INDUSTRIAL VISIT REPORT

ON

“ADANI WILMAR Pvt Ltd.”

Submitted to

Faculty of Management
In partial fulfilment of the requirement of the award for the degree of
Integrated Masters of Business Administration

GLS University

Under the guidance of

Prof. Jaimini Yagnik

Prof. Dhwani Makwana
 Submitted by

IMBA Semester IV

Names Enrollment Number

Aditi Agarwal 201800510010002
Simran Bafna 201800510010004
Varija Banker 210800510010006
Shivangi Bhatt 201800510010008
Akshay Chhablani 201800510010010
Natasha Dastur 201800510010012
Jay Goswami 201800510010014
Karan Gupta 201800510010016
Preyanshi Jaggad 201800510010018
Siddharth Jain 201800510010020
Darshit Joshi 201800510010024

Class – S1
2018-2023
 Institute’s Certificate

“It is to certify that this Industrial visit Report Titled “Survey on customers Satisfaction and preference
towards different "EDIBLE OIL" brands” is the bonafide work of

Names Enrollment Number

Aditi Agarwal 201800510010002
Simran Bafna 201800510010004
Varija Banker 210800510010006
Shivangi Bhatt 201800510010008
Akshay Chhablani 201800510010010
Natasha Dastur 201800510010012
Jay Goswami 201800510010014
Karan Gupta 201800510010016
Preyanshi Jaggad 201800510010018
Siddharth Jain 201800510010020
Darshit Joshi 201800510010024

who carried out the research under my supervision?

____________________ __________________________ _________________________

Faculty Guide HOD, Faculty of Managemen

Prof. Jaimini Yagnik Prof. Dhwani Makwana Dr. Kavita Kshatriya

 PREFACE

As a part of Integrated MBA Curriculum and in order to gain practical knowledge in the field of
Management, we have prepared a report on “Survey on customers Satisfaction and preference
towards different "EDIBLE OIL" brands”. The Integrated MBA programme is a well-structured and
integrated course of business management at GLS University. The main objective of preparing the
Industrial visit report at IMBA level is to develop skills in students by providing them an opportunity to
relate practical experience with the theoretical concepts and principles of business management.

The Industrial visit has taught us about people's perceptions, their preferences and their different

satisfaction levels towards the edible oil they use. Being in the second year of our college, we gained

good practical exposure and also developed confidence to talk and understand the working of the

production in the factory. The visit was worth going and memorable for all of us as it gave us an insight

to work and train ourselves individually. 

 ACKNOWLEDGEMENT

Industrial visit has provided us with an opportunity to gain information of customers Satisfaction and
preference towards different "EDIBLE OIL" brands from different sectors. It was an experience of
applying the concepts as well as the knowledge learned during classrooms in real life practical
situations.

Every Project Report is a culmination of a student’s endeavour to gain optimum experience during a
short valuable tenure. This Project is dedicated to all the people to whom we met, talked, took guidance
and learnt many things from them.

We take immense pleasure in taking this as an opportunity to express our deepest gratitude to all those
people whose guidance and support has made it possible for us to complete this project successfully.

First and foremost, we would like to convey our heartiest thanks to GLS University for providing us
with the huge platform for doing this Industrial visit.

We are thankful to our Dean, Faculty of Management, Dr. Hitesh Ruparel and our HOD, Faculty of
Management, Dr. Kavita Kshatriya for providing us constant support from the institute. Our deepest
gratitude to our project guides Prof. Jaimini Yagnik Prof. Dhwani Makwana, Faculty Guide who in
spite of their busy schedules have provided us with their invaluable guidance, suggestions and
directions, which enabled us during all stages of this project.

Finally, we would like to convey our deepest regard to everyone who have directly or indirectly helped
us in accomplishing this project.
 DECLARATION

We, hereby declare that the report for Industrial visit report entitled “ Survey on
customers Satisfaction and preference towards different "EDIBLE OIL" brands ” is a

result of our own work and our indebtedness to other work publications,
references, if any, have been duly acknowledged.

Names Enrollment Number Signature

Aditi Agarwal 201800510010002
Simran Bafna 201800510010004
Varija Banker 210800510010006
Shivangi Bhatt 201800510010008
Akshay Chhablani 201800510010010
Natasha Dastur 201800510010012
Jay Goswami 201800510010014
Karan Gupta 201800510010016
Preyanshi Jaggad 201800510010018
Siddharth Jain 201800510010020
Darshit Joshi 201800510010024

Place:

Date:
 INDEX
CONTENTS
Chapter 1 Introduction to the Industry.............................................................................................................2
Edible Oil Industry – Worldwide...............................................................................................................2
Edible oils industry current trends............................................................................................................3
Global Edible Oil Market: Drivers and Restraints.....................................................................................3
Global Edible Oil Market: Segmentation..................................................................................................4
Global Edible Oil Market: Competitive Landscape...................................................................................4
Edible Oil Industry – India.........................................................................................................................4
Contribution to the GDP............................................................................................................................5
Current trend of the Edible oil Industry....................................................................................................6
Intervention of Government to tackle import of edible oil......................................................................6
Top Players................................................................................................................................................7
PESTEL Analysis of the Edible Oil Industry................................................................................................7
Michael Porter’s five force analysis........................................................................................................11
Chapter 2 Introduction about the company...................................................................................................14
Company Overview.................................................................................................................................14
Mission & Vision......................................................................................................................................15
Capacity...................................................................................................................................................16
Distribution..............................................................................................................................................16
Products of the Company........................................................................................................................16
Consumer Essential Products..................................................................................................................17
SWOT analysis of the company...............................................................................................................18
Chapter 3 LITERATURE REVIEW.......................................................................................................................20
Chapter 4 RESEARCH METHODOLOGY............................................................................................................25
Research problems..................................................................................................................................25
Objectives of the study...........................................................................................................................25
Scope of the study...................................................................................................................................25
Research design:......................................................................................................................................26
 Data Collection........................................................................................................................................26
Sampling plan:.........................................................................................................................................26
Data analysis:..........................................................................................................................................27
Benefits of the study:..............................................................................................................................27
Limitations of the study:.........................................................................................................................27
Chapter 5 DATA ANALYSIS AND INTERPRETATION.........................................................................................29
Graph Interpretation................................................................................................................................29
Rank order analysis.................................................................................................................................37
Factors affecting preference for edible oil brand...................................................................................40
SATISFACTION LEVEL OF THE CUSTOMERS FOR THE CURRENT USED BRAND.......................................45
Chapter 6 FINDINGS........................................................................................................................................49
Chapter 7 SUGGESTIONS.................................................................................................................................50
Chapter 8 CONCLUSION..................................................................................................................................51
Chapter 9 REFERENCES....................................................................................................................................52
Chapter 10 QUESTIONNAIRE...........................................................................................................................54
i
 CHAPTER 1
INDUSTRY OVERVIEW

