A Study on Ice Cream Brand Preference Survey for Youth of Anand City
Purvi Macwana *
SMC College of Dairy Science, Kamdhenu University, Anand, India.
M.D. Gurjar
SMC College of Dairy Science, Kamdhenu University, Anand, India.
A.K. Makwana
SMC College of Dairy Science, Kamdhenu University, Anand, India.
K.C. Kamani
SMC College of Dairy Science, Kamdhenu University, Anand, India.
M.C. Prajapati
SMC College of Dairy Science, Kamdhenu University, Anand, India.
*Author to whom correspondence should be addressed.
Abstract
Ice cream consumption among urban Indian youth has surged due to lifestyle shifts and evolving preferences, yet brand loyalty and decision-making behavior remain underexplored. This study addresses the gap by analyzing youth-centric brand preferences in Anand City’s growing FMCG segment. This study investigates ice cream brand preferences and consumption habits among youth in Anand City. Conducted in January 2024, the research surveyed 100 respondents aged 15 to 30 using a web-based questionnaire. The demographic analysis revealed a predominantly young sample, with 79% aged 21-25, a slight female majority (56%), and a significant portion being college students (63%). Most respondents were from urban areas (62%) and middle-income households (48% earning ₹10,000–₹50,000 monthly). A notable 76% reported being health-conscious. Ice cream consumption is occasional, with 26% rarely consuming and 21% monthly, and retail stores (48%) and company outlets (40%) being the most preferred purchase locations, while online purchases remain minimal (9%). Cones (68%) and cups (60%) are the most popular serving types. Amul emerged as the dominant brand, with 97% familiarity and highest preference across all product categories. Chocolate, butterscotch, and cookies & cream were the most liked flavors. Brand reputation, taste, and variety of flavors were the primary drivers of brand choice. While only 19% always considered nutritional value, 45% did so occasionally, and packaging significantly influenced buying decisions for 80% of the sample. Overall, consumers expressed high satisfaction with value for money (64% satisfied, 14% very satisfied) and strong willingness to recommend their preferred brands (78%). Seasonal and limited-edition flavors also positively influenced brand engagement. A structured web-based questionnaire was used to collect responses from 100 participants aged 15–30. Descriptive statistics were employed to evaluate consumption habits, brand familiarity, and purchase motivations.
Keywords: Ice cream, brand preference, consumer habits, youth, Anand City, brand perception, purchase behavior