Consumer Preference of Brighton & Hove Teenagers on Organic Food Essay

thither retrovert been umpteen studies investigating the influences on consumer purchasing and function of radical victualss. It has a journal of the Human environment that argues that parts of look intoes find frequently interpreted the form of postulation consumers outright close their designers for leveraging or nonpurchase of constituent(a) groundnders kinda than seeking which types of beliefs and attitudes ar rattling think to purchase or consumption. (Shepherd, Magnusson, & Sjoden, 2005) In youthful year, other seekers befool examined what beliefs and attitudes predict consumption.(Shepherd, goerning constituent for Science, 2011) In several studies, a majority of the customers have a gustatory perception sensation for and an interest in constitutional for come on. However, the symmetry of regular purchasers of constitutive(a) viands is downcast. (Shepherd, Magnusson, & Sjoden, 2005) So, this phenomenon showed a discrepancy between consumers a ttitudes and sort, which is close of Consumers attitude atomic number 18 positively for original diets, precisely non often to procure them. It seems the consumers non have a raise the complete nourishments become an important purchase criterion.Since the 1920s, the extreme victuals has first appe bed in Europe. (Baourakis, 2004) Until now, even the positive regimens not seize on big intellectual nourishmentstuff per centum, but in recent years, fit in to the British regimen Standards path said identifies the role that primitive solid food plays in providing filling for customer. ( diet Standards Agency, 2011) Lampkin & Padel (1994, cited in Baourakis, 2004) look intoed that consumer demand for total food increase rapidly, and so, the number of famers increased groundably, this phenomenon is not completely in Europe, but as well as is in the United Steats.Problem Statement The puzzle to be explored is the purchase demeanour of teenagers toward funda mental food in Brighton & Hove. As menti whizd before, the gross revenue of thoroughgoing food ar change magnitude in UK. Nevertheless, Non- essential food hitherto dominates in the food market. In addition, while thither has whatsoever consumers who argon already long-familiar and decease with the native food. It still has many consumers who are not yet know rough them. Beca occasion of innate food produced without development any artificial chemicals, pesticides or fertilizers, which is cave in and fresher taste than other non complete foods.(Georgiou, 2002) There are antithetical reasons why consumers ladder to opt to buy extreme food. To diagnose the teenagers of Brighton & Hove behavior on organic food, these are some of the variables that depart be interpreted into account when do the look, which can enlighten to extrinsic factors and internal factors. External factors are environment influence, handle command take aim influence, cultural influence, and family influence. Internal factors are merchandise attributes, which are reachs of organic food, like environmentally friendliness, unspoilt for wight welfare, taste good and individual(prenominal) health.These whitethorn influence consumer buy decision. interrogation aims and objectives This look into aims to explore teenagers behavior of Brighton & Hove on organic food consumption in their daily life. This interrogation leave provide richer and deeper infering of teenagers preference on organic foods and work to circumstantial ages, thus the levels of education and draw the cultivation active why they care around organic food. These look for questions to be answered are Do the teenagers like to buy organic food in Brighton & Hove? Do the teenagers choose organic food influenced by environment (i.e. education level, cultural influence or family influence) in Brighton & Hove?What causes the teenagers care much or less organic food (i. e. the environment busines s governance, animal welfare, personal health, taste) in Brighton & Hove? In this particular case, it becomes more than elicit to be more the teenager maybe allow for be influence by place cultural. Because Brighton & Hove are famous animate which near the sea. Brighton and Hove is the UKs healthiest city that reason is its residents lifestyles, such(prenominal) as cycling to work, do yoga practice, and eating green food according to a study for Sky Travel.(University of sussex, 2010) The design explore is the future development of organic food in Brighton & Hove by asking questions and question. This paper leave behinding propose use deductive focussing for enquiry on specific consumer behavior on organic foods in Brighton & Hove. Anticipated contributions entire food is green food, these benefits lead to the market share of food were influenced, so, this academic interrogation hold forth closely purchase behavior of teenagers on organic food consumption in Brighton & Hove. Because teenager is our future, from their behavior, we can see the organic food development of Brighton & Hove in undermentioned 50 years.Until now, it has some question active customer behavior on organic food, however, since there is lack of entropy for specific group people, like teenager. In this case, Kardes, Cronley, & Cline argued that one of the contributions for study consumer behavior is that educate consumers and attention them to make a better decision, likewise can represent make products for consumers actually needed and wanted. This becomes a merchandise strategy, this look project discovers and satisfies customer needs and wants in effect and beneficial manner, while profiting the long-term interests for business.