Fdocuments - in Kwality Wall Ice Cream

Submitted in the partial fulfillment for the award of
Bachelor of Business Administration (BBA)

(2007-2010)
SUBMITTED BY:
Kumar Sourabh
BBA - Final
Regd. No. : 2007.GIM/A.90
GURU NANAK INSTITUTE OF MANAGEMENT & IT

ROAD NO-73, PUNJABI BAGH,
NEW DELHI- 110026
(Approved By: Guru Nanak Dev University)

1
CERTIFICATE
This is to certify that “CUSTOMER SATISFACTION WITH

KWALITY WALL’S” carried out by KUMAR SOURABH as a part
of the requirements of Bachelor of Business Administration (BBA)
Programme. This study is being submitted for approval to the Guru
Nanak Institute of Management & IT.
I declare that the content of the above mentioned project are original and
no part of this project has been submitted for the award of any degree or
BBA programme.
KUMAR SOURABH

2
GUIDE CERTIFICATE
This is to certify that the project titled “CUSTOMER SATISFACTION WITH

KWALITY WALL’S ICE CREAM” is an original work of Mr. Kumar Sourabh
Enrollment student of Guru Nanak Institute of Management & IT, New Delhi
submitted in partial fulfillment of the requirements for the award of Bachelor of
Business Administration (BBA). (2007-2010) under the guidance of the committee.
.
Signature of committee members Signature of HOD
Ms. Riti Passi Ms. Maninder Kaur
Ms. Manpreet Kaur
Director
Prof. J. S. Gujral

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ACKNOWLEDGEMENT
It is indeed of great moment to pleasure to express my senses of per found gratitude &
indebt ness to all the people who have been instrumental in making my project a rich
experience. I got the opportunity to do a challenging project with kwality wall’s. The
project is the important part of our study and gives us a real practical exposure to the
corporate world and it is almost impossible to do the same without the guidance of
peoples in and around us.
I am thankful to my project guide Ms. Manpreet Kaur & Ms Riti Passi for her
guidance during my project. I am also thankful to my College Director Prof. J.S.
Gujral for giving me chance to get such an experience and giving me chance to get an
industrial experience.
I would like to take this opportunity to extend my heartfelt gratitude to the
managing member of Kwality Wall’s. The entire experience has been very
encouraging and will certainly help me stand in good stead throughout my Career in
Future.
Kumar Sourabh
BBA - Final

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CONTENTS
Topics Page No.
INTRODUCTION TO INDUSTRY
Executive Summary 6
Importance of customer satisfaction 7
History of ice cream 8
Ice Cream Industry profile 9
Segmentation and Growth 10
Myths Regarding Ice creams 11
INTRODUCTION TO ORGANISATION
Introduction to HUL 14
Introduction to Kwality Wall’s 15
Consumption Process 16
Consumer Preferences 18
4 p’s of Kwality Wall’s 19
Swot Analysis 29
Competitors profile 31
RESEARCH AND METHODOLOGY

Analysis of the study 33
Findings 53
Suggestions 54
Future of Ice Cream Market 55
Limitation of Study 56
Bibliography 57
Annexure 58

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EXECUTIVE SUMMARY
Kwality Wall’s was launched in 1995 as Hindustan Unilever Ltd ‘s. master brand for
ice creams. With in-depth knowledge of the Indian market and Unilever’s state-of-
the-art technology, Kwality Wall’s has been delivering superior quality products
under its international brands. Hindustan Unilever started by merging 6 existing ice
cream brands in the country and then launched Kwality Wall’s range of ice creams
and frozen desserts.
The Global Scoop
 Unilever is the world's biggest ice cream manufacturer, with an annual

turnover of €5 billion
 Heart brand products are sold in more than 40 countries. The Heart brand
operates under different names in different markets (Wall's in the UK and
most parts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil,
and Ola in the Netherlands)

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IMPORTANCE OF CONSUMER SATISFACTION
The needs to satisfy customer for success in any commercial enterprise is very
obvious. The income of all commercial enterprise is derived from the payments
received for the products and services supplied to its customers. If there is no
customer there is no income and there is no business. Then the core activity of any
company is to attract and retain customers. It is therefore no surprise that Peter
Drucker the renowned management Guru, has said, “To satisfy The customers are
the mission and purpose of every business”.
Satisfaction of customer is essential for retention of customer’s and for continuous
sales of the products and services of the company to customers. This establishes the
needs for and the importance of customer satisfaction. The satisfaction of consumers
is different from one to another. Became, each consumer has the different behaviour
in their life. So, the marketer satisfies the consumer, he must very well know the
behavior of consumer.

