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- Title
Organic Food Market in Bengaluru City: A Comprehensive Analysis of Stores and Market Competitiveness.
- Authors
SUMAN, K. M.; SIDDAYYA; GANAPATHY, M. S.; ARUN, D. M.
- Abstract
The study presents a comprehensive analysis of the organic profile of food products in the Bengaluru city. Based on the data from 40 organic outlets, it was observed that the majority of retailers belongs to the middle age group (30-50 years), constituting 60.00 per cent of the total sample size. The market was dominated by male retailers, accounting for 77.50 per cent followed by female retailers (22.50%). Most of the retailers had a graduation degree (75.00%), followed by post-graduation (22.50%). About 62.50 per cent of the sample stores were exclusively selling organic certified products, while 80.00 per cent of stores sold natural products, 7.50 per cent of stores had privately labelled/ self-claimed products and 30.00 per cent of stores had both organic certified and other products. The study investigated the year of establishment of the organic outlets, revealing a gradual increase in store openings between 2017 and 2021. Oils, fruits and vegetables, emerged as the major demanded organic food products accounting for about 97.50 and 80.00 per cent of the shelf space, respectively. To promote organic food products, word of mouth was found to be the most effective strategy. Herfindahl-Hirschman Index (HHI) value of 0.24 revealed moderate market concentrations of organic outlets in Bengaluru city, which indicated significant presence of a few firms, but the market was not overly dominated by a single entity. According to the study findings organic food market in Bengaluru is witnessing steady growth, with a diverse range of products. The moderate concentration observed in the market indicates the presence of healthy competition among firms, fostering a favourable environment for both consumers and suppliers. It can serve valuable insights for organic food retailers, marketers and policy makers to understand the market competitiveness, demand patterns and effective promotional strategies in this promising market.
- Subjects
FOOD marketing; ORGANIC products; INDUSTRIAL concentration; ORGANIC foods; CITY promotion; NATURAL products
- Publication
Mysore Journal of Agricultural Sciences, 2023, Vol 57, Issue 4, p344
- ISSN
0047-8539
- Publication type
Article