Executive Summary:: "Another Project!!!" - Bizarre Expressions Loomed Over The Faces of All The

1.
EXECUTIVE SUMMARY:
“Another project!!!” --- Bizarre expressions loomed over the faces of all the
students as this term was mentioned. However as the details of the project
that was supposed to be a Business Research conveyed to us, we were all
geared up to work on it.
We were asked to form groups and get on with the research. The different
research topics were given to all students and were to assign on first come
first get basis, we decided to tap on some different kind of industry and after
a lot of discussions and conflicting arguments we all agreed on “Ghee
Industry”, keeping in mind its decreasing market share. Next comes the
stage of submission of the “Research Proposal.” All of us worked
relentlessly on the proposal as it was supposed to entail all that we were
planning to do while conducting our research. As soon as the proposal got
approved, we started on with the data collection. Since our project was using
the technique of a quantitative research, data collection was quite a
cumbersome task. Questionnaires were personally administered by the five
of us at the various residential localities all over Lahore. To gain a better
insight we conducted regular meetings of the groups & consulted our course
instructor at every step and applied all that practically in the field. It was the
most interesting stage as it gave us the chance of one to one communication
with the ghee & oil consumers. Data collection was followed up by the data
entry and analysis. Various analytical tools were applied and the findings
were presented graphically and statistically to give a better understanding.
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Another learning aspect of this research was the use of SPSS for the
analysis, generating tables & cross tabulation. Getting duties assigned,
conducting meetings in a professional environment, trying to meet our
project requirements and adhering to the respective privacy of respondents
simultaneously were some of the tactics that we mastered our skills on. As
the research was taken forward more interest was mobilized and we were
motivated to analyze the findings from more dimensions.
Overall “How to increase the usage of ghee, a declining category in
comparison with oil” has been a very interesting and a highly enriching
experience.
2. BACKGROUND
“Ghee” a very familiar thing to all of us, which has always been associated
with health, strength and purity. A decade ago “ghee” was the most popular
medium, which was used for cooking. There was no major competition
against it, and all the social classes were using it. “ Desi Ghee” was being
struck by packed branded ghee, the pioneer companies involved were Dalda,
Sufi etc.
In rural or sub urban areas unpacked ghee was in demand due to high prices
of branded ghee and large pack sizes launched by them. Ghee has been used
widely all over Pakistan since the country was established, but as we all
know, the last decade which been the most growing decade in technology,
medium, education and health.
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Now ghee has lost its major share to oil. Day by day it is loosing its market
position, especially in the urban areas of Pakistan. Previously ghee was used
to cook every meal and it was part of life but now its use has also been
limited t occasions and dishes. Now all ghee manufacturers have extended
there business to oil manufacturing due to decline in ghee industry overall
and increase in demand of oil.
3. INFORMATION SOUGHT
As stated in the background section, Ghee is now not being used as it was
previously in our society. It uses has been significantly dropped and limited
to specific occasions & dishes. Ghee is now mostly used on special
occasions or only for the dishes where it is concerned as a prerequisite for
that dish or is a part of its recipe. So, a need for the research study to know
the reasons to decline the usage of ghee exists.
Therefore the research objective can be defined as “How to increase the
usage of ghee, a declining category in comparison with oil”. The
questionnaire has been designed to get information about current uses of
ghee that will give us percentage of ghee users and different uses of it.
It will also generate exact information about that how people are using it.
The first section of
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Questionnaire is composed of uses of ghee, which will identify the
following: -
- What people used to cook

- Why ghee
- Using ghee since when
- Up till when ghee was used
- Consumption period of ghee
- Demand of ghee
- Purchasing pattern of ghee
This section also includes questions to identify reasons to use ghee, when &
how used, which will generate the following: -
- For what purpose ghee is used.
- Identify those special occasions & dishes.
Then later in the questionnaire ghee has been ranked on different attributes
and significance level of each attribute with ghee, which will generate the
following: -
- Taste rating
- Aroma rating
- Purity preference
- Nutrition rating
- Packaging rating
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After doing this section some of the emphasis was given to know the usage
of oil, so that it can be identified why ghee is loosing its sales to oil. This
will generate following information:
- Difference in ghee & oil uses
- Why oil is preferred
- When & why people switched to oil
- Which attribute are factors of oil success and ghee’s gradual
decline.
In the end we can have tried to generate information about consumer

perception, which has great significance and reflects the buying decisions of
customers. These questions are open ended will generate the following: -
- Ghee persona
- How consumers think about ghee
- How they perceive ghee
- Have ghee manufacturers been able to make positive strong
perception
- Are they aware of the negative perceptions
- Identify the suitable position for ghee, so that its sales can be
improved.
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All these questions combined together will help identify the following in the
below mentioned order: -
- Previous uses
- Current uses
- Reasons to use
- Reasons to switch
- Reasons of declining sales
- Weak areas
- Strong areas
- Future threats
- Areas of opportunities targeted for future decisions
- Areas to concentrate on to increase sales of ghee eventually.
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4. RESEARCH DESIGN
The research will be quantitative and ad-hoc in its type and the data will be
collected via field survey.
4.1. Target respondent
Target respondents will be females (DMUs), SEC A, B & C, age ranging

from 20 to 50 years.
4.2. Sample design
Universe
The universe can be defined as “All household users of branded ghee and
cooking oil in Lahore”
Sampling type
The sampling technique used here will be disproportionate stratifies

random sampling. The stratification will be done on the following basis
- age
- SEC
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4.3. 0
Age / SEC A B C Total

20 – 30yrs 13 12 10 35
31 – 40 yrs 14 11 10 35
41 – 50yrs 13 12 10 35
Total 40 35 30 105
4.4. Recruitment criteria
Not working in Marketing, sales and advertising (none of the douse hold
member)
The respondent should be the DMU for ghee or oil used in the household for
cooking purposes
4.5. Substitution procedure
In case of getting no response from the respondent for the three consecutive
days, the respondent will be replaced with another respondent who will fall
in the recruitment criteria and will belong to the neighborhood of the non
responded respondent.
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5. RESEARCH FINDINGS
5.1. Analysis of the Findings
The research after being conducted reveals the results that show the
consumption pattern of the ghee users, their percentage, different uses and
what are their preferences nowadays.
Ghee is now not being used as it was previously in our society. It uses has
been significantly dropped and limited to specific occasions & dishes. Ghee
is now mostly used on special occasions or only for the dishes where it is
concerned as a prerequisite for that dish or is a part of its recipe. The
emerging trend of using oil has rapidly taken over the major market share as
it is considered to be most healthy and better then using the traditional ghee.
Some families still prefer to use ghee but their number is also declining.
People have made oil as the primary object for cooking purposes and it is
being preferred mostly in all the areas of Pakistan.
Through proper and in depth analysis of the results it has been concluded
that Ghee is now not being used as it was previously in our society. People
have changed their lifestyles, which have immensely influenced their
choices, and they have included oil in their daily cooking. Most of the
people’s response in Figure 8.1 suggests that they like using ghee as well as
oil as a cooking medium.
A very interesting thing that was revealed in the analysis was that most
people have been have using ghee for more than ten years which shows that
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ghee has been with them since long and people still trust in their age old
choice.
The people who were included in this research showed that ghee is quite
frequently used in their daily cooking, as most of the respondents had used it
a day before, so the frequency of usage is quite high but the quantity used is
not that much because it is not mainly used for cooking daily meals. Table
7.22 shows that ghee is either only used to put “Tardka on karee” or to make
parathas, choori & halwa, which does not involve significant amount of ghee
consumption because these dishes are not made on regular basis.
Not keeping a specific ghee brand in mind the results still reveal that people
mostly like to purchase 5 kg packs which is basically on monthly basis so it
shows that people are still fond of using and buying ghee as a preferred
medium for the cooking purposes along with the purchase of oil. Figure8.4
shows the demand of different skus of ghee, which supports this argument.
So here is some hope or opportunities, which can be used to increase the
sales of Ghee.
Addressing to the next section that deals with the reasons why people use
ghee and what are the reasons they have not shifted to a different medium.
This section also addresses to the question of when and for what the ghee is
being consumed.
Previously ghee was considered as an integral part of our daily routine lives,
it was used on the daily bases for cooking regular dishes, but the analysis
shows that as the times have changed so has the preferences and the purpose
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of using ghee. Table 7.22 shows that now days the trends have changed and
people mostly use ghee for the purpose of cooking special dishes and not for
the daily cooking. It is also true that some families are still using ghee for
the purpose of daily usage but their number is not as high as people who use
it for cooking special dishes and this number seems to be declining. While in
comparison as we can see in table 7.31 that oil consumption is on rise and
more educated people prefer to use only oil, they don’t even fall in
conjunction users.
As the purpose of using ghee has changed so has the choice. People now like
to make different dishes with ghee rather than cooking ordinary and daily
food. People want variation so to adopt that variation in dishes they use ghee
for mostly making PARATHAS. This shows that to bring a hint of the
traditional taste people still want to use ghee in making parathas followed by
tardaka on “daals” and for the purpose of making halwas. This shift in the
usage of ghee shows the demand of customers and their preferences.
A very important and insightful thing that is revealed through this research is
that people has restricted the usage of ghee to certain occasions and festivals.
Rather than using ghee on daily bases people mostly prefer to use it when
they arrange family gatherings. People mostly like to use ghee on family
gatherings followed by family get together. This reveals the fact that the
association of ghee is being restricted to occasion’s rather then intimate and
personal family life.
Attributes are considered to be very important among the people today.

