A STUDY ON PURCHASE BEHAVIOUR OF URBAN RESIDENTS TOWARDS ORGANIC FOOD PRODUCTS

* Dr.P.Santhi **Dr.U.Jerinabi ABSTRACT

Consumer behaviour refers to the actions of consumers in the market place and the underlying motives for those actions.There has been a growing awareness of the fragility of the environment. Marketers saw increasing consumer interest in the environment as a marketing opportunity to target ecologically- concerned consumers. Thus, it is very necessary to make a study on the behaviuoral aspect of the consumer. Organic foods are made according to certain production standards. The Government of India has set up a National Institute of Organic Farming. The formulate rules, regulations, and certification of organic farm products in conformity with international standards. All this arguments leads the marketers to find answer, to whether their socio economic studies helps the residents to buy organic food products and whether the attitude about organic food product is positive and influences to buy organic food products and In order to answer the above queries, the present study has been carried out. An empirical study entitled A Study On Purchase Behaviour Of Urban Residents Towards Organic Food Products has been carried out with a objectives to find out the quantum of purchase of Organic food products by the respondents, purchase behavior of the respondents and willingness to purchase of Organic food products, Cognitive,Affective and Behavioural aspects of attitude of respondents to Organic Food Products.The study was carried out in Coimbatore City with the sample size of 200 household respondents who reside close to the Organic Food Store Sreevatsa Organic Farm Productsand familiar with Organic Food Products by adopting multistage sampling technique.The nullhypothesis was tested for the socio-economic factors and willingness to purchase organic food products. The data collected were analysed using descriptive statistics, Chi-square test, analysis of variance and factor analysis.

*Associate Professor, Department of Commerce, Avinashilingam Deemed University for Women, Coimbatore-641043, Tamil Nadu. **Associate Professor, Department of Commerce, Avinashilingam Deemed University for Women, Coimbatore-641043, Tamil Nadu.
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A STUDY ON PURCHASE BEHAVIOUR OF URBAN RESIDENTS TOWARDS ORGANIC FOOD PRODUCTS * Dr.P.Santhi **Dr.U.Jerinabi
INTRODUCTION Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing, and post consumption of a product or service (Satish K. Batra). Consumer behaviour refers to the actions of consumers in the market place and the underlying motives for those actions. The consumers have little knowledge of the link between their consumption choice and the environment consequences( Siti Nor Juhdi). Marketers except that by understanding what causes consumers to buy particular goods and services they will be able to determine which products are needed in the market place, which are obsolete, and how best to present the goods to the consumers. Consumer behaviour is defined as the process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services (Laudon Dellabitta). Consumer behaviour is the study of how individuals make decisions to spend their available resources like time, money and effort on consumption related items (Schiffman and Kanuck). MARKETING TO GREEN CONSUMERS

There has been a growing awareness of the fragility of the environment. Marketers saw increasing consumer interest in the environment as a marketing opportunity to target ecologicallyconcerned consumers. Understanding attitude- behaviour consistency helps marketers to link attitude to behaviour and so assess the likelihood of purchase, target the types of consumers most likely to follow through on their intentions and encourage follow- through

*Associate Professor, Department of Commerce, Avinashilingam Deemed University for Women, Coimbatore-641043, Tamil Nadu. **Associate Professor, Department of Commerce, Avinashilingam Deemed University for Women, Coimbatore-641043, Tamil Nadu.
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planned purchase. The burgeoning environmental movement was dubbed the green movement; environmentally aware consumers called green consumers; products designed to protect the environment called green products; and, not surprisingly, marketing that uses environmental claims called green marketing. It is now widely accepted that societies, economics and the businesses within them need to find a more sustainable path for future development. Achieving this will involve saying some very new things about marketing, and perhaps rediscovering some fundamental marketing truths. ORGANIC FOOD
What we do to the earth we do to ourselves or We pass through the earth and the earth passes through us. - Wendell Berry Organic foods are made according to certain production standards. For the vast majority of human history, agriculture can be described as organic; only during the 20th century was a large supply of new synthetic chemicals introduced to the food supply. This most recent style of production is referred to as "conventional," though organic production has been the convention for a much greater period of time. Organic food translates into Yuki Shokuhin in Japanese. However, Yuki Shokuhin means a food product that contains low or no chemicals added in the growing and production process (Agriculture and Agri- Food Canada, 1997). In December 2000, the National Organic Standards Board of the US Department of Agriculture (USDA) established a national standard for the term Organic. Organic food must be produced without the use of sewer-sludge fertilizers, most synthetic fertilizers and pesticides, genetic engineering (biotechnology), growth hormones, irradiation and antibiotics. STANDARDS FOR ORGANIC FARMING AND CERTIFICATION Early consumers interested in Organic food would look for non-chemically treated, fresh or minimally processed food. They mostly had to buy directly from growers: Know your farmer, know your food was the Motto.To be Certified Organic, products must be grown and manufactured in a manner that adheres to standards set by the country they are sold in: 3

Australia Canada European Union United Kingdom Norway India Japan United States

: Australian Organic Standard and NASAA Organic Standard : Canada Gazette, Government of Canada. : EU-Eco-regulation. : Department for Environment, Food and Rural Affairs (DEFRA) : Debio Organic Certification. : NPOP, (National Program for Organic Production) : JAS Standards. : National Organic Program (NOP) Standards.

