| Pub. Date | : Nov, 2023 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM081123 |
| Author Name | : Apurva Laximan Haldankar and Filipe Rodrigues E Melo |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 18 |
The objective of the study is to segment the consumers of organic products based on two constructs, viz., concern for the environment and buying behavior. Data was collected through an electronic survey of 110 customers of organic products in the state of Goa, India. Descriptive analysis and cluster analysis were employed, in SPSS 26, to analyze the data and segment the consumers. The results reveal three chief clusters of consumers of organic products based on the select constructs. Besides, the preferred mode of purchase of organic products and motives for purchase of organic products are also highlighted. The factors and their influence on the different segments of consumers identified in this study provide significant implications for individual learners, marketers, researchers and other stakeholders with regard to using and marketing of organic products.
Organic agriculture is practiced in 191 countries and organically managed by not less than 3.7 million farmers on 76.4 million ha of agricultural land (Willer et al., 2023).). In 2019, sales of organic drink and food surpassed €106 bn globally (Travnik et al., 2021). The Associated Chambers of Commerce and Industry of India (ASSOCHAM) has highlighted how India is emerging as a crucial actor in the global organic arena with exports of over 300 different organic products to over 20 countries.