SUMMER INTERNSHIP TRAINING

PROJECT REPORT

POSTGRADUATE DEPARTMENT OF
BUSINESS MANAGEMENT (SARDAR PATEL UNIVERSITY)

MARKET RESEARCH ON TIRUPATI EDIBLE OIL IN THE

CENTRAL GUJARAT REGION

COMPANY NAME : KAIZEN MARKET RESEARCH AND

CONSULTANCY
Submitted by: - MITHIL JOSHI (21032)
JUNE 2022

Certificate
1
2
 Declaration
I hereby declare that the research project is my original work and has
been written by me, I have duly acknowledged all the sources of
information which have been used in the project.

Mithil Joshi

3
 Preface
As the Indian economy opened up after the reforms of 1991 the
brand consciousness of customers has escalated. In the present
times there are many brands of edible oil available in the market.
Consumers have certain choices and & preferences through which
they evaluate the brands on the basis of aspects like touch and
feel, price, quality, health & packaging etc. The present study
undertaken to examine the consumer attitude and perception
toward brand Tirupati edible oil. Researcher has tried to evaluate
category of “Cottonseed oil” vis a vis other category, Understand
Brand Perception for “Tirupati”, Define three word which relates to
brand “Tirupati.Data was collected from 4 cities of Central Gujarat
Nadiad/Anand, Ahmadabad, Vadodara and Bharuch. A total of
1250 customers were surveyed across four cities. It was found that
Tirupati as a brand has a good market share in the Central Gujarat
region.

4
Acknowledgement

I would like to acknowledge my sincere gratitude to a number of people

and institution which helped me in One way or another in the course of
producing this work. To all of them I am really indebted. First and
foremost, my greatest and heartfelt indebtedness is to my supervisor MR
Chirag Mehta for his patient and tireless guidance and supervision. His
constructive and educative criticism as well as scholarly advice and
comments played a great role in enabling me to produce this work.
Without him this work would have hardly reached this stage. I extend my
gratitude to my family members considering father, mother for their
moral support. Having acknowledged all the support and assistance, I
would like to state that the views and opinions expressed in this work
without reference are entirely my responsibility. As such none of the
above-named people and institution stand to share any liability or
responsibility whatsoever arising.

Mithil Joshi

5
 Table of Contents
Chapter 1 Introduction 9

1.1 Introduction to Kaizen Market Research And

Consultancy………….10

1.2 Introduction to Tirupati Oil………………………………………………13

1.3 Objectives of the study 15

1.4 To Understand Cottonseed as

category……………………………….15

1.5 To Understand Brand

Tirupati…………………………………………..16

1.6 Research
Methodology………………………………………………….16

1.7 Research Instrument - Type of information required…………………

17

1.8 Research
approach……………………………………………………...17
1.9 Approach to Respondents 18

Chapter 2: Demographic Profile – Geographics And SEC 19

2.1 Sample Coverage 20

Chapter 3: Quantitative Analysis 24

3.1 Category Penetration……………………………………………………25

3.2 Brand Penetration……………………………………………………….26

3.3 Central Region – Brand – Category Penetration…………………….27

6
3.4 Market Switch – Brand Tirupati…………………………………………
28

3.5 Market Gain and Loose - Brand Tirupati………………………………

29

3.6 Market Dynamics - Category – Cottonseed

Oil……………………….30

3.7 Purchase Process For Brand

Tirupati………………………………….32

Chapter 4: Qualitative Analysis………………………………………….34

4.1 Keyword Which Connects Brand Tirupati…………………………….35

4.2 Influencers in purchasing decisions……………………………..…….36

4.3 Summary of FGD’s……………………………………………………...37

4.4 SWOT ANALYSIS……………………………………………………….39

Chapter 5: Conclusions and Recommendations……………………..41

5.1 Market Observations – Trends And Strategy For Tirupati…………..42

5.2 Conclusion –
4P’s………………………………………………………..46

References……………………………………………………………...…...50

Annexure 1 Questionnaire for edible survey….………………………51

Annexure Focus group discussion guide….………………………….68

List of Charts

SR. NO Title Page No

7
2.1 Age group wise sample coverage 20
2.2 Family size wise sample coverage 21
2.3 Gender wise sample coverage 21
2.4 Education wise sample coverage 22
2.5 Occupation of CWE coverage 22
2.6 Occupation of respondent coverage 23
2.7 Monthly income wise coverage 23
3.1 Market Gain and Loose - Brand Tirupati 30
3.2 Market Gain and Loose – Category cottonseed 32
4.1 Keyword Which Connects Brand Tirupati 36
4.2 Influencers in purchasing decisions 37
5.1 Quality vs Price for brands 48
5.2 Perceived quality VS perceived price 49

List of Tables

SR. NO Title Page No

3.1 Category Penetration 25
3.2 Brand Penetration 26
3.3 Central Region – Brand – Category Penetration 27
3.4 Purchase Process For Brand Tirupati 32
3.5 Purchase Process – Decision Making Process 32
3.6 Purchase Process – Understanding Of Quality 32
3.7 Consumer Usage Pattern – Point Of Purchase 32
3.8 Consumer Usage Pattern – SKU 33

8
Chapter 1: Introduction

9
1.1 Introduction to Kaizen Market Research And Consultancy

Kaizen Market Research And Consultancy is a leading market research

and marketing outsourcing company in India. It’s research services help
organizations to make strategic decisions.
Kaizen Market Research & consultancy is one of the best market
research company located in India. Kaizen market research agency
helps an organization to make the right decision at the right time. Kaizen
market research company works in different market segments, and it
collects data globally and generates market research reports on the
same. Kaizen market research company maintains the best relationship
with the client through market research. Kaizen has a diversified market
research team situated in Mumbai, Bangalore, Delhi, and many other
important locations in India.