STATEMENT OF THE PROBLEM The present era is of mass production and mass distribution. The growth of competition amongst the producers of organic food products to capture markets has resulted in the invention of almost all kinds of organic food products. Effective awareness has become more in dispensable. In the modern commercial world all kinds of organic institutions find awareness as a suitable means of publicity. Though the importance of awareness is increasing day by day. The country is witnessing growth in resident population to its total population. The resident market constitute 63.50 percent of population. Resident is perhaps the most difficult demographic group to communicate with. Not only they have a short attention span, they are also elusive in media consumption, fickle in product preference and simply challenging to encourage and entertain. All this arguments leads the marketers to find answer, whether the attitude towards organic food product is positive and influences to buy organic food products and whether the socio economic profile helps the residents to buy organic food products. In order to answer the above queries, the present study has been carried out. OBJECTIVE OF THE STUDY The main objective of this study is to understand the attitude of the consumers on their intention towards buying organic food products, specifically the study is trying: a. The assess the social economic profile and purchase behaviour of Organic foods by the respondents b. To determine the quantum of Organic food products purchased by the respondents

c. To gain knowledge about respondents attitude towards Organic food products d. To suggest suitable measurement for improving the marketability of Organic food products The ultimate goal was to better understand consumer motivations for buying organic food products so that organic producers could develop more effective strategic marketing planning. RESEARCH METHODOLOGY Coimbatore city was selected as the area of the study owing to the reason that, it is the second biggest city in Tamil Nadu. It is an industrial hub with educated population, middle class, active environmental organization spreading awareness on environmental degradation at the pioneer stage guiding towards organic food consumption. More than 50,000 acres across the state have been brought under organic certification programme byTamilnadu Organic Certification Departments efforts. It has head office in Coimbatore and branches in Tiruchi, Madurai and Vellore.The study covers the period of three months from January to March 2010.The study was mainly based on primary data first hand information was collected and used in the study. A structured interview schedule was used for the collection of data from the samples selected. The Secondary data collected from government reports, publication, research reports, and books. For this study, multistage random sampling techniques is used from selection of the sample. The sample is drawn from the sample unit namely the members of household drawn from the residential area located in the ward number 34 of North zone of Coimbatore Municipal Corporation where The Sreevatsa Organic Farm Products is located. The Sreevasta Organic Farm Products a speciality shop which deals with organically cultivated grains, pulses, edible oil, fruits, vegetables milk and milk products from organically fed cattles and also Organic manures. Familiarity of organic food products in the main criteria in sample selection. The collected data is analyzed with the help of statistical tools like Percentage analysis, Chi-square test, Scaling techniques, and Factor analysis. SCOPE OF THE STUDY This study attempted to gain knowledge about consumer attitude towards organic food product consumption and to see whether there is any potential this might have for changing their behaviour. The rationale for carrying out this study is that consideration 5

for the environment could come only from well-informed citizens who are aware of, and fully committed to their rights to a quality health and environment. Nevertheless, before any behaviour can be changed, it is necessary to evaluate the current state of consumers awareness and knowledge. Therefore consumers attitude, perception towards organic food products, willingness to pay for organic food product and intention to purchase organic food will be the main agenda of this study. LIMITATIONS OF THE STUDY The study is confined to the selected area and hence the no generalization can be made. The accuracy depends upon the respondents information.

RESULTS AND DISCUSSION

The result of the study entitled A study on Purchase Behaviour of Urban Residents towards Organic Food Products has been presented under the following headings. Distribution of respondents based on socio economic status and purchase behaviour in organic food products. Quantum of purchase and usage of organic food products by the respondents. Analysis of attitude of respondents toward Organic food products

Affective component of respondents attitude Cognitive component of respondent attitude Behavioural component of respondent attitude I Distribution Of Respondents Based On Socio Economic Status: The socio economic profile of the respondents is presented in the Table 1 Table 1 Distribution of Respondents Based On Socio Economic Status
Variables 20-30 30-40 40-50 50-60 Male Female Married No. Of Respondents 78 59 30 33 90 110 133 Percentage 39.00 29.50 15.00 16.50 45.00 55.00 66.50

