CHAPTER – I

INTRODUCTION

Accessibility of natural information and yield is basic for enhance of natural framing in
the nation. Advancement of effective showcasing framework is the need of great importance for
fortifying the natural generation in India. This paper made an unassuming endeavour to
understanding the customer discernment about natural item and advertising in Pollachi taluk. The
outcomes reasoned that the greater part of the customer particularly in urban individuals lean
toward natural nourishment item. Advertising of natural item is so poor in ponder region so the
interest for natural item is increments yet supply is low. The real reasons are natural maker are
low, sufficient market office isn't there, few number of shops, absence of mindfulness, et cetera.
Consequently if agriculturist and also government offer enthusiasm to natural cultivating
effortlessly improving great promoting framework in Tamilnadu.

Natural homestead creation and exchange has risen as a vital division in India As in
different parts of the creating scene, and is viewed as an essential methodology of encouraging
manageable improvement. The improvement of natural agribusiness in India is getting expanding
consideration among the rancher/Producers, processors, merchant, exporters and buyers.

Over the previous decade utilization examples of customer will be change particularly in
sustenance utilization since all buyer to eat natural nourishment in view of the discernment is to
eat the natural sustenance is useful for wellbeing and it's develops with utilization of natural
manual and utilize common asset, so purchaser conduct will be move to natural sustenance thing,
and quality and security in sustenance draw in shopper enthusiasm for natural nourishment that is
free from pesticides and concoction buildups. Natural agribusiness is delivered with a goal to
create sound and quality nourishments without utilizing manufactured synthetic items. Along
these lines, natural agribusiness protects the earth as well as enhances general wellbeing,
conveying huge advantages both to the economy and additionally to the social attachment of
rustic territories.
 The enthusiasm of customers and open establishments in naturally created sustenance's
has expanded, for the most part in created nations, because of shoppers' worries about
nourishment wellbeing, human wellbeing and the earth. The natural sustenance showcase has
become persistently over the previous decade, in any case, the aggregate offer of natural
nourishment is still little contrasted and the aggregate sustenance advertise. Indeed, even in
nations with developed natural divisions, for example, Switzerland, Austria and Denmark,
natural sustenance utilization is scarcely more than 5 for each penny of aggregate nourishment
utilization.

OBJECTIVES OF THE STUDY

 To study about the customer satisfaction towards organic products.

 To know about the factors influencing the customer to buy the product.
 To know the opinion of customers.
 To examine the source of an awareness

SCOPE OF THE STUDY

Natural nourishment advances an equalization of human, other living beings and the
nature. It likewise advances no fake additives and best keep up the inventiveness of nourishment.
This anticipates abundance utilize destructive fixings and in this manner guarantees wellbeing.
This examination endeavored to pick up information about shopper state of mind towards natural
nourishment item utilization and to see whether there is any potential this may have for changing
their conduct. The reason for doing this examination is that thought for the earth could come just
from very much educated residents who know about, and completely dedicated to their rights to
a quality wellbeing and condition. In any case, before any conduct can be transformed, it is
important to assess the present condition of shoppers' mindfulness and information. Thusly
purchaser's state of mind, recognition towards natural nourishment items, eagerness to pay for
natural sustenance item and expectation to buy natural nourishment will be the fundamental
motivation of this investigation.
STATEMENT OF THE PROBLEM

The investigation is directed to know the issue looked by the utilizing non natural items
which has concoction composts contribution to get more yield of the items today the world
requires new talk and advancement which are prompts the potential purchasers utilization of
unsafe to the buyers have mindfulness on natural items began purchasing and using for their
general utilization the analyst demonstrates enthusiasm on the positive effect to the general
public subsequently this specific examination has been completed.

METHODOLOGY OF THE STUDY

Methodology refers to the study of methods from which we can obtain knowledge. It is
one of the scientific ways of solving problems.

AREA OF THE STUDY

The area of the study refers to Pollachi Taluk.

LIMITATIONS OF THE STUDY

 The study was conducted in and around Pollachi area only. Hence the results may not be
applicable to other geographical areas.
 The size of the sample is low when compared to the total population.
 The study was limited to extend of abilities and willingness of the respondents to answer
appropriately to the questions.
METHODOLOGY OF THE STUDY

Methodology refers to the study of methods from which we can obtain knowledge. It is
one of the scientific ways of solving problems.
Area of the Study: The area of the study refers to Pollachi Taluk.

Sources of Data: The study used both primary data as well as secondary data. The data was
collected from 100 consumers by questionnaire method.
Sample and Size: The study based on primary data. The primary data had collected from
selected consumers on Simple Random sampling techniques and Retail
outlets of Organic products, Organic Products Marketing Agencies.
Statistical Tools Used: Simple percentage analysis is used in the study for the purpose of
analysis.
 CHAPTER – II
LITERATUER REVIEW

 Salleh MM. et al. Consumer’s Perception and Purchase Intentions towards Organic Food
Products: Exploring Attitude among Academician. Canadian Social Science 2010; 6(6):
119- 129.
 Irianto H. Consumers’ Attitude and Intention towards Organic Food Purchase: An
Extension of Theory of Planned Behavior in Gender Perspective. International Journal of
Management, Economics and Social Sciences 2015; 4(1): 17-31.
 Chandrashekar HM. Consumers Perception towards Organic Products - A Study in
Mysore City. International Journal of Research in Business Studies and Management
2014; 1(1): 52- 67.

