Vadilal Ice Cream

A

DISSERTATION ON

STUDY ON CONSUMERS PREFERENCES TO THE BRAND OF VADILAL ICE-CREAM

Submitted by

DEEPALI SAXENA

Enrollment no. 2010CBA014

In partial fulfillment for the award of the degree

Of

BACHELOR IN BUSINESS ADMINISTRATION

In

MANGALAYATAN UNIVERSITY, ALIGARH

MAY 2013

STUDENT’S DECLARATION

This is to certify that dissertation report entitled “STUDY ON CONSUMERS PREFERENCES

TO THE BRAND OF VADILAL ICE-CREAM” which is submitted by me in partial

fulfillment of the requirement for the award of degree BBA from Mangalayatan University,

Aligarh comprises only my original work and due acknowledgement has been made in the

text to all other material used. The matter embodied in this thesis is original and has not been

submitted for the award of any other degree.

Date: DEEPALI SAXENA

SUPERVISOR’S CERTIFICATE

This is to certify that Dissertation Report entitled “STUDY ON CONSUMERS

PREFERENCES TO THE BRAND OF VADILAL ICE-CREAM” which is submitted by

DEEPALI SAXENA in partial fulfillment of the requirement for the award of degree

BBA from Mangalayatan University, Aligarh . To the best of my knowledge the work carried

out by her under my supervision is a candidate’s own work.

Date:

PROF. AMBRISH SHARMA IBM

MANGALAYATAN UNIVERSITY

ALIGARH

Acknowledgement

I am very thankful to all persons who spread their valuable time and helped me a lot in

preparation of this dissertation report.There are many people behind making of this dissertation

report.

I would like to express my sincere thanks to our institutions for giving me this golden

opportunity.I am greatly thankful to my Mentor Prof.Ambrish Sharma,for giving me proper

guidance and co-operation for making this report more meaningful.

Last but not in the least I am thankful to all the persons who directly or indirectly helped me to

make this report.

History Of Ice – Cream

Ice-cream has a very long history about its origin and manufacturing in the international

market. Ice-cream, way back in 1670, a sicilian, named francisco procopia, opened a cafe in paris

(france) and began to sell ice's & squashes and this is how the life of ice cream began. Than the

innovative changes market was came to existence. They came directly with deep freezers. In early

times, the ice cream were practically frozen & drawn off into packages and frozen solid or

hardened. But after 1939, suit ice-cream was invented. It was served directly from the freezers

without being allowed to harden.

In india, the ice-creams become popular and famous of the end of 18'" century. Than the ice-

cream were made at homes from pure cow/buffalo milk's and ice-cream machine had been

developed for home use. It is comprised of a wooden bucket with a metal (aluminum) jar and

a chummier and handle. The ice-cream made at aroma. Though not so smooth as what we have got

today, but it was delicious and yummy.

Today, the story is totally different. We have large number of mega companies, manufacturing ice-

creams in astonishing verities of flavors’, colour & shapes, maintaining the quality. Today

ice-cream industry holds an important segment of industrial activity in food-based industry in

the country. It provides nutritious treat to self & guest as the best follower of cold drinks. Now-

a-days most of the parties and functions are treated with ice-creams. And in india its

consumption is increasing day by day. It has been observed that the growing demand for this

product is vast at present. It is an old-aged product but the tastes, manufacturing process and raw

materials are coming in change with the changing concepts of food & life styles day-by-day.

At present there are number of ice-creams industries in india who give supply of the real taste

and best quality product. Kwality walls, vadilal, amul, baskin robbins, cadbury's dollops and

some of the branded ice-creams. But in india, vadilal ice-cream is one of the oldest ones. And at

kwality walls in the national market with a market share of 25% and in aligarh, the market share is

20% (sources from business world & india today.

Scope Of Ice-Cream Industry In India

The Ice-Cream Industry was % registered Eight years ago with phenaroenal growth rating of

35% per annum. Such rush is due to the general up trend in the economy of l a t e

eighties. The consumer goods include Ice-Cream caught a good market when colour

advertisements started in a fold. Bui in summer the sales effected due to cold storage

problems. But later by avoiding that type of problem, the Ice-Cream considered the

consumers demand throughout the whole year like gets marketing mix right, success may

not be far off. The wars in creams, for all practical purposes in only halfway through there are

some losers, in sight & not clear predict on winners too.

Latter in mid-eighties throughout India in the Summer, in the not sun shines, for al l

maw factors of soft drinks, it was the point where the Ice-Cream manufactures over track

them by Satisfying the consumers with tasty & flavored Ice-Creams filled with cream

and sweet aromas to give lite refreshments to consumers by maintaining the high class

quality.

Ice-Cream Industry In Aligarh

Aligarh. Which is pre-dominantly an agricultural state with the reputation of being the

"rice-bowl" is recently developing small scale industry & medium scale industry. There

are some foods producing industries like bakery, Ice-Cream etc. There are a number of Ice-

Cream factories but only two or three are developed Ice-Cream factories.

Till 1989, Aligarh state remained as a Importer of better quality Ice-Creams of some

branded companies from other states. In India, there are a number of Ice-Cream factories

like Kwality walls;Amul, Baskin Robbins, Dinshaws , Cadbury's Dollops etc. And they are

generally higher from other local Ice-Creams in quality and in price too. People of Aligarh

are sti l l in flavor of local Ice-Creams but the educated are now-a-days bothering for

quality. At present there are only two or three developed plants are imported from west

Bengal, Gujarat. Mumbai and other slates.The Government of Aligarh is too allowing the

public to open this type of industry by Taking loans and advances.

