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Anwit goshwami and sarbeswar rao public perception of organic farming
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Anwit goshwami and sarbeswar rao public perception of organic farming

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Our study explores the reasons behind the low popularity of organic food among the local consumers. The study finds that the low awareness levels, o certification and lack of availability are the …

Our study explores the reasons behind the low popularity of organic food among the local consumers. The study finds that the low awareness levels, o certification and lack of availability are the major factors for lack of growth in organic food market.

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  • 1. Mapping the PublicPerception aboutOrganic FoodPresented byAnwit GoswamiSarbeswar RaoBackgroundNo data on Organic Market available in IndiaIndia is perhaps ready for Organic foodsAll kinds of conjectures, guesstimates makingroundsNo direction for growers, marketers, consumersWho? Where? What? How? Of Organic MarketUnknown.What is the size? Perceptions? Potential?
  • 2. Success of businessDemandfromConsumerRetailer’srole toattract theconsumerGovt. roleforpromotingthe activityProducer’sinterestOnproductionStudy ObjectiveAnalyzing the organic farmingscenario globally and India inparticular.Factors favoring the development oforganic farmingConsumer tastes and preferencesand organic productsSustainability of organic productsBarriers to its growth
  • 3. PillarsThe sales of Organic foods in theyears to come will be a share andfunction of three variablesSales of food, grocery sector andnew generation retailWillingness to pay more for “valueadded” food products andPerceptions/ promotionNascent SegmentOrganic Food is a nascent segment,which confounds statistical scrutiny.Present demand/ usage not an indicatorThe trend of Organic food will depend ondrives made in educating consumers andpromoting the Organic culture.
  • 4. MethodologyCollection of data:•Primary data•Secondary dataSampling Scheme:•Used stratified random sampling (Size 100)• 20-Open market, 40-Supermarket, 30-Specilizedshop, 10-Exclusive organic retail outletsStatistical analysis:•Cross tabulation•Bar charts, pie charts• Simple averageStatistical Analysis
  • 5. Age and genderMonthly household income
  • 6. OccupationShopping Habits of the People(Age Based Classification)
  • 7. Relation between average monthly income,where they shop and their perceptionabout the food they buyPLACE SCALE Below 10,000 10,000-20,000 20,000-30000 Above30,000supermarket safe to eat agree 0 1 6 7 14neutral 3 9 7 3 22disagree 0 4 0 0 4Total 3 14 13 10 40Specialized shop safe to eat strongly agree 0 0 0 1 1agree 0 0 1 25 26neutral 0 0 3 3Total 0 0 4 26 30Open market safe to eat strongly agree 0 2 1 3agree 1 2 2 0 5neutral 7 5 0 12Total 8 9 3 0 20Exclusive organicretail outletsafe to eat strongly agree 0 0 10 10Total 0 0 0 10 10HealthyFood consumed is healthy051015202530agreeneutraldisagreestronglyagreeagreeneutralstronglyagreeagreeneutralstronglyagreesupermarket specialised shop open market exclusiveorganicNumberofpeopleBelow 10,00010,000-20,00020,000-30000Above 30,000
  • 8. Good qualityFood consumed is of good quality024681012141618agreeneutraldisagreestronglyagreeagreeneutraldisagreeagreeneutraldisagreestronglyagreeSupermarket Specialized shop Open market ExclusiveorganicretailNumberofpeoplebelow10,00010,000-20,00020,000-30000above30,000Reasonably pricedFood consumed is resonably priced024681012stronglyagreeagreedisagreestronglyagreeagreedisagreestronglyagreeagreedisagreeagreedisagreesupermarket specialized shop open market exclusiveorganicbelow10,00010,000-20,00020,000-30000above30,000
