Analysis of Consumer Behavior in the UK Organic Food Market

This report provides a comprehensive analysis of the UK organic food industry, examining its growth, consumer behavior, and market trends. The study begins with an acknowledgment of contributions and an executive summary highlighting the industry's evolution and the increasing consumer demand for organic products. It explores the rationale behind the study, its aims and objectives, and research questions, emphasizing the shift towards healthier lifestyles and the impact of retail giants. The literature review delves into the benefits of organic food, industry analysis, factors affecting consumer behavior, and consumer demand. The methodology section outlines the research philosophy, approach, strategy, and techniques used, including primary data collection from 100 London consumers. The report analyzes the findings, revealing consumer perceptions and factors influencing preferences. The introduction provides a background on the industry's development, the role of technology, and the growing awareness of health and environmental issues, and the report concludes by investigating the consumer behavior and market trends of the organic food industry in the UK.

FROM CAUSE TO
CORPORATION- ORGANIC
FOOD INDUSTRY

ACKNOWLEDGEMENT
The study attempted by me is a result of humble contribution and selfless efforts of many
people in my life. I hereby seek the opportunity to pay modest gratitude to all the individuals
who helped me in guiding, planning, editing ad shaping the report. I am thankful to my mentor
and all the people who have given me support and guidance for completing the dissertation. I am
grateful to my team members, family and friends who helped me in all possible accords. I would
also like to thank my parents who supported me while conducting this particular study. The
combine efforts of all these people helped me in successfully completing the research in the
desired manner.

EXECUTIVE SUMMARY
People are adjusting to the demand of occupied lifestyles and complex work schedules.
With the advancement of the science and technology, more and more humans are getting
exposed to the information, technology, knowledge and education than ever before. Retail giants
such as Tesco, Sainsbury, Waitrose, Aldi, Marks and Spencer etc. has adopted organic food
selling in order to enhance sales and brand image within the market. The concept of organic food
segment is not new for UK market. The growth of food sector has been high and effective for the
country. Present research has focused on evaluation of the growth and development of the sector
within the UK economy. Research has been made to show that how the organic food became
popular among the masses and the perceptions that customers have in their mind-set about this
organic food
Literature section of the research focused on developing extensive research on the topic
through secondary research analysis. With the help of it, conceptual information is attained based
on which research gaps are identified. From this, appropriate objectives are developed which
aids in bridging out the identified gaps. Research methodology section deals with the discussion
over research tools and techniques so that researcher can able to conduct the study in effectual
manner. Research onion approach has been adopted to attain the set results for the research.
Moreover, the study focuses on evaluating the growth of organic food industry in UK and also
investigating about factors developing consumer preferences for the same. The researcher has
collected primary data from 100 consumers of London. To collect reliable and authentic data
structure questionnaire tool was used by the researcher. This helped in attaining quantitative
results for the study. The data has been quantified and processed by using SPSS tool.
The findings of the current study reveals a true picture of the market thus provides
effective base to draw constructive conclusions. For the current report the stated segment will
understand the overall study and develop an effective analysis of the same in order to attain
effective research results. study helped in analysing that the term organic food has gained
effective popularity within the market. Majority of the respondents were acquainted with the
terminology and has a clear idea about facts and attributes associated with the term. Moreover,
the findings helped in analysing various factors responsible for developing consumer perception
towards the product range.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background of the study...................................................................................................1
1.2 Rationale of the study.......................................................................................................3
1.3 Research aims and objectives...........................................................................................4
1.4 Research Questions..........................................................................................................4
1.5 Potential significance of research.....................................................................................4
1.6 Research structure............................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Organic food.....................................................................................................................7
2.3 Benefits of organic food...................................................................................................8
Industry analysis...................................................................................................................10
Factors affecting consumer behaviour..................................................................................12
Consumer demand for organic food.....................................................................................14
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................1
3.1 Introduction......................................................................................................................1
3.2 Research Philosophy........................................................................................................2
3.3 Research approach............................................................................................................3
3.4 Research strategy..............................................................................................................3
3.5 Research choices..............................................................................................................4
3.6 Time Horizon....................................................................................................................5
3.7 Research techniques.........................................................................................................5
3.8 Ethical consideration........................................................................................................7
3.9 Research limitation...........................................................................................................7
CHAPTER 4 DATA ANALYSIS...................................................................................................9
4.1 Introduction......................................................................................................................9
Data analysis and findings......................................................................................................9
REFERENCES..............................................................................................................................31
APPENDIX....................................................................................................................................35

Questionnaire for Customer survey......................................................................................35

