Article 6 A study on perception of consumers towards marketing of organic products in digital platform by Dr. UMA K

Studies in Indian Place Names
(UGC Care Journal)
ISSN: 2394-3114
Vol-40-Issue-60-March-2020
P a g e | 3031 Copyright ⓒ 2020 Authors
A Study on Perception of Consumers towards Marketing of Organic Products
in Digital Platform
Uma .K1
, Dr. Rechanna2
1
Assistant Professor & Research scholar
PoojaBhagavat Memorial Mahajana Education Centre, Mysuru.
chanduma25@gmail.com
2
Associate Professor & Research guide
JSS College for Women, Saraswathipuram, Mysuru.
Email: drrechanna@ gmail.com
ABSTRACT
Now a day‟s digital marketing plays an important role for every company from the large to the
smaller one should adopt its innovative tools to attract new customers in the current digitalized
market. The organic industry, especially in India, tries to play an important role to strengthen its
digital presence. As it brings a number of benefits to farmers, companies, retailers, and
consumers. The internet-based communication technological tools collectively known as “social
media” or “Digital Media” which is gaining more importance for small and large organic
businesses. Social media platforms like blogs, Instagram, What app, Face book, you tube, and
twitter play a great role in business to share information about organic products and services, and
it builds a new network with different people to build a trustworthy customer group and motivate
customer market interchange. The aim of this article is to observe if social media is working as
an effective tool for organic farmers, retailers companies, producers and customers. The article
highlights the awareness level of respondents about different types of organic products available
on the digital platform. The data is collected from the 50 respondents in Mysuru city. The
statistical analysis is made through the chi-square and t-test. The study concludes that the
majority of the respondents are aware of organic fruits, vegetables, cereals and buying through
online shopping by Flip kart, Amazon and snap deal. A challenge for future research is to
perform a detailed content analysis of the posts in relation to their reach. This will shed better
light on more effective social media usage by organic farmers or producers. The study highlights
that using social media two-way communication platform that allows the user to interact with
each other effectively in online to share information and opinions about organic products.
Keywords: Organic products, Digital platform, Social media, Marketing strategies, Environment
sustainability.
1. INTRODUCTION
The marketing determinations for organic product generally focus on these beliefs that
presenting the product as environmentally friendly, healthy and as a means of bucking the
system for example, many organic food products businesses made their products' images on low
eco-friendly impact and local origin. Even the consumers have positive attitudes toward organic
goods and wish to purchase organic products; they might be turned off by the high prices. The
best way to increase motivation to purchase products is to engage in strategic educational
marketing campaigns that emphasize the positive attributes of organic goods to the grassroots.

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ISSN: 2394-3114
CURRENT SCENARIO OF MARKETING OF ORGANIC PRODUCTS IN DIGITAL
PLATFORM
Purchasing organic products is the best way of saving time as we no need to go the number of
miles to bring fresh organic food products. The study says in America, Australia, the UK, and
Canada the 85 % of customers prefer to purchase organic products online as they get a regular
discount with good quality products. As the competition is more it takes much time and effort to
develop and maintain a marketing campaign to beat the competition in the market. According to
a recent survey, organic food consumption is as follows. The growth of sales all over the world
for organic food and beverages is from $24.8 billion in 2009 to $1 billion in 1990. The most 65%
of consumers prefer to purchase foods with organic ingredients. Generally, one person from
three households prefers to shop for organic products because they are having health issues like
allergy, celiac disease, and gluten intolerance, etc. In America 6 out of 10 customers visit natural
or organic food stores for their shopping least once in the past year. In the B2C market approx.
99% success of online shopping campaigns depends on customers‟ experience, customer
behavior, industry benchmarking and website look & feel.
BACKGROUND OF THE STUDY
DIGITAL MARKETING
The diversity of online platforms in terms of activity, sector, business model, and size is
outstanding. Digital Platform range from small websites with a local reach to international
companies generating billions of revenues. They offer varied services such as Internet search
engines (Google, Yahoo, Bing), online market places (eBay, Booking.com, Allegro, Amazon),
video-sharing platforms (e.g. Daily motion, Vimeo, YouTube), music and video platforms (e.g.
Deezer, Spotify, Netflix, Canal Play), social networks (e.g. Twitter, Face book,), collaborative
economy platforms (Uber, Airbnb, Crowd cube, BlaBlaCar, Ulule,), online gaming (Steam), etc.
Digital marketing is Supports Company brands goods and services through online media
networks. So, now a day‟s consumers are using multi-channel and multi-device for the majority
of their research online before they need to go each and every shop or store to speak to a
salesperson for inquiry. Today‟s buyers are more empowered than ever before. Within a fraction
of seconds, they can learn and access whatever they want to know about quality, quantity, value,
and availability of organic products. The Google survey says that 48% of consumer starts their
inquiries on search engines, while 33 % look to brand websites and 26% search within mobile
applications.It is one of the major forms of new media networks dedicated to social interactions,
including weblogs, micro blogging, Facebook, Twitter, wikis, podcasts and so on.

