Preference and purchase attitude of consumers towards organic food products in Coimbatore city
Arunkumar B, Dr. Elangovan D
Food consumption patterns are changing as a result of health and environmental issues. Interest in organically produced food is increasing throughout the world. The increased range of healthy foods and the establishment of certificates for pesticide controlled vegetables and food products indicate that there is a potential market available for this segment, hence, this study is an attempt to identify the consumer’s level of preference and purchase behaviour of organic food products in Coimbatore. The objectives are to study the level of preference and purchase attitude of consumers for organic food products, to evaluate the barriers for organic food products perceived by the consumers and to suggest measures for improvement of organic food products. The research was descriptive in nature. The organic food stores particularly in and around Coimbatore are taken for the study are the sampling units. A list containing all such sampling units is considered to be the sampling framework. There are about 15 well established and organized food product stores in Coimbatore City limits. for the present study the researcher selected three stores from each zone and collected minimum 25 respondents from one store that concludes the samples (3 x 25 x 4 = 300). The researcher used stratified random sampling method taking only 25% of the consumers from each zone. The researcher used primary and secondary data to collect the details from the respondents. For analyzing the data, the researcher transformed the data into Master Table and calculations were done using SPSS-16 and presented the simple arithmetic tools like Percentage Analysis, Weighted Average, Garrett Ranking Method and to measure the probability to find the relationships Multiple Linear Regression analysis was performed. The major findings are the respondents reasons for preferring and consuming organic food products was ranked first for the statement “My close friends and family consume organic food” and the least rank was for the statement “I care about cholesterol and fat”, while, opinion of the respondents on reasons for the purchasing organic food products was ranked first for the statement “Better Taste, Flavour and Quality” and the least rating was for the statement “Become more readily available”. Further,the respondents ranking towards barriers for preferring organic food products based on certain attributes for which the first rank was perceived for the statement “Would buy organic frequently if it was cheaper” and the final rank was for the statement “Can’t get hold of organic products / not convenient”. Finally, the regression analysis reveals that the relationship between the variables preference of organic food products and reasons for preference are found significant for few variables are partially accepted and insignificant for few variables are partially rejected. The study concludes that the if the government and the policy makers takes necessary initiatives there will be a definite green organic revolution expected to strengthen the health quality of the consumers and march towards success in building disease free generation.
Arunkumar B, Dr. Elangovan D. Preference and purchase attitude of consumers towards organic food products in Coimbatore city. International Journal of Multidisciplinary Research and Development, Volume 3, Issue 8, 2016, Pages 212-218