A Study on Consumer Buying Preference of Ice-Cream with special reference to Amul Dairy Products

Executive Summary The project is about consumer perception towards Ice Cream with special reference to Amul and Kwality Walls Ice creams. This brings the information culled from various sources, it includes different sources of delectable ice creams, ulfi etc., and it gives the information from different regions of the country. !rom the ancient time onwards, India is popular for preparing a wide variety of mil delicious. It is an unending process, an array of sweets are made from different regions of the country. The mil "s perishable taste has overcome. The processing aim is to e#tend the shelf life of mil . Thus the various diverse methods has been developed to prepare as well as to preserve mil . $%&$$' of mil produced in India is converted into variety of mil products, using some processes such as coagulation, desiccation, fermentation etc. (ven though )*' of the mil produced is consumed as li+uid mil , its consumption can be stimulated. ,il plays an important role in national diet as well as in day today life. In households, the mil is preserved for -) hours by repeated boiling, also it is soured by adding lactic contents to it, which brings an acid taste, particularly in hot climate and called as buttermil .

Chapter

I!"#$D%C"I$!

I!"#$D%C"I$! There is nobody in the world that is left out of the class of consumers. The consumer&hood continues till one"s last breath in the world. The consumer purchases a variety of goods and services to satisfy his wants and he is always influenced in his purchasing activities by some considerations which lead him to select a particular commodity or a particular retail store in preference to others. .o, consumer buying is more comple#. Consumer purchases are li ely to be influenced by physiological, psychological and sociological factors. The commodities and services are brought by the consumer to satisfy his basic needs, for comfort, pleasure, recreation and happiness. (very individual has physiological need such as hunger, shelter, thirst, etc., which have to be satisfied for survival. The psychological factors li e status prestige and social factors li e friends, neighbours, job and relatives influence their purchasing activities. /eople bear certain beliefs and attitudes towards certain types of goods, brands of commodities and retail outlets based on their previous e#perience. When there is a need, they are able to discover some new commodities capable of satisfying their needs. 0efore the commodities and brands are selected, these commodities must compete successfully against alternatives in the mar et. The selection of a particular commodity becomes important for consumer since there are wide varieties of consumer goods in the mar et. Again selection of a particular commodity depends on income of the consumer and necessity of the product to the individual. 0efore the selection of the commodity purchased, an individual re+uires information regarding the various sources of supply of the commodity, its brands, relative merits and demerits, uses and value of their characteristic features and services offered. The common sources through which individual gathers information are from advertising media 1television, radio and news papers2, friends, retailers in the locality, displays in shops and food labels. India is one of the largest food producers of the world with the organised sector accounting for food output worth 3. 45)6-7 million, only a small percentage of its farm produce is processed into value&added products. !or instance, even though the country is the second largest producer of fruits and vegetables, hardly two per cent of the production is processed. This underlines the enormous scope for investing in the processed food sector in the areas of infrastructure, pac aging and machinery. India, in fact, needs 3. 4-6 billion of investment to raise its food

processing levels by 6&8% per cent. The potential for investment in this sector is further accentuated by the following factors9 A huge and e#ponentially growing demand represented by a mar et of one billion people spending on an average about $% per cent of household e#penditures on food coupled by a scenario of rapid urbani:ation and changing lifestyles. A 5% million upper and middle class segment of the total population consume processed and pac aged food with another -%% million people, projected to shift to this group by -%8%. Than s largely to rapid urbani:ation and changing lifestyles. Well&developed infrastructure and distribution networ . Increase in per capita income and purchasing power. ;arge pool of scientific, technical and s illed manpower.

Introduction of series of investment friendly initiatives by the <overnment including strengthening and augmenting of road and rail networ , moderni:ation of ports, prioriti:ation of infrastructure for post harvest management, logistics 1including cold chain2, mar ets, retailing, food processing. $5 food par s approved to enable small and medium food and beverage units to set up and to use capital intensive common facilities such as cold storage, warehouse, +uality control labs, effluent treatment plant, etc. =ver the past five decades, India has ta en giant steps in producing food grains, mil , fruits and vegetables. The production of raw food materials is estimated to worth over >s. *%,%%% crore. After primary, secondary and tertiary processing, the total si:e of the industry is estimated to be as high as >s. 8, 8%,%%% crore. This cost overrun reflects the opportunities that food processing industry offers to the economy as a whole and entrepreneurs in individual. 0ig opportunities lie in up gradation from commodities to pac aged and branded products and convenient foods, which offer value for money, products focused towards children and young adults and products catering to those who lead a fast modern day life. >eali:ing the potential and in order to provide further boost, the government has e#empted from e#cise duty for condensed mil , ice cream, preparations of meat, fish and poultry, pectins, pasta and yeast. !urther, e#cise duty on certain ready&to&eat pac aged foods is reduced to 6 per cent from 8* per cent. The food processing industry will also be benefited from the reduction in e#cise duty on paper, a cut in customs duty on major bul plastics and a reduction of customs duty on pac aging machines, which would

reduce pac aging costs 10udget, -%%72. In India, majority of food consumption is still at home. ?evertheless, out of home food consumption is increasing due to increase in urbani:ation, brea ing up of the traditional joint family system, desire for +uality, time which translates into an increased need for convenience, increasing number of wor ing women, rise in per capita income, changing lifestyles and increasing level of affluence in the middle income group had brought about changes in food habits. In the last two decades, the share of urban population has increased from -5.5% per cent in 8@68 to -7.6% per cent in -%%8. Auring the same period the female wor participation rate had increased from 8@.7% to -$.7% per cent. The per capita income increased from >s. 7,5-6 in 8@6%& 68 to >s 8%,5%* in -%%%&%8. The change in food habits was evident from the growth of food processing industries. /roblem focus several firms had been engaging in production and mar eting of Ice Creams. Bence, the consumers had a greater option to choose from. In this conte#t, a study on consumer behaviour was seemed to be important to understand the buying behaviour and preferences of different consumers. 3nderstanding the consumer behaviour would help the firms in formulating strategies to cater to the needs of the consumer and thereby increase their mar et share. Consumer"s taste and preference were found to change rapidly, especially in a dynamic environment. Keeping in view the importance of consumer behaviour and consumption pattern, the present study was under ta en with the following objectives.

$&'ectives of the Study

The specific objectives of the study were9 To ascertain the awareness of consumers towards branded Ice Creams. To study the purchase behaviour of Ice Creams. To evaluate brand preference of the consumers. To study the factors influencing brand preference.

To evaluate alternative purchase plans of the consumers.

!eed (or the Study

,anagement needs to now the customer preference information in order to ta e sound

decisions. .urveys on customer preference can produce favorable or unfavorable result, but bringing a number of benefits to management. A study on customer preference helps to understand the performance of the organi:ation and the behavior of the customers. The study of customer preference indicates the e#pectations of the customers. Customer preference helps to understand the loyalty of the customer towards the products. The management finds a possible way to fulfill the e#pectations of customers and attracts new customers.

Scope of the Study

The study aims to find the customers preference of Ice Creams with reference to Amul Aairy /roducts. The study is restricted to information regarding the customer"s li es and disli es, their e#pectations, personal decisions and family decisions and loyalty of the customers. The study has been carried out for period of - months and has focused on all type of customers. The study appraises the company"s success in meeting the re+uirement of the country by helping the farmers to raise the agriculture output and meeting the re+uirements of the country"s population for food grains. The study focused on how the company and its competitors mar eting their products. The study is also helpful for the company to formulate suitable and innovative strategies to capture mar et leader position.

)imitations of the study

This study was based on primary data collected from sample consumers by survey method. As many of the consumers furnished the re+uired information from their memory and e#perience, the collected data would be subjected to recall bias. The study area was limited to Byderabad and .ecunderabad cities and the findings may not be applicable to other mar ets, as vast difference e#ists among the consumers with regard to demographic and psychographic characteristics. Bence, the findings of the study may be considered appropriate for the situations similar to study area and e#tra care should be ta en while generali:ing the results

Chapter

#E+IE, $( )I"E#A"%#E

In this chapter, research wor done in the past regarding awareness, purchase behaviour, brand preference, factors influencing brand preference and alternative purchase plans has been reviewed and presented under the following sub&headings. Awareness of consumers towards branded products /urchase behaviour of consumers 0rand preference !actors influencing brand preference Alternative purchase plans

*-. A,A#E!ESS $( C$!S%/E#S "$,A#DS B#A!DED P#$D%C"S Aa er 1-%%%2 opined that, brand awareness was remar ably durable and sustainable asset. It provides a sense of familiarity especially in low& involvement products such as soaps, a sense of presence or commitment and substance and it was very important to recall at the time of purchasing process. Apart from the conventional mass media, there were other effective means to create awareness vi:., event promotions, publicity, sampling and other attention getting approaches. 0rown et al. 1-%%%2 reported that the need for effective nutritional education for young consumers has become increasingly apparent, given their general food habits and behaviour, particularly during adolescence and analy:ed that the interaction between young consumers" food preferences and their nutritional awareness behavour, within three environments 1home, school and social interaction appears to be somewhat overshadowed by the young consumers, while developing an independence trait, particularly, during the adolescent years. The authors suggested that food preferences are often of a Cfast food" type and conse+uently the food habits of many young consumers may fuel the consumption of poorly nutritionally balanced meals. While young consumers were aware of healthy eating, their food preference behaviour did not always appear to reflect such nowledge, particularly within the school and social environments. 0everland 1-%%82 studied the level of brand awareness within the ?ew Dealand mar et for

