Anand Final Diss

Consumer buying behavior towards Ambuja Gold Soya Oil of Gujarat Ambuja Exports Ltd., Akola, Maharashtra.
1.1 INTRODUCTION TO THE TOPIC India is a big country with 28 states, over one billion people. India is a country of diversity. It has diversity in each and every field. There are number of caste and religion which all are different from each other, but there is only one thing which unites all of them together i.e. their madness about food. All Indians are crazy about food. From Kashmir to Kanya Kumari and Gujarat to Aasam thousands of delicious and mouth watering food dishes are cooked. All the above will be wasteful and tasteless without Indian spices and good edible oil. Indians cant imagine food without oil. From the market perspective, people of India comprise different segments of consumers, based on class, status, and income. An important and recent development in Indias consumerism is the emergence of the rural market for several basic consumer goods. Three-fourths of Indias population lives in rural areas, and contribute one-third of the national income. This rural population is spread all over India, in close to 0.6 million villages. In different regions of India different type of edible oil are used for consumption as per the availability. Some of them are as follows: 1) Groundnut oil 2) Coconut oil 3) Soya bean oil 4) Mustard oil 5) Sunflower oil 6) Cotton seed oil 7) Olive oil 8) Palm Oil During my MBA programme I have done my summer internship at Gujarat Ambuja Exports Ltd. (GAEL), Akola Maharashtra. It is Asias 3rd largest Soya Solvent Extraction plant situated in Vidarbha region. This dissertation work is focused on south-west region of India, especially on Vidarbha region in Maharashtra. Vidarbha is totally dependent on agriculture and
Department of Business Administration & Research, SSGMCE, Shegaon Page 1
agricultural products. Vidarbha is known for cotton and soya bean crops. Cotton and Soya bean have a larger contribution in total crop of Vidarbha Region. Due to this number of oil mills and refineries are situated in this region, which provides good business opportunity to the people in this region. Vidarbha is considered as a backward area in comparison with other areas like Khandesh, Marathwada etc. As people in Vidarbha totally depends upon agriculture. So, GAEL gets raw material (i.e. Soya bean seed) easily and at cheaper cost. As I already mentioned above soya bean is one of the main crops taken in Vidarbha. GAEL shares the market with Parampara Soya Oil, Ruchi Soya, Bhaskar Soya, Fortune Raag, Soya Gold, etc. in soya bean oil category and in general Dhara Groundnut Oil, Suffola etc. and also large number of local non-branded edible oil mills and refineries. GAEL has become one of the big players in this market in very short span of time. GAEL has a big market in this region. One of their products is soya oil which is sold in both loose and packaged form. GAEL sales more loose oil than packaged oil as per the demand in the market. But their aim is to increase the sale of packaged oil because it has more margin of profit as well as it can help in increasing market share of the company. The research is basically based on the consumer buying behavior. Here I have tried to know nature of the market (i.e. end consumers) towards GAELs packaged edible oil (i.e. Ambuja Gold Soya Oil), other packaged oil and loose oil. In this research I have focused on the consumer buying behavior while purchasing branded or non branded edible oil. My research is helpful to the company to know the buying behavior of the end consumers which may eventually help in increasing sale of Ambuja Gold Soya Oil. And will also help GAEL to compete in the market and to become the Market Leader. So I have taken this topic for my research work and the area under consideration is Buldhana district.
Department of Business Administration & Research, SSGMCE, Shegaon
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1.2 ABOUT CONSUMER BEHAVIOR Definition The term consumer behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." These definitions bring up some useful points:
Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).
Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.
Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy. Consumer behavior focuses on how individuals make decisions to spend their
available resources (time, money, effort) on consumption-related items. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase, the impact of such evaluations on future purchases, and how they dispose of it.
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The term consumer behavior describes two different kinds of consuming entities: the personal consumer and the organizational consumer, the personal consumer buys goods and services for his or her own use, for the use of household, or as a gift for a friend. In each of these contexts, the products are bought for final use by individuals who are referred to as end users or ultimate consumers. The second category of consumer includes organizational consumerincludes profit and non-profit businesses, government agencies (local, state, and national), and institutions (e.g., schools, hospitals, and prisons), all of which must buy products, equipments, and services in order to run their organizations. Here we are going to understand the behavior of individual consumer. Consumer behavior has changed dramatically in the past decade. Today, consumers can order online many customized products ranging from sneakers to computers. Many have replaced their daily newspapers with customized, online editions of these media and are increasingly receiving information from online sources. Students choosing a university no longer rely on information from mailed catalogs; instead, they have online access to all the pertinent information about the university's courses and professors. TV viewers can now avoid advertising commercials by using the "skip" features of their digital video recorders and order ondemand previously shown TV programs as well as movies. All of these new ways of selling products and services became available to consumers during the past fifteen years and are the result of digital technologies. And they also have another thing in common: They exist today because they reflect an understanding of consumer needs and consumer behavior. The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing decisions;
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Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and There are several units in the market that can be analyzed. Our main thrust in
