CONSUMER BEHAVIOR REPORT ON

DALDA FOODS (PVT) LTD

PRESENTED TO: MA’AM FAREEN RAZZAK

SEHAR SALIM

Works at Adamjee

Insurance Company

Limited

Hobbies:

Reading Books

Plays Batminton

Loves to take selfies

ARSALAN AFAQUE

Works at Shaan Foods

Hobbies

Using latest gadgets

Loves to travel

ZOYA AHMED

Works at Converge

Technologies

Hobbies:

Loves to Eat

Passionate about her

work

AHMED FAIZAN KASHMIRI

Works at Standard

Chartered Bank

Hobbies

Reading Books

Travelling

SHAHZAD SUNDRANI

Works at SAS (Statistical

Analysis System)

Hobbies

Play Electronic games

Loves to spent time

with family

INTRODUCTION OF EDIBLE OIL IN PAKISTAN

In Pakistan, at present, the edible oil industry includes th

e manufacture of compound cooking oils (which is a

recent development), table or salad oils (this process is

still in its infancy) margarine and refined oils. Important

products of this industry are mustard oil, cotton seed oil,

groundnut oil and newly developed sunflower seed oil,

safflower seed oil and Soya bean oil. Of late, a number

of modern oil mills have been set up for the production of

solvent extraction oils. At present, major sources of raw

materials are cotton seed (about58 per cent) (rape and

mustard seed about 36 per cent) and others about (6 per

cent).

DALDA FOODS (PVT) LTD.

Deals in banaspati and cooking oils, Ghee

(banaspati) is VTF virtually trans fat free.

Available and leading brand in Pakistan and

India since 60 years. Brand name DALDA in

Tins, Jars, Pouches, Buckets, Special packing

could be arranged as per customer need.

BASIC INFORMATION

Company Name: Dalda Foods (Pvt.) Limited

Business Type: Manufacturer Product/Service: Edible fats

Trade & Market Main Markets:

Pakistan

Afghanistan

Bangladesh

Australia

New Zealand

Egypt

South Africa

Total Annual Sales Volume: US$5 Million - US$10 Million

MISSION

To make a positive difference

in the lives of people with our

products and services.

VALUES

1. IntegrityWe act with honesty, integrity and highest ethical standards. Our people are expected to adhere to the laws and regulations pertaining to their work and comply with Dalda’s principles and policies.

2. FairnessWe work with people in a way that is fair and just. We treat fairly our customers, suppliers, shareholders and the communities in which we operate.

3. TrustWe give our employees complete autonomy and believe that all our employees adhere to our company’s values. Our stakeholders can be sure of our honesty when doing business with our employees and company.

4. AccountabilityWe are a responsible organization and feel accountable to all our stakeholders and the society at large.

5. People reaching their full potentialWe provide opportunities to our internal and external stakeholders for self-development and growth. We encourage entrepreneurial as well as team spirit. The growth of the company should also incorporate the growth of the individuals in the company.

NEEDS, WANTS AND DEMANDS

Understanding the needs, wants and demands of the target

customers plays an important role in an organizations success.

Needs

Needs are basically the states of felt deprivation.

Wants

Wants are the form human needs take as shaped by culture

and individual personality.

Demands

Human wants that are backed by the buying power are

called demands.

Dalda foods gives much importance to the needs, wants and

demands of its target customer’s. Offering the product in different

price ranges corresponding to each specific class also fulfilling the

nutritious needs of its customers.

BRAND POWER

Dalda’s Commitment to Quality:

For over seventy years Dalda's name is synonymous with Quality.

Dalda Foods' brands are the only vegetable ghee/banaspati

products in Pakistan which are trans-fat free and meet the most

stringent of international quality standards. Our products preserve

the natural goodness of vegetable oils and are enriched with

extra vitamins.

BRAND POWER

Dalda's commitment to quality, care for environment and social

responsibility is evident from the fact that it is the only edible oil

and fats/ghee company is Pakistan which has four ISO

certifications:

ISO 9001-2008 for Quality Management System

ISO 22000-2005 for Food Safety Management System

ISO 14001-2004 for Environment Management System

OHSAS 18001-2007 for Occupational Health and

Safety Management System

PRODUCT LINE

SWOT ANALYSIS Strengths

World’s best quality

Second largest oil brand

Trust

Accountability

Weakness

Less Sales

Less Innovative

Opportunities

There are lot of opportunities for Dalda to

grow as they are giving extensions to their

existing products.

Growing population and awareness of the

products are also one of the major

opportunities for Dalda to prove its quality

and nutritional benefits of ingredients

Exported to European Union Countries

Threats

Imported Premium Brands

Habib

Seasons

Rafhan

Soya Supreme

PERCEPTUAL MAPPING

RESEARCH OBJECTIVE

Main objective of conducting this research

is to find the Consumer Behavior of DALDA

Oil and Banaspati.

