Though we have a range of seed types, only 3-4 oil types dominate the Indian urban landscape. Mustard oil is one of the traditional dominant oil being consumed. Oil consumption is driven by the region and affluence. Although the awareness exists in edible oil consumption, but experimentation is low. The length of association with mustard oil or of one seed types is 5 years and above in most household. Scale chart has been used to map the consumer behaviour in tandem with secondary data of AC Nielsen and TAMs media consumption for BEI Brand Equity Index.

KEYWORDS: Consumer, Edible Oil, Brands, Shopper, West Zone, Maharashtra, Mustard Oil, Tez.