perception towards coconut oil with special reference to kpl oil ...

“A STUDY ON CUSTOMER PREFERENCE AND

PERCEPTION TOWARDS COCONUT OIL WITH

SPECIAL REFERENCE TO KPL OIL

MILLS.PVT.LTD” Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

LIJO JOY

(CCASBCM221)

Under the supervision of

Asst. prof. LIPINRAJ K

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

PREFERENCE AND PERCEPTION TOWARDS COCONUT OIL WITH

SPECIAL REFERENCE TO KPL OIL

MILLS.PVT.LTD” is a Bonafede record of project done by LIJO JOY, Reg.

No. CCASBCM221, under my guidance and supervision in partial fulfilment of

the requirement for the award of the degree of BACHELOR OF COMMERCE

and it has not previously formed the basis for any Degree, Diploma and

Associateship or Fellowship.

Prof. K.J.JOSEPH Asst. prof. LIPINRAJ K

Co-Ordinator Project Guide

DECLARATION

I, LIJO JOY, hereby declare that the project work entitled “A STUDY ON

CUSTOMER PREFERENCE AND PERCEPTION TOWARDS COCONUT OIL

WITH SPECIAL REFERENCE TO KPL OIL MILLS.PVT.LTD” is a

record of independent and Bonafede project work carried out by me under the

supervision and guidance of Asst. prof. LIPINRAJ K, Assistant Professor,

Department of Commerce, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my

knowledge. The report has not been previously submitted for the award of any

Degree, Diploma, Associateship or other similar title of any other university or

institute.

Place: Irinjalakuda LIJO JOY

Date: CCASBCM221

ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people

who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose

divine guidance; I have been able to complete this work successfully.

I would like to express my sincere obligation to Rev.Dr. Jolly Andrews,

Principal-in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J.Joseph, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Class teacher, Asst. prof. Pressy Viswambaran, for her cordial

support, valuable information and guidance, which helped me in completing this

task through various stages.

I express my sincere gratitude to Asst. Prof. Lipinraj, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this

work successfully.

I would like to express my gratitude to all the faculties of the Department for

their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my college

for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.

Place: Irinjalakuda LIJO JOY

Date: CCASBCM221

TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1 – 5

CHAPTER 2 REVIEW OF LITERATURE 6 – 13

CHAPTER 3 THEORATICAL

FRAMEWORK 14 – 23

CHAPTER 4 DATA ANALYSIS AND

INTERPRETATION 24 – 48

CHAPTER 5 FINDINGS, SUGGESTIONS

& CONCLUSION 49 – 51

BIBLOGRAPHY

ANNEXURE

LIST OF TABLES

TABLE

NO: TITLE PAGE NO:

4.1 Table showing Gender of the respondents 25

4.2 Table showing Age group of respondents 26

4.3 Table showing Marital status of the respondents 27

4.4 Table showing Income level of respondents per

month 28

4.5 Table showing Usage of coconut oil brand

29

4.6 Table showing frequency of purchasing coconut oil

30

4.7 Table showing Regular usage of coconut oil

31

4.8 Table showing Reason for using kpl

32

4.9 Table showing Medium came to know about kpl

33

4.10 Table showing How long using the product

34

4.11

Table showing Presence of celebrity in purchase

decision

35

4.12 Table showing Purpose of using coconut oil

36

4.13 Table showing Quality of the product

37

4.14 Table showing Satisfaction level on price

38

4.15

Table showing Satisfaction level on packing of the

product

39

4.16 Table showing Most attractive feature

40

4.17 Table showing Awareness about sic technology

41

4.18

Table showing Satisfaction level on availability of the

product

42

4.19 Table showing Pack preferred

43

4.20

Table showing Consumption of product in a single

purchase

44

4.21 Table showing Features to be improved

45

4.22 Table showing Refer to the other

46

4.23 Table showing Need for using the product

47

4.24 Table showing Loyalty towards the product 48

LIST OF CHARTS

FIG. NO: TITLE PAGE NO:

4.1

Chart showing Gender of the respondents 25

4.2 Chart showing Age group of respondents 26

4.3 Chart showing Marital status of the respondents 27

4.4 Chart showing Income level of respondents per month 28

4.5 Chart showing Usage of coconut oil brand

29

4.6 Chart showing frequency of purchasing coconut oil

30

4.7 Chart showing Regular usage of coconut oil

31

4.8 Chart showing Reason for using kpl

32

4.9 Chart showing Medium came to know about kpl

33

4.10 Chart showing How long using the product

34

4.11

Chart showing Presence of celebrity in purchase

decision

35

4.12 Chart showing Purpose of using coconut oil

36

4.13 Chart showing Quality of the product

37

4.14 Chart showing Satisfaction level on price

38

4.15

Chart showing Satisfaction level on packing of the

product

39

4.16 Chart showing Most attractive feature

40

4.17 Chart showing Awareness about vsic technology

41

4.18

Chart showing Satisfaction level on availability of the

product

42

4.19 Chart showing Pack preferred

43

4.20

Chart showing Consumption of product in a single

purchase

44

4.21 Chart showing Features to be improved

45

4.22 Chart showing Refer to the other

46

4.23 Chart showing Need for using the product

47

4.24 Chart showing Loyalty towards the product 48

CHAPTER I

INTRODUCTION

1

1.1 INTRODUCTION

The research is entitled "A Study on customer Preference and perception towards

KPL SHUDHI coconut oil with special reference to KPL OIL MILLS (P) LTD" was done

to understand the factors affecting the customer preference and the perception of customers

towards KPL SHUDHI coconut oil. KPL OIL MILLS is one of the leading manufacturers

of coconut oil industries in India. KPL Pvt. Ltd is one of the fully automatic plants and it

won a good position in the minds of the people.

Customer preference is closely related to brand choice which can assist customer

decision making and activate the brand purchase actions knowing the pattern of customer

preference across the population is a critical input for designing and developing innovative

marketing strategies. There are many factors influencing the customers to buy a particular

product especially customer preference offered by various factors which were endorsed by

existing studies.

Customer is an individual who buys products or services for personal use and not

for manufacture or resale. A customer is someone who can make the decision whether or

not to purchase or item at the store and someone who can have influenced by Marketing

and advertisements. Any time someone goes to store and purchases a try, shirt, beverage or

anything else they are making that decision as a customer. Customer is a broad label that

refers to any individuals or household that use goods and services generated within the

economy.

Customer preference refers to how customers select goods and services in relation

to factors like taste, preference and individual choices factors such as the customer’s income

and price of goods do not influence the customers preferred products on services. Customer

behavior has helped to understand some of the key questions of standard customer

satisfaction research. Most importantly, we realized that a high rate of customer satisfaction

does not guarantee the continued search for a preferred customer's preferences over the past

2

fifteen years, which indicates that the scores are high for substations. While measuring

firms' preference for a set of important criteria does not adequately explain the composition

of the preference training, the service is often considered to be an insufficient predictor of

continuing preference or what is commonly calls customer loyalty. Customer preference

determines what products people will buy within their budget, understanding customer

preference will give you an indication of customer demand. This information will help to

ensure that you have enough product to meet demand and will help you determine the price

for your product. Preference testing is useful when you want to compare one product to

another. The customers are given two or more products and asked which they prefer. Once

their preferences, or lack of preference, are recorded, you can then analyze the results to

determine which product is preferred. You cannot, however, determine how much each

product was liked using this method. To understand customer behavior, it is important to

know what guides customer preferences.

