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PROJECT OF BUSINESS RESEARCH MANAGEMENT (BRM)

Submitted to: - Dr. Himani Joshi

Submitted by Arathy Venukumar Roll No. 07 SKIPS

Perception of Indians towards Genetically Modified Food (GMF)

Background Introduction Genetically modified food was first put on the market in the early 1990s. Typically, genetically modified foods are transgenic plant products: soybean, corn, canola, and cotton seed oil. It generally means plants that have undergone specific changes in their DNA by genetic engineering techniques. Animal products have also been developed; although as of July 2010 none are currently on the market. India has been a late entrant in introducing GM crops for commercial use. India allowed commercial production of its first GM crop, Bt Cotton, only in 2002. Indian consumers are behaving indifferent towards GM and non GM food. Since crops like cotton, soybean etc are used for daily purposes, it is important that they should be free from diseases, insects, pests etc. And this is obtained through genetic modification of crops. Need for the research Indian is a tradition based country. Indians generally are less attractive towards artificial products. Or rather to be specific they are more inclined towards natural products. Genetically modified food is not natural in itself. It is produced by altering the natural gene combination. Indian society sees the technology through suspected eyes and believed that benefits in the short term could lead to risks to human health and countrys agriculture heritage in the long term. This research is conducted to know whether it is true or totally other way round. Research Objectives

My objectives for the research are: To study the awareness about GMF. To study the perception level of consumers

Review of Literature For literature review I have taken 4 research papers. They are as follows: 1. Consumer Perceptions of Food Biotechnology in Asia 2. Attitude of small farmers towards Bt Cotton in Warangal, India. 3. Peoples perceptions about GM crops and Foods. 4. Emerging Markets for GM foods: An Indian Perspective on Consumers Understanding and willingness to pay.

Consumer Perceptions of Food Biotechnology in Asia

Asian Food Information Centre

The Asian Food Information Centre (AFIC) conducted the market research study into the knowledge and attitudes of Asian citizens to food biotechnology or genetically modified foods. Research methodology included interviews, Quota controls, screening criteria and questionnaires. A sample size of 600 was decided. Conclusion Knowledge levels of the science and technology, and the terminology associated with food biotechnology was found to be low, but respondents demonstrated awareness of which food crops which have been developed using biotechnology. Consumers demonstrate low technical knowledge. Consumers express some interest in learning more.

According to me there was a lack of awareness about GMF products and there was a need of creating awareness.

Attitude of small farmers towards Bt Cotton in Warangal, India -Kundanam Gayatri

Bt cotton is a transgenic variety of cotton which is genetically modified to contain a of Bacillus thuringiensis (Bt) foreign to its genome. This research aimed to analyse small farmers attitudes and perceptions towards Bt Cotton crops. The analysis was all about their level of understanding and attitudes in context of environment, economical and ethical issues. This research was focused on Warangal, Andhra Pradesh, India. The aims of this research were:

To study and compare the attitudes of Bt Cotton small farmers verses Non Bt Cotton small farmers regarding the Economic, Social and Environmental issues.

To analyze the factors responsible for small farmers decisions to accept either Bt or Non Bt cotton as their main crop.

To know the attitudes of farmers a qualitative research methodology was selected. Interviews were carried out. Purposeful sampling method was used to select the farmers, which allows selecting the sample to study in depth. In this sampling method, stratified purposeful sampling method was chosen as the two groups of farmers, namely Bt cotton growing and Non Bt cotton growing farmers are selected, to analyze major variations among the two groups.

The conclusions and recommendations:

1. The farmers interviewed were not aware of genes, Genetic modification process and the risks so there was a need to educate farmers regarding these.

2. The responses showed that either Non Bt cotton with pesticide use and Bt cotton crop are not sustainable so there is a need to encourage farmers to take up sustainable agricultural practices.

3. The regulations in the market were not enough to protect the farmer from adulterated seeds, n effective pesticides. So the regulation system should be strict enough.

4. The new varieties like Bt Cotton need to be monitored and evaluated whether it is giving good results or not.

The conclusions that I drew from the research is that there should be some steps from the government to educate the farmers about the GMF and its uses. Because the facts needed for the research was not available. The objective of the research was also not met.

Peoples perceptions about GM crops and Foods

Dr Suman Sahai and Prof E Haribabu

This research aimed to study the perceptions of farmers and consumers (and other stakeholders) to GM crops and foods. Consumer responses were studied in one city per state: 500 consumers each in Hyderabad, Nagpur, Chandigarh, Ranchi and Jorhat were evaluated for their perceptions, leading to a sample size of over 2500 consumers. In addition to the quantitative study, qualitative studies were also conducted using established social science methodologies to gain further insights.

The conclusion that they drew from the research were:

The study found that most consumers are not clear about what exactly GM foods are or how they are produced.

This research also concluded that no one is aware of GM food so it has become important to make people aware of the same.

Emerging Markets for GM foods: An Indian Perspective on Consumers Understanding and willingness to pay

Satish Y. Deodhar, Sankar Ganesh and Wen S. Chern from IIM Ahmedabad

This paper addresses the issues of consumer awareness, opinion, acceptance and willingness to pay for GM foods in the Indian market. They used Logit analysis, which is a statistical technique used by the marketer to assess the scope of customers acceptance of a product, particularly a new product. A random utility approach is used to estimate a Logit equation which indicates what factors affect the likelihood of consumption of non-GM and GM foods and whether or not consumers are willing to pay a premium for non-GM/GM foods. Data was generated through a questionnaire survey which was administered to 602 respondents in the city of Ahmedabad and 110 respondents on internet. They referred to Contingent valuation (CV) technique being used in the questionnaire. CV is a survey-based economic technique for the valuation of non-market resources. They also used regression techniques. Conclusions The research brought out that awareness about GM technology was extremely low among the Ahmedabad city respondents. On the other hand, the internet savvy consumers were more aware of GM technology. But when they were informed about the pros and cons of GM foods, more than 70% were willing to consume GM foods. They were also ready to pay for the GM food products. This indicated that information to consumers regarding the GM foods may have to be enhanced through consumer education societies, extension agencies of government ministries, and biotech food companies.

The conclusion that I drew from the research is that if the consumers are made aware of the GM technology they would be willing to consume it. Research Methodology I have decided to conduct Interviews and questionnaires would be given. My target population would be all the daily consumers of food. Sample size would be 70. Sampling technique would be convenient sampling. Time line Finalization of Research Topic Literature Review Research Proposal Complete Field work (Data collection) Data Analysis Final report on Research 5th Session 6th Session 8th session after 12th session

19th session after 20th session

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