CHAPTER-1

INTRODUCTION

INTRODUCTION:

In this research I have surveyed the product performance and buying behavior of two famous

brands of chocolates – Nestle and Cadbury, which are consumed by people of all ages. During

this research I have interacted with people. After this research I came to know how people

perceives these products on the variables like price, quality, advertisement, satisfaction, taste,

packaging, brand loyalty etc. I also came to know which particular brand of chocolate is most

preferred by people of different age groups. In this research I have surveyed that how frequently

and how much chocolate they consume, whether they buy small, big or family pack. Trend of

ongoing changes in their likings has been shown in the report. In this report I have tried to

explain the entire research and facts product wise.

CONSUMER PREFERENCES

All marketing starts with the consumer. So consumer is a very important person to a marketer.

Consumer decides what to purchase, for whom to purchase, why to purchase, from where to

purchase, and how much to purchase. In order to become a successful marketer, he must know

the liking or disliking of the customers. He must also know the time and the quantity of goods

and services, a consumer may purchase, so that he may store the goods or provide the services

according to the likings of the consumers. Gone the days when the concept of market was let the

buyer’s beware or when the market was mainly the seller’s market. Now the whole concept of

consumer’s sovereignty prevails. The manufacturers produce and the sellers sell whatever the

consumer likes. In this sense, “consumer is the supreme in the market”.

As consumers, we play a very vital role in the health of the economy local, national or

international. The decision we make concerning our consumption behavior affect the demand for

the basic raw materials, for the transportation, for the banking, for the production; they effect the

employment of workers and deployment of resources and success of some industries and failures

of others. Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social science, particularly economics. It

assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of

these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide.

More generally, it can be seen as a source of motivation. In cognitive sciences, individual

preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why consumers make buying

decision, but also focuses on how and why consumers make choice of the goods they buy and

their evaluation of these goods after use. So for success of any company or product promotion it

is very necessary to depart its concentration towards consumer preference.

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is

all pervasive in our lives, psychologists do not agree on how learning takes place. How

individuals learn is a matter of interest to marketers. They want to teach consumers in their roles

as their roles as consumers. They want consumers to learn about their products, product

attributes, potential consumers benefit, how to use, maintain or even dispose of the product and

new ways of behaving that will satisfy not only the consumer’s needs, but the marketer’s

objectives.

The scope of my study restricts itself to the analysis of consumer preferences, perception and

consumption of Cadbury and Nestle Chocolates. There are many other brands of chocolates

available but my study is limited to two major players of chocolates leaving behind the others.

The scope of my study is also restricts itself to RAIPUR region only.

CHAPTER- 2

RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This project is based on information

collected from primary sources. After the detailed study, an attempt has been made to present

comprehensive analysis of consumption of Cadbury and nestle chocolates consumed by the

people. The data had been used to cover various aspects like consumption, consumer’s

preference and customer’s satisfaction regarding Cadbury and Nestle chocolates. In collecting

requisite data and information regarding the topic selected, I went to the residents of Ludhiana

and collected the data.

Survey design:

The study is a cross sectional study because the data were collected at a single point of time. For

the purpose of present study a related sample of population was selected on the basis of

convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual consumers were

contacted on the basis of random sampling.

Research Period:

Research work is only carried for 2 or 3 weeks.

Research Instrument:

This work is carried out through self-administered questionnaires. The questions included were

open ended, dichotomous and offered multiple choices.

Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source: The primary data comprises information survey of “Comparative study of

consumer behavior towards Nestle and Cadbury chocolates”. The data has been collected

directly from respondent with the help of structured questionnaires.

Secondary Source: The secondary data was collected from internet, References from Library.

Data Analysis:

The data is analyzed on the basis of suitable tables by using mathematical techniques. The

technique that I have used is bar technique.

OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior towards Nestle and Cadbury

chocolates. Objectives of the study are:

The other objective is to know about the customer satisfaction level associated with the product

and the customer preference level.

To increase customer satisfaction and recapture the market share by fulfilling the customer

needs.

To study the factors affecting the consumption pattern.

LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept

in mind. Nevertheless, despite of fact constraints were at play during the formulation of this

project. The main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample of

consumers was not enough to generalize the findings of the study.

The main source of data for the study was primary data with the help of self-administered

questionnaires. Hence, the chances of unbiased information are less.

People were hesitant to disclose the true facts.

The chance of biased response can’t be eliminated though all necessary steps were taken to avoid

the same people refer to buy big pack of their favorite chocolate, and sometimes some of them

go for small and family pack

CHAPTER-3

COMPANY PROFILE

Chocolate

The very word makes your mouth water.

Chocolate is more than just a food: it’s a state of mind.

History of chocolate:

The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central

America, who first enjoyed “chocolati” a much-prized spicy drink made from roasted cocoa

beans.

Throughout its history, whether as cocoa or drinking chocolate beverage or confectionary treat,

chocolate has been a much sought after food.

First chocolate for eating

Up until this point all chocolate recipes were based on plain chocolate. It was an English doctor,

Sir Hans’s sloane, who- after traveling in south America- focused on cocoa and food values,

bringing a milk chocolate recipe back to England.

The original Cadbury milk chocolate was prepared to his recipe.

Chocolate as we know it

The first mention of chocolate being eaten in solid form is when bakers in England began adding

cocoa powder to cakes in the mid 1600’s. Then in 1828 a Dutch chemist, Johannes van houten,

invented a method of extracting the bitter tasting fat or “cocoa butter” from the roasted ground

beans, his aim was to make the drink smoother and more palatable, however he unknowingly

paved the way for solid chocolate as we know it.

CHOCOLATE PRODUCTION

The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter!

This is why, up to the 18th century some native tribes ate only the sweetish flesh of the cocoa

fruit. They regarded the precious bean as waste or used it, as was the case among the Aztecs, as a

form of currency.

The Varieties:

There are two quite different basic classifications of cocoa, under which

practically all varieties can be categorized: Criollo and Forester cocoas. The

pure variety of the Criollo tree is found mainly in its native Equador and

Venezuela. The seeds are of finer quality than those of the Forastero variety.

The Harvest

Immediately after harvesting, the fruit is treated to prevent it from rotting. At

fermentation sites either in the plantation or at, collecting points, the fruit is

opened.

Fermentation

The fermentation process is decisive in the production of high quality raw cocoa. The technique

varies depending on the growing region.

Drying

After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of

this has to be removed.

What could be more natural than to spread the beans out to dry on the sun-soaked ground or on

mats? After a week or so, all but a small percentage of the water has evaporated.

Cleaning

Before the real processing begins, the raw cocoa is thoroughly cleaned by

passing through sieves, and by brushing. Finally, the last vestiges of wood, jute

fibres, sand and even the finest dust are extracted by powerful vacuum

equipment.

Roasting

The subsequent roasting process is primarily designed to develop the aroma. The entire roasting

process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C,

is carried out automatically.

Crushing and shelling

The roasted beans are now broken into medium sized pieces in the crushing machine.

Blending

Before grinding, the crushed beans are weighed and blended according to special recipes. The

secret of every chocolate factory lies in the special mixing ratios, which it has developed for

different types of cocoa.

Grinding

The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling

equipment and then fed on to rollers where they are ground into a fine paste. The heat generated

by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean)

contained in the beans to melt, producing a thick, liquid mixture.

This is dark brown in color with a characteristic, strong odour. During cooling it gradually sets:

this is the cocoa paste.

At this point the production process divides into two paths, but which soon join again. A part of

the cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes

through various blending and refining processes, during which some of the cocoa butter is added

to it. The two paths have rejoined.

Cocoa Butter

The cocoa butter has important functions. It not only forms part of every recipe,

but it also later gives the chocolate its fine structure, beautiful lustre and delicate,

attractive glaze.

Cocoa Powder

After the cocoa butter has left the press; cocoa cakes are left which still contain a

10 to 20% proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in several

stages and we obtain a dark, strongly aromatic powder, which is excellent for the

preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk are the four

basic ingredients for making chocolate. By blending them in accordance with specific recipes the

three types of chocolate are obtained which form the basis of ever product assortment, namely:

Kneading

In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed

milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and

kneaded.

