Executive Summery

This is a perceptual analysis of various stimuli of Igloo Ice-Cream and its marketing strategy.
This task was given as a term paper to be submitted under the course “Consumer Behavior”
(MKT-410) which is a prerequisite to achieve the BBA degree (major in marketing) from East
West University.

In this modern era everything has been very much competitive, so as marketing. After the
booming of the globalization, marketers’ task has been very difficult due to excessive
competition and the consciousness of the customers. Every organization wants to get competitive
advantage by offering the customers something new and something extra. But, before doing
these marketers have to read the customers’ mind which is a very much difficult staff. Because,
customers behave differently. So, here in this course we are being taught how to read the
different behaviors of different customers and what strategy we should take in accordance with
those behaviors. To implement our theoretical lesson practically, our honorable course instructor
Ms. Husna Ara had given us the opportunity to assess the consumer behavior towards different
marketing stimuli. To do this we selected four different stimuli of Igloo Ice-cream that includes
TV commercial, Banner ad, and Website and Facebook page. Our main focus was to know what
elements of those stimuli grabbed the attention of the customers, what the customers think about
Igloo Ice-cream after watching these stimuli and what elements should have been included in
those stimuli. We prepared a questionnaire on the basis of these three issues. Then, we conducted
a survey using this questionnaire, where 20 students of different departments of East West
university participated.

In the first part of the term paper we tried to give an overview about our methodology, objective,
scope, limitations etc. we faced during doing this term paper. Along with these, we have given a
brief overview of the background of Igloo Ice-cream and different characteristics of the stimuli
(individual, situational and stimulus characteristics). In the body, we tried to give a profile which
includes the demographic factors of the target market and tried to analyze their perceptions
towards the four different stimuli. Finally, in the last part we concluded the term paper with some
recommendations provided by the customers.

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From this survey, we have found that customers have different perception about different stimuli.
In billboard, most of the person likes the big bucket in the billboard especially some elements
like ice-cream layer, cherry, chocolate, chocolate color, theme. Whereas most of the person
found website is meaningful with lots of information. The font of company name and ice cream
picture seemed most attractive. Again, they found the face book page of igloo ice-cream very
decorated and active. But, most of the customers found the TV commercial irrelevant and funny.

Doing the term paper we observed that Igloo Ice-cream’s different stimuli were not properly
made. Students gave a lot of suggestions about the advertisement. According to them, the ice
cream, its taste, flavor, elements etc. should be given more focus than the fun elements. Most of
the students recommended the same thing. And there were also suggestion for changing the
model and his dialogue and the song. There were lots of lacking in the stimuli. The stimuli have
not properly maintained all characteristic which helps to attract customer attention. Most of the
characteristics of different stimuli were not present. Igloo’s TVC does not have attractive visual,
intensity, position and therefore consumer did not like igloo’s TVC.

To conclude, it is clear that marketing stimuli are observed by the customers very carefully. So,
marketers need to add all the attractive elements to the marketing stimuli so that they can grab
the attention of the target customers.

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1.0: INTRODUCTION: WHATS & WHYS OF THE REPORT

1.1Origin

East West University emphasizes on a meaningful blend of eastern and western thoughts and
innovations. To do so, this reputed university provides undergraduate degree in different major
subjects like Marketing, HRM Economics and so on. “Consumer Behavior” is one of the major
courses for a student doing major in marketing. Marketing is all about consumer psychology and
from this course we can understand the nature of consumers.

To practically experience the implementation of all of those issues we have learned from this
particular course of Ms. Husna Ara, our respected course instructor of “Consumer Behavior
(MKT 410)” has given us this assignment on Consumer Behavior of Igloo a popular brand of
ice-cream.

This report is to be submitted on 2nd August, 2015

1.2 Objective

The objective of this report is to understand the psychology of different consumer about the
different stimuli of advertisement of products. There are different types of people and their
perceptions are different. This report will help us to know behavior of consumer after watching
different marketing or advertisement tools.

1.2.1 Broad Objective:

To understand the consumer reaction for Igloo ice creams advertisement, and know about their
perception about Ice cream brand called Igloo.

