Market Research on Effective Promotional Activities Preferred by Organic Food Consumers-A Case of Hyderabad City
2015
Nayak, D Naveen | Bharodia, C.R. | Kormla, Gyibo Seidu
With the increase in income and consumption level of consumers, food nutrition and food safety have captured increased attention, and the domestic market of organic food has experienced rapid development. As India is a heavily populated country with great potential in production and consumption, the development of its organic food market is likely to affect the global market of organic food. The study has analyzed the effective promotional activities that preferred by organic food consumers. The study has used garret's ranking techniq ue to derive the results of the objective. The data was collected through structured questionnaire at various organic food outlets. The research has empathetically disclosed the attitude and behaviour of organic food consumers which is directly influencing the organic food market. The identified preference of promotional activities can act as catalytic points for promoting the marketing action and which might give useful insight on the feasibility to strengthening the present trend.
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