“A STUDY ON CUSTOMER SATISFACTION TOWARDS

VARIOUS BRANDS OF ICE CREAM AT KANCHIPURAM”

A Project submitted to the university of madras

In partial fulfillment of the requirement

For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

M. MANIMEGALAI - Reg. No. 412100261

B. PONNARASI - Reg. No. 412100264

S. REVATHI - Reg. No. 412100270

Under the Guidance and Supervision of

Dr. P. VINODHINI, [Link]., MBA., [Link]., [Link], Ph.D

HEAD OF THE DEPARTMENT

DEPARTMENT OF BUSINESS ADMINISTRATION

PACHAIYAPPA’S COLLEGE FOR WOMEN

KANCHIPURAM

APRIL– 2024
M. MANIMEGALAI

B. PONNARASI

S. REVATHI

DECLARATION

We hereby declare that the group project entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS VARIOUS BRANDS OF ICE
CREAM AT KANCHIPURAM” submitted by us in partial fulfillment of the

requirement for the degree of BACHELOR OF BUSINESS ADMINISTRATION is

a record work carried out by us during the period from 2023-2024 under the guidance of Dr. P.

VINODHINI, [Link]., MBA., [Link]., [Link]., Ph.D, Head of the department,

Department of Business Administration, Pachaiyappa’s college for women, Kanchipuram and
this group project has not previously formed the basis for the award of any degree, diploma,
associate-ship, fellowship or other similar title to us.

Signature of the Candidates

M. MANIMEGALAI

B. PONNARASI

S. REVATHI

Place : Kanchipuram

Date :

Dr. P. VINODHINI, [Link]., MBA., [Link]., [Link]., Ph.D.,

Head of the Department

Department of Business Administration

Pachaiyappa’s college for women

Kanchipuram – 631502

Date :

CERTIFICATE

I certify that the group project “A STUDY ON CUSTOMER SATISFACTION

TOWARDS VARIOUS BRANDS OF ICE CREAM AT KANCHIPURAM”

submitted by M. MANIMEGALAI (412100261), B. PONNARASI (412100264)

and S. REVATHI (412100270 ) in partial fulfillment of the requirements for the award of
the degree, BACHELOR OF BUSINESS ADMINISTRATION for the academic
year 2023 – 2024. It is an original work and the project work has been successfully completed
under my guidance.

Head of the Department Signature of the Guide

&

Internal Examiner

External Examiner

ACKNOWLEDGMENT
First of all, we thank our almightly God sincerely for his presence which enable us to finish this
project successfully.

We wish to convey our sincere thanks to Dr. (Prof) M. GOMATHI, M.A., [Link]., Ph.D.,
[Link]., PGD(JMC) DCA., Principal, pachaiyappa’s college for women, Kanchipuram for giving
us this course and to pursue research work in this esteemed organization..

We express our heartful thanks to our guide Dr. P. VINODHINI, [Link]., MBA., [Link].,
[Link]., Ph.D, Head, Department of Business Administration, Pachaiyappa’s college for women,
Kanchipuram for hervaluable guidance, motivation, valuable advice, support and constant
encouragement for her successful completion of this project work.

We wxpress our thanks to staff member Dr. Dr. K. PRATHIBA, MBA., Ph.D, Dr. N.
PANCHALI, [Link]., MBA., [Link]., Ph.D., Assistant professors, Department of Business
Administration, Pachaiyappa’s college for women, Kanchipuram for her encouragement of our
project work.

We would also like to thank the librarian of our college library that we have visited for our
reference during the course of our project work.

Last but not least, we express our Gratitude to our parents, family members and friends for their
support, suggestions and encouragement which guided us towards the successful completion of
the project.

TABLE OF CONTENTS
CHAPTER CONTENTS PAGE NO.

