An Empirical Study on Brand Awareness and Consumption Pattern of Edible Oil in Kolkata

Article Sidebar

Download PDF
Published: 2014-01-30
Authors

Dr. Debraj Datta

Neha Mehra

DOI: https://doi.org/10.65301/aimt.2014.3.I.II.691
Keywords:
Brand Preference, Brand Awareness, Decision Making Process, Buying Behaviour.

Issue

Vol. 3 No. I and II (2014): Jan - Dec

Section

Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

##plugins.themes.bootstrap3.article.main##

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.

##plugins.themes.bootstrap3.article.details##

References

1. Butz, E.H. & Goodstein, D.L. (2006). Measuring Customer Value: Gaining the Strategic Advantage?, Organizational Dynamics, Vol.24, No.3, p 63.

2. David Aaker and Kevin lane keller (2008), Consumer evaluation of brand etention, Journal of Marketing 54, January, 27-41.

3. Egan, J. (2007) “Marketing Communications”, London: Cengage Learning.

4. Engel, J., Blackwell, R. & Miniard, P. (2006), Consumer Behavior (6th ed.), Chicago: The Dryden Press.

5. Enis, B.M. (1974) “Marketing Principles: The Management Process”

6. Evans, J. R. & Berman, B. (2005), Principles of Marketing, (2nd ed.). New York: Macmillan.

7. Gabbott, M. and Hogg, G. (1998). “Consumers and services”, Chichester: John Wiley & Sons.

8. Garner, B; Newman, J, Jackson, T; McDaniel, B; Black's Law Dictionary Paperback, 2013.

9. Kotler, P. and Keller, K. (2011) “Marketing Management” (14th edition), London: Pearson Education.

10. Kumar, P. (2010) “Marketing of Hospitality & Tourism Services” Tata McGraw-Hill Education.

11. Oxford Advanced Learners Dictionary; 8th Edition

12. Prema, R. (2013); An Empirical Study on Brand Preference Towards Edible oil in Rural Areas with Special Reference to Coimbatore District; Indian Journal Of Applied Research; Volume 3, Issue 3.

13. Schiffman, L., Hansen H. and Kanuk L. (2007) “Consumer Behaviour: A European Outlook”,London: Pearson Education.

14. Solomon, M. (1995) “Consumer Behaviour” (3rd edition), New Jersey: Prentice Hall.

15. Stallworth, P. (2008) “Consumer behaviour and marketing strategic”, online, pp.9.

16. Vijayaganesh, V. & Gomatheeswaran, M. (2013); A Study on Behaviour of Consumers towards Edible Oil Used For Cooking With Special Reference to The Coimbatore District; Researchers World: Journal of Arts, Science & Commerce, Vol. 4 Issue 2, p20.

17. Vyas, J.H., Siddiqui I, & Dewangan, J.K.; (2013); A Study of Edible Oil Consumption in Raipur; International Journal of Commerce, Business and Management (IJCBM), ISSN: 2319–2828, Vol. 2, No.2, April 2013.

18. Walters C. G. & Paul, G.W. (1970). Consumer Behavior: An Integrated Framework. Homewood, Illinois: Richard D. Irwin Inc.

19. Modi, Ajay (2014, May 14). Emami to go national with edible oil, plans investment of up to Rs 400 crore. Retrieved from http://businesstoday.intoday.in/story/emami-to-go-national-with-edible-oil-plans-investment-of-up-to-rs-400-crore/1/206144.html.

20. http://www.emamibiotech.com/edible_oil/healthy_tasty.aspx.

21. http://www.altcancer.com/ashwin/ ashw1008.htm.