International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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INFLUENCE OF PRODUCT ATTRIBUTES IN ATTRACTING WOMEN CONSUMERS TOWARDS PURCHASING ORGANIC PRODUCTS

    2 Author(s):  R.PADMAVATHY,DR.D.GANESAN

Vol -  11, Issue- 1 ,         Page(s) : 29 - 38  (2020 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Increasing demand for organic products and increasing health consciousness among individuals in the present scenario has led the researcher to learn about the buying behaviour of organic products. Women consumers are targeted as they are highly influenced by the product attributes in an intensive manner. The intention of this paper is to present an empirical analysis to analyze the purchasing decision of women consumers on the basis of certain product attributes that women are attached to. The identification of these attributes assists the marketers and producers of organic products to comprehend the decision making process of female consumers and thus predict the future actions of women consumers with respect to purchase of organic products.

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