CONSUMERS PERCEPTION TOWARDS ORGANIC FOOD PRODUCTS IN NELLORE DISTRICT OF ANDHRA PRADESH
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Date
2023
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Abstract
In the recent times, there has been a growing demand in the consumption of Organic food products due to various nutritional and health benefits. Organic food products add to the benefits of environmental protection in addition to providing safety of humans and animals and these organic food products have been gaining importance among the public especially after covid 19 pandemic. The present study was undertaken mainly to understand the status of organic food products available in Nellore, to understand the consumer awareness, knowledge and perception towards Organic food products. In addition to this, the current study also analyses the major factors that plays a vital role in consumption of Organic food products. The study helps the marketers to create new marketing tactics for manufacturing and distribution of organic food products. The present study was conducted in the Nellore district of Andhra Pradesh from 60 consumers of organic food products. The findings of the study revealed that major organic food products available in the retail outlets are rice and cereals, millets, pulses, processed food products and dry fruits from the brands of Prakruthivanam, Nischalam, Goshala, Timbaku, Prabhakar brand, AH, Bheeshma, Nature Land and Khadi Organics. The correlation analysis reveals that out of the seven profile variables selected, Age, Education, Monthly income and Monthly expenditure on organic products has shown significant relation with the awareness, knowledge and perception on organic food products. The study also reveals that consumer purchase behavior has significant relation with consumer satisfaction, knowledge and perception. For factor influencing purchase decision, out of 33 variables ten variable have loadings on factor one with 50% of cumulative variance, six variables on factor two with 60% of cumulative variance, seven variables on factor three with 64.5% of cumulative variance, five variables on factor four with 68.6% of cumulative variance and three variables on factor five with 72.2% of cumulative variance. However, there are certain problems in consumption of organic products like high price, Inadequate availability, less access to quality products etc., Moreover consumption of organic food products motivates farmer to go for organic farming practices which is considered safe and healthy as well as eco-friendly.