author(s)
NN Wagh, SV Warade, PR Kadu and NV Shende

abstract
This study explores consumer perception and brand preference for soybean oil in Chandrapur district, addressing the increasing demand for health-oriented edible oil options. The research focuses on identifying the consumer perception and purchasing behavior, market share of leading brands, and factors influencing consumer decision. Primary data was collected from 60 consumers and 10 retailers using structured interviews. Brands such as Sneha Gold, Fortune, Saffola, Gemini, Patanjali and Dhara were analyzed using tabular, graphical, and regression tools. The study employs a multiple linear regression model to assess the impact of variables like frequency of purchase, monthly consumption, packaging, price, and availability on buying behavior. Results indicate that frequency of purchase and packaging significantly influence consumer decisions. Sneha Gold emerged as the dominant brand in both preference and market share. The findings are expected to assist manufacturers and marketers in aligning strategies with consumer expectations by focusing on quality, accessibility, and trust. This research contributes to a better understanding of rural-semi-urban consumer dynamics in the edible oil sector.