A STUDY OF CUSTOMER SATISFACTION TOWARDS

IBACO ICE CREAMS

Project work submitted to the Department of Commerce,

Sathyabama Institute of Science and Technology in partial

Fulfillment of the requirement for the Degree of

Bachelor of Commerce (2020-2023)

ROHAN.A

40740295

DEPARTMENT OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC I 12B Status by UGC I Approved by AICTE
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600 119.

APRIL - 2023
 DEPARTMENT OF BUSINESS ADMINISTRATION

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of

ROHAN.A (40740295) who carried out the Project Training at
“IBACO ICE CREAMS” under our supervision for a period of 3 months from
January 2023 to March 2023.

Dr. Bhavya
Internal guide External Guide

Dr. BHUVANESWARI .G, MBA., Ph.D.

Dean – School of Management Studies

Submitted for Viva Voce Examination held on 08.05.2023

Internal Examiner External Examiner

 DECLARATION

I ROHAN.A (40740295) hereby declare that the Project work done by me under
the guidance of Dr. Bhavya (Internal) and DR. Seethal (External) at IBACO ICE
CREAMS, Royapuram, Chennai is submitted in partial fulfillment of the
requirements for the award of Bachelor of Commerce.

DATE: 29.04.2023

PLACE: Chennai SIGNATURE OF THE CANDIDATE

 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for
completing it successfully. I am grateful to them.

I convey my thanks to Dr. G. Bhuvaneswari, MBA., Ph.D., Dean - School of

Management Studies and Dr. A. Palani, M.Com., M.Phil., M.B.A., Ph.D., Head
of the Department, Dept. of Business Administration for providing me
necessary support and details at the right time during the progressive reviews.

I would like to express my sincere and deep sense of gratitude to my Project Guide
Dr. Bhavya for her valuable guidance, suggestions and constant encouragement
paved way for the successful completion of my project work.

I wish to express my thanks to all Teaching and Non-teaching staff members of the
Department of Business Administration who were helpful in many ways for the
completion of the training.

ROHAN.A
 ABSTRACT

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from the person to person and
product to product. The level of satisfaction can also vary depending on other
option the customer may have and other products against which customer can
compare the organizations products. In this article the researched analyses the
different brands of ice cream available in the market, motivating factors available
and level of satisfaction among the customer towards ice cream.
 TABLE OF CONTENTS

CHAPTER PAGE
TITLE
NO. NO.
ABSTRACT
LIST OF TABLES i - ii
LIST OF FIGURES iii
INTRODUCTION
1.1 Introduction 1
1.2 Industry profile 1
1.3 Company profile 2
1
1.4 Statement of the Problem 2
1.5 Need for the Study 2
1.6 Objectives of the Study 3
1.7 Limitations of the Study 3
2 2.1 REVIEW OF LITERATURE 4
RESEARCH METHODOLOGY
3.1 Research Design 5
3.2 Sources of Data 5
3 3.3 Structure of Questionnaire 5
3.4 Sample size 5
3.5 Period of the Study 5
3.6 Analytical Tools 5
DATA ANALYSIS AND INTERPRETATION
4
4.1 Percentage Analysis 6 - 30
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 Findings of the Study 31 - 32
5
5.2 Suggestions 33
5.3 Conclusion 34
REFERENCES 34
ANNEXURE (Questionnaire) 35 -39
 LIST OF TABLES

TABLE NO. PARTICULARS PAGE

NO.

4.1 Percentage Analysis

4.1.1 Showing Gender wise classification of respondents 6
4.1.2 Showing Age wise classification of respondents 7
4.1.3 Showing Qualification of The Respondents 8
4.1.4 Showing Occupation of The Respondents 9
4.1.5 Showing the respondents of income level 10
4.1.6 Showing the respondent of family type 11
4.1.7 Showing the response of the total number of family 12
members
4.1.8 Showing which flavour of ibaco ice cream is favourite 13
among customers
4.1.9 Showing which pack do you usually buy 14
4.1.10 Showing how frequency do you purchase of ice cream 15
4.1.11 Showing who suggest you to buy this ibaco ice cream 16

4.1.12 Showing the quantity of ice cream consumed 17

4.1.13 Showing the respondent of budget spent on purchase of 18
ice cream
4.1.14 Showing the respondent of which place do you purchase 19
of ice cream
4.1.15 Showing the respondent of which promotion scheme 20
attracts consumers
4.1.16 Showing the respondent of which season you like to 21
consume ice cream
4.1.17 Showing the respondent of how do you get to know about 22
ibaco ice cream
4.1.18 Showing the respondent of have you ever tasted any 23
ibaco ice creams
4.1.19.1 Showing the respondent of factors influencing during 24
purchase ibaco ice cream of (Price)

4.1.19.2 Showing the respondent of factors influencing during 25

purchase ibaco ice cream of (Brand)

i
4.1.19.3 Showing the respondent of factors influencing during 26
purchase ibaco ice cream of (Flavour)
4.1.19.4 Showing the respondent of factors influencing during 27
purchase ibaco ice cream of (availability)
4.1.19.5 Showing the respondent of factors influencing during 28
purchase ibaco ice cream of (Taste)
4.1.20 Showing the respondent are you satisfied with ibaco ice 29
cream
4.1.21 Showing the respondent will you refer other to buy ibaco 30
ice cream

ii
 LIST OF FIGURES

TABLE NO. PARTICULARS PAGE NO.

