Vadilal Summer Project PDF

A
Project Report
On
“An Empirical Study on Brand Image of Vadilal
D.K Scoop Shop Ice Cream in Varachha ”
Submitted To:
BhulabhaiVanmalibhai Patel Institute of
Business Management, Computer &
Information Technology,
UkaTarsadia University
Submitted By:
RAVI SANGANI
TYBBA
15BBA 106
Enrollment No: 201503100310106
Page 1 of 59
Acknowledgement:
I am greatly thankful to BhulabhaiVanmalibhai Patel Institute of Business

Management, Computer & Information Technology, GopalVidyanagar for
giving me an opportunity to work on this project.
I wish to express my sincere thanks to Dr. Vijay Gondaliya, I/c Director of

BhulabhaiVanmalibhai Patel Institute of Business Management, Computer &
Information Technology, GopalVidyanagar, UkaTarsadia University.
I wish to express my heartfelt gratitude to my internal guide Dr. Manisha Surti

whose constant help and support at all stages of this project has enabled me to
complete it.
Last but not least, I thank all those who have helped me directly or indirectly during
the course of this project.
RAVIKUMAR SANGANI
15 BBA 106
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Declaration
I, RAVIKUMAR SANGANI from BhulabhaiVanmalibhai Patel institute of Business

Management, Computer, & Information Technology, UkaTarsadia University, hereby
declare that the project report has been undertaken as a part of 6 th Semester of
Bachelor of Business Administration (BBA) syllabus of UkaTarsadia University,
Bardoli. I declare that this report has not been submitted to any other university or
institute for any other purposes.
Date:
Place: UkaTarsadia University RAVIKUMAR SANGANI
Page 3 of 59
INDEX
Page
Ch. No Topic
No
1 Introduction 1
2 Review of Literature 13
3 Research Objectives 17
4 Research Methodology 18
5 Data Analysis 20
6 Findings 60
7 Conclusions 61
8 Recommendation 62
9 Reference 63
10 Appendix 65
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INTRODUCTION OF TOPIC
Brand image is the current view of the customers about a brand. It can be defined as
a unique bundle of associations within the minds of target customers. It signifies
what the brand presently stands for. It is a set of beliefs held about a specific brand.
In short, it is nothing but the consumers’ perception about the product. It is the
manner in which a specific brand is positioned in the market.
Brand image conveys emotional value and not just a mental image. Brand image is
nothing but an organization’s character. It is an accumulation of contact and
observation by people external to an organization. It should highlight an
organization’s mission and vision to all. The main elements of positive brand image
are- unique logo reflecting organization’s image, slogan describing organization’s
business in brief and brand identifier supporting the key values.
Brand image has not to be created, but is automatically formed. The brand image
includes products' appeal, ease of use, functionality, fame, and overall value. Brand
image is actually brand content. When the consumers purchase the product, they are
also purchasing it’s image. Brand image is the objective and mental feedback of the
consumers when they purchase a product. Positive brand image is exceeding the
customers expectations. Positive brand image enhances the goodwill and brand
value of an organization.
Creating brand image with the use of advertising, promotion event

management etc..
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History of Ice Cream
Ice-cream has a very long history about its origin and manufacturing in the
international market. Ice-cream, way back in 1670, a Sicilian, named Francisco
procopia, opened a cafe in Paris (France) and began to sell ice's & squashes and this
is how the life of ice cream began.
In India, the ice-creams become popular and famous of the end of 18 century. Than
the ice-cream were made at homes from pure cow/buffalo milk's and ice-cream
machine had been developed for home use. It is comprised of a wooden bucket with
a metal (aluminum) jar and a chummier and handle. The ice-cream made at aroma.
Though not so smooth as what we have got today, but it was delicious and yummy.
Today, the story is totally different. We have large number of mega companies,
manufacturing ice-creams in astonishing verities of flavors’, colour & shapes,
maintaining the quality.
Today ice-cream industry holds an important segment of industrial activity in food-

based industry in the country. It provides nutritious treat to self & guest as the best
follower of cold drinks. Now-a-days most of the parties and functions are treated
with ice-creams. And in India its consumption is increasing day by day. It has been
observed that the growing demand for this product is vast at present. It is an old-
aged product but the tastes, manufacturing process and raw materials are coming in
change with the changing concepts of food & life styles day-by-day. At present there
are number of ice-creams industries in India who give supply of the real taste and
best quality product. Kwality walls, vadilal, amul, baskin robbins, cadbury's dollops
and some of the branded ice-creams. But in India, vadilal ice-cream is one of the
oldest ones.
Ice-cream is one of the most important part of FMCG sector. It comes under Food
and Beverage segment. The total market value of Ice cream trade in India is more
than Rs.2000 crore.
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The ice cream industry in India is worth Rs. 2000 crores.
The industry can be divided into the branded market and the unbranded market.
The branded market at present is 100 million liters per annum valued at Rs. 800
crores.
In 2008-09, in the branded ice cream market, Amul held the number one spot, with
a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and
Mother Diary at 8%
The per capita consumption of ice cream in India is approximately 300 ml, as
against the world average of 2.3 liters per annum
Vanilla, Strawberry and Chocolate together constitute approximately 60% of the

market.
GENERAL INFORMATION ABOUT COMPANY
FACTORIES
1. Dudheshwar Road, Ahmedabad
2. Pundhra, Gandhinagar
3. Dharampur, Valsad
4. Bareilly, Uttar Pradesh
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DIRECTORS OF THE COMPANY
1. Mr. Ram Chandra R Gandhi Chairman
2. Mr. Virendra R Gandhi Vice Chairman &

