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1. EXECUTIVE SUMMARY:
“Another project!!!” --- Bizarre expressions loomed over the faces of all the
students as this term was mentioned. However as the details of the project
that was supposed to be a Business Research conveyed to us, we were all
geared up to work on it.
We were asked to form groups and get on with the research. The different
research topics were given to all students and were to assign on first come
first get basis, we decided to tap on some different kind of industry and after
a lot of discussions and conflicting arguments we all agreed on “Ghee
Industry”, keeping in mind its decreasing market share. Next comes the
stage of submission of the “Research Proposal.” All of us worked
relentlessly on the proposal as it was supposed to entail all that we were
planning to do while conducting our research. As soon as the proposal got
approved, we started on with the data collection. Since our project was using
the technique of a quantitative research, data collection was quite a
cumbersome task. Questionnaires were personally administered by the five
of us at the various residential localities all over Lahore. To gain a better
insight we conducted regular meetings of the groups & consulted our course
instructor at every step and applied all that practically in the field. It was the
most interesting stage as it gave us the chance of one to one communication
with the ghee & oil consumers. Data collection was followed up by the data
entry and analysis. Various analytical tools were applied and the findings
were presented graphically and statistically to give a better understanding.
1
Another learning aspect of this research was the use of SPSS for the
analysis, generating tables & cross tabulation. Getting duties assigned,
conducting meetings in a professional environment, trying to meet our
project requirements and adhering to the respective privacy of respondents
simultaneously were some of the tactics that we mastered our skills on. As
the research was taken forward more interest was mobilized and we were
motivated to analyze the findings from more dimensions.
Overall “How to increase the usage of ghee, a declining category in
comparison with oil” has been a very interesting and a highly enriching
experience.
2. BACKGROUND
“Ghee” a very familiar thing to all of us, which has always been associated
with health, strength and purity. A decade ago “ghee” was the most popular
medium, which was used for cooking. There was no major competition
against it, and all the social classes were using it. “ Desi Ghee” was being
struck by packed branded ghee, the pioneer companies involved were Dalda,
Sufi etc.
In rural or sub urban areas unpacked ghee was in demand due to high prices
of branded ghee and large pack sizes launched by them. Ghee has been used
widely all over Pakistan since the country was established, but as we all
know, the last decade which been the most growing decade in technology,
medium, education and health.
2
Now ghee has lost its major share to oil. Day by day it is loosing its market
position, especially in the urban areas of Pakistan. Previously ghee was used
to cook every meal and it was part of life but now its use has also been
limited t occasions and dishes. Now all ghee manufacturers have extended
there business to oil manufacturing due to decline in ghee industry overall
and increase in demand of oil.
3. INFORMATION SOUGHT
As stated in the background section, Ghee is now not being used as it was
previously in our society. It uses has been significantly dropped and limited
to specific occasions & dishes. Ghee is now mostly used on special
occasions or only for the dishes where it is concerned as a prerequisite for
that dish or is a part of its recipe. So, a need for the research study to know
the reasons to decline the usage of ghee exists.
Therefore the research objective can be defined as “How to increase the
usage of ghee, a declining category in comparison with oil”. The
questionnaire has been designed to get information about current uses of
ghee that will give us percentage of ghee users and different uses of it.
It will also generate exact information about that how people are using it.
The first section of
3
Questionnaire is composed of uses of ghee, which will identify the
following: -
- What people used to cook
- Why ghee
- Using ghee since when
- Up till when ghee was used
- Consumption period of ghee
- Demand of ghee
- Purchasing pattern of ghee
This section also includes questions to identify reasons to use ghee, when &
how used, which will generate the following: -
- For what purpose ghee is used.
- Identify those special occasions & dishes.
Then later in the questionnaire ghee has been ranked on different attributes
and significance level of each attribute with ghee, which will generate the
following: -
- Taste rating
- Aroma rating
- Purity preference
- Nutrition rating
- Packaging rating
4
After doing this section some of the emphasis was given to know the usage
of oil, so that it can be identified why ghee is loosing its sales to oil. This
will generate following information:
- Difference in ghee & oil uses
- Why oil is preferred
- When & why people switched to oil
- Which attribute are factors of oil success and ghee’s gradual
decline.
In the end we can have tried to generate information about consumer
perception, which has great significance and reflects the buying decisions of
customers. These questions are open ended will generate the following: -
- Ghee persona
- How consumers think about ghee
- How they perceive ghee
- Have ghee manufacturers been able to make positive strong
perception
- Are they aware of the negative perceptions
- Identify the suitable position for ghee, so that its sales can be
improved.
5
All these questions combined together will help identify the following in the
below mentioned order: -
- Previous uses
- Current uses
- Reasons to use
- Reasons to switch
- Reasons of declining sales
- Weak areas
- Strong areas
- Future threats
- Areas of opportunities targeted for future decisions
- Areas to concentrate on to increase sales of ghee eventually.
6
4. RESEARCH DESIGN
The research will be quantitative and ad-hoc in its type and the data will be
collected via field survey.
4.1. Target respondent
Target respondents will be females (DMUs), SEC A, B & C, age ranging
from 20 to 50 years.
4.2. Sample design
Universe
The universe can be defined as “All household users of branded ghee and
cooking oil in Lahore”
Sampling type
The sampling technique used here will be disproportionate stratifies
random sampling. The stratification will be done on the following basis
- age
- SEC
7
4.3. 0
Age / SEC A B C Total
20 – 30yrs 13 12 10 35
31 – 40 yrs 14 11 10 35
41 – 50yrs 13 12 10 35
Total 40 35 30 105
4.4. Recruitment criteria
Not working in Marketing, sales and advertising (none of the douse hold
member)
The respondent should be the DMU for ghee or oil used in the household for
cooking purposes
4.5. Substitution procedure
In case of getting no response from the respondent for the three consecutive
days, the respondent will be replaced with another respondent who will fall
in the recruitment criteria and will belong to the neighborhood of the non
responded respondent.
8
5. RESEARCH FINDINGS
5.1. Analysis of the Findings
The research after being conducted reveals the results that show the
consumption pattern of the ghee users, their percentage, different uses and
what are their preferences nowadays.
Ghee is now not being used as it was previously in our society. It uses has
been significantly dropped and limited to specific occasions & dishes. Ghee
is now mostly used on special occasions or only for the dishes where it is
concerned as a prerequisite for that dish or is a part of its recipe. The
emerging trend of using oil has rapidly taken over the major market share as
it is considered to be most healthy and better then using the traditional ghee.
Some families still prefer to use ghee but their number is also declining.
People have made oil as the primary object for cooking purposes and it is
being preferred mostly in all the areas of Pakistan.
Through proper and in depth analysis of the results it has been concluded
that Ghee is now not being used as it was previously in our society. People
have changed their lifestyles, which have immensely influenced their
choices, and they have included oil in their daily cooking. Most of the
people’s response in Figure 8.1 suggests that they like using ghee as well as
oil as a cooking medium.
A very interesting thing that was revealed in the analysis was that most
people have been have using ghee for more than ten years which shows that
9
ghee has been with them since long and people still trust in their age old
choice.
