INTRODUCTION ABOUT THE TOPIC

Ice-cream is a sweetened frozen food typically eaten as a snack or dessert. It is usually made
from dairy products, such as milk & cream, & often combined with fruits or other ingredients
&flavors. It is typically sweetened with sugar or sugar substitutes. Typically,
flavorings&colorings are added in addition to stabilizers. The mixtures is stirred to
incorporate air spaces & cooled below the freezing point of water to prevent detectable ice
crystals from forming. The result is a smooth, semi-solid foam that is solid at very low
temperature (<35 *F / 2* C). It becomes more malleable as its temperature increases.

The meaning of the phrase ‘’ice-cream’’ varies from one country to another. Phrases such as
’’frozen custard’’, ‘’frozen yogurt’’, ’’sorbet ‘’, ‘’gelato’’ & others are used to distinguish
different varieties & styles. In some countries, such as the United States, the phrase ‘’ice-
cream’’ applies only to a specific variety, & most governments regulate the commercial use
of the various terms according to the relative quantities of the main ingredients, notably the
amount of cream.

The ice cream industry in India is worth Rs. 2,000 cores. The industry can be divided into the
branded market and the unbranded market. Here is a list of most popular Ice cream brands in
country.

The research work carried out below to study the market share of DINSHAWS ICE-CREAM
in Nagpur in present crises environment. In consumer market commitment to quality &
customer satisfaction in the basic success of any organization. “Market share “indicates the
position of organization in market as compare to its competitor. Who are engaged in a same
business or industry”.

DINSHAWS ICE-CREAM and the various types of ice cream is a well-organized company.
A various brands is ICE-CREAM a wide range of ice-cream. The management reviews the
overall position of the company in this one year and this available data and information the
management adopt a perfect strategy to acquire more growth in the market.

Therefore I have selected this company to study the market share of all the ice cream brand in
Nagpur territory.

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 INTRODUCTION OF CONSUMER BEHAVIOUR
CONSUMER BEHAVIOR
Consumer behavior involves the psychological processes that consumers go through in
recognizing needs, finding ways to solve these needs, making purchase decisions (e.g.,
whether or not to purchase a product and, if so, which brand and where), interpret
information, make plans, and implement these plans (e.g., by engaging in comparison
shopping or actually purchasing a product).

SOURCES OF INFLUENCE ON THE CONSUMER.

The consumer faces numerous sources of influence.

Often, we take cultural influences for granted, but they are significant. An American will
usually not bargain with a store owner. This, however, is a common practice in much of the
World. Physical factors also influence our behavior. We are more likely to buy a soft drink
when we are thirsty, for example, and food manufacturers have found that it is more effective
to advertise their products on the radio in the late afternoon when people are getting hungry.

A person’s self-image will also tend to influence what he or she will buy—an upwardly
mobile manager may buy a flashy car to project an image of success. Social factors also
influence what the consumers buy—often, consumers seek to imitate others whom they
admire, and may buy the same brands. The social environment can include both the
mainstream culture (e.g., Americans are more likely to have corn flakes or ham and eggs for
breakfast than to have rice, which is preferred in many Asian countries) and a subculture

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(e.g., rap music often appeals to a segment within the population that seeks to distinguish
itself from the mainstream population).

Thus, sneaker manufacturers are eager to have their products worn by admired athletes.

CONSUMER CHOICE AND DECISION MAKING:

Problem RecognitionOne model of consumer decision making involves several steps. The
first one is problem recognition—you realize that something is not as it should be. Perhaps,
for example, your car is getting more difficult to start and is not accelerating well.

The second step is information search—what are some alternative ways of solving the
problem?

You might buy a new car, buy a used car, take your car in for repair, ride the bus, ride a taxi,
or ride a skateboard to work. The third step involves evaluation of alternatives. A skateboard
is inexpensive, but may be ill-suited for long distances and for rainy days. Finally, we have
the purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the
store because you did not find it satisfactory). In reality, people may go back and forth
between the stages.

For example, a person may resume alternative identification during while evaluating already
known alternatives.

It is important to consider the consumer’s motivation for buying products. To achieve this
goal, we can use the Means-End chain, wherein we consider a logical progression of
consequences of product use that eventually lead to desired end benefit. Thus, for example, a
consumer may see that a car has a large engine, leading to fast acceleration, leading to a
feeling of performance, leading to a feeling of power, which ultimately improves the
consumer’s self-esteem. A handgun may aim bullets with precision, which enables the user
to kill an intruder, which means that the intruder will not be able to harm the consumer’s
family, which achieves the desired end-state of security. In advertising, it is important to
portray the desired end-states. Focusing on the large motor will do less good than portraying
a successful person driving the car.

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INFORMATION SEARCH AND DECISION MAKING.
Consumers engage in both internal and external information search. Internal search involves
the very important that marketing programs achieve “top of mind” awareness. For example,
few people will search the Yellow Pages for fast food restaurants; thus, the consumer must be
able to retrieve one’s restaurant from memory before it will be considered. For high
involvement products, consumers are more likely to use an external search. Before buying a
car, for example, the consumer may ask friends’ opinions, read reviews in Consumer Reports,
consult several web sites, and visit several dealerships.

Thus, firms that make products that are selected predominantly through external search must
invest in having information available to the consumer in need—e.g., through brochures, web
sites, or news coverage.

