Price sensitivity of consumers to organic food and the most frequently purchased categories of organic food

Abstract

The aim of the study is to validate a model of consumer behaviour towards organic foods, in particular processed ones, the target population consists of two non-random samples. Two different questionnaires were used to study the two populations, but with several common questions. The aim is, through two parallel studies, to establish in which aspects there are discrepancies between the viewpoints of the respondents, with the aim of offering a different marketing approach and attracting them to the market. The authors of the study examine the consumers of organic products in Bulgaria and their specific market behaviour when buying organic foods, the relationships between their price sensitivity and the external distinctions of the products such as brand, geographical origin. Investigate whether there is a relationship between gender and number of family members, frequency of shopping and the most frequently purchased food categories.