“A STUDY ON EFFECTIVENESS OF ADVERTISEMENT ON

CONSUMER BRAND PREFERENCES WITH REFERENCE TO

MERIIBOY ICECREAMS”
PROJECT REPORT

Submitted in partial fulfillment of the requirement for the award Degree

MASTER OF BUSINESS ADMINISTRATION

University of Calicut
Thenhipalam, Malappuram District, Kerala
Pin code: 673 635, India
By
SREELAKSHMI RAJEEV
YPAUMBA054
Under the guidance of
Fr. AJO MOOTHEDAN

Naipunnya Business School

Pongam, Koratty East, Thrissur
2020-2022

I
 UNIVERSITY OF CALICUT
BONAFIDE CERTIFICATE

Certified that this project report “A STUDY ON EFFECTIVENESS OF

ADVERTISEMENT ON CONSUMER BRAND PREFERENCES WITH
REFERENCE TO MERIIBOY ICECREAMS” is the bonafide work of Mr.
SREELAKSHMI (YPAUMBA054) who carried out the project work.

Pongam, Koratty East Prof.(Dr.JacobPM)

Date: Director, NBS

II
 UNIVERSITY OF CALICUT
BONAFIDE CERTIFICATE

Certified that this project report “A STUDY ON EFFECTIVENESS OF

ADVERTISEMENT ON CONSUMER BRAND PREFERENCES WITH
REFERENCE TO MERIIBOY ICECREAMS” is the bonafide work of Mr.
SREELAKSHMI (YPAUMBA054) who carried out the project work.

Pongam, Koratty East Fr. Ajo Moothedan

Date: Project Guide

III
IV
 DECLARATION

I, Sreelakshmi Rajeev, hereby declare that the Project Report entitled “A study on the
Effectiveness of Advertisement on Consumer Brand Preferences with reference to
Meriiboy Ice Cream” has been prepared by me and submitted to the University of
Calicut in partial fulfillment of requirements for the award of the Master of Business
Administration is a record of original work done by me under the supervision of Fr. Ajo
Moothedan of Naipunnya Business School, Pongam, Koratty East, Thrissur.
I also declare that this Project work has not been submitted by me fully or partly for the
award of any Degree, Diploma, Title, or recognition before any authority.

Place:Pongam,Thrissur SREELAKSHMI RAJEEV

Date: YPAUMBA054

V
 ACKNOWLEDGEMENT

This study would not have been complete without acknowledging my sincere gratitude to
all those who helped me morally, socially, and or kind to bring out this Project report
successfully. Firstly, I wish to express my sincere thanks to God who showered blessing
on me and provided me with physical strength, confidence, courage, inspiration, and
interest throughout the period of my study.

I would like to express my sincere gratitude to Fr. (Dr.) Paul Kaithottungal, Executive
Director, NBS for providing me with the necessary sanction required for the study.

I wish to express my sincere gratitude to the Head of the Department, Dr. Jacob P M. for
the constant encouragement, profound advice, and supervision of this research project.

I am deeply indebted to my lecturer and Guide, Fr. Ajo Moohedan for his esteemed
guidance, expert observations, and timely advice for this study and also express my
thanks to the rest of my dear teachers in our department for their beloved advice and kind
cooperation.

With great pleasure, I express my sincere thanks to Ms. Aparna (HR of Meriiboy, Kerala)
who is generous in providing me an opportunity to undertake this study in this reputed
organization.

I am thankful to all who have contributed directly or indirectly to the compilation of this
project. I would also like to thank my dear parents and friends who helped me with the
successful completion of the project.

Pongam, Koratty SREELAKSHMI RAJEEV

Date: YPAUMBA054

VI
 ABSTRACT

The purpose of this study is to “A STUDY ON EFFECTIVENESS OF

ADVERTISEMENT ON CONSUMER BRAND PREFERENCES WITH
REFERENCE TO MERIIBOY ICECREAMS”. A sample of 130 responses was
surveyed through an online questionnaire. For this research report, percentage analysis
was used and the method of research that was used is descriptive research. For this
research report, Google Forms & MS excel were used. On the basis of data collection &
analysis, we understood the Effectiveness of Advertisements on Consumer Brand
Preferences with reference to Meriiboy ice-creams. This is all I have displayed in my
project to fulfill the objective of my research.

VII
 TABLE OF CONTENTS

Sl No Title No

CERTIFICATE FROM DEPARTMENT ii

1

CERTIFICATE FROM GUIDE iii

2

COMPANY CERTIFICATE iv
3

DECLARATION v
4

ACKNOWLEDGEMENT vi
5

ABSTRACT vii
6

TABLE OF CONTENTS viii

7

LIST OF TABLES x
8

LIST OF FIGURES xiii

9

VIII
Chapter No. Title Page No.

1 INTRODUCTION 1-47

2 LITERATURE REVIEW 48-72

3 RESEARCH METHODOLOGY 73-78

4 DATA ANALYSIS 79-97

5 DISCUSSION 98-103

APPENDIX 103-109

IX
 LIST OF TABLES

Table No. Title Page No.

4.1 Gender of Respondents 81

4.2 Age of Respondents 82

4.3 Factors that influence people to choose Meriiboy Ice 83

cream

Main sources of information about Meriiboy

4.4 84
Icecream

4.5 Influence of Meriiboy ice cream advertisement on 85

consumer behavior

4.6 Advertisement – Brand Name Recall Factors 86

X
4.7 Consumer rating of Meriiboy Ice-cream 87
advertisements

4.8 Reach medium of offers/ schemes offered by 88

Meriiboy ice creams

4.9 Offers provided during the purchase of Meriiboy ice 89

cream

4.10 Advertisements helping consumers in registering 90

Meriiboy ice creams Brand Image

4.11 Meriiboy product and advertisement quality promises 91

according to consumer

4.12 Celebrity influence in Meriiboy advertisements 92

4.13 The most catchy theme ofMeriiboy advertisement 93

according to consumer

4.14 94
Meriiboy Advertisement Frequency

XI
 4.15 Meriiboy Advertisement Engagement according to 95
consumer

4.16 Meriiboy Advertisement platform split according to

consumer 96

4.17 Consumer Satisfaction – Meriiboy Product Purchase 97

XII
 LIST OF FIGURES

Table No. Title Page No.

4.1 Gender of Respondents 81

4.2 Age of Respondents 82

4.3 Factors that influence people to choose Meriiboy Ice 83

cream

Main sources of information about Meriiboy

4.4 84
Icecream

4.5 Influence of Meriiboy ice cream advertisement on 85

consumer behavior

4.6 Advertisement – Brand Name Recall Factors 86

4.7 Consumer rating of Meriiboy Ice-cream 87

advertisements

XIII
4.8 Reach medium of offers/ schemes offered by 88
Meriiboy ice creams

4.9 Offers provided during the purchase of Meriiboy ice 89

cream

4.10 Advertisements helping consumers in registering 90

Meriiboy ice creams Brand Image

4.11 Meriiboy product and advertisement quality promises 91

according to consumer

4.12 Celebrity influence in Meriiboy advertisements 92

4.13 The most catchy theme of Meriiboy advertisement 93

according to consumer

4.14 94
Meriiboy Advertisement Frequency

4.15 Meriiboy Advertisement Engagement according to 95

consumer

XIV
4.16 Meriiboy Advertisement platform split according to
consumer 96

4.17 Consumer Satisfaction – Meriiboy Product Purchase 97

XV
 CHAPTER:01
INTRODUCTION
1.1 INTRODUCTION

The term advertising comes from the Latin word "advertere," which means to get the
attention of. Therefore, advertising is a tool that businesses use to get the attention of
buyers and the general public on any object or purpose. Advertising is used in all
countries of the world. The basic goal of advertising is to promote the advertiser's
product. Advertising is an effective marketing tool and an integral part of overall
advertising activity. Advertising is almost everywhere in our daily lives. Its shape and
role are controversial and admired. About 4,444 people see advertising as a mirror and as
the creator of culture. Even though the ads bring new sounds to the symbols that shape
their function, the words and images reflect the present and the past. Others say that
advertising is a purely economic activity aimed at one purpose, that is, to sell. Many
advertisers and agencies believe advertising "creates magic in the market." Many
companies consider advertising an effective medium because it can attract consumers'
attention. Advertising can lead people to a particular perception of a specific product.
This can affect consumer purchasing decisions. In other words, ads can reach market
goals. Compared to other communication combinations, advertising since a much cheaper
way to reach target customers' reach span Uses mass media. Advertising can use complex
visual and emotional tools to increase the persuasiveness of the message.
The relevance of advertising is that it is the most effective way for reaching mass
audiences, create awareness, and build brand preferences. In general, advertising has two
objectives namely, Behavioral or action objective and Sales objective. From the
behavioral point of view, it is an important tool that influences buyer behavior of
consumers. It is an accepted fact that all behavior starts with motivation. Advertising
motivates people by arousing or stimulating their dormant needs that activate behavior.
Advertising can effectively arouse both biogenic and psychogenic needs. An
intellectually planned advertisement can be the door opener in the decision-making
process in buying. Here, the researcher's concern was not to study Consumer Behavior
but only to measure the effect of advertising on consumers. That too, Consumer Behavior
related to purchasing consequent on advertising exposure was the relevant area of the
study. In fact, the very goal of all advertising is to influence peoples' attitudes and buying
Behavior. To succeed in marketing, advertisers need to understand what makes people
behave the way they do. That involves the study of Buyer Behavior-the activities, actions,
and influencers or people who purchase and use goods to satisfy their personal or
household needs and wants. Advertising effectively uses the information and knowledge
gained from the behavioral sciences to motivate, modify or reinforce consumer
perceptions, beliefs, attitudes, and behavior.
That too, Consumer Behavior related to purchasing consequent on advertising exposure
was the relevant area of the study. In fact, the very goal of all advertising is to influence
peoples' attitudes and Buying Behavior. To succeed in marketing, advertisers need to
understand what makes people behave the way they do. That involves the study of Buyer
Behavior-the activities, actions, and influencers or people who purchase and use goods to
satisfy their personal or household needs and wants. Advertising effectively uses the
information and knowledge gained from the behavioral sciences to motivate, modify or
reinforce consumer perceptions, beliefs, attitudes, and behavior. To accomplish this,
advertising people are to be conscious of and monitor peoples' attitudes, values, likes and
dislikes, habits, fears, wants, and desires. Advertising techniques are to be changed
according to the behavioral characteristics of large groups of people because these give
the directional force to any advertising aimed at those groups. There are two steps in
understanding the relationship between Consumer Behavior and Advertising. First, it is
important to realize the complexity of human behavior-how the extensive variety of
influences that affect it. Second, there is a need to understand how marketers capitalize
on these influences by clustering consumers who tend to behave in the same way.
Viewing from the angle of psychology in advertising, the study of Consumer Behavior is
knowing who are consumers, the influences of advertising on their behavior, why they
behave in the manner they do, and how these influences can be exploited in our favor.

Consumer Behavior, by definition, is the decision process and physical activity of making
a purchase. Many things that were considered luxuries till about ten years ago have
become necessities for most people today. In the case of household goods consumption, it
has also happened, as refrigerators were a luxury once becoming a necessity. The present
study is focused on the effect of advertisement on the purchase behavior of consumer
durables in Kerala. Advertisements play an important role in the economy of Kerala
because the State has been in a stage of transition from the status of a producer to a
consumer. Most of the requirements of the State, especially in the case of consumer
durables are met by the supplies from outside.

1.2 PROBLEM STATEMENT

Meriiboy brand is facing tough competition against the other ice cream brands. It is
essential for them to identify their competitors and adopt an appropriate strategy in
advertising and sales promotion to capture the market. Identifying the customer
perception of their products plays an essential role in the further development of the
brand. Through this study, I would like to find out the Effectiveness of Advertisements on
Consumer Brand Preferences with reference to Meriiboy Ice Cream (NutriCreams private
limited). This study aims at determining the factors of advertisement that are taken into
consideration by the consumer for purchasing various products of a brand.

1.3 RELEVANCE OF THE STUDY

The study is helpful in understanding the various types of behaviors and preferences
shown by customers. It also allows us to learn about people's preferences for
advertisements taking into account various factors like gender, age, demography, etc... In
addition, we come to know about people's attitudes about Advertisements and
promotions.

1.4 SIGNIFICANCE OF THE STUDY

Advertising for businesses has become a trend in India, as well as a winning formula for
company image building and product promotion. Associating a brand with a well-known
celebrity may do more than just increase brand recall. It can establish connections, and
attractiveness, therefore bringing new and refreshing aspects to the business image. Thus,
the current study attempts to analyse the Effectiveness of Advertisements on consumer
Brand Preferences with reference to Meriiboy Ice Cream. The findings of the study will
be useful and serve as a guideline for advertising professionals, marketers, researchers,
and academicians in understanding the influence of Advertisements on customers

1.5 SCOPE OF THE STUDY

The study helps to find out the factors influencing the customers for the preference of ice
creams and also, helps to understand the satisfaction of the customer who prefers the
brand. The study is based on Selected Consumers of Meriiboy Ice Cream in Ernakulam
district and changes in their preferences are considered and their impact on brand image
is also studied. It also helps to understand the need and want of a consumer and hence,
products can be designed accordingly.

1.6 OBJECTIVES OF STUDY

PRIMARY OBJECTIVE

To find out the Effectiveness of Advertisement on Consumer Brand Preferences

with reference to Meriiboy Ice Cream

SPECIFIC OBJECTIVES

1) To identify various advertisement programs adopted by the company.

2) To find out factors that encourage brand preference amongst consumers.

3) To study the impact of advertisement on brand awareness.

4) To identify the effectiveness of advertisements on different target groups.

5) To study various advertising techniques used by the company

1.7 INDUSTRY PROFILE

THE EVOLUTION OF ICE CREAM

Ice Cream’s origins are known to reach back as far as the second century B.C., although a
specific date of origin or inventor has been undisputedly credited with its discovery.
Alexander the Great reportedly loved snow and ice that had been sweetened with honey
and nectar. Additionally, according to biblical accounts, King Solomon enjoyed cold
beverages while harvesting. Nero Claudius Caesar (A.D. 54–86) dispatched runners into
the mounds often throughout the Roman Empire to gather snow, which was later
sweetened with fruits and fluids. Marco Polo brought a recipe from the Far East to Italy
over a thousand years later that was quite similar to what is today known as sherbet. This
dish is said to have changed into ice cream sometime in the 16th century, according to
historians. Ice cream appears to have been discovered in England around the same time
as Italy, if not earlier.

France was introduced to similar frozen desserts in 1553 by the Italian Catherine de
Medici when she became the wife of Henry Ⅱ of France. It wasn’t until 1660 that ice
cream was made available to the general public. The Sicilian Procopius introduced a
recipe blending milk, cream, butter, and eggs at Café Procope, the first café in Paris. The
first mention of ice cream in America appeared in 1774 when a Scottish colonist visited
the house of Maryland Governor Thomas Bladen and wrote about the delicious
strawberry ice cream he had while dining there. The first advertisement for ice cream in
America appeared in 1777 in the New York Gazette, in which Philip Lenzi said the ice
cream was “available almost every day” at his shop. Ice cream (derived from earlier iced
cream or cream ice) is a sweetened frozen food typically eaten as a snack or dessert. It is
usually made from dairy products, such as milk and cream, and often combined with
fruits or other ingredients and flavors. It is typically sweetened with sugar or sugar
substitutes. Typically, flavorings and colorings are added in addition to stabilizers. The
mixture is stirred to incorporate air spaces and cooled below the freezing point of water
to prevent detectable ice crystals from forming.
The result is a Smooth, semi-solid foam that is solid at very low temperatures (below 2˚C
or 35˚F). It becomes more malleable as its temperature increases. The meaning of the
name “ice cream” varies from one country to another. Terms such as “frozen custard,”
“frozen yogurt,” “sorbet,” “gelato,” and others are used to distinguish different varieties
and styles. In some countries, such as the United States, “ice cream” applies only to a
specific variety, and most governments regulate the commercial use of the various terms
according to the relative quantities of the main ingredients, notably the amount of cream.
Products that do not meet the criteria to be called ice cream are “frozen dairy desserts”
instead.

