Major Project Report submitted towards the partial fulfilment of

BACHELOR OF COMMERCE

MAJOR PROJECT REPORT

On

STUDY OF BRAND PREFERENCE OF ICE CREAM: KWALITY WALL’S AND AMUL

BATCH 2018-2021

SUBMITTED BY: SUBMITTED TO:

Ravisha Grover Dr. Aarti Suryavanshi

42720688818 Assistant Professor

TRINITY INSTITUTE OF PROFESSIONAL STUDIES

Affiliated to Guru Gobind Singh Indraprastha University

i
 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work STUDY OF BRAND PREFERENCE OF ICE CREAM : KWALITY
WALL’S AND AMUL made by Ravisha Grover (42720688818) is an authentic work carried out by her under
guidance and supervision of Dr. Aarti Suryavanshi.

The project report submitted has been found satisfactory for the partial fulfillment of the degree of Bachelor
of Commerce.

Project Supervisor Signature:

ii
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feelings towards my mentors who graciously gave
me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly approach. It would
have been difficult to achieve the results without their help.

I deem it my duty to record my gratitude towards the Project Supervisor, Dr. Aarti Suryavanshi who
devoted her precious time to interact, guide and gave me the right approach to accomplish the task and
also helped me to enhance my knowledge and understanding of the project.

Signature:

Name: Ravisha Grover

Enrolment No.:42720688818
Course: B.com (hons)
Semester/Shift: 6th Semester, 1st Shift

iii
 DECLARATION

I hereby declare that the following documented Project titled " STUDY OF BRAND PREFERENCE OF
ICE CREAM : KWALITY WALL’S AND AMUL " is an original work in partial fulfilment of requirement
for the award of degree of Bachelor of commerce at Trinity Institute of Professional Studies, Dwarka, New
Delhi.
I hereby certify that all the endeavor put in the fulfillment of the task are genuine and original to the
best of my knowledge and I have not submitted it earlier elsewhere.

Signature:

Ravisha Grover
42720688818
B.Com (h)
6th semester 1st shift

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 TABLE OF CONTENT

S.NO PARTICULARS Page no

1 Chapter-1 (Introduction & literature review)
• Introduction of ice cream
• Evolution of ice cream 1-21
• Introduction of ice cream : Kwality Wall’s and amul
• History of ice cream: Kwality Wall’s and amul
2. Chapter-2 Literature Review 22-25

3. Chapter-3 (Research objectives & Methodology)

• Research objectives of the study
• Research Methodology
• Research design
• Types of research design Data Collection
• Sources of data collection(primary &secondary)
• Sampling design
• Population/universe
26-29
• Sampling unit
• Sampling size
• Sampling area
• Sampling technique
• Sampling instrument
• No of questions
• Types of question
4. Chapter-4 (Data processing, Analysis & Interpretation) 30-53
• Data processing
• Analysis of the problem under study
• Interpretation of the result
5. Findings 54
6. Limitations 56
7. Recommendations 58
8. Conclusion 60
9. Bibliography 62
10. Annexure 63-65

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CHAPTER – I
INTRODUCTION

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 INTRODUCTION OF ICE CREAM

Ice cream (derived from earlier cream ice) is a sweetened frozen food typically eaten as a snack or dessert. It
may be made from dairy milk or cream and is flavored with a sweetener, either sugar or an alternative, and
a spice, such as cocoa or vanilla, or with fruit such as strawberries or peaches. It can also be made by whisking
a flavored cream base and liquid nitrogen together. Colorings are sometimes added, in addition to stabilizers.
The mixture is cooled below the freezing point of water and stirred to incorporate air spaces and to prevent
detectable ice crystals from forming. The result is a smooth, semi-solid foam that is solid at very low
temperatures (below 2 °C or 35 °F). It becomes more malleable as its temperature increases.
The meaning of the name "ice cream" varies from one country to another. Terms such as "frozen custard",
"frozen yogurt", "sorbet", "gelato", and others are used to distinguish different varieties and styles. In some
countries, such as the United States, "ice cream" applies only to a specific variety, and most governments
regulate the commercial use of the various terms according to the relative quantities of the main ingredients,
notably the amount of cream. Products that do not meet the criteria to be called ice cream are sometimes labelled
"frozen dairy dessert" instead. In other countries, such as Italy and Argentina, one word is used for all variants.
Analogues made from dairy alternatives, such as goat's or sheep's milk, or milk
substitutes (e.g., soy, cashew, coconut, almond milk or tofu), are available for those who are lactose
intolerant, allergic to dairy protein, or vegan.
Ice cream may be served in dishes, for eating with a spoon, or licked from edible cones. Ice cream may be
served with other desserts, such as apple pie, or as an ingredient in ice cream floats, sundaes, milkshakes, ice
cream cakes and even baked items, such as Baked Alaska.

History

Origins
The origins of frozen desserts are obscure although several accounts exist about their history. Some sources
describe ice cream-like foods as originating in Persia as far back as 550 BCE while others claim that the Roman
Emperor Nero had ice collected from the Apennine Mountains to produce the first sorbet mixed with honey and
wine, although sorbet is nowadays believed have been invented in Persia. Other accounts say ice cream
originated in the Mongol Empire and first spread to China during its expansion.
Its spread throughout Europe is sometimes attributed to Arab traders, but more often to Marco Polo. Though
it's not mentioned in any of his writings, Polo is often credited with introducing sorbet-style desserts to Italy
after learning of it during his travels to China. The Italian duchess Catherine de' Medici is said to have
introduced flavored sorbet ices to France when she brought some Italian chefs with her to France upon marrying
the Duke of Orléans (Henry II of France) in 1533. One hundred years later, Charles I of England was reportedly
so impressed by the "frozen snow" that he offered his own ice cream maker a lifetime pension in return for
keeping the formula secret, so that ice cream could be a royal prerogative. There is no evidence to support any
of these legends.
Snow was used to cool drinks in Greece around 500 BC and Hippocrates is known to have criticized chilled
drinks for causing "fluxes of the stomach". Snow collected from the lower slopes of mountains was unsanitary
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and iced drinks were believed to cause convulsions, colic and a host of other ailments. Seneca criticized the
extravagant costs associated with iced desserts in an era without refrigeration.
Despite this, ice and snow were prized ingredients in ancient cuisines
including Japanese, Chinese, Greek and Roman cuisines. Ancient Egyptian hieroglyphs show a snow-filled
vessel next to fruit juice. There are Tang dynasty records of a chilled dessert made with
flour, camphor and water buffalo milk and recipes for snow-chilled sweets are included in a 1st-century Roman
recipe book. There are Persian records from the 2nd century AD for sweetened chilled drinks with ice made by
freezing water in the desert at night.
Ice cream was made possible only by the discovery of the endothermic effect. Prior to this, cream could only
be chilled but not frozen. It was the addition of salt that lowered the melting point of ice, which had the effect
of drawing heat from the cream and allowing it to freeze. The first known record of this comes from the Indian
poem Pancatantra, dating to the 4th century AD. The earliest written description of the process is known not
from culinary texts, but the 13th-century writings of Ibn Abu Usaybia concerning medicine. The technique of
"freezing" is not known from any European sources prior to the 16th century.

South Asia
Kulfi inside a matka pot from India. In the sixteenth century, the
emperors of the Mughal Empire used relays of horsemen to bring ice
from the Hindu Kush to Delhi, where it was used in fruit
sorbets. Qulfi (also known as Kulfi) is a popular frozen dairy dessert
from the Indian subcontinent and is often described as "traditional South
Asian ice cream". It originated in the sixteenth century in the Mughal
Empire and was actually adopted from bastani sonnati, a Persian ice
cream.

Europe
The first recipe in French for flavored ices appears in 1674, in Nicholas Lemery's Recueil de curiositéz rares et
nouvelles de plus admirables effets de la nature. Recipes for sorbetti saw publication in the 1694 edition of
Antonio Latini's Lo Scalco alla Moderna (The Modern Steward). Recipes for flavoured ices begin to appear in
François Massialot's Nouvelle Instruction pour les Confitures, les Liqueurs, et les Fruits, starting with the 1692
edition. Massialot's recipes result in a coarse, pebbly texture. Latini claims that the results of his recipes should
have the fine consistency of sugar and snow. Ice cream recipes first appeared in England in the 18th century.
The recipe for ice cream was published in Mrs. Mary Eales's
Receipts in London in 1718. Noblewomen eating ice cream in a
French caricature, 1801 to ice cream. Take Tin Ice-Pots, fill them with
any Sort of Cream you like, either plain or sweeten’d, or Fruit in it; shut
your Pots very close; to six Pots you must allow eighteen or twenty
Pound of Ice, breaking the Ice very small; there will be some great
Pieces, which lay at the Bottom and Top: You must have a Pail, and lay
some Straw at the Bottom; then lay in your Ice, and put in amongst it a
Pound of Bay-Salt; set in your Pots of Cream, and lay Ice and Salt
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between every Pot, that they may not touch; but the Ice must lie round them on every Side; lay a good deal of
Ice on the Top, cover the Pail with Straw, set it in a Cellar where no Sun or Light comes, it will be froze in four
Hours, but it may stand longer; then take it out just as you use it; hold it in your Hand and it will slip out. When
you wou’d freeze any Sort of Fruit, either Cherries, Raspberries, Currants, or Strawberries, fill your Tin-Pots
with the Fruit, but as hollow as you can; put to them Lemmonade, made with Spring-Water and Lemmon-Juice
sweeten’d; put enough in the Pots to make the Fruit hang together, and put them in Ice as you do Cream.

North America
Soft serve ice cream was invented in the United States. An early North
American reference to ice cream is from 1744: "Among the rarities was some
fine ice cream, which, with the strawberries and milk, eat most deliciously."
Quaker colonists introduced ice cream to the United States, bringing their
ice cream recipes with them. Confectioners sold ice cream at their shops
in New York and other cities during the colonial era. Ben Franklin, George
Washington, and Thomas Jefferson were known to have regularly eaten and
served ice cream. Records, kept by a merchant from Catham street, New
York, show George Washington spending approximately $200 on ice cream
in the summer of 1790. The same records show President Thomas Jefferson having an 18-step recipe for ice
cream. First Lady Dolley Madison, wife of U.S. President James Madison, served ice cream at her
husband's Inaugural Ball in 1813.
Small-scale hand-cranked ice cream freezers were invented in England by Agnes Marshall and in America
by Nancy Johnson in the 1840s. The most popular flavours of ice cream in North America (based on consumer
surveys) are vanilla and chocolate.

