NASRAPUR, TAL-BHOR, DIST-PUNE, MAHARASHTRA

1. This Edible Oil survey attended at
Nasrapur village near, pune.
Maharashtra
Guide- Nilesh Gokhale.
SILC. INSTITUDE

2. List of Tables
Table
No
Tittle Page
No.
1 Showing Gender Wise Classification Of Respondents
2 Showing Classification Of Respondents OnTheBasis OfAge
Group
3 Showing Classification Of Brands used by customer
4 Showing from where respondent purchase product.
5 Showing how respondentselect the brand.
6 Showing data about Quality Factorconsideration
7 Showing data about Prise Factorconsideration
8 Showing data about Test Factorconsideration
9 Showing data about Availability Factorconsideration
10 Showing data about Brand Awareness Factorconsideration
11 Showing data about Packaging Factor consideration
12 Showing data about quantity of oil purchased
13 Showing data about frequency of changing type of oil.
14 Showing data about effect of promotional activities
15 Showing data about level of satisfaction
16 Showing data about brand loyalty.

3. List of Graphs
Grap
h No.
Tittle Page
No.
1 Count of gender.
2 Count of Age Range
3 Count of Brand Purchased
4 Count of Where Edible Oil is purchased
5 Count of how do you get to know edible oil brands
6 Count of quality factor considered
7 Count of Price factor considered
8 Count of Testfactor considered
9 Count of Availability factor considered
10 Count of Brand Awareness factor considered
11 Count of Brand Packaging factor considered
12 Count of what is the capacity of edible oil purchased
13 Count of monthly expenditure on edible oil
14 Cunt of often replacing edible oil brand
15 Count of an effect of promotional activity
16 Count of level of satisfaction

4. 1 ABSTRACT
Edible oils constitute an important component of food expenditure in
Indian households. India is a vast country and inhabitants ofseveral regions have
developed specific preference for certain edible oils largely depending upon the
oils available in the region. For example, people in the South and West prefer
groundnut oil while those in the East and North use mustard seed/rapeseed oil.
Likewise several pockets in the South have a preference for coconutand sesame
oil.
The demand for edible oils in India has shown a steady growth at a CAGR
of 4.43% over the period from 2001 to 2011. The growth has been driven by
improvement in per capita consumption, which in turn is attributable to rising
income levels and living standards. However, the current per capita consumption
levels of India (at 13.3 Kg/year for 2009-10) are lower than global averages (24
kg/year). TheIndian edible oils market continues to be underpenetrated and given
the positive macro and demographic fundamentals it has a favourable demand
growth outlook over the medium-to-long term. Through this paper the researcher
tries to understand the factors influencing purchase decisions for edible oils by
the households and the consumption patterns of the households. Authors have
also tried to analyse the preference of demographic clusters.
Keywords: Edible Oil, Consumption pattern, preference

5. 2 INTRODUCTION
2.1 EDIBLE OIL INDUSTRY IN INDIA
The per capita income of Indian household has risen substantially in the
last decade. This was supported by robust growth in the economy resulting in
changes in food habits and people getting more habituated to ready to-eat foods.
With the change in per capita income, the edible oil industry in India has also
undergone significant changes. For example, today the preference for packed oil
over loose has increased due to affordability and increased attention to health and
hygiene. The presence of many organized outlet has augmented this across the
country that sell packed oil.
India is a vast country and inhabitants of several regions have developed
specific preference for certain oils largely depending upon the oils available in
the region. Forexample, people in the Southand Westprefer groundnut oil while
those in the East and North use mustard seed/rapeseed oil. Likewise several
pockets in the South have a preference for coconutand sesame oil.
Edible oil consumption is primarily a community-driven phenomenon in
India. Going by the traditional cuisines, mustard and rapeseed oil are used in the
northern and eastern states ofthe country. Coconut, peanut and sunflower oils are
widely consumed in south India while peanut and cottonseed oils are the cooking
medium of choice in Gujarat. Rapeseed oil is popular in north east India; soybean
oil is more prevalent in central India.
The current per capita consumption levels of India (at 13.3 Kg/year for
2009-10) are lower than global averages (24 kg/year). The Indian edible oils
market continues to be underpenetrated and given the positive macro and
demographic fundamentals it has a favourable demand growth outlook over the
medium-to-long term. Globally, the demand and supply of oil is