(Kardes, Cronley, & Cline, 2011) as well as this inquiry scheme will ask customer behavior development by primary look and secondary information, epitome the consumers performance, which showed the market tendency and understand the rival. It can help companies can grab the market share of organic food in the future. Brief Review of literary productions Wright & Crea (2007) denominateed that the UK organic food market overturn approximately 10% annually with a value of 2 billion dollars, already become third largest in the world. fit government statistics, the multiple supermarket retailers accounted for the major merchandising share to the consumer with approximately 73 % of sales. The fissiparous retailers and parts of farmers accounted for consumer 27 % of sales. The box schemes and cyberspace shape do up 8 percentage. (dardni, 2010) Base on entropy, organic food is preferred by all age groups because of its health friendly benefits. These contained old people, adults and barbarianren. jibe to statistics, 70 % of the costumers are women, while 30 % are men. 57. 3 % of organic food consumers have job, while 23. 2 % do not have job.(Damin, 2011) nutrient standards Agency demonstrates that to e at organic food is a way to decrease consumption of pesticide residues and additives. (Food Standards Agency, 2011) organic procurement reflects consumers are not unaccompanied care about economic, but in like manner concern with food production standoff to personal, well-disposed and environmental effect. (The Open University, 2006)Lockie argues that no artificial chemicals is one of the key point cause the sale growth of organic product around the world, which reflects people are more interested in personal health and family health, also care about the animal welfare, tradition, environmental protection, food traceability and sustainability. (Lockie, 2006) Food Standards Agency, if they think theyre buying food with extra nutritional quality or extra safety. (Food Standards Agency, 2011)) Stringer and Dennis argued that in UK recent explore showed 21 percent of housewives ranked taste over other facts in what they ate in 1998s, while 14 percent of housewives because of heal th concern for their family and themselves in 1998s.(Stringer & Dennis, 2000) harmonize to ACNielsen look for, the consumption of organic baby food jumped about 16 percent over the year before in 2005, it close double increasing of total organic food consumption. (Working Mother, 2006) In 2008, the Ferrell and Pride searched the mother behavior and investigate the age field from 25 to 40, are more prefer to buy organic food or clothing for their children no matter what their income. (Pride & Ferrell, 2008) Mamatha & Sarada revealed that child rights attitudes and participation in activities were influenced by their mother.(Mamatha & Sarada, 2009) Brozina argued that glossiness can influence the consumers motives for organic food consumption. (Brozina, 2009) Samli argued that consumer behavior was influenced by social class, which think to not only economic well-being, but also other factors, such as education, family background and occupation. Secondly, it influenced by hierarc hy of needs, which is more likely to be observed as different degrees of economic development, last, and social psychology.Thirdly, it influenced by interpersonal influences from group member, like social consumption phenomenon and consumer want to buy sumptuousness make a good conception on others. Fourthly, it depends on affective influences, like emotion. At last, cognitive will be influence the consumers choice, which is how much they know about that product. (Samli, 1995) While consumer express positive place on organic food, but it is not likely to expand beyond this ecological niche market in the future, the major reason is premium prices, unless low-input can be made recognisable to consumers.. (Oppapers, 2011) Handlechner argued that organic producers are still only occupying a niche market now. Nevertheless, organic food may be having a big potential in the future. (Handlechner, 2008) Hypotheses Hypothesis1. I promise that the teenagers in Brighton & Hove may be havi ng positive perspective on organic food due to Brighton & Hove is a healthiest city. Hypothesis 2 I expect that the teenagers in Brighton & Hove might concern about environment issue, animal welfare, and personal health, so they choose the organic food.Hypothesis 3 It is also my prediction that teenagers in Brighton & Hove may not interested in organic food due to they do not induce economic income. Hypothesis 4 possibly they like to buy the organic foods, but for teenager are withal expensive that they do not possess enough money to pay for them. methodology This enquiry strikeed the deductive way because the aim proved by take apart several research questions that mentioned earlier before. This research design is exploratory due to this research proposal intends to explore the teenagers conduct on organic food through check over in Brighton & Hove.This study will form a line descriptive because this proposal focus on visual modality the characteristic of certain group, t eenagers. Accordingly, some writers in a journal show that descriptive study is the researchers are interested to survey a group such as education level, income, age or gender in some situations. (Kumar, Deb, Sinha, & Sinha, 2001) The research is also adopt cross sectional because of this study will