Submitted in the partial fulfillment for the award of

Bachelor of Business Administration (BBA)

(2007-2010)

SUBMITTED BY:

Kumar Sourabh
BBA - Final
Regd. No. : 2007.GIM/A.90

GURU NANAK INSTITUTE OF MANAGEMENT & IT

ROAD NO-73, PUNJABI BAGH,
NEW DELHI- 110026
(Approved By: Guru Nanak Dev University)

GURU NANAK INSTITUTE OF MANAGEMENT & IT

CERTIFICATE

This is to certify that CUSTOMER SATISFACTION WITH

KWALITY WALLS carried out by KUMAR SOURABH as a part of
the requirements of Bachelor of Business Administration (BBA)
Programme. This study is being submitted for approval to the Guru
Nanak Institute of Management & IT.
I declare that the content of the above mentioned project are original and
no part of this project has been submitted for the award of any degree or
BBA programme.

KUMAR SOURABH

GUIDE CERTIFICATE
GURU NANAK INSTITUTE OF MANAGEMENT & IT

This is to certify that the project titled CUSTOMER SATISFACTION WITH

KWALITY WALLS ICE CREAM is an original work of Mr. Kumar Sourabh
Enrollment student of Guru Nanak Institute of Management & IT, New Delhi
submitted in partial fulfillment of the requirements for the award of Bachelor of
Business Administration (BBA). (2007-2010) under the guidance of the committee.

.
Signature of committee members

Signature of HOD

Ms. Riti Passi

Ms. Maninder Kaur

Ms. Manpreet Kaur

Director
Prof. J. S. Gujral

ACKNOWLEDGEMENT
GURU NANAK INSTITUTE OF MANAGEMENT & IT

It is indeed of great moment to pleasure to express my senses of per found gratitude &
indebt ness to all the people who have been instrumental in making my project a rich
experience. I got the opportunity to do a challenging project with kwality walls. The
project is the important part of our study and gives us a real practical exposure to the
corporate world and it is almost impossible to do the same without the guidance of
peoples in and around us.
I am thankful to my project guide Ms. Manpreet Kaur & Ms Riti Passi for her
guidance during my project. I am also thankful to my College Director Prof. J.S.
Gujral for giving me chance to get such an experience and giving me chance to get an
industrial experience.
I would like to take this opportunity to extend my heartfelt gratitude to the
managing member of Kwality Walls. The entire experience has been very encouraging
and will certainly help me stand in good stead throughout my Career in Future.

Kumar Sourabh
BBA - Final

CONTENTS
Topics

Page No.
GURU NANAK INSTITUTE OF MANAGEMENT & IT

INTRODUCTION TO INDUSTRY
Executive Summary
Importance of customer satisfaction
History of ice cream
Ice Cream Industry profile
Segmentation and Growth
Myths Regarding Ice creams

6
7
8
9
10
11

INTRODUCTION TO ORGANISATION
Introduction to HUL
Introduction to Kwality Walls
Consumption Process
Consumer Preferences
4 ps of Kwality Walls
Swot Analysis
Competitors profile

14
15
16
18
19
29
31

RESEARCH AND METHODOLOGY

Analysis of the study
Findings
Suggestions
Future of Ice Cream Market
Limitation of Study
Bibliography
Annexure

33
53
54
55
56
57
58

EXECUTIVE SUMMARY

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Kwality Walls was launched in 1995 as Hindustan Unilever Ltd s. master brand for
ice creams. With in-depth knowledge of the Indian market and Unilevers state-ofthe-art technology, Kwality Walls has been delivering superior quality products
under its international brands. Hindustan Unilever started by merging 6 existing ice
cream brands in the country and then launched Kwality Walls range of ice creams
and frozen desserts.
The Global Scoop

Unilever is the world's biggest ice cream manufacturer, with an annual

turnover of 5 billion

Heart brand products are sold in more than 40 countries. The Heart brand
operates under different names in different markets (Wall's in the UK and
most parts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil,
and Ola in the Netherlands)

