A Project report on “Customer Satisfaction of Ideal Ice Cream

 

                                   Declaration

We hereby declare that the Project report on “Customer Satisfaction of Ideal Ice Cream” is an Original piece of work done by us for fulfilment of the project of MCOM .And whatever information has been taken from any source had been duly acknowledged.

Executive SummaryWe have prepared a project report on “Customer

Satisfaction of Ideal Ice Cream” The introduction of the project studied First, it includes understanding the Customer Satisfaction of Ideal Ice Cream. In this the research project effort is applied to find out the satisfaction level of customer towards Ideal Ice cream.

After the theoretical part the research has been taken which is descriptive research, for the research sample of 100 respondents is taken. The research is done by primary data collection, The primary data are collected with the help of questionnaire.

Declaration Acknowledgement Executive Summary Introduction a)History b)company profile c)product profile Objective Literature Review Research Methodology and

Sources Data Analysis and

Interpretation Finding and Implications Limitations and Conclusion Bibliography   Questionnaire

LIST OF CONTENTS

LIST OF TABLE 1)Which ice cream you will prefer in Ideal...? 2)Do you like to have fruits or without fruits in ice cream...? 3)How did you come know about ideal ice cream..? 4)Rank the Brands in Percentage wise... (Max 100%) 5)With whom you will like to take with ice cream...? 6)How many times you would visit Ideal...? 7)Whether the delightness of ideal ice cream beyond your satisfaction...? 8)At what time you will like to consume...? 9)Whether you will consider the price before buying ice cream..? 10)Which of the following brand do you associate quality ice cream with Ideal...? 11)What form of ice cream do you like...? 12Which are the 3 factor that you consider before buying your ice cream brand...? 13)Have you tried cake ice cream..? Did you like it...?14)Please describe your few words about Ideal ice cream 15)Please state down the new ice cream flavour that are currently not available in

your brand but you wish to have it

LIST OF GRAPHS 1)Which ice cream you will prefer in Ideal...? 2)Do you like to have fruits or without fruits in ice cream...? 3)How did you come know about ideal ice cream..? 4)Rank the Brands in Percentage wise... (Max 100%) 5)With whom you will like to take with ice cream...? 6)How many times you would visit Ideal...? 7)Whether the delightness of ideal ice cream beyond your

satisfaction...? 8)At what time you will like to consume...? 9)Whether you will consider the price before buying ice cream..? 10)Which of the following brand do you associate quality ice

cream with Ideal...? 11)What form of ice cream do you like...? 12Which are the 3 factor that you consider before buying your ice

cream brand...?

INTRODUCTION 

a)History:S. Prabhakar Kamath, the founder of Ideal ice creams started out in

business dealing in tailoring material and firecrackers. Seasonal fluctuations in those businesses got him thinking on a more secure line of business that would be in demand throughout the year. So, he decided to start an ice cream parlour in spite of there being fierce competition in the segment.

Setting out to make the best ice cream possible, he taught himself the art of ice cream making and conducted experiments at home, testing his creations on enthusiastic neighbours. Three months later he launched Ideal Ice Cream Parlour on Market Road in Mangalore on May 1, 1975 with14 flavours. The rest is history. In two short years the ice creams that he manufactured so tantalized the taste buds of Mangaloreans that people were willing to wait in queue just to get a chance to savour the ice cream. With the growing demand, expansion was inevitable.

Today Ideal Ice Cream has three parlours in Mangalore city, one of which is the largest ice cream parlour in the country, and a restaurant and ice cream parlour in the Infosys office complex. Ideal Ice Cream is also available through 500 dealers. Its retail network also stretches across coastal Karnataka, Kerala and Goa.

Since the beginning, innovation has been a mainstay of Ideal Ice Cream and the famous Ice cream concoction ‘Gadbad’ bears testimony to this. Ask anyone what Ideal Ice Cream is most famous for and you will get the answer ‘Gadbad’. So popular is this ice cream dessert that it has now become a generic name and imitations of this can be found in almost any ice cream parlour in coastal Karnataka.

