Post on 31-Dec-2015
A
DISSERTATION ON
STUDY ON CONSUMERS PREFERENCES TO THE BRAND OF VADILAL ICE-CREAM
Submitted by
DEEPALI SAXENA
Enrollment no. 2010CBA014
In partial fulfillment for the award of the degree
Of
BACHELOR IN BUSINESS ADMINISTRATION
In
MANGALAYATAN UNIVERSITY, ALIGARH
MAY 2013
STUDENT’S DECLARATION
This is to certify that dissertation report entitled “STUDY ON CONSUMERS PREFERENCES
TO THE BRAND OF VADILAL ICE-CREAM” which is submitted by me in partial
fulfillment of the requirement for the award of degree BBA from Mangalayatan University,
Aligarh comprises only my original work and due acknowledgement has been made in the
text to all other material used. The matter embodied in this thesis is original and has not been
submitted for the award of any other degree.
Date: DEEPALI SAXENA
SUPERVISOR’S CERTIFICATE
This is to certify that Dissertation Report entitled “STUDY ON CONSUMERS
PREFERENCES TO THE BRAND OF VADILAL ICE-CREAM” which is submitted by
DEEPALI SAXENA in partial fulfillment of the requirement for the award of degree
BBA from Mangalayatan University, Aligarh . To the best of my knowledge the work carried
out by her under my supervision is a candidate’s own work.
Date:
PROF. AMBRISH SHARMA IBM
MANGALAYATAN UNIVERSITY
ALIGARH
Acknowledgement
I am very thankful to all persons who spread their valuable time and helped me a lot in
preparation of this dissertation report.There are many people behind making of this dissertation
report.
I would like to express my sincere thanks to our institutions for giving me this golden
opportunity.I am greatly thankful to my Mentor Prof.Ambrish Sharma,for giving me proper
guidance and co-operation for making this report more meaningful.
Last but not in the least I am thankful to all the persons who directly or indirectly helped me to
make this report.
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. Than the
innovative changes market was came to existence. They came directly with deep freezers. In early
times, the ice cream were practically frozen & drawn off into packages and frozen solid or
hardened. But after 1939, suit ice-cream was invented. It was served directly from the freezers
without being allowed to harden.
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. And at
kwality walls in the national market with a market share of 25% and in aligarh, the market share is
20% (sources from business world & india today.
Scope Of Ice-Cream Industry In India
The Ice-Cream Industry was % registered Eight years ago with phenaroenal growth rating of
35% per annum. Such rush is due to the general up trend in the economy of l a t e
eighties. The consumer goods include Ice-Cream caught a good market when colour
advertisements started in a fold. Bui in summer the sales effected due to cold storage
problems. But later by avoiding that type of problem, the Ice-Cream considered the
consumers demand throughout the whole year like gets marketing mix right, success may
not be far off. The wars in creams, for all practical purposes in only halfway through there are
some losers, in sight & not clear predict on winners too.
Latter in mid-eighties throughout India in the Summer, in the not sun shines, for al l
maw factors of soft drinks, it was the point where the Ice-Cream manufactures over track
them by Satisfying the consumers with tasty & flavored Ice-Creams filled with cream
and sweet aromas to give lite refreshments to consumers by maintaining the high class
quality.
Ice-Cream Industry In Aligarh
Aligarh. Which is pre-dominantly an agricultural state with the reputation of being the
"rice-bowl" is recently developing small scale industry & medium scale industry. There
are some foods producing industries like bakery, Ice-Cream etc. There are a number of Ice-
Cream factories but only two or three are developed Ice-Cream factories.
Till 1989, Aligarh state remained as a Importer of better quality Ice-Creams of some
branded companies from other states. In India, there are a number of Ice-Cream factories
like Kwality walls;Amul, Baskin Robbins, Dinshaws , Cadbury's Dollops etc. And they are
generally higher from other local Ice-Creams in quality and in price too. People of Aligarh
are sti l l in flavor of local Ice-Creams but the educated are now-a-days bothering for
quality. At present there are only two or three developed plants are imported from west
Bengal, Gujarat. Mumbai and other slates.The Government of Aligarh is too allowing the
public to open this type of industry by Taking loans and advances.
Flow Diagram Of Ice-Cream Manufacturer Process
For different types of tastes, flavors’, colour needs to use the colour essence and other raw
materials like fruits, nuts etc on the time of freezing mix.
Selection of ingredients- milk, butter , S.M.P, cream, sugar syrup, fruits, nuts, etc.
Figuring the mix
Pasteurizing the mix at 12° C for 30 minutes
Homogenizing the mix at -4°C to -5°C
Hardening the storage of ice-cream at -23°C to-29°C
History Of Vadilal
Today, the name Vadilal conjures images of lip-smacking ice cream in a whole gamut of
flavours. Vadilal spells quality, availability, variety and state-of-the-art machinery and
equipment. It has, however, been a long journey for the group, which traces its origins way back
to 1907, when a certain unassuming gentleman, by the name of 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 show, and, with a hand
cranked machine, started a small retail outlet in 1926. Eventually, Ranchod Lal's sons,
Ramchandra and Lakshman, inherited 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 company. As a result, by the 1970s, the Vadilal Company had
already evolved into a modern corporate entity.
