Buying behavior @ kof oil project report


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Buying behavior @ kof oil project report

  1. 1. INDEXSL.NO Particulars Page. No1 Executive summary 42 5-7 INTRODUCTION • Indian oil market • Indian market as a hierarchical3 • Industry profile 8-11 • Company Profile 12-18 • Product profile 19-254 MARKETING RESEARCH 26-33 • Identification of problem • Objective of the study • Scope of the study • Research methodology • Analysis techniques • Limitation of the study5 DATA ANALYSIS & INTERPRETATION 34-46 • Findings 47-48 • Conclusions 49-50 • Suggestions 51-52 • Bibliography 53-53 54-57 • Annexure BABASAB PATIL 1
  3. 3. EXECUTIVE SUMMARY INTRODUCTION: KOF has modern edible oil packaging plant in Hubli. Various typesof edible oils are packed in sachets, Bottles, and Barrels to suit the marketrequirements. NDDB also utilize the surplus capacity of the packing plantto pack "Dhara Health"-a premium sunflower oil brand of Nation DairyDevelopment Boards (NDDB). The project has got a packaging plant inHubli with a capacity of 250 tones per month edible oil. All these Products carry the Government of India’s "AGMARK"seal which is a certification that ensure the purity and quality of theproducts.This project deals with the “social class & its influences on buyingbehavior in Hubli city”. In this project problem is to know the Status ofthe customer is effect on buying KOF oil.The report is based on the data collected from the relative category ofcustomers.The study reveal that at present advertising of KOF oil is very poor whencompare with the other Brands.BABASAB PATIL 3
  5. 5. Indian market as a hierarchical In Indian oil market, social class categories usually are ranked in ahierarchy ranging from low to high status. Consumer may purchase certain product or oil because these oilsare favored by members of their own or a higher social class thishierarchical aspect of social class is important to marketers. The classification of society’s member into a small number ofsocial classes has enabled researchers to note the existence of sharedvalues, attitudes & behavioral patterns among the members within eachsocial class & differing values between social classes.Social class categories in buying the KOF oilLittle agreement exists among sociologist on how many distinct classdivisions are necessary to adequately describe the class structure of the oilmarket. In divided the specific communities into 4 social class structures.Which are1) LOWER CLASS2) LOWER MIDDLE CLASS.3) UPPER MIDDLE CLASS.4) UPPER CLASSBABASAB PATIL 5
  7. 7. INDUSTRY PROFILE India is the fourth largest oilseed producing country in the world,next only to USA, Chain and Brazil, harvesting about 25million tones ofoilseeds against the world production of 250 million tones per annum.Since 1995, India share in world production of oilseeds has been around 10percent. Although, India is a major producer of oilseeds, per capita oilconsumption in India is only 10.6 kg/annum which is low compared to 12.5kg/annum in China, 20.8 kg/annum in Japan, 21.3 kg/annum in Brazil and48.0 kg/annum in USA. Many varieties of oilseeds along with tree origin oilseed arecultivated in India. Among these, the major oilseeds are soybean,cottonseed, Groundnut, sunflower, Rapeseed, Sesame seed, Copra,Linseed, Castor seed and palm Kernels. India occupies the place of pride asthe world’s largest groundnuts, Sesame seeds, Linseed and Castor seeds. InIndia, oilseeds are grown in an area of nearly 27 million hectares across thelength and breadth of the country. Depending on the period of cultivation,the oilseeds are classified as ‘Kharif Crop’ and ‘Raby Crop’. The KharifCrop that is dependent on the monsoon is harvested around October-November each year. On the other hand the Raby Crop is harvested aroundMarch-April each year. The edible oil industry of the country comprises of50,000 expellers, 600 solvent extraction plants, 300 vegetable oil refineriesand 175 hydrogenation plants. The edible oil sector occupies a districtposition in Indian economy as it provides jobs to millions of people,achieves on an average a domestic turnover of US $ 10 billion per annumand earns foreign exchange of US $ 90 billion per annum. According to an estimate by national counsil of appliedeconomic research (NCAER), in the year 2000-2001, the demand foredible oil was projected at 10 billion tons against the domestic productionBABASAB PATIL 7
