Frozen Desserts Case Study

A Study on Spending Habits of Consumers on Frozen Desserts

Vishakha Raut & Aniket Ambardekar

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 even solids. They can be based on flavoured water i.e. shave ice, sorbets, snow cones, etc., on fruit purees like sorbet, on milk and cream i.e. ice creams, on custards, on mousse and many others.

The term Frozen Dessert is often used for products that are identical to the taste and texture of ice cream but do not meet the legalized definition of the term. Frozen Desserts are often made with vegetable oil i.e. mellorine as opposed to milk or cream.

In the recent past there has been a substantial evolution in the category of ice-cream and frozen desserts. A decade ago this category was limited to traditional flavours of ice-creams such as vanilla, chocolate, kesar pista, mango, elaichi, butterscotch, kulfi, etc. In the recent years, this category has