4.1.1 Showing Gender wise classification of respondents 6
4.1.2 Showing Age wise classification of respondents 7
4.1.3 Showing Qualification of the Respondents 8
4.1.4 Showing Occupation of the Respondents 9
4.1.5 Showing the respondents of income level 10
4.1.6 Showing the respondent of family type 11
Showing the response of the total number of family
4.1.7 members 12

Showing which flavour of ibaco ice cream is favourite

4.1.8 among customers 13

4.1.9 Showing which pack do you usually buy 14

4.1.10 Showing how frequency do you purchase of ice cream 15
4.1.11 Showing who suggest you to buy this ibaco ice cream 16
4.1.12 Showing the quantity of ice cream consumed 17
Showing the respondent of budget spent on purchase
4.1.13 of ice cream 18

Showing the respondent of which place do you

4.1.14 purchase of ice cream 19

Showing the respondent of which promotion scheme

4.1.15 attracts consumers 20

Showing the respondent of which season you like to

4.1.16 consume ice cream 21

Showing the respondent of how do you get to know

4.1.17 about ibaco ice cream 22

Showing the respondent of have you ever tasted any

4.1.18 ibaco ice creams 23

Showing the respondent of factors influencing during

4.1.19 .1 purchase ibaco ice cream of (Price) 24

4.1.19.2 Showing the respondent of factors influencing during 25

purchase ibaco ice cream of (Brand)
4.1.19.3 Showing the respondent of factors influencing during 26
purchase ibaco ice cream of (Flavour)
4.1.19.4 Showing the respondent of factors influencing during 27
purchase ibaco ice cream of (availability)
4.1.19.5 Showing the respondent of factors influencing during 28
purchase ibaco ice cream of (Taste)

iii
 CHAPTER-1

INTRODUCTION

1.1 INTRODUCTION

Ice cream is a frozen food usually made from dairy products, such as milk
and cream, often combined with fruit or other ingredients and flavours. The ice cream
recipes first appeared in 18th century in England. The ice cream in the 20th century is
one of the great changes and increases in availability and popularity. One important
development in the 20th century was the introduction of soft ice cream, which has
more air mixed in thereby reducing costs. Though India has low per capita ice cream
consumption of 300ml per annum, the trend is slowly changing due to a number of
reasons.

Ice cream (derived from earlier iced cream or cream ice) is a sweetened frozen food
typically eaten as a snack or desert. Ice cream may be served in dishes, for eating
with a spoon, or licked from edible cones. Ice cream may be served with other
dessert.

Ibaco ice cream is a part of Hatsun Agro Product Ltd. There are many outlets of ibaco
ice creams in the country. Ibaco is dedicated to conjuring up a delightful,
unique ice cream eating experience. One based on the scoop ‘n’ serve format.
With 36 flavours inspired from exotic places around the world, Ibaco aims to
offer more choices and deliver greater standards of taste to its customers.

1.2 INDUSTRY PROFILE

Ibaco ice cream is a part of Hatsun Agro Product Ltd. There are many outlets of
Ibaco ice creams in the country. Ibaco is dedicated to conjuring up a delightful,
unique ice cream eating experience. One based on the scoop “n” serve format.
With 36 flavours inspired from exotic places around the world, Ibaco aims to offer
more choices and deliver greater standards of taste to its customers .

1
1.3 COMPANY PROFILE

Ibaco ice cream is a part of Hatsun Agro Product Ltd. There are many outlets of
Ibaco ice creams in the country. Ibaco is dedicated to conjuring up a delightful,
unique ice cream eating experience. One based on the scoop “n” serve format.
With 36 flavours inspired from exotic places around the world, Ibaco aims to offer
more choices and deliver greater standards of taste to its customers .

1.3.1 COMPANY LOGO

1.4 STATEMENT OF THE PROBLEM

Ibaco being one of the players in the market has a very large customer base .
Conducting this research to find the consumer satisfaction and preference towards
Ibaco ice cream will help to overcome problems in Ibaco ice cream. Since
customer satisfaction is a key role in the market the researcher has taken this
project

1.5 NEED FOR THE STUDY

I choose the product Ibaco ice cream, because it is one of the famous Ice-
Cream brands in India, which is owned by Hatsun Agro Product Limited. Ibaco
have different varieties of frozen desserts. It is also very cheap rate with good
quality. So, that’s why consumer prefers it more than compare to other brands.
Kids prefer more towards Ibaco ice creams because of the different varieties
of flavours, taste in it.

2
1.6 OBJECTIVES OF THE STUDY

1.6.1 Primary Objective

• To study on consumer satisfaction towards ibaco ice cream.

1.6.2 Secondary Objective

• To identify the factors influencing the consumers to purchases the ibaco

Ice cream.
• To propose suggestion to improve consumer satisfaction towards ibaco
ice cream.

