A PRAGMATIC STUDY

ON THE

BUYERS OF EDIBLE OIL

PREFERENCE TOWARDS BUYING BEHAVIOUR OF CONSUMERS

PROJECT REPORT
in partial fulfillment of the requirements leading to the award of the

Degree of

MBA

EXECUTIVE SUMMARY

The study conducted is about the estimation of the factors affecting the house hold demand for edible oil. The research was basicall y aimed at collection of primary data with the help of questionnaires with a direct interaction with the consumers. The questionnaire was aimed at the anal ysis of various variables that affect the buying decision of edible oil. The sample size was 200 respondents living in diverse backgrounds with different income segments and usage. Chi square testing was used to anal yze the data and co me to conclusions regarding the choice for and demand of edible oil.

CHAPTER 1 INTRODUCTION

1.1CONSUMER BEHAVIOR Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individuall y and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as famil y, friends, reference groups, and societ y in general. The aim of the project is to study the behavior of consumers or buying decision involved in purchasing edible oil.

1.2EDIBLE OIL AND TYPES Cooking oil is purified fat of plant origin, which is usuall y liquid at room temperature (saturated oils such as coconut and palm are more solid at room temperature than other oils). Some of the many different kinds of edible vegetable oils include: olive oil, palm oil, soybean oil, canola oil, pumpkin seed oil, corn oil , sunflower oil, safflower oil, peanut oil, grape seed oil, sesame oil, argan oil and rice bran oil. Many other kinds of vegetable oils are also used for cooking.

1.3OVERVIEW

BACKGROUND

India - one of worlds leading producers of oil seeds (9.3 %) and oil Technology Mission on oilseeds set up in 1996 Oilseeds have support price mechanisms India - second largest importer of edible oils (2 million MT) Vanaspathi - a substitute for ghee, formed by hydroge nation of crude vegetable oil.

Free pricing in vanaspathi since 1989; delicensed in 1992 Oil season - November to October MAJOR PLAYERS

Edible Oils National Dairy Development Board (Anand) ITC Agro-Tech (Secunderabad) Marico Industries (Mumbai) Ahmed Mills (Mumbai)

Vanaspathi Hindustan Lever (Mumbai) Wipro (Bangalore) Rasoi (Calcutta) Avi Industries (Mumbai)

MARKET

Industry Structure Highl y fragmented industry Over 600 oil extraction units, 166 vanaspathi manufacturing units onl y 10 edible oil units and 8 vanaspathi units have national reach Over 50 % of the units sick or underutilized due to surplus capacit y Major oil brands Sundrop, Saffola, Dhara, Sweekar, Postman Vanaspathi brands Dalda, Rath

Market Size Edible oils and vanaspathi markets - 9.6 million MT Oils market growing at 8.7 % CAGR Vanaspathi market stagnating at around 1 million MT

1.4 OIL SCENARIO (i) Importance of Edible Oils in the Countrys Economy Oilseeds and edible oils are two of the most sensitive essential commodities. India is one of the largest producers of oilseeds in the world and this sector occupies an important position in the agricultural econom y and accounting for the estimated product ion of 28.21 million tons of nine cultivated oilseeds during the year 2007 -08. India contributes about 6 -7% of the world oilseeds production. Export of oil meals, oilseeds and minor oils has increased from 5.06 million tons in the financial year 2005 -06 to 7.3 million tons in the financial year 2006 -07. In terms of value, realization has gone up from Rs. 5514 cores to Rs.7997 cores. India accounted for about 6.4% of world oil meal export.

