CHAPTER - I INTRODUCTION AND DESIGN OF THE STUDY INTRODUCTION Every business is trying to make their product more popular and there by try to be successful. But all the businesses does not attain success due to several reasons .One of the most important reason is consumer’s behaviour. It is very difficult to predict and understand this obviously, it becomes important for every business to concentrate on consumers and their behaviour. The primary work of the business in the olden days was to concentrate only in the production areas. But the trend today is totally different as the importance goes on with marketing productions. In the competitive world of business, without paying importance on marketing the business will never be successful. 1
Transcript
CHAPTER - I
INTRODUCTION AND DESIGN OF THE STUDY
INTRODUCTION
Every business is trying to make their product more popular and there
by try to be successful. But all the businesses does not attain success due to
several reasons .One of the most important reason is consumer’s behaviour.
It is very difficult to predict and understand this obviously, it becomes
important for every business to concentrate on consumers and their
behaviour.
The primary work of the business in the olden days was to concentrate
only in the production areas. But the trend today is totally different as the
importance goes on with marketing productions. In the competitive world of
business, without paying importance on marketing the business will never be
successful.
BUYER BEHAVIOUR
The buyer behaviour mean the Behaviour of the buying at the time of
purchase, he may be influenced by lot of factors.
Understanding the buying behaviour of the target market is the
essential task and Marketing managers under the Marketing concept. The
consumers market consist of all individuals and house holds those buys or
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acquires goods and services for personal consumption. Consumers vary
tremendously in age, income, educational level and taste. Markets find it
useful to differentiated different consumer groups of segments and to
develop products and services tailored to their needs.
If a market segment is large are enough source companies will setup a
special marketing program me to survey this market segments. In earlier
time marketers could understand consumers through the daily experience of
selling to them but the growth in the size of the company of market has
removed many marketing decision. Markets from direct conduct with
customers.
This purchasing power or economic model of consumer behaviour is
certainly undimensional, it lead us to the Four important production about
the buyer behaviour.
1. Lower the price of the product the bigger the quantity that will be
bought which is generally called price effect.
2. Higher the purchasing powers the higher the quantity that will be
bought which is known as ‘income effect’.
3. Lower the price of a substitute product the lower quantity will be
bought of the original product which is known as substitute effect.
4. Higher the provisional expenditure the higher the sales which is most
commonly known as communication effect.
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FACTORS INFLUENCING CONSUMER BEHAVIOUR
A buyer’s purchase decisions are influenced by the factors which are
detailed below:
1. CULTURAL FACTORS
Culture is the most fundamental determinant of a persons wants and
behaviour. It refers to a set of learned beliefs, attitudes, values, Customs,
habits etc, and determines human wants and behaviour.
2. SOCIAL FACTORS
It includes reference groups, family and social class.
1. Reference Groups:
Reference groups refers to all the groups that have an influence
whether direct or indirect on the person’s behaviour. People are influenced
by many groups. According to Philip kotler, following are the various groups
which have influence over a person’s behaviour.
a) Membership Groups:
Membership groups are those groups to which the person belongs and
interacts. These groups have a direct finance on its member’s behaviour.
b) Primary Groups:
Primary groups include groups of friends, family members, neighbours,
co-staff etc. Here there is a fairly continuous interaction.
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c) Secondary Groups:
Here there is only a less continuous interaction and includes religious
groups, professional groups etc.
d) Aspirational Groups:
These are the groups to which a person would like to become its
member. People are also influenced by such group.
e) Dissociative Groups:
These are the groups, whose values an individual rejects.
2. Family:
Family can influence a person’s buying behaviour because most
consumers belong to a family. The family is considered as the most
important consumer buying organization in society. So it has to be
researched extensively. Marketers should study the role and the relative
influence of the husband, wife and children in the purchase of products or
services.
3. Social Class:
Consumer behaviour is determined by the social class to which they
belong or by which they are attracted etc. There are three different social
classes in our country. They are upper class, middle class and lower class.
All the three social classes will differ in their buyer behaviour.
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a) Lower Class:
Consumers buy usually on impulse and do not even care to read
advertisements much.
b) Middle Class:
Consumers purchase carefully and read advertisements much to know
and compare the prices of different producers engaged in the same line of
activity.
c) Upper Class:
Consumers want high class goods to maintain their status in the
society.
STATEMENT OF THE PROBLEM
The study on consumer preference helps to know who the customers
are, What they want, how they use and react to the product. The wants of the
consumer are carefully studied by conducting surveys on consumer
preference.
SCOPE OF THE STUDY
The study covers the entire area of Namakkal town for the purpose of
studying consumer preference towards Usha Sunflower Oil.
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OBJECTIVES OF THE STUDY
A study on consumer preference towards Usha Sunflower Oil has
been carried out with the following objectives.
1. To give a profile of the company.
2. To analyze the theoretical aspect of consumer behaviour.
3. To provide a data analysis & interpretation of Usha Sunflower Oil.
4. To list out the Findings & suggestions for the improvement of Usha
Sunflower Oil.
RESEARCH METHODOLOGY
1. Research Design:
The formidable problem that follows the task of defining the research
problem is the preparation of the research project, popularly known as the
“Research Design”.