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TYPES OF SOCIAL MEDIA PROMOTIONS
SMP
TYPE
KEY
PURPOSE
ADVANTAGE OF SOCIAL MEDIA TYPE
Face
book
Social
networking
Sites
The company‟s Facebook fan pages permit to analyze the opinions
and attitudes of digital consumers and even encourages and sells
their products and services.
Instagram Video and Photo
sharing
The businesses people share their activity videos or photos of
what‟s happening to promote the brand and company.
YouTube Video sharing
Sites
The organization‟s share their content, make product and service
presentation, follower, bookmarking, rating, and commenting in
all associated social network.
Twitter Micro blogging
Service
The company not only promotes the product and service but also
provides sufficient information as interaction and conversation.
Blogs
Share and
exchange
Contents
The business sector‟s share product and service features, open
discussions, and review.
Google+
Social
networking
Sites
The corporate sectors share exclusive offers and discounts to their
special customer groups.
Whatsapp
Exchange text,
Image, video and
audio messages
for free
The individuals use to send messages through messengers. It is
used for an instant messaging function that allows in iPhone,
Android, BlackBerry, Windows Phone and Nokia Smartphone
users to exchange text, image, video and audio messages for free.
LinkedIn
Business
networking
Sites
The organization creates a profile in order to present their work to
the audience. In the same way, it enables a company to seek new
employees or many experts to join work together
Flicker
Store and photo-
sharing
Sites
The business can store and share photos online to a strong
trustworthy social network.
ONLINE MARKETING
Now a day‟s internet provides a suitable method to promote the corporate business, to sell their
company organic products and communicate with customers. The majority of families have
access to internet facilities at their homes. This opens a huge potential for specialty farm organic
goods market.
BENEFITS OF DIGITAL MARKETING STRATEGIES FOR THE ORGANIC FOOD
STORE
 It helps to connect with consumers on the internet
 It creates high conversion rates for organic food stores.
 It saves money from irrelevant marketing tactics.
 It enables real-time customer service.
 It connects with mobile consumers