CHAPTER 1: INTRODUCTION
1.1 Background of the study
Economies are widely developing incorporating advanced technologies and comfortable
lifestyles. People are adjusting to the demand of occupied lifestyles and complex work
schedules. With the advancement of the science and technology, more and more humans are
getting exposed to the information, technology, knowledge and education than ever before
(Pivato, Misani and Tencati, 2008). Because of all these things, people are getting more aware
and sensitive to the environment and the surroundings. Although technical growth has simplified
lives for people yet there are some significant challenges caused due to these issues (Healthy
organic food sales buck industry trend, 2015). Present era of gadgets and busy work schedules
has enhanced health inequities within the market. In recent past trend of fast food and junk food
was developed which efficiently became the part of the economy. People preferred taste over
health and time over wellness. This resulted in high casualties and health instability across the
globe. Health problems such as obesity, diabetes, cancer, cardiac arrest etc. has significantly
increased in the economy (Zander and Hamm, 2010.). Government and people started finding
healthy and quality food options in order to fill the health inequality gap within the market.
A quality and a healthy lifestyle has become necessity to the modern generation. To
maintain this healthy lifestyle people are shifting towards the use of organic food. Organic is
primarily a labelling term that is used on a wide variety of foods that have been produced
through methods and practices which are healthy and quality ascertained (Organic market shows
improved growth amidst tumbling food prices, 2015). The misconception regarding organic food
is that they are those products which are earth friendly such as vegetables and fruits. However,
this conception do not portray the true picture of the term. Organic food are the ones for which
farming practices and food production steps are closely monitored and controlled in order to
reduce the risk of food contamination and enhance its quality. These ensurers low adulteration
and high nutritional factors in food (Paul and Rana, 2012.). Food industry is one of the most
dynamic and volatile business segment. Demands and trends change quickly which demands the
industry to effectively integrate with innovative practices and ideas.
Organic food concept is increasingly being accepted within the market. More and more
companies are now focusing on the production of this type of food (History of Organic Food,
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2010). Everyday people can read and see the organic topic everywhere from the newspaper,
magazine, billboard advertisements, internet, etc. These are developing huge demand within the
market due to health benefits and quality issues associated. Companies are now focusing on
adopting these policies widely in order to create a positive change within the market. Retail
giants such as Tesco, Sainsbury, Waitrose, Aldi, Marks and Spencer etc. has adopted organic
food selling in order to enhance sales and brand image within the market (Analysis: Optimism in
UK organic industry, 2015). Organic food is directly linked with quality and surety with hearty
lifestyles which helps the business units in creating a positive brand image in the market through
offering these products. It has also been expected that the organic food market will grow by 14%
in the upcoming years and will surely surpass the fast food industry (Yeon Kim and Chung,
2011).
The concept of organic food segment is not new for UK market. The growth of food
sector has been high and effective for the country. After financial crises of 2008 the industry has
developed significantly within the country (Chen, 2009). Both production and retailing of
organic food has grown stronger within the market. This has resulted in enhancing revenue and
employment rate for the country. Researches has reflected An annual growth rate of 0.3% from
the year 2011-2016 which is significant for the country. Moreover, the regulatory authorities and
governemnt have developed effective standards and policies to ensure food quality and
effectiveness for people (Tsakiridou and et.al., 2008.). Companies has adopted those measures
and has developed a strong foundation for organic food segment which is now posing challenges
for new market entrants.
Present research will focus on evaluation the growth and development of the sector
within the UK economy. Research has been made to show that how the organic food became
popular among the masses and the perceptions that customers have in their mind-set about this
organic food (Hustvedt and Dickson, 2009.). It will develop an in-depth study about this sector
and the factors which has helped in developing the segment. The report will closely examine the
cause of massive growth of the industry in recent past. It will investigate problems or
consequences related to it, how it affects food industry. The research will be analysing growth of
organic food industry by using variety of research tools and techniques. The researcher will
critically analyse and evaluate the issues and standards of the sector which has contributed
widely in the growth and development of the sector.
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1.2 Rationale of the study
Organic food is enhancing wide and effective demand within the market. This sector is
continuously expanding its reach within the food industry in order to revolutionize the economy.
The practice came into picture years ago when green revolution was practiced and adopted by
the people (Vermeir and Verbeke, 2008.). However, with time and upcoming industrial
revolution subsided the practice in the economy. At present when modern world is facing wide
issues regarding heath inequalities, demand for healthy food has enhanced. The practice of
organic food developed in the era of late 90s and presently has become widely popular. The
present study will investigate consumer behaviour within the market for the organic food.
Consumer behaviour is one of the most vital aspects in the global marketing. One of the
basic requirements for every human being is food so consumer wants maximum satisfaction in
the food products (Mazar and Zhong, 2010). From last few years, it has been noticed that many
people are diagnosed with some or the other harmful disease and all this is related to food habits
among people. Because of all these factors the attention of people is shifting towards the organic
food because they are getting the same satisfaction from this type of food as they used to get
from the fast food and this food is not unhealthy too. However, organic foods are expensive in
nature as compared to the non-organic food but still as the demand is increasing these prices may
soon come down.
This particular research is conducted to evaluate the factors that are increasing the use of
organic food business in United Kingdom. It is conducted in order to understand the needs and
demands of the consumers within the food market (Pearson, Henryks and Jones, 2011).
Companies are continuously developing and adopting innovative practices to enhance their sales
and profitability within the market. The present report will investigate the current trends and
demands of the consumers. It will examine the factors that are increasing the demand for organic
food within the UK market and create an effective impact of the same on the organizational
growth and development. Moreover, it will help in understanding industry trends through
evaluating social perspective for the topic. The research reflects how preferences of people are
changing and that how a small cause has now developed a revolutionary change within the
economy.
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1.3 Research aims and objectives
Research is developed in order to attain the specific aims and objectives which helps in
developing an in-depth understating and effective format for the study. The aim of the present
research is to analyse the behaviour of consumers towards the organic food industry.
Research Objective-
 To analyse the consumer preference towards the organic food
 To identify the factors that leads to the increasing demand for the organic food in United
Kingdom.
1.4 Research Questions
Research questions helps in developing an effective structure to attain research
objectives. These are developed to efficiently outline and design the research study. In order to
attain research objectives for the present report research questions are:
 What are the consumer preferences towards the organic food?
 What are the factors that lead to the increasing demand for the organic food in United
Kingdom?
1.5 Potential significance of research
The significance of the study depicts the value of the analysis and its impact on further
evaluation of the topic. It also indicates that how the research will contribute to the existing
studies and researches. Researches may have academic as well as commercial significance which
may help in developing an in-dpeth understanding on the topic. The Present research has been
conducted in order to create an effective impact on the growth of the industry. The aim of the
present study is to analyse the behaviour of consumers towards the organic food industry. It will
critically focus on analysing consumer behaviour favouring the growth and development of the
industry along with the factors which are causing the sector to grow. This will create a clear
reflection of food sector trends in UK.
The stated research topic is broad and effective for analysis of food sector trends through
social perspective. Understanding consumer needs and demands helps in conceptualising the
research and developing strong foundation for the same. Along with this study also helps in
enhancing a unique academic perception for the topic. Facts and knowledge associated with the
research helps in enhancing the conceptual knowledge of the aspirant researchers and may helps
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them to use the similar or same topic for further studies. The present study will widely contribute
in existing literature by developing reliable and authorised research results for the study.
1.6 Research structure
Research structure reflects an overall format of the research in order to develop a clear
understanding and well developed research study for the proposed topic. It enhances the
successful development of research to attain research objectives. In order to attain the research
aim to analyse the behaviour of consumers towards the organic food industry the researcher has
adopted the following structure:
Chapter 1: Introduction-This section of the research creates a clear and in-depth analysis of
research topic and develops an effective overview about research. It clearly states research aims
and objectives and provide a clear and effective background of the study to support the topic.
Research rationale and significance of the research develops a clear understanding about research
aim and its relevance in the present day.
Chapter 2: Literature review- This section of the report develops an extensive and in-depth
secondary research analysis about the proposed research topic. It closely examines the existing
literature and evaluates previous researches done of the same or similar topic. This secondary
perception for the research helps in developing an effective understanding about research topic
and the issues. It focuses on examining all facts and figures associated with research aim in order
to attain research objective significantly.
Chapter 3: Research methodology- This segment is effective and well defined measures to
define research structure and creates a well formatted and designed research study. It applies all
effective tools and techniques to develop a proper and well structure research. The aim of the
present study is to analyse the behaviour of consumers towards the organic food industry. In
order to attain the same research methodology will adopt proper research method, tools and
framework as well.
Chapter 4: Research analysis and discussion- This segment will develop a clear and effective
research findings about the topic. Research analysis has been developed in order to attain proper
facts and figures associated with the research. It will present all research findings collected
through primary and secondary research method.
Chapter 5 Conclusion and Recommendation- This research section focuses on developing
analysing the overall research finding and facts and conclude the overall research in order to
5

