CHAPTER-I

1.1 INTRODUCTION:

Consumer Behaviour is the study of how individuals, groups,

organization selects, buys, use and dispose of goods or services to satisfy their
needs and wants. A consumer’s buying behaviour is influenced by cultural,
social and personal factors. The social factors include reference groups,
opinion leader and family while the personal factors include age occupation
etc. The measure of behavioural aspect of consumers can be done on various
parameters such as occasions of purchase, benefits of using the products,
consumer consumes the product, the loyalty status of the consumer, finally the
attitude of the consumers towards the product. The demographic variable
includes age, family size, gender, income, occupation, education. The buying
behaviour is the impact of buyer’s decision making process. The buying
decision process involves 5 stages.

Stage 1: Problem Recognition

At this stage a need is triggered by internal or external

stimuli.

Stage 2: Information Search

The sources of information may be personal, commercial,
public, experimental.

Stage 3: Evaluation of Alternatives

Stage 4: Purchase Decisions

Stage 5: Post- Purchase Behaviour

1
 Overall the study on buying behaviour of the product will help oneself
to understand the degree of involvement of consumer towards the product.

1.2 Hatsun Agro Product:

Hatsun Agro product is one of the India’s Largest private sector

companies in the dairy industry. It is the one of the largest producer of milk
and milk products in India.

1.3 History :

Mr. R. G Chandramogan, one of the promoters of the company

established a partnership firm in the year 1970, under the name of M/s.
Chandramogan & Co for the manufacturing and sale of ice creams, milk and
milk products. He started his brand in the name of Arun ice creams with the
initial investment of Rs. 15,000 and he sold his ice creams through street
vendors, which rendered a profit of about Rs. 40,000. Initially the company
mainly targeted the college canteen and ship-chandler segment. Instead of
competing for increase in the size of the market pie, Chandramogan aimed at a
increasing the size of the market. Hatsun targeted the untapped market.

2
 The Arun reached all the rural areas by appointing agents who will have
to invest for deep freezers. This is how the franchises model evolved overtime.
In 1981, this model was replicated and 700 such outlets were opened in Tamil
Nadu, Karnataka, Kerala and Andhra Pradesh. Later on to succeed in the
seasonal business, the vertical integration was done and thus Hatsun milk and
milk products evolved. Since establishment in 1970, Hatsun has been a pioneer
in promoting dairy products.

The main strength of Hatsun is quality products, innovative marketing,

modern technologies and expanding territories. The various brands offered by
Hatsun Agro Product Ltd are Arokya, Arun ice creams, Hatsun and Ibaco.

Arun ice creams enjoy the pride of first to take the Parlour Route. The
secret of Arun’s success lies in its revolutionary concept of exclusive ice
cream parlours. Apart from launching new flavours, Arun has boldly treated
the path less travelled by opening parlours even in small towns and in doing so
has consistsently retained the interest of its customers.

1.4 Parlour Standardisation:

Arun ice cream parlours have been hugely successful. To make them
uniform and brand specific identities, standards are established. These
standards will lead to enhanced brand image and customer satisfaction.

3
The standards include:

 Ideal and convenient location

 Well-decorated parlours where cleanliness given top priority.
 Knowledge of product/ variety among the staff
 Ability to understand customer’s needs so as to satisfactorily cater
to their tastes.
 Novel and innovative promotions

1.5 Products Offered:

The various variants offered by Arun ice creams are of 10 Major

categories and they are as follows:

1. Royals
2. Exotics
3. Delights
4. Cups
5. I Cone
6. Tubs
7. Bars
8. Specialty
9. No added sugar
10. Toy sugar

4
1.6 Promotional Activities:

Arun ice creams were generally promoted by banners, posters, flyers. In

early years, the main advertisement media were newspaper and magazines.
Later in mideighties the company took the popularity of visual medium and
advertised through television. The company also issued the membership
privileges cards when it was solely a franchising model.

