Vegetable Oil is a necessity for all the people. Every human being consumes oil day by day. Here is one company called IDHAYAM, the market leader of oil manufacturing product came out with a new idea to enter into health care product. They have explained the method, how to use oil in our mouth this is so called oil pulling therapy.
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This study is all about to find what is the level of awareness of oil pulling among customers. How do they know the product either by media or by word of mouth and whether have tried the product or not and how long they have been using oil pulling therapy. At the same time there are some benefits out of oil pulling therapy like, to improve oral hygiene and so on. So from this we can find whether they have got the benefits and who are all customers using the therapy continuously? For this I have applied research concepts and conducted a survey to collect the qualitative data to provide how to enhance the awareness if it is low.
INTRODUCTION
Idhayam is a strong regional brand in the hugely diverse and unorganized edible oil market in India. Indian edible oil market is huge with a consumption of 168 lakh tonnes per year. The market is wide and varied with regional preferences diverse across India.
Ground Nut oil is preferred in the Western states in India, Coconut oil and Sesame oil is preferred in the Southern states, Mustard Oil in East and North states, Soya bean oil in Central and North/West states and sunflower oil in most parts of the country.
Idhayam is the brand in the sesame oil (Gingelly oil) segment. The brand has a rich heritage of over 60 years. The company came into existence in 1943 and over these years the brand has grown to occupy a major share in the South Indian market. Idhayam brand sells over 13 lakh liters per month
Traditionally people use coconut oil; Idhayam is a familiar brand because of the intense promotion by the company. The brand is promoted heavily through television and magazines. The brand uses the famous South Indian Diva Jyothika to endorse the brand. Although the ads are dubbed from Tamil in Malayalam, the heavy and constant bombardment of ads never misses the audience. What is more interesting is the message of the ad. Idhayam means Heart. The brand has its basic values rooted in health platform. I think the brand had this even before the Sunflower brands took over the health positioning.
Idhayam is positioned as all-purpose edible oil. The brand talks about low cholesterol content and great taste. The ad also reminds you that the oil is best to apply on hair too. Health + Taste have been the positioning of Idhayam for years now. The company later entered the groundnut oil market with a brand: Mantra Groundnut oil.
The success of Idhayam lies in the ability of the company to build the brand. It had been a commodity business but Idhayam added value and now rules this segment. The brand over time has now come out with an innovative marketing strategy “Oil Pulling”. This is an initiative of the company to pioneer the concept of Oil therapy in the country. Oil Pulling is the method of rinsing the mouth with oil for Twenty minutes by Swishing the oil between the teeth. According to the company reports, this process effectively cures glaucoma and gum diseases.
DESIGN OF THE STUDY
A brief description of the scientific procedures followed in conducting this study is presented under the following headings:
Need for the study
Objectives of the study
Methodology
Sources of data
Research instrument
NEED FOR THE STUDY
The study is conducted to know about the awareness of “Idhayam oil pulling” practice among customers. There are some simple questions, which helps us to know the need for the study.
Whether the customers know about the product?
How they came to know about the product, which means which medium helps them to know about the product?
Then whether they have tried and how many days they have been using the therapy?
Whether they know the therapy/product benefit?
OBJECTIVES OF THE STUDY:
To find out the level of awareness of benefits they have been getting by using the product (oil pulling).
To provide the possible recommendations to enhance the product awareness among consumers.
METHODOLOGY:
A survey was conducted for collecting data from the vertical residential segment, especially where the response for product (oil) is high. Non probability purposive sampling method is used to analyze the data. Almost all areas in Chennai city were covered.
A questionnaire was prepared on awareness of oil pulling. Details of the area, contact number and details of each customer/consumer were collected. The survey laid emphasis to the questions about experience of oil pulling and benefits out of oil pulling. All customers/consumers were personally interviewed within the set parameters. Study was done according to the details obtained from managers, consumers and also from the gestures of both. Over a period of 10 days I visited, one area at Chennai per day and at least 30 data per day were collected.
