Market research on Icecream parlor in Mumbai ppt
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Market research on Icecream parlor in Mumbai ppt

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Market research on Icecream parlor in Mumbai ppt Market research on Icecream parlor in Mumbai ppt Presentation Transcript

  • Annexure-List of tables-• Table-1: TOMA• Table-2: Frequency of visit• Table-3: Preferred Ice-cream parlor• Table-4: Visit a brand since• Table-5: Factor customer likes about the ice-cream parlor• Table-6: Average expenditure per visit per person• Table-7: Opportunity Score Matrix• Table-8: Modified Multidimensional scaling (MMDS)- Master table• Table-9: Factor analysis• Table-10: Component identification table• Table-11: Number of members in each cluster
  • • Table-12: Conjoint Analysis Summary• Table-13: TOMA v/s AGE• Table-14: TOMA v/s AGE – Chi-Square Test• Table-15: TOMA v/s INCOME• Table-16: TOMA v/s INCOME – Chi-Square Test• Table-17: TOMA v/s OCCUPATION• Table-18: TOMA v/s OCCUPATION – Chi-Square Test• Table-19: TOMA v/s EDUCATIONAL BACKGROUND• Table-20: TOMA v/s EDUCATIONAL BACKGROUND – Chi-Square Test• Table-21: Occupation v/s Expenditure per visit per person• Table-22: Occupation v/s Expenditure per visit per person- Chi- Square Test
  • List of Charts-• Chart-1: TOMA• Chart-2: Frequency of visit• Chart-3: Preferred Ice-cream parlor• Chart-4: Average expenditure per visit per person• Chart-5: MMDS- Quality• Chart-6: MMDS- Affordability• Chart-7: MMDS- Variety• Chart-8: MMDS- Ambience• Chart-9: MMDS- Offers• Chart-10: MMDS- Low-fat product• Chart-11: Cluster-1: Occupation• Chart-12: Cluster-1: Educational Background• Chart-13: Cluster-2: Occupation• Chart 14: Cluster-2: Educational Background
  • INTRODUCTIONThe Ice-cream industry in India is reflective of overall populationdistribution.30% of entire market is organized.The Ice-cream industry in India is worth Rs. 2000 crores.The industry can be divided into branded and unbranded market. Thebranded market at present is 100 million liters per annum valued at Rs.800 crores
  • Trends Why organized parlors?A gradual shift in consumers’ perception of ice cream froman impulse/on-the-go treat to an affordable indulgence tobe enjoyed at home with family members.Baskin Robbins became huge success with its premium ice-creams which lead to increased demand for more exoticand indulgent flavours of packaged ice cream in 2010Brands such as Amul, Vadilal and Havmor respondedstrongly to this shift
  • Major playersAmul Baskin Robbins Naturals Gelato Mc D
  • Objective Main objectiveUnderstanding market scenario for Organized Ice-cream parlor
  • Sub-ObjectiveTo understand customer consumption pattern based on lifestyle etc.Customer perception about Ice-cream served by organized parlorsDesigning positioning statement for organized ice-cream parlor
  • MethodologyThe methods used for data collection were primary as well assecondary.Primary data collection Quantitative analysis: Stratified Random Sampling from different age groups and different occupation. Secondary data collection: Websites and even articles from newspapers available on the internet.The research design that was followed was of Exploratory andDescriptive Research.
  • LimitationsThe survey done on theconsumers are only fromMumbai, so the report does notshow the preferences of theconsumers all through out India.
