Customer behaviour and reception in the Ice Cream market

General Introduction

Ice cream of we call glaces a la cream in French. Ice cream than we know today actually has been in existence for at least 300 years ( C. Clarke 2004 ) The origins of ice cream can be traced back to at least the 4th century B.C. Early references include the Roman emperor Nero (A.D. 37-68) Alexander, the King of Macedonia, features in the origins of ice cream. Alexander was apparently known to have a passion for honey-flavoured iced drinks, using snow to make the icy texture. In AD 54, Emperor Nero of Rome liked his iced to make a desserts. 

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In the land BC, on the earliest paragraph that mention in the history of ice cream recommend that it was made simply by mixing fruit or some kind of syrup mixture with snow. The discovery that salt could cool food down quicker and give it an iced texture led to the process of making iced desserts by packing containers with snow and saltpetre. It was not until the mid 1800s however, that is the first recognized ice cream machine come up or people know about the Ice cream machine. .

Ice Cream is one of popular food. Everyone know ice cream. Actually ice cream sense cover of different types of frozen dessert, for the example is

Dairy ice cream – is a frozen aerated mixture of dairy ingredients, sugar and also flavors

Non-dairy ice cream – is made with milk proteins and also vegetable fat.

Gelato – this gelato contains egg yolk and popular in Italia

Sorbet – Fruit based, contains neither fat nor milk

That is some of example from a frozen dessert. Ice cream we different in to 3 categorize which are as premium, standard, and economy. All the category is depending of the quality of the product itself, premium ice normally made from good or better quality of ingredients, and relatively the price is expensive. For the economy ice cream.. the ingredients cheaper than the ingredients that use for premium ice cream.( C. Clarke 2004 ).

Ice cream is made and eaten almost in every country in the word a lot of people consume ice cream. The total worldwide production of ice cream and related frozen desserts was 14.4 billion liters in 2001, base on book written by ( C.Clarke 2004)

Base on point of few (Robert T. Marshall at all 2003 ) ice cream is a frozen mixture of a combination of consents of milk, sweeteners, stabilizers, emulsifiers and also flavoring, for the other ingredients such as egg products, coloring and starch can added as well.

Baskin-Robbins start on 1945, three-quarters of a century ago, two brothers-in-law shared a dream to create an innovative ice cream store that would be a neighborhood gathering place for families. Burton “Burt” Baskin and Irvine 888 had a mutual love of old-fashioned ice cream and the desire to provide customers a variety of flavors made with ingredients of the highest quality in a fun, inviting atmosphere. on December 7th, Irv Robbins opens the first snowbird Ice cream shop In California. The shop is the first Baskin-Robbins. every customer that come to the shop will have complimentary taste spoons to sample the many new and exciting flavors. This continues until now.

Haagen-Dazs start in early 1920’s. Because of passion of Reuben Mattus and also supported by his wife Rose, decided to form a new company dedicated to his ice cream vision. He called his new brand Häagen-Dazs, to convey an aura of the old-world traditions and craftsmanship to which he remained dedicated. Häagen-Dazs started out with only three flavors: vanilla, chocolate and coffee. But Mr. Mattus’ passion for quality soon took him to the four corners of the globe. His unique ice cream recipes included dark chocolate from Belgium and handpicked vanilla beans from Madagascar, creating distinctive and indulgent taste experiences.

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The research talk more about the field of customer perception and customer behavior. This research will more focus to Y generation that will take the student in Taylor’s university as a sampling, from student perception will examine about brand images, customer behavior, core product, and price.

Base on journal and book that, some of the journal and the book related to my topic and the journal also support my opinion. Katona and Strumpel (1978), attitudes and perception are closely related. Both these concept tend to affect one’s perceptions and same concept as behaviour. They suggested that the growing concern among consumers related to poor quality of products and services may have been affected. Customer will come back to purchase and consume that product if the product have the good quality and good services as well. Radam et al (2010)

Consumers’ perceptions and attitudes can influence the decision making process and buying behaviour of individual. Perceptions represent the formation of an individual state of mental awareness that is affected by internal and external environmental stimuli such as economic, social and cultural influences. On the other hand, attitudes are noted as an internal response, which is partially affective in nature and considered to be continuing evaluations of objects, issues or persons. This research will focu s only for Taylor’s University student that I already mentioned earlier.

