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interchangeable in the kitchen. Newer oils, which were not known before have entered the kitchen, like those of cottonseed, sunflower, palm oil or its liquid fraction, polyolefin, soybean and rice bran3. All of them are again essentially bland, processed edible oils. About 60-70% predominantly groundnut and
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Afghanistan a health specialist recommended to the patients to use Saffola and Sunflower packed edible oil in their regular food to avoid unwanted diseases from the use of regular edible oils2. Prof. Abdul Gilani, Pakistan (2009) has analyzed in his research study that the customers or regular users of edible oils must avoid fatty edible oils in non-veg food as well as vegetation food. Prof. James Berry U.S.A. (2009), said in her article that Gov.t. and different NGOs must come forward in public and try to create proper awareness in use of regular edible oils and save the life by health diseases3. Prof. Ramana Joof U.A.E. (2009) has found in her study that from Afghanistan, Iraq, Iran, and Saudi Arabian peoples are using most fatty edible oils. She suggested to the regular users try to use less and refined edible oil in their regular food and easy diet.
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through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product).
Sources of influence on the consumer. The consumer faces numerous sources of influence.
Often, we take cultural influences for granted, but they are significant. An American will usually not bargain with a store owner. This, however, is a common practice in much of the World. Physical factors also influence our behavior. We are more likely to buy a soft drink when we are thirsty, for example, and food manufacturers have found that it is more effective to advertise their products on the radio in the late afternoon when people are getting hungry. A persons self-image will also tend to influence what he or she will buy an upwardly mobile manager may buy a flashy car to project an image of success. Social factors also influence what the consumers buyoften, consumers seek to imitate others whom they admire, and may buy the same brands. The social environment can include both the mainstream culture (e.g., Americans are more likely to have corn flakes or ham and eggs for breakfast than to have rice, which is preferred in many Asian countries) and a subculture (e.g., rap music often appeals to a segment within the population that seeks to distinguish itself from the mainstream population). Thus, sneaker manufacturers are eager to have their products worn by admired athletes. Finally, consumer behavior is
influenced by learning you try a hamburger and learn that it satisfies your hunger and tastes good, and the next time you are hungry, you may consider another hamburger.
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A Study of consumer behavior towards various edible oil CONSUMER CHOICE AND DECISION MAKING:
Problem Recognition. One model of consumer decision making
involves several steps. The first one is problem recognitionyou realize that something is not as it should be. Perhaps, for example, your car is getting more difficult to start and is not accelerating well. The second step is information searchwhat are some alternative ways of solving the problem? You might buy a new car, buy a used car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work. The third step involves evaluation of alternatives. A skateboard is inexpensive, but may be ill-suited for long distances and for rainy days. Finally, we have the purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store because you did not find it satisfactory). In reality, people may go back and forth between the stages. For example, a person may resume alternative identification during while evaluating already known alternatives. Consumer involvement will tend to vary dramatically depending on the type of product. In general, consumer involvement will be higher for products that are very expensive (e.g., a home, a car) or are highly significant in the consumers life in some other way (e.g., a word processing program or acne medication). It is important to consider the consumers motivation for buying products. To achieve this goal, we can use the Means-End chain, wherein we consider a logical progression of consequences of product use that eventually lead to desired end benefit. Thus, for example, a consumer may see that a car has a large engine, leading to fast acceleration, leading to a feeling of performance, leading to a feeling of power, which ultimately improves the consumers selfesteem. A handgun may aim bullets with precision, which enables the user to kill an intruder, which means that the intruder will not be able to harm the consumers family, which achieves the desired end-state of security. In advertising, it is
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search. Internal search involves the consumer identifying alternatives from his or her memory. For certain low involvement products, it is very important that marketing programs achieve top of mind awareness. For example, few people will search the Yellow Pages for fast food restaurants; thus, the consumer must be able to retrieve ones restaurant from memory before it will be considered. For high involvement products, consumers are more likely to use
