1. EXECUTIVE SUMMARYINTRODUCTION
The Regional Oilseeds Grower’s Cooperative Societies Union Limited, Hubli is affiliated to with the Karnataka Cooperative Oilseeds Grower’s Federation Limited, Bangalore. The union is spread over three districts; Dharwad, Bijapur and Belgaum. Presently, the union is undertaking production enhancement activities and marketing of edible oilseeds and oil. It does not have its own processing facility. The Karnataka Cooperative Oilseeds Grower’s Federation is having 50 TPD oil crushing capacity plant at Davangere and oil packing unit at Bangalore and Dharwad. The federation has appointed the union as their distributors for sale of oil though its 110 primary oilseeds cooperative societies comprising of 756 villages. In addition, the Federation has appointed two private distributors (Dharwad and Hubli) for sale of edible oil to retail outlets in the surrounding areas.
The title of the Study
“DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL
EDIBLE OIL TO INDUSTRIAL CUSTOMERS”
Statement of the Problem
The purpose of the study is to understand the purchase behaviour, consumption pattern and potential demand of the industrial customers and provide suggestions for improvement.
OBJECTIVES OF THE RESEARCH
1. To study the oil purchase behaviour of industrial customers
2. To study the consumption patterns of KOF oil among industrial
customers
3. To estimate the potential demand for KOF oil by the industrial
customers
4. To develop the database on the characteristics of the industrial
customers
5. To develop suitable strategies for marketing of oil to industrial
customers
SUB-OBJECTIVES OF THE RESEARCH
1. To know the competitors share in the same area.
2. Observation of the market
3. Suggesting areas for improvement vis-à-vis competitors practice
SCOPE OF THE STUDY
The study covers the purchase behaviour of industrial customers towards
KOF edible oil. The data was collected from the respondents across all regions
of Hubli-Dharwad. The total sample size for the study is 200. The study
involves ascertaining the purchase behaviour, consumption pattern and potential
demand of the industrial customers towards various areas such as quality, price,
and promotions offered, credit system and packing facility etc and get valuable
suggestions from them. So the study tried to get the responses almost all kinds
of industrial customers.
RESEARCH DESIGN
The type of the research design used was the Descriptive Research design and the sampling procedure that was followed was non-probabilistic convenience sampling.
METHODOLOGY
Research Methodology is a way to systematically solve research
problems. The research methodology includes the methods and techniques for
conducting a research.
SAMPLE:
Industrial customers are those who directly purchase oil for food and
other preparation to cater the clients. These are the types of industrial customers
Hotels
Industrial canteens
Educational Institution
canteens
Bus and railway station
canteens
Bakeries
Sweet marts
Hostels
Retail Shops
SAMPLE SIZE
The total sample size for the study is 200 respondents across all regions of Hubli-Dharwad. Bar charts and other useful statistical tools are used for the analysis of the study.
SOURCES OF DATA
Primary data
Collected from personal interviews using a structured questionnaire
Secondary Data
Data relating to oil marketing to industrial customers were collected from
Telephone Directory
District Statistic Office
Hotel Association Hubli-Dharwad
Company database, website, journals and
reports
SAMPLE TYPE
Type of sampling: The sampling is non-probability convenient sampling of
customers.
Sample size: The total sample size for the study was 200 respondents.
Limitations of the study
Every research is carried under some boundaries and this research is not
an exception.
The limitations of this research are:
The opinion of the respondents may not represent the whole population.
Due to the limitations of time, a larger respondent base could not be
covered and was limited to a sample size of 200 respondents.
There might have been tendencies among the respondents to filter their
responses under the given conditions.
Analysis of data obtained from the questionnaire was done on the
assumption that honest and correct information had been given by the
respondents. Most of the industrial customers were busy with their
day2day business.
FINDINGS
The survey consists of 41 % hotels, 6.5% Industrial canteens, 7.5 %
educational institution canteens, 3 % bus and railway station restaurants,
13.5 bakeries, 5.5 % sweet marts, and 23 % retail shops in and around
Dharwad-Hubli cities.
Out of the sample surveyed 51 % of the sample purchase their required
oil from near by retailers, 21% purchase from associated agencies and
wholesale traders, 18 % directly from the mills around and 10 %
purchase from KOF Hubli.therefore retailers are the mainframe partners
for the company and then followed by dealers or traders.
77.5 % of the population is dealing with retailers, suppliers, agencies
through credit, hence providing good credit period and along with some
promos would also yield greater revenue.
There is a greater demand for edible oil in the market as customers are
not arguing or striving to negotiate; they are ready for the market rate, as
86.5% population prefer the oil rate as high. So a greater proportion of
the market is price inelastic.
60 % of the customers will avail 1 week credit period, and 6.5 and 7 %
customers will avail fortnight and monthly credit period and rest 26.5 %
purchase directly by paying cash.
73.5 % of customers have oral communication sort of agreement between
their suppliers and the rest avail cash and carry business.
Only 20 % of the population has restriction over ordering quantity and
rest can order as much as they require.
33.5 % customers enquire over a phone a and then places the order, 43 %
customers prefer personal means of procuring oil from dealers, 23.5 %
customers place order to the salesman of the dealer and get placed the
order.
6.5 % customers judge the quality of oil on the basis of colour, 40 % on
smell of the food, 26.5 % on taste of the food, 13.5 % on the burning
duration of oil and lastly 13. 5% on the basis of some other factors
13.5 % customers purchase branded oil because of packing, which
ensures quality of oil, 20 % because of convenience in handling, 33.5 %
prefer branded oil because its hygienic, 26.5 % customers prefer branded
oil because the containers reusable quality, and lastly the remaining 6.5
% prefer branded oil because of both ensuring quality and convenient
aspects.
48 % customers use edible oil for general cooking purposes, 23 % use for
reselling purposes, 17% for preparing sweets and lastly 12 % for
preparing special food.
24% customers opinion is their purchase pattern will definitely change
with the change in price, 21 % customers opinion is their purchase
pattern will remain the same with the change in price and 55%
customers opinion is their purchase pattern may change with the change
in price.
Ruchigold, Fortune, Goldwinner, Saffola, Safal, DR, Sunflower, Gemini,
Sungold, Vijaylaxmi, Dhara, and some loose brands these are some of
the major edible oil players in and around the arcade of Hubli-Dharwad.
Majority of the industrial customers of edible oil prefer palm oil in a
greater extent i.e. 28 %, then ground nut oil 23%, followed by vanaspati
14%, sunflower 13%, ghee 14% and Soyabean 8%
Only 33.5 % have tried to shift from their earlier brands and rest 66.5 %
have sticked to their existing brands.
34 % of the customers have changed their brands because of the price
variation in the market, 7 % of the customers have changed because of
irregularity in the supply, and the rest are 59% are considered to be as
brand loyal customers. Greater extent of brand loyalty is being seen in
the market.
48 % customers use edible oil for general cooking purposes, 23 % use for
reselling purposes, 17% for preparing sweets and lastly 12 % for
preparing special food.
From the above graph we can make out that majority of the industrial
customers of edible oil prefer palm oil in a greater extent, then ground
nut oil, followed by vanaspati 14%, sunflower 13%, ghee 14% and
Soyabean 8%
6.7 % customers judge the quality of oil on the basis of colour, 40 % on
smell of the food, 26.6 % on taste of the food, 13.3 % on the burning
duration of oil and lastly 13. 1% on the basis of some other factors.
66.5 % of the customers prefer price is very high and the rest 33.5 %
prefer it as only high.
Recommendations
Most customers who are aware of Safal or Sungold brands are under the
impression that these brands are meant for domestic consumption and not
for commercial consumption. Bulk quantity should be posed with greater
efforts to market, which would yield greater and instant sales.
Company should concentrate on these industrial customers as they
constitute a greater portion of the market as they consume 37.4% of net
consumption. Personal selling approach, door-to-door selling and any
time availability by some effective distribution points in and around
Hubli-Dharwad cities are some approaches of acquiring greater market
share.
Majority of the market is being price sensitive, penetration pricing can
help company to gain more price sensitive customers.
Regarding promotions
o Credit facility- It should be extended to some needy customers
depending on their credit worthiness. In order to encourage cash
sales, the company should extend cash rebate to institutions who
prefer to buy oil on cash basis.
o Replacement guarantee- This facility is already available and
being extended by the competitors. The union should introduce
this service for quality complaints and damaged packing at the
time of delivery.
o Door-to-door Sales- An approach, which would give some
competitive edge by serving them at their places by knowing their
need, requirement and suggesting them some purchase tactics as
well because very few competitors have this tactic in market.
Survey still speaks out the unawareness of the products of KOF, it
largely mentions that company has to take necessary steps regarding
basic ground level communication by the aid of;
o Economic medias like newspapers insertions viz. pamphlets
o Endorsing some economic programs around Hubli-Dharwad twin
cities where large women population gathers ex children
associated competitions
o Road shows and acquiring customers during social gathering
Shelf-spacing should be well planned and should be maintained in the
outlets, since it influences the buying behavior of consumers to a reasonable
extent, and similarly attracting the customer by making use of these shelf’s
in a proper way.
As the competitors have come with strategies that are affecting the
market of KOF, therefore the company should come with strategies that can
counter react to these strategies with respect to pricing, effective promotion
and ease-of-availability of the products.
Better incentive or margin can be provided to the retailers or dealers as
they act as a main connectivity to the customers (intermediaries).
At most stress should be given to promotions of KOF products with the
aid of media like TV advertisements, road shows, celebrity endorsements
which are the effective tools to leave a strong impression in the minds of
customers.
Packaging also plays an important role in the consumer market, attractive
packaging could also yield some greater market share.
Majority of the market is being price sensitive penetration pricing
strategies can help company to gain more price sensitive customers.
Providing hand pump and measurement jars with large quantity
purchases enabling them to takeout oil from those barrels or cans
A locking system or tap kind of system can be provided to have a better
control over stocking oil for durations
The union should advertise on Government Buses, Rickshaws and
company vehicles regarding KOF, products and offer specifications it will
enhance awareness and pulls the market towards it.
ConclusionThis project was a very challenging task to achieve. It gave me the
exposure to various strata of people. It also helped me in knowing the marketing
operations carried out in a Food industry. By this project I learnt many
marketing strategies and the tactics to communicate with various kinds of
people. Different types of people possess different types of attitudes and thus
behave accordingly. It is very difficult to deal with people without knowing
their behavior and this is what I have achieved in due course of this project by
studying human behavior, with specific to their most important type of attitudes
and buying behavior.
By this project I got tremendous experience and knowledge and also
helped me develop my personality, and also familiarized me with the talent
needed to deal with the customers, retailer’s industrial customers both existing
and potential in food chain as well as retail sectors.
2. INDUSTRY PROFILE
Importance of edible oils in the country’s 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 and accounting for the estimated production of 24.35 million tonnes of nine cultivated
oilseeds during the year 2004-05. India contributes about 7-8% of the world oilseeds production. Export of oilmeals, oilseeds and minor oils has increased from 3.36 million Tones in the financial year 2004-05 to 4.98 (Prov.) million tons in the financial year 2005-06. In terms of value, realization has gone up from Rs. 4613 crores to Rs.5299 crores. India accounted for about 6.4% of world oilmeal export.
