Project Report ME

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Project Report

Of

Economics

Study on Demand of Ice-Cream

(Brand: Havmor)

At

Som Lalit Institute of Management Studies

Year: 2010

Semester 1

PGP: 2010-2012

Submitted to: Submitted by:

Mr. Shreekant Iyengar Sunita Fatwani (09)

Srushti Mehta (21)

Jay Patel (33)

Krunal Shah (45)

Anis Vohra (57)



Table of Contents

Sr.

No.Titles

Page

No.1. Objective

2. Brand taken

2.1 Why this Brand

2.2 Introduction to Brand

2.3 Other Substitute brands available

3. Survey Done by other Brand

4. Research Methodology4.1 Types of Data and Data collection Methods

4.2 Questionnaire and Different effects to study

5. Problems during Survey

6. Findings from Survey

6.1 Findings

6.2 Observation Table

7. Limitations

8. Conclusion

9. References



1. Objective

To Study: The law of demand in the context of ice-cream parlors and prepare demand

schedule.

To study the consumer behavior towards the variety of ice creams of “Havmor” with

respect to the various determinants of demand like

• To study how the change in price of Ice-cream effects the demand of Ice-cream

• To study how does the income of individual effects the demand of Ice-cream

• To study how does the consumption of substitution goods effects the demand of Ice-cream

• To study the demand of Ice-cream in Different Seasons

• To study the demand of Ice-cream according to taste and preference of

consumers and by expectations of consumer.



2. Brand Information

Brand Taken: Havmor

2.1 Why this brand?

• Havmor has strong market share and brand awareness in Gujarat

• Havmor ice cream meets with all legal norms specified under the law. ISO

9001:2000 & HACCP certification signifies that there has been a well

documented systems followed at every stages of processes during

manufacturing of ice cream.

• Havmor under goes quality check that is "All ingredients which go into making

of Ice Creams undergo pre-quality checks & only after conformance they are

allowed to be used.

• Havmor provides 100% pure ice-cream while other brands like amul and

vadilal provides frozen dessert

• Havmor has more than 100 varieties in ice cream.

• Every 3 months havmor launches 3 new products and if demand for the same

increases than its kept or else its stopped and other items are launched

• Havmor was the first to introduce the tear open products in India

• The total sales of unit is around 18.5 to 20 crores and knowing that havmor

operates just in Gujarat it is a great achievement

• Keeping Ahmedabad as the base havmor has a total of 50 parlours and

restaurants spread throughout Western India

• Havmor has dealership of 12000+ covering over 35% of the market share.

These numbers indicate nothing more than proving that Havmor has

become Gujarat’s favorite ice cream brand today.



2.2 Introduction to Havmor

Background and History of Havmor Ice-cream

Havmor ice-cream began its branded life in 1944 in Karachi in undivided India. But

1947 it was a popular local brand there. But in 1947, in the make of the partition, its

founder Satish Chona had to join the exodus to India, with virtually no movable

Assets. Searching for a new turf, he tired out Dehra Dun and Indore and finally settled

down in Ahnmedabad. In India he had to again begin his work from the start. He

started

selling ice-cream at the Ahmedabad Railway Station.

The founder began the brand named Havmor, their slogan was “Achai,

Sachai, Safai” Today, Havmor ice-cream is a delicious facet of Western India’s daily

life, and part of its market move. It reaches hundreds of thousands of consumer

through 8 main outlets and 3800 plus dealers. Pradeep Chona, Son of Satish Chona,

today heads the Havmor conglomerate. He has continued his father is quality

obsersion and stveak of innovationl.

Pradeep Chona set off a series of changes in Havmor – in technology, in quality and

hygiene standards in management in HRD and in the overall corporate environment.

This re-engineering was completed by capacity expansions and a flourry of

promotional activities, to maintain the company’s market presence in act in

competitive firms.



General Information

The firm of organization is Havmor Pvt. Ltd. Company. In this company

there is 26 crores turnover. Pts sales are only in Gujarat. Out of all sales, 6% Sales are

in only advertisement. The product is competition based. In sales promotion,

Dhanteras Scheme is held every year.

In company there is no canteen facility and during the work all workers are in their

Uniform, Hand gloves and Masks : In company there are 150 employees in production

unit.

Products

CANDIES, CUPS, NOVELTIES PACKS, TOPO CONES, SUNDAES, ROLL CUTS,

SUGAR LESS ETC.,

2.3 Other Substitute brands

• Vadilal

• Amul

• Quality Walls

• Mother Dairy



• Baskin 31 Robbins



3. Survey done by other Brand



4. Research Methodology

Research is a diligent and systematic inquiry or investigation into a subject in order todiscover or revise facts, theories, applications, etc. Methodology is the system of

methods followed by particular discipline.

Thus, research methodology is the way how we conduct our research.

4.1 Types of Data and Data collection Methods

a) Primary Data

In primary data collection, you collect the data yourself using methods such as

interviews and questionnaires. The key point here is that the data you collect is

unique to you and your research and, until you publish, no one else has access to it.

