FACTORS INFLUENCING CONSUMERS SHIFT TOWARDS COLD PRESSED OILS IN GUNTUR, ANDHRA PRADESH
FACTORS INFLUENCING CONSUMERS SHIFT TOWARDS COLD PRESSED OILS IN GUNTUR, A.P.
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Authors
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M. CHARITHA
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K. UMA DEVI
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M. SATISH RAHUL
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B. RAMANA MURTHY
Keywords:
Cold-pressed oils, Consumer behaviour, Edible oil preferences, Factor analysis, Health awarenessAbstract
The study examined the consumer perceptions and factors influencing the
consumers to shift from refined oils to cold pressed oils in Guntur and Tenali towns. A total of 120
respondents were interviewed using a structured and pre-tested schedule to ensure accuracy
and engagement. The high KMO value and significant Bartlett is a strong justification for factor
analysis. All participants were fully aware of cold-pressed oils but only 20.83 per cent currently
used them. Health consciousness (70%), taste (41.67%) and traditional processing (35%) emerged
as key reasons for preference. Using principal component analysis, nine influencing components
were extracted, including brand trust, health awareness, social influence and product accessibility,
accounting for over 67 per cent of the total variance. The findings aim to reduce the awareness
and adoption gap by generating region-specific insights.
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