Flow Diagram Of Ice-Cream Manufacturer Process

For different types of tastes, flavors’, colour needs to use the colour essence and other raw

materials like fruits, nuts etc on the time of freezing mix.

Selection of ingredients- milk, butter , S.M.P, cream, sugar syrup, fruits, nuts, etc.

Figuring the mix

Pasteurizing the mix at 12° C for 30 minutes

Homogenizing the mix at -4°C to -5°C

Hardening the storage of ice-cream at -23°C to-29°C

History Of Vadilal

Today, the name Vadilal conjures images of lip-smacking ice cream in a whole gamut of

flavours. Vadilal spells quality, availability, variety and state-of-the-art machinery and

equipment. It has, however, been a long journey for the group, which traces its origins way back

to 1907, when a certain unassuming gentleman, by the name of Vadilal Gandhi, the great-grand

father of Virendra R Gandhi, Rajesh R Gandhi and Devanshu L Gandhi, started a soda fountain.

He passed on the business to his son, Ranchod Lal, who ran a one-man show, and, with a hand

cranked machine, started a small retail outlet in 1926. Eventually, Ranchod Lal's sons,

Ramchandra and Lakshman, inherited the business and they were instrumental in giving a new

direction to the company. The duo imparted a new vision to the venture and infused a spirit of

calculated risk-taking into the company.  As a result, by the 1970s, the Vadilal Company had

already evolved into a modern corporate entity.

"In 1972-73, the company had 8-10 outlets in Ahmedabad. Gradually, we moved from the city to

other parts of Gujarat. By 1985, the company moved towards neighbouring states like Rajasthan

and Madhya Pradesh. But the expansion was undertaken very methodically and we spent five to

six years in spreading our business and then consolidating it" says Shri Ramchandrabhai Gandhi

(Chairman).

Vision/Mission

“To become an Indian MNC in frozen foods”

“To provide products and services at an affordable price without compromising the quality,” says

Shri Ramchandrabhai Gandhi”

Personnel Hygiene Policy

Every person employed in Food Handling Area is Medically Examined by an Authorized

Medical Practitioner at least once in a year to ensure that he / she is medically fit and free

from any communicable disease.

All employees should inform the Management immediately in the event of their suffering

from Fever, Vomiting, Diarrhea, Typhoid, Boils, Cuts, Ulcers, etc.

No Worker suspected of suffering from any communicable disease is permitted to work

inside Food   Handling Areas.

Employees shall keep their fingernails short and clean and wash their hands with soap

solution and water before commencing work and after each short absence, especially

after using sanitary conveniences.

No worker shall allow his /her naked hands or any part of his/her body or clothing to

come in contact with the product and any food ingredient.

No worker shall be allowed without Head cover/ Aprons/ Specified dress/ Masks/ Gloves

(as applicable) inside Food Handling Areas.

No worker shall be allowed to eat, spit, clean nose, using tobacco in any form including

smoking/ chewing within the processing, packing and storage area.

Quality And Food Safety Policy

We at vadilal industries limited firmly believe in providing quality and safe food

products.

We shall achieve these goals by continual improvements and updating process, system &

skills of our employees.

We aim to be the leader in the ice cream industry by recognizing and adopting the

changing needs of our customers and win their confidence.

We shall ad here the statutory and regulatory requirements.

We shall establish effective internal & external communication. 

We shall adopt quality and food safety standards ISO 9001:2000, ISO 22000:2005 &

BRC global food standard.

Events Of Vadilal

Largest Ice Cream Sundae

On Nov. 10th, 2001 Vadilal broke its own record by making "The Largest Ice Cream Sundae".

This ice cream sundae was made using 4950 litres of ice cream, 125 kgs. of dry fruits, 255 kgs of

Fresh fruits and 390 litres of sauces. The length of the sundae was 20 feet and height was 9 feet,

180 man took 60 minutes to create this record breaking (registered in Limca Books of records)

ice cream sundae. More than 50,000 people enjoyed.

Snow- Storm  Ice-Cream Festival (25th December, 2001 to 31 December, 2001)

A week long ice cream festival was held simultaneously in 11 Vadilal Happinezz Parlours of

Gujarat. This festival was one of its kind.  71 flavors of Ice Cream, 51 Ice Cream Sundaes,

Frozen Yogurts, Sorbets, Ice Mithai ice creams like Rasgulla, Gulabjamun & other artisan ice

creams were available at one stop. Over hundred thousand people attended this festival.

Objective Of The Company

"Vadilal" industries ltd. Makes Ice-Creams since it has some nutritional value it is

suited to every group (ago) of people. Its main a im is to supply the best quality of

products to their consumers. IT tries and is maintaining the best quality in its products. The

company is looking forward for the future where Ice-Cream is literally on the verge of

creating an explosion in the Ice-Cream consumption pattern both new mount watering

produces. All with real creams, because that's what makes real creams.

Products Of Vadilal

Vadilal Industries is provide the below mentioned products to their customers with a good

qualities.

