A Study on Buying Behaviour of Consumers towards Organic Food Products in Kanyakumari District

Abstract

The main aim of the study is to analyse the consumer buying behaviour towards organic food products in Kanyakumari District and know the reasons for selecting the organic food products. The questionnaire tried to capture the responses of the customers mainly on the key deliverables, derived from the survey conducted, and a few questions have been included to gauge the buying behaviour and to gain insight into reasons for selecting the organic food products.  Secondary data refers to data that was collected by someone other than the user. Common sources of secondary data for Journal, Books, Websites. It is identified that majority (49) sample respondents have purchased from organic food stores. The study demonstrates that the majority of the sample respondents i.e. 47 percent are using the organic food products for the period of 1-3 years followed by 20 percent of the sample respondents are using the organic food products for the period of 3-5 years. The marketers should give priority to market segmentation based on gender and the producers of organic food products should identify the taste and preference of consumers to meet the demand.