an external search. Before buying a car, for example, the consumer may ask friends opinions, read reviews in Consumer Reports, consult several web sites, and visit several dealerships. Thus, firms that make products that are selected predominantly through external search must invest in having information available to the consumer in neede.g., through brochures, web sites, or news coverage. A compensatory decision involves the consumer trading off good and bad attributes of a product. For example, a car may have a low price and good gas mileage but slow acceleration. If the price is sufficiently inexpensive and gas efficient, the consumer may then select it over a car with better acceleration that costs more and uses more gas. Occasionally, a decision will involve a noncompensatory strategy. For example, a parent may reject all soft drinks that contain artificial sweeteners. Here, other good features such as taste and low calories cannot overcome this one non-negotiable attribute. The amount of effort a consumer puts into searching depends on a number of factors such as the market (how many competitors are there, and how great are differences between brands expected to be?), product characteristics (how
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interdependent and together represent forces that influence how the consumer will react to the object. Beliefs. The first component is beliefs. A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in valance depending on
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manufacturers would undoubtedly like to decrease the importance of healthy teeth, it is usually not feasible to make beliefs less important-consumers are likely to reason, why, then, would you bother bringing them up in the first place? However, it may be possible to strengthen beliefs that favor us--e.g., a vitamin supplement manufacturer may advertise that it is extremely important for women to replace iron lost through menstruation. Most consumers already agree with this, but the belief can be made stronger. Add beliefs. Consumers are less likely to resist the addition of beliefs so long as they do not conflict with existing beliefs. Thus, the beef industry has added beliefs that beef (1) is convenient and (2) can be used to make a number of creative dishes. Vitamin manufacturers attempt to add the belief that stress causes vitamin depletion, which sounds quite plausible to most people. Change ideal. It usually difficult, and very risky, to attempt to change ideals, and only few firms succeed. For example, Hard Candy may have attempted to change the ideal away from traditional beauty toward more unique self expression. One-sided vs. two-sided appeals. Attitude research has shown that consumers often tend to react more favorably to advertisements which either (1) admit something negative about the sponsoring brand (e.g., the Volvo is a clumsy car, but very safe) or (2) admits something positive about a competing brand (e.g., a competing supermarket has slightly lower prices, but offers less service and selection). Two-sided appeals must, contain overriding arguments why the sponsoring brand is ultimately superiorthat is, in the above examples, the but part must be emphasized.
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organizational buyers, who make buying decisions for their companies for a living, tend to be somewhat more sophisticated than ordinary consumers. However, these organizational buyers are also often more risk averse. There is a risk in going with a new, possibly better (lower price or higher quality) supplier whose product is unproven and may turn out to be problematic. Often the fear of running this risk is greater than the potential rewards for getting a better deal. In the old days, it used to be said that You cant get fired for buying IBM. This attitude is beginning to soften a bit today as firms face increasing pressures to cut costs. Organizational buyers come in several forms. Resellers involve either wholesalers or retailers that buy from one organization and resell to some other entity. For example, large grocery chains sometimes buy products directly from the manufacturer and resell them to endconsumers. Wholesalers may sell to retailers who in turn sell to consumers. Producers also buy products from sub-manufacturers to create a finished product. For example, rather than manufacturing the parts themselves, computer manufacturers often buy hard drives, motherboards, cases, monitors, keyboards, and other components from manufacturers and put them together to create a finished
product. Governments buy a great deal of things. For example, the military needs an incredible amount of supplies to feed and equip troops. Finally, large institutions buy products in huge quantities. For example, UCR probably buys thousands of reams of paper every month. Organizational buying usually involves more people than individual buying. Often, many people are involved in making decisions as to (a) whether to buy, (b) what to buy, (c) at what quantity, and (d) from whom. An engineer may make a specification as to what is needed, which
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1.5) SCOPE OF THE STUDY: 1. It will help to study the consumer behavior to make changes in the edible oil. 2. It will help to find out role of advertisement in customer buying decision. 3. It will help to study the consumer behavior to make advertising strategies for new product
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Consumer behavior is the study of when, why, how and where people do or do not buy product. It blends from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies the characteristics of individual consumer such as demographics and behavioral variables in an attempt to understand peoples wants. It also tries to assess influences on the consumer from groups such as family, friends, reference group and society in general.
