Developing Suitable Strategies To Market

DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL
1. EXECUTIVE SUMMARY
INTRODUCTION The Regional Oilseeds Growers Cooperative Societies Union Limited, Hubli is affiliated to with the Karnataka Cooperative Oilseeds Growers 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 Growers 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--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 canteens canteens
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Hotels Industrial canteens Educational Bus and Institution railway station
Bakeries Sweet marts

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SAMPLE SIZE
Hostels Retail Shops
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 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 Primary data Collected from personal interviews using a structured questionnaire
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 There might have been tendencies among the respondents to filter their Analysis of data obtained from the questionnaire was done on the
covered and was limited to a sample size of 200 respondents. responses under the given conditions. 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 Only 20 % of the population has restriction over ordering quantity and rest 33.5 % customers enquire over a phone a and then places the order, 43 %
their suppliers and the rest avail cash and carry business. can order as much as they require. 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 % 34 % of the customers have changed their brands because of the price
have sticked to their existing brands. 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% 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.
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
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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. o Majority of the market is being price sensitive, penetration pricing can Regarding promotions Credit facility- It should be extended to some needy customers help company to gain more price sensitive 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 o o Economic medias like newspapers insertions viz. pamphlets Endorsing some economic programs around Hubli-Dharwad twin 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 shelfs in
cities where large women population gathers ex children associated competitions
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 easeof-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, retailers industrial customers both existing and potential in food chain as well as retail sectors.
2. INDUSTRY PROFILE
Importance of edible oils in the countrys 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.
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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.) 1998-1999 1999-2000 2000-2001 2001-2002 Productio n of Oilseeds 247.48 207.15 184.40 206.63 Net availability of edible oils from all domestic sources 69.60 60.15 54.99 61.46 Consumption of Edible Oils (from domestic and import sources) 95.82 102.11 96.76 104.68
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2002-2003 2003-2004 2004-2005 (Est.) 2005-2006 Prov.
148.39 251.86 243.54 277.31
46.64 71.40 72.47 82.37
90.29 124.30 117.89 125.25
Source : (i) Production of oilseeds : Ministry of Agriculture (ii) Net availability of edible oils: Directorate of Vanaspati, Vegetable Oils & Fat
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Consumption 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,
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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, 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. customers. respectively. These tend to have a strong and distinctive test preferred by most traditional The share of raw oil, refined oil and vanaspati in the total edible oil market is estimated at 35%, 55% and 10%
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.
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Present Status of Vegetable oil Industry

Status of the Vegetable Oil Industry (As on August 2006)
Type of Vegetable Oil Industry Oilseed Crushing Units Solvent Extraction Units Refineries attached with Vanaspati Units Refineries attached with Solvent Units Independent Refineries Total Refineries Vanaspati Units
No. Of Units 1,50,000 (Approx) 711 127 297 585 1009 264
Annual Capacity (Lakh MT) 425 (In terms of Seeds) 313 (In terms of Oil-bearing Material) 51 (in terms of oil) 36 (in terms of oil) 35 (in terms of oil) 122 (in terms of oil) 53 (in terms of Vanaspati, Bakery Shortening & Margarine)
Average Capacity Utilisation 10-30% 31% 45% 27% 36% 35% 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 Inspection against Reports the pointed out by the Field are considered for The Officers in their action
appropriate
defaulting units.
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.
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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 societys 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 03rd 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 socioeconomic 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 at their door step. growers. To market edible oil and other products manufactured by the Regional Unions. To undertake necessary agricultural extension for the benefit of member growers. To provide technical input to member To encourage production and productivity of oilseed by giving guidance and technical assistance to members. To procure oilseeds from the Oilseed Growers
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.
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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. KOFs 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 Safal Sunglod Safal premium Safal - Refined/Filtered Groundnut Oil - Sunflower Oil - Refined Sunflower Oil - Pure Coconut Oil
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Safal
- Pure Farm Fresh Peanuts.
All these Products carry the Government of Indias "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:
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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 1980s 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 Boards 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 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 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 its 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.
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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--vis competitors practice Scope of the study The data was collected from the industrial customers across HubliThe total sample size for the study is 200. The study involves ascertaining the customer perception towards various
Dharwad city
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 Method
There 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
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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
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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) ii) Primary data- the data that are collected first hand by someone Secondary data-any data that have been gathered earlier for some specifically for the purpose of facilitating the study and 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 d) Ogive Curves iii) Ratio Scale graphs
2
b) Polygon
c) Frequency curve f) Z-Chart.
e) Lorenz Curve
Fundamentals of Statistics by J. C. Berry pp 23-196
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iv) One dimensional diagrams a) Line graph b) Simple Bar Diagram 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
c) Multiple bars
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.
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c) Tools used for analysis Frequency Ratios Quartile Percentiles Graphical and diagrammatic representation Cross Tabulations Factor Analysis Chi Square- Goodness of fit test
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9. ANALYSIS
1. Type of Business
Hotel Industrial Canteens Educational Institution Canteens Bus and Railway Station Canteens Bakeries Sweet marts Kirana Stores Total Frequency 81 13 15 6 27 12 46 200 Percent 40.5 6.5 7.5 3.0 13.5 6.0 23.0 100.0 Valid Percent 40.5 6.5 7.5 3.0 13.5 6.0 23.0 100.0 Cumulative Percent 40.5 47.0 54.5 57.5 71.0 77.0 100.0
2. Type of oil
Valid Groundnut Sunflower Vanaspati Palm Soyabeen Total System Frequency 38 10 12 64 30 154 46 200 Percent 19.0 5.0 6.0 32.0 15.0 77.0 23.0 100.0 Valid Percent 24.7 6.5 7.8 41.6 19.5 100.0 Cumulative Percent 24.7 31.2 39.0 80.5 100.0
Missing Total
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3. Usage of any other brand