6. disproportionately distributed, for example Middle East contributes 32 percent of
the world supply but demand is only 7.8 percent, while Asia-Pacific has 30
percent of world demand but only 9.7 percent supply. Currently, in India, the
refined oil segment has a growth rate of around 20 percent perannum; and forthe
branded packed oil segment, the consumption growth is 6 percent. The current
percapita consumptionofedible oil is low compared to theworld average. Hence,
in the future, there is tremendous opportunity to tap the potential and expand the
market of edible oil.
In the above context, an attempt has been made to understand the buyer’s
behaviour and preferences for edible oils in Nasrapur Village in Bhor Taluka,
Pune District, and Maharashtra State

7. 3 OBJECTIVE OF STUDY
3.1 THE STUDY HAS FOLLOWING OBJECTIVES
● To understand the factors influencing purchase decision for edible oils.
● To understand the buying and consumption patterns of the product.
● To understand the preference of demographic clusters.
● To understand the frequency of changing edible oil type.
● To understand the effect of promotional activities on purchasing habits.
● To find the extent of brand loyalty among consumers.
3.2 SCOPE
● Study covers the awareness of the consumer towards brands.
● Study covers the market share of various brands.
● Study covers the consumer attitude towards price.
● Study covers the various marketing channels.
● Study is restricted to Nasrapur Village only.
3.3 LIMITATIONS
● The data and opinion collected are assumed to be objective.
● The survey is restricted to 86 respondents.
● Lack of consumer awareness about different brands of edible oil.
● Time constraint.
● The sample size is supposed to representative of the views of the
consumers.
● The study has been restricted to Nasrapur Village only.

8. 3.4 GEOGRAPHICAL SCOPE
Nasrapur village is in Bhor Tehsil in Pune. It is onNH4 i.e. Satara highway
around 45 km from Pune. It is situated on the bank of Shiv Ganga River. Its
population is around 6000 out of which 3870 are registered in voters list. Every
Sunday weekly market arranged in the village. Narsapur have around 25 Grocery
Store out of which 4 are wholesaler. There are 3 banks in the village viz. Bank of
Maharashtra, Pune District Central Co-operative Bank, Vai Urban Co-op Bank.
There are 4 self-help group in the village.
Nasrapur village falls within Baramati Lok Sabha Constituency and Bhor
Velhe Mulshi Vidhan Sabha Constituency

9. 4 RESEARCH METHODOLOGY
4.1 COLLECTION OF DATA
To complete this study primary as well as secondarysource of information
is used. To study the market trends and brand preferences of edible oils, primary
data is collected by using a detailed questionnaire which was administered to a
small sample of 86 families selected on the basis of convenience sampling
method. The study has been carried out in Nasrapur Village (Bhor Tehsil Pune
District). The secondary data is collected from published thesis, books from
library well reputed journals, magazines and related Websites. The data so
collected is scrutinized, tabulated, analyzed and finally used for the study
purpose. For the collection, calculation and analysis of data statistical tools and
techniques are used like Google Forum, Microsoft Word. Microsoft Excel.
4.2 CONSUMER SURVEY
In orderto collect the primary data the consumer‟s survey was undertaken.
The sample consumers were selected on stratified random sampling method. A
structured question was used to collect information from the sample consumer
contacted. Even personal interviews were held with the respondents to gather
unbiased information. Observation method also made used to understand the real
feelings of the respondents so that study become more realistic in nature.
5 DATA ANALYSIS
5.1 INTRODUCTION
Consumer survey is necessary in any form of marketing research because
consumer is the “king‟ in the market and his behaviour changes day by day.

