BBA MAJOR PROJECT REPORT

1. I
Major Project Report on
Customer's Perception Towards Organic Food Products in
West Delhi
Submitted in partial fulfilment of the requirements for the award of the
degree of
Bachelor of Business Administration (BBA)
To
Guru Gobind Singh Indraprastha University, Delhi
Submitted to: Submitted by:
Guide Name: Jyoti Bhambhani Deepanshu Bhatia
(Associate Professor) Roll No.:01721101716
Batch:2016-2019
Institute of Information Technology & Management,
New Delhi – 110058
2018-2019

2. II
TABLE OF CONTENTS
S. No. Topic Page
No
1. Certificate I
2. Acknowledgement II
3. Assignment Directive III
4. Executive Summary VI
5. Chapter-1: Introduction 1
6. Chapter-2: Literature Review 11
7. Chapter-3: Research Methodology 14
8. Chapter-4: Data Analysis and Interpretation 18
9. Chapter-5: Findings and Conclusion 40
10. References 46
11. Appendix 47
LIST OF SYMBOLS
S. No Symbol Meaning
1 % Percentage
LIST OF ABBREVIATIONS
S. No Abbreviated Name Full Name
1 S No. Serial Number

3. I
CERTIFICATE
I, Mr. Deepanshu Bhatia, Roll No. 01721101716 certify that the Project Report on (BBA-
310) entitled “Customer's Perception Towards Organic Food Products in West Delhi” is
done by me and it is an authentic work carried out by me at Institute Of. The matter
embodied in this project work has not been submitted earlier for the award of any degree or
diploma to the best of my knowledge and belief.
Signature of the Student
Date:
Certified that the Project Report (BBA-310) entitled “Customer's Perception Towards
Organic Food Products in West Delhi” done by Mr. Deepanshu Bhatia, Roll No.
01721101716, is completed under my guidance.
Signature of the Guide
Date:
Name of the Guide:
Designation:
Address:
Institute of Information Technology & Management,
New Delhi-110058
Countersigned
Director/Project Coordinator

4. I
I
ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep regards to my guide Dr.
Jyoti Bhambhani for her exemplary guidance, monitoring and constant encouragement
throughout the course of this major project report. The blessing, help and guidance given
by her from time to time have been highly significant.
I also take this opportunity to express a deep sense of gratitude to Dr. Sheela Bhargava,
head of management department, Institute of Information Technology and Management,
for her cordial support, valuable information and guidance, which helped me in completing
this task through various stages.
I am obliged to library facility and to the staff members of Institute of Information
Technology and Management, for the valuable information provided by them in their
respective fields. I am grateful for their cooperation during the period of my assignment.
Lastly, I thank almighty, my parents, sisters, brothers and friends for their constant
encouragement without which this project would not be possible.
Deepanshu Bhatia
Roll No: 01721101716
Date:

5. III
Institute of Information Technology & Management, New Delhi
Assignment No: BBA/310/ 01721101716
Major Project (Paper Code: 310): BBA SEMESTER VI
BACKGROUND: UNIVERSITY SCHEME
Students of BBA Semester VI are to carry out a project as part of curriculum. At the end of the
semester the students are to submit a written project report. The objective of this Circular is to
standardise the format of submission of the project report and to lay guidelines to conduct the
project including methodology. This project work is the training for applying theoretical
concepts, tools & techniques to a live situation/problem and writing a Technical Report.
OBJECTIVES:
The academic objectives for major project and report writing are:
(a) Work & gain knowledge of real business environment,
(b) Analyse how theoretical concepts taught are applied/not applied in real
situations,
(c) Analyse best practices of a company/industry in different functional areas,
(d) Enhance analytical & application abilities of students, and
(e) Develop skills in technical report writing through data collection, data analysis,
data presentation and draw lessons cogently vis-à-vis a given firm or company.
SCOPE OF REPORT WRITING:
The topic on which you will be preparing your major project report is “Customer's Perception
Towards Organic Food Products in West Delhi” .The project report is to be compiled under
the following chapters as per details given in Academic Circular 4/2008(Revised on January 2,
2016):
(a) Introduction
(b) Literature Review
(c) Methodology
(d) Data Analysis & Interpretation

6. IV
(e) Findings and Conclusion
Each student is to collect material on the aspects as mentioned above and arrange it in cogent
manner. One copy of the report is to be submitted to the respective guide as per the schedule
given in the following paragraph.
SCHEDULE & EVALUATION SCHEME:
To be
Completed by
Date
Activity Marks
Allotted
Remarks
25th
January,
2019
Briefing about the project guidelines
to the students.
28th
2019
January, Submission of Project Proposal to the
respective guide & finalisation of
title, objectives, scope &
methodology.
5 Refer Appendix A
11th
2019
February, Submission of Questionnaire (after
prior discussion with Project Guide)
and Chapter-1 & 2.
5
25th
2019
February, Submission of Chapter-3, Data
analysis & Interpretation (Chapter-4)
and Chapter-5.
10
5th
March, 2019 First Draft of
respective guide.
the report to the Refer Appendix B
& C
15th
March, 2019 Submission of Final Report (one hard
copy in spiral binding) to the
respective guide.
5
2rd
, 3th
, 4th
& 5th
April, 2019
Internal Presentation and Viva to the
Internal Board of Examiners.
15 A power point
presentation of 10
minutes and viva
by each student
13th
April, 2019 Submission of 2 copies Final Hard
Bound Report and CD to the
respective guide.
10
April 4th
Week
(Tentative date)
External Viva before the external
examiner.
50 Project Viva
Total Marks 100
FORMAT FOR COMPILATION:
The report is to be compiled and submitted as per the format laid down in Academic Circular
4/2008 (Revised on 02-01-2016). All students are to strictly adhere to the format.

