AnnexureList of tables Table-1: TOMA Table-2: Frequency of visit Table-3: Preferred Ice-cream parlor Table-4: Visit a brand since

nce Table-5: Factor customer likes about the ice-cream parlor Table-6: Average expenditure per visit per person Table-7: Opportunity Score Matrix Table-8: Modified Multidimensional scaling (MMDS)- Master table Table-9: Factor analysis Table-10: Component identification table Table-11: Number of members in each cluster

Table-12: Conjoint Analysis Summary Table-13: TOMA v/s AGE Table-14: TOMA v/s AGE Chi-Square Test Table-15: TOMA v/s INCOME Table-16: TOMA v/s INCOME Chi-Square Test Table-17: TOMA v/s OCCUPATION Table-18: TOMA v/s OCCUPATION Chi-Square Test Table-19: TOMA v/s EDUCATIONAL BACKGROUND Table-20: TOMA v/s EDUCATIONAL BACKGROUND Chi-Square Test Table-21: Occupation v/s Expenditure per visit per person Table-22: Occupation v/s Expenditure per visit per person- ChiSquare Test

List of Charts Chart-1: TOMA Chart-2: Frequency of visit Chart-3: Preferred Ice-cream parlor Chart-4: Average expenditure per visit per person Chart-5: MMDS- Quality Chart-6: MMDS- Affordability Chart-7: MMDS- Variety Chart-8: MMDS- Ambience Chart-9: MMDS- Offers Chart-10: MMDS- Low-fat product Chart-11: Cluster-1: Occupation Chart-12: Cluster-1: Educational Background Chart-13: Cluster-2: Occupation Chart 14: Cluster-2: Educational Background

INTRODUCTION
The Ice-cream industry in India is reflective of overall population distribution.

30% of entire market is organized.

The Ice-cream industry in India is worth Rs. 2000 crores.

The industry can be divided into branded and unbranded market. The branded market at present is 100 million liters per annum valued at Rs. 800 crores

Trends

Why organized parlors?

A gradual shift in consumers perception of ice cream from an impulse/on-the-go treat to an affordable indulgence to be enjoyed at home with family members. Baskin Robbins became huge success with its premium icecreams which lead to increased demand for more exotic and indulgent flavours of packaged ice cream in 2010 Brands such as Amul, Vadilal responded strongly to this shift

Major players
Amul Baskin Robbins

Naturals Gelato
Mc D

Objective

Main objective Understanding market scenario for Organized Ice-cream parlor

Sub-Objective

To understand customer consumption pattern based on lifestyle etc.

Customer perception about Ice-cream served by organized parlors

Designing positioning statement for organized ice-cream parlor

Methodology

The methods used for data collection were primary as well as secondary. Primary data collection Quantitative analysis: Stratified Random Sampling from different age groups and different occupation. Secondary data collection: Websites and even articles from newspapers available on the internet. The research design that was followed was of Exploratory and Descriptive Research.

Limitations
The survey done on the consumers are only from Mumbai, so the report does not show the preferences of the consumers all through out India.

Analysis

Name ice-cream parlors you can recollect Frequency Percent Valid Percent

Valid

Baskin & Robins Naturals Gelato Amul McDonalds Other Total

38 64 20 46 8 4

21.11111 35.55556 11.11111 25.55556 4.444444 2.222222

21.11111 35.55556 11.11111 25.55556 4.444444 2.222222

180

100

100

How frequently you go to an Ice-cream parlor? Frequency Valid Once in a week Once in a fortnight Once in a month Never Total 64 42 70 4 180 Percent 35.55556 23.33333 38.88889 2.222222 100 Valid Percent 35.55556 23.33333 38.88889 2.222222 100

Which ice-cream parlor you go very frequently? Valid Frequency Percent Percent Baskin & Valid 40 22.22222 22.22222 Robins Naturals 48 26.66667 26.66667 Gelato 48 26.66667 26.66667

Amul
McDonalds Total

32
12 180

17.77778
6.666667 100

17.77778
6.666667 100

For how long you are visiting this ice-cream parlor? Valid Frequency Percent Percent Less than 3 Valid 46 25.55556 25.55556 months 3 months- 1 year 1-3 years More than 3 years Total 38 58 38 180 21.11111 32.22222 21.11111 100 21.11111 32.22222 21.11111 100

What do you like the most about Ice-cream parlor you visit regularly Frequency Valid The quality is good Variety Available to choose from Locational Convinience Affordability Offers Total 56 70 Percent 31.11111 38.88889 Valid Percent 31.11111 38.88889

