A STUDY ON CUSTOMER PREFERENCE AND AWARENESS OF RICE BRAN OIL IN SIVAGANGAI DISTRICT

Dissertation submitted to Alagappa University in partial fulfillment of the degree of Master of Business Administration

Submitted by R.SATHYA Register No: 093171008

CERTIFICATE

The dissertation entitled A STUDY ON CUSTOMER PREFERENCE

AND AWARENESS OF RICE BRAN OIL, IN SIVAGANGAI DISTRICT submitted by Selvi. R. SATHYA [ Register Number:
093171008 ] is the original work of the candidate.

Place: Date:

R.Sathya Register No: 093171008. MBA General

STATEMENT BY THE CANDITATE

The project entitled A STUDY ON CUSTOMER PREFERENCE AND AWARENESS OF RICE BRAN OIL, IN SIVAGANGAI DISTRICT being submitted by me is my original work.

Place: Karaikudi Date:

[R.SATHYA]

CONTENTS
CHAPTER TITLE PAGE NO

Introduction

II III

Profile of the company Special concepts and Review of Literature

4 11

IV

Research Methodology

22

V VI

Data Analysis and Interpretation Findings, suggestions and Conclusion

26 34

Appendices

A. Bibliography

38

B. Interview Schedule

51

CHAPTER I INTRODUCTION

Rice is one of the world's most important food crops and more than half of the people in the world eat rice as the main part of their diets. Young rice plants have a bright green color and as the grain ripen the plants turn golden yellow. A typical rice kernel is to 3/8 inches long. Rice bran is an incredible source of the vitamins, minerals, amino acids; essential fatty acids and antioxidant nutrients that help fight disease and promote good health. It's no wonder the healthy oil that comes from rice bran is becoming so successful at replacing hydrogenated oils containing tans fat. Research is ongoing with this invaluable food source and scientists have found components critical to human health. Rice bran oil is ideal oil for margarine and shortening. The flavor gives the good palatability and the desired prime form crystal provides smooth plasticity and spreading qualities.

Since rice bran oil contains three different kinds of natural antioxidantsnamely Tocopherol, Tocotrienol and oryzanol some of themajor antioxidants companies have recently switched their basic oil to rice bran oil. Delicate yet flavorful, rice bran oil just may be the world's healthiestEdible oil, containing vitamins, antioxidants and other nutrients - rice bran oil is rich in vitamin E complex, tocopherols and tocotrienols, a unique antioxidant known as gamma oryzanol, high quantities of phytosterols, polyphenols and squalence. Rice bran has a very good shelf life compared to other cooking oils because of these antioxidants.

Rice bran oil is extremely light, versatile and delicious use it to fry, saut, in sated dressings, baking, dipping oils and wherever you use cooking oil. Once you use it you will be amazed cooling light and healthy is also the best tasting.Rice bran oil is a source of vitamin E complex, antioxidants and otherMicronutrients to help fight free radicals. Rice bran oil! Has the best balance of saturated, monounsaturated and polyunsaturated fats and recommended by such organs as the American Heart Association and the world health organization. Foods cooked with California rice oil absorb upto 20% less oil! Less oil absorbed results in reduced calories, better, lighter tasting food and enhanced flavor and payability. Less oil absorbed also makes it more economical.

Rice bran oil has been popular cooking oil in Asian Countries forDecades, where there is measurably lower level of cancer, diabetes, obesity and heart disease than in the United States. Studies show all of these conditions are promoted from the use of hydrogenated oils containing Trans fatty acids that are so predominantly used in the USA. Many studies have also shown the unique Cholesterol lowering ability as well as many other health benefits from the use of rice bran oil.Solvent extraction industry is the process of extracting crude edible Grade oil from materials such as rice bran, Hexane etc. Oil is selling at the price of ghee; they say this statement is not far from Reality.

Hence India being largest producer of rice bran oil is in a great position to capitalize on this position and reap huge benefits. India is the fifth largest oil seeds producer after United States, China, Brazil and Argentina harvesting 20-22 million tones of various oil seeds against the world production of about 330 million tones.

India still retains the largest producer of status of sesame seeds, linseeds, castor seeds and safflower and the second largest position for groundnut in the world. Innumerable verities of oil seeds cultivated along with extensive range of minor and free origin oil seeds generated in the country are another distinctive feature of the extensive range of minor and free origin oil seeds generated in the country is another distinctive feature of the Indian oil seeds economy. Indian vegetable oil industry is consisting of 50,000 oil mills, 600 solvent extraction units, 500 vegetable oil refining and 250 vanaspati units spread across the country, crushing oilseeds and processing vegetable oils.Domestic turnover of the vegetable oil industry is Rs. 70,000 crores (US $ 16 billion) and import-export of about Rs. 15,000 crores (US $ 3.5 billon) Today, India is also the largest producer of rice bran oil and producing about 700,000 tones of rice bran oil and promoting it as 'Heart Friendly Health Oil' in the country.

