APPLIED RESEARCH LAB REPORT

ON

“A study on factor influencing customer preference for

purchasing Ice-cream with respect to Vadilal in Jagdalpur”

Submitted in partial fulfilment for the award of the degree

Master of Business Administration
Chhattisgarh Swami Vivekananda Technical University, Bhilai
Submitted by,
PRAVEEN KUMAR
MBA – Semester 2nd
(2022)

Approved By, Guided By,

Dr. Souren Sarkar Prof. Rumit Kumar Sahu

Head of the Department Assistant Professor,FMS,SSTC

Shri Shankaracharya Technical Campus

Faculty of Management Studies
Junwani, Bhilai (C.G.) - 490020

i
 DECLARATION

I the undersigned solemnly declare that the report of the research work entitled “A study on factor

influencing customer preference for purchasing Ice-cream with respect to Vadilal in

Jagdalpur”is based on my own work carried out during the course of my study under the

supervision of Mr.Rumit kumar Sahu.

I assert that the statements made and conclusions drawn are an outcome of my research work. I

further declare that to the best of my knowledge and belief the report does not contain any part of

any work which has been submitted for the award of MBA degree in this University or any other

University of India or abroad.

_________________
(Signature of the
Candidate)

Praveen kumar
Enrollment no. – CB3585

ii
 CERTIFICATE

This is to certify that the work incorporated in the report“A study on factor influencing customer

preference for purchasing Ice-cream with respect to Vadilal in Jagdalpur” is a record of research

work carried out by PRAVEEN KUMAR bearing Enrollment No.: CB3585 under my guidance and

supervision for the part fulfillment for the award of MBA Degree of Chhattisgarh Swami

Vivekanand Technical University, Bhilai (C.G.), India.

To the best of my knowledge and belief the Report

i) Embodies the work of the candidate himself,

ii) Has duly been completed,

iii) Is up to the desired standard both in respect of contents and language for external
viva.

___________
(Prof. Rumit Kumar
Sahu)

iii
 TABLE OF CONTENTS

CHAPTER NO. CONTENT PAGE NO.

Declaration by the Student i
Certificate from the Supervisor / Company ii
Acknowledgments iii
CHAPTER – 1 Introduction to the study 2-5
CHAPTER – 2 Research Methodology 6
CHAPTER – 3 Data Tabulation, Analysis and Results 7-21
CHAPTER – 4 Findings of the study 22
CHAPTER – 5 Recommendations 23
CHAPTER – 6 Limitations 24
CHAPTER - 7 Conclusions 25
References 26
Appendices – Questionnaire used 27-28

1
 CHAPTER 1

INTRODUCTION TO THE STUDY

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,
2
 says Shri Ramchandrabhai Gandhi‖

Products Of Vadilal

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

3
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.
 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.consumer. Vadilal has priced its
products on the principle of real value for money.

 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

4
Flow Diagram Of Ice-Cream Manufacturer Process

5
 CHAPTER 2

RESEARCH METHODOLOGY

RESEARCH PLAN
Research Design Descriptive

Data Collection Primary

Research Technique Used Questionnaire

Data Collection Jagdalpur

Sampling Plan Convenience

Sample Size 62

Data analysis Tool/software SPSS 26.0 Version

In the research plan data collected for the research is primary data, and for the collection of the
data questionnaire technique is used, and the data is collected from Raigarh and the sample size
in the research 70, for the data analysis SPSS 26.0 Version is used.

Sampling plan

I used stratified sampling to conduct my research types of Data Collection which are used in my
project are primary data secondary data

Data collection method

6
 I have used the stratified method of questionnaire here in questionnaire I collected the
feedback of the employees where questions are in close ended form

CHAPTER 3
DATA TABULATION, ANALYSIS AND RESULT

SECTION - A

Factor Analysis:
Factor analysis is a statistical method used to describe variability among observed,
correlated variables in terms of a potentially lower number of unobserved variables called
factors.
OR
Factor analysis is a technique that is used to reduce a large number of variables into
fewer numbers of factors. This technique extracts maximum common variance from all variables
and puts them into a common score. As an index of all variables, we can use this score for
further analysis.

