INSTITUTE OF MANAGEMENT TECHNOLOGY, GHAZIABAD

A PROJECT REPORT ON
CONSUMER BEHAVIOUR WITH RESPECT TO DIFFERENT BRANDS OF ICE
CREAM

SUBMITTED BY

GAYATRI PANDEY

(020)

JAY AGARWAL

(026)

SAURAV RUNGTA

(048)

LOVISH PRASHAR

(031)

KHURSHID ALAM

(030)

CHIRAG SHARMA

(049)

CONTENTS

1) INTRODUCTION

2) OBJECTIVES OF STUDY

3) DATA COLLECTION

4) DATA ANALYSIS

5) FINDINGS AND RECOMMENDATIONS

6) CONCLUSIONS

7) REFERENCES

1) INTRODUCTION:
Introduction to consumer behaviour:
Consumer behaviour is the study of how an individual needs could be satisfied using all the
goods, ideas and services. It refers to all the actions the consumers take to achieve their wants
and motives behind their actions.
Marketers strive to understand the reasons that drive the consumers to buy a particular
product or service. It enables them to determine which products have become obsolete, which
are required in the market, and what is the best way to present the products or services to the
consumers.
The study of consumer behaviour assumes that all the consumers are performers in a
marketplace. It assumes that the different roles played by these consumers in the market
could range from the information provider, from the user to the payer and to the disposer;
consumers play these roles in the decision process.
Nature of consumer behaviour:

Influenced by various factors

Undergoes a constant change

Varies from consumer to consumer and from product to product

Leads to purchase decision

Possibly the most challenging concept in the marketing today is to deal with understanding
the buyer behaviour. The attitude of consumers has undergone a major transformation over
the last few years. The consumer today wants to lead a life full of luxury and comfort. He
wants to live in present and does not believe in savings for the future. An important and recent
development in consumerism is the emergence of the rural market for several basic consumer
goods and cities have witnessed the emergence of malls for several basic consumer goods.

1) OBJECTIVES OF STUDY:
The objective of our case study is to determine consumer behaviour with respect to different
brands of Ice cream. The study of consumer behaviour is very important to the marketers
because it not only enables them to understand and predict buying behaviour of consumers in
the marketplace but it is also concerned with why they buy it, when and where and how they
buy it, and how often they buy it, and also how they consume it and dispose it. We studied
the consumption pattern of different age group, the part of income they spend on ice-cream,
the various factors that influence preference, for what reasons they prefer a brand over others,
the unique selling prepositions of the ice cream brand and other driving factors.

2) DATA COLLECTION:
The research contains primary data. The primary data is collected with the help of online
surveys through a questionnaire designed giving customers a fair number of options to
choose from. The research focuses on buying behaviour trends with taste and preferences and
spending habits in particular and aims to understand the current market trends. The
questionnaire prepared is as follows:

3) DATA ANALYSIS:
Q1) what is your gender?

31

Male
Female

90

Out of all the people surveyed, 90 were male while 31 were female.

Q2) What is your age?

0
7

25
Under 18
19 - 29
30 - 44
45 - 59
60 and above
87

The data above shows that approximately 72% of the people filling the online survey form
were in the age group of 19 to 29 years.

Q3) How much do you spend each month on ice cream (approximately)?

Above 1000

500 - 1000

16

Series1

Less than 500

102

20

40

60

80

100

120

102 out of the 121 people surveyed spend less than Rs 500 per month. The interesting thing
to note here is that out of this sample, there are 5 individuals who spend more than INR 1000/
month on ice creams, which shows that they are quite fond of having ice creams.

Q4) Which of the following brands do you associate a quality ice cream with?
40
35
30

38

35

29

25
20
15
10
5

11
7
1

Series1

Through the data collected, it can be seen that the preferences for Baskin Robbins and
Kwality Walls is almost equal with Amul not far behind.

Q5) Which is your absolute favourite ice cream flavour?

60
60
50
40
30

18

20

16

10

12

Series1

50% of all the people surveyed have an inclination towards chocolate chips flavour. Close to
14% have an inclination towards Vanilla and Almond Fudge flavours.

Q6) Where do you usually purchase/consume ice cream from?

65

70
60
50
40

28

30
20
10

15

13

Series1
0

Location always plays an important role for consumers preference for a particular product or
service. As seen in this case, more than 50% consumers of ice cream prefer to consume it in
the ice cream parlour while 23% preferring to consume it from a convenience store.