METHODS AND TECHNOLOGY

Whoever invented the method of using ice mixed with salt to lower and control the
temperature of ice cream ingredients during its making provided a breakthrough in Ice
cream technology. Also important was the invention of the wooden bucket freezer with
Rotary paddles improved ice creams manufacture. Augustus a confectioner from
Philadelphia, created new recipes for making ice cream in 1832. The process used for
commercial ice cream manufacture has changed little in the past 75 years – since the first
continuous scraped surface freezer was introduced in the 1930s. In recent years, however,
several key technological developments have taken place in the way ice cream is
manufactured and these are finding increasing industrial use. These advances have been
largely driven by ‘consumer’ factors such as the desire for healthy products (low fat, low
calorie or additive-free), which retain the excellent eating quality associated with ice
cream, as well as the continuous need for product innovation to facilitate new interest and
differentiation in the market place. In this article, the traditional method of ice cream
manufacture is outlined and some of the most significant recent process innovations are
described.
Conventional processing

Conventional ice cream manufacture comprises a series of operations: mixing,

homogenization, pasteurization, aeration, and freezing. in which the substances are
heated and dispersed. Once the substances are mixed they pass through a valve
homogenizer. The excessive shear forces exerted on the product because it passes thru the
first-rate valve at excessive pressure reduces the fats droplets to a length of around 1μm,
producing a homogeneous, and strong oil-in-water emulsion. This is subsequently
pasteurized and cooled to 5°C the usage of a plate warmth exchanger, earlier than being
exceeded to a2nd garage tank for ‘getting old’, for between 2 and 24 hours. This getting
old duration is essential to allow partial crystallization of the emulsified fats phase, that's
important for stabilizing the very last ice cream shape. It is withinside the freezer (a
scraped floor warmth exchanger) that the one-of-a-kind ice cream shape is created. The
freezer plays a wide variety of functions: cooling, ice crystallization, aeration, and
combining the product. Air is added into the barrel collectively with the premix and
whipped to shape a strong foam with the aid of using the motion of the rotor. The
combination is cooled to around -6°C with the aid of using the evaporation of liquid
ammonia (at -20 to - 30°C) withinside the freezer jacket. Rotor blades continuously
scrape the wall of the freezer barrel to save you build-up of frozen material and hold
excessive warmth switch rates. A common freezer barrel can manner around 1500 l/hr of
ice cream. Once frozen, the ice cream may be formed or extruded and fruit, nuts, or
different inclusions may be incorporated; stick and bar merchandise can be covered with
chocolate. The completed product is then hardened with the aid of using cooling to round
-25°C in a blast freezer and packaged before bloodless garage and distribution. A huge
present-day manufacturing unit will produce around one hundred million liters of ice
cream according to annum. More elements of the technical elements of ice cream and its
manufacture may be determined withinside the current e-book with the aid of using
Clarke.

New process Technologies

Low Temperature Extrusion

The temperature at which ice cream becomes sufficiently stable for storage and
distribution is around -20ºC. For simplicity of manufacturing, it might be perfect if this
temperature may be performed via way of means of non-stop freezing, to keep away from
the requirement of the bulky hardening step. However, the product outlet temperature
from a scraped surface warmness exchanger(SSHE) is limited to around -7°C for a
typical ice cream formulation. The viscosity of ice cream will increase very rapidly as the
temperature Decreases and for a typical formulation, the temperature of -6 to-7ºC
represents the viscosity limit for processing in an SSHE. In those gadgets rotor speeds of
as much as 250 rotations according to the minute are used to achieve exact air dispersion.
At those speeds, a large quantity of warmth is dissipated because of the rotation of the
viscous product. Under typical running conditions, it's been envisioned that the frictional
warmness dissipation is identical to1/2 of the warmth this is drawn out of the freezer via
way of means of the refrigerant. As a result of studies and strategies for attaining
decreased temperatures from a non-stop freezing device, the low-temperature extruder
evolved. This is both an unmarried or twin-screw extruder that rotates at velocity this is
an order of significant decrease than the SSHE. The screw rotors deliver the product via
the cooling barrel and therefore use up plenty much less frictional warmness, permitting
cooling of the ice cream mass to temperatures typically between -10°C and -15°C.
Low-temperature extruders are now available commercially and are typically protected as
a 2d freezing step following the SSHE. A 2d and more significant consequence of using
low-temperature extrudersis the effect of working the excessive viscosity product that
happens inside the cooling chamber. The excessive shear forces coupled with speedy
freezing create a first-class microstructure with very small ice crystals and air cells,
which will increase the belief of creaminess. Low-temperature extrusion of ice cream can
enhance the ice cream quality, in comparison to that performed conventionally, or may
permit a discount of tiers of substances including fat, without lack of quality. In
addition,low-temperature extrusion lets in for form 12 retention of complicated ice cream
shapes at some point of processing because of the higher viscosity on the extruder outlet–
allowing more sophisticated and revolutionary product shaping.

Ultra-High-Pressure homogenization
Homogenisation of ice cream blend previous to freezing reduces the scale of the fats
droplets,increasing the notion of creaminess and product balance through reducing the
charge of fatsagglomeration. The stress at which the ice cream blend is homogenized is a
key issue in determining the fats droplet length in the ice cream emulsion.To attain the
nominal droplet diameter of 1μm in traditional processing, homogenization pressures of
around150bar are used.Recent advances in homogenizer technology have led to the
development of ultra-highstress(UHP) homogenization.Pressures upto 2000 bar were
hired to attain emulsions with a large range of very small fats droplets(down to 0.3μm
diameter). This significantly will increase the overall floor vicinity in step with unit
extent ofthe fats droplets and efficaciously makes higher use of the fats present. It has
been suggestedthat through the usage of UHP in ice cream mixes with 5%fat the ice
cream samples received have comparable textural homes to an 8%fat formulation. This is
an instance wherein a processmay be designed to manufacture decrease fats, more
healthy merchandise with comparable sensory and balance homes to a product made the
usage of a traditional processing route.

Cryogenics

Production of frozen novelties is usually accomplished with the aid of using freezing the
product inside amould.For many years the rocket-shaped icelolly changed into the most
complicated shape that can be produced in this way. More complicated shapes have been
tough to reap because of theexcessive diploma of adhesion that exists among a frozen
product and the mold floor. This adhesion has been conventionally conquer with the aid
of using heating the mold and melting the outerfloor of the product. The price of heating
and re-cooling steel moulds is excessive and the manufacturing fee is reduced.
Furthermore, any floor definition of the product is lost. Anon-stick floor has been the
challenge of research since the 1940s6 however no suitable coating has yet been found
and the adhesive force is excessive, even with low friction materials. A step forward on
this region happened while it changed into discovered that the floor adhesion of a frozen
product drops to 0 at cryogenic temperatures (i.e. thirteen much less than -75ºC).This
0-adhesion effect is thought to be due to the differential contraction among the product
and the steel floor,which breaks the adhesive bond.Zero adhesion technology, which
makes use of liquid nitrogen to chill surfaces to the required temperature, is now used
commercially for the manufacture of complicated three-dimensional products.
EXPANSION IN POPULARITY

In the Mediterranean, ice cream seems to have been on hand to regular humans through
themid-eighteenth century. Ice cream have become famous and less expensive in England
withinside the mid-nineteenth century, when Swissé migré Carlo Gatti setup the first
stand outside Charing Cross station in 1851. He bought scoops in shells for one penny.
Prior to this, icecream changed into an pricey deal with limited to people with get
admission to to an ice house. Gatti constructed an‘ice well’ to keep ice that he reduce
from Regent’s Canal beneathneath a settlement with the Regent’s Canal Company. By
1860, he accelerated the enterprise and started out uploading ice on a large scale from
Norway. Ice cream soda changed into invented withinside the 1870s, including to ice
cream’spopulation.The invention of this cold deal with is attributed to America Robert
Greenin1874, even though there may be no conclusive proof to show his claim. The ice
cream sundae originated withinside the overdue nineteenth century. Several guys claimed
to have created the primary sundae,however there isn't anyt any conclusive proof to aid
any in their stories. Some reassets say thatthesundaechanged into invented to circumvent
bluelaws,which forbade serving sodas on Sundays. Towns claiming to be the birth place
of the sundae consist of Buffalo, Two Rivers,Ithaca, and Evanston. Both the ice cream
cone and the banana cut up have become famous withinside the early twentieth century.

The records of ice cream withinside the twentieth century is one of excellent alternate and
an growth in availability and popularity. In america withinside the early twentieth
century, ice cream sodachanged into a famous deal with at the sodashop,the soda
foundation,and the icecream parlor.During the American Prohibition,the soda foundation
to a few extent replaced the outlawed alcohol institutions consisting of bars and saloons.
Ice cream have become famousin the course of the arena withinside the 2d 1/2 of of the
20 th century after reasonably-priced refrigeration have become common. There changed
into an explosion of ice cream shops and of flavors and types.Vendors regularly competed
on the idea of variety: Howard Johnson’s eating places advertised“a global of 28 flavors,”
and Baskin-Robbins made its 31 flavors the cornerstone of itsmarketing strategy. One
vital improvement withinside the twentieth century changed into the introduction of soft
icecream,which has more air mixed in,there by reducing costs.The softicecream system
fills a cone or dish from a spigot. In america, chains such as Dairy Queen, Carvel, and
Tastee-Freez helped popularize soft-serve ice cream. Baskin-Robbins might later contain
it into their menu. Technological improvements consisting ofthose have added diverse
meals components into ice cream, most extensively the stabilizingagent gluten, to which
a few humans have an intolerance. Recent focus of this issue has prompted a number of
manufacturers to begin producing gluten-free ice cream.

WORLD SCENARIO

The shortfall in milk manufacturing is predicted to be 13 million lots a year. These

predominant deficits in milk availability offer an opportunity for India to fill this vacuum
and become a leading dairy exporting nation.The recession of 2010 shook up the global
economy,and it brought about a few thrilling changes. In regards to this article, most of
the consumers who couldn’t afford predominant purchases like carsor houses had been
opting to spend their money on affordable luxuries like art is an gelato and top rate
icecream brands.Consumers additionally have become extra aware of wherein they had
been spending money, preferring organizations that showed a sense of social or
eco-responsibility;or, relative to the icecream enterprise, organizations that produced true
and residence made products. Rising disposable incomes and the volume of artisanal
icecream shops have cemented selfmade and top rate ice cream as a thriving phase
withinside the ice cream enterprise. Their success is anticipated to grow.

The global dairy change is ruled by 4 players – EU, New Zealand, Australia,and the USA
– which collectively account for 85% of all exports. New Zealand and Australiaexport as
a great deal as eighty and 50% in their milk manufacturing respectively. The
Asia-Pacificvicinity has been and could continue to be a internet milk importer withinside
the foreseeable future. It accountsfor the majority of milk powder imports and 1/2 of of
the imports of condensed and evaporated milk. Incontrast,most cheese imports go from
developing nations to developing nations including Japan and the United States. The
dairy enterprise is regulated in mostnations in numerous ways. Imports are usually
restricted, and exports are frequently subsidized. High dairy rate helps in many nations
are installed area to stimulate manufacturing to the quantity that subsidies for exports are
necessitated to keep domesticdairy programs.

In the United Kingdom, all of the milk produced by farmers is procured by

cooperatives.Private dairies are required to buy their milk requirement from cooperatives.
New Zealand has no personal quarter dairy flowers while ninety percentage of dairies
inerst while West Germany and 100 percentagein Denmark, Netherlands,and Sweden are
inthe cooperative quarter.IntheUnited States, 70 percentage of the dairy enterprise is
cooperative. Dairy programs are problem to extra Government participation or regulation
than most other domestic agriculture industries in the USA There are also federal milk
advertising orders and motion boundaries in the united states for orderly advertising
control,which is associated with stabilizing fluid milk prices,providing secure and
dependable markets for character dairy farmers, commonly for the fluid market place,
and enhancing the stability of market place power among farmers and handlers. In the
emerging liberalized global scenario,alternate-distorting agricultural policies have been
the focus of the GATT multilateral alternate negotiations. With the liberalization of
agricultural alternatebelow the brand new GATT regime, the heavy subsidies
commonplace withinside the dairy area within side the nations of the EU in addition to
withinside the USA will need to be introduced down withinside the subsequent fewyears.

The competitive advantages of the Indian dairy industry are then considered to be
substantial. With substantial and continued investment in building up milk production,
India can emerge as a major exporter of dairy products and technologies in the next few
decades.

INDIAN SCENARIO

The ice cream industry occupies an important place in India. It is one of the consumer
goods industries whose products are an important popular diet. India is an agriculture-
based country because of the large number of cattle and large milk production most of the
dairy and ice-cream industries have developed and India is well ranked in the world. In
India,the icecream industry is mostly regional and there is a multitude of manufacturers
specializing in simplest one or districts or in a few instances simplest one state. There are
very few country-wide manufacturers and the foremost cause at the back of the sluggish
boom of the smaller gamers is the high perishability of ice cream products.The ice cream
market growth picked up after the de-reservation of the sector in 1997. Of the total size of
Rs.15-16 billion, around 30-32% is in the hands of the organized sector valued at Rs.4.9
billion, rest is with the unorganized sector. Among the major gamers in this industry,
Hindustan Lever has a marketplace proportion of around 50%, represented specifically
with the aid of using the Quality Walls brand. Amul with a predicted marketplace
proportion of 35% is swiftly gaining marketplace proportion and lastly, Vadilal is the
player in the national marketplace with 8-9% of the marketplace proportion. The ice
cream industry has brought a magnificent change in the rural economy. It employs the
marginal farmer. Today the competition in ice cream of players like Amul, Quality walls,
Vadilal, etc. as ice cream has been a regular edible item the consumption of ice cream is
more. In 1983 when the Indian Government Issued a control in which a certain price level
was fixed. It has an important role in employing towns and cities for livelihood. India has
one of the largest livestock populations in the world. Fifty Percent of the buffaloes and
twenty percentage of the farm animals withinside the international are discovered in
India, the maximum of which are milk cows and buffaloes. Dairy improvement in India
has been mentioned internationally as one of modern India’s maximum successful
improvement programs. Today, India is the biggest milk-producing us of a withinside the
international. Milk and Milk Products is rated as one of the maximum promising sectors
which hugely deserve appreciation. When international milk manufacturing registered a
terrible boom of two percent, India accomplished much higher with a four percent boom.
Milk manufacturing is over seventy-two million heaps and the demand for milk is
estimated at around 80 million heaps. By 2005, the thevalueofIndiandairyproduceis
predicted to be Rs.a million. In the final six years overseas funding for this sector at
Rs.3600 million which is about one-fourth of the overall funding made on this sector. The
manufacture of casein and lactose, in large part being imported presently, has top scope.
The milk surplus states in India are Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat,
Maharashtra, Andhra Pradesh, Karnataka, and Tamil Nadu. The production of milk
merchandise is focused on these milk surplus states.
PRODUCTION OF MILK AND MILK PRODUCTS

