Journal of Scientific Research and Reports

This research provides a comprehensive analysis of the ice cream market dynamics in Rajkot City, focusing on retailer preferences, brand competition, purchasing behavior, and operational infrastructure. The study, based on data from 157 retailers, highlights that confectionary shops (36.31%) and pan-plus outlets (35.67%) dominate the market, while general Kirana stores account for 23.57%. Notably, 33.12% of retailers reported no ice cream sales, indicating considerable untapped market potential. Ice Cream, under the Gujarat Cooperative Milk Marketing Federation (GCMMF), enjoys a prominent presence in several clusters but faces uneven market penetration due to infrastructural limitations—particularly the absence of deep freezers in 31.85% of retail outlets. Only 28% of respondents currently stock  ice cream, with purchase frequency closely linked to freezer ownership and sales volume. Impulse SKUs such as cups, cones, and kulfi received high satisfaction scores from retailers, while larger SKUs like family and party packs underperformed, often due to low consumer demand and storage constraints. The study further identifies that higher brand availability and purchasing frequency are concentrated in clusters with better infrastructure and engaged retailers. These findings emphasize the importance of strategic interventions including improved cold storage infrastructure, enhanced retailer engagement, targeted marketing, and product rotation to drive higher sales and increase market share. Ultimately, the research offers valuable insights for strengthening ’s competitive position in Rajkot’s growing urban ice cream market.