Product of vadilal

Cup

Small cup

Cone

Family pack

Candies

Party packs

Novelties

Cup

Vanilla

Ripe strawberry

2-in-1

Chocolate chips

Tuti fruity

Real mango

Rainbow

Fruit bonanza

Kaju darkish

Butter scotch

Kewra

Jafrani badam pista

Fun 2000-car.cho

Rajbhog(ice mithai)

Dairy fresh

Alphoniiso mango

Wild strawberry

Figs-n-honey

Fresh fruits delights

Mango

Pineapples

Small Cups

Vanilla

Ripe strawberry

Frozen desserts

Kool gulab

Snowy

Cone

Pineapple delights

Chocolate drips

Yummy butter scotch

Chashmeshahi

Prime kesar pista

Almond koolfie cone

Family Pack

Plain Favorite-

Vanilla

Ripe Strawberry

2-In-1

Chocolate Ecstasies-

Chocolate chips

Dairy fresh

Alphonso mango

Fruit Fantasies-

Real mango

Fresh Strawberry

Nutty Delights-

Kaju Draksh

Butter Scotch

Real Kesar Pista

Jafrani Badam Pista

Frozen Dsserts-

Snowy

Yummy Kesar Pista

Yummy Mango Munch

Candies

Dandy Candies

Pencil

Mango Juicy

Juicee Orange

Kaju Candy

Litchee Dolly

Orange Dolly

Raspberry Dolly

Mango Dolly

One-up Chocobar 

Nutty Chocobar 

Chocolate Chocobar 

Soft Spot (Chocolate)

Fantastic

Frozen Dessert

Bargain

Best Chocobar 

Mango Tango Dolly

Fun Bhari Raspberry

Party Pack

Plain Favorites-

Vanilla

Ripe Strawberry

2-in-1

Sweet Heart

Dairy Fresh

Alphonso Mango

Wild Strawberry

Figs-n-Honey

FRUIT FANTASIES

Tuti Fruity

Real Mango

Fresh Strawberry

Fruit Bonanza

Pina Chink 

Utty Delights

Kaju Draksh

Butter Scotch

Chashmeshahi

Cashew Break 

Kewra

Real Kesar Pista

Jafrani Badam Pista

Rajbhog

Frozen Desserts

Snowy

Cherry Merry

Kaju Lite

Scotch Lite

Yummy Kesar Pista

Yummy Mango Munch

Koolfiees

Koolfie Corner

Kesar Pista Koolfie

Chowpati Koolfie

Kewra Koolfie

Pista Kesar Roll Cut

Kewra Roll Cut

Novelties

Vadilal Specials

Heart Throb

Mini Sandwich

Sajan Sajani (Roll Cut)

Quick Sundae

Easy Sundae

August - 15

Cassatta Slice

Cassatta (Cut)

Sajan Sajani (Roll)

Vanilla Magic

Strawberry Magic

Mango Magic

New Launches

Recently the group has launced fresh fruit ice-cream with ripples under the fantasy range viz.

Fresh orange fantasy, Fresh mango fantasy, Fresh strawberry fantasy, and Black current

fantasy.These new Koolfie , Mava Koolfie and Pista Koolfie ,these koolfis priced at rs. 10/-is a

big hit in the market place. Two new Sundaes Chocolate Sundae & Strawberry Sundae

atrs. 10/- each have been introduced.

New Promotional Schemes

The response to this offer was enormous. Pack Free on purchase One Litre Kaju Draksh Pack.

The response to this offer was enormous. 1+1 party pack scheme chocolate sauce with

vanilla Chocolate sauce with vanilla: the consumer scheme of 50g chocolate sauce free on

purchase of one litre party pack of super vanilla became a trend setter scheme in the market.

Yet another bumper offer was the schemes of one litre vanilla party pack free on

purchase one litre kaju draksh pack. The Vadilal group give importance on outdoor

advertisement like posters, Hoarding boards, Glow sign boards to make the consumer

aware of Vadilal Ice-Cream and maximum possible exposure to the advertisers brands.

The recent promotional schemes have a tremendous response from the consumers. The

consumers have been writing letters with. Requests for the extension of the scheme

period. The growth in sales during the scheme period was ten times over the normal sales.

The 4 P’s are very clearly demarcated the target markets segment. establish exclusively,

sell only through personalize outlets weave an image, distinct personality of brands, crave

at niche, occupy a specific slot within the branded ice- cream segment introducing new &

good quality frequently to bring back repeatedly.

Marketing Mix Of Vadilal Ice-Creams

The marketer's task is to build a marketing program or plan to achieve the company's

desired objectives. The marketing program consists of numerous decisions on the mix of

marketing tools to use. The marketing mix is the set of marketing tools; the firm uses to

pursue its marketing objectives in the target market for influencing the trade channels as well as

the final consumers. "Vadilal" groups strictly follows the 8P's of marketing tools, out of which 4P's

i.e. product, price, place & promotion are very important in the achieving the target market etc.

Product

Features : The product for the study is Vadilal ice-Cream. As from the name itself, it

can be said that it is a non-durable & perishable product, because it cannot stay for a

long period off lime. The other features of the product are that it is consumable food

product goods with variety of flavours, good taste & quality and has nice packaging.

Image : Vadilal group positioned their product in such a way that they are being

perceived and preferred by the consumer to fit a distinctive niche in the market — a

niche occupied by no other product. They further try to different, ate their products

posses attributes that will fulfill the consumer needs belter than competing brands. This

attribute of the products creates brand image. In case of Vadilal Ice-Cream, can give the

following attributes.

Flavor/tastes : vadilal has the largest range of ice-creams in the country with a variety

of 90 plus flavours to make them reach their maximum utility.

Aroma/Sweet Smell : All the Ice-Creams of Vadilal has good sweet smell or aroma in

it. This can be realized through the responses of consumers.

