Project Report On Organic Products Perception

PROJECT REPORT 2023-24 CONSUMER’S PERCEPTION TOWARDS ORGANIC PRODUCTS
1.1 INTRODUCTION
Organic product industry is rapidly growing sectors in the present modern world. An
Organic food includes products obtained from a farming field which avoids using
synthetic fertilizers, pesticides, hormones and genetically modified organisms. The
intention of consumers to purchase organic products has been an interesting study area
and number of researchers has conducted several studies in understanding what
motivates people to purchase organic product.
The organic food market has grown continuously over the past decade, but, the total
share of organic food is still small compared with the total food market. Organic
agriculture not only preserves the environment but it also improves public health,
bringing significant benefits both to the economy as well as to the social cohesion of
rural areas. The interest of consumers and public institutions in organically produced
foods has increased, mainly in developed countries, in response to consumers’
concerns about food safety, human health and the environment. Organic farm
production and trade has emerged as an important sector in India as in other parts of
the developing world, and is seen as an important strategy of facilitating sustainable
development. The development of organic agriculture in India is receiving increasing
attention among the farmer/Producers, processors, trader, exporters and consumers.
Organic products are grown under a system of agriculture without the use of chemical
fertilizers and pesticides with an environmentally and socially responsible approach.
This is a method of farming that works at grass root level preserving the reproductive
and regenerative capacity of the soil, good plant nutrition, and sound soil
management, produces nutritious food rich in vitality which has resistance to diseases.
1.2 STATEMENT OF THE PROBLEM

Marketing success depends on the ability of the firm to find a consumer and to satisfy
his wants. For this purpose, instead of trying to sell what can be produced the business
firm should produce what is really need by the consumer and what would satisfy his
wants and desires, market surveys like this study helps to produce the product which
matches the of the consumer. All the functions of the marketer should revolve around
the consumer, the supreme power. In the complex dynamic marketing scenario present
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day producers will have to reorient themselves and become consumer oriented to meet
the challenges ahead of them. The potential buyers using products which are harmful
to the consumers have increased the perception of the consumer on organic products
started buying and utilizing for their regular consumption. The researcher shows
interest on the positive impact to the society thus this particular study has been carried
out. Organic means working with nature. It means higher levels of animal welfare,
low levels of pesticides, artificial fertilizers and more environmentally sustainable
management of the land and natural environment. Hence, the present study is
conducted to know the perception on organic products and factors that influence the
customers to buy organic products.
1.3 OBJECTIVES OF THE STUDY

1. To study consumer perception towards usage of organic products.
2. To identify the factors influencing purchase decision of organic products.
3. To find out the availability of organic products in Mannarkkad.
4. To offer suggestions based on findings.
1.4 SCOPE OF THE STUDY

There is a wide scope of the research on “consumer perception towards organic
products in Mannarkkad”. Organic food is food produced by methods that comply
with the standards of organic farming. Standards vary worldwide, but organic farming
in general features practices that strive to cycle resources, promote ecological balance,
and conserve biodiversity. Organizations regulating organic products may restrict the
use of certain pesticides and fertilizers in farming. In general, organic foods are also
usually not processed using irradiation, industrial solvents or synthetic food additives.
1.5 SIGNIFICANCE OF THE STUDY
The finding of the study shows that organic food consumption is increasing due to
environmental and health concerns associated with food products. The organic food
products will expand to grow by overcoming the hindrances and also problems on
implementing agricultural market in India.
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1.6 RESEARCH METHODOLOGY
The present study is based on primary data and secondary data. In this research
primary data is collected from the consumers with the help of questionnaire. The
secondary data is collected from various books, journals, website etc. consumers in
Mannarkkad locality have been selected are respondents for the survey. The tools used
for data collection is questionnaire which is specifically focused on the objectives of
study.
1.6.1 RESEARCH DESIGN

Research design is the blue print of the proposed study. It represents the overall
scheme of the study. Here the descriptive research design is used. Descriptive research
studies are those studies concerned with describing the characteristics of the particular
group.
1.6.2 SOURCES OF DATA

The data collected for this project work was from two sources.
1. Primary source 2. Secondary source
Primary Data
The primary data for this research project has been collected by the means of a
questionnaire.
Secondary Data
The data that have been already collected by and readily available sources. Such data
are cheaper and more quickly obtainable than the primary data and also may be
available when primary data cannot be obtained at all. The secondary data was
collected through company website, books & internet.
1.6.3TOOLS AND TECHNIQUES

Data Collection Tools
• Questionnaire
Data Analysis Tools
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• Simple percentage analysis
Data Presentation Tools

• Charts
• Graph
• Table
1.6.4 SAMPLING DESIGN

SAMPLE SIZE
The sample size of the study was 60 people living in Mannarkkad Municipality.
SAMPLING METHOD
In this study convenience sampling technique was used for selecting sample.
Convenient sample is non random sampling method under which the sample are
selected convenient.
1.6.5 PERIOD OF STUDY
The period of study is up to 21 days.
1.7 LIMITATIONS OF STUDY

1. Respondents may be reluctant to respond frankly.
2. The sample size of the study was confined to 60 respondents.
3. The study was affected by time constraints.
4. Measurement of qualitative variable is difficult.
5. Some of the replies of the respondents may be biased.
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2.1 REVIEW OF LITERATURE
Review of literature means the study of previous material related this topic. This will
help the researcher to get the clear idea about the topic. For that it is important to carry
out the research carefully and successfully.
This chapter presents the review of literature relating to the study undertaken in the
earlier studies carried out by various academicians, economists and researchers in the
area of production, sales, profitability and financial performance are received in order
to understate the research problem.
1. Mrs. D. Mythili, Ms. S. Priyadarshini (2020) conducted the study of focused on

consumer perception towards organic products and it has been carried out with the
sample size of 146 respondents who are familiar with Organic Products. The data
collected were analysed using descriptive statistics. Organically produced food has
greater nutritional properties that would likely result in higher levels of public health,
were organic agriculture to be consumed in the same quantities in which
conventionally-grown agriculture is now consumed. As results of environmental
sustainability, importance is shifted towards Organic products rather than
conventional farming. Consumers’ willingness to purchase is influenced by limited
and low supply and higher price of the products and very limited access and available
information. Thus, organic products play an important role in improving the
perception of the end- users towards organic products.
2. Shashi Rani, Dr. Ramesh Rani (2020) conducted the study which was carried in
some rural area of Haryana state with the help of consumer survey which is only
targeted to organic buyers. 200 self-administrated questionnaires were distributed to
the respondents, who are well aware about the organic food Juni Khyat ISSN: 2278-
4632 (UGC Care Group I Listed Journal) Vol-10 Issue-7 No. 15 July 2020 Page | 113
Copyright @ 2020 Authors product. 96 % response rate by adopting snowball
sampling technique. Cronbach’s Alpha (α) was used to measure the reliability of data
it reaches at. The Data Collected were analysed using descriptive statics and graphs.
Finding of the study reveal that people were ready to purchase organic food product
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and even in higher prices but up to 10% only and some consumers don’t know the
organic food.
3. Ms. S. Lakshmi Prabha, Dr. M. Sindhuja (2019) conducted the study of aims to
analyse the factor influencing the consumers to buy the organic products. The main
goals are to examine the attitude, preference of the respondents and their valuable
suggestions. This study is based on the purely original collected data. The data were
collected on the basis of questionnaire method from 50 respondents. SPSS statistical
tools like percentage, ANNOVA, T-Test were used the check the reliability of data
which was collected. Thus, this study analysed the consumer’s preference towards
organic products in Coimbatore District.
4. Dr. N. Savithri, B. Lavanya (2019) conducted the study try to an unspecified to

