Service Marketing Mix Influence on Customer Satisfaction: A Detailed Study of Naturals Ice Cream in Mumbai

Abstract

The ice cream industry in India has gained immense popularity, driven by a growing middle class, increased purchasing power, and evolving consumer tastes. In 2023, the Indian ice cream market was valued at USD 3.12 billion and is projected to grow at a CAGR of 13.5% through 2029, according to TechSci. Major players in Mumbai's ice cream market include Amul, HUL, Havmor, Mother Dairy, Naturals Ice Cream, Baskin Robbins, and Wowfills. This research aims to explore the service marketing strategies of Naturals Ice Cream and their impact on customer satisfaction.