Documenti di Didattica
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ON
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DECLARATION
course M.B.A. and the report has not been submitted to any other
Ashwani
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ACKNOWLEDGEMENT
and diversified organization. I am great full to all those who helped and
First of all I would sincerely like to thank AZZHARUDDIN Md., for his
Last but not least, I am also thankful to my parents, all college staff and my
(Ashwani)
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PREFACE
and apply their academic knowledge and gain a valuable insight into
In this report I have put my finest efforts to compile the data with utmost
accuracy and hope this report will give complete satisfaction regarding the
(Ashwani)
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TABLE OF CONTENT
Acknowledgement
Preface
Executive summary
2. Company profile
4. Research methodology
7. Finding
8. Suggestions
9. Conclusions
10. Bibliography
11. Annexure
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CHAPTER-1
INTRODUCTION
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INTRODUCTION
CONSUMER BEHAVIOR
Consumer behavior is the study of when, why, how, and where people do or do
consumer from groups such as family, friends, reference groups, and society in
general.
The aim of the project is to study the behavior of consumers or buying decision
FORTUNE OIL
Cooking oil is purified fat of plant origin, which is usually liquid at room
temperature (saturated oils such as coconut and palm are more solid at room
Some of the many different kinds of edible vegetable oils include: olive oil, palm
oil, soybean oil, canola oil, pumpkin seed oil, corn oil, sunflower oil, safflower oil,
peanut oil, grape seed oil, sesame oil, argan oil and rice bran oil. Many other
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All marketing starts with the consumer. So consumer is a very important person
customers. He must also know the time and the quantity of goods and services, a
consumer may purchase, so that he may store the goods or provide the services
according to the likings of the consumers. Gone are the days when the concept
of market was let the buyer’s beware or when the market was mainly the seller’s
manufacturers produce and the sellers sell whatever the consumer likes. In this
As consumers, we play a very vital role in the health of the economy local,
behavior affect the demand for the basic raw materials, for the transportation, for
the banking, for the production; they effect the employment of workers and
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Consumer preferences is used primarily to mean to select an option that has the
or more valued options available. The preference of the consumer is the result of
their behavior they show during searching, purchasing and disposing the
products.
circumstances, is inevitably partial and unequal. Now a day the role of marketing
has becoming an essential part for any product. Marketing plays the pivotal role
selection through concept screening matrix and concept scoring matrix, and
classified into two categories such as product selling and concept selling. The
marketing of any product might be reached only because of concept selling. The
role of the concept selling is to sell the concept to the customers after getting
discussions, interaction with extreme users, end users, lead users, written survey
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and helpful for concept generation too. It will help the marketers to market the
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Overview of Fortune oil
Fortune oil in the pulses, Fortune oil order, 1977 by ministry of food says Fortune
oil means any oil used directly or after processing for human consumption and
Indian vegetable oil economy is the 4th largest in the world after USA, china and
Brazil. Being the largest importer and 3rd largest consumer of Fortune oil, India
is a major player in the international Fortune oil markets. Each year India
consumes over 10 million tones of Fortune oil. However the per capita
consumption of Fortune oil is around 10.4 kg per year. This is considerably lower
than most developed countries. Palm oil & soyabean oil account for almost half
of the total Fortune oil consumption in India followed by mustard & groundnut oil.
• India - one of world’s leading producers of oil seeds (9.3 %) and oil
vegetable oil.
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Characteristics
• Oil sold in bulk (tin, HDPE containers) to institutions; in retail packs (PET
season).
Fortune oils cannot be sold loose’ but can be sold only in `packed’ form.
East zones.
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Importance of Fortune oils in the Country’s Economy
Oilseeds and Fortune oils are two of the most sensitive essential commodities.
India is one of the largest producers of oilseeds in the world and this sector
the estimated production of 28.21 million tones of nine cultivated oilseeds during
the year 2007-08. India contributes about 6-7% of the world oilseeds production.
