SOCIO-ECONOMIC PROFILE AND CONSUMER BUYING BEHAVIOUR TOWARDS ORGANIC HONEY: A STUDY OF DEHRADUN DISTRICT, UTTARAKHAND

Abstract: Organic honey is emerging as a high-value niche product in India, and hill districts such as Dehradun in Uttarakhand possess considerable natural potential for its production and marketing. However, the demand side of this market — who the consumer is and how that consumer actually buys — remains poorly documented. This paper draws on two objectives of a larger field-based study of 120 consumers and 27 market functionaries in the Doiwala and Vikasnagar blocks of Dehradun district: (i) to examine the socioeconomic profile of organic honey consumers, and (ii) to analyse their buying behaviour in terms of awareness, information sources, purchase frequency and quantity, place of purchase, brand preference, factors influencing choice, and satisfaction. Percentage analysis, the Chi-square test of association, and Garrett's ranking technique were used. The typical consumer is found to be middle-aged, well-educated, and from a middle-to-upper income household. Awareness of organic honey remains only partial for nearly half the sample, word-of-mouth is the dominant information channel, and perceived purity and seller trust outweigh formal certification as purchase drivers. Household income and educational qualification are both significantly associated with purchase frequency and certification awareness respectively. The findings point to a clear gap between the district's production potential and the maturity of consumer-side market institutions, particularly around certification and trust-building.

Keywords: Organic honey, consumer behavior, socio-economic profile, Garrett ranking, Chi-square test, Dehradun, Uttarakhand

Author: Vaibhav Vishal, Nitin Barker and Ekta Masih

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