Organic Food Consumption and Buying Behaviour

This assignment delves into consumer behaviour surrounding organic food consumption. It examines various factors that influence purchasing decisions, such as perceived health benefits, price sensitivity, brand loyalty, and the role of organic labelling. The research analyzes consumer attitudes towards organic food, considering aspects like its perceived quality and value compared to conventional options. The study aims to understand how these factors interact to shape consumer purchase intentions for organic products.

Assessing the relationship between the purchase
price and type of organic food
A case study of customer decision making at
Morrisons Queensbury
MAY 2018
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ACKNOWLEDGEMENT
For the accomplishment of the present dissertation I would like to sincerely express by
earnest gratitude to my mentor who has provided me sufficient knowledge and greater support.
Further I would also like to thank my friends, colleagues and family members who have guided
me at every stage while conducting this dissertation. Through their support, I was able to
complete my thesis with effectiveness and in an accurate manner. Lastly in the series, I would
also like to state special thanks to my team members who have provided me huge assistance in
collecting relevant set of data and further analysing it.
Abstract
Aim: To assess the relationship between purchase price and type of organic food
Methods: primary and secondary sources will be used. In primary sources, information will be
collected from 50 customers of Morrisons, Queensbury through a survey. On the other side
secondary information will be gathered from, books, journals, articles.
Results: the price of the organic fruit and premium price is always remaining a great interest in
the research. From last few years there is continues increase in demand of organic food. Along
with this, price of organic fruit is also increasing with demand. Consumer are becoming more
aware about the impact of eating organic fruit as due to which demand increased in the market.
There are various factors that influence buying decision of customers such as price, quality,
needs etc. For an organisation it is essential to focus on all these factors to sale organic fruits.
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Table of Contents
CHAPTER 1 - INTRODUCTION...................................................................................................5
1.1 Overview..........................................................................................................................5
1.2 Research problem (rationale)...........................................................................................5
1.3 Aims and objectives.........................................................................................................6
1.4 Research questions...........................................................................................................6
1.5 Potential Significance.......................................................................................................6
CHAPTER 2 - LITERATURE REVIEW........................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Consumer behaviour towards the consumption of fruits as an organic food...................7
2.3 Link between purchase price and fruits a type of organic food.......................................8
Conclusion............................................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Introduction....................................................................................................................12
3.2 Research philosophy.......................................................................................................12
3.3 Research approach..........................................................................................................12
3.4 Research design..............................................................................................................13
3.5 Data collection................................................................................................................13
3.6 Data analysis:..................................................................................................................14
3.7 Sampling.........................................................................................................................15
3.8 Ethical consideration......................................................................................................15
3.9 Research limitation.........................................................................................................16
Conclusion............................................................................................................................16
CHAPTER 4: DISCUSSION AND FINDINGS...........................................................................17
4.1 Introduction....................................................................................................................17
CHATPER 5: CONCLUSION......................................................................................................33
5.1 Conclusion......................................................................................................................33
5.2 Recommendation............................................................................................................34
References......................................................................................................................................35
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Figure 1: Nicoleta Mandras (2018)................................................................................................17
Figure 2: Nicoleta Mandras (2018)................................................................................................18
Figure 4: Nicoleta Mandras (2018)................................................................................................21
Figure 5: Nicoleta Mandras (2018)................................................................................................22
Figure 6: Nicoleta Mandras (2018)................................................................................................23
Figure 7: Nicoleta Mandras (2018)................................................................................................24
Figure 8: Nicoleta Mandras (2018)................................................................................................25
Figure 9: Nicoleta Mandras (2018)................................................................................................26
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CHAPTER 1 - INTRODUCTION
1.1 Overview
Consumption of organic food has grown remarkably in both developed and developing
countries. Global market for organic food has reached up to $45m which is estimated by national
Food and Agriculture organisations. Presently, the term “organic food” remains defined along a
dimension such as naturally produced, biological environmental friendly, green with the limited
use of chemicals (Lee and Yun, 2015). The increase in demand for organic food arises due to the
perception of product quality and safety. Current research is based on assessing the relationship
between the purchase price and type of organic food such as fruit. There is a change in lifestyle
of customers, as customers become more aware of their health’s which resulted from healthy
food consumption. Therefore, organic foods are now greater in demand as compare to inorganic
food. Customer purchase decision get influence due to increases in the price of organic fruits
(Feldmann and Hamm 2015). The present research conducted for understanding factors that
influence buyer decision such as price while purchasing of organic fruits. A reason which is
identified due to which customers do not buy organic food was price as because companies
charge a premium price.
1.2 Research problem (rationale)
In the 21st century, there has been a growing trend toward the adoption of organic food in
support of healthy lifestyle choices of people as they are become more health conscious and
prefer a healthy lifestyle. Due to this reason, customers have started switching from non-organic
food to organic products (Teng and Wang, 2015). There are various factors which have
influenced their purchasing decision toward organic products such as age, gender, price etc.
Among all these factors, the price is considered a major factor which influences their buying
decision. Research findings have revealed that there is a direct relationship between the purchase
price and type of organic food (Moser, 2015). Based on this background, this research study
intends to shed light into developing a better understanding of how the impact of the price of
organic fruit influences customer buying behaviour at Morrisons Queensbury. The present
research will help me in future while carrying out my further studies. The reason for choosing
this topic is that it will help in preparing for Ph.D. and developing a depth understanding on the
impact of price on purchasing decision of customers.
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1.3 Aims and objectives
Aim of the present research is “To assess the relationship between purchase price and
type of organic food - A case study of customer decision making at Morrisons, Queensbury.
Objectives
Based on aim there are some objectives have been prepared for the present study.
 To explore the relationship of the price of organic fruit and customer buying behaviour in
the U.K.
 To discover the prices of organic fruit at Morrisons Queensbury
 To explain why customers buy organic fruit at Morrisons Queensbury
 To evaluate the relationship between purchase price of organic fruit and customer
purchase behaviour of organic fruit at Morrisons Queensbury