Kaizen Market research consultancy is in the best market research

company in the Ahmedabad, Gujarat. Kaizen helps better market
research solutions through market research analysis and generates

10
the best research report to the end. Kaizen market research and
consultancy provide a great solution to the client. It’s the best marketing
consultant in Ahmedabad, Mumbai, Gujarat, Bangalore, Pune, and India.
Kaizen market research company collects global data from the real world
and performs market research analysis on same. Kaizen market
research and consultancy generates the best market research report on
the market analysis.
KMRC has four different Strategic Business Units:
• Market Research
• Marketing Processing Outsourcing
• SME Consulting
• Global Data Collection
The Kaizen Approach
Kaizen' is a Japanese business philosophy, stands for 'continuous*
improvement. It is an approach which can be applied to any process with
an aim to ‘change for the best.
The cycle of kaizen activity can be defined as:
• Standardizing an operation and activities.
• Measuring the operation.
• Gauge measurements against requirements
• Innovate to meet requirements and increase productivity.
• Standardize the new, improved operations Continue the cycle.

As a Kaizen Market Research And Consultancy, continuously look for

improvements in operation processes, the accuracy of the result, timely
delivery, quality measures, and ultimately client satisfaction to lead
towards our vision.

11
The Market Research services of kaizen include following services

 Demand Estimation Study

 Customer Satisfaction Study

 Competitor Analysis

 Concept Testing Study

 Product Research

 Marketing Research

 Detailed Project Report

 Distribution Analysis

 Advertise Impact Study

 Consumer Research
12
 Market Access

 Export Analysis

 Strategic Analysis

 Business Consulting

 Brand Value Analysis

 Rural Research
 Price Analysis
1.2 Introduction to Tirupati Oil

The vision to be a leader in Edible Oil Industry commenced on the 27th

day of March 1992 as Maruti Proteins Ltd. Today the company stands
strong as N K Proteins Pvt Ltd. in Business Market and the Brand is
recalled as "Tirupati" across Indian Families.

Making a mark the promoters of the company Mr. Nimish Patel and Late
Shree Mr. Nilesh Patel started the business with three firm pillars -
Quality, Research and Integration on which they have successfully build
the business empire which today produces 1550 M.T. refined oil per day
with complete vertical integration.

Marking one of the major milestones, N K Proteins became India's First

Edible Oil Company to get Food & Safety Quality Management
Certification of ISO 22000:2005.

"Tirupati" is a well communicated and trusted edible oil brand in India. Its
market positioning as a balanced cooking oil, helped it attach with its
consumers on the health and fitness ground and soon the brand became
a household name.
13
The company offers different types of edible oils to consumer market. To
produce best quality edible oil, company has procured best available
technology and machinery over the period of time. Knowledge,
Technology and Process up-gradation has always enabled N K Proteins
to be a market leader in Edible Oil segment. N K Proteins Pvt Ltd. is one
of those very few companies which have also invested in vertical
integration to add a value of quality to all their end products. Company
has its own manufacturing plants to manufacturer and pack Tins, Bottles,
Jars. N K Proteins's operating revenues range is Over INR 500 cr for the
financial year ending on 31 March, 2021.

Products of Tirupati oil with its advertisement, packaging and different

taglines.

Corn oil

Tirupati Cottonseed oil

14
Groundnut oil

Mustard oil

Rice Bran Oil

Soyabean oil

1.3 Objectives of the study:

1) Category Evaluation – “Cottonseed oil” vis a vis other category.

15
 2) Understanding Brand Perception for “Tirupati”
3) Define three word which relates to brand “Tirupati

1.4 To Understand Cottonseed as category

 Define categories selection and preferences for different category

for different customer segment (by demographics)
 To understand consumption norm and change in consumption in
recent years
 Brand perception with preference to category of edible oil
 To understand customer purchase process and role of influencers
(also understand decision making process)
 Recent changes from one category to another and understanding
customer thinking process for the same.

1.5 To Understand Brand Tirupati

 To evaluate existing brand positioning of Brand Tirupati vis a vis

competition brands
 Understand level of awareness
 Understand perception built
 Understand brand expectations
 Special focus on cotton-seed oil and pertaining brand evaluation
 Understanding brand loyalty and overall engagement
 Region wise and demographic wise brand preference
 Perception of brand Tirupati
 To report on the brand assessment and other qualitative
information that shall help client to understand their potential
customers better.

1.6 Research Methodology

16
Parameters Methodology

Survey- based questionnaire detailing to various touchpoints

Key area to address (category and brand perception). This helps to develop an
understanding of the consumer behavior for edible oil
Respondent
A3, B1, B2, B3, C1, C2, C3
classification
Purposive Selective Sampling + Stratified Random Sampling
Sample Selection (considering the expected representation of universe from
smaller size).
Data collection
Face to Face interaction (with digital / pen-paper)
method

Sample distribution Geographic, socio-economic classification

Analysis model Descriptive Statistics

1.7 Research Instrument - Type of information required

• Respondent profiling
• Demographic detail
• Geographic detail
• Edible Oil Usage Behavior
• Usage pattern
• Purchase pattern
• Type of oil preference
• Brand preference
• Purchase process
• Decision making process