“ A research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure”.
2. Descriptive Research Design:
Descriptive research studies are those studies which are concerned
with describing the characteristics of a particular individual, or of a group,
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where as diagnostic research studies determine the frequency with which
something occurs or its association with something else.
DATA SOURCES
This study is based on primary data collected from a sample of 50
respondents.
1. Primary Data
2. Secondary Data
1. Primary Data:
Primary data refers to those data, which are collected first hand by the
investigator. Such data are original in character and are generated in a large
number of surveys conducted.
Consumer’s opinion’s have been collected as primary data through
well designed questionnaire by using convenience sampling method.
2. Secondary Data:
Secondary data refers to information were collected from various
books, Journals, internet and periodicals pertaining to the relevant matter of
the subject under the study.
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TOOLS OF ANALYSIS
Percentage Method:
Percentage refers to a special kind of ratio –percentages are used in
making comparison between two or more series of data. Percentages are
used to describe relationship, it allows a meaningful comparison /
interpretation to be made.
LIMITATIONS OF THE STUDY
i. The study is limited to Namakkal town only and therefore the findings
cannot be extended to other areas.
ii. The data was collected using the questionnaire technical and therefore
all the data collected may not be accurate.
iii. Time and cost limiting the study to a sample of 50 respondents.
iv. At the time of data collection few consumer are not willing to give
response.
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CHAPTER SCHEME
The study is presented in five chapters. Brief contents of these
chapters are as follows;
CHAPTER – I
This chapter deals with introduction, Objectives of the study, Scope,
Statement of the problem, Research Methodology and Tools of analysis,
Limitations of the study and Chapter scheme.
CHAPTER – II
The second chapter deals with the profile of the company.
CHAPTER - III
This chapter deals with the theoretical issues of buyer Behaviour.
CHAPTER – IV
Fourth chapter focusing on Data Analysis and Interpretation.
CHAPTER – V
The last chapter is the concluding chapter of the whole study, which
contains main findings of the study & suggestions.
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CHAPTER-II
PROFILE OF THE COMPANY
B.S.P REFINERIES LTD.,
TRADITIONS TAKE ROOTS
Like the sunflower that basks in brilliant sunshine, BSP Refineries Ltd
Shines forth as Usha among tar. Established in 1995 by BSP refineries group
of concerns, backed by the company’s rich experience in oil trading,
Refinery visualized Usha its brand of package Sunflower as “Quality
sunflower oil, which is healthy, hygienically prepared and goes easy on
the pocket too”.
Quality, as the cliché goes, is accepted by every one. As per this
golden rule, Usha soon became a phenomenon among sunflower oil with sky
rocketing sales and growth. Recently, the brand has been awarded the
AGMARK accreditation of quality, as well.
Thus, a Golden Era in edible oil has dawned.
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USHA SUNFLOWER OIL
Sunflower oil is the non-volatile oil expressed from sunflower
(Helianthus annulus) seeds. Sunflower oil is commonly used in food as a
frying oil, and in cosmetic formulations as an emollient.
COMPOSITION
Sunflower oil contains predominantly linoleic acid in triglyceride
form. The British Pharmacopoeia lists the following profile:
Palmitic acid : 4 - 9%,
Stearic acid : 1 - 7%,
Oleic acid : 14 - 40%,
Linoleic acid: 48 - 74%.
There are several types of sunflower oils produced, such as high
linoleic, high oleic and mid oleic. High linoleic sunflower oil typically has at
least 69% linoleic acid. High oleic sunflower oil has at least 82% oleic acid.
Variation in fatty acid profile is strongly influenced by both genetics and
climate.
Sunflower oil also contains lecithin, tocopherols, carotenoids and
waxes. Sunflower oil's properties are typical of a vegetable triglyceride oil.
Sunflower oil is produced from oil type sunflower seeds. Sunflower oil is
light in taste and appearance and has a high Vitamin E content. It is a
combination of mono- unsaturated and polyunsaturated fats with low
saturated fat levels.
PHYSICAL PROPERTIES
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Sunflower oil is liquid at room temperature. The refined oil is clear
and slightly amber-colored with a slightly fatty odor.
Smoke point (refined) 230 °C 440 °F[citation needed]
Smoke point (unrefined) 107 °C 225 °F[citation needed]
Density (25 ºC) 917 kg/m3[citation needed]
Refractive index (25 ºC) ≈1.473[citation needed]
USES
As a frying oil, sunflower oil behaves as a typical vegetable
triglyceride. In cosmetics, it has smoothing properties and is considered
noncomedogenic. Only the high-oleic variety possesses shelf life sufficient
for commercial cosmetic formulation. Sunflower oil's INCI name is
Helianthus Annulus (Sunflower) Seed Oil.
HEALTH BENEFITS
There are a variety of health benefits associated with the consumption
of Sunflower oil.
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1. Diet and Cardiovascular Benefits:
Sunflower oil is high in the essential vitamin E and low in saturated
fat. The two most common types of sunflower oil are linoleic and high oleic.
