Consumer Behavior Towards Brand Preference Among Edible Oil Users
Journal Title: PARIPEX-Indian Journal of Research - Year 2016, Vol 5, Issue 8
Abstract
Consumer behavior changes as the time changes. These changes are due to advancement in technology and new innovations. Today consumers gather more & more information on the brands that are available in the market, and based on the information & knowledge they rank their preferences. This study was carried out in the semi urban area: Chitradurga District, to know the consumer preference over the brand/unbranded edible oil. The study was elongated to reveal whether particular age group consumers prefer branded edible oils or not, along with the attributes that play important role in motivating the consumer. For this study total 104 Ss were surveyed. These observations were analyzed with the help of Chisquare test & with simple percentage analysis. Among the sample it was observed that age group 26-35yrs prefer branded products. Health was considered to be an important parameter for the selection of Edible Oils. Finally it was concluded that, consumers prefer branded products over unbranded products of Edible Oils. Healthy Edible Oils are on priority for selection on any brand of Edible oil than any other attribute. This region has major satisfied customers with reference to the brand they presently use.
Authors and Affiliations
K. PRASAD
Keywords
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