A

WINTER PROJECT REPORT

ON
“CONSUMER BUYING BEHAVIOUR TOWARDS ORGANIC FOOD AFTER COVID
19 IN SURAT CITY”?

IN PARTIAL FULFILLMENT OF THEIR REQUIREMENT OF THE

AWARD FOR THE DEGREE OF BACHELOR OF BUSINESS
ADMINISTRATION

GUIDED BY SUBMITTED BY
Mrs. NIRALI TAILOR MIRAL SAVALIYA 104
(MARKETING)

SUBMITTED TO

SHREE UTTAR GUJARAT BBA COLLEGE,

BHATAR ROAD, SURAT.

AFFILIATED TO VEER NARMAD SOUTH GUJARAT UNIVERSITY SURAT

2024
 DECLARATION
I am Savaliya Miral, student of TYBBA (MARKETING). I’ve have done my winter project on
“CONSUMER BUYING BEHAVIOUR TOWARDS ORGANIC FOOD AFTER COVID 19
IN SURAT CITY”? submitted to the SHREE UTTAR GUJARAT BBA COLLEGE,
affiliated to VEER NARMAD SOUTH GUJARAT UNIVERSITY, is a record of an original
work done by us under the guidance of Mrs. Nirali Tailor.

This project work issubmitted in partial fulfillment of requirement for the award of degree of
Bachelors of business administration.

The information and data given in the report is authentic to the best of knowledge. The results
embodied in this thesis have not submitted to any other university or institute for the award of
any degree or diploma.

Date: Miral Savaliya.

Place: Surat Sign

 ACKNOWLEDGEMENT
Let me take the opportunity to thanks “Shree Uttar Gujarat BBA College” for providing me the
wonderful chance to work with “SHREE UTTAR GUJARAT COLLAGE”.

The success ant task lies in effective inputs. The task can never complete without cooperation
of other. I heartily acknowledge those; whose continues guidance had leaded my project to a
successful one.

I would like to thanks my project guide Mrs. NIRALI TAILORwho helped me preparing my
project consistently and provided valuable suggestion to improve the style and content of
project the project report.

At last, I would like to thanks my parents and friend’s who helped me knowingly or
unknowingly in complete of this project work. It is such a memorable project for me.
Index

Contents Page No
Chapter 1 - Introduction / About topic 1
The meaning of organic food 2
Type of organic food 3
Importance of organic food 5
Problem Statement 7
Objective of the study 7
Research Design 7
Source of data collection 7
Data collection instrument 8
Sampling plan 8
Limitation of the study 9
Chapter 2 - Review of Literature 10
Chapter 3 - Industry Profile 17
Introduction 18
Market Size and Share 18
SWOT analysis 19
Theoretical Background 21
Chapter 4 - Data analysis/Interpretation 26
Chapter 5 - Finding 45
Chapter 6 - Conclusion 49
Chapter 7 - Recommendation 52
Chapter 8 - Bibliography 54
Chapter 9 - Annexure 57
List of Table
Sr. no. Description Page no.
4.1 Frequency counting of responses on age wise. 27
4.2 Frequency counting Gender wise of how are consuming 28
Organic Food.
4.3 Frequency counting of responses in occupation wise. 29
4.4 Frequency counting of people ever heard about 30
organic food.
4.5 Frequency counting for not purchasing organic food. 31
4.6 Frequency counting on spending on organic food. 32
4.7 Frequency counting on spending on organic food. 33
4.8 Frequency counting about positive change after organic food. 34
4.9 35
Frequency counting on buying behavior .
4.10 Frequency counting about place from where they buy organic 36
food.
4.11 Frequency counting on comparison about organic and regular 37
food.
4.12 38
Frequency counting about purchasing factor.
4.13 Frequency counting of preference towards organic food 39
product company.
4.14 Frequency counting on influences on shopping 41
decisions for organic food product.
4.15 Frequency counting on satisfied you are with your 43
experience on organic food products
4.16 Frequency counting on Occupations wise Distributions 44
on basis of spending
List of Graphs
Sr. no. Description Page no.
4.1 Total numbers of responses according to age 27
classification.
4.2 Total numbers of responses according to gender 28
classification.
4.3 Total numbers of responses according to occupation 29
4.4 Total number of responses about people ever heard 30
about organic food
4.5 Total number of responses for not purchasing organic food 31
4.6 Total number of responses on spending on organic food 32
4.7 33
Total number of responses about consumption of
organic food in covid
4.8 Total number of responses about positive change 34

after organic food.

4.9 35
Total number of responses on buying behaviour.
4.10 Total number of responses about place from where they buy 36
organic food.
4.11 Frequency counting on comparison about organic and regular 37
food.
4.12 38
Total number of responses about purchasing factor.
4.13 Total number of responses preference towards 39
organic food product company.
4.14 Total number of responses on influences on 41
shopping decisions for organic food product .
4.15 Total number of responses on satisfied you are with 43
your experience on organic food products.
4.16 Total number of responses on Occupations wise 44
Distributions on basis of spending.
CH.1. INTRODUCTION

1
1.1 Introduction of topic

Organic products are getting popular among the people day by day. Organic products are grown
completely with natural manures rather than using chemical fertilizers, pesticides etc. Organic
products are available in a wide range like vegetables, fruits, meat, dairy, pulses and food grains
etc. Not only are the organic products proved to provide much better health, it is also good to
the environment. With India being the second most populated country, there a huge market for
organic products. In this current scenario, with the Covid-19 Pandemic, the lifestyle of people
has changed drastically and so is their purchase preference. With the shift in market paradigm,
a study on consumer behaviors with respect to consumption of organic food products might
prove helpful to the firms.

Customers want to buy organic food because of their lifestyle, environment and the health
benefits (Leila H.M and Mehdi zahaf 2012). Most of them have lack of trust on companies as
a result they prefer to buy from local producers (open market) and sometimes from specialty
store or supermarket. But they identify and recognize the difference between organic and non-
organic food with the help of label information and certifications. Consumers are more
concerned about the health, nutrition and the food quality and healthiness has become as the
most important measure and quality parameter among the food purchasers (Magnusson et al.,
2001; Wandel and Bugge, 1997). They hold positive attitudes toward organic food products
because They conceive that organically grown foods are healthier and safer than conventional
alternatives (Beharrel and MacFie, 1991).

• The meaning of organic food

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 (Chinnici et al., 2002). Generally speaking, Organic meat, poultry,
eggs, and dairy products come from animals that are given no antibiotics or growth hormones.
Organic food is produced without using most conventional pesticides; fertilizers made with
synthetic ingredients or sewage sludge; bioengineering; or ionizing radiation (United States
Department of Agriculture National Organic Program, 2000). More than that, "organic" is not
only a set of harmless agricultural production technique, its ultimate meaning behind is to

2
respect the nature and life, pay attention to the conservation of the ecology to enhance
environmental quality for future generations.

• Type of organic food

When you think of organic food, your mind probably goes to fruits and vegetables first. While
they may be the most common organic offerings, there are also benefits to eating organic dairy,
meat, fish, and seafood. All of these types of organic food are readily available in grocery stores.

• Organic Fruits

Fruit is one of the most common types of organic food. Conventional fruit tends to have a
heavy pesticide residue, which makes them a good candidate for choosing organic.

Since insects are attracted to sweet, fruity smells, don’t expect your organic fruit to look
“perfect.” While farmers will choose the best produce to sell, the absence of pesticides means
that they may have blemishes or marks on their skin. However, they will taste just as good if
not better than conventional fruit.

• Organic Vegetables

Vegetables are another common organic purchase. Since their peels and skins are often eaten,
they are directly subjected to pesticide sprays. This means that eating organic when it comes to
veggies can make a big difference in the amount of pesticide residue you and your family are
exposed to. Much like with fruit, organic vegetables may have imperfections in their shape or
skin, but they are just as delicious (if not more!) on the inside.

