Consumer behaviour, Attitude and perception towards organic products- A study in Puducherry
Consumer behaviour, Attitude and
perception towards organic products- A
study in Puducherry
Chair person – Dr. T. Ponnarasi
Presented by Malcomestar L . Mawnai
Reason for study
Why organic products are still not highly adopted by
What the drawbacks of Indian consumers to go organic ?
Objective of the study
To understand the social distribution on consumers toward organic
To understand the consumer attitude and perception towards organic
To understand the problems of consumers in going for organic
About organic products
What is organic products?
Organic products are the products that are produced, processed, packed and sold
without using any chemicals. Organic products include fruits, vegetables, cereals, milk and
meat products, etc.
**Organic farming doesn’t mean that they go back to methods used hundreds of
**But by taking modern scientific knowledge and combine them with useful
traditional farming methods.
**Organic farming isn’t just for vegetables, but animals as well.
**Converting land to organic status is a 6 year process to meet standards set by
the National Organic standards Board.
**Organic food tends to cost more than conventionally grown food because it more
closely reflects the true cost of growing the food.
World level organic products consumption
India leading states in organic
Mumbai Delhi Bangalore Amedabad Hyderebad Indore Chandigarh
Methodology of the case study
Area of study - Pondicherry
Bon Appetit store , Go organic
Ambour salai, chetty street
Data - Primary data
Sampling size - 25
Based on - Consumer Response (Questionnaire method)
About Bon Appetit store
Bon Appetit is a 6 year old registered firm situated in the Union Territory of
Pondicherry, on the coromandel coast region about 160 kms south of Chennai.
Bon Appetit strives to create awareness amongst the people about our
environment & good healthy living, by promoting Organic & Health Food
Products. Never ending thirst of sourcing these products across our vast
continent, we have tied up with leading Indian Firms, Associations & Local
They also associated with Keystone Foundation an NGO based in the Nilgiris
whose Mission is to enhance the Quality of Life and the Environment with
Indigenous Communities using Eco-development Approaches.
Major organic product brand in store
Organic India -Spices, tea, coffee, etc.
Farm 2 kitchen -Vegetables, fruits, etc.
Humble seeds -Cereals (red rice, white rice)
Almond Laboratorios in Spain -Fresh vegetables, nuts, etc.
Argital in ItalyCastagno in Italy -Flowers , oil , wax,etc
Celnat in France - Flours for bakeries, oat flakes and barley
Danival in France - Ready to eat salads, soups products, oats, etc.
Emile Noel in France - crush organic seeds, oil, etc.
Holle in Switzerland - Baby food products
La Mandorle in France - Dry fruits , dry vegetables, etc.
Nutriops in Spain - Organic nut drinks, syrups, fruits juice, etc.
Vigean in France - Gourmet and dietary oils
Vitagermine in France -Soups, sauces, vegetable spreads, etc.
CONSUMER BEHAVIOUR , ATTITUDE AND
PERCEPTION TOWARD ORGANIC PRODUCTS
Demographic characteristic on consumers
Variable No. of respondents ( 25 samples) Percentage %
3. NO. of people in a Household
More than 4
4. Educational level
6. Employment status
General characteristics of consumers
BASED ON GENDER
BASED ON ETHNICITY
Indian consumer French consumer
Based of age of consumers
0-24 year 25-34 year 35-50 year Above 50
Based on No. of people in Household
1 To 2 Member 2 To 3 Members 3 To 4 Members Above 4
Based on Educational Level
No education Primary school Sec. school High school University & more
Based on Employment status on
Full time Part Time Retird House Wife Students Unemployed
Based on Income of Consumers
Low (10k-30k) Medium(30k-50K) High(50K Above
Buying Behaviour for Organic Products
Variable No. of respondent
( Sample of 25)
1. Shopping responsibility
Together with two
2. Frequency of shopping
5-7 times / week
1-2 times / week
2-3 times / month
Less than month
3. First time purchase
More than 5 years
Last 6 month
Own shopping Another
First time purchase organic products
More than 5 years 3 To 5 years 1 To 3 years Last year Last 6 Month
Frequency of shopping Organic products
5 To 7 times per week
1 To 2 times per week
2 To 3 per month
Less than a month
5 To 7 times per week 1 To 2 times per week 2 To 3 per month Monthly Less than a month
Price of organic consumer toward
High Price Medium Price Low Price
General findings from the study
From all the aspects that we have discussed, I also find that the
products consumed by the people are a mixed of Indian and imported
No . Of buyers are less.
Consumer standard of living is High.
Consumer are both Indian and French (Indian territory )
Price tagging are done for the products .
Based on types of consumer
Products group preference by consumers
Sl.No PRODUCTS GROUP CONSUMER (25) CONSUMER (25)
MEN PREFERENCE% WOMEN PREFERENCE%
1 Fresh vegetables 48 80
2 Fresh fruits 64 88
3 Meat and meat products 84 12
4 Processing fruits n vegetables 72 80
5 Cereals 64 76
6 Bread and bakery products 4 8
7 Pulses 56 92
8 Dried fruits and nuts 80 68
9 Beverages 84 32
10 Oil 36 64
11 Sugar products 28 72
12 Herbs and spices 40 88
13 Tea n coffee 92 96
Suggestion and Recommendations
Production should be increased by encouraging the farmers to go for organic
Price of the organic products should be reduced .
Awareness on consumers toward organic products is needed.
Availability of organic products in all types of market is needed.
In the organic sector we often hear the
question: is organic more expensive, and why
The fact is organic foods are not more expensive when considering
social, economic, political and environmental dimensions, but to
understand that statement we have to look at who and what pays
for the true costs of food production.
Non-organic agriculture is subsidized in most part of the world. In
other words, if the market does not pay what it costs to grow a
crop the government often steps in with a subsidy to the farmers.
Then It Is The Tax Payers Who Pays.
The most important Costs for Organic Agriculture are the Costs for
the Consultants, Inspection & Certification Process. Certified by
National organic standard board , USDA, etc.
According to the study which was based on the reposed of the sample taking,
I conclude that organic consumer in Puducherry is well aware of the goodness
of organic products .
Also the organic products is costly when compare to non – organic products
that why most of the consumer deflect there mind toward non- organic .
Organic products has less shelf life and more storage pest attack, which make
the consumer feels uncomfortable to go for organic products.
Potential demand of organic products in the future.
And till date , most of the consumer are still consumed both organic and non-