Age (in years)

Gender

Marital Status Education

Occupation

Monthly income (in Rs) Number of family members Below 18 years 19 40 years

Unmarried Primary Higher secondary Graduate Post Graduate Self employed Employed Casual Labour Students Homemakers Below 10,000 10,000-20,000 20,000-30,000 Above 30,000 Nil Upto 2 2 to 4 Upto 2 2 to 5 Upto 2 2 to 4 Upto 1 1 to 2 Vegetarian Mostly Vegetarian Not Vegetarian

67 42 20 79 59 34 45 39 25 57 66 49 22 38 25 136 1 183 17 191 9 195 5 80 60 60

33.50 21.00 10.00 39.50 29.50 17.00 22.50 19.50 12.50 28.50 33.00 24.50 11.00 19.00 12.50 68.00 0.50 91.50 8.50 95.50 4.50 97.50 2.50 40.00 30.00 30.00

40 65 years Above 65 years Food Habit

Source: Primary Data EXHIBIT : 1

O c c u p a tio n o f th e R e s p o n d e n ts

EXHIBIT : 2
M o n th ly in c o m e o f th e R e s p o n d e n ts (in ru p e e s )

17%

11% 15%

13%

S e lf e m p lo y e d E m p lo y e d C as ual Labour S tu d en ts H o m e m a k e rs 13% S e lf e m p lo y e d E m p lo y e d

11 % 25% 1 9%

3 2%

B e lo w 1 0, 00 0 1 0 ,0 0 0 -20 ,0 00 2 0 ,0 0 0 -30 ,0 00 A b ove 3 0, 00 0 N il

16%

20%

8%

It is understood from the Table 1, that majority of the respondents (68.50percent) belong to the age group between 20 and 40 years, female respondents constitutes (55 percent) and remaining (45 percent) were male. Majority of the respondents (66.50 percent) were married and 33.50 percent were Unmarried. As far as the occupation is concerned 39.50 percent of the respondents with full time employment, 28.50 percent of the respondents were Homemakers, and 19.50 percent were casual Labourers (Exhibit 1). The classification of the respondents based on education showed that 39.50 percent were Graduates, 29.50 percent were post graduates and remaining 31 percent of respondents had education up to higher secondary level. The respondents were classified based on their monthly income (Exhibit 2). About 33 percent of the respondents have monthly income is under the category of below Rs.10, 000, 24.50 percent of the respondents belong to the income level of Rs.10,000 to Rs.20,000, 19 percent of the respondents belong to the income level of above Rs.30,000, 12.50 percent of the respondents do not have income, as they were students and depend on their parents to meet with their needs, and 11 percent of the respondents belongs to the income level of Rs.20, 000 to Rs.30,000. With regard to food habit, most (40 percent) of the respondents were Vegetarian and 30 percent of the respondents were mostly Vegetarian and remaining 30 percent of the respondents were Not Vegetarian. Distribution of Respondents Based on Purchase Behaviour Purchase is a consumer commitment for the product. The respondents purchase behaviour of organic food products and their Patten of purchase are presented in Table 2 Table 2 Distribution of Respondents Based on Purchase Behaviour
Variables Ever buy organic food products Purchase when organic and nonorganic food products are available Yes No Always Frequently Sometimes Never Daily Weekly Monthly 2-3 times per month Once a year Upto 5% 5% - 15% 15% - 30% No. Of Respondents 136 64 55 48 69 28 29 32 22 40 13 123 38 17 Percentage 68.00 32.00 27.50 24.00 34.50 14.00 14.50 16.00 11.00 20.00 6.50 61.5 19 8.5

Frequency of purchase Willingness to pay price premium

Quantum of purchase in rise in price

Unwilling Buy more Buy less Not at all TV Radio Magazines Newspaper Internet Friend/relative/associate In store Not sure Advertisement Personal reference Peer groups Parents Reference groups Culture Religion Environmentalist More than 3 years 1-3 years 6-12 months 0-6 months Never Super market Grocery shop Processing center Organic food stores Public distribution system Labeling Marketing Promotion Stamp Yes No

32 26 91 83 20 11 12 26 15 40 37 39 30 10 35 28 23 32 21 21 32 48 47 38 35 45 50 45 60 Nil 62 59 41 38 119 81

16 13.00 45.50 41.50 10.00 5.50 6.00 13.00 7.50 20.00 18.50 19.50 15.00 5.00 17.50 14.00 11.50 16.00 10.50 10.50 16.00 24.00 23.50 19.00 17.50 22.50 25.00 22.50 30.00 Nil 31.00 29.50 20.50 19.00 59.50 40.50

