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Market Research Project - A study of the Usage & Attitude of Ice Cream Consumers in Dubai
This research paper studies consumer behavior and attitudes towards ice cream in Dubai, UAE. It identifies key factors influencing purchasing decisions, such as packaging, price, flavors, and brand, and highlights the growth potential of the ice cream market in the region. The study aims to provide insights for marketers to enhance strategies and product offerings based on consumer preferences.
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Market Research Project - A study of the Usage & Attitude of Ice Cream Consumers in Dubai
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- 2. MARKETING RESEARCH PROJECT A study of the Usage and Attitude of Consumers of Ice Cream in Dubai, UAE Submitted By Group -‐ 5 Neha Jain GAPR12CMM112 Prasan Arora GAPR12CMM114 Siddharth Ravishankar GAPR12CMM127 Saarim Bakali GAPR12CMM110 Jaikesh Dani GAPR12CM083 Under the Guidance of Prof. Umesh Kothari Page 2 of 38
- 3. 1. Executive Summary For marketers all over the world, understanding consumption pattern, attitude and usage of customers is of utmost importance. It helps them to come up with innovative products and marketing strategies to increase their sales. In the ice cream industry, the consumer behavior varies with a lot of factors. After our secondary research, we have found following independent variables, which affect the buying decisions of customers: • Packaging • Price • Variety of Flavors • Brand Name • Availability • Advertising • Recommendations Understanding consumption pattern can help marketers in developing strategies to generate maximum sales. Page 3 of 38
- 4. Fig 1: Importance of Purchase Drivers in 2011 Source: Euromonitor report, January 2012. Consumer Buying Behavior in the recession: Global online Survey The above graph shows that quality and price are the most important factors driving purchasing decisions of consumers globally. Quality was viewed as important for 91% of respondents and price for 86%. In our research we will identify the importance of each factors for ice-‐cream category in UAE market. Problem Definition As identified from our secondary research purchasing decisions are always influenced by consumer’s choices with respect to brand, product prices, features, design, convenience, etc. Marketers need to identify the most important criteria, which influence the consumer-‐buying pattern and analyze why consumer prefers one brand to the other. Several questions need to be answered to understand the consumer buying behavior like – Why people like to consume ice cream? Which criteria lead to a particular brand selection? What is the consumer perception towards different brands of a particular product? This study is intended to identify the customer usage and attitude towards ice-‐cream consumption in UAE market. Page 4 of 38
- 5. Objectives: Following are our research objectives: • To understand the usage and attitude of ice cream consumers in Dubai, UAE • To identify factors that drive the consumption of ice cream in Dubai and map them according to their importance in influencing purchase • To make recommendations for a premium ice cream brand pertaining to the Dubai market Page 5 of 38
- 6. 2. Table of Contents 1. Executive Summary ..................................................................................................................... 3 2. Table of Contents .......................................................................................................................... 6 3. Background ..................................................................................................................................... 7 4. Research Methodology ............................................................................................................ 14 4.1. Problem Definition and Objectives ........................................................................... 15 4.2. Research Design ................................................................................................................ 15 4.3. Sampling ............................................................................................................................... 16 4.4. Data Collection ................................................................................................................... 16 4.5. Data Processing and Analysis ..................................................................................... 