research on frozen yogurt market
DESCRIPTION
how Frozen Yogurt is Capturing the ice cream Market.TRANSCRIPT
AdminPriyanka Katke
BBA-HNCTeacher incharge: Ms. Sonam Mehta
Consumer preference for Frozen Yogurt
Unit Title:Research Project
Unit Code: 4 Date Issued
Student NamePriyanka Katke
Student ID Date Received
Lecturer Name:Ms Sonam Mehta
Internal Verifier NameAlankrita Bista
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HNC- research project Priyanka Katke
AssignmentBrief - General
2
Outcomes and assessment requirements
Outcomes Assessment requirements
To achieve each outcome a learner must demonstrate the ability to:
1. Understand how to formulate a research specification
a. formulate and record possible research project outline specifications
b. identify the factors that contribute to the process of research project selection
c. undertake a critical review of key referencesd. produce a research project specification
e. provide an appropriate plan and procedures for the agreed research specification
2. Be able to implement the research project within agreed procedures and to specification
a. match resources efficiently to the research question or hypothesis
b. undertake the proposed research investigation in accordance with the agreed specification and procedures
c. record and collate relevant data where appropriate
3. Be able to evaluate the research outcomes
a. use appropriate research evaluation techniquesb. interpret and analyse the results in terms of the original
research specificationc. make recommendations and justify areas for further
consideration4. Be able to present
the research outcomes
a.use an agreed format and appropriate media to present the outcomes of the research to an audience
*Please see the Assignment Evaluation Sheet for Merit and Distinction criteria
Case Study/Background Info – Part 1
After approval of your Research proposal you are required to write a research project for 6000words with the following:
1. Detailed introduction( Aims, Objectives and rationale) to the research
2. Literature review from latest and varied academic sources relevant to your selected topic.
3. Methodology chapter to explain all the research methods used in the project and justifying why and how they were used in your research
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4. Explain the type of data you require for your project and what methods you will use to collect them
5. Formulate the chosen data collection tool and indicate the collected data using appropriate methods
6. Analyse and interpret the collected data using the relevant tools
7. Conclude your report with your research findings
Description of problem to be solved
Deliverables
1.2.3.4.5.
FeedbackStrengths
Areas for Improvement
Lecturer Signature: Date:
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Cross reference to learning outcome and assessment criteria
Cross reference to learning outcome and assessment criteria
4
Table of content
No. Topic Pg. no.
Executive summary 7Introduction 8
1.1 What is research 81.2 Introduction of this topic 101.3 Rationale of this topic 121.4 Objectives of this research 121.5 Research hypothesis 131.6 Operational definition 131.7 Scope and limitation 132 Review of literature 143 Methodology of this research 16
3.1 Types of research 163.2 Sampling 173.3 Types of questions 193.4 Ethical issues of the research 214 Data Analysis 225 Findings of research 33
Conclusion 37Appendix 1: consumer preference 38
Bibliography 40Other sources 41
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No. Topic Pg. no.
1.1 Research process 83.1 Types of research 165.1 Gender 225.2 Age 225.3 Occupation 235.4 Have you ever tasted icecream 235.5 Have you ever tasted Frozen yogurt before 245.6 How often you eat Icecream 245.7 How often do you eat Frozen Yogurt 255.8 Icecream- price 255.9 Icecream-variety of flavour 265.10
Icecream-health factor 26
5.11
Icecream-Brand 27
5.12
Icecream- presentation of the product 27
5.13
Frozen Yogurt- Price 28
5.14
Frozen Yogurt-Variety of flavour 28
5.15
Frozen Yogurt- Health factor 29
5.16
Frozen Yogurt- Brand 29
5.17
Frozen Yogurt- presentation of the product 30
5.18
What do you prefer eating more? 30
5.19
Why do you think people’s preference is changing from Icecream to Frozen Yogurt?
31
5.20
Promotion 31
5.21
Place of buying Frozen Yogurt 32
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Executive summary
Frozen yogurt is soft frozen dessert of sweetened flavored, cultured and fermented milk
product. Frozen yogurt was first introduced in England. It is made with freezing a mixture
of liquids and semi solids.
In this report the researcher to understand consumer preference on frozen yogurt in
Mumbai conducts a research. A research proposal was prepared and approved by the
faculty.
Total 70 people were selected for filling up the questionnaire. Most of the questions in the
questionnaire are closed ended questions.