Colours : Vadilal Ice-Cream has variety of over 20 natural colours. It doesn't

contain additives, preservatives, any synthetic colours or flavours. All are pure, natural

goodness of the milk, fruits and nuts.

Price

All Vadilal Ice-Cream are available at cheaper and affordable price that Fits all consumers’ pockets i.e. from high class to low class consumer. Vadilal has priced its products on the principle of real value for money

Quality : At Vadilal commitment to quality is an Attitude It works aiming with a

straight-forward mission: "To Provide Quality Products and services at an

Affordable Price".

At Vadilal special care & Great pains are taken in maintaining class quality.

Nutritious Value: All Vadilal Ice-Cream are of high Nutritious values, easy to digest

and gives lite refreshment with energy when peoples get tired of work or busy

life.

It is totally a milk based food product.

Brand Name: Today. "Vadilal" is a name familiar in practically every Indian

household.

It's a well-known umbrella brand, covering a diverse range of products &

activities, which have one thing in common: a vibrant present & a bright future. In

Indian marke:.

The brand name "Vadilal is synonymous with Ice-Cream and commands an excellent

equity.

Profile : Vadilal has the maximum range of Ice-Cream products in India. It has

the largest range of Ice-Cream

products than any other competitors, i.e. over 200 SKU'S. It has preference for

tastes as per budgets. There are rich creamy Ice-Creams for the connoisseurs and

low fat frozen desserts for the health cautious. There are plain favorite, fresh fruit

ecstasies; romantic ripples, nutty delights, fresh fruit fantasies and etc with guaranteed

to spark consumers to taste buds.

Under each type there are many qualities and Vadilal has priced its products cheaper on

the principle of real value for money.

Price

Vadilal has priced i t s products on the principle of "real value for money". Vadilal's

pricing is at par with brand like Amul and cheaper than Kwality walls, Baskin Robbins,

Dinshaws and others. The company has simple yet straight-forward mission: "To Provide

Quality Products and Services at an Affordable Price".

The Vadilal Ice-Cream prices are tagged in such a manner that it could be able to meet

the consumer of all levels i.e. form high class society to low class society, and of all pockets.

The large scale of operation economies the manufacturing cost, the benefit of which is passed

on to the consumers by providing them with a quality product at an affordable price. This is a

commitment at Vadilal. To make all the Ice-Cream product available in the market, for

smooth running in the market and to increase its. growth share in the market and to increase

its, growth share in the market, the 'Vadilal' Group has owned some credit policy for the

retailers and distributors and also gives them some sorts of discounts and profit percentage

of make the product heavily demanded in the market.

Place

"Vadilal" Group, Head Quarter is located in Ahmedabad, Gujarat, the most

industrialized state in India. I t s Ice-Cream division has 3 sophisticated plants at

Ahmedabad, Pundhara and Bareilly. The plants at pundhra & Bareilly are ISO 9002

certified plants.Vadilal Ice-Cream division branches are located in all the states of India

except some parts in southern region.Vadilal has one of the largest cold chain networks in

India, comprising of 12C & F agents, 250 distributors and 15,000 retailers. The whole

network is kept alive by a large fleet of refrigerated vehicles. Refrigeration equipments and

retail freezers are sourced from world leaders in the technology so as to deliver the quality

products to the retailers through distributors quickly and as soon as to possible to quench the

thirst of consumers towards the demand Ice-Cream products. This is a commitment at

Vadilal.

Promotion

The promotional strategy of Vadilal brand of Ice-Cream mainly depends on

some various promotional plans or schemes, on media advertisement and on out door

advertisements. But its effective promotional schemes hit the target market directly,

which promotes the consumer to make decision with regards to buy that brand.

The Vadilal group has introduced some new schemes / launches recently to

increase his brand equity.

Ice-Cream Consumer's buying behavior

Before knowing consumer brand preference we have t know the buying behaviour and decision

making process of consumers.Consumers are the life blood of the company because for

them the company achieves success in the market as well as in the corporate world. Term

"consumer generally refers to any one engaging in or all the activities like evaluating,

acquiring, using or disposing goods and services."

CATEGORY DESCRIPTION ROLE

A

The Individual who determines that some

need or Initiation want is not being met and

authorizes to purchase, to rectify the situation.

Initiation

B A person who by some international

worlds or Influencer action influence the

purchase decision, the actual purchase &

the use of the product & services.

Influencer

C The individual who actually make the

purchase Buyer transaction.

Buyer

D The person most directly involved in the

consumption or use of the dispose.

User

Consumer buying behavior is the process of decision-making activities that the customer does

at the time of evaluating, acquiring, using or disposing of goods & services. The field of

consumer buying behavior. Studies how individuals, groups, and organizations, select,

prefers, by use and dispose of goods, services, ideas.

Problem Identification

There is cut throat competition in the present Ice- Cream market more than 8 branded

level players are there in the market. The list grows ever more impressive.

The problem is the consumer preference, choice will change or not, measurement of brand

loyalty is a difficult task. Various types of consumers are loyal towards different brands of Ice-

Cream. Thus the main problem in this study is to measure and calculate the number of

consumers preferring for "Vadilal" Ice -Cream brand in Aligarh market. They can also have

other problems like that of promotion and transportation. They can also have to face the

competition from Amul.

REVIEW OF LITERATURE

OBJECTIVES -

The main objective of my study is to know the consumers preferences to ""Vadilal" brand of

Ice-Cream in the market. Through this study, I will be able to find out:-

To know the Consumer's Brand preference.

