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S119 MKT210 Consumer Behaviour Sample

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Organic food and Organic Valley’s marketing campaign

S119 MKT210 Consumer Behaviour

Name of the student

Name of the university

Authors note

Table of Contents

Introduction. 3

Consumer perception of organic food. 3

Marketing helping to communicate organic food to consumers. 4

Organic valley campaign. 5

Marketing approach. 5

Conclusion. 6

References. 8

Introduction

Human safety, food safety and concerns relating to the environment are few of the factor, which can be linked to the organic food concept. Sensory attributes for example value, taste and appearance influence the preferences relating to customers of organic food. One of the important factors, which can be stated in the context of production of Organic food, is related to removal of fertilizers and pesticides, which enhances the quality of the food and directly makes it healthy.

S119 MKT210 Consumer Behaviour

Consumer perception of organic food

In recent times, it can be stated that environmentally friendly products are one of the areas, which is majorly focused by the consumer. The main reason for the statement is that consumers directly combine information about the products and the attributes and its consequences to evaluate a product.  Generally, organic products do not use any forms of synthetic or pesticides, which directly affect the indulgence factor of the customers (Thorsøe, Christensen and Povlsen 2016). The main area of focus, which is prevailing in the section, is linked to how much health product they can consume which would directly affect their normal life. According to the recent survey, it was stated that organic food items contain only one third of the different pesticides which conventional food does (Pieper, Doherr and Heuwieser 2016). The main perception, which always prevails in the mind of the consumer, is linked to the factor of natural food, which is related to the green consumption practices, which directly affect the consumption of organic food.

The demand, which is related to the organic food area, is increasing in demand. According to the British consumers, organic food is a mean of achieving an area of social and individual value for their family and themselves (Lindh, Olsson and Williams 2016). Composting of food wastes and the consumption of food which are produced locally are common environmental food related environmental behavior which is specified from the end of the customers compared to the consumption factor relating to organic food. The area of awareness, which is linked to the consumption of organic food, needs to be raised and the barriers, which are related to the area of consumption, should be removed and overcome (Paddock 2016). The link which is prevailing between the environmental and health benefits should be increased and strengthen to increase the interest which is prevailing between the different customers. The customers should be given products and food, which are directly beneficial for their health so that there are no issues related to the health sector and the future area of indulgence. More the healthier food activity, which prevails in the life of an indivisible betterment of life, can be directly be included in the sector.  

Marketing helping to communicate organic food to consumers

The area of effort which is related to the marketing of the organic food focus on the factor of presenting the food as environmentally friendly (Universalism), focusing on value, healthy (Benevolence) and as a direct mean which is related to bucking up the system (Independent action and thoughts).

For example, it can be stated here that most of the organic food directly base their product on a low environmental image and origin, which is local. By means of advertising, the food as environmental local and safe and presenting the competition as potentially dangerous and are a part of the agenda of the corporate. These productions of organic food attract those who identity with a life style which is alternative and environmentalism (Xie et al., 2015). In the sector of marketing of organic food, it can be stated that there are two sections, which are present, which are stated and explained below:

  • Wholesale buyers: The section of the whole sale buyers directly focus on the factor of the demand and pricing relating to a particular product (Rödiger, Plaßmann and Hamm 2016). In the context of organic food, wholesale buyers directly determine the ways in which is the pricing of the higher quality of food in a competitive manner is implemented so that it can directly draw more consumers into the product.
  • Consumer marketing manager: The market segment which is related to the organic food is an industry which is based on the factor of consumer focused products and food. In the working, the companies must gain a direct insight into the requirement of the customers about which product they want to get indulge (Pieper, Doherr and Heuwieser 2016). The main sector which is related to the working of the consumer marketing manager is related to communicate with the customers on the basis of what product they want to buy when they usually thinking f buying the products and on the other hand what should be pricing in which they would buy the products.

