The movement towards healthy lifestyle underlie by theslogan; “back to nature” has become a trend for global society of theworld.
It is based that everything coming from nature is good and beneficialand also ensures an existence of balance between human and nature. People havestarted realizing that the use of unnatural chemicals, such as chemicalpesticide, in agricultural production will cause negative effects on the healthof people and the environment. The organic food is minimally processed tomaintain the integrity of the food without artificial ingredients,preservatives or irradiation. Organic products are obtained the processes tothe environment cultivation techniques that consider both attributes the finalproduct and the production methods. Organicagricultural production uses the methods in which the usage of chemical inputsor pesticides is avoided, and inputs used in the production process arepermitted by the regulations. In organic farming, supervised and certifiedstages of the whole production and consumption processone done to provide thehighest level of protection for the environment, plants, animals and humanhealth without polluting the soil and water resources or the quality of air.Organic agriculture seeks to provide consumers, with fresh, tasty, healthy, andreliable food while respecting nature and animal welfare. India is the second largest countryin the world on the basis of population and a major part of the population aredepends on agricultural activities.
Now a day there is an increasing trend isseen towards organic agriculture. Organic products are grown under a system ofagriculture without the use of chemical fertilizers and pesticides with anenvironmentally and socially responsible approach. Organic agricultureis not a new concept in India.
At the beginning of the 19th century, SirAlbert Howard, one of the most important pioneer of organic farming worked inIndia for many years studying soil- plant interactions and developingcomposting method. In doing so, he capitalized substantially on India’s highlysophisticated traditional agriculture systems, which had long applied many ofthe principal of organic farming. Rising health consciousness among middle class consumers in major citiesacross India has been the key factor contributing to growth in the market.Unlike conventional food, which involves use of chemical fertilizers andpesticides, organic food products are manufactured using natural products. As aresult, organic food products are free from chemical residues and are healthiercompared to conventional food products.
Organic food products include diversefood categories ranging from fruits & vegetables, dairy products, processedfoods, pulses & food grains to other products such as beverages,confectionaries, etc. Implementation of various standards to improve thequality of organic food produced in the country is expected to propel growth inIndia’s organic food market over the next five years. According to “India Organic Food MarketForecast & Opportunities, 2020”, the market for organic food in India isanticipated to grow at a CAGR of over 25% during 2015-20.
The contribution of conventional agricultureto national development and food security has always been seen as the crux ofpublic policy across the globe, yet in recent decades, organic agriculture hastaken over conventional farming in terms of growth. Organic farming minimizessocial, ecological, and biological costs that are associated with conventionalfarming. Meaning: Organic Food Products The Department for Agriculture and Rural Affairs statesthat: „Organic food is the product of a farming system which avoids the use ofman-made fertilizers, pesticides; growth regulators and livestock feedadditives. Irradiation and the use of genetically modified organisms orproducts produced from or by GMOs are generally prohibited by organiclegislation. Organic agriculture is a systems approach to production that isworking towards environmentally, socially and economically sustainableproduction. Instead, the agricultural systems rely on crop rotation, animal andplant manures, some hand weeding and biological pest control”. Organic foodsare natural foods with minimum or no intervention of artificial processing toenhance or preserve the integrity of the food and are cultivated only bysustainable practices which are environment friendly.
Organic producers arerequired to obtain unique certifications abiding to national and internationalstandards to market produce within a country and across the borders.OBJECTIVES 1. Tostudy the potential Markets for organic products. 2. To findout the barriers resisting free flow of the organic products in the market andoffer suggestions.
Review ofLiteratureSundareshand Babu (2017)1Descriptive in nature andfocuses primarily on population consisting of college students as consumers of organicfood in Coimbatore city. The sampling technique used was convenient sampling.Data was collected from primary data sources, One hundred responses werereceived via questionnaire, face to face and telephonic interviews.
Variousstatistical techniques using SPSS 16 were applied for data analysis andinferences have been drawn. The population covers the college student’s asconsumers of organic food in Coimbatore city. The study is based on primarydata collection. The data was collected through a structured questionnaireprepared and contacted personally. The secondary data was collected with thehelp of books, internet and journals.
The sampling technique in this project isconvenient sampling. A sample of 100 respondents was taken into account for findingtheir attitude and awareness towards organic food products. The study showsthat further steps have to be taken to increase the awareness level of organicproducts. Government can increase the trend forconsumption of organic foods by increasing public awareness (such as programsand advertisements in TV and other channels) and further government should comeforward to provide subsidy for organic producers.
Organic food particularlyfruits and vegetables are highly quality, nutritious and taste better. The samecan be maintained to hang on to current customers and focus on new customers byincreasing availability of the products. More people opt for organized organicoutlet, hence, proper display, arrangements, showcases, etc. activities willdefinitely attract the consumers towards their attitude to go for organic foodproducts. Cooking time is more for organic products.
Therefore fast food ispreferred by customers. Something should be done to speed up the cooking timeof the organic products. The awareness about organic food products isincreasing among the people and their intention to buy organic food is shapedby various beliefs. The college student’s awareness and attitude towardspreferring organic food products has been studied and their level of preferencewas measured based on their opinion which concludes that the consumers arehighly preferring to use organic food products in Coimbatore city.MohammadAltarawneh (2013)2This study aims atanalysing the awareness level of consumers towards organic food products, Asawareness and knowledge about the different attributes of organic food isessential to create market demand for organic products, the study alsoidentifies the most likely socio-demographic,food safety and consumer information factors affecting awareness level using aLogistics regression model. Data collection: A cross-sectional study wasconducted and the questionnaire was administered between February- March 2013to determine the Awareness about organic food of 384 consumers who wererandomly recruited at shopping areas and public places in Amman, the capital ofJordan. 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.
Therevised questionnaire contained 25 questions in 2 sections, was administered byinter n dieticians as a face to facemethod. Section A of the questionnaire contained open-ended and closed questionsdealing with demographic characteristics. Section B contained questionsconcerning with the Awareness about organic food. The questionnaire tookapproximately 30 minutes to be completed Consumers’ consent was required priorto commencement of the study. Sample size: (384) Consumers’ were interviewedthroughout the population (688360), Therefore, the analysis can be consideredto raise consumer awareness of the various aspects of organic products, such asland is important to build markets for organic food in the first phase of thedevelopment of the market.
The survey results revealed that only 69% of totalrespondents were aware of ‘organic food, It indicates that for majority of theeven aware people ‘organic food’ is still away from their food basket. Theresults of logistics analysis indicate that potential Jordanian consumers’awareness of organic food is strongly and significantly affected by factorssuch as education, occupation, marital status, income, desire, promotion,quality, health issues, product source. The awareness not affected by factorssuch as gender, age and Trademark.
Results of the study have a significantimplication to understand consumer awareness and knowledge on organic foods. Totake advantage of the market potential in organic food, and organic industryneeds to educate consumers. And Certain attention should be concentrated onprice and availability as well as development of direct sale and specializedshops. Moreover, producers should pay certain attention to declaration elements.
Results from this paper are of great importance because they provide valuableinformation on consumers in Jordan that can be used by policy makers in organicfarming at the national and regional level.CONSUMER BEHAVIOUR Thisrepresents 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-makingprocesses that encompass the purchase and use of products. Consumer behaviourin this study is measured through the importance given to each factor, theprice that the consumer is willing to pay and the frequency of purchase by the consumer.ORGANIC MARKET Markethighly depends on consumers buying behaviour. Change in the buying behaviourleads to change in the market demand.
Today, the organic product is becomingpopular, which lead to a change in the market demand and consumer behaviour. AsIndia is considered to be rich in heritage for organic agriculture and farming,it helps in the growth and design of strong market development. World’sapproach towards natural and traditional system is more developed; even farmersand companies are getting more involved to agro- organic productions which leadto green revolution.
Consumer health and increasing food scandals areconsidered to be the main factors for change in buying behaviours. The Wordorganic refers to all the products which are made or produced without usingChemical fertilizer and pesticides, which blends with our old Indian system.Today, market trend has been diverting towards the same system requirement forcustomers.
People all over the world are becoming very conscious about theirhealth and environment. This shows that in the next few years there is a greatopportunity for organic and natural products. ORGANIC BUSINESS MARKET Interms of increasing our understanding of food purchases, a number of valuableinsights have been provided by investigating the food supply chain.
At theglobal level, the organic industry is estimated to exeed of $US40billion. Manysupermarket chains offer a wide variety of organic products, including privateand own brand organic labels. There is also significant expansion in the rangeof organic products available in supermarkets. Today, there are differentformats of organic business market such as, organizations that use cooperativebusiness structures, independent outlets, farm shops, farmers’ markets,community supported agriculture schemes and producers direct market.
The healthmotivation can be seen as one of the proactive reason for the change incustomers but still it has not covered the market range. The product quality isanother factor that consumers will generally relate towards the organic food, mainlyfresh fruits and vegetables. Good quality generally relates to premium price. Sobusiness market needs the pricing factors. An organic product business does notappeal to a coherent segment of the market as it does not have regularcustomers.
KEYFEATURES OF ORGANIC FARMING v Protecting soil quality using organic material andencouraging biological activity v Indirect provision of crop nutrients using soilmicroorganisms v Nitrogen fixation in soils using legumes Weed and pest control based on methods like croprotation, biological diversity, natural predators, organic manures and suitablechemical, thermal and biological intervention