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ANALYSIS ON CUSTOMER SATISFACTION TOWARDS ORGANIC FOOD PRODUCTS |2024
CHAPTER- I
INTRODUCTION OF THE STUDY
1.1 INTRODUCTION
Now a days the food products which are produced by farmers are pesticides
mixed products due to get more productivity. It caused to cancer, reproductive
dysfunction, diabetes, autism, asthma, birth defects, Parkinson's and Alzheimer's
diseases and more. To free from those harmful diseases, organic food products are
grown up. Organic products are grown without the use of synthetic fertilizers and
pesticides, plant growth regulators(hormones), and genetically modified organisms.
Organic agriculture relies on natural products and processes to grow crops, improve
soil quality, control pests and promote bio-diversity.
As far as possible, organic farmers rely on crop rotation, green manure,

compost, and biological pest control to maintain soil productivity and control pests.
A well-balanced and biologically active soil will provide the crop with sufficient
nutrients for optimum growth and yields, with a minimum of pest and disease
problems. Organic foods are foods that are produced using methods of organic
farming – that do not involve modern synthetic inputs such as synthetic pesticides
and chemical fertilizers. Organic foods are also not processed using irradiation,
industrial solvents, or chemical food additives.
Organic food has always been viewed as the healthy option, but only in recent
years has the notion become a nationwide phenomenon. In the past, organic food
was somewhat of a fad and although the principles were practiced, it was by no
means mainstream.
However, the desire for healthy, organic food has grown. Families are taking
the values of healthy eating and helping the environment seriously. With people
more aware of the pesticides and herbicides used in the growing or non-organic
produce, they’re instead turning to the healthier alternative.
Sri Krishna Arts and Science College, Department of Commerce PA & CS

In fact, growing organic food is a way of controlling what’s consumed on a

daily basis. It’s free from the nasty chemicals associated with other produce
available and gives a welcome boost to the eco-system at the same time.
Those against the idea of organic gardening and farming would suggest it’s
impractical and expensive. However, organic growing is no different to what our
ancestors practiced in the past – when herbicides and pesticides wouldn’t have been
available.
Of course, it may cost a little more to keep your grass and produce growing
without the use of chemicals, but over time the quality of soil and sustainable
gardening practices will bring your overall expenditure down.
What’s important to understand and what this resource will aim to highlight,
is that organic growing doesn’t need to be a compromise, but in fact a sustainable
way of living your life. When well practiced , organic growing offers an opportunity
for high yield and bountiful harvests. With carcinogens, petroleum byproducts and
endocrine disrupters removed, you’ll have a healthy alternative to the dangerous
produce harvested worldwide.
ORGANIC CERTIFICATION
“Certified Organic” is a term given to food products produced according to a
set of standards. Organic standards define a set of practices for production and
handling which must be followed for the farmer’s products to be labelled and sold as
“Organic”. Before a product can be labelled “Organic”, a Government approved
certifier inspects the farm where the food is grown to make sure the farmer is
following all the rules necessary to meet the national organic standards. Companies
that handle or process organic food before it goes to market must also be certified.
As part of complying with the standards, an audit trail, or recordkeeping system, is
kept by the farmer, handlers and processors by which a crop may be traced from
field to storage to sale. All certification bodies require an accurate audit trail as proof
that acceptable organic management practices have been followed.

Organic Food and Farming
Organic production is an overall system of farm management and food

production that combines best environmental practices, a high level of biodiversity,
the preservation of natural resources, the application of high animal welfare
standards and a production method in line with the preference of certain consumers
for products produced using natural substances and processes.
The organic production method thus plays a dual societal role, where it on
the one hand provides for a specific market responding to a consumer demand for
organic products, and on the other hand delivers public goods contributing to the
protection of the environment and animal welfare, as well as to rural development.
Organic food production is based, at its heart, upon modern, sustainable farming
systems which maintain the long-term fertility of the soil, use less of the Earth’s finite
resources to produce our food and which put animal welfare at the heart of farming
practice
This ethos extends into the production of food and other items using
organically farmed ingredients, usually referred to as organic processing. Organic
techniques have been developed from an understanding of, and research into, soil
science, crop breeding, animal husbandry and ecology. The maintenance of soil
fertility relies principally on the use of legumes, crop rotations, the application of
composted animal manures, green manures and ground rock minerals. Weeds are
controlled by mechanical methods while pests and diseases tend not to be a problem
due to the inherent biodiversity in the system. Artificial fertilisers, herbicides, growth
regulators and livestock feed additives are prohibited. Whilst the sector is still a
relatively small part of the UK’s overall food production, organic farming has
expanded at a dramatic rate in recent years, both in this country and around the
world.

1.2 SCOPE OF THE STUDY
The pesticides mixed food product are caused to cancer, reproductive

dysfunction, diabetes, autism, asthma, birth defects, Parkinson's and Alzheimer's
diseases and more. The Organic food has been grown without the use of toxic
chemicals, pesticides or fertilizers. The food is as natural as can be, safer for the
environment and usually tastes better too. Organic food has plenty of advantages
when compared to the non-organic food that have been processed with artificial
preservatives and chemicals. But still people are not aware quietly. Even though
organic food plays a vital role however some factors are influencing them at the time
of purchase which has been given most priority and to know the consumers’ future
opinion is indispensable for the retailers.
1.3 OBJECTIVES OF THE STUDY

 To analysis the Opinion of the respondents towards the organic food product
 To find the awareness of consumer about the organization
 To identify the factors influencing consumer to buy organic products.
 To offer suggestions based on the findings of the study.
 This research explores the effectiveness of consumers buying behaviour

towards organic food products in Pollachi taluk and also to study about the
satisfaction level towards organic food products.
1.4 LIMITATION OF THE STUDY

 Initially some respondents hesitated to furnish the details but after explaining
the purpose of the study with good rapport, they Co-operated well.
 The study was limited only to the Pollachi taluk.
 Personal bias influenced by the response.
 Time constraints.

1.5 RESEARCH METHODOLOGY
Research is a systematized effort to gain new knowledge. It passes on to the

logical process consisting of the problem. Formulating a hypothesis, accumulate the
detail or date, analysing the facts and reaching certain conclusions either in the form
of solutions towards the convened problem or in certain generalization for some
theoretical formulation. This chapter is concerned with explaining the methodology
that was selected for the purpose of conducting the study. Methodology is
considered as one of the important aspect because it explains the whole process,
which is adopted by the researcher. Research methodology is the way to solve the
research problem systematically.
Research Design
Research design is the arrangement of conditions for collection and analysis

of data in a manner that aims to combine relevance to the research purpose with
economy in procedure. The design includes an outline of what the researcher will
do from writing the hypothesis and its operational implications to the final analysis
of data.
From the Research design the researcher selected the Descriptive Research
Design for the study. Descriptive research studies are those studies which are
conducted with describing the characteristics of a particular individual, or a group.
Need of the Study

Research design is needed because it facilitates the smooth sailing of the
various research operations, thereby making research as effective as possible
yielding maximum information with minimum expenditure of efforts, time, and
money.

Sample
Sample is a portion of the people drawn from a larger portion. It is a finite
subset of the population. Out of the total population, 100 samples were taken for the
study.
Sampling Technique
Sampling refers to the selection of optimum number of persons from a
definite population. To samples are studied under this research. Sampling design
refers to a definite plan for obtaining a sample from a given population. The sampling
technique adopted for the study is “Convenience Sampling”.
Sample Design
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researcher would adopt in
selecting items for the sample. Sample design is determined before data are
collected. Researcher must select or prepare a sample design which should be
reliable and appropriate research design.
Methods of Data:
Primary Data
The primary data are those which are collected afresh and for the first time,
thus happen to be original in character. Primary Data for the study is collected
through a Structured Questionnaire.
Secondary Data
Secondary data means the data that are already available. These are the
data’s which have already been collected and analyzed by researchers. The
researcher collected the data from various books, journals, websites and
previous studies done in the field.