Milk production was almost stagnant between 1947 to 1970 with an annual growth rate of
merely 1% which has since registered a vigorous growth of over 4.5 per annum after the
year 1970. The major milk-producing states are UP Punjab, MP, and Rajasthan, these
states for Processing of milk. Approximately 150 million households around the globe
are engaged in milk production. In maximum growing nations, milk is produced through
smallholders, and milk manufacturing contributes to family livelihoods, meals security,
and nutrition. Milk offers surprisingly short returns for small-scale manufacturers and is a
vital supply of coins income. In current decades, growing nations have elevated their
percentage in international dairy manufacturing. This increase is primarily the result of
growth withinside the variety of manufacturing animals instead of an upward thrust in
productiveness in keeping with the head. In many growing nations, dairy productiveness
is restrained through poor-high-satisfactory feed resources, diseases, restricted get entry
to markets and services (e.g., health, credit, and training), and dairy animals` low genetic
capacity for milk manufacturing. Unlike evolved nations, many growing nations have
warm and/or humid climates which are detrimental to dairying. Some nations withinside
the growing international have a protracted subculture of milk manufacturing, and milk
or its merchandise has a vital function withinside the diet. Other nations have hooked up
enormous dairy manufacturing best recently. Most of the previous nations are positioned
withinside the Mediterranean and Near East, the Indian subcontinent, the savannah areas
of West Africa, the highlands of East Africa, and elements of South and Central America.
Countries without a protracted subculture of dairy merchandise are in Southeast Asia
(such as China) and tropical areas with excessive ambient temperatures and/or humidity.
Codex Alimentarius defines a milk product as a “product acquired through any
processing of milk, which might also additionally include meals additives, and different
elements functionally vital for the processing”. The variety of milk merchandise varies
drastically from area to area and amongst nations 14 withinside the identical area, relying
on nutritional habits, the milk processing technology available, marketplace demand, and
social and cultural circumstances.
 The per capita consumption of milk and milk products is higher in developed countries,
but the gap with many developing countries is narrowing. Demand for milk and milk
products in developing countries is growing with rising incomes, increment, urbanization,
and changes in diets. This trend is pronounced in the East and geographic region,
particularly in highly populated countries like China, Indonesia, and Viet Nam. The
growing demand for milk and milk products offers a decent opportunity for producers
(and other actors within the dairy chain) in high-potential, periurban areas to reinforce
their livelihoods through increased production. By volume, liquid milk is the most
consumed dairy product throughout the developing world. Traditionally, demand is for
liquid milk in urban centers and fermented milk in rural areas, but processed products are
becoming increasingly important in many countries.

Milk processors produce a wide range of milk products:

Liquid milk is the most consumed, processed, and marketed food product. Liquid milk
includes products like milk, skim milk, standardized milk, reconstituted milk,
ultra-high-temperature (UHT) milk, and fortified milk. Worldwide, less and less liquid
milk is consumed in its raw form

Fermented milk is commonly used to make other milk products. they're obtained from the
fermentation of milk using suitable microorganisms to succeed in a desired level of
acidity. Fermented products include yogurt, koumiss, Dahi, labneh, ergo, tarag, kraut, and
kefir.

Cheeses are produced through the coagulation of milk protein (casein), which is separated
from the milk’s whey. Many types of cheese are produced, many of them being
characteristic to a selected region of the world. However, most cheese is produced in
developed countries. Cheese may be soft, hard, semi- hard, hard-ripened, or unripened.
Cheese’s diverse characteristics derive from differences within the compositions and kinds
of milk, processes applied and microorganisms used. Traditional cheese produced in
developing countries includes ayib, gibna Bayda, chanco, queso fresco, akaweih, and
chhurpi.
Butter and ghee are fatty milk products. Butter is produced by churning milk or cream; in
many developing countries, traditional butter is obtained by 18- churning sour milk. Ghee
is obtained by removing the water from butter and is very popular in South Asia. Ghee
features a very long shelf-life of up to 2 years. milk is obtained from the partial removal of
water from whole or skim milk. Processing includes heat-treating and concentration.

Condensed tin be sweetened or unsweetened, but most is sweetened. In geographic region,

for instance, milk is usually utilized in cooking and baking rather than jam.

Evaporated milk results from the partial removal of water from whole or milk. Processing
includes heat-treating to form the milk bacteriologically safe and stable. concentrate is
mostly mixed with other foods, like milky tea.

Dry milk or dry milk is obtained from the dehydration of milk and is typically within the
variety of powder or granules.

Cream is a part of milk that's comparatively rich in milk fat; it's extracted by skimming or
centrifuging the milk. Cream products include recombined cream, reconstituted cream,
prepared creams, pre-packaged liquid cream, light whipping cream, cream packed fraught,
topping, fermented cream, and acidified cream.

Whey products: per FAOSTAT, whey is “the liquid a part of the milk that continues to be
after the separation of curd in cheese making. Its main food use is within the preparation
of whey cheese, whey drinks, and fermented whey drinks. the most industrial uses are
within the manufacture of lactose, whey paste, and dried whey.” Whey may be sweet
(from the assembly of rennet-coagulated cheeses) or acid (from the assembly of
acid-coagulated cheeses).

Casein is that the principal protein in milk and is employed as an ingredient in several
products, including cheese, bakery products, paints, and glues. it's extracted from milk by
precipitation with rennet or by harmless lactic acid-producing bacteria.
KERALA SCENARIO

Kerala's ice cream industry is growing rapidly and throws up a lot of business
opportunities. “The Indian Ice cream market, in the last fiscal, achieved a turnover of
Rs.2,000 crore. Kerala, the latest entrant in the fastest-growing ice cream market,
propelled the growth by contributing Rs.600 crore. The branded market at present is
valued at Rs.200 crore. The regional brands register sales of Rs.100 crore, and the
unbranded market makes business worth Rs.300 crore. Kerala dairy market is further
expected to grow at a CAGR of around 6% during 2017-2021, reaching a volume of 4.6
Billion Liters by 2021.In 2016, milk production in Kerala reached a volume of three.5
Billion Liters, growing at a CAGR of 5.6% during 2010-2016. The state currently
represents the twelfth largest dairy market in India. The milk production in Kerala mainly
consists of cow milk and buffalo milk. The report's analysis concludes that cow milk
dominates the entire milk production, accounting for around 98% of the entire share.

PRESENT STATUS

The Indian dairy industry achieved substantial growth during the 8th Five year plan,
achieving an annual output of over 60 million tonnes of milk. This not only places our
industry second within the world after the us but represents sustained growth within the
real availability of milk and milk products for our burgeoning population.

Most importantly, dairying has become a crucial secondary source of income for legion
rural families. Improved genetic material achieved primarily through the cross-breeding of
cattle and upgrading of the national buffalo herd has played a major role in increasing
productivity. Gradual extension of improved husbandry practices, increase in consumption
of balance concentrates made possible, in part, through innovations within the field of
nutrition; expanded area under fodder: greater access to veterinary care; and advances
within the fight against endemic and epidemic cattle diseases have also contributed to
increased production and productivity. About three-quarters of milk produced is consumed
at the household level. Of the milk supplied to the market, about 9-11% is processed in
over 275 dairy plants and 83 milk product factories operated by cooperative, private dairy
processors, and varmint milk schemes within the organized sector. Milk channeled through
Operation Flood cooperatives is generally processed in dairy plants located in rural areas
and transported into cities and towns. Operation Flood Milk productions account for about
10% of total milk production or 40% of the marketed output. The balance (about 90% of
total production) is handled by private traders and processors. About 45% of milk
production is consumed as fluid milk. About 35% is processed into butter or ghee; about
7% is processed into Paneer (cottage cheese) and other cheeses, about 4% is converted
into milk powder; and also the balance is employed for other products like Dahi (yogurt)
and sweetmeats. In recent years, there has been an increasing frozen dessert production as
foreign companies have invested in India.

FUTURE MARKETS

South East Asia, Russia, and Africa are the emerging marketplace for Indian dairy
products. within the immediate future, there's the prospect of an extra demand of over 3
million loads of milk products within the ASEAN region alone. The EU dairy exports will
become limited by GATT Agreements, while Australia-New Zealand doesn't have
adequate production capacity. Equally significant is the rise of Russia because the world’s
biggest dairy importer, although out and away. Producer in Europe, the Russian output has
declined by over 25 percent within the past five Years. The shortfall in milk production is
estimated to be 13 million tons a year. These major Deficits in milk availability offer a
chance for India to fill this vacuum and become a number one dairy exporting nation. The
shortfall in milk production is estimated to be 13 million tons a year. These major deficits
in milk availability offer a chance for India to fill this vacuum and become a number one
dairy exporting nation.The recession of 2010 shook up the global economy, and it led to
some interesting changes. In regards to this article, most of the consumers who couldn’t
afford major purchases like cars or houses were opting to spend their money on affordable
luxuries like artisan gelato and premium ice cream brands. Consumers also became more
conscious of where they were spending money, preferring businesses that showed a sense
of social or eco-responsibility; or, relative to the ice cream industry, businesses that
produced authentic and house made products. Rising disposable incomes and the volume
of artisanal ice cream shops have cemented homemade and premium ice cream as a
thriving segment in the ice cream industry. Their success is expected to grow.
COMPANY PROFILE

Meriiboy (Nutricreams Pvt Ltd) is one of the largest producers of fresh ice cream, based
on South India. A division of cousins group, the business venture was established on 2003
in Kalady. It is classified as a Non-government company and is registered at the Registrar
of the company, Ernakulam. Its authorized share capital is Rs. 50,000,000 and its paid-up
capital is Rs. 10,000,000. It is involved in the production, processing, and preservation of
meat, fish, fruit, vegetable, oils, and fats. Directors of Nutricreams Pvt Ltd are Nijin
Thomas, Maniachery Esthappanu Varghese, Stephen Maniachery Devassy, and Binoy
Joseph. Meriiboy ice creams have three factory outlets in Kannur, Vazhakkulam and
Perumbavoor. Also, have one cold room in Calicut. The distribution network spreads
across 1200 dealers and 400 distributors in Kerala, Tamil Nadu, and Karnataka.
Establishes own retail outlets in Lulu & Oberon malls in Ernakulam, WonderLa, Food
Mall at Revenue Tower, R P Mall at Calicut, and Bakker junction at Kottayam. Meriiboy
is one of the largest producers of fresh ice cream, based in South India. The brand is
known across Kerala and in the emerging markets of Tamil Nadu and Karnataka for its
original freshness and unmatched quality. The brand pays great attention to quality at
every level, from the sourcing of fresh raw materials to testing, manufacturing, packaging,
and the finished product. Made with state-of-the-art production techniques and a
comprehensive hygiene policy, every Meriiboy product is nothing less than world class. To
ensure this, Tetra Pak Hoyer, Denmark has been involved as consultants and quality
advisors.
HISTORY OF THE COMPANY

Cousins group was founded by five closely related families in the year 1990. They began
their business venture by introducing plastic molded furniture in Kerala. Over the years
this group has diversified into several areas of plastic molding, ice cream, etc. Today
cousins group is a fast-growing conglomerate with a strength of over 1000 employees.
Meriiboy Ice-Cream is a division of a cousin group that started operation in the year 2003.
The first factory was started near Kalady in consultation with Tetra Park Hoyer, Denmark.
Even today they are technical consultants and quality advisors.

As a part of market expansion, they set up their 2nd factory at Calicut in 2006 and 3rd at
Trivandrum in 2010. Thus they have been able to cater to the demand for Ice-Cream all
over Kerala. They also have markets in Tamil Nadu and Karnataka. Today with the help of
state-of-the-art machines and world-class production techniques they produce 5 million
liters of Ice-Cream every year. They always ensure the use of quality raw materials
produced by reputed organizations. They are proud to own a fully-fledged laboratory to
test raw materials as well as finished products. Another striking feature of the factories is
cleanliness and hygiene. They completely understand and appreciate the sensitive nature
of products and hence always emphasis on cleanliness. They have an expert management
production team who ensures that world-class practices are followed. Every employee
joining the organization is trained to be in line with the norms of the company. Thus
Supreme Food Industries promises to provide the best quality Ice Cream at an affordable
price.

Meriiboy ice cream is a brand from the home state of Kerala. The brand is an interesting
marketing story because it virtually changed the perception of ice-creams in the
consumer's mind to a certain extent. The brand was created in 2003 as a part of the
diversification of the parent group which was in the plastic molding business Meriiboy ice
cream is interesting because it is on the task of educating the consumers about "real" ice
cream. The brand is positioned on the fact that it is made of pure milk and hence it is the
ice- cream. Most of the brands that are perceived to be ice-creams are "Frozen Desserts
Many so-called ice-cream brands are selling frozen desserts under the pretext of
ice-creams because of the perception factor. No frozen dessert brands have advertised
themselves as a part of the frozen dessert category and played on the consumer's inclusion
of frozen desserts as a part of the ice-cream category. And till brands like Meriiboy ice
cream began to advertise the difference between the ice-creams and frozen desserts,
consumers were not much bothered since these tasted quite similar. What Meriiboy ice
cream has done was to run campaigns not only highlighting the difference between these
two products and also subtly hinting that frozen desserts are less healthy than ice-creams
since it contains vegetable oil (fat). Many frozen dessert marketers has since then objected
to this pitch with complaints to ASCI.

However, the campaign has created a lot of buzz in the consumer's minds. Meriiboy ice
cream succeeded in creating a space in the consumer's mind as a brand that is "real" ice
cream. Of course brands like Amul also were at the forefront in creating the perception of
"real ice cream". Infect Amul ice cream's tagline itself is "Real Milk, Real Ice-cream". But
in terms of share of voice, Meriiboy ice cream has been quite vocal about the claim of
being a real ice cream however, the campaign has created a lot of buzz in the consumer's
mind. Meriiboy ice cream succeeded in creating a space in the consumer's mind as a brand
that is "real" ice cream. Of course brands like Amul also were at the forefront in creating
the perception of "real ice cream". Infect Amul ice cream's tagline itself is "Real Milk,
Real Ice-cream". But in terms of share of voice, Meriiboy ice cream has been quite vocal
about the claim of being real ice cream.
Name of the company MERIIBOY ICE CREAM

(Nutricreams private Limited

Chelamattom, Okkal)

Year of incorporation 2003

Place Chelamattom

District Ernakulam

State Kerala

Country India

Type of organization Partnership organization

Nature of organization Partnership firm

Nature of product Manufactured

Number of employees 150

Product Capacity 6000 Liters

Exporting products to Karnataka, Tamil Nadu

Major competitors Lazza, Amul, Joy

Company website www.meriiboy.com

COMPETITORS OF MERIIBOY ICE CREAM

LAZZA ICE CREAM

The company was founded in 1972 by Mr. MC John a

retired senior bureaucrat in the Kerala government. It is
currently led by Mr. Simon John, his brother Francis John
and their team of eminent directors. The company is a
pioneer in the ice cream industry in South India. The first
factory was started in Kochi and today has over 28
factories spread across South India. The 22 factories put
together have a production capacity that is among the top in the country. The company
has also started oversees operations in parts of the Middle East and Africa.

MAGNUM

Magnum is an ice cream brand owned by the British Dutch Unilever company and sold
as part of the heart brand line of products in most countries. In
Greece, the magnum brand name is owned by Nestlé since
2005,2006 following the acquisition of delta ice cream, so
Unilever ice cream use the name magic.

