THE CONSUMER BEHAVIOUR

Running head: CONSUMER BEHAVIOUR
Organic Food and Consumer behaviour
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CONSUMER BEHAVIOUR
Executive Summary:
The market for organic food production and distribution is constantly evolving. The increased
spread of awareness to eat healthy and stay fit among the new generation consumers are also
compelling brands to comply the maintenance of real standards in their food production and
distribution. Hence this report will specifically highlight on the rise of organic food products,
consumer’s perception regarding the same and how certain brands are engaging consumers
with their marketing messages and influencing them to choose organic.

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CONSUMER BEHAVIOUR
Table of Contents
Introduction:...................................................................................................................3
Discussion:.....................................................................................................................4
Consumers’ perception of organic food:....................................................................4
Marketers communicating their organic products to consumers...............................6
Analysing real world marketing campaigns of organic foods:..................................8
Overall Evaluation of Organic Valley’s marketing approach....................................9
Conclusion....................................................................................................................11
References:...................................................................................................................12

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CONSUMER BEHAVIOUR
Introduction:
The term organic food can no more be called as alien to the global consumers. This
generation consumers are informed and much more aware of the health benefits that
organically grown foods bring along, and hence the acceptance and demand for the same is
equally high (Hajli and Sims, 2015). Once known to be the fancy favoured item of uber-rich,
health conscious population has now found an immense response across the globe and that is
exactly the reason that organic food products are now made available in retain formats across
every supermarket around the globe. Hence this report will specifically highlight on the
reasons why organic food has become the staple choice of this generation consumers, their
perception regarding the same and how exactly the markets can become more equipped in
communicating their organic food products to the target consumers. The report will also
highlight on some of the existing marketing campaigns on organic food which have gained
immense popularity and will critically analyse their marketing approach, the message
propagated, the medium used and the appeal the marketers’ agave tried to create with the
campaigns and what are the room for improvements present for them.