1

A Project Report On Industrial visit At

Havmor ice cream Pvt.Ltd.

Submited to HEMCHANDRANCHARYA NORTH GUJARAT UNIVERSITY, PATAN

Submitted by JANI JAY R T.Y. B.B.A (A) ROLL NO= (27)

PREFACE

Experience is the best teacher. The saying has played a guiding role in the infusion of the project report as a part of summer project after first year of master of business administration (M.B.A) program of the Hemchandracharya north Gujarat University, Patan. The infusion gets a special consideration and imprtantance to the programmed as it allows a student as exposure to the real business life. A person cant learn by merely reading hundreds of book on it. He/she requires practicing his hand at the helm of it. Similarly management learning remains incomplete without a test of real business life. Thus theoretical knowledge is not enough for management students; practical study holds on important place. Our knowledge remains incomplete without practical aspect. This report includes analysis of ice-cream consumers regarding the different flavors of ice-creams. The research was conducted in the Ahmadabad city area. This project report also includes the competitive analysis of Havmor ice-cream with other brands of ice-cream. It is indeed a golden opportunity for me to present this report and indeed a matter of esteem honor itself.

ACKNOWLEDGEMENT
As anyone who has written a project work, or research work, it is quite impossible to acknowledge by name every individual who has played some part in this work. I feel it difficult to express in words my profound sense of gratitude to most respected persons who helped me to make this work possible. I am very much thankful to HAVMOR ICE-CREAM LTD and Mr. Kamal Desai, the vice president (marketing). I extend my sincere thanks to Mr. Sagar, Havmor Ice-Cream Ltd for providing me the necessary information. I acknowledge my gratitude to respected Head of the department Mr.Bhavin Pandya who has given me an opportunity to prepare project report and respected faculty Mr. Mitesh Jayswal for the providing the projects guidelines. Finally of course great debts are owed to my all-friends whose wholehearted support has given me the inspiration and dedication to complete this work.

EXCLUTIVE SUMMERY

Executive summery is an important part of project in which I have included all the information of my project in sort manner. My project is on the title A detailed study report on consumers behavior for different flavors of ice-cream and competitive analysis of Havmor ice-cream in Ahmedabad city area. The Havmor ice-cream limited is very popular in the western region of India. Major players in this industry are AMUL, VADILAL, HAVMOR, BUSKIN ROBBINS, DAIRY DEN etc. The ice-cream market is also distributed in local ice-cream manufacturer. SURVEY SUMMERY The research was done in Ahmadabad city area. Have surveyed 300 ice-cream consumers and the sampling method was non profitability convenience sampling. FINDING

In finding it is shown that most of the people are not satisfied with the quantity of branded ice-creams. Consumers are more interested towards the flavor of ice-cream while they are least interested in the brand of an ice-cream.

TABLE OF CONTENTS

CHAPTER

PARTICULAR
PREFACE ACKNOWLEDGEMENT EXECLUSIVE SUMMARY

PAGE NO.
I II III 1 2 4 5 6 10 11 13 18 21 45 51 53

1. 1.1 1.2 1.3 1.4 2. 2.1 2.2 3. 4. 5. 6. 7. 7.1

Introduction Ice-Cream Market-Introduction Segmentation SWOT analysis of overall ice-cream market in India Major ice-cream players

Havmor Introduction
Havmor Company Profile Name of the products Research method Analysis Finding and recommendations Bibliography Annexure Questionnaire

1.1

INTRODUCTION OF ICE-CREAM MARKET

What is Ice-Cream?

Ice Cream is a frozen mixture of a combination of components of milk, Sweeteners, stabilizers, emulsifiers and flavoring. Other ingredients such as egg products; coloring etc may be also added. This mixture, called a mix, is pasteurized before freezing. Freezing involves rapid removal of heat while agitating vigorously to incorporate air, thus imparting the desirable smoothness and softness of the frozen product.

The broad term frozen desserts refer to ice-cream and related products. Specific product includes ice-cream and its lower fat varieties, frozen custard, mellorine (vegetable fat frozen desserts), sherbet, water ice and frozen confections. Some of this dessert are served in either the soft frozen or hard frozen form.

The physical structure of ice-cream is complicated psychochemical system. There are three phase of system liquid, solid and gas. Air cells and air crystals are dispersed in a continuous liquid phase. The liquid phase also contains solidified fat, colloidal milk proteins, insoluble milk salts, and lactose crystals in some cases, colloidal stabilizers and sugar and soluble salts in solutions.

Ice-cream is palatable, nutritious, healthful and relatively inexpensive food.