Rolling

Depending on the design of the rolling mills, three or five vertically mounted steel

rollers rotate in opposite directions. Under heavy pressure they pulverise the tiny

particles of cocoa and sugar down to a size of approx. 30 microns. (One micron is

a thousandth part of a millimetre.)

Conching

But still the chocolate paste is not smooth enough to satisfy our palates. But

within two or three days all that will have been put right. For during this period

the chocolate paste will be refined to such an extent in the conches that it will

flatter even the most discriminating palate.

Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in

which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 °C and, while

being constantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa

butter. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter

taste gradually disappears and the flavor is fully developed. The chocolate no longer seems

sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity, which gives

it its reputation.

CONSUMPTION OF CHOCOLATES IN INDIA

Chocolate consumption in India is extremely low. Per capita consumption is around 160 gms in

the urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even lower.

Chocolates in India are consumed as indulgence and not as a snack food. A strong volume

growth was witnessed in the early 90’s when Cadbury repositioned chocolates from children to

adult consumption. The biggest opportunity is likely to stem from increasing the consumer base.

Leading players like Cadbury and Nestle have been attempting to do this by value for money

offerings, which are affordable to the masses.

NESTLE

Nestlé headquarters in Vevey

Nestle India

Nestle’ India is a subsidiary of Nestle’ S.A. of Switzerland. The company insists on honesty,

integrity and fairness in all aspects of its business and expects the same in its relationships.

Nestle’ Story

Nestlé was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first

product was “Farine Lactée Nestlé”, an infant cereal specially formulated by Henri Nestlé to

provide and improve infant nutrition. From its first historic merger with the Anglo-Swiss

Condensed Milk Company in 1905, Nestlé has grown to become the world’s largest and most

diversified food Company, and is about twice the size of its nearest competitor in the

food and beverage sector.

Nestle’ Brands

Milk Products & Nutrition

Beverages

Prepared Dishes and Cooking Aids

Chocolates & Confectionary

CHOCOLATES & CONFECTIONARY

➢ NESTLÉ KIT KAT

➢ NESTLÉ KIT KAT LITE

➢ NESTLÉ MUNCH

➢ NESTLÉ MUNCH POP CHOC

➢ NESTLÉ MILKYBAR

➢ NESTLÉ MILKYBAR CHOO

➢ NESTLÉ BAR-ONE

➢ NESTLÉ FUNBAR

➢ NESTLÉ Milk Chocolate

➢ POLO

➢ POLO Powermint

➢ NESTLÉ Eclairs

NESTLE KITKAT

NESTLÉ KIT KAT is one of the most successful brands in the world and

every year over 12 billion NESTLÉ KIT KAT fingers are consumed around

the globe.

NESTLE MUNCH

NESTLÉ MUNCH is wafer layer covered with delicious choco layer.

NESTLÉ MUNCH is so crisp, light and irresistible that you just ‘can't stop

Munching.' NESTLÉ MUNCH is the largest selling SKU in the category!

NESTLE MILKY BAR:

NESTLÉ MILKYBAR is a delicious milky treat, which kids love. Relaunched

in January 2006 with a Calcium Rich recipe, NESTLÉ MILKYBAR is a

favorite with parents to treat their kids with.

NESTLE BAR-ONE

is a luscious nougat and caramel with delicious choco layer. NESTLÉ BAR-

ONE constantly reminds you that it is ‘Time for Action'.

NESTLE Milk Chocolate:

NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. Kids just

love it!

Somerdale Factory

CADBURY COMPANY PROFILE:

How Cadbury Chocolate is made

John Cadbury

Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John paste

to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today's standards this

chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for

public tastes.

.A recipe was formulated incorporating fresh milk, and production processes were developed to

produce a milk chocolate 'not merely as good as, but better than' the imported milk chocolate'.

Four years of hard work were invested in the project and in 1905 what was to be Cadbury's top

selling brand was launched.

