Burhan WIP

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Contents
CH.1. Introduction ..................................................................................................................... 6
Introduction of topic .............................................................................................................. 7
Problem statement.................................................................................................................. 9
Objective of the research ....................................................................................................... 9
Types of Research design ...................................................................................................... 9
Research design ................................................................................................................... 11
Source of data collection ...................................................................................................... 11
CH 2 Literature Reviews ......................................................................................................... 14
CH 3 Industry profile ............................................................................................................... 20
INTRODUCTION ............................................................................................................... 21
What are the environmental impacts of organic agricultural practices? ..................... 22
Market size:- ........................................................................................................................ 23
Market Segmentation ........................................................................................................... 23
Market share: ....................................................................................................................... 24
1) Organic Tattva ............................................................................................................. 24
2) 24 Mantra..................................................................................................................... 24
3) Praakritik ..................................................................................................................... 25
4) Organic India ............................................................................................................... 25
5) Pure and Sure ............................................................................................................... 25
SWOT Analysis of the Organic food industry ..................................................................... 26
CH 4 Data presentation and analysis ....................................................................................... 28
1. Gender wise classification ............................................................................................ 29
2. Age wise classification ................................................................................................. 30
3. Educational qualification wise classification ................................................................ 31
4. Employment status wise classification ......................................................................... 32
SHREE UTTAR GUJARAT BBA COLLEGE

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5. Income wise classification. ........................................................................................... 33
6. Do you know about the concept of Organic food? ....................................................... 34
7. When did you adopt buying organic products .............................................................. 35
1. "It is important for me that the food I consume should be Organic"(Here 1 defines
disagreeing with the statement and 5 defines agreement) ................................................... 36
2. Do you always buy organic food when you have the opportunity to?.......................... 37
3. At what time intervals do you purchase Organic food products? ................................. 38
4. "I don't mind paying higher price for Organic food"(Here 1 defines disagreeing with
the statement and 5 defines agreement) ............................................................................... 39
5. Do you prefer food that is low in sugar content? .......................................................... 40
6. What type of Organic products do you prefer to buy the most? ................................... 41
7. Is it important for you that the food you eat is rich in vitamins and minerals? ............ 42
8. Is product information very important to you? Do you consciously keep track of what
the product contains? ........................................................................................................... 43
9. Do you like buying foods in specialty shops? .............................................................. 44
10. Do prefer food that tastes better? .............................................................................. 45
11. Do you prefer food items which are good value for money? .................................... 46
12. Do you give importance to certified foods? .............................................................. 47
13. 'Organic products are in fashion and that is the only reason for its sale'. "(Here 1
defines agreement with the statement and 5 defines disagreement) .................................... 48
14. 'Organic products are a fraud'. "(Here 1 defines agreement with the statement and 5
defines disagreement) .......................................................................................................... 49
15. 'There are only small number of organic products available in the market'.............. 50
CH- 5 Findings of the study ..................................................................................................... 51
CH-6 Conclusion of the study.................................................................................................. 54
Bibliography ............................................................................................................................ 56
References (books)............................................................................................................... 57
Articles ................................................................................................................................. 57

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Links .................................................................................................................................... 58
Annexure .................................................................................................................................. 59

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list of figures
Figure 1 Gender wise classification ......................................................................................... 29
Figure 2 Age wise classification .............................................................................................. 30
Figure 3 Educational qualification wise classification ............................................................ 31
Figure 4 Employment status wise classification ...................................................................... 32
Figure 5 Income wise classification ......................................................................................... 33
Figure 6 Awareness about the concept of Organic food .......................................................... 34
Figure 7 For the adoption of organic products......................................................................... 35
Figure 8 for respondent's stance on importance of organic food consumption ....................... 36
Figure 9 for respondent’s frequency of buying organic food. ................................................. 37
Figure 10 for knowing at what time intervals does the respondent buy organic food ............. 38
Figure 11 To know the stance of the respondent on paying higher price for organic food. .... 39
Figure 12 To know the respondent’s stance on sugar content in food..................................... 40
Figure 13to know what type of Organic products do the respondents buy ............................. 41
Figure 14To know the respondent’s stance on importance of vitamins and minerals in diet. . 42
Figure 15 To know if the respondents are conscious about the ingredients their food product
contains. ................................................................................................................................... 43
Figure 16 To know if the respondents prefer buying foods in specialty shops ....................... 44
Figure 17 To know if the respondents prefer food that tastes better. ...................................... 45
Figure 18 To know if respondents prefer food items which are good value for money .......... 46
Figure 19 To know if the respondents feel certification is an important element ................... 47
Figure 20 To know respondent’s stance on the reason for the sale of organic food products. 48
Figure 21 To know the stance of people on the authenticity of organic food products. .......... 49
Figure 22 To know if the respondents feel lack of organic products availability in the market.
.................................................................................................................................................. 50

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List of tables
Table 1 Gender wise classification .......................................................................................... 29
Table 2 Age wise classification ............................................................................................... 30
Table 3 Educational qualification wise classification .............................................................. 31
Table 4 Employment status wise classification ....................................................................... 32
Table 5 Income wise classification .......................................................................................... 33
Table 6 About the of concept of organic food ......................................................................... 34
Table 7 Table for the adoption time period of organic products ............................................. 35
Table 8 for respondent's stance on importance of organic food consumption ......................... 36
Table 9 for respondent’s frequency of buying organic food.................................................... 37
Table 10 for knowing at what time intervals the respondent buys organic food ..................... 38
Table 11 to know the stance of the respondent on paying higher price for organic food. ....... 39
Table 12 to know the respondent’s stance on sugar content in food. ...................................... 40
Table 13 to know what type of Organic products the respondents buy. .................................. 41
Table 14 to know the respondent’s stance on importance of vitamins and minerals in diet. .. 42
Table 15 to know if the respondents are conscious about the ingredients their food product
contains. ................................................................................................................................... 43
Table 16 to know if the respondents prefer buying foods in specialty shops .......................... 44
Table 17 to know if the respondents prefer food that tastes better. ......................................... 45
Table 18 To know if respondents prefer food items which are good value for money ........... 46
Table 19 to know if the respondents feel certification is an important element ...................... 47
Table 20 To know respondent’s stance on the reason for the sale of organic food products .. 48
Table 21 to know the stance of people on the authenticity of organic food products ............. 49
Table 22 to know if the respondents feel lack of organic products availability in the market.50

