CHAPTER-1

INTRODUCTION

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INTRODUCTION

INTRODUCTION TO MARKETING
Marketing is defined by the American Marketing Association as "the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging offerings

that have value for customers, clients, partners, and society at large." The term developed

from the original meaning which referred literally to going to market with goods for sale.

From a sales process engineering perspective, marketing is "a set of processes that are

interconnected and interdependent with other functions" of a business aimed at achieving

customer interest and satisfaction.

Philip Kotler defines marketing as Satisfying needs and wants through an exchange
process.

Marketing is about communicating the value of a product, service or brand to customers for
the purpose of promoting or selling that product, service or brand. The oldest and most
natural for of marketing is by “word of mouth” (WOM) marketing, in which the consumers
convey their experiences of a product, service or brand.

The main purpose of marketing is to increase the product sales and therefore the profits of the
company. In case of non-profit marketing, the aim is to increase the take up of the
organisations services by its consumers or clients. Government often employs social
marketing to communicate the message with a social purpose, such as public health or safety
messages to the citizens.

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MARKETING PROCESS

The strategic marketing process is a deliberate series of steps to help you identify and reach your
goals. Even more, you’ll discover what your customers want and develop products that meet those
needs. Here are the steps to a successful strategic marketing process.

1. Mission

2. Situation Analysis

3. Marketing Strategy/Planning

4. Marketing Mix

5. Implementation and Control

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STEP ONE: MISSION

First, identify and understand the company’s mission. Maybe it’s written down and promoted
throughout the organization. If not, talk to stakeholders to find out why your company exists. A
mission statement explains why a company is in business and how it can benefit consumers.
Sometimes, the mission statement is aspirational, motivating staff and inspiring customers. Or it is
simply a straightforward statement about who you are. Either way, you can’t plan a marketing
strategy without knowing clearly what business you are in and why.

STEP TWO: SITUATION ANALYSIS

The second step of the strategic marketing process is to evaluate internal and external factors that
affect your business and market. Your analysis will illuminate your strengths and the challenges
you face — either with internal resources or with external competition in the marketplace. Situation
analysis provides a clear, objective view of the health of your business, your current and
prospective customers, industry trends, and your company’s position in the marketplace.

There are several methods to conduct this analysis. A typical analysis is called a SWOT analysis:
strengths, weaknesses, opportunities, and threats.

Strengths and weaknesses are internal factors, under your company’s control. What do you do
well? What needs to be better? Opportunities and threats are external factors, such as interest rates
or a new competitor in the market. Here are some questions that can help you identify internal and
external factors:

 Strengths: What do you do well? What are the factors that you control? What is your
competitive advantage? How are your products and services superior to others in the
marketplace?
 Weakness: Where are you underperforming? What is limiting your ability to succeed? Where
do limited resources affect your success?
 Opportunities: What are untapped markets? Where is the potential for new business? Can
you take advantage of any market trends?
 Threats: What are the obstacles? Which external factors (political, technological, and
economic) can cause a problem?

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STEP THREE: MARKETING PLAN
Now that you’ve identified opportunities through your analysis, you should prioritize and map out
which ones you are going to pursue. Writing a marketing plan will specify your target customers
and how you will reach them, and should also include a forecast of the anticipated results. These
questions can help:

STEP FOUR: DEVELOPING MARKETING MIX DECISIONS

At this stage of the strategic marketing process, it’s time to focus on the “how” of planning. Your
marketing mix is based on the 4Ps of marketing, including Product, Price, Promotion, and Place. In
1960, E. J. McCarthy first expressed the 4Ps, and it is probably the best-known way to describe the
marketing mix. The 4Ps will guide the way you convey the value of your product to your
customers. You are positioning your product and its competitive advantage. You need to be clear
about what you are marketing: convenience or quality? And you need to know who is likely to buy
your product or service.

By using the market research conducted in step two, you can develop the ideal marketing mix for
your target audience and the type of product or service you sell. Although there are dozens of
marketing channels, you will want to choose the tactics that will reach your prospects when they’ll
be most receptive to your message.

STEP FIVE: IMPLEMENTATION AND CONTROL

Now it’s time to put your plan into action. Identify how and when you will launch your plan. At this
stage of the strategic marketing process, you will reach out to customers to inform and persuade
them about your product or service. Your next steps include getting the resources (cash and
staffing) to market your product, organizing the people who will do the work, creating calendars to
keep the work on track, and managing all the details for each goal. It will help you stay focused and
energized if you create monthly benchmarks and projects, weekly action steps, and daily marketing
appointments.

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FOUR P’S OF MARKETING:

Product:
A product is a good or service that meets the needs of your target market. Even more, products
solve problems. Whether you are developing a marketing plan for Coca-Cola, a luxury hotel, or a
cell phone, you have to know what problem it solves and why your product is a unique solution.
Make sure you have a clear understanding of all the details of your product, including its features,
branding, and packaging.
 What is the product or service?

 What does the customer want from it?

 What needs does it satisfy?

 What features does it have to meet these needs?

 How and where will the customer use it?

 How does it compare with similar products?

 Who are the competitors?

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Price:

The price is the amount of money your target market is willing to pay for your product. Factors for
price include any discounts, payment periods, and list price, as well as how much it costs your
company to produce the product. You also need to consider overall marketplace conditions and
your competition. How healthy is the economy? How much are your competitors char charging for
a similar product? Do they have the same business model?

The marketing message around your price depends on your market and your audience. Maybe it’s a
way to position your product in a crowded marketplace. It might be a competitive advantage or a
way of demonstrating the value of your product.

 What is the value of the product to the customer?

 Are there existing price points for similar products? If so, what are they?

 Will a small decrease give you extra market share? How much will that affect the product’s
perceived value?

 Will discounts to certain market segments be part of your strategy?

Promotion:

The way you communicate with your target audience about the value and benefit of your product is
promotion. Think of promotion as an opportunity to educate your customers about your products
and services. You teach them the value of what you offer and how your product meets their needs
or solves their problem. There are countless ways to educate them through marketing channels
including direct marketing, paid search and social, advertising, public relations, and sales
promotions that create brand awareness. This extends to almost every aspect of how you present the
product to your target market, and is everything that teaches your audience about your product or
brand.

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 Where can you get your marketing messages across to your target market? Options include
advertising on TV and billboards, direct marketing, public relations, sponsored events, and
promotions. Consider the details you used when segmenting your audience.

 What marketing channels does your target market use on a regular basis? Where and when are
they most ready to buy your product?

 When is the best time to promote?

 How do your competitors do their promotions?

Place:

Consider place as product distribution or how you plan to get your product to your customers and
make the buying process easy. Place includes distribution channels, outlets, and transportation to
get the product to the target market.

 Where do customers look for your product? In a store? Online? Through a catalogue?

 Do you need a sales force to reach customers or should you sell directly to your target market?

 What are the best distribution channels?

 Where are your competitors reaching customers?

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INRODUCTION TO CONSUMER PERCEPTION

From a cognitive perspective, consumer perception can be defined as the activities that
people engage in when selecting, purchasing and using products and services to satisfy needs
and desires (Zanoli and Naspetti, 2002).

Consumer food purchasing behaviour is influenced by many factors as a result of food's

emotive nature. These factors, supported by a considerable amount of research, can be
classified into economic and non-economic factors (Arthey, 1989).