Customer behavior study is based on consumer buying behavior, with the customer plying the three distinct roles of user, player and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re- discovery of the true meaning of marketing through the reaffirmation of the importance of the consumer or buyer. A greater importance is also place on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.
BACKGROUND
Edible oils constitute an important component of food expenditure in Indian households. Historically, India has been a major importer of edible oils with almost 30-40% of its requirements being imported till 1980s. In 1986, the Government of India established the Technology Mission on Oilseeds and Pulses (TMOP) in order to enhance the production of oilseeds in the country. The TMOP launched special initiatives on several critical fronts such as improvement of oilseed production and processing technology; additional support to oilseed farmers and processors besides enhanced customs duty on the import of edible oils. Consequently, there was a significant increase in oilseeds area, production, and yields until the late-1990s. However, in order to fulfill its obligations towards various international trade agreements and also meet the increasing demandsupply deficits, India began to reduce import restrictions on edible oils in the late 1990s; and it was gradually brought under Open General License. This led to a significant slump in the domestic oil seeds market, as edible oil prices fell sharply in line with the low international prices prevailing at that time. Subsequently, the duty structure was modified so as to maintain a duty differential between crude and refined varieties in order to protect the domestic industry. Nevertheless, due to high import dependence, domestic edible oil prices remain highly correlated to
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Company Profile:
Company name: Contact person: Telephone: Mobile/ cell phone: Fax no. : Address: Gemini Edibles & Fats India Private Limited Mr. Govind Sewliker +(91)-(40)-67357857 / 67357849 +(91)-9618416297 + (91)-(40)-23550522 No. 8-2-334/70 & 71, Road No. 5, Banjara Hills, Hyderabad, Andhra Pradesh - 500 034 (India)
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A Study of consumer behavior towards various edible oil Edible oil Products of company:
1) Refined Sunflower Oil Freedom is your right to do whatever you want to do. With this thought in mind we have introduced a new brand of Sunflower oil. Freedom Refined Sunflower Oil is your right to eat what you want to eat, how much you want to eat and when you want to eat. This oil gives you the freedom to cook for everyone in the family. Freedom is a healthy oil for your complete family all year round. Freedom Refined Sunflower Oil is cholesterol free and contains essential fatty acids that our body needs and ample amounts of naturally occurring vitamin E. To make the oil even healthier for you and your family we have added Vitamins A & D in Freedom Sunflower Oil.
2.2) DHARA
The Dhara brand of edible oils was launched in 1989. Dhara's creation added value to the return of the producers and provided a stable supply of quality oil to the consumers at a fair price. For the first time in India, edible oil was made available in tamper-proof tetra pak. Today, Dhara has a wide spectrum of edible vegetable oils. Dhara edible vegetable oils are packed at packaging stations all over India. To ensure that the oil which reaches the consumer is of high purity, it passes through stringent quality control tests using sophisticated analytical instruments like High Pressure Liquid Chromatography and Thin Layer Chromatography. These tests can even detect very low level of contamination caused by adulterants.
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Edible oil Products of company: 1) Dhara refined vegetable oil: 2) Dhara double refined groundnut oil:
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BRAND BUILDING: In April 2003, Marico reorganized its business and brought Nature Care, Health Care and the International Business Group under a single division Consumer Products.
This profit center comprised the operations of Marico Industries and Marico Bangladesh Ltd. (MBL), a 100% subsidiary of Marico.
Company Profile:
Company name: Contact person: Telephone: Email-id: Fax no. : Address: Ventura foods pvt. Ltd. ---------------(714) 257-3700 ------------------(800) 421-6257 40 Pointe Drive Brea, CA 92821
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A Study of consumer behavior towards various edible oil Edible oil Products of Brand:
1) Saffola gold cooking oil 1 ltr.
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2.4) FORTUNE:
The Fortune brand, flagship brand of Adani Wilmar Ltd, is a decade-long national leader aspiring to be a global leader in cooking oil category. Quality, health and customer satisfaction are the foundations of our business, and form the core ingredients for all our innovations at Fortune.