IMPORTANCE OF CONSUMER SATISFACTION

GURU NANAK INSTITUTE OF MANAGEMENT & IT

The needs to satisfy customer for success in any commercial enterprise is very
obvious. The income of all commercial enterprise is derived from the payments
received for the products and services supplied to its customers. If there is no
customer there is no income and there is no business. Then the core activity of any
company is to attract and retain customers. It is therefore no surprise that Peter
Drucker the renowned management Guru, has said, To satisfy The customers are the
mission and purpose of every business.
Satisfaction of customer is essential for retention of customers and for continuous
sales of the products and services of the company to customers. This establishes the
needs for and the importance of customer satisfaction. The satisfaction of consumers
is different from one to another. Became, each consumer has the different behaviour
in their life. So, the marketer satisfies the consumer, he must very well know the
behavior of consumer.

HISTORY OF ICE-CREAMS

GURU NANAK INSTITUTE OF MANAGEMENT & IT

Ice cream's origins are known to reach back as far as the second century B.C.,
although no specific date of origin nor inventor has been indisputably credited with
its discovery. We know that Alexander the Great enjoyed snow and ice flavored with
honey and nectar. Biblical references also show that King Solomon was fond of iced
drinks during harvesting. During the Roman Empire, Nero Claudius Caesar (A.D.
54-86) frequently sent runners into the mountains for snow, which was then flavored
with fruits and juices. Over a thousand years later, Marco Polo returned to Italy from
the Far East with a recipe that closely resembled what is now called sherbet.
Historians estimate that this recipe evolved into ice cream sometime in the 16 th
century. England seems to have discovered ice cream at the same time, or perhaps
even earlier than the Italians. "Cream Ice," as it was called, appeared regularly at the
table of Charles I during the 17th century. France was introduced to similar frozen
desserts in 1553 by the Italian Catherine de Medici when she became the wife of
Henry II of France. It wasn't until 1660 that ice cream was made available to the
general public. The Sicilian Procopio introduced a recipe blending milk, cream,
butter and eggs at Caf Procope, the first caf in Paris.

ICE CREAM INDUSTRY PROFILE

Ice-cream
The Indian ice cream market was earlier reserved for the small-scale sector. It was
opened to large-scale manufacture only in 1997. Since then the market has been
witnessing fierce battles and huge investments on the part of major players in cold
GURU NANAK INSTITUTE OF MANAGEMENT & IT

chains and infrastructure. The overall industry has been growing at a sluggish rate of
3-4 %. But the organized sector has been growing in the region of 15 % over the last
five years.

Introduction
The ice cream market growth picked up after de-reservation of the sector in 1997.
Of the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector
valued at Rs 4.9bn, rest all is with the unorganized sector. Among the major players
in this industry Hindustan Unilever has a market share of around 50%, represented
mainly by Kwality Walls brand. Amul with an estimated market share of 35% is
rapidly gaining market share, Vanilla is the player in the national market with 8-9%
of the market share. And lastly Dins haws having market share of 3 4%.

Production area
In rural areas, kulfis / ice creams made by small / cottage industry are popular. The
market for organized sector is restricted to large metropolitan cities. In small towns
and villages, there are thousands of small players who produce ice- creams / kulfis in
their home backyard and cater to the local market. Almost 40% of the ice creams
sold in the country are consumed in the western region with Mumbai being the main
market, followed by 30% in the north and 20% in the south.

Growth promotional activities

The Indian government adopted the policy of liberalization regarding the ice cream
industry also and it is since then that this sector has shown an annual growth ranging
from

15-

20%

per

annum

for

last

1-

GURU NANAK INSTITUTE OF MANAGEMENT & IT

year.

Segmentation of Ice cream Market

Indian Ice Cream market can be segmented in three different ways, namely on the
basis of flavors; on the basis of stock keeping units / packaging and on the basis of
consumer segments. On the basis of flavors the market today has a number of flavors
like vanilla, strawberry, chocolate, mango, butterscotch a 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
together account for more than 70% of the market followed by butterscotch and other
fruit flavors.