The people who were included in this research showed that ghee is quite
frequently used in their daily cooking, as most of the respondents had used it
a day before, so the frequency of usage is quite high but the quantity used is
not that much because it is not mainly used for cooking daily meals. Table
7.22 shows that ghee is either only used to put “Tardka on karee” or to make
parathas, choori & halwa, which does not involve significant amount of ghee
consumption because these dishes are not made on regular basis.
Not keeping a specific ghee brand in mind the results still reveal that people
mostly like to purchase 5 kg packs which is basically on monthly basis so it
shows that people are still fond of using and buying ghee as a preferred
medium for the cooking purposes along with the purchase of oil. Figure8.4
shows the demand of different skus of ghee, which supports this argument.
So here is some hope or opportunities, which can be used to increase the
sales of Ghee.
Addressing to the next section that deals with the reasons why people use
ghee and what are the reasons they have not shifted to a different medium.
This section also addresses to the question of when and for what the ghee is
being consumed.
Previously ghee was considered as an integral part of our daily routine lives,
it was used on the daily bases for cooking regular dishes, but the analysis
shows that as the times have changed so has the preferences and the purpose
10
of using ghee. Table 7.22 shows that now days the trends have changed and
people mostly use ghee for the purpose of cooking special dishes and not for
the daily cooking. It is also true that some families are still using ghee for
the purpose of daily usage but their number is not as high as people who use
it for cooking special dishes and this number seems to be declining. While in
comparison as we can see in table 7.31 that oil consumption is on rise and
more educated people prefer to use only oil, they don’t even fall in
conjunction users.
As the purpose of using ghee has changed so has the choice. People now like
to make different dishes with ghee rather than cooking ordinary and daily
food. People want variation so to adopt that variation in dishes they use ghee
for mostly making PARATHAS. This shows that to bring a hint of the
traditional taste people still want to use ghee in making parathas followed by
tardaka on “daals” and for the purpose of making halwas. This shift in the
usage of ghee shows the demand of customers and their preferences.
A very important and insightful thing that is revealed through this research is
that people has restricted the usage of ghee to certain occasions and festivals.
Rather than using ghee on daily bases people mostly prefer to use it when
they arrange family gatherings. People mostly like to use ghee on family
gatherings followed by family get together. This reveals the fact that the
association of ghee is being restricted to occasion’s rather then intimate and
personal family life.
Attributes are considered to be very important among the people today.
Attributes help in developing band association as well as band recognition
11
and brand loyalty. People focus on the attributes in relation to the product
and rate it according to that. This objective approach helps in making
purchase decisions and developing a consumption pattern.
The third section of the research focuses on the attributes of ghee and how
people prefer certain attributes to others and how they give weight age to
them.
Talking about food people like to eat food that tastes and smells good as
well as which is presented in a good way. Ghee plays a major role in making
the food delicious as well as making it smell tempting. Table 7.20 reveals
that most people who use and buy ghee would consider taste as the most
important attribute. Taste is considered to be the thing which people keep
into consideration while choosing ghee. Followed by that the aroma of the
food is considered to be the second preferred attribute of ghee.
While rating the importance of the attributes, people responded in a very
conscious manner. As taste is considered as the most important attribute,
while making their choice people consider taste to be more important in
preference. Going for the smell of the food, which is aroma; people give it
the same rating as taste, which is more important. As far as the purity is
concerned people in their preference consider it to be neither important nor
this important. People who prefer the nutrition level of ghee give it more
importance in ratings. Lastly packaging, people who give prefer ghee on the
attribute of packaging give it a moderate rating which is neither important
nor this important that means that they are concerned with the product not
12
the packaging and that now oil and ghee packaging are more or less quite
similar. The table 7.22 supports the findings.
These rating indicate that the preference on attributes varies from person to
person because people give weight age to one attribute more then the other.
So now from these attributes section new opportunities for future ghee
positioning can be determined.
Going for the cross tabulation analysis, while comparing the educational
level of the respondent and the cooking medium for daily meals it was
clearly revealed that with the increase in educational level the awareness and
usage of oil also increases. The table 7.32 supports this analysis and shows
that the preference and consumption of oil is greatest for the postgraduates,
which is 21%. This indicates that as people are becoming more educated
they are going more towards the use of oil and letting go of using ghee.
To analyze the consumption pattern of the respondents, while comparing the
average size used by them and the average pack life it is clearly identified
that on a monthly bases the pack, which is mostly used by the ghee
consumers, is a 5 kg pack. As the average life of the pack mostly is one
month, people think that the 5 kg pack of ghee is most convenient as it
fulfills the requirements effectively per month, but oil is consumed more in
comparison to ghee.
To further analyze the consumption and purchase pattern of the consumers
we will analyze the average size mostly used and the frequency of purchase.
The table 7.4 provides us with an in-depth insight that mostly people prefer
13
to purchase the 5 kg pack on monthly basis. Referring to the average life of
the pack one month seems to be the most suited time for most of the
households for the purchasing of ghee packs. As it seems to be economical
and fulfills there needs.
To understand the purpose of using ghee as a cooking medium, we will
compare the purpose of using ghee and the units purchased at a time. This
information in table 7.29 reveals that as the as the use of ghee as a medium
of cooking daily foods is reducing so is the number of units purchased. Now
day’s ghee is mostly used for the purpose of preparing special dishes so its
consumption is reducing. So as ghee is affiliated to cooking of special dishes
the number of units purchased at a time is reduced to one that means that on
a monthly bases only one pack of ghee is consumed by a family and mostly
for the purpose of cooking special dishes rather then for daily purposes.
To analyze the data we cross tabulated the variables of monthly household
income and the size of the pack purchased. The information in table 7.30
revealed the fact that the people earning a monthly household salary of Rs.
50,000 to 70,000 mostly consume the 5 kg pack of ghee this shows that the
use of 5 kg of ghee is mostly by people belonging to B+. This shows that as
the monthly income increases the consumption pattern for the ghee
decreases. The use of oil is also characterized as a status symbol and people
take that into consideration while making their purchase decision.
As information gathered in the table 7.25 many facts has been identified as
important reasons for switching to oil from ghee usage. One of the major
factors is the “Low cholesterol” that is a prominent feature of the product
14
category. This attribute is one key reason for the increasing preference of
cooking oil over ghee. The other two interrelated attributes are the “health
factor” and the “transparency factor” found in cooking oil. The other
identified reasons for increasing usage of oil are the purity and ease of use.
So over all it can be concluded that the replacement of oil in place of ghee as
cooking medium for daily meals is mainly because of the low level of
cholesterol in oil.
Another interesting fact found in the study is related to the time when
respondents switched to oil from ghee or started using oil with a conjunction
use to oil. It is clear from the figure # that respondents who are using oil in
comparison to oil are using it for the time more than 10 years. And there is a
relatively increasing trend in switching of oil from ghee as one move from 5
years time period to 1 year. This shows the increasing awareness of the
respondents about their health as well as it shows the brand loyalty found in
the oil users.