  8. 8. of 6.7-7.0 million tones. The short fall of 3.0-3.3 million tons was expectedto be met by importing edible oil in India. It is predicted by NCAER that inthe year 2015, the demand for the edible oil in India would be 20milliontons per annum. Considering the present domestic edible oil supply of 7million tons per annum, a short fall of 13 million tons per annum isenvisaged in the year 2015. to bridge this gap , a growth rate of 15p% perannum would be required in edible oil production in the country. Currently,edible oil growth rate in India is only 4%. In the event of failure to achieve the required growth rate,India would continue to spend huge foreign exchange on import of edibleoil. The major oilseeds grown in India are the Groundnut, Rapeseed andMustard, Sesame, Castor, Linseed, Sunflower and Soyabean. Among theedible oilseeds Groundnut uses for nearly 65% of the area under oilseedcultivation constitute nearly half of the indigenous edible oil production. This is followed by Rapeseed-Mustard, which accounts for nearly30% of the area. In the post-green revolution period, yield of rapeseed-mustard improved, but groundnut yield have experienced no suchimprovement expect in irrigated areas and in certain tracks where improvedfarm practice are applied. During the planning period, the overallgroundnut production increased slightly about 2% per year but progresswas uneven. For example, the Saurashtra region of Gujrat state recorded arise of about 5% , but in vast tracks of Maharashtra, Karnataka and NorthGujrat, production has decline recent year. Highly unstable yield and highly fluctuating prices are the cruxof the groundnut problem. The unstable trends in ground nut yields are dueto its total dependence on rainfall, which it self is erratic both spatially andtemporally. This in turn makes the returns from groundnut low, very risky,and highly volatile. Therefore the former does not invest in much needed inputs such as improved seeds, seed treatment chemical, rhizome culture,pesticides, fungicides, and fertilizers, etc. which are necessary to raise the per hectare yield. To encouragethe former to invest in these in puts, it is necessary not only to createawareness of their benefits , but to make all of them available of the rightBABASAB PATIL 8
  9. 9. time, in appropriate quantity and at a price that within the farmer’s reach.The former also needs to be assured of reasonable prices for the products.This can be realized only if the oil seed processing and marketing of oilseed products are done by the farmers themselves. Speculative marketing practice and high profit marginscharacterized the industry. The trades and other intermediaries have apowerful hold in the oilseeds and oil trade, both in the domestic as well asexport markets. They have contributed to the high degree of instability inthe edible market through hording, illegal forward trading, and speculation.The speculative operation of the private trade has deleterious effects on theincentive of the farmer during the years of good production and on thewelfare lf consumers in periods of shortage. Oilseeds in general are grownas a rain-fed crop. Resulting marked seasonality in arrival of the cropin themarket. The bulk of the crop is received in the mandis (local market)during October-November, when traders, collective action, depress prices.The price decreases all the more if there is a bumper crop, as in 1975/76. They tend to avoid purchases till the farmers are ready to acceptprices dictated by them. The formers are unable to with hold their produceas they need cash immediately after harvest, and are at the mercy of thehard end traders. The reward fpr increasing production is often running. The intermediaries take double advantage of the seasonality ofoilseed crops when they arterially jack up prices, specially of edible oil, inthe off-season period, and particularly when the oncoming year notexpected to be a normal one. Thus the marketing of oilseeds and theirproducts is subject to high degree o f exploitation, and is self-degenerating.These problems are too complex to be solved by ad hoc measures, and callfor an integrated approach towards restructuring the entire edible oil sectoroilseed production, processing, and marketing so that growers are notrobbed of their returns and consumers are saved from exploitation.BABASAB PATIL 9
  11. 11. COMPANY PROFILEA Profile and Success Story of KOF: Government of India in mid 1980s started the"Technology Mission on Oilseed and Pulses" (TMOP) in order to enhanceproductivity in oilseeds and make India self sufficient in edible oil. On22.8.1984 Government of Karnataka approved the implementation ofNation Dairy Development Boards (NDDB) project "Restructuring EdibleOil& oilseeds Production and marketing in Karnataka keeping in mind theobjectives laid down in the TMOP. The Karnataka Co-operative Oilseeds GrowersFederation Limited (KOF), the Agency Entrusted with implementation ofthe Project, Was registered on 26th October 1984, under the Karnataka Co-BABASAB PATIL 11
