PROJECT REPORT 2023-24 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

CHAPTER I

1. INTRODUCTION

1.1 INTRODUCTION.

"Consumer is the king" It is the only through understanding consumers and their
behavior, a marketer can attempt to satisfy customers needs and wants. So treating the
consumers and knowing the consumers are very much important for the survival of any
organization.

The project work titled "THE STUDY ON BUYING BEHAVIUOR OF

CONSUMERS OF GREEN VALLEY COCONUT OILS WITH SPECIAL
REFERENCE TO MANNNARKKAD AREA ". The study is aiming to find out the factors
that are influencing consumers to buy Green Valley coconut oil. This research enlightens
the opinion of consumers, their buying motives, factors influencing consumer behavior and
their expectations with the product and how come the loyalty sustains with Green valley
Oils Company and their satisfaction towards services.

The Green Valley Oil is edible oil used in as "a functional food" coconut oil is being
recognized as a powerful tool against immune diseases. Coconut oil, a traditional
confectionery product, it is purified fat of plant origin, which is usually liquid at room
temperature. Consumer behavior is a study of why people buy? It is the behavior of the
consumers at the time of buying or using goods and services. It means the process as to
how consumers make their purchase decisions to meet their needs. Consumer behavior is
influenced by demographic characteristics where emotional and other non-rational forces
play a dominant role in it Consumers have limited time, energy and financial resources.
Within the available resources, they make purchase and consumption choices as they wish.
Hence consumers purchase decision is influenced by several factors.

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1.2 STATEMENT OF THE PROBLEM

The main purpose of every business is to know and satisfy customer preferences and
attract new customers to bring suitable changes up to that. Based on the above statement,
I have decided to take up my academic project, “A study on Buying behavior of consumers
of Green Valley Coconut Oils” with special reference to Mannarkkad area.

1.3 OBJECTIVES OF THE STUDY

• To study the factors influencing consumer purchase decisions in Green Valley Coconut
Oils.

• To study the satisfaction level of consumers on brand, quality and usage of Green Valley
Oils.

• To study influence of demographic variable of consumers on buying behavior

• To know the opinion of customers for using Green Valley Oil.

1.4 SCOPE OF THE STUDY

• How Green Valley Coconut Oils maintains their customer loyalty in this scenario.

• To understand customers, their preferences and expected needs from the company and
their services, product aspirations.

• Answering queries like what, how and when customer preferences and buying behavior
change according in respect of a product.

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1.5 SIGNIFICANCE OF THE STUDY

• To take feedback of consumers regarding using Green Valley Coconut Oils.

• To understand the perception of consumers regarding edible coconut oil usage of

Green Valley and find out brand preference Criterions and factors why they choose.

1.6 RESEARCH METHODOLOGY

1.6.1 INTRODUCTION
The process of collecting information and data for the purpose of finding out
consumer purchase decisions, the methodology include publication research, interviews,
surveys and other techniques. It includes specification of research design, sample design,
questionnaire design, data collection and other statistical tools used for analyzing the
collected data.
1.6.2 RESEARCH DESIGN
Descriptive research design is taken for the study. Descriptive research also known as
statistical research, describes data and characteristics about the population or phenomenon
being studied. Descriptive research answers the questions who, what, where, when and
how
1.6.3 SOURCES OF DATA
Two types of data were collected: primary and secondary data to facilitate this study.
PRIMARY DATA
A primary data is data which is collected for the first time for particular interest to have more
information. The primary data were collected through well structured questionnaire from
customers of Green Valley Oils.

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SECONDARY DATA

Secondary data are those which already had been collected by someone else and which
have already been passed through statistical process. The secondary data were collected
through magazines, websites, journals, and from internet.

1.6.4 TOOLS AND TECHNIQUES

• DATA COLLECTION

Primary and secondary data were collected through questionnaire and Direct Interview for
the project study.
• DATA COLLECTION TOOLS

Major tools used to analyze the study are;

 Bar diagram

 Pie diagram

 Percentage analysis Column diagram

1.6.5 SAMPLE SIZE

Here the sample frame selected is of 50 respondents for this project study.

1.6.6 SAMPLING TECHNIQUES

The sampling technique used in the study is Snow Ball Sampling. Snowball sampling is a
type of convenient sampling which is a form of non- probability sampling in which
samples are collected depending upon the convenience of the research.

1.6.7 PERIOD OF STUDY

Period of the study taken is 21 days.

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1.7 LIMITATIONS OF THE STUDY

• The result of the study depends upon the information given by the customers, which
may be biased.

• Respondents provide information in a hurry, so accuracy can’t be expected. Some

of the customers were not cooperating.
• Non response to some questions may either due to lack of knowledge, inability or
due to their unwillingness to reply in respect of certain questions.
• Time for the study was limited.
• Due to pertaining situations travelling and chances of direct contact with the people
was not an easy task.

CHAPTER SCHEME

1) Chapter I deal with introduction and design study.

2) Chapter II deals with the review of literature.

3) Chapter III present theoretical frame work on study of consumer behavior and
influencing factors.
4) Chapter IV deals with analysis and interpretation of primary data collected.

5) Chapter V presents the summary of findings, suggestions and conclusion of the

study.

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CHAPTER II

REVIEW OF LITERATURE

2.1 INTRODUCTION

This chapter presents the review of literature relating to the study undertaken in the earlier
studies carried out by various academicians, economists and researches in the Area of
production, sales; profitability and financial performance are reviewed in order to
understate the research problem.

A large number of research studies have been carried out on different aspects of the
financial performance, by the researches, economists and academicians in India and
abroad. Different authors have analyses performance in different perspective.

