Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

A STUDY ON PROBLEMS AND STATISFICATION OF ORGANIC FOOD PRODUCTS

IN SPECIAL REFERENCE TO TENKASI

Guide Name
DR.A.THANGARAJA
Asst. prof Department of Commerce
Kamaraj College,Toothukudi-628 003
Affiliated to ManonmaniamSundaranar University, Tirunelveli, Tamilnadu
E-MAIL- [email protected]
Mr.MANI VANNAN T
Register No: 19221041011002
Researh scholar, Kamaraj College,Toothukudi-628 003,
Affiliated to ManonmaniamSundaranar University, Tirunelveli, Tamilnadu
Email- [email protected]

ABSTRACT

With rising concern of health issues and food safety, many consumers have turned their
site attention towards organic products. The increased consumers’ interest in organic food has
been attributed among others to the growing demand for food free from pesticides and chemical
residues.

Organic food promotes a balance among the humans, other living organisms and the
nature. It also does not promote any artificial preservatives and they maintain the originality of
food. This prevents excess use of harmful ingredients and thereby ensures health. This study is
attempted to gain knowledge about consumer perception towards organic products consumption
and to see whether there is any potential which might change their behaviour. The rationale for
carrying out this study is that consideration for the environment could come only from well
informed citizens who are aware of, and fully committed to their rights to a quality health and
environment. Nevertheless, before any behaviour can be changed, it is necessary to evaluate the
current state of consumers’ awareness and knowledge. Therefore consumer perception towards
organic products, willingness to pay for organic products and intention to purchase organic
products will be the main agenda of this study.

KEY WORDS: Organic foods, Consumer, Nature, Problems and prospects ,Quality

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

Introduction

Today’s Indian consumers are living in a dynamic world. They are continuously coming
across new things in the world of food. They are becoming more and more conscious about their
health; the Indian market in offering increasing potential for health friendly food segments such
as that of organic food but the market for organic food is extremely nascent stage in India at
present.

Organic products serves as a promising alternative for the population concerned about the
consequences of high amounts of chemical infusions in food items – both in terms of self -
consumption as well as the ill impact on the environment. The affinity of an individual towards
consumption of organic food items is highly dependent on the knowledge levels, expending
capacity and accessibility available to the individual.

'Organic food' is food which is grown without use of chemical from planting seed to
harvesting. Recent trend has inclined towards organic food. Nature is potential enough to grow
life in it, from many years mankind is changing definition of ecosystem. Due to human
interference today new species is developed by unnatural selection.

Over the past decade consumption patterns of consumer will be change especially in food
consumption because all consumer to eat organic food because of the he/she perception is to eat
the organic food is good for health and it’s grows with use of organic manual and use natural
resource, so consumer behaviour will be shift to organic food item, and quality and safety in food
attract consumer interest in organic food that is free from pesticides and chemical residues.

Vegetable and fruit market depends supply from nearby villages in general at this circumstances
it is better to study the consumer perception towards organic product is considered as worth and
this area is not touched by any researchers so far is an added advantage. The present empirical
study is an attempt to examine the consumer perception towards organic products

Statement of the Problem

The potential buyers using products which are harmful to the consumers have got
awareness on organic products and have started buying and utilizing for their regular

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

consumption. The researcher shows interest on the optimistic impact of organic food on the
society and thus this particular study has been carried out. Hence, the present study is conducted
to know the awareness on organic products and factors that influence the consumers to buy
organic products.

Objectives of the Study

The study has the following objectives.

(i) To study the socio economic background of consumers of organic products

(ii) To study the level of satisfaction of consumer towards organic products.
(iii) To study problems and prospects for organic products.
Methodology

The research was undertaken on the basis of data collected from both primary and
secondary sources. The primary data has been collected directly from the consumer of organic
products. Primary data has been collected through questionnaire by adopting stratified random
sampling method.

Secondary data has been collected from published books, Journals and online journals &
databases like Inflibnet and Delnet. The analysis was carried out by using statistical tools like
ANOVA, T test, Chi- square test, and percentage analysis to evaluate the objectives of the study.
The results were presented in the form of tables and charts.

Sampling

A sample of 50 respondents was selected for the study by using stratified random
sampling method. The sample respondents for the study was stratified into 10 respondents each
from five organic products store namely Annai organic products store, Annam organic products
store and Guru Kiruba.