7. V
SUBMISSION:
Final report completed in all respects is to be submitted to the guide as per the schedule given
above.
CAUTION: This report is independent work to be conducted by each student
individually. Any previous work or borrowed work will be summarily rejected and in all
cases of rejection the work is to be repeated afresh.
Assignment Prepared by Project Coordinator (BBA-VI)
Dr. Jyoti Bhambhani (Ms. Asha Chauhan)
Countersigned
Prof (Dr) Prerna Mahajan
Director
Note: This Assignment Directive shall form part of the dissertation.

8. 1
EXECUTIVE SUMMARY
CHAPTER I consist about the introduction of organic food products and its types. Also
discuss about the Awareness of organic food products among the consumers focusing on
organic food products and demographic factors which affecting the consumer perception and
attitude towards the usage of organic food products.
CHAPTER II consist about Review of Literature. Research is still insufficient in case of
India. It was also observed that, hardly any extensive study has been carried out in India to
examine the insight of consumers in consumption of organic food products as well as
establishments using organic food products. Further, the existing studies have focused their
attention predominantly on the usage of organic food products. The contemporary study also
considers the factors like age, gender, educational qualification, monthly income and
occupation. It also evaluates the present status and developments of organic food products in
India
CHAPTER III consist about the methodology. Research methodology consist about the
research design, sampling size, sampling technique, data collection and analysis tools. It is a
way to systematically solve the research problem. It may be understood as a science of
studying how research is done systematically. In fact, research is an art of scientific
investigation. In that various steps, those are generally adopted by a researcher in studying his
problem along with the logic behind them. “The procedures by which researchers go about
their work of describing, explaining and predicting phenomenon are called methodology”.
CHAPTER IV consist about the analysis and interpretation of data collected by
questionnaire. One of the important steps is to analyze the data and discuss the findings. In
this part researchers will discuss the empirical findings from this study. The data analysis
mainly concerns primary data collected in the form of questionnaires.
CHAPTER V consist about findings, recommendation, limitation, conclusion, future scope
of study. The purpose of the research was to study the significant difference in consumer
perception and attitude towards Organic Food Products on the basis of demographic profile
and also study the awareness, consumer preference to spend and the influencing factors behind
the use of Organic Food Products.

9. 2
CHAPTER-1
(INTRODUCTION)

10. 3
1.1 INTRODUCTION
What does “organic” mean?
The term “organic” refers to the way agricultural products are grown and processed. Organic livestock
raised for meat, eggs, and dairy products must have access to the outdoors and be given organic feed.
They may not be given antibiotics, growth hormones, or any animal by-products.
There is no common definition of “organic” due to the fact that different countries have different
standard for products to be certified “organic”. In simplest words organic foods are minimally
processed to maintain the integrity of the food without artificial ingredients, preservatives or
irradiation. Organic products are obtained by processes friendly to the environment, by cultivation
techniques that consider both the attributes of the final product and the production methods.
A wide range of consumers of organic food and non organic food were addressed and scrutinized to
obtain their observations and visions towards organic food. All organic food consumers are not having
the same method of approach towards organic food. Subsequently the statistical process guides us to
comprehend the relation and the model of the consumer behavior trends in organic food in India.
The Definition of the word “Organic”, an ecological management production system that promotes
and enhances biodiversity, biological cycles and soil biological activity. It is based on the minimal
use of off-farm inputs and on management practices that restore, maintain and enhance “ecological
harmony”. Organic Food Products in India are produced by the Organic Farming.
So, let’s understand some more about organic Farming in India.

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1.2 ORGANIC FARMING IN INDIA
The approach and outlook towards agriculture and marketing of food has seen a quantum change
worldwide over the last few decades. Whereas earlier the seasons and the climate of an area
determined what would be grown and when, today it is the "market" that determines what it wants
and what should be grown. The focus is now more on quantity and "outer" quality (appearance) rather
than intrinsic or nutritional quality, also called "vitality". Pesticide and other chemical residues in food
and an overall reduced quality of food have led to a marked increase in various diseases, mainly
various forms ofcancer and reduced bodily immunity. This immense commercialization of agriculture
has also had a very negative effect on the environment. The use of pesticides has led to enormous
levels of chemical buildup in our environment, in soil, water, air, in animals and even in our own
bodies. Fertilizers have a short-term effect on productivity but a longer-term negative effect on the
environment where they remain for years after leaching and running off, contaminating ground water
and water bodies. The use of hybrid seeds and the practice of monoculture have led to a severe threat
to local and indigenous varieties, whose germplasm can be lost forever. All of this is for
"productivity". In the name of growing more to feed the earth, we have taken the wrong road of
unsustainability. The effects already show - farmers committing suicide in growing numbers with
every passing year; the horrendous effects of pesticide sprays by a government-owned plantation in
Kerala some years ago; the pesticide contaminated bottled water and aerated beverages are only some
instances. The bigger picture that rarely makes news however is that millions of people are still
underfed and where they do get enough to eat, the food they eat has the capability to eventually kill
them. Yet, the picture painted for the future by agro-chemical and seed companies and governments
is rosy and bright .Another negative effect of this trend has been on the fortunes of the farming
communities worldwide.
This is where organic farming comes in. Organic farming has the capability to take care of each of
these problems. Besides the obvious immediate and positive effects organic or natural farming has on
the environment and quality of food, it also greatly helps a farmer to become self-sufficient in his