Statistical tools used
1. Simple percentage analysis:
No of respondents
Simple percentage = ------------------------------------------------- X 100
Total no of respondents
2. Weighted Average Method
The weighted average method is mainly used to find out the average weight
of features in a brand is carried out for only the Rank question.
The rating average is calculated as follows, where:
w = weight of answer choice x =

response count for answer choice
x1w1 + x2w2 + x3w3 ... xnwn
Total
3. CHI-SQUARE ANALYSIS
To analysis the data which has been collected by the researcher, the tools of
analysis were employed are Chi-squared test.
Chi-squared distribution showing χ2on the x-axis and P-value on they-

axis.
A chi-squared test, also written asχ2test, is any statistical hypothesis
Where in the sampling distribution of the test statistic is a chi-squared

distribution when the null hypothesis is true. Without other qualification,
'chi-squared test' often is used as short for Pearson's chi-squared test.

Chi-squared tests are often constructed from a sum of squared errors, or

through the sample variance. Test statistics that follow a chi-squared
distribution arise from an assumption of independent normally distributed
data, which is valid in many cases due to the central limit theorem. A chi-
squared test can be used to attempt rejection of the null hypothesis that the
data are independent.
Also considered a chi-squared test is a test in which this is

asymptotically true, meaning that the sampling distribution(if the null
hypothesis is true)can be made to approximate a chi- squared
distribution as closely as desired by making the sample size large
enough. The chi- squared test is used to determine whether there is a
significant difference between the expected frequencies and the
observed frequencies in one or more categories.
FORMULA FOR CHI-SQUARE:
Chi-square
1.6 CHAPTER SCHEMES
The entire study is divided into five chapters
• CHAPTER I -The First chapter deals with Introduction, Objectives of the study,
Scope of the study, Limitation of the study, Chapter Scheme
• CHAPTER II -The second chapter describes the Research Methodology.
• CHAPTER III -The third chapter deals with Company Profile
• CHAPTER IV -The fourth chapter deals with analysis and interpretation of

data.
• CHAPTER V -The last chapter deals with Findings, suggestions and

conclusion of the study.

CHAPTER II
REVIEW OF LITERATURE
The chapter deals with the reviews of related literatures of this research topic.
This chapter also deals with the various studies of different authors related to the
topic of the research. It will be very useful to have an insight on the research topic,
and to identify the gaps in the previous researchers.
Bo Chen and SayedSaghaian (2017), study examines the consumer

preference for organic food can affect choice of retailing format in California. Thus
the study findings are based on regular organic user (households) and are more
likely to support organic specialty store and discount store. Whereas they shop less
in warehouse clubs and convenience store. This has strong managerial implication
for retailers.
Tatiana Abusuniva (2016), study focuses on increasing consumer

awareness about organic foods among Australia. The sample size chosen for the
study is 1011 through online survey; based on demographic profile that support for
the research hypotheses by revealing positive and significant effects of the
healthiest, hedonism and trust on consumer purchase intention.
Atulkar and Kesari (2016), found that a study of consumer shopping

experience was relevant to identify feeling and measure customer perceptions
towards purchase of products in retail environment thus it is necessary that retailers
create something a positive shopping experience for consumers using tangible and
intangible benefits to induce purchase and consumption of organic food products.
Joanna Henryks, Ray Cooksey & Vic Wright (2014), emphasized on

several key determinants that either facilitate or restrain the consumers from making
the actual purchase of organic food at the final hurdle, i.e the point of purchase. The
key determinants that influence the final buyer behaviour at the point of purchase

are identified as consumer intention to purchase organic food while entering the
retail outlet, habit, availability, false assumptions, visibility and access of organic
food and price.
Weng Marc Lim, Juliette Li Shuang Yong & KherinaSuryadi (2014),

insisted that organic market still remains a niche market and that further
investigations are required to better understand the consumer perceptions and
circumstances in which they are willing to purchase organic food. How ever the
research article concluded that consumers who perceive a positive value with regard
to organic food are more willing to purchase it, with health being the primary
perceived benefit. Price premium and the inability to notice a striking difference
between organic and conventional food products are identified as limiting factors to
purchase organic food.
Ravi Nandi.et.al., (2014), paper examines to gain knowledge about

consumers preferences regarding the organic products purchased in Bangalore,
India. The results revealed that the most preferred purchase places for organic
products were specialized organic stores and supermarkets.
Sonia Attanasio. et.al., (2013), their paper examines the consumer’s

intention to purchase the organic food products in Pontina Province, Italy and 280
respondents were interviewed using semi-structured questionnaires .Thus, the
results indicate that the intention to buy organic products is influenced by the
perception about the value of organic food products and belief on the health and
safety of the product.
Justin Paul and JyotiRana (2012), the present study is to know about the
behaviour of consumers and their intention to purchase organic food. The study is
also to determine the factors influencing consumer behaviour towards organic food.
The result indicates that consumer attitude towards buying organic food are
positively influencing by health, availability and education from demographic factors.
The overall satisfaction of consumers for organic food is more than non-organic food
but the satisfaction level varies depends on different factors. This study suggests
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that retailers can develop strategies and effective marketing program to influence
consumers positively.
Nabsiah Abdul Wahid and Rahbar, (2011), supported empirically the

assumption that consumers’ environmental knowledge or eco-literacy was a
significant predictor of environmentally friendly behaviour for preferring organic food.
Jan P. Voon. et.al., (2011), study investigated the determinants of incentive

to purchase organic food products among consumers in a Malaysian city, using a
survey. This indicates the efforts to promote consumption should focus on
influencing consumer attitudes.
Douglas H.Costance and Jin Young Choi (2010), their paper investigates
the predictors of interest and the perceived blockade to organic acceptance among
pragmatic conventional producers in Texas, compared to organic and conventional
producers. The results indicate that more than forty percent of producers who
currently have conventional operations have some interest in organic production.
The paper conclude that increased institutional support facilitates organic adoption.
Shaharudin (2010) discovered that consumers placed relatively high level

of importance on health consciousness and perceived value whereas low level of
importance on food safety concern and religious factor in their intention to purchase
organic food products.
JorisAertsens.et.al., (2009), paper aims to provide an overview, within a

framework linking Schwartz values theory and the theory of planned behaviour
(TPB). It seeks to focus on the importance of affective attitude, emotions, personal
custom, involvement and ambiguity related to organic food consumption. Both the
values theory and the theory of planned behaviour have been referred to related
theories for better understanding consumer’s choice for organic food.
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Nik Abdul Rashid (2009), reveals that eco-labels were attractive

instruments informing consumers about the environmental impact of their
purchasing decisions.
Kuhar and Juvancic(2008), found that purchases of organic food was

most important greatly influenced by their availability in retail market for goods,
followed by consumers income ,health and environmental careful thought, and of
vision attractiveness of products. Based on this study ,they developed an ordered
probity model of consumer choice to quantify various determinants of purchases
frequency for organically produced fruit and vegetables could be further encourage
something by targeted knowledge and awareness raising actions.
David Pearson & Joanna Henryks (2008), primarily concentrated in their

work on the marketing of organic products within the frame work of marketing mix
and identified the issues that pervade the national, organizational and individual
differences within the global organic industry. The paper concluded that most of the
organic users are only occasional organic consumers and that the most important
influencing attributes are the health, quality and environment. The article suggested
that aggressive promotion of these benefits can increase the organic consumer base
and also helps in increasing their willingness to pay the organic price premium.
Lucimar Santiago de Abreu. et.al., (2008), study focused on the