1.2.2 Specific Objectives:

 What consumer thinks about Igloo.

 How they perceive different stimuli of Igloo advertisement.

 Is there any suggestion about the advertisement’s stimulus.

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1.3Scope

This report is prepared according to customer perception. We talked about the customer’s
thinking about the different stimuli of the Igloo’s advertisement. As it is a report on consumer
behavior of Igloo so we have needed information from the consumers. So we conduct a survey of
student group and tried to know or understand their psychology about the stimuli of the Igloo’s
marketing tools. And succeed to know about their thinking.

1.4Limitation

We tried to make an authentic term paper. But still this term paper is not free from limitations.
The main limitations are as follows:

 There is only one target group that is students, and it is difficult to judge whole customer
depend on this group.

 Most of the people were not ready to give us their opinion.

 And it is raining since few days and it is difficult to conduct a survey in rainy day.

1.5 Methodology

The data we have presented in the term paper collected from consumer but different stimuli that
we provide them to comment on it, we collect those from internet.

1.5.1 Primary Data Collection

 Market survey & Interview with Course Instructor

 Group discussion
 Interviewing Consumers.

1.5.2Secondary Data Collection

 Internet
 Book: Consumer Behavior.

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2. Background: Igloo
Abdul Monem Ltd. (AML) is the owner of Bangladesh’s famous and well known ice cream
brand “IGLOO”. AML is the only official bottler of Coca Cola, Sprite, Fanta Orange and Fanta
Lemon in Bangladesh authorized by the Coca Cola International headquarter located in Atlanta,
USA. Through three bottling plants located in Dhaka, Comilla and Chittagong and with a
devoted distribution channel spread all around the country, AML has well established its strong
and dominant presence in beverage industry of Bangladesh.

AML started its operation back in 1956 as a construction firm and was engaged in major
government construction work. Within a few decades, the organization diversified its operation
in other industries, especially in food and beverage industry. AML started its Ice Cream Plant in
Chittagong in 1964 with a brand name IGLOO followed by the bottling license and
distributorship of Coca Cola in 1982. In 1991 the Company was awarded with the President’s
Turtle Award by the President of The Coca-Cola Company for recognition of its contribution for
positioning the brand. This is the most prestigious reward to the Bottlers from The Coca-Cola
Company (TCCC).

2.1Vision:

Abdul Monem Ltd aims at providing the society with significant assistance in achieving the
maximum potentiality.

The vision statement of AML is focused and obtainable. The vision guides its personnel to a
definite direction and provides an idea about its utilization of its potentials.

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2.2Mission
Provide value added products and services by creating a successful partnership among the
people, technology and practices.

The mission of Abdul Monem Ltd is to build business ventures committed to achieving the
highest quality product and serve the betterment of society.

2.3Goal
Short Term Goals: AML aims to be one of the top market leaders, if not the supreme, while
maintaining its profit and goodwill assuring maximum benefit to its clients and employees. To
achieve the company’s short term goals, the senior executives exhibit behavior based on the
principles of leadership and teamwork in general and situational leadership model in particular.

Long Term Goals: Guided by the vision, AML believes in ensuring long term existence by
being profitable, successful and sustainable. This is achieved by the company’s commitments in
providing value-adding products and services demonstrate the company’s commitment to use
resources optimally.

2.4Igloo Ice-cream Unit:

Since its beginning in 1964, Igloo is the synonym for quality ice cream for all people of this
country. With over 100 customer preferred flavors, forms and shapes Igloo is the leader in
providing superior, unmatched taste and mouth feel.

The slogan of Igloo Ice-cream ‘a World of Great Taste’ relates to the delightful experience
consumers have with the rich, best tasting and ever popular Igloo Ice cream. It also reflects the
creative innovations, endless varieties, outstanding products, state-of-the-art technology
application (including extrusion the only ice cream maker of Bangladesh to have installed so)
and availability through nationwide distribution making Igloo the most preferred ice cream brand
of the country.

