Haagen Dazs Report

6655 Words Dec 7th, 2013 27 Pages
Executive Summary
This report investigates Haagen-Dazs ice-cream, in United Kingdom from a Consumer
Behaviour Perspective. The current trends highlight the slow growth of market share in comparison to their direct competitors i.e. Unilever’s Ben&Jerry and Carte D’Or.
Furthermore consumer’s perception and level of awareness towards Haagen-Dazs was analysed and also the Impact of reference groups, if it played a positive impact on consumer’s consumption for the brand was determined.
Secondary research laid a foundation and provided direction for the primary research. Focus group discussions, observation techniques followed by blind test and
Fishbein analysis helped to understand and reason the challenges and opportunities to
study
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Focus group Discussions were conducted in order to investigate consumer’s attitudes and beliefs towards Haagen-Dazs. It included a blind test and in-depth discussion in order to gather respondent’s perceptions towards Haagen-Dazs.

Observation technique: Members of the research team visited the Haagen-Dazs signature store(Leicester Square) to observe consumer preferences and attitudes towards Haagen-Dazs ice-cream and also to understand the demographics of consumers , staff service , ambience(environment) , reference groups and reasons for visiting the store(occasion). Based on primary and secondary research findings all buyer behaviour models are applied to answer research objectives and to investigate Haagen-Dazs from the buyer behaviour perspective.

Research Analysis and findings
Secondary Research:

UK ice-cream industry: (Mintel report 2013)

Based on the secondary research findings we infer the following trends for product improvement in the UK ice-cream industry:
A.
B.

Health focus
Growth of adult products

The retail value of the UK ice-cream industry is expected to increase from 5-30% in the next
5 years, while volume sales are expected to drop by 6-15% (Mintel, Ice-Cream 2013)

General Mills is one of the world’s most prominent food processing companies, it includes Häagen-Dazs in its Brand Portfolio. [App-43]

Haagen-Dazs leads the market with their high priced ice-creams. However

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