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CH.1. Introduction

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Introduction of topic
As per the report on ‘Global Organic Foods and Beverages Market Analysis’ by Products,
Geography, Regulations, Pricing Trends and Forecasts (2010–2015), the global market for
organically produced foods and beverages was USD51 billion in 2008 and was expected to
have a CAGR of 12.8% from 2010 to 2015, reaching USD104.5 billion by 2015. By the
same period the market for organic food was expected to grow in the Asia-Pacific and Latin
American region, due to growing consumer awareness and expanding range of products.
Europe is the largest consumer of organic food, beverages, and supplements, while Asia and
rest of the world are expected to have the highest growth rates of 20.6% and 16.2%
production, respectively. The growth is attributed to the high domestic production, increasing
per capita income, and regulatory reform initiatives in China, India, Singapore, Australia, and
a few Latin American countries (Brazil and Argentina). Thus, globally, the markets are
growing at different rates (Sadek and Oktarani, 2009). The growth in demand is expected to
continue in the years to come, though, the situation may differ between countries and in terms
of the type and quantities of production (Vindigini et al., 2002).
At present the organic food product portfolio in India includes fruits and vegetables, spices,
pulses, honey, tea, coffee, herbs and so on. Currently, the market penetration for organic
food is low and hence a major portion of the produce is being exported from India. A report
on the Organic Food Sector by the Agriculture and Food Industry in India in 2011, states that
the growing concern for health consciousness, increasing disposable incomes, changes in the
spending patterns, government support, have led to an increase in the market potential for
organic foods in the country. According to the research report, Indian Organic Food Market
Analysis, organic food is invariably catching up pace among the Indian retailers, especially
with the niche retailers due to the increasing awareness among Indian consumers towards
leading a healthy life. It was anticipated that the organic food sector will post significant
growth during 2011–2013, invariably growing at a CAGR of 15% (RNCOS, 2012).
Presently, surmounted growth is being witnessed from new demand pockets, arising from the
tier 1 and tier 2 cities, thus, signalling huge acceptance among the masses (RNCOS, 2012).
This study pertains to the tier 2 city of Nasik, Maharashtra, India. Nasik is referred to as the
wine capital of India. It is the third most industrialised city in the state of Maharashtra, having
a population of 1,620,000 (in the year 2009). The city is similar to other tier 2 cities in India
(McKinsey, 2008). The annual per capita district income was INR 38,751 for the year 2005–

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2006. An understanding of the consumers for organic food in a growing city like Nasik will
enable marketers to expand in these markets.
The report is organised in three sections, where the first discusses the literature
surrounding attitudes towards organic food and its consumption. The second deals with
methodology adopted in the study, the sample criteria and its description. The analysis
and finding are discussed in the last section of this report.

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Problem statement
Organic foods often have more beneficial nutrients, for example, antioxidants, than their
traditionally developed partners and individuals with allergies to foods, chemicals, or
preservatives often discover their symptoms decrease or leave when they eat just organic
nourishment. Organic sustenance is extremely popular, and everybody needs to think about
its benefits. The sweeping public opinion that organic sustenance is healthier than
conventional nourishment is quite strong and is the primary reason for the expansion in its
demand in the course of the last 5-6 years. Organic Facts is a strong proponent of organic
nourishment.
This project will clarify what organic nourishment is, the manner by which it is beneficial,
Consumer purchasing conduct towards it and what are the measures for the same. This is to
substantiate that organic nourishment is useful for health.
Objective of the research

The paper identifies and examines the variables that influence the consumers’ attitudes and
behaviour towards organic food in the tier 2 cities in India. Research questions addressed in
this paper are:
1. Which variables influence the attitude and behaviour of organic food consumers?
2. What is the influence of the demographic characteristics on attitude towards organic
food?
Types of Research design

 Exploratory Research:-
Companies use exploratory research methods to uncover facts and opinions regarding
a particular subject. Exploratory research seeks to highlight the main points of a
situation, thus, enabling researchers to more clearly understand an issue or concern
(i.e., gain insight). It seldom provides enough data to make any conclusive market
decisions, but rather forms a foundation on which companies can start to build better
research objectives for subsequent studies.

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 Descriptive Research
Descriptive research seeks to concretely describe a situation in ways that will allow
companies to direct decisions and monitor progress. It is quantitative by nature, using
a standardized format with close-ended questions to collect information that can be
statistically measured and analyzed.
 Causal Research
When companies want to establish a cause and effect relationship among two or more
variables, they use causal research methods. Similar to descriptive research, causal
research is quantifiable. But instead of merely reporting on a situation, causal research
methods use experiments to predict and test theories about a company’s products and
marketing efforts.
From the following, Descriptive Research design has been opted for the following project.

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Research design
A structured questionnaire having 23 questions was used for collecting the data. Pretesting
on 15 individuals with varying socio-demographic characteristics helped refine the
questionnaire. Judgemental and convenience sampling methods were used for collecting the
data. Data was collected from the tier 2 city of Surat, India, during the period January to
February 2022. Eighteen years was chosen as the cut-off age as it is the minimum age when
individuals can be employable under law in India. Three hundred twenty one respondents
were approached in person at supermarkets and health/organic food shops in Surat. They
were screened to ascertain for awareness of organic food products. Questionnaires with
return envelope were hand delivered and the respondents’ contact details were recorded. To
improve the response rate, follow ups by telephone were conducted at the end of every week
for two months. Of the 344 individuals contacted only 219 returned the filled questionnaires.
Nineteen questionnaires were discarded as they were incomplete. This was a response rate of
29%. Thus, sample size for the current study was 200 respondents’ demographic
characteristics of the respondents and help arriving at their profile. These characteristics
include: age, gender, income, educational qualification, family size, employment status,
period of usage of organic products and amount spent on organic food purchase.
Source of data collection

Primary Data:-
Primary data were collected by distributing a self-administered questionnaire.
Data collection instrument:
Questionnaire is used as data collection instrument.

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Sampling plan:
Sampling element:-
Sampling elements are Students, Housewife, Unemployed, Retired, Professional services,

Self-own business, Jobbers, etc.
Sampling extent – Within Surat city.
Sample unit: - House, Office, Colleges, Schools, etc.
Time: - 1st January – 1st February.
Sampling method:-
Non-Probability (Convenience sampling) method is used.
In Non-probability method, each and every sample does not get equal chance of being
selected there will biasness and human judgement involved in the selection of the samples.
In convenience sampling method, sample units are selected as per the convenience of
interviewer or researcher, it is known as Accidental sampling.
Sample size: - 200
Benefits of the study:-
The significance behind this study is that thoughtfulness for the atmosphere could come only
from aware society and fully dedicated to human rights to a quality health and environment.
However, it is essential to identify the present state of consumer understanding and
knowledge. Hence customer awareness and willingness to pay high price for organic product
and reasons for choosing organic product becomes the main plan of this study.

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Limitations of the study:-
 As study is primarily restricted to the location of Surat city and its suburban areas.
 It is time consuming and expensive.

