Project report on Customer Preference and Buying Behavior towards Edible oil

A SUMMER INTERNSHIP REPORT ON (Consumer Preference and Buying Behavior towards Edible Oil)

Submitted to L.J. Institute of Engineering and Technology

In requirement of partial fulfillment of Masters of Business Administration (MBA) 2 year full time Program of Gujarat Technological University

Submitted on: 14th July 20___ Submitted by:

Students Name Batch No.: 20__ - __

L.J. INSTITUTE OF ENGINEERING 7 TECHNOLOGY, AHMEDABAD

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Project report on Customer Preference and Buying Behavior towards Edible oil

Acknowledgment
Here, I take this opportunity to humbly express my gratitude to all those concerned with my project entitled CUSTOMER PREFRENCE & BUYING BEHAVIOUR TOWARDS

EDIBEL OIL. I would like to share the success of my project amongst the persons who has directly or
indirectly helped me to complete this project.

I first of all thank One Advertising & Communications Services Ltd for giving me the wonderful opportunity to undertake the venture. I would specially thank Mr.Jagan Dave for guiding me throughout the project and the report so as to make the study meaningful. I would also extend my gratitude towards L.J institute of engineering and technology and its director, Dr P.K Mehta, M/s Priyanka Pathak and the entire faculty who have been a constant source of inspiration, which ultimately leads to the point of success.

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Project report on Customer Preference and Buying Behavior towards Edible oil

Table of Contents
Serial No. 1 2 3 Chapter Title Executive Summary Recommendations Introduction to project Literature review and study of industry 4 5 6 Objective/Problem statement Research methodology Data analysis and interpretation 7 Conclusions and Recommendations 8 9 10 Limitations of study Notes and references Annexures 51 52 53 50 23 25 34 Page No and 4 5 17

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Project report on Customer Preference and Buying Behavior towards Edible oil

EXECUTIVE SUMMARY
This study is concerned with the preference and buying behavior of the consumers towards edible oil. As students of human behavior we are concerned with understanding consumer behavior with gaining into why individuals act in certain consumption related ways with learning what internal/external influences impel them to act to do so. From these study we tried to find out

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Project report on Customer Preference and Buying Behavior towards Edible oil

Chapter-1: Introduction to Project General Introduction:

Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identical sponsor. Marketers see advertising as a part of an overall promotional strategy. Other components of the promotional mix include Publicity, Public Relations, Personal Selling and Sales Promotion

Advertising involves the process where in a message is designed so as to promote a product, a thought, an idea or even a service. The concept of advertising has assumed a dynamic form with the use of the various mediums of communications. From the newspaper, magazines, posters, neon & fluorescent signboards, billboards to commercials on t.v, laser shows to inflated high rise figures and objects, advertising has come a long way. The work is formidable as it spear heads a process intended to attract, modify, change and influences public opinion.

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From the local business to multinational firms all need to advertise. While politicians, social organizations, government special groups need to advertise their motto, national airlines, automobile manufactures, food and consumers goods manufacturers have to reach the consumer. Specialist products and services are often advertised through trade magazines and exhibitions. Lately male-shorts, hand bill circulations, special offer have become very popular. There are still other ways of advertising. There are window displays, display on telephone directories, transit sign on buses, lamp posters, banners etc advertising through electronic media has been perhaps the most popular medium. Advertising, as an effective medium, uses a variety of techniques to create effective advertisements. A basic appeal is at the heart of advertising. Slogans and product characters are created to catch the attention of the viewers. Most winning advertisements would encompass factual information with emotional appeal. The advertising industry has three major sectors. Business or Organizations which wishes to advertise Media which provides medium for advertising Ad-agency which creates the ad to suit the need of the firm.

Project report on Customer Preference and Buying Behavior towards Edible oil

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Project report on Customer Preference and Buying Behavior towards Edible oil

Scenario in India
TV advertising (especially in Hindi language) has made major head way in the past 10 years, especially with the advent of satellite tv. TV channels- such as Zee TV, Sony TV have fashioned themselves on line of western channels, and most advertising on such channels is glitzy, smart and tailored for the middle classes. Such channels have forced the state owned channels, Doordarshan, to add spice to their programs which earlier were quiet drab. The importance of Hindi speaking market (which is also fluent in English) is borne out from the fact that Star TV, once an all English channel, is now rich in Hindi programs. Even the BBC is reportedly toying with the idea of airing Hindi programs. Most major international firms have chosen local Indian partners for their work in this market. Mumbai remains the center of the advertising business in India. India has a diverse and growing number of daily newspapers. Since 1991, the increase of business and financial news report in English language and vernacular dailies has paralleled the economic reform programs and the movements of the stock markets. Most leading publications have their circulation audited by the Audit Bureau of Circulation which has an India dedicated office in Mumbai.