Valid Missing Total Yes No Total System Frequency 52 102 154 46 200 Percent 26.0 51.0 77.0 23.0 100.0 Valid Percent 33.8 66.2 100.0 Cumulative Percent 33.8 100.0
4. Reasons for changing the earlier brand

Valid Rate Poor quality Irregularity of supply Total System Frequency Percent 17 8.5 1 .5 9 4.5 27 173 200 13.5 86.5 100.0 Valid Percent 63.0 3.7 33.3 100.0 Cumulative Percent 63.0 66.7 100.0
Missing Total
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5. Mode of payment
Frequency Percent Valid Cash Credit Total 53 147 200 26.5 73.5 100.0 Valid Cumulative Percent Percent 26.5 26.5 73.5 100.0 100.0
6. Credit period
Frequency Percent Valid Cumulative Percent Percent
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Valid Week Fortnight Month Total System 120 13 12 145 55 200 60.0 6.5 6.0 72.5 27.5 100.0 82.8 9.0 8.3 100.0 82.8 91.7 100.0
Missing Total
7. Sort of Agreement for credit

Frequency Percent Valid Percent Valid Missing Total Written Agreement Oral Communication Total System 34 147 181 19 200 17.0 73.5 90.5 9.5 100.0 18.8 81.2 100.0 Cumulative Percent 18.8 100.0
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DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 8. Procedure of Purchase
Frequency Percent Valid Market price Negotiated price Total 173 27 200 86.5 13.5 100.0 Valid Cumulative Percent Percent 86.5 86.5 13.5 100.0 100.0
9. Opinion about Price

Frequency Percent Valid Very High High Total 133 67 200 66.5 33.5 100.0 Valid Cumulative Percent Percent 66.5 66.5 33.5 100.0 100.0
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10. Frequency of Purchase

Frequency Percent Valid Daily Weekly Fortnightly Monthly Total 62 66 46 26 200 31.0 33.0 23.0 13.0 100.0 Valid Cumulative Percent Percent 31.0 31.0 33.0 64.0 23.0 87.0 13.0 100.0 100.0
11. Ordering Procedure

Valid Telephone Frequen Percent cy 67 33.5 Valid Percent 33.5 Cumulative Percent 33.5
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enquiry Personal enquiry Supplier visit Total 87 46 200 43.5 23.0 100.0 43.5 23.0 100.0 77.0 100.0
12. Judging the Quality of Oil

Frequency Percent Valid Colour Smell Taste of cooked food Burning duration Others Total 13 80 52 27 28 200 6.5 40.0 26.0 13.5 14.0 100.0 Valid Percent 6.5 40.0 26.0 13.5 14.0 100.0 Cumulative Percent 6.5 46.5 72.5 86.0 100.0
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DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 13. Reason for Preferring Branded Edible oil
Valid Packing ensures quality Correct weight Convenient to handle Packed oil is hygienic Packs can be reused for some other purposes Total Frequency 27 40 67 53 13 200 Percent 13.5 20.0 33.5 26.5 6.5 100.0 Valid Percent 13.5 20.0 33.5 26.5 6.5 100.0 Cumulative Percent 13.5 33.5 67.0 93.5 100.0
14. Preference of Package

Frequency Valid Pouch Pet Bottle Jerry Can Tins Barrels Total 50 53 40 20 37 200 Percent 25.0 26.5 20.0 10.0 18.5 100.0 Valid Percent 25.0 26.5 20.0 10.0 18.5 100.0 Cumulative Percent 25.0 51.5 71.5 81.5 100.0
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15. Usage of Oil

Frequency Valid General cooking Sweets preparation Bakery items Resale Total 96 24 34 46 200 Percent 48.0 12.0 17.0 23.0 100.0 Valid Percent 48.0 12.0 17.0 23.0 100.0 Cumulative Percent 48.0 60.0 77.0 100.0
16. Variation in the Purchase

Frequency Valid Definitely varies May Vary Remains the same Total 48 110 42 200 Percent 24.0 55.0 21.0 100.0 Valid Cumulative Percent Percent 24.0 24.0 55.0 21.0 100.0 79.0 100.0
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17. Awareness towards Safal

Frequency Valid Yes No Total 155 45 200 Percent 77.5 22.5 100.0 Valid Cumulative Percent Percent 77.5 77.5 22.5 100.0 100.0
18. Tried Safal Brands

Frequency Valid Missing Total Yes No Total System 65 134 199 1 200 Percent 32.5 67.0 99.5 .5 100.0 Valid Cumulative Percent Percent 67.3 67.3 32.7 100.0 100.0
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19. Opinion about Contract with KOF

Valid Will certainly buy Probably would like to buy Not decided Probably would not buy Definitely would not buy Total Frequency Percent Valid Percent Cumulative Percent 76 38.0 38.0 38.0 57 28.5 28.5 66.5 26 25 16 200 13.0 12.5 8.0 100.0 13.0 12.5 8.0 100.0 79.5 92.0 100.0
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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? Preference by Customers 50 53 40 20 37
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Package Size Pouch Pet Bottle Jerry Can Tins Barrels
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 test of goodness of fit. Null Hypothesis: All package sizes are equally preferred. Alternative Hypothesis: They are not equally preferred
Observed Package Size Pouch Pet Bottle Jerry Can Tins Barrels Total
Expected
(O-E)2 100 169 0 400 9
(O-E)2/E 2.5 4.225 0.000 10.00 0.225 16.95
Frequencies (O) Frequencies (E) 50 40 53 40 40 40 20 40 37 40 200 200
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
2=
(O E/E)
we get the computed value of chi-square () = 16.95
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The critical value of 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 Summary
Cases Valid N 154 Percent 77.0% Missing N 46 Percent 23.0% Total N 200 Percent 100.0%
Type of Business * Type of oil
Type of Business * Type of oil Crosstabulation Count

