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Consumer behaviour, Attitude and perception towards organic products- A study in Puducherry

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Consumer behaviour, Attitude and perception towards organic products- A study in Puducherry

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Consumer behaviour, Attitude and perception towards organic products- A study in Puducherry

  1. 1. WELCOME
  2. 2. Consumer behaviour, Attitude and perception towards organic products- A study in Puducherry Chair person – Dr. T. Ponnarasi Asst. Professor Presented by Malcomestar L . Mawnai
  3. 3. Reason for study  Why organic products are still not highly adopted by Indian consumers?  What the drawbacks of Indian consumers to go organic ?
  4. 4. Objective of the study  To understand the social distribution on consumers toward organic products.  To understand the consumer attitude and perception towards organic products.  To understand the problems of consumers in going for organic products.
  5. 5. 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 years ago. **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.
  6. 6. Reading labels is important when deciding what to purchase.
  7. 7. World level organic products consumption Denmark 3% germany 28% UK 7% holland 4% Sweden 3% Belgium 1% Austria 5% Fran… Ita… Other countries 19% consumption Denmark germany UK holland Sweden Belgium Austria France Italy Other countries
  8. 8. India leading states in organic consumption Mumbai 17% Delhi 15% Bangalore 15%Amedabad 14% Hyderebad 13% Indore 13% Chandigarh 13% consumed Mumbai Delhi Bangalore Amedabad Hyderebad Indore Chandigarh
  9. 9. Why organic products…?? Because…  Healthy  Chemical free  High nutritional  Natural  Environmental / Animal friendly  Free Genetically modified organisms(GMO)  Certified  Tasty  Fresher  High quality
  10. 10. 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)
  11. 11. Store
  12. 12. 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 Farmers.  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.
  13. 13. 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.
  14. 14. CONSUMER BEHAVIOUR , ATTITUDE AND PERCEPTION TOWARD ORGANIC PRODUCTS
  15. 15. Demographic characteristic on consumers Variable No. of respondents ( 25 samples) Percentage % 1. Gender  Male  Female 15 10 60 40 2. Age  0-24  24-34  34-50  Above 50 2 4 9 10 32 16 36 40 3. NO. of people in a Household  1-2  2-3  3-4  More than 4 8 11 5 1 32 44 20 4 4. Educational level  No education  Primary school  Sec. school  High school  College/university /more 0 1 1 3 20 0 4 4 12 80 5.Ethnicity  Indian  French 17 8 68 32 6. Employment status  Full time  Part time  Retired  House wife  student  Unemployed 9 1 10 4 1 0 36 4 40 16 4 0 7.Income/month
  16. 16. General characteristics of consumers BASED ON GENDER Male 40% Female 60% GENDER BASED ON ETHNICITY Indian consumer 68% French consumer 32% Ethnicity Indian consumer French consumer
  17. 17. Based of age of consumers 8% 16% 36% 40% Age Group 0-24 year 25-34 year 35-50 year Above 50
  18. 18. Based on No. of people in Household 44% 32% 20% 4% 1 To 2 Member 2 To 3 Members 3 To 4 Members Above 4
  19. 19. Based on Educational Level 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% No education Primary school Sec. school High school University & more EDUCATION
  20. 20. Based on Employment status on consumers 36% 4% 40% 12% 4% 0%0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Full time Part Time Retird House Wife Students Unemployed EMPLOYMENT
  21. 21. Based on Income of Consumers Low (10k-30k) 20% Medium(30k-50K) 72% High(50K Above 8% iNCOME Low (10k-30k) Medium(30k-50K) High(50K Above
  22. 22. Buying Behaviour for Organic Products Variable No. of respondent ( Sample of 25) Percentage % 1. Shopping responsibility  Own  Another person  Together with two 13 4 8 52 16 32 2. Frequency of shopping  5-7 times / week  1-2 times / week  2-3 times / month  Monthly  Less than month 2 10 4 3 6 8 40 16 12 24 3. First time purchase  More than 5 years  3-5 years  1-3 years  Last year  Last 6 month 4 7 5 6 3 16 28 20 24 12 4. Price  High  Medium  low 18 7 0 72 28 0
  23. 23. SHOPPING RESPONSIBILITY 0% 10% 20% 30% 40% 50% 60% Own shopping Another Shopping Together with two
  24. 24. First time purchase organic products 0% 5% 10% 15% 20% 25% 30% More than 5 years 3 To 5 years 1 To 3 years Last year Last 6 Month
  25. 25. Frequency of shopping Organic products 5 To 7 times per week 8% 1 To 2 times per week 40% 2 To 3 per month 16% Monthly 12% Less than a month 24% 5 To 7 times per week 1 To 2 times per week 2 To 3 per month Monthly Less than a month
  26. 26. Price of organic consumer toward products 72% 28% 0% High Price Medium Price Low Price
  27. 27. ASSESSMENT OF STATEMENT ABOUT ORGANIC PRODUCTS STATEMENT ABOUT ORGANIC PRODUCTS Agree % Neutral % Disagree % Don’t know%  Healthy 100 0 0 0  Tasty 76 8 0 16  Freshy 84 16 0 0  High Quality 80 20 0 0  Chemical free 100 0 0 0  High Nutritional 100 0 0 0  Natural 100 0 0 0  Environmental/ Animal friendly 92 0 0 8  GMO(Genetically modified organism) 80 0 0 20  Certified products 84 4 8 4
  28. 28. Description of Organic products by consumers 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% RESPONSE Agree Neutral Disagree Don't know
  29. 29. 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 products.  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 .  Price comparison.
  30. 30. Based on types of consumer fully organic 8% partly organic 92% consumer fully organic partly organic
  31. 31. 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
  32. 32. Suggestion and Recommendations  Production should be increased by encouraging the farmers to go for organic farming.  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.
  33. 33. In the organic sector we often hear the question: is organic more expensive, and why is that? 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.
  34. 34. Conclusion  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- organic products.
  35. 35. THANK YOU

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