AAYUSHI MAHESHWARI (PG-10-24)KAVITA NAIK (PG-10-31)PRAAJAKTA NARVEKAR (PG-10-33)VAIBHAV SARANGLE (PG-10-42)

MARKET RESEARCH FOR NEW BRAND OF

ICECREAM PARLOR

Annexure-

List of tables-• Table-1: TOMA• Table-2: Frequency of visit• Table-3: Preferred Ice-cream parlor• Table-4: Visit a brand since• Table-5: Factor customer likes about the ice-cream parlor • Table-6: Average expenditure per visit per person• Table-7: Opportunity Score Matrix• Table-8: Modified Multidimensional scaling (MMDS)- Master

table• Table-9: Factor analysis• Table-10: Component identification table• Table-11: Number of members in each cluster

• Table-12: Conjoint Analysis Summary• Table-13: TOMA v/s AGE• Table-14: TOMA v/s AGE – Chi-Square Test• Table-15: TOMA v/s INCOME• Table-16: TOMA v/s INCOME – Chi-Square Test• Table-17: TOMA v/s OCCUPATION• Table-18: TOMA v/s OCCUPATION – Chi-Square Test• Table-19: TOMA v/s EDUCATIONAL BACKGROUND• Table-20: TOMA v/s EDUCATIONAL BACKGROUND – Chi-Square Test• Table-21: Occupation v/s Expenditure per visit per person• Table-22: Occupation v/s Expenditure per visit per person- Chi-Square

Test

List of Charts-

• Chart-1: TOMA• Chart-2: Frequency of visit• Chart-3: Preferred Ice-cream parlor• Chart-4: Average expenditure per visit per person• Chart-5: MMDS- Quality• Chart-6: MMDS- Affordability• Chart-7: MMDS- Variety• Chart-8: MMDS- Ambience• Chart-9: MMDS- Offers• Chart-10: MMDS- Low-fat product• Chart-11: Cluster-1: Occupation• Chart-12: Cluster-1: Educational Background• Chart-13: Cluster-2: Occupation• Chart 14: Cluster-2: Educational Background

INTRODUCTION

The Ice-cream industry in India is reflective of overall population distribution.

30% of entire market is organized.

The Ice-cream industry in India is worth Rs. 2000 crores.

The industry can be divided into branded and unbranded market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores

A gradual shift in consumers’ perception of ice cream from an impulse/on-the-go treat to an affordable indulgence to be enjoyed at home with family members.

Baskin Robbins became huge success with its premium ice-creams which lead to increased demand for more exotic and indulgent flavours of packaged ice cream in 2010

Brands such as Amul, Vadilal and Havmor responded strongly to this shift

Trends Why organized parlors?

Major playersAmul

Baskin Robbins

Naturals

Gelato

Mc D

Objective

Main objective

Understanding market scenario for Organized Ice-cream parlor

Sub-Objective

Customer perception about Ice-cream served by organized parlors

To understand customer consumption pattern based on lifestyle etc.

Designing positioning statement for organized ice-cream parlor

Methodology

The methods used for data collection were primary as well as secondary.Primary data collection

Quantitative analysis: Stratified Random Sampling from different age groups and different occupation.Secondary data collection: Websites and even articles from newspapers available on the internet.

The research design that was followed was of Exploratory and Descriptive Research.

Sample Design: Quantitative data collected through survey varied from

Different Income GroupDifferent Age GroupDifferent Occupation

Sample Size: 180 was drawn on the basis of those who avail the services of organized ice-cream parlors.All the respondents are from Mumbai.

Limitations

The survey done on the consumers are only from Mumbai, so the report does not show the preferences of the consumers all through out India.

Analysis

Name ice-cream parlors you can recollect

Frequency Percent Valid Percent

ValidBaskin & Robins

38 21.11111 21.11111

Naturals64 35.55556 35.55556

Gelato20 11.11111 11.11111

Amul46 25.55556 25.55556

McDonalds8 4.444444 4.444444

Other4 2.222222 2.222222

Total180 100 100

ToMA

How frequently you go to an Ice-cream parlor?

Frequency Percent Valid Percent

Valid Once in a week 64 35.55556 35.55556

Once in a fortnight 42 23.33333 23.33333

Once in a month 70 38.88889 38.88889

Never 4 2.222222 2.222222 Total 180 100 100

Which ice-cream parlor you go very frequently?

Frequency Percent Valid Percent

Valid Baskin & Robins 40 22.22222 22.22222

Naturals 48 26.66667 26.66667 Gelato 48 26.66667 26.66667 Amul 32 17.77778 17.77778 McDonalds 12 6.666667 6.666667 Total 180 100 100

VISIT TO PARLOR

For how long you are visiting this ice-cream parlor?

Frequency Percent Valid Percent

Valid Less than 3 months 46 25.55556 25.55556

3 months- 1 year 38 21.11111 21.11111

1-3 years 58 32.22222 32.22222

More than 3 years 38 21.11111 21.11111

Total 180 100 100

What do you like the most about Ice-cream parlor you visit regularly

Frequency Percent Valid Percent

Valid The quality is good 56 31.11111 31.11111

Variety Available to choose from 70 38.88889 38.88889

Locational Convinience 38 21.11111 21.11111

Affordability 12 6.666667 6.666667

Offers 4 2.222222 2.222222 Total 180 100 100

PARLOR PREFERENCE

How much do you spend per person per visit?

