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Developing suitable strategies to market

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Developing suitable strategies to market

Developing suitable strategies to market

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    Developing suitable strategies to market Developing suitable strategies to market Document Transcript

    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1. EXECUTIVE SUMMARYINTRODUCTION The Regional Oilseeds Grower’s Cooperative Societies UnionLimited, Hubli is affiliated to with the Karnataka Cooperative OilseedsGrower’s Federation Limited, Bangalore. The union is spread over threedistricts; Dharwad, Bijapur and Belgaum. Presently, the union isundertaking production enhancement activities and marketing of edibleoilseeds and oil. It does not have its own processing facility. TheKarnataka Cooperative Oilseeds Grower’s Federation is having 50 TPDoil crushing capacity plant at Davangere and oil packing unit atBangalore and Dharwad. The federation has appointed the union astheir distributors for sale of oil though its 110 primary oilseedscooperative societies comprising of 756 villages. In addition, theFederation has appointed two private distributors (Dharwad and Hubli)for sale of edible oil to retail outlets in the surrounding areas.The title of the Study“DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFALEDIBLE OIL TO INDUSTRIAL CUSTOMERS”Statement of the ProblemBABASAB PATILfreepptmba .com Page 1
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL The purpose of the study is to understand the purchase behaviour,consumption pattern and potential demand of the industrial customersand provide suggestions for improvement.OBJECTIVES OF THE RESEARCH 1. To study the oil purchase behaviour of industrial customers 2. To study the consumption patterns of KOF oil among industrial customers 3. To estimate the potential demand for KOF oil by the industrial customers 4. To develop the database on the characteristics of the industrial customers 5. To develop suitable strategies for marketing of oil to industrial customersSUB-OBJECTIVES OF THE RESEARCH 1. To know the competitors share in the same area. 2. Observation of the market 3. Suggesting areas for improvement vis-à-vis competitors practiceSCOPE OF THE STUDY The study covers the purchase behaviour of industrial customers towardsKOF edible oil. The data was collected from the respondents across all regionsof Hubli-Dharwad. The total sample size for the study is 200. The studyinvolves ascertaining the purchase behaviour, consumption pattern and potentialBABASAB PATILfreepptmba .com Page 2
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILdemand of the industrial customers towards various areas such as quality, price,and promotions offered, credit system and packing facility etc and get valuablesuggestions from them. So the study tried to get the responses almost all kindsof industrial customers.RESEARCH DESIGN The type of the research design used was the Descriptive Researchdesign and the sampling procedure that was followed was non-probabilistic convenience sampling.METHODOLOGY Research Methodology is a way to systematically solve researchproblems. The research methodology includes the methods and techniques forconducting a research.SAMPLE: Industrial customers are those who directly purchase oil for food andother preparation to cater the clients. These are the types of industrial customers  Hotels  Industrial canteens  Educational Institution canteens  Bus and railway station canteens  Bakeries  Sweet marts  Hostels  Retail ShopsBABASAB PATILfreepptmba .com Page 3
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILSAMPLE SIZE The total sample size for the study is 200 respondents across allregions of Hubli-Dharwad. Bar charts and other useful statistical toolsare used for the analysis of the study.SOURCES OF DATA  Primary data Collected from personal interviews using a structured questionnaire  Secondary Data Data relating to oil marketing to industrial customers were collected from  Telephone Directory  District Statistic Office  Hotel Association Hubli-Dharwad  Company database, website, journals and reportsSAMPLE TYPEType of sampling: The sampling is non-probability convenient sampling ofcustomers.Sample size: The total sample size for the study was 200 respondents.Limitations of the study Every research is carried under some boundaries and this research is notan exception. The limitations of this research are:BABASAB PATILfreepptmba .com Page 4
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL • The opinion of the respondents may not represent the whole population. • Due to the limitations of time, a larger respondent base could not be covered and was limited to a sample size of 200 respondents. • There might have been tendencies among the respondents to filter their responses under the given conditions. • Analysis of data obtained from the questionnaire was done on the assumption that honest and correct information had been given by the respondents. Most of the industrial customers were busy with their day2day business.FINDINGS • The survey consists of 41 % hotels, 6.5% Industrial canteens, 7.5 % educational institution canteens, 3 % bus and railway station restaurants, 13.5 bakeries, 5.5 % sweet marts, and 23 % retail shops in and around Dharwad-Hubli cities. • Out of the sample surveyed 51 % of the sample purchase their required oil from near by retailers, 21% purchase from associated agencies and wholesale traders, 18 % directly from the mills around and 10 % purchase from KOF Hubli.therefore retailers are the mainframe partners for the company and then followed by dealers or traders. • 77.5 % of the population is dealing with retailers, suppliers, agencies through credit, hence providing good credit period and along with some promos would also yield greater revenue. • There is a greater demand for edible oil in the market as customers are not arguing or striving to negotiate; they are ready for the market rate, as 86.5% population prefer the oil rate as high. So a greater proportion of the market is price inelastic. • 60 % of the customers will avail 1 week credit period, and 6.5 and 7 %BABASAB PATILfreepptmba .com Page 5
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL customers will avail fortnight and monthly credit period and rest 26.5 % purchase directly by paying cash. • 73.5 % of customers have oral communication sort of agreement between their suppliers and the rest avail cash and carry business. • Only 20 % of the population has restriction over ordering quantity and rest can order as much as they require. • 33.5 % customers enquire over a phone a and then places the order, 43 % customers prefer personal means of procuring oil from dealers, 23.5 % customers place order to the salesman of the dealer and get placed the order. • 6.5 % customers judge the quality of oil on the basis of colour, 40 % on smell of the food, 26.5 % on taste of the food, 13.5 % on the burning duration of oil and lastly 13. 5% on the basis of some other factors • 13.5 % customers purchase branded oil because of packing, which ensures quality of oil, 20 % because of convenience in handling, 33.5 % prefer branded oil because its hygienic, 26.5 % customers prefer branded oil because the containers reusable quality, and lastly the remaining 6.5 % prefer branded oil because of both ensuring quality and convenient aspects. • 48 % customers use edible oil for general cooking purposes, 23 % use for reselling purposes, 17% for preparing sweets and lastly 12 % for preparing special food. • 24% customers opinion is their purchase pattern will definitely change with the change in price, 21 % customers opinion is their purchase pattern will remain the same with the change in price and 55% customers opinion is their purchase pattern may change with the change in price. • Ruchigold, Fortune, Goldwinner, Saffola, Safal, DR, Sunflower, Gemini,BABASAB PATILfreepptmba .com Page 6
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Sungold, Vijaylaxmi, Dhara, and some loose brands these are some of the major edible oil players in and around the arcade of Hubli-Dharwad. • Majority of the industrial customers of edible oil prefer palm oil in a greater extent i.e. 28 %, then ground nut oil 23%, followed by vanaspati 14%, sunflower 13%, ghee 14% and Soyabean 8% • Only 33.5 % have tried to shift from their earlier brands and rest 66.5 % have sticked to their existing brands. • 34 % of the customers have changed their brands because of the price variation in the market, 7 % of the customers have changed because of irregularity in the supply, and the rest are 59% are considered to be as brand loyal customers. Greater extent of brand loyalty is being seen in the market. • 48 % customers use edible oil for general cooking purposes, 23 % use for reselling purposes, 17% for preparing sweets and lastly 12 % for preparing special food. • From the above graph we can make out that majority of the industrial customers of edible oil prefer palm oil in a greater extent, then ground nut oil, followed by vanaspati 14%, sunflower 13%, ghee 14% and Soyabean 8% • 6.7 % customers judge the quality of oil on the basis of colour, 40 % on smell of the food, 26.6 % on taste of the food, 13.3 % on the burning duration of oil and lastly 13. 1% on the basis of some other factors. • 66.5 % of the customers prefer price is very high and the rest 33.5 % prefer it as only high.Recommendations • Most customers who are aware of Safal or Sungold brands are under the impression that these brands are meant for domestic consumption and notBABASAB PATILfreepptmba .com Page 7
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL for commercial consumption. Bulk quantity should be posed with greater efforts to market, which would yield greater and instant sales. • Company should concentrate on these industrial customers as they constitute a greater portion of the market as they consume 37.4% of net consumption. Personal selling approach, door-to-door selling and any time availability by some effective distribution points in and around Hubli-Dharwad cities are some approaches of acquiring greater market share. • Majority of the market is being price sensitive, penetration pricing can help company to gain more price sensitive customers. • Regarding promotions o Credit facility- It should be extended to some needy customers depending on their credit worthiness. In order to encourage cash sales, the company should extend cash rebate to institutions who prefer to buy oil on cash basis. o Replacement guarantee- This facility is already available and being extended by the competitors. The union should introduce this service for quality complaints and damaged packing at the time of delivery. o Door-to-door Sales- An approach, which would give some competitive edge by serving them at their places by knowing their need, requirement and suggesting them some purchase tactics as well because very few competitors have this tactic in market. • Survey still speaks out the unawareness of the products of KOF, it largely mentions that company has to take necessary steps regarding basic ground level communication by the aid of; o Economic medias like newspapers insertions viz. pamphlets o Endorsing some economic programs around Hubli-Dharwad twinBABASAB PATILfreepptmba .com Page 8
