International Research Journal of Education and Technology

This study explores consumer preferences toward Mr. Gold Oil, a popular edible oil brand in Tamil Nadu, focusing on the factors that influence purchasing decisions. The research was conducted in Coimbatore using a descriptive research design with primary data collected through structured questionnaires. Key aspects analyzed include quality, price, brand image, packaging, health benefits, and consumer satisfaction. The findings reveal that quality and brand loyalty are the most influential factors driving consumer choice, followed by price and packaging. A majority of respondents rated Mr. Gold Oil positively and expressed satisfaction with its availability and effectiveness in cooking. Statistical tools such as percentage analysis and ANOVA were employed to interpret the data. The results indicate a strong brand presence and customer trust, while also identifying opportunities for improvement in advertising effectiveness and market outreach. The study concludes with recommendations to enhance marketing strategies, product packaging, and distribution channels to strengthen Mr. Gold Oil's market position further.

Key words: Brand Communication, Customers, Brand loyalty, Customers preference.