consumption of agroecological products, based on a socioeconomic and
anthropological approach which focus was on the motivation and the spending
practices in the metropolitan region of Campinas, Sao Paulo State, Brazil. The
purpose was to confirm that what level the consumer behaviour shows, cultural and
economic values with reference to current ecological culture. Therefore, the
understanding of the cultural dynamics of each and every expenditure process can
give meaningful insight to the current circumstance of local relations and global
exchanges.
V. K. Gupta (2008), has found that the organic foods are more nutritious
or fewer health risk than conventional alternatives. He also said that the increased
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awareness towards chemical free food, organic and natural products sector will grow
significantly in the coming years.
Ranjithkumar (2006), has studied the satisfaction level of respondents

towards the natural organic foods. He has studied the reasons to prefer organic food
which prevents disease and gives taste. He has recommended to follow healthy diet
chart by taking organic food.
Padmanabhan (2005), has sort out the health advantages of natural

organic foods and organic diets. He has concluded that the respondents’ preference
is because of the taste and no side effects of organic foods.
Squires and et.al., (2001), in their study, they concluded that the reasons
for preferring are organic food products tastes better than conventional produced
foods, concerns about health and nutrition, environmental concerns, concerns over
the use of chemicals and pesticides in conventional farming, the erosion of
confidence in factory and concerns over animal welfare.
KatrinWoese ,Dirk Lange ,Christian Boess ,Klaus Werner

Bogl(1997), in their extensive review compared the quality of organically and
conventionally grown food products with the help of different fertilization systems,
physic-chemical investigations of concentrations and proportions of desirable and
undesirable ingredients, pesticide residues, contaminants, feed experiments with
animals and nutritional studies on humans. This research study identified a certain
difference between organic and conventional food produce in terms of quality.
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CHAPTER III
OVERVIEW OF ORGANIC FOOD PRODUCTS
3.1 INTRODUCTION
The Indian food industry is poised for huge growth, increasing its contribution
to world food trade every year. In India, the food sector has emerged as a high
growth and high profit sector due to its immense potential for value addition,
particularly within the food processing industry.
The food industry, which is currently valued at US$ 39.71 billion! is expected
to grow at a Compounded Annual Growth Rate (CAGR) of 11 per cent to US$65.4
billion by 2019.
Food and grocery account for around 31 per cent of India’s consumption basket.
Accounting for about 32 per cent of the country’s total food market, The
Government of India has been instrumental in the growth and development of the
food processing industry. The government through the Ministry of Food Processing
Industries (MoFPI) is making all efforts to encourage investments in the business. It
has approved proposals for joint ventures (JV), foreign collaborations, industrial
licenses and 100 per cent export oriented units.
3.2 ORGANIC FOOD
Organic is primarily a labelling term that is used on a wide variety of foods that
have been produced through methods and practices approved by the U.S.
Department of Agriculture (USDA) and its National Organics Program (NOP).
Organic is also one of the single best steps you can take to safeguard the quality of
your food. In many cases, organic is also good step for the environment.
Many people think about "organic" as meaning "earth friendly." Even though
this meaning often holds true, it doesn't always. Organic regulations focus on
farming practices and food production steps that can be monitored and controlled to
decrease risk of food contamination and improve food quality. But for the most part,
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organic regulations simply do not try to address more complicated issues involving
the earth and sustainability.
Here is one simple example of the difference between the focus of organic
regulations and a focus on sustainability. In the U.S., we currently plant about 92
million acres of corn, 78 million acres of soybeans, and 57 million acres of wheat.
Ecologists view these 227 million acres and the way they are planted as non
sustainable. Many factors combine to make our current planting of corn and
soybeans and wheat non sustainable. Included are factors like natural water cycles
and natural mineral cycles in North America and their inability to accommodate the
227 million acres of these three crops as currently cultivated. The USDA's organics
program does not address or evaluate the sustainability of these crop acres. The
program limits its focus to the farming steps that would be needed in order for all
227 million acres of corn and soybeans and wheat to be certified as organic. For
example, USDA organic guidelines would prohibit use of genetic engineering,
fertilization with sewage sludge, and irradiation on any of these acres. Such changes
would most likely improve the quality of the crops and the quality of the land. But the
practice of planting 227 million acres with these three crops would still be non
sustainable, and this non-sustainability would not matter from the USDA's
perspective. Provided that USDA organic requirements were met, these crops would
be labelled organic regardless of their sustainability. The bottom line here is simple:
organic food production is better for the environment and better for our health than
conventional food production methods, but important earth related questions like
sustainability are not typically addressed in organic regulations and might not be
furthered by adoption of organic standards.
Of special importance in organics are the "big three." Genetic engineering,

irradiation, and sewage sludge are sometimes referred to as "the big three" by
commentators on the National Organics Program, since they are practices that can
have an especially problematic impact on health and the environment. The "big
three" have always been - and are still - prohibited by organic regulations. Along with
prohibition of these three practices, however, a wide variety of other practices are
prohibited in production of organic food. For example, most synthetic chemicals
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(including most synthetic pesticides, herbicides, and fertilizers) are prohibited by

organic regulations. All off these prohibitions in organic food production are
important. They help to safeguard the quality of our food and to reduce our health
risk from food contaminants.
The root of food industry research of the last century has been focused
primarily on developing chemical agriculture and modern food processing and
nothing was done to examine the side effects of conventional agriculture produce
that are not obvious. An organic farm is a farm whose structure is formed in imitation
of natural system that has the integrity, the independence and the beginning
dependence of an organism”— Wendell Berry, “The Gift of Good Land”. Organic
farming is a form of agriculture that relies on techniques such as crop rotation, green
manure, compost, and biological pest control. It is based on minimal use of off-farm
inputs and on management practices that restore, maintain and enhance ecological
harmony.
Organic food is produced by farmers who put emphasis on the use of

renewable resources and the conservation of soil and water to enhance
environmental quality for forthcoming generations. Organic food is processed
without using most conventional synthetic pesticides, bio-engineering, or ionizing
radiation, petroleum-based fertilizers or sewage sludge-based fertilizers. Organic
systems restore and maintain soil fertility, eliminate the use of toxic and persistent
pesticides and fertilizers, and biologically varied agriculture. As consumer demand
for organic foods continue to rise, high volume sales through organic stores and
supermarkets, is rapidly replacing the direct farmer connection. Organic foods do
not consist of any artificial products nor do they have any other toxic elements.
With the popularization of the issues relating to global warming and climatic
changes, more people aware of environmental changes caused by human
behaviour. Organic agriculture has developed rapidly worldwide during the last
decades in response to increasing anxieties regarding the negative externalities
associated with the effects of intensive farming systems on both human health and
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the environment. The global organic food market represents a multi-billion dollar
industry that has continuously grown over the last few decades
The major aspects of organic food are that they are safe, healthy to consume
and contain high amount of nutrients when compared to the non-organic or the
conventional food products This is mainly because these foods are grown in
healthier soil.
• Fruits and Vegetables, including Mushrooms
• Grains
• Legumes
• Nuts and Seeds
• Dairy Products and Eggs
• Livestock Feed
• Meats and Poultry
One major group of foods - seafoods - are not currently covered within the
regulations. The National Organics Standards Board has officially adopted
recommendations for seafood (including both finfish and mollusks like oysters,
clams, mussels and scallops), but these recommendations have not been added to
the National List and implemented into the law as official USDA regulations.
3.3 THE MAJOR TYPES OF ORGANIC FOODS
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Organic Vegetables and Fruits
These are the most common and generally available organic food products
in the market with high quality.
Organic Dairy Products
Organic dairy products are prominent and safe as well as healthy to use.
Organic dairy products include all the products such as milk, cheese, cottage
cheese, ice creams, butter, etc.
Organic Fish & Meat
Fishes caught from the open seas are not considered as organic fishes but
are the ones which are reared in various fish farms. In order to get organic meat,
special precautions need to be taken to ensure that the animals are not provided
with any antibiotics or hormone energizer and those they are fed 100% organic and
natural feed and are made to graze in organic meadow.
ORGANIC FOOD MARKET IN INDIA
The organic food market in India is growing at 25-30 per cent, but the
awareness about organic farming is still low in India despite huge spending, the
government today said. It released a study which projected that the domestic organic
food market would touch the $1.36 billion mark by 2020. In 2014, the size of the
organic food market, which is highly unorganised, was $0.36 billion, and organic
pulses and foodgrains took the lion's share of the market,
The market is growing at 25-30 per cent at present. There is more potential
to grow. The government is spending crores of rupees on organic farming. Despite
this, not many people are aware of organic farming," State for Agriculture Mohanbhai
Kalyanbhai Kundariya said at an event here. "India is capable of growing all kinds of
organic foods. Farmers should be educated to boost organic cultivation... Organic
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farming not only protects land and water resources, but also improves farm income,"
he added.
According to the study, India's organic food market has potential to grow more
than 25 per cent annually to touch $1.36 billion by 2020, provided there is more
awareness about these products and the government incentivizes region-specific
organic farming to ensure consistent growth in future.
Emphasising on the need to increase awareness about certified organic food

