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Igloo Ice-cream
Table of Contents
1. Background of the Study: ................................................................................................................ 2
2. Rationale of the Study:.................................................................................................................... 3
3. Aim and Objectives: ........................................................................................................................ 3
3.1 Aim: ........................................................................................................................................... 3
3.2 Objectives: ................................................................................................................................. 4
4. Introductory Literature Review: ..................................................................................................... 4
4.1Customer Satisfaction for Ice-cream Industry: .......................................................................... 4
4.2 Characteristics of customers: .................................................................................................... 5
5. Methodology:.................................................................................................................................. 5
5.1 proposed conceptual model: .................................................................................................... 5
5.2Research questions and hypothesis: .......................................................................................... 6
5.3 Research design:........................................................................................................................ 7
5.4 Sampling process: ...................................................................................................................... 7
5.5 Survey Instruments: .................................................................................................................... 8
6. Field work and data collection: ..................................................................................................... 11
7. Data Analysis: ................................................................................................................................ 11
8. Timeline:........................................................................................................................................ 11
9. Expected Outcomes: ..................................................................................................................... 12
10. Bibliography: ............................................................................................................................... 13
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with high end technology. All products pass through a strict quality control check before
going to the market.
The product is retailed through more than 12,000 outlets across the franchise and is also made
available through colorful refrigerated trolleys that move around in residential areas and near
educational institutions. That comforting mainstay of frozen treats, IGLOO, can be found
throughout Bangladesh and everyone from suit-and-tie professionals to kids in baggy shorts,
teens in jeans till mature adults seem to partake of its pleasures. Igloo is also present in
strategic locations like airport, railway stations, stadiums, amusement parks, hotels,
international food chain shops, superstores and departmental stores.
The contributing factors to success of IGLOO are sound decision making, rigorous quality
control, establishing strategic alliance with suppliers, continuous improvement policy,
experienced production team and of course the consumers who have been with us throughout
our journey. Today, Igloo is synonymous to ice cream in Bangladesh.
3.2 Objectives:
What are the factors that make customer satisfied when they have igloo ice cream?
What are the key factors that make targetcustomer satisfied while purchasing igloo ice
cream?
On which factors, marketer should be more concern to increase their image and value
to its customer?
As the competition growing rapidly, how the company can manage customer
satisfaction in the future?
What will be the new customer satisfaction tools in new competitive business
environment?
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5. Methodology:
5.1 proposed conceptual model:
We will conduct our research in two phases. In 1stphase of our research we will offer our 20
respondents to rank among 8 popular renowned ice cream brands according to the level of
satisfaction of a customer.
To have a better understanding of these factors, we will conduct conclusive research. We will
go through from secondary research to have an understanding of the customer satisfaction
regarding igloo ice cream. The variables especially need to form the models are:
Attribute
Product Quality
Price
Availability
Promotional activities
For our marketing research process, we followed and used the mathematical models. We
developed a Mathematical Model for our research purpose. We used Multiple
Regression Equation to identify and analyze the dependent and independent variables. The
Multiple Regression Equation we used is:
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Availability
Its very important because when a customer will go to purchase an ice cream of his/her
desired brand that one must be available there. Otherwise the customer may switch to other
product.
H4: Availability of Igloo ice cream make a customers satisfied.
Promotional activities
For product like ice-cream its also important to aware people about the offers and our
product category. For this we also use this issue.
H5: Promotional activities of Igloo ice cream make a customers satisfied.
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Questionnaires
1. Do you ever try Igloo ice cream? (If yes then please proceed, if no then please return
the questionnaire)
Yes
No
2. Please rank the following brand from most preferred to least preferred. (Igloo,
Polar, Kwality, Savoy,Bellisimo, Bloop, Zaa& Zee, Mi Amore, Others)
I. ___________________
II. ___________________
III. ___________________
IV. ___________________
V. ___________________
VI. ___________________
VII. ___________________
VIII. ___________________
3. Which attribute(s) of Igloo ice cream do you prefer most?
Taste
Variety
Hygienic
Distribution
Attractive packaging
Others___________
Strongly
Agree
Agree
Neutral
Disagree Strongly
Disagree
5
5
5
5
5
4
4
4
4
4
3
3
3
3
3
2
2
2
2
2
1
1
1
1
1
5
5
4
4
3
3
2
2
1
1
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everywhere.
14
15
16
17
18
19. Gender
Male
Female
31-40
41-50
51-60
60+
Undergraduate
Diploma
H.S.C
S.S.C
Others _________________
15000-25000
25000-35000
35000- 45000
45000-60000
60000+
Govt. Employee
Student
Others ____________
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7. Data Analysis:
Once the reliability analysis is done, then, we will calculate the mean value of dependent
variables (Customer satisfaction) and independent variables (Attributes,Product Quality,
Pricing, Availability and Promotional activities). Finally, we will complete the analysis part
through regression analysis.
8. Timeline:
Month
June
Phases
July
August
measuring
instrument
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9. Expected Outcomes:
In this research wewill try to determine the key variables for customer satisfaction of igloo
ice cream based on using five different independent variables. We will analyze it by
conducting a Regression analysis. The result will show what are the factors or variables
influencing on customer satisfaction of igloo ice-cream. At the same time what factors or
variables are not working well enough behind customer satisfaction of igloo ice-cream.
Therefore, the findings can be used for any decision making, or it may ask for further deep
research.
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10. Bibliography:
Malhotra, N. K., (2014) Marketing Research-An Applied Orientation. 6th ed. New Jerser:
Pearson
http://www.amlbd.com/
http://www.amlbd.com/icecream/about.php
http://www.scribd.com/doc/83666619/Customer-Satisfaction-With-Reference-to-IcecreamIn#scribd
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