New advertisements are generated exclusively for the introduction of

each and every product. In recent years a holistic advertisement for whole
range of product is being used to promote Arun ice creams.

Eat all you can

Slow-speed
Phone and have an ice cream
Arun ice creams Varnajalm Painting competition
Mom & me

5
1.7 Channel:

Arun ice creams follow single channel level of distribution for both
exclusive outlet and dealers. This gives an advantage and the intermediary gain
advantage in margin.

Hatsun Agro

Exclusive
Consumer
Parlour/Dealer

1.8 PRICING:
The company follows cost plus pricing approach for setting the price for
the retailer. The franchises were given a margin of 20% to 25% depending
upon the location and the cost bone by them.

1.9 OBJECTIVES:

 To know about the consumer behavior ad their preferences towards

Arun ice creams.
 To analyze the customer perception based on their demographic
profile.
 To check the loyalty of customers towards Arun ice creams variants.
 To understand the factors influencing the satisfaction of customers
towards Arun ice creams.

6
1.10 SCOPE OF THE STUDY:

The market has been segmented on the basis of product type, category
and distribution channel. By product type, the market is segmented as impulse
ice cream, take-home ice cream, and artisanal ice cream. By distribution
channel, the market is segmented as supermarket/ hypermarket, convenience
stores, specialist stores and others. Product innovation can make Ice cream a
luxury product . The ingredients added, texture, colour, flavor, packaging, the
technology used, the circumstances of the purchase and consumption, all these
contribute to a premium product.

1.11 NEED FOR THE STUDY:

The study of customer behavior is of vital importance to the company in

shaping the fortunes of Arun ice creams.

Consumer’s tastes and preferences are ever changing. This study of

consumer behavior gives information regarding taste, variety etc. which
consumers prefers.

1.12 STATEMENT OF PROBLEM:

1) The success or failure of market of Arun ice creams, to a certain extent
depends on the customer preference and level of satisfaction derived
from the consumption of the product and also the nature and the type of
competition in the market.
2) The consumer taste and preference are ever changeable.
3) Arun ice creams are also high in sugar (sucrose), which makes up the
majority of its carbohydrate content.
4) The Mayo Clinic website warns that consumption of too much sugar
may contribute to health problems such as weight gain, cavities and
increased levels of blood triglycerides.
5) As peoples taste and preference change day by day, each and every one
will have different desires and a special opinion on Arun Ice creams.

7
 CHAPTER- II
RESEARCH METHODOLOGY

2.1 INTRODUCTION:

Research methodology is the specific procedures or techniques used to

identify, select, process and analyze information about a topic.

In a research paper, the methodology section allows the reader to

critically evaluate a study’s overall validity and reliability.

2.2 Sample Size and design:

 A sample of 100 Respondents.

 We have taken those who are taking on the basis of convenience.

2.3 Period of the Study:

The period of the study is ranging from Mar 2024 to April 2024.

2.4 Area of the Study:

The area of the study was Puliangudi as the sampling area for this study.

2.5 Tools for the Study:

The tool for this research study is sample percentage, Weighted Average
and Rank analysis diagrammatic for the data exhibited through charts.

8
2.6 Tools for presentation:

The researcher sample used column chart.

2.7 Data Collection:

1.Primary Data:

The primary data are collected by questionnaire or interview

schedule.

2. Secondary Data:

The secondary data are already collected from various article,

journals. Internet, book and online resources etc.

2.8 LIMITATION OF THE STUDY:

 The study District only covers Puliangudi , So the data could not the
accurate.
 Time is not enough, for collect the sufficient data.
 The sample size is too low than the population size.

9
 CHAPTER-III

3.1 REVIEWS OF LITERATURE

Kotler (2012) Defined Consumer Behaviour is the study of how an

individual, groups, organization selects, buys, use and dispose of goods,
services, ideas or experience to satisfy their needs and wants.