products, the study said, "The level of awareness about organic food products in
India is extremely low and is limited to consumers in metro cities." The study
suggested that companies in collaboration with the government should organise
awareness and training programmes for farmers as well as consumers.
The study also recommended that organic producers should focus on pulses
and food grains to maximize earnings, besides tapping export potential in the Middle
East and South East Asia, which have high concentration of high net worth
individuals.
The current growth in the organic food market is driven by rising health
consciousness, changing lifestyles, mounting disposable spending and growing
availability of organic food products in shopping malls and retail outlets.
PRODUCTION
India produced around 1.35 million MT (2015-16) of certified organic products

which includes all varieties of food products namely Sugarcane, Oil Seeds, Cereals
& Millets, Cotton, Pulses, Medicinal Plants, Tea, Fruits, Spices, Dry Fruits,
Vegetables, Coffee etc. The production is not limited to the edible sector but also
produces organic cotton fiber functional food products etc.
Among all the states, Madhya Pradesh has covered largest area under
organic certification followed by Himachal Pradesh and Rajasthan.
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Types of Organic Food
Organic agriculture has long served being the dominant form of agriculture
since ages past. It was only recently in the last few decades whereby other forms of
agriculture were added to the existing methods. Simply put, organic agriculture is
farming without the use of synthetic substances.
Organic food, literally means food that is produced from the abovementioned
method. The main advantages are that it is safer, healthier, and usually chemicalfree,
as there is no usage of artificial substances such as pesticides, herbicides, and
genetically modified organisms (GMOs). Produce is healthier because usage of toxic
elements such as pesticide are reduced. The toxic elements results in as being part
of our food and the repercussions in the long run are still not completely determined.
Organic products grown in healthier soil contain higher amounts of nutrients,

and many taste better than their conventional counterparts. Hence, the popularity of
such produce is picking up volumes in recent years. There is no better choice for
one's consumption than organic produce.
Organic Vegetables and Fruits
Organic vegetables and fruits are the most common type of organic food that
is available in the market. They come in a wide variety and they are usually in good
quality. Any certified organic plant product must come from fields that have remained
free of chemical application of fertilizers and pesticides for at least three years, and
must follow regulations set by AVA.
Organic Meat
Organic meat is perfect for meat lovers as in is healthy and not contain any
chemicals in the meat as the animals are fed with natural food that does not contain
chemicals. Organic provisions require animals to be raised without receiving
antibiotics, hormones, or growth stimulants. Humane treatment and access to the
out of-doors are stipulated, and the animals must be fed 100% certified organic feed
and must graze in certified organic pastures.
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Organic Dairy Products
Organic dairy products are extremely popular in recent years as they are safe
and healthy to consume. Milk from all dairy animals, including cows, goats, and
sheep, may be certified organic. Certified organic products cover nearly the full dairy
spectrum, including milk, cheese, yogurt, butter, cottage cheese, sour cream, ice
cream, and more.
Organic Fish
Organic fish are fishes that are rare in fish farms such as salmon, trout, cod,
halibut and sea bass. Fishes that are caught in the open see cannot be labelled as
organic due to the fact that it is uncertain of what the fishes eat.
Organic foods are covered under current organic standards
• Fruits and Vegetables, including Mushrooms.
• Grains.
• Legumes.
• Nuts and Seeds.
• Dairy Products and Eggs.
• Livestock Feed.
• Meats and Poultry.
3.4 HUMAN HEALTH BENEFITS OF EATING ORGANIC FOODS
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Greater Antioxidant Value
Antioxidants are important nutrients found in fresh fruits and vegetables and
have been shown to impart multiple health benefits, including the prevention of many
cancers. Some studies show that organic foods may have more antioxidants
compared to commercial varieties. A 2012 study in the "Journal of the Science of
Food and Agriculture" discovered higher antioxidants, including vitamin C, in organic
broccoli compared to conventional.
Reduced Pesticide Exposure
Many consumers choose organic produce because they desire to lower their
exposure to the pesticides found on commercial produce. Certified organic produce
is free from pesticide residues. A 2008 study published in "Environmental Health
Perspectives" revealed a majority of organ phosphorus (OP) pesticide exposure in
humans comes from dietary intake. When commercial produce was replaced with
organic produce, pesticide exposure was reduced significantly. Among other
concerns, OP pesticide exposure has been shown to contribute to deficiencies in
neurodevelopment, becoming a factor in autism, ADHD and other neurological
impairments in developing children.
Reduced Antiobiotic Exposure
With the increasing usage of antibiotics among dairy farms and feed lots,
antibiotic resistance is becoming a concern for many Americans. Organically raised
animals are not given antibiotic additives; therefore, organic diary and meats
products do not contain these residues. Consistent exposure to low doses of
antibiotic residues can also disrupt the normal flora of the human gut, reducing the
number of healthful bacteria and leaving humans more vulnerable to harmful
bacteria and illness.
22

Genetically Modified Foods
More recently, an increase in production of genetically modified foods and the

lack of labelling of these foods is causing many concerned Americans to choose
organic foods. The health implication of GM foods is still being studied, but
preliminary results do not look good. Rat studies show depressed immune systems,
reproductive dysfunction, cancer, allergies, toxicity and more. In one 2005 study,
conducted at the Russian Academy of
Sciences, a 55 percent death rate of rat pups born to rats fed a GM soy diet
was discovered, compared to a 9 percent death rate of rat pups born to rats fed a
non-GM soy diet. Nearly 70 percent of all processed foods contain GM ingredients,
and choosing organic is the only guarantee that food is free of genetic modification.
The factors that cause risk in consuming foods other than organic
The factors that cause risk in consuming foods other than organic include:
• Pesticides and other chemicals
• Genetically modified organisms
• Food irradiation
• Preservatives and artificial colouring
• Hormones and antibiotics in meat
THE BENEFITS OF ORGANIC RAW FOOD
Organic raw food recipes are being traded for people who want the best from
their organic endeaveours. Cooking any kind of food is known to minimize the
amount of nutrients and vitamins within the food and organic raw food is being touted
as having the most value without the unwanted chemicals. Organic is a process in
which fruits and vegetables are grown using only healthy processes for pesticides
and fertilizers. It is also known that the healthy values in any sort of food is lessened
23

through the cooking process with many of the nutrients, enzymes and vitamins that
are being cooked out of the foods. By eating only organic raw food, persons are
claiming to have the benefits of having all of the healthy benefits of the uncooked
foods. By consuming organic raw food, vegetarians get more vitamins, minerals and
nutrients which are showing many benefits as a health aid. By using only raw
vegetables in their meal planning and insuring they are from organic sources, they
do not have to give up the quality of either vegetarian or organic diets. Healthy living
requires a three-prong approach in consuming only living vegetables that are grown
in strict organic conditions and only consuming as much as the body has to provide
a healthier body. By limiting the consumption of organic raw food a lot of the work is
taken from the digestive track allowing it to do its job more efficiently and completely.
24

CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4. 1
AGE WISE CLASSIFICATION OF THE RESPONDENTS
Age No. of respondents Percentage (%)
Below 20 Years 18 18
21-30 Years 50 50
31-40 Years 26 26
Above 40 Years 6 6
Total 100 100
Source: Primary Data
INTERPRETATION:
From the above table shows that out of 100 respondents, 18% of the
respondents are below the age group of 20 years. 50% of the respondents are
having age between 21-30 years, 26% of the respondents are belong the age group
31-40 years and 6% of the respondents are between the age group of above 40
years.
Majority 50% of the respondents are belong to the age group of 21-30 years.
25

CHART 4.1
AGE WISE CALLSIFICATION OF THE RESPONDENTS
26

TABLE 4.2
GENDER WISE CLASSIFICATION OF THE RESPONDENTS
Gender No of respondents Percentage (%)
Male 36 36
Female 64 64
Total 100 100
Source: Primary Data INTERPRETATION:
respondents are male and remaining 64% of the respondents are female.
Majority (64%) of the respondents are female.
27

CHART 4.2
GENDER OF THE RESPONDENTS
28

TABLE 4.3
MARITAL STATUS
Marital status No. of respondents Percentage (%)
Married 52 52
Un Married 48 48
Total 100 100
respondents are married and 48% of the respondents are unmarried.
Majority (52%) of the respondents are Married.
29

CHART 4.3
MARITAL STATUS
30

TABLE 4.4
EDUCATIONAL QUALIFICATION
Educational
Qualification No. of respondents Percentage (%)
Up to school level 12 12
Graduate 48 48
Post Graduate 32 32
others specify 8 8
Total 100 100
INTERPRETATION:
respondents are School level,48% of the respondents have completed under
graduation and 32%of the respondents are completed Post graduate and remaining
8% of the respondents are professionals.
Majority (48%) of the respondents are completed Post graduation.
31

CHART 4.4
EDUCATIONAL QUALIFICATION
32

TABLE 4.5
OCCUPATIONAL STATUS
Occupational status No. of respondents Percentage (%)
Student 20 20
Employee 34 34
Business 22 22
Professional 24 24
Total 100 100
respondents are agriculture, 34% of the respondents are doing employed, 22% of
the respondents are doing business and remaining 24% of the respondents are
Professionals.
Majority (34%) of the respondents are doing Business.
33

CHART 4.5
OCCUPATIONAL STATUS
34

TABLE 4.6
MONTHLY INCOME
Monthly Income No. of respondents Percentage (%)
Less than Rs. 5000 12 12
Rs. 5001- Rs. 10000 48 48
Rs.10001-Rs. 15000 32 32
More than Rs. 15001 8 8
Total 100 100
From the above table shows that out of 100 respondents,12% of the
respondents are getting salary less than Rs.5,000, 48% of the respondents are
getting salary ranging from
Rs.5,001 to Rs.10,000, 32% of the respondents are getting salary between
Rs.10,001Rs.15,000 and remaining 8% of the respondents are getting salary more
than Rs.15001.
Majority (48%) of the respondents are getting salary 48% of the respondents
are getting salary ranging from Rs.5,001 to Rs.10,000
35

CHART 4.6
MONTHLY INCOME
36

TABLE 4.7
TYPE OF FAMILY OF REPONDENTS
Type of family No. of the respondents Percentage
Joint 46 46
Nuclear 54 54
Total 100 100
Source: Primary Data INTRAPRETATION
From the above table infer that out of 100 respondents, 46% of the
respondents were joint, 54% of the respondents were nuclear.
Majority (54%) of the respondents are nuclear.
37

CHART 4.7
TYPE OF FAMILY OF REPONDENTS
56 54
54
52
46
50
48
46
44 Nuclear
42 Joint typeof family
38

TABLE 4.8
SIZE OF THE FAMILY
Size of the family No. of Respondents Percentage (%)
Below 2 members 18 18
2-3 members 32 32
4-5 members 48 48
Above 6 members 4 4
Total 100 100
Source: primary data
INTERPRETATION
Out of the total 100 respondents, 9(18%) have 2-3 members in their family,
16(32%) have 3-4 members in their family, and rest of 24(48%) have between 45
members in their family remaining 2(4%) of the respondents have above 6
members.
Hence, it is said that the most of the respondents have two members in their
family.
39

CHART 4.8
SIZE OF THE FAMILY
40

TABLE 4.9
AREA WISE CLASSIFICATION OF RESPONDENTS
Area No. of Respondents Percentage (%)
Rural 54 54
Urban 46 46
Total 100 100
Source: primary data
INTERPRETATION
Out of the total 100 respondents, 54% belong to urban area and rest of 46% belong
to rural area.
Hence, it is identified that the majority of respondents belong to urban area.
41

CHART 4.9
AREA WISE CLASSIFICATION OF RESPONDENTS
42

TABLE 4.10
TYPES OF ORGANIC FOOD
Types of Organic food No of Respondents Percentage
Rice 24 24
Energy drinks 28 28
Honey 32 32
Pickles 16 16
Total 100 100
INTERPRETATION
From the above tables shows that 24% of the respondents are preferred
organic food,28% of the respondents are preferred energy drinks and 32% of the
respondents are preferred honey and remaining 16% of the respondents are
preferred Pickles
Majority 32% of the respondents are preferred honey
43

CHART 4.10
TYPE OF ORGANIC FOOD
44

TABLE 4.11
USAGE OF PERIOD
Period of Using No of Respondents Percentage
Below 1 year 36 36
1-3 years 44 44
3-5 years 16 16
Above 5 years 4 4
Total 100 100
INTERPRETATION
From the above tables shows that 36% of the respondents are using less than
1 year, 44% of the respondents are using between 1-3 year,16% of the respondents
are using between 3-5 years and 4% of the respondents are using more than 5
years.
Majority 44% of the respondents are using between 1-3 year.
45

CHART 4.11
PERIOD OF USING THE ORGANIC FOOD PRODUCT
46

TABLE 4.12
TYPE OF ORGANIC FOOD PURCHASE
Type of Organic food No of Respondents Percentage
Fruits 30 30
Vegetables 20 20
Dairy products 40 40
Coffee 10 10
Total 100 100
INTERPRETATION
From the above tables shows that 30% of the respondents are purchase fruits,20%
of the respondents are purchase Vegetables and 40% of the respondents are
purchase Dairy products remaining 10% of the respondents are purchase Coffee.
Majority 40% of the respondents are purchase Dairy products.
47

CHART 4.12
TYPE OF ORGANIC FOOD PURCHASE
48

TABLE 4.13
USING THE ORGANIC FOOD PRODUCTS
Using The Organic Food Products No of Respondents Percentage
Less than 1 year 40 40
1 to 3 year 60 60
Total 100 100
INTERPRETATION
From the above tables shows that 40% of the respondents are using the organic
food less than 1 year and remaining 60% of the respondents are using between 1
to 3 year.
Most 60% of the respondents are using between 1 to 3 year.
49

CHART 4.13
USING THE ORGANIC FOOD PRODUCTS
50

TABLE 4.14
KNOW THE INFORMATION ABOUT ORGANIC FOOD
No of
Awareness Respondents Percentage
Friends 30 30
Relations 40 40
Family members 20 20
Advertisement 10 10
Total 100 100
INTERPRETATION
From the above table shows that 30% the respondents are 30% of the
respondents are awareness through friends, 40% of the respondents are awareness
through relations and 20% of the respondents are awareness through Family
members remaining 10% respondents are awareness through Advertisement.
Majority 40% of the respondents are awareness through relations.
51

