1

A INTEGRATED BUSINESS PLAN ON “RELIANCE “

Project submitted to the

METAS ADVENTIST COLLEGE

Accredited by NAAC ‘B’
Athwalines, Surat

In partial fulfillment of the requirements for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

JARIWALA JAY

Under the Guidance of

MRS RANJITA BHOWMICK

Assistant Professor
Department of Management

THE NORTH EASTERN HILL UNIVERSITY (NEHU)

SHILLONG, MEGHALAYA

JANUARY – 2022
 2

DECLARATION

I, JARIWALA JAY JITESH, ID No. GJ-082 hereby declare that the

Entrepreneurship project entitled “A STUDY ON BRAND AWARENESS AND BRAND
IMAGE OF VADILAL”, submitted to the METAS ADVENTIST COLLEGE, in partial
fulfillment of the curriculum of MASTER OF BUSINESS ADMINISTRATION is a record
of original project work done by me during the period from January 10, 2022 to February
18,2021 under the supervision and guidance of MRS RANJITA BHOWMICK Assistant
Professor, Department of Management, METAS Adventist College and is not reproduced
from any existing work of any other person or on any earlier work undertaken at any other
time or for any other purpose, and has not been submitted anywhere else at any time.

Place: Surat
Date: JARIWALA JAY

(GJ-082)
 3

ACKNOWLEDGEMENT

If the words are considered as symbols of approval and token of acknowledgement

then let them play the heralding role of expressing my gratitude to all those who have helped
me directly or indirectly during this project.
I wish to place on record my deepest sense of gratitude to our beloved
President & CEO Dr. Srikakolli Eliah, and our respectful Vice-President Mr. N. Mohan
Rao, METAS Adventist College, Athwalines, Surat for giving me a golden opportunity to
undergo a real time Entrepreneurship project.
I express my sincere gratitude to MRS RANJITA BHOWMICK Project guide,
Department of Management, METAS Adventist College, Athwalines, Surat and my
department staff members for their support, valuable suggestions and guidance throughout the
project work.
I extremely appreciate the love, support, understanding and sustaining encouragement
of my Parents and Friends who helped me throughout the process and preparation of this
Entrepreneurship project report.

JARIWALA JAY
INDEX

Sr. No. Topic Page No.

I DECLARATION i

II ACKNOWLEDGEMENT ii

III CERTIFICATE-II (From College) iii

INDEX

IV List of Tables (Titles to be given) iv

List of Graphs (Titles to be given)

Introduction

1.1. Introduction of Project 8

1.2. Objective of the Project 8

1 1.3. Research Methodology 8

1.4. Scope of the Study 9

1.5. Importance of the Study 10

1.6. Limitation of the Study 10

Conceptual Framework

2 2.1. Industry Profile 12

2.2. Core Concepts 18

 Data Presentation & Analysis

3 3.1. Introduction 22

3.2. Presentation of Secondary Data 22

4 Findings & Conclusions 41

5 Suggestions & Recommendations 44

6 Bibliography 46

7 Annexure 48
List of graph: pages no

 Table 1: The frequency table shows most preferable brand. 25

 Table 2: The frequency table shows by which medium the customers know about the
vadilal brand. 26
 Table3: The frequency table shows most preferable flavor of vadilal customer. 27
 Table 4: The frequency table shows how frequently does the customers buy the vadilal
icecream. 28
 Table 5: The frequency table shows is vadilal logo easy to recognize 29
 Table 6: The frequency table shows how easy the name is to pronounce. 30
 Table 7 : The frequency table shows the trustworthiness of vadilals quality.
31
 Table 8 : The frequency table shows is the appropriability of price with reference to
quality.
32
 TABLE 9: The frequency table shows the familiarity of brand
33
 Table 10 : The frequency table shows likeability of packaging of ice cream
34
 Table 11: The frequency table shows the uniqueness in variety 35
 Table 12: The frequency table shows likeability of brand
36
 Table 13: The frequency table shows the superiority of brand image
37
 Table 14: The frequency table shows preference of ice cream package
38
 Table 15 : The frequency table shows gender of respondent
39
 Table 16: The frequency table shows the age of respondent
40
 Table 17 : The frequency table shows monthly income of respondents
41
 Table 18: The frequency table shows occupation of respondent 42
List of figure: page no
 Figure 1: Graph shows most preferable brand
25
 Figure 2: The chart shows the medium of knowing the brand. 26
 Figure 3 : The chart shows most preferable flavor of vadilal brand. 27
 Figure 4: The chart show the frequency of buying vadilal ice cream.
28
 Figure 5: The chart shows is vadilal logo easy to recognize
29
 Figure 6: The chart shows how easy the name is to pronounce.

30
 Figure 7: The chart shows the trustworthiness of vadilals quality.

31
 Figure 8 : The chart shows the appropriability of price with reference to quality.
32
 Figure 9: The chart shows familiarity of brand
33
 Figure 10: The chart shows likeability of packaging 34
 Figure 11: The chart shows the uniqueness in variety
35
 Figure 12 : The chart shows likeability of brand
36
 Figure 13: The Chart shows the superiority of brand image
37
 Figure 14 : The chart shows preference of ice cream quantity
38
 Figure 15 : The chart shows gender of respondent
39
 Figure 16 : The chat shows age of respondent
40
 Figure 17 : The Chart shows monthly income of respondents
41
 Figure 18 : The chart shows occupation of respondent
42
 CHAPTER-1
INTRODUCTION

1.1 Introduction of Project

Brand image is the current view of the customers about a brand. It can be defined as a unique
bundle of associations within the minds of target customers. It signifies what the brand presently
stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the
consumers‟ perception about the product. It is the manner in which a specific brand is positioned
in the market. Brand image conveys emotional value and not just a mental image. Brand image is
nothing but an organization‟s character. It is an accumulation of contact and observation by
people external to an organization. It should highlight an organization‟s mission and vision to all.
The main elements of positive brand image are- unique logo reflecting organization‟s image,
slogan describing organization‟s business in brief and brand identifier supporting the key values.
Brand image has not to be created, but is automatically formed. The brand image includes
products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually
brand content. When the consumers purchase the product, they are also purchasing it‟s image.
Brand image is the objective and mental feedback of the consumers when they purchase a
product. Positive brand image is exceeding the customers expectations. Positive brand image
enhances the goodwill and brand value of an organization. Creating brand image with the use of
advertising, promotion event management etc.