1
Chapter 1 Introduction to the Industry

Edible Oil Industry – Worldwide

 Edible oil or cooking oil industry comprises of companies that manufacture, distribute
and supply oils meant for cooking and edible purposes.
 The oils manufactured are used for variety of purposes; for cooking and frying at
homes to large restaurants, fast food chains and factories that produce foods that don't
need additional oil to be mixed or fried with, before consumption.
 The processing and procedures that are undertaken to manufacture oils are through
wet-milling corn, in which the process separates corn into its basic components,
processing soybeans, tree nuts, and vegetables into oil refining vegetable fats and
blending vegetable fats with purchased animal fats.
 The growth in the edible oil industry has been the result of many driving factors; not
only from the demand perspective but from consumer perspective as well. From the
consumer trends perspective, demand is driven in the area of sweeteners, fats, food
oils, eating meat, since soybean meal is used primarily to feed poultry, swine and
cattle.
 The profitability of individual companies and organizations mainly depends on
managing raw material costs, leveraging federal farm subsidies and efficient
operations.
 The advantage with large companies and organizations is that the size of purchase,
distribution and marketing is incredibly large, organized and systematic, whereas small
companies have to operate and compete effectively by understanding and catering
accordingly to their local market and by offering specialized customized products
which attracts customers.
 The global edible oil industry is highly concentrated where the eight largest companies
account for over 80% of the total industry's revenue. In the edible oil industry, the
major products include, soybean cake and meal, shortening and cooking oils, corn
sweeteners.
 Other products include margarine, butter blends, butter substitutes and soybean oil
soybean oil, palm oil, peanut oil, cottonseed oil and other edible oils. The cooking oil
is manufactured from a wide variety of edible oil plants. 

2
  The global edible oil market is anticipated to witness a substantial growth owing to
increasing popularity of unrefined, unprocessed, healthy, and organic oil. In the
coming years, vegetable oils with low cholesterol, fat, and calories are likely to gain
high response due to growing health awareness among people across the world.
 In addition, major improvement in retail network, increasing crop yields, oil
production, and growing economies are some of the prominent factors supporting the
growth of the global edible oil market. Furthermore, growing popularity of canola oil,
trans-fat free soybean oil, and emerging preference for olive oil will drive the global
market for edible oil. 

Edible oils industry current trends

 The edible oil industry worldwide is in good health as the rising population, disposable
income and increasing demand has made sure that edible and cooking oil industry
continue to perform efficiently and operate for a long time in the future.
 The global edible oil industry produces, imports and exports throughout the year and
the major consumer countries rely heavily on their domestic production and imports.
 The edible oil industry's revenues are expected be total $171.1 billion in 2013, an
increase of over 17% in 2013. Over the past five years, revenue has been growing at an
annualized rate of 16.3%. And the US edible oils manufacturing industry includes
about 200 companies with combined annual revenue of about $65 billion. 
 Furthermore, growing popularity of canola oil, trans-fat free soybean oil, and emerging
preference for olive oil will drive the global market for edible oil. 

Global Edible Oil Market: Drivers and Restraints 

 The retail segment is expected to drive the sales of edible oils on account of strong
supply chain of chain of edible oil products and established chain of retail outlets.

 Vegetable oil consumption has increased in developing countries due to increasing

demand from growing population, surging retail sector, and rise in overall household
income.

 Additionally, manufacturers of edible oils are adopting advanced processing technique

to offer healthier and affordable oil.

3
  However, they lack in the production of edible oil in comparison with incoming
demand. 

Global Edible Oil Market: Segmentation 

 The market for edible oil can be segmented on the basis of type, end-users, and
geography.
 In terms of type, the market can be classified into palm oil, canola oil, olive oil,
sunflower oil, specialty blended oil, and corn oil. Increasing consumption of fried
foods has significantly increased the demand for edible oils.
 Based on end-users, the marker for edible oil can be divided into food processor, food
service, and retail. Improving living standards, changing dietary habits, and increasing
consumer preference for healthy edible oil supporting the growth of the global edible
oil market. 
 Geographically, the market for edible oil can segments into different regions such as
Europe, the Middle East and Africa, Latin America, North America, and Asia Pacific.
 Developing countries such China and India are the major market for edible oil. China
is one of the leading customers of edible oil across the world followed by Europe. 

Global Edible Oil Market: Competitive Landscape 

Some of the key layers operating in the global edible oil market include

 Archer Daniels Midland Company,

 Beidahuang Group,
 Ruchi Soya,
 Ach Food Companies Inc.,
 Bunge Alimentos Sa, and
 Adani Group.

Edible Oil Industry – India

 Edible oils constitute an important component of food expenditure in Indian
households. Edible oil industry is one of the most important industries of agriculture

4
 sector in India. India is a leading player in the industry, with world’s largest importer
from Indonesia and Malaysia and third largest consumer.
 India is the fourth largest oil seed-producing country in the world after USA, China
and Brazil. In all, nine types of oilseeds are produced in India. Of the nine, soya bean,
ground nut, and mustard are the major oilseeds produced in the country.
 Further import of edible oil is subject to change in custom duty rates between crude
oil and refined oil which can affect domestic producers and refiners. Apart from
Indian custom duty rates, Indian edible oil industry is also susceptible to the policies
of Indonesia and Malaysia, the two largest exporting countries of edible oil.
 India plays an important role in the global edible oil market, accounting for 10-12%
share of consumption; 6-8% share of oilseed production; 4-6% share of edible oil
production, and 12-14% share of world edible oil imports.
 Furthermore, the industry is highly dependent on availability of raw material,
domestic production of oil seeds, annual rainfall, global price fluctuations and
consumer preferences.

Contribution to the GDP

 Availability of edible oil in India has shown a compound annual growth rate (CAGR)
of 7.32% during 2006-2015 with growth of 8.02% in 2015 over 2014, whereas the
growth in population has remained at CAGR of 1.29% during 2006-2015. Majority of
the demand supply gap of edible oil in India is being filled through imports.
 The growth in production of domestic edible oil has not been able to keep pace with
the growth of consumption. Thus, this gap is being met by the imports that account
for almost 55-65% of the total oil consumption during past five years.
 Continuous increase in the gap between demand and supply of edible oil has forced
India to do huge import from leading exporter countries of edible oil. The demand
supply gap is becoming wider mainly due to limited availability of oil seeds, shifting
of acreage to other crops and increase in demand of edible oil.
 More than 14 million tonnes of edible oil were imported with a total value of
Rs.64,396.49 crore during 2015. In terms of volumes, crude edible oil contributes
about 89% and refined oil contributes about 11% of the total import during 2015.
Furthermore, domestic consumption of edible oil is expected to increase with
enhancement in income level and population.

5
  In the next five years, the market for - edible oils will grow by 8 to 9% to 14.65
million MT
 India has a vibrant private sector driven edible oil industry. With the right macro-
economic policies now in place, the sub-sector has made a huge turn around and it is
no longer an eyesore.
 India edible oil market was valued at $11.9 bn in 2016 and is forecast to grow at
a steady CAGR of 5.5% between 2017 and 2024, culminating in 2024 revenue of
$18.2 bn.
 The edible oil industry is now one of the leading sustains of the positive annual
economic growth rates India has enjoyed for over a decade now. India’s demand for
edible oil has been growing at a rate of 8-9 per annum.
 The national demand for edible oil is projected to reach over 110.25 lakh MT in 2005
up from 100.96 lakh MT in 2001. National production as of 2001 stood at 54.54 lakh
MT making India a net importer of edible oil to the tune of over 46.92 lakh MT.
 This gives investment opportunities into the edible oil industry. Trained, trainable as
well as unskilled labour is readily available for prospective investors in the sector to
utilize.