Types of Oils commonly in use in India
India is fortunate in having a wide range of oilseeds crops grown in its different agro climatic zones. Groundnut, mustard/rapeseed, sesame, safflower, linseed, nigerseed/castor are the major traditionally cultivated oilseeds. Soyabean and sunflower have also assumed importance in recent years. Coconut is most important amongst the plantation crops. Efforts are being made to grow oil palm in Andhra Pradesh, Karnataka, Tamil Nadu in addition to Kerala and Andaman & Nicobar Islands. Among the non-conventional oils, ricebran oil and cottonseed oil are the most important. In addition, oilseeds of tree and forest origin, which grow mostly in tribal inhabited areas, are also a significant source of oils.
Figures pertaining to estimated production of major cultivated oilseeds, availability of edible oils from all domestic sources and consumption of edible oils (from Domestic and Import Sources) during the last few years are as under: -
Oil Year (Nov.- Oct.)
Production of
Oilseeds
Net availability of edible oils from all domestic sources
Consumption of Edible Oils (from domestic and import sources)
1998-1999 247.48 69.60 95.82
1999-2000 207.15 60.15 102.11
2000-2001 184.40 54.99 96.76
2001-2002 206.63 61.46 104.68
2002-2003 148.39 46.64 90.29
2003-2004 251.86 71.40 124.30
2004-2005 (Est.)
243.54 72.47 117.89
2005-2006 Prov.
277.31 82.37 125.25
Source : (i) Production of oilseeds : Ministry of Agriculture
(ii) Net availability of edible oils: Directorate of Vanaspati, Vegetable Oils & Fat
1Consumption Pattern of Edible Oils in India
1http://fcamin.nic.in/dfpd/EventDetails.asp?EventId=561&Section=Edible
%20Oil&ParentID=0&Parent=1&check=0
India is a vast country and inhabitants of several of its 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/rapeseed oil. Likewise several pockets in the South have a preference for coconut and sesame oil. Inhabitants of northern plain are basically hard fat consumers and therefore, prefer Vanaspati, a term used to denote a partially hydrogenated edible oil mixture. Vanaspati has an important role in our edible oil economy. Its production is about 1.2 million tonnes annually. It has around 10% share of the edible oil market. It has the ability to absorb a heterogeneous variety of oils, which do not generally find direct marketing opportunities because of consumers’ preference for traditional oils such as groundnut oil, mustard oil, sesame oil etc. For example, newer oils like Soyabean, sunflower, rice bran and cottonseed and oils from oilseeds of tree and forest origin had found their way to the edible pool largely through vanaspati route. Of late, things have changed. Through technological means such as refining, bleaching and de-odourisation, all oils have been rendered practically colourless, odourless and tasteless and, therefore, have become easily interchangeable in the kitchen. Newer oils which were not known before they have entered the kitchen, like those of cottonseed, sunflower, palm oil or its liquid fraction (palmolein), Soyabean and rice bran. These tend to have a strong and distinctive test preferred by most traditional customers. The share of raw oil, refined oil and vanaspati in
the total edible oil market is estimated at 35%, 55% and 10% respectively.
Major Features of Edible Oil Economy
There are two major features, which have very significantly contributed to the development of this sector. One was the setting up of the Technology Mission on Oilseeds in 1986. This gave a thrust to Government's efforts for augmenting the production of oilseeds. This is evident by the very impressive increase in the production of oilseeds from about 11.3 million tonnes in 1986-87 to 24.8 million tonnes in 1998-99. There was some setback in 1999-2000 because of the un-seasonal rain followed by inclement weather. The production of oilseeds declined to 20.7 million tonnes in 1999-2000. However, the oilseeds production in 2005-06 is estimated to be 27.73 million tonnes. The other dominant feature which has had significant impact on the present status of edible oilseeds/oil industry has
been the programme of liberalisation under which the Government's economic policy allows greater freedom to the open market and encourages healthy competition and self regulation rather than protection and control. Controls and regulations have been relaxed resulting in a highly competitive market dominated by both domestic and multinational players.
Present Status of Vegetable oil Industry
Status of the Vegetable Oil Industry (As on August 2006)
Type of Vegetable Oil Industry
No. Of Units
Annual Capacity(Lakh MT)
Average Capacity
UtilisationOilseed Crushing
Units1,50,000 (Approx)
425(In terms of Seeds) 10-30%
Solvent Extraction Units 711
313(In terms of Oil-bearing
Material)31%
Refineries attached with
Vanaspati Units127 51
(in terms of oil) 45%
Refineries attached with
297 36(in terms of oil)
27%
Solvent UnitsIndependent
Refineries 585 35(in terms of oil) 36%
Total Refineries 1009 122(in terms of oil) 35%
Vanaspati Units 264
53 (in terms of Vanaspati, Bakery
Shortening & Margarine)
18%
Oilseeds crushing units include crushing units in the small-scale sector as also in the organized sector. The capacity utilization generally ranges from an average of 10% for the ghanis (small scale sector) to around 30% in case of the expellers in the organized sector.
Oil Quality Monitoring
The monitoring of quality of edible oils and fats is done by the DVVO&F in terms of the provisions of the Orders. For the purpose of ensuring proper quality control, regular inspections of the units are carried out by the Field Officers of DVVO&F posted in different zones, in addition to surprise inspections by the Officers from Headquarters,
Irregularities pointed out by the Field Officers in their Inspection Reports are considered for appropriate action against the defaulting units. The samples drawn by the Officers are sent for analysis for checking conformity with the prescribed requirements.
A well-equipped laboratory exclusively devoted to the analytical work pertaining to oils and fats is available with DVVO&F. In the case of failure of samples, appropriate action has been taken against the defaulting units.
3. COMPANY PROFILE
A Profile and Success Story of KOF
Government of India in mid 1980's started the "Technology Mission on
Oilseed and Pulses" (TMOP) in order to enhance productivity in oilseeds and
make India self sufficient in edible oil. On 22.8.1984 Government of Karnataka
approved the implementation of Nation Dairy Development Board's (NDDB)
project "Restructuring Edible Oil& oilseeds Production and marketing' in
Karnataka keeping in mind the objectives laid down in the TMOP.
The Karnataka Co-operative Oilseeds Growers Federation Limited (KOF),
the Agency Entrusted with implementation of the Project, Was registered on
26th October 1984, under the Karnataka Co-operative Societies Act. The
project, which was inspired by the Anand Model of Milk Co-operatives, is
designed to create an integrated Co-partite System of production, procurement,
processing of Oilseeds and marketing of edible oil and its bi-products.
This project aimed at establishing a direct link between the producer and the
consumer by eliminating middlemen. Village level primary co-operative
society’s were organized by making the oilseeds growers as members in turn
these primary co-operative societies became the members of the apex body at
the state level till June 1990.
During the second phase of the project the structure has been re-organized to
a three tier cooperative structure with the village level Oilseeds Growers'
Cooperative societies affiliated to Regional Unions organized at the district
level and in turn the Regional Unions have been affiliated to the state level
Federation.
The three Regional Unions, registred on 03 rd June 1990, are as shown
below
Union I : Raichur, Gulbarga, Koppal and Bidar districts.
Union II : Bellary, Chitradurga, Davangere and Tumkur
districts
Union II I: Dharwad, Bijapur, Haveri, Gadag,
Bagalkot and Belgaum districts.
Objectives of the Federation:
To carry out activities conducive for economic and socio-
economic development of Oilseed growers by efficient
marketing of commodities.
To carry out activities of production, procurement and
processing of commodities for economic development of
oilseeds growers through the affiliated oilseeds unions.
To develop and expansion into such other allied activities as
may be conducive for the promotion of edible oil industry,
improvement of land, increase of productivity of oilseeds per
ha. and economic development of those engaged in oilseeds
production
OILSEEDS GROWERS O-OPERATIVES (OGC).
At Village level as on 31.03.1999, 390 OGCS have been organized covering
3197 villages with member oilseed area of 3,65,315 hectares. The number of
members are 1,53,625.
Guidance and supervision from the Regional Unions
To encourage production and productivity of
oilseed by giving guidance and technical assistance to members.
To procure oilseeds from the Oilseed
Growers at their door step.
To undertake necessary agricultural extension
for the benefit of member growers.
To provide technical input to member
growers.
To market edible oil and other products
manufactured by the Regional Unions.
Area Agronomic Centre, (Keremathihalli in Haveri District):
The Federation has been giving highest priority for increasing the supply
of improved seed. Towards this end, the Federation has set up an Area
Agronomic Centre at Haveri with net cultivable area of 23.2ha, where various
techniques for multiplication of breeder seeds and adaptive research is carried
out. This farm is situated at Keremathihalli village in Haveri district where it
also functions as demonstration centre for trials and improved methods of
cultivation.
Training centre:
The federation has set up a training Centre along with the Area
Agronomic Centre to train the field staff, society secretaries, demonstration
growers, seed grower members etc.
Processing Plants:
The project has got a processing plant at Hospet in Bellary district with a
capacity of 250 tones per day Groundnut Crushing, a 50 TPD sunflower
crushing capacity, a 100 TDP solvent extraction plant and a 50 TDP continuous
refinery. This plant comes under Hospet Regional Union.
The Raichur Regional Union has an Oil Processing plant at Raichur with
facilities of 140 TDP oilseeds crushing,70 TDP solvent Extraction, 20 TDP
refinery and 100 TDP cottonseed preparatory section. The plant was purchased
from Karnataka Agro Proteins Ltd, at a total cost of Rs.2.46 cores during the
year1992. The Federation under its direct control has a crushing unit situated at
Devanagere acquired from Karnataka Co-operative Marketing Federation with
50 TDP Groundnut crushing capacity, during July 1992 at a total cost of Rs.1.25
cores.
Oil Packaging station, Whitefield
KOF has modern edible oil packaging plant at Whitefield, Bangalore.
Various types of edible oils are packed in sachets, Bottles, jerry cans and
Barrels to suit the market requirements. NDDB also utilize the surplus capacity
of the packing plant to pack "Dhara Health"-a premium sunflower oil brand of
NDDB.
Marketing
KOF and its regional Unions are marketing edible oils consumer packs
the extent of 1300 MTs per month. OF is the brand leader in "Safal" Double
filtered Groundnut oil, since last 15 years Even in spite of server competition
from national players and Regional players KOF has a consistent growth in
consumer marketing activities. KOF’s major strength is consistent quality and
timely supplies. OF is also catering edible oils to major factory canteens (both
private and public sectors) in and around Bangalore. KOF has got strong
distribution network all over Karnataka which is the backbone in FMCG
marketing.
Brand Content
KOF markets following edible oils under the corporate brand name of "Safal"
in consumer packs:
Safal - Refined/Filtered Groundnut
Oil
Safal
Sunglod
- Sunflower Oil
Safal
premium
- Refined Sunflower Oil
Safal - Pure Coconut Oil
Safal - Pure Farm Fresh Peanuts.
All these Products carry the Government of India’s "AGMARK" seal which is a
certification that ensure the purity and quality of the products.
