Published on: May 2026
AN EMPIRICAL AND COMPREHENSIVE STUDY ON CONSUMER AWARENESS, PURCHASE BEHAVIOUR AND THE IMPACT OF RURAL MARKETING STRATEGIES ON THE ADOPTION OF ORGANIC AGRICULTURAL FOOD PRODUCTS AMONG RURAL CONSUMERS WITH REFERENCES TO TUMAKURU DISTRICT , KARNATAKA
Dr. Divya Thankom Varghese
Miriyala Rupa Santoshi,Shazia Khanum Yunus,Syed Akbar Hussain
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Abstract
The growing awareness of health, environmental sustainability, and chemical-free food consumption has increased the demand for organic products in India. However, the adoption of organic products in rural and semi-urban markets remains limited due to low awareness, high prices, inadequate promotional activities, and limited availability. This study titled “An Empirical Study on Consumer Awareness, Purchase Behaviour, and the Impact of Rural Marketing Strategies on Organic Products in Tumakuru District” aims to examine consumer perception, buying behaviour, and the effectiveness of rural marketing strategies related to organic products.
The study focuses on identifying the factors influencing consumers’ purchase decisions, such as awareness, price, quality, accessibility, and promotional activities. The research adopts a descriptive and analytical research design using both primary and secondary data. Primary data will be collected through structured questionnaires from consumers in rural and semi-urban areas of Tumkur district. Statistical tools such as Percentage Analysis, Chi-Square Test, Correlation, and Regression Analysis will be used for data interpretation.
How to Cite this Paper
Varghese, D. T. (2026). An Empirical and Comprehensive Study on Consumer Awareness, Purchase Behaviour and the Impact of Rural Marketing Strategies on the Adoption of Organic Agricultural Food Products among Rural Consumers with References to Tumakuru District , Karnataka. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.436
Varghese, Divya. "An Empirical and Comprehensive Study on Consumer Awareness, Purchase Behaviour and the Impact of Rural Marketing Strategies on the Adoption of Organic Agricultural Food Products among Rural Consumers with References to Tumakuru District , Karnataka." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.436.
Varghese, Divya. "An Empirical and Comprehensive Study on Consumer Awareness, Purchase Behaviour and the Impact of Rural Marketing Strategies on the Adoption of Organic Agricultural Food Products among Rural Consumers with References to Tumakuru District , Karnataka." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.436.
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- •Peer Review Type: Double-Blind Peer Review
- •Published on: May 14 2026
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