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CH-2 Literature Reviews

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B. Krishnakumarea and S. Niranjan in (2017) the study reveals, that consumers’ behavior
plays a major role in organic food products segment. The marketeers of organic foods need to
be innovative and dynamic to meet the changing purchase behavior for organic food products
among the urban residents. The majority of organic food consuming respondents believed
that organic food products contained no pesticides, while most of the non-organic food
consuming respondents believed that organic food commodities were natural products. The
main reason behind buying an organic food product was health consciousness. Though the
organic food product was regarded healthy, the lack of trust on the originality of organic food
product was another reason for not buying the organic food product in the study area. Hence,
the firm producing and selling organic food products must find ways to create trust among
the consumers to improve their purchase intention. It was also found that the organic food
consumers had high influence of psychological factors such as perception, attitude and
purchase intention towards buying organic food products. The consumer belief in organic
food product was insignificant among both organic and non-organic food consumers. Hence,
steps must be taken to create trust about organic food products among the consumers of
Tirupur district.
Mrs. K Renuga Devi, 2Dr. M. Ramya in (2018) in this article examined Consumer’s
buying behavior towards Organic food product in major cities of Tamil Nadu. This article
analyses with the help of structured questionnaire directed to Organic food buyers in
Chennai, Coimbatore, Thiruchirapalli and Madurai. This research can give an overall idea
about exactly what is Consumer behavior, Organic food products and Reasons behind buying
organic food products. Here I discuss with most important organic food products preferred by
consumers in those selected places. Majority of them prefer Organic Fruits & Vegetables.
The majority of the organic food consumers believes that Organic food products are healthier
and pesticide free. And there is a significant association between buying behavior factors like
Health benefits & Quality across category of Income. It was also found that the organic food
consumers had a high influence on buying behavior towards Organic food products.
Mrs.S.Rengeswari, 2Dr.T.Palaneeswari in (2017) Consumer behavior is a good indicator

in analyzing the factors influencing the buying behavior of the respondents towards organic
food. The variables like perceived health, product attribute, social welfare, and product

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feature and availability to buy persuades a consumer to buy organic foods, and have greater
influence. Nutritional value, natural ingredients food safety, availability and awareness about
availability are some of the indirect intention for buying organic food. The consumers believe
that the organic food is valuable for their lives as there exists a high degree of correlation
between perceived health and product features. As perceived health is the least influencing
factor among all, it is necessary to pay attention towards guarantee certification and price of
the goods which should be minimized. The researcher concluded that the consumers’ health
conscious, quality, safety and value for money would lead to purchase organic food.
PhD candidate, Unisinos Alexia Hoppe in (2013) The preceding literature review sheds
light on several key issues and elucidates our current state of knowledge pertaining to
consumer behavior towards organic food, pointing to gaps in the understanding of this field
of study. The literature points out that there is a gap between attitudes and behavior, meaning
that consumers are positive about organic food, but usually do not buy it. The study findings
also provide significant contribution to the stakeholders involved on the production of
organic products, being those small or medium family landholdings, retailers or the food
processing industry itself. For example, the knowledge of attributes more valued by
consumers can help retailers to play the role of coordinators of this supply chain stimulating
producers to adhere to organic certification, helping them to upgrade their production
practices and improve their income. Public policies can be implemented to foster the
production of organic products, aiming to satisfy the demand and availability of the products
in the market. Those interested in sustainability issues and focused on the development of the
organic food market can use the results to support managerial strategies to deal with the
growing demand for organic food.
Chunnian Liu* and Yan Zheng in (2019) The results show that an external stimulus (food
safety incidents) and an internal stimulus (consumer environment orientation) can
significantly affect consumers’ response (namely, consumer organic cognition), and that the
enhancement of consumer organic cognition can promote consumer organic purchase. In
addition, consumers’ information environment (the information about food safety incidents
and the environment) can significantly affect their organic food purchase. Finally, this paper
has also found that consumer characteristics have a positive impact on consumer organic
cognition. Since food safety incidents can attract consumers’ hyper attention, they can

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promote consumers organic cognition. The results are conducive to the sustainable
development of the organic food industry and may enrich the research in this field. In
particular, the findings have several implications. First, enhancing the publicity of organic
food and improving the level of public awareness about organic food are conducive to the
purchase of organic food.
Ms Krishna. R and Dr P. Balasubramanian in (2020) the desire to have organic shops

nearby with product varieties in stock which offer reasonable price. Timely availability of
organic products in stores affecting consumers' intention to purchase is providing information
for the marketers to modify their marketing strategies and distribution channels as well.
Promotional strategies adopted by the marketers tend to create a sense of positive attitude,
perception and belief within the consumers. As things stand, the organic market in Kerala is
inexperienced and underdeveloped. The marketers of organic products have to be more
innovative and dynamic to meet the shifting purchase pattern for organic food products
among urban residents. Therefore those firms who are involved in the production along with
distribution of organic products have to find ways to create trust among the consumers to
improve their purchase intention. In short, steps to increase organic consumption has to be
adopted within organic and inorganic consumers within Kerala district.
Cachero-Martínez, Silvia in (2020) In recent years, the demand for organic products has
undergone constant growth, in part due to increased consumption and per capita spending, a
consequence of the emergence of new needs in the search for a healthier lifestyle. Therefore,
a surge in organic production is expected as a result of the fulfilment of the Sustainable
Development Goals that will, progressively, lead to the reorientation of production systems
towards greater sustainability, which is expected to be achieved in the year 2030. The
appearance of COVID-19 is expected to provide an incentive for the purchase of organic
products. This is due to an increase in environmental awareness in view of the experience of
reducing pollution during the pandemic. In addition, more rigid measures of sustainability
and protection of the environment than those established will be implemented by
governments. Although it is true that sustainability plans and objectives already existed,
COVID-19 has been a stimulus to the protection of the environment.
Saloni Mehra* and P.A. Ratna in (2014) Six factors namely – perception towards organic
food, health consciousness, product information, value for money, accessibility and trust were
identified. Health consciousness and perception towards organic food were the most

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influential factors on the attitude of the consumers towards organic food. Product information
and value for money were also influenced by the demographic characteristics of the organic
food consumers. Results of the study showed that women and younger consumers showed a
positive attitude towards organic food and perceived consumption of organic food to be a
healthier food option. They were keen on getting product information and compared labels
while selecting nutritious food. Women perceived consumption of organic food to be a
healthier option.
Seema Parmar in (2019) The present study aimed to provide the significant light into the
awareness and satisfaction level of organic consumer regarding kind of organic product and
reasons for choosing organic products with reference to Hisar city. The study clearly reflects
that the reasons behind choosing organic food for health concern, quality of product and the
texture/taste /feeling. Consumers generally prefer organic product in the form of
clothes/fabric, cosmetics and food/drink. Hence it can be concluded that customers were
getting organic products in limited variety and very few stock was there, if it got subsidized
than more companied would join and organic product become cheaper and more variety
would be there. With the attempt of Government to rationalize regulatory mechanism like
providing subsidies and grants for better progress of organic product and attentiveness among
local consumers for household consumption will cover for quicker expansion of organic
farming. Moreover the initial cost for starting organic farming is higher and in this direction
government can help the farmer to grow the organic product.
Miss. U. Sagari, Mr.T. Vinod Kumar, Prof. G. Sudarsana Rao in (2017) The data
indicates that the health benefits of organic food have not been spread among the general
public to the desired extent especially against the backdrop of growing incidence of risks of
heart attacks and other chronic diseases on account of consumption of pesticides content non-
organic food products. The demand and awareness of the organic products increases
gradually due to information sharing through friends and relatives as per the study.
Recommendations: The information spread regarding the health benefits of organic food is
more important and must be promoted by government as well as non-governmental agencies
by making special provisions in the agricultural policies.
Vijayalakshmi. R, Research Scholar, Rayalaseema University in (2020) Consumer

behavior acts as a key determinant not only while purchasing organic products but also non
organic products. Hence ways and means to maintain loyal customers should be adopted. The