7
HISTORY OF ICE-CREAMS
Ice cream's origins are known to reach back as far as the second century B.C.,
although no specific date of origin nor inventor has been indisputably credited with
its discovery. We know that Alexander the Great enjoyed snow and ice flavored with
honey and nectar. Biblical references also show that King Solomon was fond of iced
drinks during harvesting. During the Roman Empire, Nero Claudius Caesar (A.D.
54-86) frequently sent runners into the mountains for snow, which was then flavored
with fruits and juices. Over a thousand years later, Marco Polo returned to Italy from
the Far East with a recipe that closely resembled what is now called sherbet.
Historians estimate that this recipe evolved into ice cream sometime in the 16 th
century. England seems to have discovered ice cream at the same time, or perhaps
even earlier than the Italians. "Cream Ice," as it was called, appeared regularly at the
table of Charles I during the 17th century. France was introduced to similar frozen
desserts in 1553 by the Italian Catherine de Medici when she became the wife of
Henry II of France. It wasn't until 1660 that ice cream was made available to the
general public. The Sicilian Procopio introduced a recipe blending milk, cream,
butter and eggs at Café Procope, the first café in Paris.

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ICE CREAM INDUSTRY PROFILE
Ice-cream
The Indian ice cream market was earlier reserved for the small-scale sector. It was
opened to large-scale manufacture only in 1997. Since then the market has been
witnessing fierce battles and huge investments on the part of major players in cold
chains and infrastructure. The overall industry has been growing at a sluggish rate of
3-4 %. But the organized sector has been growing in the region of 15 % over the last
five years.
Introduction
The ice cream market growth picked up after de-reservation of the sector in 1997.
Of the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector
valued at Rs 4.9bn, rest all is with the unorganized sector. Among the major players
in this industry Hindustan Unilever has a market share of around 50%, represented
mainly by Kwality Walls brand. Amul with an estimated market share of 35% is
rapidly gaining market share, Vanilla is the player in the national market with 8-9%
of the market share. And lastly Dins haw’s having market share of 3 – 4%.
Production area
In rural areas, kulfis / ice creams made by small / cottage industry are popular. The
market for organized sector is restricted to large metropolitan cities. In small towns
and villages, there are thousands of small players who produce ice- creams / kulfis in
their home backyard and cater to the local market. Almost 40% of the ice creams
sold in the country are consumed in the western region with Mumbai being the main
market, followed by 30% in the north and 20% in the south.

9
Growth promotional activities
The Indian government adopted the policy of liberalization regarding the ice cream
industry also and it is since then that this sector has shown an annual growth ranging
from 15- 20% per annum for last 1- 2 year.
Segmentation of Ice cream Market
Indian Ice Cream market can be segmented in three different ways, namely on the
basis of flavors; on the basis of stock keeping units / packaging and on the basis of
consumer segments. On the basis of flavors the market today has a number of flavors
like vanilla, strawberry, chocolate, mango, butterscotch a number of fruit flavors, dry
fruit flavors traditional flavors like Kesar- Pista, Kaju- Draksh etc.
The market is totally dominated by Vanilla, Strawberry and chocolate, which
together account for more than 70% of the market followed by butterscotch and other
fruit flavors.
Indian Ice Cream Industry Growth

Year Crore
1997-98 500
1998-99 575
1999-2000 661.25
2000-2001 760.43
2001-2003 874.49
2003-2004 1005.66
Indian Ice-cream industry growth
1200
1000
800
Rs. Crore
600 crore
400
200
0 GURU NANAK INSTITUTE OF MANAGEMENT & IT
1997-98 1998-99 1999- 10 2000- 2001- 2003-
2000 2001 2003 2004
year
MYTHS REGARDING ICE-CREAMS
Some of us believe that ice cream is a fattening given the product’s soft and creamy
texture. However, fat is only about 5% by volume of Kwality Wall’s Ice Cream.
The role of fat is to give body to the ice cream and to give it a good texture and taste.
Kwality Walls gives children lower calories than some of their other favourite
snacks.
FOOD PRODUCTS CALORIES

Kwality Wall’s Vanilla Cup (80 ml) 72 Kcal
Soft Drinks (300 ml) 191 Kcal
Chocolate (40 gm bar) 219 Kcal
Potato Chips (28 gms) 136 Kcal
Rasmalai (50 gms – 2 pieces) 130 Kcal
Gulab Jamuns (75 gms – 2 pieces 198 Kcal

