International Journal of Agriculture Extension and Social Development

author(s)
Nidhi Patel and Dr. Ashish K Makwana

abstract
Consumer behaviour changes as the time changes. These changes are due to advancement in technology and new innovations. Groundnut, mustard/rapeseed, sesame, safflower, linseed, niger seed, castor seed, soybean, and sunflower are the nine major oilseeds farmed in India. According to estimates, the top six participants in the branded oil market (Adani Wilmar, Ruchi Soya, Emami, Cargill, Bunge, and Marico) together account for 40% of the market in FY20. It is estimated that there would be around 2,000 such brands out of which ~top 100 brands would be contributing almost 50% (Adani Wilmar Limited, May 16, 2022). Choice of People regarding purchase of goods and services varies greatly, and more complicated decisions typically involve more participants and consideration on the part of the buyer. Marketers need to understand consumer purchasing behaviour based on the level of consumer involvement and the degree of brand differences in order to comprehend how consumers choose products. A smaller company like Anand Oil finds it challenging to compete with this market. where leaders given the greater variety of products in the market, yet the company nonetheless managed to gain market share from Ahmedabad to the southern region of Gujarat.