Admin BBA-HNC Teacher incharge: Ms.

Sonam Mehta

Unit Title: Research Project

Unit Code: 4

Date Issued

Assignment Brief - General

Student Name Priyanka Katke Lecturer Name: Ms Sonam Mehta

Student ID

Date Received

Internal Verifier Name Alankrita Bista

Rules and regulations: Plagiarism is presenting somebody elses work as your own. It includes: copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort; copying another students coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the procedures set down by the College. Please see your student handbook for further details of what is / isnt plagiarism.

Coursework Regulations
1 Submission of coursework must be undertaken according to the relevant procedure whether online or paper-based. Lecturers will give information as to which procedure must be followed, and details of submission procedures and penalty fees can be obtained from Academic Administration or the general student handbook. All coursework must be submitted to the Academic Admin Office and a receipt must be obtained. Under no circumstances can other College staff accept them. Please check the Academic Admin Office opening hours. Late coursework will be accepted by Academic Admin Office and marked according to the guidelines given in your Student Handbook for this year. If you need an extension (even for one day) for a valid reason, you must request one. Collect a coursework extension request form from the Academic Admin Office. Then take the form to your lecturer, along with evidence to back up your request. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick. The completed form must then be returned to Academic Admin for processing. This is the only way to get an extension. General guidelines for submission of coursework: a) All work must be word-processed and must be of good standard. b) Document margins shall not be more than 2.5cm or less than 1.5cm c) Font size in the range of 11 to 14 points distributed to including headings and body text. Preferred typeface to be of a common standard such as Arial or Times New Roman for the main text. d) Any computer files generated such as program code (software), graphic files that form part of the course work must be submitted either online with the documentation or on a CD for paper submissions. e) The copy of the course work submitted may not be returned to you after marking and you are advised to have your personal copy for your reference. f) All work completed, including any software constructed may not be used for any purpose other than the purpose of intended study without prior written permission from St Patricks International College.

3 4

Remember to keep your coursework receipt.

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Outcomes and assessment requirements

Outcomes Assessment requirements To achieve each outcome a learner must demonstrate the ability to: 1. Understand how to formulate a research specification

a. formulate and record possible research project outline specifications b. identify the factors that contribute to the process of research project selection c. undertake a critical review of key references d. produce a research project specification e. provide an appropriate plan and procedures for the agreed research specification a. match resources efficiently to the research question or hypothesis b. undertake the proposed research investigation in accordance with the agreed specification and procedures c. record and collate relevant data where appropriate a. use appropriate research evaluation techniques b. interpret and analyse the results in terms of the original research specification c. make recommendations and justify areas for further consideration a.use an agreed format and appropriate media to present the outcomes of the research to an audience

2. Be able to implement the research project within agreed procedures and to specification 3. Be able to evaluate the research outcomes

4. Be able to present the research outcomes

*Please see the Assignment Evaluation Sheet for Merit and Distinction criteria

Case Study/Background Info Part 1 After approval of your Research proposal you are required to write a research project for 6000words with the following: 1. Detailed introduction( Aims, Objectives and rationale) to the research 2. Literature review from latest and varied academic sources relevant to your selected topic. 3. Methodology chapter to explain all the research methods used in the project and justifying why and how they were used in your research

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4. Explain the type of data you require for your project and what methods you will use to collect them 5. Formulate the chosen data collection tool and indicate the collected data using appropriate methods 6. Analyse and interpret the collected data using the relevant tools 7. Conclude your report with your research findings

Description of problem to be solved

Deliverables 1. 2. 3. 4. 5.
Strengths

Cross reference to learning outcome and assessment criteria Feedback Cross reference to learning outcome and assessment criteria

Areas for Improvement

Lecturer Signature:

Date:

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Table of content No. Topic Executive summary Introduction What is research Introduction of this topic Rationale of this topic Objectives of this research Research hypothesis Operational definition Scope and limitation Review of literature Methodology of this research Types of research Sampling Types of questions Ethical issues of the research Data Analysis Findings of research Conclusion Appendix 1: consumer preference Bibliography Other sources Pg. no. 7 8 8 10 12 12 13 13 13 14 16 16 17 19 21 22 33 37 38 40 41

1.1 1.2 1.3 1.4 1.5 1.6 1.7 2 3 3.1 3.2 3.3 3.4 4 5

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No. 1.1 3.1 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 5.18 5.19