Mr. Kamath’s passion for quality has elevated his ice cream brand to an iconic status in coastal Karnataka. A ‘must visit’ place for anyone visiting Mangalore. Ideal Ice creams unique recipes now extend to 22 flavours and from them Ideal creates about 100 combinations – each with a distinctive and indulgent taste that makes it a truly outstanding experience.

Joined by his son Mukund Kamath, the Ideal brand has grown in leaps and bounds. Mukund has trained at the Central Food Technology & Research Institute in Mysore and also the National Dairy Research Institute of Bangalore. Together they sample every single batch of ice cream that comes out of their factory. What’s significant about Ideal Ice Cream is that it is 100% vegetarian. No egg is used. Just pure fresh milk, cream and a secret formula that remains within the family.

In recent time Ideal Ice Cream has diversified its product portfolio to include a number of retails products. These include Ice Candies, Chocobars, Ice Lollies, Choconuts, Ice Cream Cones, Ice Cream Sundaes and cups in a variety of flavours.To this day, Ideal Ice Cream remains committed to developing exceptional new super premium Ice Cream experiences, releasing new flavors every year

b) Company profile Business Type :-Manufacturer ,

Trader, Supplier, Retailer Primary Competitive Advantages:-• Quality products • Hi-tech processing facility • On time delivery of consignment • Experienced and skilled

professionals.Year of Establishment 2003

Product Range

• Ice Cream ConesChocolate Ice Cream ConesIce Cream Cones• Flavored Ice CreamsStrawberry Ice CreamCreamy Mango Ice CreamIce Cream BricksChocolate Flavor Ice CreamButter Caramel Ice CreamButterscotch Ice CreamChocobar Ice CreamCoffee Ice CreamVanilla Flavor Ice Cream

• Parlour ProductsGadbads Ice CreamParfaits Ice CreamDuet Ice CreamDilkush Ice CreamDry Fruit Cock TailBanana Split Ice CreamFalooda Ice CreamBeehive Ice CreamChocolate Dad Ice CreamLitchie with ice CreamAmerican Choconut Ice CreamChikku Almond Ice CreamTiramisu Ice CreamVanilla Ice-Cream With Hot CarrotHalwa

Chocolate Chip Ice Cream Senorita Ice CreamButter Scotch Ice CreamCake Ice-CreamsIce Treat Ice Cream

Retail ProductsSundaeChoco LitesTango BerryChoco DreamTripple SundaeChoco NutzTwisterKool CandyMilky TreatCasatta 1.5 Litre

IconeKulfi CandyFamily Pack 1.5 LitreFamily Pack 1 LitreCup Ice Cream (50 ml)Ball Ice CreamsCup Ice Cream (100ml)Mutka KulfiMini Sundae

Ice Cream Parlours:-

IDEAL'S (India's Largest Ice Cream Parlour) Market Road, Mangalore - 575 001, India

Ideal Cream ParlourG.H.S. Road, Mangalore - 575 001, India

PABBA'SLalbagh, Mangalore - 575 001, India

IDEAL'SEmpire Mall, M.G. Road, Mangalore - 575 003, India

IDEAL ICE CREAMNH-17, Kottara Chowki,Mangalore - 575006,

Karnataka, IndiaPhone : 91-824-2455515/2440396Fax : 91-824-2447878   

Ideal Ice Cream bags five awards in ‘Great Indian Ice Cream Contest 2013’

Mangalore, Dec 10, 2013: The Mangalore based Ideal Ice Cream secured a major triumph of five awards at The Great Indian Ice Cream Contest 2013, an all India Ice Cream Competition held on December 3, 2013 at Gurgaon, New Delhi under the aegis of Indian Dairy Association, said S Mukund Kamath, proprietor, Ideal Ice Cream.