• Organic Dairy
Organic dairy has become popular because it contains more Omega-3s, but some doctors and
nutritionists say the levels are insignificant in the grand scheme of things. They suggest that the
real value of organic milk, yogurt, and cheese is that the cows they come from have not been
treated with any hormones or antibiotics.
Buying organic dairy can also benefit the environment, as it has a smaller carbon footprint and
reduces pesticides that can make their way into the air and water.

3
 • Organic Meat

Organic Meat comes from animals that have not been fed hormones or treated with pesticides
or antibiotics. Since the animals are not given hormones that cause them to grow at unnatural
rates or in unnatural ways, organic meat tends to be leaner and have a better texture and taste.
Having to keep the meat antibiotic-free means that the animals are likely given more space to
roam and kept in smaller quantities. This reduces the spread of diseases, which means less
chance of food-borne illness for you and your family. All of these factors contribute to making
meat an important type of organic food.

• Organic Fish & Seafood

There is some controversy about what makes fish and seafood organic. Typically, “organic”
means that the food has not been treated with pesticides, antibiotics, or hormones. But when it
comes to wild fish and seafood, it is hard to be sure that they have not had contact with any of
those things.

Farm-raised fish are fed a very specific diet to help them breed more efficiently, which isn’t in
line with organic philosophy. So, the general consensus is that wild-caught seafood and fish is
as close to organic as it gets.

4
 ➢ Importance of organic

• Organic Food Is More Nutritious

Several recent studies have suggested that organic food contains higher amounts of essential
nutrients and minerals, including v itamin C, iron, and z inc. Unlike processed foods which are
artificially preserved for longer shelf life, organic foods must always be served fresh, making
the most of their nutritional values.

• Organic Food Has No Chemical Additives

Conventional farming methods expose produce to chemicals in the form of pesticides,

fertilizers, and preservatives. While these greatly improve productivity, they can be very
harmful to human beings, and in large amounts even cause irreversible damage. Organic food
on the other hand, is produced through traditional farming methods, without the use of any
artificial compounds or preservatives, making it far safer for human consumption.

• Organic Food Lacks Artificial Hormones and Antibiotics

To maximize productivity, and by extension profits, most modern farms inject their livestock
with hormones and antibiotics which enter the human body when products like meat, milk, and
eggs, are consumed. These chemicals, which are proven to cause hormonal imbalances and
drug resistant bacteria in human beings, are a matter of great concern for many in the healthcare
sector. Organic farming methods do not make use of artificial hormones and antibiotics, greatly
reducing the risk of any complications in this regard.

• Organic Food Has Increased Antioxidants

Numerous studies have shown that organically grown crops have higher levels of antioxidants
than those that have been grown commercially. This is due to the fact that plants tend to acquire
natural defenses to diseases in the form of antioxidants, which do not adequately develop,
following the use of pesticides.

Modern methods of farming have saved the world from the scourge of hunger, and for that we
owe them our gratitude. However, given the numerous health and environmental issues that
accompany them, the shift towards sustainable, organic farming methods will continue to grow.
As time goes by, even more people will continue to see the numerous benefits that they bring
5
to the table, regardless of whether they're consumed from the comfort of one's home, or a
restaurant.

• Heart Health
An increased amount of time grazing on grass also increases the amounts of CLA (conjugated
linoleic acid) that can be found in animal products. CLA is a h eart-healthy fatty acid that can
boost cardiovascular protection, and it is found in higher quantities in breast milk and in the
meat of animals that have been raised free-range or cage-free.

• Immune System Boost

The traditional or industrial farming practices aim at enhancing production and farm output by
all means necessary. For example, the notion of producing more cereals, more meat and bigger
fruits through genetic modifications and use of growth hormones seems to solve some of the
world’s food insecurity concerns. The effects are not yet visible, but in the long-term, the
consequences are sensitivity to allergens and a major reduction in immune system strength.

• Organic products are poison-free

Organic farming does not use any kind of dangerous chemicals to keep away pests and diseases.
All the practices are natural and thus do not harm the consumer. Aspects such as
biomagnification are lessened via the practice of organic farming as chemical pesticides,
fertilizers, herbicides, and artificial growth hormones are all prohibited on an organic farm.
Therefore, organic food products are free of contamination with health harming chemical
substances.

• Lower levels of toxic metals

By now, it’s clear that whatever we ingest indirectly comes from the soil together with other
physical environmental interactions. So, the fact that organic farming doesn’t use agrichemicals
for crop production means minimized consumption of toxic metals. New studies confirm that
organic crops have 48% lower levels of the toxic metal cadmium than conventional crops.

6
1.2 Problem statement
“CONSUMER BUYING BEHAVIOUR TOWARDS ORGANIC FOOD AFTER
COVID 19 IN SURAT CITY”

1.3 Objective of the research

1. To Study consumers’ buying behaviors towards organic food products.

2. To study the factors that affect consumers attitude towards organic food.

1.4 Research Design

Research design are of three types namely Exploratory, Descriptive and Experimental. In the
present study, descriptive research design has been adopted. Descriptive design is chosen for
research because it is known as descriptive statistical research, describes data and
characteristics about the population and phenomenon with the help of Research design it is
trying to measure the customer’s buying behavior towards the organic food.

During the research many questions were in our mind regarding organic food like:

• What influences your shopping decisions?

• Who is more interested for buy?

• Where is the shopping place for?

1.5 Source of data collection

Data collection is the process of gathering data. Normally, there are several ways of collecting
the appropriate data .The sources of data use for this project report are both primary and
secondary data.

Primary Data

Primary data consists of original information gathered for specific purposes at hand. These are
gathered for a specific purpose or for a specific research project. Primary data was collected
online as well as manually. The main areas of survey were Spencer's Hypermarket and students.
We were able to collect lot of details from them as to which types of food they prefer whether

7
 conventional food or the organic food and what health benefits they feel after consuming it.

Secondary data

Secondary data consists of information that already exist and that were being collected in the
past for some other purposes. Secondary data used in this study were collected from external
sources like books, blogs, wiki etc. Some websites which were really helpful are
www.organicfood.com.

1.6 Data collection instrument

Data was collected with the help of Structured Questionnaire. This study uses Google forms
as software package for the analysis of data.

1.7 Sampling plan

Sampling Technique

The sample design provides information on the target information and final sample size.
Researcher used non probability Convenient sampling surveyed in research.

Sampling Size

It refers to the question “How many people should be surveyed?”

The 100 respondents have taken review in Surat city to acquire the desire result of research.

Sampling unit

College, Mall, Household

Time

5th Jan to 28th Jan 2022

Sampling extent

Bhatar, Piplod, Althan, Vesu

Sampling method

Non-Probability (convenience)

8
Convenience sampling is defined as a method adopted by researchers where they collect market research
data from a conveniently available pool of respondents. It is the most commonly used sampling technique
as it’s incredibly prompt, uncomplicated, and economical. In many cases, members are readily
approachable to be a part of the sample.

Data analysis tools & techniques

Tabulations, graphical presentation – pie chart, line graph, clustered column.

Benefit of study

The mass media, radio is believed to be the most personal medium an offer advantage over other media.
a) Advantage for company-

• Rise in awareness about organic food

• Consumers can target listeners based on time, geographical location, channel and program this help
company.

b) Advantage for customer –

• Among all the Food, Organic Food is the most flexible as it is available easily, anywhere, which give
advantage to customer.

Limitation of study-

• An inability to get result in whole population, because of limited time, cost and area.

• In willingness to give answer to the question of the questionnaire.