Familiarity through

Sources of Influence

Duration of purchase

Place of purchase Recognition of organic food as a product Recommending organic foods to others

Source: Primary Data

EXHIBIT : 3
P u rc h a s e w h e n b o th o rg a n ic a n d n o n -o rg a n ic fo o d p ro d u c ts a re a v a ila b le

EXHIBIT : 4
W illin g n e s s to p a y p ric e p re m iu m

F a m ilia rity o f o r g a n ic fo o d p r o d u c ts
14 % 8 1 02% %

S o u r c e s o f in flu e n c e
15%

19%
3 4%

6% 6%
2 4%

8%

11% 11%

15% 5%
59%

U p to 5 % 5% - 15% 1 5% - 3 0 % U n w illin g

18%

19%

13%

15% 12% 14%

17%

8% A lw ay s F re quen tly S o m e tim e sN e ve r 19%

A d ve rtis e m e n t P e rs o n a l re fe re n cee r g ro u p s P e T V R a d io M a g a z in e s e w s p a p eIn t e rn e t F rie n d / re la t ive / a s s o c ias eo re N o t s u re N r In t t R e fe re n c e g ro u p s lt u re Cu R e lig io n

P a re n t s E n viro n m e n t a lis t

EXHIBIT : 5 EXHIBIT : 7
P la c e o f p u r c h a s e b y th e r e s p o n d e n ts
0% 29%

EXHIBIT : 6 EXHIBIT : 8
R e c o g n itio n o f o r g a n ic fo o d a s a " p r o d u c t"

23%

19% 30%

21%

25% 23%
30%

S u p e r m a rk G tro c e ry s h o pro c e s s in g c e n t e r a n ic fo o d s t o re b lic d is t rib u t io n s y s te m e P O rg Pus

L a b e lin gM a rk e tin gP ro m o tio n ta m p S

Consumer behaviour is shaped to the large extend by external or social factors such as family relationship, Cultural and other aspects of external environment. Awareness of these influences can help marketers to think, feel or act similarly and separate them into unique market segments. It is noted from the table 4.1.2 that when both organic and non-organic food products are available (Exhibit 3), 35 percent of the respondents choose to buy organic products Sometimes, 28 percent of the respondents choose always, and 24 percent of the respondents choose frequently whereas 14 percent of the respondents expressed their unwillingness to buy organic food products. With regard to frequency of purchase of product, 20 percent of the respondents purchased organic food products 2 to 3 times per month, 16 percent purchased once in a week and about 14 percent of the respondents daily, 11 percent respondents once in a month and about 6 percent of the respondents once a year.

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Majority of the respondents( 61.50 percent) were willing to pay price premium upto 5percent above the price of conventional food products(Exhibit 4), 19 percent of the respondents were willing to pay price premium of 5percent to 15percent and 8.5 percent were willing to pay above 15percent. About 16percent of the respondents were unwilling to pay any price premium. With regard to quantum of purchase of organic food products in the year of increasing price, majority (45.50 percent) of respondents purchased less quantity of organic food products, 41.50 percent of the respondents were not buying the organic food products and remaining 13 percent of the respondents continuing their purchase with high quantity of organic food products even with the rice in price level. Awareness is a major promotion tool. The awareness facilitate the viewers to understand the message by visual, aural and both aural and visual. It is useful to create maximum interest and offered adequate knowledge of the product. About 20 percent of the respondents first time heard about organic food products from friends, relatives, and their associates 18.50 percent of the respondents were from in store, 23 percent of the respondents from Newspaper, and Television and remaining 19 percent of the respondents were familiar organic food products through Radio, Magazines and Internet and then remaining 19.50 percent of the respondents were not familiar about organic food before and were not sure of about the sources which provided awareness about organic food products. It is understood that the peer groups (17.50 percent) were the major influencing factors in purchase of organic food products, (Exhibit 5) Culture influenced 16 percent of the respondents and advertisement influenced 15 percent of the respondents to purchase organic food products, whereas parents, Reference groups, Religion, Environmentalist, and Personal reference had considerable influence in purchase of organic food products. Majority of the respondents (24 percent) purchasing the organic food products for about 1 to 3 years and 23.50 percent of the respondents were purchasing for about 6 to 12 months and 16 percent of the respondents purchased for more than 3 years and remaining 17.50 percent of the respondents never bought organic food products.

