Consumer Perceptions of Organic Food and Organic Valley's Marketing Campaign

Consumer perceptions of
organic food and Organic
Valleys marketing campaign

Table of Contents
INTRODUCTION.................................................................................................................................3
Task A...................................................................................................................................................3
1. Consumer perception of organic food............................................................................................3
2. Role of marketing in communicating organic food to consumers..................................................4
Task B...................................................................................................................................................6
3. Analysis of Organic Valley Campaign about addressing consumer perceptions............................6
4. Justification of marketing approach of company...........................................................................7
CONCLUSION.....................................................................................................................................8
REFERENCES......................................................................................................................................9

INTRODUCTION
Consumer perception is defined as how consumer approaches company products in
the target market. Marketing is a process that enables companies to convey about the
products significance to target customers. This report is based on the case study of Organic
Valley Company. Henceforth, report will analyse about the consumer perception towards
organic food. Impacts of marketing in communicating about organic food to potential
customers will also assess in this report. Furthermore, reports will also analysis about organic
valley’s marketing campaign. Justification will also summarise on the marketing approach of
company.
Task A
1. Consumer perception of organic food
Perception of consumers towards organic food can be summarised in the following
manner.
Chemical free: Organic food is produced in farms with the support of traditional farming
approaches. Due to the farming process involve in producing organic food consumer
perception in respect to organic food is too be chemical free and natural (Denver and et.al.,
2019). It has received a huge response across the globe from the consumer as the food
consumes no chemical in producing the food. Many researches has justified that people look
more keen to buy such food products produced organically as consumes no chemical
ingredient in farming process which assures good health also.
Fresh food: Organic food carries the perception in front of consumers of a fresh food as
compare to such food produced from other farming methods. The food has been in a huge
fashion as it provides more freshness as compare to other food produced from chemical and