Current trend of the Edible oil Industry 

 Retail emerged as the leading end-use segment and accounted for over 50% of the
overall market revenue in 2016.
 Rapid urbanization coupled with large network of retail outlets is the driving force
behind segment growth in the country.
 Increasing number of fast food chains, changing cooking patterns, along with
introduction of numerous trans-fat free oil options has spurred edible oil consumption
in food service industry.
 Robust growth in number of restaurants, bars, dining halls, casinos along with shift in
trend towards convenience food is anticipated to boost segment growth further
significantly.

6
Intervention of Government to tackle import of edible oil
 Government of India is promoting National Mission on Oilseeds and Oil Palm
(NMOOP) during 2012-17 to achieve objectives such as increasing Seed Replacement
Ratio (SRR) in oil crops with focus on Varietal Replacement, increasing irrigation
coverage under oilseeds from 26% to 36%, diversification of area from low yielding
cereals crops to oilseeds crops, inter-cropping of oilseeds with cereals/ pulses/
sugarcane, use of fallow land after paddy/potato cultivation, expansion of cultivation
of Oil Palm and tree borne oilseeds in watersheds and wastelands, increasing
availability of quality planting material enhancing procurement of oilseeds and
collection, and processing of tree borne oilseeds.
 The cost of interventions under the mission was in the ratio of 75:25 between centre
and states. However, for components like seed production, Front Line Demonstration
(FLD), mini-kits, adaptive research being implemented through central agencies such
as State Agricultural Universities (SAU) and Indian Council of Agricultural Research
(ICAR) institute are being funded through 100% central support.
 There are three mini missions in this scheme viz. Mini-mission-I, II and III. Mini
Mission-I focuses on oilseeds, Mini Mission II on oil palm and Mini Mission III on
tree-borne oilseed (TBOs).

Top Players
Major companies operating in the Indian edible oil market include:
 The Adani Wilmar Ltd.,  Agrotech Foods Ltd.,
 Cargill Inc.,  Marico, NK Proteins,
 Ruchi Soya Industries Ltd.,  Emami Ltd.
The market is projected to be controlled by numerous national and multinational brands due
to the rising dependence on imports along with liberalization by the government.

PESTEL Analysis of the Edible Oil Industry

 Political Factors

 The political arena has a huge influence upon the regulation of businesses, and the
spending power of customers and other businesses. Political Factors include

7
 Government regulations and legal issues and define both formal and informal rules
under which the firm must operate.
 In pursuance of the policy of liberalization of the Government, there have been
progressive changes in the Import policy in respect of edible oils during the past few
years.

 Economic Factors
 Economic factors affect the purchasing power of potential customers and the firm’s
cost of capital.
 For year the raison deter of Indian policymaking was raising food grains production.
And not without reason feeding rapidly rising mouths apart, the performance of the
sector had all along influenced the growth pattern of our Gross Domestic Product
(GDP) decisively as well.
 But all this changed with the beginning of the reform process in the early twenties.
Agriculture was no more the key sector to accelerate GDP growth rate. The service
sector replaced it with its fast-rising share in GDP. Its share in GDP increased from
about 48% in 2003-04 to more than 56% in 2008-09. Agricultures share in GDP, in
contrast, fell from 31% to 22% during the same period.
 But that is a thing of the past now. A monsoon failure last to last year witnessed a
massive 14% fall in aggregate food grains production from 212 million tonne in
2013-14 to 182.5 million tonnes in 2014-15. In actual terms, food-grains production
had fallen by a hefty 29.5 million tonnes in a single year.

 Social Factors
 Social factors include the demographic and cultural aspects of the external macro-
environment. The social and cultural influences on business vary from country to
country. These factors affect customer’s needs and the size of potential markets.
 Under the Green Productivity Demonstrated Program, APO sponsored a project in
Edible Oil sector to the National Productivity Council, India.
 The edible oil sector occupies a distinct position in Indian economy, as it provides job
to millions of people, achieves on an average a domestic turnover of about US $ 10
billion per annum and earns foreign exchange of US $90 million per annum.

8
  In addition to the economic importance of the sector, edible oil processing industries
have been identified as one of the most polluting sectors in India. The processing of
soy seed to produce oil gives rise to the generation of substantial amount of water
pollutants, gaseous emissions and hazardous as well as non-hazardous solid wastes.
 Steps Taken by Government:
I. State Governments were advised, as a precautionary measure, not to allow the
edible oils to be marketed in loose form.
II. Operation of a few manufacturing units whose products were found adulterated
were suspended till they ensured adequate analytical facilities for checking the
purity of the samples to the satisfaction of the Government of India.
III. Monitoring of quality of edible oil was made stringent and surprise checks and
frequency of regular inspections also increased.
IV. In order to expeditiously normalize the sale of safe edible oil in the market to
the customers, on the recommendations of the Coordinating Group, 39
laboratories of the DMI/BIS were initially accorded recognition for the purpose
of analysis of edible oil samples.

 Technological Factors
 There are two major features which have very significantly contributed to the
development of this sector.
 One was the setting up of the Technology Mission on Oilseeds in 1986
 The other dominant feature which has had significant impact on the present status of
edible oilseeds/oil industry has been the programme of liberalization under which the
Government's economic policy allows greater freedom to the open market
 R&D Plan Schemes: This Department is operating three Plan Schemes which are as
under:
I. R&D Programme for "Development of Vegetable Oils";
II. "Modernization of the Laboratory of the Directorate of VVO&F,
III. "Strengthening of Directorate of VVO&F".
 The R&D work is basically carried out in three phases: -
I. Phase-I: Research and Development

9
 II. Phase-II: Technology propagation including demonstration of the technology
developed
III. Phase-III: Efforts for the adoption of technology by the industry.
 There are 13 on-going R&D projects which are running in the various Institutes,
namely, CFTRI, Mysore, IICT, Hyderabad, OTRI, Anantapur, University of Mumbai,
University of Kolkata, GSRF, RRL, Trivandrum, RRL, Jorhat.

 Environmental
 Unpleasant odours may be generated during operations which heat the oil and involve
solvents
 Contamination of product could result in ill health in the general public and may
result in product recall. Vegetable oils can become contaminated as a result of
contamination of the raw materials during processing, packaging and transport.
 Edible oil processing can generate significant quantities of organic solid waste such
as empty fruit stalks and waste palm kernels.
 Underground storage tanks are a common source of groundwater pollution unless
contained, managed and tested regularly. Edible oil extraction can use a relatively
large quantity of water throughout the process.
 Thermal energy in the form of steam and hot water used for distillation, cleaning, and
sterilising.
 Electricity for machinery operation, refrigeration, lighting and production of
compressed air. Minimum refrigeration requirements are normally determined by
regulation.

