project and questionare on ideal ice cream

1. A Project report on
“Customer Satisfaction of Ideal Ice Cream

2. Declaration
We hereby declare that the Project report on “Customer
Satisfaction of Ideal Ice Cream” is an Original piece of
work done by us for fulfilment of the project of
MCOM .And whatever information has been taken
from any source had been duly acknowledged.
Executive Summary
We have prepared a project report on “Customer
Satisfaction of Ideal Ice Cream” The introduction of
the project studied First, it includes understanding
the Customer Satisfaction of Ideal Ice Cream. In this
the research project effort is applied to find out the
satisfaction level of customer towards Ideal Ice
cream.
After the theoretical part the research has been taken
which is descriptive research, for the research sample
of 100 respondents is taken. The research is done by
primary data collection, The primary data are
collected with the help of questionnaire.

3.  Declaration
 Acknowledgement
 Executive Summary
 Introduction
a)History
b)company profile
c)product profile
 Objective
 Literature Review
 Research Methodology and
Sources
 Data Analysis and Interpretation
 Finding and Implications
 Limitations and Conclusion
 Bibliography
 Questionnaire
LIST OF CONTENTS

4. LIST OF TABLE
1)Which ice cream you will prefer in Ideal...?
2)Do you like to have fruits or without fruits in ice cream...?
3)How did you come know about ideal ice cream..?
4)Rank the Brands in Percentage wise... (Max 100%)
5)With whom you will like to take with ice cream...?
6)How many times you would visit Ideal...?
7)Whether the delightness of ideal ice cream beyond your satisfaction...?
8)At what time you will like to consume...?
9)Whether you will consider the price before buying ice cream..?
10)Which of the following brand do you associate quality ice cream with Ideal...?
11)What form of ice cream do you like...?
12Which are the 3 factor that you consider before buying your ice cream brand...?
13)Have you tried cake ice cream..? Did you like it...?
14)Please describe your few words about Ideal ice cream
15)Please state down the new ice cream flavour that are currently not available in
your brand but you wish to have it

5. LIST OF GRAPHS
1)Which ice cream you will prefer in Ideal...?
2)Do you like to have fruits or without fruits in ice cream...?
3)How did you come know about ideal ice cream..?
4)Rank the Brands in Percentage wise... (Max 100%)
5)With whom you will like to take with ice cream...?
6)How many times you would visit Ideal...?
7)Whether the delightness of ideal ice cream beyond your
satisfaction...?
8)At what time you will like to consume...?
9)Whether you will consider the price before buying ice
cream..?
10)Which of the following brand do you associate quality ice
cream with Ideal...?
11)What form of ice cream do you like...?
12Which are the 3 factor that you consider before buying
your ice cream brand...?

6. INTRODUCTION
a)History:
S. Prabhakar Kamath, the founder of Ideal ice creams started out in
business dealing in tailoring material and firecrackers. Seasonal
fluctuations in those businesses got him thinking on a more
secure line of business that would be in demand throughout the
year. So, he decided to start an ice cream parlour in spite of there
being fierce competition in the segment.
Setting out to make the best ice cream possible, he taught himself
the art of ice cream making and conducted experiments at home,
testing his creations on enthusiastic neighbours. Three months
later he launched Ideal Ice Cream Parlour on Market Road in
Mangalore on May 1, 1975 with14 flavours. The rest is history. In
two short years the ice creams that he manufactured so tantalized
the taste buds of Mangaloreans that people were willing to wait
in queue just to get a chance to savour the ice cream. With the
growing demand, expansion was inevitable.

7. Today Ideal Ice Cream has three parlours in Mangalore city,
one of which is the largest ice cream parlour in the
country, and a restaurant and ice cream parlour in the
Infosys office complex. Ideal Ice Cream is also available
through 500 dealers. Its retail network also stretches
across coastal Karnataka, Kerala and Goa.
Since the beginning, innovation has been a mainstay of
Ideal Ice Cream and the famous Ice cream concoction
‘Gadbad’ bears testimony to this. Ask anyone what
Ideal Ice Cream is most famous for and you will get the
answer ‘Gadbad’. So popular is this ice cream dessert
that it has now become a generic name and imitations
of this can be found in almost any ice cream parlour in
coastal Karnataka.
Mr. Kamath’s passion for quality has elevated his ice cream
brand to an iconic status in coastal Karnataka. A ‘must
visit’ place for anyone visiting Mangalore. Ideal Ice
creams unique recipes now extend to 22 flavours and
from them Ideal creates about 100 combinations – each
with a distinctive and indulgent taste that makes it a
truly outstanding experience.

