kwality wall ice cream

Submitted in the partial fulfillment for the award ofBachelor of Business Administration (BBA)

(2007-2010)

SUBMITTED BY:

Kumar SourabhBBA - Final

Regd. No. : 2007.GIM/A.90

GURU NANAK INSTITUTE OF MANAGEMENT & ITROAD NO-73, PUNJABI BAGH,

NEW DELHI- 110026(Approved By: Guru Nanak Dev University)

GURU NANAK INSTITUTE OF MANAGEMENT & IT 1

CERTIFICATE

This is to certify that “CUSTOMER SATISFACTION WITH KWALITY WALL’S” carried out by KUMAR SOURABH as a part of the requirements of Bachelor of Business Administration (BBA)Programme. This study is being submitted for approval to the Guru

Nanak Institute of Management & IT.

I declare that the content of the above mentioned project are original and

no part of this project has been submitted for the award of any degree or

BBA programme.

KUMAR SOURABH

GUIDE CERTIFICATEGURU NANAK INSTITUTE OF MANAGEMENT & IT

2

This is to certify that the project titled “CUSTOMER SATISFACTION WITH KWALITY WALL’S ICE CREAM” is an original work of Mr. Kumar Sourabh Enrollment student of Guru Nanak Institute of Management & IT, New Delhi submitted in partial fulfillment of the requirements for the award of Bachelor of Business Administration (BBA). (2007-2010) under the guidance of the committee.

.

Signature of committee members Signature of HOD

Ms. Riti Passi Ms. Maninder Kaur

Ms. Manpreet Kaur

Director

Prof. J. S. Gujral

ACKNOWLEDGEMENT


It is indeed of great moment to pleasure to express my senses of per found gratitude &

indebt ness to all the people who have been instrumental in making my project a rich

experience. I got the opportunity to do a challenging project with kwality wall’s. The

project is the important part of our study and gives us a real practical exposure to the

corporate world and it is almost impossible to do the same without the guidance of

peoples in and around us.

I am thankful to my project guide Ms. Manpreet Kaur & Ms Riti Passi for her

guidance during my project. I am also thankful to my College Director Prof. J.S.

Gujral for giving me chance to get such an experience and giving me chance to get an

industrial experience.

I would like to take this opportunity to extend my heartfelt gratitude to the

managing member of Kwality Wall’s. The entire experience has been very

encouraging and will certainly help me stand in good stead throughout my Career in

Future.

Kumar Sourabh BBA - Final

CONTENTS


Topics Page No.

INTRODUCTION TO INDUSTRY

Executive Summary 6Importance of customer satisfaction 7 History of ice cream 8Ice Cream Industry profile 9Segmentation and Growth 10Myths Regarding Ice creams 11 INTRODUCTION TO ORGANISATION Introduction to HUL 14Introduction to Kwality Wall’s 15Consumption Process 16Consumer Preferences 184 p’s of Kwality Wall’s 19Swot Analysis 29Competitors profile 31

RESEARCH AND METHODOLOGYAnalysis of the study 33Findings 53Suggestions 54Future of Ice Cream Market 55Limitation of Study 56Bibliography 57Annexure 58

EXECUTIVE SUMMARY


Kwality Wall’s was launched in 1995 as Hindustan Unilever Ltd ‘s. master brand for

ice creams. With in-depth knowledge of the Indian market and Unilever’s state-of-

the-art technology, Kwality Wall’s has been delivering superior quality products

under its international brands. Hindustan Unilever started by merging 6 existing ice

cream brands in the country and then launched Kwality Wall’s range of ice creams

and frozen desserts.

The Global Scoop

Unilever is the world's biggest ice cream manufacturer, with an annual

turnover of €5 billion

Heart brand products are sold in more than 40 countries. The Heart brand

operates under different names in different markets (Wall's in the UK and

most parts of Asia, Algida in Italy, Langnese in Germany, Kibon in Brazil,

and Ola in the Netherlands)

IMPORTANCE OF CONSUMER SATISFACTION


The needs to satisfy customer for success in any commercial enterprise is very

obvious. The income of all commercial enterprise is derived from the payments

received for the products and services supplied to its customers. If there is no

customer there is no income and there is no business. Then the core activity of any

company is to attract and retain customers. It is therefore no surprise that Peter

Drucker the renowned management Guru, has said, “To satisfy The customers are

the mission and purpose of every business”.