(ii) Types of Oils commonly in use in India India is fortunate in having a wide range of oilseeds crops grown in its different agro climatic zon es. Groundnut, mustard/rapeseed, sesame,

safflower, linseed, nigerseed/castor are the major traditionall y cultivated oilseeds. Soybean and sunflower have also assumed importance in recent years. Coconut is most important amongst the plantation crops. Effor ts 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, rice bran oil and cottonseed oil are the most important. In addition, oilseeds of tree and for est origin, which grow mostl y in tribal inhabited areas, are also a significant source of oils. Figures pertaining to estimated production of major cultivated oilseeds, availabilit y of edible oils from all domestic sources and consumption of edible oils (f rom Domestic and Import Sources) during the last few years are as under: Oil Year (Nov. Oct.) 2000-2001 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007 2007-2008 184.40 206.63 148.39 251.86 243.54 279.79 242.89 297.55 Production of Net availabilit y of edible Oilseeds oils from all domestic sources 54.99 61.46 46.64 71.40 72.47 83.16 73.70 86.54 Consumption of Edible Oils (from domestic and import sources) 96.76 104.68 90.29 124.30 117.89 126.04 115.87 142.62

(In Lakhs Tonne)

(iii) 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 d epending 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 basicall y hard fat consumers and therefore, prefer Vanaspati, a term used to denote a partiall y hydrogenated edible oil mixture. Vanaspati has an important role in our edible oil economy. Its production is about 1.2 million tons annuall y. It has around 10% share of the edible oil market. It has the abilit y to absorb a heterogeneous variet y of oils, which do not generall y find direct marketing opportunities because of consumers preference for traditional oils such as ground nut oil, mustard oil, sesame oil etc. For example, newer oils like soyabean, sunflower, rice bran and cottonseed and oils from oilseeds of tree and forest origin had found their way to the edible pool largel y through vanaspati route. Of late, things have c hanged. Through technological means such as refining, bleaching and de -odouraisation, all oils have been rendered practicall y colorless, odorless and tasteless and, therefore, have become easil y 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 rice bran. 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% respectivel y.

CHAPTER 2

LITERATURE REVIEW

Marketing problems of edible oil industry in the state of Tamil Nadu Dinesh babu S, Professor, JJ college of engineering and technology, Tiruchirappali, Venkateshwaran P.S, Lecturer, PSNA college of engineering and technology, Indigo. The research is about the problems faced by edible oil industry in the marketing sector, in the state of Tamil Nadu. The authors focus onl y on the aspects of marketing problems in the edible oil market. The author has used a descriptive method for obtaining data from the respondents (owners), by asking variety of questions. The data related to marketing of edible oils were collected through interview schedules. The total oil manufacturers in southern district of Tamil Nadu are 732 units; the author has selected 366 units as a sample size for the study. Authors - Suggestions and recommendations The owners of edible oil units should be trained to get more marketing knowledge to market their products. The small units are unable to compete with large units because of their week financial strength, so they should form clusters of small units to produce high qualit y oil. All manufacturing units should sell their products in attractive packets. The owners are advised to boost their sales through many promotional and advertising techniques. The important marketing problems in the edible oil market are finance, customers, competitors and intermediaries, the owner cannot avoid them but they can manage them with the help of application of scientific principles of management.

Chapter 3

METHODOLOGY

Research methodology is a way to systematicall y solve the research problem. It deals with the various steps that are generall y adopted by a researcher in studying the research problem along with the logic behind them.

3.1 RESEARCH DESIGN A research design is the arrangement of conditions for collection and anal ysis data in a manner that aim s to combine relevance to the research purpose with econom y in procedure. The t ype of research design selected for this study is Descriptive in nature. A descriptive research uses a set of scientific methods and procedure to collect raw data structures tha t describe the existing characteristics of a defined target population of a market structure. The data and information generated through this descriptive design can provide the decision makers with evidence that can leave to course of action. 3.2 NATURE AND SCOPE OF THE STUDY The study was conducted to estimate the demand for edible oil within a population. It was basicall y a primary collection of data with the help of a questionnaire. It is a simple and easil y categorized way to gather informatio n directl y from customers. For optimal success, the questionnaire was distributed to a s ystematic random sampling of your target audience, as opposed to a general audience. For the anal ysis of the data a chi -square test was conducted. A chi-square test (also chi squared test or 2 test) is any statistical hypothesis test in which the sampling distribution of the test statistic is a chi-square
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distribution when

the null

hypothesis is

true,

or

any

in

which

this

is as ymptoticall y true, meaning that the sampling distribution (if the null hypothesis is true) can be made to approximate a chi -square distribution as closel y as desired by making the sample size large enough.

