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To understand the media usage habits of
edible oil consumers.
To understand which programs &
channels on TV, which newspaper &
which radio station is most preferred by
the consumers.
 |
 
 
ISSUE: To understand Media Usage Habit of
edible oil consumers
RESEARCH TYPE: Descriptive Research
DATA SOURCE: Primary Data Source
RESEARCH INSTRUMENT: Questionnaire
SURVEY APPROACH: Random Sampling
TARGET: 125 Housewives, who are the
decision maker of edible oil, coming under
age group of 18 to 55 years have been
surveyed
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Total Consumption of Edible oil
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Refined Oil is consumed more than Non Refined Oil Sample Size=125
 Consumption of One Type of oil
over Two Types of oil
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Consumers prefer to use one type of oil instead of using two types of oil.
Sample Size=125
 Èifurcation in Consumption of
Edible oil
R



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M

















  
   



 



Users of only refined oil are more than non-refined Sample Size=125
 Types of Oil Consumed
R
 
 


 
 

 

 
 

 
  
  

 

  
  

  

Groundnut oil is consumed the most in Ahmedabad. Sunflower is 2nd

Sample Size=125
 Non-Ref. Groundnut oil Èrand
Penetration
R
 


  







 

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Gulab is consumed the most followed by Ankur

Sunflower oil Èrand Penetration
R

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Sundrop is consumed the most in sunflower oil.

 Cottonseed oil Èrand
Penetration
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$ %  

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Tirupati is consumed the most in sunflower oil.



  
 Media Usage in % along with its
frequency























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 !" #$ $ $

Daily usage of TV & Newspaper is more as compared to Radio

Sample Size=125
 TV
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TV is mostly watched for around 1 hour

 Radio
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#$ %  #$ % #$ % !

Radio is listened mostly for a duration of 30min to 1 hour

 Newspaper
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 #      %  #&! &!

 Magazine
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 Internet
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!     
 Programs viewed on TV
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Serials are viewed the most by respondents

||||R
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 Types of programs viewed on TV

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 %(
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Drama serials are viewed the most Sample Size=125

 TV viewed at different times
!  

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] to 11 pm is the peak time of watching TV

 Top 5 Programs
4
 
60% 53%
50%
40%
30%
20% 15%
11%
10% 8% 6%
0%
Balika Vadhu Tarak Mehta Jai Shri Krishna Utran Kasam Se

Èalika Vadhu is the viewed more than any other programs Sample size=120
Above mentioned serials hold the respective % share in the all the TV viewers Sample size=120
||
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 Type of News Read in Newspaper
_
   

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        !  "# $#
   

Newspaper reading pattern shows that local news & national news are read more as compared to other articles
MOST PREFERRED ARTICLES
 Language of newspaper

Gujarati newspaper is read the most

 Types of Newspapers Read

Times of India is read more than other newspapers

Newspaper Reading Pattern

Times of India reading pattern is more as compared to other newspaper

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 Activities Done While Listening to
Radio

Mostly housework is done while listening to radio

 Time of Listening to Radio

Radio is usually listened in the time of noon

 Radio Stations listened to

Radio city is more listened than other radio stations

Which Medium is Used the Most

The combination of TV & newspaper is used the most

|R ! 
 Education of Respondents

Most of the respondents are graduate

Occupation of Respondents

Most of the respondents are housewives

 Age of Respondents

Most of the respondents are between the age group of 41 to 45 yrs

 MHI of Respondents

Most of the respondents are having 15001 to 25000 MHI, followed by 25001 to 50000
 Occupation of HOF of
Respondents

Most of the respondents¶ HOF are Èusinessperson

Education of HOF of Respondents

Most of the respondents¶ HOF are graduate

 Regions of Respondents

Most of the respondents are Gujarat

 Edible oil usage according to
education

Post Graduates & Graduates use Refined oil more than non refined with a high difference margin
 Èrand wise Refined Edible oil
usage according to education

Post Graduates & Graduates use Refined oil more than non refined with a high difference margin
 Èrand wise Non-Refined Edible oil
usage according to education

Post Graduates & Graduates use Refined oil more than non refined with a high difference margin
Edible oil usage according to MHI
Èrand wise Refined Edible oil
usage according to MHI
 Èrand wise Non-Refined Edible oil
usage according MHI

Other brands of non-ref oil are used by people having MHI of 5001-10000.
Edible oil usage according to
Occupation of HOF
 Edible oil usage according to
Region of respondents

Refined oil is used by respondents of different regions.

Usage of non-refined oil is more by respondents from Gujarat than any other region
 Edible oil usage according to
Education of HOF

Above data shows that mostly refined oil is consumed but non-refined oil usage changes with the education
 Family Size Èreak Up

Maximum respondents are having a family size of 4