Consumer behaviour towards Kwality Wall's in India

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Perception of Consumers

Towards Kwality Wall’s

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Business Research Methodology Project

Submitted to

Mr. Namita Kapoor

Amity Business School

Amity University

Project Team

Owais Ashraf Abhitanjay Chaudhary Jasleen Kaur

Surbhi Kapoor Rakesh Agarwal Astha Prasad

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Remarks by Faculty In-charge

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Acknowledgement

This report gives details of our research project undertaken during semester II of

our Masters of Business Administration program been undertaken at Amity

Business School.

We are very grateful to our faculty mentor Ms. Namita Kaoppr for her help,

guidance, and for sparing time from his busy schedule towards correcting our

and directing our project.

We want to thank our college “Amity Business School” for providing us an

opportunity to undergo and carry out this Research and Study Project along with

other related assignments/Projects.

Abhitanjay Chaudhary Owais Ashraf Jasleen Kaur

Surbhi Kapoor Astha Prasad

Rakesh Agarwal

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Certificate

We, Abhitanjay Chaudhary, Owais Ashraf, Jasleen Kaur, Surbhi Kapoor,

Astha Prasad and Rakesh Agarwal, students of first year MBA-M&S program

at Amity Business School, declare that this report contains only work completed

by six of us except for the information obtained in a legitimate way from

literature, company or university sources which is properly marked as reference

and annexed in appendices, in accordance with the norms of Amity University on

Plagiarism.

Abhitanjay Chaudhary Owais Ashraf Jasleen Kaur

Surbhi Kapoor Astha Prasad Rakesh Agarwal

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Table of Contents

1. Introduction . 1

1.1. Background of Study.……………………………………………...…...1

1.2. Purpose of Study.………………………………………………………1

1.3. Significance of Study.……………………………………………...…..2

1.4. Objective of Study……………………………………….…………….2

1.5. Methodology Used………………………………………..……………2

1.6. Organization of Report……………………………………..………….3

2. Literature Review and Conceptual Framework 4

2.1. Review of Literature .…………………………………………………..4

2.2. Conceptual Framework……………………………………………..….5

3. Research Methodology

3.1. Research Design…………………………………………………….....7

3.2. Data Collection Technique…………………………………………….7

3.3. Sampling Plan………………………………………………………….7

3.4. Data Analysis Technique………………………………………………7

4. Data Analysis, Findings and Interpretation

4.1. SPSS Analysis Results…………………………………………...…….8

4.2. Interpretation of Results…………………………………………..…..22

4.3. Key Findings………………………………………………………….22

5. Conclusion, Suggestion and Limitations 23

6. Bibliography 24

7. Research Questionnaire 25

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List of Tables

o Table 4.1. – Descriptive Analysis of all Question 08

o Table 4.2. – Frequency Analysis of Question 1 09



o Table 4.5. – Frequency Analysis of Question 5(1) 11











o Table 4.16. – Descriptive Analysis of All Question 17

o Table 4.17. – one sample T-Test 18

o Table 4.18. – Coorelation and KMO Bartlett’s Test 19

o Table 4.19. – Tables for Factor Analysis Results 20

o Table 4.20. – Component Matrix after Factor Analysis 21

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Executive Summary

Through the analysis of Literature Review and study of secondary data we came to

the conclusion that Kwality Wall’s being a very promising Ice-Cream Company was

not doing as good as it should in Delhi-NCR. So through this research, we intend to

find out what it is that is not going well for the company and for our own learning

find some suitable way outs for the same. This is all found by collecting primary

data on consumer perception for the brand “Kwality Wall’s”.

Through this project we intend to identify how customers feel about the products

and services offered by Kwality Wall’s and how it is perceived by the customers in

comparison with other related brands. We collected information through primary

data collection instrument, a questionnaire to analyses customer satisfaction and

their perception about Kwality Wall’s.