1.7 LIMITATIONS OF THE STUDY

• The research is based on the responses given by the respondents form

their opinion.
• The results shown are relative in nature. In other words, it is the perception
of all the type of customer.
• The research study was conducted within the limited duration of time. So, a
detailed study could not be made.
• The study is confined to a limited customers in a particular location.

3
 CHAPTER - 2

REVIEW OF ITERATURE

2.1 REVIEW OF LITERATURE:

Prinsa Maheshwari Patel, Deep Prafulbhai Malani (2019) “Consumer attitude

towards Havmor Ice cream Pvt Ltd in Surat”. In this attitude study about
consumers attitude towards Havmor Ice cream. The objective is to study
characteristic of individual consumers such as demographics, phychographics
and behaviorial variable of the consumer. The findings of the study states the
consumers have a positive attitude towards Havmor Ice cream and the knowledge
of consumers about the project.

Aslam Khan (2014) “Consumer Perception about Amul Ice cream in Comparison
to Vadilal Ice cream in Ghaziabad”. In this comparison towards Amul Ice cream
and Vadial Ice cream the objectives is to find the perception about Ice cream
brands and find perception of consumer towards determination of market potential.
The findings of the study states that the customers think that Amul is the best
brand among the suggested option.

Dr. S.Selvnendran (2018) “Customer‟s Preference towards Ice creams” . In this

preference study towards ice creams the objective is to know the customers
preference towards ice cream and to know the brand of Ice cream consumed by
sample respondents. The Findings state that majority of the Ice cream and most of
the consumers are females and that majority respondents buy Ice cream because
of attractive colour

Vivek Sahani, Karan Shinds, Prabhakar (20142015) “Amul Ice cream” In this
study towards Amul Ice creams the objective is to know the customers satisfaction
level. To know the reasons for decline why consumers don‟t purchase the ice
cream, to know suggestions to improve the product. The findings the value
expressed in percentage it facilitates comparison and standardization. This
analysis describes the classification of respondents filling under each category.

4
 CHAPTER - 3

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

In this study, Descriptive Research Design is used in research topic.

Descriptive research design is also called explanatory design. The descriptive

study is typically concerned with the determining frequency with which something
occurs or how two variables vary together.

3.2 SOURCES OF DATA

3.3.1 Primary Data

The primary data for this study is collected through questionnaire consisting of
multiple- choice questions.

3.3.2 Secondary Data

The secondary data is collected by referring by websites, journals, articles and

research paper.

3.3 STRUCTURE OF QUESTIONNAIRE

Multiple choice questions

3.4 SAMPLE SIZE

Sample Size of 120 on consumer satisfaction towards Ibaco ice cream.

3.5 PERIOD OF STUDY

The period of study is carried out from January 2023 to March 2023 which is three
months of study.

3.6 ANALYTICAL TOOLS

• Simple percentage analysis

• Likert scale analysis
• Ranking analysis

5
 CHAPTER - 4

DATA ANALYSIS AND INTERPRETATION

4.1 PERCENTAGE ANALYSIS

Table 4.1.1: Showing Gender wise classification of respondents

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
MALE 89 74.2
FEMALE 31 25.8
120 100
Source: Primary Data

Interpretation
From the above table it is interpreted that number of male respondent is 74.2%
and female respondent is 25.8%.

PERCENTAGE
80

70

60

50

40
74.2
30

20
25.8
10

0
MALE FEMALE

PERCENTAGE

Chart 4.1.1: Showing Gender wise classification of respondents

6
 Table 4.1.2: Showing Age wise classification of respondents

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Below 18 year 9 7.5
19-25 year 91 75.8
26-35 year 11 9.2
36-45 year 0 0
45 years above 9 7.5
120 100
Source: Primary Data

Interpretation

From the above table 7.5% of the respondent are below 18 years, 75.8% of the
respondent are 19-25 year, 9.2% of the respondent are 26-35 year, 0% of the
respondent are 36-45 year,7.5% of the respondent are 45 year above .

PERCENTAGE
80

70

60

50

40
75.8
30

20

10
7.5 9.2 0 7.5
0
Below 18 year 19-25 year 26-35 year 36-45 year 45 years above

PERCENTAGE

Chart 4.1.2: Showing Age wise classification of respondents

7
 Table 4.1.3: Showing Qualification of the Respondents

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
SSLC 10 8.3
HSC 6 5
UG 65 54.2
PG 33 27.5
others 6 5
120 100
Source: Primary Data

Interpretation

From the above table 8.3% of the respondents are SSLC qualified, 5% of the
respondents are HSC qualified, 54.2% of the respondents are UG qualified, 27.5%
of the respondents are PG qualified and 5% of the respondents are qualified in
other courses.

