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Anwit goshwami and sarbeswar rao public perception of organic farming

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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?
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Page 1: Anwit goshwami and sarbeswar rao public perception of organic farming

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?

Page 2: Anwit goshwami and sarbeswar rao public perception of organic farming

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

Page 3: Anwit goshwami and sarbeswar rao public perception of organic farming

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.

Page 4: Anwit goshwami and sarbeswar rao public perception of organic farming

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

Page 5: Anwit goshwami and sarbeswar rao public perception of organic farming

Age and gender

Monthly household income

Page 6: Anwit goshwami and sarbeswar rao public perception of organic farming

Occupation

Shopping Habits of the People (Age Based Classification)

Page 7: Anwit goshwami and sarbeswar rao public perception of organic farming

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

Page 8: Anwit goshwami and sarbeswar rao public perception of organic farming

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

Page 9: Anwit goshwami and sarbeswar rao public perception of organic farming

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

Page 10: Anwit goshwami and sarbeswar rao public perception of organic farming

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

Page 11: Anwit goshwami and sarbeswar rao public perception of organic farming

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

Page 12: Anwit goshwami and sarbeswar rao public perception of organic farming

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

Page 13: Anwit goshwami and sarbeswar rao public perception of organic farming

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

Page 14: Anwit goshwami and sarbeswar rao public perception of organic farming

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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