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250 219
191 198
200
136 130
150
CALORIES
100 72
50
0
K WALLS ICE SOFT DRINKS CHOCLATE CHIPS RASMALAI GULABJAMUN
CREAM
Ice Cream Cause Cold and Cough?
Most of us assume that ice creams lead to sore throats, cold and phlegm. This is a
myth, and most prevalent in the Indian Sub continent where ice creams were
manufactured by small scale industries, which lacked suitable manufacturing and
distribution infrastructure.
Common cold is caused by viral infection, which has nothing to do with temperature
(as most doctors will also tell us). Science has shown that only ice creams made of
non-pasteurized milk and cream, in unhygienic conditions and sold unwrapped can
cause such problems. This is true for only cheap, branded / unbranded ice creams
often sold outside schools.
Kwality Wall’s are trying to change this myth by educating consumers and sparing
no efforts to strive to ensure that superior quality products reach consumers.

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Ice Cream Industry completely safe from Recession
Even as various industries are wilting under the heat of recession, the ice cream
industry is firming up for higher growth this summer. Major ice cream
manufacturers such as Amul, Kwality wall’s, Mother Dairy who have a
presence nation wide, expects The Indian ice cream industry is estimated to be
worth nearly Rs2,000 crore. Organised players account for around 45% of this
share, which comes to Rs900 crore," as reported by Mr. RS Sodhi, CGM,
Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF). GCMMF
owns the Amul brand.
"Amul has 25% share in the national ice cream market.” It is the market leader
in Gujarat where its market share is 35%."
Vadilal Industries Ltd claims that the ice cream industry will beat all
recessionary trends and register at least 25% growth in this season.
INTRODUCTION TO HINDUSTAN UNILEVER LIMITED
Hindustan Unilever Limited (‘HUL’), formerly Hindustan Lever Limited (it was
renamed in late June 2007 as HUL), is India's largest Fast Moving Consumer Goods
company, touching the lives of two out of three Indians with over 20 distinct
categories in Home & Personal Care Products and Foods & Beverages. These
products endow the company with a scale of combined volumes of about 4 million
tones and sales of nearly Rs. 13718 crores.
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HUL is also one of the country's largest exporters; it has been recognized as a
Golden Super Star Trading House by the Government of India.
The mission that inspires HUL's over 15,000 employees, including over 1,300
managers, is to "add vitality to life." HUL meets everyday needs for nutrition,
hygiene, and personal care with brands that help people feel good, look good and get
more out of life. It is a mission HUL shares with its parent company, Unilever,
which holds 52.10% of the equity. The rest of the shareholding is distributed among
360,675 individual shareholders and financial institutions.
HUL's brands ‐ like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,
Sunsilk, Clinic, Pepsodent, Close‐up, Lakme, Brooke Bond, Kissan,
Knorr.Annapurna, Kwality Wall's – are household names across the country and
span many categories ‐ soaps, detergents, personal products, tea, coffee, branded
staples, ice cream and culinary products. These products are manufactured over 40
factories across India. The operations involve over 2,000 suppliers and associates.
HUL's distribution network comprises about 4,000 redistribution stockists, covering
6.3 million retail outlets reaching the entire urban population, and about 250 million
rural consumers.
KWALITY WALLS
HUL introduced Kwality Wall's Softy Ice Cream range in the year 2000. Kwality
Wall's is the leading ice cream brand in India. The objective was to target all
consumer segments covering all social and economic groups and to provide them
with a superior quality, hygienic, soft and creamy ice cream that is easily accessible
at a very affordable price of just Rs 5. HUL was looking for an organization that

14
could understand its specific needs and provide top quality sugar cone manufacturing
equipment for its various centre across India.
With a design process that has evolved over time to ensure maximum performance
and efficiency along with a presence in the major cities across India, R&D was
everything HLL asked for. HUL provided them with top class machines to
manufacture high quality cones for their Softy ice-cream and helped HUL gain cost
efficiency and higher profitability.
THE THREE STAGES IN CONSUMPTION PROCESS OF

ICE- CREAM
Pre-purchase:- Brand image, Health issues, suitability
Brand image of the ice cream - The consumer considers the kind of image the brand
that he is going to purchase depicts. It has to suit certain status symbol, quality and