A brand is a name, term, design, symbol, or other feature that distinguishes an

organization or product from its rivals in the eyes of the customer. A brand represents the

sum of people's perception of a company's customer service, reputation, advertising and

logo. Branding is a set of marketing and communication methods that help to distinguish a

company or products from competitors, aiming to create a great impression in the minds of

customers. The key components that form a brand's toolbox include a brand’s identity,

brand communication such as by logos and trademarks, brand awareness, brand loyalty,

and various brand management strategies.

1.2 STATEMENT OF THE PROBLEM

Here studies are conducting to find about customer’s preference about the coconut oil of

KPL studies help us to take decision about changes wanted to KPL SHUDHI coconut oil.

It also includes how to push existing sales, opportunities of new market and also to identify

which all once the best marketing strategies. It is important for an organization to make

3

their branding activities more effective so that it can influence the customer behavior in

large extent. If the companies want loyal customers, the customers must be satisfied. The

company should know what customers want from them. Companies must have to provide

quality products and services to attract more and more customers and get loyal customers.

The main problem of the study: what are the factors influencing customer preference and

the perception towards KPL SHUDHI

1.3 OBJECTIVESOF THE STUDY

To analyze the customer Brand preference towards KPL SHUDHI coconut oil.

To analyze feedback of customers regards to the aspect of quality, price advertisement

and packing of the coconut oil.

To know the satisfactory level of customer with regard the KPL SHUDHI coconut oil

To check whether advertisement has influenced in their purchase decision.

To identify the most important factors influencing the customer’s preference towards

the KPL SHUDHI Coconut Oil.

1.4 SCOPE OF THE STUDY

The project is done to provide an approach for analyzing market structure of

customer brand preference for the purchase of KPL SHUDHI coconut oil.

The intent of this study is to provide insight of the adversely affecting the buying

behavior of customers of KPL SHUDHI coconut oil.

The research helps to find out the satisfactory levels of the customer on KPL

SHUDHI coconut oil

The research was undertaken to analyze the advertisement strategy of the oil products them.

4

1.5 RESEARCH METHODOLOGY

The research methodology is a way to systematically solve the research problem. Let it

may be understood as a science of studying how research is done. This include study of

various step that are generally adopted by the researchers in study their research problem

along with the logic behind

1.6 RESEARCH DESIGN

The research design refuse to the overall strategy that you choose to integrate the different

component of the study in a Coherent and logical way, thereby ensuring you will

effectively address the research problem. It constitutes the blue print for the collection,

measurement and analysis of data. The design used for carrying out this research is

descriptive because the study describing the situation as it exists at present.

1.6.1 SAMPLE DESIGN

Convenience sampling

Convenience sampling is one in which a sample is obtained by selecting such units of the

universe which may be conveniently located and contacted convenience sampling is not

based on any rule. It is entirely based on convenience samples are usually biased and may

not generally represent the population

1.6.2 DATA COLLECTION

Primary Data: Primary data is collected through questionnaire

Secondary Data: Secondary data was obtained from company journals, websites etc.

5

1.6.3 PERIOD OF STUDY

The study was conducted for a period of 1 month for various departments in KPL SHUDHI

oiI.

1.6.4 SAMPLE SIZE

In this study sample size is 100 units

1.7 TOOLS AND TECHNIQUE

The researcher used percentage analysis for analyzing the data.

Percentage analysis: The purpose of using percentage is to simplify the problem of

comparison. Sample mathematical and statistical tool are used for analyzing the data.

Percentage

Simple% analysis.

1.8 LIMITATIONS OF THE STUDY

Time and monitory factors became an important limitation of the study.

Area taken to the research is limited to particular outlets so respondent is limited in

size.

The project is based on the primary data collecting from the customers and the

perception of them may vary in future.

False response obtained from the respondents.

CHAPTER II

THEORATICAL FRAMEWORK

2.1 INTRODUCTION

The research is entitled "A Study on the Impact of Brand Preference and Brand

Loyalty on KLF Nirmal coconut oil with special reference of KLF Nirmal industries private

limited" was done to understand the factors affecting the brand preference of customers

towards KLF Nirmal coconut oil. KLF Nirmal is one of the leading manufacturers of

coconut oil industries in India. KLF Pvt. Ltd is one of the fully automatic plants and it won

a good position in the minds of the people.

This study is conducted to analyze impact of Brand Preference on Brand loyalty.

Brand preference is closely related to brand choice which can assist customer decision

making and activate the brand purchase actions knowing the pattern of customer preference

across the population is a critical input for designing and developing innovative marketing

strategies. There are many factors influencing the customers to buy a particular product

especially customer preference offered by various factors which were endorsed by existing

studies.

Brand Loyalty describes that a buyer's dedication to repurchase of otherwise

continues using the item and can be confirmed by recurring buying of product or services

or other positive actions such as testimonials. It is also described as the degree to which a

customer continually buys. This concept is otherwise known as repeated buying habit of

specific product for different reasons. Brand loyalty is may be mediating and dominating

for the brand preference. Unless brand loyalty no marketer can do the business in the

present era.

2.2 BRANDS AND BRANDING

Brand as a name term or a design or a combination of them which is intended to

identify the goods or services of one seller of group of sellers and to differentiate them

from those of competitors. On the other hand, branding is the process of finding and fixing

the means of identification Committee on Definitions A.M.A.

It is nothing but naming the product: and naming product is like naming a child.

Parents know that the success and happiness of their children is primarily dependent on the

development of their character, intelligence and capacity and not on their name. But they

nonetheless, take care in naming their children for the identification. Products are children

of manufactures, unlike human children; products are not brought into world by accident.

There is conscious decision to give birth. Once a product takes birth it needs an identity

and that id brand and recognizing it as.“Product differentiation” is the note-worthy feature

of manufactured goods, as already noted previous chapters. One such device of product

differentiation is branding the product. A brand is a symbol, a mark, a name, that acts as a

means of communications which brings about an identity of the product; Brand is the

quality of product.

2.3 ROLE OF BRANDING

Brand names came to create identity to distinguish one product from another.

Identifying is essential to competition because, without 'means of identification there is no

way of making a choice except by stance. Brand names not only facilitate choice but they

spur to a responsible action. Following points pin down its precise role:

1. Brand is a Massive Asset: brand is considered as a major intangible asset because all the

physical asset such a plant, equipment, inventory, building, stock and bounds can be

duplicated or copied very easily, however it is almost impossible to duplicate brand name.

It has been proved, as there are many case where the firms have gone to hell still brand

remained high in the sky.

2. Brand is a Promotional Tool: sales promotion on the idea of product identification or

product differentiation. This difference is done by a brand. Major weapon product

popularization is advertising. And it is futile to advertise a product without a brand name

Even the work of salesman would be a failure in absence of a brand name. Thus branding

plays a highly creative role in determining the success or failure of a product.

3. Brand is a Weapon protects Market to: Once a customer has tried and liked a product

the brand enables him to identify so well that he is tempted to levy it again. For instance, a

house wife using VIM cleaning powder may not use other powder like BIZ, ODOPIC etc.,

as she is soaked in with VIM. That is, tire product ears goodwill. In other words absence

of brand name will make repeated purchases stand still.

4. Brand in Antidote for Middlemen's Survival: if a product wins customer reputation, the

manufacturers control, over product distribution. The class of middlemen always tends to

go in for a successful brand. That is, without brand identification, these middlemen find it

difficult as to what to buy and sell. In fact, brand names can be so strong and penetrating

that the very survival of middlemen rests on their efforts ability to sell a powerful branded

product.

