23-08-2012, 12:31 PM
BRAND PREFERENCES AND CONSUMPTION PATTERN OF EDIBLE OILS IN MAHARASHTRA STATE
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Abstract
The importance of edible oil in our daily diet was
well recognized by our ancestors; as a result it became a part
of our food. Oils and fats are basically esters of glycerol and
fatty acids. The fatty acids may be either saturated or
unsaturated. The oils are the better source of energy as
compared to carbohydrates and proteins. Edible oils have got
higher importance in preparation of tasty food, improving
texture of food items, increasing palatability of food, flavor of
food maintenance and growth of human body.
India is a vast country and inhabitants of several regions have
developed specific preference for certain edible oils largely
depending upon the oils available in the region. For example,
people in the South and West prefer groundnut oil while those
in the East and North use mustard seed/rapeseed oil. Likewise
several pockets in the South have a preference for coconut and
sesame oil.
EDIBLE OILS AND INDIAN 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 economy covering an area of
24.38 million hectares and accounting for the production of
20.87 million tones of oilseeds during the year 1999-2000.
India contributes about nine percent of the world oilseeds
production, about seven percent of the global production of
protein meal is the fourth largest edible oil economy in the
world1.
India is a vast country and inhabitants of several regions
have developed specific preference for certain oils largely
depending upon the oils available in the region. For example,
people in the South and West prefer groundnut oil while
those in the East and North use mustard seed/rapeseed oil.
Likewise several pockets in the South have a preference for
coconut and sesame oil2.
REVIEW OF LITERATURE
Some of the outstanding studies conducted on edible oil
marketing and purchasing practices, production, sales and
marketing strategies of business firms in respect of edible oil
products were thoroughly examined in the literature review.
The main thrust of these studies is the evaluation of edible
oil brand extension practices of some reputed brands
preferences equity and the market share. In fact the findings
of the studies are very valuable for new researchers and
marketers though who want to chalk out edible oil branding
strategies in a professional way
Regarding to this study, some eminent professors and
academicians quality research papers review has been taken
by studying their research papers on edible oils. Near about
10 quality research papers review has been taken in this
study.
Prof. H. Sulochana (2008), eminent female professor of
Osmania University, Hyderabad highlighted in her article
that, the consumers must care about the use of edible oil to
avoid the health problems. In India 60% of the health
problems are raised by not using the quality edible oil in
their regular diet6. Prof. Reddy Bhagwan (2009) University
of Tamil Nadu has recommended in his research article that
the consumers must use the refined edible oil to prevent the
fat in the human body. Heavy fat is the main cause of weight
and stomach problems in the health of human beings7. Prof.
Philip Opar Donney (2007) a Marketing vice president of
Asian companies from Afghanistan, basically he is from
Kenya, has recommended the packed edible oil for regular
diet by the customers than loose edible oil8. Prof.
Purushootam Rao (2008),
DATA ANALYSIS
The data so collected is scrutinized, tabulated and
analyzed by the help of some statistical tools and techniques
and finally used for the study purpose. Following are the
major conclusions are drawn by the researchers.
1) As per Table no-1.1, 43% of the consumers use near
about two to four liters of edible oil per month and only six
percent use more than 8 liters per month. This shows that
people in general are much conscious about their health
which results into lower consumption.
2) Table no 1.2 shows that, in 87% cases only house
wife is the decision maker for type and brand of edible oil to
be used and in six percent cases there is joint decision
making.
When consumers were asked about their preference
towards package size (refer Table no 1.3) 60% of the
respondents preferred one liters and five liters packages
respectively mainly due to FIT i.e. freshness intact
technology.
MAJOR CONCLUSIONS
In majority of the families interviewed during this course,
house wife is the decision maker for the brand and type of
edible oil to be used.
Health consciousness and quality of a particular brand
are the important factors in decision making.
Majority of the respondents use sunflower oil followed by
kardi, groundnut, soyabean, corn & kardi blend.
Branded oil is preferred than the loose oil in higher
income class of the consumers.
Dhara has maximum brand awareness followed by Saffola,
Fortune, & Gemini respectively.