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ABSTRACT
The edible oils consumption in India has shown a steady growth at a CAGR of 4.43% over the phase from 2001 to 2011. However, the current per capita consumption levels of India (at 13.3 Kg/year for 2009-10) are lower than global averages (24 kg/year,*source ICRA). The Indian edible oils market continues to be underpenetrated and given the positive macro and demographic fundamentals it has a favorable demand growth outlook over the medium-to- long term. Given the high reliance on imports, domestic edible oil prices have largely been linked to international edible oil prices. The researcher conducted a survey on the newly launched edible oil by Amul as it is now entering into edible oil segment. This paper will present the "Survey on Edible Oil Consumption in Rural Market". Hence the study contains the survey and analytical view on the data collected from this survey on edible oil consumption in rural areas of Gujarat. Based on the response from a sample of 38 villages near Anand (Gujarat) where consumption patterns of 200 randomly surveyed.
Keywords: Edible Oil, Consumption, Rural Market, Demand, Growth.
INTRODUCTION
The Karia District Co-operative Milk Producer Union (Karia union) selected the brand name "Amul" for its Product range, in 1955. It is derived from the Sanskrit word "Amulya' which means 'Priceless" or 'precious". The very concept of Karia Union's system of co-operative dairy is destined to become "Priceless" for millions of farmers all over India. Symbol of Amul is a ring of four hands, which are coordinated each other .The actual meaning of this symbol is coordination of hand of different people by whom this union is now at top.
* First hand is for the farmers (producers), without whom the organization would do not existed. Farmers are the inspiration of the AMUL - the taste of India.
* Second hand is for the representatives of processors by whom the raw milk processed into different finished products.
* Third hand is for marketers without whom the product would have not be able to reached to the customer.
* Fourth hand is for customers without whom the organization could not carry on because they are the people who consume the product. The union of Amul would not have been the second biggest...