Every evening after collecting the data, team members gathered and I have discussed with my group mates about the experiences (both quantity and quality) of the data obtained. Details of further action were planned and report of the day was kept updated.
SOURCES OF DATA:
Primary data:
The sources were mainly from primary data. The summer as I was assigned to collect the fresh data without any references from secondary data.
RESEARCH DESIGN:
Research simply means a search for facts, answers to questions and solution to problem. It is a purposive investigation, an organized inquiry. It seeks to find explanations to unexplained phenomenon, to clarify the doubtful propositions and to correct the misconceived facts. In order to comply with our objective and test our research hypotheses we design a study based on the effect of corporate social responsibility on the consumer purchase behavior.
TYPE OF RESEARCH
Descriptive Research
Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how.
Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Descriptive research can be said to have a low requirement for internal validity.
Descriptive research deals with everything that can be counted and studied. But there are always restrictions to that. Your research must have an impact to the lives of the people around you.
Define population:
The population for this study is people who are use situated at Chennai and the area for the study conducted is given by the company itself (Areas: Aalandhur, Adhambakkam, Nanganallur, T Nagar, Adyar, Anna nagar).
Sample size:
Sample size : 100
I have conducted the study and collected the data in that specified area, which was given my organization. Moreover I have collected many responds, in that i have selected 100 samples based on reliability of the data.
Sample type:
It is non-probability purposive sample type.
This type of sample selects the sample members to conform to some criterion. Here I am conducted the study on awareness of oil pulling. So for my convenience i may want to talk only with those who have experienced the therapy.
Collection method:
The collection method I have used is SURVEY METHOD – QUESTIONNAIRE. The questionnaire contains three categories of measurement question:
Administrative questions – identify the respondent’s location.
Classification questions – it usually cover sociological – demographic variables that allow participants answers to be grouped so that patterns are revealed and can be studied.
Target questions (structured) – address the investigative questions of a specific study with a fixed set of choices; often called as closed questions.
Instrument type:
The instrument type which I have used is interview schedule.
Interview schedule – which means I have interviewed the people with the help of questionnaire.
Proposed analysis:
The questionnaire is full of nominal data type; I have used frequencies, means and cross tabulations.
COMPANY PROFILE
IDHAYAM AN OVERVIEW:
Mr. V. V. Vanniaperumal has an exemplary tract record in the business world of Tamil Nadu, south India, since 1943. He had three illustrious sons who built up the business empire in edible sesame oil as traditional family business. Their business base was constructed in the business town – Virudhunagar.
Mr. V. V. Rajendran, son of Mr. V. V. Vanniaperumal was the founder of the Idhayam group in the year 1986. He, with an experience of more than 43 years launched sesame oil in a new consumer packing in the brand name IDHAYAM. The group was built with the main object of SINCERITY and HARDWORK. COMMITMENT TO QUALITY was their key to success.
Mr. V. V. Rajendran passed away in the year 1994 at the age of 65. Being the eldest son, Mr. V. R. Muthu, led his brothers, Mr. V. R. Sathyam and Mr. V. R.Thendral to bring the business to greater heights. Under his leadership, the company moved towards automation in production and packaging, and increased domestic as well as export sales.
IDHAYAM, The name gets its origin from ‘Hriday’ a Sanskrit word, which means ‘Heart’.
The high unsaturation of sesame oil, due to the presence of almost levels of oleic and linoleic acid along with the natural antioxidant compounds render much favorable health attributes viz., hypocholesterolemic and cardiac friendly ‘heart friendly’. Thus, the name IDHAYAM
COMPANY VISION:
To be a leading and respected company in providing high quality edible oils with worldwide visibility.
COMPANY MISSION:
We are dedicated to deliver premium quality sesame oil through continuous improvement in quality with an uncompromised level of service, investment in process technology, innovative packaging, human resources and frequent update of R&D, striving to achieve worldwide recognition as a leading supplier in the industry.
