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EXPLORING THE FACTORS IMPACTING THE PURCHASE INTENTION OF CONSUMERS FOR ORGANIC FOODS
| Content Provider | KrishiKosh-Indian National Agricultural Research System |
|---|---|
| Advisor | Prabhavathi, Y. |
| Researcher | Kalaivani, A. |
| Abstract | The present study “Exploring the factors impacting the purchase intention of consumers for organic foods†was mainly aimed to study the most preferred category of products of organic origin, to identify the factors influencing the purchase intention of organic foods and to find the relationship between demographic factors and factors influencing the purchase intention in the study area. For the present study, purposive cum simple random sampling technique was adopted. The study was undertaken in Coimbatore district of Tamil Nadu. Major five retailers in the district were randomly chosen for the study. Thirty consumers visiting each retail shop were identified and randomly selected and thus the total sample size was 150. A pre structured schedule was prepared and consumers identified above were surveyed to explore various factors influencing them to purchase organic products. The data collected was analyzed to attain the stated objectives by using percentage analysis, Garret ranking technique, cross tabulation, Likert scaling technique and factor analysis. The study revealed that, vegetables followed by milk and dairy products were the most preferred category of products of organic origin. Food safety factor followed by supportive factor were the major factors considered by sample respondents while purchasing of organic foods and influential and motivational factors were least preferred by respondents while purchasing organic foods. Majority of sample respondents fall in the age group of 25-35 years and were majorly considering food safety factor, environmental factor, influential factor, cooking quality factor, keeping quality factor and reliability factor while purchasing organic foods. Majority of sample respondents fall in the occupation group of private employees and were majorly considering influential factor, food safety factor and hygiene factor while purchasing organic foods. The major constraint in purchasing organic foods by sample respondents was high price followed by poor promotional activities by the marketers and least constraint was non availability of the products regularly. |
| Page Count | 106 |
| File Size | 5650434 |
| File Format | |
| Language | English |
| Publisher | Acharya N.G. Ranga Agricultural University |
| Access Restriction | Open |
| Subject Keyword | Organic Foods Exploring The Factors Impacting The Purchase Intention of Consumers For Organic Foods Agricultural Business Management |
| Content Type | Text |
| Educational Degree | Master of Business Administration (M.B.A.) |
| Resource Type | Thesis |
