Consumer Preference For Edible Oil in Yewalewadi of Pune Region
Consumer Preference For Edible Oil in Yewalewadi of Pune Region
Consumer Preference For Edible Oil in Yewalewadi of Pune Region
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influence in the decisions within the families. One of (Source: Macmillan English Dictionary, International
those areas affected by diminishing sex role distinction Student Edition, Mcmillan Publishers 2002.)
is in consumption aspects of family decision-making.
Their findings showed that husbands of liberal wives III. LITERATURE REVIEW:
make relatively few decisions compared to the husbands Indian markets from low-involvement to high-
of moderate and conservative wives. Decision related to involvement product categories have been experiencing
groceries were found to be wife dominated in the three sweeping changes in the past decade. Changing
groups, and decisions related to life insurance were lifestyles, fragmented market segments and consumer
husband dominated. Companies should not stop at the preferences, and intense competition from the brands of
stage where the brand in well know or well among the multinational corporations (MNCs) have made branding
competitions in market else they lead to fall short over strategies a prerequisite for marketing success. India has
the performance. The only difference that uplift would been going through radical changes in the marketing
be through product satisfaction. arena in the last decade. Globalization in terms of
Briarley[7], Services create a hindrance on building multinational corporation (MNC) brands entering Indian
brand images based on the customer dissatisfaction due markets, the emergence of young professionals in urban
to which retaining consumer is difficult. In general, it areas, the opening up of luxury and leisure markets, the
becomes important for companies to retain consumers impact of mass media and the influence of
with the help of customer satisfaction index. However, Westernization are some of the crucial aspects which
technology advancement have created a room in have forced Indian marketers to adopt branding
consumer satisfaction and companies try to serve their strategies. These strategies have been formulated against
customers at customers’ convenient places and time. the backdrop of an Indian culture which is strongly
Various options are created for a customer convenience, entrenched in the consumer psyche, and amidst changes
all lead to customer satisfaction. Online shoppers are in the social environment. These changes can be seen in
more satisfied but out the room for improvement, overall consumer products, Rajaveni & Ramasamy
especially in communication about delivery and returns. (2012)[9], analyzed the trend in edible oil consumption
These customers have more control. In U.S. 63% of and also attempt has been made by the researcher to
online shoppers look at the return policy before making assess the consumer behavior on consumption of edible
a purchase[8]. oils from various income groups. In India, most
vegetable oil is purchased by household or industrial
II. OBJECTIVES OF THE STUDY: buyers (food processors, restaurants and hotels) for
frying or baking needs and is sold as loose oil or
1. To identify consumer preference for branded and
vanaspati (partially hydrogenated vegetable oil). Only a
unbranded products of edible oils.
small percentage of edible oils are sold in branded form
2. To reveal most favorable attribute of edible oils, at the retail level. They studied, what kind of edible oil
responsible for preference. people consume, since there are varieties of edible oil
like Palm oil, soya bean oil, mustard oil, groundnut oil,
3. To know whether consumers are satisfied, with the
rice barn, and cotton seed oil in the market.
Edible Oil they use, or not.
It was considered that branded and quality product were
Hypotheses:
preferred. However some of the motivation functions
H1. Consumers prefer branded products rather than were quality, health and package. Pathak & Tripathi
unbranded products of Edible Oils. (2009)[10] found Indian customers are more sensitive to
quality, customer service and status. They are ready to
H2. Healthiness of edible oils is significantly more pay, sometimes, astronomical sums, provided their
responsible for preference than other characteristics. needs are satisfied. They are basically looking for an
H3. Repetition of brand depends on satisfaction of experience which is more of cognitive than physical.
customers. Other factors in preference for Edible Oil was
highlighted by Kokatnur (2009) )[11], Parasuraman,
Working Definition: studies on quality of the product plays a major role in
Analyze: To examine edible oil consumers in detail, in the consumers preference of the product, their
order to understand or explain their perception. satisfaction and repurchase intension. Maintaining
consistent quality can enhance the market share of
Perception: The ability to understand and make good private labels. Another factor influencing consumer
judgments about edible oil products. perception of private brands is the package. The taste
Attribute: To believe that consumer preference of edible test study revealed that consumers rate private labels
oil products is the result of a particular feature, events, higher than manufacturers brand.