PERCENTAGE
60

50

40

30
54.2

20
27.5
10
8.3 5 5
0
SSLC HSC UG PG others

PERCENTAGE

Chart 4.1.3: Showing Qualification of the Respondents

8
 Table 4.1.4: Showing Occupation of The Respondents

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Salaried 36 30

Self employee 16 13.3

Professional 7 5.8

student 53 44.2

Others 8 6.7

120 100
Source: Primary Data

Interpretation

From the above table 30% of the respondents are salaried, 13.3% of the
respondents are self-employee, 5.8% of the respondents are professional, 44.2%
of the respondents are student, 6.7% of the respondents are others.

PERCENTAGE
50
45
40
35
30
25
44.2
20
15 30
10
13.3
5
5.8 6.7
0
Salaried Self-employee Professional student Others

PERCENTAGE

Chart 4.1.4: Showing occupation of the respondents

9
 Table 4.1.5: Showing the respondents of income level

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Below 10000 8 17.8

11000 to 15000 6 13.3

16000 to 20000 8 17.8

20000 Above 12 26.7

No Income 11 24.4

120 100
Source: Primary Data

Interpretation

From the above table 17.8% of the respondents are below RS.10,000, 13.3% of
the respondents are RS.11,000 to RS.15,000, 17.8% of the respondents are
RS.16,000 to RS.20,000, 26.7% of the respondents are RS.20,000 above, 24.4%
of the respondents are no income.

PERCENTAGE
30

25

20

15
26.7
24.4
10
17.8 17.8
13.3
5

0
Below 10000 11000 to 15000 16000 to 20000 20000 Above No Income

PERCENTAGE

Chart 4.1.5: Showing the respondents of income level

10
 Table 4.1.6: Showing the respondent of family type

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Joint 50 41.7

Nuclear 70 58.3

120 100
Source: Primary Data

Interpretation

From the above table 41.7% of the respondents are joint family,58.3% of the
respondents are nuclear.

PERCENTAGE
70

60

50

40

30 58.3

20 41.7

10

0
Joint Nuclear

PERCENTAGE

Chart 4.1.6: Showing the respondent of family type

11
 Table 4.1.7: Showing the response of the total number of family members

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS

0-2 members 8 6.7

3-4 members 61 50.8

5-6 members 32 26.7

7-10 members 10 8.3

Above 10 members 9 7.5

120 100

Source: Primary Data

Interpretation

From the above table 6.7% of the respondents are 0-2 members, 50.8% of the
respondents are 3-4 members, 26.7% of the respondents are 5-6 members, 8.3%
of the respondents are 7-10 members, 7.5% of the respondents are above 10
members.

PERCENTAGE
60

50

40

30
50.8
20

26.7
10

6.7 8.3 7.5

0
0-2 members 3-4 members 5-6 members 7-10 members Above 10 members

PERCENTAGE

Chart 4.1.7: Showing the response of the total number of family members

12
 Table 4.1.8: Showing which flavour of Ibaco ice cream is
favourite among customers

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Blackcurrant 29 24.2

Chocolate 46 38.3

Strawberry 18 15

Vanilla 22 18.3

others 5 4.2

120 100
Source: Primary Data

Interpretation

From the above table 24.2% of the respondents are blackcurrant, 38.3% of the
respondents are chocolate, 15% of the respondents are strawberry, 18.3% of the
respondents are vanilla, 4.2% of the respondents are liked other flavors.

PERCENTAGE
45

40

35

30

25

20 38.3
15
24.2
10 18.3
15
5
4.2
0
Blackcurrant Chocolate Strawberry Vanilla others

PERCENTAGE

Chart 4.1.8: Showing the which flavour of Ibaco ice cream is favourite among
customers

13
 Table 4.1.9: Showing which pack do you usually buy

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
scoops 24 20

cups 21 17.5

stick 16 13.3

cone 51 42.5

others 8 6.7

120 100
Source: Primary Data

Interpretation

From the above table 20% of the respondents are scoops, 17.5% of the
respondents are cups, 13.3% of the respondents are stick, 42.5% of the
respondents are cone,6.7% of the respondents are prefer other type of packs.

PERCENTAGE
45

40

35

30

25

20 42.5

15

10 20
17.5
13.3
5
6.7
0
scoops cups stick cone others

PERCENTAGE

Chart 4.1.9: Showing which pack do you usually buy

14
 Table 4.1.10: Showing how frequency do you purchase of ice cream

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Daily 6 5

3-4 times a week 18 15

Once a week 38 31.7

Once a month 50 41.7

Fortnightly 8 6.7

120 100
Source: Primary Data

Interpretation

From the above table 5% of the respondents are purchasing daily, 15% of the
respondents are purchasing 3-4 times in a week, 31.7% of the respondents are
purchasing once in a week, 41.7% of the respondents are purchasing once in a
month, 6.7% of the respondents are purchasing fortnightly.

PERCENTAGE
45
40
35
30
25
20 41.7
15 31.7
10
15
5
5 6.7
0
Daily 3-4 times a week Once a week Once a month Fortnightly

PERCENTAGE

Chart 4.1.10: Showing how frequency do you purchase of ice-cream

15
 Table 4.1.11: Showing who suggest you to buy this Ibaco ice cream

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Friends 57 47.5

Family 53 44.2

Relatives 10 8.3

120 100
Source: Primary Data

Interpretation

From the above table 47.5% of the respondents are suggested by friends, 44.2%
of the respondents are suggested by family, 8.3% of the respondents are
suggested by relatives.

