analysis of various brand of soyabean oil
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PROJECT REPORT
On
ANALYSIS OF VARIOUS BRANDS OF
SOYABEAN REFINED OIL IN THE MARKET
SUBMITTED TO
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE OF
MASTERS IN BUSINESS ADMINISTRATION
Submitted by:
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ACKNOWLEDGMENT
Mere acknowledgement may not redeem the debt I owe to those who support during the
entire course of the project.
I am immensely grateful to ______________________, my project guide, who offered
me with his valuable suggestions and guidance and helped me focus on crucial aspects
that helped me add significant quality in my efforts in compilation of project.
Besides, I take this opportunity to express my gratitude to my parents, family members
and friends who encouraged me in the completion of this project work. Above all, I am
thankful to power beyond us who guided and helped me to complete the work.
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PREFACE
In this age of globalization hyper competition has become a regular feature. Today the
markets are no less then battlegrounds and one has to strive very hard for survival and
growth.
Due to very rapid industrialization all over the world the demand for the managerial
personnel and the administrative personnel has increased. The perfect study of
management involves both theoretical as well as practical aspects. To survive in this
highly competitive market Practical Knowledge is as relevant as the Theoretical.
The significance of MBA Degree is that the Theoretical aspects, which a student learns
throughout the year in the class sessions, can be practically applied through different
projects, which one undertakes. Keeping in tune with this doctrine, I have tried to apply
theoretical aspects throughout the project, which I learned under the course of
management.
In this project more emphasize given to study analyzing different brand of soya bean oil
available in the market, major players and their market share and customer preference.
I have tried my best to present this information as clearly as possible using basic terms
that I hope will comprehended by the widest spectrum of researchers, analysts and
students for further studies.
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TABLE OFCONTENTS
S.No Contents Page No(s)
Executive Summary
1 Industry profile
Edible oil market in IndiaTypes of oil commonly used in India
Consumption pattern of Edible oil in India
Recent Development
Future of Edible oil Industry
Soya Oil
Major players of Soyabean oil
Retailers say about different brand
Customers say about different brand
2 Objectives and Research Methodology
Research Methodology
Sampling Design
Sources of data collection
Limitations
3 Data Analysis and interpretations
4 Findings
5 Suggestions
6 Bibliography
7 Annexure
EXECUTIVE SUMMARY
Edible oil industry in India is a predominantly retail demand driven industry. The
industry has been flourishing lately given the constant expansion in retail segment
coupled with increased earnings.
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The objective of this research is to determine the customer as well as retailers
preferences regard ing diff erent soya bean brands which result in thei r market share. It
involves the study the consumers buying behavior and attitudes towards a variety of
attributes and factors, which help them in decision-making.
Firstly, I took five brands of soya bean refined oils; for a comparative study. I
got the companies broad background; their entry into the segment, their
positioning strategies of brands and other factors affect ing the consumers
buying behavior.
Later I went through the process of filling the questionnaires from 50 retailers
& 100 customers selling and consuming soya oil. Both retailers and customerswere taken into account to make this research more effective. Secondary data
from various sources like magazines, a journal etc has also been taken.
The findings showed that the retailers who sell various brands want more
margin and various packages as well and customers want some discount
schemes and soya bean oil at reasonable price between 40 -50. Moreover they
want after sale services.
But, at the end the research was limited due to small sample size, small sample
area and time constraints.
CHAPTER -1
INDUSTRY PROFILE
EDIBLE OIL MARKET IN INDIA
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Edible oils constitute an important component of food expenditure in Indian households.
The demand for edible oils in India has shown a compounded growth of 4.5% over the
last 10 years and is estimated at 16.2 million tonnes for Oil Year (OY) 2010-11. India
plays an important role in the global edible oil market, accounting for approx. 10.2%
share of consumption; 7% share of oilseed production; 5% share of edible oil production
and 13.6% share of world edible oil imports for year 2011-12. As per USDA estimates,
India is the third largest consumer of edible oils (after China and the EU-27 countries);
and accounts for 11% of global edible oil demand and 16% of global imports in OY
2010/11F.
Indias annual per capita consumption has shown a steadily increasing trend from 4 kg in
the 1970s to 10.2 kg in the late 1990s to 2012 of ~13.5 - 14 kg. However, it still ranks
well below the world average of around 24 kg (per capita figures including consumption
of bio-energy), thereby signifying the high growth potential of the industry.
The medium-to-long term demand outlook for edible oils in India is favourable(with
expected growth in the vicinity of 4-5% p.a.), catalysed by the growing population and
expected increase in per capita consumption which in turn would be driven by changing
lifestyles; growing urbanization; increasing proportion of middle class population and
steadily rising affluence levels.
India has15,000 oil mills, 689 solvent extraction units, 251 Vanaspati plants and over
1,000 refineries employing more than one million people. The total market size is at Rs.
600,000 Mln. and import export trade is worth Rs.130, 000 Mln.
,
India is estimated to account for around 5% of the worlds production of edible oils.
Though it has the largest cultivated area under oilseeds in the world), crop yields
tantamount to only 50-60% of the worlds average.
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In terms of volumes, palm oil, soyabean oil and mustard oil are the three largest
consumed edible oils in India, with respective shares of 46%, 16% and 14% in total oil
consumption in 2012.
With steady growth in population and personal income, Indian per capita consumption of
edible oil has been growing steadily. However, oilseeds output and in turn, vegetable oil
production have been trailing consumption growth, necessitating imports to meet supply
shortfall.
Climatic conditions in India favor growing a variety of oilseeds. On the demand side, a
growing population and vastly varied dietary habits have ensured a thriving market for
edible oil in the country. In fact, there is a substantial demand overhang, which is
expected to continue for some years. At present, this is offset by imports that cater to
almost half of the total domestic consumption. With cheap imports threatening to cripple
the domestic industry, the government is walking a tightrope between filling the demand
supply gap and the political need to keep the domestic industry in good health.
