This document is a management thesis analyzing factors that influence consumers' purchase of Kwality Walls ice cream over Dinshaw's ice cream in Rourkela, irrespective of demographic profiles. It includes an introduction on the history of ice cream and the two companies. The objectives are to understand consumer behavior and preferences between the brands. The methodology includes primary interviews and observations. Key findings are that Dinshaw's offers higher trade margins but longer credit periods, while consumers slightly prefer Kwality Walls despite higher complaints about delivery times. Strawberry is the top-selling flavor for both brands.

1. MANAGEMENT THESIS
ON
“FACTORS INFLUENCING TO PURCHASE
KWALITY WALLS ICE CREAM OVER
DINSHAW`S IRRESPECTIVE OF
DEMOGRAPHIC PROFILE IN THE
ROURKELA”
By
(PRANAB MISHRA)
E-No.0801215708
(INC Rourkela)

2. TABLE OF CONTENTS
1. Acknowledgements.
2. Introduction
a. Objectives.
b. Limitations.
3. Research Methodology.
4. Findings.
5. Conclusions.
6. Appendices.
7. References.

3. ACKNOWLEDGEMENTS
Any accomplishment requires the effort of many people and this work is not different. I am
thankful to my faculty Supervisor Mr. C. P. Giri for supporting me and guiding me throughout
the project. This report would not have been possible without her help.
I am equally thankful to the Principal, INC Rourkela, Mr. D. P. Das for encouraging me and
inspiring me to do my project with full dedication.
PRANAB MISHRA

4. INTRODUCTION
HISTORY OF ICE CREAM
Ice Cream is the most famous delicacy all over the world. People of all ages love ice cream and
frequently enjoy it.
Here are some amazing facts about ice cream:
• Nero (37-68 A.D.), The Roman Emperor, is said to have eaten a sort of water-ice.
• The Chinese claim that they have been making and consuming Ice Cream since ages.
• Supposedly, Marco Polo (1254 – 1324) carried the Chinese Ice Cream recipes back with
him to Venice.
• These were then introduced to the French by Italian chefs retinue of Catherine de¢
Medici when she married Henri II of France.
• Royal Ice Cellars were built in Mesopotamia in around 2000 B.C.
• These were used to cool wines and foods
• During the late 1600s, The French King Louis XIV was known to have feasts with
colored water-ice and liqueurs.
• Nicholas Lemery’s Recueil de curiositéz rares et nouvelles de plus admirables effets de
la nature, published in 1674, contained the first recipe for flavored ices.
• The Quaker colonists who brought their ice cream recipes with them introduced ice
cream to the United States.
• It is said that Ice Cream was regularly consumed by Ben Franklin, George Washington,
and Thomas Jefferson.
• During the eighteenth century, the spread of ice pails and cookery books with ice recipes,
almost everywhere around the globe, resulted in the delicacy becoming more common.
• Robert Green, in 1874, is supposed to have invented the Ice Cream Soda, which took ice
cream consumption in America and other parts of the world to great heights.
• The twentieth century saw an explosion of sorts in the popularity of ice cream owing to
availability of cheap refrigeration.
• Italian confectioners made Gelato, their own form of Ice Cream, which became
immensely famous due its texture and lightness.
• During the St. Louis World’s Fair in 1904, cones were used for the first time to serve Ice
Cream.
• A chemical research team in Britain came up with the soft ice cream, which had more air
in it. It became immensely popular because of its creamy yet light texture. Today, it is
popularly known as the ‘Softy’ ice cream.

5. • In the 1980s, the older, thicker ice creams made a comeback and were referred to as
‘Premium’ Ice Creams.
Basically the ice-cream business comes under FMCG sector. In India, the condition of FMCG
sector is very well and challenging. India is an important market for FMCG players. The Indian
FMCG sector is the fourth largest sector in the economy with a total market size of around US$
18.1 bn.
Ice-Cream segment of FMCG:-
Ice-cream is one of the most important part of FMCG sector. It comes under Food and Beverage
segment. The total market value of Ice-cream trade in India is more than Rs.20000 crore. It is
increasing day per day. During the year of 2002-02, there was very little demand of Ice-cream in
India but as the time passed away, the demand of Ice-cream is also increasing in India. Now a
day, there are six national level companies engaged in dealing with Ice-cream including two
MNCs. The demand of Ice-cream is also increases in India.
As the demand of Ice-cream is increasing in India but the market of Ice-cream is not as much as
it’s share in US and some other foreign countries. According to the survey of Motilal Oshwal, in
the present time, the per capita consumption of Ice-cream in India is US $0.2 which is US $49 in
USA and US $33 in Germany. We can see it in the following table:-
TABLE 1:- PER CAPITA CONSUMPTION OF ICE-CREAM (IN US $):-
As given in the above table, the per capita consumption of Ice-cream in India is only US $0.2
which is much smaller than the same in USA, but the main thing is the increasing opportunities
for Ice-cream trade.

