Project Report On Ice cream consumption in different seasons

SUBJECT: BUSINESS RESEARCH METHODS MBA 2ND SEM Section B

SUBMITTED TO:

Prof. BISSILIAH

SUBMITTED BY: Shridhar R Shwetha Manisha Tony Dsouza Keshav Murthy Veda Prakash Basavraj Pujari

MARKETING RESEARCH
MARKETING RESEARCH IS GENERALLY ACTIVATED WHEN THERE IS A QUESTION TO BE ANSWERED , ONLY WHEN THERE IS A INFORMATION GAP. MARKETING RESEARCH IS GENERALLY TAKEN UP AS A SHORTTERM PROJECT WITH CLEARLY DEFINED SCHEDULED,BUDGET, WHICH SHOULD MAKE MARKETING DECISION MAKING.

WHO DOES THE RESEARCH

IT IS A INTERMITTENT ACTIVITY, BASED ON A IDENTITICAL INFORMATION GAP OR INFORMATION NEED. A LARGE NUMBER OF PROFESSIONAL RESEARCH ARE AVIALABLE TO DO THE NEEDFUL. THEY HAVE BRANCHES ( IN CASE OF INDIA) ALL OVER THE COUNTRY AND SOME HAVE GLOBAL ASSOCIATES IF RESEARCH IS GOING BEYOND INDIA.

INTRODUCTION This project report is based upon the research on weather is their any significance impact of consumption pattern of ice cream in different seasons not. Ice cream consumption in different seasons gives the exact idea about the demand and supply in different seasons. It helps to reduce losses for the ice cream companies. And this project help us to know the consumer preference on different flavours of Amul ice creams.

Assumptions The observations are independent Parent populations from which the

observations are taken are normal Objective The main objective of the project is to know seasonal impact on consumption pattern of ice creams. To know which flavour holds a major market share.

Is the consumption pattern will affect demand & supply pattern

Scope:
Due to the time constraint the research on ice cream consumption pattern will be conducted only

in limited areas such as malleshwaram, rajajinagar, shivajinagar & vijayanagar. Limitations: Time constraint

The respondent is not clear about their statements

The data collected is close to actual values The behaviour pattern of consumer is dynamic Inadequacy of data

Company profile:

Type: co-operative Founded : 1946 HQ: Anand milk union ltd. India Industry type : dairy Product : milk and relative product Slogan : taste of India

Key people : chairman, GCMMF

Product profile:

The Amul produces variety of ice creams made of fresh milk & freshest cream blended with the

yummiest flavour,fruits and nut to make you keep on asking for more.the varieties are: Vanilla with chocolate sauce Sundaes Sticks Cones Sugar free probiotic Malai kulfi Novelties Kids Utterly delicious take away Utterly delicious cups

Problem Area

Consumption pattern varies in different seasons

Demand &supply pattern cannot be ascertained Improper utilisation of resources Consumers ordered ice cream as a side item or only when accompanied by children

Poor infrastructure such lack of cold storage

High rent charged for the floor space

USE OF ANOVA IN MARKETING RESEARCH ANOVA uses the sample that are randomly selected from the population. The population should have equal variance. ANOVA uses squared deviation of variance so that computation of distance of individual data point from their own mean or from grand mean can be summed ( i.e S.D sum to zero). The total deviation of any particular data point may be partitioned into BETWEEN GROUP VARIANCE and WITHIN GROUP VARIANCE.

THE EXPERIMENT CONDUCTED ON 20 RANDOMLY SELECTED RESPONDENT (ICE-CREAM): PRICE OF 1 KG.PACK Rs. 100.00 Rs.110.00 Rs.130.00 Rs.140.00 ICE-CREAM FLAVOURS STRAWBERRY VANILLA CHOCOLATE PISTA CODE 1 2 3 4 CODE 1 2 3 4

OUTPUT OF SPSS OF ICE-CREAM RANDOMISED DESIGN ONE WAY ANOVA ANOVA (FLAVOURS AND PRICE)
Sum of Squares FLAVOURS Between Groups Within Groups Total 20.000 5.000 25.000 17 2 19 1.176 2.500 .471 . 850 dof Mean Square F Sig.

PRICE Between Groups Within Groups 26.700 .500 17 2 1.571 .250 6.282 .146

Total

27.200

19

ANOVA ( PRICE*SALES)
Sum of Squares PRICE Between Groups Within Groups Total SALES Between Groups Within Groups Total 11463.750 201700.000 213163.750 3 16 19 3821.250 12606.250 .303 .823 .000 27.200 27.200 3 16 19 .000 1.700 .000 1.000 df Mean Square F Sig.

