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Baskin & robbins consumer study
The document provides consumer analysis data from surveys conducted at various Baskin Robbins ice cream shop locations. It finds that the main customer base consists of younger generations aged 10-25 and families with children aged 25-40. Most customers visit dessert outlets occasionally with friends or family. Students and those working in private organizations are frequent visitors. The majority of respondents think Baskin Robbins is a good brand offering high quality ice cream at a reasonable price.
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Baskin & robbins consumer study
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- 2. Baskin Robbins isthe world’s largest chain of Ice Cream shops with more than 7,000 locations in nearly 50 countries. Baskin Robbins was named in the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’ s 31st annual Franchise 500 ranking. Baskin Robbins creates and markets, innovation, premium ice cream, specially frozen desserts and beverages, providing quality and value to customers at nearly 7,000 retail shops in nearly 50 countries. Baskin Robbins is a part of the Dunkin’s Brands Group, Inc. MISSION Baskin Robbins’s mainly focuses on the quality, and community to last and desire to share it with others. They believed that people should have choices, so they offered 31 flavors, one for everyday of the month.
- 3. STAND ALONE STORE @HSR LAYOUT, 27TH MAIN. Gender 29% AGE MALE FEMALE 71% 0% 0% 5-10 YEARS 33% 10-25 YEARS 25-40 YEARS 67% MARITAL STATUS 40-60 YEARS 60+ 33% SINGLE 67% MARRIED
- 4. 20% OCCUPATION 0% ALONE STUDENT FRIENDS ENTREPENUER FAMILY PRIVATE OTHERS GOING OUT GOVERNMENT 80% 0 2 BASKIN ANDROBBINS BASKIN AND ROBBINS 6, 6 0 1 2 3 4 5 6 7 4 6 8
- 5. EVERYDAY 4 ALTERNATE 3 2 1 0 VISIT HOW OFTEN DOYOU VISIT DESSERT OUTLETS? EVERY WEEKEND ONCE IN A MONTH ONCE IN 3 MONTHS WHICH ICE CREAM OUTLET DO YOU VISIT ? 4 3.5 3 2.5 2 1.5 1 0.5 0 SWENSENS BnR SWIRL OTHERS
- 6. AGE BASKIN ROBBINS OUTLET @GARUDA MALL 5-10years 11%0% GENDER 10-25 yrs 10% 25-40 yrs 40-60 yrs 37% 60+ Male Female 79% 63% Government MARITAL STATUS Private org Single OCCUPATION Enterpreneur Student 0 5 10 Married
- 7. RESIDENCE IN BANGALORE MahatmaGandhi road Trinity Circle Wilson Garden Victoria Layout Indira Nagar Basweshwar nagar Kormangala BTM, HSR
- 8. WHO DO YOU USUALYGO WITH DO YOU LIKE EATING OUT 28% 5% 5% Alone Friends 16% Yes Family 62% No Others 84% HOW OFTEN DO YOU VISIT 9 2 1 WHICH OUTLET DO YOU VISIT 2 Others 6 1 Dairy Queen Swirl 0 3 8 Baskin Robbins Swensens 6
- 9. WHAT DO YOULIKE TO DO IN YOUR FREE TIME? WHAT DO YOU THINK ABOUT BASKIN AND ROBBINS 0% 21% Excellent Very good 47% Good Bad 32% Poor
- 10. BASKIN ROBBINS OUTLET GENDER @CENTRAL MALL AGE 5-10years 10-25 yrs Male Female 25-40 yrs 40-60 yrs 60+ Government MARITAL STATUS Private org OCCUPATION Enterpreneur Single Married Student 0 5 10
- 11. WHAT DO YOULIKE TO DO IN YOUR FREE TIME?
- 12. Every three… Everyday Alternate… Every… Once ina… 6 4 2 0 HOW OFTEN DO YOU VISIT DO YOU LIKE EATING OUT? Yes No
- 13. WHAT DO YOUTHINK ABOUT BASKIN AND ROBBINS Excellent Very good Good Bad Poor
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- 15. Male 29% GENDER Female 71% Main Customer Baseconsists of two demographics: 1. Younger generations in the 10-25 year old range (particularly college and school going children). 2. Families with childrenin the 25-40 yr bracket (Attracted to traditional shops like Baskin-Robbins). AGE MARITAL STATUS Single 5-10 years Married 10-25 yrs 25-40 yrs 40-60 yrs 60+
- 16. OCCUPATION How often doyou visit desert outlets?? Ice cream shop customers mainly consist of impulse purchasers who may or may not be regular users. Among respondents who have gotten ice cream, 81% made the decision to do so within an hour of purchase. Because of this, ice cream shops particularly try to focus on ways to drive customers to become planned purchasers, in order to add to their already existing customer base of impulse purchasers. 6% 56% Enterpreneur Private org Student Government 29% 20 15 10 5 0 9% HOW OFTEN DO YOU VISIT Most of the people who visit desert outlets are students, who come with their friends. The next group who frequents desert outlets are people who work in private organisation.
- 17. DO YOU LIKEEATING OUT BaskinRobbins seems to especially target families and children, perhaps because they are viewed as a traditional ice cream shop, as opposed to being a more upscale super-premium shop. Yes WHO DO YOU USUALY GO WITH No Which outlet do you visit the most? Alone Friends Swensens Family Others Baskin n Robbins Swirl Others
- 18. WHAT DO YOUTHINK ABOUT BASKIN AND ROBBINS Excellent Very good Good Majority of the people thought that Baskin Robbins is a “GOOD” brand, with peole voting for it to be excellent and very good also. Bad Poor High quality- High price High quality- Low price How do you perceive Baskin robbins in terms of quality and price?? People rank Baskin Robbins to be a brand which has “High Quality” and a “Reasonable” price. Low quality- High price Low quality- Low price
- 20. GO! GRAB ASCOOP!! NOW!!! CONDITIONS APPLY – YOU HAVE TO LEAVE THE CLASS