Q.

1 Do you use organic products

A .yes
B .no

BIVARIATE ANALYSIS OF GENDER WITH

USAGE

Q. DOES GENDER INFLUENCE THE USAGE OF ORGANIC

PRODUCTS AMONG OUR RESPONDENTS?

Gender Count of y Count of n Total

F 78 25 103

M 55 19 74

Grand Total 133 44 177

Ho = Gender has no influence on whether the respondents use organic

products or not
Ha = Gender has an influence on whether the respondents use organic
products or not
 O E (O-E) (O-E)(O-E)/E
78 77.3 0.7 0.49
25 25.6 -0.6 0.36
55 55.6 -0.6 0.36
19 18.3 0.7 0.49
SUM =0.0534

Chi-square value = 0.0534

At 5% level of significance the critical value for chi-square is 3.841.
Since the value of chi square falls within the region of acceptance
We accept the null hypothesis.
Hence, there is no relationship in between the gender and usage of
organic products among our respondents.
This means irrespective of the gender majority of our respondents use
organic products.
90

80

70

60

50
Count of y
40 Count of n

30

20

10

0
F M

BIVARIATE ANALYSIS OF AGE WITH USAGE

Q. DOES GENDER INFLUENCE THE USAGE OF ORGANIC
PRODUCTS AMONG OUR RESPONDENTS?
AGE Y N TOTAL
12 TO 15 29 1 30
16 TO 21 54 25 79
22 TO 30 12 1 13
31 TO 45 21 12 33
46 TO 60 14 4 18
60+ 3 1 4
Grand Total 133 44 177

Ho = Age has no influence on whether the respondents use organic

products or not
Ha = Age has an influence on whether the respondents use organic
products or not

To check whether there is any relationship between gender and usage

we statistically analysed the data we gathered using the chi-square
test.

O E (O-E) (O-E)(O-E) (O-E)(O-E)/E

29 22.5 6.5 42.25 1.877777778

54 59.3 -5.3 28.09 0.473693086

12 9.7 2.3 5.29 0.545360825

21 24.7 -3.7 13.69 0.554251012

14 13.5 0.5 0.25 0.018518519

3 3 0 0 0

1 7.45 -6.45 41.6025 5.584228188

25 19.6 5.4 29.16 1.487755102

1 3.2 -2.2 4.84 1.5125

12 8.2 3.8 14.44 1.76097561

4 4.4 -0.4 0.16 0.036363636

1 0.99 0.01 0.0001 0.00010101

SUM= 13.85152477

Chi-square value = 13.85152477

At 5% level of significance the critical value for chi-square is 11.07
Since the value of chi square falls beyond the region of acceptance
We reject the null hypothesis.
Hence, there is a relationship between the age and usage of organic
products among our respondents.
60

50

40

30 Y
N

20

10

0
12 TO 15 16 TO 21 22 TO 30 31 TO 45 46 TO 60 60+

We see an irregular trend in this graphs that show us that in the

younger generation with teenagers and millennials there are more
people who use organic products compared to the ones who don’t in
their respective age groups. This could be because organic products
are trending and the teenagers always keep up to the trends also the
younger generation is becoming more and more health conscious .The
difference between the people who use organic products and don’t in
the age group of 31-45 is comparatively less which could be because
of the high maturity level and their distrust in organic products which
we will further see in this study. We also see senior citizens above the
age of 60 using organic products to stay healthy and live longer.
BIVARIATE ANALYSIS OF PERSONLAITY WITH
USAGE
Q. DOES PERSONALITY INFLUENCE THE USAGE OF ORGANIC
PRODUCTS AMONG OUR RESPONDENTS?

Personality Count of y Count of n total

A 38 9 47

C 32 10 42

E 27 9 36

N 15 5 20

O 21 11 32

Grand Total 133 44 177

Ho = Age has no influence on whether the respondents use organic

products or not
Ha = Age has an influence on whether the respondents use organic
products or not

To check whether there is any relationship between personality and

usage we statistically analysed the data we gathered using the chi-
square test.
O E (O-E) (O-E)(O-E) (O-E)(O-E)/E

38 35.31 2.69 7.2361 0.204930615

9 11.68 -2.68 7.1824 0.614931507

32 31.55 0.45 0.2025 0.006418384

10 10.44 -0.44 0.1936 0.018544061

27 27.05 -0.05 0.0025 9.24214E-05

9 8.94 0.06 0.0036 0.000402685

15 15.02 -0.02 0.0004 2.66312E-05

5 4.97 0.03 0.0009 0.000181087

21 24.04 -3.04 9.2416 0.384425957

11 7.95 3.05 9.3025 1.170125786

sum= 2.400079133

Chi- square value = 2.40007913

At 5% level of significance the critical value for chi-square is 9.49
Since the value of chi square falls within the region of acceptance
We accept the null hypothesis.
Hence, there is no relationship in between the personality and usage
of organic products among our respondents.
This means irrespective of their personalities majority of our
respondents use organic products.
40