The Indian edible oil industry is highly fragmented, with the presence of a large number
of participants in the organised and unorganised sectors. This has resulted in severe
competition and inherently thin profitability margins. Further, the profitability of market
participants has also been vulnerable to risks emanating from weak harvests; commodity
price volatility and forex movements.Unorganized, medium and small players dominate
the industry. Hence, quality remains a concern. There is need for better regulatory control
to protect consumers.
Oilseeds in India account for around 5.0 percent of the Gross National Product (GNP)
and 14.0 percent of the country's area under cultivation of crops. Castor, Groundnut,
Linseed, Niger, Rapeseed, Mustard, Safflower, Sesame and Sunflower are some of the
major oilseeds grown. India produces 7 percent of the world's oilseeds, but has a low
productivity of around 850-900 kg per hectare (compared to a world average of around
1,100-1,350 kg per hectare).
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The amount of oil extracted from the seed varies with the type and quality of seed. In
many cases, the oil recovery rate is upwards of 30.0 percent with Sesame accounting for
a high 45.0 percent.
Domestic consumption of edible oils has been growing at 4.0-5.0 percent a year. The
consumption in 2011-12 was around 25.75 million tons. Non-packaged oils account for
nearly 50.0 percent of consumption in both urban and rural markets. In the remaining
50.0 percent contributed by packaged oils, branded oils constitute a small portion of
approximately 10 -15 percent.
Originally, there was no discrimination between refined and non refined edible oil as far
as import duty concerned. The duty on both was 65 percent.
Types of Oils commonly used in India.
India is fortunate in having a wide range of oilseeds crops grown in its different agro
climate zones. Groundnuts, mustard/rapeseed, sesame, safflower, linseed, Niger seed/
castor are the major traditionally oilseeds. Soya been and sunflower have also assumed
importance in recent years. Coconut is most important amongst the plantation crops.
Efforts are being made to grow oil palm in Andhra Pradesh, Karnataka, Tamil Nadu in
addition to Kerala and Andaman and Nicobar Islands. Among the non-conventional oils,
rice bran oil and cottonseed oil are the most important. In additional, oilseeds of tree and
forest origin, which grow mostly in tribal inhabited areas, are also a significant source ofoils.
Consumption Pattern Of Edible Oil In India.
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India is vast country and inhabitants of several of its regions have developed specific
preference for certain oils largely depending upon the oils available in the region. For
example, people in the South and West prefer groundnut oil while those in the East and
North use mustard/rapeseed oil. Likewise, several pockets in the South have a preference
for coconut and sesame oil. Inhabitants of northern plain are basically hard fat consumers
and therefore, prefer Vanaspati a term used to denote a partially hydrogenated edible oil
mixture. Vanaspati has an important role in our edible oil economy. Its production is
about 1.2 to 1.4 million tonnes annually. It has around 10% share of the edible of the
market. It has the ability to absorb a heterogeneous variety of oils, which do not generally
find direct marketing opportunities because of consumers preference for traditional oil
such as groundnut oil, mustard oil, sesame oil etc. For example newer oils like soyabean,
ricebran and cottonseed and oils from oilseeds of tree and forest origin have found their
ray to the edible pool largely through vanaspati route.
Of late, things have changed. Through technological means such as refining, bleaching
and de-odouraisation, all oils have been rendered practically colorless. Odorless and
tasteless, and therefore, have become easily interchangeable in the kitchen. Newer oils,
which were not known before they have entered the kitchen, like those of cottonseed,
sunflower, palm, oils or its liquid fraction (palmolein) soya bean and rice bran. About 60-
70% predominately groundnut and mustard seeds are used to make non-refined or filtered
oils. This tends to have a strong and distinctive test preferred by most traditional
customers. About 70% of these filtered oils produced are by the organized
and semi-organized sector plants producing f rom 2000-10000 MT per
month. It is often branded by large manufacturers. The lower quality and generally
lower c o s t f i l t e r e d o i l p r o d u c e d i s m a i n l y b y t h e s m a l l s c a l e
v i l l a g e b a s e d processor s. The o il i s most ly sold loose d i rect ly to the
consumers f rom a v a r i e ty o f c o n t a in e r s , o f t e n w i t h in 2 - 3 d a y s o f p r o d u c t i o n . Th e s e l o c a l c r u s h e r s w i l l p r o d u c e b e t w e e n
h a l f a n d t w o M T s p e r m o n t h . T h i s decentralized production and
marketing pattern may account for around 20%o f a l l e d i b l e o i l s i n t h e
c o u n t r y . The share of raw oils refined oils and vanaspati in the total edible oil
market is estimated at 42%, 48%and 10% respectively.
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S o y b e a n i s t h e t h i r d l a r g e s t o i l s e e d c r o p i n India n e x t t o G r o u n d n u t
& Mustard and accounts for 25% of the total oilseeds produced in the country in a year.
Soya oil contributes about 10% of total vegetable oils produced in the country .
Groundnut is the most widely consumed and traded edible oil
d e t e r m i n i n g e d i b l e o i l e c o n o m i c s . I n d i a i s t h e w o r l d s
s e c o n d l a r g e s t producer of groundnut, next only to China. But groundnut being
primarily a K h a r i f ( m o n s o o n ) c r o p i s v u l n e r a b l e t o v a g a r i e s o f
m o n s o o n a n d a l s o speculative activities.
While mustard oil is almost entirely produced within the country, soyabean oil is
imported in significant quantities (about 45%-50%). Palm oil is entirely imported in
crude form for refining in port based refineries while some quantities are also imported in
the refined form.
Given the presence of a large number of unorganised participants in the Indian edible oil
market, the share of branded product sales has remained low with most low-income
consumers opting for cheaper oils sold in loose form. As per industry data, only about
31% of urban households and about 9% of rural households consume branded edible oils,
with the national average at 16%. Given the low penetration of branded oils; increasing
affluence levels and quality consciousness of the Indian consumers, there is a significant
growth potential in the branded segment. Amongst the major edible oils consumed, palm
oil is still largely traded as a commodity and sold mostly in loose form, with packaged
sales accounting only for 15%-20% of total sales. Sunflower and soya oil, on the other
hand, have a high proportion of packaged sales estimated at around 70% and 55% of total
sales. The major participants in the organised sector, namely, Ruchi Soya, Adani Wilmar
Limited (AWL) & Cargill India, have a strong presence in the branded segment, with
branded sales accounting for 38%, 58% and 60% of total edible oil sales of these
companies respectively. Moreover, a few mid-sized, regional edible oil companies such
as Mantora Oil Products Ltd, Modi Naturals and Tara Health Foods Ltd have also been
striving to establish their brands.