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ISSN: 2394-3114
 It helps to generate high revenues
 It generates higher ROI from online campaigns
 It keeps dealers at par with competitors
 It helps to compete with large corporations
 It prepares dealers and customers for the internet of things
DIGITAL MARKETING STRATEGIES FOR ORGANIC PRODUCTS ARE
 Organic SEO (search engine optimization) market plan: With the help of SEO
techniques, it improves the performance and overall health of search engines like index
website into multiple search engines, increases website visibility, ranking industry-
specific keywords like Web Analysis, Management of online business development
campaigns, keywords specific content implementation, etc.
 Organic food store and brand building: It is so much essential for any organic food
shops as per the new marketing scenario. To make the business clear, to solve the
customers' problems like knowing about the organic brands and deliver the values. It
helps to increase the brand reputation over search engines and increase trust as well. Eg.
Building trust over search engines, Sentiment analysis, and website influence.
 Paid (PPC) marketing: With the help of PPC marketing efforts, we can get more
qualified customers and maximize our profit potential. Its paid campaigns to increase
potential customers in a limited budget. Liketracking reports, Ad copy creation, campaign
remodeling, and optimization, Analyse competitors and set up a profitable campaign, etc.
 Social media promotion (SMO): To create a big idea to promote on various online
channels and focus on SMO strategies for engaging the more social audience and
increase online sales for organic products. Like Social media Campaigns, Ads
performance & optimization, Introduce Weekend Bazaar & promote the same (say
“SabseSasta”), etc. Face book Ads campaign is another best choice for the instant
marketing of organic products.
 Video Promotion: Now a day the customers are interested in watching promotional
videos. To increase the organic brand popularity in customers introduce HD animated
videos of your organic food shop and share it on video sharing sites as well as social
media channels.
 Email marketing: The promotional emails to create big sales if the mails have good and
attractive promotional message of tag lines which directly impact the customer mind and
makes positioning.
2. STATEMENT OF THE PROBLEM
The small or marginal landholders are trapped in a violent cycle characterized by low
investment, low risk-taking ability, low productivity, low-value addition, weak market
orientation, and low margins. One of the best ways to solve these issues like a lack of market
linkages that deprives them of efficient market access. This Digital marketing removes the agents
from the distribution chain; these enterprises are helping small margin hold farmers to secure
higher prices for their organic produce. This also reduces farmer‟s working capital requirements
by assuring purchase and ensuring payment at the farm gate.

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NEED OF THE STUDY
It is ironic that the organic food production industry has a smaller social presence, since the
demand for organic food products originally derived from the consumer. This can be seen
through social media crowd culture that changes the industrial food product ideology and creates
small cultures around organic products and farming practices. The organic food products benefit
the environment as well as the customer. The word: “organic” referrers to the way farmers
cultivate their agricultural products, encouraging soil and water conservation, reducing pollution,
and are known to be a healthier way to live, when compared to non-organic food. So, this study
focuses on the creative digital strategy employed by the organic food products sector.
3. LITERATURE REVIEW
John Haff(2017) this study was focused on Social Media Marketing Strategies in the Organic
Food Industry. This article depicts the results which social media channels are being used and
which social media marketing strategies are being used. The qualitative techniques were used to
generate a pool of eight organic companies. The brands feature in the study focused on some
media channels like Face book, and Instagram. Social networking and micro blogs are the
preferred means to reach the consumer.
New Zealand. The purpose of this study is to identify the farmers and agribusiness people who
want to learn more about the power of social media in the agricultural industry and its
application in the New Zealand environment. This paper also highlights agricultural industry in
general can benefit from using social media in their businesses in a number of ways. This study
concludes that social media brings the farmer, industry and consumer closer together so that
there is more transparency, engagement, trust and authenticity in the supply chain.
4. OBJECTIVES OF THE STUDY
 To understand the theoretical background of digital marketing towards organic products.
 To examine the demographic profile of the respondents in Mysuru city.
 To assess the awareness level of respondents towards digital marketing of organic
products.
 To analyzes the reasons to buy different types of organic products in the online market.
 To depict the sources of information and buying pattern of organic products through
online.
RESEARCH METHODOLOGY
The current study has been composed of both primary and secondary sources. The primary data
was collected on the basis of the issue of a questionnaire; the study area has been identified by 50
teachers and lecturers from different colleges, who are using organic products in Mysore city.
The questionnaire was designed and contained several questions for the collection of data from
the teachers and lecturers. The overall sample size for the study was only 75 respondents, out of
those 50 respondents were selected by using a simple random sampling method. The secondary
data was collected from related research publications in books, journals, periodicals, diaries and

