Brm Project

1. EXECUTIVE SUMMARY: “Another project!!!” --- Bizarre expressions loomed over the faces of all the students as this term was mentioned. However as the details of the project that was supposed to be a Business Research conveyed to us, we were all geared up to work on it. We were asked to form groups and get on with the research. The different research topics were given to all students and were to assign on first come first get basis, we decided to tap on some different kind of industry and after a lot of discussions and conflicting arguments we all agreed on “Ghee Industry”, keeping in mind its decreasing market share. Next comes the stage of submission of the “Research Proposal.” All of us worked relentlessly on the proposal as it was supposed to entail all that we were planning to do while conducting our research. As soon as the proposal got approved, we started on with the data collection. Since our project was using the technique of a quantitative research, data collection was quite a cumbersome task. Questionnaires were personally administered by the five of us at the various residential localities all over Lahore. To gain a better insight we conducted regular meetings of the groups & consulted our course instructor at every step and applied all that practically in the field. It was the most interesting stage as it gave us the chance of one to one communication with the ghee & oil consumers. Data collection was followed up by the data entry and analysis. Various analytical tools were applied and the findings were presented graphically and statistically to give a better understanding.

1

Another learning aspect of this research was the use of SPSS for the analysis, generating tables & cross tabulation. Getting duties assigned, conducting meetings in a professional environment, trying to meet our project requirements and adhering to the respective privacy of respondents simultaneously were some of the tactics that we mastered our skills on. As the research was taken forward more interest was mobilized and we were motivated to analyze the findings from more dimensions. Overall “How to increase the usage of ghee, a declining category in comparison with oil” has been a very interesting and a highly enriching experience.

2. BACKGROUND “Ghee” a very familiar thing to all of us, which has always been associated with health, strength and purity. A decade ago “ghee” was the most popular medium, which was used for cooking. There was no major competition against it, and all the social classes were using it. “ Desi Ghee” was being struck by packed branded ghee, the pioneer companies involved were Dalda, Sufi etc. In rural or sub urban areas unpacked ghee was in demand due to high prices of branded ghee and large pack sizes launched by them. Ghee has been used widely all over Pakistan since the country was established, but as we all know, the last decade which been the most growing decade in technology, medium, education and health. 2

Now ghee has lost its major share to oil. Day by day it is loosing its market position, especially in the urban areas of Pakistan. Previously ghee was used to cook every meal and it was part of life but now its use has also been limited t occasions and dishes. Now all ghee manufacturers have extended there business to oil manufacturing due to decline in ghee industry overall and increase in demand of oil.

3. INFORMATION SOUGHT As stated in the background section, Ghee is now not being used as it was previously in our society. It uses has been significantly dropped and limited to specific occasions & dishes. Ghee is now mostly used on special occasions or only for the dishes where it is concerned as a prerequisite for that dish or is a part of its recipe. So, a need for the research study to know the reasons to decline the usage of ghee exists. Therefore the research objective can be defined as “How to increase the usage of ghee, a declining category in comparison with oil”. The questionnaire has been designed to get information about current uses of ghee that will give us percentage of ghee users and different uses of it. It will also generate exact information about that how people are using it. The first section of

3

Questionnaire is composed of uses of ghee, which will identify the following: -

-

What people used to cook

-

Why ghee

-

Using ghee since when

-

Up till when ghee was used

-

Consumption period of ghee

-

Demand of ghee

-

Purchasing pattern of ghee

This section also includes questions to identify reasons to use ghee, when & how used, which will generate the following: -

For what purpose ghee is used.

-

Identify those special occasions & dishes.

Then later in the questionnaire ghee has been ranked on different attributes and significance level of each attribute with ghee, which will generate the following: -

Taste rating

-

Aroma rating

-

Purity preference

-

Nutrition rating

-

Packaging rating

4

After doing this section some of the emphasis was given to know the usage of oil, so that it can be identified why ghee is loosing its sales to oil. This will generate following information: -

Difference in ghee & oil uses

-

Why oil is preferred

-

When & why people switched to oil

-

Which attribute are factors of oil success and ghee’s gradual decline.

In the end we can have tried to generate information about consumer perception, which has great significance and reflects the buying decisions of customers. These questions are open ended will generate the following: -

Ghee persona

-

How consumers think about ghee

-

How they perceive ghee

-

Have ghee manufacturers been able to make positive strong perception

-

Are they aware of the negative perceptions

-

Identify the suitable position for ghee, so that its sales can be improved.

5

All these questions combined together will help identify the following in the below mentioned order: -

Previous uses

-

Current uses

-

Reasons to use

-

Reasons to switch

-

Reasons of declining sales

-

Weak areas

-

Strong areas

-

Future threats

-

Areas of opportunities targeted for future decisions

-

Areas to concentrate on to increase sales of ghee eventually.

6

4. RESEARCH DESIGN The research will be quantitative and ad-hoc in its type and the data will be collected via field survey. 4.1. Target respondent Target respondents will be females (DMUs), SEC A, B & C, age ranging from 20 to 50 years. 4.2. Sample design Universe The universe can be defined as “All household users of branded ghee and cooking oil in Lahore” Sampling type The sampling technique used here will be disproportionate stratifies random sampling. The stratification will be done on the following basis -

age

-

SEC

7

4.3. 0 Age / SEC 20 – 30yrs 31 – 40 yrs 41 – 50yrs Total

A 13 14 13 40

B 12 11 12 35

C 10 10 10 30

Total 35 35 35 105

4.4. Recruitment criteria Not working in Marketing, sales and advertising (none of the douse hold member) The respondent should be the DMU for ghee or oil used in the household for cooking purposes 4.5. Substitution procedure In case of getting no response from the respondent for the three consecutive days, the respondent will be replaced with another respondent who will fall in the recruitment criteria and will belong to the neighborhood of the non responded respondent.

8

5. RESEARCH FINDINGS 5.1. Analysis of the Findings The research after being conducted reveals the results that show the consumption pattern of the ghee users, their percentage, different uses and what are their preferences nowadays. Ghee is now not being used as it was previously in our society. It uses has been significantly dropped and limited to specific occasions & dishes. Ghee is now mostly used on special occasions or only for the dishes where it is concerned as a prerequisite for that dish or is a part of its recipe. The emerging trend of using oil has rapidly taken over the major market share as it is considered to be most healthy and better then using the traditional ghee. Some families still prefer to use ghee but their number is also declining. People have made oil as the primary object for cooking purposes and it is being preferred mostly in all the areas of Pakistan. Through proper and in depth analysis of the results it has been concluded that Ghee is now not being used as it was previously in our society. People have changed their lifestyles, which have immensely influenced their choices, and they have included oil in their daily cooking. Most of the people’s response in Figure 8.1 suggests that they like using ghee as well as oil as a cooking medium. A very interesting thing that was revealed in the analysis was that most people have been have using ghee for more than ten years which shows that 9

ghee has been with them since long and people still trust in their age old choice. The people who were included in this research showed that ghee is quite frequently used in their daily cooking, as most of the respondents had used it a day before, so the frequency of usage is quite high but the quantity used is not that much because it is not mainly used for cooking daily meals. Table 7.22 shows that ghee is either only used to put “Tardka on karee” or to make parathas, choori & halwa, which does not involve significant amount of ghee consumption because these dishes are not made on regular basis. Not keeping a specific ghee brand in mind the results still reveal that people mostly like to purchase 5 kg packs which is basically on monthly basis so it shows that people are still fond of using and buying ghee as a preferred medium for the cooking purposes along with the purchase of oil. Figure8.4 shows the demand of different skus of ghee, which supports this argument. So here is some hope or opportunities, which can be used to increase the sales of Ghee. Addressing to the next section that deals with the reasons why people use ghee and what are the reasons they have not shifted to a different medium. This section also addresses to the question of when and for what the ghee is being consumed. Previously ghee was considered as an integral part of our daily routine lives, it was used on the daily bases for cooking regular dishes, but the analysis shows that as the times have changed so has the preferences and the purpose

