An analysis on the Ice Cream brand preferences among parents in Malaysia
Upcoming SlideShare
Loading in...5
×
 

An analysis on the Ice Cream brand preferences among parents in Malaysia

on

  • 9,073 views

Does Parents like ice cream?

Does Parents like ice cream?

What factors that motivate parent to choose Ice Cream brand in Malaysia?

Statistics

Views

Total Views
9,073
Views on SlideShare
9,070
Embed Views
3

Actions

Likes
2
Downloads
338
Comments
2

1 Embed 3

http://www.slashdocs.com 3

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Thanks for your sharing, Seow Mlee ! I am also conducting a research about ice cream market in Vietnam. i would like to ask you something. Could you tell me how to contact with you ? ( my email: nguyenminhduy19@gmail.com )
    Are you sure you want to
    Your message goes here
    Processing…
  • It is useful. Thank you.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    An analysis on the Ice Cream brand preferences among parents in Malaysia An analysis on the Ice Cream brand preferences among parents in Malaysia Presentation Transcript

    • A research on the factors that motivate consumers to choose a brand of ice-cream: An analysis on the brand preferences among parents in Malaysia
        • MARKETING MANAGEMENT BMMK 5103
        • Prepared by:
        • ROHANI SHAFIE (CGS00531101) SEOW SWEE MIEE (CGS00528301)
        • MARKETING MANAGEMENT BBMK 5103
      Table of Content
      • Introduction - Market Trend & Sales Trend
      • Research Problems
      • Research Objectives
      • Research Questions
      • Research Justifications
      • Research Scope & Limitation
      • Underpinning Theory – Theory of Planned Behavior
      • Research Framework & Relationship of Dependent variable & independent variables
      • Research Methodology
      • Research Results & Findings – Demographic
      • Conclusions
      • Recommendations
      • Future Research
    • 1. Introduction - Marketing Trend
      • There are varieties of ice cream products in Malaysia such as Walls, Nestle, Baskin
      • Robbin, Haagen-Dazs and others.
      • In ice cream industry, consumers will be influenced by many factors in choosing ice cream brands. According to Euromonitor International 2009/2010, sales of ice cream increasing in Malaysia due to disposable income increased.
      • Ice cream parlours restaurant become popular due to the lifestyle enjoyment and
      • experience i.e. Haagen-Dazs and Baskin-Robbins. Constantly introducing the new taste of ice cream flavors and attractive serving environment to customers.
      • Ice cream manufacturers are also focused on middle-income consumers for bulk ice
      • cream and multi-pack ice cream . Supermarkets and hypermarkets are running
      • attractive special offer regularly during the festive season, school holiday & etc.
      • Ice cream in bulk purchase is increasing due to the price cheaper than others type of ice cream.
    • 1. Introduction (sales chart) (1.1) Sales of Ice Cream : Volume 2005 – 2010 (1.2) Ice Cream Company share : Percentage 2005 - 2009 * Golden Scoop Sdn Bhd is the distributor for Baskin-Robbins and HD Marketing & Distribution Sdn Bhd is distributing Haagen-Dazs in Malaysia (1.3) Ice Cream Brand Share (By Global Brand Name) : Percentage 2005 - 2009 *Based on Euromonitor International Report 2009 & 2010 45,203.23 44,081.07 42,946.99 41,749.48 40,693.36 34,492.28
      • Sales of Ice Cream : Volume
      • 2010
      • 2009
      • 2008
      • 2007
      • 2006
      • 2005
      • ‘ 000 litres  
      2.56 2.71 2.80 - - HD Marketing & Distribution S/B 7.08 6.52 6.10 5.98 5.12 Golden Scoop Sdn Bhd 7.12 8.24 8.91 10.73 11.81 F&N Dairies (M) Sdn Bhd 8.68 8.63 8.40 8.25 8.41 King’s Creameries (M) Sdn Bhd 31.27 31.83 32.02 31.50 31.11 Nestle (M) Sdn Bhd 32.25 30.32 30.14 29.41 29.05 Unilever (M) Holding Sdn Bhd 2009 2008 2007 2006 2005 % retail value rsp  6.3 6.1 6.2 5.9 5.8 Wall’s 6.5 6.1 6.0 5.8 5.8 Cornetto 7.1 8.2 8.8 8.9 9.5 Magnolia 7.1 6.5 6.1 6.0 - Baskin-Robbins 8.7 8.6 8.4 8.2 8.4 King’s 9.3 9.3 9.2 8.7 8.6 Nestle 2009 2008 2007 2006 2005 % retail value rsp 
    • 2. Research Problems
      • Many studies have done from the children perspective
      • towards ice cream
      2. Unable to search significant information from internet in regards to insight on parents’ perspective .
    • 3. Research Objectives #1
      • To identify the factors why parents love ice cream and