We have tried to analyze the triggering

factors of the purchase decision

METHODLOGY

Initial Research = Exploratory research / Literature review

Quantitative Research = Questionnaires

Qualitative research = Focus group

Sampling Method = Random Sampling – Females only

Sample Size = 30

DEMOGRAPHICS

It’s the study of population in terms of size, location, age, occupation, gender and

other statistics. The product is made for people of every age group, every

occupation, gender and readily available at any location and is being used by the

people.

Economic Environment

• Changes in income

• Changing consumer spending patterns

Natural Environment

The natural resources that are available and are being used as the raw

material for manufacturing different products play an important role. Technological Environment

The product production at Dalda Foods follow new technological principles

latest machinery and hence give a pure, nutritious and readily available

products to our customers.

Cultural Environment

The company is well in accordance with the cultural values. Our slogan is

“Jahan Mamta Wahan Dalda”. All the products used in manufacturing the

product are ‘halal’ and have no issues with the cultural values and the product

is being well accepted by the customers.

QUESIONNAIRE

PURCHASE DECISION

Oil purchase on the basis of

priceBrand image affects the purchase

decision

Advertisement has an influence

on purchase decisionCooking shows influences

buying decision

I'll be careful in my purchase decision if my family members

have any type of disease like B.P

I prefer to use expensive

oil as it enhances my

self image

Can Ghee/Oil

Cause any disease

What kind of oil do you

prefer?

HealthHygiene

Taste Price Smell Stickiness

Important Factors for Purchase of Ghee/Oil

BRAND RECALL

0 10 20 30 40 50

Sufi Oil

Dalda

Habib

Kashmir

Pure

Kisan

Meezan

Soya Supreme

Tullo

Eva

Other

COMMUNICATION IMPACT

Cooking oil Ads increase my knowledge regarding the health

issues

•Those who agreed 61% of them belongs to the age group of 41-50.

•Those who agreed 21% of them belongs to the age group of 25-30.

•91% of these respondents attends University.

BRAND

Are you aware of Dalda?Have you ever consumed

Dalda?

What is the best thing about Dalda

RATE THESE FACTORS FOR DALDA

FOCUS GROUP FINDINGS

Price is not an important factor, since all brands are priced almost the same.

Cooking Oil or Ghee which facilitates Cholesterol control is the best to buy.

>60% prefer Habib over Dalda because it is good for the Cardiac diease.

People get hooked with the Ramzan Ad of Dalda and associated it with Aftar/Sehartimings.

63% respondents disagree with price being an importantfactor in purchase of oil.

61% respondents agree that they are aware of the healthhazards caused by oil/ghee.

70% respondents prefer healthy & Hygienic oil/ghee.

“Health & Hygiene” rated Average for Dalda while Taste isBest (Scale of 5)

Most of the people remembers “Ramzan Ad ” of Dalda

because of the music.

SUMMARY OF THE FINDINGS

FACTS!

Dalda Foods' brands are the only vegetable ghee/banaspati

products in Pakistan which are trans-fat free and meet the

most stringent of international quality standards.

Products preserve the natural goodness of vegetable oils

and are enriched with extra vitamins.

Taste was the only trait being highlighted by cooking oil

brands in Pakistan only Dalda came up with the concept of

"taste and health" combined.

They celebrate being the only cooking oil brand which is

"complete"

PROBLEM

Dalda is the only vegetable ghee/banaspati

products in Pakistan which is trans-fat free and

good for the overall health includes Cardiac.

For consumers Dalda Oil/Banaspatee is not the

most Healthier option.

SUGGESTIONS

Dalda should revamp its communication strategy and focuses more on Cardiac care.

There should be more strong message that conveys that “DALDA is healthy and hygienic for the entire Family”.

Dalda's communication needs to be simplified as the common man doesn't understand "trans-fat free“ , Health Shield Protection, Anti Oxidents etc

TVC, ATL, BTL, OOH, Social Media Platforms all should use to convey the message of Health.

DALDA Ramazan campaign is the most successful campaigns and people get hooked by the Jingle used, they should include that signature music.

LEARNIN

G

PERSONALITY

MOTIVATION

PersonalityPerception

LearningAttitude

Unfulfilled needs, wants and desires

Healthy, Hygenic and Tasty Food

TensionSafe Cooking Oil for

Family

DrivePurchase Preparation

BehaviorPurchase

Post PurchaseRepurchase

Need fulfilmentHealthy Hygenic Food

cooked at Home

Tension Reduction

Targeting EGO

DALDA EVOLUTION