Developing suitable strategies to market

“DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL

1. EXECUTIVE SUMMARY

INTRODUCTION

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

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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.




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%



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.

Conclusion

This 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.)

Productio

n 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

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, 1http://fcamin.nic.in/dfpd/EventDetails.asp?EventId=561&Section=Edible

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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

711313

(In terms of Oil-bearing Material)

31%

Refineries attached with

Vanaspati Units127

51(in terms of oil)

45%

Refineries attached with Solvent Units

29736

(in terms of oil)27%

Independent Refineries

58535


Total Refineries 1009122


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 - Sunflower Oil



Sunglod

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 RESEARCH

1. 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

2 Fundamentals of Statistics by J. C. Berry pp 23-196



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

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 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 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


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


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


Valid Daily 62 31.0 31.0 31.0



Weekly 66 33.0 33.0 64.0Fortnightly 46 23.0 23.0 87.0

Monthly 26 13.0 13.0 100.0Total 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


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 33.5



Convenient to handle 67 33.5 33.5 67.0Packed oil is

hygienic53 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


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


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


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 38.0Probably would

like to buy57 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 SizeObserved

Frequencies (O)Expected

Frequencies (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 4 3 1 7 15



Instn

Canteens

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 ANALYSIS

Table 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 %


Kirana Stores

Associated Agencies andw holesale Traders

Directly from mill

Direcly from KOF


Interpretation: 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.

Objective 1: Purchase Behaviour of the industrial customers

1. 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 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


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


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 %

4 Soyabean 1258 0.8 %

5 Palm 59349 38.89 %

Total 1,52,595 kgs 100

3 District Statistic Office Gadget.



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 %


Groundnut23%

Sunflower13%

Palm28%

Vanaspati14%

Soyabean8%

Ghee14%

Groundnut Sunflower Palm Vanaspati Soyabean Ghee


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

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.





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.




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.


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.




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%



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.

2. Good relation with retailers

3. Direct distribution channel

4. Well accepted quality.

OPPORTUNITIES1.Hubli-Dharwad

region is densely covered with 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. ANNEXURES

I. Questionnaire

Personal Information

Name:____________________________________________________________________________



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 it

Yes □ 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 III

Price

Quality

Brand

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 because

Packing 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 price

Definitely 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.
