A STUDY ON CONSUMER BEHAVIOUR TOWARDS ORGANIC BASMATI RICE IN JAMMU
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Date
2018-10
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Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu, Jammu
Abstract
The project entitled “A Study on Consumer Behaviour towards Organic Basmati Rice in Jammu” was carried out in Jammu region in 2018. A total of 150 sample respondents were selected from the sample area. The information was collected from the sample area. The data collected was subject to analysis for examining the objectives of investigation. From the study it is revealed that 70 per cent respondents were liking good for health attributes in organic basmati rice. It is inferred that 89.33 per cent of the respondents purchase in specialized retail outlets, 6.67 per cent of the respondents purchase in karyana stores, 4 per cent of the respondents purchase from exclusive outlets. The study also revealed that majority of the respondents i.e. 50.67 per cent) preferred to go other shop to search for their preferred rice. The study revealed that 44 per cent of respondents are ready to purchase when increased cost between 0-20 per cent, 38 per cent of respondents are ready to purchase when increased cost between 20-40 per cent, 12 per cent of respondents are ready to purchase when increased cost between 40-80 per cent, and remaining 6 per cent of respondents are ready to purchase more than 80 per cent cost of organic basmati rice is hiked. It is also reflected from the study that 90 per cent of the respondents observed that organic basmati rice is better than other basmati rice. The study revealed that 44 per cent of respondents observed that prices of organic basmati rice are high. The study revealed that 26.67 per cent of respondents believe in the previous experiences to make a perception about Organic basmati,36 per cent believe in the current experience, 17.36 per cent believe on the expectations from the company/brand, 20 per cent believe on the marketing/advertising. The study also revealed that information about organic basmati rice to respondents is more from friends and family i.e. 41.33 per cent, and second is by advertisement i.e. 31.33 per cent, 20.67 per cent from market, 6.67 per cent by self searching. The study also revealed that respondents have assigned first rank to the taste of the organic basmati rice, second rank to the packaging of the organic basmati rice, third rank to the overall quality of the organic basmati rice, fourth rank to price of the organic basmati rice, fifth rank to the purchase experience of the organic basmati rice and sixth rank to the usage experience of the organic basmati rice.
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