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A MARKET ANALYSIS ON THE OPPORTUNITIES FOR SOFTY ICE CREAMS IN COCHIN CITY - WITH SPECIAL REFERENCE TO HINDUSTAN LEVER
LTD (KWALITY WALLS) By
JOSEPH PREMAL AUSTIN (Reg. No: 35104129) Of S.R.M Engineering College PROJECT REPORT Submitted to the S.R.M SCHOOL OF MANAGEMENT In the partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION SRM INSTITUE OF SCIENCE AND TECHNOLOGY DEEMED UNIVERSITY SRM NAGAR KATTANKULATHUR - 603203 MAY - 2006
S.R.M. School of Management KATTANKULATHUR 603 203, KANCHEEPURAM DIST.
CERTIFICATE
This is to certify that the project report entitled A MARKET ANALYSIS ON THE OPPORTUNITIES FOR SOFTY ICE CREAMS IN COCHIN CITY WITH SPECIAL REFERENCE TO HINDUSTAN LEVER LTD (KWALITY WALLS) is a bonafide record of work carried out by Mr. JOSEPH PREMAL AUSTIN, Reg. No. 35104129, in partial fulfillment for the award of Master of Business Administration Degree of the Deemed University of S.R.M during period January February 2006 under my guidance. Certified further to the best of my knowledge the work reported herein doesnot form a part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other certificate. Date : Place : Chennai
Mr. SADASIVAN Asst. Professor and Project Guide
DR. JAYASHREE SURESH, Head of the Department, M.B.A.
R. VENKATRAMANI Principal
External Examiner
Name
Signature :
HINDUSTAN LEVER LIMITED 101Santhome High Road (Entrance from South Canal Bank Road) Chennai 600 028
April 26, 2006
Dean SRM SCHOOL OF MANAGEMENT STUDIES SRM. Nagar, Kuttankulathur Kancheepuram District 603 203
JOSEPH PREMAL AUSTIN Final year Project Title: A MARKET ANALYSIS ON THE OPPORTUNITIES FOR SOFTY ICE CREAMS IN COCHIN CITY - WITH SPECIAL REFERENCE TO KWALITY WALLS
We wish to certify that Mr. Joseph Premal Austin has completed the above project with our company during the period 1st January 2005 to March 2005. He has completed the project assigned to him and has submitted the report.
Thanking you, Yours Sincerely,
JACOB JOHN SALES OFFICER
Registered Office: HINDUSTAN Lever House, 165/166 Backbay reclamation, Mumbai 400 020 ACKNOWLEDGEMENT
First of all may I thank almighty GOD for helping me complete this project successfully.
Let me not forget my parents whose unending support rendered to me to complete this project has proved invaluable.
have
great
pleasure
in
acknowledging
my
thanks
to
MR. R. VENKATRAMANI, Principal of his encouragement and help throughout the course.
I am also indebted to DR. JAYASHREE SURESH, Head of the Department for her valuable suggestions for completing this project to be a success.
Mr K. SADASIVAN my academic guide, with his divesting ability to cut through my waffle and put me straight whenever I lose focus or logic.
Last but not the least Ive special gratitude to all respondents who played a phenomenal role in materializing this work successfully.
CONTENTS Chapter Page No.
I.
INTRODUCTION Company Profile Industry Profile Product Profile
1 2 4 5 9
II.
NEED, OBJECTIVES AND HYPOTHESIS OF THE STUDY Need of the study Objective of the Study Hypothesis of the Study
12 15 17 19 32
III. IV V VI
SCOPE OF THE STUDY LIMITATIONS OF THE STUDY RESERCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION
VII VIII
SUMMARY OF FINDINGS SUGGESTIONS AND RECOMMENDATION
128 134
IX
CONCLUSION ANNEXURE BIBLIOGRAPHY
137
145
LIST OF FIGURES
Fig. No.
Title
Page No.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.
Consumption of Ice cream Occasion for consumption of Ice cream Purchase of specific brand of ice cream Top in mind brands among the respondents Preference for type of ice cream Frequency of purchase of ice cream Preference for outlet for purchase of ice cream Influence to purchase ice cream Period of day ice cream is consumed Consumption of cone ice cream Reasons for not consuming cone ice cream Awareness of Kwality Walls Cone ice cream Reason for unawareness of Kwality Walls Cone Acceptable price for the value added product Preference for dual flavour Ice cream Effective media for Ice cream products Effective promotional tool for Ice Cream Products Overall satisfaction level of Softy from Kwality walls Age wise description of the respondents. Gender wise description of the respondents. Occupation wise description of the respondents.
34 36 38 40 42 44 46 48 50 52 54 56 57 59 61 63 65 67 69 71 73
LIST OF TABLES Table No. 1. Title Page No. 33
Description about consumption of ice cream among the respondents.
2.
Description about occasion for consumption of ice cream among the respondents
35
3.
Description about purchase of specific brand of ice cream among the respondents
37
4.
Description about top in mind brands among the respondents.
39
5.
Description about preference for type of ice cream among the respondents.
41
6.
Description about frequency of purchase of ice cream among the respondents.
43
7.
Description about preference for outlet for purchase of ice cream among the respondents.
45
8.
Description about influences to purchase ice cream among the respondents.
47
9.
Description about the period of day ice cream is consumed among the respondents.
49
10.
Description about consumption of cone ice cream among the respondents.
51
Table No.
Title
Page No.
11.
Description about reason for not consuming cone ice cream among the respondents
53
12.
Description about awareness of Kwality Walls cone ice cream among the respondents
55
13
Description about reason for unawareness of Kwality Walls consumption of cone ice cream among the respondents
57
14.
Description about acceptable price for the value added product among the respondents.
58
15.
Description about preference for dual flavor ice cream among the respondents.
60
16.
Description about effective media for ice cream products among the respondents.
62
17.
Description about effective promotional tool for ice cream product among the respondents.
64
18.
Description about overall satisfaction level of Soft form Kwality Walls among the respondents.
66
19. 20. 21.
Age wise description of the respondents. Gender wise description of the respondents. Occupation wise description of the respondents.
68 70 72
Table No.
Title
Page No.
22.
Cross tabulation between sex of the respondents and consumption of ice cream
74
23.
Cross tabulation between awareness of Kwality Walls Cone ice cream and effective media for ice Cream
76
24.
Cross tabulation between consumption of Cone ice cream and age of the respondents
78
25.
Cross tabulation between occupation of the respondents and awareness of Kwality Walls cone ice cream
80
26.
Classification of respondents based on relation between the outlet and purchase of ice cream
82
27.
Classification of respondents based on relation between occupation and consumption of ice cream
85
28.
Classification of respondents based on relation between the age of respondents and consumption of ice cream
88
29.
Classification of respondents based on the frequency of purchase of ice cream
91
30. 31.
Cross tabulation between rating assigned to various factors for purchasing ice cream Cross tabulation between age of the respondents and effective media for ice cream products
94 98
Table No.
Title
Page No.
32.
Cross tabulation between frequency of purchase of ice cream and preferred outlet for purchase of ice cream
102
33.
Cross tabulation between occupation of the respondents and effective promotional tool for ice cream products.
106
34.
cross tabutation between different dual flavour and customers preference level
110
35.
Cross tabulation between ranking assigned to various flavours.
113
36.
Cross tabulation between quality and brand image of ice cream
116
37.
Cross tabulation between price and quality of ice cream
118
38.
Cross tabulation between additional nutrients in between wafers and adding flavour to wafer
120
39.
Cross tabulation between change in size of cone and change in appearance of cone
121
40.
Cross tabulation between quality and additional nutrients in between wafers
122
41.
Cross tabulation between flavour and adding flavour to wafer.
125
Dedicated to
My
Parents and My Brother
Introduction
CHAPTER 1
INTRODUCTION
Todays successful companies share a strong focus and a heavy commitment to marketing. Modern marketing seeks to attract new customers by promising superior value and to keep current customers by promising superior value and to keep current customers by delivering satisfaction. Sound marketing is critical to the success of all organizations, whether large or small, for profit or non-profit, domestic or global.
Many people think of marketing as only selling or advertising. But marketing combines many activities marketing research, product development, distribution, pricing, advertising, personal selling, and others designed to sense, serve, and satisfy consumer needs while meeting the organisations goals.
Marketing operates with in a dynamic global environment. Rapid changes can quickly make yesterdays winning strategies obsolete. In the twenty first century
marketers will face many new challenges and opportunities. To be successful companies will have to be strongly market focused.
1.1 COMPANY PROFILE
Hindustan Lever Limited (HLL) is Indias largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages.
The vision that inspires HLLs 32,400 employees (41,400 including group companies), including about 1,480 managers, is to meet everyday needs of people everywhere to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life. This objective is achieved through the brands that the company markets.
It is an ethos HLL shares with its parent company, Unilever, which holds 51.57% of the equity. A Fortune 500 transnational, Unilever sells Food and Home and Personal Care brands through 300 subsidiary companies in about 100 countries worldwide with products on sale in a further 50.
Business nature
HLL is Indias largest marketer of Soaps, Detergents and Home Care products. It has the countrys largest Personal Products business, leading in Shampoos, Skin Care Products, Colour Cosmetics, deodorants and Fragrances. HLL is also the market leader in Tea, Processes Coffee, branded Wheat Flour, branded Iodized Salt, Tomato Products, Ice cream, Soups, Jams and Squashes. HLL is also one of the countrys biggest exporters and has been recoganised as a Golden Super Star Trading House by the Government of India; it is a net foreign exchange earner. The companys Exports portfolio includes branded Soaps and Detergents, Personal Products, Home Care Products, Tea and Coffee, Marine Products, Basmati Rice, Castor Oil and its Derivatives and Leather Footwear.
