© 2019 IJRAR February 2019, Volume 6, Issue 1 www.ijrar.

org (E-ISSN 2348-1269, P- ISSN 2349-5138)

BUYING BEHAVIOUR OF CONSUMERS OF

EDIBLE OIL - A STUDY OF
TIRUCHIRAPPALLI CITY
Dr. E.MUBARAK ALI 1 , A.AVINASH BEGUM 2*
1
Associate Professor & Head of the Department of Commerce, Jamal Mohamed College, Trichy, Tamil
Nadu, India. mubarakali.jmc@gmail.com
2*
Research Scholar & Assitant Professor, Department of Commerce, Jamal Mohamed College
(Autonomous), Trichy, Tamil Nadu, India, avinashsana786@gmail.com

ABSTRACT
Majority of Indian food items are prepared by utilising edible oil. Consumers' behaviour frequently
changes as per the new innovations, changes in taste, like and dislikes related to food items. Edible oil is an
important element in food items. Through this study, researcher has highlighted the brand references for
edible oil by consumers. Efforts have been made to understand the various factors which are taking into
consideration while purchasing edible oil. Through the study author has also highlighted the variants of
edible oil preferred by the consumers. This study is also focused on the awareness of consumers regarding
the weight, expiry date, ingredients etc. of edible oil.

Keywords: Edible oil, Buying behavior, Customer, Innovations, Food Items, Health and Wellness
1. INTRODUCTION
It is a key aspect of learning to understand the consumers’ behaviour in various market environments. It is
very important to predict about their buying behaviour real pattern in future. Consumers buying behaviour differs for
the products and services, more complex decisions usually involve more buying participants and more buyer
deliberations. Indian edible oil industry is highly fragmented today. There are several edible oil manufacturers, in
organised and an organised sectors. At present edible oil market in India is developing with, rising income levels,
standard of living of consumers with changing lifestyles, pattern of food consumption, increasing health and wellness,
increasing trends of referencing non-traditional oil like soya bean oil, rice bran oil etc.

1.1. OBJECTIVES OF THE STUDY

The present study is carried out with the following objectives
1) To know the brand preferences of edible oil.
2) To understand the consumers preferences for variants of edible oil.
3) To know, whether consumers are having awareness about the elements like ingredients, net weight, expiry date etc.
4) To know the spot preference for purchasing edible oil.

1.2. STATEMENT OF THE PROBLEM

The manufacturers of the products bring the different brands in the same commodities with some added
features and hence the several brands of edible oils are being marketed since there are several brands that exist in the
market an attempt is made to know the success of marketing in each brand and its effect on consumers and also to
identify the brand which is more popular preferred and purchased by the consumers. Hence the research is made on the
topic Buying behavior of consumers of edible oil.

1.3. NEED OF THE STUDY

Nowadays, awareness and knowledge of consumers related to edible oil is increasing due to increased level of
education, urbanisation and also due to watch development in a medication facilities. On this background it is
necessary to take a feedback of consumers regarding the edible oil. It could be very helpful for the wholesalers,
retailers and edible oil manufacturers in the process of marketing, planning and implementation of sales promotional
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activities. It is also important to understand the perception of consumers regarding edible oil brands available in the
market and it's important to understand their brand preferences.
2. REVIEW OF LITERATURE

Ambujakshi, (2016), has stated that, in the ocean of edible oil has increased following a rise in household
incomes and consumer demand. Through the study author throws light on the consumer awareness with reference to
edible oil consumers in Bangalore. Author has also attempted to know the trends in consumer preferences towards
edible oils and attempted to find out the influencing factors related to consumer preferences in purchasing edible oils.
Through the study author has found that, the edible oil industry has under transition towards more organised and active
integration move from the major players. According to the author, rising imports call for the increase in domestic
manufacturing of edible oils.

J. H. Vyas, I. N. Siddiqui and J. K. Dewagan, (2017), have conducted a survey study to understand the factors
affecting the purchase decisions for edible oils by consumers. Through the study authors are also highlighted the
consumption patterns of families. Authors have analysed the preferences of demographic clusters. Through the study
authors have found that, health factor plays an important role in choosing the edible oil brands. Authors have pointed
out that, majority of the consumers change their edible oil for better health. Authors have also found that, there is no
strong loyalty displayed among the consumers.

M. K. Narayan, M. Sarabhai And V. K. Khan, (2018), and have explored the preferences of consumers for the
brands of illegal oil variants and factors affecting the decisions of purchase of evil oil. Through the study authors of
highlighted brand image, health consciousness and quality of a particular brand etc. Are the most significant factors,
which are affecting consumer's decision-making for buying edible oil. Through the study authors have come to know
that, consumers are showing interest in sales promotional schemes and consumer offers. In this context authors have
suggested that, while when lecturers should run an effective promotional schemes and consumer campaigns not only to
attract new consumers but also to retain the present consumers.

3. RESEARCH METHODOLOGY
The present study is an empirical study based on these survey methods. The primary information collected by
using well-structured questionnaire which was administered to100 households. The selected households were longing
to different income groups. The selection of sample, convenience sampling method has been used. The survey was
carried out in Tiruchirappalli city. The required secondary data has been collected from books, study articles, study
papers published in well reputed journals, magazines.
The collected primary information is scrutinized, tabulated and analysed. Simple percentage method has been used for
statistical analysis.

 Limitations of the study

Tiruchirappalli city is now recognized as a metropolitan city and having very vast area. The scope of the study
is limited to explore the consumption pattern of edible oil consumers. The study is limited to the selected geographical
areas of Tiruchirappalli city therefore the results of the study cannot be generalised to the other cities in India.

