Consumer Behaviour Analysis of Organic Food

The report focuses on analyzing consumers' behavior and perceptions towards organic food. It discusses the reasons why consumers prefer organic food and how marketing helps in communicating organic food products. The report also evaluates Organic Valley's campaign and provides recommendations for improvement.

Running head: CONSUMER BEHAVIOUR
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Consumer Behaviour
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Abstract
The report has focused on analysis of the consumers’ behavior in reflection to their
perspectives towards the organic food. The reasons why many consumers prefer organic food has
been evaluated in the report. The reasons why marketing helped in communication of the organic
food has been analyzed clearly in the report. The video in connection with the campaign for
organic food has been as well tacked and finally the discussion of the overall evaluations of the
parameters discussed in the report.
Table of Contents
Abstract 1
Introduction 2
Part A 3
1. What do we know about consumers’ perceptions of organic food? 3
2. How can marketing help to communicate organic food products to consumers? 4
Part B 6
3. Analyse Organic Valley’s campaign with regards to how they address (or not) the identified
consumer perceptions in their video marketing campaign. 6
4. What is your overall justified evaluation of their marketing approach? What do they do well
and how could they improve? 8
Conclusion 9
References 10

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Appendices 11
Introduction
Organic food products are basically processed from the organic substances. In organic
valley, the products such as milk are processed from the cow’s products. In return, the cows are
fed on organic food materials such a natural grass meaning the products are purely organic. The
report released by the market watch news last year 2018, is a good indicator that the buying
habits of the consumers on processed foods have been influenced by their health status,
environment and for the welfare of the animals as will be discussed in the report.
Part A.
1. What do we know about consumers’ perceptions of organic food?
The consumer perception towards organic food is growing at a very high rate based on
the fact that most of the consumers prefer organic processed foods. Most of the consumers do
believe that organic processed food is fit for their health and that is why they prefer buying
organic food than any other type of food.
Figure 1: Children preferences for organic food

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Source: https://www.organicvalley.coop/
Most of the consumers especially those with health problems and growing children
mostly prefer organic processed food for the safety of their health. Consumer’s perception is
based on organic food pricing and ability to buy. Organic foods are always regarded as being an
expensive option. Pricing still remains a bigger barrier for consumers in purchasing organic
foods. The existence of huge price gap margin between organic and conventional food makes
conventional food more preferred to the consumers due to its affordability in terms of price
(Aryal, et al., 2009 p.15). A certain percentage of consumers are also not aware of the benefits
and health impact of organic food, therefore, they do not see the need to spend more to purchase
organic food, hence resort to conventional food. The consumption of organic food is
predominantly by old individuals from households with tertiary education having a higher
income than those not willing to pay (Little, Maye and Ilbery, 2010 p.1797). There is a wide
premium difference between neighboring countries reflect poor market transparency.
In addition, the consumer’s perception of organic food is based on quality. Most
consumers have a positive attitude towards organic food when it comes to quality matters.
Consumers believe that organic food entails traditional quality aspects like freshness and taste in
it. Chemical constituents’ .nutritive values toxicological safety and mechanical properties make
it more appealing to the consumers (Cook, Reed and Twiner, 2009 p.151). There is an
association of organic food with the middle class due to its environmentally friendly nature.
Environmental attitude, variability in demographic and lifestyle determine consumer profile.
Consumers of organic food tend to be those of higher social class, educated and affluent.
2. How can marketing help to communicate organic food products to consumers?
Marketing acts as convincing factor for the customers on benefits associated with the
organic food in comparison with other inorganic types. Marketing help focuses on the
universalism of organic food is portrayed as environmentally friendly. For example, most
company advertisements base their products on low environmental impact, this in turn regarded

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as a corporate agenda attracting those people who identify themselves with environmentalism
and other associated lifestyles (Will, 2017 p. 2). Marketing helps in convincing the consumers
that organic food as an alternative to traditional food providers. It is clearly seen as not being
food only but also as a way of improving the health of a person and lifestyles. Marketing focuses
on education to consumers in regards to benefit organic food to their lives. Marketing help brings
out the organic as being of good quality through the emphasis of production in regard to animal
and environment care which reflects the consumer's perception on safety aspect and health which
is another aspect of food quality (PMA Research, 2018 p.56-98). To promote awareness of
organic food products with the target market, the marketing strategy will create a consistent
experience to lay the foundation for more sales and better relationships. It will first identify
various marketing communications then choose the marketing content. It will make the content
available through blogging and market automation. It will also advertise the products through
social media to capture the attention of their targets. It will discover why customers would make
the decision to buy from them. The marketing will identify potential limitations and campaign
goals to boost customer loyalty and awareness (Kearney, 2010 p.2793). It will also select a target
audience to focus on and increase their market potential. It will develop different communication
media to present ideas and favorably differentiate the organic food products company from
competitors. It will focus on the capabilities of the product to generate audience satisfaction (Su
and Cook, 2015 p.635-651).

