Introduction, List of Figures and Tables, Industry Intelligence, Rationale, Thesis Plan, Literature Review, Profiling Segments, Understanding the Consumer Behavior, Country of Origin Effect, Private Lebels, Organic Foods, Reserach Design / Methodology / Strategy, Research Philosophy - Strategy - Design - Purpose, Methods, Questionnaire, Demographic Data, Profiling Segments of Heavy and Light Users, Identifying Factors Affecting Consumer Behavior, Identifying Factors Affecting of Organic Foods, Consumer's Market in Depth Knowledge, Identifying Potential of Private Labels, Findings and Discussion of Application, Prsenting Findings, Demographic Data, Product Awareness, Frequency of Consumption, Monthly Expenditure, Country of Origin, Potential of Private Lebels, Application / Analysis, Conclusion, Recommendations, Summing it Up, Contribution, Limitations, Bibliography, Appendix