Consumer behaviour, Attitude and perception towards organic products- A study in Puducherry

1. WELCOME

2. Consumer behaviour, Attitude and
perception towards organic products- A
study in Puducherry
Chair person – Dr. T. Ponnarasi
Asst. Professor
Presented by Malcomestar L . Mawnai

3. Reason for study
 Why organic products are still not highly adopted by
Indian consumers?
 What the drawbacks of Indian consumers to go organic ?

4. Objective of the study
 To understand the social distribution on consumers toward organic
products.
 To understand the consumer attitude and perception towards organic
products.
 To understand the problems of consumers in going for organic
products.

5. About organic products
What is organic products?
Organic products are the products that are produced, processed, packed and sold
without using any chemicals. Organic products include fruits, vegetables, cereals, milk and
meat products, etc.
**Organic farming doesn’t mean that they go back to methods used hundreds of
years ago.
**But by taking modern scientific knowledge and combine them with useful
traditional farming methods.
**Organic farming isn’t just for vegetables, but animals as well.
**Converting land to organic status is a 6 year process to meet standards set by
the National Organic standards Board.
**Organic food tends to cost more than conventionally grown food because it more
closely reflects the true cost of growing the food.

6. Reading labels
is important
when deciding
what to
purchase.

7. World level organic products consumption
Denmark
3%
germany
28%
UK
7%
holland
4%
Sweden
3%
Belgium
1%
Austria
5%
Fran…
Ita…
Other countries
19%
consumption
Denmark
germany
UK
holland
Sweden
Belgium
Austria
France
Italy
Other countries

8. India leading states in organic
consumption
Mumbai
17%
Delhi
15%
Bangalore
15%Amedabad
14%
Hyderebad
13%
Indore
13%
Chandigarh
13%
consumed
Mumbai Delhi Bangalore Amedabad Hyderebad Indore Chandigarh

9. Why organic products…?? Because…
 Healthy
 Chemical free
 High nutritional
 Natural
 Environmental / Animal friendly
 Free Genetically modified organisms(GMO)
 Certified
 Tasty
 Fresher
 High quality

10. Methodology of the case study
 Area of study - Pondicherry
Bon Appetit store , Go organic
Ambour salai, chetty street
 Data - Primary data
 Sampling size - 25
 Based on - Consumer Response (Questionnaire method)

11. Store

12. About Bon Appetit store
 Bon Appetit is a 6 year old registered firm situated in the Union Territory of
Pondicherry, on the coromandel coast region about 160 kms south of Chennai.
 Bon Appetit strives to create awareness amongst the people about our
environment & good healthy living, by promoting Organic & Health Food
Products. Never ending thirst of sourcing these products across our vast
continent, we have tied up with leading Indian Firms, Associations & Local
Farmers.
 They also associated with Keystone Foundation an NGO based in the Nilgiris
whose Mission is to enhance the Quality of Life and the Environment with
Indigenous Communities using Eco-development Approaches.

13. Major organic product brand in store
 Organic India -Spices, tea, coffee, etc.
 Farm 2 kitchen -Vegetables, fruits, etc.
 Humble seeds -Cereals (red rice, white rice)
 Almond Laboratorios in Spain -Fresh vegetables, nuts, etc.
 Argital in ItalyCastagno in Italy -Flowers , oil , wax,etc
 Celnat in France - Flours for bakeries, oat flakes and barley
 Danival in France - Ready to eat salads, soups products, oats, etc.
 Emile Noel in France - crush organic seeds, oil, etc.
 Holle in Switzerland - Baby food products
 La Mandorle in France - Dry fruits , dry vegetables, etc.
 Nutriops in Spain - Organic nut drinks, syrups, fruits juice, etc.
 Vigean in France - Gourmet and dietary oils
 Vitagermine in France -Soups, sauces, vegetable spreads, etc.

14. CONSUMER BEHAVIOUR , ATTITUDE AND
PERCEPTION TOWARD ORGANIC PRODUCTS

15. Demographic characteristic on consumers
Variable No. of respondents ( 25 samples) Percentage %
1. Gender
 Male
 Female
15
10
60
40
2. Age
 0-24
 24-34
 34-50
 Above 50
2
4
9
10
32
16
36
40
3. NO. of people in a Household
 1-2
 2-3
 3-4
 More than 4
8
11
5
1
32
44
20
4
4. Educational level
 No education
 Primary school
 Sec. school
 High school
 College/university /more
0
1
1
3
20
0
4
4
12
80
5.Ethnicity
 Indian
 French
17
8
68
32
6. Employment status
 Full time
 Part time
 Retired
 House wife
 student
 Unemployed
9
1
10
4
1
0
36
4
40
16
4
0
7.Income/month

16. General characteristics of consumers
BASED ON GENDER
Male
40%
Female
60%
GENDER
BASED ON ETHNICITY
Indian
consumer
68%
French
consumer
32%
Ethnicity
Indian consumer French consumer