Organic products store, thalavalai organic products store and sathguru nature organic
shop. Questionnaires were used to collect data from the respondents. Structured questionnaire
were framed from various researches to suit this specific study. Self- administered questionnaires
were distributed to the respondents for the study.

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

REVIEW OF LITERATURE
T. Mohanasoundari and A. Kalaivani (2016)1 in their study titled, “A Study on
Consumers Preference towards Organic Products- in Tirupur District”, Organic is the one of the
fastest growing agricultural markets due to consumer’s increased concern about their own health,
the environment, and the reported crises and emergencies worldwide on food safety and
environmental issues in recent decades. It has now became an alternative for an increasing
number of consumers that are worried about the presence of chemicals residues and the negatives
consequences on the environmental caused by chemical intensive production methods. To
explore the potential market for customers, it is important to know how consumers relate issues
of food quality and food system. The aim of this project is to educate in depth the behavioral
process of customers with respect to organic food.
Sathyendra Kumar AD and H. M. Chandrashekar (2015)2 in their study titled, “A
Study on Consumers Behavior towards Organic Food Products in Mysore City”, Availability of
organic input and output is critical for improve of organic forming in the country. Development
of efficient marketing system is the need of the hour for strengthening the organic production in
India. This paper made a humble attempt to understanding the consumer perception about
organic product and marketing in Mysore city. The results concluded that most of the consumer
especially in urban people prefer organic food product. Marketing of organic product is so poor
in study area so the demand for organic product is increases but supply is very low. The major
reasons are organic producer are low, adequate market facility is not there, few number of shops,
lack of awareness, and so on. Therefore if farmer as well as government give interest to organic
farming easily enhancing good marketing system in Karnataka.

Level of awareness towards organic productsVs Size of the family of Consumers

In order to test whether there is any relationship between size of the family of the
consumers and their level of awareness towards organic products, the following hypothesis is
formulated.

1
T. Mohanasoundari and A. Kalaivani, “A Study on Consumers Preference Towards Organic Products- in Tirupur
District”, JSR - International Journal of Scientific Research, Vol.5, No.3, 2016, pp.628-630.
2
Sathyendra Kumar AD et.al., “A Study on Consumers Behavior towards Organic Food Products in Mysore City”,
International Journal of Management Research & Review, Vol.5, Issue.11, 2015, pp.1082-1091.

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

Ho : There is no significant relationship between the level of awareness towards organic products
and the size of the family of the consumers.
The results of the Chi-square test are applied on the level of awareness towards organic
products and the size of the family of the consumers are presented
Level of awareness towards organic products Vs Size of the family of consumers
Sl.No Particulars Chi-square p Value Inference
Value
1. Organic farming is good for 56.781 0.000 Significant
the environment
2. Economical 17.916 0.001 Significant
3. Advertising 14.614 0.006 Significant
4. Offer and discounts 22.817 0.000 Significant
5. Suppliers 10.480 0.033 Significant
6. Queries and complaints 17.236 0.002 Significant
7. Differencing and identifying 5.006 0.287 Not Significant
organic products
Source: Computed Data
The above table shows the following results.
Since the ‘p’ value is less than 0.05 in case of the size of the family of the consumers and
the level of awareness towards organic products “Organic farming is good for the environment,
advertising, economical, offer and discounts, suppliers and queries and complaints”, the null
hypothesis is rejected and it is concluded that there is a significant relationship between size of
the family of the consumers and level of awareness towards organic products “Organic farming
is good for the environment, advertising, economical, offer and discounts, suppliers and queries
and complaints”.
Level of satisfaction towards organic products among different monthly income of
consumers
Consumers of different monthly income have different level of satisfaction towards
organic products. In order to find out the significant difference in level of satisfaction towards
organic products among different monthly income of consumers in Palayamkottai, ‘ANOVA’
test is attempted with the null hypothesis as, “There is no significant difference in level of

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

satisfaction towards organic products among different monthly income of consumers in

Palayamkottai”. The result of ANOVA is presented.

