lOMoARcPSD|13102633

lOMoARcPSD|13102633

INTRODUCTION
Consumer perception is the extent to which a brand is recognized by potential
customers, and is correctly associated with a particular product. Brand recall and consumer
recognition are the two components comprising brand perception. Brand perception is an
essential part of brand development, helping the brand stand out from competitors, since
brand perception play a major role in consumer buying decisions, brand perception influences
company sales and profits. Consumer attitudes is a composite of three elements: cognitive
information, affective information and information concerning a consumer's past behavior and
future intentions. In other words, attitude consists of thoughts or beliefs, feelings, and
behaviors or intentions towards a particular thing, which in this case is usually a good or
service. For example, you may have a very positive view of a particular sports car (for
example, you believe it performs better than most), it makes you feel good, and you intend to
buy it.

Organic foods are produced using methods of organic farming. Currently, the European
Union, the United States, Canada, Mexico, Japan and many other countries require producers
to obtain special certification in order to market food as organic within their borders. In the
context of these regulations, organic food is food produced in a way that complies with
organic standards set by national governments and international organizations. Organic food
production is a heavily regulated industry, distinct from private gardening. While the
"organic" standard is defined differently in different jurisdictions, in general organic farming
responds to site- specific farming and crop conditions by integrating cultural, biological, and
mechanical practices that foster cycling of resources, promote ecological balance, and
conserve biodiversity. Synthetic pesticides and chemical fertilizers are not allowed, although
certain organically approved pesticides may be used under limited conditions. In general,
organic foods are also not processed using irradiation, industrial solvents, or chemical food
additives. Evidence on substantial differences between organic food and conventional food is
insufficient to make claims that organic food is safer or healthier than conventional food.
Claims that organic food tastes better are also not supported by evidence. There is a growing
demand for organic foods driven primarily by the consumer’s perceptions of the quality and
safety of these foods and to the positive environmental impact of organic agriculture

1
 lOMoARcPSD|13102633

practices. The ‘organic’ label is not a health claim, it is a process claim. It has been
demonstrated that organically produced foods have lower levels of pesticides and veterinary
drug residues and in many cases lower nitrate contents. With regard to nearly all
environmental indicators, it can boast clearly positive results. It can enable the rural poor, who
live largely in marginal areas of the developing countries, to increase yields, employment and
income and improve their living conditions. In the sense of sustainable use; it also makes an
effective contribution to nature conservation because the poor no longer need to secure their
meager existence by exploitative forms of land use. However, in certain circumstances,
“organic farming” may prove counterproductive in combating poverty If it is aimed
exclusively at certification, marketing or catering for export markets and does not consider the
specific location, socioeconomic or environmental conditions or requirements. If it is
restricted to producing high-price luxury articles for niche markets. If “environmental
compatibility” is determined too much by the western concept of being “free of chemicals”
and not by coping with the difficult environmental conditions in the South, such as the
problem of soils with a low nutrient content, extreme topographic conditions, high infestation
with pests, etc. The environmental, development and organic farming organizations can
benefit from one another via co-operation schemes and develop synergies. Already, there are
very promising approaches to more cooperation. In several countries, for example, together
with development organizations, environmental organizations represent the vanguard of
movements criticizing globalization that also focus in particular on the neglected living

conditions of the poor and on the environment.

STATEMENT OF PROBLEM

Perception about organic products are growing day-by-day. The adoption and cultivation
based on chemical fertilizers are gradually and marginally declining because of the level of
perception among consumers that enhanced the cultivating habits among farmers which itself
is a good sign for the growth of the organic food products in the era of chemical revolution.
The knowledge and attitude to prefer the organic products are at the other end that leads

towards consumption of these products. Hence, the study focuses on examining the level of
perception about the critical factors that has significant impact in the health situation of the
2
 lOMoARcPSD|13102633

consumers due to use of non-organic food products and their level of perception, preference
and rating about the organic food products are taken as the main focus of the study taking few
consumers in Karur city. The study has been conducted to understand the consumer
perception towards organic food products .

OBJECTIVES OF THE STUDY

 To understand the demographic profile of consumers of organic food products.

 To analyze the level of perception of the consumers towards organic food products in
karur city

 To evaluate the level of preference in opting for the organic food products.

 To suggest suitable measure to improve the marketability and growth of organic

products

 To Study the satisfaction level of organic and non-organic food products.

SCOPE OF THE STUDY

Eco-friendly products concept is evolving around the world that has come into
existence due to the disturbances caused by the pollutants. This has significant effect
in the health of the people who suffer with ailments that vigorously affect their natural
system. Hence, the eco-friendly consumption which form the healthy side of life
through Organic products, that replaces the artificial manuring that causes
innumerable side effects in the body of the children and the grown-up as well. Organic
promotion, thereby, helps in protecting the environment and the health of the people.
The present study attempts to examine the consumer perception and attitude towards
Organic Products, which helps to understand the consumer’s point of view /
perception towards the organic products in the kalamassery municipality.

RESEARCH METHODOLOGY

The study was conducted on two stages. In first stage secondary data were collected from
the published sources. Data were collected from published sources like magazines, newspapers

3
 lOMoARcPSD|13102633

broachers and annual report of the municipality. Internet facility was also used for collecting
information for the purpose of the study.

In the second and final stage primary data were collected from Consumers of kalamassery
municipality through direct personal interview. For the purpose of collecting information from
the users a structured interview schedule was prepared and put into use during field survey.

For this study 50 consumers were selected from kalamassery municipality who were using
organic food products selected at random. The selected respondents were personally
interviewed with the help of structured interview schedule for the purpose of collecting
required information. Convenient sampling technique was applied for selecting respondents.

TOOLS OF ANALYSIS
The statistical tools used for the analysis of data in this project are:
 Tables
 pie charts
 Bar diagrams
 Percentage /
 Weighted Average

LIMITATIONS OF THE STUDY

 The study is confined only to the customers of kalamassery municipality.

 The study is limited to 50 customers of organic food products

 The conclusion arrived at are limited to my knowledge .

 Lack of time to get more specific information is another limitation

4
 lOMoARcPSD|13102633

CHAPTERISATION

CHAPTER NO TITLE

1 INTRODUCTION

2 LITERATURE REVIEW

3 THEORITICAL FRAMEWORK

4 DATA ANALYSIS AND INTERPRETATION

5 FINDING AND

CONCLUSIONS
BIBLIOGRAPHY

APPENDIX

5
 lOMoARcPSD|13102633

CHAPTER II

LITERATURE REVIEW
Several studies related to the different aspect of the organic food products are following;

Jain and Kaur (2004) The study made an assessment of the perception attitude and behavior
prevalent among Indian consumers towards environment, and lists the implication of the study
findings for the government and NGOs engaged in the marketing of green ideas and products.