Speaking at the press meet held at Hotel Ocean Pearl on Dec 10, Tuesday, he said that the contest was organized by DUPONT Nutrition and Health, a leading supplier of food ingredient solutions to the global dairy industry. More than 70 topnotch Ice Cream companies across India had participated, competing in six different categories namely –Standard Vanilla Ice Cream, Standard Vanilla Frozen Dessert, The Best Chocolate, Premium Ice Cream, Kids Category and Innovation and nearly 500 samples were presented.

Mukund Kamath had accepted the awards for Best in Class in Vanilla Ice cream, Gold in Vanilla Ice cream, Gold in Vanilla Frozen Dessert, Silver in The Best Chocolate, Silver in Innovation category on behalf of the firm.

Ideal Ice cream bagged two gold medals for the Best Vanilla in the Frozen Dessert category as well as the Gold Medal for Standard Vanilla, in which it secured the prestigious Best in Class too, this effectively establishes Ideal Ice cream as the best Vanilla Ice Cream in India.

The other awards were in the category of the Best Chocolate ice cream in which Ideal Ice Cream won the Silver medal for its Belgian Chocolate. Apart from this in recognition of their commitment to excellence in innovation and high quality standards in ice creams they won the Silver medal in the Innovation category for their novel product Jackfruit Payasam Ice Cream.

Overall, Ideal Ice Cream Mangalore held the distinction of winning the most number of awards in the contest. This contest was the fourth of its kind and biggest in the world in terms of number of contestants. The best brands in India participated in the contest. The event was independently judged by an eminent panel of judges, comprising of leaders in the Ice cream industry, members of Indian Dairy Association, members of Dairy Academia and technical and innovation leaders from DuPont.

The ice creams were primarily judged on the flavour and aroma, texture and body and in presentation. There was an initial round to identify the gold winners who qualified for the finals. In the finals the gold winners competed amongst themselves for the coveted and most prestigious "Best in class" award.

The awards were presented by Dr Rajeev A Vaidya, President, South Asia and ASEAN DuPont, Brian Jones, President South Asia, DuPont Nutrition and Health and K L Arora, Secretary, North Zone of IDA.

 The gold, silver, bronze and Best in class awards were announced in a

glittering ceremony which was witnessed by more than 150 guests from the industry.

The contest is held to recognize commitment to excellence and high quality standards in ice- creams. Connoisseurs of Ice Cream now have an additional reason to visit Mangalore to taste the best Vanilla Ice Cream in India. Truly, Ideal Ice Cream has made Mangalore proud.

Founder of Ideal Ice cream Prabhakar Kamath, his wife Jaya P Kamath and Sudhir Ghate of Magnum Intergrafiks were present at the press meet

c)Product profile : 

Objectives

1) To find satisfaction level of customer towards Ideal ice cream.

2) To know the preference of Ideal ice cream with comparision to other competitive brands.

3) To find out how the customer rank according to various characteristics of Ideal ice cream.

4)To know influencing factor to buy a ideal ice cream

5)To know the customers opinion about ideal ice cream.

Literature Review

Customer satisfaction is a buzzword of marketing . According to Jaspal Singh and Gagandeep “ customer satisfaction is the key to long term success of any company . It is influence by factors such as service innovation, reliability and accessibility and pricing and other facilities “. Sunayna khurana and S.P Singh indicates that customer satisfaction depends on income , frequency of usage in a month , and amount of usage per month . According to kotler , Marketing is a process of profitably distributing customer satisfaction

G.Devakumar , “ commitment by the seller , quick after sale service , extended warranty seller , quick after sale service , extended warranty term and attitude of the sale personnel play a significant role in rendering customer satisfaction .