12. 5
requirements for agro-inputs, and reduce his costs. Chemical agriculture and the agriculture and food
distribution systems have developed, propagated, sustained and now share a symbiotic relationship
which affects each of us in many ways.
Organic farming was practiced in India since thousands of years. The great Indian civilization thrived
on organic farming and was one of the most prosperous countries in the world, till the British ruled
it.
In traditional India, the entire agriculture was practiced using organic techniques, where thefertilizers,
pesticides, etc., were obtained from plant and animal products.
Organic farming was the backbone of the Indian economy and cow was worshipped (and is still done
so) as a god. The cow, not only provided milk, but also provided bullocks for farming and dung which
was used as fertilizers.
Organic food has become very popular. But navigating the maze of organic food labels, benefits, and
claims can be confusing. Is organic food really better for your mental and physical health?? What do all
the labels mean? This guide can help you make better choices about shopping organic, including what to
focus on and how to make eating organic more affordable.
1.3 BENEFITS OF ORGANIC PRODUCTS
How food is grown or raised can have a major impact on your mental and emotional health as well as the
environment. Organic foods often have more beneficial nutrients, such as antioxidants, than their

13. 6
conventionally-grown counterparts and people with allergies to foods, chemicals, or preservatives often
find their symptoms lessen or go away when they eat only organic foods.
Organic produce contains fewer pesticides. Chemicals such as fungicides, herbicides, and insecticides
are widely used in conventional agriculture and residues remain on (and in) the food we eat.
Organic food is often fresher because it doesn’t contain preservatives that make it last longer. Organic
produce is often (but not always, so watch where it is from) produced on smaller farms near where it is
sold.
Organic farming is better for the environment. Organic farming practices reduce pollution, conserve
water, reduce soil erosion, increase soil fertility, and use less energy. Farming without pesticides is also
better for nearby birds and animals as well as people who live close to farms.
Organically raised animals are NOT given antibiotics, growth hormones, or fed animal
byproducts. Feeding livestock animal byproducts increases the risk of mad cow disease (BSE) and the
use of antibiotics can create antibiotic-resistant strains of bacteria. Organically-raised animals are given
more space to move around and access to the outdoors, which help to keep them healthy.
Organic meat and milk are richer in certain nutrients. Results of a 2016 European study show that
levels of certain nutrients, including omega-3 fatty acids, were up to 50 percent higher in organic meat
and milk than in conventionally raised versions.
Organic food is GMO-free. Genetically Modified Organisms (GMOs) or genetically engineered (GE)
foods are plants whose DNA has been altered in ways that cannot occur in nature or in traditional
crossbreeding, most commonly in order to be resistant to pesticides or produce an insecticide.

14. 7
Unlike organic standards, there is no specific definition for “local food”. It could be grown in your local
community, your state, your region, or your country. During large portions of the year it is usually possible
to find food grown close to home at places such as a farmer’s market.
1.4 ORGANIC VS NON ORGANIC
Organic produce: Conventionally-grown produce:
Grown with natural fertilizers (manure, compost). Grown with synthetic or chemical fertilizers.
Weeds are controlled naturally (crop rotation, hand
weeding, mulching, and tilling).
Weeds are controlled with chemical herbicides.
Pests are controlled using natural methods (birds,
insects, traps) and naturally-derived pesticides.
Pests are controlled with synthetic pesticides
Organic meat, dairy, eggs: Conventionally-raised meat, dairy, eggs
Livestock are given all organic, hormone- and GMO-
free feed.
Livestock are given growth hormones for faster
growth, as well as non-organic, GMO feed.
Disease is prevented with natural methods such as
clean housing, rotational grazing, and healthy diet.
Antibiotics and medications are used to prevent
livestock disease.
Livestock must have access to the outdoors. Livestock may or may not have access to the outdoors.

15. 8
1.5 THE BENEFITS OF LOCALLY GROWN FOOD
Financial: Money stays within the local economy. More money goes directly to the farmer, instead of to
things like marketing and distribution.
Transportation: Produce must be picked while still unripe and then gassed to “ripen” it after transport.
Or the food is highly processed in factories using preservatives, irradiation, and other means to keep it
stable for transport.
Freshness: Local food is harvested when ripe and thus fresher and full of flavor.
1.6 DOES ORGANIC MEAN PESTICIDE FREE ?
As mentioned above, one of the primary benefits of eating organic is lower levels of pesticides. However,
despite popular belief, organic farms do use pesticides. The difference is that they only use naturally-
derived pesticides, rather than the synthetic pesticides used on conventional commercial farms. Natural
pesticides are believed to be less toxic, however, some have been found to have health risks. That said,
your exposure to harmful pesticides will be lower when eating organic.
1.7.1 FRUITS AND VEGETABLES WHERE ORGANIC LABELS MATTERS THE MOST
The following fruits and vegetables have the highest pesticide levels so are best to buy organic:
 Apples
 Sweet Bell Peppers
 Cucumbers
 Celery
 Potatoes
 Grapes
 Kale/Collard Greens
 Summer Squash
 Nectarines (imported)
 Peaches
 Spinach
 Strawberries

