A Study on the Consumer Perception towards Organic Food Products in Punjab

As the population is increasing all around the world, and to have good quality food is now becoming a challenge for everyone. On another side food that is grown with unhealthy practices is also paving the way towards an unhealthy body prone to diseases. There is a huge gap between customers’ expectations and market supply, especially in terms of quality and their price. This study aims to investigate the influence on buying decisions and challenges towards healthy food accessibility. We have used cross-sectional survey data and analytical methods used in the study were Pareto analysis and Garret ranking method. Descriptive statistical analysis was used for the study, and to segment the organic consumers, we have used factor analysis. The study found that Demand and supply have a massive gap and this gap is an opportunity for other farmers that is why new producers can serve and cash benefits.