SUMMER TRAINING REPORT

ON

“COMPETITIVE ANALYSIS OF ADANI WILMAR”

Towards partial fulfillment of
Master of Business Administration (MBA)

Under Guidance of: Submitted by:

AZZHARUDDIN Md. Ashwani

(Associate Professor) Roll No. 16829700

IILM Academy of Higher

Learning, Lucknow
(Affiliated to Dr. A P J Abdul Kalam Technical University, Lucknow)

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 DECLARATION

I hereby declare that the project report entitles: - “COMPETITIVE

ANALYSIS OF ADANI WILMAR” is the produce of my sincere effort.

This Summer Internship Project Report is being submitted by me at “IILM

Academy of Higher Learning, Lucknow” for the Partial fulfillment of the

course M.B.A. and the report has not been submitted to any other

educational institution for any other course.

Ashwani

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 ACKNOWLEDGEMENT

It’s a great privilege that I have done my project in such a well-organized

and diversified organization. I am great full to all those who helped and

supported me in completing the project.

First of all I would sincerely like to thank AZZHARUDDIN Md., for his

valuable guidance and kind co-operation during the project.

Last but not least, I am also thankful to my parents, all college staff and my

friends for helping me directly or indirectly in my project

(Ashwani)

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 PREFACE

The Summer Training project program is the integral part of MBA

curriculum during the course of management; the research is expected to use

and apply their academic knowledge and gain a valuable insight into

corporate culture with all its environment operational complexities.

The summer training program offers a valuable opportunity to the student to

meet their academic knowledge to the real world situation. I have

undertaken commercial department to study about the various activities

“COMPETITIVE ANALYSIS OF ADANI WILMAR”

In this report I have put my finest efforts to compile the data with utmost

accuracy and hope this report will give complete satisfaction regarding the

various aspects of Marketing.

(Ashwani)

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 TABLE OF CONTENT

Acknowledgement

Preface

Executive summary

Sr. Topic Page no.

1. Introduction & Review of literature

2. Company profile

3. Objective of the study

4. Research methodology

5. Problems and limitations

6. Data analysis and interpretations

7. Finding

8. Suggestions

9. Conclusions

10. Bibliography

11. Annexure

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 CHAPTER-1

INTRODUCTION

Page 6
 INTRODUCTION

CONSUMER BEHAVIOR
Consumer behavior is the study of when, why, how, and where people do or do

not buy a product. It blends elements from psychology, sociology, social

anthropology and economics. It attempts to understand the buyer decision

making process, both individually and in groups. It studies characteristics of

individual consumers such as demographics and behavioral variables in an

attempt to understand people's wants. It also tries to assess influences on the

consumer from groups such as family, friends, reference groups, and society in

general.

The aim of the project is to study the behavior of consumers or buying decision

involved in purchasing Fortune oil.

FORTUNE OIL
Cooking oil is purified fat of plant origin, which is usually liquid at room

temperature (saturated oils such as coconut and palm are more solid at room

temperature than other oils).

Some of the many different kinds of edible vegetable oils include: olive oil, palm

oil, soybean oil, canola oil, pumpkin seed oil, corn oil, sunflower oil, safflower oil,

peanut oil, grape seed oil, sesame oil, argan oil and rice bran oil. Many other

kinds of vegetable oils are also used for cooking.

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Page 8
All marketing starts with the consumer. So consumer is a very important person

to a marketer. Consumer decides what to purchase, for whom to purchase, why

to purchase, from where to purchase, and how much to purchase. In order to

become a successful marketer, he must know the liking or disliking of the

customers. He must also know the time and the quantity of goods and services, a

consumer may purchase, so that he may store the goods or provide the services

according to the likings of the consumers. Gone are the days when the concept

of market was let the buyer’s beware or when the market was mainly the seller’s

market. Now the whole concept of consumer’s sovereignty prevails. The

manufacturers produce and the sellers sell whatever the consumer likes. In this

sense, “consumer is the supreme in the market”.

As consumers, we play a very vital role in the health of the economy local,

national or international. The decision we make concerning our consumption

behavior affect the demand for the basic raw materials, for the transportation, for

the banking, for the production; they effect the employment of workers and

deployment of resources and success of some industries and failures of others.

Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularly

economics. It assumes a real or imagined "choice" between alternatives and the

possibility of rank ordering of these alternatives, based on happiness,

satisfaction, gratification, enjoyment, utility they provide. More generally, it can be

seen as a source of motivation. In cognitive sciences, individual preferences

enable choice of objectives/goals.

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Consumer preferences is used primarily to mean to select an option that has the

greatest anticipated value among a number of options by the consumer in order

to satisfy his/her needs or desires. Preferences indicate choices among neutral

or more valued options available. The preference of the consumer is the result of

their behavior they show during searching, purchasing and disposing the

products.

Consumers normally implement preferences when they go for comparing

different alternatives and choices. Preference based on scientific evaluation is

always a reasonable one. Real-life marketing primarily revolves around the

application of a great deal of common-sense dealing with a limited number of

factors, in an environment of flawed information and limited resources

complicated by vagueness. Use of traditional marketing techniques, in these

circumstances, is inevitably partial and unequal. Now a day the role of marketing

has becoming an essential part for any product. Marketing plays the pivotal role

after establishing target specifications, concept generation, and concept

selection through concept screening matrix and concept scoring matrix, and

finally testing of concept selection. Marketing has been comprehensively

classified into two categories such as product selling and concept selling. The

marketing of any product might be reached only because of concept selling. The

role of the concept selling is to sell the concept to the customers after getting

their feedbacks through face to face interactions, Electronic mails, panel

discussions, interaction with extreme users, end users, lead users, written survey

and word of mouth advertising. Above described methods might be congruous

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and helpful for concept generation too. It will help the marketers to market the

product more gullible, notable and plausible.

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Overview of Fortune oil

Fortune oil in the pulses, Fortune oil order, 1977 by ministry of food says Fortune

oil means any oil used directly or after processing for human consumption and

include hydrogenated vegetable oil.

Indian vegetable oil economy is the 4th largest in the world after USA, china and

Brazil. Being the largest importer and 3rd largest consumer of Fortune oil, India

is a major player in the international Fortune oil markets. Each year India

consumes over 10 million tones of Fortune oil. However the per capita

consumption of Fortune oil is around 10.4 kg per year. This is considerably lower

than most developed countries. Palm oil & soyabean oil account for almost half

of the total Fortune oil consumption in India followed by mustard & groundnut oil.

• India - one of world’s leading producers of oil seeds (9.3 %) and oil

• Technology Mission on oilseeds set up in 1996

• Oilseeds have support price mechanisms

• India - second largest importer of Fortune oils (2 million MT)

• Vanaspati - a substitute for ghee, formed by hydrogenation of crude

vegetable oil.

• Free pricing in vanaspati since 1989; delicensed in 1992

• Oil season - November to October.

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Characteristics

• Oils : primarily a commodity market :- price sensitive.

• Effective distribution chain :- through a complex network of C & F agents,

wholesalers / stockists and retailers (kirana shops, supermarkets).

• Oil sold in bulk (tin, HDPE containers) to institutions; in retail packs (PET

bottles, cans, jars, pouches) to small customers.

• Seasonal demand for oils & vanaspati :- September to November (peak

season).