3.3 AREA OF THE STUDY The area selected for the study of buying behavior of consumers for a product (edible oil) is Dehradun cit y. 3.4 SOURCES OF DATA The sources of data are primary in nature. For the purpose of collection of data, a questionnaire is prepared. Data collection is the process of obtaining information fr om the respondents. It can be obtained from primary or secondary sources. Primary data are the data obtained firth stand by the researcher. Here the data is collected through primary sources. The method used for collecting data is through a structured ques tionnaire that is personall y administered. The researcher has personall y met the population consuming edible oil. By personall y administering the questionnaire the researcher could collect all responses within a short period of time and the doubts of the respondents are clarified on the spot. 3.5 SAMPLING PROCEDURE AND SIZE Sample size refers to the number of items to be selected from the respondents to constitute a sample. This acts as a representative to the whole respondents where the results and suggestions are derived from anal yzing representative samples.

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On the basis of reliabilit y and accessibility, sample size was arrived at 120 for the study. The sampling unit was concentrated on customers who are consuming edible oil. 3.6 STATISTICAL TOOL USED The following statistical tools are used in the study for the anal ysis and interpretation of data. Pie chart Bar chart

3.7 CHI SQUARE TEST Pearson's chi -square ( 2 , pronounced k-square) test is the best-known of several chi-square tests statistical procedures whose results are evaluated by reference to the chi-square distribution . Its properties were first investigated by Karl Pearson in 1900. In contexts where it is important to make a distinction between the test statistic and its distribution, names similar to Pearson squared test or statistic are used. It tests a null hypothesis stating that the frequency distribution of certain events observed in a sample is consistent with a particular theoretical distribution. The events considered must be mutuall y exclusive and have total probabilit y 1. A common case for this is where the even ts each cover an outcome of a categorical variable. A simple example is the hypothesis that an ordinary six -sided die is "fair", i.e., all six outcomes are equall y likel y to occur. Pearson's chi -square is used to assess two t ypes of comparison: tests of goodness of fit and tests of independence.

A test of goodness of fit establishes whether or not an observed frequency distribution differs from a theoretical distribution.

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A test of independence assesses whether paired observations on two variables, expressed in a contingency table, are independent of each other for example, whether people from different regio ns differ in the frequency with which they report that they support a political candidate.

The first step in the chi -square test is to calculate the chi -square statistic. In order to avoid ambiguit y, the value of the test -statistic is denoted by 2 rather than 2 (i.e. uppercase chi instead of lowercase); this also serves as a reminder that the distribution of the test statistic is not exactl y that of a chi -square random variable. However some authors do use the 2 notation for the test statistic. An exact test which does not rel y on using the approximate 2 distribution is Fisher's exact test : this is significantl y more accurate in evaluating the significance level of the test, especiall y with small numbers of observation. The chi-square statistic is calculated by findin g the difference between each observed and theoretical frequency for each possible outcome, squaring them, dividing each by the theoretical frequency, and taking the sum of the results. A second important part of determining the test statistic is to define the degrees of freedom of the test: this is essentiall y the number of observed frequencies adjusted for the effect of using some of those observations to define the "theoretical frequencies". The value of the test-statistic is

Where 2 = Pearson's cumulative test statistic, which asymptotically approaches a 2 distribution. O i = an observed frequency;
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E i = an expected (theoretical) frequency, asserted by the null hypothesis; n = the number of cells in the table. Based on the chi square concept, researcher has done the following testing Testing for the independency between brands and brand factors Testing for the independency between income level and expenditure on oil Testing for the independency between brand an d sources from where customers know about the brand Testing for the independency between education level and brand preference

3.8 LIMITATIONS OF THE STUDY

The research may be biased on the part of researcher and customers. Time at the disposal research was limited. Sample size is restricted to 120

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CHAPTER 4 ANALYSIS AND INTERPRETATION

