Upload
muhtasim-sarowat-rayed
View
319
Download
4
Tags:
Embed Size (px)
Citation preview
TEam Charlie Foxtrot
Muhtasim Sarowat Rayed (ZR-61)Shatabdi Biswas (RH-12) Arifur Reza Chowdhury (ZR-23) Sharmili Nowshin Kabir (RH-30)
Scope and Limitations
Industry Overview
Consumer Characteristics
Key Psychological Processes
Five Stage Buying Process
Takeaways
Market DefinitionLocal packaged ice cream
market
Geographical ScopeDhaka City
Data SourcesPrimary:
SurveysSecondary:
Market Reports and Publications
Online Consumer
surveyLack of access to all
income groups.
questionnaireSome respondents could not understand some questions.
Retailer Survey
Respondents from only selected areas.
15%
Off-PeakFebruary,
September, October, November
3%
Super Off-Peak
December, January
36%
PeakMarch, July, August
46%
Super-PeakApril, May, June
Seasonality
Retail Survey Revealed
Super Peak Period as
April, may and june
PohelaBoishakh
Eid-Ul-Fitr
21st
February
Eid-Ul Azha
Special Occasions
Retailer Survey showed that consumption
increases during
Dhaka Chittagong
18.9%
Khulna
6.9%
Comilla
4.8%
Barisal
2.5%
Others
5.9%
SubculturesGeographic Regions
61%
2%30%67%
Above Tk. 50,000 Tk. 15000-50,000 Tk. 10,000-25,000
Social StratificationMonthly Income of Ice Cream Buyers
2/3 times in a week
15%
21% 21%
24%
14%
5%
Once in a week Once in two weeks Once in a month Once in three months
Never
Most frequent buyers
Personal Preference
Preference of Children
Preference of Teenagers
Preference of Significant
Others
Preferences of Older Family
Members
Preferences of Friends
Others
75%
6%1%
2% 3%
10%
3%
Reference GroupsSmall impact over consumer
behavior.
Friends and colleagues most influential among reference
groups.
No79%
Do You Have a Child in the
Family?
Yes21%
FamilyMost respondents do not have a
child in the family.
Thus reduced impact of direct and indirect demands of children.
22% 6% 25% 19% 27%
Affordable Youthful Versatile Exclusive Other
Appeals to Core Values
Most of the consumers lead a time-constrained lifestyle that values variety and multitasking.
Versatile, Exclusive
Presence of minority group with time-constrained lifestyle that
seeks affordable products.
Affordable
PerceptionSelective Attention
Large Volume Purchase in Social Occasions. Individual-Size Products
Ignored.
MemoryBrand Association
Consumers looking for quality tend to choose Igloo ,Bellissimo and Mi amore
which they associate with quality.
Memory Retrieval Interference
Mi Amore, Igloo’s Flanker BrandCounters Bellissimo’s Brand Association
Learning Discrimination
Consumers can differentiate among same flavors of different brands .The taste that appeal to them the most drive
their purchase.
Problem Recognition
Information Search
Internal Stimulus: Indulgence and Craving
External Stimulus: Hangouts
Family GatheringsSpecial Occassions Personal Information Source:
Friends and Colleagues
Commercial Information Source: Advertisements
RetailersCarts
Public:Social Media (Food Bank)
Evaluation of Alternatives
Purchase Decision
Criteria Average score
Combination of flavors
Value for money
Bigger in size
Brand reputation
Combination of differenttexturesNatural Appearance (eg. Color)
Creaminess (level of fatcontent)More sugary
Less sugary
Nutritious
Low calorie
Attributes of interest:
Buys Only One Brand
Buys One Brand Often,
But Buys Other Brands
as Well
Prefers One or Two Brands More Than
Others
Has no Brand Preference
2%
54%
33%
11%
Moderate
involvement
decision Making
Dominance of personal preference on icecream consumption
Social factor not yet being so extensive
Cultural factors playing a varied role
Icecream purchase shown through five stage decision making model
Moderate Variety seeking buying behavior