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Mouthwatering ice-cream of all shapes and size with exotic flavors and colors at a very attractive
price

the largest brand in ice-cream industry with more than 12.48 million liters of capacity is offering
to sell supreme quality extruded ice-cream made from imported danish ingredients of all size,
flavor and color. The mouthwatering taste and flavor is the secret of our success. We provide ice-
cream in family packs and in sticks and cones. The variety in coating and inclusion ranges from
thick Belgian chocolate to real chunks exotic of fruits. All the ingredients are imported from
Denmark and Italy to produce the best quality. We are a certified company with dairy
experts and consultants from Australia and Denmark. Our product development consultant is
Danish inc. a subsidiary of tetra pack. Inc

3. Four stimuli of Igloo Ice-cream:

For the analysis we have chosen four stimuli of Igloo Ice-cream.

1. TV Commercial
2. Face Book Page

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3. Website

4. Banner

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4. Analysis of different characteristics of the stimuli:

4.1Attention: Attention occurs when the stimulus activates one or more sensory receptor

nerves, and the resulting sensation go to the brain for processing. Consumer attention is selective
because of need and interest of the customer. Attention is determined by three factors like:

4.1.1Stimulus Factors:

Stimulus factors are physical characteristics of the stimulus itself. The characteristics are
controlled by marketer. Stimuli characteristics are like size, intensity, color, position etc. So we
are discussing the characteristics of different stimuli of Igloo Ice-cream.

Size: Size of the Igloo’s banner is big. For larger banner people can easily give attention to see
the banner elements. Igloo also gives frequently TVC on television which is called insertion
frequency. Igloo uses insertion frequency in occasional programmes.

Color: color serves to attract attention. Banner of Igloo Ice-cream is colorful. One of the
delicious items is Ice-cream. When the banner is exposed, it should be like deep color so the
viewer gives attention. The Igloo’s TVC is deep color like chocolate.

Isolation: Isolation is separating a stimulus object from other object. Igloo banner is too much
hazy. In the billboard, the used of elements is too much so customers can not separate the main
information.

Formatting: Format refers to the manner in which the message is presented. The format of
igloo’s TVC is simple and straightforward. It gives people clear visual information.

Contrast and Expectation: The billboard color is not contrast with background. So the
customer expectation is low seeing same elements

Information Quality: The giving information about a product though different stimuli should be
simple so customer makes decision easily. Igloo Ice-cream TVC or Billboard or banner any
stimulus information quality is simple.

4.1.2Individual Factors: Consumer’s attention is generally affected by their motivation and

their motivation is created by their individual needs and interests. As ice-cream is not required as

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need of a consumer, always use as an output of his/her interest only, so Igloo also use their
strategies to grab the attention of their consumer according to their interest.

4.1.3Situational Factors: To grab the attention of consumers’ marketers may use clutter and
program involvement as the situational factors.

Clutter: Igloo also uses both of these factors. Igloo uses their attractive billboards always beside
the busy road in hot sunny day of summer so that people can feel the flavor of ice world by
giving an attention to that billboard. Igloo uses their promotional tools repeatedly in summer,
because people have less interest on ice-cream during other seasons than summer.

Program Involvement: Igloo also maintains their Involvement with the program during their
TVCs. They choose most of the time some interesting programs such as games, cartoons, any
food related programs, and musical shows etc to telecast their TVC advertisements. But igloo
always gives more focus on their Ad qualities to deliver the product messages properly to their
customers by grabbing their attention with colorful instruments.

4.2Interpretation: Interpretation is the assignment of the meaning to sensations.

Interpretation is related to how we comprehend and make sense of incoming information based
on characteristics of the stimulus, the individual and the situations. In a simple meaning we can
say that after watching a stimulus what we interpret or perceive about the brand or product is
interpretation. Interpretation varies in two ways-one is cognitive interpretation which is a
process whereby stimuli are placed into existing categories of meaning. Another is affective
interpretation which is the emotional or feeling response triggered by a stimulus such as ad.
Emotional responses can be ranged from positive to neutral to negative. For example, if an ice
cream company telecast a commercial showing a discount in the price of the ice cream in winter
season. It can be interpreted by the viewers as seasonal impact behind the price cutting or it can
be perceived as low quality of the ice cream. Here, first one is the cognitive interpretation and
the second one is affective interpretation. People can interpret a stimulus by three broad
characteristics –individual, situational and stimulus.