16. 9
 Cherry Tomatoes  Hot Peppers
1.7.2 FRUITS AND VEGETABLES YOU DON’T NEED TO BUY ORGANIC
Known as the “Clean 15”, these conventionally-grown fruits and vegetables are generally low in
pesticides.
 Asparagus
 Avocado
 Mushrooms
 Cabbage
 Sweet Corn
 Eggplant
 Kiwi
 Mango
 Onion
 Papaya
 Pineapple
 Sweet Peas (frozen)
 Sweet Potatoes
 Grapefruit
 Cantaloupe
1.8.1 WAYS TO KEEP THE COST OF ORGANIC FOOD WITHIN YOUR BUDGET
Shop at farmers’ markets. Many cities, as well as small towns, host a weekly farmers’ market, where
local farmers sell their produce at an open-air street market, often at a discount to grocery stores.
Join a food co-op. A natural foods co-op, or cooperative grocery store typically offers lower prices to
members, who pay an annual fee to belong
Join a Community Supported Agriculture (CSA) farm, in which individuals and families join up to
purchase “shares” of produce in bulk, directly from a local farm. Local and organic!

17. 10
1.8.2 ORGANIC FOOD BUYING TIPS
Buy in season – Fruits and vegetables are cheapest and freshest when they are in season. Find out when
produce is delivered to your market so you’re buying the freshest food possible.
Shop around – Compare the price of organic items at the grocery store, the farmers’ market and other
venues (even the freezer aisle).
Remember that organic doesn’t always equal healthy –Making junk food sound healthy is a common
marketing ploy in the food industry but organic baked goods, desserts, and snacks are usually still very
high in sugar, salt, fat, or calories. It pays to read food labels carefully.
1.8.3 WHY ORGANIC FOOD IS MORE EXPENSIVE?
Organic food is more labor intensive since the farmers do not use pesticides, chemical fertilizers, or drugs.
Organic certification is expensive and organic feed for animals can cost twice as much. Organic farms
tend to be smaller than conventional farms, which means fixed costs and overhead must be distributed
across smaller produce volumes without government subsidies.

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1.9 Table 1 MAIN ORGANIC AGRICULTUTRAL PRODUCTS IN INDIA
Sl
No
Products Sl
No
Products
1 Bajra-mustard-
wheat
15 Dungarpur Pulses-
cereals
2 Chilly 16 Bajra
3 Cereals-cereals 17 Mustard
4 Cereals-pulses 18 Til
5 Kholar 19 Wheat
6 Maize 20 Nagour Guar-cumin
Ginger 21 Guar-wheat
8 Soybean 22 Moong
9 Large cardamom 23 Mustard
10 Passion fruit 24 Ganganagar Cotton
11 Bhilwara Urd 25 Jaisalmer Bajra
12 Bharatpur Bajra 26 Jhunjhunu Pulses
13 Alwar
Wheat and bajra
27 Banswara Maize
14 Cotton-grass 28 Jaipur Guar

19. 12
CHAPTER-2
(LITERATURE REVIEW)

20. 13
2.1 REVIEW OF LITERATURE
The literature review pointed out that most of the research work in this area done till now has been
only limited to developed countries like United States and other developing countries. But research
is still insufficient in case of India. It was also observed that, hardly any extensive study has been
carried out in India to examine the insight of consumers in consumption of organic food products
as well as establishments using organic food products. Further, the existing studies have focused
their attention predominantly on the usage of organic food products The contemporary study also
considers the factors like age, gender, educational qualification, monthly income and occupation.
It also evaluates the present status and developments of organic foor products in India
2.1.1 Dr. Nilima Varma (2016) shows the main reasons for purchasing organic food products are an
expectation of a healthier and environmentally friendly means of production. Organic buyers tend to be
older and higher educated than those who do not buy them.
2.1.2 Chinnadorai (2014) the growing awareness about the implication of global warming, non-bio
degradable solid waste, harmful impact of pollutants etc, both marketer and consumers are switching to
eco-friendly products and many companies have accepted their responsibility not to harm the environment
and not to waste the natural resources.
2.1.3 S.Suganya and Dr. S.Aravinth (2014) the people do aware of what is happening to the
surroundings with regards to the environment and ecology problems and most consumers perceived that
organic food product is healthier.

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2.1.4 Mithilesh Verma and V.K. Verma, (2013) the consumer thought that organic food products are
good for the environment as well as good for the human health but there is lack of more awareness
between consumers about organic food products.
2.1.5 M. Gomathi and Dr. Kalyani (2013) the awareness among the public about organic products are
less than 50%.
2.1.6 Golnaz Rezai, Phuah Kit Teng, Zainalabidin Mohamed and Mad Nasir Shamsudin (2012) the
respondents were aware of the green concept which is a strong indicator of consumers’ intention to go
green in food consumption.

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CHAPTER-3
(RESEARCH
METHODOLOGY)

23. 16
3.1 SCOPE AND IMPORTANCE OF STUDY
With rising concern of health issues and food safety, many consumers have turned their site to
organic products. The increased consumers' interest in organic food has been attributed among
others to the growing demand for food free from pesticides and chemical residues.
Organic food promotes a balance of human, other living organisms and the nature. It also
promotes no artificial preservatives and best maintain the originality of food. This prevents
excess use harmful ingredients and thereby ensures health.
This study attempted to gain knowledge about consumer attitude towards organic food product
consumption and to see whether there is any potential this might have for changing their
behaviour. The rationale for carrying out this study is that consideration for the environment
could come only from well-informed citizens who are aware of, and fully committed to their
rights to a quality health and environment. Nevertheless, before any behaviour can be changed,
it is necessary to evaluate the current state of consumers’ awareness and knowledge. Therefore
consumer’s attitude, perception towards organic food products, willingness to pay for organic
food product and intention to purchase organic food will be the main agenda of this study.
3.2 OBJECTIVES OF THE STUDY
1. To asses and evaluate the factors facilitate the consumption of organic products in the study
area.
2. To examine the consumers perception towards organic products in the study area.

