A study about the perception of organic shop owners in Chennai City

Around the world the organic product market is growing. It has an enormous scope in exports of raw and processed organic food. There is very less use of chemicals for farming in India as compared to the developed nations. The growth strategy for organic farming in India should be two sided to make a great impact. The future development of organic sector in India depends on the balanced growth of domestic supply and demand. Consumers are keen to buy organic food, as they had become aware of the harms of chemical-laced conventional food production and the need to maintain their health. Increase in awareness has caused shifts in consumers’ tastes and preferences which have led to the domestic as well as global rise in demand for organic products. In India the market for organic products is very prospective. This study attempts to understand the problems faced by the organic products shop owners in India more specifically in Chennai city. The underlying principle of this study is to understand the motivators behind the purchase decision made by the customers. This study is mainly conducted in Chennai city. The information for the study is been collected through telephonic survey among 50 organic product shop owners around the city. From the study we understand that main motivator for the customers to buy organic products is their health consciousness and the main problems faced by the shop owners are high price, irregular supply and short shelf life. To face these challenges Government should aid more basic and infrastructural facilities to the farmers and create an umbrella brand for better positioning strategy.