A Study On Consumption Pattern Of Branded Edible Oil Among The Rural Women In Tuticorin District

Abstract

The main aim of the study is to know the consumption pattern of branded edible oil among rural women.This study is based on both primary and secondary data. Secondary data was collected from research articles, journals, magazines, government surveys and reports (Both Central and State), Planning Commission reports etc. Primary data was collected through well-structured interview schedule from rural women who are used edible oil in Tuticorin district.It is found that 87.6 per cent of the respondents were spent between Rs.201 – Rs.400 per month for purchase of olive edible oil. Majority of the respondents (100%) preferred pet jar pack for olive oil and lowest of the respondents (12.1%) preferred pet jar pack for palm oil.It is identified that 66.9 per cent of the respondentsare influenced by husband to take decision to purchase the rice bran oil. Quality is considered to be an important factor in case of edible oil, because it is more related with health. Nowadays people are very much health conscious on the basis of various observations made in the study, the consumers feel that edible oil is necessary for dayto-day life. Hence the manufacturers of edible oil follow the concept of being hygienic and healthy oil to attract the consumers.