"In 1972-73, the company had 8-10 outlets in Ahmedabad. Gradually, we moved from the city to
other parts of Gujarat. By 1985, the company moved towards neighbouring states like Rajasthan
and Madhya Pradesh. But the expansion was undertaken very methodically and we spent five to
six years in spreading our business and then consolidating it" says Shri Ramchandrabhai Gandhi
(Chairman).
Vision/Mission
“To become an Indian MNC in frozen foods”
“To provide products and services at an affordable price without compromising the quality,” says
Shri Ramchandrabhai Gandhi”
Personnel Hygiene Policy
Every person employed in Food Handling Area is Medically Examined by an Authorized
Medical Practitioner at least once in a year to ensure that he / she is medically fit and free
from any communicable disease.
All employees should inform the Management immediately in the event of their suffering
from Fever, Vomiting, Diarrhea, Typhoid, Boils, Cuts, Ulcers, etc.
No Worker suspected of suffering from any communicable disease is permitted to work
inside Food Handling Areas.
Employees shall keep their fingernails short and clean and wash their hands with soap
solution and water before commencing work and after each short absence, especially
after using sanitary conveniences.
No worker shall allow his /her naked hands or any part of his/her body or clothing to
come in contact with the product and any food ingredient.
No worker shall be allowed without Head cover/ Aprons/ Specified dress/ Masks/ Gloves
(as applicable) inside Food Handling Areas.
No worker shall be allowed to eat, spit, clean nose, using tobacco in any form including
smoking/ chewing within the processing, packing and storage area.
Quality And Food Safety Policy
We at vadilal industries limited firmly believe in providing quality and safe food
products.
We shall achieve these goals by continual improvements and updating process, system &
skills of our employees.
We aim to be the leader in the ice cream industry by recognizing and adopting the
changing needs of our customers and win their confidence.
We shall ad here the statutory and regulatory requirements.
We shall establish effective internal & external communication.
We shall adopt quality and food safety standards ISO 9001:2000, ISO 22000:2005 &
BRC global food standard.
Events Of Vadilal
Largest Ice Cream Sundae
On Nov. 10th, 2001 Vadilal broke its own record by making "The Largest Ice Cream Sundae".
This ice cream sundae was made using 4950 litres of ice cream, 125 kgs. of dry fruits, 255 kgs of
Fresh fruits and 390 litres of sauces. The length of the sundae was 20 feet and height was 9 feet,
180 man took 60 minutes to create this record breaking (registered in Limca Books of records)
ice cream sundae. More than 50,000 people enjoyed.
Snow- Storm Ice-Cream Festival (25th December, 2001 to 31 December, 2001)
A week long ice cream festival was held simultaneously in 11 Vadilal Happinezz Parlours of
Gujarat. This festival was one of its kind. 71 flavors of Ice Cream, 51 Ice Cream Sundaes,
Frozen Yogurts, Sorbets, Ice Mithai ice creams like Rasgulla, Gulabjamun & other artisan ice
creams were available at one stop. Over hundred thousand people attended this festival.
Objective Of The Company
"Vadilal" industries ltd. Makes Ice-Creams since it has some nutritional value it is
suited to every group (ago) of people. Its main a im is to supply the best quality of
products to their consumers. IT tries and is maintaining the best quality in its products. The
company is looking forward for the future where Ice-Cream is literally on the verge of
creating an explosion in the Ice-Cream consumption pattern both new mount watering
produces. All with real creams, because that's what makes real creams.
Products Of Vadilal
Vadilal Industries is provide the below mentioned products to their customers with a good
qualities.
Product of vadilal
Cup
Small cup
Cone
Family pack
Candies
Party packs
Novelties
Cup
Vanilla
Ripe strawberry
2-in-1
Chocolate chips
Tuti fruity
Real mango
Rainbow
Fruit bonanza
Kaju darkish
Butter scotch
Kewra
Jafrani badam pista
Fun 2000-car.cho
Rajbhog(ice mithai)
Dairy fresh
Alphoniiso mango
Wild strawberry
Figs-n-honey
Fresh fruits delights
Mango
Pineapples
Small Cups
Vanilla
Ripe strawberry
Frozen desserts
Kool gulab
Snowy
Cone
Pineapple delights
Chocolate drips
Yummy butter scotch
Chashmeshahi
Prime kesar pista
Almond koolfie cone
Family Pack
Plain Favorite-
Vanilla
Ripe Strawberry
2-In-1
Chocolate Ecstasies-
Chocolate chips
Dairy fresh
Alphonso mango
Fruit Fantasies-
Real mango
Fresh Strawberry
Nutty Delights-
Kaju Draksh
Butter Scotch
Real Kesar Pista
Jafrani Badam Pista
Frozen Dsserts-
Snowy
Yummy Kesar Pista
Yummy Mango Munch
Candies
Dandy Candies
Pencil
Mango Juicy
Juicee Orange
Kaju Candy
Litchee Dolly
Orange Dolly
Raspberry Dolly
Mango Dolly
One-up Chocobar
Nutty Chocobar
Chocolate Chocobar
Soft Spot (Chocolate)
Fantastic
Frozen Dessert
Bargain
Best Chocobar
Mango Tango Dolly
Fun Bhari Raspberry
Party Pack
Plain Favorites-
Vanilla
Ripe Strawberry
2-in-1
Sweet Heart
Dairy Fresh
Alphonso Mango
Wild Strawberry
Figs-n-Honey
FRUIT FANTASIES
Tuti Fruity
Real Mango
Fresh Strawberry
Fruit Bonanza
Pina Chink
Utty Delights
Kaju Draksh
Butter Scotch
Chashmeshahi
Cashew Break
Kewra
Real Kesar Pista
Jafrani Badam Pista
Rajbhog
Frozen Desserts
Snowy
Cherry Merry
Kaju Lite
Scotch Lite
Yummy Kesar Pista
Yummy Mango Munch
Koolfiees
Koolfie Corner
Kesar Pista Koolfie
Chowpati Koolfie
Kewra Koolfie
Pista Kesar Roll Cut
Kewra Roll Cut
Novelties
Vadilal Specials
Heart Throb
Mini Sandwich
Sajan Sajani (Roll Cut)
Quick Sundae
Easy Sundae
August - 15
Cassatta Slice
Cassatta (Cut)
Sajan Sajani (Roll)
Vanilla Magic
Strawberry Magic
Mango Magic
New Launches
Recently the group has launced fresh fruit ice-cream with ripples under the fantasy range viz.
