AAYUSHI MAHESHWARI (PG-10-24)KAVITA NAIK (PG-10-31)PRAAJAKTA NARVEKAR (PG-10-33)VAIBHAV SARANGLE (PG-10-42)
MARKET RESEARCH FOR NEW BRAND OF
ICECREAM PARLOR
Annexure-
List of tables-• Table-1: TOMA• Table-2: Frequency of visit• Table-3: Preferred Ice-cream parlor• Table-4: Visit a brand since• Table-5: Factor customer likes about the ice-cream parlor • Table-6: Average expenditure per visit per person• Table-7: Opportunity Score Matrix• Table-8: Modified Multidimensional scaling (MMDS)- Master
table• Table-9: Factor analysis• Table-10: Component identification table• Table-11: Number of members in each cluster
• Table-12: Conjoint Analysis Summary• Table-13: TOMA v/s AGE• Table-14: TOMA v/s AGE – Chi-Square Test• Table-15: TOMA v/s INCOME• Table-16: TOMA v/s INCOME – Chi-Square Test• Table-17: TOMA v/s OCCUPATION• Table-18: TOMA v/s OCCUPATION – Chi-Square Test• Table-19: TOMA v/s EDUCATIONAL BACKGROUND• Table-20: TOMA v/s EDUCATIONAL BACKGROUND – Chi-Square Test• Table-21: Occupation v/s Expenditure per visit per person• Table-22: Occupation v/s Expenditure per visit per person- Chi-Square
Test
List of Charts-
• Chart-1: TOMA• Chart-2: Frequency of visit• Chart-3: Preferred Ice-cream parlor• Chart-4: Average expenditure per visit per person• Chart-5: MMDS- Quality• Chart-6: MMDS- Affordability• Chart-7: MMDS- Variety• Chart-8: MMDS- Ambience• Chart-9: MMDS- Offers• Chart-10: MMDS- Low-fat product• Chart-11: Cluster-1: Occupation• Chart-12: Cluster-1: Educational Background• Chart-13: Cluster-2: Occupation• Chart 14: Cluster-2: Educational Background
INTRODUCTION
The Ice-cream industry in India is reflective of overall population distribution.
30% of entire market is organized.
The Ice-cream industry in India is worth Rs. 2000 crores.
The industry can be divided into branded and unbranded market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores
A gradual shift in consumers’ perception of ice cream from an impulse/on-the-go treat to an affordable indulgence to be enjoyed at home with family members.
Baskin Robbins became huge success with its premium ice-creams which lead to increased demand for more exotic and indulgent flavours of packaged ice cream in 2010
Brands such as Amul, Vadilal and Havmor responded strongly to this shift
Trends Why organized parlors?
Major playersAmul
Baskin Robbins
Naturals
Gelato
Mc D
Objective
Main objective
Understanding market scenario for Organized Ice-cream parlor
Sub-Objective
Customer perception about Ice-cream served by organized parlors
To understand customer consumption pattern based on lifestyle etc.
Designing positioning statement for organized ice-cream parlor
Methodology
The methods used for data collection were primary as well as secondary.Primary data collection
Quantitative analysis: Stratified Random Sampling from different age groups and different occupation.Secondary data collection: Websites and even articles from newspapers available on the internet.
The research design that was followed was of Exploratory and Descriptive Research.
Sample Design: Quantitative data collected through survey varied from
Different Income GroupDifferent Age GroupDifferent Occupation
Sample Size: 180 was drawn on the basis of those who avail the services of organized ice-cream parlors.All the respondents are from Mumbai.
Limitations
The survey done on the consumers are only from Mumbai, so the report does not show the preferences of the consumers all through out India.
Analysis
Name ice-cream parlors you can recollect
Frequency Percent Valid Percent
ValidBaskin & Robins
38 21.11111 21.11111
Naturals64 35.55556 35.55556
Gelato20 11.11111 11.11111
Amul46 25.55556 25.55556
McDonalds8 4.444444 4.444444
Other4 2.222222 2.222222
Total180 100 100
ToMA
How frequently you go to an Ice-cream parlor?