Managing Director
3. Mr. Rajesh R Gandhi Managing Director
4. Mr. Devanshu L Gandhi Managing Director
6. Mr. Kshitish M shah Director
7. Prof. M N Vora Director
8. Mr. Rohit J Patel Director
Logo Slogan
Vadilal Nothing but goodness.
The ice cream Experts.
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HISTORY OF VADILAL ICE CREAM
Vadilal Industries has come a long way since its inception in 1907, when Vadilal
Gandhi, the great-grand father of Virendra R. Gandhi, Rajesh R. Gandhi and
Devanshu L. Gandhi, started a soda fountain. He passed on the business to his son,
Ranchod Lal, who ran a one-man operation, and, with a hand cranked machine,
started a small retail outlet in 1926. Eventually, Ranchod Lal's sons, Ramchandra
and Lakshman, in herited the business and they were instrumental in giving
a new direction to the company. The duo imparted a new vision to the venture and
infused a spirit of calculated risk-taking into the firm. As a result, by the 1970s, the
Vadilal Company had already evolved into a modern corporate entity.
Vadilal Industries has extensive reach. A major success factor has been its ability to
cater to different market segments through multiple product ranges. Vadilal has
range of ice creams in the country with 150 plus flavours and they are sold in a
variety of more than 250 packs and forms. The range includes cones, candies, bars,
ice-lollies, small cups, big cups, family packs, and economy packs. It offers
something for all tastes, preferences and pockets.
Vadilal has a core team of in-house "ice-cream experts" who taste 15-20 products a
day. It has 50,000 dealers across India and 250 Vadilal Parlors, most franchisee
outlets. Vadilal Industries also entered the processed foods industry in the early
1990s and is today one of the largest players in India.
The company‘s national ice cream market share would have been even higher but
for the fact that it does not operate in major consuming regions like Maharashtra and
the four southern states as these are covered by another faction of the Vadilal family.
Vadilal has been graded with a two star grading status by the Government of India.
The company has also been awarded certification for excellence in export
performance by APEDA. It has also been certified by the Export Inspection Agency
-Government of India. The products at Vadilal are endorsed by ISO 9001:2008,
ISO22000:2005, a BRC certified unit, HACCP certified and an INTERTEK certified
unit, confirming requirements of Global Standards for food safety. Some of the
strategic marketing, branding and PR activities carried out by Vadilal include
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participating in the national level exhibition, ATL and BTL activities. Carrying out
these activities has increased the brand recall value of the company.
PESTEL ANALYSIS
POLITICAL :
Governments continually support globalization. Vadilal can take advantage of this

condition through global expansion. The political stability of most countries presents
opportunity for Vadilal to grow in these markets.
ECONOMIC :
Vadilal products are distributed to so many countries. These countries have

different customs, cultures, tastes, and desires. Creating new flavors to
accommodate these customers. Vadilal must focus on external factors that present
opportunities for growth and expansion, especially in developing economies.
SOCIAL :
The social factors influence most for any organization situated in India. India
combines of different types of cultures and languages so the concurrent effect is
different types of lifestyle and food habits. Education level is also increasing in
India; the demographic composition of India is also a n important factor in social
environment. It helps in growing the market.
TECNOLIGICAL :
More automation technologies are now available for businesses. The GPS tracking
solution has solved the delivery dilemma for Vadilal and lowered product rejection.
The operational efficiency has improved as detention and delivery delays have been
substantially minimized.
ENVIRONMENTAL :
The product is not made out of any unnatural composition. The base of every
product of Vadilal, which is not at all harmful for the environment. So there are no
threats for the co-operative society in respect of environmental factors.
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LEGAL :
The legal factors which work as opportunity for Vadilal are PFA act, Trademarks,
Industrial Development & Regulation Act.
SWOT ANALYSIS
STRENGTH :
Refrigeration equipment and retail freezer are sourced from world leaders in
technology so as to deliver quality product to the consumers. Vadilal production
capacity of 1 lakh lit/day.
WEAKNESS :
Vadilal major weakness is a Less Media advertisement compare to other
company.
OPPORTUNITY :
Due to new economic policies and liberalization more multinational companies are
expected to enter into the Indian market these MNCs will have to start everything
from a stretch starting from consumer awareness. Vadilal in this prospective has an
upper hand and can utilize its time more on market penetration and development.
THREAT :
Threat from the existing competitors as well as local ice cream brands and Change
in government policies.
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GENERAL INFORMATION OF VADILAL D.K SCOOP SHOP
Detail
Shop Name Vadilal D.K Scoop Shop
Owner Mr. Dharmesh Mavani
Mr. Kishan Mavani
Address 17, Kailaahnagar Soc,

Nanavarachha Road, Surat-
395006
E-mail k.mavani@ymail.com
Working Time 8:00 AM - 12:00 PM
History of Vadilal D.K Scoop Shop
Vadilal D.K Scoop Shop was started in year 2015 and it was a partnership firm.
They are a two Partner Dharmesh Mavani and Kishan Mavani. The Shop Started a
Varachha Surat and the present time strength of the employees is a 2.
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PRODUCT OF D.K SCOOP SHOP
Cup
Novelties Small cup
Product of
Vadilal
Party
Cone
packs
Family
Candies
pack
TYPES FLAVOURS
CUP Vanilla
Chocolate Chips
Rajbhog
Real Kesar Pista
Butter Scotch
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Kaju Draksh
Strawberry
Pineapples
Sitafal
Yummy Kesar Pista
SMALL CUP Vanilla
Ripe Strawberry
Frozen Dessert
Kool Gulab
Snowy
CONE Pineapple Delight
Chocolate Drip
Prime Kesar Pista
Strawberry
NOVELTIES Vanilla Magic
Strawberry Magic
Mango Magic
Matka Kulfi
Sajan Sajani
FAMILY PACK Vanilla
Chocolate Chips
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2 in 1
Real Mango
Strawberry
Kaju Draksh
Badam Pista
Kesar Pista
CANDIES Mango Dolly
Chocolate Chocobar
Kaju Candy
Raspberry Dolly
Orange
PARTY PACK Vanilla
Strawberry
Kaju Draksh
Rajbhog
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REVIEW OF LITERATURE
Brand knowledge is developed by Keller (2003) as the concept of brand equity

that has dimensions of brand awareness and brand image. Previous study shows
that the stronger and more likeable plus the unique of brand associations
possessed it will be a positive influence on preferences, consumer decisions, and
the desire to buy.
Aaker (1991) In fact, ‘A product is something that is made in a factory; a brand is

