brm project

1. EXECUTIVE SUMMARY:

“Another project!!!” --- Bizarre expressions loomed over the faces of all the

students as this term was mentioned. However as the details of the project

that was supposed to be a Business Research conveyed to us, we were all

geared up to work on it.

We were asked to form groups and get on with the research. The different

research topics were given to all students and were to assign on first come

first get basis, we decided to tap on some different kind of industry and after

a lot of discussions and conflicting arguments we all agreed on “Ghee

Industry”, keeping in mind its decreasing market share. Next comes the

stage of submission of the “Research Proposal.” All of us worked

relentlessly on the proposal as it was supposed to entail all that we were

planning to do while conducting our research. As soon as the proposal got

approved, we started on with the data collection. Since our project was using

the technique of a quantitative research, data collection was quite a

cumbersome task. Questionnaires were personally administered by the five

of us at the various residential localities all over Lahore. To gain a better

insight we conducted regular meetings of the groups & consulted our course

instructor at every step and applied all that practically in the field. It was the

most interesting stage as it gave us the chance of one to one communication

with the ghee & oil consumers. Data collection was followed up by the data

entry and analysis. Various analytical tools were applied and the findings

were presented graphically and statistically to give a better understanding.

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Another learning aspect of this research was the use of SPSS for the

analysis, generating tables & cross tabulation. Getting duties assigned,

conducting meetings in a professional environment, trying to meet our

project requirements and adhering to the respective privacy of respondents

simultaneously were some of the tactics that we mastered our skills on. As

the research was taken forward more interest was mobilized and we were

motivated to analyze the findings from more dimensions.

Overall “How to increase the usage of ghee, a declining category in

comparison with oil” has been a very interesting and a highly enriching

experience.

2. BACKGROUND

“Ghee” a very familiar thing to all of us, which has always been associated

with health, strength and purity. A decade ago “ghee” was the most popular

medium, which was used for cooking. There was no major competition

against it, and all the social classes were using it. “ Desi Ghee” was being

struck by packed branded ghee, the pioneer companies involved were Dalda,

Sufi etc.

In rural or sub urban areas unpacked ghee was in demand due to high prices

of branded ghee and large pack sizes launched by them. Ghee has been used

widely all over Pakistan since the country was established, but as we all

know, the last decade which been the most growing decade in technology,

medium, education and health.

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Now ghee has lost its major share to oil. Day by day it is loosing its market

position, especially in the urban areas of Pakistan. Previously ghee was used

to cook every meal and it was part of life but now its use has also been

limited t occasions and dishes. Now all ghee manufacturers have extended

there business to oil manufacturing due to decline in ghee industry overall

and increase in demand of oil.

3. INFORMATION SOUGHT

As stated in the background section, Ghee is now not being used as it was

previously in our society. It uses has been significantly dropped and limited

to specific occasions & dishes. Ghee is now mostly used on special

occasions or only for the dishes where it is concerned as a prerequisite for

that dish or is a part of its recipe. So, a need for the research study to know

the reasons to decline the usage of ghee exists.

Therefore the research objective can be defined as “How to increase the

usage of ghee, a declining category in comparison with oil”. The

questionnaire has been designed to get information about current uses of

ghee that will give us percentage of ghee users and different uses of it.

It will also generate exact information about that how people are using it.

The first section of

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Questionnaire is composed of uses of ghee, which will identify the

following: -

- What people used to cook

- Why ghee

- Using ghee since when

- Up till when ghee was used

- Consumption period of ghee

- Demand of ghee

- Purchasing pattern of ghee

This section also includes questions to identify reasons to use ghee, when &

how used, which will generate the following: -

- For what purpose ghee is used.

- Identify those special occasions & dishes.

Then later in the questionnaire ghee has been ranked on different attributes

and significance level of each attribute with ghee, which will generate the

following: -

- Taste rating

- Aroma rating

- Purity preference

- Nutrition rating

- Packaging rating

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After doing this section some of the emphasis was given to know the usage

of oil, so that it can be identified why ghee is loosing its sales to oil. This

will generate following information:

- Difference in ghee & oil uses

- Why oil is preferred

- When & why people switched to oil

- Which attribute are factors of oil success and ghee’s gradual

decline.

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

perception, which has great significance and reflects the buying decisions of

customers. These questions are open ended will generate the following: -

- Ghee persona

- How consumers think about ghee

- How they perceive ghee

- Have ghee manufacturers been able to make positive strong

perception

- Are they aware of the negative perceptions

- Identify the suitable position for ghee, so that its sales can be

improved.

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All these questions combined together will help identify the following in the

below mentioned order: -

- Previous uses

- Current uses

- Reasons to use

- Reasons to switch

- Reasons of declining sales

- Weak areas

- Strong areas

- Future threats

- Areas of opportunities targeted for future decisions

- Areas to concentrate on to increase sales of ghee eventually.

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4. RESEARCH DESIGN

The research will be quantitative and ad-hoc in its type and the data will be

collected via field survey.

4.1. Target respondent

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

from 20 to 50 years.

4.2. Sample design

Universe

The universe can be defined as “All household users of branded ghee and

cooking oil in Lahore”

Sampling type

The sampling technique used here will be disproportionate stratifies

random sampling. The stratification will be done on the following basis

- age

- SEC

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4.3. 0

Age / SEC A B C Total

20 – 30yrs 13 12 10 35

31 – 40 yrs 14 11 10 35

41 – 50yrs 13 12 10 35

Total 40 35 30 105

4.4. Recruitment criteria

Not working in Marketing, sales and advertising (none of the douse hold

member)

The respondent should be the DMU for ghee or oil used in the household for

cooking purposes

4.5. Substitution procedure

In case of getting no response from the respondent for the three consecutive

days, the respondent will be replaced with another respondent who will fall

in the recruitment criteria and will belong to the neighborhood of the non

responded respondent.

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5. RESEARCH FINDINGS

5.1. Analysis of the Findings

The research after being conducted reveals the results that show the

consumption pattern of the ghee users, their percentage, different uses and

what are their preferences nowadays.

Ghee is now not being used as it was previously in our society. It uses has

been significantly dropped and limited to specific occasions & dishes. Ghee

is now mostly used on special occasions or only for the dishes where it is

concerned as a prerequisite for that dish or is a part of its recipe. The

emerging trend of using oil has rapidly taken over the major market share as

it is considered to be most healthy and better then using the traditional ghee.