As talking about the preference reasons of oil over ghee, a rating of
attributes of oil was asked from respondents in comparison with oil. It was
found that out of total oil users 34.5% prefer oil due to the reason that it
contains low level of cholesterol (table 7.25). The other 18%, 15% and 14%
prefer it for taste, purity and nutrition respectively. This supporting data to
the rational of using oil in preference to oil clearly states that now
respondents want their daily meals to be more healthy rather than fattening.
As we proceed towards knowing the perception of ghee in the eyes of
targeted respondents, it has been shown that mostly respondents has very
negative perception of ghee, with respect to its product attributes and brand
personality. As in it’s better to explain in their words, e.g. ghee has
15
- Fattening ingredient
- high cholesterol
- strong link with cardiac problems
- Obesity factor and that’s why not good for health especially
for kids
- Stickiness and “ghee made” dishes are not easily digestible
Similarly, talking about the so called brand personality of “ghee”, the
general consensus of the majority of the respondents can be defined as
Ghee is a fat, short highted, middle aged man. Who looked more of a rural
area person with dark complexion.
But at the same time many respondents rate ghee as important reason for
good health and internal strength of body. They also commented that ghee
gives a special aroma to meals and makes it more tasty and nutritious. But
ratio of these “positive perception” respondents is very low.
Examining the positive personality image of ghee, where many respondents
were grading it as a rural not very educated man, there some of them
perceived ghee as young, active and energetic person who is very caring,
strong and muscular. This positive image opens many new opportunities for
ghee manufacturers to promote and build their brands by associating the
attributes of strength and health with ghee.
16
5.2. The Final Conclusion
While concluding the whole analysis the major results can be summarized as
- The major reason for using the ghee, found in respondents is
that ghee adds taste and aroma to the cooked food that
makes it delicious, As compare to major reason for using oil,
low level of cholesterol (table 7.25 & 7.20 So it can be
concluded that at least ghee manufacturers can promote and
position the product category on the variables like “taste
adding ability” and good aroma. Intelligently utilized these
variables can help restrain the further decrease in the usage
of ghee.
- There exist a strong relationship between the income level
and pack size of ghee usually bought for usage (table 7.26).
The relationship is very much positively correlated. Another
related observation is the relationship between pack size
bought and the purchase frequency. It can be concluded that
on average respondents used to consume 5 to 8 kg per
month. That shows the consumption pattern for ghee.
- Out of total respondents 51.4% use both ghee and oil as
cooking medium, 39% use oil and the remaining 9.5% use
only oil as cooking medium (table 7.1). This observation
shows that majority of respondents are keen towards
conjunction usage of ghee and oil, but at the same time the
threatening increase in the number of only oil users is
alarming for ghee manufacturers. It shows that more
respondents are using oil for cooking their daily meals but
17
they are using ghee for making special dishes or use for
special occasion (table 7.22 & 7.23). The tables mentioned
here shows that those respondents who are using only ghee
or both ghee and oil prefer using ghee for making parathas
(40.8%), tardka (28.2%), halwa (22.2%) and choori (8.5%).
A very few number of respondents mentioned that they like
to make “khitchri” for their kids with ghee. Similarly
proposed and preferred occasion for increasing the usage of
ghee are family gatherings (64.7%) and formal get together
(23.5%)
- There are many reasons for decline in the usage of ghee in
comparison to oil. The key factor is the different level of
cholesterol in ghee and oil. At the moment DMUs or
housewives are very much aware of the harmful effect of the
cholesterol over the health of adults and children. There is a
strong relationship found in the education of the housewives
and their perception and switching attitude of the ghee (table
7.26). It has been shown in the table # that as the respondent
become more educated her preference towards usage of oil
start increasing.
- Most of the respondents stated that they perceive “ghee” to
have a very negative image that it is not good for health and
cause cardiac problems. This negative image is further
associated with the poor personality of the product category.
This clearly proves that ghee manufacturers has been
unsuccessful in defining the right kind of positioning for
ghee and developing the positive perception in the minds of
18
the target customers. Another interrelated conclusion that
can be drawn is that ghee manufacturers remain unable to
take apace with the changing preference of the target
market, and this is because they are facing such lose of
positive image.
5.3. Suggestions
The conclusions drawn from the research study “How to increase usage of
Ghee? A declining category in comparison with Oil”, lead to certain
suggestions that may prove to be helpful in meeting the research objective.
- The declining usage of ghee can be improved by making the
target market convinced about the benefits of using ghee.
This can be done via an effective promotion campaign to
make customers realize that ghee is not as harmful for health
as it has been perceived by most of them. But ghee also has
many positive points that may provide good health and can
add taste to food.
- Increasing the “usage occasion” can be a beneficial tactic for
ghee manufacturers. As previously explained mostly
respondents who use both ghee and cooking oil as cooking
medium, use ghee for making special dishes on specific
occasions and use oil to make daily meals. This opportunity
19
can be availed by promoting the key uses of ghee other than
for daily meals. For example, an aggressive advertising
campaign can be developed that will promote the major
usage occasions for ghee and in away make people
consciously aware at what specific events they can use ghee
or in other words they should use ghee as cooking medium.
This proposed way will help in improving the sharply
declining usage of ghee.
- Ghee manufacturers have to take some affirmative actions to
rebuilt and promote the positive perception of ghee in the
minds of target customers. A positive image of brand is
always good for the health of the product category. As it is
very much clear that most of the respondents perceive ghee
as a fattening ingredient to food and don’t take into
consideration the advantages of using ghee. This is mainly
because of the poor perception. Finally, the right step at the
moment will be to establish an encouraging brand
personality for ghee that may help in the creating and
maintaining the brand loyalty.
- Ghee manufacturers can come up with a promotional
scheme in which they can encourage purchase of the
different pack sizes of the ghee by offering price discounts
and price packs.
20
6. APPENDIX A
6.1. Research Questionnaire
Assalam-o-Alikum, my name is _____________. I am student of the National University of Modern Languages. We are conducting a survey to gather and interpret the information related to decrease in the usage of ghee in comparison with oil. We will highly appreciate your participation in this regard.
Screening questions
Q 1. Name of the chief wage earner _______________________________
Q 2.Occupation of Chief Wage earner Education of chief wage earner
Illiterate Less than Primary
5-9 Class Matric F.A Graduate Post Graduate
Unskilled Worker E2 E2 E1 E1 D D CPetty trader E2 E2 E1 E1 D C CSkilled Worker E2 E2 E1 D D C CNon-Executive Staff member E2 E2 D D D C CSupervisor D D C C B B BSmall Shopkeeper D D C C B B A2Lower/Middle Officer/ Executive
D D C C B B A2
Professional (Self Emp. Or service)
B B A2 A2 A2 A1 A1
Medium Businessman B A2 A2 A2 A2 A1 A1Senior Executive/ Officer B A2 A2 A2 A1 A1 A1Large Biz. man/ Factory Owner
A2 A2 A2 A1 A1 A1 A1
Q 3. Respondent’s relation to Chief wage earner
1. Wife2. Daughter3. Mother4. Sister5. Other (Please specify)___________
Q 4. How many family members are there in your household and what are their age and gender starting from the youngest?