Q7) What are the unique selling prepositions of the ice cream brand you like?

70

64

60
50
40

33
Series1

30
20

11
4

10
0
Product
Variety

Hygiene

Ambience

Location

Other

More than 50% of the total consumers surveyed preferred a particular brand because of the
variety of the products offered by that brand.

Q8) What factors do you take into consideration while buying your brand of ice cream?

66

70
60
50
40

22

30
20
10

15

Series1

16
2

Quality of the product was seen as a prominent feature that consumers take into consideration
while purchasing an ice cream, among the people surveyed.

Q9) How often do you enjoy ice cream in a month?

70
66
60
50
40
34

30

Series1

20

17

10
4

0
Once a month

2 - 5 times

6 - 10 times

More than 10

More than 50% consumers have ice creams 2 to 5 times per month while close to 25% of all
the consumers have it only once every month.

4) FINDINGS AND RECOMMENDATIONS:

Further going deep into the analysis, we see how the preferences for different brands and
flavours of ice cream differ according to the genders and different age groups.

FLAVOURS-MALES

FLAVOURS- FEMALES

CHOCOLATE

VANILLA

CHOCOLATE

VANILLA

ALMONDS FUDGE

ALMONDS FUDGE

BUTTER SCOTCH

BUTTER SCOTCH

RASPBERRY

BLACKCURRENT

RASPBERRY

BLACKCURRENT

BUTTER PECAN

STRAWBERRY

BUTTER PECAN

STRAWBERRY

More than half the number of males prefer eating chocolate flavour.
47% females like eating the chocolate flavour.

BRAND-MALES

AMUL

GELATO

BASKIN ROBINS

KWALITY WALLS

JOHNNY ROCKETS

LONDON DIARY

HAAGEN DAZ

DINSHAWS

NATURALS

BRAND-FEMALES

AMUL
KWALITY WALLS
LONDON DIARY

GELATO
NATURALS
HAAGEN DAZ

BASKIN ROBINS
JOHNNY ROCKETS
DINSHAWS

Kwality walls just leads over baskin robins as the most prefered brand among the males
Baskin robins is the most favourable brand among the females

PURCHASE PLACE-MALES

PURCHASE PLACE-FEMALES

ICE-CREAM PARLOUR

SUPERMARKET

ICE-CREAM PARLOUR

SUPERMARKET

CONVENIENCE STORE

MOBILE CARTS

CONVENIENCE STORE

MOBILE CARTS

Although Ice creams remains to be the most preferred place to consume ice creams for males as well
as females, almost an equal number of females prefer convenience stores as well.

The above pie charts show the preference of the consumers with respect to different age
groups. These charts when combined shows that the consumption pattern of any given
population depends on the age groups as well.

The consumption pattern and the behaviour of the consumers have been gradually changing
since the last two decades. Changes can be seen taking place in the perception, spending
habits, attitude, motivation, and purchasing and post purchase behaviour of the consumer.
We are witnessing a change in the marketplace, changes in the lifestyle of the consumer and a
revolution in information technology. There have been dramatic changes in the behaviour of
this new generation of customers. They are aware of their rights. They have become more
knowledgeable. Their expectations have increased and they are also aware of multiple
options satisfying their needs. They can switch over to new brands to get more value for their
money.

5) CONCLUSION:
To further strengthen the findings of the report the data was subjected to crosstabs SPSS
analysis

From the cross table analysis, it can be concluded that 31% males prefer kwality walls while
38.2% females prefer Baskin Robbins. Johnny rockets is the least preferred brand by the
males (with only 1.1%) and the females (with 0%). It also shows that if gender did not have
any relation with the brands what value was expected vs what we actually got.

As seen in the Chi Square test table four of our cells have value less than 5 which violates our
assumptions thus for verifying our hypothesis we will look at the likelihood ratio. Our
likelihood ratio is 0.871 which is much greater than our which is 0.05 Thus we conclude
that there is no association between genders and the type of brand they prefer in other words
gender, and brands preferred by them are independent of each other.
We conclude by saying that the consumer behaviour is very important for a marketer for the
smooth running of the organization. The behaviour of every consumer is different from one
another. According to our survey, we found that there are various factors that influence the
behaviour of the consumer and it becomes very important for the marketer to understand that
factors and design their product accordingly so as to satisfy the consumer and retain their
customers for a long time.
6) REFERENCES:
www.google.com
Consumer Behaviour Introduction and Conclusion: Blackbook prepared in the third year of
Bachelor of Management Studies.