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reports available on the chosen topic. And also the internet was used to collect information on
the theoretical background of digital marketing towards organic products. The data drawn from
various sources are analyzed with the help of statistical tools and techniques such as Chi-square
tests, descriptive statistics such as mean, standard deviation, and one-sample t-test.
5. ANALYSIS AND INTERPRETATION
THE DEMOGRAPHIC PROFILE OF THE ONLINE USERS IN MYSORE CITY
Table No. represents the demographic profile of the teachers and lecturers from different
colleges, who are using organic products in Mysore city. The overall respondents numbering 60
customers out of those 29 respondents belonged to the male category and 31 respondents
belonged to the female category. The mean and S.D values of No of gender are 1.52 and .504
respectively. This shows that female customers used more organic products compared to male
customers. In the context of age pattern, the majority of the respondents numbering, 19
customers belonged to 20-to 29 years, this shows younger generations were used more organic
products compared to adult generation. The mean and S.D values of the age of customers are
3.38 and 1.136 respectively.
Further, the educational background of the respondents' majority numbering, 21 and 15
respondents was from B.ED and postgraduates respectively. The mean and S.D values of
customers are 2.80 and 1.205 respectively. In the context of the occupation of respondents, the
majority of numbering, 39 and 21 respondents belonged to Government and private employees
respectively. The mean and S.D values of customers are 1.35and .481 respectively. In the
context of the annual income level of the customers, the Majority numbering, 21 and 13
respondents belonged to an Annual income level of above 5, 00,000 3, 50,000 to 5, 00,000 and
Below1, 20,000 respectively. The mean and S.D values of customers are 3.47and
1.523respectively.
The Majority of customers who are all using organic products are married they are 51 in number,
the mean and S.D values of customers are 1.17 and .376 respectively. The Majority of customers
are from the Nuclear family they are 41 in number, the mean and S.D values of customers are
1.68and .469 respectively. The majority of the customers who opted for organic products are
having No dependents are three are 41 families, the mean and S.D values of customers are
3.17and .763 respectively.
To calculate, chi-square test, in the context of the gender profile of the respondents, the table
value of χ2 for degrees of freedom at 5% level of significance is .796 comparing calculated χ2
value is .067. Therefore the χ2 value is less than the p-value hence H0 is accepted, the result is
not significant at P >0.05.
To calculate, the chi-square test for data of age pattern of the table value of χ2 for 5 degrees of
freedom at 5% level of significance is .343 comparing calculated χ2 value is 3.333. Therefore
the χ2 value is less than the p-value hence H0 is accepted, the result is not significant at P >0.05.

(UGC Care Journal)
ISSN: 2394-3114
Further, the data of the educational profile of the respondents, the table value of χ2 for a degree
of freedom at 5% level of significance is .011 comparing calculated χ2 value is 13.000.
Therefore the χ2 value is more than the p-value hence H0 is rejected, the result is not significant
at P >0.05.
In the context of the data of occupation of the respondents, the table value of χ2 for the degree of
freedom at 5% level of significance is .020 comparing calculated χ2 value is 5.400. Therefore the
χ2 value is more than the p-value hence H0 is rejected, the result is not significant at P >0.05.
Further, the data of the annual income level of the respondents, the table value of χ2 for a degree
of freedom at 5% level of significance is .002 comparing calculated χ2 value is 17.000.
Therefore the χ2 value is more than the p-value hence H0 is accepted, the result is significant at
P <0.05.
In the context of the data of the marital status of the respondents, the table value of χ2 for a
degree of freedom at a 5% level of significance is .000 comparing calculated χ2 value is 26.667.
Therefore the χ2 value is more than the p-value hence H0 is accepted, the result is significant at
P <0.05.
Further, the data of the Family type of the respondents, the table value of χ2 for a degree of
freedom at 5% level of significance is .005 comparing calculated χ2 value is 8.067. Therefore the
χ2 value is more than the p-value hence H0 is accepted, the result is significant at P <0.05.
In the context of the data of No of dependents of the respondents, the table value of χ2 for a
degree of freedom at 5% level of significance is .000 comparing calculated χ2 value is 27.600.
Therefore the χ2 value is more than p-value hence H0 is accepted, the result is significant at P
<0.05. So, the study shows The Income, Marital status, No of dependents and family type make
an influence on the respondents.