1.2 Objective of the Project

 To find out as how the customer came to know about vadilal brand.
 In order to increase the sales of company we have to find out which flavours are popilar
among them.
 To find out the frequency of buying vadilal ice cream among customers.
 To understand the perception of the customers regarding our brand logo and name of the
brand.
 To find out if the customer trust the quality of vadilal brand or not.
 To find out if our customer think that our price is appropriate with quality or not.
 To find out if the customer like the packaging or not.
 To find out if the customers are satisfied with the offers given by vadilal brand.

1.3 Research Methodology

Research Instrument Questionnaire is used for the purpose of data collection as the research
instrument.

Sample Size : 150 Questionnaires paper filled from surat city.

Research Design: Descriptive research design.

Sampling Technique : Non-Probability Sampling.

DATA COLLETION
For the preparation of the project both types of data are used.

Primary data: Primary Data through questionnaires for consumer.

Secondary data: Magazine, websites, Internet, Article.

DATA COLLECTION TOOLS

1) Questionnaire : A structured questionnaire of 14 questions of mix type with open

ended, closed ended and multiple choice questions, having of a 5-point Likert Scale
ranging from „strongly disagree‟ to „strongly agree‟ options.
2) Sampling Procedure :
 1.Type: Descriptive
 2. Type of Method: Non probabilistic
 3.Sample Unit: Young generation, Consumer visited Retail shop.
 4. Sample Size: 150 Respondents
 5. Sampling Method: Non probabilistic
3) Respondent profile : General People, Youngsters, Teenagers

1.4 Scope of the Study

The whole approach of marketing pivot around the tenet of meeting the consumer wants.it is
essential to understand what the consumer wants, how he/she perceive the product (service) what
exactly does he/she wants to derive out of the product (service), how does he/she make the brand
choice decision, what are the sources of information influence processes?

 How much to invest in brand-building activities.

 What mix of media or channels to invest in (what ratio of print, television, radio, Internet,
etc.)
  Which ad campaigns to continue or retire.
 How to adjust brand-building investments by geography
 How to deploy sales resources to build or leverage brand awareness.

1.5 Importance of the Study

The importance of brand awareness to develop higher level of customer loyalty in the ice cream
industry is multifaceted. Vadilal being the market leader, takes a wide range of brand building
measures to make customers more aware but that does not necessarily lead them to capture the
multifarious benefits of full customer loyalty.
The purpose of the study, however, was to identify the impact of brand awareness on consumer
loyalty towards Vadilal Ice Cream. All the 150 respondents chosen for this study using Non
probabilistic sampling technique were surveyed with 5 point Likert Scale. The findings also
suggest that among these three factors "marketing programs" most significantly affect brand
awareness. it was found that brand awareness building variables and customer loyalty have high
degree of positive association and the ability to recognize brand character, brand name, brand
slogan, affordability with price, and participation in Vadilal sponsored events most significantly
influence customer loyalty. Recommendations were provided in the end which if followed by the
management of Vadilal will ensure higher customer loyalty.

1.6 Limitation of the Study

 The study is limited to customers of ice cream of personal use was studied for project.
 Customers like restaurants , ice cream parlor were not considered.
 Customers were busy in their routine schedule which was a constrains in collection of
data.
 Some prejudices of the researcher may have influences the study.
 The study is limited to the geographical area of surat district only. therefore generation of
result of the study may not be possible
 CHAPTER-2
CONCEPTUAL FRAMEWORK

2.1 INDUSTRY PROFILE:-

2.1.1 HISTORY OF ICE CREAM

Ice-cream has a very long history about its origin and manufacturing in the international market.
Ice-cream, way back in 1670, a Sicilian, named Francisco procopia, opened a cafe in Paris
(France) and began to sell ice's & squashes and this is how the life of ice cream began. In India,
the ice-creams become popular and famous of the end of 18 century. Than the ice-cream were
made at homes from pure cow/buffalo milk's and ice-cream machine had been developed for
home use. It is comprised of a wooden bucket with a metal (aluminum) jar and a chummier and
handle. The ice-cream made at aroma. Though not so smooth as what we have got today, but it
was delicious and yummy. Today, the story is totally different. We have large number of mega
companies, manufacturing ice-creams in astonishing verities of flavors‟, color & shapes,
maintaining the quality. Today ice-cream industry holds an important segment of industrial
activity in food- based industry in the country. It provides nutritious treat to self & guest as the
best follower of cold drinks. Now-a-days most of the parties and functions are treated with ice-
creams. And in India its consumption is increasing day by day. It has been observed that the
growing demand for this product is vast at present. It is an old- aged product but the tastes,
manufacturing process and raw materials are coming in change with the changing concepts of
food & life styles day-by-day. At present there are number of ice-creams industries in India who
give supply of the real taste and best quality product. Kwality walls, vadilal, amul, baskin
robbins, cadbury's dollops and some of the branded ice-creams. But in India, vadilal ice-cream is
one of the oldest ones. Ice-cream is one of the most important part of FMCG sector. It comes
under Food and Beverage segment. The total market value of Ice cream trade in India is more
than Rs.2000 crore

The ice cream industry in India is worth Rs. 2000 crores. The industry can be divided into the
branded market and the unbranded market. The branded market at present is 100 million liters
per annum valued at Rs. 800 crores. In 2008-09, in the branded ice cream market, Amul held the
number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at
12% and Mother Diary at 8% The per capita consumption of ice cream in India is approximately
300 ml, as against the world average of 2.3 liters per annum Vanilla, Strawberry and Chocolate
together constitute approximately 60% of the market.

