A STUDY ON CONSUMER INTENTION TOWARDS ORGANIC PRODUCTS WITH REFERENCE TO COIMBATORE CITY

Abstract

The results revels that preference towards organic food product represent the strongest relationship with buyers’ intention to buy organic food product followed by the buyers’ belief that buying organic product is healthy and it gives balanced diet. However, other aspects like awareness on government support and information on product location are found to be immaterially related to the intention to purchase organic products. There is a need to open more organic products shops in Coimbatore. Data was collected in and around Coimbatore district. A total of 150 completed questionnaires were gathered, using stratified sampling method. The findings gave useful information to organic producers to help them to develop effective marketing strategies and to enhance purchasing behaviour among consumers in Coimbatore district.