The data was collected and analyzed by the researcher. The collected data is shown in the
form of graphs and pie charts.
On the basis on analysis the results are also shown in this report. At the end of the repot
the questionnaire of this research is attached.
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Introduction
1.1 What is a research?
According to Cambridge dictionary online, research is a detailed study on a
subject, especially to discover new information or to reach a new understanding.
Clover and Basley defines research as the process of systematically obtaining
accurate answers to significant and pertinent questions by the use of scientific
methods of gathering and interpreting information.
Basically there are two main purposes for conducting a research. The first is to
learn something. Research is organized learning, looking for specific things to
add to your store of knowledge. The second purpose is to gather evidence on a
specific topic.
The process of conducting a research involves various steps such as setting a
problem, gathering data, analyzing data and drawing conclusion. The process has
been represented in a diagrammatic form.
fig 1.1 research process
[source: http://mybusinessdrive.com/2010/12/03/marketing-research-process/]
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Process of conducting a research:
The first process of research is about “defining the topic.” It includes
understanding the topic well and describing it. It’s about considering the scope and
limitations of the subject and then proceeding.
The second process is about developing a research question. A research question is
a statement that identifies the phenomenon to be studied.
The third step is “literature review.” A literature review is a critical and in depth
evaluation of previous research. It is a summary and synopsis of a particular area
of research, allowing anybody reading the paper to establish why you are pursuing
this particular research program.
The fourth step is constructing the argument. This process includes data collection
and data analysis. After the data has been collected we should see that it is relevant
to the literature review.
The last process is to present all the information in a proper form as in concluding
the research.
The research topic chosen by researcher is to find out Consumer Preference on
Frozen Yogurt in Mumbai. Nowadays youngster in Mumbai prefers Frozen yogurt
to icecream. In this research researcher try to know if this is really true and the
reason behind this change.
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1.2 Introduction on the research topic
Icecream:
Ice cream is a cold, sweet and soft frozen food made with sweetened and flavored
milk products. Usually it is eaten as a dessert. They usually contain milk, cream,
fruits and flavours. It is made with freezing a mixture of liquids and semi solids.
Icecream almost contains 10% of milk fat, 6% of non-fat milk solids. Ice creams
are rich in flavour and are creamier. The process of making a icecream is
complicated as well as delicate.
Icecream industry has bought magnificent change in the rural economy of India.
There are about 70,000 icecream entities in India.
Some interesting facts about ice creams:
The origins of ice cream go way back to the 4th century B.C. when the Roman
emperor Nero ordered ice to be brought from the mountains and combined it with
grape juice and fruit toppings. In 1847, the first hand-crank ice cream maker was
developed. Ice cream has been a proven comfort food in times of angst…time and
time again. A study of the U.S. ice cream industry reported in 2009 that the
industry blossomed through the Great Depression after the 1929 stock market
crash and became a niche household happening after World War II. The current
national recession has not affected the ice cream industry with sales increasing
over 20 percent from the summer of 2008.
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Frozen yogurt:
Frozen yogurt is soft frozen dessert of sweetened flavored, cultured and fermented
milk product. Frozen yogurt was first introduced in England. Frozen yogurt is a
healthy substitute of ice cream. Yogurt is comprises of 0.55 % of milk fat, 15% of
milk solids, 2o% of sugar. Frozen yogurt was introduced to consumers in the
1970s. But at the start it didn’t really had a scope due its bitter taste. Consumer
demanded for better taste and texture. While frozen yogurts was emerged as a
consumer dessert choice and substitute for ice cream, its 2003 market share in
volume sales is 4%, as compared with ice cream at 80%, reduced fat and light ice
creams at 11%, and sherbets and sorbets at 5%. Yogurt Chain Cocoberry is India’s
first premium frozen yogurt chain.
Some interesting facts about frozen yogurt:
Yogurt is actually a cultured milk product, created by adding “good” bacteria to
milk. These healthy cultures, L. bulgaricus and S. thermophilus, are what gives
yogurt its unique qualities. Tiny organisms ferment and convert the milk sugar
(lactose) into lactic acid. This process creates the well-known tangy flavor of
frozen yogurt.
People have been creating and eating regular yogurt for over 4,000 years! Frozen
yogurt was first introduced to the world in the early 1970s in New England.
Frozen yogurt has had many names including: Frogurt, Humphreez Yogart and
Danny.