  12. 12. operative Societies Act. The project, which was inspired by the AnandModel of Milk Co-operatives, is designed to create an integrated Co-partiteSystem of production, procurement, processing of Oilseeds and marketingof edible oil and its bi-products. This project aimed at establishing a direct link betweenthe producer and the consumer by eliminating middlemen. Village levelprimary co-operative society’s were organized by making the oilseedsgrowers as members in turn these primary co-operative societies becamethe members of the apex body at the state level till June1990. During the second phase of the project the structure has beenre-organized to a three tier cooperative structure with the village levelOilseeds Growers Cooperative societies affiliated to Regional Unionsorganized at the district level and in turn the Regional Unions have beenaffiliated to the state level Federation. The three Regional Unions, registred on 03rd June 1990, are asshown below.• 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.•Company Objectives:• To carry out activities conducive for economic and socio-economic development of Oilseed growers by efficient marketing of commodities.BABASAB PATIL 12
  13. 13. • 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 production.Board of directors 1. Shri. A.S. Jolle 2. Shri. B.T. Benakatti 3. Shri.V.B. Chikkareddi 4. Shri. C.C. Sannagodar 5. Shri. F.H. Agasimani 6. Shri. S.B. Patil 7. Shri. D.S. Alagonda 8. Shri.S.R. TimmannavarOILSEEDS GROWERS CO-OPERATIVES (OGC) At Village level as on 31.03.1999, 390 OGCS have been organizedcovering 3197 villages with member oilseed area of 3,65,315 hectares. Thenumber of member are 1,53,625. guidance and supervision from theRegional Unions. To encourage production and productivity of oilseed by givingguidance and technical assistance to members.BABASAB PATIL 13
  14. 14. To procure oilseeds from the Oilseed Growers at their door step.To undertake necessary agricultural extension for the benefit of membergrowers.To provide technical input to member growers.To market edible oil and other products manufactured by the RegionalUnions.Area Agronomic Centre, (Keremathihalli in Haveri District) : The Federation has been giving highest priority for increasingthe supply of improved seed. Towards this end, the Federation has set upan Area Agronomic Centre at Haveri with net cultivable area of 23.2ha,where various techniques for multiplication of breeder seeds and adaptiveresearch is carried out. This farm is situated at Keremathihalli village inHaveri district where it also functions as demonstration centre for trials andimproved methods of cultivation.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 Bellarydistrict with a capacity of 250 tones per day Groundnut Crushing, a 50TPD sunflower crushing capacity, a 100 TDP solvent extraction plant and a50 TDP continuous refinery. This plant comes under Hospet RegionalUnion.BABASAB PATIL 14
  15. 15. The Raichur Regional Union has an Oil Processing plant atRaichur with facilities of 140 TDP oilseeds crushing,70 TDP solventExtraction, 20 TDP refinery and 100 TDP cottonseed preparatory section.The plant was purchased from Karnataka Agro Proteins Ltd, at a total costof Rs.2.46 cores during the year1992.The Federation under its direct control has a crushing unit situated atDevanagere acquired from Karnataka Co-operative Marketing Federationwith 50 TDP Groundnut crushing capacity, during July 1992 at a total costof Rs.1.25 cores.Oil Packaging station, Whitefield KOF has modern edible oil packaging plant at Whitefield,Bangalore. Various types of edible oils are packed in sachets, Bottles, jerrycans and Barrels to suit the market requirements. NDDB also utilize thesurplus capacity of the packing plant to pack "Dhara Health"-a premiumsunflower oil brand of NDDB.Marketing KOF and its regional Unions are marketing edible oils consumerpacks the extent of 1300 MTs per month. OF is the brand leader in "Safal"Double filtered Groundnut oil, since last 15 years Even in spite of servercompetition from national players and Regional players KOF has aconsistent growth in consumer marketing activities. KOF’s major strengthis consistent quality and timely supplies. OF is also catering edible oils tomajor factory canteens (both private and public sectors) in and aroundBangalore. KOF has got strong distribution network all over Karnatakawhich is the backbone in FMCG marketing. KOF markets following edible oils under the corporate brandname of "Safal" in consumer packs: Safal - Refined/Feltered Groundnut Oil Safal - Sunflower Oil SunglodBABASAB PATIL 15