THE BUSINESS:
Never compromising on its premium raw materials, the specially, carefully selected seeds are mechanically cleaned. Palm jiggery, which has the properties of preservation, is used in the production of IDHAYAM sesame oil. The company packs and trades sesame oil under three brand names- IDHAYAM, DELT and SIM SIM.
Selling 15000 tonnes annually, the company is placed as the leader in sesame oil industry in India.
PRODUCTS OF IDHAYAM:
SAMBANDHI IN 1992
DOTS APPALAM IN 2001
SWEET COATED SESAME SEEDS IN 2005
IDHAYAM WEALTH IN 2005
IDHAYAM MANTRA IN 2006
IDHAYAM HARDIL IN 2006
IDHAYAM REACH
Idhayam sells their products to more than 10 countries with the customer base in USA, gulf countries, Singapore, Canada, Malaysia, Australia, Sri Lanka, UK, Russia, Norway, france, Denmark, south Africa, port Louis, new Zealand, Switzerland, Mauritius and Scotland.
Over the years IDHAYAM has proven themselves to be the preferred supplier of edible oils.
SESAME OIL
VEDIC EXCELLANCE:
Sesame Seed Oil has been used as healing oil for thousands of years. Sesame oil is mentioned in the Vedas as excellent for humans. It is naturally antibacterial for common skin pathogens, such as staphylococcus and streptococcus as well as common skin fungi, such as athlete’s foot fungus. It is naturally antiviral. It is a natural anti-inflammatory agent.
RELEIF FROM DANDRUFF:
Used after exposure to wind or sun it will calm the burns. It nourishes and feeds the scalp to control dry scalp dandruff and to kill dandruff causing bacteria. It protects the skin from the effects of chlorine in swimming pool water. Used before and after radiation treatments, sesame seed oil helps neutralize the flood of oxygen radicals, which such treatment inevitably causes.
MEDICAL USES:
Used after exposure to wind or sun it will calm the burns. It nourishes and feeds the scalp to control dry scalp dandruff and to kill dandruff causing bacteria. It protects the skin from the effects of chlorine in swimming pool water. Used before and after radiation treatments, sesame seed oil helps neutralize the flood of oxygen radicals, which such treatment inevitably causes. In recent experiments in Holland by Ayurveda physicians, the oil has been used in the treatment of several chronic disease processes, including hepatitis, diabetes and migraines.
In vitro, sesame seed oil has inhibited the growth of malignant melanoma (a skin cancer): PROSTAGLANDIN LEUKATRINES and ESSENTIAL FATTY ACIDS 46: 145-150, 1992. Also in vitro, sesame seed oil has inhibited replication of human colon cancer cells: ANTI CANCER RESEARCH 11: 209-216, 1992.
EFFECT OF OIL BATH:
On the skin, oil soluble toxins are attracted to sesame seed oil molecules, which can then be washed away with hot water and a mild soap. Internally, the oil molecules attract oil soluble toxins and carry them into the blood stream and then out of the body as waste.
Used as a douche mixed with warm water, the oil controls vaginal yeast infections.
Sesame seed oil absorbs quickly and penetrates through the tissues to the very marrow of the bone. It enters into the blood stream through the capillaries and circulates. The liver does not sweep sesame seed oil molecules from the blood, accepting those molecules as friendly.
Sesame seed oil helps joints keep their flexibility. It keeps the skin supple and soft. It heals and protects areas of mild scrapes, cuts and abrasions. It helps tighten facial skin, particularly around the nose, controlling the usual enlargement of pores as skin ages chronologically.
AS AN ANTI-OXIDANT:
Research shows that sesame seed oil is a potent antioxidant. In the tissues beneath the skin, this oil will neutralize oxygen radicals. It penetrates into the skin quickly and enters the blood stream through the capillaries. Molecules of sesame seed oil maintain good cholesterol (HDL) and lower bad cholesterol (LDL).