Topic

Research process Types of research Gender Age Occupation Have you ever tasted icecream Have you ever tasted Frozen yogurt before How often you eat Icecream How often do you eat Frozen Yogurt Icecream- price Icecream-variety of flavour Icecream-health factor Icecream-Brand Icecream- presentation of the product Frozen Yogurt- Price Frozen Yogurt-Variety of flavour Frozen Yogurt- Health factor Frozen Yogurt- Brand Frozen Yogurt- presentation of the product What do you prefer eating more? Why do you think peoples preference is changing from Icecream to Frozen Yogurt? 5.20 Promotion 5.21 Place of buying Frozen Yogurt

Pg. no. 8 16 22 22 23 23 24 24 25 25 26 26 27 27 28 28 29 29 30 30 31 31 32

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Executive summary

Frozen yogurt is soft frozen dessert of sweetened flavored, cultured and fermented milk product. Frozen yogurt was first introduced in England. It is made with freezing a mixture of liquids and semi solids. In this report the researcher to understand consumer preference on frozen yogurt in Mumbai conducts a research. A research proposal was prepared and approved by the faculty. Total 70 people were selected for filling up the questionnaire. Most of the questions in the questionnaire are closed ended questions. The data was collected and analyzed by the researcher. The collected data is shown in the form of graphs and pie charts. On the basis on analysis the results are also shown in this report. At the end of the repot the questionnaire of this research is attached.

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Introduction 1.1 What is a research?

According to Cambridge dictionary online, research is a detailed study on a subject, especially to discover new information or to reach a new understanding. Clover and Basley defines research as the process of systematically obtaining accurate answers to significant and pertinent questions by the use of scientific methods of gathering and interpreting information. Basically there are two main purposes for conducting a research. The first is to learn something. Research is organized learning, looking for specific things to add to your store of knowledge. The second purpose is to gather evidence on a specific topic. The process of conducting a research involves various steps such as setting a problem, gathering data, analyzing data and drawing conclusion. The process has been represented in a diagrammatic form.

fig 1.1 research process [source: http://mybusinessdrive.com/2010/12/03/marketing-research-process/]

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Process of conducting a research: The first process of research is about defining the topic. It includes understanding the topic well and describing it. Its about considering the scope and limitations of the subject and then proceeding. The second process is about developing a research question. A research question is a statement that identifies the phenomenon to be studied. The third step is literature review. A literature review is a critical and in depth evaluation of previous research. It is a summary and synopsis of a particular area of research, allowing anybody reading the paper to establish why you are pursuing this particular research program. The fourth step is constructing the argument. This process includes data collection and data analysis. After the data has been collected we should see that it is relevant to the literature review. The last process is to present all the information in a proper form as in concluding the research.

The research topic chosen by researcher is to find out Consumer Preference on Frozen Yogurt in Mumbai. Nowadays youngster in Mumbai prefers Frozen yogurt to icecream. In this research researcher try to know if this is really true and the reason behind this change.

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1.2 Introduction on the research topic Icecream: Ice cream is a cold, sweet and soft frozen food made with sweetened and flavored milk products. Usually it is eaten as a dessert. They usually contain milk, cream, fruits and flavours. It is made with freezing a mixture of liquids and semi solids. Icecream almost contains 10% of milk fat, 6% of non-fat milk solids. Ice creams are rich in flavour and are creamier. The process of making a icecream is complicated as well as delicate. Icecream industry has bought magnificent change in the rural economy of India. There are about 70,000 icecream entities in India.

Some interesting facts about ice creams: The origins of ice cream go way back to the 4th century B.C. when the Roman emperor Nero ordered ice to be brought from the mountains and combined it with grape juice and fruit toppings. In 1847, the first hand-crank ice cream maker was developed. Ice cream has been a proven comfort food in times of angsttime and time again. A study of the U.S. ice cream industry reported in 2009 that the industry blossomed through the Great Depression after the 1929 stock market crash and became a niche household happening after World War II. The current national recession has not affected the ice cream industry with sales increasing over 20 percent from the summer of 2008.