9
CHAPTER-2 LITERATURE REVIEW

10
1. (Di Renzo et al., 2020) “The COVID-19 outbreak poses a unique opportunity to study
how markets are created and how they disappear within a very limited time span” Lifestyle
changes The pandemic slowed down and changed the daily routine of the consumers. This
brought profound effect on their daily engagement in their life and also impacted on the
way they used to interact with other people. The onset of Covid-19 on the whole world in
general and in India in particular brought many changes in living, working, thinking,
spending, behaving etc. These unprecedented changes will have impact on different walks
of life. “Food and food-related experiences are a key part during the pandemic, as many
consumers reminisced about easy access to eating out and restaurant meals, as well as the
ability to bond with friends and family over food that they used to take for granted”

2. (Brick Meet Click, 2020; Deloitte, 2020) Changes in buying patterns Due to COVID-19
locked down situations and social distancing, a majority of consumers shifted to online
shopping. According to Brick Meets Click and Deloitte reports, “online grocery shopping
has very suddenly become very viable and online grocery sales in the US skyrocketed 233
percent in March compared with August 2019. Grocery retailers may need more
sophisticated and modern IT support for seamless Omni channel transaction. The need to
agilely respond to the COVID-19 pandemic has renewed the emphasis on digital
transformation. Under COVID-19 situation there would be a shifting of business entities
to digital realm”

3. (Justus, 2020) Disruption in supply chain Logistics interruption due to various restricts
brought disruptions in supply chain and limited its access to the market products especially
in food supply chain. The pandemic certainly threatened the food supply chains and
livelihood of its workers. Consumers focused on panic buying to mitigate the future
demands and such panic buying were observed throughout the world without any
exception. Panic buying behavior broke out supply chain in some cases in India as reported
in the newspapers and social media and may have negative consequences such as increase
of prices or pushing of substantial localized products, over consumption, unequal
distribution of productsetc.

4. J.D PADMATHY (2019)' conducted a study on "consumer buying behavior towards

organic food products" to identify the relationship between the variables that affect
11
 consumers' buying behavior towards organic food products. The result suggested that large
number of consumers have value for environment and have a typical buying behavior. As
consumers are aware and concerned about the green products, it creates opportunity for
developing organic food market. This study clearly identified a positive relationship
between the variables or factors which affect consumers' buying behavior towards organic
product. When it comes to actual purchase price, quality and environmental concerns are
still the key factors influencing their purchase decision.

5. (Park T. A and L. Lohr, 2019) There are a few challenges in commercialization, one is
the lack of a defined distribution channel for organic products. The major market of the
organic product is from specialized stores like 24 Mantras; an organic shop, and less from
large supermarkets or hypermarkets. Another relevant issue is that these products are not
always available, although this situation is gradually improving due to increasing demand
The absence of stringent regulatory policies and effective market regulation in organic
food processing presents a greater problem at commercialization level, as consumers are
confused and lack of information on the attributes and benefits of the organic food
products.

6. Sharma. N. and Dr Singhvi. R. (2018) aims to understand consumer behaviour and

decision making towards organically grown products. And it has been revealed that health,
safety, taste and environmental concerns were the most important factors deciding the
consumers attitude and preference towards the organic food products. This paper provides
vital information that there will be more demand of the organically grown food products
in the near future, so the producer, traders, consumer and government has to focus over
the niche market of organic product.

7. Pandey & Khare (2017) Trust and word of mouth (WOM), both leads to intention to buy
organic food products. But trust in the retailer is more important than word of mouth.
Perceived food quality, perceived fairness of price and perceived service quality helps in
building trust in a retailer, wherein perceived fairness of price is more important than
perceived service quality.

8. Krishnakumare. B. and Niranjan. S. (2017) revealed that consumer behaviour plays a

major role in organic food market. The main reason behind the consumption of organic

12
 food product is the heath consciousness. This paper revealed that even if the organic food
products are considered to be healthy, but there is lack of trust among the customers about
its originality, which is considered as one of the reasons for not buying the organic food
products. It was also found that the organic food consumers had a high influence of
psychological factors such as perception, attitude and purchase intention towards buying
organic food products.
9. Oroian and Camelia (2017) Reviewed organic food consumption has increased during
the last years as a consequence of its direct impact on consumer health, life style, and
social convenience as well as on the environment and sustainable development. Compared
to the European level, the consumption of organic food products is quite low in Romania.
This paper investigates the perception and attitudes of the organic food consumers from
the North- West Development Region of Romania. Consumers' perception towards
organic food products was measured using 30 items. The data were collected from 568
respondents and analyzed using descriptive and inferential statistics. A factor-cluster
approach was used to identify consumer groups. Three main groups of organic food were
identified: gourmand" environmentally concerned" and "health.

10. Rana and Paul (2017) reviewed and discussed the factors, which affect the change in the
consumer behavior towards organic food. They extracted findings from various studies
conducted in different countries and analyzed those factors and provided suggestions for
filature research. They found that health-conscious consumers showed a growing
preference for organic food over the conventionally grown food. That shift in the attitude
of the modern consumers was greatly influenced by the rising incidence of lifestyle
diseases, such as heart disorders and depression. The need to purchase organic food to
improve the quality of life will have huge implications for the retail, distribution and
marketing functions of the business.
11. Ghosh, Datta & Barai (2016) During the purchase, consumers get highly involved with
organic food products. Knowledge about organic food leads to the formation of attitude,
which, further drives purchase behaviour. Hence, by increasing the knowledge and attitude
about organic food products can lead to an increase in the purchase. On the basis of
knowledge, attitude and demographics, customers were grouped into six segments. For
raising the level of consumers ‘knowledge and attitude, a specific communication strategy
is required for each segment.
12. Ghai. S. and Ramawat. N. (2016) aims at analyzing the various factors affecting the
consumer awareness level and buying perception towards organic tea. This paper reveals

13
 the demand status of Organic Tulsi Tea as people residing in urban areas like Delhi-NCR
as they are more alert about their health and lifestyle and maximum of them are working
professionals. The consumers at metro cities have good purchasing power to pay the
premium price for organic food products.
13. Padmathy. J. and Saraswathy. R. (2016) suggested that consumer prefer organic food
for their healthy lifestyle. This indicates that they are aware of organic food products.
Consumers are concerned about the green products and it create opportunities for green
environment and development of green marketing. The study reveals positive relationship
between the variables or factors which affect consumers ‘buying behaviour for green
products.
14. Dr Chandrashekar. H. M. (2014) says that marketers of organic food need to be
innovative and dynamic in order to compete with the changing purchase behavior of the
consumers in organic food product market. The study revealed that people are well aware
about the organic food but they are not loyal towards it. The consumers are attracted
towards organic food products. Knowledge and awareness towards organic food products,
could affect the attitude and perception and finally resulting into buying decision.
Consumers are mostly having positive attitude towards organic fruits and vegetables rather
than groceries. The quality of the organic food product, nutritional values, taste, freshness
are certain factors which affect the consumer preference.

15. Mehra. S. and Ratna. P. A. (2014) revealed that women and younger consumers shows
a positive attitude towards organic food. They keenly focus upon getting product
information and compared labels while selecting nutritious food. Consumers have
preference towards food which tasted good as well as nutritious, and they are ready to pay
higher price for such food. Most of the consumers are middle income group and they
showed a positive attitude towards organic food.
16. Shafie. F. A. and Rennie. D. (2009) revealed that food safety, human health,
environmental concern along with certain attributes such as nutritional value, taste,
freshness and appearance influence customer preference towards organic food items.
Demographic characteristics such as age, income, education, etc. also contribute towards
consumption of organic food. This paper investigates the consumers ‘concerns about food
safety based on health, agricultural and environmental changes which is associated with
modern food production including genetically modified organisms and the improper use
of pesticides. This paper also focuses upon the diverse consumer attitude towards organic
food, particularly their willingness to pay the price for the consumption of organic food.

14
17. Lucimar Santiago de Abreu. et.al., (2008), study focused on the consumption of agro-
ecological products, based on a socioeconomic and anthropological approach which focus
was on the motivation and the spending practices in the metropolitan region of Campinas,
Sao Paulo State, Brazil. The purpose was to confirm that what level the consumer
behaviour shows, cultural and economic values with reference to current ecological
culture. Therefore, the understanding of the cultural dynamics of each and every
expenditure process can give meaningful insight to the current circumstance of local
relations and global exchanges

18. Lucimar Santiago de Abreu. et.al., (2008), study focused on the consumption of agro- ecological
products, based on a socioeconomic and anthropological approach which focus was on the
motivation and the spending practices in the metropolitan region of Campinas, Sao Paulo State,
Brazil. The purpose was to confirm that what level the consumer behaviour shows, cultural and
economic values with reference to current ecological culture. Therefore, the understanding of the
cultural dynamics of each and every expenditure process can give meaningful insights the current
circumstance of local relations and global exchanges.