  16. 16. 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 a certification that ensure the purity and quality of theproducts.Financial Performance: KOF and its three Regional Unions started postingprofits consistently from the last four years. During the year 2002-03. KOFand regional unions are likely to post the net profit. Through the vegetableoil industry is sick due to edible oils imports under OGL, KOF and itsRegional Oil Union have survived and started posting net profits. Thisachievement is possible to KOF because of dynamic and dedicated Board,Officers, Employees, strong marketing network and grass root village levelfarmers networks to source the raw materials.Cost Cutting: KOF and its Regional Unions have reduced its administrativeoverheads to the tune of 35% and also reduced the man power strength byimplementing Voluntary Retirement Scheme (VRS) and almost 25% of themanpower is reduced.PSS Operation:BABASAB PATIL 16
  17. 17. KOF is acting as sub agent of Nafed in Karnataka for PSSoperation. This avoids distress sale of oilseeds by the farmer of Karnatakastate. KOF procured oilseeds under support price scheme from village levelco-operative societies. KOF has procured huge quantities of oilseedsduring 1999-2000 up to 2002-2003.Farmers are happy with the PASSoperation undertaken by KOF.AWARDS: Second Best Productivity Award from the national productivityCouncil during 1985-86Best Productivity Award during 1987-88 for its over all progress in theOilseeds sector form the National productivity Council. International Diamond Star Award for Quality form nationalInstitute of Marketing Mexico during the year 1994-95. Award for excellence and commitment to quality of the year1995-96 by national Productivity Council. Certificate of Merit Award for the year 197-98 in the category ofMarketing and Oilseeds Federations sector from National ProductivityCouncil, New Delhi. Second Best Productivity Award for the year 1998-99 in the categoryof Marketing & Oilseeds Federations Sector From National ProductivityCouncil, New Delhi First Award For the year 2002-03 and second Award for the year2003-04 form National Productivity Council, New Delhi.BABASAB PATIL 17
  19. 19. PRODUCT PROFILE:Safal Double Filtered Groundnut Oil Safal Double Filtered Groundnut oil is produced from selectedfarm fresh Groundnuts in a very hygienic condition without loss of anynatural vitamins, original in nature having more shelf life without anyartificial preservatives. The oil contains all natural vitamins and rich in taste havingtraditional importance called as king of oils. Safal Double FilteredGroundnut Oil is well nutritioned oil preferred by all age groups / households and most popular / highest selling brand in Karnataka. Safal Double Filtered Groundnut Oil is available in consumerpacks like ½ Ltr / 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry can and Bulkpacking of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels for usage by Hotels,canteens, caterers, sweet stalls etc.BABASAB PATIL 19
  20. 20. Safal Golden Refined Groundnut Oil Safal Golden Refined Groundnut Oil is manufactured out oforiginal groundnut oil produced from selected quality Groundnuts. The oilis Refined suit to modern taste / food style by reducing the colour /removing the odor while maintaining all natural nutrition / vitamins. Themost preferred Refined oil for preparing premium range sweets / otherdishes by above middle class / high income groups. Safal Golden Refined Groundnut Oil is available in consumerpacks like 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry can and Bulk packing of 15Ltr / 15 kg Tins / 100 kgs HDPE Barrels for usage by Hotels, sweet /confectionery units, Bakeries etc..BABASAB PATIL 20
  21. 21. Sungold Refined Sunflower Oil Sungold Refined Sunflower Oil is arrived from originalSunflower seed Oil, light in colour without having odor and wax. TheMUFA (Mono Unsaturated Fatty Acid) in the oil helps in maintaining thecholesterol level in the human blood and helps in protecting health fromheart related diseases. The oil is rich with “C” and “E” vitamins naturallyavailable in the Sunflower oil and most popular / widely accepted oil inRefined oil range.The Sungold Refined Sunflower Oil is pure and the only oil withAGMARK certification, available at most reasonable price. The SungoldBABASAB PATIL 21
