A study on the consumers buying behaviour for frozen yogurt.

Submitted to Prof. Bianka Roy

Submitted By:Pranshu Mittal (148) Rohit Aggarwal (150) Swati Singh (165) Vikash Singh (176)

Table of Contents
Sr No. 1 Introduction Topics Page No.

Objectives of the Study

Research Methodology

Limitations

Data

Finding of the Study

Conclusion

18

Annexure

20

Bibliography

22

Introduction:
Frozen yogurt is a frozen dessert containing yogurt. It has slightly more tart than ice cream, as well as lower in fat. It is popular for taste as well as health reasons as it is scientifically proven that probiotic bacteria like Lactobacillus, which are present in yogurt, help prevent Travellers' Diarrhoea and it is beneficial to have yogurt after completing a course of antibiotic medication, if you are going through one. Usually frozen yogurt is offered with fresh berry toppings, which are rich in anti-oxidants. In India Cocoberry was the first frozen yogurt company chain that started business in 2009 in 2 cities and now it has now grown to 7 cities with 32 outlets. In last few months many national and international brands have launched frozen yogurt like US-based yogurt brand Red Mango followed by Canadian yogurt chain Kiwi Kiss, which had forayed in the Indian market last year and most recently by Amul who launched frozen yogurt under the brand name Flaavyo in two flavours - mango and strawberry. Amul going to give serious competition as it launched the product across 70,000 outlets across India as compared to against nearly 40 outlets managed by other companies. Since the first frozen yogurt store opened in 2009, the Frozen Yogurt market is still in pre mature stage and not fully developed and according to a study conducted by the Tata Strategic Management Group, the size of the Indian health and wellness food market will rise to Rupees 550 billion by 2015, from an estimated Rupees 101 billion in 2010 - a growth of 35-37 per cent. Seeing the current market scenario and the decision of the government to allow 100% FDI in single retail business outlet, Berrylite, the Singapore yogurt major, has decided to open its frozen yogurt chain in India. Berrylite is a fast-growing retailer of all-natural fat-free frozen yogurt lifestyle concept. Berrylite creations are based on its light, refreshing, and of the right
1

taste which is 100 per cent fat-free frozen yogurt imported directly from the USA. The yogurt mixes are shipped in liquid form, so that they are able to retain all the live and active cultures. It has developed more than 50 flavours of frozen yogurt (such as Green Tea, Dark Chocolate, pistachio). To add on to the healthiness, Berrylite boosts the yogurt concept with the most fresh fruit toppings (pomegranate, passion fruit, and pomelo) which are cut fresh daily at each store, and are never frozen. Berrylite current offering includes Frozen Yogurt, Yogurt Parfait, Yogurt Smoothies, Coffee, Tea and Fruit Juices. The main usp of Berrylite is that it is the only company that sells authentic frozen yogurt which is never made from powder and all products are certified by the National Yogurt Association in USA. Berrylite offering frozen yogurt to people of Singapore wants to enter Indian market. In this context, a study on consumer behaviour of Indian people towards frozen yogurt was conducted to understand the buying behaviour and preferences of consumers. Understanding the consumer behaviour would help formulating strategies to open their chain of frozen yogurt in India catering to the needs of the consumer. Consumers taste and preference change rapidly, especially in a dynamic environment. Keeping in view the importance of consumer behaviour and consumption pattern, the present study was undertaken with the following objectives.

Objectives of the Study:

The first objective of this research is to help out Berrylite to find the consumers preference regarding frozen yogurts. The second objective is to find out the brand preference and brand loyalty. The third objective is to find out the factors influencing consumer buying behaviour while purchasing frozen yogurts. The fourth objective of the research was to find out channel of distribution to adopt

for selling frozen yogurt. The fifth objective of the research was to find the right marketing strategy to use for launching and promotion of Berrylite. Berrylite being a frozen yogurt company feels that the consumer buying behaviour might depend upon the following factors:

Flavour and toppings : As one of the main reason for popularity of frozen
yogurt is that it is served with different flavours and toppings according to customers need, So availability of consumers choice of flavour and topping might influence where he or she buys frozen yogurt from.

