Consumers Attitude and Understanding of Organic Food : A Case of Bangalore CityShashikiran.LB.Com, MBA, NET, (Ph.D)     Assistant ProfessorCIMS B SCHOOL, Bangalore

Research ScholarPondicherry University

Shilpa VBA, MBA, NET   

LecturerC B Bhandari Jain College,Bangalore

Snapshot• In Bangalore, with increasing numbers of consumers

concerned about their health, interest in organic food has increased.

• There are only a few studies related to organic food in India, and most organic food research has been in the fields of nutrition and quality of organic food.

• This study aimed to understand Indian consumers’ perception and attitude toward organic food and to determine factors affecting choice of organic food.

• The results indicated that consumers’ positive and negative attitudes, trust, and past experience contribute to their organic food choice.

Why Research On Organic Food

• India's organic foods market growing at over 20%• The market for organic food valued at Rs 1,000 crore• The global market is expected to grow from $57.2 billion in 2010 to

$104.5 billion by 2015 with a CAGR of 12.8%.• The country produced around 3.88 million tonne of certified organic

products that includes basmati, pulses, tea, coffee, spices and oilseeds.

• 95% of the brands existing in top 10 metros like Delhi (NCR), Kolkata, Mumbai, Pune, Chennai, Bengaluru and other tier II cities.

• Government is promoting organic farming under National Project on Organic Farming (NPOF), National Horticulture Mission (NHM) and Rashtriya Krishi Vikas Yojana (RKVY).

Objectives

The study aims at finding qualitative aspects as listed below.

1. Consumers’ perception of organic food2. Consumers’ positive attitudes about organic food 3. Consumers’ negative attitudes about organic food4. Consumers’ confidence in organic food5. Consumers’ past experience of purchasing organic

food.

Findings & Analysis

• content of organic food,

• production method of organic food,

• value of organic food.

“harmless” or “healthy” and environmenta

lly friendly food

Consumers’ perception of organic food

Parameters Perceptions

• Respondents believed that organic food helped to improve their health

• They can eat it without any fear, because organic food is safe to the human body

Consumers’ positive attitudes about organic food

The results indicated that perceptions of “degree of knowledge” were important elements in determining levels of Purchasing intention.

• Price• Perishable • Availability • value of organic food.

Higher prices &

Not available at all times &

everywhere

Consumers’ Negative Attitudes toward Organic Food

Parameters Perceptions

• Awareness• Presence in mass

media• References • Expert Opinion

• Highly Confident

• Brand preference

• Perceive High

quality

Consumers’ Confidence in Organic Food

Parameters Perceptions

• Post purchase behaviour

• Effect on health

• Satisfied

• Felt better

• Felt Healthy

Consumers’ Past Experience

Parameters Perceptions

Conclusions• South Indian consumers understood that organic food is an

agricultural product that is not sprayed with agrichemicals or chemical fertilizers.

• They believed that organic food helped to improve their health.

• Consumers trusted organic food because they had experienced direct or indirect health benefits from organic food.

• Felt that they could eat organic food with confidence. • The high price of organic food was the most negative factor

influencing organic food choice

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References:

Thank You

Wish you Organic growth in all aspects