8. Joined by his son Mukund Kamath, the Ideal brand has grown in
leaps and bounds. Mukund has trained at the Central Food
Technology & Research Institute in Mysore and also the
National Dairy Research Institute of Bangalore. Together they
sample every single batch of ice cream that comes out of their
factory. What’s significant about Ideal Ice Cream is that it is
100% vegetarian. No egg is used. Just pure fresh milk, cream
and a secret formula that remains within the family.
In recent time Ideal Ice Cream has diversified its product
portfolio to include a number of retails products. These
include Ice Candies, Chocobars, Ice Lollies, Choconuts, Ice
Cream Cones, Ice Cream Sundaes and cups in a variety of
flavours.
To this day, Ideal Ice Cream remains committed to developing
exceptional new super premium Ice Cream experiences,
releasing new flavors every year

9. b) Company profile
Business Type :-Manufacturer ,
Trader, Supplier, Retailer
Primary Competitive Advantages:-
• Quality products
• Hi-tech processing facility
• On time delivery of consignment
• Experienced and skilled
professionals.
Year of Establishment 2003

10. Product Range
• Ice Cream Cones
Chocolate Ice Cream Cones
Ice Cream Cones
• Flavored Ice Creams
Strawberry Ice Cream
Creamy Mango Ice Cream
Ice Cream Bricks
Chocolate Flavor Ice Cream
Butter Caramel Ice Cream
Butterscotch Ice Cream
Chocobar Ice Cream
Coffee Ice Cream
Vanilla Flavor Ice Cream

11. • Parlour Products
Gadbads Ice Cream
Parfaits Ice Cream
Duet Ice Cream
Dilkush Ice Cream
Dry Fruit Cock Tail
Banana Split Ice Cream
Falooda Ice Cream
Beehive Ice Cream
Chocolate Dad Ice Cream
Litchie with ice Cream
American Choconut Ice Cream
Chikku Almond Ice Cream
Tiramisu Ice Cream
Vanilla Ice-Cream With Hot CarrotHalwa
Chocolate Chip Ice Cream Senorita Ice
Cream
Butter Scotch Ice Cream
Cake Ice-Creams
Ice Treat Ice Cream

12. Retail Products
SundaeChoco Lites
Tango Berry
Choco Dream
Tripple Sundae
Choco Nutz
Twister
Kool Candy
Milky Treat
Casatta 1.5 Litre
Icone
Kulfi Candy
Family Pack 1.5 Litre
Family Pack 1 Litre
Cup Ice Cream (50 ml)
Ball Ice Creams
Cup Ice Cream (100ml)
Mutka Kulfi
Mini Sundae

13. Ice Cream Parlours:-
IDEAL'S (India's Largest Ice Cream Parlour)
Market Road, Mangalore - 575 001, India
Ideal Cream Parlour
G.H.S. Road, Mangalore - 575 001, India
PABBA'S
Lalbagh, Mangalore - 575 001, India
IDEAL'S
Empire Mall, M.G. Road, Mangalore - 575 003,
India
IDEAL ICE CREAM
NH-17, Kottara Chowki,Mangalore - 575006,
Karnataka, India
Phone : 91-824-2455515/2440396
Fax : 91-824-2447878

14. Ideal Ice Cream bags five awards in ‘Great Indian Ice
Cream Contest 2013’
Mangalore, Dec 10, 2013: The Mangalore based Ideal Ice Cream
secured a major triumph of five awards at The Great Indian Ice
Cream Contest 2013, an all India Ice Cream Competition held on
December 3, 2013 at Gurgaon, New Delhi under the aegis of
Indian Dairy Association, said S Mukund Kamath, proprietor, Ideal
Ice Cream.
Speaking at the press meet held at Hotel Ocean Pearl on Dec 10,
Tuesday, he said that the contest was organized by DUPONT
Nutrition and Health, a leading supplier of food ingredient
solutions to the global dairy industry. More than 70 topnotch Ice
Cream companies across India had participated, competing in six
different categories namely –Standard Vanilla Ice Cream, Standard
Vanilla Frozen Dessert, The Best Chocolate, Premium Ice Cream,
Kids Category and Innovation and nearly 500 samples were
presented.

