RAMANAN T(11AC21)
RESHMI R(11AC23) SAHAYA VINOD KUMAR(11AC24)
FINDINGS
Coimbatore
10 (M-5,F-5)
6 (M-3,F-3)
16 (M-8,F-8)
Chennai
10 (M-10,F-3)
7 (M-4,F-3)
17 (M-14,F-6)
Total
20 (M-15,F-8)
13 (M-7,F-6)
33 (M-22,F-14)
Reason for not visiting Arun unlimited even though they are aware
Observation:
As Health concern is one of the main reasons for non customers not visiting Arun unlimited , Arun unlimited should introduce Low fat, Sugar free, Natural fruit icecreams . Also Non customers feel Arun unlimited should have advertisements
Observation: Arun Unlimited customers came to know about Arun Unlimited mainly through word of mouth. Non customers came to know about their favorite ice cream parlors through TV. Suggestion: Arun unlimited has to use TV as a medium to increase its customer base
TARGET
Observation: 47% customers prefer eat in and 40% prefer both. Hence ambience/shop layout is important. The ambience should be attractive for friends and groups especially the 1530 age group. These are the target customers as >31 age group rarely consume ice-cream
Observation: Comparing the previous 2 graphs Arun unlimited has to concentrate on Promotional offers and Pricing.
Observation: 69% of customers feel that icecreams at Arun unlimited is overpriced and 71% said they will not visit Arun unlimited if pricing is increased. Arun unlimited has to take care of this as it needs to be sensitive about its products price hike which may happen due to increasing milk prices etc.
Observation: Arun unlimited plans to convert all Arun Unlimited parlors into shops selling all the Hatsun products. It seems to have a good response from customers
That ice creams and soft drinks have the highest share of stomach among dessert food items in the country. The frequency of ice cream consumption is highest in Delhi and lowest in Hyderabad. Indian consumers prefer cups over cones. That vanilla and butterscotch are preferred over chocolate flavoured ice creams. Youth are not considered while setting up a icecream parlour.
Ice cream manufacture in Arun Unlimited Shop Layout is very important for an icecream parlour Arun Unlimited new flavour introduction method Arun Unlimited Inventory maintanence Arun Unlimteds importance to hygiene Deciding factors of shop location Customer Segmentation of Arun unlimited Important factors necessary to attract crowd other than ice creams Lack of advertisements may be the reason for some people not being aware of Arun Unlimited. Lack of promotional offers, other products provided by other icecream parlours may affect Arun Unlimited
2. Preference among age groups - No particular pattern. But among children chocolate is the most liked flavour.(Literature review)
3. The general tendency of a typical customer is to order butterscotch or vanilla unless provided suggestions by the icecream parlor staff. (Expert opinion)
RESEARCH PROCESS
Type of research: Basic Research methodology: Qualitative, Empirical Research design: Exploratory Research Methods: Secondary Data analysis, Survey Target population: Customers and Non customers of Arun Unlimited Sampling frame: Two cities Coimbatore and Chennai Sampling method: Convenience Sampling Sample size: 33
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