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Frozen yogurt: Frozen yogurt is soft frozen dessert of sweetened flavored, cultured and fermented milk product. Frozen yogurt was first introduced in England. Frozen yogurt is a healthy substitute of ice cream. Yogurt is comprises of 0.55 % of milk fat, 15% of milk solids, 2o% of sugar. Frozen yogurt was introduced to consumers in the 1970s. But at the start it didnt really had a scope due its bitter taste. Consumer demanded for better taste and texture. While frozen yogurts was emerged as a consumer dessert choice and substitute for ice cream, its 2003 market share in volume sales is 4%, as compared with ice cream at 80%, reduced fat and light ice creams at 11%, and sherbets and sorbets at 5%. Yogurt Chain Cocoberry is Indias first premium frozen yogurt chain.

Some interesting facts about frozen yogurt: Yogurt is actually a cultured milk product, created by adding good bacteria to milk. These healthy cultures, L. bulgaricus and S. thermophilus, are what gives yogurt its unique qualities. Tiny organisms ferment and convert the milk sugar (lactose) into lactic acid. This process creates the well-known tangy flavor of frozen yogurt. People have been creating and eating regular yogurt for over 4,000 years! Frozen yogurt was first introduced to the world in the early 1970s in New England. Frozen yogurt has had many names including: Frogurt, Humphreez Yogart and Danny.

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Comparison of Icecream with Frozen Yogurt: They both are desserts that people throughout the world enjoy. They both are created within low temperatures while constantly being churned. Ice cream was introduced 200 years before the introduction of Frozen yogurt. The bacteria found in yogurt can be found in some versions of frozen yogurt, but it will never be found in ice cream. As soon as icecream was introduced in 1776, it had a huge success, but it took ten year of modification for Frozen yogurt before it was all accepted.

1.3 Rationale of the research: The researcher has seen that people who use to like icecream before are now shifting towards Frozen yogurt. Therefore, there is a curiosity to know and understand why there is sudden change in the preference. This research is conducted on wide range of population, from teenagers to adults. Another reason for conducting this research was the easy availability of samples using questionnaire. These are the main reasons to take this topic as a research.

1.4 Objectives of the research To find out how many teenagers in Mumbai prefer eating Frozen Yogurt over Icecream. To understand gender preferences for eating Frozen Yogurt over Icecream To understand the reason behind youngsters preference for Frozen Yogurt over Icecream in Mumbai.

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1.5 Research hypothesis: A research hypothesis is a statement that can be proved or disproved. The hypothesis of this research: More number of people today prefers eating frozen yogurt over icecream in Mumbai. Girls prefer to eat Frozen Yogurt over icecream than boys.

1.6 operational definition consumer preference in this research refers to individuals choice or their priority while buying Frozen Yogurt with comparison to Icecream.

1.7 Scope and limitations of the research: The scope for this research will be that it will allow the icecream enterprisers to know in what factor they are lacking behind and how can they be improved. It will create awareness amongst both the industries to know their target market. Whereas limitations will be that the research was only conducted in Mumbai Bandra, Sion, Juhu and Andheri. As the ratio of male to female is not equal, generalization of the study is not possible. Although the research was conducted on youngsters, 28% of participants were aged among 21-35.

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Review of literature Sekaran (2009) suggests that a literature survey is the documentation of a comprehensive review of the published work from secondary sources of the data in the areas of specialist interest to the researcher. It gives an opportunity to strengthen their research by citing what other reliable researchers have said about the topic. This will prove that researcher is not just writing about any random topic but there are many other researchers who have also poured their thoughts on the topic. It also exercises to analyze the area of research. Literature review also helps the researcher for critical analysis as it enhances the ability to apply to apply reasoning principles.

ICON Group International had conducted a research on the 2010-2016 outlook of frozen yogurt in India. In order to estimate the latent demand for frozen yogurt across the states or union territories and cites of India, the researcher used a multi-stage approach. In this research, Latent demand functions relate the income of a state or union territory, city, household, or individual to realized consumption. This research concluded that the frozen yogurt market in India is inefficient because of various factors such as lack of international openness, cultural barriers to consumption, regulations, and cartel-like behavior on the part of firms.

Flora, R (2002) had conducted a research on health benefits of Frozen Yogurt. He found that Yogurt contains a live bacterium that provides a host of health benefits. These bacteria may help us live longer and enhance the immune system. This research was conducted in 2002.

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Jenkins, L (2008) conducted a research on which gender is experimental on trying new flavours of icecream. The result of this research was that Women are more experimental than men when it comes to icecream flavours. They are more passionate about their choice of icecream and expressing a keenness to experience different flavours and textures. They also tend to enjoy rich, creamy indulgent flavours. While men are happiest sticking to what they know best. For men, the most important consideration when choosing an icecream is portion size and making sure it will fill them up after a meal.