Availability of Stores: As in India frozen yogurt was first launched in 2009

and there are only around 40 stores where frozen yogurt is sold, this might influence the buying pattern of frozen yogurt among consumers.

Price: Before buying any goods and services the most important factor that
influence consumers decision process is price, therefore price might be a factor considered before buying frozen yogurt.

Quality: The consumer buying behaviour of frozen yogurt might depend upon
the freshness, the taste and the value of the money received by the customer.

Service: Its an important factor which might influence consumer decision to

buy frozen yogurt and is also one of the factor which leads to repeated sales.

Ambience: It includes the lighting in the store, the music being played, the
decorations, the seating arrangement which generally influence the buying decision of the consumer and a major reason for repeated sales.

Advertisement: Generally advertisement is the first interaction of the

company with its customer which helps to bring new customer, educate them about the offering of the company, tries to build brand loyalty and only a
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successful advertisement campaign leads to success of the company. Therefore advertisement might play an important factor in consumer buying behaviour for frozen yogurts.

Research methodology:Research strategy involves the structured collection of data from a sizeable population. A survey was carried out to the customers of frozen yogurt in South Delhi area, to gain a true picture of their behaviour and attitude towards frozen yogurt and estimating the same for population. This type of research is uncertain type of research where problem or opportunity are uncertain type which means objective is clear but courses of action along with outcomes are not known.

Research design includes:

1) Variables: - In this research we find, dependent variable is consumer buying behavior (sales) and independent variable is Flavor and Toppings, Availability of Stores, Price, Quality, Service, Ambience and Advertisement.

2) Sampling plan: - To study the buying behavior of consumers towards frozen yogurt products sample size of 104 was taken. Stratified sampling method was used in which the first group was made where frozen yogurt outlet is available and second group were frozen yogurt outlet is not available. The sample was collected from localities of South Delhi where the respondents were approached randomly.

3) Collection and Analysis of Data: - To evaluate the objectives of the study, required data were collected from primary source in Delhi region. The questionnaire instrument was used for collecting primary data, which was highly structured & normally undisguised. The questionnaire was designed in such a manner that respondents do not experience difficulty in answering the questions and at the same time the questions were reliable, valid and sensitive. The analysis of the data was done by using statistical tools i.e. Mode, Percentage, Annova, T-test and Chi-square.

Limitations:- As all the research has some limitation this researchs

limitations are researcher is trying to estimate about the population from sample, the research was limited to only South Delhi region and the response of only 104 respondents were collected.