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ISSN: 2394-3114
TABLE NO 1 SHOWING THE DEMOGRAPHIC PROFILE OF
ONLINE USERS IN MYSURU CITY
PERSONAL
FACTORS
FREQUENCY MEAN S.D
CHI
SQUARE
P -
VALUE
HYPOTHESIS
(H0)
1. Gender
a) Male
b) Female
29
31
1.52 .504 .067 .796
H0
Accepted
2. Age Pattern
a) Less than 20 years
b) Between 20-
29Years
c) Between 30-
39Years
d) Between 40-49years
e) Above 50 Years
19
11
18
12
0
3.38 1.136 3.333 .343
H0
Accepted
3. Educational
Background
a) ) D. ED
b) B. Ed
c) Graduate
d) Post Graduation.
e) PhD
8
21
11
15
5
2.80 1.205 13.000 .011
H0
Accepted
4. Occupation
a) Govt employees
b) Private employees
39
21 1.35 .481 5.400 .020
H0
Accepted
5. Monthly Income
Level
a) Below 1,20,000,
b) 1,20,001 to
2,50,000
c) 2,50,001 to
3,50,000
d) 3,50,001 to
5,00,000
e) above 5,00,000
13
1
12
13
21
3.47 1.523 17.000 .002
H0
Rejected
6. Marital status
a) Married
b) Un married
50
10
1.17 .376 26.667 .000
H0
Rejected
7. Family type
a) Joint family
b) Nuclear family
19
41
1.68 .469 8.067 .005
H0
Rejected
7. No. of Dependents
a) One
b) Two
c) Three
d) More than Three
1
10
27
22
3.17 .763 27.600 .000
H0
Rejected
Sources: Field Survey

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ISSN: 2394-3114
THE AWARENESS LEVEL OF RESPONDENTS TOWARDS DIGITAL MARKETING
OF ORGANIC PRODUCTS
In the above case, the study reveals that 51 respondents are having awareness about the product
and the Mean and S.D are 1.15 and .360 respectively. One-Sample T-Test is used to calculate t-
value, at a 5% level of significance, and the t-value is-620.607. The study reveals that the
awareness level of respondents' calculated P-value is .000 which is less than 0.05, so the
alternative hypothesis is accepted, and the Null hypothesis is rejected.
Further, the study highlights that the majority of respondents are using organic products from 1
to 3 years. The mean and S.D are 2.87 and 1.672 respectively. One-Sample T-Test is used to
calculate t-value, at a 5% level of significance, and the t-values are -33.048. The study reveals
that the duration of using organic products calculated P-value is .000 which is less than 0.05, so
the alternative hypothesis is accepted, and the Null hypothesis is rejected.
In the case of Information about organic products, the majority of them, 53 are known by friends.
And the Mean and S.D are 3.93 and 1.604. The t-value is -.-38.963 at a 5% level of significance.
The study reveals that the information about the organic product is calculated P-value is .000
which is less than 0.05, so the alternative hypothesis is accepted, and the Null hypothesis is
rejected.
In the case of awareness about online shopping, the majority of the 53 are saying yes. And the
Mean and S.D is 1.12 and .324. The t-value is -691.095, at a 5% level of significance. The study
reveals that the awareness about online shopping calculated P-value is .000 which is less than
0.05, so the alternative hypothesis is accepted, and the Null hypothesis is rejected.
Further in the last case how long they are using the internet for online shopping, the majority of
the 34 are using from 3 to 5 years. The mean and S.D are 3.2 and .936. The t-value is -72.243, at
a 5% level of significance. The study reveals that they are using the internet for online shopping
calculated P-value is .000 which is less than 0.05, so the alternative hypothesis is accepted, and
the Null hypothesis is rejected.