10. Selection of products by the consumer reflects the faith in the products. The
buyer’s behaviour changes according to their age, income, sex and other factors.
Buyer’s purchasing always depends on the quality and price. The study of
consumer satisfaction is necessary to know the opinion of different consumers to
implement the most effective marketing policy of the firm.
To conduct the consumer survey, questionnaire method was used.
Questionnaire is the most common research instrument. A questionnaire is a set
of questions with or without spacefor recording answer. The question can secure
relevant facts or opinions from informed and interested respondents included in
the sample survey.
In the following subsequentsection, the data obtained from the respondent
are analysed statistically. A convenient sampling technique was made use for this
survey and the number of respondents chosenwas 86.
As per questionnaire the question wise analysis is donebelow.

11. 5.2 QUESTION WISE ANALYSIS
5.2.1 What is your gender?
Table-1: Showing Gender Wise Classification of Respondents
Gender No. of Respondents Percentage
Male 31 36%
Female 55 64%
Total 86 100%
Out of 86 respondents of the survey 36% i.e. 31 are male and 64% i.e. 55
are female.

12. 5.2.2 What is your age?
Table – 2: Showing Classification of Respondents on The Basis Of Age Group.
Age No. of Respondents Percentage
20-30 16 18.6%
31-40 28 32.6%
41-50 31 36%
51-60 8 9.3%
Above 60 3 3.4%
Total 86 100%
The above table indicates that majority of the respondents (36%) belongs
to the age group of 41 to 50 years, 32.6% belong to age group of 31 to 40 years.

13. 5.2.3 Which kind of edible oil you usually buy?
Table – 3: Showing Classification of Kind of edible oil bought.
Kind of Oil No. of Respondents Percentage
Soybean Oil 37 43.%
Peanut Oil 15 17.4
Sunflower Oil 29 32.6%
Safflower Oil 6 7%
Total 87 100%
Above table shows the different kind of edible oil used in the village.
Soybean and Sunflower oil is consumed by most of the villagers. Soybean oil is
consumed by 43% and Sunflower Oil is consumed by 32.6%.

14. 5.2.4 Which brand of edible oil do you often use at home?
Table – 4: Showing Classification of Brands used by customer
Brand User Percentage
Kirti Gold 21 24.4%
Gemini 50 58.1%
Khushbu 4 4.7%
D.K 8 9.3%
LooseOil 3 3.5%
Total 86 100%
Above table reveals about the classification of brands used by customer.
Out of total respondent 58.1% use Gemini Brand, 24.4% use Kirti Gold Brand
and so on.

15. 5.2.5 Where do you usually buy edible oil?
Table – 5: Showing from where respondentpurchase product.
Purchasedfrom No of People Percentage
Grocery Store 59 68.6%
Market 18 20.9%
Supermarket 9 10.5%
Total 86 100%

16. Table – 5 : Showing how respondent select the brand.
Source No of People Percentage
Salesman 38 44.2%
Doctor 3 3.5%
Advertisement 27 27%
Friend & Family 18 20.9%
Total 86 100%

17. Table – 6 : Showing data about Quality Factorconsideration
Score No of People Percentage
1 30 34.9%
2 20 23.3%
3 12 14%
4 5 5.8%
5 7 8.1%
6 12 14%
Total 86 100%

18. Table – 7 : Showing data about Prise Factorconsideration
Score No of People Percentage
1 14 16.3%
2 21 24.4%
3 25 29.1%
4 9 10.5%
5 13 15.5%
6 4 4.7%
Total 86 100%

19. Table – 8 : Showing data about Test Factorconsideration
Score No of People Percentage
1 10 11.6%
2 18 20.9%
3 25 29.1%
4 23 26.7%
5 6 7%
6 4 4.7%
Total 86 100%

20. Table – 9 : Showing data about Availability Factorconsideration
Score No of People Percentage
1 8 9.3%
2 15 17.4%
3 15 17.4
4 27 31.4%
5 15 17.4%
6 6 7%
Total 86 100%

21. Table – 10 : Showing data about Brand Awareness Factor consideration
Score No of People Percentage
1 14 16.3%
2 11 12.8%
3 4 4.7%
4 18 20.9%
5 28 32.6%
6 11 12.8%
Total 86 100%

22. Table – 11 : Showing data about Packaging Factorconsideration
Score No of People Percentage
1 10 11.6%
2 1 1.2%
3 5 5.8%
4 4 4.7%
5 17 19.8%
6 49 57%
Total 86 100%

