FOR THE PROPOSED INDUSTRY PROJECT

“A STUDY ON CONSUMER BEHAVIOUR AND GROWTH AVENUES

FOR CREAMBELL ICE-CREAM IN NCR REGION”

UNDER THE GUIDANCE OF

CORPORATE GUIDE – MS. PREETI YADAV

FACULTY GUIDE – DR. NANDINI SRIVASTAVA

SUBMITTED BY: SUBMITTED TO:

MONIKA CHAUDHARY DR. MEGHNA CHHABRA

17/FMS/MBA/069

MRIIRS, FARIDABAD

1
 DECLARATION

I hereby declare that the project report titled “A STUDY ON CONSUMER

BEHAVIOUR AND GROWTH AVENUES FOR CREAMBELL ICE-
CREAM IN NCR REGION”. is my own work carried out in partial fulfillment of
the MBA program at MRIIRS, FARIDABAD. All care has been taken to keep this
report flawless and I sincerely regret any unintended discrepancies in this report.

This work is original and has not been submitted to any other University/Institute
for an award for any degree/diploma.

Date: Name:

Place: Signature:

Faculty guide: DR. Meghna chhabra

Signature:

2
 ACKNOWLEDGEMENT

I would like to express my sincere thanks to my mentor DR. MEGHNA

CHHABRA for her advice in completing this project entitled “A STUDY ON
CONSUMER BEHAVIOUR AND GROWTH AVENUES FOR
CREAMBELL ICE-CREAM IN NCR REGION” and acting as a guiding spirit
behind me. She helped me a lot right from the inception till the completion of the
project. I would also like to thank my corporate guide MS. PREETI YADAV (HR
EXECUTIVE) for sparing her time valuable time and providing me insight about
the human resource functions carried out at DFIL (cream bell). My efforts in
competing this project are result of constant motivation and patient provided by
everyone around me.

3
 ABSTRACT

The purpose of this research is to describe and analyze growth avenues for
creambell ice-cream in Indian sector. The Indian ice cream industry is one of
the fastest growing segments of the dairy or food processing industry, with
increasing disposable income and the changing lifestyle of people, the sector
has a great potential for growth.

Everybody has its own favorite brand or flavor for ice- cream. While each
manufacturer tries to give different flavor or recipes due to tough
competition, ice -cream production basics are almost the same everywhere.

The project gives insights about consumer awareness and demand of cream
bell ice-cream and its different products over its competitors. As , there is
close competition between the companies , each one is trying to provide
quality in a product along with unique look , design , color and taste &
preference , and providing better services every day.

People act and react on the basis of their perception, which also underlies
preferences, the consumer perception basically depend upon the type of
product he/she is dealing with. It includes various factors such as preference
insight, quality, feasibility, smell, taste and touch.

The project provides a plenty of data analysis and conclusions in a study. On

the basis of observation and feedback from questionnaire, I found that
consumers have changed their purchasing aspects, they believe in quality
rather than price of product, therefore the companies are giving their best to
improve their services day by day.

KEYWORDS: Competition, Quality, Consumer Preference, Demand,

Awareness, Feasibility, Perception

4
COMPANY PROFILE

1.1 INTRODUCTION

Devyani Food Industries Limited is one of the fastest growing ice cream company
in the country with its foot prints in neighboring nation too, it is among the top 5
leading ice cream brands in India and known for its quality product innovation.
Cream bell bags approximately 15% market share in ice cream industry marking its
presence in 19 states and being dominant market player in many of the region. Its
product quality and availability has made this brand widely acceptable in the
hospitality sector, thereby making eminent presence in various 5 & 7Star hotels. Our
strategy to make Cream Bell as one of the most acceptable ice cream brands is
helping us to reach every nook and corner of the territory where we operate in.

Creambell boasts of world class standards in area of product quality. Every batch of
ingredient goes through a stringent quality control before taken for production. The
quality standards are in consonance with international norms, and no effort is spared
to ensure world class product reaches the hands of the end users. Its Plants are ISO
9001:2008 & ISO 22000:2005 and HACCP Certified.

Cream bell, for the last several years has been the proud recipient in the "Great Indian
Ice Cream Contest" conducted by Indian Diary Association. Out of 18 major Ice
Cream brands in India. Cream bell has won 10 "HIGHEST IN CATEGORY
AWARDS" for the last serval years.