Financial Performance:
KOF and its three Regional Unions started posting profits consistently from
the last four years. During the year 2002-03. KOF and regional unions are likely
to post the net profit. Through the vegetable oil industry is sick due to edible
oils imports under OGL, KOF and its Regional Oil Union have survived and
started posting net profits. This achievement is possible to KOF because of
dynamic and dedicated Board, Officers, Employees, strong marketing network
and grass root village level farmers networks to source the raw materials.
Cost Cutting:
KOF and its Regional Unions have reduced its administrative overheads to
the tune of 35% and also reduced the man power strength by implementing
Voluntary Retirement Scheme (VRS) and almost 25% of the manpower is
reduced.
PSS Operation:
KOF is acting as sub agent of Nafed in Karnataka for PSS operation. This
avoids distress sale of oilseeds by the farmer of Karnataka state. KOF procured
oilseeds under support price scheme from village level co-operative societies.
KOF has procured huge quantities of oilseeds during 1999-2000 up to 2002-
2003.Farmers are happy with the PASS operation undertaken by KOF.
AWARDS:
Second Best Productivity Award from the national productivity
Council during 1985-86
Best Productivity Award during 1987-88 for its over all progress in
the Oilseeds sector form the National productivity Council.
International Diamond Star Award for Quality form national
Institute of Marketing Mexico during the year 1994-95.
Award for excellence and commitment to quality of the year 1995-
96 by national Productivity Council.
Certificate of Merit Award for the year 197-98 in the category of
Marketing and Oilseeds Federations sector from National
Productivity Council, New Delhi.
Second Best Productivity Award for the year 1998-99 in the
category of Marketing & Oilseeds Federations Sector From
National Productivity Council, New Delhi
First Award For the year 2002-03 and second Award for the year
2003-04 form National Productivity Council, New Delhi.
Government of India in mid 1980’s started the “Technology
Mission on Oilseeds and Pulses” (TMOP) in order to enhance
productivity in Oil-seeds and make India sold sufficient
in Edible Oil. On 22-08-1984, Government of
Karnataka approved the implementation of National
Dairy Development Board’s NDDB Project and hence
the Karnataka Co-operative Oilseeds Growers
Federation Limited came in to existence.
Safal Double Filtered Groundnut Oil
Safal Double Filtered Groundnut oil is produced from selected farm fresh
Groundnuts in a very hygienic condition without loss of any natural vitamins,
original in nature having more shelf life without any artificial preservatives.
The oil contains all natural vitamins and rich in taste having traditional
importance called as king of oils. Safal Double Filtered Groundnut Oil is well
nutritioned oil preferred by all age groups / house holds and most popular /
highest selling brand in Karnataka. Safal Double Filtered Groundnut Oil is
available in consumer packs like ½ Ltr / 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry can
and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels for usage by
Hotels, canteens, caterers, sweet stalls etc.
Safal Golden Refined Groundnut Oil
Safal Golden Refined Groundnut Oil is manufactured out of original
groundnut oil produced from selected quality Groundnuts. The oil is Refined
suit to modern taste / food style by reducing the colour / removing the odor
while maintaining all natural nutrition / vitamins. The most preferred refined oil
for preparing premium range sweets / other dishes by above middle class / high
income groups. Safal Golden Refined Groundnut Oil is available in consumer
packs like 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry can and Bulk packing of 15 Ltr /
15 kg Tins / 100 kgs HDPE Barrels for usage by Hotels, sweet / confectionery
units, Bakeries etc..
Sungold Refined Sunflower Oil
Sungold Refined Sunflower Oil is arrived from original Sunflower seed
Oil, light in colour without having odour and wax. The MUFA (Mono
Unsaturated Fatty Acid) in the oil helps in maintaining the cholesterol level in
the human blood and helps in protecting health from heart related diseases. The
oil is rich with “C” and “E” vitamins naturally available in the Sunflower oil
and most popular / widely accepted oil in refined oil range. The Sungold
Refined Sunflower Oil is pure and the only oil with AGMARK certification,
available at most reasonable price. The Sungold Refined Sunflower Oil is most
preferred refined oil by house holds and bulk users like Hotels, Canteens, Sweet
stalls, Caterers etc, or its reusable quality without having any un-liked odour.
Sungold Refined Sunflower Oil is available in consumer packs like ½ Ltr pouch
/ 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry cans / Pet jars and Bulk packing of 15 Ltr /
15 kg Tins / 100 kgs HDPE Barrels.
Uttam RBD Palmolien
Uttam RBD Palmolien is good in quality and arrived out of imported
Palmolien does not have any odour, wax and having more shelf life for the fried
dishes. The RBD Palmolien helps in maintaining low cholesterol level in the
blood and economically priced reaching all the income groups customers and
most preferred by the commercial users like Hotels, Caterers, Bakeries,
Condiments / Confectionery Units etc. Uttam RBD Palmolien is available in
consumer packs like 200 Ml pouch / 1 Ltr pouch and Bulk packing of 15 Ltr /
15 kg Tins / 100 kgs HDPE Barrels.
Suguna Refined Soyabean Oil
Refined Soyabean Oil is rich nutrition and most popular / widely used oil
in western countries. Soyabean Oil is extracted from quality Soyabean seeds and
further processed to reduce the colour and fishy odor which is inherent in the
Soyabean. The Suguna Refined Soyabean oil is rich in nutrition with linolic acid
contents in the oil which is good for health. The Refined Soyabean Oil is best
priced in the refined oil range widely accepted by consumers and bulk users
preferably by modern world Hotels, Fast food centers, Pizza corners, chines
restaurants etc.
Safal Pure Coconut Oil
Safal Pure Coconut Oil is processed from selected copra arrived out of
well grown Coconuts in South Indian coastal belts, having pleasing flavour and
aroma finds extensive use in food, toiletry and industrial sectors because of its
unique characteristics. Safal Pure Coconut Oil is light in colour, ideal for deep
frying, better shelf life for fried products, ideal confectionery fat, gives better
taste for traditional rich coastal foods. Safal Pure Coconut Oil is also used as
best cosmetic alternative since it is skin friendly oil, superior baby oil, good
emollient on skin, skull and hair, gives softness to skin, protects skin from heat,
nourishes the hair roots and provide gloss to hair and contains vitamin “E”.
Safal Pure Coconut Oil is available in economy range bulk packs for edible /
cooking range like 1 Ltr / 1 Kg Jar, 5 Kg Jar, 15 Kg Tin / Jar and also available
in various small pack sizes like 50 Ml / 100 Ml / 200Ml / 500 Ml Bottles
convenient for cosmetic usage.
Safal Coffee Powder
Safal Coffee Powder is special blend manufactured from selected coffee
beans produced in Chickmaglur. Chickmaglur is World famous Coffee beans
producer and it’s quality having good flavour and aroma. Safal Coffee Powder
is of 65:35 blend, 65% coffee powder is mixture of selected arabika and robsta
beans. Coffee powder is available in both powder and filter farm. Our coffee
powder is specialized in good yield of coffee with good aroma smell and
flavour. Coffee powder available in 500 gm, 200 gm, 100 gm and 50 gm packs
at all leading counters in our area of operation.
4. DESIGN OF THE STUDY
OBJECTIVES OF THE RESEARCH1. To study the oil purchase behaviour of industrial customers
2. To study the consumption patterns for KOF oil among industrial
customers
3. To estimate the potential demand for KOF oil by the industrial
customers
4. To develop the database on the characteristics of the industrial
customers
5. To develop suitable strategies for marketing of oil to industrial
customers
SUB-OBJECTIVES OF THE RESEARCH
1. To know the competitors potential in the same area.
2. Observation of the market
3. Suggesting areas for improvement vis-à-vis competitors practice
Scope of the study
The data was collected from the industrial customers across Hubli-
Dharwad city
The total sample size for the study is 200.
The study involves ascertaining the customer perception towards various
areas such as product, price, quality, promotions offered, credit system
and packing etc and developing suitable strategies to market Safal (KOF)
oil.
5. METHODOLOGY
Meaning:
A research design is a method and procedure for acquiring information
needed to solve the problem. A research design is a basic plan that helps in data
collection or analysis. It specifies the type of information to be collected, the
source and collection procedure. A good research decision will ensure that the
data collected is relevant to the objectives to be achieved.
Research MethodThere are mainly five types of research methods used in a study.
They are:
Observation
Survey
Analysis
For this study, the survey and analysis method were the more appropriate
methods among all methods because the study required the responses from the
respondents and survey method and their respective analysis suited the most.
The category of research undertaken for this study is the survey method.
The prime objective of this study is to develop suitable strategies to market
Safal Edible oil to the industrial customers. To know the purchase behaviour,
consumption pattern of retailers the observation was done at the 10
predetermined customers in Hubli-Dharwad cities as exponential research. This
was taken as the base to develop the questionnaire for industrial customers.
Further the responses from 200 respondents were collected.
6. DATA TYPE
Primary data:
Primary data is the data, which is collected at the first hand either by the
researcher or by someone else especially for the purpose of the study.
Communication and observation are two basic means of obtaining primary data.
Communication involves the questioning of respondents to secure the
described information using a data collection instrument.
Observation does not involve questioning. Rather it means that the
situation of interests is checked and the relevant facts, actions and behaviour are
recorded.
The primary data for this study was collected through structured
questionnaires. This method of data collection is quite popular, particularly in
case of big enquiries. A structured questionnaire has been used to survey the
indusrial customers.
Primary data
Collected from personal interviews using a structured questionnaire
Secondary data:
Secondary data includes those data, which are collected for some earlier
research work and are applicable in the study, the study researcher has presently
undertaken.
Efficacious use of secondary data can both save money and time of the
researcher. The researcher using secondary data must also know the
fundamentals of the primary data collection. Secondary data is a valuable source
of data.
Though the secondary data is less expensive and can be collected within
a short period of time yet, they do not solve the research problems completely.
This may be due to different units of its measurement, different classes
employed to report data, which may become outdated by the time of its
publication, this data may not be adequately processed, it may not be sufficient
and so on.
The source of secondary data for this research are mainly
The company website: http:/www.kof.co.in
Union Manual
Telephone Directory
District Statistic Office
Hotel Association Hubli-Dharwad
Company database, website, journals and reports
7. SAMPLING PROCEDURE
In the study of this kind primary data plays a vital role. Regardless of the
method used to obtain the primary data (experimentation, observation and
survey), the researcher has to decide whether the data to be obtained from every
unit of the population under study or only a representative portion of the
population will be used. The first approach, which is collecting data about each
and every unit of the population, is called census method. The second approach,
where only a few units of population under study are considered for analysis is
called sampling method.
Sampling plan
Type of sampling: The sampling is non-probability convenient sampling of
customers. The respondents are chosen according to the convenience of the
researcher.
Sample size: The total sample size for the study was 200 respondents.
Research Instrument
The instrument used in the study is – a structured questionnaire.
Method of data collection
The data was collected by Personal interview and Telephonic interview
with the respondents.
Limitations of the study
Every research is carried under some boundaries and this research is
not an exception.
The limitations of this research are:
The opinion of the respondents may not represent the whole
population.
Due to the limitations of time, a larger respondent base could not be
covered and was limited to a sample size of 200 respondents.
There might have been tendencies among the respondents to filter
their responses under the given conditions.