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sellers should explore the unidentified factors which prevents the consumers from purchasing
organic products. Marketers needs to bring out innovative strategies for retaining the
customers and convert them into loyal customers. The current research enlightens specific
questions of how organics can be made available in different retail store formats, how it can
be more affordable and make them an indispensable part consumers‟ life. By conducting a
systematic survey through a questionnaire for the consumers, it can be said that many
consumers are aware about organic products and its business. They also have a positive
attitude towards it. The study brought out the fact that consumers do consider the benefits of
consuming organic products which reflects the change in their attitude when making the
purchase decision.
Anupam Singh, Priyanka Verma in (2019) Results of hierarchical regression analysis show
that the influencing factors i.e. health consciousness, knowledge of organic foods, subjective
norms, perceived price and availability positively influences the actual buying behavior but
attitude and purchase intention mediates the relationship. As mentioned earlier, positive
attitude and purchase intentions may not always lead to actual buying of organic food
products, the influence of socio-demographic factors (gender, age, income and education) is
tested using independent test and ANOVA techniques. LSD test was employed to see which
group in a demographic variable has the largest difference. Results of independent test show
that gender does not influence the actual buying towards organic products. However, other
three socio-demographic factors (age, income and education) have a significant influence on
actual buying behavior. LSD test results show that young consumers in the age group of 31-
40 years are buying more organic food products than any other age groups. Income is another
potential factor that influences the actual behavior towards organic foods. Results of the study
show that consumers with high income are more likely to buy organic foods. Results also
suggest that highly educated consumers prefer to buy organic foods more than the less
educated consumers.

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CH 3 Industry profile

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INTRODUCTION
Various terms such as 'bio', 'eco' and 'organic' are used to refer to organic products. The term
'bio/biological' prevails in Latin and Germanic languages. English-speaking countries mostly
use the term 'organic'.
More specifically, the term 'organic' refers to an overall system of farm management and food
production that aims at sustainable agriculture, high –quality products and the use of
processes that do not harm the environment, and human, plant or animal health and welfare.
However, these widely used terms in food marketing have a variety of definitions, most of
which are vague and assumed to imply foods that are minimally processed and all of whose
ingredients are natural products.
Organically grown foods are indeed not to be confused with foods sold as 'natural'. In the
United States of America (USA) for example, the term 'organic' can be used for certified
organic products, while the label 'all-natural' is a legally unregulated expression.
While the sustainable nature of organic farming is generally accepted, its health and
nutritional benefits are still widely debated. The use of (organic) pesticides and the possible
presence of residues in organically grown crops also attract a lot of attention. A difficulty
comes from the fact that, when assessing the results of existing studies, at least three different
aspects are treated simultaneously:
 The difference in nutritional elements;

 The benefits for human health
 The impact on the environment.
From a strictly nutritional perspective, scientists have found little advantage

in organic foods. In 2012, a deep review of 240 studies found that organic foods were not
significantly more nutritious than their conventionally grown counterparts. For nutrition
experts, the endless debate on the benefits of organic produce is just a distraction from the
real issue at hand, which is that a majority of Europeans do not reach the recommendations of
the World Health Organization (WHO) on a daily consumption of vegetables and fruit of any
type – around 400 g per day – which is a more pressing concern.
From a health perspective, the level of pesticide residues was found to be lower
among organic produce and a more recent study from 2014 revealed fewer pesticide residues,

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and 20% to 40% higher levels of antioxidants in organically grown crops. It is however
unclear whether antioxidants can improve human health, and their precise role is still being
debated.
From an environmental perspective, practitioners assert that the best reason to

buy organic food is for the lower impact and sustainable production values, and that any
nutritional benefit should simply be considered a 'bonus'.
What are the environmental impacts of organic agricultural practices?

Organic agricultural practice is environmentally sustainable by nature. Soil-building
techniques such as crop rotation and minimum tillage preserve soil fauna and flora, improve
soil formation and structure, and avoid soil erosion. Many management practices used by
organic agriculture increase the return of carbon to the soil, raising productivity and
favouring carbon storage. The more organic carbon is retained in the soil, the higher the
climate-change mitigation potential of agriculture.
The use of organic fertilisers (e.g. compost, animal manure, green manure) and
greater biodiversity (in terms of species cultivated and permanent vegetation) also enhance
soil structure and water infiltration which, in turn, reduce the risk of groundwater pollution.
Moreover, traditional and adapted seeds and breeds are preferred for their
greater resistance to diseases and their resilience to climatic stress. Finally, the maintenance
of natural areas within and around organic fields, together with the absence of chemical
inputs, preserve habitats for wildlife.
Meanwhile, organic farming has not necessarily positive impacts on the environment per
product unit. Yield differences may range from 5% to 34%. If Europe tried to feed itself
exclusively through organic agriculture (at constant consumption), it would need an
additional million hectares. In terms of climate impact and greenhouse gas (GHG) emissions,
organic milk, cereals and pork production generate higher GHG emissions per unit of output
than the conventional alternative. However, when multi-cropping and crop rotation are
applied in organic systems diversification, these practices substantially reduce the yield gap
with non-organic management practices to about 9%.
On the other hand, consumers having a preference for organic food are also more
environmentally conscious and may have more sustainable dietary habits food, eat less meat
and therefore contribute less to high land-consumption and GHG emissions.