 Legal
 The duty on refined oil has been raised to 85% (basic) except in the cases of refined
Soya bean Oil and refined Mustard Oil where the duties are 45% (basic) and 75%
(basic) respectively.
 Some regulatory orders:
I. Edible oils Packaging (Regulation) Order 1998
II. Edible oils shall be packed in conformity with the Standards of Weights and
Measures (Packaged Commodities) Rules, 1977,
III. The Prevention of Food Adulteration Act, 1954,

10
 IV. The Vegetable Oil Products (Regulation) Order, 1998,
V. Solvent Extracted Oil, De-Oiled Meal and Edible Flour Order, 1967,
VI. Storage Control Order, 1977.

Michael Porter’s five force analysis

1) Threat of new entrants:

 A firm profitability will tend to be a higher when other firms are blocked from
entering the industry.
 New entrants can reduce the industry profitability because they add new production
capacity and can substantially erode existing firm market position.
 In the Edible Oil industry threat of new entrants is moderate because of these
reasons,
I. Higher capital requirement: In this industry high investment is required and
there is a high fixed cost so new entrant can’t enter easily.
II. Higher economies of scale: In this industry production cost per unit is high so
economies of scale are very low in edible oil industry.
III. Less capacity utilization: In this industry particularly in India, there is a very less
capacity utilization of total available production capacity.
IV. Customer Loyalty: In this industry switching probability is low so customers
hesitate to switch to other new brands.

2) The nature of rivalry industry:

 The intensity of rivalry in an industry is a sufficient determinant of industry

attractiveness and profitability. The intensity of rivalry can influence cost of supplies,
cost of distribution, etc.
 In edible oil industry rivalry among firms is very high because of these reasons,
I. Fragmented Market
II. Well established local players
III. High fixed cost
IV. Availability of different Edible oils

11
3) Bargaining power of suppliers:

 In edible oil industry various seeds are the raw material, so there is a need to purchase
them from other people (suppliers).
 The supply of oilseeds also depends upon certain uncontrollable factors like monsoon,
production, etc. because of these factors the bargaining power of suppliers is
moderate.

4) Bargaining power of buyers:

 Buyers of an industry’s product or service can sometimes exert considerable pressure

on existing firm to secure lower price or better service.
 In this industry the bargaining power of the buyers is very low, because the prices of
the oils are provided according to the demand-supply & production trends and
government influence.

5) Threat of substitute product:

 Substitutes are alternative product types that perform essentially the same function.
 In edible oil industry there are no perfect substitutes as it is an essential requirement.

12
 CHAPTER 2
COMAPNY OVERVIEW

13
Chapter 2 Introduction about the company

Company Overview
 Adani Wilmar Limited (AWL) is a joint venture incorporated in January 1999
between Adani Group, the leader in International Trading & Private Infrastructure
with businesses in key industry verticals such as resources, logistics and energy, and
Wilmar International Limited – Singapore, Asia’s leading Agri business group.
 The Group was created with a vision of ‘Nation Building’ by developing assets of
national economic significance. Wilmar’s business activities include oil palm
cultivation, oilseed crushing, edible oil refining, sugar milling and refining, specialty
fat, oleo chemical, biodiesel and fertilizer manufacturing and grain processing.
 It has over 850 manufacturing plants and an extensive distribution network covering
China, India, Indonesia and 30 other countries.
 The joint venture kicked off with the commissioning of India's first port-based
refinery at Mundra in Gujarat and similar units were developed in other locations.
 The company has the largest range of edible oils spanning across the categories of
Soya, Sun, Mustard, Rice bran, Groundnut, Cottonseed and the company has extended
its basket of offering with the introduction of the revolutionary oil – Vivo, India’s first
oil for Diabetes care. Besides oil, AWL has also forayed into packed Basmati Rice,
pulses, Soya Chunks, Besan and the Fortune Chakki Fresh Atta.
 The product portfolio of Adani Wilmar spans under various brands such as - Fortune,
King’s, Bullet, Raag, Avsar, Pilaf, Jubilee, Fryola, Alpha and Aadhar. 
 Adani Wilmar Limited also caters to institutional demand through its industry
essential range which includes bulk packs of consumer essentials as well as Lauric &
Bakery fats, Castor Oil derivatives, Oleo chemicals and Soya value added products.
 A state-of-the-art Oleo chemical plant at Mundra gives an unmatched output of 400
TPD and it is one of the largest single location facilities in India. The extensive array
of products includes fatty acids, stearic acids, soap noodles and refined glycerin.

14
  The company also has a combined processing capacity of 1200 MT of castor seeds
per day with solvent and refining units. The castor oil manufacturing facilities are
equipped with cutting-edge technology to manufacture different grades of castor oil
such as cold pressed, pharma grade and low moisture oil.
 Adani Wilmar has introduced branded Edible oil to Middle-East and is now exporting
its products including Lecithin; Castor & Soya value added products to more than 19
countries in the Middle-East, South East Asia & East Africa including Singapore,
Australia & New Zealand. 
 The brand commands the loyalty and confidence of over 30 million households and
this success is evident in the recognition and awards that have been bestowed upon it: 

I. In 2016, Selected amongst the ‘Most Admired Brand and Business leaders’ by
the prestigious ‘Whitepage International’. 
II. In 2016, The Economic Times ‘Best Corporate Brands’ Award 
III. In 2016, DuPont Awards for Packaging Innovation 
IV. In 2016, Porter Prize 
V. In 2017, Frost & Sullivan India F&B Innovative Product of the year Award
VI. Awarded Superbrands 2017-18 for three consecutive time in a row
VII. In 2018, Most Trusted Brand-Readers Digest – for sixth consecutive year 
VIII. In 2018, Adani Wilmar Limted was bestowed with Silver Rank by ACEF
ASIAN LEADERSHIP AWARDS for Best Public Health Initiative – SuPoshan

Mission & Vision

 At AWL, they have a strong value system in place to ensure that their organization
remains a preferred employer to work for, and also a reputed one in the market,
 Delight of Customers & Stake holders,
 Trustworthiness,
 Responsibility & Responsiveness,
 Reactivity,
 Team spirit,
 Innovativeness & Creativeness,
 Empowerment,

15
Capacity
 Today, AWL owns refineries in 17 strategic locations across India, has 8 crushing
units and 18 toll packing units.
 Cumulatively, this translates to a refining capacity of over 12000 tonnes per day, seed
crushing capacity of 7500 tonnes per day and packaging capacity of 9000 tonnes per
day.

Distribution
 AWL has the largest distribution network among all branded edible oil players in
India, with more than 96 stock points, 5000 distributors and 10% Retail Penetration
which spans across approx. 1 Million outlets all over India.