Q 5. Do you have a close relative working in a ghee or oil manufacturing company, advertising agency or research firm?
1. Yes [quit the interview]2. No [continue]
21
Q 6. Have you participated in any research activity during the last 2 months?
1. Yes [quit the interview]2. No [continue]
Classification questions
Q 7. Marital status
1. Married2. unmarried
Q 8. Educational level
1. Matric2. Intermediate3. Graduate4. Post Graduate5. Other (please specify) ______________
Q 9. Occupation
1. Housewife2. Student3. Professional4. Other (please specify) ______________
Q 10. Monthly household income (in rupees)
1. less than 15,0002. 15,001 – 30,0003. 30,001 – 50,0004. 50,001 – 70,0005. 70,001 – 100,0006. 100,001 – 1,50,0007. 1,50,001 – 2,00,0008. 2,00,001 or above
22
Q 11. What do you use mostly for cooking daily meals?
1. only ghee [go to Q 12]2. only oil [go to Q 29]3. both ghee and oil [go to Q 12]
Q 12. Why do you use ghee for cooking?
1. its healthy2. its pure3. it adds taste to the food4. other (please specify) _____________
Q 13. For how long have you been using ghee?
1. less than 6 months2. more than 6 months3. 1 year4. more than 1 year5. 5 years6. more than 5 years7. more than 10 years
Q 14. When was the last time you used ghee?
1. 1 day go2. 2 days ago3. 1 week ago4. 2 weeks ago5. 1 month ago6. more than 1 month ago7. other (please specify) _____________
Q 15. Which pack size you usually buy?
1. 250 grams2. 500 grams3. 1 kg4. 2.5 kg5. 5 kg6. 10 kg
23
Q 16. How many days does it last?
1. less than a week2. 1 week3. more than 1 week4. more than 2 weeks5. 1 month6. more than 1 month7. other (please specify) _____________
Q 17. How often you buy?
1. daily2. weekly3. every two weeks4. monthly
Q 18. How many units you purchase at a time?
1. 12. 23. 34. 45. 56. more than 5
Q 19. For what purposes you mostly use ghee?
1. for cooking daily meals [go to Q 22]2. for cooking special dishes [go to Q 20]3. at special occasions [go to Q 21]4. Other (please specify) ________________
Q20. If for Special Dishes then specify
1. Parathas2. Halwaas3. Choori4. for Tarka purposes5. Others (please specify) _______________
[go to Q 22]
24
Q 21. If ‘occasionally’ then for what occasion?
1. Basant2. Islamic Festival3. Family Gatherings4. Formal Get together5. others(please specify)_________________
[go to Q 22]
Q 22. On which attributes do you prefer ghee in comparison with oil?
1. Taste [go to Q 23]2. Aroma [go to Q 24]3. Purity [go to Q 25]4. Nutrition [go to Q 26]5. Packaging [go to Q 27]6. Other (please specify) [go to Q 28]
___________________Q 23. If taste
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 24. If aroma
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 25. If purity
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 26. If nutrition
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5
25
Least Extremely Important Important
Q 27. If packaging
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 28. If ______________
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
(Note: “only ghee users” and “both ghee and oil users” go to Q. 39 )
Q 29. Why do you use oil?
1. its healthy2. its transparent3. easy to use 4. its pure5. low cholesterol6. it adds taste to the food7. Other (please specify) _____________
Q 30. For how long have you been using oil?
1. less than 6 months2. more than 6 months3. 1 year4. more than 1 year5. 5 years6. more than 5 years7. more than 10 years
Q 31. On which attributes do you prefer oil in comparison with ghee?
1. Taste [go to Q 32]2. Low cholesterol [go to Q 33]3. Purity [go to Q 34]4. Nutrition [go to Q 35]
26
5. Packaging [go to Q 36]6. Transparency [go to Q 37]7. Other (please specify) [go to Q 38]
__________________________Q 32. If taste
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 33. If it has low cholesterol
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 34. If purity
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 35. If nutrition
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 36. If packaging
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 37. If transparency
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
27
Q 38. If ______________
|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important
Q 39. What product attributes comes to your mind when you think of “ghee”?
Q 40. What image comes to your mind when you think of “ghee”?
28
7. APPENDIX B
FREQUENCY TABLES
TABLE 7.1.
Cooking medium for daily meals
10 9.5 9.5 9.5
41 39.0 39.0 48.6
54 51.4 51.4 100.0
105 100.0 100.0
only ghee
only oil
both ghee & oil
Total
Valid
Frequency PercentValid
PercentCumulative Percent
TABLE 7.2.
For how long have you been using ghee?
1 1.0 1.6 1.6
1 1.0 1.6 3.1
1 1.0 1.6 4.7
3 2.9 4.7 9.4
6 5.7 9.4 18.8
52 49.5 81.3 100.0
64 61.0 100.0
41 39.0
105 100.0
< than 6 months
one year
> than one year
Five years
> than 5 years
> than 10 years
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
29
TABLE 7.3.
When was the last time you used ghee?
30 28.6 46.9 46.9
15 14.3 23.4 70.3
8 7.6 12.5 82.8
2 1.9 3.1 85.9
4 3.8 6.3 92.2
5 4.8 7.8 100.0
64 61.0 100.0
41 39.0
105 100.0
one day ago
two day ago
one week ago
two weeks ago
> than 1 month ago
other
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
TABLE 7.4.
which pack size do you usually buy?
3 2.9 4.7 4.7
5 4.8 7.8 12.5
13 12.4 20.3 32.8
8 7.6 12.5 45.3
27 25.7 42.2 87.5
8 7.6 12.5 100.0
64 61.0 100.0
41 39.0
105 100.0
250gms
500gms
one kg
2.5kg
five kg
ten kg
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
30
TABLE7.5.
When was the last time you used ghee?
30 28.6 46.9 46.9
15 14.3 23.4 70.3
8 7.6 12.5 82.8
2 1.9 3.1 85.9
4 3.8 6.3 92.2
5 4.8 7.8 100.0
64 61.0 100.0
41 39.0
105 100.0
one day ago
two day ago
one week ago
two weeks ago
> than 1 month ago
other
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
TABLE 7.6.
Purchase Frequency
7 6.7 10.9 10.9
12 11.4 18.8 29.7
45 42.9 70.3 100.0
64 61.0 100.0
41 39.0
105 100.0
weekly
every two weeks
monthly
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
31
TABLE 7.7.
For what purposes you mostly use ghee?
24 22.9 37.5 37.5
33 31.4 51.6 89.1
6 5.7 9.4 98.4
1 1.0 1.6 100.0
64 61.0 100.0
41 39.0
105 100.0
for cookingdaily meals
for cookingspecial dishes
at specialoccassions
others
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
TABLE 7.8.
If prefer ghee on taste, how important it is?
1 1.0 1.5 1.5
1 1.0 1.5 3.0
5 4.8 7.5 10.4
40 38.1 59.7 70.1
20 19.0 29.9 100.0
67 63.8 100.0
38 36.2
105 100.0
least important
less important
nor importantneighter disimportant
more important
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
32
TABLE 7.9.