Fresh orange fantasy, Fresh mango fantasy, Fresh strawberry fantasy, and Black current
fantasy.These new Koolfie , Mava Koolfie and Pista Koolfie ,these koolfis priced at rs. 10/-is a
big hit in the market place. Two new Sundaes Chocolate Sundae & Strawberry Sundae
atrs. 10/- each have been introduced.
New Promotional Schemes
The response to this offer was enormous. Pack Free on purchase One Litre Kaju Draksh Pack.
The response to this offer was enormous. 1+1 party pack scheme chocolate sauce with
vanilla Chocolate sauce with vanilla: the consumer scheme of 50g chocolate sauce free on
purchase of one litre party pack of super vanilla became a trend setter scheme in the market.
Yet another bumper offer was the schemes of one litre vanilla party pack free on
purchase one litre kaju draksh pack. The Vadilal group give importance on outdoor
advertisement like posters, Hoarding boards, Glow sign boards to make the consumer
aware of Vadilal Ice-Cream and maximum possible exposure to the advertisers brands.
The recent promotional schemes have a tremendous response from the consumers. The
consumers have been writing letters with. Requests for the extension of the scheme
period. The growth in sales during the scheme period was ten times over the normal sales.
The 4 P’s are very clearly demarcated the target markets segment. establish exclusively,
sell only through personalize outlets weave an image, distinct personality of brands, crave
at niche, occupy a specific slot within the branded ice- cream segment introducing new &
good quality frequently to bring back repeatedly.
Marketing Mix Of Vadilal Ice-Creams
The marketer's task is to build a marketing program or plan to achieve the company's
desired objectives. The marketing program consists of numerous decisions on the mix of
marketing tools to use. The marketing mix is the set of marketing tools; the firm uses to
pursue its marketing objectives in the target market for influencing the trade channels as well as
the final consumers. "Vadilal" groups strictly follows the 8P's of marketing tools, out of which 4P's
i.e. product, price, place & promotion are very important in the achieving the target market etc.
Product
Features : The product for the study is Vadilal ice-Cream. As from the name itself, it
can be said that it is a non-durable & perishable product, because it cannot stay for a
long period off lime. The other features of the product are that it is consumable food
product goods with variety of flavours, good taste & quality and has nice packaging.
Image : Vadilal group positioned their product in such a way that they are being
perceived and preferred by the consumer to fit a distinctive niche in the market — a
niche occupied by no other product. They further try to different, ate their products
posses attributes that will fulfill the consumer needs belter than competing brands. This
attribute of the products creates brand image. In case of Vadilal Ice-Cream, can give the
following attributes.
Flavor/tastes : vadilal has the largest range of ice-creams in the country with a variety
of 90 plus flavours to make them reach their maximum utility.
Aroma/Sweet Smell : All the Ice-Creams of Vadilal has good sweet smell or aroma in
it. This can be realized through the responses of consumers.
Colours : Vadilal Ice-Cream has variety of over 20 natural colours. It doesn't
contain additives, preservatives, any synthetic colours or flavours. All are pure, natural
goodness of the milk, fruits and nuts.
Price
All Vadilal Ice-Cream are available at cheaper and affordable price that Fits all consumers’ pockets i.e. from high class to low class consumer. Vadilal has priced its products on the principle of real value for money
Quality : At Vadilal commitment to quality is an Attitude It works aiming with a
straight-forward mission: "To Provide Quality Products and services at an
Affordable Price".
At Vadilal special care & Great pains are taken in maintaining class quality.
Nutritious Value: All Vadilal Ice-Cream are of high Nutritious values, easy to digest
and gives lite refreshment with energy when peoples get tired of work or busy
life.
It is totally a milk based food product.
Brand Name: Today. "Vadilal" is a name familiar in practically every Indian
household.
It's a well-known umbrella brand, covering a diverse range of products &
activities, which have one thing in common: a vibrant present & a bright future. In
Indian marke:.