CHART 4.14
KNOW THE INFORMATION ABOUT ORGANIC FOOD
52

TABLE 4.15
FACTOR INFLUENCED TO PURCHASE THE ORGANIC FOOD
Factor Influenced No of Respondents Percentage
Appearance 10 10
Brand name 56 56
Price 26 26
Taste 8 8
Total 100 100
INTERPRETATION
From the above tables shows that 10% of the respondents are reason for
purchase is Apperance, 56% of the respondents are reason for purchase is Brand
name and 26% of the respondents are reason for purchase is price and remaining
8% of the respondents are reason for purchase is taste.
Majority 56% of the respondents are reason for purchase is Brand name.
53

CHART 4.15
FACTOR INFLUENCED TO PURCHASE THE ORGANIC FOOD
54

TABLE 4.16
THE REASON FOR USING ORGANIC FOOD
Reason for using No of Respondents Percentage
Health Consciousness 30 30
Doctors Advice 40 40
For Taste 20 20
Others 10 10
Total 100 100
INTERPRETATION
From the above table shows that 30% of the respondents using the reason for
Health Consciousness,40 % of the respondents using the reason for Doctors Advice
and 20% of the respondents using the reason for taste remaining 10% of the
respondents using the reason other.
Majority 40 % of the respondents using the reason for Doctors Advice.
55

CHART 4.16
THE REASON FOR USING ORGANIC FOOD
56

TABLE 4.17
OPINION ABOUT THE PRICE OF ORGANIC FOOD PRODUCT
Opinion No of Respondents Percentage
Reasonable 30 30
High 40 40
Very high 20 20
Low 10 10
Total 100 100
INTERPRETATION
From the above table shows that 30% of the respondents are said that
organic food product price is reasonable, 40% of the respondents are said that
organic food product price is High and 20% of the respondents are said that organic
food product price is Very High and remaining 10% of the respondents are said that
organic food product price is Low.
Majority 40% of the respondents are said that organic food product price is
high.
57

CHART 4.17
OPINION ABOUT THE PRICE OF ORGANIC FOOD PRODUCT
58

TABLE 4.18
SATISFACTION LEVEL WITH RESPECT TO THE FOLLOWING SERVICE

PROVIDED
Particulars Highly satisfied Satisfied Neutral Dissatisfied Total
Rice 20(20%) 40(40%) 30(30%) 10(10%) 100(100%)
Energy drinks 100(100%) 30(30%) 16(16%) 4(4%) 100(100%)
Honey 10(10%) 70(70%) 14(14%) 6(6%) 100(100%)
Pickles 56(56%) 24(24%) 12(12%) 8 (8%) 100(100%)

INTERPRETATION
From the above table shows that 20% of the respondents are highly satisfied with
rice, 40% of the respondents are satisfied with rice and 30%of the respondents are
neutral with rice remaining 10% of the respondents are dissatisfied with rice.
Majority 40% of the respondents are satisfied with rice
100% of the respondents are highly satisfied with Energy drinks, 30% of the
respondents are satisfied with Energy drinks and 16%of the respondents are neutral
with Energy drinks remaining 14% of the respondents are dissatisfied with Energy
drinks.
Most 100% of the respondents are highly satisfied with Energy drinks.
10% of the respondents are highly satisfied with Honey, 70% of the respondents
are satisfied with Honey and 14%of the respondents are neutral with Honey
remaining 6% of the respondents are dissatisfied with Honey.
Maximum 70% of the respondents are satisfied with Honey
59

56% of the respondents are highly satisfied with Pickles, 24% of the respondents
are satisfied with Pickles and 12%of the respondents are neutral with Pickles
remaining 8% of the respondents are dissatisfied with Pickles.
Most 56% of the respondents are highly satisfied with Pickles
60

TABLE 4.19
THE FOLLOWING STATEMENTS DESCRIBE YOUR ATTITUDES TOWARDS

ORGANIC FOOD.
Particulars SA A N DA SDA
I prefer buying organics. 16(16%) 40(40%) 36(36%) 2(2%) 2(2%)
Organic products are safer and more 20(20%) 42(42%) 38(38%) 0 0

reliable
Organic products are of better quality. 34(34%) 46(46%) 16(16%) 2(2%) 2(2%)
Organic products are healthier. 60(60%) 20(20%) 10(10%) 8(8%) 2(2%)
Organic products taste better. 20(20%) 60(60%) 16(16%) 4(4%) 0
Organic products are of higher 30(30%) 100(100%) 20(20%) 0 0

nutrition value
Organic products are very expensive. 20(20%) 56(56%) 16(16%) 2(2%) 6(6%)
INTERPRETATION
From the above table shows that 16% of the respondents are strongly agree
with preferred to buying organic, 40% of the respondents are agree with preferred
to buying organic and 36% of the respondents are Neutral with preferred to buying
organic and 2% of the respondents are disagree with preferred to buying organic
remaining 2% of the respondents are strongly disagree with preferred to buying
organic.
61

20% of the respondents are strongly agree with Organic products are safer
and more reliable, 42% of the respondents are agree with Organic products are safer
and more reliable and 38% of the respondents are Neutral with Organic products
are safer and more reliable and none of the respondents are disagree with Organic
products are safer and more reliable remaining none of the respondents are strongly
disagree with Organic products are safer and more reliable.
34% of the respondents are strongly agree with better quality, 46% of the
respondents are agree with better quality and 16% of the respondents are Neutral
with better quality and 2% of the respondents are disagree with better quality
remaining 2% of the respondents are strongly disagree with better quality.
60% of the respondents are strongly agree with healthier, 20% of the
respondents are agree with healthier and 10% of the respondents are Neutral with
healthier and 8% of the respondents are disagree with healthier remaining 2% of the
respondents are strongly disagree with healthier.
20% of the respondents are strongly agree with Taste better, 60% of the
respondents are agree with Taste better and 16% of the respondents are Neutral
with Taste better and 4% of the respondents are disagree with Taste better remaining
0% of the respondents are strongly disagree with Taste better.
30% of the respondents are strongly agree with Higher nutrition value, 100%
of the respondents are agree with Higher nutrition value and 20% of the respondents
are Neutral with Higher nutrition value and none of the respondents are disagree
with Higher nutrition value remaining none of the respondents are strongly disagree
with Higher nutrition value.
20% of the respondents are strongly agree with Higher nutrition value, 56%
of the respondents are agree with preferred to buying organic and 36% of the
respondents are Neutral with very expensive and 2% of the respondents are
disagree with very expensive remaining 6% of the respondents are strongly disagree
with very expensive.
62

TABLE 4.20
OPINION ABOUT ORGANIC FOOD
Opinion No of Respondents Percentage
Better 10 10
Normal 52 52
Good 24 24
Very good 14 14
Total 100 100
INTERPRETATION
From the above table shows that 10% of the respondents are feel better,
52% of the respondents are feel normal and 24% of the respondents are feel good
remaining 14% of the respondents are feel very good.
Majority 52% of the respondents are feeling normal.
63

CHART 4.20
OPINION ABOUT ORGANIC FOOD
64

TABLE 4.21
OVERALL SATISFACTION OF ORGANIC FOOD
Satisfaction No of respondents Percentage
Satisfied 48 48
Highly Satisfied 30 30
Neutral 8 8
Dissatisfied 14 14
Total 100 100
INTERPRETATION
From the above table shows that 48% of the respondents are highly satisfied
with organic food, 30% of the respondents are satisfied with Organic Food and 8%
of the respondents are neutral with Organic Food remaining 14% of the respondent
are dissatisfied with Organic Food.
Majority 48% of the respondent are highly satisfied with organic food.
65