History of Ice-Cream

Ice Cream is one of most spectacularly successful foods of the entire dairy based products. By contract, ice-cream has a short history. Ice-cream evolved from the cool wine in mountain snow to hundreds of flavors that stock our grocery shelves. There are many tales surrounding the evolution of our countrys most popular desserts, Ice Cream. It is likely that Ice Cream was not invented, but rather came to be over years of similar efforts.

The Chinese gourmets made the primary attempts to explore this revolutionary food for lessening the blazing heat of summer. It was Polo who consigned this invention to Italy (Europe) after this voyage to china in 1295. These experiments were carried out to make novelties from ilk in France and gradually the whole Europe became addicted to Ice Cream. Before this invention reaches the Indian connoisseur, the human kind had witnessed two perilous world wars. The father of wholesale ice cream business, is the US, was Jacob fusel, a milk dealer of Baltimore, who began to manufacture ice cream in 1851.

Ice Cream permeated the India soil 1942, when Quit India Movement had recently been launched. The establishment of Vadilal Soda Fountain, near teen darwaja Ahmadabad, marked an indelible footstep in the sand of time. And this modest beginning of the monumental ice cream empire followed the strategy of imperialism. In the last decade, i.e. after liberalization and free market economy, the Ice Cream industry has gained favorable breeding ground to flourish on. The brand named like Vadilal, Havmor, Amul, Baskin and Robbins, Dairy Den, Walls, GO cool, Shrestha and too numerous to mention are on the tips of the multitude. The bright future is before them. They have to go ahead eith chilled spirits, burning vigor and bubbling gusto

1.2

SEGMENTATION
Ice Cream market can be segmented in three different ways, namely On the basis of flavors On the basis of stock keeping units/packaging On the basis of consumer segments

On the basis of flavors: The market today has a number of flavors like vanilla, strawberry, chocolate, Mango, better scotch, number of fruit flavors, dry fruit flavors, traditional flavors like kesar-pista, kaju-draksh etc. the market is totally dominated by vanilla, strawberry and chocolate, which combine accounts for more than 70% of the market, followed by butterscotch and other fruit flavors. Because of high competition, every company has tried to add new flavors to attract the customers. We can also divide this segment in to subsegment by 1. Regular flavors (incl. Vanilla, Butter Scotch, Strawberry etc.) 2. Seasonal flavors (Mango, Sitafal, Fruit Bonanza etc.) On the basis of stock keeping units/packaging: The market can be divided into four segments: Cones Cups Take-away Sticks for Candies On the basis of consumer segments: The market can be divided into following four segments:

Impulse Segment (Pull cart) Retail (home take-away) Institutional/ catering

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Parlors

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1.3

SWOT Analysis of Overall Ice Cream Market in India

Strengths: The strength of Ice Cream market in India is the available of natural resources which can be capitalized to improve and increase the market size available.

Weaknesses: Many unorganized sector players manufacturing ice cream are not hygiene and quality conscious and they just try to compete on price resulting in unhealthy competition with organized sector manufacturers as well as good unorganized sector manufacturers. Many organized players are thus finding difficulty to maintain and survive in the market as they have high fixed overheads.

Opportunities: Looking to the International scenario, Ice Cream industry in India has a huge potential in the untapped market available with us. Ice Cream of various types can be made available to the people at large to increase the consumption.

Threats: Due to globalization many Multi Nationals are entering in India with a good financial back up, latest technologies and equally good quality products with attractive pricing and different varieties. This can create problem for India manufacturers of Ice Cream if they cant match their quality and price with them.

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1.4 MAJOR TCE CREAM PLAYERS

The Indian Ice Cream market is dominated by a large number of small local manufacturers and regional players. There are an estimated 150 manufacturers in the organized segment, which accounts for 30-35% of sale about 2000 units in the unorganized segment, the significant brands are Vadilal, Havmor, Kwality Walls, Amul, Mother Dairy and Baskin Robbins.

Vadilal
A company, which is around 82 years old, was started by the founder member Late Shri Vadilal Gandhi

Mission: To provide quality product and services at an affordable price.

Vadilal started as a one-man show with hand-cranked ice-cream in 1926 as a small retail outlet. Today it has grown to employ around 800 people. They have plants at three different locations, one is at Ahmadabad (Dudheswar), the second is at Pundhra, Gujarat and the third is at Barelley (U.P). they manufacture around 120 varieties of ice cream with over 250 packs and forms. They have diversified in to processed food, Chemicals, Construction and Financial services also.

Amul
Amul is a brand name of products coming under Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMFL) which is a 2500 cores cooperative concern now. During the British rule Polson had a monopoly in India. Polson used to buy individually from various farmers in Gujarat and Maharashtra at a very low rate and then processed the product to earn heavy profit.

