INDEX

SL.NO Particulars Page. No

1 Executive summary 4

2 INTRODUCTION

Indian oil market

Indian market as a hierarchical

5-7

3 Industry profile

Company Profile

Product profile

8-11

12-18

19-25

4 MARKETING RESEARCH

Identification of problem

Objective of the study

Scope of the study

Research methodology

Analysis techniques

Limitation of the study

26-33

5 DATA ANALYSIS & INTERPRETATION

Findings

Conclusions

Suggestions

Bibliography

Annexure

34-46

47-48

49-50

51-52

53-53

54-57

BABASAB PATIL 1

EXECUTIVE SUMMARY

BABASAB PATIL 2

EXECUTIVE SUMMARY

INTRODUCTION:

KOF has modern edible oil packaging plant in Hubli. Various types of

edible oils are packed in sachets, Bottles, and Barrels to suit the market

requirements. NDDB also utilize the surplus capacity of the packing plant to

pack "Dhara Health"-a premium sunflower oil brand of Nation Dairy

Development Board's (NDDB). The project has got a packaging plant in Hubli

with a capacity of 250 tones per month edible oil.

All these Products carry the Government of India’s "AGMARK" seal

which is a certification that ensure the purity and quality of the products.

This project deals with the “social class & its influences on buying behavior in

Hubli city”. In this project problem is to know the Status of the customer is

effect on buying KOF oil.

The report is based on the data collected from the relative category of

customers.

The study reveal that at present advertising of KOF oil is very poor when

compare with the other Brands.

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1. INTRODUCTION:

Indian market as a hierarchical

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UPPER

CLASS

UPPER MIDDLE CLASS

LOWER MIDDLE CLASS

LOWER CLASS

Indian market as a hierarchical

In Indian oil market, social class categories usually are ranked in a

hierarchy ranging from low to high status.

Consumer may purchase certain product or oil because these oils are

favored by members of their own or a higher social class this hierarchical

aspect of social class is important to marketers.

The classification of society’s member into a small number of social

classes has enabled researchers to note the existence of shared values, attitudes

& behavioral patterns among the members within each social class & differing

values between social classes.

Social class categories in buying the KOF oil

Little agreement exists among sociologist on how many distinct class divisions

are necessary to adequately describe the class structure of the oil market. In

divided the specific communities into 4 social class structures. Which are

1) LOWER CLASS

2) LOWER MIDDLE CLASS.

3) UPPER MIDDLE CLASS.

4) UPPER CLASS

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INDUSTRY PROFILE

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INDUSTRY PROFILE

India is the fourth largest oilseed producing country in the world, next only to USA, Chain and Brazil, harvesting about 25million tones of oilseeds against the world production of 250 million tones per annum. Since 1995, India share in world production of oilseeds has been around 10 percent. Although, India is a major producer of oilseeds, per capita oil consumption in India is only 10.6 kg/annum which is low compared to 12.5 kg/annum in China, 20.8 kg/annum in Japan, 21.3 kg/annum in Brazil and 48.0 kg/annum in USA.

Many varieties of oilseeds along with tree origin oilseed are cultivated in India. Among these, the major oilseeds are soybean, cottonseed, Groundnut, sunflower, Rapeseed, Sesame seed, Copra, Linseed, Castor seed and palm Kernels. India occupies the place of pride as the world’s largest groundnuts, Sesame seeds, Linseed and Castor seeds. In India, oilseeds are grown in an area of nearly 27 million hectares across the length and breadth of the country. Depending on the period of cultivation, the oilseeds are classified as ‘Kharif Crop’ and ‘Raby Crop’. The Kharif Crop that is dependent on the monsoon is harvested around October-November each year. On the other hand the Raby Crop is harvested around March-April each year. The edible oil industry of the country comprises of 50,000 expellers, 600 solvent extraction plants, 300 vegetable oil refineries and 175 hydrogenation plants. The edible oil sector occupies a district position in Indian economy as it provides jobs to millions of people, achieves on an average a domestic turnover of US $ 10 billion per annum and earns foreign exchange of US $ 90 billion per annum.

