International Journal of Agriculture Extension and Social Development

author(s)
Kate Prathyusha, Swati Sharma and Nitin Varshney

abstract
This research paper explores consumer behaviour towards cold-pressed edible oils in Hyderabad, Telangana, based on a structured survey of 250 respondents. The study seeks to uncover preferences, socio-economic characteristics, purchasing patterns, and the key determinants shaping consumer choices in this emerging market. The findings reveal that the dominant consumer segment comprises educated, urban-residing, employed women aged 41-50 an audience that exhibits a strong inclination towards health-conscious and natural dietary products. While awareness of the nutritional benefits of cold-pressed oils is increasing, a notable proportion of consumers continue to opt for refined oils, highlighting diverse perceptions and acceptance levels within the healthy oil segment. Utilizing the Foote, Cone & Belding (FCB) Grid model, consumer behaviour was predominantly mapped to the ‘Do-Learn-Feel’ quadrant, indicating that purchases are largely habitual and influenced by prior experience and emotional comfort, rather than deliberate information processing. Key challenges such as price sensitivity and concerns regarding plastic packaging emerged as significant barriers. The study offers practical recommendations for industry stakeholders, including the shift towards eco-friendly packaging, value-based pricing strategies, and health-oriented branding to strengthen consumer engagement. These insights are intended to inform targeted marketing initiatives and foster sustainable growth within the cold-pressed edible oil sector.