19. JorisAertsens. et.al., (2009), paper aims to provide an overview, within a framework linking
Schwartz values theory and the theory of planned behaviour (TPB). It seeks to focus on the
importance of affective attitude, emotions, personal custom, involvement and ambiguity related to
organic food consumption. Both the values theory and the theory of planned behaviour have been
referred to related theories for better understanding consumer’s choice for organic food.

20. Douglas H.Costance and Jin Young Choi (2010), their paper investigates the predictors of
interest and the perceived blockade to organic acceptance among pragmatic conventional
producers in Texas, compared to organic and conventional producers. The results indicate that
more than forty percent of producers who currently have conventional operations have some
interest in organic production. The paper conclude that increased institutional support facilitates
organic adoption.

21. Jan P. Voon. et.al., (2011), study investigated the determinants of incentive to purchase organic
food products among consumers in a Malaysian city, using a survey. This indicates the efforts to
promote consumption should focus on influencing consumer attitudes.

22. Justin Paul and Jyoti Rana (2012), the present study is to know about the behaviour of consumers
and their intention to purchase organic food. The study is also to determine the factors influencing
consumer behaviour towards organic food. The result indicates that consumer attitude towards

15
 buying organic food are positively influencing by health, availability and education from
demographic factors. The overall satisfaction of consumers for organic food is more than non
organic food but the satisfaction level varies depends on different factors. This study suggests that
retailers can develop strategies and effective marketing program to influence consumers positively.

23. Sonia Attanasio. et.al., (2013), their paper examines the consumer’s intention to purchase the
organic food products in Pontina Province, Italy and 280 respondents were interviewed using semi-
structured questionnaires .Thus, the results indicate that the intention to buy organic products is
influenced by the perception about the value of organic food products and belief on the health and
safety of the product.

24. Ravi Nandi. et.al., (2014), paper examines to gain knowledge about consumers preferences
regarding the organic products purchasedin Bangalore, India. The results revealed that the most
preferred purchase places for organic products were specialized organic stores and supermarkets.

25. Tah Poh Leong and Laily Paim (2015), study focuses on the analysis of the factors that affect
Chinese college students and their intention to use organic food; 500 samples were assessed
through an online questionnaire mailed. Thus the findings would assist increaseing the local
availability of organic food products in Malaysia.
26. Tatiana Abusuniva (2016), study focuses on increasing consumer awareness about organic foods
among Australia. The sample size chosen for the study is 1011 through online survey; based on
demographic profile that support for the research hypotheses by revealing positive and significant
effects of the healthiest, hedonism and trust on consumer purchase intention.
27. Bo Chen and Sayed Saghaian (2017), study examines the consumer preference for organic food
can affect choice of retailing format in California. Thus the study findings are based on regular
organic user (households) and are more likely to support organic specialty store and discount
store. Whereas they shop less in warehouse clubs and convenience store. This has strong
managerial implication for retailers.

16
CHAPTER-3 INDUSTRY PROFILE

17
3.1 Introduction

Organic food is the product of an agricultural system that avoids the application of man -made
fertilisers, pesticides; growth regulators and livestock feed additives. Organic food gives
consumers the assurance that toxic pesticides, synthetic fertilizers, genetically modified
organisms (GMOs) are not used in the food production, and the livestock has not been given
antibiotics or growth hormones. Moreover, organic food also insures that strict organiccultivation
standards have been adhered to with respect to impact on soil, water, and air support
environmental protection.

3.2 Market size

The Indian organic food market reached a value of US$ 815 Million in 2020.Looking forward, IMARC
Group expects the market to grow at a CAGR of around 24% during 2021-2026. Keeping in mind the
uncertainties of COVID-19,we are continuously tracking and evaluating the direct as well as the indirect
influence of the pandemic on different end-use sectors. These insights are included in the report as a
major market contributor.

3.3 Market share

S.NO Organic Food Brands in India

1 Pro-Nature

2 Organic Tattva

3 Organic Garden

4 Vision Fresh

5 24 Mantra

6 Walgreens farm

7 Conscious Food

8 Just Organics

9 Down to Earth

10 Organic India

11 Farm2Kitchen

12 Pride of cows

13 Mygreenkart

14 Plum Organics Food Brand

18
 15 Wingreens Farms

16 Pristine Organics

17 Pure and Sure

18 Nature Organic

19 Nutriorg

20 SRG Organic Foods

3.4 SWOT analysis of industry

➢ STRENGTH
• Uniqueness

• Made for contiguous

• Highly in demand

• Normal Cost of Production

• Diversify supply of Organic sustenance

• Good Distribution System

• Eco-Friendly Nature Electronic

➢ WEAKNESS
• Seasonality

• Not Widely Available

• Lack of Reputation

• Storage and Transportation

• Construction Time

• Perishability of Products

• Higher Price

• Unauthorized vender III.

➢ OPPORTUNITIES
• Customer Loyalty

• Changing Customer Tastes/Needs

• Growing natural Concern

19
 • Growing prosperity Concern

• Fast lifting of market IV.

➢ THREATS
• Certification Issues

• Adverse Weather Conditions

• Competition

• Price Fluctuation

• Input Supply

20
 Patanjali Ayurved Limited

Patanjali Ayurved Kendra Ltd was founded by Swami Ramdev and Acharya Balakrishna on
September 27th, 2007. It started its operation in Katmandu, Nepal to provide holistic, natural
and effective ayurvedic treatment. Patanjali Ayurved Limited (PAL) has three manufacturing
units at Haridwar, Uttarakhand with its registered office in New Delhi. The initial project of
Ramdevji was his Patanjali Yogpeeth and since its inauguration in 2006, it has been labeled as
one of the largest centers for research on yoga and ayurveda in the world. PatanjaliAyurved
Limited is an Indian FMCG company. It is a private company founded by Yogrishi Swami
Ramdevji and Acharya Balkrishnaji in 2006. Manufacturing units and headquarters are located
in the industrial area of Haridwar, Uttarakhand, India, while the registered office is located at
Delhi. It has its mega stores, chikitsalayas and arogyakendras in different locations of India.
The company manufactures mineral and herbal consumer products and the product line they
offer include foods, beverages, cleaning agents, personal careproducts, ayurvedic medicines
etc., with a thought of rural and urban development. Patanjali as a brand currently has more
than 350 products from soap to toothpaste and from oats to health drinks. These products are
made available to consumers through a wide network of Authorized Patanjali Stores and retails
shops.The 2016-2017 revenue of Patanjali Ayurveda crosses Rs. 10,000 Crores..

Patanjali Food and Herbal Park in Haridwar is the company's main production facility. With a
production capacity of ₹35,000 crore (equivalent to ₹400 billion or US$5.3 billion in 2020), it
is expanding to a capacity of ₹60,000 crore (equivalent to ₹730 billion or US$9.7 billion in
2020) through new production units in Noida, Nagpur, and Indore.

21
Navdanya

Dr. Vandana Shiva started Navdanya in 1987, with an aim to protect biodiversity, defend
farmers‘rights and promote organic farming. Navdanya has trained about 500,000 farmers and
converted 200,000 farmers to organic farming in different parts of the country. It helps to
market their crops, grown on organic farms certified by SGS, in semi-finished or processed
forms. Navdanya sells over 100 organic products ranging from cookies, dry fruits, tea and
squash to fruits, vegetables, rice, flour, cereals, oil, ghee, pickles, legumes and spices, etc.
Navdanya has two organic outlets in Delhi, one in Hauz Khas Market and the other at Dilli
Haat, and one in Dehradun, Uttrakhand (Navdanya, n. d.).

