The developed countries are majorly focused on covering organic foods, whereas India is yet to concentrate on organic food products. On a whole many factors are influencing consumer buying behavior of organic food products. The main objective is to understand the influence of various factors on the consumer purchase behaviours of organic food products. The survey is conducted through a structured questionnaire collected from the consumers of organic food products in Chennai region. The sample size of the study is 385. Data collected is analyzed using SPSS. It was found that consumer perception greatly influence the consumer purchase decision. Also perception of these of millennial/other generation parents do not vary with respect to price, consumer loyalty and offers/ discount

Dr. Sreeya B

Ms. Snekha. M

English

Journal Of Advanced Zoology

Available online at: https://jazindia.com    309  Journal of Advanced Zoology ISSN: 0253-7214 Volume 44 Issue 05 Year 2023 Page 309:311   ___________________________________________________________________________________________________________________  Study on Factors Influencing Consumer Purchase Behaviour with Special Reference to Chennai  Ms. Snekha. M 1*, Dr. Sreeya B 2  1Research Scholar, Department of Management Studies, Saveetha School of Law, SIMATS,  Tamil Nadu, India 2Associate Professor, Department of Management Studies, Saveetha School of Law, SIMATS,  Tamil Nadu, India 1snekha094m@gmail.com, 2sreeya252@gmail.com  *Corresponding Author E-mail: snekha094m@gmail.com     Article History   Received: 26 March 2023 Revised: 12 July 2023 Accepted:29 July 2023       CC License CC-BY-NC-SA 4.0 Abstract  The developed countries are majorly focused on covering organic foods, whereas India is yet to concentrate on organic food products. On a whole many factors are influencing consumer buying behavior of organic food products. The main objective is to understand the influence of various factors on the consumer purchase behaviours of organic food products. The survey is conducted through a structured questionnaire collected from the consumers of organic food products in Chennai region. The sample size of the study is 385. Data collected is analyzed using SPSS. It was found that consumer perception greatly influence the consumer purchase decision. Also perception of these of millennial/other generation parents do not vary with respect to price, consumer loyalty and offers/ discount.  Keywords: Consumer buying behavior, Purchase behavior, organic foods, Green products, millenials.   1. INTRODUCTION  Organic food consumption is on the rise in developed countries, driven by a growing awareness of the need to protect our environment, given the increasing frequency of natural calamities. The impact of organic foods extends beyond personal health to environmental well-being. These foods are not only healthier and contain fewer preservatives but are also devoid of chemical hazards, making them a safer choice. Despite their pivotal role in human nutrition, the availability of organic foods remains limited. When we think of organic foods, our minds often go to fruits and vegetables, but the range of organic products available is much broader and often overlooked. In developing countries like India, organic foods are still in their infancy, primarily due to a lack of awareness and knowledge about these products.  Parents should take the initiative to educate themselves about organic food and its benefits, enabling them to pass on this knowledge to their children. While organic foods come in a variety of flavors and colors, the unique taste may not immediately appeal to younger generations. However, if millennial and other generational parents actively promote awareness about organic food and influence their children's eating habits, it can benefit all future generations. This study specifically focuses on the consumer purchase behavior focusing on parents.   Journal of Advanced Zoology  Available online at: https://jazindia.com    310  2. OBJECTIVES OF THE STUDY  • To identify various factors that will influence the purchase of organic food products. • To understand the influence of the parent’s generation  on the factors influencing purchase of organic food products.  3. LIMITATION OF STUDY  • As this survey is based on opinions, it is susceptible to the biases and preconceived notions of the participants. • The scope of the research is constrained to a specific geographical area. • The study is constrained by a limited time frame  4. REVIEW OF LITERATURE   Green P. E., & Rao, V. R (1972) The authors introduce perceptual mapping as a valuable tool for crafting successful positioning strategies, underscoring its significance in comprehending consumer perceptions and assessing competitors' positions in the market. This research delves into the formation of consumer product perceptions influenced by packaging and its consequential effect on purchase decisions. It underscores the enduring importance of packaging in shaping consumer perceptions and driving purchasing choices, a concept that remains highly relevant in today's dynamic marketing landscape. Aarker D. A (1996) Aaker's work emphasizes the strategic significance of brand positioning, showcasing how it differentiates