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A Study on Consumer Buying Preference of Ice-Cream with special reference to Amul Dairy Products

Executive Summary The project is about consumer perception towards Ice Cream with special reference to Amul and Kwality Walls Ice creams. This brings the information culled from various sources, it includes different sources of delectable ice creams, ulfi etc., and it gives the information from different regions of the country. !rom the ancient time onwards, India is popular for preparing a wide variety of mil delicious. It is an unending process, an array of sweets are made from different regions of the country. The mil "s perishable taste has overcome. The processing aim is to e#tend the shelf life of mil . Thus the various diverse methods has been developed to prepare as well as to preserve mil . $%&$$' of mil produced in India is converted into variety of mil products, using some processes such as coagulation, desiccation, fermentation etc. (ven though )*' of the mil produced is consumed as li+uid mil , its consumption can be stimulated. ,il plays an important role in national diet as well as in day today life. In households, the mil is preserved for -) hours by repeated boiling, also it is soured by adding lactic contents to it, which brings an acid taste, particularly in hot climate and called as buttermil .




they are able to discover some new commodities capable of satisfying their needs. (very individual has physiological need such as hunger. friends. etc.o. Again selection of a particular commodity depends on income of the consumer and necessity of the product to the individual. in fact. 0efore the selection of the commodity purchased. pleasure. The selection of a particular commodity becomes important for consumer since there are wide varieties of consumer goods in the mar et. /eople bear certain beliefs and attitudes towards certain types of goods. an individual re+uires information regarding the various sources of supply of the commodity. consumer buying is more comple#. 45)6-7 million. uses and value of their characteristic features and services offered. Consumer purchases are li ely to be influenced by physiological. even though the country is the second largest producer of fruits and vegetables. 4-6 billion of investment to raise its food . hardly two per cent of the production is processed. The psychological factors li e status prestige and social factors li e friends.. which have to be satisfied for survival. shelter. relative merits and demerits. !or instance. The commodities and services are brought by the consumer to satisfy his basic needs. thirst. This underlines the enormous scope for investing in the processed food sector in the areas of infrastructure. India is one of the largest food producers of the world with the organised sector accounting for food output worth 3. only a small percentage of its farm produce is processed into value&added products. job and relatives influence their purchasing activities. retailers in the locality. displays in shops and food labels. . The consumer purchases a variety of goods and services to satisfy his wants and he is always influenced in his purchasing activities by some considerations which lead him to select a particular commodity or a particular retail store in preference to others. radio and news papers2. India. When there is a need. psychological and sociological factors. The common sources through which individual gathers information are from advertising media 1television. needs 3. for comfort. these commodities must compete successfully against alternatives in the mar et.I!"#$D%C"I$! There is nobody in the world that is left out of the class of consumers. neighbours. pac aging and machinery. recreation and happiness. brands of commodities and retail outlets based on their previous e#perience. The consumer&hood continues till one"s last breath in the world. 0efore the commodities and brands are selected. its brands.

*%.arge pool of scientific. secondary and tertiary processing. effluent treatment plant. =ver the past five decades. >eali:ing the potential and in order to provide further boost. . pectins. !urther. the government has e#empted from e#cise duty for condensed mil . After primary. products focused towards children and young adults and products catering to those who lead a fast modern day life. etc. e#cise duty on certain ready&to&eat pac aged foods is reduced to 6 per cent from 8* per cent. ice cream. moderni:ation of ports. retailing. India has ta en giant steps in producing food grains. which offer value for money. warehouse. technical and s illed manpower. • A 5% million upper and middle class segment of the total population consume processed and pac aged food with another -%% million people. food processing. mar ets. a cut in customs duty on major bul plastics and a reduction of customs duty on pac aging machines. the total si:e of the industry is estimated to be as high as >s. prioriti:ation of infrastructure for post harvest management. 8. Than s largely to rapid urbani:ation and changing lifestyles. The potential for investment in this sector is further accentuated by the following factors9 • A huge and e#ponentially growing demand represented by a mar et of one billion people spending on an average about $% per cent of household e#penditures on food coupled by a scenario of rapid urbani:ation and changing lifestyles.processing levels by 6&8% per cent. The food processing industry will also be benefited from the reduction in e#cise duty on paper. The production of raw food materials is estimated to worth over >s. mil . pasta and yeast. Introduction of series of investment friendly initiatives by the <overnment including strengthening and augmenting of road and rail networ . This cost overrun reflects the opportunities that food processing industry offers to the economy as a whole and entrepreneurs in individual.%%% crore.%%% crore. $5 food par s approved to enable small and medium food and beverage units to set up and to use capital intensive common facilities such as cold storage. which would . projected to shift to this group by -%8%. fish and poultry. 8%. +uality control labs. 0ig opportunities lie in up gradation from commodities to pac aged and branded products and convenient foods. logistics 1including cold chain2. • • • Well&developed infrastructure and distribution networ . Increase in per capita income and purchasing power. fruits and vegetables. preparations of meat.

Consumer"s taste and preference were found to change rapidly. In India.reduce pac aging costs 10udget. The per capita income increased from >s.5-6 in 8@6%& 68 to >s 8%. ?evertheless. .5% per cent in 8@68 to -7. especially in a dynamic environment. -%%72. brea ing up of the traditional joint family system. To study the purchase behaviour of Ice Creams.5%* in -%%%&%8. Bence. desire for +uality. $&'ectives of the Study The specific objectives of the study were9 • • • • To ascertain the awareness of consumers towards branded Ice Creams. To study the factors influencing brand preference. rise in per capita income. /roblem focus several firms had been engaging in production and mar eting of Ice Creams. In this conte#t. changing lifestyles and increasing level of affluence in the middle income group had brought about changes in food habits. time which translates into an increased need for convenience. a study on consumer behaviour was seemed to be important to understand the buying behaviour and preferences of different consumers.6% per cent in -%%8. In the last two decades. the consumers had a greater option to choose from. The change in food habits was evident from the growth of food processing industries. 3nderstanding the consumer behaviour would help the firms in formulating strategies to cater to the needs of the consumer and thereby increase their mar et share. the share of urban population has increased from -5.7% per cent.7% to -$. the present study was under ta en with the following objectives. out of home food consumption is increasing due to increase in urbani:ation. Keeping in view the importance of consumer behaviour and consumption pattern. majority of food consumption is still at home. To evaluate brand preference of the consumers. Auring the same period the female wor participation rate had increased from 8@. increasing number of wor ing women. 7.

urveys on customer preference can produce favorable or unfavorable result. A study on customer preference helps to understand the performance of the organi:ation and the behavior of the customers. !eed (or the Study . The study has been carried out for period of . The management finds a possible way to fulfill the e#pectations of customers and attracts new customers. personal decisions and family decisions and loyalty of the customers.• To evaluate alternative purchase plans of the consumers. but bringing a number of benefits to management. Scope of the Study The study aims to find the customers preference of Ice Creams with reference to Amul Aairy /roducts. The study is also helpful for the company to formulate suitable and innovative strategies to capture mar et leader position. The study of customer preference indicates the e#pectations of the customers. their e#pectations. . Customer preference helps to understand the loyalty of the customer towards the products.months and has focused on all type of customers. The study is restricted to information regarding the customer"s li es and disli es. The study focused on how the company and its competitors mar eting their products. The study appraises the company"s success in meeting the re+uirement of the country by helping the farmers to raise the agriculture output and meeting the re+uirements of the country"s population for food grains. .anagement needs to now the customer preference information in order to ta e sound decisions.

Bence. the findings of the study may be considered appropriate for the situations similar to study area and e#tra care should be ta en while generali:ing the results .ecunderabad cities and the findings may not be applicable to other mar ets.)imitations of the study This study was based on primary data collected from sample consumers by survey method. as vast difference e#ists among the consumers with regard to demographic and psychographic characteristics. the collected data would be subjected to recall bias. As many of the consumers furnished the re+uired information from their memory and e#perience. The study area was limited to Byderabad and .

$( )I"E#A"%#E .Chapter * #E+IE.

A#E!ESS $( C$!S%/E#S "$. A. while developing an independence trait. While young consumers were aware of healthy eating. It provides a sense of familiarity especially in low& involvement products such as soaps. • • • • • Awareness of consumers towards branded products /urchase behaviour of consumers 0rand preference !actors influencing brand preference Alternative purchase plans *-. sampling and other attention getting approaches. school and social interaction appears to be somewhat overshadowed by the young consumers. there were other effective means to create awareness vi:. their food preference behaviour did not always appear to reflect such nowledge. 0rown et al. 1-%%%2 reported that the need for effective nutritional education for young consumers has become increasingly apparent. purchase behaviour. 0everland 1-%%82 studied the level of brand awareness within the ?ew Dealand mar et for .In this chapter. during the adolescent years. event promotions. factors influencing brand preference and alternative purchase plans has been reviewed and presented under the following sub&headings. particularly within the school and social environments. particularly. Apart from the conventional mass media. a sense of presence or commitment and substance and it was very important to recall at the time of purchasing process. The authors suggested that food preferences are often of a Cfast food" type and conse+uently the food habits of many young consumers may fuel the consumption of poorly nutritionally balanced meals. research wor done in the past regarding awareness. given their general food habits and behaviour. particularly during adolescence and analy:ed that the interaction between young consumers" food preferences and their nutritional awareness behavour. within three environments 1home.A#DS B#A!DED P#$D%C"S Aa er 1-%%%2 opined that. brand awareness was remar ably durable and sustainable asset.. brand preference. publicity.

