A study on the consumer’s buying
behaviour for frozen yogurt.
Submitted to Prof. Bianka Roy
Submitted By:-
Pranshu Mittal (148)
Rohit Aggarwal (150)
Swati Singh (165)
Vikash Singh (176)
Table of Contents
Sr No.
Topics Page No.
1 Introduction 1
2 Objectives of the Study 2
3 Research Methodology 4
4 Limitations 5
5 Data 6
6 Finding of the Study 8
7 Conclusion 18
8 Annexure 20
9 Bibliography 22
Introduction:
Frozen yogurt is a frozen dessert containing yogurt. It has slightly more tart than
ice cream, as well as lower in fat. It is popular for taste as well as health reasons
as it is scientifically proven that probiotic bacteria like Lactobacillus, which are
present in yogurt, help prevent Travellers' Diarrhoea and it is beneficial to have
yogurt after completing a course of antibiotic medication, if you are going
through one. Usually frozen yogurt is offered with fresh berry toppings, which
are rich in anti-oxidants.
In India Cocoberry was the first frozen yogurt company chain that started
business in 2009 in 2 cities and now it has now grown to 7 cities with 32 outlets.
In last few months many national and international brands have launched frozen
yogurt like US-based yogurt brand Red Mango followed by Canadian yogurt
chain Kiwi Kiss, which had forayed in the Indian market last year and most
recently by Amul who launched frozen yogurt under the brand name Flaavyo in
two flavours - mango and strawberry. Amul going to give serious competition
as it launched the product across 70,000 outlets across India as compared to
against nearly 40 outlets managed by other companies.
Since the first frozen yogurt store opened in 2009, the Frozen Yogurt market is
still in pre mature stage and not fully developed and according to a study
conducted by the Tata Strategic Management Group, the size of the Indian
health and wellness food market will rise to Rupees 550 billion by 2015, from
an estimated Rupees 101 billion in 2010 - a growth of 35-37 per cent. Seeing
the current market scenario and the decision of the government to allow 100%
FDI in single retail business outlet, Berrylite, the Singapore yogurt major, has
decided to open its frozen yogurt chain in India.
Berrylite is a fast-growing retailer of all-natural fat-free frozen yogurt lifestyle
concept. Berrylite creations are based on its light, refreshing, and of the right
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taste which is 100 per cent fat-free frozen yogurt imported directly from the
USA. The yogurt mixes are shipped in liquid form, so that they are able to
retain all the live and active cultures. It has developed more than 50 flavours of
frozen yogurt (such as Green Tea, Dark Chocolate, pistachio). To add on to the
healthiness, Berrylite boosts the yogurt concept with the most fresh fruit
toppings (pomegranate, passion fruit, and pomelo) which are cut fresh daily at
each store, and are never frozen. Berrylite current offering includes Frozen
Yogurt, Yogurt Parfait, Yogurt Smoothies, Coffee, Tea and Fruit Juices. The
main usp of Berrylite is that it is the only company that sells authentic frozen
yogurt which is never made from powder and all products are certified by the
National Yogurt Association in USA.
Berrylite offering frozen yogurt to people of Singapore wants to enter Indian
market. In this context, a study on consumer behaviour of Indian people towards
frozen yogurt was conducted to understand the buying behaviour and
preferences of consumers. Understanding the consumer behaviour would
help formulating strategies to open their chain of frozen yogurt in India
catering to the needs of the consumer. Consumer’s taste and preference
change rapidly, especially in a dynamic environment. Keeping in view the
importance of consumer behaviour and consumption pattern, the present study
was undertaken with the following objectives.
Objectives of the Study:
The first objective of this research is to help out Berrylite to find the consumer’s
preference regarding frozen yogurts. The second objective is to find out the
brand preference and brand loyalty. The third objective is to find out the factors
influencing consumer buying behaviour while purchasing frozen yogurts. The
fourth objective of the research was to find out channel of distribution to adopt
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for selling frozen yogurt. The fifth objective of the research was to find the right
marketing strategy to use for launching and promotion of Berrylite.
Berrylite being a frozen yogurt company feels that the consumer buying
behaviour might depend upon the following factors:
Flavour and toppings : As one of the main reason for popularity of frozen
yogurt is that it is served with different flavours and toppings according to
customers’ need, So availability of consumer’s choice of flavour and topping
might influence where he or she buy’s frozen yogurt from.