5. Brand is a Means of Identification for Customers: Brand is the easiest way of identifying

product or service fiat a customer likes. For him, brand is value, quality, personality

prestige and image. A branded product is a distinct product in his eyes. Thus Philipsbulbs

are regardless of where they are brought. Again, branded products tend to have

improvement in quality over the years. It is naturally out of competition. Thus Asprotablet

of 1960 was quite different from micro fined of 1970s.

2.4 CHARACTERISTICS OR REQUISITIES OF A GOOD BRAND NAME

The following are the main features of a good brand name:

1. It must be Easy to Pronounce and Remember: For instance, "HOECHST" is difficult to

pronounce. On the other hand, "Murphy Baby and Click’ “are fine examples.

2. It should be Short and Sweet: the name should be short vet sweet. Appealing to eyes

ears, and brain.Mukund and Mukund, Pnama, D.C.M, Bombay Dyeing, Bata, Tata, etc are

such kind.

3. It should be point at Producer: The name or symbol should be given connotation of the

product, producer, etc. the best examples are NELCO, MICO, LT, AMUL,

B.T.DMDALetc.

4. Should be Legally Protectable: The brand name must lend them for legal protection. A

brand name, legally recognized, is known as trade mark. Normally, it depends on the will

and discretion of a producer, middlemen than on brand name.

5. It should be Original: The brand name selected must not be general but specific. It must

be such that it is not easily copied by others. Hardly does one find the use of brand"Philips"

by imitators. On the other hand, "Glucose" biscuits are different. There is difference in

"UpkaC and "Upchar"supari. But for a common man, it is more difficult to identify and

differentiate.

6. It should Reflect Product Dimensions: A good brand name is one which reflects directly

or indirectly some dimensions say product benefit, function. Results and so for instance

EZEE of “Godrej” company is really easy to use for better results; another brand GOOD-

NIGHT of a mosquito repellant pad implies the user says GOOD-NIGHT to mosquitoes as

he is going have good and sound sleep at least eight hours. PUMA brand shoes are the

symbol of speed as panther is shown.

2.5 BRAND LOYALTY

Brand loyalty is defined as positive feelings towards a brand and dedication to purchase

the same product or service repeatedly now and in the future from the same brand

regardless of a competitor's actions or changes in the environment. It can also be

demonstrated with other behaviors such as positive word of mouth advocacy. Brand loyalty

is where an individual buys product from the same manufacturer repeated rather than from

other suppliers. Business whose value rests in a large part on their brand loyalty are said to

use the loyalty business model.

DEFINITION

Brand loyalty, in marketing, consists of a customer's commitment to repurchase or continue

to use the brand. It can be demonstrated by repeated buying of a product service, or other

positive behaviors such as word of mouth advocacy this concept of a brand displays

imagery and symbolism for a product or range of products. Brand can have the power to

engage customers and make them feel emotionally attached Customer’s beliefs and

attitudes make up brand images, and these affects how they will brand they come into

contact with. Brand experience occur when customers shop or search for and customer

products. Holistic experiences such as sense, relation, acting and feeling occur when one

comes in to contact with brands. The stronger and more relational these senses are to the

individual; the more likely repeat purchase behavior will occur. After contact has been

made, psychological reasoning will occur, followed by a buy or not-buy decision. This can

result in repeat purchase behavior, thus incurring the beginning brand loyalty. Brand

loyalty is not limited to repeat purchase behavior, as there is deeper psychological

reasoning as to why an individual will continuously repurchase product from one brand.

Brand loyalty can be shortly defined as the "behavioral willingness" to consistently

maintain relations with a particular brand. In a survey of nearly 200 senior marketing

managers, 68 percent responded that they found the “loyalty" metric very useful. True

brand loyalty occurs when customers are willing to pay higher prices for a certain brand

and go out of their way for the brand, or think highly of it.

2.5.1 Benefits

Brand loyalty has shown to profit firms by saving them a lot of money. Benefits associated

with loyal customers include:

Acceptance of product extensions

Defense from competitors cutting of prices

Creating barriers to entry for firms looking to enter the market.

Competitive edge in market.

Customers willing to pay high prices.

Existing customers cost much less to serve.

Potential new customers.

2.5.2 Factors affecting customer preferences

Customer perception isn’t influenced by just one factor — it’s a result of everything your

brand says, does, and puts out into the world.

Whether it’s a new packaging design, a controversial social media post, or a special

holiday offer, absolutely everything your brand does affects customer perception.

Product Pricing

Imagine you’re comparing two bottles of wine. One costs $10, and the other costs

$500. Do you have a different perception of the two brands? Of course, you do

— product pricing is one of the largest factors affecting perceptions of your brand.

The effects of pricing on your reputation can vary, however, making it more of an

art than a science.

In some cases, high prices convey luxury, quality, and excellent customer

experience. In others, they might seem out-of-touch, snobby, and unrealistic.

On the other side of the coin, low prices might attract customers looking for a

bargain, or drive away customers worried about quality issues.

However you decide to price your products, remember that it has a huge influence

on how others see your brand.

Product Packaging

Product packaging has a big influence on how customers view your brand — so

much so that it can be considered a selling point in itself. Everything from colour,

design, text, eco-friendliness, and sturdiness will affect customer opinions.

Luxury products might be packaged in black and gold, while budget options will

stick to basic colours like black, white and red.

Packaging for expensive tech products will usually be sturdy and secure, to reflect

the quality of the product. Items aimed at environmentally-conscious customers

will be packaging in recycled materials, using colours like green and brown.

Packaging could be the first contact many customers have with your brand —

make sure you get it right.

Product Quality

Ever had to send a product back because the quality was so bad? How’s your

perception of that brand now? Chances are, not good.

Product quality has a massive effect on brand perception. It’s a no-brainer. The

quality of your products should match your pricing, branding, and the promises

you make about your product. That doesn’t mean that everything you sell has to

be the best quality in the world -it just has to meet customer expectations.

For a luxury brand, that might mean the best quality in the industry. For a budget

chain, it might be a product that works well but doesn’t have any fancy features.

Does your product quality accurately reflect your brand?

Brand Values and Ethics

Buying from a brand isn’t just about getting hold of something you need.

It’s also an emotional experience and one that should leave customers feeling good

about themselves.

Your brand values and ethics have a big role to play when it comes to customer

perception and how customers feel after buying from you.

If your company is known for fair treatment of workers, generous charity

donations, and a commitment to reducing pollution, customers should feel pretty

good about buying your products.

On the other hand, if you’re known for treating workers badly, overpriced

products, and damaging the environment, public perception of your brand will

suffer.

If you want to be successful, ethics should play a big part in your branding.

Brand History and Reputation

Have you ever suffered a brand scandal? Does your company have a less-than-

stellar history?

If you’ve had issues with your reputation in the past, it will take some work to

improve perceptions of your brand — but it’s not impossible.

It’s been shown that taking responsibility for what went wrong, communicating

honestly, and doing everything you can to correct problems goes a long way

towards fixing a damaged reputation.

If you’ve never suffered a scandal, don’t get too complacent.

Having a solid communications strategy in place makes sense for all brands, as

you never know when controversy may strike — especially in the age of social

media.

http://www.bbc.co.uk/news/business-37630983

CHAPTER III

REVIEW OF LITERATURE

3.1 Introduction

All literature, available must be surveyed and examined by the researcher before defines

research problem. It is desirable that researcher examines all available literature both

conceptual and empirical. The conceptual literature is one which deals with concepts and

theories. Empirical literature is that which contains studies made earlier and so it consists

of many facts and figures observed in the earlier study. A study of this literature Nevill is

enabling the researcher to know about the data and materials available for operational

purpose.