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Recent Development
The edible oil industry in India in the recent past has witnessed both organic as well as
inorganic expansion by some of the major players.
AWL has added 1090 TPD of installed capacity for refining and 5050 TPD of installed
capacity for seed processing during 2011-12 by acquiring five operational plants and
undertaking expansion at three out of its four existing plants. AWL has also additionally
taken over the operations of other Wilmar associates in India (like Acalmar Oils & Foods
Limited) so as to consolidate its pan-India presence.
Sanwaria Agro Oils Limited has added 1000 TPD crushing capacity in 2009 through
acquisition of two plants.
KS Oils has set up new facilities at Kota, Ratlam and Guna, totaling 3400-3600 tpd, and
acquired a refining unit at Haldia. Further, some edible oil manufacturers have also
undertaken backward integration to strengthen their overall business model. KS Oils has
acquired 1,38,000 acres of palm plantations in Indonesia.
Ruchi Soya has access to 1,75,000 hectares of agricultural land with palm plantations
across different Indian states.
Future of Indian Edible oil Industry
1. Demand DriversMacroeconomic factors: Population growth, per capitaincome, purchasing power,
oilseeds crop
Other factors: Prices - domestic/ international,Availability - oil, oilseeds
Influence of branded products - `health message
Growing preference for convenience foods.
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Raw material sourcing: focus on improving yields,getting better quality oilseeds ,
ensuring regular supplies - through symbiotic relationship with farmer
Branding essential for success (e.g. Vanaspati - Dada,Oils - Sun drop)
2. Key Success Factors
Better distribution network to improve reach
Efficiency in operation - to become price competentand withstand overseas competition
Proposed Future trading in edible oils will help curtail price volatility and lend
knowledge - based assistanceto farmers of eliminate unofficial markets
3. Future
In the next five years, the market for - edible oils will grow by 8 to 9%.
Free imports, low import duties and slump in global prices - lead to `dumping
Domestic industries of edible oils affected - lowrealization and idle capacities in oil
industries
4. Business Concerns
Production slippages have also forced imports
Excessive (cheap) imports of oilseeds - led tounremunerative prices, locally
Hence, farmers have shifted to other cash crops
Increasing health awareness - impact of oils usage on individuals cholesterol levels
SOYA OIL
The source: -
Soya was developed in China even before the time of written records. The name of theSoya bean comes from sou meaning big bean and is one of the five holy plants of the
Chinese people 5000 year ago. The Emperor himself planted Soya every year in a ritual
ceremony.
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Nowadays, as a member of the legume family, it has an important position in ecological
agriculture. Legumes supply the soil with nitrogen and are therefore highly suitable for
use in the rotation of crops.
The plant itself is a short bushy plant 20-180 cms in height. It is grown in normally
cultivated fields in rows.
Recently, there has been a massive boom in the production of genetically engineered soya
bean, which can resist certain herbicides. Vast areas of north and South America have
been planted with these GM Soya plants. The soya used in the production of our oil is
exclusively from organic farmers in France who belong to a cooperative near Albi. The
cultivation association pay very conscientious attention to ensure that No GM soya seed
is used to the extent that they produce their own organic seed.
Processing:-
Soya is a basic component of the diet in Asian countries and forms the basis of tofu. Soya
oil first cold pressing has a full aroma, which deliciously emphasizes the natural flavor of
your salads and raw dishes. Industrially refined soya bean oil is product which one should
regard with particular skepticism; with regard to flavor and nutritional significance
industrially refined soya bean oil has simply nothing to offer. When our soya bean oils is
pressed, the whole oil mill is filled with a magnificent aroma of fresh beans. The
processor has to press some 10 killos of soya bean in order to extract one simple litre of
oils.
Cooking:-
It is not really advisable to beat cold pressed soya bean oil. Our soya bean oils have a
delicate bean like flavor. It is thus ideally suited to enhance salads of hearty noodle,
potatoes and beans. If you find the soya flavor to dominant, simply mix it with a little
safflower oils.
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Health:-
Soya bean oil possesses more than lecithin than any other oil. It is thus a real power food
for the bran and nervous system. Stress bound managers and all mothers with small
children should always keep a small store of cold pressed soya bean oil at hand:-
- 100g of cold pressed soya bean oil contain 31.7 mg of vitamin E.
- 13.7% saturated fatty acids.
- 25.3% monounsaturated fatty acids.
- 60.8% polyunsaturated fatty acids, of which 6.5% linolenic acid.
Soyabean oil is the world's largest source of vegetable oil. It is grown extensively in the
U.S.A., as well as South America and China. The North American Soya harvest,
which takes place around October each year, historically tends to determine the
prices of most other major oils, although in recent years the North American crop
has increasingly come under pressure from South American Soya, which is
harvested about March, and from European Rapeseed, which is harvested about
July. Soyabean is also extensively grown in India. Madhya Pradesh is known to
be the Soya bowl of the country.
Typical composition %
Saturates 15
Monounsaturated 23
Polyunsaturated 62
Soya Oil contains higher levels of poly-unsaturates (which break down on being heated)
than, other such as Rapeseed Oil or Palm Oil. This gives the oil its special characteristic
of healthy oil. It is particularly attractive as a food ingredient and in the production of
margarines and spreads.
It provides a healthy, nutritious and delicious cooking medium. The oil has special
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advantage over other oils as it is low in calories due to higher level of poly unsaturates. It
is also a rich source of Vitamin E. Due its safe use for heart patients it is being used by
millions of housewives and cooks all over the world.
