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Ice Cream Consumption in a Selected Area of Bangladesh: Effect of Demographic, Psychometric and Product Factors

Aysha Begum
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh 2202, Bangladesh

M. Salauddin Palash
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh 2202, Bangladesh

Md. Akhtarul Alam
Department of Agricultural Statistics, Bangladesh Agricultural University, Mymensingh 2202, Bangladesh

Maimuna Begum
Department of Agricultural Marketing and Business Management, Sylhet Agricultural University, Sylhet 3100, Bangladesh

Abstract/ Executive Summary:

Ice cream is an emerging sector in today’s business world. This paper aims to explore the most significant demographic, psychometric and product factors and their strength of relationship with households’ ice cream consumption. Based on a field survey of 120 consumers, descriptive statistics and regression analysis were performed to achieve the desired goals. This study revealed four demographic factors, four product features and two psychometric factors that were the most influential to ice cream consumption. Consumers’ gender, family type, monthly food expenditure and food buying decision maker were found to be influential factors of purchasing ice cream. Female consumers were more likely to consume more ice cream than their male counterparts. Similarly, the female decision maker was likely to purchase more ice cream than the male decision maker. The most influential psychometric motive of ice cream consumption was consuming a tasty dessert and not delivering calories. In addition, ice cream price, brand loyalty, packaging attractiveness and taste were the substantial product factors behind consumption. This work adds value to the literature by expanding our knowledge on consumers’ ice cream consumption and it also provides important product feature related information for the marketers that drive consumer ice cream preference.

Keywords: Ice cream, Consumer, Demographic, Psychometric, Bangladesh

Location: Sadar upazila of Mymensingh district, Bangladesh

Start Date:

End Date:

Program Area: Socio-economic and Policy

Commodity: Livelihood

Objectives:

To investigate the key factors which consumers considered most while choosing an ice cream.

Methodology:

Sample selection and statistical analysis: This study is based on a quantitative survey of 120 (Male = 60, Female = 60) ice cream consumers as well as their household information. The equal number (20 samples) of male and female respondents was selected from three distinct age groups such as child group (below 18 years), youth group (19-40 years) and adult group (above 40 years) arbitrarily. Sample consumers were selected from Sadar upazila of Mymensingh district considering their age and gender, because age and gender were used as two explanatory variables in the regression model.
A linear regression model was applied by using SPSS 25 to demonstrate the effect of eight demographic factors; consumer’s age, gender of the consumer, education level of the consumer, family type, total family member, education of the household’s head, monthly family food expenditure, and food buying decision maker. The simple linear regression model is; Y = a + b₁x₁ + b₂x₂ + b₃x₃ + b₄x₄ +b₅x₅ + b₆x₆ + b₇x₇ + b₈x₈ + u_i.where, Y = Ice cream consumption (L/household/day); a = Intercept;

b₁, b₂, b₃, b₄, d₅, d₆, d₇, d₈ = Coefficients; 1_x = = Consumers’ age (years), 2_x = Gender of the consumer (male = 1, female = 0); 3_x = Education level of the consumer (years); 4_x = Family type (nucleus = 1, extended = 2); 5_x = Total family member (nos.); 6_x = Education of the household’s head (years); 7_x = Monthly family food expenditure (BDT); 8_x = Food buying decision maker (male = 0, female = 1, both = 2); and u_i = Error term. Two psychometric factors such as ‘frequency of buying’ and ‘motive of consumption’ were identified by using a structured questionnaire. The significant effect of these two factors was analyzed by using a frequency distribution table. Four product features, namely ice cream price, brand loyalty, packaging attractiveness and taste were analyzed through frequency distribution. In order to understand the perception of consumer for different statement about ice cream a 5-point likert (Itemized rating) scale was used. A Likert scale is a psychometric scale commonly involved in consumer research that uses questionnaires (Jhansi, 2015). It is one of the most fundamental and frequently used psychometric tools in educational and social science research (Joshi et al., 2015). The scale is named after its inventor, psychologist Rensis Likert (Likert, 1932).

Source of Information: J Bangladesh Agril Univ 18(1): 165–171, 2020

Article Link (Online Journal): https://doi.org/10.5455/JBAU.94757

Funding Source:

Total Budget (Tk.) :

Achievement/Findings:

This paper considered some demographic, psychometric and product factors and their strength of relationship with households’ ice cream consumption. Special emphasize was given on demographic factors to evaluate the ice cream consumption behavior of the consumer, either positive or negative. Among eight demographic factors, four factors viz., consumers gender, family type, monthly family food expenditure and food buying decision maker showed the most significant influence upon households per day ice cream consumption. In case of female either as a consumer or as a household decision maker, consume more ice cream than their male counterpart. The most influential psychometric motive of ice cream consumption was consuming a tasty dessert and not delivering calories. Perception about current market price of ice cream was mixed; dependent consumers especially children had no headache about the price while independent income earning consumers reported strong dissatisfaction towards current market price of ice cream thereby, they demand for lowering the price. This research adds some insights of consuming ice cream in Bangladesh which provides important product related features to the ice cream producers.

Knowledge Management: Journal