Products of the Company

 Fortune is the most prestigious brand in the Adani Wilmar portfolio. Fortune became
the no.1 brand in the market within just 2 years of its launch and still continues to be a
leader. Reader’s Digest honoured Fortune as the Most Trusted brand for 6 years, most
recently in 2015, and it was adjudged as a ‘The Economic Times Best Brands 2015’.
 Besides these it has also won “Mint Strategy Award” in 2014 & 2015. Fortune has
grown from strength to strength and continues to deliver the ‘joy of eating’ to Indian
households. 
 Adani Wilmar has a range of premium edible oils, vanaspati, packed basmati rice,
pulses, soya chunks and also the first national brand in besan.
 It also has a range of customized specialty fats for institutional customers. The
product portfolio of Adani Wilmar spans under various brands such as - Fortune,
King’s, Bullet, Raag, Avsar, Pilaf, Jubilee, A-Kote, Fryola, Alpha and Aadhaar.
 It has the largest portfolio of brands in the Indian edible oil industry. It goes to great
lengths to deliver its brand promise ‘For a healthy growing India’.
 Following the success in India, AWL introduced branded Edible oil to Middle-East
and is now exporting its products to more than 19 countries in the Middle-East, South
East Asia & East Africa including Singapore, Australia & New Zealand.

16
Consumer Essential Products

Edible Oil:

 Fortune Vivo  Fortune Groundnut

 Fortune Rice Bran Health
 Fortune Filtered-Groundnut Oil
 Fortune Soya Health
 Fortune Filtered-Mustard Oil
 Fortune Sunlite
 Fortune Plus Soya Health
 Fortune Kachi Ghani
 Fortune Plus Cottonlite

Rice:

 Fortune Vintage Premium Basmati Rice

 Fortune Traditional Basmati Rice

 Fortune Biryani Special Basmati Rice

 Fortune Super Basmati Rice

 Fortune Everyday Basmati Rice

 Fortune Rozana Basmati Rice

Vanaspati

 Avsar Vanaspati

 Raag Vanaspati

17
SWOT analysis of the company

1) STRENGHTS
 Dominant player and largest seller of edible oil.
 High market share.
 Mass market for edible oil through its low-prices.
 Strong distribution network.

2) WEAKNESSES
 Limited market penetration in rural areas.
 Low advertising and feasibility.

3) OPPORTUNITIES
 Increase in demand of branded oil.
 High market awareness in metropolitan cities for branded oil.
 Health conscious people are increasing.
 Product line extension.

4) THREATS
 The threats of low-priced edible oil.
 Large number of domestic as well as multinational players.
 Highly competitive industry.

18
CHAPTER 3
LITERATURE REVIEW

19
Chapter 3 LITERATURE REVIEW
I. [ CITATION Kum141 \l 1033 ] , studied people across the globe vary significantly in terms
of age, level of education, income, taste and preferences. These attributes significantly
affect the buying decision of the consumers, and having an exact understanding of
these differences is not at all an easy task. However, market today largely depends on
the ability to anticipate what the buyer’s want, what the buyers prefer from the
existing available products/services. The Indian oil industry today has resulted in
severe competition and the focus has shifted to understand the choice of consumers
better, in order to achieve profitability in the market.

II. [ CITATION WKS111 \l 1033 ] edible oil has become a part of our food. Oil is a better
source of energy when compared to proteins and carbohydrates. Edible oil improves
the texture of the food items, taste and flavour of the food and maintenance and
growth of our body. In a vast country like India where the are many regions, the
people have developed a peculiar taste and a specific preference for certain oils
depending on the availability of that oil in the particular area. For instance, the people
of south have a preference for coconut oil, while those in the east prefer mustard seed
oil and so on.

III. [CITATION rao08 \l 16393 ] has mentioned in his study about the importance and level of
satisfaction about the edible oil, highlighting in his research paper that, edible oil is
the most important part of a food for human being. The Government must prevent the
oil mixing practices done by the wholesalers and local retailers while they are selling
loose oils to the consumers.

IV. [ CITATION Jam09 \l 1033 ] said in his article about the preferences of edible oil,
Government and different NGO’s must come forward in public to spread awareness.
Creating proper awareness in use of regular edible oils can save the life related to
health diseases. It is also suggested that the regular users of Afghanistan, Iraq, Iran,

20
 and Saudi Arabian peoples who are using most fatty edible oils should try to use less
and refined edible oil in their regular food and easy diet.
V. [CITATION NRa112 \l 1033 ], has analysed the trend in edible oil consumption and also
attempt has been made by the authors to assess the consumer behaviour on
consumption of edible oils by different income groups of people. To the study authors
have observed that, majority of edible oil is bought by industrial or household buyers
for purpose of food processing, restaurants and hotels. Only a small percentage of
branded edible oil is purchased by consumers at the retail level. Through the study
authors have also found that, what kind of edible oil consumed by the people since
there are several types of edible oils in the market. The results of the study show that,
majority of the consumers are not aware about the various nutritional facts of edible
oil. Authors have suggested that, edible oil marketers could concentrate on improving
the safety aspects, quality and brand image instead of concentrating heavily on the
sale’s promotional activities.

VI. [ CITATION Vya131 \l 1033 ] , has conducted a survey study to understand the factors
affecting the purchase decisions for edible oils by consumers. Through the study
authors are also highlighted the consumption patterns of families. Authors have
analysed the preferences of demographic clusters. Through the study authors have
found that, health factor plays an important role in choosing the edible oil brands.
Authors have pointed out that, majority of the consumers change their edible oil for
better health. Authors have also found that, there is no strong loyalty displayed among
the consumers.

VII. [ CITATION Bhu151 \l 1033 ], in her study explored the consumer's attitude and
awareness among the various branded edible oils. She had made an effort to find out
the major factors which are influencing the consumers to buy the products. To drive
the analytical result, statistics method such as average rank analysis, chi-square and
the weighted average score was used. The author described that consumers were
influenced by advertisement, price, quality, packaging, quantity, offers and discounts
etc.

21
VIII. [ CITATION Vya13 \l 1033 ] studied that health factor plays a predominant role in
selecting the brands among selected respondents. As most of the respondents change
their oil for better health, very strong brand loyalty is not displayed for oil
consumption.

IX. [ CITATION Has091 \l 1033 ], studied that packaging characteristics are significant
variables for consumer brand preference in edible oils. The study indicates that
packaging characteristics has association with consumer brand preference in edible
oils.

X. [CITATION Pre131 \l 1033 ], in her study, compared sunflower and groundnut oil, to
know which is more popular, preferred and purchased by the consumer. The factors
influencing the consumers for purchasing branded oil were quality, health, taste,
availability and fat content. Today consumer market is flooded with various brands of
sunflower and groundnut oil. Each branded sunflower and groundnut oil stand out
distinctly when grouped with other branded edible oil.

XI. [ CITATION Sen121 \l 1033 ] , in her study of newly launched edible oil by Amul, entered
into edible oil segment. Based on a sample of 38 villages near Anand (Gujarat) where
consumption patterns of 200 randomly surveyed. It was concluded that there is less
awareness among consumers. Customers were ready to try new products; however,
more focus should be on right pricing.

