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Appropriate Alternatives - : Awareness Set

The document discusses research conducted on consumer preferences and behaviors related to ice cream brands. It segments brands into awareness sets, evoked sets, inert sets, and inept sets based on consumer consideration and perceptions. It also outlines internal and external sources of information consumers use to evaluate brands. Two consumer profiles are presented, with each consumer rating and ranking different ice cream brands and attributes, and providing suggestions to improve Hagen-Dazs.

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Amlan Pati
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230 views6 pages

Appropriate Alternatives - : Awareness Set

The document discusses research conducted on consumer preferences and behaviors related to ice cream brands. It segments brands into awareness sets, evoked sets, inert sets, and inept sets based on consumer consideration and perceptions. It also outlines internal and external sources of information consumers use to evaluate brands. Two consumer profiles are presented, with each consumer rating and ranking different ice cream brands and attributes, and providing suggestions to improve Hagen-Dazs.

Uploaded by

Amlan Pati
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Appropriate Alternatives

Awareness Set All the brands that we have thought as potential solutions are included
in this set. In this case the awareness set comprises of Haagen Daz, Baskin Robins, Gelato Vinto, London Dairy, Bluebell, Ben&jerry , Cream bell, Cocoberry, Kwality Walls, Mother Dairy, Vadilal, Naturals. This can be further sub categorized into three

Evoked Set The brands that are finally considered for investigations are considered in
this set. So, it would include Hagen-Daz, London Dairy, Gelato Vinto, Ben&Jerry.

Inert set This set includes the brands that consumers were indifferent towards. It would
include Baskin Robins, Cocoberry, Bluebell, Naturals.

Inept Set This set includes the brand that were found completely unworthy by the
consumers. It includes Cream bell, Kwality Walls, Mother Dairy, Vadilal.

Information Sources
The Primary sources of information available to customers have been categorized into internal and external sources of information.
Internal Information Experiential Sources Personal Experience

External Information Personal Sources Friends, Family Independent sources - Online blogs, news articles

Evaluation and Selection of Alternatives


Consummatory motive influences the selection of an alternative

Post Purchase Dissonance


Some of the factors/issues which led to post purchase dissonance are: Low seating capacity Not an ideal place to hangout Cant stay there for long Staff doesnt help in selection of combos

Profile of Respondent 1 Name Not disclosed Age around 24 years Sex Female Attire Casual Working for Ernest and Young Q1. How frequently do you eat ice-cream? A - Almost everyday Q2. How often do you eat Hagen-Daz ? A 2 to 3 times a month depending upon visit to the mall. Q3. When do you consume ice-cream? A Its a totally impulse decision, whenever I feel like. Q4. At what time of the day do you like to have ice-cream? A mostly in evening Q5. Are there any special occasions on which you like to come to Hagen-Daz? A No as such special occasion but whenever I come for shopping in mall I visit Hagen-Daz. Q6. How did you come to know about this store? A TV ad Q7. Do you usually come alone or are you accompanied by family or friends etc? A - I usually come with friends Q8. Have you tried any other premium brands like London dairy , Ben jerry etc? A Yes I like to eat London dairy Q9. Can you rate both Hagen-Daz and London Diary on a scale of 10? A Yes sure, I would give London Diary 10 while Haagen-Daz 9 because London diary has more flavours available Q10. Can You Rank the following attributes in order of your preference for selecting a particular Ice-cream brand? A Taste -1

Premium -3 Service Quality 5 Quality of Ice Cream -2 Store Ambience 4 Q11. Would you like to suggest anything for hagen-daz? A I think there should be more flavours in the veg ice cream category. Q12. Are you satisfied with Hagen-Daz? A yes I am satisfied Q13. What do you normally prefer when you visit Haagen Dazs? Ans: Scoops

Profile of Respondent 2 Name Not disclosed Age around 28 years Sex Female Attire Casual Working for TCS Q1: How frequently do you eat ice cream? Ans: Every 10-15 days Q2: How frequently do you eat at Haagen Dazs? Ans: 2-3 months. Q3: When or at what occasion do you normally eat ice cream at Haagen Dazs? Ans: whenever I feel like Q4: At what time of the day do you eat ice cream? Ans: I like to have ice-cream after dinner. Q5: At what time do you visit the Haagen Dazs store? Ans: Weekend evenings but before dinner. Q6: Are there any special occasion when you visit Haagen Dazs? Ans: When someone gives a treat or in any kind of celebration. Q7: How do you come to know about this store? Ans: Came to know through my friends Q8: Do you visit alone, with friends or family? Ans: I visit the store with my friends but would definitely like to visit with family Q9: Have you tried any other premium ice cream like London Dairy, Gelato or Blue Bell etc? Ans: Yes I also like to eat Gelato, London diary and Baskin Robbins Q10: If yes. then rate both Haagen Dazs & other brand on the scale of 10. Ans: Gelato 7 Hagen daz 6.5 baskin Robbin 5

Q11: What are the criteria on which you base your decision? Ans: Taste -1 Premium -2 Service Quality 5 Quality of Ice Cream -3 Store Ambience 4 Qu12: Do you have any suggestions for Haagen Dazs? Ans: There should be more stores in NCR and price range should be extended Q13: What do you normally prefer when you visit Haagen Dazs? Ans: Caramel icecream

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