      • factors selecting ice cream brands
      2. To find out the factors that influence parents to consume brand ice cream 3. To analyze the relative significant of other factors and may lead to the better quality service 5. To study the importance of nutrition fact of ice cream to parents 4. To understand the pattern of parents purchasing behavior
    • 3. Research Objectives #2 6. To analyze the personal preference of parents to ice cream whether is similar to the children 7. To find out type of communication that creates awareness of ice cream to parents 8. To investigate the channels of information which motivate parents to buy ice cream 9. To explore how healthy ice cream will be effective to the parents
    • 4. Research Questions
      • What are the general overviews of parents on ice cream
      • brands?
      • Will the ice cream advertisement and children influence
      • the parents’ purchasing and decision making ?
      • What are the factors that influence parents to purchase
      • ice cream and brands?
      4. Is Ice cream an unhealthy food and contributing the problems that parents need to prevent their children for eating their favorite ice cream ?
    • 5. Research Justification
      • Ice cream sales grew by 3% and contributing RM548.6m
      • Ice cream parlour restaurants become popular due to
      • many flavours have been introduced & dining environment
      Sales of Ice Cream Parlours by category: Value 2005 – 2010 (Euromonitor International Report 2010) Sales of Ice Cream : Value 2005 – 2010 (Euromonitor International Report 2010) *Based on Euromonitor International Report 2009 & 2010 548.60 534.84 523.27 498.07 475.54 455.32 Sales of ice cream : Value 2010 2009 2008 2007 2006 2005   RM Million 54.64 48.92 46.65 43.76 37.42 32.01 Sales of ice cream Parlours: Value 2010 2009 2008 2007 2006 2005   RM Million
    • 6. Research Scope & Limitation
      • The study will be confined to 48 parents and based at
      • various locations in Klang Valley
      3. Limited study timeframe from January 2011 until to mid March 2011 2. The study was conducted in Klang Valley , Malaysia and any other countries will not be areas of investigations 4. Other researchers on any other brands of foods will not be considered in this research 5. The study was conducted in Klang Valley, Malaysia and any other countries will not be areas of investigations
    • 7. Underpinning Theory – Theory of Planned Behavior * This theory provides a framework to study attitudes toward behaviors The Theory of Planned Behavior (TPB) from Ajzen, I. has been applied into this research.
    • 8. Research Framework & Relationship of DV & IV Independent Variable (IV) Dependent Variable (DV) . * Relationship between dependent and independent variables The ice cream purchase is dependent variable and the independent variables are grouped into five categories which comprising as at below : - The independent and the dependent variables are interrelated to each other. - Researcher could measure the results and come up with conclusions that are very accurate.
    • 9. Research Methodology Exploratory Research
      • Sampling & population
      • 48 respondents – 21 to 60 years old
      • All parent with & without children
      • survey done in Klang Valley
      • 100% returns on questionnaire given
      • Sampling technique
      • Utilized Convenience Sampling
      • non-probabilities sampling
      • self-administered questionnaire
      • Research instrument
      • Data Collection - sourced/modified from Question Pro.com, AC Nielson and Euromonitor International
      • Survey Instrument
      • - Questionnaires prepared. 25 questions - Comprising of 6 sections
      1. Demographic profile of Parents 2. Personal Interest of Parents 3. Buying Behavior of Parents 4. Consumption Pattern of Parents 5. Nutrition Perception of Parents 6. Advertisement influence to Parents
      • Analysis tools
      • Data Analysis - Utilized The Statistical Package for Social Science ( SPSS for Window)
      • Secondary Data
      • - related published articles, industry reports, journals and books
      The overview of methodology for this research:
    • 10. Result & Findings - Demographic
      • Total 48 respondents participated the survey
      • Return rate of the survey form is 100%
      • The summary of Demographic Profile of the respondents is as below:
    • 11. Conclusion #1 What are the general overviews of parents on ice cream brands? *Based on the result & finding from the survey
