buyer behaviour with respect to ice-creams
Introduction:
This assignment deals with an investigation into the buyer behaviour and buying patterns of consumers with respect to ice-creams. The fundamental issues that we start off by addressing are those of why people buy ice-creams and what they look for in an ice-cream. The realization of what needs of a consumer are addressed by an ice-cream will be crucial in not only tailoring our product to those needs but also in demarcating the various segments.
Several attributes of ice-creams needed by buyers were listed but it was unclear as to what the relative importance of each of these was. With an eye on determining this relative importance, a survey was conducted wherein the attributes were ranked by the respondents and given a total overall rank each. The survey also aimed at exploring various other facets of buyer behaviour through pointed questions and a mix of multiple-choice and open-ended answers.
The various issues the survey looked to throw some light upon are:
· Brand-consciousness levels among the consumers
· Favourite flavours
· Price-sensitivity
· Other factors such as place of consumption, ethos of consumption etc.
Survey Analysis:
The survey was conducted among students belonging to the 23-26 years age group. The attributes ranked by the respondents are goodness of taste, flavour used, colour, type/variety (such as sticks, cones etc.), price, brand and dealer. The results of the survey are tabulated below.
Respondent no. 1 2 3 4 5 average
Taste 1 3 1 2 1 1.6
Flavour 2 1 2 1 2 1.6
Colour 5 7 6 6 7 6.2
Type (form) 3 4 4 6 5 4.4
Price 7 6 5 3 4 5
Brand 4 2 3 4 3 3.2
Dealers 6 5 7 6 6 6
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