Satisfaction of customer is essential for retention of customer’s and for continuous

sales of the products and services of the company to customers. This establishes the

needs for and the importance of customer satisfaction. The satisfaction of consumers

is different from one to another. Became, each consumer has the different behaviour

in their life. So, the marketer satisfies the consumer, he must very well know the

behavior of consumer.

HISTORY OF ICE-CREAMS


Ice cream's origins are known to reach back as far as the second century B.C.,

although no specific date of origin nor inventor has been indisputably credited with

its discovery. We know that Alexander the Great enjoyed snow and ice flavored with

honey and nectar. Biblical references also show that King Solomon was fond of iced

drinks during harvesting. During the Roman Empire, Nero Claudius Caesar (A.D.

54-86) frequently sent runners into the mountains for snow, which was then flavored

with fruits and juices. Over a thousand years later, Marco Polo returned to Italy from

the Far East with a recipe that closely resembled what is now called sherbet.

Historians estimate that this recipe evolved into ice cream sometime in the 16 th

century. England seems to have discovered ice cream at the same time, or perhaps

even earlier than the Italians. "Cream Ice," as it was called, appeared regularly at the

table of Charles I during the 17th century. France was introduced to similar frozen

desserts in 1553 by the Italian Catherine de Medici when she became the wife of

Henry II of France. It wasn't until 1660 that ice cream was made available to the

general public. The Sicilian Procopio introduced a recipe blending milk, cream,

butter and eggs at Café Procope, the first café in Paris.

ICE CREAM INDUSTRY PROFILE

Ice-cream

The Indian ice cream market was earlier reserved for the small-scale sector. It was

opened to large-scale manufacture only in 1997. Since then the market has been

witnessing fierce battles and huge investments on the part of major players in cold


chains and infrastructure. The overall industry has been growing at a sluggish rate of

3-4 %. But the organized sector has been growing in the region of 15 % over the last

five years.

Introduction

The ice cream market growth picked up after de-reservation of the sector in 1997.

Of the total size of Rs 15-16bn, around 30-32% is in the hands of organized sector

valued at Rs 4.9bn, rest all is with the unorganized sector. Among the major players

in this industry Hindustan Unilever has a market share of around 50%, represented

mainly by Kwality Walls brand. Amul with an estimated market share of 35% is

rapidly gaining market share, Vanilla is the player in the national market with 8-9%

of the market share. And lastly Dins haw’s having market share of 3 – 4%.

Production area

In rural areas, kulfis / ice creams made by small / cottage industry are popular. The

market for organized sector is restricted to large metropolitan cities. In small towns

and villages, there are thousands of small players who produce ice- creams / kulfis in

their home backyard and cater to the local market. Almost 40% of the ice creams

sold in the country are consumed in the western region with Mumbai being the main

market, followed by 30% in the north and 20% in the south.

Growth promotional activities

The Indian government adopted the policy of liberalization regarding the ice cream

industry also and it is since then that this sector has shown an annual growth ranging

from 15- 20% per annum for last 1- 2 year.


Segmentation of Ice cream Market

Indian Ice Cream market can be segmented in three different ways, namely on the

basis of flavors; on the basis of stock keeping units / packaging and on the basis of

consumer segments. On the basis of flavors the market today has a number of flavors

like vanilla, strawberry, chocolate, mango, butterscotch a number of fruit flavors, dry

fruit flavors traditional flavors like Kesar- Pista, Kaju- Draksh etc.

The market is totally dominated by Vanilla, Strawberry and chocolate, which

together account for more than 70% of the market followed by butterscotch and other

fruit flavors.

Indian Ice Cream Industry Growth

Year Crore

1997-98 500

1998-99 575

1999-2000 661.25

2000-2001 760.43

2001-2003 874.49

2003-2004 1005.66


MYTHS REGARDING ICE-CREAMS

Some of us believe that ice cream is a fattening given the product’s soft and creamy

texture. However, fat is only about 5% by volume of Kwality Wall’s Ice Cream.

The role of fat is to give body to the ice cream and to give it a good texture and taste.