  22. 22. Refined Sunflower Oil is most preferred Refined oil by house holds andbulk users like Hotels, Canteens, Sweet stalls, Caterers etc.. for its reusablequality without having any unliked odor.Sungold Refined Sunflower Oil is available in consumer packs like ½ Ltrpouch / 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry cans / Pet jars and Bulkpacking of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels.Sunsafal Refined Sunflower Oil Sunsafal Refined Sunflower Oil is processed from good qualitySunflower Oil and made available to the consumers at very economicalprice. The oil does not have wax, odor and light in colour suit to all thesegments of consumers like households, Hotels, Canteens, Sweet stalls,Caterers etc.. Sunsafal Refined Sunflower Oil is available in consumer packslike ½ Ltr pouch / 1 Ltr pouch / 5 Ltr Jerry cans / Pet jars and Bulk packingof 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels.BABASAB PATIL 22
  23. 23. Uttam RBD Palmolien Uttam RBD Palmolien is good in quality and arrived out of imported Palmolien does not have any odor, wax and having more shelf life for the fried dishes. The RBD Palmolien helps in maintaining low cholesterol level in the blood and economically priced reaching all the income groups customers and most preferred by the commercial users like Hotels, Caterers, Bakeries, Condiments /Confectionery Units etc.Uttam RBD Palmolien is available in consumer packs like 200 Ml pouch /1 Ltr pouch and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPEBarrels.Suguna Refined Soyabean OilBABASAB PATIL 23
  24. 24. Refined Soyabean Oil is rich nutrition and most popular /widely used oil in western countries. Soyabean Oil is extracted fromquality Soyabean seeds and further processed to reduce the colour andfishy odor which is inherent in the Soyabean. The Suguna RefinedSoyabean oil is rich in nutrition with linolic acid contents in the oil whichis good for health. The Refined Soyabean Oil is best priced in the Refined oilrange widely accepted by consumers and bulk users preferably by modernworld Hotels, Fast food centers, Pizza corners, chines restaurants etSafal Pure Coconut OilBABASAB PATIL 24
  25. 25. Safal Pure Coconut Oil is processed from selected copra arrived out of well grown Coconuts in South Indian coastal belts, having pleasing flavour and aroma finds extensive use in food, toiletry and industrial sectors because of its unique characteristics. Safal Pure Coconut Oil is light in colour, ideal for deep frying, better shelf life for fried products, ideal confectionery fat, gives better taste for traditional rich coastal foods. Safal Pure Coconut Oil is also used as best cosmetic alternativesince it is skin friendly oil, superior baby oil, good emollient on skin,skull and hair, gives softness to skin, protects skin from heat,nourishes the hair roots and provide gloss to hair and containsvitamin “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 available in various small pack sizes like 50 Ml / 100 Ml / 200Ml / 500 Ml Bottles convenientfor cosmetic usage.Safal Coffee Powder Safal Coffee Powder is special blend manufactured from selected coffee beans produced in Chickmaglur. Chickmaglur is World famous Coffee beans producer and it’s quality having good flavour and aroma. Safal Coffee Powder is of 65:35 blend, 65% coffee powder is mixture of selected arabika and robsta beans.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 gmpacks at all leading counters in our area of operation.BABASAB PATIL 25
  27. 27. • Identification of problem. • Objective of the study. • Scope of the study. • Research methodology. • Analysis technique • Limitation of the study.BABASAB PATIL 27
  28. 28. MARKETING RESEARCH Marketing research process involves identifying a managementproblem or opportunity: Translating that problem or opportunity into aresearch problem: & collecting, analyzing, & reporting the informationspecified in the research problem. A management problem deals with the decisions managers mustmake. A research problem deals with providing information that will helpmanagement make better decisions. Our management has informed to me for doing the surveydetermination of social class &its influence on buying behavior withrespect to KOF oil.IDENTIFICATION OF PROBLEMStatement of problem. The management problems reveal to know the status of customeris effect on buying the KOF oil.Research of the problemThe research problem is to get information from the customers & agentsthat how to gear up sale of KOF oil.BABASAB PATIL 28
  29. 29. Objective of the study:1. To know the customer stratification & status influence on buying the KOF Oil.2. Determining the awareness of consumer towards the KOF Oil.3. To aware the status-symbol potential, tastes, preferences of product &brand.4. To study the different promotional tools to pursue customer of different strata.5. To know the purchasing factors influencing regarding buying the KOF Oil.6. To study the nature of purchasing of oil among the different strata (Class).SCOPE OF THE STUDY: Scope of the study refers to the area that going to consider for thestudy. I have done the survey in Hubli city. The study Is purely based on the survey conducted in Hubli cityand has been focused on all the customer of oil.I have divided the whole Hubli city in to 4 areas those are: Keshapur CBT Gokul RoadBABASAB PATIL 29