BASKIN ROBBINS

This American ice cream chain has been in India for several
years and its distinct 31 flavours slogan is well known
everywhere. The brand is available in nearly 50 countries
outside the USA including India with more than 7500 shop
locations. One thing that keeps Baskin Robbins ice creams
popular world-wide is their willingness to incorporate local
flavours into the ice creams available in each location.
UNCLE JOHN

Uncle John was founded in 1995 and started by

m/s. Jojo frozen foods (p) Ltd is the present
owner of the brand name. The name was
coined from the name john-M.C. John is the
founder of the company.The company is
managed by a team of four consulting
companies namely fintech consultants, a
market research planning group. Freeze fast technologies and lotemp systems. These
consulting companies are highly professional. The brand owner company is Jojo frozen
foods (p) Ltd. And is situated at Kundannoor, Maradu, Ernakulam - 682 304 and with 14
franchisee factories in India and one in central Africa.

PAPPAI

Rime Rich Foods Pvt. Ltd. brings the finest quality ice
creams under the brand name PAPPAI, powered by the
most advanced European Technology. Pappai's highly
advanced manufacturing unit can deliver 1 lakh plus
liters of ice cream every day that ensures top-notch
quality. The fully automatic machinery, highly hygienic
plant and 100% tamper-proof packing ensure both
goodhealth and good taste, each and every time. Pappai
spread over 1crore customers in South India, Lakshadweep, Andaman Islands and the
Middle East with exquisitely Ice cream.
ARUN ICE-CREAM COMPANY

Arun ice-creams has been one of the most popular

brands of ice cream over the decades. With new
flavors and variants being introduced on a prolific
basis, customers always have something to look
forward to.

Arun icecreams cone - Crunchy ice cream cones

with a slender flavourful line running down the length of the cone, Cone offers customers
something special in every bite. It's a treat for kids and adults alike.

Arun ice-creams Bar - if customers are looking for indulgence, they needn't look further
than the ibar, an ice cream bar so rich in chocolate, it leaves one craving for more. This
unique product comes in a range of flavors and also, in a smaller size - ibar mini - for
those looking for a quick bite. Two years after its launch, ibar continues to be a bestseller.
Bars when it comes to ice creams, customers always expect something new and exciting.
That's why we launched a range of ice cream bars in fun shapes and sizes that would
appeal to one and all. Following the success of the initial bars like the jolly train and
yummy Bear, we have added two new flavors to spiral a unique bar with a twist. We have
also launched trio - an ice cream bar with three flavors which means three times the fun!
This is why customers of Arun ice-creams, irrespective of their age and their preferences,
can look forward to new innovations, flavors, and variance.

AMUL ICE-CREAM COMPANY

Amul-cooperative registered on 14 December 1946 as a

response to the exploitation of marginal milk producers by
traders or agents of the only existing dairy, the Poison
dairy, in the small city distances to deliver milk, which
often went sour in summer, to Poison. The prices of milk
were arbitrarily determined. Moreover, the government had
given monopoly rights to Poison to collect milk from milk and supply it to Bombay city.
Nowadays Amul ice creamers has many branches located in Kerala too

MOTHER DAIRY

It was started in 1974. It is a subsidiary company of the

NDDB, National Dairy Development Board started as an
initiative under Operation Flood. Mother Dairy
manufactures, markets and sells milk and milk products,
and has also expanded its portfolio to other edibles like oil,
fruits, vegetables etc., that are sold through Mother Dairy
outlets.

MISSION OF THE COMPANY

The mission of the company is to provide high-quality food products that set themselves
apart from others in taste and value.

VISION OF THE COMPANY

Nutricreams Pvt Ltd (Meriiboy Ice cream Company) has a great vision of becoming a
leader of fast-moving consumer goods and products. Its vision is to provide total
customer satisfaction through continuous improvement in the production process and
services.

VALUES OF THE COMPANY

● High-quality products

Maintaining good quality with purity raw materials in production is one of the values the
company is focused on.

● Customer orientation

The company and management give high weightage to the feedback of their customers.
 ● Good relations between management& workers.

There exists a formal and informal relationship between management and workers in
the organization. Employee grievances are handled by the management with due
care

QUALITY POLICY

● They periodically check the quality of the production of ice cream.

● The packaging process also includes quality procedures such as the
inspection of packages.
● They also provide quality protection on handling such as refrigerator vans
for their production while marketing

IN PROCESSES

● Production processes-adhering HACCP standards.

● Modern machinery imported from Italy/ Europe.
● Procedures like disinfection 26.
● Fully automated plant to avoid human involvement of manufacturing.
● Each batch was tested for quality.
● In house laboratory with trained microbiologist and chemist.
● Dynamic printing of Batch numbers to trace manufacturing details of a
particular product.

IN PACKAGING

Paper packaging is done with white food-grade cartons (competitors are using
reprocessed paper on cartons for making their products cheap). Packaging workers
are inspected before they engage in packaging.

IN HANDLING

● Refrigerator vans for transportation

 ● Well-trained distributors and dealers
● Well-maintained cold chain facilities - fewer breakdowns

OBJECTIVE OF THE COMPANY

The objectives of the company include the following:

● Quality: The main focus is on its quality. They use pure milk collected from the
nearby PDDP centers is used for production.
● Profit Maximization: As the company itself is expanding its business, is a sign of
growth Meriiboy Company is looking.
● Cost minimization: As the company itself is expanding its business, is a sign of
growth Meriiboy Company is looking.
● More employment: Through the expansion process, more
employment opportunities are provided by the company.
● Time delivery: The Company is kept timely delivery. They take feedback of the
products from consumers through dealers.
● Proper utilization of resources: The resources available to the company are
utilized in an effective way in order to avoid wastage and increasing costs.
● Provide service to society: The Company also provides finance to charitable
institutions on annual basis.

QUALITY CERTIFICATION

ISO 22000 - 2005 certification

ISO 22000-2005 specifies requirements for a food safety management system

where an organization in the food chain needs to demonstrate its ability to
control food safety hazards in order to ensure that food is safe at the time of
human consumption.
ISO 22000-2005 specifies requirements to enable organizations to: plan food safety

management systems aimed at providing safe products for consumers according to their

intended use; Implement, operate, maintain and update.

● Demonstrate compliance with food safety requirements of applicable laws and

regulations. Evaluate and assess customer requirements with respect to food

safety and demonstrate compliance with these mutually agreed customer

requirements in order to enhance customer satisfaction.

● Effectively communicate food safety issues to suppliers, customers, and relevant

stakeholders in the food chain.

● Ensure the organization complies with state food safety regulations.

● Demonstrate this compliance to relevant stakeholders and apply for certification

or registration of your food safety management system by an external

organization or self-assessment or self-declaration of compliance with ISO

22000:2005.

PRODUCT PROFILE

ICE CREAMS

Ice cream (derived from earlier iced cream or cream ice) is a frozen dessert usually made
from dairy products, such as milk and cream, and often combined with fruits or other
ingredients and flavors. Most varieties contain sugar, although some are made with other
sweeteners. In some cases, artificial flavoring and colorings are used in addition to, or
instead of, the natural ingredients. The combination of chosen ingredients is stirred
slowly while cooling, in order to incorporate air and to prevent large ice crystals from
forming. The end result is smoothly textured semi-solid foam that is malleable and can
be scooped. Meriiboy ice creams are available in various flavors like Vanilla, Strawberry,
Orange, Pineapple, Coffee, Lemon Delight, Guava, Pista, Alphonso Mango,
Butterscotch, Spanish Delight, Chocolate, Black Currant, etc.
Products Of Meriboy IceCreams:

● Sundae

The sundae is a sweet ice cream dessert. It typically consists of one or more scoops of ice
cream topped with sauce or syrup and in some cases other toppings including sprinkles,
whippedcream, maraschino cherries, or other fruits. Meriiboy Sundae is available in
Chocolate, Strawberry, and Pista flavors.

● Cassata

The different varieties of Cassatas available in Meriiboy are Cassata King, Cassata
Queen, Cassata Prince, and Cassata Kid.

● Bars

An ice cream bar is a frozen dessert on a stick or an ice cream-filled candy bar. The
coating is typically a small layer of chocolate used to keep ice cream from melting and
dripping. MeriiBoy offers Chocolate, Mango, Strawberry, Pista, and Confetti flavors.

● Kulfi

A delicious frozen dairy delicacy from the Indian subcontinent is kulfi. It is commonly
referred to as "typical Indian Subcontinent ice cream." Kulfi, as it is commonly known,
looks and tastes similar to ice cream; however, it is denser and creamier, and it comes in a
variety of flavors such as Mango and Cardamom (Meriiboy, 2003).

● Milk Lolly

Milk Lolly is a special sweet made by Meriiboy ice cream. It is a concoction of numerous
elements such as milk powder, emulsifier, flavoring, and so on. Milk Lolly comes in a
variety of flavors, including Pineapple Vanilla, Strawberry, and Mango.
RAW MATERIALS

The major raw materials used by Meriiboy are;

● Milk
● Butter
● SMP
● milk powder
● Sugar Fresh fruits like mango, jack fruit, strawberry, etc.

PROMOTION STRATEGY

Advertisement is a widely used promotional strategy. They use Media like newspapers,
radio, magazines, etc. For recruitment they use newspapers and for marketing, they use
FM ndios and magazines. As part of their expansion, they also introduce their product on
TV.

PRICING STRATEGY

The pricing strategy adopted by Supreme Food Industries was cost-plus pricing and
market-oriented pricing. These are discussed below Cost-Plus Pricing is the simplest
pricing method. The firm calculates the cost of producing the product and adds a
percentage (profit) to that price to give the selling price. Market-Oriented Pricing Setting
a price based upon analysis and research compiled from the target market. This means
that marketers will set prices depending on the result of the research. For instance, if the
competitors are pricing their products at a lower price then it's up to them to either price
their goods at a price above or below.
ORGANISATIONAL STRUCTURE
ANALYSIS OF STRUCTURE

PRODUCTION DEPARTMENT

The production department is responsible for converting inputs into outputs through the
stages of the production process. The production manager is responsible for making sure
that the raw materials are provided and made into finished goods effectively.

DEPARTMENTAL FUNCTIONS

● Temperature monitoring

Production Manager monitors about the temperature of the machines which is necessary
for the production of the products. It is one of the basic factors which are vital for the
freezing process of ice creams.

● Purchase, dispatch, and product management

They manage the dealers, plan and execute the requirements of raw materials and control
the unwanted wastage of products.

● Maintain customer relations

Production department maintains a good rapport with their various dealers. Any
grievances reported by the dealers were taken in a positive way and instant feedback and
settlement is provided. It helps them to avoid such cases in the future.

PRODUCTION PROCESS

● Mixing

Mixing the various ingredients needed for making ice creams like milk, SMP milk
powder, butter, and sugar to have a mixture, it is undertaken by the machine called the
mixing machine.

● Pasteurization

It is the next process that is carried down by the heating process to kill various harmful
bacteria. It is done using a machine called a double jacket vessel.
 ● Filtration

Next is the filtration process which is helpful for filtering the various hazardous things
like hair, glove pieces, nail, etc. In this process filtration of harmful things is undertaken.

● Homogenization

It is the next process where the ice cream after filtration is carried forward by the pump to
the homogenization process. Here, the various ingredients are put under pressure to have
an actual mix of the various items included in the ice cream like butter, milk, sugar, SMP
milk powder, etc. Here the item look like homogenized as it is mixed in a very united
form. It is done in 70 to 80 degree Celsius

● PHE Cooling

Cooling is the process in which the homogenized mixtures are again cooled and it is put
under 5 degrees Celsius to make it harden.

● Aging

It is a process by which a machine called ageing machine which help the items to be
cooled and stored in a cold condition for their effective production.

● Flavorings And Colorings

In this process the flavoring tank is the machine, which helps to make the flavored ice
cream e.g. If the strawberry flavor is needed they pour the strawberry mix, and then it is
helpful for the making of strawberry ice creams. In this process, they make only one
flavor at a time. After the making of one flavor, they move to the next flavor. Now they
have flavors like strawberry, vanilla, pista, chocolate, butterscotch, mango, pineapple,
orange, jackfruit, etc.
 ● Ice Cream Making

It is a vital part of ice cream making, where the ice creams are created as per the flavors
needed; it is the next step to the flavoring tank. The flavors coming from the flavoring
tank are combined with the ice cream-making machine and thus the ice cream is
produced

● Filling

The ice cream coming out of the machine is then filled into the containers manually, in
the set quantities. More than 30 flavors are ice cream made as per the market
requirements. Dry fruits, nuts, etc. are added during the filling process.

● Cold Room Storage

The packed products are stored in cold storage maintained at -18 degree Celsius or below.

● Quality Check

Samples are drawn from each lot to ensure that it meets the requirements.

● Dispatch

The products are dispatched to various outlets depending upon the requirements.

Duties and Responsibility

● Production Manager

Production is the functional area responsible for turning inputs into finished outputs
through a series of production processes. The Production Manager is responsible for
making sure that raw materials are provided and made into finished goods effectively. He
or she must make sure that work is carried out smoothly and must supervise procedures
 for making work more efficient and enjoyable. Following are the duties and
responsibilities of the production manager in Meriiboy.

● Production planning

Production manager plans the routine activity which is necessary for the production
process and communicates the planned details to his supervisors.

● Executing plans

Production manager looks at and executes each and every activity and evaluates whether
everything is happening as per the planned schedule.

● Making reports

It deals with the making of the reports, the details regarding how much to produce, how
much raw materials are needed, etc.
● Worker’s control

Production manager is the person who controls every activity of the production. He is
responsible for the control of workers. The production manager controls the increase in
absenteeism, turnover, etc. He also cares about the welfare of the employees.

● Production analysis

Production manager analysis each and every activity related to production. He evaluates
every performance of his workers by monitoring the work through computers.

● Quality assurance

He also monitors the working of the quality department. He checks whether quality
checking is done accordingly and effectively. He guides the quality controllers as and
when needed (Meriiboy, 2003).

SUPERVISOR

● Team leader
 He is entrusted with the job of a team leader. In the production department, there are two
supervisors. One on the production field and another one on the packing and dispatch.
● Guide the worker
Production supervisor will guide his workers in the production. He has given 25 workers.
He divides his workers into 5 groups each with a leader. The group leader is the person
who communicates their complaints ever thing to the supervisor. The packing and dispatch
supervisor has also given a same number of workers. He also has group leaders three on
packing and two on dispatch.

● Communicator
Any grievances or complaints from the workers part are communicated by the supervisors
to the production manager. He will handle and make appropriate decisions

PURCHASE DEPARTMENT

Nutricreams private Ltd. Deals with a number of products. Therefore, it has to purchase
many goods. It includes Milk Butter, SMP Milk Powder, Sugar, Fresh fruits, etc.

● Local purchase

● Direct purchase.

Purchase department carries on its function. Nutricreams private Ltd follows the certain
procedure for purchase.

● Intend order

On the requirements of any goods, stores department intends an intend to order to purchase
department stating the quality description and a number of goods required within stipulated

time limits. If the goods required are urgency, then they purchase directly from the local
market. Otherwise, decisions are taken regarding the kinds of purchase by the purchase
manager and approved by the general manager
● .Quotation

Nutricreams private Ltd has few registered vendors for the goods of less urgency. The
company informs their vendors and invites quotation with their prices. The general
manager selects the best alternative considering the prices, quality recognition, etc

● Send order.

The purchase executive send the order to the vendor with specific condition 11 regarding
the products in terms of payment, type of packaging, transport, etc.

QUALITY CONTROL DEPARTMENT

Quality control is a set of procedures intended to ensure that the manufactured product or
performed service adheres to a defined set of quality or meets the requirements of the
ustomer (Meriiboy, 2003).