Rice bran oil is natural oil that is created using the hull of the rice grain. Considered to be rich in antioxidants and several vitamins, rice bran oil is used for cooking as well as in the creation of creams and other skin care products. When prepared as a cooking oil, the rice oil will usually keep for anywhere from six months to a year when stored at room temperature and out of direct sunlight.

One of the advantages of using rice bran oil in cooking is that the oil has a high smoking point. This means the oil is ideal for frying foods without running the risk of overheating and burning the food before the meat or coated vegetables are cooked all the way through. Many cooks prefer rice bran oil because the ability to achieve a crunchy texture and a uniform color to the coating enhance the visual appeal of the finished product.

The creation of rice bran oil involves the pressing of the hull or bran of the rice grain. By pressing on the hull, small amounts of oil can be extracted and collected. The oil released from the rice bran contains a hefty amount of Vitamin E as well as fatty acids that lend a great deal of taste to the oil. The presence of a number of antioxidants also help to make rice bran oil a healthier alternative for use in salad dressings and as an ingredient in baked goods.

Another attribute of rice bran oil is the mild degree of flavor that the oil lends to many recipes. When used in drying, the oil gently enhances any herbs and spices that are used in the coating of the meat or vegetables. As an ingredient in a salad dressing, rice bran oil provides a slightly sweet taste that mixes very well with flavored vinegars and various spices. When used as oil in baked goods, the rice bran oil can help to provide a slightly nutty flavor to the overall taste of the baked good without interfering with any flavoring that was included in the batter.

While rice bran oil is thought to have originated in Japan, the oil has been used in many different countries. Until recent years, purchasing rice bran oil in the United States required a trip to a local health food store. However, as more people search for healthier ways to prepare their favorite foods, rice bran oil has begun to appear on the shelves at many larger supermarket chains.

Many cooks prefer rice bran oil because the ability to achieve a crunchy texture and a uniform color to the coating enhance the visual appeal of the finished product. The creation of rice bran oil involves the pressing of the hull or bran of the rice grain.

Brans actually come in an assortment of colors, ranging from the almost black bran of black rice to reddish brans like those found on rice. Brown rice can come in long and short-grained varieties, and it has a wide range of flavors, depending on the cultivar.

Fat Requirements: Fat consumption primarily occurs through salad and cooking oils, followed by frying fats and bakery shortenings. Now let us look into the quality and quantity of fat required in a balanced diet. According to the American Heart Association (AHA) the optimum intake of fat for an adult is 30% of the total caloric intake, to come from fat.

Understanding Fat: The quantity and quality of fat in the diet play a critical role in maintaining human health. Several studies in literature have directly implicated the amount and type of fat intake to specific diseases such as cardiovascular disease, hypercholesterolemia, cancer, high blood pressure and obesity. The largest contributor to this is TRANS FAT.

Fats and Oils as Nutrients Functionality of Dietary Fats Fat Requirements Rice Bran Oil (RBO) Nutritional Qualities of Rice Bran Oil (RBO) Hypocholesterolemic Effect of RBO Safety of RBO Taste and Acceptability

It means an adult ingesting 2000 calories of diet should be getting 600 calories (30%) or 60-65 grams of fat per day. This quantity of fat per day is required in a balanced diet to maintain good health.

Coming to the quality of fat, the 30% of fat should include, not more than 8-10% Saturated fat (SFA), 10-12% Monounsaturated fat (MUFA) and not more than 10% of Polyunsaturated fat (PUFA). Among the 10% PUFA at least 3% should come from n-3 fatty acids (Omega 3), which are part of the PUFA family and as 0% Trans Fat or as little as possible. Thus the quality and quantity of fat requirements to the body is well defined.

Nutritional Qualities of Rice Bran Oil (RBO): Fats and oils act as a heat transfer medium, but also become a component of the food. Because of this dual function, the oil must meet a number of requirements. It must have good thermal and oxidative stability. It must also have good flavour, good shelf life and acceptable cost. Finally, it must have consumer appeal.

There are two types of fats we consume in our daily diets. One is invisible fat, which comes from all natural fat present in vegetables, fruits, cereals, poultry, meat, fish and other foods. The other one is visible fat, which is the cooking medium, salad oils and other added sources of oils. We have no control over the invisible fat intake. However, the quantity and quality of visible fat intake need to be controlled to maintain better health.

Comparing known vegetable oils and rice bran oil to the fatty acid profile recommended by the American Heart Association, we find RBO is the closest to the AHA recommendations. AHA recommendations are that SFA in the diet above 10% is not good, as it tends to raise the cholesterol levels. SFA below this 10% level is good for health. MUFA at 10% and above is good as it maintains cholesterol levels, but below this level is not good for health. PUFA at the 10% level is good, but too much of PUFA is known to generate free radicals and aid carcinogenesis and hence is not good for health. PUFA below 10% is not good, as the body needs essential fatty acids for its metabolism.