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Comparison of Icecream with Frozen Yogurt:
They both are desserts that people throughout the world enjoy. They both are
created within low temperatures while constantly being churned. Ice cream was
introduced 200 years before the introduction of Frozen yogurt. The bacteria found
in yogurt can be found in some versions of frozen yogurt, but it will never be
found in ice cream. As soon as icecream was introduced in 1776, it had a huge
success, but it took ten year of modification for Frozen yogurt before it was all
accepted.
1.3 Rationale of the research:
The researcher has seen that people who use to like icecream before are now
shifting towards Frozen yogurt. Therefore, there is a curiosity to know and
understand why there is sudden change in the preference. This research is
conducted on wide range of population, from teenagers to adults. Another reason
for conducting this research was the easy availability of samples using
questionnaire. These are the main reasons to take this topic as a research.
1.4 Objectives of the research
To find out how many teenagers in Mumbai prefer eating Frozen
Yogurt over Icecream.
To understand gender preferences for eating Frozen Yogurt over
Icecream
To understand the reason behind youngsters preference for Frozen
Yogurt over Icecream in Mumbai.
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1.5 Research hypothesis:
A research hypothesis is a statement that can be proved or disproved.
The hypothesis of this research:-
More number of people today prefers eating frozen yogurt over icecream in
Mumbai.
Girls prefer to eat Frozen Yogurt over icecream than boys.
1.6 operational definition
‘consumer preference’ in this research refers to individuals choice or their priority
while buying Frozen Yogurt with comparison to Icecream.
1.7 Scope and limitations of the research:
The scope for this research will be that it will allow the icecream enterprisers to know
in what factor they are lacking behind and how can they be improved.
It will create awareness amongst both the industries to know their target market.
Whereas limitations will be that the research was only conducted in Mumbai Bandra,
Sion, Juhu and Andheri.
As the ratio of male to female is not equal, generalization of the study is not possible.
Although the research was conducted on youngsters, 28% of participants were aged
among 21-35.
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Review of literature
Sekaran (2009) suggests that a ‘literature survey is the documentation of a comprehensive
review of the published work from secondary sources of the data in the areas of specialist
interest to the researcher.’
It gives an opportunity to strengthen their research by citing what other reliable researchers
have said about the topic. This will prove that researcher is not just writing about any
random topic but there are many other researchers who have also poured their thoughts on
the topic. It also exercises to analyze the area of research. Literature review also helps the
researcher for critical analysis as it enhances the ability to apply to apply reasoning
principles.
ICON Group International had conducted a research on “the 2010-2016 outlook of frozen
yogurt in India. In order to estimate the latent demand for frozen yogurt across the states or
union territories and cites of India, the researcher used a multi-stage approach. In this
research, Latent demand functions relate the income of a state or union territory, city,
household, or individual to realized consumption. This research concluded that the frozen
yogurt market in India is inefficient because of various factors such as lack of international
openness, cultural barriers to consumption, regulations, and cartel-like behavior on the part
of firms.
Flora, R (2002) had conducted a research on health benefits of Frozen Yogurt. He found that
Yogurt contains a live bacterium that provides a host of health benefits. These bacteria may
help us live longer and enhance the immune system. This research was conducted in 2002.
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Jenkins, L (2008) conducted a research on “which gender is experimental on trying new
flavours of icecream.” The result of this research was that Women are more experimental
than men when it comes to icecream flavours. They are more passionate about their choice of
icecream and expressing a keenness to experience different flavours and textures. They also
tend to enjoy rich, creamy indulgent flavours. While men are happiest sticking to what they
know best. For men, the most important consideration when choosing an icecream is portion
size and making sure it will fill them up after a meal.
Kaczorowski, M (2002) of Hamilton has had a study on ice-cream headaches. Her samples
were 145 students from Dalewood Middle school in Hamilton. The research concluded that
headache sensation is caused by the ice cream touching the roof of a person's mouth, and that
when one eats ice cream quickly; this is more likely to happen than when eating slowly. This
was published in the special Christmas double edition of the British Medical Journal.
Dazs, Cohen and et. al(1985) conducted a survey on ice cream consumption in America.
This survey was taken in 1985. They conducted a examination at the local supermarket. The
survey revealed that 67.9 percent of consumers purchased ice cream in the store at least once
a month. 29.7 percent of this group purchases ice cream in the store at least once a week.
