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

Travelling To/From Work/School 65
At The Cinema 61
Special Event 56
Clubbing/ At A Party 50
Post Gym/Sports 48
Table 28: Relevant Occasions in Consumers’ Lives
Respondents were then asked to mention “frequency of occurrence of the identified occasions”.
The identified replies are as follows:
Post gym/sports
Special event
Family day out
Special lunch out of home
Special dinner at home
A night in w ith friends
Mid-afternoon break out of home
Leisure w alk
Out of home, hanging out w ith friends
Mid-afternoon break at home
Day out w ith Partner/ Spouse
Traveling to/from w ork/school
Coming home from w ork/school
normal lunch at home
Normal dinner at home
Daily 2-3 Times A Week Weekly 2-3 Times A Month
Once A Month Every 2-3 Months Less Often Never
Figure 13: Frequency of Occurrence of Occasions
This shows that “Normal dinner at home, Watching TV, Normal Lunch At Home, At Home, While
Reading/Music/Surfing, Coming Home From Work/School, During Work Or At School,
Travelling To/From Work/School, Midmorning Break, Day Out With Partner/ Spouse, At Home
By Myself During The Day” are the most frequent daily rituals of busy lives of consumers.
6.5.2 Frequency of Ice cream Consumption:
Respondents were asked to mention “consumption pattern of ice cream during the identified
occasion” on a scale of 1-5 depicting frequencies like “(5) always, (4) most of the times, (3) about
half of the times, (2) sometimes, (1) never/ do not know”. The responses are depicted in the
following table.
Evaluation of Entry into Ice cream Business for Bangladesh Limited 47