The Kwality-Walls range comprises popular Impulse segment Ice cream brands like the Max range for children, and Cornetto and Feast for teenagers and young adults, and Soft Ice Cream. The company has also introduced some of the worlds most popular ice-creams and desserts from the Unilever portfolio including Magnum, the worlds largest selling ice-cream, and Viennetta.
HLL is reputed for conducting its business in a transparent manner with honesty and integrity and with respect for the interests of those, the companys activities can effect. HLL believes that this reputation is an asset, just as real as its people, brands and factories.
HLL markets products, which consistently offer value In terms of price and quality and are safe for their intended use.; Its operations are run in an environmentally sound and sustainable manner, ensuring that the processes and products conform to standards set by authorities. If HLL straddles the Indian corporate world, it is also single-minded in identifying itself with Indian aspirations
and devotes itself to upgrading the value of Indian resources to globally to competitive levels.
1.2 INDUSTRY PROFILE
Ice cream is often called The Great American Dessert. Although the product is typically American, the U.S. cannot claim its origin. Very little is known of the early history of ice cream; however, the product is definitely known to have been introduced from Europe. The ice cream industry as we known it today, however was wholly developed in the United States.
Ice cream undoubtedly evolved from iced beverages and fruit ices that were popular in early medieval periods, some of which probably contained milk or cream. The practice, in early times, of cooling drinks in ice and snow containing salt is a matter of record. It seems possible that in overcooling some of these punches, the ice was discovered. At any rate, varios records of frozen fruit flavored ices have been found in European history and frozen ices are still more popular in continental Europe than in the United States and Canada.
The ice cream cone was invented at the St. Louis Fair in 1904, it turns out that a New Yorker named Italo Marchiony had a U.S. patent on just such an item several months before the fair opened. Marchiony had been selling lemon ice in cones from his pushcart since 1896, and was issued a patent on his mold on December 13, 1903, after having applied for the patent in September of that year.
1.3 PRODUCT PROFILE
In a bid to boost its ice cream business, Hindustan Lever Ltd (HLL) plans to set up 1,000 kiosks the country selling Softy ice cream under its brand Kwality Walls.
Having set up Softy kiosks at Chennai, HLL is in the process of setting these up at Mumbai followed by Delhi and Kolkata.
HLLs ice cream and frozen dessert business yielded a turnover of Rs 164 crore for the year 2000 as compared to Rs 171 crore in the previous year.
Marketing for its Softy will not be television-driven, but through local visibility campaingn. Based on consumer insights, a pilot was carried out in Chennai and has now been extended to Mumbai. HLL had launched Softy at Chennai in April 2000 and at Mumbai in October 2000. So far, 45 kiosks have been set up in Mumbai.
At a Kwality Walls kiosk, the consumer will experience innovateive promotions and themes that will take place regularly at and around the outlet kisosk, it will be seen as a cool place to hang out and a great place to eat out.
Kwality Walls has perfect blend of affordability, hygiene and taste that will win over the consumer.
Kwality Walls Softies are untouched by human hands. The first hand that touches the products is the consumers. Kwality walls uses a pre-mix liquid produced and sealed at the factory and is untouched by the operator at the outlet. The
advanced Tamper Proof technology and the sophisticated softy dispensers make sure that hygiene is given the highest priority. The ingredients are pasteurized and homogenized, which ensure true quality and consistency of the end product.
As a result Kwality Walls is the only one offering a superior and completely hygienic product. Kwality Walls aims to ensure that the consumer gets a world class product delivered to meet local taste requirement under strict Unilever standards of hygiene and at a great price.
Even as Hll claims a leadership position 55 percent market share followed by 35 percent captured by Amul and Mother Dairy together the fact remains that it has not been able to turn around its ice cream business after an investment of Rs 1bn since the year 1996 when it entered the business. The company hopes to trigger overall ice cream sales through the laugh of low priced softy soft ice cream dispensed into a cone from a machine segment by pricing it an affordable Rs.7. The company claims to have sold 10-million cones so far since the launch of its softies in the three cities if Chennai, Mumbai and Delhi.
The companys ice cream business currently contributes around 2% of the total revenue and has share of 55% in the organized market and 30% of the total market. The business has a network covering 30,000 outlets in 150 towns and 6000 mobile carts across the country. In 2002, Kwality Walls introduced a host of unique product innovations under a new brand called Cornetto Soft. The new range includes a Supercone ( a biggest Soft Cone, Vanilla and other flavours like Chocolate, Strawberry etc), Strawberry Sundae cup (Creamy tasty Vannilla topped with rich strawberry sauce), Chocolate Sundae cup (Creamy tasty Vanilla topped with thick chocolate sauce), Ripple Cones (Creamy tasty Vanilla Softy with strawberry or Mango ripples) and
Nutty Delight (Creamy tasty Vanilla topped with thick Chocolate Sauce and nuts, served in a cup). The price ranges from Rs. 7/- for a super cone to Rs. 20/- for a Nutty Delight.
Need, Objectives and
Hypothesis of the Study
CHAPTER II NEED, OBJECTIVES AND HYPOTHESIS OF THE STUDY
2.1
Need for the study
Every company may be facing issues in all of its functional areas. And the customers needs and preferences are changing day by day.
In order to retain and attract the markets the wanted to study on the satisfaction level and to suggest suitable measures for serving the customer and to have a commendable position in future also.
2.2
Objectives of the study
Primary Objective
The study, conducted to scan the marketing opportunities for Softy Ice creams in general and companys product in particular.
In order to achieve the primary objective some secondary objectives were taken into consideration. They are
Secondary Objectives
1. 2. 3. 4. 5. 6. 7. 8. 9.
To determine the consumption level among the family members. To find out the occasion during which ice cream is consumed To determine the brand preferences among the consumers To find out the top in mind brands among the ice cream consumers. To find out the preferred type of ice cream among the consumers. To determine the frequency of purchase of their preferred ice cream. To study consumers preference of outlets for purchase of ice creams. To find out the influence in the purchasing decision of ice cream. To find out the most preferred flavors among the consumers
10. To identify the various factors looked forward while purchasing an ice cream. 11. To study during which period of day ice cream is consumed by consumers. 12. To find out the reasons for non consumption of softy ice cream. 13. To determine the awareness level of Kwality Walls Cone ice cream. 14. To evaluate the preferences among consumers towards value addition to ice cream like Cashews, Pista, Badam etc.,
15. To find out the product modifications required from its existing consumers. 16. To determine the preference among the consumers towards dual flavoured ice creams. 17. To find out the effective media and promotional tool for ice cream products. 18. To evaluate the overall satisfaction level of softy from Kwality Walls.
2.3
Hypothesis of the Study
1.
There is no significant relationship between sex of the respondents and consumption of ice cream.
2.
There is no significant relationship between awareness of Kwality Walls cone ice cream and effective media for ice cream products.
3.
There is no significant relationship between age of the respondents and consumption of corn ice cream.
4.
There is no significant relationship between occupation of the respondents and awareness of Kwality Walls cone ice cream.
5.
There is no significant relationship between consumption of ice cream and preferred outlet for purchase of ice cream.
6.
There is no significant relationship between consumption of ice cream and occupation of the respondents.
7.
There is no significant relationship between consumption of ice cream and age of the respondents.
8.
There is no significant relationship between consumption of ice cream and frequency of purchase of ice cream.
9.
There is no significant relationship between rating assigned to factors for purchasing ice cream.
10.
There is no significant relationship between age of respondents and effectiveness of media.
11.
There is no significant relationship between frequency of purchase and preferred outlet for consumption of ice cream.
12.
There is no significant relationship between occupations of the respondents and effective promotional tool for ice cream products.
13.
There is no significant relationship between customer preferences with respect to dual flavored ice cream.
14.
There is no significant relationship between ranking assigned to various flavors.
15.
There is no correlation between quality and brand image of ice cream
16.
There is correlation between price and quality of ice cream.
17.
There is no correlation between change is size of cone and change in appearance of cone
18.
There is no correlation between additional nutrients in between wafers and adding flavour to wafer.
19.
There is no correlation between quality and additional nutrients in between wafers
20.
There is no correlation between flavours and adding flavour to wafer
Scope of the Study
CHAPTER III
SCOPE OF THE STUDY
The research work was conducted in different areas in Cochin city selecting 200 consumers. The study was done with the aim of scanning marketing opertunitiesfor the soft ice creams and the possible growth opportunities. The study mainly concentrate on the moves to go for a brand and the level of satisfaction with respect to present brand.
Hence this project goes through the complete study of consumers of softy icecreams.