DATA:
RespondentID 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Age Gender Brand Flavour Strawberry Blackberry Blueberry Rasberry Kiwi Mango Pineapple Almonds Walnut Chickoo Pomegranate Oreo Tast Packing Spending Vist Consumption Group Reason Sitting Serving ambience Advertising 22 1 1 5 1 2 4 3 5 1 1 40 4 1 1.5 4 1 2 1 2 22 1 1 3 1 5 4 2 3 1 2 75.5 4 1 4 4 1 3 1 2 22 1 3 2 2 5 1 4 3 1 1 150.5 1 1 1.5 1 2 2 1 2 22 1 1 2 1 3 2 4 5 2 1 75.5 1 2 1.5 2 1 2 1 1 22 1 3 4 1 5 4 2 3 1 2 75.5 4 2 1.5 2 2 2 2 5 22 1 3 6 5 3 2 1 4 1 1 40 4 1 1.5 2 1 2 1 3 22 1 3 1 1 2 4 3 5 1 1 40 12 1 4 4 1 2 1 2 22 2 2 2 1 2 4 3 5 2 1 40 4 1 1.5 2 1 2 1 2 16.5 1 3 2 3 4 2 1 5 1 2 40 4 1 1.5 2 1 2 1 1 22 1 3 1 5 1 2 4 3 1 1 40 4 2 4 2 1 2 1 2 22 2 2 2 1 4 3 2 5 1 2 75.5 7.5 1 4 4 1 2 1 2 35.5 1 1 5 1 4 2 5 3 1 1 40 7.5 1 8 1 1 3 1 4 22 2 2 6 2 4 1 3 5 2 1 75.5 4 1 1.5 2 2 2 1 1 22 1 3 2 3 5 2 4 1 1 2 75.5 7.5 1 4 4 1 2 1 2 22 1 3 2 1 5 4 3 2 1 2 150.5 4 2 4 2 2 2 1 4 22 1 3 2 1 2 3 5 4 1 2 40 1 1 4 3 2 1 1 2 22 2 2 6 1 2 4 3 5 1 1 40 1 1 1.5 3 1 1 1 2 22 2 2 2 1 2 3 4 5 1 1 40 1 1 4 1 2 2 1 5 22 2 2 5 1 2 3 5 4 1 1 75.5 7.5 2 1.5 1 2 3 2 3 22 2 3 6 5 3 1 4 2 1 2 75.5 1 1 4 2 1 1 1 2 22 2 1 1 1 4 2 3 5 1 1 40 4 1 4 2 1 1 1 4 22 1 3 6 3 2 1 4 5 1 2 75.5 7.5 1 4 4 1 4 2 2 22 1 3 2 1 3 2 4 5 2 1 40 12 1 4 2 1 2 1 2 22 2 1 2 1 2 4 3 5 1 1 150.5 1 1 1.5 2 1 2 1 2 22 1 1 6 2 3 4 1 5 1 1 150.5 4 1 4 2 1 2 1 4 22 2 1 4 1 5 2 4 3 1 2 75.5 1 2 4 2 2 4 1 3 22 2 1 3 5 3 1 2 4 1 1 150.5 4 1 1.5 2 1 1 1 3 22 1 3 4 3 2 4 5 1 1 1 75.5 1 1 4 2 1 1 1 2 22 1 3 4 1 3 2 4 5 1 2 40 1 2 4 2 1 2 1 2 22 2 1 3 2 3 4 5 1 1 1 75.5 1 1 1.5 2 1 2 1 3 22 1 1 2 5 4 3 2 1 1 2 75.5 7.5 2 4 2 1 2 1 1 22 1 1 3 1 4 2 5 3 1 1 75.5 4 2 1.5 2 1 2 1 3 22 2 1 2 5 1 2 3 4 1 2 150.5 7.5 2 4 2 1 1 1 3 22 1 3 6 3 5 4 2 1 1 2 75.5 4 2 4 2 2 2 2 2 22 2 1 2 1 3 2 5 4 1 2 75.5 4 2 4 2 1 2 1 2 22 1 3 4 5 4 1 2 3 1 2 40 4 2 4 2 2 3 2 3 35.5 2 1 6 4 5 2 1 3 1 2 75.5 4 2 1.5 4 2 2 1 1 22 2 1 2 1 2 5 3 4 2 1 75.5 4 1 4 2 1 1 1 2 35.5 2 1 6 1 5 4 3 2 1 1 75.5 7.5 2 1.5 4 2 2 2 1 35.5 1 1 3 3 4 5 1 2 1 1 75.5 7.5 2 1.5 4 2 2 1 1 16.5 1 1 2 4 1 2 3 5 1 2 75.5 7.5 2 1.5 1 2 3 2 1 22 2 1 2 4 5 2 1 3 1 1 75.5 4 2 1.5 1 1 2 1 3 22 2 3 6 3 4 5 2 1 1 1 40 4 2 4 2 1 1 1 1 22 1 3 1 1 2 3 4 5 1 1 40 4 2 4 2 2 2 1 1 22 1 3 3 5 1 2 4 3 1 2 75.5 1 1 1.5 2 1 3 1 2 22 2 1 3 4 1 2 3 5 2 1 150.5 4 1 4 1 1 2 1 2 22 1 1 3 1 2 3 3 4 1 1 75.5 1 2 1.5 2 2 1 1 5 35.5 1 1 3 5 3 2 1 4 1 2 150.5 4 1 4 2 1 2 1 2 22 1 1 6 5 3 1 4 2 2 1 150.5 1 2 4 2 1 3 1 2 35.5 1 1 3 4 5 2 3 1 1 1 275.5 4 1 4 1 2 2 1 1 35.5 1 1 3 1 2 3 5 4 1 1 150.5 4 1 1.5 2 1 2 1 2 16.5 2 3 3 4 2 3 5 1 2 1 150.5 1 1 1.5 2 1 3 1 1