Functions of Department

In the Quality Control department there are 2 qualified quality controllers to test the quality
of raw materials as well as the quality of ice creams. Quality Control staff members at
NOW have many responsibilities, but everything they do contributes to the quality of the
end product, which is the main objective of quality control. This task, however, is not a
simple one, because it entails an incredible number of inspections, checks and reviews
before a product can be offered for sale. Every person involved in making a product is
responsible for making it a quality product. Quality departments, such as Quality Control
(QC) or Quality Assurance (QA) cannot inspect the quality into the product.

DUTIES AND RESPONSIBILITIES OF QUALITY CONTROLLER

● Testing the product

The testing process is carried down on various steps Le raw material checking, checking
the mixing process, aging process, and at the finished stage of ice cream. They had done
both microbiological testing and chemical testing

● Maintains the record of test results

They maintain the records daily which is related to their quality checking and they also
maintains the ISO 22000 records.

● Maintain the laboratory

They maintain the laboratory and it is restricted for others to enter into the laboratory
Continuous research is carried out there in the laboratory to identify whether bacterial
effects are there or not.

The Quality Departments exist as an audit function within the manufacturing and
packaging areas.

● Approve or reject all procedures, specifications, methods, and results.

● Approve or reject all raw materials, packaging materials, labelling, and finished
products.
● Review all production records for accuracy and completeness before approving
for distribution.
● Establish procedures for revising procedures, formulas, and more. Approve
changes to procedures, formulas, and more.
● Ensure that the latest revision is being used at all times.
 ● Perform all the required tests to ensure identity, purity, potency, and composition,
and to ensure that products are not contaminated or adulterated.

Quality staff is also involved in:

● Investigation of consumer complaints.

● Evaluation of new vendors/materials.
● Internal audits to verify compliance to regulations.
● Maintaining relationships with vendors and regulatory agencies

HUMAN RESOURCE DEPARTMENT

Human Resource is the people that work for an organization and Human Resource
Management is concerned with how these people are managed. However, the term
Human Resource Management (HRM) has come to mean more than this because
peopleare different from other resources that work for an organization. People have
thoughts and feelings, aspirations and needs (Meriiboy, 2003.)

Department functions

● Personnel planning
It's about planning for the future and figuring out how many employees the company will
need in the future and what skills they should have. This depends on factors such as the
number of employees leaving the workplace, technological changes, and employee
productivity levels.

● Job analysis and job description

HR is also involved in designing job descriptions for potential vacancies.

● Determination of wages and salaries

The HR department is also involved in conducting market research and determining

wages and salaries for various positions within the organization.

● Recruitment and selection

One of HR's most important tasks is to hire the best people for your organization. This is
very important because the success of an organization depends on the quality of its
employees.

● Performance evaluation

Once an employee is hired, HR should regularly review their performance through

appropriate performance reviews. This is the process of obtaining, analyzing and
recording information about the relative worth of employees. Based on the performance
appraisal, HR sets metrics for each employee.

● Training and development

In order to improve the performance of employees, they should undergo regular training
and further development. Training includes on-the-job and off-the-job.

● Employee welfare and motivation

HR department tries to keep employee benefits activities and more motivation

● Responding to complaints from employees

They are the link between employees and managers. Employee complaints about working
conditions are usually handled and resolved by the human resources department.

● Labor-Management Relations

In the event of an industrial dispute, Human Resources plays a key role in bringing both
management to the negotiating table and resolving the issue.

MARKETING DEPARTMENT

The marketing department should act as a guide and direct the rest of the company in
developing, manufacturing, fulfilling, and servicing products for customers.
Communication is essential. Marketing departments typically have a better understanding
of market and customer needs, but they should not act independently of product
development and customer service. Marketing should be involved, and there should be
disagreements whenever there is a discussion about new product development or the
company's customer-facing features.
Departmental Functions

● Demand generation

The pricing of the products is reasonable. Discount on prices is based on the orders they
got and also, they gave a discount to dealers because they bought bulk products.

● Market research

The company focuses their marketing research to make its products qualitative. As part of
their research, they introduce real ice cream instead of frozen desserts.

FINANCE DEPARTMENT

A company's finance department is responsible for organizing financial and accounting

operations, including preparing and presenting appropriate financial statements and

providing financial information to management.

Department functions

●Creation and Preparation of Financial Statements, the finance department

prepares and prepares financial statements such as trading, profit, and loss

statements, and balance sheets.

● Record Keeping and Preservation Sales and expense records are kept by the

finance department and used by other departments.

● Preparation and planning of internal financial information This is mainly done

for budgets. This is a financial plan and helps managers take corrective action.
 ● Analyze current financial performance. How a company performs in terms of

trade and spending is analyzed primarily using ratio analysis tools.

● The Pay Creditors Finance department ensures that bills are paid to people to

whom the company owes money.

● Paying employees while managing the payroll system is also an important job
of the finance department

TECHNICAL DEPARTMENT

Departmental Functions

● Technical department is responsible for all productive and preventive

maintenance of Plant and machinery.
● The department gives equal importance to preventive maintenance as well as
ongoing Troubleshooting.
● Technical department ensures the proper working of the machine.
● The important responsibilities include safety and pollution control.
 CHAPTER:02
REVIEW OF LITERATURE
2.1 INTRODUCTION

A literature review or narrative review is one of the two main types of review articles,
the other being a systematic review. Literature searches cover the current state of
knowledge, including content-related findings, as well as theoretical and
methodological contributions to a particular topic. The literature review is a
secondary source and does not report new or original experimental studies. Such
reviews mostly relate to the academic literature and can be found in scientific
journals. Literary studies form the basis of research in almost every field of science. A
thorough literature review may be included as part of a peer-reviewed journal article
to help present new research, position current research in the relevant literature, and
provide context for the reader. In such cases, the review usually precedes the
methodology and results part of the work.

Connolly A and Firth 0 (1999): "Visual Planning - the Power of Thinking Visually"
has defined P-O-p advertising's position in logo bear in mind and its numerous roles
like of informing, reminding, encouraging, developing exhilaration or interactivity
and constructing shop photograph have been tested in a study. Connolly and Fillip
(1999) concluded that, "p-o-p gives the entrepreneurs the closing possibility to speak
with the consumer earlier than a buy is made. This verbal exchange at the store can
play numerous roles 0/ in arming, reminding, encouraging, developing exhilaration or
interactivity and constructing shop photograph. It has been determined that data bear
in mind is greater while the context wherein humans strive to retrieve” data is similar
to the context wherein they in the beginning coded the data.

" Taylor, Susan L. and Robert M. Cosenza (2002): studied the buying desire
behaviour of a totally essential and economically possible phase of the youngsterager
marketplace known as the “later elderly woman youngsterager”. It changed into
discovered that a regular later elderly woman youngsterager changed into born to
keep. Making the proper desire, in particular for her clothing, changed into essential
each from a social association and a social affect position. This organization felt brand
(fit, appearance and style) to be the maximum essential characteristic to bear in mind
in clothing desire and later elderly woman teens desired exhilaration of their buying
venue. Shopping changed into essential and there have been dangers related to a
wrong desire in their clothing. Finally, their choice to live and keep on the
neighbourhood mall regarded to be a characteristic of the mall composition and
exhilaration.

Kevin Keller (2003): precise opportunities to speak to the clients and construct
brands. A type of alternatives is to be had to the entrepreneurs to speak with clients on
the factor of purchase.

Globalization (2003): The trendy examine with the aid of using Source Dynamic
Logic via a survey carried out in 2009 at the client conduct to exclusive forms of
commercials for merchandise together with Television, Online and Magazines,
discovered that commercials have changed the client conduct in this kind of manner
so they best cross for logo favourability in spite of advert cognizance in each sort of
media. Surveys display that mag commercials offer amazing effect on buying conduct
of consumers. Mostly humans cross for buying in line with the product fee proven in
commercials in spite of price of the product as they spend plenty greater than the real
fee best because of the have an impact on of commercials.

Baca et al, (2005): Advertisement of a products or services is administered with the

goal to create hobby amongst goal visitors due to the fact growing hobby is the
concern of advertisers (Rowley, 1998; Broeckelmann, 2010). Continues shopping for
of a specific product indicates consumers’ hobby (Ghirvu, 2013). Pharmaceutical
companies, for example, regularly make investments to create merchandise hobby in
goal marketplace with competitive income pressure which tries to inspire clients for
in addition query.

Chebat, Jean-Charles, M. Joseph Sirgy and Valerie St-James (2006): tested how a
mall’s quality (upscale vs. downscale), consumers’ socio-financial fame and kind of
keep interacts with their self-congruity. The quantity to which consumers become
aware of themselves with a mall’s image.

Nidhi Kotwal (2008): has reviewed studies carried out in India discovered that teens
are tremendously attracted closer to the TV commercial. Along with that
youngsterager ladies additionally encouraged with the aid of using the TV classified
ads and that they have a tendency to shop for the goods which they noticed in
classified ads. So it offers us concept that mass media has the fantastic effect at the
advertisements. Organizations are shifting closer to the innovative content material
which pulls the teenage ladies in addition to boys to shop for the goods.

Sonia (2008): identifies numerous attributes like quality, variety of products, constant
price, availability of brands, discounts, parking, advertisements, show of products,
ambience, want primarily based totally purchase, own circle of relatives individuals
pressure, socio monetary fame and conduct of team of workers in mind set and belief
formation toward the purchasing malls.

Yadav and Prajapati (2008): he has tested mall of their take a look at as a relative
preference phenomenon i.e. a patron chooses to keep at mall over the shops or a few
mall over the alternative department stores in which the selection is available. Mall
patronage is contingent upon preference valuation. Mall purchasing displays to be
greater reasonably priced and useful purchasing orientation due to the fact those offer
handy and green manner to evaluate stores throughout quite a few items or a manner
to finish numerous purchases in a single trip.

Barn (2009): He explored the effect of merchandise placement in film enterprise of

India. He located that product placement is a higher and a persuasive supply of
emblem recognition. The consequences of (Craig-Lees, Scott, & Wong, 2008) display
that emblem consciousness and emblem doesn’t forget have fantastic effect on
purchasers of Australians and Americans. The consequences of this look at proved the
preceding consequences of studies in US in 1995 and 2003.

Kit Yarrow, Jayne O'Donnell (2009): investigates that member of Generation Y keep
25 percentage to forty percentage extra than the common consumer. They argued that
those voracious and fearless purchasers have revolutionized the manner Americans
keep through turning conventional income and advertising and marketing techniques
upside down. Based at the research they analysed what motivates those younger
human beings to shop for sure merchandise and reject others. They discovered that
how purchasers outline their electricity, why they loath manipulation and why they
depend upon era and display entrepreneurs how they are able to faucet into the
shopping for electricity of this burgeoning institution of purchasers.

Rajan Yadav (2009): in his observe gives a framework to pick out the determinants of
customers’ mind set and notion in the direction of rising retail formats, which include
the purchasing mall. The observe ascertains the important thing variables that have an
effect on mind set and notion formation in the direction of purchasing department
shops and investigates vital demographic and social variables like income, frequency
to go to purchasing department shops, time-spending styles and vending alternatives
amongst mall visitors.

Pankaj Priya, Rajat Kanti Baisya, and Seema Sharma, (2010): Children range of their
cognitive cap potential whilst looking to interpret TV commercials and subsequently
shape specific attitudes toward them. The motive of this paper is to examine the effect
of kid's attitudes toward TV commercials on their resultant shopping for Behavior.
The call for the marketed merchandise is closely inspired via way of means of the
kid's mind-set toward commercials. Further, the cognitive extrude a few of the
specific age organizations ends in the formation of various attitudes toward the
commercials. Yet there are different robust elements aside from commercials, which
bring about the requests for a product or brand. More targeted technique is needed
way of means of advertisers whilst making plans their commercial marketing
campaign for specific age organizations of children, in place of thinking about them
as one homogenous group. Various factors of the commercials need to be
meticulously deliberate for specific age organizations.

Belch, ET. AI, (2010): protected this region in eu-e book on advertising. Many
advertisers are spending extra in their greenbacks wherein choices are made now that
they are able to attain clients on the factor of buy, offering extra product records at the
same time as lowering their personal efforts. However, aleven though the
presentations are very powerful at accomplishing clients, problems in getting stores to
conform with requests for presentations regularly make it tough for entrepreneurs to
apply them. Moreover, many stores are lowering the quantity of signage and
presentations they'll be given in addition to the message they communicate. Also as
account particular promotions end up extra popular; a few stores are requiring custom
designed POP materials.

Abideen1, farooq and latif (2011): In commercials goods, services, thoughts and
businesses are promoted via TV that is the principle supply to attain extensive sort of
customers. Advertising from all mediums play essential function to persuade human
beings however in our society TV is the principle supply to observe commercials that
convince now no longer best lifestyles cycle however additionally attitudes, behaviors
or even lifestyle of the country. Advertisements are constantly powerful for patron
mind set and modified their belief approximately products. Consumer conduct is the
mind set of clients concerning any product. Companies ought to examine the conduct
due to the fact those are the principle supply in their success. The principal reason of
patron conduct evaluation is to decide how clients behave toward sure circumstances.
Its reason is to investigate various factors affecting on customers conduct in phrases
of social, financial and mental attitude that decide the elements of advertising and
marketing blend decided on via way of means of management. In the advertising and
marketing development patron conduct is an vital variable on the way to now longer
simply give an explanation for the tangible traits of services or products however
additionally create an photograph with admire to mental and social composition of
person conduct. Consumer conduct research is used to investigate numerous
communiqué techniques in addition to for the improvement of synthetic goods.

Gunjan Baheti (2012): Advertisement strives at creativity which affects the

customer’s reason to shop for a selected product and alternate or make the belief of
the product with inside the thoughts of the consumers. Advertisement enchantments
act as a provider to arouse the mental reason of the customer for buying.
Advertisement includes rational and emotional appeals. In rational appeals the
product may be emphasised in particular on its advantages and the troubles which it
may clear up whilst however emotional enchantment meet the customer’s mental,
emotional and social requirements.

Mackey,K. and Liang,A. (2012): A look at document on "Globalization, evolution and

emergence of direct-to client marketing and marketing: Are rising markets the
subsequent pharmaceutical advertising frontier? " concluded that Pharmaceutical
marketing and marketing has gone through a fast evolution because of Globalization,
converting patient- issuer relationships, rising fitnessassociated technologies,
developing significance and expanding “business” of world fitness. Yet,
pharmaceutical advertising could have damaging fitness and monetary outcomes, in
particular if left unregulated and allowed to proliferate and move geopolitical borders
with inside the out of control virtual environment. Emerging markets may also
constitute the subsequent logical step for virtual DTCA proliferation, given their
untapped marketplace capability and explosive growth; however they may be in
particular at hazard given the ambiguous regulatory remedy of virtual DTCA.

Rafique et al, (2012): argued that commercial is a manner to speak with the audience.
They believed that subculture fairly have an impact on the shopping for behaviors of
the human beings due to the fact everyone has specific desires and developments
consistent with their lifestyles styles. Thus if we are saying that commercial is sort of
a magic than it'll now no longer be fake due to the fact commercial sincerely
adjustments the wants and needs of the human beings and every so often it creates the
want a number of the human beings. They are fairly laid low with the classified ads
and companies are seeking to goal the loads of the human beings. Organizations are
the use of above the road and beneath the road strategies of the commercial which in
shape great with their merchandise. Researchers have determined that media
commercial are maximum famousclassified ads and those like TV ads, so its miles
appropriate medium to put it on the market merchandise like cosmetics and FMCG.

