CONSUMER PRFEFERNCE FOR PROCESSED ORGANIC FOOD PRDODUCTS- A CASE STUDY IN BENGALURU CITY
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Date
2017
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UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU
Abstract
Organic production is a overall system of farm management and food production
that combines best environmental practices and production method using natural substance
and processes. The present study analyzed the factors influencing the consumer preference
for processed organic food products and the constraints in marketing of processed organic
food products in Bengaluru city. The primary data was collected through pre-tested
schedule from 60 consumers and 30 retailers. The data was analyzed using descriptive
statistics, factor analysis and Garrett’s ranking technique. The study has clearly revealed
that nutritional content, appearance, affordability, health consciousness and convenience
are the important factors influencing the consumer preference for processed organic food
products. Nearly 48.33 per cent of consumers are ready to pay up to 10 per cent higher
price for processed organic food products. The study also revealed that 36.67 per cent of
consumers preferred to consume only specific brands. Besides 30 per cent of consumers
preferred to buy the same brand, even if the prices are slightly higher than other brands.
The major constraints in marketing of processed organic food products as per garrett’s
ranking are customers not aware of products with ranks 1st with 65.16 score, followed by
side effects with 58.37 score. The other major constraints expressed by retailers was high
prices, with garrett’s score of 53.26 followed by non-palatable taste with 48.4 score. It is
suggested that the consumers should prefer organic food products from the point of health
and nutritional value.