6. MAJOR FACTORS:-
1. The broad market of semi urban market.
2. Least no. of competition.
3. Increase in consumption level of people.
4. Favorable climate for ice-cream in India.
5. GDP growth and growth in per capita income.
We can get all the datas regarding the per capita incoma of India from the following table:-
TABLE 2:- PER CAPITA INCOME OF INDIA SINCE 2000
As given in the table, the GDP of India is increasing in the last 5 years. It has brought a
remarkable change in the spending habits of consumers; it has moved the consumer’s
preferences from economic to premium products. In those days, people unhasitantly wants to
spend money on good and quality products. It has been a gain for food and beverage industry. As
the result the ice cream industry is also improving and it develops at an increasing rate.

7. THE THREE STAGES IN CONSUMPTION PROCESS OF ICE-
CREAM
Pre-purchase:- Brand image, Health issues, suitability
Brand image of the ice cream - The consumer considers the kind of image the brand that he is
going to purchase depicts. It has to suit certain status symbol, quality and any other personal
brand requirements that the consumer may have. It is important that the brand maintains good
will, satisfactory to the consumer
Health Issue to ice creams relating-The modern consumer is highly health conscious and is
becoming aware of the rising health issues and its impacts. It is important that the brand satisfies
this need of the consumers and ensures health related gains rather than loss. About which we will
be discussing further in this report.
Suitability – The product should suit the taste, flavor and ingredients that is in line with the
consumer needs and wants.
Purchase:-Price, Environment, Service
Price of ice cream -Price should be affordable and the product should provide money’s worth in
terms of quality, quantity and consumer satisfaction. as kids also form a main segment of our
section a proper care should be given as far as pricing is concerned.
Environment-The environment should be such that the consumer wants to stay there and spent
some quality and quantity time.
Service- The service should be fast so that the customer waiting time should be less and leads to
their satisfaction and results in formation of good brand image.
Post-purchase:- Quality, Satisfaction, Store experience
Quality of ice cream – the quality of the ice cream delivered certainly plays a vital role in
determining whether the customer will re purchase the brand or not. The quality and taste of ice
cream determines the satisfaction level of the customer and hence plays a vital role in
determining his approach towards the product.
Satisfaction from ice cream- well satisfaction is a holistic picture the total experience of the
customer with the brand considering various factors as mentioned above and then finally arriving
at a conclusion saying whether he is satisfied or not from the product.

8. OBJECTIVES
• Explore the mindset of the consumer towards ice-cream.
• Understanding the buying behavior and thinking about Kwality Walls and Dinshaw`s ice
cream.
• Find out the preference of the consumer regarding the two brands.
• Investigate the purchase of Kwality Walls over Dinshaw`s ice cream irrespective of
demographic structure in Rourkela city.
• Have comparative study of value of products of both the brands.
• Determine the customer awareness regarding both the brands.

9. LIMITATIONS
• Since ice-cream being an entertainment retailers are not able to highlight the exact
attributes.
• Convenience sampling used here has its own limitations.
• There have been some inaccuracies due to non – cooperative and rude behavior of the
respondents.
• Due to unavailability of accurate secondary data, my reliance was made on the
primary data.
• When I interviewed children and teenagers, sometimes they use to give answers
under the influence of their parents or elders.
• Dinshaw`s ice cream has no homepage.
• Few outlets for Kwality Wall`s ice cream.

10. RESEARCH METHOD
SAMPLING METHOD
Convenience sampling was used by the researcher because it is easy and cheap to collect data.
Moreover the population size was very large to cover so it was best to use convenience sampling.
DATA COLLECTION
Both Primary as well as Secondary Research Method has been included for preparing this final
report.
PRIMARY SOURCE
• Observation
• Personal Interviews
OBSERVATIONS - It is the methods of nothing and recording information without asking
specific question from the respondents. The advantage of this method is that it is highly effective
to provide information asked for.
PERSONAL INTERVIEWS - In this method I asks the question from the performa in the order
questions are listed and record the replies.
SECONDARY SOURCE
• Google search engine.
• Other web links.

