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Not AvailableThe growing demand for vegetable fats as a medium for cooking food has led to considerable expansion of oil seed crops all over the world. Safflower oilseed crop contains unique characterstics that have made the species famous through out the centuries, in particular as a multi purpose oil seed and medicinal plant. This study is focused on understanding the market for safflower oil. The survey was conducted in Hyderabad and Ranga Reddy districts with a sample of 115 respondents consisting of various income groups. The objective of the study was to assess the perception of consumers about safflower oil and to understand the consumption pattern of cooking oils. The study also focuses on identifying the key factors influencing the usage of edible oils. A regression analysis on the factors influencing consumption pattern of cooking oils revealed that the factors education,family size and income levels of the consumers have influence on the consumption of cooking oils. Majority of the consumers are aware of safflower oil as a cooking medium, however, the usage is very low which can be attributed to various reasons, of which high price of the product vis-a-vis other cooking oils was the most important reason. Majority of the respondents were using sunflower oil due to its taste, low cholestrol levels and the transparent colour. Majority of the consumers purchase the product from the vicinity i.e., general stores/ kirana stores. The major factors that influence the consumers in buying a particular cooking oil are health benefits derived from the product, price, taste and ,suitability for various culinary items.Not Availabl