The project helped us in understanding SWOT analysis on Kwality Wall’s wherein

we described the companies’ strengths over its competitors and its weaknesses in

achieving customer satisfaction. We also forwarded some of our ideas that benefit

the company in creating a better product and service delivery process so as to

achieve customer delight.

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1. Introduction

1.1. Background of Study

Kwality Wall’s is one of the most trusted and favorite ice-cream brand in India

which is having a large fleet of tricycle vendors for distributing products in public

places and residential colonies, along with large number of authorized point of

sales (POS) and private distributors.

In a study, we found that the company has 42 company owned parlors across

Delhi-NCR which specially serve Kwality Wall’s conceptual ice-cream treats.

These parlors are named as SWIRLS. Apart from these, the company also has

approx. 10,000 tricycle vendors across NCR.

After the idea of these facts we also came across many complaints about the

company on online blogs, hence we conducted this survey to find consumer

perception towards Kwality Wall’s, through this research.

1.2. Purpose of Study

Through this study we intend to identify how customers feel about the products and

services offered by Kwality Wall’s and how it is perceived by the customers in

comparison with other related brands. We collect information through primary data

collection instruments, most probably a questionnaire to analyses customer

satisfaction and their perception about Kwality Wall’s.

The project will uncover, from a customer stand point, the quality of products and

services offered by Kwality Wall’s and on the other hand help us to understand

what it is that the company can do to improve its service delivery and achieve

customer delight.

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The study will help us to conduct a S.W.O.T. analysis of the company to identify

its major strengths over its competitors, its weaknesses, opportunities and threats

that it faces in the open market.

1.3. Significance of Study

Delhi-NCR has a large residing population and majority of them are youngsters or

children who love to enjoy ice-cream. Kwality Wall’s being one of the old players

in the market has a very large customer base in this region.

Conducting this research to find the consumer perception towards Kwality Wall’s

will in turn help the company to better understand the needs of their customers and

fulfill any gaps if found in the study.

1.4. Objectives of Study

To identify customer perception towards Kwality Wall’s

Customer preference for Kwality Wall’s as compared to other such brands.

To identify the strengths and weaknesses of Kwality Wall’s customer

delivery process.

To identify ease of availability of Kwality Wall’s Products from customer

and distributors perspective.

1.5. Methodology Used

We collected information through primary data collection instrument, using a

questionnaire. This method covered a large number of respondents from all

over Delhi-NCR region. We analyzed all responses from 120 respondent

customer and their satisfaction level along with their perception about Kwality

Wall’s brand was recorded and studied.

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1.6. Organization of Report

This report is divided into 5 main chapters.

Chapter-1 is the introductory part of this report that lists the background study,

purpose and significance of study along with study objectives and methodology

used.

Chapter-2 focuses on the literature review been undertaken before commencing of

this project. Conceptual framework is also included in this section.

Chapter-3 talks about the research methodology used to conduct this primary

study.

Chapter-4 houses all the project findings, data analysis and interpretation of

results obtained after SPSS analysis.

Chapter-5 gives us ths conclusion, limitations and suggestions from our side to the

company for improving on the weaker sections which are highlighted by our study.

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2. Literature Review and Conceptual Framework

2.1. Review of Literature

P.R.S. Moorthy, and R. Balachandran (1992) worked on Ice-cream Industry

and its future scope in India in1993 took stock of the production and scope for

expanding the supply. The various strategies that will help to increase the

market potential in view of the growing competition from other players. The

study also focuses on certain non-conventional stabilizers and their effect on

ice-cream mix.

Chand Subhash, Dixit, P. K., and Singh, R. V. (1999) bought out a case study

in1999 on Marketing Management of Ice-cream in Bangalore. The case study

focuses on the marketing and advertising strategies for sales promotion of ice-

cream. The pricing strategies and a distinct packaging and flavours which dairy

industries can adopt during the marketing of Ice-cream.