53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104

35.5 35.5 22 22 35.5 22 35.5 22 35.5 16.5 35.5 22 22 35.5 16.5 22 35.5 22 35.5 16.5 22 22 35.5 22 22 35.5 22 35.5 22 22 35.5 22 22 22 22 22 35.5 55.5 35.5 22 35.5 35.5 22 22 35.5 16.5 22 35.5 16.5 55.5 35.5 35.5

2 1 1 1 2 1 1 2 1 2 1 1 2 2 2 2 1 2 1 2 1 1 2 2 1 1 1 1 1 2 2 1 2 1 2 1 1 1 1 2 2 2 2 1 2 1 1 1 1 1 1 2

1 3 1 2 2 1 2 1 1 1 2 3 2 3 2 1 2 3 1 3 1 3 2 2 2 2 1 1 1 1 2 2 3 2 3 1 3 1 1 3 2 3 2 3 3 2 1 1 3 2 3 1

4 3 2 3 5 3 3 4 3 2 1 4 6 5 3 1 4 6 2 6 3 3 2 5 6 3 2 1 4 2 5 3 6 3 6 5 2 1 4 6 6 4 3 2 4 6 2 3 4 2 2 1

1 5 1 2 2 4 2 3 3 1 3 2 5 1 4 5 2 3 4 2 3 3 1 4 1 2 4 1 3 2 4 2 1 5 2 4 1 1 5 1 1 3 4 4 4

4 1 3 4 1 5 2

2 4 4 3 4 4 2 1 1 1 2 2

5 2 5 1 3 5 1 2 5 5 1 3 5 2 5 2 4 4 1 3 2 2 4 3

3 3

3 5 3 1 5

2 4 4 1 4 5 5 4 5 3

5 5

5 3 2 2 1 2 4 5

1 2

4 5

3 3 1 4 2 2 3 2 1 5 4 3 5 1 1 2 3 3 2 3 3 5 4 3 2 1 5 4 5 3 4 4 1 3 4 3 3 1 3 4 4 3 3 5 2 4 5 4 4 5 5 5 3 5 4 5 5 3 1 5 4 1

1 5 5 1

1 3 5 4 2 4 1 4 2 5 2 2 4 2 2 5 3 2

4 3 2 2 3 1 5 5 1 5 4 3 1 1 1 2 1 2 3 1

1 5

3 1 2 5 5 2 1

3 4

2 2 1 5 2

2 3 4 2

2 5 4 2

3 3 1

4 4

1 5

2 1 1 2 1 2 1 1 1 1 2 2 1 2 1 2 1 2 2 2 1 1 2 1 2 1 2 1 1 1 2 2 1 2 2 2 1 1 1 1 1 1 2 1 2 2 1 1 2 2 3 3

1 1 1 1 1 2 1 1 1 2 1 2 2 1 2 1 2 1 1 2 1 2 1 1 2 1 1 1 2 2 1 1 1 1 2 2 2 2 1 2 1 2 2 1 1 1 1 2 1 2 2 2

150.5 150.5 75.5 150.5 150.5 40 150.5 75.5 75.5 150.5 150.5 75.5 40 275.5 150.5 75.5 150.5 275.5 150.5 75.5 75.5 150.5 275.5 150.5 75.5 150.5 75.5 75.5 150.5 150.5 40 150.5 150.5 75.5 75.5 40 75.5 40 150.5 75.5 75.5 40 275.5 75.5 75.5 150.5 75.5 150.5 75.5 275.5 75.5 150.5

4 4 4 4 1 1 4 4 4 4 7.5 12 1 12 4 4 4 7.5 4 4 4 4 4 1 4 4 1 4 4 7.5 4 7.5 4 4 4 1 4 1 1 1 7.5 1 12 1 4 7.5 4 1 4 12 4 7.5

1 1 2 1 1 2 2 2 1 1 1 2 2 1 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 2 2 1 1 1 2 2 1 1 2 2 2 2 2 2 1 1 2 2 1 1

4 2 4 4 1.5 4 1.5 4 4 4 8 1.5 4 8 1.5 4 4 4 4 4 1.5 8 8 1.5 4 1.5 4 4 4 8 4 4 4 4 4 1.5 4 8 1.5 1.5 1.5 4 4 8 1.5 1.5 4 1.5 4 4 8 8