I INTRODUCTION 1-6

II COMPANY PROFILE 7-16

III RESEARCH METHODOLOGY 17-20

IV DATA ANALYSIS & 21-62

INTERPRETATION

V FINDINGS, SUGGESTIONS & 63-65

CONCLUSIONS
ANNEXURE

BIBILIOGRAPHY

LIST OF TABLES
TABLE NO PARTICULARS PAGE NO

4.1 AGE 21

4.2 GENDER 23

4.3 EDUCATIONAL LEVEL 25

4.4 INCOME LEVEL 27

4.5 FAMILY SIZE 29

4.6 LIKING ICE CREAM 31

4.7 PREFER EATING ICE CREAM 33

4.8 BRAND ICE CREAM LIKE TO EAT 35

4.9 EATING ICE CREAM 37

4.10 FAMILY FAVOURITE ICE CREAM 39

4.11 NUTRITIONAL FACTS FOR ICE CREAM 41

4.12 BUYING ICE CREAM 43

4.13 PREPARING ICE CREAM AT HOME 45

4.14 TYPES OF ICE CREAM 47

4.15 FLAVOR ICE CREAM YOU LIKE 49

4.16 TYPES OF ICE CREAM YOU PREFER 51

4.17 ICE CREAM BRAND YOU LIKE 53

4.18 PACK DO YOU PURCHASE 55

LIST OF TABLES
TABLE NO PARTICULARS PAGE NO

4.1 AGE 22

4.2 GENDER 24

4.3 EDUCATIONAL LEVEL 26

4.4 INCOME LEVEL 28

4.5 FAMILY SIZE 30

4.6 LIKING ICE CREAM 32

4.7 PREFER EATING ICE CREAM 34

4.8 BRAND ICE CREAM LIKE TO EAT 36

4.9 EATING ICE CREAM 38

4.10 FAMILY FAVOURITE ICE CREAM 40

4.11 NUTRITIONAL FACTS FOR ICE CREAM 42

4.12 BUYING ICE CREAM 44

4.13 PREPARING ICE CREAM AT HOME 46

4.14 TYPES OF ICE CREAM 48

4.15 FLAVOR ICE CREAM YOU LIKE 50

4.16 TYPES OF ICE CREAM YOU PREFER 52

4.17 ICE CREAM BRAND YOU LIKE 54

4.18 PACK DO YOU PURCHASE 56

CHAPTER-I
INTRODUCTION

CHAPTER - I
 INTRODUCTION
1.1 MEANING OF MARKETING

Marketing is the process of communicating the value of a product or service to

customers, Marketing might sometimes be interpreted as the art of selling products, but sales is
only one part of marketing. As the term marketing may advertising it is overall strategy and
function of promoting a product or services to the customer.

1.2 DEFINITION

According to Philip Kolter:

 Marketing is the social process by which individuals and group obtain what they need
and want through creating exchanging product and value with other.

According to Americsn Marketing Association:

 Marketing is the activity, Set of and process for creating communicating delivering and
exchanhing offering that have value for customer, clients, partners and society at large.

According to the chartered institute of Marketing:

 Marketing is the management process responsible for identifying, anticipating and

satisfying customer requirement profitably

According to university of Pennsylvania:

 Marketing is the proess of anticipating, managing and satisfying the demand for
production services and ideas.

1.3 FUNCTIONS OF MARKETING

 Buying and assembling
  Selling
 Transportation function of physical supply
 Storage
 Facilitating function
 Financing
 Risking taking
 Standarization and grading
 Packing and packing

1.4 OBJECTIVES OF THE MAKETING

 To increase sales revenue

 To improve and image of the product or the business
 To increase market share
 To target a new market
 To target a new market segment

1.5 IMPORTANCE OF MARKETING

 Marketing helps in realization of objectives for which is the organization has been setup.
 Marketing helps the enterprise to the changing condition and circumstances.
 Marketing provides guidance to the organization on the innovation to the adopted,
enabling it to face competition more squarely.
 Marketing ensures the economic growth of the enterprise which results on growth and
economic development of country.
 Marketing helps the community to satisfy their economic and social needs and thus raise
their stantdard of living. Marketing helps the enterprise in achieving the maximum
efficiency, productivity and profitability with the minimum of effort and cost

1.6 MEANING CUSTOMER SATISFACTION

 Customer satisfaction is defind as a measurement that determines how happy customers
are with the company products, services and capabilities. Customer satisfaction information,
including surveys and rating, can help a company determine how to best improve or changes its
production services. An organization main focus must to be satisfy its customers. This applies to
industrial firms retail and wholesale business, government bodies, services companies, non-profit
organization, and every subgroup within an organization.

Customer satisfaction a term frequently used in marketing, is a measures of how products

and services supplied by a company meet or surpass customer expeactation. Customer
satisfaction is defined as “the number of customer, or percentage of total customer, whose
reported experience with a firm, its services (rating) exceed specified satisfaction goals”.

It is seen as key performance indicator within business and is often part of a balanced
scoreboard. In a competitive marketplace where business complex for customers. Customer
satisfaction is seen as a key differentiator and increasungly has become a key element of
business strategy.

“With organization, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers” expectation. Furtheremore, when these
rating dip, they warn of ptoblems that can affect sales and profitability. These metrics month
marketing which is both free and profitability.

Therefore, it is essential for business to effectively manage customer satisfaction. To be

able do this, firms need reliable and representative measures and satisfaction.

In researching satisfaction, firms generally ask customers whether their product or

services has met exceed expectations and the reality falls short, they will be disappointed and
will likely rate their experience as less than satisfaction.

1.7 DEFINITION CUSTOMER SATISFACTION

 According to Philips Kotler,”cunsumer satisfaction as a persons feelings of pleasure or
disappointing resulting from comparing a product perceived performances (or outcome) in
relation to his or expectations”.

Kolter distinguished three components

 Need : A lack of basic requirement

 Want : A specific requirement for products or service to match need
 Demand : A set of wants plus the desire and ability to pay for the exchange.

Customer will choose a product based on their value of it. Satisfaction is the actual use
of products matches the perceived at the time of purchase. A customer is satisfied only if
the actual value is the same exceed the perceived value.

