Consumers’ Awareness and Buying Behaviour for Edible Oils in Surendranagar City of Gujarat

Description

Page: 292-296

Bhagirath Jesadiya, Vishal S. Thorat, Kuldeep Choudhary, and Surendra Kuthe (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Gujarat)

The demand for edible oil has seen significant growth over the years, driven by factors such as population growth, changing dietary preferences, urbanization, and increased awareness of healthy eating habits. Edible oil consumption is influenced by a combination of factors, including taste preferences, nutritional considerations, price, availability, brand reputation, and cultural influences. The present study aims to delve into various dimensions such as taste preferences, health consciousness, cultural norms, and price sensitivity to gain a comprehensive understanding of consumers’ decision-making processes. The study revealed that taste, health benefits, and nutritional value are primary considerations for consumers when purchasing edible oils. Brand name, advertisement influence, and product packaging also play significant roles in shaping consumer decisions. manufacturers should focus on education and awareness campaigns, promote product diversity, invest in branding and marketing strategies, strengthen retailer partnerships, and prioritize taste and quality.