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PRODUCT KNOWLEDGE, ATTITUDE AND MOTIVATION ON PURCHASE INTENTION TOWARDS ORGANIC FOOD PRODUCTS

Vedha, Balaji (2019) PRODUCT KNOWLEDGE, ATTITUDE AND MOTIVATION ON PURCHASE INTENTION TOWARDS ORGANIC FOOD PRODUCTS. PhD thesis, Christ University.

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Abstract

India is credited to have the largest area under organic food cultivation. The size of the area earmarked with organic food cultivation is akin to countries like Argentina, Brazil, China and Uruguay. Delhi, Bangalore, Chennai and Pune are four cities in India that are experiencing increased consumer interest towards organic food products. This increased consumer interest has led to the emergence of many retailers to sell organic food products that have their presence across the above mentioned four cities. Conscious Foods, Eco Farms, Morarka Organic Foods, Navdanya, Organic India, Sresta etc are some of the retailers doing business in the organic food market segment. The consumer demand for food products that are cultivated organically in India for the period between 2012 and 2017 was predicted to increase at a CAGR of approximately 19%. In India, consumer demand for organically produced food products between the period 2015 and 2020 is expected to increase at a CAGR above 25% (India Organic Food market, 2020). Domestic demand towards organically produced food products for the Indian market presently is approximated at 40,000 million Indian Rupees. This figure is poised to increase by 100,000 million to 120,000 million Indian Rupees for the year 2020 with an identical increase in exports business towards organic food products (“Big Basket keen on collaborating with organic farmers in Karnataka,” 2017). Although India is a developing economy, the market for organic food products is immature. Country specific research undertaken by AC Nielsen in the year 2006 revealed that despite Indians being one of the top ten buyers of food fortified with additives for general well-being; do not have access to organic food products. Poor infra-structure conditions in the country such as transportation facilities, storage, warehousing, etc leads to low volume of the products for transaction which further increases selling price of organic food products. However, India is a new contender in the export trade for organic food products with billions of export potential. By contrast in India, the market for organic food products is characterized by limited availability of products across sales outlets, a small number of branded products that are certified to be organic food and a limited assortment of organic food product varieties. A study on consumer characteristics and psychological constructs like motivation, attitude and product knowledge towards their purchase intention of organically produced food products made available in Bangalore will help in gaining insights into the nascent but emerging market for organically cultivated food products in the Indian context.

Item Type:Thesis (PhD)
Subjects:Thesis > Ph.D > Management
Thesis
Thesis > Ph.D
ID Code:7848
Deposited By:Shaiju M C
Deposited On:18 May 2019 16:48
Last Modified:18 May 2019 16:48

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