To know the satisfaction level of consumer's.

To find out the consumers accepting the Vadilal Ice -Creams in Aligarh market.

To know the opinion of the retailers on the sale of Ice -Cream in

Aligarh.

To know the market share of Vadilal Ice-Cream.

To know the buying behavior of the Ice -cream Consumers.

To get the clues and strategy for the future market.

To Know Which Brand Of Ice Cream Does You Prefer The Most.

To Know Brand Awareness Of Vadilal .

To Know The Factors Effecting While Buying The Ice Cream.

To Know The Complaints Regarding The Ice Cream.

To Know The Suggestion For Improvement.

HYPOTHESIS -

Consumers prefer Vadilal but not more than Amul.

Children like different flavors.

Local ice-cream brands affecting the sales of vadilal and amul ice-cream is also very

affected the sale of the Vadilal ice-cream.

People are price sensitive.

RESEARCH METHODOLOGY

RESEARCH DESIGN

Conclusive research- “descriptive research design” is appropriate for our survey”

Methodology is the Method used while doing some research works. Research is one type

of investigation undertaken in order to get additional information or to discover new facts. My

research work includes survey of consumer's attitude and preference towards "Vadilal'" brand of

Ice - Cream.

Research design is a blue print or preliminary plant or sketch of the work to be done in

respect of the specified kind of research undertaken. The plan or sketch consists of a rather

detailed statement. The type & sources of date are relevant to the particular research. The

techniques to be adopted for collecting the needed data and the method of the analysis of the

collected data on the lives on which the collected data are to be analyzed. Research design

will vary with the kind of research proposal to be carried on.

The purpose of research is to discover answers to questions through the application of

scientific procedures.

SAMPLING TECHNIQUE

Sampling is an essential element of the survey. It is the process or method of drawing or

selecting a sample from a particular population. Population in context of the sampling means

all the people or objects that are under investigation or observation. A sample is a smaller

representation a larger whole. It serves, as a representative of the whole sample design is a

technique of drawing a sample.

Non - probability sampling is adopted here, in this research work. This sampling

method involves non - probability sampling; I have chosen convenience sampling when

population elements are selected for inclusion in the sample base on the case of access. It can be

called as convenience sampling.

SAMPLE SIZE

My survey programs includes consumers of different age groups(5-50). Income groups, &

professional groups. The size of sample taken in 300. The sub -groups identified are of

adequate size for accomplishing random sampling.

DATA COLLECTION

Sources Of Data Collection

After formulating the problem an accurate observation undertaken according to some

round plan. The data needed for the study can be available from two sources i.e. Primary &

Secondary Data.

1) Primary Data:

My primary' sources of data are the response from different type of consumers &

retailers.

2) Secondary Sources :

I collected some data & information from secondary sources like Internet, Company

profiles & reports, Business magazines & newspapers.

STEPS/ STATISTICAL TECHNIQUE FOR DATA ANALYSIS

The Research methodology, 1 have adopted the following tools and techniques to get

the required data and needed information.

Survey method -- . Survey methods we use

personal interview

i. Mall intercept

ii. In home

Type of Population -- Infinite Population.

Target population -- Customer & Retailers.

Type of Non - probability sampling -- convenience Sampling.

Type of data collected –primary & secondary data

Method of Collecting primary Data -- Questionnaire.

Type of Questionnaire -- Structured Questionnaire.

Type of Questions -- Closed.

Type of tools used for Data Findings -- pie- chart diagrams.

Sampling frame – Ramghat road, pushpanjli, pragti nagar, center point etc.

ORGANISATION OF THE STUDY

I want to include many important points in my dissertation report………..

Chapter-1 In this chapter, I have introduced my secondary and primary research.I will

identify those problems which are related to preferences of consumers towards to the

brand vadilal ice-cream.. This can be helpful for another. There is to set the objective of

the study and also put the hypothesis.

Chapter-2 In this chapter, I have introduced the frame work of my research work.

Chapter-3 In this chapter, I introduce the analysis of data with swot analysis, and I

introduce interpretation of data.

Chapter-4 Here, I have to analyze many study and find many findings related to

preferences of consumers to the brand vadilal.

Chapter-5 In this chapter I have summarized my study. I have to analyze the need of

this project in future I have to analyze the need of this project in future. This can be helpful for

another.

LIMITATIONS

The present study Inspite of best efforts suffers from the following:

The time factor in any research is very important. The time allowed for the study was

very short. Because of lack of time, I could not go deep into the problem. This study is

to depend barely on the data supplied by the present organization. Even sincere efforts

were made to overcome these conditions through Crosscheck when ever possible to

present a balanced report.

Monetary factor is a major constraint to the research.

Erroneous Information, inconsistent and inadequate answers found to be main

drawbacks in formulating an effective response pattern.

the organization M/s AES vadilal did not show all the necessary documents required by

me as they had their confidentiality.

Conceptual framework of the work

As the things present in the world that may be tangible or intangible, like wise the

consumer's decision - making aspects towards his / her buying process is also go in the path of

fluctuations. It is complex to get through it. A number of factors like low price, quality brand

name, purchasing power, promotion, culture, society where the consumer lives in, are

responsible for the change in the buying behavior of the customers.

Also the perceived quality to a particular brand leads to a major influence on the consumers.

Hence an anal\ sis of the extent of this impact on consumers helps to known the consumer

decision making process for preferring a brand that may provide some valuable information,

while determining consumer's acceptance of "Vadilal" brand of Ice - Cream.

