Project PDF

A STUDY ON CONSUMER ATTITUDE TOWARDS ORGANIC FOOD
PRODUCTS IN TAMIL NADU
PROJECT REPORT
Submitted to
UNIVERSITY OF MADRAS
In partial fulfillment of the requirement for the award of the degree
BACHELOR OF COMMERCE (HONOURS)
Submitted by
Kirupanandan E
18-UBH-031
Under the guidance of

Dr. R. Leema Rose
Coordinator And Assistant
Professor
Department of B.Com Honors Loyola college
Department of B.Com (Honours)

Loyola College, Chennai-34
May, 2021
CERTIFICATE
This is to certify that the project titled “A Study On Consumer Attitude Towards Organic
Food Products in Tamil Nadu” is a bonafide work done by Kirupanandan E (18-UBH-031),
Bachelor of Commerce (Honours), Loyola College, Chennai in partial fulfilment of the
requirement for the award of the degree of Bachelor of Commerce (Honours), University of
Madras for the academic year 2020-2021.
Faculty Guide Head, Department of Commerce (Honours)

(Dr. R. Leema Rose) (Dr. R. Leema Rose)
Submitted for the Viva-Voce examination to be held on
Internal Examiner External Examiner

DECLARATION
I, Kirupanandan E, a bonafide student of the Department of Commerce (Honours), Loyola

College, Chennai hereby declare that this project work titled “A Study On Consumer Attitude
Towards Organic Food Products In Tamil Nadu” under the guidance of Dr. Leema Rose,
Assistant Professor, Department of Commerce (Honours), Loyola College, Chennai is an
original work and has not been submitted to any other University or Institution for valuation.
Place: Signature of the Candidate
Date:
ACKNOWLEDGEMENT
It is my profound privilege to thank our Principal Rev. Dr. A. THOMAS,

S.J and Deputy Principal Dr. MELCHIAS GABRIEL for giving me an opportunity
to complete the project successfully. This helped me to acquire practical knowledge.
I express my sincere thanks to the Director of LIAC Prof. DANIEL
AUGUSTUS for allowing me to undertake institutional training at and for their
valuable support in completion of this project.
I would like to thank my project mentor and guide Dr. R LEEMA
ROSE for encouraging and guiding me throughout my time in the project. I would also
like to thank Prof. Reena F, Prof. Minothi J and Dr. Jerusha Irene Chitra who
helped me to understand these subject oriented concepts. Their experience and
expertise has been a source of inspiration and comfort as I have set out to begin my
career.
KIRUPANANDAN E
18-UBH-031
TABLE OF CONTENTS
S.NO CONTENTS PAGE NO.

CHAPTER 1 - Introduction
1.1 Overview 1
1.2 Profile Of The Sector 1
1.3 Significance of the Study 6
1.4 Objectives of the Study 7
1.5 Scope of the Study 8
1.6 Limitation Of Study 8
1.8 Scheme of Chaptalization 9
CHAPTER 2 – Review of
Literature
2.1 Introduction 11
2.2 Review Of Literature On Organic Food 11
Products
CHAPTER 3 – Research
Methodology
3.1 Research Design & Methodology 21
3.2 Area Of Study 21
3.3 Data Collection 22
3.4 Questionnaire Design 23
3.5 Research Instrument/Statistical Tools Used 23
3.6 Hypothesis 24
CHAPTER 4 – Data Analysis
and Interpretation
4.1 Introduction 25
4.2 Analysis Based On Demographic Profile 26
4.3 Analysis Of Hypothesis 37
CHAPTER 5 - Conclusion
5.1 Overview 46
5.2 Findings 46
5.3 Suggestions 48
5.4 Conclusion 52
BIBLIOGRAPHY
QUESTIONNER
LIST OF TABLES
TABLE NO. TITLE PAGE NO.
4.2.1 Gender 26
4.2.2 Age 27
4.2.3 Please indicate the highest level of education you 28

have achieved
4.2.4 Occupation 29
4.2.5 Approximate Annual Average Income 30
4.2.6 Do you purchase/or consume organic foods? 31
4.2.7 Are you concerned about the effects that non-organic 32

farming has on the environment
4.2.8 It is essential that I consume organic foods 33
4.2.9 Do you think organic food is healthier and more 34

nutritious
4.2.10 Does the idea of eating genetically modified 35

foods or fortified foods bother you at all
4.2.11 For how long have you been using organic products 36
4.3.1 Group Statistics for the difference in customer’s 37

purchase behavior based on gender.
4.3.2 Independent Sample Test for the difference in 37

customer’s purchase behavior based on gender.
4.3.3 ANOVA between customers purchase behavior based 38

on their age.
4.3.4 Correlation between customers purchase behavior 38

based on their education.
4.3.5 Correlation between customers purchase behavior 39
4.3.6 Crosstabulation between customers purchase behavior 40

based on their occupation.
4.3.7 Chi- Square Test between customers purchase 40

behavior based on their occupation.
4.3.8 ANOVA between customers purchase behavior based 41

on their annual average income.
4.3.9 Group Statistics between customers mentality towards 42

eating modified food based on gender.
4.3.10 Independent Sample test between customers mentality 42

towards eating modified food based on gender.
4.3.11 ANOVA between customers mentality towards eating 43

modified food based on their age.
4.3.12 Chi- Square Test between customers mentality 43

towards eating modified food based on their
education.
4.3.13 ANOVA between customers health and nutrition 44
awareness based on their age.
4.3.14 ANOVA between customer’s health and nutrition 45

awareness based on their education.
LIST OF CHARTS
CHART TITLE PG.NO

NO.
4.2.1 36
Gender
4.2.2 37
Age
4.2.3 38
Please indicate the highest level of education you have
achieved
4.2.4 39
Occupation
4.2.5 40
Approximate Annual Average Income
4.2.6 41
Do you purchase/or consume organic foods?
4.2.7 Are you concerned about the effects that non-organic 42

farming has on the environment
4.2.8 It is essential that I consume organic foods 43
4.2.9 44
Do you think organic food is healthier and more
nutritious
4.2.10 45
Does the idea of eating genetically modified foods or
fortified foods bother you at all
4.2.11 46
For how long have you been using organic products
CHAPTER-1
INTRODUCTION
CHAPTER-2
REVIEW OF LITERATURE
CHAPTER-3
RESEARCH METHODOLOGY
CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION
CHAPTER-5
FINDINGS, SUGGESTIONS &
CONCLUSION
CHAPTER-1 INTRODUCTION
1.1 AN OVERVIEW
Organic cultivating or to state essentially natural cultivating is one of the out of date
practices of agribusiness which has been provided for us by our progenitors. Any food item can be
named as natural just when it is liberated from poisonous pesticides, synthetic composts or
hereditarily changed climaxes and it follows natural cultivating guidelines in regard to worries for
soil, water and air. These contemplations for climate and mindfulness on self-wellbeing as brought
about the expansion of food created naturally in India. Natural food items market has shown a huge
development since 1990s. Interest for food items developed naturally has shown monstrous expansion
in worldwide market. Around 162 nations are rehearsing natural food cultivating in 37 m Ha of land
committed to natural cultivating. Universe of Organic Agriculture has announced India as the greatest
maker of food created naturally inside the world.
Natural Farming is around 10000-year-old. It has its underlying foundations from

Neolithic age in Mesopotamia Civilization. One more Indian Epic Mahabharata specifies the job of
Kamdhenu, the heavenly cow on soil ripeness. The strict writings of India the "Vedas" also notice the
utilization of natural methods in agribusiness. Apparatus Veda (2500-1500 BC) discusses natural
manure and Atharva Veda likewise specifies the same. Sukra (IV, V, 94, 107-112) makes reference
to, to protect development in plants, they ought to be supported with waste of different creatures like
goat, sheep, cow alongside water. Kautilya's Arthashartha additionally makes reference to the
utilization of a few green fertilizer and discharge of creatures. The dad of present day natural farming,
Albert Howard (1900-1947) dealt with building up the natural compositing measure at Pusa,
Samastipur, Bihar. He additionally referenced about his creation in an archive "An agribusiness
Testament". Taking motivations from his thought J I Rodale, promoted the term supportable
horticulture and came to be known as an early supporter of practical farming in USA (1942).
1.2 PROFILE OF THE SECTOR
The methodology and viewpoint towards horticulture and showcasing of food has
seen a quantum change worldwide throughout the most recent couple of many years. While prior the
seasons and the environment of a zone figured out what might be developed and when, today the
"market" figures out what it needs and what ought to be developed. The spotlight is presently more
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on amount and "external" quality (appearance) rather than natural or dietary quality, likewise called
"essentialness". Pesticide and other compound deposits in food furthermore, an in general diminished
nature of food have prompted a stamped expansion in different infections, primarily different types
of disease and diminished real resistance. This colossal commercialization of agribusiness has
likewise had a negative impact on the climate. The utilization of pesticides has prompted colossal
levels of substance development in our current circumstance, in soil, water, air, in creatures and
surprisingly in our own bodies. Composts have a transient impact on profitability yet a more extended
term negative impact on the climate where they stay for quite a long time in the wake of draining and
running off, defiling ground water what's more, water bodies.
The utilization of cross breed seeds and the act of monoculture have prompted an
extreme danger to nearby and native assortments, whose germplasm can be lost until the end of time.
The entirety of this is for "efficiency". For the sake of developing more to take care of the earth, we
have taken some unacceptable street of unreasonableness. The impacts as of now show - ranchers
ending it all in developing numbers with each spending year; the frightful impacts of pesticide
splashes by an administration possessed manor in Kerala a few years prior; the pesticide polluted
filtered water and circulated air through drinks are just a few occurrences. The master plan that
infrequently makes news anyway is that great many individuals are still deprived and where they do
get enough to eat, the food they eat has the capacity to in the long run execute them.
Natural cultivating was drilled in India since millennia. The incomparable Indian
progress flourished on natural cultivating and was perhaps the most prosperous nations on the planet,
till the British controlled it. In conventional India, the whole horticulture was worked on utilizing
natural strategies, where the manures, pesticides, and so on, were acquired from plant and creature
items. Natural cultivating was the foundation of the Indian economy and cow was adored (is as yet
done so) as a divine being. The cow, given milk, yet in addition gave bullocks to cultivating and
fertilizer which was utilized as composts.
India has popularity for natural food developing at accumulate development rate
(CGAR) of 25% yearly. By 2020, it is anticipated to stretch out from present market size of Rs.4000
crore and arrive at Rs. 10,000-12000 crore-reports by Assoc ham. India purportedly has most extreme
ranchers who have decided on natural cultivating. The neighbourhood market in India is assessed at
INR40, 000 million in the current situation which by 2020, is relied upon to develop by
INR100,000—INR120, 000 million. India’s all out market for pressed natural food in 2016 was INR
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534 million which has developed by 17.5% more than 2015-16, and will assessed reach INR 874
million in 2020-21.
Previous research on organic food products and primary data collected, factors
affecting Organic food products in India were identified. Factors having an impact on the potential
demand for organic products are Awareness on Health, Paying Capacity, Education and Awareness,
Concern for Environment and Spirituality.
The quickly expanding medical problems in light of undesirable food utilization,