Review of literature shows the previous studies carried out by the researcher in this

field. Previous studies are reviewed in order to gain insight in to extent of research. Their

search problem can be more understood and made specific referring to theories, reports,

records, and other information made in similar studies. This will provide the researcher

with the knowledge on what lines the study should proceed and serves to narrow the

problem. The main objective of the study is to measure Brand Awareness of TNPL

products among the people and the reviews are as follows

Venkateshwarlu (2004) in his article entitled "Preference Portfolio of Rural Customers

towards Customers Electronics" put forwards that the age and education could explain the

variation in perception of preference of functions. The varimax rotation factor analysis

identified that the major determinant of rural customer preferences were land size,

education, and age of the respondents.

Mane Friese.MichaelaWiinke and Henningfilessner (2006) on their study “Implicit

Customer Preference and Their Influence on Product Choice" pointed out that the theories

in social psychology assume that people may have two different attitudes toward an object

at the same time one that is explicit and corresponds with deliberative behavior and one

that is implicit and corresponds with spontaneous behavior. The research presented in this

article tested this assumption in the customer domain with an experimental approach.

Participants whose explicit and implicit preferences regarding generic food products and

well-known food brands were incongruent were more likely to choose the implicitly

preferred brand over the explicitly preferred one when choices were made under time

pressure. The opposite was the case when they had ample time to make their choice. On

the basis of these results, the discussion stresses the importance of impulsive behavior and

implicit measures for research in the area of customer behavior.

Mishra (2007)18 the Indian market has seen vast changes in political, economic and social

environment which has a great impact on consumption. Singh (2007) 19 is of the view that

production oriented market has been shifting towards customer oriented market.

Traditional consumption pattern has also been facing large-scale changes.

AnnamalaiSolayappan, JothiJayakrishnan (2010) on their article "customer Preference

for Branded Computers with Special Reference to Post Graduate Students" noted that

purchase decision making is a complex amalgam of needs and desires. It is influenced by

factors such as customer's societal role, social and cultural environment, aspiration and

inhibitions. In this article, the researcher's tries to find out the customer's preference for

branded computers, exploratory research has been made with postgraduate students of

various disciplines in leading institutions in Chennai to find out the most important factors

influencing the purchase of branded computers. After the influencing factors are identified,

a self-structured questionnaire has been developed with 5 point scale. It was circulated to

the postgraduate students of Arts, Science, and Professional courses. Factor analysis and

ANOVA have been employed to establish the important influencing factors on the

purchase of branded computers and differences of opinion among the students. According

to this study, Quality, Specification, Configuration, Reasonable price, Credit, Service,

Experience person, Offers, Style, Guarantee. Warrantee and Product availability are the

inducing factors for the purchase of branded computers among post graduate students of

Chennai.

Sutra Devi and SathiyapriyaEswaran (2010) in their article entitled "Customer

Preference and Satisfaction towards Heath Drinks", highlight that the customer preference

and satisfaction towards a particular brand and the usage period of the particular brand. It

is found that the company has to adopt new strategies in order to sell the product more

economical package and better promotional strategies to maintain market constant.

Prof. R.C.S. Rajpurohit and Dr. M. L. Vasita (2011) on their study "customer Preference

and Satisfaction towards Various Mobile Phone Service Providers an Exploratory Study in

Jodhpur City, Rajasthan" conducted that on 250 mobile phone users of various mobile

phone service providers such as Vodafone, Airtel , BSNL, Reliance, Idea, Tata Indicom

and few other players. The results derived from the study indicate that the factor that

induces the customers to buy a particular mobile phone operator is call tariffs followed by

network coverage and brand image. The study also highlights that majority of respondents

are satisfied with the value added services offered by their mobile phone service providers.

The findings derived from the study will be helpful for mobile phone service providers in

deciding and implementing their sales strategy for the promotion of mobile phone services.

Ganapathi and Anbumalar (2011) in their article entitled “A study on the Preference of

Customer for Health Drinks, they point out that the factors influence the customer while

purchasing health drink and to know whether there is awareness among the general public

regarding the various brands of health drinks, and also try to find out the market share for

various health drinks which is an urban and rural area, to analyze the various reasons for

certain health drinks that holds major market share and the consumption behaviors of the

customers. They suggested to most of the customers are concerned with the quality of heath

drinks. Therefore, the manufacturer should take appropriate steps to develop the quality of

the various brands of health drinks.

AttiyaKanwal (2011) on his study "Customer preference of International brands over local

brands" aimed at determining customer preference of international brands instead if

national or local brands. Customer evaluates products based on information cues, which

are intrinsic and extrinsic. If a customer is satisfied with a product, he will buy it again,

become loyal and over time develop a relationship with the brand. There are various factors

which influence customer purchase decision. The price of a brand plays a fundamental role

in the customer's choice of brand. If a brand is priced too high then a customer will avoid

it. The price of a brand is an indication of the quality of the brand as well. The country of

origin of products is another cue used as a sign of quality of product. Products from

developed countries are perceived to be of better quality. Other factors include fashion,

family and friends, brand name, availability, advertising campaigns etc. The sample for

this research is taken from Islamabad and Rawalpindi.

Simple random sampling was the technique used and the sample size was 100. Data

collected for research was through a questionnaire, which was distributed among both

males and females of various age groups and income levels. Calculations were then

analyzed and interpreted using percentage of respondents and frequency distribution.

(Kanwal, Consumer preference pf international brands over local brands, 2011)

Determining customer preference of international brands instead if national or local brands.

Customer evaluates products based on information cues, which are intrinsic and extrinsic.

If a customer is satisfied with a product, he will buy it again, become loyal and over time

develop a relationship with the brand. There are various factors which influence customer

purchase decision. The price of a brand plays a fundamental role in the customer’s choice

of brand. If a brand is priced too high, then a customer will avoid it. The price of a brand

is an indication of the quality of the brand as well. The country of origin of products is

another cue used as a sign of quality of a product. Products from developed countries are

perceived to be of better quality. Other factors include fashion, family and friends, brand

name, availability, advertising campaigns etc. The sample for this research is taken from

Islamabad and Rawalpindi. Simple random sampling was the technique used and the

sample size was 100. Data collected for research was through a questionnaire, which was

distributed among both males and females of various age groups and income levels.

Calculations were then analyzed and interpreted using percentage of respondents and

frequency distribution. Customers are seen to give preference to international brands if

asked to choose between an international brand and a national brand. Customers regard

international brands to be of better quality, more durable and reliable. Furthermore, they

are more price and quality conscious and not very brand loyal. Local companies need to

emphasize on the quality of their products in advertisements and their advertisements need

to be more targeted and up-beat to attract the younger market segment.

(Vasita, 2011) on their study “Customer Preferences and Satisfaction towards Various

Mobile Phone Service Providers an Exploratory Study in Jodhpur City, Rajasthan”

conducted that on 250 mobile phone users of various mobile phone service providers such

as Vodafone, Airtel, BSNL, Reliance, Idea, Tata Indicom and few other players. The results

derived from the study indicate that the factor that induces the customers to buy a particular

mobile phone operator is call tariffs followed by network coverage and brand image. The

study also highlights that majority of respondents are satisfied with the value added

services offered by their mobile phone service providers. The findings derived from the

study will be helpful for mobile phone service providers in deciding and implementing

their sales strategy for the promotion of mobile phone services.