something that is bought by a customer. A product can be copied by a competitor;
a brand is unique. A product can be quickly outdated; a successful brand is
timeless’.
Keller (1999) defines brand image as, “the perceptions about as reflected by the
brand associations held in consumer memory.” Brand associations are divided into
attributes, benefits and attitudes.
Ehsan, (2013) studied developing brand awareness and brand loyalty is a need of
time. Managers all over the world should actively promote and improve the brand
awareness and brand loyalty of the customer to enhance their purchase intention.
These efforts are more likely to be faithful if these practices are accompanied by
communication about the brand to the targeted customers. There is a need to focus
on brand awareness and brand loyalty to increase the purchase intentions for their
brand image.
Hubanic & Hubanic, (2009) Brand image is the interpretation of the customers
about all the indications from products, services, and communication of brand.
Davies et al (2003) aimed that the strong brand image, whether the product is
ordinary product that customer already know the use of the product will make
customer satisfied. A company that produce product and services, and is already
known by the public or customers will get a positive feedback from the customer
because they already know about those products or services. Also the company
will gain profit or better income than the other, and this condition will increase the
company performance.
Wang chin Mel, (2012) studied that the corporate brand image significantly
effects customer satisfaction and customer loyalty, and customer satisfaction has
strong impact on customer loyalty.
Sharif Menon (2011) India is lucky to have international brands, but the Indian
consumer is very choosy in selecting the brands and especially in the consumable
sector. The research brings out the importance of taste which is an essential
factor for the success of a brand.
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Levy,(2008) customers’ perception of brand is formed by association of some
ideas and pictures and their knowledge of a brand and a positive and popular
image can be the influential point to affect the customer’s perception of brand.
Graby,(1993) brand image is the collection of ideas, feelings, emotional reactions

and attitudes, which arise from the evocation of the brand. Company image takes
part in the brand image.
Keller (1993) The brand name is a commonly used cue to simplify the evaluation
of a product or service. Using a familiar word as a name is advantageous because
it is easy to recall but using a distinctive word is easier to recognize.
Wayne D. Hoyer and Steven P. Brown, (1990) when quality differences exist
among competing brands, consumers may "pay a price" for employing simple
choice heuristics such as brand awareness in the interest of economizing time and
effort.
Horsky and Simon (1983) and Krishnan and Jain (2006) the process of
growth, diffusion and erosion of products‟ sales arises as a result of the interaction
between consumers, and firm‟s behavior, although the demand side plays a
crucial role to explain the initial evolution of the sales. In durable markets the
initial growth of new products‟ sales is usually attributed to consumers becoming
informed about the existence of the new product. It means a consumer awareness
process where the proportion of consumers aware of the new product increases
overtime.
Kretter, “ country of the origin of food and consumer preference in segment of

university students” consumers prefer the attributes like quality, flavour and also
the price.
Alicia Barroso and Gerard Llobet (2011) advertising expenditures have a

dynamic effect in the sense that they raise consumer awareness of a product,
increasing present and future sales.
Keller (1993) argued that “brand recognition may be more important to the extent
that product decisions are made in the store”. Customer-based brand equity occurs
when the consumer has a high level of awareness and familiarity with the brand
and holds some strong, favorable, and unique brand associations in memory.
Draganska, Michaela, (2009) revealed that advertising expenditure has a

significant positive effect on a brand’s stock of awareness but no significant effect
on its stock of perceived quality. Primary effect of advertising for the particular
brand is to increase the awareness regarding a product among the people. Once
consumers have used the brand, they must be aware of its existence and should
know its characteristics, so informative advertising should not affect them
anymore. Since usage experience is often not directly observable, this imperial
strategy is largely limited to newly introduce brand.
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Collins (2007) Concludes in her study that there are some point what make a good
brand name: Be unique, original, Be easy to read in all countries in which the
brand is to be marketed.
Gil, Andres and Salinas (2007) The effects of the information provided by the
family are higher than those of the marketing variables studied. Results also show
that brand loyalty is much closer to the concept of overall brand equity than brand
awareness – associations and perceived quality.
Nandagopal and Chinnaiyan (2003) studied that the level of awareness among
the rural consumers about the brand of ice cream was high which was indicated by
the mode of purchase of the ice cream by “Brand Name”. The major source of
brand awareness was word of mouth followed by advertisements, family
members, relatives and friends.
FINDING
Brand Image a satisfies a need of the consumer. consumers memory and can be
reflected by how well the consumers can identify the brand under various
conditions and brand image means what a consumer feelings, ideas and emotions
about your brand. The major source of brand Image was word of mouth followed
by advertisements, family members, relatives and friends. Brand awareness and
brand image also depend product quality, different flavors and price.
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OBJECTIVE OF THE STUDY
 To find out the brand image of Vadilal d.k scoop shop ice-cream.
 Effect to demographic factor in brand image.
 To find out customers which flavour prefer most of Vadilal ice-cream.
METHODOLOGY
Research Instrument
Questionnaire is used for the purpose of data collection as the research instrument.
Sample Size
200 Questionnaires paper filled from Varachha area.
Research Design
Descriptive research design
Sampling Technique
Non-Probability Sampling
DATA COLLETION
For the preparation of the project both types of data are used.
Primary data: Primary Data through questionnaires for consumer.
Secondary data: Magazine, websites, Internet, Article.
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DATA ANALYSIS AND INTERPRETATION
1. Which Ice Cream brand you prefer the most?
Statistics
Which Ice Cream brand you prefer Percent
the most? Amul 23.5
Valid 200 Vadilal 40.0

N V
Kwality Walls 6.0
Missing 0
a
Cream bell 8.0
Mean 2.8300 l
Baskin & Robins 11.0
Median 2.0000 i
Mother Dairy 6.0
d
Mode 2.00
Havemor 5.5
Std. Deviation 1.80761 Total 100.0
INTERPRETATION:
This chart show clearly 40 per cent respondent are prefer a Vadilal ice cream and 23.5
percent are prefer Amul Ice cream. By doing the analysis the Mean for “Which Ice
Cream brand you prefer the most?”is 2.83.
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2. How do you know about Vadilal brand?
Statistics
How do you know about Vadilal
brand?
Percent
Valid 200
N Advertisement 55.0
Missing 0
Family 24.5
Mean 1.7450
Valid Friends 11.5
Median 1.0000
Internet 9.0
Mode 1.00
Std. Deviation .98224 Total 100.0
INTERPRETATION:
This chart show clearly 55 per cent respondent are know about vadilal ice cream
through advertisement and 24.5 percent are know about Vadilal Ice cream through
reference of family. By doing the analysis the Mean for “How do you know about
Vadilal brand?”is 1.74.
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3. Which flavor do you prefer the most of Vadilal ice-cream?
Statistics
Which flavor do you prefer the
most of Vadilal ice-cream?
Valid 200
N Percent
Missing 0
Chocolate 29.0
Mean 2.1600
Median 2.0000 Vanilla 34.0
Mode 2.00 Valid Strawberry 29.0

