Reserch Project On: "Consumer Preference of International Brand Wall's Ice-Cream Over Local Brand Omore Ice-Cream"

“Consumer preference of International brand Wall’s Ice-cream over local brand Omore Ice-cream”
Reserch Project on
“Consumer preference of International brand Wall’s Ice-
cream over local brand Omore Ice-cream”
Submitted to:
Sir Yawar Abbas
Submitted by:
Muhammad Shahnawaz
Reg # 2008-ag-43
Roll no.12
Specialization Marketing
DEPARTMENT OF BUSINESS MANAGEMENT SCIENCES
UNIVERSITY OF AGRICULTURE
FAISALABAD
MUHAMMAD SHAHNAWAZ Page 1

Dedication
　　
Dedicated to our beloved parents, & Teachers,
Who always prays for us,
And encouraged us
at every step in this project
as well as every step that we have taken,
in our life.
　
AKNOWLEDGEMENT
In the name of ALLAH Almighty, the most gracious and merciful,

who gave me the power, knowledge, strength and ability to
complete this dissertation.
I am indebted to many people for the successful completion of

this document. First of all, I would like to thank
Department of Business Administration,
UNIVERSITY OF AGRICULTUREFAISALABAD ,
for providing me the golden opportunity to improve my knowledge
and skills in the field of Business Management.
I would not forget to thank to my project supervisor,
Sir Yawar Abbas (Chairman Marketing) for his generous support.
At the end, I am thankful to all my friends and my family who

helped, supported and motivated me in completion of this project.
　
Executive Summary

This study was aimed at determining consumer preference of Wall’s-ice
cream (international brand) instead of Omore-ice Cream national or
local brands. Consumer evaluates products based on information cues,
which are intrinsic and extrinsic. If a consumer is satisfied with a
product, he will buy it again, become loyal and over time develop a
relationship with the brand. There are various factors which influence
consumer purchase decision. The price of a brand plays a fundamental
role in the consumer’s choice of brand. If a brand is priced too high then
a consumer will avoid it. The price of a brand is an indication of the
quality of the brand as well. The country of origin of products is another
cue used as a sign of quality of a product. Products from developed
countries are perceived to be of better quality. Other factors include
fashion, family and friends, brand name, availability, advertising
campaigns etc.
The sample for this research is taken from Faisalabad. Simple random
sampling was the technique used and the sample size was 100. Data
collected for research was through a questionnaire, which was
distributed among both males and females of various age groups and
income levels. Calculations were then analyzed and interpreted using
percentage of respondents and frequency distribution.
Consumers are seen to give preference to Wall’s-ice cream

international brand if asked to choose between an Wall’s-ice cream
(international brand) and Omore-ice Cream ( national brand).
Consumers regard Wall’s-ice cream to be of better quality, Taste and
reliable. Furthermore, they are more price and quality conscious and not
very brand loyal. Omore-ice Cream need to emphasize on the quality
of their products in advertisements and their advertisements need to be
more targeted and up-beat to attract the younger market segment.
LIST OF CONTENTS
　
HEADING.......................................... .……………………………………………….. PAGE NO.
Executive Summary
History and Introduction................................................................................ ………….....01
Introduction.........................................................................................................................02
History.................................................................................................................................03
Unilever Pakistan Limited....................................................................................................04
List of Unilever Brands in Pakistan.................................................................................... 04
INTRODUCTION TO THE PROBL...............................................................................06
1.2 Purpose of study............................................................................................................07
1.3 Research Objectives …………………………………………..….……..……....… ..07
1.4 Scope of the study.......................................................................................................08
1.5 Delimitations……………………….………………………………………...…...…..08
LITERATURE REVIEW……………………….…..………..…………………………09
2.1 Consumers....................................................................................................................09
2.2 Brand........................................................................................................................... .10
2.3 Consumer behavior………............................................................................................10
2.4 Brand image....................................................................................................................10
2.5 Brand loyalty................................................................................................................11
2.6 Influence of brand loyalty on consumer behavior........................................................11
2.7 Global brands................................................................................................................11
2.8 International brands.....................................................................................................13
2.9 Factors considered by consumers while selecting brands….…………………………13
3 PROBLEM STATEMENT…………………………..…………………………….….15
4 . THEORATICAL FRAMEWORK..............................................................................15

4.1 Inventory of Variables………………….…………………..…….……….…..………15
Dependent variable………………………….………………......………..………..…….…16
Independent variables............................................................................................................16
4.2 Research questions......................................................................................................17
5.1 HYPOTHESES........................................................................................................18
6.1 DATA COLLECTION TECHNIQUES………..............…………...…..……..…18
6.2 Research design and methodology………………..…..….……….…………………..19
6.2.1 Population………………………………………………………………….……….19
6.2.2 Sample….………………………………………………………………….……….19
6.2.3 Instruments and measures………………………………………………………….19
6.2.4 Procedure……………………………………………………………………….…..19
6.2.5 Questionnaire analysis………..…………………………………………………….20
7.1 RESERCH ANALYSIS …………….……………………………………………..20
Between wall’s (international brand) and Omore (National brand)
7.2 Questionnaire…………………….……………………..……………………….…22
7.3 Data Enterru through spss soft ware………………………………………………..23
8.1 Chi-Square Goodness-of-Fit Test………………………………………...............36
9.1 Section 4. Conclusions
Discussion........................................................................................................................ 38
conclusion ……………….…………..……………………..….………………………..40
References........................................................................................................................... 41
Appendix. ………………………………………………………………..………………….42
LIST OF TABLES
7.4 This Data is Belongs to Students, Businessmen, and Job Holder

7.5 Frequency Male/Female
7.6 Frequency Male/Female FAV brand ICE- Cross tabulation
7.7 Over all Monthaly expence on ice-cream
7.8 Distributions of High and Low user
7.9 Current position of both companies brand?
7.10 : results of whether consumers buy Wall’s-ice cream (international brand)
7.11: results of the consumer Wall’s-ice cream (international brand) loyalty.
7.12: results of preference of Wall’s-ice cream (international brand) if both Omore-ice Cream
national brand and Wall’s-ice cream (international brand) are priced same.
7.13: results of whether consumers buy Wall’s-ice cream (international brand) for social
acceptability.
7.14 Results of whether consumers buy Wall’s-ice cream (international brand) if their favorite
celebrity is promoting it.
7.15 results of whether consumers consider their family or friends while purchasing Wall’s-ice
cream (international brand)
7.16: results of whether consumers consider fashion while purchasing Wall’s-ice cream
(international brand) .

