Customer preference of

organic product inside

the Kathmandu valley
Prepared by:
KC
Table of content

 Introduction
 Research question
 Objective of the study
 Significance of the study
 Statement of the Problem
 Limitations of the study
 Conceptual Framework
 Hypothesis
 Methodology
 Data presentation and Analysis
 Discussions
 Conclusion
Introduction

 Thepopularity of organic foods has been growing

globally
 People are getting conscious
 Thegeneral perception of consumption of organic
food is healthy lifestyle
 Businessesare coming up with various organic
products such as coffee
Research Questions

1. What are the reasons for not buying organic products?

2. What is the relationship between social influence and
preference of organic products?
3. What is the relationship between product awareness and
preference of organic products?
4. What is the impact of social influence on the preference
of organic products?
5. What is the impact of product awareness on the
preference of organic products?
Objective of the Study

 Tofind the reasons for not buying organic

products
 To examine the relationship between social
influence, product awareness and preference of
organic products 
 Toanalyze the impact of social influence and
product awareness on the preference of organic
products 
Significance of Study

 Thisstudy will be a useful reference for the

researchers who will undertake similar studies. 
 Thisstudy will help firms who are entering into
organic sector to establish relationship with
customer
Statement of problem

 Limited information
 Lack of Time
 Less number of Respondents
Limitations

i) The findings may not be generalizable for different parts

of the nation due to unavailability of data.
ii) Only two independent variables i.e. Social influence
and product awareness has been considered in this entire
study.
iii) Unpredictable patterns has not been generalized in this
research study.
iv) The survey has been conducted for only 60 respondents
Conceptual Framework
Hypothesis

 Ho1: There is no significant relationship between social

influence and preference of organic product 
 Ho2: There is no significant relationship between
product awareness and preference of organic product 
 Ho3: There is no impact of social influence on
preference of organic product 
 Ho4: There is no impact of product awareness on
preference of organic product 
Methodology

 Research Design
 Quantitative Research Design
 Population and Sample of Study
 Sample size 60
 Nature and Source of Data
 Primary source of data.
 Statistical Tools
Data presentation, Tables and Analysis

 Descriptive Analysis 
 Regression Analysis 
 Correlation Analysis
Descriptive Analysis

Statistics/Variables PA SI Prefer Buying

Mean 2.1333 1.6500 3.500

Median 2.00 1.00 2.00

Std. Deviation 1.48970 2.71109 7.48897

       
Regression Analysis
 Correlation Table

Co-Relation Analysis
Discussions
Age
 2) If you buy organic products, which of the following products do you buy?
Select all that is applicable
3) For how long have you been using organic products?
4) Please mark the appropriate option
 5) Which of the following you usually get inspired or influenced from to catch-
up with life trends
Bar Chart
Conclusion

1. Major problem of organic consumer are irregular availability of

organic products and lack of information
2. Product awareness has insignificant impact on customer
preference of organic product
3. Educational background and advertisement are one of the
important variables which influence the consumption of the
organic products
4. Consumers are willing to pay premium price as they believe
higher price equals greater quality
5. Social influence and product awareness have significant
relationship with preference of organic product