•BY - MANASI MOHANDAS
•ROLL NO - HRD1916313
A STUDY ON •RESEARCH FACULTY - DR.VAIBHAV PATIL
CUSTOMER •RESEARCH GUIDE - DR.G.GOPALAKRISHNAN
PERCEPTION OF
NATURAL ICECREAM
COMPARED TO
OTHER ICE-CREAM
IN MUMBAI REGION
INTRODUCTION TO COMPANY
• Started as a 300-sq-ft ice cream parlor at Juhu, a northwest Mumbai suburb, founded by
Raghunandhan S Kamath in 1984, the brand is a runaway success. It now has 89 franchise outlets
across West and South India. A unique feature about the ice creams manufactured by Natural Ice
Cream is that they contain no artificial flavors, no preservatives or stabilizers, only fresh fruit pulp
or dry fruits.
• This is more in competition with premium and super premium ice cream brands in the market. It
competes more with say a Haagen-Dazs than an Amul or a Havmor.
• According to Natural’s FY18 revenue stood at Rs 129 crore and it is on track to cross Rs 150 crore in
the coming years. Furthermore, they are planning to launch another 125 stores over the next five
years focussing on northern part of the country.
PROJECT REVIEW
• Customer perception is an ambiguous and abstract concept. Consumers buy what they
perceive, and what they perceive is heavily influenced by what factors that lead them to
purchase the product.
•It is a marketing concept that encompasses a customer’s impression, awareness or
consciousness about a company or its offerings.
• This research is conducted to understand the consumer behavior ,factors affecting in
the purchase decision and satisfaction level of Natural ice-cream.
•Thus this paper identifies the suitable attributes for Natural ice-cream to make Naturals
as a leader in ice-cream industry.
*The data is collected through secondary data by google docs to approximately 100 respondents .
RESEARCH OBJECTIVE
1. To study the factors influencing purchase decision of Natural ice cream.
2. To study consumer buying behavior of natural ice cream.
3. To study the satisfaction level of natural ice cream.
RESEARCH PROBLEM
The success or failure of market of ice creams, to a certain extent depends on the
customer behavior and level of satisfaction derived from the consumption of the
product and also the nature and the type of competition in the market.
There are different levels of satisfaction derived by different set of customers;
hence a brief study on the level of satisfaction from the consumption of Natural ice-
creams in Mumbai city has been selected for the purpose of study.
RESEARCH GAP
As this study is conducted using questionnaire method and
mostly relied upon primary and secondary data ,there are
some gap to meet the desired objectives of this paper.
Sometimes people tend to give false option in the survey and
hence authenticity of this research paper might get lost.
LITERATURE REVIEW
1. “A Project Report on customer satisfaction with reference to vesta ice cream in Thrissur, Kerala”
done by Mr. Gio Joy analyzed the customer satisfaction which helped
the organization to find out the weakness in their activities.
2. Mr. Aslam Khan (2015) Mahamaya Technical university, Lucknow did a project on “Consumer
perception about AMUL ice cream in comparison to VADILAL ice-cream in Ghaziabad” .This report
shows that customers are highly price and quality sensitive in Ghaziabad.
3.“Consumers’ perceptions and awareness towards ice cream as functional food with respect to
Ahmedabad City, India “ is a collaborated work done by Manishkumar B Tadhani,Sunny P Shah and
Paresh M Karia which studied on consumer awareness and perceptions towards ice cream as a
functional food with functional food properties.
RESEARCH METHODOLOGY
RESEARCH DESIGN : Descriptive research design
DATA SOURCES : Primary and Secondary data. Primary data were collected from
respondents through Questionnaire Survey Method. While the secondary data was
collected from the Research articles, Research papers, Journals and Review of Internet.
METHOD : Survey
INSTRUMENT : Questionnaire
SAMPLING METHOD : Convenience Sampling method is used for data collection.
• SAMPLE UNIT: A combination of Students, Employed and Self-
employed are included as Sample unit.
• SAMPLING SIZE : 100
• AREA : Mumbai
• STATISTICAL TOOLS USED: Chi-square Test was performed as a
Statistical tool using SPSS Software.
HYPOTHESIS OF RESEARCH STUDY
a) Ho : There is no significance relationship between price and buying behavior.
b) Ho: There is no significance relationship between taste and buying behavior.
c) Ho : There is no significance relationship between promotion and buying
behavior.
d)Ho : There is no significance relationship between quality and buying behavior.
e) Ho :There is no significance relationship between availability of flavours and
buying behavior. UREVIEW OF LITERATURE
QUESTIONNAIRE
DATA ANALYSIS
From these graph
we can
understand that
most of the
respondents who
did the survey are
male and they are
aged between 18-
25.
OCCUPATION
Frequency Percent Valid Percent Cumulative Percent
Valid Student 58 58.0 58.0 58.0
Employed 33 33.0 33.0 91.0
Self-employed 9 9.0 9.0 100.0
Total 100 100.0 100.0
From the table it is seen that 58 % respondents are students; 33 %
respondents are employed, and rest 9 % respondents are self-employed.
Classification based on preferred ice-cream flavour
This table shows that
chocolate is the most
preferred flavour
chosen by the
respondents and then
comes butterscotch,
vanilla etc.
Classification based on impression of respondents upon Naturals
compared to another brand
From the table it is
evident that 62%
people consider
Natural as a
healthy brand,29 %
feels that Naturals
as a brand is
trustworthy and 9%
of people
impersonate
Naturals as easily
available brand
From this we
analyse that
From this graph ,we
respondents
could understand
consider price of
that many
Naturals ice-cream
respondents
is too much and not
consider “Taste” as
likely.
a average
From this we
could interpret
that quality of
Natural ice-cream
is extremely liked
by the
respondents.