2.1.2 GENERAL INFORMATION ABOUT COMPANY

FACTORIES
1. Dudheshwar Road, Ahmedabad

2. Pundhra, Gandhinagar

3. Dharampur, Valsad

4. Bareilly, Uttar Pradesh

 DIRECTORS OF TH E COMPANY

1. Mr. Ram Chandra R Gandhi Chairman

2. Mr. Virendra R Gandhi Vice chairman & Managing

Director
3. Mr. Rajesh R Gandhi Managing Director

4. Mr. Devanshu L Gandhi Managing Director

5. Mr. Kshitish M shah Director

6. Prof. M N Vora Director

7. Mr. Rohit J Patel Director

LOGO: SLOGAN:
Vadilal Nothing but goodness.

The icecream Expert.

2.1.3 HISTORY OF VADILAL ICE CREAM

Vadilal Industries has come a long way since its inception in 1907, when 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 operation, and, with a hand cranked machine, started a small retail outlet in 1926.
Eventually, Ranchod Lal's sons, Ramchandra.and Lakshman, in herited 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 calculated risk-taking into the firm. As a result,
by the 1970s, the Vadilal Company had already evolved into a modern corporate entity.

Vadilal Industries has extensive reach. A major success factor has been its ability to cater to
different market segments through multiple product ranges. Vadilal has range of ice creams
in the country with 150 plus flavours and they are sold in a variety of more than 250 packs
and forms. The range includes cones, candies, bars, ice-lollies, small cups, big cups, family
packs, and economy packs. It offers something for all tastes, preferences and pockets.

Vadilal has a core team of in-house "ice-cream experts" who taste 15-20 products a day. It
has 50,000 dealers across India and 250 Vadilal Parlors, most franchisee outlets. Vadilal
Industries also entered the processed foods industry in the early 1990s and is today one of
the largest players in India.

The company„s national ice cream market share would have been even higher but for the
fact that it does not operate in major consuming regions like Maharashtra and the four
southern states as these are covered by another faction of the Vadilal family. Vadilal has
been graded with a two star grading status by the Government of India. The company has
also been awarded certification for excellence in export performance by APEDA. It has also
been certified by the Export Inspection Agency -Government of India. The products at
Vadilal are endorsed by ISO 9001:2008, ISO22000:2005, a BRC certified unit, HACCP
certified and an INTERTEK certified unit, confirming requirements of Global Standards for
food safety. Some of the strategic marketing, branding and PR activities carried out by
Vadilal include participating in the national level exhibition, ATL and BTL activities.
Carrying out these activities has increased the brand recall value of the company.
2.1.4 PESTEL ANALYSIS

POLITICAL :

Governments continually support globalization. Vadilal can take advantage of this condition
through global expansion. The political stability of most countries presents opportunity for
Vadilal to grow in these markets.

ECONOMIC :

Vadilal products are distributed to so many countries. These countries have different
customs, cultures, tastes, and desires. Creating new flavors to accommodate these
customers. Vadilal must focus on external factors that present opportunities for growth and
expansion, especially in developing economies.

SOCIAL :

The social factors influence most for any organization situated in India. India combines of
different types of cultures and languages so the concurrent effect is different types of
lifestyle and food habits. Education level is also increasing in India; the demographic
composition of India is also a n important factor in social environment. It helps in growing
the market.

TECNOLIGICAL :

More automation technologies are now available for businesses. The GPS tracking solution
has solved the delivery dilemma for Vadilal and lowered product rejection. The operational
efficiency has improved as detention and delivery delays have been substantially minimized.

ENVIRONMENTAL :The product is not made out of any unnatural composition. The base of
every product of Vadilal, which is not at all harmful for the environment. So there are no threats
for the co-operative society in respect of environmental factors.
LEGAL :

The legal factors which work as opportunity for Vadilal are PFA act, Trademarks,
Industrial Development & Regulation Act.

2.1.5 SWOT ANALYSIS

STRENGTH :

Refrigeration equipment and retail freezer are sourced from world leaders in technology so
as to deliver quality product to the consumers. Vadilal production capacity of 1 lakh lit/day.

WEAKNESS :

Vadilal major weakness is a Less Media advertisement compare to other company.

OPPORTUNITY :

Due to new economic policies and liberalization more multinational companies are expected
to enter into the Indian market these MNCs will have to start everything from a stretch
starting from consumer awareness. Vadilal in this prospective has an upper hand and can
utilize its time more on market penetration and development.

THREAT :

Threat from the existing competitors as well as local ice cream brands and Change in
government policies
 2.2 Core Concept
The Global Ice Cream Market was valued at $68,072 million in 2016, and is projected to reach
$97,301 million by 2023, registering a CAGR of 5.4% from 2017 to 2023. Ice cream is dairy
product, which is sweetened with either natural sugar or artificial sweeteners. Various ice creams
are provided by the companies present in the market, including hard ice cream, soft ice cream,
light ice cream, low-fat ice cream, and others. Summer is an undisputed season for the
consumption of ice cream and related products. The growth of the ice cream industry is driven
by availability of various flavored ice creams. As a result, the ice cream consumers pay a
premium price for these products, which in turn increases the revenue of the market.
Manufacturers are increasing their product range by including functional ingredients, organic
herbal fillings, and exotic flavors in product formulations to meet the changing consumers‟
demands. For instance, companies are including other exotic flavors such as tropical fruits,
lemons, and coconuts to cater to changing taste of consumers. In addition, for health-conscious
customers prefer a low-calorie and low-fat ice cream called Skinny Cow. In this way, product
innovation in ice cream products drive growth and development of the market globally. Apart
from this, retail channels such as hypermarkets, supermarkets, convenience stores, discounters,
forecourt retailers, and grocery stores act as global marketing tool that assist in building an
impressive premium image and increase brand exposure of wide variety of ice cream products.
Expansion of these retail channels contributing in the growth of ice cream market size. However,
the health concerns associated with ice creams restrain the ice cream market growth.
Furthermore, rise in demand for innovative products and development of lactose-free ice cream
provide growth opportunities for ice cream market size expansion.

