Haagen Dazs Report
Executive Summary
This report investigates Haagen-Dazs ice-cream, in United Kingdom from a Consumer
Behaviour Perspective. The current trends highlight the slow growth of market share in comparison to their direct competitors i.e. Unilever’s Ben&Jerry and Carte D’Or.
Furthermore consumer’s perception and level of awareness towards Haagen-Dazs was analysed and also the Impact of reference groups, if it played a positive impact on consumer’s consumption for the brand was determined.
Secondary research laid a foundation and provided direction for the primary research. Focus group discussions, observation techniques followed by blind test and
Fishbein analysis helped to understand and reason the challenges and opportunities to study Haagen-Dazs at a micro and macro level.
Application of all models guided us towards analysing consumers attitudes towards
Haagen-Dazs based on exposure, perception and comprehension, placing Haagen-Dazs at the fourth quadrant (low involvement, affection) of attitude change model.
Conditioning theories applied helped us identify the gap in the market untapped by
Haagen-Dazs, which laid a basis for our conclusions. The market trend stated by the icecream industry report and our primary data collection helped us draw a conclusion that health is given low priority by Haagen-Dazs and there exists a huge demand for the same. Furthermore we recommend enhanced Integrated Marketing Communications by
Haagen-Dazs to reinforce the brand demand. By adopting various mechanisms such as associating the brand with British opinion leaders and Air carriers such as British Airways to help localise the brand to connect with existing consumers and reach out to potential ones. Ultimately helping the brand reaching their future strategic goal, i.e. reaching number one position
Table of contents
Introduction:
In today’s business society where all sectors are undergoing massive change and fierce competition, the ice-cream market in
This report investigates Haagen-Dazs ice-cream, in United Kingdom from a Consumer
Behaviour Perspective. The current trends highlight the slow growth of market share in comparison to their direct competitors i.e. Unilever’s Ben&Jerry and Carte D’Or.
Furthermore consumer’s perception and level of awareness towards Haagen-Dazs was analysed and also the Impact of reference groups, if it played a positive impact on consumer’s consumption for the brand was determined.
Secondary research laid a foundation and provided direction for the primary research. Focus group discussions, observation techniques followed by blind test and
Fishbein analysis helped to understand and reason the challenges and opportunities to study Haagen-Dazs at a micro and macro level.
Application of all models guided us towards analysing consumers attitudes towards
Haagen-Dazs based on exposure, perception and comprehension, placing Haagen-Dazs at the fourth quadrant (low involvement, affection) of attitude change model.
Conditioning theories applied helped us identify the gap in the market untapped by
Haagen-Dazs, which laid a basis for our conclusions. The market trend stated by the icecream industry report and our primary data collection helped us draw a conclusion that health is given low priority by Haagen-Dazs and there exists a huge demand for the same. Furthermore we recommend enhanced Integrated Marketing Communications by
Haagen-Dazs to reinforce the brand demand. By adopting various mechanisms such as associating the brand with British opinion leaders and Air carriers such as British Airways to help localise the brand to connect with existing consumers and reach out to potential ones. Ultimately helping the brand reaching their future strategic goal, i.e. reaching number one position
Table of contents
Introduction:
In today’s business society where all sectors are undergoing massive change and fierce competition, the ice-cream market in
References: Cambridge Dictionaries Online, (2013). Available from: [Accessed 14 November 2013] Carlos Aqueveque Ureta (2009) The Means – End Chain 000401.html [last acces: 15.11.2013] Haagen Dazs (2013) London, B., (2013). Yes it 's super cheesy ... but do we care? Bradley Cooper teams up with Häagen-Dazs for steamy new ice cream ad Mintel, (2013). Ice Cream - UK - June 2013. [online] Mintel. Available from: [Accessed 19 October 2013] Mintel, (2013) University of Strathclyde, (2013). What is observation? [online] University of strathclyde Walsh, A., (2013). Bradley scooper! Hollywood hunk becomes the face of HaagenDazs. [online] The Sun. Available from: [Accessed 17 November 2013] Winkel, (2013). Sponsored: “The House of Häagen-Dazs” with Bradley Cooper. John A. Howard , (1987). Consumer behavior in marketing strategy Peter J.P., Olson J.C Reynolds and J.Gutman, (1987). The Means End Chain method Solomon, M Harlow: Pearson Solomon, Marshall, Stuart, Barnes & Mitchell (2013)Marketing – Real People and Real Decisions Pearson Stenhouse, L., (1975)