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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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Organic food is a term given to nourishment which is set up without utilizing any hurtful remote substances, for example, pesticides, additives and so on. Certification bodies and quality standards for setting up the organic products differ from nation to nation. A long time before, as there were not very many producers for organic foods, obtaining natural nourishment particularly in the urban regions were troublesome. Organic fruits and vegetables are presently accessible mostly everywhere in the urban India unlike before. The worldwide market for organic fruits and vegetables is around $26 billion and is evaluated to an increment to $102 billion by 2020 according to the Indian Competence Center for Organic Agriculture.

Local retail roads for organic produce have customarily been the organic product bazaar, fruits market and kirana stores, supermarkets with speciality sections for organic produce alongside an upmarket arrangement stores.

With changing demand and more consumer awareness about benefits of organic fruits and vegetables peripheral development is gradually getting to be distinctly obvious in the expansion of the market enabling both producers and retailers to provide greater offerings in the market, where before the development had been driven altogether by individual activities of the farmers, few entrepreneurs and NGOs.

Organic Fruits and Vegetables Consumption in India is Rising.

Although 50% of the organic fruits and vegetables production in India is targeted towards exports, many people also consider organic fruits and vegetables  for domestic consumption.

Major Fruits and Vegetables Produced in India through Organic Farming

Type

Product

Fruits

Mango, Banana, Pineapple, Passion Fruit, Sugarcane, Orange, Cashew, Nut, Walnut

Vegetables

Okra, Eggplant, Garlic, Tomato, Potato

Source: Org-Marg, 2002 (Field survey and the publication- Organic and Biodynamics farming Government of India, planning commission)

ACNielsen, a top market research and surveying firm, studied around 21,000 standard Internet users in 38 nations to discover their inclination for utilitarian sustenance – nourishments that have extra health benefits. The overview uncovered that India was among the main ten nations where wellbeing nourishment, including organic produce, was requested by the customers.

Organic produce utilization is expanding in India and this is clear from the way that numerous natural nourishment puts away prodding up in India. Starting at 2006, each grocery store had a natural nourishment store and each huge city in India has various organic stores with a selection of various organic fruits and vegetables. This is a colossal change considering that the first organic fruits and vegetables store in Mumbai was begun in 1997.

What do Indian organic buyers incline toward? The example of natural sustenance utilization in India is very different than in the created nations. In India, buyers favor natural preserves, natural strawberry, natural tea, natural nectar, natural cashew margarine and different natural flours. This is displayed in Table 1.

In today's scenario neither price and income nor the the green movement are the barriers to entry of these organically grown fruits and vegetables, Heavy marketing and advertising by big organizations have made the consumers more aware about organic products. This in turn has made consumers more conscious for organic products and hence in turn for organic fruits and vegetables. This is growing from one socio group to another with and creation a bigger demand for these products.

Consumer behaviour

Consumer behaviour comprises of thoughts, sentiments, encounters and activities of buyers with extra environmental components like advertisements, costs etc. Continuous changes in observations, perceptions, and the interactions of the consumer with different groups and the environment make it a dynamic process.Usually  stimulus based model is used to explain consumer behavior. (Armstrong and Kotler, 2007)

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