  30. 30.  Unakal RESEARCH METHODOLOGYMethods or methodology refers to the research approach that is going to beused in the research. Research Approach refers to the approach used inconducting a research. It includes statement of problem, setting objective,methodology used for collecting data and data analyzing.Marketing research designs specify the procedure conducting aresearch project.Category of research It is the descriptive research, because it is focused on theproblem & variables, which influence the problem. It includes consumersstudy, market potential study and attitude surveys. This study relies mainlyon secondary data sources and survey research.Descriptive research designs will be part of research so as to analyses thecollected data in detail and evolve some suggestions to the problem. This isused to collect data from oilseeds customer.DATA COLLECTION METHODS:BABASAB PATIL 30
  31. 31. In the research method I have used the methods for datacollection namely primary data and secondary data.Primary data:Primary data means the data which are gathered specially for project atdirectly through the questionnaire and interview.Secondary data:These are the data collected for some purposes other than for helpping tosolve the problem at hand. In this research secondary data are used fromthe Old project report Internet Annual reportMETHOD OF SAMPLINGDefining population: The population is defined in terms of (a) Element,(b) Units (c) Extent (d) TimeIn a city like Hubli where a population more than 15 lakhs, each personopinions cannot be sought so the respondents where chosen randomly from4 areas of Hubli.(a) Sampling element; all consumer of oil(b)Sampling units: This survey is conducted in Hubli city. The city isdivided into 4 area those are: Keshapur CBT Gokul RoadBABASAB PATIL 31
  32. 32.  Unakal.(c) Sampling frame: Telephone directory, Retailers database, &Supermarket.(d) Sampling method: Random sampling method. it is a way the sampleunits are selected.(e) Sampling Size: The sample size is 50.(f) Extent: Hubli city.(g) Time: During the period of 15th April to 30th may.ANALYSIS TECHNIQUE: Enhances the accuracy of the study & verify the variables involved inthe problems few hypothesis test are stated as below. These hypotheses arestatistically tested with the help of “Z” test.HYPOTHESIS TESTING1) a) Ho = More than 25% of market share is covered by the KOF Oil.2) b) H1 = Less than 25% of market share is covered by the KOF Oil. 2) a) Ho = More than 25% of respondents are influencing the fragranceof oil. b) H1 =Less than 25% of respondents are influencing the fragrance ofoil.BABASAB PATIL 32
  33. 33. 3) a) Ho =More than 70% of people are come to know KOF Oil in newspaper & Magazine.4) b) H1 = less than 70% of people are come to know KOF Oil in newspaper & Magazine.5) a) Ho = More than 30% of people are purchase KOF Oil in supermarket.6) b) H1 = Less than 30% of people are purchase KOF Oil in supermarket.Tools used for analysisFor the easy understand purpose, I analyzed research data with the help ofanalysis tools like Table, Bar-diagram & pie chart.LIMITATION OF THE STUDY1) The sample was chosen randomly which may not be an actual Representative of the total population due to which there may be anerror.2) Some respondents hesitant to respond the personal information. 3) The information given by the customer was deemed to be correct &Validation is not question.Limited source of secondary data. 4) Many of the respondents gave a negative answer in order to finishthe Interview quickly which has affected the study.BABASAB PATIL 33
  34. 34. BABASAB PATIL 34
  35. 35. DATA ANALYSIS ANDINTERPRETATIONDATA ANALYSIS AND INTERPRETATION1) Table showing the major types of customer’s education profile.Education profile RespondentsHigh school 8College 15Graduate 21Post graduate 6BABASAB PATIL 35
  36. 36. Respondents 25 21 20 15 15 Respondents 10 8 6 5 0 High school College Graduate Post graduateFrom the table shows 50 respondents, 16% are high school, 30% arecolleges, and 42% are graduate, 12% are post graduate respondents.2) Table showing the family income in the month of respondents.Income Respondents3000 – 5000 85000 – 10000 1510000 – 20000 21Above 20000 6BABASAB PATIL 36
  37. 37. Respondents 25 21 20 15 15 Respondents 10 8 6 5 0 3000 – 5000 5000 – 10000 10000 – 20000 Above 20000From the table showing that out of 50 respondents, 16% of people incomeis 3000- 5000, 30% people income is 5000 – 10000, 42% of peopleincome is 10000 – 20000, 12% people income is above 20000.3) Below table showing the respondents are using different edible oil?Soaps No. of respondents PercentageRuchi gold 15 30KOF oil 10 20Gemini 6 12Raag 8 16Akshata 6 12Sunflower 5 10BABASAB PATIL 37