38 12 4 180

21.11111 6.666667 2.222222 100

21.11111 6.666667 2.222222 100

Valid

How much do you spend per person per visit? Frequency Percent Valid Percent 6 3.333333 3.333333 Rs. 20-30 75 41.66667 41.66667 Rs. 40-70 68 37.77778 37.77778 Rs. 70-100 More than 31 17.22222 17.22222 Rs.100 180 100 100 Total

Quality
McDonalds

Amul

Gelato

Naturals

Baskin & Robins

-0.10

-0.05

0.00

0.05

0.10

0.15

Affordability
McDonalds Amul Gelato Naturals Baskin & Robins

-0.50

-0.40

-0.30

-0.20

-0.10

0.00

0.10

0.20

0.30

0.40

MMDS Variety
Variety
McDonalds Amul Gelato Naturals Baskin & Robins

-0.20

-0.10

0.00

0.10

0.20

0.30

0.40

Ambience
McDonalds Amul Gelato Naturals Baskin & Robins

-0.30

-0.20

-0.10

0.00

0.10

0.20

0.30

MMDS- Offers
Offers
McDonalds Amul Gelato Naturals Baskin & Robins

-0.60

-0.40

-0.20

0.00

0.20

0.40

0.60

Low-Fat Products
McDonalds Amul Gelato Naturals Baskin & Robins

-0.60

-0.40

-0.20

0.00

0.20

0.40

Parameter
Quality Variety

Importance Satisfaction I S
3.7444 3.6889 3.7556 3.7889

I-S
0 0

Opportunity score= I+(I-S)

Availability of flavors
Offers Affordability Low-fat products Location Ambience

3.7667
3.5444 3.5667 3.1444 3.5222 3.8667

3.7778
3.1444 3.2556 2.9444 3.2667 3.5889

3.7667
3.9444 3.878 3.3444 3.777 4.145

0.4 0.3111 0.2 0.2555 0.2778

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. 0.697 857.773 55 0

Component 1 Is overall a good product

Component 2 Offers you a lowfat product

Component 3

Component 4

Is where one can Is place to go on have ice-cream at special occasions any time of the day like Birthday and festivals Is where one can have ice-cream after every meal Is a place with good ambience

Is a place for me where I can hangout with my family Is very good place for quality Offers you value for money Offers you wide variety of flavors to choose from

Is very close to my place

Cluster analysis
Hierarchical mean From agglomeration schedule it is observed that there are 2 clusters. K-mean methodCluster Valid Missing Number of Cases in each Cluster 1 2 96 84 180 0

Cluster Characteristics
Cluster 1 Average age 28.60 years Gender ratio- 1:1 Average monthly income- Rs. 24,427.08
Occupation
14.5833 3333 6.25 29.1666 6667

Educational Background
2.0833 12.5 33333 Student Service Housewife 37.5 Undergraduate Graduate Postgraduate

50

Unemployed
47.916 66667

Cluster Characteristics
Cluster 2 Average age 29.55 years Gender ratio- 64.3:35.7 Average monthly income- Rs. 34,821.42
14.2857 Occupation 1429 7.14285 28.5714 7143 2857 50

Educational Background
16.666 66667 Student Service 33.333 33333 Undergraduate Graduate

50
Postgraduate

Parameters STRAWBERRY SITAFAL (CUSTARD APPLE) SEASONED BROWNIE Rs.30 Rs.60 Rs.90 Single scoop Double scoop Family pack

Part utilities Range -0.592 0.66 -0.068 -0.98 0.282 0.698 -1.319 -0.302 1.017

1.252

1.678

2.336

Most important parameter- Quantity Most important combination- Sitafal, Family Pack & Rs.90

ToMA v/s AgeToMA 1

Count
% of Total

4.00
2.20% 38.00 21.10%

6.00
3.30% 64.00 35.60%

2.00
1.10% 20.00 11.10%

2.00
1.10% 46.00 25.60%

0.00
0.00% 8.00 4.40%

0.00
0.00% 4.00 2.20%

14.00
7.80% 180.00 100.00%

Total

Count % of Total

Chi-Square Tests
Value Pearson ChiSquare 37.425a df 15 Asymp. Sig. (2sided) 0.001

Likelihood Ratio Linear-by-Linear Association

47.393
0.049 180

15
1

0
0.824

Name ice-cream parlors you can recollect Baskin & Robins Less than Rs. 25000 Count 14 7.80% 10 5.60% 14 7.80% 0 0.00% 0 0.00% 38 21.10% Naturals 12 6.70% 36 20.00% 14 7.80% 0 0.00% 2 1.10% 64 35.60% Gelato 8 4.40% 10 5.60% 2 1.10% 0 0.00% 0 0.00% 20 11.10% Amul 14 7.80% 8 4.40% 10 5.60% 14 7.80% 0 0.00% 46 25.60% McDonalds 2 1.10% 6 3.30% 0 0.00% 0 0.00% 0 0.00% 8 4.40% Other 2 1.10% 0 0.00% 0 0.00% 2 1.10% 0 0.00% 4 2.20% Total 52 28.90% 70 38.90% 40 22.20% 16 8.90% 2 1.10% 180 100.00%