Level of satisfaction towards organic products among different monthly income of

consumers
Particulars Monthly Income (Mean Score) F Statistics
Below Rs.15001- Rs.20001- Above
Rs.15000 20000 30000 Rs.30000
Quality 5.0000 5.0000 4.9306 4.7778 4.187*
Quantity 4.0000 4.0000 3.9028 3.7556 4.023*
Price 3.0000 3.2667 3.3889 3.5111 0.658
Availability of 4.0000 2.6667 3.2639 3.4222 4.273*
products
Taste 4.8000 4.8333 4.5000 4.4222 5.769*
Health fitness 4.9000 4.4333 4.4722 4.4000 1.432
Source: Computed data

*-Significant at five per cent level

the mean score of satisfaction towards organic products among different monthly income
of consumers along with its respective ‘F’ statistics. The important satisfaction towards organic
products among the consumers who are earning monthly income of below Rs.15000 are quality
and health fitness and their respective mean scores are 5.0000 and 4.9000 among the consumers
who are earning monthly income between Rs.15001-20000, quality and taste and their respective
mean scores are 5.0000 and 4.8333. The important satisfaction towards organic products among
the consumers who belong to the monthly income between Rs.20001-30000 are quality and taste
and their respective mean scores are 4.9306 and 4.5000, among the consumers who belong to the
monthly income of above Rs.30000, quality and taste and their respective mean scores are
4.7778 and 4.4222. Regarding the level of satisfaction towards organic products, the significant
difference among the different monthly income of consumers, is identified in the case of quality,
quantity, availability of products and taste, since the respective ‘F’ statistics are significant at 5
per cent level, the null hypothesis is rejected.

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

Ranking of major problems faced in buying organic products

Sl. No Major problems faced in buying Total Score Average Rank
organic products
1. Only consumers with higher 6194 41.29 V
income can buy organic food
2. Organic food is too expensive 9432 62.88 I
3. There is no consumption awareness 7253 48.35 IV
about organic products
4. Organic food is only available in 7781 51.87 III
limited stores/ markets
5. Buying organic food is highly 8919 59.46 II
inconvenient
6. Organic food does not possess 5165 34.43 VI
much of difference with non
organic foods
Source: Computed Data

It is observed that ‘Organic food is too expensive’ has been ranked as the first major

problem faced in buying organic products, ‘buying organic food is highly inconvenient’ has been

ranked as second, organic food is only ‘available in limited stores/markets’ has been placed in

third position, there is ‘no consumption awareness about organic products’ is ranked as fourth

followed by only consumers with higher income can buy organic food has been ranked as fifth

position and organic food does not possess much of difference with non organic foods ranked as

last position.

Ranking of future prospects of organic products

Sl. No Future prospects of organic Total Score Average Rank

products

1. Improve the marketing channels 7791 51.94 V

for organic products

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

2. Ensure regular supply of organic 7831 52.20 IV

products
3. Ensure food safety 8659 57.72 I
4. Educate people about the benefits 7688 51.25 VI
of organic products
5. Improve health of consumers 8034 53.56 III
6. Ensure good quality 8388 55.92 II
7. Good opportunities to ensure food 6940 46.26 VII
security and nutrition
8. Ensure food availability 6039 40.26 VIII
9. Ensure the sustainable marketing 5676 37.84 IX
of organic food products
Source: Primary Data

It is observed from the that ‘Ensure food safety’ has been ranked as the first future
prospects of organic products,’ ensure good quality’ as second, improve health of consumers
placed in third position, ‘ensure regular supply’ of organic products as fourth followed by
‘improve the marketing channels’ for organic products as fifth position, ‘educate people about
the benefits’ of organic products as sixth position, ‘good opportunities to ensure food security
and nutrition’ as seventh position, ‘ensure food availability’ as eighth position and ensure the
sustainable marketing of organic food products as last position

Findings of ranking of major problems faced in buying organic products

➢ It is found that the idea “Organic food is too expensive” has been ranked as the first major
problem faced in buying organic products; ‘buying organic food is highly inconvenient’ has
been ranked as second; and ‘organic food is only available in limited stores/markets’ placed
in third position and ‘organic food does not possess much of difference with non
organicfoods’is ranked as the last position.
Findings of Level of Satisfaction towards Organic Products

➢ The important satisfaction towards organic products among the male consumers are quality
and taste and their respective mean scores are 4.8947 and 4.6316 and among the female
consumers, quality and taste and their respective mean scores are 4.9032 and 4.5054.