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Methodology of this research
C. R Kothari (1985) has mentioned in his book that ‘Research is a way to systematically
solve the research problem.’ Dr. Deryek D Pattron defines ‘Research methodology as a
highly intellectual human activity in the investigation nature and matter and deals
specifically with a manner in which the data is collected analyzed and interpreted.’
Types of research Methodology
There are different types of research methodology depending on the research topic and the
interest of the researcher. The types of research methods are:
fig 3.1 types of research (fieldwork)
The research method used for this research is Quantitative approach. This approach is
measured and expressed in terms of quantity and numerical terms. The quantitative research
HNC- research project Priyanka Katke
research methods
Descriptive
Applied
Analytical
Fundamental
Quantitative
Qualitative
Conceptual
Empirical
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is appropriate to find out how many people tasted ice cream and how many people tasted
Frozen yogurt, how often do they eat icecream or Frozen Yogurt, what factors do they
consider while buying icecream and Frozen yogurt, where they generally eat Frozen yogurt.
Qualitative research was also used for finding why do they think people preference changed
from icecream to Frozen Yogurt.
Sampling:
Sampling is a process of selecting a small group from population to become the basis for
estimating the prevalence of the unknown piece of information regarding the population.
According to Hussey and Hussey, 1997 Sampling depends on whether the researcher is
working within a positivistic paradigm or phenomenological paradigm. This research is a
positivistic study so sampling is a fundamental element for this research. Quota sampling
was used in this research.
The research was to be done on teenagers so the selected samples were among the
researcher’s friends. The questionnaire was prepared on Google docs. [
https://docs.google.com/spreadsheet/viewform?
formkey=dFp0dUhyaVhNX0ZPOWk5ZDBIc180ZFE6MQ ]
It was to be filled online. 30 teenagers filled the form online. Also a questionnaire was
made on Microsoft word which was supposed to be fill by pen or pencil. The researcher
distributed the forms in two Frozen Yogurt parlours. The customers coming there were
supposed to fill the form. So 50 teenagers filled these forms. The target was to get 100
samples the researcher just managed to get 70 samples. 80% of the samples were the
teenagers. The rest 20% people were aged between 22-35.
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Hussey and Hussey (1997) defines the word data as ‘known facts or things used as a basis
for inference or researching.’ there are two types of data, secondary data and primary data.
In this research researcher has used both the types of data.
Secondary data is the ‘data neither collected by the user nor specifically for the user, they
are data created by someone else for their own purpose or for general use.’ The sources of
secondary data are generally from books, journals, Internet etc. Secondary data was used in
this research. All the literature review is taken from journals and Internet. Further the
secondary data source book was also used.
Primary data is the data that is collected by or for the user. These are the fresh data
generated by the researcher itself. The main tools of primary data are Interviews, focus
groups and questionnaire. Out of these tools the researcher has used Questionnaire for her
research.
Hussey and Hussey (1997) defines Questionnaire as a ‘a method for collecting data in
which a selected group of participants are asked to complete a written set of questions to
find out what they do, and think or feel’
This Questionnaire is used to identify the consumer buying habits for icecream and for
Frozen Yogurt. There are two types of questionnaire self-administered and interviewer
administered. Interviewer administered questionnaire are the one that is done face to face
and via telephones. Self-administered questionnaire is the one that is done by delivery and
collection method and online method. The questionnaire used by the researcher is self-
administered.
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There were some non respondents to this questionnaire. The reasons for not responding was
refusal and unavailable. Out of the six Frozen Yogurt parlours only two accepted the
questionnaires. The three parlours refused to take the questionnaire and at one parlour the
manager was unavailable.
Types of questions:
The types of questions used in this questionnaire are given in the following table:
Types Subtypes Questions
Open ended
questions
None There was only one open ended question in
the questionnaire. The questions about why
do they think people’s preference eating is
changing from icecream to Frozen Yogurt.
Closed ended questions There were total 13 closed ended questions in
the questionnaire.
Category The respondents were provided with a set of
categories from which one should be selected.
The questions like how often do they eat
icecream, what do they prefer eating icecream
or Frozen yogurt, where do they get to know
about Frozen Yogurt, their age, their gender,
all these questions were categorical based
questions.
List A list of responses was provided from which
any number of responses was supposed to be
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selected. The questions came under ‘list’ were
which type of promotion will attract them
towards Frozen Yogurt and where do they
generally buy Frozen Yogurt.