Indian Ice Cream Industry Growth

Year
1997-98
1998-99
1999-2000
2000-2001
2001-2003
2003-2004

Crore
500
575
661.25
760.43
874.49
1005.66

Indian Ice-cream industry growth

1200

Rs. Crore

1000
800
crore

600
400
200
0

GURU NANAK INSTITUTE OF MANAGEMENT & IT

1997-98 1998-99

1999- 10 20002000
2001
year

20012003

20032004

MYTHS REGARDING ICE-CREAMS

Some of us believe that ice cream is a fattening given the products soft and creamy
texture. However, fat is only about 5% by volume

of Kwality Walls Ice Cream.

The role of fat is to give body to the ice cream and to give it a good texture and taste.
Kwality Walls gives children lower calories than some of their other favourite
snacks.
FOOD PRODUCTS
Kwality Walls Vanilla Cup (80 ml)
Soft Drinks (300 ml)
Chocolate (40 gm bar)
Potato Chips (28 gms)
Rasmalai (50 gms 2 pieces)
Gulab Jamuns (75 gms 2 pieces

CALORIES
72 Kcal
191 Kcal
219 Kcal
136 Kcal
130 Kcal
198 Kcal

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11

Ice Cream Cause Cold and Cough?

Most of us assume that ice creams lead to sore throats, cold and phlegm. This is a
myth, and most prevalent in the Indian Sub continent where ice creams were
manufactured by small scale industries, which lacked suitable manufacturing and
distribution infrastructure.
Common cold is caused by viral infection, which has nothing to do with temperature
(as most doctors will also tell us). Science has shown that only ice creams made of
non-pasteurized milk and cream, in unhygienic conditions and sold unwrapped can
cause such problems. This is true for only cheap, branded / unbranded ice creams
often sold outside schools.
Kwality Walls are trying to change this myth by educating consumers and sparing
no efforts to strive to ensure that superior quality products reach consumers.

Ice Cream Industry completely safe from Recession

Even as various industries are wilting under the heat of recession, the ice cream
industry is firming up for higher growth this summer. Major ice cream
manufacturers such as Amul, Kwality walls, Mother Dairy who have a
presence nation wide, expects The Indian ice cream industry is estimated to be
worth nearly Rs2,000 crore. Organised players account for around 45% of this
share, which comes to Rs900 crore," as reported by Mr. RS Sodhi, CGM,
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Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF). GCMMF

owns the Amul brand.
"Amul has 25% share in the national ice cream market. It is the market leader
in Gujarat where its market share is 35%."
Vadilal Industries Ltd claims that the ice cream industry will beat all
recessionary trends and register at least 25% growth in this season.

INTRODUCTION TO HINDUSTAN UNILEVER LIMITED

Hindustan Unilever Limited (HUL), formerly Hindustan Lever Limited (it was
renamed in late June 2007 as HUL), is India's largest Fast Moving Consumer Goods
company, touching the lives of two out of three Indians with over 20 distinct
categories in Home & Personal Care Products and Foods & Beverages. These
products endow the company with a scale of combined volumes of about 4 million
tones and sales of nearly Rs. 13718 crores.
HUL is also one of the country's largest exporters; it has been recognized as a Golden
Super Star Trading House by the Government of India.
The mission that inspires HUL's over 15,000 employees, including over 1,300
managers, is to "add vitality to life." HUL meets everyday needs for nutrition,
hygiene, and personal care with brands that help people feel good, look good and get
more out of life. It is a mission HUL shares with its parent company, Unilever, which
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13

holds 52.10% of the equity. The rest of the shareholding is distributed among
360,675 individual shareholders and financial institutions.
HUL's brands like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk,

Clinic,

Pepsodent,

Closeup,

Lakme,

Brooke

Bond,

Kissan,

Knorr.Annapurna, Kwality Wall's are household names across the country and span
many categories soaps, detergents, personal products, tea, coffee, branded staples,
ice cream and culinary products. These products are manufactured over 40 factories
across India. The operations involve over 2,000 suppliers and associates. HUL's
distribution network comprises about 4,000 redistribution stockists, covering 6.3
million retail outlets reaching the entire urban population, and about 250 million
rural consumers.