PERCENTAGE
50
45
40
35
30
25
47.5
44.2
20
15
10
5 8.3
0
Friends Family Relatives

PERCENTAGE

Chart 4.1.11: Showing who suggest you to buy this Ibaco ice cream

16
 Table 4.1.12: Showing the quantity of ice cream consumed

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Below 100 g 35 29.2

250 g 50 41.7

500 g 22 18.3

1000 g 7 5.8

Above 1000 g 6 5

120 100
Source: Primary Data

Interpretation

From the above table 29.2% of the respondents are will consume below 100g,
41.7% of the respondents are will consume 250g, 18.3% of the respondents are
will consume 500g, 5.8% of the respondents are will 1000g, 5% of the respondents
are above 1000g.

PERCENTAGE
45

40

35

30

25

20 41.7

15 29.2
10 18.3
5
5.8 5
0
Below 100 g 250 g 500 g 1000 g Above 1000 g

PERCENTAGE

Chart 4.1.12: Showing the quantity of ice-cream consumed

17
 Table 4.1.13: Showing the respondent of budget spent on purchase
of ice cream
PARTICULARS NO. OF PERCENTAGE
RESPONDENTS
Below Rs 50 26 21.7

Rs 51-100 38 31.7

Rs 101-200 26 21.7

Rs 201-300 9 7.5

RS 300 above 21 17.5

120 100
Source: Primary Data

Interpretation

From the above table 21.7% of the respondents are spent below RS 50 on
purchase, 31.7% of the respondents are spent RS 51-100 on purchase, 21.7% of
the respondents are spent RS 101-200 on purchase, 7.5% of the respondents are
spent RS 201-300 on purchase, 17.5% of the respondents are spent RS 300
above on purchase.

PERCENTAGE
35

30

25

20

15 31.7

10 21.7 21.7
17.5
5
7.5
0
Below Rs 50 Rs 51-100 Rs 101-200 Rs 201-300 RS 300 above

PERCENTAGE

Chart 4.1.13: Showing the respondent of budget spent on purchase

of ice cream

18
 Table 4.1.14: Showing the respondent of which place do you purchase of
ice-cream

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Convenience stores 34 28.3

Ice-cream parlour 54 45

Online shop 5 4.2

Supermarket 21 17.5

Restaurants 6 5

120 100
Source: Primary Data

Interpretation

From the above table 28.3% of the respondents are like to purchase in
convenience stores, 45% of the respondents are like to purchase in ice-cream
parlour, 4.2% of the respondents are like to purchase in online shop, 17.5% of the
respondents are like to purchase in supermarket, 5% of the respondents are like to
purchase in restaurants.

PERCENTAGE
50
45
40
35
30
25
45
20
15 28.3
10 17.5
5 4.2 5
0
Convenience stores Ice-cream parlour Online shop Supermarket Restaurants

PERCENTAGE

Chart 4.1.14: Showing the respondent of which place do you purchase of

ice cream

19
 Table 4.1.15: Showing the respondent of which promotion
scheme attracts consumers

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Buy 1 get 1 free 88 73.3

Discount voucher 22 18.3

% Extra scheme 10 8.3

120 100
Source: Primary Data\

Interpretation

From the above table 73.3% of the respondents are attracted by the buy 1 get 1
free promotion scheme, 18.3% of the respondents are attracted by the discount
voucher promotion scheme, 8.3% of the respondents are attracted by the % extra
scheme promotion scheme

PERCENTAGE
80

70

60

50

40
73.3
30

20

10 18.3
8.3
0
Buy 1 get 1 free Discount voucher % Extra scheme

PERCENTAGE

Chart 4.1.15: Showing the respondent of which promotion

scheme attracts consumers

20
 Table 4.1.16: Showing the respondent of which season you like to
consume ice cream

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Monsoon 5 4.2

Summer 58 48.3

Winter 8 6.7

Spring 3 2.5

All seasons 46 38.3

120 100
Source: Primary Data

Interpretation

From the above table 4.2% of the respondent are like to have ice-cream in
monsoon season, 48.3% of the respondent are like to have ice-cream in summer
season, 6.7% of the respondent are like to have ice-cream in winter season, 2.5%
of the respondent are like to have ice-cream in spring season, 38.3% of the
respondent are like to have ice-cream in all season.

