Organic foods are minimally processed foods to maintain the integrity of the foods without artificial ingredients, preservatives or irradiation .
2.0 Organic food market in India.
The organic food market in latent stage in India It is not developed to its fullest because of the lack of marketing and distributing network. Retailers are typically not interested in selling bio inputs because their demand is low, supply is erratic and farmers are ignorant about bio inputs. High advertisement, public support and higher margin for retailers make the products costly as compared to conventional food .
The paper makes an attempt to identify the needs and wants of organic food buyers. Segment them into different target segments and design a marketing strategy to cater to each of these groups. .
3. 0 Analysis of Buyer behavior .
The buyer behavior was analyzed through the following sequential steps.
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3.1 Understanding the consumers .
3.1.1 The organic consumer market was studied and following were the findings .
Awareness about the presence of organic products is quite low. The major reason for use of organic products was attributed to health consciousness. Environmental reasons or concerns for the well being of the farmers were not stated and are likely to be of minor relevance to Indian consumers in general. The respondents who buy organic products do so with a purchase frequency of at least once a month. The purchase ratio of organic to conventional products is 1:10. The organic products currently being consumed are rice, wheat, flour, pulses, vegetable and fruits. Organic products cost about double the price of conventional products.
3.1. 2 The following motives for the food demand were identified .
Nutritional needs.
Every consumer has certain requirements for energy and nutrients such as fat, protein, carbohydrates/ minerals/ vitamins, etc. depending on his or her age, sex, weight, working conditions, temperament and the climate.