Attributes help in developing band association as well as band recognition
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and brand loyalty. People focus on the attributes in relation to the product
and rate it according to that. This objective approach helps in making
purchase decisions and developing a consumption pattern.
The third section of the research focuses on the attributes of ghee and how
people prefer certain attributes to others and how they give weight age to
them.
Talking about food people like to eat food that tastes and smells good as well
as which is presented in a good way. Ghee plays a major role in making the
food delicious as well as making it smell tempting. Table 7.20 reveals that
most people who use and buy ghee would consider taste as the most
important attribute. Taste is considered to be the thing which people keep
into consideration while choosing ghee. Followed by that the aroma of the
food is considered to be the second preferred attribute of ghee.
While rating the importance of the attributes, people responded in a very

conscious manner. As taste is considered as the most important attribute,
while making their choice people consider taste to be more important in
preference. Going for the smell of the food, which is aroma; people give it
the same rating as taste, which is more important. As far as the purity is
concerned people in their preference consider it to be neither important nor
this important. People who prefer the nutrition level of ghee give it more
importance in ratings. Lastly packaging, people who give prefer ghee on the
attribute of packaging give it a moderate rating which is neither important
nor this important that means that they are concerned with the product not
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the packaging and that now oil and ghee packaging are more or less quite
similar. The table 7.22 supports the findings.
These rating indicate that the preference on attributes varies from person to
person because people give weight age to one attribute more then the other.
So now from these attributes section new opportunities for future ghee
positioning can be determined.
Going for the cross tabulation analysis, while comparing the educational
level of the respondent and the cooking medium for daily meals it was
clearly revealed that with the increase in educational level the awareness and
usage of oil also increases. The table 7.32 supports this analysis and shows
that the preference and consumption of oil is greatest for the postgraduates,
which is 21%. This indicates that as people are becoming more educated
they are going more towards the use of oil and letting go of using ghee.
To analyze the consumption pattern of the respondents, while comparing the

average size used by them and the average pack life it is clearly identified
that on a monthly bases the pack, which is mostly used by the ghee
consumers, is a 5 kg pack. As the average life of the pack mostly is one
month, people think that the 5 kg pack of ghee is most convenient as it
fulfills the requirements effectively per month, but oil is consumed more in
comparison to ghee.
To further analyze the consumption and purchase pattern of the consumers

we will analyze the average size mostly used and the frequency of purchase.
The table 7.4 provides us with an in-depth insight that mostly people prefer
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to purchase the 5 kg pack on monthly basis. Referring to the average life of
the pack one month seems to be the most suited time for most of the
households for the purchasing of ghee packs. As it seems to be economical
and fulfills there needs.
To understand the purpose of using ghee as a cooking medium, we will

compare the purpose of using ghee and the units purchased at a time. This
information in table 7.29 reveals that as the as the use of ghee as a medium
of cooking daily foods is reducing so is the number of units purchased. Now
day’s ghee is mostly used for the purpose of preparing special dishes so its
consumption is reducing. So as ghee is affiliated to cooking of special dishes
the number of units purchased at a time is reduced to one that means that on
a monthly bases only one pack of ghee is consumed by a family and mostly
for the purpose of cooking special dishes rather then for daily purposes.
To analyze the data we cross tabulated the variables of monthly household

income and the size of the pack purchased. The information in table 7.30
revealed the fact that the people earning a monthly household salary of Rs.
50,000 to 70,000 mostly consume the 5 kg pack of ghee this shows that the
use of 5 kg of ghee is mostly by people belonging to B+. This shows that as
the monthly income increases the consumption pattern for the ghee
decreases. The use of oil is also characterized as a status symbol and people
take that into consideration while making their purchase decision.
As information gathered in the table 7.25 many facts has been identified as
important reasons for switching to oil from ghee usage. One of the major
factors is the “Low cholesterol” that is a prominent feature of the product
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category. This attribute is one key reason for the increasing preference of
cooking oil over ghee. The other two interrelated attributes are the “health
factor” and the “transparency factor” found in cooking oil. The other
identified reasons for increasing usage of oil are the purity and ease of use.
So over all it can be concluded that the replacement of oil in place of ghee as
cooking medium for daily meals is mainly because of the low level of
cholesterol in oil.
Another interesting fact found in the study is related to the time when
respondents switched to oil from ghee or started using oil with a conjunction
use to oil. It is clear from the figure # that respondents who are using oil in
comparison to oil are using it for the time more than 10 years. And there is a
relatively increasing trend in switching of oil from ghee as one move from 5
years time period to 1 year. This shows the increasing awareness of the
respondents about their health as well as it shows the brand loyalty found in
the oil users.
As talking about the preference reasons of oil over ghee, a rating of
attributes of oil was asked from respondents in comparison with oil. It was
found that out of total oil users 34.5% prefer oil due to the reason that it
contains low level of cholesterol (table 7.25). The other 18%, 15% and 14%
prefer it for taste, purity and nutrition respectively. This supporting data to
the rational of using oil in preference to oil clearly states that now
respondents want their daily meals to be more healthy rather than fattening.
As we proceed towards knowing the perception of ghee in the eyes of

targeted respondents, it has been shown that mostly respondents has very
negative perception of ghee, with respect to its product attributes and brand
personality. As in it’s better to explain in their words, e.g. ghee has
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- Fattening ingredient
- high cholesterol
- strong link with cardiac problems
- Obesity factor and that’s why not good for health especially
for kids
- Stickiness and “ghee made” dishes are not easily digestible
Similarly, talking about the so called brand personality of “ghee”, the