Economic theory has shown some limits in explaining the complexity and
multidimensionality of consumer behaviour. Most economic models use relative prices and
disposable incomes as explanatory variables of consumer behaviour and treat all other
influences (e.g. social, economic and cultural factors) as latent or unobservable variables:
quality perception is one of them (Zanoli and Naspetti, 2002). Wheelock, 1986 says, food
price and personal income became the dominant factors which determined food choice after
the Second World War, when the supply of food was in abundance but nowadays, however,
the influence of prices on food choice is diminished.

Consumer Behaviour is the study of individuals, groups, or organizations and the processes
they use to select, secure, use, and dispose of products, services, experiences, or ideas to
satisfy their needs and wants. Consumer Behaviour provides a sound basis for identifying and
understanding customer needs. This is the important component of Marketing.

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STAGES OF CONSUMER PERCEPTION IN MARKET

Perception establishes the meaning about a product or brand when a consumer makes initial
contact. In marketing, this is described as consumer information processing. At this stage all
of the senses are engaged in receiving brand marketing communicate messages. In marketing
literature, four distinct stages of perception occur during consumer information processing:
sensation, attention, interpretation and retention.

The Sensation Stage

Sensation describes what occurs when a person's senses are initially exposed to the external
stimulus of a product or brand marketing. The sensory receptors of a consumer are engaged
by product or brand cues through sight, sound, smell, taste and texture. For example,
Starbucks engages all the senses in its sensory brand marketing. A customer who enters a
Starbucks coffee shop may hear the sounds and smell the aroma of the grinding of fresh
coffee in the store.

Background music and a unique store design round out the experience of the taste of hot or
cold coffee and food products that can be enjoyed in-store at quaint cafe tables.

The Attention Stage

In consumer information processing, attention occurs when a person lingers and gives mental
processing capacity to the external stimulus from a product or brand. Selective perception is
when a consumer pays attention to messages that are consistent with her attitudes, beliefs and
needs. When a product is inconsistent with these factors, the consumer will withdraw
attention.

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The Interpretation Stage
Interpretation occurs when a person assigns a meaning to the sensory stimulus from a product
or brand marketing. Comprehension is aided by expectations and familiarity. A consumer
scans his memory to retrieve previous experiences with the brand or a similar brand. Store-
brand marketing frequently capitalizes on the interpretation stage when product packaging
design contains logos, colors and other elements that are similar to national brands that
consumers are generally more familiar with.

The Retention Stage

The conclusion of the consumer perception process is the retention stage. This is marked by
the storage of product or brand information in short-term and long-term memory. The
marketer's goal is to provide positive stimuli in the proceeding stages that translate into
consumers storing the information about the product or brand into long-term memory.

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CHARECTERISTICS OF CONSUMER PERCEPTION
Consumers make great customers. So knowing how consumers behave and the reasons for
their choices can help businesses gain and keep customers. A consumer constantly changes as
shifts occur in various areas such as quality, tastes, moods, etc.

Psychology plays a role

Consumers choose businesses and brands based on how they think, feel and reason.
Analyzing what drives consumers’ emotions and responses through research can help
companies position their products or services to be chosen more often.

Environmental Influences

A consumer buys based on what they see and hear. Factors like culture, family, advertising
and media messages shape decisions. For example, teenagers want to buy clothes like their
friends wear. Or, if a consumer grows up using a particular soap or laundry detergent that
their family prefers, they might be more apt to buy those same brands as an adult.

Goods and Services Matter

Consumers don’t just buy items. They also purchase services. Whether it is a tangible product
like a household cleaner or a service like preparing an income tax return, consumers base
their decisions on the same values and variables.

Convenience is Desired

Consumers crave convenience because technology has made everything easier. Whether
consumers are buying cars, booking trips or communicating with friends online, a business
can benefit by capitalizing on the quest for more efficiency.

Companies Matter

One of the most important characteristics of consumer behavior is that they often care as
much about who they buy from as what they buy. Consumers like cool brands. Businesses
that offer a compelling reason to buy from them, like cutting-edge technology, leading
fashion or social consciousness, can score big.

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ROLE OF PERCEPTION IN CONSUMER BEHAVIOUR

The perceptions consumers have of a business and its products or service have a dramatic
effect on buying behaviour. That’s why businesses spend so much money marketing
themselves, honing their customer service and doing whatever else they can to favorably
influence the perceptions of target consumers. With careful planning and execution, a
business can influence those perceptions and foster profitable consumer behaviors.

Influencing Consumer Perception

Consumers continually synthesize all the information they have about a company to form a
decision about whether that company offers value. In a sense, consumer perception is an
approximation of reality. Businesses attempt to influence this perception of reality,
sometimes through trickery and manipulation but often just by presenting themselves in the
best possible light. For example, advertisements often trumpet the quality and convenience of
a product or service, hoping to foster a consumer perception of high value, which can pay off
with increased sales.

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Reaching Target Consumers
A key factor in influencing consumer perception is exposure. The more information
consumers have about a product, the more comfortable they are buying it. As a result,
businesses do all they can to publicize their offerings. However, this causes a problem: When
every business bombards consumers with marketing messages, consumers tend to tune out.
To influence consumer perception, a business not only must expose its product to consumers,
it also must make its product stand out from the crowd.

Consumer Risk Perception

Consumer risk perception is another factor businesses must take into account when trying to
encourage buying behaviors. The more risky a proposition is, the more difficult it is to get
consumers to act. If consumers aren’t familiar with a brand of product, they can’t assess the
risk involved; it could be poorly built, for instance, or too costly compared to substitutes.

Businesses can overcome this hesitancy by offering as much product information as possible
in the form of advertisements or by encouraging product reviews. Allowing potential
customers to handle the product in stores or test it at home also decreases risk perception, as
does offering a flexible return policy.

Customer Retention and Brand Loyalty

Successful businesses don’t relax once a customer makes a purchase. Rather, they continue to
foster perceptions that result in profitable behaviors. Once consumers have tried a product,
the task becomes maintaining a good reputation and establishing brand loyalty. Offering
superior customer service is an effective tactic because it maintains the perception that the
business cares about its customers’ best interests

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RESEARCH METHODOLOGY

RESEARCH PROBLEM

The problem of the research was “consumer perception about Baskin Robbins ice cream
in comparison to other brands in the market”

Research
The advanced learner’s dictionary of current English lays down the meaning of research as “a
careful investigation or enquiry especially through search for new facts in any branch of
knowledge”.

Redman and Mory define research as a “systematized efforts to gain new

knowledge”.

In common terms research can define as scientist and systematic search for pertinent
information. On a specific topic research comprises defining problems, collecting, organizing
and analyzing data, suggesting solutions and researching conclusion so that they fit to the
suggested solutions.

Types of Research:

1. Descriptive Research- Descriptive Research includes surveys and fact- finding enquiries
of different kinds. The major purpose of descriptive research is description of the state affairs,
as it exists at present.

2. Analytical Research- In this the researcher has to use facts or information already
available, and analyze there, to make a critical evaluation of the material.

3. Applied Research- Applied Research aims at finding a solution for an immediate problem
facing a society or an industrial business organization. Research aimed at certain conclusion

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facing a concrete social or business problem is an example of applied research. The central
aim of applied research is to discover a solution for some pressing practical problem.

4. Fundamental Research – F.R mainly concerned with generalization and with the
formulation of the theory. “Gathering knowledge for knowledge is sake is termed ‘pure’ or
basic’ research”. Research concerning some natural phenomenon or relating to pure
mathematics are examples of fundamental research.