10

of using ghee. Table 7.22 shows that now days the trends have changed and people mostly use ghee for the purpose of cooking special dishes and not for the daily cooking. It is also true that some families are still using ghee for the purpose of daily usage but their number is not as high as people who use it for cooking special dishes and this number seems to be declining. While in comparison as we can see in table 7.31 that oil consumption is on rise and more educated people prefer to use only oil, they don’t even fall in conjunction users. As the purpose of using ghee has changed so has the choice. People now like to make different dishes with ghee rather than cooking ordinary and daily food. People want variation so to adopt that variation in dishes they use ghee for mostly making PARATHAS. This shows that to bring a hint of the traditional taste people still want to use ghee in making parathas followed by tardaka on “daals” and for the purpose of making halwas. This shift in the usage of ghee shows the demand of customers and their preferences. A very important and insightful thing that is revealed through this research is that people has restricted the usage of ghee to certain occasions and festivals. Rather than using ghee on daily bases people mostly prefer to use it when they arrange family gatherings. People mostly like to use ghee on family gatherings followed by family get together. This reveals the fact that the association of ghee is being restricted to occasion’s rather then intimate and personal family life. Attributes are considered to be very important among the people today. Attributes help in developing band association as well as band recognition 11

and brand loyalty. People focus on the attributes in relation to the product and rate it according to that. This objective approach helps in making purchase decisions and developing a consumption pattern. The third section of the research focuses on the attributes of ghee and how people prefer certain attributes to others and how they give weight age to them. Talking about food people like to eat food that tastes and smells good as well as which is presented in a good way. Ghee plays a major role in making the food delicious as well as making it smell tempting. Table 7.20 reveals that most people who use and buy ghee would consider taste as the most important attribute. Taste is considered to be the thing which people keep into consideration while choosing ghee. Followed by that the aroma of the food is considered to be the second preferred attribute of ghee. While rating the importance of the attributes, people responded in a very conscious manner. As taste is considered as the most important attribute, while making their choice people consider taste to be more important in preference. Going for the smell of the food, which is aroma; people give it the same rating as taste, which is more important. As far as the purity is concerned people in their preference consider it to be neither important nor this important. People who prefer the nutrition level of ghee give it more importance in ratings. Lastly packaging, people who give prefer ghee on the attribute of packaging give it a moderate rating which is neither important nor this important that means that they are concerned with the product not

12

the packaging and that now oil and ghee packaging are more or less quite similar. The table 7.22 supports the findings. These rating indicate that the preference on attributes varies from person to person because people give weight age to one attribute more then the other. So now from these attributes section new opportunities for future ghee positioning can be determined. Going for the cross tabulation analysis, while comparing the educational level of the respondent and the cooking medium for daily meals it was clearly revealed that with the increase in educational level the awareness and usage of oil also increases. The table 7.32 supports this analysis and shows that the preference and consumption of oil is greatest for the postgraduates, which is 21%. This indicates that as people are becoming more educated they are going more towards the use of oil and letting go of using ghee. To analyze the consumption pattern of the respondents, while comparing the average size used by them and the average pack life it is clearly identified that on a monthly bases the pack, which is mostly used by the ghee consumers, is a 5 kg pack. As the average life of the pack mostly is one month, people think that the 5 kg pack of ghee is most convenient as it fulfills the requirements effectively per month, but oil is consumed more in comparison to ghee. To further analyze the consumption and purchase pattern of the consumers we will analyze the average size mostly used and the frequency of purchase. The table 7.4 provides us with an in-depth insight that mostly people prefer 13

to purchase the 5 kg pack on monthly basis. Referring to the average life of the pack one month seems to be the most suited time for most of the households for the purchasing of ghee packs. As it seems to be economical and fulfills there needs. To understand the purpose of using ghee as a cooking medium, we will compare the purpose of using ghee and the units purchased at a time. This information in table 7.29 reveals that as the as the use of ghee as a medium of cooking daily foods is reducing so is the number of units purchased. Now day’s ghee is mostly used for the purpose of preparing special dishes so its consumption is reducing. So as ghee is affiliated to cooking of special dishes the number of units purchased at a time is reduced to one that means that on a monthly bases only one pack of ghee is consumed by a family and mostly for the purpose of cooking special dishes rather then for daily purposes. To analyze the data we cross tabulated the variables of monthly household income and the size of the pack purchased. The information in table 7.30 revealed the fact that the people earning a monthly household salary of Rs. 50,000 to 70,000 mostly consume the 5 kg pack of ghee this shows that the use of 5 kg of ghee is mostly by people belonging to B+. This shows that as the monthly income increases the consumption pattern for the ghee decreases. The use of oil is also characterized as a status symbol and people take that into consideration while making their purchase decision. As information gathered in the table 7.25 many facts has been identified as important reasons for switching to oil from ghee usage. One of the major factors is the “Low cholesterol” that is a prominent feature of the product 14

category. This attribute is one key reason for the increasing preference of cooking oil over ghee. The other two interrelated attributes are the “health factor” and the “transparency factor” found in cooking oil. The other identified reasons for increasing usage of oil are the purity and ease of use. So over all it can be concluded that the replacement of oil in place of ghee as cooking medium for daily meals is mainly because of the low level of cholesterol in oil. Another interesting fact found in the study is related to the time when respondents switched to oil from ghee or started using oil with a conjunction use to oil. It is clear from the figure # that respondents who are using oil in comparison to oil are using it for the time more than 10 years. And there is a relatively increasing trend in switching of oil from ghee as one move from 5 years time period to 1 year. This shows the increasing awareness of the respondents about their health as well as it shows the brand loyalty found in the oil users. As talking about the preference reasons of oil over ghee, a rating of attributes of oil was asked from respondents in comparison with oil. It was found that out of total oil users 34.5% prefer oil due to the reason that it contains low level of cholesterol (table 7.25). The other 18%, 15% and 14% prefer it for taste, purity and nutrition respectively. This supporting data to the rational of using oil in preference to oil clearly states that now respondents want their daily meals to be more healthy rather than fattening. As we proceed towards knowing the perception of ghee in the eyes of targeted respondents, it has been shown that mostly respondents has very negative perception of ghee, with respect to its product attributes and brand personality. As in it’s better to explain in their words, e.g. ghee has 15

-

Fattening ingredient

-

high cholesterol

-

strong link with cardiac problems

-

Obesity factor and that’s why not good for health especially for kids

-

Stickiness and “ghee made” dishes are not easily digestible

Similarly, talking about the so called brand personality of “ghee”, the general consensus of the majority of the respondents can be defined as Ghee is a fat, short highted, middle aged man. Who looked more of a rural area person with dark complexion. But at the same time many respondents rate ghee as important reason for good health and internal strength of body. They also commented that ghee gives a special aroma to meals and makes it more tasty and nutritious. But ratio of these “positive perception” respondents is very low. Examining the positive personality image of ghee, where many respondents were grading it as a rural not very educated man, there some of them perceived ghee as young, active and energetic person who is very caring, strong and muscular. This positive image opens many new opportunities for ghee manufacturers to promote and build their brands by associating the attributes of strength and health with ghee.

16

5.2. The Final Conclusion While concluding the whole analysis the major results can be summarized as -

The major reason for using the ghee, found in respondents is that ghee adds taste and aroma to the cooked food that makes it delicious, As compare to major reason for using oil, low level of cholesterol (table 7.25 & 7.20 So it can be concluded that at least ghee manufacturers can promote and position the product category on the variables like “taste adding ability” and good aroma. Intelligently utilized these variables can help restrain the further decrease in the usage of ghee.

-

There exist a strong relationship between the income level and pack size of ghee usually bought for usage (table 7.26). The relationship is very much positively correlated. Another related observation is the relationship between pack size bought and the purchase frequency. It can be concluded that on average respondents used to consume 5 to 8 kg per month. That shows the consumption pattern for ghee.