15
any other personal brand requirements that the consumer may have. It is important
that the brand maintains good will, satisfactory to the consumer
Health Issue to ice creams relating-The modern consumer is highly health conscious
and is becoming aware of the rising health issues and its impacts. It is important that
the brand satisfies this need of the consumers and ensures health related gains rather
than loss. About which we will be discussing further in this report.
Suitability – The product should suit the taste, flavor and ingredients that are in line
with the consumer needs and wants.
Purchase:-Price, Environment, Service
Price of ice cream -Price should be affordable and the product should provide
money’s worth in terms of quality, quantity and consumer satisfaction. as kids also
form a main segment of our section a proper care should be given as far as pricing is
concerned.
Environment-The environment should be such that the consumer wants to stay there
and spent some time.
Service- The service should be fast so that the customer waiting time should be less
and leads to their satisfaction and results in formation of good brand image.
Post-purchase:- Quality, Satisfaction, Store experience
Quality of ice cream – the quality of the ice cream delivered certainly plays a vital
role in determining whether the customer will re purchase the brand or not. The
quality and taste of ice cre7am determines the satisfaction level of the customer and
hence plays a vital role in determining his approach towards the product.

16
Satisfaction from ice cream- well satisfaction is a holistic picture the total experience
of the customer with the brand considering various factors as mentioned above and
then finally arriving at a conclusion saying whether he is satisfied or not from the
product.
CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to
purchase, from where to purchase, and how much to purchase. In order to become a
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successful marketer, he must know the liking or disliking of the customers. He must
also know the time and the quantity of goods and services, a consumer may
purchase, so that he may store the goods or provide the services according to the
likings of the consumers. Gone are the days when the concept of market was let the
buyer’s beware or when the market was mainly the seller’s market. Now the whole
concept of consumer’s sovereignty prevails. The manufacturers produce and the
sellers sell whatever the consumer likes. In this sense, “consumer is the supreme in
the market”.
As consumers, we play a very vital role in the health of the economy local, national
or international. The decision we make concerning our consumption behavior affect
the demand for the basic raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of resources and
success of some industries and failures of others. Thus marketer must understand
this.
Preference (or "taste") is a concept, used in the social sciences, particularly
economics. It assumes a real or imagined "choice" between alternatives and the
possibility of rank ordering of these alternatives, based on happiness, satisfaction,
gratification, enjoyment, utility they provide. More generally, it can be seen as a
source of motivation. In cognitive sciences, individual preferences enable choice of
objectives/goals.
The study of the consumer preference not only focuses on how and why consumers
make buying decision, but also focuses on how and why consumers make choice of
the goods they buy and their evaluation of these goods after use. So for success of
any company or product promotion it is very necessary to depart its concentration
towards consumer preference.
4 PS’ OF KWALITY WALL’S

PRODUCTS

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Product is the first of the four P’s of the marketing , Though each of the four p has
its unique position in the marketing mix of the firm , product has a very special
position as it constitutes substantive elements in any marketing offer . The other
elements of marketing price and promotion are normally employed to make product
offering unique and distinct. Product is the number one weapon in the marketing.
Kwality walls have wide range of products from scoop to family packs.
CORNETTO
Cornetto comes with rich creamy top through the crispy wafer cones.It is the most
popular brand of kwality walls and specially target for young at heart. Cornetto
comes in 4 mouthwatering flavours:-
 SNACKERS
 FLIRTY STRAWBERRY
 BUTTER SCOTCH
 CHOCO FUDGE
FEAST

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Feast is one of the most powerful brand of kwality wall’s and targeted for
youngsters. The outside of feast is choclate covering with raisins, nuts and
almonds. Feast comes in exciting flavours of
CHOCOBAR
CHOCOLATE
ALMOND FUDGE
FRUIT N NUT
PADDLE POP
Paddle pop is made to give refreshing sensation that its customers i.e. Children may
never forget. It comes in magical flavor of:-
 BLACK GRAPE JELLY
 CANDY CAKE XPLOSION
 CHOCO BERRY NOVA
 CHOCO VANILLA
MOO
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Moo is targeted for those extra caring mom bacause hul claims that moo has equal
calcium of one glass of milk. It comes in two forms:-
 MULTI SANDWICH PACK

 STICK
SELECTION
Selection is a premium range of ice cream for those who love enjoying with family.
Selection comes with crispy nuts, almonds, choclate chips mixed in it. It comes in
awesome flavour of:-
 FRUIT N NUT
 MOCHA BROWNIE FUDGE
 TIRSMISU
 NOCHLDA
 CARAMEL CRUNCH
 COOKIES N CREAM

