THE RESEARCH OF CONSUMERS AND THEIR HABITS IN THE ORGANIC PRODUCTS MARKET

Abstract

It is important for every consumer that the product he
consumes is of good quality and safe for his health. An organic
product for the consumer means quality and health. It is of crucial
importance to look into the the organic food market, and based on that
determine what the goals are and create a strategy to achieve the set
goals. The organic market is the main source of information for
organic food producers. Before organic products are being placed on
the market, the target group of consumers to whom the marketing mix
will be directed should be determined on the basis of information from
the market. Various surrounding impulses affect consumer behavior,
so it is necessary to continuously monitor all important factors, in
order to meet consumer demands in a timely manner. Consumer
behavior in the market is the result of the tendency of consumers to
best meet their needs and desires. The goal of the research is why and
how consumers buy and consume certain products,respectively, what
are the motives for their purchase. The research was conducted in the
period from September until Decembre 2020. on the sample 250
respondents in the territory Republic Serbia.Field research was
conducted through a questionnaire consisting of seven question and
based on the answers received, the results were processed. The most
important indicators of this research are that consumers are less likely
to buy organic products due to the lower purchasing power of the
population, but also insufficient information, and the main motive for
buying is that organic products are healthy products.