Author(s):

Vipin Arya, Vikash and Kiran

Abstract: In the present study an attempt has been made to understand the factors influencing purchase decision for edible oils, buying and consumption patterns of the product, the preference of demographic clusters, the frequency of changing edible oil type, the effect of promotional activities on purchasing habits and to find the extent of brand loyalty among consumers. Study covers the awareness of the consumer towards brands, the market share of various brands, the consumer attitude towards price and the various marketing channels. To study the market trends and brand preferences of edible oils, primary data is collected from 200 respondents in Hisar district (Haryana) by using a detailed questionnaire on the basis of convenience sampling method. It was found that the respondents (45%) belongs to the age group of 31 to 40 years, 30% belong to age group of 20 to 30 years and their frequency of buying and use of edible oil was 200. It was also found that Soyabean and Sunflower oil is consumed by most of the villagers. Soybean oil is consumed by 45% and Sunflower Oil is consumed by 15%. The study revealed that out of total respondent 30% use local brand, 22% use fortune, 15% use Dhara, 15% use Patanjali oil and 18% consumer use loose oil. The study also revealed that 48% consumers buy from grocery, 12% from super market and 40% from both places and further rating of mustard oil, vegetable oil, soyabean oil and other type of oil on the basis of various factors concluded from consumers. It was concluded that Cluster analysis proves Health factor plays a predominant role in selecting the brands among selected respondents. As most of the respondents change their oil for better health, strong brand loyalty is not displayed for oil consumption.

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