Analysis of data obtained from the questionnaire was done on the
assumption that honest and correct information had been given by
the respondents.
8. TOOLS OF ANALYSIS
a) Statistics
It is concerned with scientific method fro collecting, organizing,
summarizing, presenting and analyzing data as well as drawing valid
conclusions and making reasonable decisions on the basis of such analysis.
b) Statistical tools available for analysis 2
1. Classification and tabulation
It gives a proper understanding that is how the data is to be collected and also
provides genuine interest in handling numerical data. There are two types of
data that are to be collected and analysed in statistics. These are
i) Primary data- the data that are collected first hand by someone
specifically for the purpose of facilitating the study and
ii) Secondary data-any data that have been gathered earlier for some
purpose are secondary data.
Which is further divided into qualitative data and quantitative data.
2. Graphical Representation
It is another way representing the data in the form of diagrams and graphs. It is
used to present the scattered, unorganised and ill structured data in a well
understandable and acceptable way. There are several types of graphical
representation methods such as
i) Range graphs
ii) Frequency graphs
a) Histogram b) Polygon c) Frequency curve
d) Ogive Curves e) Lorenz Curve f) Z-Chart.
iii) Ratio Scale graphs
iv) One dimensional diagrams
a) Line graph b) Simple Bar Diagram c) Multiple bars
v) Two dimensional diagrams
Circular or Pie Diagrams
2 Fundamentals of Statistics by J. C. Berry pp 23-196
3. Measures of Central Tendency (Measures of location)
Arithmetic Mean, weighted mean, the median, the mode, the geometric mean
and the harmonic mean these tools are very much essential to indicate the
characteristics of the entire data, to facilitate comparisons.
4. Measures of dispersion (Measures of variability)
It is the extended version of central tendency which not only characterizes the
data but also indicates the extent of variability in a distribution which is one step
ahead and near to the clear understanding of the pattern of the data. There are
four types of dispersion viz., the range, the inter-quartile range or the quartile
deviation, the mean deviation and the standard deviation.
5. Testing Hypothesis
A hypothesis is a proposition that we want to rectify. For example we
think that the companies manufacturing mobiles spend at least 20 percent of
their annual profits on advertising. This is a statement or a proposition that we
would like to verify whether it is true or not. For this we need to collect relevant
information, process it using statistical techniques and then test the above
hypothesis.
It consist of null hypothesis-it states a positive statement and it is indicated as
“Ho”
For ex: Ho: Companies spend 20 % of their annual income on advertisements
and a alternative hypothesis states a negative statement and its is denoted as
“H1”
For ex: H1: Companies do not spend 20 % of their annual income on
advertisements.
Later the analysis shows which statement is right by accepting a statement
which tends reject the other one and vice versa.
6. Regression Analysis
Regression is a statistical technique to predict one variable from another
variable and it is confined to bivariate data.
Multiple Regression is the further step to indicate the process of predicting one
variable from two or more variables instead of only one.
7. Correlation analysis
Correlation is to know the inter dependency of one variable over the other it also
provides enormous information to ascertain the association between two
variables such as relation between the two variables, relatedness or independent
ness of two variables, to know the nature and strength of the variables and also
to access the casual relationship between them. This means that the variation in
one variable causes variation in another.
Multiple Correlations is to ascertain the interdependency, relatedness between
two or more variables.
c) Tools used for analysis
Frequency Ratios
Quartile Percentiles
Graphical and diagrammatic representation
Cross Tabulations
Factor Analysis
Chi Square- Goodness of fit test
9. ANALYSIS
1. Type of BusinessFrequency Percent Valid Percent Cumulative Percent
Hotel 81 40.5 40.5 40.5Industrial Canteens 13 6.5 6.5 47.0
Educational Institution Canteens
15 7.5 7.5 54.5
Bus and Railway Station Canteens
6 3.0 3.0 57.5
Bakeries 27 13.5 13.5 71.0Sweet marts 12 6.0 6.0 77.0Kirana Stores 46 23.0 23.0 100.0
Total 200 100.0 100.0
2. Type of oilFrequency Percent Valid Percent Cumulative Percent
Valid Groundnut 38 19.0 24.7 24.7Sunflower 10 5.0 6.5 31.2Vanaspati 12 6.0 7.8 39.0
Palm 64 32.0 41.6 80.5Soyabeen 30 15.0 19.5 100.0
Total 154 77.0 100.0Missing System 46 23.0
Total 200 100.0
3. Usage of any other brandFrequency Percent Valid Percent Cumulative Percent
Valid Yes 52 26.0 33.8 33.8No 102 51.0 66.2 100.0
Total 154 77.0 100.0Missing System 46 23.0
Total 200 100.0
4. Reasons for changing the earlier brandFrequency Percent Valid Percent Cumulative Percent
Valid Rate 17 8.5 63.0 63.0Poor quality 1 .5 3.7 66.7Irregularity of
supply9 4.5 33.3 100.0
Total 27 13.5 100.0Missing System 173 86.5
Total 200 100.0
5. Mode of payment
Frequency Percent Valid Percent
Cumulative Percent
Valid Cash 53 26.5 26.5 26.5Credit 147 73.5 73.5 100.0Total 200 100.0 100.0
6. Credit periodFrequency Percent Valid
PercentCumulative Percent
Valid Week 120 60.0 82.8 82.8Fortnight 13 6.5 9.0 91.7
Month 12 6.0 8.3 100.0Total 145 72.5 100.0
Missing System 55 27.5Total 200 100.0
7. Sort of Agreement for creditFrequency Percent Valid Percent Cumulative
PercentValid Written Agreement 34 17.0 18.8 18.8
Oral Communication 147 73.5 81.2 100.0Total 181 90.5 100.0
Missing System 19 9.5Total 200 100.0
8. Procedure of PurchaseFrequency Percent Valid
PercentCumulative Percent
Valid Market price
173 86.5 86.5 86.5
Negotiated price
27 13.5 13.5 100.0
Total 200 100.0 100.0
9. Opinion about PriceFrequency Percent Valid
PercentCumulative Percent
Valid Very High 133 66.5 66.5 66.5High 67 33.5 33.5 100.0Total 200 100.0 100.0
10. Frequency of PurchaseFrequency Percent Valid
PercentCumulative Percent
Valid Daily 62 31.0 31.0 31.0Weekly 66 33.0 33.0 64.0
Fortnightly 46 23.0 23.0 87.0Monthly 26 13.0 13.0 100.0
Total 200 100.0 100.0
11. Ordering ProcedureFrequen
cyPercent Valid
PercentCumulative
PercentValid Telephone
enquiry67 33.5 33.5 33.5
Personal enquiry
87 43.5 43.5 77.0
Supplier visit 46 23.0 23.0 100.0Total 200 100.0 100.0
12. Judging the Quality of OilFrequency Percent Valid
PercentCumulative Percent
Valid Colour 13 6.5 6.5 6.5Smell 80 40.0 40.0 46.5
Taste of cooked food
52 26.0 26.0 72.5
Burning duration 27 13.5 13.5 86.0Others 28 14.0 14.0 100.0Total 200 100.0 100.0
13. Reason for Preferring Branded Edible oilFrequency Percent Valid Percent Cumulative Percent
Valid Packing ensures quality
27 13.5 13.5 13.5
Correct weight 40 20.0 20.0 33.5Convenient to handle 67 33.5 33.5 67.0
Packed oil is hygienic
53 26.5 26.5 93.5
Packs can be reused for some other
purposes
13 6.5 6.5 100.0
Total 200 100.0 100.0
14. Preference of PackageFrequency Percent Valid
PercentCumulative
PercentValid Pouch 50 25.0 25.0 25.0
Pet Bottle 53 26.5 26.5 51.5Jerry Can 40 20.0 20.0 71.5
Tins 20 10.0 10.0 81.5Barrels 37 18.5 18.5 100.0Total 200 100.0 100.0
15. Usage of OilFrequency Percent Valid Percent Cumulative
PercentValid General
cooking96 48.0 48.0 48.0
Sweets preparation
24 12.0 12.0 60.0
Bakery items 34 17.0 17.0 77.0Resale 46 23.0 23.0 100.0Total 200 100.0 100.0
16. Variation in the PurchaseFrequency Percent Valid
PercentCumulative Percent
Valid Definitely varies
48 24.0 24.0 24.0
May Vary 110 55.0 55.0 79.0Remains the same
42 21.0 21.0 100.0
Total 200 100.0 100.0
17. Awareness towards SafalFrequency Percent Valid
PercentCumulative Percent
Valid Yes 155 77.5 77.5 77.5No 45 22.5 22.5 100.0
Total 200 100.0 100.0
18. Tried Safal BrandsFrequency Percent Valid
PercentCumulative Percent
Valid Yes 65 32.5 67.3 67.3No 134 67.0 32.7 100.0
Total 199 99.5 100.0Missing System 1 .5
Total 200 100.0
19. Opinion about Contract with KOFFrequency Percent Valid Percent Cumulative Percent
Valid Will certainly buy 76 38.0 38.0 38.0
Probably would like to buy
57 28.5 28.5 66.5
Not decided 26 13.0 13.0 79.5Probably would
not buy25 12.5 12.5 92.0
Definitely would not buy
16 8.0 8.0 100.0
Total 200 100.0 100.0
10. CHI-SQUARE TEST-GOODNESS OF FIT
Problem: In this marketing project, company faces the problem of selection of
appropriate sizes for package design. There are five different sizes of packaging viz.
pouch, pet bottle, jerry can, tins and barrels. Out of these five the packages, which is the
most preferred one?
Package SizePreference
by Customers
Pouch 50
Pet Bottle 53
Jerry Can 40
Tins 20
Barrels 37
Total 200
Do the consumer preferences for package sizes show any significant difference?
Solution: If you look at the data, you may be tempted to infer that pet bottle is the
most preferred package size. Statistically, you have to find out whether this
preference could have arisen due to chance. The appropriate test statistic is the ²
test of goodness of fit.
Null Hypothesis: All package sizes are equally preferred.
Alternative Hypothesis: They are not equally preferred
Package Size ObservedFrequencies (O)
ExpectedFrequencies (E) (O-E)2 (O-E)2/E
Pouch 50 40 100 2.5
Pet Bottle 53 40 169 4.225 Jerry Can 40 40 0 0.000
Tins 20 40 400 10.00 Barrels 37 40 9 0.225 Total 200 200 16.95
Under the null hypothesis of equal preference for all package sizes being true, the
expected frequencies for all the package sizes will be equal to 40. Applying the
formula
χ 2= (O E/E)
2
we get the computed value of chi-square (χ²) = 16.95
The critical value of χ 2 at 5% level of significance for 4 degrees of freedom is
9.488. So, the null hypothesis is rejected. The inference is that all package sizes
are not equally preferred; hence preference has not occurred by chance by the
customers. In particular, Pet Bottle is the most preferred one. The marketing
manager can introduce and enhance Pet Bottle package in the market.