  38. 38. 10% Ruchi Gold 12% 30% KOF oil Gemini Raag 16% Akshata 12% 20% SunflowerFrom the table show that out of 50 respondents. 30% of respondents usingRuchiGold 20% of respondents using KOF oil, 12% of respondents usingGemini, 16% of respondents using Raag, 12% of respondents using 8Akshata 10% of respondents are using Sunflower.4) Below table showing the factors influencing to using any oils?Factors RespondentsFat content 4Fragrance 13Packaging 3Advertisement 14Brand name 3Affordable price 13BABASAB PATIL 38
  39. 39. Fat Content, 4 Affordable P, 13 Fat Content Fragrance, 13 Fragrance Pakaging Add Brand Name, 3 Brand Name Affordable P Pakaging, 3 Add, 14From the table show that out of 50 respondents 8% of people told Fatcontent is influencing factors, 26% of people influencing fragrance, 6% ofpeople influencing packaging, 28% of people influencing advertising, 6%of people influencing brand name and 26% of people influencingaffordable price.5) Table showing the market share of KOF.Oil RespondentsKarnataka oil federation 10Others 40BABASAB PATIL 39
  40. 40. KOF, 10 KOF Other Other, 40From the above table showing out of 50 respondents 10 respondents areusing KOF oil and 40 respondents are not using KOF oil.BABASAB PATIL 40
  41. 41. 6) Below table showing different effective advertisement media’sinfluencing to the awareness the KOF oil.Media RespondentsRelative 12News paper and magazine 15Advertisement in TV 13Friends 10Internet 0 Internet, 0, 0% Friends, 10, 20% Relative, 12, 24% Relative NP Add Friends Add, 13, 26% Internet N P, 15, 30%From the table show that out of 50 respondents 12 respondents are came toknow from relative.15 respondents are come to know from News paper and magazine.13 respondent are came to know from advertisement in TV.10respondents are come to know from friends.BABASAB PATIL 41
  42. 42. 7) Below table showing No. of times respondents are buying KOF oil inthe month?Month RespondentsOnce 2Twice 6Thrice 1Weekly 1 Respondents Weekly 10% Once Thrice 20% Once 10% Twice Thrice Twice Weekly 60%From the table show that out of 10 respondents 2 respondents are buyingonce a month.6 respondents are buying twice a month.1 respondent are buying thrice a month.1 respondent are buying per weekly.8) Below table showing size of oil respondents are normally using.BABASAB PATIL 42
  43. 43. Size of soap Respondents1litter 225litter 1510litter 13 25 20 15 East 10 22 15 13 5 0 1lit 2lit 109) Below table showing the purchasing place of respondents.Purchase place RespondentsRetailers 27BABASAB PATIL 43
  44. 44. Super market 15Big bazaar 5Ganesh bazaar 3 30 25 20 15 East 27 10 15 5 5 3 0 Retailrs Super M Big Bazaar Ganesh B From the table showing out of 50 respondents 27% of respondents isbuying retailer shop.15% of respondents are buying supermarket5% of respondents are buying Big Bazaar.5% of respondents are buying Ganesh Bazaar.10) Below table showing the promotional tools to pursue therespondents.Tools RespondentsBABASAB PATIL 44
  45. 45. Discounts 24Gifts 16Extra 10No offer 0 30 24 25 20 16 15 East 10 10 5 0 0 Discount Gifts Extra No OfferFrom the table out of 50 respondents, 24% of respondents discount inmotivational factors16% of respondent’s toled gift 10% of respondentstolled told extra is the motivational factors.BABASAB PATIL 45
  46. 46. 11) Below table showing level of satisfaction of KOF oil.Satisfaction level RespondentsExcellent 21Very Good 16Good 13Fair 0 25 20 15 East 10 21 16 13 5 0 0 EXCELLENT V Good Good FairFrom the table show out of 50 respondents, 21% of respondents are toldexcellent in fragrance, 16% of respondents are told well in fragrance, 13%of respondent are told ok in fragrance. And no one tol poor in fragrance.BABASAB PATIL 46
  47. 47. 12) Below table showing the factors are affecting for not using theKOF oil.Factors RespondentsBrand name 9Low fragrance 5Non – awareness 5Non – availability 0High price 18Not feeling freshness 13 20 18 16 14 12 10 18 East 8 6 13 4 9 2 5 5 0 0 ty s N F P ag es ili F h nd Fr b ig en N la ra H w ar i B Lo va w A A N NFrom the table shows that out of 50 respondents 9% of respondents are toldweak in brand name, 5% of respondents told fragrance, 5% of respondentsare told Non - awareness, N0 one told non availability, 18% of respondentsare told high price, 13% of respondents are told not feeling freshness.BABASAB PATIL 47