D(./>I iwi fruit. The effectiveness of this branding strategy employed by iwi fruit, ?ew Dealand was studied. The implications of the findings for agribusiness in general using the data collected from surveys of iwi fruit consumers 1nE8%*2 outside three major super mar et chains in Auc land, ?ew Dealand, suggested that the level of brand awareness for D(./>I is low among consumers. It is indicated that brand awareness could be increased through a relationship& ma ing programme involving targeted mar eting and supply chain management. Chen 1-%%82 e#pressed a different thought on brand awareness that it was a necessary asset but not sufficient for building strong brand e+uity. In this view, a brand could be well nown because it had bad +uality. Fee and Foung 1-%%82 aimed to create awareness of high fat content of pies, studied consumer and producer awareness about nutrition labeling on pac aging. !or this, seven leading pie brands were analy:ed for fat content and are ranged from 7.8% to 8@.-% per cent fat. /otato topped or cottage pies had the lowest fat content 17.8% & @.-%' fat2. ,ost pies did not display nutritional labeling on pac aging. =ver half of the consumers 1$-.%%'2 who responded to the survey 1)-.%%' response rate2 were aware of the campaign. The study was successful at raising consumer awareness about the high fat content of pies and influencing the food environment with a greater availability of lower fat pies. It is possible to produce acceptable lower fat pies and food companies should be encouraged to ma e small changes to the fat content of food products li e pies. /otato topped pies are lower in fat and are widely available. >egular pie eaters could be encouraged to select these as a lower fat option. ?andagopal and Chinnaiyan 1-%%52 studied that the level of awareness among the rural consumers about the brand of soft drin s was high which was indicated by the mode of purchase of the soft drin s by G0rand ?ameH. The major source of brand awareness was word of mouth followed by advertisements, family members, relatives and friends. >amasamy et al. 1-%%$2 reported that, the buying behaviour is vastly influenced by awareness and attitude towards the product. Commercial advertisements over television was said to be the most important source of information, followed by displays in retail outlets. Consumers do build opinion about a brand on the basis of which various product features play an important role in decision ma ing process. A large number of respondents laid emphasis on +uality and felt that price is an important factor

while the others attached importance to image of manufacturer. *-* P%#C0ASE BE0A+I$%# $( C$!S%/E#S 0alaji 18@6$2 studied fish consumption behaviour of $-* consumers in Iisha apatnam city. The study revealed that 77.%% per cent of respondents consumed fish for dinner and --.%% per cent for lunch. About 5%.%% per cent of the respondents did not consume fish on festival days, as those days were considered auspicious, while the rest had no notations and consumed fish, irrespective of festivals. Jorin 18@672 e#amined changes in spending power and buying habits of .wiss consumers since the beginning of the -%th century and in the more recent past. Current trends include greater emphasis on health and safety of foodstuffs and less attention to price, increased demand for low calorie light products and increased demand for organically grown foods. !or young people, more concern with enjoyment and less for health, with more meals eaten from home and generally an increased demand for convenience foods. The prospects for high +uality branded products were seen to be good. /uri and .anghera 18@6@2 conducted a study to now the consumption pattern of processed products in Chandigarh. Jam was found to be most popular, irrespective of income. =range s+uash consumption was ma#imum in high and middle K income families /ineapple juice consumption increased with a rise in the income. >ees 18@@-2, in his study revealed that factors influencing the consumer"s choice of food were flavour, te#ture, appearance, advertising, a reduction in traditional coo ing, fragmentation of family means and an increase in Csnac ing". etc. Aemographic and household role changes and the introduction of microwave ovens had produced changes in eating habits. Iigorous sale of chilled and other prepared foods was related to the large numbers of wor ing wives and single people, who re+uire value convenience. Aevelopment in retailing with concentration of 6%.%% per cent of food sales in supermar ets was also considered to be important. Consumers were responding to messages about safety and healthy eating. They were concerned about the way in which food was produced and want safe, Cnatural", high +uality food at an appropriate price.

>esults of the study conducted by Joshi 18@@52 in Aharwad on food purchasing habits and consumer awareness among rural and urban housewives indicated that majority of the urban respondents purchased the groceries li e cereals 1$-.%%'2, pulses 1*).%%'2, oils 175.%%'2, spices 17-.%%'2 and sugar 1*@.%%'2 on monthly basis. While perishables li e fruits 1)6.%%'2, eggs 1)8.%%'2 and meat 1)*.%%'2 were purchased once in wee and mil 1)6.%%'2 was purchased daily. >ural respondents purchased cereals 17%.%%'2, pulses 178.%%'2, oils 178.%%'2, spices 178.%%'2, sugar 178.%%'2 and fruits 175.%%'2 once in wee and mil 176.%%'2 daily. >egarding place of purchase 65.%% per cent of urban and @@.%% per cent of rural respondents purchased all the groceries li e sugar, rice, and wheat from fair price shops. 0oth rural and urban respondents purchased groceries 1@@.%%' each2, perishables 16@.%%' and @@.%%' respectively2, ready to use foods 1@7.%%' and 67.%%' respectively2 and commercially available foods 1@*.%%' and *.%%' respectively2 from retail shops. /rice, +uality and weight of the products were the important factors considered by both rural and urban respondents while purchasing of food items. >agavan 18@@)2 reported that, +uality, regular availability, price, accuracy in weighing and billing, range of vegetables and accessibility as the factors in the order of importance which had influenced purchase of vegetables by respondents from modern retail outlet. Ahillon et al. 18@@$2, while studying the purchase behaviour in ;udhiana, rural and urban respondents ran ed nearby mar et 1mean score of 8.)7 for rural and -.8% for urban2 and main mar et 1mean score of %.66 for rural and 8.56 for urban2 as their first and second preference of order respectively for the purchase of food items. The prime factor indicated by the rural respondents for buying their food items was appearance with mean score of ).%8, followed by price, +uality and place of buying to which they ran ed second, third and fourth with mean scores of 5.68, 5.)$ and -.@* respectively. 0ut urban respondents visuali:ed these factors little differently and ran ed +uality, appearance, place of buying and e#piry date as first, second, third and fourth ran s with mean score of ).*@, ).%8, 5.-% and 5.%$ respectively. .ingh et al. (8@@$2 e#amined the factors influencing consumer preferences for mil . They were mil +uality, convenient, availability, supply in +uantity desired, flavour, colour, freshness and

mode of payment which showed higher levels of consumer satisfaction. /urchasing practices of consumers in /arbhani was studied by Kul arni and ,urali 18@@*2. The results revealed that 65.$% per cent of consumers were see ing the information from television regarding the products availability and this was followed by neighbours 178.%%'2 and newspapers 1*@.$%'2. Consumers preferred retail mar et for the purchase of groceries 1*$.%%'2, mil and mil products 18%%.%%'2, vegetables 18%%.%%'2, fruits 18%%.%%'2 and snac s 17$.%%'2 and they adopted cash payment. ,ajority 17$.%%'2 of the consumers preferred +uality for the purchase of food. Amitha 18@@62 studied the factors influencing the consumption of selected dairy products in 0angalore city. The results of the study revealed that, income and price significantly influenced the consumption of table butter. /rice had a negative impact and income a positive impact on consumption. A socio&economic influence of rural consumer behaviour studied by .ayulu and >eddy 18@@62, concluded that fre+uency of purchase of commodities by rural consumers was highly influenced by the type and nature of the products. /roducts li e groceries 1)%.5$'2 and others which included vegetables, mil etc. 1)6.-$'2 purchased on daily basis and 55.55 per cent and )-.@6 per cent of them purchased these products on wee ly basis. Cash purchase was highest in case of products li e groceries 1)).7)'2 followed by credit purchase with 56.*% per cent and -8.%* per cent respectively. /rice of the goods was considered to be the most important factor by more than 66.%% per cent of the respondents followed by easy availability 1**.**'2 and neighbours 1$).%%'2. Kamalaveni and ?irmala 1-%%%2 reported that, there is complete agreement between ran ing given by the housewives and wor ing women regarding the reasons promoting them to buy Instant !ood /roducts. Age, occupation, education, family si:e and annual income had much influence on the per capita e#penditure of the Instant !ood /roducts. .rinivasan 1-%%%2 revealed that, consumer with higher educational level was found to consume more processed products. The +uantities of processed fruit and vegetable products were consumed more in high income group. The tolerance limit of price increase identified was less