(Chopde,2011) in their study on “A Study of the Customer Preference of Private Labels

over National Labels in Apparel Segment of the Departmental Stores in Nagpur Region"

pointed out that as per FICCI Ernst & Young 2007 report, (taken from- The Marketing

White book 2009-10), the retail sector in India was worth $280 billion, out of which

organized retail worth $14 billion. In the beginning of 2010, contribution to private sector

in Garment segment to total turnover is 10% and it is expected to cross 20% by 2012. As

per the BMI India Retail Report, for the third-quarter of 2010, forecasts the total retail sales

will grow from US$ 353 billion in 2010 to US$ 543.2 billion by 2014. With the expanding

middle and upper class customer base and increase in disposable income, the scope of

organized retailing is widening in India store brands. It has also started capturing the market

share from national brands. Almost every retailer is coming out with their own brands,

trying to increase the number and the categories of private brands as their efforts are paying

off. The fight between national brands and Private labels is getting and tougher and

interesting. Store brands provide value for money to customers and higher margin to

retailers. The research paper highlights the past of national brand/private label competition.

It is a study to understand the category specific factors which affect the customer preference

for private labels versus National brands. This paper aims to investigate the customers’

brand preference for National versus private labels especially in Apparel segment. Where

ever possible manufacturers have to provide discounts and more margins to their major key

retailers by sales promotion targeting towards customers and retailers. Marketers of

national brands must start to partner with their profitable retailers by considering their

strengths. Innovate and focus strategy is needed in order to remain competitive.

Kanwal (2011) Buyer assesses items dependent on data prompts, which are inborn and

extraneous. In the event that a purchaser is happy with an item, he will get it once more,

wind up faithful and after some time build up an association with the brand. There are

different components which impact purchaser buy choice. The cost of a brand assumes a

key job in shopper's decision of brand. In the event that a brand is valued excessively high,

a purchaser will stay away from it. The cost of a brand means that the nature of the brand

too. The nation of inception of items is another prompt utilized as an indication of nature

of an item. Items from created nations are seen to be of better quality. Different variables

incorporate design, family and companions, mark name, accessibility, publicizing efforts

and so forth.

Bhattacharyya(2011) A brand has touched base in the market, is perfectly healthy or

basically pulling on. Essentially, ages of clients are made realized that a brand has still

stayed applicable in the changing setting of existence. Utilizing on the appeal of sound and

video, brands immerse our faculties and prevail with regards to turning into an inborn piece

of our lives in spite of the fact that promotions generally remain the sheet stay, brands

utilize other over the-line and underneath the-line strategies to pick up an edge or snatch

eyeballs. This has again pushed onto these brands or their tutors to take part in perfect or

green exercises that would revive their picture wholeheartedly. The examination

demonstrates that the factor that incites the buyers to purchase a specific cell phone

administrator is call duties pursued by system inclusion and brand picture. The

investigation additionally features that dominant part of respondents are happy with the

esteem included administrations offered by their cell phone specialist organizations. The

discoveries got from the investigation will be useful for cell phone specialist organizations

in choosing and actualizing their business methodology for the advancement of cell phone

administrations.

Shital & Vilas (2011) the examination is to comprehend the class explicit variables which

influence the shopper inclination for private names versus national brands. This paper

intends to examine the shoppers' image inclination for National versus private marks

particularly in Apparel section. Any place conceivable producers need to give limits and

more edges to their significant key retailers by deals advancement focusing towards clients

and retailers. Advertisers of national brands must begin to collaborate with their beneficial

retailers by thinking about their qualities. Advance and centre methodology is required so

as to stay aggressive.

D.Kamalaveni, S.Kalaiselvi, & Devi (2010) The need to comprehend the developing

markets and customers has turned into a major test for the corporate world particularly in

making and dealing with an amazing brand. By building up an incredible brand, corporate

can set up 'mark value' and the value helps firms in an assortment of approaches to oversee

rivalry and to keep up piece of the overall industry. Marking is a standout amongst the best

aggressive apparatuses and it is a testing undertaking for the advertiser to support a brand

into a solid, beneficial brands are broadly perceived as corporate resources however, have

been truly assessed dependent on non-budgetary properties like mindfulness,

acknowledgment and saw esteem.

Friese, Wänke, & Plessner (2011) The exploration introduced in this article tried this

presumption in the customer space with a trial approach. Members whose express and

certain inclinations with respect to nonexclusive nourishment items and surely understood

sustenance brands were incongruent were bound to pick the verifiably favored brand over

the unequivocally favored one when decisions were set aside a few minutes’ weight. The

inverse was the situation when they had abundant time to settle on their decision. Based on

these outcomes, the exchange focuses on the significance of rash conduct and understood

measures for research in the zone of purchaser conduct.

Levin (2005) It expressed that a multi-part study was regulated to survey how item

property assessments drive contrasts in on the web/disconnected shopping inclinations

between items, among purchasers, and between phases of the shopping background. Two

gatherings of members - an understudy test and an example from a national review board

- were solicited to rate their probability from shopping on the web or disconnected for every

one of a progression of items, both at the inquiry organize and at the buy arrange. They

were then solicited to rate the significance from properties that may have differential

significance for items like apparel and books, and to rate the degree to which they thought

each trait was conveyed better on the web or disconnected.

Ayanwale (2005) The investigation that the expansion of grouped brands of nourishment

drinks in the nation has prompted vicious rivalry for expanded piece of the pie being seen

among the administrators in the sustenance drink industry. At the point when rivalry is

sharp and the shoppers are looked with brand decision in the market, it ends up basic for

the producers to comprehend the main considerations that can pull in the consideration of

purchasers to his very own image. These then frame the reason for showcasing panning

and activity. The requirement for high inclination to promoting is in this way featured for

organizations that need to hold their market as well as find a way to expand their piece of

the overall industry.

Chernev (2011) It uncovered that the effect of alluring and ugly normal highlights on

customer inclinations. Expanding on the current research on corroborative data preparing

and the propelled thinking system, I suggest that shoppers assess normal highlights such

that underpins their officially settled inclinations. In a progression of three investigations,

I demonstrate that the effect of normal highlights is directed by their engaging quality and

the quality of people's as of now settled inclinations. With regards to a decision

undertaking, just alluring highlights were found to upgrade people's now settled

inclinations, and this impact was increasingly articulated for buyers with officially settled

brand inclinations contrasted with buyers who were apathetic regarding the alternatives.

The impact of appealing and ugly highlights was turned around with regards to a dismissal

as opposed to a determination undertaking.

Singh(2012)It is inspected that the drain quality, advantageous, accessibility, supply in

amount wanted, season, shading, freshness and method of installment which demonstrated

more elevated amounts of buyer fulfillment.

Rees (2004) It is revealed that sustenance was season, surface, appearance, publicizing, a

decrease in customary cooking, discontinuity of family implies and an expansion in 'eating'.

and so forth. Statistic and family unit job changes and the presentation of microwaves had

created changes in dietary patterns. Enthusiastic closeout of chilled and other arranged

sustenance’s was identified with the huge quantities of working spouses and single

individuals, who require esteem accommodation.

Ismail, Masood, & Mehmood (2012) It is clarified that the customer inclinations of

worldwide brands rather than neighborhood ones. It is likewise intended to discover the

purchasing personal conduct standards of youthful Pakistani customers Customer assesses

items dependent on data signs, which are natural and outward. Various elements influence

the customer buy choices. Clarified that the shopper inclinations of worldwide brands

rather than neighborhood ones. It is likewise intended to discover the purchasing standards

of conduct of youthful Pakistani shoppers Customer assesses items dependent on data

signs, which are inborn and outward. Various variables influence the buyer buy choices.