-

Out of total respondents 51.4% use both ghee and oil as cooking medium, 39% use oil and the remaining 9.5% use only oil as cooking medium (table 7.1). This observation shows that majority of respondents are keen towards conjunction usage of ghee and oil, but at the same time the threatening increase in the number of only oil users is alarming for ghee manufacturers. It shows that more respondents are using oil for cooking their daily meals but 17

they are using ghee for making special dishes or use for special occasion (table 7.22 & 7.23). The tables mentioned here shows that those respondents who are using only ghee or both ghee and oil prefer using ghee for making parathas (40.8%), tardka (28.2%), halwa (22.2%) and choori (8.5%). A very few number of respondents mentioned that they like to make “khitchri” for their kids with ghee. Similarly proposed and preferred occasion for increasing the usage of ghee are family gatherings (64.7%) and formal get together (23.5%) -

There are many reasons for decline in the usage of ghee in comparison to oil. The key factor is the different level of cholesterol in ghee and oil. At the moment DMUs or housewives are very much aware of the harmful effect of the cholesterol over the health of adults and children. There is a strong relationship found in the education of the housewives and their perception and switching attitude of the ghee (table 7.26). It has been shown in the table # that as the respondent become more educated her preference towards usage of oil start increasing.

-

Most of the respondents stated that they perceive “ghee” to have a very negative image that it is not good for health and cause cardiac problems. This negative image is further associated with the poor personality of the product category. This clearly proves that ghee manufacturers has been unsuccessful in defining the right kind of positioning for ghee and developing the positive perception in the minds of 18

the target customers. Another interrelated conclusion that can be drawn is that ghee manufacturers remain unable to take apace with the changing preference of the target market, and this is because they are facing such lose of positive image.

5.3. Suggestions The conclusions drawn from the research study “How to increase usage of Ghee? A declining category in comparison with Oil”, lead to certain suggestions that may prove to be helpful in meeting the research objective. -

The declining usage of ghee can be improved by making the target market convinced about the benefits of using ghee. This can be done via an effective promotion campaign to make customers realize that ghee is not as harmful for health as it has been perceived by most of them. But ghee also has many positive points that may provide good health and can add taste to food.

-

Increasing the “usage occasion” can be a beneficial tactic for ghee manufacturers. As previously explained mostly respondents who use both ghee and cooking oil as cooking medium, use ghee for making special dishes on specific occasions and use oil to make daily meals. This opportunity 19

can be availed by promoting the key uses of ghee other than for daily meals. For example, an aggressive advertising campaign can be developed that will promote the major usage occasions for ghee and in away make people consciously aware at what specific events they can use ghee or in other words they should use ghee as cooking medium. This proposed way will help in improving the sharply declining usage of ghee. -

Ghee manufacturers have to take some affirmative actions to rebuilt and promote the positive perception of ghee in the minds of target customers. A positive image of brand is always good for the health of the product category. As it is very much clear that most of the respondents perceive ghee as a fattening ingredient to food and don’t take into consideration the advantages of using ghee. This is mainly because of the poor perception. Finally, the right step at the moment will be to establish an encouraging brand personality for ghee that may help in the creating and maintaining the brand loyalty.

-

Ghee manufacturers can come up with a promotional scheme in which they can encourage purchase of the different pack sizes of the ghee by offering price discounts and price packs.

20

6. APPENDIX A 6.1. Research Questionnaire Assalam-o-Alikum, my name is _____________. I am student of the National University of Modern Languages. We are conducting a survey to gather and interpret the information related to decrease in the usage of ghee in comparison with oil. We will highly appreciate your participation in this regard. Screening questions Q 1. Name of the chief wage earner _______________________________ Q 2. Occupation of Chief Wage earner Unskilled Worker Petty trader Skilled Worker Non-Executive Staff member Supervisor Small Shopkeeper Lower/Middle Officer/ Executive Professional (Self Emp. Or service) Medium Businessman Senior Executive/ Officer Large Biz. man/ Factory Owner

Education of chief wage earner Illiterate Less than 5-9 Class Primary E2 E2 E1 E2 E2 E1 E2 E2 E1 E2 E2 D D D C D D C D D C B B A2 A2 A2 B B A2 A2 A2 A2 A2

Matric

F.A

Graduate

E1 E1 D D C C C A2 A2 A2 A1

D D D D B B B A2 A2 A1 A1

D C C C B B B A1 A1 A1 A1

Post Graduate C C C C B A2 A2 A1 A1 A1 A1

Q 3. Respondent’s relation to Chief wage earner 1. 2. 3. 4. 5.

Wife Daughter Mother Sister Other (Please specify)___________

Q 4. How many family members are there in your household and what are their age and gender starting from the youngest?

Q 5. Do you have a close relative working in a ghee or oil manufacturing company, advertising agency or research firm? 1. Yes 2. No

[quit the interview] [continue]

21

Q 6. Have you participated in any research activity during the last 2 months? 1. Yes 2. No

[quit the interview] [continue]

Classification questions Q 7. Marital status 1. Married 2. unmarried Q 8. Educational level 1. 2. 3. 4. 5.

Matric Intermediate Graduate Post Graduate Other (please specify) ______________

Q 9. Occupation 1. 2. 3. 4.

Housewife Student Professional Other (please specify) ______________

Q 10. Monthly household income (in rupees) 1. 2. 3. 4. 5. 6. 7. 8.

less than 15,000 15,001 – 30,000 30,001 – 50,000 50,001 – 70,000 70,001 – 100,000 100,001 – 1,50,000 1,50,001 – 2,00,000 2,00,001 or above

22

Q 11. What do you use mostly for cooking daily meals? 1. only ghee 2. only oil 3. both ghee and oil

[go to Q 12] [go to Q 29] [go to Q 12]

Q 12. Why do you use ghee for cooking? 1. 2. 3. 4.

its healthy its pure it adds taste to the food other (please specify) _____________

Q 13. For how long have you been using ghee? 1. 2. 3. 4. 5. 6. 7.

less than 6 months more than 6 months 1 year more than 1 year 5 years more than 5 years more than 10 years

Q 14. When was the last time you used ghee? 1. 2. 3. 4. 5. 6. 7.

1 day go 2 days ago 1 week ago 2 weeks ago 1 month ago more than 1 month ago other (please specify) _____________

Q 15. Which pack size you usually buy? 1. 2. 3. 4. 5. 6.

250 grams 500 grams 1 kg 2.5 kg 5 kg 10 kg

23

Q 16. How many days does it last? 1. 2. 3. 4. 5. 6. 7.

less than a week 1 week more than 1 week more than 2 weeks 1 month more than 1 month other (please specify) _____________

Q 17. How often you buy? 1. 2. 3. 4.

daily weekly every two weeks monthly

Q 18. How many units you purchase at a time? 1. 2. 3. 4. 5. 6.

1 2 3 4 5 more than 5

Q 19. For what purposes you mostly use ghee? 1. 2. 3. 4.

for cooking daily meals [go to Q 22] for cooking special dishes [go to Q 20] at special occasions [go to Q 21] Other (please specify) ________________

Q20. If for Special Dishes then specify 1. 2. 3. 4. 5.

Parathas Halwaas Choori for Tarka purposes Others (please specify) _______________ [go to Q 22]

24

Q 21. If ‘occasionally’ then for what occasion? 1. 2. 3. 4. 5.

Basant Islamic Festival Family Gatherings Formal Get together others(please specify)_________________ [go to Q 22]

Q 22. On which attributes do you prefer ghee in comparison with oil? 1. 2. 3. 4. 5. 6.

Taste Aroma Purity Nutrition Packaging Other (please specify) ___________________ Q 23. If taste

[go to Q 23] [go to Q 24] [go to Q 25] [go to Q 26] [go to Q 27] [go to Q 28]

|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 24. If aroma |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 25. If purity |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 26. If nutrition |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important

25

Q 27. If packaging |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 28. If ______________ |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important (Note: “only ghee users” and “both ghee and oil users” go to Q. 39 ) Q 29. Why do you use oil? 1. 2. 3. 4. 5. 6. 7.

its healthy its transparent easy to use its pure low cholesterol it adds taste to the food Other (please specify) _____________

Q 30. For how long have you been using oil? 1. 2. 3. 4. 5. 6. 7.

less than 6 months more than 6 months 1 year more than 1 year 5 years more than 5 years more than 10 years

Q 31. On which attributes do you prefer oil in comparison with ghee? 1. 2. 3. 4. 5. 6.