If prefer ghee due to aroma, how important its is?
3 2.9 4.5 4.5
13 12.4 19.7 24.2
38 36.2 57.6 81.8
12 11.4 18.2 100.0
66 62.9 100.0
39 37.1
105 100.0
less important
nor importantneighter disimportant
more important
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
TABLE 7.10.
If prefer ghee on purity, how important it is?
2 1.9 3.0 3.0
7 6.7 10.4 13.4
25 23.8 37.3 50.7
17 16.2 25.4 76.1
16 15.2 23.9 100.0
67 63.8 100.0
38 36.2
105 100.0
least important
less important
nor importantneighter disimportant
more important
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
33
TABLE 7.11.
If prefer ghee on nutrition level, how important it is?
3 2.9 4.5 4.5
2 1.9 3.0 7.5
17 16.2 25.4 32.8
29 27.6 43.3 76.1
16 15.2 23.9 100.0
67 63.8 100.0
38 36.2
105 100.0
least important
less important
nor importantneighter disimportant
more important
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
TABLE 7.12.
If prefer ghee on packaging, how important it is?
2 1.9 3.1 3.1
10 9.5 15.4 18.5
33 31.4 50.8 69.2
17 16.2 26.2 95.4
3 2.9 4.6 100.0
65 61.9 100.0
40 38.1
105 100.0
least important
less important
nor importantneither disimportant
more important
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
34
TABLE 7.13.
For how long have you been using oil?
3 2.9 7.1 7.1
1 1.0 2.4 9.5
2 1.9 4.8 14.3
9 8.6 21.4 35.7
27 25.7 64.3 100.0
42 40.0 100.0
63 60.0
105 100.0
one year
more than one year
five years
more than 5 years
more than 10 years
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
TABLE 7.14.
If prefer oil on taste, how important it is?
1 1.0 2.6 2.6
12 11.4 31.6 34.2
19 18.1 50.0 84.2
6 5.7 15.8 100.0
38 36.2 100.0
67 63.8
105 100.0
less important
nor importantneitherdisimportant
more important
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
35
TABLE 7.15.
If prefer oil due to low cholestrol level, how important it is?
1 1.0 2.6 2.6
2 1.9 5.1 7.7
12 11.4 30.8 38.5
24 22.9 61.5 100.0
39 37.1 100.0
66 62.9
105 100.0
less important
nor importantneither disimportant
more important
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
TABLE 7.16.
If prefer oil on purity, how important it is?
3 2.9 7.7 7.7
14 13.3 35.9 43.6
15 14.3 38.5 82.1
7 6.7 17.9 100.0
39 37.1 100.0
66 62.9
105 100.0
less important
nor importantneither disimportant
more important
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
36
TABLE 7.17.
If prefer oil on Nutrition level, how important it is?
1 1.0 2.6 2.6
3 2.9 7.9 10.5
12 11.4 31.6 42.1
18 17.1 47.4 89.5
4 3.8 10.5 100.0
38 36.2 100.0
67 63.8
105 100.0
least important
less important
nor importantneither disimportant
more imortant
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
TABLE 7.18
If prefer oil on packaging, how important it is?
1 1.0 2.6 2.6
3 2.9 7.7 10.3
14 13.3 35.9 46.2
12 11.4 30.8 76.9
9 8.6 23.1 100.0
39 37.1 100.0
66 62.9
105 100.0
least important
less important
nor importantneither disimportant
more imortant
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
37
TABLE 7.19.
If prefer oil on its transparency, how important it is?
15 14.3 39.5 39.5
14 13.3 36.8 76.3
9 8.6 23.7 100.0
38 36.2 100.0
67 63.8
105 100.0
nor importantneither disimportant
more imortant
extremelyimportant
Total
Valid
SystemMissing
Total
Frequency PercentValid
PercentCumulative Percent
38
TABLE 7.20.
Group $REAGH Reasons for using ghee
Pct of Pct ofCategory label Code Count Responses Cases
its healthy 1 28 34.6 43.1its pure 2 12 14.8 18.5it adds taste to food 3 41 50.6 63.1 ------- ----- ----- Total responses 81 100.0 124.6
40 missing cases; 65 valid cases
TABLE 7.21.
Group $ATTOIL Preffered attributes of oil
Pct of Pct ofCategory label Code Count Responses Cases
taste 1 18 16.4 42.9low cholestrol 2 38 34.5 90.5Purity 3 15 13.6 35.7Nutrition 4 14 12.7 33.3Packaging 5 13 11.8 31.0Transparency 6 12 10.9 28.6 ------- ----- ----- Total responses 110 100.0 261.963 missing cases; 42 valid cases
39
TABLE 7.22.
Group $DISHES Special dishes of ghee Pct of Pct ofCategory label Code Count Responses Cases
Parathas 1 29 40.8 82.9Halwas 2 16 22.5 45.7Choori 3 6 8.5 17.1for tardka purpose 4 20 28.2 57.1 ------- ----- ----- Total responses 71 100.0 202.9
70 missing cases; 35 valid cases
TABLE 7.23.
Group $OCASION Occasional uses of ghee
Pct of Pct ofCategory label Code Count Responses Cases
Basant 1 1 5.9 9.1Islamic Festival 2 1 5.9 9.1Family Gatherings 3 11 64.7 100.0Formal get together 4 4 23.5 36.4 ------- ----- ----- Total responses 17 100.0 154.5
94 missing cases; 11 valid cases
40
TABLE 7.24.
Group $ATTGHEE Preffered attributes of ghee
Pct of Pct ofCategory label Code Count Responses Cases
Taste 1 55 29.4 85.9Aroma 2 40 21.4 62.5Purity 3 29 15.5 45.3Nutrition 4 36 19.3 56.3Packaging 5 25 13.4 39.1Others 6 2 1.1 3.1 ------- ----- ----- Total responses 187 100.0 292.2
41 missing cases; 64 valid cases
TABLE 7.25.
Group $REAOIL Reasons for using oil
Pct of Pct ofCategory label Code Count Responses Cases
its healthy 1 19 25.7 45.2its transparent 2 12 16.2 28.6easy to use 3 8 10.8 19.0its pure 4 5 6.8 11.9low cholestrol 5 23 31.1 54.8it adds taste to the food 6 6 8.1 14.3
41
others 7 1 1.4 2.4 ------- ----- ----- Total responses 74 100.0 176.2
63 missing cases; 42 valid cases
42
TABLE 7.26.
Educational level of respondent * Cooking medium for daily meals Crosstabulation
Chi-Square Tests
10.880a 6 .092
10.202 6 .116
.006 1 .937
105
Pearson Chi-Square
Likelihood Ratio
Linear-by-LinearAssociation
N of Valid Cases
Value df
Asymp.Sig.
(2-sided)
5 cells (41.7%) have expected count less than 5. The minimumexpected count is 1.05.
a.
43
TABLE 7.27.