Frequency Percent Valid

Percent

Valid Rs. 20-30 6 3.333333 3.333333 Rs. 40-70 75 41.66667 41.66667 Rs. 70-100 68 37.77778 37.77778

More than Rs.100 31 17.22222 17.22222

Total 180 100 100

SPENDINGS

MMDS-Quality

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

-0.10 -0.05 0.00 0.05 0.10 0.15

Quality

MMDS-Affordability

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

-0.50 -0.40 -0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40

Affordability

MMDS Variety

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

-0.15 -0.10 -0.05 0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35

Variety

MMDS- Ambience

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30

Ambience

MMDS- Offers

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

-0.50 -0.40 -0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40 0.50

Offers

MMDS- Low-fat product

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60

Low-Fat Products

Opportunity Score Matrix

Parameter ImportanceI

SatisfactionS I-S

Opportunity score=I+(I-S)

Quality 3.7444 3.7556 0 3.7444

Variety 3.6889 3.7889 0 3.6889

Availability of flavors 3.7667 3.7778 0 3.7667

Offers 3.5444 3.1444 0.4 3.9444

Affordability 3.5667 3.2556 0.3111 3.878

Low-fat products 3.1444 2.9444 0.2 3.3444

Location 3.5222 3.2667 0.2555 3.777

Ambience 3.8667 3.5889 0.2778 4.145

Factor analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.697

Bartlett's Test of Sphericity Approx. Chi-Square 857.773 df 55 Sig. 0

75.174% of the variances are explained by 4 components

From Rotational component matrixComponent 1 Component 2 Component 3 Component 4

Is overall a good product

Offers you a low-fat product

Is where one can have ice-cream at any time of the day

Is place to go on special occasions like Birthday and festivals

Is a place for me where I can hangout with my family

Is very close to my place

Is where one can have ice-cream after every meal

Is a place with good ambience

Is very good place for quality

Offers you value for money

Offers you wide variety of flavors to choose from

Cluster analysis

Hierarchical mean-• From agglomeration schedule it is observed

that there are 2 clusters.

K-mean method- Number of Cases in each Cluster

Cluster 1 96 2 84

Valid 180Missing 0

Cluster Characteristics

• Cluster 1-– Average age 28.60 years– Gender ratio- 1:1– Average monthly income- Rs. 24,427.08

29.1666666666667

50

14.5833333333333 6.25

Occupation

StudentServiceHousewifeUnemployed

37.5

47.9166666666

666

12.5

2.08333333333334

Educational Background

Under-graduateGraduatePost-grad-uateProfessional

Cluster Characteristics

• Cluster 2-– Average age 29.55 years– Gender ratio- 64.3:35.7– Average monthly income- Rs. 34,821.42

28.5714285714286

50

14.2857142857143

7.1428571428571

4

Occupation

StudentServiceHousewifeUnemployed

33.3333333333

333

50

16.6666666666

667

Educational Background

Under-graduateGraduatePost-grad-uate

Parameters Part utilities RangeSTRAWBERRY -0.592 1.252SITAFAL (CUSTARD APPLE) 0.66 SEASONED BROWNIE -0.068 Rs.30 -0.98 1.678Rs.60 0.282 Rs.90 0.698 Single scoop -1.319 2.336Double scoop -0.302 Family pack 1.017

• Most important parameter- Quantity• Most important combination- Sitafal, Family Pack & Rs.90