Butter Scotch 8.0
Std. Deviation .93744
Total 100.0
INTERPRETATION:
This chart show clearly 34 per cent respondent are prefer the venilla ice cream flavor
and 29 percent are prefer the chocolate and strawberry flavor. By doing the analysis
the Mean for “Which flavor do you prefer the most of Vadilal ice-cream?”is 2.16.
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4. If you like Vadilal ice-creams, how long you have been buying it?
Statistics
If you like Vadilal ice-creams,
how long you have been buying
it?
Percent
Valid 200
N ones a week 10.5
Missing 0
Mean 3.1400 2 week 19.5
Median 4.0000 Valid 3 week 15.5
Mode 4.00 Less than 1 month 54.5

INTERPRETATION:
This chart show clearly 54.5 per cent respondent are buying ice cream less than once
in a month and 19.5 percent are buying ice cream twice in a week. By doing the analysis
the Mean for “If you like Vadilal ice-creams, how long you have been buying it?”is
3.14.
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5. Vadilal logo is easy to recognize.
Statistics
Vadilal logo is easy to
Percent
recognize.
Strongly
Valid 200 71.0
N Agree
Missing 0
Agree 26.0
Mean 1.3250 Valid
Neutral 2.5
Median 1.0000
Disagree .5
Mode 1.00
INTERPRETATION:
This chart show clearly 71 per cent respondent are strongly agree. Secondly preferred
are agree 26 per cent respondent. By doing the analysis the Mean for “Vadilal logo is
easy to recognize.” is 1.32.
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6. Vadilal name is easy to pronounce.
Statistics
Vadilal name is easy to
pronounce. Percent
Valid 200 Strongly
N 72.5
Missing 0 Agree
Mean 1.2950 Agree 25.5
Valid
Median 1.0000
Neutral 2.0
Mode 1.00
Total 100.0
INTERPRETATION:
This chart show clearly 72.5 per cent respondent are strongly agree. Secondly
preferred are agree 25.5 per cent respondent. By doing the analysis the Mean for
“Vadilal name is easy to pronounce.” is 1.29.
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7. I trust Vadilal product Quality.
Statistics
Percent
I trust vadilal product Quality.
Strongly
Valid 200 53.5
N Agree
Missing 0
Agree 31.0
Mean 1.6450
Valid Neutral 13.0
Median 1.0000
Mode 1.00 Disagree 2.5
INTERPRETATION:
preferred are agree 31 per cent respondent. By doing the analysis the Mean for “I trust
vadilal product Quality.” is 1.64.
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8. I am agree that price quality is appropriate in respect to Vadilal ice cream quality.
Statistics
I am agree that price quality is Percent
appropriate in respect to vadilal Strongly Agree 23.5
ice cream quality.
Agree 55.5
Valid 200
N Neutral 16.0
Missing 0
Valid Disagree 4.5
Mean 2.0300
Strongly
Median 2.0000 .5
Disagre
Mode 2.00
INTERPRETATION:
This chart show clearly 55.5 per cent respondent are agree. Secondly preferred are
strongly agree 23.5 per cent respondent. By doing the analysis the Mean for “1 am
agree that price quality is appropriate in respect to vadilal ice cream quality.” is 2.03.
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9. This brand is familiar brand.
Statistics
This brand is familiar brand. Percent
Valid 200 Strongly Agree 28.5
N
Missing 0 Agree 46.0
Mean 2.0500 Neutral 19.5
Valid
Median 2.0000 Disagree 4.0
Mode 2.00
Strongly Disagre 2.0
Total 100.0
INTERPRETATION:
This chart show clearly 46 per cent respondent are agree. Secondly preferred are
strongly agree 28.5 per cent respondent. By doing the analysis the Mean for “This
brand is familiar brand.” is 2.05.
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10. I like this brand packging.
Statistics
I like this brand packging.
Valid 200 Percent
N
Missing 0 Strongly Agree 26.0
Mean 2.0700 Agree 49.5

Median 2.0000 Neutral 17.5
Valid
Mode 2.00 Disagree 5.5
Std. Deviation .88828 Strongly Disagre 1.5
Total 100.0
INTERPRETATION:
strongly agree 26 per cent respondent. By doing the analysis the Mean for “I like this
brand packging.” is 2.07.
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11. This brand uniqueness is variety of ice cream.
Statistics
This brand uniqueness is variety
of ice cream.
Percent
Valid 200
N Strongly Agree 52.5
Missing 0
Agree 37.0
Mean 1.6000
Valid Neutral 8.5
Median 1.0000
Disagree 2.0
Mode 1.00
INTERPRETATION:
preferred are agree 37 per cent respondent. By doing the analysis the Mean for “This
brand uniqueness is variety of ice cream.” is 1.60.
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12. I like this brand because it give good offers.
Statistics
I like this brand because it give
Percent
good offers.
Strongly Agree 16.0
Valid 200
N Agree 52.5
Missing 0
Mean 2.2450 Neutral 23.0
Valid
Mode 2.00 Strongly Disagre .5
INTERPRETATION:
preferred are Neutral 23 per cent respondent. By doing the analysis the Mean for “I
like this brand because it give good offers.” is 2.24.
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13. I like this brand advertisement.
Statistics
I like this brand advertisement.
Percent
Valid 200
Missing 0
Agree 54.0
Mean 1.9750
Neutral 17.0
Median 2.0000 Valid
Disagree 2.5
Mode 2.00
Std. Deviation .75978 Strongly Disagre .5
Total 100.0
INTERPRETATION:
Strongly agree 26 per cent respondent. By doing the analysis the Mean for “I like this
brand advertisement.” is 1.97.
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14. I like this brand because it available in all require Pack size.
Statistics
I like this brand because it
available in all require Pack size.
Percent
Valid 200
Missing 0
Agree 43.5
Mean 1.8400
Valid Neutral 18.0
Median 2.0000
Disagree 1.5
Mode 2.00
INTERPRETATION:
Strongly agree 37 per cent respondent. By doing the analysis the Mean for “I like this
brand because it available in all require Pack size.” is 1.84.
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15. I can easily find out this brand compare to other brand.
Statistics
I can easily find out this brand
Percent
compare to other brand.
Strongly Agree 16.0
Valid 200
N Agree 46.5
Missing 0
Neutral 23.0
Mean 2.4050 Valid
Mode 2.00 Strongly Disagre 4.5
INTERPRETATION:
Neutral 23 per cent respondent. By doing the analysis the Mean for “I can easily find
out this brand compare to other brand.” is 2.40.
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16. I trust vadilal brand image is superior.
Statistics
Percent
I trust vadilal brand image is
Strongly Agree 31.0
superior.
Agree 45.0
Valid 200
N Neutral 17.5
Missing 0
Mean 1.9950 Disagree 6.5
Valid
Median 2.0000
Mode 2.00
Total 100.0
INTERPRETATION:
strongly agree 31 per cent respondent. By doing the analysis the Mean for “trust
vadilal brand image is superior.” is 1.99.
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17. Gender
Statistics
Gender
Gender
Valid 200
N Percent
Missing 0
Male 53.0
Mean 1.4700
Valid Female 47.0
Median 1.0000
Mode 1.00 Total 100.0
INTERPRETATION:
This chart show clearly 53 per cent respondent are male. Secondly preferred are
female 47 per cent respondent.
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18. Age
Statistics Age
Age Percent
Valid 200 Less than 20 Year 14.0
N
Missing 0 21-30 Year 37.0
Mean 2.5200
Valid 31-40 Year 32.0
Median 2.0000
More than 41 Year 17.0
Mode 2.00
Total 100.0
INTERPRETATION:
This chart show clearly 37 per cent respondent are 21-30 year. Secondly preferred are
31-40 year 32 per cent respondent.
Page 37 of 59
19. Consumer Monthly Income
Statistics Consumer Monthly Income