this course is the consumer. However, we will also need to analyze our own firms strengths and weaknesses and those of competing firms. Suppose, for example, that we make a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward our market. To assess a competing firms potential threat, we need to examine its assets (e.g., technology, patents, market knowledge, and awareness of its brands) against pressures it faces from the market
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1.3
ABOUT THE COMPANY Gujarat Ambuja Exports Limited (GAEL) is principally involved in agro-
processing & trading and has focused on exports, competing in the global market. With a humble beginning in 1983 and with just a textile processing unit, the company has grown with the addition of numerous state-of-the-art- plants in the agroprocessing sector, After establishing its first edible oil refinery in 1986, the company set up its wheat flour mill and cattle feed mill in 1987.The year 1993-1994 was a crucial period for the company, with major projects being taken up like the most modern cotton yarn spinning project and the maize-based starch project. Simultaneously the company also set up huge capacities in the Solvent Extraction industry backed by vertically integrated projects of edible oil refinery and vanaspati ghee. The Company with its focus on international trade has setup a wholly-owned subsidiary at Singapore and has recently promoted a vanaspati and oil refinery project in Sri Lanka. To be able to compete globally with giants, the company has put in place a strong infrastructure that constitute technologically advanced plants with captive power generation at each plant, most modern quality control and improvement setup and human resource ,Which is experienced, qualified and truly dedicated. In its 13th year of operation, GAEL is poised to scale newer heights and is fully geared to achieve the magical Rs.1200 crores operational turnover
1.3.1
THE VISION We foresee Gujarat Ambuja Exports Limited to be a leading Indian Company
providing good quality products and world class services at affordable prices. We therefore focus our efforts on offering our customers the best value for their money. 1.3.2 THE MISSION Our core competence is in exports & international business. We are committed to be largest exporter of quality agro products. We are aware of India's locational & resource advantages & would endeavor to turn them into opportunities to fuel the group's growth.
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1.4
THE ACHIEVEMENTS 100% export oriented units. ISO 9001:9002 & CERT ID Non-GMO Standard certification to soya processing plants at Kadi in Gujarat & Akola in Maharastra. All the plants are set up recently with latest technology & state-of-the-art equipments and are fully integrated with complete infrastructure. Sourcing requirement of all important inputs like Cotton, Maize Grain by importing from various countries like USA, China, Australia, Middle East & European countries. Soya processing plants having Third target crushing capacity in India. Net worth of more than Rs. 192 crores fully backed by fixed assets. Zero Debt Company.
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1.5 THE PRODUCTS
INTRODUCTION PRODUCTS De-Oiled Meals Soya Lecithin Refined Oils Malto Dextrin Dextrin Monohydrate Dextrin Wheat Flour Vanaspati Ghee Bakery Shortenings Liquid Glucose Maize Starch Cattle Feed Sorbitol Rapeseed Lecithin Safflower Meal Sesame Meal Soybean Hulls Palm Products Castor Products Kadi Akola Indore Sitarganj Mandsaur (BioChemical Div.) HimatNagar (BioChemical Div.)
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1.5.1 Some facts related to Refined Soya Oil of GAEL Ambuja refined soya bean oil is micro refined, using sophisticated imported centrifugal separators with multinational technology. Ambuja refined soya bean oil is a clear, transparent and water like color having bland taste and odour. Ambuja refined soya bean oil is 85% saturated fat free material, which prevents from heart problems. Ambuja refined soya bean oil contains more than 60% PUFA (Poly Unsaturated Fatty Acids), which are useful for health, to maintain the level of cholesterol (LDC). Ambuja refined soya bean oil is unique in containing wide variety of sterols and triterpenes, which are in natural form. Ambuja refined soya bean oil is an excellent cooking oil as well as salad oil, since it is free from cholesterol, low in saturated fat and rich in natural tocopherol (Vitamin-E). Ambuja refined soya bean oil can be used for making food products. Alfa tocopherol content in Ambuja refined soya bean oil is active in improving immune functions, controlling ageing, cardiovascular diseases and also finds use in cancer treatment. Being semidrying oil, Ambuja refined soya bean oil is used in the suface coating industries such as paints, vanishes, printing ink and related products. Ambuja refined soya bean oil can also be used for making alkyd resins, core oils & blown oil, which are used in metal foundries for making moulds and patterns. Ambuja refined soya bean oil can be used for making plasticizers and epoxydised oils to maintain the plasticity of PVC, and as a stabilizer for increasing the stability of PVC and pesticides.
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2.1
INTRODUCTION TO RESEARCH METHODOLOGY
Research is commonly referred to search for knowledge. It is also defines Research as a scientific and systematic search for the pertinent on specific topic. It is also an art of scientific investigation. Definitions:The word research is derived from the Latin word meaning to know. It is a systematic and a replicable process which identifies and defines problems, within specified boundaries. It employs well designed method to collect the data and analyses the results. It disseminates the findings to contribute to generalize able knowledge.
Research methods are the particular strategies researchers use to collect the evidence necessary for building and testing theories
Research methodology has many dimensions and research methods are integral part of it. Research methodology has a wider scope that that the research methods. Research methodology is systematic way for solving research problem. It is a science of study how research is done scientifically. It is essential for any research to know not only research techniques but also research methodology. In research methodology we study the various steps that are generally adopted by researcher in studying his research problem along with logic behind them so that research result are capable of being evaluated either by the researcher himself or by any other person.
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2.2 RESEARCH TOPIC CONSUMER BUYING BEHAVIOR TOWARDS Ambuja Gold Soya Oil OF GUJARAT AMBUJA EXPORTS LTD. AKOLA (MH) IN BULDHANA DISTRICT
