A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS ORGANIC FOOR PRODUCT

Abstract

This research was carried out in order to better understand customer purchasing habits when it comes to organic foods. It tackles the subject as well as organic farming in India. It provides a comprehensive overview of the history of organic food items and the organic food business. The goals of this study are to look at the elements that influence organic food purchasing behavior, the impact of income and price on consumer purchasing intent, and the primary restraints that function as a barrier to organic product sales. The report also shed light on the government's initiatives to encourage organic farming in India and its prospects in the next years. The information was gathered via a structured questionnaire that included demographic information such as the respondent's age, income, and employment. Customers' purchasing decisions are impacted by price feasibility, availability, nutrition level, awareness, marketing methods used by corporations to create product awareness, quality of product/food product, chemical contamination, taste, and other factors, according to this study. The vast majority of respondents stated that price feasibility is a crucial consideration when purchasing organic products. Overall, the research has led to the conclusion that an individual's income has little impact on their purchasing behavior when it comes to organic food goods.