Kolter defined five levels to a production:

 Core Benefit: The fundamental need or want that consumers satisfy by consuming the
product orservice.
 Generic product: A version of the product containung only those attributes or
characteristics absolutely necessary for it to function.
 Expected product: The set of attributes or characteristics that buyer normally expect and
agree to when they purchase a product.
 Augmented product: Inclusion of additional features, benefits, attributes or related
services to differentiate the products from its competitors.
 Potential product: All the augmentations and transformations of a product might
undergo in future.

1.8 IMPORTANCE OF CUSTOMER SATISFACTION

 Customer satisfaction should be the main focus of an organization because customers

drive business.
  Collecting customer satisfaction date can help you determine what is working well with
you products, service and internal processes, and what you need to improve or changes
completely.

1.9 NEED OF CUSTOMER SATISFACTION

 Customer needs and customer satisfaction can be considered as something that is at the
center of every successful business.
 Every business needs a reason for their customers to be buy from them and not their
competitors.

1.10 OBJECTIVE OF THE STUDY

Primary objectives :

 To study on customer satisfaction towards various brands of ice cream at knchipuram.

Secondary objectives :

 To find out the satisfaction level of customer towards ice cream

 To identifying the issues faced by customer.
 To assess the customer satisfaction level.

1.11 SCOPE OF THE STUDY

 Project helps to forecasting the need for the company.

 To provide a valuable suggestion and recommendations to the company on the basis of
analysis & interpretation.
 To make the study a realible in future.
 To do the study in systematic way.

1.12 LIMITATIONS OF THE STUDY

 The study restricts within Kanchipuram.

 The study assumes that the information was given by the consumer without anybias.
 The researchers found it difficult to collect the questionnaire, since some of the
respondents did not proper response in the field.
CHAPTER-II
COMPANY PROFILE
 CHAPTER-II

COMPANY PROFILE

INTRODUCTION

Ice cream is a frozen dessert typically made from milk or cream that has been flavoured with a
sweetener, either sugar or an alternative, and a spice, such as cocoa or vanilla, or with fruit, such
as strawberries or peaches. Food colouring is sometimes added in addition to stabilizers. The
mixture is cooled below the freezing point of water and stirred to incorporate air spaces and
prevent detectable ice crystals from forming. It can also be made by whisking a flavoured cream
base and liquid nitrogen together. The result is a smooth, semi solid foam that is solid at very low
temperatures (below 2 °C or 35 °F). It becomes more malleable as its temperature increases.

Ice cream may be served in dishes, eaten with a spoon, or licked from edible wafer ice cream
cones held by the hands as finger food. Ice cream may be served with other desserts such as cake
or pie or used as an ingredient in cold dishes like ice cream floats, sundaes, milkshakes, and ice
cream cakes or in baked items such as Baked Alaska. Italian ice cream is gelato. Frozen custard
is a type of rich ice cream. Soft serve is softer and is often served at amusement parks and fast-
food restaurants in America. Ice creams made from cow's milk alternatives, such as goat's or
sheep's milk, or milk substitutes (e.g., soy, cashew, coconut, almond milk, or tofu), are available
for those who are lactose intolerant, allergic to dairy protein, or vegan. Banana "nice cream" is a
100% fruit-based vegan alternative. Frozen yoghurt, or "froyo", is similar to ice cream but uses
yoghurt and can be lower in fat. Fruity sorbets or sherbets are not ice creams but are often
available in ice cream shops.

The meaning of the name ice cream varies from one country to another. In some countries, such
as the United States, ice cream applies only to a specific variety, and most governments regulate
the commercial use of the various terms according to the relative quantities of the main
ingredients, notably the amount of cream. Products that do not meet the criteria to be called ice
cream are sometimes labelled "frozen dairy dessert" instead. In other countries, such as Italy and
Argentina, one word is used for all variants. Early modern in the 16th century, the Mughal
Empire used relays of horsemen to bring ice from the Hindu Kush to its capital, Delhi, used to
create kulfi, a popular frozen dairy dessert from the Indian subcontinent often described as
"traditional Indian ice cream.

Ice cream became popular throughout the world in the second half of the 20th century after
cheap refrigeration became common. There was an explosion of ice cream stores and of flavours
and types. Vendors often competed on the basis of variety. Howard Johnson's restaurants
advertised "a world of 28 flavors", and Baskin-Robbins made its 31 flavors ("one for every day
of the month") the cornerstone of its marketing strategy (the company now boasts that it has
developed over 1,000 varieties).

One important development in the 20th century was the introduction of soft ice cream, which has
more air mixed in, thereby reducing costs. The soft ice cream machine fills a cone or dish from a
spigot. In the United States, chains such as Dairy Queen, Carvel, and Tastee-Freez helped
popularize soft-serve ice cream. Baskin-Robbins would later incorporate it into their menu.
Technological innovations such as these have introduced various food additives into ice cream,
most notably the stabilizing agent gluten, to which some people have an intolerance. Recent
awareness of this issue has prompted a number of manufacturers to start producing gluten-free
ice cream.

The 1980s saw thicker ice creams being sold as "premium" and "super-premium" varieties under
brands such as Ben & Jerry's, Chocolate Shoppe Ice Cream Company and Häagen-Dazs.