SALES*FLAVOURS OF ICE-CREAM Crosstab Count FLAVOURS 1 SALES 900 930 1000 1020 1025 1050 1075 1090 1100 1110 1125 1150 1175 1180 1200 1220 1225 1310 Total 0 0 1 0 0 1 1 0 0 0 0 0 0 0 1 0 0 1 5 2 0 0 1 0 1 0 0 0 0 0 0 1 1 0 0 1 0 0 5 3 0 1 0 0 0 0 0 0 1 0 1 0 0 1 0 0 1 0 5 4 1 0 0 1 0 0 0 1 0 1 0 0 0 0 1 0 0 0 5 Total 1 1 2 1 1 1 1 1 1 1 1 1 1 1 2 1 1 1 20

SALES*PRICE OF ICE-CREAM Crosstab Count PRICE 1 SALES 900 930 1000 1020 1025 1050 1075 1090 1100 1110 1125 1150 1175 1180 1200 1220 1225 1310 Total 0 0 0 0 0 1 0 1 0 0 1 0 1 0 1 1 1 1 8 2 0 0 0 0 0 0 0 0 0 1 0 1 0 1 1 0 0 0 4 3 0 0 0 1 1 0 1 0 1 0 0 0 0 0 0 0 0 0 4 4 1 1 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 4 Total 1 1 2 1 1 1 1 1 1 1 1 1 1 1 2 1 1 1 20

Descriptive Statistics N Statistic SALES 20 Minimum Maximum Statistic 900 1 1 Statistic 1310 4 4 Statistic 1104.25 2.50 2.20 Mean Std. Error 23.685 .256 .268 Std. Deviation Statistic 105.920 1.147 1.196 Variance Statistic 11219.14 1.316 1.432

FLAVOURS 20 PRICE Valid N (listwise) 20 20

Questionnaire Gender Male Female Age Group a) below 15 c)21-30 e) Above 40 1] Do you like ice-cream? a)yes b) no If no, reasons are? a)price b)health c)taste d)others b)15-20 d)31-40

2] Which flavour of ice cream do you like the most? a)strawberry c) vanilla b)chocolate d)others (If others specify)

3] Do you prefer ice-cream in a cone or bowl? 4] Where do you usually consume ice-cream? a) convenience shop b)ice-cream shop c)super market

5] How often do you enjoy ice-cream in a month? a) once b)1-3 c)4-6 d)7-9 6]Who do you usually go with when you enjoy ice-cream in the ice-cream shop? a)family b)friends c)lover d)alone e)others

7] How much would you usually spend on ice cream for single purchase per head? a)below 30 c)51-70 b)31-50 d)71-100

8] Which brand would you think of when talking about ice-cream?

9] Top 3 factors considered during purchase : a)price d)health b)service quality e)experience c)reputation f)variety & value

g)location i) others

Your opinion (Five Point Rating Scale)

Particulars Flavours Price Availability of the size Packaging design of the product Availability of stores Services provided within the stores Environmental conditions of the stores Customer satisfaction Other comments: _________________________________ _________________________________

Summary & Findings

This report gives an overall view about the various types of customers, their tastes and preferences and consumption during different seasons. It states that demand is more in summer than other seasons. Through the questionnaire one can know the likes of different age group, the amount they would like to spend on an ice-cream, the flavors, how often they enjoy ice cream etcAnnova table the statistical tool has been used to find out the significant difference between the consumption pattern in different seasons. Though the data is not available in the right quantity @ the right time still the available resources should be used effectively and efficiently. Offers attract customers more. So these should be given in seasons apart from summer to maintain the sales of the product and reap more profits. The profits can be used to improve its refrigeration facilities, infrastructure and also to do better advertising to promote their products.

Suggestion :

As per the research we suggest the ice cream vendors and companies to lower their supply in winter and raining season and concentrate on other products And ice cream is used as a secondary thing to consume after dinner and children were likely to consume candys more than creams so its better to concentrate product diversification more on candys because they are cheaper also reliable also . and the research reveals that the ice cream cost 100rs has more sales than others as ice cream is considered as secondary consumption source it has given less importance in consumption pattern so ice cream companys has to look over their pricing strategy

Conclusion :

The object of this project is to analyse the problem area conduct a research on it and implement statistical tool to solve problem area so the objective is full filled with the conduct on consumption pattern of ice cream in diff seasons a research project and suggestion will be made on the basis of respondents responses and the problem area is ice cream is consumed as a secondary source after dinner and they avoid it in some seasons so this is to be known by ice cream vendors and companies to manufacture and distribute it according to seasonal indices

Bibliography : business research methods by Donald r cooper and Pamela s schindler k n krishnaswamy, shivkumar and mathirajan,

management research methodology, pearson alan bryman and emma bell, business reaseach methods, oxford ice cream consumption pattern Wikipedia www.amul.com