Frequency Percent Valid Percent
Valid Once in a week 64 35.55556 35.55556
Once in a fortnight 42 23.33333 23.33333
Once in a month 70 38.88889 38.88889
Never 4 2.222222 2.222222 Total 180 100 100
Which ice-cream parlor you go very frequently?
Frequency Percent Valid Percent
Valid Baskin & Robins 40 22.22222 22.22222
Naturals 48 26.66667 26.66667 Gelato 48 26.66667 26.66667 Amul 32 17.77778 17.77778 McDonalds 12 6.666667 6.666667 Total 180 100 100
VISIT TO PARLOR
For how long you are visiting this ice-cream parlor?
Frequency Percent Valid Percent
Valid Less than 3 months 46 25.55556 25.55556
3 months- 1 year 38 21.11111 21.11111
1-3 years 58 32.22222 32.22222
More than 3 years 38 21.11111 21.11111
Total 180 100 100
What do you like the most about Ice-cream parlor you visit regularly
Frequency Percent Valid Percent
Valid The quality is good 56 31.11111 31.11111
Variety Available to choose from 70 38.88889 38.88889
Locational Convinience 38 21.11111 21.11111
Affordability 12 6.666667 6.666667
Offers 4 2.222222 2.222222 Total 180 100 100
PARLOR PREFERENCE
How much do you spend per person per visit?
Frequency Percent Valid
Percent
Valid Rs. 20-30 6 3.333333 3.333333 Rs. 40-70 75 41.66667 41.66667 Rs. 70-100 68 37.77778 37.77778
More than Rs.100 31 17.22222 17.22222
Total 180 100 100
SPENDINGS
MMDS-Quality
Baskin & Robins
Naturals
Gelato
Amul
McDonalds
-0.10 -0.05 0.00 0.05 0.10 0.15
Quality
MMDS-Affordability
Baskin & Robins
Naturals
Gelato
Amul
McDonalds
-0.50 -0.40 -0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40
Affordability
MMDS Variety
Baskin & Robins
Naturals
Gelato
Amul
McDonalds
-0.15 -0.10 -0.05 0.00 0.05 0.10 0.15 0.20 0.25 0.30 0.35
Variety
MMDS- Ambience
Baskin & Robins
Naturals
Gelato
Amul
McDonalds
-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30
Ambience
MMDS- Offers
Baskin & Robins
Naturals
Gelato
Amul
McDonalds
-0.50 -0.40 -0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40 0.50
Offers
MMDS- Low-fat product
Baskin & Robins
Naturals
Gelato
Amul
McDonalds
-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60
Low-Fat Products
Opportunity Score Matrix
Parameter ImportanceI
SatisfactionS I-S
Opportunity score=I+(I-S)
Quality 3.7444 3.7556 0 3.7444
Variety 3.6889 3.7889 0 3.6889
Availability of flavors 3.7667 3.7778 0 3.7667
Offers 3.5444 3.1444 0.4 3.9444
Affordability 3.5667 3.2556 0.3111 3.878
Low-fat products 3.1444 2.9444 0.2 3.3444
Location 3.5222 3.2667 0.2555 3.777
Ambience 3.8667 3.5889 0.2778 4.145
Factor analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.697
Bartlett's Test of Sphericity Approx. Chi-Square 857.773 df 55 Sig. 0
75.174% of the variances are explained by 4 components
From Rotational component matrixComponent 1 Component 2 Component 3 Component 4
Is overall a good product
Offers you a low-fat product
Is where one can have ice-cream at any time of the day
Is place to go on special occasions like Birthday and festivals
Is a place for me where I can hangout with my family
Is very close to my place
Is where one can have ice-cream after every meal
Is a place with good ambience
Is very good place for quality
Offers you value for money
Offers you wide variety of flavors to choose from
Cluster analysis
Hierarchical mean-• From agglomeration schedule it is observed
that there are 2 clusters.
