Download consumers buying behaviour towards organic foods in vellore region

International Research Journal of Management & Social Sciences
Volume (1) Issue (4) Year (2016)
ISSN: 2455-4553
CONSUMERS BUYING BEHAVIOUR
TOWARDS ORGANIC FOODS IN
VELLORE REGION
Dr.D.AnandA, V.S. PalaniammalB*
A
Department of Business Administration, Govt. Arts College,
Tiruvannamalai.
B
Department of Management Studies, D.K.M College for
Women, Vellore.
ABSTRACT
An awareness and demand of organic products are increasing in India. Organic foods
are unprocessed food without artificial ingredients, preservatives or irradiation. The
aim of this research paper is to know about the consumer attitude and buying
behaviour towards organic food products. The consumer intense to purchase organic
food is influenced by various factors such as purchase intention, acceptability,
affordability, health consciousness, awareness and attitude. In this study 125
consumers are used in the survey for finding the buying behaviour of organic foods
in Vellore city during the year 2015. Data is collected from various organic shops in
Vellore city.
Keywords: Organic Food Products, Consumers, Purchase, Attitude, Buying.
Received: 22 Mar. 2016
Corresponding author:
Accepted: 28 Mar. 2016
Published: 30 Apr. 2016
D. Anand & V.S. Palaniammal
1. INTRODUCTION
Magnusson et al. (2003) found from research is human health, environmental
friendly are predictors of purchase frequency. Torjusen et al. (2001) survey is organic
food purchasers were more concerned with environmental, health issues. Magnusson et
al. (2001) survey was conducted through mail , most respondents positive attitudes
towards organic food products are good taste and more expensive, healthier than
conventional products. Loureiro et al. (2001) survey is higher food safety, environmental
concerns are increase the consumers’ willingness to purchase the organic products.
Tregear et al. (1994) survey is conducted through mail and telephone. Healthy,
environmental friendly and better tasting than conventional food products. Jolly
(1991)mail survey was conducted that found their research is food safety, freshness,
health benefits, nutritional value, environmental effect, flavour and appearance of
product are the factors considered choosing organic foods.
Ragavan & Mageh (2013) found their research is that consumer perception
towards organic products, product safety, environment friendliness and availability of
product information are the major factors for purchase intention towards organic
products. Zeinabseyedsaleki et.al (2012) found their study is that consumers buying
behaviour is influenced by organic knowledge, quality, price consciousness, subjective
norms and familiarity on attitude. 150 consumers are responded in Iran. The survey is
conducted through questionnaire with simple random method. All the factors are positive
and significant except the subjective norms influence on organic buying behaviours.
Ihsan effendi et.al (2015) the aim of the research is that taken from 270
respondents at several organic markets. Organic food knowledge, health knowledge and
subjective norm variables are affected the consumer behaviour. Shashikiran &
Madhavaiah (2014) found their research is conducted in Bangalore city from 150
consumers. 53% of the consumers were aware about organic products in the market. The
study is focused on willingness to pay premium for organic food products. Consumers
are ready to pay 20 – 30 % more for organic food products for belief on the safety and
health aspect of the product.
Zhou Lili & Chen Tong (2007) found their research is to gain knowledge and
consumer attitudes towards organic food in Urumqi. The data was collected from 720
consumers by face – to – face survey. 44.9% of consumers had never heard of organic
food. Consumers mostly considered the organic products are healthy, good quality and
taste. Most of them are not very familiar with the supply of organic food products.So
marketers to increase the awareness, advertise and knowledge of products. Some groups
willing to pay higher prices for these food. So some marketing strategies should be
targeted towards such groups.
Int. Res. J. Mgmt. Soc. Sci. Vol. 1(4),
36
D. Anand & V.S. Palaniammal
Marija Radman (2005) the aim of the research is to gain knowledge about
consumer attitudes toward organic products in Croatia. The data is collected by face – to
–face from 179 consumers. Consumers are not familiar with the supply of products.
Some consumers have more positive attitudes towards organic products. Marketing
strategies for organic products should be targeted towards such groups. Sakthirama &
Venkatram (2012) found their research is to measure attitude, familiarity and purchase
behaviour of consumers towards organic food in an urban city of India. Consumer
behaviour is nowadays changed towards purchase of many environmental friendly
organic products. The survey was conducted in Coimbatore city from the 200 consumers
were selected randomly.
2. OBJECTIVES
1. To know about the consumer attitude towards organic food.
2. To know the consumers knowledge and awareness of organic food products.
3. To find the consumer purchasing behaviour of organic food products.
3. RESEARCH METHODOLOGY
The primary data is collected during Jan & Feb 2016 in vellore. 125 consumers
were randomly selected for research. Percentage analysis, one- way ANOVA, correlation
analysis were applied. Hypothesis is calculated. Demographic factors is compared with
some factors.
