Consumer Behaviour Analysis of Organic Food

Running head: CONSUMER BEHAVIOUR
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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