Thogersen (2009)The study analyzed consumer decision making regarding organic food
products in eight different countries, i.e., Denmark, Sweden, Germany, the UK, Italy, Spain, and
Greece, and the results revealed that if people feel uncertain about organic food products they are
less likely to make a decision about buying it, in spite of the favorable attitudes and norms, and
the same is true if they believe that the organic food products are difficult to obtain.

Shafie and Rennie (2009) The results of the study reveal that the premium price continues to
hold back organic consumption. It is complicated to justify the premium price because health
benefits asserted by organic food are often difficult to quantify.

Stolz et. al. (2010) The results of the study indicated that the organic consumers are
heterogeneous in their preferences. Some of them are less price sensitive and prefer organic
products, whereas others are more price sensitive and prefer conventional plus or conventional
products.

Pieniak (2010) The study focused on subjective and objective knowledge of the determinants of
organic vegetable consumption. The results of the study suggested that consumers were very
well informed about organic vegetable practices though their subjective knowledge was on
moderate rather than low level. Objective knowledge is only indirectly associated with organic
vegetable consumption. Attitudes towards Organic vegetables have a direct positive relationship
with organic vegetable consumption.

6
 lOMoARcPSD|13102633

Ishaswini and Dutta (2011) The results indicated that consumers pro- environmental concern
significantly affect their green buying behavior. In addition, consumers are willing to buy eco-
friendly products but not many are willing to pay higher price for such products. The survey
findings disclosed consumers perception towards eco-friendly products and the impact of their
environmental concern on their green buying behavior.

Health consciousness best describes those “consumers who are aware and concerned about their
state of well being and are motivated to improve or maintain their health and the quality of life”
(Kraft and Goodell 2013). These consumers have the tendency to prevent ill health by engaging
themselves in healthy behaviors. Such individuals tend to be aware of, and involved with
nutrition and physical fitness.

The extensive amount of the research that is carried out into the relationship between organic
food and health defines „health‟ as one of the primary reasons why consumers buy and consume
organic food (Zanily and Naspetti, 2014).

Kyrikopolous and van Dijks (2014) found that concern over health positively influenced
consumers purchase intention towards organic products.

Saher 2006 in his study about organic food versus genetically modified attitudes found that the
shared attitudes rather than shared values actually united proponents of organic food and those
who are particularly prone to avoiding certain types of non-organic products most notably meat.
They found weak relationships between values such as “importance placed on nature” and “the
welfare of animals and human rights related issues.” Their findings revealed that “values” were
the only personality feature that directly affected genetically modified food attitudes and not
organic food purchasing behavior (Saher, 2015). As a major topic of discussion and differences
in views across the literature one will certainly investigate value and it’s impact on the consumer
buying behavior.

Consumers who are concerned about natural foods, the sensory and emotional appeal of food
and more likely to engage in green consumption practices are more likely to have greater
consumption of organic food (Lockie et al, 2015).

7
 lOMoARcPSD|13102633

In recent years, organic food has been attaining a growing consumer demand. A number of
reasons have driven this organic food market trend. The British consumers perceived organic
food as a means of achieving individual and social values for themselves and their families. The
most significant motive for choosing organic food is the health factor followed by the
environmental and animal welfare factors. Some consumers buy organic food as they perceive a
difference in food quality. Few specific parameters expressed are sensory parameters, followed
by safety and nutrients (Bordeleau et al, 2016).

It is a worldwide phenomenon that people have become more and more separated from the
origins of their food. Worried about their health, consumers seek out certified products to protect
themselves from toxins and carcinogens. With an increasing perception of the domestic problems
regarding pesticide poisoning and diseases from fresh food products, the Thai government over-
hauled its approach to food safety (Srithamma, Vithayarungruangsri, and Posayanonda
2016)

In this re- search the simple framework was developed from Aryal et al. (2009) and used to
analyze consumers’ perceptions and attitudes towards organic foods. Consumers decide whether
to buy or not based on three main aspects: knowledge, attitude, and intention (Aryal et al. 2009)

In general, the intention to purchase organic decreases with a limitation of knowledge and
perception towards those products, with many factors effecting consumers’ perceptions and
attitudes. In consumer behavior theory, consumers make their own decisions based on an
individual’s intention to perform a behavior, which is influenced by attitudes (Ajzen 2017)

Gahukar R.T. (2017) Potential and use of bio-fertilizers in India. Present paper stated that, Bio-
fertilizers are natural and organic products. They help to provides and keep in the soil all the
materials and micro-organism required for the plant growth.

In general the consumers believe that organic food products are expensive. The survey by
MORI(2017) has found that there is a strong opinion among the public that sustainable products
like organic food are often perceived as expensive products.

8
 lOMoARcPSD|13102633

A study by Vermeir and Verbeke (2017), have proved that consumers weigh up health benefits
of organic food products on a higher scale than its environmental benefits or benefit to the
community in their decision to purchase organic food products.

A number of similar studies have shown that regular consumers of organic food product tend to
be educated, affluent and of higher social class (Padel& Foster, 2005; Stobelaaret al., 2016).
Similarly, studies by McIntosh et al. (1994) and Torjusenet al.(2001) have analyzed the
perception of consumers about food hazards. The result of the study indicates that female
consumers and individuals with more education and income possess better perception of food
hazards and knowledge of food hazards.

Raghavan and Megeh (2017) studied the consumers’ purchase intentions towards organic
products in Chennai city. The findings of the study showed that perceptions towards organic
food product had the strongest relationship with the buyer’s intention to buy organic food
product. A study carried out by Padiya and Vala (2012) in Ahmadabad city, illustrated the
organic food consumers as less price sensitive, believers in quality and information; generally
seek information from newspaper, magazines and at the point of purchase.

Chakrabarti (2018), in a study in India, related the consumers’ attitude as one of the important
factors which influences the purchase process of organic food consumers. The study used
descriptive survey and explanatory survey. The results indicated that the influence of customer
value towards organic food products had a significant influence to the customer loyalty for the
organic food products.

Vlahovic et al. (2018), in a study in Serbia, analyzed the consumer attitude towards organic food
consumption. The prime objective of that study was to identify the determinant factors that
influence the demand and consumption of organic products and to examine consumers’
preferences, motives that resulted in purchasing organic food products in Serbia. The findings
showed that most of the consumers were not adequately informed about the importance of
organic food consumption; high price was found to be a limiting factor and fruits and vegetables
were the mostly preferred and purchased organic products.

