Welcome To Everyone

Consumers Liking of Ice-Cream: Combining Product

Characteristics with Consumer Characteristics
Miss. Aysha Begum
Ms. in Agricultural Economics ( Agribusiness & Marketing)
Id. No.: 17ABM-Jd16M
Reg. No.: 47345
Department of Agribusiness & Marketing
Bangladesh Agricultural University

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Supervisor
Dr. Md. Salauddin Palash
Associate Professor,
Department of Agribusiness &
Marketing, BAU.
Bangladesh Agricultural
University, Mymensingh-2202.
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Co-Supervisor
Dr. Md. Akhtarul Alam
Associate Professor,
Department of Agricultural
Statistics, BAU.
Bangladesh Agricultural
University, Mymensingh-2202.
 Outline of the Presentation
 Background of the study
 Justification of the study
 Objectives of the study
 Research question
 Review of literature
 Research methodology
 Time frame
 Expected outcome

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 Background of The Study

 Consumer characteristics help to identify target

group using market segmentation.
 demographics (age, gender, race, income etc.),
 psychographics (what do people buy – by beliefs,
opinions, values and emotions),
 Geographic's (metropolitan area, climate,
population density) and
 behavioristic (like attitude, purchase occasion, user
status, benefits sought, loyalty rate).

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 Background of The Study

 Product characteristics will be combined with consumer

characteristics to understand how age, sex and income of
consumer influence and determine buying and eating behavior
of ice cream.
 Product characteristics of ice cream includes factors like
quality, variety, availability, brand and hygiene factors are
considered.
 This study will try to show how these product characteristics
combined with consumer’s age, sex and income influence
consumers buying and eating behavior of ice cream.

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 Justification of The Study
 First ice creams appeared in ancient Persia, some 2500
years ago.
 Ice cream is a frozen dessert, usually made from dairy
products, such as milk and cream, and often combined
with fruits or other ingredients and flavors.
 Present study will identify some sensory attributes of ice
cream which attract consumers to buy.
 Combining demographic factors with product factor of ice
cream is a less studied issue . So this research has been
designed to add new insights into ice cream’s market
situation analysis.

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 Research Question
 What are the sensory attributes of ice cream?
 Is there any influential impact of these attributes upon
consumer’s acceptance ?
 Is age of consumer can influence on their buying &
eating behavior?
 Is gender of consumer can influence on their buying
& eating behavior?
 Is income of consumer can influence on their buying
& eating behavior?
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 Objectives of The Study

The specific objectives of this study are the following:

1. To identify and explore the sensory characteristics that
drive consumer liking of ice-cream.
2. To identify factors that influence purchase decision of
consumer.
3. To explore the relationship between consumers
characteristics and their preferences for ice-cream.

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 Hypothesis
Objective One & Two don’t need any hypothesis.
Objective Three:
 H1: Consumers’ purchasing responsiveness to ice
cream samples differs based on age.
 H2: Consumers’ purchasing responsiveness to ice
cream samples differs based on gender.
 H3: Consumers’ purchasing responsiveness to ice
cream samples differs based on household income.

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 Review of Related Literature
Research done ( Author & Title)
Juliana et Al. (2016) conducted a
study on “Characterization and
evaluation of sensory acceptability of
ice creams incorporated with beta-
carotene encapsulated in solid lipid
microparticles”
SARAH (Mar 2014), in her PhD
Thesis Studied “Ice cream: an
approach considering formulation
microstructure and eating behavior”
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Topic covered
This study found that ice creams were
characterized in terms of proximate
composition, pH, total soluble solids,
instrumental colorimeter, and overrun
values.
The study to understand how the
complex microstructure influences the
eating behavior of the consumer
requires an interdisciplinary
collaboration between Chemical
Engineering and Psychology
 Review of Related Literature
Research done ( Author & Title) Topic covered
C. ANIRVINNA (2011), Conducted a this study found that one market
study on “a tropical country which is which is expected to make a brisk
cool to ice creams!” business in the summer is none other
than ice-cream.
Hoda et al. (2015), published a paper They showed the effect of different
on the international journal of prebiotics (inulin, lactulose and
ChemTech Research namely Fructo-oligosaccharides). They also
“Production of Symbiotic Ice Cream” said that functional foods are those
that promote health benefits beyond
basic nutritional functions, when
consumed in usual diet.

