UGC NET Paper 1 Mathematical Reasoning & Aptitude.pdf
Group 3 arp presentation_final_bj_hd
1. 1
Consumer behavior in take-home
premium ice-cream segment
A focus on Ben & Jerry’s and Häagen-Dazs in
Singapore
Group 3:
Aditya Sharma
Robin Agarwal
Prasan Arora
2. 2
Contents
Industry Overview
Research Objective
Key findings from Literature Review
Research Methodology
Data Analysis
Key Findings
Managerial Recommendations
Limitation
Scope
Key Learning
4. 4
Industry Overview
In 2011: ice cream segment grew 4% to reach S$118
million
Take Home segment commands a market share of 86%
(volume sales).
While the CAGR (‘06-’11)for On Site segment was a
mere 0.7%, the CAGR (‘06-’11) for Take Home was 2.3%
Shift in consumer preference to premium segment led to
increase in average unit price of ice cream in 2011.
Therefore, premium brands performed well in
2011.
Source: Euro monitor report – Ice Cream in Singapore – December 2011
5. 5
Industry Overview
YoY growth in the Take YoY growth in the On-Site
Home segment segment
3.50% 3.50%
3.00% 3.00%
2.50% 2.50%
2.00% 2.00%
1.50% 1.50%
1.00% 1.00%
0.50% 0.50%
0.00% 0.00%
2007 2008 2009 2010 2011 2007 2008 2009 2010 2011
Source: Euro monitor report – Ice Cream in Singapore – December 2011
6. 6
Industry Overview
Brand Shares (% retail value rsp)
Brand Company 2007 2008 2009 2010
Unilever Singapore Pte
Wall's 12.8 12.8 13 12.7
Ltd
Magnolia F&N Foods (S) Pte Ltd 13.3 13.3 12.7 12.3
Häagen-Dazs General Mills Asia Pte Ltd 10.1 10.1 10.3 10.5
Unilever Singapore Pte
Ben & Jerry's 5.4 5.4 5.6 5.7
Ltd
Standard brands: Wall’s, Magnolia
Premium brands: Häagen-Dazs & Ben & Jerry’s
Source: Euro monitor report – Ice Cream in Singapore – December 2011
8. 8
Research Objectives
To identify factors that drive the consumption of
premium ice cream brands in Singapore
To rate these factors in order of importance and
effectiveness
To classify and compile the findings with respect to
different segments in the target audience
To identify managerial implications and to make
recommendations which may grow business for a
premium ice cream brand
12. Research Methodology
12
Research
Methodology
Secondary Primary
Research Research
Analysis of - Qualitative Quantitative
Literature Market
Review share, growth
rates, categorie Industry Survey Statistical
s in the industry Experts questionnaire Analysis
Open Ended
interviews
with
customers
13. Secondary Research
13
Research Reports
EBSCO host
Euro Monitor, Data Monitor
National Library of
Singapore
Google Scholar
16. Sample Demographics
16
Occupation
Gender Monthly Household Income
Age (in years)
0%
5% Below S$2500
7% 6% 8%
9%
15% below 18
S$2500 -
26% Student 16%
21% S$5000
18-25
49%
Employed
Male 20% S$5000 -
26-35
51% Self-employed
Female S$10000
Home maker 36-45
Above S$10000
28% Above 45
Other
62% 49%
16% I don't want to
disclose
Citizenship Residence Type 12%
Not Applicable
2% Residence Type
10%
2%
23% Expat 10%
HDB HDB
48% Singaporean Condominium
Citizen Condominium
32% Bunglow
Singaporean 56% 32% 56% Bunglow
29% PR Other Other
17. Factor Analysis
17
Rotated Component Matrix(a)
Component
Sensory Health
Brand 1
Loyalty Perception
2 3
consciousness Value for Money
4
Brand 0.728
Willingness to pay 0.712
Price -0.604
Taste 0.837
Quality 0.776
Substitutes 0.716
Low calorie 0.676
Special occasions 0.638
Sales promotion 0.746
Packaging 0.723
18. Factor Analysis
18
• Buy same brand of ice cream
• Don’t mind spending more for preferred
brand Brand Loyalty
• Price is important
• Taste is important Sensory
• Quality is important
Perception
• Buy substitutes
• Consciously look for low-calorie ice cream Health
• Buy premium ice cream for special Consciousness
occasion
• Buy more ice cream on promotions
• Prefer to buy multipack over single pack Value for me
20. Generated Clusters
20
K-means clustering used
A total of 3 clusters generated on the basis of
the following factors:
Brand Loyalty
Sensory Perception
Health – Consciousness
Value for Money
21. Cluster 1
21
Brand Final Cluster Center
Loyalty
Brand Loyalty 0.30
Value for Sensory Sensory Perception -1.29
Money Perception
Health
0.12
Consciousness
Health
Consciousn Value for Money 0.11
ess
22. Important characteristics
22
Medium Brand loyalty score relative to others
Least on Quality & Taste compared to other
clusters
Open to substitutes like yoghurts and low-calorie
ice creams
Average attraction to Promotions and packaging
relative to others
56% of the respondents in this market are
females
Majority (67%) of the respondents are employed
Most of the respondents (27%) fall into the low
monthly income group of S$2500- S$5000
23. Cluster 2
23
Brand Final Cluster Center
Loyalty
Brand Loyalty 0.76
Value for Sensory Sensory Perception 0.53
Money Perception
Health
-0.15
Consciousness
Health
Consciousne
ss
Value for Money -0.32
24. Important characteristics
24
Extremely brand loyal
High Willingness to buy
Price not an important factor while buying
