CHAPTER 1

INTRODUCTION

1. INTRODUCTION
In todays Scenario it is necessary for each company to update themselves in order to
compete the existing competition and to do so they must be aware of the current situation of
the market. The Ice Creams and Mastanis are regarded as seasonal products with the demand
pealing during the summer months. However Sujata Mastanis Traditional and innovative
ideas to create Mastanis are surging its winter sales and increasing its market potential by
targeting more local consumers. Sujata Matsni has evolved in the market since a long period
of time.
The Ice Cream industry is a growing food category in Pune City. In recent years Sujata
Mastnis market potential and consumption of Mastanis has increased. Market Potential,
Product awareness, product quality and quantity, consumer tastes and preferences in Pune
city is largely affecting Sujata Mastanis overall growth in Pune.

1.1 About the Study:

The project was carried out at Sujata Mastani in Pune City. To study the Market potential
Sujata Mastani limited, To access the consumer preference in buying Sujata Mastani Ice
Creams and Mastani Milkshakes.To know the strength of the business in Pune. The scope of
this study is limited to the local area of Pune City and its suburbs. Discussion with
individuals through interviews and questionnaires for Primary source: direct interviews with
the people regarding their views and opinions on Sujata Mastani products. Secondary source:
Data from websites, magazines and recognized books.
Most of the respondents like to purchase Sujata Mastani products for the authentic, rich and
classic taste. Few of them would like to purchase Sujata Mastani products because it a
famous local brand and maintains a traditional method of producing ice creams. The
company is still lacking behind in the race of the competitors because it specializes in making
Mastani milkshakes which other competitors do not produce. Sujata Mastani has not entered
completely in the rural market of Pune city.
Most of the people in the rural areas and few in the city areas are yet to be tapped through the
proper channel of distribution and sales promotion campaigns. There are people who are yet
not aware of this popular local brand. For this reason Sujata Mastani has to penetrate the
market through aggressive selling and the sales promotion techniques. Emphasis on new
2

markets to increase sales, Increase the number of outlets and production units. Introduce
various new sales promotional schemes to increase the market penetration of Sujata Mastani.
Entering potential markets in, around and outside Pune City.

Market Potential
Market potential describes the maximum capacity of a defined market for a specific product /
a service within a defined time period. In this context market refers to the total of all potential
consumers with a certain need or desire who are willing or able to satisfy this need or this
desire through the purchase of products / services. The sales potential can then be derived
from the results of the market potential analysis. Market potential consists of the upper limit
of total demand which would theoretically be converged on at (infinite) rise of marketing
expenditures of all relevant providers.

Concept of market potential

Market potential has been defined the maximum demand response possible for a given
group of customer with in a well-defined geographic area for a given product or service over
a specified period of time under well-defined competitive and environmental condition.
We will elaborate this comprehensive definition
1. First, market potential is the maximum demand response under certain assumption. It
denotes a meaningful boundary condition on ultimate demand.
2. Another condition on which the concept of market potential depends is a set relevant
consumer of the product or service. it is not merely the present consumer who is to be
included but also the potential consumer as maximum possible demand is to be
achieved market potential will vary depending on which particular group of consumer
is of interest.
3. Further, the geographic area for which market potential is to be determined should be
well-defined
4. Another relevant aspect in understanding the concept of market potential is to clearly
know the product or service for which potential is to be estimated. Especially in those
cases where product is in question can be substituted by another, it is desirable to have
market potential for the product class rather than particular product
5. It is necessary to specify the time period for which market potential is to be estimated.
The time period should be so chosen that is coincide with planning period in a firm.

1.2 Statement of Problem:

Study the market potential for SUJATA MASTANI in Pune City.
Understand the consumer preference in buying SUJATA MASTANI.

Know the strength of the SUJATA MASTANI in Pune City.

1.3 Purpose of Study

The purpose of this study is to the dynamics of the market of Sujata Mastani and its products.
To analyze and understand the market strength of Sujata Mastani. Through this study one can
understand how much has the organization expanded and how much more can it widespread
its business through marketing strategies and activities.
The purpose of this study is to understand the current and future market size of Sujata
Mastani in Pune City. To study the new market trends and the market growth rate of Sujata
Mastani. To know the awareness of the products of Sujata Mastani among the consumers in
Pune City.

1.4 Objectives of Study:-The objectives of the study are as under:

To study the market potential for products of SUJATA MASTANI.

To understand the consumer preference of SUJATA MASTANI PRODUCTS.
To study about the products of SUJATA MASTANI
To study the advantages and drawbacks of various products of SUJATA

MASTANI
To give suggestions for overall improvement.

