COnsumer Purchasing Behavior for Ice Creams 1

8/2/2019 COnsumer Purchasing Behavior for Ice Creams 1

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INTRODUCTION OF THE RESPONDENTS

1. Age wise distribution of respondent from various age groups:

Observations and findings:

A total sample space of 200 respondents was interviewed and the above graph

reveals the facts.

The method of random and stratified sampling was considered. 23 respondents

from the age group of below 15 years were interviewed. 28 and 22 respondents wereinterviewed from the age groups 16 25 years, 26 33 years respectively and the final

group comprised of 27 respondents.

These candidates were interviewed near school, colleges & ice-cream parlours.

22% 28%

23%27%

Below 15yr16 - 25yr 26 - 33yr

34 & above


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2. Name of the brand that was responded first in ice-cream consumption

by respondents of various age groups:

AGE GROUP

BRANDS

Below 15 16 25 26 33 34 & above Total

Amul 24 26 18 36 104

Kwality Walls 14 20 16 12 62

Vadillal 2 2 4 4 12

Pastonji -- -- -- 2 2

Dinshaws -- -- -- -- --

Baskin Robinns 4 4 6 -- 14

Other / Local 2 4 -- -- 6

Total 46 56 44 54 200

3. Brand preferred in the age group of below 15 years:

2

1% 7%

6%

3%

31%

52%

Amul Kwality Walls Vadillal

Pastonji Dinshaws Baskin Robinns

Locals


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From the above diagram it is highlighted that majority of the respondents prefer

Amul ice-cream. The figure mentioned above is of those consumers who are loyal to

a particular brand and always prefer ice-cream of the said brand.

It is reasonably priced & the other reason is that it is quite easily available than

any other ice-cream brands in town.

Approximately 60% of the total respondents interviewed go for Amul ice-cream.

Consumers from this age group like cone and tri-cone, which has been introduced by

Amul, has been turned out to be the power brand for it.

Although this age group likes ice-cream much more compared to other age

groups, their pocket money restrict them towards the frequency of consumption.

4. Flavour that comes to mind first when the asked about ice-cream in

various class.

Amul

53%Kwality

Walls

30%

Vadilal

4%

BaskinRobbins

9% Locals

4%

Amul Kwality Walls Vadilal

Baskin Robbins Locals

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Flavour Below 15 16 25 26 33 34 above Total

Vanilla 4 6 10 24 44

Butterscotch 8 12 12 14 46

Chocolate 16 20 8 6 50

Strawberry 12 8 8 8 36

Mango 2 2 -- -- 4

Black Current 4 8 6 -- 18

Keser Pista -- -- -- 2 2

Kaju Draskh -- -- -- -- --

Total 46 56 44 54 200

5. The ice-cream flavour which the consumers like the most.

Flavour Below 15 16 25 26 33 Above 34 Total

Vanilla 2 2 -- 20 24

Butterscotch 14 20 18 22 74

Chocolate 18 16 6 4 44

Strawberry 4 6 12 4 26

4

18%

25% 23%

2%9%

1%

22%

Vannila Butter sctoch Chocolate StarwberryMango Black Current Keser Pista


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Mango 2 2 -- -- 4

Black Current 6 8 6 -- 20

Keser Pista -- 2 2 4 8

Kaju Draskh -- -- -- 2 2

Total 46 56 44 54 200


After analysing it has been found that butterscotch has been the favourite flavour of

consumer from various age groups. Of the total sample space interviewed 36% like

butterscotch.

Then the most preferred flavour is chocolate. This flavour is very much preferred

by kids and consumer from the age group of 16 25 years.

5

13%

22%36%

2%10% 4% 1% 12%

Vannila Butter sctoch Chocolate Starwberry

Mango Black Current Keser Pista Kaju Draksh


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It is quite clear that kids, teenagers, school going childrens as well as college

students love chocolate, so they mostly prefer chocolate flavour. This group has made

chocolate to rank third in the flavour ranking.