Availability of Stores: As in India frozen yogurt was first launched in 2009
and there are only around 40 stores where frozen yogurt is sold, this might
influence the buying pattern of frozen yogurt among consumers.
Price: Before buying any goods and services the most important factor that
influence consumer’s decision process is price, therefore price might be a factor
considered before buying frozen yogurt.
Quality: The consumer buying behaviour of frozen yogurt might depend upon
the freshness, the taste and the value of the money received by the customer.
Service: It’s an important factor which might influence consumer decision to
buy frozen yogurt and is also one of the factor which leads to repeated sales.
Ambience: It includes the lighting in the store, the music being played, the
decorations, the seating arrangement which generally influence the buying
decision of the consumer and a major reason for repeated sales.
Advertisement: Generally advertisement is the first interaction of the
company with its customer which helps to bring new customer, educate them
about the offering of the company, tries to build brand loyalty and only a
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successful advertisement campaign leads to success of the company. Therefore
advertisement might play an important factor in consumer buying behaviour for
frozen yogurts.
Research methodology:-
Research strategy involves the structured collection of data from a sizeable
population. A survey was carried out to the customers of frozen yogurt in South
Delhi area, to gain a true picture of their behaviour and attitude towards frozen
yogurt and estimating the same for population.
This type of research is uncertain type of research where problem or opportunity
are uncertain type which means objective is clear but courses of action along
with outcomes are not known.
Research design includes:
1) Variables: - In this research we find, dependent variable is consumer
buying behavior (sales) and independent variable is Flavor and Toppings,
Availability of Stores, Price, Quality, Service, Ambience and
Advertisement.
2) Sampling plan: - To study the buying behavior of consumers towards
frozen yogurt products sample size of 104 was taken. Stratified sampling
method was used in which the first group was made where frozen yogurt
outlet is available and second group were frozen yogurt outlet is not
available. The sample was collected from localities of South Delhi where
the respondents were approached randomly.
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3) Collection and Analysis of Data: - To evaluate the objectives of the
study, required data were collected from primary source in Delhi region.
The questionnaire instrument was used for collecting primary data, which
was highly structured & normally undisguised. The questionnaire was
designed in such a manner that respondents do not experience difficulty in