Three names were considered: Jersey, Highland Milk and Dairy Maid. Dairy Maid became Dairy

Milk, and Cadbury's Dairy Milk, with its unique flavour and smooth creamy texture, was ready

to challenge the Swiss domination of the milk chocolate market.

COMPANY OVERVIEW OF CADBURY INDIA

Cadbury began its operations in 1948 by importing chocolates and then re-packing them before

distribution in the Indian market. After 59 years of existence, it today has five company-owned

manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi

(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The

corporate office is in Mumbai.

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food

Drinks and in the Candy category.

In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over

the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and

Celebrations.

CHOCOLATES

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Eclairs

Gems

DAIRY MILK

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury

Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.

Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

5 STAR

the second largest after Cadbury

Dairy Milk with a market share of 14%, Cadbury 5 Star moves from strength to strength every

year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside,

Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a

high quality & different chocolate eating experience.

PERK

Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk

targeted the casual snacking space that was dominated primarily by chips & wafers.

CELEBRATIONS

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry-

fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5

Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk

chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and

caramels.

TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in five

flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and

Old Jamaica.

CHAPTER-4

DATA ANALYSIS AND INTERPRETATIONS

ANALYSIS OF THE STUDY

LIKING FOR THE CHOCOLATES

1. Do you eat chocolates?

Yes No

Table:1

Liking for the Chocolate Yes No

Number of Respondents 95 5

Chart:1

INTERPETATION:

From the above analysis of the given sample of 100 respondents it is concluded that out of 100

people 95 people likes to eat chocolate while only 5 people don’t prefer to eat chocolate.

DIFFERENT AGE GROUPS

Table:2

AGE GROUPS 0-10 10-20 20-30 ABOVE 30

NUMBER OF

RESPONDENTS

14 42 33 11

Chart:2

INTERPETATION:

According to the above analysis its is concluded that I have surveyed 100 respondents out of

which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.

Que2. Which brand of chocolate do you prefer?

Cadbury Nestle

PREFERENCE ACCORDING TO AGE GROUPS

Table:3

AGE GROUPSBRANDS 0-10 10-20 20-30 ABOVE 30

CADBURY 7 35 24 5

NESTLE 5 6 8 5

NO CONSUMTION 2 1 1 1

Chart:3

INTERPETATION:

According to the above analysis it is concluded that people of different age groups prefer mostly

Cadbury brand of chocolate while Nestle brand is least preferred by the age group between 10-

20. People of age group above 30 equally likes to have both brands.

BRAND PREFERENCE

Table:4

BRANDSPREFERENCE BY CONSUMERS

CADBURY 73

NESTLE 22

Chart:4

INTERPETATION:

From the above analysis of given sample of 93 respondents who eat chocolates it is concluded

that only 22 people prefer to eat Nestle chocolates while 73 people likes to eat Cadbury

chocolates.

Que3. Which sub-brand you have purchased?

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

PURCHASE OF CADBURY CHOCOLATES

Table: 5

CADBURY CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTS

DAIRY MILK69

5 STAR 64

PERK 61

CELEBRATIONS 49

TEMPTATIONS 41

Chart:5

INTERPETATION:

From the above analysis of given sample of 73 respondents who eat Cadbury chocolates it is

concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while Temptation

is least purchased by the people.

PURCHASE OF NESTLE CHOCOLATES

Table:6

NESTLE CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTSKIT KAT 17MUNCH 19MILKY BAR 18BAR- ONE 16MILK CHOCOLATE 11

Chart:6

INTERPETATION:

From the above analysis of given sample of 22 respondents who eat Nestle chocolates it is

concluded that mostly all sub-brands are purchased by people but top most is Munch followed by

Milky Bar and Kit Kat. While surveying we have found that many people are not aware of Milk

Chocolate.

