Background of the study

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INTRODUCTION

1.1 Background of the study

As a consumer we are all exceptional and this uniqueness is reflected in the consumption pattern and process purchase. The studies of consumer behavior provide us with reason why consumers vary from one another in buying & using products and services. We obtain stimuli from the environment and the particulars of the marketing strategies of different products and services, and responds to these stimuli in terms of either buying or not buying product. In among the stage of receiving the stimuli and responding to it, the consumer goes through the process of making his decision.


Conventional ice cream store 
Conventional ice cream stores are those who keep more than one brand of ice cream and also other types of products or a single brand of ice cream with other type of product where no separate corner is dedicated to that brand of ice cream.
1.2 THE THREE STAGES IN CONSUMPTION PROCESS OF ICE-CREAM:

1.2.1 Pre-purchase:- Brand image, Health issues, suitability

• Brand image of ice cream - The consumer considers the kind of image the brand that he is going to purchase depicts. It has to go with certain class character, quality and any other personal brand requirements that the consumer may have. It is vital that the brand maintains good will, acceptable to the consumer
• Health Issue to ice creams relating-The present consumer is highly health alert and is becoming aware of the increasing health issues and its impacts. It is essential that the brand satisfies this need of the consumers and ensures health related gains rather than loss. About which we will be discussing further in this report.