17
 • Factors which influence purchase
• Category and brand selection motives
• Brand Assessment
• Type of oil vis a vis brand selected
• Perception of brand “Tirupati”
• Switching of brand
• Switching of category
1.8 Research approach
 Phase-1: Quantitative surveys with large population
 Phase-2: Qualitative survey – FGDs – to have an in-depth analysis
of derivation of quantitative research
1.9 Approach to respondents
• Blind study without specifying name of brand for which the survey
is undertaken (anonymous / unbiased /unstated brands survey)
• More close ended questions followed by open end discussion (to
collect qualitative information)
• The survey focus shall be to understand the category of edible oil
and brand preferences

18
Chapter 2: Demographic Profile –
Geographics And SEC

19
2.1 Sample Coverage

Sam Sampl Sampl

ple e Size e Size
% %
Size - -
City Urb Rur
– Achiev Achiev
an al
Targ ed ed
et Urban Rural
Ahmedab
400 252 148 63 37
ad
Vadodara 350 252 98 72 28
Bharuch 250 138 112 55 45
Anand/
250 138 112 55 45
Nadiad
Table 2.1

The data was collected by the team of Kaizen market research and
consultancy.

20
 Agegroup Wise Sample Coverage
Above 50 18 to 25
9% 4% 26 to 30
12%

41 to 50
41% 31 to 40
34%

18 to 25 26 to 30 31 to 40 41 to 50 Above 50

Chart 2.1 Age group wise coverage of sample

Family Size Wise Coverage

6 and above Single 2 Member
7% 1% 8%

5 Member
15%
3 Member
35%
4 Member
33%

Single 2 Member 3 Member 4 Member 5 Member 6 and above

Chart 2.2 Family size coverage of sample

21
 Gender Wise Sample Coverage
Male
6%

Female
94%

Male Female

Chart 2.3 Gender wise coverage of sample

Eductaion Wise Coverage

Post graduate and above Illiterate School up to 4 Years School 5 to 9 years
6% 1% 2% 6%

Graduate
34% SSC/HSC
36%

Professional
2%
Some college
13%

Chart 2.4 Education wise coverage of sample

22
 Occupation of CWE Wise Coverage
Officers / Executives – Junior Unskilled worker Officers / Executives – Senior
9% 1% 6%
Supervisory level
3%
Clerical / Salesman
5%
Self-employed pro-
fessional Skilled worker
3% 29%
Businessman / Indus-
trialist
14%
Petty trader
20%
Shop Owner
9%

Chart 2.5 Occupation wise coverage of sample

Respondent Occupation Wise Coverage

Working Full Time
14%

Working-Part Time
16%

House Wife
70%

House Wife Working-Part Time Working Full Time

Chart 2.6 Respondent occupation wise coverage

23
 Monthly Income Wise Sample Breakup
Above75000. Up to 10000
50001 to 75000 5% 6%
5%

25001 to 50000
27%
10001 to 25000
58%

Chart 2.7 Monthly income wise sample breakup

24
 Chapter 3: Quantitative Analysis

3.1 Category Penetration

25
Category of Oil Ahmedabad Vadodara Bharuch Anand/Nadiad

Cotton seed oil 36 36 46 38

Soyabeen oil 2.5 6 4 3

Ground nut oil 43 26 28 42

Mustard oil 4 8 5 4

Sunflower oil 9 12 8 8.5

Rice bran 0.75 3 0 0.5

Blended Oil 0.25 1 0 0.5

Corn oil 2 4 6.5 1.5

Other 2.5 4 2.5 2

Total 100 100 100 100

Table 3.1

 In Ahmedabad groundnut oil is leading with 43% market share

followed cottonseed with 36% market share.
 In Vadodara cottonseed is leading with 36% market share.
 In Bharuch cottonseed is leading with 46% market share.
 In Anand/Nadiad cottonseed is leading with 38% market share.

3.2 Brand Penetration

26
Brand Wise
Ahmedabad Vadodara Bharuch Anand/Nadiad
Market
Saffola 1.5 2 0.5 0.5

Tirupati 26 37 53 53

Fortune 8.5 11 11.5 2.5

Gulab 34 24 21 8

Ankur 10 6 3 10

Rani 8 3 1 2.5

Vimal 4 7 2 17

Korndrop 2.5 2 5 2

Sunpride 1.5 5 0.5 1.5

Other 4 3 2.5 3

Total 100 100 100 100

Table 3.2

 In Ahmedabad Gulab is leading with 34% followed by Tirupati with

26% market share.
 In Vadodara Tirupati is leading with 37% market share.
 In Bharuch Tirupati is leading with 53% market share.
 In Anand/Nadiad Tirupati is leading with 53% market share.

3.3 Central Region – Brand – Category Penetration

27
 Korndr
Central Region Saffola Tirupati Fortune Gulab Ankur Rani Vimal Sunpride Other Total
op
Cotton seed oil 0 68 3 8 7 2 12 0 0 0 100

Soyabeen oil 0 16 44 22 4 14 0 0 0 0 100

Ground nut oil 0 19 3 36 16 11 9 0 0 6 100

Mustard oil 0 18 35 23 0 0 0 0 0 24 100

Sunflower oil 0 0 46 14 4 6 0 0 30 0 100

Rice bran 4 28 65 1 2 0 0 0 0 0 100

Blended Oil 100 0 0 0 0 0 0 0 0 0 100

Corn oil 0 16 36 0 0 0 0 48 0 0 100

Table 3.3

 Tirupati is leading the cottonseed oil market by with 68% market

share.
 Gulab is leading the groundnut oil market with 44% market share.
 Fortune has maximum market share in soyabean oil, mustard oil,
sunflower oil and rice bran oil.