High quality and taste demanded
Don’t look for substitutes and are not health conscious
Unaffected by promotion sales and offers
Packaging is also not an important criteria
Male dominated segment (54%)
Consist of 66% employed whole mainly live in HDB
(57%)
25. Cluster 3
25
Brand
Loyalty Final Cluster Center
Brand Loyalty -0.89
Value for Sensory
Money Perception Sensory Perception 0.28
Health
0.06
Consciousness
Health
Consciousn
ess Value for Money 0.23
26. Important characteristics
26
Not at all brand conscious
Not willing to buy if expensive
Taste and quality are a mild purchase drivers
Less influenced by the presence of substitutes
and low calorie products in the market
Highly influenced by the promotional offers and
deals on ice cream products
Consider convenient packaging an important
criteria
Female dominated (36%)
47% are expats and 57% live in HDB
27. Identified Segments
27
Balanced Superior Economical
Cluster 1 Cluster 2 Cluster 3
Segment Segment Segment
Brand
Medium
0.30 High
0.76 -0.89
Low
Loyalty
Sensory
-1.29
Low High
0.53 Medium
0.28
Perception
Health
High
0.12 -0.15
Low Medium
0.06
Consciousness
Value
for Medium
0.11 -0.32
Low High
0.23
Money
33. Balanced Segment
33
Ben & Jerry’s is Diversify to health
lagging behind in related products –
C1 segment low calories and low
Quality and taste is fat
not so important Introduce Greek
factor Frozen yogurt in
56% females Singapore
Maximum no. if Long term - as a
homemakers family pack
50% are married
52% - influence for
family
61% - buy for family
34. Superior Segment
34
Taste & quality of Free sampling of
prime importance existing flavors in
Price is not supermarkets
important Value proposition -
High-earning launching a super
group (21% premium product
highest in all 3 Set at high price
segments)
Willingness to pay for preferred brand Price sensitivity rating
Balanced 3.79 3.11
Superior 4.29 2.77
Economy 3.36 4.17
35. Economy Segment
35
37% students Bundling of plain
33% Singaporean flavors to promote
citizens multipack
Maximum social Cross promotion
media users with supermarkets
during festivals
Max traditional
and promotions
media audience
Occasional Purchase Buy more on Promotion
Balanced 3.27 3.27
Superior 3.43 3.43
Economy 3.62 3.75
37. Limitations
37
Sample data may not be representative of ice cream
consumer population of Singapore in terms of ethnicity,
residence status, geographies and other demographic
parameters
The research does not focus on the strategic influence
on the take home consumers by the onsite consumption
Although majority of the take home segment comprises
of supermarkets , the research did not give much
weightage to other retail avenues in the take home
segment
The research did not include in-house brands of major
retailers such as Fair Price and Carrefour
39. Future Scope
39
This research can be used as a reference for
emerging brands in the premium ice cream
segment
Insights from this research can help formulate
the market entry strategy for a new player in
the premium segment
More extensive data collection can improve
the quality of the present study
In light of the slow growth rate forecast for the
segment , this research can be used as a
starting point to forecast future trends
41. Key Learnings
41
Survey questionnaire should be well structured
Wide range of demographics of respondents
must be ensured
Research objectives, framework and
methodology should be in sync
A good literature review forms the basis of a
good research
At every stage of gathering primary data, the
consistency and the acceptability of the data
must be checked
43. 43
Qualitative Research
Most preferred brands – Häagen-Dazs &
Ben & Jerry’s 19%
Haagen Dazs
31%
Ben & Jerry's
Buying frequency – once a month 12%
Magnolia
Dreyers
Others
Most bought quantity – 473 ml 11%
27%
No specific occasional purchase Division based on preference
Most preferred flavors – Chocolate and
Vanilla
Factors considered while buying – Brand,
Taste, Quality and Price
44. 44
Qualitative Research
Most popular brands – Häagen-Dazs & Ben 7%
14%
& Jerry’s 7%
Magnolia
Haagen Dazs
17% Ben & Jerry's
80% of consumers buy single pack Walls
29%
Nestle
Others
Most convenient place to buy – 26%
Supermarkets
Division based on popularity
Low-fat ice cream not popular
Favorite substitute (35%) – Yoghurts
Reason for buying ice cream – love for
it, weather conditions, taste
45. Demographics
45
Occupation Monthly Household Income
0%
5% Below S$2500
7%
9%
15% S$2500 -
26% Student
S$5000
Employed
20% S$5000 -
Self-employed S$10000
Home maker Above S$10000
28%
Other
62%
16% I don't want to
disclose
Residence Type 12%
Not Applicable
2%
10%
HDB
Condominium
32% Bunglow
56%
Other
Editor's Notes
Premium products on the line Haagen Dazs’ s – secret sensation
37 % students - highest among all segments33% Singaporean citizens – highest among all segmentsFacebook/twitter – max users of social media in this segmentMax traditional media audience (TV/Radio)
