Authors: Assistant Professor Ms. Abinaya J, Hari Prasath
Abstract: This study examines consumer behaviour and perception towards IBACO, Hindustan Unilever's premium ice cream brand, among residents of Coimbatore city. As the frozen dessert market in India continues to witness rapid growth driven by rising disposable incomes, changing lifestyle preferences, and expanding urban middle-class demographics, understanding consumer attitudes towards branded ice cream parlours has become increasingly significant for marketers and retailers alike. The research explores key dimensions influencing consumer decision-making, including product quality, pricing, brand image, store ambiance, service quality, and variety of offerings. Primary data was collected from a structured sample of consumers across various age groups, income levels, and occupational categories within Coimbatore city using a well-designed questionnaire. Statistical tools such as percentage analysis, chi-square tests, and weighted average methods were employed to interpret the findings meaningfully. The study reveals that taste, hygiene, and brand reputation are the most critical factors shaping consumer perception towards IBACO. Younger consumers and working professionals constitute the dominant customer segment, with high frequency of visits during evenings and weekends. The findings further indicate a strong positive correlation between store experience and repeat purchase intention. The study concludes with actionable recommendations to strengthen IBACO's market positioning, enhance customer satisfaction, and improve competitive advantage in the Coimbatore frozen dessert market.