Kaczorowski, M (2002) of Hamilton has had a study on ice-cream headaches. Her samples were 145 students from Dalewood Middle school in Hamilton. The research concluded that headache sensation is caused by the ice cream touching the roof of a person's mouth, and that when one eats ice cream quickly; this is more likely to happen than when eating slowly. This was published in the special Christmas double edition of the British Medical Journal.

Dazs, Cohen and et. al(1985) conducted a survey on ice cream consumption in America. This survey was taken in 1985. They conducted a examination at the local supermarket. The survey revealed that 67.9 percent of consumers purchased ice cream in the store at least once a month. 29.7 percent of this group purchases ice cream in the store at least once a week.

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Methodology of this research

C. R Kothari (1985) has mentioned in his book that Research is a way to systematically solve the research problem. Dr. Deryek D Pattron defines Research methodology as a highly intellectual human activity in the investigation nature and matter and deals specifically with a manner in which the data is collected analyzed and interpreted.

Types of research Methodology

There are different types of research methodology depending on the research topic and the interest of the researcher. The types of research methods are:

Descriptive

Empirical

Applied

Conceptual

research methods

Analytical

Qualitative

Fundamental

Quantitative

fig 3.1 types of research (fieldwork) The research method used for this research is Quantitative approach. This approach is measured and expressed in terms of quantity and numerical terms. The quantitative research

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is appropriate to find out how many people tasted ice cream and how many people tasted Frozen yogurt, how often do they eat icecream or Frozen Yogurt, what factors do they consider while buying icecream and Frozen yogurt, where they generally eat Frozen yogurt. Qualitative research was also used for finding why do they think people preference changed from icecream to Frozen Yogurt.

Sampling: Sampling is a process of selecting a small group from population to become the basis for estimating the prevalence of the unknown piece of information regarding the population. According to Hussey and Hussey, 1997 Sampling depends on whether the researcher is working within a positivistic paradigm or phenomenological paradigm. This research is a positivistic study so sampling is a fundamental element for this research. Quota sampling was used in this research. The research was to be done on teenagers so the selected samples were among the researchers friends. The questionnaire was prepared on Google docs. [

https://docs.google.com/spreadsheet/viewform?formkey=dFp0dUhyaVhNX0ZPOWk5ZD BIc180ZFE6MQ ] It was to be filled online. 30 teenagers filled the form online. Also a questionnaire was made on Microsoft word which was supposed to be fill by pen or pencil. The researcher distributed the forms in two Frozen Yogurt parlours. The customers coming there were supposed to fill the form. So 50 teenagers filled these forms. The target was to get 100 samples the researcher just managed to get 70 samples. 80% of the samples were the teenagers. The rest 20% people were aged between 22-35.

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Hussey and Hussey (1997) defines the word data as known facts or things used as a basis for inference or researching. there are two types of data, secondary data and primary data. In this research researcher has used both the types of data.

Secondary data is the data neither collected by the user nor specifically for the user, they are data created by someone else for their own purpose or for general use. The sources of secondary data are generally from books, journals, Internet etc. Secondary data was used in this research. All the literature review is taken from journals and Internet. Further the secondary data source book was also used.

Primary data is the data that is collected by or for the user. These are the fresh data generated by the researcher itself. The main tools of primary data are Interviews, focus groups and questionnaire. Out of these tools the researcher has used Questionnaire for her research.

Hussey and Hussey (1997) defines Questionnaire as a a method for collecting data in which a selected group of participants are asked to complete a written set of questions to find out what they do, and think or feel This Questionnaire is used to identify the consumer buying habits for icecream and for Frozen Yogurt. There are two types of questionnaire self-administered and interviewer administered. Interviewer administered questionnaire are the one that is done face to face and via telephones. Self-administered questionnaire is the one that is done by delivery and collection method and online method. The questionnaire used by the researcher is selfadministered.

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There were some non respondents to this questionnaire. The reasons for not responding was refusal and unavailable. Out of the six Frozen Yogurt parlours only two accepted the questionnaires. The three parlours refused to take the questionnaire and at one parlour the manager was unavailable.

