TOPIC – Consumer Attitude towards Organic Food for Babies in India

  • Deepit Singh Uppal, Semila Fernandes

Abstract

This study aims to investigate the findings from a consumer survey as part of the SIU-research
project. The growing market for organic products has immense potential however there are hardly
any research and innovation done on ‘organic products for babies’ and parent’s choice preference for
organic baby products in comparison to conventional and conventional plus products. This research
also took into the perspective to segment parents into occasional organic consumer preferences or
mostly organic choice preferences by using the choice experiment. The experiment done was by
enrolling a survey and discussing in a focus group. In further face to face interviews we figured out
the attitude with which the choice was made for selecting the right food for their children. These
attitudes and responses were summarised using visual representations, factor analysis, chi-square
tests and multi linear regression. This research also took into perspective the consumer behaviour of
how sensitive consumers are to pricing of these healthy organic baby food items. Different variables
that could affect the price sensitivity of the consumers were considered during the survey and then by
EFA it was concluded that price sensitivity was dependent on factors such as: availability,
awareness, taste, household income and brand name.
At the end of the experiment, broadly two categories were finalised. One was that group of parents
who were not price sensitive when it came to the eating habits of their child and preferred organic
food for them. The second segment was those who were more price sensitive and considered normal
conventional food as compared to organic food. A focus on loyalty of the brand by parents was also
made once a purchase of organic product for a baby was done.

Published
2020-11-01
Section
Articles