An Empirical Study on Consumer Behaviour and Promotional Strategies of Organic Food Products in Madurai District

Abstract

The growing awareness of health and environmental sustainability has led to increased interest in organic food products among consumers. However, the extent to which awareness, promotional strategies, and health consciousness influence actual purchase behaviour varies across regions. The present study aims to analyse consumer behaviour and promotional strategies of organic food products in Madurai District using primary data. A descriptive and analytical research design was adopted, and primary data were collected from 120 consumers through a structured questionnaire. The study employed statistical tools such as percentage analysis, chi-square test, independent sample t-test, and correlation analysis using SPSS. The findings reveal that consumer awareness alone does not significantly influence purchase behaviour, whereas promotional strategies have a significant association with consumers’ purchase decisions. Further, health consciousness shows a positive and significant influence on consumers’ intention to purchase organic food products. The study highlights the importance of effective promotional strategies and health-focused communication in enhancing organic food consumption. The results of the study provide useful insights for marketers, retailers, and policymakers to design strategies for promoting organic food products at the regional level.