4. ANALYSIS AND DISCUSSION

Table 1: Monthly income wise distribution of the selected households

Monthly Income Frequency

Range (Rs.) (Percentage)
Below 10,000 6
10,000 to 20,000 20
20,000 to 30,000 40
Above 30,000 34
Total 100

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From the above table it is revealed that, a majority (40%) households' monthly income is Rs. 20,000 to Rs. 30,000.
34% households' monthly income is above Rs. 30,000. 20% households' monthly income is between Rs. 10,000 to Rs.
20,000. Only 6% households' monthly income is below Rs. 10,000.

Table No. 2: Brand preference of consumers for edible oils available in the market

Frequency
Brands
(Percentage)
Sundrop 16
Saffola 19
Gemini 18
Kirti Gold 16
Fortune 20
Other Brands 11
Total 100
Of the above table refers to the distribution of households based on preferred oil brands. As may be seen from the
above table 16% and 19% households preferred sundrop and Saffola brand respectively. The brands preferred next are
Gemini (18%), Kirti Gold (16%), Fortune (20%), of the sample households. The other brands like healthy heart,
Vijaya, Priya etc are preferred by 11% households.

Table No. 3: Household consumers' preferences for edible oil variants

Frequency
Variants
(Percentage)
Coconut oil 5
Groundnut Oil 15
Palm Oil 9
Sunflower Oil 36
Other variants of edible
35
oil
Total 100
From the above table it is revealed that, majority of the household consumers (35%) are preferred other variants of
edible oil like rice bran edible oil, soy oil, mustard oil etc. 36% household consumers preferred sunflower oil, 15%
preferred groundnut oil, and only 5% household consumers preferred Coconut oil, 9% preferred palm oil.

Table No. 4: Frequency of consuming edible oil

Frequency of Frequency
consumption (Percentage)
Almost everyday 95
3 - 4 times in a week 4
1 - 2 times a week 1
Total 100
95% households consume edible oil almost every day 4% household consumers in the edible oil 3 - 4 times a week
and only 1% is consuming it 1-2 times a week.

Table No. 5: Consumer's awareness about ingredients, net weight, expiry date, nutritional benefits etc.
Frequency
Particulars
(Percentage)
Yes 69
No 31
Total 100
From the above table it is revealed that, majority of the household respondents (69%) are having awareness about
ingredients, wait, expiry date, nutritional benefits etc. 31% are not aware about these factors.

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Table No. 6: Spot preference by households for buying edible oil

Frequency
Particulars
(Percentage)
Mall/supermarket 32
Retailers 50
Wholesalers 18
Directly buying from
-
oil mill
Total 100
Majority of the household respondents (50%) preferred to purchase edible oil from retailer available nearby their
residence. 32% household respondents preferred moll or supermarket for purchasing edible oil and only 18% preferred
to purchase edible oil directly from wholesalers available nearby their residence.

FINDINGS OF THE STUDY

1) It is found that, in a city like Trichy, majority of families monthly income is between Rs. 20,000 Rs. 30,000,
34% families monthly income is above Rs. 30,000. Therefore all these families preferred branded edible oils.
The family is whose monthly income is below Rs. 10,000 a preferred cheap / unbranded / loose edible oil
2) As per the collected information, there is no any particular brand of edible oil which is most favourable for
the household consumers. There are almost similar preferences given by the household consumers to the
brands like Sundrop, Saffola, Gemini, Fortune, Kirtigold etc.
3) It is observed that majority of the household respondents are familiar with the sunflower oil and other variants
of the edible oil like rice bran oil, soy oil, Massad oil etc. Very few of the household respondents are
consuming coconut oil. Groundnut oil is also preferred by many households, though its price is very high.
4) As per the information provided by the household respondents, majority of them are consuming edible oil
almost every day; because evil oil has high importance in preparation of food in India.
5) Study highlights that, sample of old consumers are shown less interest in package of edible oil. Sample
household consumers have a push shown less interest in understanding the factors like ingredients, net weight,
nutritional benefits, expiry date etc.
6) it is found that, majority of the household consumers are giving preference to purchase edible oil from retail
shops which are situated nearby their residence. Some of them purchase oil from malls or supermarket.
SUGGESTIONS

 The manufacturer has to create better advertisement which will influence the consumers to make a choice
among the different brands of edible oils.
 The manufacturers should also focus on the suitable packaging so that the consumers will be attracted towards
their products.
 Now a day consumers become more on health conscious. Hence the manufacturer has to focus on the quality
to attract more customers.

5. CONCLUSION

Today’s market is flooded with several brands of edible oil. Each brand of oil is different from their
competitors. Consumers have various attitude regarding price, quality, packing, quantity, etc., so the manufacturers has
to provide better product to the consumer which makes them to retain in the market for a long period.

 Scope for Further Research

It is recommended that, there should be introduction of more precise selection criteria for further study. There
should be more research and studies related to the factors like your usage of particular brand, size of family and
monthly consumption of edible oil, monthly income and are using atom of edible oil etc.

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6. REFERENCES
1. M. K. Narayan, M. Sarabhai And V. K. Khan, (2014). Consumers References For Oil Brand, Will Variants
And Factors Influencing Purchase Decision, African Journal of Agricultural Marketing, Vol. 2, No. 5.
2. Ambujakshi, (2016). Consumer Awareness of Edible Oil – A Study with Special Reference to
Bangalore, International Journal of Applied Research, Vol. 2, No. 2.
3. J. H. Vyas, I. N. Siddiqui and J. K. Dewagan, (2013). A Study of Edible Oil Consumption in Raipur City,
International Journal of Business and Management, Vol. 2, No. 2.
4. W. K. Sarwade, (2011). Brand Preferences and Consumption Pattern of Edible Oil in Maharashtra),
International Conference on Economics and Finance Research, Vol. 4.
5.www.responservice.com
6.www.superhaat.com

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