irregularity in work and individual life, changes in way of life have made the Indian buyer much still,
small voice about what they eat. They are more disposed towards devouring good food which is
liberated from synthetic pesticides.
Expanded pay and ability to pay towards sound life is likewise a factor influencing
request of naturally developed food items in India. The per capita pay of Indians expanded by 8.6%
1in 2018 and was recorder at Rs 1,13,000 when contrasted with Rs 1,03,000 out of 2015-16. India is
required to accomplish the third situation as world's biggest shopper economy by 2025.
Essential information gathered likewise demonstrated that training is a

significant factor that encourages interest for food items developed naturally. Instructed individuals
have mindfulness about natural food and consequently incline toward them over routinely developed
food. Worry for climate has been recognized as a determinant for request of natural food items.
Customers additionally search for reasonable utilization of common assets with the goal that it tends
to be re-established for the ages to come. India is a place that is known for rich and changed societies.
Natural methods for cultivating is 1000 years of age in India. They have its root from the Indian Epics
like Ramayana and Mahabharata, where plants, soil, water and creatures were accepted to be oved. It
is indeed, even clear from the essential information gathered.
Indian customers are agreeable to natural items. Interest for natural food items have
expanded lately. India's all out market for stuffed natural food in 2016 was INR 534 million which
has developed by 17.5% more than 2015-16, and will assessed arrive at INR 874 million out of 2020-
21. There are a few factors recognized that structure impression of purchaser about natural food items
in India wellbeing, ecological concerns, instruction, the norm, family pay, age being not many of
them. Chiciudean et al, (2012) indentifies ladies to be a part of the pattern "Natural" had value
concerns. The scientist additionally demonstrates that natural food is requested as it is climate and
creature agreeable. Notice has been distinguished as a significant apparatus for making mindfulness
among customers. Youth is viewed as much impacted by promotions than other age gatherings. Shafie
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and Rennie (2012) distinguished the components that affect customer insight towards natural food
items. Taste, nourishment, newness, appearance of natural items was distinguished, yet greater costs
was the solitary explanation recognized for lesser interest.
Thinking about the situation of 2018, reports by authorities say that "State is most
of the way towards its aspiring objective of going 100% natural and agronomically independent by
2020". This significant change in of the Indian State became conceivable in light of the fact that of
the expanding medical issues. Kerala has the greatest education rate and dominant part of its residents
were settled abroad. The pattern of depending on imported food expanded and the dread of raising
odds of malignancy in view of compound pesticides found in this imported food and this dread caused
a circumstance of criticalness for moving toward natural produce. India being a land of culture and
custom advances the estimation of family. Dr.H.M. Chandrashekar (2014) discovered that cost of
natural food was a significant justification low interest in the city of Mysore. Additionally, he likewise
recognized inaccessibility of natural items which prompted a purchaser of natural item purchase non-
natural item. There were not very many shops for natural items in the city and had almost no or no
assortment to brought to the table. Over all the proportion of non-natural purchasers was nearly higher
on account of absence of mindfulness about natural produce. Training played a significant job in the
interest of natural food. Brijesh Sivathanu in 2015, saw females having more tendency towards
natural items than men. He additionally distinguished training, pay and mindfulness as key
determinants for the request of natural food.
The Organic food industry is developing at quick rate on an overall premise and is
presently has been the matter of much media consideration over the previous decade. In the course of
recent years, the Organic food industry in India has been encountering a yearly development between
20-22 percent. India can possibly be biggest Organic food maker. In India, there are more than 15,000
ensured Organic ranches and the number is developing quick over the course of the year.
As indicated by the Indian Competence Center for Organic Agriculture, the

worldwide market for Organically delivered food sources is $26 billion and is assessed to increment
to $102 billion by 2020. The eventual fate of Organic farming will, to an enormous degree, rely upon
shopper interest .
Consequently, a customer situated way to deal with understanding comprehensive

and green showcasing is significant in its own right, yet in addition regarding reaction to moving
business sector elements. From a showcasing point of view, it is critical to comprehend the disposition
of shoppers in regards to naturally created nourishments, and how utilization can be advanced. Item
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advancement and promoting methodologies are likewise influenced by purchaser convictions,
mentalities and reactions. This could change contingent upon the locale of the world. Accordingly,
an unmistakable comprehension of customer mentalities and the inspirations fundamental activities
in reacting to naturally developed items in India is significant. Organic produce or items are those
created and handled through climate well-disposed methods, non-artificially treated, new or
negligibly prepared, non-pesticide, liberated from hereditarily changed organic entity, having
Organic authentications, customary/native items, home grown item and normally developed. The
market of natural items is developing as the quantity of individuals willing to eat Organic food and
disposition towards Organic food items is expanding. The fate of Organic horticulture will, to a huge
degree, likewise rely upon ideal mentality and inspirational components towards Organic food items.
The increment of the ecological mindfulness considerately affected purchaser

conduct, with the green item market growing at a momentous rate. Therefore, in the previous a very
long time there have been an expanded of creation and utilization of naturally delivered items which
is viewed as having less effect on the climate. The development of Organic horticulture is viewed as
a component of the arising advertising patterns where shoppers request to understand what benefits a
food could convey prior to settling on a buying choice. Albeit the interest for Organic food is as yet
light, there are signs that markets are developing and development rates over he most recent couple
of years eased back to under 10%. To help exchange Indian horticultural items and catch critical offer
in worldwide market, it is a basic that India centres around Organic items which give it serious edge
in worldwide market, specifically natural cotton, flavours, fundamental oils, therapeutic and sweet-
smelling plants and new leafy foods. Organic buyer is that individual who is liable for purchasing
nourishment for the family and who purchases Organic food in any event on more than one occasion
each month. In this way, if there are individuals who purchase haphazardly or not exactly once per
month then they are not viewed as standard Organic customers. A Organic buyer has more certain
convictions concerning Organic items. For instance, this item tastes better, is more characteristic, is
better they accept that more than non-Organic customers. They accept that individuals who are
essential to them, individuals who are near them, additionally by Organic items they accept that it is
ideal that they purchase Organic items .corresponding to development capability of buyer interest and
its cut-off points numerous scientists have distinguished and positioned inspirations for purchasing
Organic items and have by and large showed a positive image of solid interest.
The worldwide natural food market developed by 9.7% in 2009 to arrive at an

estimation of $60 billion. In 2014, the worldwide natural food market is conjecture to have an
estimation of $96.5 billion, an increment of 60.7% since 2009. The products of the soil section created
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31.5% of the worldwide natural food market' by and large incomes. At present, around 70% of natural
farming things created in India being traded. Natural items bring a 20-30 percent more exorbitant cost
than inorganic items on the planet market. As per the Indian Competence Center for Organic
Agriculture, the worldwide market for naturally delivered nourishments is $26 billion and is assessed
to increment to $102 billion by 2020. As a feature of tenth Five Year Plan (2002-07), the public
authority reserved Rs. 100 crore (Rs 1 billion) for the advancement of supportable horticulture in the
country, however the fundamental segments of this activity have profited trades, from the setting up
of public natural principles under NPOP (National Program for Organic Production), setting up an
arrangement of accreditation for items, and building up APEDA (Agricultural and Processed Food
Export Development Authority) as the nodal organization to advance fares openings.
1.3 SIGNIFICANCE OF THE STUDY
1. High superior: Organic food is ordinarily estimated 20 - 30% higher than

traditional food. This premium is vital for a little rancher whose pay is only adequate to take care of
his/her family with one supper.
2. Low speculation: Organic cultivating regularly doesn't include capital venture as

high as that needed in synthetic cultivating. Further, since natural composts and pesticides can be
created locally, the yearly expenses caused by the rancher are likewise low. Agribusiness enormously
relies upon outer factors like environment, bothers, infection. Besides, the vast majority of the little
ranchers are reliant on common downpour for water. Along these lines in instances of common
catastrophe, nuisance or illness assault, also, unpredictable precipitation, when there is a harvest
disappointment, little ranchers rehearsing natural cultivating need to endure less as their ventures are
low.
3. Less reliance on cash moneylenders: Many little ranchers overall end it all Since
synthetic sources of info, which are expensive, are not needed in natural cultivating, little ranchers
are definitely not reliant on cash loan specialists. Harvest disappointment, in this manner, doesn't
leave a natural rancher into colossal obligation, and doesn't compel him to make a limit stride.
4. Collaboration with living things: Organic cultivating includes cooperative energy

with different plant and creature life structures. Little ranchers can comprehend this collaboration
effectively and subsequently think that its simple to execute them.
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5. Customary information: Small ranchers have bounty of conventional information
with them and inside their local area. The vast majority of this customary information can't be utilized
for synthetic cultivating. In any case, with regards to natural cultivating, the ranchers can utilize the
customary information. Further, if there should be an occurrence of natural cultivating, little ranchers
are not reliant on the individuals who give compound expertise.
However, the image painted for the future by agro-compound and seed
organizations and governments is blushing and brilliant .Another negative impact of this pattern has
been on the fortunes of the cultivating networks around the world. This is the place where natural
cultivating comes in. Natural cultivating has the ability to deal with each of these issues. Other than
the undeniable prompt and constructive outcomes natural or regular cultivating has on the climate
and nature of food, it additionally extraordinarily assists a rancher with getting independent in his
requirements for agro-inputs, and lessen his expenses. Synthetic agribusiness and the farming and
food dispersion frameworks have created, spread, supported and now share an advantageous
relationship which influences every one of us from various perspectives.
1.4 OBJECTIVE OF THE STUDY
The fundamental target of this examination is to discover the effect of

conduct on natural food utilization. The conduct boundaries that were considered for the
investigation are proposal, mindfulness, taste, status, media openness, cost and demography.
The goals of the examination are as per the following:
1. To analyse if users and non-users are similarly mindful of organic and naturally produced
food .
2. To decide whether taste, status and openness to media affect the utilization of organic and
naturally produced food.
3. To decide whether the use on among organic and naturally produced food shoppers is
dependent upon various demographic basis.
4. To look at if there is a relationship between education and customers purchase behaviour

organic and naturally produced food shoppers.
5. To analyse if the users and non-users are aware about the health and nutritious values of
organic and naturally produced food.
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1.5 SCOPE OF THE STUDY
Major created nations have showed a tendency towards food items developed
naturally. Every one of the developed urban areas in India have additionally shown expanded
interest for naturally developed food items as of late. According to reports over 85% natural
food produce is sent out from the districts of Tamil nadu in India. India has been the great
exporter of natural tea and a lot more items are before long expected to join the rundown. India
significantly has interest for natural vegetables, rice, cashew, espresso, wheat and rice. While
mangoes, oranges and bananas make the most requested natural organic products in India. The
investigation targets recognizing the effect of social variables like monetary status, worry for
climate, paying limit and individual components like effect on wellbeing, tendency towards
otherworldliness, and keeping a social class on buyer purchasing conduct towards natural items
in India.
1.6 LIMITATION OF STUDY
The principle issue related with naturally delivered food in India is to

