The coconut oil industry has witnessed significant growth in recent years due to increasing consumer awareness of its nutritional, medicinal, and cosmetic benefits. As a versatile product used in cooking, healthcare, and personal care applications, coconut oil has gained substantial demand across both rural and urban markets. With the entry of numerous brands into the market, competition has intensified, making retailers a crucial link between manufacturers and consumers. Retailers influence brand visibility, availability, and ultimately consumer purchase decisions. This study examines the factors that influence retailers’ preferences for coconut oil brands. The research focuses on aspects such as product quality, packaging, pricing, profit margins, availability, and consumer demand. Data for the study were collected from retailers using a structured approach, and statistical tools such as mean, ranking, standard deviation, chi-square test, and cross tabulation were used for analysis. The findings provide valuable insights for manufacturers and marketers in understanding retailer behaviour and improving brand positioning in the competitive coconut oil market.
S et al. (Sun,) studied this question.