Marketing of Organic Food Products at Madurai City

Abstract

The organic farming sector in developing countries is still diminutive. However, the traditional practice of organic farming by the indigenous farmers is an advantage that would help India to become a global market leader in this sector. India has the potential to emerge as a major exporter of organic produce. Organic products mature without the use of fertilizers, artificial chemicals, and pesticides. The Indian organic food market, although in its nascent stage, has started growing rapidly. Generally, consumers prefer organic food due to safety, human health, and ecological concern. Sometimes it could also be due to attributes like nutrition value, taste, originality and look of organic food. Worldwide trade in organic products is growing incredibly which has prompted experts to project consumption of organic food to be more than 25% of total food consumption by 2020. Universal consumption growth rates over the next 3-5 years will be fairly high (25 – 30%) when compared to most other categories of food. In the last decade, organic food products have been measured to do a healthier business than conventional food products. Thus the expansion of organic agriculture is seen as a part of promising promotion trends. This research reveals the percentage consumption of organic food products and provides suggestions to implement the various marketing strategies adopted by the retailers to sell the products and other factors impacting the preference of the consumers in the various strata of the society.