According to an estimate by national counsil of applied economic research (NCAER), in the year 2000-2001, the demand for edible oil was projected at 10 billion tons against the domestic production of 6.7-7.0 million tones. The short fall of 3.0-3.3 million tons was expected to be met by importing edible oil in India. It is predicted by NCAER that in the year 2015, the demand for the edible oil in India would be 20million tons per annum. Considering the present domestic edible oil supply of 7 million tons per annum, a short fall of 13 million tons per annum is envisaged in the year 2015. to bridge this gap , a growth rate of 15p% per annum would be required in edible oil production in the country. Currently, edible oil growth rate in India is only 4%.

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In the event of failure to achieve the required growth rate, India would continue to spend huge foreign exchange on import of edible oil. The major oilseeds grown in India are the Groundnut, Rapeseed and Mustard, Sesame, Castor, Linseed, Sunflower and Soyabean. Among the edible oilseeds Groundnut uses for nearly 65% of the area under oilseed cultivation constitute nearly half of the indigenous edible oil production.

This is followed by Rapeseed-Mustard, which accounts for nearly 30% of the area. In the post-green revolution period, yield of rapeseed-mustard improved, but groundnut yield have experienced no such improvement expect in irrigated areas and in certain tracks where improved farm practice are applied. During the planning period, the overall groundnut production increased slightly about 2% per year but progress was uneven. For example, the Saurashtra region of Gujrat state recorded a rise of about 5% , but in vast tracks of Maharashtra, Karnataka and North Gujrat, production has decline recent year.

Highly unstable yield and highly fluctuating prices are the crux of the groundnut problem. The unstable trends in ground nut yields are due to its total dependence on rainfall, which it self is erratic both spatially and temporally. This in turn makes the returns from groundnut low, very risky, and highly volatile. Therefore the former does not invest in much needed in puts such as improved seeds, seed treatment chemical, rhizome culture, pesticides, fungicides, and fertilizers, etc.

which are necessary to raise the per hectare yield. To encourage the former to invest in these in puts, it is necessary not only to create awareness of their benefits , but to make all of them available of the right time, in appropriate quantity and at a price that within the farmer’s reach. The former also needs to be assured of reasonable prices for the products. This can be realized only if the oil seed processing and marketing of oil seed products are done by the farmers themselves.

Speculative marketing practice and high profit margins characterized the industry. The trades and other intermediaries have a powerful hold in the oilseeds and oil trade, both in the domestic as well as export markets. They have contributed to the high degree of instability in the edible market through hording, illegal forward trading, and speculation. The speculative operation of the private trade has deleterious effects on the incentive of the farmer during the years of good production and on the welfare lf consumers in periods of shortage. Oilseeds in general are grown as a rain-fed crop. Resulting marked seasonality in arrival of the cropin the market.

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The bulk of the crop is received in the mandis (local market) during October-November, when traders, collective action, depress prices. The price decreases all the more if there is a bumper crop, as in 1975/76. They tend to avoid purchases till the farmers are ready to accept prices dictated by them. The formers are unable to with hold their produce as they need cash immediately after harvest, and are at the mercy of the hard end traders. The reward fpr increasing production is often running.

The intermediaries take double advantage of the seasonality of oilseed crops when they arterially jack up prices, specially of edible oil, in the off-season period, and particularly when the oncoming year not expected to be a normal one. Thus the marketing of oilseeds and their products is subject to high degree o f exploitation, and is self-degenerating. These problems are too complex to be solved by ad hoc measures, and call for an integrated approach towards restructuring the entire edible oil sector oilseed production, processing, and marketing so that growers are not robbed of their returns and consumers are saved from exploitation.

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COMPANY PROFILE

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COMPANY PROFILE

A Profile and Success Story of KOF:

Government of India in mid 1980's started the "Technology Mission on Oilseed and Pulses" (TMOP) in order to enhance productivity in oilseeds and make India self sufficient in edible oil. On 22.8.1984 Government of Karnataka approved the implementation of Nation Dairy Development Board's (NDDB) project "Restructuring Edible Oil& oilseeds Production and marketing' in Karnataka keeping in mind the objectives laid down in the TMOP.

The Karnataka Co-operative Oilseeds Growers Federation Limited (KOF), the Agency Entrusted with implementation of the Project, Was registered on 26th October 1984, under the Karnataka Co-operative Societies Act. The project, which was inspired by the Anand Model of Milk Co-operatives, is designed to create an integrated Co-partite System of production, procurement, processing of Oilseeds and marketing of edible oil and its bi-products.