Que4. Rank the sub-brands of chocolates according to your preference? (1 for most

preferred)

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

OVERALL PURCHASE OF CHOCOLATES

Table:7

OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATESSUB-BRANDS PERCENTAGE OF PURCHASEDAIRY MILK 135 STAR 12PERK 11CELEBRATIONS 9TEMPTATIONS 7KIT KAT 10MUNCH 11MILKY BAR 11BAR ONE 9MILK CHOCOLATE 7

Chart:7

INTERPETATION:

From the above analysis it is concluded that overall Dairy Milk is purchased by people followed

by 5 Star while Temptation and Milk Chocolate is least purchased by people

PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES

Table: 8

CADBURY CHOCOLATESSUB- BRANDS GRAND TOTAL

OF

PREFERENCE

AVERAGE

(GRAND TOTAL / No.

OF RESPONDANTS)

RANKS

DAIRY MILK 315 4.3 15 STAR 220 3 2PERK 176 2.4 3CELEBRATIONS 136 1.86 4TEMPTATION 91 1.24 5

INTERPETATION:

According to the above analysis it is concluded that in Cadbury Brand, Dairy milk is the most

preferred sub-brand as it is ranked first by the respondents. While Temptation is the least

preferred sub-brand of Cadbury chocolates.

PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES

Table:9

NESTLE CHOCOLATESSUB- BRANDS GRAND

TOTAL OF

PREFERENCE

AVERAGE

(GRAND TOTAL / No. OF

RESPONDANTS)

RANKS

KIT KAT 70 3.18 1MUNCH 64 2.9 3MILKY BAR 65 2.95 2BAR-ONE 45 2.05 4MILK

CHOCOLATE

30 1.36 5

INTERPETATION:

According to the above analysis it is concluded that in Nestle Brand, Munch is the most

preferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is the least

preferred sub-brand of Cadbury chocolates.

Que5. How much importance do you give to the following factors when you purchase a

chocolate? (Tick in the desired column)

Factors Very

Important

Important Normal Least

Important

None

Flavor/taste

Price

Quality

Packaging

Form

Brand

Image

Color

Shape

Quantity

INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE

Table :10

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE435 4.58 1

PRICE 295 3.1 9

QUALITY 391 4.12 2

PACKAGING 344 3.62 4

FORM 301 3.17 7

BRAND 354 3.73 3

IMAGE 344 3.62 4

COLOR 297 3.13 8

SHAPE 268 2.82 10

QUANTITY 342 3.6 6

INTERPETATION:

According to the above analysis it is concluded that on an average mostly people are influenced

by flavor/taste followed by quality, brand and image. It is surprised to know that very few people

are influenced by price followed by shape of the chocolate.

INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES

Table:11

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE335 4.6 1

PRICE 235 3.2 7

QUALITY 307 4.2 2

PACKAGING 277 3.79 3

FORM 231 3.16 8

BRAND 271 3.71 4

IMAGE 262 3.59 5

COLOR 224 3.07 9

SHAPE 213 2.92 10

QUANTITY262 3.59 5

INTERPETATION:

According to the above analysis it is concluded that on an average mostly people are influenced

by flavor/taste followed by quality, packaging and brand. Here color and shape are not all

influencing people while purchasing Cadbury chocolates.

INFLUENCING FACTORS DURING PURCHASE OF NESTLE CHOCOLATES

Table:12

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE100 4.5 1

PRICE 60 2.72 5

QUALITY 84 3.82 2

PACKAGING 67 3.04 9

FORM 70 3.18 8

BRAND 83 3.77 3

IMAGE 82 3.73 4

COLOR 73 3.32 7

SHAPE 55 2.5 10

QUANTITY 80 3.64 6

INTERPETATION:

According to the above analysis it is concluded that on an average mostly people are influenced

by flavor/taste followed by quality, brand and image. Here packaging and shape are not all

influencing people while purchasing Nestle chocolates.

Que6. How much are you satisfied with the following factors in your preferred chocolate?