Objective of the research

The objectives of this research are as follows:

To identify ice cream market among Taylor’s University student

To identify the factor affecting the choice of Taylor’s University student for Ice Cream

To identify the consumption pattern ice cream and also get recommendation for type and brand that student prefer.

Methodology

The Methodology tools uses are quantitative. Questionnaire will be used to determine factors that influence student in Taylor’s University in choosing ice cream. Questionnaires will be distributed randomly in Taylor’s University. Furthermore, other data collection will be done using internet, books and journals sources.

Next step of the research will be done in consumer preference to answer the questions what affect the market preference when choosing the Ice cream. And after all information gathered we will see which hypothesis will affect most of the market

Framework

A research framework has been made to help this researcher. This study is about to find out Student preference in consume or purchase ice cream until the customer has purchases the Item. Hypotheses are:

(H1) Marketing tool or promotion so customer still continue to purchase Ice cream

(H2) Brand of Ice cream influences student when they choose the product

(H3) There are any reason that make student to consume or purchases Ice cream is

there because of the quality, packaging price.

(H4) Demographic is one of the influence for student to purchase Ice Cream

Literature Review

Ice cream Nowadays

Ice cream we call glaces a la crème in French. Base on the book written by Shannon Jackson Arnold, that in France, sundaes are called coupes after the wide-mounthed. (Shannon Jackson Arnold 2004) write one book and the title of the book is Everybody Loves ice cream. Shannon fond that got so matter that influence people want to eat Ice cream. One of the reason is because mood at time, some people will eating ice cream when they fell sad, some people willing to buy ice cream because of the brand of the ice cream they believe the good brand also will have a good quality and also taste. In Malaysia only young generation like to consume Ice cream which generation Y, compare to generation X.

Ice cream as we recognize it today has been in existence for at least 300 years, though its origins probably date much further back.(C. Clarke 2004). Ice cream is one of global market , because almost every county in the world eaten and made ice cream. In the worldwide production of ice cream is around 14.4 billion liters in 2001, .( C. Clarke 2004 ) people in the word like to sales ice cream because of the weather and advertising.

For example in France , 65% of sales are made between June and September, the weather one of the reason a substantial impact on sales, especially at the certain time. Such as on the weekends. .( C. Clarke 2004 ) ice cream famous in may flavor, brand, and also packages. In book Ice cream by Robert T. Marshall et all state that Compositional standards differ around the world, as does the understanding of what constitutes ice cream.

Haagen Dazs and Baskin Robbin is two of the famous brand not only in the country that the brand come from, but now people in Asia also know and consume the ice cream even though the population of the people than consume ice cream in the Europe compare to Asia, but ice cream product still stick with the population especially young generation of the generation Y. they like to having ice cream as a dessert or just having ice cream when go out with a friend.

Customer Perception

Perception is the ability to see, hear, or become aware of thorough the senses ( oxford dictionaries ) that actually what the normal limits of human perception. Alias Radam in the journal about consumer perception, in the journal he mention that Consumer’s perception and attitudes can influence the decision of making process and also buying behavior of each individual. Perception actually affected by external and internal environmental effect such as economic, social, cultural and so on. The propose of we know about customer perception is to built up the customer experiences, with this we will know what the customer perception about service quality, product quality, and so on. Customer perception is one of important part, because when the customer want to purchase same product especially food product will step one process so the customer may decide to buy or to not buy the product

Perception, Color. And realism ( Wayne Wright) Store atmosphere is about explain more subconscious concept involving customers emotions in the store (Emma Aspfors 2010) perception and Sensation are perfect combination. For the Sensation refers to the process of sensing the environment through touch, taste, sight, sound and smell.

Sight

Sight is more to the product that we can see with our eyes, we can see different colors that make us feel more interesting purchase the product. Because Emma Aspfors said that . Color has also proven to have both physical and psychological influences on humans. Colors are of course important especially in the home-furnishing business since it is a business that is easily affected by trends. Except for the importance of having the right colored store due to trends, colors also can affects customer perception and buying behavior

Sound

Playing slow music in the store will make the customer feel enjoy, feel more relaxed. Relaxed customers’ perception would certainly be better than non-relaxed customers would, but the objectives of a store do not always go with the customers (Peter, Olson 2005, 495; Solomon et. al 2006, 43-44) (Emma Aspfors 2010)

Touch

Touch is more to the material in the store, the material that use for the chair, table, the counter and so on. This actually to create a customer perception of high quality the advices are to choose material as silk or wool while but all the material or the quality will back with the restaurant itself.