Senthil Kumar, Karthikeyan, Meganathan (2007) said that the

upsurge in the milk and milk products production is the greatest challenge in
the marketing the milk products. Changes in demographic, lifestyle, cultural
orientation, increasing awareness, introduction of new technologies, income
structure will lead a change in the buying behaviour of milk and milk products.

Mathur (2001) observed that changing lifestyle especially in urban

population provide the need for production of large qualities of procured or
ready to use food products containing dairy ingredients. With the increase in
the power of urban middle class, the value added products occupy key position
in the dairy products range.

Trucker (1957) explained Consumer Behaviour as a concept that

consumer can be defined in term either as a products they acquire or use or
their attitudes towards the products.

Engel Blackwell, Miniard (2001) suggested that a customized

strategy to attract male shoppers should include addressing issue of time and
money expenditure involved in shopping activities.

10
 CHAPTER –IV

4.1 ANALYSIS AND INTERPRETATION

TABLE- 1

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON AGE GROUP

S.NO AGE NO OF PERCENTAGE

RESPONDENTS
1. Below 20 16 16%
2. 21-30 52 52%
3. 31-40 28 28%
4. 41 above 4 4%
TOTAL 100 100%

INTERPRETATION:

From the above table 52% of the respondents are in the age group
of 21-30, Followed by that 28% of the respondents belonging to the age
group of 31-40,16%of the respondents are in the age group of below 20
and4% of the respondents are in the age group of 41 above.

11
 CHART-1

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON AGE GROUP

AGE GROUP

60

50

40
Below 20
30
52% 21-30

20 31-40
28%
10 16% 41 above
4%
0
Below 20 21-30 31-40 41 above

INFERENCE:

The majority of the respondents 52% is between the age group of

21-30.

12
 TABLE 2

4.2 SHOWING THE CLASSIFICATON OF RESPONDENTS

BASED ON GENDER

S.NO GENDER NO OF PERCENTAGE

RESPONDENTS
1. Male 52 52%
2. Female 48 48%
TOTAL 100 100%

INTERPRETATION:

From the above table 52% respondents are Male and 48%
respondents are Female.

13
 CHART 2

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON GENDER

GENDER
Male Female

48%

52%

INFERENCE:

The majority of the respondents 52% are in the Gender

group of Male.

14
 TABLE 3

4.3 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON EDUCATION QUALIFICATION

S.NO QUALIFICATION NO OF PERCENTAGE

RESPONDENTS
1. Illiterate 12 12%
2. HSC 28 28%
3. Graduate 47 47%
4. Others 13 13%
TOTAL 100 100%

INTERPRETATION:

From the above table ,47% of the respondents are Graduate, 28%
of the respondents are HSC, 13% of the respondents are Others and 12%
of the respondents are Illiterate.

15
 CHART-3

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON EDUCATION QUALIFICATION

QUALIFICATION

50

45

40

35

30

25 47% Illiiterate
20
HSC
15 28%
Graduate
10
12% 13%
5 Others

0
Illiterate HSC Graduate Others

INFERENCE:

The majority of the respondents 47% are the Educational group of

Graduate.

16
 TABLE -4

4.4 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON MARITAL STATUS

S.NO MARITAL NO OF PERCENTAGE

STATUS RESPONDENTS
1. Married 34 34%
2. Unmarried 66 66%
TOTAL 100 100%

INTERPRETATION:

From the above table is inferred that 34% of the respondents are
Married and 66% of the respondents are Unmarried.

17
 CHART-4

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON MARITAL STATUS

MARITAL STATUS

34%

66%

Married Unmarried

INFERENCE:

The majority of the respondents 66% are the marital status is

Unmarried.

18
 TABLE-5

4.5 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON OCCUPATION

S.NO OCCUPATION NO OF PERCENTAGE

STATUS RESPONDENTS
1. Students 75 75%
2. Business 5 5%
3. Employee 9 9%
4. Others 11 11%
TOTAL 100 100%

INTERPRETATION:

From the above table , 75% of the respondents are come under
Students, 11% of the respondents are Others, 9% of the respondents are
Employee and 5% of the respondents are Business.