experience or referrals. Vyas, Imran & Jay (2013)[12], proposed that Health
Health Edible Oil: Less absorbed, and Cholesterol Free factor plays a predominant role in selecting the brands
Oil, for health hearts. among selected respondents. As most of the respondents
change their oil for better health, very strong brand
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ISSN (Print): 2319–5479, Volume-3, Issue–3, 2014
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International Journal of Research and Development - A Management Review (IJRDMR)
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loyalty is not displayed for oil consumption. Syed Hasan about the brand not only in urban but also in rural area
and Muhammad Khan (2009)[13], study identified that was found in the studies carried out by Jain &
packaging characteristics are significant variables for Meenakshi Sharma (2012)[21], Most of the people both
consumer brand preference in edible oils. The study from illiterate & literate groups prefer branded products
indicates that packaging characteristics has association with the belief that quality is assured as the
with consumer brand preference in edible oils. manufacturers are reputed companies. People are not
worried about the price of the product. They are
Prema (2013)[14], in the study compared sunflower and
showing willingness to spend higher price when they
groundnut oil, to know which is more popular, preferred
realize that they can afford to spend. Since the usage of
and purchased by the consumer. The factors influencing
branded products of reputed companies will elevate their
the consumers for purchasing branded oil were quality,
status as well as stature in that village. This change in
healthy, tasty, availability and fat content. Today
the attitude to spend more on the highly priced branded
consumer market is flooded with various brands of
products, suggests that there is an ample scope for such
sunflower and groundnut oil. Each branded sunflower
products to capture the markets in these areas by
and groundnut oil stands out distinctly when grouped
increasing supply of these products. The marketing
with other branded edible oil. Consumers have specific
agencies are advised to conduct health awareness
preference or choice and they analyze the price, quality,
programs by educating the people about the need to use
packaging aspects etc. before they buy the product and
the health care products to arrest tooth decay, hair fall,
hence, it is up to the different brands of sunflower and
dry skin, etc. These products can be made more popular
groundnut oil manufacturers to concentrate on those
and acceptable among the rural people. Noor Firdoos
aspects and workout better strategy to attract more
Jahan and Lalitha Ramakrishnan (2012)[22], examined
consumers for their brands. The chance of success of
brand preference in rural areas and studied the
brands having higher perceived quality are more than
preference of the customers in branded products of Fast
brands having lesser perceived quality. Brands enjoying
Moving Consumer Good (FGCG). India's rural markets
greater perception of quality shall bestow higher risk
have seen a lot of activity in the last few years. Since
relief to consumers than brands having lower standing.
penetration levels are pretty high in most urban areas,
Keller and Asker (1992)[15] found higher quality of the
future growth can come only from deeper rural
brand will undoubtedly lead to its success.
penetration and higher consumption. As rural income
Today, Indian Customer is demanding more value for increases and distribution network improves (in line
the price he/she pays. Social structures like family, role with road development projects), the penetration levels
models and peer groups are under pressure largely are set to increase. At present, urban India accounts for
because of the change created by media, technology and 66% of total FMCG consumption, with rural India
competition. These change drivers are today impacting accounts for the remaining 34%. However, rural India
the customer’s awareness, values, social structures and accounts for more than 40% of the consumption in
even the individual customer personality. major FMCG categories such as personal care, fabric
care and hot beverages. Brand preference is one of the
The rural market does not differ on a larger extent which
most emerging areas in marketing everywhere so as the
was shown by Sen, Nandita (2012)[16], in a study of rural areas in Mandya district in Karnataka. Their study
newly launched edible oil by Amul, entering into edible provided bunch of knowledge about demand of different
oil segment. Based on a sample of 38 villages near
FMCG products in rural areas as well it also provides
Anand(Gujarat) where consumption patterns of 200
detail knowledge about the consumer preference
randomly surveyed. It was concluded that there is less
towards different FMCG products.
awareness among consumers. Customers were ready to
try new products, however, more focus should be on IV. LIMITATION OF THE STUDY:
right pricing.
Pune region is a vast region; our study is restricted to the
Value added product or services have always an upper following:
edge, Jaiswal, Sahu & Matharu (2010)[17] in their
research on restaurant services found consumers prefer 1. Few places in the region have been covered.
those restaurants that provide maximum degree of 2. The time period of the study is from May-June of
satisfaction. As per Bhat & Reddy(2001)[18], brand year 2014.
affects positively on purchase intention.
Sallylinkenauger (2012)[19] brands built images and Analysis of the finding:
images built brands. People who believed that a 1. Whether Consumer prefer branded product?
professional’s skills had rubbed off on a piece of
equipment performed better while using it. Moreover, as Category Yes No Total
Jyothsna Priyadarsini & Goodwin(2009)[20], mentioned 26-35 Years 48 9 57
with increasing levels of awareness, the customers are 36-45 years 16 8 24
educating themselves before they go for the purchase. Above 45 years 15 8 23
Additionally, for a consumer the entire story remains Total 79 25 104
same as a whole market. Consumers are more consent TABLE 1: Brand Preference Observed Values
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