CHAPTER - I INTRODUCTION AND DESIGN OF THE STUDY

INTRODUCTION Every business is trying to make their product more popular and there by try to be successful. But all the businesses does not attain success due to several reasons .One of the most important reason is consumers behaviour. It is very difficult to predict and understand this obviously, it becomes important for every business to concentrate on consumers and their behaviour.

The primary work of the business in the olden days was to concentrate only in the production areas. But the trend today is totally different as the importance goes on with marketing productions. In the competitive world of business, without paying importance on marketing the business will never be successful. BUYER BEHAVIOUR The buyer behaviour mean the Behaviour of the buying at the time of purchase, he may be influenced by lot of factors. Understanding the buying behaviour of the target market is the essential task and Marketing managers under the Marketing concept. The consumers market consist of all individuals and house holds those buys or

acquires goods and services for personal consumption. Consumers vary tremendously in age, income, educational level and taste. Markets find it useful to differentiated different consumer groups of segments and to develop products and services tailored to their needs. If a market segment is large are enough source companies will setup a special marketing program me to survey this market segments. In earlier time marketers could understand consumers through the daily experience of selling to them but the growth in the size of the company of market has removed many marketing decision. Markets from direct conduct with customers. This purchasing power or economic model of consumer behaviour is certainly undimensional, it lead us to the Four important production about the buyer behaviour. Lower the price of the product the bigger the quantity that will be bought which is generally called price effect. Higher the purchasing powers the higher the quantity that will be bought which is known as income effect. Lower the price of a substitute product the lower quantity will be bought of the original product which is known as substitute effect. Higher the provisional expenditure the higher the sales which is most commonly known as communication effect.

1.

2.

3.

4.

FACTORS INFLUENCING CONSUMER BEHAVIOUR A buyers purchase decisions are influenced by the factors which are detailed below: 1. CULTURAL FACTORS Culture is the most fundamental determinant of a persons wants and behaviour. It refers to a set of learned beliefs, attitudes, values, Customs, habits etc, and determines human wants and behaviour. 2. SOCIAL FACTORS It includes reference groups, family and social class. 1. Reference Groups: Reference groups refers to all the groups that have an influence whether direct or indirect on the persons behaviour. People are influenced by many groups. According to Philip kotler, following are the various groups which have influence over a persons behaviour. Membership Groups: Membership groups are those groups to which the person belongs and interacts. These groups have a direct finance on its members behaviour. Primary Groups: Primary groups include groups of friends, family members, neighbours, co-staff etc. Here there is a fairly continuous interaction.
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a)

b)

c)

Secondary Groups: Here there is only a less continuous interaction and includes religious

groups, professional groups etc. Aspirational Groups: These are the groups to which a person would like to become its member. People are also influenced by such group. Dissociative Groups: These are the groups, whose values an individual rejects. 2. Family: Family can influence a persons buying behaviour because most consumers belong to a family. The family is considered as the most important consumer buying organization in society. So it has to be researched extensively. Marketers should study the role and the relative influence of the husband, wife and children in the purchase of products or services. 3. Social Class: Consumer behaviour is determined by the social class to which they belong or by which they are attracted etc. There are three different social classes in our country. They are upper class, middle class and lower class. All the three social classes will differ in their buyer behaviour.

d)

e)

a) Lower Class: Consumers buy usually on impulse and do not even care to read advertisements much. b) Middle Class: Consumers purchase carefully and read advertisements much to know and compare the prices of different producers engaged in the same line of activity. c) Upper Class: Consumers want high class goods to maintain their status in the society. STATEMENT OF THE PROBLEM The study on consumer preference helps to know who the customers are, What they want, how they use and react to the product. The wants of the consumer are carefully studied by conducting surveys on consumer preference. SCOPE OF THE STUDY The study covers the entire area of Namakkal town for the purpose of studying consumer preference towards Usha Sunflower Oil.

OBJECTIVES OF THE STUDY A study on consumer preference towards Usha Sunflower Oil has been carried out with the following objectives. To give a profile of the company. To analyze the theoretical aspect of consumer behaviour. To provide a data analysis & interpretation of Usha Sunflower Oil. To list out the Findings & suggestions for the improvement of Usha Sunflower Oil. RESEARCH METHODOLOGY 1. Research Design: The formidable problem that follows the task of defining the research problem is the preparation of the research project, popularly known as the Research Design. A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. 2. Descriptive Research Design: Descriptive research studies are those studies which are concerned with describing the characteristics of a particular individual, or of a group,
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1.

2.

3.

4.

where as diagnostic research studies determine the frequency with which something occurs or its association with something else. DATA SOURCES This study is based on primary data collected from a sample of 50 respondents. Primary Data Secondary Data

1.

2.

1. Primary Data: Primary data refers to those data, which are collected first hand by the investigator. Such data are original in character and are generated in a large number of surveys conducted. Consumers opinions have been collected as primary data through well designed questionnaire by using convenience sampling method. 2. Secondary Data: Secondary data refers to information were collected from various books, Journals, internet and periodicals pertaining to the relevant matter of the subject under the study.

TOOLS OF ANALYSIS Percentage Method: Percentage refers to a special kind of ratio percentages are used in making comparison between two or more series of data. Percentages are used to describe relationship, it allows a meaningful comparison / interpretation to be made. LIMITATIONS OF THE STUDY The study is limited to Namakkal town only and therefore the findings cannot be extended to other areas. ii. The data was collected using the questionnaire technical and therefore all the data collected may not be accurate. iii. Time and cost limiting the study to a sample of 50 respondents. At the time of data collection few consumer are not willing to give response.

i.

iv.

CHAPTER SCHEME The study is presented in five chapters. Brief contents of these chapters are as follows; CHAPTER I This chapter deals with introduction, Objectives of the study, Scope, Statement of the problem, Research Methodology and Tools of analysis, Limitations of the study and Chapter scheme. CHAPTER II The second chapter deals with the profile of the company. CHAPTER - III This chapter deals with the theoretical issues of buyer Behaviour. CHAPTER IV Fourth chapter focusing on Data Analysis and Interpretation. CHAPTER V The last chapter is the concluding chapter of the whole study, which contains main findings of the study & suggestions.