A compensatory decision involves the consumer “trading off” good and bad attributes of a
product. For example, a car may have a low price and good gas mileage but slow

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acceleration. If the price is sufficiently inexpensive and gas efficient, the consumer may then
select it over a car with better acceleration that costs more and uses more gas. Occasionally,
a decision will involve a non-compensatory strategy. For example, a parent may reject all
soft drinks that contain artificial sweeteners. Here, other good features such as taste and low
calories cannot overcome this one “non-negotiable” attribute.

The amount of effort a consumer puts into searching depends on a number of factors such as
the market (how many competitors are there, and how great are differences between brands
expected to be?), product characteristics (how important is this product? How complex is the
product? How obvious are indications of quality?), consumer characteristics (how interested
is a consumer, generally, in analyzing product characteristics and making the best possible
deal?), and situational characteristics (as previously discussed).

Attitudes.
Consumer attitudes are a composite of a consumer’s

(1) beliefs about,

(2) feelings about,

(3) and behavioral intentions toward some “object”—within the context of marketing,
usually a brand, product category, or retail store. These components are viewed
together since they are highly interdependent and together represent forces that
influence how the consumer will react to the object.

Beliefs.

The first component is beliefs. A consumer may hold both positive beliefs toward an object
(e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains
papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in
valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a
cold morning, but not good on a hot summer evening when one wants to sleep). Note also
that the beliefs that consumers hold need not be accurate (e.g., that pork contains little fat),
and some beliefs may, upon closer examination, be contradictory.

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Affect.
Consumers also hold certain feelings toward brands or other objects. Sometimes these
feelings are based on the beliefs (e.g., a person feels nauseated when thinking about a
hamburger because of the tremendous amount of fat it contains), but there may also be
feelings which are relatively independent of beliefs. For example, an extreme
environmentalist may believe that cutting down trees is morally wrong, but may have positive
affect toward Christmas trees because he or she unconsciously associates these trees with the
experience that he or she had at Christmas as a child.

Behavioral intention.
The behavioral intention is what the consumer plans to do with respect to the object (e.g., buy
or not buy the brand). As with affect, this is sometimes a logical consequence of beliefs (or
affect), but may sometimes reflect other circumstances--e.g., although a consumer does not
really like a restaurant, he or she will go there because it is a hangout for his or her friends.
Changing attitudes is generally very difficult, particularly when consumers suspect that the
marketer has a self-serving “agenda” in bringing about this change (e.g., to get the consumer
to buy more or to switch brands). Here are some possible methods:

Changing behavior.
People like to believe that their behavior is rational; thus, once they use our products, chances
are that they will continue unless someone is able to get them to switch. One way to get
people to switch to our brand is to use temporary price discounts and coupons; however,
when consumers buy a product on deal, they may justify the purchase based on that deal (i.e.,
the low price) and may then switch to other brands on deal later. A better way to get people
to switch to our brand is to at least temporarily obtain better shelf space so that the product is
more convenient. Consumers are less likely to use this availability as a rationale for their
purchase and may continue to buy the product even when the product is less conveniently
located.

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Changing beliefs.

Although attempting to change beliefs is the obvious way to attempt attitude change,
particularly when consumers hold unfavorable or inaccurate ones, this is often difficult to
achieve because consumers tend to resist. Several approaches to belief change exist:

Change currently held beliefs.

It is generally very difficult to attempt to change beliefs that people hold, particularly those
that are strongly held, even if they are inaccurate. For example, the petroleum industry
advertised for a long time that its profits were lower than were commonly believed, and
provided extensive factual evidence in its advertising to support this reality. Consumers were
suspicious and rejected this information, however.

Perception.
Our perception is an approximation of reality. Our brain attempts to make sense out of the
stimuli to which we are exposed. This works well, for example, when we “see” a friend three
hundred feet away at his or her correct height; however, our perception is sometimes “off”—
for example, certain shapes of ice cream containers look like they contain more than
rectangular ones with the same volume.

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 COMPANY PROFILE

DINSHAW

History of the company

It was in year 1930 the two enterprising brothers, Dinshaw’s & Erach Rana started a small
dairy business in Nagpur. They started their business with an initial cost worth rupees 5000/-.
Their obsession with quality & transparent business practices, brought prosperity &
confidence to the young businessmen. When opportunity knocked in the form of English man
who suggested that they try manufacturing ice-cream, the idea was accepted by them & soon
Nagpur ians came to know the creamy, hand delicacy.

Then in the year 1932 the two brothers established a company named Dinshaw’s Frozen
Foods with the operation restricted to Nagpur city with the production capacity of 25 liters
per day.

Success breeds success. The sound business principles of the founders, which gave them their
initial success, became the foundation of Dinshaw’s business edifice. Quality consciousness
went beyond the quality of relations with employees, business association & its ultimate
consumer.

Persistent efforts from prospective distributers & dealers of other areas & greater demand for
more varieties from existing areas forced Dinshaw’s to expand its manufacturing capacities.
With the expansion of the business the company was experiencing difficulty in getting
regular supplies of good quality milk. The obstacle was turned into a business opportunity to
diversify into milk business.

The citizen of Nagpur who were dependent only on milk supplied by Government milk
scheme & local vendors welcomed the supply standardized quality milk & Dinshaw’s
become the first branded milk to be sold in Nagpur. With the best machinery Dinshaw’s are
providing milk just as richer, creamier & also new brand milk.