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 Research Methodology

Selection of the study area

 Urban and Rural areas of Sylhet district
Selection of sample and sample size
 People of all age and income group including male and
female will be selected as sample to get a diversified
data so that I could make a generalized comment.
 A total of 100 sample , 50 male & 50 female will be
selected as sample of the study.

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 Research Methodology

Sampling Technique
 The three main types of data collected for a qualitative
research include in-depth interviews, direct observation
and written documents.
 Purposive or purposeful sampling is the most common
type of sampling.
 Some data will be gathered from urban Sylhet that means
Sylhet Sadar and some from rural areas of two upazila of
Sylhet namely Kanaighat and Jaintapur.

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 Research Methodology

Data Collection Tools

 The study will mainly based on primary data.
 Data are mainly qualitative.
 A semi-structured questionnaire will be prepared
according to the objectives of the study.
 The interview schedule will be pre-tested.
 The interview schedule will be developed after making
necessary correction, modification and adjustment.

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 Research Methodology

Analytical technique
Objective 1: To identify and explore the sensory
characteristics that drive consumer liking of ice-cream.

Analytical Technique: I will use 9-point hedonic scale to

evaluate ice creams sensory attributes like flavor, taste,
color, and global acceptance etc.

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 Research Methodology

Analytical technique
Objective 2: To identify factors that influence purchase
decision of consumer.

Analytical Technique: A semi structured questionnaire to

identify main demographic factors that influence purchasing
decision of ice cream.

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 Research Methodology

Analytical technique
Objective 3: To explore the relationship between consumers
characteristics and their preferences for ice-cream.

Analytical Technique:
A 5-point likert scale with 10 positive and negative
statement will be used
Where, 1= Strongly Disagree
5= Strongly Agree
and 3= Neutral/ neither agree nor disagree

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 Expected Outcomes
 The study will try to identify some sensory
characteristics of ice cream which influences
consumers purchasing behavior.
 The study will explore the gender influence upon a
comfort food like ice cream.
 The study will also explore the age wise classification
of ice cream consumer focusing on their frequency of
buying ice cream.
 The study will explore an income wise classification
of ice cream consumer.
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 Work Plan
Activities months

June July Aug. Sept. Oct. Nov. Dec.

Literature
Review and
other desk
work
Proposal
presentation
Questionnair
e preparing
& testing
Data
collection &
entry
Thesis
writing &
submission

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 References
 Juliana G. d. L., Thais C. B., Samantha C. d. P.(2016), “Characterization and evaluation of
sensory acceptability of ice creams incorporated with beta-carotene encapsulated in solid lipid
microparticles”, Food Science and Technology, Received 17 May, 2016, Accepted 08 Nov.,
2016, Department of Food Engineering, School of Animal Science and Food Engineering,
University of São Paulo – USP, Pirassununga, SP, Brazil, Food Sci. Technology, Campinas,
36(4): 664-671, Oct.-Dec. 2016. Corresponding author: samantha@usp.br
 SARAH M. S., “ICE CREAM: AN APPROACH CONSIDERING FORMULATION
MICROSTRUCTURE AND EATING BEHAVIOUR”, A thesis submitted to The University of
Birmingham for the degree of doctor of philosophy, School of Chemical Engineering, The
University of Birmingham, March 2014.
 C. ANIRVINNA (2011), “A TROPICAL COUNTRY WHICH IS COOL TO ICE CREAMS!”
Annals of the University of Petroşani, Economics, 11(4), 2011, 13-22 13.
 Hoda S. , EL-Sayed, Heba H. S. and Samah M. (2015), “Production of Synbiotic Ice Cream”,
Dairy Science Department (Dairy Microbiol. & Chem. Labs.), International Journal of
ChemTech Research, National Research Center, Cairo, Egypt, CODEN (USA): IJCRGG ISSN:
0974-4290, Vol.7, No.01, pp 138-147, 2014-2015.

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