Hoyer H .D and Maciinis indicate that satisfied customers are the base for any success in business, because customer satisfaction result in repeat purchase , create brand loyalty and positive word of mouth.

customer satisfaction has been the subject of many studies since the early 1970s which have shown it to be a construct with reasonably good reliability that is distinct from related constructs such as customer attitudes, product performance and service quality (Oliver, 1980, 1981; Westbrook and Oliver, 1981; Churchill and Surprenant, 1982; Tse and Wilton, 1988;Iacobuccietal., 1995; Sprengetal., 1996). Customer satisfaction is generally defined as the customer's psychological response to his/her positive evaluation of the consumption outcome in relation to his/her expectation (Hunt, 1977; Oliver, 1981; Tse and Wilton, 1988; Kristensen, et al., 1999). 

The average ice creame of the world is 2.3 litters per annum. With ice cream treats becoming a part of Indian culture, Indian ice cream market is rapidly growing globally. Indian customers are visiting ice cream parlors frequently, helping to fuel greater interest in packaged offerings in the country.The current Ice Cream market of India is worth Rs. 3000 Cr, including the unorganized sector. According to PHD Chamber of Commerce With its growing institutional sales coupled with youngsters spending habits on it as well as increasing disposable income of middle and lower middle class Indians in the recent times, which has developed its penchant for the frozen product, the size of the ice cream industry’s likely to jump at about Rs.7000 crore by 2018.

Research Methodology :- To achieve our research objective, we carried out our

research & collected information from both Customers .

For this project, Sample size we chose is as follows: Customers – 100

Location – Mangalore.Primary data collection - Through questionnaire

survey. Secondary data collection - Through online links & articles,journals,magzings.

SourcesFor the preparation of the project both type of data

are used. 1. Primary data 2. Secondary dataPrimary data :   The primary data was collected through

questionnaires. They were filled using the scheduled method of data collection by the researcher.

Secondary data: Secondary data were used only for collecting

information regarding the Ideal ice cream through Journals ,Magazines and Internet.

Data analysis and Interpretation

1)Which ice cream you will prefer in Ideal...? Table no. 1

Flavour No of respondents

Percentage

Gadbad          25              25%

Thiramisu          30              30%

Parfaits          23              23%

Dilkush          24              24%

30%25%

24%23%

                                                                            Graph no 1Interpretation : From the above table we can conclude that, the majority of the respondents prefer Thiramisu compared to other Ice creams.

2)Do you like to have fruits or without fruits in ice cream...?

                                       Table no 2

Choice No of respondents

Percentage

With 50             55 %

Without 28             28 %

Some times one out of two

22            22  %

50% 25%

22%

with

Without

Some time 1 out of 2

Graph no 2

Interpretation: From the above table we conclude that the 50 respondent like to have with fruits Ice cream,28 without and 22 some times – one out of two.

3)How did you come know about ideal ice cream..?

Table no 3

Channel No of respondents

Percentage

Advertisement 20            20  %

Friends and relatives 70            70  %

Internet 10            10 %

70%20%

10%Internet

Relatives&FriendsAdvertisement

Graph no 3Interpretation: From the above table we conclude that the majority of the respondent awareness through friends and relatives other than advertisement and Internet.

4)Rank the Brands in Percentage wise... (Max 100%)

                                Table no 4Brand No of

respondents Rank

Ideal 68 1

Amul 14 2

Hangyo 6 4

Natural 12 3

IdealAmul

NaturalHangyo

68%14%

12%6%

Graph No 4 Interpretation: On the basis of rank we conclude that Ideal is in first position followed by Amul , Natural and Hangyo.

5)With whom you will like to take with ice cream...?

                               Table no 5companion No of

respondents Percentage

Friends 28 28%

Family 62 62%

Lover 8 8%

Other 2 2%

62%28% 8% 2%

Lover Others

FamilyFriends

                                                                 Graph no. 5 Interpretation: From the above table we conclude that the majority of the respondents prefer having Ice cream with Family compare to Friends, Lovers and Others.

6)How many times you would visit Ideal...?                               Table no 6

No of Time No of respondents

Percentage

One time 10 10%

2 or more 89 89%

Not visited 1 1%

89%

10%

1%

2 or more

Not visited One time

Graph no .6 Interpretation: From the above table we conclude that the 89 respondents visited Ideal 2 or more time and 10 respondents visited Ideal One time and only one respondent had not visited .

