PROJECT REPORT

ON
“Consumer Preference that affects the Brand Loyalty
among the consumer of Ice-creams”
Submitted in partial fulfillment of requirements for
The Award of the degree of Masters in Business Management

(Session: 2018-2020)

Under Supervision of: Submitted by:

Dr.(Mrs.) Ashumani Bhatia Tushar
HOD & Associate Professor MBA (4th Sem.)
H.I.M.T., Rohtak Roll no. 8316450

HINDU INSTITUTE OF MANAGEMENT& TECHNOLOGY

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

 ACKNOWLEDGEMENT

“Gratitude is not a thing of expression; it is more a matter of feeling.”

There is always a sense of gratitude which one express for others for their help and supervision
in achieving the goals. We too express my deep gratitude to each and everyone who has been
helpful to us in completing the project report successfully.

We would like to thank almighty God for blessing showered on us during the completion of
Dissertation Report.

First of all, we are highly thankful to Dr. Hitesh Dhall (Director of HIMT) and Dr. (Mrs.)
Ashumani Bhatia (HOD of MBA Deptt. of HIMT-ROHTAK) for allowing us to pursue our
Dissertation Report on “Consumer Preference that affects the Brand Loyalty among the
consumer of Ice-creams”

We give our regards and sincere thanks to Dr.(Mrs.) Ashumani Bhatia (Project guide) who
has devoted her precious time in guiding us & helping us complete it within time.

We feel self-short of words to thanks our parents and friends who had directly or indirectly
instrumental in the completion of the project. We are indebted to all respondents for their time
passion during the long conversations.

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 PREFACE

The project study has been conducted in lieu of requirement laid down by MAHARSHI
DAYANAND UNIVERSITY, ROHTAK for the degree of MBA. Under this requirement,
every student is supposed to write to a project report. It enables the students to understand the
practical aspects of the conceptual studies learnt by them in the commerce subject. In the
mercantile world, there happen so many practices, which are not warranted under the law. On the
working it enables the student to draw a via Media through which law can be implemented by
twisting the same in favors of the circumstances, without of course, violating the basis spirit of
law. Thus, the importance of undertaking the project is immense and can’t be under scared by
any stretch of imagination. This report represents various views about the various risks in the
Sectors.

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 DECLARATION

I, Tushar, Roll No.8316450 of MBA, Semester 4 of Hindu Institute of Management &

Technology, Rohtak, hereby declare that the project entitled “Consumer Preference that
affects the Brand Loyalty among the Consumer of Ice-creams” in Ice-creams Industry is an
original work and the same has not been submitted to any other Institute for award of any other
degree. The interim report was virtually presented to the supervisor on 13/05/2020 and online
pre-submission presentation was made on 27/05/2020. The feasible suggestions have been duly
incorporated in consultation with the supervisor.

Signature of the Candidate

Counter signed
Mr. Vikas Vij
Assistant Professor, HIMT

Dr. Hitesh Dhall

Director of the Institute

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 Table of Contents

Acknowledgement i.
Preface ii.
Declaration iii.

Chapters Page No.

Chapter-I Introduction of Industry 1-25

 FMCG industry

 Company profile
 kwality Profile
 Amul icecream
 Vadilal history
 Mother Diary
 History of ice creams

Chapter-II Review of Literature 26-41

 Previous studies on ice cream

 Introduction of ice cream

Chapter-III Research Methodology 42-48

 Research design
 Sample Design
 Sample Size
 Data collection
 Research Objectives
 Limitations of study

Chapter-IV Analysis and Interpretations 49-60

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Chapter-V Findings & suggestions 61-64

 Findings

 Suggestions

 Conclusion

Annexure

 Bibliography

 Questionnaire

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 CHAPTER – 1
INTRODUCTION
TO
PROJECT
ICE CREAM

Ice cream as a dairy delight was probably “discovered” in the 1600’s. The concept of flavored
ices evolved, but no one is sure how. We do know that Charles I of England, or rather, his chef
(either French or Italian), made ice cream a staple of the royal table. Depending on which
version you read, either the chef had a secret recipe for ice cream and the king paid him a
handsome reward to keep it a secret, or the chef was threatened with death if he divulged the
recipe. Either way, once Chuck-One was beheaded in 1649, the chef blabbed. Soon nobility in
Europe knew of, and enjoyed, “crème ice.”

Who REALLY Invented The Ice Cream Cone?

And if you thought the invention of the sundae was confusing, you ain’t seen nothing yet. Many
histories proclaim that the ice cream cone was invented in 1904 at the St. Louis World’s Fair (the
Louisiana Purchase Exposition), when Syrian immigrant Ernest Hamwi gave some of his
“zalabia” (a waffle-like pastry) from his pastry cart to neighboring Arnold Fornachou, who had
run out of paper dishes to serve his ice cream in at his adjoining ice cream cart at the fair.
Another version has Hamwi teaming up with a different ice cream vendor named Charles
Menches, who also ran out of dishes. Well, wait…yet another vendor named Abe Doumar said
he created the cone and sold it nightly at the fair. Hang on…fair vendor David Avayou said the
same thing, claiming he knew of “cones of pastry” from France.

All in all there were about 50 ice cream vendors and more than a dozen waffle stands at the fair,
so it’s very likely there were several vendors selling some version of an ice cream cone.
Certainly, the cone became universally popular after this date.  Despite the number of claimants,
most ice cream experts and associations give the credit to Hamwi.

But - let us seriously consider Italo Marciony (also spelled Marchioni and Marcioni)– who
claimed he created the ice cream cone on September 22, 1896! He sold his cones from a
pushcart in New York City, and his claim may be the best, since he had a patent for a waffle
mold, granted in December 1903, eight months before the St. Louis Fair! His invention was “…
like a waffle iron and producing several small pastry cups with sloping sides.”  I have a copy of
it courtesy of Anthony Gullo of Hoboken, NJ, who also provided me with more about this
fascinating, and little known inventor.

INTERESTING ICE-CREAM FACTS:-

 Although the origin of ice-creams is unclear in history books, the first ice-cream parlor in
America opened in new York city in 1976
 In 1984, President Ronald Reagan designated July as National ice cream month and the
third Sunday of the month as National ice cream day.
 More ice cream is sold on Sunday than any other day of the week
 Most popular creation at cold stone creamy peanut Butter cup perfection made with
chocolate ice cream with Peanut Butter, Reese’s Peanut Butter cup& fudge.
 In 2004, Cold stone creamery stores nationwide gave away approximately 56,000 pounds
of ice creams,90,000 oreo cookies, 750 pounds of chocolate shavings & 9000 pounds of
rich chocolate ganache during the “world’s largest ice cream social” to help raise
$625,374.33 for the make- ‘A wish foundation’.
 To date, the cold stone ‘Franchise community has rallied together with ice cream lovers
to raise more than $1.1 million to grant the wishes of children with life threatening
medical conditions.

ICE CREAM DEFINED-

 Super Premium ice cream has very low overrun(air) and high fat content and uses only
the highest quality ingredients.
 Ice cream is a frozen dessert product containing at least 10% milk-fat and at least 20%
total milk solids, safe and suitable sweeteners and optional stabilizing, flavoring and
dairy desired ingredients.
 Reduced fat ice cream is made with 25% less fat than the referenced ice cream
 Light or Lite ice creams is made with 50% less fat or 1/3 fewer calories than referenced
ice creams, provided that in the case of caloric reduction, less than 50% of the calories
are derived from fat.
 Non fat/ fat free ice cream contains less then 0.5 grams of fat per serving.

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  No sugar added ice cream may contain artificial sweetners, but is not sweetened with
added sugar.
 Sorbet is frozen desert similar in composition to an ice. It is a non – dairy product with
relatively high sugar content. It generally contains fruit, fruit puree or fruit juice. Exotic
flavors are often used and citric acid may be added to enhance the taste.

 Frogen yogurt is a frogen desert similar in composition to nonfat ice-cream mixes

containing cultured skim milk and live active cultures in the finished frozen project. As
on industry standard, the fat content is not more than 4%.

First Ice Cream Parlor In America - Origins Of English Name

The first ice cream parlor in America opened in New York City in 1776. American colonists
were the first to use the term "ice cream". The name came from the phrase "iced cream" that was
similar to "iced tea". The name was later abbreviated to "ice cream" the name we know today.

Methods and Technology

Whoever invented the method of using ice mixed with salt to lower and control the temperature
of ice cream ingredients during its making provided a major breakthrough in ice cream
technology. Also important was the invention of the wooden bucket freezer with rotary paddles
improved ice cream's manufacture.
Augustus Jackson, a confectioner from Philadelphia, created new recipes for making ice cream
in 1832.

Good Humor Ice Cream Bar

In 1920, Harry Burt invented the Good Humor Ice Cream Bar and patented it in 1923. Burt sold
his Good Humor bars from a fleet of white trucks equipped with bells and uniformed drivers.

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 ICE CREAM FLAVOR’S

INTRODUCTION

Most ice cream is purchased by the consumer on basis of flavour and ingredients. There are
many different flavors of ice cream manufactured, and to some extent limited only by
imagination. Vanilla accounts for 30% of the ice cream consumed.
This is partly because it is used in so many products, like milkshakes, sundaes, banana splits, in
addition to being consumed with pies, desserts, etc.

It is the ice cream manufacturer responsibility to prepare an excellent mix, but often they put the
responsibility of the flavor’s and ingredients on the supplier.

US Ice Cream Consumption by Flavor, 2014

Percentage of Volume

1. Vanilla 30.2
2. Chocolate 10.0
3. Chocolate Chip 5.7
4. Butter Pecan 4.0
5. Strawberry 3.7
6. Neapolitan 3.0
7. Cookies and cream 2.6
8. Rocky Road 1.9
9. Cookie Dough 1.5
10. Cherry Vanilla 0.9
11. Coffee 0.7

Ingredients are added to ice cream in four ways during the manufacturing process:

1. Mix Tank: For liquid flavors, colors, fruit purees, flavored syrup bases Ð anything that
will be homogeneously distributed in the frozen ice cream.
2. Variegating Pump: for ribbons, swirls, ripples, revels

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 3. Ingredient Feeder: for particulates - fruits, nuts, candy pieces, cookies, etc., some
complex flavor’s may utilize 2 feeders
4. Shaker table: for large inclusions

Generally, the delicate, mild flavor’s are easily blended and tend not to become objectionable at
high concentrations, while harsh flavor’s are usually objectionable even in low concentrations.
Therefore, delicate flavor’s are preferable to harsh flavor’s, but in any case a flavour should only
be intense enough to be easily recognized. Flavoring materials may be:

1. Natural
2. Artificial or imitation
3. Blends of the two

TYPES OF FLAVORS

 VANILLA

Vanilla is without exception the most popular flavour for Ice Cream in North America. The dairy
industry uses half of the total imported vanilla to North America. It is a very important ice cream
ingredients, not only in vanilla ice cream, but in many other flavor’s where it is used as a flavor
enhancer, e.g. chocolate much improved by presence of vanilla.