  49. 49. FINDINGS1) From the collected data it is found that respondents are very sensitive with quality. In survey 26% respondents are influenced by fragrance as their first preference.2) From the survey it is also found that 28% of the respondents are influenced by advertisement. However, the customer retention an advertisement is essential.3) From the survey 50% of the respondents told that Newspaper and magazine are the effective media in buying KOF oil.4) It is also found that company has good reputation for its fragrance.5) It is also found that 60% of respondents are motivated gifts.6) It is also found that 47% of respondents told KOF oil is a very high price.7) It is an also found that upper middle class are using KOF oil.8) It is also found that 60% of respondents buying in retailers shop because of it may be convenient to the consumers.BABASAB PATIL 49
  51. 51. CONCLUSIONS1) From the overall study it can be concluded that company is working efficiently right from production process to the marketing and also2) The upper middle class people are using because of high fragrance.3) The education profile is important when buying KOF oil. The competitors advertising and sales promotional strategies are satisfactory to in this area they can adopt or choose effective advertisement media and effective sales force strategy to boost the sales.4) Even though company has good reputation with potential staff, it requires further modified market policy to survive with the competitive products in the study area.5) The important social class variable is education; occupation and income will effects buying the KOF oil. The social classes focus on specific consumer research that relates to social class to the development of marketing strategy.BABASAB PATIL 51
  53. 53. SUGGESTIONS1) The KOF Company is personal care product. Hence the company may identify the attitudes, beliefs, perception, and taster & properly note the existence of shared values. For ex. Fat, sticky, etc.2) The company can give more and a more sales promotions to the consumers, the sales promotions like samples, price off, gift, etc because the consumers are price sensitive.3) For making awareness for KOF oil they have to give the advertisement in TV, Newspapers and magazine, wall paints.4) The company may conduct more and more consumer meeting, door-to- door survey.5) Fixing the price according to interest of people with respect to competitors.6) Attending any complaints immediately.BABASAB PATIL 53
  55. 55. QUESTIONNAIRE Dear, sir /madam I am pleased to introduce my self as a MBAstudent. As a part of my curriculum activity. I am conducting survey on“SOCIAL CLASS & IT’S INFLUENCE ON BUYING BEHAVIORWITH RESPECT TO KOF OIL”. So I would be pleased if you spentyour precious time in completing this questionnaire. 1. Name & Address: ------------------------------------ ------------------------------------ ------------------------------------ 2. Sex : Male Female 3. Age : 4. Family size : 1-2 3-5 6-10 above 10 5. Education : High school College Graduate Postgraduate 6. Occupation : Govt-Employee Pvt-Employee Business men Landlord Student If any specify: 7. Family income : 3000-5000 5000-10000BABASAB PATIL 55
  56. 56. (Per month) 10000-20000 20000-25000 8. Which brand of oil you are using presently? ------------------------------ 9. Which factors have influenced you to use the KOF oil? Fat content Fragrance Packaging Advertisement Brand name Affordable Price 10. Are you using KOF oil? Yes No (If Yes Continue, else go to question No 18) 11. How you come to know about KOF oil? Relative’s Newspaper & Magazine Advertisement in TV Friends Internet If any: ----------------------12. How many times do you buy oil in a month? Once a month twice a month Thrice a month weekly13. What is the size oil you normally use? 1lit 5lit 10lit14. Where do you purchase the KOF oil? Retailer’s Super market Medical shop Big BazaarBABASAB PATIL 56
  57. 57. 15. Which of the following offer are you more motivated? Discount Gift Extra NO offer16. To what extent are you satisfied with the price of the KOF oil. Extremely well Extremelypoor __________________________________________________17. What is the level of satisfaction with regard to fragrance of KOF oil? Excellent Good Ok Poor 18. Why you are not using KOF oil? Brand name Low fragrance Non awareness Non-availability High price Not feeling freshness 19. How do you rate the following edible oil? Good Poor 1. Ruchi gold 2. KOF oil 3. Gemini 4. Raag 5. AkshataBABASAB PATIL 57
  58. 58. 6. Sun flower 20. Your Valuable suggestion for improving Quality of KOF oil.------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ THANK -YOUBIBLIOGRAPHYBABASAB PATIL 58
  59. 59. Marketing ManagementBy Philip Kotler.Marketing ResearchBABASAB PATIL 59
  60. 60. By. D.S. Tull & HawkinsMarketing ResearchBy. D.D. PATIL 60
  61. 61. BABASAB PATIL 61
  62. 62. BABASAB PATIL 62