Consumer Monthly Income
Percent
Valid 200
N Below 7999 40.0
Missing 0
8000-15999 27.5
Mean 2.0800
Valid 16000-23999 17.0
Median 2.0000
About 24000 15.5
Mode 1.00
INTERPRETATION:
This chart show clearly 40 per cent respondent are below 7999. Secondly preferred
are 8000-15999 27.50 per cent respondent.
Page 38 of 59
20. Occupation
Statistics Occupation
Occupation Percent
Valid 200 Students 22.5
N
Missing 0 Businessmen 22.0
Mean 2.5400
Valid Employee 34.5
Median 3.0000
House Wife 21.0
Mode 3.00
INTERPRETATION:
This chart show clearly 34.50 per cent respondent are employee. Secondly preferred
are student 22.50 per cent respondent.
Page 39 of 59
Reliability Statistics
Reliability Statistics
Cronbach's Cronbach's N of Items
Alpha Alpha Based on
Standardized
Items
.777 .828 20
Mann Whitney U test
Consumer monthly income :
3. I trust Vadilal product Quality.
H0: µ= 0.05 there is no significant different between consumer monthly income in

respect to trust the Vadilal product Quality for brand image.
H1: µ≠ 0.05 there is significant different between consumer monthly income in
respect to trust the Vadilal product Quality for brand image.
Ranks
Consumer Monthly Income N Mean Rank Sum of Ranks
Below 7999 80 73.28 5862.00

I trust vadilal product
8000-15999 55 60.33 3318.00
Quality.
Total 135
a
Test Statistics
I trust vadilal
product Quality.
Mann-Whitney U 1778.000
Wilcoxon W 3318.000
Z -2.079
Asymp. Sig. (2-tailed) .038
a. Grouping Variable: Consumer Monthly

Income
INTERPRETATION:
As we can see that H0 is rejected that means there is a significant difference between
consumer monthly income and brand image . Hence, according to mean rank 8000-
15999 has brand image in respect to Quality than below 7999.
Page 40 of 59
11. I can easily find out this brand compare to other brand.
H0: µ= 0.05 there is no significant different between consumer monthly income in
respect to compare to other brand for brand image.
H1: µ≠ 0.05 there is significant different between consumer monthly income in
respect to compare to other brand for brand image.
Ranks
Consumer Monthly Income N Mean Rank Sum of Ranks
I can easily find out this Below 7999 80 74.17 5933.50

brand compare to other 8000-15999 55 59.03 3246.50
brand. Total 135
a
Test Statistics
I can easily find

out this brand
compare to
other brand.
Mann-Whitney U 1706.500
Wilcoxon W 3246.500
Z -2.370
Asymp. Sig. (2-tailed) .018
a. Grouping Variable: Consumer Monthly

Income
INTERPRETATION:
As we can see that H0 is rejected that means there is a significant difference between
consumer monthly income and brand image. Hence, according to mean rank 8000-
15999 has brand image in respect to compare to other brand than below 7999.
Page 41 of 59
Means
GENDER :
Case Processing Summary
Cases
Included Excluded Total

N Percent N Percent N Percent
Which Ice Cream brand you
200 100.0% 0 0.0% 200 100.0%
prefer the most? * Gender
Report
Which Ice Cream brand you prefer the most?
Gender Mean N Std. Deviation
Male 2.8208 106 1.78244

Female 2.8404 94 1.84509
Total 2.8300 200 1.80761
INTERPRETATION:
The male mean is 2.8208 and female mean is 2.8404 that is not a more different and
male and female mean is similar.
AGE :

Cases
200 100.0% 0 0.0% 200 100.0%
prefer the most? * Age
Page 42 of 59
Report
Age Mean N Std. Deviation
Less than 20 Year 2.7857 28 1.72899
21-30 Year 2.6622 74 1.80772
31-40 Year 2.7656 64 1.70659
More than 41 Year 3.3529 34 2.02832
Total 2.8300 200 1.80761
INTERPRETATION:
The age vise less than 20 year,21-30 year,31-40 year mean is similar and more than
41 year that mean is 3.3529 high.
CONSUMER MONTHLY INCOME :

Cases

prefer the most? * 200 100.0% 0 0.0% 200 100.0%
Report
Consumer Monthly Income Mean N Std. Deviation

Below 7999 2.7750 80 1.86897
8000-15999 2.8545 55 1.77866
16000-23999 2.7647 34 1.77625
About 24000 3.0000 31 1.80739
Total 2.8300 200 1.80761
INTERPRETATION:
The consumer monthly income below 7999 mean (2.7750), 8000-15999 mean
(2.8545), 16000-23999 mean (2.7647) and about 24000 mean is (3.0000) that is not
more different they are similar.
Page 43 of 59
OCCUPATION :

Cases

prefer the most? * 200 100.0% 0 0.0% 200 100.0%
Occupation
Report
Occupation Mean N Std. Deviation

Students 2.7556 45 1.77297
Businessmen 2.9318 44 1.88504
Employee 2.6812 69 1.70201
House Wife 3.0476 42 1.96248
Total 2.8300 200 1.80761
INTERPRETATION:
The occupation of student mean (2.7556), businessmen mean (2.9318), employee

mean (2.6812) and house wife mean is (3.0476) that is not more different they are
similar.
2. How do you know about Vadilal brand?