Literature survey is the documentation of a comprehensive review of the published and

unpublished work from secondary sources of data in the areas of specific interest to the
researcher. The library is a rich storage base for secondary data, and researcher used to
spend several weeks and sometimes months going through the books, journals, newspaper,
magazines, conference proceedings, and other reports to find information on their research
topic.

2.2 LITERATURE REVIEW

• Hawkins&Coney1998:
“The study of customer behavior” is in reality not the study of consumption, but of
customer buying. This is in fact one of the confusions that recent literature clarifies
by firmly drawing the line the distinction between what we call “buying behavior”
and “consumption behavior” under the umbrella of “customer behavior”. A second

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commonality of the definitions is represented by the acknowledgement of the

dynamic and multidimensional nature of the decisions and judgments that precede
and follow the act of buying a particular good.
• Acebron et al (2000):
The aim of the study was to analyze the impact of previous experience on buying
behavior of fresh foods, particularly mussels. In their studies the authors used
structural equation model in order to identify the relationship between the habits and
previous experience on the consumer buying decision. Their findings show that
personal habits and previous experience on of the consumers have a direct impact
on the consumers’ purchase decision in the example of purchasing fresh mussels.
They also found that the image of the product has a crucial impact on the purchasing
decision of the consumer.
• Marylyn Carrigan, Ahmad Attalla, (2001):

This study examines that marketing ethics and social responsibility are inherently
controversial, and years of research continue to present conflicts and challenges for
marketers on the value of a socially responsible approach to marketing activities.
This article examines whether or not consumers care about ethical behavior, and
investigates the effect of good and bad ethical conduct on consumer purchase
behaviour. The article concludes by some thoughts on how marketers might
encourage consumers to engage in positive purchase behavior in favour of ethical
marketing.

• Jai-OkKim, SandraForsythe, QingliangGu, SookJaeMoon, (2002):

This study examined the relationship of consumer values, needs and purchase
behavior in two Asian consumer markets, China and South Korea. Between self-
directed values and social affiliation values, self-directed values were the underlying
determinant of needs to be satisfied by apparel products. The most important needs
that influenced apparel purchases of female consumers in both Asian markets. While

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for brand-loyal Chinese consumers experiential image was the most important
aspect of the branded apparel appeal to female consumers, social image with
performance quality assurance was a more important feature of the branded apparel
appeal to consumers in Korea. Implications for brand image management for
international markets were discussed.

• Lancaster 2002:
The customer’s buying behavior, companies also engages in advertising and
promotion activities to influence the customers‟ purchasing decision. However,
when they are engaging in such types of activities, they need to consider other
external factors such as the overall economic conditions of the country, politics,
technology and ethnic culture all of which are beyond have conducted a survey study
to understand the factors affecting the purchase decisions for edible oils by
consumers. Through the study authors are also highlighted the consumption patterns
of families. Authors have analyzed the preferences of demographic clusters.
Through the study authors have found that, health factor plays an important role in
choosing the edible oil brands. Authors have pointed out that, majority of the
consumers change their edible oil for better health. Authors have also found that,
there is no strong loyalty displayed among the consumers
.
• Bitta and Della (2004):
The author proposed that consumer behavior studies play an important role in
deciding marketing segments and marketing strategies. The authors recommended
that consumer is often studied because certain discussions are significantly
affected by their behavior the control of both the company and consumer.

• Valeries folks (2006):

Recently consumer behavior research testing attribution theory principles is
summarized and critiqued. Most studies on antecedents of causal inferences focus

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on how information about a product influences attributions, how the discounting

effect influences liking for products, and how self-perception processes influence
willingness to participate in marketing research. Research examining consequences
of causal inferences focuses on product satisfaction. Major trends in attribution
theory and future research directions are indicated.

• Egan 2007:

The importance of understanding the customer behavior. According to the author,

better awareness of consumer buying behavior is a positive contribution to the
country’s economic state. The author further argues that the quality of goods and
products are exceptionally good in countries where buying behavior of customers is
well understood. This in turn increased the competitiveness of the products and
services in international market increasing the export potential of the country.
Meanwhile, high quality of domestic products and services lead to sophisticated
domestic customers‟ base.

• ShyamalaMathanSankar (2008):

“Consumer Perception of Global vs. Local Brands”.. This chapter concludes the
study by summarizing the entire study and also by highlighting the key findings of
the study. The chapter then pursues to the limitations of the study and presents the
recommendations for future research. The aim of the study was to understand
consumer perception of global brands vs. local brands in the Indian car industry. .
The study initially accomplished the secondary objectives in order to accomplish
the primary objective. The literature review provided a critical analysis of the views
and insights of various researchers on the subject area and served as a source of
secondary data, which were collected through marketing journals and other existing
reports that were based on the topic. Furthermore, an overview of the Indian car
industry was presented in the study in order to facilitate the reader to comprehend
the study in an enhanced way.

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• Saravanan (2010):

He has attempted to explore the factors influencing of buying behavior and

satisfaction level of the consumer who consumes edible oil for various purposes.
This study has been done to find the solution for the problem with regard to the
quality and hygiene factors in edible oil. To reveal the result, an empirical
examination had been done on 200 respondents purposively selected from the 10
wards in Coimbatore city. Finally, the researcher has disclosed that purity, quality,
and price were the most influencing factor to use packaged edible oil. It is concluded
that most of the customers have preferred sunflower oil and groundnut oil. Rest of
the customers have suggested to the manufactures to concentrate on the other
aspects such as marketing strategy to make the brand more attractive.