  • 9. Consumer has enough information about how the foodwas produced and processed0510152025agreedisagreeagreedisagreeagreedisagreeagreedisagreesupermarket Specialized shop open market exclusive organicretail outletBelow10,00010,000-20,00020,000-30000Above30,000InformationAwareness Level Of OrganicFood Among ConsumerSalary TotalPLACE SCALE below 10,000 10,000-20,000 20,000-30000 above 30,000supermarket know aboutorganic foodknows 0 2 3 10 15unknown 3 12 10 0 25Total 3 14 13 10 40specialized shop know aboutorganic foodknows 0 0 0 26 26unknown 0 0 4 4Total 0 0 4 26 30open market know aboutorganic foodknows 0 1 0 0 1unknown 8 8 3 0 19Total 8 9 3 0 20exclusiveorganic retailoutletknow aboutorganic foodknows 0 0 0 10 10Total 0 0 0 10 10
  • 10. Effect Of AdvertisementInternet and WOM arethe main source ofawarenessReligious Activity andleaflet from exclusive outlet has greater impact onconsumerNeed of CertificationSalary TotalPLACE SCALE below 10,000 10,000-20,000 20,000-30000 above 30,000supermarket need to know thetraceability andtrust worthinessof organic foodagree 0 2 3 10 15Total 0 2 3 10 15specialized shop need to know thetraceability andtrust worthinessof organic foodstronglyagree0 0 0 26 26Total 0 0 0 26 26open market need to know thetraceability andtrust worthinessof organic foodagree 0 1 0 0 1Total 0 1 0 0 1exclusive organicretail outletneed to know thetraceability andtrust worthinessof organic foodStronglyagree0 0 0 10 10Total 0 0 0 10 10
  • 11. Constraint (ranking)PLACE SCALE SALARY Total10000-20000 20000-30000 above 30000supermarket CONST1 price 0 0 4 4availability 0 0 3 3ignorance 2 3 1 6Total 2 3 8 13specialized store CONST1 price 0 0 3 3availability 0 0 14 14ignorance 0 0 3 3lack of certification 0 0 6 6Total 0 0 26 26open market CONST1 price 1 0 0 1ignorance 1 0 0 1Total 2 0 0 2exclusive organicstoreCONST1 price 0 0 2 2availability 0 0 8 8Total 0 0 10 10Constraint-2PLACE SCALE SALARY Total10000-20000 20000-30000 above 30000supermarket CONSTRAINT2price 0 0 1 1availability 2 3 3 8ignorance 0 0 4 4Total 2 3 8 13specializedstoreCONSTRAINT2price 0 0 2 2availability 0 0 9 9ignorance 0 0 1 1lack ofcertification0 0 11 11Total 0 0 23 23open market CONSTRAINT2availability 1 0 0 1ignorance 1 0 0 1Total 2 0 2exclusiveorganic storeCONSTRAINT2price 0 0 8 8Total 0 0 8 8
  • 12. Constraint-3PLACE SCALESALARY Total10000-20000 20000-30000 above 30000supermarket CONSTRAINT-3 price 2 3 3 8availability 2 2ignorance 3 3lack ofcertification1 1Total 2 3 9 14specialized store CONSTRAINT-3 price 2 2lack ofcertification5 5Total 7 7open market CONSTRAINT-3 price 2 2availability 1 1Total 3 3exclusive organicstoreCONSTRAINT-3 lack ofcertification3 3Total 3 3After giving weightage05101520253035price availability Ignorance/lackof awarenessLack ofcertificationConstraint to switch to organic food
  • 13. InferencesAware andpurchaseAware but notpurchaseNeither awarenor purchasedBelow1000010000TO2000020000TO30000Above3000011 20 173 3 1036Contd….The awareness about organic food is not high…..Among the People who are aware about organicfood, major portion don’t have any clear definition.The lack of certification for identifying the organicfood products can be one of the causes.Lack of availability is often cited as the reason fornon purchase of food productsNo effective promotions
  • 14. ConclusionNow the time has come when the producers has toemphasize on effective promotional mix andavailability of organic food with propercertification……..THANK YOU

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