      • 72.92% like ice cream -> HAPPY MOMENT
      • 20.48% quoted that ice cream -> MY FAVORITE DESSERT
      • Key preferred flavors -> VANILLA & CHOCOLATE
      • Top 3 preferred brands -> WALLS, NESTLE & HAAGEN-DAZS
      • Top 3 Behavioral Consumption Pattern
      Basic Ice Cream Lover 35.42% Ice Minimalist 27.08% Ice Cream Value Maximizer 20.83%
      • 31.25% prefer new experiences & enjoyment -> ICE CREAM PARLOURS
      • 4.12% expect more channel development -> ICE CREAM PARLOURS
    • 11. Conclusion #2 What are the factors that influence parents to purchase ice cream and brands? *Based on the result & finding from the survey
      • 64.58% prioritize CONTENT of ice cream during purchase
      • 22.92% influenced by PRICE
      • Other factors -> ADVERTISEMENT, PROMOTION, NUTRITION & HOT WEATHER
      • 45.83% normally buy ice cream -> for WHOLE FAMILY
      • 29.17% specially buy for -> CHILDREN
      • Experiential Marketing -> Influence unplanned + planned PURCHASE
      • Free food tasting
      • Normally at super/hyper market
      • especially for parents in the cities
    • 11. Conclusion #3 Will the ice cream advertisement and children influence the parents’ purchasing and decision making? *Based on the result & finding from the survey
      • 72.92% aware on ice cream information from -> TELEVISION
      • Other source of information -> Pamphlet & Words of Mouth (WOM)
      • Free Sample tasting -> effective & trigger the unplanned purchase
      • Children request and demand -> influence parent & family decision
      • Level of influencing of children depend upon their :
      • TV Advertisement -> INCREASE purchase request of children
      Family Communication Pattern Parenting Style Development stage
      • Ice Cream -> a form of REWARD to children after completing the job given
    • 11. Conclusion #4 Is ice cream an unhealthy food and contributing the problems that parents need to preventing their children for eating their favorite ice cream? *Based on the result & finding from the survey
      • 60.42% having intention to buy -> HEALTHY ice cream
      • 52.08% will pay extra money for healthy ice cream -> at the range of RM5-RM10
      • 50% like to see more HEALTHY ice cream in the market
      • other expectations in ice cream industry -> more Choice on NEW FLAVORS -> LOWER PRICE
      • Parent influence children on -> EATING experiences and environment
    • 12. Recommendation #1
      • MORE studies on the differences of needs, expectations and satisfactions of parents and children.
      The researcher hopes that the ice cream manufacturers and marketers of various companies could benefit from the following suggestions:- 2. IMPROVE & STRENGTHEN every touch points of customer. - Moment of Truth (MOT) is a influential and powerful elements in customer service 3. Leverage on experiential marketing, in-store display & merchandising activities. - encouragement and engagement on communication with consumers - promote healthy ice cream in order to change the perception
    • 12. Recommendation #2 4. To carry honest and accurate message in ice cream advertisement - No wrong interpretation of nutrition benefits to customers. The researcher hopes that the ice cream manufacturers and marketers of various companies could benefit from the following suggestions:- 5. Value-added INNOVATION to consumers. - expand demand of health and wellness food. - reduce fat & sugar offerings - calcium-enriched ice cream products 6. Leverage ethical positions & differentiate products from others rivals.
    • 13. Future Research The researcher would like to propose areas that can be explored as followings: 1. carried out on the wider scope of sampling in Malaysia such as more respondents in the survey. 2. conducted with respondents from various region such as covering more states by region. (North, Centre, south, east coast and east Malaysia) 3. carried out towards the comparison of parent and children between their needs and expectation on ice cream. The future research should be
    • 13. Future Research The researcher would like to propose areas that can be explored as followings: 4. specified the comparison of parent and adolescence between their needs and expectation on ice cream. 5. conducted with an ample timeframe in order to get the accurate data and information. The future research should be
    • Good Life . Good Food with Ice Cream Thank you