understand consumer's perception towards organic products. Organic agriculture is a
place producing system which had been followed by farmers from ancient times, is
free from the use of made by chemicals, fertilizers, a chemical substance, growth
regulators and have life feed give food to somebody. The Definition of the word
“Organic”, an ecological management production system that promotes and enhances
biodiversity, biological cycles and soil biological activity. It is based on the minimal
use of off-farm inputs and on management practices that restore, maintain and
enhance “ecological harmony” (National Standards Board of the US Department of
Agriculture (USDA))
5. Mania .M, Nedumaran. G (2019) conducted the study on Understanding the

grounds of extending the degree of characteristic sustenance usage, for instance,
motivation is most fundamental in understanding the ability of the regular sustenance
to transform into a truly standard market. This paper dissects the total investigation
about the mindfulness among the buyers in Rajapalayam Taluk. The analyst has
utilized Chi – Square Test, Percentage Analysis to decide the degree of buyer
mindfulness. Through this investigation, it is found that customers are having a
superior discernment about natural nourishment items. The interest in natural
nourishment items is expanding step by step on an exceptionally huge scale as
individuals are getting progressively cognizant about well-being and the earth.
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6. Athena Prince (2018) conducted the study of awareness of the benefits of organic
food products must be made to increase the number of organic food products and
necessary steps must be taken by the government to increase the production and
distribution of organic food products. Certification and labelling of organic food
products are also suggested. The government must take necessary steps to promote
and increase the production of organic food products. For this, subsidies and loans
must be given to produce of organic food products. There should be a greater number
of organic food shops to increase the availability of organic food products. In addition
to this, certification and labelling of organic food products must be made mandatory in
order to ensure the quality and safety and authenticity of organic food products.
Certification of organic food products also helps to generate more confidence and trust
in organic food products.
7. Abisha. K. A, Dr. P. Kannan (2018) conducted the study on the adoption of

organic production and processing is highly determined by market demand. Therefore,
this is reflected in consumer’s awareness and satisfaction towards organic food
products. This research result indicated that the main reason for purchasing organic
food products is an expectation of a healthier and environment friendly means of
production. Organic buyer tends to be older and higher educated than who do not buy
them. However, the main barrier to increase the market share of organic food product
is consumer information
8. Dr. P. Sankar (2017) conducted the study of consumers’ perspective towards

organic food are reviewed and comprehended. The results show that consumers’ use
multiple criteria to determine and accept a food as “organic” influencing their
intention in its consumption. In particular, utilitarian attitudes are strongly influenced
by consumers’ view on attributes such as nutritional information and price tag.
Fascinatingly, the natural context and environmental benefits have mixed appeal
among the consumers’ and remained less significant even among literate consumers.
These attitudes determined consumer intentions in consuming organic food products.
Also, an inconsistency exists between attitudes and behaviour with an optimistic
consumer seldom buying organic foods due to very high prices.
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9. Dr. D. T. Venkatakrishnan (2017) conducted the study of consumers awareness

towards organic food. A sample of 100 respondents‟ was purposively selected from
Tirupur District. The selected samples are analysed using simple percentage, chi-
square test and multiple regression analysis test. It is found that three variables namely
there exist any significant association between gender, age, educational qualification,
monthly income, and consumer awareness towards organic food products of the
respondents. Organic food is one of the oldest, widely accepted, highly appreciated
organic farming. It should reach every man for their health. There is a need for
educating the consumers and awareness about organic goods. Government,
agriculturist, health organization should take necessary steps to make awareness about
organic food products. There is huge gap between the agriculture and consumer
awareness. This gap can be removed through two methods one is giving awareness
about the organic food product and another is educating them about organic farming.
The research concludes that consumer awareness plays a vital role in determining the
buying behavioural aspect for selecting organic food
10. Dr. Geetika Sharma, Dr. Rakhee Dewan, Santosh Bali (2016) conducted the
study of Chandigarh & Panchkula Consumers” will try to focus and to determine the
Awareness of Organic Food Products & to study the purchase behaviour, preference
& factors affecting towards organic food of the selected location. This study was
based on primary survey of 100 respondents living in the Chandigarh & Panchkula.
Customers were approached randomly using a structured questionnaire. The
questionnaire was designed to record the responses on food safety concerns, frequency
of buying behaviour, from where they buy the products, awareness, attitude, factors
effecting buying behaviour, price effect on purchasing, behaviours towards organic
food and effectiveness of sources for organic information. This study will help to
create awareness amongst consumers about organic food by the organic companies
11. Elantherayan. P and Dr. A. Ravi (2016) conducted the study which analysed the
association between preference and availability of organic food and also the factors
influencing on buyer’s perception towards fruits and vegetables. The research design
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used in this study was Descriptive Research. The sample size of the study is 100. The
sampling techniques which are used in the research were purposive sampling, which is
one of the Non-Probability Sampling Techniques. The testing tools will be
independent sample t test and chi square test has been applied. We have found that
there is no association between various factors like, occupation, education, and
Domicile
12. Surendra Mahato and Rajan Prasad Kadel (2015) conducted the study was to
gain knowledge about consumers’ behaviour towards organic food products. This
study attempts to examine consumers’ perception and purchase intention and their
interrelationship between them in the context of organic food products. A sample of
211 respondents was randomly selected for the study. Data analysis was analysed
using descriptive statistics, Pearson correlation, factor analysis, regression analysis
and Multicollinearity. The result revealed that three components i.e., attitude (4
items), consumer knowledge (4 items) and personal norm (4) factors have significant
impact on purchase intention of organic food products whereas health (4 items) and
environmental concern (4 items) have insignificant impact on purchase intention. The
result also showed that there is positive and significant relationship between purchase
intention and attitude, health, consumer knowledge, personal norm and environmental
concern. The findings are discussed with a view to improve the marketing strategies of
marketers to attract the consumers of organic food products in Nepal.
13. Manoranjan dash. Ala ka Samanta ray. Dr. Madhusmita Dash (2014)
conducted a study attempted to gain knowledge about consumer awareness,
perception towards organic food product consumption and how socio-economic
variables relate to consumer decision-making concerning the purchase of organic
foods. From the analysis, it is incidental that socioeconomic variables are associated
with consumer positive attitude towards organic foods. Family, self-decision and
friends play a vital role in the purchase decision making process of organic foods. The
factors ecofriendly and chemical or pesticides free factor have a great impact on the
decision -making process.
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14. Gomati. M & Dr. S. Kalyani (2013) conducted a study on the topic of “A Study
on Awareness on Organic Food Products among General Public in Erode City, Tamil
Nadu India”. The aim of this study is to know the awareness level of general public
and to identify the Sources which help them to know the Organic products. The study
was conducted in the Erode city of Tamil Nadu. The study is based on descriptive
research design. Stratified random sampling was used to select the population and a
sample of 100 respondents was drowned. Data was collected only by use of
Questionnaires. The information gathered will be analysed with the help of SPSS 16
software by using the Tabular Presentation & Chi-Square Analysis to generate the
statistical outputs. The result of the study shows that the level of Awareness among
the public about organic products are less than 50%.
15. Mohammad Altarawneh (2013) conducted the study aims at analysing the
awareness level of consumers towards organic food products, using a structured
survey of 384 respondents in major city in Jordan- Amman-. Of the total respondents
surveyed, 69% respondents have reported awareness on organic foods a logit
regression model has been estimated to identify the most likely factors affecting the
consumers’ awareness on organic food. The results of logistics analysis indicate that
potential Jordanian consumers' awareness of organic food is strongly and significantly
affected by factors such as education, occupation, marital status, income, desire,
promotion, quality, health issues, and product source. The awareness is not affected by
factors such as gender, age and Trademark. Results of the study have great implication
for promoting organic food markets, domestically as well as globally
16. Giovanni Pino, Alessandro m. Peluso, and Gianluigi Guido (2012) conducted
the study which analyses the impact of ethical motivations, food safety and health-
related concerns on purchasing intentions of habitual and less frequent consumers of
organic food. A sample of 291 subjects was surveyed through a paper-and-pencil
questionnaire and classified either as “regular” or “occasional” purchasers of organic
food according to their buying frequency. Results show different determinants of
intention for the two groups of subjects: ethical motivations affect the purchase
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intentions of regular consumers, whereas food safety concerns influence the purchase
intentions of occasional consumers. Implications are discussed.
17. Elif Akagun Ergin and Bulent Ozsacmaci (2011) conducted the study on
organic food market in Turkey has experienced a significant growth over the past
decade. The goal of this paper is to explore Turkish consumers’ nature of demand for
organic food products. The effect of four factors, consumer trust, health
considerations, environmental benefits and availability, on the frequency of organic
food product purchases is analysed. The survey study takes place in Istanbul and
Ankara, Turkey with the participation of 215 consumers. The results of this study
indicate that the main reasons for purchasing organic foods are that consumers believe
them to be healthier, tastier, fresher and that organic products are environmentally
friendly.
18. David Pearson, Joanna Henryk’s, and Hannah Jones (2010) conducted the
study on the latest contributions to over 20 years of research on organic food
consumers. There is a consensus in the literature on the reasons why people buy
organic food. However, there is also a gap between consumers’ generally positive
attitude toward organic food and their relatively low level of actual purchases. Product
differentiation based on intangible features, such as credence attributes such as
organic, in fast-moving consumer goods categories is enjoying rapid growth. Further
research on the role that food plays in consumers’ lives, along with investigating their
purchase context, is required to complete our understanding of organic food
consumers
19. Athanasios Krystallis and George Chryssohoidis (2005) conducted the study to
provide answers to two questions: is willingness to pay (WTP) for organic products
influenced by the same set of factors that affect purchasing of conventional foods?
Does WTP for organic products vary according to different food categories.
Purchasers were approached during their food shopping in retail chains in Athens in
July 2003. Sample inclusion is based on real awareness of the term “organic”. The
questionnaire included in its first part a number of criteria that influence consumers
when buying food. In the second part respondents were asked to indicate if any food
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products they buy were organic and to state how much more they were willing to pay.
Information from the first part was analysed with factor analysis. With the help of t-
value analysis, it was examined whether there is a statistically significant difference
per product category between consumers who are willing to pay and consumers who
are unwilling to pay in terms of the factors identified.
20. M.G. McEachern and P. McClean (2002) conducted the study on consumers’
purchases of organic food products, the motivations for such purchases are relatively
under-researched. An individual’s choice of food products can be linked clearly to
ethical stances, but ethical choices can also vary from individual to individual, from
industry to industry and among countries. Consequently, this paper investigates the
degree to which ethical beliefs influence Scottish consumer perceptions, beliefs,
attitudes and purchasing decisions, with regard to organic dairy products. Consumer
purchasing motivations are revealed as being self-interest-centred (i.e., better tasting,
safer), rather than altruistic. Therefore, to achieve future market development, organic
dairy producers cannot rely upon the minority of hardcore green consumers to sustain
growth, but must aim to modify perceptions and attitudes of larger consumer segments
by implementing educational marketing campaigns that reinforce the ethical,
environmental and societal benefits of organic production.
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3.THEORETICAL FRAMEWORK
3.1 MEANING OF ORGANIC PRODUCTS
An organic product is made from materials produced by organic agriculture. Most