4. FINDINGS
The outcome of the research were obtained from 125 respondents. Table-1 shows
that 40 (32%) of the respondents are between 25- 35 years age group, 38 (30.4%) of
them are between 35 – 45 years age group, 20 ( 16%) of them are between 18 -25 age
group, 19 (15.2%) of them are between 45 – 55 and 8(6.4%) of themare between above
55 years. Analysis also shows that 74 (59.2%) of them are male and 51 (40.8%) of them
are female. Majority of the respondents are married 94 (75.2%) and 31 (24.8%) of them
are unmarried.
42 (33.6%) of the respondents income is between 20000 – 30000, 38 (30.4%) of
the respondents income is between 30000 – 40000, 23 (18.4%) of the respondents
income is between 10000 – 20000, 15 (12%) of the respondents income is between
40000 – 50000 and 7 (5.6%) of the respondents income is above 50000. 62 (49.6%) of
the people in this survey have master degree, 33 (26.4%) have U.G degree, 21 (16.8%)
have Phd, 4(3.2%) have SSLC and others category respectively and 1(0.8%) have H.Sc
qualification. Also analysis shows that 67 (53.6%) of the respondents family size is upto
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D. Anand & V.S. Palaniammal
38
4 members, 51 (40.8%) family size is between 5 – 10 members, 7 (5.6%) family size is
between 10- 15 members.
Table 1: Respondent Profile
Profile characteristics
Numbers
Percentage (%)
Age
18 – 25
25 – 35
35 – 45
45 – 55
Above 55
20
40
38
19
8
16
32
30.4
15.2
6.4
Gender
Male
Female
74
51
59.2
40.8
Marital status
Married
Unmarried
94
31
75.2
24.8
Income
10000 – 20000
20000 – 30000
30000 – 40000
40000 – 50000
Above 50000
23
42
38
15
7
18.4
33.6
30.4
12
5.6
Qualification
S.S.L.C.
H. Sc.
U. G.
P.G.
Ph. D.
Others
4
1
33
62
21
4
3.2
0.8
26.4
49.6
16.8
3.2
Family size
< 4 members
5 – 10
10 – 15
Others
Source : Primary Data
67
51
7
0
Int. Res. J. Mgmt. Soc. Sci. Vol. 1(4),
53.6
40.8
5.6
0
D. Anand & V.S. Palaniammal
39
Table.2 Qualification and on first heard about organic food products in Vellore
Source of
Variation
Between
Groups
Within
Groups
Sum of
Squares
118
Degree of
freedom
5
Mean
Squares
23.6
370
19
19.4
F Value
1.21
F Critical
Value
2.7401
Significance
NS
Table 2 describes there is no significant difference between qualification and first heard
about organic food products .but there is a significant difference between age and first
heard about organic food products. (Table-3)
Table.3 Age and on first heard about organic food products in Vellore
Source of
Variation
Between
Groups
Within
Groups
Sum of
Squares
116.17
Degree of
freedom
5
216
25
Mean
Squares
23.2
F Value
2.68
F Critical
Value
2.60
Significance
S
8.64
Table4Age and Preferred of organic food products in Vellore
Source of
Variation
Between
Groups
Within
Groups
Sum of
Squares
472.1
Degree of
freedom
1
Mean
Squares
472.1
3317.9
5
663.5
F Value
0.17
F Critical
Value
6.607
Significance
NS
Table.5Age and organic products are healthier
Source of
Variation
Between
Groups
Within
Groups
Sum of
Squares
1477.1
Degree of
freedom
1
Mean
Squares
1477.1
366.4
9
40.7
F Value
36.29
F Critical
Value
5.1174
Significance
S
From the table-5 indicates that one-way anova is applied, there is a significant difference
between age and organic products are healthier.
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D. Anand & V.S. Palaniammal
40
Table.6 Family Size and Consumption pattern of organic food
Source of
Variation
Between
Groups
Within
Groups
Sum of
Squares
457
Degree of
freedom
4
704.1
9
Mean
Squares
114.25
F Value
1.51
F Critical
Value
3.63
Significance
NS
78.23
From the table-6 there is no significant difference between family size and consumption
pattern of organic food.
Table.7 Income and Consumption pattern of organic food
Source of
Variation
Between
Groups
Within
Groups
Sum of
Squares
301.75
Degree of
freedom
4
357.05
18
Mean
Squares
75.4
F Value
3.8
F Critical
Value
2.9
Significance
S
19.8
Table.8 Age and Consumption pattern of organic food
Source of
Variation
Between
Groups
Within
Groups
Sum of
Squares
316.6
Degree of
freedom
4
357.1
19
Mean
Squares
79.15
F Value
4.23
F Critical
Value
2.8
Significance
S
18.7
From the table shows that there is a significant difference between income, age and
consumption pattern of organic food.
Table.9
Source of
Variation
Between
Groups
Within
Groups
Sum of
Squares
624.1
748.4
Income and organic food is costlier
Degree of
freedom
1
9
Mean
Squares
624.1
F Value
7.50
F Critical
Value
5.1
Significance
S
83.1
From the table-9 shows that there is a significant difference between income and
organic food price.