4 2 2 2 4 1 4 2 1 1 2 3 4 4 1 3 4 3 1 4 2 4 2 2 1 2 4 4 2 1 2 4 2 2 2 1 2 4 3 4 3 4 3 3 2 2 4 2 1 1 2 3

1 1 1 1 2 1 1 1 1 2 2 1 2 2 2 2 1 2 2 2 1 2 2 1 1 1 1 1 1 2 2 2 1 1 1 1 2 1 1 1 2 1 2 1 1 2 1 1 2 2 1 1

2 4 2 2 1 3 2 2 2 1 3 5 4 2 2 2 1 3 1 4 2 3 2 1 2 1 1 2 1 3 2 2 1 2 4 1 5 3 3 2 2 3 5 4 3 5 2 1 2 5 3 4

1 1 1 1 1 1 1 1 1 1 1 1 2 1 2 2 1 2 2 2 1 1 2 1 1 1 1 1 1 1 1 2 1 1 1 1 2 2 1 1 2 2 1 1 2 1 2 1 1 2 2 1

6 2 4 1 2 4 4 1 4 2 2 3 4 1 2 3 1 1 4 2 2 1 2 4 2 4 2 4 2 2 2 3 2 4 4 1 4 2 3 1 4 3 2 4 3 1 1 4 4 1 1 4

Findings of the Study:

1. Demographic Profile of The Respondents: The analysis of
demographic characteristics of the sample is presented in Table 1. Table 1 shows that the sample was dominated by males in their youth (19-25).Therefore the target customer of the company should be youth that is people in age group of 19-45.

Table 1: Demographic Characteristics of the Sample Frequency Age 15-18 19-25 26-45 46-65 Total Gender Male Female Total 61 43 104 58.65 41.35 100 8 66 28 2 104 7.7 63.46 26.92 1.92 100 Percent

2. Does type of Flavour chosen of frozen yogurt depends upon age:

H0 : The type of Flavour chosen of frozen yogurt does not depend upon age. H1 : The type of Flavour chosen of frozen yogurt does depend upon age. Table 2. Age * Most preferred flavour Cross-tabulation Count plain 16.5 22.0 Age 35.5 55.5 Total 0 5 3 1 9 Most preferred flavour Total chocol blueber strawber Green mango ate ry ry apple 3 2 1 0 2 8 20 14 8 4 15 66 4 9 5 4 3 28 1 0 0 0 0 2 28 25 14 8 20 104

Table 3. Chi-Square Tests Value df Pearson Chi-Square 14.350a Likelihood Ratio 14.826 Linear-by-Linear 1.064 Association N of Valid Cases 104

15 15 1

Asymp. Sig. (2sided) .499 .464 .302

From the Table 2 and 3, it was found that the chi value i.e. 499 > 0.05 at 95% confidence level. Hence, the researcher rejects the alternative hypothesis that the type of Flavour chosen of frozen yogurt does depend upon age. Thus, people in different age groups do not have a particular preference for flavour of frozen yogurt and company should provide all the flavours to its customer.

3. Preference for Toppings:

Table 4 Strawberry Blackberry Blueberry Rasberry Kiwi Mango N Valid 63 45 63 33 30 73 Missing 41 59 41 71 74 31 Mode 1 1 2 5 5 2
a. Multiple modes exist. The smallest value is shown

Pineapple Almonds 45 35 59 69 3 2

Walnut Chickoo Pomegranate Oreo 62 18 27 25 42 86 77 79 a a a 4 3 3 3

Table 4 shows how many people prefer which toppings and from the mode of the preference (1 being most preferred and 5 being least preferred) it can be concluded that 70% people prefer mango and out of it most of people prefer mango as 2nd topping whereas 60% people prefer strawberry and out of it most of them prefer strawberry as 1st preference.