• Regulation :- Under the Fortune oils Packaging (Regulation) Order, 1998,

Fortune oils cannot be sold loose’ but can be sold only in `packed’ form.

• Oil consumption :- North is largest market, followed by South, West &

East zones.

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Importance of Fortune oils in the Country’s Economy

Oilseeds and Fortune oils are two of the most sensitive essential commodities.

India is one of the largest producers of oilseeds in the world and this sector

occupies an important position in the agricultural economy and accounting for

the estimated production of 28.21 million tones of nine cultivated oilseeds during

the year 2007-08. India contributes about 6-7% of the world oilseeds production.

Export of oil meals, oilseeds and minor oils has increased from 5.06 million

Tones in the financial year 2005-06 to 7.3 million tons in the financial year

2006-07. In terms of value, realization has gone up from Rs. 5514 crores to

Rs.7997 crores. India accounted for about 6.4% of world oil meal export.

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Types of Fortune oils commonly in use in India

India is fortunate in having a wide range of oilseeds crops grown in its different

agro climatic zones. Groundnut, mustard/rapeseed, sesame, safflower, linseed,

nigerseed/castor are the major traditionally cultivated oilseeds. Soyabean and

sunflower have also assumed importance in recent years. Coconut is most

important amongst the plantation crops. Efforts are being made to grow oil palm

in Andhra Pradesh, Karnataka, Tamil Nadu in addition to Kerala and Andaman &

Nicobar Islands. Among the non-conventional oils, ricebran oil and cottonseed oil

are the most important. In addition, oilseeds of tree and forest origin, which grow

mostly in tribal inhabited areas, are also a significant source of oils.

There is a large variety of Fortune oil in India. Most of oil are used for cooking

and also for salad dressing, condiments etc. The major Fortune oil in India like:

Sunflowers

Rapeseed

Sesame Seed

Cotton Seed

Groundnut

Soya bean

Coconut.

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 Literature Review

Brian Thomas (2002) has mentioned that brand awareness plays an important

role in consumer preferences .Mohanty and Bhasker (2005) have proposed a

different methodology to the consumers based on the decision support tool for

the internet shopping. This tool generally comprises of multiple number of

attributes of the products which are generally conflicting, ambiguous and non-

commensurable in nature. They have mentioned in the following example, the

data such as mileage, comfort, maintenance cost, re sale value and cost seems

to be imprecise in nature. Here fuzzy logic has been used to solve the complex

issue.Arjun Chowdhri (2006) has remarked that brand commitment is an

important determinant in buying behavior for consumers.

David B. Eastwood et al(1987)have examined the consumer behavior based on

the purchase regularity, satisfaction, origin and willingness to pay for selected

local versus non-Tennessee grown fresh produce.

Ali Nasr Esfahair(2012) has analyzed the psychological factors on consumer’s

buying behavior. Soren W. Scholzet al(2010) have stimulated and expanded on

the substantial discussion on the preference measurement for complex attributes

products which are imprecise in nature and vague to predict which is suitable

and where to use which is based on paired comparison-based preference

measurement. To perceive and predict the decision, preference measurement

approaches are needed that accommodate large number of attributes without

overburdening the respondents. This study provides empirical support for the

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predictive validity and managerial usefulness of PCPM in understanding

preferences for complex products.

Rachel Dardis and HoracioSoberon-Ferrer(1994) have investigated the rapport

between automobile attributes and household characteristics to consumer

preferences for cars. The analysis was confined to households that purchased

new cars in 1986 and employed two-stage profit analysis. Results indicated that

the coefficients of five automobile quality attributes were statistically significant

while the coefficients of most household characteristics were not significant.

Households were interested in more fuel efficient and heavier cars as well as

cars with lower depreciation rates and a lower frequency of repair are more likely

to buy Japanese than non-Japanese cars.

Gary A. Knight (1984) has compared the consumer preferences for goods made

abroad and made in the home country by both home country and foreign firms.

Indeed he has suggested that the country of manufacture and product quality

strongly influence consumer decision making in globally available product

categories.

Timothy J. Ross(2010) has given the concepts of fuzzification and defuzzification

to identify the key issues in the perfect way by giving the due weightage to the

parameters.

VenkatoRao R (2007) has demonstrated the details of graph theory and the

matrix approach as decision making method in the manufacturing environment.

The linguistic terms with their corresponding crisp scores were given. Instead of

assigning arbitrary values for various attributes, this fuzzy method reflects the

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exact linguistic descriptions in terms of crisp scores. Hence, it gave better

approximation of linguistic descriptions that were widely used.

Zeenat Ismail et al(2012) have compared a preferred solution between global

brand and local brand. It was designed to find out the buying behavior patterns. It

was suggested that consumer might evaluates products based on information

uses which were extrinsic and intrinsic. The results revealed that most important

factors that influence a consumer’s final decision are the price and quality of the

product.

Every human being is a consumer of different produces. If there is no consumer,

there is no business. Therefore, consumer satisfaction is very important to every

business person. The consumer satisfaction after purchase depends on the

product performance in relation to his/her expectations. Philip Kotler (2008)

observed that satisfaction is a person's feelings of pressure or disappointment

resulting from product's perceived performance (outcome) in relation to his or her

expectations. Consumer satisfaction is the level of a person's felt state resulting

from comparing a product's perceived performance (outcome) in relation to the

person's expectations. This satisfaction level is a function of difference between

perceived performance and expectations. If the product's performance exceeds

expectation, the customer is highly satisfied or delighted. If the performance

matches the expectations, the customer is satisfied. If the products performance

falls short of expectations, the customer is dissatisfied.

Consumer satisfaction or dissatisfaction is the feeling derived by the consumer

when he compares the service‟s actual performance with the performance that

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he expects out of it. Consumers make their expectations from the service quality,

service, delivery, communications, past experiences and references.These all

are to be judged correctly by the management so that their perceptions match

with consumer expectations. If any of these factors are wrongly interpreted then

the expected level of consumer satisfaction cannot be reached.

Customer satisfaction, as a construct, has been fundamental to marketing for

over three decades. As early as 1960, Keith (1960) defined marketing as

“satisfying the needs and desires of the consumer”. Hunt (1982) reported that by

the 1970s, interest in customer satisfaction had increase to such an extent that

over 500 studies were published. This trend continued and by 1992, Peterson

and Wilson estimated the amount of academic and trade articles on customer

satisfaction to be over 15,000.

Several studies have shown that it costs about five times to gain a new customer

as it does to keep an existing customer (Naumann, 1995) and this results into

more interest in customer relationships. Thus, several companies are adopting

customer satisfaction as their operational goal with a carefully designed

framework. Hill and Alexander (2000) wrote in their book that “companies now

have big investment in database marketing, relationship management and

customer planning to move closer to their customers”. Jones and Sasser (1995)

wrote that “achieving customer satisfaction is the main goal for most service firms

today”.

Parker and Mathew (2001) expressed that there are two basic definitional

approaches of the concept of customer satisfaction. The first approach defines

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satisfaction as a process and the second approach defines satisfaction as an

outcome of a consumption experience. These two approaches are

complementary, as often one depends on the other.