7)whether the delightness of ideal ice cream beyond your satisfaction...?

Table no 7Satisfaction No of respondents

Percentage

Poor 2 2%

Average 5 5%

Good 38 38%

Best 55 55%

55%38%

5%2%

PoorAverage

GoodBest

Graph no 7Interpretation : on the basis of satisfaction level 55 respondents conclude that delightness of ideal ice cream is best , 38 respondents as good , 5 respondents as average , 2 respondents as poor.

8)At what time you will like to consume...?

Table no 8 Time No of

Respondent Percentage

Day time 47 47%

Night time 53 53%

Night time Day time53% 47%

Graph no 8Interpretation : From the above table we conclude that the 53 respondents like to consume night time and 47 respondents like to day time.

9)Whether you will consider the price before buying ice cream...?

Table no 9Price effect No of

respondent Percentage

Yes always 27 27%

No 30 30%

Sometimes 43 43%

43% 30%27%

N0

Some times

Yes always

Graph no 9 Interpretation: From the above table we conclude that 43 respondents sometimes consider the price before buying ice creams and 30 respondents do not consider and 27 respondents consider the price of the ice cream.

10)Which of the following brand do you associate quality ice cream with Ideal...

Table no 10 Brand No of

respondent Percentage

Amul 45 45%

Hangyo 20 20%

Natural 30 30%

other 5 5%

45%30%20%

5%Others

Graph no 10 Interpretation : From the above table we conclude that 45 respondents associate Amul with Ideal , 30 respondents associate Natural ,20 respondents associate Hangyo and 5 respondents associate others with Ideal .

11)What form of ice cream do you like...?

Table no 11Ice cream No of respondent

Percentage

candy 8 8%

Cone 34 34%

Slice 12 12%

Family pack 36 36%

other 10 10%

8%

10%

12%

34%

36%

Family Pack

Cone

CandyOthers

Slice

Graph no 11Interpretation- From the above table we conclude that 36 respondents like family pack, 34respondents like cone, 12 respondents like slice, 10 respondents like others and 8 respondents like candy ice cream.

12)Which are the 3 factor that you consider before buying your ice cream brand...?

Table no.12Factors No of respondentsQuality 90Product variety 21Service 28Product ingredients 20Shop location 25Health concern 55New flavours 60Others 1

Graph no 12Interpretation- From the above table we conclude that main factor considered by respondents are quality, new flavour and health

13)Have you tried cake ice cream..? Did you like it...?

Table no 13

specification No. Of respondents

Yes 7

No 93

Interpretation: only 7 respondents have tried cake ice cream and given the following comments:Very soft and smoothVery delicious and tasty

14)Please describe your few words about Ideal ice cream.

Following are the overall feedback of customers-• Wow! Awesome! World’s best ice cream• One of the best ice cream parlour in mangalore• Best in taste and quality• Tasty and delicious• Good customer service• Better than other brands• Attracts customer• Excellent• Wish to continue forever etc.....

15)Please state down the new ice cream flavour that are currently not available in your brand but you wish to have it.

 Respondents wish to have the following flavours which are currently not available in ideal-

• Ice cream with gulab jamun flavour• Grapes with ice cream• Raw mango, water melon, dates with ice cream• Jack fruit flavour• Black current• Spicy cheese ice cream• Chilli flavoured ice cream• Ice cream upon pizza• Coffee flavoured ice cream with almonds• Manchuri ice cream• Paneer ice cream• Rice with ice cream• Vegetable ice cream

• Corn with ice cream• Pineapple ice cream• Mint, apple flavour• Badam roasted almond• Papaya flavour• Butterscotch with fruit and honey• Custard apple and cocoa• Etc......................