Ranking Respondents were asked to place things in
rank order. This provided data on how these
rank in the order of priorities of the
respondent. There were two questions based
on ranking. It was about what factors do they
consider while buying icecream and other was
while buying Frozen yogurt. The factors listed
were price, flavour, health, brand and content.
The researcher used Questionnaire as her tool for sampling because it is easy to administer.
It is also easy to gather data and analyze as compared to interview as it is subjective in
nature. It is less time consuming to be administered and can be done in a group and also
possible to administer via emails.
Validity applies to the design and the methods of the research. Validity in data collection
means that the findings truly represent the phenomenon that the researcher is claiming to
measure. The types of validity that researcher has used in this research are Content validity
and Face validity. Face validity is the least scientific method of validity, as it is not
quantified using statistical methods. It is concerned with whether it seems like we measure
what we claim. The Face validity was obtained by presenting the Questionnaire to multiple
observers and taking their feedback for the same. Content validity represents the entire
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range of possible items the Questionnaire should cover. The researcher feels that the
content validity of the questionnaire is adequate to get the desired conclusion.
Ethical issues of the research:
Wells (1994) defines ‘ethics in terms of code of behaviour appropriate to academics and the
conduct of research.’
Some of the ethical issues the researcher taken care of are: -
The data provided by the participants which are identifiable like their name have been kept
confidential by the researcher. The researcher took into consideration that the method used
for conducting the research protected the respondents from any kind mental or physical
stress. The researcher took the consent of the participants before administering the
Questionnaire.
The ethical issues that researcher could not meet was withdrawal of respondents rights. As
most of the participants were researcher’s friends, they could have made researchee bias
that could have led to demand characteristics.
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Data Analysis
The researcher has done survey on 70 people. The data collected through the questionnaire
has been mentioned below with each category:
1. Gender
fig 5.1 - Gender (fieldwork) - The above pie diagram shows that there were total 40
females (57%) and 30 males (43%) who responded the questionnaire.
2. Age
13-20 21-35 35-45 45 and above0
10
20
30
40
50
60
70
22
8
0 0
28
12
0 0
Age range of respondents
malefemale
no
of r
esp
ond
ants
fig 5.2 – Age (fieldwork) - From the respondents there were 22 males and 28 females
aged between 13-20. There were 8 males and 12 females aged between 21-35.
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male 3043%female 40
57%
Ratio index of the re-spondents
22
3. Occupation
students70%
working(service)17%
working(business)10%
housewife3%
Profession of the respondents
Fig 5.3 - Occupation of respondents (fieldwork) - The diagrams shows that 70% of
respondents were students.
4. Have you ever tasted icecream?
Yes No0
20
40
60
80
300
40
0
Ratio of respondents who tasted Icecream
FemaleMale
Answer
No
of r
esp
ond
ents
Fig 5.4 - Have you ever tasted icecream (fieldwork) - The diagram shows that 40
females had tasted icecream and 30 males had tasted icecream.
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5. Have you ever tasted Frozen yogurt?
yes no0
20
40
60
255
35
5
Ratio of respondents who tasted Frozen Yogurt
femalemale
Answer
no
of r
esp
ond
ents
Fig 5.5 - have ever tasted Frozen Yogurt before? – (Fieldwork) - This diagram shows
that out 70 respondents. 35 females and 25 males had tasted Frozen yogurt before.
6. How often you eat icecream?
13%
46%
23%
18%
Frequency of Icecream consumption of respondents
everydayonce a weektwice a weekonce a mnoth
fig 5.6 - How often do you eat icecream? – (Fieldwork) - 28 respondents (46%) eat
icecream once a week.
7. How often do you eat Frozen yogurt?
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5%
47%
17%
17%
15%
frequency of Frozen Yogurt consumption of respondents
everydayonce a weektwice a weekonce a mnothothers
Fig 5.7 - how often do you eat Frozen yogurt? – (Fieldwork) Out of the respondents
who had tasted Frozen Yogurt 31 respondents (47%) eat Frozen Yogurt once a week.
