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R.SARASWATHY 2
ABSTRACT
The demand for organic products in Indian has been growing significantly for the past five years..
Consumers are willing to pay more for organic goods.. The increasing numbers of consumers who
prefer and are willing to buy these products are subjected to the buying process. Consumers have
different buying behaviours and these behaviours are constantly changing as a result of the
availability of best alternatives to choose from. Products are chosen for numerous reasons. Overall,
the buying process is extremely fast-paced today. Hence, the present study is conducted to explore the
extent of the impact of consumers buying behaviour towards the marketing of organic products in
Thanjavur District. The study investigates the relationship between variables that affect consumers
buying behaviour for organic products and identifies the price levels consumers prefer to pay for
organic products in the district. An attempt has also been made to examine the factors that affect the
organic products buying behaviours of the consumers. Convenience sampling method was used to
select 200 respondents living in the district and who make purchases for the products. The primary
data was collected from the respondents with the help of pre-tested structured opened and closedended questionnaires. In pursuance of the studys stated objectives, the formulated hypotheses were
subjected to regression and chi-square analyzes. The findings of the study reveal that there is
significant relationship between the variables which affects consumers buying behaviour for organic
products. Similarly, the factors affecting the consumers buying behaviour have major implications
on purchasing decisions.Green marketers can therefore understand, identify and design marketing mix
strategies to appeal to the preferences of the market segments for green products.
INTRODUCTION
Due to the increased importance of marketing to market success, firms continue to launch various
forms of green packaging prgrams through the introduction of recyclable and useful packages. Green
marketing is considered as one of the major trends in modern businesses (Kassaye, 2001). Today,
environmental or green marketing, a strategic marketing approach, is a recent focus in business
endeavours (Ottman, 1998). Consumers are therefore, becoming more sensitive in their environmental
attitudes, preferences, and purchases (Sarigll, 2009). The desire of consumers to purchase ecofriendly products and services is rising. Many are more aware of environmental issues and
consequently choose products that do not damage the environment over less environmentally friendly
products, even if they cost more. Firms today are faced with consumers who are environmentally
conscious when making a purchase.
Environmentally preferable products are sometimes more expensive to purchase than other
alternative products. Green consumers have been shown to be willing to pay a higher price for
environmentally friendly products (Larocheet al, 2001; Peattie, 2001), which is a huge opportunity for
companies as well as governments looking to make eco-friendly policy changes. Thus, the increasing
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Price
Environmental concerns
Quality
Brandname
Convenience
Durability
Packaging
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90
48
138
No. of Respondents
38
75
7
18
138
No. of Respondents
6
17
68
32
15
138
No. of Respondents
30
31
30
13
34
138
45
65.22
34.78
100
Percentage
28
54
5
13
100
Percentage
4
12
49
23
11
100
Percentage
20
22
23
9
25
100
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FOOD
Remarks
Ho accepted
Ho rejected
Ho accepted
Ho accepted
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Dimensions
Ho: Hypothesis
Category
Educational
qualification
Factors
There is no significant
association between the
variables Gender vs Factors
determining
Consumer
Buying Behaviour
Between
groups
With
in
groups
Total
There is no significant
association between the
variables Marital statusvs
Factors
determining
Consumer
Buying
Behaviour
Vs
Marital status Vs
Factors
Sum of
square
5.124
df
4
Mean
square
1.281
267.676
134
2.328
272.800
138
Between
groups
With
in
groups
3.449
0.862
269.351
134
2.342
Total
272.800
138
With
in
groups
Total
257.511
134
272.800
138
sig.
Result
0.55
0
0.699
Ho
Accepted
0.36
8
0.831
Ho
Accepted
2.239
Hypothesis: there is no relationship between Educational qualifications and marital statusvs the
factors determining consumer buying behaviour. It is clear that the p-value is more than 0.05 for the
above factor so (p<0.05), the null hypothesis is accepted at 5 percent level of significance.
FINDINGS:
65.22% of the respondents are Male and 34.78% of the respondents are Female .
28% of the respondents are single 54% of the respondents are Married 5% of the respondents
are separated and 13% of the respondents are widowed.
4% of the respondents belong to SSLC level, 12% of the respondents belong to HSC level,
49% of the respondents belong to Graduation Level, 23% of the respondents belong to the PG
Level, and 11% of the respondents belong to the Other Qualification.
14% of the respondents are self employed 22% of the respondents are working in the
government organization, 14% of the respondents are working in Quasi Government, 9% of
the respondents are working in private sectors ,25% of the respondents are professionals and
13% of the respondents are working in other sectors.
20% of the respondents belong to the Income level of 10000, 22% of the respondents belong
to the Income level of 10000-15000, 23% of the respondents belongs to the Income level of
15000-20000, 9% of the respondents belongs to the income level of 20000-25000 and 25% of
the respondents the Income level is above 25001.
There is no significant association between Gender and factors determining consumer
behaviour. towards organic food products.
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CONCLUSIONS:
This study was conducted to find out the relationship between the variables that affect consumers
buying behaviors for organic food products,inThanjavurDistrict.The results suggest that a large
number of consumers in the selected areas value the environment and have a typical buying behavior.
The consumers prefer organic food products for their survival. This indicates green product awareness
among consumers. As consumers are aware and concerned about the greenproducts, it creates an
opportunity for developing green marketing focusing on more consumers. Overall, this study clearly
identified a positive relationship between the variables or factors which affect consumers buying
behavior for green products. Consumers buying behavior acts as a predictor and have a direct
influence on the decision process when purchasing of organic food products. The results provide
reasonable support to all the hypothesized relationships.
It was also identified that while consumers have positive behavior towards purchasing organic
food products, when it comes to actual purchase, price, environmental concerns and quality are still
the key factors influencing their purchase decisions.
REFERENCES
1. Blackwell R D, Miniard R D and Engel P W (2001), Consumer Behavior, New York, Harcourt
College Publishers.
2. Brown M (2003), Buying or Browsing? An Exploration of Shopping Orientations and Online
Purchase Intention, EuropeanJournal of Marketing, Vol. 37, Nos. 11/12,pp. 1666-1684.
3. Dantas M I, Minim V P, Deliza R and Puschman R (2004), The Effect of Packaging on the
Perception of Minimally Processed Products, Journal ofInternational Food and Agribusiness
Marketing, Vol. 16, No. 2, pp. 71-83.
4. Diamantopoulos A, Schlegelmilch B B, Sinkovics R R and Bohlen G M (2003), Can SocioDemographics Still Play a Role in Profiling Green Consumers? A Review of the Evidence and an
Empirical Investigation, Journal of BusinessResearch, Vol. 56, No. 2, pp. 465-80.
5. Diamantopoulos A, Schlegelmilch B B, Sinkovics R R and Bohlen G M (2003), Can SocioDemographics Still Play a Role in Profiling Green Consumers? A Review of the Evidence and an
Empirical Investigation, Journal of BusinessResearch, Vol. 56, No. 2, pp. 465-80
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