Gupta (2019) explored the consumer behavior for food products in India. The study found that
though quality of food products was one of the most important parameters for food product

9
 lOMoARcPSD|13102633

purchase decision, people did not see much improvement in the quality related parameters for
food items during the last ten years. People rated various parameters differently for different
product groups.

Dhanalakshmi (2019) measured the perception about organic and non-organic products
consumers. Result showed that 74.8% of the respondents were very well aware about the organic
products, and only 25.2% of the respondent did not have any idea about organic products. The
study also stated that non-organic product consumers who were aware about organic products
were queried about the advantages of using organic products.

Brewer and Prestat (2019) analyzed the consumers attitude towards food safety in general. The
result from factor analysis showed that 360 consumers responses revealed six factors underlying
31 specific items evaluated on individual five point scales. Univariate test results showed that as
general level concern with food safety among consumers, so did concern with chemical
issues(artificial colors, pesticide residues, hormones etc.)

Nandi, Bokelmann , Gowdru , and Dias (2018) stated that the market that the market for
organic products in india is still in its infancy, and knowledge about organic consumers in the
country is definitely under-researched. The objective of this paper was to gain knowledge about
consumers preference regarding the purchase places of organic products in Bangalore; 201
consumers involved in this study using stratified random sampling techniques.

10
 lOMoARcPSD|13102633

CHAPTER 3

THEORETICAL FRAMEWORK

CUSTOMER PERCEPTION –AN OVERVIEW

"The customer is the most important visitor on our premises. He is not dependent on us. We
are dependent on him. He is not an interruption on our work. He is the purpose of it. He is not
an outsider on our business. He is part of it. We are not doing him a favors by serving him. He
is doing us a favors by giving us an opportunity to do so." - MAHATMA GANDHI
Consumer perception is about making the consumer aware of his/her rights. It is a marketing
term which means that consumers are aware of products or services, its characteristics and the
other marketing P’s (place to buy, price, and promotion).Though the first consumer movement
began in England after the Second World War, a modern declaration about consumer’s rights was
first made in the United States of America in 1962, where four basic consumer rights (choice,
information, safety and to be heard ) were recognized. Ralph Nadar, a consumer activist, is
considered as the father of ‘consumer movement’. March 15 is now celebrated as the World
Consumer Rights Day. The United Nations in 1985 adopted, , certain guidelines to achieve the
objectives of maintaining protection for consumers and to establish high level ethical conduct for
those engaged in production and distribution of goods and services.

High prices, duplicate articles, underweight and under – measurements, rough behavior, undue
conditions, artificial scarcity are some of the ways by which consumers are exploited by
manufacturers and traders. Limited information, limited supplies and low literacy are factors
causing exploitation of consumers.

11
 lOMoARcPSD|13102633

In India, the concept of consumer protection is not new. References to the protection of
consumer’s interest against exploitation by trade and industry, underweight and measurement,
adulteration and punishment for these offences, were made in Kautilya’s, ‘Arthashastra’.
However, an organized and systematic movement to safeguard the interest of consumers is a
recent phenomenon. The consumers have to be aware not only of the commercial aspects of sale
and purchase of goods, but also of the health and security aspects . Food safety has become an
important element of consumer perception these days. In case of food products, its quality
depends not only on its nutritional value, but also on its safety for human consumption.
Consumption of contaminated or adulterated food is a major cause of human illness and
suffering. This called for strong legal measures to ensure that the manufacturers and sellers
observe uniformity and transparency in prices, stocks and quality of their goods. Enactment of
Consumer Protection Act, 1986 was one of the most important steps taken to protect the interests
of consumers. The provision of the Act came into force, with effect from July 1, 1987. The act
recognizes consumer’s right to seek redresses and right to consumer education. The salient
features of the Act are as follows:-

 Applies to all goods and services unless specifically exempted by the Union Government;

 Covers all the sectors whether private, public or cooperative;

 Enshrines the consumer’s rights related to safety, information, choice, representation and
redress and consumer education.

 The act gives consumers an additional remedy besides those which may be available to
them under the provisions of other existing laws and they are free to choose the remedy.

 Empower consumers seeking discontinuance of certain unfair and restrictive trade

practices, defects or deficiencies in services and stopping in services or withdrawal of
hazardous goods from the market.

DEFINITION
➢ ORGANIC FOOD
When the Universe was created, it was at its most natural form. Every grass, t r e e ,
f ruit, anim a l , e t c . w as natura l or, i n o t her w ords , organi c . The Ca
mbridge dictionary defines the word “organic” as ‘not using artificial chemicals in the growing
of plants

12
 lOMoARcPSD|13102633

and animals’. This means that plants and animals at that time grew naturally with the support of
the environment. Hence, they were at their purest form without the harmful chemicals which are
used today .

Definition as per Agricultural and Processed Food Exports Development Authority (APEDA)
The Department of Indian Government which helps to provide economical, social &eco
l ogic a l s us t a i nab i l i t y, e xp la in s t ha t O rganic prod ucts a r e grow n w
i t hout t h e us e of chemical fertilizers and pesticides with an naturally and socially
responsible approach under the agricultural system. This is a technique of farming
preserve the reproductive and regenerative ability of the soil, good plant nourishment,
and sound soil management, produces healthful food rich in strength which has
resistance to diseases as this method.

Food consumption patterns are changing as a result of health and environmental

issues. Interest in organically produced food is increasing throughout the world.
Global demand for organic products is increasing by over five billion US dollars a year
(Willer, Yussefi-Menzler, and Sorensen 2009). In India accompanied by modernization
and past, subsistence agriculture , was part of a traditional system in which farmers
produced foods mainly for family consumption and exchanged the surplus with
neighbours . In order to maximize yields, farmers started to use chemical fertilizers,
insecticides and pesticides in large quantities (UNDP 2007). This has led to
increasing problems related to economics, health hazards, and environmental issues.
Investigations have shown that dangerous levels of pesticides are used in food
production . Based on this information, government agencies and NGOs in India have
focused their attention on organic agriculture. Organic agriculture is one of the
sustainable agriculture approaches that are being promoted and practiced extensively
in the province. Indian organic agriculture is still at an early stage, the organic
production area being less than 0.05% of total agricultural land. An additional factor
was that farmers were not convinced that there was a secure market channel for
organic products. Certification informs the consumer of the undesirable and
unobserved pesticides that may or may not have been used in

13
 lOMoARcPSD|13102633

the production of food .Organic farming is a growing sector in India, which is

encouraged by the government and many private initiatives. Therefore, production
is expected to rise to meet the growing demand in the domestic market for organic
foods. The increased range of healthy foods and the establishment of certificates for
pesticide controlled vegetables indicate that there is a potential market. Consumers
everywhere know very little about the production process, as there is no
identification with the product and its producer. So it has to be explored how much
knowledge of organic farming consumers already have, and how they would like to
be more informed. Perception of organic food is growing due to people have started to
accepting the fact that today non organic items carries contamination of chemicals. Organic food
is free of all the chemicals Organic foods are foods are produced using methods that do not
involve any high-tech or modern synthetic inputs. Pesticides, chemical fertilizers, irradiation
and food additives are not used to deliver this product from start to end, from farm to the end
user. The US Department of Agriculture defines ”Organic farming is a production system which
avoids or largely excludes the use of synthetically compounded fertilizers, pesticides, growth
regulators and livestock feed additions.