16 4.6. Conclusion and Report ................................................................................................... 16 5. Data Analysis ............................................................................................................................... 17 6. Conclusion .................................................................................................................................... 27 6.1 Recommendations .................................................................................................................. 27 6.2 Limitations ................................................................................................................................ 28 6.3 Scope for further Research ................................................................................................. 28 5. Annexure ....................................................................................................................................... 29 9.1. Questionnaire ..................................................................................................................... 29 9.2. Raw Data .............................................................................................................................. 37 10. References .................................................................................................................................. 38 Page 6 of 38
- 7. 3. Background Ice Cream and weather conditions The sale of ice cream is affected by many variables. Primary among these is weather conditions. The harsher and specifically hotter the climate, the more ice cream is generally purchased. While a favorable weather conditions causes a decline in demand for ice cream. For instance, research suggested that more favorable weather conditions in 2009 contributed to slowing the expected decline in demand for ice cream as a result of the recession at global level. (Euromonitor International, 2009) Also, despite the fact that ice cream is not a staple product like milk or bread, further research also proves that it is regarded as a necessity in many countries during the hot summers. Impulse ice cream is the largest ice cream category at global level; accounting for 52% of retail volume sales followed by the take-‐home ice cream which accounts for 37% of global retail volume sales. (Euromonitor International, 2009) Ice cream and recession Although, research indicates that in hot countries ice cream is considered as a staple product, it is definitely not recession proof like other staple products. Recession does impact ice cream sales but the impact is not too significant. The major reason behind this is that the demand for ice cream in mass-‐market price brackets is heavily dependent on weather conditions and demographic growth, regardless of moderate fluctuations in disposable income. (Euromonitor International, 2010) Also, the effect that recession has on ice cream sales is on the impulse ice cream buying category rather than the take home ice cream category. Due to the economic pressure, consumers turn to more affordable indulgence products such as take home ice creams. This resulted in the take-‐home ice cream increasing its penetration in household formats, due to lower prices and more affordable packaging. (Euromonitor Page 7 of 38
- 8. International, 2010) The sales for premium ice cream on the other hand remains more or less unaffected in the less developed Middle Eastern and African markets, as it is mostly bought by wealthy consumers and this consumer group was only slightly affected by the recession. Emerging economies predicted to drive future growth The global ice cream sales are projected to grow by 12% in retail volume terms over 2009-‐2014 with emerging economies predicted to drive the future growth (Euromonitor International, 2009). Further, research shows that Asia-‐Pacific along with the Middle East and Africa will be the most dynamic regions in terms of growth. Ice cream sales in Middle East and Africa specifically are projected to grow by 20% in retail volume over 2009-‐2014 (Euromonitor International, 2010). The main drivers of this growth are relatively warm weather, rapid demographic growth and the steady trade up from artisanal snacks to packaged ice cream in urban areas. The Ice cream industry in UAE The ice cream market in UAE is very big and reached an annual consumption of US $ 56.6 million in 2011. The market is expected to show significant growth and is estimated to reach an annual consumption level of US $ 68.3 million by 2018 (Datamonitor, 2012). In volume terms, 11.4 million liters of ice cream was consumed in 2011 with the consumption estimated to reach 12.7 million liters in 2015 (Datamonitor, 2012). The graphs below show the ice cream consumption trends in the UAE. Page 8 of 38