Conjoint Analysis

ToMA v/s Age-

ToMA 1

TotalBaskin & Robins Naturals Gelato Amul McDonalds Other

Age

Less than 15 years

Count 2.00 4.00 0.00 2.00 2.00 0.00 10.00

% of Total 1.10% 2.20% 0.00% 1.10% 1.10% 0.00% 5.60%

15-30 years

Count 32.00 38.00 8.00 24.00 6.00 4.00 112.00

% of Total 17.80% 21.10% 4.40% 13.30% 3.30% 2.20% 62.20%

31-45 years

Count 0.00 16.00 10.00 18.00 0.00 0.00 44.00

% of Total 0.00% 8.90% 5.60% 10.00% 0.00% 0.00% 24.40%

46-60 years

Count 4.00 6.00 2.00 2.00 0.00 0.00 14.00

% of Total 2.20% 3.30% 1.10% 1.10% 0.00% 0.00% 7.80%

Total

Count 38.00 64.00 20.00 46.00 8.00 4.00 180.00

% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%

ToMA v/s Age- Chi-Square

Chi-Square Tests

Value dfAsymp. Sig. (2-

sided)Pearson Chi-

Square 37.425a 15 0.001

Likelihood Ratio 47.393 15 0

Linear-by-Linear Association 0.049 1 0.824

N of Valid Cases 180

ToMA v/s Income

Name ice-cream parlors you can recollect

Baskin & Robins Naturals Gelato Amul McDonalds Other Total

Monthly Family Income

Less than Rs. 25000

Count 14 12 8 14 2 2 52

% of Total 7.80% 6.70% 4.40% 7.80% 1.10% 1.10% 28.90%Rs. 25001-

35000

Count 10 36 10 8 6 0 70% of Total 5.60% 20.00% 5.60% 4.40% 3.30% 0.00% 38.90%

Rs. 35001-45000

Count 14 14 2 10 0 0 40% of Total 7.80% 7.80% 1.10% 5.60% 0.00% 0.00% 22.20%

Rs. 45001-55000

Count 0 0 0 14 0 2 16% of Total 0.00% 0.00% 0.00% 7.80% 0.00% 1.10% 8.90%

Rs. 55001- 65000

Count 0 2 0 0 0 0 2% of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10%

Total

Count 38 64 20 46 8 4 180% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%

ToMA v/s Income

Chi-Square Tests

Value dfAsymp. Sig. (2-

sided)Pearson Chi-

Square 75.990a 20 0Likelihood Ratio 79.101 20 0

Linear-by-Linear Association 2.607 1 0.106

N of Valid Cases 180

Occupation V/s TOMA

Name ice-cream parlors you can recollect

TotalBaskin & Robins Naturals Gelato Amul McDonalds Other

Occupation

Student

Count 16 14 2 14 6 0 52% of Total 8.90% 7.80% 1.10% 7.80% 3.30% 0.00% 28.90%

Service

Count 14 38 10 26 0 2 90% of Total 7.80% 21.10% 5.60% 14.40% 0.00% 1.10% 50.00%

Self-employed/ professiona

l

Count 6 6 0 0 0 0 12

% of Total 3.30% 3.30% 0.00% 0.00% 0.00% 0.00% 6.70%

Housewife

Count 2 6 4 6 2 0 20% of Total 1.10% 3.30% 2.20% 3.30% 1.10% 0.00% 11.10%

Unemployed

Count 0 0 4 0 0 2 6

% of Total 0.00% 0.00% 2.20% 0.00% 0.00% 1.10% 3.30%

Total

Count 38 64 20 46 8 4 180% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%

Occupation V/s TOMA

Chi-Square Tests

Value dfAsymp. Sig. (2-

sided)

Pearson Chi-Square 83.173a 20 0

Likelihood Ratio 68.264 20 0

Linear-by-Linear Association 2.111 1 0.146

N of Valid Cases 180

Educational Background v/s ToMA

Name ice-cream parlors you can recollect

TotalBaskin & Robins Naturals Gelato Amul McDonald

s Other

Educational

Qualification

Under-graduate

Count 20 24 2 18 0 0 64

% of Total 11.10% 13.30% 1.10% 10.00% 0.00% 0.00% 35.60%

Graduate

Count 16 32 12 24 2 2 88% of Total 8.90% 17.80% 6.70% 13.30% 1.10% 1.10% 48.90%

Post-graduate

Count 2 6 6 4 6 2 26

% of Total 1.10% 3.30% 3.30% 2.20% 3.30% 1.10% 14.40%

Professional

Count 0 2 0 0 0 0 2

% of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10%

Total

Count 38 64 20 46 8 4 180% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%

Educational Background v/s ToMA

Chi-Square Tests

Value dfAsymp. Sig. (2-

sided)Pearson Chi-

Square 48.400a 15 0Likelihood

Ratio 43.076 15 0Linear-by-

Linear Association 11.026 1 0.001

N of Valid Cases 180

Occupation v/s Expenditure

How much do you spend per person per visit?

TotalRs. 20-30 Rs. 40-70 Rs. 70-100

More than Rs.100

Occupation

Student

Count 6 30 13 3 52% of Total 3.30% 16.70% 7.20% 1.70% 28.90%

Service

Count 0 29 41 20 90% of Total 0.00% 16.10% 22.80% 11.10% 50.00%

Self-employed/

professional

Count 0 6 6 0 12

% of Total 0.00% 3.30% 3.30% 0.00% 6.70%

Housewife

Count 0 10 2 8 20% of Total 0.00% 5.60% 1.10% 4.40% 11.10%

Unemployed

Count 0 0 6 0 6% of Total 0.00% 0.00% 3.30% 0.00% 3.30%

Total

Count 6 75 68 31 180% of Total 3.30% 41.70% 37.80% 17.20% 100.00%

Occupation v/s Expenditure-

Chi-Square Tests

Value dfAsymp. Sig. (2-

sided)Pearson Chi-

Square 51.723a 12 0Likelihood

Ratio 56.814 12 0Linear-by-

Linear Association 9.702 1 0.002

N of Valid Cases 180

Name of the parlor- SCOOPEDCOMFORT OF HAVING A SCOOP……

PROMOTIONAL OFFERS• FOR STUDENTS DURING COLLEGE BREAK HOURS• OFFERS FOR REGULAR CUSTOMERS• B2B OFFERS BY THE WAY OF CORPORATE VOUCHERS

Diagnosis

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