Some families still prefer to use ghee but their number is also declining.

People have made oil as the primary object for cooking purposes and it is

being preferred mostly in all the areas of Pakistan.

Through proper and in depth analysis of the results it has been concluded

that Ghee is now not being used as it was previously in our society. People

have changed their lifestyles, which have immensely influenced their

choices, and they have included oil in their daily cooking. Most of the

people’s response in Figure 8.1 suggests that they like using ghee as well as

oil as a cooking medium.

A very interesting thing that was revealed in the analysis was that most

people have been have using ghee for more than ten years which shows that

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ghee has been with them since long and people still trust in their age old

choice.

The people who were included in this research showed that ghee is quite

frequently used in their daily cooking, as most of the respondents had used it

a day before, so the frequency of usage is quite high but the quantity used is

not that much because it is not mainly used for cooking daily meals. Table

7.22 shows that ghee is either only used to put “Tardka on karee” or to make

parathas, choori & halwa, which does not involve significant amount of ghee

consumption because these dishes are not made on regular basis.

Not keeping a specific ghee brand in mind the results still reveal that people

mostly like to purchase 5 kg packs which is basically on monthly basis so it

shows that people are still fond of using and buying ghee as a preferred

medium for the cooking purposes along with the purchase of oil. Figure8.4

shows the demand of different skus of ghee, which supports this argument.

So here is some hope or opportunities, which can be used to increase the

sales of Ghee.

Addressing to the next section that deals with the reasons why people use

ghee and what are the reasons they have not shifted to a different medium.

This section also addresses to the question of when and for what the ghee is

being consumed.

Previously ghee was considered as an integral part of our daily routine lives,

it was used on the daily bases for cooking regular dishes, but the analysis

shows that as the times have changed so has the preferences and the purpose

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of using ghee. Table 7.22 shows that now days the trends have changed and

people mostly use ghee for the purpose of cooking special dishes and not for

the daily cooking. It is also true that some families are still using ghee for

the purpose of daily usage but their number is not as high as people who use

it for cooking special dishes and this number seems to be declining. While in

comparison as we can see in table 7.31 that oil consumption is on rise and

more educated people prefer to use only oil, they don’t even fall in

conjunction users.

As the purpose of using ghee has changed so has the choice. People now like

to make different dishes with ghee rather than cooking ordinary and daily

food. People want variation so to adopt that variation in dishes they use ghee

for mostly making PARATHAS. This shows that to bring a hint of the

traditional taste people still want to use ghee in making parathas followed by

tardaka on “daals” and for the purpose of making halwas. This shift in the

usage of ghee shows the demand of customers and their preferences.

A very important and insightful thing that is revealed through this research is

that people has restricted the usage of ghee to certain occasions and festivals.

Rather than using ghee on daily bases people mostly prefer to use it when

they arrange family gatherings. People mostly like to use ghee on family

gatherings followed by family get together. This reveals the fact that the

association of ghee is being restricted to occasion’s rather then intimate and

personal family life.

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

Attributes help in developing band association as well as band recognition

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and brand loyalty. People focus on the attributes in relation to the product

and rate it according to that. This objective approach helps in making

purchase decisions and developing a consumption pattern.

The third section of the research focuses on the attributes of ghee and how

people prefer certain attributes to others and how they give weight age to

them.

Talking about food people like to eat food that tastes and smells good as

well as which is presented in a good way. Ghee plays a major role in making

the food delicious as well as making it smell tempting. Table 7.20 reveals

that most people who use and buy ghee would consider taste as the most

important attribute. Taste is considered to be the thing which people keep

into consideration while choosing ghee. Followed by that the aroma of the

food is considered to be the second preferred attribute of ghee.

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

conscious manner. As taste is considered as the most important attribute,

while making their choice people consider taste to be more important in

preference. Going for the smell of the food, which is aroma; people give it

the same rating as taste, which is more important. As far as the purity is

concerned people in their preference consider it to be neither important nor

this important. People who prefer the nutrition level of ghee give it more

importance in ratings. Lastly packaging, people who give prefer ghee on the

attribute of packaging give it a moderate rating which is neither important

nor this important that means that they are concerned with the product not

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the packaging and that now oil and ghee packaging are more or less quite

similar. The table 7.22 supports the findings.

These rating indicate that the preference on attributes varies from person to

person because people give weight age to one attribute more then the other.

So now from these attributes section new opportunities for future ghee

positioning can be determined.

Going for the cross tabulation analysis, while comparing the educational

level of the respondent and the cooking medium for daily meals it was

clearly revealed that with the increase in educational level the awareness and

usage of oil also increases. The table 7.32 supports this analysis and shows

that the preference and consumption of oil is greatest for the postgraduates,

which is 21%. This indicates that as people are becoming more educated

they are going more towards the use of oil and letting go of using ghee.

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

average size used by them and the average pack life it is clearly identified

that on a monthly bases the pack, which is mostly used by the ghee

consumers, is a 5 kg pack. As the average life of the pack mostly is one

month, people think that the 5 kg pack of ghee is most convenient as it

fulfills the requirements effectively per month, but oil is consumed more in

comparison to ghee.

To further analyze the consumption and purchase pattern of the consumers

we will analyze the average size mostly used and the frequency of purchase.

The table 7.4 provides us with an in-depth insight that mostly people prefer

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to purchase the 5 kg pack on monthly basis. Referring to the average life of

the pack one month seems to be the most suited time for most of the

households for the purchasing of ghee packs. As it seems to be economical

and fulfills there needs.

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

compare the purpose of using ghee and the units purchased at a time. This

information in table 7.29 reveals that as the as the use of ghee as a medium

of cooking daily foods is reducing so is the number of units purchased. Now

day’s ghee is mostly used for the purpose of preparing special dishes so its

consumption is reducing. So as ghee is affiliated to cooking of special dishes

the number of units purchased at a time is reduced to one that means that on

a monthly bases only one pack of ghee is consumed by a family and mostly

for the purpose of cooking special dishes rather then for daily purposes.

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

income and the size of the pack purchased. The information in table 7.30

revealed the fact that the people earning a monthly household salary of Rs.

50,000 to 70,000 mostly consume the 5 kg pack of ghee this shows that the

use of 5 kg of ghee is mostly by people belonging to B+. This shows that as

the monthly income increases the consumption pattern for the ghee

decreases. The use of oil is also characterized as a status symbol and people

take that into consideration while making their purchase decision.