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL cities where large women population gathers ex children associated competitions o Road shows and acquiring customers during social gathering• Shelf-spacing should be well planned and should be maintained in the outlets, since it influences the buying behavior of consumers to a reasonable extent, and similarly attracting the customer by making use of these shelf’s in a proper way.• As the competitors have come with strategies that are affecting the market of KOF, therefore the company should come with strategies that can counter react to these strategies with respect to pricing, effective promotion and ease-of-availability of the products.• Better incentive or margin can be provided to the retailers or dealers as they act as a main connectivity to the customers (intermediaries).• At most stress should be given to promotions of KOF products with the aid of media like TV advertisements, road shows, celebrity endorsements which are the effective tools to leave a strong impression in the minds of customers.• Packaging also plays an important role in the consumer market, attractive packaging could also yield some greater market share.• Majority of the market is being price sensitive penetration pricing strategies can help company to gain more price sensitive customers.• Providing hand pump and measurement jars with large quantity purchases enabling them to takeout oil from those barrels or cans• A locking system or tap kind of system can be provided to have a better control over stocking oil for durations• The union should advertise on Government Buses, Rickshaws and company vehicles regarding KOF, products and offer specifications it will enhance awareness and pulls the market towards it.BABASAB PATILfreepptmba .com Page 9
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILConclusion This project was a very challenging task to achieve. It gave me theexposure to various strata of people. It also helped me in knowing the marketingoperations carried out in a Food industry. By this project I learnt manymarketing strategies and the tactics to communicate with various kinds ofpeople. Different types of people possess different types of attitudes and thusbehave accordingly. It is very difficult to deal with people without knowingtheir behavior and this is what I have achieved in due course of this project bystudying human behavior, with specific to their most important type of attitudesand buying behavior. By this project I got tremendous experience and knowledge and alsohelped me develop my personality, and also familiarized me with the talentneeded to deal with the customers, retailer’s industrial customers both existingand potential in food chain as well as retail sectors. 2. INDUSTRY PROFILEImportance of edible oils in the country’s economy Oilseeds and edible oils are two of the most sensitive essentialcommodities. India is one of the largest producers of oilseeds in theworld and this sector occupies an important position in the agriculturaleconomy and accounting for the estimated production of 24.35 millionBABASAB PATILfreepptmba .com Page 10
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILtonnes of nine cultivated oilseeds during the year 2004-05. Indiacontributes about 7-8% of the world oilseeds production. Export ofoilmeals, oilseeds and minor oils has increased from 3.36 million Tonesin the financial year 2004-05 to 4.98 (Prov.) million tons in the financialyear 2005-06. In terms of value, realization has gone up from Rs. 4613crores to Rs.5299 crores. India accounted for about 6.4% of world oilmealexport.Types of Oils commonly in use in India India is fortunate in having a wide range of oilseeds crops grownin its different agro climatic zones. Groundnut, mustard/rapeseed,sesame, safflower, linseed, nigerseed/castor are the major traditionallycultivated oilseeds. Soyabean and sunflower have also assumedimportance in recent years. Coconut is most important amongst theplantation crops. Efforts are being made to grow oil palm in AndhraPradesh, Karnataka, Tamil Nadu in addition to Kerala and Andaman &Nicobar Islands. Among the non-conventional oils, ricebran oil andcottonseed oil are the most important. In addition, oilseeds of tree andforest origin, which grow mostly in tribal inhabited areas, are also asignificant source of oils. Figures pertaining to estimated production of major cultivatedoilseeds, availability of edible oils from all domestic sources andBABASAB PATILfreepptmba .com Page 11
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILconsumption of edible oils (from Domestic and Import Sources) duringthe last few years are as under: - Oil Year Production Net availability of Consumption of Edible (Nov.- Oct.) of Oilseeds edible oils from all Oils (from domestic and domestic sources import sources) 1998-1999 247.48 69.60 95.82 1999-2000 207.15 60.15 102.11 2000-2001 184.40 54.99 96.76 2001-2002 206.63 61.46 104.68 2002-2003 148.39 46.64 90.29 2003-2004 251.86 71.40 124.30 2004-2005 243.54 72.47 117.89 (Est.) 2005-2006 277.31 82.37 125.25 Prov. Source : (i) Production of oilseeds : Ministry of Agriculture (ii) Net availability of edible oils: Directorate of Vanaspati,Vegetable Oils & Fat 1 Consumption Pattern of Edible Oils in India India is a vast country and inhabitants of several of its regions havedeveloped specific preference for certain oils largely depending uponthe oils available in the region. For example, people in the South andWest prefer groundnut oil while those in the East and North usemustard/rapeseed oil. Likewise several pockets in the South have a1 http://fcamin.nic.in/dfpd/EventDetails.asp?EventId=561&Section=Edible%20Oil&ParentID=0&Parent=1&check=0BABASAB PATILfreepptmba .com Page 12
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILpreference for coconut and sesame oil. Inhabitants of northern plain arebasically hard fat consumers and therefore, prefer Vanaspati, a termused to denote a partially hydrogenated edible oil mixture. Vanaspatihas an important role in our edible oil economy. Its production is about1.2 million tonnes annually. It has around 10% share of the edible oilmarket. It has the ability to absorb a heterogeneous variety of oils, whichdo not generally find direct marketing opportunities because ofconsumers’ preference for traditional oils such as groundnut oil,mustard oil, sesame oil etc. For example, newer oils like Soyabean,sunflower, rice bran and cottonseed and oils from oilseeds of tree andforest origin had found their way to the edible pool largely throughvanaspati route. Of late, things have changed. Through technologicalmeans such as refining, bleaching and de-odourisation, all oils havebeen rendered practically colourless, odourless and tasteless and,therefore, have become easily interchangeable in the kitchen. Newer oilswhich were not known before they have entered the kitchen, like thoseof cottonseed, sunflower, palm oil or its liquid fraction (palmolein),Soyabean and rice bran. These tend to have a strong and distinctive testpreferred by most traditional customers. The share of raw oil, refinedoil and vanaspati in the total edible oil market is estimated at 35%, 55%and 10% respectively.BABASAB PATILfreepptmba .com Page 13
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILMajor Features of Edible Oil Economy There are two major features, which have very significantlycontributed to the development of this sector. One was the setting up ofthe Technology Mission on Oilseeds in 1986. This gave a thrust toGovernments efforts for augmenting the production of oilseeds. This isevident by the very impressive increase in the production of oilseedsfrom about 11.3 million tonnes in 1986-87 to 24.8 million tonnes in1998-99. There was some setback in 1999-2000 because of the un-seasonalrain followed by inclement weather. The production of oilseeds declinedto 20.7 million tonnes in 1999-2000. However, the oilseeds production in2005-06 is estimated to be 27.73 million tonnes. The other dominantfeature which has had significant impact on the present status of edibleoilseeds/oil industry has been the programme of liberalisation underwhich the Governments economic policy allows greater freedom to theopen market and encourages healthy competition and self regulationrather than protection and control. Controls and regulations have beenrelaxed resulting in a highly competitive market dominated by bothdomestic and multinational players.BABASAB PATILfreepptmba .com Page 14
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILPresent Status of Vegetable oil Industry Status of the Vegetable Oil Industry (As on August 2006) Average Type of Vegetable No. Of Annual Capacity Capacity Oil Industry Units (Lakh MT) Utilisation Oilseed Crushing 1,50,000 425 10-30% Units (Approx) (In terms of Seeds) 313 Solvent 711 (In terms of Oil-bearing 31% Extraction Units Material) Refineries 51 attached with 127 45% (in terms of oil) Vanaspati Units Refineries 36 attached with 297 27% (in terms of oil) Solvent Units Independent 35 585 36% Refineries (in terms of oil) 122 Total Refineries 1009 35% (in terms of oil) 53 (in terms of Vanaspati, Bakery Vanaspati Units 264 18% Shortening & Margarine) Oilseeds crushing units include crushing units in the small-scaleBABASAB PATILfreepptmba .com Page 15
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILsector as also in the organized sector. The capacity utilization generallyranges from an average of 10% for the ghanis (small scale sector) toaround 30% in case of the expellers in the organized sector.Oil Quality Monitoring The monitoring of quality of edible oils and fats is done by theDVVO&F in terms of the provisions of the Orders. For the purpose ofensuring proper quality control, regular inspections of the units arecarried out by the Field Officers of DVVO&F posted in different zones,in addition to surprise inspections by the Officers from Headquarters, Irregularities pointed out by the Field Officers in their InspectionReports are considered for appropriate action against thedefaulting units. The samples drawn by the Officers are sent foranalysis for checking conformity with the prescribed requirements. A well-equipped laboratory exclusively devoted to the analyticalwork pertaining to oils and fats is available with DVVO&F. In the caseof failure of samples, appropriate action has been taken against thedefaulting units.BABASAB PATILfreepptmba .com Page 16
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3. COMPANY PROFILEA Profile and Success Story of KOF Government of India in mid 1980s started the "Technology Mission onOilseed and Pulses" (TMOP) in order to enhance productivity in oilseeds andmake India self sufficient in edible oil. On 22.8.1984 Government of Karnatakaapproved the implementation of Nation Dairy Development Boards (NDDB)project "Restructuring Edible Oil& oilseeds Production and marketing inKarnataka keeping in mind the objectives laid down in the TMOP. The Karnataka Co-operative Oilseeds Growers Federation Limited (KOF),BABASAB PATILfreepptmba .com Page 17
