This document summarizes market research conducted for Anil Products Ltd. to understand the feasibility of launching a café and ice cream parlor in Ahmedabad. The research included consumer surveys, mall analyses, and ice cream parlor observations. Key findings were that college students frequently visit cafes for the ambiance and variety; malls see peak foot traffic from 6-8pm; and popular ice cream flavors are chocolate, vanilla, and butterscotch. Recommendations included opening the café near a college, adding a hookah section, and promoting via newspapers and radio during peak mall hours.
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This document summarizes market research conducted for Anil Products Ltd. to understand the feasibility of launching a café and ice cream parlor in Ahmedabad. The research included consumer surveys, mall analyses, and ice cream parlor observations. Key findings were that college students frequently visit cafes for the ambiance and variety; malls see peak foot traffic from 6-8pm; and popular ice cream flavors are chocolate, vanilla, and butterscotch. Recommendations included opening the café near a college, adding a hookah section, and promoting via newspapers and radio during peak mall hours.
This document summarizes market research conducted for Anil Products Ltd. to understand the feasibility of launching a café and ice cream parlor in Ahmedabad. The research included consumer surveys, mall analyses, and ice cream parlor observations. Key findings were that college students frequently visit cafes for the ambiance and variety; malls see peak foot traffic from 6-8pm; and popular ice cream flavors are chocolate, vanilla, and butterscotch. Recommendations included opening the café near a college, adding a hookah section, and promoting via newspapers and radio during peak mall hours.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
This document summarizes market research conducted for Anil Products Ltd. to understand the feasibility of launching a café and ice cream parlor in Ahmedabad. The research included consumer surveys, mall analyses, and ice cream parlor observations. Key findings were that college students frequently visit cafes for the ambiance and variety; malls see peak foot traffic from 6-8pm; and popular ice cream flavors are chocolate, vanilla, and butterscotch. Recommendations included opening the café near a college, adding a hookah section, and promoting via newspapers and radio during peak mall hours.
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A PROJECT REPORT
ON
“MARKET SURVEY FOR UNDERSTANDING VARIOUS ASPECTS FOR LAUNCHING A CAFÉ IN AHMEDABAD” At Anil Products Limited, Ahmedabad
BY: SACHIN MODI
Includes Company Profile Objective Project divided into Four Parts :- 1. Consumer Survey for café 2. Malls & Hypermarkets survey 3. Consumer Survey for Ice cream 4. Ice cream Parlour Survey Recommendation ANIL PRODUCTS LTD. It is a part of Lalbhai Group It is a 60 years old organization. Anil manufactures large range of products which are used in textile, chemical, food, pharmaceutical, paper & other industries in India. Key Products : Starch Liquid Glucose Dextrose Monohydrate Dextrose anhydrose Sorbitol OBJECTIVE “Our objective is to identify a suitable market segment and understand their needs and preferences regarding the offering and various aspects for launching a café in Ahmedabad” (A) CONSUMER SURVEY FOR CAFÉ
RESEARCH METHODOLOGY Objective Sources of data collection : Primary Data collection method : Personal Interview Method Research Instrument : Questionnaire Sample type : Service Persons Students. Sample size : 350 Target Group : Upper class Upper middle class CAFÉ ANALYSIS
How frequently you visit a café ?
FREQUENCY OF VISITS 6% once a week 16% 2-3 times a week 53% more than 3 times a week 25% once a month What is preferred days of week to visit a café ?
PREFERRED DAYS OF WEEK
34% 33% W eekdays
Saturday
Sunday 33% What is preferred time slot to visit a café ?
PREFER RED TIME SLOT
15% 29% 6 to 8
8 to 10
10 to 12 56% Which café you prefer ?
PREFERRED CAFE
7% 3% CCD 11% MOCHA 47% Upper crust
32% New yorker
TC Rank the criteria which you consider while selecting a café ?
As per questionnaires
Taste of food Privacy Fun place to hang out Ambience Speed of service Variety of menu selections Value Portion sizes What extras you want in a café ?
OTHER ATTRACTIONS
24% music
TV 58% 18% Private party space Would you like to visit a café which starts it’s operation in the morning ?
yes 36%
64% no (B)MALL AND HYPERMARKET SURVEY RESEARCH METHODOLOGY Objective • Sources of data collection : Primary • Research Approach : Observational Research Instrument : Questionnaire Sample type : Gallops Mall Vishal Mega Mart Himalaya Mall 10 Acres Sample size : 4 Average footfall takes place per hour at peak time
MALLS WEEKDAY SATURDAY SUNDAY AVERAGE
GALLOPS 322 876 1522 906
VISHAL 576 408 936 640
HIMALAYA 816 1560 2500 1625
10 ACRES 592 1512 2200 1434
PERCENTAGE OF PEOPLE VISITING FOOD COURT MALLS PERCENTAGE
GALLOPS 23.38 %
VISHAL 10.50 %
HIMALAYA 7.19 %
10 ACRE 6.31 % (C) CONSUMER SURVEY FOR ICE CREAM
RESEARCH METHODOLOGY Objective Sources of data collection : Primary Data Collection Method : Personal Interview Method Research Instrument : Questionnaire Sample type : Consumers of ice cream Parlour
Sample size : 300
Rank the criteria for selecting ice cream ? Taste Flavours Creaminess Price Presentation Texture Consistency Most preferred place to have ice cream ? MOST PREFERRED PLACE TO HAVE ICE CREAM
9% 21% Mall 18% Restaurant Café 25% Home 27% Others Analysis of brands PREFERRED BRAND(S)
Price affordability (D) SURVEY OF ICE CREAM PARLOUR
RESEARCH METHODOLOGY Objective Sources of data collection : Primary Data Collection Method : Personal Interview & Observational Research Instrument : Questionnaire Sample Type : Selected Ice cream Parlours Sample Size : 17 ICE CREAM PARLOURS Sitting space: 11 to 32 persons. Peak time: 7:00 p.m. to 12:00 p.m. Average storage time: 1-2 days Scoop size: 90 to 100 ml Displayed Flavours: 12 to 52 Most preferred flavours: We can rank popular flavours in their order of preference: Chocochips Chocolate Vanilla Butter scotch
Promotional Schemes: Currently, Havmor, Amul and
Happinezz are offering buy 1 get 1 free scheme in 750 ml party pack. RECOMMENDATION For Location & Layout :
• Most lucrative segment is college going
youth, so it is better to open a café near by college. • It is good to break up café into departments. • Café starts operating from morning. • It is good idea to open café having separate hookah bar. • In malls, maximum footfall takes place during 6 pm to 8 pm everyday, so advertisement should be done during this time. • Malls in residential areas enjoy larger footfall than otherwise For Promotion : ‘Newspaper – Times of India’ & ‘Radio Mirchi’ is the most effective medium for advertisement. Can sponsor some contest or events in colleges. THANK YOU