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Another component of fats and oils is the unsaponifiable fraction (unsap), which contains the antioxidants and micronutrients of the oil. RBO has 4.2% of unsap, whereas all other oils have unsap less than 1-2%. It is the combination of an excellent essential fatty acid profile and a high unsaponifiable fraction that brings about cholesterol reduction.

In addition to this RBO does not produce any allergenic reactions when ingested, as does several oils. RBO has the highest cholesterol reduction capacity of any other oil.

RBO unsaponifiable fraction is rich in vitamin E complex, tocopherols and tocotrienols, a unique antioxidant known as gamma oryzanol, high quantities of phytosterols, polyphenols and squalene. RBO has a very good shelf life compared to other cooking oils because of these antioxidants. These compounds are nutritionally very valuable and it has been shown to be responsible for the hypocholesterolemic effect. RBO appears to be the richest source of tocopherols and tocotrienols. Hence RBO not only has a good fatty acid profile, but also is a rich source of antioxidants and micronutrients.

11

Safety of RBO: A safety evaluation of RBO was carried out by the FDA/WHO protocol. It was proved to be safe for human consumption, without any side effects. RBO has earned GRAS status in the U.S.A. Taste and Acceptability: Foods were prepared in several ways, such as deep fried, pan fried, baked foods and salad dressings in rice bran oil. Similar foods in peanut oil, palm oil, soybean oil, olive oil and corn oil were prepared and compared. Taste panel, color, appearance, smell and texture were the criteria for the acceptability of the products. RBO prepared foods scored highest in all the panels, also rated highest shelf life when compared to the other products. RBO was found to be more economical as less oil is absorbed in the food, almost 20% less when compared to other oils. This lower absorption rate is related to the viscosity of RBO, a physical quality of the oil, which makes it light and non-sticky. The high smoke point prevents the isomerization and polymerization of the fatty acids and also the generation of free radicals at high temperatures. There are many beneficial aspects of RBO that attracts consumers to utilize RBO in their diet.

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CHAPTER II COMPANY PROFILE

MALAR SOLVENT EXTRACTION PVT LTD, was incorporated in the year 1993 with the object of establish the solvent extraction plant & other related activities in field of edible oils. The Company has successfully implemented its first unit of solvent Plant and achieved 95% of capacity utilization within 6 Months from the date of commercial production by achieving a turnover of Rs.250Lakhs with this achievement & considering the increasing demand for oil especially edible oils in India the company has already successfully expanded to another additional unit of a higher capacity, the refinery is already in the process of completion and within a period of 3-4 Months will Commence Commercial Production.

Link between service quality and customer satisfaction

Many researches have realized the interrelated values of service quality and customer satisfaction. Corrin and Taylor (1992)19 consider that service quality and customer satisfaction share a close relationship. Service quality is the key to measure user satisfaction (Pitt et al., 1995)20. Taylor and Baker (1994) and Rust and Olivier (1994) identified several factors that precede customer satisfaction. They argued that there are 5 antecedents that contribute to satisfaction:

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Clear understanding of customer needs and expectations, perceived value, service quality, internal satisfaction and complaint management. This research showed that Service quality is one major attribute of satisfaction. It is said by Olivier (1993) that service quality is a casual antecedent of customer satisfaction, due to the fact that service quality is viewed at transactional level and satisfaction is viewed as an attitude. Dabholkar et al. (1996)21 reported that the service quality divisions are related to overall service quality and or customer satisfaction. Fornell et al., (1996)22 expressed that satisfaction is a consequence of service quality. To another extent, other researches suggested that in service field service quality and customer satisfaction (also called the construct) are separate but distinct constructs. (Boulding et. al., 1993)23. They argued that service quality has specific dimensions judgments while customer satisfaction can be resulted from any dimension, whether or not it is quality related.

        

Tangibles Reliabilities Responsiveness Communication Creditability Security Competence Courtesy Understanding/knowing the customer

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Refining Process : To make crude rice bran oil to be edible oil, Gum, Free Fatty Acid, color pigment, odor- volatile matter and wax have to be removed from Rice Bran Oil. Conventional Refining Process

Free Fatty Acid in crude rice bran oil is removed by neutralize the oil with caustic soda and become soap stock. In the same time, gamma Oryzanol, Tocopherol, Tocotrienol and some color pigment also been removed from rice bran oil. Refined rice bran oil from this process has lighter colour, less gamma-Oryzanol, less Tocopherol, less Tocotrienol.

