Estimating The Engel-Kallat-Balackwell Measurement Consumer Behavior Model for Organic Food Products
I Narsis
Dr. I Narsis, Assistant Professor, Department of Commerce, Government Arts College (Affiliated to Bharathidasan University), Tiruchy (Tamil Nadu), India.
Manuscript received on 18 May 2023 | Revised Manuscript received on 25 May 2023 | Manuscript Accepted on 15 June 2023 | Manuscript published on 30 June 2023 | PP: 1-7 | Volume-9 Issue-10, June 2023 | Retrieval Number: 100.1/ijmh.J16160691023 | DOI: 10.35940/ijmh.J1616.0691023
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Abstract: Purpose The study analyses consumer purchasing behavior using the Engel-Kallat-Balackwell model, focusing on organic food products.Objective:This research paper’s main objective is to understand customer purchasing behaviours for organic food items utilizing a five-stage procedure created by Engel-Kallat-Balackwell. Methodology: This confirmatory study to measure the five stage of consumer behavior developed by Engel-Kallat-Balackwell. This study conducted among 182 respondents who are living in Tiruchy Urban area. Data Analysis: The collected primary data finally entered for analysis using statistical software SPSS 20. The frequency distribution table used to know the position of respondents participated in the study. The confirmatory analysis has done to know the influence of each stage of consumer behavior process to the next. Findings: It is found that awareness of organic food makes the consumer go further to gather more information about it and gathering further Information about organic food has positive effect consumer’s evaluation process
Keywords: Consumer Behavior – Engel-Kallat-Balackwell model – Path analysis – Organic food product
Scope of the Article: Business and Marketing