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 using a five-stage procedure developed by Engel, Kollat, and Blackwell. Methodology: This confirmatory study measures the five stages of consumer behaviour developed by Engel, Kollat, and Blackwell. This study was conducted among 182 respondents living in the Tiruchy urban area. Data Analysis: The collected primary data was finally entered for analysis using statistical software SPSS 20. The frequency distribution table was used to determine the position of respondents who participated in the study. The confirmatory analysis has been conducted to assess the influence of each stage of the consumer behaviour process on 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 a positive effect on the consumer’s evaluation process
Keywords: Consumer Behavior – Engel-Kallat-Balackwell model – Path analysis – Organic food product
Scope of the Article: Business and Marketing