Consumer Buying Behaviour Towards Lazza Ice Cream: Brand Trust, Taste Preference, and Market Segmentation in Puducherry

This study delivers a comprehensive, empirically grounded analysis of consumer buying behaviour towards Lazza Ice Cream in Puducherry. Four principal conclusions emerge. First, Lazza commands a statistically confirmed premium brand perception (mean = 3.72, p < 0.001) — a robust competitive asset in a market contested by national and global brands. Second, consumer trust is meaningfully differentiated by price sensitivity, indicating that the most loyal advocates are also the most value-conscious — a profile amenable to targeted premium and loyalty strategies. Third, both brand recall and taste preference independently predict consumer engagement, confirming that Lazza’s advantage rests on twin pillars of cognitive salience and sensory excellence. Fourth, the brand’s appeal is demographically inclusive, with no significant variation across age, gender, occupation, income, or consumption frequency, simplifying communication strategy and deepening the evidence for strong regional brand equity. Five strategic recommendations follow. First, a culturally resonant heritage campaign — such as a ‘Taste of the Soil’ initiative — should be launched to deepen emotional connections and differentiate from multinationals on authenticity grounds. Second, branded freezer and signage expansion at retail touchpoints should be prioritised to convert logo-triggered trust into impulse purchases. Third, integration with quick-commerce platforms (Blinkit, Swiggy Instamart, Zomato) should be accelerated to counter brand-switching when Lazza is unavailable locally. Fourth, sugar-free and probiotic variants should receive amplified marketing through health-focused influencer partnerships. Fifth, the 17.5% Neutral-Perception segment should be targeted through customised loyalty programmes, promotional incentives, and taste-trial activations to increase the proportion of High-Perception Buyers over time. In summary, by remaining anchored to quality and accessibility while adapting to digital distribution trends and health-conscious demand, Lazza Ice Cream is well positioned to sustain and extend its regional dominance — ensuring “The Joy of Lazza” resonates across Puducherry and beyond.

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