MEANING

Ice cream embodies more than just a delicious dessert, it’s a symbol of joy, comfort and
indulgence. From childhood memories of chasing the ice cream truck to late night cravings
shared with loved ones, it holds a special place in our hearts. Its creamy texture and variety of
flavors evoke feelings of nostalgia and happiness, making it a go to treat for celebrations and
everyday moments alike.

Moreover, ice cream transcends cultural boundaries, uniting people of all ages and
backgrounds in the simple pleasure of enjoying something sweet and cold. It serves as a blank
 canvas for creativity, inspiring chefs and home cooks to experiment with new flavors and
innovative presentations. Whether enjoyed on a hot summer day or as a comforting treat during
colder months, ice cream brings people together and brings a smile to their faces.

BRANDS OF ICE CREAMS

AMUL ICE CREAM

The GCMMF is the largest food product marketing organization in India. As the apex
organization of the dairy cooperatives of Gujarat, it is the exclusive marketing oganization for
products under the brand name Amul and Sagar. For more than five decades, dairy cooperatives
in Gujarar have created an economic network that links more than 3.1 million village milk
products with crores of consumers in India.
OWNER : Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF)

INTRODUCED : 1996

COUNTER : Gujarat

MARKETS : WorldWide

WEBSITE : [Link]

In 2007, Gujarat Cooperative Milk Marketing Federation Ltd crossed US$1 billion in its
sales turnover and entered the elite club of food companies having this distinction from India. In
one more major achievement, the dairy cooperatives of Gujarat under the GCMMF fold crossed
the mark procurement of 10 million kilograms per day on 27 December 2007, which is the
highest ever milk procurement achieved by any dairy network in India, be it private or
cooperative. The entire quantity of milk received was accepted without any milk holidays and
was processed successfully into milk and other milk products.
 In 2018, Amul inaugurated a new chocolate plant in Mogar, Anand, near their
headquarters, with prime Minister Narendra Modi in attendance. The new plant has been built
with an increased capacity of 1000 tonnes per month against the earlier 250 tonners per month
capacity. GCMMF has invested around 3 billion in this project. It is a fully automated production
factory with minimal human intervention.

Amul and the michigan Milk Producers Association (MMPA) collaborated in 2024 to
introduce fresh milk to the UK market.

DAIRY DAY ICE CREAM

The Dairy Day story began in 2002 when industry veterans having 20-25 yesrs of
experience in the Ice Cream Industry decided to quit their MNC jobs and nurture a brand with
their passion. They saw a market opportunity which no one else did. They belived that flavours
had feelings and that taste buds can party.

So began the Dairy Day journey in a modest 2000 square foot factory. But fueled by the
founder’s passion and expertise, Dairy Day quickly evolved to become one of the leading brands
in India. Dairy Day is currently present across South India, Maharashtra and Odisha.
INFRASTRUCTURE :
Dairy Day manufactures and supplies 150+ products across a variety of cups, cones,
sticks, tubs and other specials with over 30 flavours. All products are made in ultra-modern
facilitues built to international standards. The company has state-of-the-art manufacturing
facilities in karnataka, spread over 2 lakh square feet and having a production capacity of 2 lakh
litres per day. The company also has one of the largest candy and cone making capacity in India.

The entire manufacturing process is ISO compliant (ISO-22000-2018 (FSMS)). The

facilities are supervised every day by an ecpert team of Dairy Technologists, Food
Technologists and Miceobiologists.

OWNER : Balaraju Anantharamu

INTRODUCED : 2002

COUNTRY : South India

MARKET : WorldWide

WEBSITE : [Link]

At Dairy Day, our fundamental values can be summarized in one word ‘Goodness’.
Goodness in our products, goodness in the way we deal with all stakeholders from our factory
team to of ice team to distributors, dealers and business associates.

We strive to imbibe this principle of goodness as a core value in all our team members,
and let it guide every decision they take.
CARNRTTO ICE CREAM
For a long time, the idea of selling frozen ice-cream cones had been impractical, as the
ice cream would soak into the moist cone during the manufacturing process and make it soggy
and unpalatable when served. In 1959, Spica, an Italian ice-cream manufacturer based in Naples,
overcome this problem by insulating the inside of the waffle cone from the ice cream with a
coating of oil, sugar and chocolate.

OWNER : Unilever

INTRODUCED : 1959

COUNTRY : Italy

MARKET : WorldWide

WEBSITE : [Link]
 In 1976 the patent was acquired by unilever, which began marketing the product in Italy
through the Algida brand and abroad through other subsidiaries in India. They are sold in many
different sizes throughout Europe in sizes ranging from 28 ml Miniatures to 260 ml King
Cones,though the 90 ml and 125 ml sizes tend to be the most popular.

