sipmarket research

7/27/2019 Sipmarket Research

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Annexure-

List of tables-

Table-1: TOMA

Table-2: Frequency of visit

Table-3: Preferred Ice-cream parlor

Table-4: Visit a brand since Table-5: Factor customer likes about the ice-cream parlor

Table-6: Average expenditure per visit per person

Table-7: Opportunity Score Matrix

Table-8: Modified Multidimensional scaling (MMDS)- Master table

Table-9: Factor analysis

Table-10: Component identification table

Table-11: Number of members in each cluster


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Table-12: Conjoint Analysis Summary

Table-13: TOMA v/s AGE

Table-14: TOMA v/s AGE Chi-Square Test

Table-15: TOMA v/s INCOME

Table-16: TOMA v/s INCOME

Chi-Square Test Table-17: TOMA v/s OCCUPATION

Table-18: TOMA v/s OCCUPATION Chi-Square Test

Table-19: TOMA v/s EDUCATIONAL BACKGROUND

Table-20: TOMA v/s EDUCATIONAL BACKGROUND Chi-Square Test

Table-21: Occupation v/s Expenditure per visit per person

Table-22: Occupation v/s Expenditure per visit per person- Chi-Square Test


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List of Charts-

Chart-1: TOMA

Chart-2: Frequency of visit

Chart-3: Preferred Ice-cream parlor

Chart-4: Average expenditure per visit per person

Chart-5: MMDS- Quality Chart-6: MMDS- Affordability

Chart-7: MMDS- Variety

Chart-8: MMDS- Ambience

Chart-9: MMDS- Offers

Chart-10: MMDS- Low-fat product

Chart-11: Cluster-1: Occupation

Chart-12: Cluster-1: Educational Background

Chart-13: Cluster-2: Occupation

Chart 14: Cluster-2: Educational Background


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INTRODUCTION

The Ice-cream industry in India is reflective of overall populationdistribution.

30% of entire market is organized.

The Ice-cream industry in India is worth Rs. 2000 crores.

The industry can be divided into branded and unbranded market. Thebranded market at present is 100 million liters per annum valued at Rs.800 crores


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A gradual shift in consumers perception of ice cream from

an impulse/on-the-go treat to an affordable indulgence tobe enjoyed at home with family members.

Baskin Robbins became huge success with its premium ice-creams which lead to increased demand for more exoticand indulgent flavours of packaged ice cream in 2010

Brands such as Amul, Vadilal responded strongly to thisshift

Trends Why organized parlors?


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Major players

Amul

Baskin Robbins

Naturals

Gelato

Mc D


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Objective

Main objective

Understanding market scenario for Organized

Ice-cream parlor


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Sub-Objective

Customer perception about Ice-cream served by organized parlors

To understand customer consumption pattern based on lifestyle etc.

Designing positioning statement for organized ice-cream parlor


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Methodology

The methods used for data collection were primary as well as

secondary.

Primary data collectionQuantitative analysis: Stratified Random Sampling from

different age groups and different occupation.

Secondary data collection: Websites and even articles

from newspapers available on the internet.The research design that was followed was of Exploratory and

Descriptive Research.


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Limitations

The survey done on theconsumers are only fromMumbai, so the report does not

show the preferences of theconsumers all through out India.


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Analysis


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Name ice-cream parlors you can recollectFrequency Percent Valid Percent

Valid Baskin &Robins38 21.11111 21.11111

Naturals 64 35.55556 35.55556Gelato 20 11.11111 11.11111Amul 46 25.55556 25.55556McDonalds 8 4.444444 4.444444Other 4 2.222222 2.222222Total 180 100 100


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How frequently you go to an Ice-cream parlor?Frequency Percent Valid Percent

Valid Once in a week 64 35.55556 35.55556Once in a fortnight 42 23.33333 23.33333Once in a month 70 38.88889 38.88889

Never 4 2.222222 2.222222Total 180 100 100


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Which ice-cream parlor you go very frequently?Frequency Percent Valid

PercentValid Baskin &Robins 40 22.22222 22.22222

Naturals 48 26.66667 26.66667Gelato 48 26.66667 26.66667Amul 32 17.77778 17.77778

McDonalds 12 6.666667 6.666667Total

180

100

100


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For how long you are visiting this ice-cream parlor?Frequency Percent Valid

PercentValid Less than 3

months 46 25.55556 25.555563 months- 1

year 38 21.11111 21.111111-3 years 58 32.22222 32.22222

More than 3

years 38 21.11111 21.11111Total 180 100 100

What do you like the most about Ice-cream parlor you visit regularlyFrequency Percent Valid Percent