The term anal ysis refers the examination and evaluation of the relevant information to select the best course of action from among various alternatives . It also means an investigation of the component parts of a whole and their relations in making up the whole. In the process of anal ysis, relationships or differences supporting or conflicting with original with what validit y data can be said to indicate any conclus ions. Analysis of data in general way involves a number of closel y related operations which are performed with the purpose of summarizing the collected data and organizing there in such a manner that they answer the research questions. The objectives of t he study on the basic of which anal ysis and interpretation are done are as follows: 4.1 4.2 To know the economic profiles of the people buying edible oil. To know the choice of brand of edible oil with respect to the income

groups. 4.3 To know relationship between the various modes of advertizing and

brands chosen. 4.4 4.5 To know the relationship between the famil y size and oil consumption. To know factors influencing the buying decision such as taste, price,

and health factors 4.6 To measure the consumer satisfaction towards the brand presentl y

consumed. 4.7 Factors affecting consumer preferences.

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4.8 Purchasing patterns and frequency. 4.9 Spending patterns and the quantit y of oil consumption. 4.10 Buying decisions for edible oil.

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4.1 TO KNOW THE ECONOMIC PROFILE OF THE PEOPLE BUYING EDIBLE OIL. TABLE I 3.1.1 AGE GROUP OF BUYERS

Age Limits

Number of People

Percent

Less than 30 30 40 40 50 More than 50 TOTAL

44 35 20 20 120

37 29 17 17 100

The above table shows that the age group of the buyers, 37% of them was less than 30 years, 29% of them were between 30 40 years, 17% of them were between age group of 40 50 and more than 50 years. The majorit y of the respondents are belonged to the age gr oup less than 30 (37%).

Age
Less than 30 30 - 40

17% 37% 17%

40 - 50
29% More than 50

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TABLE II 4.1.2 GENDER OF BUYERS Options Female Male No of Buyers 72 48 120 Percentage 60 40 100

From the above table referred to gender of the buyers, 60% of them were, female and 40% are male. The majorit y of the respondents are female (60%).

Gender

40 % (48) 70 % (72) Males Females

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TABLE III 4.1.3 OCCUPATION OF THE BUYERS Options Government Private Business Others Total 35 32 28 25 120 No of Buyers Percentage 29 27 23 21 100

The above table showed the occupation, of the buyers, 29% of them were government employees, 27% of them were in private sector, 23% of them were in business and 21% were into others category which involves professional and house wives. The majorit y of the respondents are government employees (29%).

Occupation
35 35 30 25 20 15 10 5 0
Government Private

32

28
25

Business

others

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TABLE IV 4.1.4 INCOME WISE CLASSIFICATION OF BUYERS Options in (Rs) Less than 10000 10000 15000 More than 15000 Total No of Buyers 18 18 84 50 Percentage 15 15 70 100

The table shows that the income of the buyers, 15% of the buyers falls in between the income of less than 10,000 and same was the percentage for income 10000 15000 that is 15%. 70% of buyers were in category of more than 15000. The majorit y of the respondents fall in between More than 15000.

Monthly Income
100 80 60 40 20 0 84

18

18

Less than 10000

10000 15000

More than 15000

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TABLE V 4.1.5 EDUCATION LEVEL OF BUYERS Options Numbers of buyers High School Under Graduate Post Graduate Others Total 11 120 9 100 58 48 8 43 7 36 Percentage

The table shows that the educational level of the buyers, 7% that is least number of buyers fall in category of high school, 36% of the buyers falls in Undergraduate category. 48% in post graduate category and remaining 9% is for the others category. The majorit y of the respondents fall in Post graduate category which is 48%.

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Educational Level
58

60 50 40 30 20 10 0

43

11

High School

Under Graduate

Post Graduate

others

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TABLE VI 4.1.6 FAMILY SIZE OF BUYERS OPTIONS Adult Male Female Children Male Female Total Number of working people 266 220 101 93 233

This table shows the number of males and females in adult and children category of their families.