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With regard to place of shopping for organic food products (Exhibit 6), majority of the respondents (30 percent) bought from organic food store and 25 percent from Grocery shop, 22.50 percent respectively from super market and processing center. The organic certification, granted by agencies such as the soil association, can play a crucial part in the choices made by the consumers. Indeed, and even though these labels are rarely understood, they ensure that consumers recognize which products has been produced according to the regulated practices of organic farming. The supermarket, however, where food display is regulated the absence of stamp is clearly considered as an accurate indicators that the product is not organic. Organic food has been sold on that as a way of marketing to people who arent actually interested in the environmental aspects and just want the lifestyle or the luxury. In order market the organic food products, as Products, (Exhibit 7). About 31 percent of the respondents expressed that Labeling is essential, about 30 percent of the respondents expressed that it is required for Wide marketing, 19 percent expressed the necessity for Stamping, 20 percent of the respondents considered organic food products as equilent to conventional or local food. Majority (59 percent) of the respondents for recommended organic foods to others.

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II Quantum of Purchase And Usage Of Organic Food Products By The Respondents The product usage reflects the purchase propensity indicating customer behaviour and the pattern of demand. The Table 3 shows the purchase and usage of organic food products. Table 3 Quantum of Purchase and Usage of Organic Food Products by the Respondents
Products Milk (litre.per day) Meats, poultry, seafood (kgs.per week) Eggs (dozen per week) Vegetables (kgs. Per week) Fruits (kgs. Per week) Quantity purchased Up to 2 2 to 4 Above 4 Up to 1 1 to 2 Above 2 Up to 1 1 to 2 Up to 4 4 to 8 8 to 12 Above 12 Up to 3 3 to 6 Above 6 Up to 25 25 to 50 50 to 75 Above75 Up to 2 2 to 4 Above Up to .30 .30 to .60 Above .60 Up to 4 4 to 8 Above 8 Up to .30 .30 to .60 Above .60 Up to .30 .30 to .60 Above .60 Up to .40 .40 to 80 Above .80 Up to .25 .25 to.50 Above .50 Up to .25 .25 to.50 Above .50 Up to .25 .25 to.50 Above .50 No. Of respondents 98 99 3 124 58 18 176 24 46 57 65 32 98 94 8 54 22 45 79 108 85 7 92 90 18 185 11 4 140 49 11 92 102 6 184 15 1 162 23 15 78 80 42 137 31 32 Percentage 49.00 49.50 1.50 62.00 29.00 9.00 88.00 12.00 23.00 28.50 32.50 16.00 49.00 47.00 4.00 27.00 11.00 22.50 39.50 54.00 42.50 3.50 46.00 45.00 9.00 92.50 5.50 2.00 70.00 24.50 5.50 46.00 51.00 3.00 92.00 7.50 0.50 81.00 11.50 7.50 39.00 40.00 21.00 68.50 15.50 16.00

Rice (kgs.per month)

Dhal (kgs.per month) Millets (gms.occasionally) Flour (kgs.occasionally) Pickel, Jam and candy (gms .per month) Masala powder (gms.per month) Beverage (gms.per month) Other provision (gms.per month) Honey (gms occasionally) Cosmetics (gms per month)

Source: Primary Data

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The table3 shows the quantity of organic food products purchased by the respondents. It is revealed that, 2 to 4 litres of Milk were purchased every day by majority of the respondents. Majority of respondents bought weekly once, Meat about 1 kgs, 1 dozen of eggs, 8 to 12 kgs of Vegetables and up to 3 kgs of Fruits. The monthly purchase of organic food products by majority of the respondents consisted of about 75 kgs Rice, 2 kgs of Dhal, about 300 to 600 gms of Masala powder, Pickel, jam and Candy, Beverage, Honey, cosmetics and other provision. III Analysis of Attitude of Respondents towards Organic food products Positive attitude towards a product does not necessarily mean that a consumer will buy. The attitude which leads to purchase is determined by consumer characteristics, situational characteristics and measurement characteristics and it has implications for marketers. 3.1 Affective component of purchase behaviour of Organic food products among respondents Feelings or emotional reactions to an object represent the affective component of an attitude. Affect is the way in which the customers feel in response to market place stimuli. The affect response of the customers can be very general or very specific. Since the affect component leads action, marketers are concerned with understanding affective component in purchase behaviour and is presented in table 4