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Cups 50 ML.
Strawberry
Fondue
Vanilla
Big Cups 80 ML.
Kesar pista
Choco chips
Kaju Kismis
Butter Scotch
Mango
Pista
Strawberry
Vanilla
Bars
Ice Lollies 50 ML.
Heart Beat 100ML

Triple Treat 100 ML
Champ Chocobar 100 ML.
Chocobar 100 ML.
Kulfi 100 ML.
Take Home Packs

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Family Tubs 500 ML.
Almond
Pista
Alphanso
Fruit Overload
Choco Chips
Butter Scotch
Party Packs 1000 ML
Vanilla
Strawberry
Pista
Chocolate chips
PROMOTION
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Promotion is the major components of the companies total marketing mix .It is the
most substantial component. It intent is to inform persuade and influence people. It is
a basic ingredient in non price competition and it is essential element in marketing.
Promotion decisions must be integrated and co-ordinate with rest of the marketing
mix to frame strategies.
As Ice-cream is an FMCG product creating and retaining awareness has
much importance. So Kwality wall’s carries promotions such as
 Special price offers during Ganesh Festivals in Mumbai.

 Distribution of coupons in college on friendship day
 Special offers on Valentine day which gives redeemable coupon to attract
youth.
 “Deepawali Dhamaka” offers given to new retailers.

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UNLIMITED OFFER BY WALLS ON INDEPENDENCE DAY

25
PRICE
The price is the exchange value of the product, it is value expressed in terms of
monetary medium of exchange. It is a link that binds the customer and the company.
It helps to establish mutually advantageous economic relationships and facilitates the
transfer of ownership of goods and services from the company to buyers, Price
serves to bring supply of goods and services produced in equilibrium with the
quantity demanded.
The pricing of the kwality wall’s products are higher as compared with their
competitors, Due to this kwality wall’s products gets differentiated and placed in the
executive class of the society.
The company claims though its price is high because of its quality products, and
using the skimmed Milk fats more as compared to others.
The price of almost all the products of kwality wall’s are near about 10% higher
than Amul, 30-35 % than local companies .
The is constantly keeping the eyes on the local as well as national players and do in
its next business strategy the company thinking to reduce price of all the products

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PLACE
There are over 300 Kwality Parlours in India, which capture consumers with their
delightful range of ice cream flavors and sundaes. These Parlours attempt to capture
‘on the move’ and ‘out and about’ consumer trends and hence are either exclusive
Parlours in colonies/ residential markets or kiosks at multiplexes, mass malls, etc.

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SWIRLS
It was launched in India in 2004, and currently has 51 Swirl’s Parlours.The
core concept of Swirl’s is ‘Create your Own’ ice cream. Swirl’s Parlours attempt to
capture the ‘on the move’ consumer trends and are located at high footfall areas
such as malls and shopping centers and are classified under the impulse range of
products.

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SWOT ANALYSIS
STRENGTH:-
The Indian ice cream market was till recently reserved for the small-
scale sector. It was opened to large-scale manufacture only in 1997. Since then the
market has been witnessing fierce battles and huge investments on the part of major
players in cold chains and infrastructure. The overall industry has been growing at a
sluggish rate of 3-4 %. But the organized sector has been growing in the region of 15
% over the last five years.
This Rs 750-crore market is in today. Not a single multinational brand has been able
to make its presence felt in ice-creams in India as the market continues to be ruled by
Indian brands such as Amul, Kwality Walls, Mother Dairy, Vadilal and several
regional ones such as Dinshaw in the West and Arun in the south and Sudha in the
eastern India.
Ice-cream consumption is increasing but very slowly, like any other
change in habit. "But the most enduring change that we have noticed is increasing
out-of-home consumption, which is related to socio-economic changes, especially in
urban markets.
WEAKNESS:-
The domestic ice-cream market is small in relation to those of other countries

in terms of per capita consumption. India's per capita consumption is about 250 ml
against Pakistan's 300 ml, 600 ml in Sri Lanka, and 1.2 liters in China and 22 liters in
the US.
According to industry sources, the industry is not registering up to mark

growth. "As Indians on an average eat ice-cream only five to six times a year, India's
potential is phenomenal,” there is not enough advertising in the country. That is why

29
almost half the market is dominated by the unorganized sector. You can see the case
of the soft drinks market in India and its growth in the past few years, especially after
the entrance of Coca-Cola and Pepsi, of which he says "... their powerful ads did the
magic". According to him, "No ice-cream company is fully in play yet."
OPPORTUNITIES:-
The Indian rural market has great potential. All the major market leaders
consider the segments and real markets for their products. A senior official in a one
of the leading company says foray into rural India already started and there has been
realization that the rural market is both price and quantity conscious.
Due to multinationals are entering into market job opportunities are
increasing day by day. Also Indian ice-cream majors are tie up with other
multinationals such as Vadilal, Dinshaw’s growth strategy to have a tie up with
Bapuna Industries ltd. to export in Arabian countries.
THREATS:-
With intense competition by so many local players making headache to the

current marketers. In addition to this though multinational brands are not yet
established but still they will soon hit the market. Almost 60 to 70% of the revenue is
spend on the maintenance and transport. As the distance form plant is very high.