general consensus of the majority of the respondents can be defined as
Ghee is a fat, short highted, middle aged man. Who looked more of a rural
area person with dark complexion.
But at the same time many respondents rate ghee as important reason for
good health and internal strength of body. They also commented that ghee
gives a special aroma to meals and makes it more tasty and nutritious. But
ratio of these “positive perception” respondents is very low.
Examining the positive personality image of ghee, where many respondents
were grading it as a rural not very educated man, there some of them
perceived ghee as young, active and energetic person who is very caring,
strong and muscular. This positive image opens many new opportunities for
ghee manufacturers to promote and build their brands by associating the
attributes of strength and health with ghee.
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5.2. The Final Conclusion
While concluding the whole analysis the major results can be summarized as
- The major reason for using the ghee, found in respondents is
that ghee adds taste and aroma to the cooked food that
makes it delicious, As compare to major reason for using oil,
low level of cholesterol (table 7.25 & 7.20 So it can be
concluded that at least ghee manufacturers can promote and
position the product category on the variables like “taste
adding ability” and good aroma. Intelligently utilized these
variables can help restrain the further decrease in the usage
of ghee.
- There exist a strong relationship between the income level
and pack size of ghee usually bought for usage (table 7.26).
The relationship is very much positively correlated. Another
related observation is the relationship between pack size
bought and the purchase frequency. It can be concluded that
on average respondents used to consume 5 to 8 kg per
month. That shows the consumption pattern for ghee.
- Out of total respondents 51.4% use both ghee and oil as
cooking medium, 39% use oil and the remaining 9.5% use
only oil as cooking medium (table 7.1). This observation
shows that majority of respondents are keen towards
conjunction usage of ghee and oil, but at the same time the
threatening increase in the number of only oil users is
alarming for ghee manufacturers. It shows that more
respondents are using oil for cooking their daily meals but
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they are using ghee for making special dishes or use for
special occasion (table 7.22 & 7.23). The tables mentioned
here shows that those respondents who are using only ghee
or both ghee and oil prefer using ghee for making parathas
(40.8%), tardka (28.2%), halwa (22.2%) and choori (8.5%).
A very few number of respondents mentioned that they like
to make “khitchri” for their kids with ghee. Similarly
proposed and preferred occasion for increasing the usage of
ghee are family gatherings (64.7%) and formal get together
(23.5%)
- There are many reasons for decline in the usage of ghee in
comparison to oil. The key factor is the different level of
cholesterol in ghee and oil. At the moment DMUs or
housewives are very much aware of the harmful effect of the
cholesterol over the health of adults and children. There is a
strong relationship found in the education of the housewives
and their perception and switching attitude of the ghee (table
7.26). It has been shown in the table # that as the respondent
become more educated her preference towards usage of oil
start increasing.
- Most of the respondents stated that they perceive “ghee” to
have a very negative image that it is not good for health and
cause cardiac problems. This negative image is further
associated with the poor personality of the product category.
This clearly proves that ghee manufacturers has been
unsuccessful in defining the right kind of positioning for
ghee and developing the positive perception in the minds of
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the target customers. Another interrelated conclusion that
can be drawn is that ghee manufacturers remain unable to
take apace with the changing preference of the target market,
and this is because they are facing such lose of positive
image.
5.3. Suggestions
The conclusions drawn from the research study “How to increase usage of
Ghee? A declining category in comparison with Oil”, lead to certain
suggestions that may prove to be helpful in meeting the research objective.
- The declining usage of ghee can be improved by making the
target market convinced about the benefits of using ghee.
This can be done via an effective promotion campaign to
make customers realize that ghee is not as harmful for health
as it has been perceived by most of them. But ghee also has
many positive points that may provide good health and can
add taste to food.
- Increasing the “usage occasion” can be a beneficial tactic for
ghee manufacturers. As previously explained mostly
respondents who use both ghee and cooking oil as cooking
medium, use ghee for making special dishes on specific
occasions and use oil to make daily meals. This opportunity
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can be availed by promoting the key uses of ghee other than
for daily meals. For example, an aggressive advertising
campaign can be developed that will promote the major
usage occasions for ghee and in away make people
consciously aware at what specific events they can use ghee
or in other words they should use ghee as cooking medium.
This proposed way will help in improving the sharply
declining usage of ghee.
- Ghee manufacturers have to take some affirmative actions to
rebuilt and promote the positive perception of ghee in the
minds of target customers. A positive image of brand is
always good for the health of the product category. As it is
very much clear that most of the respondents perceive ghee
as a fattening ingredient to food and don’t take into
consideration the advantages of using ghee. This is mainly
because of the poor perception. Finally, the right step at the
moment will be to establish an encouraging brand
personality for ghee that may help in the creating and
maintaining the brand loyalty.
- Ghee manufacturers can come up with a promotional
scheme in which they can encourage purchase of the
different pack sizes of the ghee by offering price discounts
and price packs.
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6. APPENDIX A
6.1. Research Questionnaire
Assalam-o-Alikum, my name is _____________. I am student of the National University
of Modern Languages. We are conducting a survey to gather and interpret the information
related to decrease in the usage of ghee in comparison with oil. We will highly appreciate
your participation in this regard.
Screening questions
Q 1. Name of the chief wage earner _______________________________
Q 2.
Occupation of Chief Wage earner Education of chief wage earner
Illiterate Less than 5-9 Class Matric F.A Graduate Post
Primary Graduate
Unskilled Worker E2 E2 E1 E1 D D C
Petty trader E2 E2 E1 E1 D C C
Skilled Worker E2 E2 E1 D D C C
Non-Executive Staff member E2 E2 D D D C C
Supervisor D D C C B B B
Small Shopkeeper D D C C B B A2
Lower/Middle Officer/ Executive D D C C B B A2
Professional (Self Emp. Or service) B B A2 A2 A2 A1 A1
Medium Businessman B A2 A2 A2 A2 A1 A1
Senior Executive/ Officer B A2 A2 A2 A1 A1 A1
Large Biz. man/ Factory Owner A2 A2 A2 A1 A1 A1 A1
Q 3. Respondent’s relation to Chief wage earner
1. Wife
2. Daughter
3. Mother
4. Sister
5. Other (Please specify)___________
Q 4. How many family members are there in your household and what are their age and
gender starting from the youngest?
Q 5. Do you have a close relative working in a ghee or oil manufacturing company,

advertising agency or research firm?
1. Yes [quit the interview]

2. No [continue]
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Q 6. Have you participated in any research activity during the last 2 months?
1. Yes [quit the interview]

2. No [continue]
Classification questions
Q 7. Marital status
1. Married
2. unmarried
Q 8. Educational level
1. Matric
2. Intermediate
3. Graduate
4. Post Graduate
5. Other (please specify) ______________
Q 9. Occupation
1. Housewife
2. Student
3. Professional
4. Other (please specify) ______________
Q 10. Monthly household income (in rupees)
1. less than 15,000

2. 15,001 – 30,000
3. 30,001 – 50,000
4. 50,001 – 70,000
5. 70,001 – 100,000
6. 100,001 – 1,50,000
7. 1,50,001 – 2,00,000
8. 2,00,001 or above
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Q 11. What do you use mostly for cooking daily meals?
1. only ghee [go to Q 12]

2. only oil [go to Q 29]
3. both ghee and oil [go to Q 12]
Q 12. Why do you use ghee for cooking?
1. its healthy
2. its pure
3. it adds taste to the food
4. other (please specify) _____________
Q 13. For how long have you been using ghee?
1. less than 6 months

2. more than 6 months
3. 1 year
4. more than 1 year
5. 5 years
6. more than 5 years
Q 14. When was the last time you used ghee?
1. 1 day go
2. 2 days ago
3. 1 week ago
4. 2 weeks ago
5. 1 month ago
6. more than 1 month ago
Q 15. Which pack size you usually buy?
1. 250 grams
2. 500 grams
3. 1 kg
4. 2.5 kg
5. 5 kg
6. 10 kg
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Q 16. How many days does it last?
1. less than a week

2. 1 week
3. more than 1 week
4. more than 2 weeks
5. 1 month
6. more than 1 month
Q 17. How often you buy?
1. daily
2. weekly
3. every two weeks
4. monthly
Q 18. How many units you purchase at a time?
1. 1
2. 2
3. 3
4. 4
5. 5
6. more than 5
Q 19. For what purposes you mostly use ghee?
1. for cooking daily meals [go to Q 22]

