It is regarding purchase behaviour of consumers for organic food products

1. Consumer Buying behaviour towards
Organic Food Products
Submitted By: Chetna Gupta (2K20/DMBA/34)

2. PROBLEM STATEMENT
• According to the ASSOCHAM-EY joint report the local consumption of organic produce is still at
a nascent stage with a market share of less than 1%. In comparison to non-organic food
consumption, the proportion of organic food products is minimal.
• Although there has been a marked improvement in the level of awareness regarding organic
products, many consumers are unaware of its benefits thereby providing no incentives for
increased supply and resulting in organic products being priced higher than their conventional
variants.
• A situation like this implies the significance of consumer behaviour research, especially the
consumer's attitude towards purchasing food that is organic.The purpose of this research was to
identify influential factors on consumer buying behaviour towards organic food in Delhi-NCR
region.

3. RESEARCH OBJECTIVES AND METHODOLOGY
OBJECTIVES METHOD APPLIED
To understand factors that affect buying behaviour of
consumers in Delhi-NCR towards organic food products.
Association between buying intention and the three
constructs ofTPB namely Attitude towards behaviour,
Subjective Norms and Perceived control behaviour was
analysed using Chi-SquareTest and Correlation.
To study the relationship between awareness and
knowledge levels of consumers and their demographic
variables like gender, income, education and age.
Chi-Square test was used to find association between
demographic variables and awareness levels of
consumers.
To understand the nature of variables like health, trend,
availability of organic food products, limited ads and
higher cost on consumer preferences
Descriptive Statistics was used to understand
independent nature of these variables.

4. DATA AND SAMPLE
• The questionnaire which was circulated had 16 questions in all.
• The total number of responses were 166.The total number of females are 54 and males are 112.
• It was proceeded by questions regarding the awareness of consumers regarding organic food products.
Further questions were devised regarding consumer buying behaviour keeping the three constructs given
in the theory of planned behaviour.

5. FINDINGS
1. Factors affecting consumer buying behaviour towards organic food products
Selective Norms
• Q: Do you agree it is trendy to buy organic
food products.
• H0:There is no relationship between
selective norms on consumer choice to buy
organic food products.
• P-value was less than significance value. H0
was rejected.
• Majorly those people who agree that
buying organic food products is trendy
bought organic food.
Attitude towards behaviour
• Q1.Though the organic food product is
regarded healthy, the lack of trust on the
originality of organic food product is a
reason for not buying the organic food
product. Do you agree? Q2. Do you find
organic food products tasty?
• H0:There is no relationship between
Attitude on consumer’s intention to buy
organic food products.
• P-value was less than significance value. H0
was rejected.
• People who agreed that organic food
products are tasty preferred and bought it.
• Majority of people who strongly agreed
that they had lack of trust on the originality
of organic food product didn’t buy organic
food
Perceived Behavioural Control
• Q: Does higher cost of organic food
products prevents you from buying them?
• H0:There is no relationship between
perceived behavioural control on
consumer’s intention to buy organic food
products.
• P-value was less than significance value. H0
was rejected.
• Many people who agreed that organic food
products are costly didn't buy organic food.

6. FINDINGS CONTD…
 The health-conscious variable and trendy variable are highly related with intention of buyer to buy
which means that people prefer organic food because it is healthy and trendy.
 There is very less correlation between easily available and prefer and buy variable which means
that people find it hard to buy organic food products because they are not easily available.
 The negative correlation of variable higher cost and limited ads imply that consumers don’t prefer
and buy organic food products because they are expensive and have limited advertisements.

7. FINDINGSCONTD…
2. Awareness association with Demographics of Respondents
Variable 1 Variable 2 Degree of freedom p-value
Awareness Gender 1 0.00**
Awareness Age 3 0.00**
Awareness Income 3 0.00**
Awareness Education 2 0.00**
The p value was .000 for all the demographic characteristics which was less than the level
of significance (.001). Therefore, the null hypothesis was rejected and it was concluded that
there was a statistically significant association between awareness level and demographic
characteristics such as gender, age, education and household income of the respondents.