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Amul started manufacturing all sorts of byproducts from the access milk like Cheese, Better, Ghee etc. in 1976. Amul Ice Cream was launched on 10 th March,1996 at Ahmadabad. Subsequent ly the distribution and marketing operations were roles out across the country. Amul Ice Cream has achieved 38% share against 9% market share of HLL making it 4 times larger than its closets competitor. Its major strength is in its manufacturing units and its network all over India. It has got around 180 distributors in India, 37 in Gujarat and 9 in Ahmadabad.

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DAIRY DEN
(Chills Thrills and Frills)

Dairy Den launched their first ice cream parlor way back in 1969 at Ahmadabad and as a chain of seven-premium ice cream parlors in Gujarat state. Dairy Dens CTF (Chills Thrills and Frills) has the UPS of freshly prepared ice creams of International Quality having value for money and visual appeal. All their parlors are run by management itself having high rated homogenous quality with high hygiene standards.

The CTF operations are carried out under the name of Dairy Den Kiosk Ltd. The brand is one of the major players in Indian Premium ice cream segment. Dairy Den: Caters to high and low income class under two brands as under.

1)

CTF Premium Ice Cream Parlors

At present CTF operations consists of seven premium ice cream parlors in Ahmadabad, Gandhinagar, Baroda and Surat. The company is also having parlors at Delhi, Jaipur, Pune and Agra, which are already under process.

2)

Yums- Soft Serves

Dairy Den is engaged in setting up business of Yums Kiosk parlors. This is the unique concept introduced by them and has been a runaway success. The company is selling soft serves under the brand name of Yums at a very low price making at affordable to all the section of the society. This concept has received a tremendous response from the market. CTF Products: Artisan Scoop Ice Creams, Soft Serves, Sundaes, Juices, Thick Shakes etc.

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Other Players: Besides the main national brands, other premium brands have carved a niche for themselves in their respective regional market. These players have mostly concentrated on the large metro cities. These players sell through franchise parlors as well as through retail stores, groceries, restaurants, hotels, roadside stalls on highways etc.

Region East West North South

Brands Talika, Rollicks (Induss Ice Cream) Natural, Pastonji, Dinshaws, Havmor, Yums, Cream Bell Mother Dairy, Nirulas Arun (Hatsun Foods), Joy, Nandini

Gujarat is very big market for Ice Cream industry, which is dominated by Havmor Ice Cream, Amul and Vadilal. Ahmadabad is at 1st rank in highest per capita consumption of ice cream in India. In Gujarat people are also found of eating ice cream at parlors. In each four main cities and in many medium cities local parlors are also famous.

Mumbai has several players such as Nature World, Naturals, Ice-cream Express, Dinshaws etc that are priced at a premium over the Kwality Walls and Amul brands. Arun, promoted by Hastun Foods Pvt. Ltd. is dominated brand in the South. Arun sells its Ice creams through exclusive parlors, which are popular in the southern cities. Joy, another marginal national player has a stronger presence in the south. Together, Joy and Arun have a sizable presence in the southern markets of Chennai and Tamilnadu.

Nirulars is the strong local players in Delhi. Mother Dairy the Delhi version of the Amul brand also has a strong presence in the northern Region.

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VARIOUS LOCAL ICE CREAM MANUFACTURERS

There are various unorganized and local manufacturers in India who manufacture ice creams by old methods by wooden or metal kothis or having a locally made machine for making ice creams. These local or unorganized sectors cannot be overseen as they have a equally big turnover in India. They have advantage of less overhead and strong local brand loyalty. Their pricing is very competitive as their overheads are less and are fighting big organized players in India. The locally manufactured ice cream has got more weight as compared to machine made ice cream. The machine made ice cream has generally got more air in it. The leading names in the unorganized sectors are: Patel Ice Cream Balaji Ice Cream Asarfi Ice Cream Rajasthan Ice Cream Derani Jethani Ice Cream Janata Ice Cream Shreeji Ice Cream

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SWOT Analysis of Local Manufacturers:

Strengths: 1. Local players with few overheads and can give value for money.
2. Loyalty and continuity of their clients.

Weakness: 1. Local handmade machines and hence no control over quality. 2. The weight for their ice cream is more as air content in ice cream is less and hence costlier than the machine ice creams. Opportunity: Due to changing trend and increasing market sizes, they can capitalize the niche market by giving good product at low price. Threats: Organized players with good network, financial and promotional backup and with volumes are making cost effective products now and the gap has narrowed down between the prices of organized and an unorganized sector. Consumer would be tempted to go for an organized and branded product.

