Marketing Research

Walls Carte Dor Ice cream parlors

By
Khalil ur Rehman
Mirza Qaiser Baig
Aleem Habib
Ahmed Sohaib
Introduction
 Research being done for the launch of the Walls
(Carte Dor) ice cream parlor in different areas of
Karachi

 Primary research through the questionnaires has

been done to find out the consumer preferences,
their frequency of visiting Ice cream parlors, their
preferences and choices among the available
brands, what they seek in an ice cream parlor
and their willingness about the launch of the Ice
cream parlor.
Introduction
 The results are illustrated in forms of tables and
charts to have a better understanding of the
study. We have also done hypothesis testing
regarding the consumer willingness to visit an Ice
cream parlor, analyzing the potential in our
target market.

 Some secondary data collected through various

sources has also been incorporated to support
various findings.
Hierarchy
 Unilever
 Unilever Pakistan
 Walls
 Carte Dor
Industry Five Forces Model
Company SWOT
Company Success Building Blocks
Competitive Profile Matrix
Company Strategic Mapping
Market Share

Market Share of different Ice cream Brands Yummy

according to the Survey Walls
Igloo
8% 3%
7% Moven Pick
2% Hagendaz
9%
Hico
Gellato
1%
3% 48% Minimelts
Others
12%
6% None
 Price Vs Quality
80.00%
% of People Responded

70.00%
60.00%
50.00%
Quality
40.00%
Price
30.00%
20.00%
10.00%
0.00%
Very High High Average Low Very Low

Scale ( Very High to Very Low)

As it could be interpreted through the graph, that majority of people think that
walls has average price and high quality which actually a good sign that in
terms of quality consumer perceive walls as a high quality product. And since
the price is perceived to be falling in the range of average, it is unlikely that
consumer may switch to some other product.
Questionnaire Findings
 Through this survey, a number of things
have been found out.
 Market share of different Ice cream parlors
already available in the city.
 Most important consideration in Parlor choice
 Consumer’s expectations in ice cream parlors
or the factors that the consumer think should
be available in the ice parlor he wishes to visit.
 Frequency of visits to Ice cream parlors
according to age
Market Share of Ice cream parlors
Ice cream Parlors normally visited by the
Consumers
2% 11%
22%
6%
1%
3%

6%

11%
37%

Snoopy Gelato Affair

Moven Pick Dip shop
Minimelts Mars, Bounty, Galaxy…
Baloch Rajoo
Others
Consumer’s consideration in Parlor choice

Most important consideration in Parlor

choice

None
Location 9%
8%
Ambience
Variety
41%
5%
Price
5%
Taste
12% Friends Quality
6% 14%
Consumer’s expectations in Parlor
Consumers Expectations in an Ice-cream Parlor

Variety
6%
9% 24% Taste
4%
6% Air conditioned area

Ambience

Good service

Juke box/ music

25% 24%
2% Quality

None
Frequency of visits to Ice cream parlors
according to age
Frequency of visists to ice cream
parlors of the people below 18

Less than
7% once a w eek
7% 1 to 3 times
4% per w eek
4 to 6 times
19% per w eek
once a month
44%
Never
19%
Other
Frequency of visits to Ice cream parlors
according to age
Frequency of visits to Icecream parlors of the
people b/w 18-25
Less than once a
w eek
6.0%
19.0% 1 to 3 times per
w eek
19.0%
4 to 6 times per
w eek
once a month
19.0%
Never

Other
37.5%
Frequency of visits to Ice cream parlors
according to age
Frequency of visits to Ice cream
parlors of the people b/w 25-35
Less than once
a w eek
1 to 3 times per
0.12 0.18 w eek
4 to 6 times per
0.18 w eek
once a month

0.33 Never
0.15
0.03
Other
Frequency of visits to Ice cream parlors
according to age
Frequency of visists to Ice cream parlors of the
people above 35
Less than once
a w eek
1 to 3 times per
25.0% 25.0% w eek
4 to 6 times per
w eek
once a month

Never

12.5% 12.5%
Other
Hypothesis Testing
 Walls Ice cream is considering the introduction of Ice cream
parlors in city. The parlors will be introduced if more than
40% of the consumers willing to pay visit to ice cream
parlor. The hypothesis formulated is
Ho: π < 0.40
H1: π > 0.40

If the null hypothesis H0 is rejected, then the alternative

hypothesis H1 will be accepted and the plan for introducing
new Carte dor Ice cream parlors will be adopted. On the other
hand if H0 is not rejected then the idea for introducing new
parlors in city should not be accepted.
Hypothesis Testing
 This test of the null hypothesis is a one tailed test, because
the alternative hypothesis is expressed directionally: the
proportion of consumers who are willing to visit parlors for
Ice cream is greater than 0.40.

 For testing purpose we use z-statistics, which follows the

standard normal distribution. This statistic would be
computed as follows
Z = ρ-π / σp.
Average Weighted Mean of Consumers
Willing to visit Ice cream parlors
Hypothesis Testing
 The significance level we have taken for this test is 0.05.

 The sample size we have taken in this survey is of 30

respondents which are analyzed for their preferences
through comprehensive questionnaires.

 Consist a portion for examining the consumer is willing to

visit parlor for having Ice cream.

 The weighted average mean of the data collected shows

that 17 respondent will prefer to go out at a parlor for ice
cream (Data Tabulation for Table 1A, as above). Thus the
value for sample proportion is p=17/30 = 0.567
Hypothesis Testing
 The test statistic z can be calculated as follows
Z = ρ-π / σp
Z = 0.567-0.40 / 0.089
Z = 1.88

 Using standard normal tables, the probability of

obtaining a z value of 1.88 can be calculated as
above. The z-table value of z=1.88 is 0.9699.
The area to the right of z = 1.88 us 1.00 –
0.9699= 0.0301.
Hypothesis Testing
 The probability associated with the calculated or
observed value of the test statistic is 0.0301. This
is the probability of getting a p value of 0.567
when π = 0.40. This is less than the level of
significance of 0.05. Hence the null hypothesis is
rejected.
Recommendation
 Ho is rejected, and alternate hypothesis H1 is
accepted i.e. Walls should open Carte dor Ice
cream parlors as more consumers are willing to
visit out at parlors for having Ice cream.
Thank you