  • Analysis
  • ToMA Name ice-cream parlors you can recollect Frequency Percent Valid Percent Baskin & 38 21.11111 21.11111 Valid Robins 64 35.55556 35.55556 Naturals 20 11.11111 11.11111 Gelato 46 25.55556 25.55556 Amul 8 4.444444 4.444444 McDonalds 4 2.222222 2.222222 Other 180 100 100 Total
  • How frequently you go to an Ice-cream parlor? Frequency Percent Valid PercentValid Once in a week 64 35.55556 35.55556 Once in a fortnight 42 23.33333 23.33333 Once in a month 70 38.88889 38.88889 Never 4 2.222222 2.222222 Total 180 100 100
  • Which ice-cream parlor you go very frequently? Valid Frequency Percent Percent Baskin &Valid 40 22.22222 22.22222 Robins Naturals 48 26.66667 26.66667 Gelato 48 26.66667 26.66667 Amul 32 17.77778 17.77778 McDonalds 12 6.666667 6.666667 Total 180 100 100
  • For how long you are visiting this ice-cream parlor? Valid Frequency Percent Percent Less than 3Valid 46 25.55556 25.55556 months 3 months- 1 38 21.11111 21.11111 year 1-3 years 58 32.22222 32.22222 More than 3 38 21.11111 21.11111 years Total 180 100 100 What do you like the most about Ice-cream parlor you visit regularly Frequency Percent Valid Percent The quality is Valid 56 31.11111 31.11111 good Variety Available 70 38.88889 38.88889 to choose from Locational 38 21.11111 21.11111 Convinience Affordability 12 6.666667 6.666667 Offers 4 2.222222 2.222222 Total 180 100 100
  • How much do you spend per person per visit? Frequency Percent Valid PercentValid Rs. 20-30 6 3.333333 3.333333 Rs. 40-70 75 41.66667 41.66667 Rs. 70-100 68 37.77778 37.77778 More than 31 17.22222 17.22222 Rs.100 Total 180 100 100
  • Quality McDonalds Amul Gelato Naturals Baskin & Robins-0.10 -0.05 0.00 0.05 0.10 0.15
  • Affordability McDonalds Amul Gelato Naturals Baskin & Robins-0.50 -0.40 -0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40
  • MMDS Variety Variety McDonalds Amul Gelato Naturals Baskin & Robins-0.20 -0.10 0.00 0.10 0.20 0.30 0.40
  • Ambience McDonalds Amul Gelato Naturals Baskin & Robins-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30
  • MMDS- Offers Offers McDonalds Amul Gelato Naturals Baskin & Robins-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60
  • Low-Fat Products McDonalds Amul Gelato Naturals Baskin & Robins-0.60 -0.40 -0.20 0.00 0.20 0.40
  • Opportunity Importance Satisfaction Parameter I-S score= I S I+(I-S) Quality 3.7444 3.7556 0 3.7444 Variety 3.6889 3.7889 0 3.6889Availability of flavors 3.7667 3.7778 0 3.7667 Offers 3.5444 3.1444 0.4 3.9444 Affordability 3.5667 3.2556 0.3111 3.878 Low-fat products 3.1444 2.9444 0.2 3.3444 Location 3.5222 3.2667 0.2555 3.777 Ambience 3.8667 3.5889 0.2778 4.145
  • KMO and Bartletts TestKaiser-Meyer-Olkin Measure of 0.697 Sampling Adequacy. Bartletts Test of Sphericity Approx. Chi-Square 857.773 df 55 Sig. 0
  • Component 1 Component 2 Component 3 Component 4Is overall a good Offers you a low- Is where one can Is place to go onproduct fat product have ice-cream at special occasions any time of the day like Birthday and festivalsIs a place for me Is very close to my Is where one can Is a place with goodwhere I can place have ice-cream ambiencehangout with my after every mealfamilyIs very good placefor qualityOffers you value formoneyOffers you widevariety of flavors tochoose from
  • Cluster analysisHierarchical mean-• From agglomeration schedule it is observed that there are 2 clusters.K-mean method- Number of Cases in each Cluster Cluster 1 96 2 84 Valid 180 Missing 0
  • Cluster Characteristics • Cluster 1- – Average age 28.60 years – Gender ratio- 1:1 – Average monthly income- Rs. 24,427.08 Occupation Educational Background 2.083314.5833 6.25 29.1666 12.5 33333 3333 Under- 6667 Student 37.5 graduate Service Graduate 50 Housewife Unemployed Post- 47.916 graduate 66667
  • Cluster Characteristics • Cluster 2- – Average age 29.55 years – Gender ratio- 64.3:35.7 – Average monthly income- Rs. 34,821.42 Occupation 33.333 Educational Background 7.14285 33333 7143 16.66614.2857 28.5714 66667 Under- 1429 2857 Student graduate Graduate 50 50 Service Post- graduate
  • Parameters Part utilities RangeSTRAWBERRY -0.592 1.252SITAFAL (CUSTARD APPLE) 0.66SEASONED BROWNIE -0.068Rs.30 -0.98 1.678Rs.60 0.282Rs.90 0.698Single scoop -1.319 2.336Double scoop -0.302Family pack 1.017• Most important parameter- Quantity• Most important combination- Sitafal, Family Pack & Rs.90