• Kotler and Keller 2011:

State that customer buying behavior is the study of the ways of buying and
disposing of goods, services, ideas or experiences by the individuals, groups and
organizations in order to satisfy their needs and wants. , Kotler and Keller highlight
the importance of understanding customer buying behavior and the ways how the
customers choose their products and services can be extremely important for
manufacturers as well as service providers as this provides them with competitive
advantage over its competitors in several aspects.

• Dr. J.H. Vyas, Imran N. Siddique, Jay K. Dewangan (April 2013):

They state study suggests that when that quality is always important for any
production the customer purchase cooking oil higher importance is given to safety
aspects, and the brand images of the cooking oil than the sales promotional schemes
offered by the companies. Cooking oil marketers could take maximum efforts in
designing the advertisements in such a way that the advertisements provide reliable
and maximum information about the nutrition and health aspects, price if the oil.

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• R Prerna (2013):

In their study says. But it is more important in case of edible oil for reason that it is
more related to health. Customers analyze the price, quality, packaging aspects etc.,
before they buy the product and hence, it is up to the different brands of oil
manufactures to concentrate on those aspects and work out better strategy to attract
more customers for their brands.

• Bhuvaneswari (2015):

He state in her study explored the customer’s attitude and awareness among the
various branded edible oils. She had made an effort to find out the major factors
which are influencing the customers to buy the products. To derive the analytical
result, statistics, chi-square and the weighted average score was used. The author
described that customers were influenced by advertisement, price quality,
packaging, quantity, offers and discounts etc.

• JusufZekiri; VjollcaVisokaHasani“The Role and Impact of the Packaging

Effect on Consumer Buying Behaviour (2015):

The purpose of this research is to find out the main which are driving the
success of a brand. Companies in order to create the right packaging for their
products, they must understand the consumer buying process and understanding the
role and the impact of packaging as a variable that can influence the purchase
decision. So, by understanding what factors influence the buying behavior and what
packaging elements are most important help companies making the right decisions
about packaging their products. This research will identify the relationship between
consumer buying process as the main variable of the study and some independent
variables like packaging color, printed information, packaging material, design of
wrapper, printed information, brand image, and innovation and practicality that help
consumers in their decision buying process.

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Ambujakshi (2016):

She has stated that, in the ocean of edible oil has increased following a rise in
household incomes and customer demand. Through the study author throws light on
the customer awareness with reference to edible oil customers in Bangalore. Author
has also attempted to know the trends in customer satisfaction towards edible oil
and attempted to find out the influencing factors related to customer’s satisfaction
in purchasing edible oils. Through the study author has found that, the edible oil
industry has under transition towards more organized and active integration move
from the major players. According to the author, rising imports
call for the increase in domestic manufacturing of edible oils.

M. K. Narayan, M. Sarabhai And V. K. Khan, (2018), and have explored the

preferences of consumers for the brands of illegal oil variants and factors affecting
the decisions of purchase of evil oil. Through the study authors of highlighted brand
image, health consciousness and quality of a particular brand etc. Are the most
significant factors, which are affecting consumer's decision-making for buying
edible oil. Through the study authors have come to know that, consumers are
showing interest in sales promotional schemes and consumer offers. In this context
authors have suggested that, while when lecturers should run an effective
promotional schemes and consumer campaigns not only to attract new consumers
but also to retain the present consumers.

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CHAPTER III
THEORETICAL FRAMEWORK

3.1 INTRODUCTION

Everyone in this world is a consumer from birth to death. The moment a person born,
he or she starts consuming products of services.

A consumer is a person who consumes or uses a product or service. According to

International Dictionary of Management, “Consumers are the purchasers of goods and
services for immediate use and consumption”. Thus consumer is an ultimate user of a
product. But buyer is a person who buys goods either for resale or for use in production or
for use of somebody else. Therefore the two terms consumer and buyer are different in the
true sense. However, in the Consumer Protection Act 1986 the term consumer includes
buyer also.

Customer:-Customer is an individual or business that purchases the goods or services

produced by a business. The customer is the end goal of businesses, since it is the Customer
who pays for supply and creates demand. Businesses will often compete through
advertisements or sales in order to attract a larger customer base.

Consumer:-Consumer is an individual who buys products or services for personal use and
not for manufacture or resale. A consumer is someone who can make the decision whether
or not to purchase an item at the store, and someone who can be influenced by marketing
and advertisements. Any time someone goes to a store and purchases a toy, shirt, beverage,
or anything else, they are making that decision as a consumer.

Perception:-Perception is the process by which people translate sensory impressions in to

a coherent and unified view of the world around them. Though necessarily based on
incomplete and unverified (or unreliable) information, perception is equated with reality
for most practical purposes and guides human behavior in general.

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Customer perception:-Customer perception is a marketing concept that encompasses a

customer’s impression, awareness and/or consciousness about a company or its offerings.
Customer perception is typically affected by advertising, revise, public relations, social media,
personal experiences and other channels Consumer perception applies the concept of sensory
perception to marketing and advertising. Just as sensory perception relates to how humans perceive
and process sensory stimuli through their five senses, consumer perception pertains to how
individuals form opinions about companies and the merchandise they offer through the purchases
they make. Merchants apply consumer perception theory to determine how their customers
perceive them. They also use consumer perception theory to develop marketing and advertising
strategies intended to retain current customers – and attract new ones.

Consumer Perception Theory:-Merchants aim to increase their sales by determining what drives
their customers’ purchase decisions. Consumer perception theory attempts to explain consumer
behaviour by analysing motivations for buying – or not buying – particular items. Three areas of
consumer perception theory relate to consumer perception theory: self-perception, price perception
and perception of a benefit to quality of life.

