Trends in Organic Products Retailing a Concept under Environmental Marketing Vidya L Akshatha S Srivenkateshwara College of Engineering The research is conducted to create the awareness among the people how are called as the customers in marketing, in years the various retails are selling organic products in India, these products are manufactured & grown without using any chemicals.this kind of products does not harm the environment & will the solution for the various problems in the protection & conservation of the environment. The role of retailing is immense in the economic development of country here different retail stores are proving organic products like naturally made cosmetics, organic food products which are really essential for the present condition of our country. The environmental marketing can be successfully implemented by the retailing because the maximum number of people if they start using chemical free organic products the soil fertility can be restored & the health of the customers can also be protected. The overall marketing of the eco-friendly products such as organic products can bring about the solution for the environmental issues of farming; it is find out that there are some disadvantages in this recent trend of providing organic products to the consumers by the retail formats. Keywords: Environmental Marketing, Organic Products, Retail Formats, Soil Fertility, Healthy Life Style. 1. Introduction Earth is right planet placed from the right star in the right place unfortunately people living on the earth are not right people they destroying the earth s environment by the daily activities. The reason why the environmental marketing is selected to conduct the study on organic products in retailing is the daily requirements of the people ii our country is fulfilled by the different form of retailers. ISBN 978-1-943295-10-4 62
The various forms of retail stores vary from a small kirana store to a hypermarket, the contribution of retailing in the development of a country is very intense because 1. When Indians stopped purchasing products, the economic development of china reduced. 2. As patanjali started producing ayurvedic products at reasonable price & again our country people started buying Indian brands the unilever introduced liver ayush & many other brands started producing natural & organic products like Himalaya, Biotech, Dabar etc. 2. Environmental Marketing The concept of environmental marketing is that the products which are manufactured should not affect the environment at the same time the development of the country should happen without affecting the environment. The overall marketing activities like product designing, Placing, promotions should happen in such a way the planet earth should be protected & prevented from various chemicals which are going to affect the fertility of the soil. 3. Organic Products Organic products are grown under a system of agriculture without the use of chemical fertilizers and pesticides with an environmentally and socially responsible approach. This is a method of farming that works at grass root level preserving the reproductive and regenerative capacity of the soil, good plant nutrition, and sound soil management, produces nutritious food rich in vitality which has resistance to diseases. These products are useful to protect the customer health & to satisfy the needs of consumers, in present situation where the customers are also happy with the products & at the same time the environment is also saved from hazardous chemicals. A product which has ecological attribute the use of green products its aim to prevent pollution and reserve resources, the problem of green product use is its cost and that no many consumers could afford it especially in developing countries when the income is low. 4. Role of Retailing The retail formats vary from one place to another place they also vary in size & assortment of the products, the retail formats provide organic products like food stuff millets, pulses, fruits, vegetables cosmetics, herbal toiletries. These products are sold by different retailers in ISBN 978-1-943295-10-4 63
departmental store, specialty stores, category stores like Godrej s nature basket, all seasons, super markets like reliance fresh, more, star daily, hyper markets etc., The role of retailers is very high they should provide good quality of the products & they should also market the products by keeping environment in mind that natural resources should not be harmed. 5. Need for the Study The organic products manufactured using naturally available raw materials which will neither effect the environment nor the consumer so the study of this kind of products is very essential due to increase in the impact of chemicals which are affecting both the planet as well as the health of the consumers. 6. Literature Review 1. Green marketing & sustainable development-challenges & opportunities by Anirban Sarkar, International journal of marketing, financial services & management research. 2. Eco-labeling schemes demand independent third-party certifications that the product concerned meets the predefined standards, ensuring strict and continuous compliance with the AIMA Journal of Management & Research, February 2014, Volume 8 Issue 1/4, and ISSN 0974 497 Copy right 2014 AJMR-AIMA standard by producers. Consequently, the managing label guarantees the correctness of the claim of the eco label (European Commission Homepage). 3. Global Journal of Management and Business Research: E Marketing Volume 15 Issue 5 Version 1.0 Year 2015 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Green Marketing: A Study of Consumers Buying Behavior in Relation to Green Products By Wong FuiYeng & Rashad Yazdanifard. 7. Objectives 1. To identify the awareness about organic products. 2. To spread the importance of organic products in present lifestyle. 3. To analyze does retail formats are really selling organic products. ISBN 978-1-943295-10-4 64
8. Research Methodology There are two methods to collect the data in research methodology like primary data & secondary data, in the study only secondary data used as a source to collect the information. The research can be done using the various sources of information pertaining to the title of the study is collected in two forms one is primary data the facts are collected directly from the people as a source of information, here as time was a constrain the primary data is used, in the study only secondary data used as a source to collect the information. Findings There some advantages & disadvantages are found in the studies which are as follows: Availability of organic products: The organic products are not available in all the places still many there are retailers who sell the products which are produced using chemicals, only few specialty& category stores are selling these products, only in cities the organic products are sold in the semi-urban locations, the availability is very low. Awareness The awareness about organic products is also an important area to focus on because the people are not aware about the availability as well the importance of the these products are also not still understood by the people, at the same time the farmers should also take care to grow the organic products, they only look for the yield & disease resistant varieties of crops instead of organic foods, this an important finding which plays a very important role in preventing the fertility of soil as our environment protection. Reliability The organic products are sold in few retail stores the assortment is huge but it is found that most of the time the retailers sell the products with some labeling on almost all organic products, some products like ragi, cinnamon many not require chemicals, they give good yield were as some products need to be grown with using fertilizers & on beauty products also can contain chemicals to believe whatever printed on the pack is not possible because it is in fact true that some retailers are mulching the money in form of organic products, it is the trust has to be created in the mind of the customers by the retailers so the customers should also to informed about the use of natural raw materials. ISBN 978-1-943295-10-4 65
Responsibility It is also found that the responsibility of the people is also important as the only customers cannot be victim to buy expensive organic products & original organic products, it is the responsibility of the retailers to sell the genuine products at the affordable prices because as the demand is more for organic products the retailers started making money out of it so it is necessary to have some social responsibility too. 9. Conclusion The organic products play a very important role in the environmental marketing where the concept gives solution for the some important problems arising in the field of both marketing & agriculture. The customers will be satisfied with the good quality of organic products which has to be provided by the retailers, these organic products are very beneficial to the healthy life style of the people which can be achieved by the marketers through the services towards the society, with minimal cost which is essential in present scenario. The environmental marketing concept can be best achieved by the using organic products by the all people so the soil conservation; fertility can be restored easily which is the important to protect the planet earth. The major disadvantage here is implementation of organic farming by farmers which has to happen in large scale which is very debating issue. 10. Bibliography Articles AIMA Journal of Management & Research, February 2014, Volume 8 Issue 1/4, and ISSN 0974 497 Copy right 2014 AJMR-AIMA. Publications 1. Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Green Marketing 2. Green marketing & sustainable development-challenges & opportunities by Anirban Sarkar, International journal of marketing, financial services & management research. ISBN 978-1-943295-10-4 66
Text Books 1. Principles of marketing management by Philip Kotler. 2. Retailing marketing management by Sapna Pradhan. 3. Wikipedia. ISBN 978-1-943295-10-4 67