Redondo, (2012): tested the impact of seen publicity of merchandise in growing logo
reputation with the aid of using putting them in video games. He released 3 variations
of video games on websites. In which one has excessive diploma of publicity of
merchandise, 2nd has low diploma of product placement publicity while 0.33 one has
no placement of merchandise at all. He discovered that excessive diploma of publicity
model has fantastic logo reputation effect on customers wherein as low diploma
publicity of product placement has low effect on customers while no placement of
merchandise model has no effect over customer in growing logo cognizance and
reputation. (Lee, Sung, & Greg, 2011) tested the belief of college students
approximately product placement. These exploratory studies turned into carried out in
USA and Korea. The Korean college students felt that product placement isn't a moral
activity. Korean college students favoured authority’s regulations concerning product
placement while USA college student’s favoured placement of product in movies, TV
indicates and music. Similarly, (Lord and Gupta, 2010) reviewed the preceding
researches to observe the acceptability of product placement and it’s have an impact
on shopping for conduct of B2B consumers. The consequences confirmed that
product placement is a fantastic and proper technique in growing logo reputation and
logo take into account for B2B customer of their buying of merchandise and services.
Xu Yang (2012): Practitioners and strategists suppose that strategic innovation is an
inclusive time period which includes the special innovation and creativity like new
merchandise and offerings. The organizations are increasing because of saturation of
the nearby markets and those organizations are going the world over and globally.
Several strategic innovations need to me consider for those form of expansions.
Strategic innovation includes 4 matters which can be new marketplace creation,
product price addition, aggressive disruption and carrier price addition (Caroline
SueLin, 2010). Cosmetic enterprise is focusing in those 4 dimensions. Cosmetics
aren't important withinside the lifestyles of people but they should create their
marketplace and extend their circle. So they should cognizance on those matters.

Gupta, (2013): In the existing era, entrepreneurs are focusing client rule this is client
is their first preference. To maintain deep eye on clients the number one obligation to
the employer is to benefit the information approximately the clients. In this manner
entrepreneurs might be a success in pleasing the want and desires of the clients and
are searching for the higher possibilities within side the market. Researchers discover
that entrepreneurs want to apprehend those 4 matters a good way to serve their clients
higher. Firstly entrepreneurs have to understand that clients make rational selections
which will get the fine product to be had within side the market. Secondly clients
additionally make irrational selections and they're very impulsive and may be
attracted toward the promotional activities. In the equal manner emotional affiliation
additionally positioned a power at the thoughts of clients. In the closing clients
additionally purchase as a trouble solver, they seeks the goods which could resolve
their trouble.

Geeta Sonkusare (2013): Television marketing and marketing is a completely

powerful device of speaking message to its target market because it has the cap
potential to mix visual & audio verbal exchange and therefore this makes classified
ads is an essential medium to make human beings privy to any merchandise. There is
exceptional merchandise which the ladies customers used, in that the FMCG
merchandise they pick out upon getting records approximately the ones precise
merchandise. This paper gives the consequences of a have a look at designed to check
the Impact of TV marketing and marketing and on ladies customers’ shopping for
conduct. Unlike preceding studies, however, the results of such verbal exchange
tactics on ladies’’ are evaluated within side the context of family choice making
however on this studies paper the cause is to have a look at on various factors which
stimulated on shopping for conduct, their delight with marketing and marketing
techniques in FMCG merchandise, their month-to-month expenditure etc. The
Primary information has been gathered from 30 respondents from Chandrapur City.
Structured questionnaires were framed contained 10 questions which have been
requested to ladies customers. The secondary information has been gathered from
books, websites, articles, TV etc.

Raju (2013): expressed that with the present day technology there was visible a super
growth in era, with this era advertisers now thinking about the variety of mass media
channels and manner of communications which offer them the clean and speedy get
right of entry to the consumers. Other aspect of this era development is that clients are
actually having lots of statistics and they are able to get the element which first-rate
fits to them. So it turns into very tough for the advertiser to construct the logo
attention and situation the thoughts of the clients to make very last buy decision, as
clients are gaining extra manipulate over the goods and statistics.

Pinki Rani (2014): Factors influencing patron conduct has argued patron Buying
Behavior refers back to the shopping for conduct of the last patron. Many elements,
specificities and traits have an impact on the character in what he's and the patron in
his choice making process, purchasing habits, and buying conduct, the manufacturers
he buys or the stores he goes. A busy choice is the end result of each and every such
element. A character and a patron is led by means of his culture, his subculture, his
social class, his club groups, his family, his personality, his mental elements, etc.. And
is motivated by means of cultural developments in addition to his social and societal
environment. By figuring out and expertise the elements that have an impact on their
clients, manufacturers have the possibility to expand a strategy, an advertising
message (Unique Value Proposition) and marketing and marketing campaigns greater
green and greater consistent with the wishes and methods of taking into account their
goal consumers, an actual asset to higher meet the wishes of its clients and boom
sales.

Shweta Vats (2014):- A examine on “effect of direct to purchaser marketing and

marketing via interactive net media on operating kids”. This studies paper analyses
the impact of social media merchandising of prescription medicinal drugs on conduct
of operating kids. It additionally researches the adoption of social media via ways of
operating kids for gathering records on Prescription drugs. This examines
additionallytargets at getting a perception into correlation among demographic
elements and mind set and notion for social media primarily based totally prescription
drug advertisement.

Samar Fatima and Samreen Lodhi (2015): Advertisements were used for decades to
persuade the shopping behaviors of the consumers. Advertisements are useful in
developing the notice and belief of most of the clients of beauty products; each of
those variables are a deadly aggregate to persuade the consumers to shop for
behaviors of the consumers. These precise studies were carried out at the 2 hundred
younger male or women who use special manufacturers of cosmetics to test the
impact of commercials on their shopping conduct at the same time as developing the
notice and constructing the perceptions. Correlation and regression evaluation have
been used to pick out the connection among those variables. The outcomes found out
offer the brand new manner to managers to plot appropriate methods for the
advertising of beauty products. These outcomes display that commercials are very
beneficial in developing the notice of most human beings, however they did not
construct robust perceptions within the thoughts of consumers. Both of those
variables consisting of customer attention and customer perceptions will inspire the
customer to shop for a sure product, as there may be a high- quality courting found in
among them.

Supriya Verma (2016): The look at the impact and conduct of human beings towards
YouTube commercials. Advertisements play a crucial position to create cognizance
amongst human beings approximately the product or service. Earlier commercials had
been proven and displayed on television, radio, and newspaper however today’s
virtual media have changed and conquered the antique shape of commercials. In
virtual media YouTube has emerged as a not unusual platform for commercials. While
looking at YouTube, we regularly come upon pre-roll commercials which
occasionally have a choice to skip, and mid-roll commercials that are normally among
the content material we're looking at on YouTube. For this study pattern length is one
hundred. Questionnaire was mailed to one hundred respondents (18-35 years). 56% of
respondents watch YouTube each day and a number of them use cellular to look at
YouTube.

Zain-Ul-Abideen and Salman Saleem (2016): Advertising is a shape of communiqué

supposed to persuade an audience (viewers, readers or listeners) to buy or take a few
movements upon products, information, or offerings etc. This paper investigates the
connection among impartial variables that are environmental reaction and emotional
reaction with attitudinal and behavioural issue of client shopping for conduct, via way
of means of tapping the responses of two hundred respondents the use of
telecommunication offerings from Rawalpindi, Islamabad, and Lahore (towns of
Pakistan). The main findings of the take a look at show an average regular affiliation
among the variables however in-intensity evaluation discovered that emotional
reaction of client buy conduct is the variable that results in robust affiliation with the
client shopping for conduct. It is real that human beings buy the ones manufacturers
with which they're emotionally attached.
2.1 THEORETICAL FRAMEWORK

ADVERTISEMENT

Advertisement is a form of communication proposed to persuade an audience

(viewers, readers or listeners) to buy or take some action upon products, ideas or
services. It usually includes the name of the product or service and how that product
or service could benefit the customers, to persuade a target market to purchase or to
consume that particular brand. Commercial advertisers, as in the case of the
telecommunication sector, often intend to generate increased consumption of their
product or services through branding, which involves the repetition of an image or
product name in an effort to associate related qualities with the brand in the minds of
the consumers.

The purpose of advertising is to create awareness of the advertised product and

provide information that will assist the consumer to make purchase decisions. The
relevance of advertisement as a promotional strategy, therefore, depends on its ability
to influence consumers not only to purchase but to continue to repurchase and
eventually develop brand loyalty. Consequently, many organizations spend a huge
amount of money on advertising and brand management. Consumers perceive the
brand as having superior quality because it has been endorsed by a credible source.
This makes the endorsement as one of the indicators of quality for any brand which
plays a significant role in the attitude of the consumer towards the brand and the
advertisement respectively.

Historically, Out-of-home advertising and billboards are the oldest form of

advertising. However, with the passage of time as education became an essential need
and people learned to read and write, marketers used print Ads to reach out to its
audience at cost with mediums such as the radio, television and internet to be
projected from, the products were no longer differentiated only by their attributes but
the benefits that they would give to the consumers. These benefits were made aware
of by advertisements. Consumer Brand Preferences is the measure of brand loyalty in
which a consumer will choose a particular brand in presence of competing brands, but
will accept substitutes if that brand is not available.

Advertising Objectives

Each advertisement is a specific communication that must work not just for one
customer, but for many target his buyers. This means that you should set specific
goals for each individual advertising campaign. Advertising is a form of promotion
and, like promotions, must accurately identify the target consumer and clearly
demonstrate the intended effect of the advertisement on the consumer. Advertising
objectives have traditionally been stated in direct sales. Advertising is now considered
communication intended to inform, persuade, and convince potential customers of the
value of a product. Advertising attempts to condition consumers to respond positively
to advertising messages. This will serve as a guide for planning and executing your
entire advertising program. The goals that a company places on its wish list depend
on the history of the company, the history of the product, the industry it belongs to,
and the current situation and needs of the company. Advertising has three main
purposes:

• Advertising is used to increase brand awareness and brand presence in the target
market. Informing potential customers about your brand and its products is the first
step in achieving your business goals. • Convincing a customer to perform a specific
task is the primary goal of advertising. Tasks include purchasing or trying products
and services offered, developing brand positivity based on brand image.

• Another goal of advertising is to reinforce your brand message and convince

existing and potential customers of your brand vision. Advertising helps brands
maintain awareness and prevent competitors from stealing customers. This also helps
with word-of-mouth marketing.
• Other advertising goals are subsets of these three goals. These subsets are:

a) brand building

b) increased sales

c) create demand

IMPORTANCE OF ADVERTISING

➢ TO CUSTOMERS:

1. Convenience: Targeted informative advertisements make the customer's decision

making process easier as they get to know what suits their requirements and budget.

2. Awareness: Advertising educates the customers about different products available

in the market and their features. This knowledge helps the customers compare
different products and choose the best product for them.

3. Better Quality: Only brands advertise themselves and their products. There are no
Advertisements of unbranded products. This ensures better quality to the customers as
no Brand wants to waste money on false advertising.

➢ TO BUSINESS:

1. Awareness: Advertising increases the brand and product awareness among the
people belonging to the target market.

2. Brand Image: Clever advertising helps the business to form the desired brand Image
and brand personality in the minds of the customers.
3. Product Differentiation: Advertising helps the business to differentiate its product
from those of competitors' and communicate its features and advantages to the target
audience.

4. Increases Goodwill: Advertising reiterates brand vision and increases the goodwill
of the brand among its customers.

FUNCTIONS OF ADVERTISING:

For many firms advertising is the dominant element of the promotional mix
particularly for those manufacturers who produce convenience goods such as
detergents, non- prescription drugs, cosmetics, ice creams, soft drinks and grocery
products. Advertising is also used extensively by matters of automobiles, home
appliances etc. To introduce a new product and its features, uses, attributes, product
availability etc. Advertising can help to convince the potential buyers that a firm's
product or service is superior to a competitor product. It can create a brand image and
carry out functions like promotion of sales, introduction of new product awareness,
mass production facilitation, carry out research, education of people.

ADVANTAGES OF ADVERTISING

a) Reduced Unit Costs: Broader advertising appeal will increase demand for products,
benefitting organizations as they benefit from economies of scale.

b) Help build your brand: Advertising is effective in building your brand.

c) Help launch new products: Launching new products is easy when supported by
advertising.
d) Increase existing customers' trust in your brand: Advertising increases existing
customers' trust in your brand because they feel proud to see an advertisement for the
product or brand they use.

e) Helps reduce customer churn: Strategic promotion of new products and better

services can reduce customer churn. Disadvantages of advertising

DISADVANTAGES OF ADVERTISING

a) Increased costs: Advertising is a company expense and adds to the cost of the

product. Ultimately, these costs are borne by the end user.

b) Confuse buyers: Too many ads with similar claims often confuse buyers about

what to buy or whether to buy a product.

c) Misleading: Some advertisements use clever tactics to mislead customers.

d) Large companies only: Advertising is an expensive business and only large

companies can do it. This removes small businesses from competing with large

companies that enjoy a monopoly in the market.

e) Promote the sale of adulterated goods: Effective advertising can even lead to the
sale of adulterated goods that are not good for consumers.
TYPES OF ADVERTISING

A successful advertising campaign will spread the word about your products and
services to attract customers and generate sales. Whether you are trying to encourage
new customers to buy an existing product or launching a new service, there are many
options to choose from. The most suitable advertising option for your business will
depend on your target audience and what is the most cost effective way to reach as
many of them as possible, as many times as possible. The various advertising
mediums are as follows:

1) NEWSPAPER

Newspaper advertising can promote your business to a wide range of customers.

Display advertisements are placed throughout the paper, while classified listings are
under subject headings in a specific section. You may find that a combination of
advertising in your state/metropolitan newspaper and your local paper gives you the
best results.

2) MAGAZINE

Advertising in a specialist magazine can reach your target market quickly and easily.
Readers (your potential customers) tend to read magazines at their leisure and keep
them for longer, giving your advertisement multiple chances to attract attention.
Magazines generally serve consumers (by interest group e.g. women) and trade
(industry/business type e.g. hospitality). If your products need to be displayed in color
then glossy advertisements in a magazine can be ideal - although they are generally
more expensive than newspaper advertisements.

3) RADIO

Advertising on the radio is a great way to reach your target audience. If your target
market listens to a particular station, then regular advertising can attract new
customers. However, sound has its limitations. Listeners can find it difficult to
remember what they have heard and sometimes the impact of radio advertising is lost.

4) TELEVISION

Television has an extensive reach and advertising this way is ideal if you cater to a
large market in a large area. Television advertisements have the advantage of sight,
sound, movement and color to persuade a customer to buy from you. They are
particularly useful if you need to demonstrate how your product or service works.

5) DIRECT MAILS AND CATALOGS

Direct mail means writing to customers directly. The more precise your mailing list or
distribution area, the more of your target market you will reach. A direct mail
approach is more personal, as you can select your audience and plan the timing to suit
your business.

6) ONLINE

Being on the internet can be a cost-effective way to attract new customers. You can
reach a global audience at a low cost. Many customers research businesses online
before deciding who to buy from a well-designed website that can entice customers to
buy from you. There are a number of ways you can promote your business online via
paid advertising or to improve your search engine rankings.