In addition to advertising, other kinds of trade promotion activities are also well developed in India. A large of exhibitions is held all over India, the most prominent ones at Pragati Maidan in New Delhi. Conferences and seminars are also wide spread.

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Project report on Customer Preference and Buying Behavior towards Edible oil

Profile of Major Advertising Mediums

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Medium Newspapers

Project report on Customer Preference and Buying Behavior towards Edible oil

Advantages

Limitations

Flexibility, timeliness, good Short life, poor reproduction, quality. local market coverage, broad acceptance

Television

Combines sight, sound and motion, appealing to the senses, high attention.

High absolute cost, high clutter, fleeting exposure

Direct Mail

Audience selectivity, flexibility, no ad competition with same medium Mass use, high geographical and demographic selectivity

Relatively high cost, junk mail image

Radio

Audio presentation only, lower attention than television, fleeting exposure Long and purchase lead time, some waste circulation.

Magazines

High geographical and demographic selectivity, credibility, and prestige.

Outdoor Brouchers

Flexibility, high repeat exposure, low cost Flexibility, full control

Limited audience selectivity, creative limitation Overproduction could lead to run away costs

Advertising Agency
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Getting the best out of advertising is a highly skilled job. It requires the inputs of experts in many different fields like writers, artist, photographers, designers, production crew and many others. Even the biggest advertisers cannot afford to employ all these experts. Almost all advertising is therefore arranged through an advertising agency which provides the necessary skill to turn the message into memorable and effective advertisement. Advertising has not only come to reflect pop culture but has also become an important element of economic growth. Today, every person who is connected with the Indian economy should be fully aware what advertising really is and how effective campaigns can be performed by full service advertising agencies. Advertising agency is one of the most important components of advertising industry. It has played a significant role in development of modern advertising. Advertising agency has evolved to provide the specialized knowledge, skills and experience needed to produce effective advertising campaign. It provides a quality range of service greater than any single advertiser could afford or would need to employ. An advertising agency is a firm that specializes in the creation, design and placement of advertisements, and in the planning and execution of promotional campaigns for product and services of their clients. We can define advertising agency as, An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services. An advertising agency is service business dedicated to creating, planning and handling advertising for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the clients products and service. An agency can also handle overall marketing and branding strategies and sales promotion for its clients. Typical ad agency clients include businesses and corporations, non profit organization and government agencies. Agencies may be hired to produce single ads or more commonly on going series of related ads called an advertising campaign.
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Project report on Customer Preference and Buying Behavior towards Edible oil

Project report on Customer Preference and Buying Behavior towards Edible oil

Company Profile
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Name: One Advertising and Communications Services Ltd

Project report on Customer Preference and Buying Behavior towards Edible oil

One advertising & communications ltd is located at three different places as shown below Corporate Office: 501, Avdesh House S.G. Highway, Opp. Gurudwara Ahmedabad: 380054, India Branch Office: 202 Shreeji Avenue Opp. New India Mill Jetalpur Road, Alkapuri Baroda-390005, India Gala No.33, Madhu Industrial Estate P.B. Marg Worli Mumbai: 400 013

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This company is performing activities like know perception of peoples for particular brand or product and knowledge about the brand or product. On the basis of that they are doing advertisement through media, television, hoardings etc. For performing this activities there are different departments are there. First of all there are marketing department. They are directly contact with the client and accordingly them marketing department performing activities though copy and right department. They are preparing final advertisement scheme or promotional scheme.

Project report on Customer Preference and Buying Behavior towards Edible oil

Company Vision
'To provide total communication solutions to brand.'