answering the questions and at the same time the questions were reliable,
valid and sensitive.
The analysis of the data was done by using statistical tools i.e. Mode,
Percentage, Annova, T-test and Chi-square.
Limitations:- As all the research has some limitation this research’s
limitations are researcher is trying to estimate about the population from
sample, the research was limited to only South Delhi region and the
response of only 104 respondents were collected.
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DATA:
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RespondentID Age Gender Brand Flavour Strawberry Blackberry Blueberry Rasberry Kiwi Mango Pineapple Almonds Walnut Chickoo Pomegranate Oreo Tast Packing Spending Vist Consumption Group Reason Sitting Serving ambience Advertising1 22 1 1 5 1 2 4 3 5 1 1 40 4 1 1.5 4 1 2 1 22 22 1 1 3 1 5 4 2 3 1 2 75.5 4 1 4 4 1 3 1 23 22 1 3 2 2 5 1 4 3 1 1 150.5 1 1 1.5 1 2 2 1 24 22 1 1 2 1 3 2 4 5 2 1 75.5 1 2 1.5 2 1 2 1 15 22 1 3 4 1 5 4 2 3 1 2 75.5 4 2 1.5 2 2 2 2 56 22 1 3 6 5 3 2 1 4 1 1 40 4 1 1.5 2 1 2 1 37 22 1 3 1 1 2 4 3 5 1 1 40 12 1 4 4 1 2 1 28 22 2 2 2 1 2 4 3 5 2 1 40 4 1 1.5 2 1 2 1 29 16.5 1 3 2 3 4 2 1 5 1 2 40 4 1 1.5 2 1 2 1 110 22 1 3 1 5 1 2 4 3 1 1 40 4 2 4 2 1 2 1 211 22 2 2 2 1 4 3 2 5 1 2 75.5 7.5 1 4 4 1 2 1 212 35.5 1 1 5 1 4 2 5 3 1 1 40 7.5 1 8 1 1 3 1 413 22 2 2 6 2 4 1 3 5 2 1 75.5 4 1 1.5 2 2 2 1 114 22 1 3 2 3 5 2 4 1 1 2 75.5 7.5 1 4 4 1 2 1 215 22 1 3 2 1 5 4 3 2 1 2 150.5 4 2 4 2 2 2 1 416 22 1 3 2 1 2 3 5 4 1 2 40 1 1 4 3 2 1 1 217 22 2 2 6 1 2 4 3 5 1 1 40 1 1 1.5 3 1 1 1 218 22 2 2 2 1 2 3 4 5 1 1 40 1 1 4 1 2 2 1 519 22 2 2 5 1 2 3 5 4 1 1 75.5 7.5 2 1.5 1 2 3 2 320 22 2 3 6 5 3 1 4 2 1 2 75.5 1 1 4 2 1 1 1 221 22 2 1 1 1 4 2 3 5 1 1 40 4 1 4 2 1 1 1 422 22 1 3 6 3 2 1 4 5 1 2 75.5 7.5 1 4 4 1 4 2 223 22 1 3 2 1 3 2 4 5 2 1 40 12 1 4 2 1 2 1 224 22 2 1 2 1 2 4 3 5 1 1 150.5 1 1 1.5 2 1 2 1 225 22 1 1 6 2 3 4 1 5 1 1 150.5 4 1 4 2 1 2 1 426 22 2 1 4 1 5 2 4 3 1 2 75.5 1 2 4 2 2 4 1 327 22 2 1 3 5 3 1 2 4 1 1 150.5 4 1 1.5 2 1 1 1 328 22 1 3 4 3 2 4 5 1 1 1 75.5 1 1 4 2 1 1 1 229 22 1 3 4 1 3 2 4 5 1 2 40 1 2 4 2 1 2 1 230 22 2 1 3 2 3 4 5 1 1 1 75.5 1 1 1.5 2 1 2 1 331 22 1 1 2 5 4 3 2 1 1 2 75.5 7.5 2 4 2 1 2 1 132 22 1 1 3 1 4 2 5 3 1 1 75.5 4 2 1.5 2 1 2 1 333 22 2 1 2 5 1 2 3 4 1 2 150.5 7.5 2 4 2 1 1 1 334 22 1 3 6 3 5 4 2 1 1 2 75.5 4 2 4 2 2 2 2 235 22 2 1 2 1 3 2 5 4 1 2 75.5 4 2 4 2 1 2 1 236 22 1 3 4 5 4 1 2 3 1 2 40 4 2 4 2 2 3 2 337 35.5 2 1 6 4 5 2 1 3 1 2 75.5 4 2 1.5 4 2 2 1 138 22 2 1 2 1 2 5 3 4 2 1 75.5 4 1 4 2 1 1 1 239 35.5 2 1 6 1 5 4 3 2 1 1 75.5 7.5 2 1.5 4 2 2 2 140 35.5 1 1 3 3 4 5 1 2 1 1 75.5 7.5 2 1.5 4 2 2 1 141 16.5 1 1 2 4 1 2 3 5 1 2 75.5 7.5 2 1.5 1 2 3 2 142 22 2 1 2 4 5 2 1 3 1 1 75.5 4 2 1.5 1 1 2 1 343 22 2 3 6 3 4 5 2 1 1 1 40 4 2 4 2 1 1 1 144 22 1 3 1 1 2 3 4 5 1 1 40 4 2 4 2 2 2 1 145 22 1 3 3 5 1 2 4 3 1 2 75.5 1 1 1.5 2 1 3 1 246 22 2 1 3 4 1 2 3 5 2 1 150.5 4 1 4 1 1 2 1 247 22 1 1 3 1 2 3 3 4 1 1 75.5 1 2 1.5 2 2 1 1 548 35.5 1 1 3 5 3 2 1 4 1 2 150.5 4 1 4 2 1 2 1 249 22 1 1 6 5 3 1 4 2 2 1 150.5 1 2 4 2 1 3 1 250 35.5 1 1 3 4 5 2 3 1 1 1 275.5 4 1 4 1 2 2 1 151 35.5 1 1 3 1 2 3 5 4 1 1 150.5 4 1 1.5 2 1 2 1 252 16.5 2 3 3 4 2 3 5 1 2 1 150.5 1 1 1.5 2 1 3 1 1