Taste Low cholesterol Purity Nutrition Packaging Transparency

[go to Q 32] [go to Q 33] [go to Q 34] [go to Q 35] [go to Q 36] [go to Q 37]

26

7. Other (please specify) __________________________ Q 32. If taste

[go to Q 38]

|----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 33. If it has low cholesterol |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 34. If purity |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 35. If nutrition |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 36. If packaging |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 37. If transparency |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important

27

Q 38. If ______________ |----------------------|------------------------|-------------------------|-------------------------| 1 2 3 4 5 Least Extremely Important Important Q 39. What product attributes comes to your mind when you think of “ghee”?

Q 40. What image comes to your mind when you think of “ghee”?

28

7. APPENDIX B FREQUENCY TABLES TABLE 7.1. Cooking medium for daily me als

Valid

Frequency

Percent

Valid Percent

only ghee

10

9.5

9.5

9.5

only oil

41

39.0

39.0

48.6

both ghee & oil

54

51.4

51.4

100.0

105

100.0

100.0

Total

Cumulativ e Percent

TABLE 7.2. For how long hav e you be e n using ghe e ?

Valid

Missing Total

Frequency

Percent

Valid Percent

Cumulativ e Percent

< than 6 months

1

1.0

1.6

1.6

one year

1

1.0

1.6

3.1

> than one year

1

1.0

1.6

4.7

Five years

3

2.9

4.7

9.4

> than 5 years

6

5.7

9.4

18.8

> than 10 years

52

49.5

81.3

100.0

Total

64

61.0

100.0

System

41

39.0

105

100.0

29

TABLE 7.3.

Whe n was the last time you use d ghe e ?

Valid

Missing

Frequency

Percent

Valid Percent

one day ago

30

28.6

46.9

46.9

two day ago

15

14.3

23.4

70.3

one week ago

8

7.6

12.5

82.8

two weeks ago

2

1.9

3.1

85.9

> than 1 month ago

4

3.8

6.3

92.2

other

5

4.8

7.8

100.0

Total

64

61.0

100.0

System

41

39.0

105

100.0

Total

Cumulativ e Percent

TABLE 7.4. which pack size do you usually buy?

Valid

Frequency

Percent

Valid Percent

Cumulativ e Percent

250gms

3

2.9

4.7

4.7

500gms

5

4.8

7.8

12.5

one kg

13

12.4

20.3

32.8

8

7.6

12.5

45.3

five kg

27

25.7

42.2

87.5

ten kg

8

7.6

12.5

100.0

Total

64

61.0

100.0

System

41

39.0

105

100.0

2.5kg

Missing Total

30

TABLE7.5. Whe n was the last time you use d ghe e ?

Valid

Missing

Frequency

Percent

Valid Percent

one day ago

30

28.6

46.9

46.9

two day ago

15

14.3

23.4

70.3

one week ago

8

7.6

12.5

82.8

two weeks ago

2

1.9

3.1

85.9

> than 1 month ago

4

3.8

6.3

92.2

other

5

4.8

7.8

100.0

Total

64

61.0

100.0

System

41

39.0

105

100.0

Total

Cumulativ e Percent

TABLE 7.6. Purchase Fre que ncy

Valid

Missing Total

Frequency

Percent

Valid Percent

7

6.7

10.9

10.9

every two weeks

12

11.4

18.8

29.7

monthly

45

42.9

70.3

100.0

Total

64

61.0

100.0

System

41

39.0

105

100.0

weekly

Cumulativ e Percent

31

TABLE 7.7. For what purpose s you mostly use ghe e ?

Valid

Missing

Frequency

Percent

Valid Percent

for cooking daily meals

24

22.9

37.5

37.5

for cooking special dishes

33

31.4

51.6

89.1

at special occassions

6

5.7

9.4

98.4

others

1

1.0

1.6

100.0

Total

64

61.0

100.0

System

41

39.0

105

100.0

Total

Cumulativ e Percent

TABLE 7.8. If pre fe r ghe e on taste , how important it is?

Valid

Missing Total

Frequency

Percent

Valid Percent

Cumulativ e Percent

least important

1

1.0

1.5

1.5

less important

1

1.0

1.5

3.0

nor important neighter dis important

5

4.8

7.5

10.4

more important

40

38.1

59.7

70.1

extremely important

20

19.0

29.9

100.0

Total

67

63.8

100.0

System

38

36.2

105

100.0

32

TABLE 7.9. If pre fe r ghe e due to aroma, how important its is?

Valid

Missing

Frequency

Percent

Valid Percent

less important

3

2.9

4.5

4.5

nor important neighter dis important

13

12.4

19.7

24.2

more important

38

36.2

57.6

81.8

extremely important

12

11.4

18.2

100.0

Total

66

62.9

100.0

System

39

37.1

105

100.0

Total

Cumulativ e Percent

TABLE 7.10. If pre fe r ghe e on purity, how important it is?

Valid

Missing Total

Frequency

Percent

Valid Percent

Cumulativ e Percent

least important

2

1.9

3.0

3.0

less important

7

6.7

10.4

13.4

nor important neighter dis important

25

23.8

37.3

50.7

more important

17

16.2

25.4

76.1

extremely important

16

15.2

23.9

100.0

Total

67

63.8

100.0

System

38

36.2

105

100.0

33

TABLE 7.11. If pre fe r ghe e on nutrition le v e l, how important it is?

Valid

Missing

Frequency

Percent

Valid Percent

least important

3

2.9

4.5

4.5

less important

2

1.9

3.0

7.5

nor important neighter dis important

17

16.2

25.4

32.8

more important

29

27.6

43.3

76.1

extremely important

16

15.2

23.9

100.0

Total

67

63.8

100.0

System

38

36.2

105

100.0

Total

Cumulativ e Percent

TABLE 7.12. If pre fe r ghe e on packaging, how important it is?

Valid

Frequency

Percent

Valid Percent

least important

2

1.9

3.1

3.1

less important

10

9.5

15.4

18.5

nor important neither dis important

33

31.4

50.8

69.2

more important

17

16.2

26.2

95.4

3

2.9

4.6

100.0

Total

65

61.9

100.0

System

40

38.1

105

100.0

extremely important Missing Total

Cumulativ e Percent

34

TABLE 7.13. For how long hav e you be e n using oil?

Valid

Missing

Frequency

Percent

Valid Percent

one year

3

2.9

7.1

7.1

more than one year

1

1.0

2.4

9.5

five years

2

1.9

4.8

14.3

more than 5 years

9

8.6

21.4

35.7

more than 10 years

27

25.7

64.3

100.0

Total

42

40.0

100.0

System

63

60.0

105

100.0

Total

Cumulativ e Percent

TABLE 7.14.

If prefer oil on taste, how important it is?

Valid

Frequency

Percent

Valid Percent

Cumulativ e Percent

less important

1

1.0

2.6

2.6

nor important neither disimportant

12

11.4

31.6

34.2

more important

19

18.1

50.0

84.2

6

5.7

15.8

100.0

Total

38

36.2

100.0

System

67

63.8

105

100.0

extremely important Missing Total

35

TABLE 7.15. If pre fe r oil due to low chole strol le v e l, how important it is?

Valid

Missing

Frequency

Percent

Valid Percent

less important

1

1.0

2.6

2.6

nor important neither dis important

2

1.9

5.1

7.7

more important

12

11.4

30.8

38.5

extremely important

24

22.9

61.5

100.0

Total

39

37.1

100.0

System

66

62.9

105

100.0

Total

Cumulativ e Percent

TABLE 7.16. If pre fe r oil on purity, how important it is?

Valid

Frequency

Percent

Valid Percent

less important

3

2.9

7.7

7.7

nor important neither dis important

14

13.3

35.9

43.6

more important

15

14.3

38.5

82.1

7

6.7

17.9

100.0

Total

39

37.1

100.0

System

66

62.9

105

100.0

extremely important Missing Total

Cumulativ e Percent

36

TABLE 7.17.

If prefer oil on Nutrition level, how important it is?