Type of Business Industrial Canteens Educational Instn Canteens Bus and 6 6 2 4 2 3 1 1 8 7 13 15 Hotel Type of oil Groundnut 32 Total Sunflower 5 Vanaspati 2 Palm 42 Soyabeen 81
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Railway Station Canteens Bakeries Sweet marts Total 38 10 4 8 16 11 2 76 12 2 14 27 12 154
Cross Tabulation continued

50
40
Type of oil
30 Groundnut 20 Sunflow er Vanaspati 10
Count
Palm Soyabeen
H s du In s at rie St ke ay Ba lw ai R d an Ca s tn Bu ns lI na io at s uc en Ed te an Sw el ot ee
Type of Business
C al tri
ar tm ts
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12. OBJECTIVE WISE ANALYSIS

Table 1 shows the type of industrial customers viewed interviewed Type Hotels Industrial canteens Educational Institution canteens Bus and railway station canteens Bakeries Sweet marts Retail Shops Total Number of Respondents 82 13 15 6 27 11 46 200 Percentage (%) 41 % 6.5 % 7.5 % 3% 13.5 % 5.5 % 23 % 100 %
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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
Kirana Stores Associated Agencies and w holesale Traders Directly from mill Direcly from KOF
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 Credit Facility Emergency Services Free Delivery Bulk buying discount 1+2 1+2+3 1+3+4 2+3+4 1+2+3+4 Total Frequency 54 14 27 14 14 27 14 14 27 200 Percent 26.7 6.7 13.3 6.7 6.7 13.3 6.7 6.7 13.3 100.0
1234 +++ C d F cility re it a 234 ++
134 ++
E e e cy S rvice m rg n e s 123 ++
F e D liva re e ry 12 + B lk b yin d u u g isco n ut
3. Mode of Payment
Cash
Credit
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
Missing
More than a month
Week
Fortnight
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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
M issing
Oral C m om unication
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
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Yes
No
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
N egotiated price
M arket price
Interpretation: Only 13.3 % of the customers purchase by negotiating and the rest 86.7% purchase by ruling rate i.e. at market price.
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8.
Customers opinion about price of the oil
H igh
Very H igh
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
Supplier visit
Telephone enquiry
Personal enquiry
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
C olour O thers
B urnin duration g
S ell m
T aste of coo ked fo od
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
12 P acks can be reused P acking ensures qual
C onvenient to handle
P acked oil is hygien
Interpretation:
13.3 % customers purchase branded oil because of

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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 preparing special food.
13.
Variation in purchase pattern with the change in price
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Definitely varies
Remains the same
Varies
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 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 cities.
Ghee 14% Soyabean 8% Groundnut 23%
2.
Edible oil types and their consumption demand

Vanaspati 14% Sunflower 13% Palm 28%

Groundnut Sunflower
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Soyabean Ghee
Palm
Vanaspati
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
Yes
No
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
Missing
Rate
Irregularity of supp Brand loyalty
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. 1 2 3 4 5 Type of oil Groundnut oil Sunflower Vanaspati Soyabean Palm Total Quantity Kgs/Month 58623 25009 8356 1258 59349 1,52,595 kgs Percentage 38.4 % 16.43 % 5.48 % 0.8 % 38.89 % 100
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District Statistic Office Gadget.
6. Industrial customers consumption Sl. No. 1 2 3 4 5 6 7 8 Type of oil Hotels Industrial canteens Educational Institution canteens Bus and railway station Quantity Kgs/Month 89188 428 950 1580 31702 62325 1219 40284 2,27,676 Kgs 7. Frequency of purchase Percentage 39.17 .19 .42 .69 13.92 27.37 .535 17.69 100
canteens Bakeries Sweet marts Hostels Retail Shops Total
M onthly F ortnightly D aily
W eekly
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. 1 2 3 4 5 Type of oil Groundnut oil Sunflower Vanaspati Soyabean Palm Total Quantity Kgs/Month 558623 75009 98356 91258 559349 13,82,595 kgs Percentage 40.4 % 5.425 % 7.11 % 6.6 % 40.465 % 100
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2. Industrial customers consumption Sl. No. 1 2 3 4 5 6 7 8 Type of customers Hotels Industrial canteens Educational Institution canteens Bus and railway station canteens Bakeries Sweet marts Hostels Retail Shops Total Quantity Kgs/Month 289188 428 950 1580 51702 92325 1219 80284 5,17,676 Kgs Percentage 55.85 .08 .18 .30 10 17.83 .235 15.50 100
3. Edible oil types and their consumption demand

Ghee 14% Soyabean 8% Groundnut 23%
Vanaspati 14% Palm 28%
Sunflower 13%
Groundnut
Sunflower
Palm
Vanaspati
Soyabean
Ghee
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

