Page 105 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes tend to be consistent. As a result of this, change in one attitude component tends to trigger
related changes in the other components. This tendency is the basis for a substantial amount of
marketing strategy.
In certain situations, beliefs and feelings about a chosen brand do not have to change for consumers
to establish an intention to buy if the economic reward is large enough.

Example: A sharp reduction in price or a special deal offer may work as powerful
inducement for consumer to try a less-favoured brand.

Caselet Baskin-Robbins Analyses Indian Consumers'
Attitude towards Ice Cream

askin-Robbins, the leading ice cream parlour brand, recently took a research-survey
in the ice cream segment. The usage and attitude (U&A) study was spread across six
Bcities and involved an in-depth analysis of the usage and attitude of the Indian
consumer towards ice creams and related offerings.
The research was bucketed into five different segments - category, product, brand, parlours
and kids; with a clear objective to understand consumer interaction with ice cream in its
entirety, including usage habits, attitudes and the competitive landscape for ice creams.
This study targeted everyone - kids and adults, who had consumed ice cream in the last
one month with a sample size of more than 1200 respondents.

To deep dive further into ice cream category, the research was broken down into qualitative
and quantitative analysis. The qualitative phase involved a blend of some unique and
traditional methods such as expert interviews, dessert table, pink couch, brand perception
mapping, retail observation and counter sales interview. Whereas the quantitative approach
included face-to- face interviews with respondents and a semi-structured questionnaire.

The research brought out some interesting findings which included: Indian consumers
prefer cups over cones, single males eat more ice cream than married men, 95 percent
consumers do not like sharing their ice creams. It also revealed that vanilla and butterscotch
are preferred over chocolate flavoured ice creams.

Some other key findings of the study revealed that ice creams and soft drinks have the
highest share of stomach among dessert food items in the country. In addition the frequency
of ice cream consumption is highest in Delhi and lowest in Hyderabad. It also stated that
90 percent of the times, ice cream is consumed without toppings such as nuts, sauces, fruits;
and that Chocolate, Strawberry and Vanilla are the most preferred flavours.
Commenting on the release, Ashwin Uppal, GM Marketing, Baskin-Robbins India, said,
"As a strong global ice cream brand, we pride ourselves in understanding our consumers
better. The Indian market offers a great potential for ice cream consumption and has been
growing steadily year after year. While we've managed to have a strong foothold in India,
our consumers are fast evolving and we have to keep pace with their changing aspirations
as well as their attitude towards the category. Having conducted such a detailed consumer
study, we will now be in a better position to know what our consumers want and thereby
add more fun and happiness to their lives. After all, we sell fun, not just ice creams."
Source: www.imagesfood.com

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