- 9. Fig 2: Ice Cream market in the UAE Fig 3: Volume Sales of Ice Cream in the UAE Specialist retailers and supermarkets are the primary channels of ice cream distribution in the U.A.E. In 2011, 33% of all ice cream sales came from specialist retailers, while supermarkets/hypermarkets have a 30% market share (Datamonitor, 2012). This channel is expected to grow and gain further share in the coming years. These outlets have superior facilities in terms of branded freezers and refrigerated distribution networks. The chart below shows the market share of different channels of distribution. Page 9 of 38
- 10. Fig 4: Ice Cream Sales by channel in the UAE The ice cream segment can be classified into the following: impulse, take home and artisanal. The annual sales for impulse segment stood at US $29.5 million in 2011. The sales figures for take home and artisanal segments were US 18.3 million and US $ 8.5 million respectively (Datamonitor, 2012). The ice cream in each of the above category can also be classified on the basis of ingredients, namely, water based ice cream and milk based ice cream. The market for artisanal ice cream is very fragmented. The market shares of major players in the impulse and take home segment are shown in the figures below: Page 10 of 38
- 11. Fig 5: Company Shares in the UAE International Foodstuffs Co. is the leading payer in UAE with 36 % value market share followed by Galadari Ice cream Co LLC with a 22 % market share. International Foodstuffs Co. operates with three brands in the UAE market: London Dairy, Igloo and Quanta. The market share distribution for the Ice cream companies can be seen as below: Ice Cream Companies % Market share by volume 2011-12 Unilever Middle East 2% 0% Others 14% Mars Chocolat International France Foodstuffs Co 12% 36% Galadari Ice National Cream Co LLC Trading & 22% Development Est(NTDE) 14% Fig 6: Ice Cream Companies % Market Share by Volume There has been an increasing trend of Value added ice creams with healthier variants or exotic flavors showing good response in the UAE market. The increasing health awareness is impacting consumer behavior and they are opting for cream products low Page 11 of 38
- 12. in sugar and fat content. Also ice cream products having natural ingredients and real fruits have gained popularity and seeing increasing growth in sales. Chocolate and Vanilla still remain the most popular flavor among the UAE consumers. The regional players have been adding new flavors like chikoo, lychee and mango to expand the range of flavors. The sharp rise in the number of foreign expatriates has created new major consumer groups in the United Arab Emirates and it is expected that focus on offering a wide menu will grow, as players seek to appeal to a wide range of ethnic groups. This is the main reason for the companies going for different variants and texture combinations. London dairy has been one of the companies to quickly adapt to these new flavor trends by launching premium varieties like Caramel Crunch and Bravo Biscottino. The Brand also launched Chikoo flavor recently. A rather significant trend was in the bulk take home dairy ice cream segment. It showed a dynamic growth rate of 8 %. The reason for this trend is the convenience factor where in the consumer has the flexibility to store it and consume it as and when desired. This segment has also seen innovations in packaging sizes. London Dairy came up with ice cream cups (125 ml) catering to the growing health concerns with regard to portion sizes. Baskin Robbins owned by Galadari Ice cream Co LLC. is the most popular Ice cream brand followed by Igloo and London Dairy. The market share for the top brands in terms of sales is shown below. Page 12 of 38
