Table : 4.

3 (I)
Fig. 4.3.(I)

Brand of ice cr eam Kwal it y W alls Consu mer swith to when they
don’ t ge t k wal it y w alls ice creams

160
140
120
100
80
60
40
20
0
Rollick Baskin Amul Red ribbon Bigones
Robins

Brands

Analysis and Inter pr etation :

From the above Chart it can be said that 149 points are scored in total by
Amul. Baskin Robins get 125 points in total. Rollick gets 108 points. 91 points
are scored in total by Bigones and 69 by Red ribbon.
Hence, Interpretation can be made that If Kwality Walls is not
available then Consumer will choose Amul as their first choose after Kwality
Walls. Then comes Baskin Robins in their preference list. After that comes
Rollick. Bigones gets the fourth place and Reb ribbon with 69 points is the last
choice of consumers if any of the other above mentioned brands is no
available.
If Bigon es Ice cream is not Availa ble then the foll owing Response
are giv en.
Table 4.4.(J)

Bigones Kwality Baskin Amul Red ribbon Rollick

Walls Robbins
Not 37 49 59 45 65
Available

Fig 4.4 (J)

Brand of ice cr eam Bigones Con sumer swith to when they donot
get B igones Ice Cr eams.
70
60
50
40
30
20
10
0
Kw ality Walls Baskin Robins Am ul Red ribbon Rollick

Brands

Analysis and Inter pr etation :

From the above Chart it can be said that 65 points are scored in total by
Rillick. Amul gets 59 points in total. Red ribbon gets 45 points. 40 points are
scored in total by Baskin Robbins and 37 by Kwality Walls.
Hence, Interpretation can be made that If Bigones is not
available then Consumer will choose Rillick as their first choose after Bigones.
Then comes Amul in their preference list. After that comes Red Ribbon.
Baskin Robbins gets the fourth place and Kwality Walls with 37 points is the
last choice of consumers if any of the other above mentioned brands are no
available.
If Rol li ck Ice cr eam is not Avai labl e then the fol lowin g Response
are giv en.
Table 4.5.(K)

Rollick Kwality Baskin Amul Red ribbon Bigones

Walls Robbins
Not 45 39 77 50 69
Available

Fig 4.5 (K)

Br and of ice cream R ol li ck Consumer s with to when they donot

get Roll ick Ice Creams.

90
80
70
60
50
40
30
20
10
0
Kw ality Walls Baskin Robins Am ul Red ribbon Bigones

Brands

Analysis and Inter pr etation :

From the above Chart it can be said that 69 points are scored in total by
Bigones. Amul gets 77 points in total. Red ribbon gets 50 points. 45 points are
scored in total by Kwality Walls and 39 by Baskin Robbins.
Hence, Interpretation can be made that If Rollick is not available
then Consumer will choose Amul as their first choose after Rollick. Then
comes Bigones in their preference list. After that comes Red Ribbon. Kwality
Walls gets the fourth place and Baskin Robbins with 39 points is the last
choice of consumers if any of the other above mentioned brands are no
available.
If Red Ri bbon Ice cream is not Availa ble then the fol lowing
Response ar e giv en.

Red Kwality Baskin Amul Rollick Bigones

Ribbon Walls Robbins
Not 55 50 64 78 70
Available
Table : 4.6 (L)
Fig 4.6 (L)

Brand of ice cr eam Red Rib bon Con sumer swith to when they
donot get Roll ick I ce Cream s.

90
80
70
60
50
40
30
20
10
0
Kw ality Walls Baskin Robins Am ul Rollick Bigones

Brands

Analysis and Inter pr etation :

From the above Chart it can be said that 78 points are scored in total by
Rollick. Bigones gets 70 points in total. Amul gets 64 points. 55 points are
scored in total by Kwality Walls and 50 by Baskin Robbins.
Hence, Interpretation can be made that If Red Ribbon is not
available then Consumer will choose Rollick as their first choose after Red
Ribbon. Then comes Bigones in their preference list. After that comes Amul.
Kwality Walls gets the fourth place and Baskin Robbins with 50 points is the
last choice of consumers if any of the other above mentioned brands are no
available.
CONSUME RS AN ALYSIS
Sec tion B
Out of the 16 8 Respon dents ta ken as sa mp le siz e, f oll owing
response was giv en to the question .
Rank in a 5 po ints scale whi ch fla vor of ice cream do y ou lik e the
most
Table 4 (M)

Flavors Strawberry Vanilla Chocobar Kaiser Butter

pista
480 449 620 532 492
Fig. 4 (M)

Fla vor of I ce cr eam most pref er red b y consumers

700
600
500
400
300
200 Series 1
100
0
Flavor Straw berry anilla Choco-bar aiser pista Butter
scotch

Flavors

Analysis and Inter pr etation :

Out of the 5 most liked flavors of Ice creams taken for the study Choco-bar
gets 620 points. Kaiser pista gets 532 points. Butter scotch gets 492 points,
strawberry gets 480 points and Vanilla gets 449 points.
Hence interpretation can be made that consumers are most inclined
towards Choco-bar flavor the most, followed by Kaisar pista then in the list
comes Butter scotch, strawberry and vanilla flavors rank 4 th and 5th in the
study made.
CONSUME RS AN ALYSIS
Sec tion B
Out of the 16 8 Respon dents ta ken as sa mp le siz e, f oll owing
response was giv en to the question .
Rank in a 7 po ints scale whi ch facto rs which made you but your
favour ate br and of Ice Cream.
Taste Brand na me of fers Heal th restri ctions P ackag ing F amily and
Friend Pr ice

Table 4 (N)
Taste Brand Offers Health Packaging Family & Price
name Restriction Friends
1042 743 526 651 616 456 718

Fig. 4 (N)

Factors af fect ing consumers cho ice of f avour ate br and of I ce

Cr eam

1200
1000
800
600
400
200
0 Series 1
Brand

Family &
Taste

name

Price
Offers

Packaging
Restriction

Friends
Health

Factors

Analysis and Inter pr etation :

Of the 7 factors into consideration in the study. Taste gets 1042 points,
Branch name 743 points, Price gets 718 points, Health restriction gets 651
points packaging gets 616 points family & Friends gets 456 points and offers
get 526 points.
Hence interpretation can be made that Consumers decision to
purchase their favourate brand of Ice creams is highly influenced by taste.
Nest comes Brand name, brand which can position itself appropriately in
consumers mind is liked the most. Nest comes Price. After price consumers
see health as prime factor in their decision to go for a brand, Packaging or the
way a Ice cream itself comes fifth, offers attract consumers second last and
last factors to influence a consumer is his/ her family and friends.
CONSUME RS AN ALYSIS
Sec tion B
Out of the 16 8 Respon dents ta ken as sa mp le siz e, f oll owing
response was giv en to the question .
Q. Is your decisi on to but ice cr eams influenc ed by various
adv er tisements and log os in the R etai l outlets.

Yes No

Table 4 (O)

Yes No
93 75

Fig. 4 (O)

Influ ence of Adv ertisements and Logos in R etai l outlets on

Cons umers.

100
80

60
40 Series 1
20

0
Yes No

Responses

Analysis and Inter pr etation : Out of the 168 Respondents analyzed 93

Respondents are influenced by advertisements and logos in the retail outlets
and 75 are not influenced.

Hence interpretation can be made that large number of

respondents are influenced by point of sales purchase/logos and
advertisements in the Retail outlets which might change their decision to
purchase a brand of ice cream.