than $ per cent, any price change above this limit, would result in discontinuance of the use of the processed product. Consumers preferred processed products because of convenience of ready&to&eat form. Bugar et al. 1-%%82 carried out a study on dynamics of consumer behaviour in vegetable mar eting in Aharwad city. ;ow income groups purchased lesser +uantity 15.-$ gLwee 2 of vegetables as compared to medium 1$.)% gLwee 2 and high income groups 1).** gLwee 2. ,ajority of low income group preferred to purchase vegetables from producers because of reasonable price. Bigh and medium income families preferred stall vendors for the purchase of vegetables because of better +uality and correct weighment. /rell et al. 1-%%-2 conducted a study to e#amine the factors influencing adolescents" fish consumption in school. !ish consumption was assessed by observation on ) occasions. Attitudes towards the fish, friends" behaviour and perceived control were important predictors of the intention to eat fish and barriers for fish consumption were a negative attitude towards both smell and accompaniments and fear of finding bones. 0ut the eaters of fish were more satisfied with the taste, te#ture and appearance of the fish and rated safety significantly higher than those who resisted. They also thought to a greater e#tent that the fish was healthy and prepared with care. The results suggested that, it is important to alter dishes so that they appeal to children and to pay attention to the whole meal, accompaniments included. !inally it was recommended to convey the pupils that the fish served would be healthy and prepared with care. ?agaraja 1-%%)2 opined that, buying behaviour is very much influenced by e#perience of their own and of neighbour consumers and his family. Above all, the +uality of the product and its easy availability were the primary and the vital determinants of his buying behaviour. Consumers were influenced by touch and feel aspect of any promotional activity. .hiv umar 1-%%)2 showed that the consumer, irrespective of income groups, was mainly influenced by the opinions of their family members to purchase. Consumers were also influenced by the dealers" recommendation, followed by advertisement. *-1 B#A!D P#E(E#E!CE <luc man 18@6*2 studied the factors influencing consumption and preference for wine. The

e#plicit factors identified were, the familiarity with brand name, the price of wine, +uality or the mouth feel of the li+uid, taste with regard to its sweetness or dryness and the suitability for all tastes. .ome of the implicit factors identified through e#tensive +uestioning were colour and appearance. ,ost of the consumers seemed to prefer white wine to red. Consumers preferred !rench or <erman made wines to .panish or Fugoslavian wines. Kumar et al. 18@672 observed the factors influencing the buying decision ma ing of -%% respondents for various food products. Country of origin and brand of the products was cross& tabulated against age, gender and income. >esults revealed that the considered factors were independent of age, education and income. The brand image seemed to be more important than the origin of the product, since the consumers were attracted by the brands. .hanmugsundaram 18@@%2 studied about soft drin preference in Iellore town of ?orth Arcot district in Tamil ?adu. The study revealed that, the most preferred soft drin among respondents as <old spot 1-*.%%'2, followed by ;imca 1-).6%'2. It was found that the taste was the main factor for preference of particular brand and among the mediaM television played a vital role in influencing consumer to go for a particular brand. 0ecause of convenience in carrying, tetra pac was most preferred one. Ali 18@@-2 studied the brand loyalty and switching pattern of processed fruit and vegetable products in 0angalore city by using ,ar ov Chain analysis. The result of study revealed that Kissan brand of jam and ,aggi brand of etchup had a ma#imum brand loyalty among consumers and less amount of brand switching occurred for these brands. .abeson 18@@-2, in his study stated that high +uality, price and taste of the product were the major criteria based on which the customers selected a brand of processed fruits and vegetable products. Bans et al. 18@@*2 revealed that, the brand switching of consumer was based on variety see ing behaviour, motivations, curiosity and price motive. Ieena 18@@*2 studied brand switching and brand loyalty of processed fruit and vegetable products in Karnata a state by using ,ar ov Chain analysis. The result of the study revealed that ,aggi, .il and Kissan were having mar et retention of 7).-%, $$.76 and )6.7) per cent, respectively for jam products. The e+uilibrium

shares determined in order to predict future mar et position among the different brand showed that in long run shares of Kissan, >e#. =ther brands were li ely to decline, mainly on account of increased mar et shares of <ala, .il and ,aggi. /admanabhan 18@@@2 conducted study on brand loyalty, which revealed that the price of the preferred brand, efficiency of the preferred brand and influence of advertisement significantly influenced the brand loyalty. =nly when the price of a particular brand is comparatively low, the farmers would naturally prefer to low priced brand. =therwise farmers would naturally continue to purchase the same brand. ;ow and ;amb Jr. 1-%%%2 came out with an interesting conclusion that well nown brands tend to e#hibit multi&dimensional brand associations, consistent with the idea that consumers have more developed memory structures for more familiar brands. Consumers might be willing to e#pend more energy in processing information regarding familiar brands compared to unfamiliar brands. Kamenidou 1-%%-2 presented the findings on the purchasing and consumption behaviour of <ree households towards three processed peach products9 canned peaches in syrup, juice and peach jam. The results revealed that )7.$% per cent of the households purchased canned peaches in syrup, *7.)% per cent purchased peach juice and )-.*% per cent purchased peach jam. >easons for such purchase were satisfactory taste and +ualities and household"s perception that they were healthy products. The results also indicated that the consumption +uantities were considered low, while households usually purchased the same brand name, meaning that there was a tendency for brand loyalty. .ampath umar 1-%%52 studied about brand preference in soft drin s in Telangana region of Andra /radesh. Be found that in rural mar et about 57.$% per cent of consumers preferred Thumbs&up 1urban 5%'2, followed by Coca cola 1-6.$%'2 1urban 57.$%'2, /epsi 8-.$% per cent 1urban @.%%'2, ;imca 1).%%'2 1urban 6.$%'2. ,ost of the urban consumers 1*7.%%'2 purchased soft drin s in nearest Kirani stores 1rural 75.%%'2, followed by super ba:aar 1-7.%%'2 1rural -*.%%'2 and others 1*.%%'2 1rural 8.%%'2. The method of physical distribution played very vital role in company"s success and failure in the mar et. Transportation was among the major functions of physical distribution. Transport adds time and place utility for the product.

Kim&Byunah et al. 1-%%$2 analy:ed the relationship among brand e+uity factors 1brand awareness, brand image, brand preference and brand loyalty2 and suggested a strategy for brand management in contract food service management companies. Be concluded that brand awareness has positive effect on brand image and brand preference and recommended that the contract food service companies should focus on improving brand awareness as a brand strategy. In addition, brand preference and brand image had significant positive effects on brand loyalty. Thus, the companies should strive to strengthen brand loyalty through building brand preference and brand image. 0rand loyalty promoted more customer visits, which was directly related to profitability of contract food service management companies, the authors concluded. Kubendran and Ianniarajan 1-%%$2 studied that, the change in consumption pattern was due to changes in food habits. If income and urbani:ation increase among consumers, the percentage of income spent on consumption increased. The urban consumer"s preferred mostly branded products compared to rural consumers. The most significant factors influencing buying decisions were accessibility, +uality, regular supply, door delivery and the mode of payment. ?arang 1-%%*2 opined that, a buyer does not stic to one brand in case of food purchasing. They should be able recall different brand names when they go for purchase. >epetitive advertising can be used to promote brand recall. The product should be associated with style and trend, so that it appeals to the youth and the brand name should be developed as a fashion statement. /romotional schemes such as discounts and free offers with purchase were suggested to increase rates. Iincent 1-%%*2 studied brand consciousness among children. The study showed that children start to recogni:e product brands at an early age, which influence family buying behaviuor. It was helpful for parents in ma ing purchase decision of durable goods for the family. *-2 (AC"$#S I!()%E!CI!3 B#A!D P#E(E#E!CE .ingh and .ingh 18@682 found that consumers had single or multi&brand loyalty based on the nature of product, li e necessities or lu#uries. 0rand choice and store loyalty were found to affect the brand loyalty of the consumer. The factors that influence and strengthen loyalty to

brand were +uality of product, habit of use and ready and regular availability.

.abeson 18@@-2 in his study stated that, high +uality, price and taste of the products were the major criteria based on which the consumers selected a brand of processed fruits and vegetable products. Ashalatha 18@@62 studied the factors influencing the performance of 0A,3; mil for a sample of 8%% respondents. The study revealed that the factors such as door delivery, clean pac ing, +uality, hygienic preparation, time saving and reliability, good value for money, freshness and desired flavour were important in the order in influencing the decision of buyers for 0A,3; mil . The study underta en by .heeja 18@@62 in Coimbatore district considered the +uality aspects li e aroma, taste, freshness and purity as the major factors deciding the preference for a particular brand of processed spices. In a study conducted by .arwade 1-%%-2 it has been observed that the price was the factor, which influenced the purchasing decision as against the +uality of the product. It is very interesting to find out that the company image and brand image were not totally considered by the households. ?andagopal and Chinnaiyan 1-%%52 conducted a study on brand preference of soft drin s in rural Tamil ?adu, using <arrets ran ing techni+ue, to ran factors influencing the soft drin s preferred by rural consumer. They found that, the product +uality was ran ed as first, followed by retail price. <ood +uality and availability were the main factors, which influenced the rural consumers of a particular brand of a product. Kubendran and Ianniarajan 1-%%$2 founded that, the change in consumption pattern is due to changes in food habits. If income and urbani:ation increase among consumers, the percentage of income spent on consumption increases. The urban consumers prefer mostly branded products compared to rural consumers. The most significant factors influencing buying decisions were acceptability, +uality, regular supply, door delivery and the mode of payment. >amasamy et al. 1-%%$2 studied consumer behaviour towards instant food products in ,adurai, the second largest city in Tamil ?adu and observed that consumers do build opinion about a