15. Mukund Kamath had accepted the awards for Best in Class in
Vanilla Ice cream, Gold in Vanilla Ice cream, Gold in Vanilla
Frozen Dessert, Silver in The Best Chocolate, Silver in
Innovation category on behalf of the firm.
Ideal Ice cream bagged two gold medals for the Best
Vanilla in the Frozen Dessert category as well as the Gold
Medal for Standard Vanilla, in which it secured the
prestigious Best in Class too, this effectively establishes
Ideal Ice cream as the best Vanilla Ice Cream in India.
The other awards were in the category of the Best
Chocolate ice cream in which Ideal Ice Cream won the
Silver medal for its Belgian Chocolate. Apart from this in
recognition of their commitment to excellence in
innovation and high quality standards in ice creams they
won the Silver medal in the Innovation category for their
novel product Jackfruit Payasam Ice Cream.

16. Overall, Ideal Ice Cream Mangalore held the distinction of
winning the most number of awards in the contest. This
contest was the fourth of its kind and biggest in the world in
terms of number of contestants. The best brands in India
participated in the contest.
The event was independently judged by an eminent panel of
judges, comprising of leaders in the Ice cream industry,
members of Indian Dairy Association, members of Dairy
Academia and technical and innovation leaders from DuPont.
The ice creams were primarily judged on the flavour and aroma,
texture and body and in presentation. There was an initial
round to identify the gold winners who qualified for the
finals. In the finals the gold winners competed amongst
themselves for the coveted and most prestigious "Best in
class" award.

17. The awards were presented by Dr Rajeev A Vaidya, President, South
Asia and ASEAN DuPont, Brian Jones, President South Asia,
DuPont Nutrition and Health and K L Arora, Secretary, North Zone
of IDA.
The gold, silver, bronze and Best in class awards were announced in a
glittering ceremony which was witnessed by more than 150 guests
from the industry.
The contest is held to recognize commitment to excellence and
high quality standards in ice- creams. Connoisseurs of Ice Cream
now have an additional reason to visit Mangalore to taste the
best Vanilla Ice Cream in India. Truly, Ideal Ice Cream has made
Mangalore proud.
Founder of Ideal Ice cream Prabhakar Kamath, his wife Jaya P
Kamath and Sudhir Ghate of Magnum Intergrafiks were present at
the press meet

18. c)Product profile :

21. Objectives
1) To find satisfaction level of customer towards
Ideal ice cream.
2) To know the preference of Ideal ice cream with
comparision to other competitive brands.
3) To find out how the customer rank according to
various characteristics of Ideal ice cream.
4)To know influencing factor to buy a ideal ice
cream
5)To know the customers opinion about ideal ice
cream.

22. Literature Review
Customer satisfaction is a buzzword of marketing .
According to Jaspal Singh and Gagandeep “
customer satisfaction is the key to long term
success of any company . It is influence by
factors such as service innovation, reliability and
accessibility and pricing and other facilities “.
Sunayna khurana and S.P Singh indicates that
customer satisfaction depends on income ,
frequency of usage in a month , and amount of
usage per month . According to kotler ,
Marketing is a process of profitably
distributing customer satisfaction

23. G.Devakumar , “ commitment by the seller ,
quick after sale service , extended warranty
seller , quick after sale service , extended
warranty term and attitude of the sale
personnel play a significant role in rendering
customer satisfaction .
Hoyer H .D and Maciinis indicate that satisfied
customers are the base for any success in
business, because customer satisfaction
result in repeat purchase , create brand
loyalty and positive word of mouth.

