Understanding Post Purchase Behaviour among the Consumers towards Organic Food Products – A View from Health Management

Abstract

Introduction: Post-purchase behavior is actions and responses of consumers when they have purchased a good. This stage is important to understanding how the consumer perceives his or her purchase or whether it meets his expectations, which can affect decisions in future purchases and in brand loyalty. In the case of organic food products, post-purchase behavior encompasses various psychological, social, and behavioral factors that shape how consumers assess their experience with the product and determine whether they will continue purchasing organic food. Although organic food consumption decisions are driven by consumer interest in health and ethical principles, the post-purchase behavior of consumers is key to maintaining long-term growth.

Objectives: The study mainly aimed at understanding post purchase behaviour among the consumers towards organic food products in Erode District of Tamil Nadu, India.

Methods: 100 samples were chosen by convenience sampling in Erode District of Tamil Nadu, India. The questionnaire was designed to collect data from the samples. The Kruskal Wallis test was used in the study.

Results: Higher age groups of consumers perceive a higher impact on post purchase behaviour towards organic food products. The gender group "Male" has a higher mean rank, indicating they perceive a higher impact on post purchase behaviour among the consumers towards organic food products compared to other groups. The medium family size group, uraban residents and professional group has a higher mean rank, indicating they perceive a higher impact on post purchase behaviour among the consumers towards organic food products compared to other groups.

Conclusions: As the market for organic food expands, companies require greater insight into these post-purchase behaviors as a means towards developing loyalty and long-term customer satisfaction. Enhancing on quality of product, maximizing customer buying experiences, and the issue in relation to price and affordability will best serve a consumer and ensure an organic demand for a food product. The study concluded that to create a long-term customer relationship, understanding the factors influencing post-purchase behavior towards organic food is a key priority.