24. 17
3.3 SOURCES OF DATA COLLECTION
Research methodology makes the most important contribution towards the enrichment of study.
In a research there are numerous methods and procedures to be applied but it is the nature of the
problem under investigation that determines the adoption of a particular method for all studies.
DATA COLLECTION
Primary Sources : Questionnaire and Personal interview
Secondary Sources : Reports and Websites
Primary data mean original data that have been collected specially for the purpose in mind. As far
as Primary Data is concerned, The Research was more of a sample survey; making the respondents
fill the Questionnaire has collected the data. The respondents have personally filled the
questionnaires and their attributes regarding the study were collected. For the purpose of Secondary
Data, the researcher has reviewed the literature like books by famous authors, internet searching
and different articles published in academics journals and magazines, newspapers, data from book
etc.
3.4 SAMPLE UNIT/SAMPLE SIZE
Sampling is that part of statistical practice concerned with the selection of individual observations
intended to yield some knowledge about a population of concern, especially for the purposes of
statistical inference. Each observation measures one or more properties of an observable entity
enumerated to distinguish objects or individuals. Survey weights often need to be applied to the
data to adjust for the sample design.
a) Sample Unit: It refers to the smallest possible individual eligible purchaser of organic products.
In the current study the sampling unit is purchaser of organic products.

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b) Sample Size: 100 consumers of organic products constitute the sampling size.
3.5 SAMPLING TECHNIQUES
Sampling Technique: The selection of the respondents will do on the basis of Random
sampling.
3.6 TOOLS USED FOR DATA ANALYSIS
Data Analysis & Interpretation – Classification & tabulation transforms the raw data collected
through questionnaire in to useful information by organizing and compiling the bits of data
contained in each questionnaire i.e., observation and responses are converted in to understandable
and orderly statistics are used to organize and analyze the data.
 Simple tabulation of data using tally marks.
 Calculating the percentage of the responses.
 Formula used = (no. of responses / total responses) * 100
Graphical analysis by means of bar graphs etc.
Tools for analysis
 Bar chart (Bar charts will be used for comparing two or more values that will be taken over
time or on different conditions, usually on small data set).

26. 19
CHAPTER-4
(DATA ANALYSIS &
INTERPRETATION)

27. 19
4.1 RESULTS AND DISCUSSIONS
Table 1. The Classification of Respondents Based on Gender
SL NO Gender No of respondents Percentage
1 Male 62 62
2 Female 38 38
Total 100 100
The above table-1 reveals that the 62% of Respondents were belonging to Male, remaining of
the 38% of the respondents were Female. Majority of the male respondents purchased organic
products.
Table 2. The classification of Respondents on their Age
SL NO Age No of Respondent Percentage
1 15- 25 years 22 22.0
2 25-40 31 31.0
3 40-50 26 26.0
4 Above 50 21 21.0
Total 100 100.0

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Figure 2. Age of the Respondent
The table: 2 shows that 22 percent of the respondents are in the Age between 15-25 Years
old, 31 percent of respondents are in age between 25-40 years, 26 percent of respondents are
in between 40-50 years old age and remaining 21percent of respondents are Above 50 years
old out of 100 Respondents. The ages between 40-50 years are well aware about organic
products, and they are the head of the family, so that they purchase more in the study area.

29. 21
Figure 3. Monthly Income of the respondents
Table 3. Monthly income of the respondents.
SL NO Income of the Family No of Respondent Percentage
1 1000-5000 9 9.0
2 50000-10000 21 21.0
3 10000-20000 53 53.0
4 Above 20000 17 17.0
Total 100 100.0

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Table 4. The classification of respondents based on their Qualification
SL No Qualification No of Respondent Percentage
1 Primary 9 9.0
2 Higher school 34 34.0
3 Graduation 54 54.0
4 Illiterate 3 3.0
Total 100 100.0
Figure 4. Qualification of the Respondent

31. 23
The table 4 shows that 54 percent of Respondents qualification is Graduate, 34 percent of
Respondents are having Higher School education, 9 percent of respondents are primary
education and remaining 3 percent of the respondents are Illiterate among out of 100
respondents. The respondents are aware a using organic products in the study.
Table 5. The classification of respondents based on Total Family Members in the House hold.
SL No Total Family
Members
No of
Respondents
Percentage
1 2-3 26 26.0
2 3-5 49 49.0
3 5-7 18 18.0
4 More than 7 7 7.0
Total 100 100.0

32. 24
Figure 5. Family Members in the House hold, among respondents
The table 5 shows that 26 percent of the respondents are having between 2-3 members in a
family, 49% of respondents having 3-5 members, 18% of respondents having 7 members and
remaining 7% of respondents having more than 7members in a family. out of 100 respondents,
in the study area.
Table 6. Preference for Organic products, among respondents
SL No Preference No of
Respondents
Percentage
1 Yes 100 100.0
2 No 0 0
Total 100 100.0

