RETAILERS BUYING BEHAVIOUR TOWARDS EDIBLE OIL – AN EMPIRICAL STUDY

Abstract

In the present era of rapid technological advancement and fast-paced lifestyles, individuals in our vicinity are relentlessly pursuing their goals and striving to earn a livelihood to ensure a content and healthy existence. Furthermore, the advent of contemporary digitalisation has led to a significant reduction in physical exertion, which has a profound impact on people's well-being. It is imperative that individuals comprehend the significance of adhering to a proper dietary regimen to maintain optimal health in the current era, and in this regard, the role of edible oils is paramount. As individuals have become more health-conscious, they have started selecting food products based on their calorie content. Edible oils are one of the most rapidly moving products, and as a result, retailers consider them a crucial commodity in their establishments. A survey was conducted with 175 retailers who manage various edible oil brands in and around Madurai. This research focuses on the fast-moving oil and the factors that affect the retailers' decision to deal with various edible oils in their outlets. Retailers have identified Gingelly oil, Groundnut oil, and refined oil as the most rapidly moving edible oil categories. The buying intention of retailer is determined by their attitude toward the brand and the brand image.

Keywords: Retailers, Fast-moving, Price, Product, Brand image, Edible oil, Buying intention