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53 35.5 2 1 4 1 4 2 5 3 2 1 150.5 4 1 4 4 1 2 1 654 35.5 1 3 3 5 1 4 2 3 1 1 150.5 4 1 2 2 1 4 1 255 22 1 1 2 1 3 4 5 2 1 1 75.5 4 2 4 2 1 2 1 456 22 1 2 3 2 4 3 1 5 2 1 150.5 4 1 4 2 1 2 1 157 35.5 2 2 5 2 1 4 5 3 1 1 150.5 1 1 1.5 4 2 1 1 258 22 1 1 3 4 5 2 3 1 2 2 40 1 2 4 1 1 3 1 459 35.5 1 2 3 2 4 1 5 3 1 1 150.5 4 2 1.5 4 1 2 1 460 22 2 1 4 2 4 1 5 3 1 1 75.5 4 2 4 2 1 2 1 161 35.5 1 1 3 3 4 1 2 5 1 1 75.5 4 1 4 1 1 2 1 462 16.5 2 1 2 3 4 2 5 1 1 2 150.5 4 1 4 1 2 1 1 263 35.5 1 2 1 1 4 2 5 3 2 1 150.5 7.5 1 8 2 2 3 1 264 22 1 3 4 4 3 5 2 1 2 2 75.5 12 2 1.5 3 1 5 1 365 22 2 2 6 3 2 4 5 1 1 2 40 1 2 4 4 2 4 2 466 35.5 2 3 5 2 1 5 4 2 2 1 275.5 12 1 8 4 2 2 1 167 16.5 2 2 3 5 4 3 1 2 1 2 150.5 4 2 1.5 1 2 2 2 268 22 2 1 1 1 5 2 3 4 2 1 75.5 4 2 4 3 2 2 2 369 35.5 1 2 4 4 1 5 2 3 1 2 150.5 4 2 4 4 1 1 1 170 22 2 3 6 5 2 4 1 3 2 1 275.5 7.5 2 4 3 2 3 2 171 35.5 1 1 2 4 5 2 3 1 2 1 150.5 4 2 4 1 2 1 2 472 16.5 2 3 6 2 5 1 4 3 2 2 75.5 4 2 4 4 2 4 2 273 22 1 1 3 3 1 4 2 5 1 1 75.5 4 2 1.5 2 1 2 1 274 22 1 3 3 4 1 3 5 2 1 2 150.5 4 2 8 4 2 3 1 175 35.5 2 2 2 2 5 3 1 4 2 1 275.5 4 2 8 2 2 2 2 276 22 2 2 5 3 5 4 2 1 1 1 150.5 1 2 1.5 2 1 1 1 477 22 1 2 6 3 2 4 5 1 2 2 75.5 4 1 4 1 1 2 1 278 35.5 1 2 3 1 5 3 4 2 1 1 150.5 4 1 1.5 2 1 1 1 479 22 1 1 2 1 4 2 5 3 2 1 75.5 1 1 4 4 1 1 1 280 35.5 1 1 1 4 1 2 5 3 1 1 75.5 4 1 4 4 1 2 1 481 22 1 1 4 1 4 3 2 5 1 2 150.5 4 1 4 2 1 1 1 282 22 2 1 2 2 1 3 4 5 1 2 150.5 7.5 1 8 1 2 3 1 283 35.5 2 2 5 4 2 1 5 3 2 1 40 4 1 4 2 2 2 1 284 22 1 2 3 1 5 3 2 4 2 1 150.5 7.5 2 4 4 2 2 2 385 22 2 3 6 3 2 4 1 5 1 1 150.5 4 2 4 2 1 1 1 286 22 1 2 3 2 1 3 4 5 2 1 75.5 4 1 4 2 1 2 1 487 22 2 3 6 2 3 4 1 5 2 2 75.5 4 1 4 2 1 4 1 488 22 1 1 5 2 5 3 1 4 2 2 40 1 1 1.5 1 1 1 1 189 35.5 1 3 2 4 2 1 5 3 1 2 75.5 4 2 4 2 2 5 2 490 55.5 1 1 1 2 5 1 4 3 1 2 40 1 2 8 4 1 3 2 291 35.5 1 1 4 1 3 2 4 5 1 1 150.5 1 1 1.5 3 1 3 1 392 22 2 3 6 5 2 3 1 4 1 2 75.5 1 1 1.5 4 1 2 1 193 35.5 2 2 6 1 2 3 4 5 1 1 75.5 7.5 2 1.5 3 2 2 2 494 35.5 2 3 4 2 3 4 1 5 1 2 40 1 2 4 4 1 3 2 395 22 2 2 3 4 2 1 3 5 2 2 275.5 12 2 4 3 2 5 1 296 22 1 3 2 1 5 2 4 3 1 1 75.5 1 2 8 3 1 4 1 497 35.5 2 3 4 2 5 3 1 4 2 1 75.5 4 2 1.5 2 1 3 2 398 16.5 1 2 6 1 3 2 4 5 2 1 150.5 7.5 2 1.5 2 2 5 1 199 22 1 1 2 5 2 1 3 4 1 1 75.5 4 1 4 4 1 2 2 1
100 35.5 1 1 3 4 1 5 2 3 1 2 150.5 1 1 1.5 2 1 1 1 4101 16.5 1 3 4 1 2 5 3 4 2 1 75.5 4 2 4 1 2 2 1 4102 55.5 1 2 2 1 2 5 3 4 2 2 275.5 12 2 4 1 2 5 2 1103 35.5 1 3 2 5 1 4 2 3 3 2 75.5 4 1 8 2 1 3 2 1104 35.5 2 1 1 5 2 4 1 3 2 150.5 7.5 1 8 3 1 4 1 4