Smell

Smell, it’s a other senses, this also can influence buying behavior. Different restaurant or store normally have they own smell that make unique, Baskin-Robbins and Haagen-Dazs they own smell, that can it can affect customer’s perception.

Taste

Taste is more to the product itself. Each of the food product have special taste, that you can’t get from other shop, chocolate flavor that customer taste in Baskin-Robbins will different with chocolate flavor Haagen-Dazs. Knowing Consumers taste preferences are very central for the food industry when Segmenting and positioning a new product (See e.g. Solomon et. al 2006, 45-46) (Emma Aspfors 2010)

Base on the Schiffman and Kanuk on the article consumer Behavior, perception has three aspects which are Selection, Organization and Interpretation. This three point is interrelated. Selection is depends on two major factor which is Consumer’s previous experience and consumer’s motives. Most of the customer will purchase base on through touch, taste, sight, sound and smell.

Customer Behavior

The customer’s point of view, price is often used as a cue in their expectations of the product/service performance (Han 2010) some of the customer perception is the more he or she the more quality or services they will get, they will get what they pay. Customers do not know/remember the actual price of a specific product/service, but they encode the price in ways that are meaningful to them (Zeithaml, 1983). No all customer will remember how much one scoop of ice cream in Baskin Robbins or Haagen Dazs. Because some of them just want to buy because need or momentary desire, so some time the customer didn’t really care about the piece.

Perception of Services quality, it will back to how the waitress serves you, To gain competitive advantage and increase organizational effectiveness, companies are focusing their attention on improving service quality. ( Gazzoli, 2010 ) but come of the company not really focus about the service quality, like the ice creams store that normally people just buy the grab it and go. But some of the ice cream like Haagen

Dazs and Baskin Robbins.

They have a shop that the customer can sit and enjoy they ice cream. Both of them really want a track the customer. They one the customer also can enjoy the ice cream with the good a seating indoor or outdoor, so the customer can relaxed in the cozy ambience of the outlet. In Malaysia very seldom customer like to enjoy the ice cream un the outlet, the prefer to take away. Is mean they don’t like enjoy they ice cream in the outlet. They will stay at the outlet if that any promotion or they enjoy other product such as ice cream moon cake by Haagen Daze, birthday cake by Baskin Robbin and so on.

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Consumer behavior is seen as “the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs” (Schiffman & Kanuk 2007:3).( viviam claasem 2007) consumer behavior is a base in the marketing concept. Consumer behavior that we have actually to understanding of consumer trends, consumer wants , models to predict purchase and consumption patterns, and communication methods to reach target markets most effectively. With we understanding about consumer behavior the consumer behavior, we can know what certainly the consumer want or what customer looking for. Consumer behavior is based on the study of human behavior, but from the point of view of a consumer role. Mostert (2002:37) accepts that consumer behavior is founded in human behavior. (viviam claasem 2007)

This a simple model of the customer behavior base on Henry Assail on book Consumer Behavior and marketing action 6thedition. The diagram or the model is the situational determinants of customer behavior.

On the fist we have two outside forces acting on consumers it is a product and situation. Both of them as interrelated to the consumer and only decide on the brand to purchase. Need, attitudes, and preferences it’s interactions between the customer’s psychological set and the situation.

Price

(Schiffman and Kanuk )

Price is the important part in the product, how the product will accept in the customer, the product must have good quality and also good on the services , all this will affect the perceive value, after that the customer will dieted where want to buy the product. the product that consumer buy must be profitable so the customer also willing to buy the product.

Brand

The foundation of the brand is its name.(Keller, 2003). Brand is created as label, brand image. brand also can a There are two kinds of sparks, the one that goes off with a hitch like a match, but it burns quickly. The other is the kind that needs time, but when the flame strikes. it’s eternal, don’t forget that. -timothy oliveira-ffect the customer behaviour, it’s customer to be loyal to the product because of the brand. Actually the company make the promotion to the customer do the customer will be know the product and make the friendly with the brand itself.