Navdanya is a member of the Terra Madre slow food movement. Navdanya is a network of
seed keepers and organic producers spread across 16 states in India.

Navdanya has helped set up 54 community seed banks across the country, trained over 500,000
farmers in "food sovereignty" and sustainable agriculture over the past two decades, and
helped set up the largest direct marketing, fair trade organic network in the country. Navdanya
has also set up a learning center, Bija Vidyapeeth (School of the Seed) on its biodiversity
conservation and organic farm in Doon Valley, Uttarakhand, north India.

22
Organic India

In the 1990s, a small group of people gathered in Lucknow from around the world to meet the
spiritual teacher, Sri H.W.L. Poonja, known as ―Papaji . Inspired by his lifetime service and as
a dedication to him, Organic India was formed. The objective was to build a unique and
effective business model that serves the society with sanctity and integrity. Organic India was
built on the principles of what harms no one and benefits all; supports natural and sustainable
organic agriculture practices that serve, respect and protect nature. It aimed to upkeep the
livelihood and wellbeing of small farmers and tribal wild crafters in rural India (Organic India,
n. d.). Organic India‘s products are distributed throughout India, USA and worldwide with
presence in 40 countries. Its products are available online, through a network of distributors
and some exclusive stores. It offers a wide range of pure, natural, organic, 10 vegetarian and
GMO free products, ranging from dehydrated organic fruits and vegetables, organic ghee,
coconut oil, grains, beans & lentils, spices, herbs, herbal supplements and a variety of organic
tulsi teas. Assuring the holistic quality standards, Organic India‘s products have Organic
Certifications from NPOP India Organic Standards, Control Union and SGS as per USDA and
EU (Organic India, n. d.).

Organic India works directly with marginal farmers in tribal villages, providing seeds,
fertilisers, organic certification, and assumption of risk in case of crop failure. It owns
50,000 acres (200 km2) of arable land in Uttar Pradesh, including in Rajasthan and Gujarat, and

the Vasundhara Acres Organic India LLP in Madhya Pradesh.[1]

23
Mantra 24

24 Mantra is a brand of Sresta Natural Bioproducts Pvt. Ltd., a Hyderabad based company
founded by Mr. Raj Seelam, who used to work in an agricultural products company. While
working, he observed the generous use of fertilizers and pesticides, and had a feeling that he
would never want to be a part of this reality. On the one hand, there were cases of suicides by
farmers and/or rural indebtedness due to the heavy investments required for fertilizers and
pesticides,11 while on the other, there was an alarming use of chemicals in farms. This
provoked him to form Sresta in the year 2004. Under its initiative of sustainable farming, today,
the concern has 25000 farmers working in more than 30 projects over an area of 150000 acres
across 15 states. All their farming projects are certified by Euro 2092/91 standards, US NOP
and Indian NPOP organic standards. Sresta offers over 400 products under the 24 Mantra
organic brand, which are available in USA, UK, Canada, Mauritius and UAE and across India
through more than 1500 outlets and exclusive stores (24 Mantra, 2016).

24 Mantra Organic is a specialty food shop for farmers, livelihood, customers a sustainable
lifestyle, and a sustainable planet. It also offers products such as Masala Mixes, Snacks, Cereals,
Culinary Pastes, Juices, Oils, Flakes, Spices, Health Foods, and Spice Powders.
Today, they are India’s largest organic foods brand and work with 45,000
farmers in 15 states on 2,25,000 acres to make a positive difference to their lives. All the 24
Mantra products are also offered in larger packs for foodservice.
24 Mantra Organic was founded in 2004 and is based in Hyderabad, Andhra Pradesh, India.

24
Down to Earth

Down to Earth is the brand of organic food from Morarka Organic. Morarka Organic is a
voluntary, non-profit organization established by Mr. Kamal Morarka in 1993. Mr. Morarka is
an industrialist, politician and social worker, who established Down to Earth, in remembrance
of his late father Mr. M. R. Morarka, and as a corporate social responsibility initiative by
Gannon Dunkerley & Company Ltd. Morarka Organics is the result of continuous research and
development conducted for 12 years and is run according to the most rigorous certification in
the industry. Morarka Organic attempts to rediscover the lost art of clean and healthy living and
to bring people back to nature. Morarka Organic offers a plethora of products starting from
cereals, pulses, grains, spices, edible oils, ghee, tea, sugar, and jaggery to dry fruits, which are
available online and through departmental stores in Northern India, Mumbai zone, Kerala zone
and Chennai zone (Down to earth, 2016). All products of Morarka Organic are currently
certified by NOP USDA, for EU by Onecert Inc, for Asia by Onecert Asia, for Germany by
JAS, for Switzerland by Bio – Suisse, and for India by NPOP‘s Onecert Asia (Down to earth,
2016).

Down to Earth is an organic food brand from the house of Morarka Organic. An enterprise,
that is the outcome of more than 12 years of organic food research and development and is in
accordance with the most stringent organic certification in the industry.

'Down To Earth' is an attempt to provide food that can bring harmony and wellness in life for
all. With a plethora of products that gives you the organic substitute for all your food
requirements, it is India's contribution to the global organic revolution. Down to Earth is
striding ahead with the aim of improving the quality of life by improving the quality of food.

25
CHAPTER -4 DATA PRESENTATION & ANALYSIS

26
Q1. Age wise distributions.

Objective:- Age wise distributions on Organic food

Age No.of Respondents Percentage

14-18 3 3%
18-24 73 73%
25-34 14 14%
35-44 4 4%
Above 44 6 6%

Table no. 4.1 Frequency counting of responses on age wise.

Chart Title
80 80%
70 70%
60 60%
50 50%
40 40%
30 30%
20 20%
10 10%
0 0%
14-18 18-24 25-34 35-44 Above 44

No.of Respondents Percentage

Chart no 4.1 Total numbers of responses according to age classification.

INTERPRETATION:

• Above chart shows the Age wise distribution of the respondents. There are 61% of the
respondents are from age group of 18 – 24, 29% of the respondents are from the age group of
25 – 34, 11% of the respondents are from the age group of 35 – 45, and 9% are from age group
of above 44.

27
Q2. Gender wise distributions.

Objective:- Gender wise distributions on Organic Food

Gender No.of Percentage

Respondents
Female 33 33%
Male 67 67%

Table no. 4.2 Frequency counting Gender wise of how are consuming Organic Food.

Chart no. 4.2 Total numbers of responses according to gender classification.

INTERPRETATION:

• Above chart shows the gender wise distribution of the respondents. There are 67% male and
33% are female.

28
 Q3. Occupations wise Distributions.

Objective:- Occupations wise Distributions on Organic Food

Occupation No.of Percentage

Respondents
Student 57 57%
Services 4 4%
Business 10 10%
Housewife 2 2%
Others 27 27%

Table no. 4.3 Frequency counting of responses in occupation wise.

Chart no. 4.3 Total numbers of responses according to occupation

INTERPRETATION:

• The Above chart shows the Occupation wise distribution of the respondents. There are 57%
of the respondents are students, 4% of the respondents are services, 10% of the respondents are
businessman, and 2% are housewife, 27% respondents are others.

29
Q4. Have you ever heard about “Organic food”?

Objective:- Awareness about Organic food.

Heard about No.of Percentage

“Organic food” Respondents
Yes 97 97%
No 3 3%

Table no. 4.4 Frequency counting of people ever heard about organic food

Chart no. 4.4 Total number of responses about people ever heard about organic food

INTERPRETATION:

• The Above chart shows the heard about “Organic food” of the respondents. There are 97%
of the respondents are say Yes, 3% of the respondents are say No.

30
Q5. Reasons for not purchasing organic food products?

Objective:- To know the Reasons for not purchasing organic food products.