As information gathered in the table 7.25 many facts has been identified as

important reasons for switching to oil from ghee usage. One of the major

factors is the “Low cholesterol” that is a prominent feature of the product

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category. This attribute is one key reason for the increasing preference of

cooking oil over ghee. The other two interrelated attributes are the “health

factor” and the “transparency factor” found in cooking oil. The other

identified reasons for increasing usage of oil are the purity and ease of use.

So over all it can be concluded that the replacement of oil in place of ghee as

cooking medium for daily meals is mainly because of the low level of

cholesterol in oil.

Another interesting fact found in the study is related to the time when

respondents switched to oil from ghee or started using oil with a conjunction

use to oil. It is clear from the figure # that respondents who are using oil in

comparison to oil are using it for the time more than 10 years. And there is a

relatively increasing trend in switching of oil from ghee as one move from 5

years time period to 1 year. This shows the increasing awareness of the

respondents about their health as well as it shows the brand loyalty found in

the oil users.

As talking about the preference reasons of oil over ghee, a rating of

attributes of oil was asked from respondents in comparison with oil. It was

found that out of total oil users 34.5% prefer oil due to the reason that it

contains low level of cholesterol (table 7.25). The other 18%, 15% and 14%

prefer it for taste, purity and nutrition respectively. This supporting data to

the rational of using oil in preference to oil clearly states that now

respondents want their daily meals to be more healthy rather than fattening.

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

targeted respondents, it has been shown that mostly respondents has very

negative perception of ghee, with respect to its product attributes and brand

personality. As in it’s better to explain in their words, e.g. ghee has

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- Fattening ingredient

- high cholesterol

- strong link with cardiac problems

- Obesity factor and that’s why not good for health especially

for kids

- Stickiness and “ghee made” dishes are not easily digestible

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

general consensus of the majority of the respondents can be defined as

Ghee is a fat, short highted, middle aged man. Who looked more of a rural

area person with dark complexion.

But at the same time many respondents rate ghee as important reason for

good health and internal strength of body. They also commented that ghee

gives a special aroma to meals and makes it more tasty and nutritious. But

ratio of these “positive perception” respondents is very low.

Examining the positive personality image of ghee, where many respondents

were grading it as a rural not very educated man, there some of them

perceived ghee as young, active and energetic person who is very caring,

strong and muscular. This positive image opens many new opportunities for

ghee manufacturers to promote and build their brands by associating the

attributes of strength and health with ghee.

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5.2. The Final Conclusion

While concluding the whole analysis the major results can be summarized as

- The major reason for using the ghee, found in respondents is

that ghee adds taste and aroma to the cooked food that

makes it delicious, As compare to major reason for using oil,

low level of cholesterol (table 7.25 & 7.20 So it can be

concluded that at least ghee manufacturers can promote and

position the product category on the variables like “taste

adding ability” and good aroma. Intelligently utilized these

variables can help restrain the further decrease in the usage

of ghee.

- There exist a strong relationship between the income level

and pack size of ghee usually bought for usage (table 7.26).

The relationship is very much positively correlated. Another

related observation is the relationship between pack size

bought and the purchase frequency. It can be concluded that

on average respondents used to consume 5 to 8 kg per

month. That shows the consumption pattern for ghee.

- Out of total respondents 51.4% use both ghee and oil as

cooking medium, 39% use oil and the remaining 9.5% use

only oil as cooking medium (table 7.1). This observation

shows that majority of respondents are keen towards

conjunction usage of ghee and oil, but at the same time the

threatening increase in the number of only oil users is

alarming for ghee manufacturers. It shows that more

respondents are using oil for cooking their daily meals but

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they are using ghee for making special dishes or use for

special occasion (table 7.22 & 7.23). The tables mentioned

here shows that those respondents who are using only ghee

or both ghee and oil prefer using ghee for making parathas

(40.8%), tardka (28.2%), halwa (22.2%) and choori (8.5%).

A very few number of respondents mentioned that they like

to make “khitchri” for their kids with ghee. Similarly

proposed and preferred occasion for increasing the usage of

ghee are family gatherings (64.7%) and formal get together

(23.5%)

- There are many reasons for decline in the usage of ghee in

comparison to oil. The key factor is the different level of

cholesterol in ghee and oil. At the moment DMUs or

housewives are very much aware of the harmful effect of the

cholesterol over the health of adults and children. There is a

strong relationship found in the education of the housewives

and their perception and switching attitude of the ghee (table

7.26). It has been shown in the table # that as the respondent

become more educated her preference towards usage of oil

start increasing.

- Most of the respondents stated that they perceive “ghee” to

have a very negative image that it is not good for health and

cause cardiac problems. This negative image is further

associated with the poor personality of the product category.

This clearly proves that ghee manufacturers has been

unsuccessful in defining the right kind of positioning for

ghee and developing the positive perception in the minds of

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the target customers. Another interrelated conclusion that

can be drawn is that ghee manufacturers remain unable to

take apace with the changing preference of the target

market, and this is because they are facing such lose of

positive image.

5.3. Suggestions

The conclusions drawn from the research study “How to increase usage of

Ghee? A declining category in comparison with Oil”, lead to certain

suggestions that may prove to be helpful in meeting the research objective.

- The declining usage of ghee can be improved by making the

target market convinced about the benefits of using ghee.

This can be done via an effective promotion campaign to

make customers realize that ghee is not as harmful for health

as it has been perceived by most of them. But ghee also has

many positive points that may provide good health and can

add taste to food.

- Increasing the “usage occasion” can be a beneficial tactic for

ghee manufacturers. As previously explained mostly

respondents who use both ghee and cooking oil as cooking

medium, use ghee for making special dishes on specific

occasions and use oil to make daily meals. This opportunity

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can be availed by promoting the key uses of ghee other than

for daily meals. For example, an aggressive advertising

campaign can be developed that will promote the major

usage occasions for ghee and in away make people

consciously aware at what specific events they can use ghee

or in other words they should use ghee as cooking medium.

This proposed way will help in improving the sharply

declining usage of ghee.

- Ghee manufacturers have to take some affirmative actions to

rebuilt and promote the positive perception of ghee in the

minds of target customers. A positive image of brand is

always good for the health of the product category. As it is

very much clear that most of the respondents perceive ghee

as a fattening ingredient to food and don’t take into

consideration the advantages of using ghee. This is mainly

because of the poor perception. Finally, the right step at the

moment will be to establish an encouraging brand

personality for ghee that may help in the creating and

maintaining the brand loyalty.

