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V patel institute of management

Company : Havmor ice cream
Name : Deep malani
Mentor name : Miss.Prinsa Patel


In presentation I include company history
(mission, vision and objective And ETC)
after the history next is literature review

Topic : Customer Attitude towards

Havmor Ice Cream PVT.LTD
History of company:

Small Beginning, Big Vision, Great Ambitions. Havmor Ice Cream began its
branded life in 1944 in Karachi, in undivided India. By 1947, it was a popular
local brand there. But in 1947, in the wake of the partition, its founder Satish
Chona had to join the exodus into India, with virtually no moveable assets.
Searching for a new turf, he tried out Dehra Dun and Indore, and finally,
settled down in Ahmedabad.

'Havmor' - a neologism for 'Have More' - which meant the customer got
more value for money, and more taste to relish from his Ice Creams.
From the Present to the Future

• The West was won by taste, innovation and quality. It is available through 20,000 +
outlets across Gujarat, Maharashtra, Rajasthan and Madhya Pradesh.

• Havmor has more than 160 products, possibly the most extensive range in India.

• The third generation- Ankit Chona- is contributing to the business, building on the
core values. He is the driving force in expanding the Restaurant Division as well as
popularizing the Company owned Ice cream and Fast Food Parlours - Hav Funn.

• The Chonas will also continue to own about 40 Hav Funn ice-cream parlours run by
Havmor Restaurants
Over Major competitor :

• Kwality Wall’s (founded 1956)

• Vadilal (founded 1907)
• Amul (founded 1946)
• Baskin Robins (founded 1945)

Product :

There are so many product and verity of product available in market and retail store

Promotional activity
It recognises that these are competitive times and promotional activities are necessary
to create positive brand awareness amongst its customers.

• Havmor to spend Rs 40 crore annually towards marketing

Havmor has been the recipient of various awards and trophies like Times Food
Award in the year 2008 in the category of Best Ice Cream by Times of India.
Havmor also promotion on wearies medium it follows
 Television
 News Paper
 Online marketing
 Pay per click Marketing
 Social Media Marketing
 Mobile Marketing
Vision, mission and Corporate Goals & Objectives:

Our Vision
• By the year 2020 we will be amongst the top three Ice cream brands in India with a
turnover exceeding Rs.15 billion.

Our Mission
HAVMOR, are committed to offer the finest quality products to our customers at the
best value for money , driven by the motto of GOODNESS ( ACHAI)

Our objectives
To expand business in India and to attract customers with satisfaction
SWOT Analysis
 Varieties of ice cream flavours
 Innovative frozen food
 Strong market share in India

 High price
 Less market share in rural areas

Increase production due to new installation of technology

Increase number of competitors
Sr no Author & year Title Objective Source of Test & Result
data methodology

1. Dr.Hannah Wanjiku Customers’ Attitude The purpose of this paper primary data The findings could
Wambugu(2014) towards Milk packaging is to analyze consumers’ 1000 consumers enable retailers and
design and product in attitudes towards milk milk processing
Kenya. packaging designs companies to have
available in Kenya better understanding
of Kenyans’ attitude
towards milk packaging

2. HINGE RASHMI A STUDY ON CONSUMER Amul is launch a new Non-probability As per the study most
C.(1996) Attutide TOWARDS AMUL product. sampling of the consumers
ICE-CREAM VIS-A-VIS 400 consumers preferred Amul as
favorite brand of Ice-
CITIES cream because of good
quality, better
avaibility with
reasonable price range.

