author(s)
Shilpa Shree J and T Ananthi

abstract
Indian consumers\r\nare very impulsive in their food habits especially in consuming ice-cream. Ice\r\ncream considered as an indulgence product favored by children and adults in\r\nIndia, with a higher degree of brand loyalty visible among adults. The most\r\nconsumable dairy product is ice cream as it is typically eaten as a snack or\r\ndessert. The present study was carried out to assess the factors influencing\r\nthe purchasing decision and constraints involved in consumption of ice cream in\r\nChennai city. A total sample of\r\n200 consumers of TANUVAS dairy products were selected by a simple random sampling method and a survey\r\nmethod was adopted for the collection of primary data with the help of well-structured\r\nand pre tested interview schedule. revealed that the variables family size,\r\nmonthly family income and presence of children in the family were found to be\r\npositively influencing the consumption of ice cream. The constraint analysis\r\nrevealed that not available in preferred quantity was the major constraint in\r\nconsumption of ice cream followed by unreliable supply, poor packaging and inconvenient\r\nstore timings were the major constraint involved in ice cream consumption. This\r\nstudy opens up new grounds for further research in the area of ice cream\r\nindustry. Further studies can be done to find out implications of other\r\nmarketing concepts in ice cream sector.