City Gain of Brand Tirupati

% From Which Brand, Reason And Tenure
Customers
Gained In
28
 Last 10
Years
Gulab - Lite, Price - 2018-19
Ahmedabad 3%
Ankur - Lite - 2018-19
Vadodara 5% Gulab - Category switch, Quality
Ankur - Price, Quality - 2014-16
Vimal - Quality - 2012
Bharuch 12%
Gulab - Category switch - 2019
Loose - Quality – 2008

Vimal - Quality - 2018

Anand/
3.50% Rani - Aroma, taste
Nadiad
Saffola – 2018

3.4 Market Switch – Brand Tirupati

Loss of Brand Tirupati
%
Customers
City
Lost In From Which Brand, Reason And Tenure
Last 10
Years
Gulab - Taste, Aroma
Ahmedabad 4.50%
Ankur - Quality of Cottonseed (Balance particles)
Vimal - Price
Vadodara 7% Saffola - Health
Fortune - Category change, Health
Gulab - Category switch - 2019
Fortune - Health - 2020
Bharuch 3%
Saffola - Health - 2020
Korndrop - Health – 2020
Vimal - Price - 2018
Anand/ Ankur - Price
5%
Nadiad Saffola - Health
Gulab - Category Change

29
3.5 Market Gain and Loss e - Brand Tirupati

Market Gain And Loss - Brand Tirupati

15%

10% 9%
6%
5% 3% 4%

0%
Ahmedabad Vadodara Bharuch Anand/Nadiad
-5% -4%
-5%
-6%
-10%
-11%
-15%

% Customers Gained In Last 10 Years % Customers Lost In Last 10 Years

Chart 3.1

3.6 Market Dynamics - Category – Cottonseed Oil

Gain of Cottonseed Oil

30
 %
Customer
From Which Oil Category, Reason And
City s Gained
Tenure
In Last
10 Years
Ahmedabad 6% Groundnut - Price - 2014-2016

Vadodara 3% Groundnut – Lite

Bharuch 9% Groundnut - Health - 2014-201
Anand/
4% Groundnut
Nadiad

     
% Customers Gained In % Customers Lost In Last
City    
Last 10 Years 10 Years
Ahmedabad 6% -11%    
Vadodara 3% -5%    
Bharuch 9% -4%    
Anand/
4% -6%    
Nadiad

Loss of Cottonseed Oil

%
Customer
From Which Oil Category, Reason And
City s Lost In
Tenure
Last 10
Years
Groundnut - Taste
Sunflower - Health
Ahmedabad 11%
Mustered - Purity
Corn Oil - Health, Price
Sunflower - Health
Vadodara 5% Corn - Health
Soya
Corn - Health
Blended - Health
Bharuch 4%
Sunflower - Health, Lite
Soya - Health
Groundnut - Taste, Price
Anand/Nadiad 6%
Sunflower – Health
31
 Market Gain And Loss – Category Cot -
tonseed Oil
15%

10%

5%
Axis Title

0%
Ahmedabad Vadodara Bharuch Anand/Nadiad
-5%

-10%

-15%

Chart 3.2 Market gain and loss in cottonseed category

32
3.7 Purchase Process For Brand Tirupati
Awareness
% Repeat
(Unaided Positive Negative
City Consideration Purchase Purchase (out
Brand Recall) - Perception Perception
of purchase)
Tom/Spont
Ahmedabad 78 59 19 51 26 75
Vadodara 80 65 15 58 37 72
Bharuch 85 80 5 64 53 88
Anand/Nadiad 80 76 4 62 53 84

Table 3.4

Purchase Process – Decision Making Process

Pre-decided Look at point Comparison of

Labeling of
only (before of purchase price and Packaging
City products (like Other Total
entering the promotion and discount (look)
benefits)
store) decide offered

Ahmedabad 55 6 29 3 4.5 2.5 100

Vadodara 58 4 28 2 5 3 100
Bharuch 67 3 25.7 0.8 1.5 2 100
Anand/Nadiad 62 4 26.7 1.3 2 4 100

Table 3.5

Purchase Process – Understanding Of Quality

Touch & Feel Freshness of Longevity of
City Color Aroma Taste of food Total
(Stickiness) food oil
Ahmedabad 18 14 32 22 8 6 100
Vadodara 26 8 35 18 6 7 100
Bharuch 15 22 18 32 9 4 100
Anand/Nadiad 2 41 34 21 2 100

Table 3.6

Consumer Usage Pattern – Point Of Purchase

33
 Nearby
Point Of Wholesale Mall/Hyperma
groccery Online Others Total
Purchase market rt
shop
Ahmedabad 32 18 39 7 4 100
Vadodara 38 19 33 5 5 100
Bharuch 51 31 12 2 4 100
Anand/Nadiad 48 28 17 4 3 100

Table 3.7

Consumer Usage Pattern – SKU Size

SKU Size
500 ML or
Wise 1L 5L 15L 15KG Total
less
Breakup
Ahmedabad 2 12 54 18 14 100
Vadodara 3 15 54 18 10 100
Bharuch 4 16 36 16 28 100
Anand/Nadiad 2 9 45 18 26 100

Table 3.8

34
Chapter 4: Qualitative Analysis

35
4.1 Keyword Which Connects Brand Tirupati

Keywords Which Represent Brand Tirupati

Chart 4.1

• Lite oil, Easy to digest and well-established brand were the

keywords which were repeated maximum times in the survey.
• Fresh, old and known brand and taste were the keywords which
were repeated by the respondents of the survey.
• Hence people associate Tirupati with health and is perceived as a
well-established brand in central Gujarat.
• Some of the respondents considered Tirupati as costly oil, and
also very few respondents consider as a cost-effective brand.