History and Introduction

Introduction
Unilever is one of the world’s largest and leading multinational companies; Unilever commenced
their business activities on a larger scale by setting up their first factory in Netherlands, in the
year of 1890. Operating in Pakistan for over the last four decades the company is trying to
significantly contribute towards the augmentation of the standard of living by bringing world
class high quality products at the door step of their customers. The usage of Unilever products by
over 90% of the people in Pakistan stands a testimony to their successful operation. Their array
of products show that they produce household care, fabric cleaning, skin cleansing, skin care,
oral care, hair care, personal grooming, and tea based beverage products under worldwide
famous brand names Wheel, LUX, Lifebuoy, Fair & Lovely, Pond's, Close Up, Sun silk,
Lipton,Wall’s Ice-cream, Pepsodent, All Clear, Vim, Surf Excel, and Rexona.
　　
History
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight
Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian
England.
Unilever is one of the biggest company of the world with its products spread all over the world.
Present in 150 countries around the world with a wide range of products.
The Unilever shares in the world are:
Europe 38%
Asia/Africa 29%
The Americas 33%
Introduction - Unilever Pakistan
The Unilever Pakistan Limited (UPL), formerly Lever Brothers Pakistan Limited was established
in Pakistan in 1948. The town of Rahim Yar Khan was the site chosen for setting up a vegetable
oil factory. Unilever Pakistan is the largest FMCG company in Pakistan, as well as one of the
largest multinationals operating in the country. Now operating six factories at different locations
around the country. The Unilever's Head Office was shifted to Karachi from the Rahim Yar
Khan site in the mid 60's.
Mission
“We meet everyday needs for nutrition , hygiene and personal care with brands that help people
feel good, look good and get more out of life”.
"Lever brothers will be the foremost consumer product company in Pakistan with care, skin, ice
cream and spread. Already positioned in tea, hair, dental and household care, substantially
profitable position in cooking oils and fats our strengths come from our people and from
combining the best of our international as well as Pakistan origin. Our commitment is to
continuously care for the need of our customers, consumers, employees, suppliers, share holders
and the community in which we live."
List of Unilever Brands in Pakistan

1. HOME & PERSONAL CARE:
2. SPREAD & COOKING PRODUCTS CATEGORY
3. BEVERAGES
4. ICE CREAM
WALL’S POLKA
Cornetto (3 variants) Pop Cone
Feast (3 variants) Choc Bar
Top Ten Ice Cream Stick
Star Cup (4 variants) Panda (2 variants)
Callipo Jetspot Orange
Big Split King Kulfa/Big Slice
Big Fruiti King Kulfa Cups
Max Rambo Half Litre(variants)
Max Kulfi Litre Pack(variants)
Blue Berry 10 Litre Pack( variants)


1.1 Introduction to the Problem
As the world is turning into a Global Village and new products from abroad are finding their way
into the country, the trend of consumption by our native people is slowly changing. They are
becoming more prone to buying
International brands than the local ones since the influence by the western world is getting
stronger day by day. The globalization of markets has created complex and intertwined sourcing
and marketing strategies. If any bias resulting from these strategies is present in the buying
decision, then manufacturers, exporters, importers, distributors, and other channel intermediaries
must pay close attention to how this affects their businesses and use proper strategies to respond
to this phenomenon.
The concept called globalization has leaded various firms to operate on a global level which has
brought changes in consumer buying behavior and his knowledge. Consumers are now more
aware of other cultures, lifestyles and brands due to international travel and satellite television. It
has now been observed that consumers buy Wall’s-ice cream foreign brands more frequently
than the Omore-ice Cream local ones. They feel proud in purchasing imported goods which
has increased the power of global brands.
It is a general perception that consumers consider only “made in...” factor while purchasing a
international brand ice cream Wall’s. But the fact is that there are various other factors involved
in the process of product evaluations.
Studies show that consumers of developing countries prefer Wall’s foreign brand, especially
from the Pakistan, for reasons not only of perceived quality but also of social status. Thus a
brand’s country of origin serves as a “quality halo” or summary of product quality , and people
buy such brands for status-enhancing reasons. Quality is conceptualized in terms of the
“superiority” or “excellence” of a product’s performance .
Demographics (income, education, occupation and family background) also determine the
consumer’s lifestyle and purchase pattern. We found that demographics substantially determine
the exposure to, and thus the purchase of expensive foreign goods.
In developing countries like Pakistan, social classes also show noticeable brand preference. It
has been observed that the elite class and the upper-middle class go towards expensive Wall’s-
ice cream foreign brand more frequently to make a prominent position in the society, as ours is a
status conscious society. Lower classes on the other hand, take the international brands as a
luxury.
The objective of this study is therefore to examine some of the influences such as consumer
ethnocentrism, the role of social influences like advertising, celebrity endorsements, peer
groups and family in affecting consumer’s perception and evaluations of these Wall’s-ice cream
(international brand) & Omore-ice Cream (national) brands.

Both primary and secondary sources will be used for data collection such as questionnaires,
internet search, news paper and magazine articles. This research will be conducted in the
Faisalabad city.
1.2 Purpose of study

The purpose of this research is to determine:
1.The factors influencing consumers to buy Wall’s-ice cream rather than
Omore-ice Cream.
2.The Pakistani consumer buying behavior patterns, attitudes towards foreign

brand (Wall’s-ice cream) and
local brand (Omore-ice Cream) and the preference for Wall’s-ice cream foreign
brand.
1.3 Objectives
The main objectives of our research ar e as follows:
1. To determine factors that influence consumer preferences while selecting a
Wall’s-ice Cream (international brand) .
2 To see how age, gender and income level of consumers affect their buying
Decision of Wall’s ice cream.

