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Dissertation for Organic Food IBN

Dissertation for Organic Food IBN

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Published by Saji Pillai

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Published by: Saji Pillai on Jun 02, 2010
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06/07/2013

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CONSUMER PRECEPTION AND ITS EFECT ON BUYINGBEHAVIOUR : A STUDY OF CONSUMER PERCEPTIONAND DEMAND TOWARDS ORGANIC FOODPresented toTASMAC & UNIVERSITY OF WALES, U.K.On10 SEPTEMBER, 2009BySAJI PILLAIWMPT/J07/05MBA – III(INTERNATIONAL BUSINESS)Total Number of Words:18623
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DECLARATION
This work has not previously been accepted in substance for ant degree and is not beingconcurrently submitted in candidature for any degree.Signed__________________________________________ (candidate)Date_________________________________________
STATEMENT 1
This dissertation is being submitted in partial fulfilment of the requirements for the degree of: _________________________________________________ (i.e. MBA, etc.)Signed_________________________________________ (candidate)Date________________________________________
STATEMENT 2
This dissertation is the result of my own independent work and investigation, except whereotherwise stated. Other sources are acknowledged by footnotes giving explicit references. A bibliography is appended.Signed_________________________________________ (candidate)Date________________________________________
STATEMENT 3
I, hereby, give consent for my dissertation, if accepted, to be available for photocopying andfor inter-library loan, and for the title and summary to be made available to outsideorganisations.Signed_________________________________________ (candidate)Date________________________________________
 N.B. Candidates on whose behalf a bar on access has been approved by the University (see paragraph 4 in Notes of guidance) should use the following version of Statement 3:
I, hereby, give consent for my dissertation, if accepted, to be available for photocopying andfor inter-library loans after expiry of a bar on access approved by the University of Wales onthe special recommendation of the Institution.Signed__________________________________________ (candidate)Date_________________________________________
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CHAPTER IINTRODUCTION
1.1 INTRODUCTION
The anxiety has strengthened in the recent years among people, and they are becoming more and more aware and concerned about the quality of food. Series of foodscares and controversies surrounding genetically amended crops have prompted heateddebates regarding food safety and reliability.(Specially after the Pepsi Cola episode.) Nowadays consumers and marketers react to popular media about health andenvironment effects of pesticides, genetically-modified organisms and food safety as a result, people’s interest and demand in organic food has grown rapidly and remarkably.Awareness about organic foods and ill-effects of conventional food has led consumersto switch from conventional to organic. Awareness and knowledge has become a crucial and prime factor in changing the perception of consumers towards organic foods.It is necessary to be familiar with what consumers perceive about organic food andthe factors that lead them to demand organic food, due to the growing organic market and itsrising potential to expand. Therefore, to increase the demand for organic food, the consumer should be educated appropriately after tracing the reasons for their demand for organic.Consumers are aware about the limitation of production of organic food.But, they are not sufficiently familiar about what is involved in organic food production. So,to increase the public knowledge about the organic practices and procedures, necessary stepsare to be taken by government, growers, distributors, retailers and marketers to increase thedemand of the market and to promote organic food.
1.2 Importance of the study
Consumer’s knowledge of the product and its production has a very important role.The decision about purchasing a product can be influenced by knowledge. Even Consumer isencouraged to purchase the particular product because of enhanced knowledge. It guides
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