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Customer Perception Towards Organic Food Products in Selected Regions of Mumbai

PRIMA: Practices and Research in Marketing

Volume 7 Issue 1 & 2

Published: 2016
Author(s) Name: Vinita Bhatia, Savita Panwar | Author(s) Affiliation:
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Abstract

In current years, consumer worries about environmental and health concerns related to food products have increased a lot which has led to the growth in demand for organic food. This paper therefore attempts to gain knowledge about the customer perception about organic food in Mumbai. A structured questionnaire was made which intended to study the purchase status, reasons for purchasing or not purchasing organic food and level of satisfaction for organic food. The data obtained was analyzed via statistical tools like t-test, anova and multiple regression in SPSS. The findings reveal that the consumers consider organically grown food products as healthy and those who are not consuming organic food are not much aware of its availability. The research implication indicates an important work for the marketers to raise consumers awareness about organic food and to decide upon some ways for differentiating it in the marketplace.

Keywords: Organic Food, Environment, Health

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