Consumers also have a special liking towards vanilla, strawberry, and black current

among the other flavour.

The above diagram clearly states that vanilla is much preferred by consumers above

34 years i.e. out of the total preference, 85% are from this age group.

15% of the respondents from the age group of below 15 years and 16 25 like

strawberry. But the professionals from the age group of 26 33 years enjoy the major

consumption of strawberry i.e. nearly 50%

6. Frequency of taking ice-cream in various age groups.

Below 15 16 25 26 33 Above 34 Total

DAILY 6 14 6 -- 26

2 3 TIMES IN A WEEK 26 22 10 4 62

4 6 TIMES IN A WEEK 2 12 -- -- 14

ONCE IN A WEEK 6 4 8 -- 18

ONCE IN 10 DAYS -- -- -- 12 12

ONCE IN 2 3 WEEK 6 4 10 2 22

ONCE IN A MONTH -- -- 10 18 28

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ONCE IN 2 3 MONTH -- -- -- 10 10

ONCE IN 4 6 MONTH -- -- -- 8 8

TOTAL 46 56 44 54 200


13% of the total representative consumes ice-cream daily on an average.

Surprisingly, more than 50% of which belongs to the age group of 16 25 years.

31% of the representative consumes ice-creams twice to thrice a week. Majority of

which belongs to the age group of below 15 years.

9% of the representatives have once in a week.

40% of the representative consumes ice-cream on an average once in a month to

once in 4 6 months.

7

4%

14%

6%

11%

5%

31%7%9%

13%

DAILY 2-3 TIMES A WEEK

4-6 TIMES A WEEK ONCE IN A WEEK

ONCE IN 10 DAYS ONCE IN 2-3 WEEKS

ONCE IN A MONTH ONCE IN 2-3 MONTH

ONCE IN 4 - 6 MONTH


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From the above observations it can be analysed that:

The representatives in the age group of below 15 years want to consume more but

are restricted either by the parents or by the pocket money.

The majority of the consumers belong to the age group of 16 25 years, the reason

being that they are old enough that no one can overrule their minor decisions.

The representatives in the age group of 34 and above are the least consumers,

because they are more of health conscious type.

The only representative who takes their decision on the basis of their temptation

belongs to the age group of 26 33 years.

7. Most preferred form of purchasing ice cream:

Products Below 15 16 25 26 33 Above 34 Total

Cups 8 10 10 14 42

Cones 22 26 8 8 64

Candy 8 6 - 2 16

Scoop 4 - 4 -- 8

Party-pack -- 2 2 -- 4

Familypacks -- -- 2 12 14

Sundaes 4 12 18 18 52Others -- -- -- -- --

Total 46 56 44 54 200

832%8%4%2%

26%

21%

7%

Cups Cones Candy

Scoop Party packs Family Packs

Sundaes


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It is found that cones are much preferred by all segments while having ice-cream.

Nearly 50% of the consumers in the age group of 10 25 years are fond of cone. Trend

has changed because of tri-cone and cornetto.

Cups follow the cones; the consumers feel that ice-creams can be enjoyed

thoroughly through cups.

The consumers in the age group of 34 and above mainly prefer family-packs. The

facts revels that 25% of the respondent in the group of 34 and above prefer more of

family packs. The consumption of family packs is not frequent as compared to that of

cones and cups.

Sundaes the newly introduced variety in ice-cream has made a good progress in

market it has been appreciated in all class and various age groups. Approximately on an

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average 25% prefer sundaes in the age group of below 15 years, 16 25 years, and

consumer above 34 years.

Nearly 50% of the consumers interviewed from the age group of 26 34 years like

sundaes. And the rate of consumption is also appreciable. The Mumbaities have a

special liking towards sundaes after cones.