Interpretation is divided into three major categories- individual, situational and stimulus
characteristics. On the basis of these three major characteristics, an individual interpret a product
or brand. These three characteristics are explained more precisely below:

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4.2.1Individual characteristics- individual characteristics consist of three more element- traits,
knowledge and learning and expectation.

Trait- inherent physiological and psychological trait that drive our needs and desires, influence
how a stimulus is interpreted. For example, an ice cream is a psychological need; this cannot be a
physiological need. The desire of eating an ice cream comes from one's interest and liking of ice
cream. This is not something like that without eating an ice cream one cannot survive. So, while
interpreting an stimulus of a ice cream brand, an individual relates it with his/her psychological
traits. If he likes ice cream he would be more interested to know further information about that
particular ice cream and will give a positive impression on it. On the other hand, if he does not
have any interest or does not like ice cream, he will not go for further information about that ice
cream. He will try to avoid that stimulus.

Knowledge and learning- Consumers learn marketer-created stimuli like brands and promotions
through their experience. The experience and knowledge affects interpretations. For example, an
individual who does not like ice cream, being motivated or interested by seeing a stimulus of an
ice cream brand, tested an ice cream and found it very tasty. Thus, he became a fond of ice
cream and regularly purchases ice cream to eat. Here, the individual was not a big fan of ice
cream but after learning the taste of ice cream he became a fond of it. Now, when he/she will see
stimuli of a ice cream brand (igloo), he/she will give attention to that stimuli and will take it
positively.

Expectation- individuals' interpretations of stimuli tend to be consistant with their expectations.

If the stimuli differ from their expectation, it will also affect their impression. For example, Igloo
ice cream has different flavor of their ice cream. Now, if they add a vanilla flavor to a new item,
everyone will expect it should be of pink or similar color. But, if it is of white or milky color, it
won't meet the customer’s expectation and customers will create a negative impression about it.
Thus, expectation affects interpretation.

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4.2.2Situational characteristics- A variety of situational characteristics have an impact on
interpretation, including temporary characteristics of the individual, such as time pressure and
mood, and the physical characteristics of the situation, such as the number and characteristics of
other individuals present and the nature of material surrounding the message in question. For
example, although a person likes ice cream very much but due to some reasons his mood is very
much bad. In that situation, if he witnesses a stimulus of igloo ice cream in spite of being fond of
ice cream he will give less attention to that stimulus. This happened due to his bad mood.
Another example may be like igloo prepared a stimulus which is for winter season. The situation
is like people who are fond of ice cream also try to avoid ice cream in winter season. In that
situation, people will try to avoid that stimulus too. So, it is also true that situational
characteristics affect consumer's interpretation.

4.2.3Stimulus Characteristics: Basic entity of the stimulus is that How a company

advertisement their products. Packages their products and display their products in a store house
for easily purchase consumer.

Traits: The basic elements traits of the stimulus such as size, Shape, color, high price and
quality which affect the interpretation of a consumer. In Igloo ice cream have lots of color shape
and size which is affects consumer perception like size Stick-Regular, Stick-Premium, Cup
Range, Cone Range, ½ Liter Family Pack, 1 Liter Family Pack, 2 Liter Family pack, 5 Liter Pack
(Bulk) Igloo have variety color white, Chocolate, blue, orange, Ripple with different flavor like
Lolly-orange/lemon, Dudh Malai, Vanilla, Chocolate, Strawberry, Mango, Pista Kulfi, Firni and
Nawabi Mithai. The price of Igloo ice cream higher and quality is better compare to other ice
cream brands.

Organization: Physical arrangement of an organization which affect the consumer

interpretation. Abdul Monem Limited is one of the leading diversified business conglomerates of
Bangladesh which is established in 1956. They have many separates sector like Igloo ice cream,
Igloo milk and dairy products, makers of food items and snacks, manufacturing pharmaceuticals,
maker of auto bricks, bitumen and selected construction materials, providing financial services,
outsourcing of IT services, energy providers also bottler of Coca Cola.