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COMPETITOR’S PROFILE
Major Ice cream players in India and there market share are:-
Players Market share

Kwality Wall’s 50%
Amul 35%
Vadilal 9%
Others 6%
OTHERS
VADILAL KWALITY WALLS
KWALITY AMUL
AMUL WALLS VADILAL
OTHERS

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RESEARCH AND
DESIGN
METHODOLOGY

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RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on
information collected from primary sources. After the detailed study, an attempt has
been made to present comprehensive analysis of consumption of Kwality wall’s
consumed by the people. The data had been used to cover various aspects like
consumption, consumer’s preference and customer’s satisfaction regarding Cadbury
and Nestle chocolates. In collecting requisite data and information regarding the
topic selected, I went to the residents of Ludhiana and collected the data.
Survey design:
The study is a cross sectional study because the data were collected at a single point
of time. For the purpose of present study a related sample of population was selected
on the basis of convenience.
Sample Size and Design:

A sample of 100 people was taken from five corners of Delhi.
North Delhi
South Delhi
West Delhi
East Delh
Research Instrument:
This work is carried out through self-administered questionnaires. The questions
included were open ended, dichotomous and offered multiple choices.

33
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
 Primary Source: The primary data comprises information survey of

“Comparative study of consumer behavior towards Kwality Wall’s. The data
has been collected directly from respondents with the help of structured
questionnaires.
 Secondary Source: The secondary data was collected from internet, and
various books.
Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical

techniques. The technique that I have used is bar and pie techniques..

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ANALYSIS OF THE STUDY

35
CONSUMPTION FOR ICE CREAMS
Liking for the Ice Creams Yes No
Number of Respondents 95 5
100
90
80
70
60
YES
50
NO
40
30
20
10
0
No. of customers
From the above analysis of the given sample of 100 respondents it is concluded that
out of 100 people 95 people enjoy eating ice creams while only 5 people don’t prefer
to eat ice cream.

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DIFFERENT AGE GROUPS
AGE GROUPS Below 18 18-25 25-35 35-50 Above 50

NUMBER OF 6 45 4 35 5
RESPONDENTS
50
40
30
20 AGE GROUP
10
0
0-18 18-25 25-35 35-50 ABOVE 50
According to the above analysis it is concluded that I have surveyed 100 respondents
out of which 6,45,4,35,5 belongs to age group 0-18, 18-25, 25-35, 35-50, Above 50
respectively.

37
PREFERENCE ACCORDING TO AGE GROUPS
AGE GROUPS
0-18 18-25 25-35 35-50 Above
50
No. of respondents 5 35 24 5 24
35
30
25
20
NO OF
15 RESPONDENTS
10
0
0-18 18-25 25-35 35-50 50

38
RESPONDENTS PROFILE
PROFESSION NUMBER OF RESPONDENTS

STUDENT 42
SERVICE 30
BUSINESS 15
HOUSEWIVE 8
45
40
35
30
25
20 no of respondents
15
10
5
0
student business
RESPONDANT’S INCOME

39
INCOME NUMBER OF RESPONDANTS
Below 5000 0
5000-8000 6
8000-11000 8
11000-14000 8
Above 14000 72
80
70
60
50
40
No of
30 Respondents
20
10
0
0-5000 8000- above
11000 14000
NORMAL ICE CREAM BUYING PATTERN
Buying Pattern Daily Once A week Twice a week

No. of Respondents 59 20 16

40
60
50
40
30
NO. OF
20 RESPONDENTS
10
0
DAILY ONCE A TWICE
WEEK A WEEK
PURCHASE OF ICE-CREAM
BRAND PREFRENCE
POPULAR BRANDS NUMBER OF RESPONDANTS