5. Quantitative Research- Quantitative research is based on the measurement of quantity or

amount. It is applicable to phenomenon that can be expressed in terms of quantity.

6. Qualitative Research- Qualitative Research is concerned with qualitative phenomenon,

i.e. phenomenon relating to or involving quality or kind. For instance, when we are interested
in investigating the reasons for human behavior, we quite often talk of innovation research
important types of qualities research. This type of research aims at discovering the underlying
motives and desire.

7. Conceptual Research- Conceptual Research that relates to some abstract ideas or theory.
Philosophers and thinkers to develop new concept or to reinterpret existing once generally
use it.

8. Empirical Research- Empirical Research relies on experience or observation alone, often

without due regards for system and theory.

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Research Process

 Formulating the research problem

 Preparing the research design

 Determining the sample design

 Collecting the data

 Analysis of the data

 Preparation of the report

Sampling terms
(a)Population: - The aggregate of all the elements sharing some common set of
characteristics, comprising the universe for the purpose of the marketing researcher problem.

(b) Census: - A complete enumeration of the elements of a population or study object.

(c) Sample: - A subgroup of the elements of the population selected for the participation in
the study.

(d) Element: - Objects those posses into society by the researcher and about which
inferences are to be made.

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RESEARCH METHODOLOGY
Research methodology deals with the various methods of research. The purpose of the
research methodology is to describe the research procedure used in the research. Research
methodology overall includes the research design, data collection method and analysis
procedure which are used to explore the insight information from the research problem.
Research Methodology helps in carrying out the project report in by analyzing the various
research findings collected through the data collection methods.

RESEARCH DESIGN
Research design is an important and the vital part of the research. Research design is a
comprehensive master plan specifying the procedure for collecting and analysis the needed
information. Research design provides an excellent framework for the research plan of action.
The function of the Research design is to ensure that the required data is in accordance;
research design is a blue print for the research study, which guides research in collecting and
analysis the data.

Types of Research Design

EXPLORATORY RESEARCH DESIGN

Exploratory research design helps the research in getting the insight information from the
research problem. Generally all the marketing research projects innuendos exploratory
research that helps the researcher in providing the sharp focus of the problem under research.
Exploratory research lays emphasis on the discovering of ideas and possible inside to get the
information needed to carry out the research has used the exploratory form to research design
in the project under study.

CONCLUSIVE RESEARCH DESIGN

Conclusive research design is the design, which helps the researcher in studying the research
problem in the conclusive form, this helps the researcher in choosing the possible cause of
action from various alternatives to make a rational design. Hence this type of research is
being used in this research project.

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1.10 DATA COLLECTION METHOD
The success of any project or market survey depends heavily on the data collection and
analysis. It is necessary that the data collected is a reliable data in order to achieve the
research objective. All data sources can be classified into two data:

1. PRIMARY DATA

2. SECONDARY DATA

1) PRIMARY DATA: - Primary data is the data which are fresh and collected for the first
time, and are original in character. There are various Primary data collection techniques,
which have helped in data gathering.

The primary data collection techniques used in the project is as follows:

 PERSONAL INTERVIEW METHOD

 SURVEY METHOD

 QUESTIONNAIRE METHOD

 OBSERVATION METHOD

 EXPERIMENTATION METHOD

2) SECONDARY DATA- Secondary data are those data, which have been already collected
or published for the purpose other than specific research need at hand .This data is simply
used up by the researcher for his purpose of collected the data and its use is now not the
same. The secondary data source here in this project are:-

 MAGAZINES

 WEBSITES

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Methods used for research

Conclusive research

Conclusive research is the descriptive research, which helps the marketing executive to take a
rational decision.

The survey was conducted of consumers living in various reputed localities. During the
survey personal interview was the technique used to collect the required information.

Instrument used-Questionnaire

As the name suggests, in this method asking questions to the people who are thought to have
the desired information collects data. Question may be in oral and written form. A formal list
of such question is called questionnaire.

Since the objective of the research was to know the perception of the consumer for the brand
and to know the change in their reception after the advertisement/ prompt ion campaign, it
was therefore necessary to prepare a questionnaire for the consumers of the product.

In the research, structure non-disguised technique has been used since it provides more
objective measurement system. The real objective of the research was not hidden from the
respondents they aware of the topic on which they had to respond.

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SAMPLE PROFILE

Sample selection

After the questionnaire for the data collection is being prepared. Next step is to; identify the
universe for that the sample unit is to be chosen as it is not possible to gather information
from the entire universe.

Sampling - Random

Random sample is generated by a process that guarantees, in the long run, that every possible
sample of a given size will be selected with known and equal probability. Random sampling
has been done so that the whole universe could be covered

SAMPLE SIZE
The number of people in a subset of a population selected for analysis. The size of the sample
and the way in which it has been drawn from the population is critical in any kind of research
study. This survey was conducted on 75 members and sample was based on affordability
criteria. Respondents were picked randomly.

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SAMPLING TECHNIQUES
They are as-

 Non-probability sampling method

It is a sampling technique where the samples are gathered in a process that does not
give all the individuals in the population equal chances of being selected.
 Data Collection – Both primary and secondary sources of data collection have been
used here.
 Questionnaire
This type of research method consists of a questionnaire where information is
recorded and answered by respondents based on their choice of liking and taste of the
brand Baskin Robbins and their ice cream choice.

DATA SOURCES

A data source is most commonly used in context with databases and database management
systems or any system that deals with data and is referred to as data source name. It is defined
in the application so that it can find the location of the data, simply it just means that it knows
where the data is coming from.

Primary Data: Questionnaire.

Secondary data: Website –Baskinrobbins.com

TOOLS AND TECHNIQUES USED FOR DATA COLLECTION

The various tools and techniques that are used for data handling are

 Interviews
 Questionnaires and surveys
 Observations

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SCOPE OF THE STUDY

 Before business can develop marketing strategies, they must understand what factors
influence buyer behaviour and how they make purchase decision to satisfy their needs
and wants.

 This study is helpful to know in which stage the brand would be in industrial Life Cycle.

 This study aims towards collecting information about consumers psychology towards
Baskin Robbins ice cream and thus helping Baskin Robbins in understanding customer’s
nature and help in developing strategies which will thus help them in increasing their
business.

 It is done to understand what consumers consider while going for purchasing Baskin
Robbins products

 By this study we came to know how the organisation retaining and sustaining its
customers

 The main purpose of this project is to study consumers buying behaviour and develop
strategies which help Baskin Robbins in increasing their market share

 This study in mainly focused on various factors that affect consumers buying decision.
Such as social, psychological and personal.

 The study was conducted at Baskin Robbins store , Banjara Hill, Hyderabad. The sample
size was of 75 people who included people from various age groups and different income
level. The period of study is done within 45 days. The data was collected through filling
of questionnaire and interview.

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OBJECTIVES OF THE STUDY

As the market share of the BASKIN ROBBINS company is substantial as in other parts of the
country, they are facing tough competition from local companies. Company wants to know
what common consumer thinks about ice cream and what they expect from their family brand
i.e., Baskin Robbins

What does the company expects to do by solving the problem?

Every company expect something for which it conducts research and try to solve the
problem, here also by this project “a study on consumer perception at BASKIN ROBBINS”

1. To study price sensitivity, expectations and preferences of the consumers.

2. To understand the concept of consumer perception and analyzing the various factors
influencing the consumer buying behaviour.