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

➢ The important satisfaction towards organic products among the consumers are in the age
group of below 25 years are quality and taste and their respective mean scores are 4.5000 and
4.2500 and consumers in the age group of above 55 years are quality and taste and their
respective mean scores are 4.7500 and 4.5455.
➢ The important satisfaction towards organic products among the married consumers are
quality and taste and their respective mean scores are 4.8828 and 4.4922 and among the
unmarried consumers, taste and quality and their respective mean scores are 4.9091 and
4.7500.
➢ Suggestions
➢ Price and availability are perceived to be the major barriers to the consumption of organic
products. At present, the organic products are available at a premium price. Efforts
should be made to bring down the cost of organic products so that its price may be able to
come within the reach of common man.
➢ At the same time, measures for the improvement in the accessibility of organic
products in the market should be taken and more varieties of organic products need to be
introduced in the market.
➢ There is a need to create more trust in the production and certification process of
agriculture products. Thus, informative packaging, giving appropriate information about
organic product and its contents and nutritional value, and proper labelling should be
there to make people aware about organic products, which, in turn, will increase the
demand.
➢ Presently, the sale of organic products is dominated by supermarkets/shopping
malls. The supermarkets should display the organic products more offensively and there
should be separate counters for organic products. There is also a requirement to promote
exclusive organic shops and availability of organic products at general departmental
stores to augment the sales.
➢ Conclusion
➢ It is concluded that the important perception towards organic products among the
married consumers are organic products are more expensive than conventional products
and organic products are not easily found in grocery stores or in the hyper stores /markets
and among the unmarried consumers, price of organic products is a barrier to buy and I

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

usually read the ingredients on the labels before purchasing. The important factors that
influence to buy organic products among the male consumers are health advantage and
environmental concern. The important factors that influence to buy organic products
among the female consumers are incremental standard of living of farmer community and
health advantage. Organic food is too expensive is the major problem faced by the
consumer in buying organic products and buying organic food is highly inconvenient is
the next major problem faced by the consumer in buying organic products.
➢ Buying of organic products is increasing because of environmental and health
issues associated with food production. The increase in consumers’ interest in organic
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 consumer perception towards organic products. The main motives to
purchase organic 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.

➢ BIBLIOGRAPHY
➢ BOOKS
➢ Gupta, S.P., Statistical Methods, New Delhi, Sultan Chand and Sons, 2007.
➢ Krishnaswami, O.R., Ranganatham. M, Methodology of Research in Social Sciences,
Mumbai, Himalaya Publishing House, 2005.

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171

Journal of Xi’an Shiyou University, Natural Science Edition ISSN:1673-064X

➢ Mallery Paul, SPSS for Windows, Dorling Kindersley Private Ltd., 2009.
➢ Mishra, M.N., Modern Marketing Research, Mumbai, Himalaya Publishing House,
2003.
➢ JOURNALS
➢ Ajzen, I. 1991. Theory of planned behavior Organizational Behavior and Human
Decision Processes, 50.
➢ Aryal, Kamal P, P. Chaudhary, S. Pandit, and G. Sharma. 2009. Consumers'
Willingness to Pay for Organic Products: A Case from Kathmandu Valley,
The Journal of Agriculture and Environment, 10:12-22.
➢ Barbara Freytag-Leyer and Yudista Wijaya “Consumers Intention And Perception of
Buying Organic Food Products in Jakarta, Indonesia”, Proceedings of the 2015
International Conference “Economic Science For Rural Development”, No.40,
Jelgava, LLU ESAF, 23-24 April 2015.
➢ Briz, T, and R.W. Ward. 2009. Consumer awareness of organic products in Spain: An
application of multinominal logit models, Food Policy, 34.
➢ Chandrashekar, H.M., “Consumers Perception towards Organic Products - A Study in
Mysore City”, International Journal of Research in Business Studies and
Management, Vol.1, Issue.1, November 2014.
➢ Cienc. Tecnol. Aliment., “The Brazilian consumer’s understanding and perceptions of
organic vegetables: a Focus Group approach”, Campinas, 28(1), Jan.-Mar. 2008.

http://xisdxjxsu.asia VOLUME 17 ISSUE 12 161-171