The implications of the findings for agribusiness in general using the data collected from surveys of iwi fruit consumers 1nE8%*2 outside three major super mar et chains in Auc land. Chen 1-%%82 e#pressed a different thought on brand awareness that it was a necessary asset but not sufficient for building strong brand e+uity. suggested that the level of brand awareness for D(./>I is low among consumers. family members. ?ew Dealand was studied.-%' fat2.ost pies did not display nutritional labeling on pac aging. the buying behaviour is vastly influenced by awareness and attitude towards the product. !or this. /otato topped pies are lower in fat and are widely available. /otato topped or cottage pies had the lowest fat content 17.D(. Fee and Foung 1-%%82 aimed to create awareness of high fat content of pies. studied consumer and producer awareness about nutrition labeling on pac aging. a brand could be well nown because it had bad +uality. =ver half of the consumers 1$-. The effectiveness of this branding strategy employed by iwi fruit. The major source of brand awareness was word of mouth followed by advertisements.-% per cent fat. It is indicated that brand awareness could be increased through a relationship& ma ing programme involving targeted mar eting and supply chain management.8% & @. The study was successful at raising consumer awareness about the high fat content of pies and influencing the food environment with a greater availability of lower fat pies. In this view. Commercial advertisements over television was said to be the most important source of information. It is possible to produce acceptable lower fat pies and food companies should be encouraged to ma e small changes to the fat content of food products li e pies.8% to 8@.%%' response rate2 were aware of the campaign. ?ew Dealand. A large number of respondents laid emphasis on +uality and felt that price is an important factor . relatives and friends. 1-%%$2 reported that. Consumers do build opinion about a brand on the basis of which various product features play an important role in decision ma ing process. >egular pie eaters could be encouraged to select these as a lower fat option. ?andagopal and Chinnaiyan 1-%%52 studied that the level of awareness among the rural consumers about the brand of soft drin s was high which was indicated by the mode of purchase of the soft drin s by G0rand ?ameH. seven leading pie brands were analy:ed for fat content and are ranged from 7./>I iwi fruit. followed by displays in retail outlets.%%'2 who responded to the survey 1)-. . >amasamy et al.

Consumers were responding to messages about safety and healthy eating. Aemographic and household role changes and the introduction of microwave ovens had produced changes in eating habits.wiss consumers since the beginning of the -%th century and in the more recent past. irrespective of festivals. Jorin 18@672 e#amined changes in spending power and buying habits of .%% per cent for lunch. >ees 18@@-2. increased demand for low calorie light products and increased demand for organically grown foods. Iigorous sale of chilled and other prepared foods was related to the large numbers of wor ing wives and single people. a reduction in traditional coo ing. /uri and . te#ture. !or young people. high +uality food at an appropriate price. while the rest had no notations and consumed fish. advertising.while the others attached importance to image of manufacturer. =range s+uash consumption was ma#imum in high and middle K income families /ineapple juice consumption increased with a rise in the income. Current trends include greater emphasis on health and safety of foodstuffs and less attention to price. They were concerned about the way in which food was produced and want safe. fragmentation of family means and an increase in Csnac ing". Jam was found to be most popular. who re+uire value convenience. irrespective of income. more concern with enjoyment and less for health. in his study revealed that factors influencing the consumer"s choice of food were flavour.anghera 18@6@2 conducted a study to now the consumption pattern of processed products in Chandigarh.%% per cent of the respondents did not consume fish on festival days. The study revealed that 77.%% per cent of food sales in supermar ets was also considered to be important. *-* P%#C0ASE BE0A+I$%# $( C$!S%/E#S 0alaji 18@6$2 studied fish consumption behaviour of $-* consumers in Iisha apatnam city. etc. Cnatural". Aevelopment in retailing with concentration of 6%.%% per cent of respondents consumed fish for dinner and --. About 5%. as those days were considered auspicious. The prospects for high +uality branded products were seen to be good. appearance. . with more meals eaten from home and generally an increased demand for convenience foods.

%%' respectively2.%%' and 67.%%'2 and fruits 175.%$ respectively. oils 178. third and fourth ran s with mean score of ). availability.@* respectively. regular availability. pulses 1*).%%'2 once in wee and mil 176. /rice.%%'2. While perishables li e fruits 1)6.-% and 5. .%%' respectively2 and commercially available foods 1@*. spices 178. second. >agavan 18@@)2 reported that.%%' respectively2 from retail shops. colour. supply in +uantity desired.68. convenient.%%' and *.%%' each2. pulses 178.%% per cent of urban and @@. (8@@$2 e#amined the factors influencing consumer preferences for mil .%%'2. spices 17-. appearance. They were mil +uality. 0oth rural and urban respondents purchased groceries 1@@. oils 175. rural and urban respondents ran ed nearby mar et 1mean score of 8.%%'2. The prime factor indicated by the rural respondents for buying their food items was appearance with mean score of ). place of buying and e#piry date as first.%%'2. while studying the purchase behaviour in .%8. 0ut urban respondents visuali:ed these factors little differently and ran ed +uality.%8. accuracy in weighing and billing.%%'2 and meat 1)*.)$ and -. 18@@$2. ). eggs 1)8.ingh et al.%%'2.66 for rural and 8. rice. >ural respondents purchased cereals 17%.>esults of the study conducted by Joshi 18@@52 in Aharwad on food purchasing habits and consumer awareness among rural and urban housewives indicated that majority of the urban respondents purchased the groceries li e cereals 1$-. perishables 16@. and wheat from fair price shops. +uality and weight of the products were the important factors considered by both rural and urban respondents while purchasing of food items.%%'2. freshness and . +uality.%%'2 were purchased once in wee and mil 1)6. +uality and place of buying to which they ran ed second. Ahillon et al.8% for urban2 and main mar et 1mean score of %.udhiana. ready to use foods 1@7.%%'2. followed by price.%%' and @@.%%'2 daily.*@. sugar 178. 5.%%'2. >egarding place of purchase 65.56 for urban2 as their first and second preference of order respectively for the purchase of food items. price. third and fourth with mean scores of 5.%%'2 was purchased daily.%%'2 and sugar 1*@.%% per cent of rural respondents purchased all the groceries li e sugar. 5.)7 for rural and -.%%'2 on monthly basis. range of vegetables and accessibility as the factors in the order of importance which had influenced purchase of vegetables by respondents from modern retail outlet. flavour.

income and price significantly influenced the consumption of table butter.rinivasan 1-%%%2 revealed that.urali 18@@*2. occupation.%% per cent of the respondents followed by easy availability 1**. The +uantities of processed fruit and vegetable products were consumed more in high income group. The results revealed that 65. Consumers preferred retail mar et for the purchase of groceries 1*$. A socio&economic influence of rural consumer behaviour studied by . 1)6. mil etc. The tolerance limit of price increase identified was less . Cash purchase was highest in case of products li e groceries 1)).%%'2. concluded that fre+uency of purchase of commodities by rural consumers was highly influenced by the type and nature of the products. .@6 per cent of them purchased these products on wee ly basis.%%'2 of the consumers preferred +uality for the purchase of food. mil and mil products 18%%. /roducts li e groceries 1)%.%%'2 and newspapers 1*@.55 per cent and )-.mode of payment which showed higher levels of consumer satisfaction.%%'2. vegetables 18%%.%* per cent respectively.%%'2. consumer with higher educational level was found to consume more processed products.$% per cent of consumers were see ing the information from television regarding the products availability and this was followed by neighbours 178. /rice of the goods was considered to be the most important factor by more than 66.%%'2 and snac s 17$. Age.5$'2 and others which included vegetables. fruits 18%%. education. family si:e and annual income had much influence on the per capita e#penditure of the Instant !ood /roducts.ajority 17$. there is complete agreement between ran ing given by the housewives and wor ing women regarding the reasons promoting them to buy Instant !ood /roducts.$%'2. Amitha 18@@62 studied the factors influencing the consumption of selected dairy products in 0angalore city.%%'2. . /urchasing practices of consumers in /arbhani was studied by Kul arni and . Kamalaveni and ?irmala 1-%%%2 reported that. The results of the study revealed that.7)'2 followed by credit purchase with 56. /rice had a negative impact and income a positive impact on consumption.**'2 and neighbours 1$).-$'2 purchased on daily basis and 55.%%'2 and they adopted cash payment.*% per cent and -8.ayulu and >eddy 18@@62.

hiv umar 1-%%)2 showed that the consumer. !ish consumption was assessed by observation on ) occasions. .ajority of low income group preferred to purchase vegetables from producers because of reasonable price. The . Consumers were influenced by touch and feel aspect of any promotional activity. Consumers were also influenced by the dealers" recommendation. Attitudes towards the fish. Bugar et al. ?agaraja 1-%%)2 opined that. 0ut the eaters of fish were more satisfied with the taste.-$ gLwee 2 of vegetables as compared to medium 1$.** gLwee 2. would result in discontinuance of the use of the processed product.ow income groups purchased lesser +uantity 15. accompaniments included. Above all. /rell et al. 1-%%-2 conducted a study to e#amine the factors influencing adolescents" fish consumption in school. irrespective of income groups. The results suggested that. the +uality of the product and its easy availability were the primary and the vital determinants of his buying behaviour. friends" behaviour and perceived control were important predictors of the intention to eat fish and barriers for fish consumption were a negative attitude towards both smell and accompaniments and fear of finding bones. buying behaviour is very much influenced by e#perience of their own and of neighbour consumers and his family. !inally it was recommended to convey the pupils that the fish served would be healthy and prepared with care. .)% gLwee 2 and high income groups 1). it is important to alter dishes so that they appeal to children and to pay attention to the whole meal. They also thought to a greater e#tent that the fish was healthy and prepared with care. Bigh and medium income families preferred stall vendors for the purchase of vegetables because of better +uality and correct weighment. . 1-%%82 carried out a study on dynamics of consumer behaviour in vegetable mar eting in Aharwad city. was mainly influenced by the opinions of their family members to purchase. te#ture and appearance of the fish and rated safety significantly higher than those who resisted. *-1 B#A!D P#E(E#E!CE <luc man 18@6*2 studied the factors influencing consumption and preference for wine. followed by advertisement. Consumers preferred processed products because of convenience of ready&to&eat form. any price change above this limit.than $ per cent.