8. What factor do you consider while buying icecream?
a. Price
1st preference
2nd preference
3rd preference
4th preference
5th preference
0 10 20 30 40 50 60 70
19
9
17
10
15
Price
no of respondents
Fig 5.8 Icecream- Price – (Fieldwork) this diagram shows that 19 respondents give
their first preference to price.
b. Variety of flavour
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1st preference
2nd preference
3rd preference
4th preference
5th prference
0 5 10 15 20 25 30 35 40
35
27
5
3
0
variety of Flavours
no of respondents
Fig 5.9 icecream- variety of flavour – (Fieldwork) - This diagram shows that total 35
respondents give their first preference to variety of flavour.
c. Health factor
1st preference
2nd preference
3rd preference
4th preference
5th prference
0 5 10 15 20 25 30
3
19
25
8
15
Health factor
no of respondents
Fig 5.10 Icecream-health factor – (Fieldwork) - This diagram shows that just 3
respondents give their first preference to health factor.
d. Brand
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1st preference
2nd preference
3rd preference
4th preference
5th prference
0 5 10 15 20 25 30
13
13
17
25
2
Brand
no of respondents
Fig 5.11 Icecream- Brand – (Fieldwork) This diagrams shows that 13 respondents
give their first preference to Brand.
e. Presentation of the product.
1st preference
2nd preference
3rd preference
4th preference
5th prference
0 5 10 15 20 25 30 35 40
1
1
8
24
36
presentation of the product
no of respondents
Fig 5.12 Icecream- presentation of the product – (Fieldwork) - Most of the
respondents give their last preference to presentation of the product.
9. What factor do you consider while buying a Frozen yogurt?
a. Price
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1st preference
2nd preference
3rd preference
4th preference
5th preference
0 10 20 30 40 50 60 70
11
11
15
8
15
Price
no of respondents
Fig 5.13 Frozen Yogurt- (Fieldwork) - Most of the respondents give their fifth
preference to price.
b. Variety of flavour
1st preference
2nd preference
3rd preference
4th preference
5th preference
0 10 20 30 40 50 60 70
25
20
8
7
0
Variety of flavour
no of respondents
Fig 5.14 Frozen Yogurt- variety of flavour- (Fieldwork) - Most of the respondents
give their first preference to the flavour.
c. Health factor
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1st preference
2nd preference
3rd preference
4th preference
5th preference
0 10 20 30 40 50 60 70
16
20
14
6
3
Health factor
no of respondents
Fig 5.15 Frozen yogurt- health factor – (Fieldwork) - Most of the respondents give
their 2nd preference to Health factor.
d. Brand
1st preference
2nd preference
3rd preference
4th preference
5th preference
0 10 20 30 40 50 60 70
6
9
15
28
3
Brand
no of respondents
Fig 16 Frozen Yogurt- Brand- (Fieldwork) - Most of the respondents give their 4th
preference to Brand.
e. Presentation of product
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1st preference
2nd preference
3rd preference
4th preference
5th preference
0 10 20 30 40 50 60 70
3
1
6
11
39
Presentation of the product
no of respondents
Fig 5.17 Frozen Yogurt- Presentation of product- (Fieldwork) - Most of the
respondents give their 5th preference to the presentation of product.
10. What do you prefer eating more?
icecreamFrozen Yogurt
0%
20%
40%
60%
80%
100%
30%70%
30%
70%
Comparison of Icecream v/s Yogurt consumption prefernce
femalemale
Fig 5.18 Preference- (Fieldwork) - This chart shows that out of 70 respondents, 9
males and 12 females prefer eating icecream. 21 males and 28 females prefer eating
Frozen yogurt than icecream.
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11. Why do you think people’s preference is changing from icecream to frozen
Yogurt?
Frozen Yogurt is healthier than icecream…Due to new flavours available...and also because it has good micro organisms present in it...which can help digestion...……it has a better taste combination….Much healthier as compared to ice cream…Its probably because of the health factor which most youngster and middle aged people are taking into consideration…..the presentation is good...with all the toppings like berries…..youngsters wants to try new things….new thing in Mumbai………people are progressing hence they are capable to buy new expensive products……. quality is also better……sometimes icecream are unhealthy……..change in taste…..its good for diet.
12. Which promotion will attract you more to buy Frozen Yogurt?
18
28
21
12
Promotions
Buy 1 get 1 freemembership privilagesseasonal discountstie in promotion with other projects
Fig 5.20 Promotion that will attract the respondents
The results shows that membership privileges will be the best option for promoting
frozen yogurt.
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13. Where do you generally buy Frozen yogurt from?
33%
30%
14%
7%
9%
7%
Place of buying
frozen yogurt parloursuper marketsrestaurantstheaterscanteensothers
Fig 5.21 where do you generally buy frozen yogurt from – (Fieldwork) - Most of the
respondents said that they get frozen yogurt from frozen yogurt parlours and
supermarkets.