5
 DISTRIBUTION CHANNEL

Factory

Distribution Agents Export

Retailer

Consumer

6
 1.2 SWOT ANALYSIS

STRENGTH

 Wide range of products

 Brand loyalty
 Standardized product
 Product are known for providing true value for money

 WEAKNESS
 CREAMBELL has a goodwill, but few products need more advertisement.
 Due to large product line the company is unable to pay adequate attention to some
of its product.

OPPORTUNITIES

 Growing market due to increase population, income and changing habit If

CREAMBELL
 bring product for higher income group. The demand for its product may in that
area.

THREATS

 There are five brand of ice cream in the market but other leading companies are
also thinking to approach in this segment.
 Aggressive advertisement of the competitors.

7
PRODUCTS INFORMATION
 The below are the latest products of company. Among them
excluding ball top all the other products are running in the market with
a good potentiality. Creambell consists of around 140 varieties of products
in their basket and some of them are as follows: -

8
LITERATURE REVIEW

A rising trend in consumption of ice cream and other frozen novelties in winter has
discarded its seasonal impact due to different factors as changing consumer
perception, capturing regional variations, diverse consumer segment, product range
and innovation, festive and promotion (Dutta , 2015.)

Currently ice cream market in India is estimated to be over INR4000 crores, and is
growing at a rate of 15-20% year on year. It is estimated by 2019, the market will
reach 6,198 crores ( Gautam , 2016).

Innovation in packaging is also contributing to the growing demand for take home
products as these new packs are more convenient to carry and store as compared to
old ones , it includes cups ,cones, ice-lollies, sandwiches, ice-cream bars and
sticks.

About 71 per cent of Indian take notice of pack-aged goods' labels containing
nutritional, information compared to two years ago which was only 59 percent
(Nielsen, A.C.).

The rising prices of raw materials allowing companies to switch for cheapest
substitutes which can be an issue as the government has imposed strict regulations
on the composition of raw materials of ice cream (Mahendru , 2013).

The food and safety standards authority of india (FSSAI) has regulated that ice
cream should have 10 to 18% milk fat, depending on type of icecream.

9
THEORITICAL REVIEW:

Consumer is the king and it is the consumer who determines what a business is.
Therefore, a sound marketing program should start with a careful analysis of the
habits, attitudes, motives and needs of consumers.

Consumer behavior is prerequisite though the process is highly complicated. At the

same time, a firm’s ability to establish and maintain satisfying exchange
relationships depends on the level of understanding of buying behavior. Thus,
buying behavior is the decision process and acts of people involved in buying and
using products.

Need for Understanding Consumer Behavior

Knowledge of consumer behavior would render immense help for planning and
implementing marketing strategies.

 Secondly, the proof of establishing consumer orientation in the marketing. This

is known only when marketing mix is developed to include positive answers to the
questions listed in the beginning of this chapter.

Thirdly, by gaining a better understanding of the factors that affect buyer behavior,
marketers are in a better position to predict how consumers will respond to
marketing strategies.

 Finally, consumer is the principal—a priori of business. The efficiency with

which a free market system of enterprise operates, in the last analysis, depends
upon the extent of consumer understanding possessed by the business cannot
possibly fulfill its obligations in a meaningful and responsive manner. This is
exactly the reason why consumer behavior is given importance in modern
marketing.

10
Consumer Decision Behavior

It is a usual behavior with most consumers to seek the objective of creating

maintaining a collection of goods and services that provides current and future
satisfaction. The various types of consumer decision-making vary considerably and
are classified as follows:

 Routine response behavior.

 Limited decision-making

 Extensive Decision-making.

1. Routine decision behavior- is usually found in the cases of frequently

purchased and low-cost items. They are also aware of alternative brands, for
instance, if you intended to buy a particular would switch over to a second
preferred brand of their choice. Thus, products that are bought through routine
response behavior are purchased quickly with very little mental effort.

2. Limited decision-making -Itis pertinent in the case of purchases made by the

consumers less frequently. The investment needed also will be comparably high.
Hence, the consumers may acquire information about all possible brands and some
amount of mental exercises would follow to arrive at a decision about all possible
brands. Thus, limited decision-making requires a moderate amount of time for
information gathering and deliberation.

