Consumer perception towards brands of sunflower oil in Buldhana District

Abstract

This study investigates consumer perception and purchasing behavior for sunflower oil brands in Buldhana district, Maharashtra. A structured survey of 60 consumers and multiple retailers was conducted to assess preferences, market share, satisfaction levels, and brand-switching tendencies. Results indicate that quality 53.33% and health benefits 33.33% are the primary determinants of brand preference. Gemini and Fortune emerged as the preferred brands, while Vinayaka held the largest retail market share 50.97%. Most consumers purchase 5-liter packs 73.33% and spend ₹5,000–₹10,000 annually on sunflower oil. Promotional offers 96.67%and product availability are major factors influencing purchase decisions, while 58.33% of consumers are willing to pay a premium for fortified oils. Regression analysis showed that frequency of purchase and monthly consumption significantly influence brand selection. The study concludes that improved packaging, better promotional offers, and increased availability are critical for enhancing brand loyalty.