Export of oil meals, oilseeds and minor oils has increased from 5.06 million
Tones in the financial year 2005-06 to 7.3 million tons in the financial year
2006-07. In terms of value, realization has gone up from Rs. 5514 crores to
Rs.7997 crores. India accounted for about 6.4% of world oil meal export.
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Types of Fortune oils commonly in use in India
India is fortunate in having a wide range of oilseeds crops grown in its different
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
There is a large variety of Fortune oil in India. Most of oil are used for cooking
and also for salad dressing, condiments etc. The major Fortune oil in India like:
Sunflowers
Rapeseed
Sesame Seed
Cotton Seed
Groundnut
Soya bean
Coconut.
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Literature Review
Brian Thomas (2002) has mentioned that brand awareness plays an important
different methodology to the consumers based on the decision support tool for
attributes of the products which are generally conflicting, ambiguous and non-
data such as mileage, comfort, maintenance cost, re sale value and cost seems
to be imprecise in nature. Here fuzzy logic has been used to solve the complex
the purchase regularity, satisfaction, origin and willingness to pay for selected
products which are imprecise in nature and vague to predict which is suitable
overburdening the respondents. This study provides empirical support for the
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predictive validity and managerial usefulness of PCPM in understanding
preferences for cars. The analysis was confined to households that purchased
new cars in 1986 and employed two-stage profit analysis. Results indicated that
Households were interested in more fuel efficient and heavier cars as well as
cars with lower depreciation rates and a lower frequency of repair are more likely
Gary A. Knight (1984) has compared the consumer preferences for goods made
abroad and made in the home country by both home country and foreign firms.
Indeed he has suggested that the country of manufacture and product quality
categories.
to identify the key issues in the perfect way by giving the due weightage to the
parameters.
VenkatoRao R (2007) has demonstrated the details of graph theory and the
The linguistic terms with their corresponding crisp scores were given. Instead of
assigning arbitrary values for various attributes, this fuzzy method reflects the
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exact linguistic descriptions in terms of crisp scores. Hence, it gave better
brand and local brand. It was designed to find out the buying behavior patterns. It
uses which were extrinsic and intrinsic. The results revealed that most important
factors that influence a consumer’s final decision are the price and quality of the
product.
when he compares the service‟s actual performance with the performance that
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he expects out of it. Consumers make their expectations from the service quality,
with consumer expectations. If any of these factors are wrongly interpreted then
“satisfying the needs and desires of the consumer”. Hunt (1982) reported that by
the 1970s, interest in customer satisfaction had increase to such an extent that
over 500 studies were published. This trend continued and by 1992, Peterson
and Wilson estimated the amount of academic and trade articles on customer
Several studies have shown that it costs about five times to gain a new customer
as it does to keep an existing customer (Naumann, 1995) and this results into
framework. Hill and Alexander (2000) wrote in their book that “companies now
customer planning to move closer to their customers”. Jones and Sasser (1995)
wrote that “achieving customer satisfaction is the main goal for most service firms
today”.
Parker and Mathew (2001) expressed that there are two basic definitional
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satisfaction as a process and the second approach defines satisfaction as an
was received and what was expected (Oliver, 1977, 1981; Olson and Dover,
1979; Tse and Wilton, 1988), emphasizing the perceptual, evaluative and
4).
Olshavsky and Miller (1972); and Olson and Dover (1979) developed the
assimilation theory, which means that perceived quality is directly increasing with
which means if the discrepancy is too large to be assimilated then the contrast
between expectations and quality is too large to be perceived and this difference
is exaggerated by consumers.
According to Parker and Mathews (2001), the most popular descendant of the
1981), which stated that the result of customers’ perceptions of the difference
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disconfirmation having the opposite effect. Yi (1990) expressed that customers
performance, once the bought product or service has been used, outcomes are
Westbrook and Reilly (1983) proposed the value-percept theory, which defines
which is the comparison of the product or service to one's values rather than an
desired.