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Market size:-
The Indian organic food market reached a value of US$ 815 Million in 2020. Looking
forward, IMARC Group expects the market to grow at a CAGR of around 24% during 2021-
2026. Keeping in mind the uncertainties of COVID-19, we are continuously tracking and
evaluating the direct as well as the indirect influence of the pandemic on different end-use
sectors. These insights are included in the report as a major market contributor.
Market Segmentation
The global organic food is segmented on product type, distribution channel, company, and
region. Organic fruits & vegetables are dominating the market with the rise of focus on
health followed by organic meat, poultry & dairy whereas organic beverages is the fastest
growing segment in the organic food market. In terms of distribution channel,
hypermarket/supermarket is dominating the organic food market followed by departmental
stores due to availability of variety of organic products.
Regionally, North America is the leading market followed by Europe. Countries like USA,
Germany, France, China are the topmost countries in the global organic food market. In
terms of average per capita consumption, Switzerland, Denmark, and Sweden have the
highest consumption level. The major players operating in the global organic food market
are United Natural Foods, Danone S.A., Inc., Sprouts Farmers Market, Inc., General Mills,
Inc., Organic Valley, Inc & Others. To sustain in the market, companies like Danone S.A.
launched innovative, convenient formats appropriate for consumption throughout different
ages, moments of the day to meet the needs of this new food generation. The company has
acquired WhiteWave to enrich offer and enabling wider access to sustainable daily eating
practices. Organic food is different from conventionally grown food because organic food
is either grown under a natural system of agriculture, without the use of synthetic
fertilizers or they are processed products made from organically produced raw materials.
Due to the increased awareness among people to eat healthy, these companies are now
upgrading and re-launching existing products.

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Global Organic Food Market, By Product Type:
 Organic Fruits & Vegetables

 Organic Meat, Poultry& Dairy Cheese
 Organic Processed Food
 Organic Bread & Bakery
 Organic Beverages
 Others
Market share:
Major players in the organic food market are:-
 General Mills Inc.

 Cargill, Inc.
 Danone
 United Natural Foods Inc.
 Amy's Kitchen.
Introduction to top Indian organic food brands:
1) Organic Tattva
Organic Tattva is an organic brand that provides synthetic-free nourishment products. The
company offers a wide range of organic grains, pulses, and cereals without compromising
quality and amount. These products have natural nutrient elements that enhance your life &
health. There are no adulterated products used like pesticides, composts, added substances to
add nutritional aspects. All the nourishment effects are regular, natural, and safe to eat.
2) 24 Mantra
24 Mantra is one of the organic brands developed in India. They offer homemade quality
organic products to the clients to bless them with a broad scope of nutrients & minerals. 24
Mantra works to create a sustainable livelihood for farmers, a sustainable lifestyle for people
across the nation, and eventually building sustainable earth with the old yet proven practices
of a healthier lifestyle.

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3) Praakritik
Praakritik is another top organic food brand in India that made its way through one gaushala.
Realizing the benefits of pure desi ghee made it a big show in todays’ organic world.
Praakritik’s journey started from home by supplying hand churned ghee but now produces
vast organic products like Indian spices, oil, rice, etc.
4) Organic India
It is one of the premium brands of natural-based nourishment. They give Ayurveda-based

products for a smooth & healthier life. This marks them as a prominent organic company
among the 10 best organic food brands in India. They provide an utterly organic array of
assortments from Moringa powder to Triphala,, and immunity-boosting capsules.
5) Pure and Sure
Pure and Sure affirms pure organic food items as they had spent 20+ years of engagement in
organic agribusiness. Their products are sourced directly from ranchers and are made under
strict quality measures. They offer 140+ items that will give you a genuine organic taste on
your plate. Phalada Argo is committed to high technology cultivation techniques keeping
authenticity at hand.

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SWOT Analysis of the Organic food industry
STRENGTH
• Uniqueness has been its’ strength since the beginning.
• Made for contiguous.
• Highly in demand since people have become health aware.
• Normal Cost of Production when compared to traditional foods.
• Diversify supply of Organic sustenance.
• Good Distribution System is one of its’ great pillars.
• Eco-Friendly Nature.
WEAKNESS
• Seasonality has been a major issue.
• It is not widely available.
• It has lack of Reputation.
• Storage and Transportation has also been a concern.
• Construction Time is way more than traditional
• Perishability of Products.
• Higher Price.
• Unauthorized vender.

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OPPORTUNITIES
• Customer Loyalty is its’ major hope.
• Changing Customer Tastes/Needs.
• Growing natural Concern.
• Growing prosperity Concern.
• Fast lifting of market.
THREATS
• Certification Issues has been a huge downside.
• Adverse Weather Conditions.
• Competition has made it very difficult for the players to survive.
• Price Fluctuation is a very big concern
• Input Supply has also been one of its major threats.

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CH 4 Data presentation and analysis

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1. Gender wise classification

Objective: To classify respondents according to their gender
Gender Number of responses Percentage
Male 116 58%
Female 84 42%
Total 200 100%
Table 1 Gender wise classification
Gender wise clssification
Female
42%
Male
58%
Male Female
Figure 1 Gender wise classification
Interpretation: Out of the total respondents 58% (116) are Male and 42% (84) are Female.

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2. Age wise classification

Objective: To classify the respondents into different age groups
Age Number of responses Percentage
Below 25 years 84 42%
26–35 years 52 26%
36–45 years 30 15%
Above 45 years 34 17%
Total 200 100%
Table 2 Age wise classification
Age wise classification
17%
42%
15%
26%
Below 25 years 26-35 years 36-45 years Above 45 years
Figure 2 Age wise classification
Interpretation: Among the total respondents most respondents are below 25 years of age,
while the least are between 36-45 years of age.

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3. Educational qualification wise classification

Objective: To classify the respondents according to their educational qualification.
Educational qualification Responses Percentage
Under graduate 20 10%
Graduate 68 34%
Post graduate and above 112 56%
Total 200 100%
Table 3 Educational qualification wise classification
Educational qualification wise classification

10%
34%
56%
Under graduate Graduate Post graduate and above
Figure 3 Educational qualification wise classification
Interpretation: Out of 200 respondents 112 are post graduate and above while only 20 are
under graduated.

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4. Employment status wise classification

Objective: To classify the respondents according to their employment status.
Employment status Responses Percentage
Student 86 43%
Retired 32 16%
Home maker 28 14%
Private employment 50 25%
Govt. employee 0 0%
Self employed 4 2%
Total 200 100%
Table 4 Employment status wise classification
Employment status wise classification

0% 2%
25%
43%
14%
16%
Student Retired Home maker Private employment Govt. employee Self employed
Figure 4 Employment status wise classification
Interpretations: Out of 100% of respondents 43 %( 86) are students and 4 %( 8) are self-
employed.

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5. Income wise classification.

Objective: To classify the respondents according to their income.
Income Responses Percentage
Less than INR 25,000 110 55%
INR 25,001–50,000 2 1%
INR 50,001–1 lakh 34 17%
Above INR 1 lakh 54 27%
Total 200 100%
Table 5 Income wise classification
Income wise classification
27%
55%
17%
1%
Less than INR 25,000 INR 25,001–50,000 INR 50,001–1 lakh Above INR 1 lakh
Figure 5 Income wise classification
Interpretation: Out of the total respondents majority of them (55%) have less than INR
25,000 monthly income. And 27% of them have income above INR 1 lakh.

