CONSUMER BUYING BEHAVIOUR OF VIRGIN EDIBLE OILS – A LITERATURE SURVEY AND CONCEPTUAL FRAMEWORK

With the growing importance of inter disciplinary approaches in management, it was also relevant to study the impact of consumer behaviour towards buying virgin edible oils. In the present study, the author tried to understand the combination of factors influencing the buying behaviour of virgin edible oils. Further the literature review approach as carried out to understand the definite gap that exists in the selected area of research. Also the study added two more variables to the study say, consumer awareness, attitude and the level of satisfaction towards the future buying potential of the edible oils. This would enhance the focus of consumers on buying decision of the edible oils which in turn would help to understand the customer pulse based on the identified relationship between the variables of the study. Vast literature was assessed on all the variables and the research gap was identified paving way for an important objective of studying the impact of factors influencing customer buying behaviour of virgin edible oils