5 0
4 0
3 0
2 0
1 0 Taste of cooked food Burning duration
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.
Others
Colour
Smell
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 Only 20 % of the population has restriction over ordering quantity and rest 33.5 % customers enquire over a phone a and then places the order, 43 %
their suppliers and the rest avail cash and carry business. can order as much as they require. 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.
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 % 34 % of the customers have changed their brands because of the price
have sticked to their existing brands. 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% 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.
66.5 % of the customers prefer price is very high and the rest 33.5 %
prefer it as only high.
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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 HubliDharwad 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. b. Economic medias like newspapers insertions viz. pamphlets 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 shelfs 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
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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
STRENGTHS 1. KOFs brand name SAFAL itself is strength to the company. 2. Good relation with retailers 3. Direct distribution channel
OPPORTUNITIES 1. Hubli-Dharwad region is densely covered with industrial customers and big players of retail like Bigbazaar, More, and RelianceFresh has a
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4. Well accepted quality.
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 nonnegotiating attitude towards the price; 3. Growing Health awareness or consciousness.
WEAKNESSES 1. Scarcity of required working capital as its a subsidiary of Govt. 2. Existing in the market since 1990s yet not known to the people. 3. Lesser Promotions of the company.
THREATS 1. Intensive competition by local brands as well as some national brands 2. Price Sensitive market 3. Impact of Commodity market
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16. ANNEXURES
I. Questionnaire
Personal Information Name:____________________________________________________________________________ Business Name:__________________________________________________________________ Address:__________________________________________________________________________ Contact No.:___________________________
1. Which brands 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 Soyabean
Sunflower Palm
Vanaspati
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)______________________
Page 76
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 7. What are the reasons for switching over?
Rate Non-availability
Poor Quality Poor Service
Irregularity of Supply
Other ______________________
8. Do the suppliers offer you any other facilities like

Credit Facility Free Delivery
Emergency Services 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 Credit Bill
Oral Commitment
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
Page 77

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 Supplier Visit
Personal enquiry and Purchase Written Indent to suppliers
Others please specify__________________
20. What factor of oil influence you the most? (In the order of preference)
Factor Price Quality Brand I II III
21. How do you judge the quality of the oil?

Colour
Smell
Taste of Cooked Food
Page 78

Burning Duration
Others______________
22. You prefer to purchase edible oil because

Packing ensures quality Convenient to handle Packs can be reused for other purpose Any other please specify
Correct Weight Packed oil is hygienic No need to carry containers
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 Special Food
Sweets Preparation
Bakery items
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
Page 79

