A PRAGMATIC STUDY

ON THE

BUYERS OF EDIBLE OIL

PREFERENCE TOWARDS BUYING BEHAVIOUR OF CONSUMERS

PROJECT REPORT

in partial fulfillment of the requirements leading to the award of the

Degree of

MBA

1
 EXECUTIVE SUMMARY

The study conducted is about the estimation of the factors affecting the house
hold demand for edible oil. The research was basicall y aimed at collection of
primary data with the help of questionnaires with a direct interaction with the
consumers. The questionnaire was aimed at the anal ysis of various variables that
affect the buying decision of edible oil. The sample size was 200 respondents
living in diverse backgrounds with different income segments and usage. Chi
square testing was used to anal yze the data and co me to conclusions regarding
the choice for and demand of edible oil.

2
 CHAPTER 1

INTRODUCTION

1.1CONSUMER BEHAVIOR
Consumer behavior is the study of when, why, how, and where people do or
do not buy a product. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision
making process, both individuall y and in groups. It studies characteristics of
individual consumers such as demographics and behavioral variables in an
attempt to understand people's wants. It also tries to assess influences on the
consumer from groups such as famil y, friends, reference groups, and societ y
in general.
The aim of the project is to study the behavior of consumers or buying
decision involved in purchasing edible oil.

1.2EDIBLE OIL AND TYPES

Cooking oil is purified fat of plant origin, which is usuall y liquid at room
temperature (saturated oils such as coconut and palm are more solid at room
temperature than other oils).
Some of the many different kinds of edible vegetable oils include: olive oil,
palm oil, soybean oil, canola oil, pumpkin seed oil, corn oil, sunflower oil,
safflower oil, peanut oil , grape seed oil, sesame oil, argan oil and rice bran
oil. Many other kinds of vegetable oils are also used for cooking.

3
1.3OVERVIEW

BACKGROUND

 India - one of world’s leading producers of oil seeds (9.3 %) and oil
 Technology Mission on oilseeds set up in 1996
 Oilseeds have support price mechanisms
 India - second largest importer of edible oils (2 million MT)
 Vanaspathi - a substitute for ghee, formed by hydroge nation of crude
vegetable oil.
 Free pricing in vanaspathi since 1989; delicensed in 1992
 Oil season - November to October

MAJOR PLAYERS
Edible Oils Vanaspathi
National Dairy Development Board Hindustan Lever
(Anand) (Mumbai)
ITC Agro-Tech (Secunderabad) Wipro (Bangalore)
Marico Industries (Mumbai) Rasoi (Calcutta)
Ahmed Mills (Mumbai) Avi Industries (Mumbai)

4
 MARKET

Industry Structure
 Highl y fragmented industry
 Over 600 oil extraction units, 166 vanaspathi manufacturing units onl y
10 edible oil units and 8 vanaspathi units have national reach
 Over 50 % of the units – sick or underutilized due to surplus capacit y
 Major oil brands – Sundrop, Saffola, Dhara, Sweekar, Postman
 Vanaspathi brands – Dalda, Rath

Market Size

 Edible oils and vanaspathi markets - 9.6 million MT

 Oils market growing at 8.7 % CAGR
 Vanaspathi market stagnating at around 1 million MT

1.4 OIL SCENARIO

(i) 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 econom y and accounting
for the estimated product ion of 28.21 million tons of nine cultivated oilseeds
during the year 2007 -08. India contributes about 6 -7% of the world oilseeds
production. Export of oil meals, oilseeds and minor oils has increased from
5.06 million tons in the financial year 2005 -06 to 7.3 million tons in the
financial year 2006 -07. In terms of value, realization has gone up from Rs.
5514 cores to Rs.7997 cores. India accounted for about 6.4% of world oil
meal export.

