Exploring the Rural Market - Consumer Preferences towards Organic Food Products

Abstract

The objective of the study is to explore the consumer preferences towards organic food products in the rural market context of covid-19. A sample of 110 respondents from Pollachi and Udumalpet of Tamilnadu is included in the study. Convenience sampling technique is used for conducting the research. A standard questionnaire is used to collect data from respondents. The data is collected from the respondents who visit organic food store and department stores in Pollachi and Udulmalpet. Simple percentage analysis, Independent Sample T test, One Way Anova, Tukey HSD Test is used for statistical analysis. Organic cooking oil, milk and meat products are highly preferred by the respondents. The mean score value for preference of organic food products has increased on daily, weekly and yearly basis after Covid. This shows there is an increase in preference of organic products after Covid-19.