A STUDY ON CUSTOMER PERCEPTION OF ORGANIC AND INORGANIC PRODUCTS IN CITY OF CHENNAI

Authors

  • S P Sree Rakshaa Post Graduate Diploma in Management 2015-2017, ITM Business School, Chennai, Tamil Nadu, India - 603103.
  • R Surya Prabha Post Graduate Diploma in Management 2015-2017, ITM Business School, Chennai, Tamil Nadu, India - 603103.
  • Radhika G Post Graduate Diploma in Management 2015-2017, ITM Business School, Chennai, Tamil Nadu, India - 603103.
  • Joyel Prabahar P Post Graduate Diploma in Management 2015-2017, ITM Business School, Chennai, Tamil Nadu, India - 603103.
  • Anand Prabhakaran C Post Graduate Diploma in Management 2015-2017, ITM Business School, Chennai, Tamil Nadu, India - 603103.

Keywords:

Organic Products, Consumer Behavior, Health, Food Safety, Organic Market, Organic food

Abstract

As the organic market continues to grow, interest in Chennai consumers purchasing organic food and consumption behavior have emerged as essential research topics. The aim of the present study was to obtain an in-depth understanding of Chennai consumers purchasing and consumption behavior with regard to organic food products. Consumer behavior models were employed for comparison which best serve for the purpose: Rational Based Theory and Value based Theory. Based on the behavior and moral models constructs, different Men, Women’s organic food consumer groups were profiled. In addition, with the increasing consumer demand for health, food safety, and nutrition, the relationship between individual’s health consciousness and their organic food purchasing and consumption behavior was also examined.The participants in this study were a self-selected sample of Men, Women living in Chennai. The study also determined that based on the constructs of the theoretical framework, individual’s self-perceived subjective knowledgehad a significant direct influence on consumer organic food purchasing and consumption behavior. Respondent’s health consciousness was found to be significantly correlated with their organic food purchasing and consumption behavior.It is suggested that marketers of organic food products allocate their major efforts and resources in providing more organic-food related information when targeting consumers, rather than seeking endorsements from celebrities, the media, or related advocate groups.

References

I. Bård Eide,Consumer Behavior Theories – Purchasing Organic Food, 2013.

II. Dr Nina Michaelidou “The Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes and Intentions towards Organic Food”, University of Birmingham.

III. Jay Dickieson Victoria Arkus, Factors that influence the purchase of organic food: A study of consumer behaviour in the UK, London, 2009.

IV. Ming Elisa Liu, U.S. College Students’ Organic Food Consumption Behavior, 2007.

Additional Files

Published

15-03-2016

How to Cite

S P Sree Rakshaa, R Surya Prabha, Radhika G, Joyel Prabahar P, & Anand Prabhakaran C. (2016). A STUDY ON CUSTOMER PERCEPTION OF ORGANIC AND INORGANIC PRODUCTS IN CITY OF CHENNAI . International Education and Research Journal (IERJ), 2(3). Retrieved from https://ierj.in/journal/index.php/ierj/article/view/181