International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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A Study on Consumer's Preference towards Organic Enterprise Products for Sustainable growth in Southern Odisha

Author(s) Dr. Satyabrata Dash
Country India
Abstract In India, organic food market is in emerging stage has experienced fast growth in the past few years. Day to day the environmental concern is increasing, consumers are focusing on the green aspect of the products as well as their impact on the environment. Thus, an attempt has been made by the researcher to study the insights of consumers on organic products undertaken in Southern parts of Odisha and to focus their buying behaviour, attitude and awareness. For this purpose, descriptive research is designed comprised of convenience sample through non-probability sampling was used. The sample sizes taken for the study was 130 were collected by the investigator. The questionnaire tried to capture the responses of the customers were designed as both open ended and closed ended questions. Further, the secondary data were collected from Journal, Books, and Websites relevant to the objectives. The period of study was from December 2024 To March 2025. The data were analyzed by using Chi-Square test, and ANOVA test.
It was discovered from the study that taste is more influential attribute in the purchase decision of consumers, organic food among the different segments of consumers like children, youngsters and old age people. Therefore an analysis of Consumer’s preference towards organic food products in Southern Odisha may be considered as important ground to build the markets for organic food products in the initial phase of market development. The countries like India got to realize with organized interventions in various fronts and far better understanding of the consumers’ preference on food.
Keywords Consumer preference, Organic Products, Organic Food, Sustainable Growth, Consumer Study
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-06-26
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.82405
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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