Factor analysis could be used for any of the following purpose-

1. To reduce a large no. of variable to a smaller no. of factors for modeling purposes, where the
large number of variables precludes modeling all the measures, individually. As such factor
analysis is integrated in structural equation modeling, helping create the latent variables
modelled by SEM (structure equation model).
2. To select a subset of variables from a large set based on which original variable have the
highest correlations with the principal component factors.

7
3. To create a set of factors to be treated as uncorrelated variable as one approach to handling
multicollinearity regression.

Assumptions:

Factor analysis is a part of the Multiple General Linear Hypothesis (MGLH), family of
procedures and makes many of the same assumptions as multiple regressions. Linear
relationship interval or near-interval data, untruncated data, proper specification (relevant
variable included extraneous are excluded), lack of high multicollinearity and multivariable
normality for purpose of significant testing.
Factor analysis generates a table on which the rows and the observed row indicator
variables and the columns are the factor or latent variables which explain as much of the
variable in those variables as possible. The cells in this table are factor loadings and the
meaning of the factors must be induced from seeing which variables are most heavily loaded
on which factors this inferential process can be fraught with difficulty as diverse researchers
impute different tables.
Methods

There are several different types of factor analysis-

1. Principal component method
2. Principal axes method
3. Summation method
4. Centroid method
Assumptions of factor analysis model

1) Measurement error has constant variance and is on average zero, i.e.,

8
 2) No association between the factor and measurement error, cov(F,e j ) =0

3) No association between errors, cov (ej ,ek)=0

4) Local (i.e., conditional independence): Given factor, observed variables are

independent of one another, cov (Xj,X k |F)= 0

Steps in Exploratory Factor Analysis:

1. Collect data: choose relevant variables.

2. Extract initial factors (via principal component).
3. Choose number of factors to retain.
4. Choose estimation method, estimate model.
5. Rotate and interpret.
6. (a) Decide on changes need to be made (e.g., drop items include items)
(b)Repeat (4), (5).
Construct scales and use on further analysis.

Principal component method:

In this method, factors areas elected one at a time such that each factor best fits the data.
The first fraction is created such that it represents the most highly correlated set of variables.
Each sub sequent selected factor explains less variance than its predecessor. This
procedure is continued till all the factors are selected. All the factors selected explain the largest
amount of residual variance in the entire set of standardized response scores.
Centroid Method:

1) Obtain the correlation matrix.

2) Obtain grand matrix sum, row sum, column sum.

9
 1
3) Calculate N=
grand total

4) Multiply each column sum with N, which gives the first factor loading.
5) To find the second factor loading, find the cross-product matrix of factor 1 by testing
firstfactorloadinghorizontallyandverticallyandthenmultiplyingcorrespondingrowsandcolum
ns.
6) Find the first factor residual matrix
given as, Residuals = total variations-explained
variations
=rij- lij

7) Reflection:
Reflection means that each test vector retains its length but extends in opposite directions.
The major purpose of reflection is to get a reflected cost matrix having the highest possible
grand total. This step is taken due to the reason that some of the factors loading is with

grand total. The method of reflection is by trial and error. This can be done by changing the
signs of the variables from positive to negative and negative to positive column wise and
row wise. The outcome we get is a reflective residual correlation matrix.

8) Repeat steps from (3) to (7).

Methods for finding number of factors to be extracted

1) Thumb Rule: All the interrelated factors must explain at least as much as variances as an
average variable. Check, if a variable is under a factor then the percentage of variable
explaining variance should be less than the percentage of factor explaining.
2) Eigen Value Index: When the eigen value of a factor is less than 1, it explains less variance then
the variables included in the factor itself such a factor should not be considered.
10
 3) Fruckter Formula:

Where n is the number of variables included in the study.