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NEED AND IMPORTANCE OF THE STUDY

The importance of the study is to understand the likes and dislikes of the consumers tastes

and preferences. It also gives us an insight into the factors that motivate the consumer to buy

the product, also to retain the customers and keep the brand loyal towards Baskin Robbins.

Consumers continually synthesize all the information they have about a company to form a

decision about whether that company offers value. The need of this study is to understand the

buying perception of the consumer and on what basis does he choose his products, flavours,

etc. In Baskin Robbins, there are a variety of options to choose from and the type of ice

cream such as in a cone type or a scoop in a cup. So, this study helps us understand on what

the consumer basis his decisions. Consumer perception is broadly the study of individuals,

the decisions that are made by them based on their taste, preference, quality, etc or the

processes consumers use to search, select, use and dispose of products, services, experience,

or ideas to satisfy needs and its impact on the consumer and society.

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LIMITATIONS OF THE STUDY

This study is being limited to the policies and practices being followed in BASKIN
ROBBINS, HYDERABAD, in view of its classified nature of the organization.

 As the sample size is 75, it may not give the actual interpretation of the whole
population.

 Time factor is the main constraint for the study, as the duration was restricted to 6-7
weeks. (45 days)

 The findings of the study are restricted to only the questions asked in the
questionnaire.

The study was only limited to BASKIN ROBBINS, BANJARAHILLS, HYDERABAD

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CHAPTER-2
REVIEW OF
LITERATURE

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REVIEW OF LITERATURE

LITERARY REVIEW

Psychologists have long been interested in the topics of buying and shopping behaviour.
Some major perspectives in psychology such as behaviourism and cognitivism have
formulated different theories to explain buying motivation and behaviour. The behaviourists
stress the process of operant conditioning and individual’s history of reinforcement, while the
cognitive approach puts its accent on individual’s free will and intentional, voluntary action.
The views of these two perspectives can be examined in terms of the nature of buying
behaviour and the process of choice. Based on their different conception about the nature of
buying behaviour, the behaviourist and the cognitive theorists have different views on the
process of choice when buying. The behaviourists propose that consumer choice begins with
an external stimulus such as an advertising message or word-of-mouth communication. Etc.
However, the cognitive psychologists adopt a different approach to explain the process of
choice.

Based on their different conception about the nature of buying behaviour, the behaviourist
and the cognitive theroists have different views on the process of choice when buying. The
behaviourists propose that consumer choice begins with an external stimulus such as an
advertising message or word-of-mouth communication etc. However, the cognitive
psychologist adopt a different approach to explain the process of choice.They consider the
choice of buying as a rule-following behaviour etc.

To the behaviorists, therefore, choice of buying is simply a behavior, the only way of acting
in a given set of circumstances defined in terms of controlling contingencies. On the other
hand, the cognitive theorists present choice of buying as an outcome of internal, mental
deliberation and psychological decision. Actually, although the behaviorists and the cognitive
theorists have different ideas of the content of choice, they do share similar view on the
unconscious feature of choice (rather involuntary response to discriminative stimulus and the
following of rules).

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THEORITICAL REVIEW

Consumer is the king and it is the consumer who determines what a business is. Therefore, a
sound marketing program should start with a careful analysis of the habits, attitudes, motives
and needs of consumers.

Consumer behavior is prerequisite though the process is highly complicated. At the same
time, a firm’s ability to establish and maintain satisfying exchange relationships depends on
the level of understanding of buying behavior. Thus, buying behavior is the decision process
and acts of people involved in buying and using products.

Need for Understanding Consumer

Behavior Knowledge of consumer behavior would render immense help for planning and
implementing marketing strategies.

 Secondly, the proof of establishing consumer orientation in the marketing. This is known
only when marketing mix is developed to include positive answers to the questions.

 Thirdly, by gaining a better understanding of the factors that affect buyer behavior,
marketers are in a better position to predict how consumers will respond to marketing
strategies

 Finally, consumer is the principal—a priori of business. The efficiency with which a free
market system of enterprise operates, in the last analysis, depends upon the extent of
consumer understanding possessed by the business cannot possibly fulfil its obligations in
a meaningful and responsive manner. This is exactly the reason why consumer behavior
is given importance in modern marketing.

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Consumer Decision Behaviour

The various types of consumer decision-making vary considerably and are classified as
follows:

 Routine response behavior.

 Limited decision-making.
 Extensive Decision-making.

1.Routine decision behavior is usually found in the cases of frequently purchased and
low-cost items. They are also aware of alternative brands, for instance, if you intended to buy
a particular would switch over to a second preferred brand of their choice. Thus, products that
are bought through routine response behavior are purchased quickly with very little mental
effort.

2.Limited decision-making It is pertinent in the case of purchases made by the

consumers less frequently. The investment needed also will be comparably high. Hence, the
consumers may acquire information about all possible brands and some amount of mental
exercises would follow to arrive at a decision about all possible brands.

3.Extensive decision-making It is required when a consumer wants to purchase

unfamiliar products which is totally new, having high unit value and bought preferably once
in his life time. Before such a product is bought, the consumer uses many criteria for
evaluating alternative brands and substitute products and spends much time in seeking
information and deciding on the purchase. An interesting but a notable point in this
connection is that the type of decision-making need not necessarily remain constant.

30
Factors Influencing Consumer Buying Behaviour-
Several factors determine the buying behavior of consumers. These factors may be classified
as follows:

(1) Personal Factor:

These include factors unique to a particular person. Numerous personal factors influence
purchase decisions:

(a) Demographics: Individual characteristics such as age, sex, race, ethnicity, income,
occupation and family life cycle are called demographics. These have a bearing on who is
involved in family decision-making.

(b) Life styles means an individual’s pattern of living expressed through activities, interests
and opinions. Life style patterns include the ways people spend-time, the extent of their
interaction with others, and their general outlook on life and living, people partly determine
their own life styles and partly these are shaped by personality and demographics.

(c) Situational factors are influences resulting from circumstances, time and location that
affect the consumer buying behavior.

(2)Social factors:

The factors that other people exert on buying behavior are called social factors. These factors
are as follows:
a) Roles and Family
Role means the activities that a person is supposed to perform. A person occupies several
positions and, therefore, he/she has many roles.

31
(b) Reference Group

A reference group is any group that exercises a positive are three major types of reference
groups—membership, aspiration and dissociative. A reference group may serve as an
individual, point of comparison and source of information.

(c) Opinion leader

The reference group members who provides information about a specific share that interests
members of the group is called opinion leader. An opinion leader is likely to be most
influential when consumers have high product involvement buy low product knowledge,
when they share the attitudes and values of the opinion leader and when the product details
are numerous and complicated.

(d) Social Class

A social class means an open group of individuals with similar social rank. Quite often
people in a society are classified into upper, middle and lower classes on the basis of their
income and occupation. Consumers belonging to a particular social class tend to have
common behavioral patterns. They may have similar attitudes and values.

(e) Culture and Sub-cultures

Culture is the aggregate of customs, beliefs, values, and objects that a society uses to cope
with its environment and passes on to future generations. Our culture determines what we
want and wear. It also influences how we buy and use products. Cultural changes affect
marketing mix.

(3) Psychological factors:

Factors that operate within individuals and determine their general behavior are as follows:

(a) Perception

Perception is the process of selecting, organizing and interpreting information to derive

meaning. Different people perceive the same thing at the same time in different ways.