CHAPTER-II

PROFILE OF THE COMPANY B.S.P REFINERIES LTD.,

TRADITIONS TAKE ROOTS

Like the sunflower that basks in brilliant sunshine, BSP Refineries Ltd Shines forth as Usha among tar. Established in 1995 by BSP refineries group of concerns, backed by the companys rich experience in oil trading, Refinery visualized Usha its brand of package Sunflower as Quality sunflower oil, which is healthy, hygienically prepared and goes easy on the pocket too.

Quality, as the clich goes, is accepted by every one. As per this golden rule, Usha soon became a phenomenon among sunflower oil with sky rocketing sales and growth. Recently, the brand has been awarded the AGMARK accreditation of quality, as well.

Thus, a Golden Era in edible oil has dawned.

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USHA SUNFLOWER OIL Sunflower oil is the non-volatile oil expressed from sunflower (Helianthus annulus) seeds. Sunflower oil is commonly used in food as a frying oil, and in cosmetic formulations as an emollient. COMPOSITION Sunflower oil contains predominantly linoleic acid in triglyceride form. The British Pharmacopoeia lists the following profile: Palmitic acid : 4 - 9%, Stearic acid : 1 - 7%, Oleic acid : 14 - 40%, Linoleic acid: 48 - 74%. There are several types of sunflower oils produced, such as high linoleic, high oleic and mid oleic. High linoleic sunflower oil typically has at least 69% linoleic acid. High oleic sunflower oil has at least 82% oleic acid. Variation in fatty acid profile is strongly influenced by both genetics and climate. Sunflower oil also contains lecithin, tocopherols, carotenoids and waxes. Sunflower oil's properties are typical of a vegetable triglyceride oil. Sunflower oil is produced from oil type sunflower seeds. Sunflower oil is light in taste and appearance and has a high Vitamin E content. It is a combination of mono- unsaturated and polyunsaturated fats with low saturated fat levels.

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PHYSICAL PROPERTIES Sunflower oil is liquid at room temperature. The refined oil is clear and slightly amber-colored with a slightly fatty odor.

Smoke point (refined) Density (25 C)

230 C 917 kg/m3[citation needed]

440 F[citation needed] 225 F[citation needed]

Smoke point (unrefined) 107 C Refractive index (25 C) 1.473[citation needed] USES

As a frying oil, sunflower oil behaves as a typical vegetable triglyceride. In cosmetics, it has smoothing properties and is considered noncomedogenic. Only the high-oleic variety possesses shelf life sufficient for commercial cosmetic formulation. Sunflower oil's INCI name is Helianthus Annulus (Sunflower) Seed Oil. HEALTH BENEFITS

There are a variety of health benefits associated with the consumption of Sunflower oil.

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1. Diet and Cardiovascular Benefits: Sunflower oil is high in the essential vitamin E and low in saturated fat. The two most common types of sunflower oil are linoleic and high oleic. Linoleic Sunflower oil is a common cooking oil that has high levels of the essential fatty acids called polyunsaturated fat. It is also known for having a clean taste and low levels of trans fat. High oleic sunflower oils are classified as having Monounsaturated levels of 80% and above. Newer versions of sunflower oil have been developed as a hybrid containing linoleic acid. They have monounsaturated levels lower than other oleic sunflower oils. The hybrid oil also has lower saturated fat levels than linoleic sunflower oil. Sunflower oil of any kind has been shown to have cardiovascular benefits as well. Diets combined with a low fat content and high levels of oleic acid have been suggested to lower cholesterol This, in turn, results in a smaller risk of heart disease. Sunflower oils fit this criteria. Studies of adults suggested that a balanced diet in which small quantities of saturated fats are replaced with sunflower oil has detectable cholesterol- reducing benefits. Research suggests that lower cholesterol levels can be caused by balances of polyunsaturated and monounsaturated fatty acids. Sunflower oil may help with this balance. 2. Restaurant and Food Industry Uses: Restaurants and food manufacturers are becoming aware of the health benefits of sunflower oil. The oil can be used in conditions with extremely high cooking temperatures. It may also help food stay fresher and healthier for longer periods of time. Food manufacturers are starting to use sunflower
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oil in an effort to lower the levels of trans fat in mass produced foods. A number of common snack foods currently contain sunflower oil, including Kettle, Sun Chips, Ruffles, Walkers and Lay's potato chips; the recipe of the latter was modified in late 2006 in order to include the oil. 3. Sunflower Oil as Skin Protection: Sunflower oil may also have suggested skin-health benefits. Sunflower oil, like other oils, can retain moisture in the skin. However, it may also provide a protective barrier that resists infection. Studies using sunflower oil have been conducted involving pre-term infants that are often susceptible to infection due to their underdeveloped skin. Research suggests that pre-term infants with low birth weight can benefit from sunflower oil skin treatments. Infections decreased by 41% in infants that received a daily skin treatment of sunflower oil. The sunflower oil provided a protective barrier against infection that was not otherwise present on the infant. CLASSIFICATION OF SUNFLOWER OIL 1. Linoleic: Sunflower oil contains essential fatty acids that are polyunsaturated. However, the structure of linoleic oil requires light hydrogenation to remain stable for frying. Linoleic sunflower oil usually contains about 20 percent oleic fatty acids, 69 percent linoleic fatty acids and 11 percent saturated fatty acids. Linoleic sunflower oil is excellent for cooking with a neutral taste. This characteristic enhances the taste of food, rather than masking it. Linoleic oil is the preferred oil in much of Europe, Russia, Mexico, the Mediterranean and South America.
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2. High-Oleic: Sunflower oil represents oils that have monounsaturated fat levels of 80 percent or higher. Typically, high-oleic sunflower oil contains 82 percent oleic fat, 9 percent linoleic fat and 9 percent saturated fat. High-oleic sunflower oil is used in food and industrial applications that require higher levels of monounsaturated fats. In 1995, the members of the National Sunflower Association (NSA) determined that the existing fatty acid structure of sunflower oil needed to be changed in order to compete more successfully in the domestic market. After visiting with large domestic oil users and USDA plant breeders, it was determined that a mid-level oleic sunflower oil would be the best product to consider. 3. NuSun: Whose name was trademarked by NSA, is a mid-oleic sunflower oil with a lower monounsaturated fat level than high oleic sunflower oil, but a lower saturated fat level than linoleic oil. Therefore, NuSun is considered a mid-range oleic sunflower oil. NuSun requires no hydrogenation and has a 9 percent saturated fat level. NuSun works well for frying applications and has a good balance of linoleic acid, an essential fatty acid that enhances the taste of products. NuSun sunflower oil is a close substitute to canola oil; however, canola oil has higher linoleic levels, which requires hydrogenation to stabilize. Compared to other oils, sunflower oils, such as NuSun, have a longer shelf life due to their chemical makeup.

