A Study On Customers Satisfaction towards Natural’s ice cream, with reference to

Telibandha Raipur (C.G.)

A Project Report
Submitted To
Pt. Ravi Shankar Shukla University, Raipur (C.G.)
For
Partial Fulfillment of the Requirement for the Award of Degree of Bachelor’s of Business Administratin

By Deepak Agrawal

VIth Semester
 Enrollmnt Number -ac/23149
Approved By Guided By
Dr. A.K. Tiwari Mr. P shiv kumar
Principal Assistant Professor
Disha College, Raipur Disha College, Raipur

Department of Management

Disha College, Disha Park, Ramnagar Kota Road, Raipur (C.G.)

Session: 2019-20
 CERTIFICATE OF DECLARATION

This is to certify that the project report entitled “A Study on consumer satisfaction
towards naturals ice cream with reference to raipur city”
done by me is an authentic work carried out for the partial fulfillment of the
requirements for the award of the degree of Bachelors of Business. Administration
under the guidance of Mr. P. shiv kumar.

Deepak Agrawal
BBA 6th Semester
Disha College, Raipur
 CERTIFICATION OF GUIDE

This is to certify that the project work entitled “A Study on consumer satisfaction
towards Natural’s ice cream with reference to raipur city(C.G)”
submitted in partial fulfillment of the requirement for the award of Degree of Bachelor’s
of Business Administration at Disha College, Raipur affiliated to Pt. Ravi Shankar
Shukla University, Raipur is the genuine work done by my student under my guidance
and supervision. The matter embodied in this project has not been submitted to any
other university or institute for the award of any other degree or diploma to the best of
my knowledge.

Mr. P shiv kumar

Assistant Professor
Disha College, Raipur
 CERTIFICATE OF APPROVAL

This is to certify that the project work A Study on consumer satisfaction towards
Natural’s ice cream with reference to raipur (C.G)” submitted by Deepak Agrawal
in partial fulfillment of the requirement for the award of the degree of “Bachelors
of Business Administration” session 2019-20 at Disha College affiliated to Pt.
Ravishankar Shukla University, Raipur is a record of the students own work. This work has
not been submitted to any other university or institute for the award of any other
degree or diploma, to the best of my knowledge.

Dr. A. K. Tiwari
Principal
Disha College, Raipur
 ACKNOWLEDGEMENT

I would like to thank all the partners of natural’s ice cream, who have given their kind
concern and time for conducting this research. I do hereby acknowledge the contribution
of my guide that had made possible all available resources needed in my project.
I would like to thank all the staff members of natural’s ice cream for providing necessary
assistance and data required.
I would like to express my special thanks of gratitude to Dr. A. K. Tiwari, Principal,
Disha College for his efforts and help provided to me to get such an excellent
opportunity.
I am deeply indebted to my faculty members from the Department of BBA whose help,
stimulating suggestions, encouragement and helping me in research for this project.
Further, I would like to thank my guide Mr. P.shiv kumar without his help, it would not
have been possible for me to complete this project.

Deepak Agrawal
BBA 6t h Semester
Disha College, Raipur
 TABLE OF CONTENT

Chapter Page
Name of Chapter
No. No.

Chapter 1 Introduction 1-10

Chapter 2 Company Profile 11-15

Chapter 3 Research Methodology 16-19

Chapter 4 Data analysis and interpretation 20-23

Chapter 5 Findings and limitation 24 -26

Chapter 6 Suggestion and conclusion 27- 28

Chapter 7 Questionaire 29- 26
 CHAPTER-1
INTRODUCTION
 This project is made to make a proper study on “natural’s icecream” and to know
satisfaction & behaviour towards it. This was done by taking into consideration “ natural
ice cream” this project includes certain information about naturals icecream its facts,
history sales, consumers etc. its tells us about consumer behaviour and reaction made to
make a proper study of naturals icecream & to know customer.

1.1 MARKETING
1.2 Definition of Marketing
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners,
and society at large.

Definition of Marketing Research

Marketing research is the function that links the consumer, customer, and public to
the marketer through information–information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve understanding of marketing as a
process. Marketing research specifies the information required to address these
issues, designs the method for collecting information, manages and implements the
data collection process, analyzes the results, and communicates the findings and their
implications.
1.3 Marketing Management Philosophies

There are five marketing concepts. A company should choose the right one according to
their and their customers’ needs.