MAJOR PLAYERS OF SOYABEAN OIL
1. AMRIT BANASPATI CO. LTD
At Amrit Banaspati, Company has stayed close to our roots nature. Co. has special
understanding of nature and her ways have enabled Co. to grow from a Vanaspati
company to a multi product organization producing a whole range of edible oils and fats.
Today ABC has an installed capacity of 10,000 metric tonnes per month as compared to a
mere 3,000 metric tonnes per month in its first year of operations. This stupendous
growth has been possible because ABC has continuously endeavored to bring new
products to the Indian consumer and that end is R and D has played a key role.
Further ABC has over the years introduced a range of refined oils namely, soyabean,
groundnut, cottonseed, mustard and sunflower with the objective of meeting the varied
need of Indian consumer.
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Besides ABC also produces bakery shortening and confectionery fats and oils among
other products that meet your specific needs.
Most importantly, all the products meet the stringent international standards. So much so
that ABC brands are household names today and have been honored with the Monde
Selection Medal of Brussels on several occasions.
TURNOVER:-
The present turnover of Amrit Group is around 600 crores and of Rajpura unit is around
Rs.340 crores in terms of turnover. Amrit Banaspati company has been ranked amongst
the top 100 companies in the India.
QUALITY OBJECTIVES :-
Ensuring availability of all products in all packs sizes across the distribution channel.
Achieve growth introduction of new products (industrial and consumers)
Creating and sustaining quality and hygiene consciousness at all levels of organizing
and promoting employees participation.
Organization and promoting employee participation.
Continuous enhancing the money of the customers
QUALITY:-
To ensure consistently in the quality of various products manufactured at Rajpura and to
further improve the quality of its various products, company has very good quality
control systems together with the research and development department which is
comparable to the best in the country.
It is to the credit of this good quality control systems and efficient R&D department that
ABC Rajpura has been honoured and awarded with the American International Quality
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Certificates and Gold Medal to the management of ABC Rajpura a transworld tradefare
selection award of recognition for their outstanding performance in the manufacture in
the Gagan Vanaspati.
PRICING STRATEGY OF ABC.
Edible oil prices is affected not only because of national and international market
variations but because of internal factors such as government raw oils import policies
prices of other oils used in mixture and the total expected output of oil need crops. The
interstate ban on supply of raw oils also affects the pricing of the product.
While marketing the price structure the marketer has to watch carefully the pricing
strategy adopted by the competitors the pricing structure which represents the margin to
the distributors, retailers etc has an impact on the sales of the product, the pricing
structure of ABC Rajpura is as below :-
3.5 percent dealers margin.
5.5 percent retailers margin
ABC Brand also covers the distributors on restrospective basis if there is any price
fluctuations thus a safe play for the distrubutors and retailers too.
DISTRIBUTION OF PRODUCTS:-
All the products produced at ABC Rajpura are sold in the area of Punjab, Haryana,
Rajasthan, J&K, Himachal Pradesh, West Bengal and Chandigarh through 130
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depots and 575 stations. Number of dealers engaged in distribution of Amrit Banaspatis
products are around 670.
2. ADANI WILMAR LTD.
Adani Wilmar Ltd. manufacture soyabean oil under brand name Fortune.
Fortune Refined Soyabean Oil is light, odorless and healthy oil. Most importantly it
contains OMG3 (Omega 3 fatty acids) an essential PUFA which needs to be
supplemented from outside sources. Soyabean oil is the preferred oil of many a
household across the world.
Adani Group is one of the fastest growing corporate houses in India . Its flagship
company Adani Enterprises Limited (formerly known as Adani Exports Ltd), is one of
the largest trading companies in India with Five Star Trading House status (Highest
status conferred by the Govt. of India).
Adani Exports trades in nearly 40 commodities in more than 55 countries around
the world.
The Group owns a fully functional multi-purpose port at Mundra in the Gulf of
Kutch, Gujarat.
Another Group company Adani Retail Ltd. is into retailing, and has opened 55
super stores in Gujarat known by the name of Adani Supermarkets.
The Group has also set up a BPO in Ahmedabad, iCall India Ltd. which caters to
both International and Domestic clients.
Adani Group is also involved in infrastructure development which includes
developing a Natural Gas distribution project building a township and an SEZ at
Mundra.
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Adani Group has emerged as an integrated and diversified group with leadership in the
areas of global trading, edible oil manufacturing and infrastructure development.
Fortune Refined Soyabean Oil, enriched with OMG3, gives you and your family PaanchKa Aashirwad.
Fortune Refined Soyabean Oil is the highest seller in the refined soyabean oil category
with 44% of the market share (As per AC Nielsen Retail Audit Index - MAT Mar.'06).
Paanch Ka Ashirwad is for:
1 Healthy eyes
2 A strong heart
3 The nourishment of the womb
4 Controlling diabetes
5 The healthy growth of your children
Fortune Refined Soyabean Oil is available in
Liner carton 200 ml
Pouches 200 ml, 500 ml, 1 ltr Pet bottles 500 ml, 1 ltr, 5 ltr
Jerry cans 2 ltr, 5 ltr, 15 ltr
Tins 15 ltr, 15 kg
Maha Fortune 15 ltr
DISTRIBUTION NETWORK
AWL has set up a strong distribution network of Company Distributors and Super
Stockists for its retail operations.
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Today AWL has its distribution foot prints all across the country with various stock-
points catering to more than 3800 distributors, 600 Super Stockists and numerous
brokers and other trade associates. AWL's retail reach is more than 500,000 outlets
across the country and this retail reach can be compared with the best FMCG giants in the
country
MANUFACTURING FACILITIES
The company has strategically located its refining and processing facilities to both cater
to different parts of the country as well as harness the potential of oilseed growing areas.
The locations are at Mundra (Gujarat), Mantralayam (Andhra Pradesh), Bundi
(Rajasthan) and Haldia (West Bengal).
A. Mundra
AWL's largest state-of-the-art refinery is based at Mundra in the Gulf of Kutch in
Gujarat. The technology has been imported from De Smet of Belgium and Alfa Laval of
Sweden. The quality of oil is at par with best in the world, meeting USFDA standards.