Linoleic Sunflower oil is a common cooking oil that has high levels of the
essential fatty acids called polyunsaturated fat. It is also known for having a
clean taste and low levels of trans fat. High oleic sunflower oils are classified
as having Monounsaturated levels of 80% and above. Newer versions of
sunflower oil have been developed as a hybrid containing linoleic acid. They
have monounsaturated levels lower than other oleic sunflower oils. The
hybrid oil also has lower saturated fat levels than linoleic sunflower oil.
Sunflower oil of any kind has been shown to have cardiovascular
benefits as well. Diets combined with a low fat content and high levels of
oleic acid have been suggested to lower cholesterol This, in turn, results in a
smaller risk of heart disease. Sunflower oils fit this criteria. Studies of adults
suggested that a balanced diet in which small quantities of saturated fats are
replaced with sunflower oil has detectable cholesterol- reducing benefits.
Research suggests that lower cholesterol levels can be caused by balances of
polyunsaturated and monounsaturated fatty acids. Sunflower oil may help
with this balance.
2. Restaurant and Food Industry Uses:
Restaurants and food manufacturers are becoming aware of the
health
benefits of sunflower oil. The oil can be used in conditions with extremely
high cooking temperatures. It may also help food stay fresher and healthier
for longer periods of time. Food manufacturers are starting to use sunflower
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oil in an effort to lower the levels of trans fat in mass produced foods. A
number of common snack foods currently contain sunflower oil, including
Kettle, Sun Chips, Ruffles, Walkers and Lay's potato chips; the recipe of the
latter was modified in late 2006 in order to include the oil.
3. Sunflower Oil as Skin Protection:
Sunflower oil may also have suggested skin-health benefits.
Sunflower oil, like other oils, can retain moisture in the skin. However, it
may also provide a protective barrier that resists infection. Studies using
sunflower oil have been conducted involving pre-term infants that are often
susceptible to infection due to their underdeveloped skin. Research suggests
that pre-term infants with low birth weight can benefit from sunflower oil
skin treatments. Infections decreased by 41% in infants that received a daily
skin treatment of sunflower oil. The sunflower oil provided a protective
barrier against infection that was not otherwise present on the infant.
CLASSIFICATION OF SUNFLOWER OIL
1. Linoleic:
Sunflower oil contains essential fatty acids that are polyunsaturated.
However, the structure of linoleic oil requires light hydrogenation to remain
stable for frying. Linoleic sunflower oil usually contains about 20 percent
Flow of goods from the producer to the consumer is the traditional
concept of marketing. Here all the activities that are carried out to facilitate
the flow of goods and services come under marketing. In other words,
marketing includes all the activities directly and indirectly connected with
production, transportation, storage, grading, selling and all the efforts of the
wholesalers and retailers. This has been the standard approach for many
years and it is still a valid way of looking at the filed of marketing. It
emphasizes merely one particular aspect i.e., movement of goods and
services from producer to consumer. But it makes marketing production
oriented rather than consumer oriented. It also overlooks the managerial
decision making aspects involved in marketing.
According to Kotler “Marketing is a social and managerial process by
which individuals and groups obtain what they need and want through
creating, offering and exchanging products of value with others”.
CONSUMER
Everybody of us is a consumer. We need variety of goods and services
right from our birth to death. Because of marketing, we can have what we
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need. Marketing is a process through which both the buyer and seller give
something (e.g., goods, services, money etc.,)to each other for maximum
possible satisfaction. Consumer is a person or an individuals, institution,
who buys or hires goods and services for consideration , paid or promised
and include user of goods, using them with the approval of the buyer but
does not include a person who obtains goods for resale or for any other
commercial purpose.
Consumers are people in family and other kinds of households who
buy and use products and services in order to satisfy their personal needs and
wants.
THE INDIAN CONSUMER
To understand the peculiarities of the Indian consumer, to construct
his buying profile he has to be studied in relation to his environment, his
culture and tradition, his educational and economic status, his level of
exposure and the degree of his sophistication.
A comprehensive study of the Indian consumer has not been
undertaken so far of course, quite a few studies have been conducted by
academic institutions and individual researchers on isolated aspects of the
buying behaviour of the Indian consumer.
Based on those theories and findings Indians as a dass present a
striking contrast to the people of the west. By and large they are not an
adventurous, thrill seeking, highly strong community. Basically, they are
conservative minded and tradition –bound people. They do not seek after
great events for their happiness. They are content with the small happenings
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in the family or community. These are some general characteristics of the
Indian people.
CONSUMER BUYING PROCESS
Participants in the buying process
The major participants that play an important role in the buying -
process, are 1) Initiator, 2) Influencer, 3) Decider, 4) Buyer, and 5) User, we
describe each one, through briefly:-
1. Initiator:
He is the person, who first suggests and thinks of the idea of buying
the particular product.
2. Influencer:
The person, who implicitly or explicitly has some influence, on the
final buying- decision of others.
3. Decider:
He is the person, who decides finally any part or whole of the buying-
decision, i.e, whether to buy or not? What to buy? How to buy? When to
buy? Or where to buy?
4. Buyer:
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The person, who actually buys. Buyer may be the decider or he may
be some other person.
5. User:
He is the person, who actually uses the purchased item .
STAGES OF BUYING PROCESS
Consumer Behaviour can be better understood with the help of
understanding the buying process. It is a process of deciding whether to buy
or not to buy. The buying process begins before the actual purchase takes
place and will continue after the purchase also. The process consists of the
following five stages.