KWALITY WALLS
HUL introduced Kwality Wall's Softy Ice Cream range in the year 2000. Kwality
Wall's is the leading ice cream brand in India. The objective was to target all
consumer segments covering all social and economic groups and to provide them
with a superior quality, hygienic, soft and creamy ice cream that is easily accessible
at a very affordable price of just Rs 5. HUL was looking for an organization that
could understand its specific needs and provide top quality sugar cone manufacturing
equipment for its various centre across India.
With a design process that has evolved over time to ensure maximum performance
and efficiency along with a presence in the major cities across India, R&D was
everything HLL asked for. HUL provided them with top class machines to
manufacture high quality cones for their Softy ice-cream and helped HUL gain cost

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14

efficiency

and

higher

profitability.

THE THREE STAGES IN CONSUMPTION PROCESS OF

ICE- CREAM
Pre-purchase:- Brand image, Health issues, suitability
Brand image of the ice cream - The consumer considers the kind of image the brand
that he is going to purchase depicts. It has to suit certain status symbol, quality and
any other personal brand requirements that the consumer may have. It is important
that the brand maintains good will, satisfactory to the consumer
Health Issue to ice creams relating-The modern consumer is highly health conscious
and is becoming aware of the rising health issues and its impacts. It is important that
the brand satisfies this need of the consumers and ensures health related gains rather
than loss. About which we will be discussing further in this report.
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15

Suitability The product should suit the taste, flavor and ingredients that are in line
with the consumer needs and wants.

Purchase:-Price, Environment, Service

Price of ice cream -Price should be affordable and the product should provide
moneys worth in terms of quality, quantity and consumer satisfaction. as kids also
form a main segment of our section a proper care should be given as far as pricing is
concerned.
Environment-The environment should be such that the consumer wants to stay there
and spent some time.
Service- The service should be fast so that the customer waiting time should be less
and leads to their satisfaction and results in formation of good brand image.

Post-purchase:- Quality, Satisfaction, Store experience

Quality of ice cream the quality of the ice cream delivered certainly plays a vital
role in determining whether the customer will re purchase the brand or not. The
quality and taste of ice cre7am determines the satisfaction level of the customer and
hence plays a vital role in determining his approach towards the product.
Satisfaction from ice cream- well satisfaction is a holistic picture the total experience
of the customer with the brand considering various factors as mentioned above and
then finally arriving at a conclusion saying whether he is satisfied or not from the
product.

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CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to
purchase, from where to purchase, and how much to purchase. In order to become a
successful marketer, he must know the liking or disliking of the customers. He must
also know the time and the quantity of goods and services, a consumer may
purchase, so that he may store the goods or provide the services according to the
likings of the consumers. Gone are the days when the concept of market was let the
buyers beware or when the market was mainly the sellers market. Now the whole
concept of consumers sovereignty prevails. The manufacturers produce and the
sellers sell whatever the consumer likes. In this sense, consumer is the supreme in
the market.
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As consumers, we play a very vital role in the health of the economy local, national
or international. The decision we make concerning our consumption behavior affect
the demand for the basic raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of resources and
success of some industries and failures of others. Thus marketer must understand
this.
Preference (or "taste") is a concept, used in the social sciences, particularly
economics. It assumes a real or imagined "choice" between alternatives and the
possibility of rank ordering of these alternatives, based on happiness, satisfaction,
gratification, enjoyment, utility they provide. More generally, it can be seen as a
source of motivation. In cognitive sciences, individual preferences enable choice of
objectives/goals.
The study of the consumer preference not only focuses on how and why consumers
make buying decision, but also focuses on how and why consumers make choice of
the goods they buy and their evaluation of these goods after use. So for success of
any company or product promotion it is very necessary to depart its concentration
towards consumer preference.

4 PS OF KWALITY WALLS
PRODUCTS
Product is the first of the four Ps of the marketing , Though each of the four p has
its unique position in the marketing mix of the firm , product has a very special
position as it constitutes substantive elements in any marketing offer . The other
elements of marketing price and promotion are normally employed to make product
offering unique and distinct. Product is the number one weapon in the marketing.
Kwality walls have wide range of products from scoop to family packs.