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 3 1 1 Ruchigol 3 2 1 DR 2 . 2 1 Dhara 3 2 1 Saffola . 2 1 Safal 2 . 2 1 Safal 2 . 2 1 Ruchiglo 3 1
1 36 2 . 2 1 1 1 12 1 2 1 8 2 2 . 3 2 2 2 3 15 1
2 1
. 2 1
. 1 3 2 1 . 2 2 2 1 . 2 2 1 1 . 3 . 2 4 1 . 3
1 . 3 2 1 1 1 2 1 2 3 1 . 1 2 1
. 1 2 1 2 2 1 1 1 . 1 2 3 2 1 1 3 2 2 3 2 2 2 1 3 1 4 2 2 1
2 . 2 1 4 15 1 2 1 2 . 2 5 1 3 2 2 2 1 12 1 4 4 6 1 2 4 2 . 1 3
1 DR 2 3 . 2 2 1 3 . 3 .
1 Goldy 1 1 . 1 . 2 2 1 3 . 2 2 . .
3 3
Page 80
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1 Ruchigol 3 1 1 Refined 3 1 1 Sunflowe 3 1 1 Safal 2 . 2 1 Goldwinn 3 1 1 Fortune 3 1 1 Ruchigol 3 2 1 Dhara 3 2 1 Ruchigol 4 1 1 Healthfi 2 1 1 DR 2 . 1 1 DR 2 . 1 1 Healthfi 3 2 1 NR 2 . 1 1 Goldwinn 3 2 1 DR 4 22 2 . 2 2 . 2 2 5 1 14 2 4 1 56 1 1 DR 1 2 2 1 2 2 . 1 . 2 1 . 3 . 2 . 3 2 3 . 2 . 2 . 2 3 1 . 4 . 1 5 . 4 3 . 4 . 3 . 2 . . 3 3 . 3 2 1 2 . 3 3 . 2 2 1 2 1 . 3 5 . 2 2 4 3 . 3 5 . 1 2 1 1 . 4 . 4 5 2 1 2 1 2 1 2 1 2 1 2 1 1 . 1 2 3 1 . 1 4 1 1 1 1 2 1 1 1 2 1 1 1 1 1 1 1 1 2 2 1 1 1 1 . 1 3 1 . 1 2 1 2 2 2 1 1 1 2 2 1 1 2 2 2 1 3 1 3 1 2 3 3 1 2 2 4 Page 81 2 2 3 2 2 2 1 2 3 4 2 2 2 2 2
2 . 1 1 4 08 1 3 4 2 . 1 1 4 2 . 1 2 4 2 . 2 2 4 2 . 2 1 4 2 . 1 1 4 3 2 1 1 1 8 1 1 4 2 2 5 1 2 . 2 3 1 6 1 4 1 2 . 2 4 1 22
1 DR 2 3 06 1 11 2 19 1 36 1 12 2 15 . 2 2 2 2 2 12 2 2 2 15 1 2 2 1 2 3
1 Safal 3 2 2 3 2 4
1 Gemini 1 4 . 2
1 NR 2 1 . 3 2 1
1 2 1
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 2 . 1 1 NR 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 . 1 Ruchigol 3 1 Ruchigol 4 1 DR 2 . 2 Dhara 3 2 Saffola 3 1 Safal 2 . 2 Safal 2 . 1 Ruchiglo 3 1 Ruchigol 3 1 Refined 3 1 Sunflowe 3 1 Safal 2 . 1 Goldwinn 3 1 Fortune 3 1 1 4 14 2 1 1 56 2 . 2 1 2 4 08 1 1 4 11 1 19 1 2 1 2 3 2 4 . 1 2 2 2 2 . 1 1 1 . 3 . 2 . 3 2 1 . 2 . 2 . 2 1 1 2 1 3 . 1 . 2 4 2 . 5 . 3 . 4 2 . 3 1 . 2 3 . 2 2 2 . 2 . 1 . 1 3 . 3 5 4 . 4 1 . 1 2 . 1 . 1 . 2 . 4 . 1 3 2 . 4 2 1 . 3 2 1 2 1 2 1 2 1 2 1 . 1 1 2 1 2 1 1 . 1 2 2 . 1 2 . 2 2 2 2 1 2 1 3 2 2 1 1 1 1 . 1 3 1 2 2 3 3 1 2 1 2 2 Page 82 3 1 1 1 2 1 1 1 1 1 2 3 2 2 4 2 2 2 2 1 4 1 4 1 2 2 2 2 3 3 2 1 . 2 2 2 1 1 . 1 1 . 1 2 2 1 3 1
1 DR 3 2
2 . 1 5 2 06 2 3 2 2 . 2 4 3 2 . 1 2 4 12 2 3 4 6 1 5 4 2 . 1 4 4 2 . 2 1 4 2 . 2 3 4 2 . 1 1 1 08 1 2 1 2 . 1 2 4 2 .
1 NR 2 3 15 1 22 1 14 2 56 1 2 3 06 1 11 1 2 1 2 1
1 DR 1 2 2 2
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1 1 1 1 1 . Ruchigol 4 1 Dhara 3 1 Ruchigol 2 2 Healthfi 3 1 DR 2 . 1 DR 2 . 2 Healthfi 4 2 NR 2 . 2 Goldwinn 2 1 DR 2 . 1 NR 2 . 1 Ruchigol 3 1 Ruchigol 3 1 DR 2 . 2 Dhara 3 1 1 1 19 2 . 1 2 . 1 3 2 2 . 1 4 8 3 2 2 1 4 4 12 2 . 2 1 6 1 1 08 3 2 . 1 2 3 4 06 2 2 2 1 4 11 2 1 2 2 4 19 2 . 1 1 2 4 12 2 . 2 1 1 4 6 2 1 1 1 4 15 2 . 1 1 2 1 Ruchi 1 4 . 2 . 1 2 2 5 . 1 1 1 . 3 . 3 . 3 2 3 . 2 4 . 4 . 1 3 2 2 . 5 1 1 . 2 2 . 2 2 2 4 1 1 1 1 . 2 2 2 1 1 2 2 2 3 2 2 2 1 . 1 1 1 2 2 1 1 3 2 2 3 2 2 2 Page 83 2 1 3 2 4 1 2 4 1 2 4 . 2 3 . 4 1 . 2 . 1 2 3 2 2 3 . 2 2 . 3 2 2 3 1 2 3 2 1 2 36 2 2 3 12 2 . 2 1 2 15 1 5 2 1 3 1 3 2 1 2 2 . 1 . 1 4 3 . 3 . 2 . 2 2 . 2 2 3 2 2 1 . 2 5 . 1 3 . 3 . 3 2 2 1 . 2 3 2 2 1 1 . 1 2 1 1 . 1 2 2 1 1 2 2 3 1 1 2 2 3 1 3 2 2 1