% of Total Monthly Rs. 25001- Count Family 35000 Income % of Total Rs. 3500145000 Rs. 4500155000 Rs. 5500165000 Count % of Total Count % of Total Count % of Total Count % of Total

Total

Chi-Square Tests

Value
Pearson ChiSquare Likelihood Ratio Linear-by-Linear Association N of Valid Cases 75.990a 79.101 2.607 180

df
20 20 1

Asymp. Sig. (2sided) 0 0 0.106

Name ice-cream parlors you can recollect Baskin & Robins Naturals 14 7.80% 38 21.10% 6 3.30% 6 3.30% 0 Gelato 2 1.10% 10 5.60% 0 0.00% 4 2.20% 4 Amul 14 7.80% 26 14.40% 0 0.00% 6 3.30% 0 McDonalds 6 3.30% 0 0.00% 0 0.00% 2 1.10% 0 Other 0 0.00% 2 1.10% 0 0.00% 0 0.00% 2 Total 52 28.90% 90 50.00% 12 6.70% 20 11.10% 6

Student
Service Occupation

Count % of Total Count % of Total Count

16 8.90% 14 7.80% 6 3.30% 2 1.10% 0

Selfemployed/ professiona l

% of Total Count Housewife % of Total Unemploye d Total Count

% of Total Count % of Total

0.00% 38 21.10%

0.00% 64 35.60%

2.20% 20 11.10%

0.00% 46 25.60%

0.00% 8 4.40%

1.10% 4 2.20%

3.30% 180 100.00%

Chi-Square Tests Value Pearson ChiSquare Likelihood Ratio Linear-by-Linear Association N of Valid Cases 83.173a 68.264 2.111 180 df 20 20 1 Asymp. Sig. (2sided) 0 0 0.146

Name ice-cream parlors you can recollect Baskin & Naturals Robins Undergraduate Count 20 24 13.30% 32 17.80% 6 3.30% 2 1.10% 64 35.60% Gelato 2 1.10% 12 6.70% 6 3.30% 0 0.00% 20 11.10% Amul 18 10.00% 24 13.30% 4 2.20% 0 0.00% 46 25.60% McDonald s 0 0.00% 2 1.10% 6 3.30% 0 0.00% 8 4.40% Total Other 0 0.00% 2 1.10% 2 1.10% 0 0.00% 4 2.20% 64 35.60% 88 48.90% 26 14.40% 2 1.10% 180 100.00%

Education % of Total 11.10% al 16 Graduate Count Qualificati % of Total 8.90% on PostCount 2 graduate % of Total 1.10% Professio nal Total Count 0

% of Total 0.00% Count 38 % of Total 21.10%

Chi-Square Tests Value Pearson ChiSquare Likelihood Ratio Linear-byLinear Association N of Valid Cases 48.400a 43.076 df 15 15 Asymp. Sig. (2sided) 0 0

11.026 180

0.001

How much do you spend per person per visit? Rs. 20-30 Student Service SelfOccupation employed/ professional Housewife Rs. 40-70 Rs. 70-100 More than Rs.100 Total

Count % of Total Count % of Total

6 3.30% 0 0.00%
0 0.00% 0 0.00% 0 0.00% 6 3.30%

30 16.70% 29 16.10%
6 3.30% 10 5.60% 0 0.00% 75 41.70%

13 7.20% 41 22.80%
6 3.30% 2 1.10% 6 3.30% 68 37.80%

3 1.70% 20 11.10%
0 0.00% 8 4.40% 0 0.00% 31 17.20%

52 28.90% 90 50.00%
12 6.70% 20 11.10% 6 3.30% 180 100.00%

Unemployed
Total

Chi-Square Tests

Value
Pearson ChiSquare Likelihood Ratio Linear-byLinear Association N of Valid Cases 51.723a 56.814

df
12 12

Asymp. Sig. (2sided) 0 0

9.702 180

0.002

Diagnosis
Name of the parlor- SCOOPED COMFORT OF HAVING A SCOOP

PROMOTIONAL OFFERS FOR STUDENTS DURING COLLEGE BREAK HOURS OFFERS FOR REGULAR CUSTOMERS B2B OFFERS BY THE WAY OF CORPORATE VOUCHERS