- 13. Ice Cream Brands% Market Share by sales Others Baskin 19% Robbins Ben & Jerry's 21% 3% Quanta 3% Galaxy Igloo 7% 18% Haagen- Dazs London 14% Dairy 15% Fig 7: Ice Cream Brands % Market Share by sales Focusing towards the health consciousness trends, consumption of substitutes like frozen yogurt is also increasing. To tackle this, ice cream companies are also coming up with low fat ice cream variants. However, health consciousness is unlikely to affect the ice cream market in the UAE. As per a Euromonitor study published in November 2012, consumers are inclined more towards tasty food variants instead of diet food varieties. Frozen yogurt market representing less than 1% of total ice cream sales is probably a testimony of consumer indulgence towards ice creams with lesser worries about the health. Moreover, given a slow growth of 3.7% of the frozen yogurt market, it does not possess any significant threat to the ice cream market (Datamonitor, 2012). Consumer food Service in UAE Baskin Robbins is the only ice cream brand, which figures in the list of leading brands in consumer foodservice category in UAE. The brand benefits from strong global presence and mighty domestic franchise in UAE. (Euromonitor International, 2012) Brand Global Brand Owner Outlets Baskin Robins Galadari Ice Cream Co LLC 113 Starbucks Starbucks Corp 99 McDonald’s McDonald’s Corp 95 Page 13 of 38
- 14. Subway Doctor’s Associates Inc. 83 Costa Coffee Associate Inc. 80 KFC Yum! Brands Inc. 75 Dunkin Donuts Dunkin’ Brands Inc. 65 Pizza Hut Yum! Brands Inc. 62 Burger King Burger King Holding Inc. 55 Gloria Jean’s Jireh International Pvt. Ltd. 40 Consumer’s weight concerns appeared to be outweighed by a desire for indulgence and there are no signs of consumer’s demand for indulgence slowing. Ice cream companies are adapting entire menus to reduce fat and sugar content, and are likely to offer a handful of naturally healthy options for those who are concerned about their weight. This will help address a majority of consumers, who are likely to remain concerned about their weight but who will do little to address this issue. 4. Research Methodology The following figure provides an outline of the research methodology for the study. Page 14 of 38
- 15. Fig 8: Research Methodology 4.1. Problem Definition and Objectives The ice cream industry is an ever-‐growing industry especially in the Middle East and Africa and as part of our research we intent to understand the usage and attitude of the consumers of ice cream. The objectives of the study are: 1. Study the Ice Cream Industry in Dubai, UAE – The first intention of this research is to study and analyze the ice cream industry in the UAE. This will include a study to determine the most popular brands, the recent trends in the industry, the future growth of the industry, etc. 2. Study the Usage and Attitude of the consumers of ice cream 3. Identify the top ice cream brands in UAE and user perceptions towards them 4.2. Research Design Once the context and scope was decided, we selected and designed our research methods. We decided to carry out secondary research by reading and researching Page 15 of 38
- 16. various research journals, articles and reports about the global ice cream industry with a specific focus on the ice cream industry in the UAE. For primary research, we decided to conduct a quantitative survey to the usage and attitude study. We planned to conduct fact to face interviews for the survey. 4.3. Sampling We decided to take a sample size of 30 for the data to be statistically valid. The method of sampling used was convenience sampling. 4.4. Data Collection With the above plan in place, we then went to the food courts, hypermarkets and local grocery stores to interview consumers to understand what forms important parameters for them with regard to purchasing ice cream, their preferences, their usage patterns, their attitudes, etc. 4.5. Data Processing and Analysis On receiving the data from the survey conducted, the data was then electronically transferred to software such as SPSS and Qualtrics for analysis. The analysis helped us validate certain trends, behavior and points that we came across in the research journals. 4.6. Conclusion and Report Based on the data analysis, certain trends about the consumer attitude and usage were identified and reported as conclusions of the project. Page 16 of 38
