CONSUMER BEHAVIOUR

TOWARDS ORGANIC
FOOD

Submitted By:
Jasleen Kaur
Jaskirat Kaur
Jashanpreet Singh
Himanshu Rawat Submitted To:
Dr. Gautam Bansal
Director
Punjab College Of
Technical Education
HAVE
HAVEYOU
YOUFEEL
FEELYOURSELF
YOURSELFDEBATING
DEBATINGWHETHER
WHETHERTO
TOBUY
BUY
ORGANIC
ORGANICOR
ORCONVENTIONALLY
CONVENTIONALLYGROWN
GROWNFOOD?
FOOD?
WHAT
WHATISISORGANIC
ORGANICFOOD
FOOD??
1. Organic food come from organic farm.
2. Farms not using artificial pesticides, fertilizers ,etc.
3. Neither they use GMOs.
4. Categorized between dirty dozen and Clean15.
DIRTY DOZEN AND CLEAN FIFTEEN
DIRTY DOZEN AND CLEAN FIFTEEN
2021
 BENEFITS
BENEFITSV/S
V/SDRAWBACKS
DRAWBACKS

Benefits Drawbacks
Highly nutritious Shorter shelf life
Environmental safety Expensive
Antioxidant content Not easily available
Improved heart condition Takes lot of work
Stronger Immune System Doesn't live up to the hype
WHY
WHYORGANIC
ORGANICFOOD
FOODISISMORE
MOREEXPENSIVE
EXPENSIVETHAN
THAN
CONVENTIONAL FOOD?
CONVENTIONAL FOOD?
Because of more of labour intensive.

Much cost is associated with certification and animal feed.

Smaller farms than conventional = more overhead cost.

Livestock must have access to the outdoor irrespective of

conventional.
Natural prevention and safety method used no use of
antibiotics.
RESEARCH
RESEARCHMETHODOLOGY
METHODOLOGY

Use of primary and secondary research.

In primary research – Questionnaire and personal response.

In secondary research – Websites ,Government publication & articles.

To assess the factor facilitate the consumption of organic food.

To provide with new strategies for producer and retailer.

Tools- bar graphs, pie charts and tables.

FACTORS
FACTORSINFLUENCING
INFLUENCINGCONSUMER
CONSUMERBUYING
BUYINGDECISIONS
DECISIONS

Economic Factors Functional Factors Marketing Mix Factor Personal Factor

Psychological Factors Social Factors Cultural Factors

 DEMOGRAPHIC
DEMOGRAPHICPROFILE
PROFILEOF
OFCONSUMER
CONSUMERTOWARDS
TOWARDS
ORGANIC FOOD
ORGANIC FOOD

up to 25

26-35

36-45

46 and above

Most of the respondents are men who prefer to Most of the respondents are between the age group
Consume the organic food. of 26-35 who prefer to consumer the organic food.
 CONSUMERS
CONSUMERSAWARENESS
AWARENESSTOWARDS
TOWARDSORGANIC
ORGANICFOOD
FOOD

Q 4. How much you are aware towards organic food ?

Not aware Very little Aware Have good Complete

knowledge knowledge knowledge
CONSUMER
CONSUMERBEHAVIOUR
BEHAVIOURTOWARDS
TOWARDSCONSUMPTION
CONSUMPTIONOF
OF
ORGANIC FOOD
ORGANIC FOOD

OPTIONS RESPONDENTS PERCENTAGE

%

25 Never 4 7.27%
Rarely 15 27.27%
15 Sometimes 25 45.45%
8 Often 8 14.45%
4 3 Always 3 5.45%
TOTAL 55 100%

45.45% of consumers consume organic food

sometimes in a month.
 MOTIVATIONAL
MOTIVATIONALFACTOR
FACTORWHICH
WHICHENCOURAGES
ENCOURAGES
CONSUMERS
CONSUMERSTO
TOCONSUME
CONSUMEORGANIC
ORGANICFOOD
FOOD

38
30
26 23 23

14 13 12
10 7 10 9 9 3 2
6 2 5 4 4 5 7 5 2

Most of the consumer choose Health, Quality and food safety as best motivational factor while Price and
Perception as neutral factor.
 VARIABLES
VARIABLESWHICH
WHICHENCOURAGE
ENCOURAGECONSUMERS
CONSUMERS TO
TO
PURCHASE ORGANIC FOOD
PURCHASE ORGANIC FOOD
OPTIONS RESPONDENTS PERCENTAGE %