3 .Extensive decision-making- It is required when a consumer wants to purchase

unfamiliar products which is totally new, having high unit value and bought
preferably once in his life time. Before such a product is bought, the consumer uses
many criteria for evaluating alternative brands and substitute products and spends
much time in seeking information and deciding on the purchase. An interesting but
a notable point in this connection is that the type of decision-making need not
necessarily remain constant.

11
 CONSUMER DECISION BEHAVIOUR

The following illustrates the variations more clearly:-

Level of Amount
Frequen- Time
Degree prior of
Consumer experien
cy of
percei- pressure
of search purchase
decision -ce ved risk
making

Very High Moderate Very low

12
Factors Influencing Consumer Buying Behavior:-

Several factors determine the buying behavior of consumers. These factors may be
classified as follows:

1. Personal Factor:

These include factors unique to a particular person. Numerous personal

factors influence purchase decisions:

(a) Demographics: Individual characteristics such as age, sex, race, ethnicity

income, occupation and family life cycle are called demographics. These have a
bearing on who is involved in family decision-making.

(b) Life style: Life style means an individual’s pattern of living expressed through
activities, interests and opinions. Life style patterns include the ways people spend-
time, the extent of their interaction with others, and their general outlook on life
and living, people partly determine their own life styles and partly these are shaped
by personality and demographics.

13
(c) Situation

Situational factors are influences resulting from circumstances, time and location
that affect the consumer buying behavior.

2) Social factors:

The factors that other people exert on buying behavior are called social factors.
These factors are as follows:

(a) Roles and Family -Role means the activities that a person is supposed to
perform. A person occupies several positions and, therefore, he/she has
many roles.

(b) Reference Group -A reference group is any group that exercises a positive
are three major types of reference groups—membership, aspiration and
dissociative. A reference group may serve as an individual, point of
comparison and source of information.

(c) Opinion leader- The reference group members who provides information
about a specific share that interests members of the group is called opinion
leader. An opinion leader is likely to be most influential when consumers have
high product involvement buy low product knowledge, when they share the
attitudes and values of the opinion leader and when the product details are
numerous and complicated.

(d) Social Class A social class means an open group of individuals with
similar social rank. Quite often people in a society are classified into upper,
middle and lower classes on the basis of their income and occupation.
Consumers belonging to a particular social class tend to have common
behavioral patterns. They may have similar attitudes and values.

(e) Culture and Sub-cultures Culture is the aggregate of customs, beliefs,

values, and objects that a society uses to cope with its environment and passes
on to future generations. Our culture determines what we want and wear, It also

14
 influences how we buy and use products. Cultural changes affect marketing
mix.

(3) Psychological factors:

Factors that operate within individuals and determine their general behavior are
as follows:

(a) Perception - Perception is the process of selecting, organizing and

interpreting information to derive meaning. Different people perceive the same
thing at the same time in different ways.

(b) Motives- A motive means an internal force that orients a person’s activities
towards need satisfaction. A set of motives affects a buyer’s actions. Motives
that influence where a person buys products on a regular basis are known as
patronage motives. These include location, price, variety, service and behavior
of sale people. Marketers use depth interviews, projection and other methods to
know and understand the motives of buyers.

(c) Learning -Changes in an individual’s behavior due to information and

experience are called learning. A consumer tends to repeat purchase actions
which create 36 satisfaction. Inexperienced buyers use price as an indicator of
quality more advertisements, salespersons, friends and relatives. They also learn
by buying and using products.

(d) Attitudes -Attitude refers to an individual’s enduring evaluation, feelings

and behavioral tendencies toward an object or idea. An individual’s attitudes
remain generally stable and do not vary from moment to moment. Attitudes
play a significant role in determining consumer behavior.

(e) Personality -Personality refers to a set of internal traits and distinct

behavioral tendencies that result in consistent patterns of behavior. An
individual’s personality is the outcome of heredity and personal experiences. It
makes the individual unique.. Personality influences the type of brand and
products purchased.

15
(f) Self-Concept -Self-concept of self-image means a person’s perception or
view of himself. Individuals develop and alter their self-concept through
interaction of social and psychological dimensions. Research shows that a buyer
purchases products that reflect and enhance the self-concept. A person’s self-
concept may also influence selection of products category and brand.

Consumer Buying decision Process

The process which consumers proceed while making their buying decisions is
known as the consumer buying decision process. This process consists of five
stages a s shown in following fig.

