Thesis (M.Com. (Research))--University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences, 2015 / Amid the global drive to promote environmentally less threatening food production methods, marketers have been exposed to many opportunities as well as challenges, in their desire to profitably satisfy consumers‟ ever-changing needs and wants. In South Africa today, the organic food drive is budding, with key hypermarkets stocking an ever increasing collection of such foodstuffs. Of late, interest and consideration towards organically produced foodstuffs and purchasing intentions thereof have been augmenting in importance amongst many consumers, in their response to concerns about the effects of conventional farming practices on human health, environment, and food safety among others. As many consumers are increasingly becoming conscious about the positive benefits of non-conventional foodstuffs, marketers are now forced to devise new strategies that effectively incorporate these highly sought organic produces. For this reason, organic farming has been regarded as the best and most attractive alternative to inorganic farming and has led to the production of „new‟ foodstuffs. Consequently, the purpose of this study was to determine the antecedents of consumer purchase intentions for organic food in Johannesburg, South Africa. This study used a survey questionnaire for primary data collection and the gathered data was used to quantitatively test the hypotheses. Through Analysis of Moment Structures (AMOS) statistical software and by means of Structural Equation Modeling (SEM), the significance of the variables of this study was determined from a sample of 305 respondents across Johannesburg. Confirmatory Factor Analysis (CFA) was used to check model fit, reliability and validity of the measurement instruments while Path Modeling checked model fit and was ultimately used for hypothesis testing. The findings revealed that attitude was the key antecedent that provided the highest level of explained variance in consumer purchase intention for organic food while Woolworths was the most popular retail outlet for organic food. The findings of this study are thought to have contributed immensely to both theory and correspondingly informed practice. Likewise, the same results will continue to provide meaningful theoretical along with practical ramifications to concerned stakeholders. Indeed, it is also anticipated that the findings of this study will go a long way in guiding future research endeavours.

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Abstract The purpose of this study was to investigate how grocery stores perceive the increasing demand for organic food among Swedish consumers. Furthermore, I have studied how Swedish consumers perceive the supply of organic foods in grocery stores. This comparative study aimed to shed light on the problems and opportunities this development brings, and how the control of organic food is conducted. The primary source for the results consisted of information gathered from two surveys: a consumer survey and a store survey. The majority of grocery stores in this study answered that there has been an increase in sales of organic food and this trend is noticeable. More consumers are demanding organic food in the stores and shortages in the organic supply is becoming increasingly prevalent. This development encouraged consumer’s environmental awareness in the grocery store and promotes increased interest in how the goods are produced and transported. Large areas of agricultural land should be converted to organic agriculture to meet this increasing demand for organic food. Some studies have proven large scale- shift to organic farming without food shortages. Sweden has both preconditions for sustainable agriculture produced with local renewable resources and has the most stringent regulations and higher standards in food production than other countries. Therefore, local production needs to be prioritized. A sustainable agriculture is a necessity in the future; that can both reduce its carbon footprint and at the same time respond to the world's increasing food supply.

The organic food market in Sweden has grown continuously in the last decades. This led many retailers and small stores to start selling organic food as well as extending their organic food assortment and variety extensively. In this thesis our purpose was to analyse the Swedish organic food market in terms of competition and business level strategy. The two main players in the market (ICA and Coop) were chosen to be analysed in more detail as well as a local store (Bikupan). The results of the local store were generalized for other small and local stores in Sweden. This was done to get a better picture of the market and about how the companies in the Swedish organic food market compete with each other. Our data was collected by doing three semi-structured interviews, two with Coop and one with Bikupan. Furthermore, we sent out one questionnaire to ICA. In the case of Coop, we interviewed the manager for sustainable development and one specific Coop store due its interesting concept “Green Room” where almost only organic food is sold. The answers were then linked with our general findings about the market as well as our theoretical framework and the following findings were made: ICA and Coop are the main competitors followed by Axfood there are not many differences between ICA and Coop competition is to some extent based on price increasing pressure on small, local stores due to the main players’ ever increasing market coverage ICA is closest to be the cost-leader, whereas Coop is somewhat more focusing on differentiation. Small, local stores are truly differentiated compared to Coop and ICA.