attain research aim. For the current report the stated segment will understand the overall study
and develop an effective analysis of the same in order to attain effective research results.
Moreover, recommendations on possible measures are provided in order to enhance growth and
development of organic food industry.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The present study focuses on creating an in-depth analysis about organic food industry
and the factors which has helped in boosting the growth and development of the industry in an
effective and well developed manner (Liebe, 2012). This section of the research will focus on
developing extensive research on the topic through secondary research analysis. With the help of
it, conceptual information is attained based on which research gaps are identified. From this,
appropriate objectives are developed which aids in bridging out the identified gaps. It will help in
effectively attaining the research aim and develop a broad understanding carrying out the
research in an effectual manner (Tencati, 2010). For this purpose tools of secondary research
such as books, journals, company data, news articles etc. have been used to attain all the
necessary information.
2.2 Organic food
Rising health issues within the economy has influenced people to make healthy choices
in living styles and their eating habits. Casualties from unhealthy food choices or adulterated
food is rising at a very high rate. Greed to earn more and more has faded the ethical and social
consideration within business groups (Thøgersen, 2010). Use of harmful chemicals and
pesticides are some common practices which has ruined environmental factors but has resulted in
increasing the rate of production and sales within the market (Vermeir and Verbeke, 2008). Past
production practices has developed a wide and ineffective impact on people and biodiversity
within the economy. This has created an ineffective impact on organizational development and
growth (Georgiou, 2002).
Organic food is the concept developed to ensure nutrition, safety and healthy food
products. This measure has been developed and adopted in order to products and supply safe and
earth friendly food products which are produced and supplied within the market efficiently.
According to MacFie, (2007) organic food is produced in procedural manner following effective
steps of production in a well monitored supervision to minimize the risk of contamination of
food quality. This has resulted in developing an effective and wide impact on the health and
choices of food for people. The process of organic food and farming is not new to people
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however in the present era the demand for organic products is rising due to safety and health
issues. Organic food is grown produced under regulatory framework (Peter, 2010).
UK government has developed specific control bodies and regulatory standards for
organic food production within the country this has helped the businesses in creating a wide and
effective impact on demand and sales of the food items. Soil association is regulatory trade body
for organic food production and supply within the market (Paul and Rana, 2012). This regulatory
body and monitors the process of production and labels those as safe and organic for usage
within the market. The soil association standards consider those items as organic which are
organically farmed or are handled with compliance to the standards which prohibits the use of
following:
 Synthetic fertilizers and pesticides
 Sewer sludge fertilizers
 Genetic engineering
 Growth hormones
 Irradiation
 Antibiotics
 Artificial ingredients
 Many synthetic additives (Yeon Kim and Chung, 2011)
The above mentioned list clearly represents the prohibited actions and measures that are
demanded by the government and regulatory body within the country. The organic foods are
acclaimed by the regulatory body and are effectively labelled in order to develop an effective
impact on the organizational needs and demand (Chen, 2009). In the present era the demand of
organic food has significantly increased which has attracted the retail food giants towards the
same.
2.3 Benefits of organic food
Many health problems are rising in the world people are paying more attention to
improve their health. The importance of the health in the life of individuals is becoming very
important day by day. People are very much aware about the adverse effects of the pesticides and
other chemical substances while farming (Nicholson, 2001). Because of all these factors, demand
for the organic food is rising day by day and more and more companies have taken this field as
of huge importance. There are two words by which consumer relates the organic food and that
8

are healthy and expensive. Consumers in the present day are ready to pay the higher prices for
the organic food as it provides them better health and life. According to Georgiou (2002)
consumers who prefer the organic food mostly belong to the affluent and educated group of the
society. In UK the sales of the organic foods have increased by almost 2.8% in 2013 and this
growth was above the inflation rate which was almost 2% (Healthy organic food sales buck
industry trend, 2015). Popular food chains like McDonald's and KFC are focusing towards the
use of organic food because people are demanding those over the fast foods. The major benefits
of organic food which has been analysed and focused by the researchers are: Low content of pesticides: The conventional production system focused on increasing
market production in order to enhance sales within the market. In order to achieve this
purpose farmers and producers used high amount of pesticides, fungicides, insecticides,
herbicides etc. which were widely harmful for the survival of human as well as bio
diversity on the planet. However organic foods are free from such risks which have
helped the business units in creating a wide and effective impact on the health of people.
According to Vermeir and Verbeke, (2008) conventional agriculture and farming
increased the risk of environmental health as well due to residual remains in the food
items and products (History of Organic Food, 2010). Produce fresh food content: The organic food is healthy and better than conventional
food. The taste of these food products is better because the organic production results in
producing fresh food products. Moreover, lack of ineffective preservatives makes these
products perishable which reduces their lives and the elongated usage as well. This
results in maintaining the nutrients and freshness of the products thus enhances tastes of
the same (Organic Foods: All You Need to Know, 2015). The farming of these products is
often done keeping the factor of market proximity in mind. This helps in developing an
effective impact on the sales as well. Organic food is environmental friendly: organic farming and production helps in
developing high impact on the process of product contamination and product adulteration
however it also develops a wide impact on the growth and development of the
environment. The process of organic production results in reducing pollution within the
environment. Use of harmful chemicals increases the risk of pollution highly. It leads to
air, water and soil pollution which has a wide impact on the production of agricultural
9

products (Nutrition and healthy eating, 2015). Moreover, organic farming process
demand the usage of low energy, it saves water, minimize soil erosion and increase
fertility which are all highly beneficial for the production of products and safety of
environment. Moreover, minimal usage of insecticides, fertilizers and pesticides results in
creating a wide and effective impact on survival of birds, insects and animals. It is also
effective for people residing near farms. Organic animals and poultry are not fed harmful enzymes: In the modern era
technology has developed widely which has created a wide impact on the animal farming
and production industry. This has industrialised the process infusing technical system for
higher production. The use of antibiotics and artificial injections to enhance the
efficiency of animals for higher output of meat, milk, eggs etc. The indirect consumption
of these drugs or antibiotics increased health inefficiency within the market (Facts about
organic food, 2016). Organic farming system focuses in reducing these practices in order
to ensure the health and safety of animals and people consuming the same. This created
an effective impact on the growth and development of the economy. This system uses
larger area for animals to move and feed which ensures the health and safety of animals
and people while ensuring the quality of products and services attained from the same.
 GMO free: Genetically Modified Organisms (GMOs) or genetically engineered (GE)
food and plants whose DNA has been manually modified or altered in a way which is not
possible naturally to create some different products. The method of cross breeding has
created a wide impact on the natural process of living for animals and plant species
(Organic Food Production and Regulation in the UK, 2016). This process has been
restricted in UK in order to enhance the natural process of breeding and production. This
will help in minimizing the risk of new health issues viruses which may create high
impact on the health and survival of biodiversity within the economy.
2.4 Industry analysis
The organic food market has developed a global recognition all over the world. Countries
are adopting effective measures to develop food safety strategies and measures. The food
segment of the world are adopting food norms and standards in order to ensure health and safety
of the consumers (Paul and Rana, 2012). Moreover, changing market trends has forced the
retailers to replace the food products with chemical and pesticide content with fresh and natural
10

products. This has helped in enhancing trust within consumers and has resulted in rising
consumer satisfaction level as well. The food market of UK has observed a considerable demand
for organic food products. According to reports by Soil Association report the sales for organic
food has considerably increased for the year 2015 (Yeon Kim and Chung, 2011). Organic market
report revealed that the sales of organic products have increased by 4% in the year 2014. The
market trends are developing within the country. Consumers are spending more on organic
products as compared to non organic products (Analysis: Optimism in UK organic industry.
2015).
The above figure clearly represents a positive growth in the organic food market as
compared to non organic-food market. The growth of non organic food segment is continuously
declining within the market. This is clearly visible in the figure as well. However, the growth
rate of organic food market has shown considerable improvement in due course of time. After
little fluctuations in the initial months the growth rate now reflects a continuous growth as per
the graph (History of Organic Food. 2010). This represents an effective growth impact on the
business segment of the country.
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Illustration 1: Organic food market revenue (2015)
(Source: Healthy organic food sales buck industry trend. 2015)

As per the market research the growth rate of organic food segment is expected to grow
effectively in the year 2016. According to the predictions of market experts, sales of organic
food will cross the barrier of ₤ 2 billion in the year 2016. This reflects that the growth of the
market will sustain long term profitability for the market (History of Organic Food. 2010).
Expert opinion suggests that major factors which contribute in the growth of the sector is a
compelling combination of consumer commitment, investment measures adopted by producers,
research and development for organic products and favourable economic conditions.
As per the market analysis it has been analysed that the organic food category is
expanding highly. Dairy products tops the list of organic food category according to consumer
needs and demands. Organic food and vegetables is the next variant which is demanded the most
within the market (Nutrition and healthy eating, 2015.). The companies are thus focusses on
adopting effective measures to produce and manage organic products for sales and production as
well. Companies such as Tesco, Marks and Spencer, Sainsbury, Waitrose etc are the leading
retail brand which has adopted organic food and promoting same within the market as well.
Hence, the industry analysis clearly represents that consumer preference for organic food is
continuously rising within the market.
2.5 Factors affecting consumer behaviour
According to Aertsens and et.al., (2009) consumers buying behaviour is one of the
significant concept which helps the companies and experts in analysing the factors and
motivators which commonly influence the buyers to purchase a product or service. Different
authors have given different theories to analyse and understand the factors which influence the
buyers.
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According to de Magistris and Gracia, (2008) consumer buying behaviour is a complex
process which involves a variety of factors in determining the motivators and needs of the
buyers. These decisions helps the consumers in developing effective impact on the market and
companies as well. As per the figure consumer buying behaviour involves a variety of factors
and issues effecting employee perception and influence (Zander and Hamm, 2010). These factors
may be characterised and understood as follows: Individual influence: This helps in creating an effective impact on consumer perception
and demand. It includes individual needs, requirements, values and issues related to
individual personalities and lifestyles as well. Individual influence has developed a high
impact on the demand for organic food as well (Soyez, 2012). These food products are
being preferred on the basis of perception and choices of the consumers.
13
Illustration 2: Consumer buying behaviour
(Source: Zander and Hamm, 2010)