It was found that the taste was the main factor for preference of particular brand and among the mediaM television played a vital role in influencing consumer to go for a particular brand.-%. . the price of wine.imca 1-).hanmugsundaram 18@@%2 studied about soft drin preference in Iellore town of ?orth Arcot district in Tamil ?adu.abeson 18@@-2. tetra pac was most preferred one. in his study stated that high +uality. Bans et al. Ieena 18@@*2 studied brand switching and brand loyalty of processed fruit and vegetable products in Karnata a state by using . >esults revealed that the considered factors were independent of age.ost of the consumers seemed to prefer white wine to red. the familiarity with brand name. curiosity and price ov Chain analysis. The result of study revealed that Kissan brand of jam and . The brand image seemed to be more important than the origin of the product. . 0ecause of convenience in carrying. motivations. Kumar et al.%%'2.ome of the implicit factors identified through e#tensive +uestioning were colour and appearance. $$. followed by . taste with regard to its sweetness or dryness and the suitability for all tastes. Ali 18@@-2 studied the brand loyalty and switching pattern of processed fruit and vegetable products in 0angalore city by using . 18@672 observed the factors influencing the buying decision ma ing of -%% respondents for various food products. The study revealed that. price and taste of the product were the major criteria based on which the customers selected a brand of processed fruits and vegetable products. . the most preferred soft drin among respondents as <old spot 1-*.ar ov Chain analysis. Country of origin and brand of the products was cross& tabulated against age.aggi. 18@@*2 revealed that.e#plicit factors identified were.6%'2.7) per cent. +uality or the mouth feel of the li+uid. the brand switching of consumer was based on variety see ing behaviour. Consumers preferred !rench or <erman made wines to . gender and income. The result of the study revealed that .il and Kissan were having mar et retention of 7). respectively for jam products. .76 and )6.aggi brand of etchup had a ma#imum brand loyalty among consumers and less amount of brand switching occurred for these brands.panish or Fugoslavian wines. . since the consumers were attracted by the brands. The e+uilibrium . education and income.

. juice and peach jam. /admanabhan 18@@@2 conducted study on brand loyalty. . 1-%%%2 came out with an interesting conclusion that well nown brands tend to e#hibit multi&dimensional brand associations. . Consumers might be willing to e#pend more energy in processing information regarding familiar brands compared to unfamiliar brands. =nly when the price of a particular brand is comparatively low.%%'2 1rural 8.shares determined in order to predict future mar et position among the different brand showed that in long run shares of Kissan. Transport adds time and place utility for the product.$%'2.%%'2.%%'2 1urban 6. Kamenidou 1-%%-2 presented the findings on the purchasing and consumption behaviour of <ree households towards three processed peach products9 canned peaches in syrup.$% per cent of the households purchased canned peaches in syrup.%%'2 1rural -*. *7. meaning that there was a tendency for brand loyalty. The results also indicated that the consumption +uantities were considered low.%%'2 purchased soft drin s in nearest Kirani stores 1rural 75.%%'2 and others 1*.*% per cent purchased peach jam. The results revealed that )7.amb Jr.ampath umar 1-%%52 studied about brand preference in soft drin s in Telangana region of Andra /radesh. The method of physical distribution played very vital role in company"s success and failure in the mar et.%%'2. consistent with the idea that consumers have more developed memory structures for more familiar brands. while households usually purchased the same brand name. Be found that in rural mar et about 57. .$%'2 1urban 57.)% per cent purchased peach juice and )-.$% per cent 1urban @.$%'2. followed by super ba:aar 1-7. which revealed that the price of the preferred brand. =ther brands were li ely to decline. =therwise farmers would naturally continue to purchase the same brand.imca 1). /epsi 8-. >easons for such purchase were satisfactory taste and +ualities and household"s perception that they were healthy and .%%'2.ost of the urban consumers 1*7.$% per cent of consumers preferred Thumbs&up 1urban 5%'2.aggi. .ow and . the farmers would naturally prefer to low priced brand. mainly on account of increased mar et shares of <ala. . efficiency of the preferred brand and influence of advertisement significantly influenced the brand loyalty. followed by Coca cola 1-6. Transportation was among the major functions of physical distribution. >e#.

0rand loyalty promoted more customer visits. The urban consumer"s preferred mostly branded products compared to rural consumers. a buyer does not stic to one brand in case of food purchasing. the change in consumption pattern was due to changes in food habits. the companies should strive to strengthen brand loyalty through building brand preference and brand image. brand preference and brand image had significant positive effects on brand loyalty. brand preference and brand loyalty2 and suggested a strategy for brand management in contract food service management companies. They should be able recall different brand names when they go for purchase.Kim&Byunah et al. Be concluded that brand awareness has positive effect on brand image and brand preference and recommended that the contract food service companies should focus on improving brand awareness as a brand strategy. which influence family buying behaviuor.ingh 18@682 found that consumers had single or multi&brand loyalty based on the nature of product. regular supply. brand image. /romotional schemes such as discounts and free offers with purchase were suggested to increase rates. The most significant factors influencing buying decisions were accessibility. The product should be associated with style and trend. Kubendran and Ianniarajan 1-%%$2 studied that. 1-%%$2 analy:ed the relationship among brand e+uity factors 1brand awareness. In addition. The factors that influence and strengthen loyalty to . It was helpful for parents in ma ing purchase decision of durable goods for the family. Iincent 1-%%*2 studied brand consciousness among children. *-2 (AC"$#S I!()%E!CI!3 B#A!D P#E(E#E!CE . which was directly related to profitability of contract food service management companies. Thus. the percentage of income spent on consumption increased. door delivery and the mode of payment. If income and urbani:ation increase among consumers. ?arang 1-%%*2 opined that. li e necessities or lu#uries. >epetitive advertising can be used to promote brand recall. so that it appeals to the youth and the brand name should be developed as a fashion statement. +uality. 0rand choice and store loyalty were found to affect the brand loyalty of the consumer. The study showed that children start to recogni:e product brands at an early age. the authors concluded.ingh and .

time saving and reliability. taste.adurai. ?andagopal and Chinnaiyan 1-%%52 conducted a study on brand preference of soft drin s in rural Tamil ?adu. freshness and purity as the major factors deciding the preference for a particular brand of processed spices. Ashalatha 18@@62 studied the factors influencing the performance of 0A. In a study conducted by . using <arrets ran ing techni+ue. mil for a sample of 8%% respondents. door delivery and the mode of payment.heeja 18@@62 in Coimbatore district considered the +uality aspects li e aroma.brand were +uality of product. freshness and desired flavour were important in the order in influencing the decision of buyers for 0A. the change in consumption pattern is due to changes in food habits.3. which influenced the purchasing decision as against the +uality of the product. >amasamy et al. <ood +uality and availability were the main factors. followed by retail price. +uality. good value for money. to ran factors influencing the soft drin s preferred by rural consumer. If income and urbani:ation increase among consumers.arwade 1-%%-2 it has been observed that the price was the factor. +uality.3.abeson 18@@-2 in his study stated that. The study revealed that the factors such as door delivery. which influenced the rural consumers of a particular brand of a product. 1-%%$2 studied consumer behaviour towards instant food products in . regular supply. the percentage of income spent on consumption increases. habit of use and ready and regular availability. The urban consumers prefer mostly branded products compared to rural consumers. the second largest city in Tamil ?adu and observed that consumers do build opinion about a . hygienic preparation. The most significant factors influencing buying decisions were acceptability. mil . high +uality. The study underta en by . Kubendran and Ianniarajan 1-%%$2 founded that. clean pac ing. price and taste of the products were the major criteria based on which the consumers selected a brand of processed fruits and vegetable products. They found that. the product +uality was ran ed as first. It is very interesting to find out that the company image and brand image were not totally considered by the households. .

