The he capitalized substantially on India’s highly sophisticated traditional

The movement towards healthy lifestyle underlie by the
slogan; “back to nature” has become a trend for global society of the
world. It is based that everything coming from nature is good and beneficial
and also ensures an existence of balance between human and nature. People have
started realizing that the use of unnatural chemicals, such as chemical
pesticide, in agricultural production will cause negative effects on the health
of people and the environment. The organic food is minimally processed to
maintain the integrity of the food without artificial ingredients,
preservatives or irradiation. Organic products are obtained the processes to
the environment cultivation techniques that consider both attributes the final
product and the production methods.

            Organic
agricultural production uses the methods in which the usage of chemical inputs
or pesticides is avoided, and inputs used in the production process are
permitted by the regulations. In organic farming, supervised and certified
stages of the whole production and consumption processone done to provide the
highest level of protection for the environment, plants, animals and human
health without polluting the soil and water resources or the quality of air.
Organic agriculture seeks to provide consumers, with fresh, tasty, healthy, and
reliable food while respecting nature and animal welfare.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

            India is the second largest country
in the world on the basis of population and a major part of the population are
depends on agricultural activities. Now a day there is an increasing trend is
seen towards organic agriculture. Organic products are grown under a system of
agriculture without the use of chemical fertilizers and pesticides with an
environmentally and socially responsible approach. Organic agriculture
is not a new concept in India. At the beginning of the 19th century, Sir
Albert Howard, one of the most important pioneer of organic farming worked in
India for many years studying soil- plant interactions and developing
composting method. In doing so, he capitalized substantially on India’s highly
sophisticated traditional agriculture systems, which had long applied many of
the principal of organic farming.  
Rising health consciousness among middle class consumers in major cities
across India has been the key factor contributing to growth in the market.
Unlike conventional food, which involves use of chemical fertilizers and
pesticides, organic food products are manufactured using natural products. As a
result, organic food products are free from chemical residues and are healthier
compared to conventional food products. Organic food products include diverse
food categories ranging from fruits & vegetables, dairy products, processed
foods, pulses & food grains to other products such as beverages,
confectionaries, etc. Implementation of various standards to improve the
quality of organic food produced in the country is expected to propel growth in
India’s organic food market over the next five years.  According to “India Organic Food Market
Forecast & Opportunities, 2020″, the market for organic food in India is
anticipated to grow at a CAGR of over 25% during 2015-20.  The contribution of conventional agriculture
to national development and food security has always been seen as the crux of
public policy across the globe, yet in recent decades, organic agriculture has
taken over conventional farming in terms of growth. Organic farming minimizes
social, ecological, and biological costs that are associated with conventional
farming.

 

Meaning
: Organic Food Products

            The Department for Agriculture and Rural Affairs states
that: „Organic food is the product of a farming system which avoids the use of
man-made fertilizers, pesticides; growth regulators and livestock feed
additives. Irradiation and the use of genetically modified organisms or
products produced from or by GMOs are generally prohibited by organic
legislation. Organic agriculture is a systems approach to production that is
working towards environmentally, socially and economically sustainable
production. Instead, the agricultural systems rely on crop rotation, animal and
plant manures, some hand weeding and biological pest control”. Organic foods
are natural foods with minimum or no intervention of artificial processing to
enhance or preserve the integrity of the food and are cultivated only by
sustainable practices which are environment friendly. Organic producers are
required to obtain unique certifications abiding to national and international
standards to market produce within a country and across the borders.

OBJECTIVES

1. To
study the potential Markets for organic products.

2. To find
out the barriers resisting free flow of the organic products in the market and
offer suggestions.

Review of
Literature

Sundaresh
and Babu (2017)1Descriptive in nature and
focuses primarily on population consisting of college students as consumers of organic
food in Coimbatore city. The sampling technique used was convenient sampling.
Data was collected from primary data sources, One hundred responses were
received via questionnaire, face to face and telephonic interviews. Various
statistical techniques using SPSS 16 were applied for data analysis and
inferences have been drawn. The population covers the college student’s as
consumers of organic food in Coimbatore city. The study is based on primary
data collection. The data was collected through a structured questionnaire
prepared and contacted personally. The secondary data was collected with the
help of books, internet and journals. The sampling technique in this project is
convenient sampling. A sample of 100 respondents was taken into account for finding
their attitude and awareness towards organic food products. The study shows
that further steps have to be taken to increase the awareness level of organic
products.

 

Government can increase the trend for
consumption of organic foods by increasing public awareness (such as programs
and advertisements in TV and other channels) and further government should come
forward to provide subsidy for organic producers. Organic food particularly
fruits and vegetables are highly quality, nutritious and taste better. The same
can be maintained to hang on to current customers and focus on new customers by
increasing availability of the products. More people opt for organized organic
outlet, hence, proper display, arrangements, showcases, etc. activities will
definitely attract the consumers towards their attitude to go for organic food
products. Cooking time is more for organic products. Therefore fast food is
preferred by customers. Something should be done to speed up the cooking time
of the organic products. The awareness about organic food products is
increasing among the people and their intention to buy organic food is shaped
by various beliefs. The college student’s awareness and attitude towards
preferring organic food products has been studied and their level of preference
was measured based on their opinion which concludes that the consumers are
highly preferring to use organic food products in Coimbatore city.