AWL's Mundra refinery was started with an initial refining capacity of the 600 Tonnes
per Day (TPD) and after the recent expansion; Mundra has a consolidated refining
capacity of 2200 TPD and hydrogenation capacity of 350 TPD. This refinery is a model
for backward integration, starting from transportation of oil through pipelines from port
to the plant, to in house packaging material manufacturing like; blow-molding facility,corrugated box plant, tin manufacturing facility and multi-layer packaging film plant. In
addition to this is a 4 MW captive power plant that provides uninterrupted and hassle free
electricity.
B. Mantralayam
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This plant was acquired from ITC & is reputed to be one of the best plants in India for
sunflower oil production. Theplant has a capacity to crush 450 TPD of seeds and
refining capacity of180 TPDoil.
C. Bundi
This plant was taken over from RICO industries. It has a capacity to crush 450 TPD of
seeds and refine 150 TPD of oil. The plant provides ideal location for processing both
mustard and soyabean. Apart from it there is also a processing facility at Jaipur, which
produces the premium quality pungent mustard oil packed as Fortune "Kachi Ghani",
exclusively to cater to the taste of pungent and pure mustard oil of eastern India .
D. Haldia
This plant was acquired from Acalmar, and has a capacity to refine 600 TPD of oil. This
plant provides ideal location for supplying to Eastern parts of the country. It also has
excellent facilities to manufacture Speacilty Fats, which is an alternative for Vanaspati.
Packaging Unit
In addition the to the above refineries, AWL also has packing operations at
Chatral [ Gujarat ]
Latur [ Maharashtra ]
Jaipur [Rajasthan]
Dharwad [Karnataka]
Cochin [Kerala]
Dewas [Madhya Pradesh]
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3. The Ruchi Soya Industries Limited
Ruchi Soya Industries Limited is an agro industry of Rs 3081.60 crores turnover Ruchi
Group. It is the flagship company of one of the five companies of the group. The group
has an impressive net worth of Rs 401 crores (Rs 4010 million) and assets worth Rs
682.75 crores.
Ruchi Soya Industries Limited (RSIL) is Flagship Company of Ruchi Group. It is most
integrated Soya processor and first company in the country to export Soya meals,
manufacture edible grade Soya flour and textured Soya proteins in India. Its brand
`Nutrela' enjoys market leadership in the Soya product segment. RSIL is leading player in
vegetable oils, Soya flour and vanaspati products. It commands large share of market.
Three generation experience, integrated vision, entrepreneurship and industrial
competitive spirit has not only expanded the reputed business but has led to
diversification in closely associated ventures including foreign collaborations.
Ruchi's Soya Products
Ruchi Soya Industries Limited (RSIL) has a large team of experts, technicians, scientists,
administrators who are involved from the very beginning of the process of selection of
soyabeans, processing and transporting them to most advanced plants. The products are
produced under the supervision of an expert. The competent quality control team keeps
close watch right from the beginning to dispatch to the dealers.
The products are marketed throughout the country and even in wide range international
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markets. Strict quality control has developed enhanced faith, reliability and confidence of
customers in the Ruchi products.
The Company offers a great range of products in Soya foods and Oils as well. Its range of
Soya Foods include Nutrela Soya Chunks, Nutrela Soya Mini Chunks, Nutrela Soya
Granules, Defatted Soya Flour, etc. The range of oil offers a variety of low cholesterol
health prone products such as Soyumm (Pure refined Soyabean Oil), Sunrich & Pamban
(Refined Sunflower Oil), Nutrela Vanaspati, Mandap (Pure refined mustard oil).
It also offers Soya products such as Prosoy (Soyabean Meal) and Ruchithin (Soya
Lecithin).
Soyumm (Ultra Refined Soya Oil)
It is pure sparkling, odorless oil manufactured from selected golden yellow Soyabean
with sophisticated, advanced, most modern technology preserving and enchanting natural
flavor, taste and nutritive value of the food stuff cooked.
It is healthy medium of cooking and recipes. High in nutrition, low in calories It is high
in poly - unsaturates with approximately 55% and low in saturates.
One tbsp of Soyumm gives approximately 120 calories. It has 15% less saturated fatty
acids hence it helps in controlling cholesterol levels. It is rich in vitamin E.
According to medical experts, it is good source of essential amino acids, which are
required for good health. Boon for cooking medium
It is economical and you home ministry and finance ministry will love it. Applicable and
availability Ruchis Soyumm is available in bulk for industrial use such as in
manufacture of mayonnaise, salad dressing, margarines, vanaspati, shortenings, surface
coating and fish canning industries. For domestic use, it is available in 15 kg tins and
branded consumer packs of lt. and 1 lt. poly packs at all wholesale and retail outlets.
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4. CARGILL LTD
Cargill maintains a number of businesses in India, with operations including the handling
and processing of a wide range of products, including refined oils, grain and oilseeds,
sugar, cotton and animal feed. In addition, Cargill develops flavour systems and operates
a value investing business.
Cargill is one of the biggest food companies in the world having more than 130 years of
expertise in food grain selection and processing. It is the world's biggest producer,
processor, and refiner of sunflower oil. Cargill has made quantum leaps in the smallperiod of two years in the Indian food market.
Having entered into the Indian market recently, Nature Fresh today is the second-largest
multinational atta brand in India and has a steadily growing market share in all the
regions. The brand has also attained a double-digit market share in the branded refined
edible oils category, and has made good inroads in the basmati rice and salt categories as
well.
Headquartered in Minneapolis, Cargill Foods is a $45-billion company ranked 45 th in
sales in the Fortune magazine's Global 500 and fifth among the companies in the
prepared foods category in the magazine's ranking of the top 250 global food companies
in 1999
Soyumm
(1 Ltr Pouch )
Soyumm
(1Ltr Bottle)
Soyumm
(5 Ltr Jar) Soyumm(15 Kg Jar)
Soyumm(15 Kg Tin)
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After the resounding success of its flagship Nature Fresh brand of branded packaged
food products, Cargill Foods has launched ActiLite, a new refined blended oil that is
light and good for health.