On march 19, 2024, Unilever announced it would divest its ice cream brands and cut
7500 jobs in order to make “a simpler, more focused and higher performing Unilever”. Inculded
in the spin-off are Ben&Jerry’s, Carnetto, Magnum, Talenti and Wall’s. The divestment is
expected to be completed by the end of 2025.
 MAGNUM ICE CREAM

The ice cream today known as Magnum was developed in Denmark, in the late 1980s by
Mogens Vigh Larsen (1935-2019), then technical director of Frisko, which is an ice cream
maker. It was put into production in autumn 1988 and originally manufactured in Denmark. The
original Magnum consisted of a thick bar of vanilla ice cream on a stick, with a chocolate
coating. As there was no real chocolate that could stand the temperature of 40 degrees Celsius,
an ad hoc chocolate had to be developed. The original Magnum had a weight of 86 grams and a
volume of 120 ml. The aarhus factory was converted into apartments, shops and a fitness centre
named “Friskohus” after the ice cream company brand. The Frisko brand is still used in
Denmark.

OWNER : Unilever

INTRODUCED : 1989

COUNTRY : Denmark

MARKET : WorldWide

WEBSITE : [Link]
 The company also started selling Magnum ice cream cones in 1994 and an ice cream
sandwich in 2002. The actor Roger Moore, best known for his protrayal of James Bond,
famously claimed to have come up with the idea of the Magnum, although Wall’s deny any
knowledge of this, saying it is no more than “a brilliant story”.

On March 19, 2024, Unilever announced it would divest its ice cream brands and cut 7500 jobs
in order to make “a simpler, more focused and higher performing Unilever”. Inculded in the spin
off are Carnetto and Talenti. The divestment is expected to be completed by the end of 2025.
CHAPTER-III
 RESEARCH
METHODOLOGY
 CHAPTER-III

RESEARCH METHODOLOGY

RESEARCH
Research is a process of systematic inquiry that entails collection of data, documentation
of critical information and analysis and interpretation of that data / information in accordance
with suitable mrthologies set by specific professional fields and academic disciplines.

METHODOLOGY
The methodology chapter should justify the design choices, by showing that the chosen
methods and techniques are the best fit for the research aims and objectives, and will provide
vaild and reliable results.

RESEARCH DESIGN
When a research is carried-out, it follows a definite pattern or plan of action throughout
the procedure, i.e., since the problem identification to the report preparation and presentation.
This definite pattern or plan of action is called “ research design”. It is a map that guides the
researcher in collecting and analyzing the data. In other words, research design acts as a
blueprint that is followed throughout the research work.

DESCRIPTIVE RESEARCH
Descriptive research is a research method describing the charateristics of the population
or phenomenon studied. This descriptive research methodology focuses more on the “what” of
the research subject than the “why” of the research subject.

Descriptive Research can be used to,

 Real Life Situations.

 Identification of Relationship.
 Observing Natural Behaviors.
 Highlighting Social Problems.
RESEARCH INSTRUMENT

The term research instrument refers to any tool that you may use to collect or obtain data,
meassure data and analyze data that is relevant to the subject of your research. These tools can
also be found within education that relates to patients, staff, teachers and students. The format of
a research instrument may consist of questionnaires, surveys, interviews, checklists or simple
tests.

RESEARCH INSTRUMENT USED

QUESTIONNAIRE is the Research Instrument which is used in this study.

QUESTIONNAIRE
A questionnaire is a research instrument that consist of a set of questions or other types of
prompts that aims to collect information from a respondent. A research questionnaire is typically
a mix of close-ended questions and open-ended questions.

The Steps which are used to construct a questionnaire are mentioned below:-

 State the information required.

 Decide the matter / content of questions.
 Determine the question phrasing.
 Recognize the form and layout of the questionnaire.
 Finalize the questionnaire.

SOURCE AND COLLECTION OF DATA

The process of gathering and analyzing accurate data from various sources to find
answers to research problema, trends and probabilities, etc., to evaluate possible outcomes is
known as Data Collection. The following are the sources of data collection in research. They
are:-

 Primary Data
 Secondary Data
PRIMARY DATA
Primary Source of data is used in this study. This data has been generated by the research
himself/herself, survey,interviews, questionnaires, experiments, specially designed for
understanding and solving the research problem at hand.

SECONDARY DATA
Using existing data generated by large government Institutions, healthcare facilities ect.
As part of organizational record keeping. The data is then extracted from more varied data files.

SAMPLING PLAN
A sampling plan provides an outline based on which the research performs research.
Also, it provides a sketch required for ensuring the data gathered is a representation of the
defined target population. It is widely used in research studies. A researcher designs a sampling
plan to prove that the data collected is vaild and reliable for the concerned population.

 Sampling Unit : Target Population

 Sample Size : 50
 Samole Procedure : Non-Probability Sampling Method

SAMPLING TECHNIQUES
CONVENIENCE SAMPLING TECHNIQUE is used in this research. This technique is
choose because, the data can be collected easily and conveniently from an available pool of
respondents. It is the most commonly used sampling technique as it’s incredibly prompt,
uncomplicated and economical.

STATISTICAL TOOL

Statistical methods involved in carryinf out a study include planning, designing,

collecting data, analyzing, drawing meaning interpretation and reporting of the research findings.
PERCENTAGE ANALYSIS is the Statisticalmtool which is used in this study.
PEERCENTAGE ANALYSIS

 Formula : (Value/Total Value) 100

 A percentage frequency distribution is which individual frequencies are shown as a
percentage of the total frequencies. It is often used to find relative frequency of
surveys and other sources of data.
CHAPTER-IV
 DATA ANALYSIS
&
INTERPRETATION
 CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1

AGE

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. 10-20 34 68%

2. 30-40 14 28%

3. 50-60 2 4%

TOTAL 50 100%

SOURCE: Primary data obtained from questionnaire.

