“A STUDY OF BRAND AVAILABILITY, BRAND LOYALTY AND BRAND AWARENESS OF MAHAKOSH EDIBLE OIL OF RUCHI SOYA INDUSTRIES LTD”

1. “ASTUDYOFBRANDAVAILABILITY, BRAND LOYALTY
AND BRANDAWARENESS OFMAHAKOSH EDIBLE OIL
OFRUCHI SOYAINDUSTRIES LTD”
GAURAV SHUKLA
MBA FINAL YEAR

2. COMPANY PROFILE
Ruchi Soya Industries Ltd. established in 1986.
Today, Ruchi Soya is among India’s leading manufacturers and
marketers of edible oil and soya products under well-known
retail brands, such as Nutrela, Mahakosh, Sunrich and Ruchi
Gold.

3. COMPANY OVERVIEW

4. OBJECTIVES OF THE STUDY
1. To know the retailers awareness of Mahakosh Edible Oil.
2. To know the retailers availability of Mahakosh Edible Oil.
3. To know the retailers loyalty of Mahakosh Edible Oil.
4. To knows, which factors plays a key role to attract the
retailers to sell edible oil.
5. To know which factors provide competitive edge to
Mahakosh of Ruchi Soya Industries?
6. To know the advertising play any role towards brand sale

5. RESARCH METHODOLOGY
• Period Of Study: Eight Weeks
• Area Of Study: Lucknow
• Sampling Size: 100
DATA COLLECTION
• Primary Data: Field Survey
• Secondary Data: Internet Sources,
Reports by Ruchi Soya Industries
• Sampling Method: Random Convenience sampling
• Sample Unit: Various Retailers of Lucknow city.

6. FINDINGS
1. Out of various retailers 37% retailers are Very Much Aware with the
name of Mahakosh Edible oil. 27% Retailers are somewhat aware and
36% retailers are not aware with the name of Mahakosh Edible oil.
2. The availability of Mahakosh Edible oil is not very good due to low
awareness. But out of various edible oil brands the availability of
Mahakosh is overall good in the market.
3. In the terms Loyalty the Mahakosh Edible oil is More Preferred Brand
than other edible oil brands. And out of various retailers 52% retailers
don’t want to switch their preferred edible oil brand.

7. FINDINGS
4. Consumer Demand is the main factor that plays a key role
to attract the retailers to sell edible oil. There are some
other factors also which play a key role in selling edible oil
like High Profit, High Quality and Low Price.
5. Consumer Demand is the main factor that factors provide
competitive edge to Mahakosh edible oil of Ruchi Soya
Industries.
6. The majority of the retailers agree that the advertising
play an important role towards brand sale.

8. CONCLUSI ONS & RECOMMENDATIONS
• Leakage problem should be taken care of and the retailers should fully
compensate for their loss due to leakage.
• There should be proper feedback for the retailers as well as customers
whenever any scheme is introduced for the retailers & customers they
should be made aware of it. Sales representatives should be given guidelines
to intimate each and every retailer of his area about the schemes.
• Being all the companies are ISO 9001 company, it is not good for the
reputation company that it is getting complaints about the products related
to quality
• Regarding the introduction of new products, the company should go for
aggressive marketing. There is a lot of potential in Edible oil segment, but
retailers are not even aware of our product.

9. CONCLUSI ONS & RECOMMENDATIONS
• Whenever any consumer oriented scheme is introduced, the
scheme should be directly targeted to that person who actually
uses i.e., house wives.
• Non-monetary incentives should be also given to the retailers in
each and every city. They should be given glow sign boards and
other sales promotional materials. This will boost up their spirits.
• MRP problem during the days of rising prices should be taken
care. In this situation if retailers are getting the products on a
price higher than the MRP they can’t sell it more than the MRP. So
this problem should be looked after carefully.

10. SUGGESTIONS OF THE RETAILERS
• Leakage problem should be looked after and the replacement of the leaked
packets should be given to them.
• The company should reduce the cost of their products and the margin of the
retailers should be increased.
• There should be proper channel of information, whenever any scheme is
introduced by the company for the retailers.
• In the same way, whenever any scheme is introduced for the consumer there
should be at least a print advertisement if T.V. advertisement is not possible.
• Other incentives should also be given to the retailers like glow sign boards
etc.

11. LIMITATIONS OF THE STUDY
• It is a hard fact that each study suffer from some limitations. So is the
case with this study. One of the limitations of the study is, as the
information is collected from the retailers, the monthly sales figure given
by them is based entirely on their own judgment. So a few of them might
have given the wrong figures related to their monthly sales.
• Another limitation was that some of the retailers were busy and could
not give appropriate information. And also very few retailers did not
want to share any information.
• Another limitation of the study was the retailers who were personally
interviewed did not want to share the actual data as few of them were
giving fake data.

12. LIMITATIONS OF THE STUDY
• The sample size being very small that is only 100
respondents, limited the scope of Research.
• Time constraints put boundaries to sample area and hence
limited the extent of the study.
• Taking convenience sampling might have led to some bias as
people with different age groups have different perceptions.
• The study was confined to the city of Lucknow, and as such,
the results may not be the same in other markets.