§ Production
Concept § Product
Concept
§ Selling Concept
§ Marketing Concept
§ Social Marketing Concept
 4Ps
Product- Fresh and pure,
traditionally made ice cream

Price- VFM

Promotion- Word of Mouth

Place- Franchised
outlets
1.4 CONSUMER BEHAVIOUR

What Is Consumer Behaviour?

Consumer behaviour is very important to understand what influences the buying decisions
of the consumers and why does it so.
By understanding how consumers decide on a product it is possible for marketers to fill in
the gap and identify which product is needed and which products are obsolete in the
market. It also helps marketers decide how to present their products such that they have
maximum impact on consumers.

1.5 Importance Of Consumer Behaviour

Consumer behaviour is the study of individuals’, groups’ and organizations’ decisions with
regard to the selection, purchase, use, and disposal of goods, services, ideas, or
experiences to satisfy their needs and wants.
In simple words:
Consumer behaviour is the study of how consumers make decisions about what they
need, want, and desire and how do they buy, use, and dispose of goods.
1.6 Factors Influencing Consumer Behaviour

Psychological factors
The perception of a particular problem is unique to every individual and so is the
perception of different products. Psychological factors can be influenced by the present
situation, perception of needs and problems, the ability to process information and their
individual attitude. Thus, marketers have to focus how they portray their product and what
psychological effect it has on consumers.

Personal factors
Personal factors are governed by an individual’s personal choices and preferences,
interests, likes and dislikes. The sub-factor influencing personal factors can be age, gender
and personal issues.

Socio-Cultural factors
Social influence is one of the major driving forces while making a decision. Social class,
income, living society, company an individual keeps; workplace, etc. can have a major
effect on consumer behaviour. Of course, influencers and other opinion leaders have a
major role in an individual’s decision-making process too. Other factors include
religion, race and nationalities.
1.7 Consumer Buying Process

Now consumer behaviour eventually boils down to this step. How a consumer
decides on which product he is going to buy. This is based on a set of steps each
consumer follows :
Problem Recognition
When a consumer realizes that he has a problem with the existing products, needs
replacement or has to buy a new product because his demands require a purchase. He
sets the chain in motion.

Information Search
The consumer looks for prospective replacements or products that will fit his requirement
perfectly. The sources of information are usually personal (based on personal research),
public (based on public opinion), commercial (information pushed in by the vendor),
experiential (a previously used product).

Evaluation Of Alternatives
Based on the consumer’s research, they decide which products are to be shortlisted. And
which one of the competition is to be eliminated. The two basic models of choice are:

Conjunctive: Where the minimum threshold acceptable quality of all attributes is the
deciding factor.

Lexicographic: When the most important attribute is preferred even if that means a
slightly lesser quality in other aspects.
Purchase Decision

As it suggests, after factoring in all the pros and cons of a product, the consumer
makes the purchase decision at this step.

Post-Purchase Behaviour

Depending on the user experience, the consumer may recommend the product to
people or slash the product if their experience isn’t good. The post-purchase
behaviour of social influencers is very important to the initial market and this may be
the most underrated point of influence that your product creates.
1.8 CONSUMER SATISFACTION

Customer satisfaction is defined as a measurement that determines how happy

customers are with a company’s products, services, and capabilities. Customer
satisfaction information, including surveys and ratings, can help a company determine
how to best improve or changes its products and services.

An organization’s main focus must be to satisfy its customers. This applies to industrial
firms, retail and wholesale businesses, government bodies, service companies, nonprofit
organizations, and every subgroup within an organization.
WHAT DOES IT TAKE TO SATISFY THE CUSTOMER?

Organizations should not assume they know what the customer wants. Instead, it is
important to understand the voice of the customer, using tools such as
customer surveys, focus groups, and polling. Using these tools, organizations can gain
detailed insights as to what their customers want and better tailor their services or
products to meet or exceed customer expectations.
 CUSTOMER SATISFACTION

Natural,
fruity,
Brand ice
Position cream-
unique
taste
Identity
Natural
Image Fruity
(Perception) Fresh
Traditional
Fruity
100% Veg

Brand Identity and Image

Customer’s Mind
 CHAPTER-2
COMPANY PROFILE
 2.1 NATURAL’S ORIGIN

• 1984- Fell out with brothers, opted out of Gokul’s

• On his own, focus on traditionally made ice creams
• Completely natural, no artificial flavour’s or preservatives
• Industrial ice creams- 2 key players- Kwality & Vadilal
• Investment- Rs 3L (Settlement+ Own+ friends), Juhu outlet
• "Mumbai gives everyone a chance, so I was not scared to experiment here. I hired 3 people and insisted my just
married wife also join me in the business. I did not spend too much doing up the interiors; I kept my outlet simple.
I had faith that my products would speak for me.”
 2.2 DEFINING MOMENTS

• Raghunandan Srinivas Kamath.