2.2.1 SELECTION OF RESEARCH TOPIC The research is basically based on the consumer buying behavior. Here I have tried to know nature of the market (i.e end consumers) towards GAELs packaged edible oil (i.e. Ambuja Gold Soya Oil), other packaged oil and loose oil. In this research I have focused on the consumer buying behavior while purchasing branded or non branded edible oil. 2.2.2 OBJECTIVES 1. To study the market opportunities for the growth of Branded Edible Oil. 2. To study the factors influencing consumers to buy Branded or Non-Branded Edible oil. 3. To study the Consumers satisfaction from Ambuja Gold Soya Oil. 4. To study the impact of 4 Ps of marketing on consumer behavior. 2.2.3 HYPOTHESIS 1. There are good opportunities for the growth of Ambuja Gold Soya Oil in the Market. 2. Consumers are giving positive response towards the Branded Edible Oil of GAEL by showing brand loyalty towards the Ambuja Gold Soya Oil. 3. Price is a key factor in influencing consumers buying behavior.
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2.3 TYPE OF RESEARCH The above research is an Exploratory Research because: Exploratory research is used when one is seeking insights into the general nature of a problem, the possible decision alternatives, and relevant variables that need to be considered. The objective of exploratory research is the development of hypothesis rather than testing. Exploratory research uses a less formal approach. It pursues several possibilities simultaneously, i.e. the objective is not clear. Exploratory research is designed to provide the background. A part of exploratory research is the investigation of relationships among variables without knowing why they are studied. Exploratory research is also useful for establishing priorities among research questions. We can learn about the practical problems of carrying out the research. The literature survey, the experience survey and the analysis of insight stimulating examples are some of the main approaches in exploratory research.
2.4 LIMITATIONS OF THE STUDY 1. Complete research is based on primary data. 2. The accuracy of data cant be assured due to respondents nature of maintaining secrecy. 3. The survey was conducted only in taluka places of both districts, so the data of rural market is not covered. 4. Respondents knowledge about the topic is not sufficient. 5. Resources & circumstances limits the utility of research to certain extend.
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2.5 AREA UNDER STUDY 2.5.1 BULDHANA
Buldhana is one of the 35 districts of Maharashtra located in the central portion of the state. The district shares common boundaries with the districts of Akola, Jalgaon, Jalna, and Parbhani to the east, west & south respectively. Nemad district of the M.P. is situated to the north. Buldhana town is the administrative head quarter of the district connected to all major towns/cities of Maharashtra.
The district offers some of the worth visiting places of Maharashtra viz. Lonar Crater, Shri Sant Gajanan Maharaj (Shegaon), Sindkhed Raja-Birth Place of Jijamata, Anand Sagar (Shegaon) and Worlds Biggest Hanuman Murti (at Nandura).
Covering an area of around 9,680 km. According to 2001 India census, Buldhana district has a population of around 22, 32,480 The nearest airport for the district is Aurangabad which is about 150 kms from the town. The state capital of Mumbai is 450 km to the west and is connected to Buldhana by road.
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2.6 DATA COLLECTION To do the following research mainly primary data is required, because it is a market research which is a type of survey to collect the information & analyse it to draw conclusion. Here some secondary data is also required, to understand about the company & its market. 2.6.1 PRIMARY DATA To satisfy the objectives of the above research, I have collected primary data with the help of questionnaire from the End Consumers. The most appropriate way to know the buying behavior of End consumer who will show the true picture of the current Market. 2.6.2 SAMPLING I have applied cluster sampling method in which I have made 5 clusters of five different cities and from each cluster 25 samples (i.e. total sample size is 125) with the help of simple random sampling. The clusters are named as 1. Buldhana 2. Khamgaon 3. Malkapur 4. Nandura 5. Shegaon 2.6.3 SECONDARY DATA I have collected secondary data from Annual Report of GAEL, GAELs official website and some other websites, some data has also collected from reference books etc. The secondary data consists of following 1. About GAEL 2. About GAELs Products 3. About Product Features and Specification 4. About Market 5. And some theoretical concepts related to research etc.
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3.1 DATA COLLECTED 3.1.1 BRIEF ANALYSIS OF DATA COLLECTED FROM END-CONSUMERS Question No.6: Income wise classification of consumers No. of Respondents Below 5000 22 5000 to 10000 37 10000 to 15000 34 More than 15000 22 Table 3.1.1 - Income wise Classification of consumers Income Group
More than 15000 19.13%
Below 5000 19.13%
10000 to 15000 29.57%
5000 to 10000 32.17%
Pie Chart 3.1.1: - Depicting Income wise Classification of consumers From the above graph we can see that the maximum numbers of respondents are from middle class and upper middle class. So the research is restricted to the specific class of the consumer.
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Question No.7: How often do you go for purchasing? No. of Respondents 53 18 29 25 Table 3.1.2: - Frequency of the purchases made by consumers
Once in a week Two times a week On a week end any other
Frequency
any other 20.00%
Once in a week 42.40%
On a week end 23.20%
Two times a week 14.40%
Pie Chart 3.1.2: - Depicting Frequency of the purchases made by consumers
The above graph shows the frequency of the purchasing of the consumer is more once in a week and on a weekend.
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Question No.8: What type of edible oil do you prefer for daily consumption? Type of Oil No. of Respondents Branded 51 Non-Branded 67 Both 7 Table 3.1.3: -Preferences of the type of oil made by consumers
Both 5.60%
Branded 40.80%
Non-Branded 53.60%
Pie Chart 3.1.3: - Depicting Preferences to the type of oil made by consumers
Above graph indicates that non-branded edible oil is used more. We can take category BOTH in non-branded because they are not brand oriented respondents. Whereas branded edible oil is used less.
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Question No.10: Are you loyal to your brand?