Buying Decision Process
Need
recognition
Information
Search
Evaluatio
n of
attitudes
Purchase
decision
Post
purchase
behaviour
Many models have been developed describing the buying process.
These models called as consumer behaviour models treat a consumer as a
decision- maker who comes to a market place to buy the product / brand for
his satisfaction of needs. The buying process has been discussed below
through the consumer behaviour models.
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THEORIES OF CONSUMER BEHAVIOUR
Buying behaviour is complex and dynamic. The behavioural sciences
like economics, sociology, psychology, anthropology play a significant role
as determinants of buyer behaviour. The study of buyer behaviour is
essential to perform marketing functions successfully because success of
marketing relies mainly on the buying pattern of consumers. We shall now
discuss various theories developed in this context.
1. Economic Theories:
Marshallion model: This model was developed by classical
economists. This model describes that a consumer will buy regularly those
products at relative prices that will give him maximum satisfaction. Further,
it describes that buying decisions are made as the result of rational activities
and economic calculations. It does not explain now brand and product
preferences are formed. One of the behavioural hypothesis suggested by
economic model is “Lower the price of the product, higher the sales” may
not be accepted to its entirety because price is not only the factor which
determines the volume of sales. Sometimes people may afraid of the quality
if the price is low.
2. Psychological Theories:
Psychological theories are known as learning theories. According to
these theories, people learn from post experience and the results of such
experience will change their actions on future events. It explains now the
buying habits are developed through various steps viz . , repetition,
motivation, conditioning and relationship. According to stimulus response
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theory. Learning involves four central processes drive, cue, response &
reinforcement.
Further, psychology directs the satisfaction of certain needs which is
popularly known as Maslow’s hierarchy of human needs. They are,
1. Physiological needs i.e. basic needs viz., food, drink.
2. Safety needs – security, protection.
3. Social needs i.e, love and belongingness needs – presenting gift at
various occasions.
4. Esteem needs – self respect, prestige in society.
5. Self actualization needs – achievement in life.
3. Psycho – Analytic Theories:
Psycho – Analytic Theory was developed by Sigmund Freud. It has
three elements namely, id, ego and super ego id denotes the free mechanism
which leads to strong drives. Ego weights consequences of the act instead of
rushing blindly into the act. Super ego tries to keep the acts morally right.
The buyer behaviour relies on the relative strength of these tree elements.
Sometimes there may be a conflict between the elements of id and super
ego. Ego maintains the balance between the id and the super ego.
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4. Socio – Cultural Theories:
This theory is also known as group theories. This theory considers
man as a social animal. The person’s buying decisions are influenced by the
family and society. His wants and behaviour are largely influenced by the
group to which the belong other groups like cultural groups, reference
groups, social classes, family are also influence one’s buying decisions.
CONSUMER GOODS
According to American Marketing Association, “Consumer goods are
defined for use by ultimate consumer or households and in such form that
they can be used without commercial processing”. The knowledge and
sophistication of consumer vary according to whether the goods are
industrial or consumer goods.
The manufacturer must keep a constant touch with the customer. He
must plan his production and distribution to suit the customers convenience
rather than his own very often consumer is not an individual at all but a
whole family . customer and consumer is the central theme of the marketing
system. For a product to sell, with or without advertising it must satisfy some
needs of the consumers. These needs dominate the behaviour of the
consumer. Buying motives that prompt the buyer to buy a product may be
fear, desire for money, vanity, pride, fashion, possession, sex or romance,
affection and comfort.
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CONSUMER RESEARCH
Consumer research is the methodology used to study consumer
behaviour. Consumer behaviour research enables marketers to carry out new
market segments based on variables that emerge as important discriminators
among consumers for a specific product. Consumer research is relevant to
each variable in the marketing mix, product, price, promotion and
distribution.
Consumer research enables the marketer to build consumer
“Meaning” into the product by discovering which attributes are most
important to the target market and integrating them into design of the
product.
It presides the basis for the development of new product concepts and
families of products to meet the targets of consumer needs. It assists the
marketer in establishing psychological pricing levels that consumers would
be willing to pay. Consumer research is used to determine persuasive
advertising appeals and to identify appropriate media choices to reach
selected target markets.
Consumer research identifies “Where consumer shop and now they
perceive various distribution outlets and provides the basis for an effective
distribution strategy”. Through consumer research the marketers can get a
better idea of how consumers buy and how they make specific choices. This
enables them to describe the consumer decision making process in general
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REVIEW OF LITERATURE
Marketing and consumer behaviour are the wide term which
constitutes so many main functions and sub function. These terms are the
backbone of a project on consumer gratification. Here the two terms are
reviewed literally. Review of literature deals with the important factors and
lines of marketing and consumer behaviour.
PRODUCTION ORIENTATION
Marketing managers operating under a production – oriented
philosophy fours their efforts on physical production stress development in
technology.
Henry Ford’s famous description of the model J –
“You can have any color you want as long as it’s black”.
Sums up the prevailing attitude of the production orientation.
Sales orientation – changing their minds
The philosophy of a sales oriented organization is to change
consumers minds to fit the product. It is epitomized by the slogan.
