Estimating The Engel-Kallat-Balackwell Measurement Consumer Behavior Model for Organic Food Products

Abstract

Purpose The study analyses consumer purchasing behavior using the Engel-Kallat-Balackwell model, focusing on organic food products.Objective:This research paper's main objective is to understand customer purchasing behaviours for organic food items utilizing a five-stage procedure created by Engel-Kallat-Balackwell. Methodology: This confirmatory study to measure the five stage of consumer behavior developed by Engel-Kallat-Balackwell. This study conducted among 182 respondents who are living in Tiruchy Urban area. Data Analysis: The collected primary data finally entered for analysis using statistical software SPSS 20. The frequency distribution table used to know the position of respondents participated in the study. The confirmatory analysis has done to know the influence of each stage of consumer behavior process to the next. Findings: It is found that awareness of organic food makes the consumer go further to gather more information about it and gathering further Information about organic food has positive effect consumer's evaluation process.