Vinay Kamath, (2002) traced out the reasons for profitability of HLL and now

known as Hindustan Liver Ltd. The strategy of promoting Kwality Walls as an

umbrella brand for its ice creams, rather than a product-driven promotion, has

worked to a nicety to the company.

Sindhu J. Bhattacharya, (2004) explored the reasons for MNCs to penetrate into

the ice cream market in India. The study has come up with ways and means of

achieving the success despite the hurdles.

Robert Marshall, T. Douglas Goff, Richard W. Hartel (2003) worked on Ice-

cream industry in 2003 US market which has been well developed after the

initial introduction of the product by Europe. The study has traced the history,

composition and properties, features of icecream industry which has been well

developed market. The study also analyses the production and consumption

pattern of ice-cream in the country.

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Davis, C.G., Blayney, D.P., Yen, S.T., & Cooper, J. (2009) study deals with an

analysis of at-home demand for ice cream in the United States was to determine

the effect that changes in retail prices and consumer income have on at-home

ice cream consumption. The analysis was based on Nielsen 2005 home scan

retail data and used marital status, age, race, education, female employment

status, and location in the estimations of aggregate demand elasticities.

Chitra Unnithan, (2010) emphasized the need for a sustainable innovation in

tune with changing time and trends. The commercial success of business

depends upon the value creating- ways. The successful innovation in turn

hinges on state-of-art ice cream plants employed by the firms.

Thus, there are very few studies on the Ice-cream Market in India that really

analyses the trends in the market and challenges faced by the players in the highly

competitive environment. The study has taken up with the following objectives in

mind.

2.2. Conceptual Framework

There is no industry in India or in the world for that matter which is not undergoing

through cut throat competition and entry of more and more players who intensify

this competition by capturing market share and bringing in innovation.

“The ice cream industry in India is estimated to be around Rs 2,000 crores, out of

which almost 40% is under the control of the organized sector. Amul becomes the

leader by holding 36-38% market share (5% of its total revenues), followed by

Kwality Walls & Vadilal with about 12-14% share each. These players not only

have to fight the small local and cottage industry players, but also the fact that the

Indian cuisine itself offers a large variety of desserts which are still preferred by

most Indians. Due to this reason, the per capita consumption of ice creams in India

is about 300ml per annum, 1.4% of that in US, and 13% of the world average,

which can be seen as a huge opportunity in this sector in India attracting new

regional and national entrants.” - http://www.indiafoodbrief.com/

http://www.indiafoodbrief.com/

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Our study aims at identifying customer perception towards Kwality wall’s products

against all the other brands of similar price range that is available in the market.

We have tried to throw light on what the customers feel about kwality wall’s

products and how they would rate Kwality wall’s on a certain parameters like

Reliability, easy availability, price suitability of the products, etc.

All this will help us to create a position chart of the company in comparison to the

other similar brands available in the market.

We would be collecting information through primary data collection techniques,

questionnaires to be specific.

The target area for our study is Delhi NCR where in the sample is chosen on

convenience and Judgment basis consisting of a total of 120-130 respondents

which we believe is a sufficient number to justify the study that we are conducting.

For tabulation and analysis of the gathered data we would be using SPSS and the

statistical techniques that we would use are; Mean, Mode, Frequency, Correlation,

and Cross tabs.

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3. Research Methodology

3.1. Research Design

We conducted this research as per descriptive standard of research design which is

cross sectional in nature. Along with Primary data collection, we also reviewed and

understood concepts from secondary sources which are relevant on our study and

are listed under chaptrr-2 of this report.

3.2. Data Collection Technique

The sources of data for the purpose of study were both primary and secondary.

Primary data was collected through questionnaire which was mainly close ended

and contained questions that cover all aspects of the objectives mentioned under

Chapter-1 of this report.

3.3. Sampling Plan

The sample for data collection was non-probable and was selected on the basis of

subject convenience because of limitation of time and funds to conduct the

research. The study was conducted in NCR at five different locations which are

Noida, Ghaziabad, Gurgaon, Faridabad and New Delhi area.