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6. Do you know about the concept of Organic food?

Objective: To know if the respondents are aware about the concept of Organic food
Answers Responses Percentage
Yes 140 70%
No 46 23%
Maybe 14 7%
Total 200 100%
Table 6 About the of concept of organic food
Awareness about the concept of Organic food

7%
23%
70%
yes no maybe
Figure 6 Awareness about the concept of Organic food
Interpretation: Out of the total respondents about 70% of them know about the concept of
organic food, while 23% are unaware and 7% may not have full knowledge about it.

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7. When did you adopt buying organic products

Objective: To know when the respondents did started buying organic products.
Time period Responses Percentage
Have not used 68 34%
Less than 6 months 16 8%
6–12 months 2 1%
More than a year 114 57%
Total 200 100%
Table 7 Table for the adoption time period of organic products
Time period for adoption of organic products
34%
57%
8%
1%
Have not used Less than 6 months 6–12 months More than a year
Figure 7 For the adoption of organic products
Interpretation: Out of the total respondents 57% have been using organic products from
more than a year, and 34% of them have not used it till now.

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1. "It is important for me that the food I consume should be

Organic"(Here 1 defines disagreeing with the statement and 5
defines agreement)
Objective: To know respondent’s stance on importance of organic food consumption
Scale(1 to 5 Responses Percentage
1 20 10%
2 12 6%
3 18 9%
4 36 18%
5 114 57%
Total 200 100%
Table 8 for respondent's stance on importance of organic food consumption
Chart for respondent's stance on importance of organic

food consumption
60%
50%
40%
30%
20%
10%
0%
1 2 3 4 5
Series 1 Column1 Column2
Figure 8 for respondent's stance on importance of organic food consumption
Interpretation: Out of 200 respondents 57% agree with the given statement, while 10% of
them completely disagree.

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2. Do you always buy organic food when you have the opportunity
to?
Objective: To know the respondent’s frequency of buying organic food.
Frequency Responses Percentage
Always 122 61%
Occasionally 42 21%
Rarely 14 7%
Never 22 11%
Total 200 100%
Table 9 for respondent’s frequency of buying organic food
Chart for respondent’s frequency of buying organic food.

11%
7%
21%
61%
Always Occasionally Rarely Never
Figure 9 for respondent’s frequency of buying organic food.
Interpretation: Out of the total respondents 61% always try to buy organic food products
when they have the opportunity to, while 21% of them purchase it occasionally.

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3. At what time intervals do you purchase Organic food products?

Objective: To know at what time intervals the respondent does buys organic food.
Time interval Responses Percentage
once a week 122 61%
once every two weeks 64 32%
twice a month 14 7%
Total 200 100%
Table 10 for knowing at what time intervals the respondent buys organic food
Figure for knowing at what time intervals does the

respondent buy organic food
7%
32%
61%
once a week once every two weeks twice a month
Figure 10 for knowing at what time intervals does the respondent buy organic food
Interpretation: Majority of the respondents 61% purchase organic food products once a
week, while still a big chunk 32% purchase it once every 2 weeks.

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4. "I don't mind paying higher price for Organic food"(Here 1

defines disagreeing with the statement and 5 defines agreement)
Objective: To know the stance of the respondent on paying higher price for organic food.
Scale Responses Percentage
1 26 13%
2 12 6%
3 8 4%
4 42 21%
5 114 57%
Total 200 100%
Table 11 to know the stance of the respondent on paying higher price for organic food.
Chart To know the stance of the respondent on paying

higher price for organic food.
60%
50%
40%
30%
20%
10%
0%
1 2 3 4 5
Series 1 Column1 Column2
Figure 11 To know the stance of the respondent on paying higher price for organic food.
Interpretation: A majority 57% agree with the statement which indicates they are ready to
pay higher price for the product.

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5. Do you prefer food that is low in sugar content?

Objective: To know the respondent’s stance on sugar content in food.
Answer Responses Percentage
Yes 196 98%
No 4 2%
Maybe 0 0%
Total 200 100%
Table 12 to know the respondent’s stance on sugar content in food.
Figure To know the respondent’s stance on sugar content in

food
Maybe No
0% 2%
Yes
98%
Yes No Maybe
Figure 12 To know the respondent’s stance on sugar content in food
Interpretation: Almost everyone from the respondents 98% want their food to be low in
sugar, while 2% don’t mind having high sugar content in their diet.

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6. What type of Organic products do you prefer to buy the most?

Objective: To know what type of Organic products do the respondents buy?
Type of Organic products Responses Percentage
Organic fruits and vegetables 182 91%
Organic skincare 16 8%
Organic dairy 2 1%
Organic meat 0 0%
Total 200 100%
Table 13 to know what type of Organic products the respondents buy.
Figure To know what type of Organic products do the

respondents buy
1% 0%
8%
91%
Organic fruits and vegetables Organic skincare Organic dairy Organic meat
Figure 13to know what type of Organic products do the respondents buy
Interpretation: The most popular category emerged from the survey is the organic fresh
produce, with 91% of respondents having tendency to buy it, while 8% still buy organic
skincare products more.

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7. Is it important for you that the food you eat is rich in vitamins
and minerals?
Objective: To know the respondent’s stance on importance of vitamins and minerals in diet.
Answer Responses Percentage
Yes 186 93%
No 14 7%
Maybe 0 0%
Total 200 100%
Table 14 to know the respondent’s stance on importance of vitamins and minerals in diet.
Figure To know the respondent’s stance on importance of

vitamins and minerals in diet.
0%
7%
93%
Yes No Maybe
Figure 14To know the respondent’s stance on importance of vitamins and minerals in diet.
Interpretation: Out of total respondents 93% feel it is important to have a diet which is rich
in minerals and vitamins., while 7% of them don’t feel that way.

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8. Is product information very important to you? Do you

consciously keep track of what the product contains?
Objective: To know if the respondents are conscious about the ingredients their food product
contains.
Yes 192 96%
No 6 3%
Maybe 2 1%
Total 200 100%
Table 15 to know if the respondents are conscious about the ingredients their food product contains.
Figure To know if the respondents are conscious about the

ingredients their food product contains.
3%1%
96%
Yes No Maybe
Figure 15 To know if the respondents are conscious about the ingredients their food product contains.
Interpretation: 96% of the total respondents are conscious enough to see the ingredients that
their food products contain.

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9. Do you like buying foods in specialty shops?

Objective: To know if the respondents prefer buying foods in specialty shops.
Yes 186 93%
No 4 2%
Maybe 10 5%
Total 200 100%
Table 16 to know if the respondents prefer buying foods in specialty shops
Figure To know if the respondents prefer buying foods in

specialty shops
2%
5%
93%
Yes No Maybe
Figure 16 To know if the respondents prefer buying foods in specialty shops
Interpretation: A majority of the respondents, 93% feel like buying their food products from
specialty stores, while approximately 7% don’t feel that way.