2. for cooking special dishes [go to Q 20]
3. at special occasions [go to Q 21]
4. Other (please specify) ________________
Q20. If for Special Dishes then specify
1. Parathas
2. Halwaas
3. Choori
4. for Tarka purposes
5. Others (please specify) _______________
[go to Q 22]
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Q 21. If ‘occasionally’ then for what occasion?
1. Basant
2. Islamic Festival
3. Family Gatherings
4. Formal Get together
5. others(please specify)_________________
[go to Q 22]
Q 22. On which attributes do you prefer ghee in comparison with oil?
1. Taste [go to Q 23]

2. Aroma [go to Q 24]
3. Purity [go to Q 25]
4. Nutrition [go to Q 26]
5. Packaging [go to Q 27]
6. Other (please specify) [go to Q 28]
___________________
Q 23. If taste
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 24. If aroma
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 25. If purity
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 26. If nutrition
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
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Q 27. If packaging
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 28. If ______________
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
(Note: “only ghee users” and “both ghee and oil users” go to Q. 39 )
Q 29. Why do you use oil?
1. its healthy
2. its transparent
3. easy to use
4. its pure
5. low cholesterol
6. it adds taste to the food
7. Other (please specify) _____________
Q 30. For how long have you been using oil?
1. less than 6 months

2. more than 6 months
3. 1 year
4. more than 1 year
5. 5 years
Q 31. On which attributes do you prefer oil in comparison with ghee?
1. Taste [go to Q 32]

2. Low cholesterol [go to Q 33]
3. Purity [go to Q 34]
4. Nutrition [go to Q 35]
5. Packaging [go to Q 36]
6. Transparency [go to Q 37]
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7. Other (please specify) [go to Q 38]
__________________________
Q 32. If taste
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 33. If it has low cholesterol
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 34. If purity
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 35. If nutrition
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 36. If packaging
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 37. If transparency
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
27
Q 38. If ______________
|----------------------|------------------------|-------------------------|-------------------------|
1 2 3 4 5
Least Extremely
Important Important
Q 39. What product attributes comes to your mind when you think of “ghee”?
Q 40. What image comes to your mind when you think of “ghee”?
28
7. APPENDIX B
FREQUENCY TABLES
TABLE 7.1.
Cooking medium for daily me als
Valid Cumulativ
Frequency Percent Percent e Percent
Valid only ghee 10 9.5 9.5 9.5
only oil 41 39.0 39.0 48.6
both ghee & oil 54 51.4 51.4 100.0
Total 105 100.0 100.0
TABLE 7.2.
For how long hav e you be e n using ghe e ?
Valid Cumulativ
Valid < than 6 months 1 1.0 1.6 1.6
one year 1 1.0 1.6 3.1
> than one year 1 1.0 1.6 4.7
Five years 3 2.9 4.7 9.4
> than 5 years 6 5.7 9.4 18.8
> than 10 years 52 49.5 81.3 100.0
Total 64 61.0 100.0
Missing System 41 39.0
Total 105 100.0
29
TABLE 7.3.
Whe n was the last time you use d ghe e ?
Valid Cumulativ
Valid one day ago 30 28.6 46.9 46.9
two day ago 15 14.3 23.4 70.3
one week ago 8 7.6 12.5 82.8
two weeks ago 2 1.9 3.1 85.9
> than 1 month ago 4 3.8 6.3 92.2
other 5 4.8 7.8 100.0
Total 64 61.0 100.0
Total 105 100.0
TABLE 7.4.
which pack size do you usually buy?
Valid Cumulativ
Valid 250gms 3 2.9 4.7 4.7
500gms 5 4.8 7.8 12.5
one kg 13 12.4 20.3 32.8
2.5kg 8 7.6 12.5 45.3
five kg 27 25.7 42.2 87.5
ten kg 8 7.6 12.5 100.0
Total 64 61.0 100.0
Total 105 100.0
30
TABLE7.5.
Whe n was the last time you use d ghe e ?
Valid Cumulativ
Valid one day ago 30 28.6 46.9 46.9
two day ago 15 14.3 23.4 70.3
one week ago 8 7.6 12.5 82.8
two weeks ago 2 1.9 3.1 85.9
> than 1 month ago 4 3.8 6.3 92.2
other 5 4.8 7.8 100.0
Total 64 61.0 100.0
Total 105 100.0
TABLE 7.6.
Purchase Fre que ncy
Valid Cumulativ
Valid weekly 7 6.7 10.9 10.9
every two weeks 12 11.4 18.8 29.7
monthly 45 42.9 70.3 100.0
Total 64 61.0 100.0
Total 105 100.0
31
TABLE 7.7.
For what purpose s you mostly use ghe e ?
Valid Cumulativ
Valid for cooking
24 22.9 37.5 37.5
daily meals
for cooking
33 31.4 51.6 89.1
special dishes
at special
6 5.7 9.4 98.4
occassions
others 1 1.0 1.6 100.0
Total 64 61.0 100.0
Total 105 100.0
TABLE 7.8.
If pre fe r ghe e on taste , how important it is?
Valid Cumulativ
Valid least important 1 1.0 1.5 1.5
less important 1 1.0 1.5 3.0
nor important
neighter dis 5 4.8 7.5 10.4
important
more important 40 38.1 59.7 70.1
extremely
20 19.0 29.9 100.0
important
Total 67 63.8 100.0
Total 105 100.0
32
TABLE 7.9.
If pre fe r ghe e due to aroma, how important its is?
Valid Cumulativ
Valid less important 3 2.9 4.5 4.5
nor important
neighter dis 13 12.4 19.7 24.2
important
extremely
12 11.4 18.2 100.0
important
Total 66 62.9 100.0
Total 105 100.0
TABLE 7.10.
If pre fe r ghe e on purity, how important it is?
Valid Cumulativ
nor important
neighter dis 25 23.8 37.3 50.7
important
extremely
16 15.2 23.9 100.0
important
Total 67 63.8 100.0
Total 105 100.0
33
TABLE 7.11.
If pre fe r ghe e on nutrition le v e l, how important it is?
Valid Cumulativ
nor important
neighter dis 17 16.2 25.4 32.8
important
extremely
16 15.2 23.9 100.0
important
Total 67 63.8 100.0
Total 105 100.0
TABLE 7.12.
If pre fe r ghe e on packaging, how important it is?
Valid Cumulativ
nor important
neither dis 33 31.4 50.8 69.2
important
extremely
3 2.9 4.6 100.0
important
Total 65 61.9 100.0
Total 105 100.0
34
TABLE 7.13.
For how long hav e you be e n using oil?
Valid Cumulativ
Valid one year 3 2.9 7.1 7.1
more than one year 1 1.0 2.4 9.5
five years 2 1.9 4.8 14.3
more than 5 years 9 8.6 21.4 35.7
more than 10 years 27 25.7 64.3 100.0
Total 42 40.0 100.0
Total 105 100.0
TABLE 7.14.
If prefer oil on taste, how important it is?
Valid Cumulativ
nor important
neither 12 11.4 31.6 34.2
disimportant
extremely
6 5.7 15.8 100.0
important
Total 38 36.2 100.0
Total 105 100.0
35
TABLE 7.15.
If pre fe r oil due to low chole strol le v e l, how important it is?
Valid Cumulativ
nor important
neither dis 2 1.9 5.1 7.7
important
extremely
24 22.9 61.5 100.0
important
Total 39 37.1 100.0
Total 105 100.0
TABLE 7.16.
If pre fe r oil on purity, how important it is?
Valid Cumulativ
nor important
neither dis 14 13.3 35.9 43.6
important
extremely
7 6.7 17.9 100.0
important
Total 39 37.1 100.0
Total 105 100.0
36
TABLE 7.17.
If prefer oil on Nutrition level, how important it is?
Valid Cumulativ
nor important
neither dis 12 11.4 31.6 42.1
important
more imortant 18 17.1 47.4 89.5
extremely
4 3.8 10.5 100.0
important
Total 38 36.2 100.0
Total 105 100.0
TABLE 7.18
If prefer oil on packaging, how important it is?
Valid Cumulativ
nor important
neither dis 14 13.3 35.9 46.2
important
more imortant 12 11.4 30.8 76.9
extremely
9 8.6 23.1 100.0
important
Total 39 37.1 100.0
Total 105 100.0
37
TABLE 7.19.
If prefer oil on its transparency, how important it is?
Valid Cumulativ
Valid nor important
neither dis 15 14.3 39.5 39.5
important
more imortant 14 13.3 36.8 76.3
extremely
9 8.6 23.7 100.0
important
Total 38 36.2 100.0
Total 105 100.0
38
TABLE 7.20.
Group $REAGH Reasons for using ghee
Pct of
Pct of
Category label Code Count Responses
Cases
its healthy 1 28 34.6

