An analysis on the Ice Cream brand preferences among parents in Malaysia
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7. 3. Research Objectives #2 6. To analyze the personal preference of parents to ice cream whether is similar to the children 7. To find out type of communication that creates awareness of ice cream to parents 8. To investigate the channels of information which motivate parents to buy ice cream 9. To explore how healthy ice cream will be effective to the parents
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11. 7. Underpinning Theory – Theory of Planned Behavior * This theory provides a framework to study attitudes toward behaviors The Theory of Planned Behavior (TPB) from Ajzen, I. has been applied into this research.
12. 8. Research Framework & Relationship of DV & IV Independent Variable (IV) Dependent Variable (DV) . * Relationship between dependent and independent variables The ice cream purchase is dependent variable and the independent variables are grouped into five categories which comprising as at below : - The independent and the dependent variables are interrelated to each other. - Researcher could measure the results and come up with conclusions that are very accurate.
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20. 12. Recommendation #2 4. To carry honest and accurate message in ice cream advertisement - No wrong interpretation of nutrition benefits to customers. The researcher hopes that the ice cream manufacturers and marketers of various companies could benefit from the following suggestions:- 5. Value-added INNOVATION to consumers. - expand demand of health and wellness food. - reduce fat & sugar offerings - calcium-enriched ice cream products 6. Leverage ethical positions & differentiate products from others rivals.
21. 13. Future Research The researcher would like to propose areas that can be explored as followings: 1. carried out on the wider scope of sampling in Malaysia such as more respondents in the survey. 2. conducted with respondents from various region such as covering more states by region. (North, Centre, south, east coast and east Malaysia) 3. carried out towards the comparison of parent and children between their needs and expectation on ice cream. The future research should be
22. 13. Future Research The researcher would like to propose areas that can be explored as followings: 4. specified the comparison of parent and adolescence between their needs and expectation on ice cream. 5. conducted with an ample timeframe in order to get the accurate data and information. The future research should be
23. Good Life . Good Food with Ice Cream Thank you