- Ghee manufacturers can come up with a promotional

scheme in which they can encourage purchase of the

different pack sizes of the ghee by offering price discounts

and price packs.

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6. APPENDIX A

6.1. Research Questionnaire

Assalam-o-Alikum, my name is _____________. I am student of the National University of Modern Languages. We are conducting a survey to gather and interpret the information related to decrease in the usage of ghee in comparison with oil. We will highly appreciate your participation in this regard.

Screening questions

Q 1. Name of the chief wage earner _______________________________

Q 2.Occupation of Chief Wage earner Education of chief wage earner

Illiterate Less than Primary

5-9 Class Matric F.A Graduate Post Graduate

Unskilled Worker E2 E2 E1 E1 D D CPetty trader E2 E2 E1 E1 D C CSkilled Worker E2 E2 E1 D D C CNon-Executive Staff member E2 E2 D D D C CSupervisor D D C C B B BSmall Shopkeeper D D C C B B A2Lower/Middle Officer/ Executive

D D C C B B A2

Professional (Self Emp. Or service)

B B A2 A2 A2 A1 A1

Medium Businessman B A2 A2 A2 A2 A1 A1Senior Executive/ Officer B A2 A2 A2 A1 A1 A1Large Biz. man/ Factory Owner

A2 A2 A2 A1 A1 A1 A1

Q 3. Respondent’s relation to Chief wage earner

1. Wife2. Daughter3. Mother4. Sister5. Other (Please specify)___________

Q 4. How many family members are there in your household and what are their age and gender starting from the youngest?

Q 5. Do you have a close relative working in a ghee or oil manufacturing company, advertising agency or research firm?

1. Yes [quit the interview]2. No [continue]

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Q 6. Have you participated in any research activity during the last 2 months?

1. Yes [quit the interview]2. No [continue]

Classification questions

Q 7. Marital status

1. Married2. unmarried

Q 8. Educational level

1. Matric2. Intermediate3. Graduate4. Post Graduate5. Other (please specify) ______________

Q 9. Occupation

1. Housewife2. Student3. Professional4. Other (please specify) ______________

Q 10. Monthly household income (in rupees)

1. less than 15,0002. 15,001 – 30,0003. 30,001 – 50,0004. 50,001 – 70,0005. 70,001 – 100,0006. 100,001 – 1,50,0007. 1,50,001 – 2,00,0008. 2,00,001 or above

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Q 11. What do you use mostly for cooking daily meals?

1. only ghee [go to Q 12]2. only oil [go to Q 29]3. both ghee and oil [go to Q 12]

Q 12. Why do you use ghee for cooking?

1. its healthy2. its pure3. it adds taste to the food4. other (please specify) _____________

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

1. less than 6 months2. more than 6 months3. 1 year4. more than 1 year5. 5 years6. more than 5 years7. more than 10 years

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

1. 1 day go2. 2 days ago3. 1 week ago4. 2 weeks ago5. 1 month ago6. more than 1 month ago7. other (please specify) _____________

Q 15. Which pack size you usually buy?

1. 250 grams2. 500 grams3. 1 kg4. 2.5 kg5. 5 kg6. 10 kg

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Q 16. How many days does it last?

1. less than a week2. 1 week3. more than 1 week4. more than 2 weeks5. 1 month6. more than 1 month7. other (please specify) _____________

Q 17. How often you buy?

1. daily2. weekly3. every two weeks4. monthly

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

1. 12. 23. 34. 45. 56. more than 5

Q 19. For what purposes you mostly use ghee?

1. for cooking daily meals [go to Q 22]2. for cooking special dishes [go to Q 20]3. at special occasions [go to Q 21]4. Other (please specify) ________________

Q20. If for Special Dishes then specify

1. Parathas2. Halwaas3. Choori4. for Tarka purposes5. Others (please specify) _______________

[go to Q 22]

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Q 21. If ‘occasionally’ then for what occasion?

1. Basant2. Islamic Festival3. Family Gatherings4. Formal Get together5. others(please specify)_________________

[go to Q 22]

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

1. Taste [go to Q 23]2. Aroma [go to Q 24]3. Purity [go to Q 25]4. Nutrition [go to Q 26]5. Packaging [go to Q 27]6. Other (please specify) [go to Q 28]

___________________Q 23. If taste

|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important

Q 24. If aroma


Q 25. If purity


Q 26. If nutrition

|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5

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Least Extremely Important Important

Q 27. If packaging


Q 28. If ______________


(Note: “only ghee users” and “both ghee and oil users” go to Q. 39 )

Q 29. Why do you use oil?

1. its healthy2. its transparent3. easy to use 4. its pure5. low cholesterol6. it adds taste to the food7. Other (please specify) _____________

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

1. less than 6 months2. more than 6 months3. 1 year4. more than 1 year5. 5 years6. more than 5 years7. more than 10 years

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

1. Taste [go to Q 32]2. Low cholesterol [go to Q 33]3. Purity [go to Q 34]4. Nutrition [go to Q 35]

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5. Packaging [go to Q 36]6. Transparency [go to Q 37]7. Other (please specify) [go to Q 38]

__________________________Q 32. If taste


Q 33. If it has low cholesterol


Q 34. If purity


Q 35. If nutrition


Q 36. If packaging


Q 37. If transparency


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Q 38. If ______________


Q 39. What product attributes comes to your mind when you think of “ghee”?

Q 40. What image comes to your mind when you think of “ghee”?

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7. APPENDIX B

FREQUENCY TABLES

TABLE 7.1.

Cooking medium for daily meals

10 9.5 9.5 9.5

41 39.0 39.0 48.6

54 51.4 51.4 100.0

105 100.0 100.0

only ghee

only oil

both ghee & oil

Total

Valid

Frequency PercentValid

PercentCumulative Percent

TABLE 7.2.

For how long have you been using ghee?

1 1.0 1.6 1.6

1 1.0 1.6 3.1

1 1.0 1.6 4.7

3 2.9 4.7 9.4

6 5.7 9.4 18.8

52 49.5 81.3 100.0

64 61.0 100.0

41 39.0

105 100.0

< than 6 months

one year

> than one year

Five years

> than 5 years

> than 10 years

Total

Valid

SystemMissing

Total



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TABLE 7.3.