36
4.2 Influencers in purchasing decisions

Influencers For Purchase Decision

Kids; 4 Kids; 1
Husband; 9
Husband; 14
Parents; 11
Parents; 8

Wife; 74 Wife; 79

Urban Rural

Chart 4.2

From the above chart we can see that in both Urban and Rural areas
maximum influence in purchasing the brand and type of oil is of wives in
the family. Which was followed by husbands of the family, husbands in
urban areas have more influence compared to husbands of rural areas.

37
4.3 Summary of FGD’s

 Cottonseed oil is perceived as healthy, lite, fresh and cost-effective

oil by the participants.
 They prefer cottonseed oil for deep fried snacks as they consider it
efficient in use.
 Tirupati is considered as healthy, tasty and cost-effective brand by
the participants.
 Participants were using Tirupati from years and consider it as a
trustworthy brand.
 The parameters which participants considered for purchasing oil
are health, stickiness, taste and packaging.
 According to participants oil should not get frozen and remain lite
for a long time.
 Some of the participants had complaints regarding dust particles
being found at the bottom of Tirupati oil package.
 Some of the participants does ‘not like reddish colour of
cottonseed oil, according to them it should be light yellow in colour.
 Participants were ready to pay 25% to 50% premium if price of
their preferred oil and brand increases.
 Participants gave suggestions to provide scheme’s, discounts, and
reduce price of Tirupati oil.

38
Images of FGD’S held at Ahmedabad

39
4.4 SWOT ANALYSIS

Key Words -
Strength Weakness Opportunity Threat
City Wise

The colour is By The product

found on addressing needs
Used since white/reddis the negative improvements
many years h shade perception . There are
Perceived which is not Tirupati can other
Ahmedabad
as a lite oil liked. There gain higher categories like
Prefer for are particles market Sunflower is
cottonseed at bottom share. growing. The
found. There are price
Smell while likely shift dynamics will
40
 from
groundnut
to impact the
cooking,
cottonseed market
because of
taste
Higher
Good share thickness, Opportunity
in Reddish, to increse High variation
Vadodara Groundnut, bed aroma, share in and rotation of
Percived as Smoke at Cottonesee brand
lite oil the time of d
deep fried
Bharuch Strong Found as Higher Other type of
loyalty, High expensive in conversion Oil such as
dominance, cottonseed from Blended, Corn
Good share category, groundnut oil, Sunflower
in Smoke to are persied in
Groundnut cottonseed, healthy oil.
Oil and Get Diatition
other types, advantage recommend
Linked with to dominate sunflower oil
health to other
benefits category
like
Mustered
Oil
Should

41
 focus on
Corn oil
Threat from
Vimal due to
price. Rani
Brand
Focous on has good
loyalty, Adultration
Anand/ other spontantion
Good share issues,
Nadiad category of recall but
in Higher Price
oil have lower
Groundnut
share (May
harm in
future)

42
 Chapter 5: Conclusions and
Recommendations

5.1 Market Observations – Trends And Strategy For Tirupati

Ahmedabad Market For Edible Oil

• There is shift from cottonseed to Sunflower, Mustard

Market and corn oil
Observations • Sunflower oil share is increasing
– Trends – • About 15-20% customers prefer rotation of oil type
Category • Being cosmopolitan city, there are various type of oil
being used

43
 • High competition from Gulab oil
Market
• Tirupati is perceived as “Costlier than Rani and Gulab”
Observations
• Gulab has an image of cost effective and good in taste
– Trends –
• Gulab and Ankur has internal switch by many
Brand
customers (on the basis of availability and price)

• Brand Tirupati is a Cult brand, where customers are

using it since decades
• Change in perception will improve share – like lite oil,
Strategy For no particles at bottom etc.
Brand • Cross-combo for customers – those who prefer
Tirupati rotation (cross selling and awareness)
• Tirupati is already leading in Cottonseed, so focus on
Groundnut (competition – Gulab) and Sunflower
(competition – Fortune)

Anand/Nadiad Market For Edible Oil

Market
• Cottonseed has adulteration issue observed
Observation
• There is moderate shift from Cottonseed to
s – Trends -
Groundnut
Category

Market • Tirupati has good penetration in Groundnut and

Observation Cottonseed both
s – Trends – • Vimal has good share in cottonseed (there are
44
 many switches from Tirupati – because of price)
• Tirupati is highest in TOM recognition, followed by
Vimal and Ankur
• Rani has good spontaneous recall, but do not
Brand
have substantial market share
• Brand Tirupati is perceived as expensive vis a vis
Vimal and Ankur
• Price sensitive market

• Study price of Vimal and target their customers

Strategy For
with “Value For Money” option, as Vimal is
Brand
competing in Cottonseed by price
Tirupati
• Corn oil to be focused considering NRI market

Vadodara Market For Edible Oil

• Neutral taste of cottonseed is liked

Market Observations – • Sunflower is leading because of health
Trends - Category benefits
• Lite oil is preferred

Market Observations – • Fortune is a key brand to compete which is at

Trends - Brand a growing phase
• Gulab is known for Groundnut oil for its taste
(sweetness) and Aroma
• Highly volatile market with health and prime
as a key influencing factors
• Tirupati has substantial share in Groundnut
as well
• Sunpride has a good share
• Health benefits to be focused to win the