brand on the basis of which various product features play an important role in decision ma ing process. A large number of respondents 176.%%'2 laid emphasis on +uality and 7*.%% per cent on price which was an important factor, while *).%% per cent of the respondents attached importance to the image of the manufacturer and $%.%% per cent considered pac aging as an important factor and an e+ual percentage 1$%.%%'2 felt longer shelf life influenced them. 0anumathy and Bemameena 1-%%*2, while studying consumer brand preference with respect to soft drin s, found that after globali:ation most of the consumers li e the international brands such as /epsi and Coco&cola. Consumers preferred a certain brand or a particular drin mainly because of its taste and refreshing ability. Iincent 1-%%*2 elicited that +uality was an important factor that draws consumer towards branded products. 0randed products were accepted as good +uality products. /eople do not mind paying e#tra for branded products, as they get value for money. ,edia is a ey constituent in promoting and influencing brand. A child"s insistence affects family"s buying behaviour. Children are highly aware and conscious of branded items. Although unbranded products sometimes give same satisfaction as branded products, customers would still prefer to purchase a branded product. *-4 A)"E#!A"I+E P%#C0ASE P)A!S >ajarashmi and .udarsana 1-%%)2 revealed that, almost all sample respondents preferred branded products and if their favorite brand is not available in the retail shop, they will go for another store and purchase their favorite brand. If it is not available in the mar et, the respondents were ready to postpone their purchase decision. Anandan et al. 1-%%72 studied that, majority of the respondents 1$).%%'2 will buy another brand if preferred brand is not available, 86.%% per cent of the respondents will go to the nearby town for buying the preferred brand. !ifteen per cent of the respondents will postpone their purchase decision. It was revealed from the study that customers cannot postpone the decision of buying the detergents, as it was one of the essential commodities.

Chapter

"0E$#IC"ICA) BAC53#$%!D

C$!S%/E# BE0A+I$%#6 It is defined as all psychological, social and physical behavior of potential customers as they become aware, evaluate, purchase, consume, and tell to others about product and services. 0uying behavior involves both individual 1 psychological2 and group process. o 0uyer behavior is reflected from awareness right through post purchase

evaluation indicating satisfaction and non satisfaction , from purchaser o 0uyer behavior includes communication, purchasing and consumption behavior o Consumer behavior is basically social in nature hence the social factors play important roles in shaping buying behavior o 0uyer behavior includes both customer and industrial behavior.

70ence consumer &ehavior is an orderly process where&y the consumer interacts with the environment for ma8ing a purchase decision on products G

C$!S%/E# BE0A+I$# A!D /A#5E"I!3 /A!A3E/E!" ,ar eting managements wor around consumers which is actually the mar et for them 3nderstanding their behavior is very vital in every segment to plan mar eting activities accordingly. 0oth industrial and individual customers are vital in mar eting management

DI+E#SI"9 $( C$!S%/E# BE0A+I$#6 customer and consumer words are referred as synonyms but the difference e#ists

 customer & the purchaser of product or service , may or may not be the end user consumer& the end user , may or may not be the purchaser ?ew age of business demands differentiation of customers by individual differences in consumer e#pectations, preferences and influences. !irms need to go into deep of consumer behavior to analy:e and act to achieve objectives

C$!CEP" : !EED ($# S"%D9I!3 C$!S%/E# BE0A+I$#6Consumer behavior can be said to be the study of how individual ma e decision on how to spend their available resources 1time, money, effort2 on various consumption related items. This simple definition of consumer behavior tells the mar ets to resolve every activity around the ultimate consumers N gauge their behavior by specially focusing on9 Who buys products or servicesO Bow do they buy products or servicesO Where do they buy themO Bow often they buy themO Why do they buy themO Bow often they use themO

These +uestions will help in understanding better what factors influences the decision ma ing process of the customers. The decision ma ing process identifies the number of people who are involve in this process N describes a role to them li e users, decides, influences N buyers. It is believed that consumers or customers ma e purchase decision on the basis of receipt of a small number of selectivity chosen pieces of information. Thus it will be very important to understand what N how mush them to evaluate the goods N services offerings. C$!S%/E# DECISI$! /A5I!3 P#$CESS6-

.timuli& need, reasons, influences, gathering information Information processing& process , analy:e information about product Aecision ma ing & on the basis of analysis , decision to go for >esponse& response to buy without any prejudice !or industrial buyers the process is almost similar only with addition of re&buy, modified re buy or new tas .

(AC"$# I!()%E!CI!3 B%9I!3 BE0A+I$#6 Individual factors

Cognitive thin ing process K perception , attitudes , ?eedsLmotives /ersonal characteristics K demography, lifestyles ,personal traits (nvironmental factors Culture& values ,beliefs, sub cultural L cross cultural factors .ocial class& social class , society Influence groups K family, opinion leaders, reference group .ituational variables K purchase occasion , mar et communication, shopping behavior, price , sales influence , product position C$!S%/E# SA"IS(AC"I$!9& All business firms have reali:ed that mar eting is a core element of management philosophy N the ey to its success lies in focusing more N more on the customers. That is, it will be the customer who will decide where the firm is heading. Thus the challenge before the mar eter is to ensure that they should satisfy every customer.

.atisfaction is an important element in the evaluating stage. .atisfaction refers to the buyers state of being ade+uately rewarded in a buying situation for the sacrifices he has made one the customer purchase N use the product they may then become either satisfy or dissatisfied. The result of satisfaction to customer form the purchase of the product or services is that more favourable post&purchase attitude, higher purchase intention N brand loyalty to be e#hibited that the same behavior is li ely to be e#hibited in a similar purchasing situation. The term Cconsumer" is a typically used to refer to someone who regularly purchase from a particular store or company. Customers are people who are happy with the product N services N are willing to come bac N pay for it again. Today the firms aim to give satisfaction to the customer through mar eting concepts. The firm try to help the buyers in the solving the problem then competitors. The mar eters must see that consumers with purchasing power constitute a potentials buyers are identified. It is essential for the mar eter to carry out the business in such a way that they give satisfaction to consumers needed. When a firm mar ets a product or service it should aim to enjoy consumer"s satisfaction N profit ma#imi:ation. C$!S%/E# #ESEA#C06Consumer research is the methodology used to study consumer behavior research offer set diverse to identify consumer needs it is used to identify both felt N unfelt needs, to learn how consumers. /erceive product N brand N stores. What their attitudes are before and after promotional campaigns N how N why they ma e their consumption decision.

Chapter :

I!D%S"#9 C$/PA!9 P#$(I)E

HISTORY OF ICE-CREAMS: Ice creamPs origins are nown to reach bac as far as the second century 0.C., although no specific date of origin or inventor has been undisputably credited with its discovery. We now that Ale#ander the <reat enjoyed snow and ice flavored with honey and nectar. 0iblical references also show that King .olomon was fond of iced drin s during harvesting. Auring the >oman (mpire, ?ero Claudius Caesar 1A.A. $)&6*2 fre+uently sent runners into the mountains for snow, which was then flavored with fruits and juices. =ver a thousand years later, ,arco /olo returned to Italy from the !ar (ast with a recipe that closely resembled what is now called sherbet. Bistorians estimate that this recipe evolved into ice cream sometime in the 8*th century. (ngland seems to have discovered ice cream at the same time, or perhaps even earlier than the Italians. QCream Ice,Q as it was called, appeared regularly at the table of Charles I during the 87th century. !rance was introduced to similar fro:en desserts in 8$$5 by the Italian Catherine de ,edici when she became the wife of Benry II of !rance. It wasnPt until 8**% that ice cream was made available to the general public. The .icilian /rocopio introduced a recipe blending mil , cream, butter and eggs at CafR /rocope, the first cafR in /aris. THE FROZEN DESSERT PRODUCTS:Ice Cream consists of a mi#ture of dairy ingredients such as mil and nonfat mil , and

ingredients for sweetening and flavoring, such as fruits, nuts and chocolate chips. !unctional ingredients, such as stabili:ers and emulsifiers, are often included in the product to promote proper te#ture and enhance the eating e#perience. 0y federal law, ice cream must contain at least 8%' mil fat, before the addition of bul y ingredients, and must weigh a minimum of ).$ pounds to the gallon. (ro;en Custard or (rench Ice Cream must also contain a minimum of 8%' mil fat, as well as at least 8.) ' egg yol solids. Sher&ets have a mil fat content of between 8' and -', and atslightly higher sweetener content than ice cream. .herbet weighs a minimum of * pounds to the gallon and is flavored either with fruit or other characteri:ing ingredients.

3elato is characteri:ed by an intense flavor and is served in a semi&fro:en state that is similar to Qsoft serveQ ice cream. Italian&style gelato is more dense than ice cream, since it has less air in the product. Typically, gelato has more mil than cream and also contains sweeteners, egg yol s and flavoring.

Sor&et and ,ater Ices are similar to sherbets, but contain no dairy ingredients. A <uiescently (ro;en Confection is a fro:en novelty such as a water ice novelty on a stic .

(ro;en 9ogurt consists of a mi#ture of dairy ingredients such as mil and nonfat mil which have been cultured, as well as ingredients for sweetening and flavoring.