Finding and implications:On careful observation of Ideal ice cream, we have the

following finding and suggestion Finding: First we would like to present our survey findings. We

collected information from age group of 6 to 78 years. We have observed that people of age group 6 to 59 are maximum consume of Ideal Ice cream.

As per the data, 55 female and 45 male customers are satisfied with Ideal ice cream. The data reveals that 90 persons influences on Quality and 10 influenced for the other.

Suggestion:They should increase in advertisement and publicity. 

                       Limitations1) Some of the information provided by the

respondent might not be correct.2) Getting timely responses from the respondents

was a difficult task.

                         ConclusionThe survey resulted into following conclusions:1) Ideal ice cream must come up with the new

promotional activities.2) People are mostly satisfied with overall quality

of Ideal ice cream products.

BibliographyBook reference:• Kotler , p (2007), marketing management 13th edition ,

published by Pearson Education, Inc. Delhi.• Jaspal singh and gagandeep kaur (2011),An empirical study of

select universal banks , Vol X no. 1 Feb 2011.• Kotler , marketing management , 10th edition• Sunanya khurana 2013 , service quality versus customer

satisfaction in banking sector, the IUP journal of marketing management ,Vol XII.

• Hoyer W.D.and Macinis DJ 2001, consumer behaviour 2nd edition.

Web Referencea) WWW.academia.edu/7423152/Ice -cream-market- analysisIndian.research.journals.com/pdf/1JMFSMR/2015/

February/13.pdfb)www.abhinavjournal.comc)International monthly referred journal of research in

management and technology/SSN-2320-0070 Vol III

d)Journals.ama.arg/doi/abs/10.1509/jmkr.47.128e)The global journals.com/panipex/file.php?val=April-2014-1397566913-01068-54.pdf. f)Ideal Ice cream . Trade India.Com/company-Profile.htmlg)www.idealicecream.in/history.phph)www.idealicecream.in/product.php

CUSTOMER SATISFACTION OFIDEAL ICE CREAM

We are the student of P.G Studies of M.com doing a survey for a study of customer satisfaction of Ideal ice cream. We requesting to fill this questionnaire .

Personal Data:    1)Name:    2) Age:    3)Occupation:

Research Data:Q1. Which flavor of ice cream you will prefer in Ideal…? □Gadbad □Thiramisu □Parfaits □DilkushQ2. Do you like to have fruits or without fruits in ice

cream…? □With □Without □some times-one out of twoQ3. How did you come to know about ideal ice cream..? □Advertisment □Friends and Relatives □Internet Q4. Rank the Brands in percentage Wise…? (Max 100%) □Ideal □Amul □Hangyo □Natural Q5.with whom you will like to take with ice cream…? □Friend’s □family □lover □other

Q6. How many times you would visit Ideal…? □One time □two or more □not visited Q7. Whether the delightness of Ideal Ice

Cream beyond your satisfaction……? □Poor □Average □Good □BestQ8. At what time you will like to consume...? □Day time □ Night timeQ9. Whether you will consider the price

before buying ice creams…? □Yes always □ No □ some times

Q10. Which of the following brand do you associate quality ice cream with Ideal…? □Amul □ Hangyo □ Natural □ Other

Q11.What form of ice cream do you like…? □Candy □Cone □Slice □Family pack □Other(Please

Specify……….

Q12.Which are the 3 factor that you consider before buying your ice cream brand…?

□Quality □Shop Location □Product Variety □Health Concern □Service □New Flavours □Product Ingredients □Other (please

Specify………………..

Q13.Have you tried Cake Ice Cream…?Did you like it…? a) If Yes

Specify………………………………………………………………… b) If No

Specify………………………………………………………………Q14. Please describe your few words about Ideal ice

cream………………………………………………………………………………………………………………………………………………

Q15. Please state down the new ice cream flavor that are currently not available in your brand but you wish to have it……………………………………………………………………………………………………………

Jyothi 119

Ramya 120

Kavana 121

Kavyashree 122

Lathika 123

Madhavi 124