5
 (ii) 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 zon es. Groundnut, mustard/rapeseed, sesame,
safflower, linseed, nigerseed/castor are the major traditionall y cultivated
oilseeds. Soybean and sunflower have also assumed importance in recent
years. Coconut is most important amongst the plantation crops. Effor ts 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, rice bran oil and cottonseed oil are the most important. In
addition, oilseeds of tree and for est origin, which grow mostl y in tribal
inhabited areas, are also a significant source of oils. Figures pertaining to
estimated production of major cultivated oilseeds, availabilit y of edible oils
from all domestic sources and consumption of edible oils (f rom Domestic and
Import Sources) during the last few years are as under: -

Oil Year Production of Net availabilit y of edible Consumption of Edible Oils

(Nov. - Oilseeds oils from all domestic (from domestic and import
Oct.) sources sources)
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 243.54 72.47 117.89
2005-2006 279.79 83.16 126.04
2006-2007 242.89 73.70 115.87

2007-2008 297.55 86.54 142.62

(In Lakhs Tonne)

6
(iii) Consumption Pattern of Edible Oils in India

India is a vast country and inhabitants of several of its regions have developed
specific preference for certain oils largely d epending 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 basicall y hard fat consumers and therefore, prefer
Vanaspati, a term used to denote a partiall y hydrogenated edible oil mixture.
Vanaspati has an important role in our edible oil economy. Its production is
about 1.2 million tons annuall y. It has around 10% share of the edible oil
market. It has the abilit y to absorb a heterogeneous variet y of oils, which do not
generall y find direct marketing opportunities because of consumers’ preference
for traditional oils such as ground nut 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
largel y through vanaspati route. Of late, things have c hanged. Through
technological means such as refining, bleaching and de -odouraisation, all oils
have been rendered practicall y colorless, odorless and tasteless and, therefore,
have become easil y interchangeable in the kitchen. Newer oils which were not
known before 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 taste 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% respectivel y.

7
 CHAPTER 2

LITERATURE REVIEW

‘Marketing problems of edible oil industry in the state of Tamil Nadu’ -

Dinesh babu S, Professor, JJ college of engineering and technology,
Tiruchirappali, Venkateshwaran P.S, Lecturer, PSNA college of engineering
and technology, Indigo. The research is about the problems faced by edible oil
industry in the marketing sector, in the state of Tamil Nadu. The authors focus
onl y on the aspects of marketing problems in the edible oil market.

The author has used a descriptive method for obtaining data from the
respondents (owners), by asking variety of questions. The data related to
marketing of edible oils were collected through interview schedules.

The total oil manufacturers in southern district of Tamil Nadu are 732 units; the
author has selected 366 units as a sample size for the study.

Author’s - Suggestions and recommendations

 The owners of edible oil units should be trained to get more marketing
knowledge to market their products.
 The small units are unable to compete with large units because of their
week financial strength, so they should form clusters of small units to
produce high qualit y oil.
 All manufacturing units should sell their products in attractive packets.
 The owners are advised to boost their sales through many promotional and
advertising techniques.
 The important marketing problems in the edible oil market are finance,
customers, competitors and intermediaries, the owner cannot avoid them
but they can manage them with the help of application of scientific
principles of management.

8
 Chapter 3

METHODOLOGY

Research methodology is a way to systematicall y solve the research problem.

It deals with the various steps that are generall y adopted by a researcher in
studying the research problem along with the logic behind them.

3.1 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and anal ysis
data in a manner that aim s to combine relevance to the research purpose with
econom y in procedure.

The t ype of research design selected for this study is Descriptive in nature. A
descriptive research uses a set of scientific methods and procedure to collect
raw data structures tha t describe the existing characteristics of a defined target
population of a market structure. The data and information generated through
this descriptive design can provide the decision makers with evidence that can
leave to course of action.

3.2 NATURE AND SCOPE OF THE STUDY

The study was conducted to estimate the demand for edible oil within a
population. It was basicall y a primary collection of data with the help of a
questionnaire. It is a simple and easil y categorized way to gather informatio n
directl y from customers. For optimal success, the questionnaire was distributed
to a s ystematic random sampling of your target audience, as opposed to a
general audience.

For the anal ysis of the data a chi -square test was conducted.
A chi-square test (also chi squared test or χ 2 test) is any statistical hypothesis
test in which the sampling distribution of the test statistic is a chi-square

9
distribution when the null hypothesis is true, or any in which this
is as ymptoticall y true, meaning that the sampling distribution (if the null
hypothesis is true) can be made to approximate a chi -square distribution as
closel y as desired by making the sample size large enough.

3.3 AREA OF THE STUDY

The area selected for the study of buying behavior of consumers for a product
(edible oil) is Dehradun cit y.

3.4 SOURCES OF DATA

The sources of data are primary in nature. For the purpose of collection of data,
a questionnaire is prepared.