CHART 4.21
OVERALL SATISFACTION OF ORGANIC FOOD
66

TABLE 4.22
PURCHASE ORGANIC GROCERY
Purchase Organic
Grocery No of respondents Percentage
2-3 time a week 70 70
2 once a week 10 10
3 once a month 16 16
Occasionally 4 4
Total 100 100
INTERPRETATION
From the above table shows that 70% of the respondents are purchase 2-3 times a
week, 10% of the respondents are purchase 2 once a week and 16% of the
respondents are purchase 3 once a month remaining 4% of the respondents are
purchase occasionally.
Majority 70% of the respondents are purchase 2-3 times a week.
67

CHART 4.22
PURCHASE ORGANIC GROCERY
68

TABLE 4.23
RECOMMENDED TO OTHERS
Recommended to
Others No of respondents Percentage
Yes 90 90
No 10 10
Total 100 100
INTERPRETATION
From the above table shows that 90% of the respondents are recommended to
others and remaining 10% of the respondents are not recommended to others.
Majority 90% of the respondents are recommended to others.
69

CHART4.23
RECOMMENDED TO OTHERS
70

TABLE 4.24
AGE AND REASON FOR USING ORGANIC FOOD
To test whether there is any significant association between age and reason
for using organic food. The following hypothesis is framed and tested through chi –
square test.
Ho: There is no significant association between the age of the respondents

and reason for using organic food.
Reason for Using Organic Food
Health Doctors For
Consciousness Advice Taste Others Total
0
Count 18 0 0 18
Below 20 years .0% .0% 100.0%
.0%
% within Age
12 0 0 50
Count 38
100.0 % .0% .0% 100.0%
21 - 30 years
76.0%
% within Age 24.0%
Age
0 2 20 4 26
Count 15.4%
7.7%
31 - 40 years
% within Age 0 76.9% 6 100.0%
.0% 100.0%
Count
0
Above 40 years 0 .0% 6
% within Age
.0% 40 .0% 100.0%
Count 20 10 100
30 40.0% 20.0% 10.0%
Total
% within Age 30.0%
100.0%
Calculated χ2 value: 1.8532 df:9 Table Value @ 5 % level: 16.919
Out of total 100 (100%), 18 respondents belong to the age of Below 20 years.
Among them, 18 (100.0%) using organic food is motivated by health consciousness,
50 respondents belong to the age between 21-30 years, Out of them, 12 (24.0%)
using organic food is motivated by health consciousness, 38 (76.0%) using organic
71

food is motivated by doctors advice, 26 respondents belong to the age between 3140
years, 2 (7.7%) using organic food is motivated by doctors advice, 20 (76.9%) using
organic food is motivated by for taste, 4 (15.4%) using organic food is motivated by
others, while 6 respondents belong to the age between Above 40 years, Out of them,
6
(100.0%) using organic food is motivated by others. As the calculated chi – square
value is less than the table value at five percentage level the null hypothesis is
accepted and it is found that there is no significant association between age and
reason for using organic food.
72

TABLE 4.25
GENDER AND REASON FOR USING ORGANIC FOOD
To test whether there is any significant association between gender and

reason for using organic food. The following hypothesis is framed and tested through
chi – square test.
Ho: There is no significant association between gender and reason for using
organic food.
Reason for Using Organic Food
Total
Health Doctors For Others
Consciousness Advice Taste
Count 30 6 0 36
0
16.7% .0%
% within .0%
83.3% 100.0%
Gender
Male
Count 0 34 10 64
20 15.6%
% within
Gender
Gender .0% 53.1% 100.0%
31.2%
Female 10
Count 30 40 20 10.0%
100
Total % within
30.0% 40.0% 20.0% 100.0%
Gender
Calculated χ2 value: 77.865 d.f:3 Table Value @ 5 % level: 7.815
Out of total 100 (100%), 36 respondents are male. Among them, 30 (83.3%)
using organic food is motivated by health consciousness, 6 (16.7%) using organic
food is motivated by doctors advice, 64 respondents are female, 34 (53.1%) using
organic food is motivated by doctors advice, 20 (31.2%) using organic food is
motivated by for taste, 10 (15.6%) using organic food is motivated by others. As the
calculated chi – square value is less than the table value at five percentage level the
null hypothesis is accepted and it is found that there is no significant association
between gender and reason for using organic food.
73

TABLE 4.26
MONTHLY INCOME AND SATISFIED FOR USING ORGANIC FOOD
To test whether there is any significant association between monthly income

and satisfied for using organic food. The following hypothesis is framed and tested
through chi – square test.
Ho: There is no significant association between monthly income and satisfied

for using organic food.
Satisfied for using organic food
Highly
Satisfied Dissatisfied
Satisfied Neutral Total
Count %
within 12 0 0 .0% 12
0 100.0%
Monthly 100.0%
Less than
Income .0%
Rs.5000
Count % 36 20 .0%
0 56
Rs.5001 - within
Rs.10000 Monthly 64.3 % 0
35.7%
.0% 100.0%
Income 0 10 .0%
Monthly Count %
6 24
Income Rs.10001 - within
.0% 41.7% 8
Rs.15000
Monthly 0 25.0% 100.0%
0 33.3%
Income
.0%
Count % 8 8
within Monthly
0
More than Income .0% 100.0% 100.0%
Rs.15001 .0%
48 30 14 100
Count %
8
within
48.0% 30.0% 8.0% 14.0% 100.0%
Monthly
Total Income
Calculated χ2 value: 1.1212 d.f:9 Table Value @ 5 % level: 16.919
74

Out of total 100 (100%), 12 respondents are getting salary between less than
Rs. 5,000. Among them, 12 (100.0%) satisfied for using organic food, while 56
respondents are getting salary ranging from Rs.5, 001 – Rs. 10, 000, Out of them,
36 (64.3%) satisfied for using organic food, 20 (35.7%) highly satisfied for using
organic food, 24 respondents are getting salary ranging from Rs.10, 001 – Rs. 15,
000, Out of them, 10 (41.7%) highly satisfied for using organic food, 8 (33.3%)
neutral for using
organic food, 6 (25.0%) dissatisfied for using organic food, while 8 respondents are
getting salary ranging from more than Rs. 15, 001, Out of them, 8 (100.0%)
dissatisfied for using organic food. As the calculated chi – square value is less than
the table value at five percentage level the null hypothesis is accepted and it is found
that there is no significant association between the monthly income and satisfied for
using organic food.
75

CHAPTER V
FINDINGS, SUGGESTION AND CONCLUSION
5.1 FINDINGS
• Majority 50% of the respondents are belong to the age group of 21-30 years.
Majority 64% of the respondents are female.
• Majority 52% of the respondents are Married.
• Majority 48% of the respondents are completed Post graduation.
• Majority 34% of the respondents are doing Business.
• Majority 48% of the respondents are getting salary 48% of the respondents
are getting salary ranging from Rs.5,001 to Rs.10,000
• Majority 54% of the respondents are nuclear.
• Hence, it is said that the most of the respondents have two members in their
family.
• Hence, it is identified that the majority of respondents belong to urban area.
• Majority 32% of the respondents are preferred honey Majority 44% of the
respondents are using between 1-3 year.
• Majority 40% of the respondents are purchase Dairy products. Most 60% of
the respondents are using between 1 to 3 year.
• Majority 40% of the respondents are awareness through relations.