The brand name "Vadilal is synonymous with Ice-Cream and commands an excellent
equity.
Profile : Vadilal has the maximum range of Ice-Cream products in India. It has
the largest range of Ice-Cream
products than any other competitors, i.e. over 200 SKU'S. It has preference for
tastes as per budgets. There are rich creamy Ice-Creams for the connoisseurs and
low fat frozen desserts for the health cautious. There are plain favorite, fresh fruit
ecstasies; romantic ripples, nutty delights, fresh fruit fantasies and etc with guaranteed
to spark consumers to taste buds.
Under each type there are many qualities and Vadilal has priced its products cheaper on
the principle of real value for money.
Price
Vadilal has priced i t s products on the principle of "real value for money". Vadilal's
pricing is at par with brand like Amul and cheaper than Kwality walls, Baskin Robbins,
Dinshaws and others. The company has simple yet straight-forward mission: "To Provide
Quality Products and Services at an Affordable Price".
The Vadilal Ice-Cream prices are tagged in such a manner that it could be able to meet
the consumer of all levels i.e. form high class society to low class society, and of all pockets.
The large scale of operation economies the manufacturing cost, the benefit of which is passed
on to the consumers by providing them with a quality product at an affordable price. This is a
commitment at Vadilal. To make all the Ice-Cream product available in the market, for
smooth running in the market and to increase its. growth share in the market and to increase
its, growth share in the market, the 'Vadilal' Group has owned some credit policy for the
retailers and distributors and also gives them some sorts of discounts and profit percentage
of make the product heavily demanded in the market.
Place
"Vadilal" Group, Head Quarter is located in Ahmedabad, Gujarat, the most
industrialized state in India. I t s Ice-Cream division has 3 sophisticated plants at
Ahmedabad, Pundhara and Bareilly. The plants at pundhra & Bareilly are ISO 9002
certified plants.Vadilal Ice-Cream division branches are located in all the states of India
except some parts in southern region.Vadilal has one of the largest cold chain networks in
India, comprising of 12C & F agents, 250 distributors and 15,000 retailers. The whole
network is kept alive by a large fleet of refrigerated vehicles. Refrigeration equipments and
retail freezers are sourced from world leaders in the technology so as to deliver the quality
products to the retailers through distributors quickly and as soon as to possible to quench the
thirst of consumers towards the demand Ice-Cream products. This is a commitment at
Vadilal.
Promotion
The promotional strategy of Vadilal brand of Ice-Cream mainly depends on
some various promotional plans or schemes, on media advertisement and on out door
advertisements. But its effective promotional schemes hit the target market directly,
which promotes the consumer to make decision with regards to buy that brand.
The Vadilal group has introduced some new schemes / launches recently to
increase his brand equity.
Ice-Cream Consumer's buying behavior
Before knowing consumer brand preference we have t know the buying behaviour and decision
making process of consumers.Consumers are the life blood of the company because for
them the company achieves success in the market as well as in the corporate world. Term
"consumer generally refers to any one engaging in or all the activities like evaluating,
acquiring, using or disposing goods and services."
CATEGORY DESCRIPTION ROLE
A
The Individual who determines that some
need or Initiation want is not being met and
authorizes to purchase, to rectify the situation.
Initiation
B A person who by some international
worlds or Influencer action influence the
purchase decision, the actual purchase &
the use of the product & services.
Influencer
C The individual who actually make the
purchase Buyer transaction.
Buyer
D The person most directly involved in the
consumption or use of the dispose.
User
Consumer buying behavior is the process of decision-making activities that the customer does
at the time of evaluating, acquiring, using or disposing of goods & services. The field of
consumer buying behavior. Studies how individuals, groups, and organizations, select,
prefers, by use and dispose of goods, services, ideas.
Problem Identification
There is cut throat competition in the present Ice- Cream market more than 8 branded
level players are there in the market. The list grows ever more impressive.
The problem is the consumer preference, choice will change or not, measurement of brand
loyalty is a difficult task. Various types of consumers are loyal towards different brands of Ice-
Cream. Thus the main problem in this study is to measure and calculate the number of
consumers preferring for "Vadilal" Ice -Cream brand in Aligarh market. They can also have
other problems like that of promotion and transportation. They can also have to face the
competition from Amul.
REVIEW OF LITERATURE
OBJECTIVES -
The main objective of my study is to know the consumers preferences to ""Vadilal" brand of
Ice-Cream in the market. Through this study, I will be able to find out:-
To know the Consumer's Brand preference.
To know the satisfaction level of consumer's.
To find out the consumers accepting the Vadilal Ice -Creams in Aligarh market.
To know the opinion of the retailers on the sale of Ice -Cream in
Aligarh.
To know the market share of Vadilal Ice-Cream.
To know the buying behavior of the Ice -cream Consumers.
To get the clues and strategy for the future market.
To Know Which Brand Of Ice Cream Does You Prefer The Most.
To Know Brand Awareness Of Vadilal .
To Know The Factors Effecting While Buying The Ice Cream.
To Know The Complaints Regarding The Ice Cream.
To Know The Suggestion For Improvement.
HYPOTHESIS -
Consumers prefer Vadilal but not more than Amul.
Children like different flavors.