Types of questions: The types of questions used in this questionnaire are given in the following table:

Types Open questions

Subtypes ended None

Questions There was only one open ended question in the questionnaire. The questions about why do they think peoples preference eating is changing from icecream to Frozen Yogurt.

Closed ended questions

There were total 13 closed ended questions in the questionnaire.

Category

The respondents were provided with a set of categories from which one should be selected. The questions like how often do they eat icecream, what do they prefer eating icecream or Frozen yogurt, where do they get to know about Frozen Yogurt, their age, their gender, all these questions were categorical based questions.

List

A list of responses was provided from which any number of responses was supposed to be

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selected. The questions came under list were which type of promotion will attract them towards Frozen Yogurt and where do they generally buy Frozen Yogurt. Ranking Respondents were asked to place things in rank order. This provided data on how these rank in the order of priorities of the respondent. There were two questions based on ranking. It was about what factors do they consider while buying icecream and other was while buying Frozen yogurt. The factors listed were price, flavour, health, brand and content.

The researcher used Questionnaire as her tool for sampling because it is easy to administer. It is also easy to gather data and analyze as compared to interview as it is subjective in nature. It is less time consuming to be administered and can be done in a group and also possible to administer via emails.

Validity applies to the design and the methods of the research. Validity in data collection means that the findings truly represent the phenomenon that the researcher is claiming to measure. The types of validity that researcher has used in this research are Content validity and Face validity. Face validity is the least scientific method of validity, as it is not quantified using statistical methods. It is concerned with whether it seems like we measure what we claim. The Face validity was obtained by presenting the Questionnaire to multiple observers and taking their feedback for the same. Content validity represents the entire

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range of possible items the Questionnaire should cover. The researcher feels that the content validity of the questionnaire is adequate to get the desired conclusion.

Ethical issues of the research: Wells (1994) defines ethics in terms of code of behaviour appropriate to academics and the conduct of research. Some of the ethical issues the researcher taken care of are: The data provided by the participants which are identifiable like their name have been kept confidential by the researcher. The researcher took into consideration that the method used for conducting the research protected the respondents from any kind mental or physical stress. The researcher took the consent of the participants before administering the Questionnaire. The ethical issues that researcher could not meet was withdrawal of respondents rights. As most of the participants were researchers friends, they could have made researchee bias that could have led to demand characteristics.

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Data Analysis
The researcher has done survey on 70 people. The data collected through the questionnaire has been mentioned below with each category: 1. Gender

Ratio index of the respondents

female 40 57%

male 30 43%

fig 5.1 - Gender (fieldwork) - The above pie diagram shows that there were total 40 females (57%) and 30 males (43%) who responded the questionnaire. 2. Age

Age range of respondents

70 60 no of respondants 50 40 30 20 10 0 13-20 21-35 8 28 22 12 0 0 0 0 male female

35-45

45 and above

fig 5.2 Age (fieldwork) - From the respondents there were 22 males and 28 females aged between 13-20. There were 8 males and 12 females aged between 21-35. HNC- research project Priyanka Katke 22

3. Occupation
housewife 3% working(business ) 10%

Profession of the respondents

working(service) 17%

students 70%

Fig 5.3 - Occupation of respondents (fieldwork) - The diagrams shows that 70% of respondents were students. 4. Have you ever tasted icecream?

Ratio of respondents who tasted Icecream

No of respondents 80 60 40 20 0 Yes Answer No 30 0 40 Female Male

Fig 5.4 - Have you ever tasted icecream (fieldwork) - The diagram shows that 40 females had tasted icecream and 30 males had tasted icecream.

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5. Have you ever tasted Frozen yogurt?

Ratio of respondents who tasted Frozen Yogurt

no of respondents

60 40 20 0 yes Answer no 35 female 25 male 5 5

Fig 5.5 - have ever tasted Frozen Yogurt before? (Fieldwork) - This diagram shows that out 70 respondents. 35 females and 25 males had tasted Frozen yogurt before. 6. How often you eat icecream?

Frequency of Icecream consumption of respondents

18% 13% everyday once a week 23% 46% twice a week once a mnoth

fig 5.6 - How often do you eat icecream? (Fieldwork) - 28 respondents (46%) eat icecream once a week.