Vanilla comes from a plant belonging to the orchid family called Vanilla Planifolia. There are
several varieties of vanilla beans among which are Bourbon, Tahitian, Mexican. Bourbon beans
are used to produce best vanilla extracts. Bourbons from Madagescar are the finest and account
for over 60% of World production, Indonesia, 23% (UN FAO 2005).

.Vanilla flavouring is available in liquid form as:

 Natural Vanilla
 Natural and artificial (reinforced Vanilla with Vanillin)
 Artificial Vanilla (vanillin)

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 CHOCOLATE AND COCOA

The cacao bean is the fruit of the tree Theobroma cacao, (Cacao, food of the gods) which grows
in tropical regions such as Mexico, Central America, South America, West Indies, African West
Coast. The word cocoa is a corruption of the native word cacao. The beans are embedded in pods
on the tree, 20-30 beans per pod. When ripe, the pods are cut from the trees, and after drying, the
beans are removed from the pods and allowed to ferment, 10 days (microbiological and
enzymatic fermentation). Beans then are washed, dried, sorted, graded and shipped.

At the processing plant, beans are roasted, seed coat removed - called the nib. The nib is ground,
friction melts the fat and the nibs flow from the grinding as a liquid, known as chocolate liquor.

Liquor:55% fat, 17% carbohydrate, 11% protein, 6% tannins and many other compounds (bitter
chocolate - baking).

Cocoa butter:
fat removed from chocolate liquor, narrow melting range 30 to 36°
Cocoa:
After the cocoa butter is pressed from the chocolate liquor, the remaining press cake is
now material for cocoa manufacture
The amount of fat remaining determines the cocoa grade:

 medium fat (Breakfast) cocoa 20-24% fat

 low fat 10-12% fat

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Cocoa powder can also be alkalized, which reduces acidity/astringency and darkens the colour.
Slightly alkalized cocoa is usually preferred in ice cream because it gives a deeper colour but the
choice depends upon:

 consumer preference
 desired color (Blackshire cocoa may be used to darken color)

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  strength of flavour
 fat content

There are many types of chocolate that differ in the amounts of chocolate liquor, cocoa butter,
sugar, milk, other ingredients, and vanilla.

IMITATION CHOCOLATE
Replacing some of all of the cocoa fat with other vegetables fats. Improved coating properties,
resistance to melting

WHITE CHOCOLATE
Cocoa butter, MSNF, sugar, no cocoa or liquor. In chocolate ice cream manufacture, cocoa is
more concentrated for flavor than chocolate liquor (55% fat) because cocoa butter has relatively
low flavor. However, the cocoa fat adds texture to the ice cream. Acceptable mixes can be made
using 3% cocoa powder, 2.5% cocoa powder plus 1.5% chocolate liquor, or 5% chocolate liquor.

One problem is called chocolate specking. It can occur in soft serve ice cream, when cocoa
fibres become entrapped in the churned fat.

FRUIT ICE CREAM

Fruit for Ice Cream is available in the following forms:

1. Fresh Fruit
2. Raw Frozen Fruit
3. Open Kettle Processed Fruit

Advantages of processed fruits:

1. Purchasing year round supply: problems of procurement and storage transferred to fruit
processor

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 2. Availability: blending of sources from around the world in RTU form, no thawing,
straining, etc.
3. Quality control: processor adjusts for quality variations
4. Ice Cream quality: fruit won't freeze in ice cream, usually free of debris, straw, pits.
5. Microbial Safety
6. Convenience

Fruit feeders are used with continuous freezers to add the fruit pieces, while any fruit juice is
added directly to the mix. Fruit is usually added at about 15-25% by weight.

Nuts in Ice Cream

Nuts are usually added at about 10% by wt. Commonly used

are walnuts, pecans, filberts, almonds and pistachios. Brazil nuts and cashews have been tried
without much success.

Quality Control of Nutmeats for Ice Cream

1. Extraneous and Foreign Material: Requires extensive cleaning, Colour Sorter, Destoner,
X-rays, Aerator, Hand-Picking, Screening
2. Microbiological Testing: Aflatoxin contamination can be a hazard with Peanuts,
Pistachios, Brazils. All nutmeats should receive random testing for: Standard Plate Count,
Coliform, E. Coli, Yeast and Mold, Salmonella.
3. Bacteria Control: Nuts must be processed in a clean sanitary premise following good
manufacturing practices. Nuts should be either oil roasted or heat treated to reduce any
bacteria.
4. Sizing: Some nut meats require chopping to achieve a uniform size in order to fit through
the fruit feeder, i.e.: Pecans, Almonds, Peanuts, Filberts
5. Storage: Nutmeats should be stored at 34-38° F to maintain freshness and reduce
problems with rancidity.

COMPANY PROFILE

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 KWALITY

At KwalityTM Ice Cream we strives for commitment to excellence. We are determined to deliver
a wholesome, safe and superior "quality" product with the purest ingredients. The name says it
all.
KwalityTM Foods is co-founded by Dr. Kanti Parekh Ph.D. Food Scientist, a Food Technologist,
QA specialist and a Flavorist. With his combined expertise of 40 plus years, the co-founders has
ensured that a high quality, safe product is manufactured with reproducible consistency. The idea
behind the all natural ice cream is simple. KwalityTM Ice Cream is the quintessence of what a
super premium ethnic ice cream should be. It is conceived by people that know and understand
the necessity of a high caliber gourmet product. Just one taste will win you over.

KwalityTM Ice Cream is available in a variety of delicious flavors and packaged in convenient
sizes of cups, pints, half gallon, 1.5 G and 3 Gallon tubs. It is also available in parlors in Edison,
Franklin Park, Iselin, Long Island, Hicksville and restaurants as individual scoops.

Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in 1956
became the first company in the country to use imported technology for manufacturing ice-cream
on a commercial scale. As the ice-cream industry exploded in India, in 1995 Kwality Group
joined hands with Hindustan Lever Limited and then there was no looking back. The Indian
consumer market was introduced to “KWALITY WALLS” – the result of a collaboration
between global brand Walls and the leading Indian ice-cream brand Kwality. Though the two
giants eventually parted ways, the collaboration made Kwality a household name and created
deep in roads for the brand in the consumer market.

 Today, Kwality is not just a brand – it is the ice-cream associated with the Indian summer; it’s
the first choice in ice-cream for any child or adult during the scorching Indian summers. Kwality
ice-creams are trusted not only for their rich, creamy flavor’s, but also for their trusted quality
and nutritious food value.

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KWALITY - a brand name that evokes immediate recognition and respect in today’s fast
changing food & beverage market. Kwality is a brand that has made a connection with an entire
generation of North Indians. For an entire generation of children who grew up in Delhi and
surrounding regions, having an ice-cream meant finding a Kwality vendor. This is the magic of
Kwality.
 
Almost 65 years ago, P. L. Lamba wanted to create a company whose very name would reflect
the service standard of all its future products – where the highest quality food products would be
served at the best price to satisfy the taste buds of an experimental Delhi. With this mission in
mind, in 1940 he opened the first Kwality restaurant in Delhi’s famous Connaught Place and thus
was born one of the most recognized brand names of the country – KWALITY – a rich legacy
that has continued to this day.

 Within just a few years, the Kwality restaurant became the most popular food joint for the
people of Delhi. The name was an instant hit and a generation on the verge of national
independence saw the Indian food chain as a symbol of our national pride.

 Today, over 60 years later, that pride is undiminished and from its humble beginnings, the
Kwality Group today successfully runs the famous Asiad Village restaurant complex. P. L.
Lamba’s gen-next Sunil and Dhruv Lamba have taken the family legacy into the future with
pulsating new ideas like The Breads and More café chains in India and the Express food courts
in various malls and hospitals.

P. L. LAMBA

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Chairman
 A pioneer in the field of providing quality ice-creams to the people of Delhi, P. L. Lamba’s
journey into the history pages of F&B began back in 1940s, when he set up the first Kwality
restaurant in Delhi’s Connaught Place. With his core business philosophy of hard work
combined with excellent service, P. L. Lamba had a sharp eye on the future of the business and
its growth in the new emerging India. His diligence and foresight for the business has today
created one of the oldest legacies in the Indian food industry, where today Kwality is a name
synonymous with class, world standards and pure delicious taste. This is P. L. Lamba’s true
legacy to his family business – a legacy that his next generation is ready to take into the future.

SUNIL LAMBA
Managing Director
A man with his eyes set on expanding the company’s core business, Sunil Lamba joined the
family business in 1974 and initiated an era of expansion. Kick-starting the flagship GAYLORD
collaboration between Ghai and Lamba Group, the company established branches across the
globe between 1972 and 1980 in Chicago, Kobe, San Francisco, Birmingham and Manchester.
His big move came in 1995, when the Lamba Group tied up with Hindustan Lever Limited, who
took over the marketing and distribution operations of Kwality Ice Cream – taking the Kwality
brand name across the globe.
 In 1999, Sunil Lamba displayed his exceptional relationship management skills by entering into
collaboration with Chopsticks for Chinese food, Colours n Spice for Indian cuisine and
Angeethi-The coal roast bar – making the Kwality Group into a truly multi-cuisine specialist
brand. Under Sunil Lamba’s leadership the Kwality Group today has expanded operation to
Kota, Jammu, Varanasi and Jaipur.