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10. Do prefer food that tastes better?

Objective: To know if the respondents prefer food that tastes better.
Yes 168 84%
No 30 15%
Maybe 2 1%
Total 200 100%
Table 17 to know if the respondents prefer food that tastes better.
Figure To know if the respondents prefer food that tastes

better.
1%
15%
84%
Yes No Maybe
Figure 17 To know if the respondents prefer food that tastes better.
Interpretation: Out of the total responses of 200 168 of them prefer food that is better in
taste, while 30 of them believe it is of no significance to them.

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11. Do you prefer food items which are good value for
money?
Objective: To know if respondents prefer food items which are good value for money.
Yes 184 92%
No 12 6%
Maybe 4 2%
Total 200 100%
Table 18 To know if respondents prefer food items which are good value for money
Figure To know if respondents prefer food items which are

good value for money
2%
6%
92%
Yes No Maybe
Figure 18 To know if respondents prefer food items which are good value for money
Interpretation: Out of the total 100% of respondents 92% prefer goods which are a good
value for money, while other 8% abstain from this.

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12. Do you give importance to certified foods?

Objective: To know if the respondents feel certification is an important element.
Answers References Percentage
Yes 194 97%
No 4 2%
Maybe 2 1%
Total 200 100%
Table 19 to know if the respondents feel certification is an important element
Figure To know if the respondents feel certification is an

important element
2% 1%
97%
Yes No Maybe
Figure 19 To know if the respondents feel certification is an important element
Interpretation: Almost everyone from the respondents 97% feel that certification is an
important element in organic food products.

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13. 'Organic products are in fashion and that is the only reason
for its sale'. "(Here 1 defines agreement with the statement and 5
defines disagreement)
Objective: To know respondent’s stance on the reason for the sale of organic food
products.
1 30 15%
2 6 3%
3 4 2%
4 40 20%
5 120 60%
Total 200 100%
Table 20 To know respondent’s stance on the reason for the sale of organic food products
Chart To know respondent’s stance on the reason for the

sale of organic food products
70%
60%
50%
40%
30%
20%
10%
0%
1 2 3 4 5
Series 1 Series 2 Series 3
Figure 20 To know respondent’s stance on the reason for the sale of organic food products.
Interpretation: A major chunk of the respondents 60% strongly disagree with the statement
which means that they see organic products not as a trend but as a necessity in todays’ time.

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14. 'Organic products are a fraud'. "(Here 1 defines agreement

with the statement and 5 defines disagreement)
Objective: To know the stance of people on the authenticity of organic food products.
1 20 10%
2 18 9%
3 10 5%
4 4 2%
5 148 74%
Total 200 100%
Table 21 to know the stance of people on the authenticity of organic food products
Chart To know the stance of people on the authenticity of

organic food products
80%
70%
60%
50%
40%
30%
20%
10%
0%
1 2 3 4 5
Series 1 Column1 Series 3
Figure 21 To know the stance of people on the authenticity of organic food products.
Interpretation: Almost 74% of the respondents strongly disagree with the statement and
believe organic products are genuine.

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15. 'There are only small number of organic products available

in the market'.
Objective: To know if the respondents feel lack of organic products availability in the
market.
Responses Percentage
Agree 148 74%
Disagree 48 24%
Don’t know 4 2%
Total 200 100%
Table 22 to know if the respondents feel lack of organic products availability in the market.
Figure To know if the respondents feel lack of organic

products availability in the market
2%
24%
74%
Agree Disagree Don’t know
Figure 22 To know if the respondents feel lack of organic products availability in the market.
Interpretation: A total of 74% respondents believe that there is lack of organic product
availability in the market, which indicates that there is more demand than its supply.

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CH- 5 Findings of the study

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The research based on a primary survey of 200 respondents of South Gujarat aimed at
studying the consumer attitudes and perceptions towards organic foods. It further identified
the barriers to organic food consumption and explored the factors that could motivate and
attract consumers towards these healthy alternatives.
 Research findings confirmed that in South Gujarat households both males and
females are the grocery shoppers in equal preference and a similar proportion
of households have a shared responsibility among both males and females for
the same.
 Furthermore, the frequency of purchase of fruits and vegetables is very high
while that of meat skincare and dairy products is very low in the category of
grocery products.
 Freshness and quality of product, nutrition value and price emerged as the
three most important attributes affecting purchase decisions of grocery foods.
 It is obvious from survey results that while there is a high awareness level
about organic foods among the individuals in South Gujarat, the purchase
preference is low.
 It is noteworthy that an overwhelming majority of seventy percent of the
respondents is aware of organic foods, but only sixty six percent are those who
have bought organic food occasionally.
 Surprisingly, a meager sixty one percent respondents are regular buyers of
organic food confirming a lower purchase preference in this segment.
 Additionally, vegetables and fruits are the main grocery products that people
prefer to purchase in the organic food segment.
 Unquestionably, respondents believe organic foods to be healthy, safe and
environmentally friendly though they have doubts on the taste on the taste.
 Results conclude that the prime reasons for non-purchase of organic foods
among individuals of South Gujarat are lack of information, constrained
availability, and reduced variety. The primary reason why people go for
purchase of non-organic food is its easy availability and vast variety.
 Product information and access, Convenience, Reliability, Social Appeal,
Health and Safety, Sensory Appeal emerged as the perceived barriers to
organic food consumption based on results of factor analysis. These factors
were found to be responsible for non-purchase of organic foods.

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 Results indicated that availability of greater information about organic foods

and reduced prices of these foods emerged as the most influential factors
which may influence respondents to start purchasing organic food.
 Scientific evidence about organic food being healthy and its increased variety
are found to be the other motivators for the same. Increased advertisement and
influence of family and friends were not so strong factors affecting purchase
decision of organic foods consequently, there is a need of information flow
towards customers about organic food. Further easy availability and enhanced
variety will boost demand of these foods. Evidently marketers should realize
that availability of greater information increased variety and choice of organic
foods have the potential to boost organic food sales.

