Assignment on

Attitude of the Consumers/Buyer Toward Ice-cream

MBA (Evening) Program, Spring-2022

Department of Marketing

Course Title:
Course Code: EMKT-6504

Submitted To:
Prof. Dr. Md. Jakir Hossain
Professor,
Department of Marketing
Jagannath University

Submitted By:
Sln Name ID Batch Section
1 Md. Adnan Habib M20190204317 19th A
2 Md. Hasnath Jaman Rashu M20190204322 19th A
3 Md. Jakir Hossain M20190204333 19th A
4 Abdullah Al Mamun M20190204339 19th A
5 Mohammad Abul Khayer M19160204308 16th A
6 Md. Saidur Rahman Sanjid M19160204331 16th A
7 Md. Afnan M19160204338 16th A
To,
Prof. Dr. Md. Jakir Hossain
Professor
Department of Marketing

Subject: Application for Submission of Attitude of the Consumers/Buyer Toward Ice-Cream

Dear Sir,
Pls be informed that, WE the student of EMBA 19th & 16th Batch, Section A. We have prepared
an assignment report on Attitude of the Consumers/Buyer Toward Ice-cream

We therefore pray & hope that you would be kind enough to grant our assignment report.

Sincerely Yours,

Sln Name ID Batch Section

1 Md. Adnan Habib M20190204317 19th A
2 Md. Hasnath Jaman Rashu M20190204322 19th A
3 Md. Jakir Hossain M20190204333 19th A
4 Abdullah Al Mamun M20190204339 19th A
5 Mohammad Abul Khayer M19160204308 16th A
6 Md. Saidur Rahman Sanjid M19160204331 16th A
7 Md. Afnan M19160204338 16th A
Table of Content:
Sln Particular Page No
1 Executive summary 4
2 Objective 4
3 Research Design 4
3.1 Primary data 4
3.2 Secondary data 4
3.3 Size 4
3.4 Sample method 4
4 Data Analysis & interpretation 4
4.1 Gender classification 4
4.2 Age classification 5
4.3 Occupation of respondent 5
4.4 Consumption classification 6
4.5 Pack size preference 6
4.6 Flavor preference 7
4.7 Brand Preference 7
4.8 Buying attributes 8
5 Limitations of the Study 7
6 Recommendation 7
7 Conclusion 7
References 8
Questionnaire 9
1. Executive Summary:
In this paper, attitude of the Consumers/Buyer Toward Ice-cream was studied. A quantitative
survey was conducted to explore public attitude about buying ice cream. Self-administered
questionnaires, focused on ice cream consumption, pack size preference, knowledge of the foods
with specific health benefits i.e. ice cream, availability of ice cream. The criteria determining the
choice of ice cream: frequency of consumption, preferred type of ice cream and other factors
determining the purchase of ice cream were evaluated. The results of the study showed that
consumers preferred ice cream in cup with different flavors.

2. Objective of the Study:

Attitude of the Consumers/Buyer Toward product is a feeling of favorableness or unfavorableness
that an individual has towards an object. As we, all know that an individual with a positive attitude
is more likely to buy a product and this results in the possibility of liking or disliking a product.

3. Research Design:
3.1. Primary Data
Primary data is that data which is collected for the first time. It is original data for the purpose of
collecting of primary data, questionnaires were filled by the respondents.

3.2. Secondary data

It is collected from different articles, journals, and websites.

3.3. Size
In this study, the size of sample is 100 respondents.

3.4. Sample Method

Sampling is the selection of some part of an aggregate or totality on the basis of which it is made.
Convenient sampling is used in this research.

4. Data Analysis & Interpretation:

4.1. Showing gender classification of respondents

18%
Gender

82%
Male Female

Interpretation:
From the above graph 4,1 we may interpret that. Majority of respondents are male.
4.2. Showing age classification of respondents:

Age
Below 20 20-30 30-40 40-50 Avobe 50

10% 0%
15%

27%

48%

Interpretation:
From the above graph 4,1 we may interpret that; Majority of respondents are in the age group of
20-30. The people are adult and more conscious to choose product.

4.3. Showing occupation of respondents

Occupation
75%

58%

18%
14%
7%
4%

Private Service Student Housewife Business Teaching Govt. Service

Interpretation:
From the above graph 4.3 we may interpret that; majority of respondents occupation are private
service.
4.4. Showing ice cream consumption by respondents:

Consumption
2%

98%
Yes No

Interpretation:
From the above graph 4.4 we may interpret that; majority of respondents are eat ice cream.