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Findings of the Study:
1. Demographic Profile of The Respondents: The analysis of
demographic characteristics of the sample is presented in Table 1. Table 1
shows that the sample was dominated by males in their youth (19-25).Therefore
the target customer of the company should be youth that is people in age group
of 19-45.
Table 1: Demographic Characteristics of the Sample
Frequency Percent
Age
15-18 8 7.7
19-25 66 63.46
26-45 28 26.92
46-65 2 1.92
Total 104 100
Gender
Male 61 58.65
Female 43 41.35
Total 104 100
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2. Does type of Flavour chosen of frozen yogurt depends upon age:
H0 : The type of Flavour chosen of frozen yogurt does not depend upon age.
H1 : The type of Flavour chosen of frozen yogurt does depend upon age.
Table 2. Age * Most preferred flavour Cross-tabulationCount
Most preferred flavour Totalplain chocola
teblueber
rystrawber
ryGreen apple
mango
Age
16.5 0 3 2 1 0 2 822.0 5 20 14 8 4 15 6635.5 3 4 9 5 4 3 2855.5 1 1 0 0 0 0 2
Total 9 28 25 14 8 20 104
Table 3. Chi-Square TestsValue df Asymp.
Sig. (2-sided)
Pearson Chi-Square 14.350a 15 .499Likelihood Ratio 14.826 15 .464Linear-by-Linear Association
1.064 1 .302
N of Valid Cases 104
From the Table 2 and 3, it was found that the chi value i.e. 499 > 0.05 at 95%
confidence level. Hence, the researcher rejects the alternative hypothesis that
the type of Flavour chosen of frozen yogurt does depend upon age. Thus, people
in different age groups do not have a particular preference for flavour of frozen
yogurt and company should provide all the flavours to its customer.
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3. Preference for Toppings:
Strawberry Blackberry Blueberry Rasberry Kiwi Mango Pineapple Almonds Walnut Chickoo Pomegranate OreoValid 63 45 63 33 30 73 45 35 62 18 27 25
Missing 41 59 41 71 74 31 59 69 42 86 77 791 1 2 5 5 2 3 2 3a 3a 3a 4
Table 4
N
Modea. Multiple modes exist. The smallest value is shown
Table 4 shows how many people prefer which toppings and from the mode of the preference (1 being most preferred and 5 being least preferred) it can be concluded that 70% people prefer mango and out of it most of people prefer mango as 2nd topping whereas 60% people prefer strawberry and out of it most of them prefer strawberry as 1st preference.
4. Preference of frozen yogurt brand depends upon taste of frozen yogurt:
H0 : The choice of brand of frozen yogurt does not depend upon taste of frozen yogurt.
H1 : The choice of brand of frozen yogurt does depend upon taste of frozen yogurt.
Table 5. Most Preferred brand of frozen yogurt * You like frozen yogurt to taste Cross-tabulation
CountYou like frozen yogurt to taste
Total
sweet tart
Most Preferred brand of frozen yogurt
Cocoberry
34 11 45
Yogurberry
12 12 24
Amul 25 10 35Total 71 33 104
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Table 6. Chi-Square TestsValue df Asymp.