14
 lOMoARcPSD|13102633

HISTORY AND DEVELOPMENT OF ORGANIC FOODS AND ITS

MARKET:
In the early era when human beings were born, they lived on fruits, grass,
vegetables and animals which grew on their own in their natural environment. Slowly
and gradually t hey found out and deve l oped t he aw a r enes s of grow i ng
t hes e p l ants . With t he pas s age of t i m e r e s e a r c h a n d e x p e r i m e n t s a l o n
g

w i t h a d v a n c e d t e c h n o l o g y h e l p e d t h e m t o g r o w vegetables faster than

their natural period of growth by using different kinds of fertilizers, p e s t i c i d e s ,
modifying their genes and etc. They began to feed animals
w i t h d i f f e r e n t antibiotics and growth hormones so as to enable them to produce
more than what they would naturally produce. The ill-effects and hazards of the
amount of chemicals absorbed by the food were forgotten in the course of achievement
by modern technology and science, given out in the environment and finally
consumed by humans. The consumption of this food and a l s o by t he e n v i r o n m e n t
w h i ch has been p ol lu te d by t he us e of t he chem i ca l s has a f f ected humans
from two sides.

Standards for organic products

(1) Provide the resource of evaluation and certification programmes for organic agriculture&
products according to the criteria approved internationally.
(2) Endorse certification programmes for organic produce.
(3) Facilitation of certification to organic products in agreement to the National Standards
for Organic Produces.
(4) Support the development of organic processing and farming in the country.

The Organic Certification Process

The organic food industry is relatively small and new, it is important that consumers become
aware of its claims, limitations, and potential benefits. In order to better protect the consumer,
organic certification programs were created in many parts of the world to develop a label for
organic food. An organic

\15
 lOMoARcPSD|13102633

indicated in the
original farm plans. certification label makes a claim as to the production process used to grow a
crop, but the label makes no claims concerning either the quality or the chemical composition of
the product itself. Thus, an organic label does not claim that a particular product is more
nutritious, pesticide-free, or tastier—it only indicates that the product was grown following a
defined set of organic practices as certified by an accredited state, federal, or international
certifying agency.

As the organic food industry grows in size, popularity, and value, its products are increasingly
traded across national borders and continents, as it joins the global food trade market. To further
the national and international expansion of this industry, and the ability of local growers to
export organic products, the United States published a set of federal organic production
standards in early 2001. The new federal organic standards will cover the entire country, and
replace the guidelines previously used by independent or state agencies in various parts of the
country. Because a similar area-wide certification program also exists in Europe and in other
regions, it will become easier in the future to trade organic products across borders. In the end,
the certification process results in an organic label in every item sold as organic, and this label
assures the consumer that this product was produced following a strict set of standards that are
uniform across the United States, and similar to those followed in other parts of the world.

The process to certify a farm as organic is a rather rigorous task that involves a lot of planning, good
management, and record-keeping. Farmers rely on published organic certification guidelines to find
out what practices are acceptable and what products are allowed for use on the farm. For land to be
certified as organic, no synthetic fertilizers or pesticides can be applied to it for three years prior to
certification. Part of the application process involves a detailed plan provided by the farmer that
describes the entire operation, with a focus on what organic techniques will be used to produce and
market crops in the farm. If the original fertility of the soil is deficient, the plans detail what will be done
to rectify this problem. The certification process also includes taking soil samples to evaluate soil fertility
and to detect the possible presence of any unacceptable pesticides in the soil. To ensure that the farm
remains in compliance, organic inspectors will visit the farm annually. The record-keeping maintained by
the farm helps the inspector to double-check that the farm operations are being conducted as
 lOMoARcPSD|13102633

some organic related products include,

i. Staples

 Brown Rice

 Whole wheat Flour

 Dals , pulses, and beans

 Spices

 Masalas

 Cold pressed Edible oils

 Jaggery

 Sugar

ii. Bakery Items

 Cakes, Breads, cookies

iii. Processed Food

 Snacks and confectionary

 Dried fruits and Nuts

 Honey

 Ghee

 Jams, Marmalades , Spreads

 Pickles

iv. Dairy Products

 Milk

17
 lOMoARcPSD|13102633

 Farm fresh Handmade natural cheese

v. Beverages

 Tea, coffee,

vi. Organic pepper

vii. Kaada mutta

viii. Hand made coconut oil

BENEFIT OF ORGANIC FOOD PRODUCTS

Antioxidant Capacity

A number of studies have been completed regarding the effects of antioxidants derived from
organic foods on your overall health, and the predominant results have shown that antioxidants
tend to have more of an impact when they come from organic foods. This may be due to the fact
that foreign chemicals are not negatively interacting with the different vitamins, minerals, and
organic compounds that are so essential for the positive impact of fruits and vegetables in the
prevention of things like cancer, heart disease, premature aging, vision problems, and cognitive
malfunction. Recent research suggests that choosing organic food can lead to increased intake of
nutritionally desirable antioxidants and reduced exposure to toxic heavy metals.

Pesticide Reduction

One of the major complaints that organic food consumers cite when choosing organic over non-
organic is the presence of pesticides. In order to keep crops from being attacked by the natural
world, including bugs, pesticides are required. Although they do a good job keeping certain pests
away from the crops, they also are composed of powerful chemicals like organo phosphorus.
This is an unnatural mineral compound that is not required by humans, but more than 80% of this
material in our bodies comes from eating pesticide-coated foods. Organo phosphorus has been
connected to a number of developmental problems, including autism and ADHD, so those
organic food lovers do have a pretty strong argument in this case. To be fair, many people do

18
 lOMoARcPSD|13102633

choose to go organic to make sure that their children grow up healthy and unaffected by the
toxins of the world during their developmental years.