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Project Cost & Finance Cost of the Project

a) Land b) Building c) Plant & Machinery d) Miscellaneous fixed Assets e) Preliminary and Pre-Operative expenses f) Contingencies & deposits g) Working Capital Margin

Rs. In lacks
5.65 50.00 350.00 -10.00 10.00 25.00 ------------

Total

450.65 ------------

Means of finance
a) Promoters Contribution b) Term loan c) Grand from Ministry of food Processing 154.00 279.60 17.05 ------------

Total

450.65 ------------

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Project and Product

The directors, who have got experience in oil business also thought about the diversification and decide to put up their first unit of solvent extraction unit in the year 2003 and able to run it successfully with a 95% Capacity utilization within 6 Months with this achievement and due to demand for oil have already set up other solvent Plants. The Second unit of Solvent Plant is also having a Capacity of 150/200 Metric tons per day of Soya beans Seeds and rice bran/oil cakes processing. The finished Products are edible grade solvent oils and oil extractions.With the successful running of SEP unit 1 with 95% capacity utilization and the completion and installation of SEP unit 11 with in the targeted time, the overall Production of Solvent extracted oils will be around 60 to 75 Metric tons per day. This oil we may have to sell to refineries for further processing to fit to become human consumption. The directors thought that with the setting up of refinery they could directly enter into an ever expanding consumers market to sell their refined edible oils. With this intention they have decided to set up new edible refinery unit. With the capacity 75 metric tones/ day to process refined oils so that the new refinery unit will consumer the entire oil produced in both solvent Plants. By setting up new refinery, raw material for refinery will be readily available.

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Location & Site details

The propose plant will be located at Aranthangi Road, Puduvayal-630108. Sivaganga District, Tamilnadu State. The present Solvent extraction unit isworking in the same premises. The company is having necessary infrastructures like roads, compound, Security etc., Land development work comprising leveling undulation, formation of internal road, and etc has already been taken up. The location is suitable for the proposed activity considering the proximity to raw material Source, availability of labour, transport, communication & other infrastructure. The above said land is sufficient for the following. a) Factory building b) Godown c) Pollution control & other utilities d) For future expansion The company main plant i.e. Refinery Plant & enzymatic.The promoters have finalized for supply of thermic fluid heating system & chilling. Plant with M/s Thermax Ltd. These are Major production Machinery & the suppliers are highly reputed. The detailed list of plant & machinery is enclosed herewith the major machineries are expected to be delivered.

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Raw materials & consumables

The main raw materials are rice bran/oil Cakes. The unit requires4600 mts of rice bran/oil cakes at installed capacity per annum. TheProposed location is having a major paddy growing area. There are about 200 rice Mills & oil Mills & around Further we can procure rice bran/oil Cakes from surrounding district of oil Mills & Rice Mills are situated but do not have any solvent extractions plants which are running in these areas. Crude rice bran oil is the raw material of refined bran oil manufacturing: Crude rice bran oil is the raw material of refined bran oil manufacturing. SsIt contains about 1.5% or more gamma-oryzanol, a group of ferulate esters of triterpene alcohols and phytosterols. The high antioxidant property of gamma-oryzanol has been widely recognized. Studies have shown several physiological effects related to gammaoryzanol and related rice bran oil components. These include its ability to reduce plasma cholesterol (Lichenstein et al., 1994), reduce cholesterol absorption and decrease early atherosclerosis (Rong et al., 1997), inhibit platelet aggregation (Seetharamaiah et al., 1990), and increase fecal bile acid excretion (Seetharamaiah and Chandrasekhara, 1990). Oryzanol has also been used to treat nerve imbalance and disorders of menopause (Nakayama et al., 1987)

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CHAPTER III

SPECIAL CONCEPTS AND REVIEW OF LITERATURE

BRAND How a company 'positions' a brand is not necessarily how the consumer perceives that brand. Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. The sources of brand meaning are many and varied, as are the ways in which meanings become attached to brands. Brand Meaning takes a comprehensive and holistic look at how consumers find and create meaning in brands. It explores the fundamental conscious and unconscious elements that connect people with products and brands.

MARKET In marketing, the term market refers to the group of consumers or organizations that is interested in the product, has the resources to purchase the product, and is permitted by law and other regulations to acquire the product. The market definition begins with the total population and progressively narrows as shown in the following diagram.

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CUSTOMER A customer (also known as a client, buyer, or purchaser) is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services. However, in certain contexts, the term customer also includes by extension any entity that uses or experiences the services of another. A customer may also be a viewer of the product or service that is being sold despite deciding not to buy them. The general distinction between a customer and a client is that a customer purchases products, whereas a client purchases services.A person, company, or other entity which buys goods and services produced by another person, company, or other entity.

CONSUMER Buys any goods for a consideration which has been paid or promised or partly Paid and party promised, or under any system of deferred payment and includes any user of such goods other than the person who buys such goods for consideration or partly paid or partly promised, or under any system of deferred payment when such use is made with the approval of such person but does not include a person who obtains such goods for resale or for any commercial purpose

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INCOME Income is the consumption and savings opportunity gained by an entity within a specified time frame, which is generally expressed in monetary terms. However, for households and individuals, "income is the sum of all the wages, salaries, profits, interests payments, rents and other forms of earnings received in a given period of time." The amount of money or its equivalent received during a period of time in exchange for labor or services, from the sale of goods or property, or as profit from financial investments.