Organic food has drawn attention of more and more consumers. As a result, many researchers have attempted to explain the motivations and marketing issues relevant to the topic. The previous studies provide some conflicting results and could not produce a comprehensive understanding of organic food consumers in China. Given the present research, this paper attempts to conduct a comprehensive study of organic food consumption by examining a variety of factors influencing the consumption of organic food and provide some marketing implications through a survey of young consumers in a large metropolitan area in China. The results have shown that the revised TRA model has been successfully applied in this study. The research has concluded that “food safety”, “nutrition”, and “environmental friendly” are significant factors to impact the purchase of organic food while considering the demographical variables. In addition, the study found that consumers prefer vegetables, fruits, grain and beans, milk, meat and eggs to be organic, which are ranked according to the degree of preference. Moreover, the research suggests that the main barriers bringing about the gap between attitudes and behaviors are price, the distrust on certifications of organic food, and unavailability. These findings have implications for marketing communications to consumers and potentially for organic product development.

Abstract Title: Visual merchandising of organic versus non-organic products in supermarkets Authors: Alma Bolmstedt Svanqvist & Malin Carlén Supervisor: Mikael Hilmersson Examiner: Thomas Helgesson Level: Bachelor thesis - Marketing Keywords: Visual merchandising, Supermarkets, Groceries, Organic food. Research question: ”How and why do supermarkets distinguish and implement the presentation and visual merchandising of organic food from non-organic food?” Purpose: The purpose of this research is to provide new theoretical contribution of how the major food chains are working with visual merchandising and specifically how they differentiate organic products from non-organic products. This is to increase understanding of the specific topic for future research as well as for established and new companies that enter the organic food market. Methodology: This study is based on a combining research approach, which includes both a deductive and an inductive approach to answer the developed research question.Frame of references: Previously research regarding theories of consumer behaviour, Visual merchandising, Sensory marketing and visual elements and visual merchandising techniques are presented. Empirical findings: Primary data was collected and presented from three Swedish supermarkets. Analysis: The analysis compares the collected empirical data with the theoretical framework. Conclusion: The findings shows that the supermarkets studied in some areas distinguish between organic and non-organic products when planning the product presentation. However, the empirical result does confirm that those supermarkets do invest in organic products and that they are trying to increase the sales. A conclusion can also be made that much effort are invested in the planning process of visual merchandising.

When it comes to food, college students need help selecting healthy food choices. Students are presented with many options to purchase food at grocery stores and restaurants and many of these options include organic food. Previous studies have demonstrated a need to investigate the college demographic and their purchasing habits when selecting food. The growth of news television channels, the Internet, magazines, and reality television have given the public a variety of choices to get their information. However, the credibility of their sources is not always trustworthy when it comes to agriculture. The goal of this study was to determine students’ perceptions of food and factors that influence purchasing decisions. Texas A&M University U4 classified students in the departments of political science, animal science, biology, and agricultural leadership, education, and communications (n=578) received an online survey. The survey identified students’ perceptions of food, the sources of information used to find food, food attributes, and the demographics that influence willingness to pay for food. Students in this study were more knowledgeable than previous studies with 70.4% of students identifying the correct definition of organic and 67% correctly recognized the USDA organic seal. This study also suggests that labels influence their opinion of food and ranked package information as the most important factor when ranking food attributes. Also, the study found that family does influence students’ decision to purchase food and celebrities influence student’s students’ perceptions of organic food.

The paper studied the structure of meals in selected restaurants in the Czech Republic and compared with selected Austrian catering facilities. The analysis shows that Austria is against the Czech Republic ahead of not only the quantity used in organic food, but also in the knowledge that is related to organic food. And not just in public catering facilities, but also in households. In the questionnaire survey was to determine knowledge about organic foods, the principles under which they were prepared, where you can buy at what price range varies. About the quality of organic food, people's interest in organic food, organic food as often used in homes both Czech and Austrian. Were also detected in the possibilities of school catering facilities, the reasons why organic food is often used and more. All of this was examined children's nursery school, primary school pupils and college students and executives interviewed kitchen. The result is that in the Czech Republic are used almost exclusively organic foods at home and rarely. While in the kitchens of school facilities for them is great interest either from the kitchen diners and employees. By contrast, in Austria, organic food is commonly used both in households and in public catering facilities and thein use is considered an asset. SWOT analysis derived from several sources provided by the Ministry of Agriculture, shows the appropriateness of inclusion of organic food to offer menus. Understanding the concept of organic food is gradually increasing, from our survey suggests that this concept students know 72% and 75% of staff kitchen. In Austria, this question knew the answer 100% of the respondents. 13% of respondents would welcome the offer of meals of organic foods in their cafeterias, dining halls in the Austrian would appreciate higher proportion of organic food. 60% of students in the questionnaire said that they can byu organic food in supermarkets, while in Austria prevails buy organic food directly on the farm. Most in the Czech Republic to sign purchase organic fruits and vegetables, in second place as milk and dairy products. In contrast to Austria, where most purchases organic milk and dairy products, fruit in second place and third place is vegetables.