To know about consumer's preferences towards "Vadilal" brand, I have done a survey.

As different Consumers have different views, so its very difficult to get their ideas in pen &

paper. For this, I followed the questionnaire methods as well as personal interviews to sought

reliable information from Consumers & Retailers. Stress was as laid on structured answers.

Data's were also collected from, the company literatures, manuals and reports significance of

the survey lies in its ability to finding out reasons for brand preferences and demands of

"Vadilal" Ice- Cream.

Recent research studies has clearly embarked that consumer awareness of a particular brand

have started playing a very crucial role in purchase deviation for all consumer producer.

These developments of consumer market create into success. Considering the age groups of

consumer specifically, the market and the choice. The choice criteria of them show very much

peculiarity with respect to selection of Ice-Cream. There is a growing need of markets of soft

goods to know the influencing pattern far different age groups to reach them, which worked in

competition among marketers to get the competition edge. Their concept has been taken as the

scope of the present research study.

DATA ANALYSIS

Achievements of the individual organization shows how difficult it is to perform in this

competitive market overcoming certain problems introducing and fulfilling the needs and

preferences of customers to lead the market. Thus the evaluation of three factors like

performance, achievements and problems of a business establishment can be referred to

as analysis. so the idea or approach in analysis is to find the problem

involved ,identifying the alternatives and finally choosing the best alternative. by

analyzing the figure from establishment and studying the market it can be known whether

the demand for ice-cream is on the raise or declining. The graph as shown in the

annexure shows the sales of the ice-cream for the last five years from which we can

easily find out the performances of establishment and their growth status. From the figure

it is found that demand for ice-cream is increasing year after year.

DATA ANALYSIS : AN ANALYSIS ON BRAND PREFERENCE OF VADILAL

ICE-CREAM

CONSUMER’S PHENOMENA

The manufacturing’s planners have been successful in studying the needs of customers which

has earned them goodwill in the market.

What I came to know after the survey is that due to lack of

brand awareness only customers are consuming more local ice-cream like celesty as compared to

vadilal. But in rest of the fields vadilal is leading the market.

From retailer’s survey I got a good response for

vadilal brand.

The survey was carried out in Aligarh market to find out the brand preference of consumers

towards “vadilal ice-cream”. Consumers were from different age, sex, income groups and

occupation. Preferences were carried out and gathered.informations was obtained through open

survey, mall intercept, personal interviews, emails and analysis was done basing upon the

questionnaire.

1) SWOT ANALYSIS

Swot analysis is one of the important medium of analyzing. It’s obvious that an

organization with more strength, less weakness, wide opportunities and fewer threats will

be certainly ahead of its competitors.

Strength:

“Vadilal “the brand name is itself the strongest point which is difficult to

eradicate.

It enjoys comparison with the competitors i.e.kwality walls as there are no other

large scale competitions except some local brands in Aligarh.

Effective distribution system and commitment towards better quality and services

as compared to other local and national brands is also the strength.

The organization has its own transportation and sends products to the required

distributors immediately without any failure giving the best response. The

network is kept alive by a large fleet or refrigerated vehicles.

Refrigeration equipments and retail freezer are sourced from world leaders in

technology so as to deliver quality products to the consumers.

The three ISO certified plants located at Ahmedabad, pundhra and Bareilly are

established in such a way that they are in consonance with the market expansion

strategies of the division who have a production capacity of 1lakh lit/day.

Vadilal has 25%of the Indian ice-cream as its shares. but that is no surprise

considering that the group has the largest range of ice-cream in the country

considering flavours,packs and forms with a product matrix of over 200 SKU’s

comprising cones,cups,candies,sticks,,novelties family, party and bulk packs.

Vadilal introduced the concept of FLAVOUR OF THE MONTH under which

the company develops and markets one new flavor every month for its customer

delight.

Vadilal because of pricing at par with brand like AMUL and cheaper than Quality

walls, Baskin robbins, Dinshaws etc and maintain highly satisfactory quality

products is gaining market share.

Weakness

It is not focusing much upon low end customers

Though vadilal ice-cream is available at affordable price and suitable to

every standard people of every means but low class customers are less

aware of it and they are still going for the local ones.

Though vadilal is able to win consumer’s loyalty, it is not able to win

retailer’s loyalty as compared to others except some credit facility.

There is less media advertisements in Aligarh .many consumers are least

aware of this branded product and message given by the glow signboard

i.e. “vadilal the ice-cream experts”

There is virtually no direct contact between the retailers and company

which shows a communication gap.

Opportunities

It has got a great chance to penetrate to the rural areas as it has not

been intensively exploited by all other competitors in terms of

market share

Due to new economic policies and liberalization more multinational

companies are expected to enter into the Indian market .these

MNCs will have to start everything from a stretch starting from

consumer awareness. Vadilal in this prospective has an upper hand

and can utilize its time more on market penetration and

development.

Threats

Local companies like celesty, Amrit have their manufacturing

concerns in Orissa. So when there will be a demand for their

product, they immediately replace the orders. but at vadilal it took

little time to place the orders

Lack of advertisements and signboards

All the vadilal ice-cream products are full of demand in the market.

but when some special products are out of stock in the market, then

it is difficult in the part of retailers and distributors to meet the

consumer’s demand. Seeing the unavailability of the products for

some days, the consumers prefer other brands.

Data Interpretation

Question 1:- W h i c h b r a n d o f i c e c r e a m d o y o u p r e f e r t h e m o s t ?

