“A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS

MERIIBOY ICE CREAM IN ERNAKULAM DISTRICT”

A Project Report submitted to Mahatma Gandhi University, in partial fulfilment of the

requirements for the award of the Degree of Bachelor of Commerce

Submitted by:
Sharlet Joshy (Reg no: 170021075745)
Shiras K. Najeeb (Reg no: 170021075746)
Sonika K. A (Reg no: 170021075747)

Under the Guidance of

Mrs. Aneeza M.A
ASSISTANT PROFESSOR

Department of Commerce

KMM COLLEGE OF ARTS AND SCIENCE

THRIKKAKARA
2017-2020
 DEPARTMENT OF COMMERCE
KMM COLLEGE OF ARTS AND SCIENCE THRIKKAKARA

CERTIFICATE

This is to certify that the project

work entitled “A STUDY ON
CONSUMER BUYING BEHAVIOUR TOWARDS MERIIBOY ICE CREAM IN
ERNAKULAM DISTRICT” is an original work carried out by Sharlet Joshy, Shiras K. Najeeb,
Sonika K.A and is submitted in partial fulfilment of the requirements for the award of the degree
of Bachelor of Commerce.

Mrs. Aneeza M.A Nasiya K.A

Assistant Professor Head of the Department
Faculty Guide

Name and signature of the external examiner with date:

Name Signature Date

DECLARATION
We Sharlet Joshy, Shiras K. Najeeb, Sonika K.A, hereby declare that the project entitled “A
STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS MERIIBOY ICE CREAM
IN ERNAKULAM DISTRICT” is a bona fide work done by us under the guidance of
Mrs.Aneeza M.A, Assistant Professor, KMM College of Arts and Science, Thrikkakara, and
is submitted to Mahatma Gandhi University in partial fulfilment of the requirements for the
award of the Degree of Bachelor of Commerce.

We also declare that this report has not been submitted by me or anyone else fully or partially for
the award of any academic qualification, fellowship or other similar title of any other university
or board before.

Sharlet Joshy

Shiras K. Najeeb

Sonika K.A

Date:
Place: Thrikkakara

I
 ACKNOWLEDGEMENT

We owe a lot to many. At this juncture we acknowledge a few people who have helped us in the
successful completion of this study.
We express our heartfelt gratitude and indebtedness to our teacher and guide Aneeza M.A,
Assistant Professor, KMM College of Arts and Science, Thrikkakara, for his/her valuable
guidance and supervision to this study.
We also express our sincere gratitude to Dr.P.V.Sumithran, Principal, KMM College of Arts and
Science, Thrikkakara, for the guidance and support.
We are thankful to Mrs.NASIYA K.A., Head of Department of Commerce, KMM College of
Arts and Science, Thrikkakara, for the valuable advice and overall guidance given by her
throughout the course.
We are immensely grateful to all the teachers of the Department of Commerce for their
inspiration and co-operation.
We are also grateful to our family members and friends for their valuable ideas and suggestions
to this work.
Above all, we are grateful to the God almighty with whose grace we have done this project
successfully.
Sharlet Joshy
Shiras K. Najeeb
Sonika K. A

Date:
Place: Thrikkakara

II
 CONTENTS

SL NO CONTENTS PAGE NO

1 INTRODUCTION 1-4

2 REVIEW OF LITERATURE 5-6

3 THEORETICAL FRAMEWORK & 7-25

COMPANY PROFILE

4 DATA ANALYSIS & INTERPRETATIONS 26-49

5 FINDINGS , 50-52
SUGGESTIONS & CONCLUSION

BIBLIOGRAPHY

APPENDIX

III
 LIST OF TABLES

SL NO TITLE OF TABLES PAGE NO

4.1 Age wise classification 26
4.2 Annual income of respondents 27
4.3 Gender of respondents 28
4.4 Marital status of respondents 29
4.5 Source of information 30
4.6 Awareness of different flavours of Meriiboy ice cream 31
4.7 Place of purchase 32
4.8 Awareness of various marketing strategies 33
4.9 Time period of using meriiboy ice cream 34
4.10 Awareness of various forms of meriiboy ice cream 35
4.11 Most preferred Flavour 36
4.12 Period of using meriiboy ice cream 37
4.13 Rate of meriiboy ice cream in terms of price 38
4.14 Buying motive of the customers 39
4.15 Product innovation 40
4.16 Promotional activities conducted by the company 41
4.17 Packing of meriiboy ice cream 42
4.18 Watching the advertisement 43
4.19 Various medias of advertisement 44
4.20 Generating of sales 45
4.21 Role of meriiboy advertisement 46
4.22 Rating of advertisement 47
4.23 Opinion on advertisement ethics 48
4.24 Ranking of meriiboy ice cream 49

IV

LIST OF CHARTS

SL NO TITLE OF CHARTS PAGE NO

4.1 Age wise classification 26
4.2 Annual income of respondents 27
4.3 Gender of respondents 28
4.4 Marital status of respondents 29
4.5 Source of information 30
4.6 Awareness of different flavours of Meriiboy ice cream 31
4.7 Place of purchase 32
4.8 Awareness of various marketing strategies 33
4.9 Time period of using meriiboy ice cream 34
4.10 Awareness of various forms of meriiboy ice cream 35
4.11 Most preferred Flavour 36
4.12 Period of using meriiboy ice cream 37
4.13 Rate of meriiboy ice cream in terms of price 38
4.14 Buying motive of the customers 39
4.15 Product innovation 40
4.16 Promotional activities conducted by the company 41
4.17 Packing of meriiboy ice cream 42
4.18 Watching the advertisement 43
4.19 Various medias of advertisement 44
4.20 Generating of sales 45
4.21 Role of meriiboy advertisement 46
4.22 Rating of advertisement 47
4.23 Opinion on advertisement ethics 48
4.24 Ranking of meriiboy ice cream 49