Fisk and Young (1985); Swan and Oliver (1985) proposed the equity theory,
which stated that individuals compare their input and output ratios with those of
others and feel equitable treated. Equity judgement is based on two steps; first,
the customer compares the outcome to the input and secondly, performs a
Pizam and Ellis (1999) reported that there are two additional distinct theories of
customer satisfaction apart from the seven aforementioned ones and these
include:
1. Comparison-level
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2. Generalized negativity; and
response that may occur as the result of comparing expected and actual
Furthermore, Parker and Mathews (2001) expressed that attention has been
This acknowledges the input of comparative cognitive processes but goes further
by stating that these may be just one of the determinants of the affective “state”
2. Fulfillment –The theories of motivation state that people are driven by the
achieving the relevant goals (Vroom, 1964). However, satisfaction can be either
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3. State – Oliver (1989) expressed that there are four framework of satisfaction,
For this study, customer satisfaction definition used is that of Homburg and
of how far his own expectations about the individual characteristics or the overall
functionality of the services obtained from the provider have been fulfilled”.
The relevance of this definition to this study is that it indicates that customers
assess the mobile services based on experience of use and the rating is done in
care support.
digital technology, which was originally developed in Europe and in less than ten
years after the commercial launch, it developed into world’s leading and fastest
growing mobile standard (GSM Assoc., 2006). Lonergan et al. (2004) reported
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that at the beginning of 2004, there were over 1.3 billion mobile phone users
worldwide and by 2007, the demand for mobile services would have grown at an
average annual rate of 9.1%. The GSM Association estimates that the GSM
technology is used by more than one in five people of the world's population,
account for 73% of the world’s digital market and 72% of the world’s wireless
market (GSM Assoc., 2006). This growth principally results from the
2006). African countries are actively involved in the establishment of the mobile
Gerpott et al. (2001) wrote that since 1990s, the telecommunications sector has
Loebbecke (1999) wrote that this increasing economic importance and benefits
which means that a more satisfied customer is less prone to complain. Hence,
they concluded that customer satisfaction is the only single measure that better
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capture the range of services, prices and quality and moreso, this measure is an
important performance indicator useful for both regulators and mobile service
providers. In summary, these studies support the theory that highly satisfied
customers stay longer, buy more, less sensitive to price increases from their
Nigeria, a developing country, in 1992 introduced its first mobile phone services,
through the joint venture between NITEL and DSL of Canada to form Mobile
service providers; MTN Nigeria, Econet Wireless (now Vmobile), and the first
national carrier, NITEL (initially MTS, privatised to form Mtel). In 2002, the
operation. Since the launch of the GSM, the number of subscribers in Nigeria has
greatly increased. Ndukwe (2005, pp 37-38, 40) reported that between 1998 and
2000, the number of mobile lines was 35,000 but grew to over 11 million as of
March 2005, with a growth rate of more than a million lines annually since 2002.
This translated to an increase from the total density of 0.4 lines per 100
inhabitants in 1998 to 9.47 lines per 100 inhabitants currently. Additionally, this
increased the number of employed people directly (those working with the GSM
vendors, repair shops, suppliers of accessories, fixed and mobile call shops and
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street recharge card hawkers) (Hoff, 2006). The number of the employed people
include easy, affordable and quick access to phone by different categories of the
population, reduced frequency of travelling, etc (Adomi, 2003), and all these
Based on the annual growth rate of the subscribers, and increasing teledensity,
Nigeria is one of the fastest growing telecoms market in Africa (Hoff, 2006).
Additionally, the population count of over 130 million people and GDP per capita
massive growth potential for the mobile telecoms sector and the customer base
2009 (Hoff, 2006). This anticipated increase in the customer base will translate
into better social and economic development, resulting from more financial
probable that the mobile operators conduct satisfaction surveys and other
marketing research but contact with the mobile operators for any useful
information yielded no response 1. This limitation affected this study in that there
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number) focuses on the study of the impact and development of the
This lack of adequate research in the mobile telecoms sector may prevent it from
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CHAPTER-2
COMPANY PROFILE
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Company Profile
General Information
Name of Company
Address
Logo of company
Founded :1988
Key Person:
MD CEO
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Company History
A decade ago, a partnership between the Adani Group and the Wilmar Corporation
was born and it was one that was soon to change the face of the Fortune oil business
in the country.