4.5 Showing pack size preference of respondents

Pack Size Preference

36%

28%
25%

11%

Stick Cup Try Cone Box

Interpretation:
From the above graph 4.5 we may interpret that; majority of respondents prefer pack size is stick.
4.6 Showing flavor preference of respondents

Preferable Flavor

35%

25%
22%
18%

Vanilla Strawberry Chocolate Butterscoth

Interpretation:
From the above graph 4.6 we may interpret that; majority of respondents most prefer flavor is
vanilla & Strawberry.

4.7 Showing buying brand by respondents

Preferable Brand
33

28

15

9 8
5
2

Igloo Polar Lovello Bloop Za 'N Zee Savoy Kwality

Interpretation:
From the above graph 4.7 we may interpret that; majority of respondents most prefer brand is Igloo
& Polar
4.8 Showing buying attributes of Ice-Cream by respondents:

Buying Strongly Preferred Neutral Not to Strongly not Total

Attributes Preferred Preferred to Preferred
Brand 31 44 15 10 - 100
Taste 37 44 15 4 - 100
Price 42 35 6 8 9 100
Packaging 12 20 15 30 23 100
Availability 28 39 22 11 - 100
Quality 47 40 13 - - 100
Varity 22 52 12 14 - 100

5. Limitations of the Study:

• Difficulties in gathering primary data
• Insufficient source of data
• Time limitation
• Data error

6. Recommendation:
The ice cream consumer makes a purchase decision by considering brand, favorite taste and the
price. The price determines the brand and manufacturer of ice cream. Manufacturer should keep
follow their brand image, competitive pricing, good taste and attractive pricing. Always keep
consideration about age group people, who are use to buy ice-cream in regular interval.

7. Conclusion:
Igloo & Polar is the most popular brand in Bangladesh. Among the respondents the buying habit
of age group is 20-30, who are usually buys ice-cream in regular interval. Vanilla & strawberry
flavor ice-cream are more preferred flavor for respondent. The most influential psychometric
motive of ice cream consumption was consuming a tasty dessert and not delivering calories.
Perception about current market price of ice cream was mixed; independent income earning
consumers reported strong attributes towards price of ice cream. This research adds some insights
of consuming ice cream in Bangladesh which provides important product related features to the
ice cream producers.
References:
• https://www.wikipedia.org/
• https://www.google.com/
• https://www.scribd.com/home
 Questionnaire

Questionnaire for the Attitude of the Consumers/Buyers Toward Ice-Cream

(Highly confidential and will be used only for academic purpose)
This questionnaire has been designed to have your opinions about the attitude of the consumers/buyers
toward icecream in Bangladesh. Please provide the following General Information. Below that you will
notice some parameters/statements under the heading Classified Information. You are requested to read
each event and indicate your opinion you feel appropriate:

General Information
(Please put a ring (O) or tick (√ ) on each of the following statements to provide your opinion. Please don’t
leave any statement without providing your opinion)
01. Name of the Respondents: ……………………………………………………..
02. Gender: A. Male B. Female
03. Marital Status: A. Married B. Unmarried C. Widow
05. Age of the Respondents (in years): A. Below 20 B. 20 to 30 C. 30 to 40
D. 40 to 50 E. Above 50
06. Educational Level: A. Below SSC B. SSC C. HSC D. Graduate
E. Masters F. Above Masters
07. Occupation: A. Student B. Govt. Service C. Private Service D. Business
E. Teaching F. Housewife G. Retired H. Others (Pleas specify) ……

Classified Information
08. Have you eat ice cream?
A. Yes B. No
09. How often you eat ice-cream?
A. Daily B. Weekly C. Monthly D. Ocassionaly. E. Not at all
10. Which pack size you prefer?
A. Try cone B. Cup C. Box D. Stick
11. Which brand’s Ice-cream do you like most?
A. Igloo B. Polar C. Za ’N Zee D. Bloop E. Kwality F. Lovello G. Savoy F. Othres
12. What are your flavours of your choice
 A. Chocolate B. Vanilla C. Butterscotch D. Strawberry E. Others (Please specify).........
13. From where do you buy an Ice-Cream?
A. General Store B. Modern Retail Shop C. Super Shop D. Ice Cream Parlor

14. Rate on a scale of 1 to 5 the importance for you of following attributes while buying an Ice-cream

Attributes 1 2 3 4 5

Brand

Taste

Price

Packaging

Availability

Quality
Varity

15. Taste of your buying Ice-Cream brand?

A. Very Good B. Good C. Bad D. Very Bad
16. Price of your buying Ice-Cream brand?
A. All Right B. So Much C. Much more D. Not Aware
17. Packaging of your buying Ice-Cream brand?
A. Attractive B. Very attractive C. Average D. Not attractive
18. Quality of your buying Ice-Cream brand?
A. Good B. Very Good C. Bad D. Very Bad

Thank you for your sincere cooperation