Valid The quality isgood 56 31.11111 31.11111

Variety Availableto choose from 70 38.88889 38.88889

Locational

Convinience 38 21.11111 21.11111Affordability 12 6.666667 6.666667

Offers 4 2.222222 2.222222Total 180 100 100


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How much do you spend per person per visit?Frequency Percent Valid

PercentValid Rs. 20-30 6 3.333333 3.333333

Rs. 40-70 75 41.66667 41.66667Rs. 70-100 68 37.77778 37.77778More than

Rs.100 31 17.22222 17.22222Total 180 100 100


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-0.10 -0.05 0.00 0.05 0.10 0.15

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

Quality


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-0.50 -0.40 -0.30 -0.20 -0.10 0.00 0.10 0.20 0.30 0.40

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

Affordability


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MMDS Variety

-0.20 -0.10 0.00 0.10 0.20 0.30 0.40

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

Variety


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-0.30 -0.20 -0.10 0.00 0.10 0.20 0.30

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

Ambience


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MMDS- Offers

-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

Offers


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-0.60 -0.40 -0.20 0.00 0.20 0.40

Baskin & Robins

Naturals

Gelato

Amul

McDonalds

Low-Fat Products


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ParameterImportance

I

Satisfaction

SI-S Opportunityscore=

I+(I-S)Quality 3.7444 3.7556 0 3.7444Variety 3.6889 3.7889 0 3.6889

Availability of flavors 3.7667 3.7778 0 3.7667Offers 3.5444 3.1444 0.4 3.9444

Affordability 3.5667 3.2556 0.3111 3.878

Low-fat products 3.1444 2.9444 0.2 3.3444

Location 3.5222 3.2667 0.2555 3.777

Ambience 3.8667 3.5889 0.2778 4.145


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KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of

Sampling Adequacy.0.697

Bartlett's Test of Sphericity Approx. Chi-Square 857.773

df 55

Sig. 0


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Component 1 Component 2 Component 3 Component 4

Is overall a good

product

Offers you a low-

fat product

Is where one can

have ice-cream at

any time of the day

Is place to go on

special occasions

like Birthday and

festivals

Is a place for me

where I can

hangout with my

family

Is very close to my

place

Is where one can

have ice-cream

after every meal

Is a place with good

ambience

Is very good place

for quality

Offers you value for

money

Offers you wide

variety of flavors to

choose from


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Cluster analysis

Hierarchical mean-

From agglomeration schedule it is observed

that there are 2 clusters.

K-mean method-

Number of Cases in each Cluster

Cluster 1 962 84

Valid 180

Missing 0


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Cluster Characteristics

Cluster 1-

Average age 28.60 years

Gender ratio- 1:1

Average monthly income- Rs. 24,427.08

29.1666

6667

50

14.5833

33336.25

Occupation

Student

Service

Housewife

Unemployed

37.5

47.916

66667

12.5

2.0833

33333

Educational Background

Under-

graduate

Graduate

Post-

graduate


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Cluster Characteristics

Cluster 2-

Average age 29.55 years

Gender ratio- 64.3:35.7

Average monthly income- Rs. 34,821.42

28.5714

2857

50

14.2857

14297.14285

7143

Occupation

Student

Service

33.333

33333

50

16.666

66667

Educational Background

Under-

graduate

Graduate

Post-

graduate


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Parameters Part utilities Range

STRAWBERRY -0.592 1.252

SITAFAL (CUSTARD APPLE) 0.66

SEASONED BROWNIE -0.068

Rs.30 -0.98 1.678

Rs.60 0.282Rs.90 0.698

Single scoop -1.319 2.336

Double scoop -0.302

Family pack 1.017

Most important parameter- Quantity

Most important combination- Sitafal, Family Pack & Rs.90


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ToMA v/s Age-

ToMA 1Total

Baskin &

RobinsNaturals Gelato Amul McDonalds Other

Age

Less than 15

yearsCount 2.00 4.00 0.00 2.00 2.00 0.00 10.00

% of Total 1.10% 2.20% 0.00% 1.10% 1.10% 0.00% 5.60%

15-30 years Count 32.00 38.00 8.00 24.00 6.00 4.00 112.00

% of Total 17.80% 21.10% 4.40% 13.30% 3.30% 2.20% 62.20%

31-45 years Count 0.00 16.00 10.00 18.00 0.00 0.00 44.00

% of Total 0.00% 8.90% 5.60% 10.00% 0.00% 0.00% 24.40%

46-60 yearsCount 4.00 6.00 2.00 2.00 0.00 0.00 14.00

% of Total 2.20% 3.30% 1.10% 1.10% 0.00% 0.00% 7.80%

Total Count 38.00 64.00 20.00 46.00 8.00 4.00 180.00

% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-

Square 37.425a 15 0.001

Likelihood Ratio 47.393 15 0

Linear-by-Linear

Association 0.049 1 0.824

N of Valid Cases 180


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Name ice-cream parlors you can recollect