11. CROSS TABULATION BETWEEN TYPE OF BUSINESS AND
TYPE OF OIL CONSUMPTION
Case Processing SummaryCases
Valid Missing Total
N Percent N Percent N Percent
Type of Business *
Type of oil
154 77.0% 46 23.0% 200 100.0%
Type of Business * Type of oil CrosstabulationCount
Type of oil Total
Groundnut Sunflower Vanaspati Palm Soyabeen
Type of
Business
Hotel 32 5 2 42 81
Industrial
Canteens
2 2 1 8 13
Educational
Instn
Canteens
4 3 1 7 15
Bus and
Railway
Station
Canteens
6 6
Bakeries 4 11 12 27
Sweet marts 8 2 2 12
Total 38 10 16 76 14 154
Cross Tabulation continued
12. OBJECTIVE WISE ANALYSISTable 1 shows the type of industrial customers viewed interviewed
Type Number of Respondents
Percentage (%)
Hotels 82 41 %
Industrial canteens 13 6.5 %
Educational Institution canteens
15 7.5 %
Bus and railway station canteens
6 3 %
Bakeries 27 13.5 %
Sweet marts 11 5.5 %
Retail Shops 46 23 %
Total 200 100 %
Interpretation: The survey consists of 41 % hotels, 6.5% Industrial
canteens, 7.5 % educational institution canteens, 3 % bus and railway station
Kirana Stores
Associated Agencies andw holesale Traders
Directly from mill
Direcly from KOF
restaurants, 13.5 bakeries, 5.5 % sweet marts, and 23 % retail shops in and
around Dharwad-Hubli cities.
Objective 1: Purchase Behaviour of the industrial customers1. Place of Purchase
Interpretation: As per the survey 51% customers purchase their
required oil from the nearby retailers, 21% purchase from associated agencies
and wholesale traders, 18 % directly from the mills around and 10 % purchase
from KOF Hubli.
2. Facilities offered by the suppliers
Facilities Frequency Percent
Credit Facility 54 26.7
Emergency
Services
14 6.7
Free Delivery 27 13.3
Bulk buying
discount
14 6.7
1 + 2 14 6.7
1+2+3 27 13.3
1+3+4 14 6.7
2+3+4 14 6.7
1+2+3+4 27 13.3
Total 200 100.0
3. Mode of Payment
Interpretation: Only 26.7 % of the customers purchase directly by
paying cash and the rest 77.3 % of the customers are availing the facility of
Credit..
4. Credit Period offered by the suppliers
Interpretation: 60 % of the customers will avail 1 week credit period,
and 6.8 and 6.7 % customers will avail fortnight and monthly credit period and
rest 26.7 % purchase directly by paying cash.
5. Sort of Agreement for credit facility
Interpretation: 73.3 % of customers have oral communication sort of
agreement between their suppliers and the rest avail cash business.
6. Restriction for ordering the quantity
Interpretation: Only 20 % of the population has restriction over
ordering quantity and rest can order as much as they require.
7. Procedure followed while purchasing oil
Interpretation: Only 13.3 % of the customers purchase by negotiating
and the rest 86.7% purchase by ruling rate i.e. at market price.
8. Customers opinion about price of the oil
Interpretation: 66.7 % of the customers prefer price is very high and
the rest 33.3 % prefer it as only high.
9. Ordering or procuring procedure of edible oil
Interpretation: 33.3 % customers enquire over a phone a and then
places the order, 43.4 % customers prefer personal means of procuring oil from
dealers, 23.3 % customers place order to the salesman of the dealer and get
placed the order.
10. Means of judging the quality of oil
Interpretation: 6.7 % customers judge the quality of oil on the basis of
colour, 40 % on smell of the food, 26.6 % on taste of the food, 13.3 % on the
burning duration of oil and lastly 13. 1% on the basis of some other factors
11. Reason of preferring branded edible oil
Interpretation: 13.3 % customers purchase branded oil because of
packing ensures quality of oil, 20 % because of convenience in handling, 33.3 %
prefer branded oil because its hygienic, 26.7 % customers prefer branded oil
because the containers reusable quality, and lastly the remaining 6.7 % prefer
branded oil because of both ensuring quality and convenient aspects.
12. Utilization of the product
General cookingResaleBakery items
Special food
Interpretation: 48 % customers use edible oil for general cooking purposes,
23 % use for reselling purposes, 17% for preparing sweets and lastly 12 % for
preparing special food.
13. Variation in purchase pattern with the change in price
Groundnut23%
Sunflower13%
Palm28%
Vanaspati14%
Soyabean8%
Ghee14%
Groundnut Sunflower Palm Vanaspati Soyabean Ghee
Interpretation: 24% customers opinion is their purchase patter will definitely
change with the change in price, 21 % customers opinion is their purchase
pattern will remain the same with the change in price and 55% customers
opinion is their purchase patter may change with the change in price.
Objective 2: Consumption Patterns of the Industrial Customers
1. Different brands used by the customers
Ruchigold, Fortune, Goldwinner, Saffola, Safal, DR, Sunflower, Gemini,
Sungold, Vijaylaxmi, Dhara, and some loose brands these are some of the major
edible oil players in and around the arcade of Hubli-Dharwad cities.
2. Edible oil types and their consumption demand
Interpretation: From the above graph we can make out that majority of
the industrial customers of edible oil prefer palm oil in a greater extent, then
ground nut oil, followed by vanaspati 14%, sunflower 13%, ghee 14% and
Soyabean 8%
3. Customers proportion earlier who were using some other brands
Interpretation: The above signifies that only 33.3% have tried to shift
from their earlier brands and rest 66.7 % have remained to their existing brands
because of some factors.
4. Reason for shifting from earlier brands
Interpretation: 34 % of the customers have changed their brands because of
the price variation in the market, 7 % of the customers have changed because of
irregularity in the supply, and the rest are 59% are considered to be as brand
loyal customers.
5. Net branded oil consumption in Hubli Dharwad cities3
Sl. No. Type of oil Quantity
Kgs/Month
Percentage
1 Groundnut oil 58623 38.4 %
2 Sunflower 25009 16.43 %
3 Vanaspati 8356 5.48 %
3 District Statistic Office Gadget.
4 Soyabean 1258 0.8 %
5 Palm 59349 38.89 %
Total 1,52,595 kgs 100
6. Industrial customer’s consumption
Sl.
No.
Type of oil Quantity
Kgs/Month
Percentage
1 Hotels 89188 39.17
2 Industrial canteens 428 .19
3 Educational Institution
canteens
950 .42
4 Bus and railway station
canteens
1580 .69
5 Bakeries 31702 13.92
6 Sweet marts 62325 27.37
7 Hostels 1219 .535
8 Retail Shops 40284 17.69
Total 2,27,676
Kgs
100
7. Frequency of purchase
Interpretation: 24.7% customers prefer daily purchases, 60 % prefer
weekly purchasing, 8.7% prefer fortnightly purchases and 6.6 % customers
prefer monthly purchases.
8. Utilization of the product
General cooking
Resale
Bakery items
Special food
Interpretation: 48 % customers use edible oil for general cooking
purposes, 23 % use for reselling purposes, 17% for preparing sweets and lastly
12 % for preparing special food.
Objective 3: Estimation of Potential Demand
1. Net branded oil consumption in Hubli Dharwad cities
Sl. No. Type of oil Quantity
Kgs/Month
Percentage
1 Groundnut oil 558623 40.4 %
2 Sunflower 75009 5.425 %
3 Vanaspati 98356 7.11 %
4 Soyabean 91258 6.6 %
5 Palm 559349 40.465 %
Total 13,82,595
kgs
100
2. Industrial customer’s consumption
Sl.
No.
Type of customers Quantity
Kgs/Month
Percentage
1 Hotels 289188 55.85
2 Industrial canteens 428 .08
3 Educational Institution
canteens
950 .18
4 Bus and railway station
canteens
1580 .30
5 Bakeries 51702 10
6 Sweet marts 92325 17.83
7 Hostels 1219 .235
8 Retail Shops 80284 15.50
Groundnut23%
Sunflower13%
Palm28%
Vanaspati14%
Soyabean8%
Ghee14%
Groundnut Sunflower Palm Vanaspati Soyabean Ghee
Total 5,17,676
Kgs
100
3. Edible oil types and their consumption demand
Interpretation: From the above graph we can make out that majority of
the industrial customers of edible oil prefer palm oil in a greater extent, then
ground nut oil, followed by vanaspati 14%, sunflower 13%, ghee 14% and
Soyabean 8%
4. Factors influencing quality of oil
Interpretation: 6.7 % customers judge the quality of oil on the basis of
colour, 40 % on smell of the food, 26.6 % on taste of the food, 13.3 % on the
burning duration of oil and lastly 13. 1% on the basis of some other factors
13. FINDINGS
The survey consists of 41 % hotels, 6.5% Industrial canteens, 7.5 %
educational institution canteens, 3 % bus and railway station restaurants,
13.5 bakeries, 5.5 % sweet marts, and 23 % retail shops in and around
Dharwad-Hubli cities.
Out of the sample surveyed 51 % of the sample purchase their required
oil from near by retailers, 21% purchase from associated agencies and
wholesale traders, 18 % directly from the mills around and 10 %
purchase from KOF Hubli.therefore retailers are the mainframe partners
for the company and then followed by dealers or traders.
77.5 % of the population is dealing with retailers, suppliers, agencies
through credit, hence providing good credit period and along with some
promos would also yield greater revenue.
There is a greater demand for edible oil in the market as customers are
not arguing or striving to negotiate; they are ready for the market rate, as
86.5% population prefer the oil rate as high. So a greater proportion of
the market is price inelastic.
60 % of the customers will avail 1 week credit period, and 6.5 and 7 %
customers will avail fortnight and monthly credit period and rest 26.5 %
purchase directly by paying cash.
73.5 % of customers have oral communication sort of agreement between
their suppliers and the rest avail cash and carry business.
Only 20 % of the population has restriction over ordering quantity and
rest can order as much as they require.
33.5 % customers enquire over a phone a and then places the order, 43 %
customers prefer personal means of procuring oil from dealers, 23.5 %
customers place order to the salesman of the dealer and get placed the
order.
6.5 % customers judge the quality of oil on the basis of colour, 40 % on
smell of the food, 26.5 % on taste of the food, 13.5 % on the burning
duration of oil and lastly 13. 5% on the basis of some other factors
13.5 % customers purchase branded oil because of packing, which
ensures quality of oil, 20 % because of convenience in handling, 33.5 %
prefer branded oil because its hygienic, 26.5 % customers prefer branded
oil because the containers reusable quality, and lastly the remaining 6.5
% prefer branded oil because of both ensuring quality and convenient
aspects.
48 % customers use edible oil for general cooking purposes, 23 % use for
reselling purposes, 17% for preparing sweets and lastly 12 % for
preparing special food.
24% customers opinion is their purchase pattern will definitely change
with the change in price, 21 % customers opinion is their purchase
pattern will remain the same with the change in price and 55%
customers opinion is their purchase pattern may change with the change
in price.
Ruchigold, Fortune, Goldwinner, Saffola, Safal, DR, Sunflower, Gemini,
Sungold, Vijaylaxmi, Dhara, and some loose brands these are some of
the major edible oil players in and around the arcade of Hubli-Dharwad.