1. Problem Recognition

A buyer recognizes the problem when he becomes aware of the desired state
and an actual condition. The speed with which a consumer recognizes the
problem can be quite fast or slow. Sometimes, a person has a problem or need

16
 but is unaware of it. Marketers use advertising, personal selling and other
methods to help trigger recognition of such needs or problems.

2. Information search

After recognizing the problem or need, a buyer search for product

information that can resolve the problem or satisfy the need. There are two
types of information search. In the internal search which is our self and
external search which consists of friends, relatives, and media. Marketers
repeat advertisements and use visuals to increase consumer learning of
information.

3 . Evaluation of alternatives

A successful information search yields a number of brands that a buyer views as

possible alternatives. This group of products/brands is called the buyer’s evoked
set. Various objective and subjective characteristics that are important to the
buyer are used to evaluate the alternatives. Cost and warranty are examples of
objective criteria whereas brand image and style are examples of subjective
characteristics.

4.Purchase

In this stage the buyer chooses the product or brand to be bought. Product
availability may influence which brand is purchased. The terms of sale (price,
delivery, warranty, maintenance agreement, installation and credit arrangement)
are settled finally, the actual purchase takes place.

5. Post-purchase behavior

After the purchase, the buyer begins evaluating the product to ascertain if its
actual performance meets the expectations. Many criteria used in evaluating
alternatives are applied again for this purpose. The outcome of this stage is
either satisfaction of dissatisfaction. Shortly after purchasing an expensive
product, a buyer doubts whether he make the right decision.

17
 Buying Motives of Consumers

A buying motive means what induces a customer to buy a product. There is

a buying motive behind every purchase. But the motive may differ from one
buyer to another. Buying motives may be classified as follows:

1. Internal and External Motives

Internal buying motives are inherent in the minds of consumers. They
arise from the basic needs like hunger, safety, comfort, pleasure, etc.
internal buying motives may be rational or emotional.

External buying motives are those which a customer learns or acquires

from his environment. Social status, social acceptance, achievement, etc.
are examples of such motives. Income, education, occupation, religion,
culture, family and social environment influence external motives.

2. Rational and Emotional Motives

Buying motives are those which are based on logical reasoning and
consideration of economic consequences. They include the cost,
durability and dependability of the product/service.

Emotional buying motives are based on personal feelings. These motives

include ego, prestige, love and affection, status, pride, etc.

3. Product and Patronage Motives

Product motives are of two types-primary and secondary. Primary buying
motives are the reasons due to which consumers buy one class of
products rather than another. These motives arise directly from human
needs and wants. These include the desire for health, beauty, knowledge,
relaxation, recognition, etc.

Secondary or selective buying motives induce consumers to buy certain

kinds of products. These include desire for convenience, dependability,
durability, economy, versatility, etc

18
MARKETING STRATEGY

According to Securities and exchange commission (SEC) annual report ,

Creambell uses natural ingredients , high product quality, periodic introduction of
new flavors , focus on grassroot community involvement and the down home local
image are essential elements of the company’s marketing strategy. In addition
company is well known for its creative marketing strategy through television
advertising and public relations campaigns.

PRODUCTION PROCESS

Introduction to Production:-

P r o d u c t i o n i s a p r o c e s s o f c o n v e r si o n o f r a w ma t e r i a l s i n t o
f i n i s h e d goods with the use of different resources. An d t h e
p r o d u c t i o n p r o c e s s i s t h e c o mb i n a t i o n o f c e r t a i n s te p s t o obtain
the final product. These steps collectively are said as process.
M a n y p r o c e s s e s a r e u n d e r t a k e n i n c r e a mi n g b e f o r e mi l k a n d mi l k
products reach the hands of the final consumer.

PROCESS OF MANUFACTURING ICE-CREAM

Ice cream manufacturing

Ice-cream filling

Marketing channel

Cold storage

19
 Transportation by AC isolated vehicles

Distributors

Dealers

Customers

DEAMND FARECASTING

Fore casting demand is a very important task in marketing. Different company has
different techniques and so has Creambell.

The main sources of measuring the demand unit taken into account the past sales in
the different reasons and measures demand.

The other techniques used by Creambell are expected growth input.

Sales promotion, production and lost but not the least through in built exercise or in
build data.

Demand Measure

Past Sales

Kind of Output’

Expected Growth
20
 Sales Production

Production

Inbuilt Exercise

Marketing Chart

Marketing Service Manager

Office Manager

Advertising Manager

Sales Manager

Physical Distribution Manager

Targeting market is a set of buyers haring common need on characteristic that a

company decided to serve the firm can adept one for the three market coverage
through eyes.