Sesame seed oil is a cell growth regulator and slows down cell growth and replication.
In both the small intestine and the colon, some cells are nourished by fat instead of sugar. The presence of sesame seed oil can provide those cells with essential nourishment.
THOUGHT FOR TEENS:
Teen boys and girls have learned, wrongly, that all oil is bad for their facial skin. Heavy oils and toxic oils and creams are bad for all facial skin. But sesame seed oil is the one oil which is actually good for young skin.
It helps control eruptions and neutralizes the poisons which develop both on the surface and in the pores. With sesame oil, no cosmetics are needed. The oil will cause young facial skin to have and display natural good health.
EXPERIEMENTAL RESULTS:
In an experiment at the Maharishi International College in Fairfield, Iowa, students rinsed their mouths with sesame oil, resulting in an 85% reduction in the bacteria, which causes gingivitis.
As nose drops, sniffed back into the sinuses, sesame seed oil has cured chronic sinusitis. As a throat gargle, it kills strep and other common cold bacteria. It helps sufferers of psoriasis and dry skin ailments. It has been successfully used in the hair of children to kill lice infestations. It is a useful natural UV protector.
GOOD FOR BABIES:
On the skin, oil soluble toxins are attracted to sesame seed oil molecules, which can then be washed away with hot water and a mild soap. Internally, the oil molecules attract oil soluble toxins and carry them into the blood stream and then out of the body as waste.
Used as a douche mixed with warm water, the oil controls vaginal yeast infections.
Sesame seed oil absorbs quickly and penetrates through the tissues to the very marrow of the bone. It enters into the blood stream through the capillaries and circulates. The liver does not sweep sesame seed oil molecules from the blood, accepting those molecules as friendly.
Sesame seed oil helps joints keep their flexibility. It keeps the skin supple and soft. It heals and protects areas of mild scrapes, cuts and abrasions. It helps tighten facial skin, particularly around the nose, controlling the usual enlargement of pores as skin ages chronologically.
BAD TEETH EQUAL BAD HEART:
PEOPLE with more bacteria in their mouths also have more evidence of heart disease, researchers said on Monday in a study strengthening the evidence for a link between gum disease and heart diseases.
The study of 657 people who had no history of stroke or heart attack showed that people with more bacteria that cause periodontal disease also had thicker carodit arteries – a strong indicator of clogged blood vessels.
In the American Heart Association’s journal Circulation, the team at Columbia University in New York said the association held even when other heart risk factors were taken into account.
“This is the most direct evidence yet that gum disease may lead to stroke or cardiovascular disease” said Dr.Moise Desverieux at Columbia University Medical Center, who led the study.
“And because gum infections are preventable and treatable, taking care of your oral health could very well have a significant impact on your cardiovascular health.”
WHAT IS OIL PULLING?
Our ancestors practiced oil pulling (swishing with oil) many centuries ago. Over the years, the importance of oil pulling lost its significance. However, it is an excellent and very easy method to follow even in these modern times to keep our mouth, teeth and gums clean, strong and healthy.
Every morning on waking up, on an empty stomach, take 5 to 10 ml. of unadulterated oil in your mouth. Close your mouth and swish and swirl the oil in such a way that the oil passes through all the gaps between the teeth. By doing this for 15 to 20 minutes, the oil in the mouth turns whitish and frothy. This has to be spat out. Then wash your mouth with clean water. This is the way to do oil pulling.
The ideal time to do oil pulling is in the morning hours. However, for those whom doing it in the morning is not convenient, they may also do oil pulling at night before going to bed.
BENEFITS OF OIL PULLING:
During oil pulling, the oil in the mouth, surrounds the bacteria in the mouth and prevents respiration of the bacteria. This makes the bacteria inactive. The oil when kept in the mouth for a while mixes with the saliva and turns into an emulsified oil. Further, the bicarbonates in the saliva mix with the emulsified oil and change into a week soapy solution. This soapy solution kills and washes away the inactivated bacteria. Thus, disorders and diseases that could have been caused by the bacteria in the mouth are prevented. This soapy solution neither harms the soft buccal tissues nor causes any side effects.