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CHAPTER-2

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2.1 HAVMOR COMPANY PROFILE

NAME OF THE UNIT

Havmor literally meaning H-A-V-M-O-R, one of the best names for food business was coined by late Chona in 1944, when he was working as a ground engineer in BOAC (British Overseas Aircraft Corporation)

REGISTERED OFFICE OF HAVMOR

2nd Floor, Kashmira Chambers, B/H. Popular House, Navrangpura, Ahmadabad -380 009, Gujarat, INDIA. Phone: +91 79 26577070, 2675030, 26575144 Fax: +91 79 26575100 E-mail: havmor@havmor.com

VISION

Quality Must Always Precede Quantity

The vision is to be a leader in Food & Ice Cream business. Leadership not as defined by the general norms of the market place, but as defined by the company itself.

This means many things.

Such as establishing & maintaining leadership in quality, not necessarily quality.

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Continuing to earn the respect of consumers and business associates, through excellent products, fair trade practices and overall transparency. Innovating continually, so that the company has something a new offer to its consumers every season. Diversifying into related areas of food industry, to offer consumers more comprehensive taste experience. Fine-blending new technologies with market strategies. And, by never taking the market for granted.

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MISSION

Goodness, Truthfulness, Cleanliness

GOALS

To be the no. I ice cream brand of western India. To be a leader in food and catering business.

HISTORY & GROWTH

Havmor Ice Cream started as early as in the year 1944 in Karachi, Pakistan by Chonas. The founder Mr. Satishchandra Chona came to India during India-Pakistan partition and then started their first lorry at Kalupur. Mr. Satish and his wife churned Ice cream in bucket at night and then they used to sell it in the morning in lorry. Bit by bit they saved money and in the year 1953 they tool a place at Relief road which stands even today. Today Havmor has got outlet at many places including Relief road, Navrangpura, Panchvati, and Drive-in and also at many places in Baroda. They have manufacturing unit at naroda, Ahmadabad. Today, Havmor Ice Cream is a delicious facet of Western Indias daily life, and part of its market lore. It reaches hundreds of thousands of consumers through 8 main outlets and 5000 plus dealer. Pradeep Chone, son of the Late Shri Satish Chona, today heads the Havmor conglomerate. He has continued his fathers quality obsession and streak of innovation. Distribution of Havmor ice cream is done through over 5000 distributor and retail network in Gujarat. It is having around 100 different flavor and sizes put together. Its marketing strategy is always consumer oriented and it always has given consumers value

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for money. Its advertisement and promotion are done centrally through newspaper, hoardings, wall paintings, POP, events etc.

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Name of chief executive and managerial person:-

Mr. Pradeep Chona Managing Director

Mr. Rajesh Shah HR Department

Mr. Kamal Desai Marketing Department

Mr. Anand Production Department

Mr.Pradeep Chona Son founder Mr. Satish Chona {Managing Director} Mrs. Rekha P Chona Chair person of the company Mr. Ankit Chona Director of the company

Other key personnel of the company

Mr. Rajesh Shah Human Resources Department Mr. Kamal Desai Marketing Department

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Mr. Anand Production Department

2.2 Name of the Products

1) Kids Specials

i. ii. iii. iv. v.

Mini Choc bar Ringo Bingo Topo Cone Lolly Pop Ice-cream Bon Bon Rocket Candy

2) Roll Cuts

I.

Raja Rani Fifty-Fifty Malai Kulfi B.P.k Roll cut Cassta Cut

II. III. IV. V.

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3) Novelties

a) Bon Bon b) Sandwich Ice-cream c) Slice Cassata d) Super Sundae

4) Top Cones

Ringo Bingo Choc Vanilla Yummy Strawberry Chocolate Butter Scotch Kesar Pista Raja rani

5)

Party pack & Family pack

Strawberry Vanilla Kaju Draksh Butter Scotch

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Bonanza Three-in-one Tutee Fruity Fresh Pineapple Fresh strawberry Real Mango Chocolate Chocolate Chips Swiss Cake Rich Coffee Eena Meena Deeka Orange Tang French Vanilla (tub) Kaju Anjir Black Current Lonavami Almond carnival Roasted Badem Anjir Pudding Ice-cream Raj Bhog Kesar Malti

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CHAPTER-3

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RESEARCH PROPOSAL

Research Topic

A detailed study on consumers behavior for different flavors of ice creams and competitive analysis of Havmor ice cream in Ahmadabad city area.

Research Objectives

Primary objective

To study the consumers preference towards the purchase of different ice cream flavors. To kind the performance of Havmor ice cream vis--vis other brands.

Secondary objectives To know the consumption rate of the ice cream. To seek the general perception of consumers toward Havmor ice cream. To collect information regarding Havmor outlets.

To collect detailed information about the price, supply or any required improvements towards the Havmor ice cream. Research Design Descriptive research cross sectional Sampling

Sampling technique: non probability convenience sampling. Sampling units: ice cream consumers between age of 15 years to 65 years.

