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REVIEW OF CONSUMER BEHAVIOR TOWARDS ORGANIC FOOD PRODUCTS IN BANGALORE CITY

This paper intends to research the measurements important to customers in India connected with their pre purchase evaluation of organic food products. Information was gathered in Bangalore City at various Organic food stores located across city. A Total of hundred and sixty paper-based responses were received. The results of this study uncovered that Indian customers' buying behavior towards organic food product is affected by the factors like: Organic product related, Certification & other regulatory factors, and their attitude (variety seeking and self-indulgence). Further, these factors had andirect & indirect effect on the while they search, purchase & consume organic food products.


Introduction
Organic food products are seen as being more nutritious, more advantageous, more secure, and natural. They contain less chemical deposits and taste superior to anything ordinary nourishment consequently; customers are willing to pay a premium cost for organic food (Krystallis et al. 2006). Even in upcoming markets, consumers are ready to pay a premium price for assured quality, taste, and safety (Grannis et al. 2001).
In the previous two decades, developing awareness about environmental concern and being health conscious have driven individuals to choose Organic food (OF) to achieve their objective.
Consumers worldwide are showing serious concern about individual health and the quality of their food intake (Gil et al., 2000).Recent research on the Indian OF market shows In the report of "India Organic Food Market Forecast & Opportunities, 2019", it is stated that the Organic food market income in India are estimated to develop at a CAGR of around 25% between 2014-19. The western region is the most astounding income contributor for the nation's organic food sector followed by the southern region. Organic food players are progressively offering their items through online sites and retail locations. Different significant players, for example, Sresta Natural and Morarka Organic Foods are growing their retail dispersion system in Tier I and II urban areas through tie-ups with driving retail chains and in addition through foundation of selective stores and outlets.
Among developing nations, India is amongst the most potential markets for Organic food. Numerous individuals since hundreds of years are very much aware that the Organic food is much prevalent from the perspective of well being than that of the inorganic nourishment. India had been one of the primary adherents of Organic food indeed it had been completely indigent upon the natural manures. In this way, India can be the best potential business sector to market Organic food, however to fit themselves in, they will need to have the purchasers' confidence, who are the loyal clients of Organic food, with their quality items with their quality products (Chakrabarti, 2010).

Literature review
More of the research was done in European countries related to organic food consumers. A review on Organic food consumption demonstrates that efforts have been made to inspect customers' view of Organic food, calculates factors that have encouraged or kept the Organic food consumption decision, buyers' states of mind, and additionally explanations behind buy/non-buy. Shoppers buy Organic food for the most part for the following reasons: Organic food is seen as more advantageous, more nutritious and more secure, no chemicals are utilized, natural cultivating is kinder to the studies.
On the other hand, the principle reasons for not purchasing Organic food are: excessively costly, constrained accessibility, inadmissible quality, satisfaction with current purchases, absence of trust, constrained decision, absence of seen esteem and absence of misconception of natural Organic food production ( Their nervousness constrained the marketers to join environment issue in their decision making. Many saw additional regarding advantages quality issues related to OF consumption, it is of critical enthusiasm to reveal customers' inspirations and trust introductions concerning OF.

Hypothesis:
Based on the literature review following hypothesis were framed to test its significance.

Results & Discussions:
SPSS version 20 was used to examine the accuracy, missing values, fit between their distributions and the assumption of multivariate analysis. A series of exploratory factor analyses (EFA) was performed.
A series of confirmatory factor analyses (CFA) was then conducted on the data from the surveys to validate the findings from the EFA. Out of 45 statements ten statements were removed due to model fit requirements. Hence 35 statements forming seven measurement models were retained for the final model. All the re-specified measurement models were framed to satisfy most indices (Kline 2010). The reliability of scores of the measurement model ranged from .827 to .770. It is assumed that the internal consistency was acceptable and adequate to be part of the structural equation model.
The structural model was tested and presented as the final stage. Post hoc model modifications were performed in an attempt to develop a better fitting and possibly more parsimonious model. Figure 2. This model explained that 39.3 % of the variance was in individual attitude's, and that 42.5% of the variance was in pre-purchase evaluation, while 58.4% of the variance was in the Actual Purchase behaviour.  The results indicate that the ethnocentrism dimension did not influence personal attitudes, pre-purchase evaluation or purchase intention. Hypothesis 5 and hypothesis 6 were supported. Personal attitudes dimension had a significant influence on pre-purchase evaluation (p value was significant), and the pre-purchase evaluation dimension had a significant influence on purchase behavior (p value was significant).

Conclusion
Firstly the findings of this study have revealed that consumer's attitude is positively and Hypothesis 1 was supported. Organic food Product related measurement had a significant association with pre purchase evaluation. This means the product related dimension was associated with actual behavior through the mediatory effect of personal attitudes and prepurchase evaluation. Hypothesis 2 was partially supported. Certification & Regulatory dimension had a significant relationship with pre-purchase evaluation. However, the regulatory dimension was associated with Actual Behavior through the mediatory effect of personal attitudes and pre purchase evaluation. Hypothesis 3 was also partially supported. The lifestyle dimension comprised variety seeking and self-indulgence factors, both of which had significant influences on personal attitudes and purchase intentions. The results also revealed that the lifestyle directly influenced by the dimension of the product, regulatory and lifestyle (especially variety seeking and self-indulgence) issues.
The results also revealed that both productrelated and regulatory dimensions had significant influences on pre-purchase evaluation, and both dimensions were associated with purchase behavior through the mediatory affect of personal attitudes and prepurchase evaluation. This affirms that the characteristics of organic food have both direct and indirect effects on consumer's intention to b u y o rg a n i c p r o d u c t s ( C h e n 2 0 0 7 ) . Interestingly noted, items relating to price were deleted due to model fit requirements. This may provide evidence that price is not as important as is the food safety in a comparative measure. Food safety is the one of most important issues influencing consumer's buyer behaviour of organic food in India. Consumers probably give up purchasing food products unless there are signs of the products quality (Ennis 2007 This research study is one of the very few associated with consumer buyer behaviour of organic food in urban India. The unique conceptual model used in this study is a combination of three theoretical models, namely, the theory of reasoned action, the theory of planned behaviour and the theory of consumer decision making process. The findings of this research study have important implications for marketers of organic food in India. They should attempt to leverage on these findings by educating their target audience, (both existing and potential customers) and by promoting trials of organic food products.
Beneficiaries of this research study include various stakeholders in India and globally such as consumers, vendors both local and international and government agencies.
A number of hypotheses were tested in this study using extensive data obtained from a large sample size. Further analysis using invariance testing will be performed to investigate whether there are significant differences in the data obtained from the four major cities of India. Finally, it would be beneficial to investigate changes in consumers attitudes and their behavior intentions over time by conducting a longitudinal study.