 Lintquist JD, Joseph Sirgy M. Shopper, Buyer and consumer behaviour theory, marketing
applications and public policy implications. Himal Impressions, 168, Raja garden,
NewDelhi, 2006; 286-292.
 CHAPTER – III
ANALYSIS AND INTERPRETATION

TABLE – 3.1

GENDER WISE CLASSIFICATION

Gender No. of Respondents % of Respondents

Male 31 31%
Female 69 69%

INTERPRETATION
31% of the respondents are Male and 69% of the respondents are female.
 CHART – 3.1

GENDER WISE CLASSIFICATION

Male
31%

Female
69%
 TABLE - 3.2
AGE GROUP

Age Group No. of Respondents % of Respondents

Up to 20 24 24%
21 – 30 Yrs. 36 36%
31 – 40 Yrs. 19 19%
Above 40 Yrs. 21 21%

INTERPRETATION
24% of the respondents belongs to the age group below 20 years. 36% of the respondents
belongs to 21-30 years, 19% of the respondents are 31-40 years and 21% of the respondents are
above 40 years.
 CHART - 3.2
AGE GROUP

No. of Respondents
40
36
35
30
% of Respondents

25 24
21
20 19

15
10
5
0
Up to 20 21 – 30 Yrs. 31 – 40 Yrs. Above 40 Yrs.
Age Group
 TABLE - 3.3
MONTHLY INCOME

Income Range No. of Respondents % of Respondents

< 10000 18 18%
10001 - 20000 32 32%
20001 – 40000 32 32%
> 40000 18 18%

INTERPRETATION
18% of the respondents monthly income is less than Rs.10000, 32% of the respondents
monthly income belongs to 10001 to 20000, 32% of the respondents’ monthly income 20001 –
40000 and 18% of the respondents have the income above Rs. 40000/-.
 CHART - 3.3
MONTHLY INCOME

35
32 32
30

25
% of Respondents

20 18 18

15

10

0
< 10000 10001 - 20000 20001 – 40000 > 40000
Income Range
 TABLE - 3.4
SOURCE OF AWARENESS

Source No. of Respondents % of Respondents

Television 22 22%
News Paper 26 26%
Magazine 15 15%
Friends 37 37%

INTERPRETATION
22% of the respondents know about the organic products through television, 26%
respondents say new paper is the source of awareness, 15% consider magazine and 37% of the
respondents consider friends are the source of awareness of organic products.
 CHART - 3.4
SOURCE OF AWARENESS

40 37
35
30
26
% of Respondents

25 22
20
15
15
10
5
0
Television News Paper Magazine Friends
Source
 TABLE - 3.5
TYPE OF PRODUCT

Type of Product No. of Respondents % of Respondents

Fruits 17 17%
Vegetables 70 70%
Medicine 5 5%
Grocery 8 8%

INTERPRETATION
17% of the respondents purchase fruits, 70% of the respondents choose vegetables, 5%
medicine and 8% of the respondents purchase groceries.
 CHART - 3.5
TYPE OF PRODUCT

Grocery
Medicine 8% Fruits
5% 17%

Vegetables
70%
 TABLE - 3.6
REASON TO PREFER THE PRODUCT

Reason No. of Respondents % of Respondents

Product Environment 28 28%
Prefer Taste 19 19%
Ethical Reason 7 7%
Quality 17 17%
Protect health 29 29%

INTERPRETATION
28% of the respondents prefer the organic product for the product environment, 19% of
the respondents prefer for its taste, 7% of the respondents prefer for ethical reason, 17% for
quality and 29% prefer the organic product to protect health.
 CHART - 3.6
REASON TO PREFER THE PRODUCT

35
30 28 29
25
20 19
17
15
% of Respondents

10 7
5
0
t te n ty h
en as aso ali ealt
m T u
on fe
r l Re Q th
ir re ica ec
nv P h o t
t E Et Pr
duc
o
Pr

Reason
 TABLE - 3.7
OPINION ABOUT USAGE OF PRODUCT

Opinion No. of Respondents % of Respondents

Good 26 26%
Very Good 44 44%
Neutral 30 30%
Bad 0 0%

INTERPRETATION
26% of the respondents opinion about organic product is good, 44% of the respondents
opinion is very good, 30% of the respondents opinion is neutral and no one consider the product
opinion is bad.
 CHART - 3.7
OPINION ABOUT USAGE OF PRODUCT

Good
Neutral 26%
30%

Very Good
44%
 TABLE - 3.8
SATISFACTION LEVEL TOWARDS ORGANIC PRODUCT

Opinion No. of Respondents % of Respondents

Satisfied 39 39%
High satisfied 21 21%
Neutral 34 34%
Dissatisfied 5 5%

INTERPRETATION
39% of the respondents are satisfied with organic products, 21% are highly satisfied, 34%
opinion is neutral and 5% of the respondents are dissatisfied.
 CHART - 3.8
SATISFACTION LEVEL TOWARDS ORGANIC PRODUCT