%%'2 laid emphasis on +uality and 7*. 0anumathy and Bemameena 1-%%*2. It was revealed from the study that customers cannot postpone the decision of buying the detergents. Consumers preferred a certain brand or a particular drin mainly because of its taste and refreshing ability. /eople do not mind paying e#tra for branded products. . while studying consumer brand preference with respect to soft drin s.brand on the basis of which various product features play an important role in decision ma ing process. the respondents were ready to postpone their purchase decision.edia is a ey constituent in promoting and influencing brand. majority of the respondents 1$). as it was one of the essential commodities. . !ifteen per cent of the respondents will postpone their purchase decision.%% per cent of the respondents will go to the nearby town for buying the preferred brand. If it is not available in the mar et. found that after globali:ation most of the consumers li e the international brands such as /epsi and Coco&cola.%% per cent considered pac aging as an important factor and an e+ual percentage 1$%. Iincent 1-%%*2 elicited that +uality was an important factor that draws consumer towards branded products. while *). *-4 A)"E#!A"I+E P%#C0ASE P)A!S >ajarashmi and .%%'2 felt longer shelf life influenced them. almost all sample respondents preferred branded products and if their favorite brand is not available in the retail shop. customers would still prefer to purchase a branded product. 1-%%72 studied that. Although unbranded products sometimes give same satisfaction as branded products.udarsana 1-%%)2 revealed that. A large number of respondents 176. they will go for another store and purchase their favorite brand.%%'2 will buy another brand if preferred brand is not available.%% per cent on price which was an important factor. 0randed products were accepted as good +uality products.%% per cent of the respondents attached importance to the image of the manufacturer and $%. A child"s insistence affects family"s buying behaviour. Anandan et al. 86. as they get value for money. Children are highly aware and conscious of branded items.

Chapter 1 "0E$#IC"ICA) BAC53#$%!D .

ar eting managements wor around consumers which is actually the mar et for them  3nderstanding their behavior is very vital in every segment to plan mar eting activities accordingly. purchase.  0uying behavior involves both individual 1 psychological2 and group process. consume. from purchaser o 0uyer behavior includes communication.  0oth industrial and individual customers are vital in mar eting management DI+E#SI"9 $( C$!S%/E# BE0A+I$#6 customer and consumer words are referred as synonyms but the difference e#ists .C$!S%/E# BE0A+I$%#6 It is defined as all psychological. social and physical behavior of potential customers as they become aware. evaluate. 70ence consumer &ehavior is an orderly process where&y the consumer interacts with the environment for ma8ing a purchase decision on products G C$!S%/E# BE0A+I$# A!D /A#5E"I!3 /A!A3E/E!" . and tell to others about product and services. o 0uyer behavior is reflected from awareness right through post purchase evaluation indicating satisfaction and non satisfaction . purchasing and consumption behavior o Consumer behavior is basically social in nature hence the social factors play important roles in shaping buying behavior o 0uyer behavior includes both customer and industrial behavior.

 customer & the purchaser of product or service , may or may not be the end user  consumer& the end user , may or may not be the purchaser  ?ew age of business demands differentiation of customers by individual differences in consumer e#pectations, preferences and influences.  !irms need to go into deep of consumer behavior to analy:e and act to achieve objectives

C$!CEP" : !EED ($# S"%D9I!3 C$!S%/E# BE0A+I$#6Consumer behavior can be said to be the study of how individual ma e decision on how to spend their available resources 1time, money, effort2 on various consumption related items. This simple definition of consumer behavior tells the mar ets to resolve every activity around the ultimate consumers N gauge their behavior by specially focusing on9       Who buys products or servicesO Bow do they buy products or servicesO Where do they buy themO Bow often they buy themO Why do they buy themO Bow often they use themO

These +uestions will help in understanding better what factors influences the decision ma ing process of the customers. The decision ma ing process identifies the number of people who are involve in this process N describes a role to them li e users, decides, influences N buyers. It is believed that consumers or customers ma e purchase decision on the basis of receipt of a small number of selectivity chosen pieces of information. Thus it will be very important to understand what N how mush them to evaluate the goods N services offerings. C$!S%/E# DECISI$! /A5I!3 P#$CESS6-

    

.timuli& need, reasons, influences, gathering information Information processing& process , analy:e information about product Aecision ma ing & on the basis of analysis , decision to go for >esponse& response to buy without any prejudice !or industrial buyers the process is almost similar only with addition of re&buy, modified re buy or new tas .

(AC"$# I!()%E!CI!3 B%9I!3 BE0A+I$#6 Individual factors

 Cognitive thin ing process K perception , attitudes , ?eedsLmotives  /ersonal characteristics K demography, lifestyles ,personal traits  (nvironmental factors  Culture& values ,beliefs, sub cultural L cross cultural factors  .ocial class& social class , society  Influence groups K family, opinion leaders, reference group  .ituational variables K purchase occasion , mar et communication, shopping behavior, price , sales influence , product position C$!S%/E# SA"IS(AC"I$!9& All business firms have reali:ed that mar eting is a core element of management philosophy N the ey to its success lies in focusing more N more on the customers. That is, it will be the customer who will decide where the firm is heading. Thus the challenge before the mar eter is to ensure that they should satisfy every customer.

.atisfaction is an important element in the evaluating stage. .atisfaction refers to the buyers state of being ade+uately rewarded in a buying situation for the sacrifices he has made one the customer purchase N use the product they may then become either satisfy or dissatisfied. The result of satisfaction to customer form the purchase of the product or services is that more favourable post&purchase attitude, higher purchase intention N brand loyalty to be e#hibited that the same behavior is li ely to be e#hibited in a similar purchasing situation. The term Cconsumer" is a typically used to refer to someone who regularly purchase from a particular store or company. Customers are people who are happy with the product N services N are willing to come bac N pay for it again. Today the firms aim to give satisfaction to the customer through mar eting concepts. The firm try to help the buyers in the solving the problem then competitors. The mar eters must see that consumers with purchasing power constitute a potentials buyers are identified. It is essential for the mar eter to carry out the business in such a way that they give satisfaction to consumers needed. When a firm mar ets a product or service it should aim to enjoy consumer"s satisfaction N profit ma#imi:ation. C$!S%/E# #ESEA#C06Consumer research is the methodology used to study consumer behavior research offer set diverse to identify consumer needs it is used to identify both felt N unfelt needs, to learn how consumers. /erceive product N brand N stores. What their attitudes are before and after promotional campaigns N how N why they ma e their consumption decision.

Chapter : 2 I!D%S"#9 C$/PA!9 P#$(I)E .

although no specific date of origin or inventor has been undisputably credited with its discovery. Bistorians estimate that this recipe evolved into ice cream sometime in the 8*th century. which was then flavored with fruits and juices. • • (ro.en Custard or (rench Ice Cream must also contain a minimum of 8%' mil fat.C. butter and eggs at CafR /rocope. as well as at least 8. ice cream must contain at least 8%' mil fat. !rance was introduced to similar fro:en desserts in 8$$5 by the Italian Catherine de . $)&6*2 fre+uently sent runners into the mountains for snow. before the addition of bul y ingredients. nuts and chocolate chips. or perhaps even earlier than the Italians. and must weigh a minimum of ). =ver a thousand years later. Sher&ets have a mil fat content of between 8' and -'. !unctional ingredients. We now that Ale#ander the <reat enjoyed snow and ice flavored with honey and nectar.arco /olo returned to Italy from the !ar (ast with a recipe that closely resembled what is now called sherbet. . 0iblical references also show that King . The .HISTORY OF ICE-CREAMS: Ice creamPs origins are nown to reach bac as far as the second century 0. cream. such as fruits. (ngland seems to have discovered ice cream at the same time.olomon was fond of iced drin s during harvesting. ?ero Claudius Caesar 1A.) ' egg yol solids. QCream Ice. are often included in the product to promote proper te#ture and enhance the eating e#perience.edici when she became the wife of Benry II of !rance.. . the first cafR in /aris. . THE FROZEN DESSERT PRODUCTS:Ice Cream consists of a mi#ture of dairy ingredients such as mil and nonfat mil . appeared regularly at the table of Charles I during the 87th century. and ingredients for sweetening and flavoring.Q as it was called.icilian /rocopio introduced a recipe blending mil . It wasnPt until 8**% that ice cream was made available to the general public.$ pounds to the gallon. such as stabili:ers and emulsifiers. Auring the >oman (mpire. 0y federal law. and atslightly higher sweetener content than ice cream.herbet weighs a minimum of * pounds to the gallon and is flavored either with fruit or other characteri:ing ingredients.A.

