The document summarizes research conducted on consumer preferences for different cooking oils in India. It describes the sampling methodology used which included 15 participants between ages 24-55 selected through convenient random sampling. The research identified various attributes, consequences and values associated with soy, olive and mustard oils by consumers. These included health benefits, taste, price, convenience and social factors. The research also segmented the cooking oil market into health conscious consumers, price conscious consumers and time conscious consumers.

1. LADDERING Cooking Oil Presented by: Nabila Azmatulla Shweta Baidya Budhaditya Banerjee Parikshit Ghoshal Sandeep Shah

3. Soya Low Cholesterol/ PUFA / SFA Healthy Advertisement More active Better Job performance Self Esteem Brand Purity Social Esteem Good Taste Olive Better Parties Continental Food Preparation More Nutrition Weight in check Can wear dresses of choice More Confidence Low heart attack risk No sickness Fulfilling Family Responsibilities Faster cooking Time saving Time for oneself Availability Happy Life Reasonable Price Saving Monthly Budget Less oil needed per use Smaller SKU’s Convenient Value for money Better Social Life Less sticky oil Cleaning utensils easier Less detergent used High Price Mustard Better oil Respect from family and friends Social Acceptance Fish and Meat taste good Tradition Better taste Happy Family

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