4) Residual correlation matrix method: In this method, the residual correlation is observed and if
it is soon that most of the correlation coefficient in this matrix are zero, and then the extraction
of the factor can be determinate.
5) Scree Plot test: This method is to decide about the number of factors to be retained from the
extracted factors. The test determines which of the extracted factors are actually contributing
variance and does not measure random errors. The number of factors is plotted against the
proportion of variance. It extracts in the order of the extracted factors.
Standardization of Responses:

where, X i is a value corresponding to a response and σ is the variance.

Factor Loading:

It is the correlation between a factor and a variable. It helps interpret the meaning of a
factor by indicating how well the factor fits the standardized responses to a variable. The
greater the value of factor loading the better is the fit of the factor to the data from the
concerned statement. All variables load on all factors but they load highly on some specific
factors. Range is1

There may be some variables which may by loading highly to more than two factors,
decide in which factors which variables are to be kept.

Eigen Values: It is the measurement of the amount of variants explained by a factor. A factor
11
 eigen value is the sum of the square of its factor loading.
Communality: It indicates the proportion of variance in the responses to the statement which
is explained by the identified factors.

Percentage of Variance:

If any variable is not combined in any of the groups, then it can be left or can be
considered as another factor. To remove variable which is totally different use rotation i.e., we
are basically changing its direction.

Rotation of Factors: For the purpose of simplifying the interpretation of obtained factors
and to increase the number of high and low positive loadings in the columns of a factor, factor
rotation issued. There are two method for this:

1) Orthogonal Rotation/ Variance Rotation: Here factors are rotated such that the original
factors as well as rotated factors are orthogonal. The line between the factors
axisremains90

2) Promax Rotation: The factors are rotated such that the line between original and rotated
factors is more than or less than90
Advantages of Factor Analysis:
1. Both objective and subjective attributes can be used.
2. It can be used to identify he hidden dimensions or constraints which may or may not be

12
 apparent from direct analysis.
3. It is not extremely difficult to do and at the same time Its in expensive and gives accurate results .
4. There is flexibility in naming and using dimensions.

Disadvantages of Factor Analysis:

1. The usefulness depends on the researcher’s ability to develop a complete and accurate set
of product attributes. If important attributes are missed the value of procedur is reduced
accordingly.
2. Naming of the factors can be difficult multiple attributes can be highly correlated with no
apparent reasons.
3. If the observed variables are completely unrelated the factor analysis is unable to produce
meaningful pattern.
4. It is not possible to know factors actually represents only theory can help in form the
researchers onthis.

13
 SECTION - B

Reliability
[DataSet1]

Scale: ALL VARIABLES

Case Processing Summary

N %
Cases Valid 62 98.4
a
Excluded 1 1.6
Total 63 100.0
a. Listwise deletion based on all variables in the procedure.

INTERPRETATION
Here in case processing summary we can see there are total of 62 valid cases and 1 excluded
cases out of the 63 cases which is percentage comes to 100% of valid cases. The case processing
summary informs the users of any data that the SPSS program could not use in the analysis,
usually due to not having any missing value. So total 62 cases were used

Reliability Statistics

Cronbach's
Alpha Based on
Cronbach's Standardized
Alpha Items N of Items
.839 .841 9

INTREPRETATION
The alpha coefficient for the 9 items is .841 , suggesting that the items have relatively
14
 high internal consistency. Cronbach’s alpha is a measure of internal consistency, that is, how
closely related a set of items are as a group. It is considered to be a measure of scale reliability.

Summary Item Statistics

Maximum /
Mean Minimum Maximum Range Minimum Variance N of Items
Item Means 3.785 3.484 3.935 .452 1.130 .029 9
Item Variances .815 .567 1.074 .506 1.893 .032 9

Interpretation
In this result, the maximum scores for item mean is 3.935 and minimum score of
summary item is 3.484 and the variance is .029 of total thirteen item. The minimum score of
item variance .567, and maximum value of item variance is 1.074 with variance of .032 of total
thirteen items.