8. FINDINGS CONTD…
3. Descriptive Statistics
• The data for health consciousness shows that data is
positively skewed and it has the highest sum which indicates
that majority people agree that organic food products are
healthier and is one of the reasons to buy.
• The data regarding availability of organic food products has
negative kurtosis which means its peak level is less than
normal distribution.The data shows that most people
disagree that organic food is easily available which means it is
a barrier in purchase of organic food products.
• The data regarding trendy food shows that many people feel
that it is a style statement to buy organic food products and
they buy organic food products because it is very trendy and
since other people are buying it so they do get influenced by
them.
• The data regarding Limited ads shows that majority people
agree to the fact that very less ads are there to promote
organic food products.
• The data regarding higher cost shows that more than 50%
people agree that organic food products are very costly which
again is a barrier in purchase of organic food products.
Healthy Score Easily Available Trendy Limited Ads Higher Cost
Mean 3.734939759Mean
2.86144
6Mean 3.46988Mean
3.75301
2Mean
3.44578
3
Standard Error
0.05279253
6Standard Error
0.07246
1Standard Error
0.06318
5Standard Error
0.05228
4Standard Error
0.06366
3
Median 4Median 3Median 4Median 4Median 4
Mode 4Mode 3Mode 4Mode 4Mode 4
Standard
Deviation
0.68018424
2
Standard
Deviation
0.93359
3
Standard
Deviation
0.81407
8
Standard
Deviation
0.67363
1
Standard
Deviation
0.82024
4
Sample
Variance
0.46265060
2
Sample
Variance
0.87159
5
Sample
Variance
0.66272
4
Sample
Variance
0.45377
9
Sample
Variance 0.6728
Kurtosis
-
0.82411056
8Kurtosis -0.07403Kurtosis
-
0.56087Kurtosis
-
0.24819Kurtosis
1.79838
1
Skewness
0.38585014
3Skewness
0.19012
6Skewness
-
0.51582Skewness
-
0.02048Skewness -1.32467
Range 2Range 4Range 3Range 3Range 4
Minimum 3Minimum 1Minimum 2Minimum 2Minimum 1
Maximum 5Maximum 5Maximum 5Maximum 5Maximum 5
Sum 620Sum 475Sum 576Sum 623Sum 572
Count 166Count 166Count 166Count 166Count 166

9. DATA ANALYSIS
• According to the analysis it is observed that males are more aware about organic food products than
females.
• According to the data the awareness level has increased with age of respondents.
• The awareness level is more in segments of higher income group consumers.
• The awareness level was more in segments of consumers who are highly educated.
• There was a lack of trust among majority of consumers regarding originality of organic food products which
prevented them from buying them.
• According to the data respondents felt there were limited ads on organic food products which affected
them in buying these products negatively.
• The health-consciousness factor influenced people in buying organic food products positively.

10. IMPLICATIONS
• There is lack of awareness regarding organic food products in low income
and less educated segments. Government and Manufactures should devise
good marketing campaigns to increase awareness about organic food
products.
• To increase trust regarding originality of organic food products in consumers
manufactures should design attractive packaging with an eco-label that
informs the potential consumer of all the characteristics of the product and
can convey trust to consumers

11. RECOMMENDATION
• Price should be reduced as people with low-income group are inclined towards purchasing non-
organic foods. Businesses and governments should work together to promote innovation in the
field or organic farming to reduce the cost of production. Better production and distribution at
lesser cost will reduce prices leading to increased demand, which will in turn will lead to
economies of scale and lower production.
• Other possible moderating variables could be studied, such as culture or country.The researcher
also suggests adding constructs or variables in future studies such as alternate attractiveness,
perceived cost, perceived usefulness, perceived performance, family member’s role distributions
etc. for better understanding of attitude and behaviours. Further, the impact of digitization on
the sale of organic food products can also be studied in the future.

12. CONCLUSION
• According to the findings of the study, consumer behaviour plays a significant role in the
purchase of organic food products.
• Organic food marketers must be innovative and dynamic in order to meet the changing
purchasing habits of people for organic food products.
• The marketers should target the females, low income group and less educated segments
of people as they are less aware about organic food products in order to increase the
reach of their products.
• The primary reason for purchasing an organic food product was health concerns.
• Though the organic food product was regarded as healthy, a lack of trust in the
originality of the organic food product was another reason why the organic food product
was not purchased in the study area.
• The higher cost and not easy availability of organic food products posed another barrier
in the purchase of organic food products.

13. LIMITATIONS
• It would be advisable to have obtained a greater number of responses to
increase its representativeness, in addition to including a greater number of
questions that could measure the variables more accurately.
• The challenge of finding relationship of intention of consumer to buy
organic food products with subjective norms, attitude and perceived
behavioural control was achieved by Chi-Square test but the relationship of
intention of consumer with their behaviour was not put to test directly.This
is one of the limitations of this research.

14. THANKYOU