There are many methods of collecting primary data and the main methods include:

•

Questionnaires

• Interviews

• Focus group interviews

• Observation

• Case-studies

• Diaries

• Critical incidents

• Portfolios.

b) Secondary Data

All methods of data collection can supply quantitative data (numbers, statistics or

financial) or qualitative data (usually words or text). Quantitative data may often be

presented in tabular or graphical form. Secondary data is data that has already been



collected by someone else for a different purpose to yours. For example, this couldmean using:

• Data collected by a hotel on its customers through its guest history system

• Data supplied by a marketing organization

• Annual company reports

• Government statistics.

4.2 Questionnaire and Different effects to study

Here we have focused on primary data and the questions we asked are as follows:

a) INCOME EFFCET

Q- What occupation are you in?

Business Service Other ___________

Q- Which type of house do you live in?

Self-owned Rent

Q- Do you have a car?

Yes No

If Yes which one? _________

b) PRICE EFFECT

Q- If prices of Havmor Ice-cream increase than will you eat the same amount of

ice-cream?

Yes No

Q- If you get some offers on purchase of ice-cream would that affect the

amount of ice-cream you consume?

Yes No





c) EXPECTATION EFFECT

Q- How much does the price matters for selection of ice-cream?

Extremely Important Very Important Somewhat Important

Not very Important Not at all Important

Q- How much does the Availability matters for selection of ice-cream?



Q- How much does the Flavor matters for selection of ice-cream?



Q- How much does the Quality matters for selection of ice-cream?



Q- How much does the Quantity matters for selection of ice-cream?



d) TASTE EFFECT

Q- How much does the Taste matters for selection of ice-cream?



e) SUBSTITUTION EFFECT

Q-What do you prefer to have over Ice-cream?

Cold-drinks Golas Others ______________

Q- Which other brands of Ice-cream do you like the more ?



Vadilal Amul Quality walls Mother Dairy

Other _______

f) COMPLIMENT EFFECT

Q- What do you have along with Ice-cream?

Soda Wafer biscuit Cake other ___________

g) SEASONAL EFFECT

Q- In which seasons do you consume the ice-cream frequently?

Summers Winters Monsoon Springs All Seasons

h) PREFERENCE EFFECT

Q-You prefer Havmor ice-cream because of

Quality Flavor Quantity Taste Availability Price

Other ___________

i) Details from Suppliers

Month Sale(in INR)*

July 13,94,854

August 12,93,854

September 14,66,588

*This is from one retailer in Anand District



5. Problems during Survey

• Many people were facing difficulty in understanding the questions. For

example “Question 7” describes what people like to have instead of ice-cream,

but it was misunderstood by the people as what they like to eat after having ice-

cream.

• It was very hard to convince people to fill the questionnaire as according to

them it was very lengthy or contains many questions to answer. To bring their

interest to fill questionnaire was really a tough job.

• Many people were expecting for something in return of filling the questionnaire

like some of them demanded a cup of ice-cream of havmor in return of filling

it.

• While survey, some people refused to fill up the questionnaire as they felt lack

of reliability. They have asked many questions like who are you? Where are

you from? What is your intention behind doing this survey? They also asked

for our identity card.



6. Findings from the Survey

• We have done the survey of 100 people.

• Age group which we have surveys majorly consist of 16-30 of age group.

• It’s a nearby equal ratio of male and female.

6.1 Findings

Income Effect:

Observation91% people have their own home

61% people have car

So majorly of people are having good income from our survey.



Price Effect:

Observation: Majority of people prefer “havmor ice-creams” because of quality, taste

and flavor.

Taste Effect:



Observation:90% of people feel that “taste” is extremely or very important for

havmor ice-creams.

So majorly of people are highly dependent on taste.

Expectation Effect:





Observation : • 32% of people expect that havmor should maintain the same

price.

• 72% of people expect that havmor should maintain or come up

with more and more flavors.

• 63% of people expect that havmor should maintain the same

quantity level.

• 73% of people expect that havmor should maintain the same

quality level.

• 64% of people expect the availability of havmor ice-cream at

every place.

So people majorly have higher expectation of flavor and quality with Havmor.



Substitute Effect:

Observation : • 64% of people will shift to other brand.

• 64% of people will shift to other product.

• 36% of people won’t shift to other brand.

• 36% of people won’t shift to other product.

So majorly people will prefer other brand or product.

Complimentary Effect:



Observation: • 69% of people will prefer something along with ice-cream.

• 31% of people won’t prefer something along with ice-cream.

So majorly of people will prefer something along with Havmor ice-cream.

Seasonal Variation:

Observation: • 58% of people prefer to consume ice-cream in all season.

So most of all people from our survey would like to consume ice-cream in all season

Preferences:

Observation: Majority of people prefer “havmor ice-creams” because of quality,

taste and flavor.