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TABLE NO 2 SHOWING THE AWARENESS LEVEL OF RESPONDENTS TOWARDS
DIGITAL MARKETING OF ORGANIC PRODUCTS
STATEMENT FREQUENCY MEAN S.D
T-
VALUE
P-
VALUE
HYPOTHESIS
1.Awarness of organic
Products
a) yes
b) No
51
9
1.15 .360 -620.607 .000
H0
Rejected
2. How long you are using
a) 0 to 6 months
b) 6 to 12 months
c)1 to 3 years
d) 3 to 5 years
e) more than 5 years
f) no
16
10
20
3
2
9
2.87 1.672 -33.048 .000
H0
Rejected
3. How do you know
about organic
foods/product?
a) Advertisement
b) Magazine
c) Newspaper
d) Internet/ online
e) Friends
12
1
3
7
37
3.93 1.604 -38.963 .000
H0
Rejected
4.Awarness of online
shopping
a) yes
b) No
53
7
1.12 .324 -691.095 .000
H0
Rejected
5.How long you are doing
shopping in online
a) 0 to 6 months
b) 6 to 12 months
c)1 to 3 years
d) 3 to 5 years
e) more than 5 years
f) No
3
4
34
12
7
0
3.27 .936 -72.243 .000
H0
Rejected
THE REASONS TO BUY DIFFERENT TYPES OF ORGANIC PRODUCTS IN THE
ONLINE MARKET
In the above case, the respondents are giving priority of choice for buying organic products are
Health, Quality, Environment, Advertisement, and Brand name. The Mean and S.D values are
2.08 and 1.555 respectively. The t-value is -49.412, at a 5% level of significance. The study
reveals that the reasons to buy organic products calculated P-value is .000 which is less than
0.05, so the alternative hypothesis is accepted, and the Null hypothesis is rejected.

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Further, the study highlights categories of organic products purchased by the respondents are
giving in the priority of their choice are 1.Fruits and vegetables.2. Honey and dairy products. 3.
Processed food and cereals, 4. Meat, egg, Poultry and seafood, cloth and textile materials. 5.
Coffee, tea, Cocoa and Beauty products. The Mean and S.D values are 2.72 and 2.505
respectively. The t-value is -13.246, at a 5% level of significance. The study reveals that the
reasons to buy organic products calculated P-value is .000 which is less than 0.05, so the
alternative hypothesis is accepted, and the Null hypothesis is rejected.
TABLE NO 3 SHOWING THE REASONS TO BUY DIFFERENT TYPES OF ORGANIC
PRODUCTS IN THE ONLINE MARKET
STATEMENT FREQUENCY RANK MEAN S.D
T-
VALUE
P-
VALUE
HYPOTHESIS
1. The reason to buy the organic foods/product?
Health purpose 36 1
2.08 1.555 -49.412 .000
H0
Rejected
Environment
protection &
sustainability
7
3
Brand image 2 5
Advertisement 6 4
Quality 9 2
2.Types of organic food/product
Fruits /Vegetables 34 1
2.72 2.505 -13.246 .000
H0
Rejected
Processed foods
(cereal etc.)/ Cereals
and cereal products
4
3
Meats, eggs, poultry,
seafood
2 4
Honey 7 2
Milk/Dairy products
/Bakery products
7 2
Stimulants (sweets,
coffee, tea, and
cocoa)
1 5
Clothes/Textile
products
2 4
Beauty cosmetic
products
1 5
Baby food 2 4

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THE SOURCES OF INFORMATION AND BUYING PATTERN OF ORGANIC
PRODUCTS THROUGH ONLINE SITES
In the above case, the respondents are giving priority of choice for sharing information about
buying organic products in online sites are 1.Whatsapp. 2. Face book. 3. Google. 4. Twitter. 5.
Instagram and LinkedIn. The Mean and S.D values are 3.27 and 1.506 respectively. The t-value is -
27.440, at a 5% level of significance. The study reveals that the reasons to buy organic products
calculated P-value is .000 which is less than 0.05, so the alternative hypothesis is accepted, and the
Null hypothesis is rejected.
Further, the study highlights categories of online shopping sites for buying organic products are
listed below according to the respondent‟s choices are 1. Flip kart. 2. Amazon. 3. Snap deal. 4.
Myntra. 5. Alibaba. The Mean and S.D values are 1.88 and 1.541 respectively. The t-value is –
50.838, at 5% level of significance. The study reveals that the reasons to buy organic products
calculated P-value is .000 which is less than 0.05, so the alternative hypothesis is accepted, and the
Null hypothesis is rejected.
TABLE NO 4 SHOWING SOURCES OF INFORMATION AND BUYING PATTERN OF
ORGANIC PRODUCTS IN ONLINE
STATEMENT FREQUENCY RANK MEAN S.D T-VALUE P-VALUE HYPOTHESIS
1. Sources of online shopping sites for organic products
face book 13 2
3.27 1.506 -27.440 .000
H0
Rejected
Google 6 3
Twitter 2 4
what sup 35 1
Instagram 1 5
LinkedIn 1 5
you tube 2 4
2. Online shopping sites for buying organic products
flip kart 29 1
1.88 1.541 -50.838 .000
H0
Rejected
Amazon 26 2
Snap deal 1 4
Myntra 3 3
Alibaba 1 4
FINDINGS OF THE STUDY
 The overall respondents were numbering, 60 respondents out of that 29 respondents
belonged to male category and 31 are female. This shows that the female is very much
caring about the health of their family members.
 In the context of age pattern, the majority of the respondents numbering 19 belong 20 to
29 years and 18 are between 40 to 50 year aged group people. Both the categories of
people are very much caring about their health and Environment.

