Research and Development Assignment (pdf)

APPLIED RESEARCH
AND DEVELOPMENT

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
PART 2 LITERATURE REVIEW..................................................................................................5
PART 3 : METHODOLOGY ........................................................................................................8
Research methods........................................................................................................................8
PART 4: DATA ANALYSIS .......................................................................................................10
PART 5 Implication of study.........................................................................................................18
REFERENCES .............................................................................................................................21

Topic- To investigate the attitude and preferences of mother's towards organic food for their
children: A study on “Farmer Deli”.
CHAPTER 1: INTRODUCTION
Marketing defined as the action or business of promoting and selling product and service.
However, this is process that defined as activities, set of institutions, exchange offerings and
have value for customer, clients and societies at large (Baudry and et.al., 2018). Organic
agricultures offers opportunities for trade to the farmers in different developing and developed
countries. Therefore, it is expected that market of organic food may be grow on a sudden rate.
Additionally, organic market expansion makes this achievable to reap the advantages of trade
with comparatively more price premiums. In present scenario, the most of the environmental
challenges that are being faced by the humanity are related to unsustainable consumption
lifestyles and patterns .
The present report is based on undertaking research study to investigate the attitude and
preferences of mother's towards organic food for their children. For this, chosen enterprise is
Farmer Deli.
Furthermore, assignment will be framing aim and objectives on the base of chosen topic.
Therefore, research methodologies will be defined to select appropriate methods to conduct
research study. Lastly, assignment will provide effective measures to improve the quality of
organic food commodities by analysing requirements of market.
Aim:
To investigate the attitude and preferences of mother's towards organic food for their
children: A study on “Farmer Deli”.
Objectives-
 To identify trend towards the usage of organic food product
 To evaluate how change in perception of mother impact on marketing of organic food.
 To assessing the significance of factors as labelling, certification process and food
mileage in organic food market.
 To recommend ways for improving the quality of organic food commodities according to
international market requirements.
Research Questions:

 What are the trends towards usage of organic food commodities.
 How change in perception of mother impact on marketing of organic food.
 What is the importance of factors as labelling, process of certification and mileage of
food in organic food market.
Company overview:
The present report is based on enterprise as Farmer Deli that is an online platform for
producer of traceable, certified organic food and products from Malta. This is an enterprise that
is based on organic food market and this firm is taking initiatives to provide quality commodities
to customers (Tang and et.al., 2018).
Additionally, this is an enterprise that deals in Breakfast & Sandwiches served from deli
counter plus several aisles of grocery & sundries.
Rationale:
Organic food products is farming system which are being used for avoiding man-made
fertilisers, growth regulators and livestock feed activities. Additionally, organic farming tends to
improve quality of soil and the conservation of groundwater. Thus, most commonly purchased
organic commodities are as fruits, dairy products, vegetables and meat (Apaolaza, Hartmann and
López, 2018).
Thus, research report will help the researcher to know about natural variation in food
handling and production. However, researcher will collect the depth emphasise on usage of
resources that are renewable and conversion of water and soil to raise environment quality for
future generation. With help of collecting this research, the depth insights towards investigating
the attitude and preferences of mother's attitude towards organic food for their children can be
identified.
Scope:
The present research emphasizes on topic for investigating the attitude and preferences of
mother's towards organic food for their children. This report will help to determine the
importance of organic marketing activities towards to grow their business activities in coming
years. Therefore, this report will help to determine the importance of organic food products on
the health of customers.