en Confection is a fro:en novelty such as a water ice novelty on a stic . followed by 5%' in the north and -%' in the south. Typically. since it has less air in the product. fudge stic s and juice bars && that may or may not contain dairy ingredients ICE C#EA/ I!D%S"#9 I! I!DIA The ice cream mar et growth pic ed up after de&reservation of the sector in 8@@7. This growth rate is e#pected to continue for another ne#t -& 5 years because of lower base. Amul with an estimated mar et share of 56' is biggest player in mar et also he is rapidly gaining mar et share and lastly Iadilal is the player in the national mar et with 6&@' of the mar et share. but contain no dairy ingredients. In the organi:ed sector the major players are Bindustan . gelato has more mil than cream and also contains sweeteners. A <uiescently (ro.ater Ices are similar to sherbets. 3rowth6The Indian government adopted the policy of liberali:ation regarding the ice cream industry also and it is since then that this sector has shown an annual growth ranging from 8$& -%' per annum for last 8& .year.• 3elato is characteri:ed by an intense flavor and is served in a semi&fro:en state that is similar to Qsoft serveQ ice cream.umbai being the main mar et.en 9ogurt consists of a mi#ture of dairy ingredients such as mil and nonfat mil which have been cultured. /er capita . Till now it is estimated at worth of 6%%S crores. Italian&style gelato is more dense than ice cream. as well as ingredients for sweetening and flavoring.ever represented mainly by Kwality Walls brand. The total si:e of Indian ice&cream industry is 6%%S crores. • !ovelties are separately pac aged single servings of a fro:en dessert && such as ice cream sandwiches. • • Sor&et and . • (ro. egg yol s and flavoring. Almost )%' of the ice creams sold in the country are consumed in the western region with .

consumer today has .consumption of ice&cream in India is still a dismal 8%* ml per annum against -. be it health conscious people. followed by 5%' in the north and -%' in the south. mango. The mar et for organi:ed sector is restricted to large metropolitan cities. young etc.. which together account for more than 7%' of the mar et followed by butterscotch and other fruit flavors. The mar et is totally dominated by Ianilla. As mar eters are understanding the different needs of consumers. butterscotch a number of fruit flavorsM dry fruit flavors traditional flavors li e Kesar& /ista. In small towns and villages. strawberry. ids..liters in mar ets li e the 3. 0ut now consumer who often visit malls for entertainment prefer to buy ice creams during different times of the day as it is visible upfront and feel li e spending >s. has been increasing their ice cream outlets & . with portfolio of flavors. Kaju& Ara sh etc.trawberry and chocolate.wirl.. namely on the basis of flavorsM on the basis of stoc eeping units L pac aging and on the basis of consumer segments. Almost )%' of the ice creams sold in the country are consumed in the western region with . youngsters. Production area6 In rural areas. there are thousands of small players who produce ice& creams L ulfis in their home bac yard and cater to the local mar et.o Indian ice&cream industry is still is in growth phase.umbai being the main mar et. !ew years consumers use to go out for wal after dinner and use to buy ice creams from haw ers.. (%"%#E $( ICE C#EA/ /A#5E" I! I!DIA Ice Cream mar et will e#pand with increase in number of malls & B. $% for that tasty chocolate swirl with ca e and nuts. . =n the basis of flavors the mar et today has a number of flavors li e vanilla. and coming up with products specific for them. ulfis L ice creams made by small L cottage industry are popular. "ypes6Indian Ice Cream mar et can be segmented in three different ways. This is a good sign for competitors. . chocolate.

<ujarat Co&operative . It is based in Anand town of <ujarat and has been a sterling e#ample of a co&operative organi:ationPs success in the long term.ans rit word Amoolya. That leads to creation of <ujarat Cooperative .!2. Amul Cheese. .il /roducersP 3nion . shri Amul revolution was started as awareness among the farmers. Amulspray. The brand name Amul. .!2. India. eting !ederation 1<C.!2. The Amul Pattern has established itself as a uni+uely appropriate model for rural development. It grew and matured into a protest movement that was channeled towards economic prosperity... It is also the worldPs biggest vegetarian cheese .il powders. which has made India one of the largest mil producers in the . means priceless. 8@)*. which today is jointly owned by some -. It was suggested by a +uality control e#pert in Anand. sourced from the . Amul 0utter. gulab jamuns.imited and setting up of Aistrict Co&operative . basundi.million mil producers in <ujarat. cheese.)8 million mil producers in < .il 3nion . /roducersP 3nions needed a state&level organi:ation for entire <ujarat.plethora of options at hand to choose from and therefore high probability of buying one more scoop of ice cream.uccess of Kaira Aistrict Co&operative . ice <ujarat Co&operative . chocolate. paneer. Amul has spurred the White >evolution of India.ome cite the origin as an acronym to 1Anand . . A/%) Amul began the dairy cooperative movement in India and formed an ape# cooperative organi:ation. butter. ?utramul brand and /owder. which today is jointly owned by some -.. it has definitely given a good chance to the ice cream industry in India. 1<C. 1<C.. It is a brand name managed by an ape# cooperative organi:ation. Amul .imited2. $#3A!ISA"I$!6 Amul is a dairy cooperative movement in eting !ederation . Amul . ghee. mil . Amul <hee. #A!3E $( P#$D%C"S6AmulPs product range includes mil eting !ederation . Amul was formally registered on Aecember 8). Also with increasing wallet si:e and innovative modern retail formats.

0 . 3A(.outh African countries. Aavin in Tamil ?adu and others. BisLher income was derived almost entirely from seasonal crops.A. Be was recogni:ing that the most efficient way of building lin s between mil producers and consumers so as to provide the best returns for both is through IT innovation.ingapore. but now it has fresh plans of flooding the Japanese mar ets. This site has been used both to develop an intranet of Amul distributors as well as a cyber&store for consumers. which will be competing with Coca ColaPs /owerade and /epsiCoPs < and Amulya In January -%%*. 0angladesh. Amul has been able to withstand the onslaught of private and foreign players in the dairy industry and has also been able to e#port products in limited +uantities. SI"%A"I$! $( (A#/E#S6=ver five decades ago. Amul . 0esides India.Chocolates. Bong Kong and a few . Amul . China. The C(= of Amul. most of which had reasonable success. . Amul plans to launch IndiaPs first sports drin . . recently said.tamina. it is an IT company in the food businessQ.tamina. #E+$)%"I$!A#9 .an a.auritius. one of the first e#amples of e&commerce activity in India. Iyas.$#56In 8@@* Amul was one of the first major organi:ations in India to have a website.%6 million litresLday. Amul has entered overseas mar ets such as . Australia.r. Amul Ice cream. C$/PE"I"I$! A!D E=P$#"6In January -%%*.hri hand. ?utramul. =ther potential mar ets being considered include . The income from mil buffaloes was undependable.ri . QAmul is not a food company. Amul plans to launch IndiaPs first sports drin . Its bid to enter Japanese mar et in 8@@) had not succeeded.)8 million producer members with mil collection average of $. 46*6 million 1-%%$&%*2. Currently Amul has -. The success of Amul resulted in similar organi:ations being setup by state governments throughout India. the life of an average farmer in Kheda Aistrict was very much li e that of hisLher counterpart anywhere else in India. which will be competing with Coca ColaPs /owerade and /epsiCoPs <atorade Amul is the largest food brand in India with an annual turnover of 3. /rivate traders . 3. (#amples are Iijaya in Andhra /radesh.

Bence.!2 office a photograph of . converts the mil into branded. the private trader made a illing.ociety. they had to sell cream and ghee at throw&away prices..and middlemen controlled the mar eting and distribution system for the mil .imited began pasteuri:ing mil for the 0ombay . In this situation. the reali:ation dawned on the farmers that the e#ploitation by the trader could be chec ed only if they mar eted their mil themselves. Amul ta es various initiatives to ma e the farmer or the producer understand how to provide service to the consumers with the only resource available with them i. .I( 9$% D$!>" S%CCESS IS CE#"AI!? At the time Amul was formed. developed by . and the +uantity of mil handled by one 3nion increased from -$% to $.%%% retail outlets across the country.cheme in June 8@)6. Aalaya.r. and delivers goods worth >s * crore 1>s *% million2 to over $%%. The prominent display of picture states the messageH !E+E# ($#3E" 9$%# C%S"$/E#.%%% liters a /roducersP 3nion .million farmers 1many illiterate2. more than )%% farmers joined in more Iillage . and modest consumption levels of mil and other dairy products. E="#A $#DI!A#9 S"$#9 $( A/%) (very day Amul collects ))7. mil a perishable one.e. If we are visit to any Amul or <ujarat Cooperative . was one of the ey factors that contributed to the >evolution. pac aged products. 0y the end of 8@)6.%%% litres of mil from -.. =ften.8. This ma es the farmers or the member of the organi:ation of the organi:ation how to prevent the mil from . Its supply chain is easily one of the most complicated in the world. Amul was the result of the reali:ation that they could pool up their mil and wor as a cooperative. It is officially termed as =peration !lood by Amul. farmers were compelled to sell it for whatever they were offered. As mil is perishable..ahatma <andhi will be missing but we can certainly see one particular photograph showing a long line of <ujarati women waiting patiently for a union truc to come and collect the mil they have brought in shining brass mat as. consumers had limited purchasing power. 5AI#A DIS"#IC" C$-$PE#A"I+E /I)5 P#$D%CE#S %!I$!6The Kaira Aistrict Co&operative . The success of Amul was instrumental in launching the White >evolution that resulted in increased mil production in eting !ederation 1<C. <radually. The brea through technology of spray&drying and processing buffalo mil . 0eing a co&operative organi:ation .

