Comparison between Amul and Mother Dairy ice cream based on consumers perception in Barasat and Barrackpore which located in 24 Pargana (N) in West Bengal.

1. A COMPARATIVE STUDY ON CONSUMER
PERCEPTION TOWARDS MOTHER DAIRY AND
AMUL ICE CREAMS
Tanmoy Guha, MBA 1st Year
Hemon Dey, MBA 1st Year
Aparajita Biswas, MBA 1st Year
Bikash Biswas, MBA 1st Year
Dr. Nilanjan Ray, Assistant Professor
Adamas University

2. • What is ice cream?
• History of ice cream
• Ice cream in India
Introduction

3. About Mother Dairy ice cream
• Mother Dairy was commissioned in 1974 as a wholly owned
subsidiary of the National Dairy Development Board (NDDB).
• Mother Dairy is an ISO certified organization. Quality of
milk is important for the so they install hi tech automated
machines to ensure high product quality/reliability and safety.
• Mother Dairy sells milk and milk products at national level
through its sales and distribution networks. It produces
different categories of ice cream i.e. cup, stick, cone and bar in
different flavours and different sizes.

4. About Amul ice cream
• Amul is an Indian dairy cooperative, based at Anand in the state
of Gujarat, managed by a cooperative body, the Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF).
• Amul is an ISO certified organization. Quality of milk is important
for the so they install hi tech automated machines to ensure high
product quality/reliability and safety.
• Amul produces milk and milk products and sells and distribute its
products at the national level in whole India across more than 800
cities in India. It produces different categories of ice cream i.e. cup,
stick, cone and bar in different flavours and different sizes.

5. Objective of the study
• To identify the product awareness of Amul ice creams and Mother Dairy ice creams at in
Barasat and Barrackpore with respect to availability, acceptability and affordability as
well as to understand the factors influencing the satisfaction of consumer towards ice
cream
• To identify consumer perception of both brands’ ice cream based on demographic profile
• To analyse consumer behaviour pattern of both ice cream.

6. Methodology of the study
Study
area
Data sourceSample size
Analytical
tools
Barasat Barrackpore
100 from
Barasat
100 from
Barrackpore
Primary Secondary Tabulation Graphical
Questionnaire Magazine
Company
database
WebsiteSurvey JournalInterview Observation

7. Gender based consumption
Barasat Barrackpore
Male 36 35
Female 64 65
36 35
64 65
0
10
20
30
40
50
60
70
Respondants
GENDER BASED CONSUMPTIONS
Male
Female
Analysis Part

8. Age of respondents
Barasat Barrackpore
Above 18 – 25 63 62
26 – 35 21 19
36 – 56 10 12
Above 56 6 7
63 62
21
19
10
12
6 7
0
10
20
30
40
50
60
70
RESPONDENTS
AGE OF RESPONDENTS
Above 18 – 25
26 – 35
36 – 56
Above 56

9. Frequency of consumption
Barasat (Amul + Mother Dairy) Barrakpore (Amul + Mother Dairy)
Daily 27 6
Alternate Daily 40 48
Occassionally 33 46
27
6
40
48
33
46
0
10
20
30
40
50
60
RESPONDENTS
FREQUENCY OF CONSUMPTION
Daily
Alternate Daily
Occassionally

10. Factors favouring consumption
BARASAT (AMUL + MOTHER DAIRY) BARRACKPORE (AMUL + MOTHER DAIRY)
TASTE 40 25
FRESHNESS 22 20
FLAVOURS 15 14
PRICE 10 15
AVAILABILITY 5 14
VARIETY 8 12
40
25
22
20
15
14
10
15
5
14
8
12
0
5
10
15
20
25
30
35
40
45
RESPONDENTS
FACTORS FAVOURING CONSUMPTION
TASTE
FRESHNESS
FLAVOURS
PRICE
AVAILABILITY
VARIETY

11. Consumers preferring different flavours
Amul Mother Dairy
Vanilla 19 25
Chocolate 43 30
Strawberry 12 30
Butterscotch 18 15
Others 8 0
19
25
43
30
12
30
18
15
8
0
0
5
10
15
20
25
30
35
40
45
50
RESPONDENTS
CONSUMERS PREFERING DIFFERENT FLAVOURS
Vanilla
Chocolate
Strawberry
Butterscotch
Others

12. Price ranges preferred by the consumers
Amul Mother Dairy
< Rs. 15 10 10
Rs. 16 – Rs. 25 15 10
Rs. 26 – Rs. 45 50 45
Rs. 46 – Rs. 55 20 25
> Rs. 60 5 10
10 10
15
10
50
45
20
25
5
10
0
10
20
30
40
50
60
RESPONDENTS
PRICE RANGES PREFERRED BY THE CONSUMERS
< Rs. 15
Rs. 16 – Rs. 25
Rs. 26 – Rs. 45
Rs. 46 – Rs. 55
> Rs. 60

13. Satisfaction level of respondents
Amul Mother Dairy
Highly satisfied 43 25
Satisfied 35 48
Neutral 20 25
Dissatisfied 2 2
Highly dissatisfied 0 0
43
25
35
48
20
25
2 2
0 0
0
10
20
30
40
50
60
RESPONDENTS
SATISFACTION LEVEL OF RESPONDENTS
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

14. Source of advertisement
Barasat Barrackpore
Television 48 40
Radio 3 10
Newspapers 25 30
Posters in restaurants 15 17
Ice cream parlours 5 3
48
40
3
10
25
30
15
17
5
3
0
10
20
30
40
50
60
RESPONDENTS
SOURCE OF ADVERTISEMENT
Television
Radio
Newspapers
Posters in restaurants
Ice cream parlours

15. Conclusion
Product awareness of Amul and Mother Dairy ice cream at in around Kolkata region with respect to
availability, affordability and acceptability to the consumers. On basis of collection and analyzing the data,
the consumers are very sensitive to choose their favourite brand of ice cream. As per data, we conclude that
the both brand of ice cream i.e. Amul and Mother Dairy are closly popular to the consumer in Barasat and
Barrackpore.