Reasons for not purchasing No.of Percentage

Respondents
Lack of knowledge 27 27%
High cost 47 47%
Organic products is not available in your 23 23%
city?
Others 3 3%
Total 100 100%

Table no. 4.5 Frequency counting for not purchasing organic food

Chart no. 4.5 Total number of responses for not purchasing organic food

INTERPRETATION:

• From the Above chart shows “Reasons for not purchasing organic food products” of the
respondents. There are 27% of the respondents are for Lack of knowledge, for High-cost
respondents 47%. There is same 23% of the respondents are for Organic products is not
available in your city and 3% respondents are others.

31
 Q6. Past year spend income wise Distrubutions

Objective:- To know Past year spending income wise.

Income No.of Percentage

Respondents
₹1000 or below 33 33%
₹1000 – ₹ 2500 25 25%
₹2500 – ₹5000 15 15%
₹5000- ₹10000 5 5%
₹10000 and more 5 5%
Total 100 100%

Table no. 4.6 Frequency counting on spending on organic food

Chart no 4.6 Total number of responses on spending on organic food

INTERPRETATION:

• The Above chart shows the past year spend income wise distribution of the respondents.
There are 33% of the respondents are spend ₹1000 or below income. Income spends of ₹1000
– ₹ 2500 is 25%. the respondents are from the income group of ₹2500 – ₹5000 is 15%, 5% of
the respondents are from the spend income of ₹5000- ₹10000 and 5% of the respondents are
from the spend income of ₹5000- ₹10000
32
Q7. Has is essential that you consume organic foods during covid 19 pandemic?

Objective:- To know is it essential that you consume organic foods during covid 19 pandemic.

No.of Percentage
Respondents
Strongly Agree 39 39%
Agree 38 38%
Neutral 17 17%
Disagree 6 6%
Strongly Disagree - -

Table no. 4.7 Frequency counting about consumption of organic food in covid

Chart no. 4.7 Total number of responses about consumption of organic food in covid

INTERPRETATION:

• The Above chart shows the liner scale of the respondent. liner scale is Strongly Agree to
Strongly Disagree, so 22% strongly agree, 29% is agree, neutral is 18%, disagree is 13% and
strongly disagree respondent is 21%.

33
Q8. After consuming organic food, what positive changes you feel in your body during this
covid-19 pandemic?

Objective:- To know that After consuming organic food, what positive changes you feel
in your body during this covid-19 pandemic

No.of Respondents

Any changes Strongly agree neutral disagree Strongly

agree disagree
improve immune 63 25 9 3 -
system
Easy to digest 33 54 12 1 -
Better overall 47 37 15 1 -
health
Energetic 39 36 19 6 -

Table no. 4.8 Frequency counting about positive change after organic food

Chart no. 4.8 Total number of responses about positive change after organic food

INTERPRETATION:

• The Above chart shows positive changes after consume organic food products respondent.
There are 68% of the respondents are strongly agree for improve immune Systeam. Then 44%
agree that organic food is easy to digest. 41% respondents agree for better overall health. For
energetic respondents only agree 37% and last. 43% respondents for overall health.

34
Q9. Which type of organic food do you and your family buy most often?.

Objective:- To Know Which type of organic food do you and your family buy most often

Type of food No.of Percentage

Respondents
Organic vegetables (e.g. Chinese cabbage, 58 58%
botany)
Organic fruits (e.g. apples, oranges) 70 70%
Organic meat (e.g. chicken, beef) 14 14%
Processed organic food (e.g. coffee, biscuits) 30 30%
Organic raw materials (e.g. sugar, flour) 36 36%

Table no. 4.9 Frequency counting on buying behavior

Chart no. 4.9 Total number of responses on buying behavior

INTERPRETATION:

• There are 58% customers are buying organic vegetables.70% customers like to buy organic
fruits. There are 14% buyer buy organic meat. There are 30% customers often buy Processed
organic food (e.g., coffee, biscuits) and 36% customer buying often organic raw materials (e.g.,
sugar, flour).

35
 Q10. Where is the shopping place that you go most often when you buy organic food?
(You may choose more than one item.)

Objective:- To Know the shopping place that you go most often when you buy organic
food

Place No.of Percentage

Respondents
Markets 46 46%
Supermarkets 47 47%
Convenient stores 33 33%
Health food shops 22 22%
Stores 26 26%
Others 10 10%

Table no. 4.10 Frequency counting about place from where they buy organic food

Chart no. 4.10 Total number of responses about place from where they buy organic food

INTERPRETATION:

• There are 46% customers are buying organic food from the market. Again 47% customers
like to buy organic products from Supermarkets. There are only 33% buyer buy from
convenient stores. highly around 22% customer buy from health food shops. And 26%
customers shopping from stores. There are few 10% people buy from the other locations.

36
Q11. Do you feel that organic food is better than inorganic food for health?

Objective:- To know how Do you feel that organic food is better than inorganic

food for health

organic food is better No.of Percentage

than inorganic food Respondents
Yes 78 78
No 5 5
Maybe 17 17

Table no. 4.11 Frequency counting on comparison about organic and regular food

Chart no. 4.11 Total number of responses on comparison about organic and regular food

INTERPRETATION:

• There are 78% respondents for Yes. There are only 5% respondents for No and 17%
respondents for cant’s say.
37
Q12. what factors do you consider about purchase of organic food products?

Objective:- To know what factors do you consider about purchase of organic food products

No.of Respondents

Factors Strongly agree neutral disagree Strongly

agree disagree
Convenience 33 48 19 - -

Price 38 35 25 2 -
benefits for health 62 29 5 3 1
Product comparisons 47 33 18 - 2

Table no. 4.12 Frequency counting about purchasing factor

Chart no. 4.12 Total number of responses about purchasing factor

INTERPRETATION:

• For Convenience factors there are 33% respondents for strongly agree, 48% agree ,19% for
neutral.

• For Price factors there are 38% respondents for strongly agree, 35% agree, 25% for neutral
and only 2 % disagree.

• For benefits for health factors there are 62% respondents for strongly agree, 29% agree
,5% for neutral, 3% disagree and 1 % for strongly disagree.

• For Product comparisons factors there are 47% respondents for strongly agree, 33% agree
,18% for neutral and 2% for disagree.

38
Q13 .Tick make your preference towards organic food product company?

Objective:-To Know preferences towards organic food product company

Company Mostly preferred Moderately Least preferred

preferred
Patanjali 54 34 12
Organic India 35 49 16
Aryavarta organic 26 35 39
Bansi gir gauveda 20 36 44
Geo-fresh organic 30 36 34
Organic Tattva 23 41 36

Chart no. 4.13 Frequency counting of preference towards organic food product company

Chart no. 4.13 Total number of responses preference towards organic food product
company

INTERPRETATION:

Above chart shoes the preference toward the organic company;

• For Patanjali there are 54% respondents for mostly preferred, 34% is moderately preferred
and 12% for least preferred.

• For Organic India are 35% respondents for mostly preferred, 49% is moderately preferred

39
and 16% for least preferred.

• For Aryavarta organic are 26% respondents for mostly preferred, 35% is moderately
preferred and 39% for least preferred.

• For Bansi gir gauveda there are 20% respondents for mostly preferred, 36% is moderately
preferred and 34% for least preferred.

• For Geo-fresh organic there are 30% respondents for mostly preferred, 36% is moderately
preferred and 34% for least preferred.

• For Organic Tattva there are 23% respondents for mostly preferred, 41% is moderately
preferred and 36% for least preferred.

40
Q14. what influences your shopping decisions for organic food product?

Objective:- To know influences on your shopping decisions for organic food product.

Influences your shopping Highly Mordantly Last

decisions important important important
Instagram 54 18 28
Facebook 33 29 38
Snapchat 25 20 55
Image of the products 35 40 25
Company name 52 41 7
Celebrity endorsement 22 38 40
Special offers 42 40 18
Suggested by health doctor 62 35 3
Quality of food 71 25 4
Good for health 69 29 2

Table no. 4.14 Frequency counting on influences on shopping decisions for organic food
product

Chart no. 4.14 Total number of responses on influences on shopping decisions for organic
food product

41
INTERPRETATION:

• Above chart shoes the influences shopping decisions for organic food product.