1.5 Significance of Study:-

In todays world there is a large demand for various products, competition has extended to
such a level that from the channel of distribution to consumer has many options to receive the
desired product when and where required hence the distribution channel plays a very
important role in fulfilling the needs and requirements of the consumer with the help of
retailers.
The significance of the study can be conveyed in the following points:

The study of the distribution channel with respect will help the product to be made available

even in the most remote area.

This study will help the company to identify how much is the current potential and how much
can be increased in this particular area.

The study was also carried out to identify the complaints of the customers. By overcoming
these complaints in accordance the suggestions provided in this report, the company can
achieve higher sales in future.

It would help to answer to all the problems of the retailers regarding the product.
It will help to introduce new marketing techniques and ways for better product promotion.

1.6 Scope of Study

The scope of this study is limited to the area of Pune City.

The study is applicable to SUJATA MASTANI and its products.
The scope of this is limited to Pune city and you can generalize the findings.

1.7 Area of Study

The area of study is limited to Pune City. Mostly the Market survey was conducted in the
urban regions of Pune City. The study is was conducted in areas of Viman Nagar,
Mitramandal, Vishranthwadi and Yerwada.

1.8 Limitations of Study

The results and conclusions drawn upon using this study might not be very accurate. The
information collected from the consumers for this study could be biased. This study cannot
give precise solutions for any problems. This study has limited scope. It has limited practical
value and provides with suggestions and not solutions. This market Potential study cannot
predict the current changing and future consumer behavior.

CHAPTER 2
PROFILE OF ORGANISATION

2. PROFILE OF ORGANISATION:
7

2. Profile of SUJATA MASTANI:

Established in the year 1966, Sujata Mastani is proud to be Punes finest mastani & ice
cream manufacturer. Since inception till date, the company has focused on quality, taste &
service. Today it is proud to offer a plethora of mastani & ice cream flavors. To be precise 20
different flavours of mastanis and 25 of ice creams. From just one outlet to 21, Sujata
Mastani has rapidly grown to become a leading name in the mastani & ice cream segment.
Whether its the taste or service, the company lives by the principle of delivering the best. All
of Sujata Mastanis products are 100 vegetarian and organic. Having said this, every time one
enjoys a mastani or ice cream, an experience of freshness is guaranteed. The secret of the
brands success is the irresistible taste because of using the traditional French pot method.
Even today, the modern machinery at our state-of-the-art manufacturing unit has been built
on the fundamentals of this process. Sujata Mastanis thirst for excellence and an ambition to
provide customers with the best has put it on the path of setting newer benchmarks in quality,
taste & experience.

2.1 Vision and Mission Statement

Vision
The vision of Sujata Mastani is simple , to manufacture the best value ice cream and Mastanis
using the highest quality ingredients and then to sell the products according to a strategy that
we believe maximises savings for our customers. To offer our customers the most delicious
and tasteful products. To be one of the best, popular ice cream and Mastani producers. To
flourish in the business and always aim for self-improvement.
Mission
To contribute to make a positive impact on our customers and our business operations.
To operate the business in an ethical manner which is recognised by the society.
To make ice creams and Mastanis using natural ingredients and to sell the finest quality of
products. To promote the business practices that respect the environment.
To increase the value of customers and expanding the opportunities for development and
growth.

2.2 History of Organisation in Brief

9

Sujata Mastani was set up in 1968 and began its journey as a small shop in the busy heart of
the city. Since the beginning, they have employed the traditional French Pot method to create
their range of fruit-flavoured ice creams or Mastanis. They don't use any preservatives either
and their products are organic. While in the traditional French Pot method, eggs are used,
at Sujata Mastani they don't use any eggs to prepare ice creams. "It is named Mastani as the
product looks very attractive and as beautiful as Bajirao's Mastani. Our Rose Milk and
Mango topping (ice cream) Mastanis are popular," says owner Sachin Kondhalkar. In 1984,
the ice cream parlour introduced the Mango Mastani and made it a rage.
Today, they offer more than 20 flavors that are priced between Rs 50 to Rs 90. Initially they
also used to make a Dahi ice-cream (which they don't serve anymore) which was very
popular. During winter you can savor Mastanis in flavors such as Custard Apple and
Strawberry as well. The Kesar Mango flavor and the plain Mango and plain Kesar flavors are
also good.

