Slide 1: A research on the factors that
motivate consumers to choose a brand of ice-cream:
An analysis on the brand preferences among parents in Malaysia
MARKETING MANAGEMENT BMMK 5103 Prepared by: ROHANI SHAFIE (CGS00531101) SEOW SWEE MIEE(CGS00528301)
Slide 2: MARKETING MANAGEMENT Table BBMK 5103 of Content
1. 2. 3. 4. 5. 6. 7. 8. 9.
Introduction - Market Trend & Sales Trend Research Problems Research Objectives Research Questions Research Justifications Research Scope & Limitation Underpinning Theory – Theory of Planned Behavior Research Framework & Relationship of Dependent variable & independent variables Research Methodology
10. Research Results & Findings – Demographic 11. Conclusions 12. Recommendations 13. Future Research
Slide 3: 1. Introduction - Marketing Trend
• There are varieties of ice cream products in Malaysia such as Walls, Nestle, Baskin Robbin, Haagen-Dazs and others. • In ice cream industry, consumers will be influenced by many factors in choosing ice cream brands. According to Euromonitor International 2009/2010, sales of ice cream increasing in Malaysia due to disposable income increased. • Ice cream parlours restaurant become popular due to the lifestyle enjoyment and experience i.e. Haagen-Dazs and Baskin-Robbins. Constantly introducing the new taste of ice cream flavors and attractive serving environment to customers. • Ice cream manufacturers are also focused on middle-income consumers for bulk ice cream and multi-pack ice cream. Supermarkets and hypermarkets are running attractive special offer regularly during the festive season, school holiday & etc. • Ice cream in bulk purchase is increasing due to the price cheaper than others type of ice cream.
Slide 4: 1. Introduction (sales chart)
(1.1) Sales of Ice Cream : Volume 2005 – 2010
•‘000 litres •2005 34,492.28 •2006 40,693.36 •2007 41,749.48
*Based on Euromonitor International Report 2009 & 2010
•2008 42,946.99
•2009 44,081.07
•2010 45,203.23
•Sales of Ice Cream : Volume
(1.2) Ice Cream Company share : Percentage 2005 - 2009
% retail value rsp 2005 29.05 31.11 8.41 11.81 5.12 2006 29.41 31.50 8.25 10.73 5.98 2007 30.14 32.02 8.40 8.91 6.10 2.80 2008 30.32 31.83 8.63 8.24 6.52 2.71 2009 32.25 31.27 8.68 7.12 7.08 2.56
Unilever (M) Holding Sdn Bhd Nestle (M) Sdn Bhd King’s Creameries (M) Sdn Bhd F&N Dairies (M) Sdn Bhd Golden Scoop Sdn Bhd HD Marketing & Distribution S/B
* Golden Scoop Sdn Bhd is the distributor for Baskin-Robbins and
HD Marketing & Distribution Sdn Bhd is distributing Haagen-Dazs in Malaysia
(1.3) Ice Cream Brand Share (By Global Brand Name) : Percentage 2005 - 2009
% retail value rsp 2005 8.6 8.4 9.5 5.8 5.8 2006 8.7 8.2 6.0 8.9 5.8 5.9 2007 9.2 8.4 6.1 8.8 6.0 6.2 2008 9.3 8.6 6.5 8.2 6.1 6.1 2009 9.3 8.7 7.1 7.1 6.5 6.3
Nestle King’s Baskin-Robbins Magnolia Cornetto Wall’s
Slide 5: 2. Research Problems
1 . Many studies have done from the children perspective towards ice cream
2. Unable to search significant information from internet in regards to insight on parents’ perspective.
Slide 6: 3. Research Objectives #1
1 . To identify the factors why parents love ice cream and factors selecting ice cream brands
2. To find out the factors that influence parents to consume brand ice cream
3. To analyze the relative significant of other factors and may lead to the better quality service
4. To understand the pattern of parents purchasing behavior
5. To study the importance of nutrition fact of ice cream to parents
Slide 7: 3. Research Objectives #2
6. To analyze the personal preference of parents to ice cream whether is similar to the children
7. To find out type of communication that creates awareness of ice cream to parents
8. To investigate the channels of information which motivate parents to buy ice cream
9. To explore how healthy ice cream will be effective to the parents
Slide 8: 4. Research Questions
1 . What are the general overviews of parents on ice cream brands? 1 . What are the factors that influence parents to purchase ice cream and brands? 1 . Will the ice cream advertisement and children influence the parents’ purchasing and decision making? making 4. Is Ice cream an unhealthy food and contributing the problems that parents need to prevent their children for eating their favorite ice cream ?
Slide 9: 5. Research Justification
*Based on Euromonitor International Report 2009 & 2010
1. Ice cream sales grew by 3% and contributing RM548.6m
Sales of Ice Cream : Value 2005 – 2010
(Euromonitor International Report 2010)
RM Million
2005
455.32
2006
475.54
2007
498.07
2008
523.27
2009
534.84
2010
548.60
Sales of ice cream : Value
1. Ice cream parlour restaurants become popular due to many flavours have been introduced & dining environment
Sales of Ice Cream Parlours by category: Value 2005 – 2010
(Euromonitor International Report 2010)
RM Million
2005
32.01
2006
37.42
2007
43.76
2008
46.65
2009
48.92
2010
54.64
Sales of ice cream Parlours: Value
Slide 10: 6. Research Scope & Limitation
1 . The study will be confined to 48 parents and based at various locations in Klang Valley 2. The study was conducted in Klang Valley, Malaysia and Valley any other countries will not be areas of investigations 3. Limited study timeframe from January 2011 until to mid March 2011 4. Other researchers on any other brands of foods will not be considered in this research 5. The study was conducted in Klang Valley, Malaysia and any other countries will not be areas of investigations
Slide 11: 7. Underpinning Theory – Theory of Planned Behavior
The Theory of Planned Behavior (TPB) from Ajzen, I. has been applied into this research.