XII. [ CITATION Amb161 \l 1033 ], has stated that, in the ocean of edible oil has increased
following a rise in household incomes and consumer demand. Through the study
author throws light on the consumer awareness with reference to edible oil consumers
in Bangalore. Author has also attempted to know the trends in consumer preferences
towards edible oils and attempted to find out the influencing factors related to
consumer preferences in purchasing edible oils. Through the study author has found
that, the edible oil industry has under transition towards more organised and active
integration move from the major players. According to the author, rising imports call
for the increase in domestic manufacturing of edible oils.

22
XIII. [CITATION SHA171 \l 1033 ], studied the awareness level of consumers about various
brands of edible oil, the amount spent for the purchase per month, factors influencing
the consumers to choose a particular brand of edible oil and the source of awareness.
For the purpose of analysis, statistical tools such as ANOVA, percentage analysis and
Garret Ranking Analysis have been used. The study gives suitable measures in the
creation of awareness about edible oils in the minds of consumers.

XIV. [ CITATION Pra12 \l 1033 ] , in the research article, “Consumption Pattern of Edible Oils
in Andhra Pradesh”, studied the post WTO consumption for edible oil and found that
33 there was a shift from indigenous oil to imported oils, also people started
preferring sunflower oil as compared to groundnut oil. Due to quality consciousness
among consumers, majority (60%) of the consumers under study were using branded
oil. Consumers’ preference for edible oil, quantity of consumption, type of oil
consumed, different brands preferred and the perception of consumer for different
types of oil was studied. Sundrop was identified as the most preferred brand.
Consumers preferred buying oil from wholesaler followed by kirana shops,
supermarkets, malls and hypermarkets.

XV. [ CITATION Sri141 \l 1033 ], in the research article, “A Study on Determinants of

Blended Edible Oil Buying Behaviour of Consumers in Chennai City”, discussed the
demographic factors and other factors influencing the purchasing behaviour of
consumers in Chennai for the product blended edible oil. Taste, price and health status
were identified as important factors. It was found that consumers are only partially
aware about the health benefits and technicalities of blended oil. It has many health
benefits due to less fat content and also adds taste to food.

23
 CHAPTER 4
RESEARCH METHODOLOGY

24
Chapter 4 RESEARCH METHODOLOGY
Research problems

 Edible oil industry serves a large amount of business to the country via exports. There
are various Indian and International edible oil brands that give tough competitions to
each other.
 There are some local brands that give competition to Adani Wilmar. A detailed study
of the attributes that affect the competition to Adani Wilmar in comparison to other
competing brands is to be done.

Objectives of the study

● PRIMARY OBJECTIVES
● To study the customer preferences towards different edible oil brands.
● To study the satisfaction level of customers.

● SECONDARY OBJECTIVES
● To analyse the competition between different edible oil companies.
● To analyse the factors that plays most important role for development of
companies, influencing customers in building their preferences, factors
responsible for brand switching, etc.

Scope of the study

25
  As far as the scope of study is concerned, it covers the attributes that affect the
competition in the market and the leading brand that leads the industry.
 The survey will mainly be analysed to have a detailed view on the given attributes and
the competition at local level given by the local Indian brands.

Research design:

 A research design is the set of methods and procedures used in collecting and
analyzing measures of the variables specified in the research problem. The design of
a study defines the study type, research problem, Hypotheses is independent and
dependent variables, experimental design, and, if applicable, data collection methods
and a statistical analysis plan.
 Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studied. Descriptive
research answers the questions who, what, where, when and how.
 This research is based on descriptive research to complete this study primary as well
as secondary source of information is used.
 To study the consumer attitude & brand preferences of Edible oils, primary data is
collected by using a detailed structured questionnaire which was administered to a
sampling method. The study has been carried out in Ahmedabad city.

Data Collection

 Google doc is prepared for all those respondents which are geographically spread and
because it is also convenient for both the respondents and the researcher.
 The population selected mostly includes the students & homemakers.

Sampling plan:

● Sample size – 60 respondents.

● Sampling method –Non-probability convenience method will be used.

26
 ● Sample unit – Public of Ahmedabad.
● Research instrument – Google Doc.
● Research tool – Microsoft Excel.

Data analysis:

● As the primary research is to be conducted, Microsoft excel and Microsoft word will
be used for data analysis.
● Proper mathematical and statistical methods will be used for getting proper result.

Benefits of the study:

● Through this research, we’ll come to know about who is the leading company in the
industry.
● It will be helpful to know how much the attributes will affect the local brands.
● Through this research, we will come to know which attribute is most important for
maintaining legacy of the companies.

Limitations of the study:

 Due to the limited size of sample, accurate result might not occur.
● People cannot fill correct answers of the questions asked due to fatigue or ignorance.

27
CHAPTER 5
DATA ANALYSIS &
INTERPRETATAION

28
Chapter 5 DATA ANALYSIS AND
INTERPRETATION

Graph Interpretation

 This chapter discusses the data analysis from 60 responses collected from
various age group people who are using different Edible Oil brands in
Ahmedabad city.

 This chapter solely focuses on presenting the gathered data in a

meaningful way to facilitate the research that is to find out the customer
satisfaction level of current used Edible Oil by them and preference of the
customers.

 This provides the background to the respondents by analyzing their

demographic details.

1) Age

29
 s

In the above pie chart, our respondents are 60 in which,

 56.3% respondents are between 18-25 age group,
 23.4% respondents are above 35 age group,
 15.6% respondents are between 26-35 age group,
 4.7% respondents are below 18 age group.

2) Gender

In the above pie chart, our respondents are 60 in which,

 63.3% respondents are female,
 36.7% respondents are male.

3) Occupation

30
In the above pie chart, our respondents are 60 in which,
 55% are students,
 21.7% are homemakers,
 11.7% are businessman,
 11.7% are from service industry.

4) Generally used oil

In the above bar diagram, our respondents are 60 in which,

 45 (76.3%) respondents use Sunflower oil,
 3 (5.1%) respondents use Corn oil,
 33 (55.9%) respondents use Groundnut oil,
 2 (3.4%) respondents use Soybean oil,
 17 (28.8%) respondents use Olive oil,
 7 (11.9) respondents use Vegetable oil,
 2 (3.4%) respondent use Rice bran oil

31
5) Brand awareness

In the above bar diagram, our respondents are 60 in which,

 56 (93.3%) respondents are aware of Fortune brand,
 36 (60%) respondents are aware of Sundrop brand,
 45 (75%) respondents are aware of Saffola brand,
 29 (48.3%) respondents are aware of Tirupati brand,
 17 (28.3%) respondents are aware of Ankur brand,
 10 (16.7%) respondents are aware of Pankaj brand,
 2 (3.3%) respondents are aware of Gulab brand.

6) Factors for preferring oil brand

32
In the above bar diagram, our respondents are 60 in which,
 Most of the respondents feel that Quantity, Brand Image, Odour, Availability,
Packaging is important,
 Quality, Price and Absorption is very important according to the respondents,
 People feel that Advertisement is not that important as other factors.

