Mapping the Public Perception about Organic Food Presented by Anwit Goswami Sarbeswar Rao Background No data on Organic Market available in India India is perhaps ready for Organic foods All kinds of conjectures, guesstimates making rounds No direction for growers, marketers, consumers Who? Where? What? How? Of Organic Market Unknown. What is the size? Perceptions? Potential?
Anwit goshwami and sarbeswar rao public perception of organic farming
Apr 16, 2017
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Mapping the Public Perception about
Organic Food
Presented byAnwit Goswami
Sarbeswar Rao
Background
No data on Organic Market available in IndiaIndia is perhaps ready for Organic foodsAll kinds of conjectures, guesstimates making roundsNo direction for growers, marketers, consumersWho? Where? What? How? Of Organic Market Unknown.What is the size? Perceptions? Potential?
Success of business
Demand from Consumer
Retailer’s role to attract the consumer
Govt. role for promoting the activity
Producer’s interestOn production
Study ObjectiveAnalyzing the organic farming scenario globally and India in particular.Factors favoring the development of organic farmingConsumer tastes and preferences and organic productsSustainability of organic productsBarriers to its growth
Pillars
The sales of Organic foods in the years to come will be a share and function of three variablesSales of food, grocery sector and new generation retailWillingness to pay more for “value added” food products and Perceptions/ promotion
Nascent Segment
Organic Food is a nascent segment, which confounds statistical scrutiny. Present demand/ usage not an indicatorThe trend of Organic food will depend on drives made in educating consumers and promoting the Organic culture.
MethodologyCollection of data:•Primary data •Secondary data
Sampling Scheme:•Used stratified random sampling (Size 100)• 20-Open market, 40-Supermarket, 30-Specilized shop, 10-Exclusive organic retail outlets
Statistical analysis: •Cross tabulation•Bar charts, pie charts• Simple average
Statistical Analysis
Age and gender
Monthly household income
Occupation
Shopping Habits of the People (Age Based Classification)
Relation between average monthly income, where they shop and their perception
about the food they buyPLACE SCALE Below 10,000 10,000-20,000 20,000-30000 Above
30,000
supermarket safe to eat agree 0 1 6 7 14
neutral 3 9 7 3 22
disagree 0 4 0 0 4
Total 3 14 13 10 40
Specialized shop safe to eat strongly agree 0 0 0 1 1
agree 0 0 1 25 26
neutral 0 0 3 3
Total 0 0 4 26 30
Open market safe to eat strongly agree 0 2 1 3
agree 1 2 2 0 5
neutral 7 5 0 12
Total 8 9 3 0 20
Exclusive organic retail outlet
safe to eat strongly agree 0 0 10 10
Total 0 0 0 10 10
Healthy
Food consumed is healthy
05
1015202530
agre
e
neut
ral
disa
gree
stro
ngly
agre
e
agre
e
neut
ral
stro
ngly
agre
e
agre
e
neut
ral
stro
ngly
agre
e
supermarket specialised shop open market exclusiveorganic
Num
ber
of p
eopl
e
Below 10,00010,000-20,00020,000-30000Above 30,000
Good quality
Food consumed is of good quality
02468
1012141618
agre
e
neut
ral
disa
gree
stro
ngly
agre
e
agre
e
neut
ral
disa
gree
agre
e
neut
ral
disa
gree
stro
ngly
agre
e
Supermarket Specialized shop Open market Exclusiveorganic
retail
Num
ber o
fpeo
ple
below10,00010,000-20,00020,000-30000above30,000
Reasonably priced
Food consumed is resonably priced
02468
1012
stro
ngly
agre
e
agre
e
disa
gree
stro
ngly
agre
e
agre
e
disa
gree
stro
ngly
agre
e
agre
e
disa
gree
agre
e
disa
gree
supermarket specialized shop open market exclusiveorganic
below10,00010,000-20,00020,000-30000above30,000
