Awareness of Consumer towards Organic Fruit: An Analysis with Demographic Variables

Organic products have attracted Indian consumers in these days, as Food adulteration becomes the key issue which cause many health problems. Environment specialist has raised their voice regarding damaging effects of increasing use of chemicals fertilizers in cultivation of vegetables, fruits and other food products. Now consumers are getting aware and become very selective towards eatable products as it directly affect their health. The increasing awareness of consumer has caused rise in demand for organic products. The main aim of the study is to gain knowledge about consumer awareness and their perception towards organic fruit and how demographic variables relate to consumer decision-making concerning the purchase of organic fruit. In this research an experiment is conducted in order to find out consumer awareness towards organic fruit. The sample size of 599 was chosen and the questionnaire was administered to collect the primary data. Data is collected through the distribution of questionnaires and analysed in the research by using SPSS. The sampling technique used was snowball sampling method and the data testing technique which was used within the research includes Chi Square test and validity of test by Cramer’s V value. The results of the present study would be helpful to attract new customers in addition to retention of existing customers.