LADDERING

Cooking Oil

Presented by:

Nabila Azmatulla

Shweta Baidya

Budhaditya Banerjee

Parikshit Ghoshal

Sandeep Shah

Laddering Sampling Plan

• Sample Size: 15

• M:F Ratio: 1:2

• Age Bracket: 24-55

• Sampling Method: Convenient Random Sampling

SoyaLow

Cholesterol/ PUFA / SFA

Healthy

Advertisement

More activ

e

Better Job performance

Self Esteem

Brand

Purity

Social Esteem

Good Taste

Olive

Better Partie

s

Continental Food

Preparation

More Nutrition

Weight in

check

Can wear dresses of

choice

More Confiden

ce

Low heart attack risk

No sicknes

s

Fulfilling Family Responsibilities

Faster cookin

g

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 detergen

t used

High Price Mustar

d

Better oil

Respect from

family and friends

Social Acceptanc

e

Fish and Meat taste good

Tradition

Better

taste

Happy Family

A-C-V

ValuesSocial EsteemSelf EsteemFulfilling Family ResponsibilitiesHappy LifeBetter Social LifeSocial AcceptanceHappy Family

ConsequencesPurityHealthBetter PartiesContinental food preparationMore nutritionBetter job performanceMore activeWeight in checkCan wear dresses of choiceMore confidenceTime savingTime for oneselfLow heart attack riskNo sicknessSavingMonthly budgetValue for moneyConvenientCleaning utensils easierLess detergent usedBetter oilRespect from family and friendsFish and Meat taste goodTraditionBetter taste

AttributesGood TasteBrandLow Cholesterol/ PUFA/ SFAAdvertisementAvailabilityFaster cookingReasonable priceLess oil needed per useSmaller SKU’sHigh priceLess sticky oilOliveSoyaMustard

Segments in the cooking oil market

• The Health conscious consumer (Usually the ones going for the trusted brands to avoid health hazards)

• The Price conscious consumer ( Eg: A roadside stall owner buying cooking oil)

• The Time conscious consumer (Eg: One who goes to the shop and asks the shopkeeper to give him a decent cooking oil)

THANK YOU