International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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CONSUMER PREFERENCES TOWARDS CONSUMPTION OF FROZEN PIZZA: A CASE STUDY OF AMUL PIZZA

    1 Author(s):  SAMEEULLAH KHAN

Vol -  9, Issue- 1 ,         Page(s) : 12 - 27  (2018 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

This study offers insights into consumer preferences towards consumption of frozen pizza. By taking Amul frozen pizza as a case, the study offers deep insights into the reasons for failure of Amul pizza and suggests actionable strategies for relaunching the same. A survey of 183 respondents revealed that Amul pizza could not win the trust of the consumers over its quality and freshness, as it was frozen and the Indian consumer is used to fresh food products. Moreover for baking the pizza, a consumer was required to have an oven at his/her home. A marketing mix for relaunching the Amul frozen pizza has been suggested.

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