Flavor
The factor ‘Flavor’ is divided
into two sub-categories: first, the
taste of the ice cream; and second,
the number of distinct ice creams
offered by the ice cream stores.
In order to know, which ice
cream tastes best, we conducted a
customer survey in front of all ice
cream parlors of analysis. We asked
50 customers of each ice cream parlor
about respective purchasing motivations.
In front of the Santini store, 35
out of 50 customers surveyed indicated that they purchase the brand’s ice
cream for the good quality of the
product. Almost all of them specified
that Santini ice cream “is one of the
best”. Most of these 35 customers
were Portuguese. Santini is a Portuguese brand, known in most parts of
the population. This is why it ranked
first in the brand recall test of the
online survey.
Moreover, 10 of the 50 people
surveyed went to Santini because of
the huge queue in front of the store.
One customer said that it was “the
effect of the crowd” that drew him
into the ice cream parlor. The remaining 5 customers simply went to Santini
at random choice.
At Amorino, 29 out of 50 cus-
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tomers indicated that they went to
Amorino to get an ice cream “flower”.
As a matter of fact, we counted 20
customers leaving the store and immediately taking a photo of their
“flower”. Most of them go to Amorino
to show it off to their friends. Compared to Santini,
Amorino is frequented by more
tourist customers
and consequently, fewer Portuguese
people.
Additionally,
5
out of 50 customers surveyed stated that they purchased Amorino
ice cream because they offer
ice cream without milk. This is a
crucial offering
for people that
have difficulties
digesting
milk.
The remaining 16
customers surveyed claimed that they
went to Amorino for the ice cream’s
Italian taste. They stated that the ice
cream is delicious and that they go to
Amorino in a repeated manner. Nevertheless, there are fewer customers
choosing Amorino for the special taste
of the product whereas Santini primarily attracts customers, seeing in