Limitations of the Study
CHAPTER IV
LIMITATIONS OF THE STUDY
1. 2. 3.
Biased answers were unavoidable. The time of the study was limited The questionnaire was designed in English thus illiterate and less educated consumers had to be orally interviewed to obtain feed back.
4.
Secondary data regarding the softy was very difficult to obtain as it is a new venture.
5.
The study and research findings is limited to Cochin city only.
Research Methodology
CHAPTER V
RESEARCH METHODOLOGY
A Research Methodology is the specification of method and procedure for acquiring the information needed to structure so as to solve problems. It gives a sequential framework and pattern used in the research. 5.1 Research Problem
The present study is concerned with scanning the marketing opportunities for Softy Ice Cream, with special emphasis to identify the acceptance level of customers with regard to price increase, preference to value added product and also to dual flavoured ice creams only then company can come with new products, product improvements etc. to serve the consumer better.
5.7
Sources of Data Primary and secondary data were utilized for the purpose of the study by the
researcher.
Primary Sources A first hand information was collected from consumers using a questionnaire.
Secondary Sources The secondary data for the study was obtained from
News Papers Magazines and Journals Websites.
5.3
Type of Research Design
Based on the objectives of the study the researcher used descriptive research method. Descriptive studies attempt to determine the frequency with which
something occurs or the relationship between two phenomena. Descriptive studies are more rigid than exploratory studies. Although association can more be used to
infer, they more often provide a sound basis for the solution of marketing problems. This study is more descriptive and exhaustive.
5.4
Instrument Design In order to obtain information the researcher prepared direct and structured
questionnaire. The researcher prepared a single questionnaire according to need of data from the consumers. The questionnaire was constructed with utmost care and caution as it forms the foundation for effective analysis and interpretation. The questionnaire has been constructed incorporating. Dichotomous questions. Specific questions relating to ranking features on a 5 point scale. Multiple choice questions.
5.5
Research Plan
Survey method was chosen to obtain the needed information from the consumers so as to study various parameters of the research objectives.
A preliminary study was first carried out to get a better clarity and understanding of the market.
Based on preliminary study results, a questionnaire was developed and a pilot survey was initiated to test its effectiveness. questionnaire was further remodeled and modified. The
Subsequently the data collected from main survey was tabulated, summarized, analysed and presented in sequential and logical order.
5.6
Sample Design
Sample : A part of the population which is selected for obtaining the necessary information is referred to as sample. The organization wanted to limit the error of estimation to 2% at 95% confidence level (ie 1.96). Z2 x (SD)2 n= e2 = (1.96)2 x (0.1449)2 (0.02)2 = 201.6 The sample size is determined as 201.6. In order to increase the validity and reliability the sample is fixed 200.
5.8 1.
Statistical Tools Used Chi-Square Test The 2 test is one of the simplest and most widely used non-parametric test
in statistical work. The symbol 2 is the greek letter chi. The 2 test was first used by Karl pearson in the year 1890. the quantity 2 describes the magnitude of the discrepancy between theory and observation. It is defined as n i=1 with (n-1) df. Where Oi refers to the observed frequencies and Ei refers to the expected frequencies.
=
2
(Oi Ei)2 Ei
While comparing the calculated value 2 of with the table value we have to determine the degree of freedom. By degrees of freedom we mean the number of classes to which the values can be assigned arbitrarily. YATES CORRECTION One of the condition for the application of 2 test is that no cell frequency should be less than 5 in any case, though 10 is better. This requirements is to avoid inflated ChiSquare values due to the division of the squared differences by a small size of the expected frequency.
The Yates correction also called Yates correction for continuity are introduced because the theoretical Chi-Square distribution is continuous whereas the tabulated value (given in appendix five, table xi) are based on the distributions of discrete 2 statistics. The correction has the effect of reducing the calculated value of 2 as continuous compared to the corresponding value without correction.
Method of Adjustment
( O-E - 0.5)2 2 = E
Chi-Square as a Test of Goodness of fit
Chi-square test is very popularly known as test of goodness of fit for the reason that it enables us to ascertain how the theoretical and the empirical values fit each other. It tests the appropriateness of a distribution.
Degree of Association Test
If 2 calculated value > 2 tabulated value the null hypothesis is rejected and it is interpreted that the two variables are associated with each other.
The 2 test is a strong one for determining the existence of association. It can be estimated using following formula. 2 Cal C = 2 Cal + N
Where N is the sample size.
ONE WAY ANALYSIS OF VARIANCE
It is a statistical technique specially designed to test whether the means of more than two quantitative population are equal. It consists of classifying and crossclassifying statistical results and testing whether the means of a specified classification differ significantly. In one-way classification the data are classified according to only one criteria ie., different levels of a single factor is controlled in the experiment. The null hypothesis is, Ho; Ha; 1 = 2 = 1 2 = k = = k
i.e., the arithmetic means of population from which the K sample were randomly drawn are equal to one another. The variance ratio that is Between column Variance F = Within column Variance Greater variance (or) Smaller variance
Analysis of variance table (ANOVA): One way classification Source of Variation Between Samples Within Samples Sum of Squares SSC SSE SST SST SSC SSE Degree of Freedom C-1 n-C n-1 Total sum of squares of variations Sum of Squares between samples (columns) Sum of Squares between samples (Rows) Mean sum of squares between samples Mean sum of squares within samples Variance Ratio of F MSC MSE
Mean Square SSC/C-1 SSE/N-C
MSC MSE -
TWO WAY ANALYSIS OF VARIANCE
In a one-factor analysis of variance explained above the treatments constitute difference levels of a single factor which is controlled in the experiment. There are, however, many situation in which the response variable of interest may be affected by more than one factor.
In a two-way classification the data are classified according to two different criteria or factors. The procedure for analysis of variance is some way classification. In a two- way classification the analysis of variance table takes the following form.
Analysis of variance table (ANOVA): Two-way classification
Source of variation Between Samples Between Samples Residual or error
Sum of Squares SSC SSR SSE
Degree of Freedom (c-1) (r-1) (c-1) (r-1)
Mean sum of Squares MSC=SSC/ (c-1) MSR=SSR/ (r-1) MSE=SSE/ (r-1) (c-1)
Variance Ratio of F MSC/MSE MSR/MSE
SSC SSR SSE SST
Sum of squares between columns Sum of Squares between rows Sum of Squares due to error Total sum of squares
The sum of squares for the sources Residual is obtained by subtracting from the total sum of squares the sum of squares between columns and rows (i.e)
SSE = SST (SSC + SSR) The F values are calculated as follows: MSC F = MSE (V1, V2)
Where V1 = (c-1) and V2 MSR F =
= (c-1) (r-1)
(V1, V2) MSE
The calculated values of F are compared with the table values. If calculated value of F is greater than the table value at pre-assigned level of significance, the null hypothesis is rejected otherwise accepted.
KOLMOGOROV SMIRNOV TEST
The Kolmogorov Smirnov test, named for statisfications A.N.Kolmogorov and N.V.Smirnov, is a simple non parametric method for testing whether there is a significant difference between an observed frequency distribution and a theoretical frequency distribution. The K-S test is therefore another measure of the goodness of fit of a theoretical frequency distribution, as the chi-square test. It is a more powerful test, and it is easier to use because it does not require that data be grouped in any way. In this test the tabulated value is calculated by the following formula : 1.36 Tabulated value = n n Sample size
Calculated value
Maximum value of the O-E column.
CORRELATION ANALYSIS Correlation analysis is the statistical technique used to describe not only the degree of relationship between the variables but also the direction of influence. According to Ya Lun Chou Correlation analysis attempts to determine the degree of relationship between variables. Correlation co-efficient is lying between 1 and +1 ie 1 r + 1 i. If r = 1, then there is a perfect positive correlation between x and y. ii. iii. If r = -1, then there is negative correlation. If r = 0, then the variables are not correlated.
SPEARMENS RANK CORRELATION
Rank correlation is a measure of the correlation that exists between the two sets of ranks, a measure of the degree of association between the variables that we would not have able to calculate otherwise. Rank correlation enables to simplify the process of computing a correlation coefficient from a very large set of data for each of two variables. Rank correlation computes a measure of association that is based on the ranks of the observation, not the numerical values of the data. This measure is called the spearman rank correlation co-efficient, in honour of the statistician who developed it in the early 1900s. It can be computed using the formula: 6d2 r=1 n(n2-1)
Where
n denotes number of paired observations. d difference between ranks for each pair of observation.
REGRESSION ANALYSIS Regression is the measure of the average relationship between two or more variables in terms of the original units of the data. Regression coefficient help us to study the nature of relationship between the variables.
These are algebraic expressions of the regression lines, since there are two regression lines, there are two regression equations. The regression equation of Y on X is expressed as. Y = a + bX