1.4 Research questions
To complete the entire dissertation in a systematic manner, it is important to formulate
research questions. It aids in building a strong framework for the research. Here below are
provided various questions which are formulate:
Q1. What does the literature reveal regarding the relationship between the price of organic fruit
and customer buying behaviour in the U.K.?
Q2. What are the prices of organic fruit at Morrisons Queensbury?
Q3. Why do customers buy organic food at Morrisons Queensbury?
Q4. How does the purchase price of organic fruit influence customer purchases of organic fruit at
Morrisons Queensbury?
1.5 Potential Significance
If company set products as per customer need at reasonable price, then it leads to help in
enhancing profit and sales of the firm. Here below are the potential significance of research:
 Retail sector will provide assistance from the research. They can easily set the price of
organic product that can influence their buying decision.
 It will be helpful for the analyst to prepare an overview on the impact of purchase price
on customer decision while buying organic product.
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CHAPTER 2 - LITERATURE REVIEW
2.1 Introduction
After introduction chapter, another one is literature review which is one of the critical
parts of the thesis. Complete information presented in this section is collected from secondary
sources which act as a basis through which further study can be carried out. Therefore, in this
chapter, views and opinion of different authors are presented in an effective manner. Along with
these opinions of the different researcher on the selected topic is critically evaluated. This
chapter helps in filling the gap left in previous researchers. Hence, this section helps in building a
strong framework for the selected topic. Literature review chapter includes consumer behaviour
towards the consumption of fruits as an organic food. Later, it consists of link between the prices
and fruits a type of organic food. Further, this section also covers the way purchase price
influence buying decision of customers. Lastly, it includes the impact of purchase price on
customer decision while buying an organic product of Morrisons.
2.2 Consumer behaviour towards the consumption of fruits as an organic food
According to the views of Moser, (2015), organic food is minimally processed to
maintain the integrity of the fruit without using any artificial ingredients, preservation and
irradiation. Generally, organic food is produced in a friendly environment, contribution
technique which consider both the attributes of the final product and production method. As per
Hsu and Chen, (2014) the consumer buying behaviour is combination of attitude, behaviour,
intention, preference and decision related to customer behaviour in the market place while
purchasing products and services. To analyse the consumer behaviour market research, need to
be conducted. However, it can be stated that it is social, psychological and physical action of an
individual when they prefer to buy any product or service. There is a various circumstance in
which customer make a purchase and consume products and services.
Consumer behaviour includes feeling, experience, ideas and actions of customers with
some extra environmental factors such as the price of product, advertisement, etc. It can also be
stated as a dynamic process because changes take place in ideas, perception and activities of
customers. Feldmann and Hamm, (2015) states that stimulus respond model is basically used to
explain customer’s buying behaviour.
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Lee and Yun, (2015) state that there are several methods that influence consumption of
fruits as an organic food such as demographic factor, social factors and income, etc. Among all,
the price is one of the major factors making decision of purchasing organic fruits. In the market,
price of organic fruit is mainly high due to which only high-class people can afford it. In mature
market, a reduction in price can be noticed for attracting more people through environmental
program. However, for most of the customers, price factor does not affect their purchasing
decision if they know the benefits of consuming organic food. Therefore, due to health-conscious
eating style, people are ready to pay high price for organic fruits.
As per the BCG report, (2009) there are more than 50% of customers who choose not to
buy organic product because of various reasons such as they are not aware of importance of
green products or it is too costly for them. However, few of them felt that quality of product is
not so good as compared to inorganic products and due to less trust also, people avoid buying it.
Basically, organic products are costly as compared to inorganic products. Therefore,
Aschemann‐Witzel and Zielke, (2017) concluded that the essential consideration among
customers while buying organic food is health, environmental benefits and tastes. While the
price is considered as a major obstacle while making purchase decision.
2.3 Link between purchase price and fruits a type of organic food
Since from past decades’ organic food demand is considerable increasing and its consumption is
only a few percent in most of the countries. From the research it is identified that growth is high
in UK as because of highest percent capita consumption (Feldmann and Hamm, 2016). Market of
UK is appropriate for customer’s analysis as because they are relatively mature, and they do not
face any shortages and challenges which has dominated most of the market outside UK.
According to Marian, Chrysochou and Thøgersen, (2014) organic food is known as the
food guaranteed which have been produced, stored and proceeds without adding a synthetic
fertilisers and chemicals. Along with this, organic product is a food which is cultivated as an
environmental friendly process. As per the national organic standard board of UK, agriculture
organic food should be produced without use of any chemicals and should be most synthetic
fertilisers, and pesticides. Customers in all over the world are highly concerned about nutrition,
health and quality of their food. Due to increase in the awareness of benefits of organic food it
leads to increase the demand of organic fruits in most of the customers. Diallo, Coutelle‐Brillet
and Zielke, (2015) state that consumers are becoming more educated and now, they prefer to buy
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product which is healthy and environmental friendly. Various health related problems such as
obesity, diabetes and heart disease are increased as customer are become aware of the effects of
their eating habits along with the significance of environmental habits () Han, 2015). Based on
health report, customers are becoming increasing aware of health-related matters. Government of
UK also started campaign to instil the idea of health consciousness which has encouraged
customers to switch their preference to healthier foods which are offered by various restaurants.
The outcome of this campaign is that many people have slowly begun to consume organic food
products (Kumar, P. and Ghodeswar, 2015). Apart from this, knowledge related to the
environmental protection has also enhanced consumption of organic food. Also, from many
studies it has been found that relationship between the number of customers, concerns for the
environment and in relation with motivation to purchase products which are organic.
Purchase purpose on organic food products
From various studies it has been note that one of the most considerable issues to the penetration
of organic products and services which make tough for customers to locate and find out organic
commodities. In supermarket rare organic food which are offered regularly (Vitell, 2015). There
is most of the part of UK which face issues related to the insufficient supply of organic food.
.
According to the Lee and Yun, (2015), purpose of purchasing organic food products can
be explained with the help of planned behaviour theory. Intention is known as the cognitive
behaviour which shows person’s readiness to perform a given behaviour and it is listed to be an
immediate predecessor (Paul, Modi and Patel, 2016.). Therefore, while applying planned
behaviour theory in an organic food product consumption make easier to identify reason of
purchase of organic food for green society, friendly society and perceived behaviour control.
The theory of planned behaviour helps in developing understanding related to the change in the
behaviour of people. It predicts deliberate behaviour, it is due to behaviour can be deliberative
and planned (Marian, Chrysochou, and Thøgersen, 2014). As per the theory of planned
behaviour human action is guided through three kinds of considerations that are behavioural
belief, normative beliefs and control belief. Along with this, it is comprising of 6 constructs that
collectively represent a person’s actual control on their behaviour.
Attitude: Attitude is referring to the degree at which an individual has a favourable and
unfavourable evaluation of the behaviour of interest (Irianto, 2015).
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Behavioural intention: It lead to shows motivational factors which can influence given
behaviour in which stronger the intention in respect to perform the behaviour.
Social norms: it indicates the customer’s codes of behaviour in a group or people. It considered
normative and standard in a group of people (Ottman, 2017).
Perceived power: It is a factor that can facilitate or obstructed performance of a behaviour. It
referred to the consumer’s perception of personal control on things which they buy and eat.
Customer belief and awareness towards the concept of green foods can be influenced
where it is favourable or unfavourable. Through campaign and other activities, customers