35

30

25

20 Count of y
Count of n
15

10

0
A C E N O

The graph shows the proportion of each personality type with respect
to them using organic products.
Q.2 The following products are available in an organic variant . tick the
ones you’re aware of .

a. foodstuff

b. garden supplies

c .pet food

d .cosmetics

e. medicines

f. soft toys

g .fabric

h .body care products

i .water

j. others

ANALYSIS OF AVERAGE AWARENESS

OF VARIOUS ORGANIC PRODUCTS
ACROSS VARIOUS FACTORS
When data was chosen at random from our sample and distributed equally to both genders
We found out that the average number of products known to females was more than that of
males .Which suggests that women know more products in organic variants than men .

GENDER AVRAGE NO.OF PRODUCTS AWARE

M 3

F 5
AGE AVRAGE NO.OF PRODUCTS AWARE

12 TO 15 7

16 TO 21 3

22 TO 30 4

31 TO 45 6

46 TO 60 3

60+ 3

Across different age groups when distributed equally we see that the
average number of products known by kids between the ages of 12-15
was the highest and the awareness is comparatively lesser among the
older age groups. As mentioned earlier this could be because the
mature age group don’t trust organic products to be 100% safe and
also consider price as an important factor while making consumer
decision. Further, in our study we’ll see if these actually are the
reasons or not.

PERSONALITY AVRAGE NO.OF PRODUCTS AWARE

A 4

C 5

E 3

N 4

O 6
When it comes to personality we see that people with the highest score in
openness have the maximum average no. that is 6 out of 9 products .which
shows their personality trait of being open to new things which encourage
them to buy and experiment with a range of different products.
Surprisingly extroverts show a low average awareness whereas people
with high Conscientiousness show the second highest awareness average
this could be because of their high cognition buying behaviour .

Q.3 How did you come to know about organic products

a . friends and family

b . shopkeepers

c . television

d .any other source

BIVARIATE ANALYSIS OF GENDER WITH

SOURCE OF KNOWLWDGE OF ORGANIC
PRODUCTS

Q. DOES GENDER INFLUENCE THE SOURCE OF KNOWLEDGE

OF ORGANIC PRODUCTS AMONG OUR RESPONDENTS?

GENDER friends and family shop keepers television others TOTAL

F 65 29 71 24 189

M 45 24 36 18 123
Grand
Total 110 53 107 42 312

In search of establishing a relationship between these two factors we

used the chi square test.

Ho = Gender has no influence on the source of knowledge of organic

products among respondents
Ha = Gender has an influence on the source of knowledge of organic
products among respondents.
O E (O-E) (O-E)(O-E) (O-E)(O-E)/E
65 66.6 -1.6 2.56 0.038438438
29 32.1 -3.1 9.61 0.299376947
71 64.8 6.2 38.44 0.593209877
24 25.4 -1.4 1.96 0.077165354
45 43.3 1.7 2.89 0.066743649
24 20.8 3.2 10.24 0.492307692
36 42.1 -6.1 37.21 0.883847981
18 16.5 1.5 2.25 0.136363636
SUM = 2.587453575

Chi- square value = 2.587453575

At 5% level of significance the critical value for chi-square is 7.81
Since the value of chi square falls within the region of acceptance
We accept the null hypothesis.
Hence, there is no relationship in between the gender and the source
knowledge of organic products among our respondents.
80

70

60

50
friends and family

40 shop keepers
television
30
others

20

10

0
F M

In the graph above, we can see that irrespective of their genders the
major source of their knowledge for organic products is television
advertisements along with friends and family followed by other
sources like shop keepers posters and online articles .
BIVARIATE ANALYSIS OF AGE WITH SOURCE
OF KNOWLWDGE OF ORGANIC PRODUCTS
Q. DOES AGE INFLUENCE THE SOURCE OF KNOWLEDGE OF
ORGANIC PRODUCTS AMONG OUR RESPONDENTS?
friends and
AGE family shop keepers television others TOTAL