Data collection is the process of obtaining information fr om the respondents. It

can be obtained from primary or secondary sources. Primary data are the data
obtained firth stand by the researcher. Here the data is collected through
primary sources.

The method used for collecting data is through a structured ques tionnaire that is
personall y administered. The researcher has personall y met the population
consuming edible oil. By personall y administering the questionnaire the
researcher could collect all responses within a short period of time and the
doubts of the respondents are clarified on the spot.

3.5 SAMPLING PROCEDURE AND SIZE

Sample size refers to the number of items to be selected from the respondents to
constitute a sample. This acts as a representative to the whole respondents
where the results and suggestions are derived from anal yzing representative
samples.

10
On the basis of reliabilit y and accessibility, sample size was arrived at 120 for
the study. The sampling unit was concentrated on customers who are consuming
edible oil.

3.6 STATISTICAL TOOL USED

The following statistical tools are used in the study for the anal ysis and
interpretation of data.

 Pie chart
 Bar chart

3.7 CHI – SQUARE TEST

Pearson's chi -square (χ 2 , pronounced kī-square) test is the best-known of

several chi-square tests – statistical procedures whose results are evaluated by
reference to the chi-square distribution. Its properties were first investigated by
Karl Pearson in 1900. In contexts where it is important to make a distinction
between the test statistic and its distribution, names similar to Pearson Χ-
squared test or statistic are used.

It tests a null hypothesis stating that the frequency distribution of certain events
observed in a sample is consistent with a particular theoretical distribution. The
events considered must be mutuall y exclusive and have total probabilit y 1. A
common case for this is where the even ts each cover an outcome of a categorical
variable. A simple example is the hypothesis that an ordinary six -sided die is
"fair", i.e., all six outcomes are equall y likel y to occur.

Pearson's chi -square is used to assess two t ypes of comparison: tests of

goodness of fit and tests of independence.

 A test of goodness of fit establishes whether or not an observed frequency

distribution differs from a theoretical distribution.

11
  A test of independence assesses whether paired observations on two
variables, expressed in a contingency table, are independent of each other
– for example, whether people from different regio ns differ in the
frequency with which they report that they support a political candidate.

The first step in the chi -square test is to calculate the chi -square statistic. In
order to avoid ambiguit y, the value of the test -statistic is denoted by Χ 2 rather
than χ 2 (i.e. uppercase chi instead of lowercase); this also serves as a reminder
that the distribution of the test statistic is not exactl y that of a chi -square
random variable. However some authors do use the χ 2 notation for the test
statistic. An exact test which does not rel y on using the approximate χ 2
distribution is Fisher's exact test : this is significantl y more accurate in
evaluating the significance level of the test, especiall y with small numbers of
observation.

The chi-square statistic is calculated by findin g the difference between each

observed and theoretical frequency for each possible outcome, squaring them,
dividing each by the theoretical frequency, and taking the sum of the results. A
second important part of determining the test statistic is to define the degrees of
freedom of the test: this is essentiall y the number of observed frequencies
adjusted for the effect of using some of those observations to define the
"theoretical frequencies".

The value of the test-statistic is

Where

Χ 2 = Pearson's cumulative test statistic, which asymptotically approaches

a χ 2 distribution.
O i = an observed frequency;

12
 E i = an expected (theoretical) frequency, asserted by the null hypothesis;
n = the number of cells in the table.

Based on the chi – square concept, researcher has done the following
testing
 Testing for the independency between brands and brand factors
 Testing for the independency between income level and expenditure
on oil
 Testing for the independency between brand an d sources from
where customers know about the brand
 Testing for the independency between education level and brand
preference

3.8 LIMITATIONS OF THE STUDY

 The research may be biased on the part of researcher and customers.

 Time at the disposal research was limited.
 Sample size is restricted to 120

13
 CHAPTER 4

ANALYSIS AND INTERPRETATION

The term anal ysis refers the examination and evaluation of the relevant
information to select the best course of action from among various alternatives .
It also means an investigation of the component parts of a whole and their
relations in making up the whole. In the process of anal ysis, relationships or
differences supporting or conflicting with original with what validit y data can
be said to indicate any conclus ions. Analysis of data in general way involves a
number of closel y related operations which are performed with the purpose of
summarizing the collected data and organizing there in such a manner that they
answer the research questions.