41
KWALITY WALL’S 30
MOTHER DAIRY 45
AMUL 15
CREAM BELL 0
OTHERS 5
5
KWALITY
WALLS
MOTHER DAIRY
15 30
AMUL
CREAM BELL
45
OTHERS
FAVOURITE FLAVOURS AMONGST CUSTOMERS
FLAVOUR PREFRENCE
FLAVOURS NUMBER OF RESPONDANTS

42
Vanilla 20
Strawberry 15
Butterscotch 30
Kesarpista 10
Choclate 20
15
20
STRAWBERRY
BUTTERSCOTCH
KESAR PISTA
10
CHOCLATE
30
MOST LIKEABLE FORM OF ICE CREAMS
FAVOURITE FORMS
FORM NUMBER OF RESPONDANTS
Cone 45
Cup 20

43
Stick 20
Take away 10
10
CONE
20
45 CUP
STICK
TAKE AWAY
20
INFLUENCING FACTORS DURING

PURCHASE
OVERALL INFLUENCE
FACTORS RESPONDENTS
TASTE 42
AVAILIABILITY 36
PACKAGING GURU NANAK INSTITUTE
4 OF MANAGEMENT & IT
PRICE 9 44
BRAND 4
40
35
30
25
20
15 42
10
5
0
AVAILIABILTY PRICE
PREFRENCE FOR KWALITY WALL’S
LIKING FOR THE KWALITY WALL’S YES NO
40
NUMBER OF RESPONDENTS 55

45
60
50
40
30 NO OF
RESPONDENTS
20
10
0
YES NO
REASON FOR CHOICE
FACTORS No of response
TASTE 54
AVAILIABILITY 24
COST 10
QUALITY 50

46
TASTE
QUALITY TASTE
AVAILIABILITY
COST
COST AVAILIABI QUALITY
LITY
LIKEABALITY FOR DIFFERENT BRANDS OF KWALITY

WALL’S
BRAND PREFRENCE
BRAND NUMBER OF RESPONSE
Cornetto 69
Moo 64
Feast 61
Italian Gelato 49
Others 0

47
ITALIAN CORNEET CORNEETO
GELATO OTHERS O MOO
FEAST
FEAST ITALIAN GELATO
MOO
OTHERS
CUSTOMERS WHO HAVE EXPERIENCED SERVICES OF

KWALITY-WALL’S PARLOUR
People experienced Yes No

kwality wall’s parlour
Number of Respondents 8 87

48
90 NO
80
70
60
50
NO. OF
40 RESPONDENTS
30
20
10 YES
0
YES NO
CUSTOMER’S RESPONSE TOWARDS KWALITY WALL’S

PARLOUR
Very bad Bad Average Good Very Good

Taste
1 2 1 4
variety 5 3
Cost 1 3 4
4 4
Ambience 4 4

49
Hospitality
2
TASTE
1
0
V.BAD BAD AVG GOOD V GOOD
5
4
3
2 VARIETY
1
0
V BAD BAD AVG GOOD VGOOD
4
3.5
3
2.5
2
COST
1.5
1
0.5
0
V BAD BAD AVG GOOD V GOOD

50
4
3.5
3
2.5
2
AMBIENCE
1.5
1
0.5
0
4
3.5
3
2.5
2
HOSPITALITY
1.5
1
0.5
0
FAVOURITE TIME FOR ENJOYING ICE-CREAM
TIME NO. OF RESPONDENTS
After Dinner 65
During Day 23
Anytime 12

51
12%
23% AFTER DINNER

DAY TIME
ANY TIME
65%
FINDINGS OF THE STUDY
1. Customers of all age group enjoy Ice-creams.

2. Although in India Market share of Kwality Wall’s is higher but in Delhi it is
far behind Mother Dairy.
3. Butter Scotch is the favourite flavours.
4. Customers love there favourite ice cream with cone.
5. Most of the people enjoy ice cream after dinner.
52
6. The two decision making factors during purchase are:-
TASTE AVAILIABILITY
7. Customer buy Kwality Wall’s because of its:-
GOOD QUALITY
MOUTH WATERING TASTE
8. CORNETTO, MOO & FEAST are the most popular brands of Kwality Wall’s
9. Only 9% of the respondents have visited Kwality Wall’s Ice cream parlour.
10. Respondents are fully satisfied by product, variety, cost, hospitality of
kwality wall’s parlour however 50% of the respondents are not satisfied with the
ambience.
CONCLUSION / SUGGESTIONS
1. Number of kwality wall’sparlours should be incresed.
2. India has a good potential market for the ice-cream, research shows that an
average Indian eats ice-cream four times a year so company must try to
increase this rate by promoting effective campaign.

