Buying behavior @ kof oil project report

1. INDEX
SL.NO Particulars Page. No
1 Executive summary 4
2 5-7
INTRODUCTION
• Indian oil market
• Indian market as a hierarchical
3 • Industry profile 8-11
• Company Profile 12-18
• Product profile 19-25
4 MARKETING RESEARCH 26-33
• Identification of problem
• Objective of the study
• Scope of the study
• Research methodology
• Analysis techniques
• Limitation of the study
5 DATA ANALYSIS & INTERPRETATION 34-46
• Findings 47-48
• Conclusions 49-50
• Suggestions 51-52
• Bibliography 53-53
54-57
• Annexure
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2. EXECUTIVE SUMMARY
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3. 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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4. 1. INTRODUCTION:
Indian market as a hierarchical
UPPER
CLASS
UPPER
MIDDLE
CLASS
LOWER MIDDLE
CLASS
LOWER
CLASS
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5. 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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6. INDUSTRY PROFILE
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7. 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
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8. 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%.
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
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9. 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.
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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10. COMPANY PROFILE
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11. 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-
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12. 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.
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.
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13. • 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
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.
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14. 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:
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.
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15. 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:
Safal - Refined/Feltered
Groundnut Oil
Safal - Sunflower Oil
Sunglod
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16. Safal - Refined Sunflower Oil
premium
Safal - Pure Coconut Oil
Safal - 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.
PSS Operation:
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17. 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 1985-86
Best 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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18. PRODUCT PROFILE
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19. PRODUCT PROFILE:
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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20. 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..
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21. 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
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22. 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
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.
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23. 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.
Suguna Refined Soyabean Oil
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24. 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
Safal Pure Coconut Oil
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25. 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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26. MARKETING RESEARCH
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27. • Identification of problem.
• Objective of the study.
• Scope of the study.
• Research methodology.
• Analysis technique
• Limitation of the study.
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28. 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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29. 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
 CBT
 Gokul Road
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30.  Unakal
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:
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31. 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.
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
 CBT
 Gokul Road
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32.  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.
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.
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33. 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.
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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34. BABASAB PATIL 34

35. DATA ANALYSIS AND
INTERPRETATION
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
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36. Respondents
25 21
20
15
15
Respondents
10 8
6
5
0
High school College Graduate Post
graduate
From the table shows 50 respondents, 16% are high school, 30% are
colleges, and 42% are graduate, 12% are post graduate respondents.
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
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37. Respondents
25
21
20
15
15
Respondents
10 8
6
5
0
3000 – 5000 5000 – 10000 10000 – 20000 Above 20000
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.
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
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38. 10%
Ruchi Gold
12% 30%
KOF oil
Gemini
Raag
16% Akshata
12% 20% Sunflower
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.
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
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39. Fat Content, 4
Affordable P, 13
Fat Content
Fragrance, 13 Fragrance
Pakaging
Add
Brand Name, 3 Brand Name
Affordable P
Pakaging, 3
Add, 14
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.
5) Table showing the market share of KOF.
Oil Respondents
Karnataka oil federation 10
Others 40
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40. KOF, 10
KOF
Other
Other, 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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41. 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
Internet, 0, 0%
Friends, 10, 20% Relative, 12, 24%
Relative
NP
Add
Friends
Add, 13, 26% Internet
N P, 15, 30%
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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42. 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
Respondents
Weekly
10% Once
Thrice 20% Once
10% Twice
Thrice
Twice Weekly
60%
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.
8) Below table showing size of oil respondents are normally using.
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43. Size of soap Respondents
1litter 22
5litter 15
10litter 13
25
20
15
East
10 22
15 13
5
0
1lit 2lit 10
9) Below table showing the purchasing place of respondents.
Purchase place Respondents
Retailers 27
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44. Super market 15
Big bazaar 5
Ganesh bazaar 3
30
25
20
15 East
27
10
15
5
5
3
0
Retailrs Super M Big Bazaar Ganesh B
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.
10) Below table showing the promotional tools to pursue the
respondents.
Tools Respondents
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45. Discounts 24
Gifts 16
Extra 10
No offer 0
30
24
25
20 16
15 East
10
10
5
0
0
Discount Gifts Extra No Offer
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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46. 11) Below table showing level of satisfaction of KOF oil.
Satisfaction level Respondents
Excellent 21
Very Good 16
Good 13
Fair 0
25
20
15
East
10 21
16
13
5
0 0
EXCELLENT V Good Good Fair
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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47. 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
20
18
16
14
12
10 18 East
8
6 13
4 9
2 5 5
0 0
ty
s
N
F
P
ag
es
ili
F
h
nd
Fr
b
ig
en
N
la
ra
H
w
ar
i
B
Lo
va
w
A
A
N
N
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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48. FINDINGS
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49. 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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50. CONCLUSIONS
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51. 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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52. SUGGESTIONS
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53. 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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54. QUESTIONNAIRE
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55. 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
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56. (Per month) 10000-20000 20000-25000
8. Which brand of oil you are using presently?
------------------------------
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 & Magazine
Advertisement 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
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57. 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
__________________________________________________
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?
Good Poor
1. Ruchi gold
2. KOF oil
3. Gemini
4. Raag
5. Akshata
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58. 6. Sun flower
20. Your Valuable suggestion for improving Quality of KOF oil.
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THANK -YOU
BIBLIOGRAPHY
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59. Marketing Management
By Philip Kotler.
Marketing Research
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60. By. D.S. Tull & Hawkins
Marketing Research
By. D.D. Sharma
www.kof.co.in
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61. BABASAB PATIL 61

62. BABASAB PATIL 62