Heart Health

Increased amount of time grazing on grass also increases the amounts of CLA (conjugated
linoleic acid) that can be found in the animal products. CLA is a heart-healthy fatty acid that can
boost cardiovascular protection, and it is found in higher quantities in breast milk and in meat for
animals that have been raised free range or cage-free.

Immune System

In recent decades, one of the biggest projects for farmers and food growers has been
genetic modification. Making tomatoes six times larger might sound like a possible option for
solving some world hunger issues, but there is another side to it. Genetic modification is still in
its early stages, so the long-term effects of it on human health aren’t understood as well as we
would like. In animal testing genetically modified food showed a major reduction in immune
system strength, an increase in birth mortality, as well as in certain sexual dysfunctions, cancers,
and sensitivity to allergens. Although there are some good things about genetically modified
food, organic food advocates point to the lack of concrete details about the long-term effect.

Antibiotic Resistance

People are very sensitive to issues of their health, and they often take precautions to make sure
they remain healthy, like getting various vaccines and taking antibiotics as soon as a new strain
of bacteria makes them ill. However, non-organic food sources, particularly livestock and feed
houses, also use antibiotics to feed their animals. This extra dose of antibiotics may actually be
weakening our immune system by basically overdosing on antibiotics, thereby reshaping our
immune system so many times that it will eventually be unable to defend itself. Organic food
growers and dairy farmers do not use antibiotics in their processes.

19
 lOMoARcPSD|13102633

Overall Health
Since organic food is not prepared using chemical fertilizers, it does not contain any traces of
these strong chemicals and might not affect the human body in negative ways. Natural fertilizers,
like manure, work perfectly fine, and organic farmers are happy to use this smellier, yet safer,
form of fertilizer.

Better Taste

Some people strongly believe that organic food tastes better than conventional food. The
prominent reason for this belief is that it is produced using organic means of production.
Furthermore, organic food is often sold locally, resulting in availability of fresh produce in the
market, which usually does taste better than produce that has been frozen, shipped, and
transported across long distances.

Environmental Safety

As harmful chemicals are not used in organic farming, there is minimal soil, air and water
pollution; thus ensuring a safer and healthier world for future generations to live in.

Animal Welfare

Animal welfare is an important aspect of producing organic milk, organic meat, organic poultry,
and organic fish. People feel happy that the animals are not confined to a miserable caged life
when they eat organic animal products.

LIMITATION OF ORGANIC FOOD PRODUCTS

Expensive

Organic food are more expensive than non-organic food. The reason why it is pricey is the
farmer commits his time and energy to cultivate such products. When you go to the grocery
store, organic food section has different prices than the normal fruit or vegetable section.

20
 lOMoARcPSD|13102633

Typically only people who are well-off who can afford to purchase organic food because they are
pricey that is why it is hard to add organic foods into your diet if you cannot afford.

Rare to Find

Since the products from organic farming requires time to harvest. You cannot find them
everywhere or anytime. You have to do your research to look for store that is selling organic
food products. This can surely waste your time and effort.

 Organic food perishes quickly as they lack artificial preservatives and are not irradiated.
Organic food is costly compared to non-organic produce.

 For the growth of organic produce a small amount of chemicals are used. Organic food is
not totally devoid of pesticide residues.

 Agencies of food standards in UK, France and Sweden have proved scientifically through
research that organic food is not superior to conventional food either in quality or taste.
Contradicting to the popular belief, according Consumers’ Association, organic food has
no wholesome effects.

 Large produce cannot be expected from organic farms as chemicals are not used in these
farms to enhance the rate of growth of crops. Farmers wait for the fruit to ripen naturally.
In organic farms crops are grown naturally without any chemicals to hasten the growth.
As a result crops take their own time to mature.

Benefits of organic farming

Makes agriculture more rewarding, sustainable and respectable.
 Sustains soil fertility by preventing the loss of soil and leaching of minerals.
 Protects and enriches biodiversity - micro organisms, soil flora and fauna, plants and
 animals.
 Requires less water and promotes water conservation.
 Improves and maintains agro ecosystem and natural landscape for sustainable production.
 Depends mostly on renewable on-farm resources.
  Encourages consumption of renewable energy resources- mechanical and other
alternate
 sources of fuel.
 _ Includes domestic animals as an essential part of organic system which helps maintaining

21
 lOMoARcPSD|13102633

Avail Benefits from Government Schemes for Organic Farming

1. National Project on Organic Farming (NPOF)

2. National Horticulture Mission (NHM),
3. Horticulture Mission for North East & Himalayan States (HMNEH)
4. National Project on Management of Soil Health and Fertility (NPMSH&F)
5. Rashtriya Krishi Vikas Yojana (RKVY)
6. Network Project on Organic Farming of Indian Council of Agricultural Research
(ICAR).

Benefits of non organic or conventional farming:

 Conventional food products can be less expensive and some times more nutritious.
 Conventional foods often have added nutritional components.
 Conventionally-grown foods are cheaper, because they get much better yields per
acre, and conventional growers don't have to pay for certification.
 Conventionally-grown foods are not as riddled with insect bites, because conventional
growers use insecticides.
 Conventionally-grown foods have higher yields, because 1) they can use commercial
fertilizers, 2) they can use herbicides, which prevent weeds from competing with the
crops for soil nutrients and water, and 3) they can use insecticides and fungicides, which
reduce yield losses from insects and diseases.
 Conventionally-grown foods do not contain E coli, a deadly disease found in animal
manure, which is often used as a fertilizer for "organic" crops.
 Conventionally-grown foods are better for the environment. Yes, you read that right.
You see, due to the yield difference, it takes much more land to grow a given quantity of
"organic" crops than to grow the same quantity of conventional crops. Converting to
organic production will require much more land than we currently use for agricultural
production. This will require clearing forest land. Many animal species that live in the
forest will be affected as well

22
 lOMoARcPSD|13102633

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

This chapter examines given an overview and provides results for the data collected during the
survey. It includes the general information, analysis and interpretation of the questions through
various tools and measures. It provides answer to the objectives of the research from the findings
of the data.

