THE IMPACT OF COVID 19 PANDEMIC ON INDIAN ORGANIC FOODS INDUSTRY AND BUYING BEHAVIOUR OF ORGANIC FOODS CONSUMERS: GEOGRAPHICALLY IN BHUBANESWAR CITY, ODISHA.


Dixita Barai, Dr. Jayashree Jethy
M.Com Student, Dept of Commerce,, Rama Devi Womens University, Bhubaneswar, Odisha,India
Abstract
The Organic food industry has high market potentials and in few areas, the company has to focus i.e. Awareness, Pricing, and Availability. All these affect the consumers behavior. And with time the preference of the consumer changes therefore, this study is conducted to find the current scenario of consumers’ behavior toward organic foods especially during this Covid 19 pandemic in Bhubaneswar City. This study will find the Awareness Level in the consumers of the Bhubaneswar City towards organic foods and Relationship between Awareness and Purchasing decision. This study will also help to know whether there is an increase in the willingness of organic foods due to Covid 19 and impact of it on the purchase decision. And association of willingness with demographic factors through Chi-square. With the Rating Scale the motivators and barriers are found for Organic foods. All these analyses are done through 200 Non-probability samples.
Keywords: Organic foods, Bhubaneswar City, Consumers behavior, Covid 19, Awareness, Willingness to Purchase
Journal Name :
EPRA International Journal of Economics, Business and Management Studies (EBMS)

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Published on : 2022-08-03

Vol : 9
Issue : 8
Month : August
Year : 2022
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