comprehend whether individual or social components influence the interest for food items
created naturally? Further understanding the job of socioeconomics on the interest of naturally
delivered food in India is likewise significant.
The green transformation in India changed the waning rural area, yet the
expenses have been high. Abuse of manures, utilization of a lot pesticide, low information in
rural sciences and innovation among the ranchers, insufficient training, inappropriate seed
assortment, mixture seeds and so on have brought about diminished soil richness and ill-
advised equilibrium of supplements in the food that is delivered. The wellbeing of ranchers
who utilize substance pesticides is in danger. Purchasers are in danger. The created nations
have begun to understand these difficulties and are proliferating the deal and utilization of
natural food. The Indian rancher had been utilized to the arrangement of Jaivik krishi for ages.
On the off chance that the produce of this arrangement of agribusiness brings about better
quality food then individuals and subsequently the public authority should see techniques to
advance its utilization among the residents. Due to the significant expense of transformation
and more noteworthy interest in the created nations, most ranchers who are changing over to
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natural cultivating are trading their produce. The inflow of unfamiliar trade has likewise
brought about the public authority advancing it as a fare arranged thing. Natural produce lacks
the push inside the country regardless of its numerous advantages to the residents and ranchers.
With financial development and spread of schooling in the nation, individuals are presently
capable and willing to settle on practical decisions.
1.7 CHAPTER EXPLANATION
CHAPTER 1
INTRODUCTION- consists of the outline of the purchaser attitude towards online shopping,
convincing factors, and future prospects and also promotes the purpose for which the study
has been conducted. This segment shows the readers about what and why the research study
has been done.
CHAPTER 2
REVIEW OF LITERATURE- Followed by the second portion of the study where the entire
theoretical evidences are discussed. This section consists of the theoretical sketch of the study.
It provides the clear view on the theories on the study. These frameworks help the researchers
with the models to support the study. This is the part which is the support for the postulates in
the research study. This part classifies the theory which in turn elaborates the description of the
research problem.
CHAPTER 3
RESEARCH DESIGN- This chapter of the study helps the readers to understand the study.
These are the procedures and set methodologies used for the collection and interpretation of
data. This explains the readers about the type of work done by the researcher. The objective of
this chapter is to frame the design of the particular research.
CHAPTER 4
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DATA ANALYSIS AND INTERPERTATION- This division of the study contains the
gathered data and the processed statistics of the responses. This part of the study involves in
the process of collection and interpretation of data. This is the most important part where the
result of each of the response brings out the appropriate outcome of the study. This further
brings out the evidence for the preceding conclusion for the analysis
CHAPTER 5
CONCLUSION- This section of the study drives out the end result obtained through these
processes. The most crucial part of any research is the conclusion part, because where the
suggestions, recommendations and also the solutions for the identified problems. This is the
summarization of the entire research project.
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CHAPTER-2 REVIEW OF LITERATURE
2.1 INTRODUCTION
Throughout the most recent decade, the natural food area has been one of the
quickest developing fragments in the worldwide food market (Sahota, 2015). In 2014,
worldwide retail deals of natural food and drink added up to 80 billion US dollars, which is a
five-crease expansion in turnover since 1999 (Sahota, 2015). The consistent development of
this market is not just reflected in the quantity of administrators and the general portion of rural
land, yet in addition in the interest for natural food.
In numerous nations, the interest for natural food is becoming considerably

quicker than homegrown creation and supply. This stockpile shortfall has prompted high
import portions of numerous natural food items (Willer and Schaack, 2016). Therefore,
homegrown customers are given a wide assortment of natural items from unfamiliar nation of-
starting points (COOs), which are on the whole vieing for piece of the pie in this exceptionally
unique market.
2.2 REVIEW OF LITERATURE ON ORGANIC FOOD PRODUCTS
2.2.1 MARKETING OF ORGANIC FOOD PRODUCTS
Grossman, M. (1972) in his paper on the concept of health capital and the
demand for health “During the last four decades, a progressive increase in environmental
consciousness has emerged as the environment moved from a fringe, to a mainstream issue.
Coddington, W. (1993), in the paper Environmental Marketing – Positive
Strategies for Reaching the Green Consumer mentioned the change in the perspective of the
consumers. Generally fulfillment of purchasers for natural food was high than inorganic food.
That implies shoppers of this food were very content with the food. Purchasers believe that
natural food is exorbitant.
Mintu-Wimsatt, A. and Bradford, M. (1995), in the paper “In search for

market segments for green products”, Advances in Environmental Marketing: New
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Developments in Practice discovered that advertisers are quick to sell the natural items with
the expanding attention to issues, for example, climate, naturopathy and green world. Climate
amicable items are acquiring fame among purchasers since they are more mindful about their
wellbeing and assurance of the climate. Advertisers engaged with deals of natural food need to
portion their market logically to amplify the piece of the pie. Individuals who trust in medical
advantages, taste and security of climate and accept to improve their way of life can be the
likely purchasers of natural food. Also purchasers will "pay for the advantage of purchasing
green"
Schlegelmilch, B.B., Bohlen, G.M. and Diamantopoulos, A. (1996) in the
paper “The link between green purchasing decisions and measures of environmental
consciousness” discovered that numerous components prompted the shoppers to be pulled in
towards climate, clarified by various investigations during this period. This issue likewise
pulled in the media to investigate, coming about more tough enactment, which further brought
about the ascent of head bunch exercises that has driven purchasers to turn out to be more
worried about the climate, coming about further, in extraordinary blends of major modern
catastrophes.
Von Alvensleben, R. (1998), in the paper “Ecological aspects of food

demand: the case of organic food in Germany” discovered that Consumers were stressed over
the effect of ecological harm on their wellbeing and security. Their tension constrained the
advertisers to join climate issue in their dynamic. Further two significant perspectives, for
example trust in food and wellbeing awareness have arisen as principle attractions for the
buyers towards natural food. This cognizance towards wellbeing is developing steadily with
the increment old enough. Indeed, even Germany isn't a long ways behind concerning the
mentality towards natural food.
Krissoff (1998), in his paper have found that consumers purchase organic
products because of a perception that such products are safer, healthier and more
environmentally friendly than conventionally produced alternatives.
2.2.2 CUSTOMER ATTITUDE TOWARDS ORGANIC FOOD PRODUCTS
Chinnici, G, D’Amico, M and Pecorino B (2002), in his paper “A

multivariate statistical analysis on the consumers of organic products”, found that for a very
long time there has been a propensity towards a "normalization" in the shopper propensities for
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individuals living in nations with cutting edge financial turn of events. This has been caused
both by the adjustment in the items accessible and in ways of life and by the "power" gained
by present day dispersion channels (enormous retail dissemination). Aside from this turn of
events, in any case, there has been expanding interest, especially over the most recent ten years,
in dietary, wellbeing and cleanliness items described by excellent creation and substance,
which might be firmly associated with the set of experiences and additionally culture of the
region. Altogether, subsequently, to comprehend the systems that control the buyer market of
natural produce better, a review was completed to characterize the utilization, buy and
affectability to the cost of these items corresponding to the inclinations communicated by
purchasers as respects the advantages related with the utilization.
Geoffrey Lawrence and Janet Grice (2004) in his paper Choosing
Organics: A Path Analysis of Factors Underlying the Selection of Organic Food among
Australian Consumers found that there were various segment contrasts among buyers and non-
consumers of natural nourishments. There was an unmistakable sex measurement to natural
utilization with 44.1 percent of ladies respondents professing to have devoured confirmed
natural food sources contrasted with just 33.8 percent of men. These rates are amazingly near
those detailed by Davies et al. (1995) for Northern Ireland (46.2% for ladies and 34.4% for
men) in 1992-93, in spite of the fact that it is imperative to take note of the probability that
general paces of natural utilization have expanded in the decade since that information was
gathered (see Tovey 1997). Center gathering information and other research (Cunningham
2001) propose that the more elevated level of obligation taken by ladies for taking care of
youngsters and other relatives may go some approach to clarifying this sexual orientation
distinction, with individuals frequently more worried about what their youngsters eat than what
they eat themselves.
Dabbert, S., Haring, A.M. and Zanoli, R. (2004), in the paper Organic
Farming Policies and Prospects and Padel, S., Jasinska, A., Rippin, M. and Schaack, D. , in
the paper “The European market for organic food in 2006” discovered that due to organic trend
being weakened in the Eastern and southern Europe, Italy being an exception, consumers of
these areas were not much interested in the organic food.
Yirido emmanuel, K., Bonti-Ankomah, S. and Martin Ralph,C. (2004),

in his paper Organic and conventional food: A literature review of the economics of consumers’
perceptions and preference, Revealed contrasts between yield from natural versus traditional
creation relies upon numerous components, for example, the board abilities, size of the activity,
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stage during the change to natural horticulture, and the board system of the past cultivating
framework. A few examines including low-input agribusiness have detailed higher yield from
natural creation contrasted with regular creation. In any case, when all is said in done, natural
creation frameworks produce lower yields contrasted with regular frameworks, however this
will in general be made up for by higher maker and retail costs, making cost expenses a basic
factor for natural area productivity.
Shepherd, R., Magnusson, M. and Sjo¨deń, P.O. (2005), in the paper
“Determinants of consumer behavior related to organic foods” found that Consumers buy
organic food mainly because of health benefits
Fraj, E. and Martinez, E. (2007), in the paper “Ecological consumer

behaviour: an empirical analysis” disclose that purchasers having a place with the
environmental market portion are the individuals who are portrayed by their self-satisfaction.
These individuals consistently have confidence in personal development and make a move,
which are testing. They are keen on natural way of life, for example natural awareness,
choosing and dismissing items and furthermore chipping in themselves in different occasions,
which are acquainted with ensure the climate. This section would normally invite changes and
check out those organizations which are focused on climate and dispatch new items and
showing them as another energizing experience.
Mostafa, M.M. (2007), in the paper “Gender differences in Egyptian

consumers green purchase behavior: the effects of environmental knowledge, concern and
attitude” disclosed that Different researchers explored the various features which contributed
to shape the nature of behavior of ecological consumer. confirms the influence of consumers’
ecological knowledge, concern and attitude on gender differences in green purchase behavior.
Most ecological consumers are well-educated, young adult women, who have more money to
spend. They expect green products to satisfy their needs. Environmental benefits are additional
attraction for them. Moreover they are conscious about the environmental claims. They are
ready to pay premium price after verifying the environmental claims and individual benefits
given to them.
Chakrabarti, S., Baisya, R.K. (2007), in his paper "Purchase motivations