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Table 4 Ranking of Affective component of the respondents Attitude towards Organic food Products (Percentage Analysis)
Ranks Elements Better Taste Better for health Better for animal Contains no dirt and bugs Better for the environment Expensive Better for farmers Very low yield Ecological Free from harmful substances Better quality Low Calories Certification Source: Primary data 1 38.00 29.50 11.50 3.00 6.50 3.00 2.50 1.00 0.50 2.00 1.00 1.50 0.00 2 31.00 22.00 11.50 9.50 6.00 6.50 6.00 1.00 1.00 0.50 2.00 1.00 2.00 3 4 5 6 7 Percentage of the respondents 0.50 2.50 2.00 2.50 10.50 8.50 10.50 4.00 3.00 3.00 7.00 19.50 4.50 2.50 7.50 5.50 19.50 8.00 2.00 8.00 6.00 8.00 4.00 5.00 9.00 5.50 9.00 10.50 7.50 6.00 5.00 5.50 8.50 13.50 18.00 8.00 5.00 11.00 18.00 7.50 12.50 5.50 6.50 12.50 11.00 8.50 3.50 12.50 12.00 3.00 9.50 5.00 8.00 9.50 6.50 11.50 3.50 11.50 5.50 4.50 12.00 3.50 9.00 6.50 5.50 8 2.00 4.00 4.00 2.50 4.00 6.50 7.00 15.00 13.00 14.00 10.00 13.50 4.50 9 2.00 1.00 0.00 1.00 4.00 4.00 4.50 3.50 8.00 11.00 14.00 24.50 22.50 10 0.50 6.00 3.50 2.50 6.00 13.00 10.50 10.50 8.00 9.50 11.00 11.00 8.00 11 1.50 7.00 20.50 22.50 12.00 7.50 5.00 2.50 3.00 6.50 4.50 5.50 2.50 12 5.50 1.50 1.00 6.50 14.50 14.00 7.50 8.00 12.00 11.50 9.00 2.00 7.00 13 2.00 0.00 7.00 10.50 15.00 7.00 6.50 9.50 6.50 5.50 9.50 4.50 17.00

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It is inferred from table 4 that, the respondents ranked the elements associated with organic food products most liked by the respondents, majority of the respondents assigned first rank to Better for health (29.50 percent) Better taste (38 percent) and the sixth rank to Very low yield (18 percent) the seventh rank to Better for farmers(18 percent) and eighth rank to Ecological and Free from harmful substances (14 percent) the ninth rank to Better quality (14 percent) Low calories (24.50 percent) and Certification (22.50 percent) and eleventh rank to Better for animal (20.50 percent) and contains no dirt and bugs (22 percent) and twelfth rank to Expensive (14 percent) the last rank to Better for the environment (15 percent). It is understood that, the elements of organic food products most liked by the respondents where better taste, better for health, very low yield and better for farmers. 3.2 Cognitive Component In Purchase Behaviour Of Organic Food Products By The Respondents A consumer belief is a psychological association between a product, attribute or feature of that product. Beliefs or cognitive, that is based on knowledge.

Table 5
Cognitive Component In Purchase Behaviour Reasons Strongly Agree Neutral Dis agree agree Percentage of the Respondents Perishables nature of 16 24 26.50 21.50 food Absence of food 16.50 26.50 21 21 additives(less flavour) Not much difference 27 24.50 25.50 12.50 on the taste Not much difference 18 18.50 26.50 23.50 on the health issue Not much difference 27 25 20.50 18.50 on the preparation and consumption Dont care about 13 27 15.50 20 organic Prefer other 18 30 25 23.50 cereals Strongly Dis agree 24.50 29.50 17.50 18.50 13 18.50 20

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Not enough choice 23 Dont eat organic 19 cereals Mood 23.50 Time constraints 62 Inconvenient to get 31 organic food Too expensive 20 Not available where 17 I shop Havent noticed 19 them Dont like the image 15 Source: Primary data

28.50 16 38 21 28 32 20 18 25

22 20 23 14 20 28 13 25 28

20 29 21 13 13 25 18 22.50 13

19.50 25 17 13 20 19 14 21.50 20

The table 5 shows cognitive components in purchase behaviour of organic food products by respondents. Cognitive aspect of attitude is analysed for the reason for not buying organic food products. The purchase organic food product was restricted mainly due to Time constraints and convenience to get Organic food.

3.3 Behavioural component of respondents attitude

The behavioural component of an attitude is ones tendency to respond in a certain manner towards a object or activity. A series of decision to purchase as they are modified by the situation in which the behaviour will occur. 3.3.1 Factors Influencing Purchase Decision of Organic Food Products To know about the agreement or disagreement about the purchase of organic food instead of conventional food by the respondents twenty seven variables were included and the respondents were asked to give their opinion in the Liket five point scale. Data so collected were subjected to factor analysis to bring out the underlying factor. Varimax Rotation with Kaiser Normalization was used for the Factor Analysis. The principal component analysis was used for extraction purpose. The criterion for selecting number of factor was based on Eigen value. All those factors which had Eigen value more than one was included. On applying Varimax Rotation, six factors had Eigen value of more than one. The rotation resulted in whose value of eight factor are presented in table 6. would reflect the behavioural component of attitude. Actual behaviours reflect these intentions