Valid

Frequency

Percent

Valid Percent

least important

1

1.0

2.6

2.6

less important

3

2.9

7.9

10.5

nor important neither dis important

12

11.4

31.6

42.1

more imortant

18

17.1

47.4

89.5

4

3.8

10.5

100.0

Total

38

36.2

100.0

System

67

63.8

105

100.0

extremely important Missing Total

Cumulativ e Percent

TABLE 7.18

If prefer oil on packaging, how important it is?

Valid

Frequency

Percent

Valid Percent

least important

1

1.0

2.6

2.6

less important

3

2.9

7.7

10.3

nor important neither dis important

14

13.3

35.9

46.2

more imortant

12

11.4

30.8

76.9

9

8.6

23.1

100.0

Total

39

37.1

100.0

System

66

62.9

105

100.0

extremely important Missing Total

Cumulativ e Percent

37

TABLE 7.19.

If prefer oil on its transparency, how important it is?

Valid

Frequency

Percent

Valid Percent

nor important neither dis important

15

14.3

39.5

39.5

more imortant

14

13.3

36.8

76.3

9

8.6

23.7

100.0

Total

38

36.2

100.0

System

67

63.8

105

100.0

extremely important Missing Total

Cumulativ e Percent

38

TABLE 7.20. Group $REAGH

Reasons for using ghee Pct of

Pct of Category label Cases

Count

1

28

34.6

2

12

14.8

3

41

50.6

-------

-----

81

100.0

its healthy 43.1 its pure 18.5 it adds taste to food 63.1

Code

-----

Total responses

Responses

124.6 40 missing cases;

65 valid cases

TABLE 7.21.

Group $ATTOIL

Preffered attributes of oil Pct of

Pct of Category label Cases taste 42.9 low cholestrol 90.5 Purity 35.7 Nutrition 33.3 Packaging 31.0 Transparency 28.6 ----261.9 63 missing cases;

Code

Count

1

18

16.4

2

38

34.5

3

15

13.6

4

14

12.7

5

13

11.8

6

12

10.9

-------

-----

110

100.0

Total responses

Responses

42 valid cases

39

TABLE 7.22. Group $DISHES Special dishes of ghee Pct of Category label Cases Parathas 82.9 Halwas 45.7 Choori 17.1 for tardka purpose 57.1

Pct of Code

Count

1

29

40.8

2

16

22.5

3

6

8.5

4

20

28.2

-------

-----

71

100.0

----Total responses

202.9 70 missing cases;

Responses

35 valid cases

TABLE 7.23.

Group $OCASION

Occasional uses of ghee Pct of

Pct of Category label Cases Basant 9.1 Islamic Festival 9.1 Family Gatherings 100.0 Formal get together 36.4

Code

Count

1

1

5.9

2

1

5.9

3

11

64.7

4

4

23.5

-------

-----

17

100.0

----Total responses

154.5 94 missing cases;

Responses

11 valid cases

40

TABLE 7.24. Group $ATTGHEE

Preffered attributes of ghee Pct of

Pct of Category label Cases Taste 85.9 Aroma 62.5 Purity 45.3 Nutrition 56.3 Packaging 39.1 Others 3.1

Code

Count

1

55

29.4

2

40

21.4

3

29

15.5

4

36

19.3

5

25

13.4

6

2

1.1

-------

-----

187

100.0

----Total responses

292.2 41 missing cases;

Responses

64 valid cases

TABLE 7.25.

Group $REAOIL

Reasons for using oil

Pct of Category label Cases its healthy 45.2 its transparent 28.6 easy to use 19.0 its pure 11.9 low cholestrol 54.8 it adds taste to the food 14.3

Pct of Code

Count

Responses

1

19

25.7

2

12

16.2

3

8

10.8

4

5

6.8

5

23

31.1

6

6

8.1

41

others 2.4

7

----Total responses

176.2 63 missing cases;

1

1.4

-------

-----

74

100.0

42 valid cases

42

TABLE 7.26. Educational level of respondent * Cooking medium for daily meals Crosstabulation

Chi-Square Tests

Value

Asymp. Sig. (2-sided)

df

Pearson Chi-Square

10.880a

6

.092

Likelihood Ratio

10.202

6

.116

Linear-by-Linear Association

.006

1

.937

N of Valid Cases

105

a. 5 cells (41.7%) have expected count less than 5. The minimum expected count is 1.05.

43

Educational level of respondent * Cooking medium for daily meals Crosstabulation Cooking medium for daily meals

Educational level of respondent

Matric

only ghee

only oil

both ghee & oil

1

5

5

11

1.0

4.3

5.7

11.0

% within Educational level of respondent

9.1%

45.5%

45.5%

100.0%

% within Cooking medium for daily meals

10.0%

12.2%

9.3%

10.5%

1.0%

4.8%

4.8%

10.5%

3

4

6

13

1.2

5.1

6.7

13.0

% within Educational level of respondent

23.1%

30.8%

46.2%

100.0%

% within Cooking medium for daily meals

30.0%

9.8%

11.1%

12.4%

2.9%

3.8%

5.7%

12.4%

3

10

27

40

3.8

15.6

20.6

40.0

% within Educational level of respondent

7.5%

25.0%

67.5%

100.0%

% within Cooking medium for daily meals

30.0%

24.4%

50.0%

38.1%

2.9%

9.5%

25.7%

38.1%

3

22

16

41

3.9

16.0

21.1

41.0

% within Educational level of respondent

7.3%

53.7%

39.0%

100.0%

% within Cooking medium for daily meals

30.0%

53.7%

29.6%

39.0%

2.9%

21.0%

15.2%

39.0%

10

41

54

105

Expected Count

10.0

41.0

54.0

105.0

% within Educational level of respondent

9.5%

39.0%

51.4%

100.0%

100.0%

100.0%

100.0%

100.0%

Count Expected Count

% of Total Intermediate

Count Expected Count

% of Total Graduate

Count Expected Count

% of Total Post graduate Count Expected Count

% of Total Total

Count

% within Cooking medium for daily

44

Total

TABLE 7.27. Which pack size do you usually buy? * Average pack life

Case Processing Summary Cases Valid N

Missing

Percent

N

Percent

Total N

Percent

which pack size do you usually buy? * Average pack life

64

61.0%

41

39.0%

105

100.0%

which pack size do you usually buy? * Purchase Frequency

64

61.0%

41

39.0%

105

100.0%

Chi-Square Tests

Value

Asymp. Sig. (2-sided)

df

Pearson Chi-Square

27.035a

25

.354

Likelihood Ratio

26.422

25

.385

Linear-by-Linear Association

4.335

1

.037

N of Valid Cases

64

a. 33 cells (91.7%) have expected count less than 5. The minimum expected count is .05.

45

Crosstab Average pack life

which pack size do you usually buy?

250gms Count Expected Count

1

0

2

0

0

3

other

Total

1.0

.7

.0

3.0

.0%

33.3%

.0%

66.7%

.0%

.0%

100.0%

% within Average pack life

.0%

20.0%

.0%

9.1%

.0%

.0%

4.7%

% of Total

.0%

1.6%

.0%

3.1%

.0%

.0%

4.7%

2

0

0

1

2

0

5

.6

.4

1.1

1.7

1.1

.1

5.0

% within which pack size do you usually buy?

40.0%

.0%

.0%

20.0%

40.0%

.0%

100.0%

% within Average pack life

25.0%

.0%

.0%

4.5%

14.3%

.0%

7.8%

3.1%

.0%

.0%

1.6%

3.1%

.0%

7.8%

Count

4

1

3

2

3

0

13

1.6

1.0

2.8

4.5

2.8

.2

13.0

% within which pack size do you usually buy?

30.8%

7.7%

23.1%

15.4%

23.1%

.0%

100.0%

% within Average pack life

50.0%

20.0%

21.4%

9.1%

21.4%

.0%

20.3%

6.3%

1.6%

4.7%

3.1%

4.7%

.0%

20.3%

1

1

2

3

1

0

8

1.0

.6

1.8

2.8

1.8

.1

8.0

% within which pack size do you usually buy?