32
(b) Motives:

A motive means an internal force that orients a person’s activities towards need satisfaction.
A set of motives affects a buyer’s actions. Motives that influence where a person buys
products on a regular basis are known as patronage motives. These include location, price,
variety, service and behavior of sale people. Marketers use depth interviews, projection and
other methods to know and understand the motives of buyers.

(c) Learning:

Changes in an individual’s behavior due to information and experience are called learning. A
consumer tends to repeat purchase actions which create satisfaction. Inexperienced buyers
use price as an indicator of quality more advertisements, salespersons, friends and relatives.
They also learn by buying and using products.

(d) Attitudes:

Attitude refers to an individual’s enduring evaluation, feelings and behavioral tendencies

toward an object or idea. An individual’s attitudes remain generally stable and do not vary
from moment to moment. Attitudes play a significant role in determining consumer behavior.

(e) Personality:

Personality refers to a set of internal traits and distinct behavioral tendencies that result in
consistent patterns of behavior. An individual’s personality is the outcome of heredity and
personal experiences. It makes the individual unique.. Personality influences the type of
brand and products purchased.

(f) Self-concept:

Self-concept of self-image means a person’s perception or view of himself. Individuals

develop and alter their self-concept through interaction of social and psychological
dimensions. Research shows that a buyer purchases products that reflect and enhance the self-
concept. A person’s self-concept may also influence selection of products category and
brand.

33
Buying Motives of Consumers
A buying motive means what induces a customer to buy a product. There is a buying motive
behind every purchase. But the motive may differ from one buyer to another. Buying motives
may be classified as follows:

1. Internal and External

Motives Internal buying motives are inherent in the minds of consumers. They arise from the
basic needs like hunger, safety, comfort, pleasure, etc. internal buying motives may be
rational or emotional.

External buying motives are those which a customer learns or acquires from his environment.
Social status, social acceptance, achievement, etc. are examples of such motives. Income,
education, occupation, religion, culture, family and social environment influence external
motives.

2. Rational and Emotional Motives

Buying motives are those which are based on logical reasoning and consideration of
economic consequences. They include the cost, durability and dependability of the
product/service.

Emotional buying motives are based on personal feelings. These motives include ego,
prestige, love and affection, status, pride, etc.

3. Product and Patronage Motives

Product motives are of two types-primary and secondary. Primary buying motives are the
reasons due to which consumers buy one class of products rather than another. These motives
arise directly from human needs and wants. These include the desire for health, beauty,
knowledge, relaxation, recognition, etc.

Secondary or selective buying motives induce consumers to buy certain kinds of products.
These include desire for convenience, dependability, durability, economy, versatility, etc.

34
CHAPTER-3
COMPANY’S
PROFILE

35
COMPANY’S PROFILE

HISTORY OF THE COMPANY

Baskin-Robbins is a global chain of ice cream parlours founded by Burt
Baskin and Irv Robbins in 1953, from the merging of their respective ice cream parlours,
in Glendale, California.

It claims to be the world's largest chain of ice cream specialty stores, with more than 5,800
locations, 2,800 of which are located in the United States.

Baskin-Robbins sells ice cream in over 30 countries. The company is headquartered

in Canton, Massachusetts .

The Baskin-Robbins ice cream parlours started as separate ventures from Burt Baskin and Irv
Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively.

Snowbird Ice Cream featured 21 flavours, a novel concept for the time. When the separate
companies merged in 1953, this concept grew to 31 flavours.

Baskin-Robbins is known for its "31 flavours" slogan. The idea for having so many came
from the Carson-Roberts advertising agency (which later became Ogilvy & Mather ) in
1953, along with the slogan "Count the Flavours. Where flavour counts."

It also was more than the 28 flavours then famously offered at Howard restaurants. In
addition, the number 31 was chosen so a customer could have a different flavour every day of
any month.

Burt and Irv also believed that people should be able to sample flavours until they found one
they wanted to buy ― hence the iconic small pink spoon.

Baskin-Robbins franchisee, Mitch Cohen of New York, currently holds the Guinness World
Record for scooping 19 ice cream cones in one minute.

36
Corporate history-

By 1948, Burt and Irv opened six stores, the first franchise covering the sale of ice cream was
executed May 20, 1948, for the store at 1130 South Adams in Glendale (Store #1). Burt and
Irv were brothers-in-law.

In 1949, the company’s production facility opened in Burbank. They made the decision to
sell the stores to the managers, thus becoming one of the first franchised food service
businesses.

In 1953, Baskin-Robbins hired Carson-Roberts Advertising who recommended adoption of

the 31 as well as the pink (cherry) and brown (chocolate) polka dots and typeface that were
reminiscent of the circus.

The first store that adopted the new 31 look was 804 North Glendale Ave. in Glendale,
California in March 1953. Between 1949 and 1962, the corporate firm was Huntington Ice
Cream Company.

The name succeeded the Baskin-Robbins Partnership and was eventually changed back
to Baskin-Robbins, Inc. on November 26, 1962. Baskin-Robbins also was the first to
introduce ice cream cakes to the public.

Baskin Robbins often still incorporates 31 in its promotions despite offering more flavours.
For example, in Malaysia this includes giving 31% off their hand-packed ice cream on the
31st of a month, which invariably causes queues at their outlets.

Baskin-Robbins was owned by the founders until purchased in 1967 (just prior to Burt
Baskin's death) by the United (United Fruit).

In 1972, the company went public for the only time in its history when United Brands sold
17% in an IPO. A year later, British food company J. Lyons and Co. purchased Baskin-
Robbins from United Brands and all public stock. J. Lyons then merged with Allied
Breweries, becoming Allied-Lyons in 1978. Allied-Lyons then merged with Pedro Domecq
S.A. in 1994, becoming Allied Domecq.

Baskin-Robbins, Togo's, and Dunkin' Donuts now comprise Dunkin' Brands,

Inc. Dunkin' Brands was part of Allied Domecq until its purchase in 2006 by a group of
private equity firms - Bain Capital, Thomas Lee, and The Carl yle Group.

37
In 1999, Baskin-Robbins terminated approximately 200 domestic franchisee agreements in
Southern markets it deemed "nonstrategic." These shop owners were notified of the
agreement cancellation via a conference call.

Over 40 former franchisees united to form a new company, KaleidoScoops, which

operates as a cooperative, and is based in Austin, Texas.Other former Baskin-Robbins
franchisees converted their stores to franchises of McConnell's (of Santa Barbara,
California), and The Ice Cream Club.

Baskin-Robbins has maintained solid, controlled growth through development of stores

that combine Dunkin' Donuts and Togo's. Recently the company announced plans to
aggressively grow their standalone locations, actively seeking franchises.

Irv Robbins died at Eisenhower Medical Centre in Rancho Mirage, California on

May 5, 2008, at age 90.

COMPANY’S PROFILE IN BRIEF

Name of Company: Baskin Robbins Flavors Inc.

Address: 1001 S Victory Blvd Burbank, CA 91502-2548

Type of Business: Extracts, syrups

Industry Sector: Food & Beverage / Tobacco

Market Target: Japan, South Korea, Australia, Canada, and Russia

Phone: 818-843-5500 Fax: 818-843-1855

38
BACKGROUND INFORMATION ABOUT FRANCHISORS

Baskin-Robbins is the world’s largest chain of ice cream speciality stores wih more than 4’00
locations around the globe. There are continuous learning organisation, innovating and
building new strategies to stay ahead of competitors while taking advantage of opportunities
to enhance their presentation to their customers. Baskin-Robbins has popularized the practice
of offering free tasted on miniature pink spoons to customers dazzled by is selection of
flavours. Baskin-Robbins carries on the tradition of offering spoonfuls of happiness to
millions of customers every day.