To give proper & timely supply they are completely geared with refrigerated when & cold
storage to cater the demand of retail outlets. Dinshaw’s is completely equipped to meet the

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demand of entire Nagpur district & another district. And other new markets that intend to
cover. Dinshaw’s is the well established grand in central India with present production
capacity of over 1.25lakh litter of milk per day & has capacity of processing & packaging for
selling. Having a turnover of over Rs.100 crores per annum.

The growing turnover of the company provides evidence of the popularity & trust Dinshaw’s
has gained. Today Dinshas’s tickles the test ups of milk lover increasing. True & over 52
strong networks of distributors & retailers. In Nagpur itself it has network of over 1500
retailers.

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Purity hygiene, freshness, values that dinshaw’s has cherished for over 75 year from
homemade ice-cream to milk journey. It launched itself with milk brand trying to prove its
magic again & which has been which has successful venture till today. Dinshaw,s offer
Paneer, Milk product, Curd, Butter milk, Sheekhand & wide range of ice-cream.

Dinshaw’s sale of milk is around 1,25,000 litter per day. Dinshaw’s uses about 65,000 litter
of milk daily through 5 chilling centers that procurement from different villages around
Nagpur. Dinshaw’s milk contains specified levels of proteins, calcium, fat, energy, glucose,
lactose & calories. Dinshaw’s dairy division is in 3 states. It has around 80 distributors &
3000 outlets. Dinshaw’s milk sale is around & total over Rs. 100crores annually.

Dinshaw’s is the central India’s largest private sector dairy & is a market leader in Nagpur.

Dinshaw’s with a growth rate of around 12 to 15 % annually today is the 4th in the Ice-cream
business behind the Quality walls, Vadilal. Dinshaw’s ice-cream is present in 13 states & its
sale is around Rs. 60 cores annually.

It was 1st dairy in Central India to have received both the ISO 2001 quality assurance
certifications.

Ice-cream today seems to have captured the fancy of taste buds, the world over caste,
color, creed, age society and most of al season is absolutely no bar to its
environment, new flavors and color combination.

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Responding to this, established taste psyche, DINSHAW’SDAIRY FOODS LTD. have
introduced “DINSHAW’S ICE-CREAM” which established in the year1932.
DINSHAW’SICE-CREAM is 77years old organization.

The parameters of Indian consumers want the superior quality and taste have grown
tremendously over last decade and the one benefit most has been to the ice-cream industry.
DINSHAW’SICE-CREAM comes as a pure change to take its place among the settled brands.
Having understood the demand of good refrigeration for the last 77years, thanks to
[Link] Bafnathe director of DINSHAW’S DAIRY FOODS LTD. seems to have
mastered the ratty-gritty of quality production along with refrigeration. DINSHAW’S ICE-
CREAM is distributed through over 5000 retail outlets in the states of Maharashtra, Goa, Delhi,
Karnataka, Andhra Pradesh, and Tamilnadu

PLANT & EQUIPMENT

The ICE-CREAM and dessert are created in a state of the art, sophisticated plant that is
equipped with latest technology and top of the line amenities.

The plant is located in Nagpur.

They use advanced international technology to create ice-cream with strict adherence to
server quality controls and hygiene norms.

This ice-cream is a super premium ice-cream whit natural ingredients and available only
selected parlors.

Headquarters of Dinshaw’s

B/212, Oberoi Chambers. Opp. Sab. TV, off. New Link Road,

Andheri (W), Mumbai-400 053.

Telefax: 26733604/14.

E-mail:Mumbai@[Link]

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 Factory of Dinshaw’s

Dinshaw’s Dairy Food Ltd.,

Plot No.41/42.,Ayur’s Park.

Five Star industrial area,

Botti-Bori, Nagpur,

[Link].

Dock Yard

Dinshaws Dairy Food Ltd.,

Opp. Hotel Sai Palace,

Near Shayadri Nagar Bus Stop,

Mumbai Agra Haiway, Nagpur-9.

Tel: 02533254347,Mob: 09823595520.

Siddhkala Enterprises,

Distributor of Baedeker Pickle, Masala,

Bansiram Namkin & Dinshaws Ice-Cream, top n town, vadilal

Shop No.03, Kshitish Apartment,

Rane Nagar, Chetna Nagar Nagpur. - 09.

Ph No: 02532390286.

Mob: 09860813954.

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LIST OF REGIONAL & AREA OFFICE
Since the business of the company has Captured the major share in the index & also in
capital cities market the company has to go for efficient networking channel, so that business
dealing do not fall victims in time. Company divided in Maharashtra in nine regions as listed
below,
 Mumbai
 Nagpur
 Nasik
 Dhule
 Jalgaon
 Kolhapur
 Pune
 Solapur
 Aurangabad

INFRASTRUCTURE PROVIDED BY COMPANY

One of the most motivated things to the retailers is that the Infrastucture provided by
company to the retailers. To expand & capture more & more market company always support
to the retailers by providing the following things.

 Company delivered the important grade deep freezer of 7.5 cubic feet capacity
in very low price.
 To develop the retailers spot the company provides full advertising support.
 Provides all 32 ranges of bulk ice-creams.
 Special schemes to retailers & customers.
 Extra discount facilities.
 Good margin.