Kwality Walls gives children lower calories than some of their other favourite

snacks.

FOOD PRODUCTS CALORIES

Kwality Wall’s Vanilla Cup (80 ml) 72 Kcal

Soft Drinks (300 ml) 191 Kcal

Chocolate (40 gm bar) 219 Kcal

Potato Chips (28 gms) 136 Kcal

Rasmalai (50 gms – 2 pieces) 130 Kcal

Gulab Jamuns (75 gms – 2 pieces 198 Kcal


Ice Cream Cause Cold and Cough?

Most of us assume that ice creams lead to sore throats, cold and phlegm. This is a

myth, and most prevalent in the Indian Sub continent where ice creams were

manufactured by small scale industries, which lacked suitable manufacturing and

distribution infrastructure.

Common cold is caused by viral infection, which has nothing to do with temperature

(as most doctors will also tell us). Science has shown that only ice creams made of

non-pasteurized milk and cream, in unhygienic conditions and sold unwrapped can

cause such problems. This is true for only cheap, branded / unbranded ice creams

often sold outside schools.

Kwality Wall’s are trying to change this myth by educating consumers and sparing

no efforts to strive to ensure that superior quality products reach consumers.


Ice Cream Industry completely safe from Recession

Even as various industries are wilting under the heat of recession, the ice cream

industry is firming up for higher growth this summer. Major ice cream

manufacturers such as Amul, Kwality wall’s, Mother Dairy who have a

presence nation wide, expects The Indian ice cream industry is estimated to be

worth nearly Rs2,000 crore. Organised players account for around 45% of this

share, which comes to Rs900 crore," as reported by Mr. RS Sodhi, CGM,

Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF). GCMMF

owns the Amul brand.

"Amul has 25% share in the national ice cream market.” It is the market leader

in Gujarat where its market share is 35%."

Vadilal Industries Ltd claims that the ice cream industry will beat all

recessionary trends and register at least 25% growth in this season.

INTRODUCTION TO HINDUSTAN UNILEVER LIMITED

Hindustan Unilever Limited (‘HUL’), formerly Hindustan Lever Limited (it was

renamed in late June 2007 as HUL), is India's largest Fast Moving Consumer Goods

company, touching the lives of two out of three Indians with over 20 distinct

categories in Home & Personal Care Products and Foods & Beverages. These

products endow the company with a scale of combined volumes of about 4 million

tones and sales of nearly Rs. 13718 crores.


HUL is also one of the country's largest exporters; it has been recognized as a

Golden Super Star Trading House by the Government of India.

The mission that inspires HUL's over 15,000 employees, including over 1,300

managers, is to "add vitality to life." HUL meets everyday needs for nutrition,

hygiene, and personal care with brands that help people feel good, look good and get

more out of life. It is a mission HUL shares with its parent company, Unilever,

which holds 52.10% of the equity. The rest of the shareholding is distributed among

360,675 individual shareholders and financial institutions.

HUL's brands ‐ like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's,

Sunsilk, Clinic, Pepsodent, Close‐up, Lakme, Brooke Bond, Kissan,

Knorr.Annapurna, Kwality Wall's – are household names across the country and

span many categories ‐ soaps, detergents, personal products, tea, coffee, branded

staples, ice cream and culinary products. These products are manufactured over 40

factories across India. The operations involve over 2,000 suppliers and associates.

HUL's distribution network comprises about 4,000 redistribution stockists, covering

6.3 million retail outlets reaching the entire urban population, and about 250 million

rural consumers.

KWALITY WALLS

HUL introduced Kwality Wall's Softy Ice Cream range in the year 2000. Kwality

Wall's is the leading ice cream brand in India. The objective was to target all

consumer segments covering all social and economic groups and to provide them

with a superior quality, hygienic, soft and creamy ice cream that is easily accessible

at a very affordable price of just Rs 5. HUL was looking for an organization that


could understand its specific needs and provide top quality sugar cone manufacturing

equipment for its various centre across India.

With a design process that has evolved over time to ensure maximum performance

and efficiency along with a presence in the major cities across India, R&D was

everything HLL asked for. HUL provided them with top class machines to

manufacture high quality cones for their Softy ice-cream and helped HUL gain cost

efficiency and higher profitability.