This question has been responded by only those respondents who are using branded edible oil.
Response No. of Respondents Yes 19 No 32 Table 3.1.4: - Responses of the consumers towards brand loyalty
Yes 37.25%
No 62.75%
Pie Chart 3.1.4: - Depicting Responses of the consumers towards brand loyalty Above statement has got negative response. Very few consumers are loyal to their brand (i.e. 37% approx.).
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Question No.11: Factors consumers consider while choosing edible oil

Sr. No. Extremely FACTORS Important 24 29 0 Somewhat Important Cant Say 24 Somewhat Unimportant Most Unimportant 48
Brand Name
Taste
106
19
Smell Health benefits Availability Value for money Reliability
43
82
49
38
17
21
29
32
17
27
20
111
14
25
54
33
8 Durability 9
14
26
21
33
31
Assured Quantity Colour
125
10
23
16
23
44
19
Table 3.1.5: - Factors Considered by Consumers While Purchasing Edible Oil
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Graph No. 3.1.5: Depicting Factors Considered by Consumers While Purchasing Edible Oil
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Consumer buying behavior towards Ambuja Gold Soya Oil of Gujarat Ambuja Exports Ltd., Akola, Maharashtra. Cant Say 0 24
Sr. No. 1
FACTORS
Extremely Somewhat Important Important 24 29
Somewhat Unimportant 48
Most Unimportant
Brand Name
Table 3.1.6: - Consumers view towards Brand Name.
Extremely Important 19.20%
Most Unimportant 38.40%
Somewhat Important 23.20%
Somewhat unimportant 19.20%
Can't Say 0.00%
Pie Chart 3.1.6: - Depicting Consumers view towards Brand Name. Out of 125 respondents 19% approx. respondents give much importance to the brand name. 23% approx. respondents give somewhat importance means they use not a particular brand but any brand. Remaining 58% approx. respondents has no importance of brand name for purchasing edible oil. So it is not an important factor for these people while purchasing edible oil.
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Sr. No. 2
FACTORS
Most Unimportant
Taste
Table 3.1.7: - Consumers view towards Taste.

Can't Say 0.00% Somewhat unimportant 0.00%
Pie Chart 3.1.7: - Depicting Consumers view towards Taste.
Out of 125 respondents 85% approx. respondents consider taste as the most important factor and remaining 15 approx. also gives positive response for Taste factor. So it shows taste is a very important factor which a consumer takes into consideration while purchasing edible oil.
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Sr. No. 3
FACTORS
Most Unimportant
Smell
Table 3.1.8: - Consumers view towards Smell.
Can't Say Somewhat Most Unimportant 0.00% unimportant 0.00% 0.00%
Pie Chart 3.1.8: - Depicting Consumers view towards Smell.
Out of 125 respondents all have given positive response for smell. It means smell is considered as an important factor while purchasing edible oil.
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Sr. No. 4
FACTORS Health benefits
Most Unimportant
Table 3.1.9: - Consumers view towards Health Benefits.
Most Unimportant 16.80% Extremely Important 39.20% Somewhat unimportant 13.60%
Can't Say 0.00%
Pie Chart 3.1.9: - Depicting Consumers view towards Health Benefits.
Out of 125 respondents, 70% respondents approx. have given positive response for Health Benefits. Remaining 30% approx. dont give much importance to health benefits. It means health benefits is also an important factor taken into consideration while purchasing.
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Sr. No. 5
FACTORS
Most Unimportant
Availability
Table 3.1.10: - Consumers view towards Availability.
Somewhat Important 25.60% Can't Say 13.60%
Pie Chart 3.1.10: - Depicting Consumers view towards Availability.
Availability has got much diversified response around 50% has given positive response, 14% approx. are fencing sitters, remaining 38% dont give it much importance. So availability is a not so important but somewhat important factor taken into consideration while purchasing edible oil.
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Sr. No. 6
FACTORS Value for money
Most Unimportant
Table 3.1.11: - Consumers view towards Value for money.

Can't Say Somewhat Most Unimportant 0.00% unimportant 0.00% 0.00% Somewhat Important 11.20%
Pie Chart 3.1.11: - Depicting Consumers view towards Value for money.
Value for money which indicates worth of edible oil against prices has got very positive response i.e. 89% approx. It means prices worth is one of the most important factor which is considered while purchasing edible oil.
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Sr. No. 7
FACTORS
Most Unimportant
Reliability
Table 3.1.12: - Consumers view towards Reliability
Can't Say 4.00%
Pie Chart 3.1.12: - Depicting Consumers view towards Reliability
From the above graph 63% approx. respondents want reliable edible oil whereas 4% are little bit confused, remaining 33% approx. dont think it as a factor to be taken into consideration. Overall reliability is an important factor can be judged on the basis of above graph.
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Sr. No. 8
FACTORS
Most Unimportant
Durability
Table 3.1.13: - Consumers view towards Durability
Most Unimportant 24.80% Somewhat Important 20.80%
Can't Say 16.80%
Pie Chart 3.1.13: - Depicting Consumers view towards Durability
Above graph shows 31% approx. (11.20%+20.80%) positive response which means purchasing decision is taken up to some extent on the basis of durability of edible oil. Remaining 51% approx. have different thinking they dont consider durability as a factor for purchasing decision.
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Sr. No. 9
FACTORS Assured Quantity
Most Unimportant
Table 3.1.14: - Consumers view towards Assured Quantity