ADVERTISING DECISION AND STRATEGY

Advertising expenditures are increasing everyday all over the world, and a great deal
of this spending is for new brands. Something in mind of consumers is ads' spending
amount on brands shows the brands' quality. More advertisements show better quality
of the product and Service. In this situation advertisers should develop global
strategies that make their advertising efforts more efficient and consistent. A number
of benefits can result from strong strategies such as lower advertising cost, greater
global advertising coordination and more consistent image. Most international
advertisers think global and act local. According to them the advertising program
should evaluate both communication effects and sales effects of advertising regularly.
They try to make their advertising programs more responsive to consumer needs and
expectations within local markets.

CONSUMER PREFERENCES

A variety of approaches and theories that attempt to explain the factors that influence
consumer purchasing decisions and their behavior. The purpose of studying consumer
behavior is to reveal consumer patterns

Attitudes in deciding to buy or ignore a product. Consumer preferences for products

and brands arise from the interplay of many factors. Some are due to the
characteristics of the product itself (price, shelf life, etc.) and some are due to the
characteristics of the consumer himself.

Consumers often make decisions in environments where some alternatives are known
and additional alternatives are revealed by search. When choosing from various
alternatives, how each was discovered should be irrelevant from a normative point of
view. Consumers often have to choose between a variety of previously discovered
alternatives or seek out additional alternatives before making a choice. An important
part of previous research has examined consumer choices from a predetermined set of
choices. As a result, we know a lot about the composition of selection sets and how
decision context influences selection. Consumer choice theory was used as the
theoretical framework for this study. Factors Affect Consumer Preferences.

Consumer purchasing preferences are influenced by cultural, social, personal, and

psychological factors.

a) cultural factors

Culture represents a broad social heritage, i.e. specific forms of adaptation to the
environment by society as a whole. It encompasses a set of learned beliefs, values,
attitudes, morals, habits, habits and preferences shared by a society and passed down
from generation to generation within that society. Cultural influence is a force that
undermines both consumption and decision-making patterns from childhood. Many of
our actions are determined by culture. Our cultural institutions (family, school,
temple, language, customs, traditions, etc.) provide guidelines for marketers.

b) personal factors

Consumer purchasing preferences are also influenced by individual characteristics.

These include the purchaser's age and stage in life, her occupation, economic
situation, lifestyle, personality and self-image.

c) age and stage in the life cycle;

Consumption is shaped by the family life cycle. Marketers often choose lifecycle her
group as their target market.

d) economic situation;

Product choices are greatly influenced by economic conditions such as income,

savings, wealth, ability to borrow, and attitudes towards spending and saving.

e) Occupation

People's consumption behavior is also influenced by occupation. Marketers try to

identify a group of professionals who have an above-average interest in their product
or service. Company can even specialize its products for certain occupational groups.

f)Life Style

Lifestyle is the person's pattern of living in the world expressed in activities, interests
and opinion. Life style captures something more than the person's social class or
personality. The technique of measuring life styles is known as psychographics. It
involves measuring the major dimensions.

g) Personality and Self- concept

"Personality means distinguishing psychological characteristics that lead to relatively

consistent and enduring responses to the environment. Personality can be useful in
analyzing consumer behavior for some product or brand choices.

h) Psychological Factors

A person's buying choices are also influenced by four major psychological factors-
motivation, Perception, learning and beliefs and attitudes.

i) Motivation

"A motive is a need that is sufficient pressing to direct the person to seek satisfy the
needs"

PURCHASE DECISION

During the devaluation phase, consumers form preferences among the brands in the
selection set. Consumers can also form purchase intent to buy the brands they like the
most. However, he may have two factors intervening between the purchase intention
and the purchase decision. For the first factor, the extent to which another person's
attitude undermines the consumer's preferred alternative depends on the strength of
others' negative attitudes toward the consumer's preferred alternative and the
consumer's adherence to the preferred alternative. It depends on his two factors: the
consumer's motivation to do so. Other people. The closer and more intense the
opponent is to the consumer, the more likely the consumer will adjust their purchase
intentions. The reverse is also true. When likes like the same brand, shoppers'
preference for that brand increases. Purchase intentions are influenced by anticipated
situational factors. Consumers base their purchase intentions on factors such as
expected family income, expected price, and expected product benefits. When
consumers are trying to meet their actual expectations, factors can creep in that
change buyer intent.

BRAND PREFERENCE

Brand preferences reflect a desire to use a particular company's products or services.

even if there are equivalent, equally available alternatives. In fact, most of the time,
brand preferences indicate a desire to seek out specific products and services. A
marketer's primary goal is usually to build a relationship with a buyer.

Do retail sales. Ideally, the essence of this relationship is a strong bond between buyer
and brand. Here are her six strategies for building that relationship. Associate it with a
pleasant mood. Appeal to unconscious motives. Align buyers with your brand through
rewards. Create preferences by penetrating perceptual and cognitive barriers. Offer
attractive models that buyers can emulate. Selection of individual strategies or
combinations will depend primarily on the type of branded product or service.

BENEFITS OF BRANDING

a) Identification

Branding your product can improve the return on your advertising and marketing
budget. Communicating the same messages and using brand elements such as logos,
colors, packaging and graphics consistently helps to reinforce brand qualities.

b) Extension

A strong brand can help you launch new products or enter new market sectors. Giving
new products the brand elements and qualities that customers recognize and trust
reduces the risk of failure.
c) Growth

Branding can help you increase your revenue and grow your customer base. By
promoting your brand consistently, you can move prospects and customers through
different levels of brand familiarity. Brand recognition occurs when customers can
recall a brand's qualities.

d) Barrier

A brand can help protect market share and create barriers to entry for new Strong
competitors. Competitors wishing to enter would have to make a major investment in
brand development and marketing to match your strengths. Branding can also help
you to maintain pricing levels.

BRAND AND CONSUMER PREFERENCES

Often, consumers will tend to choose a brand that they consider congruent with their
self- image. In this particular way each consumer at an individual basis will try to
reflect his or her own identity through choice. When part of a larger social group,
consumer choices tend to converge regarding a certain pattern thus forming the basics
of an individual social identity. Brand preference is a key step in consumer decision
making, involving elements of choice.

In establishing brand preference, consumers compare and rank different brands by

focusing on their uniqueness defined brand preference as "the extent to which the
customer favors the designed service provided by his or her present company, in
comparison to the designated service provided by other companies in his or her
consideration set," with a consideration set referring to brands that Consumer would
consider buying in the near future. Also, customer's advisory has a positive effect on
establishing a positive effect on brand and consumer preferences.
ADVERTISING EFFECTS ON CONSUMER BRAND PREFERENCE

The purpose of advertising is to show the identity and individuality of the brand, and
the ad's goal is to give the brand a first class ticket throughout the life of it.
Advertising remind, liking, and correct brand identification are three metrics
commonly used to assess the quality of advertising, particularly once it has gone to air
and is playing in the competitive environment with viewers seeing it in their home
environment.

Advertisers seek to increase consumer's engagement with brands. However,

consumers vary in what they find engaging and, as such, enhancing consumer
engagement has been a challenge. It has to be updated according to new trends in the
world. (New technologies, changing markets, changing legal frameworks etc.) But
there are more challenges and trends that increase the pressure on marketing and
brand management.
 CHAPTER :3
RESEARCH METHODOLOGY

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3.1 INTRODUCTION

One definition of research is used by the OECD, "Any creative systematic activity
undertaken in order to increase the stock of knowledge, including knowledge of man,
culture and society, and the use of this knowledge to devise new applications."
Research Methodology is "'a contextual framework' for studies, a coherent and logical
scheme primarily based totally on views, beliefs, and values, that publications the picks
researchers [or other users] make". It obliges the hypothetical assessment of the edge of
procedures and thoughts identified with a branch of skill to such an extent that the
philosophies recruited from contrasting controls range depending on their antiquated turn
of events. This makes a continuum of strategies that reach all through contending
understandings of how ability and the truth are fantastic perceived. This arranges systems
inside general methods of reasoning and procedures. System can be envisioned as a range
from a transcendently quantitative strategy toward a dominatingly subjective method.
Albeit a procedure can likewise moreover routinely sit down fundamentally inside this
kind of strategies, scientists can likewise also combination procedures in noting their
examinations targets thus have philosophies that are multimethod and additionally
interdisciplinary. In general, a procedure does now at this point don't have down to bring
to the table arrangements - it's miles accordingly, presently not, at this point like a
strategy. All things being equal, a strategy gives a hypothetical viewpoint for data which
technique, set of methodologies, or astounding practices might be completed to the
investigations question(s) close by. Research has been described in some of distinctive
ways, and even as there are similarities, there does now no longer look like a single, all-
encompassing definition this is embraced via way of means of all who have interaction in
it. Research in not unusual place parlance refers to a look for understanding. Once also
can outline studies as a systematic and systematic look for pertinent records on a selected
topic.

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3.2 Research Design

The conceptual framework in which research is carried out is known as research design.
It serves as a plan for data gathering, measurement, and analysis. The study method is
defined by the research design. After the formulation of the research problem, the
research design is created. Descriptive research is the method used in this study.
Descriptive research is a sort of fact-gathering research. It is commonly used in research
in the physical, natural, and social sciences. The primary goal of descriptive research is to
provide a description of the current situation.

3.3 Population

Population refers to the total number of people that are the subjects/respondents of the
study. The population here is the customers of Meriiboy ice cream.

3.4 Sampling

Sampling is the process of selecting a sample from the entire population. Convenience
sampling was used to select the sample. In this project, the researcher selected
Convenience sampling because the population is large. Sample Design is a method of
collecting data in which information is collected from a small portion of the total
population.

Convenience sampling
Convenience sampling is a sampling method that uses participants who are most
conveniently available. This sort of sample is usually biased. It most likely does not fit
the correct definition of random sample, where everyone in the population has an equal
chance of being selected. Since it does not truly represent the population, it is limited
when it comes to generalization. Valid inferences about the large groups cannot be made
based on the results drawn from the convenience samples. Convenience sampling is a non

75
probability method, which may be appropriate when a researcher wants to get a gross
approximation of the truth, while avoiding the time and cost of a random sample.
The scaling used for the study is ‘Five Point Likert scale’. Scaling is the branch of
measurement that involves the construction of an instrument that associates qualitative
constructs with quantitative metric units. A Likert scale is a scale used to represent
people's attitudes to a topic. It is the most widely used approach to scaling responses in
survey research. The Likert Scale is used to allow the individual to express how much
they are satisfied or dissatisfied with a particular statement.

3.5 Sample Size

Sample size is a small group of 130 samples taken under consideration. This small group
represents the total population. As it is impossible to approach all respondents, a Sample
was selected which represents the whole population.

3.6 Data Collection

The task of data collection begins after a research problem has been defined and research
design is chalked out. While deciding about the method of data collection to be used for
study, the researcher should keep two types of data they are
A) Primary data
B) Secondary data

Primary data
Primary data are those data which are collected for the first time. Primary data can be
obtained either through observation or through direct communication. In this sample, a
sample survey was used for collecting the primary data. The primary data is collected by
using an online questionnaire method.

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Secondary Data
Secondary means the data that have already been collected by someone and which have
already been passed through the statistical processes. In this project, the researcher has
taken textbooks, journals, magazines, and websites as the sources of Secondary data.

Data Collection Tool

The tool used for data collection is through questionnaires using Likert scale, which is
termed as a summated instrument scale. It consists of a number of statements which
express whether a positive or negative attitude towards the object of interest. The
respondents are asked to agree or disagree with each statement. Each response is given a
numerical score to reflect its degree of attitude, and the scores are totalled to measure the
respondent’s attitude. Here in this project researchers used a 5-point scale questionnaire
for data collection.

3.7 Statistical Treatment

Statistical treatment means the tool or technique that is used for analyzing and
interpreting the data. Through this researcher can do an easy study on data collected by
him and make the interpretation. The statistical treatment used for the interpretation are:

Percentage analysis
Percentage analysis is the method to represent raw streams of data as a percentage (a part
in 100 – percentage) for better understanding of collected data. Percentage analysis is
applied to create a contingency table from the frequency distribution and represent the
collected data for better understanding.

3.8 Software used for the study

This project research used the MS Excel in order to analyze the data and find out
conclusions. MS Excel Microsoft Excel is a spreadsheet programme that is available for

77
Windows, Mac OS X, and iOS. It includes calculating, graphing tools, pivot tables, and
Visual Basic for Applications, a macro programming language. It has become the
industry standard for spreadsheets for these systems, notably after version 5 in 1993,
when it superseded Lotus 1-2-3 as the industry standard. Excel forms part of Microsoft
Office.

78
 CHAPTER:4

DATA ANALYSIS AND INTERPRETATION

79
4.1 INTRODUCTION

The process of analyzing, cleaning, manipulating, and modeling data with the objective
of identifying usable information, drawing conclusions, and assisting in decision-making
is known as data analysis. Data analysis includes several dimensions and approaches,
including a wide range of techniques in various business, science, and social science
disciplines under various names. Cleaning, converting, and modeling data to identify
useful information for business decision-making is defined as data analysis. Data
analysis' goal is to extract usable information from data and make decisions based on that
knowledge. The process of examining data using analytical and logical reasoning to
investigate each component of the data presented is known as data analysis. Data is
obtained from a variety of sources, examined, and then analyzed to arrive at some sort of
conclusion or findings. Data mining, text analytics, business intelligence, and data
visualization are only a few examples of various data analysis methods. The precise and
appropriate analysis of study findings is a critical component of ensuring data integrity.

Data analysis is the most important aspect of any study. The data analysis process
summarizes the information gathered. It entails the use of analytical and logical reasoning
to data in order to identify patterns, correlations, and trends. Data analysis is a technique
that is used to analyze the acquired data after all of the data has been collected. The type
of data analysis tool employed is determined by the data type. The completed
questionnaire was edited for completeness and consistency before being processed. The
information was then coded to allow the responses to be categorized. The data in this
study were analyzed using percentage analysis and graphical representation. The
information gathered was tabulated and then converted to percentages. The percentage is
then represented graphically using graphs such as bar charts. Finally, based on the
tabulated data and graph, conclusions are drawn.

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Table 4.1 Gender of respondents

Gender Frequency Percentage

Male 57 43.84%

Female 73 56.15%

Total 130 100

Fig 4.1 Chart showing Gender

INTERPRETATION

Out of 130 respondents collected 43.84% of respondents are male and 56.15% of
respondents are female.

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Table 4.2 Age of Respondents

Age Group Frequency Percentage

18-25 106 81.5%

26-35 20 15.5%

36-45 2 1.5%

45 & above 2 1.5%

Total 130 100%

Fig 4.2 chart showing age group

INTERPRETATION

Out of 130 responses most of the respondents (81.5%) are between the ages 18-25 and
15.4% of respondents were aged between 26-35. This is because most consumers are
aged between 18-25.

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Table 4.3 Factors that influence people to choose Meriiboy Ice cream

Factors Frequency Percentage

Quality 98 75.4%

Brand value 10 7.7%

Advertisement 15 7.5%

Price of the product 7 5.4%

Total 130 100%

Fig 4.3 Chart showing the factors that influence people to choose Meriiboy Icecream

INTERPRETATION

From the analysis, advertisement influenced 75.4% of consumers and 11.5% of

consumers were influenced by the quality and Advertisement and 7.7% were influenced
by Brand Value . From the response, it is clear that Meriiboy advertisement campaigns
are very successful and it has helped them to stand out among their competitors.

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Table 4.4 Main source of information about Meriiboy Ice cream

Medium Frequency Percentage

Advertisement on TV 95 73.1%

Retail shop 19 14.6%

Internet 16 12.3%

Official website 0 0%

Total 130 100%

Fig 4.4 Chart showing about Meriiboy Ice cream Main source of information

INTERPRETATION

From the analysis, 73.1% of consumers came to know about Meriiboy through
advertisements on TV, 14.6% through retail shops, 12.3% through the internet and none
of the respondents through the website, which implies Merriboy’s TV commercials have
helped them stand out among their competitors compared to other media of
advertisement.

