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Consumers Attitude and

Understanding of Organic
Food :
A Case of Bangalore City
Shashikiran.L
B.Com, MBA, NET, (Ph.D)
 
  

Assistant Professor
CIMS B SCHOOL,
Bangalore
Research Scholar
Pondicherry University

Shilpa V
BA, MBA, NET
  

Lecturer
C B Bhandari Jain
College,
Bangalore

• There are only a few studies related to organic food in India. trust. . with increasing numbers of consumers concerned about their health. interest in organic food has increased. • This study aimed to understand Indian consumers’ perception and attitude toward organic food and to determine factors affecting choice of organic food. and most organic food research has been in the fields of nutrition and quality of organic food. • The results indicated that consumers’ positive and negative attitudes. and past experience contribute to their organic food choice.Snapshot • In Bangalore.

5 billion by 2015 with a CAGR of 12.8%.000 crore • The global market is expected to grow from $57. Chennai. Kolkata. tea. National Horticulture Mission (NHM) and Rashtriya Krishi Vikas Yojana (RKVY).2 billion in 2010 to $104. Bengaluru and other tier II cities.88 million tonne of certified organic products that includes basmati.Why Research On Organic Food • India's organic foods market growing at over 20% • The market for organic food valued at Rs 1. Mumbai. Pune. • Government is promoting organic farming under National Project on Organic Farming (NPOF). coffee. . • 95% of the brands existing in top 10 metros like Delhi (NCR). spices and oilseeds. • The country produced around 3. pulses.

Objectives The study aims at finding qualitative aspects as listed below. . 1. Consumers’ perception of organic food 2. Consumers’ positive attitudes about organic food 3. Consumers’ confidence in organic food 5. Consumers’ negative attitudes about organic food 4. Consumers’ past experience of purchasing organic food.

Perception s “harmless” or “healthy” and environme ntally . • value of organic food. • production method of organic food.Findings & Analysis Consumers’ perception of organic food Parameter s • content of organic food.

Consumers’ positive attitudes about organic food • Respondents believed that organic food helped to improve their health • They can eat it without any fear. because organic food is safe to the human body The results indicated that perceptions of “degree of knowledge” were important elements in determining levels of Purchasing intention. .

Consumers’ Negative Attitudes toward Organic Food Parameter s • • • • Price Perishable Availability value of organic food. Perception s Higher prices & Not available at all times & everywhere .

Consumers’ Confidence in Organic Food Parameter s • Awareness • Presence in mass media • References • Expert Opinion Perception s • Highly Confident • Brand preference • Perceive High quality .

Consumers’ Past Experience Parameter s • Post purchase behaviour Perception s • Satisfied • Felt better • Felt Healthy • Effect on health .

• They believed that organic food helped to improve their health. • Consumers trusted organic food because they had experienced direct or indirect health benefits from organic food. • The high price of organic food was the most negative factor influencing organic food choice .Conclusions • South Indian consumers understood that organic food is an agricultural product that is not sprayed with agrichemicals or chemical fertilizers. • Felt that they could eat organic food with confidence.

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Thank You Wish you Organic growth in all aspects .