19
 CHART -5

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON OCCUPATION

OCCUPATION
80

70

60

50
Students

Business
40
75%
Employee
30
Others
20

10
9% 11%
5%
0
Students Business Employee Others

INFERENCE:

The majority of the respondents 75% are the occupation group is

Students.

20
 TABLE-6

4.6 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED LIKING OF ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Like ice cream 100 100%
2. Unlike ice cream 0 0%
TOTAL 100 100%

INTERPRETATION:

From the above table 100% of the respondents Like Arun ice
cream.

21
 CHART-6

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED LIKING OF ARUN ICE CREAM

LIKE OF ARUN ICE CREAM

Like ice cream Unlike ice cream

0%

100%

INFERENCE:
The majority of the respondents 100% are like the Arun ice
cream.

22
 TABLE-7

4.7 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON PRODUCT PREFER OF ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Vanilla 14 14%
2. Strawberry 16 16%
3. Chocolate 24 24%
4. Butter Scotch 34 34%
5. Others 12 12%
TOTAL 100 100%

INTERPRETATION:

From the above table 34% of the respondents prefer Butter Scotch,
24% of the respondents prefer Chocolate, 16% of the respondents prefer
Strawberry, 14% of the respondents prefer Vanilla and 12% of the
respondents prefer Others.

23
 CHART-7

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON PRODUCT PREFER OF ARUN ICE CREAM

PRODUCTS
Vanilla Strawberry Chocolate Butter Scotch Others

12% 14%

16%

34%

24%

INFERENCE:

The majority of 34% of the respondents are prefer the

product is Butter Scotch.

24
 TABLE-8

4.8 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON SOURCE OF INFORMATION ABOVE

THE ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Advertisement 28 28%
2. Friends 23 23%
3. Relatives 19 19%
4. Social Media 20 20%
5. Others 10 10%
TOTAL 100 100%

INTERPRETATION:

From above the table 28% of the respondents sourced information

from Advertisement , 23% of the respondents sourced information from
Friends, 20% of the respondents are Social Media, 19% of the
respondents are Relatives and 10% of the respondents sourced
information from Others.

25
 CHART-8

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON SOURCE OF INFORMATION ABOVE

THE ARUN ICE CREAM

ABOVE THE ARUN ICE CREAM

Others 10%

20% Advertisement
Social Media
Friends
Relatives 19%
Relatives

Friends 23% Social Media

Others
Advertisement 28%

0 10 20 30

INFERENCE:

The majority 28% of the respondents came to know through

Advertisement.

26
 TABLE-9

4.9 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON DURATION OF USING ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Below 1 year 27 27%
2. 1-2 years 19 19%
3. 2-3 years 38 38%
4. Above 3 years 16 16%
TOTAL 100 100%

INTERPRETATION:

From the above table 38% of the respondents are used the Arun ice
cream was 2-3 years, 27% of the respondents are used Below 1 year, 19%
of the respondents are used 1-2 years and 16% of the respondents are
Above 3 years.

27
 CHART-9

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON DURATION OF USING ARUN ICE CREAM

DURATION OF USING ARUN ICE CREAM

40

35

30 Below 1 year
25
1-2 years
20 38%
2-3 years
15 27%

10 19% Above 3 years

16%

0
Below 1 year 1-2 years 2-3 years Above 3 years

INFERENCE:

The majority of 38% of the respondents are duration of using Arun

ice cream 2-3 years.