THE THREE STAGES IN CONSUMPTION PROCESS OF

ICE- CREAM

Pre-purchase:- Brand image, Health issues, suitability

Brand image of the ice cream - The consumer considers the kind of image the brand

that he is going to purchase depicts. It has to suit certain status symbol, quality and


any other personal brand requirements that the consumer may have. It is important

that the brand maintains good will, satisfactory to the consumer

Health Issue to ice creams relating-The modern consumer is highly health conscious

and is becoming aware of the rising health issues and its impacts. It is important that

the brand satisfies this need of the consumers and ensures health related gains rather

than loss. About which we will be discussing further in this report.

Suitability – The product should suit the taste, flavor and ingredients that are in line

with the consumer needs and wants.

Purchase:-Price, Environment, Service

Price of ice cream -Price should be affordable and the product should provide

money’s worth in terms of quality, quantity and consumer satisfaction. as kids also

form a main segment of our section a proper care should be given as far as pricing is

concerned.

Environment-The environment should be such that the consumer wants to stay there

and spent some time.

Service- The service should be fast so that the customer waiting time should be less

and leads to their satisfaction and results in formation of good brand image.

Post-purchase:- Quality, Satisfaction, Store experience

Quality of ice cream – the quality of the ice cream delivered certainly plays a vital

role in determining whether the customer will re purchase the brand or not. The

quality and taste of ice cre7am determines the satisfaction level of the customer and

hence plays a vital role in determining his approach towards the product.


Satisfaction from ice cream- well satisfaction is a holistic picture the total experience

of the customer with the brand considering various factors as mentioned above and

then finally arriving at a conclusion saying whether he is satisfied or not from the

product.

CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person to a

marketer. Consumer decides what to purchase, for whom to purchase, why to

purchase, from where to purchase, and how much to purchase. In order to become a


successful marketer, he must know the liking or disliking of the customers. He must

also know the time and the quantity of goods and services, a consumer may

purchase, so that he may store the goods or provide the services according to the

likings of the consumers. Gone are the days when the concept of market was let the

buyer’s beware or when the market was mainly the seller’s market. Now the whole

concept of consumer’s sovereignty prevails. The manufacturers produce and the

sellers sell whatever the consumer likes. In this sense, “consumer is the supreme in

the market”.

As consumers, we play a very vital role in the health of the economy local, national

or international. The decision we make concerning our consumption behavior affect

the demand for the basic raw materials, for the transportation, for the banking, for the

production; they effect the employment of workers and deployment of resources and

success of some industries and failures of others. Thus marketer must understand

this.

Preference (or "taste") is a concept, used in the social sciences, particularly

economics. It assumes a real or imagined "choice" between alternatives and the

possibility of rank ordering of these alternatives, based on happiness, satisfaction,

gratification, enjoyment, utility they provide. More generally, it can be seen as a

source of motivation. In cognitive sciences, individual preferences enable choice of

objectives/goals.

The study of the consumer preference not only focuses on how and why consumers

make buying decision, but also focuses on how and why consumers make choice of

the goods they buy and their evaluation of these goods after use. So for success of

any company or product promotion it is very necessary to depart its concentration

towards consumer preference.

4 PS’ OF KWALITY WALL’S

PRODUCTS


http://en.wikipedia.org/wiki/Motivation

http://en.wikipedia.org/wiki/Utility

http://en.wikipedia.org/wiki/Gratification

http://en.wikipedia.org/wiki/Happiness

http://en.wikipedia.org/wiki/Economics

http://en.wikipedia.org/wiki/Social_science

http://en.wikipedia.org/wiki/Taste_(sociology)

Product is the first of the four P’s of the marketing , Though each of the four p has

its unique position in the marketing mix of the firm , product has a very special

position as it constitutes substantive elements in any marketing offer . The other

elements of marketing price and promotion are normally employed to make product

offering unique and distinct. Product is the number one weapon in the marketing.

Kwality walls have wide range of products from scoop to family packs.

