Consumer Tastes and Preferences towards Ice Creams with Special Reference to Arun Ice Creams

Consumer behavior research is the scientific study of the processes consumers use to select, secure, use and dispose of products and services that satisfy their needs. Firms can satisfy those needs only to the extent that they understand their customers. The objective of this paper is to study the consumer behaviour and their preferences towards Arun ice creams and to understand the various factors that influence the customer satisfaction. From the study, it can be inferred that there is a significant relationship between variables such as Age, Monthly Income and Frequency of purchase and the amount spent by the customer in single purchase. Also the study revealed the relationship that factors such as quality of ice creams, number of variants and the availability/reach of the showroom have towards customer satisfaction.