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 Sunil Lamba’s next big move for the family business came in 1994 and the company tied up
with Brooke Bond Lipton India Limited (BBLIL) and transferred the marketing and distribution
rights to the multi-national giant

DHRUV LAMBA
Executive Director
 He’s the next generation of leadership for the family business. Post a Bachelor’s Degree in
Business Administration from “Les Roche” Switzerland, Dhruv Lamba has taken on the task of
streamlining all company functions and re-organizing company cadres to implement best
business practices within the company.
 
Under his vision, The Kwality Group has ventured into new age dining concepts like Tonic, a
chic Lounge and Bar offering Continental cuisine tailor-made for the young generation. Another
foray was into Color n Spice - a specialty restaurant creating exclusive legendary Indian recipes
and Angeethi favorite eatery serving coal-fired cooked snacks. His dynamism and keen sense of
what the young generation looks for in fine dining experience brought the French café chain
Bread & More to India, which is now quite successful in India. A keen sense of what the young
people want from the F&B industry also led him to venture into Express food counters in various
malls and hospitals.

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Mr P. L. Lamba, chairman of the group, is the pioneer of the ice-cream industry in Northern
India under the brand name “KWALITY” in 1940. Today the KWALITY Brand, recently
transformed into “KWALITY WALLS” is synonymous with ice-cream, with over 50% share as
a brand leader.

The product has excellent acceptability by the Indian consumer due to constant high quality and
hygienic standards. Over the years, Mr. P. L. Lamba and associates have succeeded in
establishing many business enterprises in ice-cream, bakeries, restaurants,catering services and
hotels. In 1994 they entered into a collaboration with Brooke Bond Lipton India Limited
(BBLIL) which transfered the marketing and distribution rights of the ice-cream to the MNC.

New Products:-
 Alphonso King Mango
 Sitafal
 Tender Coconut
 Banana Monkey
 Black Currant

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 Blue Mango
 Fresh Chickoo
 Fraiche Coconut
 Green Guava
 Hawaiian Pineapple
 Orange Pineapple
 Phalsa
 Very Berry Strawberry
 Zesty Ginger
 Tropee Lychee

At KwalityTM Ice Cream we strives for commitment to excellence. We are determined to

deliver a wholesome, safe and superior "quality" product with the purest ingredients. The name
says it all.

KwalityTM Foods is co-founded by Dr. Kanti Parekh Ph.D. Food Scientist, a Food Technologist,
QA specialist and a Flavorist. With his combined expertise of 40 plus years, the co-founders has
ensured that a high quality, safe product is manufactured with reproducible consistency. The idea
behind the all natural ice cream is simple. KwalityTM Ice Cream is the quintessence of what a
super premium ethnic ice cream should be. It is conceived by people that know and understand
the necessity of a high caliber gourmet product. Just one taste will win you over.

16
KwalityTM Ice Cream is available in a variety of delicious flavors and packaged in convenient
sizes of cups, pints, half gallon, 1.5 G and 3 Gallon tubs. It is also available in parlors in Edison,
Franklin Park, Iselin, Long Island, Hicksville and restaurants as individual scoops.
We, at KwalityTM Ice Cream highly value good customer service. We are open for feedback and
are committed to suggestions and comments

 AMUL’S

Bombay: Summer of 1967. A Charni Road flat. Mrs. Sheela Mane, a 28-year-old housewife is
out in the balcony drying clothes. From her second floor flat she can see her neighbours on the
road. There are other people too. The crowd seems to be growing larger by the minute. Unable to
curb her curiosity Sheela Mane hurries down to see what all the commotion is about. She expects
the worst but can see no signs of an accident. It is her four-year-old who draws her attention to
the hoarding that has come up overnight. "It was the first Amul hoarding that was put up in
Mumbai," recalls Sheela Mane. "People loved it. I remember it was our favourite topic of
discussion for the next one week! Everywhere we went somehow or the other the campaign
always seemed to crop up in our conversation."

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Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from
strategically placed hoardings at many traffic lights. She is the Amul moppet everyone loves to
love (including prickly votaries of the Shiv Sena and BJP). How often have we stopped, looked,
chuckled at the Amul hoarding that casts her sometime as the coy, shy Madhuri, a bold sensuous
Urmila or simply as herself, dressed in her little polka dotted dress and a red and white bow,
holding out her favourite packet of butter.

For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much
so that the ads are now ready to enter the Guinness Book of World Records for being the longest
running campaign ever. The ultimate compliment to the butter came when a British company
launched a butter and called it Utterly Butterly, last year.

It all began in 1966 when Sylvester daCunha, then the managing director of the advertising
agency, ASP, clinched the account for Amul butter. The butter, which had been launched in
1945, had a staid, boring image, primarily because the earlier advertising agency which was in
charge of the account preferred to stick to routine, corporate ads.

In India, food was something one couldn't afford to fool around with. It had been taken too
seriously, for too long. Sylvester daCunha decided it was time for a change of image.

Gujarat Cooperative Milk Marketing Federation (GCMMF), one of India's greatest success
stories with its Amul brand, is now aiming at a 17-per cent growth in sales to Rs 3,200 crore this
fiscal against sales of Rs 2,746 crore in the previous year ended 31 March 2003.

The federation is expecting each of its products to contribute higher sales this year as new
products are being added to each product line.

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The big hope is not surprisingly the Amul brand of ice-creams, which is expected to contribute
Rs 250 crore to the turnover, up from Rs 150 crore last year. Says GCMMF managing director B
M Vyas: "Last year we saw a good growth in ice-cream, cheese, butter and ghee. We are
planning to launch new products in almost every line that we are in, with specific stress on ice-
creams."

For its ice-cream and milk business, GCMMF has begun investing in increasing its milk
capacity. It recently firmed up plans to invest Rs 100-120 crore to expand this from 1.1
million litres a day to 1.8 million litre a day at its Gandhinagar factory. The investment will take
place over the next two years.

The cooperative is also planning to expand its production facilities beyond Gujarat to service
other regions in India. GCMMF recently bought an ice-cream manufacturing unit in Nagpur and
is installing a dairy unit alongside. Through this unit, the organisation has also extended its milk
supply to over 10 cities spread over Rajasthan, Madhya Pradesh and Maharashtra.

19
Amul is now focusing on its supply system. Efforts are on to ensure greater availability of Amul
ice-cream at pushcarts and small outlets. The company feels that availability is the most
important factor in ice cream sales. Thus, Amul ice-cream can be found in 'just around the corner
shops,' local STD booths, local kirana shops, chemists and bakers, who stock the ice-cream in
deep freezers.

The idea is to ensure visibility and availability, which more often than not ensures a sale as ice-
cream consumed out of home is most often an impulsive purchase. For ensuring a presence in
southern India, the cooperative has tie-ups with various state marketing federations in that
region. For production of ice-creams it is considering expanding the agreements with other state-
cooperatives as well.

Amul expects to clock sales of 34 million litres during the current year and the accent will be on
offering 'value for money' products.

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The new ice-creams to be launched from Amul this year include a mega-bite almond cone (the
largest volume cone in the country), an orange ice-cream (Santra Mantra), a Bouncer ice-cream
with nuts and essential proteins, vitamins and minerals for the growing children, a cheese ice-
cream and a sundae in cone for kids in different variants.

Both Amul and Hindustan Lever's (HLL) Kwality Walls claim to be the largest selling ice-cream
brands in India. While HLL quotes a market research study by AC Nielson, which puts Kwality
Walls at the No 1 spot, an independent study by Ahmedabad-based Consumer Education and
Research Society (CERS) ranks Amul as No 1, followed by Kwality Walls (among four brands
including Vadilal and four loose samples) on various parameters of taste, melting quality,
weight, fat and sugar content

Composition:

Milk Fat 13.5% to 14.5%

 Total Solids 40% to 41%
 Sugar 15% Approx.
 Acidity 0.17% to 0.19%
 Protein 3.9% to 4.1%
 Food Energy Value:
 Calories per 100 ml -196.7 kcal
Flavor’s:

21
Vanila, Strawberry, Pineapple, Orange, Rose, Mango, Chocolate, Honey-Dew-Melon, Tutti
Frutti, Litchi, Kesar Pista, Kaju Draksh, Butterscotch, Chocochips, Rajbhog and Cashew Break.

Packaging:

50 ml cup, 100 ml cup, 500 ml pack,1 litre pack, 4 litre pack, Chocobar, Ice candies, Cones and
Kulfies.

 VADILAL’S

History

Today, the name Vadilal conjures images of lip-smacking ice cream in a whole gamut of
flavor’s. Vadilal spells quality, availability, variety and state-of-the-art machinery and
equipment. It has, however, been a long journey for the group, which traces its origins way back
to 1907, when a certain unassuming gentleman, by the name of Vadilal Gandhi, the great-grand
father of Virendra R Gandhi, Rajesh R Gandhi and Devanshu L Gandhi, started a soda fountain.
He passed on the business to his son, Ranchod Lal, who ran a one-man show, and, with a hand
cranked machine, started a small retail outlet in 1926. Eventually, Ranchod Lal's sons,
Ramchandra and Lakshman, inherited the business and they were instrumental in giving a new
direction to the company. The duo imparted a new vision to the venture and infused a spirit of

22
calculated risk-taking into the company.  As a result, by the 1970s, the Vadilal Company had
already evolved into a modern corporate entity.

“To become an Indian MNC in frozen foods”.

“To provide products and services at an affordable price without compromising the quality,” says
Shri Ramchandrabhai Gandhi
Every person employed in Food Handling Area is Medically Examined by an Authorized
Medical Practitioner at least once in a year to ensure that he / she is medically fit and free from
any communicable disease.

All employees should inform the Management immediately in the event of their suffering from
Fever, Vomiting, Diarrhea, Typhoid, Boils, Cuts, Ulcers, etc.

No Worker suspected of suffering from any communicable disease is permitted to work inside
Food   Handling Areas.

No worker shall allow his /her naked hands or any part of his/her body or clothing to come in
contact with the product and any food ingredient.

Quality And Food Safety Objectives

SL.No. Objectives Responsible Responsible

Function Level
 To achieve continual improvement in Dispatch I/c Dispatch
customer satisfaction by 5% during the year
 To train all employee in food hygiene during HRD I/c HRD
the year.
 To reduce the packing material losses by 5% Production I/C Production
during the year
 To ensure no product recall during the year Food Safety Team Leader
with respect to the food hazards. Team
 To save 5% water per unit of production Engineering I/C Engineering
during the year.

