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Retailers’ Buying Behaviour and Brand Preference Towards Idhayam Cooking Oil

Ivan Kenny Raj L1, Sathishkumar A2

Assistant professor, Mepco School of Management Studies, Mepco Schlenk Engineering College Sivakasi, Virudhungar District, Tamil Nadu, India

2nd Year PG Student, Mepco School of Management Studies, Mepco Schlenk Engineering College Sivakasi, Virudhungar District, Tamil Nadu, India

Abstract

In the competitive CPG industry, especially within edible oils, understanding factors influencing retail product choices is crucial for brand growth. As consumer preferences evolve and retail environments grow complex, strategic retailer engagement and targeted marketing are vital. Idhayam, known for premium sesame oil, has built a strong reputation on trust and quality, but sustained leadership depends on retailer perceptions and stocking decisions. Retailers act as key intermediaries, influencing product visibility and sales based on factors like brand perception, product quality, profit margins, and social influences. While existing research offers insights, there’s a need for context-specific understanding within the edible oil segment, where traditional preferences, health concerns, and loyalty heavily impact decisions. This study explores these core factors affecting retailer choices regarding Idhayam sesame oil to help optimize marketing and retail strategies.

Keywords: Oil market, Product quality, Brand awareness, Brand loyalty, Reference groups