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Ice Cream Case Study

748 Words3 Pages

CHAPTER 1
INTRODUCTION
1.1 Background of the study
The ice-cream industry
Ice cream is a semi-soft frozen dessert generally made with dairy products like milk fat and at times made with only ice. It is tagged along with some fruits, flavours and other ingredients like bread. It is typically sweetened with sucrose, corn syrup, cane sugar, beet sugar, and/or other sweeteners. It is usually eaten as desert.
The meaning of the word “ice cream” varies from country to country. The various names used for ice cream are “frozen custard, “frozen yogurt, “sorbet”, “gelato” etc. in United Sates, the word ice cream is used for a specific variety of dairy product while the rest of the products are considered as “frozen dairy desserts”. In a country like …show more content…

The is a growing need for better understanding of how to develop and maintain the customer satisfaction and loyalty towards self. On the other hand, the consumers high level of interest in various ice cream continues. The purpose of this research is to enable us to better understand consumer perception towards ice-cream.

1.4 Problem Statement
The purpose of this study was to discuss the Factors affecting consumer behaviour towards ice cream in India.

1.5 Objective of study
In conducting this research, the researcher had the following objectives:
1. To determine and map the perception of consumers w.r.t various brands
2. To study the influence of demography on brand performance

1.6 Limitations
The following are the limitations which have been identified with reference to this study:
1. This research was conducted by selecting a sample of approximately 275 customers knowing about their preference in having ice-cream.
2. The data being gathered for this study are predominantly interval-level semantic differential scales.
3. This data was collected during the month of February over the period of three weeks. Therefore, seasonality may present a variable that has not been accounted for within this …show more content…

Chapter One is an introduction to the study and the problem under investigation. Included in this chapter are: (1) introduction, (2) consumer behaviour, (3) significance of study, (4) problem statement, (5) objectives of study, and (6) limitations.
Chapter Two is a review of the related literature. It presents a theoretical base of the problems, and the relevant surrounding issues and concerns associated with the study.
Chapter Three presents the methodology utilized in this study. This includes an explanation of the data collection and sampling processes used in the study. Brief explanations of the variables in the study are

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