2.3 Products & Services

10

Ice Cream
Name Lit. Pack
Mango
Pineapple
Vanilla
Rose
Orange
Keshar Pista
Butterscotch
Chocolate
Dry Anjir
Coffee Chips
Chocolate Choco Chips
Kaju Draksha
Lichi
Black Grapes
Vanilla Orange Pineapple
Fresh Sitaphal
Fresh Strawberry
Pista

Price
155
155
155
155
155
180
180
180
200
200
200
200
200
200
200
210
210
155

Mastani
Name
Mango
Pineapple
Rose
Vanilla
Orange

Price
65
65
65
65
65

Special Mastani
11

Name
Butterscotch
Chocolate
Fresh Sitaphal
Fresh

Price
80
80
90
90

Strawberry
Keshar
Dry Fruit

80
90

2.5 Progress of Organisation

Sujata Mastani began its food march in the year 1966, at a small shop in the busy heart of
the city. Since the very beginning Sujata Mastani has used the traditional method called
French Pot method, to create our range of fruit flavored ices. Today even though the ice
cream is made with latest machinery, the method essentially remains the same French Pot
method. A Sujata Mastani product is completely organic. In traditional French Pot Ice-cream
eggs are used but at Sujata Mastani no eggs are used while preparing ice-creams. It is a
purely vegetarian ice cream. As finest quality raw material and natural ingredients are used.
Sujata Mastani has retained its quality and taste over the years. Its no compromise approach
has delivered the same popular taste to the discerning customer of Pune. In 1984 Sujata made
a literally revolutionary change in itself and considering the new trends, geared up to deliver
the best to its customers. It was here that the Mango Mastani became all of the rage. Over the
years the original five flavors of Mango, Pista, Rose, Chocolate and Keshar have expanded
to 20 different flavors of Mastanis and 25 of ice-creams. Initially Sujata used to make Dahi
Ice-cream also which they dont serve anymore but it was liked by foodies of Pune then.
Sujata Mastani appreciated the best wishes of all its customers, to become the pride of Pune
and its reach beyond the borders to national and even international level.
12

CHAPTER 3
REVIEW OF LITEREATURE

13

3. REVIEW OF LITERATURE.
The Ice Cream industry is growing in business in and around Pune city. Sujata Mastani
started in 1968 with only one outlet and now has 25 outlets across Pune. Sujata Mastani only
sells through Franchise outlets and no other retail outlets. Sujata Mastani has yet to expand its
business outside Pune. Sujata Mastani could aim many more markets in the near future. The
demand of Sujata Mastani Ice creams and Mastanis in Pune is high and the awareness and
market potential of Sujata Mastani has improved and is improving over time.
Sujata Mastani manufactures Ice Cream and Mastanis with traditional methods. The taste and
quality is of a higher level. Sujata Mastani Ice Creams and Mastanis are seen as healthier than
other regular Ice Creams. Sujata Mastani special Mastani milkshakes are also preferred in the
winter seasons and throughout the year.
Sujata Mastani Faces competition from many other national, international and local brands.
For the improvement of its market Sujata Mastani should aim at entering new cities other
than Pune and should use aggressive marketing strategies to advertise its products and expand
its business. For future growth and expansion Sujata Mastani has to maintain the taste and

14

quality of its ice creams and Mastanis and indulge in activities which will spread more
awareness of Sujata Mastani throughout the City. There are other developing cities and
markets where Sujata Mastani can easily expand its business.
Sujata Mastani is on the top position due to its special Mastanis in Pune. Sujata Mastani
could undertake more activities, open more outlets in and around Pune and simultaneously
enter new markets to develop the market potential and to seize the opportunities which help
the business to flourish even more.

CHAPTER 4
RESEARCH METHODOLOGY

15

4. RESEARCH METHODOLOGY:
A Research is an art of scientific investigation or enquiry especially through search for new
branch of knowledge. It is a moment from known to unknown. It is a systemized effort to
gain more knowledge"
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. It will help in
studying the various steps that are generally adopted by a researcher in studying this research
problem along with the logic behind them.
It is necessary for the researcher to know not only the research methods or techniques but
also the methodology. Researcher always need to know the criteria by which they can decide
that technique and they needs to understand the assumptions underline various technique and
they need to know the criteria by which they can decide that techniques and procedure which
will be applicable to certain problems and other will not.

4.1 Type of Research:

The study undertaken is Exploratory Research in nature.

The study undertaken is Quantitative in nature.
16

4.2 Data Sources:

Primary Data
Secondary Data

4.3 Primary Data: Its the type of data collected by individual on first place. The primary
data is that which details we collect first time from the market and also used first time in the
research. We also say that the information is first time in the research decision. To collect the
primary data questionnaire is prepared structure no disguise questionnaire is prepared.

4.3.1 Tools For Collecting Primary Data:

Research Technique: In this study the survey Method is used as a research

technique. This method helps to obtain right information from respondents.

Research Instrument: Questionnaire.

Questionnaire Method

The major motive of taking this method was that it covers large population at a time. One can
have direct contact with the respondents. The questionnaire was prepared with both closed
multiple choice questions and open ended questions for suggestion. This questionnaire was
used to take personal interview of the employees.

