The following presentation is on a dipstick qualitative research done for Low Fat Ice Cream too assess the attitude of the consumers toward it by students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi

1. Qualitative Research
Attitude Toward
Low Fat Ice Cream
By Group 1

2. Overview
• Research Objectives
• Summary and Conclusions
• Research Findings
• Research Methodology

3. Research Objectives (1)
• Decipher the consumer’s understanding of ‘low fat ice cream’
• To analyze consumers’ reasons for beginning usage of low fat ice
cream
• To understand the reasons for preference of low fat ice cream over
regular ice cream, if any
• Map out the consumers’ relationship with low fat ice cream

4. Contd.(2)
• To find the factors affecting purchase of low fat ice cream
• To elaborate the benefits consumers look for in low fat ice cream
• Whether there’s low fat ice cream usage within the family and if it is
influenced
• Whether recommendation of low fat ice cream is made to friends
and if so, for what reasons

5. Contd. (3)
• Is low fat ice cream considered ‘value for money’
• Understanding the consumer experience with low fat ice cream
• What the consumer need gap from the product category is, if any

6. Summary and Conclusions (1)
• Even though most consumers don’t have the exact understanding
of a low fat ice cream, the primary reason for consumption of low
fat ice cream is because of health and fitness.
• Regular consumers have had a forced shift toward low fat ice cream
from regular ice cream due to health reasons.

7. Contd. (2)
• Consumers of low fat ice cream have it to satisfy their sweet tooth
without feeling the guilt of gaining weight.
• Consumers view low fat ice cream as an expensive but healthier
alternative to regular ice cream, although there is a demand for
more variety in flavors.

9. Low Fat Ice Cream: Consumer Understanding
• There seems to exists a confusion among the consumers between
‘low fat’ and ‘sugar free’ ice creams.
• Consumers think low fat ice cream have low calorie count, low
amount of added sugar and a low fat content.
• In the words of the consumer:

10. Low fat ice cream to me means a
ice cream having a lower fat count.
By definition, low fat ice cream is
one containing a maximum of 3
grams of total fat per serving and
minimal added sugar.
WP(C), F, 25-30 yrs.
I think the name has it. It’s ice cream
with low fat. It’s specially meant for
people who want to stay fit and also
don’t want to give up on eating ice
cream and sweets.
H, 31-35 yrs.
It is ice cream that’s
low on milk fat.
WP(C), M, 25-30 yrs.
It is anything with
less sugar and thus
less calories.
S(G), M, 46-50 yrs.
Ice creams that have
relatively low fat and sugar
content. It is recommended
to deal with sugar cravings.
WP, F, 46-50 yrs.

11. Low Fat Ice Cream: Consumer’s Introduction To Category
• Most consumers were introduced to low fat ice creams by their
doctor/dietician.
• The consumption of low fat cream is primarily to keep the weight
in check, to stay healthy and fit.
• A lot of diabetic patients are consumers of low fat ice cream.
• In the consumers’ words

12. I was recommended to have
low fat ice cream around 2010
since I’m diabetic and not
allowed to consume regular ice
cream. It was a substitute for
me to deal with my sugar
cravings.
WP, F, 46-50 yrs.
Knowing the day to day nature of our
corporate lives, where we don’t
regularly take out time to exercise and
stay in shape, I think low fat ice cream
really comes in handy for a healthy
living.
WP(C), F, 25-30 yrs.
I love ice creams but also
wanted to cut down on
my fat intake.
WP(C), F, 25-30 yrs.
I recently started eating more
ice cream. It was one of those
pregnancy cravings that I used
to have. After some point since
I was getting heavier, I got more
concerned, went ahead and
changed my diet. Low fat ice
cream was one of those
changes.
H, F, 31-35 yrs.
I started eating it when I started
a following a proper diet given by
my dietician.
WP(C), M, 46-50 yrs.