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILthe Agency Entrusted with implementation of the Project, Was registered on26th October 1984, under the Karnataka Co-operative Societies Act. Theproject, which was inspired by the Anand Model of Milk Co-operatives, isdesigned to create an integrated Co-partite System of production, procurement,processing of Oilseeds and marketing of edible oil and its bi-products. This project aimed at establishing a direct link between the producer and theconsumer by eliminating middlemen. Village level primary co-operativesociety’s were organized by making the oilseeds growers as members in turnthese primary co-operative societies became the members of the apex body atthe state level till June 1990. During the second phase of the project the structure has been re-organized toa three tier cooperative structure with the village level Oilseeds GrowersCooperative societies affiliated to Regional Unions organized at the districtlevel and in turn the Regional Unions have been affiliated to the state levelFederation. The three Regional Unions, registred on 03rd June 1990, are as shownbelow  Union I : Raichur, Gulbarga, Koppal and Bidar districts.  Union II : Bellary, Chitradurga, Davangere and Tumkur districts  Union II I: Dharwad, Bijapur, Haveri, Gadag, Bagalkot and Belgaum districts.Objectives of the Federation:  To carry out activities conducive for economic and socio-economicBABASAB PATILfreepptmba .com Page 18
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL development of Oilseed growers by efficient marketing of commodities.  To carry out activities of production, procurement and processing of commodities for economic development of oilseeds growers through the affiliated oilseeds unions.  To develop and expansion into such other allied activities as may be conducive for the promotion of edible oil industry, improvement of land, increase of productivity of oilseeds per ha. and economic development of those engaged in oilseeds productionOILSEEDS GROWERS O-OPERATIVES (OGC). At Village level as on 31.03.1999, 390 OGCS have been organized covering3197 villages with member oilseed area of 3,65,315 hectares. The number ofmembers are 1,53,625. Guidance and supervision from the Regional Unions  To encourage production and productivity of oilseed by giving guidance and technical assistance to members.  To procure oilseeds from the Oilseed Growers at their door step.  To undertake necessary agricultural extension for the benefit of member growers.  To provide technical input to member growers.  To market edible oil and other products manufactured by the Regional Unions.Area Agronomic Centre, (Keremathihalli in Haveri District):BABASAB PATILfreepptmba .com Page 19
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL The Federation has been giving highest priority for increasing the supplyof improved seed. Towards this end, the Federation has set up an AreaAgronomic Centre at Haveri with net cultivable area of 23.2ha, where varioustechniques for multiplication of breeder seeds and adaptive research is carriedout. This farm is situated at Keremathihalli village in Haveri district where italso functions as demonstration centre for trials and improved methods ofcultivation.Training centre: The federation has set up a training Centre along with the AreaAgronomic Centre to train the field staff, society secretaries, demonstrationgrowers, seed grower members etc.Processing Plants: The project has got a processing plant at Hospet in Bellary district with acapacity of 250 tones per day Groundnut Crushing, a 50 TPD sunflowercrushing capacity, a 100 TDP solvent extraction plant and a 50 TDP continuousrefinery. This plant comes under Hospet Regional Union. The Raichur Regional Union has an Oil Processing plant at Raichur withfacilities of 140 TDP oilseeds crushing,70 TDP solvent Extraction, 20 TDPrefinery and 100 TDP cottonseed preparatory section. The plant was purchasedfrom Karnataka Agro Proteins Ltd, at a total cost of Rs.2.46 cores during theBABASAB PATILfreepptmba .com Page 20
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILyear1992. The Federation under its direct control has a crushing unit situated atDevanagere acquired from Karnataka Co-operative Marketing Federation with50 TDP Groundnut crushing capacity, during July 1992 at a total cost of Rs.1.25cores.Oil Packaging station, Whitefield KOF has modern edible oil packaging plant at Whitefield, Bangalore.Various types of edible oils are packed in sachets, Bottles, jerry cans andBarrels to suit the market requirements. NDDB also utilize the surplus capacityof the packing plant to pack "Dhara Health"-a premium sunflower oil brand ofNDDB.Marketing KOF and its regional Unions are marketing edible oils consumer packsthe extent of 1300 MTs per month. OF is the brand leader in "Safal" Doublefiltered Groundnut oil, since last 15 years Even in spite of server competitionfrom national players and Regional players KOF has a consistent growth inconsumer marketing activities. KOF’s major strength is consistent quality andtimely supplies. OF is also catering edible oils to major factory canteens (bothprivate and public sectors) in and around Bangalore. KOF has got strongdistribution network all over Karnataka which is the backbone in FMCGmarketing.Brand ContentBABASAB PATILfreepptmba .com Page 21
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL KOF markets following edible oils under the corporate brand name of"Safal" in consumer packs: Safal - Refined/Filtered Groundnut Oil Safal Sunglod - Sunflower Oil Safal - Refined Sunflower Oil premium Safal - Pure Coconut Oil Safal - Pure Farm Fresh Peanuts.All these Products carry the Government of India’s "AGMARK" seal which is acertification that ensure the purity and quality of the products.Financial Performance: KOF and its three Regional Unions started posting profits consistently fromthe last four years. During the year 2002-03. KOF and regional unions are likelyto post the net profit. Through the vegetable oil industry is sick due to edibleoils imports under OGL, KOF and its Regional Oil Union have survived andstarted posting net profits. This achievement is possible to KOF because ofdynamic and dedicated Board, Officers, Employees, strong marketing networkand grass root village level farmers networks to source the raw materials.Cost Cutting: KOF and its Regional Unions have reduced its administrative overheads tothe tune of 35% and also reduced the man power strength by implementingVoluntary Retirement Scheme (VRS) and almost 25% of the manpower isreduced.BABASAB PATILfreepptmba .com Page 22
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILPSS Operation:KOF is acting as sub agent of Nafed in Karnataka for PSS operation. Thisavoids distress sale of oilseeds by the farmer of Karnataka state. KOF procuredoilseeds under support price scheme from village level co-operative societies.KOF has procured huge quantities of oilseeds during 1999-2000 up to2002-2003.Farmers are happy with the PASS operation undertaken by KOF.AWARDS:  Second Best Productivity Award from the national productivity Council during 1985-86  Best Productivity Award during 1987-88 for its over all progress in the Oilseeds sector form the National productivity Council.  International Diamond Star Award for Quality form national Institute of Marketing Mexico during the year 1994-95.  Award for excellence and commitment to quality of the year 1995-96 by national Productivity Council.  Certificate of Merit Award for the year 197-98 in the category of Marketing and Oilseeds Federations sector from National Productivity Council, New Delhi.  Second Best Productivity Award for the year 1998-99 in the category of Marketing & Oilseeds Federations Sector From National Productivity Council, New Delhi  First Award For the year 2002-03 and second Award for the year 2003-04 form National Productivity Council, New Delhi.  Government of India in mid 1980’s started the “Technology Mission on Oilseeds and Pulses” (TMOP) inBABASAB PATILfreepptmba .com Page 23
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL order to enhance productivity in Oil-seeds and make India sold sufficient in Edible Oil. On 22-08-1984, Government of Karnataka approved the implementation of National Dairy Development Board’s NDDB Project and hence the Karnataka Co-operative Oilseeds Growers Federation Limited came in to existence.Safal Double Filtered Groundnut Oil Safal Double Filtered Groundnut oil is produced from selected farm freshGroundnuts in a very hygienic condition without loss of any natural vitamins,original in nature having more shelf life without any artificial preservatives. The oil contains all natural vitamins and rich in taste having traditionalimportance called as king of oils. Safal Double Filtered Groundnut Oil is wellnutritioned oil preferred by all age groups / house holds and most popular /highest selling brand in Karnataka. Safal Double Filtered Groundnut Oil isavailable in consumer packs like ½ Ltr / 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry canand Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels for usage byHotels, canteens, caterers, sweet stalls etc.Safal Golden Refined Groundnut Oil Safal Golden Refined Groundnut Oil is manufactured out of originalgroundnut oil produced from selected quality Groundnuts. The oil is Refinedsuit to modern taste / food style by reducing the colour / removing the odorwhile maintaining all natural nutrition / vitamins. The most preferred refined oilfor preparing premium range sweets / other dishes by above middle class / highincome groups. Safal Golden Refined Groundnut Oil is available in consumerpacks like 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry can and Bulk packing of 15 Ltr /15 kg Tins / 100 kgs HDPE Barrels for usage by Hotels, sweet / confectioneryBABASAB PATILfreepptmba .com Page 24
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILunits, Bakeries etc..Sungold Refined Sunflower Oil Sungold Refined Sunflower Oil is arrived from original Sunflower seedOil, light in colour without having odour and wax. The MUFA (MonoUnsaturated Fatty Acid) in the oil helps in maintaining the cholesterol level inthe human blood and helps in protecting health from heart related diseases. Theoil is rich with “C” and “E” vitamins naturally available in the Sunflower oiland most popular / widely accepted oil in refined oil range. The SungoldRefined Sunflower Oil is pure and the only oil with AGMARK certification,available at most reasonable price. The Sungold Refined Sunflower Oil is mostpreferred refined oil by house holds and bulk users like Hotels, Canteens, Sweetstalls, Caterers etc, or its reusable quality without having any un-liked odour.Sungold Refined Sunflower Oil is available in consumer packs like ½ Ltr pouch/ 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry cans / Pet jars and Bulk packing of 15 Ltr /15 kg Tins / 100 kgs HDPE Barrels.Uttam RBD Palmolien Uttam RBD Palmolien is good in quality and arrived out of importedPalmolien does not have any odour, wax and having more shelf life for the frieddishes. The RBD Palmolien helps in maintaining low cholesterol level in theblood and economically priced reaching all the income groups customers andmost preferred by the commercial users like Hotels, Caterers, Bakeries,Condiments / Confectionery Units etc. Uttam RBD Palmolien is available inconsumer packs like 200 Ml pouch / 1 Ltr pouch and Bulk packing of 15 Ltr /15 kg Tins / 100 kgs HDPE Barrels.BABASAB PATILfreepptmba .com Page 25
