A Path of Customers’ Preference towards Organic Products

Abstract

Organic food is that food which is free from chemical fertilizers, herbicides, pesticides, antibiotics and genetically adapted Organisms. The research tries to understand the customers preference towards organic products in Trichy district. Sample size of the research was 50 organic users. Sampling technique as far as the sampling procedures are concerned, snowball sampling technique and path analysis were adopted. The analysis identified that there is influence of taste and chemical-free products on customers preference. It is identified that there is no influence of price on customers preference. It is also identified that there is influence of customers preference on customers satisfaction. Hence, it is concluded that the producers and marketers should guarantee that price of organic products is not needlessly high, as users replicate price conscious feelings towards the same. It is smooth extra necessary to manufactures of organic products in a stylish manner in organize to gather style approach of customers.