This project aimed at establishing a direct link between the producer and the consumer by eliminating middlemen. Village level primary co-operative society’s were organized by making the oilseeds growers as members in turn these primary co-operative societies became the members of the apex body at the state level till June1990.

During the second phase of the project the structure has been re-organized to a three tier cooperative structure with the village level Oilseeds Growers' Cooperative societies affiliated to Regional Unions organized at the district level and in turn the Regional Unions have been affiliated to the state level Federation.

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The three Regional Unions, registred on 03rd June 1990, are as shown below.

Union I : Raichur, Gulbarga, Koppal and Bidar districts. Union II : Bellary, Chitradurga, Davangere and Tumkur districts Union II I: Dharwad, BIjapur, Haveri, Gadag, Bagalkot and Belgaum districts.

Company Objectives:

To carry out activities conducive for economic and socio-economic development of Oilseed growers by efficient marketing of commodities.  To carry out activities of production, procurement and processing of commodities for economic development of oilseeds growers through the affiliated oilseeds unions.  To develop and expansion into such other allied activities as may be conducive for the promotion of edible oil industry, improvement of land, increase of productivity of oilseeds per ha. and economic development of those engaged in oilseeds production.

Board of directors

1. Shri. A.S. Jolle

2. Shri. B.T. Benakatti

3. Shri.V.B. Chikkareddi

4. Shri. C.C. Sannagodar

5. Shri. F.H. Agasimani

6. Shri. S.B. Patil

7. Shri. D.S. Alagonda

8. Shri.S.R. Timmannavar

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OILSEEDS GROWERS CO-OPERATIVES (OGC)

At Village level as on 31.03.1999, 390 OGCS have been organized covering 3197 villages with member oilseed area of 3,65,315 hectares. The number of member are 1,53,625. guidance and supervision from the Regional Unions.

To encourage production and productivity of oilseed by giving guidance and technical assistance to members.

To procure oilseeds from the Oilseed Growers at their door step.

To undertake necessary agricultural extension for the benefit of member growers.

To provide technical input to member growers.

To market edible oil and other products manufactured by the Regional Unions.

Area Agronomic Centre, (Keremathihalli in Haveri District) :

The Federation has been giving highest priority for increasing the supply of improved seed. Towards this end, the Federation has set up an Area Agronomic Centre at Haveri with net cultivable area of 23.2ha, where various techniques for multiplication of breeder seeds and adaptive research is carried out. This farm is situated at Keremathihalli village in Haveri district where it also functions as demonstration centre for trials and improved methods of cultivation.

Training centre:

The federation has set up a training Centre along with the Area Agronomic Centre to train the field staff, society secretaries, demonstration growers, seed grower members etc.

Processing Plants:

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The project has got a processing plant at Hospet in Bellary district with a capacity of 250 tones per day Groundnut Crushing, a 50 TPD sunflower crushing capacity, a 100 TDP solvent extraction plant and a 50 TDP continuous refinery. This plant comes under Hospet Regional Union.

The Raichur Regional Union has an Oil Processing plant at Raichur with facilities of 140 TDP oilseeds crushing,70 TDP solvent Extraction, 20 TDP refinery and 100 TDP cottonseed preparatory section. The plant was purchased from Karnataka Agro Proteins Ltd, at a total cost of Rs.2.46 cores during the year1992.The Federation under its direct control has a crushing unit situated at Devanagere acquired from Karnataka Co-operative Marketing Federation with 50 TDP Groundnut crushing capacity, during July 1992 at a total cost of Rs.1.25 cores.

Oil Packaging station, Whitefield

KOF has modern edible oil packaging plant at Whitefield, Bangalore. Various types of edible oils are packed in sachets, Bottles, jerry cans and Barrels to suit the market requirements. NDDB also utilize the surplus capacity of the packing plant to pack "Dhara Health"-a premium sunflower oil brand of NDDB.

