An Analysis of the Variables Influencing Consumers' Purchasing Decisions for Organic Food Items in Rajkot

This study explores the key factors influencing consumer behavior in the organic food market of Rajkot City. Empirical research reveals that price is the most significant determinant across demographic groups, strongly influenced by age, education, occupation, and monthly income. Age and income moderately affect brand perception, suggesting its relevance for specific consumer segments. Taste plays a crucial role, particularly among different genders, and is slightly influenced by education, highlighting the importance of sensory appeal in purchase decisions. While health benefits, environmental concerns, and organic certifications show limited demographic influence, they remain universal motivators for organic food consumption. The study also identifies key barriers: gender influences perceptions of limited availability, while age and education significantly affect awareness levels. Additionally, education impacts perceptions of availability, and occupation plays a role in consumer awareness. Notably, monthly income does not significantly affect any of the identified barriers. These insights contribute to a better understanding of consumer preferences and challenges in the organic food sector, offering valuable implications for marketers, policymakers, and businesses aiming to promote sustainable and organic consumption in Rajkot City.