43.1
its pure 2 12 14.8
18.5
it adds taste to food 3 41 50.6
63.1
------- -----
-----
Total responses 81 100.0
124.6
40 missing cases; 65 valid cases
TABLE 7.21.
Group $ATTOIL Preffered attributes of oil
Pct of
Pct of
Cases
taste 1 18 16.4
42.9
low cholestrol 2 38 34.5
90.5
Purity 3 15 13.6
35.7
Nutrition 4 14 12.7
33.3
Packaging 5 13 11.8
31.0
Transparency 6 12 10.9
28.6
------- -----
-----
261.9
39
TABLE 7.22.
Group $DISHES Special dishes of ghee
Pct of
Pct of
Cases
Parathas 1 29 40.8
82.9
Halwas 2 16 22.5
45.7
Choori 3 6 8.5
17.1
for tardka purpose 4 20 28.2
57.1
------- -----
-----
202.9
TABLE 7.23.
Group $OCASION Occasional uses of ghee
Pct of
Pct of
Cases
Basant 1 1 5.9
9.1
Islamic Festival 2 1 5.9
9.1
Family Gatherings 3 11 64.7
100.0
Formal get together 4 4 23.5
36.4
------- -----
-----
154.5
40
TABLE 7.24.
Group $ATTGHEE Preffered attributes of ghee
Pct of
Pct of
Cases
Taste 1 55 29.4
85.9
Aroma 2 40 21.4
62.5
Purity 3 29 15.5
45.3
Nutrition 4 36 19.3
56.3
Packaging 5 25 13.4
39.1
Others 6 2 1.1
3.1
------- -----
-----
292.2
TABLE 7.25.
Group $REAOIL Reasons for using oil
Pct of
Pct of
Cases
its healthy 1 19 25.7

45.2
its transparent 2 12 16.2
28.6
easy to use 3 8 10.8
19.0
its pure 4 5 6.8
11.9
low cholestrol 5 23 31.1
54.8
it adds taste to the food 6 6 8.1
14.3
41
others 7 1 1.4
2.4
------- -----
-----
176.2
42
TABLE 7.26.
Educational level of respondent * Cooking medium for daily

meals Crosstabulation
Chi-Square Tests
Asymp.
Sig.
Value df (2-sided)
Pearson Chi-Square 10.880a 6 .092
Likelihood Ratio 10.202 6 .116
Linear-by-Linear
.006 1 .937
Association
N of Valid Cases 105
a. 5 cells (41.7%) have expected count less than 5. The minimum
expected count is 1.05.
43
Educational level of respondent * Cooking medium for daily meals Crosstabulation
Cooking medium for daily

meals
both ghee
only ghee only oil & oil Total
Educational level Matric Count 1 5 5 11
of respondent Expected Count 1.0 4.3 5.7 11.0
% within
Educational level 9.1% 45.5% 45.5% 100.0%
of respondent
% within Cooking
medium for daily 10.0% 12.2% 9.3% 10.5%
meals
% of Total 1.0% 4.8% 4.8% 10.5%
Intermediate Count 3 4 6 13
Expected Count 1.2 5.1 6.7 13.0
% within
of respondent
% within Cooking
medium for daily 30.0% 9.8% 11.1% 12.4%
meals
% of Total 2.9% 3.8% 5.7% 12.4%
Graduate Count 3 10 27 40
Expected Count 3.8 15.6 20.6 40.0
% within
of respondent
% within Cooking
medium for daily 30.0% 24.4% 50.0% 38.1%
meals
% of Total 2.9% 9.5% 25.7% 38.1%
Post graduate Count 3 22 16 41
Expected Count 3.9 16.0 21.1 41.0
% within
of respondent
% within Cooking
medium for daily 30.0% 53.7% 29.6% 39.0%
meals
% of Total 2.9% 21.0% 15.2% 39.0%
Total Count 10 41 54 105
Expected Count 10.0 41.0 54.0 105.0
% within
of respondent 44
% within Cooking
medium for daily 100.0% 100.0% 100.0% 100.0%
TABLE 7.27.
Which pack size do you usually buy? * Average pack life

Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
which pack size do
you usually buy? * 64 61.0% 41 39.0% 105 100.0%
Average pack life
which pack size do
you usually buy? *
64 61.0% 41 39.0% 105 100.0%
Purchase
Frequency
Chi-Square Tests
Asymp.
Sig.
Value df (2-sided)
Pearson Chi-Square 27.035a 25 .354
Linear-by-Linear
4.335 1 .037
Association
N of Valid Cases 64
expected count is .05.
45
Crosstab
Average pack life

