PROJECT SYNOPSIS

" A STUDY ON BRAND PREFERENCES OF EDIBLE OILS IN

KARNATAKA OIL FEDERATION(KOF)".

Under the guidance of: Prof. Saravana Kumar S

Through

Murugesh Patil (MC1132) UOM MBA-Marketing RIMS Bangalore.

WORKING TOPIC:

A STUDY ON BRAND PREFERENCES OF EDIBLE OILS IN KARNATAKA OIL FEDERATION(KOF)

LITERATURE REVIEW
Some of the outstanding studies will be conducted on edible oil marketing and purchasing practices, production, sales and marketing strategies of business firms in respect of edible oil products were thoroughly examined in the literature review. The main thrust of these studies will be the evaluation of edible oil brand extension practices of some reputed brands in KOF preferences equity and the market share. In fact the findings of the studies will be very valuable for new researchers and marketers though who want to chalk out edible oil branding strategies in a professional way. Regarding to this study, some quality research papers review has been taken by studying their research papers on edible oils. Near about 9 quality research papers will be taken to review in this study. Prof. H. Sulochana (2008), eminent female professor of Osmania University, Hyderabad highlighted in her article that, the consumers must care about the use of edible oil to avoid the health problems. In India 60% of the health problems are raised by not using the quality edible oil in their regular diet. Prof. Reddy Bhagwan (2009) University of Tamil Nadu has recommended in his research article that the consumers must use the refined edible oil to prevent the fat in the human body. Heavy fat is the main cause of weight and stomach problems in the health of human beings. Prof. Purushootam Rao (2008), dean faculty of commerce and Head department of commerce, Osmania University Hyderabad from Andhra Pradesh highlighted in his research paper that, edible oil is the most important part of a food for human being. The Govt. must prevent the oil mixing practices done by the wholesalers and local retailers while they are selling loose oils to the consumers. Dr. B.K. Bhattacharya, West Bengal (2009) a eminent health physician advised and given important suggestions to his patients and consumers to use the less quantity of edible oil in the regular diet of the people, 30% of the Indian peoples were not conscious while using the edible oils in their diet, so the concentration must be given to the regular use of edible oils. Prof. Merry George (2009), great academician from Malaysia analyzed in her study that, the producers of edible oil mills are not taking care while producing the edible oils. The producers must avoid using the chemicals for getting bright color and better transparency in edible oils. There must be strict rules and regulations in the production and selling of edible oils. Dr. Simon Chippy (2007) Afghanistan a health specialist recommended to the patients to use Saffola and Sunflower packed edible oil in their regular food to avoid unwanted diseases from the use of regular edible oils. Prof. Abdul Gilani, Pakistan (2009) has analyzed in his research study that the customers or regular users of edible oils must avoid fatty

edible oils in non-vegetation food as well as vegetation food. Prof. James Berry U.S.A. (2009), said in her article that Govt. and different NGOs must come forward in public and try to create proper awareness in use of regular edible oils and save the life by health diseases3. Prof. Ramana Joof U.A.E. (2009) has found in her study that from Afghanistan, Iraq, Iran, and Saudi Arabian peoples are using most fatty edible oils. She suggested to the regular users try to use less and refined edible oil in their regular food and easy diet.