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Table 6 Factors influencing purchase decision of organic food products (Factor Analysis)
Variables Sensory appeal => Taste Texture Smell Familiarity => Habits Culture and tradition Food safety Food neo phobia Availability/ convenience => Shopping facilities Eating out High Monetary cost Social interactions=> Social desirability Food ideology Animal welfare Supporting organic farming It is special Go for it Personal Ideology => It is life style Conscience Trade policies Food involvement and vegetarianism Political beliefs Environmental concern Free from pestidcides/ Fertilizers Media and advertising=> Visual attractiveness Health => Knowledge Optimistic bias Family health Childrens health Eigen Values Proportion of total vatiance Cumulative percentage 1 .035 .693 .540 .151 .231 .366 .749 .007 .600 .085 .034 .178 .454 .099 .205 .085 .056 .729 .026 .515 .078 .418 .181 .157 .521 .319 .220 3.982 13.596 13.596 2 .089 .046 .090 .575 .582 .134 .132 .093 .153 .094 .059 .008 .002 .029 .021 .180 .073 .140 .118 .240 .493 .551 .145 .004 .202 .149 .515 3.539 6.639 20.235 3 .035 .260 .023 .039 .146 .607 .039 .152 .179 .086 .053 .064 .081 .130 .007 .188 .094 .092 .180 .172 .030 .065 .596 .165 .163 .607 .316 1.992 5.752 25.987 4 .059 .130 .011 .084 .202 .018 .190 .222 .024 .031 .773 .716 .261 .073 .324 .306 .176 .071 .011 .094 .012 .181 .112 .104 .330 .124 .208 1.449 6.692 32.679 5 .452 .054 .419 .435 .253 .148 .102 .666 .178 .141 .223 .006 .407 .702 .202 .197 .033 .041 .018 .188 .107 .000 .217 .142 .182 .130 .109 1.399 7.891 40.57 6 .556 .140 .176 .080 .072 .012 .003 .093 .267 .010 .012 .033 .056 .007 .069 .138 .020 .182 .653 .272 .473 .160 .017 .577 .075 .366 .248 1.313 6.658 47.228 7 .032 .068 .072 .357 .317 .022 .031 .126 .045 .121 .021 .229 .177 .102 .555 .561 .762 .073 .003 .356 .048 .053 .078 .459 .293 .146 .035 1.173 7.528 54.756 8 .039 .044 .168 .315 .060 .158 .116 .029 .053 .807 .067 .028 .281 .124 .015 .027 .126 .069 .091 .027 .254 .118 .027 .061 .019 .079 .220 1.034 4.059 58.815 Communality Value .529 .596 .541 .784 .628 .569 .641 .551 .524 .710 .660 .603 .560 .551 .501 .542 .646 .610 .482 .598 .552 .558 .475 .630 .573 .687 .580

Sources: Primary data

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From the above table 6

a loading of 0.7 and above was considered to be

significant for grouping the variables. In factor one, the variables Food neophobia (.749), food involve a vegetarian had the loadings of 0.7 and above, and hence these two variables forms first factor. Factor four was named as Social interaction, as social desirability (.773) and food ideology (.716) had the loadings of 0.7 and above, and hence these two variables forms fourth factor. Fifth factor was with respect to supporting organic farming (.702). Factor seven with the variable Conscience (.762). factor eight with monetary cost.(.807). All these eight factors taken together explained a total variance of 58.815. The communality value represents the variation explained by the selected eight factors for each variable. The variance explained by food habit is 78.4 percent and minatory cost is 71 percent. It is inferred from the factor analysis that food habit, Food involvement and vegetarianism, food ideology and social interaction were prime factors influencing decision about the purchase of organic food products. The price of Organic food products also resulted as an important factor. SUGGESTIONS TO MARKETERS OF ORGANIC FOOD PRODUCTS The following are the suggestion made to the marketers of Organic food products based on the results of the study. Sustained improvement in product features would lead to increase in consumption of organic food products. The increase frequency of viewing the advertisement of organic food products and better taste would influence the purchase organic food products. The influence of advertisement of organic food products with an increase in education found particularly among graduates. To persuade to buy organic good products, the variables like familiarity, personal ideology, social interaction and monitory cost and habits had greater influence in buying organic food products.

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 The familiarity of the organic food products among customers depends on the promotional efforts of the marketers. The availability organic food products need wider advertisement. Allocation of separate shares for organic food products in departmental stores Positioning organic food products by their specific attributes Positioning organic food products by influencing consumer beliefs about the benefits they derive on consuming. Positioning by reputation for quality only organic. The attitudes of never buying could be modified by educating consumers on the benefits of organic food products. The price premium is the major hindrance for non-buying of organic food products. The customers need motivation to buy even with a small price premium than to just avoid on one hand and the cost of cultivation and cost of marketing to be brought under check on the other hand. The products initially should be made available in prominent market places and also gradually, in all the shops. Education programme on Environment and the benefits of organic farming and consumption of organic food products will make the consumers more environmentally conscious Green Consumer. organic to be promoted as the way of life them considering it as product. The agriculture marketing and co-operative departments to help farmers get a good price for organic produce. Ensuring quality of organic by farmers through certification by the Tamil nadu Organic Certification Department, which help them get a good price. Demand creation large-scale production and availability of organic food products should go hand in hand. According a more responsible advertisement can play a positive and beneficial role in bringing out a desirable among homemakers in Organic food products market.