Marketing

KOF and its regional Unions are marketing edible oils consumer packs the extent of 1300 MTs per month. OF is the brand leader in "Safal" Double filtered Groundnut oil, since last 15 years Even in spite of server competition from national players and Regional players KOF has a consistent growth in consumer marketing activities. KOF’s major strength is consistent quality and timely supplies. OF is also catering edible oils to major factory canteens (both private and public sectors) in and around Bangalore. KOF has got strong distribution network all over Karnataka which is the backbone in FMCG marketing.

KOF markets following edible oils under the corporate brand name of "Safal" in consumer packs:

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Safal - Refined/Feltered

Groundnut OilSafal Sunglod

- Sunflower Oil

Safal premium

- Refined Sunflower Oil

Safal - Pure Coconut OilSafal - Pure Farm Fresh

Peanuts.

All these Products carry the Government of India’s "AGMARK" seal which is a certification that ensure the purity and quality of the products.

Financial Performance:

KOF and its three Regional Unions started posting profits consistently from the last four years. During the year 2002-03. KOF and regional unions are likely to post the net profit. Through the vegetable oil industry is sick due to edible oils imports under OGL, KOF and its Regional Oil Union have survived and started posting net profits. This achievement is possible to KOF because of dynamic and dedicated Board, Officers, Employees, strong marketing network and grass root village level farmers networks to source the raw materials.

Cost Cutting:

KOF and its Regional Unions have reduced its administrative overheads to the tune of 35% and also reduced the man power strength by implementing Voluntary Retirement Scheme (VRS) and almost 25% of the manpower is reduced.

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PSS Operation:

KOF is acting as sub agent of Nafed in Karnataka for PSS operation. This avoids distress sale of oilseeds by the farmer of Karnataka state. KOF procured oilseeds under support price scheme from village level co-operative societies. KOF has procured huge quantities of oilseeds during 1999-2000 up to 2002-2003.Farmers are happy with the PASS operation undertaken by KOF.

AWARDS:

Second Best Productivity Award from the national productivity Council during 1985-86Best Productivity Award during 1987-88 for its over all progress in the Oilseeds sector form the National productivity Council.

International Diamond Star Award for Quality form national Institute of Marketing Mexico during the year 1994-95.

Award for excellence and commitment to quality of the year 1995-96 by national Productivity Council.

Certificate of Merit Award for the year 197-98 in the category of Marketing and Oilseeds Federations sector from National Productivity Council, New Delhi.

Second Best Productivity Award for the year 1998-99 in the category of Marketing & Oilseeds Federations Sector From National Productivity Council, New Delhi

First Award For the year 2002-03 and second Award for the year 2003-04 form National Productivity Council, New Delhi.

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PRODUCT PROFILE

PRODUCT PROFILE:

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Safal Double Filtered Groundnut Oil

Safal Double Filtered Groundnut oil is produced from selected farm fresh Groundnuts in a very hygienic condition without loss of any natural vitamins, original in nature having more shelf life without any artificial preservatives.

The oil contains all natural vitamins and rich in taste having traditional importance called as king of oils. Safal Double Filtered Groundnut Oil is well nutritioned oil preferred by all age groups / house holds and most popular / highest selling brand in Karnataka.

Safal Double Filtered Groundnut Oil is available in consumer packs like ½ Ltr / 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry can and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels for usage by Hotels, canteens, caterers, sweet stalls etc.

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Safal Golden Refined Groundnut Oil

Safal Golden Refined Groundnut Oil is manufactured out of original groundnut oil produced from selected quality Groundnuts. The oil is Refined suit to modern taste / food style by reducing the colour / removing the odor while maintaining all natural nutrition / vitamins. The most preferred Refined oil for preparing premium range sweets / other dishes by above middle class / high income groups.

Safal Golden Refined Groundnut Oil is available in consumer packs like 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry can and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels for usage by Hotels, sweet / confectionery units, Bakeries etc..

BABASAB PATIL 19

Sungold Refined Sunflower Oil

Sungold Refined Sunflower Oil is arrived from original Sunflower seed Oil, light in colour without having odor and wax. The MUFA (Mono Unsaturated Fatty Acid) in the oil helps in maintaining the cholesterol level in the human blood and helps in protecting health from heart related diseases. The oil is rich with “C” and “E” vitamins naturally available in the Sunflower oil and most popular / widely accepted oil in Refined oil range.