Somewhat unimportant 0.00% Somewhat Important 0.00% Can't Say 0.00% Most Unimportant 0.00%
Pie Chart 3.1.14: - Depicting Consumers view towards Assured Quantity
All the respondents have shown positive response for assured quantity. It is also one of the most important factors taken into consideration while purchasing edible oil.
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Sr. No. 10
FACTORS
Most Unimportant
Colour
Table 3.1.15: - Consumers view towards Colour
Somewhat unimportant 35.20% Can't Say 18.40%
Pie Chart 3.1.15: - Depicting Consumers view towards Colour
From the above graph we can see that colour is not so important factor for more than 51% approx. only 30% approx. of total respondents look colour as an important factor. 19% approx. are fencing sitters.
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Question No.12: Which difficulties do you face while choosing a particular brand for
edible oil?
No. of Respondents 27 69 21 8 Table 3.1.16: - Responses for the difficulties faced while choosing edible oil
Quality High Price Lack of Knowledge Any Other
Factors
Any Other 6.40% Quality 21.60%
Lack of Knowledge 16.80%
High Price 55.20%
Pie Chart 3.1.16: - Depicting Responses for the difficulties faced while choosing edible oil From the above chart I found 55% respondents face difficulty to purchase edible oil due to its price. The second biggest difficulty is the quality. Rests of them are not so much important factors.
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Question No.13: Have you heard about Ambuja Gold Soya Oil? Response No. of Respondents Yes 43 No 82 Table 3.1.17: - Awareness about Ambuja Gold Soya Oil
Yes 34.40%
No 65.60%
Pie Chart 3.1.17: - Depicting Awareness about Ambuja Gold Soya Oil
From above chart it can easily be seen that there is not so much awareness about the Ambuja Gold Soya Oil. It requires more marketing efforts.
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Question No.14: From where you have got to know about Ambuja Gold Soya Oil? No. of Respondents 0 14 7 22 0 Table 3.1.18: - Responses towards sources of information
Advertisement Hoardings Friends or Relatives Retailer Any other
Any other 0.00% Advertisement 0.00%
Sources
Hoardings 32.56%
Retailer 51.16%
Friends or Relatives 16.28%
Pie Chart 3.1.18: - Depicting Responses towards sources of information Above graph shows that Retailer are playing important role in selling & promoting Ambuja Gold Soya Oil. Whereas other promotional activities are not up to the mark .
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Out of 125 respondents only 32 respondents are using Ambuja Gold Soya Oil
for their daily consumption. So for the analysis of consumer buying towards Ambuja Gold Soya Oil I have considered them as 100% population.
Question No.15: (Note: - Check

Sr. No. 1 QUESTIONS
appropriate column with respect to your choice)

Strongly Agree Somewhat Cant Somewhat Agree Say Disagree 19 0 0 Strongly Disagree 0
Brand name of Ambuja 13 Gold helps me to select my product. Ambuja Gold Soya Oil 20 gives me assurance of quality. Ambuja Gold Soya Oil 23 gives me accurate quantity. Ambuja Gold Soya Oil 14 gives me health benefits. Ambuja Gold Soya Oil 21 gives me good value for money. Ambuja Gold Soya Oil 0 also reflects my status symbol. Ambuja Gold Soya Oil 22 tastes good. Ambuja Gold Soya Oil is timely available (ready stock) Colour & smell of Ambuja Gold Soya Oil matches with the quality. 17
12
18
11
12
13
10
17
15
Table 3.1.19: - Responses of consumers using Ambuja Gold Soya Oil
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Graph 3.1.19: Depicting Responses of consumers using Ambuja Gold Soya Oil
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Consumer buying behavior towards Ambuja Gold Soya Oil of Gujarat Ambuja Exports Ltd., Akola, Maharashtra. Cant Say 0
Sr. No. 1
QUESTIONS
Strongly Somewhat Agree Agree 19
Somewhat Strongly Disagree Disagree 0 0
Brand name of Ambuja 13 Gold helps me to select my product.
Table 3.1.20: - Response for question no.15.1

Can't Say 0.00% Somewhat Disagree 0.00% Strongly Disagree 0.00%
Strongly Agree 40.63%
Somewhat Agree 59.38%
Pie Chart 3.1.20: - Depicting Response for question no.15.1
All the respondents using Ambuja Gold Soya Oil give positive response. 41% approx. shows strong interest in Ambuja Gold Soya Oil. Remaining 59% are somewhat agree, means they can switch over to other brands also.
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Sr. No. 2
QUESTIONS
Ambuja Gold Soya Oil 20 gives me assurance of quality.