Sig. (2-sided)
Pearson Chi-Square 4.962a 2 .084Likelihood Ratio 4.760 2 .093Linear-by-Linear Association
.273 1 .601
N of Valid Cases 104
From Table 5 & 6 it was found that chi-value i.e. 0.085 > 0.05 at 95% confidence level. Hence, the researcher rejects the alternative hypothesis that the choice of brand of frozen yogurt does depend upon taste of frozen yogurt. From the analysis, it is found that respondents do not select the brand of frozen yogurt based upon how the frozen yogurt tastes i.e. either sweet or tart.
5. The average number of times a respondent goes to frozen yogurt outlet in a month depends upon the service time:
H0: µ1=µ2=µ3=µ4=µ5
H1: µ1≠µ2≠µ3≠µ4≠µ5
µ1 : The average number of times a respondent goes to frozen yogurt outlet in a month who strongly agrees that service time plays important role.µ2 : The average number of times a respondent goes to frozen yogurt outlet in a month who agrees that service time plays important role.µ3 : The average number of times a respondent goes to frozen yogurt outlet in a month who are neutral to service time plays important role.µ4 : The average number of times a respondent goes to frozen yogurt outlet in a month who disagrees that service time plays important role.µ5 : The average number of times a respondent goes to frozen yogurt outlet in a month who strongly disagrees that service time plays important role.
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Table 7. ANOVAIn a month on an average you visit frozen yogurt outlet
Sum of Squares
Df Mean Square
F Sig.
Between Groups
192.981 4 48.245 7.516 .000
Within Groups
635.516 99 6.419
Total 828.498 103
From Table 7, it was found that sig. i.e. is 0.00 < 0.05 at 95% confidence level.
Hence, the researcher rejects null hypothesis that there is µ1=µ2=µ3=µ4=µ5.
From further analysis, it was found that almost 70% of respondents agree that
service time is an important factor and therefore the company should focus on
providing good service to its customers which will eventually lead to their brand
loyalty and help the company to increase its profit.
6. The average number of people in a group depends upon the reason for which they go to frozen yogurt outlet:
H0: µ1=µ2=µ3=µ4
H1: µ1≠µ2≠µ3≠µ4
µ1 : The average number of people in a group who visit frozen yogurt outlet for quick snack.µ2 : The average number of people in a group who visit frozen yogurt outlet for hang out with friends.µ3 : The average number of people in a group who visit frozen yogurt outlet for affordable luxury.µ4 : The average number of people in a group who visit frozen yogurt outlet for health reason.
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Table 8. ANOVAyou visit frozen yogurt in a group of
Sum of Squares
Df Mean Square
F Sig.
Between Groups
6.592 3 2.197 .610 .610
Within Groups
360.098 100 3.601
Total 366.690 103
From Table 8, it was found that the sig. value i.e. 0.610 > 0.05 at 95% confidence level. Hence we reject our alternative hypothesis that is µ1≠µ2≠µ3≠µ4. From analysis it was found that though the average number of people in group who go to frozen yogurt outlet is same across reason for visit to frozen yogurt outlet but 50% respondents go to hang out with their friends and therefore outlet should be spacious and comfortable.
7. The decision to sit inside the outlet or leave the outlet depends upon the reason the respondents go to frozen yogurt outlet:
H0: The decision to sit inside the outlet or leave the outlet does not depend upon the reason the respondents go to frozen yogurt outlet.
H1: The decision to sit inside the outlet or leave the outlet does depends upon the reason the respondents go to frozen yogurt outlet.
Table 9. After buying you like * For what reason do you visit frozen yogurt outlet Cross-tabulationCount
For what reason do you visit frozen yogurt outlet Totalquick snack
hang out with friends
affordable luxury
for health reason
After buying you like
sit and enjoy 7 39 5 15 66just buy and leave the outlet
11 13 5 9 38
Total 18 52 10 24 104
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Table 10. Chi-Square TestsValue df Asymp. Sig.
