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ANURADHAILA
CHARVEEPOORVA
CONSUMER ANALYS IS
Baskin Robbins is the world’s largest chain of Ice Cream shops with more than 7,000 locations in nearly 50 countries. Baskin Robbins was named in the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’ s 31st annual Franchise 500 ranking.
Baskin Robbins creates and markets, innovation, premium ice cream, specially frozen desserts and beverages, providing quality and value to customers at nearly 7,000 retail shops in nearly 50 countries. Baskin Robbins is a part of the Dunkin’s Brands Group, Inc.
Baskin Robbins’s mainly focuses on the quality, and community to last and desire to share it with others. They believed that people should have choices, so they offered 31 flavors, one for everyday of the month.
MISSION
67%
33% 5-10 YEARS10-25 YEARS25-40 YEARS40-60 YEARS60+
AGE
29%
71%
Gender
MALEFEMALE
67%
33%
MARITAL STATUS
SINGLEMARRIED
STAND ALONE STORE@ HSR LAYOUT, 27TH MAIN.
80%
20% OCCUPATION
STUDENTENTREPENUERPRIVATEGOVERNMENT
GOING OUT
0 1 2 3 4 5 6 7 8
ALONEFRIENDSFAMILYOTHERS
5 6 7 8 9 10 11 12
Series3; 20
BASKIN AND ROBBINSBASKIN AND ROBBINS
VISIT0
0.51
1.52
2.53
3.54
EVERYDAY
ALTERNATE
EVERY WEEKEND
ONCE IN A MONTH
ONCE IN 3 MONTHS
OUTLET
0
0.5
1
1.5
2
2.5
3
3.5
4
SWENSENSB n RSWIRLOTHERS
HOW OFTEN DO YOU VISIT DESSERT OUTLETS?
WHICH ICE CREAM OUTLET DO YOU VISIT ?
37%
63%
GENDER
MaleFemale
79%
11%
11%
AGE
5-10 years10-25 yrs25-40 yrs40-60 yrs60+
Student
Enterpreneur
Private org
Government
0 1 2 3 4 5 6 7 8
OCCUPATION
MARITAL STATUSSingleMarried
BASKIN ROBBINS OUTLET@GARUDA MALL
RESIDENCE IN BANGALORE
Mahatma Gandhi road Wilson Garden Indira Nagar KormangalaTrinity Circle Victoria Layout Basweshwar nagar BTM, HSR
Everyd
ay
Altern
ate day
s
Every
weekend
Once in
a month
Every
three m
onths
2 1
96
1
HOW OFTEN DO YOU VISIT
5%
62%29%
5%
WHO DO YOU USUALY GO
WITH AloneFriendsFamilyOthers
84%
16%
DO YOU LIKE EATING OUT
YesNo
Swensens
Baskin Robbins
Swirl
Dairy Queen
Others
6
8
3
0
2WHICH OUTLET DO YOU VISIT
WHAT DO YOU LIKE TO DO IN YOUR FREE TIME?
21%
32%
47%
WHAT DO YOU THINK ABOUT BASKIN AND
ROBBINSExcellentVery goodGoodBadPoor
GENDER
MaleFemale
AGE
5-10 years10-25 yrs25-40 yrs40-60 yrs60+
Student
Enterpreneur
Private org
Government
0 1 2 3 4 5 6 7
OCCUPATIONMARITAL STATUS
SingleMarried
BASKIN ROBBINS OUTLET@CENTRAL MALL
WHAT DO YOU LIKE TO DO IN YOUR FREE TIME?
Everyd
ay
Every
weekend
Every
three m
onths
0246
HOW OF-TEN DO YOU VISIT
DO YOU LIKE EATING OUT?
YesNo
WHAT DO YOU THINK ABOUT BASKIN AND ROBBINS
ExcellentVery goodGoodBadPoor
OVERALL CUSTOMER ANALYSIS
Male29%
Female71%
GENDER
AGE
5-10 years10-25 yrs25-40 yrs40-60 yrs60+
MARITAL STATUS
SingleMarried
Main Customer Base consists of two demographics:1. Younger generations in the 10-25 year old range (particularly college and school going children).2. Families with childrenin the 25-40 yr bracket (Attracted to traditional shops like Baskin-Robbins).
56%
9%
29%
6%OCCUPATION
EnterpreneurPrivate orgStudentGovernment
Everyd
ay
Altern
ate day
s
Every
weekend
Once in
a month
Every
three m
onths
0
4
8
12
16
HOW OFTEN DO YOU VISIT
How often do you visit desert outlets??Ice cream shop customers mainly consist of impulse purchasers who may or may not be regular users. Among respondents who have gotten ice cream, 81% made the decision to do so within an hour of purchase. Because of this, ice cream shops particularly try to focus on ways to drive customers to become planned purchasers, in order to add to their already existing customer base of impulse purchasers.
Most of the people who visit desert outlets are students, who come with their friends.
The next group who frequents desert outlets are people who work in private organisation.
DO YOU LIKE EATING OUT
YesNo
WHO DO YOU USUALY GO WITH
AloneFriendsFamilyOthers
Which outlet do you visit the most?
Swensens
Baskin n Robbins
Swirl
Others
BaskinRobbins seems to especially target families and children, perhaps because they are viewed as a traditional ice cream shop, as opposed to being a more upscale super-premium shop.
WHAT DO YOU THINK ABOUT BASKIN AND ROBBINS
ExcellentVery goodGoodBadPoor
High quality- High price Low quality- High price
High quality- Low price Low quality- Low price
How do you perceive Baskin robbins in terms of quality and price??
Majority of the people thought that Baskin Robbins is a “GOOD” brand, with peole voting for it to be excellent and very good also.
People rank Baskin Robbins to be a brand whichhas “High Quality” and a “Reasonable” price.
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