CORNETTO

Cornetto comes with rich creamy top through the crispy wafer cones.It is the most

popular brand of kwality walls and specially target for young at heart. Cornetto

comes in 4 mouthwatering flavours:-

SNACKERS

FLIRTY STRAWBERRY

BUTTER SCOTCH

CHOCO FUDGE

FEAST


Feast is one of the most powerful brand of kwality wall’s and targeted for

youngsters. The outside of feast is choclate covering with raisins, nuts and

almonds. Feast comes in exciting flavours of

CHOCOBAR

CHOCOLATE

ALMOND FUDGE

FRUIT N NUT

PADDLE POP

Paddle pop is made to give refreshing sensation that its customers i.e. Children may

never forget. It comes in magical flavor of:-

BLACK GRAPE JELLY

CANDY CAKE XPLOSION

CHOCO BERRY NOVA

CHOCO VANILLA

MOO


http://www.kwalitywalls.in/paddlepop_ads.htm

Moo is targeted for those extra caring mom bacause hul claims that moo has equal

calcium of one glass of milk. It comes in two forms:-

MULTI SANDWICH PACK

STICK

SELECTION

Selection is a premium range of ice cream for those who love enjoying with family.

Selection comes with crispy nuts, almonds, choclate chips mixed in it. It comes in

awesome flavour of:-

FRUIT N NUT

MOCHA BROWNIE FUDGE

TIRSMISU

NOCHLDA

CARAMEL CRUNCH

COOKIES N CREAM

Cups 50 ML.


http://www.kwalitywalls.in/moo_ads.htm

http://www.kwalitywalls.in/selection_ads.htm

Strawberry Fondue

Vanilla

Big Cups 80 ML.

Kesar pista Choco chipsKaju KismisButter ScotchMangoPistaStrawberryVanilla

Bars

Ice Lollies 50 ML.

Heart Beat 100MLTriple Treat 100 MLChamp Chocobar 100 ML.Chocobar 100 ML.Kulfi 100 ML.

Take Home Packs


Family Tubs 500 ML. AlmondPistaAlphanso

Fruit Overload

Choco ChipsButter Scotch

Party Packs 1000 ML

VanillaStrawberryPista

Chocolate chips

PROMOTION


Promotion is the major components of the companies total marketing mix .It is the

most substantial component. It intent is to inform persuade and influence people. It is

a basic ingredient in non price competition and it is essential element in marketing.

Promotion decisions must be integrated and co-ordinate with rest of the marketing

mix to frame strategies.

As Ice-cream is an FMCG product creating and retaining awareness has

much importance. So Kwality wall’s carries promotions such as

Special price offers during Ganesh Festivals in Mumbai.

Distribution of coupons in college on friendship day

Special offers on Valentine day which gives redeemable coupon to attract

youth.

“Deepawali Dhamaka” offers given to new retailers.


UNLIMITED OFFER BY WALLS ON INDEPENDENCE DAY


PRICE

The price is the exchange value of the product, it is value expressed in terms of

monetary medium of exchange. It is a link that binds the customer and the company.

It helps to establish mutually advantageous economic relationships and facilitates the

transfer of ownership of goods and services from the company to buyers, Price

serves to bring supply of goods and services produced in equilibrium with the

quantity demanded.

The pricing of the kwality wall’s products are higher as compared with their

competitors, Due to this kwality wall’s products gets differentiated and placed in the

executive class of the society.

The company claims though its price is high because of its quality products, and

using the skimmed Milk fats more as compared to others.

The price of almost all the products of kwality wall’s are near about 10% higher

than Amul, 30-35 % than local companies .

The is constantly keeping the eyes on the local as well as national players and do in

its next business strategy the company thinking to reduce price of all the products


PLACE

There are over 300 Kwality Parlours in India, which capture consumers with their

delightful range of ice cream flavors and sundaes. These Parlours attempt to capture

‘on the move’ and ‘out and about’ consumer trends and hence are either exclusive

Parlours in colonies/ residential markets or kiosks at multiplexes, mass malls, etc.


SWIRLS

It was launched in India in 2004, and currently has 51 Swirl’s Parlours.The

core concept of Swirl’s is ‘Create your Own’ ice cream. Swirl’s Parlours attempt to

capture the ‘on the move’ consumer trends and are located at high footfall areas

such as malls and shopping centers and are classified under the impulse range of

products.