3. Svit Koren(2015) THE IMPACT OF The main objective of this online survey According to ranking of
CONSUMER ATTITUDES labelling is to inform the total sample size of the determinants of
TOWARDS CHOCOLATE consumer in a way that 72 consumers’ willingness
can promote sustainable to purchase these
ON BUYING PROCESS consumption. products, the price
plays the most
important role.
4. Dr.V.Kannan(2017) CUSTOMERS PREFERENCE AND Britannia products are liked primary and secondary Customers ask for specific
ATTITUDE TOWARDS by all individuals irrespective data biscuits of Britannia in
BRITANNIA PRODUCTS – A of age and sex. 300 respondents retail shop because of their
advertisement. If the
particular brand is not
REFERENCE TO THENI DISTRICT available they would not
– TAMILNADU recommend any other

5. Leslie J. Butler, Marianne Consumer Attitudes toward shows that consumers had personal interviews It appears that consumers
McGarry Wolf, and Stacey Milk Products Produced from similar purchase interest for examines 230 will react negatively when
Bandoni(2006) Cloned Cows the full-priced product they learn of the change in
production method and
may purchase a different
brand or type of milk.

6. Ramona Weinricha , Sarah Consumer Attitudes in There is currently much cluster analysis The results give
Kühlb , Anke Zühlsdorfc , Germany towards Different debate surrounding the 100 German recommendations for
and Achim Spiller(2014) Dairy Housing Systems and housing systems for dairy consumers farmers, constructors of
Their Implications for the cattle. animal sheds, agricultural
Marketing of Pasture Raised technology and the
Milk processing dairy industry
concerning strategic
7. Shimelis Admassu Emire1 and Consumer Attitudes Analysis of This study was conducted to structured interview The results revealed that kefir
Worku Tuffa Birru(2011) Kefir: Implication for Dairy Product explore consumers’ attitudes for a 743 respondents can be processed with the
Diversification in Ethiopia fermented dairy product-kefir existing technologies in the
Ethiopian context and has good
nutritional composition and the
processing technology provided
microbiologically non-
hazardous end product.

8. Zhang, Minzhu(2005) CONSUMER ATTITUDES AND This study aimed to understand quantitative online survey The results also inform and
BEHAVIOUR TOWARDS HONEY IN Chinese honey consumers by n=376 encourage the enterprises to
CHINA exploring their purchase and develop innovative products
consumption behaviour, that satisfy diverse consumer
knowledge, familiarity with the needs, and to exploit the
honey label and beekeeping. growing trends like online

9. Nurazariah abiding,hafizzah Consumer Attitude and Uniqueness Product quality is rapidly data screening process This study was conducted to
bashira borhan(6 October 2015) towards International Products. becoming an important 350 questionnaires understand purchase intention
competitive issue. in terms of different variables
that are forecasted to be
interrelated with each other
Mark teain(1999) Consumer Attitude Food Quality and regarding consumerperceived random sampling evaluate the use and efficacy of
10 Preference. product attributes have been used technique check-all-that-apply (CATA)
in consumer studies to determine 50 respondent data for the creation of
what sensory attributes may be preference maps, and to
characteristic of a compare these maps to
specific product classical external maps
generated from traditional
sensory profiles.

11. Voicu Mirela-Cristina (1998) A quantitative research of Knowing the consumers' attitude personal survey we could conclude that
consumer’s attitude towards food towards the advertising 385 persons advertising is still regarded with
products advertising. phenomenon has different reluctance and skepticism in
Romania, it is attributed with a
limited utility and it is usually
regarded as annoying.

12. Dr. Neha Parashar1 Ms. Sakina A STUDY ON CUSTOMER’S ATTITUDE A research on the changing primary and secondary129 The special apps are a
Ghadiyali(2015) AND PERCEPTION TOWARDS market for food delivery respondents convenient way for the
DIGITAL FOOD APP SERVICES. consumers to place orders and
for the company to attract
further more consumers but
the comfort of usage must be
given a higher preference.
13. Paul rozin,Christy Attitudes towards large Variety in food choice is Stratified sample the modern developed
Shields(June 2006) numbers of choices in the part of the formula for approximately 180 world, further work in
food domain: A cross- success in generalist people. this area would be
cultural study of five animals. justified, from the
countries in Europe and the perspectives of both
USA basic psychology and

14. SuboohYusuf, Zeenat Consumer Attitude and "Green Marketing" refers Through random that Companies and
Fatima(2015) Perception towards Green to holistic marketing sampling. 70 countries must deal with
Products concept wherein the respondent current and longer-term
production, marketing environmental issues
consumption and disposal while simultaneously
of products and services working on current
economic challenges.