Self-Perception:-Self-perception theory attempts to explain how individuals develop an

understanding of the motivations behind their own behaviour. Self-perception by customers relates
to values and motivations that drive buying behaviour – which is also an important aspect of
consumer perception theory. For instance, a study by researchers at the University of
Massachusetts at Amherst addressed how self-perception shaped consumers’ buying behaviour.
The study considered the question of whether consumers believed their buying decisions had a real
effect on issues such as environmental impact. The researchers concluded that consumers’
selfperception was a driving factor in whether or not they placed a priority on socially conscious
purchase and consumption practices. Consumers who viewed themselves as socially conscious
tended to place more weight on issues such as environmental impact when making buying
decisions than consumers who did not hold similar views of themselves.

Price Perception:-While mass merchandisers such as Wal-Mart emphasize low prices as an

inherent virtue, upscale merchants attempt to emphasize quality and value for money to appeal to
potential customers. Researchers at the School of Business Administration at LaSalle University

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and Le Bow College of Business at Drexel University considered several factors, including
price perception – whether consumers believed they were being charged fair prices – in
determining whether online shoppers would make repeat purchases through the same
website. The researchers concluded that price perception strongly influenced whether
customers were satisfied with their purchases and whether they would make future
purchases. Two factors that shaped price perception were the perceived quality of the
merchandise or service in question and price comparisons with merchants offering similar
merchandise or services.

CONSUMER BEHAVIOUR

Consumer behaviour is one of the massively studied topics by researchers and marketers
in the past and still being studied. Researchers show different reasons as to why consumer
behaviour has been the topic of many academics and researchers. It is worth noting that
consumer buying behaviour has become crucially especially due to fierce competitions.
Behavioural pattern differ from one another because they are influenced by various
demographic characteristics and factors such as age, income and so on. Thus buying
behaviour are dependable on the actual product features, company guarantee, and worth
fullness of any product.

GREEN VALLEY COCONUT OILS

India has unbeatable quality advantage in coconut oil sector. Refined coconut oil is also
manufactured in the country for industrial uses. Refined coconut oil is mainly used in the
manufacture of biscuits, chocolates and other confectionery items, ice cream,
pharmaceutical products and costly paints. Generally, filtered coconut oil is used for
cooking and toiletry purposes. The demand for coconut oil increases 15-20% during the
festival season.

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Green valley oils are a true saga of success of entrepreneurs from a migrant family –
kizhakkekara, Pala who were traditionally planters. This venture was started in 2000 with
the support of khadi commission (KVIC) Government of India. The processing unit is
located in the plush green valley of Kanjirapuzha dam in Palakkad district, Kerala state.
The product is named after this rich serene, green valley as “Green Valley Oils”.

It is a unique initiative in the field of value added agriculture products. The company
purchases coconut directly from farmers and process in to quality coconut oil. It is
deliberately set up in the rural sector to generate employment and provide a fair price to
the coconut farmers of the area Green Valley Oils has already become a favourite brand
among the keralities and Malayalees in the middle east “Green Valley oils” is the recipient
of central government REGP award for the best small scale unit in Kerala, for creating rural
employment./Their team work is the success of their enterprise. Client satisfaction is the
main aim of their organization. They strive hard to achieve this objective. For this they
supply extremely pure and fresh coconut oil to their esteemed customers. In addition, they
make sure that the coconut oil they offer is free from any kind of impurities by testing it on
various stringent parameters. Further they pack conventional coconut oil in safe and
leakage free material to retain its high nutritional value and freshness. So they are able to
supply quality coconut oil with its true purity.

COCONUT OIL

As a functional food, coconut oil is being recognized as a powerful tool against immune
diseases. Coconut oil, a traditional cooking medium in the households of the country is also
used extensively in the manufacture of confectionery products. Green Valley coconut oil is
aided by KVIC Government of India which is 100% vegetarian providing natural coconut
oil products produced by themselves in due care which one is free from sulphur smoke .

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Products at a glance

CONVENTIONAL COCONUT OIL

• 1 Litre pet bottle • 500 ml pouch

• 500 ml pet bottle • 200 ml pouch

• 5 litre Jerry
• 1 Litre HDP bottle
can
• 1 litre HDP
• 500 ml HDP Bottle. can

• 1 Litre pouch. • 2 Litre HDP can

CERTIFIED ORGANIC COCONUT OIL

• 1 litre HDP Bottle.

• 500 ml HDP Bottle.

The Green Valley Oils currently produces conventional coconut oils and coconut oil cakes.
The company also started manufacturing certified organic coconut oil from the year 2007
onwards.

PRODUCTION PROCESS OF GREENVALLEY COCONUT OILS

Green Valley Coconut Oil is processed from fresh coconuts, they adopt a unique off-farm
processing method, which is free from fungus, smoke and sulphur treatment . The copra
used is selected with utmost care to ensure superior quality. We produce clear filtered

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coconut oil from dried copra retaining all its natural goodness and freshness. The oil
produced is ideal for edible purpose as well as body and hair massage.

The oil extraction process

1. Dry processing

2. Crushing

3. Oil extraction

4. Screening

5. Filtering

6. Packing

CONSUMER BUYING PROCESS

1. Recognition of an unsatisfied need

People always seek to satisfy their needs. Need recognition or problem recognition try to
create tension that leads to arise motives with urgency to satisfy them.

2. Identification of alternatives

After recognition of the problem consumers search for the information about the various

alternatives available to satisfy it. The consumer may rely on the past experience of what
satisfies this need.

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3. Evaluation of alternatives

By collecting information an individual comes to know about the brands and their features
to clarify and access the choices.