INTERENCE:
From the above table, it is inferred that 68% of respondents are between 10-20 aged
group, 28% of respondents are 30-40 and 4% of respondents 50-60.
 CHART 4.1

AGE

80%

70%

60%

50%

40%

30%

20%

10%

0%
20-Oct 30-40 50-60
 TABLE 4.2

GENDER

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. MALE 26 52%

2. FEMALE 24 48%

TOTAL 50 100%

SOURCE: Primary data obtained from questionnaire.

INFERENCE:

From the above table, it is inferred thst 52% of respondents male and 48% of respondents
in female.
 CHART 4.2

GENDER

53%

52%

51%

50%

49%

48%

47%

46%

45%
Male Female
 TABLE 4.3

EDUCATION LEVEL

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. SSLC 4 8%

2. HSL 10 20%

3. UG 22 44%

4. PG 14 28%

TOTAL 50 100%

SOURCE: Primary data obtained from questionnaire.

INFERENCE:

From the above table, it is inferred that 8% of respondents are SSLC, 20% of respondenrs
are HSC, 44% of respondents are UG and 28% of respondents are PG.
 CHART 4.3

EDUCATION LEVEL

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
SSLC
HSC
UG
PG
 TABLE 4.4

INCOME

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. 10000 17 34%

2. 20000 16 32%

3. 30000 10 20%

4. 40000 7 14%

50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 34% of respondents are 10000, 32% of
respondents are 20000, 20% of respondents are 30000 and 14% of respondents are 40000.
 CHART 4.4

INCOME

40

35

30

25

20

15

10

0
10000 20000 30000 40000
 TABLE 4.5

FAMILY SIZE

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. 3 2 4%

2. 4 30 60%

3. 5 10 20%

4. 6 8 16%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 4% of respondents are 2, 60% respondents are 4,
20% respondents are 5 and 16% respondents are 6.
 CHART 4.5

FAMILY SIZE

0 10 20 30 40 50 60
 TABLE 4.6

LIKING ICE CREAM

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. VERY MUCH 34 68%

2. OKAY 10 20%

3. NOT MUCH 4 8%

4. NOT AT ALL 2 4%

TOTAL 50 100%

SOURCE: Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 68% of respondent are very much, 20% of
respondents are okay, 8% respondents are not much and 4% of respondents are not at all.
 CHART 4.6

LIKING ICE CREAM

very much
okay
not much
not at all
 TABLE 4.7

EATING ICE CREAM

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. SANCKS 26 52%

2. HUNGRY 4 8%

3. ENERGY 2 4%

4. TIME PASS 18 36%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 52% of respondents are snacks, 8% of
respondents are hungry, 4% of respondents are energy and 36% of respondents are time pass.
 CHART 4.7

EATING ICE CREAM

time pass

energy

hungry

snacks

0 10 20 30 40 50 60
 TABLE 4.8

BRAND ICE CREAM LIKE TO EAT

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. Amul 26 52%

2. Dairy 12 24%

3. Carnetto 8 16%

4. Magnum 4 8%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 52% of respondents are Amul, 24% of
respondents are Dairy, 16% of respondents are Carnetto and 8% of respondents are Magnum.
 CHART 4.8

BRAND ICE CREAM LIKE TO EAT

60

50

40

30

20

10

0
Amul Dairy Carnetto Megnum
 TABLE 4.9

TIME YOU EAT ICE CREAM

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. Once 18 36%

2. Twice 12 24%

3. Thrice 20 40%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 36% of respondents are once, 24% of respondents
are twice and 40% of respondents are thrice.
 CHART 4.9

TIME YOU EAT ICE CREAM

Once
Twice
Thrice
 TABLE 4.10

FAMILY FAVORITE ICE CREAM

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. Vennila 34 68%

2. Bourne 2 4%

3. Chocobar 10 20%

4. Kulfi 4 8%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 68% of respondents are vennila, 4% of
respondents are Bourne, 20% of respondents are Chocobar and 8% of respondents are Kulfi.
 CHART 4.10

FAMILY FAVORIE ICE CREAM

 TABLE 4.11

NUTRITIONAL FACTS FOR ICE CREAM

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. Energy 10 20%

2. Protein 16 32%

3. Fat 12 24%

4. Fiber 6 12%

5. Carbohydrates 4 8%

6. Iron 2 4%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 20% of respondents are Energy, 32% of
respondents are Protein, 24% of respondents are Fat, 12% of respondents are Fiber, 8% of
respondents are Carbohydrates and 4% of respondents are Iron.
 CHART 4.11

NUTRITIONAL FACTS FOR ICE CREAM

35

30

25

20

15

10

0
Energy Protein Fat Fiber Carbohyrates Iron
 TABLE 4.12

BUYING ICE CREAM

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. Food court 6 12%

2. Super market 26 52%

3. Bakeries 2 4%

4. Big bazzars 16 32%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 12% of respondents are food court, 52% of
respondents are Super market, 4% of respondents are Bakeries and 32% of respondents are Big
bazzars.
 CHART 4.12

BUYING ICE CREAM

Food court
Super market
Bakeris
Big bazzars
 TABLE 4.13

PREPARING ICE CREAM AT HOME

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. YES 20 40%

2. NO 30 60%

TOTAL 50 100%

SOURCE : Primary data obtained from Qyesyionnaire.