GENDER :

Cases

How do you know about
200 100.0% 0 0.0% 200 100.0%
Vadilal brand? * Gender
Page 44 of 59
Report
How do you know about Vadilal brand?
Male 1.7547 106 .95430

Female 1.7340 94 1.01786
Total 1.7450 200 .98224
INTERPRETATION:
AGE :

Cases


200 100.0% 0 0.0% 200 100.0%
Vadilal brand? * Age
Report
Less than 20 Year 1.5000 28 .74536

21-30 Year 1.5811 74 .89146
31-40 Year 1.8125 64 1.00593
More than 41 Year 2.1765 34 1.16698
Total 1.7450 200 .98224
INTERPRETATION:
The age vise less than 20 year,21-30 year,31-40 year mean is similar and more than
41 year that mean is 2.1765 high.
Page 45 of 59

Cases

Vadilal brand? * Consumer 200 100.0% 0 0.0% 200 100.0%
Monthly Income
Report

Below 7999 1.6375 80 .90349
8000-15999 1.5455 55 .76541
16000-23999 1.8235 34 1.05803
About 24000 2.2903 31 1.24348
Total 1.7450 200 .98224
INTERPRETATION:
The consumer monthly income below 7999 mean (1.6375), 8000-15999 mean
(1.5455), 16000-23999 mean (1.8235) and about 24000 mean is (2.2903) high.
OCCUPATION :

Cases
200 100.0% 0 0.0% 200 100.0%
Vadilal brand? * Occupation
Page 46 of 59
Report
Students 1.5333 45 .78625

Businessmen 2.0909 44 1.13748
Employee 1.6377 69 .92309
House Wife 1.7857 42 1.02495
Total 1.7450 200 .98224
INTERPRETATION:
The occupation of student mean (1.5333), employee mean (1.6377), house wife mean
(1.7857) and businessman mean is (2.0909) high to other occupation.
3. Which flavor do you prefer the most of Vadilal ice-cream?
GENDER :

Cases

Which flavor do you prefer

the most of Vadilal ice- 200 100.0% 0 0.0% 200 100.0%
cream? * Gender
Report
Which flavor do you prefer the most of Vadilal ice-
cream?
Male 2.0943 106 .96143
Female 2.2340 94 .90904
Total 2.1600 200 .93744
INTERPRETATION:
Page 47 of 59
AGE :
Cases

cream? * Age
Report
Which flavor do you prefer the most of Vadilal ice-cream?
Less than 20 Year 2.2500 28 .96705

21-30 Year 2.1081 74 .95899
31-40 Year 2.1719 64 .93528
More than 41 Year 2.1765 34 .90355
Total 2.1600 200 .93744
INTERPRETATION:
The age vise less than 20 year, 21-30 year,31-40 year and more than 41 year mean is
similar and that total mean is 2.1600.

Cases


the most of Vadilal ice-
200 100.0% 0 0.0% 200 100.0%
cream? * Consumer
Monthly Income
Page 48 of 59
Report
Below 7999 2.0625 80 .93245
8000-15999 2.2364 55 .85988
16000-23999 2.1471 34 1.01898
About 24000 2.2903 31 1.00643
Total 2.1600 200 .93744
INTERPRETATION:
The consumer monthly income mean is not a more different and that total mean is
2.1600.
OCCUPATION :
Cases

cream? * Occupation
Report
Students 2.0889 45 .99595

Businessmen 2.1818 44 1.06253
Employee 2.1304 69 .87301
House Wife 2.2619 42 .85709
Total 2.1600 200 .93744
INTERPRETATION:
The occupation of student mean (2.0889), businessman mean (2.1818), employee

mean (12.1304) and house wife mean (2.2619) they are similar and total mean is
2.1600.
Page 49 of 59
GENDER :
Cases

If you like Vadilal ice-
creams, how long you have 200 100.0% 0 0.0% 200 100.0%
been buying it? * Gender
Report
If you like Vadilal ice-creams, how long you have
been buying it?

Male 3.1887 106 1.11367
Female 3.0851 94 1.02296
Total 3.1400 200 1.07057
INTERPRETATION:
AGE :

Cases
creams, how long you have 200 100.0% 0 0.0% 200 100.0%
been buying it? * Age
Page 50 of 59
Report
If you like Vadilal ice-creams, how long you have been buying
it?
Less than 20 Year 3.1786 28 1.05597

21-30 Year 3.0135 74 1.09160
31-40 Year 3.2969 64 1.00285
More than 41 Year 3.0882 34 1.16431
Total 3.1400 200 1.07057
INTERPRETATION:
The age vise less than 20 year, 21-30 year,31-40 year and more than 41 year mean is
similar and that total mean is 3.1400.

Cases


creams, how long you have
200 100.0% 0 0.0% 200 100.0%
been buying it? *
Report
If you like Vadilal ice-creams, how long you have been buying it?
Below 7999 3.0750 80 1.05272

8000-15999 3.2909 55 .97511
16000-23999 3.1176 34 1.12181
About 24000 3.0645 31 1.23654
Total 3.1400 200 1.07057
INTERPRETATION:
The consumer monthly income mean is not a more different and that total mean is
3.1400.
Page 51 of 59
OCCUPATION :
Cases

creams, how long you have
200 100.0% 0 0.0% 200 100.0%
been buying it? *
Occupation
Report
If you like Vadilal ice-creams, how long you have been
buying it?

