A Comprehensive Study on Consumer Awareness, Buying Behaviour and Satisfaction Levels of Sugam Ice Cream in Vadodara City

Abstract

This study explored consumer awareness, buying behavior, and satisfaction levels related to Sugam Ice Cream in Vadodara City, based on responses from 150 individuals across various age groups, income levels, and localities. The majority of consumers were male (58%), aged 26–35 (39%), employed (39%), and from middle-income households (₹10,000–₹50,000 per month). Key localities included Karelibag, Chhani, and Maneja. Brand awareness for Sugam stood at 48%, significantly lower than Amul (98%) and Havmor (95%). Among those aware, only 33% were active buyers, preferring cups (76%), sticks (66%), and cones (52%). Popular flavors included chocolate (86%) and dry fruit (76%), with affordability (88%), taste (74%), and flavor variety (42%) driving preference. However, challenges emerged: 70% of buyers reported product unavailability, and 74% cited poor packaging. Despite this, 84% of users expressed satisfaction with Sugam. Non-buyers mainly avoided the brand due to lack of awareness (81%), unavailability (61%), and brand preference (47%). Encouragingly, 63% of non-buyers were open to trying Sugam, especially if offered free tastings (96%), more advertising (84%), and improved availability (24%). The study concluded that while Sugam Ice Cream enjoys strong product satisfaction among existing users, its market reach remains limited. Growth opportunities lie in increasing brand awareness, enhancing product availability, upgrading packaging, and launching targeted promotional campaigns aimed at urban youth and middle-income families in Vadodara.