0

2

4

6

8

10

12

14

10 - 17 yr 18 - 25 yr 26 - 33 yr Above 34 yr

Cups Cones Candy Scoop Party Packs Family Packs Sundaes

8. Reasons to buy a particular brand of Ice Cream:

AGE

CRITERIA

Below 15

1 5

16 25

1 5

26 33

1 5

34 & above

1 5

TOTAL

1 5TASTE 38 -- 42 -- 20 -- 20 02 120 02

QUALITY 04 -- 08 -- 16 -- 20 02 48 02

PRICE 02 16 04 20 04 20 10 08 20 64

AVALABILITY 02 16 -- 20 -- 08 02 28 04 72

BRAND NAME -- 14 02 16 04 16 02 14 08 60

TOTAL 46 46 56 56 44 44 54 54 200 200

10

120

2

48

220

64

4

72

8

60

0

20

40

60

80

100

120

Taste Quality Price Avalibility Brand name

Important Less Important


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In the above table Criteria 1stands for that factor which consumer feel as most

important while consumption of ice-cream is concerned. While Criteria 5 representsthat group where consumers feel that the concerned factor is of least important while

buying an ice-cream.

60% of the candidates interviewed buy ice-cream because they like the taste.

From the total no respondents interviewed in the age group of below 15 years 83%

buys ice-cream because of its taste. To add more 75% of the respondent from the age

group of 16 25 years feel taste is the only factor for ice-cream consumption. And

nearly 50% of the respondents from the other remaining group share this type of

feeling.

Taste and quality goes side by side. 22% feels that quality matters a lot for them in

purchasing of ice-cream.

Other factors such as brand name and availability are not that important while

consumption of ice-cream is concerned.

Where as price does not affect the consumers much when he is satisfied with the

taste and quality that he has been offered.

With reference to the above diagram it was found that 36% of the candidates

interviewed are not loyal to a particular brand of ice-cream for this class taste matters a

lot and availability is the secondary factor in buying of ice-cream.

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9. Representation of how the consumers perceive the price of different

brand with respect to taste and quality:

Brand High Fair Low DontKnow

Total

Amul 8 144 46 2 200


Vadillal 30 124 16 30 200

Pastonji 52 40 18 90 200

Dinshaws 34 62 22 82 200

Baskin Robinns 124 20 -- 56 200

Total 348 486 104 262 1200


13

Low

9%

Fair

40%

High

29%Don't Know

22%

High Fair Low Don't Know


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The pie states the finding, which were obtained when the respondents from different age

group were asked about how they perceive the price of the different brand with respect to

taste and quality provided. The opinions are as follows:

40% of the respondents feel that the price coated by different companies is fair.

72% of the consumers feel that price of Amul is fair whereas 48% perceive price of

Kwality Walls as quite fair when asked with due respect to taste and quality.

9% of the total sample size feels that price of ice-cream of different brand in market

is low with respect to taste and quality which they deliver. Surprisingly none of the

respondent perceive price of Baskin Robbins as low and just one of the consumer

mentioned price of Walls to be lower keeping the taste and quality provided into

consideration.

29% of the respondents feel that the price coated is high when asked with respect to

brand name. This is because 62% of the consumers feel price of Baskin Robbins as

high. And 50% of the total sample space perceives the same feeling when asked for

Kwality Walls. And surprisingly just 4% of them have mentioned the price of Amul to

be higher with respect to taste and quality provided.

1/5 of the total no of respondent have answered that they dont have any idea or

they cant comment on this question. This is because they are not aware of the brand or

have never tried it before.

From the data quote above it can be clearly said that Amul and Walls are the most

popular brand among the consumers in Mumbai and Navi Mumbai. But Pastonji and

Dinshaws have failed to promote their brand name as 45% and 41% of the respondents

have no idea about their price.