CORNETTO
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18

Cornetto comes with rich creamy top through the crispy wafer cones.It is the most
popular brand of kwality walls and specially target for young at heart. Cornetto
comes in 4 mouthwatering flavours:

SNACKERS

FLIRTY STRAWBERRY

BUTTER SCOTCH

CHOCO FUDGE

FEAST
Feast is one of the most powerful brand of kwality walls and targeted for
youngsters. The outside of feast is choclate covering with raisins, nuts and
almonds. Feast comes in exciting flavours of
CHOCOBAR
CHOCOLATE
ALMOND FUDGE
FRUIT N NUT

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PADDLE POP
Paddle pop is made to give refreshing sensation that its customers i.e. Children may
never forget. It comes in magical flavor of:

BLACK GRAPE JELLY

CANDY CAKE XPLOSION

CHOCO BERRY NOVA

CHOCO VANILLA

MOO
Moo is targeted for those extra caring mom bacause hul claims that moo has equal
calcium of one glass of milk. It comes in two forms:

MULTI SANDWICH PACK

STICK

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SELECTION
Selection is a premium range of ice cream for those who love enjoying with family.
Selection comes with crispy nuts, almonds, choclate chips mixed in it. It comes in
awesome flavour of:

FRUIT N NUT

MOCHA BROWNIE FUDGE

TIRSMISU

NOCHLDA

CARAMEL CRUNCH

COOKIES N CREAM

Cups

50 ML.

Strawberry
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Fondue
Vanilla
Big Cups

80 ML.

Kesar pista
Choco chips
Kaju Kismis
Butter Scotch
Mango
Pista
Strawberry
Vanilla

Bars
Ice Lollies

50 ML.

Heart Beat
Triple Treat
Champ Chocobar
Chocobar
Kulfi

100ML
100 ML
100 ML.
100 ML.
100 ML.

Take Home Packs

Family Tubs
Almond
Pista
Alphanso

500 ML.

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Fruit Overload
Choco Chips
Butter Scotch
Party Packs

1000 ML

Vanilla
Strawberry
Pista
Chocolate chips

PROMOTION
Promotion is the major components of the companies total marketing mix .It is the
most substantial component. It intent is to inform persuade and influence
people. It is a basic ingredient in non price competition and it is essential
element in marketing. Promotion decisions must be integrated and coordinate with rest of the marketing mix to frame strategies.

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As Ice-cream is an FMCG product creating and retaining awareness has

much importance. So Kwality walls carries promotions such as

Special price offers during Ganesh Festivals in Mumbai.

Distribution of coupons in college on friendship day

Special offers on Valentine day which gives redeemable coupon to attract

youth.

Deepawali Dhamaka offers given to new retailers.

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UNLIMITED OFFER BY WALLS ON INDEPENDENCE DAY

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PRICE
The price is the exchange value of the product, it is value expressed in terms of
monetary medium of exchange. It is a link that binds the customer and the company.
It helps to establish mutually advantageous economic relationships and facilitates the
transfer of ownership of goods and services from the company to buyers, Price
serves to bring supply of goods and services produced in equilibrium with the
quantity demanded.
The pricing of the kwality walls products are higher as compared with their
competitors, Due to this kwality walls products gets differentiated and placed in the
executive class of the society.
The company claims though its price is high because of its quality products, and
using the skimmed Milk fats more as compared to others.
The price of almost all the products of kwality walls are near about 10% higher
than Amul, 30-35 % than local companies .
The is constantly keeping the eyes on the local as well as national players and do in
its next business strategy the company thinking to reduce price of all the products

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PLACE
There are over 300 Kwality Parlours in India, which capture consumers with their
delightful range of ice cream flavors and sundaes. These Parlours attempt to capture
on the move and out and about consumer trends and hence are either exclusive
Parlours in colonies/ residential markets or kiosks at multiplexes, mass malls, etc.

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SWIRLS

It was launched in India in 2004, and currently has 51 Swirls Parlours.The

core concept of Swirls is Create your Own ice cream. Swirls Parlours attempt to
capture the on the move consumer trends and are located at high footfall areas
such as malls and shopping centers and are classified under the impulse range of
products.