4.3.2 Sample Size: The sample size covered during the research is 100 respondents. The
sample extent is limited to Pune city.

4.3.3 Sampling Technique:-The sampling technique followed is Simple Random

Sampling.
This is the simplest and most popular technique of sampling. In it each unit of population has
an equal chance of being included in the sample. This method implies that if N is the size of
the population and n units are to drawn in the sample, then the sample should not be taken in
such a way that each of the samples has an equal chance of being selected.

4.4 Secondary Data: Secondary data are those data which are already collected by
someone for some purpose and are available for the present study; secondary data are already

17

collected by the companys records and other librarys books. When the secondary data are
sufficient, the
Researcher has to be satisfied with the primary sources of data. Secondary data can be used
as bases for comparison with primary data have been collected by questionnaire.

4.4.1 Tools for Collecting Secondary Data:

In most of the studies the investigator finds it impracticable to collect first-hand information
on all related issues and such as he/she makes use of data collected by others. The secondary
data can be collected by following procedure.
Published Books: By examining the historical, literature and other records.
Unpublished Books: if data available in secondary sources are reliable, suitable and
adequate the one can use secondary data for his/her study.
In this study the secondary data is collected from the Companys website and from the
discussions with public and official person.

CHAPTER 5

18

DATA ANALYSIS AND

INTERPRETATION

5. DATA ANALYSIS AND INTERPRETATION

Q.1. Are you aware about Sujata Mastani?
TABLE 5.1:- AWARENESS ABOUT SUJATA MASTANI.
AWARENESS
ABOUT
SUJATA
SR.NO

MASTANI

RESPONDENCE PERCENTAGE

1
2

YES
NO

94
6

94 %
6%

100

100 %

TOTAL

FIGURE 5.1:- AWARENESS ON SUJATA MASTANI

19

Awareness on Sujata Mastani

94%

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Awareness on Sujata
Mastani

6%
Yes

No

INTERPRETATION:The above Table and Figure exhibits, that the responses of total 100 respondents were
recorded.

Out of them 94 respondents are aware about Sujata Mastani.

6 respondents are not aware about Sujata Mastani.

Q.2.Which other brand of Ice Cream do you prefer the most?

TABLE 5.2:-PREFERENCE OF OTHER BRANDS OTHER THAN SUJATA
MASTANI.
PREFERENCE OF OTHER
SR.NO

BRANDS

RESPONDENTS

AMUL

52

PERCENTAGE
52 %

VADILAL

5%

NATURALS

42

42 %

OTHER BRANDS.

1%

100

100 %

Total

FIGURE 5.2:- ICE CREAMS PREFERRED OTHER THAN SUJATA MASTANI

20

Other Ice Cream Brands Preferred

52%
42%
Other Ice Cream Brands
Preferred
5%

1%

INTERPRETATION:The Table and Diagram exhibits, that the responses of the total 100 respondents are covered.

Out of 100 respondents 52 people prefer the Amul Brand for Ice Creams other than

Sujata Mastani.
5 % of respondents prefer Vadilal Ice Creams.
42 respondents prefer the brand Naturals for Ice Cream other than Sujata Mastani.
1 % of the respondents prefer other brands namely Khatri Bandhu , Baskin Robins
and Gelato Ice Creams.

21

Q.3.Why do you prefer Sujata Mastani over other Brands?

TABLE 5.3:-REASON BEHIND PREFERENCE OF SUJATA MASTANI OVER
OTHER BRANDS
REASON OF PREFERENCE
SR.NO

FOR SUJATA MASTANI

RESPONDENTS

TASTE

65

PERCENTAGE
69.15 %

QUALITY

28

29.79 %

QUANTITY

ECONOMICAL

1.06 %

94

100 %

Total

FIGURE 5.3:- PREFERENCE OF SUJATA MASTANI OVER OTHER BRANDS

22

Preference of Sujata Mastani over other Brands

1%

Taste
Quality
Quantity
Economical

30%

69%

INTERPRETATION:

Out of 94 responses 65 respondents prefer Sujata Mastani over other brands

28 Respondents, around 29.79 % of the respondents prefer Sujata Mastani for its

authentic high quality.

1 respondent prefer the brand because the price of the products is economical.

Q.4.Since how long have you been aware of Sujata Mastani?

TABLE 5.4:- DURATION ON AWARENESS OF SUJATA MASTANI
DURATION

OF

AWARENESS OF SUJATA

PERCENTAGE

SR.NO

MASTANI

RESPONDENTS

1 MONTH

6.38 %

6 MONTHS

5.32 %

1 YEAR

11

11.70 %

MORE THAN 1 YEAR

72

76.60 %

94

100 %

Total

FIGURE 5.4:- DURATION ON AWARENESS OF SUJATA MASTANI.