Where, Y the dependent variable, depends on X, X is the independent variable, A is the Y intercept, its value is the point at which the regression line crosses the Y axis, b is the slope of the line, a & b are numerical constants. Data Analysis and Interpretation
CHAPTER VI
DATA ANALYSIS AND INTERPRETATION
TABLE 1
DESCRIPTION ABOUT CONSUMPTION OF ICE CREAM THE RESPONDENTS
AMONG
Consumption of Ice Cream Yes No Total
No. of Respondents 197 3 200
Percentage 98.5 1.5 100
Inference From the table it is revealed that, 98.5% of the respondents are consuming ice cream 1.5% of the respondents are not consuming ice cream.
TABLE 2
DESCRIPTION ABOUT OCCASION FOR CONSUMPTION OF
ICE CREAM AMONG THE RESPONDENTS
Occasion Party Shopping Festivals Entertainment Others Total
No.of Respondents 21 97 4 73 2 197
Percentage 10.65 49.23 2.03 37.05 1.01 100
Inference
From the table it is revealed that,
10.65% of the respondents consume ice cream during parties. 49.23% of the respondents consume ice cream during shopping. 2.03% of the respondents consume ice cream during entertainment. 1.01% of the respondents consume ice cream in others category.
TABLE 3
DESCRIPTION ABOUT PURCHASE OF SPECIFIC BRAND OF
ICE CREAM AMONG THE RESPONDENTS
Specific Brand Yes No Total
No.of Respondents 107 90 197
Percentage 54.31 45.68 100
Inference From the table it is revealed that, 54.31% of the respondents buy specific brand of ice cream. 45.68% of the respondents do not buy specific brand of ice cream.
TABLE 4 DESCRIPTION ABOUT TOP IN MIND BRANDS AMONG THE RESPONDENTS
Top in Mind Brand Uncle John Kwality Walls Ski Amul Joy Malu Others Total
No.of Respondents 185 163 82 56 35 12 67 600
Percentage 30.83 27.17 13.63 9.33 5.83 2 11.17 100
Inference From the table it is revealed that, 30.83% of the respondents prefer Uncle John ice cream. 27.17% of the respondents prefer Kwality Walls ice cream. 13.67% of the respondents prefer Ski ice cream. 9.33% of the respondents prefer Amul ice cream. 5.83% of the respondents prefer Joy ice cream. 2% of the respondents prefer Malu ice cream. 11.17% of the respondents prefer Other ice creams.
TABLE 5 DESCRIPTION ABOUT PREFERENCE FOR TYPE OF ICE CREAM AMONG THE RESPONDENTS
Type of Ice Cream Cup Stick Family Pack Cone Total
No. of Respondents 61 23 52 61 197
Percentage 30.96 11.67 26.39 30.96 100
Inference
30.96% of the respondents prefer cup ice cream.
11.67% of the respondents prefer Stick ice cream.
26.39% of the respondents prefer Family pack ice cream.
30.96% of the respondents prefer Cone ice cream.
TABLE 6
DESCRIPTION ABOUT FREQUENCY OF PURCHASE OF ICE CREAM AMONG THE RESPONDENTS
Frequency of Purchase Daily Weekly once Bi-monthly Whenever I feel like Total
Percentage 1.01 12.18 6.09 80.71 100
Inference
From the table it is revealed that, 1.01% of the respondents consume ice cream daily.
12.18% of the respondents consume ice cream weekly once.
6.09% of the respondents consume ice cream bi-monthly.
80.71% of the respondents consume ice cream when ever they feel like.
TABLE 7
DESCRIPTION ABOUT PREFERENCE FOR OUTLET FOR
PURCHASE OF ICE CREAM AMONG THE RESPONDENTS
Outlets Super market Departmental store Company outlet Retail outlet Bakery Restaurants Total
No. of Respondents 11 12 25 48 27 74 197
Percentage 5.5 6.09 12.69 24.36 13.70 37.56 100
Inference From the table it is revealed that, 5.5% of the respondents prefer Super Market for purchase of ice cream. 6.09% of the respondents prefer Departmental Store for purchase of ice cream. 12.69% of the respondents prefer Company Outlet for purchase of ice cream. 24.36% of the respondents prefer Retail Outlet for purchase of ice cream. 13.70% of the respondents prefer Bakery for purchase of ice cream. 37.56% of the respondents prefer Restaurants for purchase of ice cream.
TABLE 8
DESCRIPTION ABOUT INFLUENCES TO PURCHASE ICE CREAM
AMONG THE RESPONDENTS
Influences Spouse Children Friends and Relatives Parents Others Total
No. of Respondents 16 16 139 17 9 197
Percentage 8.12 8.12 70.55 8.62 4.56 100
Inference
From the table it is revealed that, 8.12% of the respondents are influenced by spouse for purchase of ice cream. 8.12% of the respondents are influenced by children for purchase of ice cream. 70.55% of the respondents are influenced by friends and relatives for purchase of ice cream. 8.62% of the respondents are influenced by parents for purchase of ice cream. 4.56% of the respondents are influenced by others for purchase of ice cream.
TABLE 9
DESCRIPTION ABOUT THE PERIOD OF DAY ICE CREAM IS CONSUMED AMONG THE RESPONDENTS
Period of Day Pre lunch Lunch Along with Snacks After Dinner Others Total
Percentage 2.53 14.21 45.17 34.01 4.06 100
Inference From the table it is revealed that, 2.53% of the respondents consume ice cream during pre-lunch. 14.21% of the respondents consume ice cream during lunch. 45.17% of the respondents consume ice cream along with snacks. 34.01% of the respondents consume ice cream after dinner. 4.06% of the respondents consume ice cream as and when they feel like (others).
TABLE 10 DESCRIPTION ABOUT CONSUMPTION OF CONE ICE CREAM
AMONG THE RESPONDENTS
Consumption of Cone Ice Cream Yes No Total
Percentage 88.32 11.67 100
Inference From the table it is revealed that, 88.32% of the respondents consume cone ice cream. 11.67% of the respondents do not consume cone ice cream.
TABLE 11
DESCRIPTION ABOUT REASONS FOR NOT CONSUMING CONE ICE CREAM AMONG THE RESPONDENTS
Reasons Not hygienic Melts and outflows Consider as inferior product Diet consciousness Cannot be packed and carried Beauty Consciousness Health grounds Total
No. of Respondents 11 14 2 9 0 0 37
Percentage 29.72 37.84 5.41 2.70 24.32 0 0 100
Inference From the table it is revealed that, 29.72% of the respondents do not consume cone ice cream as it is consider unhygienic. 37.84% of the respondents do not consume cone ice cream as it melts and outflows. 5.41% of the respondents do not consume cone ice cream as it is consider as inferior product. 2.70% of the respondents do not consume cone ice cream due to Diet consciousness. 24.32% of the respondents do not consume cone ice cream as it cannot be packed and carried.
TABLE 12
DESCRIPTION ABOUT AWARENESS OF KWALITY WALLS CONE ICE CREAM AMONG THE RESPONDENTS
Awareness of Kwality Walls Cone Ice Cream Yes No Total
Percentage 74.61 25.38 100
Inference From the table it is revealed that, 74.61% of the respondents are aware of Kwality Walls Cone ice cream. 25.38% of the respondents are not aware of Kwality Walls Cone ice cream.
TABLE 14 DESCRIPTION ABOUT ACCEPTABLE PRICE FOR THE VALUE ADDED PRODUCT AMONG THE RESPONDENTS
Acceptable Price Rs.5 Rs.10 Rs.11 Rs.15 Rs.16 Rs.20 Above Rs.20 Total
Percentage 21.31 34.51 27.91 16.24 100
Inference
21.31% of the respondents accept the price range of Rs.5 to Rs.10. 34.51% of the respondents accept the price range of Rs.11 to Rs.15. 27.91% of the respondents accept the price range of Rs.16 to Rs.20. 16.24% of the respondents accept the price range of Rs.20.
TABLE 15 DESCRIPTION ABOUT PREFERENCE FOR DUAL FLAVOUR ICE CREAM AMONG THE RESPONDENTS
Occasion Yes No Total
Percentage 70.05 29.95 100
Inference
70.05% of the respondents prefer dual flavour ice cream. 29.95% of the respondents do not prefer dual flavour ice cream.
TABLE 16
DESCRIPTION ABOUT EFFECTIVE MEDIA FOR ICE CREAM PRODUCTS AMONG THE RESPONDENTS
Effective Media Television News Paper and Magazines Pamphlets Banners and Posters Total
Percentage 84.77 6.59 2.53 6.09 100
Inference From the table it is revealed that,
84.77% of the respondents consider television as effective media. 6.59% of the respondents consider News paper and magazines as effective media.
2.53% of the respondents consider pamphlets as effective media. 6.09% of the respondents consider banners and posters as effective media.
TABLE 17
DESCRIPTION ABOUT EFFECTIVE PROMOTIONAL TOOL FOR ICE CREAM PRODUCTS AMONG THE RESPONDENTS
Promotional Tool Discounts Price offs Contests Premiums Samples Total
Percentage 34.5 30.45 8.62 7.61 18.78 100
Inference
34.5% of respondents consider discounts as effective promotional tool.
30.45% of respondents consider price offs as effective promotional tool.
8.62% of respondents consider contests as effective promotional tool. 7.61% of respondents consider premiums as effective promotional tool.
18.78% of respondents consider samples as effective promotional tool.
TABLE 18
DESCRIPTION ABOUT OVERALL SATISFACTION LEVEL OF
SOFTY FROM KWALITY WALLS AMONG THE RESPONDENTS
Satisfaction Level Highly satisfied Satisfied Neither satisfied dissatisfied Dissatisfied Highly dissatisfied Total nor
No. of Respondents 66 103 28 0 0 197 Inference
Percentage 33.50 52.28 14.21 0 0 100
33.50% of respondents are highly satisfied with kwality walls softy ice cream.
52.28% of respondents are satisfied with kwality walls softy ice cream.
14.21% of respondents are neither satisfied nor dissatisfied with kwality walls softy ice cream.
TABLE 19 AGE WISE DESCRIPTION OF THE RESPONDENTS
Age Below 10 yrs 10 18 yrs 19 30 yrs 31 40 yrs Above 40 yrs Total
Percentage 0.5 12.5 74.5 7 5.5 100
Inference From the table it is revealed that, 0.5% of respondents are below 10 yrs. 12.5% of respondents are between 10 to 18 yrs. 74.5% of respondents are between 19 to 30 yrs. 7% of respondents are between 31 to 40 yrs. 5.5% of respondents are above 40 yrs.
TABLE 20 GENDER WISE DESCRIPTION OF THE RESPONDENTS
Gender Male Female Total
Percentage 30 70 100
Inference
30% of the respondents are males. 70% of the respondents are female.
TABLE 21
OCCUPATION WISE DESCRIPTION OF THE RESPONDENTS
Occupation Student Employed Unemployed House wife Total
Percentage 59.5 34 2 4.5 100
Inference From the table it is revealed that,
59.5% of the respondents are students. 34% of the respondents are employed. 2% of the respondents are unemployed. 4.5% of the respondents are House wife.
CHI-SQUARE TEST
TABLE 22 CROxSS TABULATION BETWEEN SEX OF THE RESPONDENTS AND CONSUMPTION OF ICE CREAM
Consumption of Ice Cream Yes No Total
Sex Total Male 59 1 60 Female 138 2 140 197 3 200
Solution
HYPOTHESIS
Null Hypothesis (Ho)
There is no significant relationship between the sex of the respondents and consumption of ice cream.
Alternative Hypothesis (Ho)
There is significant relationship between the sex of the respondents and consumption of ice cream.
Chi-Square Table
O 59 138 1 2
E 59.10 137.9 0.90 2.10
( O-E 0.5)2 / E 0.0027 0.00116 0.177 0.0761 = 0.25696
Calculated Value of 2 Degree of Freedom
= = = =
0.25696 (R-1) (C-1) (2-1) (2-1) 1