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MARKETING PROCESSING PLANTS Four major oil-type sunflower crushing plants are located in the Great Plains. Cargill operates a plant in West Fargo, N.D., while ADM operates plants in Goodland, Kansas; Enderlin, N.D.; and Red Wing, Minnesota. In the fall of 2002, the Goodland plant was closed due to insufficient supply because of drought conditions. The availability of handling and processing facilities is directly related to transportation cost advantages associated with marketing sunflowers. The location of the end users influences production decisions. End users are defined as snack food companies, restaurants, fast-food chains, salad oil makers and any other firm that uses sunflower products. Sunflowers are mainly shipped by truck to minimize transportation costs. Cost advantages are greater when the plant also processes the seeds, rather than extracting the oil or processing the seeds, and then shipping the products. MARKETING OPTIONS FOR SUNFLOWERS The relatively small size of the sunflower industry compared to other grain crops has led to greater marketing options for producers. Sunflowers are priced on a per 100 pounds basis. Cash sales are used for marketing sunflowers in spot markets and local elevators. Elevators or cooperatives offer cash prices to the producers based on current market conditions. In turn, the elevators or cooperatives then sell the sunflowers to oilseed crushing plants, confectionary plants or birdseed packers, depending on seed quality. Cash sales are used with both oil and confectionary sunflowers.

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Contracts also are used to market sunflowers. One of the most common contracts is the forward-cash contract. In return for a guaranteed price, a producer and buyer agree upon a quantity and specific date to deliver sunflowers. The forward-cash contract price is determined, but it is subject to premiums or discounts associated with sunflower seed quality and oil content. This contract method is very successful in the sunflower oilseed industry. Forward-cash grower contracts are also used for specialty crops, such as the high-oleic and confectionary sunflowers. This contract is similar to the cash- forward contract. First of all, a minimum number of acres as stated by the producer and processor is required in order to fill the amount specified in the contract. Processors also require the grower to use specific seed varieties. The processor provides production advice to improve quality and yields. This contract also includes Act of God clauses, which protect the growers from production failures due to conditions out of their control. Some contracts require the grower to store the crop until the processor is ready for delivery. In these cases the grower receives a price premium or storage credit to defray a portion of the storage costs. DEMAND Harvested sunflowers are used in a variety of ways. Different markets and customers demand sunflower seeds with certain qualities and characteristics for individual uses. About 60 percent of annual confectionary sunflower production is exported from the United States to Spain, Netherlands, Germany, and Canada, where demand is higher for quality

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sunflower seeds and products. These countries use sunflowers for confectionary and oil. Confectionary sunflower seeds are used for packaged, food grade and ingredients. The largest market for food-grade seeds is consumer retail, both domestically and abroad, in countries such as Germany and Spain. Packaged sunflowers are primarily a specialty food product and are sold to consumers as a healthy snack either in the shell or hulled. Ingredient sunflowers are sold to firms, such as bread companies, that use sunflower seeds in their products. The birdseed market has been growing in recent years. Lower quality sunflower seeds are used in birdseed. In 1996-1997 (most recent estimate), an estimated 949 million pounds of sunflower seeds were used to make birdseed. This was 25 percent of total U.S. production. SUPPLY In recent years, the production of sunflowers for cooking oil, confectionary (for example, food) and birdseed has increased throughout the United States. Sunflowers are primarily grown in North Dakota, South Dakota, Minnesota, Kansas, Colorado, Nebraska and Texas. North Dakota produces about 5 percent of the U.S. sunflower crop. Many hybrids and varieties of sunflowers are available in the United States. One popular type of sunflower is NuSun, which NSA trademarked. NuSun sunflowers are mid-oleic hybrids, which have an oleic level between 50 percent and 70 percent, with an average of 65 percent. In 1999, the NSA tested 36 NuSun hybrids and five traditional hybrids at field trials in Casselton, N.D.; Brookings, S.D. and Colby, Kansas. The Kansas field-trial
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results showed that NuSun hybrids were comparable with traditional hybrids in yield and oil percentage. Sunflower acreage for non-oil purposes in the United States increased 68 percent from 1992 to 1999 before declining the past three years (Figure 6). Meanwhile, sunflower acreage for oil purposes increased 33 percent from 1996 to 1998 before declining the past 5 years due to demand conditions. Production, which is measured in pounds, tends to follow acreage and yields. Sunflower oil production in the United States was 2.26 million pounds in 2003. Non-oil production was 406,000 pounds. Sunflowers grown for oil have decreased in recent years Sunflowers grown for non-oil uses have had variable yields. Non-oil sunflowers averaged 1,256 pounds per acre in 2003. Sunflowers for oil had an average yield of 1,206 pounds per acre in 2003. Premiums are offered for certain types of sunflowers, such as NuSun, for oil content and other characteristics. Premiums depend on market conditions and the individual characteristics that buyers are looking for in sunflowers. Buyers and processors usually offer premiums to producers, providing an incentive for producing certain types of sunflowers. Governmental programs are also creating an incentive to produce sunflowers. Prior to the Freedom to Farm program in 1996, government farm program regulations periodically allowed Kansas farmers to plant sunflowers on program acres and still collect a relatively high proportion of their target price deficiency payments. In these cases, the target price deficiency payments were based on previous feed grain or wheat program crop base acreage. Depending on costs of production and price prospects, these flexible
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program regulations were of great financial benefit for sunflower producers in the central Great Plains. With the passage of the Freedom to Farm program in 1996, sunflower producers have benefited from the availability of marketing loans for sunflowers. Crop cost and profitability budgets from Kansas State Research and Extension indicate that current levels of sunflower production costs relative to their marketing loan rate generally place sunflowers in a strong competitive position with alternative dryland and irrigated crops in the Central Great Plains (OBrien and Dumler). CULTIVATION AND USES

A sunflower farm near Mysore, India.