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILSuguna Refined Soyabean Oil Refined Soyabean Oil is rich nutrition and most popular / widely used oilin western countries. Soyabean Oil is extracted from quality Soyabean seedsand further processed to reduce the colour and fishy odor which is inherent inthe Soyabean. The Suguna Refined Soyabean oil is rich in nutrition with linolicacid contents in the oil which is good for health. The Refined Soyabean Oil isbest priced in the refined oil range widely accepted by consumers and bulk userspreferably by modern world Hotels, Fast food centers, Pizza corners, chinesrestaurants etc.Safal Pure Coconut Oil Safal Pure Coconut Oil is processed from selected copra arrived out ofwell grown Coconuts in South Indian coastal belts, having pleasing flavour andaroma finds extensive use in food, toiletry and industrial sectors because of itsunique characteristics. Safal Pure Coconut Oil is light in colour, ideal for deepfrying, better shelf life for fried products, ideal confectionery fat, gives bettertaste for traditional rich coastal foods. Safal Pure Coconut Oil is also used asbest cosmetic alternative since it is skin friendly oil, superior baby oil, goodemollient on skin, skull and hair, gives softness to skin, protects skin from heat,nourishes the hair roots and provide gloss to hair and contains vitamin “E”.Safal Pure Coconut Oil is available in economy range bulk packs for edible /cooking range like 1 Ltr / 1 Kg Jar, 5 Kg Jar, 15 Kg Tin / Jar and also availablein various small pack sizes like 50 Ml / 100 Ml / 200Ml / 500 Ml Bottlesconvenient for cosmetic usage.Safal Coffee Powder Safal Coffee Powder is special blend manufactured from selected coffeebeans produced in Chickmaglur. Chickmaglur is World famous Coffee beansBABASAB PATILfreepptmba .com Page 26
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILproducer and it’s quality having good flavour and aroma. Safal Coffee Powderis of 65:35 blend, 65% coffee powder is mixture of selected arabika and robstabeans. Coffee powder is available in both powder and filter farm. Our coffeepowder is specialized in good yield of coffee with good aroma smell andflavour. Coffee powder available in 500 gm, 200 gm, 100 gm and 50 gm packsat all leading counters in our area of operation.BABASAB PATILfreepptmba .com Page 27
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 4. DESIGN OF THE STUDYOBJECTIVES OF THE RESEARCH 1. To study the oil purchase behaviour of industrial customers 2. To study the consumption patterns for KOF oil among industrial customers 3. To estimate the potential demand for KOF oil by the industrial customers 4. To develop the database on the characteristics of the industrial customers 5. To develop suitable strategies for marketing of oil to industrial customersSUB-OBJECTIVES OF THE RESEARCH 1. To know the competitors potential in the same area. 2. Observation of the market 3. Suggesting areas for improvement vis-à-vis competitors practiceScope of the study • The data was collected from the industrial customers across Hubli- Dharwad city • The total sample size for the study is 200. • The study involves ascertaining the customer perception towards various areas such as product, price, quality, promotions offered, credit system and packing etc and developing suitable strategies to market Safal (KOF) oil.BABASAB PATILfreepptmba .com Page 28
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 5. METHODOLOGY Meaning: A research design is a method and procedure for acquiring informationneeded to solve the problem. A research design is a basic plan that helps in datacollection or analysis. It specifies the type of information to be collected, thesource and collection procedure. A good research decision will ensure that thedata collected is relevant to the objectives to be achieved. Research Method There are mainly five types of research methods used in a study. They are:  Observation  Survey  Analysis For this study, the survey and analysis method were the more appropriatemethods among all methods because the study required the responses from therespondents and survey method and their respective analysis suited the most. The category of research undertaken for this study is the survey method.The prime objective of this study is to develop suitable strategies to marketSafal Edible oil to the industrial customers. To know the purchase behaviour,consumption pattern of retailers the observation was done at the 10predetermined customers in Hubli-Dharwad cities as exponential research. Thiswas taken as the base to develop the questionnaire for industrial customers.BABASAB PATILfreepptmba .com Page 29
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILFurther the responses from 200 respondents were collected. 6. DATA TYPEPrimary data: Primary data is the data, which is collected at the first hand either by theresearcher or by someone else especially for the purpose of the study.Communication and observation are two basic means of obtaining primary data. Communication involves the questioning of respondents to secure thedescribed information using a data collection instrument. Observation does not involve questioning. Rather it means that thesituation of interests is checked and the relevant facts, actions and behaviour arerecorded. The primary data for this study was collected through structuredquestionnaires. This method of data collection is quite popular, particularly incase of big enquiries. A structured questionnaire has been used to survey theindusrial customers.  Primary data Collected from personal interviews using a structured questionnaireSecondary data: Secondary data includes those data, which are collected for some earlierresearch work and are applicable in the study, the study researcher has presentlyundertaken. Efficacious use of secondary data can both save money and time of theresearcher. The researcher using secondary data must also know theBABASAB PATILfreepptmba .com Page 30
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILfundamentals of the primary data collection. Secondary data is a valuable sourceof data. Though the secondary data is less expensive and can be collected withina short period of time yet, they do not solve the research problems completely.This may be due to different units of its measurement, different classesemployed to report data, which may become outdated by the time of itspublication, this data may not be adequately processed, it may not be sufficientand so on. The source of secondary data for this research are mainly • The company website: http:/www.kof.co.in • Union Manual • Telephone Directory • District Statistic Office • Hotel Association Hubli-Dharwad • Company database, website, journals and reportsBABASAB PATILfreepptmba .com Page 31
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 7. SAMPLING PROCEDURE In the study of this kind primary data plays a vital role. Regardless of themethod used to obtain the primary data (experimentation, observation andsurvey), the researcher has to decide whether the data to be obtained from everyunit of the population under study or only a representative portion of thepopulation will be used. The first approach, which is collecting data about eachand every unit of the population, is called census method. The second approach,where only a few units of population under study are considered for analysis iscalled sampling method.Sampling planType of sampling: The sampling is non-probability convenient sampling ofcustomers. The respondents are chosen according to the convenience of theresearcher.Sample size: The total sample size for the study was 200 respondents.Research InstrumentBABASAB PATILfreepptmba .com Page 32
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL The instrument used in the study is – a structured questionnaire.Method of data collection The data was collected by Personal interview and Telephonic interviewwith the respondents.Limitations of the study Every research is carried under some boundaries and this research isnot an exception. The limitations of this research are:  The opinion of the respondents may not represent the whole population.  Due to the limitations of time, a larger respondent base could not be covered and was limited to a sample size of 200 respondents.  There might have been tendencies among the respondents to filter their responses under the given conditions.  Analysis of data obtained from the questionnaire was done on the assumption that honest and correct information had been given by the respondents.BABASAB PATILfreepptmba .com Page 33
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 8. TOOLS OF ANALYSISa) Statistics It is concerned with scientific method fro collecting, organizing,summarizing, presenting and analyzing data as well as drawing validconclusions and making reasonable decisions on the basis of such analysis.b) Statistical tools available for analysis 21. Classification and tabulationIt gives a proper understanding that is how the data is to be collected and alsoprovides genuine interest in handling numerical data. There are two types ofdata that are to be collected and analysed in statistics. These are i) Primary data- the data that are collected first hand by someone specifically for the purpose of facilitating the study and ii) Secondary data-any data that have been gathered earlier for some 2 Fundamentals of Statistics by J. C. Berry pp 23-196BABASAB PATILfreepptmba .com Page 34
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL purpose are secondary data.Which is further divided into qualitative data and quantitative data.2. Graphical RepresentationIt is another way representing the data in the form of diagrams and graphs. It isused to present the scattered, unorganised and ill structured data in a wellunderstandable and acceptable way. There are several types of graphicalrepresentation methods such asi) Range graphsii) Frequency graphs a) Histogram b) Polygon c) Frequency curve d) Ogive Curves e) Lorenz Curve f) Z-Chart.iii) Ratio Scale graphsiv) One dimensional diagrams a) Line graph b) Simple Bar Diagram c) Multiple barsv) Two dimensional diagrams Circular or Pie Diagrams3. Measures of Central Tendency (Measures of location)Arithmetic Mean, weighted mean, the median, the mode, the geometric meanand the harmonic mean these tools are very much essential to indicate thecharacteristics of the entire data, to facilitate comparisons.4. Measures of dispersion (Measures of variability)It is the extended version of central tendency which not only characterizes thedata but also indicates the extent of variability in a distribution which is one stepahead and near to the clear understanding of the pattern of the data. There arefour types of dispersion viz., the range, the inter-quartile range or the quartileBABASAB PATILfreepptmba .com Page 35