“Push ! Push !Sell! Sell!”
The sales orientation is perhaps most common during economic
during economic periods when supply exceed demand, such as the great
depreciation (1929 – 1933).
Marketing concept the foundation of a Marketing orientation
1. To be consumers oriented in all matters, from product
development to honoring warranties and service contracts.
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2. The stress long – run profitability rather than short term profits o
sales volumes.
3. To integrate and co-ordinate marketing functions and other
corporate functions.
“Although the marketing concept has clear application to many
situation, the point has been made it need not be applied to every possible
situation.”1
Marketing role in society can be illustrated by the description of
marketing “the delivery of a standard of living to society.”2
The consumer or customer should be seen as “the fulcrum, the pivot
pint about which the business moves in operating for the balanced interest of
all concerned.3
“ Its up to us to move to the customer”4
“ Buying customers, as doing the things that will make people want to
do business with it”5
“ The best advertisement is done by satisfied customers”6
“ More of today’s marketing is moving from the market place into
cyberspace.”7
1 Franklin S.Houston, Journal of Marketing, April, 1986.2 Philip Kotler, “Marketing Management.3 Fred J.Burch, Harvad Business review July – August, 19604 Priscilla A.La Barbara and Larry J, MSU Business Topics, winter 19805 Theodore Levit, Marketing Myopia, Harvad Business Review July – August, 19606 Philip Kotler, “Marketing Management” 7 Philip Kotler, “Marketing Management”
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“ The future isn’t ahead of us. It has already happened"8
“Consumer behaviour as those actions directly involved in obtaining,
consuming and disposing of products and services, including the decisions
process that proceeds and follow the action”9
The behaviours that consumer display in scanning for purchasing,
using evaluating and disposing of products and services that expect will
satisfy their needs. The study of consumer behaviours is the study of how
individuals make decision to spend their available resources on consumption
related items. It includes the study of what they buy, why they buy it, when
they buy it, where they buy it, how often they buy it and how often they use
it”10
“Marketing included those business activities which are involved in
the flow of goods and services from production to consumption”
“Marketing research is the function which links the consumers,
customers and public to the market through information used to identify and
define marketing opportunity and problems; generate, refine, and evaluate
marketing actions; monitor marketing performance; and improving
understanding of marketing as a process.”
“Marketing research specifies the information required to address
these issues; designs the method for collecting information; manage and
implements the data collection process; analysis the results and
communicates the findings and their implications.”11
8 Philip Kotler, “Marketing Management” 9 Engel (James F), Black well Rger D.Mimi and paulkat – “Consumer Behaviour” 10 LeonG.Sctiffon & Lesik Lazar Kanuk – “Consumer Behaviour”11 Reported in New “Marketing Research Definition Approved”, Marketing News, 21 (January, 1987)
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“It role is to broaden managerial decision alternatives and reduce the
range of decision error through application of the scientific method to
analysis of data and evaluation of information”12
“Selling focuses on the needs of the seller; marketing on the needs of
the buyer. Selling is preoccupied with the seller’s need to convert his product
into cash; marketing with the idea of satisfying the needs of the customers by
means of the product and the whole cluster of things associated with
creating, delivering and finally consuming it.”13
“Companies may find their expenditure for advertising sales to be
poorly done. Management then decides it is time to undertake a serious
marketing audit to improve its marketing.”14
Economic utility : satisfying consumer needs
The ability of an organization marketing a product to satisfy a
customer’s wants or needs. Economic utility includes “from utility” (Created
by conversion of raw materials into furnished goods that meet consumer
needs.)
“Place utility” (Created by making goods available where consumer
want them) and “Position utility” created by transfer of physical possession
and ownership of the product to the consumer.
CHAPTER - IV
12 Murray Cayley, “The Role of research in Marketing”, Business Quaterly, 33, No.3, August, 196813 Uvitt, “Marketing Myopia”14 See Thomas V.Bonoma and Bruce Clark, Marketing Performance Assessment” (Boster : Harvara business School, 1998
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DATA ANALYSIS AND INTERPRETATION
The present chapter deals with the profile of the sample respondents.
In order to have a better understanding of the respondents , all the 50
respondents considered for the study have been classified on the basis
of both the demographic and product related factors and the same has
been tabulated.
Following are the demographic factors considered for the study:
Age
Gender
Educational qualification
Marital status
Occupation
Size of the family
Family income.
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Following are the product related factors considered for the study:
Known about usha sunflower oil.
Period of usage.
Factors influencing the purchase of usha sunflower oil.
Quantity of usha sunflower oil.
Period of the purchase.
Sources of purchasing usha sunflower oil.
Opinion about the product quality.
Awareness of advertisement.
Opinion about the product price.
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TABLE 4.1
AGE OF THE RESPONDENTS
Age No. of Respondents Percentage (%)
Below 20 years 5 10
20-35 years 30 60
35-50 years 9 18
Above 50 years 6 12
Total 50 100
Source: Primary Data
The above table reveals the different age group of respondents out of
50 sample, 60 percent of the respondents come under the age group of 20-35
years, 18 percent of the respondents in between the age group of 35-50
years, 12 percent of the respondents are belonging to the age group of above
50 years and the remaining 10 percent of the respondents are below 20 years.
