Consumer awareness towards cottonseed oil brands and relevant facts

Cottonseed oil is considered as ‘Heart Oil’ by the American Heart Association. In India, a limited numbers of cottonseed oil brands are available in the market at present. The dearth in cottonseed oil pouches with attractive labels causes lack of brand awareness among oil consumers. Cottonseed oil manufacturers need to concentrate on producing pouches with their own company labels under the era of organized retail marketing. Multinational players like Wal-Mart, Carrefour and Target are now enthusiastic to occupy Indian retail markets apart from the present restricted cash and carry business to wholesalers and businesses. Indian consumer behavior towards purchasing of groceries is now transformed to organized retail outlets from orthodox shopping on account of increased level of income, education and demonstration effect. Therefore it is quite passionate to offer branded oil with quality to the mass consumers since people consider health is wealth. This paper divulges the attentiveness of consumer preference, recall and awareness towards cottonseed oil brands.