1.4 Scope of the study

This research is focusing on the consumers of Faisalabad. It deals with the factors that
influence consumer preferences while selecting Wall’s-ice cream and what consumers look for
in a product when they buy it. The research is specifically focused upon fast moving consumer
goods (FMCG’s) industry.
1.5 Delimitations
This research is limited to Faisalabad due to limited funds and limited time.
The research is based on limited number of respondents as it is difficult to
arrange appointments with consumers.
The respondents may not be honest and fill in the questionnaires half-heartedly,
giving a false or biased picture.
The research does not cover all the categories of goods. It in fact deals with the
ice cream brands related consumer product only.

2. LITERATURE REVIEW
　
Before going into the past researches on the preference of people about national (Omore-ice
Cream) and international , (Wall’s-ice cream) brands let us first define a few terms.
Consumers
Generally consumer is an individual who buys products or services for personal use and not for
manufacture or resale. The literal meaning of the word ‘consumer’ is one that consumes
(www.scholar.google.com).
According to the legal definition of consumer, it is an individual who purchases, uses, maintains,
and disposes off products and services (www.answers.com).
Brand
Generally the word brand means; a trademark or distinctive name identifying a product or a
manufacturer. The term brand refers to a name, term, symbol, sign or design used by a firm to
differentiate its offerings from those of its competitors. Brands are one of the most
standardizable items in the product offering; they may allow further standardization of other
marketing elements such as promotional items. The brand name is the vocalizable part of the
brand, the brand mark the nonvocalizable part (Czinkota & Ronkainen).
What the brands are and why they emerged? , tells John Philip Jones in his book “What’s in a
name” that brands developed out of trademarks, a long lasting means of providing legal
protection to an inventor’s patent.
A brand includes a name, logo, slogan, and or design scheme associated with a product or
service. Brand recognition and other reactions are created by the use of the product or service
and through the influence of advertising, design, and media commentary. A brand is a symbolic
embodiment of all the information connected to the product and serves to create associations and
expectations around it (John Philip Jones).

Consumer Behavior
Customer behavior is defined as the mental and physical activities undertaken by household and
business customers that result in decisions and actions to pay for you, purchase and use products
and services. Examples of mental activities are assessing the suitability of a product or service
brand, making inferences about a product or service’s qualities from advertising information, and
evaluating actual experiences with the product. Physical activities include visiting stores, reading
consumer reports, talking to sales people, and issuing a purchase order. In short, Consumer
behavior is understanding how and why consumers behave (Del I. Hawkins).
There are two major forces that shape who we are and what we buy. Our personal motives,
attitudes, and decision-making abilities guide our consumption behavior. At the same time, our
families, cultural background, and the ads we see on TV, and the sites we visit on the Internet
influence our thoughts and actions (Jan S. Slater).
Brand Image
According to the marketing dictionary the term Brand Image refers to Qualities that consumers
associate with a specific brand, expressed in terms of human behavior and desires, but also
related to price, quality, and situational use of the brand. For example: A brand such as Wall’s
will build up a strong public image because of its Taste and Quality as well as its price. This
image is not inherent in the brand name but is created through advertising. Brand image can be
positive as well as negative. On the basis of characteristics which the consumer associates with
the brand, a competitive advantage for a brand can be build.
Brand loyalty
Brand loyalty has been proclaimed by some to be the ultimate goal of marketing. In marketing,
brand loyalty consists of a consumer's commitment to repurchase the brand and can be
demonstrated by repeated buying of a product or service or other positive behaviors such as word
of mouth advocacy. True brand loyalty implies that the consumer is willing, at least on occasion,
to put aside their own desires in the interest of the brand.
Brand loyalty is the consumer's conscious Brand loyalty is more than simple repurchasing,
however. Customers may repurchase a brand due to situational constraints, a lack of viable
alternatives, or out of convenience. Such loyalty is referred to as "spurious loyalty". True brand
loyalty exists when customers have a high relative attitude toward the brand which is then
exhibited through repurchase behavior. This type of loyalty can be a great asset to the firm:
customers are willing to pay higher prices, they may cost less to serve, and can bring new
customers to the firm. For example, if joe has brand loyalty to company a he will purchase
company a's products even if company b's are cheaper and/or of a higher quality .

Influence of brand loyalty on consumer behavior
The new millennium is not just a new beginning; it is a continuation of trends in human behavior
that have been following cyclical patterns throughout our country's history. Just because we have
entered a new era does not mean we have to start from scratch when it comes to interpreting why
certain consumers are loyal to certain brands, and what type of factors influence these
allegiances.
or unconscious decision, expressed through intention or behavior, to repurchase a brand

continually. It occurs because the consumer perceives that the brand offers the right product
features, image, or level of quality at the right price. Consumer behavior is habitual because
habits are safe and familiar. In order to create brand loyalty, advertisers must break consumer
habits, help them acquire new habits, and reinforce those habits by reminding consumers of the
value of their purchase and encourage them to continue purchasing those products in the future.
The image surrounding a company's brand is the principal source of its competitive advantage
and is therefore a valuable strategic asset. Unfortunately, many companies are not adept at
disseminating a strong, clear message that not only distinguishes their brand from the
competitors', but distinguishes it in a memorable and positive manner. The challenge for all
brands is to avoid the pitfalls of portraying a muddled or negative image, and instead, create a
broad brand vision or identity that recognizes a brand as something greater than a set of attributes
that can be imitated or surpassed. In fact, a company should view its brand to be not just a
product or service, but as an overall brand image that defines a company’s philosophies. A brand
needs more than identity; it needs a personality. Just like a person without attention-grabbing
characteristics, a brand with no personality can easily be passed right over. A strong symbol or
company logo can also help to generate brand loyalty by making it quickly identifiable.
Global brands
The brand name of a product that has worldwide recognition. A global brand has the advantage
of economies of scale in terms of production, recognition, and packaging. While the product or
brand itself remains the same, the marketing must take into account the local market conditions
and the resulting marketing campaign must be tailored accordingly. Care must also be taken to
ensure that there is nothing offensive in terms of the name or packaging in the various cultures
and languages. A problem with global branding is that, if problems are experienced in one
country, there could be worldwide repercussions for the brand
(www.brighternaming.com/brands).