 Situational influence: These factors are the secondary factors which forces or convinces
consumers to choose one product over the other (Johnston, 2008). These may include
factors such as social influence, market proximity, surrounding issues etc. for example
perishable and seasonal products are difficult to transport in the remote areas which make
their availability difficult consumers hence prefer subsidiary products for the same.
Organic food are highly affected by these factors. Retail business firms are focusing on
creating maximum availability of the product in order to enhance market sales. Interpersonal influence: These are the significant factors which helps in developing a
social influence on the needs and demands of the people. These factors help in
influencing consumers and developing awareness about products and services (Dimitri
and Dettmann, 2012). Factors such as social class, culture, reference groups creates a
direct impact on the same. For example individual choices for food and groceries develop
from the requirement of family and cultural factors as well. The demand for cultural food
products is influenced by cultural factors. Similarly, social influence helps the consumers
in building trust for the products (Peattie and Peattie, 2009). The suggestion of friends or
reference group about the product will help the consumers in opting the same product
over the other. This helps in creating an indirect marketing within the market. Organic
food has developed high and positive social influence on people which has resulted in
increasing the sales of the product.
 Marketing mix: The sales and promotional factors along with product quality, price and
place are also critical factors in enhancing consumer behaviour. Branded products are
demanded highly within the market over the local products due to well developed trust
and loyalty for the company (Peloza and Shang, 2011). The elements of marketing mix ie
price, place, product, and promotion highly contributes in enhancing sales of the product.
2.6 Consumer demand for organic food
The demand for the organic food in the present era is highly dependent of the range of
factors. Every product has some disadvantages and disadvantages associated with it. The rising
demand for organic food has developed consumer perception highly in favour of these products
and services (Falguera, Aliguer and Falguera, 2012). The market trend of UK economy has
developed such that consumers are choosing organic-food over non organic-food. Research
14

conducted by business insider helped in identifying few key factors which helps in developing
consumer perception for organic food. The factors have been rated and quantified out of 5.
The figure clearly represents that nutrition and sensory are the crucial factors which has
helped in developing consumer perception in the favour of organic food products. Moreover,
price has been rated low in the category which depicts that people prefer quality over cost in the
modern era. According to Dimitri and Dettmann, (2012) the most basic factors that determine the
growth of the organic food are listed below.
 Awareness of food products- The awareness of the organic food is significantly lower
as compared to the non-organic food. There are many people who are ready to change
their habits to improve the health conditions (Peter, 2010). Increasing awareness within
people may helps in enhancing demand and preferences for the products. Effective
counselling and promotion may help in enhancing high market demand. Increasing
promotion through commercial and social factors have helped the companies in
enhancing sales within the market (Falguera, Aliguer and Falguera, 2012). In addition,
organic-food helps the companies in developing brand image in the economy.
 Quality of the product- The quality of the organic food much higher as compared to the
normal food and this is also one factor which is catching the attention of people. Rising
15
Illustration 3: Factors developing demand for organic food products
(Source: Johnston, 2008)

health issues and medical concerns have created wide market demand for quality
products and services. Organic food is preferred due to quality issues and factors. These
factors help the buyers in choosing them over other products.
 Premium Price- This is one of the factor which affects the people from buying the
organic food because the prices of organic food are high as compared to the normal food.
The cost of organic food is higher that of the non organic food products (Zander and
Hamm, 2010). This is because organic-food is processed and prepared under well
monitored and controlled situation moreover the bargaining power of suppliers is high
due to limited availability factors. Thus, premium pricing is the issue which is presently
not focused on however is enhancing sales by building high quality perception.
 Associated health benefits: The nutritional facts and figures has helped the buyers in
developing high impact on the growth of the industry. These issues have helped the
company in developing a wide and effective impact on developing sales and demand
(Yeon Kim and Chung, 2011). The organic products contain low risk of contaminations
and effective labelling helps in ensuring the safety factors. Moreover, these products are
safe and fresh which clearly represents the associated health benefits for the same.
Moreover, the factors such as environmental safety and health factors are also favourable
for the same.
 Government promotion: These factors are also significant for the growth and
development of the products and industry as well. Government policies and procedures
have helped the companies in creating an effective impact on the growth and
development of the firm (Dimitri and Dettmann, 2012). The liberal policies and subsidies
to develop the industry have helped in enhancing consumer perception for organic food
in UK as well.
There is high bargaining power of the suppliers because the suppliers for such type of the
food are very limited. In terms of consumers, the bargaining power of the buyers is low because
after looking at the benefits of organic foods people are ready to pay the premium prices
(Shroeder, 2003). There are also no substitute of the organic food in terms of the benefits and
because of that more and more companies are coming in this field. The competitive rivalry at
present is very low but it will increase inn near future. This has helped the industry in developing
high growth measures within the economy. However, with growing competition the growth and
16

development will be restricted for the business which may result in creating high restriction on
market sales and demand. Thus, industry needs to develop an implement effective measures to
deal with these issues and measures.
17

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
This section of the study is crucial to develop an effective and well managed format for
the research. It is systematic process of developing research study and attaining aim in an
effectual manner. The aim of the present study is to examine factors leading to consumer
preferences for organic food. In order to attain the stated aim a well developed study has been
designed and applied (Taylor, Gillborn and Ladson-Billings, 2009). This process will help in
developing a clear basis to carry out the research. This section deals with the discussion over
research tools and techniques so that researcher can able to conduct the study in effectual
manner. Research onion approach has been adopted to attain the set results for the research. It
helps in designing the research in a structured manner and minimizes the chances of deviating
from the aim (Sutrisna, 2009). The detailed analysis of tools, techniques and strategies used for
the study is discussed henceforth.