(1) Undifferentiated Marketing.

(2) Concentrated Marketing.

From the view point of companies marketing mix, it has not defined any particular
segments. But we can say the company has concentrated and differentiated
marketing strategies.

The target of Creambell is to cover all the market in India. For this target the
company has preparing all possible activities. The financial condition for this target
is very good.
21
Positioning :

Positioning is the way product is define by the consumer on important attribution.

It is a place a product occupies in a consumer’s mind relative to the cooperating
products.

In Creambell works is must basis on “ACHCHAI, SACHCHI & SAFAI”.Creambell

gives 100% ice-cream to consumer. Because of it, Creambell has very extreme
position in the market.

The company can always give a good & healthy product to the customer. So, those
customer are satisfied the product which is made in Creambell Company gives
product which made in vegetarian product. It is for the entire segment. This is a
position of the Creambell.

MAKRETING MIX

Once the company has decided on its overall competitive marketing strategy, it is
ready to being planning the details of the marketing mix. The marketing mix is one
of the major concepts in modern marketing. We define marketing mix as the set of
contradictable tactical Marketing tools that the firm blends to produce the response
it wants in the target marketing. The marketing mix consists of everything the firm
can do to influence the demand for its product. The many possibilities can be
collected into four groups of variables known as the “Fowo Ps” : Product, price, once
and price and promotion.

Marketing Mix.

Product Price Place Promotion

-Product variety - Price list - Channels - Sales
- Quality - Discount - Location - Advertise
- Design - Credit Period - Inversion - Public relation
22
- Features - All ounces - Coverage -DirectMarketing
- Packing - Transportation

PRODUCT PORTFOLIO

1. Royal Gulab
2. Vanila
3. Stawberry
4. Fresh Pineapple
5. Tuti Prufi
6. Chocolate
7. Real Manago
8. Chocolate Chips
9. Fresh Strawberry
10. Kaju Draksh
11. Butter Scotch
12. Bonanza
13. Black Coffee
14. Black Current
15. Orange Tank
16. Swiss Caoke
17. Kesar Pista
18. Kaju Anjir
19. Lonavati
20. Alaround Carnival
21. Fresh Stawberry Almond
22. Rajbhog
23. Kesar Malti.

Slice Ice-Cream

24. Three-in-one.
25. Raja Rani
26. Cassata Cut
27. Fifty Fifty
23
28. Topo Cones
29. Chock Vanilla
30. Stawberry
31. Chocolate
32. Butterscotch
33. Kesar Pista

Candies

34. ColaPop
35. Double Hit
36. Mini Chocolate
37. Kaju Candy
38. Rasberry Dolly
39. Mango Dollley
40. Chocolate
41. Chopaty Kalfi
42. Zulu Bar

Nobilities

43. Sandwich Ice-cream

44. Malai Kulfi Rolicut
45. BPK Roll Cut
46. Supper Sunder
47. Choco Roll
48.

Ready Big Cups

49. Vanilla
50. Butter Scotch
51. Bonanza
52. Kaju Draksh
53. Kesar Pista
24
PRODUCT DECISION

Product planer need think about product the below levels.

(1) Quantity :

Creambell business philosophy is to provide good viability product on the

customer at the favorable price company always keep in mind that company
gives the quality product.

(2) Features :

In the product of the Creambell there are certain features to attract customer
is good fest and better best quality product.

(3) Design :

The company product design is attract to the product which attract it and make
competition with other companies product.

(4) Brand Name :

The Brand name and place is very important role in the selling of product
brand name ‘Creambell’

(5) Packing :

Company is using variety of which are suitable for perishable product.

Company packed the ice-cream such away the people are attract to buy it. The
packaging is important factor in the selling.

25
RESEARCH PURPOSE AND METHODOLOGY

Purpose: -

The title of the project is “A STUDY ON CONSUMER BEHAVIOUR AND

GROWTH AVENUES FOR CREAMBELL ICE-CREAM IN NCR
REGION” The objective of the research was to know the detailed about consumer
perception and growth avenues of the company (cream bell). This is done by
analyzing the questionnaire filled by the consumers of creambell icecream.