Expansion in popularity

In the Mediterranean, ice cream appears to have been accessible to ordinary people by the mid-eighteenth
century. Ice cream became popular and inexpensive in England in the mid-nineteenth century, when Swiss
émigré Carlo Gatti set up the first stand outside Charing
Cross station in 1851. He sold scoops in shells for one penny. Prior
to this, ice cream was an expensive treat confined to those with
access to an ice house. Gatti built an 'ice well' to store ice that he
cut from Regent's Canal under a contract with the Regent's Canal
Company. By 1860, he expanded the business and began importing
ice on a large scale from Norway.
In New Zealand, a newspaper advertisement for ice cream appeared
in 1866, claiming to be the first time ice cream was available
in Wellington. Commercial manufacturing was underway in
1875. Ice cream rapidly gained in popularity in New Zealand
throughout the 20th century. By 2018, exported ice cream products included new flavors such as “matcha” to
cater specifically to Asian markets.
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Agnes Marshall, regarded as the "queen of ices" in England, did much to popularize ice cream recipes and make
its consumption into a fashionable middle-class pursuit. She wrote four books: The Book of Ices (1885), Mrs.
A.B. Marshall's Book of Cookery (1888), Mrs. A.B. Marshall's Larger Cookery Book of Extra Recipes (1891)
and Fancy Ices (1894) and gave public lectures on cooking. She even suggested using liquid nitrogen to
make ice cream.
Ice cream soda was invented in the 1870s, adding to ice cream's popularity. The invention of this cold treat is
attributed to American Robert Green in 1874, although there is no conclusive evidence to prove his claim.
The ice cream sundae originated in the late 19th century. Several men claimed to have created the first sundae,
but there is no conclusive evidence to support any of their stories. Some sources say that the sundae was invented
to circumvent blue laws, which forbade serving sodas on Sunday. Towns claiming to be the birthplace of the
sundae include Buffalo, Two Rivers, Ithaca, and Evanston. Both the ice cream cone and banana split became
Popular in the early 20th century. Agnes Marshall, "queen of ices", instrumental in making ice-cream
fashionable
The first mention of the cone being used as an edible receptacle for the ice cream is in Mrs. A.B. Marshall's
Book of Cookery of 1888. Her recipe for "Cornet with Cream" said that "the cornets were made with almonds
and baked in the oven, not pressed between irons". The ice cream cone was popularized in the US at the 1904
World's Fair in St. Louis, MO.
The history of ice cream in the 20th century is one of great change and increases in availability and popularity.
In the United States in the early 20th century, the ice cream soda was a
popular treat at the soda shop, the soda fountain, and the ice cream parlor.
During the American Prohibition, the soda fountain to some extent
replaced the outlawed alcohol establishments such as bars and saloons.

Children in Chicago surround an ice cream vendor in 1909.

Ice cream became popular throughout the world in the second half of the
20th century after cheap refrigeration became common. There was an
explosion of ice cream stores and of flavours and types. Vendors often
competed on the basis of variety: Howard Johnson's restaurants advertised
"a world of 28 flavors", and Baskin-Robbins made its 31 flavors ("one for
every day of the month") the cornerstone of its marketing strategy (the
company now boasts that it has developed over 1000 varieties).
One important development in the 20th century was the introduction of soft ice cream, which has more air
mixed in, thereby reducing costs. The soft ice cream machine fills a cone or dish from a spigot. In the United
States, chains such as Dairy Queen, Carvel, and Tastee-Freez helped popularize soft-serve ice cream. Baskin-
Robbins would later incorporate it into their menu.
Technological innovations such as these have introduced various food additives into ice cream, most notably
the stabilizing agent gluten, to which some people have an intolerance. Recent awareness of this issue has
prompted a number of manufacturers to start producing gluten-free ice cream.
The 1980s saw thicker ice creams being sold as "premium" and "super-premium" varieties under brands such
as Ben & Jerry's, Chocolate Shoppe Ice Cream Company and Häagen-Dazs.

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Composition

Ice cream is a colloidal emulsion made with water, ice, milk fat, milk protein, sugar and air. Water and fat have
the highest proportions by weight creating an emulsion that has dispersed phase as fat globules. The emulsion
is turned into foam by incorporating air cells which are frozen to form dispersed ice cells. The triacylglycerols
in fat are non polar and will adhere to themselves by Van der Waals interactions. Water is polar, thus emulsifiers
are needed for dispersion of fat. Also ice cream has a colloidal phase of foam which helps in its light texture.
Milk proteins such as casein and whey protein present in ice cream are amphiphilic, can adsorb water and
form micelles which will contribute to its consistency. The proteins contribute to the emulsification, aeration
and texture. Sucrose which is disaccharide is usually used as a sweetening agent. Lactose which is sugar present
in milk will cause freezing point depression. Thus, on freezing some water will remain unfrozen and will not
give a hard texture. Too much lactose will result in a non-ideal texture because of either excessive freezing
point depression or lactose crystallization.

Production

A Boku Europa ice cream maker in Aachen, Germany. Before the development of modern refrigeration, ice
cream was a luxury reserved for special occasions. Making it was quite laborious; ice was cut from lakes and
ponds during the winter and stored in holes in the ground, or in wood-frame or brick ice houses, insulated by
straw. Many farmers and plantation owners, including U.S. Presidents George Washington and Thomas
Jefferson, cut and stored ice in the winter for use in the summer. Frederic Tudor of Boston turned ice harvesting
and shipping into a big business, cutting ice in New England and shipping it around the world.
Ice cream was made by hand in a large bowl placed inside a tub filled with ice and salt. This is called the pot-
freezer method. French confectioners refined the pot-freezer method, making ice cream in a sorbetière [fr] (a
covered pail with a handle attached to the lid). In the pot-freezer method, the temperature of the ingredients is
reduced by the mixture of crushed ice and salt. The salt water is cooled by the ice, and the action of the salt on
the ice causes it to (partially) melt, absorbing latent heat and bringing the mixture below the freezing point of
pure water. The immersed container can also make better thermal contact with the salty water and ice mixture
than it could with ice alone.
The hand-cranked churn, which also uses ice and salt for cooling, replaced the pot-freezer method. The exact
origin of the hand-cranked freezer is unknown, but the first U.S. patent for one was #3254 issued to Nancy
Johnson on 9 September 1843. The hand-cranked churn produced smoother ice cream than the pot freezer and
did it quicker. Many inventors patented improvements on Johnson's design.
In Europe and early America, ice cream was made and sold by small businesses, mostly confectioners and
caterers. Jacob Fussell of Baltimore, Maryland was the first to manufacture ice cream on a large scale. Fussell
bought fresh dairy products from farmers in York County, Pennsylvania, and sold them in Baltimore. An
unstable demand for his dairy products often left him with a surplus of cream, which he made into ice cream.
He built his first ice cream factory in Seven Valleys, Pennsylvania, in 1851. Two years later, he moved his
factory to Baltimore. Later, he opened factories in several other cities and taught the business to others, who
operated their own plants. Mass production reduced the cost of ice cream and added to its popularity.
The development of industrial refrigeration by German engineer Carl von Linde during the 1870s eliminated
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the need to cut and store natural ice, and, when the continuous-process freezer was perfected in 1926,
commercial mass production of ice cream and the birth of the modern ice cream industry was underway.
In modern times, a common method for producing ice cream at home is to use an ice cream maker, an electrical
device that churns the ice cream mixture while cooled inside a household freezer. Some more expensive models
have a built-in freezing element. A newer method is to add liquid
nitrogen to the mixture while stirring it using a spoon or spatula
for a few seconds; a similar technique, advocated by Heston
Blumenthal as ideal for home cooks, is to add dry ice to the
mixture while stirring for a few minutes. Some ice cream recipes
call for making a custard, folding in whipped cream, and
immediately freezing the mixture.[citation needed] Another method is to use a pre-frozen solution of salt and
water, which gradually melts as the ice cream freezes.
Borden's Eagle Brand sweetened condensed milk circulated a recipe for making ice cream at home. It may be
made in an ice cube tray with condensed milk, cream, and various simple flavorings. It can be ready to serve
after as little as four hours of freezing. Fresh or frozen fruit, nuts, chocolate, and other ingredients may be added
as well.
An unusual method of making ice cream was done during World War II by American fighter pilots based in the
South Pacific. They attached pairs of 5-US-gallon (19 l) cans to their aircraft. The cans were fitted with a small
propeller, this was spun by the slipstream and drove a stirrer, which agitated the mixture while the intense cold
of high altitude froze it. B-17 crews in Europe did something similar on their bombing runs as did others.

Retail sales
Ice cream can be mass-produced and thus is widely available in
developed parts of the world. Ice cream can be purchased in
large cartons (vats and squrounds) from supermarkets and grocery
stores, in smaller quantities from ice cream shops, convenience stores,
and milk bars, and in individual servings from small carts or vans at
public events. In 2015, the US produced nearly 900 million gallons of
ice cream.

Specialty job

Today, jobs specialize in the selling of ice cream. The title of a person who
works in this speciality is often called an 'ice cream man', however women
also specialize in the selling of ice cream. People in this line of work often
sell ice cream on beaches. On beaches, ice cream is either sold by a person
who carries a box full of ice cream and is called over by people who want
to purchase ice cream, or by a person who drives up to the top of the beach
and rings a bell. In the second method, people go up to the top of the beach
and purchase ice cream straight from the ice cream seller, who is often in
an ice cream van. In Turkey and Australia, ice cream is sometimes sold to beach-goers from small powerboats
equipped with chest freezers.
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Some ice cream distributors sell ice cream products from travelling refrigerated vans or carts (commonly
referred to in the US as "ice cream trucks"), sometimes equipped with speakers playing children's music or folk
melodies (such as "Turkey in the Straw"). The driver of an ice cream van drives throughout neighbourhoods
and stops every so often, usually every block. The seller on the ice cream van sells the ice cream through a large
window; this window is also where the customer asks for ice cream and pays. Ice cream vans in the United
Kingdom make a music box noise rather than actual music.