53
3. K. WALL’S should improve its market share in Delhi.
4. k walls should focus rural market by launching low cost ice creams.
5. TASTE & AVAILIABILITY are the most important factor in decision
making therefore k. walls should focus on these two factors.
6. Although there are 300 Kwality wall’s ice creams all across the country but
awareness is very low therefore kwality wall’s must focus in this area.
7. Ambience of kwality wall’s ice cream parlour should be improved.
8. Pricing structure is much higher as compared to nearest competitor’s .so it
should be competitive.
FUTURE FOR ICE CREAM MARKET IN INDIA
Ice Cream market will expand with increase in number of malls - HLL has
been increasing their ice cream outlets - Swirl. Few years consumers use to go out
for walk after dinner and use to buy ice creams from hawkers. But now consumer
who often visit malls for entertainment prefer to buy ice creams during different
times of the day as it is visible upfront and feel like spending Rs. 50 for that tasty
54
chocolate swirl with cake and nuts. As marketers are understanding the different
needs of consumers, be it health conscious people, kids, youngsters, young etc, and
coming up with products specific for them... with portfolio of flavors, consumer
today has plethora of options at hand to choose from and therefore high probability
of buying one more scoop of ice cream. Also with increasing wallet size and
innovative modern retail formats, it has definitely given a good chance to the ice
cream industry in India.
LIMITATIONS
Necessary precautions were taken in drawing meaningful inferences based on the
data gathered. Although extreme care was taken to best of my knowledge, some
findings may not be that accurate.

55
1. The most signified limitation has been the individuals involved in this study
had a little experience.
2. The sample size selected for the survey was too small as compared to large
population.
3. Respondents were hesitated to answer.
4. The project was carried out only in the outskirts of Delhi so findings on data
gathered can be best true for Delhi outskirts only. And not applicable to other
parts of the country.
5. Due to unavailability of accurate secondary data, my reliance was on the
primary data.
BIBLIOGRAPHY
Books:
Kotler, Philip, Ramaswami, V.S and Namakumari,
S. “Marketing Management”. Macmillan, edition-II.

56
Web-sites:
www.kwalitywalls.in
www.vadilalgroup.com
www.wikipedia. encyclopedia.com
www.franchiseeworld.com
Magazines:
Franchisee India

57
ANNEXURE
QUESTIONNAIRE
58
We are doing a survey on Ice cream buying habit. We would be
grateful if you could spare a few minutes to fill up this
questionnaire.
Name …………………………………………… Mob No………………………
Add…......................................................................
1) Do you purchase ice cream?

Yes No
2) Your normal ice cream buying pattern is?

Once a week
Twice a week
Daily
3) Which brand do you prefer ?
Kwality Wall’s
Mother dairy
Amul
Cream Bell
Any other (mention name)
4) The reason for your choice?

Good taste.
Easy availability.
Low price
Attractive packaging
Brand name
Any other reason (please specify)
5).Have you ever tried kwality walls?
Yes No

59
6). If your answer is yes rate kwality walls on the following dimensions between
5 to 1.
5 stands for Very Good
1 stands for Very Bad
Very bad Bad Average Good

Very Good
Quality
Cost
Availability
Taste
7). Which particular brand of kwality wall’s do you prefer?

Cornetto
Moo
Feast
Italian Gelato
Any other(please specify).
8). Which flavors in ice cream do you like most?

Vanilla chocolate
Strawberry kesar pista
Butter scotch other (specify)
9). Which form of ice cream do you prefer?

Cup Stick
Cone Take away
Any other (please specify)
10). Have you ever been to Kwality wall’s ice cream parlour?
Yes No
11). If your answer is Yes rate kwality wall’s parlour on the following
dimensions:
60
Very bad Bad Average Good Very Good
Taste
Variety
Cost
Ambience
Hospitality
12). You enjoy your ice cream?

After Dinner
During Day
Anytine
Finally few personal questions:
13). Your age group.

Below 18 18-25
25-35 35-50
Above 50
14).Your occupation.
Student s Service
House wife Business
Others
15).Your family’s monthly income in Rs. (Optional).

Below 5000
5000-8000
8000-11000
11000-14000
Above 14000

61

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Bachelor of Business Administration (BBA)

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This is to certify that “CUSTOMER SATISFACTION WITH

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This is to certify that the project titled “CUSTOMER SATISFACTION WITH

Ms. Riti Passi Ms. Maninder Kaur

Ms. Manpreet Kaur

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