K-mean method- Number of Cases in each Cluster
Cluster 1 96 2 84
Valid 180Missing 0
Cluster Characteristics
• Cluster 1-– Average age 28.60 years– Gender ratio- 1:1– Average monthly income- Rs. 24,427.08
29.1666666666667
50
14.5833333333333 6.25
Occupation
StudentServiceHousewifeUnemployed
37.5
47.9166666666
666
12.5
2.08333333333334
Educational Background
Under-graduateGraduatePost-grad-uateProfessional
Cluster Characteristics
• Cluster 2-– Average age 29.55 years– Gender ratio- 64.3:35.7– Average monthly income- Rs. 34,821.42
28.5714285714286
50
14.2857142857143
7.1428571428571
4
Occupation
StudentServiceHousewifeUnemployed
33.3333333333
333
50
16.6666666666
667
Educational Background
Under-graduateGraduatePost-grad-uate
Parameters Part utilities RangeSTRAWBERRY -0.592 1.252SITAFAL (CUSTARD APPLE) 0.66 SEASONED BROWNIE -0.068 Rs.30 -0.98 1.678Rs.60 0.282 Rs.90 0.698 Single scoop -1.319 2.336Double scoop -0.302 Family pack 1.017
• Most important parameter- Quantity• Most important combination- Sitafal, Family Pack & Rs.90
Conjoint Analysis
ToMA v/s Age-
ToMA 1
TotalBaskin & Robins Naturals Gelato Amul McDonalds Other
Age
Less than 15 years
Count 2.00 4.00 0.00 2.00 2.00 0.00 10.00
% of Total 1.10% 2.20% 0.00% 1.10% 1.10% 0.00% 5.60%
15-30 years
Count 32.00 38.00 8.00 24.00 6.00 4.00 112.00
% of Total 17.80% 21.10% 4.40% 13.30% 3.30% 2.20% 62.20%
31-45 years
Count 0.00 16.00 10.00 18.00 0.00 0.00 44.00
% of Total 0.00% 8.90% 5.60% 10.00% 0.00% 0.00% 24.40%
46-60 years
Count 4.00 6.00 2.00 2.00 0.00 0.00 14.00
% of Total 2.20% 3.30% 1.10% 1.10% 0.00% 0.00% 7.80%
Total
Count 38.00 64.00 20.00 46.00 8.00 4.00 180.00
% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%
ToMA v/s Age- Chi-Square
Chi-Square Tests
Value dfAsymp. Sig. (2-
sided)Pearson Chi-
Square 37.425a 15 0.001
Likelihood Ratio 47.393 15 0
Linear-by-Linear Association 0.049 1 0.824
N of Valid Cases 180
ToMA v/s Income
Name ice-cream parlors you can recollect
Baskin & Robins Naturals Gelato Amul McDonalds Other Total
Monthly Family Income
Less than Rs. 25000
Count 14 12 8 14 2 2 52
% of Total 7.80% 6.70% 4.40% 7.80% 1.10% 1.10% 28.90%Rs. 25001-
35000
Count 10 36 10 8 6 0 70% of Total 5.60% 20.00% 5.60% 4.40% 3.30% 0.00% 38.90%
Rs. 35001-45000
Count 14 14 2 10 0 0 40% of Total 7.80% 7.80% 1.10% 5.60% 0.00% 0.00% 22.20%
Rs. 45001-55000
Count 0 0 0 14 0 2 16% of Total 0.00% 0.00% 0.00% 7.80% 0.00% 1.10% 8.90%
Rs. 55001- 65000
Count 0 2 0 0 0 0 2% of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10%
Total
Count 38 64 20 46 8 4 180% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%
ToMA v/s Income
Chi-Square Tests
Value dfAsymp. Sig. (2-
sided)Pearson Chi-
Square 75.990a 20 0Likelihood Ratio 79.101 20 0
