cluster analysis was also conducted to analyze the
same purchasing behavior of consumers influenced by the
same factors and to group them into different clusters.
Different consumers have different priority for different
factors. Their overall satisfaction level is dependent on these
factors. The item evaluations were made to determine factors
underlying satisfaction with the organic food. The cluster
analysis was conducted for organic food on nine variables.
Responses are checked on five-point scale (very satisfied – 1,
very dissatisfied – 5) (Table XII).