ActiLite is a refined blended oil that contains the power of two the lightness of
sunflower and the nutrition of soyabean. ActiLite offers a right balance of three kinds of
fat (MUFA, PUFA and SFA) and is, therefore, a healthy well-balanced oil.
ActiLite provides the added advantage of being a light oil because of its excellent
refining process, which removes all impurities, colour pigments and wax, making it
almost transparent and very light.
ActiLite is available in transparent packaging, which has been the hallmark of Nature
Fresh Oils, and allows the consumer to see the lightness of the oil before they purchase it.
ActiLite is available across India and is priced at:
SKU West Bengal / Bihar / Jharkhand / J&K /A&N / NESA Rest of India
1 L pouch 61 59
2 L pouch 130 126
5 L pouch 315 305
DISTRIBUTION NETWORK:
Co.s presence in India has been growing since it began a joint venture operation in 1987
and today it has an access over 1000 towns and 2,50,000 retail outlets. Its head office is
located at cyber city phase 3 Guargoan ( Haryana).
5. DHARA FOODS PVT. LTD.
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Product
Dhara has 23 variants of mustard, rapeseed, sunflower, groundnut and soyabean oils in
its product basket. Dhara Refined Vegetable Oil contributes 50% by value, to the Rs.
3,300 million turn over Dhara enjoys.
Incorporated in 1999 with an objective to carry on the business of masala, spice, flour,
pickle and many more exports and processing of Besan, Maida, Sooji, Atta Cereals
etc.
Dhara group was founded to export flour and Indian spices into the global market by
improving efficiency and assured quality
Despite being primarily a support to the small-scale Indian farmer, Dhara has played a
crucial role in changing the industry norms and enriching the sluggish edible oilsmarket. For instance, the brand was the first to change the weights and measurement
descriptor from the kilo regimen to the litre regimen.
Dhara is possibly stocked by more retailers than any other packaged edible oil brand
in the country.
So profound has been the impact of Dhara on the Indian market that consumers often
ask for the 'Green Pack'. This has led many players in the industry to themselvesswitch to this colour.
Achievements
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Dhara is at the forefront of the branded edible oil market, leading its consumer pack
segment. It has also been rated by ACNielsen as being among the top five fastest
growing brands in the FMCG sector in India in 2003. Through its value creating
strategies and emphasis on purity and quality, the brand has consistently created
benchmarks for the entire edible oil industry, including Indian subsidiaries of
multinational brands. It has successfully addressed the changing needs and tastes of
the consumer and introduced variants from time to time. Dhara can also justly take
credit for bringing world-class practices in packaging of edible oil to the country. It
introduced tamper-proof aseptic packaging to guarantee that only the purest quality
reached consumers. Even today, Dhara is the only edible oil in the country that uses
the tetra pack technology with six-layer packaging and undertakes more checks and
tests than any other brand in the industry. Tetra packs allow the oil to be packed
without the use of additives for maintaining shelf-life. Dhara's light weight and
hygienic five-layered PET jar with a double handle arrangement was developed during
1997/98, making the clear refined sunflower oil visible to consumers, further adding
to their confidence in the brand. This pack has won a series of awards India Star 98
in Mumbai, Asia Star 98 in Beijing and
WHAT RETAILERS HAVE TO SAY
1) Low margin: - Most of the retailers complained that they get very low margin
in all the products of ABCL as compared to its competitors thats why unable
to sell the local brand.
2) Leakage problem: -The retailers also complained about the leakage problem
faced by them in the cartoons of Ginni and no replacement, but othercompanies are giving them full replacement of leakage packages.
3) Feed back problem: - The retailers also complained that they get very less
feed back from the company, like whenever any scheme is introduced by the
company, they are not even made aware of the scheme.
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4) Quality problem: - The retailers also said that sometimes the quality of soya
oil is low they have face problems regarding their image
5) MRP Problem :- Retailers also complained that in the days of rising prices,
sometimes it happens that MRP of ginni products is less than the price at
which they have purchased it from the distributor.
6) PROBLEMS related to new products :- they complained that sometimes
they are even unaware of companies new products
WHAT CUSTOMERS HAVE TO SAY
1) MRP problem :- customers complaint that sometimes they have to pay
more price then the MRP
2) Leakage problem:- customers even told that sometimes they have to
face leakage problems
3) PROBLEMS related to new schemes : customers complaint that even
sometimes retailers dont even tell about new schemes
4) DISCOUNT schemes:- customers complaint that there are very less discount
schemes on soya oil as compared to other refined oil
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CHAPTER - 2
OBJECTIVE AND RESEARCH METHODOLOGY
OBJECTIVE OF THE STUDY
Research would be carried out based on these objectives.
1) To find out customer preferences towards different brands of soya
bean oil.
2) Market share of each brand towards total market share of soya
bean oil.
3) What is the margin retailers are getting from various brands &
what are the brands they want to sell.
4) What problems are they facing related to new or various products.
5) To get the feedback from retailers & customers as well.
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RESEARCH METHODOLOGY
Research Design
A research design is the arrangement of condition for collection and
analysis of data in a manner that to, combine relevance to
research purpose with economy in procedure. It is conceptual
structure within which research is conducted. It constitutes the
blue print of collection, measurement and analysis of data.
Research Design stands for advance planning of methods to be
used for collecting relevant data and techniques to be used in the
analysis.
Research design used is Descriptive type.
DATA COLLECTION
Primary data : It will be collected through questionnaire and
personal interview with Consumer and Retailer.
Secondary Data: The secondary data comprises of various Books,
Journals, Periodicals and other published magazines, websites.
SAMPLING DESIGN
Sample Unit: Retailer and consumer
Sample Size: 100 Consumer and 50 Retailer
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Sampling Procedure: Convenience Sampling.
DATA ANALYSIS
It will be done with the help of the tabulation technique and graphical
method. It will be done with the help of pie and bar graph.
LIMITATIONS OF STUDY
I will considerAhmedabad City for survey because of time and cost.
The sample size is comparatively very small compared to the
population and there are chances that it may not represent the whole
population.
Finding of the study will be based on the assumptions that respondents
have given correct information.