11. COMPANY PROFILE
KWALITY ICE CREAM
Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in 1956
became the first company in the country to use imported technology for manufacturing ice-cream
on a commercial scale. As the ice-cream industry exploded in India, in 1995 Kwality Group
joined hands with Hindustan Lever Limited and then there was no looking back. The Indian
consumer market was introduced to “KWALITY WALLS” – the result of a collaboration
between global brand Walls and the leading Indian ice-cream brand Kwality. Though the two
giants eventually parted ways, the collaboration made Kwality a household name and created
deep in roads for the brand in the consumer market.
Today, Kwality is not just a brand – it is the ice-cream associated with the Indian summer; it’s
the first choice in ice-cream for any child or adult during the scorching Indian summers. Kwality
ice-creams are trusted not only for their rich, creamy flavours, but also for their trusted quality
and nutritious food value.
PRODUCT PROFILE
Type
Selection
Tiramisu
Nochiola
Caramel Crunch
Cookies n Cream
Fruit n Nut
Mocha Brownie Fudge
Paddle Pop
Black Grape Jelly
Candy Cake Xplosion
Choco Berry Nova
Choco Vanilla
Feast
Chocobar,
Chocolate,
Almond Fudge,
Fruit n Nut,
Moo

12. Stick
Sandwich Multi
Cornetto
Snackers
Filrty Strawberry
Choco Fudge
Butter Scotch
Italian Gelato
DINSHAW’S ICE CREAM
INCEPTION
Early 1930s:
Two enterprising brothers, DINSHAW and ERUCH RANA, started a small dairy business in
Gittikhadan, on the outskirts of Nagpur. Their obsession with quality and transparent business
practices, brought prosperity and confidence to the young businessmen. When opportunity
knocked in the form of an Englishman who suggested that they try manufacturing ice cream, the
idea was readily translated into reality. “DINSHAW’S ICE CREAM” was born in 1933 when
Nagpurians came to know the creamy, hand churned delicacy.
INTIAL GROWTH
An alien concept, ice cream eating was considered a luxury, which could only be indulged in, on
very special days during the sweltering heat of Nagpur’s grueling summer. The conviction of
their ultimate success, and the vision of these young entrepreneurs, far outweighed the
difficulties of running a purely seasonal business with its vagaries of demand . By mid forties,
Nagpur’s gentry had extended ice cream eating into the winter and the name DINSHAW’S had
become synonymous with the ice cream in Nagpur.
THE SECOND GENERATION GROWTH:
SAM DINSHAW RANA and JIMMY ERUCH RANA put on the mantles of their august
fathers. Burning with the same zeal to succeed, the same uncompromising attitude towards
quality and service, the Rana cousins struck out for wider horizons in 1981.
With an investment of just Rs.5 Lakhs, a small factory came up to replace the cattle pounds. The
dairy business gracefully gave way to its prospering offspring, the ice-cream business.
The magic of” “DINSHAW’S goodwill spawned a net work of enthusiastic dealer-franchises all
over central India, where DINSHAW’S enjoy near monopoly even today.

13. Success breeds Success. The sound business principles of the founders, which gave them their
initial success, became the foundation of DINSHAW’S business edifice. Quality consciousness
went beyond the quality of relations with employees, business associates and its ultimate
consumer. By 1987 DINSHAW’S was known in central India as not only the company, which
made the best ice creams, but also the company that built best relations.
Persistent efforts from prospective distributors and dealers of other areas and greater demand for
varieties from existing areas forced DINSHAW’S to expand its manufacturing capacities.
Imported continuous freezers expand plants and storage facilities wide with market demand.
By 1989 cold storage depots had sprung up in Raipur, Jabalpur, Indore, Akola, Aurangabad,
Pune, Hyderabad, Guntur and Vishakhapatnam more by pressures of demand than by design.
Consumer appreciation for its products and for its credo of “VALUE FOR MONEY” forced
continuous expansion and modernization of manufacturing capacities which today are to the tune
of 35000 Liters of ice-cream per day. By 1990 the business was experiencing difficulty in
getting regular supplies of good quality to need its ever-increasing needs. The obstacles were
turned into an opportunity to diversify into Diary business.
The firm had turned full circle by coming back to its parent business of Diary which today has a
capacity to process and pouch 1lac liters of Milk per day. The citizens of Nagpur who were
dependent only on milk supplied by Government Milk Scheme and local vendors welcomed the
supply of standardized quality milk and DINSHAW’S became the first branded milk to be sold
in Nagpur.
Being a responsible corporate citizen and being aware of the needs of protecting its environment,
DINSHAW’S have invested more than Rs.70 lakhs in an Effluent Treatment Plant, which is a
model for any industry of its size. As in all other areas, Dinshaw’s foray in Bombay has been on
a low key. DINSHAW’S have been able to grow in the face of competition from national and
multinational giants of the industry because of the inherent strength of its products, policies and
people.
PRODUCT PROFILE
Type
Cups
Fundae
Strawberry
Vanilla