Scale Statistics
Mean Variance Std. Deviation N of Items
34.06 28.914 5.377 9

Factor Analysis

a
Correlation Matrix

VAR00001
VAR00002 VAR00003 VAR00004 VAR00005
.000 .056 .000 .094
Sig. (1-tailed) VAR00001 VAR00002 VAR00003 VAR00004 VAR00005
.015 VAR00006
.000 VAR00007
.004VAR00008
VAR00009 .009 .034
.000
.056 .001
.000 .015
.094 .000
.004 .009
.000 .034
.025 .000 .001
.000 .080
.000 .001 .064
.004 .012 .124
.000 .003 .002
.000 .000
15 .016 .088
.000
.001
 a
Correlation Matrix
VAR00006 VAR00007 VAR00008 VAR00009
Sig. (1-tailed) VAR00001 .000 .025 .000 .000
VAR00002 .000 .000 .004 .000
VAR00003 .080 .001 .003 .016
VAR00004 .064 .012 .000 .000
VAR00005 .124 .002 .088 .001
VAR00006 .000 .000 .000
VAR00007 .000 .031 .000
VAR00008 .000 .031 .000
VAR00009 .000 .000 .000
a. Determinant = .028

A correlation matrix is simply a table which displays the correlation coefficients for
different variables. The matrix depicts the correlation between all the possible pairs of values in
a table. It is a powerful tool to summarize a large dataset and to identify and visualize patterns
in the given data

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .772
Bartlett's Test of Sphericity Approx. Chi-Square 205.168
df 36
Sig. .000

KMO(Kaiser-Meyer-Olkin Test
This test shows internal consistency between factors.The Kaiser-Meyer-Olkin
(KMO) Test is a measure of how suited your data is for Factor Analysis. The test measures
16
sampling adequacy for each variable in the model and for the complete model. The statistic is a
measure of the proportion of variance among variables that might be common variance. The
lower the proportion, the more suited your data is to Factor Analysis

Communalities
Initial Extraction
VAR00001 1.000 .675
VAR00002 1.000 .561
VAR00003 1.000 .387
VAR00004 1.000 .501
VAR00005 1.000 .630
VAR00006 1.000 .506
VAR00007 1.000 .583
VAR00008 1.000 .662
VAR00009 1.000 .610
Extraction Method: Principal
Component Analysis.

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings
Component 1 Total% of Variance Cumulative % Total% of VarianceCumulative % 4.02644.73144.731
2 4.02644.731 44.731 1.09012.11156.843
3 1.09012.111 56.843
4 .94210.466 67.309
5 .8559.503 76.812
6 .7558.386 85.199
7 .4755.282 90.481
8 .3513.901 94.382
9 .2963.291 97.673
.2092.327 100.000

17
 Total Variance Explained
Rotation Sums of Squared Loadings
Component Total % of Variance Cumulative %
1 2.974 33.049 33.049
2 2.141 23.794 56.843
3
4
5
6
7
8
9
Extraction Method: Principal Component Analysis.

Scree Plot

3
Eigenval

1 2 3 4 5 6 7 8 9

Component Number

In multivariate statistics, a scree plot is a line plot of the eigenvalues of factors or
principal components in an analysis. The scree plot is used to determine the number of factors
to retain in an exploratory factor analysis (FA) or principal components to keep in a principal
component analysis (PCA).

18
19
 a
Component Matrix

Component
1 2
VAR00001 .700 -.431
VAR00002 .748 .035
VAR00003 .499 .372
VAR00004 .707 .029
VAR00005 .502 .615
VAR00006 .647 -.294
VAR00007 .648 .405
VAR00008 .728 -.363
VAR00009 .779 -.060
Extraction Method: Principal
Component Analysis.
a. 2 components extracted.

a
Rotated Component Matrix

Component
1 2
VAR00001 .818 .073
VAR00002 .578 .476
VAR00003 .177 .596
VAR00004 .549 .447
VAR00005 .034 .793
VAR00006 .695 .151
VAR00007 .277 .712
VAR00008 .801 .145
VAR00009 .660 .418
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.
a. Rotation converged in 3 iterations.