Abdullah & Hamali (2011) This examination called attention to that foodservice industry

the executives must place a high need on understanding the developing markets. This

quickly developing industry impacts the worldwide economy; in any case, it is

extraordinarily influenced by clients' regularly evolving inclinations. It is basic for

administrators to pick up and support vital favorable position in the profoundly aggressive

industry, anyway to end up and stay focused in this industry requires a neighborhood client

inclination evaluation. This paper exhibits the elements of client inclination in the

foodservice business, observationally tried for dependability and legitimacy utilizing both

exploratory and corroborative factor examination.

Suwannaporn & Linnemann (2010) This study is per capita rice consumption in many

Asian countries had decreased, but was consumed more in countries that did not eat rice.

The purpose of this study was to examine customers' preferences and attitudes towards

jasmine rice among customers in targeted rice exporting countries, in order to identify

strategic opportunities and implications.

Bonilla (2010) Factor investigation, bunch examination and a middle split procedure were

utilized to recognize showcase portions dependent on shopper inclinations, conduct, and

ways of life. Contrasts between the sections were examined. A restrictive rationale

demonstrates was utilized to apprise relative of significance and ability to-pay for the

diverse traits.

Vivekananthan (2010) It expressed that estimating the impact of Advertisement in

Customer Brand Preference is exceptionally fundamental for each advertiser. On the off

chance that the promotion does not make any positive change in buyers' image inclination,

every one of the assets, for example, cash, time and endeavors spent on an ad will go futile.

The greater part of the advertisers uses Advertisement as a device to draw in considerably

new clients and to hold the current clients.

Korgaonkar & Silverblatt (2009) The study results should be replicated in other markets.

Future studies may also include a variety of different types of online outlets to improve the

conclusiveness of the findings reported in this study. The results should be of interest to

the online retailers in choosing the types of merchandise and services to emphasis in the

retailers marketing program.

CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

4.1 Introduction

Data analysis is a process used to inspect, clean, transform and remodel data with a view

to reach to a certain conclusion for a given situation. It is a process for obtaining raw data

and converting it into information useful for decision making by users. In this study, data

is analyzed with the help of both descriptive and inferential statistical tools. Here

percentage analysis is selected from descriptive statistical tool for describing the data.

4.1.1 Descriptive statistical analysis

Descriptive statistical tools are those tools in which, these are used to describe the

characteristics of a single variable, like its frequency, percentages etc.

80 7

0 70 7

0

60

50

4

0

30

30 3

0

20

10

0 Male

Female

No.of Respondents

% of respondents

Table NO. 4.1

Gender Respondents

Gender No. of customers % of Respondents

Male 30 30%

Female 70 70%

Total 100 100%

(Source: primary data)

From the above graph we can interpret that majority of the respondents are female and

other are male.

Fig no: 4.1

Showing Gender Respondents

45 40

40

40

35

3

0

25 25 25

2

0

18 18

15 15 15

10

5 2 2

0

Less than 25

25-35

35-45

45-55

Above 55

No.of respondents

%of respondents

TABLE NO.4.2

Respondents age groups

Age groups No. of customers % of respondents

Less than 25 15 15%

25-35 25 25%

35-45 40 40%

45-55 18 18%

55 and above 2 2%

Total 100 100%


From the above graph we can interpret that majority of the respondents are age group of

35-45 from this we can say that large of buyers to KLF coconut oil are age group of 35-45

and 15% of visitors are age group less than 25.

Fig no: 4.2

Showing Respondents age groups

80 7

3 73

70

60

50

40

3

0

27

27

20

10

0 Married

Un Married

No .of Respondents

% of Respondents

TABLE NO. 4.3

Respondent’s marital status

Marital Status No. of customers % of customers

Married 73 73%

Un Married 27 27%

Total 100 100%


From the above graph we can interpret that 73% of the respondents are married and

reaming 27% respondents are unmarried as we conclude majority of customers are married

then unmarried.

Fig no: 4.3

Showing Respondent’s marital status

30 26 26

25 25

25 20 20 20 16 16

15

1

0

8 8

5 5 5

0

Less than10000 10000-20000 20000-30000 30000-40000 40000-50000 50000 and

above No. of respondents

% of respondents

TABLE NO. 4.4

Respondents Income Level per Month

Income per month No. of Respondents %of Respondents

Less than 10000 20 20%

10000-20000 26 26%

20000-30000 25 25%

30000-40000 16 16%

40000-50000 5 5%

50000 and above 8 8%

Total 100 100%


From the above graph we can interpret that majority of respondents belong to income level

of 10000-20000 per month & 20% belong to less than 10000. Hence we conclude the

company should focus on targeting customers belong to income level of less than 30000.

Fig no: 4.4

Showing Respondents Income Level per Month

Usage of coconut oil brand

60

52

50

40

30 Percentage 22

20 16

10 10

0

Table 4.5

showing respondents’ usage of coconut oil brand

Brand No. of respondents Percentage

KPL 52 52

KLF 22 22

Kera 16 16

Parachute 10 10

Total 100 100


Majority of the respondents are KPL customers. It is clear from the data that majority of

the customers in Irinjalakuda are buying KPL coconut oil.

Fig no: 4.5

Frequency of purchasing coconut oil

50

45

40

35

30

25

20

44

28

Percentage 17

15

10

5

0

11

Daily

Weekly

Monthly Once in 2 months

Table 4.6

showing the frequency of purchasing coconut oil

Period No. of respondents Percentage

Daily 11 11

Weekly 28 28

Monthly 44 44

Once in 2 months 17 17

Total 100 100


The table and Fig show the frequency of purchasing coconut oil by the respondents. Only

11% of respondents purchases coconut oil daily, 28% of respondents purchases weekly,

44% and 17% of respondents purchases coconut oil monthly and once in 2 months

respectively.

Fig no: 4.6

Regular usage of coconut oil

100 90

80

70

60

86

50

Percentag

e

40

30

20 14

10

0

Yes No

Table 4.7

showing respondents using coconut oil regularly

Opinion No. of respondents Percentage

Yes 86 86

No 14 14

Total 100 100


The table and figure show that 86% of respondents are using coconut oil regularly and 14%

respondents are not using coconut oil regularly.

Fig no: 4.7

Reason for using

4%

26% Availabilit

y

Low

price

Quality

48% offer

22%

Table 4.8

showing the reason for using KPL SHUDHI coconut oil

Factors No. of respondents Percentage

Availability 26 26

Low price 22 22

Quality 48 48

Offer 4 4

Total 100 100


The table and Fig show the reason for using coconut oil brands. 48% respondents use due

to quality of the brand. Other 26%, 22%, 4% are due to availability, low price, offers

respectively.)

Fig no: 4.8

Medium came to know about

6%

25%

Advertisment

Friends and relatives

52% Retailers

Social media

17%

Table 4.9

Showing through which medium the respondents came to know about KPL

SHUDHI coconut oil

Medium No. of respondents Percentage

Advertisements 52 52

Friends and relatives 17 17

Retailers 25 25

Social media 6 6

Total 100 100


The table and Fig show the medium respondents came to know about KPL SHUDHI

coconut oil. 52% of respondents came to know about KPL SHUDHI coconut oil through

advertisement. Others17%, 25% and 6% came to know about KPL SHUDHI coconut oil

through friends and relatives, retailers and social media respectively.