Price 2 3.6%
Quality 9 16.4%
Brand 2 3.6%
Taste 4 7.3%
Health Benefits 34 61.8%
Packaging 2 3.6%
No
2 3.6%
Preservatives
Most of the consumers prefer to purchase the organic TOTAL 55 100%
food for the healthy benefits thus they are
conservative type of consumers.
CONSUMPTION
CONSUMPTIONPATTERN
PATTERNOFOFCONSUMERS
CONSUMERSON
ONVARIOUS
VARIOUS
TYPES
TYPESOF
OF ORGANIC
ORGANICFOOD
FOOD

OPTIONS RESPONDENTS PERCENTAGE %

Fruits 33 60%
Vegetables 41 74.5%
Dairy Products 21 38.2%
Honey 13 23.6%
Chicken/Meat 22 40%
Tea/Coffee 12 12%

Most of the consumers consume vegetables (74.5%) and

fruits (60%) as organic food.
 CONSUMER
CONSUMERPREFERENCES
PREFERENCESONONPURCHASE
PURCHASECHANNEL
CHANNEL
SELECTION
SELECTIONFOR
FORORGANIC
ORGANICFOOD
FOOD

What type of purchase channel you prefer to buy organic food ? OPTIONS RESPONDENTS PERCENTAGE %

Farm 30 54.54%
Walmart 20 36.36%
Internet 9 16.36%
30 35
Fair Or Stalls 9 16.36%
20
Special Organic
9 9 35 63.63%
Store

Consumers prefer to buy organic food mostly from Special

Organic Stores (63.6%) and farms (54.5%) like Grasshut
organic and earth store.
CONSUMER
CONSUMERSOURCE
SOURCEOF
OFINFORMATION
INFORMATIONRELATED
RELATEDTO
TO
ORGANIC
ORGANICFOOD
FOOD

Most of the consumers receives latest information from

friends/relatives(64.2%) regarding organic food.
 CONSUMER
CONSUMERPERCEPTION
PERCEPTIONTOWARDS
TOWARDSORGANIC
ORGANICFOOD
FOOD

OPTIONS RESPONDENTS PERCENTAGE %

Yes 44 83%

No 2 3.8%

Maybe 7 13.2%

TOTAL 53 100%

Most of the consumers(83%) feels that organic food is more nutritious than
other type of food because of healthy benefits.
MAJOR
MAJORFINDINGS
FINDINGSON
ONCONSUMER
CONSUMERBEHAVIOUR
BEHAVIOUR
TOWARDS
TOWARDSORGANIC
ORGANICFOOD
FOOD
Most of the consumers consume organic for the healthy benefits they
get from them.

Most of the consumers consume vegetable and fruits in organic food.

Special organic stores and farms are preferred by consumers to buy

organic food.
Most of the consumer believe that they get latest information's of
organic food from friends or relatives.
Most of the consumers feel that organic food is more nutritious than
conventional food.
 NEW
NEWSEGMENT
SEGMENTOF
OFCONSUMERS
CONSUMERSIN
INCASE
CASEOF
OFORGANIC
ORGANIC
FOOD
FOOD
1.CONSERVATIVES 2.TRENDSETTERS
• Value food that is good for • Prefer innovation in food.
health. • Like the convenience and
• Pay close attention to label quality of food (23.6%).
information. • Paid attention to healthy
• Traditional values of food(61.8%).
organic food i.e. healthy
benefits (61.8%).
3.UNENGAGED
• Consumers who did not consume
organic food (7.27%).
• Least knowledge about organic
food (11.3%).
NEW
NEWTRENDS
TRENDSIN
INORGANIC
ORGANICFOOD
FOODMARKET
MARKET
 SUGGESTIONS
SUGGESTIONSAND
ANDCONCLUSION
CONCLUSION
Consumers who consume organic food sometimes needs to be targeted to
encourage them consume on daily basis.
The future study of consumer behaviour towards organic food will include
three types of consumers.

The research has limitation of respondent size and location of research.

The research shows that most of the consumers prefer organic food for
healthy lifestyle.
The research also suggest or shows that most of the consumers are
conservatives.
 REFERENCES
REFERENCES
file:///C:/Users/hp/OneDrive/Desktop/sustainability-11-01237.pdf
https://www.researchgate.net/publication/292344432_Consumer_Motives_and_Purchase_
Preferences_for_Organic_Food_Products_Empirical_Evidence_From_a_Consumer_Survey_in
_Bangalore_South_India
https://www.amity.edu/abs/abr/pdf/Vol%2017%20No.2/6.pdf
file:///C:/Users/hp/OneDrive/Desktop/oroian2017.pdf
http://www.dypatil.edu/schools/management/wp-content/uploads/2015/05/Impact-of-Con
sumer-Behaviour-on-Organic-Food-Consumption-in-Select-Cities-in-Maharashtra-Doel-Mukh
erjee.pdf
THANK YOU