Abstract
Consumers around the world vary greatly in age, income, education level, and tastes and understanding how these differences affect consumer buying decision is never easy. However, marketing success largely depends on the ability to anticipate what buyers will do and what they prefer from available products. Today, the highly fragmented Indian edible oil industry with large number of players both from the organized and unorganized sectors has resulted in severe competition and as a result, edible oil businesses in India have shifted their focus to understand consumer choices better on one side and increasingly moving away from products to embracing a structured brand management to achieve competitiveness and profitability in the market place. The present study explores the consumers’ preference for oil brand, oil variants, and factors influencing the purchasing decision. The study highlights that, brand image, price, health consciousness, and quality of a particular brand are the most important factors influencing consumers’ decision making for edible oil purchases. Key words: Brand image, brand preference, edible oils.
Highlights
The importance of edible oil in daily diet is well recognized as a better source of energy as compared to carbohydrates and proteins and as a result it became a part of regular food
Edible oils constitute an important component of food expenditure in households
The regression coefficient of family size is statistically significant at less than 1% level
Summary
The importance of edible oil in daily diet is well recognized as a better source of energy as compared to carbohydrates and proteins and as a result it became a part of regular food. Edible oils have got higher importance in preparation of tasty food, improving texture of food items, increasing palatability of food, flavor of food maintenance and growth of human body. Edible oils constitute an important component of food expenditure in households. According to the United States department of agriculture (USDA) 2012 report, India’s edible oil consumption is expected to grow at 6.5% to 17.9 million tonnes for the year 2012 to 2013. ICRA (2011) documented that the Indian edible industry is under penetrated and given the positive macro and demographic fundamentals, it has a favorable demand growth rate
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