Ingredients and standard quality definitions

Many countries have regulations controlling what can be described as ice

cream.
In the U.S., the FDA rules state that to be described as "ice cream", a
product must have the following composition: greater than 10% milk fat
6 to 10% milk and non-fat milk solids: this component, also known as the
milk solids-not-fat or serum solids, contains the proteins (caseins and whey
proteins) and carbohydrates (lactose) found in milk
It generally also has: 12 to 16% sweeteners: usually a combination of
sucrose and glucose-based corn syrup sweeteners 0.2 to 0.5% stabilizers
and emulsifiers 55 to 64% water, which comes from the milk or other ingredients.
These compositions are percentage by weight. Since ice cream can contain as much as half air by volume, these
numbers may be reduced by as much as half if cited by volume. In terms of dietary considerations, the
percentages by weight are more relevant. Even the low-fat products have high caloric content: Ben and Jerry's
No-Fat Vanilla Fudge contains 150 calories (630 kJ) per half-cup due to its high sugar content.
According to the Canadian Food and Drugs Act and Regulations, ice cream in Canada is divided into Ice cream
mix and Ice cream. Each have a different set of regulations.
Ice cream must be at least 10 percent milk fat, and must contain at least 180 grams of solids per litre. When
cocoa, chocolate syrup, fruit, nuts, or confections are added, the percentage of milk fat can be 8 percent.
The ice cream mix is defined as the pasteurized mix of cream, milk and other milk products that are not yet
frozen. It may contain eggs, artificial or non-artificial flavours, cocoa or chocolate syrup, a food color, an agent
that adjusts the pH level in the mix, salt, a stabilizing agent that doesn't exceed 0.5% of the ice cream mix,
a sequestering agent which preserves the food color, edible casein that doesn't exceed 1% of the mix, propylene
glycol mono fatty acids in an amount that will not exceed 0.35% of the ice cream mix, and sorbitan tristearate
in an amount that will not exceed 0.035% of the mix. The ice cream mix may not include less than 36% solid
components.

The origin of ice-cream

An ice-cream-like food was first eaten in China in 618-97AD. King Tang of Shang, had 94 ice men who helped
to make a dish of buffalo milk, flour and camphor.

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A kind of ice-cream was invented in China about 200 BC when a milk and rice mixture was frozen by packing
it into snow.

Roman emperors are supposed to have sent slaves to mountain tops to bring back fresh snow which was then
flavoured and served as an early form of ice-cream.

The King of England, Charles I, is supposed to have offered his chef £500 a year to keep his ice-cream recipe
a secret from the rest of England.

The explorer, Marco Polo (1254-1324), is believed to have seen ice-creams being made during his trip to China
and introduced them to Italy.

Ice Cream sundaes were invented when it became illegal to sell ice-cream sodas on a Sunday in the American
town of Evanston during the late 19th century. To get round the problem some traders replaced the soda with
syrup and called the dessert an "Ice Cream Sunday." They replaced the final "y" with an "e" to avoid upsetting
religious leaders.

Brief History of Ice Cream

First ice creams appeared in ancient Persia, some 2500 years ago, and in those early times they were all based
on the sweetened water that was iced, grinded into little pieces and then decorated with various tasting toppings
and fruits. This tradition of ice cream production slowly reached Greek and Roman empires, where ice creams
were welcomed with opened hands and used liberally by Roman nobility and royalty who had necessary money
to fund very expensive process of production. Sadly, after the fall of the Roman Empire, organized ice transport
from mountains to the cities below stopped, and ice cream continued to be even more expensive product. Little
changed in the 1000 years following the fall of Rome, and only after the Europe started exiting Dark Ages did
ice cream managed to resurface in Renaissance Italy.

During 13th and 14th century, Italy was centre of the trade with the Middle East and Asia, and their contact
with new and innovative recipes of ice cream enabled this summertime treat to slowly spread across entire
Europe. This expansion of ice cream was not an easy one, and it happened only after Italian noblewoman
Catherine de'Medici went to France to marry Duke de Orleans (future king of France) in 1533. There she
introduced nobility of continental Europe with the wonders of the east – eating utensils, high heeled shoes and
off course, ice cream. With nobility fuelling its production, innovators, technicians and cooks all put their best
efforts into developing the rise of ice cream popularity and availability across the world. North American street
vendors started selling ice cream only few decades after France and England, and industrial revolution slowly
but surely started working on elevating problems of continuous refrigeration.

Solution to that problem came only in 1926, when continuous refrigeration finally became reality with electrical
freezers. This enabled industrial manufacturers to start producing very large quantities of this frozen treat, which
slashed ice creams price to the acceptable levels for everyone. Large popularity of ice cream in United States
(especially during prohibition and market crash of 1930s) did not shifted to Europe until the start of the World
War II. After WW2, ice cream industry received massive expansion, enabling creation of countless ice cream
8
flavors, artificial ingredients and accessible price. Today, ice cream industry earns dozens of billions of dollars
each year, with United States being the largest consumer of this phenomenal summertime treat.

How is ice-cream made?

At home you can make ice-cream in the freezer or in an ice-cream maker but if you need to make thousands of
litres a day, you need to use a different method.

This is what happens in an ice-cream factory:

• First the ingredients are weighed out and mixed together.

• Then the mix is pasteurised. This means it is heated to a high temperature to kill off any harmful bacteria.
• The mix is also homogenised. This means breaking down the fat globules in the milk or cream to make
them smaller. Now the ice-cream will be smoother, will whip better and won't melt as easily.
• The mix is then left for at least four hours, usually overnight, to let the fat cool and form into crystals.
• Any flavours, fruit purees, or colours are added at this point.
• The mix is then pumped through a special barrel freezer which freezes some of the water in the ice-
cream and whips air into it at the same time. Up to half the volume of ice-cream is air. Without it, the
ice-cream would be like a frozen ice cube.
• Any fruits, nuts, sweets or biscuit bits are added to the semi-frozen mixture at this point.
• The ice cream is then packaged and put into a blast freezer at -30° to -40°C where more of the water in
the ice-cream is frozen to make it harder.

Production Area

In rural areas, KULFIS ice cream made of small or cottage industry. The market for organized sector is
restricted to large metropolitan cities. In small towns and villages, there are thousands of small players who
produce ice cream sold in country are consumed In the western regions with Mumbai being the main market,
followed by 30% In the north and 20% in the south.

Market Segmentation Of Ice Cream

According to William. J.stantion, “market segmentation is the process of talking the total heterogeneous market
for a product and dividing it in to several sub markets or segments. Each of which tends to be homogeneous in
all significant aspects. The total market is heterogeneous and the buyers may be numerous belonging to different
classes. A market may not be able to serve all the customers effectively. In such situations, the marketer has to
identify the most profitable augment and serve them effectively. Indian ice cream makers can be segmented in
three different ways namely,
1. On the basis of flavor
2. On the basis of packing
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 3. On the basis of consumer

Ice Cream Market Drivers

• Percentage of children and youth in total population

• Develop of tourism
• Number of schools and colleges
• Disposable income
• Innovative flavor and promotional methods

Challenges Of Ice Cream Industry

• High tax structure

• Distribution bottlenecks
• Rising input costs
• Maintenance of cold chain
• Seasonality of product

Product Feature

• Ingredient or flavor
• Innovative package hygiene
• Product process
• Appearance PROMOTION
• Service
• Electronic print media
• Dealer board or Pop
• Vending machines or vehicles
• Menu cards
• Consumer schemes or contests
• Product demonstration or free sample

Industry Competition

As the industry evaluation would indicate the competition is significant. The 70,000 some participants is a large
number but the more serious challenges comes from the top six national firms. Amul, Quality walls, Mother
Dairy, Vadilal, Dinshaw and Arun. These top six firms dominate the essentially control the organized market.
10
Details statistical are not available to indicate market share but Ben and Jerry’s estimates that these six firms
control 40% to 50% often urban market. Historically these have not achieved much success in penetrating the
Indian market. These are number of possible explanations for this, the relative embryonic and disorganized
nature of the market excessive tariffs and the restriction that imported ice-cream could only be sold in hotels
and a highly fragmented and ineffective media. Most of these market in efficiencies have been or are in the
process of being corrected and Ben and Jerry believes that condition have ripened to extend where MNCs can
now effectively enter market and compete with the domestic firms.

List Of Top 10 Ice Cream Brands In India

AMUL ICE CREAM

Amul is the first choice of so many ice cream lovers
in India. Amul brand, owned by Gujarat Co-
operative Milk Marketing Federation (GCMMF),
was established in 1946 in Anand, Gujarat. In
addition to ice creams, Amul manufactures 200
other products such as Milk, Yogurt, cheese,
buttermilk, shrikhand, chocolate, flavored milk, and
milk powder too. The ice creams from Amul were firstly available in the Gujarat market in the year 1996. And
since then they have never looked back. Therefore, today Amul is one of the top ice cream brands in India.

HINDUSTAN UNILEVER COMPANY

Kwality Wall’s is a frozen desserts brand owned by the Indian consumer

goods company Hindustan Unilever. This company owns a few big ice
cream brands in India. Cornetto and Magnum are one of the top ice cream
brands in India owned by Hindustan Unilever. These products are
available in a variety of flavours. Indian people love ice creams
from Cornetto and Magnum brand. And all of these things led Hindustan
Unilever to become one of the top ice cream brands in India too.

VADILAL

The third on the list of top ice cream brands in India is Vadilal. It is
another very well-known name among the ice cream lovers in
India. Vadilal Group is among the very few companies which mostly
focuses on its Ice creams and candies. They have been successful in
touching the feeling of Indian ice cream consumers. And that’s why
today, they are among some of the top ice cream brands in India. The
very first outlet of this brand was started at Ahmedabad, Gujarat.
Today, they have more than 150+ flavors to offer to their consumers.

11
MOTHER DAIRY

Mother Dairy is a very strong name in the Indian ice cream industry.
This company is very similar to Amul, in terms of the products, they
manufacture and sell. Besides this, mother dairy is very popular for
its milk, buttermilk, and many more dairy products. Mother Dairy
brand is owned by National Dairy Development Board (NDDB), an
organization in India. The ice creams from mother dairy are loved by
thousands of Indian ice cream lovers. And therefore, Mother Dairy
has made it on our list of top ice cream brands.

ARUN ICE CREAM

Arun Ice Cream is probably the most well-known brand

of Hatsun Agro Products. When other ice cream brands opened
parlours exclusively in the cities, Arun decided to take to
suburban and even rural areas, leading the ice cream into the
hearts of millions. The brand also consistently introduces new
flavours every season, just to make sure customers have
something fresh to look forward to every time they walk into an
Arun Ice creams parlour.

CREAMBELL

Next on the list of top ice cream brands in India is Creambell.

Creambell is an Indian ice cream company headquartered in New
Delhi, established by the RJ Corp in 2003. Creambell has been able
to win the hearts of its Indian ice cream consumers. Currently it has
136 varieties in its basket catering to various consumer age groups
and their taste buds. The company is planning to expand its horizon
in India and is present in 19 states. They are also named as one of
the fastest-growing ice cream brands in India. Creambell brand is
also diversified in to the dairy market with milk and value-added
dairy products.