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The principles of Igloo Ice Cream

Proximity: Proximity refers to the fact that stimuli positioned close together are
perceived as belonging to the same category.

The name of Igloo letter, word font can easily focus consumer which is create a position within
Ice cream consumer.

Ambush marketing: Igloo ice cream doing ambush marketing in different way like they
have stole beside a concert or a Festival where they sell their ice cream although Igloo
not a sponsor or partner of this programs. In a “Baishakhi Mela” where Igloo offer
different discount for buy their ice cream but they are not associate partner “Baishakhi
Mela”.

Closure: Company tries to greater involvement their consumer in products so they try to
create attractiveness for their brand. But Igloo ice cream doesn’t follow this kind of
exposure.
Figure-ground: Igloo ice cream always does figure-ground their key points which is
very relevant their products. They highlight important messages like test, health
conscious, date, price of the product.

4.2.4Changes: Igloo ice cream always creates some different their advertisement. Their past
advertisement message different their present advertisement and it will be different upcoming
advertisement.

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5. Analysis of Consumer Behavior:
5.1Profile of the Target Customer: we observed that Igloo’s target customers are young who
belong to 16 years to 30 years. We took information from 20 students. They were between
the age 16 to 30 years and from different department. We took interview from both male and
female. They had different opinion about the stimuli. We wanted to know the basic idea from
different individual that when he or she sees any TVC/ Banner/ Facebook page/ Website how
the person perceives the stimuli and according his or her perception how effects his or her
decision making process. We have taken opinion from five individuals for one stimulus. We
have asked 3 questions is given below and tried to give summary on their opinion
1. Which element from this TVC did attract your attention?
2. What did you perceive about igloo ice cream after watching this advertisement?
3. Do you have any suggestion/recommendation about this advertisement?

5.2Consumer Perception toward the Stimuli: We have taken four different stimuli. According
to the survey’s result we analyzed the stimuli is given below:
Television Commercial: Tele vision commercial or ad is one of vastly used promotional
tools for any kind of product. In 21st century, most of the people are using a television
for their recreational purpose. And, with the blesding of settelite cable, it is also possible
to watch many TV channels in the television. Because of industrialization and the
consciousness of the customers, marketers need to let the customers know about their
new products, quality, features, design, benefit and price etc. Therefore, in each and
every channel many commercial are shown to make the customers aware of the many
aspects of the products. Igloo is not different from them. One year ago igloo made a tv
commercial on its new ice cream namely single sunday. In that commercial, it was shown
that a young man, who doesn't believe in love, falls in love after tasting an igloo ice
cream. The massage content was that eating a 'single sunday ice cream' changes the belief
and feelings. The tag line associated with that tvc was 'Bodle dey, Palte dey'. So, as a
student of consumer behavior, we conducted a survey on 20 students of East West
University to know their response about that TV commercial.

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 On the basis of this 3 question we conducted that survey.

In the response of the first question, students had different answers. Some was attracted by the
size of the stimulus and some was attracted by the color of the ice cream. Some was attracted by
the ice cream shown in that ad. They, think that the ice cream looks very yummy and the
design and color of the ice cream is attractive. Some got attraction from the model of that ad,
they think that the model didn't suite with that ad. Whereas some got attraction from the
chocolaty layer on the ice cream. But, most of the students found that advertisement very funny.
According to them, the most attractive element of that ad was the dialogue delivered by the
model and the song played at the end of the commercial. However, some students could catch the
message intended to provide. One student namely Mahfuzur Rahman from BBA department told
that 'an individual falls in love by eating an igloo ice cream who had no interest in love before'
was the attractive thing in the advertisement. Another student from the same department named
Ashiqur Rahman mentioned that 'the instant change in the man's behavior upon eating igloo ice
cream' attracted his attention. From the survey, it was found that from the 10 stimulus

characteristics， five characteristics recognized by the participants. These are size, attractive

visual (model), color (chocolate), format (simple advertisement) and interestingness i.e. funny
dialogue and song.