24. customer satisfaction has been the subject of many
studies since the early 1970s which have shown it to be
a construct with reasonably good reliability that is
distinct from related constructs such as customer
attitudes, product performance and service quality
(Oliver, 1980, 1981; Westbrook and Oliver, 1981;
Churchill and Surprenant, 1982; Tse and Wilton,
1988;Iacobuccietal., 1995; Sprengetal., 1996). Customer
satisfaction is generally defined as the customer's
psychological response to his/her positive evaluation of
the consumption outcome in relation to his/her
expectation (Hunt, 1977; Oliver, 1981; Tse and Wilton,
1988; Kristensen, et al., 1999).

25. The average ice creame of the world is 2.3 litters per
annum. With ice cream treats becoming a part of
Indian culture, Indian ice cream market is rapidly
growing globally. Indian customers are visiting ice
cream parlors frequently, helping to fuel greater
interest in packaged offerings in the country.The
current Ice Cream market of India is worth Rs. 3000 Cr,
including the unorganized sector. According to PHD
Chamber of Commerce With its growing institutional
sales coupled with youngsters spending habits on it as
well as increasing disposable income of middle and
lower middle class Indians in the recent times, which
has developed its penchant for the frozen product, the
size of the ice cream industry’s likely to jump at about
Rs.7000 crore by 2018.

26. Research Methodology :-
To achieve our research objective, we carried out our
research & collected information from both
Customers .
For this project, Sample size we chose is as follows:
Customers – 100
Location – Mangalore.
Primary data collection - Through questionnaire
survey. Secondary data collection - Through online
links & articles,journals,magzings.

27. Sources
For the preparation of the project both type of
data are used.
1. Primary data
2. Secondary data
Primary data :
The primary data was collected through
questionnaires. They were filled using the
scheduled method of data collection by the
researcher.
Secondary data:
Secondary data were used only for collecting
information regarding the Ideal ice cream
through Journals ,Magazines and Internet.

28. Data analysis and Interpretation
1)Which ice cream you will prefer in Ideal...?
Table no. 1
Flavour No of
respondents
Percentage
Gadbad 25 25%
Thiramisu 30 30%
Parfaits 23 23%
Dilkush 24 24%

29. 30%25%
24%
23%
Graph no 1
Interpretation :
From the above table we can conclude that, the majority of
the respondents prefer Thiramisu compared to other Ice
creams.

30. 2)Do you like to have fruits or without fruits in
ice cream...?
Table no 2
Choice No of
respondents
Percentage
With 50 55 %
Without 28 28 %
Some times
one out of
two
22 22 %

31. 50% 25%
22%
with
Without
Some time 1 out of 2
Graph no 2
Interpretation:
From the above table we conclude that the 50 respondent like to
have with fruits Ice cream,28 without and 22 some times – one out
of two.

32. 3)How did you come know about ideal ice
cream..?
Table no 3
Channel No of
respondents
Percentage
Advertisement 20 20 %
Friends and relatives 70 70 %
Internet 10 10 %

33. 70%
20%
10%
Internet
Relatives&Friends
Advertisement
Graph no 3
Interpretation:
From the above table we conclude that the majority of the
respondent awareness through friends and relatives other
than advertisement and Internet.

34. 4)Rank the Brands in Percentage wise...
(Max 100%)
Table no 4
Brand No of
respondents
Rank
Ideal 68 1
Amul 14 2
Hangyo 6 4
Natural 12 3

35. Ideal
Amul
Natural
Hangyo
68%
14%
12%
6%
Graph No 4
Interpretation:
On the basis of rank we conclude that Ideal is in first
position followed by Amul , Natural and Hangyo.

36. 5)With whom you will like to take with ice
cream...?
Table no 5
companion No of
respondents
Percentage
Friends 28 28%
Family 62 62%
Lover 8 8%
Other 2 2%

37. 62%28% 8% 2%
Lover Others
FamilyFriends
Graph no. 5
Interpretation:
From the above table we conclude that the majority of the
respondents prefer having Ice cream with Family compare to
Friends, Lovers and Others.

38. 6)How many times you would visit Ideal...?
Table no 6
No of Time No of
respondents
Percentage
One time 10 10%
2 or more 89 89%
Not visited 1 1%

39. 89%
10%
1%
2 or more
Not visited
One time
Graph no .6
Interpretation:
From the above table we conclude that the 89 respondents
visited Ideal 2 or more time and 10 respondents visited Ideal
One time and only one respondent had not visited .