7) Brand usage

In the above bar diagram, our respondents are 60 in which,

 49 (81.7%) respondents use oil of Fortune brand,
 9 (15%) respondents use oil of Sundrop brand,
 20 (33.3%) respondents use oil of Saffola brand,
 10 (16.7%) respondents use oil of Tirupati brand,
 1 (1.7%) respondent use oil of Ankur brand,
 3 (5%) respondents are aware of Pankaj brand,
 18 (30%) respondents are aware of Gulab brand.

33
8) Source of purchasing

In the above bar diagram, our respondents are 60 in which,

 31 (51.7%) respondents purchase from Market,
 28 (46.7%) respondents purchase from Super market,
 9 (15%) respondents purchase from Other sources,
 22 (36.7%) respondents purchase from Grocery shops.

9) Got to know about current used brand

In

the above bar diagram, our respondents are 60 in which,

 34 (56.7%) respondents got to know by advertisements,
 12 (20%) respondents got to know by relatives,
 13 (21.7%) respondents got to know by Internet,
 10 (16.7%) respondents got to know by Friends,
 5 (8.3%) respondents got to know by Salesman,
 38 (63.3%) respondents are using because of family habit.

34
10) Satisfaction of current used oil brand
In the above bar diagram, our respondents are 60 in which,
 People are satisfied by the Quality, Quantity, Price, Availability, Absorption, Health

benefits of the current used Edible oil.

 Some respondents are highly satisfied by the Quality factor.
 There is very little difference between the satisfaction level and neutral level
condition of people in Packaging.

11) Monthly usage

In the above pie chart, our respondents are 60 in which,

 21 (35%) respondents use 4-5 litres,
 11 (18.3%) respondents use 6-10 litres,
 7 (11.7%) respondents use11-15 litres,
 14 (23.3%) respondents use 1-3 litres,
 4 (6.7%) respondents don’t know & 3 (4.7%) use more than 15 litres.

35
12) Usage time for current used oil brand

In the above pie chart, our

 31 (64.7%) respondents are using from more than 2 years,
 15 (23.4%) respondents are using from 1-2 years,
 8 (12.5%) respondents are using from 6 months-1year,
 6 (9.4%) respondents are using from less than 6 months.

13) Reason for preferring brand

In the above bar diagram, our respondents are 60 in which,

 49 (81.7%) respondents are using because of Quality,
 21 (35%) respondents are using because of Quantity,
 26 (43.3%) respondents are using because of Price,
 30 (50%) respondents are using because of Taste,
 12 (20%) respondents are using because of Odour.

36
14) Preferred Packaging

In the
above pie
chart, our

respondents are 60 in which,

 15 (25.4%) respondents prefer pouches,
 9 (15.3%) respondents prefer bottles,
 20 (33.9%) respondents prefer 5 litres jar,
 33 (55.9%) respondents prefer 15 litres tin.

Rank order analysis

1) Generally used oil

Rank Oil names Responses

1 Sunflower 45
2 Groundnut 33
3 Olive oil 17
4 Vegetable oil 7
5 Corn 3
6 Soya bean 2
7 Rice Bran 2

 In the above table we can see that the Sunflower oil is the Top ranked oil for usage
and Rice Bran is the least ranked oil for usage.

37
2) Brand awareness among the respondents

Rank Brand names Responses

1 Fortune 56
2 Saffola 45
3 Sundrop 36
4 Tirupati 29
5 Ankur 17
6 Pankaj 10
7 Gulab 2
 In the above table we can see that the Fortune is the Top ranked oil brand and Gulab
is the least ranked oil brand.

3) Brand usage

Rank Brand name Responses

1 Fortune 49
2 Saffola 20
3 Gulab 18
4 Tirupati 10
5 Sundrop 9
6 Pankaj 3
7 Ankur 1

 In the above table we can see that the Fortune is the Top ranked used oil brand and
Ankur is the least ranked used oil brand.

4) Source of purchasing

38
 Rank Source of Responses
purchasing
1 Market 31

2 Super Market 28

3 Grocery Shops 22

4 Others 9

 In the above table we can see that the Market is the Top ranked for purchasing oil and
Other like online is the least ranked for purchasing oil.

5) Got to know about current used brand

Rank Source Responses

1 Family Habit 38

2 Advertisement 34

3 Internet 13

4 Relative 12

5 Friends 10
6 Salesman 5

 In the above table we can see that the Family habit is the Top ranked reason for using
current oil brand and Salesman is the least ranked reason for using current oil brand.

6) Factor influencing to use current brand

39
 Rank Reasons Responses
1 Quality 49
2 Taste 30
3 Price 26
4 Quantity 21
5 Odour 12

 In the above table we can see that the Quality is the Top ranked factor for using
current oil brand and Odour is the least ranked factor for using current oil brand.

7) Packaging

Rank Packaging Responses

1 15 Litres 33

2 5 Litres 20

3 Pouches 15

4 Bottles 9

 In the above table we can see that the 15 litres is the Top ranked packaging to
purchase and Bottles is the least ranked packaging to purchase.

Factors affecting preference for edible oil brand

There are some factors which affect the preference for Edible oil brand like,

 Price  Quantity

40
  Quality  Odour

 Advertisements  Availability

 Brand Image  Packaging

 Taste  Absorption

Below is the detail interpretation of the above factors,

1) Price

3.3

2) Quantity

41
 3.6

3) Quality

4.1

4) Advertisements

2.2

5) Brand Image
42
 2.6
6) Taste

3.2

7) Odour

5.4

8) Availability

43
 2.6

9) Packaging

2.7
10) Absorption

3.4

Rank Order Analysis

44
Rank Factors Mean

1 Odour 5.4

2 Quality 4.1

3 Quantity 3.6

4 Absorption 3.4

5 Price 3.3

6 Taste 3.2

7 Packaging 2.7

8 Availability 2.6

9 Brand Image 2.6

10 Advertisement 2.2

SATISFACTION LEVEL OF THE CUSTOMERS FOR THE

CURRENT USED BRAND

Below are the Factors which affect the satisfaction level,

 Quality
 Quantity
 Price
 Packaging
 Availability
 Absorption
 Health Benefits

45
 1) Quality

3.2

2) Quantity

3.7
3) Price

46
 4.1

4) Packaging

4.6

5) Availability

47
 3.8

6) Health Benefits

3.9

7) Absorption
48
 3.6

Rank Order Analysis

Rank Factors Mean

1 Packaging 4.6

2 Price 4.1

3 Health Benefits 3.9

4 Availability 3.8

5 Quantity 3.7

6 Absorption 3.6

7 Quality 3.2

49
Chapter 6 FINDINGS
From the above graphs, we can interpret that

 Sunflower oil and Groundnut oil are the most generally used oils by the respondents.
 Fortune is the most known brand to the customers, and then comes Saffola and
Sundrop.
 Most of the respondents feel that Quantity, Brand Image, Odour, Availability,
Packaging is important but Quality, Price and Absorption is very important.
 Odour is the most important factor which affects the preference of the customers.
 Fortune is the most used brand by the respondents and then comes Saffola.
 Most of the respondents purchase from Market and then from Grocery shops nearby.
 The reason for using the brand is mostly the Family Habit in the respondents and the
other factor that influences them is Advertisements.
 People are satisfied by the all the factors of current used Edible oil. Some respondents
are highly satisfied by the Quality factor.
 Packaging is the main factor for the satisfaction of the customers.
 Most of the respondents are using the current edible oil for more than 2 years which
means the brands are successful in satisfying their customers’ need.
 Majority of respondents are using the current brand because of Quality, Taste and
Price.
 The most preferred packaging by the customers is 15 litres packaging.

