Abstract
The aim of this research is to understand the factors behind coconut oil purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors.. Consumers are now able to compare many features in the commodities like quality, price and value for money to decide which product they want to buy for their needs. This paper focus on buying decision of consumer towards branded coconut oil products were the fastest growing category in commodity market. The model aim at giving the consolidated brand loyalty scores for the different brands. The research presents a strategic framework for building strong brands in commodity products and providing various strategies to increase brand awareness and create a loyal customer base. The study involved a questionnaire administered to 100 consumers between April 2017 and May 2017. The consumers were chosen by convenience sampling method.
Keyword: Quality, Price Loyalty, Branding, Comparison
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