Mission, Vision & Values

VISION
“The best premium ice-cream player”

MISSION OF THE COMPANY

Our mission is to delight customers with a wide variety of high quality frozen treats and to
offer spoonful of happiness to millions of customers every day. We exist to thrill customers,
define and lead multibranding, enrich stake holders and build powerful brands.

VALUES
 Integrity
 People
 Connection
 Innovation
 Performance
 Discipline
 Quality

39
3.4 ORGANIZATION STRUCTURE

Structure

CEO – Giovanna Cordero

Advertising & Marketing manager – Julissa Chong

Human Resource – Solange Carbo

Financial manager – Maite Velaz

Sales Manager – David Sanchez

Purchasing/Ventures manager – Hector Bastida

40
Products and Services Offered By The Company
Nutty Cream Cheese Brownie Ice-cream: Smooth Chocolate fidge ice cream with oist
brownies, crunchy walnuts and a cream cheese fristing ribbon and it contains cream, cream
cheese fristing, non-fat milk, corn syrup, brownie fudge pieces, coconut oil, and sweetened
condensed milk.

Baseball Nut Ice Cream: Vanilla flavoured ice cream and cashews with a black raspberry
ribbon which contains Cream, Non-fat Milk, Black Raspberry Ribbon (Blackberry, Raisin,
Raspberry, Elderberry Concentrate and Other Fruit Juice Concentrates),

Lunar Cheesecake Ice-cream: Green and white cheesecake flavoured ice cream packed
with bits and wrapped up in a crunchy graham cracker ribbon. It contains cream, non fat
milk, graham cracker ribbon, whole wheat flour, sugar, soybean, cottonseed oils, high
fructose corn syrup, molasses, honey salt, powdered sugar and coconut oil.

41
Peppermint Ice Cream: Minty fresh and irresistible, this greenish pink peppermint ice
cream is loaded with pieces of peppermint candy which contains cream, non fat milk,
peppermint candy, sugar corn, whey, red 3, red 40, blue 1 natural flavour, cellulose gum,
mono and diglycerides, gum, and polysorbate 80.

Raspberry Cheese Louise: This delicious cheesecake flavoured frozen yogurt is sprinkled
with raspberry cheesecake pieces and graham crackers with a sweet raspberry ribbon. It
contains Yogurt Base (Cream, Non-fat Milk, Yogurt Culture), Non-fat Milk, Raspberry
Ribbon [Sugar, Seedless Raspberry Puree, Water, Pectin, Citric Acid, Red Berry Colour
(Derived from any combination of the following fruits: Black Currant Berries, Elderberries,
Blackberries) and Natural Raspberry Flavour].

Strawberry Shortcake Ice Cream: With vanilla flavoured ice cream, shortcake pieces and a
strawberry ribbon, this old-fashioned favourite is anything but short on flavour. It contains
Cream, Non-fat Milk, Strawberry Ribbon (Corn Syrup, Strawberries, Strawberry Puree,
Modified Food Starch, Sugar, Plum Puree, Glycerine, Citric Acid, Cellulose Gum, Red 40,
Sodium Benzoate And Potassium Sorbate As Preservatives, Artificial Flavours), Coated
Golden Flake.

42
ACHIEVEMENT AND AWARDS OF BASKIN ROBBINS

Baskin-Robbins Franchise Partners were recognized for their outstanding performances and
contributions to the brand in 2016 with the announcement of the Annual Franchise Partner
Awards.

Baskin-Robbins General Manager Ben Flintoff said this year’s Franchise Partner Awards
were presented to stores that demonstrated outstanding leadership and team work to drive
new and repeat traffic of local guests.

“I’m overwhelmed by the determination and team work displayed by our Franchise Partners
in 2016; they continue to achieve fantastic results through building and growing the
connection between their store and guests,” he said.

Baskin-Robbins Australia congratulated all Franchise Partners across the country for their
efforts and commitment to the brand, with the following stores recognised for their top
performances in 2016:

 Franchise Partner of the Year 2016 - Baskin-Robbins Mackay, QLD

 Highest Comparison Growth 2016 - Baskin Robbins Port Macquarie, NSW
 Best Training Initiative Award 2016 - Baskin-Robbins North Lakes, QLD
 Community Engagement Award 2016 - Baskin-Robbins Ballina, NSW
 Most Improved Store 2016 - Baskin-Robbins Wellington Point, QLD
 Top Performance in the Cake Category 2016 - Baskin-Robbins Mackay, QLD
 Highest Single Week Turnover Record 2016 - Baskin Robbins Port Macquarie, NSW
 Local Store Marketing Initiative Award 2016 - Baskin-Robbins Manly, QLD

Baskin-Robbins is the world’s largest chain of ice cream specialty stores, with 87 stores
across Australia

43
CHAPTER-4
DATA ANALYSIS &
INTERPRETATION

44
DATA ANALYSIS AND INTERPRETATION
1. What is your age?

Table 4.1 Gender

Age No. of respondents % of respondents

15-25 66 66%
25-35 22 22%
35-45 6 6%
45-55 6 6%
Total 100 100%

Graph no. 4.1 Age Group

45
Data analysis:From the above table and graph, it can be inerpreted that 66% of the
respondents are between the age group 15-25, 22% of the respondents are between 25-35, 6%
of the respondents are between the age group 35-45 and 5% of the respondents are between
the age group 55 and above.

Interpretation:

The survey interprets that the maximum number of respondents, 66% are between the age of
15-25.

2. What is your gender?

Table 4.2

Gender No. of respondents % of respondents

Male 47 47%
Female 53 53%
Total 100 100%
Graph 4.2

46
Data Analysis:

From the above table and graph, it can be analysed that 47% of the respondents are male
and 53% of the respondents are female.

Interpretation:

The maximum no. of respondents is female which is 53%

3. Which of the following ice cream brand do you like the most?

Table no. 4.3

Brand No. of respondents % of respondents

Baskin-Robbins 25 25%
Cream Stone 48 48%
Kwality Walls 19 19%
London Dairy 6 6%
Other 2 2%
Total 100 100%
Graph 4.3

which ice cream brand you like the most?

Other

London Dairy

Kwality Walls
No. of respondents

Cream Stone

Baskin-Robbins

0 10 20 30 40 50 60

47
Data Analysis:

From the above table and graph, it is interpreted that 48% of the respondents prefer
Cream-stone ice cream, 25% of the respondents prefer Baskin Robbins, 19% prefer Kwality
walls, 6% prefer London dairy and 2% prefer other brands of ice cream.

Interpretation:

It can be interpreted that 48% respondents which is the maximum prefer the brand cream ston

4. Are you satisfied with the services provided by the fast food
chains?Table 4.4

Satisfaction No. of respondents % of respondents

Yes 39 39%
No 4 4%
Sometimes 57 57%
Total 100 100%
Graph 4.4

48
Data analysis:

From the above table and graph, it can be analysed that 57% of the respondents are
satisfied sometimes by the services provided, 39% are satisfied and 4% are not satisfied.

Interpretation:

It can be interpreted that 57% of the respondents are satisfied at times.

