Amity Business School

Amity Business School

NTCC (IRS) Viva

Student Name: Aadil Kakar
Enrollment No: A0101919209
Programme Name: MBA (G)
Class of 2021
1
 Amity Business School

CONSUMER PERCEPTION
TOWARDS ORGANIC FOOD
PRODUCTS IN INDIA
 Amity Business School

REASON FOR SELECTING

THIS TOPIC
 The organic food market has seen a considerable growth on a worldwide
basis over recent years.

 Organic food products are growing under a different type of agriculture

without any use of pesticides & fertilizers with socially and
environmentally responsible approach.

 Over the last few years, the organic product market in India has been
witnessing an annual growth somewhere between 20 to 22%.

 There is a widespread use of Organic food products nowadays in Indian

households.

 The topic is picked in order to grab more knowledge about Organic food
market in India & consumer perception towards it.
 Amity Business School

OBJECTIVES OF THE STUDY

 To study & understand the consumer perception towards Organic food
products.

 To understand impact of age and income group on perception towards

organic food products.

 To understand the impact of price of products on consumers attitude.

 Amity Business School

Review of Literature
Author Name with Topic Methodology Key Findings
Year
Mohamed Bilal Consumer attitude Analytical Health consciousness,
Basha & K. Ramesh towards organic food study based on Environmental factors &
(2014) in Trichy – South questionaire Safety considerations
India survey are important factors.

S Priya & M Consumer attitude Research Survey Organic food is

Parameswari (2017) towards organic food with Primary considered more healthy
products and Secondary and nutritional by the
data consumers.
 Amity Business School

Author Name with Topic [Context] Methodology Key Findings

Year
S.V.Ramesh and A study on Qualitative Majority of respondents,
M.Divya (2015) consumers’ research ranked first to quality of the
awareness attitude based study product.
and satisfaction
towards select Price also affect the buying
organic food decision.
products with
reference to
Coimbatore
Dr .H.M. Consumers Research There is a lack of
Chandrashekar Perception based case awareness about organic
(2014) towards Organic study products to consumers.
Products - A Study
in Mysore City The advertisement of
organic products is very low
when compare to non-
organic products.
 Amity Business School

RESEARCH
METHEDOLOGY

Exploratory
design

Descriptive
design
Amity Business School
 Amity Business School

The study used a scale that includes five options comprised of:
 Amity Business School

TOOLS USED
1. ANOVA
2. SIMPLE PERCENTAGE ANALYSIS
 Amity Business School

ANALYSIS
• Majority of the consumers purchase organic products on a weekly
basis for their household.

• Organic food products shopping is usually done at the local vendors

and supermarkets.

• Most respondents are satisfied by using Organic food products in

daily life.

• The most important reason for purchasing organic food over normal
food products is the fact that is more healthy & nutritional.
 Amity Business School

• Most common organic products that are purchased by the

consumers were Fruits & Vegetables, Cereals and Pulses and
Milk.
 Amity Business School

• Around 54% of the respondents

believe that organic food is
expensive when compared to
normal food products available in
the market.

• Only 36.2% of the respondents are

willing to buy organic products if
the price of the products increase
further.

• The remaining 63.8% respondents

are either not sure or are not
willing to buy organic products
after price increase.
 Amity Business School

Findings of The Study

 Majority of people (94.3%) have either Excellent or Good experience
while using organic products.

 Most of the respondents agreed that Organic food is healthier & has
high nutritional value than the normal products.

 Price is an important factor that affects consumer’s purchasing attitude.

 Majority of people believe that Organic food products have high prices as
compared to normal products available & the remaining believe its
moderately priced.

 Large number of respondents are not sure or are not willing to buy Organic
food products if the price increases.
 Amity Business School

 From the hypothesis testing using Analysis of variance method (ANOVA), it

can be inferred that income levels the consumer’s doesn’t affect the
perception towards Organic food products.

 Similarly, from the hypothesis testing using Analysis of variance method

(ANOVA), it can be inferred age group of the consumer’s doesn’t affect the
perception towards Organic food products.
 Amity Business School

Suggestions & Recommendation

 The modern consumer wants to feel good about their purchases,
that is, the products should be healthy as well as environment
friendly. But, these products should be pocket friendly too.

 Organic food products should not be priced high as it affect the

consumers purchase behavior and perception.

 More awareness should be created amongst the customers

regarding benefits of organic food products.

 Positioning organic food products by influencing consumer beliefs

about the benefits they derive on consuming.
 Amity Business School

CONCLUSION
• Actual buying behavior is direct result of strong intent and attitudinal values towards
the benefits of the organic products.

• Consumer today is more concerned with consuming healthy and nutritional products.

• Price is an importance factor that determines the perception towards organic food.
Most of the people believe that organic food belongs to expensive category of food &
if the price increases they most of them may or may not purchase organic products.

• It has also been proved through analysis that Age group and Income of the consumer
doesn’t have any effect on consumer perception towards organic food products.

• However, it is suggested that care should be taken while trying to draw any
generalization towards the results as the study was conducted with a limited sample of
people.
 Amity Business School

Scope of Further Research

• Further extended study can be conducted by taking in consideration

more variables & factors that affect consumer perception towards
organic food products.

• A larger sample of people can be taken for further expansion of the

study. The demographics of the study can also be expanded for more
accurate results.
 Amity Business School

THANK YOU.