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Figure 6. Respondents Preference for Organic products.
The table 6 shows that preferences for organic products among respondents in the study area.
All the respondents preferred organic products and they are consuming the same, in the opinion
that using of organic products, maintenance of good health.
Table 7. The classification Respondents based on frequently purchase of products
SL No Duration No of
Respondents
Percentage
1 Daily 64 64.0
2 Weekly 34 34.0
3 Once a month 2 2.0
4 Few Times a Year 0 0.0
Total 100 100.0

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Figure 7. Buying frequency of organic products.
The table 7: shows that the 64 percent of respondents are buying Daily Organic products,
because most of the organic products are perishable in nature, 34 percent of Respondents are
weekly once purchasing and remaining 2 percent of respondents once a month a purchasing of
organic products out of 100 Respondents.
Table 8. Place of Purchase of organic products by the Respondents.
SL No Purchasing Place No of
Respondents
Percentage
1 Super/ Retail Markets 11 11.0
2 Organic Stores 76 76.0
3 Producers Farm 13 13.0
4 Others 0 0.0
Total 100 100.0

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Figure 8. Where do you buy the organic products
The figure 8 clearly shows that 76 percent of the respondents purchase the organic products in
organic stores because of quality, freshness, price and other factors; and the rest of the 24
percent of the respondents go for nearer producer’s farm and some of the people go for super
markets and retail shops.

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Table 9. Reasons for purchase of the Organic Products.
SL No Reasons No of
Respondents
Percentag
e
1 Maintain Good Health 58 58.0
2 Prefer taste/ feelings 14 14.0
3 Quality of food 26 26.0
4 Low Price 2 2.0
Total 100 100.0
Figure 9. Reasons for purchase of the Organic Products.
The table 9 describes that the 58 percent of respondents prefer organic food to maintain good
health , 14 percent of respondents prefers for its taste and other feelings ,and 26 percent of
respondents are prefers to Quality of food and remaining 2 percent of the respondents were
prefers as low price out of 100 respondents.

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Table 10. How Long Interested in Consumption of organic Products.
SL No Duration No of Respondents Percentage
1 Since 1 Year 19 19.0
2 2Years 25 25.0
3 3Years 30 30.0
4 More than 3 Years 26 26.0
Total 100 100.0
Figure 10. Consumption of organic Product

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The figure 10 shows the 30 percent of the respondents are purchasing organic products from
3 years, 26 percent of respondents are using more than 3 years, 25 percent of respondents are
using from 2 years and remaining 19 percent of respondents are using organic products since
1 year.
Table 11. Purchase of Different Kinds of Organic Products
SL No Types of Products No of Respondents Percentage
1 Food Products 23 23.0
2 Fruits and Vegetables 42 42.0
3 Beverages 14 14.0
4 Cereals and Pulses 5 5.0
5 Milk 16 16.0
Total 100 100.0
Figure 11. Purchase Different Kinds of Organic Products

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The table 11 clearly shows that the majority of the respondent(42% )are usually purchase of
fruits and vegetables because of the fruits and vegetables are perishable in nature, 23 percent
of people are using food products, and another 16 percent of people are purchasing milk and
remaining 5 percent of respondents are using cereals and pulses.
Table 12. Respondents based on The Economic downturn affected while purchase of organic
products.
SL No Economic downturn affected No of Respondents Percentage
1 Increased Spend 57 57.0
2 Stayed same 20 20.0
3 Reduced spent 23 23.0
4 Others 0 0.0
Total 100 100.0

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Figure 12. The Economic downturn affected while purchase of organic products.
The above table 12 shows that 57 percent of respondents are incurred more expenditure on
organic products because of it is more than non-organic products, 23 percent of respondent
were think that its reduces the expenditure, and remaining 20 percent of respondents thought
that there is no difference between organic and non-organic products.
Table 13. Respondents opinion towards Price of Organic Products.
SL No The price of organic products No of Respondents Percentage
1 Expensive 69 69.0
2 Too Low 3 28.0
3 Moderate 28 3.0
4 Others 0 0.0
Total 100 100.0

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Figure 13. The Respondents thinking about Price of Organic Products.
The table 13 indicates that the 69 percent of the respondents were opined that the organic
products are very expensive because of inputs and procurement costs are more than
conventional product ,28 percent of respondents were expressed as moderate and remaining 3
percent opined that its very low compare to non-organic products in the study area.

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Table 14. The Respondents reaction if frequently price rise of the organic products
SL No Reaction No of Respondent Percentage
1 Yes 86 86.0
2 No 14 14.0
Total 100 100.0
Figure 14. The reaction if price rise of the organic products
The table 14 clearly indicates that the 86 percent of the respondent are ready to purchase the
organic product even frequently increasing price in the future, and remaining 14 percent of
respondents are not able to purchase a organic products while frequently increasing the price
of organic products.

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Table 15. The sources of Supply of organic products.
SL No Source No of Respondent Percentage
1 Super markets 7 7.0
2 Direct Shops 10 10.0
3 Organicproduct
shops
73 73.0
4 Producers farm 10 10.0
Total 100 100.0
Figure 15. The sources of Supply of organic products
The table 15 clearly states that the maximum number (73 percent ) of the respondents were buy
organic products through organic products shops ,10 percent of the respondents were through
direct shops and producers farm each of 7 percent the of respondents were purchased in super
markets.