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7. How often do you eat Frozen yogurt?

frequency of Frozen Yogurt consumption of respondents

4% 15% everyday once a week 17% 47% 17% twice a week once a mnoth others

Fig 5.7 - how often do you eat Frozen yogurt? (Fieldwork) Out of the respondents who had tasted Frozen Yogurt 31 respondents (47%) eat Frozen Yogurt once a week. 8. What factor do you consider while buying icecream? a. Price

Price
5th preference 4th preference 3rd preference 2nd preference 1st preference 0 9 19 10 20 30 40 50 60 70 15 10 17

no of respondents

Fig 5.8 Icecream- Price (Fieldwork) this diagram shows that 19 respondents give their first preference to price.

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b. Variety of flavour

variety of Flavours
5th prference 4th preference 3rd preference 2nd preference 1st preference 0 5 10 15 20 25 30 35 0 3 5 27 35 40

no of respondents

Fig 5.9 icecream- variety of flavour (Fieldwork) - This diagram shows that total 35 respondents give their first preference to variety of flavour. c. Health factor

Health factor
5th prference 4th preference 3rd preference 2nd preference 1st preference 0 3 5 10 15 20 25 30 19 8 25 15

no of respondents

Fig 5.10 Icecream-health factor (Fieldwork) - This diagram shows that just 3 respondents give their first preference to health factor.

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d. Brand

Brand
5th prference 4th preference 3rd preference 2nd preference 1st preference 0 5 10 13 13 15 20 25 30 17 2 25

no of respondents

Fig 5.11 Icecream- Brand (Fieldwork) This diagrams shows that 13 respondents give their first preference to Brand. e. Presentation of the product.

presentation of the product

5th prference 4th preference 3rd preference 2nd preference 1st preference 0 1 1 5 10 15 20 25 30 35 40 8 24 36

no of respondents

Fig 5.12 Icecream- presentation of the product (Fieldwork) - Most of the respondents give their last preference to presentation of the product.

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9. What factor do you consider while buying a Frozen yogurt? a. Price

Price
5th preference 4th preference 3rd preference 2nd preference 1st preference 0 10 11 11 20 30 40 50 60 70 8 15 15

no of respondents

Fig 5.13 Frozen Yogurt- (Fieldwork) - Most of the respondents give their fifth preference to price. b. Variety of flavour

Variety of flavour
5th preference 0 4th preference 3rd preference 2nd preference 1st preference 0 7 8 20 25 10 20 30 40 50 60 70

no of respondents

Fig 5.14 Frozen Yogurt- variety of flavour- (Fieldwork) - Most of the respondents give their first preference to the flavour.

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c. Health factor

Health factor
5th preference 4th preference 3rd preference 2nd preference 1st preference 0 3 6 14 20 16 10 20 30 40 50 60 70

no of respondents

Fig 5.15 Frozen yogurt- health factor (Fieldwork) - Most of the respondents give their 2nd preference to Health factor. d. Brand

Brand
5th preference 4th preference 3rd preference 2nd preference 1st preference 0 6 10 20 30 40 50 60 70 9 15 3 28

no of respondents

Fig 16 Frozen Yogurt- Brand- (Fieldwork) - Most of the respondents give their 4th preference to Brand.

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e. Presentation of product

Presentation of the product

5th preference 4th preference 3rd preference 2nd preference 1 1st preference 0 3 10 20 30 40 50 60 70 6 11 39

no of respondents

Fig 5.17 Frozen Yogurt- Presentation of product- (Fieldwork) - Most of the respondents give their 5th preference to the presentation of product.

10. What do you prefer eating more?

Comparison of Icecream v/s Yogurt consumption prefernce

100% 80% 60% 40% 20% 0% icecream Frozen Yogurt 30% 30% 70% 70% female male

Fig 5.18 Preference- (Fieldwork) - This chart shows that out of 70 respondents, 9 males and 12 females prefer eating icecream. 21 males and 28 females prefer eating Frozen yogurt than icecream.

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11. Why do you think peoples preference is changing from icecream to frozen Yogurt?

Frozen Yogurt is healthier than icecreamDue to new flavours available...and also because it has good micro organisms present in it...which can help digestion...it has a better taste combination.Much healthier as compared to ice creamIts probably because of the health factor which most youngster and middle aged people are taking into consideration..the presentation is good...with all the toppings like berries..youngsters wants to try new things.new thing in Mumbaipeople are progressing hence they are capable to buy new expensive products. quality is also bettersometimes icecream are unhealthy..change in taste..its good for diet.
12. Which promotion will attract you more to buy Frozen Yogurt?