 Literature Review
 Brand knowledge is developed by Keller (2003) as the concept of brand equity that has
dimensions of brand awareness and brand image. Previous study shows that the stronger and
more likeable plus the unique of brand associations possessed it will be a positive influence on
preferences, consumer decisions, and the desire to buy.

 Aaker (1991) In fact, „A product is something that is made in a factory; a brand is something
that is bought by a customer. A product can be copied by a competitor;

 A brand is unique. A product can be quickly outdated; a successful brand is timeless‟.
 Keller (1999) defines brand image as, “the perceptions about as reflected by the brand
associations held in consumer memory.” Brand associations are divided into
 attributes, benefits and attitudes.

 Ehsan, (2013) studied developing brand awareness and brand loyalty is a need of time.
Managers all over the world should actively promote and improve the brand awareness and
brand loyalty of the customer to enhance their purchase intention. These efforts are more likely
to be faithful if these practices are accompanied by communication about the brand to the
 targeted customers. There is a need to focus on brand awareness and brand loyalty to increase the
purchase intentions for their brand image.

 Hubanic & Hubanic, (2009) Brand image is the interpretation of the customers about all the
indications from products, services, and communication of brand.

 Davies et al (2003) aimed that the strong brand image, whether the product is ordinary product
that customer already know the use of the product will make customer satisfied. A company that
produce product and services, and is already known by the public or customers will get a positive
feedback from the customer because they already know about those products or services. Also
the company will gain profit or better income than the other, and this condition will increase the
company performance.

 Wang chin Mel, (2012) studied that the corporate brand image significantly effects customer
satisfaction and customer loyalty, and customer satisfaction has strong impact on customer
loyalty.

 Sharif Menon (2011) India is lucky to have international brands, but the Indian consumer is
very choosy in selecting the brands and especially in the consumable sector. The research brings
out the importance of taste which is an essential factor for the success of a brand.
 Levy,(2008) customers‟ perception of brand is formed by association of some

 ideas and pictures and their knowledge of a brand and a positive and popular image can be the
influential point to affect the customer‟s perception of brand.

 Graby,(1993) brand image is the collection of ideas, feelings, emotional reactions and attitudes,
which arise from the evocation of the brand. Company image takes part in the brand image.

 Keller (1993) The brand name is a commonly used cue to simplify the evaluation of a product or
service. Using a familiar word as a name is advantageous because it is easy to recall but using a
distinctive word is easier to recognize.

 Wayne D. Hoyer and Steven P. Brown, (1990) when quality differences exist among
competing brands, consumers may "pay a price" for employing simple choice heuristics such as
brand awareness in the interest of economizing time and effort.

 Horsky and Simon (1983) and Krishnan and Jain (2006) the process of growth, diffusion and
erosion of products‟ sales arises as a result of the interaction between consumers, and firm‟s
 behavior, although the demand side plays a
 crucial role to explain the initial evolution of the sales. In durable markets the initial growth of
 new products‟ sales is usually attributed to consumers becoming
 informed about the existence of the new product. It means a consumer awareness process where
the proportion of consumers aware of the new product increases overtime.
 Kretter, “ country of the origin of food and consumer preference in segment of university
students” consumers prefer the attributes like quality, flavour and also
 the price.

 Alicia Barroso and Gerard Llobet (2011) advertising expenditures have a dynamic effect in
the sense that they raise consumer awareness of a product, increasing present and future sales.

 Keller (1993) argued that “brand recognition may be more important to the extent that product
decisions are made in the store”. Customer-based brand equity occurs

 when the consumer has a high level of awareness and familiarity with the brand and holds some
strong, favorable, and unique brand associations in memory.

 Draganska, Michaela, (2009) revealed that advertising expenditure has a significant positive
effect on a brand‟s stock of awareness but no significant effect on its stock of perceived quality.
Primary effect of advertising for the particular brand is to increase the awareness regarding a
product among the people. Once consumers have used the brand, they must be aware of its
existence and should know its characteristics, so informative advertising should not affect them
anymore. Since usage experience is often not directly observable, this imperial strategy is largely
limited to newly introduce brand.
 Collins (2007) Concludes in her study that there are some point what make a good brand name:
Be unique, original, Be easy to read in all countries in which the brand is to be marketed.
 Gil, Andres and Salinas (2007) The effects of the information provided by the family are higher
than those of the marketing variables studied. Results also show that brand loyalty is much closer
to the concept of overall brand equity than brand awareness – associations and perceived quality.
 Nandagopal and Chinnaiyan (2003) studied that the level of awareness among the rural
consumers about the brand of ice cream was high which was indicated by the mode of purchase
of the ice cream by “Brand Name”. The major source of brand awareness was word of mouth
followed by advertisements, family members, relatives and friends.
 CHAPTER-3
DATA PRESENTATION & ANALYSIS
3.1 INTRODUCTION
For the study, the researcher has used descriptive design; the data is collected with the help of
structured Non-disguised questionnaire. Majority of data is prepared by ordinal in nature. So
suitable tools for tabulation such as pie-chart, bar chart has been prepared. Further the researcher
has used weighted average mean for analysis of data. On the basis of data analysis proper
findings & Conclusions are drawn.

3.2 Presentation of Primary Data :-

Q1) Which icecream brand you prefer the most?

Table 1: The frequency table shows most preferable brand.

BRAND PREFER
Frequency Percent
AMUL 33 22.0
VADILAL 78 52.0
KWALITY 9 6.0
WALLS
CREAM BELL 6 4.0

BASKIN ROBINS 6 4.0

MOTHER DAIRY 6 4.0

HAVEMOR 12 8.0

Total 150 100.0

Figure 1: Graph shows most preferable brand

BRAND PREFER

4% 8% AMUL
22%
4%
VADILAL
4%
6% KWALITY WALLS
CREAM BELL
BASKIN ROBINS
MOTHER DAIRY
52%
HAVEMOR

INTERPRETATION: This chart show clearly that vadilal icecreame is most preferable i.e ,
52 % followed by amul 22 %, 8% havemor, 6% kwality walls,4% cream bell, 4% mother dairy
and 4% baskin robins .
Q2) How do you know about the vadilal brand ?
Table 2: The frequency table shows by which medium the customers know about
the vadilal brand.
HOW CUSTOMERS KNOW VADILAL?
Frequency Percent
ADVERTISEMENT 84 56.0

FAMILY 39 26.0
FRIENDS 18 12.0
INTERNET 9 6.0

Total 150 100.0

Figure 2: The chart shows the medium of knowing the brand.