Sunflower heads sold as snacks in China.

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Sunflowers are native to the Americas. There is some debate about where the sunflower was first domesticated. The earliest known examples of a fully domesticated sunflower were found at the Hayes site in Tennessee that date back to around 2300 B.C. There were also other remains found at the Olmec site of San Andres dating some time before 2100 B.C. The Incas used the sunflower as an image of their sun god. Gold images of the flower, as well as seeds, were taken back to Europe early in the 16th century. The Giant sunflower (Helianthus giganteus) is native to the Eastern United States. They can grow to be between 3 and 12 feet tall. They can grow from Ontario to Minnesota and Kentucky to Georgia. Their flower heads can be between 2 to 3 inches wide. They are most commonly found in valleys with wet meadows or swamps. The Giant sunflower grows between July and October. To grow well, sunflowers need full sun. They grow best in fertile, moist, well-drained soil with a lot of mulch. In commercial planting, seeds are planted 45 cm (1.5') apart and 2.5 cm (1") deep. Sunflower "whole seed" (fruit) are sold as a snack food after roasting within heated ovens with or without salt added. Sunflowers can be processed into a peanut butter alternative, Sunbutter, especially in China, Russia, the United States, the Middle East and Europe. It is also sold as food for birds and can be used directly in cooking and salads. Sunflower oil, extracted from the seeds, is used for cooking, as a carrier oil and to produce biodiesel, for which it is less expensive than the olive product. A range of sunflower varieties exist with differing fatty acid

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compositions; some 'high oleic' types contain a higher level of healthy monounsaturated fats in their oil than even olive oil. During the 18th Century, the use of sunflower oil became very popular in Europe, particularly with members of the Russian Orthodox Church because sunflower oil was one of the few oils that was not prohibited during Lent. The cake remaining after the seeds have been processed for oil is used as a livestock feed. Some recently developed cultivars have drooping heads. These cultivars are less attractive to gardeners growing the flowers as ornamental plants, but appeal to farmers, because they reduce bird damage and losses from some plant diseases. Sunflowers also produce latex and are the subject of experiments to improve their suitability as an alternative crop for producing hypoallergenic rubber. For farmers not intending to grow it, the sunflower is considered a noxious weed. The wild variety will grow unwanted in corn and soybean fields which can have a negative impact on yields. FLOWER FORMATION

1. The first stage of the flower formation 2. The flower is still covered, but faces the sun

3. The flower is nearly completely 4. The flower is exposed completely exposed

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Time lapse video of a sunflower opening over an 8.75 hour period. In case of problems, see media help. GALLERY

Sunflowers in Manila, Philippine

Sunflowers

Bumble bee sampling Sunflower nectar

Sunflowers growing near Fargo, North Dakota

Sunflower seedlings, Sunflower field in Eastern Lone sunflower about just three days after germination Bulgaria 2m Sunfl

Sunflower Profile

Sunflower and pollinator

ower (French:Tourneso l) from Media Wiki logo

Large Russian Sunflower

Sunflower

Sunflower seeds in

Sunflower close-up.
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Red sunflowers.

Hybrid

many variations, sizes.

Sunflower

CHAPTER- III THEORETICAL ISSUES AND CONSUMER BEHAVIOUR

MARKETING Flow of goods from the producer to the consumer is the traditional concept of marketing. Here all the activities that are carried out to facilitate the flow of goods and services come under marketing. In other words, marketing includes all the activities directly and indirectly connected with production, transportation, storage, grading, selling and all the efforts of the wholesalers and retailers. This has been the standard approach for many years and it is still a valid way of looking at the filed of marketing. It emphasizes merely one particular aspect i.e., movement of goods and services from producer to consumer. But it makes marketing production oriented rather than consumer oriented. It also overlooks the managerial decision making aspects involved in marketing. According to Kotler Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. CONSUMER Everybody of us is a consumer. We need variety of goods and services right from our birth to death. Because of marketing, we can have what we

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need. Marketing is a process through which both the buyer and seller give something (e.g., goods, services, money etc.,)to each other for maximum possible satisfaction. Consumer is a person or an individuals, institution, who buys or hires goods and services for consideration , paid or promised and include user of goods, using them with the approval of the buyer but does not include a person who obtains goods for resale or for any other commercial purpose. Consumers are people in family and other kinds of households who buy and use products and services in order to satisfy their personal needs and wants. THE INDIAN CONSUMER To understand the peculiarities of the Indian consumer, to construct his buying profile he has to be studied in relation to his environment, his culture and tradition, his educational and economic status, his level of exposure and the degree of his sophistication. A comprehensive study of the Indian consumer has not been undertaken so far of course, quite a few studies have been conducted by academic institutions and individual researchers on isolated aspects of the buying behaviour of the Indian consumer. Based on those theories and findings Indians as a dass present a striking contrast to the people of the west. By and large they are not an adventurous, thrill seeking, highly strong community. Basically, they are conservative minded and tradition bound people. They do not seek after great events for their happiness. They are content with the small happenings
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in the family or community. These are some general characteristics of the Indian people. CONSUMER BUYING PROCESS Participants in the buying process The major participants that play an important role in the buying -process, are 1) Initiator, 2) Influencer, 3) Decider, 4) Buyer, and 5) User, we describe each one, through briefly:1. Initiator: He is the person, who first suggests and thinks of the idea of buying the particular product. 2. Influencer: The person, who implicitly or explicitly has some influence, on the final buying- decision of others. 3. Decider: He is the person, who decides finally any part or whole of the buyingdecision, i.e, whether to buy or not? What to buy? How to buy? When to buy? Or where to buy? 4. Buyer:

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The person, who actually buys. Buyer may be the decider or he may be some other person. 5. User: He is the person, who actually uses the purchased item . STAGES OF BUYING PROCESS Consumer Behaviour can be better understood with the help of understanding the buying process. It is a process of deciding whether to buy or not to buy. The buying process begins before the actual purchase takes place and will continue after the purchase also. The process consists of the following five stages. Buying Decision Process Need recognition Information Search Evaluatio n attitudes of Purchase decision Post purchase behaviour

Many models have been developed describing the buying process. These models called as consumer behaviour models treat a consumer as a decision- maker who comes to a market place to buy the product / brand for his satisfaction of needs. The buying process has been discussed below through the consumer behaviour models.