40. 7)whether the delightness of ideal ice cream
beyond your satisfaction...?
Table no 7
Satisfaction No of
respondents
Percentage
Poor 2 2%
Average 5 5%
Good 38 38%
Best 55 55%

41. 55%
38%
5%
2%
Poor
Average
Good
Best
Graph no 7
Interpretation :
on the basis of satisfaction level 55 respondents conclude
that delightness of ideal ice cream is best , 38 respondents
as good , 5 respondents as average , 2 respondents as poor.

42. 8)At what time you will like to
consume...?
Table no 8
Time No of
Respondent
Percentage
Day time 47 47%
Night time 53 53%

43. Night time Day time53% 47%
Graph no 8
Interpretation :
From the above table we conclude that the 53 respondents like
to consume night time and 47 respondents like to day time.

44. 9)Whether you will consider the price
before buying ice cream...?
Table no 9
Price effect No of
respondent
Percentage
Yes always 27 27%
No 30 30%
Sometimes 43 43%

45. 43% 30%
27%
N0
Some times
Yes always
Graph no 9
Interpretation:
From the above table we conclude that 43 respondents
sometimes consider the price before buying ice creams and
30 respondents do not consider and 27 respondents
consider the price of the ice cream.

46. 10)Which of the following brand do you
associate quality ice cream with Ideal...
Table no 10
Brand No of
respondent
Percentage
Amul 45 45%
Hangyo 20 20%
Natural 30 30%
other 5 5%

47. 45%30%
20%
5%
Others
Graph no 10
Interpretation :
From the above table we conclude that 45 respondents
associate Amul with Ideal , 30 respondents associate
Natural ,20 respondents associate Hangyo and 5
respondents associate others with Ideal .

48. 11)What form of ice cream do you like...?
Table no 11
Ice cream No of
respondent
Percentage
candy 8 8%
Cone 34 34%
Slice 12 12%
Family pack 36 36%
other 10 10%

49. 8%
10%
12%
34%
36%
Family Pack
Cone
Candy
Others
Slice
Graph no 11
Interpretation-
From the above table we conclude
that 36 respondents like family
pack, 34respondents like cone, 12
respondents like slice, 10
respondents like others and 8
respondents like candy ice cream.

50. 12)Which are the 3 factor that you
consider before buying your ice cream
brand...?
Table no.12
Factors No of respondents
Quality 90
Product variety 21
Service 28
Product ingredients 20
Shop location 25
Health concern 55
New flavours 60
Others 1

51. Graph no 12
Interpretation-
From the above table we conclude that main factor considered
by respondents are quality, new flavour and health

52. 13)Have you tried cake ice cream..? Did you
like it...?
Table no 13
specification No. Of
respondents
Yes 7
No 93
Interpretation:
only 7 respondents have tried cake ice cream and given
the following comments:
Very soft and smooth
Very delicious and tasty

53. 14)Please describe your few words
about Ideal ice cream.
Following are the overall feedback of
customers-
• Wow! Awesome! World’s best ice cream
• One of the best ice cream parlour in mangalore
• Best in taste and quality
• Tasty and delicious
• Good customer service
• Better than other brands
• Attracts customer
• Excellent
• Wish to continue forever etc.....

54. 15)Please state down the new ice cream flavour that
are currently not available in your brand but you
wish to have it.
Respondents wish to have the following flavours which
are currently not available in ideal-
• Ice cream with gulab jamun flavour
• Grapes with ice cream
• Raw mango, water melon, dates with ice cream
• Jack fruit flavour
• Black current
• Spicy cheese ice cream
• Chilli flavoured ice cream
• Ice cream upon pizza
• Coffee flavoured ice cream with almonds
• Manchuri ice cream
• Paneer ice cream
• Rice with ice cream
• Vegetable ice cream

55. • Corn with ice cream
• Pineapple ice cream
• Mint, apple flavour
• Badam roasted almond
• Papaya flavour
• Butterscotch with fruit and honey
• Custard apple and cocoa
• Etc......................