!ovelties are separately pac aged single servings of a fro:en dessert && such as ice cream sandwiches, fudge stic s and juice bars && that may or may not contain dairy ingredients

ICE C#EA/ I!D%S"#9 I! I!DIA

The ice cream mar et growth pic ed up after de&reservation of the sector in 8@@7. The total si:e of Indian ice&cream industry is 6%%S crores. In the organi:ed sector the major players are Bindustan ;ever represented mainly by Kwality Walls brand. Amul with an estimated mar et share of 56' is biggest player in mar et also he is rapidly gaining mar et share and lastly Iadilal is the player in the national mar et with 6&@' of the mar et share. Almost )%' of the ice creams sold in the country are consumed in the western region with ,umbai being the main mar et, followed by 5%' in the north and -%' in the south. 3rowth6The Indian government adopted the policy of liberali:ation regarding the ice cream industry also and it is since then that this sector has shown an annual growth ranging from 8$& -%' per annum for last 8& - year. Till now it is estimated at worth of 6%%S crores. This growth rate is e#pected to continue for another ne#t -& 5 years because of lower base. /er capita

consumption of ice&cream in India is still a dismal 8%* ml per annum against -- liters in mar ets li e the 3.. .o Indian ice&cream industry is still is in growth phase. This is a good sign for competitors. "ypes6Indian Ice Cream mar et can be segmented in three different ways, namely on the basis of flavorsM on the basis of stoc eeping units L pac aging and on the basis of consumer segments. =n the basis of flavors the mar et today has a number of flavors li e vanilla, strawberry, chocolate, mango, butterscotch a number of fruit flavorsM dry fruit flavors traditional flavors li e Kesar& /ista, Kaju& Ara sh etc. The mar et is totally dominated by Ianilla, .trawberry and chocolate, which together account for more than 7%' of the mar et followed by butterscotch and other fruit flavors. Production area6 In rural areas, ulfis L ice creams made by small L cottage industry are popular. The mar et for organi:ed sector is restricted to large metropolitan cities. In small towns and villages, there are thousands of small players who produce ice& creams L ulfis in their home bac yard and cater to the local mar et. Almost )%' of the ice creams sold in the country are consumed in the western region with ,umbai being the main mar et, followed by 5%' in the north and -%' in the south.

(%"%#E $( ICE C#EA/ /A#5E" I! I!DIA

Ice Cream mar et will e#pand with increase in number of malls & B;; has been increasing their ice cream outlets & .wirl. !ew years consumers use to go out for wal after dinner and use to buy ice creams from haw ers. 0ut now consumer who often visit malls for entertainment prefer to buy ice creams during different times of the day as it is visible upfront and feel li e spending >s. $% for that tasty chocolate swirl with ca e and nuts. As mar eters are understanding the different needs of consumers, be it health conscious people, ids, youngsters, young etc, and coming up with products specific for them... with portfolio of flavors, consumer today has

plethora of options at hand to choose from and therefore high probability of buying one more scoop of ice cream. Also with increasing wallet si:e and innovative modern retail formats, it has definitely given a good chance to the ice cream industry in India.

A/%)
Amul began the dairy cooperative movement in India and formed an ape# cooperative organi:ation, <ujarat Co&operative ,il ,ar eting !ederation ;td. 1<C,,!2, which today is jointly owned by some -.- million mil producers in <ujarat, India. Amul was formally registered on Aecember 8), 8@)*. The brand name Amul, sourced from the .ans rit word Amoolya, means priceless. It was suggested by a +uality control e#pert in Anand. .ome cite the origin as an acronym to 1Anand ,il 3nion ;imited2.The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity. $#3A!ISA"I$!6 Amul is a dairy cooperative movement in India. It is a brand name managed by an ape# cooperative organi:ation, <ujarat Co&operative ,il ,ar eting !ederation ;td. 1<C,,!2, which today is jointly owned by some -.)8 million mil producers in <ujarat, India. It is based in Anand town of <ujarat and has been a sterling e#ample of a co&operative organi:ationPs success in the long term. The Amul Pattern has established itself as a uni+uely appropriate model for rural development. Amul has spurred the White >evolution of India, which has made India one of the largest mil producers in the world. It is also the worldPs biggest vegetarian cheese brand. .uccess of Kaira Aistrict Co&operative ,il /roducersP 3nion ;imited and setting up of Aistrict Co&operative ,il /roducersP 3nions needed a state&level organi:ation for entire <ujarat. That leads to creation of <ujarat Cooperative ,il ,ar eting !ederation 1<C,,!2. #A!3E $( P#$D%C"S6AmulPs product range includes mil others. . Amul 0utter, Amul ,il powders, mil , butter, ghee, cheese,

chocolate, ice cream, cream, shri hand, paneer, gulab jamuns, basundi, ?utramul brand and /owder, Amul <hee, Amulspray, Amul Cheese, Amul

Chocolates, Amul .hri hand, Amul Ice cream, ?utramul, Amul ,il and Amulya In January -%%*, Amul plans to launch IndiaPs first sports drin .tamina, which will be competing with Coca ColaPs /owerade and /epsiCoPs <atorade. C$/PE"I"I$! A!D E=P$#"6In January -%%*, Amul plans to launch IndiaPs first sports drin .tamina, which will be competing with Coca ColaPs /owerade and /epsiCoPs <atorade Amul is the largest food brand in India with an annual turnover of 3. 46*6 million 1-%%$&%*2. Currently Amul has -.)8 million producer members with mil collection average of $.%6 million litresLday. 0esides India, Amul has entered overseas mar ets such as ,auritius, 3A(, 3.A, 0angladesh, Australia, China, .ingapore, Bong Kong and a few .outh African countries. Its bid to enter Japanese mar et in 8@@) had not succeeded, but now it has fresh plans of flooding the Japanese mar ets. =ther potential mar ets being considered include .ri ;an a. #E+$)%"I$!A#9 ,$#56In 8@@* Amul was one of the first major organi:ations in India to have a website. This site has been used both to develop an intranet of Amul distributors as well as a cyber&store for consumers, one of the first e#amples of e&commerce activity in India. The C(= of Amul, ,r. 0 , Iyas, recently said, QAmul is not a food company, it is an IT company in the food businessQ. Be was recogni:ing that the most efficient way of building lin s between mil producers and consumers so as to provide the best returns for both is through IT innovation. Amul has been able to withstand the onslaught of private and foreign players in the dairy industry and has also been able to e#port products in limited +uantities. The success of Amul resulted in similar organi:ations being setup by state governments throughout India, most of which had reasonable success. (#amples are Iijaya in Andhra /radesh, Aavin in Tamil ?adu and others. SI"%A"I$! $( (A#/E#S6=ver five decades ago, the life of an average farmer in Kheda Aistrict was very much li e that of hisLher counterpart anywhere else in India. BisLher income was derived almost entirely from seasonal crops. The income from mil buffaloes was undependable. /rivate traders

and middlemen controlled the mar eting and distribution system for the mil . As mil

is

perishable, farmers were compelled to sell it for whatever they were offered. =ften, they had to sell cream and ghee at throw&away prices. In this situation, the private trader made a illing. <radually, the reali:ation dawned on the farmers that the e#ploitation by the trader could be chec ed only if they mar eted their mil themselves. Amul was the result of the reali:ation that they could pool up their mil and wor as a cooperative. 5AI#A DIS"#IC" C$-$PE#A"I+E /I)5 P#$D%CE#S %!I$!6The Kaira Aistrict Co&operative ,il /roducersP 3nion ;imited began

pasteuri:ing mil for the 0ombay ,il .cheme in June 8@)6. 0y the end of 8@)6, more than )%% farmers joined in more Iillage .ociety, and the +uantity of mil handled by one 3nion increased from -$% to $,%%% liters a day. The success of Amul was instrumental in launching the White >evolution that resulted in increased mil production in India. It is officially termed as =peration !lood by Amul. The brea through technology of spray&drying and processing buffalo mil , developed by ,r. B.,. Aalaya, was one of the ey factors that contributed to the >evolution. E="#A $#DI!A#9 S"$#9 $( A/%) (very day Amul collects ))7,%%% litres of mil from -.8- million farmers 1many illiterate2, converts the mil into branded, pac aged products, and delivers goods worth >s * crore 1>s *% million2 to over $%%,%%% retail outlets across the country. Its supply chain is easily one of the most complicated in the world. If we are visit to any Amul or <ujarat Cooperative ,il ,ar eting !ederation 1<C,,!2 office a photograph of ,ahatma <andhi will be missing but we can certainly see one particular photograph showing a long line of <ujarati women waiting patiently for a union truc to come and collect the mil they have brought in shining brass mat as. This ma es the farmers or the member of the organi:ation of the organi:ation how to prevent the mil from souring. Bence, Amul ta es various initiatives to ma e the farmer or the producer understand how to provide service to the consumers with the only resource available with them i.e. mil a perishable one. The prominent display of picture states the messageH !E+E# ($#3E" 9$%# C%S"$/E#- I( 9$% D$!>" S%CCESS IS CE#"AI!? At the time Amul was formed, consumers had limited purchasing power, and modest consumption levels of mil and other dairy products. 0eing a co&operative organi:ation

Amul adopted a low&cost price strategy to ma e its products affordable and attractive to consumers by guaranteeing them value for money. Amul also introduced higher value products. 0eginning with li+uid mil , Amul enhanced the product mi# through the progressive addition of higher value products while maintaining the desired growth in e#isting products. Aespite competition in the high value dairy product segments from firms such as Bindustan ;ever, ?estle and 0ritannia, <C,,! ensures that the product mi# and the se+uence in which Amul introduces its products is consistent with the core philosophy of providing mil at a basic, affordable price.