Information provided by respondents may be biased.
The study is academic in nature.
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CHAPTER - 3
DATA ANALYSIS AND INTERPRETATION
Analysis of Retailer Responses
Q. 1:- Which brands of soya bean oil are available in your shop?
Brands Percentage% of total sample
date of retails
Fortune 40 80%
Nature fresh 25 50%
Soyumn 32 64%
Ginni 10 20%
Dhara 20 40%
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Interpretations:
Out of 50 retailer respondents, Most of the respondents carry more than one
brand. Majority of them had Fortune Oil followed by Soyumn and then
nature Fresh and maximum out of them were having or were dealing in
almost all the brands
Q. 2 :- Which soya bean oil has maximun sale per month?
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Interpretations:
Brands Percentage
Fortune 72
Nature fresh 14
Soyumn 6
Ginni 4
Dhara 4
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Out of the 50 retailers, 72% were of the view that Fortune has maximum
sale per month, 14% said Nature fresh has maximum sale, 6% said Soyumm,
4% said ginni and 4% said Dhara has maximum sale per month.
QUES 3 :- What Quantity of soyabean oil has maximum sale?
1 ltr 5ltr 15ltr
No. of respondents 40 5 3
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Interpretations:
As shown in the diagram 1ltr packing is the most saleable and it holds 82%
share of the total. Total 42 retailers respondent said that 1 Lt is the most
common packaging in which the oil is sold.
Only 5 retailer said that 5 ltr pack is maximum sold and 3 retailer said 15 ltr
is maximum sold.
QUES 4 :- Rank of the followings attributes in soyabean oil
between 1-5 according to customer importance
( 5 being maximum)
GRADING 1 2 3 4 5
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Taste 3 16 23 3 5
Quality 3 18 20 5 4
Packaging 6 16 18 5 5
Brand image 7 21 8 8 6
Price 1 2 1 6 40
Interpretations:
From all the major ranking done for various factors that decides the
consumption of Soyaben oil, is PRICE.
PRICE is one of the most important factor that influences buying decisions
by various customers. Second important factor is brand image followed by
taste of the oil.
QUES 5:- What influences customers to buy the brand?
Advertisement 12
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Attractive Packaging 5
Shop Display 10
Price 22
Discount 6
Health conscious 22
Interpretations:
As per retailer most of the customers consume soyabean oil because either
they are suffering from any heart disease or are health conscious. On the
contrary customer is also price sensitive, but due to health reason they prefer
consuming Soyabean Oil. Here in the survey, response received is for
multiple options from a single respondent.
QUES 6 :- What are customer's feedback regarding soyabean oil?
Interpretations:
Customers are not satisfied with the discounts or the great offers they are
getting, sometimes they have to pay more than the MRP , they consume
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soyabean oil just they are going health conscious , moreover they are
receiving certain complaints regarding the tetra packing because of leakage.
QUES 7 :- Are the retailers satisfied with incentives from the oil
company?
Interpretations:
Many of the retailers said that they are satisfied with the incentives they are
getting. 38 Retailers from 50 (76%) are satisfied.
Yes 38
No 12
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QUES 8 :- Are you satisfied with the services of the brand you are
selling?
Interpretations:
60% of the retailers said that they are satisfied with the brands they are selling. While
40% said they are not satisfied with the brands they are selling. Most of the retailers are
satisfied with the brand they are selling.
QUES 9 :- If no then what are the suggestions you will give to the
company?
Proper Transportation 7
Promotional Schemes 8
Yes 30
No 20
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Profit Margin 18
Credit Facility 17
Interpretations:
36% of the retailer gave suggestion that the company should provide
retailers good Profit margin followed by the Credit facility to boost company
sales.
QUES 10 :- Any suggestions to the company?
They want that their margin should be increased each and every rather than
they go on a fixed margin ,even they want that certain perks or some
schemes should be given to retailers also.
Analysis ofCustomer Responses
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QUES 1:- Do you use soyabean oil?
Interpretations:
Customers respondents agreed that they use soyabean oil and out of 100
respondents 62%agreed.
QUES 2 :- If yes (check) the brand you use?
Yes 62No 38
Fortune 25Nature fresh 12Soyumm 15Ginni 2Dhara 8
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Interpretations:
25 customers use fortune, 12 use nature fresh, 15 use soyumn, 2 use ginni
and 8 use Dhara brand.
In consumption as well as preferable brands FORTUNE leads with 40%.
QUES 3 :- Rank the following attributes according to their
importance to you? (5 being maximum)
GRADING 1 2 3 4 5
Taste 6 19 25 5 7
Quality 5 17 27 6 7
Packaging 9 19 23 6 5
Brand image 9 23 6 15 9
Price 2 4 7 9 40
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Interpretations:
Out of the various attributes shown above PRICE is one of the most
important factor that influences buying decisions of various customers.
QUES 4 :- What influenced you to buy the above stated brand(s)?
Advertisement 3
Attractive Packaging 4
Shop Display 12
Price 21
Health conscious 22
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Interpretations:
22 customer said Health consciousness influence to buy selected brand while
21 customer said price influence buying decision. 12 customer say they
recall to buy particular brand on the basis of shop display. Few customer
said that advertisement and attractive packing affect their buying decision.
We can say that health consciousness and Pricing is again the leading factor
followed in determining the buying decision.
QUES 5 :- If particular brand is not available with retailer the you
will. . . . .?
Drop the idea of buying it 2
Go to another retail outlet 37
Try another brand 23
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Interpretations:
As per the collected data, 37 customer wants to stick to the same brand go to
another retail outlet while 2 customer drop the idea of buying it and 23
customer will try another brand.
It is clear that customers want to stick to their particular brand rather than
trying out some different brand.
QUES 6 :- A sale promotion scheme like rs 10 off , 250 gms extra
or a product free, whould it affect you purchase decision?
YES 47
NO 15
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Interpretations:
Almost 47 customers agreed that sales promotion schemes do effect the
buying decisions.15 customers said sales promotion doesnt affect buying
decision.
Most of the customers said sales promotion schemes affects buying decision.