PERCENTAGE
60

50

40

30
48.3
20 38.3

10
4.2 6.7 2.5
0
Monsoon Summer Winter Spring All seasons

PERCENTAGE

Chart 4.1.16: Showing the respondent of which season you like to consume
Ice cream

21
 Table 4.1.17: Showing the respondent of how do you get to know about
Ibaco ice- ream

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Television 51 42.5
Internet 19 15.8
Newspaper 12 10
Magazines 7 5.8
Others 31 25.8
120 100
Source: Primary Data

Interpretation

From the above table 42.5% of respondent are know the Ibaco ice cream by
television, 15.8% of respondent are know the Ibaco ice cream by internet, 10%
of respondent are know the Ibaco ice cream by newspaper, 5.8% of
respondent are know the Ibaco ice cream by magazines, 25.8% of respondent
are know the Ibaco ice cream other way of advertisement

PERCENTAGE
45

40

35

30

25

20 42.5

15
25.8
10
15.8
5 10
5.8
0
Television Internet Newspaper Magazines Others

PERCENTAGE

Chart 4.1.17: Showing the respondent of how do you get to know about
Ibaco ice cream

22
 Table 4.1.18: Showing the respondent of have you ever tasted any
Ibaco ice cream
PARTICULARS NO. OF PERCENTAGE
RESPONDENTS

1-2 time 35 29.2

3-4 times 30 25

Above 4 time 55 45.8

120 100
Source: Primary Data

Interpretation

From the above table 29.2% of the respondent are tasted Ibaco ice cream
1-2 times, 25% of the respondent are tasted Ibaco ice cream 3-4 times,
45.8% of the respondent are tasted Ibaco ice cream above 4 times.

PERCENTAGE
50
45
40
35
30
25 45.8
20 15
10
29.2 25
5
0
1-2 time 3-4 times Above 3 time

PER
CEN
TAGE

Chart 4.1.18: Showing the respondent of have you ever tasted any
Ibaco ice cream

23
 Table 4.1.19.1: Showing the respondent of factors influencing
during purchase Ibaco ice cream of (Price)

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Strongly Agree 54 45
Agree 31 26
Neutral 29 24
Disagree 3 2.5
Strongly disagree 3 2.5
120 100
Source: Primary Data

Interpretation
From the above table 45% of the respondent says strongly agree,26% of the
respondent says agree, 24% of the respondent says neutral, 2.5% of the
respondent says disagree, 2.5% of the respondent says strongly disagree.

PERCENTAGE
50
45
40
35
30
25
45
20
15
26 24
10
5
2.5 2.5
0
Strongly Agree agree Neutral Disagree Strongly disagree

PERCENTAGE

Chart 4.1.19.1: Showing the respondent of factors influencing during

purchase Ibaco ice cream of (Price)

24
 Table 4.1.19.2: Showing the respondent of factors influencing during
purchase Ibaco ice cream of (Brand)

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Strongly Agree 51 42.2
agree 47 39.2
Neutral 16 13.3
Disagree 4 3.3
Strongly disagree 2 2
120 100
Source: Primary Data

Interpretation

From the above table 42.2% of the respondent says strongly agree,39.2% of the
respondent says agree, 13.3% of the respondent says neutral, 3.3% of the
respondent says disagree, 2% of the respondent says strongly disagree.

PERCENTAGE
45

40

35

30

25

20 42.2
39.2
15

10
13.3
5
3.3 2
0
Strongly Agree agree Neutral Disagree Strongly disagree

PERCENTAGE

Chart 4.1.19.2: Showing the respondent of factors influencing during

purchase Ibaco ice cream of (Brand)

25
Table 4.1.19.3: Showing the respondent of factors influencing during purchase
Ibaco ice cream of (Flavour)

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Strongly Agree 56 47
agree 33 28
Neutral 27 23
Disagree 3 3
Strongly disagree 1 1
120 100
Source: Primary Data

Interpretation

From the above table 47% of the respondent says strongly agree,28% of the
respondent says agree, 23% of the respondent says neutral, 3% of the respondent
says disagree, 1% of the respondent says strongly disagree.

PERCENTAGE
50
45
40
35
30
25
47
20
15 28
10 23

5
3 1
0
Strongly Agree agree Neutral Disagree Strongly disagree

PERCENTAGE

Chart 4.1.19.3: Showing the respondent of factors influencing

during purchase Ibaco ice cream of (Flavour)

26
 Table 4.1.19.4: Showing the respondent of factors influencing
during purchase Ibaco ice cream of (availability)

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Strongly Agree 47 39
agree 34 28
Neutral 28 23
Disagree 9 8
Strongly disagree 2 2
120 100
Source: Primary Data

Interpretation

From the above table 39% of the respondent says strongly agree,28% of the
respondent says agree, 23% of the respondent says neutral, 8% of the respondent
says disagree, 2% of the respondent says strongly disagree.

PERCENTAGE
45

40

35

30

25

20 39
15 28
23
10

5 8
2
0
Strongly Agree agree Neutral Disagree Strongly disagree

PERCENTAGE

Chart 4.1.19.4: Showing the respondent of factors influencing

during purchase Ibaco ice cream of (availability)

27
 Table 4.1.19.5: Showing the respondent of factors influencing
during purchase Ibaco ice cream of (Taste)
PARTICULARS NO. OF PERCENTAGE
RESPONDENTS
Strongly Agree 66 55
agree 29 24
Neutral 21 18
Disagree 2 2
Strongly disagree 2 2
120 100
Source: Primary Data

Interpretation
From the above table 55% of the respondent says strongly agree,24% of the
respondent says agree, 18% of the respondent says neutral, 2% of the respondent
says disagree, 2% of the respondent says strongly disagree.