Rationale
Oils and fats, along with carbohydrates and proteins are major components of the human diet. Oils provide energy, fat soluble vitamins (vitamins A, D, and E), and essential fatty acids that are required for proper growth and development. The production of vegetable oils (canola, corn, cottonseed, coconut, olive, palm, peanut, safflower, soybean, sunflower) is high throughout the world, and consumption (Table 1) is increasing, especially among the lower socioeconomic groups. A higher consumption of vegetable oils over animal fats is preferable because vegetable oils contain much less saturated fat than animal fats ,and they contain no cholesterol. Vegetable oils are suitable as vehicles for vitamins A, D, and E fortification, as the production and refining of the oils is a centralized process. As vitamins A, D, and E are fat soluble, they can be uniformly distributed in oil. The stability of vitamin A is greater in oils than in any other food and oil facilitates the absorption of vitamin A by the body. Vegetable oils are consumed by almost everyone; thus, it is possible to improve peoples access to fat soluble vitamins through fortification. Hydrogenation converts liquid vegetable oils into solid fats, such as margarine. The vitamin A and D content in margarine is negligible. However, fortification with these vitamins can make margarine an important source of these nutrients, as well as a source of energy. Fortification with vitamin E may be important where the diet is high in polyunsaturated fatty acids (PUFA). PUFAs are long chain fatty acids with more than one double bond, which makes them susceptible to oxidation. The process of oxidation of fat in oils is the same as in cells. Food oils that are high in triglycerides can contain PUFAs, which produce hydroperoxyacids on oxidation resulting in a rancid odor in food. At the cellular level, oxidation results in the formation of free radicals, which have been shown to be associated with cancer and cardiovascular diseases (CVD); hence antioxidants are thought to be anti carcinogenic and cardiovascular protective. Technologies now exist to add water soluble micronutrients including vitamin C, the B-complex, iron, and calcium to margarine.

Table 1
Per Capita Vegetable Oil Consumption, and Percent Daily Energy Intake from Vegetable Oils in Selected Countries.

Country Argentina Brazil Mexico Costa Rica Central Africa Philippines Congo Gambia India Indonesiax

Consumption (gm/ day) 33 27 30 35 12 12 34 31 16 17

% Energy Intake 9 9 9 11 5 4 12 11 7 6

Aim
To make an action to the best quality of oil so that the costumer can prefer the best and be healthy.

Objectives
The study has following objectives: To study the brand preference position in the market. To know the factors influencing the purchase decision for edible oil. To know the purchase and consumption patterns.

Hypothesis
There exists a significant impact of brand preferences in purchasing edible oil.

Research Methodology
A. Collection of Data To complete this study primary as well as secondary source of information is used. B. Primary data The Karnataka state includes 30 different districts places with 6.9 crore of population. Depending on time constraints we will get the best respondents will be selected for getting the primary data by direct interview method. To study the market trends and brand preferences of edible oils, primary data is collected by using a detailed questionnaire which will administered to

a small sample on the basis of convenience sampling method. The study will been carried out in the urban areas of Karnataka state. C. Secondary data The secondary data is collected from published thesis, books from library well reputed journals, magazines and related Web. Sites. D. Selection of Brands and Samples At first phase 7 brands in KOF will be selected on the basis of previous marketing studies and in consultation with marketing experts and researchers in the organization. The brand value of 7 brands is calculated on the basis of available data and resources. The population of Karnataka state is near about 6.9crores (as per 2010 census) due time constraints it will not be possible to deal and contact with all the consumers. By the help of convenience sampling method of maximum respondents will be selected from the state of Karnataka. E. Scope and Limitations of the study The study is limited to the state of Karnataka in India only. The limitation of this study is that sometimes the male or female respondents if they might not give the proper and correct information regarding the price and used brands of edible oils in their daily diets. F. Tools and techniques used The data so collected will be scrutinized, tabulated, analyzed and finally used for the study purpose. For the calculation and analysis of data simple tools and techniques are used i.e. percentile, average, simple correlation, regration and other related tools and techniques. Sample Unit- Consumers. Sample size- 100 Consumers. Sampling Tool- Non-Probability Convince Sampling.

Proposed Contents of the dissertation

Chapter 1: INTRODUCTION. Chapter 2: HISTORY OF EDIBLE OIL IN INDIA. Chapter 3: OVERVIEW OF OIL INDUSTRIES IN INDIA Chapter 4: OPPORTUNITY AND CHALLENGES IN OIL INDUSTRY. Chapter 5: RESEARCH METHEDOLOGY. Chapter 6: TESTING HYPOTHESIS. Chapter 7: FINDINGS. Chapter 8: LIMITATION OF THE STUDY. Chapter 9: CONCLUSION. Chapter 10: BIBLIOGRAPHY

WORK PLAN:

1st week- Review of Literature. 2nd week- Approval of Questionnaire. 3rd week- Distribution of Questionnaire. 4th and 5th week- Analysis and interpretation of primary data. 6th and 7th week- Writing of report. 8th week- submission of soft copy for approval.