become aware of significance of eating organic food which motivates them to purchase it at
higher prices also to live healthier life. On the other side, with the increase in demand, price of
organic food is also increasing, and it is tough for middle and lower-class people to afford it.
However, Marian, Chrysochou and Thøgersen, (2014) argued that customers who have become
highly health conscious will prefer to buy all such products whether they are of higher or lower
price.
Willing to pay is known as the among which an individual is read to pay for obtain goods
and services. Willing to pay is independent variable which can affect the purchase of organic
products. Liang, (2016) identified that consumer willing to pay premium price if the get more
information related to the product they consume. In this information it includes feature, safety of
product etc. Besides this, Diallo, Coutelle‐Brillet and Zielke, (2015) also stated that a well-
known logo is the superiority for targeting consumers. In other words, willing to pay is also
related with the organic logo. As well recognition logo assists in drawing attention of customers
for making purchase of products. Organic produce has some nutritional value as compare to the
non-organic products. However, in order to live healthy life people are spending more on organic
products. Apart from the pricing factors, organic certification and labelling is also known as the
key motivations while consuming organic food. As the labelling can affect their purchase
decision because consumers always trust on certificated process (Al-Swidi and Noor Mohd
Shariff, 2014).
According to the Teng and Wang, (2015) view high level income have direct connection
with the buying of organic food. There variable which can influence income level can be depend
on the household size. Generally, a large household size tends to be more price sensitive which
can affect the buying decision of organic fruits. Loebnitz, Schuitema and Grunert, (2015)
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proves that households with higher level income and social status have a high chance to consume
organic foods. Hence, this group of consumers shows that there is link between income level
purchasing decision of organic food (Bradbury, Balkwill and Beral, 2014). The negative
estimated coefficient significant for the variable low income has proven that people with low
income will not make purchase of organic foods. Furthermore, the demand for organic fruit is
ultimately higher in those nations with a high-income level.
In present time people are become more educated toward the healthy lifestyle which
influence their buying decision toward healthy food. De Boer Witt and Aiking, (2016) state,
health related issues are increase due to this reason people are preferring healthy food as due to
which employees are suffering from health issues. There are various factors influence purchasing
decision of customers such as brand, price, quality etc. People with higher income level usually
like to make purchase which are certificated. As quality play important role for them while
making purchase decisions (Yazdanpana and Forouzani, 2015). However, for the few of the
people price is important instead of quality. The price and the idea of organic food lead to put
great influence in the buying decision mostly of women as compared to men. It is a fact that men
consider a product of good brand which guarantees the product. However, women are more
careful at the time of making purchase of products as higher price because of budget and
expenditure. Joshi and Rahman, (2015) argued that through keeping discount offers on organic
fruits can highly influence the purchase decision of women’s. Hence it is one of the effective
marketing strategy which can be adopted by the firm in order to sale organic fruits.
Conclusion
From the literature review chapter, it is concluded that there is relationship between
buying decision and customers buying decision. People are become aware of organic product and
its positive impact on health due to which they started buying products. There are various factors
which influence their purchasing decision such as age, gender, income etc. people who belong to
lower class avoid making purchase of organic product as because of higher price. It is not easy
for them to afford expensive products and services.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is considered an important chapter because it helps in carrying out
the research in a right direction. There are various tools and methods will be described in this
chapter that are research design, data collection method etc. Along with this, various aspect will
also include which will provide a valid outcome. The present research is assessing the
relationship between the purchase price and type of organic food. The study is being conducted
for finding out impact price of purchase decision of customers. Along with this, the scholar will
provide detail information related to the selected method with justification.
3.2 Research philosophy
Research is known as the belief and values of the investigator toward the selected topic.
The selection of the research philosophy is done based on a type of research which is conducted
(Hwang, and Anzai, 2016). There are two types of research philosophy that is interpretivism and
positivism. These both are the basic approaches in research methods in which positivist is
referred to the quantitative method and interpretivism is prefer to the qualitative method. The use
of positivism philosophy is done at the time shaping the believed of the individual (Médici and
Allen, 2016). On the other side, interpretivism generally reflects single fact which is followed by
numerous facts. The present research is entirely focused on both qualitative and quantitative
aspect. For the present research interpretivism, philosophy will be considered by the scholar.
Reason for choosing this, philosophy is that it helps the investigator to incorporate their own
views and ideas in the present research problem. It also facilitates to reach the valid outcome and
providing recommendation accordingly. It is critically evaluated that positivism philosophy is
stick on the real faces which is not easy to interpret by the scholar.
3.3 Research approach
The research approach is one of the essential aspects of the research methodology which
sheds the light on the method of collecting the data, analysing and interpreting the information. It
is classified into two types that are inductive and deductive. Deductive approach focusses on a
collection of information from general to more specific one (Muriana and Vizzini, 2017). Many
times, it is called top-down approach in which thinking of constructing a theory on a selected
topic. On the other side, the inductive approach works in different ways such as it moves from
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specific observation to the broader generalisation and theories. It is sometimes called bottom up
approach (Raynor, Ayubcha and Alavi, 2017).
The present research is based on assessing the relationship between the purchase price and
type of organic food, therefore inductive approach has been used by the scholar. The reason
behind selecting this approach is because it lies between probability as because it is based on
observation. Along with this, it allows deep understanding related to the selected topic and
specific information related to the selected topic.
3.4 Research design
The research design is known as the process through which all the findings can be
presented in a systematic manner according to the research aim (Mammen, Norton and Butz,
2016). It is classified into three types that are descriptive, exploratory and explanatory.
Exploratory research design focus on discover all those issues which are still not identified in
any other studies. While explanatory research design is used to uncover issues, which help in
providing valid outcome related to the selected topic. With the help of this, the scholar can easily
identify the relationship between causes and effect (Attar, Haghighat. and Ghassemi, 2016). For
the present research descriptive approach has been selected which help in describing all the
population which is covered in the study. The use of descriptive research design required a
specific form of data collection which includes survey, observation etc. One of its weakness is
confidentiality of personal information provided by population covered in the study.
3.5 Data collection
Data collection is known as the process which is linked with the selection of appropriated
sources from where information related to the selected topic can be gathered. Along with this, for
a researcher it essential to be careful while making a selection because it can directly impact the
way o finding of the research (Peter, Werner and Alavi, 2017). There are two major sources from
where data can be gathered that are primary and secondary. The primary information is
considered as a new information which is not published by any author in their books, and
journals. The use of the primary source is carried out at the time when new information required
to be collected for studies. Methods to collect such information is a survey, questionnaire,
observation etc (Bathelt and Glückler, 2017). On the other side, secondary sources deliver
information is that information which is already collected by someone else. This information is
basically old and less reliable as compared to primary sources. However, it supports primary
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research and helps in making theoretical aspect stronger. These types of information can be
collected from journals, internet, books, articles etc. Through making an evaluation of all such
information the scholar able to gain understanding related to each and every aspect of the topic.
Along with this it also helps in developing a strong framework or effectual brief for the section