PRICE In ordinary usage, price is the quantity of payment or compensation given by one party to another in return for goods or services.A value that will purchase a definite quantity, weight, or other measure of a good or service. As the consideration given in exchange for transfer of ownership, price forms the essential basis of commercial transactions. It may be fixed by a contract, left to be determined by an agreed upon formula at a future date, or discovered or negotiated during the course of dealings between the parties involved. In commerce, price is determined by what (1) a buyer is willing to pay, (2) a seller is willing to accept, and (3) the competition is allowing to be charged. With product, promotion, and place of marketing mix, it is one of the business variables over which organizations can exercise some degree of control.

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It is a criminal offense to manipulate prices (see price fixing) in collusion with other suppliers, and to give a misleading indication of price such as charging for items that are reasonably expected to be included in the advertised, list, or quoted price. Also called sale price and selling price.

PRODUCT The noun product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin produce (re) '(to) lead or bring forth'. Since 1575, the word "product" has referred to anything produced. Since 1695, the word has referred to "thing or things produced". The amount of money or its equivalent received during a period of time in exchange for labor or services, from the sale of goods or property, or as profit from financial investments.

SEGMENT Market segmentation is the process of grouping a market into smaller subgroups. This is not something that is arbitrarily imposed on society: it is derived from the recognition that the total market is often made up of submarkets (called segments). These segments are homogeneous within (i.e. people in the segment are similar to each other in their attitudes about certain variables). Because of this intra-group similarity, they are likely to respond somewhat similarly to a given marketing strategy. That is, they are likely to have similar feelings about a marketing mix comprised of a given product, sold at a given price, distributed in a certain way, and promoted in a certain way.

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MACHINERY A system of means and activities whereby a social institution functions; "the complex machinery of negotiation"; "the machinery of command labored and brought forth an order"Machines or machine systems collectively. Asystem of means and activities whereby a social institution functions. An assemblage of machines or mechanical apparatuses: the machinery of a factoryhistorically, a device required moving parts to be classified as a machine; however, the advent of electronics technology has led to the development of devices without moving parts that many refer to as machinesthe computer being the most obvious example. A machine is a device that uses energy to perform some activity. In common usage, the meaning is that of a device having parts that perform or assist in performing any type of work. A simple machine is a device that transforms the direction or magnitude of a force. SALES A sale is the act of meeting prospective buyers and providing them with a product or service in turn of money or other required compensation. Sales are an act of completion of a commercial activity. The "deal is closed", means the customer has consented to the proposed product or service by making full or partial payment to seller.

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MONEY Money refers to the definition of money. Money is a token or item which acts as a medium of exchange that has both legal and social acceptance with regards to making payment for buying commodities or receiving services, as well as repayment of loans. In addition, money also functions as a standard of value and a store of value because with the help of money, the value of various goods and services can be measured. According to a small number of economists, money is a standard of deferred payment. Money refers both to currency, specifically a large number of currencies that circulate under the legal tender status, and different types of financial deposit accounts, for example savings accounts, demand deposits, as well as certificates of deposit.

MATERIAL

Consisting of matter; not spiritual; corporeal; physical; as, material substance or bodies. Artifact made by weaving or felting or knitting or crocheting natural or synthetic fibers; "the fabric in the curtains was light and semitransparent"; "woven cloth originated in Mesopotamia around BC"; "she measured off enough material for a dress"Things needed for doing or making something;

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"writing materials"; "useful teaching materials"concerned with or affecting physical as distinct from intellectual or psychological well-being; "material needs"; "the moral and material welfare of all good citizens"- Roosevelt.

DEMAND The asking or seeking for what is due or claimed as due. A thing or amount claimed to be due. The act of demanding; an asking with authority; a peremptory urging of a claim; a claiming or challenging as due; requisition; as, the demand of a creditor; a note payable on demand. The right or title in virtue of which anything may be claimed; as, to hold a demand against a person. A diligent seeking or search; manifested want; desire to possess; request; as, a demand for certain goods; a person's company is in great demand.

PRODUCTION The act or process or producing, bringing forth, or exhibiting to view; as, the production of commodities, of a witness. That which is produced, yielded, or made, whether naturally, or by the application of intelligence and labor; as, the productions of the earth; the productions of handicraft; the productions of intellect or genius.

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Review on Recent Trends in Rice Bran Oil Processing Mahua Ghosh Journal of the American Oil Chemists' Society, 2007, Volume 84, Number 4, Pages 315-324
Abstract Rice bran oil (RBO) is popular in several countries such as Japan, India, Korea, China and Indonesia as cooking oil. It has been shown that RBO is an excellent Cooking and salad oil due to its high smoke point and delicate flavor. The nutritional qualities and health effects of rice bran oil are also established. RBO is rich in unsaponifiable fraction (unsap), which contains the micronutrients like vitamin E complexes, gamma oryzanol, phytosterols, polyphenols and squalene. However, the high FFA and acetone-insoluble content of RBO made it difficult for processing. Therefore, in recent years, research interest has been growing in RBO processing to obtain good quality oil with low refining loss. This review article deals with detailed reports on RBO processing including membrane-based techniques from the production and quality point of view.

Keywords Membrane based refining - Refining of rice bran oil.