12.5%

12.5%

25.0%

37.5%

12.5%

.0%

100.0%

% within Average pack life

12.5%

20.0%

14.3%

13.6%

7.1%

.0%

12.5%

1.6%

1.6%

3.1%

4.7%

1.6%

.0%

12.5%

1

2

7

11

6

0

27

3.4

2.1

5.9

9.3

5.9

.4

27.0

% within which pack size do you usually buy?

3.7%

7.4%

25.9%

40.7%

22.2%

.0%

100.0%

% within Average pack life

12.5%

40.0%

50.0%

50.0%

42.9%

.0%

42.2%

1.6%

3.1%

10.9%

17.2%

9.4%

.0%

42.2%

0

0

2

3

2

1

8

Expected Count

1.0

.6

1.8

2.8

1.8

.1

8.0

% within which pack size do you usually buy?

.0%

.0%

25.0%

37.5%

25.0%

12.5%

100.0%

% within Average pack life

.0%

.0%

14.3%

13.6%

14.3%

100.0%

12.5%

% of Total

.0%

.0%

3.1%

4.7%

3.1%

1.6%

12.5%

8

5

14

22

14

1

64

1.0

64.0

% of Total Count Expected Count

% of Total Count Expected Count

% of Total

Total

0

.7

Expected Count

ten kg

more than one month one month

.2

% of Total

five kg

more than 2 weeks

.4

Expected Count

2.5kg

more than one week

% within which pack size do you usually buy?

500gms Count

one kg

one week

Count

Count Expected Count

8.0

5.0

14.0

22.0

14.0

% within which pack size do you usually buy?

12.5%

7.8%

21.9%

34.4%

21.9%

% within Average pack life

100.0%

100.0%

100.0%

100.0%

100.0%

46 100.0% 1.6% 100.0%

100.0%

TABLE 7.28. which pack size do you usually buy? * Purchase Frequency

Chi-Square Tests

Value Pearson Chi-Square

8.360

Likelihood Ratio

Asymp. Sig. (2-sided)

df a

10

.594

9.679

10

.469

Linear-by-Linear Association

1.311

1

.252

N of Valid Cases

64

a. 13 cells (72.2%) have expected count less than 5. The minimum expected count is .33.

47

Crosstab Purchase Frequency

which pack size do you usually buy?

250gms

weekly

every two weeks

monthly

0

0

3

3

.3

.6

2.1

3.0

% within which pack size do you usually buy?

.0%

.0%

100.0%

100.0%

% within Purchase Frequency

.0%

.0%

6.7%

4.7%

% of Total

.0%

.0%

4.7%

4.7%

1

1

3

5

.5

.9

3.5

5.0

% within which pack size do you usually buy?

20.0%

20.0%

60.0%

100.0%

% within Purchase Frequency

14.3%

8.3%

6.7%

7.8%

1.6%

1.6%

4.7%

7.8%

3

3

7

13

1.4

2.4

9.1

13.0

% within which pack size do you usually buy?

23.1%

23.1%

53.8%

100.0%

% within Purchase Frequency

42.9%

25.0%

15.6%

20.3%

4.7%

4.7%

10.9%

20.3%

2

1

5

8

.9

1.5

5.6

8.0

% within which pack size do you usually buy?

25.0%

12.5%

62.5%

100.0%

% within Purchase Frequency

28.6%

8.3%

11.1%

12.5%

3.1%

1.6%

7.8%

12.5%

1

5

21

27

3.0

5.1

19.0

27.0

3.7%

18.5%

77.8%

100.0%

14.3%

41.7%

46.7%

42.2%

1.6%

7.8%

32.8%

42.2%

0

2

6

8

.9

1.5

5.6

8.0

% within which pack size do you usually buy?

.0%

25.0%

75.0%

100.0%

% within Purchase Frequency

.0%

16.7%

13.3%

12.5%

% of Total

.0%

3.1%

9.4%

12.5%

7

12

45

64

7.0

12.0

45.0

64.0

10.9%

18.8%

70.3%

100.0%

100.0%

100.0%

100.0%

100.0%

10.9%

18.8%

70.3%

Count Expected Count

500gms

Count Expected Count

% of Total one kg

Count Expected Count

% of Total 2.5kg

Count Expected Count

% of Total five kg

Count Expected Count % within which pack size do you usually buy? % within Purchase Frequency % of Total

ten kg

Count Expected Count

Total

Count Expected Count % within which pack size do you usually buy? % within Purchase Frequency % of Total

Total

100.0%

48

TABLE 7.29.

For what purposes you mostly use ghee? * how many units you purchase at a time?

Chi-Square Tests

Value Pearson Chi-Square

8.384

Asymp. Sig. (2-sided)

df a

15

.907

Likelihood Ratio

10.412

15

.793

Linear-by-Linear Association

.569

1

.450

N of Valid Cases

64

a. 22 cells (91.7%) have expected count less than 5. The minimum expected count is .02.

49

For what purposes you mostly use ghee? * how many units you purchase at a time? Crosstabulation how many units you purchase at a time? 1 For what purposes you mostly use ghee?

for cooking daily meals

for cooking special dishes

at special occassions

others

Count

3

4

more than 5

5

Total

19

3

0

0

1

1

24

19.5

2.3

1.1

.4

.4

.4

24.0

% within For what purposes you mostly use ghee?

79.2%

12.5%

.0%

.0%

4.2%

4.2%

100.0%

% within how many units you purchase at a time?

36.5%

50.0%

.0%

.0%

100.0%

100.0%

37.5%

% of Total

29.7%

4.7%

.0%

.0%

1.6%

1.6%

37.5%

Expected Count

Count

27

3

2

1

0

0

33

26.8

3.1

1.5

.5

.5

.5

33.0

% within For what purposes you mostly use ghee?

81.8%

9.1%

6.1%

3.0%

.0%

.0%

100.0%

% within how many units you purchase at a time?

51.9%

50.0%

66.7%

100.0%

.0%

.0%

51.6%

% of Total

42.2%

4.7%

3.1%

1.6%

.0%

.0%

51.6%

Expected Count

Count

5

0

1

0

0

0

6

4.9

.6

.3

.1

.1

.1

6.0

% within For what purposes you mostly use ghee?

83.3%

.0%

16.7%

.0%

.0%

.0%

100.0%

% within how many units you purchase at a time?

9.6%

.0%

33.3%

.0%

.0%

.0%

9.4%

% of Total

7.8%

.0%

1.6%

.0%

.0%

.0%

9.4%

Expected Count

Count

1

0

0

0

0

0

1

Expected Count

.8

.1

.0

.0

.0

.0

1.0

100.0%

.0%

.0%

.0%

.0%

.0%

100.0%

% within how many units you purchase at a time?

1.9%

.0%

.0%

.0%

.0%

.0%

1.6%

% of Total

1.6%

.0%

.0%

.0%

.0%

.0%

1.6%

% within For what purposes you mostly use ghee?

Total

2

Count

52

6

3

1

1

1

64

52.0

6.0

3.0

1.0

1.0

1.0

64.0

81.3%

9.4%

4.7%

1.6%

1.6%

1.6%

100.0%

% within how many units you 100.0% purchase at a time?

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

9.4%

4.7%

1.6%

1.6%

1.6%

100.0%

Expected Count % within For what purposes you mostly use ghee?

% of Total

81.3%

50

TABLE 7.30. Monthly household income (in rupees) * which pack size do you usually buy?

Case Processing Summary Cases Valid N Monthly household income (in rupees) * which pack size do you usually buy?

Missing

Percent

64

61.0%

N

Percent

41

39.0%

Total N

105

Percent

100.0%

51

Monthly household income (in rupees) * which pack size do you usually buy? Crosstabulation which pack size do you usually buy? 250gms 500gms Monthly household income (in rupees)

less than 15,000

15,001 - 30,000

five kg

ten kg

Count

0

1

1

2

0

1

5

Expected Count

.2

.4

1.0

.6

2.1

.6

5.0

% within Monthly household income (in rupees)

.0%

20.0%

20.0%

40.0%

.0%

20.0%

100.0%

% within which pack size do you usually buy?