Table Value of 2 for D.F. 1 at 5% Level of Significance Calculated value < Tabulated value Hence we accept null hypothesis. = = 3.841 0.25696 < 3.841
Inference
There is no significant relationship between sex of the respondents and consumption of ice cream.
TABLE 23 CROSS TABULATION BETWEEN AWARENESS OF KWALITY WALLS CONE ICE CREAM & EFFECTIVE MEDIA FOR ICE CREAM
Effective media for Ice Cream Television Newspaper and Magazines Pamphlets Banners & Posters Total
Awareness of Kwality Walls Cone Ice Cream Yes 121 12 4 10 147 No 46 1 1 2 50
Total
167 13 5 12 197
Solution HYPOTHESIS Null Hypothesis (Ho) There is no significant relationship between awareness of Kwality walls cone Ice cream and effective media for ice cream products.
Alternative Hypothesis (Ha)
There is significant relationship between awareness of Kwality walls cone Ice cream and effective media for ice cream products.
Chi-Square Table
O 121 46 12 1 4 1 10 2
E 124.61 42.38 9.7005 3.299 3.730 1.2690 8.9543 30.456
( O-E 0.5)2 / E 0.0776 0.2296 0.3338 0.9810 0.0142 0.0420 0.0332 0.0977 = 1.80937
Calculated Value of 2
1.809376
Degree of Freedom
= = =
(R-1) (C-1) (4-1) (2-1) 3
Table Value of 2 for D.F. 3 at 5%
Level of Significance
7.81
Calculated value < Tabulated value Hence we accept null hypothesis.
1.80937 < 7.81
Inference There is no significant relationship between awareness of Kwality walls cone Ice cream and effective media for ice cream products. TABLE 24
CROSS TABULATION BETWEEN CONSUMPTION OF CONE ICE CREAM AND AGE OF THE RESPONDENTS
Consumption of Cone Ice cream Age Yes Below 10 Yrs 10 18 Yrs 19- 30 Yrs 31 40 Yrs Above 40 Yrs Total 1 23 130 12 8 174 No 0 2 18 1 2 23 1 25 148 13 10 197 Total
Solution
HYPOTHESIS Null Hypothesis (Ho)
There is no significant relationship between Age of the respondents and consumption of Cone ice cream.
There is significant relationship between Age of the respondents and Consumption of Cone ice cream.
Chi-Square Table
O 1 0 23 2 130 18 12 1 8 2
E 0.88 0.11 22.08 2.91 130.7 17.27 11.48 1.51 8.83 1.16
( O-E 0.5)2 / E 0.1640 1.3827 0.0079 0.0577 0.0003 0.0030 0.00003 0.00006 0.0123 0.09965 = 1.7276
= =
1.7276 (R-1) (C-1)
= = Table Value of 2 for D.F. 4 at 5% Level of Significance Calculated value < Tabulated value Hence we accept null hypothesis. Inference = = 9.488
(5-1) (2-1) 4
1.7276 < 9.488
There is no significant relationship between age of the respondents and Consumption of Cone Ice Cream.
TABLE 25
CROSS TABULATION BETWEEN OCCUPATION OF THE RESPONDENTS AND AWARENESS OF KWALITY WALLS CONE ICE CREAM
Occupation
Awareness of Kwality Walls Cone Ice Cream Yes No 34 14 0 2 50
Total
Student Employed Unemployed Housewife Total
85 53 4 5 147
119 67 4 7 197
Solution
HYPOTHESIS
There is no significant relationship between Occupation of the respondents and Awareness of Kwality Walls Cone Ice Cream
There is significant relationship between Occupation of the respondents and Awareness of Kwality Walls Cone Ice Cream.
Chi-Square Table
O 85 34 53 14 4 0 5 2
E 88.79 30.20 49.99 17.005 2.984 1.0152 5.223 1.7766
( O-E 0.5)2 / E 0.12190 0.36059 0.12602 0.369009 0.08920 0.26142 0.01468 0.04306 = 1.385919
= = = =
1.385919 (R-1) (C-1) (4-1) (2-1) 3
Table Value of 2 for D.F. 3 at 5% Level of Significance Calculated value < Tabulated value Hence we accept null hypothesis. = = 7.815 1.385919 < 7.815
Inference
There is no significant relationship between Occupation of the respondents and Awareness of Kwality Walls Cone Ice cream.
TABLE 26
CLASSIFICATION OF RESPONDENTS BASED ON RELATION BETWEEN THE OUTLET AND PURCHASE OF ICE CREAM
Outlets Super Market
No. of Respondents 11
Departmental Store Company Outlet Retail Outlet Bakery Restaurants Total
12 25 49 27 73 197
Solution
HYPOTHESIS
There is no significant relationship between consumption of ice cream and preferred outlet for purchase of ice cream.
There is significant relationship between consumption of ice cream and preferred outlet for purchase of ice cream.
Chi-Square Table
O 11
E 32.83
( O-E 0.5)2 / E 14.518
12 25 49 27 73
32.83 32.83 32.83 32.83 32.83
13.218 1.8688 7.9602 1.036 49.1378 = 87.738
= = =
87.738 (N-1) (6-1)
= Table Value of 2 for D.F. 5 at 5% Level of Significance Calculated value > Tabulated value Hence we accept null hypothesis. = =
11.070 87.738 > 11.070
Power of Association Test
2 Calculated C = 2 Calculated + N
200
87.73 C = 87.73 + 200 = 0.552
Inference
From the above analysis, it is found that there is a fair degree of association between consumption of ice cream and preferred outlet.
TABLE 27
CLASSIFICATION OF RESPONDENTS BASED ON RELATION BETWEEN OCCUPATION AND CONSUMPTION OF ICE CREAM
Occupation Student Employed Unemployed Housewife Total
Solution
HYPOTHESIS
There is no significant relationship between consumption of ice cream and occupation of respondents.
There is significant relationship between consumption of ice cream and occupation.
Chi-Square Table
O 119 66 4 8
E 49.25 49.25 49.25 49.25
( O-E 0.5)2 / E 97.37 5.3616 40.66 33.717 = 177.11
177.11
Degree of Freedom
= = =
(N-1) (4-1) 3
7.815
Calculated value > Tabulated value
177.11 > 7.815
Hence we reject null hypothesis.
200
180.60 C = 180.60 + 200 = 0.688
Inference
From the above analysis, it is found that there is a fair degree of association between occupation of respondents and consumption of ice cream.
TABLE 28
CLASSIFICATION OF RESPONDENTS BASED ON RELATION BETWEEN THE AGE OF THE RESPONDENTS AND CONSUMPTION OF ICE CREAM
Age Below 10 Yrs 10 18 Yrs 19 30 Yrs 31 40 Yrs Above 40 Yrs Total
Solution
HYPOTHESIS
There is no significant relationship between consumption of ice cream and age of the respondents.
There is significant relationship between consumption of ice cream and age of the respondents.
Chi-Square Table
O 1 25 148 13 10
E 39.4 39.4 39.4 39.4 39.4
( O-E 0.5)2 / E 36.46 4.903 296.58 17.02 21.19 = 376.16
376.16
Degree of Freedom
= = =
(N-1) (5-1) 4
9.488
376.16 > 9.488
200
381.64 C = 381.64 + 200 = 0.810
Inference
From the above analysis, it is found that there is a good degree of association between age of respondents and consumption of ice cream.
TABLE 29
CLASSIFICATION OF RESPONDENTS BASED ON THE FREQUENCY OF PURCHASE OF ICE CREAM
Frequency Daily Weekly once Bi-monthly Whenever I feel like Total
Solution
HYPOTHESIS
There is no significant relationship between consumption of ice cream and frequency of purchase of ice cream.
There is significant relationship between consumption of ice cream and frequency of purchase of ice cream.
Chi-Square Table
O 2 24 12 159
E 49.25 49.25 49.25 49.25
( O-E 0.5)2 / E 44.37 12.43 27.42 242.35 = 326.57
326.57
Degree of Freedom
= = =
(N-1) (4-1) 3
7.815
326.57 > 7.815
200
331.009 C = 331.009 + 200 = 0.7895
Inference
From the above analysis, it is found that there is a good degree of association between frequency of purchase of ice cream and consumption of ice cream.
ONE WAY ANALYSIS OF VARIANCE
TABLE 30
CROSS TABULATION BETWEEN RATING ASSIGNED TO VARIOUS FACTORS FOR PURCHASING ICE CREAM
Rating Scales Factors Extremely Very Important Important 39 127 71 54 34 63 122 60 570 49 64 75 86 82 73 57 67 553 Some Not very Not at all Total what Important Important Important 68 4 34 48 60 43 14 43 314 21 2 13 4 11 11 0 15 77 20 0 4 5 10 7 4 12 62 197 197 197 197 197 197 197 197 1576
Price Quality Flavours Sweetness Availability Softness Hygienity Brand Image Total
Solution
Null Hypothesis (Ho) There is no significant relationship between rating assigned to various factors for purchasing ice cream.
Alternative Hypothesis (Ha) There is significant relationship between rating assigned to various factors for purchasing ice cream. Step 1 To Find Correction Factor X1 39 129 71 54 34 63 122 60 X1 2 1521 16129 5041 2916 1156 3969 14884 3600 X2 49 64 75 86 82 73 57 67 X22 2401 4096 5625 7396 6724 5329 3249 4489 X3 68 4 34 48 60 43 14 43 X32 4624 16 1156 2304 3600 1849 196 1849 X4 21 2 13 4 11 11 0 15 X4 2 441 4 169 16 121 121 0 225 X5 20 0 4 5 10 7 4 12 X52 400 0 16 25 100 49 16 144
X1 = X12 = X2 X22 = X3 = X32 = X4 = X42 = X5 = X52 = 15594 77 1097 570 49216 = 553 39309 314 62 750
Here N
= Total Number of Item = 40
The total sum of all items of various factors
= = = i.e. =
X1 570 1576
+ +
X2 553
+ +
X3 314
+ +
X4 77
+ +
X5 62
T = 1576 (1576)2
Correction Factor = Step II
T2/N = 40
62094.4
The total sum of squares (SST) = = = X12 + X22 + X32 + X42 + X52
(49216 + 39309 + 15594 + 1097 + 750) 62094.4 43871.6
Step III Sum of squares between factors (SSB) = ( X 1 ) 2 + n ( X 2 ) 2 + n (X3)2 + (X4)2 + (X5)2 - CF n n n
= (570)2 + 8 = 30290.35
(553)2 + 8
(314)2 + 8
(77)2 + 8
(62)2 - 62094.4 8
Step IV Sum of squares within factors (SSW) = Total sum of squares sum of squares between factors = 43871.6 30290.35 = 13581.25
Step V Analysis of Variance Table
Source of Variation Sum of Squares between factors (SSB) Sum of squares within samples (SSW)
Sum of Squares 30290.35 13581.25
Degree of Freedom (5-1) = 4 (40 5) = 35
Mean Square 7572.5875 388.035
Variance between factors F = Variance within factors
7572.5875 = 388.035 = 19.52
Calculated F Tabulated F
= =
19.52 V1 = 4, V2 = 35
= Calculated Value > Tabulated Value. Hence we reject null hypothesis.
2.65
Inference
There is significant relationship between rating assigned to factors for purchasing ice cream.
TWO WAY ANALYSIS OF VARIANCE
TABLE 31
CROSS TABULATION BETWEEN AGE OF THE RESPONDENTS AND EFFECTIVE MEDIA FOR ICE CREAM PRODUCTS
Effective Media Television Newspaper and Magazine Pamphlets Banners & Posters Total
Age Below 10 Yrs 0 0 1 0 1 10 18 Yrs 23 1 0 1 25 19 30 Yrs 124 11 4 9 148 31 40 Yrs 12 1 0 0 13 Above 40 Yrs 8 0 0 2 10 Total 167 13 5 12 197
Solution
There is no significant relationship between age of the respondents and effective media for ice cream products.
There is significant relationship between age of the respondents and effective of media for ice cream products.
Step I To Find Correction Factor X1 0 0 1 0 X12 0 0 1 0 X2 23 1 0 1 X2 2 529 1 0 1 X3 X3 2 X4 12 1 0 0 X42 144 1 0 0 X5 8 0 0 2 X5 2 64 0 0 4 X1+X2+X3+X4+X5 167 13 5 12
124 15376 11 4 9 121 16 81
X1 X12 X2 X22 X3 X32 = X4 X42 X5 X52 X +X2+X3+X4+X = 197 = 1 = 1 = 25 =531 =148 15594 = 13 = 145 = 10 = 68
Here N = Total Number of Item = 20
= = = i.e. =
X1 1 197
+ +
X2 25
+ +
X3 148
+ +
X4 13
+ +
X5 10
T = 197
(197)2 Correction Factor = T2/N = 20 = 1940.45
Step II
The total sum of squares (SST) = = = X12 + X22 + X 3 2 + X 4 2 + X52 C.F
(1 + 531 + 15594 + 145 + 68) 1940.45 14398.55
Step III
Sum of squares between factors (SSC) = (X1)2 + n n (X2)2 + n (X3)2 + n (X4)2 + n ( X 5 ) 2 - CF
(1)2 + 4