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MARGINE STRUCTURE

 Brand’s Name  Margin to Distributor  Margin to retailer

 Dinshaw’s  10%  25.50%
 Amul  06%  15%
 Freshna  17.50%  25%
 Vadilal  12%  24%
 Kwality Walls  08%  22%

ORGANISATION CHART

Managing Director
----------------------------------------------- -----------------------------------------------------------------
↓ ↓ ↓
Director Production Director Marketing Director Finance
↓
Regional Sales Manager
↓
Area Sales Manager
↓
Area Sales Executive
↓
Pilot

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Product Profile Of Dinshaw’s :-
 White butter
 Condensed milk
 Curd
 Kulfi
 Milk
 Lassi
 Sweetend lassi
 Ghee
 Bread
 Paneer
 Ice-cream
 Pure desi ghee
 Cheddar cheese
 Skim milk powder
 Salted butter
 Kokum butter
 Dairy milk powder

Production of different flavors of ice-cream:-

Dinshaw’s ice-cream is a super premium ice-cream made with natural ingredients & available
only in selected parlors. Dinshaw’s ice-creams dealing with various categories given below &
each one having various flavors.
 Kesar pista
 Choco-chips
 Kaju kaismis
 Butter-scotch
 Mello-jello
 Mango tango
 Three in one
 Vanilla
 Strawberr

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 OBJECTIVES OF STUDY

o To study the concept of consumer behaviour & it’s effect on trade.

o To study the different type of Ice-cream provide by the Dinshaws Ice-cream

o To know the various marketing mix that influence the consumer behavior for
purchasing Dinshaws Ice-cream.

o To study of consumer behavior towards ice-cream consumption in Nagpur.

o To find out the current level of consumers for various ice-cream products of
Dinshaw’s ice-cream.

o To Analyse Measures To Improve The Current Consumer For Various Ice-

Cream Products Of Dinshaw,S Ice-Cream.

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Objectives Of Nagpur Plant Of Dinshaw’s Frozen Food:-

 The main aim of Dinshaw’s to minimize the growth of micro-organisms

during the storage period.
 Promotion longer shelf life & reduced hazards from eating the food.
 To ensure supply of fresh food throughout the year.
 To import through knowledge on the technical skills in various aspects of food
processing & preservation.
 To inculcate workers to work in a hygienic way.
 To provide an employment potential in food processing & preservation/ self
employment.
 Handling of preservation equipment for large scale.
 Working in hygienic manner.
 Maintaining sanitation.
 Preparation of preserved products.
 Identification of spoilage & apply remedial measurements.
 Setting up of modified/ controlled atmospheric cold storage.
 It not only takes care of people’s health by providing good quality milk &
milk product but also cares a lot for the environment.
 Reduction in breakdown.
 Reduction in safety, health & environment incidences.
 On time delivery.

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PRODUCT PROFILE

DINSHAW’S ICE CREAM is a super premium ice cream made with natural ingredients and is
available only in selected parlors DINSHAW’S ICE CREAM dealing with various categories
given below & each one having various flavors.

TAKE HOME

750ML PACKS 400ML PACKS

DOUBLE DELIGHT
Kesar Pista 70/- Butterscotch 45/-
(750ml+750ml) 1500ml
Choco-Chips 60/- Mango 45/-
Butterscotch+ Vanilla
Kaju Kismis 60/- Strawberry 32/-
110/-
Butterscotch 60/- Pista 32/-
Chocolate+ Vanilla 99/-
Mello-Jello 60/- Vanilla 32/-
Strawberry+ Vanilla 95/-
Mango Tango 60/- Raspberry Ripple 32/-
Three-in-One 55/-
Vanilla 50/-
Strawberry 50/-
Pista 50/-
TWINS BARS
UTSAV PACKS
PREMIUM TUBS Mango 12/-
Butterscotch 110/-
Belgium Chocolate (New) Raspberry 12/-
Vanilla 80/-
100/- Lychee 12/-
Strawberry 80/-
Jamaican Malt ‘n’ Almond
(New) 80/- SUNDAES
IMPULSEICE
Praline & Cream (New) 80/- Kesar Kamal 20/-
LOLLIES
Anjeer Badam 80/- Mocha Almond 20/-
Nice-Spice 80/- Double Fundae 15/-
Mango 5/-
King Alphonso 80/-
Katchi Kairei 5/-
Fruit Overload 80/- BAR NOVELTIES
Orange 5/-
Kesar Kamal 80/- Choc-O-Nut (New) 20/-
Nimbu Pani 5/-
Sitafal 80/- Kaju Fudge 20/-

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 Ripe Strawberry Choco Chips 70/- Heart Beat 20/-
5/- Butterscotch 70/- Rainbow 10/
Pineapple Supreme (New)
70/- CHOCO BAR
Vanilla classic 50/- Champ Choco Bar 14/-
SMALL CUPS Choco Bar (New) 10/-
Butterscotch 6/- LARGE CUPS Choco Bar 8/-
Strawberry 5/- Kesar Pista 18/-
Vanilla 5/- Butterscotch 16/-
Mango Alphonso 16/-
Vanilla 10/- CARNIVAL
Strawberry 10/- Choco Chips 20/-
KULFI Pista 10/- Butterscotch 20/-
Mango Malai 10/- Badam Roasted 20/-
Kesar Malai 10/- NOVELTIES Strawberry-Pista 15/-
Maha Sundae 25/- Choco-Delight (New) 15/-
Cassata 25/-
Yorker 12/-

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SOME PRODUCT OF THE DINSHAW

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 RESEARCH METHODOLOGY

Research is an art of scientific investigation; research is the systematic method consisting of

enunciating the problem, formulating a hypothesis, collecting the facts and data, analyzing
the fact and reaching certain conclusions either in the form of solutions towards the
concerned problem or in certain generalization for some theoretical form.