Int. Res. J. Mgmt. Soc. Sci. Vol. 1(4),
D. Anand & V.S. Palaniammal
 33.6 % of the respondents are aware of organic food products more than 3years,
36 % of the respondents are aware of 1-3 years, 15.2 % of the respondents are
aware 6-12 months. 28.8 % of the respondents are said to advertisement is the
main factor of heard about organic food, 14.4 % of the respondents are said that
magazine,19.2% of the respondents are said that newspaper,12 % of the
respondents are said that internet,21.6 % of the respondents are said that friends,4
% of the respondents are said heard about organic food known from others.
 100% of the respondents are consume organic food, preference, taste are highly
satisfied with organic food products. 17.6 % of the respondents are often
consume organic food 4-5times a week, 11.2 % of respondents are often
consume organic food 2-3 times a week, 48.8 % of the respondents are often
consume organic food once a week, 14.4 % of respondents are often consume
organic food once a month, 8 % of respondents are often consume organic food
2-3times a month.
 80.8% of the consumers felt the organic food products price is costly and 19.2 %
of the respondents are felt the price is normal. 48.8 % of the respondents very
favourable with organic food products,21.6% of the respondents said neutral,
27.2% of the respondents somewhat unfavourable,2.4 % of the respondents very
unfavourable with organic food products.5.6 % of the respondents are chosen
organic food products because of ethical reasons,28 % of the respondents are
chosen protect the environment 8% of the respondents are chosen prefer the
taste,54.4% of the respondents are chosen quality of product,4% of the
respondents are chosen piece of mind.
 92% of the respondents are strongly agreed of organic food products are healthier
and 8% of the respondents are agreed. 68.8 % of the respondents are strongly
agreed about superior quality of organic food products, 28% of the respondents
are agreed, 3.2 % of the respondents are partially agreed.
 84 % of the respondents said organic food is good for children’s health, 15.2 %
are agreed, 0.8 % are partially agreed of the above statement. 79.2% of the
respondents said no chemicals in organic food products and at the same time
20.8% of them said disagreed the above statement. 32% of the respondents are
strongly agreed the organic foods are trendy/ fasionable, 39.2% of them partially
agreed, at same time 28.8% of them strongly disagreed.
 80% of the consumers used organic food products because of the doctors
recommendation. 80% of the respondents are strongly agreed the organic food is
limited availability in market, 17.6% of the respondents arepartially agreed, 2.4
% of the respondents are disagreed.
 60 % of the consumers are expected certification need for organic food products.
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D. Anand & V.S. Palaniammal
42
 78.4 % of the consumers are said the organic food products having limited
information only.
Table 10.Frequency of organic food consumption and cost relation
X
y
Dx
Dy
x-a
y-b
dx2
dy2
dx.dy
22
16
-39
-4
1521
16
144
14
220
-47
0
2209
0
0
61
32
0
12
0
144
0
18
41
-43
21
1849
441
-903
10
16
-51
-4
2601
16
204
-180
25
8180
617
-555
Where x= Frequency of organic food
y = cost relation
r = 0.37
Inference: There is a positive difference between frequency of organic food consumption
and cost relation
Table 11.Overall opinion of organic food and organic product healthier
X
y
dx
Dy
x-a
y-b
dx2
dy2
dx.dy
61
1155
34
105
1156
11025
3570
27
10
0
0
0
0
0
0
0
27
10
729
100
270
34
0
7
10
49
100
70
3
0
-24
10
576
100
240
44
135
2510
11325
4150
Where
x= overall opinion of organic food
y= organic products healthier
r = 0.69
Inference: There is a positive difference between Overall opinion of organic food and
organic product healthier.
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D. Anand & V.S. Palaniammal
43
Table 12.Good for children’s health and contains no chemical in organic foods
X
y
dx
Dy
x-a
y-b
dx2
dy2
dx.dy
105
65
86
50
7396
2500
4300
19
34
0
19
0
361
0
1
15
-18
0
324
0
0
0
8
19
-7
361
49
-133
0
3
19
-12
361
144
-228
106
50
8442
3054
3939
Where
x=Good for children’s health
y =Don’t contain chemical
r = 0.7
Inference: There is a positive difference between good for children’s health and no
chemicals in organic food.
5. CONCLUSION
In this study from the outcome of the evaluation, the following are the main
findings. Most of the consumers are buying the products by knowing it from the
advertisements. Some countable peoples are changing to organic foods by knowing it
through their friends. Most of the consumers regularly buying the organic food because
of its taste, quality and the elders feel that it was healthier than conventional foods. The
frequency of purchase of majority of the group is by once in a week. Very few of them
purchase it four times in a week. Even though the organic foods had many good things,
majority of the consumer feel that the price of almost all foods are costlier. If it is
affordable then many of them ready to change their buying behaviour.
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