more than more than more than
one week one week 2 weeks one month one month other Total
which 250gms Count 0 1 0 2 0 0 3
pack size Expected Count .4 .2 .7 1.0 .7 .0 3.0
do you
% within which
usually
pack size do you .0% 33.3% .0% 66.7% .0% .0% 100.0%
buy?
usually buy?
% within Average
.0% 20.0% .0% 9.1% .0% .0% 4.7%
pack life
% of Total .0% 1.6% .0% 3.1% .0% .0% 4.7%
500gms Count 2 0 0 1 2 0 5
Expected Count .6 .4 1.1 1.7 1.1 .1 5.0
% within which
pack size do you 40.0% .0% .0% 20.0% 40.0% .0% 100.0%
usually buy?
% within Average
25.0% .0% .0% 4.5% 14.3% .0% 7.8%
pack life
% of Total 3.1% .0% .0% 1.6% 3.1% .0% 7.8%
one kg Count 4 1 3 2 3 0 13
Expected Count 1.6 1.0 2.8 4.5 2.8 .2 13.0
% within which
pack size do you 30.8% 7.7% 23.1% 15.4% 23.1% .0% 100.0%
usually buy?
% within Average
50.0% 20.0% 21.4% 9.1% 21.4% .0% 20.3%
pack life
% of Total 6.3% 1.6% 4.7% 3.1% 4.7% .0% 20.3%
2.5kg Count 1 1 2 3 1 0 8
Expected Count 1.0 .6 1.8 2.8 1.8 .1 8.0
% within which
pack size do you 12.5% 12.5% 25.0% 37.5% 12.5% .0% 100.0%
usually buy?
% within Average
12.5% 20.0% 14.3% 13.6% 7.1% .0% 12.5%
pack life
% of Total 1.6% 1.6% 3.1% 4.7% 1.6% .0% 12.5%
five kg Count 1 2 7 11 6 0 27
Expected Count 3.4 2.1 5.9 9.3 5.9 .4 27.0
% within which
pack size do you 3.7% 7.4% 25.9% 40.7% 22.2% .0% 100.0%
usually buy?
% within Average
12.5% 40.0% 50.0% 50.0% 42.9% .0% 42.2%
pack life
% of Total 1.6% 3.1% 10.9% 17.2% 9.4% .0% 42.2%
ten kg Count 0 0 2 3 2 1 8
Expected Count 1.0 .6 1.8 2.8 1.8 .1 8.0
% within which
pack size do you .0% .0% 25.0% 37.5% 25.0% 12.5% 100.0%
usually buy?
% within Average
.0% .0% 14.3% 13.6% 14.3% 100.0% 12.5%
pack life
% of Total .0% .0% 3.1% 4.7% 3.1% 1.6% 12.5%
Total Count 8 5 14 22 14 1 64
Expected Count 8.0 5.0 14.0 22.0 14.0 1.0 64.0
% within which
pack size do you 12.5% 7.8% 21.9% 34.4% 21.9% 46 100.0%
1.6%
usually buy?
% within Average
100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
pack life
TABLE 7.28.
which pack size do you usually buy? * Purchase Frequency
Chi-Square Tests
Asymp.
Sig.
Value df (2-sided)
a
Pearson Chi-Square 8.360 10 .594
Linear-by-Linear
1.311 1 .252
Association
N of Valid Cases 64
47
Crosstab
Purchase Frequency
every two
weekly weeks monthly Total
which 250gms Count 0 0 3 3
pack size Expected Count .3 .6 2.1 3.0
do you
% within which
usually
pack size do you .0% .0% 100.0% 100.0%
buy?
usually buy?
% within Purchase
.0% .0% 6.7% 4.7%
Frequency
% of Total .0% .0% 4.7% 4.7%
500gms Count 1 1 3 5
Expected Count .5 .9 3.5 5.0
% within which
pack size do you 20.0% 20.0% 60.0% 100.0%
usually buy?
% within Purchase
14.3% 8.3% 6.7% 7.8%
Frequency
% of Total 1.6% 1.6% 4.7% 7.8%
one kg Count 3 3 7 13
% within which
pack size do you 23.1% 23.1% 53.8% 100.0%
usually buy?
% within Purchase
42.9% 25.0% 15.6% 20.3%
Frequency
% of Total 4.7% 4.7% 10.9% 20.3%
2.5kg Count 2 1 5 8
Expected Count .9 1.5 5.6 8.0
% within which
pack size do you 25.0% 12.5% 62.5% 100.0%
usually buy?
% within Purchase
28.6% 8.3% 11.1% 12.5%
Frequency
% of Total 3.1% 1.6% 7.8% 12.5%
five kg Count 1 5 21 27
% within which
pack size do you 3.7% 18.5% 77.8% 100.0%
usually buy?
% within Purchase
14.3% 41.7% 46.7% 42.2%
Frequency
% of Total 1.6% 7.8% 32.8% 42.2%
ten kg Count 0 2 6 8
Expected Count .9 1.5 5.6 8.0
% within which
pack size do you .0% 25.0% 75.0% 100.0%
usually buy?
% within Purchase
.0% 16.7% 13.3% 12.5%
Frequency
% of Total .0% 3.1% 9.4% 12.5%
Total Count 7 12 45 64
Expected Count 7.0 12.0 45.0 64.0
% within which
pack size do you 10.9% 18.8% 70.3% 100.0%
usually buy?
% within Purchase
100.0% 100.0% 100.0% 100.0%
Frequency
% of Total 10.9% 18.8% 70.3% 100.0%
48
TABLE 7.29.
For what purposes you mostly use ghee? * how many units you
purchase at a time?
Chi-Square Tests
Asymp.
Sig.
Value df (2-sided)
a
Pearson Chi-Square 8.384 15 .907
Linear-by-Linear
.569 1 .450
Association
N of Valid Cases 64
49
For what purposes you mostly use ghee? * how many units you purchase at a time? Crosstabulation
how many units you purchase at a time?

more
1 2 3 4 5 than 5 Total
For what for cooking Count 19 3 0 0 1 1 24
purposes daily meals Expected Count 19.5 2.3 1.1 .4 .4 .4 24.0
you mostly
% within For what
use ghee?
purposes you 79.2% 12.5% .0% .0% 4.2% 4.2% 100.0%
mostly use ghee?
% within how
many units you 36.5% 50.0% .0% .0% 100.0% 100.0% 37.5%
purchase at a time?
% of Total 29.7% 4.7% .0% .0% 1.6% 1.6% 37.5%
for cooking Count 27 3 2 1 0 0 33
special dishes Expected Count 26.8 3.1 1.5 .5 .5 .5 33.0
% within For what
purposes you 81.8% 9.1% 6.1% 3.0% .0% .0% 100.0%
mostly use ghee?
% within how
many units you 51.9% 50.0% 66.7% 100.0% .0% .0% 51.6%
purchase at a time?
% of Total 42.2% 4.7% 3.1% 1.6% .0% .0% 51.6%
at special Count 5 0 1 0 0 0 6
occassions Expected Count 4.9 .6 .3 .1 .1 .1 6.0
% within For what
purposes you 83.3% .0% 16.7% .0% .0% .0% 100.0%
mostly use ghee?
% within how
many units you 9.6% .0% 33.3% .0% .0% .0% 9.4%
purchase at a time?
% of Total 7.8% .0% 1.6% .0% .0% .0% 9.4%
others Count 1 0 0 0 0 0 1
Expected Count .8 .1 .0 .0 .0 .0 1.0
% within For what
purposes you 100.0% .0% .0% .0% .0% .0% 100.0%
mostly use ghee?
% within how
many units you 1.9% .0% .0% .0% .0% .0% 1.6%
purchase at a time?
% of Total 1.6% .0% .0% .0% .0% .0% 1.6%
Total Count 52 6 3 1 1 1 64
Expected Count 52.0 6.0 3.0 1.0 1.0 1.0 64.0
% within For what
purposes you 81.3% 9.4% 4.7% 1.6% 1.6% 1.6% 100.0%
mostly use ghee?
% within how
many units you 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
purchase at a time?
% of Total 81.3% 9.4% 4.7% 1.6% 1.6% 1.6% 100.0%
50
TABLE 7.30.
Monthly household income (in rupees) * which pack size do you

usually buy?
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Monthly household
income (in rupees) *
which pack size do 64 61.0% 41 39.0% 105 100.0%
you usually buy?
51
Monthly household income (in rupees) * which pack size do you usually buy? Crosstabulation

250gms 500gms one kg 2.5kg five kg ten kg Total
Monthly less than 15,000 Count 0 1 1 2 0 1 5
household Expected Count .2 .4 1.0 .6 2.1 .6 5.0
income (in
% within Monthly
rupees)
household income .0% 20.0% 20.0% 40.0% .0% 20.0% 100.0%
(in rupees)
% within which
pack size do you .0% 20.0% 7.7% 25.0% .0% 12.5% 7.8%
usually buy?
% of Total .0% 1.6% 1.6% 3.1% .0% 1.6% 7.8%
15,001 - 30,000 Count 2 1 6 1 5 0 15
Expected Count .7 1.2 3.0 1.9 6.3 1.9 15.0
% within Monthly
household income 13.3% 6.7% 40.0% 6.7% 33.3% .0% 100.0%
(in rupees)
% within which
pack size do you 66.7% 20.0% 46.2% 12.5% 18.5% .0% 23.4%
usually buy?
% of Total 3.1% 1.6% 9.4% 1.6% 7.8% .0% 23.4%
30,001 - 50,000 Count 1 2 2 1 7 3 16
Expected Count .8 1.3 3.3 2.0 6.8 2.0 16.0
% within Monthly
household income 6.3% 12.5% 12.5% 6.3% 43.8% 18.8% 100.0%
(in rupees)
% within which
pack size do you 33.3% 40.0% 15.4% 12.5% 25.9% 37.5% 25.0%
usually buy?
% of Total 1.6% 3.1% 3.1% 1.6% 10.9% 4.7% 25.0%
50,001 - 70,000 Count 0 0 1 3 8 1 13
Expected Count .6 1.0 2.6 1.6 5.5 1.6 13.0
% within Monthly
household income .0% .0% 7.7% 23.1% 61.5% 7.7% 100.0%
(in rupees)
% within which
pack size do you .0% .0% 7.7% 37.5% 29.6% 12.5% 20.3%
usually buy?
% of Total .0% .0% 1.6% 4.7% 12.5% 1.6% 20.3%
70,000 - 100,000 Count 0 0 0 1 4 1 6
Expected Count .3 .5 1.2 .8 2.5 .8 6.0
% within Monthly
household income .0% .0% .0% 16.7% 66.7% 16.7% 100.0%
(in rupees)
% within which
pack size do you .0% .0% .0% 12.5% 14.8% 12.5% 9.4%
usually buy?
% of Total .0% .0% .0% 1.6% 6.3% 1.6% 9.4%
100,001 - 1,50,000 Count 0 0 3 0 0 1 4
Expected Count .2 .3 .8 .5 1.7 .5 4.0
% within Monthly 52
household income .0% .0% 75.0% .0% .0% 25.0% 100.0%
(in rupees)
% within which
TABLE 7.31.
EDULEVEL Educational level of respondent

by $ATTOIL (group) Preffered attributes of oil
$ATTOIL
Count taste low chol Purity Nutritio Packagin