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Findings of the research
The survey was done on 70 respondents. The data collected from the questionnaire
has been analyzed and the results are discussed below:
Out of the respondents 40(57%) were females and 30(43%) were males. Out of those
40 females 28 females were aged between 13-20 and 12 females were aged between
21-35. Out of those 30 males 22 males were aged between 13-20 and 8 males were
aged between 21-35. This research was done on youngsters so most of the
respondents were aged between 13-20.
As in occupation, 70% of respondents were students, 17% of respondents were
working as service, 10% of respondents were working as business and 3% of
respondents were housewives. The researcher noticed that those who were aged
between 13-20 they all were students and those who were aged between 21-35 were
among the working class people.
All the respondents have tasted icecream. As icecream are very common in India, it is
obvious that all the respondents had tasted icecream. Frozen yogurt is a new thing in
Mumbai so it may be possible that some of the respondents have never tasted Frozen
Yogurt. However most of the samples were from areas like Bandra, Santacruz,
Andheri and Juhu. Frozen Yogurt is now common in these areas so 60 respondents
had tasted Frozen Yogurt before. Whereas 10 respondents never tasted frozen yogurt
before. The reason for tasting maybe because it is not available to in their areas or
they never heard about Frozen Yogurt or it maybe expensive for their budget. also the
researcher mentioned earlier that icecream were introduced 200 years before the
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introduction of frozen yogurt, so this may be the reason that all respondents have
tasted icecream.
Talking about how often do they taste ice cream, 46% of respondents eats ice cream
once a week, 23% of respondents eats icecream twice a week, 18% of respondents
eats icecream once a month and 13% of respondents eats icecream everyday.
The results have shown that 47% of respondents eat ice cream once a week, this
shows that whether its icecream or Frozen Yogurt people prefer eating it once a week.
This is maybe because of expense factor or maybe they eat such things only when
they hangout with their friends.
The results have shown that while buying icecream most of the respondents give their
first preference to the flavours, second preference to Brand, third preference to health
factor, fourth preference to price and last preference to presentation of product.
Whereas wile buying Frozen Yogurt they give their first preference health factor,
second preference to variety of flavours, third preference to Brand, fourth preference
to price and last preference to presentation of product.
In both the cases, presentation of product doesn’t really matters much. Presentation of
product refers to how they serve the product, with what all toppings they serve the
product. Same preference (fourth) is given to price also. In India, a normal icecream
is sold for almost 40rs and Frozen Yogurt is sold for almost 80rs. Frozen Yogurt’s
price is almost double the price of icecream still price has the fourth preference in
both cases. Health is considered as the most important factor while buying Frozen
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Yogurt that because it is it contains a bacteria which makes the yogurt healthier than
then icecream.
Out of the 70 respondents 49(71%) respondents prefer eating Frozen Yogurt than
icecream. 21(29%) respondents prefers eating icecream. this shows that most of the
consumer prefer eating Frozen Yogurt. Whereas ten years back icecream was more
famous. Out of those 49 respondents 28 were females. Earlier research done on
gender preferences which researcher has mentioned in literature review shows that
females are more experimental in trying out new flavours, the same result has been
obtained in this research. For increasing its sale the producers should try promotions
like Membership privileges, seasonal discounts, tie in promotion with other products
etc. However according to this research, Membership privileges are the most effective
promotion for increasing the sale of Frozen Yogurt. Membership privileges are more
useful for frequent users, as they become the member of that frozen Yogurt parlour
they more discounts. Most of the people buy Frozen Yogurt from Frozen Yogurt
parlours and supermarkets. Frozen Yogurt is a new thing in Mumbai hence it is not
easily available in all places.
The reason behind the shift of consumer preference from icecream to Frozen Yogurt
is mainly because of the health reasons. Youngsters in Mumbai nowadays are more
concerned about their health and prefer eating more healthy food. The research
conducted by Robert Flora mentioned in literature review explains that Bacteria
present in frozen Yogurt helps in developing the immune systems and help us live
longer. Just 2-3 years back Frozen Yogurt came in Mumbai so its some new thing in
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Mumbai. Youngsters in Mumbai prefers trying new things rather than sticking to
older ones. Also with the health factor, frozen yogurt is tastier than icecream. All
these factors have made frozen Yogurt a big success in Mumbai.