Vadilal 16 32%

Amul 28 56%

Creambell 3 6%

Other 3 6%

Total 50

32%

56%

6% 6%Vadilal Amul Creame bell Other

Interpretation:-

From the above table and pie chart it is clear that 56% people prefer Amul,32% people preferred

vadilal,6% people prefer cream bell and 6% people prefer other brand. So in market Amul is a

big competitor of vadilal.

QUESTION2:-Which flavor do you prefer the most of Vadilal ice cream?

Chocolate 16 32%

Vanilla 17 17%

Strawberry 12 12%

Other 5 10%

32%

34%

24%

10%

Column1Chocolate Vanilla Strawberry Other

Interpretation:-

From the above table and pie chart it is clear that vanilla is the most preferred flavor with 34%

followed by chocolate 24% strawberry 10% and other 10%

Question 3 ) : - How it taste?

Excellent 29 58%

Good 21 42%

Poor 0 0%

58%

42%

Column1Excellent Good Poor

Interpretation:-

From above table and pie chart we can say that 58% of people said that ice cream taste are excellent and 42%of people said that good.

Q u e s t i o n 4 ) : - When do you usually go for eating an ice-cream?

When you want 34 68%

occasionally 16 32%

68%

32%

Column1When you want occasionally

Interpretation:-

From the above table and pie-chart we can say that 68% consume ice-cream when they want and

32% consume ice cream in occasionally.

Q u e s t i o n 5 ) : - Which factors do you take in consideration while buying the ice-cream?

Taste 15 30%

Brand 16 32%

Flavor 16 32%

Price 3 6%

Advertising 0 0%

Packaging 0 0%

31%

33%

33%

3%

SalesTaste Brand Flavor Price

Interpretation:-

From the above table and pie chart we can say that some factors affect the buying behavior of

consumers like as 33% people follow brand,31 follow%taste,33% follow flavor and 3% follow

price. these factors play vital role in purchasing behavior of consumer.

Q u e s t i o n 6 ) : - How much amount you spend on ice cream every month?

(individually)

More than 100 30 60%

Less than 100 20 40%

60%

40%

Column1More than 100 Less than 100

Interpretation:-

From the above table and pie chart we can say that 60% people spend there money more than

100 in ice cream while 40% people spend there money less than 100 in ice cream.

Question 7 ) : - With whom usually go out for ice cream?

Family 33 66%

Friends 14 28%

Alone 3 6%

66%

28%

6%

Column1Family Friends Alone

Interpretation

From the above graph it can be seen that consumer are influence more  by family (66%) followed by friends (28%) and alone (6%). It means g e n e r a l l y p e o p l e l i k e d t o s h a r e t h e i r f e e l i n g s w i t h t h e i r v e r y c l o s e  person. Influenced by this reason vadilal offers more family packs and party packs for his consumers.

Question 8 ) : - The purchasing decision of your ice cream is?

Planned 27 54%

Suddened 21 42%

56%

44%

Column1Planned Sudened

Interpretation

From the above table and graph we can say that 44% of people are take sudden decision to purchase an ice cream and remaining only 56% of   people made planning before purchasing ice cream.It means ice cream tastes are rich and delicious. It’s a original taste. So people do not control themselves without eating an ice cream and theygo suddenly to eating a ice cream.

Question 9 ) : - From where did you come to know about the new flavor of vadilal ice

cream?

Transit media 11 22%

Print media 39 78%

22%

78%

SalesTransit Media Print Media

Interpretation:-From the above table and pie chart we can say that 78% of people are seeing through transit media while 22% people are seeing advertising of vadilal through print media.T h i s m a y h e l p t h e m i n increasing their sales and also its cost effectiveness. So, company should give more attractive advertisement in newspaper, magazines etc. and in television.

Question 10) Do you agree that Vadilal brand need publicity or advertising to run or

to stand in a market?

Yes 36 72%

No 14 28%

84%

16%

Column1Yes No

Interpretation:-

From the above table and graph we can say that 84% of people said that ice cream brand need publicity or advertisement to company for run or to stand in an ice cream market.other remain 16% of people said no.its means there is extremely need for publicity or advertising to company for run or to stand in market.

Question 11) Would you like to change your flavor?

Yes 14 28%

No 34 68%

68%

71%

Column1Yes No

INTERPRETION:-

From the above table and pie chart we can say that 40%people like to change their flavor. while

others remaining 60% of people like to stick with their flavors. It means company should try to

make more and more rich and delicious different flavors which are available in market.

Question 12) Would you like to switch over to any other brand?

Yes 17 34%

No 33 66%

34%

66%

Column1Yes No

Interpretation

From the above table we can say that 34% of people switch over their   brand to any other brand while 66% people don’t switch over their brand.

Question1 3 ) What are your suggestions to the company that gives discounts?

To increase sales 14 28%To increase more

potential buyer

12 24%

competition 7 14%No suggestion 17 34%

28%

24%14%

34%

SalesTo increase sales To increase more potential buyercompetition No suggestion

Interpretation:-From the above table and pie chart we can say that according to 34% people they don’t gave any suggestion,28%people said that company should give to increase sales 24%people said that company should increase more poteintial buyer and 14% people said that company needed comption in the market.Competition and increased more potential buyers.

Question 14):- Is your chosen brand available everywhere?

Yes 39 78%

No 11 22%

78%

22%

Column1Yes No

FINDING

The performance of Vadilal is good in the market but not more than Amul. 32% of

respondents choose vadilal as their favorite brand,56% of respondents choose Amul as

their favorite brand and rest of them, 6% of respondents choose cream bell as their

favorite brand, (6%) choose other brands.

