Impact of Marketing mix on consumer buying behavior in Organic Product

The demand for organic product has been growing essentially in India. Good health is very important in our life. Organic product is grown under a system of agriculture without the use of chemical fertilizers and pesticides with an environmentally and socially responsible approach. The interest for organic products has quickly expanded worldwide in recent years. This study tries to identify the impact of product, price, place and promotion factors on consumer buying patterns in organic product.

The objective of the study is to identify the factors and to identify the most influential variables under each factor. The questionnaires attempts to get the buying behaviour based on the choice of factors. It also caries questions like purchase frequency, price that the customer is willing to pay, etc. The set of questions captures 19 variables, 5 under product factors, 3 under price factors, 6 under place factors and 5 under promotion factors.

The study identifies the most important factor for consumer under product, price, place and promotion factors. Product factors are somewhat more important for the customer followed by quality, brand, health & environment safety and taste. Place factors are not much important to consumers compared to the product factors. Convenience is the most important factor under place. Price factors considered are high cost, reasonable price and for quality. The people accept the price is health for the sake of health. Consumers are expects that the product should be home delivered.

The study will be useful for the organic product stores in Chennai. Identification of the factors will help the store owners to tailor their marketing and manufacturing strategies to take advantage of these influences in a way that will satisfy both the consumers and marketers. They can formulate strategies and help develop the store and the farmers at large.