Brands which have a large disparity in consumer regard and image are not as likely to find a
standardized global positioning to become a global brand. Successful multicultural advertisers
have secured brand loyalty from culturally diverse consumers by tailoring the brand's image to
reflect individual cultures. With regards to brands, creation or maintenance of a global brand is
highly dependent upon the existing status of the brand. If the company has maintained
independent brand names for the same product for numerous countries, it becomes more difficult
and risky to implement a single global brand name. If the product has been adapted in various
countries to accommodate local tastes, the creation of a single global brand is not recommended.
International brands
International brands are somewhat different from global brands. They also have a worldwide
recognition but the basic marketing strategies are not same in all the countries, in fact these
brands do not have a marketing team working for the brand in every country. For example,
Walls ice cream, marlboro, imperial leather, mercedes etc.
Factors considered by consumers while buying brands

According to one study “understanding the path to purchase”, the drivers of purchase are
psychographics/personality
social context of a consumer,
his current relationships and
the functionality/product attributes
Another research conducted by davis, hatch & roberts in 2008 states that “ice cream brand choice
criteria are defined as the
intrinsic (inherent to the product) and
extrinsic (product-related but not part of the physical product)
product attributes that associated with desired benefits or incurred costs as consumers make
buying decision among various alternatives. Intrinsic product attributes are those which cannot
be changed without altering the physical characteristics of the product, for example, style, color,
design, appearance, safety, comfort etc. While extrinsic ones are those that are exerted by

manufacturers or retailers and do not form the component parts of the product. For example,
price, brand, country of origin, warranty etc.
The past researches have shown that there are countless factors which attract consumers to buy
Wall’s Ice-cream(international brand) whether Omore Ice-cream(National brand). The factors
are:
Taste
It plays also a vital role like Wall’s ice cream taste is good.
Price
Kotler and armstrong describe price as the money charged for products or services or the sum of
values that is exchanged by consumers for having the benefits of that product or service.
Price plays a pivotal role in a consumer’s choice of brand. Many consumers organize their
products category knowledge in terms of the price bands of different products .
consciousness
The findings of previous researches indicate that the status-conscious market is more likely to be
affected by the representative characteristics of a brand; feelings aroused by the brand; and by
the degree of agreement between the brand-user's opinion and the brand's image itself. Results
also show that the higher the symbolic or representative characteristics, the stronger the positive
feelings, and the greater the congruency between the consumer and brand image, the greater the
chance of the brand being perceived as possessing high status elements.
Quality
one important factor considered by consumers during the purchase decision is the ‘quality
signal’. Consumers watch the fierce battles that transnational companies wage over quality and
are impressed by the victors. A focus-group participant told us: “the more people who buy a
brand, the better quality it is.” A Pakistani consumer agreed: “i like global brands because they
usually offer more quality and better guarantees than other products.”
. Another important aspect of improving quality is an emphasis on design. Some countries such
as singapore and taiwan provide financial assistance to help companies improve product design.
Cash grants help defer design costs, and publicity-oriented programs increase overall design
consciousness. Moreover, global marketers must realize that they have to meet iso 9000
standards to compete for business abroad and to win contracts from multinational corporations.

Advertising and celebrity endorsers
Advertising is a paid non-personal communication from an identified sponsor using mass media
to persuade or influence audience (wells vurnett moriaaty). It is all about an affective
communication of the message through an affective media like television, radio, internet, news
paper, magazines, billboards, banners, brochures, etc. There are various types of advertising, one
of which is ‘brand advertising’. It’s the most visible type which focuses on the development of
long term brand identity and image.
Celebrity endorsement has been recognized as “a ubiquitous feature of modern marketing” The
company can build characters that are congruent with their brands and the target audience.
Companies have very little control over the celebrity’s persona, as this has been created over the
years .
Celebrity endorsers have been found to produce more positive responses towards advertising and
greater purchase intentions than a non-celebrity. Stars are loved and adored by their fans, so
advertisers use stars to capitalize on these feelings to sway the fans towards their brand. Some
stars have a universal appeal and therefore prove to be a good bet to generate interest among the
masses.
Country-of-origin
The country of origin of a product, typically communicated by the phrase “made in…” has a
considerable influence on the quality perceptions of a product. The manufacture of products in
certain countries is affected by a built-in positive or negative stereotype of product quality .
Japanese brands seem to be perceived as more reliable (i.e., requiring less repair), while
american brands are perceived as more roomy and safer in the event of a collision. It is expected
that a marketing strategy that works well for japanese brands will not work as well for u.s.
Brands or european brands because of their different country image.

3. Problem statement
As Pakistani consumers have more choices today due to global effects and they can
easily switch to different ice Cream brands if they are dissatisfied with one. So, this
study deals with the following queries:
1. What are the factors considered by consumers while selecting Wall’s

International brand ice cream?
2. Why consumers pay more for Wall’s-ice Cream (international brand)
than Omore-ice Cream (national brands)?
4. Theoretical framework
　　
After conducting the interviews, completing a literature survey , and defining the problem,one
is ready to develop a theoretical framework.
4.1 Inventory of Variables:-
Dependent variable:
The dependent variable in this case is the consumer behavior. This study is focused upon the
buying behavior of consumer regarding the Wall’s-ice cream (international brand).
During the selection of Wall’s-ice cream (international brand), a person always considers
certain factors, so the buying decision process is not an independent process and is dependent on
various factors.

