A Study on the Brand Preference of Gingelly Oil – With Special Reference to Madurai City, Tamil Nadu

  • A Kumar Associate Professor and Head of the Department of Commerce, SMS College of Arts and Science, Perur, Coimbatore, Tamil Nadu, India https://orcid.org/0000-0001-9653-1532
  • P Soniya Assistant Professor of Commerce, SMS College of Arts and Science, Perur, Coimbatore, Tamil Nadu, India
  • M Amuthavalli Assistant Professor of Commerce, SMS College of Arts and Science, Perur, Coimbatore, Tamil Nadu, India
Keywords: Retailing, Agro-climatic Zones, Brand Strategy, National Brands

Abstract

India is fortunate in having a wide range of oilseeds crops grown in its different agro climatic zones. Groundnut, coconut, mustard, sesame and sunflower are the major traditionally cultivated oilseeds. Soyabean and sunflower oils are also considered as important one in the recent years. Coconuts the most important amongst the plantation crops. Efforts are being made to grow palm oil in Andhra Pradesh, Karnataka, Kerala, Tamil Nadu and Andaman and Nicobar Island. In addition oil seeds of tree and forest origin which grow mostly in tribal inhabited areas are also a significant source of oils.
Gingelly oil is one of the important oils which is mainly used in cooking. It is also called seasame oil. It is of vegetable origin and is obtained from seasame seeds by pressing. Cold-pressed seasame oil is light yellow, has a mild favour and is odourless. Hot-pressed seasame oil is darker and has a more pungent taste. India is the largest seasame – growing country. Seasame seeds are very commonly used in the religious rites of the Hindus indicating its domestication of the remote past.
Consumers are not able to understand which oil is good for their health. As a result, consumers prefers branded oils rather than unbranded oil. Even among the branded oils consumers prefers one brand to the other. Even though there are many edible oils, it is understood that a vast majority of the consumers in Tamil Nadu prefer only gingelly oil. Hence an attempt is made to study the brand preference of gingili oil.

Published
2022-07-01
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