A STUDY ON RURAL WOMEN

BUYING BEHAVIOUR OF REAL GOLD

COOKING OIL IN LSR AGRO FOODS
By
MADHURI.N
II-MBA
SMVEC
Under the guidance of
Mrs. L. KAVITHA, Associate
Professor

INTRODUCTION
CONSUMER BUYING BEHAVIOR
According to kotler Consumer behavior
include mental activity, emotional and
physical that people use during
selection, purchase, use and disposal of
products and services that satisfies their
needs and desires.

Rural women buying behavior in India:

In India the role of women is often restricted to caring for
children and housekeeping. Even after freedom women are not
treated equally with men in severally parts of India though the
trend in empowerment of women is changing it is very slow in rural
than in urban. The urban girls who felt difference in upbringing
with her brother was 15.4% and in rural areas it was 8.85%.
Thus the rural women of India are less educated and have very
less freedom to make decision and they are completely dependent
on men of that family. About 35% of rural women are earning by
working in forms but then even less than 50000 per year and
mostly they spend that money in buying household things.

OBJECTIVES
To study about the awareness of real gold oil brand

among thirubhuvani rural women consumers.

To know about the determinants of buying behavior of
cooking oil by rural women customers in thirubuvani
area.
To analyze the demographical factors which highly
influence the rural women on buying cooking oil in
thirubhuvani area.
To find out satisfaction level on using real gold cooking
oil in thirubhuvani rural women customers.
To recommend the suggestions to increase the rural
sales of the company.

RESEARCH DESIGN
RESEARCH STUDY: Descriptive
SAMPLE SIZE: 100 Rural Women
SAMPLE DESIGN: Convenience sampling
SAMPLING TOOL: Questionnaire

TOOL FOR ANALYSIS

To analyze and interrupt collected data the
following statistical tools were used.
Percentage method
Correlation
Chi square
Weighted average method

RESEARCH HYPOTHESIS

CHI-SQUARE:
Hypothesis:
H0 : There is no association between Education
qualification and factors to be considered
while purchasing LSR real gold product.
Alternate Hypothesis:
H1 : There is association between Education
qualification and factors to be considered
while purchasing LSR real gold product.

FINDINGS

Correlation
Inference:
From the analysis made it is inferred that the relationship
between type of customer and the number of years they are
using real gold oil is positively correlated.
Weighted average
Inference:
From the analysis made, the respondent agreed that the LSR
real gold product is good to use on the basis of the factors
purity, quality, price, easy availability, and quantity in order.
Chi square
Inference:
The calculated value is higher than significance value.
It is concluded that there is association between Education
qualification and the factors considered while purchasing
(LSR) real gold oil.

FINDINGS

Percentage method:
From the analysis made it is known that most
of respondents known about the product
through word of mouth.
From the analysis made it is known that most
of the respondents decide themselves in
buying the product.
From the analysis made it is known that most
of the respondents are using the product more
than two years.
From the analysis made the respondents are
satisfied with quality, purity, and price of the
product.

TO CREATE AWARENESS
SUGGESTIONS
AND RECOMMENDATIONS

LSR Agro Foods private ltd company is requested to concentrate

more in advertising areas to promote their product and it will

increase their sales.
TO PROMOTE PRODUCT
PRODUCT MODIFICATION
The company can also provide more verity (like groundnut oil,
sesame oil, etc..) of cooking oils according to the consumer needs.
PACKAGES
The company requested to produce small quantity pouches (like
200 ml, 100 ml) so that all kind of rural customers will consume
their oil brand.
They can also print different health tips in their pouches.
SALES PROMOTION
The company may give more offers to consumers (like extra
quantity, discounts, gifts).
GREEN MARKETING
The company may use eco friendly pouches for their oil brand.

CONCLUSION
In developing economies like India, it is important to target
rural market as a very large section of potential customers
reside in villages. To satisfy these rural consumer and their
needs 4 As are must and these are Awareness, Availability,
Affordability and Accessibility. Rural consumers are price
sensitive, when coming for cooking oil buying decisions the
female member of the family are the decision makers in
most of the families, So it is clear that the decision in
buying cooking oil is taken by women in the family and they
are the customers here, and it seems rural women
consumers have freedom in making decision on buying
household things.
These consumers should be made well aware of the
product through advertisements, also efforts should be
made to strengthen the distribution network as availability
is one of the key parameter for the rural consumer to be
loyal.

QUESTIONNAIRE
1. What type of customer you are?
a. Regular buyer b. new buyer c. occasional buyer d. others
2. How do you get known about the product?
a. through Friends b. through retailers c. through relatives
d. through advertisement
e. others
3. Factors you consider while purchasing (LSR) real gold oil?
a. Easy availability b. price c. quality d. purity e. package
(containers, pouches)
f. others
4. Who are all involved in purchase decision of oil in your family?
a. Myself
b. family head c. mother d. brother or sister
e. others
5. What is your opinion about price of the product?
a. High b. normal c. low
6. How many years are you buying (LSR) real gold oil brand?
a. Less than 1 year b. 2 to 3 years c. 4 to 5 years d. above
5 years

7. Are you satisfied:

Particulars
Quality
Quantity
Price
Purity
Availability

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly dissatisfied

Thank you