Abstract:t present, Indian organic food market is at nascent stage, but the trend of organic food is accelerating. Price premium has been cited as the main barrier in the expansion of organic food market. This study aims to find out how much premium consumers are willing to pay and which factors influence willingness to pay. The study was conducted in National Capital Region and it was found that consumer characteristics like education & income; and consumer perceptions like concern for environment, perceived health benefits, culture & tradition positively influence willingness to pay. While, no relationship was found between taste, visual appearance, packaging & promotion, organic certification and willingness to pay price premium. Findings of this study will help organic food producers and suppliers to design suitable pricing and communication strategies.

Globally, concerns regarding consumers' food quality and safety have increased. There is an increase in the search of alternative healthy and safe food that also enhances immunity. Organic food eliminates most of the concerns that consumers have. Market experts expect the Indian domestic organic food market to grow rapidly in the coming years. This study aims to understand the characteristics, attitudes, and buying patterns of different types of consumers so that producers, sellers, and the government can design appropriate marketing strategies. To study the attitude of consumers, the Multi-attribute Model was used. A survey was conducted in Delhi-NCR, and data was obtained from 556 consumers. Through Exploratory Factor Analysis, six factors were derived: health, humanity, and environment; obstacles in buying; trust and confidence; fundamental knowledge; tradition and culture; and social acceptance and status. Based on these factors, and with cluster analysis, consumers were classified into five segments: incognizant consumers, unconcerned consumers, critical consumers, conservative consumers, and congruent consumers.

The global market for organic food products has been growing significantly since the last decade. Indian organic food market has also witnessed the growth and is anticipated to grow at a significant 25-30 percent. The primary purpose of this study is to find who are the buyers of organic food, that is, their demographic characteristics, like, Age, Educational level, Gender, Occupation, and Income etc., and to study the association between demographic characteristics and purchase of organic fruits, vegetables and milk. A total of 556 completed questionnaires were collected with the help of Area sampling technique from Delhi -National Capital Region. The findings revealed that demographic variables like a high level of education, high level of income, females, home-makers, professionals and families with the presence of children buy organic fruits, vegetables and milk more frequently. These findings will be helpful to those who are interested in understanding consumer's behaviour regarding organic food consumption and in the continued development of the organic food industry in India, especially NCR.

Abstract-n India, the concept of organic food is gaining widespread acceptability. Consumers are becoming more conscious about their health and are looking for food that serves as a promising alternative. Corporates, NGOs, Spiritual leaders and Government are also promoting this food, as it is free from irradiation, chemicals and artificial additives. A number of organic food brands are available in the market. The main objective of this study is to find out the level of brand awareness and its influence on purchase of organic grocery. The data was collected from 150 organic consumers in National Capital Region (Delhi, Gurgaon, Faridabad and Noida) through a structured questionnaire. Questions related to brand recall, brand recognition and purchase of organic grocery were asked. It was found that in general, there is a low level of brand awareness among consumers, and those who have high level of awareness; they consume organic grocery more often. The study will help corporates to make effective communication and brand-building strategies.