28
 TABLE- 10

4.10 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON FACTORS DETERMINING THE PURCHASE

OF THE ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Quality Ice Cream 16 16%
2. Flavours 32 32%
3. Cost Price 8 8%
4. Taste 30 30%
5. Others 14 14%
TOTAL 100 100%

INTERPRETATION:

From the above table 16% of the respondents are factor

determination purchase is Quality Ice Cream, 32% of the respondents are
factors determination of purchase is Flavours, 8% of the respondents are
in the group of Cost Price, 30% of the respondents are in the group of
Taste and 14% of the respondents are in the group of Others,

29
 CHART-10

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON FACTORS DETERMINING THE PURCHASE

OF THE ARUN ICE CREAM

PURCHASE BASED ON FACTORS

Quality Ice Cream Flavours Cost Price Taste Others

14% 16%

30%
32%

8%

INFERENCE:

The majority of 32% of the respondents are purchase for Arun ice
cream is Taste.

30
 TABLE-11

4.11 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON LIKE THE FLAVOURS OF ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Like the Flavours 100 100%
2. Unlike the 0 0%
Flavours
TOTAL 100 100%

INTERPRETATION:

From the above table said that 100% of the respondents are Like
the Flavours of Arun Ice Cream.

31
 CHART-11

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON LIKE THE FLAVOURS OF ARUN ICE CREAM

LIKE THE FLAVOURS

100
90
80
70
60
100% Like the Flavours
50
Unlike the Flavours
40
30
20
10
0%
0
Like the Flavours Unlike the Flavours

INFERENCE:

The majority 100% of the respondents are like the Flavours of

Arun ice cream.

32
 TABLE -12

4.12 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON PURCHASE BEHAVIOUR OF

THE ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Online 25 25%
2. Offline 75 75%
TOTAL 100 100%

INTERPRETATION:

From the above table 25% of the respondents purchase Arun Ice
Cream in Online and 75% of the respondents purchase from Offine.

33
 CHART-12

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON PURCHASE BEHAVIOUR OF

THE ARUN ICE CREAM

PURCHASE BEHAVIOUR
Online Offline

25%

75%

INFERENCE:

The majority of 75% of the respondents are purchase behaviour is

Offline.

34
 TABLE-13

4.13 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED SPENT MONEY ON ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Under 100 Rs 23 23%
2. 100 Rs-200Rs 48 48%
3. 201Rs-300Rs 17 17%
4. Above 301Rs 12 12%
TOTAL 100 100%

INTERPRETATION:

From above the table 23% of the respondents are spent money for
Arun ice cream is Under 100 Rs, 48% of the respondents are spent money
for 100Rs-200Rs, 17% of the respondents are spent money for 201 Rs-
300Rs and 12% of the respondents are spent money for Above 301 Rs.

35
 CHART-13

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED SPENT MONEY ON ARUN ICE CREAM

SPENT MONEY WISE CLASSIFICATION

50
45
40
35
30 Under 100 Rs
25 48%
101 Rs - 200 Rs
20
15
23% 201 Rs - 300Rs
10 17%
12% Above 301 Rs
5
0
Under 100 100 Rs- 201Rs-300Rs Above 301Rs
Rs 200Rs

INFERENCE:

The majority of 45% respondents are spent money for Arun ice
cream is 100Rs – 200Rs.

36
 TABLE-14

4.14 SHOWING THE CLASSIFICATION OF

RESPONDENTS BASED ON VIEW QUALITY

ABOUT THE ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTSGE

RESPONDENTS
1. Excellent 13 13%
2. Good 76 76%
3. Average 11 11%
4. Poor 0 0%
TOTAL 100 100%

INTERPRETATION:

From above the table 76% of the respondents felt it is Good, 13%
of the respondents felt it is Excellent, 11% of the respondents felt it is
Average and no me felt as Poor.

37
 CHART-14

SHOWING THE CLASSIFICATION OF

RESPONDENTS BASED ON VIEW QUALITY

ABOUT THE ARUN ICE CREAM

QUALITY
80

70

60

50
Excellent
40
76%
Good
30
Average
20
Poor
10
13% 11%
0 0%
Excellent Good Average Poor

INFERENCE:

The majority 76% of the respondents are said Good quality.