SWOT ANALYSIS

STRENGTH:-

The Indian ice cream market was till recently reserved for the small-

scale sector. It was opened to large-scale manufacture only in 1997. Since then the

market has been witnessing fierce battles and huge investments on the part of major

players in cold chains and infrastructure. The overall industry has been growing at a

sluggish rate of 3-4 %. But the organized sector has been growing in the region of 15

% over the last five years.

This Rs 750-crore market is in today. Not a single multinational brand has been able

to make its presence felt in ice-creams in India as the market continues to be ruled by

Indian brands such as Amul, Kwality Walls, Mother Dairy, Vadilal and several

regional ones such as Dinshaw in the West and Arun in the south and Sudha in the

eastern India.

Ice-cream consumption is increasing but very slowly, like any other

change in habit. "But the most enduring change that we have noticed is increasing

out-of-home consumption, which is related to socio-economic changes, especially in

urban markets.

WEAKNESS:-

The domestic ice-cream market is small in relation to those of other countries

in terms of per capita consumption. India's per capita consumption is about 250 ml

against Pakistan's 300 ml, 600 ml in Sri Lanka, and 1.2 liters in China and 22 liters in

the US.

According to industry sources, the industry is not registering up to mark

growth. "As Indians on an average eat ice-cream only five to six times a year, India's

potential is phenomenal,” there is not enough advertising in the country. That is why

almost half the market is dominated by the unorganized sector. You can see the case

of the soft drinks market in India and its growth in the past few years, especially after


the entrance of Coca-Cola and Pepsi, of which he says "... their powerful ads did the

magic". According to him, "No ice-cream company is fully in play yet."

OPPORTUNITIES:-

The Indian rural market has great potential. All the major market leaders

consider the segments and real markets for their products. A senior official in a one

of the leading company says foray into rural India already started and there has been

realization that the rural market is both price and quantity conscious.

Due to multinationals are entering into market job opportunities are

increasing day by day. Also Indian ice-cream majors are tie up with other

multinationals such as Vadilal, Dinshaw’s growth strategy to have a tie up with

Bapuna Industries ltd. to export in Arabian countries.

THREATS:-

With intense competition by so many local players making headache to the

current marketers. In addition to this though multinational brands are not yet

established but still they will soon hit the market. Almost 60 to 70% of the revenue is

spend on the maintenance and transport. As the distance form plant is very high.


COMPETITOR’S PROFILE

Major Ice cream players in India and there market share are:-

Players Market share

Kwality Wall’s 50%

Amul 35%

Vadilal 9%

Others 6%


RESEARCH AND

DESIGN

METHODOLOGY


RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This project is based on

information collected from primary sources. After the detailed study, an attempt has

been made to present comprehensive analysis of consumption of Kwality wall’s

consumed by the people. The data had been used to cover various aspects like

consumption, consumer’s preference and customer’s satisfaction regarding Cadbury

and Nestle chocolates. In collecting requisite data and information regarding the

topic selected, I went to the residents of Ludhiana and collected the data.

Survey design:

The study is a cross sectional study because the data were collected at a single point

of time. For the purpose of present study a related sample of population was selected

on the basis of convenience.

Sample Size and Design:

A sample of 100 people was taken from five corners of Delhi.

North Delhi

South Delhi

West Delhi

East Delh

Research Instrument:

This work is carried out through self-administered questionnaires. The questions

included were open ended, dichotomous and offered multiple choices.


Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source : The primary data comprises information survey of

“Comparative study of consumer behavior towards Kwality Wall’s. The data

has been collected directly from respondents with the help of structured

questionnaires.

Secondary Source : The secondary data was collected from internet, and

various books.

Data Analysis:

The data is analyzed on the basis of suitable tables by using mathematical

techniques. The technique that I have used is bar and pie techniques..


ANALYSIS OF THE STUDY


CONSUMPTION FOR ICE CREAMS

Liking for the Ice Creams Yes No

Number of Respondents 95 5

No. of customers

From the above analysis of the given sample of 100 respondents it is concluded that

out of 100 people 95 people enjoy eating ice creams while only 5 people don’t prefer

to eat ice cream.


DIFFERENT AGE GROUPS

AGE GROUPS Below 18 18-25 25-35 35-50 Above 50

NUMBER OF

RESPONDENTS

6 45 4 35 5

According to the above analysis it is concluded that I have surveyed 100 respondents

out of which 6,45,4,35,5 belongs to age group 0-18, 18-25, 25-35, 35-50, Above 50

respectively.