Independent variables:
It is a multivariate analysis as there are a number of independent variables which directly affect
the dependent variable i.e. Consumer behavior regarding the Wall’s-ice cream (international
brand) The independent variables involved in this study are:
1. Quality: quality of Wall’s ice-cream is a factor where no one compromises. It has a long
lasting impact on consumer’s perception. It is the basic factor considered by consumers when
purchasing a walls international brand.
2. Status: many people buy Wall’s ice-cream foreign brand just for the status enhancing motive.
Such consumers are very conscious about their appearance, so they choose the brands very
vigilantly. They are the ones who frequently purchase Wall’s ice-cream foreign brand even if
they are expensive. They go for the image of brand which can enhance their own image and
status in the society.
3. Price: price plays a vital role in consumer’s choice of brand. High priced products are
considered luxury and purchased occasionally. Price is also perceived to be the reflection of the
quality of wall’s brand. Wall’s is Expensive brand, are considered to be of premium quality
whereas a Omore ice cream low priced brand is regarded to be of inferior quality. Thus income
level is also a part of the price factor. The consumers with high purchasing power frequently
purchase the expensive wall’s brands may be to impress others or for their own satisfaction. So,
it can be said that, price does not influence the purchase decision of the status conscious people
as they use international branded products as a symbol of status.
4. Fashion consciousness: most of the consumers consider the current fashion trends while
purchasing a product. Every consumer has his own taste. Consumers are more aware about the
latest fashion trends and are more fashion conscious. So they go for the brands which are in
fashion at the time of purchase.like wall’s introduced different styles ,shapes of their ice cream
products.
5. Reference groups: reference groups include persons, groups or institutions whom one look up
to for guidance for one’s own behavior and whose opinion one cares for. These are also an
important source of influencing Wall’s brand purchases. They serve as direct or indirect points
of comparison or reference in forming a person’s attitude or behavior. Reference group may
involve family, friends or even opinion leaders who exert influence on other’s buying decisions
due to special skills, knowledge or personality.
6. Advertising and celebrity endorsers: an effective advertisement educates the consumer

about the product and makes recognition of the Wall’s brand. It helps creating an image of a
brand and plays important role in changing consumer’s perception, thus influencing his buying
decision. Also celebrity endorsers have been found to produce more positive responses towards
advertising and greater purchase intentions than a non-celebrity endorser. Celebrities build an

image between the brand and the consumer and are a major source of influencing brand
purchases..
7. Affiliations: sometimes consumer buying behavior is influenced by small groups to which he

belongs. For example, membership groups and symbolic groups like community organizations,
clubs, professional associations etc. Such groups may influence the consumer’s buying behavior
due to his particular life-style, attitude and self-concept and create pressures to conform that may
affect the person’s Wall’s brand choices. The importance of group influence varies across
products and brands. It tends to be strongest especially during the young age when peers are seen
as an important source of influence on fashion clothing preferences.
8. Brand consciousness: in the Pakistan brand names are an important factor affecting
consumer’s purchase decisions, with well-known brands, such as Wall’s, being popular choices
It has been generally observed that young adults are brand conscious consumers most of the
time.
4.2 　Research questions
1. what are the reasons of consumer preference of Wall’s-ice cream
global brand over the Omore-ice Cream local ones?
2. what are the demographic characteristics of consumers who buy
Wall’s-ice cream foreign brand more frequently?
3. which product attributes are mostly considered by consumers when
buying a Wall’s-ice cream foreign brand? intrinsic or extrinsic?

5.1 Hypotheses
h0: consumers in Faisalabad city do not prefer foreign brands ice cream over ocal brand
ice cream.
h1: consumers in Faisalabad city prefer foreign brands ice cream over ocal brand ice
cream.
6.1 DATA COLLECTION TECHNIQUES
1. PRIMARY DATA
Primary data was collected through face to face interviews while filling up questionnaires.
2. SECONDARY DATA
Relevant information was gathered from magazines, newspapers and project reports ,web sites that
formed the secondary data.
3. COMMUNICATION APPROACH
Face to face interviews was taken as the communication approach since it is a better method in
cases where slight probing is required.
The above discussion shows that both quantitative (survey) and qualitative (field research) were
used in my research.

6.2 Research design and methodology
6.2.1 Population
The population of this study is the consumer of all brands of ice-cream.and the targeted
population is the individuals at D-Ground Faisalabad are ice –cream user especially of Wall’s
ice-cream.
6.2.2 Sample
the sample for this research was drawn from the population of Faisalabad city as people from
all walks of life reside here. simple random sampling was preferred for this descriptive research
study. the sample size for the study was one hundred consumers which include all consumers of
Faisalabad city.
6.2.3 Instruments and measures
the type of research was a descriptive study in order to identify, determine and analyze the
reasons why consumers prefer Wall’s-ice cream (international brand) to Omore-ice Cream
(national brand) .questionnaire survey was employed as the tool to collect primary information.
to maintain confidentiality, the respondents were specifically asked not to write their names on
the survey forms. it was a structured questionnaire which consisted of 14 questions. the
questionnaire was designed and modified for the study after discussions with professionals
advising the researcher in the study.
most of the items were close ended. likert scale was used in most of the questions. some of
these were three-point likert scale questions whereas some were four-point likert scale. two items
were open ended as well as closed ended. furthermore, age, gender and income level of the
consumers were asked at the top of the questionnaire to analyze the consumers demographically.
6.2.4 Procedure
the questionnaire was given directly to the consumers to be filled in. after that the analysis of the
data was carried out using frequency distribution and percentage of respondent’s answers. these
calculations were then interpreted. in addition to this the calculations and interpretations were
carried out for different age groups, gender and income levels being asked for in the
questionnaire.

6.2.5 Questionnaire analysis
The questionnaire was designed after the consideration of different variables of theoretical
framework. age, gender and income level of the respondents have been asked to analyze the
population demographically. pilot test was conducted on 25 respondents and the questionnaire
was refined. value of cronbach alpha came to 0.7. the questionnaire was later validated by
experts.
7.1 Research Analysis between

wall’s (international brand) and Omore (National brand)
 Questionnaire
 Descriptive statistics
 Distributions of High and Low user
 Current position of different companies
 Analysis of Quality, Taste and Price

7.2 Questionnaire
Please select only one option at a time
Name
Age
Contact # (optional)

Sex Male Female
Profession Student Business Man Job Holder Other
Background Rural Urban
Favorite Ice Cream
brand WALLS OMORE
international Local brand
Average
Monthly Expense on Less then Less then Less then Rs Less then Above Rs
ice cream? Rs 1000 Rs 2500 2500
Rs 100 Rs 500
Are you satisfied

with the current
products of the
company? YES NO

Education Illiterate Literate Primary Middle
Matric Inter Graduation Master Others
Why you select this

company? Because
ice cream Batter Cheaper Brand
of
Quality Price
Taste name
Assign marks to the

ice cream Quality
A(80-100) B (70-80) C(60-70) D(50-60) E (40-50)
Assign marks to the

ice cream taste.
A(80-100) B (70-80) C(60-70) D(50-60) E (40-50)
Assign marks to the
Wall’s-ice cream
international brand
yes No
is a symbol of
status?
Are you buying

wall’s ice cream
brands for favorite yes No
celebrity endorsed
whether you
consider fashion
yes No
while buying a wall’s
brand