1 Healthfi 2 2 2 1 . 3 . 2
1 1 1 1 1 1 1 1 1 1 1
1 NR 2 3 . 2 2 3
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 1 Saffola 4 1 1 Safal 2 . 2 1 Safal 2 . 1 1 Ruchiglo 2 1 1 Ruchigol 3 1 1 Refined 3 2 1 Sunflowe 4 1 1 Safal 2 . 2 1 Goldwinn 3 1 1 Fortune 3 2 1 Refined . 2 1 Sunflowe 3 1 1 Safal 2 . 2 1 Goldwinn 2 1 1 Fortune 3 1 1 Ruchigol 4 22 2 . 1 1 4 14 2 5 4 56 1 3 4 4 2 1 1 1 2 . 1 4 1 2 . 2 1 1 2 . 2 1 1 36 2 2 1 2 . 1 5 1 2 . 2 3 4 4 2 1 2 4 2 . 1 2 4 8 2 3 1 4 2 1 1 1 2 . 1 2 4 1 2 3 2 4 08 . 4 06 1 11 1 19 2 2 2 2 2 2 1 . 2 . 1 . 1 1 . 3 . 2 . 3 2 2 . 1 . 2 3 1 Raman 1 1 5 12 1 6 2 1 2 . 2 . 4 . . 5 2 2 2 1 1 1 2 2 2 Page 84 . 4 1 2 . 3 1 2 1 . 2 3 . 2 3 . 2 4 3 . 3 5 . 1 2 2 4 . 4 . 1 2 3 2 2 1 . 2 1 1 2 2 2 2 2 2 2 1 . 1 4 2 1 1 1 . 1 2 2 1 1 1 1 1 . 2 3 1 2 2 2 3 3 2 2 2 2 2 1 2 3 3 2 1 1 2 2 2 1 1 DR 3 2 . 1 . 2 3 1 Goldy 1 4 2 . 3 1 . 3 2 . 2 2 2 2 1 . 2 1 . 2 2 2 3 1 . 1 4 2 2 2 1 1 2 3 2 2 3 1 3 1 1 1
1 DR 2 3 12 2 36 1 12 . 4 15 1 2 3 2 . 2 2 2 1 2 1
1 Goldy 1 1
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3 1 Dhara 3 1 Ruchigol 2 2 Healthfi 3 1 DR 2 . 1 DR 3 1 Healthfi 3 2 NR 2 . 1 Goldwinn 4 2 DR 2 . 2 NR 2 . 2 Ruchigol 3 1 Ruchigol 3 1 DR 2 . 1 Dhara 3 1 Ruchigol 3 2 . 1 2 . 1 3 1 2 1 4 2 2 4 08 1 2 2 1 . 1 4 3 . 2 . 3 2 . 2 1 . 2 . 2 . 2 1 4 . 2 . 1 2 2 1 2 . 2 2 3 5 . 3 2 3 . 2 5 . 1 . 3 . 3 . 2 2 3 4 . 3 2 2 4 . 4 . 1 3 . 1 . 1 2 . 4 . 3 2 . 2 2 2 2 . 3 2 2 3 . 3 2 2 2 5 . 1 1 . 3 4 2 1 . 2 3 2 2 1 1 1 . 2 2 2 1 1 2 2 1 1 1 1 . 2 2 2 1 1 2 2 1 . 2 1 . 1 2 2 1 1 2 2 . 1 1 1 2 2 2 1 2 2 2 1 1 1 1 2 2 1 1 1 2 2 3 3 1 2 1 3 1 3 1 1 3 2 2 3 1 2 2 1 2 Page 85 3 1 1 2 2 3 1 1
1 1 1 1 1 1 1 1 1 1 1 2 2 2 2
1 1 4 06 2 . 1 1 4 11 . 2 2 19 2 1 3
1 Loose 1 2 2 1
1 4 12 2 . 1 5 1 2 . 2 3 1 15 2 4 1 2 . 2 4 1 14 1 1 1 56 1 3 1 2 . 1 1 4 2 . 1 2 1 15 2 2 1 2 . 1 1 4 2 .
1 Unbrande 1 3 2 6 1 2 4 22 1 2 2 2 2 36 1 12 2 2 1 8 2 2 1 2 3
1 DR 3 2
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 1 Ruchigol 3 1 DR 2 . 1 Dhara 3 1 Saffola 3 1 Safal 2 . 1 Safal 2 . 1 Ruchiglo 2 2 Ruchigol 3 1 Refined 3 1 Sunflowe 1 2 Safal 2 . 1 Goldwinn 3 1 Fortune 2 1 Refined 3 1 Sunflowe 3 1 1 2 . 1 2 6 1 3 08 2 . 1 2 2 4 06 1 2 2 2 1 12 . 2 6 1 15 2 22 . 3 2 2 56 1 12 . 1 36 1 12 1 2 1 2 1 . 2 . 1 5 4 . 4 . 5 2 . 5 2 5 3 1 3 2 2 2 1 Page 86 2 1 2 1 . 2 . 3 2 5 . 2 1 . 2 2 5 . 5 1 4 3 . 2 . 3 2 5 2 5 2 1 1 1 . 3 3 1 1 1 1 1 . 5 2 3 3 2 5 2 2 2 2 1 3 1 1 2 1 3 1 NR 4 1 2 2 . 1 . 1 1 1 Goldy 1 2 5 . 1 3 . 2 . 4 4 1 . 2 . 5 2 5 2 5 3 . 3 4 2 2 2 5 1 1 1 1 3 2 1 1 1 2 1 2 3 2 5 2 1 2 2 3 1 3 1 1 1 1 2 12 1 2 1 2 4 . 2 3 . 4 1 . 2 1 1 2 3 1 2 3 . 1 2 . 3 2 2 1 1 2 3
2 . 1 2 4 11 1 1 4 19 2 1 4 3 2 1 1 4 2 . 1 1 4 2 . 1 5 1 4 2 1 1 4 14 1 4 1 2 . 1 4 4 4 2 1 1 2 2 . 1 3 3 2 . 1 1
1 Unbrande 1 1 2 . 1 2 3 2 . 2 . 4
1 Raman 2 1