• 1960s- Failed Class VII, in

Mangalore, packed off to
Mumbai.

• 1984- Fell out with brothers,

opted out of ice-cream business
‘Gokul's’.

• 1994- Lost everything in tax

arrears to IT Dept, lesson learnt
led to expansion
 2.3 COMPANY PROFILE

• Kamaths Ourtimes Private Limited is a private firm . It was founded by Raghunandan S Kamath , who
opened its first store at Juhu , Vile Parle ( Mumbai) in 1984. The company manufactures under Kamaths Ourtimes and
retail operation under its subsidary company Kamaths Natural Pvt. Ltd. Kamaths Ourtimes is an ISO 22000:2005
certified company.

• VISION & MISSION

To be known as the only natural icecream palor in the philippines.

§ To delight and serve our customer with the finest quality all-natural icecream a wide variety of innovative flavours.
 OBJECTIVE of naturals

Ø To know the customer behaviour towards product of Natural’s.

Ø To know the customer satisfaction towards personal selling of Natural’s.
Ø To know the customer satisfaction towards promotion activities of Natural’s.
Ø To know the customer satisfaction towards physical evidence of Natural’s.
 Natural- STPD

Segment

Urban middle+ fly Target

Traditional &
who celebrates
fruity ice
cream lovers Positioning
Fresh, natural &
fruity ice creams Differentiation
Unique taste,
exotic fruity
flavours
 CHAPTER-3
RESEARCH AND METHODOLODY
 3.1 Research Methodology:

An Introduction Meaning Of Research Research may be very broadly defined as systematic gathering of data and
information and its analysis for advancement of knowledge in any subject. Research attempts to find answer intellectual and
practical questions through application of systematic methods.

Webster’s Collegiate Dictionary defines research as "studious inquiry or examination; esp: investigation or experimentation
aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, or
practical application of such new or revised theories or laws".
3.2 TYPES OF RESEARCH
RESEARCH DESIGN Descriptive Research Design

SAMPLING DESIGN

Population All the customer who visited Natural Ice

cream Parlour and purchased during the
survey period.

Sampling Frame The customers visited and purchased

between 5.00 pm to 8.00 pm.
Individual visited & purchased in ice
Sampling Unit creame parlour during survey period.

Sample Size 100 Customers

Sampling Technique Non Probability Sampling –
Convenient sampling
 DATA COLLECTION

Primary data
Sources

Tools Structured Close Ended

Questionnaire

DATA ANALYSIS

Tools And Techniques Percentage

Data Presentation Table And Pie Charts
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
 4.1 Geo-Spread

• Franchisee model

• 52 branches- Mumbai, Pune, Thane and

Ahmedabad .

• 2010- Delhi and Bangalore

• Juhu Scheme branch still big money-

spinner, Rs 3.5 crore pa.

• Tap home delivery- 33% sales

• Start all-India phone/net service.
 4.2 Financials

• 1984- Rs 3L investment
• Lean set up helped manage
initial hiccups.
• 1st Sunday- Rs1400 from 1st
300 scoops (12kg) Sitafal
ice-cream sold

• 2009- Sales Rs 25 cr
• Rs 10L from 3.5T ice
cream daily
• Net profit Rs 1.5 cr, to
double to Rs 3 cr in 2010
4.3 STATISTICS

The favorite flavours of ice cream for students of a school is given in

percentages as follows. Represnt this data by a pie chart.