(2-sided)Pearson Chi-Square 8.464a 3 .037Likelihood Ratio 8.385 3 .039Linear-by-Linear Association
.269 1 .604
N of Valid Cases 104
Table 11. You want frozen yogurt ambience to beFrequen
cyPercent Valid
PercentCumulative
Percent
Valid
welcoming, attractive and friendly
81 77.9 77.9 77.9
shabby/it doesn't matter
23 22.1 22.1 100.0
Total 104 100.0 100.0
From the Table 9 & 10, it was found that chi-value i.e. 0.037 < 0.005 at 95%
confidence level. Hence we reject our null hypothesis that the decision to sit
inside the outlet or leave the outlet does not depend upon the reason the
respondents go to frozen yogurt outlet. From analysis , it is clear the decision to
sit inside the outlet or leave the outlet does depend upon the reason the
respondents go to frozen yogurt outlet and 50% respondents go to hang out with
friends and 63% respondents like to sit in the outlet also from Table 11, it is
interpreted that 77.9% respondents want the ambience of the store to welcoming
and friendly therefore the company should ensure that there is proper sitting
arrangement, good lighting, good music and overall ambience is attractive in the
outlet.
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8. The relation between the average spending and the preference for packing of frozen yogurt:
H0: µ1=µ2
H1: µ1≠µ2
µ1 : The average spending of respondent who want frozen yogurt to be served from machine.µ2 : The average spending of respondent who want frozen yogurt to be packed like ice-cream.
Lower UpperEqual variances assumed
0.98 0.325 0.774 102 0.441 9.3034 12.02253 -14.54325 33.15001
Equal variances not assumed
0.787 92.946 0.434 9.3034 11.82774 -14.18434 32.7911
Std. Error Difference
95% Confidence Interval of the
Difference
How much do you average do you spend
Table 12. Independent Samples TestLevene's Test for
Equality of t-test for Equality of Means
F Sig. t dfSig. (2-tailed)
Mean Differen
ce
From 12, it was found that sig. value i.e. is 0.325 > 0.005 at 95 % confidence level. Hence, the researcher reject the alternative hypothesis that is µ1≠µ2
.Therefore the company Berrylite known whose main usp is that it sells authentic frozen yogurt which is never made from powder should serve the frozen yogurt outlet from machines.
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9. The relation between the average spending and the respondent response to, “will there be increase in consumption if frozen yogurt outlet was easily available?”:
H0: µ1=µ2
H1: µ1≠µ2
µ1 : The average spending of respondent whose consumption will increase if frozen yogurt outlet was easily available.µ2 : The average spending of respondent whose consumption will not increase if frozen yogurt outlet was easily available.
Lower UpperEqual variances assumed
.063 .803 -.082 102 .935 -.97111 11.84108 -24.45783 22.51561
Equal variances not assumed
-.082 98.183 .935 -.97111 11.89643 -24.57864 22.63642
Std. Error Difference
95% Confidence
How much do you average do you spend
Table 13. Independent Samples TestLevene's Test for t-test for Equality of Means
F Sig. t dfSig. (2-tailed)
Mean Difference
From table 13, it was found that sig. value i.e. 0.803 > 0.005 at 95% confidence level. Hence, the researcher rejects alternative hypothesis that is µ1≠µ2 . From the analysis, it is clear that average spending of respondent whose consumption will increase with respect to average spending of respondent whose consumption will not increase is same therefore the company should open limited number of outlets during launch only in those areas where its target market is more and slowly increase its outlets.
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10. Advertisement:
Table 14. Statisticsyou came to know
about current frozen yogurt outlet from
In a month on an average you visit
frozen yogurt outlet
How much do you average do you
spend
NValid 104 104 104Missing 0 0 0
Mode 2 4.00 75.50
From Table 14, it was found that respondents came to know about frozen yogurt brand through friends/family and the average money they spent is 75.5 and average times they visit frozen yogurt outlet is 4 times a month, which shows there is lack of advertising efforts by the brand which affects respondents average amount spend and average times they visit in a month and the company should advertise massively to increase brand awareness and spending.
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Conclusions of the Study:
The term frozen yogurt was first introduced to Indian market when Cocoberry opened its outlet in India in 2009 and since the many more companies have entered in frozen yogurt market and started expanding their outlet throughout the country. Seeing the growth potential Berrylite, the Singapore yogurt major, has decided to open its frozen yogurt chain in India. Berrylite offering includes Frozen Yogurt, Yogurt Parfait, Yogurt Smoothies, Coffee, Tea and Fruit Juices. The main usp of Berrylite is that it is the only company that sells authentic frozen yogurt which is never made from powder and all our products are certified by the National Yogurt Association in USA.