23

Duration on awareness of Sujata Mastani

72

More than 1 year

11

1 year
6 months

1 month

Duration on awareness
of Sujata Mastani

0 10 20 30 40 50 60 70 80

INTERPRETATION:The Table and Figure exhibits, that the responses of total 94 respondents were recorded.

6 respondents are aware about Sujata Mastani brand since a month.

5 respondents know about Sujata Mastani since 6 months.
11 of the respondents know Sujata Mastani since a year.
72 the majority of the respondents know about Sujata Mastani since more than a year.

Q.5.Through which source did you come to know about Suajata Mastani. State the source
like Newspapers or Radio?

36 of the respondents came to about Sujata Mastani through friends.

57 out of 94 respondents came to about Sujata Mastani through their rekatives.
Only one of the respondents knew about Sujata Mastani through the Newspapers.

INTERPRETATION:-

24

60.64 % of the respondents came to know about Sujata Mastani through their relatives,
which makes Sujata Mastani a good place to visit to have Mastanis with family. 38.30 %
of the respondents came to know about Sujata Mastani from their friends and only one
respondent came upon Sujata Mastani Brand through Newspapers.

Q.6.How often do you visit Sujata Mastani?

TABLE 5.5:- VISITATION TO SUJATA MASTANI BY CONSUMERS
VISITATIONS TO SUJATA
SR.NO

MASTANI OUTLETS.

RESPONDENTS

ONCE IN A WEEK

PERCENTAGE
3.19 %

ONCE IN A MONTH

31

32.98 %

RARE OCCASIONS

42

44.68 %

OFTEN

18

19.15 %

94

100 %

Total

FIGURE 5.5:- VISITATION TO SUJATA MASTANI BY RESPONDEMTS.

25

Visitation to Sujata Mastani by respondents

45
40
35
30
25
20
15
10
5
0

42
31
18
3

Visitation to Sujata
Mastani by
respondents

INTERPRETATION: Out of 94 respondents 3 visit sujata Mastani once in a week.

31 respondents visit Sujata Mastani once in a month.
Majority of the number of respondents which is 42 visit Sujata Mastani on rare
occasions.
18 of the respondents often visit Sujata Mastani.

Q.7.With whom do you visit Sujata Mastani Parlours?

TABLE 5.6:- WITH WHOM THE CONSUMERS VISIT THE SUJATA MASTANI
PARLOURS.

SR.NO

RESPONSES

RESPONDENTS

INDIVIDUAL

PERCENTAGE
7.45 %

WITH FAMILY

54

57.45 %

WITH FRIENDS

33

35.10 %

94

100 %

Total

FIGURE 5.6:- VISIT TO SUJATA MASTANI PARLOURS

26

Visit to Sujata Mastani parlours.

Individual
With Family
With Friends

33

54

INTERPRETATION: Only 7 respondents visit Sujata Mastani oulets individualy.

54 respondents prefer visiting Sujata Mastani with family members. Most of the
people visit Sujata Mastani with family.
33 of the respondents visit Sujata Mastani with their friends. The second highest
number of respondents.

Q.8.Do you visit Sujata Mastani for the Ice Creams Or Mastani Ice Cream Milk Shakes?
TABLE 5.7:- PRODUCT PREFERENCE OF RESPONDENTS.
RESPONDENTS
AND

THEIR PERCENTAGE

SR.NO

PRODUCTS

PREFERENCES

ICE CREAMS

MASTANIS
78
BOTH ICE CREAMS AND

82.98 %

MASTANIS

16

17.02 %

94

100 %

Total

27

FIGURE

5.7:-

PREFERENCE

OF

SUJATA

MASTANI

PRODUCTS

BY

RESPONDENTS.

Preference of Sujata Mastani products by respondents

Ice Creams
Mastanis
Both Ice Creams And
Mastanis

16

78

INTERPRETATION:

Out of 94 responses, 78 respondents prefer Sujata Mastani for their special Mastani

Ice Cream Milk Shakes.

16 respondents prefer Suajata Mastani for both, its Ice Creams and Mastanis.

Q.9.Which Sujata Mastani Flavor do you prefer the most?

TABLE 5.8:-SUJATA MASTANI FLAVORS AND COSUMER PREFERENCES
RESPONDENTS/

PERCENTAGE

CONSUMER
SR.NO
1
2
3

FLAVORS OF MASTANIS
MANGO MASTANI
CHOCOLATE MASTANI
STRAWBERRY MASTANI
BUTTER SCOTCH

CHOICE
66
15
0

70.21 %
15.96 %
0

MASTANI

7.45 %

SPECIAL PISTA MASTANI 6

6.38 %

TOTAL

94

100 %
28

FIGURE 5.8:- SUJATA MASTANI FLAVOURS AND CONSUMER PREFERENCES

Sujata Mastani Flavours

70%

Sujata Mastani Flavours

16%
7%

6%

0%

INTERPRETATION:The Table and Diagram exhibits, that the responses of the total 94 respondents

66 of the respondents prefer the Mango Mastani.

