MARKETING ANALYSIS OF BRANDED GHEE INURBANAREASOF BANASKANTHADISTRICT
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Date
2023-04-18
Journal Title
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SARDARKRUSHINAGAR DANTIWADA AGRICULTURAL UNIVERSITY - SARDARKRUSHINAGAR
Abstract
Ghee is a type of clarified butter fat that has been produced and utilized in India. It isused in Ayurveda as therapeutic agent and also for religious rituals. It is popular in Indiabecause of its nutritional attributes and characteristic flavor and aroma. It is made from milk,cream, or butter of several animal species. Ghee processing may be achieved by drawing fatfrom milk, cream or butter using direct heat with or without fermentation. The present studywascarriedoutwithanaimtounderstandthesocioeconomicstatusofbrandedGheeconsumersofPalanpurandDeesacity,theirbuyingbehavior,factor saffectingbuyingdecision,preferencesandmarketshareofdifferentbrandedGheecompanies.Forth efulfillment of the study, 120 branded Ghee consumers and 20 dealers were selected throughpurposive multistage random sampling. The analytical tools employed for data analysis andinterpretation were percentages, tabular analysis and various graphical representations. Theresults showed that most of the branded Ghee consumers belonged to business class withannual income ranging from rupees 250000-500000. Highest percentage (75.83%) of brandedGheeconsumersbelongedtograduationandpostgraduationlevelofeducation.Thepatternof occupation of branded Ghee consumers showed that majority of (58.33 %) respondentsbelonged from business class category followed by employee class (36.33%) category. It hasbeen seen that majority of 87.50 per cent respondents purchased 1 liter Ghee. More than2/3rdi.e.,67.00 per cent respondents preferred to purchase buffalo Ghee and 33.00 per centrespondents preferred to purchase cow Ghee. Majority of the respondents liked to consumeBanas (25.83%), Sagar (23.33%), followed by Amul (19.17%), Patanjali (19.17%) brandGhee. The result indicated that 73.33 per cent respondents used to purchase Ghee in themonthly basisand nearabout 35 per cent respondents procuresGheefrom the shoppingmalls.Nearabout75.00percentrespondentsspendmonthlyrupees5001000,20.83percent
respondents spend rupees 1000-2000 and 05.00 per cent respondents spend less than 500rupees for purchasing branded Ghee. The result showed that 81.67 per cent respondentsdecrease in purchase of amount Ghee in case of price rise while 11.67 per cent respondents tochange in brand and 06.67 per cent respondents tends to do not do anything in brand. Theresult related to various media of advertising for branded Ghee showed that advertisementthrough retail shop (71.67 %) plays the most influential role in the purchase decision ofbrandedGheeamongtheconsumersfollowedbynewspaper08.33percentand07.50percenttelevi sion and 06.67per cent internet.
The result related to expectation of consumers revealed that most of the (96.67%)respondents realized that the branded Ghee fulfill their expectation. The resultsrelated tofactors influencing consumers in purchasing of brandedGheeconcluded that respondentsconsiderbrandimageasthemostimportantparameterwhilepurchasing brandedGhee,followed by Good quality (1st), Health benefit (2nd), Good Color (3rd), Adequate attractivepackaging(4th),Brandname(5th),Selflife(6th)etc.Fromtheresultsrelatedtobrandloyalty,it can be inferred that 79.17 per cent respondents were found very loyal to their respectivebrands and 20.83 per cent respondents were switch over to the other brand Ghee. BrandedGheehasdifferentvariants,whichhelpsconsumerstouseGheeforvariouspurposes.Majori tyofbrandedGheeconsumersi.e.,84.17percentofrespondentsusedbranded Ghee for daily lunch/dinner eating purpose, 07.50 per cent respondents buy formultipurpose, 05.00 per cent for use of lamp of God and only 03.33 per cent prepare sweetsand sweet making productsThe market share of differentGhee companies in the marketstudy revealed that highest share was captured by Banas Ghee 29.17 per cent, followed bySagar Ghee 22.50 per cent, Amul Ghee 19.17 per cent, Patanjali Ghee 16.67 per cent andNestleEverydayGhee12.50percent.Thevariationinthedealer’smarginfordifferentbrandsofG heerevealedthatdealersweregetting08.16percentmarginonSagarGhee, 07.40 per cent on Amul Ghee, 05.84 per cent on Patanjali Ghee, 06.00 per cent margin onNestle everyday company Ghee and 05.26 per cent on BanasGhee.From the study it couldbe suggestedthat, branded Gheecompanies should plan to have sufficient availability ofstock at the time of peak demand period i.e., festive season. In order to increase market share,the branded Ghee companies should conduct surveys to understand consumers expectation toimprove brand penetration. Branded Ghee companies should provide consistent services todealersas this willhelp companies to maintaingood will inthemarket.