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A STUDY ON MARKET SEGMENTATION AND PROFILE STUDY OF ORGANIC FOOD CONSUMERS

KrishiKosh

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Title A STUDY ON MARKET SEGMENTATION AND PROFILE STUDY OF ORGANIC FOOD CONSUMERS
 
Creator BENU CHARAN SAHOO
 
Contributor RADHIKA, P
 
Subject STUDY, MARKET, SEGMENTATION, PROFILE, STUDY, ORGANIC, FOOD
 
Description Under the title entitled “A study on market segmentation and profile
study of organic food” the market research was carried out to analyze the market
segmentation for the organic food consumers, profile study of each segment,
positioning of organic food, perception of advertisement and consumer sales
analysis.
In recent years the concept of organic food quality has changed
dramatically. It now refers not only to the characteristics of final product but also
to the way in which it’s produced, processed, and transported. Consumers in the
urban areas are getting more health conscious and increasing their spending on
quality foods.
24 lettered mantra is the exclusive organic food shop located in Banjara
hills, Hyderabad, 200 customers visiting the shop are selected randomly as the
sample. The size of the sample is 200.
From the study it was observed that the regular organic consumers wish
stricter standard and exclusive organic shops and are ready to pay a fair price for
the same. The occasional organic consumers wish generally lower consumer
prices so that organic food can become a buying alternative.
In segmenting the market for the organic foods, the most important
segments are between the age of 27-35 and 36-44. Women are the decision maker
in the family shopping. For most of the people monthly income is more than
20,000. So mostly upper class and higher middle class families constitute the
organic food consumers.
The customer service for most of the consumers is satisfactory. But
most of the people are not aware about the advertisement given by the company.
Though the range of the product taste and quality are accepted by most of the
consumers, they still have not wholly accepted the price premium taken on
organic foods.
The most important criteria for the consumers for purchasing of organic
foods are good health and food quality, which shows the increase of
consciousness and awareness among the people. Friends and relatives are the
main source of information about the organic food for the consumers of organic
foods. In today’s scenario demand for organic food is increasing, thus it presents
company with the opportunity to capture the growing segment by developing
suitable market strategy.
 
Date 2016-08-17T13:44:14Z
2016-08-17T13:44:14Z
2006
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/72752
 
Language en
 
Relation D7882;
 
Format application/pdf
 
Publisher ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD