CONSUMER BUYING BEHAVIOUR TOWARDS ORGANIC FOOD PRODUCTS IN INDIA

Abstract

Consumer buying behaviour is how an individual carry out his or her attitude when making a purchase decision towards products or services after giving much consideration to their preferences, needs and wants and initiate to look for products or services to fulfil their expectations and requirements. Various studies have been done both in the global and local perspective to research on consumer buying behaviour. However, the focus of research on consumer buying behaviour towards organic food products in India is still limited, and therefore this research project aims to fill this contextual gap. The purpose of this study is to determine the influence of price, brand image and advertisements on consumer buying behaviour towards organic food products in India. The Theory of Reasoned Action was discussed, and a conceptual framework was designed to illustrate the relationship between price, brand image and advertisements on consumer buying behavior towards organic food products in India. Based on the literature review, three hypotheses (3) were developed and discussed. Data for this research from 320 respondents via online questionnaire was analyzed and hypotheses testing using multiple regression analysis was carried out to investigate the influence of price, brand image and advertisements on consumer buying behavior towards organic food products in India. Results from the hypotheses testing showed that price and brand image have a significant relationship and positive influence on consumer buying behaviour while advertisement does not have a significant and positive influence towards organic food products in India.