Buying of Organic Food in Multan (Pakistan) “A Case Study of Consumer’s Perceptionsâ€

Organic product can simply be marked as a safe product because it comes from the organic fields (from organic farming). This food can definitely prevent humanity from different type of health hazards. Unfortunately, organic products have premium market, which may not be available to the whole population due to the prices constraints. The aim of present study is to gain knowledge about consumer’s perception towards organic food. The study was conducted in Multan with the sample size of 300 respondents. Simple random technique was used to collect the data with the help of pre-structured questionnaire. Statistical Package for Social Sciences (SPSS) was used to analyze the data by computing weighted score, rank order, mean values. Results of the study show that 60.0% of the respondents were female. Almost 95.0% of the respondents were literate while 35.0 % respondents aware with organic food. The most important attributes of organic products that appeal consumers are its health benefits, pure food properties and environment friendly. The results of the study indicate that there is dire need to create awareness about organic food among consumers. It is assumed that the findings of this study will be helpful for further Marketing purposes.