56. Finding and implications:
On careful observation of Ideal ice cream, we have the
following finding and suggestion
Finding:
First we would like to present our survey findings. We
collected information from age group of 6 to 78
years. We have observed that people of age group 6
to 59 are maximum consume of Ideal Ice cream.
As per the data, 55 female and 45 male customers are
satisfied with Ideal ice cream. The data reveals that
90 persons influences on Quality and 10 influenced
for the other.
Suggestion:
They should increase in advertisement and publicity.

57. Limitations
1) Some of the information provided by the
respondent might not be correct.
2) Getting timely responses from the
respondents was a difficult task.
Conclusion
The survey resulted into following conclusions:
1) Ideal ice cream must come up with the new
promotional activities.
2) People are mostly satisfied with overall
quality of Ideal ice cream products.

58. Bibliography
Book reference:
• Kotler , p (2007), marketing management 13th edition ,
published by Pearson Education, Inc. Delhi.
• Jaspal singh and gagandeep kaur (2011),An empirical
study of select universal banks , Vol X no. 1 Feb 2011.
• Kotler , marketing management , 10th edition
• Sunanya khurana 2013 , service quality versus
customer satisfaction in banking sector, the IUP
journal of marketing management ,Vol XII.
• Hoyer W.D.and Macinis DJ 2001, consumer behaviour
2nd edition.

59. Web Reference
a) WWW.academia.edu/7423152/Ice -cream-market-
analysis
Indian.research.journals.com/pdf/1JMFSMR/2015/February
/13.pdf
b)www.abhinavjournal.com
c)International monthly referred journal of research in
management and technology/SSN-2320-0070 Vol III
d)Journals.ama.arg/doi/abs/10.1509/jmkr.47.128
e)The global journals.com/panipex/file.php?val=
April-2014-1397566913-01068-54.pdf.
f)Ideal Ice cream . Trade India.Com/company-Profile.html
g)www.idealicecream.in/history.php
h)www.idealicecream.in/product.php

60. CUSTOMER SATISFACTION OF
IDEAL ICE CREAM
We are the student of P.G Studies of M.com doing a
survey for a study of customer satisfaction of Ideal
ice cream. We requesting to fill this questionnaire .
Personal Data:
1)Name:
2) Age:
3)Occupation:

61. Research Data:
Q1. Which flavor of ice cream you will prefer in
Ideal…?
□Gadbad □Thiramisu □Parfaits □Dilkush
Q2. Do you like to have fruits or without fruits in ice
cream…?
□With □Without □some times-one out of two
Q3. How did you come to know about ideal ice
cream..?
□Advertisment □Friends and Relatives □Internet
Q4. Rank the Brands in percentage Wise…? (Max
100%)
□Ideal □Amul □Hangyo □Natural
Q5.with whom you will like to take with ice cream…?
□Friend’s □family □lover □other

62. Q6. How many times you would visit Ideal…?
□One time □two or more □not visited
Q7. Whether the delightness of Ideal Ice
Cream beyond your satisfaction……?
□Poor □Average □Good □Best
Q8. At what time you will like to consume...?
□Day time □ Night time
Q9. Whether you will consider the price
before buying ice creams…?
□Yes always □ No □ some times

63. Q10. Which of the following brand do you associate
quality ice cream with Ideal…? □Amul □ Hangyo
□ Natural □ Other
Q11.What form of ice cream do you like…?
□Candy □Cone □Slice □Family pack
□Other(Please Specify……….
Q12.Which are the 3 factor that you consider before
buying your ice cream brand…?
□Quality □Shop Location
□Product Variety □Health Concern
□Service □New Flavours
□Product Ingredients □Other (please
Specify………………..

64. Q13.Have you tried Cake Ice Cream…?Did you like
it…?
a) If Yes
Specify…………………………………………………………………
b) If No
Specify………………………………………………………………
Q14. Please describe your few words about Ideal ice
cream………………………………………………………………………
………………………………………………………………………
Q15. Please state down the new ice cream flavor that
are currently not available in your brand but you
wish to have
it………………………………………………………………………………
……………………………

65. Jyothi
119
Ramya
120
Kavana
121
Kavyashree
122
Lathika
123
Madhavi
124