International Journal of Applied Research
Vol. 2, Issue 12, Part I (2016)
Effect of consumer’s personal value on their buying behaviour of organic food products
Heerah Jose and Vijay Kuriakose
As value is considered as a stable construct, it is the best predictor of an individual’s behaviour. Consumer’s perception of products have great influence not only on the values which consumer have towards products but also on the values which an individual holds for himself, therefore this study classifies consumers as ‘regular’, ‘irregular’ and ‘potential buyers’ based on the values (egoistic, altruistic & biospheric) they holds. A purposive sample of 100 respondents, aged 20 – 80 were taken from Ernakulam district. Out of the total respondents 70% have brought, and are aware about the organic food products, however only 30% are regular buyers. Even though there is a significant relation between personal values and buying, a significant difference exists between regular/irregular and potential buyers.
How to cite this article:
Heerah Jose and Vijay Kuriakose. Effect of consumer’s personal value on their buying behaviour of organic food products. International Journal of Applied Research. 2016; 2(12): 594-599.