23
 
To save energy by 5% during the year Engineering I/C Engineering

Quality And Food Safety Policy

 We at vadilal industries limited firmly believe in providing quality and safe food
products.

 We shall achieve these goals by continual improvements and updating process, system &
skills of our employees.

 We aim to be the leader in the ice cream industry by recognizing and adopting the
changing needs of our customers and win their confidence.

 We shall adhere the statutory and regulatory requirements.

 We shall establish effective internal & external communication. 

 We shall adopt quality and food safety standards ISO 9001:2000, ISO 22000:2005 &
BRC global food standard.

Vadilal Industries Limited, India's largest ice cream maker has broken its own record of creating
India's Ice cream sundae on one single day. More than 50,000 people have enjoyed this fun filled
event, which took place in Ahmedabad at Fun Republic - an entertainment complex promoted by
Zee group, majority of them were children

24
Vadilal group with a turnover of more than Rs. 1500 million per annum has a diverse portfolio
of businesses ranging from ice cream, processed foods, chemicals, specialty gases, construction,
and real estate to forex advisory services. Vadilal - a name familiar in every Indian household for
decades, has become synonymous to ice cream. Started by late Shri Vadilal Gandhi as a one-man
show such with a hand-cranked ice cream maker in a small retail outlet in Ahmedabad, has today
grown to more than 15000 outlets across the country.

Vadilal ice cream division has always been a hot favorite with the people both inside and outside
the organization. In India, the name Vadilal is synonymous with Ice Cream.

Vadilal has two ultra modern ice-cream manufacturing plants - one at village Pundhra, Gujarat
and another at Bareilly, U.P. Both plants are ISO: 9001:2000 and HACCP Certified.
Certification of Bareilly plant is done by BIS and Pundhra plant is done by BVQI under the

BVQI is a wholly owned subsidiary of Bureau Veritas, a France-based multinational

organization. Our Pundhra plant has recently received the accreditation from Export Inspection
Council of India, Ministry of Commerce and Industry, Government of India certification for
exports that in itself is a bench mark for hygiene and quality. We, at Vadilal take utmost care for
ice cream, so that it reaches the consumer in the most hygienic and wholesome way. We have the
latest manufacturing equipments including automated cone-filling, candy-making, cup
manufacturing and filling machines, hardening tunnels, computerized continuous freezers, and
machines to produce biscuit-cones.

25
Since our products are highly perishable, quick transport and proper storage are of paramount
importance. Hence our refrigeration equipment and deep freezes are imported from companies,
which are world leaders in their respective fields. To ensure sufficient, timely and constant ice
cream supply, we have a Cold Chain Network comprising three manufacturing plants [totaling a
production capacity of 1.25 lakh litre per day], about 23 C&FA, more than 500 Distributors
and over 40,000 Retailers.

We have integrated backward by making biscuit-cones and paper cups; and forward,

by fabricating deep freezers and refrigerated vehicles. These help us to serve our distributors,
some of whom are situated over a thousand miles away. In days to come, we plan to further

 MOTHER DAIRY

26
Mother Dairy – Delhi was set up in 1974 under the Operation Flood Programme. It is now a
wholly owned company of the National Dairy Development Board (NDDB)

Mother Dairy markets & sells dairy products under the Mother Dairy brand (like Liquid Milk,
Dahi, Ice creams, Cheese and Butter), Dhara range of edible oils and the Safal range of fresh
fruits & vegetables, frozen vegetables and fruit juices at a national level through its sales and
distribution networks for marketing food items.

Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives.
Similarly, Mother Dairy sources fruits and vegetables from farmers / growers associations.
Mother Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/
pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. It is
Mother Dairy’s constant endeavor to

(a)  Ensure that milk producers and farmers regularly and continually receive market prices by
offering quality milk, milk products and other food products to consumers at competitive prices
and;

(b)  Uphold institutional structures that empower milk producers and farmers through processes
that are equitable.

The company markets an array of fresh and frozen fruit and vegetable products under the brand
name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20,000
retail outlets in various parts of the country. Fresh produce from the producers is handled at the
Company’s modern distribution facility in Delhi with an annual capacity of 200,000 MT. An IQF

27
facility with capacity of around 75 MT per day is also operational in Delhi. A state-of-the-art
fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percent EOU, setup in
1996 at Mumbai supplies quality products in the international market

Mother Dairy has over the last 3 decades, harnessed the power of farmer cooperatives to deliver
a range of delicious products and bring a smile on your face. In times to come, Mother Dairy
shall strive to remain one of India’s finest food companies.

Real milk. Abundant toppings. And an utterly delectable taste. That's the secret of Mother Dairy's
fascinating range of rich and creamy ice creams - a lip-smacking array of ice candies, milk
lollies, bars, cones, real fruit ice creams, Sundaes, low fat desserts and take-home packs.

Mother Dairy ice creams are now being enjoyed across the markets of Delhi/ NCR, Mumbai,
Kolkata, Punjab, Rajasthan, UP & Uttaranchal.

28
CHAPTER- 2
REVIEW
OF
LITERATURE

2
INTRODUCTION

Operators in this industry make ice cream, frozen yogurt, sherbet, frozen tofu and other frozen
desserts, except frozen bakery foods, which are included in the FMCG. Globally, ice cream is
the most popular dessert. Since the industry is marginally capital intensive, it is very competitive.
In 2014, China took over the United States as the largest ice cream market globally. In 2015,
United states, New Zealand, Australia, Denmark and Belgium dominated the global ice cream
market in terms of consumption. On the basis of product, the global ice cream market can be
segmented into impulse ice cream, take-home ice cream and artisanal ice cream.

Indian ice cream industry is one of the fastest growing segments of the dairy or food processing
industry. India has a low per capita ice cream consumption of ice cream at 400 ml as compared
with per capita consumption of ice cream of 22,000 ml in the United States and 3,000 ml in
China. With the improving cold chain infrastructure in the country coupled with increasing
disposable income and the changing lifestyle, the sector has great potential for growth.

The ice cream industry in India generated revenue of more than USD 1.5 billion in 2016 and is
projected to generate revenue of approximately USD 3.4 billion by 2021. Lately, frozen desserts
which are made out of vegetable oils have been eating into the market share of ice cream. Key
players offering frozen desserts in India are Kwality Walls, Vadilal, and Cream Bell.

REVIEW OF LITERATURE

Spring days merge quickly into hot summer afternoons that require a variety of methods to stay
cool. One of my family’s favorite treats is the pleasure of cold, smooth, delicious ice cream eaten
on a shady porch on a sultry summer day. Ice cream has it origins in recipes that combined mild
products, ice, sometimes a starch, and often a variety of fruits or flavorings. Take a look at the
review of Gail Gibbon’s book, Ice Cream: The Full Scoop, in the listings below for some of the
background history of ice cream.This feature celebrates May 30th as the 160th anniversary of the
patent of the hand-cranked ice cream freezer. Prior to that time, making ice cream was a much
more laborious undertaking than many people were willing to face; it required balancing one

29
bowl inside of another larger bowl (to hold the ice) and a long time of hand beating that did not
result in a very firm product.

In 1846, a woman named Nancy Johnson devised a canister that fitted inside a larger wooden
cask and could be "cranked” to churn the ingredients inside the canister while at the same time
rotating the canister nestled in its layer of ice and salt (contained by the outer cask).
Unfortunately, Ms Johnson did not procure a patent on her invention and it was a Mr. Young
who patented the "Johnson Patent Ice Cream Freezer” in 1848.

Today’s ice cream freezers still look and operate much like the original one, but may be made
with more sophisticated materials like stainless steel and plastics. One can also buy electric ones
to save having to "crank” by hand.

Needless to say, a huge variety of ice cream is available commercially, but there is something to
be said for enjoying the efforts of one’s own labor—especially when it is cold, creamy ice cream.
Read about and enjoy ice cream all summer or anytime of the year.

Paul Fleisher (2001)

  "I scream. You scream. We all scream for ice cream!" Even if you are not a fan of this ever so
popular dessert, you will find this nonfiction book about it absolutely delicious! This is the story
of ice cream, from its origination in the 1500s to its current place in industry. Readers will learn,
step-by-step, the process of making ice cream as well as the multi-faceted aspects of its
distribution. The color photographs on every page depict the step-by-step process, making the
reader feel as though he or she has experienced a field trip to the ice cream factory without ever
leaving home. This is an excellent book for all ages. It is a natural reference when discussing
American industry, process writing or nonfiction text. This book will even leave you screaming
for more.

Elisha Cooper (2002)

   Ever wonder how ice cream gets from "moo to you?" Elisha Cooper did. So he went and found
out, and this book is the result. Readers will be amazed as to the extensive process milk goes

30
through to become the delectable treat we all know and love as ice cream. I certainly
underestimated the process. From the farm where the cow lives, to the farmer that expresses her
milk, to the long road the milk then travels from the milk co-op to the ice creamery, it is quite a
process. Not only is the milk made into ice cream, it is also, as you would assume, made into
table milk, cream and condensed milk. It then gets loaded into the appropriate truck. All three
types of milk go into the making of ice cream. Once the milk makes it to the ice creamery, other
trucks arrive loaded with toppings, containers, and other ingredients needed to pull it all together.
Once the pre-printed cartons are rolled and folded, and after the ice cream is processed through
the ice cream machine, these two shall meet. But not before the computer program tells the
machine to dump in the various milks, creams, sugars, vanilla or chocolate. Then the whole
concoction is frozen into ice cream before it gets dumped into the hopper where all the goodies
are added--chocolate chunks, marshmallows, you name it. This is where ice cream and container
finally join and are shipped out to grocery stores for ice cream lovers everywhere to enjoy.

James Jones (23 December 2002)

Who isn't familiar with the classic 1953 film, From Here to Eternity and Burt Lancaster and
Deborah Kerr's steamy adulterous sex-on-the-beach scene? Well ... as much sex as one could
show in the movies back then. Jones's 1951 smoldery and rawly explicit novel about military
lives and loves on the eve of Pearl Harbor had to be carefully sanitized by Hollywood's
vigilantes of virtue before it could make it to the screen. All the same, the gritty, tell-it-like-it-is
quality of Jones's book managed to come across, if only by implication, to a post-World War II
American public.

