A Study on Effective Tools for Marketing of Organic Food Products in Karnataka

Mohammed Imran Kazi

doi:10.36948/ijfmr.2026.v08i03.78433

A Study on Effective Tools for Marketing of Organic Food Products in Karnataka

Author(s)	Mr. Mohammed Imran Kazi
Country	India
Abstract	Organic food products have become increasingly popular among consumers due to growing awareness regarding health, environmental sustainability, and food safety. Karnataka is one of the leading states in India promoting organic farming and organic food consumption through government initiatives and private sector participation. The present study focuses on analyzing the effective tools used for marketing organic food products in Karnataka, especially in the major cities of North Karnataka such as Hubballi-Dharwad, Belagavi, Kalaburagi, Ballari, and Vijayapura. The study aims to understand consumer awareness, buying behavior, and the influence of marketing tools such as social media marketing, electronic word-of-mouth (e-WOM), online advertising, exhibitions, eco-labeling, influencer marketing, and retail promotions. The research is based on both primary and secondary data. Primary data was collected from 50 respondents through a structured questionnaire. Secondary data was collected from journals, books, websites, magazines, and research articles related to organic food marketing and consumer behavior. Statistical tools such as Chi-Square Test and ANOVA were used to analyze the relationship between demographic factors and consumer preferences. The findings reveal that social media marketing and electronic word-of-mouth are the most effective promotional tools influencing consumer purchase decisions. Consumers prefer organic food mainly due to health benefits, chemical-free production, and environmental concerns. However, factors such as high prices, limited availability, and lack of awareness regarding certification remain significant barriers. The study suggests that marketers should focus on digital marketing platforms, awareness campaigns, and customer engagement strategies to improve market penetration. The research concludes that effective marketing tools can significantly influence consumer behavior and contribute to the growth of the organic food market in Karnataka.
Keywords	Organic food products, Marketing tools, Consumer behavior, Karnataka, Social media marketing
Field	Business Administration
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-14
DOI	https://doi.org/10.36948/ijfmr.2026.v08i03.78433

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A Study on Effective Tools for Marketing of Organic Food Products in Karnataka

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