PREFERENCE ACCORDING TO AGE GROUPS

AGE GROUPS

0-18 18-25 25-35 35-50 Above 50

No. of respondents 5 35 24 5 24


RESPONDENTS PROFILE

PROFESSION NUMBER OF RESPONDENTS

STUDENT 42

SERVICE 30

BUSINESS 15

HOUSEWIVE 8


RESPONDANT’S INCOME

INCOME NUMBER OF RESPONDANTS

Below 5000 0

5000-8000 6

8000-11000 8

11000-14000 8

Above 14000 72


NORMAL ICE CREAM BUYING PATTERN

Buying Pattern Daily Once A week Twice a week

No. of Respondents 59 20 16

PURCHASE OF ICE-CREAM


BRAND PREFRENCE

POPULAR BRANDS NUMBER OF RESPONDANTS

KWALITY WALL’S 30

MOTHER DAIRY 45

AMUL 15

CREAM BELL 0

OTHERS 5

FAVOURITE FLAVOURS AMONGST CUSTOMERS


FLAVOUR PREFRENCE

FLAVOURS NUMBER OF RESPONDANTS

Vanilla 20

Strawberry 15

Butterscotch 30

Kesarpista 10

Choclate 20

MOST LIKEABLE FORM OF ICE CREAMS


FAVOURITE FORMS

FORM NUMBER OF RESPONDANTS

Cone 45

Cup 20

Stick 20

Take away 10

INFLUENCING FACTORS DURING

PURCHASE

OVERALL INFLUENCEGURU NANAK INSTITUTE OF MANAGEMENT & IT

44

PREFRENCE FOR KWALITY WALL’S


FACTORS RESPONDENTS

TASTE 42

AVAILIABILITY 36

PACKAGING 4

PRICE 9

BRAND 4

LIKING FOR THE KWALITY WALL’S YES NO

NUMBER OF RESPONDENTS 5540

REASON FOR CHOICE

FACTORS No of response


TASTE 54

AVAILIABILITY 24

COST 10

QUALITY 50

LIKEABALITY FOR DIFFERENT BRANDS OF KWALITY

WALL’S


BRAND PREFRENCE

BRAND NUMBER OF RESPONSE

Cornetto 69

Moo 64

Feast 61

Italian Gelato 49

Others 0

CUSTOMERS WHO HAVE EXPERIENCED SERVICES OF

KWALITY-WALL’S PARLOUR


People experienced

kwality wall’s parlour

Yes No

Number of Respondents 8 87

CUSTOMER’S RESPONSE TOWARDS KWALITY WALL’S

PARLOUR


Very bad Bad Average Good Very Good

Taste

variety

Cost

Ambience

Hospitality


1 2 1 4

5 3

1 3 4

4 4

4 4

FAVOURITE TIME FOR ENJOYING ICE-CREAM

TIME NO. OF RESPONDENTS

After Dinner 65

During Day 23

Anytime 12


FINDINGS OF THE STUDY

1. Customers of all age group enjoy Ice-creams.

2. Although in India Market share of Kwality Wall’s is higher but in Delhi it is

far behind Mother Dairy.

3. Butter Scotch is the favourite flavours.

4. Customers love there favourite ice cream with cone.

5. Most of the people enjoy ice cream after dinner.

6. The two decision making factors during purchase are:-

TASTE AVAILIABILITY

7. Customer buy Kwality Wall’s because of its:-

GOOD QUALITY

MOUTH WATERING TASTE

8. CORNETTO, MOO & FEAST are the most popular brands of Kwality Wall’s

9. Only 9% of the respondents have visited Kwality Wall’s Ice cream parlour.

10. Respondents are fully satisfied by product, variety, cost, hospitality of

kwality wall’s parlour however 50% of the respondents are not satisfied with the

ambience.


CONCLUSION / SUGGESTIONS

1. Number of kwality wall’sparlours should be incresed.

2. India has a good potential market for the ice-cream, research shows that an

average Indian eats ice-cream four times a year so company must try to

increase this rate by promoting effective campaign.

