STUDY ON CONSUMER PREFERENCE AND BRAND PERCEPTION OF ICE CREAM IN TAMIL NADU USING MULTIDIMENSIONAL SCALING

M. Praveen Kumar; G. Senthilkumar; R. Ramachandran

doi:10.56093/ijvasr.v55i5.183731

Authors

M. Praveen Kumar UG Scholar, Collegge of Food and Dairy Technology, TANUVAS, Koduveli, Chennai - 600 052
G. Senthilkumar Professor, Department of Livestock Economics and Business Management, Madras Veterinary College, Chennai - 600 007
R. Ramachandran Ph.D. Scholar, College of Food and Dairy Technology, TANUVAS, Koduveli, Chennai - 600 052

https://doi.org/10.56093/ijvasr.v55i5.183731

Keywords:

Consumer preference, brand perception, ice cream brands, multidimensional scaling (MDS)

Abstract

Ice cream is a widely consumed dairy product across all age groups in Tamil Nadu, where intense market competition makes consumer preference and brand perception critical determinants of purchasing behaviour. This study examines consumer preferences and brand perception towards major ice cream brands and identifies key factors influencing buying decisions.Primary data were collected from 109 respondents through a structured questionnaire administered via Google Forms, covering demographics, brand awareness, consumption patterns, influencing factors, and brand-switching behaviour. Secondary data were sourced from academic journals, books, and relevant online literature. Data analysis was performed using percentage analysis, mean score, standard deviation, and Multidimensional Scaling (MDS) to evaluate perceptual positioning of brands.The results indicate that taste, quality, and brand image are the most influential factors in purchase decisions. Established and regional brands such as Arun, Aavin, and Amul show higher consumer awareness and preference. The findings also reveal significant price sensitivity and a tendency among consumers to switch brands in the absence of preferred options. The study provides insights for marketers to enhance branding, pricing, and promotional strategies in the competitive Tamil Nadu ice cream market.

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