Promotions
12 Buy 1 get 1 free membership privilages 21 28 seasonal discounts tie in promotion with other projects

18

Fig 5.20 Promotion that will attract the respondents The results shows that membership privileges will be the best option for promoting frozen yogurt.

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13. Where do you generally buy Frozen yogurt from?

Place of buying
7% 9% 7% 14% 30% 33% frozen yogurt parlour super markets restaurants theaters canteens others

Fig 5.21 where do you generally buy frozen yogurt from (Fieldwork) - Most of the respondents said that they get frozen yogurt from frozen yogurt parlours and supermarkets.

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Findings of the research

The survey was done on 70 respondents. The data collected from the questionnaire has been analyzed and the results are discussed below:

Out of the respondents 40(57%) were females and 30(43%) were males. Out of those 40 females 28 females were aged between 13-20 and 12 females were aged between 21-35. Out of those 30 males 22 males were aged between 13-20 and 8 males were aged between 21-35. This research was done on youngsters so most of the

respondents were aged between 13-20. As in occupation, 70% of respondents were students, 17% of respondents were working as service, 10% of respondents were working as business and 3% of respondents were housewives. The researcher noticed that those who were aged between 13-20 they all were students and those who were aged between 21-35 were among the working class people.

All the respondents have tasted icecream. As icecream are very common in India, it is obvious that all the respondents had tasted icecream. Frozen yogurt is a new thing in Mumbai so it may be possible that some of the respondents have never tasted Frozen Yogurt. However most of the samples were from areas like Bandra, Santacruz, Andheri and Juhu. Frozen Yogurt is now common in these areas so 60 respondents had tasted Frozen Yogurt before. Whereas 10 respondents never tasted frozen yogurt before. The reason for tasting maybe because it is not available to in their areas or they never heard about Frozen Yogurt or it maybe expensive for their budget. also the researcher mentioned earlier that icecream were introduced 200 years before the

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introduction of frozen yogurt, so this may be the reason that all respondents have tasted icecream.

Talking about how often do they taste ice cream, 46% of respondents eats ice cream once a week, 23% of respondents eats icecream twice a week, 18% of respondents eats icecream once a month and 13% of respondents eats icecream everyday. The results have shown that 47% of respondents eat ice cream once a week, this shows that whether its icecream or Frozen Yogurt people prefer eating it once a week. This is maybe because of expense factor or maybe they eat such things only when they hangout with their friends.

The results have shown that while buying icecream most of the respondents give their first preference to the flavours, second preference to Brand, third preference to health factor, fourth preference to price and last preference to presentation of product. Whereas wile buying Frozen Yogurt they give their first preference health factor, second preference to variety of flavours, third preference to Brand, fourth preference to price and last preference to presentation of product. In both the cases, presentation of product doesnt really matters much. Presentation of product refers to how they serve the product, with what all toppings they serve the product. Same preference (fourth) is given to price also. In India, a normal icecream is sold for almost 40rs and Frozen Yogurt is sold for almost 80rs. Frozen Yogurts price is almost double the price of icecream still price has the fourth preference in both cases. Health is considered as the most important factor while buying Frozen

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Yogurt that because it is it contains a bacteria which makes the yogurt healthier than then icecream.

Out of the 70 respondents 49(71%) respondents prefer eating Frozen Yogurt than icecream. 21(29%) respondents prefers eating icecream. this shows that most of the consumer prefer eating Frozen Yogurt. Whereas ten years back icecream was more famous. Out of those 49 respondents 28 were females. Earlier research done on gender preferences which researcher has mentioned in literature review shows that females are more experimental in trying out new flavours, the same result has been obtained in this research. For increasing its sale the producers should try promotions like Membership privileges, seasonal discounts, tie in promotion with other products etc. However according to this research, Membership privileges are the most effective promotion for increasing the sale of Frozen Yogurt. Membership privileges are more useful for frequent users, as they become the member of that frozen Yogurt parlour they more discounts. Most of the people buy Frozen Yogurt from Frozen Yogurt parlours and supermarkets. Frozen Yogurt is a new thing in Mumbai hence it is not easily available in all places.

