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Home»Articles»An Economic Inquiry into the Consumer’s Usage of Coconut Oil in Tamil Nadu

An Economic Inquiry into the Consumer’s Usage of Coconut Oil in Tamil Nadu

Author : K. Santhoshkumar and C. Sekar
Volume 1 No.1 January-June 2012 pp 47-53

Abstract

A study was carried out to analyze the consumers’ preference of coconut oil in Tamil Nadu state, India. Data were collected from consumers across the three major coconut producing zones of Tamil Nadu. Thirty respondents were interviewed for the survey. Among the consumers of coconut oil, a little over 33% belonged to the age group of 31-40 years and majority of them (60%) were females. TV advertisement was the major source of information about coconut products. More than 80% of the consumers were using coconut oil as hair oil. About 31% used unbranded oil for edible purposes Adequate availability of homemade oil and high price were the main reasons for not choosing branded coconut oil. The factors influencing the use of coconut oil for household consumption was examined by functional analysis. The R2 value of 0.57 indicates that about 57% of the variation in the household consumption is influenced by the family type, age, education and income of the households. The variable education was positive and significant at 5% level indicating that increase in educational level of the consumers would result in increase the household consumption. Since the price of oil is comparatively high for many of the consumers, the usage of coconut is very much limited. The unacceptable flavour and taste unlike other conventionally used oils like groundnut and gingelly oils, made the consumers not to use coconut oil for cooking purposes. The nutritive and economic values of coconut oil should be popularized among the households to enhance the usage of coconut oil as a cooking media since education played a key role in deciding the usage of oil. The misconception of consuming coconut oil inducing health hazards like accumulation of fat may be eliminated through adequate mass media contacts and awareness campaigns by the institutional agencies to ensure adequate intake of coconut oil in the day-to-day food chain mechanisms.

Keywords

Consumers, Usage Coconut Oil, Economic Inquring

Full Text:

References

Asian Review of Social Sciences (ARSS) is a quarterly international peer-reviewed journal of Social Sciences. One of the objectives of this journal is to disseminate knowledge on various research issues connected with the topics include, but are not limited to:

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A study was carried out to analyze the consumers' preference of coconut oil in Tamil Nadu state, India. Data were collected from consumers across the three major coconut producing zones of Tamil Nadu. Thirty respondents were interviewed for the survey. Among the consumers of coconut oil, a little over 33% belonged to the age group of 31-40 years and majority of them (60%) were females. TV advertisement was the major source of information about coconut products. More than 80% of the consumers were using coconut oil as hair oil. About 31% used unbranded oil for edible purposes Adequate availability of homemade oil and high price were the main reasons for not choosing branded coconut oil. The factors influencing the use of coconut oil for household consumption was examined by functional analysis. The R2 value of 0.57 indicates that about 57% of the variation in the household consumption is influenced by the family type, age, education and income of the households. The variable education was positive and significant at 5% level indicating that increase in educational level of the consumers would result in increase the household consumption. Since the price of oil is comparatively high for many of the consumers, the usage of coconut is very much limited. The unacceptable flavour and taste unlike other conventionally used oils like groundnut and gingelly oils, made the consumers not to use coconut oil for cooking purposes. The nutritive and economic values of coconut oil should be popularized among the households to enhance the usage of coconut oil as a cooking media since education played a key role in deciding the usage of oil. The misconception of consuming coconut oil inducing health hazards like accumulation of fat may be eliminated through adequate mass media contacts and awareness campaigns by the institutional agencies to ensure adequate intake of coconut oil in the day-to-day food chain mechanisms.

Editor-in-Chief
Dr. Lakshmi Narayanan
Department of Social Sciences, College of Arts and Applied Sciences, Dhofar University, Oman
[email protected]
Editorial Advisory Board
Dr. Mashitah Binti Hamidi
Department of Social Administration and Justice, University of Malaya, Malaysia
[email protected]
Dr. Jillian Ooi Lean Sim
Department of Geography, University of Malaya, Malaysia
[email protected]
Dr. Haris Bin Abd Wahab
Department of Social Administration and Justice, University of Malaya, Malaysia
[email protected]
Dr. Mohana Dass Ramasamy
Department of Indian Studies, University of Malaya, Malaysia
[email protected]
Dr. Ma Tin Cho Mar @ Noorjahan Bi Bi
Department of South East Asian Studies, University of Malaya, Malaysia
[email protected]
Dr. Asbah Binti Razali
Department of Anthropology and Sociology, University of Malaya, Malaysia
[email protected]
Dr. Azharudin Bin Mohamed Dali
Department of History, University of Malaya, Malaysia
[email protected]
Dr. Hasmah Binti Zanuddin
Department of Media Studies, University of Malaya, Malaysia
[email protected]

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    Editorial Note

    Editorial Dr. Lakshmi Narayanan

    Editor-in-Chief
    Dr. Lakshmi Narayanan
    Department of Social Sciences, College of Arts and Applied Sciences, Dhofar University, Oman
    [email protected]
    Editorial Advisory Board
    Dr. Mashitah Binti Hamidi
    Department of Social Administration and Justice, University of Malaya, Malaysia
    [email protected]
    Dr. Jillian Ooi Lean Sim
    Department of Geography, University of Malaya, Malaysia
    [email protected]
    Dr. Haris Bin Abd Wahab
    Department of Social Administration and Justice, University of Malaya, Malaysia
    [email protected]
    Dr. Mohana Dass Ramasamy
    Department of Indian Studies, University of Malaya, Malaysia
    [email protected]
    Dr. Ma Tin Cho Mar @ Noorjahan Bi Bi
    Department of South East Asian Studies, University of Malaya, Malaysia
    [email protected]
    Dr. Asbah Binti Razali
    Department of Anthropology and Sociology, University of Malaya, Malaysia
    [email protected]
    Dr. Azharudin Bin Mohamed Dali
    Department of History, University of Malaya, Malaysia
    [email protected]
    Dr. Hasmah Binti Zanuddin
    Department of Media Studies, University of Malaya, Malaysia
    [email protected]

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