• For Instagram there are 54% respondents for highly important, 18% is moderately important
and 28% for least important.

• For Facebook there are 33% respondents for highly important, 29% is moderately important
and 38% for least important.

• For Snapchat there are 25% respondents for highly important, 20% is moderately important
and highest 55% for least important.

• For Image of the products there are 35% respondents for highly important, 40% is
moderately important and 25% for least important.

• For Company name there are 52% respondents for highly important, 41% is moderately
important and 7% for least important.

• For Celebrity endorsement there are 22% respondents for highly important, 38% is
moderately important and 40% for least important.

• For Special offers there are 42% respondents for highly important, 40% is moderately
important and 18% for least important.

• For Suggested by health doctor there are 62% respondents for highly important, 35% is
moderately important and 3% for least important.

• For Quality of food there are 71% respondents for highly important, 25% is moderately
important and 4% for least important.

• For Good for health are 69% respondents for highly important, 29% is moderately
important and 2% for least important.

42
Q.15. How satisfied you are with your experience on organic food products?

Objective:-To know How satisfied you are with your experience on organic food products

No.of Percentage
Respondents
Highly satisfied 7 7%
Satisfied 6 6%
Neutral 21 21%
Dissatisfied 43 43%
Highly dissatisfied 23 23%

Table no. 4.15 Frequency counting on satisfied you are with your experience on organic
food products

Chart no. 4.15 Total number of responses on satisfied you are with your experience on
organic food products

INTERPRETATION:

• The Above chart shows the liner scale of the respondent. liner scale is Highly satisfied to
Highly dissatisfied, so 7% highly satisfied, 6% is only satisfied, neutral is 21%, dissatisfied is
43% and strongly dissatisfied respondent is 23%.

43
Q16. Occupations wise Distributions on basis of spending

Objective:-To know Occupations wise Distributions on basis of spending

Income Students Service Business Housewife Other

₹1000 or below 18 1 4 0 16

₹1000 – ₹ 2500 15 0 4 0 7

₹2500 – ₹5000 21 3 2 2 7

₹5000- ₹10000 3 0 0 0 2

₹10000 and 0 0 0 0 0
more

Table no. 4.16 Frequency counting on Occupations wise Distributions on basis of spending

25

20

15

10

0
Students Service Business Housewife Other

₹1000 or below ₹1000 – ₹ 2500 ₹2500 – ₹5000 ₹5000- ₹10000 ₹10000 and more

Chart no. 4.16 Total number of responses on Occupations wise Distributions on basis of
spending

44
CHAPTER -5 FINDINGS

45
• There are 61% of the respondents are from age group of 18 – 24, 29% of the respondents are
from the age group of 25 – 34, 11% of the respondents are from the age group of 35 – 45, and
9% are from age group of above 44. . There are 67% male and 33% are female. . There are 57%
of the respondents are students, 4% of the respondents are services, 10% of the respondents are
businessman, and 2% are housewife, 27% respondents are others. There are 97% of the
respondents are say Yes, 3% of the respondents are sayNo. “Reasons for not purchasing organic
food products” of the respondents. There are 27% of the respondents are for Lack of knowledge,
for High-cost respondents 47%. There is same 23% of the respondents are for Organic products
is not available in your city and 3% respondents are others. the liner scale of the respondent.
liner scale is Strongly Agree to Strongly Disagree, so 22% strongly agree, 29% is agree, neutral
is 18%, disagree is 13% and strongly disagree respondent is 21%. income wise distribution of
the respondents. There are 33% of the respondents are spend ₹1000 or below income. Income
spends of ₹1000– ₹ 2500 is 25%. the respondents are from the income group of
₹2500 – ₹5000 is 15%, 5% of the respondents are from the spend income of ₹5000- ₹10000
and 5% of the respondents are from the spend income of ₹5000- ₹10000. shows positive
changes after consume organic food products respondent. There are 68% of the respondents are
strongly agree for improve immune Systeam. Then 44% agree that organic food is easy to
digest. 41% respondents agree for better overall health. For energetic respondents only agree
37% and last. 43% respondents for overall health.

• Highest respondents strongly agree for improve immunity system after consume organic food
products. And 7 % respondents sare disagree for energetic after consume food. There are 58%
customers are buying organic vegetables.70% customers like to buy organic fruits. There are
14% buyer buy organic meat. There are 30% customers often buy Processed organic food (e.g.,
coffee, biscuits) and 36% customer buying often organic raw materials (e.g., sugar, flour).
There are 46% customers are buying organic food from the market. Again 47% customers like
to buy organic products from Supermarkets. There are only 33% buyer buy from convenient
stores. highly around 22% customer buy from health food shops. And 26% customers shopping
from stores. There are few 10% people buy from the other locations. There are 78%
respondents for Yes. There are only 5% respondents for No and 17% respondents for cant’s
say. For Convenience factors there are 33% respondents for strongly agree, 48% agree ,19%
for neutral.

For Price factors there are 38% respondents for strongly agree, 35% agree, 25% for neutral and
only 2 % disagree.For benefits for health factors there are 62% respondents for strongly agree,

46
29% agree
,5% for neutral, 3% disagree and 1 % for strongly disagree.For Product comparisons factors there are
47% respondents for strongly agree, 33% agree 18% for neutral and 2% for disagree.

• For Patanjali there are 54% respondents for mostly preferred, 34% is moderately preferred
and 12% for least preferred.

• For Organic India are 35% respondents for mostly preferred, 49% is moderately preferred
and 16% for least preferred.

• For Aryavarta organic are 26% respondents for mostly preferred, 35% is moderately
preferred and 39% for least preferred.

• For Bansi gir gauveda there are 20% respondents for mostly preferred, 36% is moderately
preferred and 34% for least preferred.

• For Geo-fresh organic there are 30% respondents for mostly preferred, 36% is moderately
preferred and 34% for least preferred.

• For Organic Tattva there are 23% respondents for mostly preferred, 41% is moderately
preferred and 36% for least preferred.

• For Instagram there are 54% respondents for highly important, 18% is moderately important
and 28% for least important.

• For Facebook there are 33% respondents for highly important, 29% is moderately important
and 38% for least important.

• For Snapchat there are 25% respondents for highly important, 20% is moderately important
and highest 55% for least important.

• For Image of the products there are 35% respondents for highly important, 40% is
moderately important and 25% for least important.

• For Company name there are 52% respondents for highly important, 41% is moderately
important and 7% for least important.

• For Celebrity endorsement there are 22% respondents for highly important, 38% is
moderately important and 40% for least important.

• For Special offers there are 42% respondents for highly important, 40% is moderately

47
important and 18% for least important.

• For Suggested by health doctor there are 62% respondents for highly important, 35% is
moderately important and 3% for least important.

• For Quality of food there are 71% respondents for highly important, 25% is moderately
important and 4% for least important.

• For Good for health are 69% respondents for highly important, 29% is moderately
important and 2% for least important.

• the liner scale of the respondent. liner scale is Highly satisfied to Highly dissatisfied, so 7%
highly satisfied, 6% is only satisfied, neutral is 21%, dissatisfied is 43% and strongly
dissatisfied respondent is 23%.

48
CHAPTER -6 CONCLUSION

49
It is concluded that the products in the selected retail outlets are not available daily and so
purchasing power of consumers was very low and also concluded that health is an important
reason for buying organic food. Consumers of Surat are aware of various organic food and they
perceive that it is too expensive comparing with the conventional products. India is emerging
as a strong market for organic food products. IN 2020 during COVID-19 pandemic, India is
expected to be self-reliant in producing chemical free food products i.e. organic food. As the
study concluded consumers who were at least having a bachelor's degree and under the age
group of 20 to 40 years with the income of Twenty to Forty thousand rupees per month have a
positive perception, Attitude, belief and purchase intention towards going green. Demographics
have also been identified to affect the demand of organic food items. Majority of organic food
customers are educated youth, have high paying capacity. In India, higher prices prove to be a
hurdle for the masses making them unable to afford them. The prevalent government support
and various schemes introduced makes India a better market for Organic produce in the years
to come.