On average, people are exposed to more than 1,000 commercial messages each day (Kotler & Keller, 2005). Not only are we being exposed to brands in visual advertisements on billboards and Web sites, in magazines and emails but also to brands in aural commercial messages on the radio and through personal selling. With the brand people can buy the food they like. Some of the people saw the advertisement on the television, magazine , heard from radio and so on. How they make the brand good the more they can get customer, especially the Y generation. Majority from them like to buy something not only food, because of the brand itself. For example like we to the grocery shopping, than normally there sale ice cream and there not only sale one brand but a lot of brand. Normally we as a generation Y will chose ice cream that the brand we already familiar although the price is more expensive.

Brand is very important for a product in the market, brand name is to give consumer information about the product itself. Brand asset are difficult and expensive to develop, maintain, and also adapt ( David A. Aaker ) one product must have a good brand is right to say to have a good brand that acceptable in the community is not easy and to have brand is to cheap. The brand attitude is opinion of consumers toward a product determined through market research. It will tell what customer think about a product or service, whether the product can answer what actually the

consumer need, and just how much the product is wanted by the consumer . Brand attitudes determine the consumer’s psychological aspect. The strength of brand loyalties is demonstrated by the fact that, on average, precursor keep about half their market in units even though the fact that generics are roughly one third the price of first pioneer ( Henry G. Grabowski 2009) first pioneer is important because they that make brand strong.

(Schiffman and Kanuk )

This diagram wants to show that the name of the product is very important. Because from the name of the product or the brand of the product effect the perception of the product it self. Bran also will affect the price, until we can see how the customer decides to buy the product or not.

Haagen-Dazs

Haagen-Dazs logo is unique because the logo as synonymous with the ultimate suoer-premium ice cream, Haagen-Dazs stared on early 1920’s, Rueben Mattus, he is one of a young entrepreneur, he know about ice cream since young, because his mother selling ice cream. With a passion about ice ream. On 1960 by supported from his wife, he dedicated o one new company, than he come out with one brand is call Haagen-Dazs, as we know Haagen-Dazs also famous in the market. At firs Haagen-Dazs only available in New York City, but Rueben Mattus not only stop until New York City, he also distribution to east of the U.S. in 1983. Mattus Agreed to the Pillsbury Company, Since the time Haagen-Dazs become a global phenomenon, than now Haagen-Dazs available in mare than 50 Countries.

Baskin Robbins

(http://www.baskinrobbins.com)

(http://www.baskinrobbins.com )(The two logos prior to the one unveiled in 2007 )

Brand of Baskin-Robbins is actually is the name of two Brothers in law, Burt Baskin and Irv Robbins. They both believed that should have choices flavor of ice cream, so the founders offer 31 flavors, one for every day of the month. They also believed that people come to the shop able to sample different flavors without charge money or free of charge, before they purchase they ice cream, so the customer will enjoy the ice cream with the perfect flavor that they already chooses. If you notes in middle of brand Baskin-Robbins that have number 31. Why 31 it’s because Baskin-Robbins having 31 flavors come from the Carson-Roberts advertising agency in 1953.

One of the sacred why Baskin-Robbins still famous until now is because they founders which is Burt Baskin and Irv Robbins taught them that they should never rest on our successes. Then they still working on the next wonderful flavor.

Baskin-Robbins is one of largest ice cream franchise in the world, Baskin-Robbins have 5,800 locations and 2,800 located in United States. Now we know why Baskin-Robbins can sells ice cream in over 30 countries, which are Canada, Japan, Mexico< United Kingdom ,Egypt, Australia, Indonesia, Malaysia, South Korea, India, Pakistan, Taiwan and so on.

Demographic Segmentation

Demographic characteristic, is talk about age, gender, status, races, occupation, education and sometime also income and so on. With the date form demographic the company to know the market and also help the company to reach and determining the segmentation of the target market, company will have a big picture who is the target market and also know is it the customer familiar with the product. Demographics and consumer have a relationship

(G Sidhar 2007 )

Age

Age is a picture of determines the consumption of various products, media, shopping centers and so on. Age also influences the level of consumer implication (Slama and Tashchin 1985; Jain and Sharma 2002) (G Sidhar 2007 ) we focus on the generation Y that born between 1977 and 1994, generation Y also called echo boomer and millennium generation

Sex

Customer is a unique personality, men and women both of them have differ interest, knowledge, social status and so on. In the market we have differences in the laves for various products between men and women, so actually what women like doesn’t mean man also can accept it.