A/%) P#$D%C"S A,3; means QpricelessQ in .ans rit. The brand name QAmul,Q from the .ans rit QAmoolya,Q was suggested by a +uality control e#pert in Anand. Iariants, all meaning QpricelessQ, are found in several Indian languages. Amul products have been in use in millions of homes since 8@)*. Amul 0utter, Amul ,il /owder, Amul <hee, Amulspray, Amul Cheese, Amul Chocolates, Amul .hri hand, Amul Ice cream, ?utramul, Amul ,il and Amulya have made Amul a leading food brand in India. 1Turnover9 >s. 57.7) billion in -%%$&%*2. Today Amul is a symbol of many things of high&+uality products sold at reasonable prices of the genesis of a vast co&operative networ of the triumph of indigenous technology of the mar eting savvy of a farmersP organi:ation. Amul represents a proven model for dairy development. Amul /asteuri:ed 0utter A,3; ;IT( 9 A ;ow !at ;ow Cholesterol 0read .pread Amul .pray Infant ,il !ood Amul Instant !ull Cream ,il /owder Amul (mmental Cheese A,3; /IDDA CB((.( A,3; ,A;AI /A?((>

Amul /ure <hee. ,ithai ,ate Amul .hri hand ,asti Aahi Amul Ice Creams Amul ,ithaee <ulab Jamun ,i# Amul Chocolates Amul 0asundi Amul .ha ti Bealth !ood Arin

5wallity ,alls
Kwality !oods is co&founded by Ar. Kanti /are h /h.A. !ood .cientist, a !ood Technologist, TA specialist and a !lavorist. With his combined e#pertise of )% plus years, the co&founders has ensured that a high +uality, safe product is manufactured with reproducible consistency. The idea behind the all natural ice cream is simple. Kwality Ice Cream is the +uintessence of what a super premium ethnic ice cream should be. It is conceived by people that now and understand the necessity of a high caliber gourmet product. Just one taste will win you over. Kwality Ice Cream is available in a variety of delicious flavors and pac aged in convenient si:es of cups, pints, half gallon, 8.$ < and 5 <allon tubs. It is also available in parlors in (dison, !ran lin /ar , Iselin, ;ong Island, Bic sville and restaurants as individual scoops. We, at Kwality Ice Cream highly value good customer service. We are open for feedbac and are committed to suggestions and comments. Kwality Ice Cream is the pioneer in the Indian ice&cream manufacturing industry and in 8@$*

became the first company in the country to use imported technology for manufacturing ice&cream on a commercial scale. As the ice&cream industry e#ploded in India, in 8@@$ Kwality <roup joined hands with Bindustan ;ever ;imited and then there was no loo ing bac . The Indian consumer mar et was introduced to GKWA;ITF WA;;.H K the result of collaboration between global brand Walls and the leading Indian ice&cream brand Kwality. Though the two giants eventually parted ways, the collaboration made Kwality a household name and created deep in roads for the brand in the consumer mar et. Today, Kwality is not just a brand K it is the ice& cream associated with the Indian summerM it"s the first choice in ice&cream for any child or adult during the scorching Indian summers. Kwalityice&creams are trusted not only for their rich, creamy flavours, but also for their trusted +uality and nutritious food value. Kwallity Wall"s was launched in 8@@$ as Bindustan 3nilever ;td Cs. master brand for ice creams. With in&depth brands. Bindustan 3nilever started by merging * e#isting ice cream brands in the country and then launched Kwallity Wall"s range of ice creams and fro:en desserts. Kwality WallPs is a major producer and distributor of ice cream and other dessert products in India, /a istan, .ri ;an a, ,alaysia and .ingapore. It is a company of Bindustan 3nilever, the arm of 3nilever in India, and is an e#tension of the WallPs ice cream brand of<reat 0ritain. Bowever, in some countries li e India, most of Kwality WallPs products are not mil based ice cream but rather vegetable fat based fro:en desserts The <lobal .coop

nowledge of the Indian mar et and 3nilever"s state&of&the&art

technology, Kwallity Wall"s has been delivering superior +uality products under its international

3nilever is the worldPs biggest ice cream manufacturer, with an annual turnover of U$ billion Beartbrand products are sold in more than )% countries. The Beartbrand operates under different names in different mar ets 1WallPs in the 3K and most parts of Asia, Algida in Italy, ;angnese in <ermany, Kibon in 0ra:il, and =la in the ?etherlands2

In a world of stress, denial and restraint, providing moments of daily pleasure to consumers, through our delightfully delicious products, is our passion. We believe in spreading happiness and smiles through every cone, cup, stic and tub we sell. =ur biggest satisfaction comes from the loo of bliss and happiness of our consumers faces, as they devour our products. =ur passion is inspired by our love for simple ingredients li e ,il , !ruit and Chocolate, which ma e our products the best G/leasure !oodH there is. Kwality Wall"s& the brand with the heart logo & is been loved for its wide variety of products, from indulgent treats li e Cornetto N !east 1for teens and young adults2, to /addle /op 1for ids2, to family favorites li e our Creamy Aelight, N Carte A"or and !ruttare 1for people who love refreshing fruits2. K(F !ACT.

3nilever is the worldPs biggest ice cream manufacturer, operating under the Beartbrand and Kwality Wall"s is present in India since 8@@5. Beartbrand products are sold in more than )% countries worldwide. Also sold as Algida in Italy N Tur ey, ;angnese in <ermany, Kibon in 0ra:il, .treets in Australia and =la in the ?etherlands.

S,$" Analysis of $verall Ice Cream /ar8et in India

Strengths: The strengths of Ice Cream mar et in India is the availability of natural resources which can be capitali:ed to improve and increase the mar et si:e available. Weaknesses: ,any un&organi:ed sector players manufacturing ice creams are not hygiene and +uality conscious and they just try to compete on price resulting in unhealthy competition with organi:ed sector manufacturers as well as good unorgani:ed sector manufacturers. ,any organi:ed players are thus finding difficulty to maintain and survive in the mar et as they have high fi#ed overheads.

Opp rt!n"t"es: ;oo ing to the International scenario, Ice Cream industry in India has a huge potential in the untapped mar et available with us. Ice Creams of various types can be made available to the people at large to increase the consumption.

Threats: Aue to globali:ation many ,ulti ?ationals are entering in India with a good financial bac up, latest technologies and e+ually good +uality products with attractive pricing and different varieties. This can create problem for Indian manufacturers of Ice Creams if they can"t match their +uality and price with them. S,$" Analysis of Amul6 Strength6 Their main strength is the huge networ they have with manufacturing units at various locations all India and the strong financial bac up they have. 8. <ood product range includes various flavors, party pac s, stic s, cones etc. -. <ood +uality and pac aging, and good advertising. 5. Amul is one of the most respected top&of&the&mind brands. ). Also launched probiotic and sugar free ice creams. $. =ffers over -%% products across India. ,ea8ness6 8. ;ocal unorgani:ed sector giving ice cream at low price without any +uality. -. <rowing competition from international and other brands means limited mar et share. 5. ;imited international presence as compared to leading global brands $pportunity6 8. Bigh (nd ice&cream to tap the higher income group also -. Tie&up with food chains, restaurants 5. ,obile vans for better visibility "hreats6

8. Kulfi in rural mar ets -. ;ocal ice creams and sweet dishes 5. Bealth conscious people refraining from sweets

S,$" analysis of 8wality walls Strength6 8. .trong brand name -. (#cellent advertising and visibility 5. <ood product distribution and availability ). ;ots of flavors and varieties available ,ea8ness6 82 !ood products have a limited shelf life. $pportunity6 8. 0etter and newer flavors. "hreats6 8. Threat from e#isting ice&cream brands -. ;ocal Kulfis

#esearch Design
A research design is the specification of methods and procedure for ac+uiring the information needed. It is the overall operation pattern or frame wor of the project that stipulates what information is to be collected from which sources by what procedures. It is evident that research design is more or less a blue print of research. >esearch design specifies the sources for collection of re+uisite information and its measurement and analysis with a view to arriving at certain meaningful conclusion at the end of proposed study.

Data source
The source from which we get the information or data for research is nown as data source. The researcher can gather primary data, secondary data or both.

Primary data6The data are freshly gathered for specific purpose or for a specific research project. The researcher collected the data by himself without use of any secondary source.

Census
It refers to collecting data from the entire population. Census ta es a long time and hence

is not suitable for our research. .o we used the other type which is called sample.

Sample
It refers to a pie ta en from a population. !or this research mainly primary data are important. !or our study we have used primary data. Through +uestionnaire, we interacted with 6% consumers. We hoped to get proper analysis and conclusion from that information

Secondary data6The data which already e#ists somewhere and it was gathered for some other purpose in the past. Bere we get the information through internet by using different websites. To start investigation by e#amine secondary data to see whether the problem can be partly or fully solved without collecting costly primary data.
In this report I have to choose primary data to know about the consumer behavior on ice cream.

