Consumer Perception towards Organic Food Products in India

Topics: Organic food, Food, Sustainable agriculture Pages: 5 (1784 words) Published: May 20, 2014
Proceedings of the International Conference on Business Management & Information Systems, 2012

Consumer Perception Towards Organic Food
Products in India
T. Bhama and Vedha Balaji1
Management Studies, Christ University, Bangalore
1
Institute of Management, Christ University, Bangalore
E-mail: bhama.t@christuniversity.in; vedha.balaji@christuniversity.in

ABSTRACT
Consumers worldwide are becoming health conscious and are concerned about nutrition (Hart, 2000) and the quality of food consumed. Consumers are also increasingly concerned with food safety issues taking into consideration, the recent salmonella case in Germany and elsewhere. Gil, Gracia and Sanchez (2000) have investigated that consumers are getting health conscious and are paying more attention to quality of food consumed. Therefore, food must deliver an added value that are sought after by consumers besides basic hedonistic and functional needs such as nutrition, taste, health, favorable price-quality ratio, etc., in the selection of food. This added value may be perceived in the form of ecological, social and individual benefit.

    A study on consumer perception towards organic food products may add insight into the nascent but emerging organic food industry in India. The review of related literature in the area of organic food products and consumer perception studied has provided many insights for the study. It has also provided direction in designing the present study. A number of researchers have identified various factors that influence consumer perception of organic food products mainly in developed countries. Some studies have also been undertaken in Asian countries like Malaysia and Indonesia. Very few researchers have attempted to focus in detail the various factors that influence consumer perception towards organic food. Having reviewed several studies and having identified the gap, the investigator felt an imperative need to undertake the present investigation.

Keywords: Demographic Factors, Organic Food Products and Psychographic Factors Influencing Consumer Perception

Organic Food in India
The organic food market in India is at a nascent stage. Country specific research undertaken by A.C.Neilsen in 2006 has indicated that Indians are among the top ten buyers of food with health supplements but lack access to organic food products. Due to high logistic cost & low volume operation, organic food products are costly. However, India is an emerging player in the export market with billions of export potential. Also the domestic market is characterized by limited retail presence, low certified branded produce and a small range of organic product offerings with respect to varieties though marginal growth is becoming evident.

Some of the exclusive retail outlets selling organic food products in and around Bangalore are Hypermart, Spar, Spencer’s, ADITYA Birla group’s More outlet etc.Branded organic food products like ProNature, Navadarshanam, ITC’s Aashirvaad Organic Spices, etc., are also available at most super-markets. Arogya, Jaivika Krishik Society, Econet, Janodaya, Era Organics, Khnadige, Foodworld Gourmet, Koshy’s Departmentals, organ, Green Channel, Namdhari’s Fresh, Green Fundas, Savayava Siri, Health Food, Srinidhi Nysargika Thota, Iha Naturals, Tibetian Organic, Iskon, Plant Rich, Jaiva and 2 4 Letter Mantra.

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Business Management and Information Systems

Literature Review
Organic food is a topic of great interest in the USA (Greene, 2000), Europe (Food and agriculture Organization, 1999) and the market is fast growing in other parts of the globe (Yussefi and Willer, 2002). Crutchfield and Roberts (2000) expressed that the last one decade has witnessed growing public concern towards issues such as health, nutrition and safety. Introduction of genetically modified organisms, spread of Escherichia coli infections, etc., have lead to the association of risk with the consumption of conventionally grown produce...

References: [1] Allen, W.M. (2000). The attribute mediation of product-meaning approach to the Influence of human values
on consumer choices, Advances in Psychology Research, l, pp
 [2] Arzen, I. (1991). The theory of planned behavior. Organizational Behaviour and Human Decision
Processes, 50, pp
  [3] Baker, S., Thompson, K. and Engelken, J. (2004). Mapping the values driving organic food choice:
Germany vs
  [4] Brown, E., Dury, S. and Holdsworth, M. (2009). Motivations of consumers that use local, organic fruit
& vegetable box schemes in Central England and Southern France
  [5] Cerjak, M., Mesic, Z., Kopic, M., Kovacic, D. and Markovina, J. (2010). What motivates consumers to
buy organic food: Comparison of Croatia, Bosnia Herzegovina, and Slovenia
  [6] Chen, E. (2007, February 18). Using your trolley to vote organic. New Straits Times, p. 23.
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