of the data analysis (Cooper, Desjardins and Croll, 2016). To carry out present research on
assessing the relationship between the purchase price and type of organic food both primary and
secondary sources will be used. In primary sources, information will be collected from 50
customers of Morrison, Queensland through a survey. On the other side secondary information
will be gathered from, books, journals, articles. The reason for selecting the primary sources is
that it supports in gathering specific information on the selected topic that is buying decision
behaviour of customers on organic food.
3.6 Data analysis:
Data analysis is considered as one of the essential chapters which assist in reaching the
aims and objectives of the study (Edson, Henning and Sankaran, 2016). This section covers the
process of analysing the information collected from different sources. The reason for selecting
technique is to convert raw data into meaningful information. The process of analysing the
collected information is carried out with techniques that are qualitative and quantitative. In
quantitative analysis, all the gathered information will present in the numeric form. There are
different statistical tools and test is applied for evaluating the results such as correlation,
Descriptive test etc (Creswell and Poth, 2017). On the other hand, qualitative aspect is carried
out with the use of non-numeric form. This in turn help in providing fair outcomes on the
selected study. However, it is argued that researcher needs to careful while selecting the data
analysis technique because it helps in reaching the valid outcome.
`Several themes are prepared on the basis of results. Along with this, graph, and tables are
presented for interpreting the result in an effective manner. For the present research both the
scholar has used the qualitative and quantitative technique (Winit‐Watjana, 2016). In quantitative
techniques, regression and correlation test has been applied for identifying the relationship
between the purchase price and fruits a type of organic food. On the other side, thematic analysis
has been used in which different themes are prepared and on basis of that interpretation is done.
Along with this different themes and charts are also prepared. The above-mentioned techniques
are more suitable as to present the finding in a suitable manner.
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3.7 Sampling
For the scholar, it is not easy to carry out research from a large population. For this
purpose, the sampling method is applied. There are two different types of methods that can be
used for sampling that are a probabilistic and non-probabilistic method that can be used by the
investigator (Toye, Williamson and Lamb, 2016). For the present research, random sampling
method sample is provided an equal chance of being selected. While in non-probabilistic method
researcher has a proper understanding of the respondents which are required to be selected.
Among these two-method researchers has selected non-probabilistic method (Tight, 2016). In
this method, all the respondents are provided equal chances to be selected. Here 50 customers are
selected of Morrisons, Queensbury in order to understand that price impacts their buying
decision of organic food or not. Reason for selecting this customer is that they are those who
make purchase of organic fruit from Morrisons, Queensbury and they can provide information
related to factors which impact their buying decision.
3.8 Ethical consideration
Ethics are essential in the research for making more research stronger. There is no
research can be completed without ethical consideration. First of all, to conduct survey it is
important to focus on time for approaching the respondents (Mebius, Kennedy and Howick,
2016). All the respondents were asked for taking participants in the survey, but they are not
forced by the investigator. Along with this reason for conducting the survey need to make clear
in front of participants which help in reaching the aims and objectives of the research. Apart
from which all the personal information of respondents will be kept confidential and destroyed
after use (Bailly and Comino, 2017). This will help in reducing the chances of misuse of
information by others. Furthermore, while carrying out the research in an effective manner prior
permission was taken from the participants by informing them about the study.
On the other side, all the secondary information which is collected from books, journals and
articles will be properly cited from authentic sources. All the secondary information is written in
own words in order to avoid the chances of plagiarism. However, data cannot be used but they
can help in supporting the information which is used in the research. All the information which is
collected should not be shared with any other person because chances of misused.
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3.9 Research limitation
In the present investigation, the scholar has been tired to put all its best efforts to
complete the research in an effective manner. However, there is limitation of time and monetary
resources due to which highly detailed investigation was not carried out. There are some
limitations which can be arises while carrying out research.
Aims and objectives: Aims and objectives are the base of research and it is essential that
appropriate steps are taken to frame it in proper manner (Wright, Wahoush. and Jack, 2016). If
these are not properly framed, then it can directly affect the entire research and its results.
Selection of methodology: Methodology is required to be selected which help in attaining the
goals and objectives of the research. At the time when methodologies are not selected properly
then lead to affect entire research and its results. Along with this it can also provide negative
impact on investigation (Kerr, Eckert and Wandwabwa, 2016). There are different sources
through which data can be collected and researcher need to use them in an effective manner.
Limitation of time: There are various types of activities which must be completed on time
because delay in on activity can directly impact the other activities.
Limitation of resources: There are certain cost associated with each activity, therefore proper
planning need to do so that research can be completed in less cost and on time. Along with this
all the collected information need to be evaluated properly for getting valid outcome (Mebius,
Kennedy and Howick, 2016).
Conclusion
From the research methodology chapter, it is concluded that there are various tools and
techniques that can be used in order to carry out research in right direction. Both primary and
secondary factor play significant role in respect to collect valid and reliable information’s. In
order to make research reliable and valid all the information is gathered from specific sources.
There are different statistical tools and techniques which can be used such as descriptive test,
correlation etc. which will help in making getting valid outcome.
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CHAPTER 4: DISCUSSION AND FINDINGS
4.1 Introduction
Data analysis is one of the important chapter because it helps in providing valid outcome
of the conducted study which helps in reaching the aim of the study. The present research is
based qualitative analysis under which thematic analysis has been used. For this, different
questions are prepared for survey with several options. It would be effective for the investigator
to carry out entire survey in well structured method through which aims, and objective can be
accomplished. All the research theme provide in this chapter is supported by proper evidence.
Theme 1: Very important is the consumption of organic food for customers of Morrisons,
Queensbury
1) How important is the
consumption of organic food for
you? No. of respondents Percentage
Very important 8 40%
Important 4 20%
Somewhat important 5 25%
Not important 3 15%
Total 20 100%
Figure 1: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents.
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Interpretation:
 According to the collected information, it has been found that out of 20 respondents, 8
said that the consumption of organic food for them is very important, for 4 it is only
important. It can be said that customers know the importance of consuming organic food
due to which it become important for them.
 On the other side for 5 respondents it is somewhat important and for 3 it is not important.
It is because according to them organic food is not much important for their health and
they do know the significance of consuming organic food.
Theme 2: Most of the customers are aware of the benefits of consuming organic fruit
2) Are you aware of the benefits of
consuming organic fruit? No. of respondents Percentage
Yes 9 45%
No 7 35%
Do not know 3 15%
Total 20 100%
Figure 2: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents..
Interpretation :
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 According to the collected information it can be stated that 9 participation state that they
are aware of the benefits of consuming organic fruit.
 On the other side 7 do not know about benefits of organic food while 3 do not know
about it. Hence it is analysed that in present time people are becoming aware of benefits
of consuming organic food due to which demand in market is increases and most of the
people prefer to buy it.
 Thus, collected information are consistent with literature review which shows that most
of the people are educated and they know the significance of consuming it on their health
due to which demand of organic fruit is increases.
Theme 3: Price range is the factor customers consider while purchasing organic fruit
3) What factors do you consider
while purchasing organic fruit? No. of respondents Percentage
Seasonality 5 25%
Price range 8 40%
Health Benefits 4 20%
Any other 3 15%
20 100%
19