Which pack size do you usually buy? * Average pack life
Case Processing Summary
64 61.0% 41 39.0% 105 100.0%
64 61.0% 41 39.0% 105 100.0%
which pack size doyou usually buy? *Average pack life
which pack size doyou usually buy? *PurchaseFrequency
N Percent N Percent N Percent
Valid Missing Total
Cases
Chi-Square Tests
27.035a 25 .354
26.422 25 .385
4.335 1 .037
64
Pearson Chi-Square
Likelihood Ratio
Linear-by-LinearAssociation
N of Valid Cases
Value df
Asymp.Sig.
(2-sided)
33 cells (91.7%) have expected count less than 5. The minimumexpected count is .05.
a.
44
45
TABLE 7.28.which pack size do you usually buy? * Purchase Frequency
Chi-Square Tests
8.360a 10 .594
9.679 10 .469
1.311 1 .252
64
Pearson Chi-Square
Likelihood Ratio
Linear-by-LinearAssociation
N of Valid Cases
Value df
Asymp.Sig.
(2-sided)
13 cells (72.2%) have expected count less than 5. The minimumexpected count is .33.
a.
46
47
TABLE 7.29.
For what purposes you mostly use ghee? * how many units you purchase at a time?
Chi-Square Tests
8.384a 15 .907
10.412 15 .793
.569 1 .450
64
Pearson Chi-Square
Likelihood Ratio
Linear-by-LinearAssociation
N of Valid Cases
Value df
Asymp.Sig.
(2-sided)
22 cells (91.7%) have expected count less than 5. The minimumexpected count is .02.
a.
48
For what purposes you mostly use ghee? * how many units you purchase at a time? Crosstabulation
19 3 0 0 1 1 24
19.5 2.3 1.1 .4 .4 .4 24.0
79.2% 12.5% .0% .0% 4.2% 4.2% 100.0%
36.5% 50.0% .0% .0% 100.0% 100.0% 37.5%
29.7% 4.7% .0% .0% 1.6% 1.6% 37.5%
27 3 2 1 0 0 33
26.8 3.1 1.5 .5 .5 .5 33.0
81.8% 9.1% 6.1% 3.0% .0% .0% 100.0%
51.9% 50.0% 66.7% 100.0% .0% .0% 51.6%
42.2% 4.7% 3.1% 1.6% .0% .0% 51.6%
5 0 1 0 0 0 6
4.9 .6 .3 .1 .1 .1 6.0
83.3% .0% 16.7% .0% .0% .0% 100.0%
9.6% .0% 33.3% .0% .0% .0% 9.4%
7.8% .0% 1.6% .0% .0% .0% 9.4%
1 0 0 0 0 0 1
.8 .1 .0 .0 .0 .0 1.0
100.0% .0% .0% .0% .0% .0% 100.0%
1.9% .0% .0% .0% .0% .0% 1.6%
1.6% .0% .0% .0% .0% .0% 1.6%
52 6 3 1 1 1 64
52.0 6.0 3.0 1.0 1.0 1.0 64.0
81.3% 9.4% 4.7% 1.6% 1.6% 1.6% 100.0%
100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
81.3% 9.4% 4.7% 1.6% 1.6% 1.6% 100.0%
Count
Expected Count
% within For whatpurposes youmostly use ghee?
% within howmany units youpurchase at a time?
% of Total
Count
Expected Count
% within For whatpurposes youmostly use ghee?
% within howmany units youpurchase at a time?
% of Total
Count
Expected Count
% within For whatpurposes youmostly use ghee?
% within howmany units youpurchase at a time?
% of Total
Count
Expected Count
% within For whatpurposes youmostly use ghee?
% within howmany units youpurchase at a time?
% of Total
Count
Expected Count
% within For whatpurposes youmostly use ghee?
% within howmany units youpurchase at a time?
% of Total
for cookingdaily meals
for cookingspecial dishes
at specialoccassions
others
For whatpurposesyou mostlyuse ghee?
Total
1 2 3 4 5more
than 5
how many units you purchase at a time?
Total
49
TABLE 7.30.
Monthly household income (in rupees) * which pack size do you usually buy?
Case Processing Summary
64 61.0% 41 39.0% 105 100.0%
Monthly householdincome (in rupees) *which pack size doyou usually buy?
N Percent N Percent N Percent
Valid Missing Total
Cases
50
Monthly household income (in rupees) * which pack size do you usually buy? Crosstabulation
0 1 1 2 0 1 5
.2 .4 1.0 .6 2.1 .6 5.0
.0% 20.0% 20.0% 40.0% .0% 20.0% 100.0%
.0% 20.0% 7.7% 25.0% .0% 12.5% 7.8%
.0% 1.6% 1.6% 3.1% .0% 1.6% 7.8%
2 1 6 1 5 0 15
.7 1.2 3.0 1.9 6.3 1.9 15.0
13.3% 6.7% 40.0% 6.7% 33.3% .0% 100.0%
66.7% 20.0% 46.2% 12.5% 18.5% .0% 23.4%
3.1% 1.6% 9.4% 1.6% 7.8% .0% 23.4%
1 2 2 1 7 3 16
.8 1.3 3.3 2.0 6.8 2.0 16.0
6.3% 12.5% 12.5% 6.3% 43.8% 18.8% 100.0%
33.3% 40.0% 15.4% 12.5% 25.9% 37.5% 25.0%
1.6% 3.1% 3.1% 1.6% 10.9% 4.7% 25.0%
0 0 1 3 8 1 13
.6 1.0 2.6 1.6 5.5 1.6 13.0
.0% .0% 7.7% 23.1% 61.5% 7.7% 100.0%
.0% .0% 7.7% 37.5% 29.6% 12.5% 20.3%
.0% .0% 1.6% 4.7% 12.5% 1.6% 20.3%
0 0 0 1 4 1 6
.3 .5 1.2 .8 2.5 .8 6.0
.0% .0% .0% 16.7% 66.7% 16.7% 100.0%
.0% .0% .0% 12.5% 14.8% 12.5% 9.4%
.0% .0% .0% 1.6% 6.3% 1.6% 9.4%
0 0 3 0 0 1 4
Count
Expected Count
% within Monthlyhousehold income(in rupees)
% within whichpack size do youusually buy?
% of Total
Count
Expected Count
% within Monthlyhousehold income(in rupees)
% within whichpack size do youusually buy?
% of Total
Count
Expected Count
% within Monthlyhousehold income(in rupees)
% within whichpack size do youusually buy?
% of Total
Count
Expected Count
% within Monthlyhousehold income(in rupees)
% within whichpack size do youusually buy?
% of Total
Count
Expected Count
% within Monthlyhousehold income(in rupees)
% within whichpack size do youusually buy?
% of Total
Count
less than 15,000
15,001 - 30,000
30,001 - 50,000
50,001 - 70,000
70,000 - 100,000
100,001 - 1,50,000
Monthlyhouseholdincome (inrupees)
250gms 500gms one kg 2.5kg five kg ten kg
which pack size do you usually buy?
Total
51
TABLE 7.31.
