Research Proposal: Consumer Perception of Organic Food in Denmark

This research proposal investigates consumer attitudes towards organic food products in Denmark. It aims to examine consumer perception, comparing it to other countries, and identifying key influencing factors. The study reviews existing literature on consumer motivations, including health concerns, environmental benefits, taste, and quality, while acknowledging differing priorities across nations. A descriptive research design with a quantitative approach is proposed, utilizing a survey questionnaire with 100 Danish consumers. The methodology includes a Guttmann scale for ranking factors and statistical tools like SPSS for data analysis, with considerations for ethical guidelines. The research anticipates implications for organic food companies, highlighting the importance of understanding consumer preferences for product positioning. Limitations include a single research design and a relatively small sample size. The proposal concludes with a research timetable and a comprehensive list of references.