Iariants. Amul Cheese. Amul . Today Amul is a symbol of many things of high&+uality products sold at reasonable prices of the genesis of a vast co&operative networ of the triumph of indigenous technology of the mar eting savvy of a farmersP organi:ation. ?utramul.ow Cholesterol 0read . Aespite competition in the high value dairy product segments from firms such as Bindustan .hri hand.! ensures that the product mi# and the se+uence in which Amul introduces its products is consistent with the core philosophy of providing mil at a basic.3.A. Amul also introduced higher value /owder. Amul enhanced the product mi# through the progressive addition of higher value products while maintaining the desired growth in e#isting products. The brand name QAmul. are found in several Indian languages. ?estle and 0ritannia. . Amul 0utter. /IDDA CB((. Amul Chocolates. Amul Ice !ood Amul Instant !ull Cream ..ow !at .3. A/%) P#$D%C"S A.AI /A?((> . Amul . means QpricelessQ in .Amul adopted a low&cost price strategy to ma e its products affordable and attractive to consumers by guaranteeing them value for money.ans rit. <C. 57. Amulspray.ever. Amul represents a proven model for dairy development. . all meaning QpricelessQ. Amul . 1Turnover9 >s.3. • • • • • • • Amul /asteuri:ed 0utter A.IT( 9 A .il /owder Amul (mmental Cheese A. 0eginning with li+uid mil .pray Infant .( A.7) billion in -%%$&%*2. affordable and Amulya have made Amul a leading food brand in India.Q from the .ans rit QAmoolya.Q was suggested by a +uality control e#pert in Anand.pread Amul . Amul products have been in use in millions of homes since 8@)*.3. Amul <hee.

!ood . the co&founders has ensured that a high +uality. a !ood Technologist. . The idea behind the all natural ice cream is simple. Kwality Ice Cream is the pioneer in the Indian ice&cream manufacturing industry and in 8@$* . Kanti /are h / Island.• • • • • • • • • • Amul /ure <hee.A. Bic sville and restaurants as individual scoops. Iselin. 8.asti Aahi Amul Ice Creams Amul . half gallon. !ran lin /ar . at Kwality Ice Cream highly value good customer service. We. Kwality Ice Cream is available in a variety of delicious flavors and pac aged in convenient si:es of cups. With his combined e#pertise of )% plus years.ha ti Bealth !ood Arin 5wallity .$ < and 5 <allon tubs. Kwality Ice Cream is the +uintessence of what a super premium ethnic ice cream should be. TA specialist and a !lavorist. We are open for feedbac and are committed to suggestions and comments.alls Kwality !oods is co&founded by Ar.hri hand . safe product is manufactured with reproducible consistency. pints.ithai .cientist. It is conceived by people that now and understand the necessity of a high caliber gourmet product.ate Amul . . It is also available in parlors in (dison.i# Amul Chocolates Amul 0asundi Amul .ithaee <ulab Jamun . Just one taste will win you over.

with an annual turnover of U$ billion Beartbrand products are sold in more than )% countries. Kwallity Wall"s was launched in 8@@$ as Bindustan 3nilever . Kibon in 0ra:il. Kwality WallPs is a major producer and distributor of ice cream and other dessert products in India. The Indian consumer mar et was introduced to GKWA. creamy flavours.alaysia and . As the ice&cream industry e#ploded in India. The Beartbrand operates under different names in different mar ets 1WallPs in the 3K and most parts of Asia.ITF WA..ingapore. in 8@@$ Kwality <roup joined hands with Bindustan . Bowever. the arm of 3nilever in India. master brand for ice creams.imited and then there was no loo ing bac . and is an e#tension of the WallPs ice cream brand of<reat 0ritain. but also for their trusted +uality and nutritious food value. . /a istan.became the first company in the country to use imported technology for manufacturing ice&cream on a commercial scale. Kwallity Wall"s has been delivering superior +uality products under its international 3nilever is the worldPs biggest ice cream manufacturer. Bindustan 3nilever started by merging * e#isting ice cream brands in the country and then launched Kwallity Wall"s range of ice creams and fro:en desserts. the collaboration made Kwality a household name and created deep in roads for the brand in the consumer mar et. and =la in the ?etherlands2 • .ever .. With in&depth brands. in some countries li e India. Today. Though the two giants eventually parted ways. . It is a company of Bindustan 3nilever.H K the result of collaboration between global brand Walls and the leading Indian ice&cream brand Kwality. Algida in Italy. Kwality is not just a brand K it is the ice& cream associated with the Indian summerM it"s the first choice in ice&cream for any child or adult during the scorching Indian summers.angnese in <ermany. Kwalityice&creams are trusted not only for their • nowledge of the Indian mar et and 3nilever"s state&of&the&art technology.ri .td Cs. most of Kwality WallPs products are not mil based ice cream but rather vegetable fat based fro:en desserts The <lobal . .

. =ur biggest satisfaction comes from the loo of bliss and happiness of our consumers faces.any organi:ed players are thus finding difficulty to maintain and survive in the mar et as they have high fi#ed overheads.angnese in <ermany. from indulgent treats li e Cornetto N !east 1for teens and young adults2. to /addle /op 1for ids2. . Kwality Wall"s& the brand with the heart logo & is been loved for its wide variety of products. stic and tub we sell. !ruit and Chocolate. K(F !ACT. • • S.In a world of stress. operating under the Beartbrand and Kwality Wall"s is present in India since 8@@5. Also sold as Algida in Italy N Tur ey. Weaknesses: . • 3nilever is the worldPs biggest ice cream manufacturer.any un&organi:ed sector players manufacturing ice creams are not hygiene and +uality conscious and they just try to compete on price resulting in unhealthy competition with organi:ed sector manufacturers as well as good unorgani:ed sector manufacturers.treets in Australia and =la in the ?etherlands. Kibon in 0ra:il. . as they devour our products. providing moments of daily pleasure to consumers. =ur passion is inspired by our love for simple ingredients li e . Beartbrand products are sold in more than )% countries worldwide. denial and restraint. which ma e our products the best G/leasure !oodH there is. through our delightfully delicious products. We believe in spreading happiness and smiles through every cone. . N Carte A"or and !ruttare 1for people who love refreshing fruits2. to family favorites li e our Creamy Aelight.$" Analysis of $verall Ice Cream /ar8et in India Strengths: The strengths of Ice Cream mar et in India is the availability of natural resources which can be capitali:ed to improve and increase the mar et si:e . cup. is our passion.

.imited international presence as compared to leading global brands $pportunity6 8. 8. This can create problem for Indian manufacturers of Ice Creams if they can"t match their +uality and price with them. . 5.ocal unorgani:ed sector giving ice cream at low price without any +uality. and good advertising. Amul is one of the most respected top&of&the&mind brands. =ffers over -%% products across India. $. . -. restaurants 5.$" Analysis of Amul6 Strength6 Their main strength is the huge networ they have with manufacturing units at various locations all India and the strong financial bac up they have. ). party pac s.ea8ness6 8. Ice Creams of various types can be made available to the people at large to increase the consumption. Tie&up with food chains. <rowing competition from international and other brands means limited mar et share. stic s. 5. Ice Cream industry in India has a huge potential in the untapped mar et available with us.ulti ?ationals are entering in India with a good financial bac up. -. Threats: Aue to globali:ation many . cones etc. .obile vans for better visibility "hreats6 . Also launched probiotic and sugar free ice creams.Opp rt!n"t"es: . <ood product range includes various flavors.oo ing to the International scenario. <ood +uality and pac aging. S. latest technologies and e+ually good +uality products with attractive pricing and different varieties. Bigh (nd ice&cream to tap the higher income group also -.

Kulfi in rural mar ets -.$" analysis of 8wality walls Strength6 8.ocal Kulfis . Threat from e#isting ice&cream brands -. .ots of flavors and varieties available . 0etter and newer flavors. <ood product distribution and availability ).ea8ness6 82 !ood products have a limited shelf life.8.ocal ice creams and sweet dishes 5. . . .trong brand name -. $pportunity6 8. Bealth conscious people refraining from sweets S. (#cellent advertising and visibility 5. "hreats6 8.

It is the overall operation pattern or frame wor of the project that stipulates what information is to be collected from which sources by what procedures. >esearch design specifies the sources for collection of re+uisite information and its measurement and analysis with a view to arriving at certain meaningful conclusion at the end of proposed study.#esearch Design A research design is the specification of methods and procedure for ac+uiring the information needed. Primary data6The data are freshly gathered for specific purpose or for a specific research project. The researcher collected the data by himself without use of any secondary source. Data source The source from which we get the information or data for research is nown as data source. We hoped to get proper analysis and conclusion from that information . The researcher can gather primary data. !or this research mainly primary data are important. . Census ta es a long time and hence is not suitable for our research.  Census It refers to collecting data from the entire population.o we used the other type which is called sample. !or our study we have used primary data. Through +uestionnaire. It is evident that research design is more or less a blue print of research. we interacted with 6% consumers.  Sample It refers to a pie ta en from a population. secondary data or both.