Customer satisfaction as a process is defined as an evaluation between what

was received and what was expected (Oliver, 1977, 1981; Olson and Dover,

1979; Tse and Wilton, 1988), emphasizing the perceptual, evaluative and

psychological processes that contribute to customer satisfaction (Vavra, 1997, p.

4).

Olshavsky and Miller (1972); and Olson and Dover (1979) developed the

assimilation theory, which means that perceived quality is directly increasing with

expectations. Assimilation effects occur when the difference between

expectations and quality is too small to be perceived.

Anderson (1973) further developed this theory into assimilation-contrast theory,

which means if the discrepancy is too large to be assimilated then the contrast

effects occur. The assimilation-contrast effects occur when the difference

between expectations and quality is too large to be perceived and this difference

is exaggerated by consumers.

According to Parker and Mathews (2001), the most popular descendant of the

discrepancy theories is the expectation disconfirmation theory (Oliver, 1977,

1981), which stated that the result of customers’ perceptions of the difference

between their perceptions of performance and their expectations of performance.

Positive disconfirmation leads to increased satisfaction, with negative

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disconfirmation having the opposite effect. Yi (1990) expressed that customers

buy products or services with pre-purchase expectations about anticipated

performance, once the bought product or service has been used, outcomes are

compared against expectations. If the outcome matches expectations, the result

is confirmation. When there are differences between expectations and outcomes,

disconfirmation occurs. Positive disconfirmation occurs when product or service

performance exceeds expectations. Therefore, satisfaction is caused by positive

disconfirmation or confirmation of customer expectations, and dissatisfaction is

the negative disconfirmation of customer expectations (Yi, 1990).

Westbrook and Reilly (1983) proposed the value-percept theory, which defines

satisfaction as an emotional response caused by a cognitive-evaluative process,

which is the comparison of the product or service to one's values rather than an

expectation. So, satisfaction is a discrepancy between the observed and the

desired.

Fisk and Young (1985); Swan and Oliver (1985) proposed the equity theory,

which stated that individuals compare their input and output ratios with those of

others and feel equitable treated. Equity judgement is based on two steps; first,

the customer compares the outcome to the input and secondly, performs a

relative comparison of the outcome to the other party.

Pizam and Ellis (1999) reported that there are two additional distinct theories of

customer satisfaction apart from the seven aforementioned ones and these

include:

1. Comparison-level

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2. Generalized negativity; and

The outcome approach of the customer satisfaction is defined as the end-state

satisfaction resulting from the experience of consumption. This post-

consumption state can be an outcome that occurs without comparing

expectations (Oliver, 1996); or may be a cognitive state of reward, an emotional

response that may occur as the result of comparing expected and actual

performance or a comparison of rewards and costs to the anticipated

consequences (Vavra, 1997, p. 4).

Furthermore, Parker and Mathews (2001) expressed that attention has been

focused on the nature of satisfaction of the outcome approach which include:

1. Emotion - Satisfaction is viewed as the surprise element of product or service

purchase and or consumption experiences (Oliver, 1981), or is an affective

response to a specific consumption experience (Westbrook and Reilly, 1983).

This acknowledges the input of comparative cognitive processes but goes further

by stating that these may be just one of the determinants of the affective “state”

satisfaction (Park and Mathews, 2001).

2. Fulfillment –The theories of motivation state that people are driven by the

desire to satisfy their needs (Maslow, 1943) or by their behaviour aimed at

achieving the relevant goals (Vroom, 1964). However, satisfaction can be either

way viewed as the end-point in the motivational process. Thus “consumer

satisfaction can be seen as the consumer's fulfillment response” (Rust and

Oliver, 1994, p. 4).

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3. State – Oliver (1989) expressed that there are four framework of satisfaction,

which relates to reinforcement and arousal. “Satisfaction-as-pleasure” results

from positive reinforcement, where the product or service is adding to an aroused

resting state, and “satisfaction-as-relief” results from negative reinforcement .In

relation to arousal, low arousal fulfillment is defined as “satisfaction-as

contentment”, a result of the product or service performing adequately in an

ongoing passive sense

For this study, customer satisfaction definition used is that of Homburg and

Bruhn (1998) which is “an experience-based assessment made by the customer

of how far his own expectations about the individual characteristics or the overall

functionality of the services obtained from the provider have been fulfilled”.

The relevance of this definition to this study is that it indicates that customers

assess the mobile services based on experience of use and the rating is done in

accordance with the mobile services attributes. In this study, customer

satisfaction with the Nigerian mobile services will be evaluated based on

customers experience of network quality, billing, validity period and customer

care support.

The Global System of Mobile Communications (GSM) is a second-generation

digital technology, which was originally developed in Europe and in less than ten

years after the commercial launch, it developed into world’s leading and fastest

growing mobile standard (GSM Assoc., 2006). Lonergan et al. (2004) reported

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that at the beginning of 2004, there were over 1.3 billion mobile phone users

worldwide and by 2007, the demand for mobile services would have grown at an

average annual rate of 9.1%. The GSM Association estimates that the GSM

technology is used by more than one in five people of the world's population,

representing approximately 77% of the world’s cellular market and is estimated to

account for 73% of the world’s digital market and 72% of the world’s wireless

market (GSM Assoc., 2006). This growth principally results from the

establishment of new networks in developing countries rather than from an

increase in mobile access lines in developed countries (Serenko and Turel,

2006). African countries are actively involved in the establishment of the mobile

services and specifically, Nigeria is the focus of this study.

Gerpott et al. (2001) wrote that since 1990s, the telecommunications sector has

become an important key in the development of the economy of developed

countries. This results from the saturated markets, de-regulation of

telecommunications industry (removal of monopoly rights, especially enjoyed by

state-owned telecoms networks), increasing number of mobile service providers,

enormous technical development and intense market competition. Szyperski &

Loebbecke (1999) wrote that this increasing economic importance and benefits

of telecommunications firms motivated many management scholars (especially

marketing experts) to devote attention to this sector. Wilfert (1999);

Customer care is reported to be negatively related to customer satisfaction,

which means that a more satisfied customer is less prone to complain. Hence,

they concluded that customer satisfaction is the only single measure that better

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capture the range of services, prices and quality and moreso, this measure is an

important performance indicator useful for both regulators and mobile service

providers. In summary, these studies support the theory that highly satisfied

customers stay longer, buy more, less sensitive to price increases from their

providers or price decreases from competitors.

Nigeria, a developing country, in 1992 introduced its first mobile phone services,

through the joint venture between NITEL and DSL of Canada to form Mobile

Telecommunications Service (MTS), (Ndukwe, 2005, pp 26). In January 2001,

the regulatory body NCC, modernised and expanded the mobile

telecommunications network and services by granting GSM license to three

service providers; MTN Nigeria, Econet Wireless (now Vmobile), and the first

national carrier, NITEL (initially MTS, privatised to form Mtel). In 2002, the

second national carrier, Globacom was also granted license to commence

operation. Since the launch of the GSM, the number of subscribers in Nigeria has

greatly increased. Ndukwe (2005, pp 37-38, 40) reported that between 1998 and

2000, the number of mobile lines was 35,000 but grew to over 11 million as of

March 2005, with a growth rate of more than a million lines annually since 2002.