6.2 Observation Table



Eco Question-ire Analysis

Effect Q

No

.

Analysis

Opti

on 1

% Op

tio

n 2

% Op

tio

n 3

% Op

tio

n 4

% Opti

on 5

% Op

tio

n 6

%

Expect

ation

Extre

mely

Imp.

Ver

y

imp

So

me

Wh

at

imp

Not

ver

y

imp

Not

At

All

Imp

-

13 Price 10 10 22 22 28 28 25 25 15 15 -

14 Availa

bility

22 22 42 42 25 25 7 7 4 4 -

15 Flavou

r

32 32 40 40 15 15 8 8 5 5 -

16 Qualit

y

28 28 45 45 12 12 10 10 5 5 -

18 Quanti

ty

28 28 35 35 22 22 11 11 4 4 -

Obser

vation

:

• 32% of people expect that havmor should maintain the same price.

• 72% of people expect that havmor should maintain or come up with more

and more flavors.

• 63% of people expect that havmor should maintain the same quantity level.

• 73% of people expect that havmor should maintain the same quality level.

• 64% of people expect the availability of havmor ice-cream at every place.

Prefer

ences

Qual

ity

Qua

ntit

y

Pric

e

Tas

te

Avail

abilit

y

Fla

vou

r

20 Prefer

ance

53 53 13 13 7 7 44 44 10 1

0

28 28

Obser

vation:

Majority of people prefer “havmor ice-creams” because of quality, taste and

flavor.

Taste Extre Ver So Not Not -



mely

Imp.

y

imp

me

Wh

at

imp

ver

y

imp

At

All

Imp

17 Taste 50 50 40 40 5 5 2 2 3 3 -Obser

vation:

90% of people feel that “taste” is extremely or very important for havmor

ice-creams.

Price

Effect

YES NO

9 Increa

se in

Price

66 66 30 30 - - - -

19 Offers

Availa

ble

70 70 34 34 - - - -

Obser

vation:

·If there will be increase in price, 34% of people won’t prefer to have the

same amount of ice-cream as before.

· If there is some offers available, 70% of people will prefer to have more

ice-cream.

Substit

ution

Effect

7 Cold

-

Drin

k

Gol

a

Not

hin

g

Oth

er

- -

Produc

t

34 34 22 22 36 36 8 8 - -

10 Vadi

lal

Am

ul

Qua

lity

Wal

ls

Mo

ther

Dai

ry

Othe

r

Not

hin

g

Brand 19 19 20 20 10 10 8 8 7 7 36 36

Obser

vation

:

• 64% of people will shift to other brand.

• 64% of people will shift to other product.

• 36% of people won’t shift to other brand.

• 36% of people won’t shift to other product.

Incom

eEffect

1 Occup

ation

Busi

ness

Ser

vice

Stu

dent

Oth

er

- -

18 18 30 30 15 15 37 37 - -



2 House Self-

owne

d

Ren

t

- - - -

91 91 9 9 - - - -

3 Car Yes No - - - -61 61 39 39 - - - -

Obser

vation

91% people have their own home

61% people have car

Season

al

Variat

ion

4 Season

s

Sum

mers

Wi

nter

s

Mo

nso

on

Spr

ing

All

Seas

on

-

32 32 7 7 0 0 3 3 58 58 -

Obser

vation

• 58% of people prefer to consume ice-cream in all season.

Compl

imenta

ry

Effect

14 Compl

iments

Soda Wa

ffer

bisc

uit

Cak

e

Oth

er

Noth

ing

-

11 11 27 27 28 28 3 3 31 31

Obser

vation:

• 69% of people will prefer something along with ice-cream.

• 31% of people won’t prefer something along with ice-cream.



7. Limitations

• Due to limitation of time only few people (100) were selected for the study. So

the sample of consumers was not enough to generalize the findings of the

study.

• The main source of data for the study was primary data with the help of

questionnaires.

• People were hesitant to disclose the true facts.

• The data was collected from places like Ahmedabad and Gandhinagar only.

• Also the data majorly surveyed was of age-group 16-30.

• The chance of biased response can’t be eliminated though all necessary steps

were taken to avoid the same.

• Also, due to the certain lack of co-operation from audience data would not be

100% adequate for study.



8. Conclusion

A survey of the people has been conducted to know the demand of ice-cream within

different brands. It is observed that overall people like to buy Havmor ice-cream more

due to the Taste, Quality and Flavor of the havmor Ice-creams. Some people often like

to have ice-creams of other brands like Vadilal and Amul. Also some people like to

have cold-drink instead of ice-cream. Some people often like to have many varieties of

thing like wafer biscuit along with ice-cream. It is thus concluded from the facts

collected that mostly people Prefer to buy Havmore ice-cream because of different

flavor and so Havmore comes up with many new flavors and as of now is providing

100 flavors. Also as prefer to have it due to its taste and quality Havmor is

maintaining the same.



9. References

Documents

Project Report ME