Income

Talk about income is quit sensitive part, no all the customer like to share about this. Income determines the purchasing power of the individual customer. Somehow income enables purchases but does not generally cause them. But from this the company can know how much money customer will spend to buy a Ice cream, company will not put the price if the target market don’t have enough or much money they get or we call income

Occupation

Occupation is one of the widely applied cues to evaluate an individual (Hawkins et al 2003) is more related to education, working place. Consumer involvement level for some product would differ with different occupations

They identified that individuals tend to go through certain stages in their lives called Family Life Cycle (Schiffman and Kanuk 2002; G Sidhar 2007 ) base on this we can divide into Teenage that age start from 13 to 19 years old they like prefer to eat at fast food restaurant, young adult that age start from 20 to 40 years old they prefer to dine into somewhere that exciting and have the gastronomy while ; adult age start 25 years old above prefer to dine into family restaurant.

Core product

Product perception, how good the quality of the product for the consumer. The definition of food quality is a subjective matter, differing from person to person, food quality is related to term of perceive food quality is related to the product’s ability to provide satisfaction as well as a consistent level of the properties of the product ( Kamenidou et al 2003 ) different product have different quality standard for the product, use different kind of ingredient also one of the factor that can affect the self live of the product itself. We talk more about the product itself, how the company mange the product so the customer can accept it, base on the quality.

Marketing and promotion on the company to market the product, each company have different way to promote the product. Company want to customer can come to the store and purchase the product, like what the Baskin-Robbin do is every Wednesday if the customer bring something with the colour pink so when the customer purchase 1 scup of Baskin-Robbin ice cream will get 2 scup. Differed

rent with Haagen-Dazs is more to the new product or we can say follow the event Haagen-Dazs make the moon cake promotion on 19 Augustus -26 September 2010 and so on.

Marketing Strategy

Baskin Robbins and Haagen Dazs, are in the same level is mean Baskin Robbins and Haagen Dazs have thi high quality with the high price.

Baskin Robbins and Haagen Dazs use The Marketing Mix to promote the product. first is the price Baskin Robbins use the premium price because of the quality of the products itself. The product that Baskin Robbins had is High and unique flavor range and also Baskin Robbins not only come out with the one product but also have candy, shakes and so on. Place or location in the prime location. Baskin Robbins Not only sell ice cream, but also want to sell fun, so customer will happy.

Research Methodology

2.1.1 Key Research Question

The point of this study is to identify the consumer preference when buying Ice cream. This study is collecting from two different type of data collection which is the primary data and secondary data. The primary data would be the questionnaires that will be given out to the target survey in Taylor’s University and the secondary data would be the books, journals and internet source. Before the data is be collected researchers must make proper planning so that the data collecting process will done well .

The key research question to identify the consumer preference when purchase Ice cream.

What is the demographic profile of consumer in Taylor’s University College?

To identify the specific consumers’ profile who consumes fast food based on age, gender and occupation towards their frequency of consuming fast food.

What influence customer to buy or to dine into Ice cream outlet based on restaurant attributes point of view?

Restaurant attributes that going to be measured included food quality, cleanliness, image, and hygiene, service of the staff, value of the food (price), the variety of the menu, location of the Ice cream outlet and the seating space available in the outlet.

Which dimension of influence has the impact on Ice cream consumption?

To identify the most influence that has the greater impact to consumer in terms of promotion, socializing, saves time, unplanned purchase and brand of the fast food.

What is the reason customer purchase Ice cream ?

.To identifies which factor that make customer willing to purchase Ice cream. Is it from the brand, price, quality it self, Availability of Flavor and so on

2.1.2 Research Design

Primary data is collected through distribution of questionnaires to target survey. The target survey for this study would me the Student in Taylor’s University

2.1.3 Research Procedure

The total of one hundred seventy (200) questionnaires would be distributes to the population inside University .

2.1.4 Sampling Methods

The questionnaires were distributed randomly to the population in the Taylor’s University in order to collect their responses towards their preference and consumption pattern when student buying Ice cream .