(25)2 + 4
(148)2 + 4
(13)2 + 4
(10)2 - 1940.45 4
3759.3
Step IV
Sum of squares of division between rows (SSR)
(167)2 + 5 5
(13)2 + 5
(5)2 + 5
(12)2
(12)2 + - 1940.45 5
= Step V
5645.4 1940.45 = 3704.95
Sum of square of deviations of residual variance = Sum of deviations for total variance (sum of squares of deviation between the column + sum of squares of deviation between the rows).
= =
14395.55 (3759.3 + 3704.95) 6934.3
Step VI
Analysis of Variance Table
Source of Variation Between Column Between Rows Residual
Sum of Squares 3759.3 3704.95 6934.3
Degree of Freedom (5-1) = 4 (4-1) = 3 (5-1) (4-1) =12
Variance 3759.3/4 = 939.825 3704.95/3 = 1234.98 6934.3/12 = 577.858
F 939.825/577.858 = 1.626 1234.98/577.858 = 2.137
Greater Variance F = Smaller Variance
a.
= = =
1.626 V1 = 4, V2 = 12 3.26
Calculated value < Tabulated value. We accept null hypothesis
b.
= = =
2.137 V1 = 3, V2 = 12 3.49
Calculated value < Tabulated value. We accept null hypothesis.
Inference There is no significant relationship between age of the respondents and effective media for ice cream products. TWO WAY ANALYSIS OF VARIANCE
TABLE 32
CROSS TABULATION BETWEEN FREQUENCY OF PURCHASE OF ICE CREAM AND PREFERRED OUTLET FOR PURCHASE OF ICE CREAM
Frequency of Purchase Outlet Super Market Departmental Store Company Outlet Retail Outlet Bakery Restaurants Total Daily 0 1 0 0 0 1 2 Weekly Once 3 1 3 4 3 10 24 Bi-monthly 2 1 1 1 1 6 12 Whenever I feel like 6 9 21 43 23 57 159 Total 11 12 25 48 27 74 197
Solution
There is no significant relationship between frequency of purchase and preferred outlet for consumption of ice cream.
There is significant relationship between frequency of purchase and preferred outlet for consumption of ice cream.
Step I To Find Correction Factor
X1 0 1 0 0 0 1 X 1 =2
X12 0 1 0 0 0 1
X2 3 1 3 4 3 10
X22 9 1 9 16 9 100
X3 2 1 1 1 1 6
X3 2 4 1 1 1 1 36
X4 6 9 21 43 23 57
X4 2 36 81 441 1849 529 3249
X1+X2+X3+X4 11 12 25 48 27 74 X1+X2+X3+X4 = 197
X12 X2 X22 X3 X32 =2 = 24 =144 =12 = 44
X4 X42 = 159 = 6185
Here N = Total Number of Item = 24
X1
X2
X3
X4
= = i.e. =
2 197
24
12
159
T = 197 (197)2
Correction Factor =
T2/N = 24
1617.04
Step II
The total sum of squares (SST) = = = X12 + X22 + X32 + X42 C.F
(2 + 144 + 44 + 6185) 1617.04 4757.96
Step III Sum of squares between factors (SSC) = ( X 1 ) 2 ( X 2 ) 2 + n n ( X 3 ) 2 + n (X4)2 + n - CF
(2)2 + 6 6
(24)2
(12)2 + 6
(159)2 + 6 - 1617.04
2717.13
Step IV Sum of squares of division between rows (SSR) = (11)2 + 4 = 732.71 4 4 (12)2 (25)2 + 4 (48)2 + (27)2 + 4 + 4 (74)2 - 1617.04
Step V
Sum of square of divisions of residual variance = Sum of deviations for total variance (Sum of squares of deviation between the column + Sum of squares of deviation between the rows).
= =
4757.6 (2717.13 + 732.71) 1307.76
Step VI Analysis of Variance Table Source of Variation Between Column Between Rows Residual Sum of Squares 2717.13 732.71 1307.76 Degree of Freedom (4-1) = 3 (6-1) = 5 (4-1) (6-1) = 15 Variance 2717.13/3 = 905.71 732.71/5 = 146.542 1307.76/15 = 145.306 F 905.71/145.306 = 6.233 146.542/145.306 = 1.0085
a.
= = =
6.233 V1=3, V2=15 8.81
Calculated value < Tabulated value We accept null hypothesis. b. Calculated F Tabulated F = = = 1.0085 V1=5, V2=15 2.90
Calculated value < Tabulated value We accept null hypothesis.
Inference There is no significant relationship between frequency of purchase and preferred outlet for consumption of ice cream. TWO WAY ANALYSIS OF VARIANCE
TABLE 33
CROSS TABULATION BETWEEN OCCUPATION AND OF THE
RESPONDENTS EFFECTIVE PROMOTIONAL TOOL FOR ICE CREAM PRODUCTS
Promotional Tool Discounts Price Offs Contests Premiums Samples Total
Occupation Student 51 37 9 5 17 119 Employed 14 22 6 9 16 67 Unemployed 2 1 0 0 1 4 Housewife 1 0 2 1 3 7
Total 68 60 17 15 37 197
Solution
There is no significant relationship between the occupation of the respondents and effective promotional tool for ice cream products.
There is significant relationship between the occupation and effective promotional tool for ice cream product.
Step I To Find Correction Factor
X1 51 37 9 5 17
X12 2601 1369 81 25 289
X2 14 22 6 9 16
X22 196 484 36 81 256
X3 2 1 0 0 1
X3 2 4 1 0 0 1
X4 1 0 2 1 3
X4 2 1 0 4 1 9
X1+X2+X3+X4 68 60 17 15 37
X1 X12 X2 X22 X3 X32 X4 X42 X1+X2+X3+X4= 197 = 119 = 4365 = 67 =1053 =4 =6 = 7 = 15
Here N = Total Number of Item = 20 The total sum of all items of various factors = = = i.e. = X1 119 197 T = 197 + + X2 67 + + X3 4 + + X4 7
(197)2 Correction Factor = T2/N = 20 = 1940.45
Step II
The total sum of squares (SST)
X12 +
X22 +
X32 +
X42
C.F
= =
(4365 + 1053 + 6 + 15) 1940.45 3498.55
Step III Sum of squares between factors (SSC) = (X1)2 + n n (X2)2 + n (X3)2 (X4)2 + n - CF
(119)2 + 5 5
(67)2
(4)2 + 5
(7)2 + 5 - 1940.45
1802.55
Step IV
Sum of squares of division between rows (SSR) = (68)2 + 4 4 (60)2 (17)2 + 4 (15)2 + 4 (37)2 + 4 - 1940.45
586.3
Step V
Sum of square of deviation of residual variance = Sum of deviations for total variance (Sum of squares of deviation between the column + Sum of squares of deviation between the rows).
= =
3498.55 (1802.55 + 586.3) 1109.7
Step VI
Analysis of Variance Table Source of Variation Between Column Between Rows Residual Sum of Squares 1802.55 586.3 1109.7 Degree of Freedom (4-1) = 3 (5-1) = 4 (4-1) (5-1) = 12
Variance 1802.55/3 = 600.85 586.3/4 = 146.575 1109.7/12 = 92.475
F 600.85/92.475 = 6.497 146.575/92.475 = 1.585
a.
= = =
6.497 V1=3, V2=12 8.74
Calculated value < Tabulated value We accept null hypothesis.
b.
= = =
1.585 V1=4, V2=12 3.26
Calculated value < Tabulated value We accept null hypothesis. Inference There is no significant relationship between occupation of the respondents and effective promotional tool for ice cream products. KOLMOGOROV SMIRNOV TEST
TABLE 34
CROSS TABULATION BETWEEN DIFFERENT DUAL FLOWERS AND CUSTOMERS PREFERENCE LEVEL
Double Flavours Vanilla & Strawberry Pista & Chocolate
Scale Most Preferred Average Preferred 30 83 82 32 14 10 Feast Preferred 7 7 Not Preferred 5 6 Total 138 138
Butterscotc h & Orange Pineapple & Banana
18 5
22 6
70 25
17 40
11 62
138 138
Solution
Hypothesis
There is no significant relationship between customer preferences with respect to dual flavoured ice cream.
Alternative hypothesis (Ha)
There is significant relationship between customer preferences with respect to dual flavoured ice cream. Weightage Rank (Preference) 1 Double Flavours Vanilla & Strawberry Pista & Chocolate Butterscotch & Orange Pineapple & Banana 30 83 18 5 82 32 22 6 14 10 70 25 7 7 17 40 5 6 11 62 2.695 2.965 2.265 1.33 2 3 4 5 Total Samples 5 4 3 2 1 Calculation Weightage x Respondents
Total
= 9.255
Oi 0.291 0.320 0.245 0.144
Ei 0.25 0.25 0.25 0.25
Oi - Ei 0.041 0.07 0.005 0.106 0.106
Calculated Value (C.V)
= 0.106 1 1 = No. of Factors 4 = 0.25
Ei
Calculated Value
= The highest value of Oi - Ei = 0.106 1.36 1.36 = N 200 = 0.096
Tabulated Value
Calculated value > Tabulated Value We reject null hypothesis
Inference
There is significant relationship between customer preferences with respect to dual flavoured ice cream.
KOLMOGOROV SMIRNOV TEST TABLE 35 Cross Tabulation between ranking assigned to various flavours Rank Flavours 1 Vanilla Mango Strawberry Chocolate Pista Butterscotch Banana 40 5 16 72 18 41 5 2 29 18 34 37 35 41 3 3 29 30 35 35 36 31 1 4 30 16 37 25 60 19 10 5 35 42 38 16 25 29 12 6 23 68 21 7 18 28 32 7 11 18 16 5 5 8 134 Total 197 197 197 197 197 197 197
Solution
Hypothesis
Null hypothesis (Ho)
There is no significant relationship between ranking assigned to various flavours.
Alternative hypothesis (Ha)
There is significant relationship between ranking assigned to various flavours. Weightage Rank (Preference) 1 Flavours Vanilla Mango Strawberry Chocolate Pista Butterscotch Banana Total 40 5 16 72 18 41 5 29 18 34 37 35 41 3 29 30 35 35 36 31 1 30 16 37 25 60 19 10 35 42 38 16 25 29 12 23 68 21 7 18 28 11 18 16 5 5 8 4.405 3.185 4.055 5.34 4.36 4.575 1.66 = 27.58 2 3 4 5 6 7 7 6 5 4 3 2 Calculation Weightage x Respondents Total Samples
32 134
Oi 0.1597 0.1154 0.1470 0.1936 0.1580
Ei 0.14 0.14 0.14 0.14 0.14
Oi - Ei 0.0197 0.245 0.0070 0.0536 0.180
0.1658 0.0601
0.14 0.14
0.0258 0.0798 0.0798 = 0.0536
Calculated Value (C.V) 1 Ei =
1 = = 0.14
No. of Factors 7 Calculated Value = The highest value of Oi - Ei = 0.0536 1.36 Tabulated Value = n = 200 1.36 = 0.096
Calculated value < Tabulated Value We accept null hypothesis
Inference There is no significant relationship between ranking assigned to various flavours.
CORRELATION ANALYSIS TABLE 36 Cross Tabulation between Quality and Brand Image of Ice Cream Extremely Very Some what Not very Important Important Important Important 127 60 64 67 4 43 2 15 Not at all Important 0 12
Factors Quality Brand Image
Total 197 197
Solution x Quality (X) Brand Image (Y) 60 67 43 15 12 Y=19 7 197 = 5 39.40 Y = 5 (XX) 87.6 24.6 -35.4 -37.4 -39.4 y (YY) 20.6 27.6 3.6 -24.4 -27.4 7673.76 605.16 1253.16 1398.76 1552.36 x2=12483.2 197 = 39.40 424.36 761.76 12.96 595.36 750.76 y2=2545.2 1804.56 678.96 -127.44 912.56 1079.56 xy=4348.2 x2 y2 Xy
127 64 4 2 0 X=19 7 X=
x2 x = n =
12483.2 = 49.96 5
y2 y = n =
2545.2 = 22.56 5
xy r = nxy =
4348.2 = 5x49.96x22.56
4348.2 = 0.77150 5635.96
Inference
Thus the correlation coefficient + 0.771 shows that there is very high degree of positive correlation between quality and brand image of ice cream.
CORRELATION ANALYSIS
TABLE 37
Cross Tabulation between Price and Quality of Ice Cream Some Not very Not at all Total what Important Important Important 68 4 21 2 20 0 197 197
Factors Price Quality
Extremely Very Important Important 39 127 49 64
Solution
Price (X) 39 49 68 21 20 X=197
x Quality (Y) 127 64 4 2 0 Y=197 (X-X) -0.4 9.6 28.6 -18.40 -19.40
y (Y-Y) 87.6 24.6 -35.40 -37.40 -39.40 0.16 92.16 817.96 338.58 376.36 7673.76 605.16 1253.16 1398.76 1538.36 -35.04 236.16 -1012.44 688.16 764.36 x2 y2 Xy
x2=1625.2 y2=12483.2 xy=641.2
X =
197 = 5 39.40
Y =
197 = 5 39.40
x2
1625.2
= n
= 5
= 18.02
y2 y = n =
12483.2 = 49.96 5
xy r = nxy =
641.2 = 0.1424 5x18.02x49.96
Inference
Thus the correlation coefficient + 0.1424 shows that there is week positive correlation between price and quality of ice cream.
SPEARMANS CO-EFFICIENT OF CORRELATION
TABLE 38 Cross Tabulation between Additional Nutrients in between Waffers and Adding flavours to Waffer
Factors Nutrients Flavour
Most Preferred 99 70
Preferred 51 67
Average 27 26
Least Preferred 8 20
Not Preferred 12 14
Total 197 197
Solution Nutrients (X) 99 51 27 8 12 Flavour (Y) 70 67 26 20 14 d2 0 0 0 1 1 d = 2