- 17. 5. Data Analysis The objective of our research project was to understand the usage and attitude of consumers of ice cream in Dubai. As part of our survey we asked respondents various questions to understand their demography and also their psyche. Also we needed to understand their choice of preferred brands as well as the factors that drove them to purchase those brands. The data collected revealed certain surprising facts and insights into the consumer world. Key Customer Insights A part of our survey also consisted of open-‐ended questions to help us get a deeper understanding of the inner feelings or subconscious feelings of consumers. The main reason for consuming ice cream as identified by many respondents was the sweet, yummy taste of ice cream. Some associated the act of consuming ice cream as a fun and feel good activity while others consumed ice cream to socialize and have a good time with their friends and family. For some, it is a way to break the monotony of their life. Few respondents said there was no particular reason for consuming ice cream, and ate on impulse rather than a deep emotion, while few also said that it provided them respite from the Dubai heat. Sweetness and Happiness emerged as the strongest associations with the word Ice cream. Most of the respondents associated the term ‘Sweet’ or ‘Joy’ to express their connotation of ice cream. Many identified functional benefits like flavors and taste as their top of mind recall association with ice cream. Some respondents could derive emotional benefits of reinventing their “childhood memories” by having ice cream. One respondent even related technology with ice cream, as he mentioned that ice cream reminds him of the “latest android version of ice-‐cream sandwich”. Also, one respondent who declared herself an ice cream lover said that the mere mention of the word ice-‐cream made her feel like having it. Page 17 of 38
- 18. Usage As per the convenient sampling done, some significant observations could be made about their consumption pattern. One such observation was with respect to the frequency of consumption. 63% of the surveyed respondents mentioned that they purchased ice creams at least once a week. This clearly illustrates the fact that ice cream is a frequent purchase item in Dubai. The frequency pattern can be showed in the pie chart below. Frequence of Consumption 17% at least once a week at least once a 20% fortnight 63% at least once a month Fig 9: Frequency of Consumption Also it was found that high price or an increase in price had minimum effect on the purchase pattern. 73% of the surveyed showed price insensitivity towards their favorite brand. This can be shown from the results below. Page 18 of 38
- 19. Effect of Highprice on purchase (10- no effect 1-maximum effect) 7-‐10 4-‐6 1-‐3 0 5 10 15 20 25 Fig 10: Effect of High Price on Purchase The ice creams buyers showed bias in terms of their favorite flavors and the form of ice cream they purchased. Cream based ice cream seemed the clear favorite with everyone preferring it to water based or sorbet ice creams. Also ice creams in cup and cone were very popular amongst the consumers. This is illustrated below. 13% 27% Cone Candy/stick Tub 32% Cup 17% Dessert 11% Fig 10: Preference of form of ice cream Page 19 of 38
- 20. Also, chocolate proved to be the unanimous choice with 42 % majority as the favorite flavor, keeping in line with worldwide trend. Vanilla was the 2nd most liked flavor Favourite Ice cream flavours Others Coffee 16% 5% Chocolate Strawberry 42% 13% Vanilla 24% Fig 11: Preferred ice cream flavor Ice Cream Consumption The below chart shows that of all the ice cream brands in Dubai, London Dairy is the most consumed brand by users at 57%. The next most popular brand in terms of consumption is Baskin Robbins at 43%. Both these brands of ice cream happen to fall in the semi-‐premium price range and are relatively high on availability as compared to other ice cream brands which are either too premium priced such as Cold Stone, Häagen Dazs and Ben & Jerry’s which are available only in specialty ice cream parlors or outlets. A rather surprising fact is that brands like Igloo and Walls although priced lower than the other brands mentioned below seem to be less consumed. A reason behind this could also be that a majority of the respondents surveyed happened to come from medium to high income and hence preferred to consume the higher priced and more renowned ice cream brands Page 20 of 38
- 21. 60% 50% 40% 30% 20% 10% 0% Fig12: Ice Cream consumption in Dubai Brand Recall / Brand Awareness London Dairy and Basking Robbins both stood out as brands that are on the top of mind of consumers. 60% of respondents, all of whom are frequent consumers of ice cream recalled these two brands when asked to mention ice cream brands. Galaxy and Magnum also did relatively well in the test of brand recall or brand awareness. Surprisingly, iconic brands such as Häagen Dazs and Cold Stone Creamery did not seem to be top of mind despite their much more famous brand names as compared to London Dairy and Baskin Robbins. Also local brands such as Igloo and Unikai failed to get a mention when it came to occupying a share of the consumers mind. Page 21 of 38