well-known organic products are organic food items, however clothing and personal
care items can also be made with organic agriculture.
Organic food products are grown under a system of agriculture without the use of
harmful chemical fertilizers and pesticides with an environmentally and socially
responsible approach. This is a method of farming that works at grass root level
preserving the reproductive and regenerative capacity of the soil, good plant nutrition,
and sound soil management, produces nutritious food rich in vitality which has
resistance to diseases. In this method growing plants take time to grow naturally and
always good for health. Most of the country has its own organic products cultivation
regulation monitor organic products. USA use USDA certification; India uses India
Organic certification NPOP (National Program for Organic Production). There are
many benefits involving organic food products. Organic foods contain fewer
pesticides. This means that things such as insecticide that is used in most agricultural
practices are eliminated. People are concerned with these chemicals that are used to
preserve foods are then being consumed by the people who purchase them. Farming
without pesticides is also better for the environment. Fewer chemicals are being
placed on the ground, entering the soil and water supply. Organic meats can also
contain a lot more nutrients. Nutrients like omega-3 fatty acids were up to 50 percent
higher in organic meats and milk than in conventionally raised products. One of the
main reasons that deter people from organic products is costs. In 2015, on average,
organic products were 47 percent more expensive. Organic products can vary a lot in
price. According to a study performed by consumerreports.org, organic products
compared to non-organic products ranged anywhere from 13 percent cheaper to 303
percent more expensive. The reason why organic products cost so much more on
average is the production process. Many factors contribute to this cost. First, the
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demand for an organic product is larger than the number of organic products available.
Without synthetic pesticides, quantities of foods will be smaller. This smaller
production of organic food means an increased cost. Also, the amount of labour per
unit of food is larger compared to the mass production of non-organic products.
3.2 ORGANIC FOOD MARKET IN INDIA
India has a great deal of potential to produce all types of organic products, due to its
diverse agro-climatic conditions. India continues to have the most produce organic
food in the world followed by Tanzania and Ethiopia. The demand for organic food is
increasing and is expanding quickly, ensuring significant profitability in the future.
The consumption of organic food and drinks has increased in the past few years as a
result of economic growth, higher purchasing power, and growing interest in the
potential health and wellness benefits of organic food products. As a result, the market
size of organic food was estimated to be 64 billion Indian rupees in 2025.
3.3 CONSUMER MARKET TRENDS
Indian consumers’ main concerns nowadays are food safety and quality. The COVID-
19 pandemic has altered the public perception of organic food, emphasizing food
safety and nutrition for a strong immune system. For this reason, the primary reason
for the purchase of organic food products among Indian consumers was that organic
products are healthier and more nutritious. On the other hand, some consumers found
the products to be too expensive. While vegetables and fruits were the most preferred
organic food products followed by milk and dairy products. However, domestic
organic food consumption is driven by a growing middle class with more disposable
income, fast urbanization, increased food safety concerns, and a growing segment of
consumers who embrace a healthy lifestyle. Since organic food products are pricey
and are therefore frequently marketed to the high-income urban population.
3.4 INDUSTRY PROFILE
Organic products are grown under a system of agriculture without the use of chemical
fertilizers and pesticides with an environmentally and socially responsible approach.
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This is a method of farming that works at grass root level preserving the reproductive
and regenerative capacity of the soil, good plant nutrition, and sound soil
management, produces nutritious food rich in vitality which has resistance to diseases.
India is bestowed with lot of potential to produce all varieties of organic products due
to its various agro climatic conditions. In several parts of the country, the inherited
tradition of organic farming is an added advantage. These holds promise for the
organic producers to tap the market which is growing steadily in the domestic and
export sector.
3.5 HEALTH
No artificial colours, Flavors or preservatives are allowed in organic