45
 market

• Health is a key motive in this market and

hence building perception in that direction
Strategy For Brand
shall help
Tirupati
• Focus on sunflower and corn oil considering
future likely shifts

Bharuch Market For Edible Oil

• Being industrial area, good proportion of

different oil like Soya, Mustard and others
Market • Cottonseed is perceived as low celery and
Observations – good for health
Trends - • Shift to corn oil is seen due to price and health
Category benefits
• Shift from groundnut to cotton and corn oil is
observed

• Gulab has good spontaneous recognition but

less market share
• There is a shift from different brands (Ankur,
Market
Gulab, Vimal) to Tirupati (growing market for
Observations –
Tirupati)
Trends - Brand
• 15Kg pack of Tirupati has less availability
• Tirupati also have good share in Groundnut oil
and Soya oil

Strategy For • Mustard oil can be focused (as of now

Brand Tirupati Patanjali is leading)

46
 • Tirupati has a good brand image, which can
be leveraged to gain market share in Mustard,
Soya and Groundnut
• Good awareness and less negative perception
(higher market share as well) – this
showcases the strength
• It is a growing market for Tirupati

5.2 Conclusion – 4P’s

 Product
• Preferred color – Lite yellow (Tirupati – White/Reddish)

• Thickness – Lower thickness is preferred (Tirupati has found

higher thickness and stickiness)

• Aroma – While cooking on high temperature, there are bad

aroma found in some cases

• Usage – Smoking point is an important aspect – Especially

while making Paratha (In some cases, Tirupati has found
higher smoke)

• Purity – lite oil is considered as a good quality – There are

particles seen at bottom for Tirupati 15Lt/Kg tin pack which
gives impression of adulteration

• Pouch is found cheaper; however, availability is limited (need

to improve)

47
 • Per capita consumption – 12L (Urban) – 15L (Rural), ideal
consumption as 50-60 Liters where average family size is 4.2
per house

• Ghani is considered as good quality product

• Filtered oil are preferred against refined oil

 Price

• One of the priorities to use cottonseed oil is price – Tirupati

was earlier preferred as cost effective brand as compared to
others but later the users found Vimal, Ankur and Rani as
cost effective
• Tirupati is perceived as costly brand vis a vis Rani and Gulab
in central. This perception can be changed by POP
Promotion
• Schemes are preferred by customers (e.g. cross combo, Oil
+ Other commodities, next purchase discounts etc.)

48
Chart 5.1

Perceived Price Vs Quality

10
8
6
4
2
0
Fortune Tirupati Gulab Rani Ankur Vimal Pamolien
Perceived Quality Perceived Price

Chart 5.2
49
 Place

• Availability in rural area should be on higher scale – SKU

wise and category wise.
• Dealer is an influencer for rural market and hence there
should be regular activities.
• POP advertisement will help to gain market.
• Small pouch can address the gaps of other brands and may
help them to switch to our brand by testing it in absence of
other one.

 Promotions

• Health benefits to focus – Vitamins, Low fat oil, easy to

digest, nutritious, cholesterol
• There are no complex benefits understood by customers and
hence easy communication is preferred (for SEC – B, C,D)
• (Like antiaging or trans-fat etc. can be replaced by Acidity,
low cholesterol, skin benefits, low fat, good for heart patient
etc.)
• There is high shift towards health-related oils such as
Mustard
50
 • Lite oil has a good future potential of corn oil
• Lite oil = no adulteration = high quality
• Rebranding to ‘Pure’, ‘Value for money’ is required
• Akshay Kumar in fortune and Karina Kapoor in Tirupati are
well recognized
• Promotion by “High Quality Ingredient” will be liked by
customers
• Keywords related marketing tactics
• Purity – “Quality ingredients”, “Making process”, “Quality
assurance by certificate”
• Health – “Doctors recommendation”
• Acidity issues – connect with “PH Value”
• Knowledge – Blogs/Vlogs for knowledge sharing such as
which is good oil for whom, how to consume less oil, disease
specific oil usage etc.

REFFRENCES
1. https://shop.tirupatioils.com/
2. https://kaizenmarketresearch.com/the-kaizen-approach/
3. https://kaizenmarketresearch.com/
4. https://www.nkproteins.com/
5. https://www.bigbasket.com/pc/foodgrains-oil-masala/edible-oils-
ghee/blended-cooking-oils/?nc=ct-
fa&sid=NtOgj42pYmF0Y2hfaWR4AKFjD6JuZsOiY2OnMzgxfDM4

51
 6. https://www.indiamart.com/proddetail/tirupati-cottonseed-oil-
23674540130.html
7. https://www.researchgate.net/publication/
280555252_CONSUMER_ATTITUDE_AND_PERCEPTION_TOW
ARD_BRANDS_OF_EDIBLE_OIL_AN_EMPIRICAL_STUDY
8. https://www.tofler.in/n-k-proteins-private-limited/company/
U25499GJ1992PTC017403

Annexure 1 Questionnaire for edible oil survey

Edible Oil Survey

Demographic Profile

* Required

1. Gender

52
 Mark only one oval.

Male

Female

2. Location (City/District)

3. Type of area

Mark only one oval.

Rural

Urban

4. Family SIze

Mark only one oval.

Single

6 and Above

5. Age

Mark only one oval.

18 - 25

26 - 30

31 - 40

41 - 50
53
 Above 50

6. Education

Mark only one oval.