38
 TABLE-15
4.15 SHOWING THE CLASSIFICATION OF

RESPOONDENTS BASED ON PREFER THE

SEASONS OF ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Spring 16 16%
2. Summer 28 28%
3. Autumn 13 13%
4. Winter 8 8%
5. All Seasons 35 35%
TOTAL 100 100%

INTERPRETATION:

From the above table 35% of the respondents are prefer Arun ice
cream is All Seasons, 28% of the respondents are prefer Summer, 16% of
the respondents are prefer Spring, 13% of the respondents are prefer
Autumn and 8% of the respondents are prefer Winter.

39
 CHART-15

SHOWING THE CLASSIFICATION OF RESPOONDENTS

BASED ON PREFER THE S EASONS OF ARUN ICE CREAM

USAGE OF SEASONS
Spring Summer Autumn Winter All Seasons

16%
35%

28%

8%
13%

INFERENCE:

The majority 35% of the respondents are using the All seasons of
Arun ice cream.

40
 TABLE-16

4.16 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON CATEGORY OF CUSTOMERS

MOSTLY LIKE ARUN ICE CREAM

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1. Childrens 36 36%
2. Adults 16 16%
3. Youngsters 48 48%
TOTAL 100 100%

INTERPRETATION:

From the above table 36% of the respondents based on customers

mostly like arun ice cream are come under Childrens category, 16% of
the respondents are Adults and 48% of the respondents are Youngsters.

41
 CHART-16

SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON CATEGORY OF CUSTOMERS MOSTLY

LIKE ARUN ICE CREAM

CATEGORY OF CUSTOMERS MOSTLY LIKE

Youngsters 48

Adults 16
Childrens

Adults
Childrens 36
Youngsters

0
10
20
30
40
50

INFERENCE:

The majority of 48% respondents are mostly like arun ice

cream is Youngsters category.

42
 TABLE-17

4.17 SHOWING THE CLASSIFICATION OF

RESPONDENTS BASED ON COMPETITORS OF

THE ARUN ICE CREAM

S.NO COMPETITORS NO OF PERCENTAGE

RESPONDENTS
1. Aavin ice 46 46%
2. Jelly’s 14 14%
3. Top ice 25 25%
4. Others 15 15%
TOTAL 100 100%

INTERPRETATION:

From the above table 46% of the respondents felt Aavin ice as
competitor, 14% of the respondents felt Jelly’s as competitor, 25% of the
respondents felt Top ice as competitor and 15% of the respondents felt
Others as competitor.

43
 CHART-17

SHOWING THE CLASSIFICATION OF

RESPONDENTS BASED ON COMPETITORS

OF THE ARUN ICE CREAM

COMPETITORS
Aavin ice Jelly’s Top ice Others

15%

46%

25%

14%

INFERENCE:

The majority 46% of the respondents are select the competitor

company is Aavin ice.

44
 TABLE-18

4.18 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON EAT THE ARUN ICE CREAM &

LIKE ABOUT THE FALVOURS

S.NO FLAVOURS NO OF PERCENTAGE

RESPONDENTS
1. Cup ice 24 24%
2. Cone ice 29 29%
3. Kulife ice 47 47%
TOTAL 100 100%

INTERPRETATION:

From the above table 24% of the respondents like Cup ice, 29% of
the respondents like Cone ice and 47% of the respondents like Kulife ice.

45
 CHART-18

4.18 SHOWING THE CLASSIFICATION OF RESPONDENTS

BASED ON EAT THE ARUN ICE CREAM &

LIKE ABOUT THE FALVOURS

VIEW FLAVOURS
Cup ice Cone ice Kulife ice

24%

47%

29%

INFERENCE:

The majority of 47% respondents are like the flavours is Kulfie ice.

