A Study of Consumer Behavior towards Edible Oil Usage in Navsari

Abstract

Edible oil is an inseparable part of Indian food and also one of the important ingredient for tasty food. Since ancient time, in India edible oil used in food in one or other way. The taste, preference, lifestyle, and consumption habits are in transforming phase in the developing country like India. With changing lifestyle and health concern the consumer behaviour towards food items are changing. The present paper investigates the consumer behavior towards edible oil usage in Navsari. To fulfil the objectives 100 respondents were surveyed from Navsari (Gujarat). The semi structured questionnaire by applying convenient sampling technique for collection of data. The data were analysed using descriptive statistics and chi square test. It was found that majority of respondents like to purchase edible oil from kirana store and in their vicinity. The study found a significant relationship between the source of income and preferred a place of purchase for edible oil. The study also found a significant relationship between monthly family income and quantity of edible oil used as well as monthly family income and average monthly amount spend in store. The present study will be helpful to the edible oil manufacturers and marketers in deciding the suitable product mix it can provide a guide to the edible oil marketers in segmentation, targeting and positioning of the product as well as designing marketing strategies.