4. Purchase decision

Finally consumer arrives at the purchase decision. That can be three; no buying, buying,
buying later and buying now. This is the stage he get influenced by other means of factors
to take up the decision.

5. Post purchase behaviour

After purchasing the product/brand he will be satisfied or dissatisfied with it. Here comes
to arrive at the conclusion for the future buying decisions to become or not to become the
loyal customer

Thus the marketer who understands the correct buying process of his customers and
decides on marketing activities accordingly to generate customers to their product wanted.

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOURALS

Throughout the buying process, various factors may influence the buyer. All these factors
which determine the buyer or consumer behaviour are broadly classified into certain group
of factors they are:

a. Psychological Factors

b. Social Factors

c. Cultural Factors

d. Personal Factors

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e. Economical Factors

f. Environmental Factors

These all factors one by another influence the buying behaviour of a consumer in different
viewpoints. Hence considering all those complexities and solving out to retain those
customer satisfaction needs and wants make the competitors to entitle their survival of any
firms , brands or a single product to be positioned in the hearts of the customer.

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CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1
AGE LEVEL OF RESPONDENTS
Age Respondents Percentage

Below 25 39 56%

26 to 30 22 31%

31 to 45 4 6%

Above 46 5 7%

Total 70 100%

FIGURE 4.1

AGE LEVEL OF RESPONDENTS

25

20

15 Series1

10 Series2

0
31 to 45 Above 46

INTERPRETATION

From the above table we could observe that most of the respondents are falling to the age
below 25 and 56% falls under the age between 26-30. About 31% come under age above
46. And a 7% falls under age 31 to 45.

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TABLE 4.2

GENDER ANALYSIS OF RESPONDENTS

GENDER RESPONDENTS PERCENTAGE

Male 32 46%
Female 26 37%
Other 12 17%
TOTAL 70 100

FIGURE 4.2
GENDER ANALYSIS OF RESPONDENTS

35

30

25

20 Series1
Series2
15

10

0
Male Female Other

INTERPRETATION
The above graph states that 32 respondents are male constituting a
percentage of 46, 26 respondents are female and contribute 37 percent
and 12 respondents are other contribute 17 percent of the total. Hence
majority are male respondents.

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TABLE 4.3

INCOME LEVEL OF RESPONDENTS

INCOME LEVEL RESPONDENTS PERCENTAGE %

Below 5000 35 50%

5000-10000 25 36%

10000-15000 6 8%

Above 15000 4 6%

TOTAL 70 100%

FIGURE 4.3
INCOME

40
35
30
25
20 Series1

15 Series2

10
5
0
Below 5000 5000-10000 10000-15000 Above 15000

INTERPRETATION

From the analysis of chart and table 50% of the respondents are below average family
income 5000 rupees. Remaining respondents are small group having higher standard of
income level.

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TABLE 4.4

MOST PREFERRING COCONUT OIL BY RESPONDENTS

OIL TYPE RESPONDENTS PERCENTAGE

Green Valley Coconut oil 35 50%

Sunflower oil 20 29%

Coco organic 10 14%

Gold winner 5 7%

TOTAL 70 100%

FIGURE 4.4
MOST PREFERRING COCONUT OIL BY RESPONDENTS

50% 29% 14% 7%

35 20 10 5

Green Valley Sunflower oil Coco organic Gold winner

Coconut oil

INTERPRETATION
From the above table we could analyze 50% of the respondents are using Green valley
coconut oil while Green Valley coconut oils have many competitors such as sunflower oil
and Coco organic.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.5

PREFERENCE OF SINGLE BRAND

SINGLE BRAND RESPONDENTS PERCENTAGE%

PREFERENCE

Yes 40 57%

No 30 43%

Total 70 100%

FIGURE 4.5

PREFERENCE OF SINGLE BRAND

45
40
35
30
Axis Title

25
20
15
10
5
0
1 2
Yes 40 57%
No 30 43%

INTERPRETATION
From the above table most of the respondents about more than 57 % of the people don’t
prefer single brand to use.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.6

CUSTOMER REGULARITY OF GREEN VALLEY COCONUT

OILS
Customer regularity Respondent’s Percentage

Yes 46 66%

No 24 34%

Total 70 100%

FIGURE 4.6
CUSTOMER REGULARITY OF GREEN VALLEY COCONUT
OILS

Yes No

24 34%

46 66%

1 2

INTERPRETATION

From the above table about 66% respondents’ tend to be the regular customer of Green
Valley Oils and 34 % are not regular in buying Green Valley Coconut Oil.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4 .7

PREFERENCE OF GREEN VALLEY COCONUT OIL TYPE

OIL TYPE RESPONDENTS PERCENTAGE %

Conventional coconut oil 50 71%

Organic coconut oil 20 29%

TOTAL 70 100%

FIGURE 4.7

TYPE OF GREENVALLEY COCONUT OIL

Conventional coconut oil Organic coconut oil

29%

71%

INTERPRETATION

From the above table 71% of the respondents prefer using conventional green valley
coconut oil rather than organic coconut oil.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.8

AVAILABILITY OF GREEN VALLEY COCONUT OILS

AVAILABILITY RESPONDENTS PERCENTAGE%

Yes 42 60%

No 28 40%

TOTAL 60 100%

FIGURE 4.8

AVAILABILITY OF GREEN VALLEY COCONUT OIL

100%
28 40%
80%

60%

40% 42 60%

20%

0%

Yes No

INTERPRETATION

Analyzing the table and graph we can conclude availability is far better have no major
advancement for 60 % But 40% of have easy availability of green valley coconut oil very
near.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.9

MODE OF BUYING GREEN VALLEY COCONUT OIL

BUYING MODE RESPONDENTS PERCENTAGE

Directly From Groceries 30 43%

Shop

Online Purchasing 14 20%

Retailers 15 21%

Others 11 16%

TOTAL 70 100%

FIGURE 4.9

BUYING MODE

30

25

20

15 Series1
Series2
10

0
Directly From Online Retailers Others
Groceries Shop Purchasing

INTERPRE’TATION
From above table 43% of the respondents buy the product directly from nearby groceries
shop. But we can also see there is people who buy things via online mode also.