46
 TABLE-19

4.19 SHOWING THE CLASSIFICATION OF

RESPONDENTS BASED ON SATISFACTION

LEVEL OF TOP ICE CREAM

S.NO SATISFACTION NO OF PERCENTAGE

RESPONDENTS
1. Highly Satisfied 42 42%
2. Highly 3 3%
Dissatisfied
3. Satisfied 51 51%
4. Dissatisfied 4 4%
TOTAL 100 100%

INTERPRETATION:

From the above table 42% of the respondents are Highly Satisfied,
3% of the respondents are Highly Dissatisfied, 51% of the respondents
are Satisfied and 4% of the respondents are Dissatisfied.

47
 CHART-19

SHOWING THE CLASSIFICATION OF

RESPONDENTS BASED ON SATISFACTION

LEVEL OF TOP ICE CREAM

SATISFACTION LEVEL
60

50
Highly Satisfied
40
Highly Dissatisfied
30
51% Satisfied
42%
20 Dissatisfied

10

3% 4%
0
Highly Highly Satisfied Dissatisfied
Satisfied Dissatisfied

INFERENCE:

The majority 51% of the respondents are feel about Satisfied.

48
 TABLE-20

4.20 SHOWING THE CLASSIFICATION OF

RESPONDENTS BASED ON SUGGESTION

OF IMPROVE THE QUALITY

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDETS
1. Improve Taste 42 42%
2. Increase the 46 46%
Flavours
3. Adjust 9 9%
Temperature
4. Others 7 7%
TOTAL 100 100%

INTERPRETATION:

From the above table 42% of the respondents are choose the
quality is Improve Taste,46% of the respondents are select Increase the
Flavours, 9% of the respondents are select Adjust Temperature and 7% of
the respondents are select Others.

49
 CHART-20

SHOWING THE CLASSIFICATION OF

RESPONDENTS BASED ON SUGGESTION

OF IMPROVE THE QUALITY

SUGGESTIONS
Improve Taste Increase the Flavours Adjust Temperature Others

7%
9%
40%

44%

INFERENCE:

The majority 44% of the respondents are expect the suggestion is

Increase the flavours.

50
 CHAPTER-V

5.1 FINDINGS:

 The majority of the respondents 52% is between the age group

of 21-30.
 The majority of the respondents 52% are in the Gender group of
Male.
 The majority of the respondents 47% are the Educational group
of Graduate.
 The majority of the respondents 66% are the marital status is
Unmarried.
 The majority of the respondents 75% are the occupation group
is Students.
 The majority of the respondents 100% are like the Arun ice
cream.
 The majority of 34% of the respondents are prefer the product is
Butter Scotch.
 The majority 28% of the respondents came to know through
Advertisement.
 The majority of 38% of the respondents are duration of using
Arun ice cream 2-3 years.
 The majority of 32% of the respondents are purchase for Arun
ice cream is Taste.

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 The majority 100% of the respondents are like the Flavours of
Arun ice cream.
 The majority of 75% of the respondents are purchase behaviour
is Offline.
 The majority of 45% respondents are spent money for Arun ice
cream is 100Rs – 200Rs.
 The majority 76% of the respondents are said Good quality.
 The majority 35% of the respondents are using the All seasons
of Arun ice cream.
 The majority of 48% respondents are mostly like arun
ice cream is Youngsters category.
 The majority 46% of the respondents are select the competitor
company is Aavin ice.
 The majority of 47% respondents are like the flavours is Kulfie
ice.
 The majority 51% of the respondents are feel about Satisfied.
 The majority 44% of the respondents are expect the suggestion
is Increase the flavours.

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5.2 SUGGESTIONS:

 To introduce advertisement to reach more customers.

 They can also follow online sales.
 If a better to improve some more flavours.

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5.3 CONCLUSION:

A study an customer satisfaction on Arun Ice Cream made us to

know the factors determining the satisfaction level of the customer. As
per Mahahtma Gandhiji quote “A customer the most important vistor on
our prenises he is not dependent on us we are dependent on him”. So
satisfying is customer a very essential only then the company can earn
good will in the market.

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5.4 BIBLIOGRAPHY:

www.google.com
www.arunicecream.com
www.icecreamwikepedia.com

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