This translated to an increase from the total density of 0.4 lines per 100

inhabitants in 1998 to 9.47 lines per 100 inhabitants currently. Additionally, this

sector has attracted an investment of over US $8 billion and has greatly

increased the number of employed people directly (those working with the GSM

companies) or indirectly (this includes various levels of dealerships, cell phone

vendors, repair shops, suppliers of accessories, fixed and mobile call shops and

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street recharge card hawkers) (Hoff, 2006). The number of the employed people

is reported to be over 300,000 Nigerians in 2005 (Ndukwe, 2005). Other benefits

include easy, affordable and quick access to phone by different categories of the

population, reduced frequency of travelling, etc (Adomi, 2003), and all these

benefits contribute to the socio- economic development of the country.

Based on the annual growth rate of the subscribers, and increasing teledensity,

Nigeria is one of the fastest growing telecoms market in Africa (Hoff, 2006).

Additionally, the population count of over 130 million people and GDP per capita

and PPP valuation of US $1,776 (estimated in 2005) (OECD, 2006) presents a

massive growth potential for the mobile telecoms sector and the customer base

is estimated to reach 23 million subscribers in 2007 and 32 million subscribers in

2009 (Hoff, 2006). This anticipated increase in the customer base will translate

into better social and economic development, resulting from more financial

investments from the service operators.

Despite the economic and social benefits of the mobile telecommunications to

Nigerian economy and market, unlike the developed countries, there is no

marketing or management research attention to this sector. However, it is

probable that the mobile operators conduct satisfaction surveys and other

marketing research but contact with the mobile operators for any useful

information yielded no response 1. This limitation affected this study in that there

are currently no literature materials on customer satisfaction of the Nigerian

mobile telecoms industry to consult. The majority of literature available (few in

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number) focuses on the study of the impact and development of the

telecommunications, mobile telephony, communications, etc.

This lack of adequate research in the mobile telecoms sector may prevent it from

acquiring knowledge useful for development.

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 CHAPTER-2

COMPANY PROFILE

Page 28
 Company Profile

 General Information

Name of Company

Adani Wilmar Limited

Address

Logo of company

Founded :1988

Key Person:

Mr.Pranav Adani Mr. Atul Chturvedi

MD CEO

Page 29
  Company History

A decade ago, a partnership between the Adani Group and the Wilmar Corporation
was born and it was one that was soon to change the face of the Fortune oil business
in the country.

Adani Wilmar Limited is a 50:50 joint venture between two recognized

Multinational Corporations – the US$7 Billion Adani Group, the leader in International
trading, Power Sector and Private infrastructure, and Wilmar International Limited,
Singapore, Asia’s leading Agri business group with revenues exceeding US$ 44.7
Billion.

Adani Wilmar Ltd.'s flagship brand Fortune has been repositioned with a new
mantra of 'Joy of Eating'. The objective of this exercise is to craft a unique value
proposition for the brand. Fortune, which has maintained its market leadership for last 7
years, hope to further strengthen its market share with this re-positioning.

To cater to the burgeoning middleclass, core of Indian consumer market, AWL

introduces King's range of refined oils. It will have under its portfolio, Soya. Coming
from the house of Adani Wilmar, coupled with the planned 360 degree Marketing
Support, King's is set to be the king of its own turf.

AWL also has as part of its Fortune oil portfolio, Bullet brand mustard oils and a
Refined Palmolein Oil under the brand name of Raag Gold, a premium vanaspati brand
called Raag, special frying oil called Fryola and Speciality Fats range under brands like
Jubilee Masterchef, Aadhaar Bakewell, Alpha Cookwell & A-Kote.

Competing with established home-grown players and aggressive Multinational

Corporations, Adani Wilmar Limited had a mammoth task ahead of it. Trying to stake a
claim in one of the largest oil markets in the world would prove to be a difficult feat for
any new entrant, but, right off the bat, AWL rose to the challenge. The brand “Fortune”
came into being in the year 2000, thus marking AWL’s foray into the branded packaged
Fortune oil business. And, within merely 20 months of its launch, Fortune rose to become
India’s largest selling Fortune oil brand, bearing that torch right up to this day.

With the rapidly changing market scenario and economy, AWL continues to grow
and transform into a significant player in the industry, evolving with the times. It is now

Page 30
one of India’s leading Fortune oil companies, and the future for all of its brands looks
very bright indeed.y

 Mission & Vission

At AWL, we have a strong value system in place to ensure that our organization
remains a preferred employer to work for, and also a reputed one in the market.

 Delight of Customers & Stake holders

 Trustworthiness
 Responsibility & Responsiveness
 Reactivity
 Team spirit
 Innovativeness & Creativeness
 Empowerment

Page 31
  Awards and Achievements:

Master Brand Award in the Consumer Category for the year 12'-13'

Superbrands Award in Consumer Category for the year 09'-10'

Fortune has become one of the largest selling Fortune oil brands in India

Fortune brand has been voted as the winner of Reader's Digest Trust Brand
Award 06', 07', 08' & 09' under the gold category.

Mantralayam refinery was presented the Award for Second Highest Processor of
Sunflower Seed Oilcake for the year 05'-06' & 06'-07' by SEA

Fortune was awarded the Globeoil Award 2006 for the Fastest Growing Fortune oil
Brand

According to a survey conducted by Business World in 2005, AWL was one of the
top three Food Processing Companies in India

Page 32
 Organizational Structure:

Page 33
 Types of Products

Page 34
PRODUCTION
DEPARTMENT

Page 35
  INTRODUCTION:

Vegetable oil and fat resources are indispensable to mankind as a source of nutrient
and Industria l raw materials. Crude vegetable oil obtained from various oil milling units
is further refined before use for edible purposes. Refined Fortune oil is a process where
free fattacids are volatized, condensed and recovered simultaneously with vacuum de-
colouring operation.

Sometimes, refining process is limited to simple physical treatment such as

heating and filtering in regard to refining of superior quality of crude oil. Generally the
cake in the oil is
separated by centrifuge, decolouring by active clay and steam deodorization at high
temperature in vacuum up to 5 mm. Hg. This is not a location specific project and can be
set
up at a place where crude oil is easily available. The preferred locations can be Gujarat,
AP,
Maharashtra and so on.

Page 36
  MANUFACTURING PROCESS

Special pre-treatment steps which are essentially a combination of de-gumming and

blending
under special operating conditions, eliminate all impurities and render oil fit to be
processed at elevated temperature under vacuum. Various steps involved in refining are

(I) Super cleaning

(2) Contobleaching and
(3) De-acidification.

All these processes are very well standardized and practiced in the country since
long. The
Average recovery is 90%

Physical Refining:-

For oils like palm oil there is no necessity to go for alkali refining. After pretreatment
of oil the oil is deodorized cum physically refined. The Free Fatty Acid (F.F.A.)
present in the oil is distilled off at high temperature and high vacuum. Troika offers
physical refining system also

Page 37
  Refining Plant

Refining of vegetable oils is essential to ensure removal of gums, waxes,

phosphatides and free fatty acid (F. F.A.) from the oil; to impart uniform colour by
removal of colouring pigments and to get rid of unpleasant smell from the oil by removal
of odiferous matter.

Refining is carried out either on

batch operation or as continuous
operation. With certain oils even
physical refining can be carried
out instead of chemical.