All 100% respondents have shown positive response by agreeing with the above statement. consumers. It means Ambuja Gold Soya Oil provides good quality to the
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Sr. No. 3
QUESTIONS
Ambuja Gold Soya Oil 23 gives me accurate quantity.
Somewhat Disagree 0.00% Can't Say 8.57%
Strongly Disagree 0.00%
All 100% respondents have shown positive response by agreeing with the above statement. It means Ambuja Gold Soya Oil provides accurate quantity to the consumers.
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Sr. No. 4
QUESTIONS
Ambuja Gold Soya Oil 14 gives me health benefits.

Can't Say 0.00% Somewhat Strongly Disagree Disagree 0.00% 0.00%
Out of total respondents who have used Ambuja Gold Soya Oil 42% approx. are strongly agree with the statement remaining 58% approx. are somewhat agree means they are either not so confident about health benefits of Ambuja Gold Soya Oil or they are agree to certain level.
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Sr. No. 5
QUESTIONS
Ambuja Gold Soya Oil 21 gives me good value for money.

All the respondents have shown positive response for value for money means prices of Ambuja Gold Soya Oil are reasonable with respect to the quality.
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Sr. No. 6
QUESTIONS
Ambuja Gold Soya Oil 0 also reflects my status symbol.
Strongly Disagree 21.88% Can't Say 37.50%
Somewhat Disagree 40.63%
None of the respondents have given positive response to the above statement. It means Ambuja Gold Soya Oil is not considered as a status symbol by the consumers.
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Sr. No. 7
QUESTIONS
Cant Say 0
Ambuja Gold Soya Oil 22 tastes good.
Can't Say 0.00%
All the respondents have shown positive response to the above statement. It means Ambuja Gold Soya Oil really tastes good and also makes the food tasty.
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Sr. No. 8
QUESTIONS Ambuja Gold Soya Oil is timely available (ready stock)
Strongly Somewhat Agree Agree 17 9
Somewhat Disagree 9.38% Can't Say 6.25%
Strongly Agree 53.13% Somewhat Agree 28.13%
Out of total respondents 82% consumers found Ambuja Gold Soya Oil ready stock at nearest store. Only few are exception may be due to some geographical or limitations they found shortage or feel inconvenience to purchase.
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Sr. No. 9
QUESTIONS Colour & smell of Ambuja Gold Soya Oil matches with the quality.
Strongly Somewhat Agree Agree 17 15
Can't Say 0.00%
Somewhat Agree 46.88% Strongly Agree 53.13%
All the respondents have shown positive response to the above statement. It means colour and smell Ambuja Gold Soya Oil really matches with the quality.
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Question No.16: How likely are you to recommend Ambuja Gold Soya Oil to others? No. of Respondents 14 12 5 1 0 Table 3.1.29: - Consumers attitude towards suggesting Ambuja Gold Soya Oil to
Definitely will recommend Probably will recommend Might or Might not recommend Probably will not recommend Definitely will not recommend others
Probably will not recommend 3.13% Definitely will not recommend 0.00%
Response
Might or Might not recommend 15.63% Definitely will recommend 43.75%
Probably will recommend 37.50%
Pie Chart 3.1.29: - Depicting Consumers attitude towards suggesting Ambuja

