Issue Involved In Marketing of GM Food Products in India

Abstract

Genetically Modified food products can solve the food requirements of ever growing human population. By making the changes at the genetic level of food products, they can be made to grow very fast, the crops can be made insect resistant, size of products can be increased and changes can be made in life cycle of the crops. Although genetically modified food products are providing huge benefits to people and the government, yet there are many problems in acceptance of these products in the market. So the major issues which create problems in the marketing of genetically modified food products were studied and the factors which create problems in their acceptance were also studied. The study also aimed at finding out the ways and means as to how these issues can be addressed through proper marketing communication and by educating the consumers. Both the exploratory and descriptive researches were used. A structured questionnaire was used as a research instrument. 150 were the sample size chosen of consumers of these food products and 16 was the sample chosen of organizations who are involved in marketing of GM food products. Data analysis was done by using softwares named as MS EXCEL and IBM SPSS 19. Important conclusions are drawn out through data analysis. Various factors such as Availability, Price, Trust, Health, Political controversies, Safety and Awareness which are affecting the acceptance of genetically modified food products. People want more knowledge about these food products. Organizations can improve the marketing of GM food products by adopting various innovative marketing methods which are given in the recommendations. Organizations should build trust among people by government certification, products have to be properly positioned, Taglines should be given, and People should be provided with more consumer friendly information rather than producer friendly information. So in this last part the ways and means are described by which genetically Modified food products can be marketed more efficiently.