Research is the process of systematic and in depth study or search of any particular topic,
subject by the collection, presentation and interpretation of relevant details or data. It is a
careful search or injury into any subject or subject matter, which is an endeavor to discover or
to find out valuable facts, which would be useful for further application or utilization.

The methodology used for research study is observation and survey methodology. The data
which is taken for consideration in study has been collected through primary data &
secondary data.

Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford Woody research comprises defining and redefining problems,
formulating hypothesis or suggested solutions; collecting, organizing and evaluating data;
making deductions and reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis. D. Slesinger and M. Stephenson in the
Encyclopedia of Social Sciences define research as “the manipulation of things, concepts or
symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that
knowledge aids in construction of theory or in the practice of an art.”3 Research is, thus, an
original contribution to the existing stock of knowledge making for its advancement. It is the
pursuit of truth with the help of study, observation, comparison and experiment. In short, the
search for knowledge through objective and systematic method off ending solution to a
problem is research. The systematic approach concerning generalization and the formulation
of a theory is also research. As such the term ‘research’ refers to the systematic method
consisting of enunciating the problem, formulating a hypothesis, collecting the facts or data,
analyzing the facts and reaching certain conclusions either in the form of solutions(s) towards
the concerned problem or in certain generalizations for some theoretical formulation.

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 TYPES OF RESEARCH

The basic types of research are as follows:

(i) Descriptive vs. Analytical

Descriptive research includes surveys and fact-finding enquiries of different kinds. The major
purpose of descriptive research is description of the state of affairs as it exists at present. In
social science and business research we quite often use the term Ex post facto research for
descriptive research studies. Example , frequency of shopping, preferences of people, or
similar data. Ex post facto studies also include attempts by researchers to discover causes
even when they cannot control the variables. The methods of research utilized in descriptive
research are survey methods of all kinds, including comparative and correlation methods.

(ii) Applied vs. Fundamental

Research can either be applied (or action) research or fundamental (to basic or pure) research.
Applied research aims at finding a solution for an immediate problem facing a society or an
industrial/business organization, whereas fundamental research is mainly concerned with
generalizations and with the formulation of a theory. “Gathering knowledge for knowledge’s
sake is termed ‘pure’ or ‘basic’ research.”4 Research concerning some natural phenomenon
or relating to pure mathematics are examples off fundamental research. Similarly, research
studies, concerning human behavior carried on with a view to make generalizations about
human behavior, are also examples off fundamental research, but research aimed at certain
conclusions (say, a solution) facing concrete social or business problem is an example of
applied research.
(iii)Quantitative vs. Qualitative
Quantitative research is based on the measurement of quantity or amount. It is applicable to
phenomena that can be expressed in terms of quantity. Qualitative research, on the other
hand, is concerned with qualitative phenomenon, i.e., phenomena relating to or involving
quality or kind. For instance, when are interested in Investigating the reasons for human
behavior (i.e., why people think or do certain things), we quite often talk of ‘Motivation
Research’, an important type of qualitative research. This type of research aims at
discovering the underlying motives and desires, using in depth interviews for the purpose.
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Other techniques of such research are word association tests, sentence completion tests, story
completion tests and similar other projective techniques. Attitude or opinion research i.e.,
research designed to find out how people feel or what they think about a particular subject or
institution is also qualitative research.

(iv)Conceptual vs. Empirical

Conceptual research is that related to some abstract idea(s) or theory. It is generally used by
philosophers and thinkers to develop new concepts or tore interpret existing ones. On the
other hand, empirical research relies on experience or observation alone, often without due
regard for system and theory. It is data-based research, coming up with conclusions which are
capable of being verified by observation or experiment. We can also call it as experimental
type of research. In such a research it is necessary to get at facts firsthand, at their source, and
actively to go about doing certain things to stimulate the production of desired information.
In such a research, the researcher must first provide himself with a working hypothesis or
guess as to the probable results. He then works to get enough facts (data) to prove or disprove
his hypothesis. He then sets up experimental designs which he thinks will manipulate the
persons or the materials concerned so as to bring forth the desired information.

(v)Some Other Types of Research

All other types of research are variations of one or more of the above stated approaches,
based on either the purpose of research, or the time required to accomplish research, on the
environment in which research is done, or on the basis of some other similar factor. Form the
point of view of time, we can think of research either as one-time research or longitudinal
research. In the former case the research is confined to a single time-period, whereas in the
latter case the research is carried on over several time-periods. Research can be field-setting
research or laboratory research or simulation research, depending upon the environment in
which it is to be carried out. Research can as well be understood as clinical or diagnostic
research. Such research follow case-study method or in depth approaches to reach the basic
causal relations. Such studies usually go deep into the causes of things or events that interest
us, using very small samples and very deep probing data gathering devices.