PGDCMS 29 UNIVERSAL COLLEGE

PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.10

SOURCE OF KNOWLEDGE ABOUT GREEN VALLEY

COCONUT OIL

SOURCE OF RESPONDENTS PERCENTAGE %

KNOWLEDGE

Advertisement 20 29%

Television 12 17%

Word of mouth 33 47%

Others 5 7%

TOTAL 70 100%

FIGURE 4.10
SOURCE OF KNOWLEDGE

Others Advertisemen Television

10% t 24%
0%

Word of
mouth
66%

INTERPRETATION

From the above table Green Valley Coconut oil has only less promotional activities so 47%
of people get to know about the product through word of mouth.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.11

CAPACITY OF GREEN VALLEY COCONUT OIL GENERALLY

PURCHASED

OIL CAPACITY RESPONDENTS PERCENTAGE %

Less than 1 litre 46 66%

1 litre 12 17%

Less than 2 litre 10 14%

Above 2 litre 2 3%

TOTAL 70 100%

FIGURE 4.11

PURCHASING CAPACITY

Above 2 litre
3%
Less
than 2
litre
14%

1 litre
17% Less than 1 litre
66%

INTERPRETATION

From above table 66% of the respondents are purchasing below 1 litre where comparable
balance in buying 1 litre is of 17% and less than 2 litres of green valley coconut oil and
above constitute is 14% and 3% of the respondents.
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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.12
FACTOR INFLUENCING PURCHASE DECISION OF GREEN VALLEY
COCONUT OILS

INFLUENCING FACTOR RESPONDENTS PERCENTAGE %

Price 5 7%

Availability 20 29%

Quality 43 61%

Taste 2 3%

TOTAL 70 100%

FIGURE 4.12

FACTOR INFLUENCING PURCHASE DECISION

Series1 Series2

Taste 23%

Quality 43 61%

Availability 20 29%

Price 5 7%

INTERPRETATION
From the above table 61% consider quality is the most important influencing factor to buy
the Green Valley Coconut Oil and 29% of the people buy because of their availability and
7% consider of price and 3% consider of taste as the reason to buy.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.13

QUALITY POLICY OF THE GREEN VALLEY COCONUT OIL

QUALITY POLICY RESPONDENT PERCENTAGE

Excellent 38 54%
Satisfactory 20 29%
Good 5 7%
Neutral 7 10%
Poor 0 0%
TOTAL 70 100%

FIGURE 4.13
QUALITY POLICY

0%
Poor
0

10%
Neutral
7

7%
Good
5

29%
Satisfactory
20

54%
Excellent
38

INTERPRETATION

From the above table 54% of the respondents mark on the excellence of quality and about
29% of customers are quite satisfactory and 8% have remarked as good in their opinion and
others remaining neutral. Quality policy of Green valley is attaining great advantage it keep
its standard of excellence in quality in any means.
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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.14

PRICING POLICY OF GREEN VALLEY COCONUT OILS

PRICE NATURE RESPONDENTS PERCENTAGE

Competitive 38 54%

Higher 20 29%

Lower 5 7%

Can’t say 7 10%

TOTAL 70 100%

FIGURE 14
PRICING POLICY

10%
Can’t say 7

7%
Lower 5

29%
Higher 20

54%
Competitive 38

INTERPRETATION

From the above table price nature of green valley coconut oil is competitive in nature with
respect to 54% of respondents and 29% answers the price is higher in nature.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.15

MONTHLY EXPENSE ON GREEN VALLEY COCONUT OILS

AMOUNT RESPONDENTS PERCENTAGE

Rs.250 22 31%

Below Rs.350 21 30%

Rs.400 12 17%

Above 500 15 22%

TOTAL 70 100%

FIGURE 4.15

MONTHLY EXPENSE
Rs.250 Below Rs.350 Rs.400 Above 500

21% 32%

17%

30%

INTERPRETATION

From the above table about 31% of respondents kept apart amount of rupees 250
for their monthly usage in buying the green valley coconut oil. Only small group of
22% of respondents buy for an amount greater than 500 rupee.

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 PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.16

DECISION PURCHASE ON NON AVAILABILITY OF BRAND

PURCHASE DECISION RESPONDENTS PERCENTAGE

Postpone purchase 31 44%

Go to other shop 19 27%

Switch to other brand 11 16%

Will not buy 9 13%

TOTAL 70 100%

FIGURE 4.16

PURCHASE DECISION ON NONAVAILABILITY OF BRAND

Will not buy

13%

Switch to other
brand Postpone
16% purchase
44%
Go to other
shop
27%

INTERPRETATION
From the above table out of total respondents when the preferred brand is not available
16% of people switch to other brand but 44% of the respondents goes to other shop and
only a few Customers retain to stand apart and not to buy the oil in their lives.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.17

EFFECTIVENESS OF PRICE CHANGE ON BRAND IMAGE

EFFECTIVENESS RESPONDENTS PERCENTAGE

Yes 41 59%

No 29 41%

TOTAL 70 100%

FIGURE 4.17

EFFECTIVENESS OF PRICE CHANGE

Yes No

41

29

59% 41%

1 2

INTERPRETATION
From the above table average of 59% respondents are affected by the price change in the
green valley product. But a recognizable group of people about 41% remain unaffected
with the price change.