12 TO 15 15 5 27 8 55

16 TO 21 42 22 46 14 124

22 TO 30 9 5 9 4 27

31 TO 45 24 10 14 12 60

46 TO 60 16 10 9 3 38

60+ 4 1 2 1 8
Grand
Total 110 53 107 42 312

Ho = Age has no influence on the source of knowledge of organic

products among respondents
Ha = Age has an influence on the source of knowledge of organic
products among respondent
O E (O-E) (O-E)(O-E) (O-E)(O-E)/E

15 19.3 f-4.3 18.49 0.958031088

42 43.7 -1.7 2.89 0.066132723
9 9.5 -0.5 0.25 0.026315789
24 21.1 2.9 8.41 0.398578199
16 13.3 2.7 7.29 0.548120301
4 2.8 1.2 1.44 0.514285714
5 9.3 -4.3 18.49 1.988172043
22 21.06 0.94 0.8836 0.041956315
5 4.5 0.5 0.25 0.055555556
10 10.1 -0.1 0.01 0.000990099
10 6.4 3.6 12.96 2.025
 1 1.3 -0.3 0.09 0.069230769
27 18.8 8.2 67.24 3.576595745
46 42.5 3.5 12.25 0.288235294
9 9.2 -0.2 0.04 0.004347826
14 20.5 -6.5 42.25 2.06097561
9 13.03 -4.03 16.2409 1.246423638
2 2.7 -0.7 0.49 0.181481481
8 7.4 0.6 0.36 0.048648649
14 16.6 -2.6 6.76 0.407228916
4 3.6 0.4 0.16 0.044444444
12 8.07 3.93 15.4449 1.913866171
3 5.1 -2.1 4.41 0.864705882
1 1.07 -0.07 0.0049 0.004579439
SUM = 17.33390169

Chi- square value = 17.33390169

At 5% level of significance the critical value for chi-square is 25.00
Since the value of chi square falls within the region of acceptance
We accept the null hypothesis.
Hence, there is no relationship in between the age and the source
knowledge of organic products among our respondents.
140

120

100

80 others
television
60 shop keepers
friends and family
40

20

0
12 TO 15 16 TO 21 22 TO 30 31 TO 45 46 TO 60 60+

Like gender didn’t have any major relationship, we see people over
all age group have their family and friends as their primary source of
information followed by television advertisements. With brands like
Patanjali vigorously advertising on TV and creating more awareness
about organic products in general it is necessary for any company
trying to compete in the organic market to step up their promotion
strategies with meaningful advertisements.

BIVARIATE ANALYSIS OF PERSONALITY WITH

SOURCE OF KNOWLWDGE OF ORGANIC
PRODUCTS
Q. DOES PERSONALITY INFLUENCE THE SOURCE OF
KNOWLEDGE OF ORGANIC PRODUCTS AMONG OUR
RESPONDENTS?

PERSONALITY friends and family shop keepers television others TOTAL

A 34 14 32 10 90

C 25 12 23 14 74

E 20 10 17 7 54

N 9 6 13 3 31

O 22 11 22 8 63

Grand Total 110 53 107 42 312

Ho =Personality has no influence on the source of knowledge of

organic products among respondents
Ha = Personality has an influence on the source of knowledge of
organic products among respondent
O E O-E (O-E)(O-E) (O-E)(O-E)/E
34 31.7 2.3 5.29 0.166876972
25 26.08 -1.08 1.1664 0.044723926
20 19.03 0.97 0.9409 0.049442985
9 10.4 -1.4 1.96 0.188461538
22 22.2 -0.2 0.04 0.001801802
14 15.2 -1.2 1.44 0.094736842
12 12.5 -0.5 0.25 0.02
10 9.17 0.83 0.6889 0.075125409
6 5.2 0.8 0.64 0.123076923
11 10.7 0.3 0.09 0.008411215
32 30.8 1.2 1.44 0.046753247
23 25.3 -2.3 5.29 0.209090909
17 18.5 -1.5 2.25 0.121621622
13 10.6 2.4 5.76 0.543396226
22 21.6 0.4 0.16 0.007407407
10 12.1 -2.1 4.41 0.36446281
14 9.9 4.1 16.81 1.697979798
7 7.2 -0.2 0.04 0.005555556
3 4.17 -1.17 1.3689 1.87388721
8 8.46 -0.46 0.2116 0.02501182
5.667824217

Chi- square value = 5.667824217

At 5% level of significance the critical value for chi-square is 21.03
Since the value of chi square falls within the region of acceptance
We accept the null hypothesis.
Hence, there is no relationship in between the personality and the
source knowledge of organic products among our respondents.
 40

35

30

25
friends and family

20 shop keepers
television
15
others
10

0
A C E N O

From this graph we can see that irrespective of the personality type majority respondents
have friends and family as their major source of information.