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Sample size: 300 ice cream consumers. Area of survey: Ahmadabad city area.

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Sources of Data

Primary data: Questionnaire and information by company personnel outlets.

Secondary data:

www.havmor.com www.marketresearch.com www.icecreampark.com

Data analysis Testing method

Graphical Chi-square presentation

Software

MS Office 2007 Sigma XL

Communication Approach Tool: structured questionnaire Media: personnel (interviewer administered)

Limitations Times constraint Lack of money Consumers biasness

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CHAPTER-4

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Amul

Vadilal

Havmor

B.R

K.W

Naturals

D.D

Others 148

300 300 300 65 114 78 127 Q-1) 1Mention the different brands of ice cream you know about.

Data analysis
The purpose behind asking this question is to know many people are aware about Havmor ice cream. The graph shows that all the people are well aware about the Havmor brand ice cream.

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But when this question was asked most of the people recall the name Amul first and Vadilal and Havmor stands second and third.

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Q-2) You know about these brands through. Newspaper T.V Radio 132 167 9 23.24% 29.40% 1.58% Hoardings 168 29.58% Word of mouth 72 12.68% Others 20 3.52% Total 568 100.00%

Data Analysis
In the above graph we can see that hoardings are very effective media of advertisement. Most of the people come to know about ice cream brands through hoardings.

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Television and newspaper advertisement stands for second and third position respectively. Radio covers very less portion as very few people can recall the advertisement through radio.

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Q-3) Which ice cream flavor do you like most? Vanilla 38 12.67% Chocolate 61 20.33% Butter scotch 56 18.67% KesarPista 35 11.67% Kaju Draksh 28 9.33% Strawberry 28 9.33% Other 54 18.00%

Data Analysis
In above graph 20%people like Chocolate flavor ice cream while Butter scotch flavor stands for second with 19%. Other flavors such as Rajbhog, American nuts, Bonanza, etc. and other fruit flavor are at third position. 13% people like Vanila, flavor and 12% people like Kesar Pista flavor while Strawberry and Kaju draksh stands last which is 9%.

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Q-4) D you go for any other flavor of ice cream if your favorite flavor is not available? Yes 231 77.00 % No 69 23.00%

Data Analysis
This question shows loyalty to words flavor. 77% people change their preference when they dont get their favorite flavor. While remaining 23% people are loyal to their favorite flavor.

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Q-5) what is the frequency of purchasing ice cream? Daily Weekly Fortnightly Monthly 6 174 86 23 2.00% 58.00% 28.67% 7.67% Occasionally 11 3.67%

Data Analysis
Rationale of this question is know consumption rate of ice cream among the people. 58% people consume ice cream weekly which is more than a half of sample size while 29% people consume ice cream twice a month. 30 people i.e. 8% consume ice cream once a month.

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Daily ice cream consumers are very less i.e. 2%.

Q-6) You frequently purchase Ice cream from, Branded Outlet 100 Nearest Dairy Parlor 200

Data Analysis
From above pie chart we can say that 64% people frequently purchase ice cream from nearest diary parlor. 100 people i.e. 30% people of the total sample size prefer only branded outlet for the ice cream.

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Q-7) Rank the following factors you consider while purchasing ice cream,
Parameters Score Price 1075 Taste 1383 Quality 996 Color 375 Flavor 1502 Brand 969

Data Analysis
This question is to know which factors affecting the buying behavior of ice cream consumers. Most of the people give first preference to the flavor ice cream and second preference to the test of ice cream. In above graph flavor & taste dominates the price & quality of the ice cream.

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People give least important to the color of the ice cream. In above graph brand is at fifth position which shows that brand does not affect much to the buying behavior of the ice cream consumers.

Q-8) Have you ever tasted Havmor Ice cream? Yes 240 No 60

Data Analysis
In above graph 15% people have not tasted Havmor Ice cream while 240 people i.e. 85% have tasted Havmor ice cream.

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Q-9) How do you scale Havmor ice cream? Price

Very satisfied 22.05% Somewhat satisfied 33.07% Indifferent 4.33% Somewhat dissatisfied 35.04% Very dissatisfied

5.51%

Data Analysis
In above pie chart 35% of the people are somewhat dissatisfied with the price of Havmor ice cream while 33% people are some what satisfied with price of Havmor ice cream. 22% people are very satisfied with the price of Havmor ice cream.

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Only 6% people are very dissatisfied with the price of ice cream. 4% people dont consider the price when they purchase the ice cream.