food. Cleaner food means cleaner diets which leads to a cleaner bill of health. No
artificial preservatives, colours or Flavors are allowed in organic food. Fewer than 40
synthetic substances can be used in organic packaged foods, and only after they have
been reviewed by independent and government exports. By contrast, thousands of
chemicals can be added to conventional packaged foods, including preservatives,
Flavors and colours linked to health problems. The issues with these synthetics
additives that are found in processed conventional foods is that they are targeted at
children and parents. These chemically addictive additives lead to many health
problems. The hidden cost in this “cheap” food is the fees American’s are paying with
their health. From diabetes to obesity, to ADHD, the food-related diseases are at an
all-time high. As the New York Times recently put it, “Our Food Killing Us”
3.6 PRODUCTION
India produced around 2.75 million MT (2019-20) of certified organic products which
includes all varieties of food products namely Oil Seeds, Sugar cane, Cereals &
Millets, Cotton, Pulses, Aromatic & Medicinal Plants, Tea, Coffee, Fruits, Spices Dry
Fruits, Vegetables, Processed foods etc. The production is not limited to the edible
sector but also produces organic cotton fibre, functional food products etc. Among
different states Madhya Pradesh is the largest producer followed by Maharashtra,
Karnataka, Uttar Pradesh and Rajasthan. In terms of commodities Oil seeds are the
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single largest category followed by Sugar crops, Cereals and Millets, Tea & Coffee,
Fibre crops, fodder, Pulses, Medicinal/ Herbal and Aromatic plants and Spices
&Condiments.
3.7 TYPES OF ORGANIC PRODUCTS
3.7.1 Organic food products
Organic food products are grown under a system of agriculture without the use
of harmful chemical fertilizers and pesticides with an environmentally and
socially responsible approach. This is a method of farming that works at grass
root level preserving the reproductive and regenerative capacity of the soil,
good plant nutrition, and sound soil management, produces nutritious food rich
in vitality which has resistance to diseases. In this method growing plants take
time to grow naturally and always good for health. Most of the country has its
own organic products cultivation regulation monitor organic products. USA use
USDA certification; India uses India Organic certification NPOP (National
Program for Organic Production). There are many benefits involving organic
food products. Organic foods contain fewer pesticides. This means that things
such as insecticide that is used in most agricultural practices are eliminated.
People are concerned with these chemicals that are used to preserve foods are
then being consumed by the people who purchase them. Farming without
pesticides is also better for the environment. Fewer chemicals are being placed
on the ground, entering the soil and water supply. Organic meats can also
contain a lot more nutrients. Nutrients like omega-3 fatty acids were up to 50
percent higher in organic meats and milk than in conventionally raised
products. One of the main reasons that deter people from organic products is
costs. In 2015, on average, organic products were 47 percent more expensive.
Organic products can vary a lot in price. According to a study performed by
consumerreports.org, organic products compared to non-organic products
ranged anywhere from 13 percent cheaper to 303 percent more expensive. The
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reason why organic products cost so much more on average is the production
process. Many factors contribute to this cost. First, the demand for an organic
product is larger than the number of organic products available. Without
synthetic pesticides, quantities of foods will be smaller. This smaller
production of organic food means an increased cost. Also, the amount of labour
per unit of food is larger compared to the mass production of non-organic
products.
3.7.2 Organic clothing products
Clothing products made with such raw materials which have been produced by
using organic methods are referred to as Organic Clothing. Organic cotton T-
shirts are T-shirts which are made from organic cotton that has been grown
using organic fertilizers and other supplements instead of inorganic insecticides
and pesticides. By definition, organic clothing products are such products
whose raw material have been produced using organic methods and the product
has been produced using eco-friendly method including the machinery and
equipment. Popular clothing brands like Patagonia, are labelled as organic by
using 100 percent organic cotton for many of its styles. Even big brands like
Nike, Adidas, and Levi's are moving towards a more organic brand. These are
3 of 13 clothing companies that have committed to the 2025 Sustainable Cotton
Challenge. Brands who participate in this challenge are committed to using 100
percent sustainable cotton by 2025.
3.7.3 Organic personal care products
Unlike food products, the USDA does not regulate the term "organic" as it
applies to personal care products. A personal care product can be deemed
organic if it contains agricultural ingredients and can meet the USDA organic
production standards. Once certified by the USDA it can fall into one of four
categories: "100 percent organic", "organic", "made with organic ingredients",
or "made with less than 70 percent organic ingredients." A personal care product
can only claim they are USDA-certified organic if they meet the qualifications
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of the USDA. Consumers are concerned with exactly what they put in and on
their bodies. Just like people are concerned with putting more organic foods in
their bodies, they are also concerned about using more organic personal care
products. Personal care products can fall under a wide variety of products such
as deodorant, makeup, tampons, lotion, shampoo, etc. Chemicals in these
personal care products can be associated with a wide variety of concerns
including things like hormone disruption, allergies, and infertility. Companies
are hearing the concerns of these chemicals from consumers and trying to
diversify. Many big makeup companies such as Avon and Revlon are removing
phthalates from their products. Johnson & Johnson removed many chemicals
from their products including parabens, formaldehyde, and certain fragrance
chemicals. Cosmetic brands such as Laurel and Rose Mira are both 100 percent
organic and have a wide array of skin care products. Similar to organic food,
organic personal care products also have a higher price tag. While organic
personal care products may lack many of the harmful chemicals that consumers
like to stay clear of, this cleaner alternative comes with the cost of a higher
price.
3.8 EXPORTS
The total volume of export during 2019-20 was 6.389 lakh MT. The organic food
export realization was around INR 4,686 crore (689 million USD). Organic products
are exported to USA, European Union, Canada, Switzerland, Australia, Japan, Israel,
UAE, New Zealand, Vietnam etc.
In terms of export value realization Processed foods including soya meal (45.87%)
lead among the products followed by Oilseeds (13.25%), Plantation crop products
such as Tea and Coffee (9.61%), Cereals and millets (8.19%), Spices and condiments
(5.20%), Dry fruits (4.98%, Sugar (3.91), Medicinal plants (3.84%) and others.
3.9 NEED FOR STUDY

In India, organic food market is in emerging stage has experienced steadfast growth in
the past few years. The current growth in the organic market is driven by health factor
PGDCMS 18 UNIVERSAL
and safe consumption. Day to day the environmental concern is increasing, consumers
are focusing on the green aspect of the products as well as their impact on the
environment. Health issues are becoming consumer's priorities to purchase the
products.
3.10 PROCESSING OF ORGANIC PRODUCTS

Processing of organic products involves converting raw materials into finished
products without the use of synthetic chemicals, pesticides, fertilizers, or genetically
modified organisms (GMOs). The processing of organic products must follow specific
regulations to maintain their organic status.
The processing of organic food products typically involves the following steps:
1. Cleaning and sorting: Raw materials, such as fruits and vegetables, are
cleaned and sorted to remove any foreign matter, such as dirt or debris.
2. Pre-processing: Raw materials may be peeled, sliced, or diced before further
processing.
3. Processing: This step involves transforming the raw materials into finished
products. For example, organic fruits may be processed into jams, jellies, or
juices, while organic grains may be processed into flour or cereal.
4. Packaging: The finished products are packaged into containers that meet
organic standards. Organic packaging must not contain any synthetic chemicals
or additives.
Organic processing facilities must follow specific regulations to maintain their organic
status. These regulations include the use of organic processing aids and ingredients, as
well as maintaining detailed records of all processing steps. Organic processors must
also undergo regular inspections and audits to ensure compliance with organic
standards.
3.11 ADVANTAGES OF ORGANIC PRODUCTS
● Organic products are not genetically modified
PGDCMS 19 UNIVERSAL
● Organic products don’t have any poison in them
● Organic products have more antioxidants
● Organic products are free of pesticides
● Organic products taste much better than non-organic products
● No antibiotics are used in organic products
3.12 DISADVANTAGES OF ORGANIC PRODUCTS
● Organic products take more work to produce
● Organic foods are more sensitive to environmental changes
● Organic food has a shorter shelf life than other items
● Organic foods are not always available in some communities
● Organic food may contain fewer nutritional items.
3.13 FACTORS AFFECTING ORGANIC PRODUCTS
1. Personal Health: If reducing exposure to synthetic pesticides and chemicals is

a top priority for you, choosing organic food may align with your health goals.
While the evidence on the direct health benefits of organic food is not
conclusive, some studies suggest potential advantages in terms of nutrient
content and reduced pesticide exposure.
2. Environmental Impact: Organic farming practices prioritize soil health,
biodiversity, and water conservation, which can have positive environmental
implications. By supporting organic agriculture, you contribute to sustainable
farming methods that minimize the use of synthetic chemicals and promote
ecosystem balance.
PGDCMS 20 UNIVERSAL
3. Animal Welfare: Organic standards often include higher animal welfare

requirements, such as access to outdoor areas and restrictions on the use of
antibiotics and growth hormones. If supporting animal welfare is important to
you, organic animal products may be worth considering.
4. Personal Values: Many people choose organic food to align with their
personal values, such as supporting local and small-scale farming, promoting
sustainable agriculture, or avoiding genetically modified organisms (GMOs). If
these values resonate with you, organic food can be a way to live in accordance
with them.
5. Budget Considerations: It's essential to consider your budget when deciding if
organic food is worth it for you. Organic food products are generally more
expensive due to the labour-intensive farming practices and certification costs
involved. You may need to prioritize your spending and determine which
organic items are most important to you.
6. Availability: The availability of organic food can vary depending on your
location. If access to organic options is limited or they are not readily available,
you may need to weigh the effort and cost of obtaining organic food against its
perceived benefits.
3.14 STANDARDS OF ORGANIC FOOD