Elaine Greenstein (2003)

   In April 1904, the World's Fair was held in St. Louis, Missouri. With over fifty ice cream
vendors present and plenty of waffle makers, the two were bound to come together. The question
is, who did it first? Elaine Greenstein walks through the possible beginnings of the ice cream
cone, playfully combining historical fact with a bit of whimsical speculation on her part.
Greenstein's lighthearted illustrations, full of milky, pastel colors, work well in downplaying the
tension between the different inventors' claims. In the end, she reveals the true inventor of the ice

31
cream cone (he even has a patent), making this book a very appetizing history lesson for children
and adults alike.

Kevin Henkes (2003)

   A new book by Kevin Henkes is always a treat and Wemberly's Ice Cream Star does not
disappoint. In this board book spin-off featuring popular Henkes characters like Sheila Rae and
Owen, it is Wemberly's turn to step into the limelight. One hot day Wemberly is given an ice
cream star. Ever the worrier, she is afraid it will drip on her dress. Then she realizes her stuffed
rabbit Petal doesn't have any. She waits patiently for the ice cream to melt into two bowls. They
both eat ice cream soup: "And neither of them spilled a drop." In a postscript, Wemberly
generously offers to "help" Petal finish hers. Non-pareil striped end-papers and sherbet pastels
contribute to the confectionery theme. The story is short and sweet, but never saccharine. The
text is printed on rainbow backgrounds while the illustrations are grounded on white. Henkes'
has the rare ability to tap into the simple, pure essence of childhood. His saucer-eared mice deal
with problems toddlers can relate to. His solutions are believable. Children ages one to three will
eat up this book like dessert.

  Wemberly, the heroine of Wemberly Worried, continues to worry in this brief board book.
Given the ice-cream star on a stick, she worries that it will drip on her new dress. She is also
concerned that there is none for her stuffed bunny Petal. So she takes two bowls, two spoons, and
two napkins, and waits patiently through several double pages, until they both can enjoy ice
cream soup without spilling a drop. Henkes creates a sketchy little anthropomorphic girl/mouse
who can involve our emotions with just a gesture. With a minimum of detail and background, he
tells the visual story completely.

Douglas Goff (2005)

   A "First Facts" book in the "From Farm to Table" series, this book appeals to a wide reading
audience with fresh information, clear harvest and production processes explanations, and well
chosen photographs. From cow to cone, the process of making ice cream is explained beginning
with a mechanical milker on a large dairy farm. Text details the making of the mix, heating to
kill bacteria, the addition of flavors and other items, although a very unappetizing picture of

32
some shiny dark gunk at a Ben & Jerry's is not identified which would have been appropriate.
Oreos, perhaps? Blackberries? Or is someone cleaning out the machines? A complicated
machine is shown molding ice ream and adding some sort of topping but the text only mentions
the molds. The text ends with a picture of ice cream in a grocery store but only two local brands
are shown; a fact that George Washington spent nearly $200 on ice cream one summer; and a
recipe for making ice cream in a bag without having to use a crank freezer is included. There is
also a glossary, index, and a hosted website. Supplement this with Elaine Greenstein's Ice Cream
Cones for Sale (HarperCollins, 2003), a great companion as it details the invention of the ice
cream cone in 1904 that this text began with.

Tibor Gergely 2005

   Originally published in 1964, this charming picture book tells the story of the Good Humor
man as he makes his daily rounds selling ice cream. Children and parents run out to the street
when they see the Good Humor man’s white truck driving into the neighborhood. All the
neighborhood, including the dogs, line up to see what treats the Good Humor man has for them
that day, and then he drives back to the peppermint gates of Fun Valley where ice cream is made
and all the little white trucks live. There is not much in terms of plot in this picture book, but the
Good Humor Man does manage to help Johnny Slow-Poke reunite with his lost puppy and help
lonely Dick Griggs find a friend to play with. The illustrations will charm young readers and
older readers alike with their gentle depictions of a suburban neighborhood in the early 60s--
fathers dressed in sweater vest and pipe or mowing their lawn with their push mower, mothers
wrapped in aprons and handkerchiefs around their hair.

W. Hammer (2005)

   Studies indicate that all subjects can be taught at any level, in a developmentally appropriate
way. The physics concepts explored in the series "Our Physical World" are a good example. As
young children in the early elementary years are broadening their world, these concepts are
linked to familiar aspects of home and school. In Temperature, the basic characteristics of
temperature are explored with vivid color photographs: a child eating an ice cream cone; a

33
camper stirring hot soup; the hand of a lunch lady holding a thermometer in a tray of food. Fun
Facts boxes add interest to the layout, while a final "Amazing but True" page is just the kind of
information children love. A hands-on experiment in freezing is set out very scientifically, but
ends up with a juice pop for enjoyment.

 Liza Woodruff (2006)

   A local reporter, Lindy Blues, with her own Network for News will definitely bring in today’s
middle reader. With the use of today’s technology--such as instant messaging, e-mail, video
cameras, and computers--the writer manages to keep current yet stay true to the reader’s age
range. The soft cover, small size, and large text keep the book accessible and will invite the
young reader. Black-and-white pencil illustrations are simple and fun. Lindy and her friend (and
cameraman) Joshua set out to cover the most exciting story of their lives, the missing ice cream
shop. With many twists and turns, Lindy and her family and friends all contribute clues, which
eventually lead to the final cracking of the case of the Missing Scoop shop! This book is a fun
and enjoyable mystery for young readers.

Cece Bell (2006)

   Some things just naturally go together and the focus here is foods--peanut butter and jelly,
cookies and milk, mashed potatoes and gravy. The book opens with cake hosting a party and all
of his favorite friends. The last one to arrive is ice cream, and then the party is complete. It is an
interesting idea and offers an opportunity for parents and caregivers to play a game asking and
presenting more of these food friends.

Lisa Bullar (2006)

   To interest youngsters needing encouragement in their reading skills, each book in the "A+, Eat
Your Colors” series combines bright photographs of appealing children and colorful food with
short, snappy text. The chapters are brief and the vocabulary controlled. Each book contains a
note to parents, teachers, and librarians, as well as a glossary, sources for further information,
and an easy recipe so kids can enjoy a little kitchen fun. White foods? Kids may have to think
about that for a few minutes to get beyond the obvious such as mashed potatoes, milk, and

34
vanilla ice cream. Other white foods are egg whites, cauliflower, mushrooms, onions, garlic, and
of course marshmallows. The recipe for a "South Pole Sundae” calls for white topping on vanilla
ice cream with a red cherry taking the place of a red flag planted upon a pile of snow. The book’s
format will work well to interest kids, thereby encouraging them to think about colors and their
own favorite foods.

From Here to Eternity was the first in a series of novels that Jones, a former soldier who had
witnessed the Japanese attack on Pearl Harbor and fought in Guadalcanal, wrote about the war
and its quietly devastating aftermath on the collective psyche of the nation. In the tradition of
Stephen Crane, whose Red Badge of Courage he much admired, Jones painted a grimly detailed
and brutally honest portrait of war's horrific realities that stood in stark contrast to much of the
era's popular media.

In Jones's books, you won't get the warm fuzzies of the feel-good B-movies that were cranked
out by Hollywood to keep the home fires burning while "the boys" marched off to Iwo Jima and
Normandy. Nor will you find the bloodless battles and propagandistic patriotism that
characterized the subsequent batch of films depicting the war years with steel-jawed, stiff-upper-
lipped, stand-tall, straight-arrow heroes played by John Wayne, Jimmy Stewart and Robert
Mitchum.

The rubber hits the road in Jones's novels, and Hollywood -- and polite American society -- be
damned

His books are very long and extremely graphic. "War is hell" is no casual cliché here. Blood and
guts are all over the place. The armed services don't make men out of boys; they systematically
de-humanize them and turn individuals into an anonymous -- and expendable -- whole. Jones'
soldiers aren't sitting around pining for the girls-next-door they left behind and waiting for letters
from back home in small town U.S.A; they're getting venereal diseases and learning interesting
sexual techniques in the vilest brothels. The fighting men aren't exactly candidates for the Purple
Heart either; they're angry, scared, sneaky, cruel, corrupt, discontent, dishonest, disgusted,
depressed, demoralized, violent, drunk, and just plain fed up. If war is hell, a good part of it
occurs not on the battlefield, but in the barracks, where brutality at the hands of sadistic

35
commanders, hostility between different ethnicities and social classes, animosity between
officers and the rank-and-file, unchecked corruption at every level and un-redressable injustices
are daily occurrences.

And the picture doesn't get any brighter when the war is over. Johnny comes marching home
again, permanently disillusioned and damaged in every way -- physically, psychologically,
emotionally, spiritually. The dehumanizing process that equipped him to be an efficient cog in
the military's relentless wheel, combined with the atrocities of the battlefront, has also effectively
rendered him a societal misfit who is only minimally able to make the adjustment back to
"normal" life. When the tearful reunions and ticker tape parades and celebrations and welcome-
home festivities are over, a grim reality remains.

The soldiers call it "combat fatigue"; today, we recognize it as Post-Trauma Stress Disorder.
Though it affects soldiers in every war, it is one of those things that people of earlier generations
don't want to talk much about. This reviewer can remember being warned as a small child to be
careful of the man next door because "he hasn't been 'right' since he returned from the war", and
hearing her WW I grandmother and WW II mother remarking how many veterans of both eras
had come home in what my kinswomen colorfully called a "permanent state of strange." Jones
was one of the first writers to address this subject openly in his books.

So, this all sounds like pretty ho-hum stuff for a post-Vietnam world raised with the harrowing
images of 'entertainment' such as Apocalypse Now, Platoon and The Deer Hunter, huh?

To understand Jones's contribution to literature, it's necessary to keep in mind that his audience
were the adults of what we remember as the Leave It to Beaver and Father Knows Best era of the
50s. People who had survived the Great Depression and a second global war and come out of it
all still clinging to a naïve optimism and the desperate desire to create the better days they'd
always felt were right around the corner. They took their platitudes and patriotism seriously, and
had bought the American dream hook, line and sinker. They really wanted their lives to have the
look and feel of It's A Wonderful Life, that great unabashedly sentimental paean of praise
glorifying of Everyman's daily existence.