Baskin &

RobinsNaturals Gelato Amul McDonalds Other Total

Monthly

Family

Income

Less than

Rs. 25000Count 14 12 8 14 2 2 52

% of Total 7.80% 6.70% 4.40% 7.80% 1.10% 1.10% 28.90%

Rs. 25001-

35000

Count 10 36 10 8 6 0 70

% of Total 5.60% 20.00% 5.60% 4.40% 3.30% 0.00% 38.90%

Rs. 35001-

45000Count 14 14 2 10 0 0 40

% of Total 7.80% 7.80% 1.10% 5.60% 0.00% 0.00% 22.20%

Rs. 45001-

55000Count 0 0 0 14 0 2 16

% of Total 0.00% 0.00% 0.00% 7.80% 0.00% 1.10% 8.90%

Rs. 55001-65000

Count 0 2 0 0 0 0 2

% of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10%

Total Count 38 64 20 46 8 4 180

% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-

Square 75.990a 20 0Likelihood Ratio 79.101 20 0

Linear-by-Linear




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Total

Baskin &

Robins Naturals Gelato Amul McDonalds Other

Occupation

Student Count 16 14 2 14 6 0 52

% of Total 8.90% 7.80% 1.10% 7.80% 3.30% 0.00% 28.90%

Service Count 14 38 10 26 0 2 90

% of Total 7.80% 21.10% 5.60% 14.40% 0.00% 1.10% 50.00%

Self-

employed/

professiona

l

Count 6 6 0 0 0 0 12

% of Total 3.30% 3.30% 0.00% 0.00% 0.00% 0.00% 6.70%

Housewife Count 2 6 4 6 2 0 20

% of Total 1.10% 3.30% 2.20% 3.30% 1.10% 0.00% 11.10%

Unemploye

d

Count 0 0 4 0 0 2 6

% of Total 0.00% 0.00% 2.20% 0.00% 0.00% 1.10% 3.30%

Total Count 38 64 20 46 8 4 180

% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-

Square 83.173a 20 0

Likelihood Ratio 68.264 20 0

Linear-by-Linear




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TotalBaskin &

RobinsNaturals Gelato Amul

McDonald

sOther

Educational

Qualificati

on

Under-

graduateCount 20 24 2 18 0 0 64

% of Total 11.10% 13.30% 1.10% 10.00% 0.00% 0.00% 35.60%

Graduate Count 16 32 12 24 2 2 88

% of Total 8.90% 17.80% 6.70% 13.30% 1.10% 1.10% 48.90%

Post-

graduateCount 2 6 6 4 6 2 26

% of Total 1.10% 3.30% 3.30% 2.20% 3.30% 1.10% 14.40%

Professio

nalCount 0 2 0 0 0 0 2

% of Total 0.00% 1.10% 0.00% 0.00% 0.00% 0.00% 1.10%

Total Count 38 64 20 46 8 4 180

% of Total 21.10% 35.60% 11.10% 25.60% 4.40% 2.20% 100.00%


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-

Square 48.400a 15 0Likelihood Ratio 43.076 15 0

Linear-by-

Linear




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How much do you spend per person per visit?

TotalRs. 20-30 Rs. 40-70 Rs. 70-100

More than

Rs.100

Occupation

Student Count 6 30 13 3 52

% of Total 3.30% 16.70% 7.20% 1.70% 28.90%

Service Count 0 29 41 20 90

% of Total 0.00% 16.10% 22.80% 11.10% 50.00%Self-

employed/

professionalCount 0 6 6 0 12

% of Total 0.00% 3.30% 3.30% 0.00% 6.70%

Housewife Count 0 10 2 8 20

% of Total 0.00% 5.60% 1.10% 4.40% 11.10%

Unemployed Count 0 0 6 0 6

% of Total 0.00% 0.00% 3.30% 0.00% 3.30%

Total Count 6 75 68 31 180

% of Total 3.30% 41.70% 37.80% 17.20% 100.00%


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 51.723a 12 0

Likelihood

Ratio 56.814 12 0

Linear-by-

Linear

Association 9.702 1 0.002N of Valid Cases 180


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