4. Preference of frozen yogurt brand depends upon taste of frozen yogurt:

H0 : The choice of brand of frozen yogurt does not depend upon taste of frozen yogurt. H1 : The choice of brand of frozen yogurt does depend upon taste of frozen yogurt. Table 5. Most Preferred brand of frozen yogurt * You like frozen yogurt to taste Cross-tabulation Count You like frozen Total yogurt to taste sweet tart Cocober 34 11 45 ry Most Preferred brand of frozen Yogurbe 12 12 24 yogurt rry Amul 25 10 35 Total 71 33 104

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Table 6. Chi-Square Tests Value df 4.962a 4.760 .273 104

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

2 2 1

Asymp. Sig. (2sided) .084 .093 .601

From Table 5 & 6 it was found that chi-value i.e. 0.085 > 0.05 at 95% confidence level. Hence, the researcher rejects the alternative hypothesis that the choice of brand of frozen yogurt does depend upon taste of frozen yogurt. From the analysis, it is found that respondents do not select the brand of frozen yogurt based upon how the frozen yogurt tastes i.e. either sweet or tart.

5. The average number of times a respondent goes to frozen yogurt outlet in a month depends upon the service time:
H0: 1=2=3=4=5 H1: 12345 1 : The average number of times a respondent goes to frozen yogurt outlet in a month who strongly agrees that service time plays important role. 2 : The average number of times a respondent goes to frozen yogurt outlet in a month who agrees that service time plays important role. 3 : The average number of times a respondent goes to frozen yogurt outlet in a month who are neutral to service time plays important role. 4 : The average number of times a respondent goes to frozen yogurt outlet in a month who disagrees that service time plays important role. 5 : The average number of times a respondent goes to frozen yogurt outlet in a month who strongly disagrees that service time plays important role.

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Table 7. ANOVA In a month on an average you visit frozen yogurt outlet Sum of Df Mean F Squares Square Between 192.981 4 48.245 7.516 Groups Within 635.516 99 6.419 Groups Total 828.498 103

Sig. .000

From Table 7, it was found that sig. i.e. is 0.00 < 0.05 at 95% confidence level. Hence, the researcher rejects null hypothesis that there is 1=2=3=4=5. From further analysis, it was found that almost 70% of respondents agree that service time is an important factor and therefore the company should focus on providing good service to its customers which will eventually lead to their brand loyalty and help the company to increase its profit.

6. The average number of people in a group depends upon the reason for which they go to frozen yogurt outlet:
H0: 1=2=3=4 H1: 1234 1 : The average number of people in a group who visit frozen yogurt outlet for quick snack. 2 : The average number of people in a group who visit frozen yogurt outlet for hang out with friends. 3 : The average number of people in a group who visit frozen yogurt outlet for affordable luxury. 4 : The average number of people in a group who visit frozen yogurt outlet for health reason.

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Table 8. ANOVA you visit frozen yogurt in a group of Sum of Df Mean Squares Square Between 6.592 3 2.197 Groups Within 360.098 100 3.601 Groups Total 366.690 103

F .610

Sig. .610

From Table 8, it was found that the sig. value i.e. 0.610 > 0.05 at 95% confidence level. Hence we reject our alternative hypothesis that is 1234. From analysis it was found that though the average number of people in group who go to frozen yogurt outlet is same across reason for visit to frozen yogurt outlet but 50% respondents go to hang out with their friends and therefore outlet should be spacious and comfortable.

7. The decision to sit inside the outlet or leave the outlet depends upon the reason the respondents go to frozen yogurt outlet:
H0: The decision to sit inside the outlet or leave the outlet does not depend upon the reason the respondents go to frozen yogurt outlet. H1: The decision to sit inside the outlet or leave the outlet does depends upon the reason the respondents go to frozen yogurt outlet. Table 9. After buying you like * For what reason do you visit frozen yogurt outlet Cross-tabulation Count For what reason do you visit frozen yogurt outlet Total quick hang out affordable for health snack with friends luxury reason sit and enjoy 7 39 5 15 66 After buying just buy and leave you like 11 13 5 9 38 the outlet Total 18 52 10 24 104

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Table 10. Chi-Square Tests Value df 8.464a 8.385 .269 104