When was the last time you used ghee?

30 28.6 46.9 46.9

15 14.3 23.4 70.3

8 7.6 12.5 82.8

2 1.9 3.1 85.9

4 3.8 6.3 92.2

5 4.8 7.8 100.0

64 61.0 100.0

41 39.0

105 100.0

one day ago

two day ago

one week ago

two weeks ago

> than 1 month ago

other

Total

Valid

SystemMissing

Total



TABLE 7.4.

which pack size do you usually buy?

3 2.9 4.7 4.7

5 4.8 7.8 12.5

13 12.4 20.3 32.8

8 7.6 12.5 45.3

27 25.7 42.2 87.5

8 7.6 12.5 100.0

64 61.0 100.0

41 39.0

105 100.0

250gms

500gms

one kg

2.5kg

five kg

ten kg

Total

Valid

SystemMissing

Total



30

TABLE7.5.


30 28.6 46.9 46.9

15 14.3 23.4 70.3

8 7.6 12.5 82.8

2 1.9 3.1 85.9

4 3.8 6.3 92.2

5 4.8 7.8 100.0

64 61.0 100.0

41 39.0

105 100.0

one day ago

two day ago

one week ago

two weeks ago

> than 1 month ago

other

Total

Valid

SystemMissing

Total



TABLE 7.6.

Purchase Frequency

7 6.7 10.9 10.9

12 11.4 18.8 29.7

45 42.9 70.3 100.0

64 61.0 100.0

41 39.0

105 100.0

weekly

every two weeks

monthly

Total

Valid

SystemMissing

Total



31

TABLE 7.7.

For what purposes you mostly use ghee?

24 22.9 37.5 37.5

33 31.4 51.6 89.1

6 5.7 9.4 98.4

1 1.0 1.6 100.0

64 61.0 100.0

41 39.0

105 100.0

for cookingdaily meals

for cookingspecial dishes

at specialoccassions

others

Total

Valid

SystemMissing

Total



TABLE 7.8.

If prefer ghee on taste, how important it is?

1 1.0 1.5 1.5

1 1.0 1.5 3.0

5 4.8 7.5 10.4

40 38.1 59.7 70.1

20 19.0 29.9 100.0

67 63.8 100.0

38 36.2

105 100.0

least important

less important

nor importantneighter disimportant

more important

extremelyimportant

Total

Valid

SystemMissing

Total



32

TABLE 7.9.

If prefer ghee due to aroma, how important its is?

3 2.9 4.5 4.5

13 12.4 19.7 24.2

38 36.2 57.6 81.8

12 11.4 18.2 100.0

66 62.9 100.0

39 37.1

105 100.0

less important


more important

extremelyimportant

Total

Valid

SystemMissing

Total



TABLE 7.10.

If prefer ghee on purity, how important it is?

2 1.9 3.0 3.0

7 6.7 10.4 13.4

25 23.8 37.3 50.7

17 16.2 25.4 76.1

16 15.2 23.9 100.0

67 63.8 100.0

38 36.2

105 100.0

least important

less important


more important

extremelyimportant

Total

Valid

SystemMissing

Total



33

TABLE 7.11.

If prefer ghee on nutrition level, how important it is?

3 2.9 4.5 4.5

2 1.9 3.0 7.5

17 16.2 25.4 32.8

29 27.6 43.3 76.1

16 15.2 23.9 100.0

67 63.8 100.0

38 36.2

105 100.0

least important

less important


more important

extremelyimportant

Total

Valid

SystemMissing

Total



TABLE 7.12.

If prefer ghee on packaging, how important it is?

2 1.9 3.1 3.1

10 9.5 15.4 18.5

33 31.4 50.8 69.2

17 16.2 26.2 95.4

3 2.9 4.6 100.0

65 61.9 100.0

40 38.1

105 100.0

least important

less important

nor importantneither disimportant

more important

extremelyimportant

Total

Valid

SystemMissing

Total



34

TABLE 7.13.

For how long have you been using oil?

3 2.9 7.1 7.1

1 1.0 2.4 9.5

2 1.9 4.8 14.3

9 8.6 21.4 35.7

27 25.7 64.3 100.0

42 40.0 100.0

63 60.0

105 100.0

one year

more than one year

five years

more than 5 years

more than 10 years

Total

Valid

SystemMissing

Total



TABLE 7.14.

If prefer oil on taste, how important it is?

1 1.0 2.6 2.6

12 11.4 31.6 34.2

19 18.1 50.0 84.2

6 5.7 15.8 100.0

38 36.2 100.0

67 63.8

105 100.0

less important

nor importantneitherdisimportant

more important

extremelyimportant

Total

Valid

SystemMissing

Total



35

TABLE 7.15.

If prefer oil due to low cholestrol level, how important it is?

1 1.0 2.6 2.6

2 1.9 5.1 7.7

12 11.4 30.8 38.5

24 22.9 61.5 100.0

39 37.1 100.0

66 62.9

105 100.0

less important


more important

extremelyimportant

Total

Valid

SystemMissing

Total



TABLE 7.16.

If prefer oil on purity, how important it is?

3 2.9 7.7 7.7

14 13.3 35.9 43.6

15 14.3 38.5 82.1

7 6.7 17.9 100.0

39 37.1 100.0

66 62.9

105 100.0

less important


more important

extremelyimportant

Total

Valid

SystemMissing

Total



36

TABLE 7.17.

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

1 1.0 2.6 2.6

3 2.9 7.9 10.5

12 11.4 31.6 42.1

18 17.1 47.4 89.5

4 3.8 10.5 100.0

38 36.2 100.0

67 63.8

105 100.0

least important

less important


more imortant

extremelyimportant

Total

Valid

SystemMissing

Total



TABLE 7.18

If prefer oil on packaging, how important it is?

1 1.0 2.6 2.6

3 2.9 7.7 10.3

14 13.3 35.9 46.2

12 11.4 30.8 76.9

9 8.6 23.1 100.0

39 37.1 100.0

66 62.9

105 100.0

least important

less important


more imortant

extremelyimportant

Total

Valid

SystemMissing

Total



37

TABLE 7.19.

If prefer oil on its transparency, how important it is?

15 14.3 39.5 39.5

14 13.3 36.8 76.3

9 8.6 23.7 100.0

38 36.2 100.0

67 63.8

105 100.0


more imortant

extremelyimportant

Total

Valid

SystemMissing

Total



38

TABLE 7.20.

