Research for purchase factors of Ice-Creams in India<br />- FMG-VIII ’A’  [ Group V ] –<br />Market potential and Competit...
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Synopsis Ice Cream Purchase Factor Study

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Synopsis Ice Cream Purchase Factor Study

  1. 1. Research for purchase factors of Ice-Creams in India<br />- FMG-VIII ’A’ [ Group V ] –<br />Market potential and Competitive edge: The Indian ice cream industry is currently estimated to be worth Rs. 2,000 crores, growing at a rate of approximately 12% per annum. The ice cream market growth picked up after de-reservation of the sector in 1997. The per capita consumption of ice cream in India is approximately 300 ml, as against the world average of 2.3 litres per annum . India is an untapped market for ice-creams.<br />Details: The ice cream market in India can be divided into: the branded market and the grey market. The branded market at present is 100 million litres per annum valued at Rs. 800 crores. The grey market consists of small local players and cottage industry players. In 2008-09, in the branded ice cream market, Amul held the number one spot, with a market share or 38%, followed by Kwality Walls at 14%, Vadilal at 12% and Mother Diary at 8%. The market for organized sector is restricted to cities but is fast expanding. <br />Aim: What factors drive the consumer’s purchase of an ice-cream. <br />Research Methodology: We want to conduct an exploratory research to find the factors that are purchase determinants for ice-creams in India. This would be followed by a confirmatory research. Survey with respondents categorized as: Less than 15yrs age group and above 15yrs age group divided in male and female category would be administered a questionnaire with open ended questions. Data would be from both Primary and Secondary sources. <br />

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