and attitudes of organic food buyers", inspected the job of significant customer inspirations and
perspectives for both customary and incidental purchasers in the acquisition of natural food. A
study of 120 natural food purchasers through methodical inspecting strategy has been done in
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the Delhi National Capital Region (NCR) before significant natural food outlets between
February to June 2006 period. The paper features the connections of the picked inspirations
and mentalities with the quantity of classes purchased by both standard and periodic
purchasers. It recognizes the inspirations to which more significance is connected by normal
and periodic purchasers and by trailblazers. It additionally recognizes the significant contrasts
saw in the Indian market contrasted with significant global business sectors regarding natural
food market elements. This paper additionally features the part of select segment and time
factors in clarifying the inspirations and the perspectives picked.
Grant, J. (2007) in his paper Green Marketing Manifesto and Grossman, M.
in his paper on the concept of health capital and the demand for health”During the last four
decades, a progressive increase in environmental consciousness has emerged as the
environment moved from a fringe, to a mainstream issue.
Padel, S. and Lampkin, N.H. (2007), in the paper “The development of
governmental support for organic farming in Europe”, in Lockeretz, W. (Ed.), Organic
Farming: An International History in the studies mentioned above have played an important
role in understanding the purchasing pattern of the consumers and encouraging the expansion
of green products at a fast pace. Every market has different factors determining the popularity
of organic food. The change in attitude towards organic food was initially seen at a political
level first in Europe and then followed by North America and Japan, which came in response
to the growing interest in organic products due to the serious problems caused by the dominant
world view underlying the theories and methodology of technology such as over production,
environmental pollution, food scare and the depopulation of rural areas.
Aschemann, J., Hamm, U., Naspetti, S. and Zanoli, R. (2007), in the paper
“The organic market” and Richter, T. (2008), in the paper “Trends in the organic retailing
sector in Europe 2007” concluded that the developed and industrialized cities in these areas
showed a remarkable growth in the market share of certified organic food products.
Padel, S., Jasinska, A., Rippin, M. and Schaack, D. (2008), in the paper
“The European market for organic food in 2006” discovered that due to organic trend being
weakened in the Eastern and southern Europe, Italy being an exception, consumers of these
areas were not much interested in the organic food.
Paladino, A. and Baggiere, J. (2008) in the paper “Are we ‘green’ An

empirical investigation of renewable electricity consumption”, concludes that Besides these
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efforts consumer awareness also encouraged consumers to take some responsibility to reduce
environmental damage through recycling and purchasing ecologically sound products.
Dipeolu, A.O., Philip, B.B., Aiyelaagbe, I.O.O., Akinbode, S.O. and

Adedokun, T.A. (2009), in the paper “Consumer awareness and willingness to pay for organic
vegetables in S.W. Nigeria” published in Asian Journal of Food and Agro-Industry explains
that Nigerian consumers are also aware as well as agree that organic food is healthier, tastier,
has no harmful effects and is of better quality than the inorganic food.
Joris Aertsens, Wim Verbeke, Koen Mondelaers and Guido Van

Huylenbroeck (2009), in their paper found that Both the qualities hypothesis and the
hypothesis of arranged conduct have been alluded to as applicable hypotheses for better
arrangement customers' decision for organic food. Organic food utilization choices can be
clarified by relating traits of organic food with more conceptual qualities, for example,
"security", "gratification", "universalism", "generosity", "incitement", "self-bearing" and
"similarity". Hitting home with these qualities can emphatically impact perspectives towards
natural food utilization. Other than disposition, emotional and individual standard and (saw)
social control impact utilization of organic food.
Chakrabarti, S. (2010), in the paper “Factors influencing organic food

purchase in India – expert survey insights”, discovered that Among developing countries, India
is one of the most potential markets for marketing organic food. Many people since centuries
are well aware that the organic food is much superior from the point-of-view of health than that
of the inorganic food, India had been one of the main follower of organic food in fact it had
been fully dependent upon the natural fertilizers. Therefore, India can be the best potential
market for the marketers of organic food, but to fit themselves in, they will have to have the
confidence of the consumers, who are the loyal customers of organic food, with their quality
products.
Garcıá-Gallego, A. and Georgantzı´s, N. (2011), “Good and bad increases

in ecological awareness: environmental differentiation revisited”, Strategic Behavior and the
Environment discovered that Effective missions assume famous part in making mindfulness in
the personalities of shoppers and they are prepared to go through more cash for green items.
Mohamed et al. (2012) in his paper examined that shoppers are a lot of worry
about their wellbeing and their food decision to remain sound. Wellbeing concern has impact
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over shopper mentality toward Organic food. Shoppers' disposition towards natural food and
their ability to follow through on premium cost by individuals in the capital of Egypt.
Wellbeing cognizant way of life was discovered to be the principal persuading variable of
natural food buy, just as readiness to pay. Greater cost tag and uncertainty about the validity of
natural accreditation were discovered to be the superb boundaries of procurement conduct of
natural food purchasers.
Ozguven (2012), in his paper investigated the inspiration components of
shoppers to purchase natural food items in Izmir. A large portion of the respondent shoppers
favored natural milk, products of the soil. The outcomes demonstrated that quality and cost
were more informative elements. Cost and quality were found to have more huge relationship
than different components. Item quality alludes to the incentive for cash. For the most part,
natural customer is less value touchy and more worry over quality.
Justin Paul, Jyoti Rana, (2012), in their paper "Consumer behavior and
purchase intention for organic food", Journal of Consumer Marketing” discovered that
Consumers were happy with natural nourishment for assortment of reasons. Sound substance
started things out in their psyche over naturally protected, fulfills evolving taste, disposition of
the clients, and helps in keeping up status in the general public. Nature of the item was likewise
a vital factor for shoppers, of natural food. Generally fulfillment of purchasers for natural food
was high than inorganic food. That implies shoppers of this food were very content with the
food. Purchasers believe that natural food is exorbitant. And yet they accept that greater cost
can be paid for the sound substance and eco-accommodating of the item. Buyers were not
adhere to the natural food buy as it were. They purchased inorganic food in blend with natural
food. It tends to be surmised that the Marketers need to section their market cautiously and
outline their promoting system to persuade these potential buyers adequately.
Ling (2013), in his paper assessed shoppers' buy goal of green items with a
plan to inspect drivers and its directing variable that affecting customers' buy goal. Natural
consideration is one of the principle inspirational components towards buying any item
including Organic items. A few investigations have indicated that natural creation makes less
damage the climate. Buyer are progressively getting natural cognizant and willing to add to
ensure the ecological through any methods.
2.2.3 CONSUMER'S PERCEPTION TOWARDS ORGANIC FOOD PRODUCTS
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Manoranjan Dash(2014) in his paper “Consumer's Perception towards
Organic Food Products” found that Since the time the hippies raised their worry with respect
to unsafe impact of expanding utilization of synthetics in cultivating, the buyers are getting
cognizant and particular about eatable items. This expanding mindfulness has caused shifts in
purchasers' preferences and inclinations which have prompted the homegrown just as
worldwide ascent sought after for natural items. Mindfulness and information has become a
pivotal factor in changing the mentality and conduct of purchasers towards natural food
sources, which thus drives the development in the natural food markets.
Mehra, S. and Ratna, P.A. (2014) in their paper ‘Attitude and behavior of
consumers towards organic food: an exploratory study in India’ discovered that ladies and more
youthful buyers showed an uplifting mentality towards natural food and saw utilization of
natural food to be a better food choice. They were excited about getting item data and looked
at marks while choosing nutritious food. Ladies saw utilization of natural food tobe a better
choice. Customers had an inclination for food that tasted great, and were prepared to follow
through on a greater expense for such food. A large portion of the customers in the center pay
bunch showed an inspirational disposition towards organic food.
J. Thorgosen et al., (2015) analyzed the components impacting natural food
utilizations in China market. The paper provided details regarding the discoveries of the
examination into buyer insight toward hamburger and the impact of these discernments on
utilization. The impact of mentalities and significant others (emotional standards) on goal to
purchaser were investigated. The discoveries uncovered that both disposition and the abstract
standard impacted expectation to burn-through, yet it was demeanor that was discovered to be
of more prominent significance. Abstract standards are one of the significant variables which
impact the shopper to buy certain item. Particularly, in a country where there is high social
connection. Individuals will in general follow the reference gathering, pioneer who thus impact
the gathering towards the specific conduct and activity.
IrinSutha& Solomon T, 2016 in his paper Consumer Attitude and Purchase

intension towards Organic Food the event of Organic food remains babe stage in India. it's
necessary to understand regarding the patron perspective towards Organic food, supported
shopper perspective model factors like shopper information, Environmental concern, personal
norms, subjective norm and shopper purchase import square measure measured which permit
America to seek out the patron perspective and get import on Organic food. customers disagree
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from one another; they have totally different concepts, taste, perception, likes and dislikes,
perspective in easy term it's thought oriented , if shopper has positive thought on organic food
it will produce the acquisition import.
Mr. Sathis Kumar and Dr. E. Muthukumar, 2016 in his paper Factors
influence purchase of organic products in Nilgiri district ”.It is known those customers in
Nilgiri district gave additional importance to factors like health, environmental safety,
information and culture wherever organic food was involved. However, they were indifferent
towards attributes of organic food like style, color of the food etc.
Dr. D. T. Venkatakrishnan 2017 in his paper A study on consumers’

awareness towards organic food products with special reference to Tirupur district In today’s
world organic food product was important for the people at large to steer a healthy life. Became
a basic necessity in human life. During this paper, a shot has been created to search out the
shopper’s awareness towards organic food. A sample of a hundred respondents‟ was
purposively elect from Tirupur District. The chosen samples area unit analyzed exploitation
easy share, chi-square test and multivariate analysis test. It’s found that 3variables particularly
there exists any vital association between gender, age, qualification, monthly financial gain and
client awareness towards organic food product of the respondents
2.2.4 CONSUMERS’ BUYING BEHAVIOUR TOWARDS ORGANIC FOOD

PRODUCTS
B. Krishnakumare and S. Niranjan (2017) in their paper “Consumers’