Group $REAGH Reasons for using ghee

Pct of Pct ofCategory label Code Count Responses Cases

its healthy 1 28 34.6 43.1its pure 2 12 14.8 18.5it adds taste to food 3 41 50.6 63.1 ------- ----- ----- Total responses 81 100.0 124.6

40 missing cases; 65 valid cases

TABLE 7.21.

Group $ATTOIL Preffered attributes of oil


taste 1 18 16.4 42.9low cholestrol 2 38 34.5 90.5Purity 3 15 13.6 35.7Nutrition 4 14 12.7 33.3Packaging 5 13 11.8 31.0Transparency 6 12 10.9 28.6 ------- ----- ----- Total responses 110 100.0 261.963 missing cases; 42 valid cases

39

TABLE 7.22.

Group $DISHES Special dishes of ghee Pct of Pct ofCategory label Code Count Responses Cases

Parathas 1 29 40.8 82.9Halwas 2 16 22.5 45.7Choori 3 6 8.5 17.1for tardka purpose 4 20 28.2 57.1 ------- ----- ----- Total responses 71 100.0 202.9


TABLE 7.23.

Group $OCASION Occasional uses of ghee


Basant 1 1 5.9 9.1Islamic Festival 2 1 5.9 9.1Family Gatherings 3 11 64.7 100.0Formal get together 4 4 23.5 36.4 ------- ----- ----- Total responses 17 100.0 154.5


40

TABLE 7.24.

Group $ATTGHEE Preffered attributes of ghee


Taste 1 55 29.4 85.9Aroma 2 40 21.4 62.5Purity 3 29 15.5 45.3Nutrition 4 36 19.3 56.3Packaging 5 25 13.4 39.1Others 6 2 1.1 3.1 ------- ----- ----- Total responses 187 100.0 292.2


TABLE 7.25.

Group $REAOIL Reasons for using oil


its healthy 1 19 25.7 45.2its transparent 2 12 16.2 28.6easy to use 3 8 10.8 19.0its pure 4 5 6.8 11.9low cholestrol 5 23 31.1 54.8it adds taste to the food 6 6 8.1 14.3

41

others 7 1 1.4 2.4 ------- ----- ----- Total responses 74 100.0 176.2


42

TABLE 7.26.

Educational level of respondent * Cooking medium for daily meals Crosstabulation

Chi-Square Tests

10.880a 6 .092

10.202 6 .116

.006 1 .937

105

Pearson Chi-Square

Likelihood Ratio

Linear-by-LinearAssociation

N of Valid Cases

Value df

Asymp.Sig.

(2-sided)

5 cells (41.7%) have expected count less than 5. The minimumexpected count is 1.05.

a.

43

TABLE 7.27.

Which pack size do you usually buy? * Average pack life

Case Processing Summary

64 61.0% 41 39.0% 105 100.0%

64 61.0% 41 39.0% 105 100.0%

which pack size doyou usually buy? *Average pack life

which pack size doyou usually buy? *PurchaseFrequency

N Percent N Percent N Percent

Valid Missing Total

Cases

Chi-Square Tests

27.035a 25 .354

26.422 25 .385

4.335 1 .037

64

Pearson Chi-Square

Likelihood Ratio


N of Valid Cases

Value df

Asymp.Sig.

(2-sided)

33 cells (91.7%) have expected count less than 5. The minimumexpected count is .05.

a.

44

TABLE 7.28.which pack size do you usually buy? * Purchase Frequency

Chi-Square Tests

8.360a 10 .594

9.679 10 .469

1.311 1 .252

64

Pearson Chi-Square

Likelihood Ratio


N of Valid Cases

Value df

Asymp.Sig.

(2-sided)


a.

46

TABLE 7.29.

For what purposes you mostly use ghee? * how many units you purchase at a time?

Chi-Square Tests

8.384a 15 .907

10.412 15 .793

.569 1 .450

64

Pearson Chi-Square

Likelihood Ratio


N of Valid Cases

Value df

Asymp.Sig.

(2-sided)


a.

48

For what purposes you mostly use ghee? * how many units you purchase at a time? Crosstabulation

19 3 0 0 1 1 24

19.5 2.3 1.1 .4 .4 .4 24.0

79.2% 12.5% .0% .0% 4.2% 4.2% 100.0%

36.5% 50.0% .0% .0% 100.0% 100.0% 37.5%

29.7% 4.7% .0% .0% 1.6% 1.6% 37.5%

27 3 2 1 0 0 33

26.8 3.1 1.5 .5 .5 .5 33.0

81.8% 9.1% 6.1% 3.0% .0% .0% 100.0%

51.9% 50.0% 66.7% 100.0% .0% .0% 51.6%

42.2% 4.7% 3.1% 1.6% .0% .0% 51.6%

5 0 1 0 0 0 6

4.9 .6 .3 .1 .1 .1 6.0

83.3% .0% 16.7% .0% .0% .0% 100.0%

9.6% .0% 33.3% .0% .0% .0% 9.4%

7.8% .0% 1.6% .0% .0% .0% 9.4%

1 0 0 0 0 0 1

.8 .1 .0 .0 .0 .0 1.0

100.0% .0% .0% .0% .0% .0% 100.0%

1.9% .0% .0% .0% .0% .0% 1.6%

1.6% .0% .0% .0% .0% .0% 1.6%

52 6 3 1 1 1 64

52.0 6.0 3.0 1.0 1.0 1.0 64.0

81.3% 9.4% 4.7% 1.6% 1.6% 1.6% 100.0%

100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

81.3% 9.4% 4.7% 1.6% 1.6% 1.6% 100.0%

Count

Expected Count

% within For whatpurposes youmostly use ghee?

% within howmany units youpurchase at a time?

% of Total

Count

Expected Count



% of Total

Count

Expected Count



% of Total

Count

Expected Count



% of Total

Count

Expected Count



% of Total

for cookingdaily meals

for cookingspecial dishes

at specialoccassions

others

For whatpurposesyou mostlyuse ghee?

Total

1 2 3 4 5more

than 5

how many units you purchase at a time?

Total

49

TABLE 7.30.

Monthly household income (in rupees) * which pack size do you usually buy?

Case Processing Summary

64 61.0% 41 39.0% 105 100.0%

Monthly householdincome (in rupees) *which pack size doyou usually buy?