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

3 3 1

Asymp. Sig. (2sided) .037 .039 .604

Table 11. You want frozen yogurt ambience to be Frequen Percent Valid Cumulativ cy Percent e Percent welcoming, attractive and 81 77.9 77.9 77.9 Vali friendly d shabby/it doesn't 23 22.1 22.1 100.0 matter Total 104 100.0 100.0 From the Table 9 & 10, it was found that chi-value i.e. 0.037 < 0.005 at 95% confidence level. Hence we reject our null hypothesis that the decision to sit inside the outlet or leave the outlet does not depend upon the reason the respondents go to frozen yogurt outlet. From analysis , it is clear the decision to sit inside the outlet or leave the outlet does depend upon the reason the respondents go to frozen yogurt outlet and 50% respondents go to hang out with friends and 63% respondents like to sit in the outlet also from Table 11, it is interpreted that 77.9% respondents want the ambience of the store to welcoming and friendly therefore the company should ensure that there is proper sitting arrangement, good lighting, good music and overall ambience is attractive in the outlet.

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8. The relation between the average spending and the preference for packing of frozen yogurt:
H0: 1=2 H1: 12 1 : The average spending of respondent who want frozen yogurt to be served from machine. 2 : The average spending of respondent who want frozen yogurt to be packed like ice-cream.

Table 12. Independent Samples Test Levene's Test for t-test for Equality of Means Equality of Mean Sig. (2Std. Error F Sig. t df Differen tailed) Difference ce Equal varianc How es much assume do you d average Equal do you varianc spend es not assume d

95% Confidence Interval of the Difference Lower Upper

0.98

0.325

0.774

102

0.441

9.3034 12.02253 -14.54325 33.15001

0.787

92.946

0.434

9.3034 11.82774 -14.18434

32.7911

From 12, it was found that sig. value i.e. is 0.325 > 0.005 at 95 % confidence level. Hence, the researcher reject the alternative hypothesis that is 12 .Therefore the company Berrylite known whose main usp is that it sells authentic frozen yogurt which is never made from powder should serve the frozen yogurt outlet from machines.

15

9. The relation between the average spending and the respondent response to, will there be increase in consumption if frozen yogurt outlet was easily available?:
H0: 1=2 H1: 12 1 : The average spending of respondent whose consumption will increase if frozen yogurt outlet was easily available. 2 : The average spending of respondent whose consumption will not increase if frozen yogurt outlet was easily available.
Table 13. Independent Samples Test t-test for Equality of Means 95% Confidence Sig. (2Mean Std. Error Lower Upper Sig. t df tailed) Difference Difference .803 -.082 102 .935 -.97111 11.84108 -24.45783 22.51561

Levene's Test for F How much do you average do you spend Equal varianc es assume d Equal varianc es not assume d .063

-.082

98.183

.935

-.97111

11.89643 -24.57864 22.63642

From table 13, it was found that sig. value i.e. 0.803 > 0.005 at 95% confidence level. Hence, the researcher rejects alternative hypothesis that is 12 . From the analysis, it is clear that average spending of respondent whose consumption will increase with respect to average spending of respondent whose consumption will not increase is same therefore the company should open limited number of outlets during launch only in those areas where its target market is more and slowly increase its outlets.

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10. Advertisement:

Table 14. Statistics you came to know In a month on an about current average you visit frozen yogurt frozen yogurt outlet from outlet N Mode Valid Missing 104 0 2 104 0 4.00

How much do you average do you spend 104 0 75.50

From Table 14, it was found that respondents came to know about frozen yogurt brand through friends/family and the average money they spent is 75.5 and average times they visit frozen yogurt outlet is 4 times a month, which shows there is lack of advertising efforts by the brand which affects respondents average amount spend and average times they visit in a month and the company should advertise massively to increase brand awareness and spending.

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Conclusions of the Study:

The term frozen yogurt was first introduced to Indian market when Cocoberry opened its outlet in India in 2009 and since the many more companies have entered in frozen yogurt market and started expanding their outlet throughout the country. Seeing the growth potential Berrylite, the Singapore yogurt major, has decided to open its frozen yogurt chain in India. Berrylite offering includes Frozen Yogurt, Yogurt Parfait, Yogurt Smoothies, Coffee, Tea and Fruit Juices. The main usp of Berrylite is that it is the only company that sells authentic frozen yogurt which is never made from powder and all our products are certified by the National Yogurt Association in USA. Therefore to help the Berrylite to start its business and understand customer buying behaviour the research was conducted in South Delhi region. The primary data was collected of 104 respondents which were stratified accordingly first group was made were frozen yogurt outlet is available and second group was made were frozen yogurt outlet is not available. The variables taken to study consumer buying behaviour were Flavour and Toppings, Availability of Stores, Price, Quality, Service, Ambience and Advertisement. These variables were analysed using Mode, Percentage, Annova , T-test and Chi-square statistical tools. After the analysis of all the data collected, it was concluded that Berrylite should mainly focus on the age group of 19-45 years as these people mostly visit the frozen yogurt outlets. In terms of flavour, the respondents do not have a particular choice, so all the flavours should be available equally. But in case of toppings, Mango and strawberry are the two most preferred options. And whether the yogurt is sweet or tart, it doesnt affect the brand preference of the people. Service plays an important role in the number of visits of the people as is clearly depicted from the survey results. So, the service provided, the staff and the ambience, everything should be well- maintained. Also, most of the people go to these outlets for hanging out with their friends and like to sit and eat in the outlet itself. So, the company should focus on their outlets too and make them spacious and attractive. Berrylite should give yogurts fresh from the machines as the people prefer those yogurts and that will increase their consumption. Also, in the beginning they
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should open limited number of outlets, only in the areas, where the demand is more because the availability of outlets doesnt have much effect on the consumption. But to create awareness among the people regarding the brand awareness and awareness regarding the product and its benefits, Berrylite should advertise massively. Using all these data and information, Berrylite should create their strategies and policies so as to establish themselves well in the frozen yogurt category.

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Annexure:
Questionnaire
Age:

15-18
Gender:

19-25

26-45

46-65

Male

Female

Q. 1) Which brand of frozen yogurt do you most prefer to buy?

Cocoberry

Yogurberry

Amul

Q.2) Which is the most preferred flavour of frozen yogurt?

Plain Mango

Chocolate

Blueberry

Strawberry

Greenapple

Q.3) Out of the following Toppings rank your top 5 preference of toppings (1 most preferred & 5 Least preferred)
Strawberry Kiwi Walnut Blackberry Mango Chickoo Blueberry Pineapple Pomegranate Rasberry Almonds Oreo

Q.4) You like your frozen yogurt to taste?

Sweet
Q.5) You like frozen yogurt to be?

Tart

Fresh from machine

Packed liked ice creams

Q.6) How much average do you spend when you visit frozen yogurt outlet?

30-50

51-100

101-200

201-350

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Q.7) In a month on an average how many time do you go to frozen yogurt outlet?

0-2

3-5

6-9

10-14

Q.8) If frozen yogurt outlet was easily available will it increase your weekly consumption?

Yes

No

Q.9) You visit frozen yogurt outlet in group of?

1-2

3-5

6-10

Q.10) For what reason do you visit frozen yogurt outlet mostly?

Quick Snack

Hang out with friends

Affordable luxury

For health reasons

Q.11) After buying Frozen yogurt you like to?

Sit and enjoy in outlet

You just buy and leave the outlet

Q.12) Service time plays an important role before selecting a frozen yogurt outlet.

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Q.13) You want the frozen yogurt outlet ambience to be?

Welcoming, attractive and friendly

Shabby/It doesn't matter you

Q.14) You came to know about your current frozen yogurt brand through?

Newspaper/ Magzines Internet/ Social Sites

Friends/ Family Tv Ads

Hoardings
Other:

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Bibliography:

1. http://news.indiamart.com/story/frozen-yoghurt-brand-berrylite-eyesindia-expansion-franchise-route-151174.html 2. http://articles.economictimes.indiatimes.com/2011-1130/news/30458816_1_india-entry-restaurant-chain-restaurant-brands 3. http://www.franchiseindia.com/interviews/international/Freezing-profitswith-frozen-yogurt-423/ 4. http://www.cocoberry.co.in/home.aspx?pgid=1 5. http://www.berrylite.com/ 6. http://yogurberry.in/?p=intro.intro 7. http://articles.timesofindia.indiatimes.com/2012-0123/india/30654773_1_ice-cream-market-total-ice-cream-sales-yogurt 8. http://news.indiamart.com/story/amul-eyes-emerging-frozen-yogurtmarket-launches-frozen-yogurt-154100.html

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