Analyzing customer behavior and retention strategies in the edible vegetable oil e-commerce industry

A Apsana; K Divya; M Malarkodi; M Kavitha; CS Sumathi

doi:10.14719/pst.5687

Authors

Apsana A Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India https://orcid.org/0009-0005-1147-5639
Divya K Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India https://orcid.org/0000-0003-2805-9357
Malarkodi M Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India https://orcid.org/0000-0003-3880-3418
Kavitha M Department of Vegetable Crops, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India https://orcid.org/0000-0002-8838-8948
Sumathi C S Department of Physical Science and Information Technology, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India https://orcid.org/0000-0002-5426-2722

DOI:

https://doi.org/10.14719/pst.5687

Abstract

The research article explores consumer behaviour on e-commerce platform and proposes strategies to enhance customer retention within the edible vegetable oil industry. The growing adoption of e-commerce presents a crucial opportunity to understand purchasing patterns and consumer preferences compared to traditional retail models. The study is based on data collected from 200 respondents, providing valuable insights into customer behaviour regarding edible oils like soybean oil, palm oil, and sunflower oil, which dominate both the Indian and global markets. The research examines factors influencing customer loyalty, including brand awareness, online promotions, pricing, and product quality. The findings are expected to offer significant insights for companies seeking to optimize operations in the edible oil industry while refining e-commerce strategies. Additionally, the study aims to support the development of long-term customer relationships in a highly competitive market.

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