Adani Wilmar Limited (AWL), a Rs. 6500 crore company; is a joint venture between two global corporations, The Adani Group of India - the leaders in international trading & private infrastructure, and The Wilmar International Limited of Singapore - agri-business group and leading merchandiser and processor of edible oils. The company has production infrastructure across the country with a crushing capacity of over 6000 TPD (Tonnes per Day) and Refining capacity of over 5000 TPD.
Company Profile:
Company name: Contact person: Telephone: Email-id: Fax no. : Address: Adani Wilmar Limited Mr. Arun Harne +91 79 2555 5650 fortune [at] adaniwilmar dot in +91 79 255 55621 "Fortune House" Near Navrangpura Railway
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A Study of consumer behavior towards various edible oil Edible oil Products of Brand:
1) Fortune Refind Oil 15 Ltr. 2) Fortune Mustard Oil Pet 5 Ltr.
5) Fortune Kachi Ghani Mustard Oil 1 Ltr. 6) Fortune Refined Soyabean Oil 1 Ltr .
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Questionnaire The questionnaire is one of the many ways through which data can be collected. Questionnaire is widely used by researcher to collect information on related study. Questionnaire is a method of getting data about respondent by asking them than by observing and sampling their behavior. Questionnaire should be standardized, its anonymity can be assured and questionnaire should be design to meet the simple and native language to allow the use of large sample. Sampling Universe The first step in devolving any sample design is to clearly define the set of objects, technically called the universe. Sample universe includes users of edible oil. Sample Technique Sampling technique used for selection of sample non-probability, Convenience sampling technique. A convenience sample is that where the sample is selected, in part or only a limited attempt, to ensure that this sample is an accurate representation of some larger group of population. The classic example of convenience sample is standing at shopping mall and selecting shoppers as they walk by to fill out a survey. A convenience sample chooses the individuals that are easiest to reach or sampling that is done easy. Hence, convenience sampling was used for the research.
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2.4) Limitation:
The limitation of this study is that sometimes the male or female respondents may not give the proper and correct information regarding the price and used brands of edible oils in their daily diets.
1) The study was limited to Amravati city 2) Due to limited time & money, it was not peruse to come whole entire, hence the sample size was 100 respondents. 3) The study was limited to four brands.
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Number of respondents
15% 6% 9% 1 2 27% 43% 5 10 15
Interpretation From above data it can be concluded that, 43% of the respondent consumes the 2 liter oil per month. 27% respondent consumes 5 liter oil per month. 15% respondent consume 10 liter per month. 9% respondent consume 1liter per month. 6% respondent consumes 15 liter per month
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Sr. No
Decision Maker
Number of respondents
Percentage
1 2 3
87 07 06 100
87 07 06 100
Number of respondents
Wife Husband Both
7%
6%
87%
Interpretation From above data it can interpret that, 87% from respondent take decision wife at home. 07% decisions are taken by husband & 06% decision are taken by both of them.
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Sr. No
Package Size
Number of respondents
Percentage
3 4
73 27 100
73 27 100
Fig. no. 4.3 RESPONDENTS PREFERENCE TOWARDS PACKAGE SIZE OF EDIBLE OIL
Number of respondents
80 70 60 50 40 30 20 10 0 Package Oil Loose Oil Number of respondents
Interpretation From the above data conclusion was drawn that, when consumers were asked about their preference towards package size 60% of the respondents preferred package size edible oil and 27% respondent preferred loose oil.
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Sr. No 1 2 3 4 5 6
Particulars Price Quality Size of Pack Advertisement Package Design Health Consciousness
Percentage 29 33 02 01 02 33
Price Advertisement
33%
29%
2% 1% 2% 33%
Interpretation From the above data it can be conclude that, health conscious is the main reason where 33% peoples choose on the basis of health, 33% choose because of its quality and 29% because of price, size of pack chooses 02% respondent, advertisement chooses 01% people & package design chooses by 2& respondent.
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Sr. No
Type Of Oil
Number of respondents
Percentage
1 2 3 4 5
32 15 42 10 1 100
32 15 42 10 1 100
Kardi
Groundnut
Sunflower 1%
Soya Bean
Palm
10% 32%
42% 15%
Interpretation
From the above data it can interpreted that, 42% respondent prefer sunflower oil, 32% respondent prefer kardi oil, 15% respondent prefer groundnut oil, 10% respondent prefer soya bean oil & 1% respondent prefer palm oil.