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HAVMOR
Another big player in the ice cream industry is Havmor. Havmor
Company has been able to stand strong as one of the big fighters in
the battle of top ice cream brands in India for very long. This
company is also most popular for selling ice creams and cones.
Satish Chona is the founder of Havmor and it was launched in
Karachi in the year 1944. If you are a person who loves to try
different flavors, then Havmor will not disappoint you. Havmor has
a diverse product basket comprising of more than 160 varieties of
Ice Cream flavors, ready to eat products, novelties and authentic
kulfis.

BASKIN ROBBINS

Slightly on a more premium side is the Baskin Robbins brand of ice

creams. Baskin-Robbins is an American multinational chain of ice
cream and cake specialty shop restaurants owned by Inspire Brands.
Launched in India in the year 1993, this company spotted the
opportunity and the love for the ice cream in Indians. And therefore,
they opened their first manufacturing unit outside North America
was in Pune, India.
There is no doubt, that Baskin Robbins is one of the top ice cream brands in the World. But as it is slightly on
the more premium side, this brand is not very well-known in some rural parts of the country.

DINSHAW’S
Dinshaw’s, established in the year 1932, was a dream come
true of two enterprising brothers, Dinshaw and Erachshaw
Rana. Their constant emphasis on quality consciousness and
innovating with new flavours gave people ice creams that truly
were delightful. This success led Dinshaw’s to expand into
several dairy products.
Dinshaw’s have got a variety of ice cream flavors on their
menu cards, and is regarded as one of the premium brands of
Ice cream. Its presence in Maharashtra, Madhya Pradesh,
Chhattisgarh, Orissa, Andhra Pradesh, Karnataka, Goa, Uttar
Pradesh, Jharkhand, Delhi, Harayana has been adding wholesome goodness to the lives of thousands since
decades.

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TOP’N TOWN

Last but not least, Top’N Town, a very popular ice cream brand
in India. This company is successfully operating in India for the
last 40 years. And it has been able to register its name in the list
of top ice cream brands in India.
At present, Top‘N Town has a strapping distribution network
that spans close to 28000 retail outlets and 300 distributors
across India.

Interesting Facts about Ice Cream

• Roman Emperor Nero adored ice cream. He established large chain of runners who brought fresh ice
from the mountain to Rome biggest cities.
• Marco Polo introduced Europe to the milk based ice cream in late 13th century.
• One ice cream cone can be finished with 50 licks.
• United States is largest producer and consumer of ice cream in the world.
• 90% of American households eats ice cream.
• The most famous types of ice cream are Gelato, Neapolitan, Sorbet, stick and cone.
• First ice cream cone was created during 1904 World's Fair in St. Louis.
• Legends say that Charles I of England ordered beheading of his chef, who was blamed for releasing into
public secret recipe of King’s favorite ice cream.
• 12 gallons of milk can produce only 1 gallon of ice cream.

COVID-19 impact | Ice cream industry suffers a meltdown; sales dip 50%

Ice creams have always figured on the favourite desserts list for most people, be it as a cooler during scorching
summer afternoons or just a mood lifter on those dull days.

But the ice cream industry has been in a meltdown due to COVID-19. The month of May, which is the peak
sales period for ice creams has been a disappointment. Industry experts believe apart from lockdown restrictions,
ice cream sales were affected by fear or misconception that ice cream makes one susceptible to COVID because
one can catch a cold. “Ice cream industry has suffered due to two reasons—COVID and lockdown. Supply
chain disruptions impacted the ice cream sales and a lot of people are avoiding ice cream as they feel it can
contract cold and get infected by the deadly Coronavirus,” Dilip Rath, Chairman of the National Dairy
Development Board (NDDB) told Money control. Rath said ice cream sales have dropped by almost 50 percent

14
in the lockdown period from March 24. He pointed out that ice cream parlours, restaurants are completely shut
in the lockdown and also ice cream pushcarts were not allowed adding to the woes of the ice cream industry.
“The drop in consumption is largely due to adherence to prescribed norms of movement restriction, which has
led to the closure of retail channels, vending carts, etc. and hence the drop in consumption,” Mother Dairy
Spokesperson told Money control. For Mother Dairy, ice Cream contributes around 3.5 percent of the overall
company’s turnover. Ice cream is not considered an essential commodity. So, during the lockdown, there was
neither manufacturing nor transportation of ice cream. “Usually ice cream sales peak up in summers but this
time around COVID outbreak has ruined the total industry,” Rath said. The ice cream industry in India is largely
consolidated and competitive, with the top six companies accounting for 70 percent market share. Gujarat Co-
operative Milk Marketing Federation India’s largest ice cream maker that sells products under the brand Amul
and enjoys 25 percent market share in the ice cream industry, followed by Hindustan Unilever’s Kwality Walls,
Mother Dairy, Havmor, Vadilal and Cream Bell.
The remaining 30 percent of the market is extremely fragmented in small and local companies.
According to experts the ice cream industry which was pegged at around Rs 17,639 crore in 2019 by
Euromonitor, has lost a significant chunk of its sales due to the COVID-19 pandemic. To make up for the lost
ground, ice cream players have tied up with e-commerce websites such as Big basket, Dunzo and also food
delivery companies such as Zomato and Swiggy. HUL’s Kwality Walls has tied up with good and grocery
delivery services platforms such as Swiggy, Bigbasket and Dunzo. According to Research and Markets, Indian
ice cream industry is one of the fastest-growing segments of the dairy or food processing industry. In its report
issued in 2018, the firm stated that the ice cream industry in India generated revenue of more than $1.5 billion
in 2016 and is projected to generate revenue of approximately $3.4 billion by 2021.
Ice cream makers are hopeful of covering up the losses. “With the trends that we experienced from our booth
network, we are preparing ourselves and are hopeful that we will be able to secure at least 80 percent of our
annual business post the lockdown period. Though the situation is now inching towards improvement with an
increasing point of sales, brands like Mother dairy offering doorstep delivery, we are confident of regaining the
consumer confidence in a very short span of time,” Mother Dairy spokesperson said.

15
Kwality Wall’s

Kwality Wall's is a frozen desserts brand owned by the Indian consumer

goods company Hindustan Unilever. It is a major producer and
distributor of frozen dessert products,
India, Pakistan, Bangladesh, Bhutan, Brunei, Myanmar, Nepal, Sri
Lanka, Thailand, Singapore and Malaysia. Food entrepreneurs Iqbal
Ghai and PL Lamba founded the ice cream company under the 'Kwality'
brand in pre-Independence Delhi in 1940. By early 1980s, the ice cream
business was divided into four regions and the brand's trademark was split amongst the proprietors in these
territories.

History
Kwality Wall's is a company of Hindustan Unilever, the arm of Unilever in India. It is an amalgamated brand
name created out of two previously separate independent companies that Unilever took over: Kwality of India
and Wall's of Great Britain.
Kwality, the original Indian company, was founded in 1956, and was the first in the region to import machinery
for the mass production and sale of ice cream on a commercial scale. In 1995, in view of the growth potential
of the frozen confections market, Kwality entered into an agreement with Lever, and has since been known by
its current umbrella name. At the same time, other brands acquired by Hindustan Unilever, such as Gaylord-
Milk food, were phased out in favour of promoting the Kwality Wall's brand. This arrangement allows for local
production and sale of Wall's products that are popular in its home market, such as the Cornetto cone, and to
create local variations on others, such as the Feast Jaljeera Blast. Kwality Wall's was ranked 464th among India's
most trusted brands according to the Brand Trust Report 2012, a study conducted by Trust Research Advisory.
In the Brand Trust Report 2013, Kwality Wall's was ranked 632nd among India's most trusted brands and
subsequently, according to the Brand Trust Report 2014, Kwality Wall's was ranked 382nd among India's most
trusted brands.
In August 2013, Kwality Wall's extended to Bangladesh, Bhutan, Brunei and Nepal.

What's on Global Plate? A Wall’s history

Here at Wall’s, we have been making ice cream for almost 100 years. But surprisingly enough, we weren’t
always making ice cream.

It all started from a butcher’s shop in St James` Market in London. T. Wall & Sons Ltd had made sausages since
1786, but in 1913 chairman Thomas Wall had a eureka moment to increase summer sales and save the jobs of
his employees. He realized that sausages aren’t the most refreshing snack during the summer. So, he decided to
experiment and started serving up delicious ice cream to cool down the customers instead.

16
But, that idea had to be put on ice. It wasn’t until 1922 – after World War One – that ice cream was back on the
menu and T. Wall & Sons started making ice cream in the American way.

It was then that Wall’s was born, and our delicious ice creams were soon delighting the good people of London.
At first, they made their way through the streets via horse and cart, and then by our famous ‘Stop Me and Buy
One’ tricycles. The number of Wall’s tricycles on the road increased from 10 in 1922 to 8500 in 1939. Even
today you might see a tricycle in the city during the summer, if you keep your eyes peeled.

As time marched on, Wall’s found the freezer space in people’s hearts, homes and in cinemas all over town.
Fruity Wall’s ice lollies popped up next and began a flurry of innovation. We got busy and dreamt up some of
our most famous and best loved Wall’s products like the Twister, and oddballs like the Feast. And what fun we
had.

It's thanks to all the years of hard work and ingenuity of the clever clogs at Wall’s we’ve been able to create
some of Britain’s favourite ice creams. And it gives us something to live up to every day. So, you never know
when we might stumble upon a new ice cream or ice lolly recipe that’s that everyone is going to love. And that’s
exactly what gets us out of bed in the morning. And it’s turned into one heck of a journey.

Wall’s ice creams are now sold in over 50 different countries around the world. And we go by all sorts of
different names in each one. But, whatever you want to call us, you’ll always be able to spot a Wall’s ice cream
thanks to our legendary heart logo.

Our founders believed one thing. That ice cream makes everybody happy. That its magic brings us together and
melts away the barriers between us.

And above all, they had the vision that ice cream
should be enjoyed by all of us, and not just a few.
It’s always been our mission to put as many
smiles on people’s faces as we can. We’ve been
doing it for almost 100 years now. And we hope
we’re doing it for 100 more.

Key facts
• Unilever is the world's biggest ice cream manufacturer, operating under the heart brand and kwality
wall’s is present in India since 1993.
• Heart brand products are sold in more than 40 countries worldwide.
• Also sold as algida in Italy & turkey, langnese in Germany, kibon in Brazil, streets in Australia and Ola
in the Netherlands.