The Rotated Component Matrix contains the Pearson correlations between items and

components or “factors”. These are known as factor loadings and allow us to interpret which
traits our components may reflect.

20
 Component Transformation
Matrix
Component 1 2
1 .801 .598
2 -.598 .801
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.

Component Score
Coefficient Matrix
Component
1 2
VAR00001 .376 -.213
VAR00002 .129 .137
VAR00003 -.105 .347
VAR00004 .125 .126
VAR00005 -.238 .527
VAR00006 .290 -.120
VAR00007 -.093 .394
VAR00008 .344 -.159
VAR00009 .188 .071
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.

An output produce by Principal Components Analysis that shows the weighting of variables to

be used when computing saved variables of the components. For each case and each
component, the component score is computed by multiplying the case's standardized variable
values (computed using listwise deletion) by the component's score coefficients.
Component Score
Covariance Matrix
Component 1 2
1 1.000 .000
2 .000 1.000
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.

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 SECTION-C
MODEL OF THE RESEARCH

VAR0001

VAR0002

VAR0003

F1 - FEATURE VAR0004

VAR0006

VAR0007

VAR0008

VAR0005

F2 - PRICE
VAR0009

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 CHAPTER -4
FINDINGS OF THE STUDY

 This study found that maximum number of customers consider Vadilal ice-creame
because of its brand image.
 This study found that, maximum no of customers buys this product because of its taste.
 This study found that customers buy Vadilal ice-cream because its provide variety of
flavours.
 This study found that customers mostly prefer Vadilal ice-cream because it maintains
quality.
 This study found that customers prefer Vadilal ice-cream because its affordable.
 This found that maximum number of customers prefer Vadilal ice-creame because its
available almost every store.
 This study shows that customers prefer because its attractive packaging.

23
 CHAPTER – 5
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.

24
 CHAPTER – 6
LIMITATIONS

 Do not have an extensive experience in primary data collection; there is a great chance that
the nature of implementation of data collection method is flawed.

 Sample size is small, statistical tests would not be able to identify significant relationships
within data set, larger sample size could have generated more accurate results. The
importance of sample size is greater in quantitative studies compared to qualitative studies.

 Lack of previous studies in the research area, literature review is an important part of any
research, because it helps to identify the scope of works that have been done so far in
research area.

 Don’t have many years of experience of conducing researches and producing academic
papers individually

25
 CHAPTER – 7
CONCLUSION

 vadilal does not having better delivery system in comparison to Amul but it is having
better delivery system in comparison to mother dairy system.

 According to survey in Jagdalpur region, the offers and schemes effect the purchasing very
much.

 In Jagdalpur 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 better.

 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.

26
 REFERENCE
WEBSITE: -

 https://www.vadilalicecreams.com/know-your-vadilal/

 https://en.wikipedia.org/wiki/Vadilal

 https://www.spss-tutorials.com/spss-factor-analysis-intermediate-tutorial/

 https://www.statisticshowto.com/kaiser-meyer-olkin/

 https://www.ibm.com/docs/en/spss-statistics/28.0.0

27
SURVEY REPORT

1. I prefer Vadilal Ice-cream because of it's brand image?

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree

2. I prefer Vadilal Ice-cream because of it's taste?

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree

3. I prefer Vadilal Ice-cream because of it provides variety of flavors?

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

4. I prefer Vadilal Ice-cream because of it maintains quality?

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree

5. I prefer Vadilal Ice-cream because of it's affordable?

28
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

6. I prefer Vadilal Ice-cream because of it offers Sugar-free products?

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

7. I prefer Vadilal Ice-cream because of it's available in almost every store?

a. Strongly agree
b. Agree
c. Netural
d. Disagree
e. Strongly disagree

8. I prefer Vadilal Ice-cream because of it's packaging?

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree

9. I prefer Vadilal Ice-cream because it gives offers and discounts?

a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly Disagree
29
30