Analysis of Consumer Buying Behaviour towards Fortified Edible Oils in Lucknow


Mariyam Chandni, Research Scholar, Dr.Shweta Srivastava, Associate Professor
Dept of MBA, Babu Banarasi Das University Lucknow, Uttar Pradesh, India.


The paper is an attempt to study the consumer behavior towards fortified edible oils in Lucknow. Consumer preferences and choices will be studied towards consumption of edible oils in Lucknow. Consumer behavior will involve all the stages like Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post Purchase Behaviour. We have tried to analyze the consumer preferences towards attributes such as Health consciousness, ingredients. The brands taken into consideration are Saffola, Borges and Patanjali.