Local ice-cream brands affecting the sales of vadilal and amul ice-cream is also very
affected the sale of the Vadilal ice-cream.
People are price sensitive.
RESEARCH METHODOLOGY
RESEARCH DESIGN
Conclusive research- “descriptive research design” is appropriate for our survey”
Methodology is the Method used while doing some research works. Research is one type
of investigation undertaken in order to get additional information or to discover new facts. My
research work includes survey of consumer's attitude and preference towards "Vadilal'" brand of
Ice - Cream.
Research design is a blue print or preliminary plant or sketch of the work to be done in
respect of the specified kind of research undertaken. The plan or sketch consists of a rather
detailed statement. The type & sources of date are relevant to the particular research. The
techniques to be adopted for collecting the needed data and the method of the analysis of the
collected data on the lives on which the collected data are to be analyzed. Research design
will vary with the kind of research proposal to be carried on.
The purpose of research is to discover answers to questions through the application of
scientific procedures.
SAMPLING TECHNIQUE
Sampling is an essential element of the survey. It is the process or method of drawing or
selecting a sample from a particular population. Population in context of the sampling means
all the people or objects that are under investigation or observation. A sample is a smaller
representation a larger whole. It serves, as a representative of the whole sample design is a
technique of drawing a sample.
Non - probability sampling is adopted here, in this research work. This sampling
method involves non - probability sampling; I have chosen convenience sampling when
population elements are selected for inclusion in the sample base on the case of access. It can be
called as convenience sampling.
SAMPLE SIZE
My survey programs includes consumers of different age groups(5-50). Income groups, &
professional groups. The size of sample taken in 300. The sub -groups identified are of
adequate size for accomplishing random sampling.
DATA COLLECTION
Sources Of Data Collection
After formulating the problem an accurate observation undertaken according to some
round plan. The data needed for the study can be available from two sources i.e. Primary &
Secondary Data.
1) Primary Data:
My primary' sources of data are the response from different type of consumers &
retailers.
2) Secondary Sources :
I collected some data & information from secondary sources like Internet, Company
profiles & reports, Business magazines & newspapers.
STEPS/ STATISTICAL TECHNIQUE FOR DATA ANALYSIS
The Research methodology, 1 have adopted the following tools and techniques to get
the required data and needed information.
Survey method -- . Survey methods we use
personal interview
i. Mall intercept
ii. In home
Type of Population -- Infinite Population.
Target population -- Customer & Retailers.
Type of Non - probability sampling -- convenience Sampling.
Type of data collected –primary & secondary data
Method of Collecting primary Data -- Questionnaire.
Type of Questionnaire -- Structured Questionnaire.
Type of Questions -- Closed.
Type of tools used for Data Findings -- pie- chart diagrams.
Sampling frame – Ramghat road, pushpanjli, pragti nagar, center point etc.
ORGANISATION OF THE STUDY
I want to include many important points in my dissertation report………..
Chapter-1 In this chapter, I have introduced my secondary and primary research.I will
identify those problems which are related to preferences of consumers towards to the
brand vadilal ice-cream.. This can be helpful for another. There is to set the objective of
the study and also put the hypothesis.
Chapter-2 In this chapter, I have introduced the frame work of my research work.
Chapter-3 In this chapter, I introduce the analysis of data with swot analysis, and I
introduce interpretation of data.
Chapter-4 Here, I have to analyze many study and find many findings related to
preferences of consumers to the brand vadilal.
Chapter-5 In this chapter I have summarized my study. I have to analyze the need of
this project in future I have to analyze the need of this project in future. This can be helpful for
another.
LIMITATIONS
The present study Inspite of best efforts suffers from the following:
The time factor in any research is very important. The time allowed for the study was
very short. Because of lack of time, I could not go deep into the problem. This study is
to depend barely on the data supplied by the present organization. Even sincere efforts
were made to overcome these conditions through Crosscheck when ever possible to
present a balanced report.
Monetary factor is a major constraint to the research.
Erroneous Information, inconsistent and inadequate answers found to be main
drawbacks in formulating an effective response pattern.
the organization M/s AES vadilal did not show all the necessary documents required by
me as they had their confidentiality.
Conceptual framework of the work
As the things present in the world that may be tangible or intangible, like wise the
consumer's decision - making aspects towards his / her buying process is also go in the path of
fluctuations. It is complex to get through it. A number of factors like low price, quality brand
name, purchasing power, promotion, culture, society where the consumer lives in, are
responsible for the change in the buying behavior of the customers.
Also the perceived quality to a particular brand leads to a major influence on the consumers.
Hence an anal\ sis of the extent of this impact on consumers helps to known the consumer
decision making process for preferring a brand that may provide some valuable information,
while determining consumer's acceptance of "Vadilal" brand of Ice - Cream.
To know about consumer's preferences towards "Vadilal" brand, I have done a survey.
As different Consumers have different views, so its very difficult to get their ideas in pen &
paper. For this, I followed the questionnaire methods as well as personal interviews to sought
reliable information from Consumers & Retailers. Stress was as laid on structured answers.
Data's were also collected from, the company literatures, manuals and reports significance of
the survey lies in its ability to finding out reasons for brand preferences and demands of
"Vadilal" Ice- Cream.