13. Preference: Low Fat v/s Regular Ice Cream
• There are mixed responses from the consumer on preference for
regular or low fat ice creams.
• Consumers prefer low fat ice creams as either they do not have an
option due to their health reasons or are voluntarily opting for it.
• Consumers prefer regular ice creams for the variety of flavors, the
taste, price and creamy nature.
• In consumers’ words:

14. I do not prefer low fat over
regular ice cream. I would
much rather eat lesser amount
of regular ice cream.
SEP, F, 25-30 yrs.
Yes, low fat ice cream is
preferable. This is because
they’re guilt free and delicious
too. They satisfy the craving
without showing on the
waistline.
S(C), F, 25-30 yrs.
Any day! I think low fat
ice creams taste as
good as any regular ice
cream.
H, 31-35 yrs.
No. Low fat ice cream is
good when one is
monitoring their health
but it never satisfies my
taste.
S(G), M, 25-30 yrs.
I prefer regular ice cream due
to the variety of flavors and it
is more economical.
S, F, 46-50 yrs.

15. Low Fat Ice Cream and Consumer Relationship
• For the consumer, low fat ice creams act as a substitute for regular
ice creams.
• Seen as a psychological guilt free consumption of regular ice cream
• Low fat ice cream is the ‘cheating mechanism’, the ‘health kit’ for
the consumer.
• In the consumers’ words:

16. I wouldn’t define it as a
very important role but
something that makes
my life easy.
WP(C), F, 25-30 yrs.
I love low fat ice cream
majorly because I can eat my
happy fill and not have to go
to the gym to sweat it off.
WP(C), F, 25-30 yrs.
It’s a cheating
mechanism for me.
Though I’m having
what I love, it is not
harming me.
S(G), M, 46-50 yrs.
I have a sweet tooth
because of which I eat
ice creams almost twice
a day! It’s one of those
small happiness you get
from each bite.
B, M, 25-30 yrs.
It is my sweet partner.
I love ice creams! Low
fat ice creams acts as
a substitute and
doesn’t let me gain
weight.
S(C), M, 46-50 yrs.
I consume low fat ice cream as I
cannot live without ice cream. Being
low fat, it feels psychologically good.
B, M, 25-30 yrs.

17. Low Fat Ice Cream: Purchasing Factors
• Consumers named price, availability, variety of flavors, the
ingredients and the calorie count as the factors looked at while
purchasing low fat ice creams
• In the words of the consumer:

18. Price – It is relatively
expensive compared
to regular ice cream.
S, F, 46-50 yrs.
Ingredients – What is in it as
I’m health conscious and
particular about it
Flavors – Want to try
something new otherwise
gets boring
S(G), M, 46-50 yrs.
Appearance – Creamier it looks, more appealing it
is
Smell – Should have strong aroma of the flavor
Taste – Subtle creamy and not overtly sweet.
Should be palatable.
Texture – Good, solid and yet fluffy
S(C), F, 25-30 yrs.
First is cost. It also should be from a
trustworthy brand name. I don’t
trust Mother Dairy or many Indian
brands that sell low fat ice cream.
S(G), M, 25-30 yrs.
Flavors and brand. I have very
particular and specific brands
and flavors that I always buy.
S(G), M, 46-50 yrs.

19. Low Fat Ice Cream: Consumer Benefits
• The major benefits consumers look at from low fat ice cream is to
avoid gaining weight, keep their diabetes in-check and maintain
their fitness levels while continuing to consume ‘ice cream’ on a
regular basis
• In the words of the consumer:

20. It fulfills my sweet tooth
desire and keeps me healthy
at the same time. Being
fitness conscious, I get to stay
in shape as well.
B, M, 25-30 yrs.
To enjoy the same flavors as the
regular ice cream with lesser
calories.
SEP, F, 25-30 yrs.
Considering it has lesser fat than
regular ice cream, I can consume it
more often without worrying about
putting on extra kilos at weird
places.
B, M, 25-30 yrs.
It helps quench my greed for
ice creams without going on a
guilt trip.
H, F, 41-45 yrs.

21. Low Fat Ice Cream: Influenced Family
• It was found that in majority of the cases, the respondent’s family
members (all or some) were also consuming low fat ice cream.
• However, the respondent may or may not have influenced family
members.
• In the words of the consumer:

22. I’m the sole
consumer. Though I
would like my
daughter to have it.
S(G), M, 46-50 yrs.
Just me.
Never tried to influence them
S, F, 46-50 yrs.
My parents. I made them try it
and they liked it. They consume
it once in a while.
S(C), M, 25-30 yrs.
Almost all of my family. It
was me who got
influenced!
B, M, 25-30 yrs.
Except me, my wife also
does. My children don’t.
S(G), M, 25-30 yrs.
Me alone. Though I did
try to influence them.
SEP, F, 41-45 yrs.
My husband started having
it. It was obviously because
of me.
H, 31-35 yrs.