For processing less than thirty

tones of oil per 24 hours, and
when oil has F.F .A. content of 1
% or less normally batch process
is recommended. Batch process
involves low capital investment,
simplicity of operation and low
maintenance, making refining economically a viable proposition even at capacity as low
as 10 tonnes per 24 hours.

The equipment involved are Neutralizer, Bleacher, Deodorizer, Heat Exchanger, High &
low vacuum equipment & Filters. Troika plant with batch process have been operating at
number of places, processing varity of vegetable oils

Page 38
 Manufacturing Facilities

 Mundar
 Khadi
 Bundi
 Nagpur
 Kakinada
 Haldia
 Neemuch
 Sujalpur
 Vidisha
 Chennai
 Tuticorin

Page 39
 Product Details

1. King Oil:

King’s Refined Soyabean oil is a rich source of

Omega 3, 6 and 9 that are very essential for the human
body. These protect against cardiovascular diseases,
arthritis, skin conditions, depression and mood-related
disorders and many other health disorders.

King’s Refined Soyabean Oil is extracted from high quality soyabean seeds and
is refined at our state-of-the-art refinery. It passes through a series of stringent
quality checks that ensure that the natural nutrition of the oil is not lost.

King’s Refined Oil has been introduced in the market in the variant of
Refined Soyabean Oil. It is nationally available through the AWL Distribution
Channel.

The brand roots itself from the insight that the Husband is the most important
person in every Indian woman's life and she treats him as a KING in her own
way. She strives to give the best to him and her family and King's Refined Oil
gives her the extra edge to do it. King's ensures the health and well being of her
KING.

This affordably priced KING of Health and Taste offers nutrition and happiness,
thereby ensuring a happy and secure family.

Page 40
2. Avasar Vanaspati Oil

Avsar Vanaspati (also called 'Vegetable Ghee' in the Middle East and
African markets) is a white granular vanaspati (the hallmark of quality in any good
vanaspati). Prepared through the hydrogenation of superior quality refined oil and
fortified with Vitamin 'A', it is preferred for food that needs to be deep fried or sauteed
for a longer period. It is also preferred in the making of traditional sweets and snacks

3. Raag Oil

Raag Vanaspati (also called 'Vegetable Ghee' in the Middle East and African
markets) is a white granular vanaspati (the hallmark of quality in any good vanaspati).
Prepared through the hydrogenation of superior quality refined oil and fortified with
Vitamin 'A', it is preferred for food that needs to be deep fried or sauteed for a longer
period. It is also preferred in the making of traditional sweets and snack

Page 41
 4. Fryola Oli

Fryola - The Ultimate Frying Oil possesses the finest properties of all frying
mediums. Being rich in PUFA, very low in saturates and free from trans-fatty acids,
Fryola is good for health. It is also very stable during frying and doesn't produce
degraded carcinogenic compounds during prolonged frying applications.

Apart from being healthy and stable, Fryola also provides several other benefits:

 It is enriched with Vitamin A & D for further nutritional benefits

 It ensures low oil absorption, hence makes the food healthier for heart
 Its right fatty acid composition provides excellent flavor and color to the fried products
 Food fried in Fryola retains its freshness for a long period
 Due to its high smoke point it helps keep the kitchen environment healthy and hygienic
 Due to reduced formation of thick sticky layer of burnt polymerized oil, cleaning of the
oil becomes easier
 It reaches frying temperature very quickly, which saves fuel and time

5. Aadhaar Oil

 AADHAAR Refined Sunflower Oil

Aadhaar Refined Sunflower Oil is a light, healthy and nutritious oil that is easy to digest.
Rich in natural vitamins, it consists mainly of poly-unsaturated fatty acids (PUFA) and is
low in saturated fats. Aadhaar Refined Sunflower Oil goes through the highly specialized
process of winterization that removes almost all the wax content in the oil, making it the
lightest oil available today.

 AADHAAR Filtered Groundnut Oil

Aadhaar Filtered Groundnut Oil has the rich flavor of groundnut. In order to maintain the
natural aroma and purity of groundnuts, the extraction is done by traditional and organic
cold processing. It is ideal for deep-frying as it can be heated to high temperatur

Page 42
 6. Jubilee Oil

Jubilee Masterchef (Vanaspati)

Jubilee Masterchef (Vanaspati) range of Bakery Shortening has been introduced

keeping in mind the specific needs of the bakery products.

AWL's Specialty Fats Business Division has been set up to service the food
industry in India and its neighborhood. With world class technology and equipped with
the best of plant & machinery backed up with elaborate Quality Assurance system and
Product Development & Application facilities, specialty fats division of AWL is fully
geared to meet the most stringent technical specifications of the food industry.

It has the required plasticity and stiffness characteristics which are customized as per
the specific need of bakery products. Some of the qualities of Jubliee Bakery Shortening
are high melting point which does not deteriorate hence providing stability to the
products. It is smooth and has no granules in it. It is an ideal product for institutional uses
in the bakeries and manufacturing of bakery products.

Jubilee Masterchef (Vanaspati) Bakery Shortening has four variants:

 For creaming and icing on cakes and pastries

 For puffs and kharis
 For biscuits, cookies and cakes
 For all bakery purposes
With Hydrogenation facility available at Mundra (Gujarat) and inter-esterification facility
at Haldia (WB), AWL specialty fats division is capable of providing any type of specialty
fat - from Hydrogenated to trans-fatty acid free - anywhere in India or its neighborhood.

Page 43
 7. A-Kote Oil

A-Kote is fully refined, bleached and deodorized hydrogenated palm kernel oil. Its
lauric rich fat is suitable for replacing cocoa butter confectionary coating. A-Kote is
odourless and bland in taste with good stability against oxidation. A-Kote series can be
added in the desirable proportion to achieve specific hardness. It is widely used in bakery
and confectionary applications.

General

A-Kote Brown is a premium grade Cocoa Butter Substitute

(CBS). It is fully refined, bleached and deodourised. It is
derived from fractions of palm kernel oil under the most
selective conditions of fractionation and hydrogenation
processes

With its high solid content A-Kote Brown possesses:

 Excellent mould release
 Excellent hardness
 Excellent gloss and gloss retention
 Good flavour release

Page 44
8. Pilaf Rice

Pilaf Basmati Rice

Adani Wilmar brings to you the most special range of basmati rice - Pilaf Basmati Rice.
Made using the best quality of raw material, every slender grain of Pilaf Basmati Rice is
carefully picked, aged, dried, de-husked, processed, graded and sorted with a
sophisticated colour sorting machine at its state of-the-art milling plant. The plant's high-
tech machinery with latest technology and well equipped laboratory makes sure that
every grain acquires the best basmati characteristics. Thanks to Pilaf's attractive and pro-
hygiene packaging, it looks tempting right from the moment it is kept on the shelf. On
cooking, these grains become "exceptionally long" without becoming sticky. The result -
an irresistible serving that delights everyone's heart through its flavour, aroma and
visual appeal.

Pilaf Gold Traditional Basmati Rice

Hailed as the "king of rice" and "queen of basmati", and cultivated in the
best basmati terrain of India, the Tarai region of North Western Himalayas,
Pilaf Gold Traditional Basmati Rice is the true celebration of traditional and
modern skill of agriculture. Given its unique aroma and wonderfully earthy
flavour, it is easily the most revered rice amongst thousands of other
varieties. Every grain is a true basmati - slender, long and smooth. When
cooked, it fluffs twice the original size and exudes an aroma that draws
everyone in.