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RESEARCH DESIGN.
This project is based on exploratory study as well descriptive study. It was an exploratory
study when the customer satisfaction level was studied to suggest new methods to improve
the services of Dinshaw’s ice-cream and it was descriptive study when detailed study was
made for “consumer behavior towards Dinshaw’s ice-cream”.

SAMPLE SIZE.
Large sample gives reliable result than small sample. However, it is not feasible to target
entire population or even a substantial portion to achieve a reliable result. So, in this aspect
selecting the sample to study is known as sample size. Hence, for my project my sample size
was 50.

SAMPLE UNIT.

Nagpur City Is Considered As Sample Unit.

SAMPLING METHOD.
Convenience sampling was used by the researcher because it is easy and cheat collect data.
Moreover the population size was very large to cover so it was best to use convenience
sampling.

PLAN OF ANALYSIS.
Tables were used for the analysis of the collected data. The data is also neatly presented with
the help of statistical tools such as graphs and pie charts. Percentages and averages have also
been used to represent data clearly and effectively.

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 HYPOTHESIS

 The level of customer’s preference is high for Dinshaw’s and its quality has a
positive impact on consumer buying behavior.

 The level of customer’s preference is low for Dinshaw’s and its quality is not positive
impact on consumer buying behavior.

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 DATA COLLECTION& ANALYSIS OF DATA.

Data collection is the process of gathering and measuring information on targeted variables in
an established systematic fashion, which then enables one to answer relevant questions and
evaluate outcomes. The data collection component of research is common to all fields to
study including physical and social sciences, humanities and business. It helps us to collect
the main points as gathered information. While methods vary by discipline, the emphasis on
ensuring accurate and honest collection is to capture quality evidence that then translated to
rich data analysis and allows the building of a convincing and credible answer to questions
that have been posed.
The data used for this study will be of primary and secondary nature, both.
Will be bone as follows:-
 Primary Data
 Secondary Data

Primary data
The data which are collected from the field under the control and supervision of an
investigator. Primary data means original data that has been collected specially for the
purpose in mind. This type of data is generally afresh and collected for the first time. It is
useful for current studies as well as for future studies.

Various methods were used to collect the primary data. These are

01. Observations

02. Personal interview

03. Questionare

It is the methods of nothing and recording information without asking specific question from
the respondents. The advantage of this method is that it is highly effective to provide
information asked for.

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Secondary data.
Data gathered and recorded by someone else prior to and for a purpose other than has been
collected for another purpose. It involves cost, time and effort .Secondary data is data that is
being reused. Usually in a different context. For example: data from a book.
 There primary data is collected through with Questionare, Observation.
 There secondary data is collected through with Books, journals, newspaper, websites,
etc.

SAMPLING TECHNIQUE.

Random sampling technique was used in the survey conducted.

TOOLS OF ANALYSIS.

Data has been presented with the help of bar graph, pie charts, line graphs etc.

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 DATA ANALYSIS & INTERPRETATION
Que1. Which age group you belong to?

Category No. of people Percentage of people

(Age group)
10-20 08 15%
20-30 25 50%
30-40 06 12%
40 & above 11 23%
Total 50 100%

23% 15%

AGE OF GROUP 10-20

12% AGE OF GROUP 20-30
AGE OF GROUP 30-40
50%
AGE OF GROUP 40 & ABOVE

Pie-Graph showing the age group to which sample size belong.

INTERPRETATION
There were total 150 people in a sample. Out of 150 people 15% people belong to age group
10-20 years, 50% people belong to age group 20-30 years, 12% people belongs to age group
30-40 years & 23% people belongs to age group 40 & above.
People of age group 20-30 were more enthusiastic to answer & they are the one who are
mainly targeted by marketers to sell their products. The youth is largest consuming section.

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Que2. Gender of the respondents is:

Gender No. of people Percentage of people

Male 30 59%
Female 20 41%
Total 50 100%

MALE
FEMALE
41%

59%

Pie-Graph showing Gender of the respondents

INTERPRETATION

Male respondents are in majority in my sample constituting 59%. They are the one‘s who
take initiative to purchase products for their family & themselves.
Female generally don’t take initiative to answer. It was difficult to catch them to fill the
questionnaire. Still they showed good amount of interest & constituted 41% of total
respondents.

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Ques3. Are you consumer of Dinshaw’s products?

Are they consumers No. of people Percentage of people

Yes 50 100%
No 0 0%
Total 50 100%

YES
NO

100%

Pie-graph showing number of people who are consumer of Dinshaw’s products

INTERPRETATION

The above statistical analysis states that all the respondents selected randomly have at least
once consumed Dinshaw’s products. This is a very positive response as the target market
constitutes a large number.
There is no section of people who are unaware of Dinshaw’s product. Whether it’s upper
class, middle class or lower class people.

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Que 4. If yes then tick the products you had?

Category No. of people Percentage of people

(Dinshaw’s products)

Ice-Cream 22 44%
Milk 12 23%
Paneer 09 17%
Other Dinshaw’s products 07 15%
Out of people 50 Total-50 responses. 100%

Sales

15%
44%
17% ICE-CREAM
MILK
Pander
23% OTHER DINSHAW'S PRODUCTS

Pie-graph showing varieties of Dinshaw’s products consumed by the people.