3. K. WALL’S should improve its market share in Delhi.

4. k walls should focus rural market by launching low cost ice creams.

5. TASTE & AVAILIABILITY are the most important factor in decision

making therefore k. walls should focus on these two factors.

6. Although there are 300 Kwality wall’s ice creams all across the country but

awareness is very low therefore kwality wall’s must focus in this area.

7. Ambience of kwality wall’s ice cream parlour should be improved.

8. Pricing structure is much higher as compared to nearest competitor’s .so it

should be competitive.


FUTURE FOR ICE CREAM MARKET IN INDIA

Ice Cream market will expand with increase in number of malls - HLL has

been increasing their ice cream outlets - Swirl. Few years consumers use to go out

for walk after dinner and use to buy ice creams from hawkers. But now consumer

who often visit malls for entertainment prefer to buy ice creams during different

times of the day as it is visible upfront and feel like spending Rs. 50 for that tasty

chocolate swirl with cake and nuts. As marketers are understanding the different

needs of consumers, be it health conscious people, kids, youngsters, young etc, and

coming up with products specific for them... with portfolio of flavors, consumer

today has plethora of options at hand to choose from and therefore high probability

of buying one more scoop of ice cream. Also with increasing wallet size and

innovative modern retail formats, it has definitely given a good chance to the ice

cream industry in India.


LIMITATIONS

Necessary precautions were taken in drawing meaningful inferences based on the

data gathered. Although extreme care was taken to best of my knowledge, some

findings may not be that accurate.

1. The most signified limitation has been the individuals involved in this study

had a little experience.

2. The sample size selected for the survey was too small as compared to large

population.

3. Respondents were hesitated to answer.

4. The project was carried out only in the outskirts of Delhi so findings on data

gathered can be best true for Delhi outskirts only. And not applicable to other

parts of the country.

5. Due to unavailability of accurate secondary data, my reliance was on the

primary data.


BIBLIOGRAPHY

Books:

Kotler, Philip, Ramaswami, V.S and Namakumari,

S. “Marketing Management”. Macmillan, edition-II.

Web-sites:

www.kwalitywalls.in

www.vadilalgroup.com

www.wikipedia. encyclopedia.com

www.franchiseeworld.com

Magazines:

Franchisee India


http://www.wikipedia./

ANNEXURE


QUESTIONNAIRE

We are doing a survey on Ice cream buying habit. We would be grateful if you could spare a few minutes to fill up this questionnaire.

Name …………………………………………… Mob No………………………

Add…......................................................................

1) Do you purchase ice cream? Yes No

2) Your normal ice cream buying pattern is?Once a weekTwice a weekDaily

3) Which brand do you prefer ?

Kwality Wall’sMother dairy AmulCream BellAny other (mention name)

4) The reason for your choice? Good taste.

Easy availability.Low priceAttractive packagingBrand nameAny other reason (please specify)


5).Have you ever tried kwality walls?

Yes No

6). If your answer is yes rate kwality walls on the following dimensions between 5 to 1.

5 stands for Very Good1 stands for Very Bad

Very bad Bad Average Good Very GoodQualityCostAvailabilityTaste

7). Which particular brand of kwality wall’s do you prefer? CornettoMooFeast

Italian GelatoAny other(please specify).

8). Which flavors in ice cream do you like most? Vanilla chocolate Strawberry kesar pista Butter scotch other (specify)

9). Which form of ice cream do you prefer? Cup Stick Cone Take away Any other (please specify)

10). Have you ever been to Kwality wall’s ice cream parlour? Yes No


11). If your answer is Yes rate kwality wall’s parlour on the following dimensions:

Very bad Bad Average Good Very GoodTasteVarietyCostAmbienceHospitality

12). You enjoy your ice cream? After Dinner During Day Anytine

Finally few personal questions:

13). Your age group.Below 18 18-2525-35 35-50Above 50

14).Your occupation. Student s ServiceHouse wife BusinessOthers

15).Your family’s monthly income in Rs. (Optional). Below 5000

5000-80008000-1100011000-14000

Above 14000


kwality wall ice cream

Documents

kwality walls ice cream

ps of kwality walls

history of ice cream

ice creams

future of ice cream

project guide

challenging project

mentioned project