ANALYSIS OF DEMOGRAPHIC PROFILE

It is important to know the general profile of the respondents who participated in the survey in order

to comprehend the data results. 50 respondents participated in the survey out of which some

questionnaire had multiple answers. Hence the analysis has been done on the remaining considering

the best of the options in the questionnaire. Gender, age, and occupation was the information asked

in the demographic section of the questionnaire

 lOMoARcPSD|13102633

GENDER PROFILE OF THE RESPONDENT

Table 4.1

Gender Number of persons Percentage

Female 32 64

Male 18 36

Total 50 100
lOMoARcPSD|13102633
 lOMoARcPSD|13102633

Figure 4.1

No .of Respondents

No .of Respondents

INTERPRETATION

Table 4.1 shows that out of 50 respondents, 18 were males and 32 respondents were
female, i.e. 64% females and 36% males. The data shows that almost equal numbers of
people from both the genders were targeted. Hence, the sample is not dominated by a
single gender. Therefore, this question has shown that evaluating both the genders in
an effective mann e r, w h i ch compris es a lmos t equal males and f em a l es i
n t he s ampl e popula t i on, w i l l bring out a better picture of the results to answer the
research objectives.
 lOMoARcPSD|13102633

AGE PROFILE OF THE RESPONDENT

TABLE 4.2

Age No of persons Percentage

Below 20 1 2

21-50 47 94

Above 50 2 4

Total 50 100

INTERPRETATION
It is seen from the figure that maximum number of respondents falls between the
age group of 21-50. Exactly 47respondents were in this age group. This comprised of 94%

of the total sample.Only1 respondents fall between the age group of below 20 that is 2%.
In the age of 50 and above there were 2 respondents. The ages between 21-50 years
are well aware about organic products, so that they purchase more in the study area.
 lOMoARcPSD|13102633

Figure 4.2

Age of respondent

100

90

80

70

60

50

40

30

20

10

0
Below20 21-50 Above50
 lOMoARcPSD|13102633

OCCUPATION PROFILE OF THE RESPONDENT

Table 4.3

Occupation Number of percentage

persons
Student 16 32
Self-employed 10 20

Professional 20 40
Others 4 8
Total 50 100

Figure 4.3

INTERPRETATION

The table 4.3 shows that 32 % of student, 20 % of self-employed, 40 % of Professional, 8 % of

others out of 50 respondents while buying organic product respectively in study area, so we
observe that table and figure it says that more professional peoples are prefers organic food
product.
 lOMoARcPSD|13102633

Figure 4.3

OCCUPATION OF RESPONDENT
45

40

35

30

25
Number of persons
20

15

10

0
student self employed professionals others

28
 lOMoARcPSD|13102633

MONTHLY INCOME PROFILE OF THE RESPONDENT

Table 4.4

Monthly Income Number of persons Percentage

Up to 20,000 12 24
20,001-50,000 28 56
Above 50,000 10 20
Total 50 100

INTERPRETATION

The above table 4.4 shows that 56% of respondents are having monthly income up to 20,000,
12% of respondents are having income between Rs 20,001-50000, 10% of respondents are
having income above 50,000 ,out of 50 respondents considered for study.
 lOMoARcPSD|13102633

Figure 4.4

Monthly Income of respondent

60
50
40
30
20
Number of persons
10
0

Up to
20,001- Above
20,000
50,000 50,000

30
 lOMoARcPSD|13102633

UNDERSTANDING OF ORGANIC FOOD PRODCTS

Table 4.5

Opinion Number of persons Percentage

Pesticides free 23 46
No adulteration 12 24
Eco friendly 10 20
Costly 0 0
More nutritious 5 10
Total 50 100
 lOMoARcPSD|13102633

Figure 4.5

Understanding of organic food

pesticides free No adulteration Eco-friendly
Costly More nutritious

10.00
%

20.00
% 46.00
%

24.00
%

INTERPRETATION

Table 4.5 shows that 46% of respondents be lives that organic food products are pesticides
free.24% says that organic food products are no adulterant, 20% of respondent be lives that

organic food products are eco-friendly and 10% people think that it was more nutrient.
lOMoARcPSD|13102633

33
 lOMoARcPSD|13102633

AWARNESS OF ORGANIC FOOD PRODUCTS

Table 4.6

Opinion Number of persons Percentage

Yes 45 90
No 5 10
Total 50 100

Figure 4.6

Perception of organic food products

10.00
%

yes No

90.00
%

INTERPRETATION

Table 4.6 shows that the perception of the organic food products out of 50 respondents 90% of
them are aware about organic food products at least 10% of them are not aware.

34
 lOMoARcPSD|13102633

SOURCES OF PERCEPTION

Table 4.7

Sources of Perception Number of persons Percentage

Television 12 24
Magazine &Newspaper 20 36
Internet 2 4
Radio 3 6
Friends and colleagues 3 6
Health worker 10 20
others 0 0
Total 50 100
 lOMoARcPSD|13102633

Figure 4.7

Sources of Perception
40
35
30
25
20
15
10
5
0
Tele Magazine&new Inte R Friends&col Health ot
visio spaper rne a legues worker he
n t d rs
i
o

INTERPRETATION

From the Table 4.7 it is clear that 36% of the respondent came to know about the organic food
products through newspapers, magazines,24% through television,20% of them through health
worker and rest of them from radio, friends and colleagues etc. So the information will be flow
about organic food products only by Newspapers and Magazines is more when compared to
other information sources.
 lOMoARcPSD|13102633

36
 lOMoARcPSD|13102633

LEVEL OF PERCEPTION ABOUT FACTS RELATED TO ORGANIC

FOOD PRODCTS

Table 4.8 ( Using Weighted Average Index)

Various 1 2 3 4 5 Total WA Inde

Facts x
Health 0 0 5(10%) 15(30% 30(60% 50 225 4.5
benefit ) )
Organic 10(20% 5(10%) 10(20% 15(30% 10(20% 50 160 3.2
food ) ) ) )
productio
n method
Certified 20(40% 25(50% 5(10%) 0 0 50 85 1.7
organic ) )
food
products
organic 5(10%) 10(20% 10(20% 15(30% 10(20% 50 165 3.3
food ) ) ) )
standards
5- Highly aware, 4- Aware, 3- Partly Aware, 2- Not aware, 1- Highly not aware

INTERPRETATION

Table 4.8 shows the opinion of the customers about the level of perception towards organic food
products. It clear that 60% of them are highly aware about Health benefit of organic food
products.30% of them are aware about organic food production method. Where as 50% of them
are not aware about certified organic food products and 30%of them are aware about organic
food standards. So it is clear that almost respondents are aware about organic food products
effectively

37
 lOMoARcPSD|13102633

CONSUMERS BUYING PERCEPTION TOWARDS ORGANIC FOOD

PRODUCTS

Table 4.9

Opinion Number of persons Percentage

Yes 50 100
No 0 0
Total 50 100

Figure 4.9

Buying perception of organic food products

60

50

40
buy
30

20

10

0
yes no

INTERPRETATION

Table 4.9 shows that buying perception of organic food products. Out of 50 respondents are
buying organic food products.
 lOMoARcPSD|13102633