Mohammad
Altarawneh (2013)2This study aims at
analysing the awareness level of consumers towards organic food products, As
awareness and knowledge about the different attributes of organic food is
essential to create market demand for organic products, the study also
identifies the most likely

socio-demographic,
food safety and consumer information factors affecting awareness level using a
Logistics regression model. Data collection: A cross-sectional study was
conducted and the questionnaire was administered between February- March 2013
to determine the Awareness about organic food of 384 consumers who were
randomly recruited at shopping areas and public places in Amman, the capital of
Jordan. A structured questionnaire was designed to collect the research data.
The questionnaire was pilot tested by 40 participants from April 2013,
resulting in minor modifications made to the wording of the questionnaire. The
revised questionnaire contained 25 questions in 2 sections, was administered by
inter  n dieticians as a face to face
method. Section A of the questionnaire contained open-ended and closed questions
dealing with demographic characteristics. Section B contained questions
concerning with the Awareness about organic food. The questionnaire took
approximately 30 minutes to be completed Consumers’ consent was required prior
to commencement of the study. Sample size: (384) Consumers’ were interviewed
throughout the population (688360), Therefore, the analysis can be considered
to raise consumer awareness of the various aspects of organic products, such as
land is important to build markets for organic food in the first phase of the
development of the market. The survey results revealed that only 69% of total
respondents were aware of ‘organic food, It indicates that for majority of the
even aware people ‘organic food’ is still away from their food basket. The
results of logistics analysis indicate that potential Jordanian consumers’
awareness of organic food is strongly and significantly affected by factors
such as education, occupation, marital status, income, desire, promotion,
quality, health issues, product source. The awareness not affected by factors
such as gender, age and Trademark. Results of the study have a significant
implication to understand consumer awareness and knowledge on organic foods. To
take advantage of the market potential in organic food, and organic industry
needs to educate consumers. And Certain attention should be concentrated on
price and availability as well as development of direct sale and specialized
shops. Moreover, producers should pay certain attention to declaration elements.
Results from this paper are of great importance because they provide valuable
information on consumers in Jordan that can be used by policy makers in organic
farming at the national and regional level.

CONSUMER BEHAVIOUR

                        This
represents the processes by which individuals search for, select, purchase,
use, and disposes goods and services, in satisfaction of their needs and wants.
In other words, consumer behaviour is a set of dynamic decision-making
processes that encompass the purchase and use of products. Consumer behaviour
in this study is measured through the importance given to each factor, the
price that the consumer is willing to pay and the frequency of purchase by the consumer.

ORGANIC MARKET

                 Market
highly depends on consumers buying behaviour. Change in the buying behaviour
leads to change in the market demand. Today, the organic product is becoming
popular, which lead to a change in the market demand and consumer behaviour. As
India is considered to be rich in heritage for organic agriculture and farming,
it helps in the growth and design of strong market development. World’s
approach towards natural and traditional system is more developed; even farmers
and companies are getting more involved to agro- organic productions which lead
to green revolution. Consumer health and increasing food scandals are
considered to be the main factors for change in buying behaviours. The Word
organic refers to all the products which are made or produced without using
Chemical fertilizer and pesticides, which blends with our old Indian system.
Today, market trend has been diverting towards the same system requirement for
customers. People all over the world are becoming very conscious about their
health and environment. This shows that in the next few years there is a great
opportunity for organic and natural products.

ORGANIC BUSINESS MARKET

                 In
terms of increasing our understanding of food purchases, a number of valuable
insights have been provided by investigating the food supply chain. At the
global level, the organic industry is estimated to exeed of $US40billion. Many
supermarket chains offer a wide variety of organic products, including private
and own brand organic labels. There is also significant expansion in the range
of organic products available in supermarkets. Today, there are different
formats of organic business market such as, organizations that use cooperative
business structures, independent outlets, farm shops, farmers’ markets,
community supported agriculture schemes and producers direct market. The health
motivation can be seen as one of the proactive reason for the change in
customers but still it has not covered the market range. The product quality is
another factor that consumers will generally relate towards the organic food, mainly
fresh fruits and vegetables. Good quality generally relates to premium price. So
business market needs the pricing factors. An organic product business does not
appeal to a coherent segment of the market as it does not have regular
customers.

KEY
FEATURES OF ORGANIC FARMING

 

v  Protecting soil quality using organic material and
encouraging biological activity

v  Indirect provision of crop nutrients using soil
microorganisms

v  Nitrogen fixation in soils using legumes

Weed and pest control based on methods like crop
rotation, biological diversity, natural predators, organic manures and suitable
chemical, thermal and biological intervention