A Study of factors affecting on the marketing of healthy and organic products

This paper discusses the organic agricultural sector from a socio-economical point of view and from a world and regional perspective. The organic food market has been a niche market in world for many decades. In the recent years ‘organic’ has become a growth, and in some countries, a mature food market due to ongoing governmental support, active marketing of national and international retail chains and constantly growing consumer demand. Organic now belongs to a specific lifestyle and to a finally acknowledged cultural model, which attracts human and financial resources on its own, producing profits and satisfying a steadily increasing market. This paper beginning with a description of the global organic food market analyses organic food marketing in respect to consumer segments and to the four marketing Ps (Product, Price, Place and Promotion). Despite these opportunities, technical, economic, structural and political constraints continue to hinder market development. The paper concluded that there is a need to establish appropriate mechanisms to improve information flows (a) among stakeholder groups; (b) between importing and exporting countries; and (c) among countries within the region itself.