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    Research Proposal

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    Ankit Shrestha
    This document provides an introduction and proposal for a research study on consumer perception and purchasing behavior towards organic products in Kathmandu Valley. The study aims to identify the major factors influencing consumers' decisions to purchase organic products and develop marketing strategies. It will use a survey questionnaire distributed through convenience sampling of residents in Kathmandu Valley. The study design is explanatory research using quantitative analysis of the survey data to objectively determine consumer perceptions and buying behaviors related to organic products.

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    Research Proposal

    Uploaded by

    Ankit Shrestha
    14 views3 pages
    This document provides an introduction and proposal for a research study on consumer perception and purchasing behavior towards organic products in Kathmandu Valley. The study aims to identify the major factors influencing consumers' decisions to purchase organic products and develop marketing strategies. It will use a survey questionnaire distributed through convenience sampling of residents in Kathmandu Valley. The study design is explanatory research using quantitative analysis of the survey data to objectively determine consumer perceptions and buying behaviors related to organic products.

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    This document provides an introduction and proposal for a research study on consumer perception and purchasing behavior towards organic products in Kathmandu Valley. The study aims to identify the major factors influencing consumers' decisions to purchase organic products and develop marketing strategies. It will use a survey questionnaire distributed through convenience sampling of residents in Kathmandu Valley. The study design is explanatory research using quantitative analysis of the survey data to objectively determine consumer perceptions and buying behaviors related to organic products.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    14 views3 pages

    Research Proposal

    Uploaded by

    Ankit Shrestha
    This document provides an introduction and proposal for a research study on consumer perception and purchasing behavior towards organic products in Kathmandu Valley. The study aims to identify the major factors influencing consumers' decisions to purchase organic products and develop marketing strategies. It will use a survey questionnaire distributed through convenience sampling of residents in Kathmandu Valley. The study design is explanatory research using quantitative analysis of the survey data to objectively determine consumer perceptions and buying behaviors related to organic products.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Consumer Perception and Purchasing Behavior towards

    Organic Products in Kathmandu Valley

    A Research Proposal for Summer Project

    Submitted by:

    Priya Shrestha

    College Roll No. 14

    T.U Registration Number 7-2-410-189-2018

    Submitted To:

    The Faculty of Management

    Prime College

    Khusibu, Kathmandu

    In partial fulfillment of the requirements for the degree of

    Bachelor of Business Administration

    Kathmandu, Nepal

    Aug, 2022
    INTRODUCTION

    1.1 Background of the study

    Chemical contamination of the environment and food has become a major problem around the
    world. Food and Agriculture Organization (FAO) proposed “The World Food Summit Plan of
    Action (1999)” in recognition with the importance of developing alternative sustainable
    agriculture such as organic farming. Organic farming is a holistic farming method that includes
    technical (soil, agronomy, and weed and pest management), economic (input, production, and
    marketing), and human health considerations (Doppler, et al., 2009). And according to data of
    2011 of Organic Trade Association, market of organic food has grown continuously over the last
    few decades, which represents a multi-billion industry.

    The future of organics is dependent on the motivation of end users, but in comparison to other
    countries, little is known about organic food consumers' attitudes, motives, and values that drive
    their decision-making process. Therefore, it is critical to investigate the fundamental factors that
    may affect consumer preferences and purchasing behavior for organic products and develop
    marketing strategies to support rapid growth and development of the organic market in
    developing countries like ours.

    1.2 Statement of the problem

    This study determines various influencing factors which encourages people to purchase organic
    products. The problem towards which this study is directed is the identification of growing trend
    of using organic products and determine the consumer perception in making decision for
    purchasing organic products inside Kathmandu valley.

    Is price only the factor or there are many other factors which are affecting the consumer’s
    willingness to purchase the organic food?

    Can we say health conscious is only the reason for purchasing the organic foods?

    Even though highly advanced mechanisms and mediums are being developed to share
    information, why do marketers lack effective marketing activities and labeling activities for
    organic products despite they are better for the individual, society and community as a whole?
    1.3 Objectives of study

     To study the consumer perception and purchase behavior of organic Products for
    suggesting marketing strategies in Kathmandu Valley.
     To identify the major factors influencing the consumers purchasing decision of organic
    products in the Kathmandu Valley.

    1.4 Research Methodology

    1.4.1 Research design

    Since this analysis consists of surveys and fact-finding inquiries relevant to customer
    understanding and buying behavior against organic products, it employs an explanatory research
    methodology based on the study's own predetermined objectives. It focuses on the numerical
    analysis of data obtained from the questionnaire, which is presented objectively.

    1.4.2 Population of study

    The unit of analysis and the target population for this study will be ordinary people living in
    various parts of Kathmandu Valley.

    1.4.3 Sampling Technique

    Since convenience sampling is simple and easily available, this research uses non-probability,
    convenience sampling method as this method is suitable for online and offline population.

    1.4.4 Data collection technique

    The data will be collected from primary sources through a valid and reliable questionnaire as this
    method is more simple, effective and convenient. The sampling procedure that will be followed in this
    study is through online platform which is Google form as this procedure is helpful to collect huge
    numbers of data

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