Authors:
K. Venkatesan, S. Kamaraj, M. Geetha, Narina Perveen

Addresses:
Department of Commerce, Sri Sankara Arts and Science College, Enathur, Kanchipuram, Tamil Nadu, India. Department of Commerce, K.M.G College of Arts and Science (Autonomous), Gudiyatham, Vellore, Tamil Nadu, India. Department of Commerce, Marudhar Kesari Jain College for Women (Autonomous), Chinnakallupalli, Vaniyambadi, Tamil Nadu, India. Department of Management and Economics, Kunming University of Science and Technology, Xishan, Kunming, China.

Abstract:

Customer satisfaction elements like price, quality, retailer availability, appropriateness, look, flavour, and marketing promotion affect organic food product repurchase intention. A questionnaire survey was sent to 453 customers in Tamil Nadu, India, using a purposive sampling method. The conceptual model and research hypotheses were tested using SPSS V25 and AMOS V26 structural equation modelling. This study found that customer happiness, price, quality, retailer availability, appropriateness, appearance, flavour, and marketing promotion greatly influence organic food product repurchase intention. However, did not affect OFP purchase intentions. The quality of organic food has a significant impact on customer satisfaction. The pleasure of organic food product customers also depends on the merchant's location. Health appropriateness and acceptability also dominate customer satisfaction measurements. Promoting organic food manufacturers and dealers through traditional, TV, and social media ads, as well as offering customer discounts, is crucial to measuring customer satisfaction. This research demonstrates that price, quality, retailer availability, appropriateness, appearance, taste, and marketing promotion all influence customer satisfaction and repurchase intention. The research will help manufacturers and marketers improve OFP marketing to improve impressions and satisfaction. This pioneering study examines the relationship between customer satisfaction factors, price, quality, retailer availability, suitability, appearance, taste, and marketing promotion, and how repurchase intention affects satisfaction in India.

Keywords: Organic Food Products; Purchase Intention; Customer Satisfaction; Health Benefits; Green Value; Customer Discounts; OFP Marketing; Operational Flight Plan (OFP).

Received on: 22/10/2024, Revised on: 11/01/2025, Accepted on: 23/04/2025, Published on: 09/11/2025

DOI: 10.69888/FTSML.2025.000452

FMDB Transactions on Sustainable Management Letters, 2025 Vol. 3 No. 4, Pages: 139-148

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