EDULEVEL Educational level of respondentby $ATTOIL (group) Preffered attributes of oil
$ATTOIL
Count taste low chol Purity Nutritio Packagin Row pct estrol n g Row Col pct Total Tab pct 1 2 3 4 5 EDULEVEL 1 2 3 0 0 0 Matric 40.0 60.0 .0 .0 .0 11.1 7.9 .0 .0 .0 4.8 7.1 .0 .0 .0 2 2 3 2 3 2 Intermediate 50.0 75.0 50.0 75.0 50.0 11.1 7.9 13.3 21.4 15.4 4.8 7.1 4.8 7.1 4.8 3 4 10 2 2 1 Graduate 40.0 100.0 20.0 20.0 10.0 22.2 26.3 13.3 14.3 7.7 9.5 23.8 4.8 4.8 2.4 4 10 22 11 9 10 Post graduate 43.5 95.7 47.8 39.1 43.5 55.6 57.9 73.3 64.3 76.9 23.8 52.4 26.2 21.4 23.8 Column 18 38 15 14 13 Total 42.9 90.5 35.7 33.3 31.0
Percents and totals based on respondents
(Continued)
EDULEVEL Educational level of respondentby $ATTOIL (group) Preffered attributes of oil
$ATTOIL
Count Transpar Row pct ency Row
52
Col pct Total Tab pct 6 EDULEVEL 1 0 5 Matric .0 11.9 .0 .0 2 2 4 Intermediate 50.0 9.5 16.7 4.8 3 3 10 Graduate 30.0 23.8 25.0 7.1 4 7 23 Post graduate 30.4 54.8 58.3 16.7 Column 12 42 Total 28.6 100.0
Percents and totals based on respondents
42 valid cases; 63 missing cases
53
TABLE 7.32.
EDULEVEL Educational level of respondentby $ATTGHEE (group) Preffered attributes of ghee
$ATTGHEE
Count Taste Aroma Purity Nutritio Packagin Row pct n g Row Col pct Total Tab pct 1 2 3 4 5 EDULEVEL 1 5 5 5 5 3 Matric 83.3 83.3 83.3 83.3 50.0 9.1 12.5 17.2 13.9 12.0 7.8 7.8 7.8 7.8 4.7 2 7 6 4 7 4 Intermediate 77.8 66.7 44.4 77.8 44.4 12.7 15.0 13.8 19.4 16.0 10.9 9.4 6.3 10.9 6.3 3 27 15 10 12 6 Graduate 90.0 50.0 33.3 40.0 20.0 49.1 37.5 34.5 33.3 24.0 42.2 23.4 15.6 18.8 9.4 4 16 14 10 12 12 Post graduate 84.2 73.7 52.6 63.2 63.2 29.1 35.0 34.5 33.3 48.0 25.0 21.9 15.6 18.8 18.8 Column 55 40 29 36 25 Total 85.9 62.5 45.3 56.3 39.1 0
Percents and totals based on respondents
(Continued)
EDULEVEL Educational level of respondentby $ATTGHEE (group) Preffered attributes of ghee
$ATTGHEE
Count Others Row pct Row
54
Col pct Total Tab pct 6 EDULEVEL 1 1 6 Matric 16.7 9.4 50.0 1.6 2 0 9 Intermediate .0 14.1 .0 .0 3 0 30 Graduate .0 46.9 .0 .0 4 1 19 Post graduate 5.3 29.7 50.0 1.6 Column 2 64 Total 3.1 100.0
Percents and totals based on respondents
64 valid cases; 41 missing cases
55
TABLE 7.33.
$REAOIL (group) Reasons for oilby HOWLONGO For how long have you been using oil?
HOWLONGO
Count one year more tha five ye more tha more tha Row pct n one ye ars n 5 year n 10 yea Row Col pct ar s rs Total Tab pct 3 4 5 6 7 $REAOIL 1 1 0 1 5 12 19 its healthy 5.3 .0 5.3 26.3 63.2 25.7 9.1 .0 33.3 31.3 27.9 1.4 .0 1.4 6.8 16.2 2 3 0 0 3 6 12 its transparent 25.0 .0 .0 25.0 50.0 16.2% 27.3 .0 .0 18.8 14.0 4.1 .0 .0 4.1 8.1 3 3 0 0 1 4 8 easy to use 37.5 .0 .0 12.5 50.0 10.8% 27.3 .0 .0 6.3 9.3 4.1 .0 .0 1.4 5.4 4 2 0 1 0 2 5 its pure 40.0 .0 20.0 .0 40.0 6.8% 18.2 .0 33.3 .0 4.7 2.7 .0 1.4 .0 2.7
5 2 1 1 4 15 23 low cholestrol 8.7 4.3 4.3 17.4 65.2 31.1% 18.2 100.0 33.3 25.0 34.9 2.7 1.4 1.4 5.4 20.3
56
6 0 0 0 2 4 6 it adds taste to the .0 .0 .0 33.3 66.7 8.1% .0 .0 .0 12.5 9.3 .0 .0 .0 2.7 5.4 7 0 0 0 1 0 1 others .0 .0 .0 100.0 .0 1.4% .0 .0 .0 6.3 .0 .0 .0 .0 1.4 .0 Column 11 1 3 16 43 74 Total 14.9 1.4 4.1 21.6 58.1 100.0
Percents and totals based on responses
42 valid cases; 63 missing cases
57
TABLE 7.34.
COOKINGM Cooking medium for daily mealsby $REAGHEE (group) Reasons for using ghee
$REAGHEE
Count its heal its pure it adds Row pct thy taste to Row Col pct foo Total Tab pct 1 2 3 COOKINGM 1 4 1 6 11 only ghee 36.4 9.1 54.5 13.6% 14.3 8.3 14.6 4.9 1.2 7.4 2 1 0 0 1 only oil 100.0 .0 .0 1.2% 3.6 .0 .0 1.2 .0 .0 3 23 11 35 69 both ghee & oil 33.3 15.9 50.7 85.2% 82.1 91.7 85.4 28.4 13.6 43.2 Column 28 12 41 81 Total 34.6% 14.8% 50.6% 100.0
Percents and totals based on responses
65 valid cases; 40 missing cases
TABLE 7.35.