Preference if both
brands are priced
same Wall’s Omore
whether you
consider family or
friends in purchase yes No
decision for wall’s
7.3 Data Enter through spss soft ware


7.4 This Data is Belongs to Students, Businessmen, and Job Holder
PROFESSION
Cum ulative
Frequency Percent Valid Percent Percent
Valid STUDENT 40 40.0 40.0 40.0
BUSINESS MAN 27 27.0 27.0 67.0
JOB HOLDER 31 31.0 31.0 98.0
OTHER 2 2.0 2.0 100.0
Total 100 100.0 100.0

7.5 Frequency Male/Female
SEX
Cumulative
Frequency Percent Valid Percent Percent
Valid MALE 61 61.0 61.0 61.0
FEMALE 39 39.0 39.0 100.0
Total 100 100.0 100.0

“Consumer preference of7.6
InternationalFrequency Male/Female
brand Wall’s Ice-cream over local brand Omore Ice-cream”
FAV brand ICE-CREEM Cross
tabulation
FAV_ICE_CREEM
WALLS OMORE Total
SEX MALE Count 33 28 61
Expected Count 36.0 25.0 61.0
% within SEX 54.1% 45.9% 100.0%
FEMALE Count 26 13 39
% within SEX 66.7% 33.3% 100.0%
Total Count 59 41 100
% within SEX 59.0% 41.0% 100.0%

7.7 Over all Monthly expense on ice-cream

7.8 Distributions of High and Low user
MONTHLY_EXPENCE_ICECREEM *
]]]]]]]]]]]]]]]]]]]]]]]]]]]
FAV_ICE_CREEM brand Crosstabulation
Count
FAV_ICE_CREEM
[[]]]]]]]]]]]]]]]]]89888888
WALLS OMORE Total
MONTHL Y_EXPENCE_ICEC 100.00 8 2 10

REEM
200.00 6 4 10
500.00 10 11 21
1000.00 12 6 18
1500.00 8 8 16
2000.00 10 8 18
2500.00 5 2 7
Total 59 41 100

Distributions of High and Low user

7.9 Current position of both companies brand?
FAV_ICE_CREEM * MY_ FAVOURATE_ BCOZ Crosstabulation
Count
MY_FAVOUR ATE_BCOZ
QUALITY TASTE PRICE Total
FAV_ICE_CREEM WALLS 29 15 15 59
OMORE 7 24 10 41
Total 36 39 25 100
Current position of different companies ?

Results and discussion
After conducting survey, following data have been collected for analysis:　
table 7.10 : results of whether consumers buy Wall’s-ice cream (international brand) .
males females
yes 17 23
sometimes 21 16
no 12 11
total 50 50
　　figure 7.10: results of whether consumers buy Wall’s-ice cream (international brand) .
table 7.11: results of the consumer Wall’s-ice cream
(international brand) loyalty.
males females
yes 32 13
sometimes 10 28
no 8 9
total 50 50
figure 7.11: results of the consumer Wall’s-ice cream (international brand) loyalty.
table 7.12: results of preference of Wall’s-ice cream (international brand) if both Omore-ice
Cream national brand and Wall’s-ice cream (international brand) are priced same.
males Females

yes 17 37
sometimes 26 7
no 7 6
total 50 50
figure 7.12 results of preference of Wall’s-ice cream (international brand) if both Omore-ice
Cream national brand and Wall’s-ice cream (international brand) are priced same.
table 7.13: results of whether consumers buy Wall’s-ice cream (international brand) for social
acceptability.
males Females
yes 32 33
sometimes 13 9
no 5 8
total 50 50
　figure 7.13 results of whether consumers buy Wall’s-ice cream (international brand) for social
acceptability.
table 7.14 Results of whether consumers buy Wall’s-ice cream (international brand) if their
favorite celebrity is promoting it.
males Females

yes 12 27
sometimes 17 14
no 21 9
total 50 50
figure 7.14: results of whether consumers buy Wall’s-ice cream (international brand) if their
favorite celebrity is promoting it.
table 7.15 results of whether consumers consider their family or friends while purchasing Wall’s-ice
cream (international brand) .
males Females
yes 11 28
sometimes 20 13
no 19 9
total 50 50
　figure 7.15 results of whether consumers consider their family or friends while purchasing
Wall’s-ice cream (international brand)
table 7.16: results of whether consumers consider fashion while purchasing Wall’s-ice cream
(international brand) .
males Females
yes 34 39
sometimes 10 9
No 6 2

total 50 50
　　figure 7.16 results of whether consumers consider fashion while purchasing Wall’s-ice
cream (international brand)
8.1 Chi-Square Goodness-of-Fit Test

• The test procedure described in this lesson is appropriate when the following conditions
are met:
• The sampling method is simple random sampling.
• The population is at least 10 times as large as the sample.
• The variable under study is categorical.
• The expected value for each level of the variable is at least 5.
Problem#1
• Different Ice Cream brands claim that 65% of the market share is covered by
international brand Walls, and 35% is cover by local brand Omore. Total 100%

• Suppose a randomly-selected 100 customers of different companies shows that Wall’s
59% , and Omore got 41%
• Tell us Is this consistent with ice cream brand’s claim? Use a 0.05 level of significance.
State the hypotheses. The first step is to state the null hypothesis and an alternative
hypothesis.
Null hypothesis: The proportion of customers are as follow, 65% of the customers are of
international brand walls, and 35% local brand Omore respectively.
Alternative hypothesis: At least one of the proportions in the null hypothesis is false
Analyze Sample Data.
Applying the chi-square goodness of fit test to sample data, we compute the degrees of
freedom, the expected frequency counts, and the chi-square test statistic.
Based on the chi-square statistic and the degrees of freedom, we determine the P-value.
where DF is the degrees of freedom, k is the number of levels of the categorical variable,
n is the number of observations in the sample,
Ei is the expected frequency count for level i,
Oi is the observed frequency count for level i, and
Χ2 is the chi-square test statistic.
DF= K= 2-1=1
(Ei) = n * pi
(E1) = 100 * 0.41 = 41

(E2) = 100 * 0.59 = 59
Χ2 = Σ [ (Oi - Ei)2 / Ei ]
Χ2 = [ (59 - 65)2 /65 ] + [ (41 - 35)2 / 35 ]

Χ2 = [ 0.554 ] + [ 1.029]
Χ2 = 1.58
We use the Chi-Square Distribution Calculator
to find P(Χ2 > 1.58) = 0.2088
Interpret results.
Since the P-value (0.2088) is more than the significance level (0.05),
we can accept the null hypothesis.