- 22. 18 16 14 12 10 8 6 4 2 0 Fig 13: Top of mind brands Favorite Ice Cream Brands / Most Preferred Brand London Dairy and Baskin Robbins both garnered an equal number of votes from respondents as their favorite ice cream brand. Cold Stone and Häagen Dazs are also among the top four brands chosen by the respondents. While both, London Dairy and Baskin Robbins shared an equal preference amongst consumers, they seem to be associated with rather different value propositions. The major reason why Baskin Robbins was preferred as a favorite brand was the variety of flavors that it had. Almost all the respondents who choose Baskin Robbins as their favorite brand were unanimous in singling out the variety as the major reason. London Dairy on the other hand seemed to have a convenience factor associated with it. Almost all the respondents who choose London Dairy as their favorite brand singled out the convenience factors such as availability, relatively low price, packaging etc. as the reasons behind their choice. Page 22 of 38
- 23. 8 7 6 5 4 3 2 1 0 London Baskin Cold Häagen Walls Galaxy Magnum Gelato Dairy Robbins Stone Dazs Creamery Fig 14: Most Preferred Brands Factors that most influence ice cream purchase Several factors drive ice cream purchases and several factors influence the purchase of ice cream. We tried to analyze 8 broad factors that have a role in the brand of ice cream purchased. Survey results showed that the number one factor that influences purchase decision is ‘Variety of Flavors’. More than half the respondents ranked this factor as the most important or second most important factor behind ice cream purchase. Rank 1 Recommendations Advertising Availability Promotions & Deals Brand Name Variety of Flavors Price Packaging 0 2 4 6 8 10 12 Fig 15: Factors influencing Purchase Decision – Rank 1 The second most important factor that influenced ice cream purchase was ‘Price’. Price also played a major role in deciding how often consumers purchased ice creams and Page 23 of 38
- 24. which category of ice creams thy purchases (Premium, semi-‐premium or standard) depending on their willingness to pay. Rank 2 Recommendations Advertising Availability Promotions & Deals Brand Name Variety of Flavors Price Packaging 0 1 2 3 4 5 6 7 Fig 16: Factors influencing Purchase Decision – Rank 2 While variety of flavors, followed by price, was the most important factor, recommendations and advertisements were almost negligible when it came to importance. This probably gives us an idea that with ice cream people generally do not go ahead with recommendations as every individual has different taste buds and also different price points. Both the figures below clearly indicate that advertising is the least important factor considered by consumers. This means that ice cream advertisements are either unable to strike a chord with the consumers or adverting is not an effective marketing tool for this category of users. Rank 8 Recommendations Advertising Availability Promotions & Deals Brand Name Variety of Flavors Price Packaging 0 1 2 3 4 5 6 Fig 17: Factors influencing Purchase Decision – Rank 8 Page 24 of 38
- 25. Rank 7 Recommendations Advertising Availability Promotions & Deals Brand Name Variety of Flavors Price Packaging 0 1 2 3 4 5 6 7 8 9 10 Fig 18: Factors influencing Purchase Decision – Rank 7 Low calorie ice cream From the figure below, we notice that the awareness for sugar free / low calorie ice cream is relatively high with 87% respondents affirming this fact. However, only 37% of respondents were willing to switch to low calorie ice creams, as shown in the figure below. So while we can positively confirm that awareness of sugar free ice creams is high, the functional benefits haven’t been able to break through the emotional barrier consumers have with existing brands of ice cream. Awareness of sugar free / low fat ice creams? 13% Yes No 87% Fig 19: Awareness of sugar free/ low fat ice creams Page 25 of 38
