Usage & Attitude Study on a Groundnut Oil Brand

Client

The client is a leading groundnut oil brand in South India.

Overview

The client aimed to gain deep insights into consumer behavior within the edible oil product category, as well as perceptions of their brand compared to competitors.

Approach

To address the client’s objectives, we designed a research methodology tailored for a Usage & Attitude Study, targeting regular consumers within the edible oil product category. Both quantitative and qualitative research methods were employed across seven districts in South India, including Chennai, Vellore, Trichy, Tirunelveli, Madurai, Erode, and Coimbatore.

Outcome

The study yielded comprehensive insights into consumer eating habits, factors influencing purchasing decisions, and brand perceptions within the edible oil product category.

Key Findings:

Consumption Patterns: The research revealed diverse consumption patterns among consumers, including frequency of use, preferred cooking methods, and types of dishes prepared using edible oil.

Purchase Decision Drivers: Factors such as price, quality, health considerations, brand reputation, and packaging emerged as significant influencers in consumers’ purchase decisions within the edible oil category.

Brand Perceptions: The study provided valuable insights into consumers’ perceptions of the client’s brand compared to competitors. Key attributes such as taste, aroma, purity, and health benefits were evaluated, shedding light on areas of strength and areas for improvement.

Regional Variances: Variations in consumer preferences and perceptions were observed across different regions, highlighting the importance of localized marketing strategies and product offerings.