The food mileage, price and process of certification are all significant components that
contribute significantly to consumer consumption decision of products. The major aim of this
research study is identifying the trend of products that are organic within marketplace.
PART 2 LITERATURE REVIEW
Literature review-
Literature review is term that will provide academic knowledge on topic. Therefore, this
is defined as descriptive, analytic summary to research report. Thus, literature review of this
research report has been conducted in below contexted mode as-
Theme 1: Identification of trend towards the usage of organic food product.
According to Basha and et.al., (2015), The organic market is move towards the niche market
within the agriculture industry. In present scenario, the most of the customers are health
conscious so they start to have use of organic food product. As per the view of O’Mahony and
Lobo (2017), stated that organic food production strictly avoid the use of synthetic chemicals.
Henceforth, trends towards organic food production assist into conserve biodiversity. In contrary
to Huang and et.al., (2017), stated that the to increase the sustainability and efficiency of organic
farming can aids to stabilize yields on marginal soils. Organic foods involve fruits and
vegetables, nuts and seeds, dairy products and eggs, grains, legumes, livestock feed, meats and
poultry and many such aspects which are being developed naturally and are organic in nature.
As per Vittersø and Tangeland (2015), Organic food has taken popularity because of
awareness of the public about the important regarding utilization of organic food. It is the main
benefit for the consumption of organic food is no involvement of chemicals, and it only involves
usage of natural pesticides with insecticides. These food products majorly grown under a natural
scheme of agriculture by preventing use of synthetic fertilisers or they are even processed
products that are made from raw materials which are produced organically.
According to Bryła (2016), a sudden increase in disease has lead to ingestion of organic food
by the people. A sudden change in thinking of people is being seen in a recent period. With the
increase in number of disease consumption of organic food has also increased. Organic foods
doesn't contain growth hormones or antibiotic residues which results in more consumption of
organic food. Animals are being feed with growth hormones and antibiotics which are directly
passed into animal foods like meat, poultry, eggs, fish and diary products.

As per the view of Brantsæter and et.al., (2017), Another reason for consumption of organic
food is its nature of being fat free. Most of the organic products eliminates carbohydrates and
fats which promotes its use in the public. In a recent period, there is a trend started by the people
for being fit. Those people joins gyms, follow diet schedules and practices health practices for
becoming conscious towards their health. This attitude of public has raised the consumption of
organic food in the society.
Theme 2: Evaluate how change in perception of mother impact on marketing of organic
food.
According to Ottman (2017), diseases are more easily communicated to children as
compared to adults. Mothers are always conscious regarding the health of their children. With
the increase in number of diseases, mothers have started using organic products for the purpose
of consumption of their children. As the utilization of organic products prevents communication
of diseases, usage of this type of food has increased. Kids, infants and children are particularly
vulnerable to the chemicals, as their immune system is at a developing stage where consumption
of non organic food can result in communication of various diseases which can prevent the
growth of their immune system.
As per the view of Xie and et.al., (2015), organic food marketing is highly depends upon the
change in perception of mothers which can help in determining the methods of marketing
organic products. If the mothers are more concerned with the health of their children, they will
significantly provide their children organic products to consume more and preventing use of non
organic products. This can help in marketing of organic goods by classifying the customers by
the perception of mothers for keeping their kids more healthy.
According to Kim (2019), increase the uses of organic items and products by the mothers has
played a roles in marketing of organic products by categorising the customer base for
consumption of organic food. Majority of children are suffering from food poisoning which
results in unhealthiness in children, this has significantly developed the consumption of organic
food by mothers and using these foods for preparing health conscious fast food for their children
in order to prevent consumption of any unhealthy food products.
As per Halkier (2016), A study reveals that mothers organic food attributes which is in turn
influences their hedonic attitudes as well as intentions in order to purchase organic food for their
children. Marketing of organic products are majorly done in child care units and hospitals which

helps to target the mothers whose children are to be provided with the use of organic products.
This helps the marketing teams in segmenting the customers by targetting them through a
specific area where the need of organic products generates.
Theme 3: Assess the significance of factors as labelling, certification process and food
mileage in organic food market.
According to Liang (2016), consumers are always seeking a diverse range of information in
order to reassure themselves, their decision of purchase may live up for their personal
expectations. Product labels play a major role in providing the manufacturers strategic choices
with the operation regulatory and information policies. Labels provide the information that being
required by the consumers in order to determine that the products that are being purchased by
them are effective for them. Additionally, product labels adds values to the raw material that is
being used for the manufacturing of the products, which may lead to higher consumption of
products and increasing the profit margins.
As per the view of Messer, Costanigro and Kaiser (2017), product labels are vital for the
consumer, as they provide a information sources which are related to nutrition, health, safety,
quality certification, responsibility towards the environment, and methods of production, these
methods helps the customers to analyse that the product is significant for their consumption or
not. As per the view of Reganold and Wachter (2016), significance of labelling, certification and
food mileage increases in the case of selling organic products. The consumers who are looking
for some organic food, always seek for the information on the labels of organic ingredients
which makes them more specific in order to identify the type of organic product they wish to
consume.
Certification process on the label is being performed for the purpose of promising and
guaranteeing the quality of the products authenticity, and proper agriculture practice and
producer protection. Special designs and pictures attracts the consumers by their organic nature.
These designs increases use of organic products by labelling attractive pictures which motivates
consumers to purchase as well as consume organic products in order to become more fit.
According to Leach and et.al., (2016), consumers who are seeking for organic products are
always known with the labels which are being available all the time on these kinds of products.
This makes more convenient for them to identify the type of product they want. Organic product
making procedures are very hygienic, in order to attract more number of consumers for the