14. Big Cups
Kesar pista
Choco chips
Kaju Kismis
Butter Scotch
Mango
Pista
Strawberry
Vanilla
Bars
Ice Lolies
Heart Beat
Tripple Treat
Champ Chocó bar
Chocó bar
Kulfi
Take Home Packs
Family Tubs
Anjir Badam
Mocha Almond
Banana Split
Kesar Kamaal
King Alphanso
Fruit Overload
Chocó Chips
Butter Scotch
Pineapple Supreme
Smart Packs
Smart Raspberry
Smart Mango Tago
Family Packs
Vanilla
Strawberry
Pista
Party Packs
Kesar Pista
Butter Scotch
3 in 1
Strawberry
Vanilla
Log
Lamour
Club Pack

15. Novelties
Sundaes
Maha Sundae
Butter Scotch
Mocha Almond
Fruity Fundae
Novelties
Cassatta
Flora Kulfi
Yorker
Cones
Carnival
Butter Scotch
Chocó chips
Orange city
Badam Roasted
ANALYSING AND INTERPRETETION
Credit period
Company Days
Kwality Walls 5-6 days
Dinshaw’s 7 days
• The credit period given by Dinshaw`s is 7 days as compared to Kwality
Walls which is providing credit period of 5-6 days.

16. Complain
Company Major complaint Rating
Kwality Walls Delivery time is high **
Dinshaw’s Poor service during peak season **
Rating levels
**** 100% satisfied
*** More than 80%
** More than 60 %
* Below 60%
• It was observed that the dealers are complaining.
• 4 star systems is used to find the satisfaction level.
Margin structure
Brand`s Name Margin to Distributor Margin to Retailer
Kwality Walls 8% 22%
Dinshaws 10% 25.50%
• Dinshaws is giving more margin than Kwality Walls.

17. Market share (Product wise)
Product Percentage
Strawberry 30%
Chocolate 18%
Mango 18%
Vanilla 14%
Others 20%
• Even after the entry so many differentiated product ranges Strawberry is
still ruling the market.
Importance of Attributes
Attributes Conscious
Taste 39%
Price 44%
Company Image 6.5%
Advertisement 10%
• It is observed that the people in Rourkela city are more conscious about Price
than Taste.
These are the four factors which affects the buyers’ decision process.
Data regarding different consumer’s choice
TEENAGER CHILD ADULT OLDPERSON
41%
23%
21%
15%
CONSUMPTIONOFICE -CREAM
TEENAGER CHILD ADULT OLDPERSON

18. The above graph is showing the demand of ice-cream among the different age level of
consumers. As per above data chart, the consumption of ice-cream is more among the teenagers.
Due to the season, trend, advertisement, and some other requirements, they prefer ice-cream
much more. At the present time, the 41% of total consumption of ice-cream is done by teenagers.
Children are second most demandable consumer for ice-cream. In the other sense we can say that
the children are the way to turn a person’s mindset for purchasing of goods. Present time, there
are 23% of total consumption of ice-cream is done by children. From the last few years, the
demand of ice-cream is increased among the service persons, college students, sports persons etc.
the 21% of total consumption of ice-cream is made by adult persons. There are some flavors of
ice-cream like strawberry, chocolate etc are most preferred by old peoples. 15% of total
consumption is done by old persons.
Quality
COMPARE QUALITY OF BOTH ICE-CREAM
COMPANY

19. PRODUCT AWARENESS
All people are known about dinshaws ice-cream.
Market Share
(Kwality walls vs. Dinshaws)
The following table shows the market share of each company in Nasik ice-cream market.
Company Percentage
Kwality Walls 9%

20. Dinshaws 23%
Dinshaws ice-cream share is 23% in Rourkela ice cream market. dinshaws ice-cream has also
exclusive parlors.
LITERATURE REVIEW
Today Consumers have higher expectations than ever before. They want products to match these
expectations. They also want accurate, up-to-date and useful information about what they buy
and above all they need Quality