Recent research studies has clearly embarked that consumer awareness of a particular brand
have started playing a very crucial role in purchase deviation for all consumer producer.
These developments of consumer market create into success. Considering the age groups of
consumer specifically, the market and the choice. The choice criteria of them show very much
peculiarity with respect to selection of Ice-Cream. There is a growing need of markets of soft
goods to know the influencing pattern far different age groups to reach them, which worked in
competition among marketers to get the competition edge. Their concept has been taken as the
scope of the present research study.
DATA ANALYSIS
Achievements of the individual organization shows how difficult it is to perform in this
competitive market overcoming certain problems introducing and fulfilling the needs and
preferences of customers to lead the market. Thus the evaluation of three factors like
performance, achievements and problems of a business establishment can be referred to
as analysis. so the idea or approach in analysis is to find the problem
involved ,identifying the alternatives and finally choosing the best alternative. by
analyzing the figure from establishment and studying the market it can be known whether
the demand for ice-cream is on the raise or declining. The graph as shown in the
annexure shows the sales of the ice-cream for the last five years from which we can
easily find out the performances of establishment and their growth status. From the figure
it is found that demand for ice-cream is increasing year after year.
DATA ANALYSIS : AN ANALYSIS ON BRAND PREFERENCE OF VADILAL
ICE-CREAM
CONSUMER’S PHENOMENA
The manufacturing’s planners have been successful in studying the needs of customers which
has earned them goodwill in the market.
What I came to know after the survey is that due to lack of
brand awareness only customers are consuming more local ice-cream like celesty as compared to
vadilal. But in rest of the fields vadilal is leading the market.
From retailer’s survey I got a good response for
vadilal brand.
The survey was carried out in Aligarh market to find out the brand preference of consumers
towards “vadilal ice-cream”. Consumers were from different age, sex, income groups and
occupation. Preferences were carried out and gathered.informations was obtained through open
survey, mall intercept, personal interviews, emails and analysis was done basing upon the
questionnaire.
1) SWOT ANALYSIS
Swot analysis is one of the important medium of analyzing. It’s obvious that an
organization with more strength, less weakness, wide opportunities and fewer threats will
be certainly ahead of its competitors.
Strength:
“Vadilal “the brand name is itself the strongest point which is difficult to
eradicate.
It enjoys comparison with the competitors i.e.kwality walls as there are no other
large scale competitions except some local brands in Aligarh.
Effective distribution system and commitment towards better quality and services
as compared to other local and national brands is also the strength.
The organization has its own transportation and sends products to the required
distributors immediately without any failure giving the best response. The
network is kept alive by a large fleet or refrigerated vehicles.
Refrigeration equipments and retail freezer are sourced from world leaders in
technology so as to deliver quality products to the consumers.
The three ISO certified plants located at Ahmedabad, pundhra and Bareilly are
established in such a way that they are in consonance with the market expansion
strategies of the division who have a production capacity of 1lakh lit/day.
Vadilal has 25%of the Indian ice-cream as its shares. but that is no surprise
considering that the group has the largest range of ice-cream in the country
considering flavours,packs and forms with a product matrix of over 200 SKU’s
comprising cones,cups,candies,sticks,,novelties family, party and bulk packs.
Vadilal introduced the concept of FLAVOUR OF THE MONTH under which
the company develops and markets one new flavor every month for its customer
delight.
Vadilal because of pricing at par with brand like AMUL and cheaper than Quality
walls, Baskin robbins, Dinshaws etc and maintain highly satisfactory quality
products is gaining market share.
Weakness
It is not focusing much upon low end customers
Though vadilal ice-cream is available at affordable price and suitable to
every standard people of every means but low class customers are less
aware of it and they are still going for the local ones.
Though vadilal is able to win consumer’s loyalty, it is not able to win
retailer’s loyalty as compared to others except some credit facility.
There is less media advertisements in Aligarh .many consumers are least
aware of this branded product and message given by the glow signboard
i.e. “vadilal the ice-cream experts”
There is virtually no direct contact between the retailers and company
which shows a communication gap.
Opportunities
It has got a great chance to penetrate to the rural areas as it has not
been intensively exploited by all other competitors in terms of
market share
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.
Threats
Local companies like celesty, Amrit have their manufacturing
concerns in Orissa. So when there will be a demand for their
product, they immediately replace the orders. but at vadilal it took
little time to place the orders
Lack of advertisements and signboards
All the vadilal ice-cream products are full of demand in the market.
but when some special products are out of stock in the market, then
it is difficult in the part of retailers and distributors to meet the
consumer’s demand. Seeing the unavailability of the products for
some days, the consumers prefer other brands.
Data Interpretation
Question 1:- W h i c h b r a n d o f i c e c r e a m d o y o u p r e f e r t h e m o s t ?
Vadilal 16 32%
Amul 28 56%
Creambell 3 6%
Other 3 6%
Total 50
32%
56%
6% 6%Vadilal Amul Creame bell Other
Interpretation:-
From the above table and pie chart it is clear that 56% people prefer Amul,32% people preferred
vadilal,6% people prefer cream bell and 6% people prefer other brand. So in market Amul is a
big competitor of vadilal.
QUESTION2:-Which flavor do you prefer the most of Vadilal ice cream?