Data collection Data collection "ools and "echni@ues

The researcher has to decide on the appropriate tool for data collection. These tools are9 Interview schedules & which are used for exploratory researchA <uestionnaires & which are used for surveys We have gathered data using +uestionnaire as our tool. <uestionnaire9 Tuestionnaire is the most important tool for data collection. It contains +uestions that a researcher wishes to as his respondents. It is important that these +uestions are easy to understand and every person finds it easy to answer. As far as possible use of all technical terms or double meaning words are avoided in +uestionnaires. .- $pen ended @uestions6To such +uestions, respondents can give their suggestion in writing. As the respondents are giving answers in writing and not using tic mar s, it becomes lengthy and time consuming and also boring for the respondents. .o mostly, close ended +uestions are used. *- Close ended @uestions6-

Close ended +uestions are those where respondents have to select a response from among the multiple choices offered to him or her. !or close ended +uestions, a person only has to tic mar . .o I have used close ended @uestionnaire in this report for survey of ice cream.

Sample si;e
A decision regarding the num&er of units to &e selected from the population is to &e made when it is decided to ta8e a sample from a population- "he num&er of units to &e selected from a population is called the si;e of a sampleIt means that a researcher has to first consider the si:e of population first. !rom that, he has to decide sample si:e and then research on it. .ample si:e is based on the time available to the researcher or decision ma er. It is also dependent on the nature of the problem or research design. (rom the estimated consumer of ice creamA I have ta8en BC consumers randomly as population sample-

SA/P)I!3 /E"0$DS
A >esearcher generally has ta en a small portion of the population for study which is referred to as sample. The process of selecting a sample from the population is sampling. In sampling methods there are mainly two methods6 D.E #andom sampling D*E !on random sampling (or this purposes my research I consider simple random sampling-

"arget population
The target population for the research project is the no. customer in Byderabad using ice cream.

Analytical tool6
In this /ercentage method and .W=T analysis has been used.

Presentational tool6
In this bar diagram and pie charts have been used for presenting the result of survey.

Data Analysis and Data Presentation

3E!DE#9 <ender play vital role in purchase decisions. <ender classified on se# basis i.e. male and female. <ender classification is re+uiring to mar eter because different gender e#hibits different perception towards products. In classification of gender the following number is used to now their perception. Classification of Customers Based $n Sex .e# ,ale !emale Total ?o. of respondents 5$ *$ 8%% Sources9 Primary Data /ercentage ' 5$ *$ 8%%

I!"E#P#E"A"I$!6
5$' of the respondents are male and *$' of the respondents are female. !rom the above table we can conclude that, the majority of the respondents were belongs to female group. $CC%PA"I$!9 =ccupation is also influences a person"s consumption pattern. A blue collar wor er will buy wor clothes, wor shoes and lunch bo#es. .imilarly the Amul Icecream is purchased by various occupants. The following occupants of the respondents are classifies for the data collection. Analysis of $ccupation of the #espondents =ccupation 0usiness (mployee Bouse wife =thers Total ?o. of. respondents -% 8% *$ %$ 8%% Sources: Primary Data /ercentage ' -% 8% *$ %$ 8%%

I!"E#P#E"A"I$!6
-%' of the respondents are businessmen, 8%' of the respondents are employees, and *$' of the respondents are house wives, %$' of the respondents are others group. I!C$/E9 Income decided the purchasing power of the customer. If the income is high then, they go for high +uality irrespective of price of the product. Bence in this research I li e to collect the data how income is influence to purchase Amul Ice&cream. Analysis of ,onthly Income of the >espondents ,onthly income 0elow $%%% $%%8&8%%%% 8%%%8&8$%%% ?o. of respondents 56 5% -8 /ercentage ' 56 5% -8

8$%%8 N above Total

88 8%% Sources6 Primary Data

88 8%%

I!"E#P#E"A"I$!9 As per the data 56' of the respondents earn per month below $%%%, 5%' of the respondents earn $%%8 to 8%%%%, -8' of the respondents earn above 8%%%8 to 8$%%%. 88' of the respondents earn 8$%%% N above. !rom the above table we can conclude that majority of the respondents" monthly income group of below $%%% and more than $%%% to 8%%%%. .E Do you &uy Ice creamF /urpose9 To find out how many people are buying ice cream.

Particulars 9es !o

Percentage 6%' -%'

Interpretation6 The chart indicates that the highest percentage of consumer 16%'2 would li e to buy ice cream and -%' consumers are not interested to buy ice cream.

*E 0ow often do you consume ice creamF Purpose6 to find out how many times consumer consumes the ice cream. Particulars Every day 1to2 time in a wee8 $nce in every wee8 $nce in a .4 days "otal !o-of respondents 8-@ -) 8$ 6% Percentage 8$' 5*.-$' 5%' 86.7$' 8%%'

Interpretation6 =ut of 6% consumers, 5*.-$' consumers prefer ice cream 5 to) times in a wee and 5%' consumers prefer ice cream once in a wee . And they all other consumers are preferring ice cream to every day, once in 8$ days.

1E ,hen do you consume ice creamF Purpose6 To find out which time consumers would li e to prefer ice cream.

/articular /arties .ocial occasions As desserts With friends

?o. of respondents )8 5@ -) @)

percentage -%.7' 8@.*@' 8-.8-' )7.)7'

Interpretation6 In above chart )7' consumer s prefer ice cream to eat with friends and -8' consumers would li e to eat in parties and -%' consumers would li e to on social occasions and 8-' consumers would li e to eat on desserts. It means the new generation and younger consumers would li e to prefer ice cream with their friends and parties also. 2E ,hich are your favorite Ice creamsF

Purpose6 To now about favorite ice cream of consumer.

Particular +anilla Butter scotch 5esar-pista #a'&hog Chocolate "otal

$pinion of respondets 5% )* 56 )$) 6%

Percentage 8).-@' -8.@%' 86.8%' -%' -$.7%' 8%%'

Interpretation6 In this above chart out of 6% consumers, -$.7%' consumers most li e chocolate ice cream and -8.@' consumers li e butter scotch ice cream, and -%' consumers li e esar pista ice cream and other consumers are li e vanilla and >ajbhog ice cream. The reason was that most of the consumer"s favorite ice cream is chocolate flavor. 4E Do you thin8 &rand name is also important in the ice creamF Purpose6 To now about importance of brand name by the consumers. Particular 9es !o "otal !o- of respondents GH .1 BC Percentage B1-H4I .G-*4I .CCI

Interpretation6 This chart indicates that 65.7$' consumers are give the importance of brand because people are brand conscious and other 8*.-$' consumers are but giving importance of brand because they are not believe in brand.

GE #ate the following &rands on scale of . to 4F /urpose9 To find out consumers most li e brand of ice cream.

>an 0rand Amul Iadilala Bavmor Kwality Walls ,other dairy

?o. of respondents 8 5 ) 5% 8% $ -* 85 87 -8% 58 5 7 55 -6 @ @ -% 8) -7 6 8%

$ 6 $ 88 8% )7

Interpretation6 This chart indicates that 5%' consumers prefer Amul brand of ice cream because of good +uality, taste and innovation of the product and -*' consumers are preferred Kwality wallsl ice cream because of +uality taste and advertisement and 8-' consumers preferred vadilal ice cream and other consumers are preferred Bavmor and mother dairy ice cream.

HE ,hich factors influences you to &uy Ice creamF D#ate on scale . to .CE Purpose6 To find out features most li e by consumers.

#an8 Particulars <uality "aste Price Advertisement Brand Pac8aging Availa&ility (riends Smoothness service

. *1 *1 .C 1 H . 1 * * *

* *H *1 J 2 * 2 * . 2 *

1 H .G *2 2 *C 2 . 4 * 2

2 G G *. *C .4 2 . . 2 .G

4 2 1 G *2 .J 2 4 .1 G H

G * . 2 4 1 *2 J .2 .4 2

H . 1 1 4 J .2 *C .2 .1 H

B 1 * * G 1 .* .2 .C .C .G

J 1 * . G 1 .* .2 .C *C .C

.C * * * 2 * 4 .G 1 J .4

Interpretation6 This chart indicates that -5' consumer are giving first ran of taste and +uality because taste and +uality is most important factor of ice cream and 8%' consumer giving - ran of price because of price is valuable factors to buy ice cream depend on consumers and 7' consumers are giving third ran of brand because brand is also important factor to preferred ice cream and 5' consumers are giving fourth ran of advertisement because without popularity consumer would not li e to buy ice cream and other consumers are believe in service , smoothness, availability, and pac aging.

BE 0ow much do you normally spend on ice cream in one helpingF Purpose6 To find out how much price consumers spent on ice cream.

/articular $ to -% -% to 5% 5% to )% )o to $% $o above Total

?o. of respondents -% 5$ 88 * 6 6%

/ercentage -$' )5.7$' 85.7$' 7.$' 8%' 8%%'

Interpretation6 This chart indicates that --' consumers are >s. -%to5% spent on ice cream because it affordable price by the consumers and 8-' consumers are spent on ice cream $ to -% because people would li e to prefer candies and cone and 7' consumers are spent on ice cream 5%to)% because of their taste and high +uality and flavor of ice cream and all other consumers are li e to spent )%to$% on ice cream li e tub and pac .

