31-10-2012, 05:06 PM
CONSUMER BEHAVIOUR ON ICE CREAM INDUSTRY WITH THE HELP OF HAVMOR ICE CREAM
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INTRODUCTION OF ICE CREAM INDUSTRY IN INDIA.
Ice cream industries occupies important place in India. It is one of the consumer goods industries product is important popular diet.
India is an agriculture based company because of the large number of the cattle and large milk production most of the dairy and ice cream industry has developed and India is well ranked in the world.
Ice cream industry has brought magnificent change in the rural economy. It provides employment to the marginal framers.
Today the competition ice cream like Amul, Vadilal, Havmor, Kwality Walls etc. as ice cream has been regular edible item the consumption is in more.
In 1983 Indian Government issued a control in which the price level was fixed. It has an important role in employment generation and reducing the migration of villagers town and cities for dinehood.
OBJECTIVE OF THE STUDY
• To study the growth of the Ice cream Concentrates industry.
• Study the various promotional strategies on ice cream to promote their product from time to time.
• To understand the consumers behavior on all over ice cream industries with the help of havmor.
• To understand the retailers preferences on ice cream.
• To find the availability of Havmor.
• To find out the appropriate strategy to improve the efficiency of delivery for ice cream.
SCOPE OF THE STUDY
Scope of the study was to know the consumer attitude about various factors such as company image, quality, packaging etc and also used to know that brand awareness. Further it also helps to know to effective media to advertise the product. The study also used to know customer satisfaction level about price, discount basis, quality etc. thus the main scope of the study was to identify the consumer behavior and customer exceptions about the ice cream product.
Research Design
A research design is the specification of methods and procedure for acquiring the information needed. It is the overall operation pattern or frame work of the project that stipulates what information is to be collected from which sources by what procedures.
It is evident that research design is more or less a blue print of research. Research design specifies the sources for collection of requisite information and its measurement and analysis with a view to arriving at certain meaningful conclusion at the end of proposed study.
Type of research designs
Exploratory research design:
In the case of exploratory research the focus is on the discovery of ideas. Exploratory study is generally based on the secondary data that are readily available. I have used research from newspaper, magazines, bullions for the relevant data of an Ice cream.
Descriptive research design:
Descriptive research design means to describe any situation or information in detail. To describe something in related area at that time descriptive research is used. Means to give detail explanation of the research then the descriptive research is used. our primary objective is to analyze Ice cream. So I have to choose descriptive research design.
Causative research design:
Causative research is done to establish a cause and effect relationship. For e.g.: if increasing income of a consumer may impact any factor viz. life style.
For analyzing the behavior of the consumer and identifying factors considered while on ice cream , descriptive research is very helpful.