How product availability influence consumers while buying ice cream

Abstract

In this study, my focus is to find out the factors that have a significant influence on the buying pattern of Ice Cream. This study mostly considered Ice Cream products that usually consume by students such as Stick Ice Cream or Cone Ice Cream. Based on my findings availability is the most significant factor that influences consumers to have Ice Cream. That is why I have developed my research title “How Product Availability Influence Consumers While Buying Ice Cream”. For this research, I have conducted exploratory research where I have found six factors that influence the buying pattern of Ice Cream. The influencing factors that I have considered are Flavor, Quality, Price, Availability, Appearance and Advertisement. For the conclusive research, I have set a sample size of 100 respondents who were mainly third year or final year students. Then I developed a questionnaire and collected data from the students of East West University and then after filtering that 100 responses I get 89 genuine responses than from there I have collected 80 responses randomly for my research. I used Microsoft Excel and SPSS, and with the help of these two instruments I find out the value of Cronbach’s Alpha, p-value and beta value using five-point Likert scale. Where I find that the internal consistency between the independent variables with the dependent variable is (.5322) which is 53.22%. Lastly, with the help of these values, I was able to find out that Flavor has a positive influence on buying Ice Cream but the results showed that it has a positive but insignificant influence on buying Ice Cream. After all other factors Quality, Price, Availability, Appearance, and Advertisement have a significant influence on the buying of Ice Cream. However, other than Availability all the factors have a positive influence on the buying pattern of Ice Cream. Finally, future research directions are presented in this study.