A STUDY ON CUSTOMER PERCEPTION OF ORGANIC AND INORGANIC PRODUCTS IN CITY OF CHENNAI
As the organic market continues to grow, interest in Chennai consumers purchasing organic food and consumption behavior have emerged as essential research topics. The aim of the present study was to obtain an in depth understanding of Chennai consumers purchasing and consumption behavior with regard to organic food products. Consumer behavior models were employed for comparison which best serve for the purpose: Rational Based Theory and Value based Theory. Based on the behavior and moral models constructs, different Men, Women's organic food consumer groups were profiled. In addition, with the increasing consumer demand for health, food safety, and nutrition, the relationship between individual's health consciousness and their organic food purchasing and consumption behavior was also examined.The participants in this study were a self selected sample of Men, Women living in Chennai. The study also determined that based on the constructs of the theoretical framework, individual's self perceived subjective knowledgehad a significant direct influence on consumer organic food purchasing and consumption behavior. Respondent's health consciousness was found to be significantly correlated with their organic food purchasing and consumption behavior.It is suggested that marketers of organic food products allocate their major efforts and resources in providing more organic food related information when targeting consumers, rather than seeking endorsements from celebrities, the media, or related advocate groups.