consumption of organic products, company can use labelling of production method which can
attract maximum number of customers to consume these products as it increases the
understanding if significance of using organic products.
PART 3 : METHODOLOGY
Research methods
Research methods is basically the techniques which are utilised for performing the
investigation in systematic manner. It can also be referred to as document which consist of detail
about the way study on specific subject will be executed.
Research type: It includes the decisions related to the type of research which is to be
conducted. The two basic type of research which are generally performed by researcher are
qualitative as well as quantitative. Qualitative studies includes the collections of all facts related
to the topic. On the other hand, quantitative research involves accumulation of numerical data
about the topic. Investigator will perform qualitative research (Asif, Nasiri and Ayyub, 2018).
Opting the appropriate type of research is fully based on the nature of the research. Reason for
selecting to execute qualitative research is that it enables researcher to gather huge amount of
facts and provides them an ease in developing the understanding about the problem.
Research approach : This is the framework which is consists of assumptions about
methodology that can be applied for performing the investigation. Research approach are of two
types these are inductive and deductive. Investigator will apply the inductive research approach.
Reason because of which the inductive research approach will be applied is that it allows
investigator to design new concept by suing the data collected.
Research philosophy : This is determined as techniques with help of which data is being
gathered, analysed and used. It encompasses the number of philosophies to research approach.
Additionally, research approach ca n be classified as positivism and interpretive. In order to
carry out this research study, interpretive approach is being used by the researcher to determine
the elements of study.
Research design : This can be determined as a set of methods and procedures that assist to
collect and evaluate the measures of variables that are being specified in problems research.
Thus, research study aids to guide collection and analysis of data. Thus, can be categories into

categories as descriptive, experimental, survey, correlation and semi experimental. In order to
carry out the current research study descriptive technique is being used by the researcher to
investigate the attitude and preferences of mother's towards organic food for their children.
Sampling: It is a process which can be determined as statistical analysis in which number of
observation that are predetermined are taken from larger population. Additionally, the types of
sampling as are stratified, cluster, multistage and systematic random sampling. This is termed out
as smaller set of data that is chosen and selected from larger population.
In order to investigate the attitude and preferences of mother's towards organic food for
their children, simple random techniques is being used by the researcher with help of non
probabilistic method. Thus, sample size to proposed research has taken as 20 respondents as
customers.
Data collection: This is defined as a process for collection and measurement of the information
on variables of interest in systematic mode (Lee, Chang and Chen, 2018). Therefore, this helps
the researcher in answering the stated questions, test hypothesis and evaluate outcomes.
Henceforth, data collection are categorised into method as primary and secondary method. On
the other hand, secondary information can be collected with help of books, online articles and
journals.
In order to carry out present research study, researcher has used primary approach with
help of undertaking questionnaire survey.
Data analysis: Data analysis can be referred as a process of inspecting, cleansing, transforming
and modelling data so that useful information to research can be gathered. In this, research will
use thematic analysis and tabular presentation will be given so that research study can be
conducted in proper manner.
Ethical issues : This is defined as crucial components of modern research. Researcher should
disclose the any information relate with research with help of obtaining informed consent.
However, this is crucial to protect anonymity and confidentiality to research study.

