Essay On Frozen Desserts

A Study on Spending Habits of Consumers on Frozen Desserts

Vishakha Raut

Rustomjee Business School, Mumbai

Abstract

The research paper talks about how product attributes and demographic variables affect the decisions of consumers to re-purchase frozen desserts. The data was collected from sixty – three respondents across various age groups, income levels, gender, etc. Vadilal’s, Amul and Mother Diary have a higher usage rate as compared to other brands. Frozen desserts are generally preferred during special occasions than regular use. Moreover, there were relationships between re-purchase decision and demographics.

INTRODUCTION

Frozen desserts is the universal name given to desserts that are made by freezing liquids, semi-solids and sometimes

lakhs per month)

Analysis: Majority of the respondents are earning between Rs. 0-1 lakhs per month. As majority of the respondents are students.

Frozen ice cream [How much do you spend on frozen food per month? (Rs. per month)] Analysis: Approximately 45% of the respondents spend less than 500 on frozen ice cream per month.

Frozen yogurt [How much do you spend on frozen food per month? (Rs. per month)] Analysis: Majority of the respondents spend less than Rs 500 on frozen yogurt per month.

Frozen ice cream [How did you learn about the various brands of frozen food?] Analysis: Television commercials play a major role on creating awareness about frozen ice cream.

Frozen yogurt [How did you learn about the various brands of frozen food?] Analysis: Visibility of frozen yogurt in Retail outlets is the key factor for awareness about the product in the minds of the customer.

Frozen ice cream [Indicate your preference for frozen food] Analysis: Frozen ice creams are very much preferred by the respondents. Focus could be given towards customers who dislike the product.

Frozen yogurt [Indicate your preference for frozen