36
And if there were little (or large) unpleasantnesses along the way -- alcoholism, drug addiction,
depression, mental illness, 'combat fatigue', spousal and child abuse, adultery, incest,
homosexuality -- it was a private matter, to be kept out of the spotlight, swept under the carpet,
dealt with (or not dealt with) within the confines of the family. This was an era as far removed
from the mentality of Maury Povich, Montel, Howard Stern and the local mental health society
as one can possibly get.

Call it denial if you wish, but in America of the '40s and '50s, it was called respectability.

Jones was the consummate bubble-burster, the despoiler of our good self-image as individuals
and as a society. He portrayed the dark side of the American dream with more realism than we as
a country were probably prepared to take. Though often categorized a "war novelist," he was,
more significantly, a cynical chronicler of American mores, and its societal and sexual 'double
standards.' Following in the footsteps of Theodore Dreiser, Sherwood Anderson and Sinclair
Lewis, and drawing heavily on his own experiences, his novels and short stories were a relentless
expose of the seamy underbelly of small town U.S.A. He opened the door and let all our
skeletons out of the closet, and we just couldn't manage to stuff them back in there again.

The book he wanted to be remembered for, Some Came Running, presented civilian life in the
heartland of America as every bit as dangerous and treacherous as the battlefront. It was
universally panned by critics, as well as largely ignored by the very audience that had made
From Here to Eternity a best-seller. It would seem that we could admit that war brought out the
worst in human nature, creating as many or more villains and victims than real heroes. But we
weren't exactly comfortable having the mask of respectability and gentility ripped off the face of
Our Town to expose the underlying hypocrisy, greed, deception, snobbery -- and all that, umm,
red-hot you-know-what.

This was pre-sexual revolution America, still under the residual influences of the pre-Freudian
Victorian era, which had no real understanding of female libido and was extremely reticent about
discussing male sexuality. The two-part Kinsey Report, released in 1948 and 1953 and
purporting to chronicle our real sexual mores, informed us that 50% of married men admitted to
extramarital affairs, 69% of white males had at least one experience with a prostitute, and 46% of

37
men surveyed had engaged at some time in homosexual activity. The highly publicized and
controversial study raised a few sophisticated eyebrows in more cosmopolitan circles, but it
shocked and angered conservative Main Street U.S.A. who protested that this was certainly not
us.

Or was it? Jones, raised in a small Midwestern town that provided much of the grist for his
ruthlessly honest creative mill, emerged as a major writer at the same time the Kinsey Report
was rocking American homes and making sex an everyday topic at the dinner table.

Jones's themes revolving around our cultural sexual repression and the sexual maladjustment of
American male run like a throbbing vein throughout his novels and short stories. It made his
books challenging to turn into movies that wouldn't end up mostly on the cutting room floor,
courtesy of the industry's moral watchdogs. However, contrary to pulp fiction wisdom, explicit
sexual content did not necessarily guarantee a place on the bestseller list for Jones. His novel, Go
to the Widow-Maker, another study of men's relationships, joined Some Came Running in literary
oblivion. Nonetheless, the 'prurient interest' component of his books did become what the
reading public seemed to remember him for. Interestingly, Jones gifted his children with
autographed editions of all his books, but made sure they didn't take a peek into their pages. His
daughter, Kaylie Jones, recalls: "His novels were big and fat and frightening. My bound editions
went up on a shelf next to my brother's, for when we 'grew up.'"

In The Ice Cream Headache, Jones's only collection of short stories, originally published in 1968
and re-released this November, the author's major themes involving the horrors of war, loss of
innocence, and sexual obsession have been consolidated into easy-to-manage and highly
palatable doeses, especially suitable for yet another generation facing the reality of war with a
capital "W" and coping with continuous social changes.

The stories cover over 20 years of his writing career and include some never before published. In
his 1965 introduction to the original book, Jones discussed the repressive sexual climate that
muzzled creativity and artistic freedom, and turned writers -- traditionally the explorers of truth,
willing to boldly go where no man has gone before -- into dishonest hypocrites, writing only
with an eye for getting published:

38
One simply can't write anything outspoken about sexuality and get it published in any magazine
printing today. This automatically rules out a whole raft of subjects. If sexuality and an interest
in it is one of your main themes, as it is with me, this takes away from what you can write a very
large chunk of what you'd like to write. You find yourself precensoring from your material much
of what you'd like to write according what you know can get printed, or else you just lay the idea
away and never do it at all. I can do better with novels.

It is interesting to note that Jones was speaking of an era famous for its rise of then-controversial
'men's magazines,' such as Esquire and Playboy, touted for publishing 'daring' and 'risqué'
stories. It would appear, however, that the sexual openness Hugh Hefner advocated extended
only to personal lives and his private clubs, not to short fiction in his notorious magazine.

The stories in The Ice Cream Headache reveal Jones as the gifted storyteller and keen observer
of human nature that he really was, proving (in the words of one critic) that "he could write well-
crafted stories, that he could write convincingly about something besides war, and that his work
did not rely on four-letter words and graphic descriptions of sex for its impact and appeal."
Drawing heavily upon his own life and experiences, Jones probes into the dark corners of
childhood, relationships between men and women, friendships among men, war memories, and
the difficulty of 'finding oneself' in the post-WW II world. All of the thirteen stories are
interesting and well-written. Several are remarkable and memorable.

And a couple of them are absolutely brilliant, among the best short fiction this reviewer has ever
read, as well as being the essence of Jones's vision of the human condition.

In Secondhand Man, an alcoholic Army veteran with respiratory problems and his much put-
upon wife go for a rest cure in the Smokies. Unexpectedly, on their extended rural stay, it is the
man's rocky marriage, rather than his lungs, that begins to heal. His infirmity brings out a
tenderness that has been absent in his spouse for years. The long hours of togetherness in a
remote mountain cabin renews his interest in his wife. On a walk in the woods, they find a piece
of land and consider building a house there. They spend weeks discussing the plans for the
proposed structure and envisioning a new, happy life there.

39
In the space of a couple hours, however, the dream of domestic bliss is irreparably shattered, as a
minor event causes both husband and wife to revert permanently back to their old, bitter ways.
The man is headed for a whopper of a bender and a ruined life -- and the wife is headed (in all
probability) for divorce and a dicey liberation.

The story is astounding in its ability to portray both characters -- not necessarily sympathetic
ones -- in a manner that evokes powerful empathy. There are no villains here, only victims -- and
in them, whether we like it or not, we see ourselves: our illusions, aspirations, ambitions,
disappointments, foolishness, and secret fears. Without sentimentality or a trace of melodrama,
Jones involves the reader so personally with the unfolding scenario that the climax of the story is
as devastating as if it happened in our own lives.

Additionally, the story contains a passage that illustrates the power of Jones's writing as he
magnificently describes, in the simplest language, what can only be called the 'angst of midlife':

The second story that deserves to be remembered as one of Jones's masterpieces is None Sing So
Wildly. All of Jones's major themes are at work here full force. Fill in the blanks applicable for
today and for your particular situation -- this deftly handled piece of social realism examines the
invisible, unspoken territory that separates us from them, whoever 'us' and 'them' may be. Again
set by Jones in an isolated rural environment, a tidy metaphor for the isolation that characterizes
modern society, we watch an ostensibly sophisticated engaged couple struggle to come together
and inevitably fall apart in a world where loyalties and allegiances, desire and destiny,
expectations and actualities clash -- and ultimately come to nothing. The characters depart, full
of new plans that will be no more successful than their previous ones because the only change
has been in the circumstances, not in the perceptions of the protagonists.

In the '50s and '60s, the reaction in the literary world to Jones's works varied widely from critic
to critic and from book to book. While From Here to Eternity was universally well received, the
rest did not fair so well. The Merry Month of May was praised as "graceful, witty, with tender
insights" and likened to Hemingway's works by one reviewer, but another said, "Jones writes so
badly that his offenses constitute as great a crime against nature as against literature. A book
written this badly shouldn't be called a book. It should be called a reading instrument, or a money

40
maker, or a thing." The book now considered by some to be his magnum opus, Some Came
Running, was denounced as "a distasteful and unrelievedly boring orgy in the manure pile,"
though retrospectively it has been hailed as a "towering work of native social realism that
American writers once dreamed of writing." There is currently a resurgence of interest in James
Jones, and contemporary critics are in the process of re-evaluating his contribution to 20th
century literature.

James Jones was the social conscience of America during an unprecedented period of transition.
His works are a time capsule of an era that ushered in what we know today as our modern world.
His was not just the voice of an observer chronicling the events of a particular war and the mores
of his own society, but also the voice of a prophet, the harbinger of things to come. His
characters were the children of W.H. Auden's Age of Anxiety -- quietly angst-ridden people who
came of age during the ever-darkening years of the 20s and 30s with its rise of dictators and fall
of economies -- and who determinedly struggled to keep on having a semblance of a 'normal' life
during the national upheaval of war and the personal uneasiness of peacetime.

And we are their heirs, the scions of a global and personal anxiety that only increases
exponentially with every passing day and each unsettling headline. It is little wonder that his
books have the power to give us an eerie sense of déjà vu.

The works of James Jones should be required reading in time of impending war. After all the
rhetoric and political posturing, the canned and stale speeches designed to tug at heartstrings and
mold minds, the flag-waving and tearful send-offs and God-is-on-our-side fervor, there is what
the author called, in From Here to Eternity, "the song (that is) Reality." Jones is a grim -- but
necessary -- accountant, walking the battlefields and counting the bones, and reminding us once
more that the paths of glory lead not just to the grave, but also to the graveyard of civilizations.

WALKER DUTY (2010)

Every year when it's smothering hot outside, our bodies seem programmed to crave ice cream.
This summer, I was inspired by a recipe in Cook's Country magazine to make the frozen dessert
without an ice cream maker.

41
Rusty Costanza, The Times-PicayuneSweet potato pie, praline and bananas Foster ice creams

I've been on a tear, creating New Orleans-style flavors. Several quarts of dairy products and
many sticky countertops later, I had recipes that made me quite popular with the taste testers in
the office. From their reactions, I think your dinner party guests will be equally delighted.