Buying Behaviour towards Organic Food Products in Tamil Nadu” uncovered that customers'
conduct assumes a significant part in natural food items fragment. The marketeers of natural
food sources should be imaginative and dynamic to meet the changing buy conduct for natural
food items among the metropolitan occupants. Most of natural food devouring respondents
accepted that natural food items contained no pesticides, while the greater part of the non-
natural food burning-through respondents accepted that natural food wares were regular items.
The principle purpose for purchasing a natural food item was wellbeing cognizance. In spite of
the fact that the natural food item was respected sound, the absence of trust on the innovation
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of natural food item was another explanation behind not accepting the natural food item in the
investigation territory.
Abisha . K. A. & Dr. P. Kannan in their paper Consumer Awareness and
Satisfaction towards Organic Products in Palakkad District found that Among 7 problems faced
by organic consumers, the mean score ranged from 3.86 to 4.44 and the reason ‘Lack of
Awareness about organic ‘secured higher mean score and stood at top, followed by ‘Organic
products are not available’ secured next higher mean score and stood at second, the reason
‘Organic products are not easily available’ secured next higher mean score and stood at third.
Alessio Emanuele Biondo, in his paper Organic Food and

the Double Adverse Selection: Ignorance and Social Welfare found that the creation of natural
food can be impersonated by mechanical creation by methods for advertising. Besides,
customers don't in every case appropriately know which the contrasts among standard and
natural food are. Modern food makers have numerous motivations to imitate excellent natural
creation, both regarding benefits and notoriety. Here, a model with three firm sorts is
introduced: natural food makers, standard food makers setting exorbitant cost to copy natural
food, and standard food makers setting low cost. This model shows that the absence of
information produces two wellsprings of unfavorable determination: the terrible buy made by
buyers purchasing from imitating firms, and the instance of customers purchasing standard
food deliberately, either as a result of their obliviousness or to evade the danger of the awful
buy. On the off chance that right information were accessible, the subsequent result would
change significantly: it is demonstrated that after an arrangement situated to disperse
instruction and mindfulness, a net expansion in social government assistance happens, since
customers' benefit is more prominent than emulating firms' shortfall.
Priyanka Verma in her paper “Factors influencing Indian consumers' actual

buying behaviour towards organic food products” says that organic food sources are seen as
more nutritious, solid, and nature-accommodating than regular food. Customers, in this
manner, are exchanging over to natural food items and will follow through on a top notch cost.
The motivation behind this examination is to look at the elements impacting the buyers' real
purchasing conduct towards natural food sources.
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CHAPTER-3 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN & METHODOLOGY
Examination plans are made based on research goals that incorporate engaging
exploration, exploratory and causal. Exploratory examination is unstructured and is attempted when
a circumstance is obscure, new and next to no is thought about something very similar and makes use
procedures like auxiliary asset investigation, contextual analysis technique, well-qualified assessment
strategy, perception inside and out meetings and centre gatherings. Causal exploration sets up
connections between two factors and to make this relationship, tests should be done. This paper
utilizes illustrative exploration, which helps in portraying the qualities of a circumstance, issue or
marvels. Spellbinding examination was attempted to give a nitty gritty profile of the populace under
investigation, to gauge the synchronous presence of specific marvels and subsequently to portray
whatever is pervasive regarding the development of purchaser's mentality towards natural food.
Various strategies include cross sectional examinations and longitudinal investigations. Single cross
sectional examination was directed which gathers information from a segment or test of the populace
just a single time at a specific timeframe. This was attempted to discover the current disposition of
individuals as for natural food at present in light of the fact that previous investigations would feature
distinctive demeanours.
3.2 AREA OF THE STUDY
Major developed nations have showed a tendency towards food items developed
naturally. Every one of the developed urban communities in India have additionally shown expanded
interest for naturally developed food items as of late. According to reports over 85% natural food
produce is sent out from the provinces of Uttar Pradesh and Madhya Pradesh in India. India has been
the superb exporter of natural tea and a lot more items are before long expected to join the rundown.
India significantly has interest for natural vegetables, rice, cashew, espresso, wheat and rice. While
mangoes, oranges and bananas make the most requested natural organic products in India. The
investigation targets distinguishing the effect of social variables like financial status, worry for
climate, paying limit and individual elements like effect on wellbeing, tendency towards
otherworldliness, and keeping a social class on shopper purchasing conduct towards natural items in
India.
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3.3 DATA COLLECTION METHOD
Information assortment is an interaction of planning and gathering information in a

methodical manner from various sources, which are noticed, recorded and coordinated. Both essential
and optional information was gathered to attempt the examination .For essential information
assortment, quantitative information that gives bits of knowledge about socioeconomics, inclinations
were gathered since it is all around organized and very much arranged, requires nearly less assets as
far as time and cash and to apply measurable apparatuses for investigation of reactions. Study
technique was picked for the assortment of this quantitative information for the engaging exploration
configuration received as it gives extensive data gathered from the example about the point under
examination. There are various kinds of surveys used to gather information like formalized and
disguised, non-formalized and unconcealed, formalized and covered and non-formalized and hid.
The exploration utilizes formalized and unconcealed poll to gather information by means of study
strategy that includes a fixed arrangement of inquiries and answer classifications and revealing the
motivation behind the survey to the respondents. This predefined creation helps in overseeing
countless individuals simultaneously, delivering steady and solid outcomes and makes work
somewhat simpler and subsequently it was picked.
SAMPLING METHOD
There are different mediums to gather input and feelings utilizing review strategy
with the poll like by and by regulated studies, phone overviews, actual duplicates of surveys sent as
sends, messages utilizing web and website pages. Site page strategy was utilized since it is modest,
useful for information handling and doesn't require further designing of survey. Poll was readied
utilizing Google Forms that incorporate different overview fields as mcq text, straight scales, rating
scales, and so on Google Forms were chosen to make the survey and gather information as they offer
extraordinary comfort in making the structure and welcoming individuals to round it out requiring
positively no sign in by the respondent. It likewise offers help in post examination by making a
bookkeeping page of the reactions for additional spellbinding and inferential measurements.
SAMPLING SIZE
The populace from whom the information was gathered involved inhabitants from
Tamil Nadu. There are comprehensively two different ways of Sampling: Probability and Non-
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Probability Sampling. Likelihood inspecting is a procedure of testing where each component of the
populace has an equivalent possibility of being chosen. Non-likelihood testing is a method of
examining in which each component of the populace doesn't have an equivalent possibility of being
chosen. There are a few sorts under the every one of the two. With the end goal of this investigation,
non-likelihood Convenience technique for testing has been finished. In this sub-kind of testing, the
specialists gather information from respondents dependent on their (researcher's) comfort. In this
investigation 93 respondents were chosen by the comfort strategy for Non-Probability Sampling.
3.4 QUESTIONNAIRE DESIGN
The questionnaire consists of three parts:
Part I: Respondent’s personal details of the respondents
Part II: Questionnaire deals with social media usages. Respondents were asked to provide information
regarding the use of organic food products, opinion about the environmental hazards caused by
genetically modified food , frequency of purchases and purposes that motivated them to consume
organic food products.
Part III: of the questionnaire deals with
- Organic food’s health benefits and nutritious value
- Benefits of using organic food products
- Level of satisfaction relating to the organic food products
- Factors that affect consumer’s purchase decision
3.5 RESEARCH INSTRUMENT/STATISTICAL TOOLS USED
The self-constructed questionnaire is built and that is used as the instrument for the
purpose of research in the study. 5point scale option (very satisfied, satisfied, neutral, dissatisfied and
very dissatisfied) is used for the effective data analysis. Factors like demographic factor questions
were included.
Statistical tools used for the analysis of data are:
 Percentage analysis
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 Correlation
 Chi- Square Test
 Standard Deviation
 T-Test
 ANOVA
 Crosstabulation
3.6 RESEARCH HYPOTHESIS
Hypothesis testing is a statistical analysis that uses sample data to assess two
mutually exclusive theories about the properties of a population. Statisticians call these theories the
null hypothesis and the alternative hypothesis. A hypothesis test assesses your sample statistic and
factors in an estimate of the sample error to determine which hypothesis the data support.
When you can reject the null hypothesis, the results are statistically significant, and
your data support the theory that an effect exists at the population level.
I. That is a significant difference in customer’s purchase behaviour based on gender.

II. There is a significant difference in customers purchase behaviour based on their age.
III. There is a significant difference in customers purchase behaviour based on their education.
IV. There is a significant difference in customers purchase behaviour based on their occupation.
V. Where is the significant difference in customers purchase behaviour based on their annual
average income.
VI. There is a significant difference in customers mentality towards eating modified food based on
gender.
VII. There is a significant difference in customers mentality towards eating modified food based on
their age.
VIII. There is a significant difference in customers mentality towards eating modified food based on
their education.
IX. There is a significant difference in customers health and nutrition awareness based on their age.
X. There is a significant difference in customer’s health and nutrition awareness based on their
education.
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CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
4.1 INTRODUCTION
India has popularity for natural food developing at accumulate development rate (CGAR) of 25%
yearly. By 2020, it is anticipated to stretch out from present market size of Rs.4000 crore and arrive
at Rs. 10,000-12000 crore-reports by Assoc ham. India purportedly has most extreme ranchers who
have decided on natural cultivating. The neighbourhood market in India is assessed at INR40, 000
million in the current situation which by 2020, is relied upon to develop by INR100,000—INR120,
000 million. India’s all out market for pressed natural food in 2016 was INR 534 million which has
developed by 17.5% more than 2015-16, and will assessed reach INR 874 million in 2020-21.
Previous research on organic food products and primary data collected, factors affecting Organic food
products in India were identified. Factors having an impact on the potential demand for organic
products are Awareness on Health, Paying Capacity, Education and Awareness, Concern for
Environment and Spirituality.
In view of this, a detailed study of the various elements of social media has been made.
For the purpose of this study, data was collected from 68 respondents by issuing a structured
questionnaire.
In order to assess the extent, the demographic profile of the respondents, the following information
relating to the respondents was collected and percentage analysis was applied
 Gender
 Age
 Educational Qualification
 Occupation
 Annual Income
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4.2 ANALYSIS BASED ON DEMOGRAPHIC PROFILE
1) GENDER
Table 4.2.1
Gender
Frequency Percent
Female 39 41.9
Male 52 55.9
Prefer not to say 2 2.2
Total 93 100
Source: Computed
CHART 4.2.1
INFERENCE
From the above chart among the responses, it is found that the male percentage is
around 55.9%, the female percentage is about 41.9% and the rest of the 2.2% respondents prefer
not to say about their gender.
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2) AGE
Table 4.2.2
What is your age?
Frequency Percent
Under 18 8 8.6
18-24 33 35.5
25-34 19 20.4
35-44 19 20.4
45-54 11 11.8
55-64 3 3.2
Total 93 100
Source: Computed
CHART 4.2.2
INFERENCE
From the above chart we can interpret that the majority of the respondents here are from 18-24
age categories around 35.5% (33 respondents) of the total response, the next category is from
both below 25-34 age category and 35-44 age categories in this the number is around 20.4%
(19 respondents) each of the total response and the rest 23.7% (22 respondents) of the response
is from other age category .
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3) EDUCATION
Table 4.2.3
Please indicate the highest level of education you have achieved.
Frequency Percent
Some High School 12 12.9
High School Diploma 10 10.8
College Certificate 9 9.7
Bachelor’s Degree 21 22.6
Master’s Degree 28 30.1
Ph. D 2 2.2
M.Phil 1 1.1
Prefer not to answer 10 10.8
Total 93 100
Source: Computed
CHART 4.2.3
INFERENCE
From the above chart we can interpret that the majority of the respondents here majority have
qualified their Bachelor’s Degree and Master’s Degree, i.e 52.7% out of 93 respondents only
3 respondents have qualified Ph.D. and M.Phil.
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4) OCCUPATION
Table 4.2.4
Occupation
Frequency Percent
Private Service 20 21.5

Business 11 11.8
Self employed 13 14
Retired 1 1.1
Army/Navy/Air Force Personnel 10 10.8
Housewife 34 36.6
Student 4 4.3
Total 93 100
Source: Computed
CHART 4.2.4
INFERENCE
While coming to the case of occupation of the respondent’s majority of them are housewife
and they are about 36.6% (34 respondents) in number, 1.1% (1 respondent) of them have
retired, 11.8% (11 respondents) of them are related to business, 14% (13 respondents) of the
responses are self-employed and at last 36.5% (34 respondents) of the respondents are from
other sections.
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5) ANNUAL AVERAGE INCOME
Table 4.2.5
What is your approximate annual average income?

