(MKT204) - Consumer Behaviour and Joint Value Creation
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S123 MKT204 Consumer Behaviour and Joint Value Creation
Assessment 2 – Case Study
Consumer perceptions of organic food and Organic Valley’s
marketing campaign
Jafar Chowdhury Rifat
364106
Assessment 2 – Case Study
Consumer perceptions of organic food and Organic Valley’s
marketing campaign
Jafar Chowdhury Rifat
364106
1
Table of Contents
Executive summary ....................................................................................................................................... 2
Introduction .................................................................................................................................................. 3
Part A............................................................................................................................................................. 3
Consumer perception of organic food ...................................................................................................... 3
How marketing helps to communicate organic foods to consumers ....................................................... 4
Targeting market ................................................................................................................................... 4
Organic food benefits ........................................................................................................................... 4
Visuals ................................................................................................................................................... 5
Information and Education ................................................................................................................... 5
Sample offering ..................................................................................................................................... 5
Certification labeling ............................................................................................................................. 5
Part B............................................................................................................................................................. 6
Analyzing Organic valley’s campaign to identify how they addressed consumer perception in their
video marketing campaign........................................................................................................................ 6
My overall evaluation on Organic Valley’s marketing approach and how can they improve. ................. 7
Reference ...................................................................................................................................................... 8
Table of Contents
Executive summary ....................................................................................................................................... 2
Introduction .................................................................................................................................................. 3
Part A............................................................................................................................................................. 3
Consumer perception of organic food ...................................................................................................... 3
How marketing helps to communicate organic foods to consumers ....................................................... 4
Targeting market ................................................................................................................................... 4
Organic food benefits ........................................................................................................................... 4
Visuals ................................................................................................................................................... 5
Information and Education ................................................................................................................... 5
Sample offering ..................................................................................................................................... 5
Certification labeling ............................................................................................................................. 5
Part B............................................................................................................................................................. 6
Analyzing Organic valley’s campaign to identify how they addressed consumer perception in their
video marketing campaign........................................................................................................................ 6
My overall evaluation on Organic Valley’s marketing approach and how can they improve. ................. 7
Reference ...................................................................................................................................................... 8
2
Executive summary
Organic food refers to food produced using agricultural methods that prioritize the use of natural
resources and prohibit synthetic pesticides, fertilizers, or genetically modified organisms. In
recent years, as consumers have become more conscious of health and the environment, organic
foods have become more popular. The organic food market is expected to grow as consumers
become more concerned about food production's environmental and health impacts. However,
organic food can be more expensive than conventionally produced food due to the high cost of
production. Additionally, the health benefits of organic and conventionally produced foods are
still being debated in the scientific community. Overall, organic foods represent a growing
segment of the food industry driven by increasing consumer demand for healthier and more
sustainable food options.
Executive summary
Organic food refers to food produced using agricultural methods that prioritize the use of natural
resources and prohibit synthetic pesticides, fertilizers, or genetically modified organisms. In
recent years, as consumers have become more conscious of health and the environment, organic
foods have become more popular. The organic food market is expected to grow as consumers
become more concerned about food production's environmental and health impacts. However,
organic food can be more expensive than conventionally produced food due to the high cost of
production. Additionally, the health benefits of organic and conventionally produced foods are
still being debated in the scientific community. Overall, organic foods represent a growing
segment of the food industry driven by increasing consumer demand for healthier and more
sustainable food options.
3
Introduction
The term organic food means naturally grown food. Basically, the way food is grown. In this case,
without the use of any artificial chemicals, Hormones, antibiotics, or bioengineered genes
(genetically modified organisms). Organic in terms of livestock means organic meat and organic
dairy. This livestock is to be maintained by natural methods. Such as clean housing, rotational
grazing, and a healthy diet. Another point to Add is that livestock must have access to the
outdoors. This type of food product has a more demanding market than usual. The biggest
advantage of organic food is being chemical-free and environmentally friendly. As, a matter of
fact that Australia is the home to the largest area of certified organic land with more than 50%
global total and the total value of the organic market here is AU$2.6 billion. people are now
focusing more on organic foods because of their health benefits and being environmentally
friendly. people’s perceptions are changing day by day. Awareness and health consciousness are
more important to the upcoming generation in the context of food consumption.
Part A
Consumer perception of organic food
In recent years organic food has gained a lot of popularity. And, people are showing a lot of
interest in food that is certified. According to (Rana and Paul, 2017) organic foods are grown,
produced, and processed without using fertilizers, pesticides, animal growth, hormones,
antibiotics, genetically modified organisms, and irradiation. Though most people agree with this,
there are differences in the perception when it comes to consuming organics.
there are some factors on which organic consumption depends. Starting a healthier lifestyle,
being environmentally friendly, and the price are some of the major factors in consuming organic
foods. None less, even the consumer perception of consuming organics varies from country to
country.
People are now more environmentally, socially, and economically oriented. not only people but
also some countries try to follow this trend as a part of being green. And, the most recent
misfortuned example is Sri Lanka where the country made a decision to go green by growing
organic food. Some countries try to follow the trend and even some countries have their own
point of view. Like Greece, compared to other European Countries Greece has a notably lower
food market when it comes to organic foods. And they only purchase organic foods because of
the freshness and appearance alongside thinking of human health, animal welfare, and the
environment. Besides, compared to conventional food consumers are willing to pay 40% more
to buy organic foods.
Introduction
The term organic food means naturally grown food. Basically, the way food is grown. In this case,
without the use of any artificial chemicals, Hormones, antibiotics, or bioengineered genes
(genetically modified organisms). Organic in terms of livestock means organic meat and organic
dairy. This livestock is to be maintained by natural methods. Such as clean housing, rotational
grazing, and a healthy diet. Another point to Add is that livestock must have access to the
outdoors. This type of food product has a more demanding market than usual. The biggest
advantage of organic food is being chemical-free and environmentally friendly. As, a matter of
fact that Australia is the home to the largest area of certified organic land with more than 50%
global total and the total value of the organic market here is AU$2.6 billion. people are now
focusing more on organic foods because of their health benefits and being environmentally
friendly. people’s perceptions are changing day by day. Awareness and health consciousness are
more important to the upcoming generation in the context of food consumption.
Part A
Consumer perception of organic food
In recent years organic food has gained a lot of popularity. And, people are showing a lot of
interest in food that is certified. According to (Rana and Paul, 2017) organic foods are grown,
produced, and processed without using fertilizers, pesticides, animal growth, hormones,
antibiotics, genetically modified organisms, and irradiation. Though most people agree with this,
there are differences in the perception when it comes to consuming organics.
there are some factors on which organic consumption depends. Starting a healthier lifestyle,
being environmentally friendly, and the price are some of the major factors in consuming organic
foods. None less, even the consumer perception of consuming organics varies from country to
country.
People are now more environmentally, socially, and economically oriented. not only people but
also some countries try to follow this trend as a part of being green. And, the most recent
misfortuned example is Sri Lanka where the country made a decision to go green by growing
organic food. Some countries try to follow the trend and even some countries have their own
point of view. Like Greece, compared to other European Countries Greece has a notably lower
food market when it comes to organic foods. And they only purchase organic foods because of
the freshness and appearance alongside thinking of human health, animal welfare, and the
environment. Besides, compared to conventional food consumers are willing to pay 40% more
to buy organic foods.
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