N Percent N Percent N Percent

Valid Missing Total

Cases

50

Monthly household income (in rupees) * which pack size do you usually buy? Crosstabulation

0 1 1 2 0 1 5

.2 .4 1.0 .6 2.1 .6 5.0

.0% 20.0% 20.0% 40.0% .0% 20.0% 100.0%

.0% 20.0% 7.7% 25.0% .0% 12.5% 7.8%

.0% 1.6% 1.6% 3.1% .0% 1.6% 7.8%

2 1 6 1 5 0 15

.7 1.2 3.0 1.9 6.3 1.9 15.0

13.3% 6.7% 40.0% 6.7% 33.3% .0% 100.0%

66.7% 20.0% 46.2% 12.5% 18.5% .0% 23.4%

3.1% 1.6% 9.4% 1.6% 7.8% .0% 23.4%

1 2 2 1 7 3 16

.8 1.3 3.3 2.0 6.8 2.0 16.0

6.3% 12.5% 12.5% 6.3% 43.8% 18.8% 100.0%

33.3% 40.0% 15.4% 12.5% 25.9% 37.5% 25.0%

1.6% 3.1% 3.1% 1.6% 10.9% 4.7% 25.0%

0 0 1 3 8 1 13

.6 1.0 2.6 1.6 5.5 1.6 13.0

.0% .0% 7.7% 23.1% 61.5% 7.7% 100.0%

.0% .0% 7.7% 37.5% 29.6% 12.5% 20.3%

.0% .0% 1.6% 4.7% 12.5% 1.6% 20.3%

0 0 0 1 4 1 6

.3 .5 1.2 .8 2.5 .8 6.0

.0% .0% .0% 16.7% 66.7% 16.7% 100.0%

.0% .0% .0% 12.5% 14.8% 12.5% 9.4%

.0% .0% .0% 1.6% 6.3% 1.6% 9.4%

0 0 3 0 0 1 4

Count

Expected Count

% within Monthlyhousehold income(in rupees)

% within whichpack size do youusually buy?

% of Total

Count

Expected Count



% of Total

Count

Expected Count



% of Total

Count

Expected Count



% of Total

Count

Expected Count



% of Total

Count

less than 15,000

15,001 - 30,000

30,001 - 50,000

50,001 - 70,000

70,000 - 100,000

100,001 - 1,50,000

Monthlyhouseholdincome (inrupees)

250gms 500gms one kg 2.5kg five kg ten kg


Total

51

TABLE 7.31.

EDULEVEL Educational level of respondentby $ATTOIL (group) Preffered attributes of oil

$ATTOIL

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

Percents and totals based on respondents

(Continued)

EDULEVEL Educational level of respondentby $ATTOIL (group) Preffered attributes of oil

$ATTOIL

Count Transpar Row pct ency Row

52

Col pct Total Tab pct 6 EDULEVEL 1 0 5 Matric .0 11.9 .0 .0 2 2 4 Intermediate 50.0 9.5 16.7 4.8 3 3 10 Graduate 30.0 23.8 25.0 7.1 4 7 23 Post graduate 30.4 54.8 58.3 16.7 Column 12 42 Total 28.6 100.0


42 valid cases; 63 missing cases

53

TABLE 7.32.

EDULEVEL Educational level of respondentby $ATTGHEE (group) Preffered attributes of ghee

$ATTGHEE

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


(Continued)

EDULEVEL Educational level of respondentby $ATTGHEE (group) Preffered attributes of ghee

$ATTGHEE

Count Others Row pct Row

54

Col pct Total Tab pct 6 EDULEVEL 1 1 6 Matric 16.7 9.4 50.0 1.6 2 0 9 Intermediate .0 14.1 .0 .0 3 0 30 Graduate .0 46.9 .0 .0 4 1 19 Post graduate 5.3 29.7 50.0 1.6 Column 2 64 Total 3.1 100.0



55

TABLE 7.33.

$REAOIL (group) Reasons for oilby HOWLONGO For how long have you been using oil?

HOWLONGO

Count one year more tha five ye more tha more tha Row pct n one ye ars n 5 year n 10 yea Row Col pct ar s rs Total Tab pct 3 4 5 6 7 $REAOIL 1 1 0 1 5 12 19 its healthy 5.3 .0 5.3 26.3 63.2 25.7 9.1 .0 33.3 31.3 27.9 1.4 .0 1.4 6.8 16.2 2 3 0 0 3 6 12 its transparent 25.0 .0 .0 25.0 50.0 16.2% 27.3 .0 .0 18.8 14.0 4.1 .0 .0 4.1 8.1 3 3 0 0 1 4 8 easy to use 37.5 .0 .0 12.5 50.0 10.8% 27.3 .0 .0 6.3 9.3 4.1 .0 .0 1.4 5.4 4 2 0 1 0 2 5 its pure 40.0 .0 20.0 .0 40.0 6.8% 18.2 .0 33.3 .0 4.7 2.7 .0 1.4 .0 2.7

5 2 1 1 4 15 23 low cholestrol 8.7 4.3 4.3 17.4 65.2 31.1% 18.2 100.0 33.3 25.0 34.9 2.7 1.4 1.4 5.4 20.3

56

6 0 0 0 2 4 6 it adds taste to the .0 .0 .0 33.3 66.7 8.1% .0 .0 .0 12.5 9.3 .0 .0 .0 2.7 5.4 7 0 0 0 1 0 1 others .0 .0 .0 100.0 .0 1.4% .0 .0 .0 6.3 .0 .0 .0 .0 1.4 .0 Column 11 1 3 16 43 74 Total 14.9 1.4 4.1 21.6 58.1 100.0

Percents and totals based on responses


57

TABLE 7.34.

COOKINGM Cooking medium for daily mealsby $REAGHEE (group) Reasons for using ghee

$REAGHEE

Count its heal its pure it adds Row pct thy taste to Row Col pct foo Total Tab pct 1 2 3 COOKINGM 1 4 1 6 11 only ghee 36.4 9.1 54.5 13.6% 14.3 8.3 14.6 4.9 1.2 7.4 2 1 0 0 1 only oil 100.0 .0 .0 1.2% 3.6 .0 .0 1.2 .0 .0 3 23 11 35 69 both ghee & oil 33.3 15.9 50.7 85.2% 82.1 91.7 85.4 28.4 13.6 43.2 Column 28 12 41 81 Total 34.6% 14.8% 50.6% 100.0



TABLE 7.35.