Chocolate 16 32%
Vanilla 17 17%
Strawberry 12 12%
Other 5 10%
32%
34%
24%
10%
Column1Chocolate Vanilla Strawberry Other
Interpretation:-
From the above table and pie chart it is clear that vanilla is the most preferred flavor with 34%
followed by chocolate 24% strawberry 10% and other 10%
Question 3 ) : - How it taste?
Excellent 29 58%
Good 21 42%
Poor 0 0%
58%
42%
Column1Excellent Good Poor
Interpretation:-
From above table and pie chart we can say that 58% of people said that ice cream taste are excellent and 42%of people said that good.
Q u e s t i o n 4 ) : - When do you usually go for eating an ice-cream?
When you want 34 68%
occasionally 16 32%
68%
32%
Column1When you want occasionally
Interpretation:-
From the above table and pie-chart we can say that 68% consume ice-cream when they want and
32% consume ice cream in occasionally.
Q u e s t i o n 5 ) : - Which factors do you take in consideration while buying the ice-cream?
Taste 15 30%
Brand 16 32%
Flavor 16 32%
Price 3 6%
Advertising 0 0%
Packaging 0 0%
31%
33%
33%
3%
SalesTaste Brand Flavor Price
Interpretation:-
From the above table and pie chart we can say that some factors affect the buying behavior of
consumers like as 33% people follow brand,31 follow%taste,33% follow flavor and 3% follow
price. these factors play vital role in purchasing behavior of consumer.
Q u e s t i o n 6 ) : - How much amount you spend on ice cream every month?
(individually)
More than 100 30 60%
Less than 100 20 40%
60%
40%
Column1More than 100 Less than 100
Interpretation:-
From the above table and pie chart we can say that 60% people spend there money more than
100 in ice cream while 40% people spend there money less than 100 in ice cream.
Question 7 ) : - With whom usually go out for ice cream?
Family 33 66%
Friends 14 28%
Alone 3 6%
66%
28%
6%
Column1Family Friends Alone
Interpretation
From the above graph it can be seen that consumer are influence more by family (66%) followed by friends (28%) and alone (6%). It means g e n e r a l l y p e o p l e l i k e d t o s h a r e t h e i r f e e l i n g s w i t h t h e i r v e r y c l o s e person. Influenced by this reason vadilal offers more family packs and party packs for his consumers.
Question 8 ) : - The purchasing decision of your ice cream is?
Planned 27 54%
Suddened 21 42%
56%
44%
Column1Planned Sudened
Interpretation
From the above table and graph we can say that 44% of people are take sudden decision to purchase an ice cream and remaining only 56% of people made planning before purchasing ice cream.It means ice cream tastes are rich and delicious. It’s a original taste. So people do not control themselves without eating an ice cream and theygo suddenly to eating a ice cream.
Question 9 ) : - From where did you come to know about the new flavor of vadilal ice
cream?
Transit media 11 22%
Print media 39 78%
22%
78%
SalesTransit Media Print Media
Interpretation:-From the above table and pie chart we can say that 78% of people are seeing through transit media while 22% people are seeing advertising of vadilal through print media.T h i s m a y h e l p t h e m i n increasing their sales and also its cost effectiveness. So, company should give more attractive advertisement in newspaper, magazines etc. and in television.
Question 10) Do you agree that Vadilal brand need publicity or advertising to run or
to stand in a market?
Yes 36 72%
No 14 28%
84%
16%
Column1Yes No
Interpretation:-
From the above table and graph we can say that 84% of people said that ice cream brand need publicity or advertisement to company for run or to stand in an ice cream market.other remain 16% of people said no.its means there is extremely need for publicity or advertising to company for run or to stand in market.
Question 11) Would you like to change your flavor?
Yes 14 28%
No 34 68%
68%
71%
Column1Yes No
INTERPRETION:-
From the above table and pie chart we can say that 40%people like to change their flavor. while
others remaining 60% of people like to stick with their flavors. It means company should try to
make more and more rich and delicious different flavors which are available in market.
Question 12) Would you like to switch over to any other brand?
Yes 17 34%
No 33 66%
34%
66%
Column1Yes No
Interpretation
From the above table we can say that 34% of people switch over their brand to any other brand while 66% people don’t switch over their brand.
Question1 3 ) What are your suggestions to the company that gives discounts?
To increase sales 14 28%To increase more
potential buyer
12 24%
competition 7 14%No suggestion 17 34%
28%
24%14%
34%
SalesTo increase sales To increase more potential buyercompetition No suggestion
Interpretation:-From the above table and pie chart we can say that according to 34% people they don’t gave any suggestion,28%people said that company should give to increase sales 24%people said that company should increase more poteintial buyer and 14% people said that company needed comption in the market.Competition and increased more potential buyers.
Question 14):- Is your chosen brand available everywhere?
Yes 39 78%
No 11 22%
78%
22%
Column1Yes No
FINDING
The performance of Vadilal is good in the market but not more than Amul. 32% of
respondents choose vadilal as their favorite brand,56% of respondents choose Amul as
their favorite brand and rest of them, 6% of respondents choose cream bell as their
favorite brand, (6%) choose other brands.