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CHART 4.1
AGE OF THE RESPONDENTS
10
60
1812
0
10
20
30
40
50
60
Pe
rce
nta
ge
Below 20years
20-35years
35-50years
Above 50years
Age
Below 20 years
20-35 years
35-50 years
Above 50 years
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TABLE-4.2
GENDER OF THE RESPONDENTS
Gender No. of Respondents Percentage (%)
Male 14 28
Female 36 72
Total 50 100
Source: Primary Data
It is clear from the above table shows that out of 50 respondents,
72 percent of the respondents belong to female and 28 percent of the
respondents were male.
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CHART -4.2
GENDER OF THE RESPONDENTS
Male, 28
Female, 72
Male
Female
GENDER
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TABLE 4.3
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
EducationalQualification
No. of Respondents Percentage (%)
School 10 20
Under Graduate 12 24
Post Graduate 25 50
Others(Uneducated) 3 6
Total 50 100
Source: Primary Data
As per table 4.3 as high as 50 percent of the respondents were post
graduations. Where as 24 percent of them had completed under graduations.
The next 20 percent of them were schooling. There were also 6 percent
illiterates among the respondents.
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CHART 4.3
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
2024
50
6
0
5
10
15
20
25
30
35
40
45
50
Per
cen
tag
e
School Under Graduate Post Graduate Others(Uneducated)
Educatioanal Qualification
School
Under Graduate
Post Graduate
Others(Uneducated)
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TABLE 4.4
MARITAL STATUS OF THE RESPONDENTS
Marital status No. of Respondents Percentage (%)
Married 30 60
Unmarried 20 40
Total 50 100
Source: Primary Data
It is clear from the above table that out of 50 respondents, 60 percent
of them are married and 40 percent of the respondents are unmarried.
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CHART 4.4
MARITAL STATUS OF THE RESPONDENTS
60
40
0
10
20
30
40
50
60
Percentage
Married Unmarried
Marital Status
Married
Unmarried
45
TABLE 4.5
OCCUPATION OF THE RESPONDENTS
Occupation No. of Respondents Percentage (%)
Business 7 14
Profession 10 20
Employee 3 6
Home maker 20 40
Others(students) 10 20
Total 50 100
Source: Primary Data
It is noted from the table 4.5 that of the total respondents, 14 percent
were businessmen, 20 percent professionals, 6 percent employees, 40 percent
home makers and the remaining 20 percent others (students).
46
CHART 4.5
OCCUPATION OF THE RESPONDENTS
14
20
6
40
20
0
5
10
15
20
25
30
35
40
Per
cen
tag
e
Business Profession Employee Home maker Others(students)
Occupation
Business
Profession
Employee
Home maker
Others(students)
47
TABLE 4.6
FAMILY SIZE OF THE RESPONDENTS
Family size No. of Respondents Percentage (%)
Upto 2 members 2 4
2-4 members 22 44
4-6 members 20 40
Above 6 members 6 12
Total 50 100
Source: Primary Data
Of the total 50 respondents higher percentage are having 2 to 4
members.
48
CHART 4.6
FAMILY SIZE OF THE RESPONDENTS
4
44
40
12
0
5
10
15
20
25
30
35
40
45
50
Upto 2 members 2-4 members 4-6 members Above 6 members
Family Size
Per
cen
tag
e Upto 2 members
2-4 members
4-6 members
Above 6 members
49
TABLE 4.7
FAMILY INCOME OF THE RESPONDENTS
Monthly family income No. of Respondents Percentage (%)
Upto Rs.5,000 13 26
Rs. 5,001-Rs.10,000 13 26
Rs. 10,001-Rs.15,000 15 30
Rs. 15,001-Rs.20,000 4 8
Above Rs.20,000 5 10
Total 50 100
Source: Primary Data
The above table shows that the 26 percent of the respondents earning
Income Upto Rs.5,000 , again 26 percent of the respondents are getting an
income of Rs. 5,001- Rs.10,000 , 30 percent of the respondents are getting an
income of Rs.10, 001- Rs.15, 000, 8 percent of the respondents are getting an
income of Rs. 15,001 - Rs. 20,000 and the remaining 10 percent of the
respondents are having monthly income of above Rs.20,000 respectively .
50
CHART 4.7
FAMILY INCOME OF THE RESPONDENTS
26 26
30
810
0
5
10
15
20
25
30
Per
cen
tag
e
Upto Rs.5,000 Rs. 5,001-Rs.10,000
Rs.10,001-Rs.15,000
Rs.15,001-Rs.20,000
Above Rs.20,000
Monthly Family Income
Upto Rs.5,000
Rs. 5,001-Rs.10,000
Rs.10,001-Rs.15,000
Rs.15,001-Rs.20,000
Above Rs.20,000
51
TABLE 4.8
RESPONDENTS AND KNOWN ABOUT USHA SUNFLOWER OIL
Known about usha sunflower oil
No. of Respondents Percentage (%)
Advertisement 29 58
Friends 5 10
Relatives 8 16
Self realization 8 16
Total 50 100
Source: Primary Data
The above table shows that 58 percent of the respondents are aware of
usha sunflower oil by advertisement and 16 percent of the respondents are
aware of usha sunflower oil through relatives , again 16 percent of the
respondents are aware of usha sunflower oil through self realization and the
remaining10 percent of the respondents are aware of usha sunflower oil
through friends.