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Studies on the crystal growth of rice bran wax in a hexane mediumMahua Ghosh and Sibdas BandyopadhyayJournal of the American Oil Chemists' Society, 2005, Volume 82, Number 4, Pages 229-231.
Abstract Rice bran oil (RBO) is well known for its high wax content (24%). A good separation of waxes must be ensured through the formation of crystals that can be removed with a minimal retention of oil to maintain high yields of refined oil. In the present study, the form and size distribution of RBO wax crystals were investigated using a laser diffraction technique. An attempt was made to study the effect of cooling on growth and size distribution of RBO wax crystals in hexane medium, and it showed that high cooling rate and low temperature induces the formation of a great number of small nuclei. In addition, experiments were performed to evaluate the effect on the growth of wax crystals of successive additions of gum and pure TG to the medium. The entire experiment was designed to optimize the temperature and incubation time of wax crystallization to facilitate the efficient separation of wax from crude RBO-hexane miscella using membrane technology. Key Words Crystal growth - crystal size - RBO wax.

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Rice bran oil for edible purposes: a review. Authors Cornelius, J. A. Journal Tropical Science 1980 publ. 1981 Vol. 22 No. 1 pp. 1-26
Abstract This paper describes the problem of producing rice bran oil suitable for edible purposes and discusses methods for overcoming the problem with particular reference to bran stabilization by heat and controlled moisture content. It also considers the characteristics of the crude oil and processing operations involved in producing fully refined edible oil including salad oil, cooking oil, margarine and shortenings. Some nutritional aspects of rice bran oil are discussed.

K. Waghray and S. GullaFood Technology, University College of Technology, Osmania University, Hyderabad, Andhra Pradesh, India. Email:kavitagl@rediffmail.com
Abstract Taking into consideration the regional preferences of the local population to sesame oil, the study was planned to exploit its antioxidant properties and to reduce the high priced demand of the oil. Refined Oil was blended with soya bean oil, rice bran oil, cottonseed oil, palmolein, mustard oil and corn oil in the ratios of 80: 20 and 20:80 and muruku (deep fried Indiantraditional snack) and bobbatlu (shallow fried traditional regional snack) were prepared with those blends.

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Consumers who were conversant with the factors governing quality of the products and raw oil blends were chosen as sensory panel. The present consumer acceptance trials indicated no strong rejection of an oil blend in comparison with control. In raw oils and in the products made with the blends sesame-rice bran blends of 80:20 and 20:80 and sesame-cottonseed blend of 80:20 and sesame palmolein blend of 20:80 were significantly better than control. Keywords Consumer Acceptability Oil Blends.

Dirk Acevedol Healthl Nov 03, 2010

Read more: http://www.articlesbase.com/health-articles/gamma-oryzanol-review4026036.Rice Bran Oil is it the secret method vs. harmful cholesterol? Rice bran oil Rice bran oil is specifically high in fatty acids and rich in unsaponifiables. It has many anti-oxidizing attributes as well as some sunscreen attributes. Rice bran oil naturally contains a high level of gamma oryzanol, a healthy mixture of ferulic acid esters. Oryzan is processed by a non-conventional vegetable oil refining process to present several exceptional properties. Rice Bran oil is absolutely perfect for heart healthy food preparation.

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CHAPTER IV RESEARCH METHODOLOGY Problem of the study

By seeing the rich growth in edible oil industry. The major competitors in the current market in this segment are Saffola Gold, Ruchi Gold, and Gold Winner; with so many brands in the segment the customer has a wide variety of choices. It is up to the customer to make a choice as per his requirement but his choice can be influenced in many ways. Before purchasing the oil, a customer look at various aspects like health, price, quality, quantity & brand.

Objectives of the study

1) To evaluate the factors that influence consumer to purchase Rice Bran Oil Products. 2) To analysis the existing problems with the products. 3) To understand the health awareness about our products. 4) To analysis the consumer satisfaction 5) To know the people's awareness towards Rice Bran oil and popular Product among the consumer (survey).

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Scope of the study

The scope of this study is limited to Karaikudi city and with reference to Malar Solvent Extraction Pvt, Ltd. and the survey is limit - to consumers of many more Cities. The vastness of the industry and the wide consumer base is also one of the factors affecting my study.

Method of Data Collection

Primary and secondary data have been collected and used to bring out this project report:

Primary data have been collected through

By interviewing and close contact with the manager was personally met to get more information regarding the following aspects: a) History of the company. b) Methods adopted by the company in promoting the product in the Market. c) Annual turnover and demand for the product. d) Administrations of sales. e) Marketing mix strategy. f) And other information.

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Interview with the consumers

To know the consumers attitude towards the products, a questionnaire Was prepared and administered to 100 users. They were selected at random. a) The facts affecting consumers to buy Malar rice bran oil. b) Opinion about the oil. c) To know the purchase method of the consumer. d) To get opinion about the quality and other aspect of the oil. e) To get suggestion for the improvement of the oil.