15 respondents prefer the Chocolate Mastani.
7 of them prefer the Butter Scotch Mastani.
Only 6 of the 94 respondents like the special Pista Mastani.

Q.10.Why do you prefer the above selected flavor?

29

INTERPRETATION:

Most of the respondents keep in mind the taste and quality when they buy their
favourite Mastanis.

Q.11.Do you find the Sujata Mastani Ice Creams appropriately priced?
TABLE 5.9:- ARE SUJATA MASTANI ICE CREAMS APPROPRIATELY PRICED?
APPROPRIATEL

RESPONDENC

SR.NO

Y PRICED

PERCENTAGE

1
2

YES
NO

70
24

74.47 %
25.53 %

94

100 %

TOTA
L

30

FIGURE 5.9:- PERCENTAGE OF APPROPRIATE PRICE OF SUJATA MASTANI

ICE CREAMS.

Appropriate price of Ice Creams.

25.53%

No

Appropriate price of
Ice Creams.
74.47%

Yes

0.00% 20.00% 40.00% 60.00% 80.00%

INTERPRETATION: 74.47 % of the respondents think that the Sujata Mastani Ice Creams and Mastanis are
appropriately priced, whereas 25.53 % of the respondents consider the Mastnis and
Ice Creams not appropriately priced.

Q.12.Do you think the number of Sujata Mastani Outlets are adequate?
TABLE 5.10:- ARE SUJATA MASTANI OUTLETS ADEQUATE?
ADEQUATE

RESPONDENC

SR.NO

OUTLETS

PERCENTAGE

1
2

YES
NO

58
36

61.70 %
38.30 %

31

TOTAL

94

100 %

FIGURE 5.10:- ADEQUATE NUMBER OF SUJATA MASTANI OUTLETS.

Adequate number of Sujata Mastani Outlets.

70
60

58

50
Adequate number of
Sujata Mastani Outlets.

36

40
30
20
10
0
Yes

No

INTERPRETATION: 58 respondents deem that the outlets of Sujata Mastani in Pune are adequate while 36
of the respondents think the contrary and deem the outlets in Pune are not enough.

Q.13.How do you find the ambience of the Sujata Mastani Outlets?

TABLE 5.11:- AMBIENCE OF SUJATA MASTANI OUTLETS.
AMBIENCE

OF

SUJATA

SR.NO

MASTANI OUTLETS

RESPONDENTS

GOOD

37

PERCENTAGE
39.36 %

VERY GOOD

28

29.79 %

EXCELLENT

29

30.85 %
32

Total

100 %

94

FIGURE 5.11:- AMBIENCE OF THE OUTLETS.

Ambience of the outlets.

29

Excellent

Ambience of the
outlets.

28

Very Good

37

Good
0

10 15 20 25 30 35 40

INTERPRETATION: 37 respondents think that the ambience of Sujata Mastani outlets is Good.
28 out of 94 respondents consider the ambience as Very Good.
29 number of respondents think of the ambience of Sujata Mastani outlets as
Execellent.

Q.14. Are the seating arrangements adequate and comfortable?

TABLE

5.12:- ARE THE

SEATING ARRANGEMENTS ADEQUATE AND

COMFORTABLE?
GOOD SEATING
ARRANGEMENT

RESPONDENC

SR.NO

PERCENTAGE

YES

46

48.94 %
33

NO

48

51.06 %

94

100 %

TOTA
L

FIGURE 5.12:- SEATING ARRANGEMENTS PROVIDED BY SUJATA MASTANI.

Adequate and Comfortable Seating Arrangements by Sujata Mastani

51%

49%

Yes
No

INTERPRETATION: 46 of the respondents find the seating arrangements adequate and comfortable while
48 of the respondents dont find the seating arrangements adequate.

Q.15.Is parking facility provided if yes paid or free.

DATA ANALYSIS AND INTERPRETATION: From the information attained by this study and through the answers of the
respondents one can understand that the parking facility is not provided by the Sujata

34

Mastani. The parking provided is public parking and it is free. Sometimes it becomes
difficult for the customers to find parking places due to overcrowding.
Q.16. Any Suggestions for further improvement in ambience.
DATA ANALYSIS AND INTERPRETATION: Most of the respondents found the ambience of the Sujata Mastani outlets good. Half
of the 94 respondents want Sujata Mastani to expand the area of the Outlets and
makes the Parlours even bigger with better and more seating arrangements.
Q.17. How would you rate the Sujata Mastani Ice Creams and Mastani Milk Shakes under the
following Basis?
TABLE

5.13:-SUJATA

MASTANI

PARAMETERS

AND

RATING

BY

RESPONDENTS.