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Table 16. Reasons for not purchasing the organic products
SL No Reasons No of Respondent Percentag
e
1 Too expensive 12 12.0
2 Not enough choices 28 28.0
3 Not available regularly 59 59.0
4 Don’t like Packaging 1 1.0
Total 100 100.0
Figure 16. Reason for not purchasing the organic products
The figure 16 shows that the 59 percent of the respondents were could not purchase the organic
products because of the supply of organic products was not available regular, 28 percent of
respondents were rejected for limited choices of commodity, and remaining 12 percent of
respondents were reject to because too expensive price of organic products.

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Table 17. Ready to purchase of organic product, when the price is hiked
SL No Percentage No of Respondent Percentage
1 0-20% 18 18.0
2 20%-40% 41 41.0
3 40%-80% 36 36.0
4 More than 80% 5 5.0
Total 100 100.0
Figure 17. Percentage of cost raise when compare to non-organic products

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In the figure 17 shows that 41percent of respondents are ready to purchase when increased cost
between 20-40 percent of cost compare to non-organic products,36% of respondents are ready to
purchase between 40-80percent , and 18 percent of respondents are ready to purchase between 0-20
percent and remaining 5 percent of respondents are ready to purchase more than 80 percent
comparatively cost of organic products are hiked in the study area.
Table 18. Respondents ranking for organic products.
SL No Rank of organic products No of Respondent Percenta
ge
1 Good 18 18.0
2 Very Good 66 66.0
3 Better 13 13.0
4 Sameasnon-Organic
products
3 3.0
Total 100 100.0

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Figure 18. The Ranking of organic products by Respondents
The table 18 it shows that the 66 percent of Respondents were agreed the organic products as very
good when compared of non-organic products regarding all the aspects, 18% of respondents were
agreed organic products as good, 13 percent of respondents were agreed better place compared to no-
organic products, and remaining 3 percent of respondents were agreed there is no difference between
organic and non-organic products.

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CHAPTER -5
(FINDING AND
CONCLUSION)
5.1 FINDINGS

49. 41
The study reveals that a lot of problems are faced by respondents while purchasing the organic
products in the markets.
The Findings of the study are as follows.
 The main problems of organic consumers are irregular availability of organic products.
Sometimes, the organic consumer would purchase non organic products along with organic
products.
 The organic products are too expensive than non-organic products. So that the organic consumers
are not to purchasing more quantity of products.
 The varieties of organic products which are available in the market are limited.
 There is a lack of awareness about organic products to consumers.
 The organic products are not properly certified from any organic certified agency or authority.
 The organic products shops are limited in the city.
 There is a lack of technology for the procurement of organic products.
 The consumers are the convinced about higher price about organic products.
 The more number of organic products consumer are aged between 25-40 accented for 31 percent.
 The 54 percent of the organic products consumers are Graduates followed by High school
education with 34 percent.
 In West Delhi, out of 100 consumers every one preferred organic products.
 The 64 percent of the consumers purchase the organic products daily.
 The organic products stores are very few in west Delhi, whereas, 76 percent of the consumers are
purchased from organic stores, followed by Super markets with 11 percent.
 The 42 percent of the preferred to organic fruits and vegetables followed by food products with 23
percent in the study area.

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 The consumer opined that organic products maintain good health (58 percent), the quality of food
(26 percent) and good tastes (14 percent).
 The 69 percent of the consumers expressed their opinion towards price as expensive for organic
products.
 The 86 percent of the consumers are ready to purchase /consume the organic products, even the
price is high only 14 percent of the consumers are not ready to consume.
 The study reveals that the main sources of supply of organic products are organic products
outlets/shops in the study area.
 The main reasons for not to consume the organic products by the consumers are not availability of
organic products regularly and no choices are given in the organic products.
 The overall Ranking of organic products by the consumers as very good followed by good and
better with 66 percent and 18 percent and 13 percent respectively.
 The advertisement of organic products is very low when compare to non- organic products.
 Education background of the consumers is one of the important variables which influence the
purchase of the organic products. The result is show that there are no illiterate among the
respondent and majority of the consumers are graduate.
5.2 SUGGESTIONS
The following are the suggestion made based on the results of the study.
 There is a need to open organic products marketing shops every extension areas in the west Delhi.
 The Creation of awareness of organic products is necessary among consumers.
 Sustained improvement in product features would lead to increase in consumption of organic food
products.
 The increase frequency of viewing the advertisement of organic food products and better taste

51. 43
would influence the purchase organic food products. The influence of advertisement of organic
food products with an increase in education found particularly among consumers.
 To persuade to buy organic good products, the variables like familiarity, personal ideology, social
interaction and monitory cost and habits had greater influence in buying organic food products.
 The familiarity of the organic food products among customers depends on the promotional efforts
of the marketers. The availability organic food products need wider advertisement.
 Allocation of separate shares for organic food products in departmental stores
 Positioning organic food products by their specific attributes
 Positioning organic food products by influencing consumer beliefs about the benefits they derive
on consuming.
 Positioning by reputation for quality “only organic”.
 The attitudes of “never buying” could be modified by educating consumers on the benefits of
organic food products.
 The price premium is the major hindrance for non-buying of organic food products. The customers
need motivation to buy even with a small price premium than to just avoid on one hand and the
cost of cultivation and cost of marketing to be brought under check on the other hand.
 The products initially should be made available in prominent market places and also gradually, in
all the shops.
 Education programme on Environment and the benefits of organic products and consumption of
organic food products will make the consumers more environmentally conscious “Green
Consumer”.
 “Organic” to be promoted as “the way of life” them considering it as “product”.
 The agriculture marketing and co-operative departments to help farmers get a good price for