Limitations The information provided by the company is assumed to be authentic. The data and opinion collected are assumed to be objective. This study was done. Mainly through the secondary data. Also, time limitation of the study. The survey is conducted only on limited respondent.

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Capterisation Chapter 1: Deals with technical aspects of present study such as introduction about
the study, scope, objective of study, methodology, limitations of the Study etc.

Chapter 2: This chapter deals with the company profile of products Malar Refined Rice
Bran oil.

Chapter 3: Information about rice brand and health benefits of Malar Refined Rice
Bran oil.

Chapter 4: Gives us the detailed information about the world scenarios Chapter 5: This chapter discusses the introduction of marketing strategies and
marketing strategies adopted by the company and dealers.

Chapter 6: This chapter highlights analysis of survey data based on

Questionnaire.

Chapter 7: This chapter presents suggestions and conclusions.

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CHAPTER V DATA ANALYSIS AND INTERPRETATION

With the object of knowing consumer attitude towards refined rice bran oil and to know the market share of various brands and also about the Malar Solvent Extraction Pvt Ltd.

Refined Rice Bran oil Survey

Table 5.1: Table showing gender wise classification

Gender

Number

Percentage

Male Female

47 53

47% 53%

Total

100

100%

Inference: Table 5.1: Reveals that among the 100 respondents who are interviewed 47 (47%) are male and the reaming 53 (53%) are female.

35

AGE
Table 5.2: Table showing age groups of the consumers interviewed is presented

Age group in years 20-30 30-40 40-50 50 & above

Number

Percentage

12 32 34 22

12% 32% 34% 22%

Total

100

100%

Inference: Table 5.2: About 12% of the respondents are in the age of 20-30, 32% in the age group of 30-40, 34% are in the age group of 40-50& 22% in the age group of 50 and above.

36

MARITAL STATUS

Table 5.3: The marital status of the consumers interviewed is presented Marital status Married Unmarried Total Number Percentage

78 22 100

78% 22% 100%

Inference: The above Table 5.3, shows the No. of Married and unmarried consumers among the 100 interviewed 78 members are married (78%) & 22 members are unmarried (22%). By seeing the above 3 tables it can be interpreted that a large No. of respondents are of middle aged, married female members. As refined oil is a product involved in cooking. As cooking is more done by the females? This trend can be seen.

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INCOME
Table 5.4: Showing the incomes of respondents Income (in Rs.) 1000-5000 5000-8000 8000&above 18 32 50 18% 32% 50% Number Percentage

Total

25

100

Inference: Table 5.4: About 18% of the respondents are having the income around rs.1000-5000, 32% are having the income around the rs.5000-8000, and 50% are having the income around 8000 & above.

38

BRANDS OF OIL
Table 5.5: Showing brand preferred

Brand Refined Rice Bran Oil Crude Rice Bran Oil Wax Oil Acid/Soap

Number 48 22 12 18

Percentage 48% 22% 12% 18%

Total

25

100%

Inference:

Table 5.5: By there above table we can come to know that refined oil is most commonly used type. And as lots of brand products are available. Not one single brand has a significant market share.

39

MOTIVATING FACTORS
Table 5.6: Table showing factors motivating consumers

Factors Health Price Quality Quantity Total

Number (25) 34 23 31 12 100

Percentage 34% 23% 31% 12% 100%

Inference:
The Table 5.6 shows us that the people first give preference to there and here familys health & they look at price before purchasing & the also motivate the consumers to buy the product. About 34% of health factor motivated the consumers & about 23% of price factor motivated the consumers and quality 31% motivated the consumers & about 12% factor covers quality and brand.

40

QUANTITY

Table 5.7: Showing Quantity needed by the consumers

Liters 0-100 kgs 5 Tons-10 Tons 11Tons-15 Tons 16Tons-25 Tons

Number 12 39 31 18 100

Percentage 12% 39% 31% 18%

Total

100%

Inference:

Table 5.7: Most of the people during the survey about 12% of people prefers 0-100 Tons, 39% people prefer 5-10 Tons, 31% prefer 11-15 Tons & 18% prefer 16-25 Tons.

41

OPINION
Table 5.8: Showing opinions of the consumers towards 5 points.

Opinion Excellent Good Satisfied Not Satisfied Bad Total

Number 42 46 11 01 0 100

Percentage 42% 46% 11% 01% 0% 100%

Inference:

Table 5.8 shows us the opinions of the customer and most of the consumers opinion about there refined oil is Excellent 42 (42%), good 46(46%) and satisfactory 11(11%).

42

CHAPTER-VI FINDINGS, SUGGESTIONS AND CONCLUSION

On the basis of survey findings some suggestions provided to the company is:

Advertising
In the present world of technology, advertising plays the major role in marketing of a product. Advertising is a social and business process responsible for the mass communication of the information. !f the product is the lack. Advertising is the key to open the product to the market. It is only one mediator between producer and ultimate consumer, which makes the consumer to see, to think and to feel about the product and it also, tempts the consumer to buy the product. Advertisement can popularize and establish an image on the product and build up reputation and good will for the producer. This show that in present world advertising can create wonders in the market advertising may be by means of television or by using board cast media or by using magazines as the media. By survey it has been seen that most of the consumers prefer television advertising as they spend most of their free times in watching television. So the company gives more advertisement in Television and also through magazines, newspapers, internet etc., to attract the new customers from the corner and corner of the country.