Students 3.0667 45 1.09545
Businessmen 3.2045 44 1.15294
Employee 3.1449 69 1.08838
House Wife 3.1429 42 .95180
Total 3.1400 200 1.07057
INTERPRETATION:
The occupation of student mean (3.0667), businessman mean (3.2045), employee

mean (3.1449) and house wife mean (3.1429) they are similar and total mean is
3.1400.
Page 52 of 59
Wilcoxon Signed Ranks Test

Descriptive Statistics
N Mean Std. Deviation Minimum Maximum
200 2.8300 1.80761 1.00 7.00
prefer the most?
Gender 200 1.4700 .50035 1.00 2.00
Age 200 2.5200 .93486 1.00 4.00
Consumer Monthly Income 200 2.0800 1.09066 1.00 4.00
Occupation 200 2.5400 1.06020 1.00 4.00
Ranks
N Mean Rank Sum of Ranks

a
Negative Ranks 120 79.98 9597.50
b
Gender - Which Ice Cream Positive Ranks 25 39.50 987.50
c
brand you prefer the most? Ties 55
Total 200
d
e
Age - Which Ice Cream Positive Ranks 83 61.60 5112.50
f
brand you prefer the most? Ties 44
Total 200
g
Consumer Monthly Income - h
Positive Ranks 53 52.68 2792.00
Which Ice Cream brand you i
Ties 60
prefer the most?
Total 200
j
Occupation - Which Ice k
Cream brand you prefer the l
Ties 38
most?
Total 200
a. Gender < Which Ice Cream brand you prefer the most?
b. Gender > Which Ice Cream brand you prefer the most?
c. Gender = Which Ice Cream brand you prefer the most?
d. Age < Which Ice Cream brand you prefer the most?
e. Age > Which Ice Cream brand you prefer the most?
f. Age = Which Ice Cream brand you prefer the most?
g. Consumer Monthly Income < Which Ice Cream brand you prefer the most?
h. Consumer Monthly Income > Which Ice Cream brand you prefer the most?
i. Consumer Monthly Income = Which Ice Cream brand you prefer the most?
j. Occupation < Which Ice Cream brand you prefer the most?
Page 53 of 59
k. Occupation > Which Ice Cream brand you prefer the most?
l. Occupation = Which Ice Cream brand you prefer the most?
a
Test Statistics
Gender - Which Age - Which Ice Consumer Occupation -
Ice Cream Cream brand Monthly Income Which Ice
brand you you prefer the - Which Ice Cream brand
prefer the most? most? Cream brand you prefer the
you prefer the most?
most?
b b b b
Z -8.671 -1.819 -4.508 -1.365
Asymp. Sig. (2-tailed) .000 .069 .000 .172
a. Wilcoxon Signed Ranks Test

b. Based on positive ranks.
INTERPRETATION:
From the above table of Wilcoxon signed rank test it is found that there is no
significant relationship between gender, consumer monthly income and brand image
about which ice cream brand prefer the most. Since the value is greater than the
significant level we accepts null hypothesis. Thus we conclude there is no
relationship between gender, consumer monthly income and brand image about
which ice cream brand prefer the most.
Page 54 of 59
Descriptive Statistics
N Mean Std. Deviation Minimum Maximum
creams, how long you have 200 3.1400 1.07057 1.00 4.00
been buying it?
Gender 200 1.4700 .50035 1.00 2.00
Age 200 2.5200 .93486 1.00 4.00
Consumer Monthly Income 200 2.0800 1.09066 1.00 4.00
Occupation 200 2.5400 1.06020 1.00 4.00
Ranks
N Mean Rank Sum of Ranks

a
Negative Ranks 158 86.54 13673.00
Gender - If you like Vadilal b
ice-creams, how long you c
Ties 34
have been buying it?
Total 200
d
Age - If you like Vadilal ice- e
creams, how long you have f
Ties 41
been buying it?
Total 200
g
Consumer Monthly Income - Negative Ranks 132 84.21 11116.00
h
If you like Vadilal ice- Positive Ranks 29 66.38 1925.00
i
creams, how long you have Ties 39
been buying it? Total 200
j
Occupation - If you like k
Vadilal ice-creams, how long l
Ties 39
you have been buying it?
Total 200
a. Gender < If you like Vadilal ice-creams, how long you have been buying it?
b. Gender > If you like Vadilal ice-creams, how long you have been buying it?
c. Gender = If you like Vadilal ice-creams, how long you have been buying it?
d. Age < If you like Vadilal ice-creams, how long you have been buying it?
e. Age > If you like Vadilal ice-creams, how long you have been buying it?
f. Age = If you like Vadilal ice-creams, how long you have been buying it?
g. Consumer Monthly Income < If you like Vadilal ice-creams, how long you have been buying
it?
h. Consumer Monthly Income > If you like Vadilal ice-creams, how long you have been buying
it?
Page 55 of 59
i. Consumer Monthly Income = If you like Vadilal ice-creams, how long you have been buying
it?
j. Occupation < If you like Vadilal ice-creams, how long you have been buying it?
k. Occupation > If you like Vadilal ice-creams, how long you have been buying it?
l. Occupation = If you like Vadilal ice-creams, how long you have been buying it?
a
Test Statistics
Gender - If you Age - If you like Consumer Occupation - If
like Vadilal ice- Vadilal ice- Monthly Income you like Vadilal
creams, how creams, how - If you like ice-creams, how
long you have long you have Vadilal ice- long you have
been buying it? been buying it? creams, how been buying it?
long you have
been buying it?
b b b b
Z -11.033 -5.697 -7.871 -5.256
Asymp. Sig. (2-tailed) .000 .000 .000 .000
a. Wilcoxon Signed Ranks Test

b. Based on positive ranks.
INTERPRETATION:
From the above table of Wilcoxon signed rank test it is found that there is no
significant relationship between gender, Age, consumer monthly income, Occupation
and brand image about how long you have been buying it vadilal ice cream. Since the
value is greater than the significant level we accepts null hypothesis. Thus we
conclude there is no relationship between gender, Age, consumer monthly income,
Occupation and brand image about how long you have been buying it vadilal ice
cream.
Page 56 of 59
FINDING
 Majority of respondents are males (53%) and others are females (47%).
 Majority (37%) of the respondents are between ages 21-30.
 Majority (40%) respondents monthly income is between below 7999.
 Majority (34.50%) respondents are employee.
 Majority of (40%) respondents are prefer the Vadilal ice cream.
 Majority of (55%) respondents advertisement thought know about Vadilal ice
cream.
 Majority of (34%) respondents are prefer the Vanilla flavor.
 Majority (54%) of the respondents consume icecream less than 1 month.
 71% of the respondents are strongly agree to identify the logo of Vadilal
icecream.
 Majority (72.5%) of respondents are strongly agree the easy pronounce of
Vadilal name.
 Majority (53.5%) of the respondents are strongly agrees of trust of product
quality of Vadilal icecream.
 Majority (55.5%) of the respondents agrees that price quality is appropriate in
respect to vadilal ice cream quality.
 Majority (46%) respondents are agrees that this brand is familiar brand.
 Majority (49.5%) respondents agrees that they are like a Vadilal brand
packaging.
 Majority (52.5%) respondents strongly agrees and (37%) agrees this brand
uniqueness is variety of ice cream.
 Majority (52.5%) of respondents agrees because this brand gave good offers.
 Majority (54%) respondents agrees that they like a advertisement of Vadilal
icecream.
 Majority (43.5%) respondents agrees that they like this brand because it
available in all require Pack size.
 Majority (46.5%) respondents agrees because they are easily find out this
brand compare to other brand.
 Majority (45%) respondents agrees and (31%) strongly agrees they are trust of
Vadilal brand image is superior.
Page 57 of 59
CONCLUSION
The Study entitled “AN EMPIRICAL STUDY ON BRAND IMAGE OF

