CONSUMER PREFERENCE TOWARDS COOKING OIL WITH SPECIAL REFERENCE TO WEST DIVISION IN TAMILNADU

Consumer perception changes as the time changes. These changes are due to development in technology and new innovations. Today consumers gather more & more information on the brands that are offered in the market, and based on the information & knowledge they rank their preferences. This study was carried out in selected Districts of Tamilnadu to know the consumer inclination over the brand/unbranded edible oil. The study was elongated to reveal whether particular age group consumers prefer branded cooking oils or not, along with the attributes that play important role in motivating the consumer. For this study total 104 Samples were surveyed. These observations were analyzed with the help of Chi-square test & with simple percentage analysis. Among the sample it was observed that age group 26-35yrs prefer branded products. Health also considered to be an important parameter for the selection of cooking Oils. Finally it was concluded that, consumers prefer branded products over unbranded products of cooking Oils. Healthy cooking Oils are on priority for assortment on any brand of cooking oil than any other feature. This study region has major satisfied customers with reference to the brand they presently use.