HOW CUSTOMERS KNOW?

6%
12%
ADVERTISEMENT
FAMILY
56%
26% FRIENDS
INTERNET

INTERPRETATION: The chart shows that advertisements by which 56% customers know
about brand plays a major role in making the brand familiar with more number of customers as
compare to any other medium followed by family friends and internet i.e., 26%,12 and 6%
respectively.
Q3) Which flavor you prefer the most from vadilal icecream?

Table3: The frequency table shows most preferable flavor of vadilal customer.
Flavour preference
Frequency Percent
CHOCOLATE 45 30.0

VANILLA 51 34.0
STRAWBERRY 45 30.0

BUTTER 9 6.0
SCOTCH
Total 150 100.0

Figure 3 : The chart shows most preferable flavor of vadilal brand.

FLAVOUR PREFERANCE

6%
30%
CHOCOLATE
30%
VANILLA
STRAWBERRY
BUTTER SCOTCH
34%

INTERPRETATION: This chart show clearly that 34 per cent respondent are prefer the
vanilla ice cream flavor and 30 percent are prefer the chocolate and 30% respondent prefer
strawberry flavor followed by butter scotch i.e.,6%.
Q4) . If you like Vadilal ice-creams, how long you have been buying it?

Table 4: The frequency table shows how frequently does the customers buy the vadilal ice
cream.

BUYING FREQUENCY
Frequency Percent
ONCE A 18 12.0
WEEK
2 TIMES A 30 20.0
WEEK
3 TIMES A 24 16.0
WEEK
LESS THAN 78 52.0
A MONTH

Total 150 100.0

Figure 4: The chart show the frequency of buying vadilal ice cream.

BUYING FREQUENCY

12%

ONCE A WEEK
20%
52% 2 TIMES A WEEK
3 TIMES A WEEK
16% LESS THAN A MONTH

INTERPRETATION: This chart show clearly 52 per cent respondent are buying ice cream less
than once in a month and 20 percent are buying ice cream twice in a week followed by once a
week 12 % and 3 times a week 16 %.
Q5) Is Vadilal logo easy to recognize?

Table 5: The frequency table shows is vadilal logo easy to recognize

LOGO RECOGNISABLE
Frequency Percent xi fixi
STROGLY 105 70.0 5.0 525.0
AGREE
AGREE 15 10.0 4.0 60.0
NEUTRAL 12 8.0 3.0 36.0
DISAGREE 9 6.0 2.0 18.0

STRONGLY 9 6.0 1.0 9.0

DISAGREE

Total 150 100.0 648.0

Weightage average mean= ∑xifi/n
=648/150 = 4.32

Figure 5: The chart

shows is vadilal
logo easy to
LOGO RECOGNISABLE recognize

6%0%
6%
8% STROGLY AGREE
AGREE
10%
NEUTRAL
70% DISAGREE
STRONGLY DISAGREE

INTERPRETATION : This chart show clearly 70 per cent respondent are strongly agree.
Secondly preferred are agree 10 per cent respondent. By doing the analysis the Mean for
“Vadilal logo is easy to recognize.” is 4.32.
Q6) Is Vadilal name is easy to pronounce ?

Table 6: The frequency table shows how easy the name is to pronounce.

pronounceable
Frequency Percent xi fixi
STROGLY 102 68.0 5.0 510.0
AGREE
AGREE 12 8.0 4.0 48.0
NEUTRAL 17 11.3 3.0 51.0
DISAGREE 13 8.7 2.0 26.0

STRONGLY 6 4.0 1.0 6.0

DISAGREE

Total 150 100.0 641.0

Weightage average mean= ∑xifi/n

WAM=641/150 4.273333
Figure 6: The chart shows how easy the name is to pronounce.

pronounceable

4%
9%
STROGLY AGREE
11%
AGREE
8% NEUTRAL
68% DISAGREE
STRONGLY DISAGREE

INTERPRETATION: This chart show clearly 68% per cent respondent are strongly
agree. Then there are agree 11 per cent respondent which are neutral followed by 8% agree, 9%
disagree and 4% strongly disagree . By doing the analysis the Mean for “Vadilal name is easy to
pronounce.” is 4.27.
Q7) : Do you trust Vadilal product Quality ?
Table 7 : The frequency table shows the trustworthiness of vadilals quality.
QUALITY TRUST
Frequency Percent xi fixi
STROGLY 81 54.0 5.0 405.0
AGREE
AGREE 24 16.0 4.0 96.0
NEUTRAL 12 8.0 3.0 36.0
DISAGREE 21 14.0 2.0 42.0

STRONGLY 12 8.0 1.0 12.0

DISAGREE

Total 150 100.0 591.0

Weightage average mean= ∑xifi/n

=591/150 = 3.94

Figure 7: The chart shows the trustworthiness of vadilals quality.

QUALITY TRUST

8%
14% STROGLY AGREE
AGREE
8% 54% NEUTRAL
DISAGREE
16%
STRONGLY DISAGREE

INTERPRETATION: This chart show clearly 54 per cent respondent are strongly agree.
Secondly preferred are agree 16 per cent respondent followed by 14% disagree,8% neutral and
8% strongly disagree. By doing the analysis the Mean for “I trust vadilal product Quality.” is
3.92
Q8) : Is the price appropriate according to Vadilal product quality ?

Table 8 : The frequency table shows is the appropriability of price with reference to quality.
PRICE APPROPRIATION
Frequency Percent xi fixi
STROGLY 29 19.3 5.0 145.0
AGREE
AGREE 81 54.0 4.0 324.0
NEUTRAL 15 10.0 3.0 45.0
DISAGREE 15 10.0 2.0 30.0

STRONGLY 10 6.7 1.0 10.0

DISAGREE

Total 150 100.0 554.0

Weightage average mean=fixi/n= 554/150 =3.69

Figure 8 : The chart shows the appropriability of price with reference to quality.

