WHO BUYS ORGANIC FRUITS, VEGETABLES & MILK? A DEMOGRAPHIC PORTRAYAL OF 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.