Organic food standards are regulations and guidelines that define the production,
handling, and labelling of organic agricultural products. While specific organic food
standards may vary between countries and certification agencies, below is an
overview of the general principles and requirements commonly found in organic food
standards.
1. Prohibition of Synthetic Chemicals: Organic standards typically prohibit the
use of synthetic chemicals such as pesticides, herbicides, and fertilizers in the
production of organic food. Instead, organic farmers rely on natural and
organic pesticides and fertilizers.
2. Soil Management: Organic farming emphasizes the maintenance and
improvement of soil health through practices such as composting, crop rotation,
PGDCMS 21 UNIVERSAL
and the use of organic fertilizers. Soil conservation and the avoidance of soil
erosion are also important aspects.
3. Genetic Modification: Organic food standards generally prohibit the use of
genetically modified organisms (GMOs) in organic agriculture. Organic crops
must be grown from non-GMO seeds.
4. Livestock Standards: Organic standards often include specific requirements
for the treatment and welfare of animals. These may include access to outdoor
areas (for a certain number of hours per day), pasture grazing, organic feed, and
restrictions on the use of antibiotics and growth hormones.
5. Pest and Disease Management: Organic farmers rely on preventive measures
and natural methods for pest and disease control. They may use techniques
such as crop rotation, biological pest control, and the use of resistant plant
varieties.
6. Certification and Inspection: Organic food standards typically require
farmers and food producers to undergo a certification process conducted by
authorized third-party organizations. Regular inspections are carried out to
ensure compliance with organic standards.
7. Labelling: Organic food products must meet specific labelling requirements.
They may use terms such as "organic," "certified organic," or display the
organic certification logo to indicate compliance with organic standards.
Different labelling categories (e.g., 100% organic, organic, or made with
organic ingredients) may exist, indicating the percentage of organic ingredients
in a product.
3.15 DEMAND FOR ORGANIC PRODUCTS

The demand for organic food in India has been steadily increasing in recent years, as
more people become aware of the potential health and environmental benefits of
consuming organic products. According to a report by the Research and Markets, the
Indian organic food market was valued at USD 849.7 million in 2020, and it is
expected to grow at a compound annual growth rate (CAGR) of 24.5% during the
period 2021-2016. Factors driving the demand for organic food in India include
PGDCMS 22 UNIVERSAL
concerns about food safety and quality, rising disposable incomes, increasing
awareness about the benefits of organic products, and the growth of the e-commerce
sector, which has made it easier for consumers to access organic food products. The
government's initiatives to promote organic farming and the adoption of sustainable
agricultural practices have also contributed to the growth of the organic food market
in India.
Overall, the demand for organic food in India is expected to continue to grow in the
coming years, as consumers become more health-conscious and environmentally
aware.
3.16 MARKETING OF ORGANIC PRODUCTS

Marketing of organic products involves creating and executing strategies to promote
and sell organic products to target consumers. Marketing of organic products is
critical for organic farmers and producers to create demand for their products, increase
sales, and grow their business. Here are some key aspects of marketing organic
products:
1. Branding: Creating a strong brand identity is essential for marketing organic

products. This involves developing a brand name, logo, and packaging that
communicates the organic and sustainable nature of the product.
2. Labelling: Organic products must meet specific labelling requirements set by
regulatory agencies such as the USDA or EU. The label must communicate key
information such as the organic certification logo, ingredients, and production
methods.
3. Targeting the right consumers: Organic products typically appeal to
consumers who are health-conscious and concerned about the environmental
impact of their food choices. Therefore, marketing efforts should target these
consumers through channels such as social media, health food stores, and
farmer's markets.
PGDCMS 23 UNIVERSAL
4. Product differentiation: Organic products should be differentiated from

conventional products through their unique selling points such as their natural
and sustainable production methods and their health and environmental
benefits.
5. Pricing: Organic products typically command a higher price than conventional
products. Pricing should be based on the cost of production and market demand
while still being competitive.
6. Promotions: Organic products can be promoted through various channels such
as advertising, public relations, and in-store promotions. Promotions can help
create awareness and demand for the products.
7. Partnerships: Organic farmers and producers can partner with retailers,
restaurants, and other businesses to promote their products and expand their
distribution channels.
PGDCMS 24 UNIVERSAL
TABLE 4.1: GENDER OF RESPONDENTS
GENDER NO. OF RESPONDENTS PERCENTAGE

Male 23 38.33%
Female 37 61.67%
TOTAL 60 100%
(Source: primary data)
GRAPH 4.1: GENDER OF RESPONDENTS
38.33%
61.67% Female
Male
INTERPRETATION
The above table 4.1 shows the gender of respondents. In this analysis it’s clear that
61.67% of the respondents are female and 38.33% are male respondents.
PGDCMS 25 UNIVERSAL
TABLE 4.2AGE OF RESPONDENTS
AGE NO. OF RESPONDENTS PERCENTAGE

20-30 53 91.66%
30-40 3 5%
40-50 1 1.67%
Above 50 1 1.67%
TOTAL 60 100%
GRAPH 4.2: AGE OF RESPONDENTS
1
91.66%
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1 5%
1.67% 1.67%
0
20-30 30-40 40-50 Above 50
INTERPRETATION
The above table 4.2 showing the age of respondents those who participated in the
survey. According to this analysis almost 91.66% of the respondents belongs to 20-30
age group. 5% come under 30-40 and only 1.67% come under both 40-50 and above
50.
PGDCMS 26 UNIVERSAL
TABLE 4.3: OCCUPATION
OCCUPATION NO. OF RESPONDENTS PERCENTAGE

Government sector 3 5%
Private sector 32 53.33%
Self employed 18 30%
Others 7 11.67%
TOTAL 60 100%
GRAPH 4.3: OCCUPATION
5%
11.67%
Government sector
Private sector
30% Self employed
53.33% Others
INTRPRETATION
From the above table 4.3 it’s clear that the majority of the respondents are private
sector employees which is almost 53.3%. 30% are self-employed persons. 11.67%
are others and only 5% are government employees.
PGDCMS 27 UNIVERSAL
TABLE 4.4: AREA OF RESIDENCE
AREA OF RESIDENCE NO. OF RESPONDENTS PERCENTAGE

Urban 14 23.33%
Rural 37 61.67%
Others 9 15%
TOTAL 60 100%
GRAPH 4.4: AREA OF RESIDENCE
15%
Others
61.67%
Rural
23.33%
Urban
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7
INTERPRETATION
From the above table 4.4 shows that the majority of the respondents are lived in rural
areas which is almost 61.67%. 23.33% of respondents are lived in urban areas and
15% of respondents are other areas.
PGDCMS 28 UNIVERSAL
TABLE 4.5: MONTHLY INCOME
INCOME NO. OF RESPONDENTS PERCENTAGE