PURCHASE OF DIFFERENT KIND ORGANIC FOOD PRODUCTS

38
 lOMoARcPSD|13102633

Table 4.10

Food products Number of persons Percentage

Vegetables 26 52
Fruits 12 24
Processed foods 8 16
Egg, milk, meat 4 16
Coffee, tea 4 8
Total 50 100

Figure 4.11

Types oforganic food products

60

50

40

30

20

10

0
Vegetables Fruits Processed foods Egg,Milk,Meat Coffee, tea

INTERPRETATION

The table 4.10 clearly shows that the majority of the respondent 52% are usually purchase of fruits and vegetables

because of the fruits and vegetables are perishable in nature, 16 percent of people are using all or, Processed
foods 4 percent of people are purchasing Egg, milk and meat remaining coffee and tea does not
purchase the customers
 lOMoARcPSD|13102633

USAGE OF ORGANIC FOOD PRODCTS

Table 4.11

Opinion Number of persons percentage

Once a week or more 37 74
often
At least once a month 4 8
less than once a month 9 18
Total 50 100

Figure 4.11

USAGE OF ORGANIC FOOD PRODUCTS

once a week or more often At least once a month Less than once a month

18.00
%

8.00
%

74.00
%

INTERPRETATION

Table 4.11 shows the Usage of organic food products. It clear that out of 74% of respondents
uses organic food products once a week and rest of them uses at least once a month and less than
once a month.
lOMoARcPSD|13102633
 lOMoARcPSD|13102633

HOW LONG TO PURCHASE ORGANIC FOOD PRODUCTS

Table 4.11

Years Number of persons Percentage

Since 1 year 5 10
2year 10 20
3 year 15 30
More than 3 year 20 40
Total 50 100

Figure 4.12

DURATION OF PURCHASE
45

40

35

30

25
Axis Title
20

15

10

5
0
Since 1yr 2yr 3yr morethan 3yr

INTERPRETATION

From the table 4.12 it is found out that 40% of the respondent are aware about the Organic food
products above 3 years, and 30% them are aware about up to 3year and rest them are aware
about less than 1 year.
 lOMoARcPSD|13102633

PLACE OF PURCHASE

Table 4.13

Place of purchase Number of persons Percentage

Supermarket 15 30
Organic store 22 44
Online 0 0
Farm 13 26
Others 0 0
Total 50 100
 lOMoARcPSD|13102633

Figure 4.13

PLACE OF PURCHASE

45

40

35

30

25

20

15

10

0
supermarke
t organic
store Onlin
e Farm
others

INTERPRETATION

Table 4.13 clearly shows that 44 percent of the respondents purchase the organic products in
organic stores because of quality, freshness, price and other factors; and the rest of the
respondents go for nearer producer’s farm and some of the people go for super markets and retail
shops.
 lOMoARcPSD|13102633

OPINION ABOUT QUALITY OF ORGANIC FOOD PRODUCT

Table 4.14

Opinion Number of persons Percentage

High Quality 38 76

Low Quality 2 4

Moderate Quality 10 20

Total 50 100
 lOMoARcPSD|13102633

Quality of organic
Figure 4.14 food
yes No Average
23.08
%

3.85
%

73.08
%

INTERPRETATION

The Table 4.14 says that majority of the respondent (76%) quality of organic produce is satisfied.
But only few (4%) of consumer not satisfied of organic product majority of organic product not
preserve more months.
 lOMoARcPSD|13102633

THE RESPONDENT REACTION TO BUY IF FREQUENTLY PRICE

RISE OF THE ORGANIC FOOD PRODUCTS
Figure 4.15
Table 4.15

Opinion Number of persons Percentage

Yes 30 60

No 5 10

Not sure 15 30

Total 50 100
 lOMoARcPSD|13102633

Figure 4.15

Reaction of rising price of organic food products

Yes
30.00
No
%
Not sure

60.00
%
10.00
%

INTERPRETATION

The table 4.15 clearly indicates that the 60 percent of the respondent are ready to purchase the
organic product even frequently increasing price in the future, and remaining 10 percent of
respondents are not able to purchase a organic products while frequently increasing the price of
organic products
 lOMoARcPSD|13102633

REASONS FOR DO NOT PURCHASE ORGANIC FOOD PRODUCTS

Table 4.16(Using weighted Average Index)

Reasons 1 2 3 4 5 Total WA INDEX

High price 0 10(20% 5(10%) 15(30% 20(40% 50 195 3.9

) ) )
low perception 10(20% 20(40% 10(20% 5(10%) 5(10%) 50 125 2.5

) ) )
Taste is not 10(20% 20(40% 3(6%) 8(16%) 9(18%) 50 136 2.7
good ) )
Low 20(40% 15(30% 0 10(20% 5(10%) 50 115 2.3
availability ) ) )
Low trust 5(10%) 5(10%) 0 10(20% 30(60% 50 205 4.1
) )
Poor 12(20% 10(20% 10(20% 10(20% 8(16%) 50 142 2.8
Appearance ) ) ) )
 lOMoARcPSD|13102633

Abb: (Strongly disagree -1, Disagree-2, Neutral-3, Agree-4 , Strongly Agree-5)

INTERPRETATION :

Table 4.16 shows that the Reasons for do not purchase organic food products. Out of 50
respondent 40% of them are be lives that High price are the main reason for do not purchase
organic food products.40% of Disagree with the low perception, 40% of them are disagree with
taste of organic food ,30% of them are disagree with the low availability. 60% of them strongly
agree with the low trust . 20% of them be lives neutrally agree with the poor appearance are the
reasons for consumers do not purchase organic food product.
 lOMoARcPSD|13102633

INFLUENCE OF ADVERTISEMENT

Table 4.17

Opinion Number of persons Percentage

Better recall 6 12
positive Impression 26 52
Interest 5 10
13 26
Better Exposure
Total 50 100

Figure 4.17

Influence of Advertisement
60

50

40

30

20

10

0
Better recall Positive Impression Interest Better Exposure

INTERPRETATION

Table 4.17 shows that the Advertisement has to create positive impression in the mind of the
consumers about the organic food products that is 52% of them are positively influence by
advertisement.
 lOMoARcPSD|13102633

RECOMMENDTIONS ABOUT ORGANIC FOOD PRODUCTS

Table 4.18

Opinion Number of Persons Percentage

Definitely 28 56
Probably 14 28
Not Sure 6 12
Definitely Not 2 4
Total 50 100
 lOMoARcPSD|13102633