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Table 4.5 Influence of Meriiboy Ice cream advertisement on consumer behavior

Consumer Influence Frequency Percentage

Desire to purchase 49 37.7%

Brand preference 43 33.1%

Brand awareness 23 17.7%

Company image 15 11.5%

Total 130 100%

Fig 4.5 Chart showing the Influence of Meriiboy Ice cream advertisement

INTERPRETATION

From the analysis of the impact of Meriiboy advertisement, 37.7% feel that it increases
their desire to purchase, while 33.1% feel that it increases their brand preference. 17.7%
feel it made them aware of the brand and 11.5% feel it improved the company's image.

85
Table 4.6 Advertisement – Brand Recall Factors

Factors Frequency Percentage

Advertisement 55 42.3%

Celebrity 39 30%

Theme 27 20.8%

Tagline 9 6.9%

Total 130 100%

Fig 4.6 Chart showing the Advertisement – Brand Recall Factors

INTERPRETATION

We tried to figure out what a consumer recalls while hearing the name Meriiboy and we
understood that among our respondents 43.3% thought about the advertisements, 30%
about the celebrity, 20.8% about the theme and 6.9% about the tagline.

86
Table 4.7 Consumer rating of Meriiboy Ice-cream advertisements

Rating Frequency Percentage

Good 85 65.4%

Excellent 35 26.9%

Average 9 6.9%

Poor 0 0%

Total 130 100%

Fig 4.7 Chart showing the Consumer rating of Meriiboy Ice-cream advertisements

INTERPRETATION

We tried to figure out from our respondents what they feel about Meriiboy
advertisements. 65.4% feel that it is good, while 26.9% feel it is excellent, 6.9% feel
there is room for improvement but no respondents feel it is poor.
87
Fig 4.8 Reach medium of offers/ schemes offered by Meriiboy ice creams

Medium Frequency Percentage

TV Commercials 79 60.8%

Friends 30 23.1%

Retail shops 21 16.2%

Print media 0 0%

Total 130 100%

Fig 4.8 Chart showing the Reach medium of offers/ schemes offered by Meriiboy

Icecreams

INTERPRETATION
From our survey, we could understand that 60.8% of the consumers get to know about
Merriboy’s offers through TV Commercials, while 23.1% through their friends. 16.2%
got to know directly through retail shops and no one seems to get the information through
print media, which clearly shows the uptrend in the influence of digital media platforms.

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Table 4.9 Offers provided during Meriiboy ice cream purchase

Offers Frequency Percentage

Offer in quantity 52 40.9%

Savings in value 40 31.5%

Combo pack 30 23.6%

Complimentary product 5 3.9%

Total 130 100%

Fig 4.9 Chart showing the Offers provided during Meriiboy Ice cream purchase

INTERPRETATION
We got to know that 40.9% of our respondents got offers in quantity, while 31.5% felt
they got savings in value. 23.6% of them were offered combo packs while 3.9% of them
received complimentary products.

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Table 4.10 Advertisements helping consumers in registering Meriiboy Icecreams
brand Image

Advertisement Recall Frequency Percentage

Yes 75 58.1%

No 10 7.6%

Maybe 44 34.1%

Total 130 100%

Fig 4.10 Chart showing the Advertisements helping consumers in registering

Meriiboy ice creams brand Image

INTERPRETATION
From the survey we tried to find out how the advertisement helps out in registering the
brand image among the consumers and 58.1% of them feel they were influenced. 34.1%
of them are not sure while 7.6% of them feel they weren’t influenced.

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Table 4.11 Meriiboy product and advertisement quality promises according to
consumer

Quality Frequency Percentage

Yes 80 62.5%

No 8 6.3%

Maybe 40 31.3%

Total 130 100%

Fig 4.11 Chart showing the product quality and advertisement quality promises

INTERPRETATION
From the respondents we tried to understand how satisfied they were with the quality
promises made during advertisement and the same during purchase, 62.5% feel they got
similar quality product promised during the advertisement. 31.3% are not sure while
6.3% feel they didn’t receive the advertised quality.

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Table 4.12 Celebrity influence in Meriiboy advertisements

Influence Frequency Percentage

Yes 45 35.6%

No 49 39.7%

Maybe 36 27.7%

Total 130 100%

Fig 4.12 Chart showing the Celebrity influence in Meriiboy advertisements

INTERPRETATION

We wanted to find out how the celebrity presence affect the product purchase and we
found out 34.6% were positively influenced in their purchase. 37.7% feel it didn’t have
any impact while 27.7% are not quite sure.

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Table 4.13 The most catchy theme of Meriiboy advertisement according to
consumer

Theme Frequency Percentage

Satisfying 44 35.40%

Creative 34 26.60%

Maybe 26 20.30%

Active 17 13.30%

Informative 7 5.50%

Total 130 100%

Fig 4.13 Chart showing the most catchy theme of Meriiboy advertisement according
to consumer

INTERPRETATION
We tried to interpret what our respondents felt about Meriiboy advertisements, 34.4%
feel it’s active, 26.6% feel it’s creative. 20.3% feel they are honest and another 13.3%
consider it to be honest. 5.5% look at the advertisement as informative.
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Table 4.14 Meriiboy Advertisement Frequency

Advertisement Frequency Frequency Percentage

Sometimes 84 64.6%

Always 22 16.9%

Rarely 22 16.9%

Never 2 1.5%

Total 130 100%

Fig 4.14 Chart showing the Meriiboy Advertisement Frequency

INTERPRETATION

We tried to decode how frequently our consumers saw a Meriiboy advertisement and we
found out that 64.6% view them occasionally, while 16.9% see them regularly. Another
16.9% feel that they rarely see the advertisement while 1.5% say they never saw one.

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Table 4.15 Meriiboy Advertisement Engagement according to consumer

Advertisement Frequency Percentage

Engagement

Yes 59 46.1%

No 14 10.9%

Maybe 55 43%

Total 130 100%

Fig 4.15 Chart showing the Meriiboy Advertisement Engagement

INTERPRETATION

We wanted to figure out how engaging the advertisements were and we found out that
46.1% felt it is engaging, while 43% were quite not sure. 10.9% were of the opinion that
it was not engaging.

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Table 4.16 Meriiboy Advertisement platform split according to consumer

Platform Frequency Percentage

Television 103 79.8%

Billboards 17 13.2%

Instagram 9 7%

Facebook 0 0%

Total 130 100%

Fig 4.16 Meriiboy Advertisement platform split according to consumer

INTERPRETATION

Our respondents gave a picture of the platform that frequently show a Merriboy
advertisement and from that 79.8% felt they saw it through TV commercials, 13.2%
through billboards and 7% through Instagram advertisement. Facebook had no response.

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Table 4.17 Consumer Satisfaction – Meriiboy Product Purchase

Customer satisfaction Frequency Percentage

Highly satisfied 20 15%

Satisfied 78 61%

Neutral 30 24%

Dissatisfied 0 0

Highly Dissatisfied 0 0

Total 130 100%

Fig 4.17 Consumer Satisfaction – Meriiboy Product Purchase

INTERPRETATION

From the survey, we could understand that 60.9% of the respondents were satisfied with
Meriiboy purchase, while 23.4% had a neutral stance. 14.8% were highly satisfied with
the products. There were no dissatisfied customers from the survey which clearly shows
the product quality has been accepted by the consumers.

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CHAPTER:5
DISCUSSION

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5.1 INTRODUCTION

The discussion chapter is where you delve into the meaning, importance, and relevance
of your results. It should focus on explaining and evaluating what you found, showing
how it relates to your literature review and research questions, and making an argument
in support of your overall conclusion. The purpose of the discussion is to interpret and
describe the significance of your findings in light of what was already known about the
research problem being investigated, and to explain any new understanding or fresh
insights about the problem after you've taken the findings into consideration. The
discussion will always connect to the introduction by way of the research questions or
hypotheses you posed and the literature you reviewed, but it does not simply repeat or
rearrange the introduction; the discussion should always explain how your study has
moved the reader's understanding of the research problem forward from where you left
them at the end of the introduction. This section is often considered the most important
part of a research paper because it most effectively demonstrates your ability as a
researcher to think critically about an issue, to develop creative solutions to problems
based on the findings, and to formulate a deeper, more profound understanding of the
research problem you are studying.

The discussion section is where you explore the underlying meaning of your research, its
possible implications in other areas of study, and the possible improvements that can be
made in order to further develop the concerns of your research. This part of the paper is
not strictly governed by objective reporting of information but, rather, it is where you can
engage in creative thinking about issues through evidence-based interpretation of
findings. This is where you infuse your results with meaning. When you discuss the study
results, you relate your study findings to previous studies; you contextualize the
contribution of your study. As for having them as sections in a research paper, that
depends on what a researcher wants to communicate. Some researchers would present
study results first before discussing the study findings. This strategy allows a researcher
to focus on presenting the study results only in conjunction with the research questions

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and/or objectives. Other researchers would prefer to combine the presentation of study
results with discussion given that both are closely connected.

5.2 FINDINGS

1. Most of the respondents were from the age group of 18-25, Majority of the
respondents were students.
2. Quality is the major factor that influences consumers to choose Meriiboy ice
cream.
3. From the study it is evident that consumers came to know about the Meriiboy is
through the Advertisement in TV.
4. There is a great effect of advertisement on the consumers as it helps to build the
company image and creating a desire to purchase.
5. From the study, when the respondent thinks about the brand "Meriiboy", the
advertisement of the brand come first into the mind of respondents.
6. Offer in quantity is the marketing strategy used by the company which attracts
consumers.
7. Majority of the consumers agree that the advertisement helps to register its brand
image.
8. Consumer at times tend to buy more when there are special offers or schemes and
TV
commercials play a vital role than print media or social networking sites
9. Most of the consumers rate that the advertisements of Meriiboy are good.
10. Majority of the consumers are aware of offers/schemes provided by Meriiboy
Icecreams.
11. Among the factors the most of the respondents preferred Advertisements as a
Brand Recall factor.
12. The study reveals that Meriiboy ice cream is reliable as assured in the
advertisement.

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 13. Majority of the consumers says that the Meriiboy brand advertisements are
satisfying.
14. The study shows that the quality is the best feature of Meriiboy ice cream
products.
15. Majority of the consumers felt that the celebrity has no influence on the purchase
of the product.
16. Majority of the consumers responded that consumers are satisfied with the
product quality and Advertisement quality.
17. Majority of the consumers felt that the Advertisement of Meriiboy is Engaging.
18. Most of the customers are satisfied with the overall purchase experience with
Meriiboy ice creams.

5.3 SUGGESTIONS

● More offers and schemes should be made available to the consumer as it results in
an increase in sales.
● Prices and offers must be regularly advertised to avoid switching to other ice
cream retail stores.
● In order to maintain the credibility of the brand, Meriiboy should continue to
influence its customers and come up with varieties of flavors every once in a
while.
● Respondents haven't found themselves to familiar with the tagline so Meriiboy
can come up with innovative taglines in order to relate with the customers.
● Social networking can be used for advertising, as it increases the reach of the
products.
● Expanding the reach by introducing more outlets.
● Official website needs to be more attractive and should also add more information
about product and offers.

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5.4 LIMITATIONS

● The main limitation of this study are constraints of resources and access to
information. The researcher intends to answer these questions considering only a
limited size of the sample and area. The material resources needed for larger
sample size for this study are inadequate.
● The study is constrained by time. It is conducted within an academic time range.
● Lack of interest of the respondents in answering the questions due to their busy
schedules.
● The study was limited to the consumers of Meriiboy Ice Cream from Ernakulam
District.
● The size of the sample considered for the study was small.
● It’s not possible to visit all the divisions of the organization.

5.5 CONCLUSION

The purpose of this study is to analyze a study about the Effectiveness of Advertisement
on consumer brand preference of Meriiboy Ice creams and 130 samples was been taken.
Advertising is a form of communication proposed to persuade an audience (viewers,
readers, or listeners) to buy or take some action upon products, ideas, or services. The
purpose of advertising is to create awareness of the advertised product and provide
information that will assist the consumer to make a purchase decision, the relevance of
advertising as a promotional strategy, therefore depends on its ability to influence
consumer not only to purchase but to continue to repurchase and eventually develop-
brand loyalty.

The objective of the study is to find out the effectiveness of advertisement on consumer
brand preference, to identify various advertisement programmes adopted by the company,
factors that encourages brand preference amongst consumers, and has the advertisements
create brand awareness among consumers. This project helped to understand that

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advertisement on TV plays a major role in informing about the products and quality is
considered as a major factor that influence consumers in choosing the products of the
firm.

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APPENDIX

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 REFERENCES

BOOKS

● Sharma. D.D 1999, “Marketing Research”, Sultan Chand and Sons New Delhi.

● Kotler Philip, 2007 “Marketing Management a South Asian Perspective”, 12th

edition prentice hall of India Pvt. Ltd, New Delhi.

● Rajan Saxena, “Marketing Management”, 3rd edition TATA Mg Graw Hill

publishing co. Ltd
● T.N Chabra, “Marketing Management”, 2005.
● C.B Gupta, “Marketing Management”,2006

WEBSITES
● https://www.meriiboy.com
● https://medium.com/online-marketing-notes/what-is-marketingnotes-com-
8732ee77adf2
● https://www.facebook.com/meriiboyofficial/?fref=ts&ref=br_tf

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 ANNEXURE
QUESTIONNAIRE

Name:

1. Gender of the Respondent

● Male
● Female

2. Age of the Respondents

● 18-25
● 26-35
● 36-45
● 45 & Above

3. Which factors influence you to choose Meriiboy ice cream?

● Price of the product
● Quality
● Brand value
● Advertisement

4. What is the main source of information about Meriiboy?

● Advertisement in TV
● Internet
● Official website
● Retail shops

5. How does an Advertisement of Meriiboy affect you ?

● Brand preference
● Company Image

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 ● Brand Awareness
● Desire to Purchase

6. If you hear the brand name “Meriiboy”, what do you recall?

● Theme
● Tagline
● Celebrity
● Advertisement

7. How do you rate the Advertisements of Meriiboy Icecreams over other Brands ?
● Excellent
● Good
● Average
● Poor

8. How did you come to know about the offers/schemes offered by Meriiboy
Icecreams?
● TV Commercials
● Friends
● Print Media
● Retail shops

9. What were the offers available when you purchased Meriiboy Ice creams?
● Offer in quantity
● Savings in value
● Complimentary product
● Combo pack

10. Had the Advertisement of Meriiboy helped you to register the Brand Image?
● Yes
● No

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 ● Maybe
11. Do you think Meriiboy offers the same Quality of products as assured in their
Advertisements?
● Yes
● No
● May be

12. If you were describing this Meriiboy Brand advertisement to a friend, would you
say this Advertisement is…..
● Active
● Creative
● Honest
● Informative
● Satisfying

13. How frequently do you see the Meriboy Advertisement ?

● Always
● Sometimes
● Never
● Rarely

14. Have you felt the Meriiboy Advertisement is engaging ?

● Yes
● No
● May be

15. Which is the platform you frequently see a Meriiboy Advertisement ?

● Instagram
● Billboards
● Television
● Facebook

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16. Are you satisfied with the overall purchasing experience with Meriiboy Icecreams
?
● Highly Satisfied
● Satisfied
● Neutral
● Dissatisfied
● Highly Dissatisfied

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