Frequency Percent
0 - 2,50,000 47 50.5
2,50,000 - 5,00,000 15 16.1
5,00,000 - 10,00,000 10 10.8
10,00,000 - 25,00,000 14 15.1
25,00,000 - 50,00,000 3 3.2
Above 50,00,000 4 4.3
Total 93 100
Source: Computed
CHART 4.2.5
INFERENCE
From the above figure and table we can see that the respondent’s average income falls majorly
in below 2,50,000 category. In this category respondent’s income below 2,50,000 is 50.5%.
Income above 5,00,000 and below 2,50,000 is 16.1%. The respondents of about 15.1% earn
10,00,000 - 25,00,000.
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6) CONSUMTION BEHAVIOUR
Table 4.2.6
Do you purchase/or consume organic foods?
Frequency Percent
Yes 61 65.6
No 32 34.4
Total 93 100
Source: Computed
CHART 4.2.6
INFERENCE
From the above figure and table we can see that about 65.6% (61 respondents) have purchased
organic food and about 34.4% (32 respondents) have not purchased organic food.
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7) RESPONANTS CONSERN ABOUT ENVIRONMENTAL EFFECTS DUE TO NON
ORGANIC FARMING
Table 4.2.7
Are you concerned about the effects that non-organic farming has on the
environment?
Frequency Percent
Yes 64 68.8
No 29 31.2
Total 93 100
Source: Computed
CHART 4.2.7
INFERENCE
From the above figure and table we can see that about 68.8% (64 respondents) are concerned
about the effects that non-organic farming has on the environment and about 31.2% (29
respondents) are not concerned about the effects that non-organic farming has on the
environment.
32 | P a g e
8) IMPORTANCE OF ORGANIC FOOD CONSUMPTION
Table 4.2.8
It is essential that I consume organic foods
Frequency Percent
Disagree 18 19.4
Neutral 25 26.9
Agree 31 33.3
Strongly agree 19 20.4

Total 93 100
Source: Computed
CHART 4.2.8
INFERENCE
From the above figure and table we can see that about 33.3% of the respondents agree that
consumption of organic food is very essential, it is also very evident that 20.4 % of the
respondents are very sure that they have to consume organic food and 19.4% disagree with the
essentialness of organic food consumption.
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9) IMPORTANTS OF HEALTH AND NUTRITION IN ORGANIC FOOD PRODUCTS
Table 4.2.9
Do you think organic food is healthier and more nutritious?
Frequency Percent
Disagree 21 22.6
Neutral 12 12.9
Agree 30 32.3
Strongly agree 30 32.3
Total 93 100
Source: Computed
CHART 4.2.9
INFERENCE
From the above figure and table we can see that about 64.6% of my respondents are in strongly
agree and agree category in terms of the health benefits of organic food products 22.6% of the
respondents disagree with the health benefits of organic food products.
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10) RESPONDENTS IDEA OF EATING GENETICALLY MODIFIED FOODS
Table 4.2.10
Does the idea of eating genetically modified foods or fortified foods bother you at all?
Frequency Percent
Yes 44 47.3
No 16 17.2
Some what 33 35.5
Total 93 100
Source: Computed
CHART 4.2.10
INFERENCE
From the above figure and table we can see that about 47.3% of the respondents are bothered
about genetically modified food in contrary only 17.2% of the respondents are not concerned
about eating genetically modified food.
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11) DURATION OF ORGANIC FOOD PRODUCT USE
Table 4.11
For how long have you been using organic products?
Frequency Percent
Less than a year 25 26.9
1-3 years 23 24.7
3-6 years 31 33.3
6-9 years 10 10.8
More than 9 years 4 4.3
Total 93 100
Source: Computed
CHART 4.2.11
INFERENCE
From the above figure and table we can see that about 33.3% of the respondents have been
using organic food for 3-6 years, 26.9% of the respondents have been using organic food for
less than 1 year, 24.7% of the respondents have been using organic food for 1-3 years and only
4.3 % of the respondents have been using organic food more than 9 years.
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4.3 ANALYSIS OF HYPOTHESIS
Hypothesis 1-
That is a significant difference in customer’s purchase behaviour based on gender.
Table 4.3.1
Group Statistics
Gender N Mean Std. Deviation Std. Error
Mean
Female 39 .36 .486 .078

Do you purchase/or
consume organic foods?
Male 52 .35 .480 .067
Source: Computed
Table 4.3.2
Independent Samples Test
Levene's Test
for Equality of
Variances t-test for Equality of Means
Sig.
(2- Mean Std. Error
F Sig. t df tailed) Difference Difference
Do you Equal .062 .804 .125 89 .901 .013 .102
purchase/or variances
consume assumed
organic
foods?
Equal .125 81.494 .901 .013 .102
variances
not
assumed
Source: Computed
INFERENCE
The result in the above table shows that there is no significant association between the gender
of the person and customers purchase behaviour as p=0.804. This finding does not support the
37 | P a g e
hypothesis and there is no significant association between the gender of the person and
customers purchase behaviour.
Hypothesis 2-
There is a significant difference in customers purchase behaviour based on their age.
Table 4.3.3
ANOVA
Sum of Squares df Mean Square F Sig.
Between Groups .823 5 .165 .710 .617
Within Groups 20.166 87 .232
Total 20.989 92
Source: Computed
INFERENCE
The result in the above ANOVA table shows that there is no significant association between
the age of the person and customers purchase behaviour as p=0.617. This finding does not
support the hypothesis and there is no significant association between the age of the person and
Hypothesis 3-
There is a significant difference in customers purchase behaviour based on their

education.
Table 4.3.4
Correlations
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Do you Please indicate
purchase/or the highest level
consume organic of education you
foods? have achieved.
Pearson Correlation 1 .041

Do you purchase/or consume
organic foods? Sig. (1-tailed) .349
N 93 93
Please indicate the highest Pearson Correlation .041 1

level of education you have
Sig. (1-tailed) .349
achieved.
N 93 93
Source: Computed
Table 4.3.5
Correlations
Do you Please
purchase/or indicate the
consume highest level
organic of education
foods? you have
achieved.
Correlation
Do you purchase/or 1.000 .007
Coefficient
consume organic
Sig. (1-tailed) . .474
foods?
N 93 93
Spearman's rho
Please indicate the Correlation
.007 1.000
highest level of Coefficient
education you have Sig. (1-tailed) .474 .
achieved. N 93 93
Source: Computed
INFERENCE
The result in the above correlation table shows that there is no significant association between
the education of the person and customers purchase behaviour as p=0.474. This finding does
not support the hypothesis and there is no significant association between the education of the
person and customers purchase behaviour.
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Hypothesis 4-
There is a significant difference in customers purchase behaviour based on their

occupation.
Table 4.3.6
Occupation * Do you purchase/or consume organic foods? Crosstabulation
Do you purchase/or consume Total

organic foods?
Yes No
Private Service 13 7 20
Business 8 3 11
Self employed 6 7 13
Retired 1 0 1
Occupation
Army/Navy/Air Force
9 1 10
Personnel
Housewife 20 14 34
Student 4 0 4
Total 61 32 93
Source: Computed
Table 4.3.7
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 8.380a 6 .212
Likelihood Ratio 10.425 6 .108
Linear-by-Linear Association .113 1 .737
N of Valid Cases 93
a. 7 cells (50.0%) have expected count less than 5. The minimum expected count is .34.
Source: Computed
40 | P a g e
INFERENCE
The result in the above Chi-Square table shows that there is no significant association between
the occupation of the person and customers purchase behaviour as p=0.737. This finding does
not support the hypothesis and there is no significant association between the occupation of the
person and customers purchase behaviour.
Hypothesis 5-
Where is the significant difference in customers purchase behaviour based on their

annual average income.
Table 4.3.8
ANOVA
Between Groups .326 5 .065 .274 .926
Total 20.989 92
Source: Computed
INFERENCE
the age of the person and customers purchase behaviour as p=0.926. This finding does not
Hypothesis 6-
There is a significant difference in customers mentality towards eating modified food

based on gender.
41 | P a g e
Table 4.3.9
Group Statistics
Gender N Mean Std. Deviation Std. Error
Mean
Female 39 .95 .887 .142

Does the idea of eating
genetically modified foods
or fortified foods bother Male 52 .79 .915 .127
you at all?
Source: Computed
Table 4.3.10
Independent Samples Test
Levene's Test
for Equality of
Variances t-test for Equality of Means
Std.
Sig. Mean Error
(2- Differen Differen
F Sig. t df tailed) ce ce
Does the Equal .866 .355 .838 89 .404 .160 .191
idea of varianc
eating es
geneticall assume
y d
modified Equal .842 83.30 .402 .160 .190
foods or varianc 5
fortified es not
foods assume
bother d
you at
all?
Source: Computed
INFERENCE
The result in the above T-Test table shows that there is no significant association between
customers mentality towards eating modified food based on gender as p=0.355. This finding
does not support the hypothesis and there is no significant association between the customers
mentality towards eating modified food based on gender.
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Hypothesis 7-

based on their age.
Table 4.3.11
ANOVA
Between Groups 10.369 5 2.074 2.762 .023
Total 75.699 92
Source: Computed
INFERENCE
The result in the above ANOVA table shows that there is significant association between
customers mentality towards eating modified food based on their age as p=0.023. This finding
does support the hypothesis and there is significant association between the age of the person
and customers purchase behaviour.
Hypothesis 8-

Table 4.3.12
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 18.595 14 .181

Likelihood Ratio 19.793 14 .137
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Linear-by-Linear Association .262 1 .609
N of Valid Cases 93
a. 19 cells (79.2%) have expected count less than 5. The minimum expected count is .17.
Source: Computed
INFERENCE
The result in the above Chi- Square table shows that there is no significant association between
customers mentality towards eating modified food based on their education as p=0.609. This
finding does not support the hypothesis and there is no significant association between the age
of the person and customers purchase behaviour.
Hypothesis 9-
There is a significant difference in customers health and nutrition awareness based on

their age.
Table 4.3.13
ANOVA
Between Groups 6.673 5 1.335 1.026 .407
Within Groups 113.133 87 1.300

Total 119.806 92
Source: Computed
INFERENCE
customers health and nutrition awareness based on their age as p=0.407. This finding does not
44 | P a g e
Hypothesis 10-
There is a significant difference in customer’s health and nutrition awareness based on

their education.
Table 4.3.14
ANOVA
Between Groups 31.546 7 4.507 4.340 .000
Within Groups 88.260 85 1.038