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10. Representation of how the consumer perceives the price of different

brand with respect to brand name:

Brand High Fair Low DontKnow

Total

Amul 18 144 36 02 200


Vadillal 52 104 24 20 200

Pastonji 56 42 18 84 200

Dinshaws 42 60 18 80 200

Baskin Robinns 100 46 -- 54 200

Total 350 508 98 244 1200


15

Don't Know

20%High

29%

Fair

43%

Low

8%

High Fair Low Don't Know


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The pie states the finding, which were obtained when the consumers from different age

group were asked about how they perceive the price of the different brand with respect to

brand name. The opinions are as follows:

43% of the respondents feel that the price quoted by different companies is fair.

72% of the consumers feel that price of Amul is fair whereas 56% perceive price of

Kwality Walls as quite fair when asked about brand name.

8% of the total sample size feels that price of ice-cream of different brand in market

is low with respect to their brand name. Surprisingly none of the respondent perceive

price of Baskin Robbins as low and just one of the consumer mentioned price of Walls

to be lower keeping its brand name in consideration.

29% of the respondents feel that the price coated is high when asked with respect to

brand name. This is because 50% of the consumers feel price of Baskin Robbins as

high. And 41% of the total sample space perceives the same feeling when asked for

Kwality Walls. And surprisingly just 9% of them have mentioned the price of Amul to

be higher compared to its brand image in ice-cream market.

1/5 of the total no of respondent have answered that they dont have any idea or

they cant comment on this question. This is because they are not aware of the brand or

have never tried it before.

Considering the above figures it can be clearly said that Pastonji and Dinshaws have

failed to make brand image in market as 42% and 40% of the respondents have no idea

about any ice-cream of the respective companies.

11. Sources through which the consumers becomes aware of new flavour

in market.

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Age group

Source


Friends 19 22 9 5 55

Family -- 3 4 13 20

Newspaper/

Magazines

5 4 9 8 26

Television

advertisement

20 19 11 18 68

Hoardings 2 6 9 8 25

Retailers /

Vendors

-- 2 2 2 6

Total 46 56 44 54 200


The above representation states that:

17

13%

10%

28%

33%

3%13%

Friends Family

Newspaper Television Advertisement

Hoardings Retalires


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The consumers in the age group of Below 15 and 16 25 being more influenced by

their friend circle so they go for the flavour that has being influenced to them by their

friends. After advertisement word of mouth plays a role in passing information.

The last group gets the information about the new flavour from their family

members

Newspaper being the widest medium of coverage it the second best alternative for

an marketer to make the masses aware about their products

Being television the lifeline for the mumbaities the majority of the consumers from

different group though he is an adult or a kid becomes aware of any new variety in

market.

Hoardings also has secured a place for advertisement and has influenced many

people towards the product consumption

The above table shows that retailers influence only 3% and they get the

information from such sources. The information shared by the retailers depends upon

the percentage they get.

12. Effect of advertisement on consumers, towards changing of brand

and of increasing consumption.

Age group

Response


Yes 32 36 26 34 128

18


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No 14 20 18 20 72

Total 46 56 44 54 200


From the above diagram I found that the consumers from the age group of Below 15

years are more influenced by advertisements than any other respondent of remaining

group.

19

16

7

18

10

13

9

17

10

02

4

6

8

10

12

14

16

18

Below 15

yr

16 - 25 yr 26 - 33 yr above 34

yr

Influenced Uninfluenced


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Effective advertisement of ice-creams influences this class more towards changing

of brand as well as a particular flavour.

(64%) from the age group of 16 25 years, (60%) of the respondent from the age

group of 26 33 years, and (63%) of the respondent interviewed feel that advertisement

affects them towards changing of brand or towards increase in frequency of

consumption of ice-creams.

So on an average from the total sample size interviewed 65% of them are

influenced by advertisement.

As per the earlier findings of previous diagram. It was found that 64% of the total

sample size is loyal towards a particular brand, so to conclude I feel that advertisement

influences the consumers towards increasing of consumption frequency.

Documents

COnsumer Purchasing Behavior for Ice Creams 1