This paper is published in Volume-4, Issue-2, 2018
Area
Consumer Analytics
Author
Nandish Manangi
Org/Univ
Alliance School of Business, Bangalore, Karnataka, India
Pub. Date
14 March, 2018
Paper ID
V4I2-1194
Publisher
Keywords
Organic Food, Micro-Segmentation, Rationalization, Food Destination and Health Supplements.

Citationsacebook

IEEE
Nandish Manangi. Re-Imagining Organic Food Industry: Product Rationalization through Micro Segmentation, International Journal of Advance Research, Ideas and Innovations in Technology, www.IJARIIT.com.

APA
Nandish Manangi (2018). Re-Imagining Organic Food Industry: Product Rationalization through Micro Segmentation. International Journal of Advance Research, Ideas and Innovations in Technology, 4(2) www.IJARIIT.com.

MLA
Nandish Manangi. "Re-Imagining Organic Food Industry: Product Rationalization through Micro Segmentation." International Journal of Advance Research, Ideas and Innovations in Technology 4.2 (2018). www.IJARIIT.com.

Abstract

The Research study is being conducted to find the ways of micro segmenting the heterogeneous organic food produce market into different micro segments to find the deeper penetration and fragmentation, which enable the marketer to reach every possible micro segment. We are trying to find the benefit of micro segmentation on the organic food industry. The retail FMCG industry has commendably contributed to the development of the economy in recent times, where the degree of personalization of organically grown products to enhance health benefits is relatively high. It is also easier to promote a micro destination in comparison to a macro environment. The study is aimed at analyzing the awareness level of consumers towards organic food products. A structured questionnaire survey was rolled out to 384 household respondents of Bengaluru urban city in the south of India. Of the total households surveyed, 69% respondents have reported that the awareness of organic foods is strong. A logistic regression model was used to identify the most likely factors affecting the consumers’ awareness of organic food. The pilot study results using logistics regression analysis indicates that the urban potential organic food Bengaluru consumers' awareness level of organic food is significantly affected by factors such as income, education, occupation, marital status, product quality, health issues, and product source. The awareness is not affected by factors such as gender, age and product Trademark. Results of the study have great managerial implication in terms of promotions related to organic food products under the category Health & Wellness.
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