Brands Of Ice Cream example essay topic

Marketing Research Introduction: Ice Cream is one of the most popular deserts anywhere in the world. A lot of people favor ice cream particularly on a hot summer day. People from all ages and from all walks of life indulge in this delightful and delectable snack. Even health-conscious individuals prefer to eat ice cream because of its nutritious, calcium-rich content.

In Assumption College school cafeteria, ice cream is one of the few deserts they offer to students. Although students buy it, it is not as 'saleable' as expected. Probably, one of the reasons is because there are only a few options for the consumers to choose from. There are only two brands sold in the school canteen, namely Magnolia and Selecta. This is a matter that led to the topic of this research study. The significance of this study is to make suggestions to the school cafeteria head on how they can better serve the students, faculty and other school personnel as their consumers.

Likewise, the consumers demand to be provided of their wants and needs in terms of the food being served, particularly of their favored ice cream desert. On the other hand, this research only covers a study on what brands of ice cream most Assumption students prefer, as well as their opinions and recommendations about their satisfaction and needs from the cafeteria service. Marketing Research Process I. Marketing Problems and Research Objectives The marketing problem of this study is the inadequate sales of ice cream sold in the school cafeteria. This problem results from the infrequent consumption of ice cream in the cafeteria. An observation that not many Assumption ists purchase ice cream in the school led the researchers to come up with their research objective, which is to determine what brands of ice cream are most preferred by the Assumption students. In conducting the research, a research plan was organized and devised in order to determine the respondents' opinion regarding the marketing problem.

These opinions will serve as the researchers' guide to discern the answer to their marketing problem. II. Research Design 1. Types / Sources of Data The type of data that was used in this research is primary data.

A data in the form of a questionnaire was presented to 57 Sophomore Business students. The researchers found it a little difficult to obtain response from the respondents but after a thorough survey and inquiry cooperation was acquired. Secondary data was also used in reference to the statistical treatment of the study. 2. Research Approach On the other hand, the researchers employed an approach through a survey. Fifty-seven (57) survey forms were given to fifty-seven (57) Assumption Sophomore Business students.

They were asked to answer the questionnaire with their honest opinions so as to enable the researchers to know what brands of ice cream most Assumption students prefer, as well as the reasons that make them choose said brands. 3. Research Instruments In this study, the research instrument used is a questionnaire. A set of questions was handed out to respondents for their answers. The types of questions were both closed-end and open-end questions in order to obtain the information needed and thus better comprehend their viewpoint and recommendations. 4.

Sample Plan a. Sampling Units The researchers conducted a survey with sophomore BSC students of Assumption College as respondents. b. Sample Size The researchers asked the opinions of fifty-seven (57) respondents regarding the survey. Using the Sloven Formula, the total number of respondents was derived: N 1 + Ne = 135 1 + (135) (10%) = 57 where: n - sample size N- total number of sophomore BSC students e - margin of error c. Sampling Procedure The researchers used a probability sampling procedure in order to have equal samples and to avoid biases.

Under probability sampling, cluster random sample was used. The survey was taken by year level and by majors. 5. Contact Method The research was conducted through personal distribution of the survey form to the respondents.. Gathering of Data In gathering the needed information, a method of 'Do it Yourself' was done. The researchers, as a pair, relied on themselves in conducting the study.

Since a primary data was needed, the researchers personally presented the questionnaires to the respondents, tabulated survey results and analyzed research findings. However, it is important to note that this research study is limited only to the school cafeteria of Assumption College. IV. The researchers found out that Assumption students, particularly the sampling units (Sophomore Business students), are not satisfied with the brands of ice cream sold in the cafeteria. As a result, there is an inadequate sale of ice cream in the school cafeteria. Out of 57 respondents, 56 students have answered 'yes' to the question whether they like ice cream or not, while only 1 answered 'no'.

In the Business course, Marketing, there were 12 respondents who like to buy and eat ice cream often. The Management course, with 14 respondents and Entrepreneurship students likewise often consume ice cream, while the International Business students, which comprised of 14 respondents, always buy and eat ice cream. On one hand, the 5 respondents from the Management Information System course resulted to a tie of 'always' and 'often' in terms of frequent buying of ice cream. However, the 4 Accounting respondents with 3 ice cream lovers (1 has terminated the survey), had chosen 'often' in purchasing ice cream. In the survey conducted, the 5 leading brands most respondents prefer are the following: o Selecta, which gained 50 responses from the sample size o Magnolia, gained 37 responses o Dairy Queen, with 26 responses o Haagen Daaz, obtained 24 responses o Baskin Robbins, with 22 responses In spite of the 2 most favored brands that resulted in the survey, and are also sold in the cafeteria, doesn't mean that the cafeteria satisfies the needs and wants of the students.

The top 3 product attributes of ice cream looked for by the respondents o Taste, which obtained 56 responses o Quality, with 27 responses o Texture, 23 responses The students buy ice cream based on their personal choice. They consider the contents of an ice cream more than the influence of advertisements, nutritional facts and other similar factors. In the aspect of the place where the respondents usually buy ice cream other than at the school canteen is the supermarket which had 37 answers. In fact, some don't even buy ice cream in the school cafeteria since the choice of brands is too limited. On the other hand, it really doesn't matter on what time of the day the respondents buy or eat ice cream since most have answered that they only do so when they feel like eating or craving for ice cream. With regards to the price, the amount the respondents are willing to spend in buying ice cream is ranging from P 26.00-P 50.00.

Moreover, there are those who disregard the price as long as they are satisfied with the product. In fact, the study showed that if suggested brands would be available in the cafeteria, they would agree to pay a higher price. The ice cream sizes that the students prefer most are 1/2 gallon and ice cream cone. This is a factor that the cafeteria should consider in order to improve their sales since it is the consumers' choice.

Basically, majority of the respondents are not satisfied with the brands of ice cream sold in the canteen. To enumerate some reasons why they are not satisfied are: o "What I prefer is not sold" o "I need more choices"; "limited / few choices" o "Few choices & too expensive"; "costs too much" o "they only acquire a certain brand of ice cream" o "it all tastes the same, they should add more" Respondents have suggested different brands of ice cream to be sold in the cafeteria such as Haagen Daaz, Dairy Queen, Baskin Robbins and Arce. Lastly, the comments respondents have about ice cream are: o "Ice Cream adds to my bulges" o " " ; "Sarah" o "Ice Cream, I like"; "I love Ice Cream & besides I love Dess & Mel" -- -julie o "It's a good source of calcium so it's a healthy alternative for milk" o "Ice cream, though it is a desert, is high in nutrients because it contains milk. And milk is a good source of calcium.

I think that ice cream is the healthiest snack". Respondents also feel that locally made ice creams compared to imported ones are cheaper, less authentic and innovative. Although local ice cream could be as competent and delicious because it almost reaches the same quality and taste.

Bibliography

Lehmann, Donald R. (1989). Market Research & Analysis. 3rd Ed. USA: R.R. Donnelley & Sons Co.