2. Annexure-
List of tables-
• Table-1: TOMA
• Table-2: Frequency of visit
• Table-3: Preferred Ice-cream parlor
• Table-4: Visit a brand since
• Table-5: Factor customer likes about the ice-cream parlor
• Table-6: Average expenditure per visit per person
• Table-7: Opportunity Score Matrix
• Table-8: Modified Multidimensional scaling (MMDS)- Master table
• Table-9: Factor analysis
• Table-10: Component identification table
• Table-11: Number of members in each cluster

3. • Table-12: Conjoint Analysis Summary
• Table-13: TOMA v/s AGE
• Table-14: TOMA v/s AGE – Chi-Square Test
• Table-15: TOMA v/s INCOME
• Table-16: TOMA v/s INCOME – Chi-Square Test
• Table-17: TOMA v/s OCCUPATION
• Table-18: TOMA v/s OCCUPATION – Chi-Square Test
• Table-19: TOMA v/s EDUCATIONAL BACKGROUND
• Table-20: TOMA v/s EDUCATIONAL BACKGROUND – Chi-Square Test
• Table-21: Occupation v/s Expenditure per visit per person
• Table-22: Occupation v/s Expenditure per visit per person- Chi-
Square Test

4. List of Charts-
• Chart-1: TOMA
• Chart-2: Frequency of visit
• Chart-3: Preferred Ice-cream parlor
• Chart-4: Average expenditure per visit per person
• Chart-5: MMDS- Quality
• Chart-6: MMDS- Affordability
• Chart-7: MMDS- Variety
• Chart-8: MMDS- Ambience
• Chart-9: MMDS- Offers
• Chart-10: MMDS- Low-fat product
• Chart-11: Cluster-1: Occupation
• Chart-12: Cluster-1: Educational Background
• Chart-13: Cluster-2: Occupation
• Chart 14: Cluster-2: Educational Background

5. INTRODUCTION
The Ice-cream industry in India is reflective of overall population
distribution.
30% of entire market is organized.
The Ice-cream industry in India is worth Rs. 2000 crores.
The industry can be divided into branded and unbranded market. The
branded market at present is 100 million liters per annum valued at Rs.
800 crores

6. Trends Why organized parlors?
A gradual shift in consumers’ perception of ice cream from
an impulse/on-the-go treat to an affordable indulgence to
be enjoyed at home with family members.
Baskin Robbins became huge success with its premium ice-
creams which lead to increased demand for more exotic
and indulgent flavours of packaged ice cream in 2010
Brands such as Amul, Vadilal and Havmor responded
strongly to this shift

7. Major players
Amul
Baskin Robbins
Naturals
Gelato
Mc D

8. Objective
Main objective
Understanding market scenario for Organized
Ice-cream parlor

9. Sub-Objective
To understand customer consumption pattern based on lifestyle etc.
Customer perception about Ice-cream served by organized parlors
Designing positioning statement for organized ice-cream parlor

10. Methodology
The methods used for data collection were primary as well as
secondary.
Primary data collection
Quantitative analysis: Stratified Random Sampling from
different age groups and different occupation.
Secondary data collection: Websites and even articles
from newspapers available on the internet.
The research design that was followed was of Exploratory and
Descriptive Research.

12. Limitations
The survey done on the
consumers are only from
Mumbai, so the report does not
show the preferences of the
consumers all through out India.

13. Analysis

14. ToMA
Name ice-cream parlors you can recollect
Frequency Percent Valid Percent
Baskin & 38 21.11111 21.11111
Valid Robins
64 35.55556 35.55556
Naturals
20 11.11111 11.11111
Gelato
46 25.55556 25.55556
Amul
8 4.444444 4.444444
McDonalds
4 2.222222 2.222222
Other
180 100 100
Total

15. How frequently you go to an Ice-cream parlor?
Frequency Percent Valid Percent
Valid Once in a week 64 35.55556 35.55556
Once in a fortnight 42 23.33333 23.33333
Once in a month 70 38.88889 38.88889
Never 4 2.222222 2.222222
Total 180 100 100

16. Which ice-cream parlor you go very frequently?
Valid
Frequency Percent
Percent
Baskin &
Valid 40 22.22222 22.22222
Robins
Naturals 48 26.66667 26.66667
Gelato 48 26.66667 26.66667
Amul 32 17.77778 17.77778
McDonalds 12 6.666667 6.666667
Total 180 100 100

17. For how long you are visiting this ice-cream parlor?
Valid
Frequency Percent
Percent
Less than 3
Valid 46 25.55556 25.55556
months
3 months- 1
38 21.11111 21.11111
year
1-3 years 58 32.22222 32.22222
More than 3
38 21.11111 21.11111
years
Total 180 100 100
What do you like the most about Ice-cream parlor you visit regularly
Frequency Percent Valid Percent
The quality is
Valid 56 31.11111 31.11111
good
Variety Available
70 38.88889 38.88889
to choose from
Locational
38 21.11111 21.11111
Convinience
Affordability 12 6.666667 6.666667
Offers 4 2.222222 2.222222
Total 180 100 100