Adani Wilmar Ltd.'s flagship brand Fortune has been repositioned with a new
mantra of 'Joy of Eating'. The objective of this exercise is to craft a unique value
proposition for the brand. Fortune, which has maintained its market leadership for last 7
years, hope to further strengthen its market share with this re-positioning.
AWL also has as part of its Fortune oil portfolio, Bullet brand mustard oils and a
Refined Palmolein Oil under the brand name of Raag Gold, a premium vanaspati brand
called Raag, special frying oil called Fryola and Speciality Fats range under brands like
Jubilee Masterchef, Aadhaar Bakewell, Alpha Cookwell & A-Kote.
With the rapidly changing market scenario and economy, AWL continues to grow
and transform into a significant player in the industry, evolving with the times. It is now
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one of India’s leading Fortune oil companies, and the future for all of its brands looks
very bright indeed.y
At AWL, we have a strong value system in place to ensure that our organization
remains a preferred employer to work for, and also a reputed one in the market.
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Awards and Achievements:
Master Brand Award in the Consumer Category for the year 12'-13'
Fortune has become one of the largest selling Fortune oil brands in India
Fortune brand has been voted as the winner of Reader's Digest Trust Brand
Award 06', 07', 08' & 09' under the gold category.
Mantralayam refinery was presented the Award for Second Highest Processor of
Sunflower Seed Oilcake for the year 05'-06' & 06'-07' by SEA
Fortune was awarded the Globeoil Award 2006 for the Fastest Growing Fortune oil
Brand
According to a survey conducted by Business World in 2005, AWL was one of the
top three Food Processing Companies in India
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Organizational Structure:
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Types of Products
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PRODUCTION
DEPARTMENT
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INTRODUCTION:
Vegetable oil and fat resources are indispensable to mankind as a source of nutrient
and Industria l raw materials. Crude vegetable oil obtained from various oil milling units
is further refined before use for edible purposes. Refined Fortune oil is a process where
free fattacids are volatized, condensed and recovered simultaneously with vacuum de-
colouring operation.
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MANUFACTURING PROCESS
All these processes are very well standardized and practiced in the country since
long. The
Average recovery is 90%
Physical Refining:-
For oils like palm oil there is no necessity to go for alkali refining. After pretreatment
of oil the oil is deodorized cum physically refined. The Free Fatty Acid (F.F.A.)
present in the oil is distilled off at high temperature and high vacuum. Troika offers
physical refining system also
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Refining Plant
The equipment involved are Neutralizer, Bleacher, Deodorizer, Heat Exchanger, High &
low vacuum equipment & Filters. Troika plant with batch process have been operating at
number of places, processing varity of vegetable oils
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Manufacturing Facilities
Mundar
Khadi
Bundi
Nagpur
Kakinada
Haldia
Neemuch
Sujalpur
Vidisha
Chennai
Tuticorin
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Product Details
1. King Oil:
King’s Refined Soyabean Oil is extracted from high quality soyabean seeds and
is refined at our state-of-the-art refinery. It passes through a series of stringent
quality checks that ensure that the natural nutrition of the oil is not lost.
King’s Refined Oil has been introduced in the market in the variant of
Refined Soyabean Oil. It is nationally available through the AWL Distribution
Channel.
The brand roots itself from the insight that the Husband is the most important
person in every Indian woman's life and she treats him as a KING in her own
way. She strives to give the best to him and her family and King's Refined Oil
gives her the extra edge to do it. King's ensures the health and well being of her
KING.
This affordably priced KING of Health and Taste offers nutrition and happiness,
thereby ensuring a happy and secure family.