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Sr. No 1 2 3 4 5
Respondent 24 10 06 20 20
Percentage 24 10 06 20 20
Respondent
Dhara Saffola Fortune Gemini Rassoya
25%
30%
25% 8%
12%
Interpretation
From the above data it can be conclude that, The awareness of edible oil is maximum for Dhara i.e. 30% whereas Saffola, Fortune, Rassoya and Gemini are close with 10, 06, 20 and 20 % respectively.
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Sr. No 1 2 3 4 5
Respondent 24 10 06 20 20
Percentage 24 10 06 20 20
Respondent
Rassoya
Gemini
Fortune
Respondent
Saffola
Dhara 0 5 10 15 20 25
Interpretation
From the above data conclusion was drawn that, The preference of edible oil is maximum for Dhara i.e. 30% whereas Saffola, Fortune, Rassoya and Gemini are close with 10, 06, 20 and 20 % respectively.
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Sr. No
Source
Number of respondents
Percentage
1 2 3 4
44 36 10 10 100
44 36 10 10 100
Number of respondents
45 40 35 30 25 20 15 10 5 0
Number of respondents
Interpretation
From the above data it can be conclude that, 44% of the respondents get information from Advertisements, 36% from TV, 10% from Papers, 10% percent from Banners.
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Sr. No.
Feedback
No. of respondent
Percentage
1 2 3 4
10 46 28 16
10 46 28 16
No. of respondent
Unsatisfied
Highly Satisfied 0 10 20 30 40 50
Interpretation
From the above data it can be interpreted that, 46% respondents are satisfied with their edible oil brands. 28% respondents are average satisfied, 16% are unsatisfied, and 10% are highly satisfied.
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Sr. No.
Place
No. of respondent
Percentage
1 2
50 10
50 10
3 4
10 30
10 30
No. of respondent
50 45 40 35 30 25 20 15 10 5 0
No. of respondent
Interpretation From the above data it can be conclude that, 50% respondents are purchase oil from retailer, 30% from wholesaler and 10% from Departmental store and shopping malls.
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Sr. No.
Opinion
No. of respondent
Percentage
1 2 3 4
10 10 50 30
10 10 50 30
No. of respondent
Excellent 10% Very good 10%
Poor 30%
Good 50%
Interpretation From the above data it can be conclude that, 50% respondents are gives opinion as good, 30% are poor and 10% are excellent and very good.
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Sr. No.
Nature
No. of respondent
Percentage
1 2
Impulsive Planned
40 60
40 60
No. of respondent
60 50 40 30 20 10 0 Impulsive Planned No. of respondent
Interpretation From the above data it can be conclude that, 60% respondents are impulsive nature for purchasing edible oil, 40% are planned nature.
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5.1) FINDINGS: 1) After conducting the research the researcher found that, In case of buying of edible oil by the consumer, the consumer involvement in the purchasing of edible oil primarily depends upon basic need and ability to pay. 2) Female are mainly involve in purchasing of edible oil. 3) Advertising is major source to get the information for buying. Advertising affect on consumer buying behavior than other promotional tools. 4) 64% of the respondents use branded oil and 36% use loose oil. 5) Researcher found that, Dhara has maximum brand awareness followed by Saffola, Fortune, & Gemini respectively IN India and Maharashtra state. 6) Researcher found that, 35% of the respondents prefer 1litre and 30% 5 liters package size. 7) Researcher found that, Majority of the respondents consume 2 4 liters of oil per month. 8) From this research process, it can conclude that respondent take very much care of the health consciousness at the time of purchasing edible oil. 9) Dhara is mostly popular brand for preference factor of the respondent. 10) Mostly respondent are attract from the advertisement. That concludes 44% and TV getting 36% attraction for the sources of information of edible oil. 11) In these research process, mostly respondent are satisfied with their brands. 12) In another process, mostly respondent purchase the edible oil from retailer. 13) Here the respondent opinion is good with their existing edible oil brand. 14) And last one but not the list, 60% respondent planned purchase and 40% respondent is impulsive purchase nature.
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