The reason behind the shift of consumer preference from icecream to Frozen Yogurt is mainly because of the health reasons. Youngsters in Mumbai nowadays are more concerned about their health and prefer eating more healthy food. The research conducted by Robert Flora mentioned in literature review explains that Bacteria present in frozen Yogurt helps in developing the immune systems and help us live longer. Just 2-3 years back Frozen Yogurt came in Mumbai so its some new thing in

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Mumbai. Youngsters in Mumbai prefers trying new things rather than sticking to older ones. Also with the health factor, frozen yogurt is tastier than icecream. All these factors have made frozen Yogurt a big success in Mumbai.

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Conclusion
This research was about finding consumer preference for Frozen Yogurt over icecream in Mumbai. At the start of the research the researcher mentioned her hypothesis as more no of people in Mumbai prefers eating Frozen Yogurt over icecream. for finding the result a survey was conducted in which 70 people participated. A questionnaire was prepared and the participants were asked to fill it. After this the data was collected and analyzed by the researcher. The result of this data as proved that the hypothesis prepared by the researcher was absolutely right. This is proven that more no of people especially youngsters prefer eating Frozen yogurt over icecream. The main reason for this shift is because frozen yogurt is healthier and tastier than icecream also it has become a new trend in Mumbai. Hence researchers objective met and there should be many more shops of Frozen yogurt not only in western side of Mumbai but also in the other parts of Mumbai and India. However this research can be conducted further in other parts of India. This research can also be done for larger population. More standardized tool could have been used for the research.

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Appendix 1: Sample questionnaire Consumer preference for Frozen Yogurt in Mumbai

Dear Sir/ Madam, I am studying in the BBA program from RIMS International School of Business and Technology. I am doing a small research to understand the consumer preference for Frozen Yogurt over Icecream in Mumbai. I would kindly request you fill this form truthfully.

1.Name: ___________________________ 2. Gender: 3. Age: M F 21-35 35-45 Above45+

13-20

4.Occupation: Student Working (service) Working (business) Housewife 5. Have you ever tasted icecream before? Yes No 6. Have you ever tasted Frozen yogurt before? Yes No 7. What do you eat often? Icecream Frozen yogurt Both

8. How often do you eat icecream? Everyday Twice a week Once a week Once a month 9. How often do you eat yogurt? Everyday Twice a week once a week once a month

10. What factors do you consider while buying: (Tick the factors where 1 being the most preferred and 5 being the least preferred) Icecream: 1 2 3 4 5 Price Flavour Health factor Presentation of product Brand Content

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10. Frozen yogurt: 1 Price Flavor Health factor Presentation of product Brand Content 11. What do you prefer eating more? icecream frozen yogurt 12. Why do you think peoples preference is changing from icecream to frozen yogurt? 2 3 4 5

13. Where do you generally buy frozen yogurt? restaurants supermarket frozen yogurt parlours canteens theaters

15. Which type of promotions will attract you buy more of frozen yogurt? buy1 get 1 free seasonal discount membership privileges tie in promotion with other products

Thank you.

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Bibliography

Books: VIVA Books private ltd, 2009, business essentials: research project, Vinod Vasishtha: New Delhi.

C.R Kothari, 2008, Research Methodology, second Edition, [Available at:http://books.google.co.in/books?id=8c6gkbKiF4C&printsec=frontcover&dq=c+r+kothari+research+methodo logy&hl=en&sa=X&ei=UZzNT_ThEoXLrQeI49T4Cg&ved=0C DkQ6AEwAA#v=onepage&q&f=false] Wayne Godard, Stuart Melville, 2004, research Methodology. [Available at: http://books.google.co.in/books?id=bJQJpsU2a10C&printsec= frontcover&dq=research+methodology&hl=en&sa=X&ei=f3_P T4PaEYWnrAfwuuCNDA&ved=0CEUQ6AEwAg#v=onepage& q=research%20methodology&f=false]

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Other Sources http://linguistics.byu.edu/faculty/henrichsenl/ResearchMethod s/RM_2_18.html Lecture 9 researches Validity, Research Project. [Fill your plate, 22nd June 2010,seven known facts about ice creams available at http://fillyourplate.wordpress.com/2010/06/22/7-little-knownfacts-about-ice-cream/] [Josies yogurt, Jan 2009, five fun facts about frozen yogurt, available at http://www.josiesyogurt.com/blog/5-fun-factsabout-frozen-yogurt http://www.researcherstream.com/Presentation/drpattron68138583-Research-Methodology-CONTENTS-ConstitutesTopic-Select-Limitations-method-Entertainment-pptpowerpoint/

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