HYPOTHESIS TESTING
CHI-SQUARE TEST
1 )H0 – There is no significant relationship between price and buying
decision of Natural Ice-cream.
• H1 - There is significant relationship between price and buying
decision of Natural Ice- cream.
Interpretation: The chi-square
significance value is .000 which is less
than .05 which shows that there is
relationship between price and
buying decision of Natural ice-cream
Hence Accept H1, Reject H0.
2) H0 - There is no significant relationship between taste and buying
decision of Natural Ice-cream
• H1 - There is significant relationship between taste and buying
decision of Natural Ice-cream
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 113.979 a
15 .000
Likelihood Ratio 25.244 15 .047
N of Valid Cases 101
a. 16 cells (66.7%) have expected count less than 5. The minimum expected count is .01.
Interpretation: The chi-square significance value is .
000 which is less than .05 which shows that there is
relationship between taste and buying decision of
Natural ice-cream.
Hence Accept H1, Reject H0.
3) H0 – There is no significant relationship between Promotion and
buying decision of Natural Ice-cream.
H1 - There is significant relationship between Promotion and buying
decision of Natural Ice-cream.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 73.688 a
25 .000
Likelihood Ratio 34.387 25 .100
N of Valid Cases 101
a. 29 cells (80.6%) have expected count less than 5. The minimum expected count is .02.
Interpretation: The chi-square significance
value is .000 which is less than .05 which shows
that there is relationship between promotion
and buying decision of Natural ice-cream.
Hence Accept H1, Reject H0.
4) H0 – There is no significant relationship between Quality and buying
decision of Natural Ice-cream.
H1 - There is significant relationship between Quality and buying
decision of Natural Ice-cream.
Chi-Square Tests
Value d Asymp. Sig. (2-sided)
Pearson Chi-Square 117.830 a
15 .000
Likelihood Ratio 32.791 15 .005
N of Valid Cases 101
a. 16 cells (66.7%) have expected count less than 5. The minimum expected count is .01
Interpretation: The chi-square significance value
is .000 which is less than .05 which shows that
there is relationship between quality and buying
decision of Natural ice-cream.
Hence Accept H1, Reject H0.
b. .
5) H0 – There is no significant relationship between Availability of
flavours and buying decision of Natural Ice-cream.
H1 - There is significant relationship between Availability of flavours
and buying decision of Natural Ice-cream.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 138.416 a
30 .000
Likelihood Ratio 48.358 30 .018
N of Valid Cases 101
a. 32 cells (76.2%) have expected count less than 5. The minimum expected count is .01
Interpretation: The chi-square significance
value is .000 which is less than .05 which
shows that there is relationship between
availability of flavours and buying decision of
Natural ice-cream.
Hence Accept H1, Reject H0.
b. .
LIMITATION OF THE STUDY
Sample Composition: The 100 respondents chosen may not accurately
represent the whole population.
Sample Area is Restricted to Mumbai City only.
Information as reported by the respondents may be Prejudiced.
Out of Whole Research and Analysis, only major factors which affect the
buying decision of consumers have been considered, leaving aside the non-
major factors.
FINDINGS
• Most of the respondent fall under the age of 18-25 years of both Male and Female and majority are
students.
• From the Research it is found that most respondents are willing to spend Rs. 50-100 in a month to
purchase an ice-cream.
• From the Research it is found that price , taste and quality are the important factors that influence the
purchase decision for ice-cream followed by Flavor, Price and Brand.
• From the Research it is found that most respondents prefer to have ice cream in Cones and Bar/Stick
• From the Research it is found that the top 3 brand preferred by respondents are Amul, Naturals & Mother
Dairy. Naturals being the second most preferred ice-cream brand.
• From the Research it is found that the most important factor for Natural being the most preferred ice-
cream brand is that people impersonate Naturals as Healthy brand.
LEARNING OUTCOMES
• Learned how to carry on how to make an effective research paper.
• Studied about various kind of statistical test used in making the research
paper.
• Insightful knowledge about the company and found out some ways to
improve their sales.
• Learned how consumer view their product and their purchasing behaviour
through this study.
• Capacity to analyze and evaluate research work
RECOMMENDATION
1.There should be various kind of flavors available in each season. Naturals should
be able to provide desired flavors as per the customers requirement.
2. Naturals should do more advertisement by Television or Print media for more
product promotion of ice-cream to compete with growing competitors.
3.They should open more outlets in different parts of the country.
CONCLUSION
By this research we could tell that Naturals have been successful in creating a
healthy impression on people’s mind. Price, quality and taste is very much
satisfied by the respondents and by this research we could identify that all
these factors have major influence in buying decision of Natural ice-cream.
The most favoured ice-cream flavour chosen by respondents was chocolate
followed by butterscotch and vanilla. By extensive promotional activities,
they can increase their sales and become the topmost brand in ice-cream
industry.
BIBILIOGRAPHY
• https://www.livemint.com/mint-lounge/features/raghunandan-kamath-the-ice-cream-man-1157
4999226309.html
• https://www.entrepreneur.com/article/340226
• https://economictimes.indiatimes.com/news/company/corporate-trends/how-raghunandan-kam
ath-made-natural-ice-cream-a-50-crore-business/articleshow/11401955.cms
THANK YOU