Illiterate

School upto 4 years

School upto 5 - 9 years

SSC/HSC

Diploma

Graduate

Professional Courses

Post Graduate and above

7. Occupation of CWE - Chief Wage Earner of your family Mark only one oval.

Unskilled Worker

Skilled workers

Petty Traders

Shop owners

Businessman / Industrialist

Self Employed Professional

Clerical / Salesman

Supervisory Level

Officers / Executives - Juniors

Officers / Executives - Seniors

8. Occupation of consumer (who cooks daily) Mark only one oval.

Housewife

54
 Working - Part time

Working - Full time

9. Monthly Income

Mark only one oval.

Up to 10000

10001 to 25000

25001 to 50000

50001 to 75000

Above 75000

Existing Usage pattern

Edible oil usage behavior

10. Consumption in last year ( in litre ) - edible oil wise

Mark only one oval.

Upto 15 Liter/ Per year

15 to 30 Liter/ per year

31 to 60 Liter/per year

Above 60 Liter/per year

11. Edible oil category usage

55
 Check all that apply.

Edible oil category wise - usage

Cotton seed oil

Soya bean oil

Ground Nut oil

Mustard Oil

Sunflower oil

Rice Bran oil

Blended oil

Corn oil

other

12. Reason for selecting above type of oil ?

13. In case of Multiple type of oil used, define specific usage/time period

56
14. Mark the relevance with brand
Check all that apply.

Beneficial Reasonable Price and Good Easily Convenient

for health Discount offered taste Available Packaging

Saffola

Fortune

Tirupati

Ankur

Gulab

Vimal

Rani

Sunpride

Korn
Drop

15. Frequency of Purchase

Mark only one oval.

Once in a month

Once in a 2 months

Once in 3 months

Once in 6 months

Annually

16. Define SKU preferred and point of purchase

57
 Mark only one oval per row.

Preference
500 Ml or
1L 5L 15 L 15 Kg for 15Kg Tin
Less
/ Tap Jar

Nearby Grocery
shop

Wholesale
Market

Mall/Hypermart

Online

Other

17. Did you Switch from one category of edible oil to another in last 3 years tenure? Please define
reason for the same.

18. Type of oil Vs Application

58
 Mark only one oval per row.

Cotton Soya
Mustard Sunflower Ground Blended Corn Rice
seed bean
Oil oil Oil oil oil Bran oil
oil oil

Daily
meals

Special
Dishes
( which
has
major
use of
oil )

Deep
Fries
Snacks
(
Farsan
)

Other

19. Reason - Why different type of oil are used for different application, if any

20. In last 3 years, please define on overall consumption of edible oil at your home.

Mark only one oval.

59
 Increased

As it is ( No Change )

Decreased

21. Reason for change in consumption pattern

22. Do you feel ghee/butter/cheese have replaced some application of edible oil at your home?

Mark only one oval.

Yes

No

Maybe

23. If yes, define some applications/usages

60
 Purchase Process
24. How do you select Your Edible oil Brand. *

Check all that apply.

Pre decided only (before entering the store)

Look at point of purchse promotion and decide
Selection of products from the shelf
Comparison of price and discount offered
Packaging (Look)
Labeling of Products (Like benefits)
Other

25. What are the factors influence you the most to select a brand. *

Check all that apply.

Past Experience
Advertisement and promotion
Reference from Family and Friends
Reference from experts like dietitian/ Gym Trainer
Suggestions from Doctors
Price and discounts
Suggestions from sales person / retailer
Other

26. Which family members have role in selection of edible oil brand

Check all that apply.

Family Members
Wife
Parents
Husband
Kids

27. Please define role of each family member in purchase decision

61
28. How would you check quality of Edible oil ?

Check all that apply.

Color
Aroma
Touch and feel (Stickiness)
Taste of Food
Freshness of food
Degradation of oil quality over a period of time.

29. Do you purchase cooking oil by online mode? Please Specify Reason. Also Define Pre-Covid and
Post Covid change. If any.

30. Do you agree that having celebrity in cooking oil advertisement impacts your brand selection?

Mark only one oval.

Yes

No
62
 Brand Assessment
31. What are the top 3 brands do you recall for edible oil?
Check all that apply.

Top Of Mind recall Spontaneous recall Aided recall

Saffola

Tirupati

Fortune

Gulab

Rani

Ankur

Vimal

Korn Drop

Sunpride

Other

32. Edible oil category wise - Brand usage / preference

63
33. Since how long using this brand

Mark only one oval.

Less than 1 year

1 to 3 years

3 to 6 years

7 to 10 years

more than

10 years

34. Reason for selecting this brand.

64
35. Was there any switch from one brand to another brand. Please define which to which brand. Also
define reason for switching.

36. Perception of brand - oil Advantages

65
 Mark only one oval per row.

Saffola Fortune Tirupati Vimal Rani Gulab Ankur Sunpride

First
Preference
for "Deep
Fried"
cooking is..

Health
advantages

Product
quality for
a longer
period of
time than
other
edible oils.

37. You should keep changing the cooking oil frequently

Please share your thought whether you are agree or disagree with the statement Mark only one

oval.

Agree

Disagree

38. What is your overall view on cottonseed oil? Also define perception of different brands available.

66
39. Are you satisfied with existing brand? if no, what are the area of improvement you are looking
for?

40. Which edible oil brand do you recall where you have observed any advertisement?
Check all that apply.

News Social Media Ads such as Youtube

Television Hoardings
Paper ad, instagram, facebook, etc

Saffola

Tirupati

Fortune

Vimal

Korn
Drop

Sunpride

Ankur

Rani

Gulab

41. From which Advertisement you can recall this brand?

67
42. What did you like about that advertisement?

