Review On Consumer Buying Behaviour and Its Influence On Emotional Values and Perceived Quality With Respect To Organic Food Products
Review On Consumer Buying Behaviour and Its Influence On Emotional Values and Perceived Quality With Respect To Organic Food Products
Review On Consumer Buying Behaviour and Its Influence On Emotional Values and Perceived Quality With Respect To Organic Food Products
IJECMRS18AG21 www.ijecmrs.com 81
International Journal of Economics, Commerce and Management Research Studies
Volume 1, Issue 1, August - 2018
quality of organic food and the price of making purchasing consumer purchasing behavior (Oluwoye, Chembez and
decisions (Dodds et al., 2014). Customer ethnocentrism is Herbert1 2017). Purchasing behavior is the decision-making
expected to focus on organic food as well as food safety, process and behavior of those who purchase and use the
human health and environmental issues Consumer product. Consumer buying behavior is defined as the study
preference. (Shafiea and Rennie, 2013) Perceived quality of purchasing units and exchange processes related to the
also provides value to consumers by providing reasons to acquisition, consumption and disposal of goods, services,
differentiate organic foods from competing brands. Research experiences and ideas.
results are in many areas such as distribution and marketing
for future research that can be directly or indirectly helping D. Ethical Values
to market development and expanding reach of organic food The ethical values focus on exploring the concept of
worldwide. Ranaa and Paul, (2017) Marketers need to mistrust of organic foods by consumers to support
understand the factors that affect the demand for organic information on organic food labels. Sweeney and Soutar,
food. They need to explore certain factors in attracting (2014) Ethical value is defined as the benefit derived from
consumers who do not buy organic food. Tsiaotso, (2012) the emotional or expressive state that a product generates.
proved that perceived quality can be used to predict Ethical value is an advantage that can be gained by
purchase intentions by demonstrating a direct positive experiencing something new or something different. Dodds
correlation between perceived quality and purchase et al. (2015) Presents an organic opinion on the positive
intentions. impact of moral values on purchasing intention. This
includes the ethical value consumers can get from a fun and
B. Consumer Emotional Value enjoyable experience. Bagozzi et al. (2013) Demonstrates
The relationship between consumers' feelings and that the ethical value associated with consumption is shaped
perceptions of organic foods related to primary health. by consumer considerations. Consumers who can trace the
Consumers are more likely to take a positive attitude toward origin of food at the point of purchase can put additional
green food when they are more interested in environmental pressure on the food industry. Dowd and Burke, (2013) the
issues and health consciousness (Ueasangkomsatea and ethical value of organic food products will not be perceived
Santiteeraku, 2014). Consumers' feelings about organic as being of low quality and that eco-friendly consumption
foods are diverse due to consumer creativity and the need will help enhance the quality of the environment. This
for creativity in organic foods. The positive relationship research focuses on the term "sustainable food", which is a
between the need for Indian consumers 'originality and the term that summarizes consumers who are interested in
consumers' feelings for organic food consumers has adopted purchasing authentic organic products and other ethical
the global brand as a means of communicating their identity, aspects of food selection. Investigate the moral factors of
which may be different from social systems. (Khattak and food purchasing. However, considering only the purchase of
Shah, 2012) The most common stimuli examined in this certified organic produce, part of the market will be
study are attitude, assessment, perception, preference, will excluded. Focuses on foods that have the same level of trust
and purchase behaviour. Thus, the impact on the two basic as buyers are connected to producers or food is grown in a
actors in total marketing systems, consumers and sustainable way.
practitioners is largely due to lack of sufficient theoretical
application and development from a macro marketing III. BACKGROUND OF THE STUDY
perspective (Howlett and Stokes, 2014).
Analysis of organic food products performance has
C. Buying Behavior been discussed and researched by research scholars in many
Consumer buying behavior of organic foods has been countries including India. A brief write up highlighting such
influenced by psychological factors such as perceptions, notable work which studies the Perceived Quality, Buying
attitudes and intent to purchase organic foods. The Behavior and Emotional Value of organic consumers and
emergence of organic foods has changed with traditional their impact on sustainability of organic foods are as
suppliers increasingly competing with new suppliers. follows: Customers are eager to buy health food. To explore
Traditional organic food stores are also included in potential organic foods, it is important to understand that
traditional Bangalore supermarkets and shopping malls, consumers are interested in food quality and food system
including Orion Mall, Gopalan Mall, UB city and Mantri issues. Check your consumer's knowledge of organic food
Mall. Consumer behavior can provide details about the evaluation. Consumers should therefore provide clear and
factors that actually affect organic food purchases Burress, reliable information about organic foods. Consumers think
and Eicher (2012). Marketers can help promote organic food they know more about their perceptions. Research has been
market efficiently and it emphasizes that health creates a proven by the basic value of purchasing decisions and the
good way of thinking about organic food consumption to situation in which decisions are made. Consider the positive
prevent disease. Harper and Macaroni, (2013) Consumer perception of organic food, how you can buy consumer
perceptions and understand organic food and buying opinions realistically, and how many non-buyers can reach
behavior. The buyer approached while shopping for food at you.
two retail chains. Marketers of organic foods need to be IV. CONCEPTUAL FRAMEWORK
innovative and dynamic to compete with the changing
purchasing behavior of the organic food market among large The following Figure 1 shows the development of
urban dwellers. However, the demand for organic products conceptual framework with the critical influencing factors
has improved the belief system for organic foods as well as such as Perceived Quality, Emotional Value and Buying
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International Journal of Economics, Commerce and Management Research Studies
Volume 1, Issue 1, August - 2018
Behavior used to develop the framework which will be startup sustainability has been developed. It was identified
tested and data analysis carried out in the following chapter that organic food products do not survive. Due to various
reasons hence this reason does helped to carry out through
literature survey and the gap has been identified on the
influence factors to the sustainability of organic food
products. Though there are number of researchers have
already carried out on sustainability of organic food
products, majority of the authors have identified with the
combination of different factors and variables for their
research. In this study the author has identified the different
factors which are all the critical influencing factors such as
Perceived Quality, Emotional Value, Buying behavior and
ethical values which will have significant impact on
consumer buying behavior with respect to organic food
products.
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International Journal of Economics, Commerce and Management Research Studies
Volume 1, Issue 1, August - 2018
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