43

Sales promotion
Sales promotion has been the fastest growing segment a promotion mix and has become a major factor in success of marketing in recent years, "sales-promotion are the achievements of short-terms marketing objectives by schematic means". Salespromotion is a direct and immediate inducement that adds an extra value to the product. So it prompts the sale force, dealers and consumers to buy the product sales. Promotion carried along with advertising and publicity creates effectiveness in the selling activity the company has not undertaken the sales promotion at the expected level. The company should give importance to the following sales promotion. i. Free offers should be given such as if your buy one nail enamel you will get another free ii. iii. iv. By providing special discount during festival times By providing special price off on buying multi packs Providing special bonus offers, free gifts, free coupons to wholesale dealers and retailers because they are the people who actually sell the product and they must be mentioned to sell more specially. v. Sales contest to the sales force to double or multiples their selling interest and efforts. By this the hidden competitive spirit is boosted and the overall performance of the sales-force is improved.

44

Innovation
Product innovations have become an important part of the companies marketing strategy today. Both establishing and established firms are inventing new products of bringing about changes in their original products to increase and maintain the consumers. Now a days people expect something new. They purchase such products, which have something special in them. Therefore innovations are must.

Distribution
i) The distribution network of the company is good, but rather than this the company should make quickly fly of products the distributors. If in case of delay in supply, people will start moving to next best alternative. ii) The company should take steps to supply its products to distributors with 3 to 4 days. iii) The company should appoint effective sales person in rural and district area to boost the sales. iv) Periodical survey of the market is necessary by the company to know Changing attitudes regarding to products.

45

Suggestions
1) They must give adds in different media but not to stick on to the single type. 2) Cooking competitions should be arranged in the cities to attract the customers. 3) Price should be less than the other products. 4) By the survey most of the consumers suggested to change the colour.

Conclusion
We have discussed Customer Preference and Awareness of Refined Rice Bran Oil with special reference to Malar Solvent Extraction (P) Ltd., throughout the course; my main concern was to analyses the current Customer Preference and give suggestion to the firm for better promotion strategy. The result of the survey proves that Indians although being price conscious people now are concentrating on the health and quality factor as well. To have a dominant product in the market, sales promotion is very crucial. The survey conducted in Sivagangai Dist that is one of the fastest growing cities, well known for educational institution and famous in business field has proved a very good market for refined oil.Thus it is very essential that the trading company should manufacture products and services that satisfy consumer needs.

46

Consumer orientation is importance for creating the brand image in the minds of the consumer thus it is very important for creating brand image in the minds of the consumer.

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47

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CONSUMER QUESTIONNAIRE
Dear sir/madam,

I am very happy to introduce myself as SATHYA.R studying In final year M.B.A as a part of our academic study. I am required to work under a project on any of the management aspects. I have chosen Customer Preference and Awareness of Rice Bran Oil case study of Malar Solvent Extraction Private Limited. I request you to spend few minutes to go through these few questions &answer them. The information provided by you will be kept confidentially &the information is purely for academic purpose only.

THANKING YOU

Youre faithfully,

SATHYA.R

60

1) Name: ---------------------------------------

2) Address: --------------------------------------

3) Sex: 4) Age:

a) Male a) 20-30 c) 40-50

b) Female b) 30-40 d) Above50 b) Unmarried b) 5000-8000

5) Marital status:

a) Married

6) Monthly/Annual a) 1000-5000 c) 8000 & above 7) Which brand of refined oil do you use? a) Refined Rice Bran oil c) Wax Oil

b) Crude Rice Bran Oil d) Acid/Soap Oil

If other pleases specifies: ----------------------------------------8) What factors motivated you to use refined Rice Bran oil? a) Health c) Quality b) Price d) Quantity

9) Are you satisfied with regard to the purity of Refined Rice Bran oil? a) Yes b) No

10) IN what quantity do you need Refined Rice Bran oil? a) 0-100 Tons c) 11-15 Tons b) 5-10 Tons d) 16-25 Tons

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11) What is your opinion about the existing Tons? Do you want any kind of Changes? 12) Do you get the oil at the right time? a)Yes b) No

13) Opinion about colour and smell? -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------14) Have you come across any adulteration in Refined Rice Bran oil? a)Yes b) No

IF yes state the type of adulteration: --------------------------------

15) Please offer some suggestions to improve the oil, to reach your

Expectations

Date: Place: Signature of the respondent

A STUDY ON CUSTOMER PREFERENCE AND AWARENESS OF RICE BRAN OIL WITH SPECIAL REFERENCE TO MALAR SOLVENT EXTRACTION PRIVATE LIMITED, PUDUVAYAL, KARAIKUDI