A creative resource pool to clients and advertising to the consumer in a way never heard, read or seen before

Company mission

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Project report on Customer Preference and Buying Behavior towards Edible oil

To provide total communications solutions for the brand.. ... at the Right Place, at the Right Time, at the Right Price

Company Approach
Business is just the survival of the fittest and who knows it better than us ? We believe in giving the best in all our deliverables A simple pre-briefing, a brainstorming session or a massive media planning exercise

Company Growth

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Right people, right practices, right place and growth are integral to ONE In just four years, we've gone from a modest one client to an enviable client list that includes industrial giants Together, we have created a synergy of growth that in one word reads PHENOMENAL

Company Talent

'To encourage talent is to create it'- is the ONE policy We have recruited people with the right attitude and extraordinary talent From designing a press campaign or media buying, we have a team blessed with experience, dynamism and skills

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Project report on Customer Preference and Buying Behavior towards Edible oil

Company Process

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Companys Client

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Project report on Customer Preference and Buying Behavior towards Edible oil

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Project report on Customer Preference and Buying Behavior towards Edible oil

Chapter 2: Study of Industry

The Indian vegetable oil economy is the worlds fourth largest after the US, China and Brazil, harvesting about 25 million tons of oilseeds against the world. Since 1995, Indian share in world production of oilseeds has been around 10 percent. Although, India is a major producer of oilseeds, per capita oil consumption in India is only 10.6 kg/annum which is low compared to 12.5 kg/annum in China, 20.8 kg/annum in Japan, 21.3 kg/annum in Brazil and 48.0 kg/annum in USA. Vegetable oil consumption has increased following a rise in household incomes and consumer demand. India imports half of its edible oil requirement, making it the worlds third-largest importer of edible oil. The country buys soya oil from Argentina & Brazil and palm oil from Malaysia & Indonesia. Currently, India accounts for 11.2 per cent of vegetable oil import and 9.3 per cent of edible oil consumption.

India has a wide range of oilseeds crops grown in its different agro climatic zones. Groundnut, mustard/rapeseed, sesame, safflower, linseed, nigerseed / castorseed are the major traditionally cultivated oilseeds. Soyabean and sunflower have also assumed importance in recent years. Groundnut, soyabean and mustard together contribute about 85 percent of the countrys oilseeds production. Coconut is most important amongst the plantation crops. Efforts are being made to grow oil palm in Andhra Pradesh, Karnataka, Tamil Nadu in addition to Kerala and Andaman & Nicobar Islands. Among the non-conventional oils, ricebran oil and cottonseed oil are the most important. In addition, oilseeds of tree and forest origin, which grow mostly in tribal inhabited areas, are also a significant source of oils.

Until 2002, the olive oil sector in India was predominantly unorganised. The olive oil industry in India is small and largely people use it more for cosmetic purposes than for cooking. Today Indians are moving to better cooking mediums like Olive
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oil for health and wellness reasons. Olive Oil has always been placed

Project report on Customer Preference and Buying Behavior towards Edible oil

somewhere between food and medicine and the biggest challenge is to educate Indian consumers on the benefits of olive oil as a cooking medium. Today, the domestic olive oil consumption is seen rising 25% annually.

Key Market Players and Brands:

Major Market players: Edible Oils: ational Dairy Development Board (Anand) N ITC Agro-Tech (Secunderabad) Marico Industries (Mumbai) Ahmed Mills (Mumbai) Vanaspathi: Hindustan Lever (Mumbai) Wipro (Bangalore) Rasoi (Calcutta) Avi Industries (Mumbai)

Oil brands: Sundrop Dhara Saffola Sweekar Postman Vanaspathi brands: Dalda Rath

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Project report on Customer Preference and Buying Behavior towards Edible oil