Below 10000 34 56.67%
10000-20000 16 26.67%
20000-30000 7 11.66%
Above 30000 3 5%
TOTAL 60 100%
GRAPH 4.5: MONTHLY INCOME
5%
Above 30000
11.66%
20000-30000
26.67%
10000-20000
56.67%
Below 10000
0 0.1 0.2 0.3 0.4 0.5 0.6
INTERPRETATION
Table 4.5 shows the monthly income of consumer. The most of the people income is
below 10000 that is 56.67% of our respondents and after that people belonging to
10000-20000 that is 26.67%.11.66% of the respondent’s income belonging to 20000-
30000 and only 5% people income having above 30000.
PGDCMS 29 UNIVERSAL
TABLE 4.6: EDUCATIONAL QUALIFICATION
ATTRIBUTE NO. OF RESPONDENTS PERCENTAGE

School level 9 15%
Under graduate 33 55%
Post graduate 12 20%
Professionals 3 5%
Others 3 5%
TOTAL 60 100%
GRAPH 4.6: EDUCATIONAL QUALIFICATION
INTRPRETATION
It is observed from table 4.6, that 53.33% of the respondents are under
graduate.18.33% of the respondents are post graduate.16.67% of the respondents are
school level.6.67 % of respondents are professionals and 5% respondents are others.
PGDCMS 30 UNIVERSAL
TABLE 4.7: AWARENESS OF ORGANIC PRODUCTS AVAILABLE IN

AREA
FACTOR NO. OF RESPONDENTS PERCENTAGE

Yes 58 96.67%
No 2 3.33%
TOTAL 60 100%
GRAPH 4.7: AWARENESS OF ORGANIC PRODUCTS AVAILABLE IN

AREA
120.00%
100.00% 96.67%
80.00%
60.00%
40.00%
20.00%
3.33%
0.00%
Yes No
INTERPRETATION
The above table 4.7 shows that the respondent’s opinion about that awareness of
organic products available in area.in these survey 96.67%respondents aware about
organic products available in their area. Only 3.33% do not aware about organic
products available in their area.
PGDCMS 31 UNIVERSAL
TABLE 4.8: SOURCES OF INFORMATION ABOUT ORGANIC

PRODUCTS
SOURCES NO. OF RESPONDENTS PERCENTAGE
TV/Radio 6 10%
Newspaper 3 5%
Social media 39 65%
Friends And Colleagues 3 5%
Others 9 15%
TOTAL 60 100%
GRAPH 4.8: SOURCES OF INFORMATION ABOUT ORGANIC

PRODUCTS
INTERPRETATION
The above table 4.8 shows about the source of information about organic products and 65%
of information are from social media,15% of respondents are from others, 10% of
respondents are from TV/radio,5% of respondents are from newspaper and 5% of
respondents are from friends and colleagues.
PGDCMS 32 UNIVERSAL
TABLE 4.9: PURCHASE OF ORGANIC PRODUCTS

Daily 6 10%
Weekly 25 41.67%
Monthly 20 33.33%
Yearly 9 15%
TOTAL 60 100%
GRAPH 4.9: PURCHASE OF ORGANIC PRODUCTS
10%
15%
Daily
Weekly
Monthly
41.67% Yearly
33.33%
INTERPRETATION
The table 4.9 shows that 10% of respondents are purchasing organic products daily
basis.41.67% of the respondents are purchasing organic products in a weekly manner,
33.33% of the respondents are purchasing organic products in a monthly basis and
15% of the respondents are purchasing organic products in a yearly manner.
PGDCMS 33 UNIVERSAL
TABLE 4.10: MOSTLY PREFER THE ORGANIC PRODUCTS
ORGANIC PRODUCTS NO. OF RESPONDENTS PERCENTAGE

Organic Food Products 38 63.33%
Organic Clothing Products 8 13.33%
Organic Personal Care Products 11 18.34%
Others 3 5%
TOTAL 60 100%
GRAPH 4.10: MOSTLY PREFER THE ORGANIC PRODUCTS
70.00%
63.33%
60.00%
50.00%
40.00%
30.00%
18.34%
20.00%
13.33%
10.00% 5%
0.00%
Organic Food Organic Clothing Organic Personal Others
Products Products Care Products
INTERPRETATION
The table 4.10 shows that 63.33% of the respondents prefer Organic food products
whereas 18.34% of the respondents prefer Organic clothing products, 13.33% of the
respondents prefer Organic clothing products, and only 5% of the respondents prefer
Other organic products.
PGDCMS 34 UNIVERSAL
TABLE 4.11: PLACE OF PURCHASE OF ORGANIC PRODUCTS
PLACE NO. OF RESPONDENTS PERCENTAGES

Super Market 24 40%
Organic Store 16 26.67%
Online 15 25%
Others 5 8.33%
TOTAL 60 100%
GRAPH 4.11: PLACE OF PURCHASE OF ORGANIC PRODUCTS
Others 8.33%
Online 25%
Organic Store 26.67%
Super Market 40%
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4
INTERPRETATION:
The table 4.11 shows that 40% of respondents depends on Super Market whereas 26.67%
depends on Organic Store, 25% depends on Online stores and only 8.33% depends on other
sources.
PGDCMS 35 UNIVERSAL
TABLE 4.12: AMOUNT SPEND FOR ORGANIC PRODUCTS

Less than 2000 44 73.33%
2000-4000 14 23.33%
4000-6000 1 1.67%
Above 6000 1 1.67%
TOTAL 60 100%
GRAPH 4.12: MONEY SPEND FOR ORGANIC PRODUCTS
1.67% 1.67%
23.33%
Less than 2000
2000-4000
4000-6000
Above 6000
73.33%
INTERPRETATION
The table 4.12 shows that 73.33% of respondents spend money for organic product is
less than 2000,23.33% of respondents belong to 2000-4000 and only 1.67% of
respondents are 4000-6000 and above 6000.
PGDCMS 36 UNIVERSAL
TABLE 4.13: REASON TO PURCHASE ORGANIC FOOD PRODUCTS

Quality 18 30%
Price 3 5%
Healthy Conscious 36 60%
Availability 2 3.33%
Others 1 1.67%
TOTAL 60 100%
GRAPH 4.13: REASON TO PURCHASE ORGANIC FOOD PRODUCTS
0.7
60%
0.6
0.5
0.4
30%
0.3
0.2
0.1 5% 3.33% 1.67%

0
Quality Price Healthy Availability Others
Conscious
INTERPRETATION
The above table 4.13 shows that 60% of the respondent’s reason to purchase
organic product is healthy conscious.30% of respondents bought organic
products on the basis of quality.
PGDCMS 37 UNIVERSAL
TABLE 4.14: SATISFACTION OF ORGANIC PRODUCTS
SATISFACTION LEVEL NO. OF RESPONDENTS PERCENTAGE

Highly Satisfied 17 28.33 %
Satisfied 33 55%
Neutral 8 13.33%
Dissatisfied 1 1.67%
Highly Dissatisfied 1 1.67%
TOTAL 60 100%
GRAPH 4.14: SATISFACTION OF ORGANIC PRODUCTS
0.6 55%
0.5
0.4
28.33%
0.3
0.2 13.33%
0.1
1.67% 1.67%
0
Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
INTERPRETATION
The table 4.14 shows that 55% of respondents are satisfied with Organic
product,28.33% of respondents are highly satisfied,13.33% of respondents are neutral
and only 1.67% of respondents are dissatisfied and highly dissatisfied.
PGDCMS 38 UNIVERSAL
TABLE 4.15: PRICE OF ORGANIC PRODUCTS COMPARED TO

NON-ORGANIC PRODUCTS
PRICE NO. OF RESPONDENTS PERCENTAGE

Very High 9 15%
High 28 46.67%
Neutral 21 35%
Low 1 1.67%
Very Low 1 1.67%
TOTAL 60 100%
GRAPH 4.15: PRICE OF ORGANIC PRODUCTS COMPARED TO