The Sungold Refined Sunflower Oil is pure and the only oil with AGMARK certification, available at most reasonable price. The Sungold Refined Sunflower Oil is most preferred Refined oil by house holds and bulk users like Hotels, Canteens, Sweet stalls, Caterers etc.. for its reusable quality without having any unliked odor.

Sungold Refined Sunflower Oil is available in consumer packs like ½ Ltr pouch / 1 Ltr pouch / Pet Bottle, 5 Ltr Jerry cans / Pet jars and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels.  

Sunsafal Refined Sunflower Oil

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Sunsafal Refined Sunflower Oil is processed from good quality Sunflower Oil and made available to the consumers at very economical price. The oil does not have wax, odor and light in colour suit to all the segments of consumers like households, Hotels, Canteens, Sweet stalls, Caterers etc..

Sunsafal Refined Sunflower Oil is available in consumer packs like ½ Ltr pouch / 1 Ltr pouch / 5 Ltr Jerry cans / Pet jars and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels.  Uttam RBD Palmolien

Uttam RBD Palmolien is good in quality and arrived out of imported Palmolien does not have any odor, wax and having more shelf life for the fried dishes. The RBD Palmolien helps in maintaining low cholesterol level in the blood and economically priced reaching all the income groups customers and most preferred by the commercial users like Hotels, Caterers, Bakeries, Condiments / Confectionery Units etc. 

Uttam RBD Palmolien is available in consumer packs like 200 Ml pouch / 1 Ltr pouch and Bulk packing of 15 Ltr / 15 kg Tins / 100 kgs HDPE Barrels.

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Suguna Refined Soyabean Oil

Refined Soyabean Oil is rich nutrition and most popular / widely used oil in western countries. Soyabean Oil is extracted from quality Soyabean seeds and further processed to reduce the colour and fishy odor which is inherent in the Soyabean. The Suguna Refined Soyabean oil is rich in nutrition with linolic acid contents in the oil which is good for health.

The Refined Soyabean Oil is best priced in the Refined oil range widely accepted by consumers and bulk users preferably by modern world Hotels, Fast food centers, Pizza corners, chines restaurants et

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 Safal Pure Coconut Oil

Safal Pure Coconut Oil is processed from selected copra arrived out of well grown Coconuts in South Indian coastal belts, having pleasing flavour and aroma finds extensive use in food, toiletry and industrial sectors because of its unique characteristics. Safal Pure Coconut Oil is light in colour, ideal for deep frying, better shelf life for fried products, ideal confectionery fat, gives better taste for traditional rich coastal foods.

Safal Pure Coconut Oil is also used as best cosmetic alternative since it is skin friendly oil, superior baby oil, good emollient on skin, skull and hair, gives softness to skin, protects skin from heat, nourishes the hair roots and provide gloss to hair and contains vitamin “E”.

Safal Pure Coconut Oil is available in economy range bulk packs for edible / cooking range like 1 Ltr / 1 Kg Jar, 5 Kg Jar, 15 Kg Tin / Jar and also available in various small pack sizes like 50 Ml / 100 Ml / 200Ml / 500 Ml Bottles convenient for cosmetic usage.

Safal Coffee Powder

Safal Coffee Powder is special blend manufactured from selected coffee beans produced in Chickmaglur. Chickmaglur is World famous Coffee beans producer and it’s quality having good flavour and aroma. Safal Coffee Powder is of 65:35 blend, 65% coffee powder is mixture of selected arabika and robsta beans.

Coffee powder is available in both powder and filter farm. Our coffee powder is specialized in good yield of coffee with good aroma smell and flavour. Coffee powder available in 500 gm, 200 gm, 100 gm and 50 gm packs at all leading counters in our area of operation.

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MARKETING RESEARCH

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Identification of problem.

Objective of the study.

Scope of the study.

Research methodology.

Analysis technique

Limitation of the study.

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MARKETING RESEARCH

Marketing research process involves identifying a management

problem or opportunity: Translating that problem or opportunity into a research

problem: & collecting, analyzing, & reporting the information specified in the

research problem.

A management problem deals with the decisions managers must make.

A research problem deals with providing information that will help

management make better decisions.

Our management has informed to me for doing the survey

determination of social class &its influence on buying behavior with respect to

KOF oil.