Page 45
9. Alpha

Alpha Refined Palmolein is a cholesterol-free vegetable oil with

rich antioxidants. It is trans-fat free, odorless and tasteless oil. It is perfect for
consumers and manufacturers who look for healthy oil for cooking and baking. Alpha
Refined Palmolein is excellent for deep frying as it has moderate linoelic acid content and
high level of natural antioxidants which gives it a high smoke point.

Alpha Cookwell Vanaspati

Alpha Cookwell is a premium quality vanaspati, granulated and produced from a

unique combination of hydrogenated palm, palm kernel, soybean and sunflower oils. It
gives a rich look and helps retain the true taste of the food products. It is considered ideal
substitute for ghee to make traditional Indian sweets.

Page 46
MARKETING DEPARTMENT
Introduction:

Marketing is typically seen as the creating promotion and delivering goods and
services to customer and business. Mainly the marketing of any company involves the
different entries, their goods, services, experience, properties, organization’s information
and ideas. The product concepts hold also that the consumer will also favor those
products that offer the most quality performance and innovative features.

Product Planning
In any organization the managers of the firm has to focus on
marketing the superior products an improving them over time. They have to assume that
buyers admire well made products and can appraise is the most important firm because if
require the quality improvement, performance of the company . The brand available at
nearer place.

Page 47
HR Department
INTRODUCTION:

In the generals’ term human resources means knowledge, skills, creative activity
and talent of an organization work force as well as the value attitudes and beliefs of an
individual involved. Earlier the employees of an organization are to be considered as a
valuable asset of the firm. In the firm the employees are working efficiently. They are
provided different kind of facilities like dress, bonus, canteen, transportation. If the
employee is from higher authority, hospital facilities, housing facilities, if there is an

emergency need to employee.

Page 48
 CHAPTER-3

OBJECTIVE OF THE STUDY

Page 49
 OBJECTIVES OFSTUDY

This study has following objectives:

• To analyze the demographic profile of customer and its relationship with brand

preferences.

• To identify the factors influencing customers in building their preferences from

normal product to branded products.

• To identify the factors responsible for brand switching.

Page 50
 CHAPTER-4

RESEARCH METHODOLOGY

Page 51
 Research Methodology

The process used to collect information and data for the purpose

of making business decisions.

The methodology may include publication research, interviews, surveys and

other research techniques, and could include both present and historical

information. The research is many types such as descriptive research

,Analytical research, Fundamental research, Conceptual research , Empirical

research.

This research is based on descriptive research to complete this study primary as

well as secondary source of information is used. To study the consumer attitude

& brand preferences of Fortune oils, primary data is collected by using a detailed

structured questionnaire which was administered to a sampling method. The

study has been carried out in Lucknow city. The secondary data is collected from

published thesis, reputed journals, magazines and related websites. The data so

collected is scrutinized, tabulated, analyzed and finally used for the study

purpose.

a) Hypothesis

 Consumers prefer branded products rather than unbranded products of

Fortune oils.

 Healthiness of Fortune oils is significantly more responsible for preference

than other characteristics

 Repetition of brand depends on satisfaction of customers.

Page 52
 b) Research design

Descriptive research, also known as statistical research, describes data and

characteristics about the population or phenomenon being studied. Descriptive

research answers the questions who , what , where, when and how.

Although the data description is factual, accurate and systematic, the research

cannot describe what caused a situation. Thus, descriptive research cannot be

used to create a causal relationship, where one variable effects another. In other

words, descriptive research can be said to have a low requirement for internal

validity.

c) Defining the universe and sample design

 In this report to identify the marketing strategies of fortune Fortune oils

India will be taken because it cannot be analyze in small universe.

 And for the survey of consumers and traders lucknow will be taken.

 Number of sample size is 80

d) Data collection tools to be used

1) Primary sources-

. Through Questionnaire.

2) Secondary sources-

Page 53
. Factor analysis

. Analysis of rotated component matrix

. From the website of adaniwilmar.com

e) statistical tools to be used

. Table show comparison

. Bar graph

Page 54
 CHAPTER-5

PROBLEMS AND LIMITATIONS

Page 55
 LIMITATIONS

1. This study is only limited to Fortune Oil.

2. This study is limited only in Lucknow city.

3. The study was limited to 120 respondents.

4. Information given by the respondents is assumed to be true and authentic.

Page 56
 CHAPTER-6

DATA ANALYSIS AND

INTERPRETATIONS

Page 57
 DATA ANALYSIS AND INTERPRETATION

Which companies are major competitors of ADANI?

Nature Fresh 92
Saflofa 32
Sundrop 21
Dalda 5

Nature Fresh
Saffola
Sundrop
Dalda

Interpretation:-

Major competitors according to retailers are Nature Fresh Followed by

Saflofa and Sundrop.

Page 58
What quantity pack customer mostly prefer?
a) 1 Litre 78
b) 2 Litre 32
c) 5 Litre ` 40

a) 1 litre
b) 2 litre
c) 5 litre `

Interpretation:-
According to 78 retailers customer prefer 1 l pack followed by 5 L
and L I.e.40 and 32.

Page 59
The reasons behind the adani brand you sale?
a) Profit margin 65
b) Demand 85

a) Profit margin
b) Demand

Interpretation:-
Demand by customer is major factor to keep the particular stock

Page 60
Are you aware about fortune product?
a) Yes 145
b) No 5

a) Yes
b) No

Interpretation:-
145 retailers are aware about fortune product; only 5 retailers are
there who is not aware about fortune product.

Page 61
Do you sale fortune product?
a) Yes 103
b) No 47

a) Yes
b) No

Interpretation:-
68% retailers said that they sale fortune product, and 32% retailers
said that they don’t sale the fortune product.

Page 62
Which company provides you more scheme?
Adani(fortune) 10
Nature fresh 42
Saflofa 34
Sundrop 18
Dalda 14
Mahakosh 13
Gemini 9
Hind 10

Adani(fortune)
Nature fresh
Saffola
Sundrop
Dalda
Mahakosh
Gemini
Hind

Interpretation:-
Most schemes are provided by nature fresh followed by Saflofa,
Sundrop and Dalda.

Page 63
 TO KNOW THE ECONOMIC PROFILE OF THE PEOPLE BUYING
FORTUNE OIL.

TABLE – I

AGE GROUP OF BUYERS

Age Limits Number of Percent

People
Less than 30 44 37
30 – 40 35 29
40 – 50 20 17
More than 50 20 17
TOTAL 120 100

The above table shows that the age group of the buyers, 37% of them was
less than 30 years, 29% of them were between 30 – 40 years, 17% of them
were between age group of 40 – 50 and more than 50 years. The majorit y
of the respondents are belonged to the age group less than 30 (37%).

Age
Less
17% than
37% 30
17%
30 - 40

29%

TABLE – II

Page 64
 4.1.2 GENDER OF BUYERS

Options No of Buyers Percentage

Female 72 60
Male 48 40
120 100

From the above table referred to gender of the buyers, 60% of them
were, female and 40% are male. The majorit y of the respondents are
female (60%).