52
CHART 4.8
RESPONDENTS AND KNOWN ABOUT USHA SUNFLOWER OIL
58
10
16 16
0
10
20
30
40
50
60
Percentage
Advertisement Friends Relatives Self realization
Known about usha sunflower oil
Advertisement
Friends
Relatives
Self realization
53
TABLE 4.9
RESPONDENTS AND PERIOD OF USAGE
Usage period No. of Respondents Percentage (%)
Below 1 year 10 20
1-2 years 11 22
2-3 years 7 14
3-4 years 6 12
Above 4 years 16 32
Total 50 100
Source: Primary Data
As per table 4.9 as high as 32 percent and 22 percent of the
respondents was utilizing usha sunflower oil for a period of above 4 years
and 1-2 years and 20 percent of the respondents was utilizing below 1 year
and 14 percent of the respondents and 12 percent of the respondents was
using 2-3 years and 3-4 years for this brand.
54
CHART 4.9
RESPONDENTS AND PERIOD OF USAGE
Below 1 year, 20
1-2 years, 22
2-3 years, 143-4 years, 12
Above 4 years, 32 Below 1 year
1-2 years
2-3 years
3-4 years
Above 4 years
USAGE PERIOD
55
TABLE 4.10
RESPONDENTS AND FACTORS INFLUENCING THE PURCHASE
OF USHA SUNFLOWER OIL
Reason for buying No. of Respondents Percentage (%)
Price 3 6
Quality 15 30
Quantity 4 8
Low cholesterol 28 56
Total 50 100
Source: Primary Data
It is clear from the above table that 56 percent of the respondents are
influenced to use usha sunflower oil by low cholesterol , another 30 percent
of the respondents are buying usha sunflower oil for its quality and the next
8 percent for its quantity , where as only 6 percent were influenced by the
factors such as price to use usha sunflower oil .
56
CHART 4.10
RESPONDENTS AND FACTORS INFLUENCING THE PURCHASE OF USHA SUNFLOWER OIL
6
30
8
56
0
10
20
30
40
50
60
Pe
rce
nta
ge
Price Quality Quantity Lowcholesterol
Reason for Buying
Price
Quality
Quantity
Low cholesterol
57
TABLE 4.11
RESPONDENTS AND QUANTITY OF USHA SUNFLOWER OIL
Quantity No. of Respondents Percentage (%)
1litre 31 62
5litres 10 20
Others (50 ml) 9 18
Total 50 100
Source: Primary Data
It is extracted from the above table shows that out of 50 respondents,
62 percent of the respondents purchase 1 litre , 20 percent of the respondents
purchase 5 litres , and the remaining 18 percent of respondents purchase
others (50 ml).
58
CHART 4.11
RESPONDENTS AND QUANTITY OF USHA SUNFLOWER OIL
62
2018
0
10
20
30
40
50
60
70
Percentage
1litre 5litres Others (50 ml)
Quantity
1litre
5litres
Others (50 ml)
59
TABLE 4.12
RESPONDENTS AND PERIOD OF THE PURCHASE
Purchasing period No. of Respondents Percentage (%)
Daily 5 10
Weekly once 20 40
Weekly twice 9 18
Monthly once 16 32
Total 50 100
Source: Primary Data
Table 4.12 shows that according to 40 percent of respondents stated
that the purchasing of usha sunflower oil was weekly once, 32 percent of
them purchasing monthly once and 18 percent of them purchasing weekly
twice but 10 percent of respondents the usha sunflower oil was purchasing
daily.
60
CHART 4.12
RESPONDENTS AND PERIOD OF THE PURCHASE
18
32
10
40
Daily
Weekly once
Weekly twice
Monthly once
PURCHASING PERIOD
61
TABLE 4.13
RESPONDENTS AND SOURCES OF PURCHASING USHA
SUNFLOWER OIL
Place of purchase No. of Respondents Percentage (%)
Departmental store 10 20
Super market 19 38
Nearest shop 13 26
General store 8 16
Total 50 100
Source: Primary Data
It is observed from the table 4.13 that 38 percent of respondents were
purchasing from super market where as 26 percent of them from nearest
shop next 20 percent of them from departmental stores and the remaining 16
percent of them from general store .
62
CHART 4.13
RESPONDENTS AND SOURCES OF PURCHASING USHA SUNFLOWER OIL
20
38
26
16
0
5
10
15
20
25
30
35
40
Percentage
Departmentalstore
Super market Nearest shop General store
Place of Purchase
Departmental store
Super market
Nearest shop
General store
63
TABLE 4.14
RESPONDENTS AND OPINION ABOUT THE PRODUCT QUALITY
Opinion about theQuality
No. of Respondents Percentage (%)
Good 20 40
Very good 20 40
Normal 10 20
Total 50 100
Source: Primary Data
The above table reveals that 40 percent of the respondents express
opinion about the product quality is good, again 40 percent of the
respondents express their quality is very good and the remaining 20 percent
of the respondents express their product quality is normal.
