An analysis on the Ice Cream brand preferences among parents in Malaysia

A research on the factors that motivate consumers to choose a brand of ice-cream: An analysis on the brand preferences among parents in Malaysia ,[object Object],[object Object],[object Object]

[object Object],Table of Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Introduction - Marketing Trend ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Introduction (sales chart) (1.1) Sales of Ice Cream : Volume 2005 – 2010 (1.2) Ice Cream Company share : Percentage 2005 - 2009 * Golden Scoop Sdn Bhd is the distributor for Baskin-Robbins and HD Marketing & Distribution Sdn Bhd is distributing Haagen-Dazs in Malaysia (1.3) Ice Cream Brand Share (By Global Brand Name) : Percentage 2005 - 2009 *Based on Euromonitor International Report 2009 & 2010 45,203.23 44,081.07 42,946.99 41,749.48 40,693.36 34,492.28 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2.56 2.71 2.80 - - HD Marketing & Distribution S/B 7.08 6.52 6.10 5.98 5.12 Golden Scoop Sdn Bhd 7.12 8.24 8.91 10.73 11.81 F&N Dairies (M) Sdn Bhd 8.68 8.63 8.40 8.25 8.41 King’s Creameries (M) Sdn Bhd 31.27 31.83 32.02 31.50 31.11 Nestle (M) Sdn Bhd 32.25 30.32 30.14 29.41 29.05 Unilever (M) Holding Sdn Bhd 2009 2008 2007 2006 2005 % retail value rsp 6.3 6.1 6.2 5.9 5.8 Wall’s 6.5 6.1 6.0 5.8 5.8 Cornetto 7.1 8.2 8.8 8.9 9.5 Magnolia 7.1 6.5 6.1 6.0 - Baskin-Robbins 8.7 8.6 8.4 8.2 8.4 King’s 9.3 9.3 9.2 8.7 8.6 Nestle 2009 2008 2007 2006 2005 % retail value rsp

2. Research Problems ,[object Object],[object Object],2. Unable to search significant information from internet in regards to insight on parents’ perspective .

3. Research Objectives #1 ,[object Object],[object Object],2. To find out the factors that influence parents to consume brand ice cream 3. To analyze the relative significant of other factors and may lead to the better quality service 5. To study the importance of nutrition fact of ice cream to parents 4. To understand the pattern of parents purchasing behavior

3. Research Objectives #2 6. To analyze the personal preference of parents to ice cream whether is similar to the children 7. To find out type of communication that creates awareness of ice cream to parents 8. To investigate the channels of information which motivate parents to buy ice cream 9. To explore how healthy ice cream will be effective to the parents

4. Research Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. Is Ice cream an unhealthy food and contributing the problems that parents need to prevent their children for eating their favorite ice cream ?

5. Research Justification ,[object Object],[object Object],[object Object],Sales of Ice Cream Parlours by category: Value 2005 – 2010 (Euromonitor International Report 2010) Sales of Ice Cream : Value 2005 – 2010 (Euromonitor International Report 2010) *Based on Euromonitor International Report 2009 & 2010 548.60 534.84 523.27 498.07 475.54 455.32 Sales of ice cream : Value 2010 2009 2008 2007 2006 2005 RM Million 54.64 48.92 46.65 43.76 37.42 32.01 Sales of ice cream Parlours: Value 2010 2009 2008 2007 2006 2005 RM Million

6. Research Scope & Limitation ,[object Object],[object Object],3. Limited study timeframe from January 2011 until to mid March 2011 2. The study was conducted in Klang Valley , Malaysia and any other countries will not be areas of investigations 4. Other researchers on any other brands of foods will not be considered in this research 5. The study was conducted in Klang Valley, Malaysia and any other countries will not be areas of investigations

7. Underpinning Theory – Theory of Planned Behavior * This theory provides a framework to study attitudes toward behaviors The Theory of Planned Behavior (TPB) from Ajzen, I. has been applied into this research.

8. Research Framework & Relationship of DV & IV Independent Variable (IV) Dependent Variable (DV) . * Relationship between dependent and independent variables The ice cream purchase is dependent variable and the independent variables are grouped into five categories which comprising as at below : - The independent and the dependent variables are interrelated to each other. - Researcher could measure the results and come up with conclusions that are very accurate.

9. Research Methodology Exploratory Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1. Demographic profile of Parents 2. Personal Interest of Parents 3. Buying Behavior of Parents 4. Consumption Pattern of Parents 5. Nutrition Perception of Parents 6. Advertisement influence to Parents ,[object Object],[object Object],[object Object],[object Object],The overview of methodology for this research:

10. Result & Findings - Demographic ,[object Object],[object Object],[object Object]

11. Conclusion #1 What are the general overviews of parents on ice cream brands? *Based on the result & finding from the survey ,[object Object],[object Object],[object Object],[object Object],[object Object],Basic Ice Cream Lover 35.42% Ice Minimalist 27.08% Ice Cream Value Maximizer 20.83% ,[object Object],[object Object]

11. Conclusion #2 What are the factors that influence parents to purchase ice cream and brands? *Based on the result & finding from the survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

11. Conclusion #3 Will the ice cream advertisement and children influence the parents’ purchasing and decision making? *Based on the result & finding from the survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Family Communication Pattern Parenting Style Development stage ,[object Object]

11. Conclusion #4 Is ice cream an unhealthy food and contributing the problems that parents need to preventing their children for eating their favorite ice cream? *Based on the result & finding from the survey ,[object Object],[object Object],[object Object],[object Object],[object Object]

12. Recommendation #1 ,[object Object],The researcher hopes that the ice cream manufacturers and marketers of various companies could benefit from the following suggestions:- 2. IMPROVE & STRENGTHEN every touch points of customer. - Moment of Truth (MOT) is a influential and powerful elements in customer service 3. Leverage on experiential marketing, in-store display & merchandising activities. - encouragement and engagement on communication with consumers - promote healthy ice cream in order to change the perception

12. Recommendation #2 4. To carry honest and accurate message in ice cream advertisement - No wrong interpretation of nutrition benefits to customers. The researcher hopes that the ice cream manufacturers and marketers of various companies could benefit from the following suggestions:- 5. Value-added INNOVATION to consumers. - expand demand of health and wellness food. - reduce fat & sugar offerings - calcium-enriched ice cream products 6. Leverage ethical positions & differentiate products from others rivals.

13. Future Research The researcher would like to propose areas that can be explored as followings: 1. carried out on the wider scope of sampling in Malaysia such as more respondents in the survey. 2. conducted with respondents from various region such as covering more states by region. (North, Centre, south, east coast and east Malaysia) 3. carried out towards the comparison of parent and children between their needs and expectation on ice cream. The future research should be

13. Future Research The researcher would like to propose areas that can be explored as followings: 4. specified the comparison of parent and adolescence between their needs and expectation on ice cream. 5. conducted with an ample timeframe in order to get the accurate data and information. The future research should be

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An analysis on the Ice Cream brand preferences among parents in Malaysia

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