Figure 3: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents. Interpretation:
 According to the collected information, it has been found that out of 20 respondents, 8
state that Price range is the factor customers consider while purchasing fruits. They said
that, their income is not enough in order to purchase organic fruit. Due to which the
prefer to purchase products which is within their budget range.
 On the other side, 5 replied seasonality is the factor while 4 state health benefit. Few of
the people are health conscious due which they prefer to make purchase organic fruit.
However, remaining 3 make purchase of organic food due to other reasons.
Theme 4: People buy organic organic food in your household.
4) Do you buy organic food in your
household? No. of respondents Percentage
Yes 12 60%
No 6 30%
Do not know 2 10%
Total 20 100%
20

Figure 3: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents.
Interpretation:
 According to the collected information it can be stated that 12 participations said that
they buy organic food in their household.
 On the other side 6, respondent out of 20 replied no as because they do not know more
about it.
 However, remaining 2 do not know about it. Hence it can be analysed that people are
now become more health conscious and due to this reason, their spending is also
increased on organic food. In the above conducted literature review it is clearly stated
that most of the people spend their money on organic fruits, vegetables and organic milk.
Thus, collected detail are consistent with secondary information and accordingly it
becomes easy for researcher to extract valid outcome
Theme 5: Expensive, more expensive food is the organic food in customer opinion
5) What is the organic food in your
opinion? No. of respondents Percentage
Healthy, healthier food 5 25%
Expensive, more expensive food 8 40%
Higher quality food 4 20%
21