Gender

40 % (48)
Males
70 % (72)

Females

Page 65
 TABLE – III

4.1.3 OCCUPATION OF THE BUYERS

Options No of Buyers Percentage

Government 35 29
Private 32 27
Business 28 23
Others 25 21
Total 120 100

The above table showed the occupation, of the buyers, 29% of them
were government employees, 27% of them were in private sector, 23% of
them were in business and 21% were into other’s category which involves
professional and house wives. The majorit y of the respondents are
government employees (29%).

Occupation
35 32
40 28 25
30
20
10
0

Page 66
 TABLE – IV

.4 INCOME WISE CLASSIFICATION OF BUYERS

Options in (Rs) No of Buyers Percentage

Less than 10000 18 15
10000 – 15000 18 15
More than 15000 84 70
Total 50 100

The table shows that the income of the buyers, 15% of the buyer’s
falls in between the income of less than 10,000 and same was the
percentage for income 10000 – 15000 that is 15%. 70% of buyers were in
category of more than 15000. The majorit y of the respondents fall in
between More than 15000.

Monthly Income
100 84
80
60
40 18
18
20
0
Less than
10000 -
10000 More than
15000
15000

Page 67
 TABLE – V

4.1.5 EDUCATION LEVEL OF BUYERS

Options Numbers Percentage

of buyers
High School 8 7
Under 43 36
Graduate
Post 58 48
Graduate
Others 11 9
Total 120 100

The table shows that the educational level of the buyers, 7% that is least
number of buyers fall in category of high school, 36% of the buyer’s falls
in Undergraduate category. 48% in post graduate category and remaining
9% is for the others cate gory.

The majorit y of the respondents fall in Post graduate category which is

48%.

Educational Level
58
43
60
40 8 11
20
0
High Under Post others
School Graduate Graduate

Page 68
 TABLE – VI

4.1.6 FAMILY SIZE OF BUYERS

OPTIONS
Adult Male 266
Female 220
Children Male 101
Female 93
Total Number of working people 233

This table shows the number of males and females in adult and
children category of their families.

Family members
300 266
220 233
250
200
150
101 93
100
50 Male
0 Female
Adults
Children
Number of
Working
persons

Page 69
 4.2 TO KNOW THE CONSUMPTION PATTERN OF BUYERS

TABLE – I

4.2.1 TO KNOW THE CHOICE OF BRAND OF FORTUNE OIL

Popular No. of Percentage

Brands respondents
Fortune 30 25
Nature 15 12.5
Fresh
Sundrop 15 12.5
Saffola 25 21
Sweekar 15 12.5
Dhara 11 8
Others 9 7.5
Total 120 100

This table shows the buyers preferences for the different brands of
Fortune oil . Maximum buyers go for Fortune (25%). Saffola (21%)
follows it with little difference. Nature fresh (12.5%), Sundrop
(12.5%) and Sweekar (12%) have almost same number of buyers. The
next which follows them is Dhara with 8.25%. Onl y .75% go for the
other brands other than the specified brands. So any brand d oes not
have maximum share, it is mix kind of market.

Page 70
 Brands
30
30 25
25
20 15 15 15
15 11 9
10
5
0

Page 71
TABLE – II

4.2.2 TO KNOW THE TYPE(S) OF OIL USUALLY CONSUMED BY

BUYERS

Types of Oil No. of Percent

Buyers
Refined 65 54
Mustard Oil 24 20
Soyabean Oil 20 17
Coconut Oil 6 5
Others 5 4
Total 120 100

This table shows the t ype of oil usuall y consumed by buyers.

Refined oil has the maximum share of 54%. Mustard oil has the
20% following 17% by Soyabean oil. Coconut oil has only 5%
buyers with onl y 4% buyers going for oil other than the mentioned
options.

Type of Edible oils

80 65
60
40 24 20
20 6 5
0
Refined Mustard Soyabean Coconut Others
Oil Oil Oil Oil

Page 72
 TABLE – III

4.2.3 TO KNOW THE FACTORS INFLUENCING BUYING

BEHAVIOUR OF BUYERS

OPTIONS No. of Percent

Buyers
Retail Shop 28 23
TV advertisement 35 29
Magazines 10 8.25
Newspapers 9 7.5
Friends 20 17
Relatives 18 15
Total 120 100
This table shows the various factors which influences the buyers to
buy certain t ype of oil. Buyers get influenced mostl y by TV
advertisement which influences 29% buyers. Retail shops are the
second option to influence 23% buyers. Friends and relatives have
almost same with 17% and 15% buyers. Newspapers are the source
which influences only 7.5% buyers.

Factors affecting consumer buying

behavior
Relatives 18
Friends and Neighbours 20
Newspaper 9
Magazines 10
TV advertisement 35
Retail shop display 28

0 10 20 30 40

Page 73
 TABLE – IV

4.2.4 TO KNOW THE FACTORS INFLUENCING CONSUMER

PREFERENCES

Factors Influencing No. of Percent

Consumer Preferences buyers
Reasonable Price 34 38
Safe/ Healthy 49 41
Advertising 17 14
Packaging 15 12.5
Flavor 5 4.5
Total 120 100

This table shows the factor which influences consumer preference

most is safe and health factor influencing 41% buyers. Reasonable
price is the second factor changing the minds of 34% consumers.
Advertising and packaging are the other two factors influencing
17% and 15% consumers respectivel y. Flavor is also one of the
factors but it is considered by onl y 5% of consumers.

Factors influencing Consumer Preferences

60 49

40 34

17 15
20
5
0
Reasonable Safe/Healthy Advertisement Packaging Preffered
Price flavor

Page 74
 TABLE – V

4.2.5 TO KNOW THAT HOW OFTEN THE BUYERS USE THE OIL IN
A DAY

OPTIONS NO. OF PERCENT

BUYERS
Once 14 12
Twice 70 58
Thrice 22 18
More 14 12
Total 120 100

This table shows that 58% of the consumers use the oil twice a day.
Onl y 12% uses once a day and 18% uses the oil thrice a day. The
people using the oil more than thrice are also 12%.

Puchasing time period

80 70
60
40
14 22
20
14
0
Once a
Twice a
day Thrice a
day More
day

Page 75
 TABLE – VI

4.2.6 TO KNOW THAT HOW FREQUENT DO THE CONSUMERS

BUY OIL

Frequency of Purchasing No. of Percent

Oil Buyers
Daily 9 7.5
Weekly 28 23
Monthly 56 47
Whenever 27 22.5
Total 120 100

This table shows that mostl y (47%) consumers purchase monthl y. 23%
consumers purchase weekl y and 22.5% purchase whenever they need.
Onl y 7.5% consumers purchase it daily.

Frequency of purchasing oil

56
60
50
40 28 27
30
20 9
10
0
Daily Weekly Monthly Whenever
needed

Page 76
 TABLE – VII

4.2.7 TO KNOW WHAT PACK SIZE IS PREFFERED BY

CONSUMERS

Pack No. of Percent

Size buyers
1 Litre 48 40
5 Litre 40 34
10 Litre 16 13
Others 16 13
Total 120 100

This table shows maximum number of buyers that is 40% prefer 1 litre of
pack size. 34% buys 5 litre pack size. 16% prefers 10 litre pack and others
available packs. This shows that maximum preference of consumers is for

Pack Size
48
50 41
40
30
16 16
20
10
0
1 Litre 5 Litre 10 Litre others
1 litre pack.