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 PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.18

DISCOMFORT ON USAGE OF GREEN VALLEY PRODUCT

FEEDBACK RESPONDENTS PERCENTAGE

Yes 20 29%

No 50 71%

Total 60 100%

FIGURE 4.18
USAGE DISCOMFORTNESS

No Yes

71%
2
29%

50
1
20

INTERPRETATION

From the above table 71% of users of the product doesn’t feel any type of discomfort in using
the product, it defines how much genuine the green valley coconut oil is.

PGDCMS 38 UNIVERSAL COLLEGE

PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.19

INFLUENCE OF ADVERTISING IN BRAND IMAGE

INFLUENCING RESPONDENTS PERCENTAGE

FACTOR
Agree 28
40%

Strongly agree 22 32%

Neutral 10 14%

Disagree 10 14%

Strongly disagree 0 0%

TOTAL 70 100%

FIGURE 4.19 ADVERTISEMENT INFLUENCE

Disagree Strongly
14% disagree
0%
Agree
Neutral
14% 40%

Strongly agree
32%

INTERPRETATION
From the above table 40% of respondents agrees and 32% strongly agrees that
advertisement is an essential factor and majority of people are responding that they can
have huge impact in brand image.

PGDCMS 39 UNIVERSAL COLLEGE

PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.20

CUSTOMER SATISFACTION ON SERVICES OF GREEN

VALLEY OILS

SATISFIED OR NOT RESPONDENTS PERCENTAGE

Yes 47 67%

No 23 33%

TOTAL 50 100%

FIGURE 4.20

CUSTOMER SATISFACTION ON SERVICES PROVIDED

No Yes

33%
2
67%

23
1
47

INTERPRETATION

From the above table 67 % of the respondents are very much satisfied with the services
provided by the Green Valley Coconut Oils. Only a 33% are dissatisfied with the services.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.21

SATISFACTION OF PACKAGING OF GREEN VALLEY COCONUT OILS

SATISFACTION LEVEL RESPONDENTS PERCENTAGE
Highly satisfied 42 60%

Satisfied 14 20%

Neutral 9 13%

Dissatisfied 5 7%

Highly dissatisfied 0 0%

TOTAL 70 100%

FIGURE 4.21

PACKAGING SATISFACTION
45
40
35
30
25
Series1
20
Series2
15
10
5
0
Highly Satisfied Neutral Dissatisfied Highly
satisfied dissatisfied

INTERPRETATION

From above table 60% of the respondents are highly satisfied with the packaging of the
Green Valley Coconut Oils and no one are dissatisfied with the packaging services. And
13% are responding neutral.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.22

SUGGESTION REGARDING RESPONDENTS WISH TO CHANGE

FACTOR TO CHANGE RESPONDENTS PERCENTAGE

Price discounts 34 49%

Quantity 17 24%

Advertisement 15 21%

Others 4 6%

TOTAL 70 100%

FIGURE 4.2

WISH TO CHANGE

Price discounts Quantity Advertisement Others

24%

21%
27%

49%
6%

INTERPRETATION

From above table about 49% of customers suggested change is to be expected in the price
discounts and 24% in advertising field to enhance the promotional activities.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.23

REMARKS ON GREEN VALLEY COCONUT OILS

REMARKS RESPONDENTS PERCENTAGE
Excellent 18 26%
Good 36 51%
Average 13 19%
Poor 3 4%
Very poor 0 0%
TOTAL 70 100%

FIGURE 4.23

REMARKS ON GREEN VALLEY COCONUT OILS

Poor Very poor
Average 4% 0%
19%

Excellent
26%

Good
51%

INTERPRETATION

From above table 51% of the respondents remarked as good when compared to other
coconut oils. This implies Green Valley Coconut Oils have competitive stand with other
products.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

TABLE 4.24

SUGGEST GREEN VALLEY TO OTHERS

DO SUGGEST RESPONDENTS PERCENTAGE

Yes 45 64%

No 25 36%

TOTAL 70 100%

FIGURE 4.24

SUGGEST TO OTHERS
Yes No

45

25

64% 36%

1 2

INTERPRETATION

From the above table about 64% of people are ready to suggest Green valley to others to
use them on their households.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

CHAPTER V

5.1 FINDINGS

1. Most of the respondents are falling to the age below 25.

2. Most of the respondents buy the product directly from nearby groceries shop.
But we can also see there is people who buy things via online mode also.
3. Green Valley Coconut oil has only less promotional activities so 96% of people
get to know about the product through word of mouth.
4. Majority of the respondents are purchasing below 1 litre.

5. About 74% consider quality as the most important influencing factor to buy the
Green Valley Coconut Oil
6. Most of the respondents say quality policy of Green valley is attaining great
advantage it keep its standard of excellence in quality in any means.
7. About 76% of respondents are agreeing that pricing policy is having a
competitive nature with respect to other substitutes.
8. About 55% of respondents kept apart amount of rupees 250 for their monthly
usage in buying the green valley coconut oil. Only small group of respondents
buy for a higher amount
9. Most of the respondents buy the product directly from nearby groceries shop.
But we can also see there is people who buy things via online mode also.
10. Green Valley Coconut oil has only less promotional activities so 96% of people
get to know about the product through word of mouth.
11. Majority of the respondents are purchasing below 1 litre.

12. About 74% consider quality as the most important influencing factor to buy the
Green Valley Coconut Oil
13. Most of the respondents say quality policy of Green valley is attaining great
advantage it keep its standard of excellence in quality in any means.