64
CHART 4.14
RESPONDENTS AND OPINION ABOUT THE PRODUCT QUALITY
40 40
20
0
5
10
15
20
25
30
35
40
Percentage
Good Very good Normal
Opinion about the Quality
Good
Very good
Normal
65
TABLE 4.15
RESPONDENTS AND OPINION ABOUT THE PRODUCT PRICE
Opinion about the price No. of Respondents Percentage (%)
Medium 28 56
High 19 38
Low 3 6
Total 50 100
Source: Primary Data
It is observed from the above table that out of 50 respondents,
56 percent of the respondents suggest medium price, 38 percent of the
respondents suggest high price, 6 percent of the respondents suggest low
price.
66
CHART 4.15
RESPONDENTS AND OPINION ABOUT THE PRODUCT PRICE
56
38
6
0
10
20
30
40
50
60
Percentage
Medium High Low
Opinion about the Price
Medium
High
Low
67
TABLE 4.16
THE AWARENESS OF ADVERTISEMENT OF THE
RESPONDENTS
Seen any advertisement
No. of Respondents Percentage (%)
Yes 48 96
No 2 4
Total 50 100
Source: Primary Data
It is extracted from the above table that out of 50 respondents,
96 percent of respondents aware of advertisement and 4 percent of
respondents are not aware of advertisement.
68
CHART 4.16
THE AWARENESS OF ADVERTISEMENT OF THE RESPONDENTS
96
4
0
10
20
30
40
50
60
70
80
90
100
Percemtage
Yes No
Seen any advertisement
Yes
No
69
TABLE 4.17
RESPONDENTS AND SUITABLE MEDIA FOR ADVERTISEMENT
Media No. of Respondents Percentage (%)
Newspaper 4 8
Television 41 82
Radio 4 8
Magazine 1 2
Total 50 100
Source: Primary Data
It is clear from the above table that out of 50 respondents, 82 percent
of the respondents suggest television is most suitable media for
advertisement , 8 percent of the respondents suggest newspaper and radio,
2 percent of the respondents suggest through magazine.
70
CHART 4.17
RESPONDENTS AND SUITABLE MEDIA FOR ADVERTISEMENT
Television, 82
Newspaper, 8Magazine, 2
Radio, 8
Newspaper
Television
Radio
Magazine
.
MEDIA
71
CHAPTER –V
SUMMARY OF FINDINGS, SUGGESTIONS AND
CONCLUSION
INTRODUCTION
There are many companies in the field of refined manufacture,
consumer purchase decisions are influenced by a number of factors. The
decision to buy a product is influenced by the marketing policies of the firm.
This chapter has been assigned to recapitulate the key findings of the
study and to offer suitable suggestions to the marketing strategy of the Usha
Sunflower Oil Company.
72
FINDINGS
The findings of the study are as follows;
The majority of respondents 60% belong to the age group of 20-35
years.
Among the respondents 72% are female.
It is found out that 50% of the respondents are post graduates.
60% of the respondents belong to the married category.
Majority of the respondents 40% are Home Maker.
Among the respondents the majority of 44% had a family size of 2-4
members.
It is found out that majority of the respondents 30% come under the
income level of Rs.10001-Rs.15000 per month
It was inferred that the 58% of the Usha Sunflower Oil consumers are
influenced by advertisement advise.
As high as 32% of the respondents was utilizing Usha Sunflower Oil
for a period of Above 4 years.
It is found out that 56% of the respondents are influenced to purchase
the Usha Sunflower Oil for low cholesterol.
73
In this survey most of the respondents 62% prefer 1 litre.
As high as 40% of the respondents are used Usha Sunflower Oil was
weekly once.
Majority of the respondents 38% were purchasing from super market.
It is found out that 40% of the respondents express opinion about the
product quality is good, again 40% of the respondents express their
quality is very good.
In this survey most of the respondents 56% suggest medium price.
As high as 96% of the respondents aware of advertisement.
Among the respondents the suggest of 82% had a television is most
suitable media for advertisement.
74
SUGGESTIONS
The company can take steps to maintain the quality and taste of the
product.
The company can concentrate on the quantity of the Oil and may try to
maximize it.
Price of the product can be revised, to reach the satisfaction of the
consumer.
The company has to concentrate more on advertisement like its
competition.
The company may introduce sachet packet for attracting the new
users.
Contests of competition may be conducted for promoting the sales.
75
CONCLUSION
It is evident that Usha Sunflower Oil has a good brand image among
the consumers. The taste is the most important motivating factor to buy this
product. Even though the availability of the product is frequent the price of
the product is high. The producer should concentrate to reduce the price of
the product in order to increase the sales.
From this research, the researcher has learned the research knowledge.
The objectives of the research has been attained and suitable suggestions are
given for the promotion of Usha Sunflower Oil.
76
BIBLIOGRAPHY
A) BOOKS
1. “Research Methodology” - C.R.Kothari,
2nd Edition,
Wishwa Prakasham, New Delhi.
2. “Modern Marketing” - Principles and Practices,
R.S.N Pillai & Bagavathi,
S.Chand & Company Ltd., New Delhi.
3. “Marketing Research” - S.L. Gupta, New Delhi, Excel Books,