PRICE APPROPRIATION

7%
10% 19%
STROGLY AGREE
10% AGREE
NEUTRAL
DISAGREE
54% STRONGLY DISAGREE

INTERPRETATION: This chart show clearly 54 per cent respondent are agree.
Secondly preferred are strongly agree 19 per cent respondent followed by 10% neutral,10%
disagree and 7% strongly disagree. By doing the analysis the Mean for “1 am agree that
price quality is appropriate in respect to vadilal ice cream quality.” is 3.69.
Q9) IS THE BRAND FAMILIAR?
TABLE 9: The frequency table shows the familiarity of brand
BRAND FAMILIARITY
Frequency Percent xi fixi
STROGLY 24 16.0 5.0 120.0
AGREE
AGREE 70 46.7 4.0 280.0
NEUTRAL 18 12.0 3.0 54.0
DISAGREE 24 16.0 2.0 48.0

STRONGLY 14 9.3 1.0 14.0

DISAGREE

Total 150 100.0 516.0

Weightage average mean= ∑xifi/n
=516/150 = 3.44
Figure 9: The chart shows familiarity of brand

BRAND FAMILIARITY

9% 16%
STROGLY AGREE
16%
AGREE
NEUTRAL
12%
DISAGREE
47%
STRONGLY DISAGREE

INTERPRETATION : This chart show clearly 47 per cent respondent are agree. Secondly
preferred are strongly agree 16 per cent respondent. By doing the analysis the Mean for “This
brand is familiar brand.” is 3..44.
Q10) Do you like the packaging?
Table 10 : The frequency table shows likeability of packaging of ice cream

PACKAGING LIKEABILITY
Frequency Percent xi fixi
STROGLY 22 14.7 5.0 110.0
AGREE
AGREE 75 50.0 4.0 300.0
NEUTRAL 18 12.0 3.0 54.0
DISAGREE 26 17.3 2.0 52.0

STRONGLY 9 6.0 1.0 9.0

DISAGREE

Total 150 100.0 525.0

Weightage average mean= ∑xifi/n

=525/150 =3.5

Figure 10: The

chart shows
likeability of
PACKAGING LIKEABILITY packaging

6% 15%
17% STROGLY AGREE
AGREE

12% NEUTRAL
DISAGREE
50%
STRONGLY DISAGREE

INTERPRETATION: This chart show clearly 50 per cent respondent are agree. Secondly
preferred are disagree 17 per cent respondent. By doing the analysis the Mean for “I like this
brand packging.” is 3.5.
Q11) Does the brand have uniqueness in variety?

Table 11: The frequency table shows the uniqueness in variety

VARIETY UNIQUENESS
Frequency Percent xi fixi
STROGLY 73 48.7 5.0 365.0
AGREE
AGREE 18 12.0 4.0 72.0
NEUTRAL 13 8.7 3.0 39.0
DISAGREE 17 11.3 2.0 34.0

STRONGLY 29 19.3 1.0 29.0

DISAGREE

Total 150 100.0 539.0

Weightage average mean= ∑xifi/n

=539/150 = 3.59

Figure 11: The chart shows the uniqueness in variety

VARIETY UNIQUENESS

19%
STROGLY AGREE
AGREE
11% 49%
NEUTRAL
9% DISAGREE
12% STRONGLY DISAGREE

INTERPRETATION: This chart show clearly 49 per cent respondent are strongly agree.
Secondly preferred are Strongly disagree 19 percent respondent. By doing the analysis the
Mean for “This brand uniqueness is variety of ice cream.” is 3.59.
Q12) Do you like the offer of brand

Table 12: The frequency table shows likeability of brand

BRAND OFFER LILEABILITY

Frequency Percent xi fixi
STROGLY 23 15.3 5.0 115.0
AGREE
AGREE 77 51.3 4.0 308.0
NEUTRAL 13 8.7 3.0 39.0
DISAGREE 22 14.7 2.0 44.0

STRONGLY 15 10.0 1.0 15.0

DISAGREE

Total 150 100.0 521.0

Weightage average mean= ∑xifi/n
=521/150 = 3.47

Figure 12 : The chart shows likeability of brand

BRAND OFFERING LIKEABILITY

10% 15%
STROGLY AGREE
15%
AGREE

9% NEUTRAL
DISAGREE
51%
STRONGLY DISAGREE

INTERPRETATION: This chart show clearly 51 per cent respondent are strongly agree.
Secondly preferred are Strongly agree 15 per cent respondent. By doing the analysis the
Mean for “I like this brand because it give good offers.” is 3.47.
Q13) Do you trust the brand image is superior?

Table 13: The frequency table shows the superiority of brand image

SUPERIORITY OF BRAND IMAGE

Frequency Percent xi fixi
STROGLY 20 13.3 5.0 100.0
AGREE
AGREE 84 56.0 4.0 336.0
NEUTRAL 16 10.7 3.0 48.0
DISAGREE 17 11.3 2.0 34.0

STRONGLY 13 8.7 1.0 13.0

DISAGREE

Total 150 100.0 531.0

Weightage average mean= ∑xifi/n
=531/15 = 3.54
Figure 13: The Chart shows the superiority of brand image

SUPERIORITY OF BRAND IMAGE

9% 13%
11% STROGLY AGREE
AGREE
11%
NEUTRAL
DISAGREE
56%
STRONGLY DISAGREE

INTERPRETATION: This chart show clearly 56 per cent respondent are agree. Secondly
preferred are Strongly agree 13 per cent respondent. By doing the analysis the Mean for “I
like this brand because its Superiority.” is 3.54.
Q14) Which package of vadilal ice cream you prefer

Table 14: The frequency table shows preference of ice cream package

QUANTITY PREFERENCE
Frequency Percent
FAMILY 57 38.0
PACK (500
ml)
1 LITRE 18 12.0
2 LITRE 6 4.0
250 ml 69 46.0
Total 150 100.0