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Taste
Very satisfied 68.50% Somewhat satisfied 29.92% Indifferent 1.57% Somewhat dissatisfied 0.00% Very dissatisfied 0.00%

Data Analysis
68% ice cream consumers are very satisfied with the taste of Havmor ice cream. 30% ice cream consumers are somewhat satisfied with the taste of Havmor ice cream. Only for people i.e. 2% are indifferent regarding the taste of Havmor ice cream. People who are somewhat satisfied and very dissatisfied are none. This shows that Havmor is having very good remarks regarding its taste of ice cream.

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Quantity

Very satisfied 4.33%

Somewhat satisfied 12.60%

Indifferent 5.12%

Somewhat dissatisfied 42.91%

Very dissatisfied 35.04%

Data Analysis
Regarding quantity, 43% people are somewhat dissatisfied while 35% people are very dissatisfied. Only 4% ice cream consumers are very satisfied with the quantity of Havmor ice cream while somewhat satisfied and indifferent people are 13% and 5% respectively.

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Softness

Very satisfied 71.65%

Somewhat satisfied 25.20%

Indifferent 0.00%

Somewhat dissatisfied 3.15%

Very dissatisfied 0.00%

Data Analysis
Most of the people are very satisfied with the softness of Havmor ice cream i.e. 72% of the total sample size. Somewhat satisfied and somewhat dissatisfied ice cream consumers are 25% and 3% respectively. People who are indifferent and very dissatisfied with the softness of Havmor ice cream are none.

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CHI-SQUARE TEST Price

Income in Rs. 0-5000 5000-10000 10000-15000 15000-20000 Total Very Satisfied 8 12 19 17 56 Somewhat Satisfied 12 27 31 14 84 Indifferent 1 3 1 6 1 Somewhat Very Dissatisfied Dissatisfied 31 29 19 10 89 7 5 2 0 14 Total 59 76 72 47 254

Ho: Satisfaction level of people towards price and income of a person are independent. H1: Satisfaction level of people towards price is dependent on income of person. Row Total 59 59 59 59 59 76 76 76 76 76 72 72 72 72 72 47 47 47 47 47 Column Total 56 84 11 89 14 56 84 11 89 14 56 84 11 89 14 56 84 11 89 14 Observed frequency (fo) 8 12 1 31 7 12 27 3 29 5 19 31 1 19 2 17 14 6 10 0 Expected frequency (fe) 13.01 19.51 2.56 20.67 3.25 16.76 25.13 3.29 26.63 4.19 15.87 23.81 3.12 25.23 3.97 10.36 15.54 2.07 16.47 2.59 (fo-fe)2 fe Chi square 1.93 2.89 0.95 5.16 4.32 1.35 0.14 0.03 0.21 0.16 0.62 2.17 1.44 1.54 0.98 4.21 0.15 7.72 2.54 2.59 39.20

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Price
Degree of freedom: 3*4=12 Significance level: 0.05 Critical value: 21.026

Critical value of chi-square is 21.026, so reject. Ho, because 39.20>21.026 so that satisfaction level of people towards price is dependent on income of a person.

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Taste
Income in Rs. 0-5000 5000-10000 10000-15000 15000-20000 Total Very Satisfied 49 47 57 21 174 Somewhat Satisfied 10 28 15 23 76 Indifferent 0 1 0 3 4 Somewhat Very Dissatisfied Dissatisfied 0 0 0 0 0 0 0 0 0 0 Total 59 76 72 47 254

Ho: Satisfaction level of people towards price and income of a person are independent. H1: Satisfaction level of people towards price is dependent on income of person. Row Total 59 59 59 59 59 76 76 76 76 76 72 72 72 72 72 47 47 47 47 47 Column Total 174 76 4 0 0 174 76 4 0 0 174 76 4 0 0 174 76 4 0 0 Observed frequency (fo) 49 10 0 0 0 47 28 1 0 0 57 15 0 0 0 21 23 3 0 0 Expected frequency (fe) 40.42 17.65 0.93 0.00 0.00 52.06 22.74 1.20 0.00 0.00 49.32 21.54 1.13 0.00 0.00 32.20 14.06 0.74 0.00 0.00 (fo-fe)2 fe Chi square 1.82 3.32 0.93 0.00 0.00 0.49 1.22 0.03 0.00 0.00 1.19 1.99 1.13 0.00 0.00 3.89 5.68 6.90 0.00 0.00 28.60

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Taste
Degree of freedom: 3*4=12 Significance level: 0.05 Critical value: 21.026

Critical value of chi-square is 21.026, so reject. Ho, because 28.60>21.026 so that satisfaction level of people towards taste is dependent on income of a person.