QUES 7 :- What size of packaging do you normally buy?
1ltr 37
5ltr 12
15ltr 13
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Interpretations:
37 customers said they prefer 1LTR packaging, 12 prefer 5 ltr packaging and 13
customer prefer 15 ltr packaging.
Most of the customers prefer 1 ltd packaging.
QUES 8 :- Are you happy with the kind of soyabean oil brands
available in india, today?
YES 37NO 25
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Interpretations:
Majority of the customers are satisfied with the brands that are available inIndia.
QUES 9 :- If no then why not?
Interpretations:
All the customers have given their suggestions as well as complaints which
are shown later.
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CHAPTER - 4
FINDINGS
Following are findings of the study:
Most of the retailer keeps Fortune Refined soyabean oil. Most of them keep more
than one brand.
82% retailers respondent said that 1 Lt is the most common packaging in which
the oil is sold.
72% were of the view that Fortune has maximum sale per month.
Price is one of the most important factor that influences buying decisions by
various customers.
As per retailer most of the customers consume soyabean oil because either they
are suffering from any heart disease or are health conscious.
Many of the retailers said that they are satisfied with the incentives they are
getting.
60% of the retailers said that they are satisfied with the brands they are selling.
Most of the retailer gave suggestion that the company should provide retailers
good Profit margin
In consumption as well as preferable brands FORTUNE leads with 40%.
Most of the customers say that health consciousness and Pricing is again the
leading factor followed in determining the buying decision.
Most of the customers want to stick to their particular brand rather than trying out
some different brand.
Most of the customers said sales promotion schemes affects buying decision.
Most of the customers prefer 1 ltd packaging.
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Majority of the customers are satisfied with the brands that are available in India.
CHAPTER - 5
SUGGESTIONS
1) Leakage problem should be looked after and the replacement of the leaked
packets should be given to them.
2) The company should reduce the cost of their products and the margin of the
retailers should be increased.
1) There should be proper channel of information, whenever any scheme is
introduced by the company for the retailers, they should be properly informed
about the scheme. There should be proper feedback for the retailers as well as
customers whenever any scheme is introduced for the retailers & customers
and they should be made aware of it. Sales representatives should be given
guidelines to intimate each and every retailer of his area about the schemes.
3) In the same way, whenever any scheme is introduced for the consumer there
should be atleast a print advertisement if T.V. advertisement is not possible.
4) Other incentives should also be given to the retailers like glow sign boards etc.
5) Being all the companies are ISO 9001 company, it is not good for the
reputation company that it is getting complaints about the products related to
quality. More emphasis should be laid on the quality to avert such
circumstances.
6) Regarding the introduction of new products, the company should go for
aggressive marketing. There is a lot of potential in Soya Refined oil segment,
but retailers are not even aware of our product.7) Whenever any consumer oriented scheme is introduced, the scheme should be
directly targeted to that person who actually uses i.e., house wives.
8) Non monetary incentives should be also given to the retailers in each and
every city. They should be given glow sign boards and other sales
promotional materials. This will boost up their spirits.
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9) MRP problem during the days of rising prices should be taken care. In this
situation if retailers are getting the products on a price higher than the MRP
they cant sell it more than the MRP. So this problem should be looked after
carefully.
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CHAPTER 6
BIBLIOGRAPHY
Bibliography
Kotler Phillip, Marketing Management, Millennium edition. (Prentice hall of India).
Business today
GREEN AND TULL , Marketing Research
WEBSITES
www. google.co.in
www.adani.com
www.amritbanaspati.com
www.Soyumm.com
www.cargill.com
www.dharaproducts.com
www.naturefresh.com
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CHAPTER -7
ANNEXURE
QUESTIONNAIRE FOR RETAILER
[1] Which brands of soyabean oil are available in the shop?
O Fortune o Nature Fresh o Soyumn o Ginni o Dhara
[2] Which soyabean oil has maximun sale per month?
O Fortune o Nature Fresh o Soyumn o Ginni o Dhara
[3] Which packaging has maximum sale ?
O 1 ltr. O 5 ltr o 15 ltr
[4] Rank of the followings attributes in soyabean oilbetween 1-5 according to customer importance( 5 being maximum)
GRADING 1 2 3 4 5
Taste
Quality
Packaging
Brand image
Price
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[5] What influences customers to buy the brand?
O Advertising o Attractive packaging o Retailer
o Shop Display o Pricing o Discount o Health Conscious
[6] Are you satisfied with incentives from the oil company?
O Yes o No
[7] Are you satisfied with the services of the brand you areselling?
O Yes o No
[8] If no then what are the suggestions you will give to thecompany?
O Transportation o Scheme o Margin o Credit
[9] what are customer's feedback regarding soyabean oil?
[10] Any Suggestions?
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_____________________________________________________________
_____________________________________________________________
__________________________________________________________
QUESTIONNAIRE FOR CUSTOMER
[1] Do you use soyabean oil?
O Yes o No
[2] If yes (check) the brand you use?
O Fortune o Nature Fresh o Soyumn o Ginni o Dhara
[3] Rank of the followings attributes in soyabean oilbetween 1-5 according to customer importance( 5 being maximum)
GRADING 1 2 3 4 5
Taste
Quality
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Packaging
Brand image
Price
[4] What influenced you to buy the above stated brand(s)?
O Advertising o Attractive packaging o Retailer
o Shop Display o Pricing o Discount o Health Conscious
[5] If particular brand is not available with retailer then what will
you do?
Drop the idea of buying it
Go to another retail outlet
Try another brand
[6] What according to you a suitable price for 1 ltr which is
of good quality?
below Rs 30between 30 and 40
between 40 and 50
more than 50
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[7] If your brand is few Rs expensive than it, then will you
go for it?
O Yes o No
[8] A sale promotion scheme like rs 10 off , 250 gms extra
or a product free, whould it affect you purchase decision?
O Yes o No
[9] What size of packaging do you normally buy?
[10] Are you happy with the kind of soyabean oil brands
available in india, today?
O Yes o No
[11] If no then why not?
1ltr
5ltr
15ltr
top related