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SWOT ANALYSIS
STRENGTH:The Indian ice cream market was till recently reserved for the smallscale sector. It was opened to large-scale manufacture only in 1997. Since then the
market has been witnessing fierce battles and huge investments on the part of major
players in cold chains and infrastructure. The overall industry has been growing at a
sluggish rate of 3-4 %. But the organized sector has been growing in the region of 15
% over the last five years.
This Rs 750-crore market is in today. Not a single multinational brand has been able
to make its presence felt in ice-creams in India as the market continues to be ruled by
Indian brands such as Amul, Kwality Walls, Mother Dairy, Vadilal and several
regional ones such as Dinshaw in the West and Arun in the south and Sudha in the
eastern India.
Ice-cream consumption is increasing but very slowly, like any other
change in habit. "But the most enduring change that we have noticed is increasing
out-of-home consumption, which is related to socio-economic changes, especially in
urban markets.

WEAKNESS:The domestic ice-cream market is small in relation to those of other countries

in terms of per capita consumption. India's per capita consumption is about 250 ml
against Pakistan's 300 ml, 600 ml in Sri Lanka, and 1.2 liters in China and 22 liters in
the US.
According to industry sources, the industry is not registering up to mark
growth. "As Indians on an average eat ice-cream only five to six times a year, India's
potential is phenomenal, there is not enough advertising in the country. That is why
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almost half the market is dominated by the unorganized sector. You can see the case
of the soft drinks market in India and its growth in the past few years, especially after
the entrance of Coca-Cola and Pepsi, of which he says "... their powerful ads did the
magic". According to him, "No ice-cream company is fully in play yet."

OPPORTUNITIES:The Indian rural market has great potential. All the major market leaders
consider the segments and real markets for their products. A senior official in a one
of the leading company says foray into rural India already started and there has been
realization that the rural market is both price and quantity conscious.
Due to multinationals are entering into market job opportunities are
increasing day by day. Also Indian ice-cream majors are tie up with other
multinationals such as Vadilal, Dinshaws growth strategy to have a tie up with
Bapuna Industries ltd. to export in Arabian countries.

THREATS:With intense competition by so many local players making headache to the

current marketers.

In addition to this though multinational brands are not yet

established but still they will soon hit the market. Almost 60 to 70% of the revenue is
spend on the maintenance and transport. As the distance form plant is very high.

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COMPETITORS PROFILE
Major Ice cream players in India and there market share are:Players
Kwality Walls
Amul
Vadilal
Others

Market share
50%
35%
9%
6%

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RESEARCH AND
DESIGN
METHODOLOGY

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RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on
information collected from primary sources. After the detailed study, an attempt has
been made to present comprehensive analysis of consumption of Kwality walls
consumed by the people. The data had been used to cover various aspects like
consumption, consumers preference and customers satisfaction regarding Cadbury
and Nestle chocolates. In collecting requisite data and information regarding the
topic selected, I went to the residents of Ludhiana and collected the data.

Survey design:
The study is a cross sectional study because the data were collected at a single point
of time. For the purpose of present study a related sample of population was selected
on the basis of convenience.

Sample Size and Design:

A sample of 100 people was taken from five corners of Delhi.
North Delhi
South Delhi
West Delhi
East Delh

Research Instrument:
This work is carried out through self-administered questionnaires. The questions
included were open ended, dichotomous and offered multiple choices.

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Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source: The primary data comprises information survey of
Comparative study of consumer behavior towards Kwality Walls. The data
has been collected directly from respondents with the help of structured
questionnaires.
Secondary Source: The secondary data was collected from internet, and
various books.

Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical
techniques. The technique that I have used is bar and pie techniques..

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ANALYSIS OF THE STUDY

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CONSUMPTION FOR ICE CREAMS

Liking for the Ice Creams

Yes

No

Number of Respondents

95

No. of customers
From the above analysis of the given sample of 100 respondents it is concluded that
out of 100 people 95 people enjoy eating ice creams while only 5 people dont prefer
to eat ice cream.

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DIFFERENT AGE GROUPS

AGE GROUPS

Below 18

18-25

25-35

35-50

Above 50

NUMBER OF

45

35

RESPONDENTS

According to the above analysis it is concluded that I have surveyed 100 respondents
out of which 6,45,4,35,5 belongs to age group 0-18, 18-25, 25-35, 35-50, Above 50
respectively.

