Conclusion

In conclusions, Baskin Robbins is doing well with excellent quality offerings. It is categorized under monopolistic competition. For a better improvement, Baskin Robbins has to create more touch-points for the prospective customers to interact with the brand. The brand can position itself as a premium alternative to other mass market brands like Haagen Dzas, Gelato Giulina, Ben and Jerry’s etc. Also more visibility can be created by maintaining ice cream parlours with excellence ambience that would generate word-of-mouth, the most powerful form of positioning the brand. Overall the consumer have a good satisfaction towards Baskin Robbins ice cream. 

Based on our research, we were able to illustrates the number of times and the frequency of purchasing ice cream by consumers. Majority are depending on their moods which may be affected by many factors such as how they are feeling, the weather, etc. Next, the main factor that affects demand of ice cream purchase is the consumers’ taste and preferences, price and the brand of the ice cream. If a specific kind of ice cream meets the requirement and wants go the consumers, then they will tend to purchase more and the quantity demanded will increase. While for consumer who tend to have higher incomes, they are less price sensitive which it is inelastic demand and vice versa. Subsequently, place also one of the factors that affect demand, the more the availability of stores, the price of the products gets cheaper and the demand increases. Based on survey recipients, we have generated and concluded that most consumer that is 20 out of 50 people think that Baskin Robbins ice cream is much better compared to lower ice cream as they look into these few factors including the how these ice creams are made, its quality, and the brand.

Every consumers has a different perceptions and interpretations of every questions that we distribute in a survey form.