PARAMETERS
1=POOR &
5=EXCELLENT

TASTE
SATISFACTION RATE
QUALITY
FLAVORS
VALUE FOR MONEY
PACKAGING
OUTLETS
OVERALL EXPERIENCE

0
0
0
0
0
0
0
0

1
1
1
3
5
7
10
2

7
13
3
13
17
16
16
11

41
44
41
36
35
41
39
45

45
36
46
42
37
30
29
36

INTERPRETATION:The table shows the number of ratings each parameter has received by the respondents.

The average rating of taste of Sujata Mastani ice creams and Mastanis is 4.38 out of 5.
The average rating of satisfaction rate is 4.22 out of 5.
The average rating of quality of Sujata Mastani products is 4.40 out of 5.
The average rating of flavors provided by Sujata Mastani is 4.24 out of 5.
The average rating of value for money is 4.10 out of 5.
35

 The average rating for packaging of Sujata Mastani ice creams and Mastanis is 4 out
of 5.
The average rating for the number of Sujata Mastani outlets in Pune is 3.93 out of 5.
The overall experience of the respondents sums to an average rating of 4.22 out of 5.

Q.18.Do you find the waiting time feasible?

TABLE 5.14:- FEASIBLE WAITING TIME.
FEASIBLE
WAITING

RESPONDENC

SR.NO

TIME

PERCENTAGE

1
2

YES
NO

87
7

92.55 %
7.45 %
36

TOTAL

94

100 %

FIGURE 5.13:- WAITING TIME FEASIBILITY.

Feasible Waiting Time

7
Yes
No
87

INTERPRETATION: Only 7 respondents do not find the waiting time feasible compared to the other 87
respondents who deem the waiting time as feasible.

Q.19.Are you Satisfied with the Services provided by them?

TABLE 5.15:- SATISFACTION RATE OF THE SERVICES PROVIDED BY SUJATA
MASTANI.
SATISFIED
WITH

THE RESPONDENC

SR.NO

SERVICES

PERCENTAGE

YES

91

96.81 %
37

NO

TOTAL

3.19 %

94

100 %

FIGURE 5.14:- SATISFACTION RATE OF SUJATA MASTANI.

Satisfaction Rate Of Sujata Mastani.

100.00%

96.81%

80.00%
60.00%

Satisfaction Rate Of
Sujata Mastani.

40.00%
20.00%
3.19%

0.00%
Yes

No

INTERPRETATION: 91 respondents which means 96.81 % of the respondents are satisfied with the
services provided by Sujata Mastani and only 3 respondents are not fully satisfied
with the services provided by Sujata Mastani.

Q.20.Do you think Sujata Mastani should improve or indulge in new products or services, if
yes then why?
INTERPRETATION:

The respondents do not find it necessary for Sujata Mastani to indulge in services or
products but to maintain the quality of their Ice Creams and Mastanis and customers
expect Sujata Mastani to expand their Business in new areas and other cities.

Q.21.Would you recommend Sujata Mastani to your friends?

38

TABLE 5.16:- RECOMMENDTION OF SUJATA MASTANI BRANDS BY THE

RESPONDENTS TO OTHERS.
RECOMMENDATI
ON

OF

SUJATA

SR.N

MASTANI BRAND RESPONDEN

PERCENTAG

TO OTHERS.

CE

1
2

YES
NO

94
00

100 %
00

94

100 %

TOTA
L

INTERPRETATION: All of the respondents feel positively towards the thought of recommending the Sujata
Mastani brand to others for Ice Creams and Mastanis.

Q.22.If any, what changes would you like to recommend for Sujata Mastani and its products?
INTERPRETATION:RECOMMENDATIONS BY RESPONDENTS
Inclusion of new flavors
Limited flavors are available in the main outlet during 1pm to 4pm and the customers
have to wait for the outlet to open for a specific flavor like coffe chips. So every
flavor should be available during the other times as well.
Sujata Mastani should start home delivery services.
More mixed flavors could be provided.
39

 In a few outlets, there is ice in the ice creams or Mastanis, maybe due to over

freezing. That can be avoided.

Improve the packaging so that the ice creams will last longer and remain cool.
International, tropical and exotic flavors to be included too with reasonable rates.
Sujata Mastani should open more outlets and charge a little less for ice creams.
Sujata Mastani should advertise more about their ice creams and Mastanis.