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PREFERENCE ACCORDING TO AGE GROUPS

0-18
No. of respondents

AGE GROUPS
18-25
25-35
35

24

35-50
5

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Above
50
24

RESPONDENTS PROFILE
PROFESSION
STUDENT
SERVICE
BUSINESS
HOUSEWIVE

NUMBER OF RESPONDENTS
42
30
15
8

RESPONDANTS INCOME

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INCOME
Below 5000
5000-8000
8000-11000
11000-14000
Above 14000

NUMBER OF RESPONDANTS
0
6
8
8
72

NORMAL ICE CREAM BUYING PATTERN

Buying Pattern
No. of Respondents

Daily
59

Once A week
20

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Twice a week
16

PURCHASE OF ICE-CREAM

POPULAR BRANDS

BRAND PREFRENCE
NUMBER OF RESPONDANTS

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KWALITY WALLS

30

MOTHER DAIRY

45

AMUL

15

CREAM BELL

OTHERS

FAVOURITE FLAVOURS AMONGST CUSTOMERS

FLAVOUR PREFRENCE
FLAVOURS

NUMBER OF RESPONDANTS
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Vanilla

20

Strawberry

15

Butterscotch

30

Kesarpista

10

Choclate

20

MOST LIKEABLE FORM OF ICE CREAMS

FAVOURITE FORMS
FORM

NUMBER OF RESPONDANTS

Cone

45

Cup

20
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Stick

20

Take away

10

INFLUENCING FACTORS DURING

PURCHASE
OVERALL INFLUENCE

FACTORS
RESPONDENTS
TASTE
42
AVAILIABILITY
36
PACKAGING GURU NANAK INSTITUTE
4
OF MANAGEMENT & IT
PRICE
9
44
BRAND
4

PREFRENCE FOR KWALITY WALLS

LIKING FOR THE KWALITY WALLS

YES

NUMBER OF RESPONDENTS

55

NO
40

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REASON FOR CHOICE

FACTORS
TASTE
AVAILIABILITY
COST
QUALITY

No of response
54
24
10
50

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LIKEABALITY FOR DIFFERENT BRANDS OF KWALITY

WALLS

BRAND
Cornetto
Moo
Feast
Italian Gelato
Others

BRAND PREFRENCE
NUMBER OF RESPONSE
69
64
61
49
0
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CUSTOMERS WHO HAVE EXPERIENCED SERVICES OF

KWALITY-WALLS PARLOUR

People experienced

Yes

No

87

kwality walls parlour

Number of Respondents

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CUSTOMERS RESPONSE TOWARDS KWALITY WALLS

PARLOUR
Very bad
Taste

Bad

Average

1
5
4
4
4

variety
Cost
Ambience

3
4

Good

Very Good

4
3
4

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Hospitality

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FAVOURITE TIME FOR ENJOYING ICE-CREAM

TIME

NO. OF RESPONDENTS

After Dinner

65

During Day

23

Anytime

12

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FINDINGS OF THE STUDY

1. Customers of all age group enjoy Ice-creams.
2. Although in India Market share of Kwality Walls is higher but in Delhi it is
far behind Mother Dairy.
3. Butter Scotch is the favourite flavours.
4. Customers love there favourite ice cream with cone.
5. Most of the people enjoy ice cream after dinner.
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6. The two decision making factors during purchase are:-

TASTE AVAILIABILITY
7. Customer buy Kwality Walls because of its:GOOD QUALITY
MOUTH WATERING TASTE
8. CORNETTO, MOO & FEAST are the most popular brands of Kwality Walls
9. Only 9% of the respondents have visited Kwality Walls Ice cream parlour.
10. Respondents are fully satisfied by product, variety, cost, hospitality of
kwality walls parlour however 50% of the respondents are not satisfied with the
ambience.

CONCLUSION / SUGGESTIONS
1. Number of kwality wallsparlours should be incresed.
2. India has a good potential market for the ice-cream, research shows that an
average Indian eats ice-cream four times a year so company must try to
increase this rate by promoting effective campaign.
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3. K. WALLS should improve its market share in Delhi.