Data collection Data collection "ools and "echni@ues The researcher has to decide on the appropriate tool for data collection. In this report I have to choose primary data to know about the consumer behavior on ice cream. As far as possible use of all technical terms or double meaning words are avoided in +uestionnaires.Secondary data6The data which already e#ists somewhere and it was gathered for some other purpose in the past. <uestionnaire9 Tuestionnaire is the most important tool for data collection. *. As the respondents are giving answers in writing and not using tic mar s.. it becomes lengthy and time consuming and also boring for the respondents. It is important that these +uestions are easy to understand and every person finds it easy to answer.Close ended @uestions6- . These tools are9  Interview schedules & which are used for exploratory researchA  <uestionnaires & which are used for surveys We have gathered data using +uestionnaire as our tool. .o mostly. close ended +uestions are used. It contains +uestions that a researcher wishes to as his respondents. respondents can give their suggestion in writing.$pen ended @uestions6To such +uestions. . Bere we get the information through internet by using different websites. To start investigation by e#amine secondary data to see whether the problem can be partly or fully solved without collecting costly primary data.

ample si:e is based on the time available to the researcher or decision ma er. It is also dependent on the nature of the problem or research design. In sampling methods there are mainly two methods6 D. he has to decide sample si:e and then research on it."he num&er of units to &e selected from a population is called the si.o I have used close ended @uestionnaire in this report for survey of ice cream. The process of selecting a sample from the population is sampling. . . .E #andom sampling D*E !on random sampling (or this purposes my research I consider simple random sampling- "arget population The target population for the research project is the no.Close ended +uestions are those where respondents have to select a response from among the multiple choices offered to him or her. !rom that.e A decision regarding the num&er of units to &e selected from the population is to &e made when it is decided to ta8e a sample from a population. (rom the estimated consumer of ice creamA I have ta8en BC consumers randomly as population sample- SA/P)I!3 /E"0$DS A >esearcher generally has ta en a small portion of the population for study which is referred to as sample.e of a sampleIt means that a researcher has to first consider the si:e of population first. a person only has to tic mar . !or close ended +uestions. Sample si. customer in Byderabad using ice cream.

W=T analysis has been used. In classification of gender the following number is used to now their perception. Data Analysis and Data Presentation 3E!DE#9 <ender play vital role in purchase decisions.e.e# . Presentational tool6 In this bar diagram and pie charts have been used for presenting the result of survey. <ender classified on se# basis i. <ender classification is re+uiring to mar eter because different gender e#hibits different perception towards products. of respondents 5$ *$ 8%% Sources9 Primary Data /ercentage ' 5$ *$ 8%% .Analytical tool6 In this /ercentage method and . male and female.ale !emale Total ?o. Classification of Customers Based $n Sex .

I!"E#P#E"A"I$!6 5$' of the respondents are male and *$' of the respondents are female. !rom the above table we can conclude that. the majority of the respondents were belongs to female group. A blue collar wor er will buy wor clothes. Analysis of $ccupation of the #espondents =ccupation 0usiness (mployee Bouse wife =thers Total ?o. of.imilarly the Amul Icecream is purchased by various occupants. $CC%PA"I$!9 =ccupation is also influences a person"s consumption pattern. The following occupants of the respondents are classifies for the data collection. wor shoes and lunch bo#es. . respondents -% 8% *$ %$ 8%% Sources: Primary Data /ercentage ' -% 8% *$ %$ 8%% .

Bence in this research I li e to collect the data how income is influence to purchase Amul Ice&cream.onthly income 0elow $%%% $%%8&8%%%% 8%%%8&8$%%% ?o. %$' of the respondents are others group. they go for high +uality irrespective of price of the product. of respondents 56 5% -8 /ercentage ' 56 5% -8 . Analysis of .onthly Income of the >espondents . If the income is high then.I!"E#P#E"A"I$!6 -%' of the respondents are businessmen. and *$' of the respondents are house wives. I!C$/E9 Income decided the purchasing power of the customer. 8%' of the respondents are employees.

5%' of the respondents earn $%%8 to 8%%%%.8$%%8 N above Total 88 8%% Sources6 Primary Data 88 8%% I!"E#P#E"A"I$!9 As per the data 56' of the respondents earn per month below $%%%. . !rom the above table we can conclude that majority of the respondents" monthly income group of below $%%% and more than $%%% to 8%%%%.E Do you &uy Ice creamF /urpose9 To find out how many people are buying ice cream. -8' of the respondents earn above 8%%%8 to 8$%%%. 88' of the respondents earn 8$%%% N above. Particulars 9es !o Percentage 6%' -%' .

*E 0ow often do you consume ice creamF Purpose6 to find out how many times consumer consumes the ice cream.-$' 5%' 86.4 days "otal !o-of respondents 8-@ -) 8$ 6% Percentage 8$' 5*.7$' 8%%' .Interpretation6 The chart indicates that the highest percentage of consumer 16%'2 would li e to buy ice cream and -%' consumers are not interested to buy ice cream. Particulars Every day 1to2 time in a wee8 $nce in every wee8 $nce in a .

hen do you consume ice creamF Purpose6 To find out which time consumers would li e to prefer ice cream.8-' )7.)7' . once in 8$ days. 1E . of respondents )8 5@ -) @) percentage -%. /articular /arties .Interpretation6 =ut of 6% consumers.7' 8@. And they all other consumers are preferring ice cream to every day.*@' 8-. 5*.ocial occasions As desserts With friends ?o.-$' consumers prefer ice cream 5 to) times in a wee and 5%' consumers prefer ice cream once in a wee .

It means the new generation and younger consumers would li e to prefer ice cream with their friends and parties also.@%' 86. Particular +anilla Butter scotch 5esar-pista #a'&hog Chocolate "otal $pinion of respondets 5% )* 56 )$) 6% Percentage 8).Interpretation6 In above chart )7' consumer s prefer ice cream to eat with friends and -8' consumers would li e to eat in parties and -%' consumers would li e to on social occasions and 8-' consumers would li e to eat on desserts. 2E .8%' -%' -$.-@' -8.hich are your favorite Ice creamsF Purpose6 To now about favorite ice cream of consumer.7%' 8%%' .

G-*4I . Particular 9es !o "otal !o.of respondents GH . and -%' consumers li e esar pista ice cream and other consumers are li e vanilla and >ajbhog ice cream. -$.1 BC Percentage B1-H4I .CCI .Interpretation6 In this above chart out of 6% consumers. 4E Do you thin8 &rand name is also important in the ice creamF Purpose6 To now about importance of brand name by the consumers.7%' consumers most li e chocolate ice cream and -8. The reason was that most of the consumer"s favorite ice cream is chocolate flavor.@' consumers li e butter scotch ice cream.

. to 4F /urpose9 To find out consumers most li e brand of ice cream.7$' consumers are give the importance of brand because people are brand conscious and other 8*.Interpretation6 This chart indicates that 65. GE #ate the following &rands on scale of .-$' consumers are but giving importance of brand because they are not believe in brand.

taste and innovation of the product and -*' consumers are preferred Kwality wallsl ice cream because of +uality taste and advertisement and 8-' consumers preferred vadilal ice cream and other consumers are preferred Bavmor and mother dairy ice cream.>an 0rand Amul Iadilala Bavmor Kwality Walls . of respondents 8 5 ) 5% 8% $ -* 85 87 -8% 58 5 7 55 -6 @ @ -% 8) -7 6 8% $ 6 $ 88 8% )7 Interpretation6 This chart indicates that 5%' consumers prefer Amul brand of ice cream because of good +uality.other dairy ?o. .

1 1 4 J .* .J 2 4 .C * * * 2 * 4 .G 1 J . 1 * * * * *H *1 J 2 * 2 * . *C .4 .1 G H G * .1 H B 1 * * G 1 .2 .CE Purpose6 To find out features most li e by consumers.G *2 2 *C 2 . 2 . to .G 4 2 1 G *2 . *1 *1 .HE .G J 1 * .* .hich factors influences you to &uy Ice creamF D#ate on scale . .C *C .C .2 .2 .C . 4 * 2 2 G G *.C . G 1 .2 *C .4 2 H .4 2 . 2 * 1 H .2 . 2 4 1 *2 J . #an8 Particulars <uality "aste Price Advertisement Brand Pac8aging Availa&ility (riends Smoothness service .C 1 H .

. smoothness.ran of price because of price is valuable factors to buy ice cream depend on consumers and 7' consumers are giving third ran of brand because brand is also important factor to preferred ice cream and 5' consumers are giving fourth ran of advertisement because without popularity consumer would not li e to buy ice cream and other consumers are believe in service . and pac aging. availability.Interpretation6 This chart indicates that -5' consumer are giving first ran of taste and +uality because taste and +uality is most important factor of ice cream and 8%' consumer giving .

7$' 85.$' 8%' 8%%' Interpretation6 This chart indicates that --' consumers are >s.BE 0ow much do you normally spend on ice cream in one helpingF Purpose6 To find out how much price consumers spent on ice cream.7$' 7. of respondents -% 5$ 88 * 6 6% /ercentage -$' )5. /articular $ to -% -% to 5% 5% to )% )o to $% $o above Total ?o. -%to5% spent on ice cream because it affordable price by the consumers and 8-' consumers are spent on ice cream $ to -% because people would li e to prefer candies and cone and 7' consumers are spent on ice cream 5%to)% because of their taste and high +uality and flavor of ice cream and all other consumers are li e to spent )%to$% on ice cream li e tub and pac . .

Particular Cup Cone #ollcut Candy "u& pac8 !o-of respondents 1H 2G .J ** .*-4BI .JE 0ow do you prefer to have your ice cream inF Purpose6 To find which type of ice cream consumer prefer in ice cream.* Percentage *2-4CI 1C-2GI .2-4HI J-J1I H-J2I Interpretation6 .4 .