15 Preeti A Study on Consumers’ Degradation of this study was 105 demographic factors
Pillai,Dr.S.O.Junare(2016) Perception towards Eco- environment has led to using convenience such as age, gender,
friendly Products in increase in environment nonprobability education and
Ahmedabad occupation did not have
conscious consumers sampling technique
significant impact eco-
demanding eco-friendly friendly perception of
products. the respondents.
16. Witold Kozirok(2017) Consumer Attitudes and The aim of the paper is to Random sampling The diversity in ED consumer
Behaviour Towards Energy identify selected consumer 507 people behaviours indicates the
Drinks behaviours and attitudes need to take these
towards “energy drinks” (ED). differences into account in
the product offering

17. NRamya, Akshaya C, A study on consumer perception They continue by stating that primary data collected From the analyze of
Haripriya M and Jamuna towards Cadbury chocolate with humans also perceive in a of 50 respondents consumer perception
S(2017) special reference to Coimbatore kinaesthetic mode and in a towards Cadbury dairy milk
vestibular mode. chocolate, the researcher
concluded that, the
consumer level of
satisfaction are good

18. VISHITA KHANNA(2015) Consumer behaviour towards This represents sustained Non-probability The survey revealed about
selected dairy products in growth in the availability of sampling. 125 the perception of packaged
selected cities of Gujarat. milk and milk products for Respondents dahi and homemade dahi
growing population of the amongst respondents based
country. on various parameters like
cost, health, consistency,
convenience, storage time,
19. Tina Vukasovič(2009) Attitudes towards organic Organic food market is very face to-face survey According to the research
fruits and vegetables challenging in Europe and N=520 results an important key
developing rapidly with factors for the
different rates between development of the
western and eastern part. organic market in EU
member state are
education and
information to
consumers about organic
agriculture and products

20. Miss.SaraniyaDevendra(2 CONSUMER ATTITUDE it is useful to identify the Likert’s scale 200 Further analysis of
000) TOWARDS FAST FOOD Consumer Attitude towards customers regression model with
CONSUMPTION Fast Food Consumption, intercept indicates that it
since the Sri Lankans needs additional suitable
change their behavior to variables to predict
have fast foods of unexplained variation of
developed countries 40% of the FFC.
Objective of Study & Methodology:

Problem Statement:
• To study a customer attitude towards Havmor ice cream

Research OBJECTIVE :
Primary objective:
• To find out the Customer attitude towards Havmor ice cream.

Secondary objective:
• To study impact of demographic factor of customer on buying behaviour.
• To find out customer flavour preference.
Research Method:
Research Design
• There are three types of research design so I follow only one
Descriptive research design

Definition of Descriptive research design:

Descriptive research is used to describe characteristics of a population or
phenomenon being studied. It does not answer questions about
how/when/why the characteristics occurred. ... Thus, descriptive
research cannot be used as the basis of a causal relationship, where one
variable affects another.

Why I am us this research designs?

Research Instrument:
Questionnaire is used for the purpose of data collection as the research instrument.
Sample Size
100 Questionnaires paper filled from Varachha and Adajan area.

Sampling Technique
Non-Probability Sampling
Non-probability sampling is a sampling technique where the odds of any member being
selected for a sample cannot be calculated. It’s the opposite of probability sampling.

In the non-probability sampling technique there are wearies types but I follow only one
is purposive Sampling

Where the researcher chooses a sample based on their knowledge about the population
and the study itself. The study participants are chosen based on the study’s purpose.

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.
Thank You