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILdeviation, the mean deviation and the standard deviation.5. Testing Hypothesis A hypothesis is a proposition that we want to rectify. For example wethink that the companies manufacturing mobiles spend at least 20 percent oftheir annual profits on advertising. This is a statement or a proposition that wewould like to verify whether it is true or not. For this we need to collect relevantinformation, process it using statistical techniques and then test the abovehypothesis.It consist of null hypothesis-it states a positive statement and it is indicated as“Ho”For ex: Ho: Companies spend 20 % of their annual income on advertisementsand a alternative hypothesis states a negative statement and its is denoted as“H1”For ex: H1: Companies do not spend 20 % of their annual income onadvertisements.Later the analysis shows which statement is right by accepting a statementwhich tends reject the other one and vice versa.6. Regression Analysis Regression is a statistical technique to predict one variable from anothervariable and it is confined to bivariate data.Multiple Regression is the further step to indicate the process of predicting onevariable from two or more variables instead of only one.7. Correlation analysisCorrelation is to know the inter dependency of one variable over the other itBABASAB PATILfreepptmba .com Page 36
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILalso provides enormous information to ascertain the association between twovariables such as relation between the two variables, relatedness or independentness of two variables, to know the nature and strength of the variables and alsoto access the casual relationship between them. This means that the variation inone variable causes variation in another.Multiple Correlations is to ascertain the interdependency, relatedness betweentwo or more variables.c) Tools used for analysis • Frequency Ratios • Quartile Percentiles • Graphical and diagrammatic representation • Cross Tabulations • Factor Analysis • Chi Square- Goodness of fit testBABASAB PATILfreepptmba .com Page 37
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 9. ANALYSIS 1. Type of Business Frequency Percent Valid Percent Cumulative Percent Hotel 81 40.5 40.5 40.5 Industrial Canteens 13 6.5 6.5 47.0 Educational Institution 15 7.5 7.5 54.5 CanteensBus and Railway Station 6 3.0 3.0 57.5 Canteens Bakeries 27 13.5 13.5 71.0 Sweet marts 12 6.0 6.0 77.0 Kirana Stores 46 23.0 23.0 100.0 Total 200 100.0 100.0BABASAB PATILfreepptmba .com Page 38
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 2. Type of oil Frequency Percent Valid Percent Cumulative Percent Valid Groundnut 38 19.0 24.7 24.7 Sunflower 10 5.0 6.5 31.2 Vanaspati 12 6.0 7.8 39.0 Palm 64 32.0 41.6 80.5 Soyabeen 30 15.0 19.5 100.0 Total 154 77.0 100.0 Missing System 46 23.0 Total 200 100.0 3. Usage of any other brand Frequency Percent Valid Percent Cumulative Percent Valid Yes 52 26.0 33.8 33.8 No 102 51.0 66.2 100.0 Total 154 77.0 100.0 Missing System 46 23.0 Total 200 100.0BABASAB PATILfreepptmba .com Page 39
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 4. Reasons for changing the earlier brand Frequency Percent Valid Percent Cumulative Percent Valid Rate 17 8.5 63.0 63.0 Poor quality 1 .5 3.7 66.7 Irregularity of 9 4.5 33.3 100.0 supply Total 27 13.5 100.0Missing System 173 86.5 Total 200 100.0 5. Mode of payment Frequency Percent Valid CumulativeBABASAB PATILfreepptmba .com Page 40
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Percent Percent Valid Cash 53 26.5 26.5 26.5 Credit 147 73.5 73.5 100.0 Total 200 100.0 100.0 6. Credit period Frequency Percent Valid Cumulative Percent Percent Valid Week 120 60.0 82.8 82.8 Fortnight 13 6.5 9.0 91.7 Month 12 6.0 8.3 100.0 Total 145 72.5 100.0 Missing System 55 27.5 Total 200 100.0BABASAB PATILfreepptmba .com Page 41
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 7. Sort of Agreement for credit Frequency Percent Valid Percent Cumulative Percent Valid Written Agreement 34 17.0 18.8 18.8 Oral Communication 147 73.5 81.2 100.0 Total 181 90.5 100.0 Missing System 19 9.5 Total 200 100.0 8. Procedure of Purchase Frequency Percent Valid Cumulative Percent Percent Valid Market 173 86.5 86.5 86.5 price Negotiated 27 13.5 13.5 100.0 price Total 200 100.0 100.0BABASAB PATILfreepptmba .com Page 42
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 9. Opinion about Price Frequency Percent Valid Cumulative Percent Percent Valid Very High 133 66.5 66.5 66.5 High 67 33.5 33.5 100.0 Total 200 100.0 100.0 10. Frequency of Purchase Frequency Percent Valid Cumulative Percent Percent Valid Daily 62 31.0 31.0 31.0 Weekly 66 33.0 33.0 64.0 Fortnightly 46 23.0 23.0 87.0 Monthly 26 13.0 13.0 100.0 Total 200 100.0 100.0BABASAB PATILfreepptmba .com Page 43
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 11. Ordering Procedure Frequen Percent Valid Cumulative cy Percent Percent Valid Telephone 67 33.5 33.5 33.5 enquiry Personal 87 43.5 43.5 77.0 enquiry Supplier visit 46 23.0 23.0 100.0 Total 200 100.0 100.0 12. Judging the Quality of Oil Frequency Percent Valid Cumulative PercentBABASAB PATILfreepptmba .com Page 44
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Percent Valid Colour 13 6.5 6.5 6.5 Smell 80 40.0 40.0 46.5 Taste of cooked 52 26.0 26.0 72.5 food Burning duration 27 13.5 13.5 86.0 Others 28 14.0 14.0 100.0 Total 200 100.0 100.0 13. Reason for Preferring Branded Edible oil Frequency Percent Valid Percent Cumulative Percent Valid Packing ensures 27 13.5 13.5 13.5 quality Correct weight 40 20.0 20.0 33.5 Convenient to handle 67 33.5 33.5 67.0 Packed oil is 53 26.5 26.5 93.5 hygienic Packs can be reused 13 6.5 6.5 100.0 for some other purposes Total 200 100.0 100.0BABASAB PATILfreepptmba .com Page 45
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 14. Preference of Package Frequency Percent Valid Cumulative Percent Percent Valid Pouch 50 25.0 25.0 25.0 Pet Bottle 53 26.5 26.5 51.5 Jerry Can 40 20.0 20.0 71.5 Tins 20 10.0 10.0 81.5 Barrels 37 18.5 18.5 100.0 Total 200 100.0 100.0 15. Usage of Oil Frequency Percent Valid Percent Cumulative Percent Valid General 96 48.0 48.0 48.0 cooking Sweets 24 12.0 12.0 60.0 preparation Bakery items 34 17.0 17.0 77.0 Resale 46 23.0 23.0 100.0 Total 200 100.0 100.0BABASAB PATILfreepptmba .com Page 46
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 16. Variation in the Purchase Frequency Percent Valid Cumulative Percent Percent Valid Definitely 48 24.0 24.0 24.0 varies May Vary 110 55.0 55.0 79.0 Remains 42 21.0 21.0 100.0 the same Total 200 100.0 100.0 17. Awareness towards Safal Frequency Percent Valid Cumulative Percent Percent Valid Yes 155 77.5 77.5 77.5 No 45 22.5 22.5 100.0 Total 200 100.0 100.0BABASAB PATILfreepptmba .com Page 47
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 18. Tried Safal Brands Frequency Percent Valid Cumulative Percent Percent Valid Yes 65 32.5 67.3 67.3 No 134 67.0 32.7 100.0 Total 199 99.5 100.0 Missing System 1 .5 Total 200 100.0 19. Opinion about Contract with KOFBABASAB PATILfreepptmba .com Page 48
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Frequency Percent Valid Percent Cumulative Percent Valid Will certainly buy 76 38.0 38.0 38.0 Probably would 57 28.5 28.5 66.5 like to buy Not decided 26 13.0 13.0 79.5 Probably would 25 12.5 12.5 92.0 not buy Definitely would 16 8.0 8.0 100.0 not buy Total 200 100.0 100.0BABASAB PATILfreepptmba .com Page 49
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL10. CHI-SQUARE TEST-GOODNESS OF FITProblem: In this marketing project, company faces the problem of selection ofappropriate sizes for package design. There are five different sizes of packagingviz. pouch, pet bottle, jerry can, tins and barrels. Out of these five the packages,which is the most preferred one? PreferencePackage Size by CustomersPouch 50Pet Bottle 53Jerry Can 40Tins 20Barrels 37Total 200Do the consumer preferences for package sizes show any significant difference?Solution: If you look at the data, you may be tempted to infer that pet bottle is themost preferred package size. Statistically, you have to find out whether thispreference could have arisen due to chance. The appropriate test statistic is the p ²test of goodness of fit.Null Hypothesis: All package sizes are equally preferred.Alternative Hypothesis: They are not equally preferredBABASAB PATILfreepptmba .com Page 50
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Observed ExpectedPackage Size (O-E)2 (O-E)2/E Frequencies (O) Frequencies (E) Pouch 50 40 100 2.5 Pet Bottle 53 40 169 4.225 Jerry Can 40 40 0 0.000 Tins 20 40 400 10.00 Barrels 37 40 9 0.225 Total 200 200 16.95Under the null hypothesis of equal preference for all package sizes being true, theexpected frequencies for all the package sizes will be equal to 40. Applying theformulaχ 2=Σ (O E/E) 2we get the computed value of chi-square (χ²) = 16.95The critical value of χ 2 at 5% level of significance for 4 degrees of freedom is9.488. So, the null hypothesis is rejected. The inference is that all package sizesare not equally preferred; hence preference has not occurred by chance by thecustomers. In particular, Pet Bottle is the most preferred one. The marketingmanager can introduce and enhance Pet Bottle package in the market. 11. CROSS TABULATION BETWEEN TYPE OF BUSINESS AND TYPE OF OIL CONSUMPTIONBABASAB PATILfreepptmba .com Page 51
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Type of Business * 154 77.0% 46 23.0% 200 100.0% Type of oilType of Business * Type of oil CrosstabulationCount Type of oil Total Groundnut Sunflower Vanaspati Palm Soyabeen Type of Hotel 32 5 2 42 81 Business Industrial 2 2 1 8 13 Canteens Educational 4 3 1 7 15 Instn Canteens Bus and 6 6 Railway Station Canteens Bakeries 4 11 12 27 Sweet marts 8 2 2 12 Total 38 10 16 76 14 154 Cross Tabulation continuedBABASAB PATILfreepptmba .com Page 52
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 50 40 Type of oil 30 Groundnut 20 Sunflow er Vanaspati 10 Palm Count 0 Soyabeen H In Ed Bu Ba Sw ot du uc ke s ee el st an at rie t ria io d m s lC ar na R ai ts lI an lw ns te ay tn en St Ca s at Type of BusinessBABASAB PATILfreepptmba .com Page 53
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 12. OBJECTIVE WISE ANALYSIS Table 1 shows the type of industrial customers viewed interviewed Type Number of Percentage Respondents (%) Hotels 82 41 % Industrial canteens 13 6.5 % Educational 15 7.5 % Institution canteens Bus and railway 6 3% station canteens Bakeries 27 13.5 % Sweet marts 11 5.5 % Retail Shops 46 23 % Total 200 100 % Interpretation: The survey consists of 41 % hotels, 6.5% Industrialcanteens, 7.5 % educational institution canteens, 3 % bus and railway stationrestaurants, 13.5 bakeries, 5.5 % sweet marts, and 23 % retail shops in andaround Dharwad-Hubli cities.BABASAB PATILfreepptmba .com Page 54
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Objective 1: Purchase Behaviour of the industrial customers 1. Place of Purchase Kirana Stores Associated Agencies and w holesale Traders Directly from mill Direcly from KOF Interpretation: As per the survey 51% customers purchase theirrequired oil from the nearby retailers, 21% purchase from associated agenciesand wholesale traders, 18 % directly from the mills around and 10 % purchasefrom KOF Hubli. 2. Facilities offered by the suppliers Facilities Frequency Percent Credit Facility 54 26.7 Emergency 14 6.7 Services Free Delivery 27 13.3 Bulk buying 14 6.7 discount 1+2 14 6.7 1+2+3 27 13.3 1+3+4 14 6.7 2+3+4 14 6.7 1+2+3+4 27 13.3 Total 200 100.0BABASAB PATILfreepptmba .com Page 55
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1+2+3+4 Credit Facility 2+3+4 1+3+4 Emergency Services 1+2+3 Free Delivary 1+2 Bulk buying discount 3. Mode of Payment Cash Credit Interpretation: Only 26.7 % of the customers purchase directly bypaying cash and the rest 77.3 % of the customers are availing the facility ofCredit..BABASAB PATILfreepptmba .com Page 56
