The study was conducted to understand the customer awareness level, perception and buying behavior to wards organic fruits and vegetables (OFV) in Delhi National Capital Region (NCR). A stratified random sampling of 595 respondents on various parameters regarding OFV in the year 2012 was carried out and it was found that awareness coupled with purchasing power incline the consumers towards Organic fruit and vegetables consumption. Higher income groups displayed greater propensity to consume OFV, which was 70 percent in their income group. Consumers were having positive attitude and 47% of total respondents were willing to pay premium for organic. In contrast to conventional products, OFV were also perceived better in commodity factors like quality and freshness. Availability is one of the major concerns as OFV are primarily present in organized retail only, which itself has got less than 10 percent presence. Only 18 percent of buying takes place at organized retail where OFV is available in higher quantity. In long run, performance of OFV shall be significantly dependent on penetration of modern retail through various formats.
Organic fruit and vegetables, awareness, consumer, perception