Figure 14 : The chart shows preference of ice cream quantity

QUANTITY PREFERENCE

FAMILY PACK (500 ml)

38%
46% 1 LITRE
2 LITRE
250 ml
4% 12%

INTERPRETATION: Out of all respondent 46 % prefers 250 ml of package ,38 % prefer

family pack 500 ml followed by 12 % 1 litre and 4% 2 litre.
DEMOGRAPHIC QUESTIONS:

 Gender

Table 15 : The frequency table shows gender of respondent

GENDER
Valid Cumulative
Frequency Percent Percent Percent
MALE 107 71.3 71.3 71.3
FEMALE 43 28.7 28.7 100.0
Total 150 100.0 100.0

Figure 15 : The chart shows gender of respondent

GENDER

29%

MALE
FEMALE
71%

INTERPRETATION: Out of all respondent 71 % are male and 29 % of respondent are

female.
  AGE

Table 16: The frequency table shows the age of respondent

AGE
Frequency Percent
0-20 YEARS 21 14.0

21-30 57 38.0
YEARS
31-40 48 32.0
YEARS
40& ABOVE 24 16.0

Total 150 100.0

Figure 16 : The chat shows age of respondent

AGE

16% 14%
0-20 YEARS
21-30 YEARS

32% 38% 31-40 YEARS

40& ABOVE

INTERPRETATION: The chart shows there 38 % of are age between 21-30 years
followed by 32% between 31-40 years,16 % 40 years and above and 14 % respondents are
less than 20 years.
  Monthly income

Table 17 : The frequency table shows monthly income of respondents

INCOME
Frequency Percent
BELOW 40 26.7
7999
8000- 32 21.3
15999
16000- 44 29.3
23999
ABOVE 33 22.0
24000
Total 149 99.3
System 1 0.7
Total 150 100.0

Figure 17 : The Chart shows monthly income of respondents

INCOME

22% 27%
BELOW 7999
8000-15999
16000-23999
30% 21% ABOVE 24000

INTERPRETATION: The charts shows 30% respondent has monthy income betweem
16000-23999 followed by 27 % below 8k, 22% above 24k.
  Occupation

Table 18: The frequency table shows occupation of respondent

OCCUPATION
Frequency Percent
STUDENT 33 22.0
BUSINESSMAN 36 24.0

EMPLOYEES 64 42.7

HOUSEWIVES 17 11.3

Total 150 100.0

Figure 18 : The chart shows occupation of respondent

OCCUPATION

11%
22%
STUDENT
BUSINESSMAN

43% EMPLOYEES
24%
HOUSEWIVES

INTERPRETATION: The chart shows that 43% of our respondents are employees , 24%
are businessman followed by 22% student and 11% housewives.
Table 19: Weightage mean

WEIGHTAGE MEAN

PARTICULAR WEIGHTAGE MEAN

LOGO RECOGNISABLE 4.32

Pronounceable 4.27

Quality Trust 3.94

Price APPROPRIATION 3.69

Brand Familiarity 3.69

Packaging Likeability 3.44

Variety Uniqueness 3.59

Brand Offer Likeability 3.47

Superiority of brand Image 3.54

 Weightage Mean
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

Graph- 19 Graph Weightage average mean

 CHAPTER-4
FINDINGS & CONCLUSIONS
4.1 FINDINGS
 Majority of respondents are males (71%) and others are females (29%).

 Majority of (56%) respondents know about Vadilal ice cream through
advertisements.

 Majority of (34%) respondents are prefer the Vanilla flavor.

 Majority (52%) of the respondents consume ice cream less than 1 month.

 70% of the respondents are strongly agree to identify the logo of Vadilal ice cream.

 Majority (68%) of respondents are strongly agree the easy pronounce of Vadilal
name.

 Majority (54%) of the respondents are strongly agrees of trust of product quality of
Vadilal ice cream.

 Majority (54%) of the respondents agrees that price quality is appropriate in respect to
vadilal ice cream quality.

 Majority (50%) respondents agrees that they are like a Vadilal brand packaging.

 Majority (51%) of respondents agrees because this brand gave good offers..

 Majority (47%) respondents are agrees that this brand is familiar brand.

 Majority (49%) respondents strongly agrees and (12%) agrees this brand uniqueness is
variety of ice cream.

 Majority (56%) respondents agrees and (13%) strongly agrees they are trust of Vadilal brand
image is superior.

 Majority (46%) respondent buy 250 ml pack of vadilal ice cream followed by family
pack package of vadilal ice-cream with 38% respondents

 Majority (38%) of the respondents are between ages 21-30.
  Majority (30%) respondents monthly income is between 16000-23999.

 Majority (43%) respondents are employee.

4.2 CONCLUSION
From our research the following conclusion are drawn .
 In our research majority of respondents are male.
 Our majority of respondent are of age between 21-30 years.
 As per our research , most of our respondent come to know about vadilal brand from
advertisements i.e., 56% followed by family & relatives.
 Majority of our respondent buy our vadilal ice cream less than once a month i.e., 52%.
 70% of our respondent are strongly agree that our vadilal logo is easily recognizable.
 Majority of our respondent strongly agree to the quality trust of our product.
 54% of our respondent strongly agree that our vadilal price is appropriate.
 Majority of our respondent i.e., 50% strongly agree to our packaging likeability and 49%
strongly agree to uniqueness of vadilal brand.
 51% of our respondent agree with vasdilal brand offer likeability.