IDENTIFICATION OF PROBLEM

Statement of problem. The management problems reveal to know the status of customer is

effect on buying the KOF oil.

Research of the problem

The research problem is to get information from the customers & agents that

how to gear up sale of KOF oil.

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Objective of the study:

1. To know the customer stratification & status influence on buying the

KOF Oil.

2. Determining the awareness of consumer towards the KOF Oil.

3. To aware the status-symbol potential, tastes, preferences of product

&brand.

4. To study the different promotional tools to pursue customer of different

strata.

5. To know the purchasing factors influencing regarding buying the KOF

Oil.

6. To study the nature of purchasing of oil among the different strata

(Class).

SCOPE OF THE STUDY:

Scope of the study refers to the area that going to consider for the

study. I have done the survey in Hubli city.

The study Is purely based on the survey conducted in Hubli city and

has been focused on all the customer of oil.

I have divided the whole Hubli city in to 4 areas those are:

Keshapur

C B T

Gokul Road

Unakal

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RESEARCH METHODOLOGY

Methods or methodology refers to the research approach that is going to be

used in the research. Research Approach refers to the approach used in

conducting a research. It includes statement of problem, setting objective,

methodology used for collecting data and data analyzing.

Marketing research designs specify the procedure conducting a research

project.

Category of research

It is the descriptive research, because it is focused on the problem &

variables, which influence the problem. It includes consumers study, market

potential study and attitude surveys. This study relies mainly on secondary data

sources and survey research.

Descriptive research designs will be part of research so as to analyses the

collected data in detail and evolve some suggestions to the problem. This is

used to collect data from oilseeds customer.

DATA COLLECTION METHODS:

In the research method I have used the methods for data

collection namely primary data and secondary data.

Primary data:

Primary data means the data which are gathered specially for project at directly

through the questionnaire and interview.

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Secondary data:

These are the data collected for some purposes other than for helpping to solve

the problem at hand. In this research secondary data are used from the

Old project report

Internet

Annual report

METHOD OF SAMPLING

Defining population: The population is defined in terms of (a) Element, (b)

Units (c) Extent (d) Time

In a city like Hubli where a population more than 15 lakhs, each person

opinions cannot be sought so the respondents where chosen randomly from 4

areas of Hubli.

(a) Sampling element; all consumer of oil

(b)Sampling units: This survey is conducted in Hubli city. The city is divided

into 4 area those are:

Keshapur

C B T

Gokul Road

Unakal.

(c) Sampling frame: Telephone directory, Retailers database, & Supermarket.

(d) Sampling method: Random sampling method. it is a way the sample units

are selected.

(e) Sampling Size: The sample size is 50.

(f) Extent: Hubli city.

(g) Time: During the period of 15th April to 30th may.

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ANALYSIS TECHNIQUE:

Enhances the accuracy of the study & verify the variables involved in the

problems few hypothesis test are stated as below. These hypotheses are

statistically tested with the help of “Z” test.

HYPOTHESIS TESTING

1) a) Ho = More than 25% of market share is covered by the KOF Oil.

2) b) H1 = Less than 25% of market share is covered by the KOF Oil.

2) a) Ho = More than 25% of respondents are influencing the fragrance of

oil.

b) H1 =Less than 25% of respondents are influencing the fragrance of oil.

3) a) Ho =More than 70% of people are come to know KOF Oil in

newspaper & Magazine.

4) b) H1 = less than 70% of people are come to know KOF Oil in newspaper &

Magazine.

5) a) Ho = More than 30% of people are purchase KOF Oil in supermarket.

6) b) H1 = Less than 30% of people are purchase KOF Oil in supermarket.

Tools used for analysis

For the easy understand purpose, I analyzed research data with the help of

analysis tools like Table, Bar-diagram & pie chart.

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LIMITATION OF THE STUDY

1) The sample was chosen randomly which may not be an actual

Representative of the total population due to which there may be an error.

2) Some respondents hesitant to respond the personal information.

3) The information given by the customer was deemed to be correct &

Validation is not question.Limited source of secondary data.

4) Many of the respondents gave a negative answer in order to finish the

Interview quickly which has affected the study.