Consumption Pattern of Edible Oils in India India is a vast country and inhabitants of several of its regions have developed specific preference for certain 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/rapeseed oil. Likewise several pockets in the South have a preference for coconut and sesame oil. Inhabitants of northern plain are basically hard fat consumers and therefore, prefer Vanaspati, a term used to denote a partially hydrogenated edible oil mixture. Vanaspati has an important role in our edible oil economy. Its production is about 1.2 million tonnes annually. It has around 10% share of the edible oil market. It has the ability to absorb a heterogeneous variety of oils, which do not generally find direct marketing opportunities because of consumers preference for traditional oils such as groundnut oil, mustard oil, sesame oil etc. For example, newer oils like soyabean, sunflower, ricebran and cottonseed and oils from oilseeds of tree and forest origin had found their way to the edible pool largely through vanaspati route. Of late, things have changed. Through technological means such as refining, bleaching and de-odouraisation, all oils have been rendered practically colourless, odourless and tasteless and, therefore, have become easily interchangeable in the kitchen. Newer oils which were not known before have entered the kitchen, like those of cottonseed, sunflower, palm oil or its liquid fraction (palmolein), soyabean and ricebran. These tend to have a strong and distinctive taste preferred by most traditional customers. The share of raw oil, refined oil and vanaspati in the total edible oil market is estimated at 35%, 55% and 10% respectively. Major Features of Edible Oil Economy There are two major features, which have very significantly contributed to the development of this sector. One was the setting up of the Technology Mission on Oilseeds in 1986. This gave a thrust to Government's efforts for augmenting the production of oilseeds. This is evident by the very impressive increase in the production of oilseeds from about 11.3 million tonnes in 1986-87 to 24.8 million tonnes in 1998-99. There was some setback in 1999-2000 because of the un-seasonal rain followed by inclement weather. The production of oilseeds declined to 20.7 million tonnes in 1999-2000. However, the oilseeds production went up to 27.98 million tones in 2005-06 and was 24.29 million tonnes during 2006-07 oil year. As per the 3rd advance estimate by Ministry of Agriculture dated 22.4.08 the production of nine major oilseeds is estimated to be about 28.21 million tonnes during 2007-08. The other dominant feature which has had significant impact on the present status of edible oilseeds/oil industry has been the programme of liberalisation under which the Government's economic policy allowing greater freedom to the open market and encourages healthy competition and self regulation rather than protection and control. Controls and regulations have been relaxed resulting in a highly competitive market dominated by both domestic and multinational players.

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Project report on Customer Preference and Buying Behavior towards Edible oil

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Project report on Customer Preference and Buying Behavior towards Edible oil

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Project report on Customer Preference and Buying Behavior towards Edible oil

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Project report on Customer Preference and Buying Behavior towards Edible oil

Chapter 3: Research Objective/Research Problem Research Objective

To know the marketing feasibility and advertisement strategy for the edible oil brands. To know the consumer preference about edible oil. To study the consumers perception and opinion for the product. To know which criteria consumers follow before they purchase oil.
Qualitative and Quantitative analysis of the purchasing behavior of the people.

Research problem
To find out the consumers awareness and perception about edible oil. To understand the factor behind consumer preference for such product.

Statement of the problem

Problem definition is the foundation of any market research programe. Without knowing the problem area any research cannot be started. Problems are framed in questions about relationship that can be tested. Consumer and consumers purchasing behavior are the focus of marketing, unlike selling where a product, production, or sales orientation exists. Hence, it is imperative for a marketer to thoroughly understand the consumers, to be a successful marketer. An Indian consumer is quite different from consumers elsewhere, but the diversity present within India is more compared to consumers elsewhere.

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Project report on Customer Preference and Buying Behavior towards Edible oil

Every Indian market is a fast developing market so there is always a fierce competition in an industry. The skewness that exist in incomes, languages, culture, sub-culture makes it a Herculean task to typify an Indian consumer. Similarly, it is very difficult for an edible oil company to make its customers a loyal consumer of its brand.

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Project report on Customer Preference and Buying Behavior towards Edible oil

Chapter 4: Research Methodology

DEFINING THE PROBLEM AND RESEARCH OBJECTIVE

DEVELOP THE RESEARCH PLAN

COLLECTING THE INFORMATION

ANALYZING THE INFORMATION

PRESENTING THE FINDINGS

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Project report on Customer Preference and Buying Behavior towards Edible oil

Research Design
The Research design is a component of the research plan where various types of research is planned. Based on cost benefit and risk involved, the types of research design is chosen which would give solution to the marketing problem at hand. The design of research study is base on the purposed of the study; if descriptive information is needed, then a quantitative study is likely to be undertaken; if the purpose is to get new ideas, then a qualitative study may in order. I have opted for Quantitative research design

Quantitative research design:

This design includes the method for collecting the data, the sample design and the construction of data collection instrument.

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Project report on Customer Preference and Buying Behavior towards Edible oil

Data collection method

For the collection of data regarding to edible oil we went at the retailers shop and dealers shop, different malls etc. and there we asked relative questions and gathered information like how many brands oil they have, does any brand gives any gift to customer with that oil pack. Like tirupati gives one tooth brush with the oil can, saffola gives 1 liter of oil free with 55 liter purchase. We also asked question that does company provide any poster to retailers to promote brand or increase awareness among the people. Other questions like, Which brand oil sold most at that shop. Which oil people prefer most.& why.?