43. What are your suggestions for an edible oil brand to become your favorite brand.

44. Please define brand 'Fortune' in 3 words

68
45. Please define brand 'Tirupati' in 3 words

46. Please define brand 'Gulab' in 3 words

This content is neither created nor endorsed by Google.

Forms

69
Annexure 2 : Focus Group Discussion Guide

Focus Group Discussion Guide

Section-1: Introduction and demographic Profile

Please introduce yourself in the following sequence.

 Name
 Age
 Family size
 Education
 Work profile of husband (or chief wage earner)
 Income group
 Place of residence (Name of area and city)

Section-2: Existing Usage and consumption pattern

What type of cooking oil do you use at your Which brand of cooking oil do you use at
home? Since how long? your home? Since how long?

Which is the oil would you relate with the Which is the brand would you relate with
following words: the following words:

 Taste  o Taste
 Health  o Health
 Deep-fry  o Deep-fry
 Freshness of food  o Freshness of food
 Lite oil  o Lite oil
 Cost-effective  o Cost-effective

70
 Cottonseed oil:

What is your view on cottonseed oil vis a vis other types (parameters such as price, taste,
health benefits, etc.)?

Do you consider cottonseed oil for your day-to-day consumption? If not, please define the
reason.

 Brand of oil
 Which brands would you prefer for the following type of oil:
i. Groundnut oil - ________________
ii. Cottonseed oil - ________________
iii. Sunflower oil - ________________
iv. Mustard oil - ________________
v. Soya oil - ________________
vi. Corn oil - ________________
vii. Rice bran - ________________

 What is your view on brand Tirupati oil vis a vis other brands (parameters
such as price, taste, health benefits, etc.)?

71
  Do you consider the brand Tirupati for your day-to-day consumption? If not,
please define the reason.

Section-3: Keyword selection

 Please define three words that relate to the brand Tirupati – moderator to probe
i.
ii.
iii.
 Select 3 most relevant keywords for the brand Tirupati from the list given
below?

Lite Oil Value For Money Taste Crunchy

Day to day use Fresh Cost effective Health
Easy to digest Pure Trust Quality
Old and known
Used since years Tradition Low Cholesterol
brand
Well established
Nutrition Deep-fried Number-1
brand (Lokpriya)

Section-4: Purchase preference and consumer behavior related

pointers

 How do you measure the quality of the oil? (such as Aroma, Color, Taste,
Stickiness, and Freshness of food. Degradation of oil quality over a period of
time “Oil Khoru Thai Jay Che”)

 How do you select your edible oil brand?

o Predecided (before entering to the store)
o Decision at point of purchase

 Which are the parameters would you consider during the selection of a brand
o Past experience
o Price and discount offer
o Packaging
o Availability
o Other: ______
72
  Who influences you to select a brand? (Such as family and friends, an expert
like dietitian / Gym trainers, doctors' suggestions, retailer or sales personnel,
advertisements, etc.)

 What is the different influencer's role in purchasing oil for you? (Like family,
friends, Doctors, retailers, and Brand ambassadors)

 Which brand advertisement do you recall? What did you like about this adv?
What message has it conveyed?

 What is Ideal oil from your point of view on the below parameters?
o Colour - ____________
o Health benefits - _________________________
o Other features - __________________________

 What will be your preference of choice?

a) Light Vs Thick
b) Aroma Vs No Aroma
c) Neutral taste Vs sweet taste

 Brand loyalty assessment (moderator to demonstrate scenario and observe the

reaction of respondent pertaining to the scenario)

 Case-1: If your oil brand is not available at the store

o Will you shift to another brand or
o Will you go to another store to get the same brand?

 Case-2: If the type of oil you are using is not available in the same brand
which you are using,
o Will you shift to another brand to get the same type of oil or
o Will you switch the type of oil in the current brand?

 Case 3 - If the price of your oil brand increases,

o Will you change your brand to another brand or

73
 o Will you purchase the same brand? You can pay a premium up to what
price difference (in % or in absolute value).

 Category Loyalty Assessment (moderator to demonstrate scenario and observe

the reaction of respondent pertaining to the scenario)

 Case-1: If your oil type (e.g., groundnut/cottonseed) is not available at the

store
o Will you shift to another type of oil or
o Will you go to another store to get the same type of oil?

 Case-2: If the Brand of oil you are using is not available in the same type
of oil which you are using,
o Switch the type of oil in the same brand, or
o Switch brands in the same category of oil

 Case 3 - If the price of your preferred oil type increases,

o Will you change your oil type to another type of oil or
o Will you purchase the same type of oil? You can pay a premium up to
what price difference (in % or in absolute value).

 Are you using the same type of oil throughout the year, or are you using oil
in rotations? Define reason.

 What type of SKU’s you generally prefer? Why?

Section-5: Media Habits

 How is your media consumption? (Approximately how much time you spend in a day on each)

o TV: _______ minutes

o Newspaper: _______ minutes
o Radio: ________ minutes
o Social Media: ________ minutes
o Magazine: ___________ minutes

74
 Which Newspaper do you read? Why?

 Which Newspaper supplement do you like the most?

 Which Newspaper among the following do you find the most aggressive and truthful?
o Gujarat Samachar / Divya Bhaskar / Sandesh / Others:______________

Section-6: Suggestion for brand “Tirupati” to become your

favourite brand.

 Any Suggestion for brand “Tirupati”?

75