COOKINGM Cooking medium for daily mealsby $REAOIL (group) Reasons for oil
58
$REAOIL
Count its heal its tran easy to its pure low chol Row pct thy sparent use estrol Row Col pct Total Tab pct 1 2 3 4 5 COOKINGM 2 19 11 8 5 23 73 only oil 26.0 15.1 11.0 6.8 31.5 98.6% 100.0 91.7 100.0 100.0 100.0 25.7 14.9 10.8 6.8 31.1 3 0 1 0 0 0 1 both ghee & oil .0 100.0 .0 .0 .0 1.4% .0 8.3 .0 .0 .0 .0 1.4 .0 .0 .0 Column 19 12 8 5 23 74 Total 25.7 16.2 10.8 6.8 31.1 100.0%
Percents and totals based on responses
(Continued)
Cooking medium for daily mealsby $REAOIL (group) Reasons for oil
$REAOIL
Count it adds others Row pct taste to Row Col pct the Total Tab pct 6 7 COOKINGM 2 6 1 73
59
only oil 8.2 1.4 98.6% 100.0 100.0 8.1 1.4 3 0 0 1 both ghee & oil .0 .0 1.4% .0 .0 .0 .0 Column 6 1 74 Total 8.1% 1.4% 100.0%
Percents and totals based on responses
42 valid cases; 63 missing cases
TABLE 7.36
60
Cooking medium for daily meals * For what purposes you mostly use ghee? * SEC Crosstabulation
Count
3 3
3 13 16
6 13 19
1 1
1 1 2
2 1 3
2 2
5 9 2 1 17
7 9 2 1 19
4 4
5 11 3 19
9 11 3 23
only ghee
both ghee & oil
Cooking mediumfor daily meals
Total
only ghee
both ghee & oil
Cooking mediumfor daily meals
Total
only ghee
both ghee & oil
Cooking mediumfor daily meals
Total
only ghee
both ghee & oil
Cooking mediumfor daily meals
Total
SECsec A1
sec A2
sec B
sec C
forcooking
dailymeals
forcookingspecialdishes
at specialoccassions others
For what purposes you mostly use ghee?
Total
61
SEC * Cooking medium for daily meals * Monthly household income (inrupees) Crosstabulation
% within SEC
100.0% 100.0%
40.0% 20.0% 40.0% 100.0%
33.3% 16.7% 50.0% 100.0%
50.0% 50.0% 100.0%
41.7% 58.3% 100.0%
46.2% 53.8% 100.0%
44.4% 55.6% 100.0%
83.3% 16.7% 100.0%
50.0% 50.0% 100.0%
12.5% 25.0% 62.5% 100.0%
12.5% 12.5% 75.0% 100.0%
12.5% 33.3% 54.2% 100.0%
10.0% 50.0% 40.0% 100.0%
100.0% 100.0%
20.0% 20.0% 60.0% 100.0%
40.0% 60.0% 100.0%
9.5% 38.1% 52.4% 100.0%
50.0% 25.0% 25.0% 100.0%
75.0% 25.0% 100.0%
50.0% 50.0% 100.0%
30.0% 40.0% 30.0% 100.0%
50.0% 50.0% 100.0%
50.0% 50.0% 100.0%
100.0% 100.0%
100.0% 100.0%
25.0% 75.0% 100.0%
60.0% 40.0% 100.0%
60.0% 40.0% 100.0%
sec B
sec C
SEC
Total
sec A1
sec B
sec C
SEC
Total
sec A1
sec A2
sec B
sec C
SEC
Total
sec A1
sec A2
sec B
sec C
SEC
Total
sec A1
sec B
sec C
SEC
Total
sec A1SEC
Total
sec A1
sec B
SEC
Total
sec A1SEC
Total
Monthly householdincome (in rupees)
less than 15,000
15,001 - 30,000
30,001 - 50,000
50,001 - 70,000
70,000 - 100,000
100,001 - 1,50,000
1,50,001 - 2,00,000
2,00,000 or above
only ghee only oilboth ghee
& oil
Cooking medium for dailymeals
Total
62
8. APPENDIX C
FIGURE 8.1.
Cooking medium for daily meals
Cooking medium for daily meals
both ghee & oilonly oilonly ghee
Pe
rce
nt
60
50
40
30
20
10
0
FIGURE 8.2.
For how long have you been using ghee?
For how long have you been using ghee?
> than 10 years
> than 5 years
Five years
> than one year
one year
< than 6 months
Pe
rce
nt
100
80
60
40
20
0
63
FIGURE 8.3.
When was the last time you used ghee?
When was the last time you used ghee?
other
> than 1 month ago
two weeks ago
one week ago
two day ago
one day ago
Pe
rce
nt
50
40
30
20
10
0
FIGURE 8.4.
which pack size do you usually buy?
which pack size do you usually buy?
ten kgfive kg2.5kgone kg500gms250gms
Pe
rce
nt
50
40
30
20
10
0
64
FIGURE 8.5.
Purchase Frequency
Purchase Frequency
monthlyevery two weeksweekly
Pe
rce
nt
80
60
40
20
0
FIGURE 8.6.
For what purposes you mostly use ghee?
For what purposes you mostly use ghee?
others
at special occassion
for cooking special
for cooking daily me
Pe
rce
nt
60
50
40
30
20
10
0
65
FIGURE 8.7.
If prefer ghee on taste, how important it is?
If prefer ghee on taste, how important it is?
extremely important
more important
nor important neight
less important
least important
Pe
rce
nt
70
60
50
40
30
20
10
0
FIGURE 8.8.
If prefer ghee due to aroma, how important its is?
If prefer ghee due to aroma, how important its is?
extremely important
more important
nor important neight
less important
Pe
rce
nt
70
60
50
40
30
20
10
0
66
FIGURE 8.9.
If prefer ghee on purity, how important it is?
If prefer ghee on purity, how important it is?
extremely important
more important
nor important neight
less important
least important
Pe
rce
nt
40
30
20
10
0
FIGURE 8.10.
If prefer ghee on nutrition level, how important it is?
If prefer ghee on nutrition level, how important it is?
extremely important
more important
nor important neight
less important
least important
Pe
rce
nt
50
40
30
20
10
0
67
FIGURE 8.11.
If prefer ghee on packaging, how important it is?
If prefer ghee on packaging, how important it is?
extremely important
more important
nor important neithe
less important
least important
Pe
rce
nt
60
50
40
30
20
10
0
FIGURE 8.12.
For how long have you been using oil?
For how long have you been using oil?
more than 10 years
more than 5 years
five years
more than one year
one year
Pe
rce
nt
70
60
50
40
30
20
10
0
68
FIGURE 8.13.
If prefer oil on taste, how important it is?
If prefer oil on taste, how important it is?
extremely important
more important
nor important neithe
less important
Pe
rce
nt
60
50
40
30
20
10
0
FIGURE 8.14.
If prefer oil due to low cholestrol level, how important it is?
If prefer oil due to low cholestrol level, how important it is?
extremely important
more important
nor important neithe
less important
Pe
rce
nt
70
60
50
40
30
20
10
0
69
FIGURE 8.15.
If prefer oil on purity, how important it is?
If prefer oil on purity, how important it is?
extremely important
more important
nor important neithe
less important
Pe
rce
nt
50
40
30
20
10
0
FIGURE 8.16.
If prefer oil on Nutrition level, how important it is?
If prefer oil on Nutrition level, how important it is?
extremely important
more imortant
nor important neithe
less important
least important
Pe
rce
nt
50
40
30
20
10
0
70
FIGURE 8.17.
If prefer oil on packaging, how important it is?
If prefer oil on packaging, how important it is?
extremely important
more imortant
nor important neithe
less important
least important
Pe
rce
nt
40
30
20
10
0
FIGURE 8.18.
If prefer oil on its transparency, how important it is?
If prefer oil on its transparency, how important it is?
extremely importantmore imortantnor important neithe
Pe
rce
nt
50
40
30
20
10
0
71
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