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2. Avasar Vanaspati Oil
Avsar Vanaspati (also called 'Vegetable Ghee' in the Middle East and
African markets) is a white granular vanaspati (the hallmark of quality in any good
vanaspati). Prepared through the hydrogenation of superior quality refined oil and
fortified with Vitamin 'A', it is preferred for food that needs to be deep fried or sauteed
for a longer period. It is also preferred in the making of traditional sweets and snacks
3. Raag Oil
Raag Vanaspati (also called 'Vegetable Ghee' in the Middle East and African
markets) is a white granular vanaspati (the hallmark of quality in any good vanaspati).
Prepared through the hydrogenation of superior quality refined oil and fortified with
Vitamin 'A', it is preferred for food that needs to be deep fried or sauteed for a longer
period. It is also preferred in the making of traditional sweets and snack
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4. Fryola Oli
Fryola - The Ultimate Frying Oil possesses the finest properties of all frying
mediums. Being rich in PUFA, very low in saturates and free from trans-fatty acids,
Fryola is good for health. It is also very stable during frying and doesn't produce
degraded carcinogenic compounds during prolonged frying applications.
Apart from being healthy and stable, Fryola also provides several other benefits:
5. Aadhaar Oil
Aadhaar Refined Sunflower Oil is a light, healthy and nutritious oil that is easy to digest.
Rich in natural vitamins, it consists mainly of poly-unsaturated fatty acids (PUFA) and is
low in saturated fats. Aadhaar Refined Sunflower Oil goes through the highly specialized
process of winterization that removes almost all the wax content in the oil, making it the
lightest oil available today.
Aadhaar Filtered Groundnut Oil has the rich flavor of groundnut. In order to maintain the
natural aroma and purity of groundnuts, the extraction is done by traditional and organic
cold processing. It is ideal for deep-frying as it can be heated to high temperatur
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6. Jubilee Oil
AWL's Specialty Fats Business Division has been set up to service the food
industry in India and its neighborhood. With world class technology and equipped with
the best of plant & machinery backed up with elaborate Quality Assurance system and
Product Development & Application facilities, specialty fats division of AWL is fully
geared to meet the most stringent technical specifications of the food industry.
It has the required plasticity and stiffness characteristics which are customized as per
the specific need of bakery products. Some of the qualities of Jubliee Bakery Shortening
are high melting point which does not deteriorate hence providing stability to the
products. It is smooth and has no granules in it. It is an ideal product for institutional uses
in the bakeries and manufacturing of bakery products.
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7. A-Kote Oil
A-Kote is fully refined, bleached and deodorized hydrogenated palm kernel oil. Its
lauric rich fat is suitable for replacing cocoa butter confectionary coating. A-Kote is
odourless and bland in taste with good stability against oxidation. A-Kote series can be
added in the desirable proportion to achieve specific hardness. It is widely used in bakery
and confectionary applications.
General
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8. Pilaf Rice
Hailed as the "king of rice" and "queen of basmati", and cultivated in the
best basmati terrain of India, the Tarai region of North Western Himalayas,
Pilaf Gold Traditional Basmati Rice is the true celebration of traditional and
modern skill of agriculture. Given its unique aroma and wonderfully earthy
flavour, it is easily the most revered rice amongst thousands of other
varieties. Every grain is a true basmati - slender, long and smooth. When
cooked, it fluffs twice the original size and exudes an aroma that draws
everyone in.
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9. Alpha
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MARKETING DEPARTMENT
Introduction:
Marketing is typically seen as the creating promotion and delivering goods and
services to customer and business. Mainly the marketing of any company involves the
different entries, their goods, services, experience, properties, organization’s information
and ideas. The product concepts hold also that the consumer will also favor those
products that offer the most quality performance and innovative features.
Product Planning
In any organization the managers of the firm has to focus on
marketing the superior products an improving them over time. They have to assume that
buyers admire well made products and can appraise is the most important firm because if
require the quality improvement, performance of the company . The brand available at
nearer place.
