An Empirical Study on Brand Awarenessand Consumption Pattern of EdibleOil in Kolkata

Abstract

The field of consumer behaviour studies deals with how individuals, groups and organisations select, buy, use and dispose of products and experiences to satisfy their needs and desires. Consumer buying behaviour is itself is a complex, dynamic issue which cannot be defined easily and commonly. The research work was conducted to explore the cause and effect relationships between the age groups, family size, degree of awareness, sources of awareness, brand preference in the edible oil segment, variants of edible oil frequently consumed, monthly consumption of the edible oil with an emphasis on Emami Healthy and Tasty brand.