• Majority 56% of the respondents are reason for purchase is Brand name .
Majority 40% of the respondents are said that organic food product price
is High Majority 52% of the respondents are feeling normal.
• Majority 48% of the respondent are highly satisfied with organic food.
• Majority 60% of the respondents are agree with Taste better
• Majority 70% of the respondents are purchase 2-3 time a week.
• Majority 90% of the respondents are recommended to others.
76

5.2 SUGGESTION
• The Creation of awareness of Organic products is necessary among
consumers.
• Sustained improvement in product features would lead to increase in
consumption of organic food products.
• Allocation of separate shares for organic food products in departmental

stores
• Positioning organic food products by their specific attributes
• Positioning organic food products by influencing consumer beliefs about the
benefits they derive on consuming.
5.3 CONCLUSION
Organic food consumption is increasing because of concerns over

environmental and health issues Associated with food production. The increase in
consumers’ interest in organic food products has been attributed among other issues
to the growing demand for food free from pesticides and chemical residues. With the
present study an attempt is made to describe the existing situation regarding. The
main motives to purchase organic food products are health and environmental
benefits, plus support for local or small farmers. In addition, an important factor that
was revealed as a barrier to the development of organic foods is consumer
information. Increased consumer awareness of organic labeling and their trust in
organic labels as well as increasing the availability and range of organic food
products, may be the most effective way of increasing their market share. The study
found that the groups of buyers and non-buyers the main barrier of organic foods
market share is the information available and consumer awareness valuable
information on consumers in Chiang Mai province that can be used by policy makers
in organic farming at the national and regional level.
77

A STUDY ON CUSTOMER SATISFACTION TOWARDS ORGANIC FOOD

PRODUCTS
(WITH SPECIAL REFERENCE TO POLLACHI)
1. Name :( optional) ____________________
2. Age
a) Below 20 years b) 21 - 30 years c) 31 - 40 years d) Above
40 years
3. Gender
a) Male b) Female
4. Marital status
a) Married b) Unmarried
5. Education Qualification
a) Up to school level b) Graduate
c) Post Graduate d) Others specify
6. Occupational Status
a) Student b) Employee
c) Business d) Professional
7. Monthly Income
a) Less than Rs.5000 b) Rs.5001 - Rs.10000

c) Rs.10001 - Rs.15000 d) More than Rs.15001
78

8. Type of family
a) Nuclear b) Joint family
9. Family Members
a) Below 2 Member b) 2 - 3 Members
c) 4 - 5 Members d) Above 6 Members
10.Place of Residence
a) Rural b) Urban
11. Which type of organic food should be like?
a) Rice b) Energy drinks
c) Honey d) Pickles
12. Number of years has been purchasing for organic products?
a) Below 1 year b) 1 - 2 years c) 3 - 5 years d) Above 5 years
13. Which of these food products do you buy the most?
a) Fruits b) Vegetables c) Dairy products d) Coffee
14. How long are you using the organic food product?
a) Less than 1 year b) 1-3 years
15. How to know the information about organic food
a) Friends b) Relations
c) Family members d) Advertisement
79

16. Which factor influenced you to purchase the organic food?
a) Appearance b) Brand name
c) Price d) Taste
17. What is the Reason for Using Organic Food?
a) Health Consciousness b) Doctors Advice
c) For Taste d) Others
18. What is your opinion about the price of organic food product?
a) Reasonable b) High
c) Very High d) Low
19. What is your satisfaction level with respect to the following service provided?
Highly
Particulars Satisfied Satisfied Neutral Dissatisfied
Rice
Energy
drinks
Honey
Pickles
80

20. The following statements describe your attitudes towards organic food.
S.No Particulars SA A N DA SDA
1 I prefer buying organics.
Organic products are safer and more

2 reliable.
3 Organic products are of better quality.
4 Organic products are healthier.
5 Organic products taste better.
6 Organic products are of higher nutrition

value
7 Organic products are very expensive.
21. How do feel about organic food?
a) Better b) Normal c) Good d) Very Good
22. Are you satisfied with you for using organic food?
a) Satisfied b) Highly Satisfied
c) Neutral d) Dissatisfied
81

23. How often do you purchase Organic Grocery (Pulses, Tea, Honey, Spices,
and Sugar etc.)?
a) 2 - 3 times a week b) 2 Once a week
b) 3 Once a month d) Occasionally
24. Will you recommended to others
a) Yes b) No
25. If any suggestion:-

________________________________________________________
__________________________________________________________________
_ ________
82

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ANALYSIS ON CUSTOMER SATISFACTION TOWARDS ORGANIC FOOD PRODUCTS |2024

As far as possible, organic farmers rely on crop rotation, green manure,

Sri Krishna Arts and Science College, Department of Commerce PA & CS

In fact, growing organic food is a way of controlling what’s consumed on a

Sri Krishna Arts and Science College, Department of Commerce PA & CS

Organic Food and Farming

Organic production is an overall system of farm management and food

Sri Krishna Arts and Science College, Department of Commerce PA & CS

1.2 SCOPE OF THE STUDY

The pesticides mixed food product are caused to cancer, reproductive

1.3 OBJECTIVES OF THE STUDY

 To find the awareness of consumer about the organization

 To identify the factors influencing consumer to buy organic products.

 To offer suggestions based on the findings of the study.

 This research explores the effectiveness of consumers buying behaviour

1.4 LIMITATION OF THE STUDY

 The study was limited only to the Pollachi taluk.

 Personal bias influenced by the response.

Sri Krishna Arts and Science College, Department of Commerce PA & CS

1.5 RESEARCH METHODOLOGY

Research is a systematized effort to gain new knowledge. It passes on to the

Research design is the arrangement of conditions for collection and analysis

Need of the Study

Sri Krishna Arts and Science College, Department of Commerce PA & CS

Sri Krishna Arts and Science College, Department of Commerce PA & CS

Statistical tools used

1. Simple percentage analysis:

Simple percentage = ------------------------------------------------- X 100

2. Weighted Average Method

of features in a brand is carried out for only the Rank question.

The rating average is calculated as follows, where:

w = weight of answer choice x =

x1w1 + x2w2 + x3w3 ... xnwn

Chi-squared distribution showing χ2on the x-axis and P-value on they-

A chi-squared test, also written asχ2test, is any statistical hypothesis

Where in the sampling distribution of the test statistic is a chi-squared

Sri Krishna Arts and Science College, Department of Commerce PA & CS

Chi-squared tests are often constructed from a sum of squared errors, or

Also considered a chi-squared test is a test in which this is

FORMULA FOR CHI-SQUARE:

1.6 CHAPTER SCHEMES

The entire study is divided into five chapters

• CHAPTER II -The second chapter describes the Research Methodology.

• CHAPTER III -The third chapter deals with Company Profile

• CHAPTER IV -The fourth chapter deals with analysis and interpretation of

• CHAPTER V -The last chapter deals with Findings, suggestions and

Sri Krishna Arts and Science College, Department of Commerce PA & CS

Bo Chen and SayedSaghaian (2017), study examines the consumer

Tatiana Abusuniva (2016), study focuses on increasing consumer

Atulkar and Kesari (2016), found that a study of consumer shopping

Joanna Henryks, Ray Cooksey & Vic Wright (2014), emphasized on

Sri Krishna Arts and Science College, Department of Commerce PA & CS

Weng Marc Lim, Juliette Li Shuang Yong & KherinaSuryadi (2014),

Ravi Nandi.et.al., (2014), paper examines to gain knowledge about

Sonia Attanasio. et.al., (2013), their paper examines the consumer’s

Sri Krishna Arts and Science College, Department of Commerce PA & CS

Nabsiah Abdul Wahid and Rahbar, (2011), supported empirically the

significant predictor of environmentally friendly behaviour for preferring organic food.

Jan P. Voon. et.al., (2011), study investigated the determinants of incentive

Shaharudin (2010) discovered that consumers placed relatively high level

JorisAertsens.et.al., (2009), paper aims to provide an overview, within a

Sri Krishna Arts and Science College, Department of Commerce PA & CS

Nik Abdul Rashid (2009), reveals that eco-labels were attractive

Kuhar and Juvancic(2008), found that purchases of organic food was