17
 Kwality Wall’s SWOT Analysis

Below are the Strengths in the SWOT Analysis of Kwality Walls:

1. Strong brand name
Kwality Walls Strengths 2.Excellent advertising and visibility
3.Good product distribution and availability
4.Lots of flavours and varieties available

Here are the weaknesses in the Kwality Walls SWOT Analysis:

Kwality Walls
1. Food products have a limited shelf life
Weaknesses

Following are the Opportunities in Kwality Walls SWOT Analysis:

Kwality Walls
1.Better and newer flavours
Opportunities

The threats in the SWOT Analysis of Kwality Walls are as mentioned:

Kwality Walls Threats
1.Threat from existing ice-cream brands
2.Local Kulfis

18
Amul
Amul, is an Indian dairy cooperative society, based
at Anand in the Indian state of Gujarat. Formed in 1946, it is
a cooperative brand managed by a cooperative body,
the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by 36 lakh (3.6
million) milk producers in Gujarat, and the apex body of 13
District Milk Unions, spread across 13,000 villages of Gujarat. Amul spurred India's White Revolution, which
made the country the world's largest producer of milk and milk products.
Kaira District Milk Union Limited (later renamed to Amul) was founded in 1946 through the efforts
of Tribhuvandas Patel. Amul's foundation was a significant contributor to the white revolution in India.
Tribhuvandas Patel under the guidance of Sardar Vallabhbhai Patel became the founding chairman of the
organization and led it until his retirement in 70s. He hired Dr. Verghese Kurien in 1949. He convinced Dr.
Kurien to stay and help with the mission. Under the chairmanship of Tribhuvandas, Dr. Kurien was initially the
general manager and helped guide the technical and marketing efforts of Amul. Dr. Kurien was the chairman
of Amul briefly after Tribhuvandas Patel died in 1994.
Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of
Amul's marketing. Amul has ventured into markets overseas.

History
Amul cooperative was registered on 19 December 1946 as a response to the exploitation of marginal milk
producers by traders and agents in small cities. The prices of milk were arbitrarily determined at the time. The
government had given Polson an effective monopoly in milk collection from Kaira and its subsequent supply
to Mumbai.
Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai Patel under the
leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form a cooperative (Kaira District
Co-operative Milk Producers' Union) and supply milk directly to the Bombay Milk Scheme instead of Polson
(who did the same but gave them low prices). He sent Morarji Desai to organise the farmers. In 1946, the milk
farmers of the area went on a strike which led to the setting up of the cooperative to collect and process
milk.[14] Milk collection was decentralised, as most producers were marginal farmers who could deliver, at most,
1–2 litres of milk per day. Cooperatives were formed for each village, too.[16] By June 1948, the KDCMPUL
had started pasteurising milk for the Bombay Milk Scheme. Then Prime Minister Lal Bahadur
Shastri visited Anand to inaugurate Amul's cattle feed factory. On October 31, 1964 and spent a night in village
and spoke to farmers about their cooperative and after returning to Delhi he set in motion the creation of an
organisation, the National Dairy Development Board (NDDB), to replicate the Kaira cooperative in other parts
of India. Under the selfless leadership of Tribhuvandas Patel, in 1973, Amul celebrated its 25th
Anniversary with Morarji Desai, Maniben Patel and Verghese Kurien.

19
The cooperative was further developed and managed by Dr. Verghese Kurien with H. M.
Dalaya. Dalaya's innovation of making skim milk powder from buffalo milk was a technological breakthrough
that revolutionized India's organized dairy industry.
With Kurien's help, the process was expanded on a commercial scale which led to the first modern dairy of the
cooperative at Anand. This cooperative would go on to compete against established players in the market.
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to Anand's
neighbourhood in Gujarat. Within a short span, five unions in other districts
– Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set up, following the approach sometimes
described as the Anand pattern.
In 1970, it spearheaded the White Revolution of India. To combine forces and expand the market while saving
on advertising and avoid competing against each other, the Gujarat Co-operative Milk Marketing Federation
Ltd., an apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which had
the brand name Amul with it since 1955, transferred it to GCMMF.
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award. Technological developments
at Amul have subsequently spread to other parts of India.
The GCMMF is the largest food products marketing organisation of India. It is the apex organisation of the
dairy cooperatives of Gujarat. It is the exclusive marketing organisation for products under the brand name of
Amul and Sagar. Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic
network that links more than 31 lakh (3.1 million) village milk products with crores of consumers in India. In
2007,Gujarat Cooperative Milk Marketing Federation Ltd., crossed US$ one Billion in its sales turnover and
entered the elite club of food companies having this distinction from India.[5] In one more major achievement,
the dairy cooperatives of Gujarat under the GCMMF fold crossed milk procurement of 100 lakh kgs. Per day
mark on 27 December 2007, which is
the highest ever milk procurement
achieved by any dairy network in India,
be it private or cooperative and the
entire quantity of milk received was
accepted without any milk holidays
and was processed successfully into
milk and other milk products.
On September 30, 2018, Prime
Minister Narendra Modi inaugurated
Amul's chocolate plant in Mogar,
Anand near their headquarters. The
new plant has been built with an increased capacity of 1,000 tonnes per month against the earlier 250 tonnes a
month capacity. GCMMF has invested around ₹300 crores for this project. It is a fully automated production
factory with minimal human intervention.

20
 Amul Ice Cream SWOT Analysis

Below are the Strengths in the SWOT Analysis of Amul Ice Cream:
1. Good product range include various flavours, party packs, sticks, cones
Amul Ice Cream etc
Strengths 2. Good quality and packaging, and good advertising
3. Amul is one of the most respected top-of-the-mind brands
4. Also launched probiotic and sugar free ice creams
5. Offers over 200 products across India

Here are the weaknesses in the Amul Ice Cream SWOT Analysis:
Amul Ice Cream 1. Growing competition from international and other brands means limited market
Weaknesses share
2. Limited international presence as compared to leading global brands

Following are the Opportunities in Amul Ice Cream SWOT Analysis:

Amul Ice Cream 1. High End ice-cream to tap the higher income group also
Opportunities 2. Tie-up with food chains, restaurants
3. Mobile vans for better visibility

The threats in the SWOT Analysis of Amul Ice Cream are as mentioned:
Amul Ice Cream 1. Kulfi in rural markets
Threats 2. Local ice creams and sweet dishes
3. Health conscious people refraining from sweets

21
 CHAPTER- II
LITERATURE REVIEW

22
Literature Review

For the research, various literatures were reviewed that were relevant in gathering information.

Customer Satisfaction
According to Philip Kotler consumer satisfaction is defined on, “personal feeling of pleasure resulting from
comparing a product’s pursued performance in relation to his or her expectations”. Consumer attitude
measurements are taken on either potential buries or existing client’s buries in order to identify their
characteristics. Consumer’s survey can provide the researcher with a wealth of information, valuable of the
marketing function.
Customer satisfaction is one of the main objectives of any organization. Every organization tries to know how
satisfied their customers from their products. In general satisfaction is a person’s Feelings of pleasure or
disappointment resulting from comparing a products perceived performance in relation to his or her
expectations. If the performance is below expectations, the customer is dissatisfied. If the performance matches
the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly
satisfied.
Many companies aim for high satisfaction because customers who are just satisfied still find it easy to switch
when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction
or delight creates an emotional bond with the brand, not just a rational preference. The result is high customer
loyalty.

Brand Preference and purchase intention

Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as
distinct from those of other sellers. One of the indicators of the strength of a brand in the hearts and minds of
customers, brand preference represents which brands are preferred under assumptions of equality in price and
availability. It can be defined as the priority that the buyer or consumer gives to a brand. It is revealed in the
purchase and use of one brand and not of competitive brands.
How does consumer process competitive brand information and make a final value judgment? The consumer
arrive at attitude towards various brand through preference among the brand in the choice set. However two
factors can intervene between the purchase intention and purchase decision. The first factor is attitude of
another. The extent to which person's attitude reduces one's preferred alternative depends on the intensity of
other person's negative attitude towards consumer's preferred alternative and consumer's motivation to comply
with the other person's wishes.
The stage of consumer decision making process for the purchase shown in the hierarchy of effect model is
awareness, knowledge, liking, preference, conviction and purchase.
• Awareness: the ability of the consumer to recall a brand name either with or without prompting.
• Knowledge: the ability of consumer to describe the important attributes of a product or services.
• Liking: the attitude of consumer toward a product or services.
• Preferences: the degree to which a consumer feels more positive about a product or services relative to
other offering.
• Conviction: the likelihood that the consumer will purchase the product or services.
23
 • Purchase: the acquisition of a product or service.