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 4. Credit Period offered by the suppliers Missing More than a month Week Fortnight Interpretation: 60 % of the customers will avail 1 week credit period,and 6.8 and 6.7 % customers will avail fortnight and monthly credit period andrest 26.7 % purchase directly by paying cash. 5. Sort of Agreement for credit facilityBABASAB PATILfreepptmba .com Page 57
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Missing Oral Communication Interpretation: 73.3 % of customers have oral communication sort ofagreement between their suppliers and the rest avail cash business. 6. Restriction for ordering the quantity Yes No Interpretation: Only 20 % of the population has restriction overordering quantity and rest can order as much as they require.BABASAB PATILfreepptmba .com Page 58
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 7. Procedure followed while purchasing oil Negotiated price Market price Interpretation: Only 13.3 % of the customers purchase by negotiatingand the rest 86.7% purchase by ruling rate i.e. at market price. 8. Customers opinion about price of the oil High Very HighBABASAB PATILfreepptmba .com Page 59
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Interpretation: 66.7 % of the customers prefer price is very high andthe rest 33.3 % prefer it as only high. 9. Ordering or procuring procedure of edible oil Supplier visit Telephone enquiry Personal enquiry Interpretation: 33.3 % customers enquire over a phone a and thenplaces the order, 43.4 % customers prefer personal means of procuring oil fromdealers, 23.3 % customers place order to the salesman of the dealer and getplaced the order. 10. Means of judging the quality of oilBABASAB PATILfreepptmba .com Page 60
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Colour Others Burning duration Smell Taste of cooked f ood Interpretation: 6.7 % customers judge the quality of oil on the basis ofcolour, 40 % on smell of the food, 26.6 % on taste of the food, 13.3 % on theburning duration of oil and lastly 13. 1% on the basis of some other factors 11. Reason of preferring branded edible oil 12 Packs can be reused Packing ensures qual Convenient to handle Packed oil is hygien Interpretation: 13.3 % customers purchase branded oil because ofpacking ensures quality of oil, 20 % because of convenience in handling, 33.3% prefer branded oil because its hygienic, 26.7 % customers prefer branded oilbecause the containers reusable quality, and lastly the remaining 6.7 % preferBABASAB PATILfreepptmba .com Page 61
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILbranded oil because of both ensuring quality and convenient aspects. 12. Utilization of the product General cooking Resale Bakery items Special foodInterpretation: 48 % customers use edible oil for general cooking purposes,23 % use for reselling purposes, 17% for preparing sweets and lastly 12 % forpreparing special food. 13. Variation in purchase pattern with the change in price Definitely varies Remains the same VariesInterpretation: 24% customers opinion is their purchase patter will definitelychange with the change in price, 21 % customers opinion is their purchaseBABASAB PATILfreepptmba .com Page 62
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILpattern will remain the same with the change in price and 55% customersopinion is their purchase patter may change with the change in price. Objective 2: Consumption Patterns of the Industrial Customers 1. Different brands used by the customers Ruchigold, Fortune, Goldwinner, Saffola, Safal, DR, Sunflower, Gemini,Sungold, Vijaylaxmi, Dhara, and some loose brands these are some of the majoredible oil players in and around the arcade of Hubli-Dharwad cities. 2. Edible oil types and their consumption demand Ghee Groundnut 14% 23% Soyabean 8% Vanaspati Sunflower 14% 13% Palm 28% Groundnut Sunflower Palm Vanaspati Soyabean Ghee Interpretation: From the above graph we can make out that majority ofthe industrial customers of edible oil prefer palm oil in a greater extent, thenground nut oil, followed by vanaspati 14%, sunflower 13%, ghee 14% andSoyabean 8%BABASAB PATILfreepptmba .com Page 63
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3. Customers proportion earlier who were using some other brands Yes No Interpretation: The above signifies that only 33.3% have tried to shiftfrom their earlier brands and rest 66.7 % have remained to their existing brandsbecause of some factors. 4. Reason for shifting from earlier brandsBABASAB PATILfreepptmba .com Page 64
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL Missing Rate Irregularity of supp Brand loyaltyInterpretation: 34 % of the customers have changed their brands because ofthe price variation in the market, 7 % of the customers have changed because ofirregularity in the supply, and the rest are 59% are considered to be as brandloyal customers. 5. Net branded oil consumption in Hubli Dharwad cities3 Sl. No. Type of oil Quantity Percentage Kgs/Month 1 Groundnut oil 58623 38.4 % 2 Sunflower 25009 16.43 % 3 Vanaspati 8356 5.48 % 4 Soyabean 1258 0.8 % 5 Palm 59349 38.89 % Total 1,52,595 kgs 100 6. Industrial customer’s consumption Sl. Type of oil Quantity Percentage No. Kgs/Month3 District Statistic Office Gadget.BABASAB PATILfreepptmba .com Page 65
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1 Hotels 89188 39.17 2 Industrial canteens 428 .19 3 Educational Institution 950 .42 canteens 4 Bus and railway station 1580 .69 canteens 5 Bakeries 31702 13.92 6 Sweet marts 62325 27.37 7 Hostels 1219 .535 8 Retail Shops 40284 17.69 Total 2,27,676 100 Kgs 7. Frequency of purchase Monthly Fortnightly Daily Weekly Interpretation: 24.7% customers prefer daily purchases, 60 % preferweekly purchasing, 8.7% prefer fortnightly purchases and 6.6 % customersprefer monthly purchases. 8. Utilization of the productBABASAB PATILfreepptmba .com Page 66
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL General cooking Resale Bakery items Special food Interpretation: 48 % customers use edible oil for general cookingpurposes, 23 % use for reselling purposes, 17% for preparing sweets and lastly12 % for preparing special food. Objective 3: Estimation of Potential Demand 1. Net branded oil consumption in Hubli Dharwad cities Sl. No. Type of oil Quantity Percentage Kgs/Month 1 Groundnut oil 558623 40.4 % 2 Sunflower 75009 5.425 % 3 Vanaspati 98356 7.11 % 4 Soyabean 91258 6.6 % 5 Palm 559349 40.465 % Total 13,82,595 100 kgs 2. Industrial customer’s consumption Sl. Type of customers Quantity PercentageBABASAB PATILfreepptmba .com Page 67
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL No. Kgs/Month 1 Hotels 289188 55.85 2 Industrial canteens 428 .08 3 Educational Institution 950 .18 canteens 4 Bus and railway station 1580 .30 canteens 5 Bakeries 51702 10 6 Sweet marts 92325 17.83 7 Hostels 1219 .235 8 Retail Shops 80284 15.50 Total 5,17,676 100 Kgs 3. Edible oil types and their consumption demand Ghee Groundnut 14% 23% Soyabean 8% Vanaspati Sunflower 14% 13% Palm 28% Groundnut Sunflower Palm Vanaspati Soyabean Ghee Interpretation: From the above graph we can make out that majority ofthe industrial customers of edible oil prefer palm oil in a greater extent, thenground nut oil, followed by vanaspati 14%, sunflower 13%, ghee 14% andSoyabean 8%BABASAB PATILfreepptmba .com Page 68
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 4. Factors influencing quality of oil 50 40 30 20 10 Taste of cooked food Burning duration 0 Others Colour Smell Interpretation: 6.7 % customers judge the quality of oil on the basis ofcolour, 40 % on smell of the food, 26.6 % on taste of the food, 13.3 % on theburning duration of oil and lastly 13. 1% on the basis of some other factors 13. FINDINGS • The survey consists of 41 % hotels, 6.5% Industrial canteens, 7.5 % educational institution canteens, 3 % bus and railway station restaurants, 13.5 bakeries, 5.5 % sweet marts, and 23 % retail shops in and around Dharwad-Hubli cities. • Out of the sample surveyed 51 % of the sample purchase their required oil from near by retailers, 21% purchase from associated agencies and wholesale traders, 18 % directly from the mills around and 10 % purchase from KOF Hubli.therefore retailers are the mainframe partners for the company and then followed by dealers or traders. • 77.5 % of the population is dealing with retailers, suppliers, agenciesBABASAB PATILfreepptmba .com Page 69
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL through credit, hence providing good credit period and along with some promos would also yield greater revenue. • There is a greater demand for edible oil in the market as customers are not arguing or striving to negotiate; they are ready for the market rate, as 86.5% population prefer the oil rate as high. So a greater proportion of the market is price inelastic. • 60 % of the customers will avail 1 week credit period, and 6.5 and 7 % customers will avail fortnight and monthly credit period and rest 26.5 % purchase directly by paying cash. • 73.5 % of customers have oral communication sort of agreement between their suppliers and the rest avail cash and carry business. • Only 20 % of the population has restriction over ordering quantity and rest can order as much as they require. • 33.5 % customers enquire over a phone a and then places the order, 43 % customers prefer personal means of procuring oil from dealers, 23.5 % customers place order to the salesman of the dealer and get placed the order. • 6.5 % customers judge the quality of oil on the basis of colour, 40 % on smell of the food, 26.5 % on taste of the food, 13.5 % on the burning duration of oil and lastly 13. 5% on the basis of some other factors • 13.5 % customers purchase branded oil because of packing, which ensures quality of oil, 20 % because of convenience in handling, 33.5 % prefer branded oil because its hygienic, 26.5 % customers prefer branded oil because the containers reusable quality, and lastly the remaining 6.5 % prefer branded oil because of both ensuring quality and convenient aspects. • 48 % customers use edible oil for general cooking purposes, 23 % use for reselling purposes, 17% for preparing sweets and lastly 12 % forBABASAB PATILfreepptmba .com Page 70
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL preparing special food. • 24% customers opinion is their purchase pattern will definitely change with the change in price, 21 % customers opinion is their purchase pattern will remain the same with the change in price and 55% customers opinion is their purchase pattern may change with the change in price. • Ruchigold, Fortune, Goldwinner, Saffola, Safal, DR, Sunflower, Gemini, Sungold, Vijaylaxmi, Dhara, and some loose brands these are some of the major edible oil players in and around the arcade of Hubli-Dharwad. • Majority of the industrial customers of edible oil prefer palm oil in a greater extent i.e. 28 %, then ground nut oil 23%, followed by vanaspati 14%, sunflower 13%, ghee 14% and Soyabean 8% • Only 33.5 % have tried to shift from their earlier brands and rest 66.5 % have sticked to their existing brands. • 34 % of the customers have changed their brands because of the price variation in the market, 7 % of the customers have changed because of irregularity in the supply, and the rest are 59% are considered to be as brand loyal customers. Greater extent of brand loyalty is being seen in the market. • 48 % customers use edible oil for general cooking purposes, 23 % use for reselling purposes, 17% for preparing sweets and lastly 12 % for preparing special food. • From the above graph we can make out that majority of the industrial customers of edible oil prefer palm oil in a greater extent, then ground nut oil, followed by vanaspati 14%, sunflower 13%, ghee 14% and Soyabean 8% • 6.7 % customers judge the quality of oil on the basis of colour, 40 % on smell of the food, 26.6 % on taste of the food, 13.3 % on the burningBABASAB PATILfreepptmba .com Page 71
