CONSUMER PREFERENCE FOR BRANDED EDIBLE OIL: A STUDY IN BENGALURU URBAN AND RURAL DISTRICTS
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Date
42262
Authors
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Journal ISSN
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Publisher
UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU
Abstract
Edible oils constitute an important component of food expenditure and the
major source of energy for human beings. The changing consumer behaviour, entry of
corporate companies and government regulations facilitated popularity of branded
edible oil in the recent past. In this context, the study made an attempt to analyze the
consumer preference and purchase behaviour for various types of branded edible oil,
factors influencing the consumer’s decision making process and consumer brand
loyalty towards branded edible oil. A sample of 45 respondents each from Bengaluru
urban and rural districts were selected for the study. The study revealed that sunflower
oil is the most preferred oil in urban and rural areas with 88.89 per cent and 64.44 per
cent respectively. Groundnut oil is the second most preferred edible oil in both urban
and rural areas. However, more number of consumers (28.89 %) preferred groundnut
oil in rural areas compared to urban areas (13.33 %). Cent per cent of the consumers
in urban area and 93 per cent in rural area preferred branded edible oil. Quality,
cholesterol content and price were the major factors considered by the urban
consumers while price, quality and packing were considered by the rural consumers
while purchasing edible oil. Brand loyal consumers constitute 55 and 62 per cent in
urban and rural areas respectively. In urban area switching loyalty of the brand is
frequent compared to rural areas. Increasing health awareness and effective
implementation of food laws will expand the market for branded edible oils in future.
Place: Bengaluru