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THEORIES OF CONSUMER BEHAVIOUR Buying behaviour is complex and dynamic. The behavioural sciences like economics, sociology, psychology, anthropology play a significant role as determinants of buyer behaviour. The study of buyer behaviour is essential to perform marketing functions successfully because success of marketing relies mainly on the buying pattern of consumers. We shall now discuss various theories developed in this context. 1. Economic Theories: Marshallion model: This model was developed by classical economists. This model describes that a consumer will buy regularly those products at relative prices that will give him maximum satisfaction. Further, it describes that buying decisions are made as the result of rational activities and economic calculations. It does not explain now brand and product preferences are formed. One of the behavioural hypothesis suggested by economic model is Lower the price of the product, higher the sales may not be accepted to its entirety because price is not only the factor which determines the volume of sales. Sometimes people may afraid of the quality if the price is low. 2. Psychological Theories: Psychological theories are known as learning theories. According to these theories, people learn from post experience and the results of such experience will change their actions on future events. It explains now the buying habits are developed through various steps viz . , repetition, motivation, conditioning and relationship. According to stimulus response
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theory. Learning involves four central processes drive, cue, response & reinforcement. Further, psychology directs the satisfaction of certain needs which is popularly known as Maslows hierarchy of human needs. They are, 1. Physiological needs i.e. basic needs viz., food, drink. 2. Safety needs security, protection. 3. Social needs i.e, love and belongingness needs presenting gift at various occasions. 4. Esteem needs self respect, prestige in society. 5. Self actualization needs achievement in life. 3. Psycho Analytic Theories: Psycho Analytic Theory was developed by Sigmund Freud. It has three elements namely, id, ego and super ego id denotes the free mechanism which leads to strong drives. Ego weights consequences of the act instead of rushing blindly into the act. Super ego tries to keep the acts morally right. The buyer behaviour relies on the relative strength of these tree elements. Sometimes there may be a conflict between the elements of id and super ego. Ego maintains the balance between the id and the super ego.

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4. Socio Cultural Theories: This theory is also known as group theories. This theory considers man as a social animal. The persons buying decisions are influenced by the family and society. His wants and behaviour are largely influenced by the group to which the belong other groups like cultural groups, reference groups, social classes, family are also influence ones buying decisions. CONSUMER GOODS According to American Marketing Association, Consumer goods are defined for use by ultimate consumer or households and in such form that they can be used without commercial processing. The knowledge and sophistication of consumer vary according to whether the goods are industrial or consumer goods. The manufacturer must keep a constant touch with the customer. He must plan his production and distribution to suit the customers convenience rather than his own very often consumer is not an individual at all but a whole family . customer and consumer is the central theme of the marketing system. For a product to sell, with or without advertising it must satisfy some needs of the consumers. These needs dominate the behaviour of the consumer. Buying motives that prompt the buyer to buy a product may be fear, desire for money, vanity, pride, fashion, possession, sex or romance, affection and comfort.

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CONSUMER RESEARCH Consumer research is the methodology used to study consumer behaviour. Consumer behaviour research enables marketers to carry out new market segments based on variables that emerge as important discriminators among consumers for a specific product. Consumer research is relevant to each variable in the marketing mix, product, price, promotion and distribution. Consumer research enables the marketer to build consumer Meaning into the product by discovering which attributes are most important to the target market and integrating them into design of the product. It presides the basis for the development of new product concepts and families of products to meet the targets of consumer needs. It assists the marketer in establishing psychological pricing levels that consumers would be willing to pay. Consumer research is used to determine persuasive advertising appeals and to identify appropriate media choices to reach selected target markets. Consumer research identifies Where consumer shop and now they perceive various distribution outlets and provides the basis for an effective distribution strategy. Through consumer research the marketers can get a better idea of how consumers buy and how they make specific choices. This enables them to describe the consumer decision making process in general

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REVIEW OF LITERATURE Marketing and consumer behaviour are the wide term which constitutes so many main functions and sub function. These terms are the backbone of a project on consumer gratification. Here the two terms are reviewed literally. Review of literature deals with the important factors and lines of marketing and consumer behaviour. PRODUCTION ORIENTATION Marketing managers operating under a production oriented philosophy fours their efforts on physical production stress development in technology. Henry Fords famous description of the model J You can have any color you want as long as its black. Sums up the prevailing attitude of the production orientation. Sales orientation changing their minds The philosophy of a sales oriented organization is to change consumers minds to fit the product. It is epitomized by the slogan. Push ! Push !Sell! Sell! The sales orientation is perhaps most common during economic during economic periods when supply exceed demand, such as the great depreciation (1929 1933). Marketing concept the foundation of a Marketing orientation 1. To be consumers oriented in all matters, from product development to honoring warranties and service contracts.
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2. The stress long run profitability rather than short term profits o sales volumes. 3. To integrate and co-ordinate marketing functions and other corporate functions. Although the marketing concept has clear application to many situation, the point has been made it need not be applied to every possible situation.1 Marketing role in society can be illustrated by the description of marketing the delivery of a standard of living to society.2 The consumer or customer should be seen as the fulcrum, the pivot pint about which the business moves in operating for the balanced interest of all concerned.3 Its up to us to move to the customer4 Buying customers, as doing the things that will make people want to do business with it5 The best advertisement is done by satisfied customers6 More of todays marketing is moving from the market place into cyberspace.7

1 2

Franklin S.Houston, Journal of Marketing, April, 1986. Philip Kotler, Marketing Management. 3 Fred J.Burch, Harvad Business review July August, 1960 4 Priscilla A.La Barbara and Larry J, MSU Business Topics, winter 1980 5 Theodore Levit, Marketing Myopia, Harvad Business Review July August, 1960 6 Philip Kotler, Marketing Management 7 Philip Kotler, Marketing Management