The objectives of t he study on the basic of which anal ysis and

interpretation are done are as follows:

4.1 To know the economic profiles of the people buying edible oil.

4.2 To know the choice of brand of edible oil with respect to the income
groups.

4.3 To know relationship between the various modes of advertizing and

brands chosen.

4.4 To know the relationship between the famil y size and oil consumption.

4.5 To know factors influencing the buying decision such as taste, price,
and health factors

4.6 To measure the consumer satisfaction towards the brand presentl y

consumed.

4.7 Factors affecting consumer preferences.

14
4.8 Purchasing patterns and frequency.

4.9 Spending patterns and the quantit y of oil consumption.

4.10 Buying decisions for edible oil.

15
 4.1 TO KNOW THE ECONOMIC PROFILE OF THE PEOPLE BUYING
EDIBLE OIL.

TABLE – I

3.1.1 AGE GROUP OF BUYERS

Age Limits Number of Percent

People
Less than 30 44 37
30 – 40 35 29
40 – 50 20 17
More than 50 20 17
TOTAL 120 100

The above table shows that the age group of the buyers, 37% of them was less
than 30 years, 29% of them were between 30 – 40 years, 17% of them were
between age group of 40 – 50 and more than 50 years. The majorit y of the
respondents are belonged to the age gr oup less than 30 (37%).

Age

Less than
17% 30
37% 30 - 40
17%
40 - 50

More than
29% 50

16
 TABLE – II

4.1.2 GENDER OF BUYERS

Options No of Buyers Percentage

Female 72 60
Male 48 40
120 100

From the above table referred to gender of the buyers, 60% of them were,
female and 40% are male. The majorit y of the respondents are female (60%).

Gender

40 % (48)
Males
70 % (72)

Females

17
 TABLE – III

4.1.3 OCCUPATION OF THE BUYERS

Options No of Buyers Percentage

Government 35 29
Private 32 27
Business 28 23
Others 25 21
Total 120 100

The above table showed the occupation, of the buyers, 29% of them were
government employees, 27% of them were in private sector, 23% of them were
in business and 21% were into other’s category which involves professional and
house wives. The majorit y of the respondents are government employees (29%).

Occupation
35
32
35 28
30 25
25
20
15
10
5
0
Government Private Business others

18
 TABLE – IV

4.1.4 INCOME WISE CLASSIFICATION OF BUYERS

Options in (Rs) No of Buyers Percentage

Less than 10000 18 15
10000 – 15000 18 15
More than 15000 84 70
Total 50 100

The table shows that the income of the buyers, 15% of the buyer’s falls in
between the income of less than 10,000 and same was the percentage for income
10000 – 15000 that is 15%. 70% of buyers were in category of more than 15000.
The majorit y of the respondents fall in between More than 15000.

Monthly Income
100 84
80
60
40 18
18
20
0
Less than
10000 -
10000 More than
15000
15000

19
 TABLE – V

4.1.5 EDUCATION LEVEL OF BUYERS

Options Numbers Percentage

of buyers
High School 8 7
Under 43 36
Graduate
Post 58 48
Graduate
Others 11 9
Total 120 100

The table shows that the educational level of the buyers, 7% that is least number
of buyers fall in category of high school, 36% of the buyer’s falls in
Undergraduate category. 48% in post graduate category and remaining 9% is for
the others category.

The majorit y of the respondents fall in Post graduate category which is 48%.

20
 Educational Level
58
60 43
50
40
30 11
8
20
10
0
High School Under Post others
Graduate Graduate

21
 TABLE – VI

4.1.6 FAMILY SIZE OF BUYERS

OPTIONS
Adult Male 266
Female 220
Children Male 101
Female 93
Total Number of working people 233

This table shows the number of males and females in adult and children
category of their families.