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HR Department
INTRODUCTION:
In the generals’ term human resources means knowledge, skills, creative activity
and talent of an organization work force as well as the value attitudes and beliefs of an
individual involved. Earlier the employees of an organization are to be considered as a
valuable asset of the firm. In the firm the employees are working efficiently. They are
provided different kind of facilities like dress, bonus, canteen, transportation. If the
employee is from higher authority, hospital facilities, housing facilities, if there is an
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CHAPTER-3
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OBJECTIVES OFSTUDY
• To analyze the demographic profile of customer and its relationship with brand
preferences.
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CHAPTER-4
RESEARCH METHODOLOGY
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Research Methodology
The process used to collect information and data for the purpose
other research techniques, and could include both present and historical
research.
& brand preferences of Fortune oils, primary data is collected by using a detailed
study has been carried out in Lucknow city. The secondary data is collected from
published thesis, reputed journals, magazines and related websites. The data so
collected is scrutinized, tabulated, analyzed and finally used for the study
purpose.
a) Hypothesis
Fortune oils.
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b) Research design
research answers the questions who , what , where, when and how.
Although the data description is factual, accurate and systematic, the research
used to create a causal relationship, where one variable effects another. In other
words, descriptive research can be said to have a low requirement for internal
validity.
And for the survey of consumers and traders lucknow will be taken.
1) Primary sources-
. Through Questionnaire.
2) Secondary sources-
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. Factor analysis
. Bar graph
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CHAPTER-5
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LIMITATIONS
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CHAPTER-6
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DATA ANALYSIS AND INTERPRETATION
Nature Fresh
Saffola
Sundrop
Dalda
Interpretation:-
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What quantity pack customer mostly prefer?
a) 1 Litre 78
b) 2 Litre 32
c) 5 Litre ` 40
a) 1 litre
b) 2 litre
c) 5 litre `
Interpretation:-
According to 78 retailers customer prefer 1 l pack followed by 5 L
and L I.e.40 and 32.
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The reasons behind the adani brand you sale?
a) Profit margin 65
b) Demand 85
a) Profit margin
b) Demand
Interpretation:-
Demand by customer is major factor to keep the particular stock
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Are you aware about fortune product?
a) Yes 145
b) No 5
a) Yes
b) No
Interpretation:-
145 retailers are aware about fortune product; only 5 retailers are
there who is not aware about fortune product.
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Do you sale fortune product?
a) Yes 103
b) No 47
a) Yes
b) No
Interpretation:-
68% retailers said that they sale fortune product, and 32% retailers
said that they don’t sale the fortune product.
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Which company provides you more scheme?
Adani(fortune) 10
Nature fresh 42
Saflofa 34
Sundrop 18
Dalda 14
Mahakosh 13
Gemini 9
Hind 10
Adani(fortune)
Nature fresh
Saffola
Sundrop
Dalda
Mahakosh
Gemini
Hind
Interpretation:-
Most schemes are provided by nature fresh followed by Saflofa,
Sundrop and Dalda.
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TO KNOW THE ECONOMIC PROFILE OF THE PEOPLE BUYING
FORTUNE OIL.
TABLE – I
The above table shows that the age group of the buyers, 37% of them was
less than 30 years, 29% of them were between 30 – 40 years, 17% of them
were between age group of 40 – 50 and more than 50 years. The majorit y
of the respondents are belonged to the age group less than 30 (37%).
Age
Less
17% than
37% 30
17%
30 - 40
29%
TABLE – II
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4.1.2 GENDER OF BUYERS
From the above table referred to gender of the buyers, 60% of them
were, female and 40% are male. The majorit y of the respondents are
female (60%).
Gender
40 % (48)
Males
70 % (72)
Females
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TABLE – III
The above table showed the occupation, of the buyers, 29% of them
were government employees, 27% of them were in private sector, 23% of
them were in business and 21% were into other’s category which involves
professional and house wives. The majorit y of the respondents are
government employees (29%).