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 The future isnt ahead of us. It has already happened"8 Consumer behaviour as those actions directly involved in obtaining, consuming and disposing of products and services, including the decisions process that proceeds and follow the action9 The behaviours that consumer display in scanning for purchasing, using evaluating and disposing of products and services that expect will satisfy their needs. The study of consumer behaviours is the study of how individuals make decision to spend their available resources on consumption related items. It includes the study of what they buy, why they buy it, when they buy it, where they buy it, how often they buy it and how often they use it10 Marketing included those business activities which are involved in the flow of goods and services from production to consumption Marketing research is the function which links the consumers, customers and public to the market through information used to identify and define marketing opportunity and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improving understanding of marketing as a process. Marketing research specifies the information required to address these issues; designs the method for collecting information; manage and implements the data collection process; analysis the results and communicates the findings and their implications.11
8 9

Philip Kotler, Marketing Management Engel (James F), Black well Rger D.Mimi and paulkat Consumer Behaviour 10 LeonG.Sctiffon & Lesik Lazar Kanuk Consumer Behaviour 11 Reported in New Marketing Research Definition Approved, Marketing News, 21 (January, 1987)

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It role is to broaden managerial decision alternatives and reduce the range of decision error through application of the scientific method to analysis of data and evaluation of information12 Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the sellers need to convert his product into cash; marketing with the idea of satisfying the needs of the customers by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it.13 Companies may find their expenditure for advertising sales to be poorly done. Management then decides it is time to undertake a serious marketing audit to improve its marketing.14 Economic utility : satisfying consumer needs The ability of an organization marketing a product to satisfy a customers wants or needs. Economic utility includes from utility (Created by conversion of raw materials into furnished goods that meet consumer needs.) Place utility (Created by making goods available where consumer want them) and Position utility created by transfer of physical possession and ownership of the product to the consumer.

CHAPTER - IV

12 13

Murray Cayley, The Role of research in Marketing, Business Quaterly, 33, No.3, August, 1968 Uvitt, Marketing Myopia 14 See Thomas V.Bonoma and Bruce Clark, Marketing Performance Assessment (Boster : Harvara business School, 1998

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DATA ANALYSIS AND INTERPRETATION

The present chapter deals with the profile of the sample respondents. In order to have a better understanding of the respondents , all the 50 respondents considered for the study have been classified on the basis of both the demographic and product related factors and the same has been tabulated. Following are the demographic factors considered for the study: Age Gender Educational qualification Marital status Occupation Size of the family Family income.

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Following are the product related factors considered for the study: Known about usha sunflower oil. Period of usage. Factors influencing the purchase of usha sunflower oil. Quantity of usha sunflower oil. Period of the purchase. Sources of purchasing usha sunflower oil. Opinion about the product quality. Awareness of advertisement. Opinion about the product price.

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TABLE 4.1 AGE OF THE RESPONDENTS

Age Below 20 years 20-35 years 35-50 years Above 50 years Total Source: Primary Data

No. of Respondents 5 30 9 6 50

Percentage (%) 10 60 18 12 100

The above table reveals the different age group of respondents out of 50 sample, 60 percent of the respondents come under the age group of 20-35 years, 18 percent of the respondents in between the age group of 35-50 years, 12 percent of the respondents are belonging to the age group of above 50 years and the remaining 10 percent of the respondents are below 20 years.

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CHART 4.1 AGE OF THE RESPONDENTS

60 50
Percentage

60

40 30 20 10 0 Below 20 years 20-35 years

Age

18 10

12

Below 20 years 20-35 years 35-50 years Above 50 years

35-50 years

Above 50 years

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TABLE-4.2 GENDER OF THE RESPONDENTS

Gender Male Female Total

No. of Respondents 14 36 50

Percentage (%) 28 72 100

Source: Primary Data It is clear from the above table shows that out of 50 respondents, 72 percent of the respondents belong to female and 28 percent of the respondents were male.

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CHART -4.2 GENDER OF THE RESPONDENTS

Male, 28 Male Female Female, 72

GENDER

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TABLE 4.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational Qualification School Under Graduate Post Graduate Others(Uneducated) Total Source: Primary Data

No. of Respondents 10 12 25 3 50

Percentage (%) 20 24 50 6 100

As per table 4.3 as high as 50 percent of the respondents were post graduations. Where as 24 percent of them had completed under graduations. The next 20 percent of them were schooling. There were also 6 percent illiterates among the respondents.

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CHART 4.3 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

50 50 45 40 35 Percentage 30 25 20 15 10 5 0 School Under Graduate Post Graduate Others(Uneducated) Educatioanal Qualification 6 20 24 School Under Graduate Post Graduate Others(Uneducated)

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TABLE 4.4 MARITAL STATUS OF THE RESPONDENTS

Marital status Married Unmarried Total Source: Primary Data

No. of Respondents 30 20 50

Percentage (%) 60 40 100

It is clear from the above table that out of 50 respondents, 60 percent of them are married and 40 percent of the respondents are unmarried.

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CHART 4.4 MARITAL STATUS OF THE RESPONDENTS

60

40 60 50 40 Percentage 30 20 10 0 Married Marital Status Unmarried

Married Unmarried

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TABLE 4.5 OCCUPATION OF THE RESPONDENTS

Occupation Business Profession Employee Home maker Others(students) Total Source: Primary Data

No. of Respondents 7 10 3 20 10 50

Percentage (%) 14 20 6 40 20 100

It is noted from the table 4.5 that of the total respondents, 14 percent were businessmen, 20 percent professionals, 6 percent employees, 40 percent home makers and the remaining 20 percent others (students).

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CHART 4.5 OCCUPATION OF THE RESPONDENTS

40 40 35 30 25 20 20 14 15 10 5 0 Business Profession Employee Occupation Home maker Others(students) 6

Percentage

20

Business Profession Employee Home maker Others(students)

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TABLE 4.6 FAMILY SIZE OF THE RESPONDENTS

Family size Upto 2 members 2-4 members 4-6 members Above 6 members Total Source: Primary Data

No. of Respondents 2 22 20 6 50

Percentage (%) 4 44 40 12 100

Of the total 50 respondents higher percentage are having 2 to 4 members.

