To determine the consumers perception of health benefits of sunflower oil to do a competitive benchmarking of gemini sunflower oil

Varadan, Ambarish (2018) To determine the consumers perception of health benefits of sunflower oil to do a competitive benchmarking of gemini sunflower oil. TAPMI, Manipal.

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Abstract

The primary need of the research was to understand the reason behind poor sales of Gemini sunflower oil. Thus, the study was designed in a way to fulfill three objectives. The study was focused only on sunflower oil brands. The first objective was to determine the price sensitivity of sunflower oil. The study aimed at determining the price point at which the consumers felt their current brand of cooking oil is too expensive and they would switch to another brand. The second objective was to determine the perceived health benefits of Gemini with respect to its competitors like Fortune, Sundrop, Dhara, Emami, Goldwinner and Sunpure. The third objective was two-fold. The first part was to understand the factors affecting the purchase of competitor brands of sunflower oil. The aim was to identify the main reasons why consumers use competitor’s brand of sunflower oil. The second part of this objective was to determine the effect of sales promotion. The aim was to understand if the consumers are motivated to buy more quantity of oil or switch their brand of oil during sales promotion campaigns.

Item Type:	TAPMI Special Reports
Subjects:	Marketing Marketing > Marketing Research
Divisions:	Marketing Management
Depositing User:	Mr. Muralidhara D
Date Deposited:	12 Mar 2019 04:34
Last Modified:	12 Mar 2019 04:54
URI:	http://tapmi.informaticsglobal.com/id/eprint/620

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