ORGANIC FOOD

WHAT IS ORGANIC FOOD?
•Organic food products are those that are cultivated by methods that do not involve the use of artificial inputs like chemicals to either enrich the soil, fight pests or increase productivity. •Products come from animals that are given no antibiotics or growth hormones. •produced without using most conventional pesticides; fertilizers.

INDUSRTY OVERVIEW
•Organic food industry is an opportunity in India. •Organic food industry is growing at 30% annually. •India has 4% market share of organic foods. •The global organic food market grew by 9.7% in 2009 to reach a value of $60 billion. •In 2014, the global organic food market is forecast to have a value of $96.5 billion, an increase of 60.7% since 2009.

.CONT. •Exports of organic food products are expected to grow further in the near future .5% of the global organic food market's overall revenues. •Government of India is leading from the front to ensure multi-fold growth in organic market. •The fruit and vegetables segment generated 31. .

•Study of consumer preferences towards Organic food.RESEARCH OBJECTIVE •MARKET RESEARCH FOR ORGANIC FOOD TO UNDERSTAND ACCEPTANCE LEVEL AND PROSPECT FOR ORGANIC FOOD. . SCOPE OF STUDY •To study the consumer buying behavior for organic food in Thane (w).

Primary & Secondary data •RESEARCH APPROACH.RESEARCH METHODOLOGY Study the consumer behavior for the organic foods and their feedbacks through the market survey•DATA SOURCE.Descriptive method •RESEARCH INSTRUMENT.Survey Approach •RESEARCH METHODOLOGY.Questionnaire .

Random Sampling Method •SAMPLE SIZE.SAMPING •POPULATION DEFINITION.Mostly House-wives & Working Ladies. .40 •INSTRUMENT :-Questionnaire. •SAMPLING METHOD.

FINDINGS & ANAYLISIS .

1. Have you ever heard of Organic Food? 13% Yes No 3. How did you first heard about Organic Food? 87% Internet 3% Friends 17% News Paper 29% Doctor 11% Television 40% .

2.What do you perceive/think about organic food? Costly 17 % More Nutritious 17% Pesticides/ Chemical free 60% No Adulteration 6% .

Have you ever purchased Organic Food? Yes No 31% 69% .4.

Primary reasons you do not purchase organic foods? .5.

Least Important 17% 83% .Most Important 2 3 4 5.5 (a) High Price High Price 1.Q.

Q.5 (b) Taste Taste is not good 1.Least Important 8% 25% 42% 25% .Most Important 2 3 4 5.

Least Important 8% 42% 50% .5 (c) Low availability Low availability 1.Q.Most Important 2 3 4 5.

Q.5 (d) Low trust Low trust 1.Most Important 2 3 4 5.Least Important 25% 50% 8% 17% .

Q.Most Important 2 3 4 5.Least Important 8% 8% 50% 34% .5 (e) Poor appearance Poor appearance 1.

What are the most important motivations that will persuade you to buy organic foods? .6.

6(a) Benefits Benefits 1.Most Important 2 3 4 5.Least Important 18% 82% .Q.

Q.Least Important 45% 55% .Most Important 2 3 4 5.6(b) Packaging Packaging 1.

6(c) Price Price 1.Least Important 18% 55% 27% .Q.Most Important 2 3 4 5.

Most Important 2 3 4 5.6(d) Taste /Quality Taste /Quality 1.Least Important 9% 36% 55% .Q.

Q.Least Important 27% 73% .6(e) Concern about health Concern about health 1.Most Important 2 3 4 5.

from where you purchase organic food? Internet 9% Hypermarket 27% Super market 64% .

Type organic food do you purchase? Flour’s 19% Pulses 7% Vegetable 44% Fruits 30% .

Purchase Organic Food on 40% Premium Price Yes 40% No 60% .

Age 7% 28% 15-25 25-60 Above 60 65% .

Gender Male Female 30% 70% .

occupation 5% 19% Self Employed Professional 52% Retired Homemaker 24% .

Drivers & Challenges for Organic food .

e. Thane (w). •Restricted to one area i. .LIMITATIONS •The sample size for the analysis was restricted to 40 due to time factor constraint involved. •Sometimes people may not provide us with the correct information. • Poor Support from customers.

• Prospect for organic food is only the high income level group and people who are concerned about their health.CONCLUSION •The acceptance level for organic food in Thane (w) is very low that is only of 29%. .

THANK YOU .