.0%

20.0%

7.7%

25.0%

.0%

12.5%

7.8%

% of Total

.0%

1.6%

1.6%

3.1%

.0%

1.6%

7.8%

70,000 - 100,000

Total

2

1

6

1

5

0

15

Expected Count

.7

1.2

3.0

1.9

6.3

1.9

15.0

% within Monthly household income (in rupees)

13.3%

6.7%

40.0%

6.7%

33.3%

.0%

100.0%

% within which pack size do you usually buy?

66.7%

20.0%

46.2%

12.5%

18.5%

.0%

23.4%

3.1%

1.6%

9.4%

1.6%

7.8%

.0%

23.4%

Count

1

2

2

1

7

3

16

Expected Count

.8

1.3

3.3

2.0

6.8

2.0

16.0

% within Monthly household income (in rupees)

6.3%

12.5%

12.5%

6.3%

43.8%

18.8%

100.0%

% within which pack size do you usually buy?

33.3%

40.0%

15.4%

12.5%

25.9%

37.5%

25.0%

1.6%

3.1%

3.1%

1.6%

10.9%

4.7%

25.0%

% of Total 50,001 - 70,000

2.5kg

Count

% of Total 30,001 - 50,000

one kg

Count

0

0

1

3

8

1

13

Expected Count

.6

1.0

2.6

1.6

5.5

1.6

13.0

% within Monthly household income (in rupees)

.0%

.0%

7.7%

23.1%

61.5%

7.7%

100.0%

% within which pack size do you usually buy?

.0%

.0%

7.7%

37.5%

29.6%

12.5%

20.3%

% of Total

.0%

.0%

1.6%

4.7%

12.5%

1.6%

20.3%

Count

0

0

0

1

4

1

6

Expected Count

.3

.5

1.2

.8

2.5

.8

6.0

% within Monthly household income (in rupees)

.0%

.0%

.0%

16.7%

66.7%

16.7%

100.0%

% within which pack size do you usually buy?

.0%

.0%

.0%

12.5%

14.8%

12.5%

9.4%

% of Total

.0%

.0%

.0%

1.6%

6.3%

1.6%

9.4%

100,001 - 1,50,000 Count Expected Count % within Monthly household income (in rupees) % within which

0

0

3

0

0

1

4

.2

.3

.8

.5

1.7

.5

4.0

.0%

.0%

75.0%

.0%

.0%

25.0%

100.0%

52

TABLE 7.31. EDULEVEL Educational level of respondent by $ATTOIL (group) Preffered attributes of oil $ATTOIL Count Row pct

taste

low chol Purity estrol

Nutritio Packagin n g

Row Col pct

Total

Tab pct

1

2

3

4

5

1

2 40.0 11.1 4.8

3 60.0 7.9 7.1

0 .0 .0 .0

0 .0 .0 .0

0 .0 .0 .0

2

2 50.0 11.1 4.8

3 75.0 7.9 7.1

2 50.0 13.3 4.8

3 75.0 21.4 7.1

2 50.0 15.4 4.8

3

4 40.0 22.2 9.5

10 100.0 26.3 23.8

2 20.0 13.3 4.8

2 20.0 14.3 4.8

1 10.0 7.7 2.4

4

10 43.5 55.6 23.8

22 95.7 57.9 52.4

11 47.8 73.3 26.2

9 39.1 64.3 21.4

10 43.5 76.9 23.8

Column Total

18 42.9

38 90.5

15 35.7

14 33.3

13 31.0

EDULEVEL Matric

Intermediate

Graduate

Post graduate

Percents and totals based on respondents (Continued)

EDULEVEL Educational level of respondent by $ATTOIL (group) Preffered attributes of oil

53

$ATTOIL Count Row pct Col pct Tab pct

Transpar ency

Row Total

6

EDULEVEL 1

0 .0 .0 .0

5 11.9

2

2 50.0 16.7 4.8

4 9.5

3

3 30.0 25.0 7.1

10 23.8

4

7 30.4 58.3 16.7

23 54.8

Column Total

12 28.6

42 100.0

Matric

Intermediate

Graduate

Post graduate

Percents and totals based on respondents 42 valid cases;

63 missing cases

54

TABLE 7.32. EDULEVEL Educational level of respondent by $ATTGHEE (group) Preffered attributes of ghee $ATTGHEE Count Row pct

Taste

Aroma

Purity

Nutritio Packagin n g

Row Col pct

Total

Tab pct

1

2

3

4

5

1

5 83.3 9.1 7.8

5 83.3 12.5 7.8

5 83.3 17.2 7.8

5 83.3 13.9 7.8

3 50.0 12.0 4.7

2

7 77.8 12.7 10.9

6 66.7 15.0 9.4

4 44.4 13.8 6.3

7 77.8 19.4 10.9

4 44.4 16.0 6.3

3

27 90.0 49.1 42.2

15 50.0 37.5 23.4

10 33.3 34.5 15.6

12 40.0 33.3 18.8

6 20.0 24.0 9.4

4

16 84.2 29.1 25.0

14 73.7 35.0 21.9

10 52.6 34.5 15.6

12 63.2 33.3 18.8

12 63.2 48.0 18.8

Column Total

55 85.9

40 62.5

29 45.3

36 56.3

25 39.1

EDULEVEL Matric

Intermediate

Graduate

Post graduate

0

Percents and totals based on respondents (Continued)

EDULEVEL Educational level of respondent by $ATTGHEE (group) Preffered attributes of ghee

55

$ATTGHEE Count Row pct Col pct Tab pct

Others Row Total 6

EDULEVEL 1

1 16.7 50.0 1.6

6 9.4

2

0 .0 .0 .0

9 14.1

3

0 .0 .0 .0

30 46.9

4

1 5.3 50.0 1.6

19 29.7

Column Total

2 3.1

64 100.0

Matric

Intermediate

Graduate

Post graduate

Percents and totals based on respondents 64 valid cases;

41 missing cases

56

TABLE 7.33. $REAOIL (group) Reasons for oil by HOWLONGO For how long have you been using oil? HOWLONGO Count Row pct

one year more tha five ye more tha more tha n one ye ars n 5 year n 10 yea

Row Total

Col pct Tab pct

ar

s

rs

3

4

5

6

7

1

0

1

5

12

5.3

.0

5.3

26.3

63.2

9.1 1.4

.0 .0

33.3 1.4

31.3 6.8

27.9 16.2

3

0

0

3

6

25.0

.0

.0

25.0

50.0

27.3 4.1

.0 .0

.0 .0

18.8 4.1

14.0 8.1

3

0

0

1

4

37.5

.0

.0

12.5

50.0

27.3 4.1

.0 .0

.0 .0

6.3 1.4

9.3 5.4

2

0

1

0

2

40.0

.0

20.0

.0

40.0

18.2 2.7

.0 .0

33.3 1.4

.0 .0

4.7 2.7

2

1

1

4

15

$REAOIL 1 19 its healthy 25.7

2 12 its transparent 16.2%

3 8 easy to use 10.8%

4 5 its pure 6.8%

23

5

57

low cholestrol 31.1%

8.7

4.3

4.3

17.4

65.2

18.2 2.7

100.0 1.4

33.3 1.4

25.0 5.4

34.9 20.3

0

0

0

2

4

.0

.0

.0

33.3

66.7

.0 .0

.0 .0

.0 .0

12.5 2.7

9.3 5.4

0

0

0

1

0

.0

.0

.0

100.0

.0

.0 .0

.0 .0

.0 .0

6.3 1.4

.0 .0

Column

11

1

3

16

43

Total

14.9

1.4

4.1

21.6

58.1

6

6

it adds taste to the 8.1%

7

1 others 1.4%

74 100.0

Percents and totals based on responses 42 valid cases;

63 missing cases

58

TABLE 7.34. COOKINGM Cooking medium for daily meals by $REAGHEE (group) Reasons for using ghee $REAGHEE Count Row pct Col pct Tab pct

its heal its pure it adds thy taste to foo 1 2 3

Row Total

COOKINGM 1

4 36.4 14.3 4.9

1 9.1 8.3 1.2

6 54.5 14.6 7.4

11 13.6%

2

1 100.0 3.6 1.2

0 .0 .0 .0

0 .0 .0 .0

1 1.2%

3

23 33.3 82.1 28.4

11 15.9 91.7 13.6

35 50.7 85.4 43.2

69 85.2%

only ghee

only oil

both ghee & oil

Column Total

28 34.6%

12 14.8%

41 50.6%

81 100.0

Percents and totals based on responses 65 valid cases;

40 missing cases

TABLE 7.35.