I do not know 3 15%
Total 20 100%
Figure 4: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents.
Interpretation:
 According to the collected information it can be stated that 5 participations for whom
organic food is healthier for them.
 On the other, side for 8 people out of 20 it is expensive and more expensive food. They
said that, due to increase in demand Morrison company has increase the price of organic
food due to which now it become more expensive for them and they do not want to make
these organic foods due to its high price. 4 respondents, said that it is high quality food
for them as they know benefits of eating healthy food, so it become healthier for them.
 However, remaining 3 do not know about it as because they do not about organic food.
Hence it is analysed that people has changes their opinion regarding organic fruits due to
increase in its price in Morrisons. From the secondary research it is clearly reflected that
people pricing factor directly impact their buying behaviours
Theme 6: There is link between price factor and buying decisions
22

6) According to your opinion is
there any link between price factor
and buying decisions? No. of respondents Percentage
Highly agree 5 25%
Agree 7 35%
Neutral 2 10%
Disagree 4 20%
Highly disagree 2 10%
Total 20 100%
Figure 5: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents.
Interpretation :
 According to the collected information, it has been found that out of 20 respondents, 7
agreed and 5 high agreed that there is link between price factor and buying decisions. As
per their opinion, at the time of deciding purchasing of organic food they may avoid
purchasing if price is out of their budget. Mostly middle-class people decide budget of
their monthly expenses and fluctuation in price of organic fruit impact their buying
decision
23

 On other side 4 among them are highly disagreed and 2 only disagreed with the given
statement.
 However, remaining 2 neither agreed nor disagreed with the given statement. In addition
to this, secondary information reflects that same outcome that there is link between
pricing of organic food and purchase decision. While making a purchase decision
customer for them price as significant factors.
Theme 7: Morrisons, Queensbury sell organic fruit at high price
7) Does Morrisons, Queensbury sell
organic fruit at high price? No. of respondents Percentage
Highly agree 8 40%
Agree 5 25%
Neutral 3 15%
Disagree 3 15%
Highly disagree 1 5%
Total 20 100%
Figure 6: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents.
Interpretation:
 According to the collected information it can be stated that 8 participations highly agreed
and 5 only agreed that Morrisons, Queensbury sell organic fruit at high price. There is
24

increase in demand of organic fruit among people due to which many retail companies
have increase its price.
 On the other side, 3 are highly disagreed and 1 only disagreed with the given statement.
However, remaining 3 neither agreed nor disagreed with the above-mentioned statements.
 Hence, it is analyzed that people are unable to make purchase of organic food because
price is increase and for them it become expensive.
Theme 8 Price is the factors that influence customers buying decisions while purchasing
organic food
8.) What are the factors that
influence you buying decisions
while purchasing organic food? No. of respondents Percentage
Brand 4 20%
Package 3 15%
Quantity 3 15%
Price 6 30%
Taste 4 20%
Total 20 100%
Figure 7: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents.
Interpretation:
25

