Locus of Control of Organic Food Buyers and its Impact on their Buying Behaviour

Chaitra Bharath; H.M. Chandrashekar

Volume : VII, Issue : IX, September - 2018

Locus of Control of Organic Food Buyers and its Impact on their Buying Behaviour

Chaitra Bharath, H. M. Chandrashekar

Abstract :

The demand for Organic Food is increasing at a pace which cannot be ignored by the market forces. The need to consciously understand the Organic Consumer has become more important than before. It is more cost effective to scheme a marketing mix that meets the requirements of a specific market segment than to aim at the oad undifferentiated market. This tactic is referred to as a concentration strategy. Some companies apply a multi–segment strategy, which is, varying products, prices, promotion methods, and distribution channels to cater to more than one market segment. This study, conducted in the city of Mysore, aims at understanding the locus of control of the organic food consumers. It is evident from the study that the locus of control of the organic consumers tends towards internality. Internals tend to be more planned in their purchasing, they actively look for information regarding products and ands and their buying choices change with new information acquired and interpreted.