Objectives of research: -

1. To study the brand awareness of people towards cream bell ice cream .

2.To study the consumer preferences of creambell ice cream over other
competitive brands.

3.To study the growth strategies of the company .

4. To know the factors which affects the consumer’s buying behavior to purchase
the ice cream.

Research methodology

SAMPLE DESIGN

 SAMPLE UNIT : All working people and students are considered ,

including male and female irrespective of their education level.
 SAMPLE SIZE : 100 People
 SAMPLE REGION : NCR Region

26
RESEARCH DESIGN

The research design adopted in the study is descriptive.

 Primary Data:
The primary data was collected by preparing the questionnaires, and
personal interaction with people.

 Secondary Data:
The secondary data was collected from company’s in-house journals, magazines,
company records and online website.

RESEARCH INTRUMENTS

 Questionnaire design:

As the questionnaire is self-administrated one, the survey is kept simple and user
friendly. Words used in questionnaire are readily understandable to all respondent.
Also, technical jargons are avoided to ensure that there is no confusion for
respondents.

 Exploratory research
Exploratory research seeks to discover new relationship, emphasis on discovery of
ideas. Marketing researches devote a significant portion of their work on
exploratory studies when very little is known about the problem being examined.

 Recommendation:
Recommendation and suggestions have been given based on data analysis.

27
DATA ANALYSIS AND INTERPRETATION

1.Which brand do you prefer while buying icecream ?

10%
30% amul
20% creambell
kwality walls
vadilal
40%

Interpretation – The response of 100 people are taken out of which 30% of people
are aware of amul ice-creams , 40% are aware of creambell ice-cream and rest 20
and 10 % of people are aware of kwality walls and Vadilal.

2 Have you ever tasted Creambell ice-cream ?

20%

yes
no

80%

28
 Interpretation – Out of 100 respondents 80% people tasted creambell ice-
cream while 20 % still not tasted yet .

3 what do you consider while buying ice cream ?

15% quality

10% price
availability
10% 60% taste
5% flavours

Interpretation- Out of 100 respondent’s 60 people consider quality , 15consider

flavor , 10 people consider taste while rest 5% and 10%consider price and
availability

29
4. How do you find the creambell ice-cream ?

10%
20%
10% extremely tasty
good
average
tasteless

60%

Interpretation – Out of 100% , the people who found creambell ice cream
extremely tatsy are 60% , while 20% found it good , 10% of people find it average
while other 10% found it tasteless .

5. If creambell increases its price to extend quality , would you buy the ice-cream?

15%

yes
no

85%

30
Interpretation – 85% of people responded that they will still buy the cream bell ice-
cream if the company would increase its price to improve quality but 15% of
respondents denied for the same.

5.How do you came to know about creambell ice-cream ?

30
television
magazine
50
reference
hoaldings

20

Interpretation – people usually came to know about creambell ice-cream through

television i.e.50% while 30 and 20 percent of people through reference and
magazine but there is no case of hoarding or cheating by creambell.

31
6. Do packaging of products affect the buying behviour of consumers ?

30%
yes
no
70%

Interpretation – 70% of the people thinks packsging affect buying behavior of

consumers and rest 30 % thinks it doesn’t affect them.

7. Do you feel creambell should improve its packaging quality so that the ice
cream should not flow outside ?

32
 20%
30% agree
strongly agree
10%
disagree
strongly disagree

40%

Interpretation – 40 and 20 percent (60) percent of people are agreed to the fact
that creambell should improve its packaging quality to the maximum while 40
percent are already satisfied with the packaging

8. Who do you think is the competition of creambell

15%
Amul
5%
vadilal
kwality walls
20% 60%
mother dairy

Interpreataion – out of 100% of people 60 % people believes that amul is a great

competitor of creambell , 20 % thinks vadilal is their competitor while 5 % and
15% thinks that kwality walls and mother dairy are their competitors.
33
9. Do you think creambell ice-cream should launch low fat and sugar free
ice-cream?

15%

yes
no

85%

Interpretation – 85% of people who are really health conscious believe creambell
should launch low fat and sugar free icecream, rest 15% are ok with available
products .

34
10. Where you most enjoy the ice-cream?

10%
20%
parlour
home
restaurant
40%
30% others

Interpretation – People usually enjoys icecream at restaurants and home i.e.

40%and30%, rest of them enjoys at parlour and other places.

