ATTITUDE AND BEHAVIOR

OF CONSUMERS TOWARDS
ORGANIC FOOD
IN DELHI-NCR
Presented byShubham Agarwal
126/2015
Sec-C

FLOW OF PRESENTATION
Introduction
Objectives of Research
Literature Review
Methodology
Reference

INTRODUCTION
The Indian economy is still quite reliant on agriculture and it
contributes nearly 14% of the countrys gross domestic product
and almost 60% of the population is dependent on agriculture.
According to India Organic Food Market Forecast &
Opportunities, 2020, Indian organic food market is
anticipated to grow at a significant CAGR of around 25% during
2015-2020. In India, majority of the demand for organic foods is
originating from Tier I cities such as Mumbai, Delhi, Chennai,
Bangalore, Gurgaon and Pune. Companies are witnessing
increase in sales as a result of increasing demand from metro
cities and the entry of several new players in the organic food
market offering an online channel for purchase.

The major players in Indian organic food

market are Conscious Foods, Sresta, Eco
Farms, Organic India, Navdanya and
Morarka Organic Foods. Organic food
usually costs up to 20% to 30% more than
conventional food items which is one of the
major challenges in Indian market as
majority of the consumers are quite price
sensitive.
However, at the same time increasing
health consciousness and increasing
disposable income among Indians is
incessantly increasing the demand for
organic food.

OBJECTIVE
To identify the factors that affect the buying behavior of

organic food products.

To analyze the attitude and behavior of Indian consumer

and their purchase intention toward organic products.

To analyze the potential for organic products in Delhi-NCR

region

LITERATURE REVIEW
Exploratory Research:
Secondary research conducted by reviewing published research
papers to determine the major factors that affect consumers
buying decision for Organic Food Product in Indian Market.
Research paper 1: Organic Food Market in India

By - Pratichee Kapoor, Shruti Garyali

Finding - Consumers take into account various factors while taking

purchase decisions about organic food in general and fruits & dairy
products in specific.
Availability, Price points, Certification/ authenticity, Health
Benefit, Freshness, Taste, Visual Appeal, Portion size/ Quantity.

 Research paper 2: Consumer behavior and purchase intention for

organic food

By Justin Paul and Jyoti Rana

Finding - This study indicate that health, availability and education from
demographic factors positively influence the consumers attitude
towards buying organic food. Overall satisfaction of consumers for
organic food is more than inorganic food but the satisfaction level
varies due to different factors.
Research paper 3: Consumers Acceptance Towards Organic Food
By - Mohamed Bilal Bashaa, Cordelia Masonb, Mohd Farid

Shamsudinc*, Hafezali Iqbal Hussainc, Milad Abdelnabi Salemc

Finding - The results of the study show that the reasons for the
consumers for buying organic food products are varied and primarily
the motivations behind their decision to purchase include concerns for

 Research paper 4: Attitude and behavior of consumers

towards organic food

By - Saloni Mehra and P.A. Ratna

Finding - Six significant factors that influence the attitude

towards organic food. They were perception towards organic
food, health consciousness, product information, value for
money, accessibility and trust. It also highlighted that
demographic factors seemed to affect the attitude towards
organic food, while they did not explain the actual buying
behavior.

METHODOL
OGY
Descriptive research (Single

Cross-sectional design)
conducted to determine consumer perception about
Organic Food Product with respect to the factors
identified in Exploratory research.
Demographic profile of Respondents

Gender: Male & Female

Occupation: Service, Self-employed, Entrepreneur etc.
Location: Delhi / NCR
Measurement & Scaling

Itemized Rating scale - Likert scale

 Method of Data Collection

Survey Method
Research Instrument

Structured Questionnaire
Sampling Plan

Sampling Technique:Random Sampling

Plan for Data analysis

Chi-Square test
Descriptive Analysis technique
Factor Analysis

MOTIVATOR FOR PURCHASE

Healthier
High safety level of guarantee and control
Taste good
Nutritional contents
No pesticides
Eco-friendly
Fresher than conventional food
Support local and smaller farmer
Support organic movement and sustainability
Fashion to consume

BARRIER TO PURCHASE
High price
Less knowledge about the product
Difficulty in identifying
Low availability
Lack of Seasonal Product
Lack of promotion
Taste is not good
Low Trust
Poor Appearance

REFRENCES
http://www.orgprints.org/2684/1/garibay-2003-Market-Study-India.pdf
http://

www.organic.moc.go.th/sites/default/files/attachments/market_abroad/2012_india
_ota-food-report.pdf
https://
www.researchgate.net/publication/266160025_Attitude_and_behaviour_of_consum
ers_towards_organic_food_An_exploratory_study_in_India
http://
www.icrim.eu/wordpress/wp-content/uploads/2014/12/A-STUDY-ON-ORGANIC-FO
OD-MARKET-IN-NCR-REGION.pdf
https://
www.techsciresearch.com/report/india-organic-food-market-forecast-and-opportu
nities-2020/449.htm
l
http://apeejay.edu/aimtc/journal/docs/volume8/Volume8No2Article2.pdf

THANK YOU