Consumer Awareness and Preference as Determinants of Consumer Satisfaction Towards Organic Food Products in Madurai District

Abstract

Organic food items are becoming more popular among customers due to growing concerns about environmental sustainability, food safety, and health. However, there are regional differences in customer preferences, awareness levels, and their impact on satisfaction. The current study looks at consumer awareness and preference as important factors influencing Madurai District consumers' satisfaction with organic food items. The basic data used in the study was gathered from customers using a standardized questionnaire. To comprehend customer behaviour and determine the connection between awareness, preference, and satisfaction, a descriptive study design is used. To analyze the gathered data, suitable statistical techniques such multiple regression analysis, correlation, descriptive statistics, and percentage analysis are suggested. Consumer understanding of organic food, purchase preferences, product quality, price perception, availability, certification trust, and general satisfaction are the main topics of the study. It is anticipated that customers who are more conscious of and have a stronger preference for organic food items will be more satisfied. The study's conclusions should help producers, merchants, legislators, and marketing experts create methods that effectively encourage the adoption of organic food. By presenting empirical data from Madurai District and offering useful recommendations for raising consumer awareness, bolstering market accessibility, and boosting customer happiness in the organic food industry, the study also adds to the body of knowledge already available on consumer behaviour.