Total 119.806 92
Source: Computed
INFERENCE
The result in the above ANOVA table shows that there is significant association between
customers mentality towards eating modified food based on their age as p=0.00. This finding
does support the hypothesis and there is significant association between the age of the person
and customers purchase behaviour.
45 | P a g e
CHAPTER-5
CONCLUSION
5.1 OVERVIEW
Organic farming is an agricultural system which originated early in the 20th

century in reaction to rapidly changing farming practices. Certified organic agriculture
accounts for 70 million hectares globally, with over half of that total in Australia. Organic
farming continues to be developed by various organizations today. It is defined by the use of
fertilizers of organic origin such as compost manure, green manure, and bone meal and places
emphasis on techniques such as crop rotation and companion planting. Biological pest control,
mixed cropping and the fostering of insect predators are encouraged.
Organic standards are designed to allow the use of naturally occurring

substances while prohibiting or strictly limiting synthetic substances. For instance, naturally
occurring pesticides such as pyrethrin and rotenone are permitted, while synthetic fertilizers
and pesticides are generally prohibited. Synthetic substances that are allowed include, for
example, copper sulphate, elemental sulphur and Ivermectin. Genetically modified organisms,
nanomaterials, human sewage sludge, plant growth regulators, hormones, and antibiotic use in
livestock husbandry are prohibited. Organic farming advocates claim advantages in
sustainability, openness, self-sufficiency, autonomy/independence, health, food security, and
food safety.
Organic agricultural methods are internationally regulated and legally

enforced by many nations, based in large part on the standards set by the International
Federation of Organic Agriculture Movements (IFOAM), an international umbrella
organization for organic farming organizations established in 1972. Organic agriculture can be
defined as "an integrated farming system that strives for sustainability, the enhancement of soil
fertility and biological diversity while, with rare exceptions, prohibiting synthetic pesticides,
antibiotics, synthetic fertilizers, genetically modified organisms, and growth hormones".
5.2 FINDINGS
 It is found that the male percentage is around 55.9%, the female percentage is about
41.9% and the rest of the 2.2% respondents prefer not to say about their gender.
 Majority of the respondents here are from 18-24 age categories around 35.5% (33
respondents) of the total response, the next category is from both below 25-34 age
46 | P a g e
category and 35-44 age categories in this the number is around 20.4% (19 respondents)
each of the total response and the rest 23.7% (22 respondents) of the response is from
other age category .
 Majority have qualified their Bachelor’s Degree and Master’s Degree, i.e. 52.7% out of
93 respondents only 3 respondents have qualified Ph.D. and M.Phil.
 The respondent’s majority of them are housewife and they are about 36.6% (34
respondents) in number, 1.1% (1 respondent) of them have retired, 11.8% (11
respondents) of them are related to business, 14% (13 respondents) of the responses are
self-employed and at last 36.5% (34 respondents) of the respondents are from other
sections.
 33.3% of the respondents have been using organic food for 3-6 years, 26.9% of the
respondents have been using organic food for less than 1 year, 24.7% of the respondents
have been using organic food for 1-3 years and only 4.3 % of the respondents have been
using organic food more than 9 years.
 It is found tha 47.3% of the respondents are bothered about genetically modified food
in contrary only 17.2% of the respondents are not concerned about eating genetically
modified food.
 64.6% of my respondents are in strongly agree and agree category in terms of the health
benefits of organic food products 22.6% of the respondents disagree with the health
benefits of organic food products.
 From my findings, there are about 68.8% are concerned about the effects that non-
organic farming has on the environment and about 31.2% are not concerned about the
effects that non-organic farming has on the environment.
 The findings are very clear that 65.6% (61 respondents) have purchased organic food
and about 34.4% (32 respondents) have not purchased organic food.
 My findings suggest that around respondent’s income below 2,50,000 is 50.5%.
Income above 5,00,000 and below 2,50,000 is 16.1%. The respondents of about
15.1% earn 10,00,000 - 25,00,000.
 From the survey it is found that 33.3% of the respondents agree that consumption of
organic food is very essential, it is also very evident that 20.4 % of the respondents
are very sure that they have to consume organic food and 19.4% disagree with the
essentialness of organic food consumption.
 From analysing the outcome of the survey is understood that there is no significant
47 | P a g e
association between the gender of the person and customers purchase behaviour as
p=0.804.
 The analysis suggest that there is no significant association between the education of
the person and customers purchase behaviour as p=0.474.
 It is found that there is no significant association between the age of the person and
customers purchase behaviour as p=0.617.
 From analysing with the help of Chi-Square table it is found that , there is no
significant association between the occupation of the person and customers purchase
behaviour as p=0.737.
 With the help of independent sample test it is found that no significant association
between customers mentality towards eating modified food based on gender as
p=0.355.
 The ANAVO table, it is found that no significant association between the age of the
person and customers purchase behaviour as p=0.926.
 The finding from ANOVA table does support that there is significant association
between the age of the person and customers purchase behaviour because there is
significant association between customers mentality towards eating modified food
based on their age as p=0.023.
 From analysing it is found that, there is significant association between customers
mentality towards eating modified food based on their age as p=0.023.
 It is found by analysing that there is no significant association between customers
mentality towards eating modified food based on their education as p=0.609.
 With the help of ANOVA table it is found that there is no significant association
between customers health and nutrition awareness based on their age as p=0.407.
5.3 SUGGESTIONS
The ideas might be separated into three sections for comprehension. The
principal idea manages natural cultivating, the subsequent set arrangements with bringing
down costs, and the third one arrangements with the preparation and instruction of the relative
multitude of individuals included.
 Ideas in regards to natural cultivating
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1. Keep up the soil - food web. This would incorporate associations with plants,
natural matter, microorganisms, parasites, arthropods, protozoa, birds and warm blooded
animals. This alongside Probiotic Biotechnology will permit the dirt wellbeing to be kept up.
It additionally decreases the utilization of pesticides and manures for development.
2. One of the significant necessities for the accomplishment of natural cultivating

is that it can't be rehearsed in detachment. It is important to acquire huge lots of touching rural
land under natural cultivating. Something else, non-natural cultivating practices, for example,
utilization of inorganic composts and compound pesticides won't just influence the natural
produce yet in addition the substance buildups will advance into the naturally created yield,
and therefore, brings about the deficiency of affirmation. At the end of the day, it is
fundamental to build up a bunch approach for the accomplishment of the natural cultivating.
 Ideas with respect to bringing down costs
1. Bringing down certificate costs
Three kinds of confirmations are conceivable by worldwide natural accreditation

offices:
a. "100% Organic": These can just contain natural fixings, which means no anti-
infection agents, chemicals, hereditary designing, radiation or manufactured pesticides or
manures can be utilized.
b. "Natural": contains 95% natural fixings, with the equilibrium coming from
fixings on the endorsed public rundown.
c. "Made with Organic Ingredients": Products should be made with in any event
70% natural fixings, three of which should be recorded on the bundle and the equilibrium
should be on the public rundown.
For every rancher, the costs needed for global confirmation might be a
troublesome assignment however when they structure into gatherings, it very well might be
feasible for them to manage the cost of accreditation. Ranchers who are arranged nearby might
have the option to call one controller to confirm 3-4 homesteads. This will diminish costs
significantly. The public authority can utilize its food testing focuses and test these produce
with similar rules as ordinary items and let it sell at a similar cost or let the rancher develop a
49 | P a g e
relationship of trust with explicit retailers/shoppers who will purchase his items. The public
authority may likewise utilize the APMC framework to make separate channel for natural food
sources.
In fact, the CII in its ideas to revive the Food Processing and Agriculture
Sector, develop private area commitment and raise rancher pay has requested excluding organic
products, vegetables and different perishables from the APMC Act and furthermore to give
ranchers the opportunity to sell straightforwardly to food preparing
organizations/aggregators/processors and so forth as well as selling through government or
private mandis and so on This will likewise help diminish wastage.
2. Embracing ease hardware and lowering machinery cost :
The size of the possessions and the powerless financial status of our ranchers
make the purchasing costly hardware like the farm vehicle unviable. A ‗relook' and
'reengineering' of homestead motorization so we can adequately get little and negligible
ranchers the overlap of automation is vital. The eventual fate of ranch automation in India lies
in the achievement of plan, advancement and simple accessibility of minimal effort rural
hardware and supplies that would not just suit the necessities of our assorted characteristic
assets yet in addition match the monetary strength of the huge and moderately low beneficial
'lower part of the pyramid' Indian Agriculture. Utilization of minimal effort power gear like the
Diesel furrow costs not as much as Rs 75,000 as against a farm hauler which costs more than
twofold is an alternative. Indeed, even this could be shared by more than one rancher. Hardware
like a Self-impelled Hydro Tiller, Low Land Manual Rice Seeder, Manually Operated Single
Row Garlic Planter, CIAE 3-line Seed-cum-Fertilizer Drill and Animal Drawn Jyoti Multicrop
Planter every one of which aside from the hydro turner costs under 8,000 rupees. For the
negligible ranchers who can't manage even the apparatus referenced over, the ownership of a
wheel pushcart and cycle rikshaw can lessen drudgery. The public authority of Maharashtra
has recommended the creation of a ―equipment bank to be given to a gathering of ranchers to
be utilized liberated from cost. This would expand efficiency, and lessen drudgery and make
cultivating productive.
 Ideas with respect to training and educating
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1. As natural cultivating is work escalated, a legitimate preparing to ranchers
about natural information sources and cultivating procedures is an unquestionable requirement.
Permitting the private area to help the ranchers through information and data should be
supported. Normally contract cultivating would be an exit plan.
2. Exploration should likewise be done to help the cases, intercessions to upgrade

the inclusion and nature of preparing
3. A full fledge instructive program nearby natural cultivating is required. It is

hard to track down right data identified with cultivating rehearses like stockpiling or
development of natural food. Interpretation of study materials in the territorial dialects,
supporting of the students and improvement of instructive program for the ranchers and
experts. For instance the Gujarat government has some of its agribusiness related website pages
written in Gujarati.
4. Mindfulness and momentary trainings about the confirmation should be begun

to acquire purchaser certainty. Like Japan India too needs to advance the India Organic logo
inside the country.
5. There are various occupation prospects that would open up nearby if

appropriately advanced like: Inspector in certificate bodies, bunch chiefs, guides, market
facilitators, prepared natural ranchers, Input maker, food handling officials and prepared
specialists in the handling units.
Advancing Organic Food Development approaches should perceive the basic

need to coordinate proficient showcasing support. Assisting ranchers with first evaluating their
market direction and afterward access focused on natural business sectors requires business
and promoting abilities that numerous NGOs and rancher affiliations regularly need. It isn't
important to transform a rancher into a dealer yet a zenith body or an organization of
associations can be sustained with outside help and preparing to exploit economies of scale,
improving bartering power and altogether lessening exchange costs. A private area accomplice
can likewise satisfy this job given that the game plan gets a proportion of value for taking part
ranchers. Any methodology to advance natural farming among the poor should likewise
consider crop decisions. Neighbourhood varietal versatility is significant as is the activity of
alert seeing items, for example, espresso or tea whose global business sectors are
characteristically unpredictable. Selling back to the public authority as noontime suppers for
kids, or to clinics can assume a part in keeping request stable. IT organizations of any
51 | P a g e
semblance of Infosys that will help through Corporate Social Responsibility could be drawn
nearer to take up activities to incorporate the natural store network. There is a prerequisite to
teach the ranchers on natural cultivating and there is the requirement for food organizations to
build recognizability. Store network crunches, and mix of a decent inward quality
administration framework to help guarantee quality, detectability, and natural consistence is
required.
Focusing on institutional market like inns, emergency clinics, aircrafts and