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- 27. 6. Conclusion 6.1 Recommendations Advertising: As our research shows that advertising does not have a major effect on consumers when they make their purchasing decision, we recommend that marketers need to make their communication strategy more engaging to be able to influence buyers. Product Portfolio Variety of Flavors: We recommend ice cream brands to keep innovating and introduce new exotic flavors to suit taste buds of ice cream buyers. Low Calorie: Although a significant section of market is health conscious, majority of consumers are not willing to switch to low calorie ice creams. We recommend that companies should focus more on developing tasty variants instead of focusing on offering healthy ice creams. They concentrate on the core benefit of ice creams like flavours, packaging etc. rather than coming out with new products with additional health benefits. Consumption: Each respondent preferred to consume cream based ice creams over water based ice creams. Manufacturer should look to innovate in the cream based ice-‐cream category as this is the popular choice. Branding: Creating a brand, which is loved by consumers, should be of prime importance for ice cream manufacturers. As people don’t mind spending extra for the ice-‐cream brand they love. This will give companies an edge in the highly competitive and growing market. Ice cream buyers are more attracted towards international brands like London Dairy, Baskin Robbins etc. and are willing to pay high prices for them. These brands could therefore leverage on the brand loyal customers and continue charging premium from them. The local ice cream brands like Unikai are not very popular. They should use low Page 27 of 38
- 28. pricing strategy to attract the non-‐brand conscious customers as price is one of the key purchase drivers for them. 6.2 Limitations • This research was conducted using convenient sampling. Convenient sampling was done primarily because of location and permission constraints. • Further, the secondary research consisted primarily of resources readily available free resources on the Internet. • As interviewers conducted the surveys, there could be a possibility that a status bias might have influenced some of the responses. • Lastly, the research did not differentiate between take home consumption and onsite consumption of ice cream 6.3 Scope for further Research Our research shows that consumers are not willing to make a shift to low fat ice creams. However there is further research required to understand that why these consumers are not willing to shift to low fat ice creams? Besides, brands must probe further to understand that whether consumers are equally price insensitive when they consume any other ice-‐cream as they are when consuming their favorite brand of ice cream. Also, take home and on site consumption patterns can be studied in further detail. Page 28 of 38
- 29. 5. Annexure 9.1.Questionnaire Dear Respondent, We are students of SP Jain School of Global Management and as part of our MBA research project; we are trying to understand the consumer behavior in the ice cream industry in Dubai. This research will help us in inferring the usage and attitude of consumers towards ice and accordingly make managerial recommendations to the important brands in the market. Please spare maximum 10-‐15 minutes to share your valuable opinion by answering the following questions. Information provided will be kept highly confidential. I declare that this interview has been carried out strictly in accordance with your specification and has been conducted within the approval of SP Jain School of Global Management. Interviewer’s signature Page 29 of 38
- 30. SECTION A: SCREENER QUESTIONS 1. Do you consume ice cream? Options Code Criteria Yes 0 CONTINUE No 1 TERMINATE 2. Do you reside in the UAE? Options Code Criteria Yes 0 CONTINUE No 1 TERMINATE 3. For how long have you been residing in the UAE? Options Code Criteria More than 3 months 0 CONTINUE Less than 3 months 1 TERMINATE 4. Do you reside in the UAE? Options Code Criteria At least once a day 0 CONTINUE At least once a week 1 CONTINUE At least once a 2 CONTINUE fortnight At least once a 3 CONTINUE month Occasionally (less 4 TERMINATE than once a month) 5. Which age group do you fall under? Options Code Criteria Below 13 years 0 TERMINATE Between 13-‐19 years 1 CONTINUE Between 20-‐27 years 2 CONTINUE Between 27-‐34 years 3 CONTINUE Above 34 years 4 TERMINATE Page 30 of 38
- 31. SECTION B: DEMOGRAPHIC QUESTIONS 6. Record Gender Options Code Male 0 Female 1 7. Record Nationality Options Code If Other, please specify Emirati 0 Arab Expat 1 Asian Expat 2 European Expat 3 Other Expat 4 8. Record Marital Status Option Code Single 0 Married 1 9. Record Occupation Option Code Student 0 Salaried Professional 1 Self-‐employed 2 Home maker 3 Currently 4 Unemployed 10. What is your monthly income (If student, Pocket money) Option Code Below AED 5,000 0 AED 5,000 -‐ 10,000 1 AED 10,000 -‐ 20,000 2 Above AED 20,000 3 Don't want to 4 disclose Page 31 of 38
