A Study on Preferences and Mind Mapping of Customers Toward Various Ice Cream Brands in Ahmedabad City

Abstract

Due to the geographical condition of India, the consumption of ice cream reached more than 2 L per annum. Due to heavy demand of ice cream by Indian consumers, helps the country to increase in packaged offerings as well as various parlors. With the advancement of technology and various frozen alternatives, customers are enjoying the ice cream in all the seasons. Most of the occasions, festivals, fun and enjoyment resulted in rocket sales of ice cream resulted in compound average growth rate of more than 15% in last decade. The present Indian ice cream market of organized and unorganized valued at 3000 Cr. The branded market comprises of home players as well as international players like Amul, Vadilal, Havmore, Kwality Walls and others. All these companies have their exclusive outlets as well as availability at every premier locations of India. Considering all this it is required to identify brand awareness, positioning and customer perceptions about various brands present in Indian market. The present study focuses on various factors affecting choice of ice cream brands in the city of Ahmedabad as well as their various promotion strategies used to lure the customers.