52. 44
organic produce.
 Ensuring quality of organic by farmers through certification by the Organic Certification
Department, which help them to get a good price.
 Demand creation large-scale production and availability of organic food products should go hand
in hand. According a more responsible advertisement can play a positive and beneficial role in
bringing out a desirable among homemakers in Organic food products market.
5.3 CONCLUSION
Consumer behavior plays a major role in Organic food products segment. The marketers of organic
foods need to be innovative and dynamic in order to complete with the changing purchase behavior
in the Organic food products market among urban residents. The importance of organic food products
was ignored for quite a long period. As results of environmental sustainability, importance is shifted
towards Organic food products rather than conventional farming. The study brought out the fact that
the people were well aware of images and availability, but not loyal entirely to organic food products.
The respondent without doubt attracted towards Organic food products. So the marketers must create
promotions which are both realistic and moral and the product availability in terms of volume and
variety are required to become successful in marketing organic food products.
Organically grown products are available in the markets but in limited amounts though the growing
demands are there for such products. Consumers are willing to pay price premium of 5-50% for
organic products which could be viewed as the cost of investment in human health. Knowledge and
awareness about organic products could affect attitudes and perceptions about the product and,
ultimately, buying decisions of the consumers. Vegetables followed by fruits and beans are the most
preferred and highly demanded the commodities at present and the price of vegetables specially the
leafy ones are higher than other normal vegetables. But, quality characteristics affect consumers’
preferences for organic products; with the most important including health and nutritional value, taste,
and fresh and general appearance. Consumers’ willingness to purchase is influenced by limited and

53. 45
erratic supply, higher price of the products and very limited access and information.
5.4 LIMITATION OF THE STUDY
During the Study I found that organic products were not purchased by the people of lower community
and only few of the organic products were purchased by people of middle community as well.
Major stake of organic products were purchased by rich community only.
So, there was not efficient sales in the study area.

54. 46
REFERENCES
Websites:
https://en.wikipedia.org/wiki/Organic_food
https://www.liveorganic.co.in/
http://apeda.gov.in/apedawebsite/organic/Organic_Products.htm
https://en.wikipedia.org/wiki/Organic_farming
https://www.helpguide.org/articles/healthy-eating/organic-foods.htm/
http://www.whfoods.com/genpage.php?tname=faq&dbid=17
http://www.organicfood.sg/types_of_organic_food.html
http://orgprints.org/30336/1/SOMDwIT%2C%20D2.1%2C%20Literature%20review%2C%2030062016.pdf
https://www.stylecraze.com/articles/organic-food-stores-in-delhi/#gref
https://www.stylecraze.com/articles/organic-food-stores-in-delhi/#gref

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APPENDIX

56. 48
QUESTIONNAIRE
Name : …………………………………………………………………….
Age : ……………………………………………………………………..
Contact No. ……………………………………………………………..
Address : ………………………………………………………………..
…………………………………………………………..........................
……………………………………………………………………………
1. How you aware about Organic Products?
a) TV Ads b) Existing customers
c) Magazines d) Friends
e) Internet
2. Distribution of Respondents According to Gender?
a) Male b) Female
3. Distribution of Respondents According to age-group?
a) 15-25 b) 25-40 yrs
c) 40-50 yrs d) Above 50 yrs
4. What is your educational qualification?
a) Primary b) Higher School
c) Graduate d) Illiterate

57. 49
5. What is your profession?
a) Business b) Pvt. Organization
c) Govt. Service d) Student e) Others
6. Monthly Income of the Respondents
a) 1000-5000 b) 5000-10000
c) 10000-20000 d) Above 20000
7. Total Family Members in the House hold
a) 2-3 b) 3-5
c) 5-7 d) More than 7
8. Preference for Organic products, among respondents
a) Yes b) No
9. Based on frequently purchase of products
a) Daily b) Weekly
c) Once a month d) Few times a year
10. Place of Purchase of organic products by the Respondents.
a) Super/ Retail Markets b) Organic Stores
c) Producers Farm d) Others
11. Reasons for purchase of the Organic Products.
a) Maintain Good Health b) Prefer taste/ feelings
c) Quality of food d) Low Price

58. 50
12. How Long Interested in Consumption of organic Products.
a) Since 1 Year b) 2 Years
c) 3 Years d) More than 3 years
13. Purchase of Different Kinds of Organic Products
a) Food Products b) Fruits and Vegetables
c) Beverages d) Cereals and Pulses
e) Milk
14. Based on The Economic downturn affected while purchase of organic products.
a) Increased Spend b) Stayed same
c) Reduced spent d) Others
15. Opinion towards Price of Organic Products.
a) Expensive b) Too Low
c) Moderate e) Others
16. The reaction if frequently price rise of the organic products
a) Yes d) No
17. The sources of Supply of organic products
a) Super Markets b) Direct Shops
c) Organic product shops d) Producers farm

59. 51
18. Reasons for not purchasing the organic products
a) Too expensive b) Not enough choices
c) Not available regularly d) Don’t like Packaging
19. Ready to purchase of organic product, when the price is hiked
a) 0-20% b) 20%-40%
c) 40%-80% d) More than 80%
20. Ranking for organic products
a) Good b) Very Good
c) Better d) Same as non-Organic products
Any Suggestions-
…………………………………………………………..........................
……………………………………………………………………………