International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 4, Issue 5, September - October (2013) 14 FACTORS AFFECTING THE REGULARITY OF PURCHASE OF ORGANIC TEA – AN APPLICATION DISCRIMINANT ANALYSIS Dr.V. SAKTHIRAMA, Ph.D., Research Associate, Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore -641003. Dr. R.VENKATRAM, Ph.D., Professor, Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore -641003. Dr.S.D.SIVAKUMAR, Ph.D., Professor, Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore -641003. ABSTRACT This study examined the regularity of purchase of organic tea. A model was developed using a number of factors which evaluate with discriminant analysis towards regular purchase of organic tea. Sample data are collected at random from 300 respondents of five selected organic stores based on sales volume in Coimbatore city. Result of this study show that distance, family income, number of items purchased, purchase frequency, purchase intention were identified as good predictor for regular purchase of organic tea. The other variables like loyalty, innovativeness to buy organic tea, health benefits and attitude were the weaker predictors. Key words: organic tea, Regularity of purchase, discriminant analysis, predictors. INTRODUCTION Consumers are the most important segment of the food system. Their role as food decision- makers determines the success or failure of food products in today’s consumer-driven food marketplace (Senauer et al., 1991; Sloan, 1994). The consumers are centre approach is followed in every successful market. Nowadays the food markets are follow more consumerism strategies to attracts, make them purchase and retain the consumers. INTERNATIONAL JOURNAL OF MANAGEMENT (IJM) ISSN 0976-6502 (Print) ISSN 0976-6510 (Online) Volume 4, Issue 5, September - October (2013), pp. 14-19 © IAEME: www.iaeme.com/ijm.asp Journal Impact Factor (2013): 6.9071 (Calculated by GISI) www.jifactor.com IJM © I A E M E