Therefore to help the Berrylite to start its business and understand customer buying behaviour the research was conducted in South Delhi region. The primary data was collected of 104 respondents which were stratified accordingly first group was made were frozen yogurt outlet is available and second group was made were frozen yogurt outlet is not available. The variables taken to study consumer buying behaviour were Flavour and Toppings, Availability of Stores, Price, Quality, Service, Ambience and Advertisement. These variables were analysed using Mode, Percentage, Annova , T-test and Chi-square statistical tools.
After the analysis of all the data collected, it was concluded that Berrylite should mainly focus on the age group of 19-45 years as these people mostly visit the frozen yogurt outlets. In terms of flavour, the respondents do not have a particular choice, so all the flavours should be available equally. But in case of toppings, Mango” and “strawberry” are the two most preferred options. And whether the yogurt is sweet or tart, it doesn’t affect the brand preference of the people.
Service plays an important role in the number of visits of the people as is clearly depicted from the survey results. So, the service provided, the staff and the ambience, everything should be well- maintained. Also, most of the people go to these outlets for hanging out with their friends and like to sit and eat in the outlet itself. So, the company should focus on their outlets too and make them spacious and attractive.
Berrylite should give yogurts fresh from the machines as the people prefer those yogurts and that will increase their consumption. Also, in the beginning they
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should open limited number of outlets, only in the areas, where the demand is more because the availability of outlets doesn’t have much effect on the consumption.
But to create awareness among the people regarding the brand awareness and awareness regarding the product and its benefits, Berrylite should advertise massively.
Using all these data and information, Berrylite should create their strategies and policies so as to establish themselves well in the frozen yogurt category.
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Annexure:
Questionnaire
Age:
Gender:
Q. 1) Which brand of frozen yogurt do you most prefer to buy?
Q.2) Which is the most preferred flavour of frozen yogurt?
Q.3) Out of the following Toppings rank your top 5 preference of toppings (1 most preferred & 5 Least preferred)
Q.4) You like your frozen yogurt to taste?
Q.5) You like frozen yogurt to be?
Q.6) How much average do you spend when you visit frozen yogurt outlet?
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15-18 19-25 26-45 46-65
Male Female
Cocoberry Yogurberry Amul
Plain Chocolate Blueberry Strawberry Greenapple
Mango
Strawberry Blackberry Blueberry Rasberry
Kiwi Mango Pineapple Almonds
Walnut Chickoo Pomegranate Oreo
Sweet Tart
Fresh from machine
Packed liked ice creams
30-50 51-100 101-200 201-350
Q.7) In a month on an average how many time do you go to frozen yogurt outlet?
Q.8) If frozen yogurt outlet was easily available will it increase your weekly consumption?
Q.9) You visit frozen yogurt outlet in group of?
Q.10) For what reason do you visit frozen yogurt outlet mostly?
Q.11) After buying Frozen yogurt you like to?
Q.12) Service time plays an important role before selecting a frozen yogurt outlet.
Q.13) You want the frozen yogurt outlet ambience to be?
Q.14) You came to know about your current frozen yogurt brand through?
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0-2 3-5 6-9 10-14
Yes No
1-2 3-5 6-10
Quick Snack Hang out with friends Affordable luxury For health reasons
Sit and enjoy in outlet You just buy and leave the outlet
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Welcoming, attractive and friendly
Shabby/It doesn't matter you
Newspaper/ Magzines Friends/ Family Hoardings
Internet/ Social Sites
Tv Ads Other:
Bibliography:
1. http://news.indiamart.com/story/frozen-yoghurt-brand-berrylite-eyes-india-expansion-franchise-route-151174.html
2. http://articles.economictimes.indiatimes.com/2011-11-30/news/30458816_1_india-entry-restaurant-chain-restaurant-brands
3. http://www.franchiseindia.com/interviews/international/Freezing-profits-with-frozen-yogurt-423/
4. http://www.cocoberry.co.in/home.aspx?pgid=1
5. http://www.berrylite.com/
6. http://yogurberry.in/?p=intro.intro
7. http://articles.timesofindia.indiatimes.com/2012-01-23/india/30654773_1_ice-cream-market-total-ice-cream-sales-yogurt
8. http://news.indiamart.com/story/amul-eyes-emerging-frozen-yogurt-market-launches-frozen-yogurt-154100.html
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