Fig no: 4.9

How long using the product

2% 10

%

36%

Less than 3 months

3 to 6 months 24% Upto 1 year

1 to 2 year

More than 2

years

28%

Table 4.10

showing how long respondents are using KPL SHUDHI coconut oil

Period No. of respondents Percentage

Less than 3 months 2 2

3 to 6 months 10 10

Up to 1 year 24 24

1 to 2 year 28 28

More than 2 years 36 36

Total 100 100


The table and Fig show how long respondents are using KPL SHUDHI coconut oil.36% of

respondents are using KPL SHUDHI coconut oil for more than 2 years, 28% of respondents

are using KPL SHUDHI coconut oil for 1 to2 years, others 24%, 10% and 2% are using

KPL SHUDHI coconut oil for up to 1 year, 3 to 6 months and less than 3 months.

Fig no: 4.10

Presence of celebrity in purchase decision

56

54 54

52

50

48 Percentage

46

44

42

Yes

No

Table 4.11

showing presence of celebrity in purchase decision of KPL SHUDHI

coconut oil


Yes 54 54

No 46 46

Total 100 100


The table and Fig shows presence of celebrity in the purchase decision of KPL SHUDHI

coconut oil. 54% of respondents have opinion that there is presence of celebrity in the

purchase decision of KPL SHUDHI coconut oil and other 46% have opinion that there is

no presence of celebrity in the purchase decision of KPL SHUDHI coconut oil.

Fig no. 4.11

46

Purpose of using coconut oil

4%2%

22%

Cooking

Hair care

Medical

purpose 72% Health

use

Table 4.12

showing purpose of using coconut oil

Purpose No. of respondents Percentage

Cooking 72 72

Hair care 22 22

Medical purpose 4 4

Health use 2 2

Total 100 100


The table and Fig show purpose of using coconut oil. 72% of respondents are using coconut

oil for cooking purpose, 22% of respondents are using coconut oil for hair care, others 4%

and 2% of respondents are using coconut oil for medical and health purposes respectively.

Fig no. 4.12

Quality of the product

45 40

40

35

30

25

20

15

Percentage

10

5

0

Excellent

Good

Average

Poor

Very poor

Table 4.13

showing quality of the KPL SHUDHI coconut oil


Excellent 28 28

Good 40 40

Average 27 27

Poor 4 4

Very poor 1 1

Total 100 100


The table and Fig show quality of the KPL SHUDHI coconut oil. 40% of respondents have

opinion that the quality of the KPL SHUDHI coconut oil is good, 28% of respondents have

opinion that the quality of the KPL SHUDHI coconut oil is excellent, others 27%, 4% and

1%of respondents have opinion that the quality of the KPL SHUDHI coconut oil is average,

poor and very poor respectively.

Fig no. 4.13

28 27

4

1

45

40

35

30

25

20

15

10

5

0

Statisfaction level on price

42

28

24

Percentage

4 2

Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied

Table 4.14

showing respondents satisfaction on the price of KPL SHUDHI coconut oil


Highly satisfied 28 28

Satisfied 42 42

Average 24 24

Dissatisfied 4 4

Highly dissatisfied 2 2

Total 100 100


The table and fig shows the respondent satisfaction on the price of KPL SUDHI coconut

oil. 42%of respondent satisfied on the price of KPL SUDHI coconut oil. 28% of respondent

highly satisfied on the price of KPL SUDHI coconut oil. 24% of respondent average

satisfied on the price of KPL SUDHI coconut oil. 4% of respondent dissatisfied on the

price of KPL SUDHI coconut oil. 2% of respondent highly dissatisfied on the price of KPL

SUDHI coconut oil

Fig no. 4.14

Statisfaction level on packing of the product

6% 11

% 21%

Highly satisfied

Satisfied

24% Averag

e 38%

Table 4.15

showing respondents satisfaction on the packing of KPL SHUDHI coconut oil



Satisfied 38 38

Average 24 24

Dissatisfied 11 11


Total 100 100


The table and Fig show that majority of respondents are satisfied with the price of KPL

SHUDHI coconut oil. 42% of respondents are satisfied with the price of KPL SHUDHI

coconut oil followed by 28% of respondents is highly satisfied with the price of KPL

SHUDHI coconut oil. 24%, 4%, 2% of respondents are average, dissatisfied, high

dissatisfied respectively with price of KPL SHUDHI coconut oil.

Fig no. 4.15

Most attractive feature

Quality

38%

42%

Price

Packin

g

14% 6%

Table 4.16

showing most attracted features of KPL SHUDHI coconut oil

Features No. of respondents Percentage

Quality 42 42

Price 6 6

Packing 14 14

Availability 38 38

Total 100 100


The table and Fig show the most attracted features of KPL SHUDHI coconut oil. 42% of

respondents have opinion that the most attracted features of KPL SHUDHI coconut oil is

quality, 6% of respondents have opinion that the most attracted features of KPL SHUDHI

coconut oil is price, others 14% and 38 % of respondents have opinion that the most

attracted features of KPL SHUDHI coconut oil is packing and availability respectively.

Fig no. 4.16

Awarness about VSIC technology

70

62

60

50

40 38

30 Percentag

e

20

10

0

Yes

No

Table 4.17

showing respondents awareness about VSIC technology that KPL

SHUDHI industries use


Yes 38 38

No 62 62

Total 100 100


The table and Fig show respondent’s awareness about VSIC technology that KPL SHUDHI

industries use. 38% of respondents are only having awareness about VSIC technology that

KPL SHUDHI industries use and 62% of respondents are not having awareness about VSIC

technology that KPL SHUDHI industries use.

Fig no. 4.17

Satisfaction level on availability of the product

60

49 50

40

31

30 Percentage

20 13

10 5 2

0

Highly satisfied

Satisfied

Average

Dissatisfied Highly dissatisfied

Table 4.18

showing satisfaction on the availability of KPL SHUDHI oil



Satisfied 31 31

Average 13 13

Dissatisfied 5 5


Total 100 100


The table and Fig show that majority of respondents are highly satisfied with the availability

of KPL SHUDHI coconut oil. 49% of respondents are highly satisfied with price of KPL

SHUDHI coconut oil followed by 31% of respondents is satisfied with the availability of

KPL SHUDHI coconut oil. 13%, 5%, 2% of respondents are average, dissatisfied, highly

dissatisfied respectively with the availability of KPL SHUDHI coconut oil.

Fig no. 4.18

Pack preferd

6%

32%

52%

Bottle pack

Bubble

Pack Refill

Pack Tin

Pack 10%

Table 4.19

showing the pack prefer by the respondents for KPL SHUDHI coconut oil

Pack No. of respondents Percentage

Bottle pack 52 52

Bubble Pack 10 10

Refill Pack 32 32

Tin Pack 6 6

Total 100 100


The table and Fig shows the pack prefer by the respondents for KPL SHUDHI coconut oil.

52% of respondents have prefer bottle pack for KPL SHUDHI coconut oil, 32% of

respondents have prefer refill pack for KPL SHUDHI coconut oil, others 10% and 6% of

respondents have prefer bubble pack and tin pack respectively for KPL SHUDHI coconut

oil.

Fig no. 4.19

Consumption of product in a single purchase

17%

32%

100 ML

500

ML 23%

1 L

More than 1

L

28%

Table 4.20

showing the consumption of respondents in a single purchase of KPL SHUDHI

coconut oil

Quantity No. of respondents Percentage

100 ML 17 17

500 ML 23 23

1 L 28 28

More than 1 L 32 32

Total 100 100


The table and Fig show the consumption of respondents in a single purchase of KFL

SHUDHI coconut oil. 17% of respondents have consume100 ML of KPL SHUDHI coconut

oil in a single purchase, 23% of respondents have consume500 ML of KPL SHUDHI

coconut oil in single purchase, and others28% and 17% of respondents have consume1 L

and more than 1 L respectively of KPL SHUDHI coconut oil in single purchase.