Family members
300
250 200 150 100 50 0 266 220 233

101 93
Male Female

Adults

Children Number of Working persons

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4.2 TO KNOW THE CONSUMPTION PATTERN OF BUYERS TABLE I 4.2.1 TO KNOW THE CHOICE OF BRAND OF EDIBLE OIL Popular Brands Fortune Nature Fresh Sundrop Saffola Sweekar Dhara Others Total 15 25 15 11 9 120 12.5 21 12.5 8 7.5 100 No. of Percentage

respondents 30 15 25 12.5

This table shows the buyers preferences for the different brands of edible oil. Maximum buyers go for Fortune (25%). Saffola (21%) follows it with little difference. Nature fresh (12.5%), Sundrop (12.5%) and Sweekar (12%) have almost same number of buyers. The next which follows them is Dhara with 8.25%. Onl y .75% go for the other brands other than the specified brands. So any brand does not have maximum share, it is mix kind of market.

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Brands
30 30 25 25 20 15 15 10 5 0
Fortune Nature fresh Sundrop Saffola Sweekar Dhara other

15

15 11 9

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TABLE II 4.2.2 TO KNOW THE TYPE(S) OF OIL USUALLY CONSUMED BY BUYERS Types of Oil No. of Buyers Refined Mustard Oil Soyabean Oil Coconut Oil Others Total 65 24 20 6 5 120 54 20 17 5 4 100 Percent

This table shows the type of oil usuall y consumed by buyers. Refined oil has the maximum share of 54%. Mustard oil has the 20% following 17% by Soyabean oil. Coconut oil has onl y 5% buyers with only 4% buyers going for oil other than the mentioned options.

Type of Edible oils

70 60 50 40 30 20 10 0 65

24

20 6 5
Others

Refined Oil

Mustard Oil

Soyabean Oil

Coconut Oil

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TABLE III 4.2.3 TO KNOW THE FACTORS INFLUENCING BUYING BEHAVIOUR OF BUYERS OPTIONS No. of Percent

Buyers Retail Shop 28 35 10 9 20 18 120 23 29 8.25 7.5 17 15 100

TV advertisement Magazines Newspapers Friends Relatives Total

This table shows the various factors which influences the buyers to buy certain t ype of oil. Buyers get influenced mostl y by TV advertisement which influences 29% buyers. Retail shops are the second option to influence 23% buyers. Friends and relatives have almost same with 17% and 15% buyers. Newspapers are the source which influences onl y 7.5% buyers.

Factors affecting consumer buying behavior

Relatives Friends and Neighbours Newspaper Magazines TV advertisement Retail shop display

18 20 9 10 35 28 0 5 10
26

15

20

25

30

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TABLE IV 4.2.4 TO KNOW THE FACTORS INFLUENCING CONSUMER PREFERENCES Factors Influencing Consumer Preferences Reasonable Price Safe/ Healthy Advertising Packaging Flavor Total No. of buyers 34 49 17 15 5 120 38 41 14 12.5 4.5 100 Percent

This table shows the factor which influences consumer preference most is safe and health factor influencing 41% buyers. Reasonable price is the second factor changing the minds of 34% consumers. Advertising and packaging are the other two factors influencing 17% and 15% consumers respectivel y. Flavor is also one of the factors but it is considered by onl y 5% of consumers.

Factors influencing Consumer Preferences

60 40 20 0
Reasonable Price Safe/Healthy

49 34 17 15 5
Advertisement Packaging Preffered flavor

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TABLE V 4.2.5 TO KNOW THAT HOW OFTEN THE BUYERS USE THE OIL IN A DAY OPTIONS NO. OF PERCENT

BUYERS Once Twice Thrice More Total 14 70 22 14 120 12 58 18 12 100

This table shows that 58% of the consumers use the oil twice a day. Onl y 12% uses once a day and 18% uses the oil thrice a day. The people using the oil more than thrice are also 12%.

Puchasing time period

80 60 40 20 0 Once a Twice a day day Thrice a day 14 22 14 70

More

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TABLE VI 4.2.6 TO KNOW THAT HOW FREQUENT DO THE CONSUMERS BUY OIL Frequency Oil Daily Weekly Monthly Whenever Total of Purchasing No. of Buyers 9 28 56 27 120 7.5 23 47 22.5 100 Percent

This table shows that mostl y (47%)

consumers purchase monthl y. 23%

consumers purchase weekl y and 22.5% purchase whenever they need. Onl y 7.5% consumers purchase it daily.

