Impact of Consumer Awareness on Purchase Decisions and Satisfaction Towards Organic Food Products in Perambalur District

Abstract

This study investigates the factors influencing customer awareness and satisfaction towards organic food products in Perambalur District. The research employs a descriptive correlational design, targeting consumers who have purchased or expressed interest in organic products. A sample of 500 respondents was selected using stratified random sampling to ensure representation across various demographic factors, including age, income, and education. Data were collected through a structured questionnaire, which included both closed-ended and open-ended questions to facilitate comprehensive analysis. The findings reveal a moderate level of awareness among consumers, with younger individuals and those with higher education levels demonstrating greater awareness. Social media emerged as the primary source of information regarding organic food products. A significant positive correlation exists between consumer awareness and satisfaction levels, indicating that increased awareness leads to higher satisfaction. Health benefits and environmental concerns were identified as the main motivations for purchasing organic food, while barriers such as higher prices and limited availability hindered purchases. Marketing strategies, particularly those utilizing social media, significantly influenced consumer satisfaction. The study suggests that educational campaigns targeting demographics with lower awareness levels, collaboration between local governments and organizations to promote organic farming, and transparent marketing strategies can enhance consumer engagement with organic products. Additionally, addressing barriers through pricing strategies and promotional offers may increase accessibility and interest in organic food. The research contributes to the existing literature by providing insights specific to the Perambalur District, highlighting the dynamics of consumer behavior in this context. Future research could explore long-term trends in consumer behavior, comparative studies across different regions, and the impact of technology on organic food shopping preferences.