The purpose of this study is to explore the demands placed on ice-cream vendors to produce state of the art ice
cream flavors aimed at pleasing the palette of the consumer. Gathering information pertaining to the incarnation
of ice cream, the development of flavors, and the advancement of selling ice cream as a major fast food product
is the foundation of this study. In retrieving the reviewed literature for this study the researcher utilized Google
Scholar, JSTOR- Scholarly Journal Archive, and ERIC- Education Resources Information Center. The review
of literature explores the emergence of ice cream in modern day dining culture, the evolution of ice cream as a
business, and the marketing demands placed on ice cream vendors to stay current in meeting the palette
preferences of its consumer market. The concentration of the literature is divided into three key perspectives.
The first perspective of the literature review focuses on the invention of ice cream and the development of ice
cream flavors. The second perspective of the literature review involves an in-depth discussion pertaining to the
entrepreneur milestones of the ice cream industry. The last perspective focuses on the recent thrust of vendors
to make ice cream a common fast food option for today’s consumer. The Invention of Ice Cream and its Many
Flavors Ice cream is often considered to be a major food choice for the American Palette. According to Adams,
(2013) many Americans elect to eat ice cream before selecting apple pie or chocolate cake as a dessert of choice.
Adams noted how restaurant menus “are expanding to include lavish flavors, from Rocky Road to Cherry
Garcia” in their dessert options (2013, p. 18). The origins of ice cream also reflect an expansive tendency in the
delivery of this frozen treat. Jones, (2011) marks the introduction of ice cream in the time of ancient Rome.
According to Jones, “Nero expected a dessert fit for a ruler, demanding that his soldiers trudge the mountain
tops for ice so that it could be mixed with Rome’s sweet bouquet of fruits” (2011, p. 24). As per Wiggins, (2009)
ice cream found its place in the food chain when the emperors of China found ways to mix milk with ice “in a
frothy concoction of flavor to delight the senses” (p.46). From Rome to China, and eventually to the United
States, ice cream has served to quench the palette of people from all walks of life. As the awareness of this
frozen delight grew among the masses so did the quest to produce new flavor combinations more advanced than
their predecessors. According to Wiggins, (2009) the expansion of ice cream flavors occurred simultaneously
with the expansion of the industrialization of the previous century. With the advancement of refrigeration came
the advancement of food preservation. Ice box technology opened the door for frozen food options that were
not formerly available for long term storage. As such, the consumer could purchase a greater variety of food
items; including ice cream. Jones, (2011) stated, “with the incorporation of the ice cream churning machine and
the modern freezer, people could finally allow their creative ‘juices’ to flow, allowing the internal culinary
inventors of the home opportunities to produce ice cream inclusive of fruit, chocolate, sauces, and the like”
(p.83). Taking note from the home grown experiments, entrepreneurs took these ideas to market, allowing for
the ice cream vendor to be born (Jones, 2011). Vendors such as Haagan Das, Ben and Jerry’s, Blue Bell, placed
ice cream front in center in the frozen food aisle, making access to ice cream easier for the consumer, and the
entrepreneur as well. Ice Cream as a Business With the invention of refrigeration, came the means of cold food
storage and easy accessibility of cold food supplies (Adams, 2013). Consumers in search of quick food options
and tasty treats looked to businesses such as McDonalds, A&W, and Burger King to quench their appetites
(Jones, 2011). Even the younger consumer had purchasing power via the ice cream truck vendor in their local
neighborhood (Wiggins, 2009). No longer was ice cream isolated to be a homemade creation, requiring quick
consumption. Ice cream had evolved to be a contender in the food industry. Businesses dedicated to solely
serving up ice cream were born. “Baskin Robbins, and Tasty-Freeze chains popped up in communities, large
24
and small, across the American landscape” (Adams, 2013, p 24). Ice cream had arrived. Consumers were
accepting of this food medium as a common fast food selection. Even health conscious individuals had their
fast food chains of preference, “TCBY and Scoops Soft Serve Yogurt” (Jones, 2011, p. 104). Ice Cream
Considered Fast Food According to Adams, (2013) consumers of fast food are growing, “tired of the typical
burger and fries option… instead opting for a delicacy they can call their own” (p. 21, p.23). To accommodate
the personalization need of food consumers, savvy fast food business owners have implemented marketing
strategies that require businesses to evolve their menus to include a larger variety of options, inclusive of an
array of substitutions. “From coffee to ice cream, people can now order these items the way they want in a
matter of seconds” (Jones, 2011, p. 76). People can even concoct their own mixture of ingredients in
establishments such as Scoopz. According to Wiggins, (2009) consumers can go into an establishment, grab a
cup, and enter ice cream or yogurt nirvana. “People can add nuts, chocolate, jelly beans, or whatever to their
plain-Jane vanilla ice cream, turning it into a personal sweet victory of momentary invention” (Wiggins, 2009,
p 59). In a culture of fast internet, fast phones, and fast cars, the expectation of fast food is not any different.
Historically, ice cream was a concoction that required ample time, from churning to solidifying (Jones, 2011).
“Yet, with the advent of machines that expedite the churning process, and machines to store the frozen delight,
people can now request ice cream on demand” (Adams, 2013, p.20). Ice cream has become a common
alternative in satisfying the American fast food palette. The Need for Further Marketing Research Ice cream,
and its sister product, yogurt, has been embraced by the food consumer as a solid choice in satisfying sweet-
tooth cravings. Ice cream has also been elevated to be a main staple in the consumer’s diet. Yet, has the frozen
treat capped out in its ‘rise to preference’ (Jones, 2011, p.127) on the fast food menu? Further research is needed
to determine if additional marketing strategies are necessary in keeping this frozen treat in the mainstream of
fast food dining. Marketing strategies, themselves, need to be explored to determine the next wave of ice cream
creations and delivery options needed to satisfy an ever-changing palette of the food consumer.

25
 CHAPTER- III
RESEARCH OBJECTIVES
AND METHODOLOGY

26
OBJECTIVES
The Primary Objective was to study the perception & buying behavior of customers towards
various ice creams with special reference to “Kwality Walls and Amul”.
The Secondary Objectives of this study were to identify:
• To know about the preference level associated with different ice cream
• To find out the satisfaction level toward the various ice cream.
• Major taste, which a customer looks for in an ice cream before making a purchase
• Factor that influence decision making in purchasing an ice cream
• To know which advertisement media puts more impact on the buying decision of a students
• Factors , which help in increasing the sale of ice cream

Research Methodology
The methodology is the systematic, theoretical analysis of the methods applied to a field of the study. It
comprises the theoretical analysis of the body of methods and principles associated with a branch of knowledge.
Typically, it encompasses concepts such as parading, theoretical model, phases and quantitative and qualitative
techniques. A methodology does not set out to provide solutions –it is, therefore, not the same thing as a method.
Instead, it offers the theoretical underpinning for understanding which method, set of methods or so-called „best
practices' can be applied to the specific case, for example, to calculate a specific result. It has been defined also
as follows-
i. The analysis of the principles of methods, rules, and postulates employed by a discipline‟
ii. The systematic study of methods that are, can be or have been applied within a discipline
iii. The study or description of methods

Research Design
The research design is purely and simply the framework or plan for a study that guides the collection and
analysis of the data. Types of research design
i. Exploratory research the main purpose of such studies is that of formulating a problem for more
precise investigation or of developing the working hypothesis from an operational point of view.
ii. Descriptive research those studies which are concerned with describing the characteristics of the
particular individual, or of a group.
iii. Hypothesis testing research they are those where the researchers test the hypothesis of a causal
relationship between variables.

The descriptive research design was used for this research.

A research design is a systematic plan to study a scientific problem. The design of the study defines the study
type (descriptive, correlation, semi-experimental, experimental, review, met analytic) and subtype (e.g.
Descriptive-longitudinal case study) research question, hypothesis, independent and dependent variables,
experimental design, and, if applicable, data collections methods and a statistical plan.

27
Sources for data collection-
(a)Primary data collection sources
It has been collected by forming a proper questionnaire. The questionnaire is a systematic and structured manner
of collecting data for conducting an experiment. The nature of the questionnaire is very inductive and
fundamental. It has been kept in a proper framework to make it clear to the retailer. Primary data can be collected
in 5 main ways
i. Observation
ii. Focus groups
iii. Surveys
iv. Behavioral data
v. Experiments

Among this, „survey method‟ selected to collect the primary data. 100 users were visited and collected the
required data relevant to this project.
(b)Secondary data collection sources
Information was from secondary sources such as customer survey, newspapers, advertisement, newsletters, etc.
Besides these, the use of the internet was made in collecting relevant information. The data collected from the
above-mentioned sources has been adequately structured and use at appropriate places in the report. The
information gathered included
i. Annual reports
ii. Pamphlets
iii. Newsletters
iv. Pictures
v. Exchange schemes

The data which is collected for the project will be classified as a secondary data because it is made through the
information provided in the newspaper and internet. There is no door to door survey or any questionnaire; all
the information was made with the help of the Wikipedia, newspaper, magazines and other search engines.

Universe/Population
Uni-variate analysis is the simplest form of quantitative (statically) analysis. The analysis is carried out with
the description of a single variable in terms of the applicable unit of analysis. For example, if the variable “age”
was the subject of the analysis, the researcher would look at how many subjects fall into given age attribute
categories. Uni-variate analysis contrast the vicariate analysis –the analysis of two variables simultaneously –
all multivariate analysis- the analysis of multiple variables simultaneous. Uni-variate analysis is commonly used
in the first, descriptive stages of research, before being supplemented by more advanced, inferential vicariate
or multivariate analysis.

Sampling Unit
Sampling techniques can be broadly classified into two types-Probability sampling. No probability sampling
this project will be based on the no probability, purposes, quota sampling. As in the given project, the sample
will be considered specific to predetermined New Delhi.
Types of research is mostly categorized into 3 major categories
28
 i. Descriptive and analytical
ii. Quantitative and qualitative
iii. Conceptual and empirical

The project will be based on descriptive research type.

Sample Size
It is the process of selecting a representative subset of a total population for obtaining data for the study of the
whole population. This subset is known as a sample. The sample size is selected for the study of 100 users. The
techniques of sampling unit in this study are convenience sampling.

Sampling techniques
Samplings techniques can be broadly classified into two types:
i. Probability sampling (here every item in the universe have the equal chance of inclusion in the
sample)
ii. Non-probability sampling (here the item in the sample are deliberately selected by the researcher)

This project will be based on the non-probability, purposive, quota sampling. As in the given project, the sample
will be considered specific to predetermined New Delhi.

Tools Used For Data Analysis

• Pie chart (circular chart divided into sectors, illustrating relative frequencies

29
 CHAPTER- IV
ANALYSIS AND
INTERPRETATION OF DATA

30
 1. Age of respondents

Particular Response Percentage

Below 20 28 28%
21-40 48 48%
41-60 20 20%
60 above 4 4%
Total 100 100%

Age

below 20
4%
21-40
20% 28%
41-60

60 above

48%

Interpretation
From above tally and pie chart it was found that 28% respondents are of age group below 20, 48% respondents
are between 21 – 40 age, 20% respondents are of age group 41-60, and 4% respondents are of age group above
60.

31
 2. Gender of respondents

Particular Response Percentage

Male 48 48%
Female 52 52%
Others 0 0%
Total 100 100%

Gender

0%

Male Female

48%
52%
Others

Interpretation
From above tally and pie chart it was found that 48% respondents are male, 52% respondents are female, and
0% respondents are other.

32
 3. Occupation of respondent

Particular Response Percentage

Employed full time 54 54%
Employed part time 12 12%
Self employed 6 6%
Full time home maker 10 10%
Full time student 18 18%
Total 100 100%

Occupation

18% Employed full time

Employed part time

10% Self employed

54% Full time home maker
6%
Full time student

12%

Interpretation
From above tally and pie chart it was found that 54% respondents are employed full time, 12% respondents are
employed half time, 6% respondents are self-employed, 10% respondents are full time home maker, and 18%
respondents are full time student.

33
 4. Do you like ice cream?

Particular Response Percentage

Yes 68 68%
No 16 16%
Maybe 16 16%
Total 100 100%

Do youlike ice cream?

16%

Yes

No
16%
Maybe

68%

Interpretation
From above tally and pie chart it was found that 68% respondents agrees to like ice cream , 16% respondents
doesn’t like ice cream, and 16% respondents are not sure whether they like or not.

34
 5. How much ice cream do you consume?

Particular Response Percentage

Once a day 16 16%
Twice a day 4 4%
Twice a week 38 38%
Twice a month 34 34%
Others 8 8%
Total 100 100%

How much ice cream do you consume

8%
16%
Once a day
4%
Twice a day

34% Twice a week

Twice a month

other
38%

Interpretation
From above tally and pie chart it was found that 16% respondents consume ice cream once a day, 4%
respondents consume ice cream twice a day, 38% respondents consume ice cream twice a week, 34%
respondents consume ice cream twice a month, and 8% respondents consume ice cream whenever they like.

35
 6. Which season do you like to eat ice cream?

Particular Response Percentage

Spring 24 24%
Winter 8 8%
Summer 46 46%
Fall 4 4%
All of these 18 18%
Total 100 100%

Which season do you like to eat ice cream

18% Spring
24%
Winter

4% Summer

Fall
8%
All of these

46%

Interpretation
From above tally and pie chart it was found that 24% respondents eat ice cream in spring, 8% respondent in
winter, 46% respondents in summer, 4% respondent in fall, and 18% respondents in all the seasons.

36
 7. What kind of ice cream do you like?

Particular Response Percentage

Gluten free 16 16%
Normal 64 64%
Sugar free 6 6%
Other 14 14%
Total 100 100%

What kind of ice cream do you like?

14% 16% Gluten free

6% Normal

Sugar free

Other

64%

Interpretation
From above tally and pie chart it was found that 16% respondents like gluten free ice cream, 64% respondents
like normal ice cream, 6% respondents like sugar free ice cream, and 14% respondents like other type of ice
cream.

37
 8. Rate the factor which you will take into consideration according to the degree of importance when you
chose ice cream? ( 5 will be the most important and 1 will be the least important)
1 2 3 4 5

Brand

Price

Flavor

Quality

Variety

Packaging

A. Brand

Particular Response Percentage

1 4 4%
2 4 4%
3 28 28%
4 46 46%
5 18 18%
Total 100 100%

38
 Brand

4% 4% 1
18%
2

3
28%
4

46%

Interpretation
From above tally and pie chart it was found that 4% respondents does not care about the brand, 4% respondents
partially cares, 28% respondents cares, 46% respondents care little more, and 18% respondents cares a lot.

39
 B. Price

Particular Response Percentage

1 4 4%
2 14 14%
3 32 32%
4 38 38%
5 12 12%
Total 100 100%

Price

12% 4%
1
14%
2

4
38%
32% 5

Interpretation
From above tally and pie chart it was found that 4% respondents does not care about the Price, 14% respondents
partially cares, 32% respondents cares, 38% respondents care little more, and 12% respondents cares a lot

40
 C. Flavor
Particular Response Percentage

1 0 0%
2 2 2%
3 34 34%
4 18 18%
5 46 46%
Total 100 100%

Flavor

0%
2%
1

2
34%
46% 3

18%

Interpretation
From above tally and pie chart it was found that that 0% respondents does not care about the flavor, 2%
respondents partially cares, 34% respondents cares, 18% respondents care little more, and 46% respondents
cares a lot.

41
 D. Quality

Particular Response Percentage

1 0 0%
2 2 2%
3 26 26%
4 26 26%
5 46 46%
Total 100 100%

Quality

0%
2% 1

26% 2

3
46%
4

26%

Interpretation
From above tally and pie chart it was found that 0% respondents does not care about the quality, 2% respondents
partially cares, 26% respondents cares, 26% respondents care little more, and 46% respondents cares a lot

42
 E. Variety

Particular Response Percentage

1 4 4%
2 4 4%
3 30 30%
4 44 44%
5 18 18%
Total 100 100%

Variety

4% 4% 1
18%
2

3
30%
4

44%

Interpretation
From above tally and pie chart it was found that 4% respondents does not care about the flavor, 4% respondents
partially cares, 30% respondents cares, 44% respondents care little more, and 18% respondents cares a lot

43
 F. Packaging

Particular Response Percentage

1 4 4%
2 4 4%
3 36 36%
4 34 34%
5 22 22%
Total 100 100%

Packaging

4% 4%
1
22%
2

3
36% 4

34%

Interpretation
From above tally and pie chart it was found that 4% respondents does not care about the Packaging , 4%
respondents partially cares, 36% respondents cares, 34% respondents care little more, and 22% respondents
cares a lot.

44
 9. Rate the ice cream brand :
Satisfaction Less Moderate Less Dissatisfaction
satisfaction dissatisfaction
Kwality Wall’s

Amul

Others

A. Kwality wall’s

Particular Response Percentage

Satisfaction 58 58%

Less Satisfaction 26 26%

Moderate 10 10%

Less dissatisfaction 6 6%

Dissatisfaction 0 0%

Total 100 100%

45
 Kwality Wall's

6% 0%
10% Satisfaction

Less Satisfaction

Moderate

Less dissatisfaction
26% 58%
Dissatisfaction

Interpretation
From above tally and pie chart it was found that 58% respondents are satisfied with kwality wall’s , 26%
respondents are little less satisfied , 10% respondents are moderate about it , 6% respondents are little les
dissatisfy , and 0% respondents are total dissatisfy .

46
 B. Amul

Particular Response Percentage

Satisfaction 34 34%

Less Satisfaction 24 24%

Moderate 24 24%

Less dissatisfaction 12 12%

Dissatisfaction 6 6%

Total 100 100%

Amul

6%
12% Satisfaction
34%
Less Satisfaction

Moderate

Less dissatisfaction
24%
Dissatisfaction

24%

Interpretation
From above tally and pie chart it was found that 34% respondents are satisfied with Amul , 24% respondents
are little less satisfied , 24% respondents are morderate about it , 12% respondents are little les dissatisfy , and
6% respondents are total dissatisfy .

47
 C. Others

Particular Response Percentage

Satisfaction 26 26%

Less Satisfaction 30 30%

Moderate 36 36%

Less dissatisfaction 4 4%

Dissatisfaction 4 4%

Total 100 100%

Others

4% 4%
Satisfaction
26%
Less Satisfaction

Moderate

36% Less dissatisfaction

Dissatisfaction

30%

Interpretation
From above tally and pie chart it was found that 26% respondents are satisfied with other ice cream brands like
mother diary, baskin robbins, havmor etc , 30% respondents are little less satisfied , 36% respondents are
morderate about it , 4% respondents are little les dissatisfy , and 4 % respondents are total dissatisfy .

48
 10. Rate the ice cream flavors:
Satisfaction Less Moderate Less Dissatisfaction
satisfaction dissatisfaction
Chocolate

Vanilla

Strawberry

Others

A. Chocolate

Particular Response Percentage

Satisfaction 48 48%

Less Satisfaction 20 20%

Moderate 18 18%

Less dissatisfaction 8 8%

Dissatisfaction 6 6%

Total 100 100%

49
 Chocolate

6%
8% Satisfaction

Less Satisfaction

18% 48% Moderate

Less dissatisfaction

Dissatisfaction
20%

Interpretation
From above tally and pie chart it was found that 48% respondents are satisfied with chocolate flavor ice cream,
20% respondents are little less satisfied , 18% respondents are morderate about it , 8% respondents are little les
dissatisfy , and 6 % respondents are total dissatisfy .

50
 B. Vanilla

Particular Response Percentage

Satisfaction 34 34%

Less Satisfaction 36 36%

Moderate 26 26%

Less dissatisfaction 4 4%

Dissatisfaction 0 0%

Total 100 100%

Vanilla

5%0%

Satisfaction

Less Satisfaction
33% 42%
Moderate

Less dissatisfaction

Dissatisfaction

20%

Interpretation
From above tally and pie chart it was found that 34% respondents are satisfied with vanilla flavor ice cream,
36% respondents are little less satisfied , 26% respondents are moderate about it , 4% respondents are little les
dissatisfy , and 0 % respondents are total dissatisfy.

51
 C. Strawberry

Particular Response Percentage

Satisfaction 14 14%

Less Satisfaction 16 16%

Moderate 24 24%

Less dissatisfaction 22 22%

Dissatisfaction 24 24%

Total 100 100%

Strawberry

14% Satisfaction
24%
Less Satisfaction

Moderate
16%
Less
dissatisfaction
Dissatisfaction
22%
24%

Interpretation
From above tally and pie chart it was found that 14% respondents are satisfied with flavor strawberry ice cream
, 16% respondents are little less satisfied , 24% respondents are moderate about it , 22% respondents are little
les dissatisfy , and 24 % respondents are total dissatisfy .

52
 D. Others
Particular Response Percentage
Satisfaction 16 16%

Less Satisfaction 10 10%

Moderate 26 26%

Less dissatisfaction 36 36%

Dissatisfaction 12 12%

Total 100 100%

Others

12% 16%
Satisfaction

Less Satisfaction
10%
Moderate

Less dissatisfaction
36%
Dissatisfaction

26%

Interpretation
From above tally and pie chart it was found that 16% respondents are satisfied with other flavor ice cream ,
10% respondents are little less satisfied , 26% respondents are morderate about it , 36% respondents are little
les dissatisfy , and 12 % respondents are total dissatisfy .

53
 11. What range of ice cream price do you usually choose?

Particular Response Percentage

Below 20 46 46%
21-50 34 34%
51-100 16 16%
Above 100 4 4%
Total 100 100%

What range of ice cream price do you usually choose?

4%
16% below 20

21-50

46% 51-100

above 100

34%

Interpretation
From above tally and pie chart it was found that 46% respondents usually choose ice cream price below 20,
34% respondents choose between 21-50, 16% respondents choose between 51-100, and 4% respondents choose
above 100.

54
 12. From which source you come across about the Amul and Kwality walls?

Particular Response Percentage

Friend 50 50%
Relatives 20 20%
Advertisement 10 10%
Newspaper 8 8%
Others 12 12%
Total 100 100%

From which source you come across about the Amul and
Kwality walls?

12%
Friends

8% Relatives

Advertisments
10% 50% Newspaper

Others

20%

Interpretation
From above tally and pie chart it was found that 50% respondents came to know about the ice cream from
friends, 20% respondents from relatives, 10% respondents from advertisements, 8% respondents from
newspaper, and 12% respondents from others.

55
 13. Usually from where do you buy ice cream from?

Particular Response Percentage

Online 24 24%
Retail shops 16 16%
Mall 6 6%
Ice cream vendor 36 36%
Others 18 18%
Total 100 100%

Usually from where do you buy ice cream from?

29% Online

Retail shop
44%
Mall

Ice cream vendor

Other
20%
7%

Interpretation
From above tally and pie chart it was found that 24% respondents buy from online, 16% buy from retail shop,
6% respondents buy from mall , 36% respondents buy from ice cream vendor, and 18% respondents buy from
other.

56
 14. Do you like the logo of kwality walls?

Particular Response Percentage

Yes 68 68%
No 16 16%
Maybe 16 16%
Total 100 100%

Do you like the logo of kwality walls?

16%
Yes

No
16%
Other

68%

Interpretation
From above tally and pie chart it was found that 68% respondents like its logo, 16% respondents don’t like its
logo, and 16% respondents was not sure or have not noticed logo.

57
 15. Do you like the logo of amul?