18. How much do you spend per person per visit?
Frequency Percent Valid
Percent
Valid Rs. 20-30 6 3.333333 3.333333
Rs. 40-70 75 41.66667 41.66667
Rs. 70-100 68 37.77778 37.77778
More than
31 17.22222 17.22222
Rs.100
Total 180 100 100

19. Quality
McDonalds
Amul
Gelato
Naturals
Baskin & Robins
-0.10 -0.05 0.00 0.05 0.10 0.15

20. Affordability
McDonalds
Amul
Gelato
Naturals
Baskin & Robins
-0.50 -0.40 -0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40

21. MMDS Variety
Variety
McDonalds
Amul
Gelato
Naturals
Baskin & Robins
-0.20 -0.10 0.00 0.10 0.20 0.30 0.40

22. Ambience
McDonalds
Amul
Gelato
Naturals
Baskin & Robins
-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30

23. MMDS- Offers
Offers
McDonalds
Amul
Gelato
Naturals
Baskin & Robins
-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60

24. Low-Fat Products
McDonalds
Amul
Gelato
Naturals
Baskin & Robins
-0.60 -0.40 -0.20 0.00 0.20 0.40

25. Opportunity
Importance Satisfaction
Parameter I-S score=
I S
I+(I-S)
Quality 3.7444 3.7556 0 3.7444
Variety 3.6889 3.7889 0 3.6889
Availability of flavors 3.7667 3.7778 0 3.7667
Offers 3.5444 3.1444 0.4 3.9444
Affordability 3.5667 3.2556 0.3111 3.878
Low-fat products 3.1444 2.9444 0.2 3.3444
Location 3.5222 3.2667 0.2555 3.777
Ambience 3.8667 3.5889 0.2778 4.145

26. KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of
0.697
Sampling Adequacy.
Bartlett's Test of Sphericity Approx. Chi-Square 857.773
df 55
Sig. 0

27. Component 1 Component 2 Component 3 Component 4
Is overall a good Offers you a low- Is where one can Is place to go on
product fat product have ice-cream at special occasions
any time of the day like Birthday and
festivals
Is a place for me Is very close to my Is where one can Is a place with good
where I can place have ice-cream ambience
hangout with my after every meal
family
Is very good place
for quality
Offers you value for
money
Offers you wide
variety of flavors to
choose from

28. Cluster analysis
Hierarchical mean-
• From agglomeration schedule it is observed
that there are 2 clusters.
K-mean method-
Number of Cases in each Cluster
Cluster 1 96
2 84
Valid 180
Missing 0

29. Cluster Characteristics
• Cluster 1-
– Average age 28.60 years
– Gender ratio- 1:1
– Average monthly income- Rs. 24,427.08
Occupation Educational Background
2.0833
14.5833 6.25 29.1666 12.5 33333
3333 Under-
6667
Student 37.5 graduate
Service Graduate
50 Housewife
Unemployed Post-
47.916 graduate
66667

30. Cluster Characteristics
• Cluster 2-
– Average age 29.55 years
– Gender ratio- 64.3:35.7
– Average monthly income- Rs. 34,821.42
Occupation 33.333
Educational Background
7.14285
33333
7143 16.666
14.2857 28.5714 66667 Under-
1429 2857
Student graduate
Graduate
50 50
Service
Post-
graduate

31. Parameters Part utilities Range
STRAWBERRY -0.592 1.252
SITAFAL (CUSTARD APPLE) 0.66
SEASONED BROWNIE -0.068
Rs.30 -0.98 1.678
Rs.60 0.282
Rs.90 0.698
Single scoop -1.319 2.336
Double scoop -0.302
Family pack 1.017
• Most important parameter- Quantity
• Most important combination- Sitafal, Family Pack & Rs.90

32. ToMA v/s Age-
ToMA 1
Total
Baskin &
Naturals Gelato Amul McDonalds Other
Robins
Less than 15 Count 2.00 4.00 0.00 2.00 2.00 0.00 10.00
years
% of Total 1.10% 2.20% 0.00% 1.10% 1.10% 0.00% 5.60%
Age 15-30 years Count 32.00 38.00 8.00 24.00 6.00 4.00 112.00
% of Total 17.80% 21.10% 4.40% 13.30% 3.30% 2.20% 62.20%
31-45 years Count 0.00 16.00 10.00 18.00 0.00 0.00 44.00
% of Total 0.00% 8.90% 5.60% 10.00% 0.00% 0.00% 24.40%
46-60 years Count 4.00 6.00 2.00 2.00 0.00 0.00 14.00
% of Total 2.20% 3.30% 1.10% 1.10% 0.00% 0.00% 7.80%
Total Count 38.00 64.00 20.00 46.00 8.00 4.00 180.00
% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%

33. Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-
Square 37.425a 15 0.001
Likelihood Ratio 47.393 15 0
Linear-by-Linear
Association 0.049 1 0.824
N of Valid Cases 180

34. Name ice-cream parlors you can recollect
Baskin &
Naturals Gelato Amul McDonalds Other Total
Robins
Less than
Count 14 12 8 14 2 2 52
Rs. 25000
% of Total 7.80% 6.70% 4.40% 7.80% 1.10% 1.10% 28.90%
Monthly
Rs. 25001- Count 10 36 10 8 6 0 70
Family
35000
Income % of Total 5.60% 20.00% 5.60% 4.40% 3.30% 0.00% 38.90%
Rs. 35001- Count 14 14 2 10 0 0 40
45000
% of Total 7.80% 7.80% 1.10% 5.60% 0.00% 0.00% 22.20%
Rs. 45001- Count 0 0 0 14 0 2 16
55000
% of Total 0.00% 0.00% 0.00% 7.80% 0.00% 1.10% 8.90%
Rs. 55001- Count 0 2 0 0 0 0 2
65000
% of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10%
Total Count 38 64 20 46 8 4 180
% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%

35. Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-
Square 75.990a 20 0
Likelihood Ratio 79.101 20 0
Linear-by-Linear
Association 2.607 1 0.106
N of Valid Cases 180

36. Name ice-cream parlors you can recollect
Baskin &
Robins Naturals Gelato Amul McDonalds Other Total
Student Count 16 14 2 14 6 0 52
% of Total 8.90% 7.80% 1.10% 7.80% 3.30% 0.00% 28.90%
Service Count 14 38 10 26 0 2 90
% of Total 7.80% 21.10% 5.60% 14.40% 0.00% 1.10% 50.00%
Occupation Self-
employed/
professiona Count 6 6 0 0 0 0 12
l
% of Total 3.30% 3.30% 0.00% 0.00% 0.00% 0.00% 6.70%
Housewife Count 2 6 4 6 2 0 20
% of Total 1.10% 3.30% 2.20% 3.30% 1.10% 0.00% 11.10%
Unemploye Count 0 0 4 0 0 2 6
d
% of Total 0.00% 0.00% 2.20% 0.00% 0.00% 1.10% 3.30%
Total Count 38 64 20 46 8 4 180
% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%

37. Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-
Square 83.173a 20 0
Likelihood Ratio 68.264 20 0
Linear-by-Linear
Association 2.111 1 0.146
N of Valid Cases 180

38. Name ice-cream parlors you can recollect
Baskin & McDonald Total
Naturals Gelato Amul Other
Robins s
Under- Count 20 24 2 18 0 0 64
graduate
Education % of Total 11.10% 13.30% 1.10% 10.00% 0.00% 0.00% 35.60%
al
Graduate Count 16 32 12 24 2 2 88
Qualificati
on % of Total 8.90% 17.80% 6.70% 13.30% 1.10% 1.10% 48.90%
Post- Count 2 6 6 4 6 2 26
graduate
% of Total 1.10% 3.30% 3.30% 2.20% 3.30% 1.10% 14.40%
Professio Count 0 2 0 0 0 0 2
nal
% of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10%
Total Count 38 64 20 46 8 4 180
% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%

39. Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-
Square 48.400a 15 0
Likelihood Ratio 43.076 15 0
Linear-by-
Linear
Association 11.026 1 0.001
N of Valid Cases 180

40. How much do you spend per person per visit?
More than
Rs. 20-30 Rs. 40-70 Rs. 70-100 Rs.100 Total
Student Count 6 30 13 3 52
% of Total 3.30% 16.70% 7.20% 1.70% 28.90%
Service Count 0 29 41 20 90
% of Total 0.00% 16.10% 22.80% 11.10% 50.00%
Self-
Occupation employed/ Count 0 6 6 0 12
professional
% of Total 0.00% 3.30% 3.30% 0.00% 6.70%
Housewife Count 0 10 2 8 20
% of Total 0.00% 5.60% 1.10% 4.40% 11.10%
Unemployed Count 0 0 6 0 6
% of Total 0.00% 0.00% 3.30% 0.00% 3.30%
Total Count 6 75 68 31 180
% of Total 3.30% 41.70% 37.80% 17.20% 100.00%

41. Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-
Square 51.723a 12 0
Likelihood
Ratio 56.814 12 0
Linear-by-
Linear
Association 9.702 1 0.002
N of Valid Cases 180

42. Diagnosis
Name of the parlor- SCOOPED
COMFORT OF HAVING A SCOOP……
PROMOTIONAL OFFERS
•FOR STUDENTS DURING COLLEGE BREAK HOURS
•OFFERS FOR REGULAR CUSTOMERS
•B2B OFFERS BY THE WAY OF CORPORATE VOUCHERS