Buying Behaviour Of Rural Women Towards Branded Edible Oil In Tuticorin Districtd

Abstract

This study is an attempt to analyse the buying behavior of rural women towards branded edible oil. The scope of the study is to cover buying behavior in reference to branded edible oil, which will further help marketers to take certain decisions in order to enhance their product sale. The scope of the study is to cover the key points on basis of which rural women take their purchase decisions. A pre planned structured questionnaire was used to test the buying behavior of rural women towards Edible Oil. The research design is Descriptive and Qualitative in nature. The study has been conducted in Tuticorin district. The study is based on Primary data only. A Random sample of 100 rural women has been selected. The data collected is tabulated, analysed and used for study purpose. For calculation and analysis of data simple tools and techniques were used. Quality is considered to be an important factor in case of edible oil, because it is more related with health. Nowadays people are very much health conscious on the basis of various observations made in the study, the rural women feel that edible oil is necessary for day to-day life. Hence the manufacturers of edible oil follow the concept of being hygienic and healthy oil to attract the rural women. If the rural women is satisfied with the brand it leads to positive perception, loyalty towards brand, positive word of mouth & leads to long term relationship with the edible oil. Rural women have specific preferences towards brands like pricing, taste, packaging, offers, product design, advertisements etc.