21. According to the report of Sumit Kukreja, a management trainee from Amity University, food
and beverages are the one of the largest growing trade in FMCG sector and ice-cream is the
pathfinder of this trade. The continues grow in the demand of ice-cream in India is showing the
great opportunity in future.
Motilal Oshwal, a marketing research company has been reported that the growth rate of ice-
cream in India is steady but it increasing in the future.
Survey by A. C. Nielsen shows about 71 per cent of Indian take notice of pack-aged goods'
labels containing nutritional, information compared to two years ago which was only 59 per cent.
India is the largest milk producer in the world, yet only around 15 per cent of the milk is
processed. The organized liquid milk business is in its infancy and also has large long-term
growth potential. Even investment opportunities exist in value-added products like desserts,
puddings etc.
According to CMIE Data, Aggregate sale of this industry is expected to increase by 19.2 per
cent during the December 2009 quarter.
FINDINGS
1. The basic reason of buying that brand most of the answers were quality, availability,
packaging and the décor of the store.

22. 2. Consumers preferring DINSHAW`S and KWALITY WALLS were a bit price conscious
though but they agreed that they do look for more quality and taste.
3. The advertisements and offers do influence consumers purchase behavior regarding ice
cream.
4. The basic needs that consumers want to fulfill through an ice cream are taste and quality.
And that without providing taste it is not possible to sell a product like ice cream.
5. Any ice cream brand in the town should have innovative packaging, more flavors,
availability, natural elements etc. to cater to their unfulfilled needs.
6. There is lack of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz
contest etc.
7. Some of retailers places both brands according to consciousness and demand of
customer
8. Dinshaws ice-cream share is 23% in Rourkela ice cream market whereas Kwality walls
has only 9% market share.
9. The quality of Dinshaws ice cream is better than Kwality walls ice cream.
10. Dinshaws ice-cream has different variety of ice-cream. They have provided many packs
such as select & premium. These two have provided the customer to choose a pack of his
choice.
CONCLUSIONS
1) The response regarding both the companies varies from person to person.

23. 2) India has a good potential market for the ice-cream; research shows that an average
Indian eats ice-cream four times a year so company must try to increase this rate by
promoting effective campaign.
3) Taste and price are the two main attributes that people feel important for the purchase of
ice-cream.
4) During survey it was found that Kwality Walls has less visibility, which has capability to
retain image in consumers mind. So it is very necessary to increase it.
5) Rourkela has lots of nearby places for picnic, which remains overcrowded on weekends,
so more mobile vans should be added to increase the sales.
6) Some of the innovative ideas should be made for the high selling retailers. Such as
forming the club and giving them special packages which will encourage the dealers.
7) To attract youths, sponsorship programs needs to be taken.
8) The rates of all the companies are generally equal. But special item of ice-cream’s rates
are different. Such as party packs, family packs, novelty & other the rates, which are
equal of all the companies in regular items such as Ice candy, Bar, Cone, Small Cups &
Large Cups.
9) Finally I would like to conclude that as far as Rourkela city is concerned people purchase
more of Dinshaws ice cream instead of Kwality Walls ice cream.
APPENDICES
QUESTIONNAIRE (Common)
1. What is your favorite brand in ice cream?

24. 2. What makes you like that ice cream?
3. How much importance does price play in your choice of brand of ice cream?
4. To what extent do the advertisements and offers influence your purchase?
5. What is the only thing that an ice cream must have according to you?
6. What will be the factors that you suggest a new ice cream brand in your town should
have?
QUESTIONNAIRE (Special)
1. DO YOU KEEP THE ICE-CREAM?
A) YES__ B) NO__
2. WHICH IS YOUR LARGEST SELLING ICE-CREAM BRAND?
A) DINSHAWS__ B) KWALITY WALLS__
3. WHICH CATEGORY OF ICE-CREAM PREFERS BY CONSUMERS?
A) PREMIUM __ B) CONE__
C) CUP__ D) STICK__
E) OTHERS__.
4. ARE YOU SATSFY WITH THE DELIVERY SYSTEM OF DISTRIBUTOR?
A) STRONGLY SATISFY__ B) SATISFY__
A) AVG. SATISFY__ D) LOWER SATISFY__
E) UNSATISFY__
5. How do you scale your ice-cream?
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

25. PRICE
SWEETNESS
PACKAGING
SCHEMES
AVAILABILITY
6. SUGGESSIONS…………………………..
REFERENCES
http://www.kwalitywalls.in/hoic.htm
http://www.kwalitywalls.in/freezer.htm
http://www.hul.co.in/brands/kwality_walls.asp

26. http://www.scribed.com
http://www.google.com