There are three basic ways to collect primary data in quantitative research, by observing behavior, by experimentation or by survey.

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We have selected the survey method by preparing a questionnaire and then randomly selecting 150 people to fill the questionnaire. My data collection instrument i.e. questionnaire was close ended type.

Project report on Customer Preference and Buying Behavior towards Edible oil

Source of Data
The research plan calls for gathering secondary data, primary data, or both. Secondary data consists of information that already exists somewhere, having been collected for another purpose. Otherwise the researcher has to gather primary data, which consists of original information for the specific purpose at hand.

Primary Data:
The primary data used for my study are questionnaires- containing questions regarding the consumers perception about the brands of edible oil.

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Project report on Customer Preference and Buying Behavior towards Edible oil

Sampling Procedure
An integral component of the research design is the sampling plan. Specifically, it addresses three questions; Whom to survey (The sampling unit) How many to survey (The sampling size) How to select them? (The sampling procedure)

1. The Sampling Unit:

The population for the present studied is defined as All the buyers from various areas of gandhinagar and ahmedabad cities.

Element: Buyers, Consumers Time: At present 2. Sample Size: The sample size of the research is 150 people which consists of surveying
people, housewives etc.

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3. Sampling Procedure: I have selected the non probability sampling method for my survey.
Under it I have gone for convenience sampling. Here I have selected the most accessible population members from which to obtain information.

Project report on Customer Preference and Buying Behavior towards Edible oil

Scope of Study
The research is limited to Ahmedabad and Gandhinagar city The time allotted for preparing the report is 30 days The objective is to know the purchasing behavior & different criterion consider at the time purchasing the edible oil.

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Project report on Customer Preference and Buying Behavior towards Edible oil

Questionnaire
1. Which type of oil do you use? Ground nut Vegetable Mustard Castor Coconut Sunflower Cottonseed Blended Corn oil Soya bean oil
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 Olive Oil Reason:

Project report on Customer Preference and Buying Behavior towards Edible oil

___________________________________________________________________________ _____________________________________________________

2. Which brand edible oil do you use? Brand Name: _______________ Reason: ______________________________________________________

3. Which brand are you aware of? 1.__________ 2.__________ 3.___________

4. Which brand are you aware of from the following brands? Saffola Sundrop Sweekar

Tirupati

Vimal

Raj Moti

Fortune

Gulab

Sunpride

Dhara

Tirupati Active

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Project report on Customer Preference and Buying Behavior towards Edible oil

5. On what basis do you select oil? Quality Availability Freshness Price Health Taste Offers

6. Would you like to get any offers/free gifts on purchase of oil? Yes: Cash Discount: No: Free Gift:

7. What type of packaging do you prefer? Tin Bottle Jar Pouch Are you aware of the Tap Packing Jar: ____________________________

8. How often do you purchase oil? Frequency Amount/per 5kg

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Who

makes

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purchase decision

Project report on Customer Preference and Buying Behavior towards Edible oil

9. Are you satisfied with oil that you are using? Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

10. What are the reasons to stick to the oil that you are using? Dont like changes Satisfied with the product Any other: _________________________________

11. What change would you like in the oil that you are using? Quality
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 Price Taste Packing

Project report on Customer Preference and Buying Behavior towards Edible oil

Any Other: ____________________ No Change

12. Are you interested to change your oil? Yes: No:

13. Which companys oil would you like to buy if you wanted to switch over?

Brand Name: ____________

14. Have you seen any advertisement of any edible oil company? Yes: No: Can you recall the message: ____________________ Which: ______________ Where: _________

Chapter 5: Data Analysis & Interpretation

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Project report on Customer Preference and Buying Behavior towards Edible oil

1) Which type of oil people use? Objective of Question: By questioning we were able to know the percentage of different
types of oil people use regularly.

Types of Oil Groundnut Vegetable Mustard Castor Coconut Sunflower Cottonseed Blended Corn Soya bean Total

Number of People Using it 67 1 5 3 1 28 28 5 6 6 150

Percentage (%) 44 0.67 16.67 2 0.67 18.67 18.67 16.67 4 4 100

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Project report on Customer Preference and Buying Behavior towards Edible oil

Description of Chart:
As you can see in the chart groundnut oil is mostly used by people.

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Project report on Customer Preference and Buying Behavior towards Edible oil

2) Which brand oil people use regularly? Objective of Question: By questioning we were able to know the percentage of different
types of brands of oil people use regularly.