5. How often do you have Baskin Robbins?

Table 4.5

Frequency of BR No. of respondents % of respondents

Alternate Days 6 6%
Weekends 21 21%
Once in a month 26 26%
Not so often 45 45%
Other 2 2%
Total 100 100%
Graph 4.5

49
Data Analysis:

From the above graph and table, it can be analysed that 6% of the respondents have
Baskin Robbins every alternate day, 45% don’t have it very often, 21% have it in the
weekends, 26% have it once a month, and rest have never tried Baskin Robbins.

Interpretation:

It can be interpreted that 45% of the respondents don’t have Baskin Robbins very often.

6. Which among the following is your favourite ice cream at

Baskin Robbins?
Table 4.6

Favorite Ice cream No. of % of respondents

respondents
Nutty Cream Cheese Brownie 23 23%
Pralines and cream 10 10%
Chocolate Chip 57 57%
Gold Medal Ribbon 4 4%
Other 6 6%
Total 100 100%
Graph 4.6

50
Data Analysis:

From the above graph and table, it can be interpreted that 57% of the respondents prefer
chocolate chip, 23% prefer nutty cream cheese brownie, 10% prefer pralines and cream,
4% prefer Gold Medal Ribbon, and the rest 6% prefer other flavors.

Interpretation:

It can be interpreted that 57% prefer the chocolate chip flavour in Baskin Robbins.

7. Is the product line of Baskin Robbins adequate?

Table 4.7

Adequate No. of respondents % of respondents

Yes 39 39%
No 23 23%
Haven’t thought 38 38%
about that
Total 100 100%
Graph 4.7

51
Data Analysis:

From the above table and graph, it can be analysed that 39% of the respondents are
satisfied with the product line of Baskin Robbins, 38% haven’t thought about it, and
23% are not satisfied with the product line of Baskin Robbins.
Interpretation:
It can be interpreted that 39% of the respondents are satisfied with the line of Baskin
Robbins.

8. What time of the day do you prefer to eat Baskin Robbins?

Table 4.8

Time of Day No. of respondents % of respondents

Noon 13 13%
Evening 40 40%
Night 45 45%
Other 2 2%
Total 100 100%

What time of day do you perfer to eat

Baskin-Robbins?

Other

Night
No. of respondents
Evening

Noon

0 10 20 30 40 50

52
Data Analysis:

From the above table and graph, it can be analysed that 45% of the respondents prefer
eating ice cream at night, 40% prefer it in the evening, 13% in the noon, where as 2%
prefer it at other times of the day.

Interpretation:

It can be interpreted that 45% of the respondents prefer eating ice cream at night

9. What is a problem you have faced while at Baskin Robbins?

Table 4.9

Problems faced No. of respondents % of respondents

Long Queues 29 29%

Wrong orders 13 13%

Hygienic Problems 16 16%

Other 42 42%
Total 100 100%

Graph 4.9

53
Data Analysis:

From the above table and graph it can be analysed that 42% of the respondents have faced
various other problems while at Baskin Robbins, 29% have faced the issue of long
queues, 13% have faced wrong orders, 16% have faced hygienic problems.

Interpretation:

It can be interpreted that 42% of the respondents have faced various other issues while at
Baskin Robbins.

10. What are the unique selling propositions of Baskin Robbins?

Table 4.10

USP No. of respondents % of respondents

Product Variety 40 40%
Hygiene 20 20%
Ambience 20 20%
Quick service 19 19%
Other 1 1%
Total 100 100%
Graph 4.10

54
Data Analysis:

From the above table and graph, it can be analysed that 40% of the respondents consider
the USP of Baskin Robbins as product variety, 20% consider hygiene, 20% consider
ambience, 19% consider quick service, and 1% consider some other.

Interpretation:

It can be interpreted that Baskin Robbins unique selling proposition is product variety.

11. Do you think Baskin Robbins will be triumphant over all its
competitors?
Table 4.11

Triumphant over No. of % of respondents

competitors respondents

Yes 35 35%
No 17 17%
Haven’t Thought About it 47 47%

Other 1 1%
Total 100 100%

Graph 4.11

55
Data Analysis:

From the above graph and table, it can be analysed that 47% of the respondents haven’t
thought about Baskin Robbins being triumphant over its competitors, 35% say that
Baskin Robbins will be triumphant over its competitors, and 17% say that Baskin
Robbins will not be triumphant over its competitors.

Interpretation:

It can be interpreted that the majority have not considered the factor that Baskin Robbins
will be triumphant over its competitors.

12. Are the products of Baskin Robbins sufficient? Or should

there be more flavours added?
Table 4.12

Product line of Baskin Robbins No. of respondents % of respondents

It is adequate 39 39%
I would like some more flavors 60 60%
Other 1 1%
Total 100 100%

Graph 4.12

56
Data Analysis:

From the above table and graph, we can analyse that 60% of the respondents are not
satisfied with Baskin Robbins flavours and would like some more, where as 39%
respondents think the flavours are adequate enough.

Interpretation:

It can be interpreted that the majority, 60% would like some more flavours from Baskin
Robbins.

13. How do you get to know about a new flavour of ice cream?

Table 4.13

Flavor of ice cream No. of respondents % of respondents

Television 18 18%
Word of mouth 52 52%
Supermarket 16 16%
Newspaper 10 10%
Other 4 4%
Total 100 100%

Graph 4.13

57
Data Analysis:

From the above table and graph, it can be analysed that 52% of the respondents got to
know about a new flavour through word of mouth, 18% through Television, 16% through
supermarket, 10% through newspapers and the rest through other sources such as the
internet, friends, etc.

Interpretation:

It can be interpreted that 52% of the respondents come to know about a new flavour of
ice cream through Word of mouth.

14. Do you purchase the ice cream cakes?

Table 4.14

Ice cream cakes No. of respondents % of respondents

Yes 54 54%
No 35 35%
Haven’t heard 11 11%
about it
Total 100 100%
Graph 4.14

58
Data Analysis:

From the above data and graph, it can be analysed that 54% of the respondents purchase
the ice cream cake, 35% of the respondents do not purchase ice cream cakes, and the rest
of the respondents have not heard about the ice cream cakes from Baskin Robbins.

Interpretation:

It can be interpreted that 54% of the respondents purchase ice cream cakes from Baskin
Robbins.

15. Is the price reasonable at Baskin Robbins?

Table 4.15

Price Reasonable No. Of Respondents % of respondents

Yes 63 63%
No 37 37%
Total 100 100%

Graph 4.15

59
Data Analysis:

From the above table and graph, it can be analysed that 63% of the respondents consider
the price at Baskin Robbins reasonable, and 37% of the respondents think the price at
Baskin Robbins is not reasonable enough.

Interpretation:

It can be interpreted from the graph, that 63% of the respondents think the price at Baskin
Robbins is reasonable enough.

2. What is the biggest factor which influences your purchasing

behaviour?

Table 4.16

Influencing factor No. of respondents % of respondents

Price 14 14%
Variety 36 36%
Location 18 18%
Quality 31 31%
Other 1 1%
Total 100 100%

Graph 4.16

60
Data Analysis:

From the above data and graph, it can be analysed that 36% of the respondents consider
variety to be the biggest influencing factor, 31% consider the quality, 18% consider
location and 14% consider price as their biggest influencing factor.

Interpretation:

It can be interpreted from the above information that 36% of the respondents consider
Variety to be the biggest factor influencing their purchasing behaviour.

17.Would you recommend Baskin Robbins to your friends and

family?

Table 4.17

Recommending Baskin No. of respondents % of respondents

Robbins
Yes 84 84%

No 16 16%
Total 100 100%
Graph 4.17

61
Data Analysis:

From the above data and graph, it can be analysed that 84% of the respondents will
recommend Baskin Robbins to their friends and family, where as 16% of the respondents said
they won’t recommend Baskin Robbins.