Occupation
35 32
40 28 25
30
20
10
0
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TABLE – IV
The table shows that the income of the buyers, 15% of the buyer’s
falls in between the income of less than 10,000 and same was the
percentage for income 10000 – 15000 that is 15%. 70% of buyers were in
category of more than 15000. The majorit y of the respondents fall in
between More than 15000.
Monthly Income
100 84
80
60
40 18
18
20
0
Less than
10000 -
10000 More than
15000
15000
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TABLE – V
The table shows that the educational level of the buyers, 7% that is least
number of buyers fall in category of high school, 36% of the buyer’s falls
in Undergraduate category. 48% in post graduate category and remaining
9% is for the others cate gory.
Educational Level
58
43
60
40 8 11
20
0
High Under Post others
School Graduate Graduate
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TABLE – VI
OPTIONS
Adult Male 266
Female 220
Children Male 101
Female 93
Total Number of working people 233
This table shows the number of males and females in adult and
children category of their families.
Family members
300 266
220 233
250
200
150
101 93
100
50 Male
0 Female
Adults
Children
Number of
Working
persons
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4.2 TO KNOW THE CONSUMPTION PATTERN OF BUYERS
TABLE – I
This table shows the buyers preferences for the different brands of
Fortune oil . Maximum buyers go for Fortune (25%). Saffola (21%)
follows it with little difference. Nature fresh (12.5%), Sundrop
(12.5%) and Sweekar (12%) have almost same number of buyers. The
next which follows them is Dhara with 8.25%. Onl y .75% go for the
other brands other than the specified brands. So any brand d oes not
have maximum share, it is mix kind of market.
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Brands
30
30 25
25
20 15 15 15
15 11 9
10
5
0
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TABLE – II
80 65
60
40 24 20
20 6 5
0
Refined Mustard Soyabean Coconut Others
Oil Oil Oil Oil
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TABLE – III
0 10 20 30 40
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TABLE – IV
60 49
40 34
17 15
20
5
0
Reasonable Safe/Healthy Advertisement Packaging Preffered
Price flavor
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TABLE – V
4.2.5 TO KNOW THAT HOW OFTEN THE BUYERS USE THE OIL IN
A DAY
This table shows that 58% of the consumers use the oil twice a day.
Onl y 12% uses once a day and 18% uses the oil thrice a day. The
people using the oil more than thrice are also 12%.
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TABLE – VI
This table shows that mostl y (47%) consumers purchase monthl y. 23%
consumers purchase weekl y and 22.5% purchase whenever they need.
Onl y 7.5% consumers purchase it daily.
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TABLE – VII
This table shows maximum number of buyers that is 40% prefer 1 litre of
pack size. 34% buys 5 litre pack size. 16% prefers 10 litre pack and others
available packs. This shows that maximum preference of consumers is for
Pack Size
48
50 41
40
30
16 16
20
10
0
1 Litre 5 Litre 10 Litre others
1 litre pack.
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TABLE – VIII
This table shows to 52.5% people spend 500 to 1000 Rs. Per month. 23%
people spend less than 500. 1000 to 1500 is spent by onl y 13.5% people
and remaining 11% spend more than that. This shows that maximum
people spent 500 to 1000 Rs
Spending Pattern
80 63
60
40 28
16 13
20
0
Less than 500 - 1000 1000 - More than
500 1500 1500
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TABLE – IX
This table shows that mostl y (51%) adult members of the famil y
take the oil buying decision. But in other families the eldest
person takes the decision. Onl y 3% is the case where the
decision is influenced by children and 4% other peoples a re
privileged enough to take that decision.
70 61
60 54
50
40
30
20 8
10 4
0
Eldest Adults Children Others
Person
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Findings
Fortune is most saleable product by the retailer followed by nature fresh and
suffola.