Majority of the industrial customers of edible oil prefer palm oil in a
greater extent i.e. 28 %, then ground nut oil 23%, followed by vanaspati
14%, sunflower 13%, ghee 14% and Soyabean 8%
Only 33.5 % have tried to shift from their earlier brands and rest 66.5 %
have sticked to their existing brands.
34 % of the customers have changed their brands because of the price
variation in the market, 7 % of the customers have changed because of
irregularity in the supply, and the rest are 59% are considered to be as
brand loyal customers. Greater extent of brand loyalty is being seen in
the market.
48 % customers use edible oil for general cooking purposes, 23 % use for
reselling purposes, 17% for preparing sweets and lastly 12 % for
preparing special food.
From the above graph we can make out that majority of the industrial
customers of edible oil prefer palm oil in a greater extent, then ground
nut oil, followed by vanaspati 14%, sunflower 13%, ghee 14% and
Soyabean 8%
6.7 % customers judge the quality of oil on the basis of colour, 40 % on
smell of the food, 26.6 % on taste of the food, 13.3 % on the burning
duration of oil and lastly 13. 1% on the basis of some other factors.
66.5 % of the customers prefer price is very high and the rest 33.5 %
prefer it as only high.
14. RECOMMENDATIONS
1. Estimated potential demand for oil by the industrial consumers is 5,17,676
Kgs per month it constitutes 37.4 % of the net oil consumption Hubli-
Dharwad cities. Among the customers surveyed hotel customers, sweet
marts and retailers are the major constituting 55.85%, 17.83% and 15.50 %
respectively.
2. Palm and groundnut oil are the most consumed oil among the 5 common
types of edible oil. Except for groundnut oil all other types of oil used by
customers were branded.
3. Most customers who are aware of Safal or Sungold brands are under the
impression that these brands are meant for domestic consumption and not for
commercial consumption. Bulk quantity should be posed with greater efforts
to market, which would yield greater and instant sales.
4. Union should concentrate on these industrial customers as they constitute
a greater portion of the market as they consume 37.4% of net consumption.
Personal selling approach, door-to-door selling and any time availability by
some effective distribution points in and around Dharwad cities are some
approaches of acquiring larger market share.
5. Regarding promotions
a. Credit facility- It should be extended to some needy
customers depending on their credit worthiness. In order to
encourage cash sales, the union should extend cash rebate
to institutions who prefer to buy oil on cash basis.
b. Replacement guarantee- this facility is already available
and being extended by the competitors. The union should
introduce this service for quality complaints and damaged
packing at the time of delivery.
c. Door-to-door Sales- An approach, which would give some
competitive edge by serving them at their places by
knowing their need, requirement and suggesting them some
purchase tactics as well because very few competitors have
this tactic in market.
6. Survey still speaks out the unawareness of the products of KOF, it
largely mentions that company has to take necessary steps regarding
basic ground level communication by the aid of;
a. Economic medias like newspapers insertions viz. pamphlets
b. Endorsing some economic programs around Hubli-Dharwad twin
cities where large women population gathers ex children
associated competitions
c. Road shows and acquiring customers during social gathering
7. Shelf-spacing should be well planned and should be maintained in the
outlets, since it influences the buying behavior of consumers to a
reasonable extent, and similarly attracting the customer by making use of
these shelf’s in a proper way.
8. As the competitors have come with strategies that are affecting the
market of KOF, therefore the company should come with strategies that
can counter react to these strategies with respect to pricing, effective
promotion and ease-of-availability of the products.
9. Better incentive or margin can be provided to the retailers or dealers
as they act as a main connectivity to the customers (intermediaries).
10. At most stress should be given to promotions of KOF products with
the aid of media like TV advertisements, road shows, celebrity
endorsements which are the effective tools to leave a strong
impression in the minds of customers.
11. Packaging also plays an important role in the consumer market,
attractive packaging could also yield some greater market share.
12. Majority of the market is being price sensitive pricing strategies can
help company to gain more price sensitive customers.
Some others suggestions
Providing hand pump and measurement jars with large quantity
purchases enabling them to takeout oil from those barrels or cans
A locking system or tap kind of system can be provided to have a
better control over stocking oil for durations
The union should advertise on Government Buses, Rickshaws and
company vehicles regarding KOF, products and offer specifications
it will enhance awareness and pulls the market towards it.
15. SWOT ANALYSIS
STRENGTHS1. KOF’s brand name
SAFAL itself is strength to the company.
OPPORTUNITIES1.Hubli-Dharwad
region is densely covered with
2. Good relation with retailers
3. Direct distribution channel
4. Well accepted quality.
industrial customers and big players of retail like Bigbazaar, More, and RelianceFresh has a greater demand for all the players who process or market edible oil.
2.Greater demand for edible oil in the market customers’ un arguing or non-negotiating attitude towards the price;
3.Growing Health awareness or consciousness.
WEAKNESSES1. Scarcity of required
working capital as it’s a subsidiary of Govt.
2. Existing in the market since 1990’s yet not known to the people.
3. Lesser Promotions of the company.
THREATS1. Intensive
competition by local brands as well as some national brands
2. Price Sensitive market
3. Impact of Commodity market
16. ANNEXURESI. Questionnaire Personal InformationName:____________________________________________________________________________Business Name:__________________________________________________________________Address:__________________________________________________________________________Contact No.:___________________________
1. Which brand’s oil do you use?_______________________________________
2. From where you will purchase the oil?Distributor Name and Address..________________________________________________________________________________________________________________________________________
3. Who is the manufacturer?_____________________________________________________________________
4. What type of oil do you purchase?Groundnut □ Sunflower □ Vanaspati □Soyabean □ Palm □ Others……………………
5. Since how long you are using this brand? ____________ (in months)
6. Have you ever tried any other brand? Name itYes □ No □ (If yes)______________________
7. What are the reasons for switching over?Rate □ Poor Quality □ Irregularity of Supply □Non-availability □ Poor Service □ Other ______________________