Dissatisfied
5%

Satisfied
Neutral 39%
34%

High satisfied
21%
 TABLE - 3.9
AVAILABILITY OF PRODUCT

Availability No. of Respondents % of Respondents

Super market 43 43%
Organic store 27 27%
Producer 10 10%
Other 20 20%

INTERPRETATION
43% of the respondents opinion about availability organic product in super market, 27%
of the respondents opinion is organic store, 10% opinion is producer and 20% of the respondents
opinion is other.
 TABLE - 3.9
AVAILABILITY OF PRODUCT

Other
20%

Super market
Producer 43%
10%

Organic store
27%
 TABLE - 3.10
PURCHASE FREQUENCY

Availability No. of Respondents % of Respondents

Several Times 16 16%
Once in a week 58 58%
Once in a month 20 20%
Few times a year 6 6%

INTERPRETATION
16% of the respondents purchase frequency is several times, 58% of the respondents
purchase frequency is once in a week, 20% is once in a month and 6% of the respondents
purchase frequency is few times a year.
 CHART - 3.10
PURCHASE FREQUENCY

Few times a year

6% Several Times
16%

Once in a month
20%

Once in a week
58%
 CHAPTER – IV

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

 Majority 69% of the respondents are female.

 Majority 36% of the respondents are their age group up to “21 to 30years”.

 Majority 64% of the respondents comes under employed category.

 Majority 37% of the respondents came to know the product through friends and relatives.

 Majority 70% of them are using vegetables. Majority 29% of the respondents prefer for
protection health.

 Majority 44% of the respondents have good opinion regarding the organic products.

 Majority 39% of the respondents were satisfied with the organic products.

 Majority 43% of the respondents purchase organic food from super market.

 Among respondents 58% of the respondents purchase organic product once in a week.

 There is a significant relationship between monthly income and Types of organic food
products.

 There no relationship between gender and opinion level of organic food products.

 Majority of respondents, ranked first to quality of the product

SUGGESTIONS

 The Creation of awareness of organic products is necessary among consumers.

 Sustained improvement in product features would lead to increase in consumption of

organic food products.

 Allocation of separate shares for organic food products in departmental stores

 To open more number of organic store

 Positioning organic food products by influencing consumer beliefs about the benefits
they derive on consuming.
CONCLUSION

India has tremendous potential, largely untapped, for a major breakthrough in organic
agriculture. With the effort of government to streamline regulatory mechanisms for improve of
organic produce and awareness among local consumer for domestic consumption will pave way
for faster development of organic farming. And all give assistant to farmer to grow the organic
product. Consumer behaviour is playing the major role while buying not only organic product
any product. So the organic shops and product supply is limited but demand for it is more so
farmer and all so government are think to improve or increasing production of organic product
as well as good packaging, quality and market system it helps to improve the standard of living
farmer and all it healthy to environment and all so it helps to government. The seller of the
organic product are all so increase. The marketers of organic foods need to be innovative and
dynamic in order to complete with the changing purchase behaviour in the Organic food
products market among urban residents
 REFERENCES
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 C. R. Kothari, Research Methodology methods and techniques, New Age International (P) Ltd.,
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 Philip Kotler, Marketing management, The Millanium Edition, Prentice – Hall of India Private Limited,
New Delhi, Ed – 2000,

 Barry, M. (2002). What does "organic" mean to today's consumer. Natural Sensibility, Available.
at:http://www.hartmangroup.com/products/natsens/issueV-03.html.

 Barret et al(2006),Organic Certification and the UK Market :Organic imports from Developing
countries, Food policy,27(4) Pp.301, August 2007

 Chandrashekar H.M. (2005) Changing Scenario of organic farming in India: An Overview, International
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 Chinnakonda (2000), Comparative Research on organic traditional and conventional products, Revival
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 A STUDY ON CONSUMER SATISFACTION TOWARDS
ORGANIC PRODUCTS

QUESTIONNAIRE

1. Gender

a. Male b. Female

2. Age Group

a. Upto 20 b. 21 – 30 Yrs. c. 31 – 40 Yrs. d. Above 40 Yrs

3. Monthly Income

a. Less than 10000 b. 10001-20000 c. 20001 - 40000 d. Above 40000

4. Source of Awareness

a. Television b. News Paper c.Magazines d. Friends

5. Which type of product do you purchase in organic shop?

a. Fruits b. Vegetables c. Medicine d. Grocery

6. Reason to Prefer the Product

a. Protect environment b. Prefer Taste

c.Ethical reason d. Quality of product
e.Protect health

7. Opinion About Usage of the Product

a.Good b. Very good c. Neutral d. Bad

8. Satisfaction level towards organic products

a. Satisfied b. Highly Satisfied c.Neutral d. Dissatisfied

9. Availability of Product

a. Super Market b. Organic Store c. Producer d. Other

10 Frequency of Purchasing Organic Product
.

a. Several time b. Once in a Week e. Once in a Month f. Few time a year