THE IMPACT OF COVID 19 PANDEMIC ON INDIAN ORGANIC FOODS INDUSTRY AND BUYING BEHAVIOUR OF ORGANIC FOODS CONSUMERS: GEOGRAPHICALLY IN BHUBANESWAR CITY, ODISHA

Abstract

The Organic food industry has high market potentials and in few areas, the company has to focus i.e. Awareness, Pricing, and Availability. All these affect the consumers’ behavior. And with time the preference of the consumer changes therefore, this study is conducted to find the current scenario of consumers’ behavior toward organic foods especially during this Covid 19 pandemic in Bhubaneswar City. This study will find the Awareness Level in the consumers of the Bhubaneswar City towards organic foods and Relationship between Awareness and Purchasing decision. This study will also help to know whether there is an increase in the willingness of organic foods due to Covid 19 and impact of it on the purchase decision. And association of willingness with demographic factors through Chi-square. With the Rating Scale the motivators and barriers are found for Organic foods. All these analyses are done through 200 Non-probability samples.