Family members
300 266
220 233
250
200
150
101 93
100
50 Male
0 Female
Adults
Children
Number of
Working
persons

22
 4.2 TO KNOW THE CONSUMPTION PATTERN OF BUYERS

TABLE – I

4.2.1 TO KNOW THE CHOICE OF BRAND OF EDIBLE OIL

Popular No. of Percentage

Brands respondents
Fortune 30 25
Nature 15 12.5
Fresh
Sundrop 15 12.5
Saffola 25 21
Sweekar 15 12.5
Dhara 11 8
Others 9 7.5
Total 120 100

This table shows the buyers preferences for the different brands of edible oil.
Maximum buyers go for Fortune (25%). Saffola (21%) follows it with little
difference. Nature fresh (12.5%), Sundrop (12.5%) and Sweekar (12%) have
almost same number of buyers. The next which follows them is Dhara with
8.25%. Onl y .75% go for the other brands other than the specified brands. So
any brand does not have maximum share, it is mix kind of market.

23
 Brands
30
30
25
25

20
15 15 15
15
11
9
10

0
Fortune Nature Sundrop Saffola Sweekar Dhara other
fresh

24
 TABLE – II

4.2.2 TO KNOW THE TYPE(S) OF OIL USUALLY CONSUMED BY

BUYERS

Types of Oil No. of Percent

Buyers
Refined 65 54
Mustard Oil 24 20
Soyabean Oil 20 17
Coconut Oil 6 5
Others 5 4
Total 120 100

This table shows the t ype of oil usuall y consumed by buyers. Refined oil
has the maximum share of 54%. Mustard oil has the 20% following 17%
by Soyabean oil. Coconut oil has onl y 5% buyers with only 4% buyers
going for oil other than the mentioned options.

Type of Edible oils

65
70
60
50
40
30 24 20
20
6 5
10
0
Refined Mustard Soyabean Coconut Others
Oil Oil Oil Oil

25
 TABLE – III

4.2.3 TO KNOW THE FACTORS INFLUENCING BUYING BEHAVIOUR

OF BUYERS

OPTIONS No. of Percent

Buyers
Retail Shop 28 23
TV advertisement 35 29
Magazines 10 8.25
Newspapers 9 7.5
Friends 20 17
Relatives 18 15
Total 120 100
This table shows the various factors which influences the buyers to buy
certain t ype of oil. Buyers get influenced mostl y by TV advertisement
which influences 29% buyers. Retail shops are the second option to
influence 23% buyers. Friends and relatives have almost same with 17%
and 15% buyers. Newspapers are the source which influences onl y 7.5%
buyers.

Factors affecting consumer buying behavior

Relatives 18
Friends and Neighbours 20
Newspaper 9
Magazines 10
TV advertisement 35
Retail shop display 28
0 5 10 15 20 25 30 35

26
 TABLE – IV

4.2.4 TO KNOW THE FACTORS INFLUENCING CONSUMER

PREFERENCES

Factors Influencing No. of Percent

Consumer Preferences buyers
Reasonable Price 34 38
Safe/ Healthy 49 41
Advertising 17 14
Packaging 15 12.5
Flavor 5 4.5
Total 120 100

This table shows the factor which influences consumer preference most is
safe and health factor influencing 41% buyers. Reasonable price is the
second factor changing the minds of 34% consumers. Advertising and
packaging are the other two factors influencing 17% and 15% consumers
respectivel y. Flavor is also one of the factors but it is considered by onl y
5% of consumers.

Factors influencing Consumer Preferences

60 49

40 34

17 15
20
5
0
Reasonable Safe/Healthy Advertisement Packaging Preffered
Price flavor

27
 TABLE – V

4.2.5 TO KNOW THAT HOW OFTEN THE BUYERS USE THE OIL IN A
DAY

OPTIONS NO. OF PERCENT

BUYERS
Once 14 12
Twice 70 58
Thrice 22 18
More 14 12
Total 120 100

This table shows that 58% of the consumers use the oil twice a day. Onl y
12% uses once a day and 18% uses the oil thrice a day. The people using
the oil more than thrice are also 12%.

Puchasing time period

80 70
60
40
14 22
20
14
0
Once a
Twice a
day Thrice a
day More
day

28
 TABLE – VI

4.2.6 TO KNOW THAT HOW FREQUENT DO THE CONSUMERS BUY OIL

Frequency of Purchasing No. of Percent

Oil Buyers
Daily 9 7.5
Weekly 28 23
Monthly 56 47
Whenever 27 22.5
Total 120 100

This table shows that mostl y (47%) consumers purchase monthl y. 23%
consumers purchase weekl y and 22.5% purchase whenever they need. Onl y 7.5%
consumers purchase it daily.

