International Journal of Agriculture Extension and Social Development

author(s)
Simhasanam Yamini, Ch. Srilatha, P Radhika and K Supriya

abstract
Oilseeds serve as valuable sources of nutrition and energy, offering essential fats and proteins for both human diets and animal feed. The growing demand for minimally processed, eco-friendly oils such as cold-pressed varieties highlights consumers' increasing focus on health and sustainability. Analyzing consumer purchasing behaviour is vital for developing effective marketing strategies that align with these changing dietary and environmental priorities. The study examined consumer perceptions of cold pressed oils, focusing on demographics, purchasing behaviour, and brand preferences. Middle-aged consumers (33.33%) were the largest group, motivated by health consciousness, followed by the 26-35 age group (29.16%). Women (66.66%) and homemakers made up the majority, with groundnut (41.66%) and sunflower oils (33.33%) being the most preferred. A high purchase frequency was observed, with 75 percent buying every 10-15 days, reflecting strong brand loyalty. Health benefits (mean score: 4.34) were the top purchase drivers, followed by quality (4.08) and taste (3.54), while price had the least influence.