Name of Brand Ankur Saffola Tirupati Dhara Fortune Rajmoti Sundrop Gulab Others Total

Number of people using it 49 10 19 5 9 6 13 25 14 150

Percentage (%) 32.67 6.67 12.67 3.33 6 4 8.67 16.67 9.33 100

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Project report on Customer Preference and Buying Behavior towards Edible oil

Description of Chart: As you can see in the chart Ankur is mostly used brand of oil.

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Project report on Customer Preference and Buying Behavior towards Edible oil

3) Which brands are you aware of? Objective of Question: By this question we able to know that how many number of
respondents are aware about different brands. Brand Saffola Ankur Sundrop Sweekar Tirupati Vimal Raj moti Fortune Gulab Sunpride Dhara Tirupate active Out of Number of people 136 130 118 63 138 120 102 122 135 38 120 32 150

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Project report on Customer Preference and Buying Behavior towards Edible oil

Description of Chart: From the chart we can see that most of people are aware about the oil
brands which advertise more.

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Project report on Customer Preference and Buying Behavior towards Edible oil

4) On what basis do people select oil? Objective of Question: To find out most attractive parameters the consumer prefer at the
time of purchasing Parameters Quality Price Taste Availability Health Offers Freshness Total No of people 30 24 28 18 28 4 18 150 Percentage (%) 20 16 18.67 12 18.67 2.66 12 100

Description of Chart: As per the chart consumer give their highest preference to quality
while selecting the edible oil

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5) Would you like to get any free gift or discount?

Project report on Customer Preference and Buying Behavior towards Edible oil

Objective of Question: To find whether people give preference to the offers/schemes while
purchasing oil?

Answer Yes Cash Discount Free Gift No Total

Number 116 79 37 34 150

Percentage (%) 77.73

22.27 100

Description of Chart: As per the opinion of the respondents 77.73% people prefer offers
while purchasing the edible oil.

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6) What type of packaging do people prefer?

Project report on Customer Preference and Buying Behavior towards Edible oil

Objective of Question: To find out which type of packaging is mostly preferred by people.

Type of Pack Tin Bottle Jar Pouch Total

No of People 99 22 25 4 150

Percentage (%) 66 14.67 16.67 2.67 100

Description of Chart: From the above chart we can see that people mostly prefer tin type
packaging.

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7) Are you aware of tap packaging jar?

Answer Yes No Total No of people 66 84 150

Project report on Customer Preference and Buying Behavior towards Edible oil

Percentage (%) 44 56 100

Description of Chart: From chart we can say that only 44 % people are aware about the tap
type packaging jar

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8) Are you satisfied with oil that you are using?

Project report on Customer Preference and Buying Behavior towards Edible oil

Objective of Question: To find out the level of satisfaction amongst the respondents

Level of Satisfaction Highly Satisfied Satisfied Neutral Total

No of People 26 120 4 150

Percentage (%) 17.33 80 2.67 100

Description of Chart: From chart we can say that about 80% of people are satisfied with the
oil that they are using.

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9) What change would you like in the oil that you are using?
Parameter Quality Price Taste Packing Any other change No change Total No of People 15 70 09 13 02 41 150

Project report on Customer Preference and Buying Behavior towards Edible oil

Percentage (%) 10 46.67 6 8.67 1.33 27.33 100

Percent
10 27.33 Quality Price Taste 1.33 Packing 8.67 6 46.67 Any other Change No change

Description of Chart: From chart we can say that 46.67% people prefer the change in the
price in the oil that they are using

10) Are you interested to change your oil?

Answer No of People Percentage (%)
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Yes No Total

Project report on Customer Preference and Buying Behavior towards Edible oil

20 130 150

13.33 86.67 100

Description of Chart: We can say that around 89% people are not interested to change their
current oil and they are satisfied with oil that they are using.

11) Which brand oil would you like to buy if you wanted to switch over?
Brand Saffola No of people 32 Percentage (%) 21.33
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L.J. INSTITUTE OF ENGINEERING 7 TECHNOLOGY, AHMEDABAD

Sundrop Gulab Ankur Fortune Tirupati Dhara Rajmoti Others Total

Project report on Customer Preference and Buying Behavior towards Edible oil

12 31 13 10 18 16 10 08 150

8 20.67 8.67 6.67 12 10.67 6.67 5.33 100

12) Have you seen any advertisement of any edible oil brand? Objective of Question: To find out the awareness, reach and impact of the advertisement
amongst the respondents.