23. Table – 12 : Showing data about quantity of oil purchased
Quantity No of People Percentage
1 liter 5 5.8%
2.5 liter 11 12.8%
5 liter 35 40.7%
15 liter 35 40.7%
Total 86 100%

24. Table – 13 : Showing data about frequency of changing type of oil.
Period No of People Percentage
Half Year 20 23.3%
One years 19 22.1%

25. 2 to 3 Years 7 8.1%
Never 40 46.5%
Total 86 100%
Table – 13 : Showing data about effect of promotional activities
Effect of Advertisement No of People Percentage
Never 32 37.2%
Sometime 52 60.5%
Always 2 2.3%
Total 86 100%

26. Table – 14 : Showing data about level of satisfaction
Level of Satisfaction No of People Percentage
Very Good 20 23.3%
Good 49 57%
Average 17 19.8%
Total 86 100%
Table – 15 : Showing data about brand loyalty.
No of People Percentage
No effect 5 5.8%
No longer use this brand 68 79.1%

27. Would not use this brand
temporary
10 11.6%
Give feedback to company 3 3.5%
Total 86 100%
6 FINDINGS
● Majority of the respondents are females
● Most of the respondents belong to the age group of 40 to 50 years.
● Most of the respondentuses Gemini band.
● Most of the respondentpurchase edible oil from Grocery Store.
● The majority of respondents are come to know about Edible Oil Brands
watches through the Shopkeeper of Grocery Store.
● Quality, Test and Availability are the major factor considered by the
respondent while purchasing Edible Oil.
● Most of the respondentpurchase 5 liter and 15 liter pack of Edible Oil.
● An average expenditure per respondentper month for Edible Oil is ₹ 211
● An average consumption of Edible Oil per respondent per month is 1.75
liter.
● Most of the respondentdoes not change their brand of Edible Oil.
● Most of the respondentdoes not get affected by promotional activity.
● Most of the respondentare satisfied with the brand of Edible Oil they use.
● Most of the respondentwill change their brand if quality problem arrives.
7 CONCLUSION
Cluster analysis proves that Health factor plays a predominant role in
selecting the brands among selected respondents. As most of the respondents
change their oil for better health, very strong brand loyalty is not displayed for oil
consumption. Most ofthe respondentwere unaware about the brand of Edible Oil
The primary source of information for consumer regarding oil is TV Ads
and Newspaper. Hence, it is recommended that the cooking oil marketers could
take maximum efforts in designing the advertisements in such a way that the
advertisements provide reliable and maximum information about the nutrition

28. and health aspects, price of the oil. The companies could increase the frequency
of advertisements also in order to make the brands positioned in the minds of the
prospects and this will, definitely, help the prospects to consider those brands
while the evaluation of alternatives.
Further, it is noted that advertisement does not create a need for cooking
oil in the minds of prospects butat the same time, prospects consider advertising
as an important source of information. Hence, it is recommended that
advertisements could be used only for the purpose of creating brand awareness
among the prospects.
Generally, the prospects give higher importance to safety aspects, and the
brand image of the cooking oil rather than the other sales promotional schemes
offered by the companies while they purchase the cooking oil. Hence, it is
recommended that the cooking oil marketers could concentrate on improving the
safety aspects, quality and brand image ofthe cookingoil instead of concentrating
heavily on the sales promotional activities.
8 IMAGES
9 REFERENCES & BIBLIOGRAPHY
● http://economictimes.indiatimes.com/industry/cons-products/food/indians-get-taste-for-branded-edible-
oil-as-prices-drop-incomes-rise/articleshow/45215078.cms
● http://www.managementstudyguide.com/what-is-consumer-behaviour.htm
● http://www.consumerpsychologist.com/
● http://www.slideshare.net/VivekSinghkanpur/consumer-behavior-in-rural-market
● http://www.authorstream.com/Presentation/savidas-662879-rural-consumer-behaviour/
● http://www.irdindia.in/journal_ijrdmr/pdf/vol3_iss3/1.pdf
● http://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20150301.13.pdf
● http://www.allsubjectjournal.com/archives/2015/vol2issue1/PartG/41.1.pdf
●