  • ToMA v/s Age- ToMA 1 Total Baskin & Naturals Gelato Amul McDonalds Other Robins Less than 15 Count 2.00 4.00 0.00 2.00 2.00 0.00 10.00 years % of Total 1.10% 2.20% 0.00% 1.10% 1.10% 0.00% 5.60%Age 15-30 years Count 32.00 38.00 8.00 24.00 6.00 4.00 112.00 % of Total 17.80% 21.10% 4.40% 13.30% 3.30% 2.20% 62.20% 31-45 years Count 0.00 16.00 10.00 18.00 0.00 0.00 44.00 % of Total 0.00% 8.90% 5.60% 10.00% 0.00% 0.00% 24.40% 46-60 years Count 4.00 6.00 2.00 2.00 0.00 0.00 14.00 % of Total 2.20% 3.30% 1.10% 1.10% 0.00% 0.00% 7.80%Total Count 38.00 64.00 20.00 46.00 8.00 4.00 180.00 % of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%
  • Chi-Square Tests Asymp. Sig. (2- Value df sided) Pearson Chi- Square 37.425a 15 0.001Likelihood Ratio 47.393 15 0Linear-by-Linear Association 0.049 1 0.824N of Valid Cases 180
  • Name ice-cream parlors you can recollect Baskin & Naturals Gelato Amul McDonalds Other Total Robins Less than Count 14 12 8 14 2 2 52 Rs. 25000 % of Total 7.80% 6.70% 4.40% 7.80% 1.10% 1.10% 28.90%Monthly Rs. 25001- Count 10 36 10 8 6 0 70 Family 35000Income % of Total 5.60% 20.00% 5.60% 4.40% 3.30% 0.00% 38.90% Rs. 35001- Count 14 14 2 10 0 0 40 45000 % of Total 7.80% 7.80% 1.10% 5.60% 0.00% 0.00% 22.20% Rs. 45001- Count 0 0 0 14 0 2 16 55000 % of Total 0.00% 0.00% 0.00% 7.80% 0.00% 1.10% 8.90% Rs. 55001- Count 0 2 0 0 0 0 2 65000 % of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10% Total Count 38 64 20 46 8 4 180 % of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%
  • Chi-Square Tests Asymp. Sig. (2- Value df sided) Pearson Chi- Square 75.990a 20 0Likelihood Ratio 79.101 20 0Linear-by-Linear Association 2.607 1 0.106N of Valid Cases 180
  • Name ice-cream parlors you can recollect Baskin & Robins Naturals Gelato Amul McDonalds Other Total Student Count 16 14 2 14 6 0 52 % of Total 8.90% 7.80% 1.10% 7.80% 3.30% 0.00% 28.90% Service Count 14 38 10 26 0 2 90 % of Total 7.80% 21.10% 5.60% 14.40% 0.00% 1.10% 50.00%Occupation Self- employed/ professiona Count 6 6 0 0 0 0 12 l % of Total 3.30% 3.30% 0.00% 0.00% 0.00% 0.00% 6.70% Housewife Count 2 6 4 6 2 0 20 % of Total 1.10% 3.30% 2.20% 3.30% 1.10% 0.00% 11.10% Unemploye Count 0 0 4 0 0 2 6 d % of Total 0.00% 0.00% 2.20% 0.00% 0.00% 1.10% 3.30% Total Count 38 64 20 46 8 4 180 % of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%
  • Chi-Square Tests Asymp. Sig. (2- Value df sided) Pearson Chi- Square 83.173a 20 0Likelihood Ratio 68.264 20 0Linear-by-Linear Association 2.111 1 0.146N of Valid Cases 180
  • Name ice-cream parlors you can recollect Baskin & McDonald Total Naturals Gelato Amul Other Robins s Under- Count 20 24 2 18 0 0 64 graduateEducation % of Total 11.10% 13.30% 1.10% 10.00% 0.00% 0.00% 35.60% al Graduate Count 16 32 12 24 2 2 88Qualificati on % of Total 8.90% 17.80% 6.70% 13.30% 1.10% 1.10% 48.90% Post- Count 2 6 6 4 6 2 26 graduate % of Total 1.10% 3.30% 3.30% 2.20% 3.30% 1.10% 14.40% Professio Count 0 2 0 0 0 0 2 nal % of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10% Total Count 38 64 20 46 8 4 180 % of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%
  • Chi-Square Tests Asymp. Sig. (2- Value df sided) Pearson Chi- Square 48.400a 15 0Likelihood Ratio 43.076 15 0 Linear-by- Linear Association 11.026 1 0.001N of Valid Cases 180
  • How much do you spend per person per visit? More than Rs. 20-30 Rs. 40-70 Rs. 70-100 Rs.100 Total Student Count 6 30 13 3 52 % of Total 3.30% 16.70% 7.20% 1.70% 28.90% Service Count 0 29 41 20 90 % of Total 0.00% 16.10% 22.80% 11.10% 50.00% Self-Occupation employed/ Count 0 6 6 0 12 professional % of Total 0.00% 3.30% 3.30% 0.00% 6.70% Housewife Count 0 10 2 8 20 % of Total 0.00% 5.60% 1.10% 4.40% 11.10% Unemployed Count 0 0 6 0 6 % of Total 0.00% 0.00% 3.30% 0.00% 3.30% Total Count 6 75 68 31 180 % of Total 3.30% 41.70% 37.80% 17.20% 100.00%
  • Chi-Square Tests Asymp. Sig. (2- Value df sided) Pearson Chi- Square 51.723a 12 0 Likelihood Ratio 56.814 12 0 Linear-by- Linear Association 9.702 1 0.002N of Valid Cases 180
  • DiagnosisName of the parlor- SCOOPEDCOMFORT OF HAVING A SCOOP……PROMOTIONAL OFFERS •FOR STUDENTS DURING COLLEGE BREAK HOURS •OFFERS FOR REGULAR CUSTOMERS •B2B OFFERS BY THE WAY OF CORPORATE VOUCHERS