COOKINGM Cooking medium for daily mealsby $REAOIL (group) Reasons for oil

58

$REAOIL

Count its heal its tran easy to its pure low chol Row pct thy sparent use estrol Row Col pct Total Tab pct 1 2 3 4 5 COOKINGM 2 19 11 8 5 23 73 only oil 26.0 15.1 11.0 6.8 31.5 98.6% 100.0 91.7 100.0 100.0 100.0 25.7 14.9 10.8 6.8 31.1 3 0 1 0 0 0 1 both ghee & oil .0 100.0 .0 .0 .0 1.4% .0 8.3 .0 .0 .0 .0 1.4 .0 .0 .0 Column 19 12 8 5 23 74 Total 25.7 16.2 10.8 6.8 31.1 100.0%


(Continued)

Cooking medium for daily mealsby $REAOIL (group) Reasons for oil

$REAOIL

Count it adds others Row pct taste to Row Col pct the Total Tab pct 6 7 COOKINGM 2 6 1 73

59

only oil 8.2 1.4 98.6% 100.0 100.0 8.1 1.4 3 0 0 1 both ghee & oil .0 .0 1.4% .0 .0 .0 .0 Column 6 1 74 Total 8.1% 1.4% 100.0%



TABLE 7.36

60

Cooking medium for daily meals * For what purposes you mostly use ghee? * SEC Crosstabulation

Count

3 3

3 13 16

6 13 19

1 1

1 1 2

2 1 3

2 2

5 9 2 1 17

7 9 2 1 19

4 4

5 11 3 19

9 11 3 23

only ghee

both ghee & oil

Cooking mediumfor daily meals

Total

only ghee

both ghee & oil


Total

only ghee

both ghee & oil


Total

only ghee

both ghee & oil


Total

SECsec A1

sec A2

sec B

sec C

forcooking

dailymeals

forcookingspecialdishes

at specialoccassions others


Total

61

SEC * Cooking medium for daily meals * Monthly household income (inrupees) Crosstabulation

% within SEC

100.0% 100.0%

40.0% 20.0% 40.0% 100.0%

33.3% 16.7% 50.0% 100.0%

50.0% 50.0% 100.0%

41.7% 58.3% 100.0%

46.2% 53.8% 100.0%

44.4% 55.6% 100.0%

83.3% 16.7% 100.0%

50.0% 50.0% 100.0%

12.5% 25.0% 62.5% 100.0%

12.5% 12.5% 75.0% 100.0%

12.5% 33.3% 54.2% 100.0%

10.0% 50.0% 40.0% 100.0%

100.0% 100.0%

20.0% 20.0% 60.0% 100.0%

40.0% 60.0% 100.0%

9.5% 38.1% 52.4% 100.0%

50.0% 25.0% 25.0% 100.0%

75.0% 25.0% 100.0%

50.0% 50.0% 100.0%

30.0% 40.0% 30.0% 100.0%

50.0% 50.0% 100.0%

50.0% 50.0% 100.0%

100.0% 100.0%

100.0% 100.0%

25.0% 75.0% 100.0%

60.0% 40.0% 100.0%

60.0% 40.0% 100.0%

sec B

sec C

SEC

Total

sec A1

sec B

sec C

SEC

Total

sec A1

sec A2

sec B

sec C

SEC

Total

sec A1

sec A2

sec B

sec C

SEC

Total

sec A1

sec B

sec C

SEC

Total

sec A1SEC

Total

sec A1

sec B

SEC

Total

sec A1SEC

Total

Monthly householdincome (in rupees)

less than 15,000

15,001 - 30,000

30,001 - 50,000

50,001 - 70,000

70,000 - 100,000

100,001 - 1,50,000

1,50,001 - 2,00,000

2,00,000 or above

only ghee only oilboth ghee

& oil

Cooking medium for dailymeals

Total

62

8. APPENDIX C

FIGURE 8.1.



both ghee & oilonly oilonly ghee

Pe

rce

nt

60

50

40

30

20

10

0

FIGURE 8.2.



> than 10 years

> than 5 years

Five years

> than one year

one year

< than 6 months

Pe

rce

nt

100

80

60

40

20

0

63

FIGURE 8.3.



other

> than 1 month ago

two weeks ago

one week ago

two day ago

one day ago

Pe

rce

nt

50

40

30

20

10

0

FIGURE 8.4.



ten kgfive kg2.5kgone kg500gms250gms

Pe

rce

nt

50

40

30

20

10

0

64

FIGURE 8.5.

Purchase Frequency

Purchase Frequency

monthlyevery two weeksweekly

Pe

rce

nt

80

60

40

20

0

FIGURE 8.6.



others

at special occassion

for cooking special

for cooking daily me

Pe

rce

nt

60

50

40

30

20

10

0

65

FIGURE 8.7.



extremely important

more important

nor important neight

less important

least important

Pe

rce

nt

70

60

50

40

30

20

10

0

FIGURE 8.8.



extremely important

more important


less important

Pe

rce

nt

70

60

50

40

30

20

10

0

66

FIGURE 8.9.



extremely important

more important


less important

least important

Pe

rce

nt

40

30

20

10

0

FIGURE 8.10.



extremely important

more important


less important

least important

Pe

rce

nt

50

40

30

20

10

0

67

FIGURE 8.11.



extremely important

more important

nor important neithe

less important

least important

Pe

rce

nt

60

50

40

30

20

10

0

FIGURE 8.12.



more than 10 years

more than 5 years

five years

more than one year

one year

Pe

rce

nt

70

60

50

40

30

20

10

0

68

FIGURE 8.13.



extremely important

more important


less important

Pe

rce

nt

60

50

40

30

20

10

0

FIGURE 8.14.



extremely important

more important


less important

Pe

rce

nt

70

60

50

40

30

20

10

0

69

FIGURE 8.15.



extremely important

more important


less important

Pe

rce

nt

50

40

30

20

10

0

FIGURE 8.16.



extremely important

more imortant


less important

least important

Pe

rce

nt

50

40

30

20

10

0

70

FIGURE 8.17.



extremely important

more imortant


less important

least important

Pe

rce

nt

40

30

20

10

0

FIGURE 8.18.



extremely importantmore imortantnor important neithe

Pe

rce

nt

50

40

30

20

10

0

71

brm project

Documents

ghee industry

usage of ghee

desi ghee

research proposal

ghee oil consumers

quantitative research

business research

urban areas unpacked