50
Chapter 7 SUGGESTIONS
 People are unaware about some brands; they should be given more awareness about
them.
 Rural areas should also be covered by showing more advertisements and spreading
awareness for the same.
 They do not have much advertisements so they should begin showing more to
increase the demand of those customers also who don’t buy.
 Women employees should also increase because there were no women working there
except for cleaning work.

51
Chapter 8 CONCLUSION

As a part of our Industrial Visit project, we visited Adani Wilmar Pvt. Ltd. (Fortune) Plant,
Kadi which is an edible oil industry. It manufactures, distributes and supplies oil meant for
cooking and edible purposes. As a part of our project, we conducted a survey of 60
respondents to know the Customers Satisfaction and Preferences towards Different Edible Oil
Brands. The result of the survey was that majority of the respondents use sunflower oil. The
customers prefer to go for those brands which the family has been using since many years
and through advertisements. Quality and taste are the most preferred factors to buy the
respective oil brand. The knowledge that we gained about the whole process, its huge
machines they use for making oil, etc gave us a lot of practical exposure, not only in the
process but also the departments that work, the way they sell, their packaging etc.

52
Chapter 9 REFERENCES

 http://www.careratings.com/upload/NewsFiles/SplAnalysis/Outlook%20of%20Indian
%20Edible%20Oil%20Industry.pdf
 https://www.marketresearchreports.com/edible-oils
 https://www.transparencymarketresearch.com/edible-oil-market.html
 https://www.entrepreneurindia.co/Document/Download/pdfanddoc-856239-.pdf
 https://www.ameriresearch.com/product/india-edible-oil-market/
 https://pdfs.semanticscholar.org/9b4e/194e297ef9819ad5ffb6664e105a666d11c1.pdf
 https://www.scribd.com/document/393497583/Competitive-Analysis-of-Adani-
Wilmar
 Kumar, M. P. (2014). A study with reference to organized Indian edible oil brands.
African Journal of Marketing Management, 17-26.
 WK Sarwade, B. A. (2011). brand preference and consumption pattern of edible oils
in Maharashtra state. International Conference on Economics and Finance Research ,
330-334.

 N. Rajaveni and M. Ramaswamy, (2011). A Study on Consumer Brand Preference on

the Consumption of Cooking Oil of Various Income Groups in Chennai,
http//ssrn.com/
 Bhuvaneswari, (2015). A study on consumer attitude towards edible oils in
Coimbatore city. International journal of multidisciplinary research and development,
325-329.
 Vyas J.H, Siddiqui I.N, Dewangan J.K(2013), A Study of Edible Oil Consumption in
Raipur City, International Journal of Commerce, Business and Management, Vol.
2(2), Pp. 115-121.
 Hasan.S and Khan.M(2009), The Impact of Packaging Characteristics on Consumer
Brand Preference, South Asian Journal of Management Science, Vol. 3(1), Pp.1-10.
 Prema R. (2013), An Empirical Study on Brand Preference towards Edible oil in
Rural Areas with Special Reference to Coimbatore District, Indian Journal of Applied
Research X 227, Vol. 3(3), Pp. 223-227.
 Sen Nandita (2012), A Survey on Edible Oil Consumption Pattern in Rural Market
with Special Reference to Gujarat State, International Journal of Management
Research & Review, Vol. 2(11), Pp. 1952-1961.

53
 Ambujakshi, (2016). Consumer Awareness of Edible Oil – A Study with Special
Reference to Bangalore, International Journal of Applied Research, Vol. 2, No. 2.
 SHANMUGAM, N. MURUGESAN, R.CLEAR (2017) International Journal of
Research in Commerce & Management, Vol. 8 Issue 2, p24-26. 3p.
 Prasad, V. K. (2012). Consumption pattern of edible oils in Andhra Pradesh. Asian
Journal of Research in Business Economics and Management, 2(12), 42-59.
 Srikanth, G., & Rajaveni, N. A Study on Determinants of Blended Edible Oil Buying
Behaviour of Consumers in Chennai City.

54
Chapter 10 QUESTIONNAIRE

Survey on Satisfaction and preference towards different

"EDIBLE OIL" brands

Dear participants we the students of Faculty of Management IMBA Programme, GLS

University are conducting a research on "Customers Satisfaction and Preferences towards

Different Edible Oil Brands". So, we request you to help us in gathering the data by filling up

this questionnaire. We assure you that the information will be used only for our research

purpose.

* Required

1. Name * _________________

2. Age *

 <18

 18-25

 26-35

 >35

3. Gender

 Male

55
  Female

4. What is your occupation?

 Businessman

 Homemaker

 Student

 Service

 Other: _______________________

5. What kind of cooking oil do you generally use?

 Sunflower oil

 Corn Oil

 Groundnut Oil

 Soya bean Oil

 Olive Oil

 Vegetable Oil

 Other: _________________________

6. How many brands are you aware of?

 Fortune

 Sundrop

 Saffola

 Tirupati

 Ankur

 Pankaj

56
  Other: _______________________

7. what are the factors that affect your preference for your oil brand? *

Least Important Less Important Can’t say Important Very Important

 Price
 Quantity
 Quality
 Advertisements
 Brand Image
 Taste
 Odour
 Availability
 Packaging
 Absorption

8. Which Brand of Edible Oil do you use? *

 Fortune

 Sundrop

 Saffola

 Tirupati

 Pankaj

 Gulab

 Other: ________________

9. From where do you purchase cooking oil?

 Market

 Super market

 Online

 Grocery shops

57
  Other: _______________________

10. How did you get to know about the brand of Edible Oil you use? *

 Advertisements

 Relatives

 Internet

 Friends

 Salesman recommendation

 Family Habit

 Other: _________________

11. Rate your satisfaction on the following attributes for your current edible oil

Least satisfied Not satisfied Neutral Satisfied Highly satisfied

 Qualityz
 Quantity
 Price
 Packaging
 Availability
 Absorption
 Health benefits

12. How much edible oil is used in a month in your house? *

 1-3 Litres

 4-5 Litres

 6-10 Litres

 11-15 Litres

 More than 15 Litres

 I don't know

58
13. Since how long are you using your preferred brand of Edible oil? *

 <6 months

 6 months - 1 year

 1-2 years

 >2 years

14. What is the reason for using your preferred brand? *

 Quality

 Quantity

 Price

 Taste

 Odour

 Other: _________________

15. Which packaging of Edible oil do you prefer to purchase?

 Pouches

 Bottles

 5 Litres Jar

 15 Litres tin

59