Organic Toddler Food – an Analysis of the Perception of Users

Abstract

Objective: Understanding the factors influencing the rising levels of organic toddler food consumption, such as motivation, is essential to maximizing the market's potential for organic toddler food. Theoretical framework: Perception and attitude of organic toddler food customers with reference to the perceived benefits. This study involves the investigation of perception and attitude towards organic toddler food of the customer in the context of India and the analogy worldwide. Method: Purposive sampling procedure has been used to collect data. With a sample size of 384. Researcher has used the following tools: Correlation Multiple regression Chi-square test Results and conclusion: Age and gender of respondents and users perception are associated with each other. The users perception and perceived risk are related. The perceived benefits have a greater impact on user’s perception towards organic food than the perceived benefits. Implications of the research: majority of people know about the term organic, its understanding and usage and their health benefits. Now the responsibility lies on the shoulder of the marketers to use the best source of information cropped by this study and by the mediums such as through internet, print media and through specialized organic stores to influence the perception of customers. Originality/value: Educated retailers can easily persuade the customers by upgrading the knowledge and convincing about the associated benefits of organic food. Marketer should expand their distribution channel using National or local retail chain store and provide more variety in organic products as per the consumer demand.