 According to the collected information, it has been found that out of 20 respondents, 4
replied that price is the factors that influence customers buying decisions while
purchasing organic food. They said that their income is not enough to make purchase of
organic product at higher price. Therefore, they think of it to buy or not to buy.
 On the other side, 3 said packaging, 4 replied taste and remaining 4 stated brands is the
factor which impact their buying decisions.
 , it can be analyzed that are various factors that can impact purchasing decision of
customers among them price is crucial factor which is considered by most of the
customers of Morrison. In addition to this, secondary information reflects that same
outcome that customers make decision of purchasing of organic food if their income is
high.
Theme 9: Approximately $100-500 spend on buying organic food per year in household?
9.) How much do you
approximately spend on buying
organic food per year in your
household? No. of respondents Percentage
Less than £ 100 5 25%
£ 100-500 8 40%
More than £ 200 4 20%
I don’t know 3 15%
Total 20 100%
Figure 8: Nicoleta Mandras (2018)
26

Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents.
Interpretation:
 According to the collected information it can be stated that 8 participations said that they
spend approximately £ 100-500 spend on buying organic food per year in household.
 On the other side 4 replied more that £ 200 while 5 stated less than £ 100 and remaining 3
do not know how much they spend.
 Hence, it is analysed that most of the people had decided their budget for yearly spending
on organic fruits while few of them are not aware about it. There are most of the
customers who spend less amount on organic fruits. However, most of the people are not
aware of organic fruit, so Morrisons should focus on marketing strategies, so that they
can grab the attention of customers
Theme 10: Women’s are highly influenced by pricing factor while making purchase as
compared to men
10.) Does women are highly
influenced by pricing factor while
making purchase as compared to
men? No. of respondents Percentage
Highly agree 5 25%
Agree 7 35%
Neutral 2 10%
Disagree 4 20%
Highly disagree 2 10%
Total 20 100%
27

Figure 10: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents.
Interpretation :
 According to the collected information it can be stated that 5 participations highly agreed
that women are highly influenced by pricing factor while making purchase as compared
to men. They said that women’s make purchase of product according to their set budget
and expenditure which affect their buying decision.
 On the other side 2 respondents highly agreed and 4 only agreed with the given
statements. However, remaining 2 are neither agreed nor disagreed with the above
statement. It is analyses that people are women’s mainly focus on purchasing product
which are at the lower price.
Theme 11: Discount offer provided on organic fruit influence buying decision of Morrisons
customers
11. Does discount offer provided on
organic fruit influence buying
decision of Morrisons Queensbury
customers No. of respondents Percentage
Highly agree 5 25%
Agree 7 35%
28

Neutral 2 10%
Disagree 4 20%
Highly disagree 2 10%
Total 20 100%
Figure 11: Nicoleta Mandras (2018)
Analysis: On the basis of results theme and chart is prepared which clearly shows views of all
respondents.
Interpretation:
 According to the collected information it can be stated that 5 participations highly agreed
and 7 only agreed that ddiscount offer provided on organic fruit influence buying
decision. Women’s are highly influenced by if they were provided any discount on
organic fruit and it can change their purchasing decision.
 On the other side, 4 are highly disagreed and 2 only disagreed with the given statement.
However, remaining 2 neither agreed nor disagreed with the above-mentioned statements.
 Hence it is analysed that there is increase in price of organic fruit due to this reason most
of the customers make purchase when any offer or discount is provided on them. From
the secondary research it is analysed that people middle class people unable to afford
high price. However, whenever discount is provided then prefer to buy organic fruit.
Thus, collected detail are consistent with secondary information and accordingly it
becomes easy for researcher to extract valid outcome
29

In order to conduct analysis SPSS tool is used by the researcher. There are different test are
applied that are descriptive, correlation and regression.
Descriptive test
Theme 1: Factor influence
Statistics
Factor influence
N Valid 20
Missing 0
Mean 3.1000
Median 3.5000
Mode 4.00
Std. Deviation 1.41049
Factor influence
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 4 20.0 20.0 20.0
2.00 3 15.0 15.0 35.0
3.00 3 15.0 15.0 50.0
4.00 7 35.0 35.0 85.0
5.00 3 15.0 15.0 100.0
Total 20 100.0 100.0
Interpretation and analysis: After conducting frequency analysis on the variable q8 (What are
the factors that influence you buying decisions while purchasing organic food?) the result is that
that mean is 3.10, mode is 4. and median is 3.50 (1 = Brand, 2 = package, 3 =quantity, 4 = price,
5 = taste). Hence it analyses that there is price is the factor which highly influenced customers
while making purchase.
Theme 2: High price
Statistics
High price
N Valid 20
Missing 0
30

Mean 2.3000
Median 2.0000
Mode 1.00
Std. Deviation 1.41793
High price
Frequency Percent Valid Percent Cumulative
Percent
Valid
1.00 8 40.0 40.0 40.0
2.00 5 25.0 25.0 65.0
3.00 2 10.0 10.0 75.0
4.00 3 15.0 15.0 90.0
5.00 2 10.0 10.0 100.0
Total 20 100.0 100.0
Interpretation and analysis: After conducting frequency analysis on the variable q7 (Does
Morrisons, Queensbury sell organic fruits at high price) it is interpreted that Mean is 2.30 median
is 2.0 and mode is 1 (1= highly agree, 2= agree, 3= neutral, 4 = disagree, 5= highly disagree)
which is clearly indicated that people are highly agreed that Morrison is selling product at higher
price. Along with this, people are aware of products and services which company is selling at
high price as compare to other stores.
Correlation test
Correlations
Important
organic
Benefit of
organic
Important organic
Pearson Correlation 1 -.023
Sig. (2-tailed) .922
N 20 20
Benefit of organic
Pearson Correlation -.023 1
Sig. (2-tailed) .922
N 20 20
31

