Consumer Choice of Ice Creams : A Binary Logit Model of Analysis

摘要

The most popular flavors of ice cream are vanilla, chocolate, butter pecan, strawberry, neapolitan, chocolate chip, french vanilla, cookies, and cream, etc., Fruity ice cream includes vanilla, fresh fruits, etc. etc. The specific objective of this studyis to investigate whether the socio-economic characteristics and the marketing mix (4P's) affect the consumer choice and preferences of ice creams (fruity and traditional) or not. The sample size in this research paper was 120. A binary logit model, was used to investigate factors affecting the consumer choices and preferences of ice creams. Results obtained that women prefer fruity ice cream tomen. Likewise, men prefer traditional ice cream towomen. Premium price affects the choice preferences towards both the ice cream. Product attributes like taste, quality, etc., and promotional activities like advertisement and sales promotion attracted the customers towards the ice cream.