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DATA ANALYSIS AND

INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION

1) Table showing the major types of customer’s education profile.

Education profile Respondents

High school 8

College 15

Graduate 21

Post graduate 6

From the table shows 50 respondents, 16% are high school, 30% are colleges,

and 42% are graduate, 12% are post graduate respondents.

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2) Table showing the family income in the month of respondents.

Income Respondents

3000 – 5000 8

5000 – 10000 15

10000 – 20000 21

Above 20000 6

From the table showing that out of 50 respondents, 16% of people income is

3000- 5000, 30% people income is 5000 – 10000, 42% of people income is

10000 – 20000, 12% people income is above 20000.

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3) Below table showing the respondents are using different edible oil?

Soaps No. of respondents Percentage

Ruchi gold 15 30

KOF oil 10 20

Gemini 6 12

Raag 8 16

Akshata 6 12

Sunflower 5 10

From the table show that out of 50 respondents. 30% of respondents using

RuchiGold 20% of respondents using KOF oil, 12% of respondents using

Gemini, 16% of respondents using Raag, 12% of respondents using 8 Akshata

10% of respondents are using Sunflower.

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4) Below table showing the factors influencing to using any oils?

Factors Respondents

Fat content 4

Fragrance 13

Packaging 3

Advertisement 14

Brand name 3

Affordable price 13

From the table show that out of 50 respondents 8% of people told Fat content is influencing factors, 26% of people influencing fragrance, 6% of people influencing packaging, 28% of people influencing advertising, 6% of people influencing brand name and 26% of people influencing affordable price.

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5) Table showing the market share of KOF.

Oil Respondents

Karnataka oil federation 10

Others 40

From the above table showing out of 50 respondents 10 respondents are using

KOF oil and 40 respondents are not using KOF oil.

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6) Below table showing different effective

advertisement media’s influencing to the awareness the

KOF oil.

Media Respondents

Relative 12

News paper and magazine 15

Advertisement in TV 13

Friends 10

Internet 0

From the table show that out of 50 respondents 12 respondents are came to

know from relative.

15 respondents are come to know from News paper and magazine.

13 respondent are came to know from advertisement in TV.

10respondents are come to know from friends.

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7) Below table showing No. of times respondents are buying KOF oil in the month?

Month Respondents

Once 2

Twice 6

Thrice 1

Weekly 1

From the table show that out of 10 respondents 2 respondents are buying once a

month.

6 respondents are buying twice a month.

1 respondent are buying thrice a month.

1 respondent are buying per weekly.

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8) Below table showing size of oil respondents are normally using.

Size of soap Respondents

1litter 22

5litter 15

10litter 13

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9) Below table showing the purchasing place of respondents.

Purchase place Respondents

Retailers 27

Super market 15

Big bazaar 5

Ganesh bazaar 3

From the table showing out of 50 respondents 27% of respondents is buying

retailer shop.

15% of respondents are buying supermarket

5% of respondents are buying Big Bazaar.

5% of respondents are buying Ganesh Bazaar.

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10) Below table showing the promotional tools to pursue the respondents.

Tools Respondents

Discounts 24

Gifts 16

Extra 10

No offer 0

From the table out of 50 respondents, 24% of respondents discount in

motivational factors16% of respondent’s toled gift 10% of respondents tolled

told extra is the motivational factors.

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11) Below table showing level of satisfaction of KOF oil.

Satisfaction level Respondents

Excellent 21

Very Good 16

Good 13

Fair 0

From the table show out of 50 respondents, 21% of respondents are told

excellent in fragrance, 16% of respondents are told well in fragrance, 13% of

respondent are told ok in fragrance. And no one tol poor in fragrance.

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12) Below table showing the factors are affecting for not using the KOF oil.

Factors Respondents

Brand name 9

Low fragrance 5

Non – awareness 5

Non – availability 0

High price 18

Not feeling freshness 13

From the table shows that out of 50 respondents 9% of respondents are told

weak in brand name, 5% of respondents told fragrance, 5% of respondents are

told Non - awareness, N0 one told non availability, 18% of respondents are told

high price, 13% of respondents are told not feeling freshness.

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FINDINGS

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FINDINGS

1) From the collected data it is found that respondents are very sensitive

with quality. In survey 26% respondents are influenced by fragrance as their

first preference.