JE 0ow do you prefer to have your ice cream inF Purpose6 To find which type of ice cream consumer prefer in ice cream. Particular Cup Cone #ollcut Candy "u& pac8 !o-of respondents 1H 2G .J ** .4 .* Percentage *2-4CI 1C-2GI .*-4BI .2-4HI J-J1I H-J2I

Interpretation6

This chart indicates that 5%.)*' consumer most li e to preferred ice cream in cone because ids are most attract with cone and -).$%' consumers would li e to preferred in cups because of different flavor and everyone eat ice cream in cup and 8).$7' consumers would li e to preferred in candies because of the different flavor and ids li e most and other people li e roll cut, tub and pac because it is in huge +uantity and it"s for family. .CE #ate the following &rands on scale of . to .C for the following parameterF Purpose6 To find out features of ice cream brand li e most feature by consumers.

0rands parameter Tuality Taste .ervice Availability /ricing Advertisement /ac aging Customer friendly Innovation /romotional offers

Bavmor

Amul

Iadilal

Kwality walls

* * * * * * 4 G * 2

. . . . 1 4 1 4 . .

1 1 2 . * B * 2 1 1

4 4 4 H B B 4 J G .C

Interpretation6 In the above chart consumers are giving first ran to +uality, taste, service, innovation and availability of Amul ice cream and second ran consumers are giving to Bavmor ice cream because of taste, +uality, service, availability and innovation. Third ran gives to vadilal ice cream because of taste service promotional offers. And forth ran gives to wality walls in service, taste, pac aging and others parameters consumers are giving fifth, ran on advertising, pac aging.

..E ,here do you usually &uy your ice creamF Purpose6 To find which place consumer would most li e to buy ice cream. Particular Super mar8et Ic cream parlorKrestaurants /ini mar8et Conveniences stores Ice cream cartK vehicle "otal !o- of respondents 14 24 .J .* G ..H Percentage *J-J.I 1B-2GI .G-*2I .C-*GI 4-.1I .CCI

Interpretation6 In the above chart 56.)*' consumer would most li e to preferred ice cream from ice cream parlor because there are available of every type of ice cream and -@.@8' consumers li e preferred ice cream from super malls and other consumer li e to purchase ice cream from Conveniences store and ice cream vehicle. .*E /ost of the time you &ecome aware a&out new ice cream &randK flavor is throughF Purpose6 To find out which media consumer aware about ice cream.

/articular Word of mouth Television >adio ?ewspaper ,aga:ines ,ovie theatres ;eaflets total

?o. of respondents ** *4 .J 2C B .G .2 .22

/ercentage .4-*BI .H-1GI .1-.JI *H-HBI 4-44I ..-..I J-H*I .CCI

Interpretation6 In the above chart 8)' consumers are aware about ice cream through news paper because everyone read newspaper and .haw the advertisement of ice cream and @' consumers are aware through television because television is most nonverbal and verbal communication to give advertise to people are aware and 6' consumers are aware through word of mouth because ta ing about ice cream with friend face to face communication to people are believe that product and other consumers are aware about leaflets, movie theatres and maga:ine which are media consumers are aware about ice cream.

.1E ,ho is the most influencer to &uy ice creamF

Purpose6 to find out whose consumer are most li8e to preferred ice creamParticular 5ids Parents "eenagers $thers "otal !o- of respondents 21 *C 14 .C .CB Percentage 1J-B4I .B-4.I 1*-2.I J-*GI .CCI

Interpretation6

In the above chart 5@.6$' consumers are influence to buy ice cream by ids because ids are very affecting to the ice cream and 5-.)8' consumers preferred ice cream by teenagers in the parties , with friends and 86.$8' consumers are preferred ice cream by parents and all others consumers would li e to influence.

.2E ,hich types of offers attends you the moreF

Purpose6 To find out consumer would the most li e offer in ice cream.

Particulars Discount 3ift +alue addition Com&o pac8 $thers "otal

!o- of respondents 2J 11 .C *C 2 ..G

Percentage 2*-*2I *B-24I B-G*I .H-*2I 1-24I .CCI

Interpretation6 In the above chart -8' consumers are most li e to prefer discount offer in ice cream and 8)' consumers are li e to prefer gift offer in ice cream and @' people are preferred combo pac offer in ice cream and other consumers are li e value addition offer and others. =ffer in ice cream. .4E Do you li8e sugarless ice creamF If yesA then which company Purpose6 To now about awareness of sugarless ice cream by customer.

/articular Fes ?o Total

?o. of respondents $6 6%

/ercentage

Amul Bavmor Kwality @ 7 * -7.$' 7-.$' 8%%

Interpretation6 In the above chart we can see that 7-.$%' consumers are not li e sugarless ice cream and -7.$' consumers are li e sugar less ice cream in that ice cream most li e consumer Amul brand and other consumers li e Bavmor and Kwality brand.

(I!DI!3S
Consumer is more and more buy ice cream. Consumers are preferred ice cream in any time. Consumer is most li e flavor of chocolate and butter scotch ice cream. Consumers are giving importance to brand name so focus on that brand name. Consumers are most li e to preferred Amul ice cream compare to other brand. Consumer is li e most features of +uality, taste, brand, price, advertisement and service in ice cream.

Consumer is spent money on ice cream on average price of >s. -% to 5%. Consumer is most li e to preferred ice cream in cone. Consumer is most li e to prefer features of Amul ice cream compare to other brands. Awareness of ice cream through newspaper. ,ost influencer of ice cream by ids and teenagers. Consumer li e more +uantity to buy N get benefit of price with discount and gifts.

>(C=,,(?AATI=?. I have observed that people of age group -% to 5% are ma#imum consumer of .udha Ice&cream. .o the target mar et for .udha Ice&cream is people of age group-%&5% years N also ids of age group 8%&-% because ids are always easy targets. .ome improvement is re+uired in the flavours li e ,ango, .trawberry, 0lind love, etc. ,ajority of the consumers almost $-' are not satisfied with the location of .udha outlets. They want more convenient locations. Bere major focus should be on providing convenient locations for consumersN introducing G/3.B .T>AT(<FH in order to ma e sure that .udha Ice&cream is always available to consumers -5' of them want some improvement in the +uality, 86' in +uantity N rest 7' in price. 0ut )%' of the consumers don"t thin that .udha is consistent in maintaining the +uality of its product. This is a thing to worry because inconsistency in the +uality of the product cans lead to decrease in loyal customer.

C$!C)%SI$!
I have to conclude on the study of this report Gconsumer behavior on ice cream industry with the help of Amul ice&creamH. Consumer is giving responses of the buying ice cream depend various features of ice cream. .o consumer and consumers are very conscious about brand name on that basis Amul is good brand for consumer and factors most li es by the consumer of havmor ice cream. =n that survey Kwality walls ice cream and vadilal ice cream is best competitor of Amul ice cream. Amul has 5$' of the mar et of ice&cream at <ujarat in its hand. Amul is improved a lot in the couple of years. It gives more value to consumers than profit, but in <ujarat. Bavmor has earned its place. ,y summer internship project to Bavmor was co&operating and friendly and the guide gave us all the information. I want Bavmor has been wor ed up to its real meaning of its name G 0A+E /$#E

BIB)$3#AP09
,e&site6 www.havmor.com www.google.com
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Boo86

,ar eting management

Author9 /hilip ottler 85th edition /age no.6@ Information collect from maga:ines, newspaper etc.

A!!=%#E
<%ES"I$!!AI#E $( 7C$!S%/E# BE0A+I$%# $! ICE C#EA/ I!D%S"#IES ,I"0 "0E 0E)P $( 0A+/$# ICE C#EA/?.E Do you &uy Ice creamF 9es !o

*E 0ow often do you consume ice creamF

Every day 1 to2 time in a wee8 $nce every wee8 $nce in a .4 days

1E ,hen do you consume ice creamF Parties Social occasions As desserts ,ith friends

2E ,hich are your favorite Ice creamsF

I. II. III. IV.

4E Do you thin8 &rand name is also important in the ice creamF 9es !o

GE #ate the following &rands on scale of . to 4F Amul +adilal 5wality walls 0avmor

/other dairy

HE ,hich factors influences you to &uy Ice creamF D#ate on scale . to .CE <uality "aste Price Advertisement Brand Pac8aging Availa&ility (riends Smoothness Service

BE 0ow much do you normally spend on ice cream in one helpingF 4 to *C *Cto1C 1Cto2C 2Cto4C A&ove 4C JE 0ow do you prefer to have your ice cream inF

Cup Cone #ollcut Candy "u& Pac8 ..E #ate the following &rands on scale of . to .C for the following parameterF Brands parameter <uality "aste Service Availa&ility Pricing Advertisement Pac8aging Customer friendly Innovation Promotional offers Amul 0avmor +adilal 5wality walls

.*E ,here do you usually &uy your ice creamF Super mar8et Ice cream parlourK restaurants /ini mar8et Convenience stores Ice cream cartK vehicle .1E /ost of the time you &ecome aware a&out new ice cream &randK flavor is throughF ,ords of mouth "elevision #adio !ewspaper

/aga;ines /ovie theatres )eaflets .2E ,ho is the most influencer to &uy ice creamF 5ids Parents "eenagers $thers .4E ,hich types of offers attends you the moreF Discounts 3ifts +alue addition Com&o pac8 $thers .GE Do you li8e sugarless ice creamF If yesA then which company

9es

!o

Personal details
?ame9 Add9 Age9 =ccupation9