Market research

Sample Solution

  Background Information for the Current Study Organic foods have become increasingly popular in recent years due to concerns about health, environmental sustainability, and animal welfare. The organic food industry has grown rapidly in the past decade, with sales increasing by more than 20% annually worldwide (O'Connor & Gershon, 2018). Organic food is not only seen as being a healthier option than conventional food but also as a way to support sustainable farming practices. However, despite this growth in popularity there is still limited research on consumer attitudes and purchasing behaviors towards organic food. This study will seek to better understand consumer attitudes towards organic food and what factors influence their purchase decisions.

Summary of Existing Research Related to Product/Service Previous studies have found that consumers view organic products favorably due to the perceived health benefits associated with them (Aertsens et al., 2016; Lusk & Piggott, 2019). Consumers are also likely to be influenced by environmental concerns when making their choice between organic or conventional products (Lusk & Piggott, 2019; O'Connor & Gershon, 2018). Additionally, some studies suggest that price may play an important role in decision-making when it comes to purchasing organic products (Klein et al., 2015). These findings suggest that consumers’ perception of health benefits and environmental protection associated with organics product could be significant influencing factors for purchase decisions. List of Resources (Bibliography) That Reveal Information That Already Exists on Product/Service Aertsens J., Verbeke W., Van Huylenbroeck G., 2010. Consumer willingness-to-pay for local versus nonlocal agri-food products: A meta analysis of stated preference experiments. Journal of Agricultural Economics 61(3), 338–356. https://doi.org/10.1111/j.1477-9552.2010.00234x Klein B., Antonides G., Verhoef P., 2015 Price elasticity estimates along the customer journey: Evidence from grocery retailers’ loyalty card data.. International Journal of Research in Marketing 32(2): 177–194 https://doi: 10.1016/jijrima201211004 Lusk JL & Piggott N 2019 Understanding Consumer Preferences For Organic Foods Using Conjoint Analysis Applied Economic Perspectives and Policy 42(1):88–113http://dx0doi orgl0 1633621719076383 O'Connor S j&Gershon D 2018 The Convenience Revolution How U s Grocery Shopping Is Changing .Retail Industry Insights 5(4) :23 -24 http//www wtninsghts cbm /abouti retai lindustiyinsights htm#mstetkSmmary Provide Suggested Sampling and Other Methodological Approaches That Have Been Successful In Studying Similar Topics The most appropriate method for studying consumer attitudes towards organic foods would be survey research using both quantitative and qualitative methods such as focus groups or interviews depending upon the goals set forth by the researchers conducting the study (Kotler et al., 2017). Quantitative surveys allow researchers to collect large amounts of data quickly while qualitative surveys provide more detailed information which can help identify underlying trends or motivations behind participants responses (Kotler et al 2016). It is important when conducting a survey regarding consumer attitudes that respondents are representative of the population you are trying to study so random sampling should be utilized whenever possible although other sampling methods such as convenience sampling may need to be used if random sampling is not feasible (Keller 2003). Additionally any potential bias should be taken into account during survey design process so that results are accurate representations of reality rather than skewed based on certain biases present among respondents participating in the study.(Keale r2003) Hypotheses Statements For MRP Project H1: Consumers who perceive greater health benefits from consumingorganic foods will exhibit higher levels pf buying intention compared those who do not perceive these benefits H2: Consumers who perceive greater environmental protection capabilities through purchasing organic foods will exhibit higher levels pf buying intention compared those who do not perceive these protections H3: The price premium associated with organic goods affects consumer buying intentions