8. Do the suppliers offer you any other facilities like Credit Facility □ Emergency Services □Free Delivery □ Bulk buying discount □Any other Specify_____________ □
9. What is the mode of payment? Cash □ Credit □ (if credit go to Q No. 6, 7 & 8)
10. How many days of credit __________
11. What sort of agreement you have for the credit?Written Agreement or bond □ Oral Commitment □Credit Bill □ Bank Guarantee□ Deposits □Any others please specify________________ □
12 Are you ready to do cash and carry business?Yes □ No □
13. What is the minimum quantity of oil do you purchase (in Kgs/month)?________________________________________________________________________
14. What is the procedure followed while purchasing oil?Fixed Rate Contract □ Centralized Purchase □Ruling Rate Contract □ Negotiated Rate □
15. Do you call tenders?Yes □ No □
16. At what time of the year do you call for tenders?Beginning of the year □ Middle of the year □ Year ending □
17. What is your opinion about the price of the oil?Very High □ High □ Reasonable □
18. How frequently you purchase the stock of these products?
Daily □ Weekly □ Fortnightly □ Monthly □
19. How do you order and get the delivery of the edible oil?Telephone enquiry □ Personal enquiry and Purchase □Supplier Visit □ Written Indent to suppliers □Others please specify__________________ □
20. What factor of oil influence you the most? (In the order of preference)
Factor I II IIIPriceQualityBrand
21. How do you judge the quality of the oil?Colour □ Smell □ Taste of Cooked Food □Burning Duration □ Others______________
22. You prefer to purchase edible oil becausePacking ensures quality □ Correct Weight □Convenient to handle □ Packed oil is hygienic □Packs can be reused for other purpose □ No need to carry containers □Any other please specify□…………………23 In what type of package do you buy? Pouch □ Pet Bottle □ Jerry Can □ Tins □ Barrels
□
24. How is edible oil used in your institution/organization?General Cooking □ Sweets Preparation □ Bakery items □Special Food □ Others………………………
25. Does your purchase opinion pattern varies with the change in priceDefinitely varies □ It may Vary □ Remains same □
26. Are you aware of Safal brand of oil?Yes □ No □
27. Have you ever tried these brands?Yes □ No □
28. If Union gets into contract with your institution would you like to buy oil in bulk from the union? (Go to Q no. 29 only if answer is No)Will certainly buy □ Probably would like to buy □Not decided □Probably would not buy □ Definitely not buy □
29. Why do you think you would not buy from the union? (Please give reasons)__________________________________________________________________________________________________________________________________________________________________________________________
Thank you for your kind cooperation
Signature
II. DATA SHEET
1 Ruchigol 1 36 2 . . 1 . . 3 2 . 1 1 2 1 1 3 1 3 1 2 1
1 Ruchigol 1 12 1 DR 1 . 2 2 2 3 2 . 1 2 3 3 3 1 1 2 2 2 1
1 DR 4 15 2 . . 2 1 2 3 2 . 1 1 2 3 3 1 1 2 2 2 2
1 Dhara 1 8 2 . . 2 1 2 3 2 . 2 1 3 2 2 1 1 2 2 2 5
1 Saffola 1 2 1 Goldy 1 . 1 .. 3 2 . 1 1 2 2 2 1 1 2 2 2 3
1 Safal 1 12 2 . . 2 3 2 3 2 . 1 2 1 2 3 1 1 3 1 2 4
1 Safal 4 6 2 . . 1 . . 4 2 . 1 3 2 3 3 3 1 2 2 2 2
1 Ruchiglo 4 15 2 . . 2 1 2 3 2 . 1 1 2 2 4 1 1 1 1 1 3
1 Ruchigol 4 22 1 DR 1 . 2 1 2 3 2 . 2 1 2 4 5 1 1 2 1 2 5
1 Refined 1 14 2 . . 2 1 2 3 2 . 2 1 1 5 4 1 1 1 1 2 4
1 Sunflowe 1 56 2 . . 2 1 2 3 2 . 1 2 2 4 1 1 1 3 1 1 1
1 Safal 4 08 1 DR 1 . 2 2 2 4 2 . 1 2 3 3 3 1 1 2 2 2 3
1 Goldwinn 4 06 2 . . 2 1 2 3 2 . 1 1 2 5 3 1 1 2 1 1 1
1 Fortune 4 11 2 . . 2 1 2 3 2 . 2 3 3 2 2 1 1 2 1 1 2
1 Ruchigol 4 19 1 Safal 3 . 1 . . 3 2 . 1 3 2 2 2 1 1 2 2 2 2
1 Dhara 4 36 2 . . 2 3 2 3 2 . 1 3 2 2 3 3 1 3 2 2 1
1 Ruchigol 4 12 2 . . 1 . . 4 2 . 2 4 2 3 3 1 1 2 1 1 1
1 Healthfi 4 15 1 Gemini 3 . 2 2 2 3 2 . 1 4 1 2 4 1 1 1 1 1 2
1 DR 1 8 2 . . 2 1 2 3 2 . 1 2 2 4 1 1 1 2 1 1 1
1 DR 4 2 2 . . 2 1 2 3 2 . 2 2 1 5 4 1 1 1 1 1 5
1 Healthfi 1 12 1 NR 3 . 2 1 2 3 2 . 2 2 1 4 1 1 1 3 2 2 3
1 NR 1 6 2 . . 2 1 2 3 2 . 1 2 3 3 3 1 1 2 1 1 4
1 Goldwinn 1 15 2 . . 2 1 2 3 2 . 1 1 2 3 3 1 1 2 2 2 4
1 DR 1 22 2 . . 2 1 2 4 2 . 1 3 3 2 2 1 1 2 1 1 1
1 NR 4 14 1 DR 1 . 1 . . 3 2 . 2 3 2 2 2 1 1 2 1 1 1
1 Ruchigol 1 56 2 . . 2 3 2 3 2 . 1 3 1 2 3 1 1 3 1 2 2
1 Ruchigol 4 08 2 . . 2 1 2 4 2 . 1 4 2 3 4 1 1 2 1 1 5
1 DR 2 06 1 . . 2 2 2 4 2 . 2 4 1 2 4 1 1 1 2 2 3
1 Dhara 2 11 2 . . 2 1 2 3 2 . 1 2 2 4 1 1 1 2 2 2 4
1 Saffola 3 19 2 . . 2 1 2 3 2 . 1 2 1 5 4 1 1 1 1 1 2
1 Safal 4 12 2 . . 1 . . 4 2 . 2 1 1 1 1 1 1 3 1 2 3
1 Safal 4 6 1 NR 1 . 2 . 2 4 2 . 1 2 3 3 3 1 1 2 1 1 5
1 Ruchiglo 4 15 2 . . 2 1 2 3 2 . 1 1 2 3 3 1 1 2 1 1 4
1 Ruchigol 4 22 2 . . 2 1 2 3 2 . 1 1 3 2 2 1 1 2 1 2 1
1 Refined 4 14 1 DR 1 . 1 . . 3 2 . 2 1 2 2 2 1 1 2 1 2 3
1 Sunflowe 4 56 2 . . 2 3 2 3 2 . 1 2 2 2 3 2 1 3 1 1 1
1 Safal 1 08 2 . . 1 . . 3 2 . 1 3 2 3 3 2 1 2 1 1 2
1 Goldwinn 1 06 1 . . 2 . 2 3 2 . 1 1 1 2 4 2 1 1 1 1 2
1 Fortune 4 11 2 . . 2 2 2 3 2 . 1 1 2 4 5 2 1 2 1 . 1
1 Ruchigol 1 19 2 . . 2 1 2 4 2 . 2 1 1 5 3 2 1 1 1 1 1
1 Dhara 2 36 2 . . 1 . . 3 2 . 2 2 1 4 1 2 1 3 1 1 2
1 Ruchigol 3 12 1 Healthfi 3 . 2 1 2 3 2 . 2 2 3 3 3 2 1 2 2 2 1
1 Healthfi 2 15 2 . . 2 1 2 3 2 . 1 1 2 3 3 2 1 2 1 1 5
1 DR 4 8 2 . . 2 1 2 3 2 . 1 3 3 2 2 2 1 2 1 1 3
1 DR 2 2 1 . . 1 . . 3 2 . 1 3 2 2 2 2 1 2 2 2 4
1 Healthfi 4 12 2 . . 2 3 2 4 2 . 2 3 2 2 3 2 1 3 2 2 4
1 NR 1 6 2 . . 1 . . 3 2 . 1 4 2 3 4 2 1 2 2 2 1
1 Goldwinn 1 08 1 Ruchi 1 . 2 2 2 3 2 . 1 4 1 2 4 3 1 1 1 2 3
1 DR 4 06 2 . . 2 . 2 3 2 . 2 2 2 4 5 2 1 2 2 1 1
1 NR 4 11 2 . . 2 1 2 4 2 . 1 2 1 5 4 2 1 1 1 1 2
1 Ruchigol 4 19 2 . . 1 . . 3 2 . 1 2 1 1 1 2 1 3 1 1 2
1 Ruchigol 4 12 1 NR 1 . 2 1 2 3 2 . 2 2 3 3 3 2 1 2 1 1 1
1 DR 4 6 2 . . 2 1 2 3 2 . 1 1 2 3 3 2 1 2 2 2 1
1 Dhara 4 15 2 . . 2 1 2 3 2 . 1 3 3 2 2 2 1 2 1 1 2
1 Saffola 4 22 1 DR 2 . 2 1 2 4 2 . 1 3 2 2 2 2 1 2 1 1 1
1 Safal 4 14 2 . . 2 3 2 3 2 . 2 3 1 2 3 2 1 3 1 2 5
1 Safal 4 56 2 . . 1 . . 3 2 . 1 4 2 3 3 2 1 2 1 1 3
1 Ruchiglo 4 08 1 Goldy 1 . 2 1 2 4 2 . 1 4 1 2 4 2 1 1 1 1 4
1 Ruchigol 1 06 2 . . 2 2 2 3 2 . 1 2 2 4 1 3 1 2 1 1 4
1 Refined 1 11 2 . . 2 1 2 3 2 . 1 2 1 5 4 2 1 1 2 2 1
1 Sunflowe 1 19 2 . . 1 . . 4 2 . 2 1 1 4 1 2 1 3 1 2 1
1 Safal 1 36 1 DR 1 . 2 1 2 3 2 . 2 2 3 3 3 2 1 2 2 2 2
1 Goldwinn 1 12 2 . . 2 1 2 3 2 . 2 1 2 3 3 2 1 2 1 1 5
1 Fortune 1 36 2 . . 2 1 2 3 2 . 1 1 3 2 2 2 1 2 2 2 3
1 Refined 4 12 1 Goldy 3 . 1 .. 4 2 . 1 1 2 2 2 2 1 2 1 2 4
1 Sunflowe 4 15 2 . . 2 3 2 3 2 . 1 2 1 2 3 2 1 3 1 1 2
1 Safal 4 8 2 . . 1 1 . 3 2 . 2 3 2 3 4 2 1 2 2 2 3
1 Goldwinn 1 2 1 Raman 1 . 2 1 2 4 2 . 1 1 1 2 4 2 1 1 1 1 5
1 Fortune 1 12 2 . . 2 1 2 3 2 . 1 1 2 4 5 2 1 2 1 1 2
1 Ruchigol 4 6 2 . . 2 1 2 3 2 . 2 1 1 5 4 2 1 1 1 1 2
1 Dhara 4 08 2 . . 1 . . 3 2 . 1 2 1 4 1 2 1 3 1 1 1
1 Ruchigol 4 06 1 Loose 1 . 2 1 2 3 2 . 1 2 3 3 3 2 1 2 1 1 1
1 Healthfi 4 11 2 . . 2 1 2 3 2 . 2 1 2 3 3 2 1 2 1 1 2
1 DR 4 19 2 . . 2 1 2 3 2 . 1 3 3 2 2 2 1 2 1 1 1
1 DR 4 12 1 Unbrande 1 . 1 . . 3 2 . 1 3 2 2 2 2 1 2 1 1 5
1 Healthfi 1 6 2 . . 2 1 2 3 2 . 1 3 2 2 3 2 1 3 2 2 3