brands in competitive markets and influences consumer perceptions. They highlighted the importance of consumer motivation, perception, and learning in the decision-making process. Aaker's emphasis on the long-term value of strong brands and the strategic thinking required for brand building has made the research for marketing professionals, business leaders, and academics. The researcher concluded, offering valuable insights and strategies for businesses looking to create and maintain strong and enduring brands in an ever-evolving marketplace. Kapferer J. N (2012) Author into the intricacies of brand positioning in the digital era, shedding light on the hurdles and potential advantages, with a strong emphasis on the necessity of upholding consistent brand messaging across both online and offline platforms. The researcher's concentration on the enduring value of brand equity and the shifting dynamics of brand governance in the digital epoch renders this work highly pertinent for today's marketing practitioners. Kapferer's stress on the emotional and experiential dimensions of branding resonates with the contemporary trend of customer-centric marketing.  5. METHODOLOGY  The survey is conducted through a structured questionnaire collected from the consumers of organic food products in Chennai region. The sample size of the study is 385. Data collected is analyzed using SPSS.  6. RESULTS AND DISCUSSION  Correlation is done to test the relationship between various factors & consumer purchase behaviour of organic food products. Variable 1 Variable 2 p-value Correlation Consumer Purchase Behavior and Factors Price 0.000 .765** Quality 0.000 .749** Brand Attribute 0.000 .724** Consumer Expectation 0.000 .695** Competitor Attribute 0.000 .634** Social Media 0.000 .721** Advertisement Promotional Offers 0.000 .739** Consumer Perception 0.000 .870** Consumer Loyalty 0.000 .816** Environmental Concern 0.000 .745** ** Correlation is significant at the 0.01 level Journal of Advanced Zoology  Available online at: https://jazindia.com    311  It can be seen from correlation results that, all factors significantly influence the consumer purchase decisions as p values is less than 0.01. From the correlation coefficient values, it is clear that consumer perception (0.870) greatly influence the consumer purchase decisions followed by consumer loyalty (0.816),price (0.765),  environmental concern (0.745) and quality (0.749).  Hypothesis: Perception towards various factors influencing organic food products purchase behaviour varies with millennial and other generation parents.   F value T stat value df Sig. (2-tailed) Null Hypothesis (H0) Price 0.327 0.677 383 0.499 Accepted Quality 11.117 2.050 383 0.041 Rejected Brand Attribute 8.078 1.173 383 0.005 Rejected Consumer Expectation 25.390 1.688 383 0.002 Rejected Competitor Attribute 22.039 1.059 383 0.000 Rejected Social Media 6.578 0.026 383 0.011 Rejected Advertisement Promotional Offers 0.226 0.741 383 0.459 Accepted Consumer Perception 6.937 0.970 383 0.009 Rejected Consumer Loyalty 22.804 0.979 383 0.328 Accepted Environmental Concern 13.363 3.230 383 0.001 Rejected  Inference  From the results of independent sample t -test sone, it can be seen that, p values for all factors (except for price, advertisement/promotional offers and consumer loyalty) is less than 0.05 and hence null hypothesis is rejected at 5% level of significance. So, perception towards various factors (except the listed factors), influencing organic food products purchase behaviour varies with millennial and other generation parents.  7. CONCLUSION   Heath consciousness of people are increasing in recent days and organic food products are gaining importance. The main objective is to understand the influence of various factors on the consumer purchase behaviours of organic food products. It was found that consumer perception (0.870) greatly influence the consumer purchase decision. Also perception of these of millennial/other generation parents do not vary with respect to price, consumer loyalty and offers/ discount.  It is advisable that government create more awareness camp and authorized tags to improve the usage of organic food products. Researcher suggest to improve the availability and promoting organic food products among Chennai.   References  1. Choi, S. M., Lee, W-N., & Kim, H-J. (2005). Lesson from rich and famous: A cross cultural comparison of celebrity endorsement in advertisement. Journal of Advertisement, 34(2), 85–98. Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203–213. 2. DeSarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Journal of Current Issues and Research in Advertising, 8(1), 17–52. 3. Friedman, H, H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research  4. Hanser, J.R., & Shugan S.M. (1983). Defensive Marketing Strategy. Marketing Science, 2. Kotler, P., & Armstrong, G. (2006).  5. Khan, M. 2006. Consumer Behaviour and Advertising Management. New Age International.    

Study on Factors Influencing Consumer Purchase Behaviour with Special Reference to Chennai

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Study on Factors Influencing Consumer Purchase Behaviour with Special Reference to Chennai

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