Page 77
 TABLE – VIII

4.2.8 TO KNOW THE SPENDING PATTERN OF CONSUMERS ON

OIL IN A MONTH

Spending NO. OF PERCENT

Pattern BUYERS
Less than 500 28 23
500-1000 63 52.5
1000-1500 16 13.5
More than 1500 13 11
Total 120 100

This table shows to 52.5% people spend 500 to 1000 Rs. Per month. 23%
people spend less than 500. 1000 to 1500 is spent by onl y 13.5% people
and remaining 11% spend more than that. This shows that maximum
people spent 500 to 1000 Rs

Spending Pattern

80 63
60
40 28
16 13
20
0
Less than 500 - 1000 1000 - More than
500 1500 1500

Page 78
 TABLE – IX

4.2.9 TO KNOW THE MEMBER WHO TAKES THE OIL BUYING

DECISION

Member who takes No. of Percent

Buying Decision Buyers
Eldest Person 50 42
Adult 61 51
Children 4 3
Others 5 4
Total 120 100

This table shows that mostl y (51%) adult members of the famil y
take the oil buying decision. But in other families the eldest
person takes the decision. Onl y 3% is the case where the
decision is influenced by children and 4% other peoples a re
privileged enough to take that decision.

Member who takes Buying decision

70 61
60 54
50
40
30
20 8
10 4
0
Eldest Adults Children Others
Person

Page 79
 Findings
Fortune is most saleable product by the retailer followed by nature fresh and

suffola.

Major Competitor according to retailers are Nature Fresh followed by saffola and

sundrop.

According to 78 retailers customer prefer 1 L pack followed by 5 L and 2 L, i.e.40

and 32

Demand by customer is major factor to keep the particular stock

145 retailers are aware about Fortune product, only 5 retailers are there who is

not aware about Fortune product.

68% retailers said that they sale Fortune product, and 32% retailers said that

they don’t sale the fortune product.

Fortune oil is most common item used in our daily lives. People do not give much

importance to it, but taking decisions regarding the purchase of different types of

oil and choosing the best brands from the multiple available brands in the market

is the most difficult decision.

So from this report we were trying to find out that how people take various

decisions regarding the purchase of oils and we also tried to understand their

consumption pattern.

The basic findings were

Page 80
• Fortune was the most preferred brand among the respondents.

• Mostly the consumers were spending 500 – 1000 Rs. Per month on

Fortune oil.

• TV advertisement was the main factor influencing the consumers buying

behavior.

• Consumers give more preference to safety and health while purchasing

the Fortune oil.

In order to find out the dependency between the various variables and how some

variable create an impact on the buyers mind to purchase decisions we

conducted a Chi Square test.

This test helped us to evaluate the variables dependency.

Page 81
 CHAPTER-7

RECOMMENDATIONS

Page 82
 RECOMMENDATIONS
• Fortune Fortune oil has been successful in introducing the Fortune oil to

the people of India. Today in present scenario fortune Fortune oil is the most

used oil in making food products

• Fortune Fortune oil is trying to expand its boundaries in international

market. If this present use of fortune Fortune oil continues than in next five years

fortune Fortune oil will make its presence in international market.

• Logistics and supply chain: fortune Fortune oil is transporting the oil in

whole of India through its supply chain which is delivering the Fortune oil parts of

India.

• The price of fortune Fortune oil is friendly with the consumer needs.

• Consumer taste and preference: the consumer prefer this fortune Fortune

oil because of its relishing taste, the consumer are able to get best taste out of

this Fortune oil.

Page 83
 CHAPTER-8

CONCLUSIONS

Page 84
 Conclusions

Fortune oil is most common item used in our daily lives. People do not give much

importance to it, but taking decisions regarding the purchase of different types of

oil and choosing the best brands from the multiple available brands in the market

is the most difficult decision.

So from this report we were trying to find out that how people take various

decisions regarding the purchase of oils and we also tried to understand their

consumption pattern.

• Education level is independent of Brand preference

• Income is dependent of monthly expenditure on Fortune oil

• Brand is dependent of Brand factors or attributes

• Brand is dependent of the sources from where consumers know about the

brand

Page 85
CHAPTER-9

APPENDIX

Page 86
 CONSUMER QUESSTIONAIRE

Name:

Occupation_________________________

1. Your age?

A. 20-30

B. 31-40

C. 41-50

D. 51-60

E. Above 60

2. Your sexuality?

A. Male

B. Female

3. Have you ever purchased Fortune oil?

A. Yes

B. No (Conclude the investigation)

4. Which brand of Fortune oil do you often purchase?

A. Arawana

B. Fortune

C. Luhua

D. Others

Page 87
5. Why do you use this brand of Fortune oil?

A. Price

B. Quality

C. Brand

D. material

E. others

6. When you are purchasing Fortune oil, what factors do you pay more
attention to?

A. Brand awareness

B.Taste

C.The function

D. The package

E. Others

7. What kind of Fortune oil do you usually buy?

A. blend oil

B. Peanut oil

C. Rapeseed oil

D. Salad oil

E. Florence oil

F. Sunflower oil

G. Soybean oil

Page 88
 H. Maize oil

8. How do you get to know the Fortune oil products?

A. Advertisements

B. Introduced by friends

C. The salesman recommended

D. Internet

9. Where do you usually buy the Fortune oil?

A. Shopping mall

B. Supermarket

C. Store

D. Market

E. Others

10.What is the capacity of Fortune oil do you usually purchase?

A. 1L

B. 5L

C. 15L

D. Others

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11.The price of health Fortune oil is higher than the ordinary oil, would you
consider buying it?

A..Yes

B. No

C. Depend on the price

12.Do promotional activities has any effects on your Fortune oil purchasing? *

A..Yes

B. No

C. No matter

13. How often do you replace an Fortune oil brand?

A. Half a year

B. One year

C. Two-three years

D. Never

14.If you replace the Fortune oil brand, would you consider to purchase
Arawana?

A. Yes

B. No

C. I don’t know

15.If the Fortune oil brand you use has quality problems, what would you do?

A. No effects

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 B. No longer use this brand

C .would not use this brand temporary

16.Which brand do you like best?

A. Arawana

B. Fortune

C. Luhua

D. Dolly

E. others.

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 CHAPTER-10

BIBLIOGRAPHY

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BIBLIOGRAPHY

1. Kotler P (2003), Marketing Management, 11 t h edition, Prentice

Hall of India Pvt. Ltd., New Delhi. Pages 70 – 77
2. Donald R. Cooper and Pamela S. Schindler (2009), Business
Research Methods, 9 t h edition, Tata McGraw Hill Education
Pvt. Ltd., New Delhi. Pages 532 – 552

WEBSITES

 http://fcamin.nic.in/dfp d/EventDetails.asp?EventId=561&
Section=Edible+Oil&ParentID=0&Parent=1&check=0
 http://www.indiamarkets.com/imo/news/news_body.asp?d
isplay_content_link=0&search_link=0&subcatid=80&catid
=17#187
 http://en.wikipedia.org/wiki/Cooking_oil
 http://www.google.co.in/search?q=article+on+reserachpaper+
on+buying+behaviour+of +consumer+of +edible+oil

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