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL duration of oil and lastly 13. 1% on the basis of some other factors. • 66.5 % of the customers prefer price is very high and the rest 33.5 % prefer it as only high. 14. RECOMMENDATIONS 1. Estimated potential demand for oil by the industrial consumers is 5,17,676 Kgs per month it constitutes 37.4 % of the net oil consumption Hubli- Dharwad cities. Among the customers surveyed hotel customers, sweetBABASAB PATILfreepptmba .com Page 72
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL marts and retailers are the major constituting 55.85%, 17.83% and 15.50 % respectively. 2. Palm and groundnut oil are the most consumed oil among the 5 common types of edible oil. Except for groundnut oil all other types of oil used by customers were branded. 3. Most customers who are aware of Safal or Sungold brands are under the impression that these brands are meant for domestic consumption and not for commercial consumption. Bulk quantity should be posed with greater efforts to market, which would yield greater and instant sales. 4. Union should concentrate on these industrial customers as they constitute a greater portion of the market as they consume 37.4% of net consumption. Personal selling approach, door-to-door selling and any time availability by some effective distribution points in and around Dharwad cities are some approaches of acquiring larger market share. 5. Regarding promotions a. Credit facility- It should be extended to some needy customers depending on their credit worthiness. In order to encourage cash sales, the union should extend cash rebate to institutions who prefer to buy oil on cash basis. b. Replacement guarantee- this facility is already available and being extended by the competitors. The union should introduce this service for quality complaints and damaged packing at the time of delivery. c. Door-to-door Sales- An approach, which would give some competitive edge by serving them at their places by knowing their need, requirement and suggesting them some purchase tactics as well because very few competitors have this tactic in market.BABASAB PATILfreepptmba .com Page 73
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 6. Survey still speaks out the unawareness of the products of KOF, it largely mentions that company has to take necessary steps regarding basic ground level communication by the aid of; a. Economic medias like newspapers insertions viz. pamphlets b. Endorsing some economic programs around Hubli-Dharwad twin cities where large women population gathers ex children associated competitions c. Road shows and acquiring customers during social gathering 7. Shelf-spacing should be well planned and should be maintained in the outlets, since it influences the buying behavior of consumers to a reasonable extent, and similarly attracting the customer by making use of these shelf’s in a proper way. 8. As the competitors have come with strategies that are affecting the market of KOF, therefore the company should come with strategies that can counter react to these strategies with respect to pricing, effective promotion and ease-of-availability of the products. 9. Better incentive or margin can be provided to the retailers or dealers as they act as a main connectivity to the customers (intermediaries). 10. At most stress should be given to promotions of KOF products with the aid of media like TV advertisements, road shows, celebrity endorsements which are the effective tools to leave a strong impression in the minds of customers. 11. Packaging also plays an important role in the consumer market,BABASAB PATILfreepptmba .com Page 74
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL attractive packaging could also yield some greater market share. 12. Majority of the market is being price sensitive pricing strategies can help company to gain more price sensitive customers. Some others suggestions • Providing hand pump and measurement jars with large quantity purchases enabling them to takeout oil from those barrels or cans • A locking system or tap kind of system can be provided to have a better control over stocking oil for durations • The union should advertise on Government Buses, Rickshaws and company vehicles regarding KOF, products and offer specifications it will enhance awareness and pulls the market towards it. 15. SWOT ANALYSISBABASAB PATILfreepptmba .com Page 75
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL STRENGTHS OPPORTUNITIES1. KOF’s brand name SAFAL itself 1. Hubli-Dharwad region is is strength to the company. densely covered with2. Good relation with retailers industrial customers and3. Direct distribution channel big players of retail like4. Well accepted quality. Bigbazaar, More, and RelianceFresh has a greater demand for all the players who process or market edible oil. 2. Greater demand for edible oil in the market customers’ un arguing or non-negotiating attitude towards the price; 3. Growing Health awareness or consciousness. WEAKNESSES THREATS 1. Scarcity of required 1. Intensive competition by working capital as it’s a local brands as well as subsidiary of Govt. some national brands 2. Existing in the market since 2. Price Sensitive market 1990’s yet not known to the 3. Impact of Commodity people. market 3. Lesser Promotions of the company.BABASAB PATILfreepptmba .com Page 76
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 16. ANNEXURESI. QuestionnairePersonal InformationName:____________________________________________________________________________Business Name:__________________________________________________________________Address:__________________________________________________________________________Contact No.:___________________________1. Which brand’s oil do you use?_______________________________________2. From where you will purchase the oil?Distributor Name and Address..________________________________________________________________________________________________________________________________________3. Who is the manufacturer?_____________________________________________________________________4. What type of oil do you purchase? Groundnut □ Sunflower □ Vanaspati □ Soyabean □ Palm □ Others……………………5. Since how long you are using this brand? ____________ (in months)6. Have you ever tried any other brand? Name it Yes □ No □ (If yes)______________________BABASAB PATILfreepptmba .com Page 77
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL7. What are the reasons for switching over?Rate □ Poor Quality □ Irregularity of Supply □Non-availability □ Poor Service □ Other ______________________8. Do the suppliers offer you any other facilities like Credit Facility □ Emergency Services □ Free Delivery □ Bulk buying discount □ Any other Specify_____________ □9. What is the mode of payment? Cash □ Credit □ (if credit go to Q No. 6, 7 & 8)10. How many days of credit __________11. What sort of agreement you have for the credit? Written Agreement or bond □ Oral Commitment □ Credit Bill □ Bank Guarantee □ Deposits □ Any others please specify________________ □12 Are you ready to do cash and carry business? Yes □ No □13. What is the minimum quantity of oil do you purchase (in Kgs/month)?________________________________________________________________________14. What is the procedure followed while purchasing oil?BABASAB PATILfreepptmba .com Page 78
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILFixed Rate Contract □ Centralized Purchase □Ruling Rate Contract □ Negotiated Rate □15. Do you call tenders? Yes □ No □16. At what time of the year do you call for tenders? Beginning of the year □ Middle of the year □ Year ending □17. What is your opinion about the price of the oil? Very High □ High □ Reasonable □18. How frequently you purchase the stock of these products? Daily □ Weekly □ Fortnightly □ Monthly □19. How do you order and get the delivery of the edible oil?Telephone enquiry □ Personal enquiry and Purchase □Supplier Visit □ Written Indent to suppliers □Others please specify__________________ □20. What factor of oil influence you the most? (In the order of preference)Factor I II IIIPriceQualityBrand21. How do you judge the quality of the oil?BABASAB PATILfreepptmba .com Page 79
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILColour □ Smell □ Taste of Cooked Food □Burning Duration □ Others______________22. You prefer to purchase edible oil becausePacking ensures quality □ Correct Weight □Convenient to handle □ Packed oil is hygienic □Packs can be reused for other purpose □ No need to carry containers □Any other please specify □…………………23 In what type of package do you buy? Pouch □ Pet Bottle □ Jerry Can □ Tins □ Barrels □24. How is edible oil used in your institution/organization?General Cooking □ Sweets Preparation □ Bakery items □Special Food □ Others………………………25. Does your purchase opinion pattern varies with the change in priceDefinitely varies □ It may Vary □ Remains same □26. Are you aware of Safal brand of oil? Yes □ No □27. Have you ever tried these brands? Yes □ No □28. If Union gets into contract with your institution would you like to buy oilin bulk from the union? (Go to Q no. 29 only if answer is No)BABASAB PATILfreepptmba .com Page 80
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OILWill certainly buy □ Probably would like to buy □ Not decided □Probably would not buy □ Definitely not buy □29. Why do you think you would not buy from the union? (Please give reasons)__________________________________________________________________________________________________________________________________________________________________________________________ Thank you for your kind cooperation SignatureII. DATA SHEET 1 Ruchigol 1 36 2 . . 1 . . 3 2 . 1 1 2 1 1 3 1 3 1 2 1 1 Ruchigol 1 12 1 DR 1 . 2 2 2 3 2 . 1 2 3 3 3 1 1 2 2 2 1 1 DR 4 15 2 . . 2 1 2 3 2 . 1 1 2 3 3 1 1 2 2 2 2 1 Dhara 1 8 2 . . 2 1 2 3 2 . 2 1 3 2 2 1 1 2 2 2 5 1 Saffola 1 2 1 Goldy 1 . 1 . . 3 2 . 1 1 2 2 2 1 1 2 2 2 3 1 Safal 1 12 2 . . 2 3 2 3 2 . 1 2 1 2 3 1 1 3 1 2 4 1 Safal 4 6 2 . . 1 . . 4 2 . 1 3 2 3 3 3 1 2 2 2 2 1 Ruchiglo 4 15 2 . . 2 1 2BABASAB PATILfreepptmba .com Page 81
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3 2 . 1 1 2 2 4 1 1 1 1 1 3 1 Ruchigol 4 22 1 DR 1 . 2 1 2 3 2 . 2 1 2 4 5 1 1 2 1 2 5 1 Refined 1 14 2 . . 2 1 2 3 2 . 2 1 1 5 4 1 1 1 1 2 4 1 Sunflowe 1 56 2 . . 2 1 2 3 2 . 1 2 2 4 1 1 1 3 1 1 1 1 Safal 4 08 1 DR 1 . 2 2 2 4 2 . 1 2 3 3 3 1 1 2 2 2 3 1 Goldwinn 4 06 2 . . 2 1 2 3 2 . 1 1 2 5 3 1 1 2 1 1 1 1 Fortune 4 11 2 . . 2 1 2 3 2 . 2 3 3 2 2 1 1 2 1 1 2 1 Ruchigol 4 19 1 Safal 3 . 1 . . 3 2 . 1 3 2 2 2 1 1 2 2 2 2 1 Dhara 4 36 2 . . 2 3 2 3 2 . 1 3 2 2 3 3 1 3 2 2 1 1 Ruchigol 4 12 2 . . 1 . . 4 2 . 2 4 2 3 3 1 1 2 1 1 1 1 Healthfi 4 15 1 Gemini 3 . 2 2 2 3 2 . 1 4 1 2 4 1 1 1 1 1 2 1 DR 1 8 2 . . 2 1 2 3 2 . 1 2 2 4 1 1 1 2 1 1 1 1 DR 4 2 2 . . 2 1 2 3 2 . 2 2 1 5 4 1 1 1 1 1 5 1 Healthfi 1 12 1 NR 3 . 2 1 2 3 2 . 2 2 1 4 1 1 1 3 2 2 3 1 NR 1 6 2 . . 2 1 2 3 2 . 1 2 3 3 3 1 1 2 1 1 4 1 Goldwinn 1 15 2 . . 2 1 2BABASAB PATILfreepptmba .com Page 82
