24-08-2022-1661330777-8-Ijhss-Ijhss-17-08-22-A Study On Consumer's Behavior
24-08-2022-1661330777-8-Ijhss-Ijhss-17-08-22-A Study On Consumer's Behavior
24-08-2022-1661330777-8-Ijhss-Ijhss-17-08-22-A Study On Consumer's Behavior
ABSTRACT
This article titled on the consumer behaviour towards Organic Food Products in Salem District will try to focus and
determine the consumer behaviour, level of satisfaction, and post-purchase behaviour towards organic food products of
the selected areas. This paper is based on the primary data of 100 respondents living in the Salem district. The consumers
were approached randomly and used a structure questionnaire. The questionnaire was framed to record the responses on
the behaviour, Level of Satisfaction, Post-Buying behaviour of a consumer towards organic food and effectiveness of
sources for organic information. It was suggested by the researcher that a sustained improvement in the post purchases
behaviour. The organic food products are ahead in information more preference and acceptance over non-organic food
products. Non- organic food products have unsafe effects due to high use of chemicals in farming, so the consumer taste
and preference have been shifted towards organic food products.
Article History
Received: 08 Aug 2022 | Revised: 16 Aug 2022 | Accepted: 24 Aug 2022
INTRODUCTION
The study has exposed that consumers’ behaviour plays a primary role in organic food products. It was also identify that
the organic food consumers had a high impact on psychological factors such as behaviour satisfaction level and post-
buying behaviour towards organic food products. In recent years using up pattern of the buyer will be substitute
particularly in food using up become all end user to consume organic food because of his/her behaviour is to consume the
organic food is high-quality for healthiness and it is growing with the use of organic manual and use usual resources so
user attitude will be the change to organic food products, and more safety, better value, good taste more nutritious user
awareness in organic food that is free from chemical residues and bug juice, consumer behaviour included a befuddled
mental process and also physical improvement (buy choice).
www.iaset.us [email protected]
110 K. Prabha & Dr. T. A. Tamilselvi
RESEARCH QUESTION
The research question is examining the consumer behaviour towards organic food products in Salem District. In this
research study it is high focus on the consumer behaviour towards organic food products, level of consumer satisfaction,
and post purchase consumer behaviour towards organic food products.
METHODOLOGY
This study is in view of primary data. The primary data had gathered from chosen customers on Simple Random Sampling
strategies.
SAMPLE DESIGN
In order to identify with the exact factors in organic food products and the customer behaviour of natural food items in
Salem district the following sample size will be utilized to collected primary data.
Table 1: to be contd.,
Eco-friendly 27 27
Saving resources for
23 23
future
High quality 30 30
7 Reasons for buying organic food
Fresher than
15 15
conventional food
Others (please
5 5
specify)
Total 100 100
It is seen from Table 1 that female (68%) comprised greater part of the respondents in the sample data when
contrasted with male (32%). A great portion of the respondents belonged to the age group of 35–45 of age (50%). Majority
of the respondents was professional (28%) and majority of the respondents are Salaried individual (28%). (62%)
respondents are married remaining 38% Single. And (51%) non-Vegetarian and remaining (49%) vegetarian. Reason for
buying organic food (30%) high quality, (27%) respondents could be considered Eco friendly (23%) of the respondents
saving resources for future and (15%) Fresher than conventional food and remaining (5%) Others (please specify).
The above Table 2 show the (25%) of respondents are usually purchase of cereals and 23%) Vegetables and
(22%) of people are using organic fruits and another (15%) of people are herbs and spices and (10%) using the organic oil
balance 5 percent of respondents are use milk.
The above Table 3 show that the 55% of the respondents were recommended the natural food products items
prices are very because of inputs and acquisition costs are more than non-organic food products 35% of respondents were
communicated as moderate and remaining 10% opined that is low compare to conventional products in the particular area.
www.iaset.us [email protected]
112 K. Prabha & Dr. T. A. Tamilselvi
The above Table 4 show that 51% of respondents were fixed the natural food products items as very highly
satisfied after compare of non-organic food products regarding all the facts, 32% of respondents were satisfied and 12% of
respondent were agreed neutral and remaining 5 % of respondents were organic food products was dissatisfaction.
Above Table 5 shows that the 45% of the respondents were could be purchased the organic food as it is chemical
free. 25% of the respondent taste and healthy and 15% of respondents are prefer the quality of organic food products and
10% of respondents trust the organic food products, and remaining 5% of respondent were prefer the Doctor prescription.
FINDINGS
• In this study female (68%) comprised greater part of the respondents in the sample data when contrasted with
male.
• The more number of respondents are aged 35–45 accented for 50%.
• In Salem city out of 100 customers each one chosen organic food products.
• The reason for buying 30% respondents of high quality of organic food products
• The 55% of the respondents were recommended the natural food products items prices are very high for organic
food products.
• The overall satisfaction level of organic products by the consumers as highly satisfied 51% satisfied 32% and 12%
neutral remaining 5 % dissatisfied.
SUGGESTIONS
• Situating Organic food items by affecting customer values about the advantages they receive from consuming.
CONCLUSION
Buyer performance plays an important significant part in the organic food items sector, the respondent without a doubt the
respondent without question.
Cereals followed by vegetables and fruits are the most chosen and highly required produce at present. The cost of
organic food products, especially the leafy ones, is high than other non-organic food products items. But, excellence
characteristics concern consumers’ first choice for organic products goods; with the majority significant including
chemical free, healthy, tasty and healthy, quality, and trust-worthy and doctor-prescribed. Consumers’ readiness to
purchase is prejudiced by the high price of the products and very limited access and information.
REFERENCE
1. “Shopper, Buyer and consumer behaviour theory, marketing applications and public policy implications”, Jay D.
Lintquist, M. Joseph Sirgy (2006), Himal Impressions, 168, Raja garden, New Delhi-110015, 2006, PP:286–292
Karnataka state policy on organic farming.
2. Organic food industry and consumer Behaviors in market P.S Dharpal, and A.S Bonde.
3. Changing Scenario of organic farming in India: An Overview, Chandrashekar H.M. (2005) , International NGO
Journal, Vol.5, issue --- Pp 31–37
4. Analysing consumer behaviour towards organic food with special reference cities Mumbai & thane- International
journal of application, Lina Thatte et al. (2016).
5. A study on the consumers buying behaviour towards organic food products in Thanjavur; J Padamathy and R.
Sarasawathy (2016) intercontinental journal of marketing research review issn:2321-0346 - online issn:2347-
1670 - print -impact factor :1.590 volume 4, issue 2, February 2016 .
6. A study on consumer purchase behaviour towards organic products, Dr R Parameshwaran and S Ramakrishnan
(2013) International journal of science and research (IJSR) ISSN (online) Index Copernicus vale (2013):6.14 /
Impact factor (2013):4.438.
7. Vanathi, S., and Sd Sivakumar. "A Study on Rural and Urban Consumer Buying Behaviour towards Food
Products of Farmer Producer Organizations." International Journal of Agricultural Science And Research
(IJASR) Issn (P): 2250-0057; Issn (E): 2321-0087 Vol. 9, Issue 4, Aug 2019, 53–60
8. Goyal, Aparna, and Sanjeev Bansal. "The Dynamism of Eco-Organic Food Products & Consumer Intentions for
Purchasing." International Journal of Business Management & Research (IJBMR) 8 1 (2018): 45–62.
www.iaset.us [email protected]
www.iaset.us [email protected]