FACTORS INFLUENCING CUSTOMER’S PERCEPTION TOWARDS BUYING BEHAVIOUR OF ORGANIC FOOD PRODUCTS IN TUMAKURU DISTRICT

Abstract: Organic food advocates claim that organically grown foods are safer and more nutritious than foods raised through non organic methods such as pesticide and non-organic fertilizer use, or antibiotic and hormone use. Food preferences, choices and eating habits are notoriously hard to change as they are a central aspect of people’s lifestyles and their socio-cultural environment. The main objective of the study is to explore the factors influencing customer’s perception towards buying behaviour of organic food products in Tumakuru district. Cluster sampling was adopted for the purpose. Tumakuru district was chosen as major study area. This region was divided into 4 clusters being north, south, east, west. A total of 240 consumers having a habit of consuming organic food products as study population. The data has been collected through issuing structured questionnaire. Regression analysis was used as statistical tool. It is found that, Variables of consumer factors such as customers eating habits, preferences for organic food, consumer lifestyle, preference to locally produced food, seeking nutrition food, symbol of social status were used to predict buying behavior of customers towards organic food products in Tumakuru districts. Similarly, the variables of marketing factors such as organic food product price, availability of organic food products, quality of the organic food products, company’s ethical policies and product packaging were used to predict buying behavior of customers towards organic food products in Tumakuru districts.