INFERENCE :

From the above table, it is inferred that 40% of respondents are yes and 60% of
respondents are no.
 CHART 4.13

PREPARING ICE CREAM AT HOME

70

60

50

40

30

20

10

0
Yes No
 TABLE 4.14

TYPES OF ICE CREAM

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. Cone 10 20%

2. Cup 18 36%

3. Ball 8 16%

4. Stick 14 28%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 20% of respondents are Cone, 36% of
respondents are Cup, 16% of respondents are Ball and 28% of respondents are Stick.
 CHART 4.14

TYPES OF ICE CREAM

40

35

30

25

20

15

10

0
CONE CUP BALL STICK
 TABLE 4.15

FLAVOR ICE CREAM YOU LIKE

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. Strawberry 14 28%

2. Pista 8 16%

3. Vennila 16 32%

4. Butterscotch 12 24%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 28% of respondents are Strawberry, 16% of
respondents are Pista, 32% of respondents are Vennila and 24% of respondents are Butterscotch.
 CHART 4.15

FALVOR ICE CREAM YOU LIKE

Strawberry
Pista
Vennila
Butterscotch
 TABLE 4.16

TYPES OF ICE CREAM YOU PREFER

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. KULFI 21 42%

2. ROLLED 14 28%

3. SNOW CREAM 12 24%

4. CONE ICE CREAM 3 6%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 42% of respondents are Kulfi, 28% of
respondents are Rolled, 24% of respondents are Snow cream and 6% of respondents are Cone ice
cream.
 CHART 4.16

TYPES OF ICE CREAM YOU PREFER

45

40

35

30

25

20

15

10

0
kulfi
rolled
snow cream
cone ice cream
 TABLE 4.17

ICE CREAM BRAND YOU LIKE

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1, Amul 18 36%

2. Dairy 14 28%

3. Carnetto 12 24%

4. Magnum 6 12%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERRENCE :

From the above table, it is inferred that 36% of respondents are Amul, 28% of
respondents are Dairy, 24% of respondents are Carnetto and 12% of respondents are Magnum.
 CHART 4.17

ICE CREAM BRAND YOU LIKE

Magnum

Carnetto

Dairy

Category 1

0 5 10 15 20 25 30 35 40
 TABLE 4.18

PACK DO YOU PURCHASE

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. SMALL 24 48%

2. BIG 14 28%

3. FAMILY PACK 12 24%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 48% of respondents are small, 28% of
respondents are big and 24% of rrspondents are family pack.
 CHART 4.18

PACK YOU PURCHASE

small
big
family pack
 TABLE 4.19

REASONABLE PRICE FOR ICE CREAM

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. 10-20 16 32%

2. 20-30 14 28%

3. 30-40 10 20%

4. 40-50 8 16%

5. Above 50 2 4%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 32% of respondents are 10-20, 28% of
respondents are 20-30, 20% of respondents are 30-40, 16% of respondents are 40-50 and 4% of
respondents are above 50.
 CHART 4.19

REASONABLE PRICE FOR ICE CREAM

above 50

40-50

30-40

20-30

10 to 20

0 5 10 15 20 25 30 35
 TABLE 4.20

FACTORS AFFECT YOUR PURCHASE

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. Advertisement 22 44%

2. Suggestion from 16 32%

friends and relatives

3. Alternative display 2 4%

4. Docters advice 4 8%

5. Brand ambassador 2 4%

6. Ingredients 4 8%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 44% of respondents are advertisement, 32% of
respondents are suggestion from friends and relatives, 4% of respondents are alternative display,
8% of respondents are doctors advice, 4% of respondents are brand ambassador and 8% of
respondents are ingredients.
 CHART 4.20

FACTORS AFFECT YOUR PURCHASE

45

40

35

30

25

20

15

10

0
Ad suggestion alternative doctors brand ingredients
 TABLE 4.21

MEDIA INFLUENCE YOUR PURCHASE

[Link] PARTICULARS RESPONDENTS PERCENTAGES

1. Television 20 40%

2. Newspaper 10 20%

3. Hoarding 12 24%

4. Display 8 16%

TOTAL 50 100%

SOURCE : Primary data obtained from Questionnaire.

