A STUDY OF CONSUMER ATTITUDE TOWARDS ORGANIC PRODUCTS IN NASHIK CITY

Abstract

The paper analyzes various factors affecting consumer attitudes towards organic products. This study consists of both secondary and primary data. The primary data is collected with the help of the structured questionnaire. The total of 168 participants from various parts of Nashik city responded through the questionnaire. The results of the study show the higher concern of environmental consciousness, quality attributes of the organic products and the health benefits from the organic products while buying the organic food products. However, consumers are less concern with the price of the organic food products. The research results support the relationship between consumer attitudes and intention to buy the organic food products. The results pros that the marketers can effectively design the marketing strategies on focusing the factors like quality, health benefits and environment friendliness of products along with price at the smaller extent as the factors governing customer attitude.