CHAPTER 6
40

FINDINGS SUGGESTIONS
CONCLUSION

6. FINDINGS, SUGGESTION, CONCLUSION.

6.1 Findings

Most of the people would like to purchase Sujata Mastani Ice Creams and Mastanis
for its authentic taste and high quality. People also prefer the Sujata Mastani Brand

because it follows a traditional method of creating Ice Creams and Mastanis.

There are some people in Pune City who are yet not aware of Sujata Mastani.
Many people know about Sujata Mastani. Therefore Sujata Mastani is on Top position

as compared to its Competitors.

People mostly know Sujata Mastani through Friends and Relatives.
Out of the 100 respondents that were covered most of them are satisfied by the Ice
Creams, Mastanis and the services provided by Sujata Mastani. Maximum people find

Sujata Mastani as a great brand.

Most of the people visit Sujata Mastani with their Families and then secondly with
friends.
41

The overall experience of the people with Sujata Mastani is Very Good. Of the 100
respondents many of them find the Sujata Mastani Ice creams and Mastanis
appropriately priced.

6.2 Suggestions:
Sujata Mastani should develop the strategies to enter new markets other than Pune.
Increasing the number of outlets. More outlets should help Sujata Mastani to bring in
more number of customers from remote and other parts of the city where the potential
customers are likely to purchase the Sujata Mastani products.
Sujata Mastani should attract more and more customers especially through aggressive
advertising with the help of media, newspapers, TV advertisements, hoardings, Radio
etc.

Sujata Mastani should maintain the quality of its products.

Sujata Mastani should maintain the overall satisfaction level of its customers.

6.3 Conclusions:
People in Pune are aware about Sujata Mastani and the other top Ice Cream Brands such as
Amul, Vadilal and Naturals. People in Pune prefer Sujata Mastani Ice Creams and Mastani.
Study shows that Sujata Mastani does not use all media channels more effectively for the
advertisement & promotion of their Ice Creams and Mastanis. People tend to buy Sujata
Mastani Ice creams and Mastanis keeping in mind the authentic taste and high quality which
Sujata Mastani delivers.

42

7. BIBLIOGRAPHY: Web site visited:www.sujatamastani.com

8 ANNEXURE:

QUESTIONNAIRE
Name: _____________________ Age: ________ Gender: M

Occupation: ____________________
1. Are you aware about Sujata Mastani?
Yes
No
2. Which other brand of Ice Cream do you prefer the most?
Amul
Vadilal
Naturals
Any other
If any other name the brand ___________
3. Why do you prefer Sujata Mastani over other Brands?
43

Taste
Quality
Quantity
Economical
4. Since how long have you been aware of Sujata Mastani?
1 month
6 months
1 year
more than 1 year
5. Through which source did you come to know about Suajata mastani. State the source
like Newspapers or Radio____________________________________
6. How often do you visit Sujata Mastani?
Once in a week
Once in month
Rare Occasions
Often
7. With whom do you visit Sujata Mastani Parlours?
Individual
with Family
with Friends
8. Do you visit Sujata Mastani for the Ice Creams Or Mastani Ice Cream Milk Shakes
_______________________________________________________________
9. Which Sujata Mastani Flavour do you prefer the most?
Mango Mastani
Chocolate Mastani
Strawberry Mastani
Butter Scotch Mastani
Special Pista Mastani
10. Why do you prefer the above selected flavor?
Taste
Quality
Freshness
Quantity
11. Do you find the Sujata Mastani Ice Creams appropriately priced?
Yes
No
12. Do you think the number of Sujata Mastani Outlets are adequate?
Yes
No
13. How do you find the ambience of the Sujata Mastani Outlets?
Good
Very good
Excellent
14. Are the seating arrangements adequate and comfortable?
Yes
No
15. Is parking facility provided if yes paid or free.
_______________________________________________________________
16. Any Suggestions for further improvement in ambience.
_______________________________________________________________
17. How would you rate the Sujata Mastani Ice Creams and Mastani Milk Shakes under
the following Basis?
Parameters
(1=Poor & 5= Excellent)
Taste
Satisfaction rate
Quality
Flavors
Value for money
Packaging
Outlets
Overall Experience

Sujata Mastani
1

18. Do you find the waiting time feasible?

Yes
No
19. Are you Satisfied with the Services provided by them?
Yes
No
44

20. Do you think Sujata Mastani should improve or indulge in new products or services,
if yes then why?
_______________________________________________________________
21. Would you recommend Sujata Mastani to your friends?
Yes
No
22. If any, what changes would you like to recommend for Sujata Mastani and its
products?
_____________________________________________________________________
_____________________________________________________________

45