Frequency of purchasing oil

56
60
50
40 28 27
30
20 9
10
0
Daily Weekly Monthly Whenever
needed

29
 TABLE – VII

4.2.7 TO KNOW WHAT PACK SIZE IS PREFFERED BY CONSUMERS

Pack No. of Percent

Size buyers
1 Litre 48 40
5 Litre 40 34
10 Litre 16 13
Others 16 13
Total 120 100

This table shows maximum number of buyers that is 40% prefer 1 litre of pack
size. 34% buys 5 litre pack size. 16% prefers 10 litre pack and others available
packs. This shows that maximum preference of consumers is for 1 litre pack.

Pack Size
48
50 41
40
30
20 16 16

10
0
1 Litre 5 Litre 10 Litre others

30
 TABLE – VIII

4.2.8 TO KNOW THE SPENDING PATTERN OF CONSUMERS ON OIL IN

A MONTH

Spending NO. OF PERCENT

Pattern BUYERS
Less than 500 28 23
500-1000 63 52.5
1000-1500 16 13.5
More than 1500 13 11
Total 120 100

This table shows to 52.5% people spend 500 to 1000 Rs. Per month. 23% people
spend less than 500. 1000 to 1500 is spent by onl y 13.5% people and remaining
11% spend more than that. This shows that maximum people spent 500 to 1000
Rs

Spending Pattern

70 63
60
50
40 28
30 16
20 13
10
0
Less than 500 - 1000 1000 - 1500 More than
500 1500

31
 TABLE – IX

4.2.9 TO KNOW THE MEMBER WHO TAKES THE OIL BUYING

DECISION

Member who takes No. of Percent

Buying Decision Buyers
Eldest Person 50 42
Adult 61 51
Children 4 3
Others 5 4
Total 120 100

This table shows that mostl y (51%) adult members of the famil y take
the oil buying decision. But in other families the eldest person takes
the decision. Onl y 3% is the case where the decision is influenced b y
children and 4% other peoples are privileged en ough to take that
decision.

Member who takes Buying decision

70 61
54
60
50
40
30
20 8
4
10
0
Eldest Adults Children Others
Person

32
 CHAPTER – 5

FINDINGS AND CONCLUSION

FINDINGS
Edible oil is most common item used in our dail y lives. People do not
give much importance to it, but taking decisions regarding the purchase of
different t ypes of oil and choosing the best brands from the multiple available
brands in the market is the mos t difficult decision.

So from this report we were trying to find out that how people take various
decisions regarding the purchase of oils and we also tried to understand their
consumption pattern.

The basic findings were

 Fortune was the most preferred brand among the respondents.

 Mostl y the consumers were spending 500 – 1000 Rs. Per month on edible
oil.
 TV advertisement was the main factor influencing the consumers buying
behavior.
 Consumers give more preference to safety and health while purchasing
the edible oil.
In order to find out the dependency between the various variables and
how some variable create an impact on the buyers mind to purchase
decisions we conducted a Chi Square test.
This test helped us to evaluate the variables dependency.
Here are the findings.
 Education level is independent of Brand preference
 Income is dependent of monthl y expenditure on edible oil
 Brand is dependent of Brand factors or attributes

33
 Brand is dependent of the sources from where consumers know
about the brand

34
 BIBLIOGRPAHY

1. Kotler P (2003), Marketing Management, 11 t h edition, Prentice Hall of

India Pvt. Ltd., New Delhi. Pages 70 – 77
2. Donald R. Cooper and Pamela S. Schindler (2009), Business Research
Methods, 9 t h edition, Tata McGraw Hill Education Pvt. Ltd., New Delhi.
Pages 532 – 552

WEBSITES
 http://fcamin.nic.in/dfpd/EventDetails.asp?Event Id=5 61&Section=E
dible+Oil&ParentID=0&Parent=1&check=0
 http://www.indiamarkets.com/imo/news/news_body.asp?display_con
tent_link=0&search_link=0&subcatid=80&catid=17#187
 http://en.wikipedia.org/wiki/Cooking_oil
 http://www.google.co.in/search?q=article+on+reserachpaper+on+buying+
behaviour+of+consumer+of+edible+oil

35
 ANNEXURE

 Questionnaire

 Chi Square Test Sheet (showing how Chi Square testing was done)

36