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CONCLUSION
Consumer behaviour plays a major role in Organic food products segment. The marketers of organic foods need to be innovative and dynamic in order to complete with the changing purchase behaviour in the Organic food products market among urban residents. The importance of organic food products was ignored for quite a long period. As results of environmental sustainability, importance is shifted towards Organic food products rather then conventional farming. The study brought out the fact that the people were well aware of images and availability, but not loyal entirely to organic food products. The respondent without doubt attracted towards Organic food products. So the marketers must create promotions which are both realistic and moral and the product availability in terms of volume and variety are required to become successful in marketing organic food products.

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BIBLIOGRAPHY BOOKS Icek Ajzen and Martin Fishbein, Attitude Behaviour relations : A theoretical analysis and review of empirical research, Psychological bulletin, volume no84(sep 1977), PP:888-918. Jay D.Lintquist, M.Joseph sirgy, Shopper, Buyer and consumer behaviour theory, marketing applications and public policy implications, Himal Impressions, 168, Raja garden, New Delhi-110015, 2006, PP:286-292 Ken Peattie (1995), Environmental Marketing Management Meeting The Green Challenge, Pitman Publishing, London Leon g. Sciffman and Leslie lazar kanuk (2000), Consumer Behaviour, Prenticehall of India private ltd OBrien K.Land Leichenko R.M (200), Double Exposure: Assessing the impact of climate change within the context of Globalizations, Global Environmental change, 10(3); 222-232. Planning Commission (2002): Tenth Five Year Plan, 2002-2007, Vol II: Sectoral Policies and Programmes, new Delhi Planning Commission, Government of India. Purohit And Dushyant Gehlot (2006), Trends In Organic Farming In India, Agrobios, Jodhpur Tapan K Panda (2007), Marketing Management, Excell books, New Delhi Vinayak Reddy A And M.Yadagira Charyulu (June 2008), Indian Agriculture Challenges Of Globalization, New Century Publications New Delhi, India JOURNALS David Pearson and Joanna (2008), Marketing organic products: exploring some of the Pervasive issues.Journal of Food Products Marketing:14 (4); Pp 95 108. Jayalakshmi, G. Durgamani, M.K. and Sumathy M. (2009), Organic Food: Issues and challenges , Kissan wolrd., July 2009, 36(7), Pp 9 -11.

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 Kamal P.Aryal, Pasupati Chaudhary, Sangita Panditand Sharma (2009) Consumers willingness to pay for organic products: a case from Katmandu valley Journal of Agriculture and Environment; June 2009; vol 10 Pp: 12 22. Kathirvel N (2009), A study on satisfaction level of farmers towards production and marketing of organic agricultural products. Indian Journal Of Marketing, Feb.2009, Pp 41 -45 and 54. Lakshmi, K.k, Bushra Begum and Meraj Fatima (2009) Attitude of Urban consumers towards organic foods The Indian Journal of Nutrition and Dietetics, October (2009) Vol 46, No.10, Pp- 431 -433. Lodorfos, George N and Dennis, June (2008), Consumers Intent: in the Organic Food Market, Journal of food Products Marketing, 14(2); Pp-17-38. Simona Naspetti and Zanoli, Raffaele (2009) Organic food quality and safety perception throughout Europe, Journal of Food Products Marketing. 15(3); Pp 249 266. Shammi Nanda, Going The Organic Way, Bhoomi For Food, Community And Sustainable Living, Issue 1,Dec 2009,Pp-24-25 Sitinor Bayaah Ahmad and Nurita Juhdi, (2004) Consumers perception and purchase intentions towards organic food products Exploring the attitude among Malaysian consumers, Journal of food Distribution Research- vol-30,Pp-44-53.. Sukhpal Singh (2004) Marketing of Indian organic products: status, issues, and prospects. Indian journal of agricultural marketing 2004 17 (3) Pp: 1-29. Su-Hey Quah, Andrew K.G. tan (2010), Consumer purchase Decisions of Organic Food Products: An ethnic analysis, Journal of International Consumer Marketing, vol.22 (1), Pp-47-58.

WEB SITES
www.iloveindia.com www.google.com www.wikipedia.com www.organicfood.com

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