rail lines, in the first place, is a significant procedure for advancement of market for the natural
produce in the homegrown market. Further, home conveyance can demonstrate successful
device in very good quality section of the market. Tying up of the natural items with other
ecological cordial items can likewise help. There is need to set up impetuses/punishments
framework for better/low quality of natural produce implied for, trade specifically, and
homegrown market overall In request to improve the probability of progress, parties should
guarantee that arranging and execution coordinate suitable sequencing and pre-appraisals and
that any natural methodologies assemble satisfactory time—at any rate 3-5 years – into the
learning cycle. Negative predispositions in open uses that favor ordinary rural frameworks and
victimize smallholders and natural frameworks should be handled. As said by Mr. M.S.
Swaminathan Chairman, National Commission on Farmers, Government of India ―Our
capacity to accomplish a change in outlook from green to a consistently green upset and our
capacity to confront the difficulties of a worldwide temperature alteration and ocean level
ascent will rely on our capacity to orchestrate natural cultivating and the new genetics.
5.4 CONCLUSION
With the headway of innovation and spread of fake creation methods, there
has been an ascent in the mindfulness about cognizant utilization. Further, there has been an
ascent in the occurrence of illnesses spread by contaminated food articles. The damages
presented by hereditarily changed, falsely treated and artificially developed food articles are
on the ascent. With the end goal of long haul food manageability, it is fundamental to guarantee
that the assets which are needed for food creation are not depleted and thus the interest for
natural food has expanded. This examination inferred that natural food shoppers have a few
inspirations. The most conspicuous one being that natural food shoppers want to burn-through
nutritious food because of which they turn towards natural food items. Further, we discovered
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that natural food items are right now viewed as an exceptional decent because of which it is
ought to be generally focused towards the upper working classes.
Absence of data and mindfulness about the separation among natural and
regular items altogether affects the buy goals. The heuristics related with natural food items
assume a significant part in assessment of choices and henceforth view of natural food should
be changed impressively to guarantee the correct mentality. Henceforth, verbal, TV promoting
are successful apparatuses to construct mindfulness and increment interest for natural food
which thus will build the accessibility of natural food. There is low arrangement between
shopper's insight about names and their genuine significance according to organizations in the
event of absence of value norms.
In spite of the natural item market developing enormously it needs more

market entrance because of specific boundaries. One of the fundamental reason for this
examination was to recognize and investigate these hindrances and comprehend why customers
don't buy and burn-through natural items, through this exploration we distinguished seven
significant obstructions in particular, greater expense, absence of information, absence of
confidence in promoting efforts, absence of norms to characterize quality, accessibility, more
modest choice reach and helpless showcasing.
To finish up for the segment factors, the outcomes accomplished by this

examination is actually what was anticipated as the greater part of moderately aged females
and of big time salary bunches purchase natural food items over others. These outcomes give
experiences with regards to how successfully a retailer needs to recognize and focus on its
populace to guarantee long haul adequacy of its tasks.
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Questioner
1) Gender
 Female
 Male
 Prefer not to say
2) What is your age?
 Under 18
 18-24
 25-34
 35-44
 45-54
 55-64
 Above 64
3) Please indicate the highest level of education you have achieved
 Some High School

 High School Diploma
 College Certificate
 Bachelor’s Degree
 Master’s Degree
 Ph. D
 M.Phil.
 Prefer not to answer
4) Occupation
 Private Sector
 Business
 Self employed
 Retired
 Army/Navy/Air Force Personnel
 Housewife
 Student
5) What is your approximate annual income?
 0-2,50,000
 2,50,000-5,00,000
 5,00,000-10,00,000
 25,00,000-50,00,000
 Above 50,00,000
6) Do you purchase / or consume organic food?
 Yes
 No
7) Are you concerned about the effects that non-organic has on environment?
 Yes
 No
8) “It is essential that I consume organic foods”
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
9) Do you think organic food is healthier and more nutritious?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly agree
10) Does the idea of eating genetically modified foods or fortified foods bother you at all?
 Yes
 No
 Some what
11) What is your source of information on organic products?
 Friends/Relatives/Acquaintances
 Television advertisements
 Newspaper/Magazines advertisements
 Educational events
 Health Magazines
 Not sure
12) Where do you usually shop for food?
 “Natural” or Speciality food stores

 Small /locally owned food stores
 Large/Corporate food store
 Local farmers market/open air market
13) For how long have you been using organic products?
 Less than a year

 1-3 years
 3-6 years
 6-9 years
 More than 9 years
14) If you buy organic products, which of the following products do you buy? Select that is
applicable
 Fruits
 Vegetables
 Grains
 Pulses
 Sugar/jiggery
 Tea/coffee
 Edible oil/Ghee
 Milk/Yogurt
 Spices
 Snacks
 Honey
 Soup
 Egg/Meat/Other Poultry products
15) Please select the most appropriate response
Strongly Somewhat Disagree Neutra Agre Somewha Strongl

disagree disagree l e t agree y agree
Lot of literature
in the market is
available to raise
awareness level
about organic
food
Lots of TV ads
and other
programs are
raising awareness
level of general
public about
"organic food
products"
"Organic food
products” keeps
us healthy and
prolongs our life
due to its better
quality and non-
contamination.
Quality of
"organic food
products” is very
good as
compared to non-
organic food
products.
"Organic food
products” are free
from hazardous
chemical
contamination.
"Organic food
products" taste
better
"Organic food
products” are safe
and good for
health
Due to its high

price it is not
feasible to use
“organic food
products” every
time for whole
family.
”Organic food
products” prevent
us from deadly
diseases like
cancer etc...
"Organic food
products” are not
adequately
available in the
market.
Small variety of
"organic food
products” in the
market
There are
insufficient”
organic food
products"outlet
available in the
market.
I prefer buying
"organic food
products"
16) According to you, what are the benefits of using organic food products. Rank the
following 1 being the least important and 5 being the most important
1 2 3 4 5
Prevents form various diseases like cancer
Ensures health and safety of the generations to come
Promotes animal wellness
Organic cosmetic products keeps your skin healthy
Organic products helps you lose weight quickly
17) Whether you presently buy organic food or not, please indicate how important each of the
following factors would be to make you more likely to buy organic
Not at all Slightly Quite important Very Extremely

important important important important
Brands I trust
Lower price
for organic
food
More
knowledge
about organic
food
Greater
availability of
organic food
More
advertisements
for organic
food
Wider product
selection for
organic food
Strong
influence from
family/friends
Scientific
evidence
organic foods
are healthier
18) When shopping for groceries, please indicate the importance of the following methods for
identifying information about food products.
Extremely Very Quite Slightly Not at

important important important important all
Store employee
Food labels
Family/friends
Past purchase
experience
Social media

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A STUDY ON CONSUMER ATTITUDE TOWARDS ORGANIC FOOD

PRODUCTS IN TAMIL NADU

Under the guidance of

Department of B.Com (Honours)

Faculty Guide Head, Department of Commerce (Honours)

Submitted for the Viva-Voce examination to be held on

Internal Examiner External Examiner

I, Kirupanandan E, a bonafide student of the Department of Commerce (Honours), Loyola

Place: Signature of the Candidate

It is my profound privilege to thank our Principal Rev. Dr. A. THOMAS,

S.NO CONTENTS PAGE NO.

TABLE NO. TITLE PAGE NO.

4.2.3 Please indicate the highest level of education you 28

4.2.5 Approximate Annual Average Income 30

4.2.6 Do you purchase/or consume organic foods? 31

4.2.7 Are you concerned about the effects that non-organic 32

4.2.9 Do you think organic food is healthier and more 34

4.2.10 Does the idea of eating genetically modified 35

4.3.1 Group Statistics for the difference in customer’s 37

4.3.2 Independent Sample Test for the difference in 37

4.3.3 ANOVA between customers purchase behavior based 38

4.3.4 Correlation between customers purchase behavior 38

4.3.6 Crosstabulation between customers purchase behavior 40

4.3.7 Chi- Square Test between customers purchase 40

4.3.8 ANOVA between customers purchase behavior based 41

4.3.9 Group Statistics between customers mentality towards 42

4.3.10 Independent Sample test between customers mentality 42

4.3.11 ANOVA between customers mentality towards eating 43

4.3.12 Chi- Square Test between customers mentality 43

4.3.14 ANOVA between customer’s health and nutrition 45

CHART TITLE PG.NO

4.2.7 Are you concerned about the effects that non-organic 42

Natural Farming is around 10000-year-old. It has its underlying foundations from

1.2 PROFILE OF THE SECTOR

The quickly expanding medical problems in light of undesirable food utilization,

Essential information gathered likewise demonstrated that training is a

As indicated by the Indian Competence Center for Organic Agriculture, the

Consequently, a customer situated way to deal with understanding comprehensive

The increment of the ecological mindfulness considerately affected purchaser

The worldwide natural food market developed by 9.7% in 2009 to arrive at an

1.3 SIGNIFICANCE OF THE STUDY

1. High superior: Organic food is ordinarily estimated 20 - 30% higher than

2. Low speculation: Organic cultivating regularly doesn't include capital venture as

4. Collaboration with living things: Organic cultivating includes cooperative energy

1.4 OBJECTIVE OF THE STUDY

The fundamental target of this examination is to discover the effect of

4. To look at if there is a relationship between education and customers purchase behaviour

1.6 LIMITATION OF STUDY

The principle issue related with naturally delivered food in India is to

1.7 CHAPTER EXPLANATION

In numerous nations, the interest for natural food is becoming considerably

2.2 REVIEW OF LITERATURE ON ORGANIC FOOD PRODUCTS

2.2.1 MARKETING OF ORGANIC FOOD PRODUCTS

Mintu-Wimsatt, A. and Bradford, M. (1995), in the paper “In search for

Von Alvensleben, R. (1998), in the paper “Ecological aspects of food

2.2.2 CUSTOMER ATTITUDE TOWARDS ORGANIC FOOD PRODUCTS

Chinnici, G, D’Amico, M and Pecorino B (2002), in his paper “A

Yirido emmanuel, K., Bonti-Ankomah, S. and Martin Ralph,C. (2004),

Fraj, E. and Martinez, E. (2007), in the paper “Ecological consumer

Mostafa, M.M. (2007), in the paper “Gender differences in Egyptian

Chakrabarti, S., Baisya, R.K. (2007), in his paper "Purchase motivations

Paladino, A. and Baggiere, J. (2008) in the paper “Are we ‘green’ An

Dipeolu, A.O., Philip, B.B., Aiyelaagbe, I.O.O., Akinbode, S.O. and

Joris Aertsens, Wim Verbeke, Koen Mondelaers and Guido Van