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

6.3 Highlights of Purchase Habit of Ice cream
6.3.1 Common Habits across Target Groups:
There are some common habits that were identified in earlier researches and group discussions with
consumers. Common habits mean the consumer approach towards ice cream that is seen across all
target groups e.g. kids, youth and adult purchasers. These are outlined below.
� Ice cream is mainly seen as a dessert or a snack. Impulse ice cream is seen as a quick snack
that is consumed when it is in sight. Visibility plays a big role here. Regarding family packs,
people see it as a post-food dessert.
� Ice cream purchase is commonly a planned event. When the contexts arise, people generally
take a bit of time to decide whether or not to have ice cream or when they want to go to a
boutique they make due considerations regarding which boutique to visit.
� Ice cream purchase decision is taken based on favourite flavour. People tend to try out new
variants and flavours when they first see it. They compare the taste with earlier experience and
when they purchase later they choose the flavour they have liked most.
� For In-Home segment decision is mostly taken on the flavour. Generally people come up with
different flavours of choice and most voted flavour is chosen.
� People become aware of new variants or flavours mainly through word-of-mouth. Advertisement
(new launches, special offers and festivals) in newspaper is another source of awareness.
� People are currently indifferent towards the price level of premium flavours. However, some feel
that price of Choc-bar, or water ice creams (lolly) is a bit much. If less, they would have consumed
more. Some also feel that companies should come up with branded ice cream in the price range
of BDT 5-8.
� Ice cream is purchased from nearby shops. If required brand and flavour is not available, 2-3
shops will be visited and then available flavour will be selected even if the required one is not
found. This is done mainly not to ruin the mood for ice cream.
� People are very open to try new brands and flavours especially if it comes from a credible source.
They would try new flavours and if they are satisfied with the taste, they would repeat purchase.
� Regarding boutique visits, people feel that boutiques need to have a proper environment, enough
flavours and other snacks.
� While visiting boutique with family or companion, they want variation in flavours, so that they
would order different flavours and taste each other’s ice cream. It is seen as a sign of
togetherness.
� Frequency of ice cream purchase varies among people. It depends on peer pressure, collective
family decision, summer heat and attitude towards “ice cream” itself as a product.
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