3.2 Research Philosophy
The first layer of research onion focuses on analysing the broad concept of the research
issue in order to effectively develop strategies and tools to resolve them. It helps in creating an
in-depth understanding about strategies to attain identified problems. According to AUTHOR
there are three major categorisation for research philosophy which are positivism, interpretivism
and relativism (Danping and Lee, 2011). Positivism is a rigid and systematic approach which
closely examine the facts and figures and apply a scientific way to resolve the issue. This method
focuses on developing a clear understanding about research problems through logical deduction
with precise empirical observations. Interpretivism is the approach which integrates human
interest into the study (Khan, 2011). It is flexible approach which closely examines human
interests and considers the same to design research process and develop results. Relativism
approach is used for analysing and dealing with real site situations (Anderson and et.al., 2011).
These situations are resolved through case study analysis.
2
Illustration 4: Research onion
(Source: Anderson, Adey and Bevan, 2010)

The present will adopt interpretivism approach for the study. This will helps in
developing an in-depth analysis of the aim and objective. Research problem focuses on analysing
consumer perception towards organic food. Hence, social interpretivism philosophy, which aims
to study and reflect on the inner feelings of participants, has been adopted for the research. This
helped in attaining clear and realistic results for food preferences among people.
3.3 Research approach
The next layer of research onion focuses on approach which will help in designing the
study in an effective and well developed manner. It focuses on analysing the criteria to attempt
the research to attain effective results (Davis, Gfeller and Thaut, 2008). This helps in developing
a well developed structure for the study. The two approaches include inductive and deductive
approach. Deductive approach is commonly known as a top down approach (af Wåhlberg, 2012).
The researcher carries out the study in through reasoning in general to specific manner. It
demands effective construction of hypothesis to resolve research problems. Inductive research on
the other hand is developed on the specific issues and focuses on closely analysing the theories
relating to the same in order to attain results. This approach is commonly recognised as bottom
up research. As the name suggest this study researcher keenly observes the research topic and
attain results through analysing all associated theories with the same (Lei, 2008). These
researches are approach by developing research questions which helps in identifying research
problems and then the theories and approaches are applied for the same.
The present study has adopted inductive approach in order to attain research aim. The
researcher developed research questions in order to clearly identify the problems that are to be
resolves in the study. Specific secondary and primary research tools thus will be applied to
analyse the issues and attain desires results for the same. Inductive approach will help in well
designed measures in order to understand human conceptions for organic food products and
factors which are developing demand for the same. Deductive approach will not be applied for
the study as the topic of the research is not general. This focuses on a specific segment for the
research. Thus, top down approach will not be effective for the present topic.
3.4 Research strategy
After developing research approach and philosophy the next layer of research onion
focuses on analysing research strategy. This layer develops an effective research design to attain
the objectives of the study (Miller and et.al., 2012). It evaluates different type of research styles
3

which may helps in resolving research problems. According to Tuohy and et.al., (2013) there are
different types of research strategies which could be used for the study. Descriptive, exploratory,
case study analysis, casual study, grounded study, experimental are few common research
designs adopted by the scholars (Geerts, 2011).
The aim of the current study is to evaluate the factors which are helping in developing
consumer preference towards organic food products in UK. This research focuses on seeking
answer top specific question for the study. The explanatory research design has been applied for
the same as it helped in addressing research issues in an effectual manner. Descriptive research
design focuses on evaluating the application of theoretical concepts and perception and try
proving the same in the research. This concept was not applicable of the present study due to
uniqueness of the topic and demand of the problem. Moreover, case study analysis was not
applicable as the problem is not focused on special event or company.
3.5 Research choices
After analysing the theoretical concepts of research methodology, the next layer of the
research onion focuses on analysing the technical specification of the study. Research choices
focuses on analysing the methods adopted by the researcher in order to resolve the research
issues and attain effective result for the same (Smith and et.al., 2011). Research choices helps in
determining the tools and techniques that the researcher will use in order to carry out the research
in an effective manner. Major choices available to the researcher includes mono method, mixed
method and multi method. Mono method is applied in the study where either qualitative or
quantitative research method is used for the study (Keightley, 2010). Mixed research choice of
the one where both qualitative and quantitative research measures are applied for the study. This
is the effective and well developed method applied for the study.
The present study will adopt mixed research choice for the study. This has helped in
creating a well developed measure for conducting the research report. The researcher will use
both qualitative and quantitative research methods for the study. Data will be collected through
survey method which is an effective tool for qualitative analysis. This has helped the researcher
in adopting the social measures in an effective manner. For quantitative analysis the researcher
will use statistical tools and techniques for the study. Here data has been analysed through semi
structured questionnaires in order to attain quantitative results. Moreover, the data analysis
through SPSS helped in developing reliable and authentic research results for the study.
4

3.6 Time Horizon
This layer of research onion focuses on analysing the time frame for which the study will
be carried out. According to MacDonald (2012) time horizon analysis the life of the research
through analysing time constrain associated with the same. Longitudinal and cross sectional time
frame are the two categorisation of the layer. Longitudinal time frame is the one where the
researcher carries the research study for a long period of time. The research here is carried out
for years and decades as well. Such researches have a very broad topic to analyse the time factors
helps in attaining wide success for the same. (Neergaard and et.al., 2009) Cross sectional study
in contrary to these focuses on the studies which are specific and are carried for a short time
span. The objective of these researches are not broad and complex. These are mostly sociological
or theoretical in nature.
Present study is carried out to analyse the consumer preference for organic food products
in UK. The aim of the study is specific and the area of research is also limited. Cross sectional
time horizon will be applicable for the study. Longitudinal time frame is used for broad research
issues. The present topic will not be applicable for the same. The researcher will effectively
apply primary and secondary tools for data collection in order to attain specify data to attain
research results.
3.7 Research techniques
3.7.1 Data collection
Data collection helps in effectively attaining research results for the study. It is the layer
which helps the researcher in adopting different methods and techniques to collect data and attain
specific results. Primary and secondary data collection methods are the most common tools for
data collection. Primary method is the one which is applied to collect the fresh and new data for
the research (Ellingsen, Størksen and Stephens, 2010). It is also called as the original data that is
collected for the special purpose. For the present study this method will be applied in order to
attain research results from direct users and business firms as well. This method of data
collection helped the researcher in attaining specific and logical research results. Moreover, the
data will help in developing a social perception for the organic food segment (Short and et.al.,
2012). The use of primary data will result in closely analysing the gap in literature in order to
attain research results. Primary data will be collected from business representatives and
consumers through tools such as questionnaire, surveys and interviews.
5

Secondary data on the other hand is the one which has been already collected by the
researchers and is used in order to develop an effective research result. This type of the data is
generally gathered and recorded by someone else prior to and also for a purpose other than the
current project. It is one of the most widely used data that involves very less cost, time and
effort. In order to study the growth of organic food market in UK secondary data will be wisely
collected and used in order to attain the objectives. The researcher will refer past researches,
journal, books and various news articles will be referred for the same. This will help in
developing the authenticity and reliability of research and will also create a well developed
understanding for the topic.
3.7.2 Sampling
Sampling is one of the most crucial requirement to attain reliable data form the
population. The present study will use both primary and secondary data for research hence
research will have to apply an effective sampling measure to attain well defined research results.
There are wide methods applied for sampling to gain effective research results. These includes
probabilistic and non probabilistic sampling, random and convenience sampling are also used.
There are many more methods for the same. The size of population for the present study is large.
The population of UK is the population for the research. To attain a reliable result London has
been selected for collecting the data. The researcher has collected the data from Organic food
consumers of London. For finding the reliable samples three well established retail food
segments have been selected. These includes Tesco plc, Marks and Spencer foods and Sainsbury
plc. These retail units have included organic food widely within the companies hence seeking
probable consumers was effective and convenient.
Researcher chose a sample of 100 consumers from the selected organizations. In oredr to
attain the authentic sample the organization of different locations were chosen for sample
selection. Tesco Outlet in Great Central Way, Sainsbury outlet of Southend Ln. and M&S outlet
of Liverpool street were selected. The consumer emails were attained in a procedural and
authentic way demanded by the companies. Then every 5th consumer was chosen from the list on
the random basis and questionnaire were sent to them. The researcher has considered the
completed 100 questionnaires for carrying out the research further.
3.7.3 Data analysis
6