17. Based of age of consumers
8%
16%
36%
40%
Age Group
0-24 year 25-34 year 35-50 year Above 50

18. Based on No. of people in Household
44%
32%
20%
4%
1 To 2 Member 2 To 3 Members 3 To 4 Members Above 4

19. Based on Educational Level
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
No education Primary school Sec. school High school University & more
EDUCATION

20. Based on Employment status on
consumers
36%
4%
40%
12%
4%
0%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Full time Part Time Retird House Wife Students Unemployed
EMPLOYMENT

21. Based on Income of Consumers
Low (10k-30k)
20%
Medium(30k-50K)
72%
High(50K Above
8%
iNCOME
Low (10k-30k) Medium(30k-50K) High(50K Above

22. Buying Behaviour for Organic Products
Variable No. of respondent
( Sample of 25)
Percentage %
1. Shopping responsibility
 Own
 Another person
 Together with two
13
4
8
52
16
32
2. Frequency of shopping
 5-7 times / week
 1-2 times / week
 2-3 times / month
 Monthly
 Less than month
2
10
4
3
6
8
40
16
12
24
3. First time purchase
 More than 5 years
 3-5 years
 1-3 years
 Last year
 Last 6 month
4
7
5
6
3
16
28
20
24
12
4. Price
 High
 Medium
 low
18
7
0
72
28
0

23. SHOPPING
RESPONSIBILITY
0%
10%
20%
30%
40%
50%
60%
Own shopping Another
Shopping
Together with
two

24. First time purchase organic products
0%
5%
10%
15%
20%
25%
30%
More than 5 years 3 To 5 years 1 To 3 years Last year Last 6 Month

25. Frequency of shopping Organic products
5 To 7 times per week
8%
1 To 2 times per week
40%
2 To 3 per month
16%
Monthly
12%
Less than a month
24%
5 To 7 times per week 1 To 2 times per week 2 To 3 per month Monthly Less than a month

26. Price of organic consumer toward
products
72%
28%
0%
High Price Medium Price Low Price

27. ASSESSMENT OF STATEMENT ABOUT ORGANIC PRODUCTS
STATEMENT ABOUT ORGANIC PRODUCTS Agree % Neutral % Disagree % Don’t
know%
 Healthy 100 0 0 0
 Tasty 76 8 0 16
 Freshy 84 16 0 0
 High Quality 80 20 0 0
 Chemical free 100 0 0 0
 High Nutritional 100 0 0 0
 Natural 100 0 0 0
 Environmental/ Animal friendly 92 0 0 8
 GMO(Genetically modified organism) 80 0 0 20
 Certified products 84 4 8 4

28. Description of Organic products by
consumers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
RESPONSE
Agree Neutral Disagree Don't know

29. General findings from the study
 From all the aspects that we have discussed, I also find that the
products consumed by the people are a mixed of Indian and imported
products.
 No . Of buyers are less.
 Consumer standard of living is High.
 Consumer are both Indian and French (Indian territory )
 Price tagging are done for the products .
 Price comparison.

30. Based on types of consumer
fully organic
8%
partly organic
92%
consumer
fully organic
partly organic

31. Products group preference by consumers
Sl.No PRODUCTS GROUP CONSUMER (25) CONSUMER (25)
MEN PREFERENCE% WOMEN PREFERENCE%
1 Fresh vegetables 48 80
2 Fresh fruits 64 88
3 Meat and meat products 84 12
4 Processing fruits n vegetables 72 80
5 Cereals 64 76
6 Bread and bakery products 4 8
7 Pulses 56 92
8 Dried fruits and nuts 80 68
9 Beverages 84 32
10 Oil 36 64
11 Sugar products 28 72
12 Herbs and spices 40 88
13 Tea n coffee 92 96

32. Suggestion and Recommendations
 Production should be increased by encouraging the farmers to go for organic
farming.
 Price of the organic products should be reduced .
 Awareness on consumers toward organic products is needed.
 Availability of organic products in all types of market is needed.

33. In the organic sector we often hear the
question: is organic more expensive, and why
is that?
The fact is organic foods are not more expensive when considering
social, economic, political and environmental dimensions, but to
understand that statement we have to look at who and what pays
for the true costs of food production.
Non-organic agriculture is subsidized in most part of the world. In
other words, if the market does not pay what it costs to grow a
crop the government often steps in with a subsidy to the farmers.
Then It Is The Tax Payers Who Pays.
The most important Costs for Organic Agriculture are the Costs for
the Consultants, Inspection & Certification Process. Certified by
National organic standard board , USDA, etc.

34. Conclusion
 According to the study which was based on the reposed of the sample taking,
I conclude that organic consumer in Puducherry is well aware of the goodness
of organic products .
 Also the organic products is costly when compare to non – organic products
that why most of the consumer deflect there mind toward non- organic .
 Organic products has less shelf life and more storage pest attack, which make
the consumer feels uncomfortable to go for organic products.
 Potential demand of organic products in the future.
 And till date , most of the consumer are still consumed both organic and non-
organic products.

35. THANK YOU