Figure 4.18

Recommendations towards organic food

products
Definitely Probably Not Sure Definitely Not

12.00
%
4.00
%

56.00
28.00 %
%

INTERPRETATIONS

The table 4.18 shows that the recommendation of consumers towards their friends or associates it
reveals that the respondent are Definitely recommending the organic food products to the friends
or associates.28% of them respondents are probably recommending to the friends or associates.
And rest of them are does not recommending the organic food products.
lOMoARcPSD|13102633

49
 lOMoARcPSD|13102633

MOTIVATION TO BUY ORGANIC FOOD PRODUCTS INSTEAD OF

NON-ORGANIC FOOD PRODCTS

Table 4.19

Opinion Number of persons Percentage

Price 4 8
Quality and Variety 10 20
Taste and Freshness 6 12
Nutritious and healthy 30 60
Label and Brand name 0 0
Total 100 100
 lOMoARcPSD|13102633

Figure 4.19

Label &brand name

Nutritious&health

Taste and freshness

Quality and variety

Price

0 5 10 15 20 25 30

INTERPRETATION

Table 4.19 shows that 60% of respondents are be lives that organic food are nutritious & healthy
rather than non- organic food.20% of them are be lives in their quality and variety. so it is reveals
that their opinion about the importance of buying food products without synthetic pesticides and
chemical fertilizers for safety health.

51
 lOMoARcPSD|13102633

CONTRIBUTION TO SUSTAINABLE DEVELOPMENT

Table 4.20

Responses Number of persons Percentage

Yes 46 92
No 4 8
Total 50 100
 lOMoARcPSD|13102633

Figure 4.20

CONTRIBUTION TO SUSTAINABLE DEVELOPMENT

YES NO

8.00
%

92.00
%

INTERPRETATION

Table 4.20 shows contribution to sustainable development. Out of 50 respondent 92% of them
are says that organic food products are contribute sustainable development and rest of them are
be lives it is not contribute to sustainable development.
 lOMoARcPSD|13102633

BRAND EQUITY OF ORGANIC FOOD PRODUCTS

Table 4.21

Opinion Number of persons Percentage

Favorable 29 58
Neutral 21 42
unfavorable 0 0
Total 50 100
 lOMoARcPSD|13102633

Figure 4.21

BRAND EQUITY
BRAND EQUITY

58

42

0
favorable Neutral Unfavorable
lOMoARcPSD|13102633
 lOMoARcPSD|13102633

CHAPTER 5

FINDINGS CONCLUSION AND SUGGESTIONS

5.1 FINDINGS OF TE STUDY

1. The result shows that 64% of respondent are female rest of them are male.
2. 94% of respondents are came under the age group of 21-50.
3. 40% respondents are came under the category of professional Employee.
4. Out of monthly Income basis 56% of respondents are limited to 20,001-50,000 class.
5. Majority of 46% of respondent are understanding the term organic food means It is
pesticides free.

6. 36% of respondents came to know about organic food products through Magazines and
News papers.
7. Out of 60% respondents are Highly aware about the Health Benefit of organic food
products.
8. 100% of respondents are interested to buy organic food products.
9. Almost 52% respondents are purchase vegetables rather than fruits and vegetables.
10. 74% of the consumers using organic food products Once a week.
11. Majority 40% of the respondents buy organic food products for above 3Years.
12. 76% of them are identified that Organic food Products have High Quality.
13. 60% of them are buy organic food products if frequently rise the price of the product.
14. Out of 40% respondents are identified High Price are the main reason for do not purchase
organic food products.
15. 52% of respondents are positively influence by the Advertisement of organic food
products.
16. Out of 50 respondent 56% of respondent are definitely recommending the organic food
products to their friends and associates.
17. 60% of respondents are be lives that Nutritious and Healthy as the main reason to buy
organic food products Instead of non organic food products.
18. Out of 92% of them are identified that organic food products have sustainable future.
19. Out of 44% of respondents are buy organic food products from organic store.
20. Out of 58% of respondents are willing to pay for more on organic food brand.
 lOMoARcPSD|13102633

5.2 SUGGESTIONS

i. Serving organic food for mid-day meals in school and college canteens is a chance to
get youngsters acquit anted with it and when they realize that organic food is tasty and
no weird, they might become more positive towards it and they would like to take it
regularly.
ii. The policy makers can make use of the existing public distribution system for
supplying organic food products at reasonable price to consumers.
iii. A tour can be arranged by the educational institutions for the students to visit organic
farming techniques practically and its benefits of consuming with the help of organic
farmers.
iv. Media plays one of the most significant role in building consumer perception about
organic food products. Radio, television, magazines, newspapers, internet and other
various information sources should be used to increase the perception of organic food
products. Internet can be used to build the consumers perception about organic food
products, because it has power to convey the messages beyond the boundaries.
v. A food product which was mainly liked by the children’s like organic ice creams,
organic chocolates, organic cookies, organic biscuits, organic drinks can be introduced
and advertised by the retailers to increase their perception and sales of organic food
products.
vi. Intensive perception and special training programmes should be conducted by the
people like doctors, nutritionist, dietician etc. Who have frequent contact with the
people, so they can motivate the consumers to purchase organic food products for their
better health.
vii. The most successful consumer information and perception initiatives can be done by
the traders or marketers are delivering the message about organic foods repetitively
and consistently through various modes of communication such as their websites,
newsletter, by advertising in magazines and stores, providing sponsorship for events,
product sampling at stores and through sampling at stores and through media coverage
about their products.
viii. Effects of organic food on health, safety factor, effect on environment and animals
should be informed to consumers which will help them to choose organic food.

57
lOMoARcPSD|13102633
 lOMoARcPSD|13102633

CONCLUSION

Green revolution transformed India from a food-deficient to a self sufficient country.

But more Usage of Synthetic pesticides and chemical fertilizers, various ill effects have
been observed. The whole world is now in the need to move to new concept called “Ever
Green Revolution” for benefit of environment and present, future mankind. Thus with the
changing dietary needs, enhanced income and rising perception about the presence of
hemical residues in food, there is a growing appreciation for organic food products
among consumers.
From this it can be concluded that Consumer Perception towards organic food products
Special reference to kalamassery Municipality. Creating perception is an essential tool to
bring an unprecedented demand for organic food. Thus this study analyze the consumers
level of perception about organic food products is fairly good but not adequate. Lack of
perception about organic food products can affect the attitude and perception about the
product and ultimately the buying decision of the consumers. So there is a need to create
consumers perception and it can be done through various promotional measures. The
marketer also needs to be innovative and dynamic in order to compete with the
consumers changing purchase behavior.
lOMoARcPSD|13102633