NON-ORGANIC PRODUCTS
50% 46.67%
45%
40%
35%
35%
30%
25%
20%
15%
15%
10%
5% 1.67% 1.67%
0%
Very High High Neutral Low Very Low
INTRPRETATION
The table 4.15 shows that 46.67% of respondents are think price is high ,35% of respondents
are neutral,15% of respondents are thinking very high, and only 1.67% of respondents are
think very low and low.
PGDCMS 39 UNIVERSAL
TABLE 4.16: ANY KIND OF FEAR WHILE CONSUMING ORGANIC

FOODS

Yes 22 36.67%
No 38 63.33%
TOTAL 60 100%
GRAPH 4.16: ANY KIND FEAR WHILE CONSUMING ORGANIC

FOODS
70.00%
63.33%
60.00%
50.00%
40.00% 36.67%
30.00%
20.00%
10.00%
0.00%
Yes No
INTERPRETATION
The table 4.16 shows that 36.67% of the respondents have fear while consuming
organic foods and 63.33% of the respondents have no fear while consuming organic
foods.
PGDCMS 40 UNIVERSAL
TABLE 4.17: ORGANIC PRODUCTS HELP TO INCREASE THE

IMMUNE SYSTEM
VARIABLES NO. OF RESPONDENTS PERCENTAGE

Strongly Agree 10 16.66%
Agree 33 55%
Neutral 15 25%
Disagree 1 1.67%
Strongly Disagree 1 1.67%
TOTAL 60 100%
GRAPH 4.17: ORGANIC PRODUCTS HELP TO INCREASE THE

IMMUNE SYSTEM
1.67%
Strongly Disagree
1.67%
Disagree
25%
Neutral
55%
Agree
16.66%
Strongly Agree
0 0.1 0.2 0.3 0.4 0.5 0.6
INTERPRETATION
The table 4.17 shows that 55% of the respondents agree with the statement organic
products Shelp to increase the immune system, 25% of the respondents are
neutral.16.66 of the respondents strongly agree with this statement and only 1.67% of
the respondents strongly disagree with this statement.
PGDCMS 41 UNIVERSAL
TABLE 4.18: ALL ORGANIC PRODUCTS ARE BIO DEGRADABLE

Yes 17 28.33%
No 43 71.67%
TOTAL 60 100%
GRAPH 4.18: ALL ORGANIC PRODUCTS ARE BIO DEGRADABLE
0.8
71.67%
0.7
0.6
0.5
Yes
0.4
No
28.33%
0.3
0.2
0.1
INTERPRETATION
The table 4.18 shows that 28.33% of the respondents think that all organic products
are biodegradable in nature and 71.67% of the respondents think that all organic
products are not biodegradable in nature.
PGDCMS 42 UNIVERSAL
TABLE 4.19: ORGANIC PRODUCTS AVAILABLE IN GOOD

PACKAGING TO ATTRACT CUSTOMERS

Strongly Agree 6 10%
Agree 27 45%
Neutral 22 36.67%
Disagree 4 6.66%
TOTAL 60 100%
GRAPH 4.19: ORGANIC PRODUCTS AVAILABLE IN GOOD

PACKAGING TO ATTRACT CUSTOMERS
1.67%
Strongly Disagree
6.66%
Disagree
36.67%
Neutral
45%
Agree
10%
Strongly Agree
0 0.1 0.2 0.3 0.4 0.5
INTERPRETATION
products available in good packaging to attract customers,36.67% of the respondents
are neutral.10% of the respondents strongly agree with this statement and only 1.67%
of the respondents strongly disagree with this statement.
PGDCMS 43 UNIVERSAL
TABLE 4.20: PREFER ONLINE BUYING/SELLING OF ORGANIC

PRODUCTS

Yes 15 25%
No 45 75%
TOTAL 60 100%
GRAPH 4.20: PREFER ONLINE BUYING/SELLING OF ORGANIC

PRODUCTS
80% 75%
70%
60%
50%
40%
30% 25%
20%
10%
0%
Yes No
INTERPRETATION
The table 4.20 shows that 25% of the respondents prefer buying/selling of
organic products through online and only 25% of the respondents not prefer
online buying and selling of organic products
PGDCMS 44 UNIVERSAL
TABLE 4.21: ORGANIC FOOD TASTE BETTER THAN NON-

ORGANIC FOOD

Agree 24 40%
Neutral 21 35%
Disagree 4 6.66%
TOTAL 60 100%
GRAPH 4.21: ORGANIC FOOD TASTE BETTER THAN NON-

ORGANIC FOOD
1.67%
Strongly Disagree
6.66%
Disagree
35%
Neutral
40%
Agree
16.67%
Strongly Agree
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4
INTRPRETATION
food taste better than the non-organic products. 35% of respondents are.35% of the
respondents are neutral.16.67% of the respondents strongly agree with this statement
and only 1.67% of the respondents strongly disagree with this statement.
PGDCMS 45 UNIVERSAL
TABLE 4.22: ORGANIC PRODUCTS ARE HEALTHIER THAN THE

CONVENTIONAL PRODUCTS

Agree 27 45%
Neutral 12 20%
Disagree 6 10%
TOTAL 60 100%
GRAPH 4.22: ORGANIC PRODUCTS ARE HEALTHIER THAN THE

CONVENTIONAL PRODUCTS
45%
0.45
0.4
0.35
0.3
23.33%
0.25 20%
0.2
0.15 10%
0.1
0.05 1.67%
0
Strongly Agree Neutral Disagree Strongly
Agree Disagree
INTERPRETATION
products are healthier than the conventional products. 23.33% of respondents strongly
agree with this statement.20% of the respondents are neutral.10% of the respondents
disagree with this statement and only 1.67% of the respondents strongly disagree with
this statement.
PGDCMS 46 UNIVERSAL
TABLE 4.23: FACTORS INFLUECE IN THE PURCHASE DECISION

OF ORGANIC PRODUCTS
FACTORS NO. OF RESPONDENTS PERCENTAGE

Antibiotic Resistance 12 20%
Do Not Contain 20 33.33%
Preservatives
Rich In Natural nutrition 20 33.33%
Safer For Consumption 8 13.34%
TOTAL 60 100%
GRAPH 4.23: FACTORS INFLUECE IN THE PURCHASE DECISION

OF ORGANIC PRODUCTS
13.34% 20% Antibiotic Resistance
Do Not Contain
33.33% Preservatives
33.33% Rich In Natural nutrition
Safer For Consumption
INTERPRETATION
The table 4.23 shows that 33.33% of the respondents consider do not contain preservatives
has factor for purchasing decision. And again 33.33% of the respondents consider rich in
natural nutrition has factor, 13.34% of the respondents consider safer for consumption has
factor, 20% of the respondents consider antibiotic resistance has factor.
PGDCMS 47 UNIVERSAL
TABLE 4.24: ORGANIC PRODUCTS ARE CONTROLLED AND

MAINTAINED BY THE GOVERNMENT

Agree 25 41.67%
Neutral 27 45%
Disagree 5 8.33%
TOTAL 60 100%
GRAPH 4.24: ORGANIC PRODUCTS ARE CONTROLLED AND

MAINTAINED BY THE GOVERNMENT
45%
0.45 41.67%
0.4
0.35
0.3
0.25
0.2
0.15
8.33%
0.1
3.33%
0.05 1.67%
0
Strongly Agree Neutral Disagree Strongly
Agree Disagree
INTERPRETATION
Majority of respondents are neutral to the statement given above and 41.67%
respondents are agreeing with the statement and rest of them are disagree with this
statement
PGDCMS 48 UNIVERSAL
TABLE 4.25: RECOMMEND ORGANIC PRODUCTS TO YOUR

FRIENDS OR OTHERS

Definitely 34 56.67%
Probably 6 10%
Not Sure 19 31.66%
Probably Not 1 1.67%
TOTAL 60 100%
GRAPH 4.25: RECOMMEND ORGANIC PRODUCTS TO YOUR