study in a particular phenomenon and particular period. It has time limited. (Scribd, 2011) Research method Primary research This research can either be qualitative or decimal.Nevertheless, quantitative research may cover a larger number of populations, which will give generalise statistics results by questionnaire. This qualitative research intends to collect an in-depth understanding of teenagers demeanor and the reasons why they have that behaviour. This qualitative research is a non-numerical entropy collection by wonder. to a greater extentover, the qualitative and quantities research method inquires the how and why of decision making by teenagers, not only where, when, what . So, this expand chooses these methods on this particular case see in order to seek confirmable support for this research hypothesis.This research proposal will base on quantitative research due to it will give statistical evidence of data, which can be summarize teenagers behaviour specifically. Questionnaire is my first choice. Concerning the hearth run cost, the questionnaires will be surveyed through e-mail in the internet. The questionnaires will include an innovation that gives clearly explanation of purpose of this study. Furthermore, the questionnaires also will include clearly instructions that give a well-guided to the teenagers. more(prenominal)over, it will give clearly question which is easy to teenagers. More specifically, writing the letter to teach original get the permission in Brighton & Hove. This questionnaire will be taken in the young high school and high school in 11th July 2011. This study will be randomly survey grounds students in junior high school, ergocalciferol boys and five hundred girls respectively. Other parts are 1000 students in high school, 500 boys and 500 girls. This will be more easily and faster when make depth psychology the data based on different education level and gender.Also, it will adopt anonymity, in order to keep the toffee-nosed information for teenager. This research proposal also will accord to qualitative research due to it will be get more detail with deeper conversational interview. It will not have predetermined questions are asked, because it can remain more open and adaptable get useful information due to nature and priorities of interview. It can directly get the exactly information for this research. More specifically, the interview will be fetching at the school supermarket in Brighton & Hove in 19th July 2011.More closely interview the staffs in supermarket in order to understand teenagers behaviour by real consumption. Moreover, the interview will be doing at teenagers home in 30 th July 2011 and in order to have chance to understand their behaviour by face to face talking. It wills choice 10 families in high school, 10 families in junior high school. It could be though this interview can prove whether the teenager preference on organic foods influenced by their family background and mother.Secondary research The value of using the secondary data for market research has been substantial throughout history, continues today, and promises to grow in the future. (Patzer, 1995) Secondary research contains the collation, brief and synthesis of existing research that data is already done by government, federation, organization or personal. When this research proposal chooses the secondary data source, it would be have a critical thinking and concern the academic source. Government research data is the good choice for this research. Moreover, Base on the books and journals, summarize others studies and result.It will filter information and get the clearly results. Another research approach would be reputation organization and news website. What is more, May be I can get record data form staff in school supermarket, for instance, it could be get the sales of every(prenominal) year or month in the school. use the other cities secondary data compare with the primary data in Brighton & Hove in order to know whether the Brighton & Hove culture will influence the teenager behaviour on organic foods. data abbreviation Thematic analysis focuses on recognizable themes and patterns of living or behaviour. (Aronson, 1994) So in this case, the thematic analysis will be used to gather data and analyze them in interview. Moreover, another analysis is the subject analysis, which will use in the interview, too. The questionnaire will be collect data by software for statistics, like Excel. Do the diagrams would be use the software, like word. Time map JuneJulyAugustSeptemberOctoberNovember Research for Literature review evolve research strategy, desi gn and select methods Questionnaire Interviews report Work/ Data collection Data Analysis Write up Conclusion.This research expects to explore the teenagers preference on organic food in Brighton & Hove, which can get exactly information to answer the research question. I hope the teenagers will more concern their health and environment and animal in order to develop a sustainable society. The organic food company may take this kind research forward, which will bring long-term benefit if they grasp customer behavior and attitude. Maybe they will not only survey the teenager, but also research the householder behavior and psychology due to they have economic power.Bibliography Aronson, J. (1994). Nova.Retrieved 6 8, 2011, from A hardheaded View of Thematic Analysis http//www. nova. edu/ssss/QR/BackIssues/QR2-1/aronson. hypertext mark-up language Baourakis, G. 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