INFERENCE :

From the above table, it is inferred that 40% of respondents are television, 20% of
respondents are newspaper, 24% of respondents are hoarding and 16% of respondents are
display.
 CHART 4.21

MEDIA INFLUENCE YOUR PURCHASE

TELEVISION
NEWSPAPER
HOARDING
DISPLAY
CHAPTER-V
 FINDINGS,
SUGGESTIONS
&
CONCLUSIONS
 CHAPTER-V

FINDINGS, SUGGESTIONS & CONCLUSIONS

INTRODUCTION

Findings are basically the key outcome of the investigation. It is basically a key
fact which you can discovver during an investigation. Findings are facts and phrases,
observations and experimental data resulting from research. After Data analysis and
interpretation from the study, the following findings are :-

FINDINGS

 68% of respondents are aged between 10-20.

 52% of respondents are male.
 44% of respondents are qualified UG.
 34% of respondents are receiving monthly income 10000.
 60% of respondents are family size was 4.
 68% of respondents are liking ice cream in very much.
 52% of respondents are eating ice cream in sancks.
 52% of respondents are brand amul ice cream like to eat.
 40% of respondents are thrice time eat ice cream.
 68% of respondents are family favorite ice cream was vennila.
 32% of respondents are protein.
 52% of respondent are buying ice cream in super market.
 60% of respondents are preparing ice cream at home in No.
 36% of respondent are types of ice cream is cup.
 32% of respondents are flavor ice cream in vennila.
 42% of respondents are prefer in kulfi.
 36% of respondents are like brand in amul.
 48% of respondents are purchase pack was small.

 32% of respondents are reasonable price in 10-20.

  44% of respondents are purchase factors affect for advertisement.
 40% of respondents are purchase media influence for television.

SUGGESTIONS

 Conduct faculty refershment schemes with in colleges.

 By reducing works other than teaching work-life balance can be ensured.
 First preference must be given to teaching than any other work.
 Avoid classeson holidays.
 Completing teaching portions on time will be helpful for maintaining work-
life balance.
 Allocate time for works others than teaching without affecting students
education.
 Appoint non-teaching staff for doing-teaching tasks in department.

CONCLUSIONS
 Achieving a good balance between work and family responsibilities is a concern
for employees in all sector. If these two are not properly maintained will leads to
work life imbalance, stress and job dissatisfaction.
 If proper work-life balance is not happening in case of teachers, it will affect
students education. Therefore this study undertaken to know the work life
balance of women factulty in colleges.
 This study identified various factors causing work life imbalance and it is
revealed the relationship between women employees and work-life balance.
 So if colleges and universities can provide work life balance to women teachers, it
can achieve more job satisfaction and this in turn helps the colleges to achieve
new heights and good results.
 Study revealed that women faculties are satisfied with their work-life balance
even they are going through work pressure.
 In case, if there is work-life imbalance, management should take proper measures
for ensuring work life balance and thereby ensure quality education for students.
ANNEXURE
A STUDY ON CONSUMER SATISFACTION TOWARDS VARIOUS
BRANDS OF ICE CREAM AT KANCHIPURAM

1. Name

2. Age
A) 10 to 20 B) 30 to 40 C) 50 to 60

3. Gender
A) Male B) Female

4. Educational Level
A) SSLC B) HSC C) UG D) PG

5. Income
A) 10000 B) 20000 C) 30000 D) 40000

6. Family Size
A) 3 B) 4 C) 5 D) 6

7. Do you like ice cream?

A) Very Much B) Okay C) Not Much D) Not at all

8. Why you prefer eating ice cream ?

A) Snacks B) Hungry C) Energy D) Time pass

9. Which brand ice cream you like to eat ?

A) Amul B) Dairy C) Cornetto D) Magnum
10. Which ice cream in favorites ?
A) Vennila B) Bourni C) Chocobar D) Kulfi

11. How many times a day you eat ice cream ?

A) Once B) Twice C) Thrice

12. What are all nutritional facts you look foe while purchasing ice cream ?
A) Energy B) Protein C) Fat D) Fiber E) Carbohydrates F) Iron

13. What you will buy ice cream ?

A) Food Courts B) Super markets C) Bskeries D) Big bazaars

14. Do you have a habit of preparing ice cream at home ?

A) Yes B) No

15. Which type of ice cream you like ?

A) Cone B) Cup C) Ball D) Stick

16. According to your which flavor ice cream you like ?

A) Strawberry B) Pista C) Vennila D) Butterscotch

17. What type of ice cream do you prefer ?

A) Kulfi B) Rolled C) Snow Cream D) Cone ice cream

18. According to you which brand you like ?

A) Amul B) Dairy C) Carnetto D) Magnum

19. Which pack do you purchase ?

A) Small B) Big C) Family Pack
20. What according to you is the reasonable price ?
A) 10-20 B) 20-30 C) 30-40 D) 40-50 E) Above 50

21. Which of these factors affect your purchase ?

A) Advertisement B) Suggestion from friends anf relatives C) Alternative display
D) Doctors advice E) Brand Ambassador F) Ingredients

22. Which media of advertisement influence your purchase ?

A) Television B) Newspapers C) Hoarding D) Display
BIBLIOGRAPHY
 BIBLIOGEAPHY

[Link] NAME OF THE BOOK NAME OF THE AUTHOR

1. Marketing management Kathiresan Dr. Radha

2. Marketing Dr. N. Raja Nair

3. Principles of marketing Philip kotler

4. Research methodology C.R. Kothari

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