Specifics of consumer behaviour in the ice cream segment in the Czech Republic

The aim of this thesis was to find out the specifics of a consumer behaviour in the ice cream market (main focus was the pint category) and to propose a marketing strategy for Magnum pints based on this analysis to ensure increase in sales for winter/cold season. The data about consumer behaviour and buying decisions in the ice cream market were gathered through qualitative marketing research using 3 separate focus groups. Consumers belonging to the Magnum pint target group were the participants in these focus groups. Research has shown that during colder months consumers prefer so called 'take-home' ice cream formats and consume them primarily when they need to reward themselves or want to have a moment for themselves. The consumption occurs primarily on weekdays in the evening (between 7-10 pm) or on weekends. The ice cream pint is often consumed as a snack while watching a movie or a TV show. The purchase of pints is clearly impulsive and is strongly influenced by price promotions. The main sales channels are supermarkets or online food retailers. One of the most important criteria in choosing an ice cream is its flavour. The disadvantage of the pint format is the unwillingness of consumers to try new flavours or brands, which is primarily due to the high price of this product.