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Figure 2: Marketing trip strategies
Source: https://www.organicvalley.coop/
In the market plan for organic food products needs to implement new product and
techniques development communication to the consumer’s needs and demand. It will give the
implementation process, risks assess and financial projects used to organic food products
campaign to all consumers. Marketing of organic food products will implement a strategy to
recover its market share for their products. It will diversify its product offerings to regain and
build customer loyalty. In the implementation plan, it will list its expected difficulties, monetary
values and other dockets to carry out the strategic plan (Kotler, 2011 p.132). It will expand its
distribution network to reach more customers and expand sells by making hassles free organic
food products to increase enjoyment in their customers. It will establish a change in the
organization. It identifies the resources required as personnel, money, and development of new
technologies. Beyond selling the organic food products it will develop smaller and less
expensive organic food products to reduce their weakness of high price which gives competitors
a competitive advantage (Ahmad and Juhdi, 2010 p.105). Organic food products companies have
not been using social media to sell its products but focused on launching events to promote sales.

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It uses social media such as Twitter and facebooks for customer care services to help their
product users who have concerns and share tips. Marketing is now developing a social media
strategy to achieve its goals of communicating their organic food products to the customers. It
aims at increasing its organic food products awareness through social media such as Facebook.
Part B
3. Analyse Organic Valley’s campaign with regards to how they address (or not) the
identified consumer perceptions in their video marketing campaign.
The video by Will Burns “Call us crazy but it is working” is basically on a
campaign of the organic valley food products. The campaign is so creative with so much brilliant
idea convincing the customers to develop an interest in their milk products. Organic valley’s
campaign addresses the quality of their products as the best. Following the facts presented in the
video, 62% of the organic valley milk is of higher omega-3 than non-organic milk
(Heraldkeeper, 2018 p. 45). 18% higher conjugated linoleum acid than non-organic milk. All this
is what contributes to their award-winning, delicious and nutritious milk making it the best. The
creamy texture of the milk and distinctive flavour makes it loved by many. The campaign
highlights the issue of environmentalism (Lee, and Yun, 2015 p.259). The campaign reveals that
organic valley is not driven by profit rather they are driven by principles which make them
produce high-quality organic food grown the right way so that they can change the way they treat
the land, animals, and bodies.

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Figure 3: Animals feeding on organic food
Source: https://www.organicvalley.coop/
4. What is your overall justified evaluation of their marketing approach? What do they do
well and how could they improve?
Organic Valley marketing creates popularity for Organic food products. The meeting strategy
massively sensitizes the organic products as one of the best in terms of quality, environmentally
friendly and low in terms of health risk. Organic valley does well on their marketing approach
especially the pictures they display as means of attracting the potential customers for their
organic products. For instant on the picture regarding the children consuming the nutritious milk
and cows feeding on organic pasture attract so many customers for their products. They can
improve this pictorial marketing approach by elaborating further what is contained in their
products. This can be illustrations of the nutrients content in the milk or any product they are
marketing. They can also improve it by including video clips on the advertisement page
elaborating the product more to the customers (Zepeda and Deal, 2009 p.697).

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Conclusion
A study carried out between organic and conventional food, it was found out that conventional
food have a higher concentration of nitrate content and the lower level was reported in organic
food. This is really driving most consumers to develop an interest in organic food. Moreover,
consumer’s perception of organic food is on the basis of the environment in which the food is
processed. Organic foods are generally being grown without the use of pesticides and the use of
synthetic fertilizers. The production methodology involved in the production is of low impact to
the environment as opposed to farming of conventional food.
References
Ahmad, S.N.B. and Juhdi, N., 2010. Organic food: A study on demographic characteristics and
factors influencing purchase intentions among consumers in Klang Valley, Malaysia.
International journal of business and management, 5(2), p.105.
Aryal, K.P., Chaudhary, P., Pandit, S. and Sharma, G., 2009. Consumers’ willingness to pay for
organic products: a case from Kathmandu valley. Journal of Agriculture and Environment, 10,
pp.15-26.
Cook, G., Reed, M. and Twiner, A., 2009. “But it's all true!”: commercialism and commitment in
the discourse of organic food promotion. Text & Talk-An Interdisciplinary Journal of Language,
Discourse Communication Studies, 29(2), pp.151-173.
Heraldkeeper, 2018. Organic Food & Beverages Market projected to Grow at CAGR of 14.8%
During 2018 to 2022. COMTEX, 43 (4), pp. 45-78.
Kearney, J., 2010. Food consumption trends and drivers. Philosophical transactions of the royal
society B: biological sciences, 365(1554), pp.2793-2807.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing, 75(4), pp.132-135.

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Lee, H.J. and Yun, Z.S., 2015. Consumers’ perceptions of organic food attributes and cognitive
and affective attitudes as determinants of their purchase intentions toward organic food. Food
quality and preference, 39, pp.259-267.
Little, R., Maye, D. and Ilbery, B., 2010. Collective purchase: moving local and organic foods
beyond the niche market. Environment and planning A, 42(8), pp.1797-1813.
PMA Research, 2018. What's Driving Continued Growth in Organic Produce? Produce
marketing association. Journal of Marketing,23(1) pp.56-98.
Su, Y. and Cook, M.L., 2015. Price Stability and Economic Sustainability–Achievable Goals? A
Case Study of Organic Valley. American Journal of Agricultural Economics, 97(2), pp.635-651.
Will, B., 2017. Organic Valley's New Ad Campaign Is As Wonderfully Organic As The Foods
They Produce. Journal of Agriculture and Environment, 12 (2), pp. 2-13.
Zepeda, L. and Deal, D., 2009. Organic and local food consumer behaviour: Alphabet theory.
International Journal of Consumer Studies, 33(6), pp.697-705.

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Appendices
Appendix 1: Children preferences for organic food

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Appendix 2: Marketing trip strategies

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Appendix 3: Animals feeding on organic food