FRIENDS OR OTHERS
1.67%
31.66% Definitely
Probably
Not Sure
56.67%
Probably Not
10%
INTERPRETATION
The table 4.25 shows that 56.67% of respondents state that they will
recommend organic products to their friends, 10% of respondents will probably
recommend organic products to their friends while 31.66% are not so sure that
they will recommend organic products to their friends but 1.67% respondents
are not willing to recommend the organic products to their friends.
PGDCMS 49 UNIVERSAL
FINDINGS
 Majority of the respondents are female and least of the respondents male.
 Almost of the respondents are belonging to 20-30 and mere of the respondents
are belonging to 40-50 and above 50.
 Most of the respondents are private sector employees and lowest of the
respondents are government employees.
 Hugely respondents are lived in rural areas and slightest respondents are lived in
other areas.
 Most of the respondent’s income is below 10000 and least of the respondent’s
income is above 30000.
 Majority of respondents are under graduate and few respondents are other
qualification.
 Almost 97% of the respondents are aware about organic products available in
their area and only 4% of the respondents do not aware about organic products
available in their area.
 Most of the respondents got the information through social media and few of the
respondents have received the information through newspaper and friends and
colleagues.
 Largest part of respondents is purchasing organic products weekly manner,
lowest part of respondents are purchasing organic products in a yearly manner.
 Nearly 64% of the respondents prefer organic food products and only 5% of the
respondents prefer other organic products.
 Majority of the respondents are depending super market to purchase organic
products and least of the respondents are depend other sources to buy organic
products.
 High percentage of respondents spend money for organic product is less than
2000 and low percent of the respondents spend money for organic products is
above 6000.
 Almost 60% of the respondent’s reason to purchase organic product is
healthy conscious and only1.67% of the respondent’s reason to purchase
organic product is another factor.
PGDCMS 50 UNIVERSAL
 Most of respondents are satisfied with organic products and least of the
respondents are dissatisfied and highly dissatisfied.
 Majority of the respondents are thought that the price is higher than the non-
organic products and mere of the respondent are think that the price is low and
very lower than the organic products.
 Hugely of the respondents have no any kind of fear while consuming organic
foods and least of the respondents have fear while consuming organic foods.
 nearly 55% of the respondents agree with the statement organic products help to
increase the immune system only1.67% of the respondents strongly disagree
with this statement.
 Almost 28.33% of the respondents think that all organic products are
biodegradable in nature and only 71.67% of the respondents think that all
organic products are not biodegradable in nature.
 of the respondents agree with the statement organic products available in good
packaging to attract customers of the respondents strongly disagree with this
statement.
 Huge of the respondents prefer buying/selling of organic products through
online and only 25% of the respondents not prefer online buying and
selling of organic products
 Majority of the respondents agree with the statement organic food taste better
than the non-organic products, least of the respondents strongly disagree with
this statement.
 Most of the respondents agree with the statement organic products are healthier
than the conventional products, mere of the respondents strongly disagree with
this statement.
 of the respondents consider do not contain preservatives has factor for
purchasing decision. And again 33.33% of the respondents consider rich in
natural nutrition has factor of the respondents consider safer for consumption
has factor
 respondents are agreeing with the statement
PGDCMS 51 UNIVERSAL
 of respondent’s state that they will recommend organic products to their

friends % respondents are not willing to recommend the organic products
to their friends.
PGDCMS 52 UNIVERSAL
SUGGESTIONS
 marketing strategies: emphasize the health benefits and environmental

sustainability of organic products in marketing campaigns to attract more
consumers.
 Education: educate consumer about the difference between organic and
conventional products, highlighting the potential health risk associated
with pesticides and synthetic chemical in conventional products.
 Product quality assurance: ensure strict quality control measure to
maintain the integrity of organic certification and reassure about the
authenticity of organic products
 Price sensitivity: address concerns about the higher price of organic
products by highlighting their long-term health benefits and emphasizing
the value proposition
 Accessibility: increase accessibility to organic products by expanding
distribution channels and making them available in more retail outlets,
thereby reaching a Broder consumer base.
 Collaboration: collaborate with local farmers and producers to promote
organic farming practices and support sustainable agriculture initiatives.
 Innovation: encourage innovation in organic product development to
diversify offerings and meet the evolving preference of consumers.
PGDCMS 53 UNIVERSAL
CONCLUSION
The study on consumer perception towards organic product found that there is a
growing trend of consumer perceiving organic products as healthier, more
environmentally friendly, and of higher quality compared to conventional products.
Overall, the study suggests that by addressing consumer perceptions and concerns,
businesses can capitalize on the growing demand for organic products and faster
sustainable growth in the organic market.
PGDCMS 54 UNIVERSAL

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PROJECT REPORT 2023-24 CONSUMER’S PERCEPTION TOWARDS ORGANIC PRODUCTS

1.2 STATEMENT OF THE PROBLEM

1.3 OBJECTIVES OF THE STUDY

1.4 SCOPE OF THE STUDY

1.5 SIGNIFICANCE OF THE STUDY

1.6 RESEARCH METHODOLOGY

1.6.1 RESEARCH DESIGN

1.6.2 SOURCES OF DATA

1.6.3TOOLS AND TECHNIQUES

• Simple percentage analysis

Data Presentation Tools

1.6.4 SAMPLING DESIGN

1.7 LIMITATIONS OF STUDY

2.1 REVIEW OF LITERATURE

1. Mrs. D. Mythili, Ms. S. Priyadarshini (2020) conducted the study of focused on

4. Dr. N. Savithri, B. Lavanya (2019) conducted the study try to an unspecified to

5. Mania .M, Nedumaran. G (2019) conducted the study on Understanding the

7. Abisha. K. A, Dr. P. Kannan (2018) conducted the study on the adoption of

8. Dr. P. Sankar (2017) conducted the study of consumers’ perspective towards

9. Dr. D. T. Venkatakrishnan (2017) conducted the study of consumers awareness

3.1 MEANING OF ORGANIC PRODUCTS

An organic product is made from materials produced by organic agriculture. Most

3.2 ORGANIC FOOD MARKET IN INDIA

3.3 CONSUMER MARKET TRENDS

3.4 INDUSTRY PROFILE

No artificial colours, Flavors or preservatives are allowed in organic

3.7 TYPES OF ORGANIC PRODUCTS

3.7.1 Organic food products

3.7.2 Organic clothing products

3.7.3 Organic personal care products

3.9 NEED FOR STUDY

3.10 PROCESSING OF ORGANIC PRODUCTS

3.11 ADVANTAGES OF ORGANIC PRODUCTS

● Organic products are not genetically modified

● Organic products don’t have any poison in them

● Organic products have more antioxidants

● Organic products are free of pesticides

● Organic products taste much better than non-organic products

● No antibiotics are used in organic products

3.12 DISADVANTAGES OF ORGANIC PRODUCTS

● Organic products take more work to produce

● Organic foods are more sensitive to environmental changes

● Organic food has a shorter shelf life than other items

● Organic foods are not always available in some communities

● Organic food may contain fewer nutritional items.

3.13 FACTORS AFFECTING ORGANIC PRODUCTS

1. Personal Health: If reducing exposure to synthetic pesticides and chemicals is

3. Animal Welfare: Organic standards often include higher animal welfare

3.14 STANDARDS OF ORGANIC FOOD

3.15 DEMAND FOR ORGANIC PRODUCTS

3.16 MARKETING OF ORGANIC PRODUCTS

1. Branding: Creating a strong brand identity is essential for marketing organic

4. Product differentiation: Organic products should be differentiated from

TABLE 4.1: GENDER OF RESPONDENTS

GENDER NO. OF RESPONDENTS PERCENTAGE

GRAPH 4.1: GENDER OF RESPONDENTS

TABLE 4.2AGE OF RESPONDENTS

AGE NO. OF RESPONDENTS PERCENTAGE