1 NR 1 15 2 . . 2 1 2 3 2 . 2 4 2 3 4 2 1 2 1 1 4
1 Goldwinn 1 22 1 . . 2 2 2 4 2 . 1 4 1 2 3 2 1 1 2 2 4
1 DR 1 14 2 . . 2 . 2 3 2 . 1 2 2 4 1 2 1 2 1 2 1
1 NR 1 56 2 . . 2 1 2 3 2 . 1 2 1 5 4 2 1 1 1 2 3
1 Ruchigol 1 36 2 . . 1 . 1 3 2 . 1 2 1 4 1 2 1 3 1 1 1
2 Ruchigol 4 12 1 . . 2 1 2 3 2 . 2 2 3 3 3 2 1 2 1 1 2
2 DR 1 15 2 . . 2 1 2 3 2 . 2 1 2 5 3 2 1 2 1 1 2
2 Dhara 1 8 2 . . 2 1 2 3 2 . 2 3 3 2 2 2 1 2 1 1 1
2 Ruchigol 4 2 1 DR 3 . 1 . 1 3 2 . 1 3 2 2 2 2 1 2 1 1 1
2 Ruchigol 2 12 2 . . 2 1 2 3 2 . 1 3 1 2 3 2 1 3 1 1 2
2 DR 2 6 2 . . 1 . 1 3 2 . 1 4 2 3 4 2 1 2 1 1 1
2 Dhara 3 08 1 NR 1 . 2 2 2 3 2 . 2 4 1 2 4 2 1 1 1 1 2
2 Saffola 4 06 2 . . 2 1 2 3 2 . 1 2 2 4 5 5 1 2 1 1 2
2 Safal 4 11 2 . . 2 1 2 3 2 . 1 2 1 5 4 5 1 1 1 1 1
2 Safal 4 19 2 . . 2 1 2 3 2 . 2 1 1 1 1 5 1 3 1 1 1
2 Ruchiglo 4 12 1 Goldy 3 . 2 1 2 3 2 . 1 2 3 3 3 5 1 2 1 1 2
2 Ruchigol 4 6 2 . . 2 1 2 3 2 . 1 1 2 5 3 5 1 2 1 1 1
2 Refined 4 15 2 . . 2 1 2 3 2 . 2 1 3 2 2 5 1 2 1 1 5
3 Sunflowe 1 22 1 Unbrande 1 . 1 . 1 4 2 . 1 1 2 2 2 5 1 2 1 1 3
3 Safal 4 14 2 . . 2 1 2 3 2 . 1 2 1 2 4 5 1 3 1 1 4
3 Goldwinn 1 56 2 . . 1 . 1 3 2 . 1 3 2 5 4 3 3 2 1 1 4
3 Fortune 4 12 1 Raman 3 . 2 1 2 4 2 . 2 1 1 2 3 5 3 1 1 1 1
3 Refined 2 36 2 . . 2 . 2 3 2 . 1 1 2 4 5 5 3 2 1 1 3
3 Sunflowe 3 12 2 . . 2 1 2 3 2 . 1 1 1 5 4 5 3 1 1 1 1
3 Safal 2 15 2 . . 1 . 1 3 2 . 1 2 1 4 1 5 3 3 1 1 2
3 Goldwinn 4 8 1 Loose 1 . 2 1 2 3 2 . 1 2 3 3 3 5 3 2 1 1 2
3 Fortune 2 2 2 . . 2 1 2 3 2 . 2 1 2 3 3 5 3 2 1 1 1
3 Ruchigol 4 12 2 . . 2 1 2 3 2 . 2 3 3 2 2 5 3 2 1 1 1
3 Dhara 1 6 1 Goldy 3 . 1 . 1 4 2 . 2 3 2 2 2 5 3 2 2 2 2
3 Ruchigol 1 08 2 . . 2 1 2 3 2 . 1 3 1 2 3 5 3 3 1 1 1
3 Healthfi 4 06 2 . . 1 1 1 3 2 . 1 4 2 3 4 5 3 2 1 1 2
3 DR 4 11 1 . . 2 1 2 3 2 . 1 4 1 2 3 5 3 1 2 2 2
3 Ruchigol 4 19 2 . . 2 2 2 3 2 . 2 2 2 4 1 3 3 2 1 1 1
4 Ruchigol 4 12 2 . . 2 1 2 3 2 . 1 2 1 5 4 5 3 1 1 1 1
4 DR 4 6 2 . . 1 . 1 3 2 . 1 2 1 1 1 5 3 3 1 1 2
4 Dhara 4 15 1 . . 2 1 2 3 2 . 1 2 3 3 3 5 3 2 1 1 1
4 Saffola 4 22 2 . . 2 1 2 3 2 . 2 1 2 3 3 5 3 2 1 1 5
4 Safal 4 14 2 . . 2 1 2 3 2 . 1 3 3 2 2 5 3 2 1 1 3
4 Safal 4 56 1 . . 1 . 1 4 2 . 1 3 2 2 2 5 3 2 1 1 4
5 Ruchiglo 4 36 2 . . 2 1 2 3 2 . 2 3 1 2 3 5 3 3 1 1 4
5 Ruchigol 5 12 2 . . 1 1 1 3 2 . 1 4 2 3 4 5 3 2 1 1 1
5 Refined 5 15 1 . . 2 1 2 4 2 . 1 4 1 2 4 5 3 1 1 1 3
5 Sunflowe 5 8 2 . . 2 2 2 3 2 . 2 2 2 4 1 5 3 2 2 2 1
5 Safal 5 2 2 . . 2 1 2 3 2 . 1 2 1 5 4 5 3 1 1 1 2
5 Goldwinn 5 12 1 . . 1 . 1 3 2 . 1 1 1 1 1 5 3 3 1 1 2
5 Fortune 5 6 1 . . 2 1 2 3 2 . 1 2 3 5 3 5 3 2 2 2 1
5 Refined 5 08 2 . . 2 1 2 3 2 . 2 1 2 3 3 5 3 2 1 1 1
5 Sunflowe 5 06 2 . . 2 1 2 3 2 . 1 1 3 2 2 5 3 2 1 1 2
5 Safal 5 11 1 . . 1 . 1 3 2 . 1 1 2 2 2 5 3 2 2 2 1
5 Goldwinn 5 19 2 . . 2 1 2 3 2 . 1 2 1 2 3 1 3 3 2 2 2
5 Fortune 5 12 2 . . 1 . 1 3 2 . 1 3 2 3 4 1 3 2 1 1 2
5 Ruchigol 5 6 1 . . 2 1 2 3 2 . 2 1 1 2 4 1 3 1 1 1 1
5 Dhara 5 15 1 . . 2 2 2 3 2 . 2 1 2 4 1 1 3 2 1 1 1
5 Ruchigol 5 22 2 . . 2 1 2 3 2 . 2 1 1 5 4 1 3 1 2 2 2
5 Healthfi 5 14 2 . . 1 . 1 3 2 . 1 2 1 1 1 1 2 3 2 2 1
5 DR 5 56 1 . . 2 1 2 3 2 . 1 2 3 5 3 1 2 2 1 1 5
5 Healthfi 5 12 2 . . 2 1 2 3 2 . 1 1 2 3 3 1 2 2 2 2 3
5 DR 5 19 2 . . 2 1 2 3 2 . 2 3 3 2 2 1 2 2 1 1 4
5 DR 5 12 1 . . 1 . 1 4 2 . 1 3 2 2 2 1 2 2 1 1 4
5 Healthfi 5 6 2 . . 2 1 2 3 2 . 1 3 1 2 3 1 2 3 2 2 1
5 NR 5 15 2 . . 1 . 1 3 2 . 2 4 2 3 4 1 2 2 1 1 3
5 Goldwinn 5 22 1 . . 2 1 2 3 2 . 1 4 1 2 4 1 2 1 1 1 1
5 DR 5 14 2 . . 2 1 2 3 2 . 1 2 2 4 5 1 2 2 1 1 2
5 NR 5 19 2 . . 2 1 2 3 2 . 2 2 1 5 4 1 2 1 1 1 2
5 Ruchigol 5 12 2 . . 1 . 1 3 2 . 1 2 1 1 1 4 2 3 2 2 1
5 Ruchigol 5 6 1 . . 2 2 2 3 2 . 1 2 3 5 3 4 2 2 2 2 1
6 DR 5 15 2 . . 2 1 2 3 2 . 1 1 2 3 3 4 2 2 1 1 2
6 Dhara 5 22 1 . . 2 1 2 3 2 . 2 3 3 2 2 4 2 2 1 1 1
6 Ruchigol 5 14 1 . . 1 . 1 3 2 . 1 3 2 2 2 4 2 1 1 1 2
6 Ruchigol 5 56 2 . . 2 1 2 3 2 . 1 3 1 2 3 4 2 3 1 1 2
6 DR 3 36 2 . . 1 1 1 3 2 . 1 4 2 3 4 4 2 2 2 2 1
6 Dhara 3 12 1 . . 2 1 2 4 2 . 1 4 1 2 4 4 2 1 1 1 1
6 Saffola 3 15 1 . . 2 1 2 3 2 . 2 2 2 4 5 4 2 2 1 1 2
6 Safal 3 8 2 . . 2 1 2 3 2 . 2 2 1 5 4 4 2 1 2 2 1
6 Safal 3 2 1 . . 1 . 1 3 2 . 2 1 1 1 1 4 2 3 1 1 5
6 Ruchiglo 3 12 2 . . 2 1 2 3 2 . 1 2 3 3 3 4 2 2 1 1 3
6 Ruchigol 3 6 1 . . 2 1 2 3 2 . 1 1 2 3 3 4 2 1 1 2 4
6 Refined 3 08 1 . . 2 1 2 3 2 . 1 1 3 2 2 4 2 2 1 2 4
7 DR, Sunf . . . . 1 . 1 3 2 . 2 1 2 2 2 4 5 2 1 1 1
7 Gemini, . . . . 2 3 2 3 2 . 1 2 1 2 3 4 5 3 1 1 3
7 DR, Sunf . . . . 1 . 1 3 2 . 1 3 2 5 4 4 5 2 2 2 1
7 DR, Gemi . . . . 2 1 2 3 2 . 2 1 1 2 4 4 5 1 2 2 2
7 Gemini, . . . . 2 1 2 3 2 . 1 1 2 4 5 4 5 1 1 1 2
7 Gemini, . . . . 2 1 2 3 2 . 1 1 1 5 4 4 5 1 2 2 1
7 DR, Sunf . . . . 1 . 1 3 2 . 2 2 1 1 1 3 5 3 1 1 1
7 DR, Gemi . . . . 2 1 2 3 2 . 1 2 3 3 3 3 5 2 1 2 2
7 Gemini, . . . . 2 1 2 3 2 . 1 1 2 3 3 3 5 2 1 1 1
7 DR, Gemi . . . . 2 1 2 3 2 . 1 3 3 2 2 3 5 2 2 2 2
7 Gemini, . . . . 1 . 1 3 2 . 2 3 2 2 2 3 5 1 1 1 2
7 DR, Sunf . . . . 2 3 2 3 2 . 1 3 1 2 3 3 5 3 1 1 1
7 DR, Gemi . . . . 1 . 1 3 2 . 1 4 2 3 4 3 5 2 2 2 1
7 Gemini, . . . . 2 1 2 3 2 . 1 4 1 2 4 3 5 1 1 2 2
7 DR, Gemi . . . . 2 . 2 3 2 . 1 2 2 4 5 3 5 1 1 1 1
7 DR, Gemi . . . . 2 1 2 3 2 . 2 2 1 5 4 3 5 1 1 1 5
7 Gemini, . . . . 1 . 1 3 2 . 2 2 1 1 1 3 5 3 1 1 3
7 DR, Gemi . . . . 2 1 2 3 2 . 2 2 3 3 3 3 5 2 1 2 4
7 DR, Sunf . . . . 2 1 2 3 2 . 1 1 2 3 3 3 5 2 1 2 4
7 Gemini, . . . . 2 1 2 3 2 . 1 3 3 2 2 3 5 1 1 2 1
7 DR, Sunf . . . . 1 . 1 4 2 . 1 3 2 2 2 3 5 2 1 1 3
7 DR, Gemi . . . . 2 3 2 3 2 . 2 3 1 2 3 3 5 3 1 1 1
7 Gemini, . . . . 1 . 1 3 2 . 1 4 2 3 4 3 5 2 1 1 2
7 DR, Gemi . . . . 2 1 2 3 2 . 1 4 1 2 4 3 5 1 1 1 2
7 DR, Sunf . . . . 2 1 2 3 2 . 2 2 2 4 5 3 5 1 1 1 1
7 Gemini, . . . . 2 1 2 3 2 . 1 2 1 5 4 3 5 1 1 1 1
7 DR, Sunf . . . . 1 . 1 3 2 . 1 1 1 1 1 3 5 3 2 2 2
7 DR, Gemi . . . . 2 1 2 3 2 . 2 2 3 3 3 3 5 2 1 1 1
7 Gemini, . . . . 2 1 2 3 2 . 1 1 2 3 3 3 5 2 2 2 2
7 DR, Gemi . . . . 2 1 2 3 2 . 1 1 3 2 2 3 5 2 1 1 2
7 DR, Sunf . . . . 1 . 1 4 2 . 1 1 2 2 2 3 5 1 1 1 1
7 Gemini, . . . . 2 3 2 3 2 . 2 2 1 2 3 3 5 3 1 1 1
7 DR, Sunf . . . . 1 . 1 3 2 . 1 3 2 3 4 3 5 2 1 1 2
7 DR, Gemi . . . . 2 1 2 4 2 . 1 1 3 2 4 3 5 1 1 1 1
7 Gemini, . . . . 2 1 2 3 2 . 1 1 2 4 5 3 5 2 1 1 5
7 DR, Gemi . . . . 2 1 2 3 2 . 1 1 3 5 4 1 5 1 1 1 3
7 DR, Sunf . . . . 2 1 2 3 2 . 2 2 3 1 1 2 5 3 1 1 4
7 Gemini, . . . . 2 1 2 3 2 . 2 2 3 3 3 1 5 2 1 1 4
7 DR, Sunf . . . . 2 1 2 3 2 . 2 1 2 3 3 2 5 3 1 1 1
7 DR, Gemi . . . . 2 1 2 3 2 . 2 3 3 2 2 3 5 2 1 1 3
7 Gemini, . . . . 1 . 1 3 2 . 1 3 2 2 2 1 5 2 1 1 1
7 DR, Gemi . . . . 2 3 2 3 2 . 1 3 3 2 3 3 5 3 1 1 2
7 DR, Sunf . . . . 1 . 1 3 2 . 2 4 2 3 4 5 5 3 1 1 2
7 Gemini, . . . . 2 1 2 3 2 . 1 4 3 2 4 3 5 1 1 1 1
7 DR, Sunf . . . . 2 1 2 3 2 . 1 2 2 4 5 5 5 2 1 1 1
7 DR, Gemi . . . . 2 1 2 3 2 . 2 2 3 5 4 3 5 1 1 1 2
17. REFERENCES
1. Introduction to the study of Consumer Behavior by Suja R.
Nair
2. Business to Business Marketing by Hutt and Spee
3. The company website: http:/www.kof.co.in
4. Marketing Research by Rajendra Nargundkar
5. Marketing Research Measurement and Method by Donald S.
Tull and Del I. Hawkins
6. Fundamentals of Statistics by J. C. Berry
7. SPSS for Windows step by step- A simple guide and reference
by Darren George and Paul Mallery.
Top Related