Consumers' Behavior towards Organic Food

Consumers? Behavior Towards Organic Food DR. ROVILYN KATALBAS ? DAGONDON rovi_katalbas@yahoo.com Surigao del Sur State University, Main Campus Tandag City, Surigao del Sur, Philippines Consumers? behavior towards organic food is influenced through marketing mix employed by marketers. This study is essential for the primary producer of organic food products because nowadays people are conscious about their health and aware of valuing themselves through proper diet and food to eat. The study employed the descriptive method which involves the description, recording, analysis and interpretation of the prevailing conditions. Out of 52, 114 total population of the Municipality of Tandag City, Surigao del Sur, Philippines, the researcher chose 399 respondents from communities of the said City using the Sloven?s Formula. The researcher also used simple random sampling. The overall findings revealed that four P?s of marketing mix such as product, price, place and promotion were rated as moderate extent which means that the respondents were influenced most of the time on the purchasing behavior towards organic food. Based on the findings of the study, the majority of the respondents have a positive response or behavior towards organic food. However, promotion got the lowest overall mean among the 4 P?s of marketing mix. Hence, there is a need for intensive promotion through consumers? awareness and advertising campaigns about the benefits and unique selling points of organic food compared to conventional food.