- 32. 11. What do you prefer to do in your spare time? Option Code If Other, please specify Reading 0 Outdoor Activities 1 Travelling 2 Cultural Arts 3 Socializing 4 TV / Internet 5 Others 6 SECTION III – USAGE AND ATTITUDE QUESTIONS 12. What comes to your mind when you hear the word ‘ice cream? 13. Why do you consume ice cream? 14. When do you mostly consume ice cream? Option Code If Other, please specify Occasions & celebrations 0 After meals 1 When I feel low 2 Impulse -‐ When I see ice cream 3 or feel like having Others 6 15. In what form do you consume ice cream? Option Code Cone 0 Cup 1 Candy (Stick or bar) 1 Page 32 of 38
- 33. Tub or Brick 1 Ice cream desserts 1 e.g. sundae / float 16. What type of ice cream do you like? Option Code Cream Based 0 Water Based 1 17. Which is your favorite ice cream flavor? Option Code If Other, please specify Chocolate 0 Vanilla 1 Strawberry 1 Coffee 1 Others 1 18. Where do you purchase ice creams from? Option Code If Other, please specify Supermarkets 0 Grocery shop / 1 Convenience store Ice cream outlet / 1 parlor Restaurant 1 Others 1 19. Who do you consume ice cream with? Option Code If Other, please specify Myself 0 With Family 1 With Friends 1 Others 1 20. Does the Dubai climate influence your ice cream eating habits? Option Code Yes 0 Page 33 of 38
- 34. No 1 21. Have you heard of sugar free / low fat ice creams? Option Code Yes 0 No 1 22. If made available, would you prefer to consume sugar free / low fat ice creams (Rate on a scale of 1 to 10, 1 being least preferred and 10 being most preferred) 1 2 3 4 5 6 7 8 9 10 23. Would you prefer to buy substitutes like yogurts, fruits or other deserts in place of ice cream (Rate on a scale of 1 to 10, 1 being least preferred and 10 being most preferred) 1 2 3 4 5 6 7 8 9 10 SECTION IV – IMPORTANCE OF ATTRIBUTES QUESTIONS 24. Purchase Influence: Rank the factors that most influence your ice cream purchase Factors Rank Rank Rank Rank Rank Rank Rank Rank 1 2 3 4 5 6 7 8 Packaging Price Variety of Flavors Brand Name Promotions & Deals Availability Advertising Recommendations Page 34 of 38
- 35. SECTION V: GENERIC BRAND RELATED QUESTIONS 25. Which ice cream brands are you aware of Brand First Other Aided Mentioned Mentions Baskin Robbins 1 1 1 London Dairy 2 2 2 Magnum 3 3 3 Walls 4 4 4 Cold Stone Creamery 5 5 5 Unikai 6 6 6 Igloo 7 7 7 Häagen Dazs 8 8 8 Galaxy 9 9 9 Mars 10 10 10 Snickers 11 11 11 Nestle 12 12 12 Ben & Jerry’s 13 13 13 Others (Pls Specify) 14 14 14 26. Which brand of ice cream do you currently consume? Brand Code Baskin Robbins 1 London Dairy 2 Magnum 3 Walls 4 Cold Stone Creamery 5 Unikai 6 Igloo 7 Häagen Dazs 8 Galaxy 9 Mars 10 Snickers 11 Nestle 12 Ben & Jerry’s 13 Others (Pls specify) 14 Page 35 of 38
- 36. SECTION VI: SPECIFIC BRAND RELATED QUESTIONS 27. Which is your favorite brand? 28. Why is the brand chosen in the above question your favorite brand? 29. Do you always buy your favorite brand of ice cream creams (Rate on a scale of 1 to 10, 1 being never and 10 being always) 1 2 3 4 5 6 7 8 9 10 30. Do you mind spending a little extra for your preferred brand of ice cream (Rate on a scale of 1 to 10, 1 being strongly mind and 10 not at all) 1 2 3 4 5 6 7 8 9 10 Page 36 of 38
- 37. 9.2. Raw Data The responses of the survey are entered in the embedded excel sheet (below). Raw data.xlsx Page 37 of 38
- 38. 10. References Euromonitor. (2011). Euromonitor International : Industry Overview. Singapore: Euromonitor International. NPD. (2012). Industry Expertise -‐ Fashion. From NPD Group: https://www.npd.com/wps/portal/npd/us/industryexpertise/fashion/ Department of Statistics of Singapore. (2011). Singstat.com. From Census 2010: http://www.singstat.gov.sg/pubn/reference/sif2012.pdf Euromonitor. (2012). Apparel in Singapore. Singapore: Euromonitor International. www.infopedia.nl.sg. (n.d.). From http://infopedia.nl.sg/articles/SIP_1475_2009-‐02-‐26.html Euromonitor International. (2009). Demand for ice cream overpowers recession . Euromonitor International. Euromonitor International. (2010). Ice cream in the Middle East and Africa -‐ demand grows in the face of uncertainty . Euromonitor International. Euromonitor International. (2012). CONSUMER FOODSERVICE IN THE UNITED ARAB EMIRATES . Euromonitor International. Page 38 of 38