research on frozen yogurt market

63
Research Project Priyanka Katke BBA-HNC Teacher incharge: Ms. Sonam Mehta Consumer preference for Frozen Yogurt

Upload: shalaka-grewal

Post on 07-Nov-2014

115 views

Category:

Documents


0 download

DESCRIPTION

how Frozen Yogurt is Capturing the ice cream Market.

TRANSCRIPT

Page 1: research on Frozen Yogurt Market

AdminPriyanka Katke

BBA-HNCTeacher incharge: Ms. Sonam Mehta

Consumer preference for Frozen Yogurt

Page 2: research on Frozen Yogurt Market

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

Rules and regulations:

Plagiarism is presenting somebody else’s work as your own. It includes: copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the procedures set down by the College. Please see your student handbook for further details of what is / isn’t plagiarism.

Coursework Regulations  

1 Submission of coursework must be undertaken according to the relevant procedure – whether online or paper-based. Lecturers will give information as to which procedure must be followed, and details of submission procedures and penalty fees can be obtained from Academic Administration or the general student handbook.

2 All coursework must be submitted to the Academic Admin Office and a receipt must be obtained. Under no circumstances can other College staff accept them. Please check the Academic Admin Office opening hours.

3 Late coursework will be accepted by Academic Admin Office and marked according to the guidelines given in your Student Handbook for this year.

4 If you need an extension (even for one day) for a valid reason, you must request one. Collect a coursework extension request form from the Academic Admin Office. Then take the form to your lecturer, along with evidence to back up your request. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick. The completed form must then be returned to Academic Admin for processing. This is the only way to get an extension.

5 General guidelines for submission of coursework:a) All work must be word-processed and must be of “good” standard.b) Document margins shall not be more than 2.5cm or less than 1.5cmc) Font size in the range of 11 to 14 points distributed to including headings and

body text. Preferred typeface to be of a common standard such as Arial or Times New Roman for the main text.

d) Any computer files generated such as program code (software), graphic files that form part of the course work must be submitted either online with the documentation or on a CD for paper submissions.

e) The copy of the course work submitted may not be returned to you after marking and you are advised to have your personal copy for your reference.

f) All work completed, including any software constructed may not be used for any purpose other than the purpose of intended study without prior written permission from St Patrick’s International College.

 Remember to keep your coursework receipt.

HNC- research project Priyanka Katke

AssignmentBrief - General

2

Page 3: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 3

Page 4: research on Frozen Yogurt Market

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:

HNC- research project Priyanka Katke

Cross reference to learning outcome and assessment criteria

Cross reference to learning outcome and assessment criteria

4

Page 5: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 5

Page 6: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 6

Page 7: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 7

Page 8: research on Frozen Yogurt Market

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/]

HNC- research project Priyanka Katke 8

Page 9: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 9

Page 10: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 10

Page 11: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 11

Page 12: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 12

Page 13: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 13

Page 14: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 14

Page 15: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 15

Page 16: research on Frozen Yogurt Market

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

16

Page 17: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 17

Page 18: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 18

Page 19: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 19

Page 20: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 20

Page 21: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 21

Page 22: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke

male 3043%female 40

57%

Ratio index of the re-spondents

22

Page 23: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 23

Page 24: research on Frozen Yogurt Market

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?

HNC- research project Priyanka Katke 24

Page 25: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 25

Page 26: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 26

Page 27: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 27

Page 28: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 28

Page 29: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 29

Page 30: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 30

Page 31: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 31

Page 32: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 32

Page 33: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 33

Page 34: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 34

Page 35: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 35

Page 36: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 36

Page 37: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 37

Page 38: research on Frozen Yogurt Market

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

HNC- research project Priyanka Katke 38

Page 39: research on Frozen Yogurt Market

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.

HNC- research project Priyanka Katke 39

Page 40: research on Frozen Yogurt Market

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]

HNC- research project Priyanka Katke 40

Page 41: research on Frozen Yogurt Market

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/

HNC- research project Priyanka Katke 41

Page 42: research on Frozen Yogurt Market

HNC- research project Priyanka Katke 42