Data analysis is an effective measure to present the research finding in an effective and
structured manner. Both qualitative and quantitative methods are used for data analysis by the
researcher (Chaawla and Sondhi, 2012). Qualitative method uses tools such as thematic analysis
while quantitative method uses tools such as descriptive statistics, graphs and tables etc. the
present study has been carried out by applying SPSS for attaining quantitative research results.
The researcher has attained quantitative data through structured questionnaire results. This data
has been organised and structured to attain authentic descriptive statistics for the study. This
helped the researcher in effectively presenting and attaining research results. Statistical methods
are most appropriate for examining numerical and quantitative information which have obtained
by researcher in survey methodology. As per the discussion of the research approach author has
used deductive approach for completing the whole investigation. Hence, the selected technique
will help in attaining reliable and appropriate research results for the study.
3.8 Ethical consideration
Ethical consideration is crucial to carry out the research study in an effective and well
developed manner. This helps in developing the research authenticity and attain non
controversial data as well (Hackney and Viru, 2008). For the present study was carried out in a
well developed and effective manner. The researcher followed all the guidelines provided by the
academic regulations in order to attain effective and reliable research results. Moreover, the
researcher effectively considered the sensitivity of the issues related to data protection and
security as well. The researcher followed all procedural measures in order to carry out the
research report. All the participants were sent the questionnaire data was attained by taking their
due consideration. Nobody was forced to fill the questionnaire or research requirements.
Moreover, all the data collected through primary sources was safely stored and secured. The
researcher effectively took care of data protection and delivery of results. It was reassured by the
researcher that no data of the participants is used for any personal benefits of anybody. All the
secondary data was collected through authentic sources and was properly sighted to minimize the
risk of plagiarism for the research.
3.9 Research limitation
The limitation of the research has to be closely examined and evaluated by the researcher.
This helps in attaining effective research results. Carrying out a research study is not a easy task.
The current research study also posed wide level of challenges for the researcher. The major
7

challenge for carrying out the study was limitation of time factor. The topic of the present study
was wide and brad. The population was also vast. Limited time constraint resulted in adjusting
research analysis as per the individual need of the researcher. It restricted from carrying out the
extensive and in-depth research study.
The size of the population was vast. The process of selecting the sample was non
probabilistic due to cost and time factor. The researcher selected random sampling over
probabilistic sampling in order to effectively meet the time and cost factor for the study. It
effected the reliability of the results but the researcher used effective measures to control the
probability of error for the study.
8

CHAPTER 4 DATA ANALYSIS
4.1 Introduction
This segment of the research study focuses on analysing the data collected through
different sources and presenting it in an effective and well defined manner. Data analysis helps in
finding out the research results through variety of tools and techniques. The present study
focuses on evaluating the growth of organic food industry in UK and also investigating about
factors developing consumer preferences for the same. The researcher has collected primary data
from 100 consumers of London. To collect reliable and authentic data structure questionnaire
tool was used by the researcher. This helped in attaining quantitative results for the study. The
data has been quantified and processed by using SPSS tool. This section will effectively analyse
the findings and will present it in an effective and structured manner. The use of statistical and
graphical tool has helped in attaining reliable and appropriate results for the study. This
effectively support the in interpreting the data for analysing factors enhancing consumer
preference for organic food segment.
4.2 Data analysis and findings
The findings of the research has been extracted from the 100 completed questionnaire
received from the customers of different three large retail companies selected by the researcher.
The questionnaires were received through emails which proved to be a cost effective and time
saving method for the researcher. All the data was converted into quantitative measures and
descriptive analysis was obtained using SPSS tool. This helped in attaining the following data for
the researcher.
Gender
Frequency Percent Valid Percent
Cumulative
Percent
Female 65 65 65 65
Male 35 35 35 100
Total 100 100 100
9

Findings and analysis: The above data represents that out of total 100 respondents 65% of them
were female and while the rest 35% were male. The data effectively represents a higher ratio of
female respondents which will help in attaining the results accordingly. From the above data it
can be analysed that the retail stores have comparatively higher rate of female buyers than male
buyers.
Age
Frequency Percent Valid Percent
Cumulative
Percent
Below 18 19 19 19 19
18-30 years 41 41 41 60
30-40 years 17 17 17 77
40-50 years 13 13 13 90
Above 50 years 10 10 10 100
Total 100 100 100
10

Findings and analysis: The data collected represents that major respondents of the questionnaire
belonged to the age group of 18-30 years. This age group consists of young adult and adult age
group of people. 41% of the respondents were from the age group of 18-30 years. 19% of the
respondents belonged to the age group of below 18 years. 17% of the respondents belonged to
the age group of 30-40 years, 13% of them were of 40-50 years of age while only 10% belonged
to above 50 years age group. The data represents that organic food buyers consists of young
adults and adult buyers. 60% of the respondents for the present study are below 30 years of age.
Income level
Frequency Percent Valid Percent
Cumulative
Percent
Below 25000 10 10 10 10
26000- 50000 29 29 29 39
11

51000- 75000 32 32 32 71
76000- 100000 15 15 15 86
Above 100000 14 14 14 100
Total 100 100 100
Findings and analysis: The above table reflects that 17% of the respondents belonged to the
income level of below 25000 GBP. 25% of the respondents belonged to the income group of
26000- 50000 GBP. 29% of the respondents belonged to the income group of 51000-75000 GBP
15% belonged to the higher income class of 75000-10000 GBP and 14% belonged to the income
group of more than 100000GBP. The data represents that the preference of organic food is not
restricted to any particular income group. Respondents of every income class preferred organic
food. The buyers from the lower income class consisted of low percentage due to various factors
such as price availability etc.
Are you aware of the term Organic Food
12

Frequency Percent Valid Percent
Cumulative
Percent
YES 68 68 68 68
NO 32 32 32 100
Total 100 100 100
Findings and analysis: The findings of the data represents that 68% of the people said that they
are aware of the term organic food however 32% of the respondents said that they are not aware
of the same. It can be effectively determined from the data that there is considerable amount of
people who are not aware of the term organic food thus the companies and government need to
take effective actions for the same.
Where do you preferably shop your food from?
Frequency Percent Valid Percent
Cumulative
Percent
Local farmers 13 13 13 13
grocery store 32 32 32 45
Natural stores 14 14 14 59
Large corporate
stores 41 41 41 100
Total 100 100 100
13

Findings and analysis: The findings of the questionnaire reflects that 13 % of the respondents
preferable buy their groceries from the local farmers and vendors. 32% of respondents prefer to
go to grocery stores for shopping for food. 14% of the respondents said that they purchase their
food from natural stores while 41% chose large retail stores over other choices. The data helps in
representing a clear fact that people are increasing the demand for buying from large corporate
stores over other available options.
How important role does the following attributes play for you while shopping food?
Organically produced food
Frequency Percent Valid Percent
Cumulative
Percent
Negligible 6 6 6 6
low 5 5 5 11
Average 21 21 21 32
14

High 41 41 41 73
Very High 27 27 27 100
Total 100 100 100
Findings and analysis: On being asked about the attributes people seek in food while shopping
they responded in an effective manner. 6% of the respondents said that organic food attributes
plays a negligible role in making their choices. 5% said that it plays a low role in choosing their
food segment, 21% of the respondents said that organically grown attribute plays an average role
in making their food choices. However, 41% of the respondents said that this factors is highly;y
considered by them which choosing food and 27% rated the factors to be very high for making
the food choices by the people. Thus, on the basis of the given data it can be said that
Organically grown food has an increasing demand within the market and people consider this
attribute highly.
15