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CH-6 Conclusion of the study

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Despite the growing consciousness among Indian consumers for health and environment,
Organic food market in South Gujarat is still at its nascent stage and can be considered as
immature. Though the availability of ample fertile land especially in South Gujarat can
remove supply related barriers to organic foods, but the promotion of various attributes of
organic food remain one of the key issues to boost the demand of these foods.
Inspire of consumers finding these foods healthy, safe and environmentally friendly, there is
dissatisfaction and distrust with regards to its information, availability variety and price level.
Poor product information and access, lack of convenience and availability coupled with
distrust/non-reliability on the sources of supply are the prime barriers to purchase of organic
food in India.
Nonetheless our research is an area specific research limited to south Gujarat and restricted to
specific grocery products but it has strong implications for organic food producers, marketers
retailers, marketing academicians, consumes and policy makers.
As the global and Indian production of organic food is expected to increase considerably,
organic food industry has the potential to multiply and grow by many folds. It is evident from
research in India that marketing academics need to play a crucial role to play in generating
further insights into understanding the organic consumer and the marketing system in which
they must make purchase decisions and consume organic products. This information may
then be employed to aid consumers, the food industry (growers and retailers alike), policy
makers, and special interest groups in enhancing organic food demand. Research can also
enlighten the industry and policy makers on what marketing strategies will be beneficial in
educating and informing the public on the one hand and at the same time also providing
strategic advice on packaging, communications, pricing strategies etc.
Indian consumers have a positive perception towards organic foods and they want to shift or
at least give a try to organic foods, provided they are assured easy access and complete
information and trust along with value for price.

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Bibliography

P a g e | 57
References (books)
1) U.S. College Students' Organic Food Consumption Behavior [Book] by Ming Liu
2) Methods In Consumer Research, Volume 2 [Book] Woodhead Publishing Ltd by Gaston
Arcs
3) Advances in Food and Nutrition Research [Book] Academic Press by Fidel Toldra
Articles
[1]. Andrea Insch, Erin Jackson (2014) Consumer Understanding and use of country-of-
origin in food choice. International journal of contemporary Management. 2014 pp. 500-505.
[2]. Anuran singh, Priyanka verma (2017) Factors Influencing Indian consumers actual
buying behaviour Towards organic food products. International Journal Vol 167 (2017)
473e483474 pp. 186-190.
[3]. Aznur Aisyaha, Zainah Abdullah b, Mimiko Nezu c(2015) Japanese Food Product
Purchase Intention journal Of development of food practices Vol.56 (4) pp. 301-330.
[4]. Christopher L. Newman1, Elizabeth Howlett (2014) Country-of-Origin Food Labeling

Research” Journal of Macro marketing 2014, Vol. 34(4) pp.505-519.
[5]. Ferran Vendrell-Herreroa, Emanuel Gomesa, d, Simon Collinsona, Glenn Parryb,

Oscar F. Bustinzac (2016) Perceived quality and emotional value that influence Consumer’s
purchase intention towards American and Local products” International Business Review 27
(2018) pp.173–185.
[6]. Farah Ayuni Shafiea and Denise Rennie (2013) Consumer Perceptions towards
Organic Food “Social and Behavioural Sciences Vol 49 (2013) pp.360 – 367.
[7]. Harrychand D. Kalachakra Effect And Influence Of Country-Of Origin On

Consumers’ Perception Of Product Quality And Purchasing Intentions Volume 13, Number
5(75).

P a g e | 58
Links
https://www.researchgate.net/publication/333142453_Consumer_Buying_behavior_of_Organ
ic_food_Products_in_India_Through_the_Lens_of_Planned_Behavior_Theory
https://www.phytojournal.com/archives/2018/vol7issue2/PartAE/7-2-212-272.pdf
https://orgprints.org/id/eprint/13727/1/MasterThesis-ConsumerStudy-TR-DE.pdf
https://www.researchgate.net/publication/229051543_Organic_and_conventional_food_A_lit
erature_review_of_the_economics_of_consumer_perceptions_and_preferences
http://ijmrr.com/admin/upload_data/journal_Satyendra%20%20%205nov15mrr.pdf
https://digitalcommons.unl.edu/cgi/viewcontent.cgi?article=6544&context=libphilprac
https://www.phytojournal.com/archives/2018/vol7issue2/PartAE/7-2-212-272.pdf
https://orgprints.org/id/eprint/13727/1/MasterThesis-ConsumerStudy-TR-DE.pdf
https://www.researchgate.net/publication/229051543_Organic_and_conventional_food_A_lit
erature_review_of_the_economics_of_consumer_perceptions_and_preferences

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CH-9 Annexure

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Page |1

Introduction of topic .............................................................................................................. 7

Objective of the research ....................................................................................................... 9

Types of Research design ...................................................................................................... 9

Research design ................................................................................................................... 11

Source of data collection ...................................................................................................... 11

CH 2 Literature Reviews ......................................................................................................... 14

CH 3 Industry profile ............................................................................................................... 20

What are the environmental impacts of organic agricultural practices? ..................... 22

Market size:- ........................................................................................................................ 23

Market Segmentation ........................................................................................................... 23

Market share: ....................................................................................................................... 24

1) Organic Tattva ............................................................................................................. 24

4) Organic India ............................................................................................................... 25

5) Pure and Sure ............................................................................................................... 25

SWOT Analysis of the Organic food industry ..................................................................... 26

CH 4 Data presentation and analysis ....................................................................................... 28

1. Gender wise classification ............................................................................................ 29

2. Age wise classification ................................................................................................. 30

3. Educational qualification wise classification ................................................................ 31

4. Employment status wise classification ......................................................................... 32

SHREE UTTAR GUJARAT BBA COLLEGE

5. Income wise classification. ........................................................................................... 33

6. Do you know about the concept of Organic food? ....................................................... 34

7. When did you adopt buying organic products .............................................................. 35

3. At what time intervals do you purchase Organic food products? ................................. 38

5. Do you prefer food that is low in sugar content? .......................................................... 40

9. Do you like buying foods in specialty shops? .............................................................. 44

10. Do prefer food that tastes better? .............................................................................. 45

12. Do you give importance to certified foods? .............................................................. 47

CH- 5 Findings of the study ..................................................................................................... 51

CH-6 Conclusion of the study.................................................................................................. 54

SHREE UTTAR GUJARAT BBA COLLEGE

SHREE UTTAR GUJARAT BBA COLLEGE

SHREE UTTAR GUJARAT BBA COLLEGE

SHREE UTTAR GUJARAT BBA COLLEGE

SHREE UTTAR GUJARAT BBA COLLEGE

SHREE UTTAR GUJARAT BBA COLLEGE

SHREE UTTAR GUJARAT BBA COLLEGE

Objective of the research

Types of Research design

SHREE UTTAR GUJARAT BBA COLLEGE

SHREE UTTAR GUJARAT BBA COLLEGE

Source of data collection

Primary data were collected by distributing a self-administered questionnaire.

Data collection instrument:

Questionnaire is used as data collection instrument.

SHREE UTTAR GUJARAT BBA COLLEGE

Sampling elements are Students, Housewife, Unemployed, Retired, Professional services,

Sampling extent – Within Surat city.

Sample unit: - House, Office, Colleges, Schools, etc.

Time: - 1st January – 1st February.

Non-Probability (Convenience sampling) method is used.

Sample size: - 200

Benefits of the study:-

SHREE UTTAR GUJARAT BBA COLLEGE

Limitations of the study:-

SHREE UTTAR GUJARAT BBA COLLEGE

CH-2 Literature Reviews