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CHART 4.6 FAMILY SIZE OF THE RESPONDENTS

50 45 40 35 30 25 20 15 10 5 0 Upto 2 members 2-4 members 4-6 members Above 6 members Family Size 4 12 Upto 2 members 2-4 members 4-6 members Above 6 members Percentage 44 40

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TABLE 4.7 FAMILY INCOME OF THE RESPONDENTS

Monthly family income Upto Rs.5,000 Rs. 5,001-Rs.10,000 Rs. 10,001-Rs.15,000 Rs. 15,001-Rs.20,000 Above Rs.20,000 Total Source: Primary Data

No. of Respondents 13 13 15 4 5 50

Percentage (%) 26 26 30 8 10 100

The above table shows that the 26 percent of the respondents earning Income Upto Rs.5,000 , again 26 percent of the respondents are getting an income of Rs. 5,001- Rs.10,000 , 30 percent of the respondents are getting an income of Rs.10, 001- Rs.15, 000, 8 percent of the respondents are getting an income of Rs. 15,001 Rs. 20,000 and the remaining 10 percent of the respondents are having monthly income of above Rs.20,000 respectively .

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CHART 4.7 FAMILY INCOME OF THE RESPONDENTS

30 30 25 20 15 10 5 0
Upto Rs.5,000 Rs. 5,001Rs.10,000 Rs.10,001Rs.15,000 Rs.15,001Rs.20,000 Above Rs.20,000

26

26

Percentage

10 8

Upto Rs.5,000 Rs. 5,001-Rs.10,000 Rs.10,001-Rs.15,000 Rs.15,001-Rs.20,000 Above Rs.20,000

Monthly Family Income

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TABLE 4.8 RESPONDENTS AND KNOWN ABOUT USHA SUNFLOWER OIL Known about usha sunflower oil Advertisement Friends Relatives Self realization Total Source: Primary Data The above table shows that 58 percent of the respondents are aware of usha sunflower oil by advertisement and 16 percent of the respondents are aware of usha sunflower oil through relatives , again 16 percent of the respondents are aware of usha sunflower oil through self realization and the remaining10 percent of the respondents are aware of usha sunflower oil through friends.

No. of Respondents 29 5 8 8 50

Percentage (%) 58 10 16 16 100

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CHART 4.8 RESPONDENTS AND KNOWN ABOUT USHA SUNFLOWER OIL

58 60 50 40 Percentage 30 16 20 10 0 Advertisement Friends Relatives Self realization
Known about usha sunflower oil

16

10

Advertisement Friends Relatives Self realization

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TABLE 4.9 RESPONDENTS AND PERIOD OF USAGE

Usage period Below 1 year 1-2 years 2-3 years 3-4 years Above 4 years Total Source: Primary Data

No. of Respondents 10 11 7 6 16 50

Percentage (%) 20 22 14 12 32 100

As per table 4.9 as high as 32 percent and 22 percent of the respondents was utilizing usha sunflower oil for a period of above 4 years and 1-2 years and 20 percent of the respondents was utilizing below 1 year and 14 percent of the respondents and 12 percent of the respondents was using 2-3 years and 3-4 years for this brand.

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CHART 4.9 RESPONDENTS AND PERIOD OF USAGE

Above 4 years, 32

Below 1 year, 20 Below 1 year 1-2 years 2-3 years 3-4 years Above 4 years

1-2 years, 22 3-4 years, 12 2-3 years, 14

USAGE PERIOD

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TABLE 4.10 RESPONDENTS AND FACTORS INFLUENCING THE PURCHASE OF USHA SUNFLOWER OIL

Reason for buying Price Quality Quantity Low cholesterol Total Source: Primary Data

No. of Respondents 3 15 4 28 50

Percentage (%) 6 30 8 56 100

It is clear from the above table that 56 percent of the respondents are influenced to use usha sunflower oil by low cholesterol , another 30 percent of the respondents are buying usha sunflower oil for its quality and the next 8 percent for its quantity , where as only 6 percent were influenced by the factors such as price to use usha sunflower oil .

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CHART 4.10 RESPONDENTS AND FACTORS INFLUENCING THE PURCHASE OF USHA SUNFLOWER OIL
56

60 50 40 Percentage 30 20 6 10 0 Price Quality Quantity

30

Price Quality Quantity Low cholesterol

Low cholesterol

Reason for Buying

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TABLE 4.11 RESPONDENTS AND QUANTITY OF USHA SUNFLOWER OIL

Quantity 1litre 5litres Others (50 ml) Total Source: Primary Data

No. of Respondents 31 10 9 50

Percentage (%) 62 20 18 100

It is extracted from the above table shows that out of 50 respondents, 62 percent of the respondents purchase 1 litre , 20 percent of the respondents purchase 5 litres , and the remaining 18 percent of respondents purchase others (50 ml).

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CHART 4.11 RESPONDENTS AND QUANTITY OF USHA SUNFLOWER OIL

62 70 60 50 40 Percentage 30 20 10 0 1litre 5litres Quantity Others (50 ml) 20 1litre 18 5litres Others (50 ml)

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TABLE 4.12 RESPONDENTS AND PERIOD OF THE PURCHASE

Purchasing period Daily Weekly once Weekly twice Monthly once Total Source: Primary Data

No. of Respondents 5 20 9 16 50

Percentage (%) 10 40 18 32 100

Table 4.12 shows that according to 40 percent of respondents stated that the purchasing of usha sunflower oil was weekly once, 32 percent of them purchasing monthly once and 18 percent of them purchasing weekly twice but 10 percent of respondents the usha sunflower oil was purchasing daily.

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CHART 4.12 RESPONDENTS AND PERIOD OF THE PURCHASE

10

32

Daily Weekly once Weekly twice Monthly once

40

18

PURCHASING PERIOD

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TABLE 4.13 RESPONDENTS AND SOURCES OF PURCHASING USHA SUNFLOWER OIL

Place of purchase Departmental store Super market Nearest shop General store Total Source: Primary Data

No. of Respondents 10 19 13 8 50

Percentage (%) 20 38 26 16 100

It is observed from the table 4.13 that 38 percent of respondents were purchasing from super market where as 26 percent of them from nearest shop next 20 percent of them from departmental stores and the remaining 16 percent of them from general store .