Low price
Frequency Percent Valid Percent
Cumulative
Percent
Negligible 28 28 28 28
low 24 24 24 52
Average 26 26 26 78
High 13 13 13 91
Very High 9 9 9 100
Total 100 100 100
Findings and analysis: The findings of the above table represents that people consider the price
attribute lower that the other attributes within the market. The findings from the table represents
that 28% of the respondents rated price factor negligible while choosing food products by the
buyers, 24% of the respondents rated the attribute low while shopping for food. 26% of the
16

respondents rated the factor as average; 13% of the respondents said that price factor is
considerably high for the same and 9% of the respondents said that price factor is rated
considerably high while making the shopping decisions.
Brand name
Frequency Percent Valid Percent
Cumulative
Percent
Negligible 15 15 15 15
low 24 24 24 39
Average 19 19 19 58
High 34 34 34 92
Very High 8 8 8 100
Total 100 100 100
17

Findings and analysis: The findings of the research represents that for 15% respondents brand
name played a negligible role in food selection and shopping. 24% said that the above factor
played a low role while shopping, 19% said that brand name factor played an average role for
shopping food items, For 34% it played high role in shopping food products while for 8% or
respondents brand name played very high role. Analysing the data, it has been evaluated that
42% of the people rated brand name as significant factor for shopping food products.
Packaging
Frequency Percent Valid Percent
Cumulative
Percent
Negligible 10 10 10 10
low 18 18 18 28
Average 37 37 37 65
High 24 24 24 89
Very High 11 11 11 100
Total 100 100 100
18

Findings and analysis: The data collected for the research represents that 10% of the people
consider packaging factor as negligible while shopping for food, 18% said that the factor plays a
low role while shopping for food, 37% said that it plays an average role for shopping decisions,
24% said it plays a high role for the same while 11% said it plays a very high and significant role
for the same. Thus, it can be clearly analysed that packaging is a factor which is considered
highly while shopping for food.
Do you consider organic food factor while eating out
Frequency Percent Valid Percent
Cumulative
Percent
Never 10 10 10 10
Sometimes 11 11 11 21
Often 42 42 42 63
19

Most of the time 32 32 32 95
Always 5 5 5 100
Total 100 100 100
Findings and analysis: The findings of the research reflects that 10% of the respondents said
that they never consider organic food factor while eating out, 11% said that they sometimes
consider organic food factor while eating out, 42% said they often consider this factor, 32% said
most of the time they take the stated factor into consideration while 5% said that organic food
factor is always considered by them. From the given data it can be clearly analysed that people
are increasingly demanding organic food for eating outside the home as well.
Do you agree that there exist a difference in organic foods as compare to non-organic
20

foods?
Frequency Percent Valid Percent
Cumulative
Percent
Strongly Disagree 4 4 4 4
Disagree 15 15 15 19
Neutral 25 25 25 44
Agree 34 34 34 78
Strongly Agree 22 22 22 100
Total 100 100 100
Findings and analysis: The above table reflects that 4% of the respondents strongly disagreed
that there is a difference between organic and non organic food. 15% of the respondents
disagreed with the same. 25% of the respondents gave a neutral reaction for the same while 34%
agreed and 22% of the respondents strongly agreed that there is a significant difference between
21

organic and non organic food. Hence, from the above data it can be effectively analysed that
people analyses a considerable difference between the two segments.
Organic food has helps in maintaining health in much better manner
Frequency Percent Valid Percent
Cumulative
Percent
Disagree 3 3 3 3
Neutral 29 29 29 32
Agree 33 33 33 65
Strongly Agree 35 35 35 100
Total 100 100 100
Findings and analysis: The data collected reflects that on being asked that whether healthy food
helps in maintaining health of the individuals in a better manner, 35% of the respondents
22

strongly agreed with the fact. 33% agreed with the statement, 29% of the respondents gave a
neutral response for the same which meant that they neither agree nor disagreed with the
statement while 3% of the respondents disagreed with the same. Thus, it was analysed from the
data that majority of the people agreed with the fact that organic food helps in maintaining health
of the individuals.
How will you rate the following factors for motivating you to choose organic food over non
organic food?
High nutrition value
Frequency Percent Valid Percent
Cumulative
Percent
Negligible 4 4 4 4
low 9 9 9 13
Average 19 19 19 32
High 42 42 42 74
Very High 26 26 26 100
Total 100 100 100
23

Findings and analysis: According to the above data nutritional value plays a significant role in
choosing organic food over non organic food products. Literature of the study has significantly
considered the stated factor crucial for the industry. As per the data collected from the research
4% of the respondents said that this factors plays a negligible role in motivating them while
choosing organic food products. 9% of the people said that the stated factor is low motivator for
them. 19% of the respondents rated the factor as average for making their shopping choices for
organic food products however 42% said that the stated factor is considered highly by them
while choosing organic food over non organic food products and 26% or respondents said that
this factor plays a very high role for choosing organic food products over non organic foods.
Thus, from the data it can be effectively analysed that the chosen factors plays a considerable
role in developing high market demand for organic food products. Moreover, the data reflects
that 68% of the respondents considers nutritional factor highly for making their food choices
within the market.
24

Freshness
Frequency Percent Valid Percent
Cumulative
Percent
Negligible 9 9 9 9
low 14 14 14 23
Average 14 14 14 37
High 39 39 39 76
Very High 24 24 24 100
Total 100 100 100
Findings and analysis:The above data represents that freshness is a crucial motivator for people
awhile choosing organic food over non organic food. The above table represents that 9% of the
people said that the stated factor plays a negligible role in choosing organic food over the organic
25

food products, 14% said that the stated factor plays low role in making their buying choices, 14%
of the respondents said that freshness factor plays an average role in choosing organic food
product while 39% said that the stated factor is highly considered by them in the market in
addition to this 24% of the respondents said that freshness factor is considered very high for
choosing organic products. Thus, on the basis of the same it can be analysed that freshness is one
of the crucial factor for the consumers within the market. This crucial factor has helped the
products in developing a unique identity within the market.
GMO free products
Frequency Percent Valid Percent
Cumulative
Percent
Negligible 1 1 1 1
low 20 20 20 21
Average 39 39 39 60
High 26 26 26 86
Very High 14 14 14 100
Total 100 100 100
26

Findings and analysis: The above data represents that 14% of respondent said that products
being GMO free factors very highly helps the shoppers in choosing organic food over non
organic foods, 26% of the respondents said that this factor is highly considered by the
respondents for the same, 39% said that the stated factor played an average role in choosing
organic food over other. 20% of the respondents said this factors is a low motivator for them
while 39% said that it was a negligible factor while choosing organic food products.
Environmental Friendly
Frequency Percent Valid Percent
Cumulative
Percent
Negligible 18 18 18 18
low 18 18 18 36
Average 31 31 31 67
27

High 33 33 33 100
Total 100 100 100
Findings and analysis: On being asked about factors which motivates people to choose organic
food over non organic respondents said that environment friendly factors played a considerable
role in making decisions. 18% said that this factor played a negligible role in their buying
process, 18% said that environmental friendly factor played low role in making choices for food
products, 31% said that this factor played an average role while choosing the product while 33%
said that this factor was considered highly by the people while making their choices.
What are the different factors that restrain you from eating the organic food?
Frequency Percent Valid Percent Cumulative
28

Percent
Price of goods are too costly 23 23 23 23
Products are not available easily 23 23 23 46
Products are not much benefited 6 6 6 52
Lack of information 45 45 45 97
Does not like taste 3 3 3 100
Total 100 100 100
Findings and analysis: The findings of the research study reflect that there are some constraints
which restricts the growth of organic food segments. On being asked about the factors which
restrain people from eating organic food 23% responded that high price factors responsible for
the same while 23% said that low availability of products is the factors which force them to
restrain consumption of organic food. 6% of the respondents said that products are not beneficial
29

thus its consumption in restricted while 46% said that lack of detailed information about the food
benefits is the major factors for the same. 3% of the respondents said that organic food does not
taste good. Thus, from the data it can be analysed that high product availability and increase
promotion may helps in enhancing sales of the products.
30

CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Introduction
This last section of the study is crucial and significant for analysing the objectives and
findings of the study. This segment of the study will develop an in-depth understanding of the
overall concepts discussed and will evaluate the findings as ell in order to draw effective
conclusions from the same. The current study was carried out to analyse the growth of organic
food industry and the factors which and developing consumer perception towards the same. An
extensive research was carried out to attain the stated objectives of the given study. Both primary
and secondary research study was undertaken for the same. The literature study built the
theoretical base for the research while data analysis revealed the primary findings undertaken
through the methods of questionnaire. This section will evaluate primary and secondary data to
analyse the research objectives. The findings of the current study reveals a true picture of the
market thus provides effective base to draw constructive conclusions. For the current report the
stated segment will understand the overall study and develop an effective analysis of the same in
order to attain effective research results. Moreover, recommendations on possible measures are
provided in order to enhance growth and development of organic food industry.
5.2 Conclusion
The current research report is based on organic food industry and the factors contributing
towards the growth of the industry in UK. The literature segment of the report helped in
analysing the theoretical perspective of the topic and develops an in-depth analysis of the same
through implementing various models and study as well. This section revealed the conceptual
information about topic and the issues that the industry is facing while creating high impact on
the growth and development within the market (Danping and Lee, 2011). As per the secondary
research organic food industry has developed wide and effective scope of growth within the
market. This concept is not new within the economy however the greed to earn higher profits
motivated the business units towards advanced and unhealthy procedures of attaining food
products and gaining raw materials as well. However organic food industry now has developed a
regulatory and well defined measures to produce food products to ensure health and safety of an
individual.
31

The industry growth clearly reflects the shift in demand within the market. As per the
past research data, facts and figures of the industry, the segment is growing at a consistent rate
against the market trends. This represents that the demand for health and safe food is
continuously increasing within the market. Moreover, variety of factors have been identified by
researchers which has helped in developing consumer perception and enhancing market demand
as well. Food safety, nutritional value, health factors, environment safety etc. are few to be
mentioned. Hence, it can be clearly concluded the organic food segment s per the industry
analysis and market facts is developing effectively and has high prospects to create wide market
change in the economy. The facts and findings of the primary research reveals the similar data.
The above study helped in analysing that the term organic food has gained effective
popularity within the market. Majority of the respondents were acquainted with the terminology
and has a clear idea about facts and attributes associated with the term. Moreover, the findings
helped in analysing various factors responsible for developing consumer perception towards the
product range. The effective results from the study helped in attaining the research objectives
and aims effectively.
To analyse the consumer preference towards the organic food
The above study helped in determining that consumer tastes and preferences are changing
widely within the economy. The impact of same is evident on the food choices and demands in
the economy. The primary and secondary data helped in analysing that the consumer preferences
for organic is highly rising within the market. This is evident from the findings of the study.
Moreover, the preferences of the consumers for the organic food is clearly evident. The research
helped in analysing that people are demanding the organic food highly which has forced major
retail units to modify their food choices. Moreover, the research helped in determining that the
food shopping preferences of the people are shifting form grocery and local retail stores to
corporate giants. The analysis of the food segment within the companies like Tesco, M&S,
Sainsbury etc revealed that companies are selling organic food widely due to increasing demand
within the market. Apart from this, findings of the research revealed that organically produced
food plays a significant role in developing their food preferences and choices. Hence, the
research study reflects clearly that food preferences of consumers in the UK economy are
increasingly favouring the organic food segment.
32

To identify the factors that leads to the increasing demand for the organic food in United
Kingdom
The research was carried out to identify and analyse various factors which has developed
the preferences for organic-food in the market. The in-depth secondary and primary research
study helped in determining variety of factors which has helped in developing consumer choices
and preferences within the economy. The researcher carried an extensive study to analyse the
factors which help in developing the choices of buyers for food choices. It was analysed that
price, packaging brand name, quality and organic production factors plays a leading role within
the market. Moreover, the report revealed the fact that the demand for quality is higher in the
food segment as compared to demand for low cost. Consumers has changed the perception for
low cost food (Anderson, Adey and Bevan, 2010). They are preferring quality over cost. Apart
from these factors such as nutritional value, health factors, freshness, absence of GMO factors
also contributes considerably in developing their choices for the same. In addition to this
increasing health inequalities within the economy is also one crucial reason which has helped
people in turning the market conditions in favour of organic food segment in UK.
5.3 Recommendation
The facts and figures attained form the given study clearly reveals the demand for organic
food segment is rising widely within the market. Consumers are changing their choices and
preferences for these products. The industry has wide scope of growth and development within
the economy. The data collected from the secondary research revealed that US economy has
developed it organic food segment highly however the UK economy is developing the same in
the present era. Hence, in order to enhance the market growth for organic food segment in UK
following measures must be undertaken: Increasing organic production: The government of the country, regulatory bodies and
large business segments must undertake effective measures to enhance organic food
production within the economy. As per the data revealed the demand and supply gap
within the market is high which is resulting in making the product availability inefficient
and increasing cost as well. Effective support to farmers, suppliers and manufacturers
through special subsidies or other means may help in developing the industry. Moreover,
this will stabilise the demand and supply forces and bring economies of scale as well.
33

 Regulating prices: The premium pricing measures of the products and services have
created wide market demand within the upper income level consumers however the
capability of lower income and middle level income segment is high. Regulating prices of
products may helps in developing high demand in the above stated groups as well. Which
will help in developing market demand and thus will result in enhancing market growth
for organic food. Outflow of information: The lack of information within the people and some segment of
the economy has restricted the growth of the segment significantly. The companies along
with regulatory bodies like soil association must undertake some effective measures to
enhance information and knowledge about the product range and its benefits as well. This
will help the economy in filling the gap (Taylor, Gillborn and Ladson-Billings, 2009).
This may result in changing the consumer perception thus developing high growth
prospects for the industry. High promotion: high and effective market promotion will also help the industry in
developing an effective and well developed impact on the growth of the industry. Well
defined marketing and promotional strategies by the companies and retail giants may
helps in developing consumer preferences for the stated food segment. Moreover, this
will also result in strengthening the segment and creating wide growth prospects for the
industry.
 Infusing innovative measures of selling and producing: As per the research people has
developed a significant preference for organic food. The primary data analysis helped in
analysing needs and preferences for the same within the market. It helped in developing
high impact on the growth and development of the economy. The growth of the industry
demands a significant need of innovative and advanced technologies which may helps in
enhancing the level of save and healthy production. This will help in enhancing rate of
employment as well. In addition, higher rate of production will develop high product
availability and will reduce the cost of production as well. Moreover, the companies and
businesses will be attracted towards the segment due high profit margin for stated
products and services.
34

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38

APPENDIX
Questionnaire for Customer survey
Name:
1. Gender
 Male
 Female
2. Age
 Below 18
 18 to 30 Years
 30 to 40 Years
 40 to 50 Years
 Above 50 Years
3. Income level
 Below ₤ 25000
 ₤ 26000- ₤50000
 ₤51000- ₤75000
 ₤76000- ₤100000
 Above ₤100000
4. Are you aware of the term Organic Food?
 Yes
 No
 May be
5. Where do you preferably shop your food from?
 Local farm market
 Grocery shops
 Natural food stores
 Large corporate stores
6. How important role does the following attributes play for you while shopping food?
39