Impact of Demographics on Consumers Willingness to Pay Premium: A study of Organic food products
نویسنده
چکیده
-The study represents the data collected from the organic consumers of Bangalore City which is one of the major markets of organic products in South India. The study examined consumers’ WTPP (Willingness to Pay Premium) for organic food products based on a sample of 150 consumers of Bangalore City during the year 2014. About 53% of the consumers were aware that organic produce was available in the market. Data were collected in supermarkets, organic food shop and departmental stores in different areas of Bangalore. The data collected during the survey were analyzed using percentage analysis and ANOVA. Result indicated that almost of the consumers are eager to pay 20-30 per cent more for organic food products and were heavily influenced by the perception on organic product worth of pay for and the belief on the safety and health aspect of the product.
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