VADILAL D.K SCOOP SHOP ICE CREAM IN VARACHHA” was undertaken to
study the brand image of customers.
Satisfied customer also plays an important role in brand awareness as they

recommend others to purchase and such referral brings new customers and promotes
positive brand image whereas dissatisfied customers may lead negative brand image
which hinders successful brand awareness activity. As per this study vadilal brand is
popular as compare to other brands. The people are fully aware about vadilal brand
because of lack of advertisement. Vadilal brand effective factor is easy recognize
logo, easy pronounce vadilal name, good product quality, variety of ice cream and
available in all require pack size.
RECOMMENDATIONS
 Company gave a good offers to consumers.

 Increase a flavours of Vadilal ice cream.
Page 58 of 59
BIBLIOGRAPHY
WWW.Vadilalgroup.com
Pandian, Keerthi, and K. K. Ramachandran. "Brand Awareness: Baby Food

Products." SCMS Journal of Indian Management 7.2 (2010).
Ghafoor, Muhammad Mudasar, et al. "Impact of customer satisfaction and brand

image on brand loyalty." Progress in Business Innovation & Technology
Management 2.2 (2012): 69-77.
PRODUCT, PARAG. CONSUMER AWARENESS AND BUYING PATTERN OF.

Diss. BABASAHEB BHIMRAO AMBEDKAR UNIVERSITY LUCKNOW, INDIA.
Tadhani, Manishkumar B., et al. "Consumers’ perceptions and awareness towards ice
cream as functional food with respect to Ahmedabad City, India."
De Chernatony, Leslie, and Francesca Dall'Olmo Riley. "Defining a" brand": Beyond
the literature with experts' interpretations." Journal of Marketing Management 14.5
(1998): 417-443
Pitta, Dennis A., and Lea Prevel Katsanis. "Understanding brand equity for successful
brand extension." Journal of consumer marketing 12.4 (1995): 51-64.
Khatri, Puja. "Celebrity endorsement: A strategic promotion perspective." Indian

Media Studies Journal 1.1 (2006): 25-37
SARGARA, KETAN CHHOTAJI. THE COMPARATIVE STUDY OF AMUL VIS-A-

VIS OTHER BRANDS ICE CREAM OF NADIAD CITY. Diss. AAU, Anand, 2014.
Emma K., and Byron M. Sharp. "Brand Awareness Effects on Consumer Decision
Making for a Common, Repeat Purchase Product:: A Replication." Journal of
Business Research 48.1 (2000): 5-15.
Hirekenchanagoudar, Renuka. Consumer behaviour towards ready-to-eat food

products. Diss. UAS, Dharwad, 2008.
Gnanamkonda, Vijayudu, and V. K. Satya Prasad. "Consumer awareness and

consumption pattern of probiotic & sugar free ice creams in Hyderabad &
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Management Research 4.4 (2014): 162-171.
Blain, Carmen, Stuart E. Levy, and JR Brent Ritchie. "Destination branding: Insights
and practices from destination management organizations." Journal of travel
research 43.4 (2005): 328-338.
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A

“An Empirical Study on Brand Image of Vadilal

D.K Scoop Shop Ice Cream in Varachha ”

BhulabhaiVanmalibhai Patel Institute of

Business Management, Computer &

Enrollment No: 201503100310106

I am greatly thankful to BhulabhaiVanmalibhai Patel Institute of Business

I wish to express my sincere thanks to Dr. Vijay Gondaliya, I/c Director of

I wish to express my heartfelt gratitude to my internal guide Dr. Manisha Surti

I, RAVIKUMAR SANGANI from BhulabhaiVanmalibhai Patel institute of Business

Place: UkaTarsadia University RAVIKUMAR SANGANI

Creating brand image with the use of advertising, promotion event

Today ice-cream industry holds an important segment of industrial activity in food-

Vanilla, Strawberry and Chocolate together constitute approximately 60% of the

GENERAL INFORMATION ABOUT COMPANY

1. Dudheshwar Road, Ahmedabad

4. Bareilly, Uttar Pradesh

1. Mr. Ram Chandra R Gandhi Chairman

2. Mr. Virendra R Gandhi Vice Chairman &

3. Mr. Rajesh R Gandhi Managing Director

4. Mr. Devanshu L Gandhi Managing Director

6. Mr. Kshitish M shah Director

7. Prof. M N Vora Director

8. Mr. Rohit J Patel Director

Vadilal Nothing but goodness.

The ice cream Experts.

Governments continually support globalization. Vadilal can take advantage of this

Vadilal products are distributed to so many countries. These countries have

Shop Name Vadilal D.K Scoop Shop

Owner Mr. Dharmesh Mavani

Mr. Kishan Mavani

Address 17, Kailaahnagar Soc,

Working Time 8:00 AM - 12:00 PM

History of Vadilal D.K Scoop Shop

Novelties Small cup

Real Kesar Pista

Yummy Kesar Pista

SMALL CUP Vanilla

CONE Pineapple Delight

Prime Kesar Pista

NOVELTIES Vanilla Magic

FAMILY PACK Vanilla

CANDIES Mango Dolly

PARTY PACK Vanilla

Brand knowledge is developed by Keller (2003) as the concept of brand equity

Aaker (1991) In fact, ‘A product is something that is made in a factory; a brand is

Graby,(1993) brand image is the collection of ideas, feelings, emotional reactions

Kretter, “ country of the origin of food and consumer preference in segment of

Alicia Barroso and Gerard Llobet (2011) advertising expenditures have a

Draganska, Michaela, (2009) revealed that advertising expenditure has a

200 Questionnaires paper filled from Varachha area.

Descriptive research design

Primary data: Primary Data through questionnaires for consumer.

Secondary data: Magazine, websites, Internet, Article.

Which Ice Cream brand you prefer Percent

the most? Amul 23.5

Valid 200 Vadilal 40.0

Mode 2.00 Valid Strawberry 29.0

Median 4.0000 Valid 3 week 15.5