PART 4: DATA ANALYSIS
Questionnaire
1. Do you think organic food are healthy for promoting better health to children?
 Yes
 No
 May be
2. Is mother's perception towards organic commodities are positive because farming of
commodities involves no use of pesticides.
 Yes
 No
 May be
3. Does organic farming reduce pollution, conserve water and reduce oil erosion.
 Yes
 No
 May be
4. Does organic commodities aids to protect the body against ageing, cancer and
cardiovascular disease.
 Yes
 No
 May be
5. Do you think certification process of organic commodities aids to ensure about the
quality of products.
 Yes
 No
 May be
6. Does demand of organic food commodities are increasing due to health eating patten
and change in perception of customers?
 Yes
 No

 May be
Data analysis
Theme 1: Organic food commodities are healthy.
Do you think organic food are
healthy? Frequency %
Yes 15 75.00%
No 3 15.00%
May be 2 10.00%
Total 20 100.00%
Yes No May be
0
2
4
6
8
10
12
14
16 15
3
2
Frequency

Interpretation- From the above graph it had been can be interpreted that organic food
commodities are healthy as compare to non organic. This commodities has lots of natural
ingredients that can be good source to health of individuals. Additionally, the total number
responded are 20, out of them, 15 with the option yes and remaining are not sure.
Theme 2: Organic commodities are positive as this commodity involve no use of pesticides.
Is mother's perception towards
organic commodities are
positive because farming of
commodities involves no use of
pesticides. Frequency %
Yes 16 80.00%
No 2 10.00%
May be 2 10.00%
Total 20 100.00%
Yes
No
May be
0 2 4 6 8 10 12 14 16 18
16
2
2
Frequency

Interpretation – The above graph it had be concluded that mother perception towards organic
commodities are positive as this has no use of pesticides. Therefore, 20 responded are total from
this 16 said yes and remaining are not sure of the sane.
Theme 3: Organic commodities protect the body against ageing, cancer and cardiovascular
disease.
Does organic commodities aids
to protect the body against
ageing, cancer and
cardiovascular disease. Frequency %
Yes 14 70.00%
No 5 25.00%
May be 1 5.00%
Total 20 100.00%

Interpretation- As per the above stated graph it can be stated that organic commodities protects
the body from the number of disease. It had been concluded that the out of 20 members 14 with
yes option and remaining with no.
Theme 4: The certification process of organic commodities ensures about quality of products.
Do you think certification
process of organic commodities
aids to ensure about the quality
of products. Frequency %
Yes 16 80.00%
No 3 15.00%
May be 1 5.00%
Total 20 100.00%
14
5
1
Yes
No
May be

Interpretation
As per above graph, it had been stated that the certification process of organic
commodities about the quality of food and product is very important. The total number of
responded are 20, 16 said that the certification process is important because it helps to ensure
about quality of food in proper manner. On the other side, remaining participants said no or may
be.
Theme 5: Organic farming practices reduce pollution, conserve water and reduce oil erosion.
Does organic farming practices
reduce pollution, conserve
water and reduce oil erosion. Frequency %
Yes 18 90.00%
No 1 5.00%
Yes No May be
0
2
4
6
8
10
12
14
16
18
16
3
1
Frequency

May be 1 5.00%
Total 20 100.00%
Interpretation
The above discussion will show a organic framing practices reduce pollution, conserve
water and reduce oil erosion which is beneficial for peoples. The majority is with the option yes,
in the 20 participants, 18 said yes it is help to reducing those and remaining said No it is reduced
pollution.
Theme 6: Organic food products are increasing due to healthy eating pattern and change in
perception of customers.
Yes
No
May be
0 2 4 6 8 10 12 14 16 18 20
18
1
1
Frequency

Is demand of organic food
commodities are increasing due
to healthy eating patten and
change in perception of
customers? Frequency %
Yes 17 85.00%
No 2 10.00%
May be 1 5.00%
Total 20 100.00%
Interpretation-
Yes No May be
0
2
4
6
8
10
12
14
16
18 17
2
1
Frequency

As per the above graph, the organic food products are increasing due to healthy eating
system and pattern to change in perception of customers. As per the discussion here is included
that the total 20 responded members, 17 said yes. It is increase demand of organic food.