If sesame oil is used for oil pulling, the benefits of the oil pulling are enhanced because of the medicinal properties of sesame oil. It prevents tooth decay, bleeding gums, bad breath and dryness of throat. Sesame oil heals cuts and wounds in the soft buccal tissues and chapped and cracked lips also. It strengthens the teeth, gums and jaws. Not only that there are lot more benefits like we can avoid sleeplessness, which means if we use the therapy we could be able to have a nice sleep at night.
DATA ANALYSIS
A STUDY ON AWARENESS OF IDHAYAM OIL PULLING AMONG CUSTOMERS
Name: Gender: Male/Female
Area of location:
Occupation: BUSINESS/WORKING/RETIRED/OTHERS
Contact no: Marital status:
Education: Income:
1) Age?
2) Do you know what oil pulling/oil pulling therapy is?
Yes No (If your answer is YES, then go further. Otherwise go to Q18)
3) Which medium helped you to know about oil pulling?
Media ads Doctors Word of mouth
4) Have you ever tried oil pulling therapy?
Yes No
If no, what is your reason? (After answering this go to Q16)
Difficulty to spend the time to try
Not clear about the product/benefits
5) How many days you have been using oil pulling therapy?
< 1 Month 1 - 2 Months 2 - 5 Months > 5 Months
6) Is there anybody else using oil pulling at your home?
Yes No
7) Why you are using oil pulling? To cure/avoid (below stated are the benefits out of oil pulling)
Mouth related infections (……)
Sleeplessness (……)
Face pimples (……)
Throat infection (……)
None (……)
Other benefits specify …………………………….
8) Have you got the benefit that which what you mentioned in Q6 as your reason for using oil pulling
Yes No
9) Are you able to find the product from the nearer retailer store?
Yes No
10) How do you feel about the advertisement?
The advertisements are attractive
The advertisements provides adequate information
The contents of the advertisements can be improved
11) Are the advertisements provide you the oil pulling relevant benefit information?
Yes No
If No, in what way the advertisements are not providing you the relevant information? In the way of
Benefits
Product knowledge
Methods to use
12) Are you still using the therapy?
Yes No if no, then reasons for stop using it
13) To whom you recommend to use oil pulling therapy?
Family Relatives Friends None
14) Reasons for unawareness.
No knowledge of product
No knowledge of benefits
15) If you know the product and its benefits, would you like to try the therapy?
Yes No
16) Suggestions?
@@@ THANK YOU FOR YOUR FEEDBACK @@@
GENDER:
Statistics
Gender
N
Valid
100
Missing
0
Gender
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
MALE
67
67.0
67.0
67.0
FEMALE
33
33.0
33.0
100.0
Total
100
100.0
100.0
INFERENCE:
From the total sample size of 100, 67 peoples are male and the remaining people of 33 are female.
OCCUPATION:
Case Processing Summary
Cases
Valid
Missing
Total
N
Percept
N
Percept
N
Percept
Gender * Occupation
100
100.0%
0
.0%
100
100.0%
Gender * Occupation Cross tabulation
Count
Occupation
Total
BUSINESS
WORK
RETIRED
OTHERS
Gender
MALE
8
38
9
12
67
FEMALE
2
8
0
23
33
Total
10
46
9
35
100
INFERENCE:
In my sample of 100, there were 67 of male and 33 of female. Out of which 46 (38 male & 8 female) were working people who have been using the therapy and rest were business and retired peoples. So from this I can say that the working people are the large number of users of therapy.
AGE/AGE COMPARISON (TRIED AND STILL USING PEOPLE):
Case Processing Summary
Cases
Valid
Missing
Total
N
Percept
N
Percept
N
Percept
Age * Occupation
100
100.0%
0
.0%
100
100.0%
Age * Occupation Cross tabulation
Count
Occupation
Total
BUSINESS
WORK
RETIRED
OTHERS
Age
20-30 yrs.