59

COOKINGM Cooking medium for daily meals by $REAOIL (group) Reasons for oil $REAOIL

Row

Count Row pct

its heal its tran easy to thy sparent use

its pure low chol estrol

Col pct Total Tab pct

1

2

3

4

5

19

11

8

5

23

26.0

15.1

11.0

6.8

31.5

100.0 25.7

91.7 14.9

100.0 10.8

100.0 6.8

100.0 31.1

0

1

0

0

0

.0

100.0

.0

.0

.0

.0 .0

8.3 1.4

.0 .0

.0 .0

.0 .0

Column

19

12

8

5

23

Total

25.7

16.2

10.8

6.8

31.1

COOKINGM 2

73 only oil 98.6%

3

1 both ghee & oil 1.4%

74 100.0%

Percents and totals based on responses (Continued)

Cooking medium for daily meals by $REAOIL (group) Reasons for oil $REAOIL

60

Count Row pct Col pct Tab pct

it adds others taste to the 6 7

Row Total

COOKINGM 2

6 8.2 100.0 8.1

1 1.4 100.0 1.4

73 98.6%

3

0 .0 .0 .0

0 .0 .0 .0

1 1.4%

1 1.4%

74 100.0%

only oil

both ghee & oil

Column Total

6 8.1%

Percents and totals based on responses 42 valid cases;

63 missing cases

TABLE 7.36 61

Cooking medium for daily meals * For what purposes you mostly use ghee? * SEC Crosstabulation Count

For what purposes you mostly use ghee? for cooking daily meals

SEC sec A1 Cooking medium for daily meals

Cooking medium for daily meals Cooking medium for daily meals Total

Total

both ghee & oil

3

13

16

6

13

19

3

only ghee

1

both ghee & oil

1

1

2

2

1

3

1

only ghee

2

both ghee & oil

5

9

2

1

17

7

9

2

1

19

Total sec C

others

3

Total sec B

at special occassions

only ghee

Total sec A2 Cooking medium for daily meals

for cooking special dishes

2

only ghee

4

4

both ghee & oil

5

11

3

19

9

11

3

23

62

SEC * Cooking medium for daily meals * Monthly household income (in rupees) Crosstabulation % within SEC

Cooking medium for daily meals Monthly household income (in rupees) less than 15,000

only ghee SEC

sec B sec C

SEC

SEC

SEC

33.3%

16.7%

50.0%

100.0%

sec A1

50.0%

50.0%

100.0%

sec B

41.7%

58.3%

100.0%

sec C

46.2%

53.8%

100.0%

44.4%

55.6%

100.0%

83.3%

16.7%

100.0%

50.0%

100.0%

sec A1 sec A2

50.0%

sec B

12.5%

25.0%

62.5%

100.0%

sec C

12.5%

12.5%

75.0%

100.0%

12.5%

33.3%

54.2%

100.0%

10.0%

50.0%

40.0%

100.0%

100.0%

100.0%

20.0%

60.0%

100.0%

40.0%

60.0%

100.0%

9.5%

38.1%

52.4%

100.0%

50.0%

25.0%

25.0%

100.0%

75.0%

25.0%

100.0%

50.0%

100.0%

40.0%

30.0%

100.0%

50.0%

50.0%

100.0%

50.0%

50.0%

100.0%

100.0%

100.0%

sec A1 sec B

20.0%

sec C Total SEC

sec A1 sec B sec C

Total 100,001 - 1,50,000

SEC SEC

sec A1 sec A1 sec B

Total 2,00,000 or above

SEC Total

50.0% 30.0%

Total 1,50,001 - 2,00,000

100.0% 100.0%

sec A2

70,000 - 100,000

100.0% 40.0%

Total 50,001 - 70,000

Total

20.0%

Total 30,001 - 50,000

both ghee & oil

40.0%

Total 15,001 - 30,000

only oil

sec A1

100.0%

100.0%

25.0%

75.0%

100.0%

60.0%

40.0%

100.0%

60.0%

40.0%

100.0%

63

8. APPENDIX C FIGURE 8.1.

Cooking medium for daily meals 60

50

40

30

Percent

20

10

0 only ghee

only oil

both ghee & oil

Cooking medium for daily meals

FIGURE 8.2.

For how long have you been using ghee? 100

80

60

Percent

40

20

0 < than 6 months

> than one year one year

> than 5 years

Five years

> than 10 years

For how long have you been using ghee?

64

FIGURE 8.3.

When was the last time you used ghee? 50

40

30

Percent

20

10

0 one day ago

one w eek ago tw o day ago

> than 1 month ago

tw o w eeks ago

other

When was the last time you used ghee?

FIGURE 8.4.

which pack size do you usually buy? 50

40

30

20

Percent

10

0 250gms

500gms

one kg

2.5kg

five kg

ten kg

which pack size do you usually buy?

65

FIGURE 8.5.

Purchase Frequency 80

60

40

Percent

20

0 w eekly

every tw o w eeks

monthly

Purchase Frequency

FIGURE 8.6.

For what purposes you mostly use ghee? 60

50

40

30

Percent

20

10 0 for cooking daily me

at special occassion

for cooking special

others

For what purposes you mostly use ghee?

66

FIGURE 8.7.

If prefer ghee on taste, how important it is? 70 60 50 40 30

Percent

20 10 0 least important

nor important neight less important

extremely important

more important

If prefer ghee on taste, how important it is?

FIGURE 8.8.

If prefer ghee due to aroma, how important its is? 70 60 50 40 30

Percent

20 10 0 less important

more important nor important neight

extremely important

If prefer ghee due to aroma, how important its is?

67

FIGURE 8.9.

If prefer ghee on purity, how important it is? 40

30

20

Percent

10

0 least important

nor important neight less important

extremely important

more important

If prefer ghee on purity, how important it is?

FIGURE 8.10.

If prefer ghee on nutrition level, how important it is? 50

40

30

Percent

20

10

0 least important

nor important neight less important

extremely important

more important

If prefer ghee on nutrition level, how important it is?

68

FIGURE 8.11.

If prefer ghee on packaging, how important it is? 60

50

40

30

Percent

20

10 0 least important

nor important neithe less important

extremely important

more important

If prefer ghee on packaging, how important it is?

FIGURE 8.12.

For how long have you been using oil? 70 60 50 40 30

Percent

20 10 0 one year

five years more than one year

more than 10 years more than 5 years

For how long have you been using oil?

69

FIGURE 8.13.

If prefer oil on taste, how important it is? 60

50

40

30

Percent

20

10 0 less important

more important nor important neithe

extremely important

If prefer oil on taste, how important it is?

FIGURE 8.14.

If prefer oil due to low cholestrol level, how important it is? 70 60 50 40 30

Percent

20 10 0 less important

more important nor important neithe

extremely important

If prefer oil due to low cholestrol level, how important it is?

70

FIGURE 8.15.

If prefer oil on purity, how important it is? 50

40

30

Percent

20

10

0 less important

more important nor important neithe

extremely important

If prefer oil on purity, how important it is?

FIGURE 8.16.

If prefer oil on Nutrition level, how important it is? 50

40

30

Percent

20

10

0 least important

nor important neithe less important

extremely important

more imortant

If prefer oil on Nutrition level, how important it is?

71

FIGURE 8.17.

If prefer oil on packaging, how important it is? 40

30

20

Percent

10

0 least important

nor important neithe less important

extremely important

more imortant

If prefer oil on packaging, how important it is?

FIGURE 8.18. If prefer oil on its transparency, how important it is? 50

40

30

20

Percent

10

0 nor important neithe

more imortant

extremely important

If prefer oil on its transparency, how important it is?

72