Satisfied customer also plays an important role in brand awareness as they recommend others to
purchase and such referral brings new customers and promotes positive brand image whereas
dissatisfied customers may lead negative brand image which hinders successful brand awareness
activity. As per this study vadilal brand is popular as compare to other brands. The people are fully
aware about vadilal brand because of advertisement. Vadilal brand effective factor is easy recognize
logo, easy pronounce vadilal name, good product quality, variety of ice cream and available in all
require pack size.
 CHAPTER-5
SUGGESTIONS & RECOMMENDATION
5.1SUGGESTIONS
 To remove the weakness of market reach , the company should expand its distribution
network and sales force strength
 Company should indulge in more and more social activities which can also help it earn
the publicity.
 The company does not use T.V. media for its advertising and promotions like other
companies like Havmor, Amul. Quality walls etc. so it should also indulge in such
activity to increase the brand awareness.
 The company can also sponsor any parks or garden or any public place to gain the social
publicity and people's attention.
 The company should also place hoardings at areas like hoarding near the crossroads with
high traffic problem or around the public place or parks which can help the company grab
the people's attention
 The company should also give frequent ads in newspapers, radio and other media to
maintain the customers interest in the company.
 The company should also include certain attractive promotional schemes like giving Ice
Cream bowls with family packs or party packs to attract the customers.
 The company should introduce advertisement with some appeal and creativity which can
attract the customers
 The company can include some Lucky draw contests as a part of its promotion strategy to
attract customers.
BIBILOGRAPHY
WWW.Vadilalgroup.com

Pandian, Keerthi, and K. K. Ramachandran. "Brand Awareness: Baby Food Products."

SCMS Journal of Indian Management 7.2 (2010).

Ghafoor, Muhammad Mudasar, et al. "Impact of customer satisfaction and brand image on
brand loyalty." Progress in Business Innovation & Technology Management 2.2 (2012): 69-
77.

PRODUCT,PARAG. CONSUMER AWARENESS AND BUYING PATTERN OF.

Diss. BABASAHEB BHIMRAO AMBEDKAR UNIVERSITY LUCKNOW, INDIA.

Tadhani, Manishkumar B., et al. "Consumers‟ perceptions and awareness towards ice cream
as functional food with respect to Ahmedabad City, India."

De Chernatony, Leslie, and Francesca Dall'Olmo Riley. "Defining a" brand": Beyond the
literature with experts' interpretations." Journal of Marketing Management 14.5 (1998):
417-443

Pitta, Dennis A., and Lea Prevel Katsanis. "Understanding brand equity for successful brand
extension." Journal of consumer marketing 12.4 (1995): 51-64.

Khatri, Puja. "Celebrity endorsement: A strategic promotion perspective." Indian

Media Studies Journal 1.1 (2006): 25-37

SARGARA, KETAN CHHOTAJI. THE COMPARATIVE STUDY OF AMUL VIS-A-VIS

OTHER BRANDS ICE CREAM OF NADIAD CITY. Diss. AAU, Anand, 2014.

Emma K., and Byron M. Sharp. "Brand Awareness Effects on Consumer Decision Making
for a Common, Repeat Purchase Product:: A Replication." Journal of Business Research
48.1 (2000):
ANNEXURE
Dear Respondent,

I SURAJ KUMAR BARNWALStudent of T.Y.B.B.A with Specialization in Marketing. I am

conducting a survey on “AN EMPRICIAL STUDY ON BRAND IMAGE OF VADILAL” the
information collected from the survey is purely for Academic purpose. The information collected
will be kept confidential.

You may/may not give your consent to disclose your identity kindly co-operate by providing
information to the following question & oblige.

Thanking you.

(KARTIKEY SHRIKANT GAUTAM)

RESEARCH QUESTIONNAIRE

NAME:

GENDER:

1) Which Ice Cream brand you prefer the most?

a) Amul ( ) b) Vadilal ( ) c) Kwality walls ( )

d) Cream bell ( ) e) Baskin Robins ( ) f) Mother dairy ( )
g) Havemor ( )

2) How do you know about the Vadilal brand?

a) Advertisement ( ) b) Family ( ) c) Friends ( )
d) Internet ( )

3) Which flavor you prefer the most from Vadilal icecream?

a) Chocolate ( ) b) Vanilla ( ) c) Strawberry ( ) d) Butter
scotch ( )
 b) If you like Vadilal ice-creams, how long you have been buying it?
a) Once a week ( ) b) 2 times a week ( ) c) 3 times a week ( )
d) Less than a month ( )

c) Is Vadilal logo is easy to recognize?

a) Strongly agree ( ) b) Agree ( ) c) Neutral ( )
d) Disagree ( ) e) Strongly disagree ( )

d) Is Vadilal name easy to pronounce?

a) Strongly agree ( ) b) Agree ( ) c) Neutral ( )
d) Disagree ( ) e) Strongly disagree ( )

e) Do you trust the vadilal product quality?

a) Strongly agree ( ) b) Agree ( ) c) Neutral ( )
d) Disagree ( ) e) Strongly disagree ( )

f) Is the price appropriate according to the vadilal product

quality?
a) Strongly agree ( ) b) Agree ( ) c) Neutral ( )
d) Disagree ( ) e) Strongly disagree ( )

g) Is the brand familiar?

a) Strongly agree ( ) b) Agree ( ) c) Neutral ( )
d) Disagree ( ) e) Strongly disagree ( )

h) Do you like the packaging?

a) Strongly agree ( ) b) Agree ( ) c) Neutral ( )
d) Disagree ( ) e) Strongly disagree ( )

i) Does the brand have uniqueness in variety?

a) Strongly agree ( ) b) Agree ( ) c) Neutral ( )
 d) Disagree ( ) e) Strongly disagree ( )

j) Do you like the offers of the brand?

a) Strongly agree ( ) b) Agree ( ) c) Neutral ( )
d) Disagree ( ) e) Strongly disagree ( )

k) Do you trust the brand image is superior?

a) Strongly agree ( ) b) Agree ( ) c) Neutral ( )
d) Disagree ( ) e) Strongly disagree ( )

l) Which Package of vadilal Ice cream do you prefer?

a) Family pack (500 ml) b) 1 litre c) 2 litre
d) 250 ml

DEMOGRAPHIC PROFILE:

1) AGE
a) 0-20 years ( )
b) 21-30 years ( )
c) 31-40 years ( )
d) 40 & above ( )

2) Monthly income
a) Below 7999 ( )
b) 8000-15999 ( )
c) 16000-23999 ( )
d) Above 24000 ( )

3) Occupation
a) Student ( )
b) Businessman ( )
c) Employees ( )
d) Housewifes ( )