COOKING OIL INDUSTRY IN 1984

The total cooking oil industry was worth 50 lakh tons.

Refined oil accounted for 2 % of this total.
Bulk packs comprised of 4/5th to 5/6th of the total oil
refined market.
Remaining was in small packs.
Trends
-SPRO was stagnant or declining.
-Increasing Brand Proliferation
-Change in type of oil base used.
-Change in nature of promises made to
consumers.

The Problem Definition

Primary Problem : Difficulty in growing Market
share due to Stagnant or Declining Market.
Hence new brand feasibility is to be tested.

Secondary Issues:
Emergence of New Oil Base
Loose selling of oil
Increasing Competition

Marketing Problem converted to Research

Problem and Needs identified ?
Yes! And needs for the same were identified.
Marketing problem to launch new brand or not?
Research Problem conversion and need identified:
Past preferences and trend taken into account.
Benefits sought asked (Health and general perspective).
Purchase intentions questions asked in the survey.

Phase I Review
Secondary data used - for generation of 18 relevant
attributes/benefits.
Discussion with experts - to study those
attributes/benefits of Corn as well as Sunflower oil. Deleted
the irrelevant ones.
Study of competitors attributes attributes offered by
current SPRO brands
Appropriate benefits/attributes were then listed for
developing concepts for two base oils.

Phase II Review
All possible concepts developed.
Screening by Research team( Discussions with team and
experts).
Irrelevant/not important, Concepts were removed.
Valid and relevant concepts, for each Corn and Sunflower oil
were developed.
Concept 1: health benefits - Sunflower Oil.
Concept 2: Money Saver- Sunflower oil.
Concept 3: health benefits - Corn Oil.
Concept 4: taste and fitness - Corn oil.

OBSERVATION ON SAMPLING AND SUGGESTIONS

Use of convenience sampling suggests cost saving

OBJECTIVE
- TObeing
ACESS
THE OVERALL
IN THE
techniques
employed
by theOPPORTUNITY
research team.
This
SPROcost
MARKET.
saving, non probability sampling technique is less
TYPEeffective
OF SAMPLING
- CONVINIENCE
SAMPLING(A
TYPE
and cannot
be used to infer
the responses
of OF
the
NON entire
PROBABILITY
SAMPLING)
population.
The number of responses actually obtained hold less
relevance.
Sample selection is independent of their income levels.
Maintain uniformity in number of responses actually
obtained across various communities, age and income
group.
Include parameters like quantity of cooking oil being used
daily.
Broadening the scope of research to entire cooking oil.

EVALUATION OF QUESTIONNARE DESIGN

Filter questions used(Q1,2)

Adequate use of visual aids.
Sensitive questions at the end (Q14)
Q9a may not yield an informed answer ,in case the
respondent is unaware of any brands given.

Suggestions
Sampling Technique to be changed to Stratified
Random Sampling Instead of Convenience
Sampling
Terminating the questionnaire at question 2:
This could be extended to just one more question
List the Reason for not choosing Refined Oils.
This can give more consumer insights.