Row pct estrol n g
Row
Col pct
Total
Tab pct 1 2 3 4 5
EDULEVEL
1 2 3 0 0 0
Matric 40.0 60.0 .0 .0 .0
11.1 7.9 .0 .0 .0
4.8 7.1 .0 .0 .0
2 2 3 2 3 2
Intermediate 50.0 75.0 50.0 75.0 50.0
11.1 7.9 13.3 21.4 15.4
4.8 7.1 4.8 7.1 4.8
3 4 10 2 2 1
Graduate 40.0 100.0 20.0 20.0 10.0
22.2 26.3 13.3 14.3 7.7
9.5 23.8 4.8 4.8 2.4
4 10 22 11 9 10
Post graduate 43.5 95.7 47.8 39.1 43.5
55.6 57.9 73.3 64.3 76.9
23.8 52.4 26.2 21.4 23.8
Column 18 38 15 14 13
Total 42.9 90.5 35.7 33.3 31.0
Percents and totals based on respondents
(Continued)

by $ATTOIL (group) Preffered attributes of oil
53
$ATTOIL
Count Transpar
Row pct ency Row
Col pct Total
Tab pct 6
EDULEVEL
1 0 5
Matric .0 11.9
.0
.0
2 2 4
Intermediate 50.0 9.5
16.7
4.8
3 3 10
Graduate 30.0 23.8
25.0
7.1
4 7 23
Post graduate 30.4 54.8
58.3
16.7
Column 12 42
Total 28.6 100.0
42 valid cases; 63 missing cases
54
TABLE 7.32.
by $ATTGHEE (group) Preffered attributes of ghee
$ATTGHEE
Count Taste Aroma Purity Nutritio Packagin

Row pct n g
Row
Col pct
Total
Tab pct 1 2 3 4 5
EDULEVEL
1 5 5 5 5 3
Matric 83.3 83.3 83.3 83.3 50.0
9.1 12.5 17.2 13.9 12.0
7.8 7.8 7.8 7.8 4.7
2 7 6 4 7 4
Intermediate 77.8 66.7 44.4 77.8 44.4
12.7 15.0 13.8 19.4 16.0
10.9 9.4 6.3 10.9 6.3
3 27 15 10 12 6
Graduate 90.0 50.0 33.3 40.0 20.0
49.1 37.5 34.5 33.3 24.0
42.2 23.4 15.6 18.8 9.4
4 16 14 10 12 12
Post graduate 84.2 73.7 52.6 63.2 63.2
29.1 35.0 34.5 33.3 48.0
25.0 21.9 15.6 18.8 18.8
Column 55 40 29 36 25
Total 85.9 62.5 45.3 56.3 39.1 0
(Continued)

by $ATTGHEE (group) Preffered attributes of ghee
55
$ATTGHEE
Count Others
Row pct Row
Col pct Total
Tab pct 6
EDULEVEL
1 1 6
Matric 16.7 9.4
50.0
1.6
2 0 9
Intermediate .0 14.1
.0
.0
3 0 30
Graduate .0 46.9
.0
.0
4 1 19
Post graduate 5.3 29.7
50.0
1.6
Column 2 64
Total 3.1 100.0
56
TABLE 7.33.
$REAOIL (group) Reasons for oil

by HOWLONGO For how long have you been using oil?
HOWLONGO
Count one year more tha five ye more tha more tha
Row pct n one ye ars n 5 year n 10 yea
Row
Col pct ar s rs
Total
Tab pct 3 4 5 6 7
$REAOIL
1 1 0 1 5 12
19
its healthy 5.3 .0 5.3 26.3 63.2
25.7
9.1 .0 33.3 31.3 27.9
1.4 .0 1.4 6.8 16.2
2 3 0 0 3 6
12
its transparent 25.0 .0 .0 25.0 50.0
16.2%
27.3 .0 .0 18.8 14.0
4.1 .0 .0 4.1 8.1
3 3 0 0 1 4
8
easy to use 37.5 .0 .0 12.5 50.0
10.8%
27.3 .0 .0 6.3 9.3
4.1 .0 .0 1.4 5.4
4 2 0 1 0 2
5
its pure 40.0 .0 20.0 .0 40.0
6.8%
18.2 .0 33.3 .0 4.7
2.7 .0 1.4 .0 2.7
5 2 1 1 4 15
23
57
low cholestrol 8.7 4.3 4.3 17.4 65.2
31.1%
18.2 100.0 33.3 25.0 34.9
2.7 1.4 1.4 5.4 20.3
6 0 0 0 2 4
6
it adds taste to the .0 .0 .0 33.3 66.7
8.1%
.0 .0 .0 12.5 9.3
.0 .0 .0 2.7 5.4
7 0 0 0 1 0
1
others .0 .0 .0 100.0 .0
1.4%
.0 .0 .0 6.3 .0
.0 .0 .0 1.4 .0
Column 11 1 3 16 43
74
Total 14.9 1.4 4.1 21.6 58.1
100.0
Percents and totals based on responses
58
TABLE 7.34.
COOKINGM Cooking medium for daily meals

by $REAGHEE (group) Reasons for using ghee
$REAGHEE
Count its heal its pure it adds

Row pct thy taste to Row
Col pct foo Total
Tab pct 1 2 3
COOKINGM
1 4 1 6 11
only ghee 36.4 9.1 54.5 13.6%
14.3 8.3 14.6
4.9 1.2 7.4
2 1 0 0 1
only oil 100.0 .0 .0 1.2%
3.6 .0 .0
1.2 .0 .0
3 23 11 35 69
both ghee & oil 33.3 15.9 50.7 85.2%
82.1 91.7 85.4
28.4 13.6 43.2
Column 28 12 41 81
Total 34.6% 14.8% 50.6% 100.0
TABLE 7.35.
59
COOKINGM Cooking medium for daily meals
by $REAOIL (group) Reasons for oil
$REAOIL
Count its heal its tran easy to its pure low chol
Row pct thy sparent use estrol
Row
Col pct
Total
Tab pct 1 2 3 4 5
COOKINGM
2 19 11 8 5 23
73
only oil 26.0 15.1 11.0 6.8 31.5
98.6%
100.0 91.7 100.0 100.0 100.0
25.7 14.9 10.8 6.8 31.1
3 0 1 0 0 0
1
both ghee & oil .0 100.0 .0 .0 .0
1.4%
.0 8.3 .0 .0 .0
.0 1.4 .0 .0 .0
Column 19 12 8 5 23
74
Total 25.7 16.2 10.8 6.8 31.1
100.0%
(Continued)
Cooking medium for daily meals

by $REAOIL (group) Reasons for oil
$REAOIL
60
Count it adds others
Row pct taste to Row
Col pct the Total
Tab pct 6 7
COOKINGM
2 6 1 73
only oil 8.2 1.4 98.6%
100.0 100.0
8.1 1.4
3 0 0 1
both ghee & oil .0 .0 1.4%
.0 .0
.0 .0
Column 6 1 74
Total 8.1% 1.4% 100.0%
TABLE 7.36
61
Cooking medium for daily meals * For what purposes you mostly use ghee? * SEC Crosstabulation
Count
For what purposes you mostly use ghee?