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Conclusion
This research was about finding ‘consumer preference for Frozen Yogurt over
icecream in Mumbai.’ At the start of the research the researcher mentioned her
hypothesis as ‘more no of people in Mumbai prefers eating Frozen Yogurt over
icecream.’ for finding the result a survey was conducted in which 70 people
participated.
A questionnaire was prepared and the participants were asked to fill it. After this the
data was collected and analyzed by the researcher.
The result of this data as proved that the hypothesis prepared by the researcher was
absolutely right.
This is proven that more no of people especially youngsters prefer eating Frozen
yogurt over icecream. The main reason for this shift is because frozen yogurt is
healthier and tastier than icecream also it has become a new trend in Mumbai.
Hence researcher’s objective met and there should be many more shops of Frozen
yogurt not only in western side of Mumbai but also in the other parts of Mumbai and
India.
However this research can be conducted further in other parts of India. This research
can also be done for larger population. More standardized tool could have been used
for the research.
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Appendix 1: Sample questionnaireConsumer preference for Frozen Yogurt in Mumbai
Dear Sir/ Madam,I am studying in the BBA program from RIMS International School of Business and Technology. I am doing a small research to understand the consumer preference for Frozen Yogurt over Icecream in Mumbai. I would kindly request you fill this form truthfully.
1.Name: ___________________________
2. Gender: ☐M ☐F
3. Age: ☐13-20 ☐21-35 ☐35-45 ☐Above45+
4.Occupation: ☐Student ☐Working (service) ☐Working (business) ☐Housewife
5. Have you ever tasted icecream before? ☐Yes ☐No
6. Have you ever tasted Frozen yogurt before? ☐Yes ☐No
7. What do you eat often?☐Icecream ☐Frozen yogurt ☐Both
8. How often do you eat icecream?☐Everyday ☐Twice a week ☐Once a week ☐Once a month
9. How often do you eat yogurt?☐Everyday ☐Twice a week ☐once a week ☐once a month
10. What factors do you consider while buying:(Tick the factors where 1 being the most preferred and 5 being the least preferred)Icecream:
1 2 3 4 5PriceFlavourHealth factorPresentation of productBrandContent
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10. Frozen yogurt:1 2 3 4 5
PriceFlavorHealth factorPresentation of productBrandContent
11. What do you prefer eating more?☐icecream ☐frozen yogurt
12. Why do you think people’s preference is changing from icecream to frozen yogurt?
13. Where do you generally buy frozen yogurt?☐restaurants ☐supermarket ☐frozen yogurt parlours ☐canteens ☐theaters
15. Which type of promotions will attract you buy more of frozen yogurt?☐buy1 get 1 free☐seasonal discount☐membership privileges☐tie in promotion with other products
Thank you.
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Bibliography
Books:
VIVA Books private ltd, 2009, business essentials: research project, Vinod Vasishtha: New Delhi.
C.R Kothari, 2008, Research Methodology, second Edition, [Available at:http://books.google.co.in/books?id=8c6gkbKi-F4C&printsec=frontcover&dq=c+r+kothari+research+methodology&hl=en&sa=X&ei=UZzNT_ThEoXLrQeI49T4Cg&ved=0CDkQ6AEwAA#v=onepage&q&f=false]
Wayne Godard, Stuart Melville, 2004, research Methodology.[Available at: http://books.google.co.in/books?id=bJQJpsU2a10C&printsec=frontcover&dq=research+methodology&hl=en&sa=X&ei=f3_PT4PaEYWnrAfwuuCNDA&ved=0CEUQ6AEwAg#v=onepage&q=research%20methodology&f=false]
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Other Sources
http://linguistics.byu.edu/faculty/henrichsenl/ResearchMethods/RM_2_18.html
Lecture 9 researches Validity, Research Project.
[Fill your plate, 22nd June 2010,seven known facts about ice creams available at http://fillyourplate.wordpress.com/2010/06/22/7-little-known-facts-about-ice-cream/]
[Josie’s yogurt, Jan 2009, five fun facts about frozen yogurt, available at http://www.josiesyogurt.com/blog/5-fun-facts-about-frozen-yogurt
http://www.researcherstream.com/Presentation/drpattron68-138583-Research-Methodology-CONTENTS-Constitutes-Topic-Select-Limitations-method-Entertainment-ppt-powerpoint/
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