$7' consumers would li e to preferred in candies because of the different flavor and ids li e most and other people li e roll cut.This chart indicates that 5%.CE #ate the following &rands on scale of . .ervice Availability /ricing Advertisement /ac aging Customer friendly Innovation /romotional offers Bavmor Amul Iadilal Kwality walls * * * * * * 4 G * 2 . . tub and pac because it is in huge +uantity and it"s for family. . .)*' consumer most li e to preferred ice cream in cone because ids are most attract with cone and -). * B * 2 1 1 4 4 4 H B B 4 J G . .$%' consumers would li e to preferred in cups because of different flavor and everyone eat ice cream in cup and 8).C . to . 1 1 2 . 1 4 1 4 .C for the following parameterF Purpose6 To find out features of ice cream brand li e most feature by consumers. 0rands parameter Tuality Taste .

pac aging and others parameters consumers are giving fifth. service. taste. . pac aging. Third ran gives to vadilal ice cream because of taste service promotional offers. And forth ran gives to wality walls in service. innovation and availability of Amul ice cream and second ran consumers are giving to Bavmor ice cream because of taste. service. +uality. availability and innovation.Interpretation6 In the above chart consumers are giving first ran to +uality. ran on advertising. taste.

CCI .of respondents 14 24 ..* G .E .G-*2I .here do you usually &uy your ice creamF Purpose6 To find which place consumer would most li e to buy ice cream.H Percentage *J-J.C-*GI 4-.I 1B-2GI ..1I .. Particular Super mar8et Ic cream parlorKrestaurants /ini mar8et Conveniences stores Ice cream cartK vehicle "otal !o.J .

ovie theatres .Interpretation6 In the above chart 56.-.2 .4-*BI .*E /ost of the time you &ecome aware a&out new ice cream &randK flavor is throughF Purpose6 To find out which media consumer aware about ice cream.G .CCI .eaflets total ?o..22 /ercentage . . /articular Word of mouth Television >adio ?ewspaper .aga:ines .1-.I J-H*I .)*' consumer would most li e to preferred ice cream from ice cream parlor because there are available of every type of ice cream and -@.@8' consumers li e preferred ice cream from super malls and other consumer li e to purchase ice cream from Conveniences store and ice cream vehicle.J 2C B .H-1GI .JI *H-HBI 4-44I . of respondents ** *4 ..

. movie theatres and maga:ine which are media consumers are aware about ice cream.Interpretation6 In the above chart 8)' consumers are aware about ice cream through news paper because everyone read newspaper and .haw the advertisement of ice cream and @' consumers are aware through television because television is most nonverbal and verbal communication to give advertise to people are aware and 6' consumers are aware through word of mouth because ta ing about ice cream with friend face to face communication to people are believe that product and other consumers are aware about leaflets.

of respondents 21 *C 14 .I J-*GI .B-4.ho is the most influencer to &uy ice creamF Purpose6 to find out whose consumer are most li8e to preferred ice creamParticular 5ids Parents "eenagers $thers "otal !o.CCI Interpretation6 .CB Percentage 1J-B4I .1E .I 1*-2..C .

)8' consumers preferred ice cream by teenagers in the parties .C *C 2 .CCI . with friends and 86.$8' consumers are preferred ice cream by parents and all others consumers would li e to influence.6$' consumers are influence to buy ice cream by ids because ids are very affecting to the ice cream and 5-. .hich types of offers attends you the moreF Purpose6 To find out consumer would the most li e offer in ice cream.H-*2I 1-24I .In the above chart 5@.of respondents 2J 11 ..2E . Particulars Discount 3ift +alue addition Com&o pac8 $thers "otal !o.G Percentage 2*-*2I *B-24I B-G*I .

$' 7-. .4E Do you li8e sugarless ice creamF If yesA then which company Purpose6 To now about awareness of sugarless ice cream by customer. /articular Fes ?o Total ?o. =ffer in ice cream. of respondents $6 6% /ercentage Amul Bavmor Kwality @ 7 * -7.$' 8%% .Interpretation6 In the above chart -8' consumers are most li e to prefer discount offer in ice cream and 8)' consumers are li e to prefer gift offer in ice cream and @' people are preferred combo pac offer in ice cream and other consumers are li e value addition offer and others.

Interpretation6 In the above chart we can see that 7-. advertisement and service in ice cream. price. Consumer is li e most features of +uality. Consumers are preferred ice cream in any time. . Consumers are most li e to preferred Amul ice cream compare to other brand.$' consumers are li e sugar less ice cream in that ice cream most li e consumer Amul brand and other consumers li e Bavmor and Kwality brand.$%' consumers are not li e sugarless ice cream and -7. Consumer is most li e flavor of chocolate and butter scotch ice cream. brand. Consumers are giving importance to brand name so focus on that brand name. (I!DI!3S • • • • • • Consumer is more and more buy ice cream. taste.

. Consumer is most li e to preferred ice cream in cone.• • • • • • Consumer is spent money on ice cream on average price of >s. Consumer is most li e to prefer features of Amul ice cream compare to other brands. -% to 5%. Consumer li e more +uantity to buy N get benefit of price with discount and gifts. . Awareness of ice cream through newspaper.ost influencer of ice cream by ids and teenagers.

Consumer is giving responses of the buying ice cream depend various features of ice cream. .ango.o consumer and consumers are very conscious about brand name on that basis Amul is good brand for consumer and factors most li es by the consumer of havmor ice cream. It gives more value to consumers than profit. They want more convenient locations. I have observed that people of age group -% to 5% are ma#imum consumer of .. . =n that survey Kwality walls ice cream and vadilal ice cream is best competitor of Amul ice cream. . .>(C=.udha outlets. but in <ujarat.trawberry. 0ut )%' of the consumers don"t thin that . Amul is improved a lot in the couple of years. . etc. 0lind love.udha is consistent in maintaining the +uality of its product. Amul has 5$' of the mar et of ice&cream at <ujarat in its hand. I want Bavmor has been wor ed up to its real meaning of its name G 0A+E /$#E .ajority of the consumers almost $-' are not satisfied with the location of . Bavmor has earned its place.ome improvement is re+uired in the flavours li e .udha Ice&cream is people of age group-%&5% years N also ids of age group 8%&-% because ids are always easy targets.udha Ice&cream.y summer internship project to Bavmor was co&operating and friendly and the guide gave us all the information.udha Ice&cream is always available to consumers -5' of them want some improvement in the +uality. . 86' in +uantity N rest 7' in price.T>AT(<FH in order to ma e sure that . C$!C)%SI$! I have to conclude on the study of this report Gconsumer behavior on ice cream industry with the help of Amul ice&creamH. This is a thing to worry because inconsistency in the +uality of the product cans lead to decrease in loyal customer. Bere major focus should be on providing convenient locations for consumersN introducing G/3.(?AATI=?.o the target mar et for .B .

BIB)$3#AP09 • .ar eting management .com Error! Hyperlink reference not • Boo86 .havmor.e&site6 www.

Author9 /hilip ottler 85th edition /age no.I"0 "0E 0E)P $( 0A+/$# ICE C#EA/?.E Do you &uy Ice creamF 9es !o *E 0ow often do you consume ice creamF . A!!=%#E <%ES"I$!!AI#E $( 7C$!S%/E# BE0A+I$%# $! ICE C#EA/ I!D%S"#IES . newspaper etc.6@ • Information collect from maga:ines.

ith friends 2E .hen do you consume ice creamF Parties Social occasions As desserts .Every day 1 to2 time in a wee8 $nce every wee8 $nce in a . to 4F Amul +adilal 5wality walls 0avmor . II.4 days 1E .hich are your favorite Ice creamsF I. III. IV. 4E Do you thin8 &rand name is also important in the ice creamF 9es !o GE #ate the following &rands on scale of .

to ./other dairy HE .hich factors influences you to &uy Ice creamF D#ate on scale .CE <uality "aste Price Advertisement Brand Pac8aging Availa&ility (riends Smoothness Service BE 0ow much do you normally spend on ice cream in one helpingF 4 to *C *Cto1C 1Cto2C 2Cto4C A&ove 4C JE 0ow do you prefer to have your ice cream inF .

1E /ost of the time you &ecome aware a&out new ice cream &randK flavor is throughF .here do you usually &uy your ice creamF Super mar8et Ice cream parlourK restaurants /ini mar8et Convenience stores Ice cream cartK vehicle .C for the following parameterF Brands parameter <uality "aste Service Availa&ility Pricing Advertisement Pac8aging Customer friendly Innovation Promotional offers Amul 0avmor +adilal 5wality walls .ords of mouth "elevision #adio !ewspaper .Cup Cone #ollcut Candy "u& Pac8 . to .E #ate the following &rands on scale of .*E ..

/aga.ines /ovie theatres )eaflets .2E .ho is the most influencer to &uy ice creamF 5ids Parents "eenagers $thers .hich types of offers attends you the moreF Discounts 3ifts +alue addition Com&o pac8 $thers .GE Do you li8e sugarless ice creamF If yesA then which company 9es !o Personal details ?ame9 Add9 Age9 =ccupation9 .4E .