Consumer has enough information about how the food was produced and processed
0
5
10
15
20
25
agre
e
disa
gree
agre
e
disa
gree
agre
e
disa
gree
agre
e
disa
gree
supermarket Specialized shop open market exclusive organicretail outlet
Below10,00010,000-20,00020,000-30000Above30,000
Information
Awareness Level Of Organic Food Among Consumer
Salary TotalPLACE SCALE below 10,000 10,000-20,000 20,000-30000 above 30,000
supermarket know about organic food
knows 0 2 3 10 15
unknown 3 12 10 0 25Total 3 14 13 10 40
specialized shop know about organic food
knows 0 0 0 26 26
unknown 0 0 4 4Total 0 0 4 26 30
open market know about organic food
knows 0 1 0 0 1
unknown 8 8 3 0 19Total 8 9 3 0 20
exclusive organic retail
outlet
know about organic food
knows 0 0 0 10 10
Total 0 0 0 10 10
Effect Of Advertisement
Internet and WOM are the main source of awareness
Religious Activity and leaflet from exclusive out let has greater impact on consumer
Need of Certification Salary Total
PLACE SCALE below 10,000 10,000-20,000 20,000-30000 above 30,000
supermarket need to know the traceability and trust worthiness of organic food
agree 0 2 3 10 15
Total 0 2 3 10 15
specialized shop need to know the traceability and trust worthiness of organic food
strongly agree
0 0 0 26 26
Total 0 0 0 26 26
open market need to know the traceability and trust worthiness of organic food
agree 0 1 0 0 1
Total 0 1 0 0 1
exclusive organic retail outlet
need to know the traceability and trust worthiness of organic food
Stronglyagree
0 0 0 10 10
Total 0 0 0 10 10
Constraint (ranking)PLACE SCALE SALARY Total
10000-20000 20000-30000 above 30000
supermarket CONST1 price 0 0 4 4
availability 0 0 3 3
ignorance 2 3 1 6
Total 2 3 8 13
specialized store CONST1 price 0 0 3 3
availability 0 0 14 14
ignorance 0 0 3 3
lack of certification 0 0 6 6
Total 0 0 26 26
open market CONST1 price 1 0 0 1
ignorance 1 0 0 1
Total 2 0 0 2
exclusive organic store
CONST1 price 0 0 2 2
availability 0 0 8 8
Total 0 0 10 10
Constraint-2PLACE SCALE SALARY Total
10000-20000 20000-30000 above 30000
supermarket CONSTRAINT2
price 0 0 1 1
availability 2 3 3 8
ignorance 0 0 4 4
Total 2 3 8 13
specialized store
CONSTRAINT2
price 0 0 2 2
availability 0 0 9 9
ignorance 0 0 1 1
lack of certification
0 0 11 11
Total 0 0 23 23
open market CONSTRAINT2
availability 1 0 0 1
ignorance 1 0 0 1
Total 2 0 2
exclusive organic store
CONSTRAINT2
price 0 0 8 8
Total 0 0 8 8
Constraint-3PLACE SCALE
SALARY Total
10000-20000 20000-30000 above 30000
supermarket CONSTRAINT-3 price 2 3 3 8
availability 2 2
ignorance 3 3
lack of certification
1 1
Total 2 3 9 14
specialized store CONSTRAINT-3 price 2 2
lack of certification
5 5
Total 7 7
open market CONSTRAINT-3 price 2 2
availability 1 1
Total 3 3
exclusive organic store
CONSTRAINT-3 lack of certification
3 3
Total 3 3
After giving weightage
0
5
10
15
20
25
30
35
price availability Ignorance/lackof awareness
Lack ofcertification
Constraint to switch to organic food
Inferences
Aware and purchase
Aware but not purchase
Neither aware
nor purchased
Below 10000
10000
TO 20000
20000
TO
30000
Above 30000
11 20 17
3 3 10
36
Contd….The awareness about organic food is not high….. Among the People who are aware about organic food, major portion don’t have any clear definition.
The lack of certification for identifying the organic food products can be one of the causes.
Lack of availability is often cited as the reason for non purchase of food products
No effective promotions
Conclusion
Now the time has come when the producers has to emphasize on effective promotional mix and availability of organic food with proper certification……..
THANK YOU
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