Particular Response Percentage

Yes 54 54%
No 6 6%
Maybe 40 40%
Total 100 100%

Do you like the logo of amul?

Yes
40%
No

54%
Maybe

6%

Interpretation
From above tally and pie chart it was found that 54% respondents like its logo, 6% respondents do not its logo,
and 40% respondents was not sure or have not noticed logo.

58
 16. Do you like tag line of kwality walls?

Particular Response Percentage

Yes 50 50%
No 32 32%
Maybe 18 18%
Total 100 100%

Do you like tag line of kwality walls?

3%

Yes
38%
No
59%
Maybe

Interpretation
From above tally and pie chart it was found that 50% respondents like its tagline, 32% respondents do not its
Tagline, and 18% respondents was not sure or have not noticed tagline .

59
 17. Do you like tag line of Amul?

Particular Response Percentage

Yes 62 62%
No 20 20%
Maybe 18 18%
Total 100 100%

Do you like tag line of Amul?

3%

24% Yes

No

Maybe

73%

Interpretation
From above tally and pie chart it was found that 62% respondents like its tagline, 20% respondents do not its
Tagline, and 18% respondents was not sure or have not noticed tagline .

60
 18. Have you ever suggest any of the ice cream to other?

Particular Response Percentage

Yes 68 68%
No 8 8%
Maybe 24 24%
Total 100 100%

Have you ever suggest any of the ice cream to other?

24%
Yes

No

8%
Maybe

68%

Interpretation
From above tally and pie chart it was found that that 68% respondents have suggested, 8% respondents have
not suggested and 24% respondents was not sure.

61
 19. Do you stock ice cream?

Particular Response Percentage

Yes 26 26%
No 66 66%
Maybe 8 8%
Total 100 100%

Do you stock ice cream?

8%

26%
Yes

No

Maybe

66%

Interpretation
From above tally and pie chart it was found that that 26% respondent’s stock ice cream, 66% respondents do
not stock, and 8% respondents was not sure.

62
 20. If yes which type of ice cream?

Particular Response Percentage

Stick 10 10%
Cone 6 6%
Cup 8 8%
Couple pack 6 6%
All of the above 4 4%
None of the above 66 66%
Total 100 100%

If yes which type of ice cream?

10% Stick

6% Cone

8% Cup

Couple pack
6%
All of the above
66% 4%
None of the above

Interpretation
From above tally and pie chart it was found that 10% respondents stock stick ice cream, 6% respondents stock
cone ice cream, 8% respondents stock cone ice cream, 6% respondents stock couple pack, 4% respondent stock
all the above and 66% respondents does not even stock ice cream .

63
CHAPTER- V
FINDING

64
 FINDINGS

1. The age between 21- 40 where more than a other

2. The female respondent where more as compared to male respondent.
3. Usual respondent was employed full time.
4. According to the survey, there were 68% i.e. 64 respondent who likes ice cream.
5. According to the survey, there were 38% respondent who consume ice cream twice a week.
6. According to the survey, there were 46% respondent who prefer ice cream in summer.
7. According to the survey, respondent prefer normal ice cream. Only diabetic respondent choose sugar free ice
cream
8. According to the survey, there were 46% respondent who thinks brand is little important.
9. According to the survey, 38% respondent acre about the price too.
10. According to the survey, 34% cares about the flavor.
11. According to the survey, 46% respondent really cares about the quality of ice cream.
12. According to the survey, 44% respondent care little more about variety of ice cream.
13. According to the survey, 36% respondent care about the packaging.
14. According to the survey, there were 58% respondent who is satisfied with kwality wall’s.
15. According to the survey, there were 34% respondent who were satisfied with amul too. Few respondent like
both amul and kwality wall’s both.
16. 36% respondent was moderate about using different brand ice cream like mother diary, Baskin Robbins,
havmore etc.
17. 48% were satisfied with chocolate flavor ice cream. Usually respondent was between the ages of 21-40.
18. 36% were satisfied with vanilla flavor ice cream. Usually respondent was between the ages of 41-60.
19. 24% people is moderate about having strawberry flavor ice cream. People don’t prefer strawberry as much as
chocolate and vanilla flavor ice cream.
20. 36% respondent were little dissatisfied with other flavor of ice cream.
21. 46% respondent choose ice cream of less the 20 Rs.
22. Usually respondent got to know about different ice cream types like fusion, kulfi from friends
23. According to the survey, 36% respondent buy ice cream from ice cream vendor.
24. 68% respondent like kwality wall’s logo.
25. 54% respondent like Amul logo.
26. 50% respondent like kwality walls tagline
27. 62% respondent lie Amul tagline.
28. According to the survey, 68% respondent have suggested about their favorite ice cream to others.
29. 66% respondent doesn’t tock ice cream at their place.
30. Only 10% respondent stock stick ice cream.

65
CHAPTER- VI
LIMITATIONS

66
 LIMITATIONS OF THE STUDY

1. The study was limited to the areas that were covered by the Delhi NCR. So the results cannot be represented to
all the distributors of the company
2. Study was restricted only to 50 respondent of Delhi NCR
3. Study was restricted to understand the brand preference of ice cream
4. Time period is short and resources constraints
5. This study is based on the prevailing satisfaction of the respondents. But there satisfaction may change
according to time, taste, quality etc.

67
CHAPTER- VII
RECOMMANDATION

68
 Recommendation

1. There is a scope for Amul and kwality walls to improve on its product range in different categories.
2. The company can improve its replacement policy.
3. If the availability of stock especially during the peak season can be improved, it would boost up the company’s
sales.
4. The company can improve the margins for distributors and retailers, which would act as an incentive to improve
and develop the market.
5. All these offering are no doubt welcome in the sweltering heat during summer. But "With everyone on a health
binge, it would be challenging for players to increase consumption."

69
CHAPTER- VIII
CONCLUSION

70
 Conclusion
In the Market study (both primary and secondary) of Ice creams, certain important points were found. Kwality
wall’s Ice creams are actually Ice creams, this can be considered as a big strength of Kwality wall’s. The
visibility of Kwality wall’s was not up to the mark in many areas, although we did enhance the visibility during
the course of this project but this enhancement shall be done on regular basis. Kwality wall’s shall keep a track
of these competitors’ schemes running in the market and develop its scheme accordingly. This is important
since the retailers prefer to stock and sell Ice cream brands which offer them higher net margins. The
requirements in the supply chain network for Ice Creams are different from other packaged food products and
Kwality wall’s has an efficient and the largest cold chain network across the country. Kwality wall’s has an
upper edge on its competitors on this aspect, but it is important to keep an eye on the distributor’s supply from
distributor’s storage facility to the retailers in order to minimize damaged supply issues. During my visits to the
retail and other outlets selling Kwality wall’s Ice cream, the retailers gave feedback that there is a lack of proper
process regarding replacement of damaged products and should be looked upon by the company. In the
Consumer study through a survey in Delhi NCR region, it was found that the taste and quality of an ice cream
are the most critical attributes which affect the buying decision of consumers. While on further research on
Kwality wall’s Ice cream it was found that Kwality walls’s quality is at par with the consumers’ expectations
whereas its taste needs some improvement to meet the consumers’ expectations.

71
CHAPTER- IX
BIBLOGRAPHY

72
 Bibliography

1. https://en.wikipedia.org/wiki/Ice_cream
2. https://www.pfionline.com/top-10-ice-cream-brands-in-india/
3. http://news.bbc.co.uk/cbbcnews/hi/find_out/guides/tech/ice-cream/newsid_3
4. http://www.icecreamhistory.net/
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6. https://en.wikipedia.org/wiki/Kwality_Wall%27s
7. https://www.kwalitywalls.in/home.html
8. https://www.hul.co.in/brands/food-and-drink/kwality-walls.html
9. https://www.moneycontrol.com/news/business/covid-19-impact-ice-cream-industry-suffers-a-
meltdown-sales-dip-50-5354041.html
10. https://www.mbaskool.com/brandguide/food-and-beverages/413-amul-ice-cream.html
11. https://www.mbaskool.com/brandguide/food-and-beverages/485-kwality-walls.html
12. Adams, C. (2013, Spring). The palette of America: Fast food preferences. Journal of American Cuisine,
14, pp. 17-27. Jones, B. (2011). The candy man can. Boston, MA. Yummy Printing Press. Wiggins, J.
(2009). Ice cream: A Sweet history. London, England. Willy Wonka Press.

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CHAPTER- IX
ANEXURE

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 ANEXURE/ QUESTIONNAIRE

1. Name ___________________
2. Age _______________ yrs.
3. Gender
a) Male
b) Female
c) Others
4. Occupation
a) Employed full time
b) Employed part time
c) Self employed
d) Full time home maker
e) Full time student
5. Do you like ice cream?
a) Yes
b) No
c) Maybe
6. How much ice cream do you consume?
a) Once a day
b) Twice a day
c) Twice a week
d) Twice a month
e) Others
7. Which season do you like to eat ice cream?
a) Spring
b) Winter
c) Summer
d) Fall
e) Anytime
8. What kind of ice cream do you like?
21. Gluten free
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 22. Normal
23. Sugar free
24. Others
9. Rate the factor which you will take into consideration according to the degree of importance when you
chose ice cream? ( 5 will be the most important and 1 will be the least important)
1 2 3 4 5

Brand

Price

Flavor

Quality

Variety

Packaging

10. Rate the ice cream brand :

Satisfaction Less Moderate Less Dissatisfaction
satisfaction dissatisfaction
Kwality Wall’s

Amul

Others

11. Rate the ice cream flavors:

Satisfaction Less Moderate Less Dissatisfaction
satisfaction dissatisfaction
Chocolate

Vanilla

Strawberry

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Others

12. What range of ice cream price do you usually choose?

a) Below 20
b) 20-50
c) 50-100
d) Above 100
13. From which source you come across about the amul and kwality walls?
25. Friend
26. Relative
27. Advertisement
28. Newspaper
29. Others
14. Usually from where do you buy ice cream from?
30. Online
31. Retail shop
32. Mall
33. Ice cream vendor
34. Others
15. Do you like the logo of kwality walls?
a) Yes
b) No
c) Maybe
16. Do you like the logo of amul?
a) Yes
b) No
c) Maybe

17. Do you like tag line of kwality walls?

35. Yes
36. No
37. Maybe
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18. Do you like tag line of Amul?
38. Yes
39. No
40. Maybe
19. Have you ever suggest any of the ice cream to other?
41. Yes
42. No
43. Maybe

20. Do you stock ice cream?

a) Yes
b) No
c) Maybe

21. If yes which type of ice cream?

a) Stick
b) Cone
c) Cup
d) Couple pack
e) All of the above
f) None of the above

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