Interpretation:

It can be interpreted that 84% of the respondents will recommend Baskin Robbins to their
friends and family.

18. What is the biggest con of Baskin Robbins according to your

perspective?

Table 4.18

Con No. Of Respondents % of respondents

Few branches 43 43%
Taste is not up to the mark 9 9%
Not very appealing 19 19%
Pricing of the ice cream 28 28%
Other 1 1%
Total 100 100%
Graph 4.18

62
Data Analysis:

From the above data and table, it can be analysed that 43% of the respondents say that the
biggest con of BR is that it has very few branches, 9% say the taste is not upto the mark,
19% say the taste is not very appealing and 28% say the pricing of the ice cream is the
biggest con.

Interpretation:

It can be interpreted that 43% of the respondents say that Baskin-Robbins has very few
branches thus making it the biggest con.

19. Do you think there is scope for Baskin Robbins in your

locality?

Table 4.19

Scope for Baskin Robbins No. of respondents % of respondents

Yes 57 57%
No 18 18%
Maybe 25 25%
Total 100 100%
Graph 4.19

63
Data Analysis:

From the above data and table, it can be analysed that 57% of the respondents think
there’s scope for Baskin Robbins in their locality, 18% of the respondents say that there’s
no scope, and 25% say that there’s maybe scope for Baskin Robbins.

Interpretation:

It can be interpreted that 57% of the respondents say that there’s scope for Baskin
Robbins in their locality.

64
CHAPTER-5
FINDINGS,
SUGGESTIONS
&
CONCLUSIONS

65
FINDINGS
1. Only 66% of the respondents are between the age of 15-25.

2. Only 53% of respondents are female.

3. 48% of the respondents prefer the brand Cream Stone.

4. Only 57% of the respondents are satisfied at times.

5. That 45% of the respondents don’t have Baskin Robbins very often.

6. Around 57% prefer the chocolate chip flavour in Baskin Robbins.

7. That 39% of the respondents are satisfied with the line of Baskin Robbins.

8. That 45% of the respondents prefer eating ice cream at night.

9. That 42% of the respondents have faced various other issues while at Baskin Robbins
such as wrong order, different taste preferences, etc.

10. That Baskin Robbins unique selling proposition is product variety of 40%
respondents.

11. That 47% of the respondents have not considered the factor that Baskin Robbins will
be triumphant over its competitors.

12. 60% would like some more flavours from Baskin Robbins.

13. That 52% of the respondents come to know about a new flavour of ice cream through
Word of mouth.

14. That 54% of the respondents purchase ice cream cakes from Baskin Robbins.

15. That 63% of the respondents think the price at Baskin Robbins is reasonable enough.

16. That 36% of the respondents consider Variety to be the biggest factor influencing
their purchasing behaviour.

17. That 84% of the respondents will recommend Baskin Robbins to their friends and
family.

18. 43% of the respondents say that Baskin-Robbins has very few branches thus making it
the biggest con.

19. 57% of the respondents say that there’s scope for Baskin Robbins in their locality.

66
SUGGESTIONS
The customer preferences can be enhanced in Baskin Robbins through the following
ways:

1. Baskin Robbins should reduce their pricings as many respondents have considered
this as their influencing factor while purchasing. So if the prices are reduced and
reasonable enough, it will attract more customers.

2. Baskin Robbins should try to enhance and increase the number of branches and their
different localities as many consumers are not aware of this Brand due to less
branches and less awareness.

3. Baskin Robbins should increase their offers and attractiveness towards the benefits of
the customers as this will motivate and influence them to purchase Baskin Robbins
more often.

4. Around 45% don’t have Baskin Robbins very often and prefer eating various other
brands, so Baskin Robbins should improve their quality of goods and services to
attract a wide range of customers.

5. Baskin Robbins should improve their promotional strategies and advertisements to

many more people as only 18% respondents got to know about new flavours of BR
through tv, and 10% through newspapers.

6. Only 39% of the respondents are satisfied with the current flavours in BR whereas,
60% would like an addition and variety of many more flavours.

7. Only 35% of the respondents think Baskin Robins will be triumphant over its
competitors such as Cream Stone, Kwality Walls, etc, so this shows that BR must
improve its quality, services and products so that many people are convinced and
eager towards the brand – Baskin Robbins.

67
CONCLUSIONS

1. There hasn’t been much scope lately in terms of products and services provided due to the
lack of awareness by the brand which can be enhanced through various marketing strategies.

2. An increase of branches and an added variety of products should be made.

3. Around 84% respondents are willing and eager to share the brand Baskin Robbins with
their family and friends, which will increase its marketing value and awareness among
customers.

4. I hereby conclude that BASKIN ROBBINS should enhance their product variety in the
stores, increase the number of branches, increase the quality of service and sale, have better
promotional strategies, thereby increasing the satisfaction of the customers.

68
BIBLIOGRAPHY:
Books-

Principles of Marketing by Philip Kotler published by Dorling Kindersley (India)

Guide to Customer Surveys: Sample Questionnaires and Detailed Guidelines for creating
effective surveys by Trevor M Spunt.

Websites:

 www.wikipedia.org

 www.google.com

 www.baskinrobbins.com

 www.slideshare.net

 www.scribd.com

 files.shareholders.com

 answers.yahoo.com

69
ANNEXURE
QUESTIONNAIRE

Name: ____________________ Age: ________

Gender: _________

Please spare a few minutes of your valuable time to answer this simple Questionnaire.

1. Which of the following ice cream brand do you like the most?
Baskin Robbins
London Dairy
Cream Stone
Kwality Walls

2. Are you satisfied with the services provided by the fast food chains?
Yes
Sometimes
Not at all satisfied

3. How often do you have Baskin Robbins?

Alternate days
Weekends
Once in a month
Not so often

4. Which among the following is your favourite Ice cream at Baskin Robbins?
Nutty Cream Cheese Brownie
Pralines and Cream
Chocolate Chip
Gold Medal Ribbon

70
5. Is the product line of Baskin Robbins adequate?
Yes
No
Haven’t Thought About That

6. What time of the day do you prefer to eat at Baskin Robbins?

Noon
Evening
Night

7. What is the main problem you have faced at Baskin Robbins?

Long queues
Wrong orders
Hygienic problems
Other problem

8. What are the unique selling prepositions of Baskin Robbins?

Product variety
Hygiene
Ambience
Quick service

9. Do you think Baskin Robbins will be triumphant over all its competitors?
Yes
Maybe
Haven’t Thought About That

10. How old are you?

15-25
25-35
35-45
45-55

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11. Is the product line of Baskin Robbins adequate? Or should there be more flavours added?

It is adequate

I would like some more flavours

12. How do you get to know about a new flavour of ice cream?

Television

Word of mouth

Supermarket

Newspaper

13. Do you purchase the ice cream cakes?

Yes

No

14. Is the price reasonable at Baskin Robbins?

Yes

No

15. What’s the biggest factor which influences your purchasing behaviour?
Location
Price
Quality
Variety

72
16. Would you recommend Baskin Robbins to your various friends and family?
Yes
No

17. What is the biggest con of Baskin Robbins according to your perspective?
Fewer branches
Taste is not up to the mark
Pricing of the ice cream
Not very appealing

18. Do you think there’s scope for Baskin Robbins in your locality?
Yes
No
Maybe

73