Organic valley campaign

The working of the Organic valley directly dependent on the sector of gathering of the requirement of the customers and planning accordingly. In the organization, the factor of trust is very much important which is due to the factor that the organization has an area of trust, which is prevailing in the working area. From a small farmer group, the organization in recent times has moved to a complete organic movement due to the honesty and goodness in the service, which is given, from the end of the organization to the customers. As stated on the website of the organization that the company working is not linked to most of the other working policies, which are engaged in the sector. The company states its working as a cooperative manipulation (Organicvalley.coop, 2019). This directly means that the organization works together to grow organic food and run the business. The farmers, which are linked to the backbone of the company, tend to go the extra mile relating to health and organic food production, which is not an easy process and involves different types of complex activities. On the other hand, the hard work which is done from the end of the farmers is directly wroth it due to the maximization of the involvement of the customers in the products which are delivered. The perception of the customers in the process is taken care in a proper manner, which does involvement different forms of engagements, which gives them the best final product. Relating to the consumer perception the company had been directly involved in letting the people know about the different health features, which can be included in the section of indulging into their organic product. This sector can be beneficial for the point of view of the company as well as the customers who indulge in their products. The pattern of working of the organization is very much crucial in the organic food sector, which is focused by the companies due to the factor that it directly includes health-oriented benefit areas, which the customers should be known so that they can take up the product.

Marketing approach

The main area of marketing, which is provided from the end of the company, is directly linked to the making of products, which are natural. They tend to gather the requirement of the customers in the field of what products they want and how much they are willing to pay for their products. The company tends to work in a group so that the environment of the working in the organization is proper which directly reflects on the section of the overall operation area. Moreover, how organic food would be beneficial for the health of the customers is an area, which should be addressed and known from the end of the customers. The main marketing approach, which is used, from the end of the company, is majorly linked to the factor of Consumer marketing manager. This is due to the factor that in most of the areas the factor of involvement of the product is crucial, by which the planning of the companies working can be included in the sector. In most of the sections, it can be seen that the infrastructure, which is prevailing in the working of the company, is changing and it directly reflects on the sector of marketing approach. In recent times, the customers are well aware of the quality of the products, which are being engaged from the end of the company, and a factor of trust is prevailing in the sector which directly helps the orientation factor of the company. The area of communication is another important aspect, which is focused from the end of the organization, which is crucial due to the factor that it helps in customer retention factor, which helps in the future sustainability factor of the company.

The main improvement area, which can be focused on the company, can be linked to the degree of product quality. In the area of organic food, it can be stated that the quality of the product is one of the important factors, which plays a very much important role (Bryła 2016). The importance of quality should be ever increasing due to the factor that quality improvement should be one of the motives of working of the organization, which can directly affect the area of customer’s attraction and customer indulgence factor. In most of the cases, customers tend to give more money for the best quality of food, which is related to the organic sector (Hartmann and Siegrist 2017). Relating to this factor the company should be putting proper audits, which would be directly helping in the sector of expansion of the quality of the food product, which is being delivered to the customers. The engagement factor of the customers is very much important which can be beneficial for the future working of the company.

Conclusion S119 MKT210 Consumer Behaviour

The report can be concluded on a note that the factor of organic food production in recent times is playing a very significant role. This is mainly because people always tend to be indulged in food products which are healthy, and which would not be affecting their health in a bad manner. The working of the Organic valley is one of the best examples in the context, which can be linked to the production areas of organic food and how it can make the life of the customers better.

References

Bryła, P., 2016. Organic food consumption in Poland: Motives and barriers. Appetite105, pp.737-746. Accessed from https://www.myassignmenthelp.xyz

Hartmann, C. and Siegrist, M., 2017. Consumer perception and behaviour regarding sustainable protein consumption: A systematic review. Trends in Food Science & Technology61, pp.11-25.

Lindh, H., Olsson, A. and Williams, H., 2016. Consumer perceptions of food packaging: contributing to or counteracting environmentally sustainable development?. Packaging Technology and Science29(1), pp.3-23.

Organicvalley.coop. (2019). Organic Valley | Farmer Owned Since 1988. [online] Available at: https://www.organicvalley.coop/ [Accessed 28 Mar. 2019].

Paddock, J., 2016. Positioning food cultures:‘Alternative’food as distinctive consumer practice. Sociology50(6), pp.1039-1055.

Rödiger, M., Plaßmann, S. and Hamm, U., 2016. Organic consumers’ price knowledge, willingness-to-pay and purchase decision. British Food Journal118(11), pp.2732-2743. Accessed from https://www.hndassignmenthelp.com

Thorsøe, M.H., Christensen, T. and Povlsen, K.K., 2016. “‘Organics’ are good, but we don’t know exactly what the term means!” Trust and Knowledge in Organic Consumption. Food, Culture & Society19(4), pp.681-704.

Xie, B., Wang, L., Yang, H., Wang, Y. and Zhang, M., 2015. Consumer perceptions and attitudes of organic food products in Eastern China. British Food Journal117(3), pp.1105-1121.

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