PERCENTAGE
60

50

40

30
55

20

24
10 18
2 2
0
Strongly Agree agree Neutral Disagree Strongly disagree

PERCENTAGE

Chart 4.1.19.5: Showing the respondent of factors influencing during

purchase Ibaco ice cream of (Taste)

28
 Table 4.1.20: Showing the respondent are you satisfied with Ibaco ice cream

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Highly Satisfied 45 37.5

Satisfied 53 44.2

Neutral 19 15.8

Dissatisfied 2 1.7

Highly Dissatisfied 1 0.8

120 100
Source: Primary Data

Interpretation

From the above table 37.5% of the respondent says highly satisfied, 44.2% of the
respondent says satisfied, 15.8% of the respondent says neutral, 1.7% of the
respondent says dissatisfied, 0.8% of the respondent says highly dissatisfied.

PERCENTAGE
50
45
40
35
30
25
44.2
20
37.5
15
10
15.8
5
1.7 0.8
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

PERCENTAGE

Chart 4.1.20: Showing the respondent are you satisfied with Ibaco ice cream

29
 Table 4.1.21: Showing the respondent will you refer other to buy
Ibaco ice cream

PARTICULARS NO. OF PERCENTAGE

RESPONDENTS
Strongly Agree 44 36.7
agree 52 43.3
Neutral 21 17.5
Disagree 1 0.8
Strongly disagree 2 1.7
120 100
Source: Primary Data

Interpretation
From the above table 36.7% of the respondent says strongly agree,43.3% of the
respondent says agree, 17.5% of the respondent says neutral, 0.8% of the
respondent says disagree, 1.7% of the respondent says strongly disagree.

PERCENTAGE
50
45
40
35
30
25
43.3
20
36.7
15
10
17.5
5
0.8 1.7
0
Strongly Agree agree Neutral Disagree Strongly disagree

PERCENTAGE

Chart 4.1.21: Showing the respondent will you refer other to buy
Ibaco ice cream

30
 CHAPTER - 5

5.1 FINDINGS OF THE STUDY

• It founded that the (74.2%) majority of the respondents are male.

• It founded that the (75.8%) majority of the respondent are 19-25 years of
age.
• It founded that the (54.2%) majority of the respondents are UG.
• It founded that the (44.2%) majority of the respondents are student.
• It founded that the (26.7%) majority of the respondents are 20,000 above.
• It founded that the (58.3%) majority of the respondents are nuclear.
• It founded that the (50.8%) majority of the respondents are 3-4 members.
• It founded that the (38.3%) majority of the respondents are liked chocolate
flavour.
• It founded that the (42.5%) majority of the respondents are cone.
• It founded that the (41.7%) majority of the respondents are purchasing once
in a month.
• It founded that the (47.5%) majority of the respondents are suggested by
friends.
• It founded that the (41.7%) majority of the respondents are will consume
250g.
• It founded that the Majority (31.7%) majority of the respondents are spent
RS 51-100 on purchase.
• It founded that the (45%) majority of the respondents are like to purchase in
ice cream parlour.
• It founded that the (73.3%) majority of the respondents are attracted by the
buy 1 get 1 free promotion scheme.
• It founded that the (48.3%) majority of the respondent are like to have ice
cream in summer season.
• It founded that the (42.5%) majority of respondent are know the Ibaco ice
cream in television.
• It founded that the (45.8%) majority of the respondent are tasted ice cream
above 4 times.
• It founded that the (45%) majority of the respondent says strongly agree to
purchase based on price.

31
• It founded that the (42.2%) majority of the respondent says strongly agree
to purchase based on brand.
• It founded that the (47%) majority of the respondent says strongly agree to
purchase based on flavour.
• It founded that the (39%) majority of the respondent says strongly agree to
purchase based on availability.
• It founded that the (55%) majority of the respondent says strongly agree to
purchased based on taste.
• It founded that the (44.2%) majority of the respondent says satisfied with
Ibaco ice cream.
• It founded that the (43.3%) majority of the respondent says agree to buy
Ibaco ice cream.
• It founded that the p-value 0.346 is greater than 0.05, Ho (Null Hypothesis)
is Accepted, hence H1 (Alternate Hypothesis) is Rejected. Therefore, there
is no significant relationship between Frequency of purchase and
Satisfaction level.
• It founded that the p-value 0.097 is greater than 0.05, Ho (Null Hypothesis)
is Accepted, hence H1 (Alternate Hypothesis) is Rejected. Therefore, there
is no significant difference between Age with reference to purchase
preference based on Brand.
• It founded that the p-value 0.330 is greater than 0.05, Ho (Null Hypothesis)
is Accepted, hence H1 (Alternate Hypothesis) is Rejected. Therefore, there
is no significant difference between Age with reference to purchase
preference based on Budget.
• It founded that the p-value 0.773 is greater than 0.05, Ho (Null Hypothesis)
is Accepted, hence H1 (Alternate Hypothesis) is Rejected. Therefore, there
is no significant difference between Gender with reference to purchase
preference based on Quantity.
• It founded that the p-value 0.990 is greater than 0.05, Ho (Null Hypothesis)
is Accepted, hence H1 (Alternate Hypothesis) is Rejected. Therefore, there
is no significant difference between Age with reference to purchase
preference based on Budget.