Variables Entered/Removed
Model Variables
Entered
Variables
Removed
Method
1 Factor influence . Enter
a. Dependent Variable: high price
b. All requested variables entered.
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .195a .038 -.016 1.42889
a. Predictors: (Constant), factor influence
Findings and analysis: Based on the results, correlation founded is .195 and R is.038 and means
characteristic is such as (Price, brand, quality, taste). Hence it shows that there is significant
relationship between customers making purchase of products and pricing factor. While making
purchase decision customers of middle class unable to afford organic fruit of higher price.
Therefore, it can be stated that people are higher class people are become more health conscious
and they like to spend money on organic fruits.
32

CHATPER 5: CONCLUSION
5.1 Conclusion
In the entire research the main objective is to examine the relationship between price and
buying decision. The present study will be useful especially for organic practitioner who wants
to increase the sales of its organic fruits. This will help developing a better understanding toward
the customer’s purchase. Organic food is known as the food guaranteed which have been
produced, stored and proceeds without adding a synthetic fertilisers and chemicals.
From the above dissertation it is concluded that the price of the organic fruit and
premium price is always remain a great interest in the research. From last few years there is
continues increase in demand of organic food. Along with this price of organic fruits is also
increasing with demand. Consumer are become more aware of impact of eating organic fruits as
due to which demand increased in the market. There are various factors that influence buying
decision of customers such as price, quality, needs etc. For an organisation it is essential to focus
on all these factors to sale organic fruits. As organic food not contain any additional flavours,
chemical as because they are naturally acquired. Also, the price and the idea of organic food
have great influence while making buying decision. The buying decision of organic fruits is
highly influence by various factors. To identify them is effective for the marketers in respect to
develop appropriate strategies and enhance the sales. After conducting a research in certain
group of respondents it is summarised that pricing factors influence more women as compared to
men. There are some basic characteristics of the organic food such as quality and taste which is
appreciated by customers. Women are influenced by price and with the idea that organic food is
trendier. However, men’s, are attached more with brands therefore marketers should focus on it
while creating marketing strategies. From the finding it is proven that income level significantly
affects the customer purchasing decisions of organic fruits. There are many other factors which
influence buying decision of customers such as quality, brand, taste etc. Hence, it is proven that
there is significant relationship between price and buying decision of customers. There are most
of the customers who do not choose organic food because they are not aware of organic fruits
and its importance. Further it is concluded that, there is increase in number of health diseases due
to which people are now become more health conscious and started eating organic fruit. Apart
from this, government of UK also started campaign related to the make public health conscious.
It leads to encourage customers to change their buying decision related to organic fruits. Lower
33

and middle-class people cannot afford organic fruits due to increase in high price as it leads to
impact the sales of the firm. There is link between customer purchase decision and other factors
such age, income, status etc. Due to increase in awareness among high class people regarding
significance of eating organic fruits. They started spending premium price on it. Hence, for them
price do not matter as compare to their health.
5.2 Recommendation
It is recommended that Morrisons company can focus various discount actions to sales its
organic products. At it can attract young customers based on special discount offer which is
provided to them. Further, it is recommended that through organising farmers market and similar
events in which people can gain personal experience may convince event the biggest. Morrisons
company should keep price of its organic product low so that large number of people can easily
influence to make purchase decision. High price is becoming a barrier in sales of organic fruit
and it is essential for the firm to ensure that people do not avoid purchase of products due to
higher price. Therefore, company can use effective marketing strategies in which benefit of
eating organic fruit is provided to customers. Along with these women’s can be easily
encouraged to by organic fruit as if discount is provided to home. Hence, it is clearly indicated
that people are highly influenced if company provide discount to them. Morrison company need
to understand what all the factors due to which customers are avoiding purchase of organic fruits.
Hence there are various marketing strategies which can be adopted by the firm which will help in
grabbing the attention of customers.
34

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Appendix
Questionnaire
1) How important is the consumption of organic food for you?
 Very important
 Important
 Somewhat important
 Not important
2) Are you aware of the benefits of consuming organic fruit?
 Yes
 No
 Do not know
3) What factors do you consider while purchasing fruit?
 Seasonality
 Price range
 Health Benefits
 Any other
4) Do you buy organic food in your household?
 Yes
 No
 Do not know
5) What is the organic food in your opinion?
 Healthy, healthier food
 Expensive, more expensive food
 Higher quality food
 I do not know
6) Does Price factor impact your buying decision?
38

 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
7) Does Morrisons, Queensbury sell organic fruit at high price?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
8) What are the factors that influence your buying decisions?
 Brand
 Package
 Quantity
 Price
 Taste
9) How much do you approximately spend on buying organic food per year in your
household?
 Less than £ 100
 £ 100-500
 More than £ 200
 I don’t know
10) Does women are highly influenced by pricing factor while making purchase as
compared to men?
 Highly agree
 Agree
 Neutral
39

 Disagree
 Highly disagree
40

41