buyer behaviour with respect to ice-creams
Deciding on brand
0.5 - 2 min Deciding the Quantity/Price
3.5 - 10 min Total
Market Segmentation:
The segmentation of the ice-cream market can be done in three ways – flavour of ice-cream, type of ice-cream consumed (cones, sticks etc.) and the social need satisfied by the ice-cream.
The main flavours in the Indian market are vanilla, chocolate and strawberry. Together these constitute more than 70% of the market share in India*. The survey conducted during the assignment showed 4 out of five people liking one of these three flavours.
The next way of segmentation depends on the Type. It can be broadly segmented as cups, cones, bars/sticks. Out of the 5 respondents of he survey 3 respondents preferred cones, one preferred cup and one was indifferent.
The next parameter to segment is Social need. Here we take a look at what an ice cream means to a consumer and what purpose it serves to him. For example, some people consider eating ice cream as an activity that brings the family together. Some youngsters eat ice creams with friends and view it as an activity that represents their youth. Hence we can segment the market into consumers at home, consumers with friends and consumers who eat alone.