That fat little tub no longer takes up space in my freezer or makes that endless grinding noise. No
rock salt or bags of ice are required. And there's no kicking or shaking a ball or can full of rock
salt, ice and cream. Let's leave that activity to kids at summer camp.

The secret ingredient is sweetened condensed milk, which keeps the texture of the ice cream
silky as it freezes, so you don't have to open the freezer every 30 minutes to beat the ice crystals
into submission as in recipes from the past. Whipped cream lightens the bases, as in the Italian
semifreddo. The electric mixer and food processor saw a lot of duty.

The makers of Eagle Brand Sweetened Condensed Milk developed and sent out their own
versions of the Cook's Country recipe; these call for a whole can of their product and two cups of
cream, whipped with flavoring until the mixture mounds. Then you freeze it. One of their sample
recipes was for a coffee flavor.
Bingo. This was easy to turn into my first New Orleans version, flavored with chicory coffee
concentrate.
The problem with this simplest of recipes: The sweetened condensed milk and cream
Rusty Costanza, The Times-PicayuneIngredients and equipment for ice cream may already be in
your frigerator and pantry and on your countertop.

are so rich and heavy that intrinsically sugary flavorings put the sweetness factor off the charts.
For sweeter recipes with bananas and brown sugar, I used the Cook's Country formula of a half-
cup sweetened condensed milk and less cream. A little lemon juice helps balance an ice cream
made with fig preserves.

Are these recipes for the dieter? Not hardly. It's genuine ice cream, folks. But you can use the
nonfat version of sweetened condensed milk with no noticeable difference. My frozen yogurt

42
experiments with mixtures of frozen fruit puree, a little bit of sweetener and/or lighter dairy
products are reminiscent of thick smoothies and best when served right away.

Calaresu , Melissa (August 2013)

Two barefoot children reach out to lick the spoon of the ice-cream seller. He carries a pouch
around his waist that hints at the profits that are to be made from his trade. Two wooden
containers rest on the ground beside him, one of which has a canister inside it and a strap outside
to carry it, while the other holds a tray of cups to serve the ice cream (see Plate  Behind this
scene is the Angevin castle in Naples and a crowd gathered around a puppet stall. Pietro Fabris
made this engraving as part of a collection depicting the costumes and customs of Neapolitans
which was published in 1773 and dedicated to the British emissary to Naples, William Hamilton.
Three years later, Fabris would provide elaborate hand-coloured illustrations for Hamilton’s
scientific study of the eruptions of Vesuvius.

Rosenberg, Zach (August 2018)

Reinburg, determined to raise morale on a humid tropical island with no fresh food and no
refrigeration, had a plan. His maintenance crew cut the ends off an old belly-mounted drop tank,
strung wire at both ends, and mounted an access panel to the side. Into this panel, secured by the
wires, went a waterproof can that ordinarily stored .50-caliber bullets. And into that, the mess
sergeant poured a mixture of canned milk and cocoa powder. Reinburg planned to ascend to high
altitudes, where temperatures are well below freezing, and return with a gift for his men: Five
gallons of homemade chocolate ice cream. Reinburg’s Marines were not the only ice cream-
makers of the war. B-17 crews in Europe brought ice cream mixtures along on operational
bombing raids, according to a 1943 New York  Times article, and at least one unit used its P-47s
to create a real delicacy, vanilla ice cream mixed with canned fruit.

43
 CHAPTER-3
RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY

RESEARCH
Research refers to the search for knowledge, it be defines as scientific and systematic search for
information on the specific topic. It is carefully investigation or inquiry especially through search
for new facts of any branch of knowledge. Research plays an important role in the project work.
The results of the project are completely based upon the research of the facts and figures
collected through the survey. That is why it is also called a movement from known to unknown.
Research is the original contribution to the existing stock of knowledge.
Types of research:-
a.i) Descriptive:- Descriptive research includes surveys and fact-findings enquiries of
different kind. The major purpose of descriptive research is description of the state of
affairs as it exists at present. The main characteristic of this method is that the researcher
has no control over the variables; he can only report what has happened or what is
happening.

a.ii) Empirical: - Empirical research relies on experience or observation alone, often without
due regard for system and theory. It is data-based research, coming up with conclusions
which are capable of being verified by observation or experiment.
In this present study descriptive type of research is used.

Research Design:-
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure. In
fact, the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data.
Different types of Research Design are as follows:-
1. Research design in case of exploratory research studies.

2. Research design in case of descriptive studies.

3. Research design in case of diagnostic research design.

45
 4. Research design in case of hypothesis-testing research design.

 RESEARCH PROBLEM

Research work is management parlance is extremely important for a given close view of the
relatives of the real life business issues. For any management student who is striving to perform
outstandingly. It is of paramount importance that apart from theoretical knowledge he must also
gain some practical knowledge. Survey report deals specially with providing an opportunity to
management students to have some exposure in real business world. (My study topic deals with
Consumer’s Preference towards ice-creams and different factors that influence consumer to
purchase a particular brand of ice-cream.

As ice-cream is regarded as one of the biggest fast moving consumer good (Bread production
industry), there are many factor in mind of consumer which induce them to purchase a particular
brand of ice-cream. Some of these factors are price, taste, packaging, availability, Brand Name.
Ever Changing preferences of consumer, dominance of different brands in the market compelled
me to undertake a research work in this segment. The prime objective of my study is to analyze
the effect of consumer preferences towards ice-cream.

Sources Of Data:-
The task of data collection begins after a research problem has been defined and research design
plan chalked out. Basically two types of data are available to the research namely:-
 Primary Data:- We collect primary data during the course of doing experiments
research but in case we do research of the descriptive type and performs surveys,
whether sample survey or census surveys, then we can obtain primary data either through
observation or through direct communication with respondents in one form or another or
through personal interviews.
 Secondary Data:-Secondary data means data that are already available i.e., they refer to
the data which have already been collected and analyzed by someone else.

In the present study, primary as well as secondary data has been used.

46
 Primary data source are:-
 Questionnaire with sample size of 50 employees of Ice cream market including all level
of employees and work.
 Interview of the candidate came for a job.
 Survey all level of employees with personal observation.

Secondary data source are:-

 Internet
 Books , Magazines and old Reports available in the company.

SAMPLE DESIGN:
An ideally selected sample represents the whole universe. The bigger the size of a sample, the
more representative it is likely to be. But, both time and money are the major constraints. Thus, a
sample should never be too big as to be un-manageable nor too small as to loose its
representation. In sample design, following three aspects are highlighted:

- Determination of sample unit

- Determination of sample technique
- Determination of sample size

SAMPLE SIZE: = 50

SAMPLING TECHNIQUES:
There are two main categories of sampling techniques – namely
Probability Sampling & Non Probability Sampling.
In probability sampling, each element of the population has known, non-zero chances of being
selected in the sample while non-probability sampling involves personal judgment.
For the present study, the techniques of convenience sampling (i.e. non-probability sampling is
used. A due consideration should be given to the data collection so that the conclusion comes out
to be accurate.

47
DATA COLLECTION METHOD:
Usually, three basic methods are used to collect primary data-
1) Interview
2) Observation
3) Questionnaire

Structured interview involves the usage of questionnaire to collect the desired data from those
who have the same information. Unstructured interviewing on the other hand involves
research/depth interviewing.
In observation, no questionnaire is used, but the situation of interest is watched carefully to
record the relevant information.
Keeping in view the nature of this study, questionnaire method was found to be most effective.
The questionnaire is structured i.e. it is presented having from question in sequence, and non-
disguised i.e. objective of the study is clear to the respondents.

DATA ANALYSIS:
The data was collected, tabulated, and interpreted and analyzed with a view to get some useful
information In order to make the study more comprehensive responses have been presented with
the help of various tables. Some diagrams have also been aided in order to make the study clear
and easily understandable.

OBJECTIVES OF THE STUDY

The main objective of the study is to know about brand loyalty among the consumer of ice
creams .we also find
 To find out the customer choice/preference towards various ice creams.
 To find out the various factors influencing the purchase of ice creams.
 To find out market leader in the market.
 To categorize the consumer on the basis of taste & preferences.

LIMITATION OF THE STUDY

48
As every study has some limitations, this study is not an exception too regarding limitations.
Some of the main limitations that I had to face while working on this project are highlighted as
under: -
 There was no reliable secondary data available, so the study didn’t get any help from that
angle.
 Limited area of operation that’s only few areas are covered in this project.
 Numbers of respondents conducted for the age groups of below 10 & above 30 are less,
as they are not easily approachable.
 Lack of experience of the researchers may cause some errors.
 People do no have exact & appropriate knowledge on the recall of brands

49
 CHAPTER 4

DATA ANALYSIS

&
INTERPRETATION
 DATA ANALYSIS & INTERPRETATION

Q1. Which company’s Ice-creams do you prefer to purchase?

Response Respondent
Kwality 22
Mother Dairy 11
Vadilal 5
Amul 10
Any Other 2

Any Other
4%
Amul
20%

Kwality
44%

Vadilal
10%

Mother Dairy
22%

Interpretation:
From the above analysis it is clear that around 44% of respondent consume kwality’s ice cream
and 22% mother dairy, 20% amul, 10%vadilal and 4% other.

51
Q2. What is your pattern of consumption ice-creams?
Response Respondent
More than one per day 03
Daily One 17
3-4 Ice-creams per week 19
Weekly 07
Rarely 04

Rarely More than one per day

Weekly 8% 6%
14%

Daily One
34%

3-4 Ice-creams per week

38%

Interpretation:-
Above diagram shows that 3-4 ice-creams per week are more consumed and 34%
consumer consume only 1 ice-cream, 14% weekly, 6% more than 1 per day and 8% rarely.

52
Q3. Do you purchase same Ice-creams every time?
Response Respondent
Yes 39
No 11

No
22%

Yes
78%

Interpretation:
Above diagram shows that 78% consumers purchase the same ice-cream everytime whereas 22%
don’t purchase the same ice-creams. It means that mostly consumers are brand loyal.

53
Q4. Which factor you consider the most while purchasing the Ice-cream?
Response Respondent
Price 05
Taste 22
Brand 06
Packaging 07
Availability 10

No. Of Respondents

20% 10% Price

Taste
Brand
14%
44% Packaging
12% Availability

Interpretation:
From the above analysis 44% consumer consider the taste while purchasing the ice-creams and
the least interested in packaging and availability of brand and price.

