A STUDY ON CONSUMER SATISFACTION TOWARDS ORGANIC FOOD PRODUCTS WITH SPECIAL REFERENCE TO COIMBATORE CITY

Abstract: The increasing awareness of health, environmental sustainability, and food safety has significantly influenced consumer preferences toward organic food products in recent years. This study examines the level of consumer satisfaction toward organic food products with special reference to Coimbatore. The research aims to identify the factors influencing consumer purchase decisions, evaluate satisfaction levels, and understand consumer perceptions regarding the quality, price, availability, and health benefits of organic food. Primary data were collected through structured questionnaires from consumers who regularly purchase organic products. The study analyses demographic characteristics, buying behaviour, and key determinants such as product quality, trust, certification, and awareness. Findings indicate that consumers generally perceive organic food as healthier and safer compared to conventional alternatives. However, factors such as higher price, limited availability, and lack of awareness among certain consumer groups affect overall satisfaction.

Keywords: health, environmental sustainability, purchase decisions, quality, price, availability, etc.,