INTERPRETATION
Consumers are aware of almost all Dinshaw’s products. Many of them have tried most of the
Dinshaw’s products.
Among all Dinshaw’s product majority of the consumers had Dinshaw’s ice-cream
constituting of 44% followed by Dinshaw’s milk constituting of 23%, Dinshaw’s paneer
constituting of 17% & other Dinshaw’s products like Butter, Dahi,Ghee,Lassa etc
constituting of 15%.

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Que. 5. Dinshaw’s Ice-cream is your favorite of all other Dinshaw’s product’s?

Category No. of People Percentage of people

Yes 42 84%
No 08 16%
Total 50 100%

16% YES

NO

84%

Pie-graph showing preference of Dinshaw’s ice-cream among all Dinshaw’s

products.

INTERPRETATION

Consumers were asked about their preference of Dinshaw’s Ice-Cream among other
Dinshaw’s products, most of that is 84% of them replied that they prefer Dinshaw’s ice-
cream over other Dinshaw’s products.

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Que. 6. How often you eat Dinshaw’s Ice-cream?

Category No of people Percentage of people

Always 18 35%
Usually 20 39%
Sometimes 11 22%
Rarely 01 4%
Never 0 0%
Total 50 100%

0%

4%
22% 35%
ALWAYS
USUALLY
SOMETIMES
RARELY
39%
NEVER

Pie-Graph showing frequency of Dinshaw’s ice-cream consumption by respondents.

INTERPRETATION

Out of 150 respondents have tried Dinshaw’s Ice-cream. 35% of them are repeat buyer of
Dinshaw’s ice cream. The rest 65% respondents have Dinshaw’s ice-cream either usually,
sometimes or rarely. We should try to persuade them to make repeat purchase.

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Que. 7. How do you find the quality of Dinshaw’s Ice-cream?

Quality No. of people Percentage of people

Excellent 18 36%
Very good 15 30%
Good 14 29%
Average 03 4%
Poor 0 0%
Total 50 100%

0%

4%

29% 36%
EXCELLENT
VERY GOOD
GOOD
AVERAGE

30% POOR

Pie-Graph showing how consumer rates the quality of Dinshaw’s ice-cream

INTERPRETATION

There is no doubt in the quality of Dinshaw’s Ice-cream as per the above pie-graph. Only 4%
of the consumer find it Average & rest 96% 0f the consumer ranks up to good.
This speaks that regarding quality of Dinshaw’s ice-cream need not to bother much as its
quality is liked by almost all.

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Que. 8. How do you feel after eating Dinshaw’s Ice-cream?

Category No. of people Percentage of people

Refreshing 22 44%
Energetic 15 30%
Better 11 22%
No change 02 4%
Total 50 100%

4%
22%
44%
REFRESHING
ENERGETIC
BETTER
30% NO CHANGE

Pie-Graph showing how consumer feels after having Dinshaw’s ice-cream

INTERPRETATION

Majority of consumer i.e. 74% of them says that after having Dinshaw’s ice-cream they feel
Refreshing & Energetic. Around 22% consumers feel better after having Dinshaw’s ice-
cream. Very less percentage of consumers find no change.
So we can say that after effect of Dinshaw’s ice-cream is good & consumers feel good after
having Dinshaw’s ice-cream.

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Que. 9. How do you rate Dinshaw’s Ice-cream in term of price?

Category No. of people Percentage of people

Costly 12 23%
Fair 14 28%
Reasonable 20 40%
Cheap & best 04 09%
Total 50 100%

9%
23%

28%
COSTLY
FAIR
REASONABLE

40% CHEAP & BEST

Pie-Graph showing what are consumer’s opinion on price of Dinshaw’s Ice-cream.

INTERPRETATION:

No matter how much is one earning he/she wants to do the best deals. Good products with
reasonable price are the core elements for success of any business.
If we sum up the positive answers almost 91% of the consumers find the price of Dinshaw’s
ice-cream Reasonable. For them price of Dinshaw’s ice-cream is affordable.
Whereas for 9% of the consumers the price of Dinshaw’s ice-cream burn hole in their
pockets. So overall the price offered by Dinshaw’s ice-cream is reasonable & it should be
because “price is the only element which earns revenue”.

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Que.10. What will you score for Dinshaw’s communication facilities & methodology?

Category No. of people Percentage of people

Excellent 10 20%
Very good 11 22%
Good 12 23%
Average 13 25%
Poor 04 10%
Total 50 100%

10%
20%

25% EXCELLENT
VERY GOOD
22%
GOOD
AVERAGE
23% POOR

Pie-graph showing the score given by respondents to Dinshaw’s communication facility.

INTERPRETATION

Better communication facility & methodology increases efficiency. Efficiency leads to better
products which result in Customer Satisfaction.
20% consumers grade Dinshaw’s methodology excellent; 22% very good; 23% good but 14%
consumers think that Dinshaw’s communication facilities & methodology is poor. So there is
slight improvement in this field.

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 FINDINGS OF THE STUDY.

