A Comparative Analysis of B2B and B2C Marketing Strategies for Organic Products: A Study with Special Reference to RMS Chandravathani Organic Super Stores, Thenkasi

Abstract

As the health-conscious attitude, environmental consciousness, and consumer preferences are shifting, the sales of organic products is rapidly increasing. This study comparatively analyses the B2B and B2C marketing strategies for organic products with special reference to RMS Chandravathani Organic Super Stores, Thenkasi. The primary data were collected from 50 B2B respondents and 50 B2C respondents from three districts namely Kanyakumari, Tirunelveli, and Thenkasi in Tamilnadu. The use of statistical tools was made up of Percentage Analysis and Mann-Whitney U Test. While examining the reasons behind the preference for organic products, we found out that Health is the leading reason for B2C customers and the Profit Margin and Supplier Relationship are the key B2B purchasing drivers, as shown in the percentage analysis. The Mann-Whitney U Test indicated that there were statistically significant differences for the B2B and B2C groups in Pricing with the B2C group having higher mean ranks (p < 0.001), Distribution (p = 0.002), and Branding (p < 0.001). There was no difference found in Promotion (p = 0.334) and H₀3 was partially accepted.