It has been found from the survey that customers expect some products of vadilal
specially like 32% of people chocolate flavor of vadilal 17% people like vanilla flavor of
vadilal and 12% people like strawberry flavor of vadilal.The other product have a
demand below 12%.so the company should reposition its existing product line for
enhancing sale.
In my survey i found that 30% respondents choose vadilal for taste. In research according
to 58% people vadilal excellent in taste while according to some people vadilal good in
taste. In my survey I found 68% of respondents purchase ice-cream when we want to
purchase ice cream while 32% of respondents purchase ice-cream occasionally.
In my my research work I found that 30 % people like vadilal in taste,32% people like
vadilal in brand and 32% people like vadilal in flavor these factors affect the purchasing
behavior of consumers.
In consumer survey I found that 60% people spent there money more than 100 in ice-
cream while 40% people spent there money less than 100.
In survey i found some people enjoy ice-cream with there family members and some
people enjoy ice crème with there friend. according to research 68% people enjoy ice-
cream with there family and 6% people enjoy ice cream in alone.
According to 54% people they planned about purchasing of ice cream while according to
42% people they don’t planned about purchasing of ice cream, they purchase ice-creame
according to there need.
In that survey I found that price does effect their purchasing of ice-cream.
In Aligarh region the awareness of new brand/flavor come through words of mouth.
Conclusions
Consumer like vadilal ice-cream but Amul is a big competitor of vadilal.so If vadilal want success in the market than that its implement in there policies and launced new flavors in market.
vadilal does not having better delivery system in comparison to Amul but it is having
better delivery system in comparison to mother dairy system.
amul is giving high margin to the retailers in comparison to vadilal. According to survey in Aligarh region, the offers and schemes effect the purchasing
very much. In Aligarh region the awareness of new brand/flavor come through words of mouth.
Vadilal should improve his promotional tools and should create attraction between the consumers and there products.
The quality of packaging of vadilal product is not better than Amul.
If vadilal Make plastic package for family packs and Increase in flavors and more new flavor should be lunched. Than consumers easily familiar with vadilal.
SUGGESTIONS AND RECOMMENDATIONS
If vadilal Increase production and make proper delivery because sometimes desired
flavors are not available. In market Amul is a big competitor of vadilal.
If vadilal has to add new flavor with change in time so it easily make consumer loyalty
toward there products. Something new should be offered to attract the market.
If the company should also give equal importance to quality at considerable price
targeting students primarily. They have to given some of beneficial schemes to
their customers frequently.
If it provide special economic packs should be offered to customers who are taking in
bulk for parties to increase the brand loyalty.
Vadilal is a brand name and it is very popular but from the survey I found that there is
need to more frequent advertisement particularly through T.V.media , through
advertisement are not consider directly in buying, but it is essential to promote the sales.
If the company should restructure its distribution channel as some of the customers don’t
get the preferred flavor on time from the retail shops and Resort to aggressive marketing
campaign.
If vadilal provide lunch vadilal softly and improve candy and cone range.
Vadilal should have to give advertisement more frequently.They should introduce more
schemes to attract customers.
The company must try to follow the mass penetration strategy penetrating to the rural
areas where the regional players are leading the market.
The company must go for promotional activities to create awareness and increase sales in
inaccessible areas and market respectively.
If the company must try to give more offers to the retailers and to the customers to attract
them.
If the company should mainly focus on pricing while considering middle class people as
aligarh mainly constitutes of middle class people.
CONSUMER SURVEY OF CONSUMERS PREFERENCES TO THE BRAND OF
VADILAL ICE-CREAME
Personal deta i l s : -
Name-
Age-
Gender-
Educat ion-
Profess ion-
Mari ta l s ta tus -
1 ) Which brand of ice cream do you prefer the most?
□ Vadilal □ Amul
□ Cream bell □ Other
2)Which flavor do you prefer the most of vadilal ice-cream?
□ Chocolate □ Vanilla
□ Strawberry □ Other
3 ) How it taste?
□ Excellent
□ Good
□ Poor
4 ) When do you usually go for eating an ice-cream?
□ When you want □ occasionally
5 ) Which factors do you take in consideration while buying the ice-cream?
□ Taste □ Brand
□ Flavour □ Price
□ Advertising □ Packaging
6 ) How much amount you spend on ice cream every month?(individually)
□ Less than 100 □ More than 100
7 ) With whom usually you go out for ice cream?
□ Family
□ Friends
□ Alone
8 ) The purchasing decision of your ice cream is?
□ Planned □ Saddened
9 ) From where did you come to know about the new flavor of vadilal ice cream?
□ Transit Media (Railways, Buses) □ Print Media (Newspaper, Magazines etc.)
10) Do you agree that Vadilal brand need publicity or advertising to run or to stand in a market?
□ Yes □ No
11) Would you like to change your flavour?
□ Yes □ No
12) Would you like to switch over to any other brand?
□Yes □ No
1 3 ) What are your suggestions to the company that gives discounts?
□ To increase sales □ competition
□ To increase more potential buyer □ No suggestion
14) Is your chosen brand available everywhere?
□ Yes □ No
Bibliography
Books
C.R. Kothari(research methodology)
Websites
Google.com
www.Vadilal.Com
www.Amul.com
Baskin Robbins.com
Customer on Different Ice-Cream Parlors