Other
Chocolate Vanilla Strawberry
Flavours flavours

Percentage
of students
40% 30% 20% 10%
preferring
the flavours
 4.4 Sweet ambitions

• Now called ‘Our Times Ice Cream’ Pvt Ltd

• Stay focussed on ice creams
• 25 years to open 50 outlets, now opening 50 in 2010
• Penetrate most Indian cities
• Scale up factory from 4,500 to 20,000 sqf
• From 10,000 to 15,000L daily in 2010
• “Being a technical person, it is not very difficult for me to supervise such an
expansion, we are ready to take the next step forward.“
• NPL- Sugar-free kulfi ice creams
• Son Shrinivas joined the family business
 CHAPTER-5
FINDINGS AND LIMITATIONS
 5.1 FINDINGS

Mumbai-based ice cream parlour chain Natural will invest ₹ 50-75 crore to add 100
stores in cities across north, south and west India over the next five years, said a
senior executive at the company, which on Wednesday opened its first store in the
capital.

Natural Ice Cream is seeking to build a retail footprint as it moves away from a
franchise model to a company-owned and operated one.

The two-decade-old family-run business has 118 parlours across south and west
India, selling 19 flavours of ice cream including tender coconut and jackfruit. It also
has 116 franchise-run outlets. Srinivas.

Most new additions will be company-owned, said Srinivas Kamath, director, Natural
Ice Cream.

“Over the years we’ve realized that cost of opening a franchise outlet has gone up
dramatically, owning to expensive real estate," said Kamath. “Plus we want to
control quality over our products and supply chain."
 5.2 LIMITATIONS

The problems and limitations of survey research

The dissatisfaction experienced with conventional approaches to survey research led

to the search for new approaches, strategies and alternative research methods. I
would like to review some of the general limitations recognised by different
researchers and point out others more specific to health research.

The use of closed questionnaires and pre-coded forms often elicit an incorrect,
evasive or deliberately wrong answer. There are few references to the
occurrence and importance of lying informants in survey research
 CHAPTER-6
CONCLUSION & SUGGESTIONS
 6.1 SUGGESTION

THERE ARE NO OPINIONS THAT THE ICE CREAME INDUSTRY IS FAIRYING VERY WELL
IN INDIAN MARKET, SINCE THE EARLY 90’S : HOWEVER IT CAN PERFORM BETTER IN
THE MARKET OF IT.

1-The distribution network should be made stronger so that the customer don’t
feel dissatisfied for service, sales & stocks.

2- The company should always go for quality.

3- The R&D base should b made stronger.

4- publicity and advertisment should be board because competition is more.

5- comapany should provide promotional scheme to the customers.

 6.2 CONCLUSION

Natural ice cream has achieved its success sans advertising and also seems
confident that it is a household name as it has a stream of loyal customers. It
has created a niche which keeps at bay the threats posed by any new entrant.
Now with the increasing opportunities and the expanding market through
India’s liberalisation Kamath sees the need to expand.

It is continuing to innovate and experiment to provide new and unique flavours

to its consumers. It already has around 100 natural flavours, Lately ice cream
market has witnessed.
 CHAPTER-7
QUESTIONNAIRE
 QUESTIONNAIRE

• NAME :- Deepak Agrawal

• AGE :- 20
• GENDER :- Female

HS :- Highly satisfied S :-
Satisfied
M :-Moderate U :-
Unsatisfied
HU :- Highly Unsatisfied
Rate the product Quality and taste of natural’s ice cream ?

Particular No. of Respondents Percentage

Highly satisfied 40 40%

satisfied 30 30%

moderate 15 15%

Highly unsatisfied 10 10%

5%
unsatisfied 5 5%
10%
40%
15%

30%
How well is the knowledge of the staff about the products at store ?

Particular No. of Respondents Percentage

Highly satisfied 33 33%

satisfied 22 22%

moderate 15 15%

Highly unsatisfied 16 16%

unsatisfied 14 14%
14%
33%
16%

15%
22%
Are you satisfied with the cleanliness of the store ?

Particular No. of Respondents Percentage

Highly satisfied 30 30%

satisfied 20 20%

moderate 25 25%

Highly unsatisfied 15 15%

unsatisfied 10 10%

10%
30%
15%

25% 20%
Are you satisfied with the variety of product ?

Particular No. of Respondents Percentage

Highly satisfied 45 45%

satisfied 20 20%

moderate 17 17%

Highly unsatisfied 8 8%

unsatisfied 10 10%

10%
8%
17% 45%

20%
Are you satisfied with home delivery facility of the store ?

Particular No. of Respondents Percentage

Highly satisfied 10 10%

satisfied 12 12%

moderate 10 10%

Highly unsatisfied 40 40%

unsatisfied 28 28%
10%

28% 12%

10%

40%