4. k walls should focus rural market by launching low cost ice creams.
5.

TASTE & AVAILIABILITY are the most important factor in decision

making therefore k. walls should focus on these two factors.

6.

Although there are 300 Kwality walls ice creams all across the country but
awareness is very low therefore kwality walls must focus in this area.

7. Ambience of kwality walls ice cream parlour should be improved.

8. Pricing structure is much higher as compared to nearest competitors .so it
should be competitive.

FUTURE FOR ICE CREAM MARKET IN INDIA

Ice Cream market will expand with increase in number of malls - HLL has
been increasing their ice cream outlets - Swirl. Few years consumers use to go out
for walk after dinner and use to buy ice creams from hawkers. But now consumer
who often visit malls for entertainment prefer to buy ice creams during different
times of the day as it is visible upfront and feel like spending Rs. 50 for that tasty
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chocolate swirl with cake and nuts. As marketers are understanding the different
needs of consumers, be it health conscious people, kids, youngsters, young etc, and
coming up with products specific for them... with portfolio of flavors, consumer
today has plethora of options at hand to choose from and therefore high probability
of buying one more scoop of ice cream. Also with increasing wallet size and
innovative modern retail formats, it has definitely given a good chance to the ice
cream industry in India.

LIMITATIONS
Necessary precautions were taken in drawing meaningful inferences based on the
data gathered. Although extreme care was taken to best of my knowledge, some
findings may not be that accurate.

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1. The most signified limitation has been the individuals involved in this study
had a little experience.
2. The sample size selected for the survey was too small as compared to large
population.
3. Respondents were hesitated to answer.
4. The project was carried out only in the outskirts of Delhi so findings on data
gathered can be best true for Delhi outskirts only. And not applicable to other
parts of the country.
5. Due to unavailability of accurate secondary data, my reliance was on the
primary data.

BIBLIOGRAPHY
Books:
Kotler, Philip, Ramaswami, V.S and Namakumari,
S. Marketing Management. Macmillan, edition-II.

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Web-sites:
www.kwalitywalls.in
www.vadilalgroup.com
www.wikipedia. encyclopedia.com
www.franchiseeworld.com
Magazines:
Franchisee India

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ANNEXURE

QUESTIONNAIRE
We are doing a survey on Ice cream buying habit. We would be
grateful if you could spare a few minutes to fill up this
questionnaire.
Name Mob No
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Add......................................................................
1) Do you purchase ice cream?
Yes

No

2) Your normal ice cream buying pattern is?

Once a week
Twice a week
Daily
3) Which brand do you prefer ?
Kwality Walls
Mother dairy
Amul
Cream Bell
Any other (mention name)
4) The reason for your choice?
Good taste.
Easy availability.
Low price
Attractive packaging
Brand name
Any other reason (please specify)
5).Have you ever tried kwality walls?
Yes

No

6). If your answer is yes rate kwality walls on the following dimensions between
5 to 1.
5 stands for Very Good
1 stands for Very Bad
Very bad

Bad

Average

Very Good
Quality
Cost
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Good

Availability
Taste

7). Which particular brand of kwality walls do you prefer?

Cornetto
Moo
Feast
Italian Gelato
Any other(please specify).
8). Which flavors in ice cream do you like most?
Vanilla
chocolate
Strawberry
kesar pista
Butter scotch
other (specify)
9). Which form of ice cream do you prefer?
Cup
Stick
Cone
Take away
Any other (please specify)
10). Have you ever been to Kwality walls ice cream parlour?
Yes
No

11). If your answer is Yes rate kwality walls parlour on the following
dimensions:
Very bad

Bad

Average

Good

Taste
Variety
Cost
Ambience
Hospitality

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Very Good

12). You enjoy your ice cream?

After Dinner
During Day
Anytine
Finally few personal questions:
13). Your age group.
Below 18
25-35
Above 50

18-25
35-50

14).Your occupation.
Student
House wife
Others

s Service
Business

15).Your familys monthly income in Rs. (Optional).

Below 5000
5000-8000
8000-11000
11000-14000
Above 14000

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