Means Accept:
Null hypothesis: The proportions in the null hypothesis is true.that is The

proportion of customers are as follow, 65% of the customers are of international
brand walls, and 35% local brand Omore respectively.
Discussion
according to the data collected from the survey 30 % of the consumers asked, said that they
purchase international brand Wall’s and about 58% purchase both branded (Wall’s) as well as
unbranded(Omore). the respondents that said local brand (Omore) is not good quality have
mostly given reasons such as Taste and sometimes the avaliability of Omore ice cream .
when asked which they would buy, a foreign brand Wall’s or a local brand Omore if both are
priced the same, 64% of the consumers said they would buy a Wall’s foreign brand. the main
reasons given for these are better quality, better physical awareness of Wall’s foreign brand and
the brand image. hence due to the reasons mentioned, 84% of the consumers asked, said they
sometimes buy Wall’s foreign brand. 11% said they always do and 5% said they never do. the
survey results indicate that the consumers mainly look for the extrinsic product cues like brand
name, quality and price of a Wall’s.
moreover, from the survey it is seen that the majority of the respondents sometimes change the
brand they use. around 11% are always on the look out of new brand and thus keep changing
them. whereas, 18% hardly do so and 7% never do. in addition to this a lot of consumers (77%)
are of the opinion that the use of Wall’s foreign or Omore local brand shows the social status
of a person. also, 76% consumers are of the opinion that people buy certain brands especially
Wall’s foreign brand so that they can fit into a particular social group. the reason being that the
Wall’s ice cream have become a status symbol. however, some consumers said, that people buy
Wall’s for their own satisfaction.
in addition to this, out of the total respondents questioned, most of the consumers said that they
sometimes like to purchase the Wall’s brands with their favorite celebrity as a spokesperson.
32% said that they would definitely buy such brands 26% told that they would not buy a brand
even if their favorite celebrity has been endorsed in the advertisement. therefore, it can be said
that celebrity endorsement plays a role in consumer purchase decision but it is not always
effective.

moreover, 46% of the respondents told that they consider their family and friends while making a
purchase decision regarding wall’s., 26% do not consider them at all and 28% consumers
consider them sometimes. it has also been observed that majority of the consumers consider
current fashions while purchasing a Wall’s ice cream brand and some of the consumers consider
the fashion factor sometimes. besides this, most of the consumers (46%) were found to be brand
conscious and 17% were not sure about it, so it can be said that most of the consumers in
Faisalabad city are brand conscious.
on the whole, it was found that the female consumers of the age group ranging from 18 to 30
years with an income level of rupees 10,000 to 20,000 is the most brand conscious segment. this
segment prefers Wall’s foreign brand most of the time due to the reasons such as quality and
brand name. this segment has been found to be more brand loyal but, they sometimes shift to the
other brands due to dissatisfaction from one brand. moreover, this segment is more status
conscious and these consumers buy Wall’s foreign brand to show their social status. also, this
segment is fashion conscious .
the results show that many consumers use and prefer Walls ice cream foreign brand while some
of them always prefer Omore local brand. these consumers believe in promoting the Omore
local market and products. patriotism for the country is also a factor that leads to the consumers
preferring Omore local brand. some consumers on the other hand buy both Omore local as well
as Wall’s foreign brand. such consumers have more technical knowledge regarding products and
are mostly price conscious. they make comparisons among different alternatives before buying a
product.
so, in the light of the above discussion, the outcome of hypotheses test has come out to be;
“reject h0 in favor of h1”, as it has been proved through the data analysis that consumers prefer
Wall’s ice cream (foreign brand) over Omore ice cream (local brand) due to various factors.
11.1 conclusion
After studying the consumer buying behavior patterns regarding fmcg’s in Faisalabad and
identifying the key factors influencing their purchase decision of Omore ice cream (local brand)
or Wall’s ice cream (foreign brand), it has been concluded that in all age groups, consumers
purchase Wall’s ice cream (foreign brand) and give preference to them. students use their
monthly allowance on Wall’s ice cream (foreign brand) if their pocket permits them to do so. the
results also indicate that as the age group increases the purchase of Wall’s ice cream (foreign
brand) decreases. this may be due to the fact that the younger generation has more exposure to
Wall’s ice cream (foreign brand) through cable television and the internet and further are more
influenced by advertising campaigns. the older generation consumers i.e. 41-50 years are more
inclined towards Omore ice cream (local brand ) may be due to patriotism. it can also be said
that the income level of the consumers does not affect the ability of consumers to purchase

Wall’s ice cream (foreign brand) as consumers belonging to all income groups have been
observed to purchase Wall’s ice cream (foreign brand). moreover, females are found to be more
anxious about their status and fashion, thus the degree of preference of Wall’s ice cream
(foreign brand) in females is more than in males.
it can be concluded that today’s consumer is quality and price conscious and wants value for
money. consumers are willing to pay extra for a brand that they perceive will give them
satisfaction in terms of quality and performance. if they can get a product of the same quality for
a lower price then they will go for that one rather than an expensive one. consumers do regard
Omore ice cream (local brand ) to be of good quality and use them but at the end of the day
when they are given a choice they go for a foreign brand Wall’s ice cream. the reason for this
being that international brands have guaranteed quality, they are more reliable performance wise
and they have a better finish and physical appearance. hence, the country of origin of a brand
plays a role in the consumer’s decision making process of products. Wall’s ice cream (foreign
brand) represents higher quality than a Omore ice cream (local brand ). furthermore, the results
show that consumers are not very brand loyal. very few consumers are loyal to the brands they
use. whichever brand gives them greater satisfaction at an affordable price is the brand they go
for. thus, brand loyalty does not play a role in consumer’s choice of a Wall’s ice cream (foreign
brand) or Omore ice cream (local brand ).
Wall’s ice cream (foreign brand) has always had the impression of being the best available brand
as it is sold at a premium price. use of such high quality products is a sign of prestige and social
status. consumers are conscious of their social appearance and need to be seen using the “right”
brand so at times the use of a Wall’s ice cream (foreign brand) is a necessity to be accepted and
be part of a social group. therefore, consumers use Wall’s ice cream (foreign brand) so that they
can fit into the desired social group. also, the type of brand a person uses is an external source of
showing person’s wealth which is a factor that determines one’s social ranking.
on the other hand there is a segment of society that prefers to Omore ice cream (local brand )..
some of these consumers only use or mostly use Omore ice cream (local brand ). they want to
preserve and carry forward the traditions and customs of their families and have a strong sense of
patriotism.　
Referencees:-
kotler, p. & armstrong, g (2001). principles of marketing (9th ed.). prentice hall.
http://www.asiamarketresearch.com/glossary/brand-personality.htm
www.consumerbehavior.net/glossary.htmwww.onlypashaz.com/glossary.htm
-www.marketingteacher.com
www.yahoo.com
www.google.com