Gold Soya Oil to others
From the above graph we can see that out of total consumers using Ambuja Gold Soya Oil 44% approx. will definitely recommend it to others and 38% approx. may also recommend it to others which is a good sign for GAEL.
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Question No.17: Over all, how satisfied are you with Ambuja Gold Soya Oil?
Very satisfied Somewhat satisfied Neither satisfied nor dissatisfied Somewhat dissatisfied Very Dissatisfied
No. of Respondents 15 12 5 0 0 Table 3.1.30: - Responses showing consumers satisfaction level
Sources
Somewhat dissatisfied 0.00%
Very Dissatisfied 0.00%
Neither satisfied nor dissatisfied 15.63%
Very satisfied 46.88%
Somewhat satisfied 37.50%
Pie Chart 3.1.30: - Depicting Responses showing consumers satisfaction level
Out of total respondents 85% approx. respondents are satisfied with the Ambuja Gold Soya Oil. So satisfaction level of the consumer with respect to Ambuja Gold Soya Oil is high.
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4.1 SWOT ANALYSIS
Strengths: Quality of Ambuja Gold Soya Oil is better. GAEL provides the best services to the customer. GAEL has a very good image in the market. GAEL is the Asias 3rd largest Soya Solvent Extraction plant. Distribution network is well developed.
Weaknesses:
Weakness of GAEL is less promotional activities (i.e. Advertisement, Hoardings and Sales Promotion etc.) due to which awareness about the product is less among the customer.
Price fluctuation is high.
Opportunities:
There are number of loose oil users in this region, GAEL can attract these consumers to use their brand i.e. Ambuja Gold Soya Oil. GAEL has covered only Vidarbha region. There is huge market can be covered outside Vidarbha region in Maharashtra.
Threats:
Numbers of competitors are more in this region who are eating market share and are in the race of being market leader. And also the small oil industries are increasing in this region and selling loose oil at lower cost.
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5.1 FINDINGS & CONCLUSION 1) We can see from the table no.3.1.1that the maximum numbers of respondents are from middle class and upper middle class. So the research is restricted to the specific class of the consumer. 2) Table No.3.1.3 indicates that non-branded edible oil is used more. Whereas branded edible oil is used less in comparison with non-branded. 3) Table No.3.1.4 indicates that very few consumers are loyal to their brand (i.e. 37% approx.). 4) Table No.3.1.4 indicates Out of 125 respondents 19% approx. respondents give much importance to the brand name. 23% approx. respondents give somewhat importance means they use not a particular brand but any brand. Remaining 58% approx. respondents has no importance of brand name for purchasing edible oil. So it is not an important factor for these people while purchasing edible oil. 5) From table no. 3.1.5 and from 3.1.7 to 3.1.15 we can see that taste, smell, health benefits value for money (i.e. price) reliability, assured quantity are considered as much important factors while purchasing edible oil. Whereas availability, durability, colour are considered less important. 6) Table no. 3.1.16 indicates that high price is the main difficulty faced while purchasing edible oil. Whereas quality, lack of knowledge comes next to it. Others like variety of brands available in the market are very few. 7) Table no. 3.1.17 and 3.1.18 indicates that awareness about Ambuja Gold Soya Oil is very less due to less promotional activities (i.e. advertising of the product) 8) From table no.3.1.19 and from table no.3.1.20 to table no. 3.1.30 we can see that Ambuja Gold Soya Oil has all the good qualities which quality edible oil needs at competitive prices. Only one statement consumers dont agree with is about status symbol (as per table no.3.1.25). Overall all the consumers using Ambuja Gold Soya Oil are satisfied.
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5.1.1 SUMMARIZED CONCLUSIONS 1) There are good market opportunities for the growth of Branded Edible Oil. We can see from the table no.3.1.3 that consumers using non-branded edible oil are more in comparison with branded edible oil. So these can be potential customers for branded edible oil companies. 2) The major factors influencing consumers to buy Branded or Non-Branded Edible oil are taste, smell, health benefits, price (i.e. value for money), reliability, assured quantity. Colour, durability, availability also influence some consumers to buy Branded or Non-Branded Edible oil (can be judged from table no. 3.1.7 to 3.1.16) 3) Consumers using Ambuja Gold Soya Oil are much satisfied with it. (See table no. 3.1.20, 3.1.30). But very few are loyal to it. 4) The impacts of 4 Ps of marketing on consumer behavior with respect to edible oil market all the 4 Ps are equally important to attract consumers.( can be understood from table no.3.1.7 to 3.1.18) So from the above conclusions we can see that our 1st and 3rd hypothesis are proven to be true. But 2nd hypothesis is not proved. 1) There are good opportunities for the growth of Ambuja Gold Soya Oil in the Market. (Can be judged on the basis of summarized conclusion no. 1 & 3.) 2) Consumers are giving positive response towards the Branded Edible Oil of GAEL by showing brand loyalty towards the Ambuja Gold Soya Oil. (Can be judged on the basis of summarized conclusion no. 3.) 3) Price is a key factor in influencing consumers buying behavior. (Can be judged on the basis of conclusion & findings no. 5 & 6.)
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6.1 RECOMMEDATIONS AND SUGGESTIONS 1) As we seen in the research that sale of Ambuja Gold Soya Oil is less due to less awareness about the product. So more efforts should be taken to market the product so that consumers could understand the product and its benefits and advantages.
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QUESTIONNAIRE OF END CONSUMERS

Dear Respondent, I am conducting a survey to study Consumer buying behavior towards Ambuja Gold Soya Oil of Gujarat Ambuja Exports Ltd., Akola, Maharashtra. It is a part of my academic activities, which is carried under arrangement of the Department of Business Administration and Research, S.S.G.M.C.E., Shegaon. You are kindly requested to fill up the following questionnaire and oblige. I am sanguine that the Endeavour will be of mutual benefits to us. Anand O. Mishra (M.B.A 2nd YEAR) D.B.A.R., S.S.G.M.C.E., SHEGAON : ________________________________________________ : ________________________________________________
1) Name of the Respondent 2) City/Town 3) Gender: a) Male
b) Female
4) Profession: _________________________________________ 5) Education Qualification: a) S.S.C. c) Under Graduation e) Any other____________________ 6) Monthly income: a) Below Rs.5000 c) Rs.10000 to Rs.15000 7) How often do you go for purchasing? a) Once in a week c) On a week end b) Two times a week d) any other (Please specify) ____________ b) Rs.5000 to Rs.10000 d) More than Rs.15000 b) H.S.C. d) Post Graduation
8) What type of edible oil do you prefer for your daily consumption? a) Branded edible oil b) Non Branded edible oil c) Both
9) If branded edible oil then which brand? 10) Are you loyal to your brand?
_________________________ Yes No
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Consumer buying behavior towards Ambuja Gold Soya Oil of Gujarat Ambuja Exports Ltd., Akola, Maharashtra. 11) Factors you consider while choosing edible oil? Sr. No. 1 2 3 4 Extremely Somewhat Important Important Cant Say Somewhat Unimportant Most Unimportant
FACTORS Brand Name Taste Smell Health benefits Availability Value for money Reliability Durability Assured Quantity Colour
5 6
7 8 9
10
12) Which difficulties do you face while choosing a particular brand for edible oil? a) Quality c) Lack of Knowledge b) High Price d) Any Other_________________________
13) Have you heard about Ambuja Gold Soya Oil?
Yes
No
14) From where you have got to know about Ambuja Gold Soya Oil? a) Advertisement c) e) Friends or Relatives b) Hoardings d) Retailer
Any other__________________
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15) (Note: - Check Sr. No. 1
appropriate column with respect to your choice)