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Response Yes No Total

Project report on Customer Preference and Buying Behavior towards Edible oil

No of People

110 40 150

Percentage (%) 73.33 26.67 100

Description of Chart: From chart we can say that 73.33% people have seen the
advertisement of any oil brand.

Brand Saffola Dhara Tirupati Fortune Sundrop Ankur Gulab Rajmoti

Television 44 23 2 4 8 1 1 1

Newspaper 0 0 3 0 0 4 1 0

Hoardings 1 0 12 0 0 1 1 1
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L.J. INSTITUTE OF ENGINEERING 7 TECHNOLOGY, AHMEDABAD

Vimal Total

Project report on Customer Preference and Buying Behavior towards Edible oil

2 86

0 8

0 16

Chapter 6: Conclusions & Recommendations Conclusions:

From this project we can conclude that Groundnut is the most preferred type of edible oil. Ankur is most preferred brand of edible oil.

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 People are mostly aware about the brands which are advertised on television, radio, hoardings, newspapers etc Most of respondents give their first priority to the quality of edible oil while purchasing edible oil Respondents mostly prefer oil that are accompanied with some type of offers/ schemes Respondents mostly prefer tin type of packaging Around 80% of respondents are satisfied with the oil that they are using.
Around 73% of respondents are aware about the advertisements of any edible oil

Project report on Customer Preference and Buying Behavior towards Edible oil

brands.

Chapter 7: Limitations of Study

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Geographical Limitation: We have done this project only within Ahmedabad and
Gandhinagar.

Project report on Customer Preference and Buying Behavior towards Edible oil

Time Constraint: To do this project we had the time of one month only, so it was not possible
for us to cover all aspects regarding the edible oil industry.

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Project report on Customer Preference and Buying Behavior towards Edible oil

Chapter 8: Notes & References

Websites: www.google.com
www.scribd.com www.oneadvt.com

Books: Philip Koteler & Kevin Lane Keller(2005) , Conducting Market Research &
Forecasting Demand, Marketing Management ,Prentice Hall India, 12th Edition, Pg No.103115

Visits: Retailer Shops

Whole Sellers Shops Super Markets & Malls

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Project report on Customer Preference and Buying Behavior towards Edible oil

Chapter 9: Annexures Annexure 1:

Questionnaire 1. Which type of oil do you use? Ground nut Vegetable Mustard Castor Coconut Sunflower Cottonseed Blended Corn oil Soya bean oil Olive Oil Reason: ___________________________________________________________________________ _____________________________________________________

2. Which brand edible oil do you use? Brand Name: _______________ Reason: ______________________________________________________
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Project report on Customer Preference and Buying Behavior towards Edible oil

3. Which brand are you aware of? 1.__________ 2.__________ 3.___________

4. Which brand are you aware of from the following brands? Saffola Sundrop Sweekar

Tirupati

Vimal

Raj Moti

Fortune

Gulab

Sunpride

Dhara

Tirupati Active

5. On what basis do you select oil?

Quality Availability Freshness

Price Health

Taste Offers

6. Would you like to get any offers/free gifts on purchase of oil?

Yes:
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Cash Discount: No:

Project report on Customer Preference and Buying Behavior towards Edible oil

Free Gift:

7. What type of packaging do you prefer? Tin Bottle Jar Pouch Are you aware of the Tap Packing Jar: ____________________________
8. How often do you purchase oil?

Frequency Amount/per 5kg Who makes

purchase decision

9. Are you satisfied with oil that you are using? Highly Satisfied Satisfied Neutral
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 Dissatisfied

Project report on Customer Preference and Buying Behavior towards Edible oil

Highly Dissatisfied

10. What are the reasons to stick to the oil that you are using?

Dont like changes Satisfied with the product Any other: _________________________________

11. What change would you like in the oil that you are using? Quality Price Taste Packing Any Other: ____________________ No Change

12. Are you interested to change your oil? Yes: No:

13. Which companys oil would you like to buy if you wanted to switch over? Brand Name: ____________
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Project report on Customer Preference and Buying Behavior towards Edible oil

14. Have you seen any advertisement of any edible oil company?

Yes: No:

Which: ______________

Where: _________

Can you recall the message: ____________________

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