 Out of 100 respondents, 25% available in dinshaw’s, 25% available in top‘n’ town, 20%
available in Baskin Robbins, 15% available in vadilal and 15% available in amul.
 There are many product to sell, but I sell dinshaw’s ice cream
 Out of 100 respondents, the market share of each brand is, 45% is dinshaw’s, 25%is top
‘n’ town, 10% is Baskin Robbins and 20% is vadilal.
 Out of 100 respondents, the best quality is dinshaw’s, because it sell most people like the
quality of dinshaw’s ice cream, taste is good.
 Out of 100 respondents, Dinshaw’s lead 40%,Baskin Robbins lead 20%,top ‘n’ town lead
25%,vadilal lead 15%, So I think the leading brand is ice-cream.
 Out of 100 respondents, dinshaw’s is 45%, top ‘n’ town 25%, vadilal is 25% and Baskin
Robbins is 5%. The best service provide is dinshaw’s.
 Out of 100 respondents, 30% is dinshaw’s, 25% is top ‘n’ town, 25% is Baskin Robbins
and 20% is vadilal. Yes, the seasonal affect the sales.
 Out of 100 respondents, the monthly average demand is, dinshaw’s is 35%, top ‘n’ town
is 30%, Baskin Robbins is 25%, and the vadilal is 10%.
 97% of the respondents were satisfies with the top ‘n’ town. 03% of the respondents were not satisfies with
the top ‘n’ town. From the above table we can conclude that majority of the respondents were satisfied with
the Dinshaw’s.

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 LIMITATIONS OF THE STUDY.

In this project the following limitation has been considered:

 The study is confined to the Consumer Behavior in Dinshaw’s Ice-creamonly.
 In this project the projected has only studied about the consumer behavior and other
factors such as marketing, variety of products, sales and pricing is out of scope.
 The study is only for the period 2017-2018.

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 CONCLUSIONS OF THE RESEARCH.

 India has a good potential market for the ice-cream; research shows that an
average Indian eats ice-cream four times a year so company must try to
increase this rate by promoting effective campaign.

 Taste, price & packaging are the three main attributes that people and the
retailer feel important for the purchase of ice-cream.

 Some of the innovative ideas should be made for the high selling retailers.
Such as forming the club & giving them special packages which will
encourage the dealers.

 Dinshaw’s ice-cream has been captured large no of market share in Nagpur

city. This means its most preferable brand.

 From survey it’s cleared that the quality of Dinshaw’s is the best but people
are also interested in other ice-creams. They are also better.

 Dinshaw’s ice-cream’s service, which the company provides to the

shopkeepers is the best as compare to the others.

 Finally I would like to conclude that as far as Nagpur city is concerned people
purchase more of Dinshaw’s ice-cream instead of any other ice-cream in the
market.

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 SUGGESTIONS AND RECOMMENDATIONS.

 Dinshaw’s ice-cream should be come up in a innovative packaging so that it

should be capture the market.
 Dinshaw’s ice-cream should provide more number of machines in market.
 Dinshaw’s ice-cream should provide better service to old machine.
 Dinshaw’s ice-cream should open exclusive parlors.
 Dinshaw’s ice-cream must concentrate on other promotional activities like
business promotion (coupon, gift, scratch cards) & trade promotion(free
samples, schemes)..
 Income of the people decides the purchasing power. The high income prefers
to purchase product with the quality, freshness, thickness, etc. and vice versa.
So I suggest Dinshaw’s to concentrate also on low income segment to capture
market and position themselves in the minds of the customer with required
quality and quality milk
 Since Dinshaw’s is having loyal customers and therefore should concentrate
more on this factor through various potential programmes such as campaign,
premium packs, offers etc., this helps to increase the loyalty towards the
Dinshaw’s products
 When product possesses quality and other important attributes naturally they
propaganda about product through word of mouth and vice versa. Therefore if
the quality and attributes are fine tuned according to the needs will help the
 Introduction of various economic products lies may help Dinshaw’s to attract
the existing and new customers and may attract all income level groups.
Hence I suggest management to introduce new product line which can satisfy
the entire group

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  BIBLIOGRAPHY

Book .
 Rajesh Kumar, Consumer Behavior
 Michal R. Solomon, Consumer Behavior 8th Edition.
 Salish K. Bart, Consumer Behavior.
 Principle Of Marketing Management (Author : Philip Kotler)
 Market Concept And Market Strategy (Author : R S Rangnathan)
 Market And Market Case Study (Author : P S Suryavanshi)

Website

 [Link]
 [Link]
 Share bazaar
 [Link] [Link]
 [Link]

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  ANNEXURE.

1. Age:

(a) Below 20 (b) 20-30 (c) 30-40 (d) Above 40

2. Gender:

(a) Male (b) Female

3. Are you consumer of Dinshaw’s products?
(a) Yes (b) No
4. If yes then tick the products you use?
(a) Ice-cream (b) Butter (c) Dahi
(d) Ghee (e) Lassi (e) Milk
(f) Paneer
5. Dinshaw’s Ice-cream is your favorite of all other Dinshaw’s product’s?

(a) Yes (b) No

6. How often you have Dinshaw’s Ice-cream?
(a) Always (b) Usually
(c) Sometimes (d) Rarely
(e) Never
7. How do you find the quality of Dinshaw’s Ice-cream?
(a) Excellent (b) Very Good
(c) Good (d) Average
(e) Poor
8. How do you feel after eating Dinshaw’s Ice-cream?
(a) Refreshing (b) Energetic

(c) Better (d) No change

9. How do you rate Dinshaw’s Ice-cream in term of price?
(a) Costly (b) Fair
(c) Reasonable (d) Cheap & Best

10. What will you score for Dinshaw’s communication facilities & methodology?
(a) Excellent (b) Very good
(c) Good (d) Satisfactory
(d) Poor

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