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Quantity
Income in Rs. 0-5000 5000-10000 10000-15000 15000-20000 Total Very Satisfied 2 3 4 2 11 Somewhat Satisfied 4 7 9 12 32 Indifferent 3 5 5 0 13 Somewhat Very Dissatisfied Dissatisfied 33 17 45 16 25 29 6 27 109 89 Total 59 76 72 47 254

Ho: Satisfaction level of people towards price and income of a person are independent. H1: Satisfaction level of people towards price is dependent on income of person. Row Total 59 59 59 59 59 76 76 76 76 76 72 72 72 72 72 47 47 47 47 47 Column Total 11 32 13 109 89 11 32 13 109 89 11 32 13 109 89 11 32 13 109 89 Observed frequency (fo) 2 4 3 33 17 3 7 5 45 16 4 9 5 25 29 2 12 0 6 27 Expected frequency (fe) 2.56 7.43 3.02 25.32 20.67 3.29 9.57 3.89 32.61 26.63 3.12 9.07 3.69 30.90 25.23 2.04 5.92 2.41 20.17 16.47 (fo-fe)2 fe Chi square 0.12 1.59 0.00 2.33 0.65 0.03 0.69 0.32 4.70 4.24 0.25 0.00 0.47 1.13 0.56 0.00 6.24 2.41 9.95 6.73 42.42

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Quantity
Degree of freedom: 3*4=12 Significance level: 0.05 Critical value: 21.026

Critical value of chi-square is 21.026, so reject. Ho, because 42.42>21.026 so that satisfaction level of people towards quantity is dependent on income of a person.

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Q-10) rank the following brands of ice cream from 1 to 5 on the basis of the below mentioned parameters. Taste
Amul 1036 Vadilal 1022 Havmor 1075 Dairy den 679 Naturals 688

Data Analysis
People gave more weight to the taste of Havmor ice cream compare to other brands. There is not much difference between Amul, Havmor & Vadilal regarding the taste of its ice cream. People gave less weightage to the Dairy den and Naturals ice cream.

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Quantity

Amul 1026

Vadilal 1024

Havmor 1081

Dairy den 717

Naturals 652

Data Analysis
Again all three brands are not having much difference regarding its quantity of ice cream. Here also people gave more weightage to the Havmor for its quantity of ice cream compare to Amul and Vadilal.

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Dairy den and Naturals stands last for the quantity of its ice cream.

Availability
Amul 1456 Vadilal 1073 Havmor 983 Dairy den 552 Naturals 436

Data Analysis
Hare in above graph Amuls score is 1456 which is more than the Vadilal and Havmor. Again Diary den and Natirals remains last for the availability of ice cream. People gave less weightage to the Havmor ice cream for its availability compare to Amul and Vadilal.

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Q-11) Have you visited any Havmor hav funn outlet recently?
Yes No 130 170

Data Analysis
In above pie chart it is shown that 130 ice cream consumer i.e. 44% have visited Havmor hav funn outlets. Remaining 56% of the people have not visited Havmor outlet recently.

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Chapter -5

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5.1 FINDINGS
NO. QUESTION Mention the different brands of ice 1.
cream you know about.

FINDINGS
All 300 respondents are aware about these brands. From the aware brand names, Amul, Vadilal, and Havmor are always first three names. When this question was asked most of the people recall the name Amul first and Vadilal and Havmor stands second and third.

2.

You know about these brands through,

This question was asked to know effectiveness of different Medias. Most of the people come to know about different brands through hoarding and TV ads, while newspaper ad gets 26% respondents. Radio and Mouth of words publicity are less for the said brands.

3.

Which ice cream flavor do you like most?

Chocolate is favorite flavor among the people while at second position they like Butter scotch ice cream. Common flavors like Vanilla and Kaju draksh are also favorite among the people.

4.

Do you go for any other flavor of ice cream if your favorite flavor is not available?

Most of the people are not loyal to their favorite brand. Only 23% people dont change their flavor.

5.

What is the frequency of purchasing ice cream?

Most of the people consume ice cream weekly while Daily ice cream consumers are very less.

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6.

You frequently purchase Ice cream from,

64% people consume ice cream from the nearest dairy parlor. People who consume ice cream from the branded outlet are less compare to those who consume ice cream from local dairy parlor.

7.

Rank the following factors you consider while consider while purchasing ice cream.

People consider flavor while they go for ice cream.

first

Taste and price of ice cream stands second and third. Most of the people consider Brand of ice cream at fourth position.

8.

Have you ever tasted Havmor ice cream?

254 respondents have tasted Havmor ice cream. While 46 respondents replied negatively.

9.

How do you scale Havmor ice cream?

People who are somewhat dissatisfied and somewhat satisfied towards the price of Havmor ice cream are not having much difference.

People who are very dissatisfied people are 6% and very satisfied toward price are 22%. Most of the people are very satisfied with the taste of Havmor ice cream while dissatisfied people are none. People are satisfied with the availability of Havmor ice cream. Many people are dissatisfied with quality of Havmor ice cream. People who are satisfied with softness of Havmor ice cream are more.

