Impact of price on consumption of organic food products: A pragmatic study

Organic food product market is been growing consistently over a decade worldwide. Healthinsecurity among consumers is the major factor that shifted consumers interest towards organic productfrom conventional products. Irrespective of the growth, organic food market has grown as nichemarket, in order to enter the main stream the biggest barrier is the price of the product. At this backdrop,the present study aims to understand whether consumers are really keen to pay higher price for organicproducts bearing in mind the various benefits of it. The essential data for the present study has beengathered through primary source. A sample of 105 respondents were selected using conveniencesampling technique. A structured questionnaire had been used to determine respondents over allopinion towards the pricing of organic food items. The study results revealed that customers inclinationto pay higher premium price for organic product is due to less chemical & fertilizers usage, healthbenefit enjoyed, less environmental impact created and the quality maintained in the products