54
Q5. Which mode of advertisement influence you most to buy a particular Ice-creams?
Response Respondent
Magazine 10
Newspaper 08
Radio 03
Television 27
Other 02

No. Of Respondents

4% 20% Magazine
Newspaper
Radio
54% 16% Television
6% Other

Interpretation:
The preferences of consumer is also affected by the different type of advertisements. Most
influencing media is electronic media like T.V and the second most influencing factor is
magazine.

55
Q.6 In what climate conditions you consume ice-creams?

Response Respondent
Hot 25
Cold 08
Autumn 10
Any Time 07

Price Taste Brand Packaging Availability

10%
20%

14%

44%

12%

Interpretation:
From the above study it has been concluded mostly 50% of the respondent refers consuming the
ice-cream in hot climate. And 14% of the respondent prefer consuming the ice-cream at any
time.

56
Q.7 How frequently you consume ice-creams?
Response Respondent
Habitually 30
Occasionally 20

Occasionally
40%

Habitually
60%

Interpretation:-
From the above analysis 60% respondent frequently consume ice-creams and 40% respondent
occasionally consume ice-creams.

57
Q.8. Do you think high price of ice cream affects your buying decision?
Response Respondent
Yes 15
No 35

Yes
30%

No
70%

Interpretation:
From the above analysis it is clear that high price of ice creams doesn’t affect the buying
behavior of the consumers.

58
Q.9 Whether you check or consider manufacturing and expiry date while buying any
ice-cream?
Response Respondent
Yes 32
No 18

No
36%

Yes
64%

Interpretation:
From the above analysis 64% respondent check or consider manufacturing and expiring date
while buying any ice-cream and 36% respondent don’t go for that. This should be a matter of
concern.

59
Q.10. Which reference group inference you most to buy a particular ice-cream?
Response Respondent
Friends 12
Family 10
Retailer 03
Celebrity 25
Others 00

Friends
24%

Celebrity
50%

Family
20%

Retailer
6%

Interpretation:
From my above analysis 50% celebrity, 24% friends, 20% family and 6% retailer group
inference to buy a particular ice-cream.

60
Q.11 Have you ever thought of side effects of eating ice-creams?
Response Respondent
Teeth trouble 25
Fatness 15
Diabetes 10
Any other 0
No 0

Friends
24%

Celebrity
50%

Family
20%

Retailer
6%

Interpretation:
From the above analysis it is clear that majority of the respondents think about the effect of ice-
cream mostly as tooth-trouble.

61
Q.12 What type of Ice-creams do you prefer?
Response Respondent
Stick ice cream 25
Cone 06
Cups 15
Bricks 04

Bricks
8%

Cups
30% Stick ice cream
50%

Cone
12%

Interpretation:
From the above analysis it is clear that around 50% of the respondents prefer stick ice creams,
30% in cups, 12% in cones and 8% in the form of bricks.

62
Q.13 From where do you buy ice creams?
Response Respondent
Hawkers 24
Parlour 14
Restaurants 05
Other 07

Other
14%

Restaurants
10%
Hawkers
48%

Parlour
28%

Interpretation:
From the above analysis it is clear that around 24% of the respondents buy ice creams from
hawkers, 14%from parlour, 5% from restaurants and 7% from other places.

63
Q.14 Which flavour of the ice-creams would you like to consume?
Response Respondent
Milk 5
Coco 24
Nuts 14
Wafers 05
Other 02

Other Milk
Wafers 4% 10%
10%

Nuts
28%

Coco
48%

Interpretation:
From the above analysis it is clear that around 70% respondent like coco flavour 28%nuts,
10%milk, 10% wafer and 4% others.

64
Q.15 What is your average expenditure per month on ice creams?
Response Respondent
<100 25
>500 09
<50 13
>1000 03
>1000
6%

<50
26%
<100
50%

>500
18%

Interpretation:
From the above analysis it is clear that majority of the persons spend less than 100 per month on
ice creams. Around 26% respondent spend less than 50% and 18% spend greater than 1000.

65
 CHAPTER-5
FINDINGS
&
SUGGESTIONS
 FINDINGS
1) From the study it is clear that around 44% of respondent consume kwality’s ice cream and
22% mother dairy, 20%amul 10% Vadilal & 4% other.

2) I found that 3-4 ice-creams per week are more consumed and 34% consumer consume only 1
ice-cream, 14% weekly, 6% more than 1 per day.

3) I found that 78% consumers purchase the same ice-cream every time whereas 22% don’t
purchase the same ice-creams. It means that mostly consumers are brand loyal.

4) it is clear that around 70% respondent like coco flavour 28%nuts, 10%milk, 10% wafer and
4% others.

5) From the above analysis it is clear that majority of the persons spend less than 100 per month
on ice creams. Around 26% respondent spend less than 50% and 18% spend greater than
1000.

6) I found mostly consumers are brand loyal.

67
 CONCLUSION

Conclusions can be drawn, they are as follows: -

1) Good advertising effect & nice taste of ice creams can take any company to those heights,
one had not even thought of.

2) Rising price of ice creams is affecting the buyer’s buying behavior to large extent.

3) Consumers are very much affected by attractive packaging.

4) Based on the findings of the research detailed in the preceding pages, a few unmistakable
Sale of ice creams is very heavy in summers but people do buy ice creams in every
season.

5) As the age of the people increases the buying of ice creams by parent buying for children
to self purchase by young age groups according to their taste.

6) Income of people has very little effect on the choice/liking of ice creams.

7) Consumers are brand loyal.

68
 SUGGESTIONS & RECOMMENDATIONS

 Ice cream companies should come up with more flavors of ice cream in spite of well-
known flavors such as milk and nut, etc…

 As most of the people purchase ice creams for party occasions, some schemes can be
introduced.

 Most of the people purchase ice creams for the sake of change in taste, pleasure/fun.
Hence these things can be used in designing advertising.

 Price of the ice creams should not exceed as most of the people with lower income group
also consume ice creams. Therefore, higher price affects their buying behavior.

 The Ice-cream companies should think very seriously about the after effects of eating ice
creams such as tooth trouble, diabetes & fatness, etc & should ensure people that these
things will not happen after eating the products of their company.

 Packing must be done in colors corresponding to the color of the ice creams.

69
ANNEXURE
BIBLIOGRAPHY
 BIBLIOGRAPHY
 Kothari, C.R; Research Methodology; Second Edition; Wishwa Parkashan (P) Ltd.
 V.S. Ramaswamy and S. Namakumari; Marketing Management Second Edition;
Macmillan India Ltd.
 Philip Kotler; Marketing Management; Ninth Edition.
 David A. De Cenzo and Stephen P Robbins, “Personnel/ Human resource Management-
Prentice Hall India Private Limited, New Delhi-110001,2000’
 Mamoria C.B and Gankar S.V, “Personnel Management- text and cases”
 Bruch Lev, “Financial Statement Analysis-A new approach”,p-11,2006, “How ratio can be
analysed and about the interpretation of these ratios.”
 Cooper R.Donald , “Business Research Methods17”, pg176-180 “all about sampling design,
its meaning”
 Horne, James.c.v, “Fundamental of Financial Management” pg125-130 “From this I got how
to analyse the financial condition”
 Jain T.R. , “Statistics for MBA” Pg part C 135-138, “Information about the calculation of
chi square test”.
 Kothari,C.R.(2004), “Quantitative Techniques1”Edition(2nd) ,Pg10-20, “I have taken
knowledge about research design ,sample design & sampling. In this I got what type of
sample can be choosen and more about sample design”

Website: -

http/.Vadilalgroup.com

http//.kwalityfoods.com

http//.bbcicecream.com
http//..amul.com

http//..motherdairy.com
http://www.Google.com
68
QUESTIONNAIRE
 QUESTIONNAIRE
Dear respondent,
I am conducting the survey on “The Consumer Preference Towards ice-creams”
which is a part of M.B.A. Program. All the information provided by you will be kept secret &
will be used exclusively for academic purpose.
Name : ____________________________________________________________
Address : ____________________________________________________________
Occupation : ____________________________________________________________
Age : _____________________ Sex : ______________________
Q. 1 Which company’s Ice-creams do you prefer to purchase?
Kwality ( ) Mother Dairy ( )
Vadilal ( ) Amul ( )
Any Other ( )
Q. 2 What is your pattern of consumption ice-creams?
More than one per day ( ) Daily One ( )
3-4 Ice-creams per week ( ) Weekly ( )
Rarely ( )
Q. 3 Do you purchase same Ice-creams every time?
Yes ( ) No ( )
Q. 4 Which factor you consider the most while purchasing the Ice-cream?
Price ( ) Taste ( )
Brand ( ) Packaging ( )
Availability ( )

Q. 5 Which mode of advertisement influence you most to buy a particular Ice-

creams?
Magazine ( ) Newspaper ( )
Radio ( ) Television ( )
Other ( )
Q. 6 In what climate conditions you consume ice-creams?
Hot ( ) Cold ( )
Autumn ( ) Any Time ( )
Q. 7 How frequently you consume ice-creams?
Habitually ( ) Occasionally ( )
Q. 8 Do you think high price of ice cream affects your buying decision?
Yes ( ) No ( )
Q. 9 Whether you check or consider manufacturing and expiry date while buying
any ice-cream?
Yes ( ) No ( )
Q. 10 Which reference group inference you most to buy a particular ice-cream?
Friends ( ) Family ( )
Retailer ( ) Celebrity ( )
Others ( )
Q. 11 Have you ever thought of side effects of eating ice-creams?
Teeth trouble ( ) Fatness ( )
Diabetes ( ) Any other ( )
No ( )
Q. 12 What type of Ice-creams do you prefer?
Stick ice cream ( ) Cone ( )
Cups ( ) Bricks ( )

Q. 13 From where do you buy ice creams?

Hawkers ( ) Parlour ( )
Restaurants ( ) Other ( )
Q. 14 Which flavour of the ice-creams would you like to consume?
Milk ( ) Coco ( )
Nuts ( ) Wafers ( )
Other ( )

Q. 15 What is your average expenditure per month on ice creams?

<100 ( ) >500 ( )
<50 ( ) >1000 ( )