Analysis of data
The present research is based on the investigate of attitude and preferences of mother's
towards organic food for their children. Therefore, there are various of research methodologies
had been selected. For that, here I used interpretive philosophy as this aids to interpret the
elements of study of proposed research. On other side, I used inductive approach to generalise
the observation to study.
Additionally, here I use qualitative analysis of research study as this aids to conduct the
analysis on research study with help of questionnaire survey. This aids to gain depth insight
about the research study. However, I have used primary and secondary analysis to have reliable
and realistic data collection. This both technique has helped me to collect primary and secondary
information to topic of research. Lastly, I have used thematic analysis so that whole study can be
collected with use of tabular presentation and this can aids to provide detailed insights about the
research study.
In order to gather research study, I have use positivism philosophy as this could assist me
to collect information that based on natural phenomena and their properties. On the other hand, I
could have use quantitative analysis by adopting SPSS technique. This could be beneficial to me
collect realistic and authentic information with proper statistical data.
PART 5 Implication of study.
What are the possible issues face by researcher.
A research issues and problem is the statement about an area of concerns and condition to
be improved, eliminating problems by meaningful understanding and investigation. The possible
issues which will face by researcher are as follows:
 Choosing the right topic: Selecting topic for research will be the problem which is face
by researcher because lack of time and sources. Wrong selection of topic will create
problem for research because through, this researcher not able to collect correct
information about topic and its outcome will also wrong.
 Population specification: Population specification error occurs when researcher will not
able to understand who they should survey (Denkova and et.al., 2017). This will be tricky
because there are multiple people who might consumer the product, but only one who

purchases it, or they will miss the proper segment looking to purchases in the future. This
stage is very important part of researcher in proper research.
 Sampling and sample issue: Survey sampling and sample formation error will occur when
the wrong subpopulation will use to select a sample or variation in number or
representativeness of sample. Sampling is problem which will faced by researcher in
research on particular topic. Most the time participants are not response to researcher, and
they not give answer of question which are related to topic. This will be the issues which
will face by researcher in future study.
 Selection: Selection error is created in sampling error for a sample select by non
probability method. This will creates the problem for researcher because lack of proper
knowledge and information. Selection of topic and participants will be based on research
topic and as it requirement.
 Lack of information will also the problem which will face by researcher in research. At
the time of research, researcher will require a high and proper information for completing
study in proper manner (Verain, Sijtsema and Antonides, 2016). But, most of the time
information are collected by researcher which are not related to topic. This will be impact
to result of research in negative manner.
Those are issues which will face by researcher at the time of research. This will create problems
like collecting data, negative impact on outcome of research.
Evaluate the findings impact to stakeholders.
This will plays an effective and important role in screening new treatment as well as
making sure that the use existing treatment in the best possible manner. This will find the answer
to things that are unknown, filling the gap with knowledge as well as changing the way for
profession. The research findings will be impact on stakeholders in the future. These findings
will help to stakeholders who are related to this filed. This will helps to other researcher for
collecting data related to organic foods study. This will helpful because it provides specific and
complete data for research (Nuttavuthisit and Thøgersen, 2017). On the other side, this study will
help to mother for collecting information as well as develop awareness about organic foods.
Through this, mother will get the proper list of food product which is best and organic for their
baby. Mother will get the higher level of nutrients plan for their baby and also can improve
health of baby. This study will help to confirm about proper diet plan.

REFERENCES
Book & Journal
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Basha, M. B. and et.al., 2015. Consumers attitude towards organic food. Procedia Economics
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Baudry, J and et.al., 2018. Association of frequency of organic food consumption with cancer
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Brantsæter, A. L. and et.al., 2017. Organic food in the diet: exposure and health
implications. Annual review of public health. 38. pp.295-313.
Bryła, P., 2016. Organic food consumption in Poland: Motives and barriers. Appetite. 105.
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Denkova, N. and et.al., 2017. Mechanical Preparation of Samples For Profilometric Erosion
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Messer, K. D., Costanigro, M. and Kaiser, H. M., 2017. Labeling food processes: the good, the
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O’Mahony, B. and Lobo, A., 2017. The organic industry in Australia: Current and future
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Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
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