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3 Safal 2 . 1 3 Goldwinn 2 2 3 Fortune 3 1 3 Ruchigol 3 1 3 Dhara 1 2 3 Ruchigol 3 1 3 Healthfi 3 1 3 DR 2 . 2 3 Ruchigol 3 1 4 Ruchigol 3 1 4 DR 2 . 1 4 Dhara 3 1 4 Saffola 3 1 4 Safal 2 . 1 4 Safal 2 . 1 5 Ruchiglo 2 15 1 2 3 1 2 . 1 2 . 1 4 2 2 1 2 1 4 2 4 19 2 . 1 2 . 1 4 6 2 4 15 2 . 1 1 1 4 22 2 2 3 1 3 1 2 2 1 . 3 . 2 2 2 . 2 . 2 . . 3 . 2 . 2 3 3 . 3 2 5 1 . 5 . 3 2 5 2 5 1 3 3 2 1 3 1 3 2 2 1 2 1 2 2 2 2 3 1 4 1 2 Page 87 2 1 4 12 1 1 1 2 2 . 1 1 . 1 1 . 5 3 1 3 3 1 2 2 2 2 . 2 . 1 5 4 . 4 . 1 2 3 2 5 2 3 1 3 2 2 2 1 4 8 2 . 1 2 2 1 4 12 1 Loose 1 2 2 2 2 1 2 3 . 2 . 3 2 2 . 1 . 2 . 1 2 . 3 3 2 . 4 2 5 . 3 3 . 2 3 . 2 . 3 2 5 2 5 2 2 5 1 5 1 3 1 3 1 3 1 . 5 1 3 1 3 2 1 2 2 2 2 3 2 3 1 2 3 2 3 1 . 3 3 2 5 1 3 2 2 . 1 4 . 1 1 . 5 3 1 3 3 1
2 1 1 6 2 . 2 2 1 08 . 1 1 4 06 . 1 2 11 1 1 4
1 Goldy 2 3 2 3 2 4
2 . 1 5 4 14 1 3 4 56 1 4 4 36
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3 1 Ruchigol 3 1 Refined 4 1 Sunflowe 3 2 Safal 2 . 1 Goldwinn 3 1 Fortune 3 2 Refined 3 1 Sunflowe 3 1 Safal 2 . 2 Goldwinn 3 2 Fortune 3 1 Ruchigol 3 1 Dhara 3 1 Ruchigol 3 2 Healthfi 3 2 . 1 2 . 1 2 . 1 2 . 2 5 2 2 5 12 2 . 1 2 . 2 2 . 1 1 2 5 6 1 1 5 08 2 1 5 06 1 1 1 19 1 12 1 6 2 15 2 22 2 14 1 1 1 1 2 2 1 2 1 . 2 2 2 2 3 1 1 1 1 2 1 2 2 2 . 1 . 2 . 1 . 2 . 1 . 1 1 5 . 1 4 . 4 2 . 1 3 . 4 2 . 4 . 1 . 3 . 2 . 3 . 2 . 3 2 3 . 2 1 . 5 5 . 3 1 . 3 . 1 1 . 5 2 5 2 5 2 5 3 2 1 1 . 1 2 1 2 1 2 1 1 . 1 3 1 3 1 3 1 3 1 2 1 3 3 1 3 2 3 1 3 2 1 3 2 2 2 2 2 2 3 2 2 3 1 2 2 1 2 2 2 1 1 3 Page 88 2 4 5 12 1 1 5 15 1 3 5 8 2 1 1 2 2 . 1 5 . 4 2 5 1 3 2 1 3 1 3 2 4 1 4 2 2 1 . 2 . 1 . 2 4 2 . 1 3 . 4 2 . 4 3 5 1 5 2 5 2 5 3 1 3 1 3 2 3 3 1 2 2 1 2 2
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
2 . 1 2 5 11 1 1 5 2 . 2 2 5 2 . 1 2 5 2 . 1 1 5 2 . 1 1 5 2 . 2 2 5 2 .
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 2 1 5 DR 5 56 2 . 1 1 5 5 Healthfi 5 3 2 . 2 2 3 5 DR 5 19 2 . 2 1 4 5 DR 5 12 2 . 1 1 4 5 Healthfi 5 3 2 . 2 2 1 5 NR 5 15 2 . 2 1 3 5 Goldwinn 5 3 2 . 1 1 1 5 DR 5 14 2 . 1 1 2 5 NR 5 19 2 . 2 1 2 5 Ruchigol 5 3 2 . 2 2 1 5 Ruchigol 5 3 2 . 2 2 1 6 DR 5 15 2 . 1 1 2 6 Dhara 5 3 2 . 1 1 1 6 Ruchigol 5 3 2 . 1 1 2 6 Ruchigol 5 3 2 . 1 1 2 2 1 2 12 1 2 3 1 3 6 1 2 4 22 1 2 2 2 2 12 1 6 1 2 1 22 2 14 1 56 1 . 3 2 1 . 3 . 2 2 3 . 2 1 4 . 2 . 1 2 2 1 2 . 2 1 3 1 3 2 3 3 . 3 . 2 . 1 2 2 . 3 2 . 2 5 . 1 . 3 . 3 . 2 5 1 . 3 2 4 4 . 4 . 1 3 . 1 . 5 2 2 . 1 . 4 . 4 2 1 2 1 2 2 . 2 . 3 1 . 1 5 . 2 . 2 3 . 3 . 3 2 1 1 . 1 2 1 1 2 2 1 1 2 2 2 1 2 2 1 1 2 1 2 1 . 4 2 4 1 2 2 4 1 . 4 2 4 2 2 1 2 2 2 1 2 1 2 1 2 1 2 2 2 2 1 2 2 2 2 2 1 2 2 1 2 3 1 2 2 3 1 4 1 2 3 3 1 2 1 3 1 3 1 1 3 2 2 3 1 2 2 1 1 2 3 Page 89
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 6 DR 6 6 6 6 6 6 6 7 7 7 7 7 7 7 7 2 . 2 Dhara 4 1 Saffola 3 1 Safal 2 . 2 Safal 2 . 1 Ruchiglo 3 1 Ruchigol 3 1 Refined 3 1 DR, Sunf 3 1 Gemini, 3 1 DR, Sunf 3 2 DR, Gemi 3 2 Gemini, 3 1 Gemini, 3 2 DR, Sunf 3 1 DR, Gemi 3 36 1 1 3 12 2 . 1 2 . 1 3 8 1 3 2 2 5 3 12 2 . 1 2 . 2 2 . 2 . 2 . 1 . 2 . 1 . 2 . 2 . 2 . 2 . 2 . 1 . 2 . 2 . 2 . 1 . 1 3 3 6 1 4 3 08 1 4 . 2 1 . 1 3 . 1 1 . 2 2 . 1 2 . 1 1 . 2 1 . . . 2 1 2 Page 90 2 1 . 1 . 1 1 . 3 5 1 3 1 1 . 5 . 4 2 4 1 5 2 1 1 2 . 4 . 5 2 4 1 5 2 1 1 1 . 2 . 4 2 4 1 5 2 1 3 2 . 5 . 4 1 . 4 5 1 2 2 1 . 2 . 3 2 4 3 5 2 3 1 2 . 2 . 2 1 . 4 5 1 2 2 2 1 1 1 1 . 3 . 2 . 3 2 3 . 2 3 . 3 . 3 2 4 2 4 2 4 1 2 1 2 1 2 2 2 2 1 2 2 1 1 3 15 2 2 2 2 2 1 1 . 1 . 1 1 5 . 1 . 4 2 4 1 . 4 1 2 2 2 1 1 3 3 2 3 1 1 4 1 2 . 1 . 2 4 2 . 5 . 4 2 4 2 4 1 2 1 2 2 1 2 2 2 4 . 2 3 . 4 1 4 1 2 1 2 3 2