for for
cooking cooking
daily special at special
SEC meals dishes occassions others Total
sec A1 Cooking medium only ghee 3 3
for daily meals both ghee & oil 3 13 16
Total 6 13 19
sec A2 Cooking medium only ghee 1 1
for daily meals both ghee & oil 1 1 2
Total 2 1 3
sec B Cooking medium only ghee 2 2
for daily meals both ghee & oil 5 9 2 1 17
Total 7 9 2 1 19
sec C Cooking medium only ghee 4 4
for daily meals both ghee & oil 5 11 3 19
Total 9 11 3 23
62
SEC * Cooking medium for daily meals * Monthly household income (in
rupees) Crosstabulation
% within SEC
Cooking medium for daily

meals
Monthly household both ghee
income (in rupees) only ghee only oil & oil Total
less than 15,000 SEC sec B 100.0% 100.0%
sec C 40.0% 20.0% 40.0% 100.0%
Total 33.3% 16.7% 50.0% 100.0%
15,001 - 30,000 SEC sec A1 50.0% 50.0% 100.0%
sec B 41.7% 58.3% 100.0%
sec C 46.2% 53.8% 100.0%
Total 44.4% 55.6% 100.0%
30,001 - 50,000 SEC sec A1 83.3% 16.7% 100.0%
sec A2 50.0% 50.0% 100.0%
sec B 12.5% 25.0% 62.5% 100.0%
sec C 12.5% 12.5% 75.0% 100.0%
Total 12.5% 33.3% 54.2% 100.0%
50,001 - 70,000 SEC sec A1 10.0% 50.0% 40.0% 100.0%
sec A2 100.0% 100.0%
sec B 20.0% 20.0% 60.0% 100.0%
sec C 40.0% 60.0% 100.0%
Total 9.5% 38.1% 52.4% 100.0%
70,000 - 100,000 SEC sec A1 50.0% 25.0% 25.0% 100.0%
sec B 75.0% 25.0% 100.0%
sec C 50.0% 50.0% 100.0%
Total 30.0% 40.0% 30.0% 100.0%
100,001 - 1,50,000 SEC sec A1 50.0% 50.0% 100.0%
Total 50.0% 50.0% 100.0%
1,50,001 - 2,00,000 SEC sec A1 100.0% 100.0%
sec B 100.0% 100.0%
Total 25.0% 75.0% 100.0%
2,00,000 or above SEC sec A1 60.0% 40.0% 100.0%
Total 60.0% 40.0% 100.0%
63
8. APPENDIX C
FIGURE 8.1.

60
50
40
30
20
10
Percent
0
only ghee only oil both ghee & oil
FIGURE 8.2.
For how long have you been using ghee?

100
80
60
40
20
Percent
0
< than 6 months > than one year > than 5 years
one year Five years > than 10 years
For how long have you been using ghee?
64
FIGURE 8.3.
When was the last time you used ghee?
50
40
30
20
10
Percent
0
one day ago one w eek ago > than 1 month ago
tw o day ago tw o w eeks ago other
When was the last time you used ghee?
FIGURE 8.4.

50
40
30
20
10
Percent
0
250gms 500gms one kg 2.5kg five kg ten kg
65
FIGURE 8.5.
Purchase Frequency
80
60
40
20
Percent
0
w eekly every tw o w eeks monthly
Purchase Frequency
FIGURE 8.6.

60
50
40
30
20
10
Percent
0
for cooking daily me at special occassion
for cooking special others
66
FIGURE 8.7.
If prefer ghee on taste, how important it is?

70
60
50
40
30
20
Percent
10
0
least important nor important neight extremely important
less important more important
If prefer ghee on taste, how important it is?
FIGURE 8.8.
If prefer ghee due to aroma, how important its is?

70
60
50
40
30
20
Percent
10
0
nor important neight extremely important
If prefer ghee due to aroma, how important its is?
67
FIGURE 8.9.
If prefer ghee on purity, how important it is?

40
30
20
10
Percent
0
If prefer ghee on purity, how important it is?
FIGURE 8.10.
If prefer ghee on nutrition level, how important it is?

50
40
30
20
10
Percent
0
If prefer ghee on nutrition level, how important it is?
68
FIGURE 8.11.
If prefer ghee on packaging, how important it is?

60
50
40
30
20
10
Percent
0
least important nor important neithe extremely important
If prefer ghee on packaging, how important it is?
FIGURE 8.12.
For how long have you been using oil?

70
60
50
40
30
20
Percent
10
0
one year five years more than 10 years
more than one year more than 5 years
For how long have you been using oil?
69
FIGURE 8.13.

60
50
40
30
20
10
Percent
0
nor important neithe extremely important
FIGURE 8.14.
If prefer oil due to low cholestrol level, how important it is?

70
60
50
40
30
20
Percent
10
0
If prefer oil due to low cholestrol level, how important it is?
70
FIGURE 8.15.
If prefer oil on purity, how important it is?

50
40
30
20
10
Percent
0
If prefer oil on purity, how important it is?
FIGURE 8.16.

50
40
30
20
10
Percent
0
less important more imortant
71
FIGURE 8.17.

40
30
20
10
Percent
0
less important more imortant
FIGURE 8.18.

50
40
30
20
10
Percent
0
nor important neithe more imortant extremely important
72

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1.

- What people used to cook

In the end we can have tried to generate information about consumer

4.1. Target respondent

Target respondents will be females (DMUs), SEC A, B & C, age ranging

4.2. Sample design

The sampling technique used here will be disproportionate stratifies

Age / SEC A B C Total

4.4. Recruitment criteria

4.5. Substitution procedure

5.1. Analysis of the Findings

Attributes are considered to be very important among the people today.

While rating the importance of the attributes, people responded in a very

To analyze the consumption pattern of the respondents, while comparing the

To further analyze the consumption and purchase pattern of the consumers

To understand the purpose of using ghee as a cooking medium, we will

To analyze the data we cross tabulated the variables of monthly household

As we proceed towards knowing the perception of ghee in the eyes of

Similarly, talking about the so called brand personality of “ghee”, the

Q 1. Name of the chief wage earner _______________________________

Q 3. Respondent’s relation to Chief wage earner

Q 5. Do you have a close relative working in a ghee or oil manufacturing company,

1. Yes [quit the interview]

1. Yes [quit the interview]

Q 10. Monthly household income (in rupees)

1. less than 15,000

1. only ghee [go to Q 12]

Q 12. Why do you use ghee for cooking?

Q 13. For how long have you been using ghee?

1. less than 6 months

Q 14. When was the last time you used ghee?

Q 15. Which pack size you usually buy?

1. less than a week

Q 17. How often you buy?

Q 18. How many units you purchase at a time?

Q 19. For what purposes you mostly use ghee?

1. for cooking daily meals [go to Q 22]

Q20. If for Special Dishes then specify

Q 22. On which attributes do you prefer ghee in comparison with oil?

1. Taste [go to Q 23]

Q 29. Why do you use oil?

Q 30. For how long have you been using oil?

1. less than 6 months

Q 31. On which attributes do you prefer oil in comparison with ghee?

1. Taste [go to Q 32]

Q 33. If it has low cholesterol

Cooking medium for daily me als

For how long hav e you be e n using ghe e ?

Whe n was the last time you use d ghe e ?

For how long hav e you be e n using oil?

If pre fe r oil on purity, how important it is?

If prefer oil on Nutrition level, how important it is?

Group $REAGH Reasons for using ghee

its healthy 1 28 34.6

40 missing cases; 65 valid cases

Group $ATTOIL Preffered attributes of oil

70 missing cases; 35 valid cases

Group $OCASION Occasional uses of ghee

94 missing cases; 11 valid cases

41 missing cases; 64 valid cases

Group $REAOIL Reasons for using oil

its healthy 1 19 25.7

63 missing cases; 42 valid cases