Consumer Behaviour towards Cold Pressed Edible Oils in Hyderabad City of Telangana

Description

Page: 919-922

Kate Prathyusha, Swati Sharma, and Shalni Dash (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Gujarat)

This research paper explores consumer behaviour toward cold-pressed edible oils in Hyderabad, Telangana, based on a structured survey of 250 respondents. The study aims to understand consumer preferences, socio-economic characteristics, purchasing patterns, and the key factors influencing buying decisions within this expanding segment of health-conscious consumers. The findings reveal that the dominant consumer group consists of educated, urban, employed women aged 41-50, reflecting a demographic strongly aligned with natural and wellness-oriented dietary choices. Although awareness of the nutritional benefits of cold-pressed oils is on the rise, a considerable portion of consumers continues to favour refined oils, indicating diverse perceptions and limited market penetration for cold-pressed alternatives. Groundnut and sunflower oils emerged as the most commonly consumed varieties, with a clear preference for purchasing through online platforms and supermarkets, highlighting the increasing influence of digital and convenience-driven shopping behaviours. Consumption levels remain consistent, with a significant number of respondents reporting monthly usage exceeding four litres-signalling sustained and growing demand for cold-pressed oils in the urban market.