* This theory provides a framework to study attitudes toward behaviors
Slide 12: 8. Research Framework & Relationship of DV & IV
The ice cream purchase is dependent variable and the independent variables are grouped into five categories which comprising as at below :
Independent Variable (IV) Dependent Variable (DV)
.
* Relationship between dependent and independent variables
- The independent and the dependent variables are interrelated to each other. - Researcher could measure the results and come up with conclusions that are very accurate.
Slide 13: 9. Research Methodology
The overview of methodology for this research: Research instrument • Data Collection
- sourced/modified from Question Pro.com, AC Nielson and Euromonitor International
Exploratory Research
Sampling & population • 48 respondents – 21 to 60 years old
• All parent with & without children • survey done in Klang Valley • 100% returns on questionnaire given
• Survey Instrument
- Questionnaires prepared. 25 questions - Comprising of 6 sections
1. 2. 3. 4. 5. 6. Demographic profile of Parents Personal Interest of Parents Buying Behavior of Parents Consumption Pattern of Parents Nutrition Perception of Parents Advertisement influence to Parents
Sampling technique • Utilized Convenience Sampling
• non-probabilities sampling • self-administered questionnaire
Analysis tools • Data Analysis
- Utilized The Statistical Package for Social Science (SPSS for Window)
• Secondary Data
- related published articles, industry reports, journals and books
Slide 14: 10. Result & Findings - Demographic
• Total 48 respondents participated the survey • Return rate of the survey form is 100% • The summary of Demographic Profile of the respondents is as below:
Slide 15: 11. Conclusion #1
*Based on the result & finding from the survey
What are the general overviews of parents on ice cream brands? • 72.92% like ice cream → HAPPY MOMENT • 20.48% quoted that ice cream → MY FAVORITE DESSERT • Key preferred flavors → VANILLA & CHOCOLATE • Top 3 preferred brands → WALLS, NESTLE & HAAGEN-DAZS • Top 3 Behavioral Consumption Pattern
Basic Ice Cream Lover 35.42% Ice Minimalist 27.08% Ice Cream Value Maximizer 20.83%
• 31.25% prefer new experiences & enjoyment →ICE CREAM PARLOURS
• 4.12% expect more channel development → ICE CREAM PARLOURS
Slide 16: 11. Conclusion #2
*Based on the result & finding from the survey
What are the factors that influence parents to purchase ice cream and brands?
• 64.58% prioritize CONTENT of ice cream during purchase • 22.92% influenced by PRICE • Other factors → ADVERTISEMENT, PROMOTION, NUTRITION & HOT WEATHER • 45.83% normally buy ice cream → for WHOLE FAMILY • 29.17% specially buy for → CHILDREN • Experiential Marketing → Influence unplanned + planned PURCHASE
- Free food tasting - Normally at super/hyper market - especially for parents in the cities
Slide 17: 11. Conclusion #3
*Based on the result & finding from the survey
Will the ice cream advertisement and children influence the parents’ purchasing and decision making? • 72.92% aware on ice cream information from → TELEVISION • Other source of information → Pamphlet & Words of Mouth (WOM) • Free Sample tasting → effective & trigger the unplanned purchase • Children request and demand → influence parent & family decision • Ice Cream → a form of REWARD to children after completing the job given • TV Advertisement → INCREASE purchase request of children • Level of influencing of children depend upon their :
Family Communication Pattern Parenting Style Development stage
Slide 18: 11. Conclusion #4
*Based on the result & finding from the survey
Is ice cream an unhealthy food and contributing the problems that parents need to preventing their children for eating their favorite ice cream?
• 60.42% having intention to buy → HEALTHY ice cream • 52.08% will pay extra money for healthy ice cream → at the range of RM5-RM10 • 50% like to see more HEALTHY ice cream in the market • other expectations in ice cream industry → more Choice on NEW FLAVORS → LOWER PRICE • Parent influence children on → EATING experiences and environment
Slide 19: 12. Recommendation #1
The researcher hopes that the ice cream manufacturers and marketers of various companies could benefit from the following suggestions:-
1. MORE studies on the differences of needs, expectations and satisfactions of parents and children.
2. IMPROVE & STRENGTHEN every touch points of customer.
- Moment of Truth (MOT) is a influential and powerful elements in customer service
3. Leverage on experiential marketing, in-store display & merchandising activities.
- encouragement and engagement on communication with consumers - promote healthy ice cream in order to change the perception
Slide 20: 12. Recommendation #2
The researcher hopes that the ice cream manufacturers and marketers of various companies could benefit from the following suggestions:-
4. To carry honest and accurate message in ice cream advertisement
- No wrong interpretation of nutrition benefits to customers.
5. Value-added INNOVATION to consumers.
- expand demand of health and wellness food. - reduce fat & sugar offerings - calcium-enriched ice cream products
6. Leverage ethical positions & differentiate products from others rivals.
Slide 21: 13. Future Research
The researcher would like to propose areas that can be explored as followings:
The future research should be
1. carried out on the wider scope of sampling in Malaysia such as more respondents in the survey. 2. conducted with respondents from various region such as covering more states by region. (North, Centre, south, east coast and east Malaysia) 3. carried out towards the comparison of parent and children between their needs and expectation on ice cream.
Slide 22: 13. Future Research
The researcher would like to propose areas that can be explored as followings:
The future research should be
4. specified the comparison of parent and adolescence between their needs and expectation on ice cream. 5. conducted with an ample timeframe in order to get the accurate data and information.
Slide 23: Good Life. Good Food with Ice
Cream
Thank you
