CUSTOMER PERCEPTION TOWARDS ORGANIC PRODUCTS AND ITS ATTRIBUTES IN SOUTHERN DISTRICTS OF TAMIL NADU

Abstract

The term ‘organic’ has been widely used over the past decade due to its enormous need. Organic products of various kinds have started flooding the market owing to the health conscious attitude of the prospective customers. There has been a steady uptick in the production, marketing and consumption of organic products due to its growing popularity. Government measures supporting the organic farmers can also be attributed for its tremendous growth. Along with the traditional form of marketing, organic producers have now started to tap the online platforms, social media to reach a wider audience and that has also been helpful in the growth and expansion of the organic market. The far southern districts of Tamil Nadu have been growing steadily in terms of infrastructural development, employment generation due to the various development schemes of the Government. With gradual growth, their wants and desires too have changed and the present study has been set to explore the customer perception towards organic products and its attributed in the southern districts of Tamil Nadu. A sample of 640 respondents was contacted for the study based on purposive sampling. A well constructed questionnaire was administered among them soliciting the required data. The respondents were purposively selected from the far southern districts of Tamil Nadu namely: Tirunelveli, Tuticorin, Kanyakumari and Tenkasi.