32
5.2 SUGGESTIONS

• As a result of this certain suggestions are put forward to improve the

standard of the Ibaco ice cream and availability of all flavours in the
markets.
• Try to add some more layers in it because people mostly choose Ibaco Ice
Cream by adding some new innovations demand will get more increased.
• Try to improve the cone wrap because cone Ice Cream is preferred by
most. So, improving it will attracts the people more.
• Majority of the respondents felt that the prices of ice creams are high.
Therefore, the company can concentrate more on its pricing strategy.
• Majority of the respondents have suggested the company to introduce new
types of ice creams with health conscious.
• The advertisement as a factor secured least rank as compared with other
factor. Therefore, the company can come out with creative method of
advertisements to attract the consumers.
• Quality and flavours and variety of ice cream are highly influenced factors
for the purchase of ice creams by the consumers. So, the company can still
concentrate more on its quality and flavours and variety.

33
5.3 CONCLUSION

This project entitled “A Study on Consumer Satisfaction towards Ibaco Ice Cream”
has helped in this study the various aspects of customer satisfaction and
preference especially towards Ice Creams. The study also helped in
understanding and analysing customer satisfaction to buy the product.
The company must be more alert providing high quality, service and awareness to
the customers. The researcher hope the company will find his findings relevant
and sincerely hope it uses his suggestions enlisted. In short, the researcher would
like to say that very act of the concerned management at Hatsun Agro Product
Limited in giving him the job of critically examining customer satisfaction towards
Ibaco Ice Cream of the company.

REFERENCES
1. https://www.hap.in/ibaco/
2. https://www.slideshare.net/
3. https://www.academia.edu/
4. https://www.scribd.com/

34
 ANNEXURE (QUESTIONNAIRE)

A study on consumer satisfaction towards Ibaco ice cream

1. NAME:
2. GENDER
a. Male
b. female
3. AGE
a. Below 18 year
b. 19-25 year
c. 26-35 year
d. 36-45 year
e. 45 years above
4. QUALIFICATION
a. SSLC
b. HSC
c. UG
d. PG
e. others
5. OCCUPATION
a. Salaried
b. Self-employee
c. Professional
d. Student
e. Others
6. INCOME LEVEL
a. Below 10000
b. 11000 to 15000
c. 16000 to 20000
d. 20000 Above
e. No Income

35
7. FAMILY TYPE

a. Joint
b. Nuclear
8. TOTAL NUMBER OF FAMILY MEMBERS
a. 0-2 members
b. 3-4 members
c. 5-6 members
d. 7-10 members
e. Above 10 members
9. WHICH FLAVOR OF IBACO ICE CREAM IS FAVORITE
AMOUNG CUSTOMERS
a. Blackcurrent
b. Chocolate
c. Strawberry
d. Vanilla
e. Others
10. WHICH PACK DO YOU USUALLY BUY
a. Scoops
b. Cups
c. Stick
d. Cone
e. Others
11. HOW FREQUENCY DO YOU PURCHASE OF ICE CREAM
a. Daily
b. 3-4 times a week
c. Once a week
d. Once a month
e. Fortnightly

36
12. WHO SUGGEST YOU TO BUY THIS IBACO ICE CREAM
a. Friends
b. Family
c. Relatives
13. QUANTITY OF ICE CREAM CONSUMED
a. Below 100 g
b. 250 g
c. 500 g
d. 1000 g
e. Above 1000 g
14. BUDGET SPENT ON PURCHASE OF ICE CREAM
a. Below Rs 50
b. Rs 51-100
c. Rs 101-200
d. Rs 201-300
e. RS 300 above
15. WHICH PLACE DO YOU PURCHASE OF ICE CREAM
a. Convenience stores
b. Ice cream parlour
c. Online shop
d. Supermarket
e. Restaurants
16. WHICH PROMOTION SCHEME ATTRACTS CONSUMERS
a. Buy 1 get 1 free
b. Discount voucher
c. % Extra scheme

37
17. WHICH SEASON YOU LIKE TO CONSUME ICE CREAM
a. Monsoon
b. Summer
c. Winter
d. Spring
e. All seasons
18. FROM WHERE DO YOU GET TO KNOW ABOUT IBACO ICE CREAM
a. Television
b. Internet
c. Newspaper
d. Magazines
e. Others
19. HAVE YOU EVER TASTED ANY IBACO ICE CREAMS
a. 1-2 time
b. 3-4 times
c. Above 4 time
20. FACTORS INFLUENCING DURING PURCHASE IBACO ICE CREAM

Particulars Strongly Agree Neutral Disagree Strongly

Agree Disagree

Price
Brand
Flavor
Availability

Taste

38
21. ARE YOU SATISFIED WITH IBACO ICE CREAM

a. Highly Satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly Dissatisfied
22. WILL YOU REFER OTHER TO BUY IBACO ICE CREAM
a. Strongly Agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

39