It has been found from the survey that customers expect some products of vadilal

specially like 32% of people chocolate flavor of vadilal 17% people like vanilla flavor of

vadilal and 12% people like strawberry flavor of vadilal.The other product have a

demand below 12%.so the company should reposition its existing product line for

enhancing sale.

In my survey i found that 30% respondents choose vadilal for taste. In research according

to 58% people vadilal excellent in taste while according to some people vadilal good in

taste. In my survey I found 68% of respondents purchase ice-cream when we want to

purchase ice cream while 32% of respondents purchase ice-cream occasionally.

In my my research work I found that 30 % people like vadilal in taste,32% people like

vadilal in brand and 32% people like vadilal in flavor these factors affect the purchasing

behavior of consumers.

In consumer survey I found that 60% people spent there money more than 100 in ice-

cream while 40% people spent there money less than 100.

In survey i found some people enjoy ice-cream with there family members and some

people enjoy ice crème with there friend. according to research 68% people enjoy ice-

cream with there family and 6% people enjoy ice cream in alone.

According to 54% people they planned about purchasing of ice cream while according to

42% people they don’t planned about purchasing of ice cream, they purchase ice-creame

according to there need.

In that survey I found that price does effect their purchasing of ice-cream.

In Aligarh region the awareness of new brand/flavor come through words of mouth.

Conclusions

Consumer like vadilal ice-cream but Amul is a big competitor of vadilal.so If vadilal want success in the market than that its implement in there policies and launced new flavors in market.

vadilal does not having better delivery system in comparison to Amul but it is having

better delivery system in comparison to mother dairy system.

amul is giving high margin to the retailers in comparison to vadilal. According to survey in Aligarh region, the offers and schemes effect the purchasing

very much. In Aligarh region the awareness of new brand/flavor come through words of mouth.

Vadilal should improve his promotional tools and should create attraction between the consumers and there products.

The quality of packaging of vadilal product is not better than Amul.

If vadilal Make plastic package for family packs and Increase in flavors and more new flavor should be lunched. Than consumers easily familiar with vadilal.

SUGGESTIONS AND RECOMMENDATIONS

If vadilal Increase production and make proper delivery because sometimes desired

flavors are not available. In market Amul is a big competitor of vadilal.

If vadilal has to add new flavor with change in time so it easily make consumer loyalty

toward there products. Something new should be offered to attract the market.

If the company should also give equal importance to quality at considerable price

targeting students primarily. They have to given some of beneficial schemes to

their customers frequently.

If it provide special economic packs should be offered to customers who are taking in

bulk for parties to increase the brand loyalty.

Vadilal is a brand name and it is very popular but from the survey I found that there is

need to more frequent advertisement particularly through T.V.media , through

advertisement are not consider directly in buying, but it is essential to promote the sales.

If the company should restructure its distribution channel as some of the customers don’t

get the preferred flavor on time from the retail shops and Resort to aggressive marketing

campaign.

If vadilal provide lunch vadilal softly and improve candy and cone range.

Vadilal should have to give advertisement more frequently.They should introduce more

schemes to attract customers.

The company must try to follow the mass penetration strategy penetrating to the rural

areas where the regional players are leading the market.

The company must go for promotional activities to create awareness and increase sales in

inaccessible areas and market respectively.

If the company must try to give more offers to the retailers and to the customers to attract

them.

If the company should mainly focus on pricing while considering middle class people as

aligarh mainly constitutes of middle class people.

CONSUMER SURVEY OF CONSUMERS PREFERENCES TO THE BRAND OF

VADILAL ICE-CREAME 

Personal deta i l s : -

Name-

Age-

Gender-

Educat ion-

Profess ion-

Mari ta l s ta tus -

1 ) Which brand of ice cream do you prefer the most?

□ Vadilal □ Amul

□ Cream bell □ Other

2)Which flavor do you prefer the most of vadilal ice-cream?

□ Chocolate □ Vanilla

□ Strawberry □ Other 

3 ) How it taste?

□ Excellent

□ Good

□ Poor 

4 ) When do you usually go for eating an ice-cream?

□ When you want □ occasionally

5 ) Which factors do you take in consideration while buying the ice-cream?

□ Taste □ Brand

□ Flavour  □ Price

□ Advertising □ Packaging

6 ) How much amount you spend on ice cream every month?(individually)

□ Less than 100 □ More than 100

7 ) With whom usually you go out for ice cream?

□ Family

□ Friends

□ Alone

8 ) The purchasing decision of your ice cream is?

□ Planned □ Saddened

9 ) From where did you come to know about the new flavor of vadilal ice cream?

□ Transit Media (Railways, Buses) □ Print Media (Newspaper, Magazines etc.)

10) Do you agree that Vadilal brand need publicity or advertising to run or to stand in a market?

□ Yes □ No

11) Would you like to change your flavour?

□ Yes □ No

12) Would you like to switch over to any other brand?

□Yes □ No

1 3 ) What are your suggestions to the company that gives discounts?

□ To increase sales □ competition

□ To increase more potential buyer □ No suggestion 

14) Is your chosen brand available everywhere?

□ Yes □ No

Bibliography

Books

C.R. Kothari(research methodology)

Websites

Google.com

www.Vadilal.Com

www.Amul.com

Baskin Robbins.com

Customer on Different Ice-Cream Parlors