FACTORS AFFECTING THE REGULARITY OF PURCHASE OF ORGANIC TEA – AN APPLICATION DISCRIMINANT ANALYSIS (original) (raw)

This study examined the regularity of purchase of organic tea. A model was developed using a number of factors which evaluate with discriminant analysis towards regular purchase of organic tea. Sample data are collected at random from 300 respondents of five selected organic stores based on sales volume in Coimbatore city. Result of this study show that distance, family income, number of items purchased, purchase frequency, purchase intention were identified as good predictor for regular purchase of organic tea. The other variables like loyalty, innovativeness to buy organic tea, health benefits and attitude were the weaker predictors.

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