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PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

14. About 76% of respondents are agreeing that pricing policy is having a
competitive nature with respect to other substitutes.
15. About 55% of respondents kept apart amount of rupees 250 for their monthly
usage in buying the green valley coconut oil. Only small group of respondents
buy for a higher amount.
16. Out of total respondents when the preferred brand is not available 30% of people
switch to other brand but 42% of the respondents goes to other shop and only a
few customers retain to stand apart and not to buy the oil in their lives.
17. About 62% respondents are affected by the price change in the green valley
product. But a recognizable group of people about 38% remain unaffected with
the price change.
18. 100% of users of the product doesn’t feel any type of discomfort in using the
product, it defines how much genuine the green valley coconut oil is.
19. 74% of respondents agree and 24 % strongly agrees that advertisement is an
essential factor and majority of people are responding that they can have huge
impact in brand image.
20. Most of the respondents are very much satisfied with the services provided by
the Green Valley Coconut Oils.

21. About 68% of customers suggested change is to be expected in the price

discounts and 30% in advertising field to enhance the promotional activities.

22. Comparing to other products Green valley coconut oil is competitive and have
appreciable level of status in the locality.
23. Majority of customers are ready to suggest Green valley to others to use them
on their households.
24. Majority of the respondents are highly satisfied with the packaging of the Green
Valley Coconut Oils and no one are dissatisfied with the packaging services.

PGDCMS 46 UNIVERSAL COLLEGE

PROJECT REPORT 2024-25 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

CONCLUSION

In the changing economic scenario Green Valley coconut oil plays an important role in the
daily life of far more many households in and around people in Kanjirapuzha, Mannarkkad.
Thus the revelation of customer being the king has brought remarkable changes in
approaching customer and needs their buying behaviour.

Thus in order to be competitive in this modern world for Green valley coconut oil we can
see big fortunes in coming future by resolving the constraints and get actions to stand up
the challenges let the product bring innovations in may of our lives without directing the
chores of households.

PGDCMS 47 UNIVERSAL COLLEGE

PROJECT REPORT 2023-24 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

SUGGESSIONS
 To increase the sales promoonacvies on various ways.

 To improve the effectiveness of the advisement. To provide better service and

help line availability.

 To provide more attract: offers, it will help the sales.

 Introducing Green Valley to smaller outlets in rural areas.

 To increase the availability of online deliveries.

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PROJECT REPORT 2023-24 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

.
BIBLIOGRAPHY

Book Referred:

A VINOD “Marketing Management” Edition 2017,1996

Websites Referred:

 [Link]

 [Link]

 [Link]

[Link]


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PROJECT REPORT 2023-24 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

APPENDIX

QUESTIONNAIRE

1. Name:
2. Age
a) Below 25
b) 25-30
c) 31-45
d) Above 45
3. Gender
a) Male
b) Female
c) Others
4. What is your family income?
a) Below 5000
b) 5000-10000
c) 10000-15000
d) Above 15000
5. Which brand of oil are you consuming most?
a) Green Valley Coconut Oil
b) Sunflower Oil
c) Coco Organic
d) Sunflower Oil
6. Would you prefer single brand?
a) Yes
b) No

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PROJECT REPORT 2023-24 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

7. Are you regular customer of Green Valley coconut oil?

a) Yes
b) No
8. Which type of Green Valley coconut oil is preferred by you?
a) Conventional coconut oil
b) Organic coconut oil
9. Is the product readily available to you at any time?
a) Yes
b) No
10. What is your mode of buying Green Valley coconut oil?
a) Direct from shop
b) Online purchase
c) Retailers
d) Others
11. Source of knowledge about Green Valley coconut oil?
a) Word of mouth
b) Advertisement
c) Television
d) Others
12. What is the capacity of edible oil do you generally purchased?
a) Less than 1 litre
b) 1 litre
c) Less than 2 litre
d) Above 2 litre
13. Which factor influence you to buy the Green Valley product?
a) Price
b) Availability
c) Quality
d) Taste

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14. How is the quality policy of Green Valley coconut oil?

a) Excellent
b) Satisfactory
c) Good
d) Neutral
15. What did you think about the price of Green Valley coconut oil compared to the
price of other brands?
a) Competitive
b) Higher
c) Lower
d) Can’t say
16. How much do you spend for Green Valley Oil in a month?
a) Rs 250
b) Below 350
c) Rs 400
d) Above 500
17. What will you do if your preferred brand is not available currently?
a) Postpone purchase
b) Go to other shop
c) Switch to other brand
d) Will not buy
18. Will the price change affect your purchase of oil brand?
a) Yes
b) No
19. Do you feel any means of discomfort with the Green Valley Coconut Oil?
a) Yes
b) No

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PROJECT REPORT 2023-24 CONSUMER BUYING BEHAVIOUR ON GREEN VALLEY OILS

20. How come advertisement of a brand influences you?

a) Agree
b) Strongly agree
c) Neutral
d) Disagree
e) Strongly disagree
21. Are you satisfied with the services provided by Green Valley Oil Company?
a) Yes
b) No
22. How come you are satisfied with the packaging of Green Valley product?
a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly dissatisfied
23. Factor you wish to change in the affordability of Green Valley Oil?
a) Price discounts
b) Quantity
c) Advertisement
d) Others
24. If you have compared with similar products, how do you feel about the Green Valley
Coconut Oil?
a) Excellent
b) Good
25. Would you like to suggest Green Valley Coconut Oil to others?
a) Yes
b) No

53 UNIVERSAL COLLEGE