2
xi 1 2 3 5 4
yi 1 2 3 4 5
d (xi - yi) 0 0 0 1 -1
Rank correlation coefficient, 6d2 r (x,y) = 1 n (n2-1) = 15(24) 6x2 = 1 - 0.1 = 0.9
Inference
Thus the rank correlation coefficient + 0.9 shows that there is very high degree of positive correlation between additional nutrients in between Waffers and adding flavour to wafers. SPEARMANS CO-EFFICIENT OF CORRELATION
TABLE 39 Cross Tabulation between Change in size of cone and change in appearance of Cone Most Preferred 52 32 Least Preferred 14 24 Not Preferred 37 34
Factors Size of cone Appearance of cone
Preferred 50 61
Average 44 46
Total 197 197
Solution Appearance of Cone (Y) 32 61 46 24 34
Size of Cone (X) 52 50 44 14 37
xi 1 2 3 5 4
yi 4 1 2 5 3
d (xi - yi) -3 1 1 0 1
d2 9 1 1 0 1 d2 = 12
Rank correlation coefficient, 6d2 r (x,y) = 1 n (n2-1) = 15(24) 6 x 12 = 1 - 0.6 = 0.4
Inference
Thus the rank correlation coefficient + 0.4 shows a fair degree of positive correlation between change in size of cone and change in appearance of cone. REGRESSION ANALYSIS TABLE 40 Cross Tabulation between Quality and Additional Nutrients in between Waffers Quality Additional Nutrients in between Waffers 127 99 64 51 4 27 2 8 0 12 197 197
Solution Addn. Nutrients in between waffers (y) 99 51 27 8 12
Quality (x) 127 64 4 2 0
(x-x) 87.6 24.6 -35.4 -37.4 -39.4
(y-y) 59.6 11.6 -12.4 -31.4 -24.4
(x-x)
2
(y-y)
2
(x-x) (y-y) 5220.96 285.36 438.96 1174.36 1079.56 (x-x) (yy) = 7119.64
7673.76 605.16 1253.16 1398.76 1552.36 -
3552.16 134.56 153.76 985.96 750.76 (y-y)2 = 5577.2
x=197
y=197
(x-x)2 = 12483.2
x=
197 5
y =
197 5
39.40
= 39.40
Co-efficient of regression of y on x is byx = (x-x)2 7119.64 = 12483.2 = 0.5703 (x-x) (y-y)
Co-efficient of regression of x on y is bxy = (y-y)2 7119.64 = 5577.2 = 1.27656 (x-x) (y-y)
Equation of the line of regression of x on y is x-x = bxy (y-y)
x-39.40 x-39.40 x-1.276 y
= 1.276 (y-39.40) = 1.276 y-50.2744 = -10.87
Equation of the line of regression of y on x is y-y = byx (x-x)
y-39.40 y-39.40 y-0.4703 x
= 0.5703 (x-39.40) = 0.5703x 22.469 = 16.930
Co-efficient of correlation r = = = byx x bxy 1.276 x 0.5703 0.7277
Inference
The nature of relationship between quality and additional nutrients in between waffers are also brought forth by way of two regression equations.
The correlation co-efficient + 0.73 shows a high degree of positive correlation between quality and additional nutrients in between waffers.
TABLE 41 Cross Tabulation between Flavour and Adding Flavour to Waffer
Factors Flavour Adding Flavour to Waffer
Most Preferred 71 70
Preferred 75 67
Average 34 26
Least Preferred 13 20
Not Preferred 4 14
Total 197 197
Solution
Flavour (x) 71 75 34 13 4
Adding Flavour to Waffer (y) 70 67 26 20 14
(x-x) 31.6 35.6 -5.4 -26.4 -35.4
(y-y) 30.6 27.6 -13.4 -19.4 -25.4
(x-x)
2
(y-y)
2
(x-x) (y-y) 936.36 761.76 179.56 376.36 645.16 (x-x) (yy) = 2899.2
966.96 982.56 72.36 512.16 899.16 -
998.56 1267.36 29.16 696.96 1253.16 (y-y)2 = 4245.2
x=197
y=197
(x-x)2 = 3433.2
x=
197 5
y =
197 5
39.40
= 39.40
Co-efficient of regression of y on x is byx = (x-x)2 3433.2 = 4245.2 Co-efficient of regression of x on y is bxy = (y-y)2 3433.2 = 2899.2 = 1.1841 (x-x) (y-y) = 0.8087 -
(x-x) (y-y)
Equation of the line of regression of x on y is x-x = bxy (y-y)
x-39.40 x-1.1841 y
= 1.1841 (y-39.40) = -7.253
Equation of the line of regression of y on x is y-y = byx (x-x)
y-39.40 y-0.8087 x
= 0.8087 (x-39.40) = 7.5372
Co-efficient of correlation r = = = byx x bxy 1.1841 x 0.8087 0.9575
Inference
The nature of relationship between flavour and adding flavour to waffer are also brought forth by way of two regression equations.
The correlation co-efficient + 0.95 shows a high degree of positive correlation between flavour and adding flavour to waffer. Summary of Findings
CHAPTER VII SUMMERY OF FINDINGS 1. According to data collected from consumers, it is found that out of 200 respondents, 98.5% of them consume ice cream.
2.
It was found that, 49.23% of the respondents consume ice cream during shopping and 37.05% of the respondents during entertainment.
3.
From the study it has been observed that 54.31% of respondents buy specific brand of ice cream and 45.68% do not go for specific brand of ice cream.
4.
It was found that top in mind brands among respondents are Uncle John, Ski followed by Kwality Walls and Amul.
5.
It is clear from the study conducted that both cup and cone ice cream is preferred equally contributing 30.96% and 26.39% prefer family pack.
6.
From the study it is clear that 80.71% of the respondents have instinct feeling to buy ice cream and 12.18% of the respondent consume weekly once.
7.
It is found that, 37.56% of the despondence prefer to consume ice cream in restaurants and 24.36% of the respondents like to have in retail outlets.
8.
It is found that, 70.55% of respondents are influenced by friends and relatives to by ice cream and 8.20% of respondents are influenced by their children to buy ice cream.
9.
The most preferred flavours among the consumers is found to be chocolate (Rank I) and Vanilla (Rank II).
10.
It was found that, the most important factors considered in purchasing an ice cream is quality, hygienity, brand image, flavours, and softness.
11.
It was found that 45.17% of the respondents consume ice cream during evening and 34.01% of the respondents after dinner.
12.
It was found that, the reasons for not consuming cone ice cream is mainly that they feel cone ice cream is not hygienic, it cannot be packed and carried and also it melt and outflows.
13.
It was found that, 74.61% of respondents are aware of Kwality Walls cone ice cream and 25.38% of them are unaware, the reason being no effective advertisements, not clearly displayed in point of purchase.
14
It was found that, 89.5% of the respondents prefer to have value addition to ice creams. The preference was found more to chocolate sauce, Badam and cashews.
15.
It was found that, consumers prefer to have additional nutrients in between wafers and adding flavour to wafer.
16.
It was found that, 69% of the respondents prefer to have dual flavour combination, preference being vanilla with strawberry and pista with chocolate.
17.
It was found that, 84.77% of respondents consider television as effective media for ice cream products along with newspapers and magazines contributing to 6.59%.
18.
It was found that, 34% of respondents consider discounts as promotional tool along with price offs contributing to 30.45%.
effective
19.
It was found that, 52.28% of the respondents are satisfied, 33.50% are highly satisfied with softy from Kwality Walls and there are no dissatisfied or highly dissatisfied respondents.
Findings from Hypothetical Tests
1.
There is no significant relationship between sex and consumption of ice cream.
2.
There is no significant relationship between awareness of Kwality walls cone ice cream and effective media for ice cream products.
3.
There is no significant relationship between age of the respondents and consumption of cone ice cream.
4.
There is no significant relationship between occupation and awareness of Kwality Walls cone ice cream.
5.
There is a fair degree of association between consumption of ice cream and preferred outlet.
6.
There is a fair degree of association between occupation of respondents and consumption of ice cream.
7.
There is a fair degree of association between age of respondents consumption of ice cream.
and
8.
There is a good degree of association between frequency of purchase and consumption of ice cream.
9.
There is no significant relationship between rating assigned to factors for purchasing ice cream.
10.
There is no significant relationship between age of respondents and effectiveness of media.
11.
There is no significant relationship between frequency of purchase and preffered outlet for consumption of ice cream.
12.
There is no significant relationship between occupation and effective promotional tool for ice cream products.
13.
There is no significant relationship between customer preferences with respect to dual flavoured ice cream.
14.
There is no significant relationship between ranking assigned to various flavours.
15.
There is high degree of positive correlation between quality and brand image of ice cream.
16.
There is a weak positive correlation between price and quality of ice cream.
17.
There is a fair degree of positive correlation between change in size of cone and change in appearance of cone.
18.
There is a very high degree of positive correlation between additional nutrients in between wafers and adding flavour to wafer
19.
There is a high degree of positive correlation between quality and additional nutrients in between wafers
20.
There is a high degree of positive correlation between flavour and adding flavour to waffer.
Suggestions and Recommendations
CHAPTER VII SUGGESTIONS AND RECOMMENDATIONS 1. Though Kwality Walls Ice Creams awareness is very high, the awareness level of Kwality Walls Cone Ice Cream are relatively low. Therefore it is suggested to the company to go for mass advertisement for cone ice creams inducing the brand of Kwality Walls, and start hitting the market through dealerships.
2.
Awareness could be created through danglers, posters, display boards, Wall paintings, free trial and speciality advertisement.
3.
It is suggested to the company to introduce the vending machines at Kwality Walls retail outlets, thereby the product awareness may be increased.
4.
The consumers are more health conscious and they give more importance for hygienic ingredients. Therefore it is recommended to the company to furnish all the outlets, go for interior decorations and maintain perfect hygienic environment in the outlets.
5.
It is suggested to the company to put up stalls in leading exhibitions and trade fairs.
6. It is recommended to the company to the go for tie up and open stalls at leading amusement parks like Black Thunder, Water Theme Park, Veegaland, Silver Storm.
7.
The company can also target leading commercial shopping complex like Marine Drive, Rajaji Road, MG Road, Begum Plaza to put their vending machines.
8.
The Company can also sponsor major events like cultural
programmes,
college meets for leading colleges in and around some major Cities.
9.
It would be good for the R&D Department of Kwality Walls to develop a special packaging material that keeps the cone without melting for long duration. This may help the customers to take home as needed.
10.
It would also be better if the R&D Department develops a new concept of introducing herbal ingredients in ice creams which prevents side effects like cough and cold.
Conclusion
CHAPTER IX CONCLUSION The results and findings of this research study clearly exemplifies the fact that the market opportunities in Kerala are good.
From the analysis it is found that the awareness of Kwality Walls Cone is low, in relation to consumption level which is comparatively high. In order to gain a considerable market share and to enhance further growth in the market, it would be good if the company forges links with dealers also in Kerala to have a better spread in the Market, by offering them competitive margins of Profit delivery.This is what would be the ideal first step , ie , the breaking into the Amul Territory and the Localized brand Territiory. The starting of Kiosks would have to wait for Kerala as the market is not yet ready to accept those kind of openings. The fixation of the brand and the lift by the Central Government for Tax Exemption in the said field can always be a boost to increase the spread. After which Kiosks would be a very good option to establish themselves.
The same said, the financial muscle that Kwality Walls pulls can be a positive note that offers it the kind of flexibility over its localized competitors.
If pushed in the right direction there is no doubt over the supremity of the Kwality Walls ice creams in the market of Cochin.
Annexure
QUESTIONNAIRE 1. Do you / your family members consume Ice cream? a. Yes b. No
If No, please give reason
2.
On what occasion do you consume Ice cream? a. c. e. Party Festivals Other (please specify) b. d. Shopping Entertainment
3.
Do you buy specific brand of Ice Cream? a. Yes b. No
If yes, please mention the brand
4.
Mention any three other brands that you are aware of: a. c. b.
5.
Which type of Ice cream do you prefer the most? a. c. Cup Family Pack b. d. Stick Cone
6.
How frequently do you purchase your preferred Ice cream? a. c. Daily Bi-monthly b. d. Weekly once Whenever I feel like
7.
Which of the following outlet do you prefer the most for purchase of Ice cream? a. c. e. Supermarket Company outlet Bakery f. b. Departmental store d. Retail outlet
Restaurants
8.
Who influences you to purchase Ice cream? a. c. e. Spouse Friends & Relatives Others, Please specify b. d. Children Parents
9.
How would you rank the following flavours as per your taste and preference? Flavours a. Vanilla b. Mango c. Strawberry d. Chocolate e. Pista f. Butterscotch g. Banana Rank from 1 to 7
10.
What factors do you consider important while purchasing an Ice cream?
Factors
Extremely Important
Very Important
Some what Not very Not all ImportantImportant Important
a. Price b. Quality c. Flavours d. Sweetness e. Availability f. Softness g. Hygienity h. Brand Image
11.
During which period of day Ice Cream is consumed by you? a. c. e. Pre-lunch Along with snacks Others, please specify b. d. Lunch After dinner
12.
Do you consume cone Ice cream? a. Yes b. No
If No, Please specify the reason for not consuming? a. b. c. d. e. f. g. 13. Cone Ice cream is not hygienic Melts & outflows It is considered as inferior product Diet consciousness It cannot be packed and carried Beauty consciousness On health grounds
Are you aware of Kwality Walls cone Ice cream? a. Yes b. No
If yes, mention the mode of awareness If No, what could be the reason? a. b. c. No effective advertisement No word of mouth popularity Not clearly displayed in point of purchase
14.
If Kwality Walls introduce as Ice cream with value addition, do you prefer to have? a. Yes b. No
If yes, Please rank. Ingredients a. Cashew b. Plums c. Badam d. Pista e. Chocolate sauce f. Herbal base g. Banana 15. Kindly indicate your acceptable price for the value added product. a. c. 20. Rs. 5 Rs. 10 Rs. 16 Rs. 20 b. Rs. 11 Rs.15 d. Above Rs.20 Rank from 1 to 6
Kindly indicate the over all satisfaction level of SOFTY from Kwality Walls.
a. c.
Highly Satisfied Neither satisfied nor dissatisfied
b. d.
Satisfied Dissatisfied
e.
Highly satisfied
21.
Demographic Characteristics: Name Address Age a. c. e. : : : Below 10 yrs. 19 30 yrs Above 40 yrs b. 10 18 yrs d. 31 40 yrs
Sex a.
: Male b. Female
Occupation a. c.
: b. d. Employed Housewife
Student Unemployed
THANK YOU!
Bibliography
BIBLIOGRAPHY Haber W.Boyd Ralph Westfall Stanley E.Stasch Market Research, D.Irwin, Inc., 1990 issue.
Ramanuj Majundar
Marketing Research, New Age International Private Ltd., 2nd Reprint July 1996.
Donald S.Tull Gerald Albaum Paul. E.Green Kothari C.R
Research for Marketing Decision, Prentice Hall of India Pvt. Ltd., New Delhi., 1990 issue.
Research Methodology, Methods and Techniques, Wishwa Prakasam, New Delhi 1996.
Gupta S.P
Statistical Methods, Sultan Chand and Sons Publishers, New Delhi.
Richard I.Levin David S.Rubin www.amul.com www.hll.com. www.unilever.com.
Statistics for management, Prentice Hall of India, New Delhi, 1997, Seventh Edition