23. Low Fat Ice Cream: Consumer Referral
• Almost all the consumers would recommend low fat ice cream to
their friends as it is a healthier option.
• In the consumers’ words:

24. Yes, I would. It is much
healthier. It solves the purpose
of an ice cream and does not
make you gain calories.
S(C), M, 25-30 yrs.
I wouldn’t recommend it as I
don’t quite see the benefits as
apparent as it is claimed to be.
SEP, F, 25-30 yrs.
Yes, for people who
follow a strict diet. It’s a
good way to deal with
sugar cravings.
S, F, 46-50 yrs.
Yes, I will because it is
good for the health and
equally tasty.
S(C), M, 25-30 yrs.
It’s my personal choice and I
don’t want to influence
anyone. I’m sure everyone
knows what’s best for them.
B, M, 25-30 yrs.
Not really. I have shared it
with them on many
occasions. I leave it to them
to choose.
S(C), F, 25-30 yrs.

25. Low Fat Ice Cream: Value For Money
• Most consumers consider low fat ice cream as value for money as
it provides health benefits.
• Although low fat ice cream is not seen as value for money in
comparison to regular ice cream.
• In the words of the consumer:

26. Since I consume it sometimes, I
don’t mind spending Rs. 150 on
a London Dairy ice cream.
SEP, M, 46-50 yrs.
No. It is expensive
compared to regular ice
cream
S, F, 46-50 yrs.
No, as they are a little
expensive.
S(C), M, 46-50 yrs.
Yes as health is wealth and
nothing is more important
than that.
B, M, 25-30 yrs.
Yes, I do. It is decently priced
and tastes great and has
health benefits. So value for
money indeed.
B, M, 25-30 yrs.
Yes, low fat ice cream is
value for money. Since it
reduces calorie in-take and
increases your pleasure
tone at the same time.
S(C), F, 25-30 yrs.

27. Low Fat Ice Cream: Consumer Experience
• The experience with low fat ice cream has been delightful for the
consumers.
• It has enabled those suffering from diabetes and the health and
fitness conscious to continue eating ice creams. It has been a
‘savior’ for them.
• In the words of the consumer:

28. It’s heavenly. Being an ice
cream lover and need for
having it daily, low fat ice
cream helps me attain that
feeling.
B, M, 25-30 yrs.
The experience with low fat
ice cream has been good so
far, more than satisfactory.
S(C), F, 25-30 yrs.
It has been a nice
joyride so far since on a
psychological level I can
escape the guilt trips.
S(C), F, 25-30 yrs.
It was either shifting to
low fat ice cream or stop
eating ice creams. It has
been my savior.
S(C), M, 46-50 yrs.
This one time when I was
feeling blue, I guess because
of work and the weather, low
fat ice cream really helped
me to distract my mind.
S(C), M, 25-30 yrs.

29. Low Fat Ice Creams: Consumer Demands
• A need gap was seen for the lack of variety of flavors
• Also, most consumers felt more brands should start selling low fat
ice cream and advertising about it.
• A demand for reducing the price and ease of availability was also
seen.
• In consumers’ words:

30. May be a drop in price
S(C), F, 25-30 yrs.
More real flavors with
actual fruit bites
B, M, 25-30 yrs.
More flavors and
more brands should
start selling it
S(C), M, 46-50 yrs.
Would want them to
be more easily
available
H, 31-35 yrs.
More Indian flavors.
Availability is also an issue.
They need to advertise more
since people don’t know
much about it.
SEP, M, 46-50 yrs.
Every brand should
introduce this so that
even the middle class can
have it
S(C), M, 25-30 yrs.
Promotion should be
high to make it more
competitive.
S(G), M, 25-30 yrs.

31. Research Methodology
• Study is purely qualitative in nature
• In all 20 consumers were contacted and interviewed
– Consumers should be having ice cream at least thrice in a month
– Out of the three, at least once should be low fat ice cream
• The respondents were contacted on the basis of pre-given sample
– 10 men aged between 25-50 years and should be working
– 10 women aged between 25-50 years
– Among the 10 women, 3 should be housewives

32. Contd.
• Study carried out with the help of a questionnaire
• Fieldwork conducted between December 4th-5th 2014
• Post fieldwork, report compiled on basis of content analysis and
backed by select verbatim quotes