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 From Majority of the 21 customers were belonged to Above Rs. 5, 00,000 Income group
and 13 of them belong to Rs. 3, 50,000 and 5, 00,000. So, it indicates that High-income
group people are interested in buying organic products. From them, the Majority are
Government employees and having an education qualification of B.Ed. and Postgraduate
Degree.
 The majority of the customers are Married, and they are having No dependents are three
in their family and most of them are from the Nuclear family. Income, Marital status, no
of dependents, and family type are the main factors that influence the respondents to buy
organic products in social media.
 The majority of the respondents are aware of organic products from their friends, and
they prefer to buy fruits and vegetables, cereals and processed foods, honey and dairy
products.
 The majority of the respondents are aware of buying organic products through online
shopping by Flip kart, Amazon and snap deal. For this they are getting information from
various social media sites like what‟s up, Face book Google, twitter, and YouTube
respectively.
SUGGESTIONS FOR THE STUDY
The following are the suggestion for the study
 Provide website and e-commerce services as well as direct-marketing for farmers. This
service helps farmers develop a website and also can set up the site for web sales.
 Provide cover photo in Face book and other social media sites. Add a great photo that
represents your farm profile.
 The number of advanced users can add a sales tab where people can order products from
the farm through its Face book page. There are several applications that allow us to
launch a store feature for Face book.
 Invite CSA (Community sustainable agriculture) members or farmers market consumers
to post reviews.
 We need to learn about customer preferences from feedback and posts from face book
friends.
 We can also use reporting tools like Google Analytics to see what generates the most
interest on our home page.
7. CONCLUSION
The common impression of the online platform seems to incorporate applications and websites
that are too different and that operate in very different markets to sell organic products. The rapid
growth of the Internet and the emergence of worldwide economic entities have captured the
attention of public institutions, legislators and regulators. The common impression of „online
platform‟ seems to incorporate applications and websites that are too different and that operate in
very different markets to sell organic products. The aim of the article was to introduce new social
media as an effective marketing tool for the organic products market. This will make great
changes in the lifestyle of farmers and producers, Middleman and consumers. The marketing of
organic products through digital platform is having good future in coming days.

(UGC Care Journal)
ISSN: 2394-3114
8. REFERENCE
ARTICLES
[1] (EunjuKo, 2010) “Impacts of Luxury Fashion Brand‟s Social Media Marketing on
Customer Relationship and Purchase Intention”, Journal of Global Fashion Marketing,
1:3, 164-171.
[2] (Forsstrom, 2015) “Organic social media Plan of company”, Anton & Anton, page 1-58.
[3] (John, 2017)"Social Media Marketing Strategies in the Organic Food Industry".Senior
Theses and Capstone Projects.81.https://scholar.dominican.edu/senior-theses/81,page no-
1-26.
[4] (Marie & et.al, 2015) “Social Media for Organic Products
Promotion”,.https://www.researchgate.net/publication/281910867 on, Page no-41- 50.
[5] (Stanley, 2013) “Harnessing Social Media in Agriculture”, A Report for the New Zealand
Nuffield Farming Scholarship Trust, page 1-72.
WEBSITE
[1] https://www.ppcchamp.in/digital-marketing-strategies-organic-food-store/
[2] https://en.wikipedia.org/wiki/Search_engine_optimization

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Article 6 A study on perception of consumers towards marketing of organic products in digital platform by Dr. UMA K