Major Competitor according to retailers are Nature Fresh followed by saffola and
sundrop.
and 32
145 retailers are aware about Fortune product, only 5 retailers are there who is
68% retailers said that they sale Fortune product, and 32% retailers said that
Fortune oil is most common item used in our daily lives. People do not give much
importance to it, but taking decisions regarding the purchase of different types of
oil and choosing the best brands from the multiple available brands in the market
So from this report we were trying to find out that how people take various
decisions regarding the purchase of oils and we also tried to understand their
consumption pattern.
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• Fortune was the most preferred brand among the respondents.
• Mostly the consumers were spending 500 – 1000 Rs. Per month on
Fortune oil.
behavior.
In order to find out the dependency between the various variables and how some
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CHAPTER-7
RECOMMENDATIONS
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RECOMMENDATIONS
• Fortune Fortune oil has been successful in introducing the Fortune oil to
the people of India. Today in present scenario fortune Fortune oil is the most
market. If this present use of fortune Fortune oil continues than in next five years
• Logistics and supply chain: fortune Fortune oil is transporting the oil in
whole of India through its supply chain which is delivering the Fortune oil parts of
India.
• The price of fortune Fortune oil is friendly with the consumer needs.
• Consumer taste and preference: the consumer prefer this fortune Fortune
oil because of its relishing taste, the consumer are able to get best taste out of
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CHAPTER-8
CONCLUSIONS
Page 84
Conclusions
Fortune oil is most common item used in our daily lives. People do not give much
importance to it, but taking decisions regarding the purchase of different types of
oil and choosing the best brands from the multiple available brands in the market
So from this report we were trying to find out that how people take various
decisions regarding the purchase of oils and we also tried to understand their
consumption pattern.
• Brand is dependent of the sources from where consumers know about the
brand
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CHAPTER-9
APPENDIX
Page 86
CONSUMER QUESSTIONAIRE
Name:
Occupation_________________________
1. Your age?
A. 20-30
B. 31-40
C. 41-50
D. 51-60
E. Above 60
2. Your sexuality?
A. Male
B. Female
A. Yes
A. Arawana
B. Fortune
C. Luhua
D. Others
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5. Why do you use this brand of Fortune oil?
A. Price
B. Quality
C. Brand
D. material
E. others
6. When you are purchasing Fortune oil, what factors do you pay more
attention to?
A. Brand awareness
B.Taste
C.The function
D. The package
E. Others
A. blend oil
B. Peanut oil
C. Rapeseed oil
D. Salad oil
E. Florence oil
F. Sunflower oil
G. Soybean oil
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H. Maize oil
A. Advertisements
B. Introduced by friends
D. Internet
A. Shopping mall
B. Supermarket
C. Store
D. Market
E. Others
A. 1L
B. 5L
C. 15L
D. Others
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11.The price of health Fortune oil is higher than the ordinary oil, would you
consider buying it?
A..Yes
B. No
12.Do promotional activities has any effects on your Fortune oil purchasing? *
A..Yes
B. No
C. No matter
A. Half a year
B. One year
C. Two-three years
D. Never
14.If you replace the Fortune oil brand, would you consider to purchase
Arawana?
A. Yes
B. No
C. I don’t know
15.If the Fortune oil brand you use has quality problems, what would you do?
A. No effects
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B. No longer use this brand
A. Arawana
B. Fortune
C. Luhua
D. Dolly
E. others.
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CHAPTER-10
BIBLIOGRAPHY
Page 92
BIBLIOGRAPHY
WEBSITES
http://fcamin.nic.in/dfp d/EventDetails.asp?EventId=561&
Section=Edible+Oil&ParentID=0&Parent=1&check=0
http://www.indiamarkets.com/imo/news/news_body.asp?d
isplay_content_link=0&search_link=0&subcatid=80&catid
=17#187
http://en.wikipedia.org/wiki/Cooking_oil
http://www.google.co.in/search?q=article+on+reserachpaper+
on+buying+behaviour+of +consumer+of +edible+oil
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