Frequency of purchasing oil

56 60 50 40 30 20 10 0

28 9

27

Daily

Weekly

Monthly

Whenever needed

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TABLE VII 4.2.7 TO KNOW WHAT PACK SIZE IS PREFFERED BY CONSUMERS Pack Size 1 Litre 5 Litre 10 Litre Others Total No. of buyers 48 40 16 16 120 40 34 13 13 100 Percent

This table shows maximum number of buyers that is 40% prefer 1 litre of pack size. 34% buys 5 litre pack size. 16% prefers 10 litre pack and others available packs. This shows that maximum preference of consumers is for 1 litre pack.

Pack Size
50
40 30 20 16 16 48

41

10
0 1 Litre 5 Litre 10 Litre others

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TABLE VIII 4.2.8 TO KNOW THE SPENDING PATTERN OF CONSUMERS ON OIL IN A MONTH Spending Pattern Less than 500 500-1000 1000-1500 More than 1500 Total NO. OF PERCENT

BUYERS 28 63 16 13 120 23 52.5 13.5 11 100

This table shows to 52.5% people spend 500 to 1000 Rs. Per month. 23% people spend less than 500. 1000 to 1500 is spent by onl y 13.5% people and remaining 11% spend more than that. This shows that maximum people spent 500 to 1000 Rs .

Spending Pattern
70 60 50 40 30 20 10 0 63

28 16 13

Less than 500

500 - 1000

1000 - 1500

More than 1500

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TABLE IX 4.2.9 TO KNOW THE MEMBER WHO TAKES THE OIL BUYING DECISION Member who takes Buying Decision Eldest Person Adult Children Others Total No. of Buyers 50 61 4 5 120 42 51 3 4 100 Percent

This table shows that mostl y (51%) adult members of the famil y take the oil buying decision. But in other families the eldest person takes the decision. Onl y 3% is the case where the decision is influenced b y children and 4% other peoples are privileged en ough to take that decision.

Member who takes Buying decision

70 60 50 40 30 20 10 0 54 61

4
Eldest Person Adults Children

8
Others

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CHAPTER 5 FINDINGS AND CONCLUSION

FINDINGS Edible oil is most common item used in our dail y lives. People do not give much importance to it, but taking decisions regarding the purchase of different t ypes of oil and choosing the best brands from the multiple available brands in the market is the mos t difficult decision. So from this report we were trying to find out that how people take various decisions regarding the purchase of oils and we also tried to understand their consumption pattern. The basic findings were Fortune was the most preferred brand among the respondents. Mostl y the consumers were spending 500 1000 Rs. Per month on edible oil. TV advertisement was the main factor influencing the consumers buying behavior. Consumers give more preference to safety and health while purchasing the edible oil. In order to find out the dependency between the various variables and how some variable create an impact on the buyers mind to purchase decisions we conducted a Chi Square test. This test helped us to evaluate the variables dependency. Here are the findings. Education level is independent of Brand preference Income is dependent of monthl y expenditure on edible oil Brand is dependent of Brand factors or attributes

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Brand is dependent of the sources from where consumers know about the brand

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BIBLIOGRPAHY

1. Kotler P (2003), Marketing Management, 11 t h edition, Prentice Hall of India Pvt. Ltd., New Delhi. Pages 70 77 2. Donald R. Cooper and Pamela S. Schindler (2009), Business Research Methods, 9 t h edition, Tata McGraw Hill Education Pvt. Ltd., New Delhi. Pages 532 552

WEBSITES http://fcamin.nic.in/dfpd/EventDetails.asp?Event Id=5 61&Section=E dible+Oil&ParentID=0&Parent=1&check=0 http://www.indiamarkets.com/imo/news/news_body.asp?display_con tent_link=0&search_link=0&subcatid=80&catid=17#187 http://en.wikipedia.org/wiki/Cooking_oil http://www.google.co.in/search?q=article+on+reserachpaper+on+buying+

behaviour+of+consumer+of+edible+oil

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ANNEXURE

Questionnaire Chi Square Test Sheet (showing how Chi Square testing was done)

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