Linear-by-Linear Association 2.607 1 0.106
N of Valid Cases 180
Occupation V/s TOMA
Name ice-cream parlors you can recollect
TotalBaskin & Robins Naturals Gelato Amul McDonalds Other
Occupation
Student
Count 16 14 2 14 6 0 52% of Total 8.90% 7.80% 1.10% 7.80% 3.30% 0.00% 28.90%
Service
Count 14 38 10 26 0 2 90% of Total 7.80% 21.10% 5.60% 14.40% 0.00% 1.10% 50.00%
Self-employed/ professiona
l
Count 6 6 0 0 0 0 12
% of Total 3.30% 3.30% 0.00% 0.00% 0.00% 0.00% 6.70%
Housewife
Count 2 6 4 6 2 0 20% of Total 1.10% 3.30% 2.20% 3.30% 1.10% 0.00% 11.10%
Unemployed
Count 0 0 4 0 0 2 6
% of Total 0.00% 0.00% 2.20% 0.00% 0.00% 1.10% 3.30%
Total
Count 38 64 20 46 8 4 180% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%
Occupation V/s TOMA
Chi-Square Tests
Value dfAsymp. Sig. (2-
sided)
Pearson Chi-Square 83.173a 20 0
Likelihood Ratio 68.264 20 0
Linear-by-Linear Association 2.111 1 0.146
N of Valid Cases 180
Educational Background v/s ToMA
Name ice-cream parlors you can recollect
TotalBaskin & Robins Naturals Gelato Amul McDonald
s Other
Educational
Qualification
Under-graduate
Count 20 24 2 18 0 0 64
% of Total 11.10% 13.30% 1.10% 10.00% 0.00% 0.00% 35.60%
Graduate
Count 16 32 12 24 2 2 88% of Total 8.90% 17.80% 6.70% 13.30% 1.10% 1.10% 48.90%
Post-graduate
Count 2 6 6 4 6 2 26
% of Total 1.10% 3.30% 3.30% 2.20% 3.30% 1.10% 14.40%
Professional
Count 0 2 0 0 0 0 2
% of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10%
Total
Count 38 64 20 46 8 4 180% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%
Educational Background v/s ToMA
Chi-Square Tests
Value dfAsymp. Sig. (2-
sided)Pearson Chi-
Square 48.400a 15 0Likelihood
Ratio 43.076 15 0Linear-by-
Linear Association 11.026 1 0.001
N of Valid Cases 180
Occupation v/s Expenditure
How much do you spend per person per visit?
TotalRs. 20-30 Rs. 40-70 Rs. 70-100
More than Rs.100
Occupation
Student
Count 6 30 13 3 52% of Total 3.30% 16.70% 7.20% 1.70% 28.90%
Service
Count 0 29 41 20 90% of Total 0.00% 16.10% 22.80% 11.10% 50.00%
Self-employed/
professional
Count 0 6 6 0 12
% of Total 0.00% 3.30% 3.30% 0.00% 6.70%
Housewife
Count 0 10 2 8 20% of Total 0.00% 5.60% 1.10% 4.40% 11.10%
Unemployed
Count 0 0 6 0 6% of Total 0.00% 0.00% 3.30% 0.00% 3.30%
Total
Count 6 75 68 31 180% of Total 3.30% 41.70% 37.80% 17.20% 100.00%
Occupation v/s Expenditure-
Chi-Square Tests
Value dfAsymp. Sig. (2-
sided)Pearson Chi-
Square 51.723a 12 0Likelihood
Ratio 56.814 12 0Linear-by-
Linear Association 9.702 1 0.002
N of Valid Cases 180
Name of the parlor- SCOOPEDCOMFORT OF HAVING A SCOOP……
PROMOTIONAL OFFERS• FOR STUDENTS DURING COLLEGE BREAK HOURS• OFFERS FOR REGULAR CUSTOMERS• B2B OFFERS BY THE WAY OF CORPORATE VOUCHERS
Diagnosis
THANK YOU