Appendix
Complete List of Unilever Brands in Pakistan
1. HOME & PERSONAL CARE:

Personal Wash (PW)
Toilet Soaps Lifebuoy
Lifebuoy Gold (2 variants)
Lux (in 5 variants)
Rexona (in 3 variants)
Breeze
Sunlight Bar
Laundry Care: Surf Excel
Sunlight washing powder
Sunlight bar
Wheel washing powder
: House Hold Caring Vim dish wash bar

Vim scourers
Magic bar
Personal products:

Hair Care Sunsilk Shampoo (in 4 variants)
Lifebuoy Shampoo
Skin care Fair & Lovely skin cream

Ponds
Dental care Close up toothpaste (3 variants)
Pepsodent
2. SPREAD & COOKING PRODUCTS CATEGORY

Cooking products:
New Dalda
Dalda Cooking Oil
Dalda Sunflower Oil
Planta Cooking Oil
Crisp ‘N’ Dry
Dalda Lajawab
Spreads:
Blue Band
3. BEVERAGES
Lipton Brands Brooke Bond Brands
Leaf Teas Supreme
Yellow Label Red Label-Danedar
Yellow Label-Danedar BB Tips
Richbru A-1
Top Star

Taaza Leaf Tiger
Laojee
4. ICE CREAM
WALL’S POLKA
Cornetto (3 variants) Pop Cone
Feast (3 variants) Choc Bar
Top Ten Ice Cream Stick
Star Cup (4 variants) Panda (2 variants)
Callipo Jetspot Orange
Big Split King Kulfa/Big Slice
Big Fruiti King Kulfa Cups
Max Rambo Half Litre(variants)
Max Kulfi Litre Pack(variants)
Blue Berry 10 Litre Pack( variants)

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“Consumer preference of International brand Wall’s Ice-cream over local brand Omore Ice-cream”

Sir Yawar Abbas

DEPARTMENT OF BUSINESS MANAGEMENT SCIENCES

MUHAMMAD SHAHNAWAZ Page 1

Dedicated to our beloved parents, & Teachers,

Who always prays for us,

at every step in this project

as well as every step that we have taken,

In the name of ALLAH Almighty, the most gracious and merciful,

I am indebted to many people for the successful completion of

I would not forget to thank to my project supervisor,

Sir Yawar Abbas (Chairman Marketing) for his generous support.

At the end, I am thankful to all my friends and my family who

MUHAMMAD SHAHNAWAZ Page 3

Consumers are seen to give preference to Wall’s-ice cream

INTRODUCTION TO THE PROBL...............................................................................06

1.2 Purpose of study............................................................................................................07

1.3 Research Objectives …………………………………………..….……..……....… ..07

1.4 Scope of the study.......................................................................................................08

2.2 Brand........................................................................................................................... .10

2.3 Consumer behavior………............................................................................................10

2.4 Brand image....................................................................................................................10

2.5 Brand loyalty................................................................................................................11

2.6 Influence of brand loyalty on consumer behavior........................................................11

2.7 Global brands................................................................................................................11

2.8 International brands.....................................................................................................13

2.9 Factors considered by consumers while selecting brands….…………………………13

MUHAMMAD SHAHNAWAZ Page 5

4.2 Research questions......................................................................................................17

6.1 DATA COLLECTION TECHNIQUES………..............…………...…..……..…18

6.2 Research design and methodology………………..…..….……….…………………..19

6.2.3 Instruments and measures………………………………………………………….19

6.2.5 Questionnaire analysis………..…………………………………………………….20

7.1 RESERCH ANALYSIS …………….……………………………………………..20

Between wall’s (international brand) and Omore (National brand)

7.3 Data Enterru through spss soft ware………………………………………………..23

8.1 Chi-Square Goodness-of-Fit Test………………………………………...............36

9.1 Section 4. Conclusions

MUHAMMAD SHAHNAWAZ Page 6

7.6 Frequency Male/Female FAV brand ICE- Cross tabulation

7.7 Over all Monthaly expence on ice-cream

7.8 Distributions of High and Low user

7.9 Current position of both companies brand?

7.10 : results of whether consumers buy Wall’s-ice cream (international brand)

7.11: results of the consumer Wall’s-ice cream (international brand) loyalty.

MUHAMMAD SHAHNAWAZ Page 7

History and Introduction

MUHAMMAD SHAHNAWAZ Page 8

Introduction - Unilever Pakistan

List of Unilever Brands in Pakistan

MUHAMMAD SHAHNAWAZ Page 10

2. SPREAD & COOKING PRODUCTS CATEGORY

Feast (3 variants) Choc Bar

Top Ten Ice Cream Stick

Star Cup (4 variants) Panda (2 variants)

Callipo Jetspot Orange

Big Split King Kulfa/Big Slice

Big Fruiti King Kulfa Cups

Max Rambo Half Litre(variants)

Max Kulfi Litre Pack(variants)

Blue Berry 10 Litre Pack( variants)

MUHAMMAD SHAHNAWAZ Page 11

MUHAMMAD SHAHNAWAZ Page 12

4.2 　Research questions