11. Is there a separate creambell ice cream parlour at your place ?

10%

yes
no

90%

35
Interpretation- 90% of the people agree to the fact that there is no separate ice
cream parlour at their place , while 10% says the ice-cream parlor is available at
their places.

Recommendations

Suggestions a nd Recommendations
After conducting the survey I would like to give few suggestions as follows-
The company needs to work on the advertising strategy in the Ice-cream division
as they are doing in butter division since majority of consumers are not even aware
about the schemes run by the company.

Although company has good market share in NCR region due to its Brand name
but it could increase its share significantly through massive direct marketing
because there are still some untouched area where the product is not regularly
available.

There is no single as such exclusive Creambell parlour in NCR region, It is

also recommended to open a parlour in these cities.

The packaging material of ice cream party pack should be either container or
plastic sheets instead of being hard board sheets as it is available in other big cities
also.

36
 More schemes should be launched to boost the awareness of the Creambell Ice
cream and remain in competition with the foreign players.

To enhance the consumer buying and consuming habit company should apply
new promotional tools like mass marketing and customization of the product.
Company should introduce Low fat and less sugar Ice cream segment to
penetrate new market.

Company should target youth and children for the product like Candies, Pops
Ice-cream and should know what exactly consumer wants.

Conclusion and Recommendations

Conclusion

An attempt is made to identify the level of awareness and market perception

among the people towards Creambell ice cream. It was found during studies that
Creambell has a very good market reputation in NCR region which includes
Faridabad , Delhi & Gurugram city. They have a huge market share and big
customer base.
They have a bright future as have many uncovered area and potential customers.
Consumers are satisfied with the quality of the product.
There are lots of varieties of products available in the market.
Consumers have complaint regarding packaging and sometimes availability of
the product particularly with the brand Sandwich and healthy tubs Range.
Amul and Vadilal are giving great competition to creambell these days
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 There are huge opportunities for the company to open a separate Creambell ice
cream parlour as customers have shown great enthusiasm for it.

FINDINGS

A small segment of the respondents think that the Creambell is the best brand
among suggested option. All the rest of them think that there are other good
options also available like Amul and Vadilal.
Major chunk of the respondents feel that the best feature of Creambell is its
Quality and taste. The adequate price of the product is the second valuable feature.
Customers are highly quality conscious than price sensitive these days . They
are ready to pay higher prices for better quality products .
When asked to recall an advertisement in respect of any schemes launched by
company, almost all the respondents were able to recall only one or two
advertisements. Majority of respondent are not even aware about many schemes.
TV advertising provides a unique blend of sight, color, movement, sound,
repetition and presentation of the products. This helps TV commercials to gain
advantage over other Media.

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REFERENCES

Dutta,Shomnath.(2015).”Product Awareness and Brand Awareness of Ice-

cream, first edition”
Gautam,Romil.(2016).”Consumer Perception About Indian Ice-cream”,
wisdom publication
www.indianicecreamcongress.in/past-events-r
https://economictimes.indiatimes.com/topic/Creambell/news eports

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 ANNEXURE

Name:

Age:

Profession:

1 . Which brand do you prefer while buying ice-cream ?

a) Amul
b) Creambell
c) Kwality walls
d) Vadilal

2. Have you ever tasted creambell ice-cream ?

a) Yes
b) No

3. What do you consider while buying ice-cream?

a) Quality
b) Price
c) Availability
d) Taste
e) Flavours

4. How do you find the creambell ice-cream?

a) Extremely tasty
b) Good
c) Average
d) Tasteless

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5. If creambell increases its price to extend quality, would you buy the ice
cream ?

a) Yes
b) No

6. How do you came to know about creambell ice -cream?

a) Television
b) Magazine
c) Reference
d) Hoarding

7. Do packaging of products affect the buying behavior of consumers ?

a) Yes
b) No

8. Do you feel cream bell should improve its packaging quality so that ice
cream should not flow outside ?

a) Agree
b) Strongly agree
c) Disagree
d) Strongly disagree

9. Who do you think is the competition of cream bell ?

a) Amul
b) Vadilal
c) Kwality walls
d) Mother dairy

10. Do you think creambell ice-cream should launch low fat and sugar free ice-
cream?

a) Yes
b) No

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11.Where you most enjoy the ice-cream?

a) Parlour
b) Home
c) Restaurant
d) Others

12.Is there a separate cream bell ice-cream parlour at your place ?

a) Yes
b) No

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