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 3 1 Gemini, 3 1 DR, Gemi 3 2 Gemini, 3 1 DR, Sunf 3 1 DR, Gemi 3 2 Gemini, 3 1 DR, Gemi 3 1 DR, Gemi 3 1 Gemini, 3 1 DR, Gemi 3 1 DR, Sunf 3 1 Gemini, 3 1 DR, Sunf 4 1 DR, Gemi 3 1 Gemini, 3 2 . 2 . 2 . 1 . 2 . 2 . 2 . 1 . 2 . 1 . 2 . 2 . 2 . 2 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 2 . 2 . 2 . 2 . 2 . 2 . 1 . 2 . 1 . 2 . 1 2 . 1 1 . 1 2 . 2 2 . 1 1 . 1 1 . 1 2 . 1 1 . 2 5 . 2 3 . 2 4 . 1 4 . 1 1 . 1 3 . 2 1 . 1 4 2 . 3 . 4 1 . 3 5 1 2 Page 91 3 1 . 2 . 3 2 3 3 5 2 3 3 2 . 2 . 2 1 . 3 5 1 2 3 3 . 2 . 2 2 3 1 5 2 1 1 2 . 3 . 3 2 3 1 5 2 2 2 3 . 3 . 3 2 3 1 5 2 2 2 1 . 1 . 1 1 . 3 5 1 3 2 1 . 5 . 4 2 3 1 5 2 1 2 2 . 4 . 5 2 . 3 5 2 1 4 1 . 2 . 4 2 3 1 5 2 1 4 2 . 3 . 4 1 . 3 5 1 2 3 1 . 2 . 3 2 3 3 5 2 3 3 2 . 2 . 2 1 . 3 5 1 1 3 3 . 2 . 2 2 3 1 5 2 2 1 2 . 3 . 3 2 3 1 5 2 2 2 3 3 3 3 5 2
7 7 7 7 7 7 7 7 7 7 7 7 7 7 7
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 1 DR, Gemi 3 1 DR, Sunf 3 1 Gemini, 3 1 DR, Sunf 3 2 DR, Gemi 3 1 Gemini, 3 2 DR, Gemi 3 1 DR, Sunf 4 1 Gemini, 3 1 DR, Sunf 3 1 DR, Gemi 4 1 Gemini, 3 1 DR, Gemi 3 1 DR, Sunf 3 1 Gemini, 3 1 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 2 . 2 . 1 . 2 . 2 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 2 . 1 2 . 2 1 . 1 1 . 1 2 . 2 1 . 1 2 . 1 2 . 1 1 . 2 1 . 1 2 . 1 1 . 1 5 . 1 3 . 2 4 . 2 4 Page 92 2 3 . 3 . 3 2 1 1 5 2 2 2 3 . 1 . 1 2 2 1 5 2 3 1 3 . 5 . 4 2 1 1 5 2 1 1 2 . 4 . 5 2 3 1 5 2 2 1 3 . 2 . 4 2 3 1 5 2 1 3 2 . 3 . 4 1 . 3 5 1 2 2 1 . 2 . 3 2 3 3 5 2 3 1 2 . 2 . 2 1 . 3 5 1 1 1 3 . 2 . 2 2 3 1 5 2 2 1 2 . 3 . 3 2 3 1 5 2 2 2 3 . 3 . 3 2 3 1 5 2 2 1 1 . 1 . 1 1 . 3 5 1 3 2 1 . 5 . 4 2 3 1 5 2 1 2 2 . 4 . 5 2 3 1 5 2 1 4 1 . 2 . 4 2 3 1 5 2 1
DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL 7 DR, Sunf 3 1 7 DR, Gemi 3 1 7 Gemini, 3 1 7 DR, Gemi 3 1 7 DR, Sunf 3 1 7 Gemini, 3 1 7 DR, Sunf 3 1 7 DR, Gemi 3 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 . 1 . 2 1 . 2 3 . 1 1 . 1 2 . 2 2 . 1 1 . 1 1 . 2 2 2 3 . 5 . 4 2 3 1 5 2 1 2 2 . 4 . 5 2 5 1 5 2 2 4 3 . 2 . 4 2 3 1 5 2 1 4 2 . 3 . 4 1 . 5 5 1 3 3 3 . 2 . 3 2 3 3 5 2 3 3 2 . 2 . 2 1 . 1 5 1 2 3 3 . 2 . 2 2 3 1 5 2 2 1 2 . 3 . 3 2 2 1 5 2 3
17. REFERENCES
1. Nair 2. 3. 4. 5.
Introduction to the study of Consumer Behavior by Suja R.
Business to Business Marketing by Hutt and Spee The company website: http:/www.kof.co.in Marketing Research by Rajendra Nargundkar Marketing Research Measurement and Method by Donald S.
Page 93
Tull and Del I. Hawkins 6. 7. Fundamentals of Statistics by J. C. Berry SPSS for Windows step by step- A simple guide and reference
by Darren George and Paul Mallery.
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DEVELOPING SUITABLE STRATEGIES TO MARKET (KOF) SAFAL EDIBLE OIL