Strongly Agree Somewhat Cant Somewhat Agree Say Disagree Strongly Disagree
QUESTIONS Brand name of Ambuja Gold helps me to select my product. Ambuja Gold Soya Oil gives me assurance of quality. Ambuja Gold Soya Oil gives me accurate quantity. Ambuja Gold Soya Oil gives me health benefits. Ambuja Gold Soya Oil gives me good value for money. Ambuja Gold Soya Oil also reflects my status symbol. Ambuja Gold Soya Oil tastes good. Ambuja Gold Soya Oil is timely available (ready stock) Colour & smell of Ambuja Gold Soya Oil matches with the quality.
3 4 5
7 8
16) How likely are you to recommend Ambuja Gold Soya Oil to others? a) Definitely will recommend b) Probably will recommend
b) Might or Might not recommend
d) Probably will not recommend
d) Definitely will not recommend
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Consumer buying behavior towards Ambuja Gold Soya Oil of Gujarat Ambuja Exports Ltd., Akola, Maharashtra. 17) Over all, how satisfied are you with Ambuja Gold Soya Oil? a) Very satisfied b) Somewhat satisfied
b) Neither satisfied nor dissatisfied
d) Somewhat dissatisfied
e) Very Dissatisfied
18) Any other comments with respect to Ambuja Gold Soya Oil, please mention them. ____________________________________________________________________ ____________________________________________________________________ ______________
Signature
Thank You
Page 54
BIBLIOGRAPHY BOOKS 1) Donald R. Cooper and Pamela S. Schindler, Business Research Methods, Tata McGraw Hill, New Delhi 2000. 2) Dr. T V S Arun Murthy and Dr. D G Wakde, Research Methodology for Management Decisions, S.S.G.M.C.E. Publication, Shegaon, 2003. 3) Leon G. Schiffman and Leslie Lazar Kanuk, Consumer Behavior, 9th Edition Pearson Prentice Hall,2007 4) Naresh K. Mlhotra, Marketing Research-And Applied Orientation 6th Edition, Edison Wesley Longmen, Delhi 2000. 5) Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, Marketing Management a South Asian Perspective, 13th edition, Pearson Prentice Hall,2008 6) Robert Schieffer, Ten Key Consumer Insight, Mason,OH: Thomson, 2005
JOURNALS 1) Don Peppers and Martha Roger, Consumers Dont Grow on Trees, Fast Company (July 2005) 2) Glenn L. Urban, The Emerging Era of Consumer Advocacy, Slogan Management Review, 45(2), 2004 3) Thomas O. Jones and W. Earl Sasser Jr., Why Satisfied Consumers Defect, Harvard Business Review (Nov.-Dec.1995) WEBSITES 1) www.ambujaglobal.com 2) www.censusindia.gov.in 3) www.pearsoned.co.in/marketingmanagementindia
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Consumer buying behavior towards Ambuja Gold Soya Oil of Gujarat Ambuja Exports Ltd., Akola, Maharashtra.

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

The behavior of consumers while shopping or making other marketing decisions;

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

1.5 THE PRODUCTS

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

INTRODUCTION TO RESEARCH METHODOLOGY

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

2.5 AREA UNDER STUDY 2.5.1 BULDHANA

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

More than 15000 19.13%

Below 5000 19.13%

10000 to 15000 29.57%

5000 to 10000 32.17%

Department of Business Administration & Research, SSGMCE, Shegaon

any other 20.00%

Once in a week 42.40%

On a week end 23.20%

Two times a week 14.40%

Pie Chart 3.1.2: - Depicting Frequency of the purchases made by consumers

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

Question No.10: Are you loyal to your brand?

Department of Business Administration & Research, SSGMCE, Shegaon

Question No.11: Factors consumers consider while choosing edible oil

Smell Health benefits Availability Value for money Reliability

Assured Quantity Colour

Table 3.1.5: - Factors Considered by Consumers While Purchasing Edible Oil

Department of Business Administration & Research, SSGMCE, Shegaon

Department of Business Administration & Research, SSGMCE, Shegaon

Extremely Somewhat Important Important 24 29

Table 3.1.6: - Consumers view towards Brand Name.

Extremely Important 19.20%

Most Unimportant 38.40%

Somewhat Important 23.20%

Somewhat unimportant 19.20%

Can't Say 0.00%

Department of Business Administration & Research, SSGMCE, Shegaon

Extremely Somewhat Important Important 106 19

Table 3.1.7: - Consumers view towards Taste.

Somewhat Important 15.20%

Extremely Important 84.80%

Pie Chart 3.1.7: - Depicting Consumers view towards Taste.

Department of Business Administration & Research, SSGMCE, Shegaon

Extremely Somewhat Important Important 43 82

Table 3.1.8: - Consumers view towards Smell.

Can't Say Somewhat Most Unimportant 0.00% unimportant 0.00% 0.00%

Extremely Important 34.40%

Somewhat Important 65.60%

Pie Chart 3.1.8: - Depicting Consumers view towards Smell.

Department of Business Administration & Research, SSGMCE, Shegaon

FACTORS Health benefits

Extremely Somewhat Important Important 49 38

Table 3.1.9: - Consumers view towards Health Benefits.

Most Unimportant 16.80% Extremely Important 39.20% Somewhat unimportant 13.60%

Can't Say 0.00%