The purpose of this paper was to determine the consumer behaviour towards organic food in
Surat. Understanding consumer ‘s behaviour and decision making towards organically grown
products it has been found out that health, safe, taste and environmental concerns were the most
important factors deciding consumer ‘s attitude and preference towards purchasing organic
products. India being a country which is largely dominated by agricultural sector, has a huge
potential and untapped market for organic food products. There is a high awareness about the
organic food products in the Surat market. Premium price continues to hold back the demand
for organic food. It is difficult to justify the premium price because health benefits asserted to
organic food are often not quantifiable. Consumers believe that organic food is good for health
and thus it protects the health and also the quality of the organic food product is much better
than conventional food products. The study shows that the monthly income of the respondents
has a significant impact on their willingness to pay high price for the organic food products.
The study also reveals that there is an impact of use of organic food product and the level of
satisfaction towards it. Consumers are satisfied after using organic food products.

50
The consumer buying organic food because it's helpful for human body, like increasing
immunity system in covid-19 pandemic, consumer believes organic food helps human heart
and easy to digest food. services employed customers and Businessmen spend more money in
organic food products. They spend Rs.2000 to Rs. 2500 in a week Also, The student's attitude
is also positive for buying organic food products. An investigation also shows that the people
also looking for the pricing of various organic food. When consumer visit the organic retailers
stores they buying more organic vegetables and fruits compere to other organic products.

51
CHAPTER -7 RECOMMENDATION

52
1. Organic food certifying agencies should inform and educate consumers about the
guidelines, procedures and standards of organic farming set by them. The organic food
producers and sellers should highlight the certificate of genuineness in their promotional
campaigns since it will help them to gain an edge over the competitors and build and enhance
consumer trust.

2. The organic food retailer stores should give more offers for the students so that they can
capture the customer of young age.

3. Organic food market is in the infancy stage. For sustainability of this market, producers and
sellers need to create awareness and promote their brands in the 159-domestic market by
highlighting how carefully organic farming methods are adopted by them, how rigorous quality
standards are maintained and which health and environmental benefits consumers may enjoy
by adopting organic food in daily life.

4. For sustainable growth and development of the organic food market, it is essential to have a
large number of satisfied consumers who buy and consume organic food products more often.
To increase the consumption, it is imperative to create awareness, promote the products, reduce
the barriers in buying and, most importantly, build the trust of consumers that organic food is a
genuine product which has many health, social and ecological benefits.

5. organic food retailers should keep prices affordable to capture the middle-income group
customers.

53
CHAPTER -8 BIBLIOGRAPHY

54
• https://maple3.ca/blogs/most-popular/9-amazing-benefits-of-
organic-food

• https://www.researchgate.net/publication

• http://www.fao.org/organicag/doc/meeting160203.htm
• http://www.adital.org.br/
• http://www.iadb.org/foromic/Vforo/sections/presentations.asp

• http://www.fao.org/es/ESC/en/20953/20990/index.html

• http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3541339/

• http://www.ask-force.org/web/Regulation/Gasson-Scientific-Perspectives-
Regulating- 2001.pdf

• http://www.ncbi.nlm.nih.gov/pubmed/14698953

• https://www.worldwidejournals.com/paripex/recent_issues_pdf/2018/March/Mar
ch_201 8_1521296276 162.pdf

• https://www.researchgate.net/publica

• http://www.theguardian.com/environment/2013/mar/20/organic-sales-
slip-again- economic-gloom.

• https://food.ndtv.com/food-drinks/world-health-day-2018-4-health-
benefits-of- switching-to-organic-food-1833708

• https://ota.com/organic-101/health-benefits-organic
https://yehaindia.com/best-organic-beauty-brands-
in-india/
• https://www.statista.com/statistics/1132405/india-net-area-under-organic-
farming/ http://apeda.gov.in/apedawebsite/organic/Organic_Products.htm
• https://organicindiausa.com/our-story/
• https://www.bloomberg.com/profile/company/1332165D:IN
• https://apeda.gov.in/apedawebsite/organic/organic_products.htm
• https://www.britannica.com/topic/organic-food
• https://en.wikipedia.org/wiki/Organic_food
• https://www.healthline.com/nutrition/what-is-organic-food

55
• https://www.bbcgoodfood.com/howto/guide/organic
• https://ehjournal.biomedcentral.com/articles/10.1186/s12940-017-0315-4
• https://www.dosomething.org/facts/11-facts-about-organic-food
• https://study.com/academy/lesson/what-is-organic-food-definition-facts-
pros-cons.html
• https://ota.com/organic-101/how-organic-food-grown

56
CHAPTER -9 ANNEXURE

57
Dear sir/madam,
I am MIRAL SAVALIYA, student of T.Y. B.B.A. at Shree Uttar Gujarat BBA college. I am
carrying out a research project study on “CONSUMER BUYING BEHAVIOUR TOWARDS
ORGANIC FOOD AFTER COVID-19 IN SURAT ”. So I kindly request you to fill this
questionnaire and support me.This study is only for academic purpose.
THANK YOU.

1. Email *

Organic Food

58
2. Name *

3. Gender *

Mark only one oval.

Male

Female

Prefer not to say

Other:

4. Age *

5. Occupation *

6. Have you ever heard about “Organic food”? *

Mark only one oval.

Yes

No

7. Reasons for not purchasing organic food products? *

Mark only one oval.

Lack of knowledge

High cost

Organic products is not available in your city

Other:

59
8. In the past year, how much did you and your family spend on organic food *
monthly?

Mark only one oval.

No Spending

₹1000 or below

₹1001- ₹2500

₹2501 – ₹5000

₹5001- ₹10000

₹10000 or more

9. It is essential that you consume organic foods during Covid-19 pandemic. *

Mark only one oval.

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

60
10. After consuming organic food, what positive changes you feel in your body *
during this covid-19 pandemic?

Mark only one oval per row.

Strongly Strongly
Agree Neutral Disagree
agree disagree

IImprrove
iimmune
systtem

Easy tto
diigestt

Betttterr
Overrallll
Healltth

Enerrgettiic

11. Which type of organic food do you and your family buy most often? (You may *
choose more than one item)

Check all that apply.

Organic vegetables (e.g. Chinese cabbage, botany)

Organic fruits (e.g. apples, oranges)
Organic meat (e.g. chicken, beef)
Processed organic food (e.g. coffee, biscuits)
Organic raw materials (e.g. sugar, flour)

12. Which shopping place do you go often when you want to buy organic food? *
(You may choose more than one item)

Check all that apply.

Markets
Supermarkets
Convenient stores
Health food shops
Stores
Others

61
13. Do you feel that organic food is better than inorganic food for health? *

Mark only one oval.

Yes

No

Maybe

14. Which factors do you consider while purchasing of organic food products? *

Mark only one oval per row.

Strongly Strongly
Agree Neutral Disagree
Agree Disagree

Facttorrs

Conveniience

Prriice

Benefitts forr
healltth

Prroductt
comparriisons

62
15. Your preference towards organic food product company? *

Mark only one oval per row.

Mostly Moderately Least

Preferred Preferred preferred

Pattanjjallii

Orrganiic
IIndiia

Arryavarrtta
Orrganiic

Bansii Giirr
gauveda

Geo--
frresh
orrganiic

Orrganiic
Tattttva

63
16. What factors influence your shopping decisions for organic food product? *

Mark only one oval per row.

Mostly Moderately Least

Important Important Important

IInsttagrram

Facebook

Snapchatt

64
 IImage of tthe
prroductt

Company
name

Cellebrriitty
endorrsementt

Speciiall
Offerrs

Suggestted
by healltth

Qualliitty of
food

Good forr
healltth

17. How satisfied are you with your experience on organic food products? *

Mark only one oval.

1 2 3 4 5

65