Fig no. 4.20

Features to be improved

25%

22%

Quality

Price

Advertisemen

t Packing 17% 36

%

Table 4.21

showing the features to be improved by KPL SHUDHI coconut oil

Features No. of respondents Percentage

Quality 22 22

Price 36 36

Advertisement 17 17

Packing 25 25

Total 100 100


The table and Fig show the features to be improved by KPL SHUDHI coconut oil. 22% of

respondents have opinion to improve the quality by KPL SHUDHI coconut oil, 36% of

respondents have opinion to improve the price by KPL SHUDHI coconut oil, others 17%

and 25% of respondents have opinion to improve the advertisement and packing

respectively by KPL SHUDHI coconut oil.

Fig no. 4.21

Refer to the other 80

69 70

60

50

40

Percentage

30

20

10

0

Yes

No

Table 4.22

showing respondents refer KPL SHUDHI coconut oil to others


Yes 69 69

No 31 31

Total 100 100


The table and figure show respondents refer KPL SHUDHI coconut oil to others.69% of

respondents refer KPL SHUDHI coconut oil to others and 31% respondents will not refer

KPL SHUDHI coconut oil to others.

Fig no. 4.22

31

Need for using the product

80 74

70

60

50

40 Percentage

30 26

20

10

0

Yes

No

Table 4.23

showing respondents need for using KPL SHUDHI coconut oil


Yes 74 74

No 26 26

Total 100 100


The table and figure show respondents need for using KPL SHUDHI coconut oil. 74% of

respondents need to use KPL SHUDHI coconut oil and 26% respondents are not needed to

use KPL SHUDHI coconut oil.

Fig no. 4.23

Loyalty towards the product

70 64

60

50

40 36

30 Percentag

e

20

10

0

Yes

No

Table 4.24

showing the respondents loyalty towards KPL SHUDHI coconut oil


Yes 64 64

No 36 36

Total 100 100


The table and figure show respondent’s loyalty towards KPL SHUDHI coconut oil. 64%

of respondents are having loyalty towards KPL SHUDHI coconut oil and 36% of

respondents are not having loyalty towards KPL SHUDHI coconut oil.

Fig no. 4.24

CHAPTER V

FINDINGS, SUGGESTIONS AND CONCLUSIONS

5.1 FINDINGS

Majority of respondents are presently using KPL SHUDHI coconut oil.

The quality of KPL SHUDHI oil is the main reason for purchasing by the respondents.

T.V advertisement is the major source of information for the respondents.

It has been found that respondents are using KPL SHUDHI coconut oil for more than 2

years.

The influence of celebrity plays major role in purchase decision of KPL SHUDHI

coconut oil for majority of respondents.

Majority of respondents are using coconut oil for cooking purpose.

The satisfaction level of respondents on the price of KPL SHUDHI coconut oil is above

average.

Most respondents are satisfied on the packing of KPL SHUDHI coconut oil.

The quality of KPL SHUDHI coconut oil is the most attractive feature to majority of

respondents.

Most respondents are not aware of VSIC technology that KPL SHUDHI industries use.

The satisfied level of most respondents on the availability of KPL SHUDHI coconut oil

is a very high.

Majority of respondents prefer bottle pack for KPL SHUDHI coconut oil.

Most of respondents consume more than 1 liter in single purchase of KPL SHUDHI

coconut oil.

Majority of respondents refer KPL SHUDHI coconut oil to others.

Most of respondents needed KPL SHUDHI coconut oil for various uses.

Majority of respondents are having loyalty towards KPL SHDHI coconut oil.

5.2 SUGGESTIONS

Company can use the most attractive styles of packing such as attractive color,

modern packing Materials, and quality products.

Customers always prefer quality products at reasonable price. So the company needs

to maintain their quality try to lowering their price.

Around 32% of the customers use this oil as hair oil. If the company produces

separate hair oil it helps to increase the level of profit. Because product

differentiation has the power to improving the profit status of the company.

Company is using VSIC technology for extraction and purification of coconut oil,

but most of the customers are not aware of this technology. If company can give

advertisement about this customer should more attracted about the product.

The company has a good brand image in the market, it can harness the benefit of

this by introducing more varieties of oil like sunflower oil, mustard oil, groundnut

oil, palm oil etc. should be introduced in the market.

5.3 CONCLUSION

The study examines customer preference towards KPL SHUDHI oil. It reveals that KPL

SHUDHI oil is rapidly increasing world widely. The survey questionnaire was prepared

and distributed among 100 respondents and received 100 responses. From the survey it is

assessed that majority of respondents are using KPL SHUDHI oil. The crucial identified

factors are quality, availability and packing of the KPL SHUDHI oil. The main barrier in

the process of KPL SHUDHI oil is the price issue. The quality of KPL SHUDHI oil is to

be improved to sustain in the market over the competitors. Customers are ready to

recommend this brand to other people because they know the quality of this brand.

BIBLIOGRAPHY

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Edition

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WEBSITES

www.KPLSHUDHI.com

www.wikipedia.com

www.scrbid.com

http://www.klfnirmal.com/

http://www.wikipedia.com/

http://www.scrbid.com/

ANNEXURE

5

QUESTIONNAIRE ON CUSTOMER PREFERENCE TOWARDS K.P.L

SHUDHI COCONUT OIL

Dear respondent, I’ m conducting a survey for my project on the topic “A Study on

customer Preference and perception towards KPL SHUDHI coconut oil”. This survey

consists of 24 questions and will take a few minutes to complete, I request you to co-

operate with me in the survey. Thank you

Name:

Gender: Male Female

Age: less than 25 25-35 35-45 45-5

More than 55

Marital status: Married Unmarried

Income per month:less than 10000 10000- 20000 20000-30000

30000-40000 40000-50000 Above 50000

1. what are the brands of coconut oil presently used?

KPL KLF Kera Parachute

2. How frequently do you purchase coconut oil?

Daily Weekly

Monthly Once in 2 months

3. Do you use coconut oil regularly?

Yes No

4. What is the reasons for using this brand?

Availability Lower price Quality Offer

5. How did you come to know about KPL SHUDHI coconut oil?

Advertisement Friends and relative Retailers Social media

6. How long have been using KPL SHUDHI coconut oil?

Less than 3 months 1-2 years up to 1 year

1 to 2 years More than 2 years

7. Does thepresence of celebrity in an advertisement influence your decision?

Yes No

8. What is the purpose of using coconut oil?

Cooking purpose Hair care Medical purpose Health use

9. How will you rate the quality of KPL SHUDHI oil?

Excellent Good Average Poor Very poor

10. How satisfied on the price of KPL SHUDHI coconut oil?

Highly satisfied Satisfied Average


11. How satisfied on the packing of KPL SHUDHI coconut oil?



No

12. What are attractive features of KPL SHUDHI coconut oil?

Quality Price Packing Availability

13. Do you have awareness about VSIC technology?

Yes No

14. How satisfied on the availability of KPL SHUDHI coconut oil?



15. What pack of KPL SHUDHI coconut oil do you prefer?

Bottle pack Bubble pack Refill Pack Tin Pack

16. How much quantity of KPL SHUDHI coconut oil is consumed in a single

purchase?

100 ML 500 ML 1L More than 1 L

17. What are the features to be improved by KPL SHUDHI coconut oil?

Quality Price Advertisement Packing

18. Will you refer KPL SHUDHI coconut oil to others?

Yes No

19. Is there need of using KPL SHUDHI coconut oil?

Yes No

20. Are you loyal to KPL SHUDHI coconut oil?

Yes

Thank you

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