Sample size: 121 respondents

Data collection tool: Questionnaire

3.4. Data Analysis Technique

We used SPSS statistical tool to analyze and consolidate all the data collected from

primary sources through the questionnaire filled from different areas of Delhi-NCR

region.

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4. Data Analysis, Findings and Interpretation

4.1. SPSS Analysis Results

Table 4.1. – Descriptive Analysis of all questions

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Table 4.2. – Frequency Analysis of Question 1


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Table 4.5. – Frequency Analysis of Question 5(1)


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Table 4.16. – Descriptive Analysis of All Question

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Table 4.17. – one sample T-Test

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Table 4.18. – Coorelation and KMO Bartlett’s Test

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Table 4.19. – Tables for Factor Analysis Results

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Table 4.20. – Component Matrix after Factor Analysis

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4.2. Interpretation of results

90.16 % respondents consume Kwality Wall’s ice cream.

60.7 % respondents feel Kwality Wall’s is best ice cream brand.

71 % respondents think that Kwality Wall’s is not expansive.

91 % respondents can easily obtain Kwality Wall’s ice cream.

89 % respondents get their favorite flavor at POS on first go.

94 % respondents think that they get the same price for the same product

from different POS of Kwality Wall’s.

To an extent of 88 % respondents, Kwality Wall’s is available in their

locality.

90 % respondents think that Kwality Wall’s offers best quality ice cream.

Almost 92 % respondents do not feel frost on their product after purchase.

4.3. Key Findings

Following percentage of respondents feel that the following components is

the strength of Kwality Wall’s company.

23 % = on time availability of product.

30.3 % = Price consistency.

20.5 % = variety of POS / availability.

26.2 % = All of the above.

Following percentage of respondents feel that the following components is

the best offer offered by Kwality Wall’s in comparison to its competitors.

20.5 % = best offers.

26.2 % = Free promotional ice cream.

31.1 % = price discount.

22.1 % = All the above.

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5. Conclusion and Suggestion

The ice cream consumption rates have been comparatively low in India in spite of the

Favorable weather and the population strength of the country. The marketers need to

attract customers by providing mouthwatering products at reasonable prices. India is a

price conscious nation so price and quality which is yet another important parameter

needs to be taken into consideration. To call a product as an Ice cream two conditions

need to be met;

It must be at least 10% milk, fat and use sugar as the sweetener. Though there is a

demand for fat free ice-creams in the market however food laws do not permit such

products to be launched in the market. During our study we identified a number of loop

holes in the Kwality wall’s distribution system. Almost 40% of the respondents did not

find their desired ice cream flavor at the Kwality wall’s ice cream parlors. The company

must make sure that products are readily available so as to delight and retain customers.

According to the figures that we came across, After AMUL, Kwality wall’s is the most

famous ice cream brand in India. Since the competition is tough, the company must try to

retain its customers by providing competitive products and services to its customers to

enhance customer satisfaction.

Limitation

The study was conducted in a short span of time with limited man power and funds. The

study was conducted for academic purpose by students and the sampling was on the basis

of convenience and judgment which would not be a best fit to acquire the most desired

results. The study was conducted in Delhi NCR and on the basis of which we are making

inferences for all of the country which might not be satisfactorily reliable because of

cultural, social and economic differences between different states. Only questionnaire

has been used as a medium of data collection which might not have gathered the

adequate information to support the conclusions.

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6. Bibliography

Text and Books:

Zikmund, William,2003. Business Research Methods,7th edition,472

Gupta, S.L,2007. Marketing Management, 5th Edition, 263

Bajpai, Naval, 2010. Business Statistics, 10th Edition, 322

Website:

http://www.hul.co.in/brands-in-action/detail/Kwality-Wall-s/294251/

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http://www.hul.co.in/brands-in-action/detail/Kwality-Wall-s/294251/

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7. Research Questionnaire