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CHART 4.13 RESPONDENTS AND SOURCES OF PURCHASING USHA SUNFLOWER OIL

40 35 30 25 Percentage 20 15 10 5 0 Departmental store Super market Nearest shop General store 20 16 Departmental store Super market Nearest shop General store 26 38

Place of Purchase

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TABLE 4.14 RESPONDENTS AND OPINION ABOUT THE PRODUCT QUALITY

Opinion about the Quality Good Very good Normal Total Source: Primary Data

No. of Respondents 20 20 10 50

Percentage (%) 40 40 20 100

The above table reveals that 40 percent of the respondents express opinion about the product quality is good, again 40 percent of the respondents express their quality is very good and the remaining 20 percent of the respondents express their product quality is normal.

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CHART 4.14 RESPONDENTS AND OPINION ABOUT THE PRODUCT QUALITY

40 40 35 30 25 Percentage 20 15 10 5 0 Good Very good Opinion about the Quality Normal 20 Good Very good Normal 40

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TABLE 4.15 RESPONDENTS AND OPINION ABOUT THE PRODUCT PRICE

Opinion about the price Medium High Low Total Source: Primary Data

No. of Respondents 28 19 3 50

Percentage (%) 56 38 6 100

It is observed from the above table that out of 50 respondents, 56 percent of the respondents suggest medium price, 38 percent of the respondents suggest high price, 6 percent of the respondents suggest low price.

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CHART 4.15 RESPONDENTS AND OPINION ABOUT THE PRODUCT PRICE

56

60 38 50 40 Percentage 30 20 10 0 Medium High Opinion about the Price Low 6 Medium High Low

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TABLE 4.16 THE AWARENESS OF ADVERTISEMENT OF THE RESPONDENTS

Seen any advertisement Yes No Total

No. of Respondents 48 2 50

Percentage (%) 96 4 100

Source: Primary Data It is extracted from the above table that out of 50 respondents, 96 percent of respondents aware of advertisement and 4 percent of respondents are not aware of advertisement.

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CHART 4.16 THE AWARENESS OF ADVERTISEMENT OF THE RESPONDENTS

96 100 90 80 70 60 Percemtage 50 40 30 20 10 0 Yes Seen any advertisement No 4 Yes No

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TABLE 4.17 RESPONDENTS AND SUITABLE MEDIA FOR ADVERTISEMENT

Media Newspaper Television Radio Magazine Total Source: Primary Data

No. of Respondents 4 41 4 1 50

Percentage (%) 8 82 8 2 100

It is clear from the above table that out of 50 respondents, 82 percent of the respondents suggest television is most suitable media for advertisement , 8 percent of the respondents suggest newspaper and radio, 2 percent of the respondents suggest through magazine.

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CHART 4.17 RESPONDENTS AND SUITABLE MEDIA FOR ADVERTISEMENT

Magazine, 2 Radio, 8

Newspaper, 8 Newspaper Television Radio Magazine

Television, 82

MEDIA
.

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CHAPTER V SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

INTRODUCTION

There are many companies in the field of refined manufacture, consumer purchase decisions are influenced by a number of factors. The decision to buy a product is influenced by the marketing policies of the firm.

This chapter has been assigned to recapitulate the key findings of the study and to offer suitable suggestions to the marketing strategy of the Usha Sunflower Oil Company.

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FINDINGS
The findings of the study are as follows; The majority of respondents 60% belong to the age group of 20-35 years. Among the respondents 72% are female. It is found out that 50% of the respondents are post graduates. 60% of the respondents belong to the married category. Majority of the respondents 40% are Home Maker. Among the respondents the majority of 44% had a family size of 2-4 members. It is found out that majority of the respondents 30% come under the income level of Rs.10001-Rs.15000 per month It was inferred that the 58% of the Usha Sunflower Oil consumers are influenced by advertisement advise. As high as 32% of the respondents was utilizing Usha Sunflower Oil for a period of Above 4 years.

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 It is found out that 56% of the respondents are influenced to purchase the Usha Sunflower Oil for low cholesterol. In this survey most of the respondents 62% prefer 1 litre. As high as 40% of the respondents are used Usha Sunflower Oil was weekly once. Majority of the respondents 38% were purchasing from super market. It is found out that 40% of the respondents express opinion about the product quality is good, again 40% of the respondents express their quality is very good. In this survey most of the respondents 56% suggest medium price. As high as 96% of the respondents aware of advertisement.

Among the respondents the suggest of 82% had a television is most suitable media for advertisement.

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SUGGESTIONS
The company can take steps to maintain the quality and taste of the product. The company can concentrate on the quantity of the Oil and may try to maximize it. Price of the product can be revised, to reach the satisfaction of the consumer. The company has to concentrate more on advertisement like its competition. The company may introduce sachet packet for attracting the new users. Contests of competition may be conducted for promoting the sales.

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CONCLUSION
It is evident that Usha Sunflower Oil has a good brand image among the consumers. The taste is the most important motivating factor to buy this product. Even though the availability of the product is frequent the price of the product is high. The producer should concentrate to reduce the price of the product in order to increase the sales. From this research, the researcher has learned the research knowledge. The objectives of the research has been attained and suitable suggestions are given for the promotion of Usha Sunflower Oil.

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BIBLIOGRAPHY
A) BOOKS 1. Research Methodology - C.R.Kothari, 2nd Edition, Wishwa Prakasham, New Delhi. 2. Modern Marketing - Principles and Practices, R.S.N Pillai & Bagavathi, S.Chand & Company Ltd., New Delhi. 3. Marketing Research - S.L. Gupta, New Delhi, Excel Books, 2001. 4. Marketing Management - Dr.R.L.Varshney, Dr.S.L.Gupta, Sultan Chand & Sons, New Delhi, 1st Edition 1999. 5. Research Methodology - Thanulingam, Himalaya Publishing House, and Mumbai Millennium Edition 2000. 6. Marketing Management - Rajan sexena, Hill Publishing Company Ltd, New Delhi. 7. Research Methodology - R.Panneerselvam- Hall of India Private Ltd, New Delhi. B) WEBSITE

www.ushasunfloweroil.com

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