Evaluation of Entry into Ice cream Business - BRAC University ...

6.1 Target Group of Ice cream
6.0 CONSUMER ANALYSIS
Who are the consumers of ice cream? This question does not have a clear answer. Ice cream is a
food for all. It is the only food consumed by a human being at less than 0 degree centigrade
temperature and people of all ages feel indulged to have it. However, we can determine focus target
groups for both branded common format and artisan boutique ice cream. Group discussions and
market visits were done to get insight into the consumers along side resources form secondary
sources. Age based target group is common for both segments but variation among the groups occur
mainly based on SEC and DMFI classification.
6.1.1 Geographic Group:
Branded ice cream remains an urban product till date. Geographically branded ice cream has reached
urban and semi urban areas up to Thana Head Quarter levels. Ice cream has reached areas where
electricity is available. Small artisan players are available in places where large branded players have
no distribution.
6.1.2 Target Age Group:
Age wise grouping of target consumers is as follows:
� Urban kids in the age group of 5-14
� They mainly consume normal sticks, cups, cones innovative fillers and water ice creams.
� Urban youth in the age group of 15-24
� They consume premium and extrusion sticks and cones.
� Urban mothers in the age group of 25-35
� They determine the family purchases. Even when the father purchases ice cream, decision is
taken by them.
Consumption pattern of various age groups are depicted in the following chart.
Ice cream consumption pattern
20%
50%
30%
05 to 14 yrs 15 to 24 yrs 25 to 35 yrs
Figure 11: Target Group wise Consumption Pattern
Evaluation of Entry into Ice cream Business for Bangladesh Limited 42