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A MARKET ANALYSIS ON THE OPPORTUNITIES FOR SOFTY ICE CREAMS IN COCHIN CITY - WITH SPECIAL REFERENCE TO HINDUSTAN LEVER

LTD (KWALITY WALLS) By

S.R.M. School of Management KATTANKULATHUR 603 203, KANCHEEPURAM DIST.

Mr. SADASIVAN Asst. Professor and Project Guide

DR. JAYASHREE SURESH, Head of the Department, M.B.A.

April 26, 2006

Thanking you, Yours Sincerely,

JACOB JOHN SALES OFFICER

CONTENTS Chapter Page No.

INTRODUCTION Company Profile Industry Profile Product Profile

SUMMARY OF FINDINGS SUGGESTIONS AND RECOMMENDATION

CONCLUSION ANNEXURE BIBLIOGRAPHY

LIST OF TABLES Table No. 1. Title Page No. 33

Description about consumption of ice cream among the respondents.

Description about top in mind brands among the respondents.

Description about frequency of purchase of ice cream among the respondents.

Description about influences to purchase ice cream among the respondents.

Description about consumption of cone ice cream among the respondents.

19. 20. 21.

Classification of respondents based on the frequency of purchase of ice cream

Cross tabulation between ranking assigned to various flavours.

Cross tabulation between quality and brand image of ice cream

Cross tabulation between price and quality of ice cream

Cross tabulation between quality and additional nutrients in between wafers

Cross tabulation between flavour and adding flavour to wafer.

Parents and My Brother

1.1 COMPANY PROFILE

1.2 INDUSTRY PROFILE

1.3 PRODUCT PROFILE

Need, Objectives and

Hypothesis of the Study

CHAPTER II NEED, OBJECTIVES AND HYPOTHESIS OF THE STUDY

Need for the study

Objectives of the study

Hypothesis of the Study

There is no significant relationship between age of respondents and effectiveness of media.

There is no significant relationship between ranking assigned to various flavors.

There is no correlation between quality and brand image of ice cream

There is correlation between price and quality of ice cream.

There is no correlation between quality and additional nutrients in between wafers

There is no correlation between flavours and adding flavour to wafer

Scope of the Study

SCOPE OF THE STUDY

Limitations of the Study

LIMITATIONS OF THE STUDY

The study and research findings is limited to Cochin city only.

News Papers Magazines and Journals Websites.

Type of Research Design

Chi-Square as a Test of Goodness of fit

Degree of Association Test

Where N is the sample size.

ONE WAY ANALYSIS OF VARIANCE

Mean Square SSC/C-1 SSE/N-C

TWO WAY ANALYSIS OF VARIANCE

Analysis of variance table (ANOVA): Two-way classification

Source of variation Between Samples Between Samples Residual or error

Sum of Squares SSC SSR SSE

Degree of Freedom (c-1) (r-1) (c-1) (r-1)

Variance Ratio of F MSC/MSE MSR/MSE

SSC SSR SSE SST

Where V1 = (c-1) and V2 MSR F =

(V1, V2) MSE

KOLMOGOROV SMIRNOV TEST