In response of the second question, most of the students held negative impression on igloo ice
cream. They think that igloo can make a better commercial than this. They thought that the story,
dialogue, song etc. were not relevant to the ice cream. They think this advertisement was full of
fun elements which grabbed the attention and the ice cream was not in focus more. But, some
students perceived that this ice cream would be very tasty and some perceived that the price of
this single sunday ice cream will be little higher. However, few students could catch the real
message of this commercial. A student from BBA department mentioned that 'the taste of igloo
ice cream can change the feelings of a person'.

Bill Board: Most of the person likes the big bucket in the billboard especially some
elements like ice-cream layer, cherry, chocolate portion, chocolate color, theme. All

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 individual likes the billboard because the big bucket is in the middle point of the
billboard and the chocolate color is very attractive. Some person said that when they
saw the billboard they would like to taste it once without price concern.
Website: Most of the person said the website is meaningful with lots of information.
The font of company name and ice cream picture is most attractive. Some elements
which is people focus most like ice cream picture, company parent logo, word font
and business strategy. Some people said website is the main official page for a
company which is most relevant with products. Some said the information is well
decorated with meaningful picture. Few people said font is appropriate for website
and color is meaningful.

Facebook: They should share more pictures of different flavors of ice-cream in their
facebook page. They can use a feedback form so that consumer can share their
opinion about their taste through this form. Or they may use celebrities as their
product promotion on their facebook pages.

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 6. Recommendation

Doing the term paper we observed that Igloo Ice-cream’s different stimuli are not properly made.
There is lots of lacking of creating the stimuli. The stimuli have not properly maintained all
characteristic which helps to attract customer attention. The characteristics of different stimuli’s
are not followed. Igloo’s TVC does not have attractive visual, intensity, position that is way
consumer does not like igloo’s TVC. Students gave a lot of suggestions about the advertisement.
According to them, the ice cream, its taste, flavor, elements etc. should be given more focus than
the fun elements. Most of the students recommended the same thing. And there were also
suggestion for changing the model and his dialogue and the song. One student from BBA
department said that ' The song selection and the man's dialog could have been better. More
focus should have been put on the ice cream'.

Some person said that the banner looks so hazy. If the buildings were not given the banner
would look simple and batter. Another said that the price and Igloo’s logo should be in middle of
the bucket so people can see easily.

Some people recommend the Igloo is given in large extend the Ice cream picture give with size
and price. Some people said the font is not appropriate for website and it does not contain
enough products information. Most of the people suggested attaching an image of a celebrity
with Igloo ice cream and making it more colorful in the website.

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 7. Conclusion

In conclusion, we can say that doing this term paper has been a great learning experience for all
of us. We could apply our theoretical learning in practical life. We defined different
characteristics of the stimuli and tried to relate those with the survey result. We have tried our
best to make this term paper more precise and descriptive with our limited knowledge. After
doing this survey we have reached the decision that consumers are not the passive receiver of the
message. They actively collect the information and carefully process those. Every participant of
the survey was very much conscious and active while answering the questions. They had
different opinion regarding the four types of stimuli of igloo ice cream. They gave more positive
response about the banner ad of igloo ice cream than all other stimuli. On the other hand, they
showed very much negative impression about igloo’s TV commercial. And they gave some
useful suggestion about all of the stimuli. They recommended to put more focus on the ice cream
in their TV commercial and suggested to put the price on the bucket of ice cream in the banner.
They also recommended adding some more pictorial image including the image of a celebrity in
their web page. So, these are complements and suggestions the customers provided regarding the
four stimuli of Igloo ice cream. We hope marketers will conduct these types of surveys before
launching any marketing tool and will value the customers’ ideas.

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 8 Bibliography

http://www.amlbd.com/ice-cream-unit/igloo/
http://www.amlbd.com/ice-cream-unit/
http://www.21food.com/products/igloo-ice-cream-314732.html
Book: Consumer Behavior

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 Appendix

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