A

RESEARCH PROPOSAL
ON
“A study of consumer behaviour towards organic food among
health conscious individual into North Gujarat”

S. K. SCHOOL OF BUSINESS MANAGMENT

HEMCHANDRACHARYA NORTH GUJARAT UNIVERSITY,
PATAN.
Submitted To:
DR. C.P. THAKOR

No Name Roll No Signature

1 Heena.G.Gidwani 16
2 Samixa.P.Raval 47
1.Introduction
Organic food has appeared to be a primary choice among the specific sections of the
citizenry of contemporary India. Growth in the organic products market in the country
has been at a CAGR of 25 per cent and statistic project it to touch INR 10,000–20,000
crore at the end of 2020, from INR 4000 in 2019.
Within this, the growth estimate of the market size of organic packaged food is at a
CAGR of 17 per cent crossing INR 87.1 crore by 2021 from INR 53.3 crore in 2016
(Business World, 2019). Some of the reasons behind this growth can be attributed to
the preference of new parents to provide chemical-free food for their infants, their
online availability and awareness towards health consciousness (HCN).
Although this increasing attitude towards organic food and linking it with a healthy
lifestyle is observed mainly among the urban masses over their rural or semi-urban
counterparts, yet, this shift in lifestyle choices cannot be left ignored.

2.Need of the study

 The purpose of this research is to examine what factors motivate consumers to buy organic
food products and how motives affect the consumers' intention to purchase and actual
purchase of organic food products.So, hereweare conducting a survey to compare the
health conscious and non-health consciousness. The present study deal with various
variables that influence the consumers’ attitudes and behaviour among individual in
North-Gujarat.

3.Research Design

 The respondents were carefully chosen for data collection with the questionnaire at
the outlets of large Indian organic food selling stores in selected 5 districts. The
findings implied that, Health consciousness, Environmental and Animal welfare
concerns are key motives and the organic food consumption motives positively affect
the consumers' intention to purchase and actual purchase of organic food products.
4.Objective of study

Consumer based research related to consumer attitude towards organic foods and their
purchase behaviour. The present study aims to work with the following objectives:-

 To examine the level of awareness towards organic products in North Gujarat

 To find out consumer attitude towards organic food.
 To assess the role of health conscious in determining the relationship between
consumers attitude and behaviour towards organic foods.
 To assess and evaluate the factors facilitate the consumption of organic products.

5. Hypothesis of the study

H 1.1: Healthy lifestyle moderates the effect of consumer attitude towards organic foods
among health consciousness.

H1.2: Health knowledge moderates the relationship between consumer attitude and
product purchase behaviour towards organic food.

H1.3: Health concern moderates the effect of consumer attitude towards organic food
among health consciousness.

H1.4 Work schedule moderates the relationship between consumer attitude and product
purchase behaviour towards organic food.

6. Population and sampling size

 The population for this research project would be in North Gujarat, which includes 5 districts
named Sabarkhanta, Banaskhanta, Mehsana, Patan, and Gandhinagar.
 The population for this research would be businessman, Professionals, Students, Gym
trainers, Housewife.
 Sampling Size: 350

7.Sampling Method

 Non- Probability Judgemental sampling method for research study

8.Sources of data collection

 8.1 Primary Data: A questionnaire that we are going to designed to measure

consumer attitude and their behaviour towards organic foods and health
consciousness.
 8.2 Secondary Data: Various marketing and finance journals, magazines, reports
and websites we are going to referred

9.Research Instruments

 For research purpose, questionnaire which we are going to prepare to examine the
respondents for the study of consumer behaviour towards organic food and health
consciousness among individual.

10.Tools And Techniques of Data Collection

 Questionnaire
 Frequency Distribution
 Annova test
 Chi-square
 Cross- Tabulation test

11. Limitation of the study

 This study is purely based on research of questionnaire which will be provided by

respondents. Respondents will have their own perception ideas and suggestions.
 This study was conducted involving a sample size of 350 respondent and was carried
out only in the state of Gujarat.

12.Scope of future Research

 The research will be helpful in future to doctors to identify who among these
people are health conscious and only prefer organic food.
 This research will helpful to food inspector for checking who among these farmers
are using pesticides for growing fruits and vegetables.
 This research will also be helpful to Government for farming organic food for
health conscious.
13.Chapter Planning

 Chapter 1: Introduction
Information regarding study of consumer behaviour towards organic food among
health conscious individual, Overview, Scope, Indian & International Scenario of
organic food among health consciousness.
 Chapter 2: Literature Review
We will find 35 literature reviews from different research papers, journals, books,
magazines etc.
 Chapter 3: Research Methodology
Research design, Research Objective, Sampling size, Sampling Method, Hypothesis,
Need of the study, Limitation of the study.
 Chapter 4: Data Analysis & Interpretation
Cross-tabulation, Frequency Distribution, Chi-square, Anova
 Chapter 5: Findings, Suggestions, Conclusion
I will find that how many respondents are health conscious. We will suggest to non-
health conscious respondents to have organic food only as it is healthy.

References

https://link.springer.com/article/10.1007/s13165-015-0109-3

https://www.mdpi.com/2304-8158/4/3/263

Research Paper on Organic Food | Ultius

(PDF) Organic food and impact on human health: Assessing the status quo and prospects
of research (researchgate.net)