2) From the survey it is also found that 28% of the respondents are

influenced by advertisement. However, the customer retention an

advertisement is essential.

3) From the survey 50% of the respondents told that Newspaper and

magazine are the effective media in buying KOF oil.

4) It is also found that company has good reputation for its fragrance.

5) It is also found that 60% of respondents are motivated gifts.

6) It is also found that 47% of respondents told KOF oil is a very high price.

7) It is an also found that upper middle class are using KOF oil.

8) It is also found that 60% of respondents buying in retailers shop because

of it may be convenient to the consumers.

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CONCLUSIONS

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CONCLUSIONS

1) From the overall study it can be concluded that company is working

efficiently right from production process to the marketing and also

2) The upper middle class people are using because of high fragrance.

3) The education profile is important when buying KOF oil. The

competitors advertising and sales promotional strategies are satisfactory to in

this area they can adopt or choose effective advertisement media and effective

sales force strategy to boost the sales.

4) Even though company has good reputation with potential staff, it

requires further modified market policy to survive with the competitive

products in the study area.

5) The important social class variable is education; occupation and income

will effects buying the KOF oil. The social classes focus on specific consumer

research that relates to social class to the development of marketing strategy.

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SUGGESTIONS

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SUGGESTIONS

1) The KOF Company is personal care product. Hence the company may

identify the attitudes, beliefs, perception, and taster & properly note the

existence of shared values. For ex. Fat, sticky, etc.

2) The company can give more and a more sales promotions to the

consumers, the sales promotions like samples, price off, gift, etc because the

consumers are price sensitive.

3) For making awareness for KOF oil they have to give the advertisement in

TV, Newspapers and magazine, wall paints.

4) The company may conduct more and more consumer meeting, door-to-

door survey.

5) Fixing the price according to interest of people with respect to

competitors.

6) Attending any complaints immediately.

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QUESTIONNAIRE

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QUESTIONNAIRE

Dear, sir /madam I am pleased to introduce my self as a MBA student. As a part of my curriculum activity. I am conducting survey on “SOCIAL CLASS & IT’S INFLUENCE ON BUYING BEHAVIOR WITH RESPECT TO KOF OIL”. So I would be pleased if you spent your precious time in completing this questionnaire.

1. Name & Address: ------------------------------------

------------------------------------

------------------------------------

2. Sex : Male Female

3. Age :

4. Family size : 1-2 3-5 6-10 above 10

5. Education : High school College Graduate Postgraduate

6. Occupation : Govt-Employee Pvt-Employee Business men Landlord

Student If any specify:

7. Family income : 3000-5000 5000-10000 (Per month) 10000-20000 20000-25000

8. Which brand of oil you are using presently? ------------------------------

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9. Which factors have influenced you to use the KOF oil? Fat content Fragrance

Packaging Advertisement Brand name Affordable Price

10. Are you using KOF oil?

Yes No

(If Yes Continue, else go to question No 18)

11. How you come to know about KOF oil?Relative’s Newspaper & MagazineAdvertisement in TV Friends

Internet If any: ----------------------

12. How many times do you buy oil in a month?Once a month twice a month

Thrice a month weekly

13. What is the size oil you normally use?

1lit 5lit 10lit

14. Where do you purchase the KOF oil?

Retailer’s Super market

Medical shop Big Bazaar

15. Which of the following offer are you more motivated?

Discount Gift Extra NO offer

16. To what extent are you satisfied with the price of the KOF oil.

Extremely well Extremely poor __________________________________________________

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17. What is the level of satisfaction with regard to fragrance of KOF oil?

Excellent Good Ok Poor

18. Why you are not using KOF oil? Brand name Low fragrance

Non awareness Non-availability High price Not feeling freshness

19. How do you rate the following edible oil?

1. Ruchi gold

2. KOF oil

3. Gemini

4. Raag

5. Akshata

6. Sun flower

20. Your Valuable suggestion for improving Quality of KOF oil.

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Good Poor

THANK -YOU

BIBLIOGRAPHY

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Marketing Management

By Philip Kotler.

Marketing Research

By. D.S. Tull & Hawkins

Marketing Research

By. D.D. Sharma

www.kof.co.in

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