Volume : 3, Issue : 2, February - 2014

Developing and Refining Research Instrument For ‘EVALUATING’ Purchase Intentions of Organic Foods: Factor Analysis Approach

Dr. Harishchandra Singh Rathod

Abstract :

Organic foods are a growing concept in India. Indians have come forward in accepting organic products. But the adaptation process is taking a little longer. In order to explore consumer behaviour related to purchase intentions of organic foods in India, research covering several segments and target markets with different cities across India is to undertaken. In order to develop a proper scale (research instrument) factor analysis can be an effective data refining tool. Despite the popularity of factor analysis, both the complexity and usability of this analytical procedure has created considerable ambiguity about appropriate research practices. This paper is a sincere effort so as to use factor analysis effectively to guide future researchers develop proper scales and research instrument to explore the world of organic products.