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10.

Rank the following brands of Ice creams from 1 to 5 on the basis of the below mentioned parameters.

People are more satisfied with the taste of Havmor ice cream than Amul and Vadilal. But there is not much difference among all three brands. In quantity also Havmor precedes the Amul and Vadilal brand of ice cream. Amul ice cream is available everywhere. People are less satisfied with the availability of Havmor ice cream compare to Amul and Vadilal ice cream.

11.

Have you visited any Havmor hav funn outlet recently?

People who have visited Havmor hav funn outlets are less than the people who have not visited outlets recently.

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Other findings
Ice Creams are primarily impulse purchase product and they are not yet accepted as snack food or part of daily or frequent consumption habit. It remains once in a while indulgence. Retail displays, fun/excitement positioning etc. plays a crucial role in purchase decision. For impulse purchase budget, Ice Creams competes with other impulse products such as soft drinks, chocolates, confectionery etc. therefore, higher share of voice of soft drinks has an adverse effect on the Ice Creams demand.

While most consumers have liking for one or two flavors, they frequently try out new flavors. Ice Creams are extremely likable product by all age groups. Most consumers claimed to have consumed ice cream however actually do not consume, mainly due to price barrier. There is a strong resistance among Indian parents about ice cream consumption by children, and a misconception that it can cause cold or other illness. This is largely due to the fact that most ice creams manufactured by local/unorganized sector are of poor quality. All age group consume the ice cream. However, people below 25 years age group account for more of the consumption. In relative terms, consumption is lower among older people in India. Ice Creams are generally consumed in the evening, after dinner in India. The consumption during daytime is extremely low.

There is a significant seasonality in ice cream consumption in India. Consumption goes down significantly in winter.

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5.2 Recommendations
Ice Creams with different varieties like low fat ice creams for weight conscious consumers, Sugar free ice creams for Diabetic consumers and so on.

Ice Cream packaging, shapes of ice creams can be made attractive to pull the consumers. Many people are also dissatisfied with the quantity of ice cream. To this company should provide more quantity of ice cream at same price. Company should also focus on Radio ad as very few people know about ice cream brands through Radio ad

Company should also come out with the more attractive hoardings for the promotion of ice cream.

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Chapter 6

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BIBLIOGRAPHY
To prepare this project, I have used following books and materials.

BOOKS
Marketing research, 7th Edition by Devid J. Luck and Ronald S. Rubin

Marketing management, 13th edition. By Philip kotler, Kevin Keller, Abraham koshi, Mithileshwar Jha. Business research methodology, 6th Edition, by Donald R. cooper & Panela S. Schindler. Statistics for management, 7th Edition, by Rechard I. Levin & David S. Rubin.

WEB SITE
www.havmor.com www.icecreampark.com www.baapho.com www.mouthshut.com

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Chapter 7

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Questionnaire
Respected sir/madam, I am a student of T.Y.B.B.A programme. As a partial fulfillment of my academic requirement, I required to do a summer project. As a part of my project I am doing a survey. In this regard I am expecting your support by answering the below questions. The information provided by you will not be disclosed to anyone and the intention of this research is Bona fides.

[1] Mention the different brands of ice cream you know about. 1. 2. 3. 4.

[2] You know about these brands through, News paper ad Word of mouth Television Hoardings Radio Others

[3] Which Ice cream flavor do you like most? Vanilla Chocolate Other [4] Do you for any other flavor of ice cream if your favorite flavor is not available? Yes No Butterscotch Kaju Draksh Kesar Pista strabewrry

[5] What is the frequency of purchasing ice cream? Daily Monthly Weekly Occasionally Fortnightly

[6] You frequently purchase Ice Cream from Branded outlet local/nearest dairy parlor

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[7] Rank the following factors you consider while purchasing ice cream. (Give rank 1 which you consider first) Price Quantity Color Quality flavor Taste

[8] Have you ever tasted Havmor ice cream?

Yes No

[9] How do you scale Havmor Ice cream? Parameters Price Taste Quantity Availability Softness [10] Rank of the following brands of Ice creams from 1 to 5 on the basis of the below mentioned parameters. (Give rank 1 which you like most) Brands Attributes Very Satisfied Somewhat Satisfied Indifferent Somewhat dissatisfied Very dissatisfied

Amul

Vadilal

Havmor

Dairy Den

Naturals

Taste Quantity Availability

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[11] Have you visited any Havmor hay funn outlet recently? Yes No

[12] What other changes you required in the Havmor ice cream?

PERSONAL DETAILS:-

Name:Area:Age:Gender:- Male Contact No:Monthly Income:years Female

0-5000 5000-15000 15000-25000 Above 25000