0
7
0
20
27
30-40 yrs.
5
17
0
9
31
40-50 yrs.
3
15
1
3
22
Above 50 yrs.
2
7
8
3
20
Total
10
46
9
35
100
Age * Gender Cross tabulation
Count
Gender
Total
MALE
FEMALE
Age
20-30 yrs.
13
14
27
30-40 yrs.
20
11
31
40-50 yrs.
16
6
22
Above 50 yrs.
18
2
20
Total
67
33
100
INFERENCE:
In our sample size of 100, there were totally 67 male and 33 female, out of which 31 were in between 30-40 yrs. Which means this age group got the highest users of oil pulling therapy and in that 31, 20 were male and 11 was female.
AGE WISE TRIED PEOPLE:
Case Processing Summary
Cases
Valid
Missing
Total
N
Percent
N
Percent
N
Percent
Try * Still using * Age
24
24.0%
76
76.0%
100
100.0%
Try * Still using * Age Cross tabulation
Count
Age
Still using
Total
YES
NO
20-30 yrs.
Try
YES
2
6
8
Total
2
6
8
30-40 yrs.
Try
YES
2
4
6
Total
2
4
6
40-50 yrs.
Try
YES
5
5
Total
5
5
Above 50 yrs.
Try
YES
4
1
5
Total
4
1
5
INFERENCE:
The total of 100, only 24 were tried the therapy. In that the age group who has been still using the therapy is above 50 yrs.
KNOWN AND TRIED PEOPLE:
Statistics
Know
Try
N
Valid
100
41
Missing
0
59
Know
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
YES
41
41.0
41.0
41.0
NO
59
59.0
59.0
100.0
Total
100
100.0
100.0
INFERENCE:
The graph shows that 41 number of peoples were know about the therapy and in that 24 were tried the therapy and used by them.
Try
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
YES
24
24.0
58.5
58.5
NO
17
17.0
41.5
100.0
Total
41
41.0
100.0
Missing
System
59
59.0
Total
100
100.0
INFERENCE:
The people who have tried the therapy are about 24 and the remaining was not aware of the therapy.
Medium:
Statistics
Medium
N
Valid
41
Missing
59
Medium
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
MEDIA
31
31.0
75.6
75.6
WORD OF MOUTH
10
10.0
24.4
100.0
Total
41
41.0
100.0
Missing
System
59
59.0
Total
100
100.0
INFERENCE:
The graph shows that the people who know about the therapy as well as product through media, this medium plays a vital role to make them aware.
TRIED PEOPLE FOR WHAT PURPOSE:
Case Processing Summary
Cases
Included
Excluded
Total
N
Percent
N
Percent
N
Percent
Try * Purpose
24
24.0%
76
76.0%
100
100.0%
Report
Try
Purpose
Mean
N
Std. Deviation
MOUTH RELATED
1.0000
17
.00000
PIMPELS
1.0000
3
.00000
NONE
1.0000
4
.00000
Total
1.0000
24
.00000
INFERENCE:
From the report we came to know that the therapy is make use only for mouth related (mouth ulcers) infections.
TRIED PEOPLE AND STILL USING THE THERAPHY:
Case Processing Summary
Cases
Included
Excluded
Total
N
Percent
N
Percent
N
Percent
Try * Still using
24
24.0%
76
76.0%
100
100.0%
Report
Try
Still using
Mean
N
Std. Deviation
YES
1.0000
8
.00000
NO
1.0000
16
.00000
Total
1.0000
24
.00000
INFERENCE:
When the customers don find any benefit then there is some chances of not sticking with the product.
PURPOSE AND NO OF DAYS:
Case Processing Summary
Cases
Included
Excluded
Total
N
Percent
N
Percent
N
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