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3 2 . 1 1 2 3 3 1 1 2 2 2 4 1 DR 1 22 2 . . 2 1 2 4 2 . 1 3 3 2 2 1 1 2 1 1 1 1 NR 4 14 1 DR 1 . 1 . . 3 2 . 2 3 2 2 2 1 1 2 1 1 1 1 Ruchigol 1 56 2 . . 2 3 2 3 2 . 1 3 1 2 3 1 1 3 1 2 2 1 Ruchigol 4 08 2 . . 2 1 2 4 2 . 1 4 2 3 4 1 1 2 1 1 5 1 DR 2 06 1 . . 2 2 2 4 2 . 2 4 1 2 4 1 1 1 2 2 3 1 Dhara 2 11 2 . . 2 1 2 3 2 . 1 2 2 4 1 1 1 2 2 2 4 1 Saffola 3 19 2 . . 2 1 2 3 2 . 1 2 1 5 4 1 1 1 1 1 2 1 Safal 4 12 2 . . 1 . . 4 2 . 2 1 1 1 1 1 1 3 1 2 3 1 Safal 4 6 1 NR 1 . 2 . 2 4 2 . 1 2 3 3 3 1 1 2 1 1 5 1 Ruchiglo 4 15 2 . . 2 1 2 3 2 . 1 1 2 3 3 1 1 2 1 1 4 1 Ruchigol 4 22 2 . . 2 1 2 3 2 . 1 1 3 2 2 1 1 2 1 2 1 1 Refined 4 14 1 DR 1 . 1 . . 3 2 . 2 1 2 2 2 1 1 2 1 2 3 1 Sunflowe 4 56 2 . . 2 3 2 3 2 . 1 2 2 2 3 2 1 3 1 1 1 1 Safal 1 08 2 . . 1 . . 3 2 . 1 3 2 3 3 2 1 2 1 1 2 1 Goldwinn 1 06 1 . . 2 . 2 3 2 . 1 1 1 2 4 2 1 1BABASAB PATILfreepptmba .com Page 83
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1 1 2 1 Fortune 4 11 2 . . 2 2 2 3 2 . 1 1 2 4 5 2 1 2 1 . 1 1 Ruchigol 1 19 2 . . 2 1 2 4 2 . 2 1 1 5 3 2 1 1 1 1 1 1 Dhara 2 36 2 . . 1 . . 3 2 . 2 2 1 4 1 2 1 3 1 1 2 1 Ruchigol 3 12 1 Healthfi 3 . 2 1 2 3 2 . 2 2 3 3 3 2 1 2 2 2 1 1 Healthfi 2 15 2 . . 2 1 2 3 2 . 1 1 2 3 3 2 1 2 1 1 5 1 DR 4 8 2 . . 2 1 2 3 2 . 1 3 3 2 2 2 1 2 1 1 3 1 DR 2 2 1 . . 1 . . 3 2 . 1 3 2 2 2 2 1 2 2 2 4 1 Healthfi 4 12 2 . . 2 3 2 4 2 . 2 3 2 2 3 2 1 3 2 2 4 1 NR 1 6 2 . . 1 . . 3 2 . 1 4 2 3 4 2 1 2 2 2 1 1 Goldwinn 1 08 1 Ruchi 1 . 2 2 2 3 2 . 1 4 1 2 4 3 1 1 1 2 3 1 DR 4 06 2 . . 2 . 2 3 2 . 2 2 2 4 5 2 1 2 2 1 1 1 NR 4 11 2 . . 2 1 2 4 2 . 1 2 1 5 4 2 1 1 1 1 2 1 Ruchigol 4 19 2 . . 1 . . 3 2 . 1 2 1 1 1 2 1 3 1 1 2 1 Ruchigol 4 12 1 NR 1 . 2 1 2 3 2 . 2 2 3 3 3 2 1 2 1 1 1 1 DR 4 6 2 . . 2 1 2 3 2 . 1 1 2 3 3 2 1 2 2BABASAB PATILfreepptmba .com Page 84
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 2 1 1 Dhara 4 15 2 . . 2 1 2 3 2 . 1 3 3 2 2 2 1 2 1 1 2 1 Saffola 4 22 1 DR 2 . 2 1 2 4 2 . 1 3 2 2 2 2 1 2 1 1 1 1 Safal 4 14 2 . . 2 3 2 3 2 . 2 3 1 2 3 2 1 3 1 2 5 1 Safal 4 56 2 . . 1 . . 3 2 . 1 4 2 3 3 2 1 2 1 1 3 1 Ruchiglo 4 08 1 Goldy 1 . 2 1 2 4 2 . 1 4 1 2 4 2 1 1 1 1 4 1 Ruchigol 1 06 2 . . 2 2 2 3 2 . 1 2 2 4 1 3 1 2 1 1 4 1 Refined 1 11 2 . . 2 1 2 3 2 . 1 2 1 5 4 2 1 1 2 2 1 1 Sunflowe 1 19 2 . . 1 . . 4 2 . 2 1 1 4 1 2 1 3 1 2 1 1 Safal 1 36 1 DR 1 . 2 1 2 3 2 . 2 2 3 3 3 2 1 2 2 2 2 1 Goldwinn 1 12 2 . . 2 1 2 3 2 . 2 1 2 3 3 2 1 2 1 1 5 1 Fortune 1 36 2 . . 2 1 2 3 2 . 1 1 3 2 2 2 1 2 2 2 3 1 Refined 4 12 1 Goldy 3 . 1 . . 4 2 . 1 1 2 2 2 2 1 2 1 2 4 1 Sunflowe 4 15 2 . . 2 3 2 3 2 . 1 2 1 2 3 2 1 3 1 1 2 1 Safal 4 8 2 . . 1 1 . 3 2 . 2 3 2 3 4 2 1 2 2 2 3 1 Goldwinn 1 2 1 Raman 1 . 2 1 2 4 2 . 1 1 1 2 4 2 1 1 1 1 5BABASAB PATILfreepptmba .com Page 85
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1 Fortune 1 12 2 . . 2 1 2 3 2 . 1 1 2 4 5 2 1 2 1 1 2 1 Ruchigol 4 6 2 . . 2 1 2 3 2 . 2 1 1 5 4 2 1 1 1 1 2 1 Dhara 4 08 2 . . 1 . . 3 2 . 1 2 1 4 1 2 1 3 1 1 1 1 Ruchigol 4 06 1 Loose 1 . 2 1 2 3 2 . 1 2 3 3 3 2 1 2 1 1 1 1 Healthfi 4 11 2 . . 2 1 2 3 2 . 2 1 2 3 3 2 1 2 1 1 2 1 DR 4 19 2 . . 2 1 2 3 2 . 1 3 3 2 2 2 1 2 1 1 1 1 DR 4 12 1 Unbrande 1 . 1 . . 3 2 . 1 3 2 2 2 2 1 2 1 1 5 1 Healthfi 1 6 2 . . 2 1 2 3 2 . 1 3 2 2 3 2 1 3 2 2 3 1 NR 1 15 2 . . 2 1 2 3 2 . 2 4 2 3 4 2 1 2 1 1 4 1 Goldwinn 1 22 1 . . 2 2 2 4 2 . 1 4 1 2 3 2 1 1 2 2 4 1 DR 1 14 2 . . 2 . 2 3 2 . 1 2 2 4 1 2 1 2 1 2 1 1 NR 1 56 2 . . 2 1 2 3 2 . 1 2 1 5 4 2 1 1 1 2 3 1 Ruchigol 1 36 2 . . 1 . 1 3 2 . 1 2 1 4 1 2 1 3 1 1 1 2 Ruchigol 4 12 1 . . 2 1 2 3 2 . 2 2 3 3 3 2 1 2 1 1 2 2 DR 1 15 2 . . 2 1 2 3 2 . 2 1 2 5 3 2 1 2 1 1 2 2 Dhara 1 8 2 . . 2 1 2BABASAB PATILfreepptmba .com Page 86
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3 2 . 2 3 3 2 2 2 1 2 1 1 1 2 Ruchigol 4 2 1 DR 3 . 1 . 1 3 2 . 1 3 2 2 2 2 1 2 1 1 1 2 Ruchigol 2 12 2 . . 2 1 2 3 2 . 1 3 1 2 3 2 1 3 1 1 2 2 DR 2 6 2 . . 1 . 1 3 2 . 1 4 2 3 4 2 1 2 1 1 1 2 Dhara 3 08 1 NR 1 . 2 2 2 3 2 . 2 4 1 2 4 2 1 1 1 1 2 2 Saffola 4 06 2 . . 2 1 2 3 2 . 1 2 2 4 5 5 1 2 1 1 2 2 Safal 4 11 2 . . 2 1 2 3 2 . 1 2 1 5 4 5 1 1 1 1 1 2 Safal 4 19 2 . . 2 1 2 3 2 . 2 1 1 1 1 5 1 3 1 1 1 2 Ruchiglo 4 12 1 Goldy 3 . 2 1 2 3 2 . 1 2 3 3 3 5 1 2 1 1 2 2 Ruchigol 4 6 2 . . 2 1 2 3 2 . 1 1 2 5 3 5 1 2 1 1 1 2 Refined 4 15 2 . . 2 1 2 3 2 . 2 1 3 2 2 5 1 2 1 1 5 3 Sunflowe 1 22 1 Unbrande 1 . 1 . 1 4 2 . 1 1 2 2 2 5 1 2 1 1 3 3 Safal 4 14 2 . . 2 1 2 3 2 . 1 2 1 2 4 5 1 3 1 1 4 3 Goldwinn 1 56 2 . . 1 . 1 3 2 . 1 3 2 5 4 3 3 2 1 1 4 3 Fortune 4 12 1 Raman 3 . 2 1 2 4 2 . 2 1 1 2 3 5 3 1 1 1 1 3 Refined 2 36 2 . . 2 . 2 3 2 . 1 1 2 4 5 5 3 2BABASAB PATILfreepptmba .com Page 87
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1 1 3 3 Sunflowe 3 12 2 . . 2 1 2 3 2 . 1 1 1 5 4 5 3 1 1 1 1 3 Safal 2 15 2 . . 1 . 1 3 2 . 1 2 1 4 1 5 3 3 1 1 2 3 Goldwinn 4 8 1 Loose 1 . 2 1 2 3 2 . 1 2 3 3 3 5 3 2 1 1 2 3 Fortune 2 2 2 . . 2 1 2 3 2 . 2 1 2 3 3 5 3 2 1 1 1 3 Ruchigol 4 12 2 . . 2 1 2 3 2 . 2 3 3 2 2 5 3 2 1 1 1 3 Dhara 1 6 1 Goldy 3 . 1 . 1 4 2 . 2 3 2 2 2 5 3 2 2 2 2 3 Ruchigol 1 08 2 . . 2 1 2 3 2 . 1 3 1 2 3 5 3 3 1 1 1 3 Healthfi 4 06 2 . . 1 1 1 3 2 . 1 4 2 3 4 5 3 2 1 1 2 3 DR 4 11 1 . . 2 1 2 3 2 . 1 4 1 2 3 5 3 1 2 2 2 3 Ruchigol 4 19 2 . . 2 2 2 3 2 . 2 2 2 4 1 3 3 2 1 1 1 4 Ruchigol 4 12 2 . . 2 1 2 3 2 . 1 2 1 5 4 5 3 1 1 1 1 4 DR 4 6 2 . . 1 . 1 3 2 . 1 2 1 1 1 5 3 3 1 1 2 4 Dhara 4 15 1 . . 2 1 2 3 2 . 1 2 3 3 3 5 3 2 1 1 1 4 Saffola 4 22 2 . . 2 1 2 3 2 . 2 1 2 3 3 5 3 2 1 1 5 4 Safal 4 14 2 . . 2 1 2 3 2 . 1 3 3 2 2 5 3 2 1 1 3BABASAB PATILfreepptmba .com Page 88
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 4 Safal 4 56 1 . . 1 . 1 4 2 . 1 3 2 2 2 5 3 2 1 1 4 5 Ruchiglo 4 36 2 . . 2 1 2 3 2 . 2 3 1 2 3 5 3 3 1 1 4 5 Ruchigol 5 12 2 . . 1 1 1 3 2 . 1 4 2 3 4 5 3 2 1 1 1 5 Refined 5 15 1 . . 2 1 2 4 2 . 1 4 1 2 4 5 3 1 1 1 3 5 Sunflowe 5 8 2 . . 2 2 2 3 2 . 2 2 2 4 1 5 3 2 2 2 1 5 Safal 5 2 2 . . 2 1 2 3 2 . 1 2 1 5 4 5 3 1 1 1 2 5 Goldwinn 5 12 1 . . 1 . 1 3 2 . 1 1 1 1 1 5 3 3 1 1 2 5 Fortune 5 6 1 . . 2 1 2 3 2 . 1 2 3 5 3 5 3 2 2 2 1 5 Refined 5 08 2 . . 2 1 2 3 2 . 2 1 2 3 3 5 3 2 1 1 1 5 Sunflowe 5 06 2 . . 2 1 2 3 2 . 1 1 3 2 2 5 3 2 1 1 2 5 Safal 5 11 1 . . 1 . 1 3 2 . 1 1 2 2 2 5 3 2 2 2 1 5 Goldwinn 5 19 2 . . 2 1 2 3 2 . 1 2 1 2 3 1 3 3 2 2 2 5 Fortune 5 12 2 . . 1 . 1 3 2 . 1 3 2 3 4 1 3 2 1 1 2 5 Ruchigol 5 6 1 . . 2 1 2 3 2 . 2 1 1 2 4 1 3 1 1 1 1 5 Dhara 5 15 1 . . 2 2 2 3 2 . 2 1 2 4 1 1 3 2 1 1 1 5 Ruchigol 5 22 2 . . 2 1 2BABASAB PATILfreepptmba .com Page 89
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3 2 . 2 1 1 5 4 1 3 1 2 2 2 5 Healthfi 5 14 2 . . 1 . 1 3 2 . 1 2 1 1 1 1 2 3 2 2 1 5 DR 5 56 1 . . 2 1 2 3 2 . 1 2 3 5 3 1 2 2 1 1 5 5 Healthfi 5 12 2 . . 2 1 2 3 2 . 1 1 2 3 3 1 2 2 2 2 3 5 DR 5 19 2 . . 2 1 2 3 2 . 2 3 3 2 2 1 2 2 1 1 4 5 DR 5 12 1 . . 1 . 1 4 2 . 1 3 2 2 2 1 2 2 1 1 4 5 Healthfi 5 6 2 . . 2 1 2 3 2 . 1 3 1 2 3 1 2 3 2 2 1 5 NR 5 15 2 . . 1 . 1 3 2 . 2 4 2 3 4 1 2 2 1 1 3 5 Goldwinn 5 22 1 . . 2 1 2 3 2 . 1 4 1 2 4 1 2 1 1 1 1 5 DR 5 14 2 . . 2 1 2 3 2 . 1 2 2 4 5 1 2 2 1 1 2 5 NR 5 19 2 . . 2 1 2 3 2 . 2 2 1 5 4 1 2 1 1 1 2 5 Ruchigol 5 12 2 . . 1 . 1 3 2 . 1 2 1 1 1 4 2 3 2 2 1 5 Ruchigol 5 6 1 . . 2 2 2 3 2 . 1 2 3 5 3 4 2 2 2 2 1 6 DR 5 15 2 . . 2 1 2 3 2 . 1 1 2 3 3 4 2 2 1 1 2 6 Dhara 5 22 1 . . 2 1 2 3 2 . 2 3 3 2 2 4 2 2 1 1 1 6 Ruchigol 5 14 1 . . 1 . 1 3 2 . 1 3 2 2 2 4 2 1BABASAB PATILfreepptmba .com Page 90
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1 1 2 6 Ruchigol 5 56 2 . . 2 1 2 3 2 . 1 3 1 2 3 4 2 3 1 1 2 6 DR 3 36 2 . . 1 1 1 3 2 . 1 4 2 3 4 4 2 2 2 2 1 6 Dhara 3 12 1 . . 2 1 2 4 2 . 1 4 1 2 4 4 2 1 1 1 1 6 Saffola 3 15 1 . . 2 1 2 3 2 . 2 2 2 4 5 4 2 2 1 1 2 6 Safal 3 8 2 . . 2 1 2 3 2 . 2 2 1 5 4 4 2 1 2 2 1 6 Safal 3 2 1 . . 1 . 1 3 2 . 2 1 1 1 1 4 2 3 1 1 5 6 Ruchiglo 3 12 2 . . 2 1 2 3 2 . 1 2 3 3 3 4 2 2 1 1 3 6 Ruchigol 3 6 1 . . 2 1 2 3 2 . 1 1 2 3 3 4 2 1 1 2 4 6 Refined 3 08 1 . . 2 1 2 3 2 . 1 1 3 2 2 4 2 2 1 2 4 7 DR, Sunf . . . . 1 . 1 3 2 . 2 1 2 2 2 4 5 2 1 1 1 7 Gemini, . . . . 2 3 2 3 2 . 1 2 1 2 3 4 5 3 1 1 3 7 DR, Sunf . . . . 1 . 1 3 2 . 1 3 2 5 4 4 5 2 2 2 1 7 DR, Gemi . . . . 2 1 2 3 2 . 2 1 1 2 4 4 5 1 2 2 2 7 Gemini, . . . . 2 1 2 3 2 . 1 1 2 4 5 4 5 1 1 1 2 7 Gemini, . . . . 2 1 2 3 2 . 1 1 1 5 4 4 5 1 2 2 1BABASAB PATILfreepptmba .com Page 91
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 7 DR, Sunf . . . . 1 . 1 3 2 . 2 2 1 1 1 3 5 3 1 1 1 7 DR, Gemi . . . . 2 1 2 3 2 . 1 2 3 3 3 3 5 2 1 2 2 7 Gemini, . . . . 2 1 2 3 2 . 1 1 2 3 3 3 5 2 1 1 1 7 DR, Gemi . . . . 2 1 2 3 2 . 1 3 3 2 2 3 5 2 2 2 2 7 Gemini, . . . . 1 . 1 3 2 . 2 3 2 2 2 3 5 1 1 1 2 7 DR, Sunf . . . . 2 3 2 3 2 . 1 3 1 2 3 3 5 3 1 1 1 7 DR, Gemi . . . . 1 . 1 3 2 . 1 4 2 3 4 3 5 2 2 2 1 7 Gemini, . . . . 2 1 2 3 2 . 1 4 1 2 4 3 5 1 1 2 2 7 DR, Gemi . . . . 2 . 2 3 2 . 1 2 2 4 5 3 5 1 1 1 1 7 DR, Gemi . . . . 2 1 2 3 2 . 2 2 1 5 4 3 5 1 1 1 5 7 Gemini, . . . . 1 . 1 3 2 . 2 2 1 1 1 3 5 3 1 1 3 7 DR, Gemi . . . . 2 1 2 3 2 . 2 2 3 3 3 3 5 2 1 2 4 7 DR, Sunf . . . . 2 1 2 3 2 . 1 1 2 3 3 3 5 2 1 2 4 7 Gemini, . . . . 2 1 2 3 2 . 1 3 3 2 2 3 5 1 1 2 1 7 DR, Sunf . . . . 1 . 1 4 2 . 1 3 2 2 2 3 5 2 1 1 3 7 DR, Gemi . . . . 2 3 2BABASAB PATILfreepptmba .com Page 92
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3 2 . 2 3 1 2 3 3 5 3 1 1 1 7 Gemini, . . . . 1 . 1 3 2 . 1 4 2 3 4 3 5 2 1 1 2 7 DR, Gemi . . . . 2 1 2 3 2 . 1 4 1 2 4 3 5 1 1 1 2 7 DR, Sunf . . . . 2 1 2 3 2 . 2 2 2 4 5 3 5 1 1 1 1 7 Gemini, . . . . 2 1 2 3 2 . 1 2 1 5 4 3 5 1 1 1 1 7 DR, Sunf . . . . 1 . 1 3 2 . 1 1 1 1 1 3 5 3 2 2 2 7 DR, Gemi . . . . 2 1 2 3 2 . 2 2 3 3 3 3 5 2 1 1 1 7 Gemini, . . . . 2 1 2 3 2 . 1 1 2 3 3 3 5 2 2 2 2 7 DR, Gemi . . . . 2 1 2 3 2 . 1 1 3 2 2 3 5 2 1 1 2 7 DR, Sunf . . . . 1 . 1 4 2 . 1 1 2 2 2 3 5 1 1 1 1 7 Gemini, . . . . 2 3 2 3 2 . 2 2 1 2 3 3 5 3 1 1 1 7 DR, Sunf . . . . 1 . 1 3 2 . 1 3 2 3 4 3 5 2 1 1 2 7 DR, Gemi . . . . 2 1 2 4 2 . 1 1 3 2 4 3 5 1 1 1 1 7 Gemini, . . . . 2 1 2 3 2 . 1 1 2 4 5 3 5 2 1 1 5 7 DR, Gemi . . . . 2 1 2 3 2 . 1 1 3 5 4 1 5 1 1 1 3 7 DR, Sunf . . . . 2 1 2 3 2 . 2 2 3 1 1 2 5 3BABASAB PATILfreepptmba .com Page 93
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1 1 4 7 Gemini, . . . . 2 1 2 3 2 . 2 2 3 3 3 1 5 2 1 1 4 7 DR, Sunf . . . . 2 1 2 3 2 . 2 1 2 3 3 2 5 3 1 1 1 7 DR, Gemi . . . . 2 1 2 3 2 . 2 3 3 2 2 3 5 2 1 1 3 7 Gemini, . . . . 1 . 1 3 2 . 1 3 2 2 2 1 5 2 1 1 1 7 DR, Gemi . . . . 2 3 2 3 2 . 1 3 3 2 3 3 5 3 1 1 2 7 DR, Sunf . . . . 1 . 1 3 2 . 2 4 2 3 4 5 5 3 1 1 2 7 Gemini, . . . . 2 1 2 3 2 . 1 4 3 2 4 3 5 1 1 1 1 7 DR, Sunf . . . . 2 1 2 3 2 . 1 2 2 4 5 5 5 2 1 1 1 7 DR, Gemi . . . . 2 1 2 3 2 . 2 2 3 5 4 3 5 1 1 1 2 17. REFERENCES 1. Introduction to the study of Consumer Behavior by Suja R. Nair 2. Business to Business Marketing by Hutt and Spee 3. The company website: http:/www.kof.co.inBABASAB PATILfreepptmba .com Page 94
    • “DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 4. Marketing Research by Rajendra Nargundkar 5. Marketing Research Measurement and Method by Donald S. Tull and Del I. Hawkins 6. Fundamentals of Statistics by J. C. Berry 7. SPSS for Windows step by step- A simple guide and reference by Darren George and Paul Mallery.BABASAB PATILfreepptmba .com Page 95