(Tick in the desired column)

Factors Very

Satisfied

Satisfied Normal Least

Satisfied

Can’t Say

Flavor/taste

Price

Quality

Packaging

Form

Brand

Image

Color

Shape

Quantity

FACTORS GIVING MOST SATISFACTION TO CONSUMERS

OVERALL

Table:13

FACTORS GRAND TOTAL AVERAGERANK

FLAVOR/TASTE427 4.81 1

PRICE 337 3.6 4

QUALITY 367 3.86 2

PACKAGING 338 3.56 5

FORM 332 3.49 7

BRAND 358 3.77 3

IMAGE 328 3.45 9

COLOR 332 3.49 7

SHAPE 335 3.52 6

QUANTITY328 3.45 9

INTERPETATION:

According to the above analysis it is concluded that on an average people are most satisfied with

the flavor/taste of a chocolate followed by quality and brand. It is surprising to know that

although people are satisfied with quality but unsatisfied with the quantity.

IN CADBURY CHOCOLATE

Table:14

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE334 4.6 1

PRICE 269 3.68 5

QUALITY 282 3.86 2

PACKAGING 272 3.73 4

FORM 264 3.62 6

BRAND 282 3.86 2

IMAGE 247 3.38 10

COLOR 259 3.55 7

SHAPE 258 3.53 8

QUANTITY 255 3.49 9

INTERPETATION:

According to the above analysis it is concluded that on an average people are most satisfied with

the flavor/taste of a chocolate followed by quality and brand. It is surprising to know that

although people are satisfied with quality but unsatisfied with the quantity and image.

IN NESTLE CHOCOLATE

Table:15

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE93 4.2 1

PRICE 68 3.09 8

QUALITY 85 3.86 2

PACKAGING 66 3 10

FORM 68 3.09 8

BRAND 76 3.45 5

IMAGE 81 3.68 3

COLOR 73 3.32 6

SHAPE 77 3.5 4

QUANTITY 73 3.32 6

INTERPETATION:

According to the above analysis it is concluded that on an average people are most satisfied with

the flavor/taste of a chocolate followed by quality and image. It is surprising to know that

although people are satisfied with quality but unsatisfied with the form and packaging.

Que9.Which of these factors affects your purchase?

Advertisement

Suggestion from friends and relatives

Attractive Display

Doctors Advice

Brand Ambassadors

Ingredients

FACTORS AFFECTING PURCHASE

Table:16

FACTORS NUMBER OF

RESPONDENTSADVERTISEMENT 65SUGGESTION FROM FRIENDS AND

RELATIVES

16

ATTRACTIVE DISPLAY 11DOCTORS ADVICE 15BRAND AMBASSADORS 9INGREDIENTS 25

Chart: 11

INTERPETATION:

According to the above analysis it is concluded that Advertisement is the best measure to attract

customers to purchase more. Its impact is much more than other factors. While friends and

relatives and brand ambassadors also play a significant role in this regard.

Que10. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

MEDIA OF ADVERTISEMENT

Table:17

MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTSTELEVISION 82NEWSPAPERS 7BROCHURES 3HOARDING 4DISPLAY 15

Chart:12

INTERPETATION:

According to the above analysis it is concluded that television emerges as the best media for

advertisement of chocolates that compel consumers to buy. It is much more than other ways as

out of 95 respondents 82 are attracted to by through television media while brochures are the

least attracting media.

Que12. How frequently do you purchase chocolates?

Once in a fortnight Daily

Weekly Monthly

Quarterly

FREQUENCY OF CONSUMPTION

Table:18

FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTSONCE IN A FORTNIGHT 16DAILY 17WEEKLY 39MONTHLY 18QUARTERLY 5

Chart:13

INTERPETATION:

According to the above analysis it is concluded that mostly people purchase chocolates weekly.

Only 15 out of 95 purchase chocolates quarterly.

Que13. What according to you is the reasonable price of chocolate?

Below5 5-10 10-20

20.30 Above 30

REASONABLE PRICE

Table:19

PRICE OF CHOCOLATE NUMBER OF RESPONDENTSBELOW 5 65-10 2310-20 5120-30 4ABOVE 30 11

Chart: 14

INTERPETATION:

According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the

reasonable price of a chocolate. So it must be worthwhile to know this as it may effect the sale of

chocolates.

CONSUMER’S BRAND LOYALTY

Table:20

BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTSPOSTPONE YOUR PURCHASE 26SWITCH OVER TO OTHER BRANDS 24GO TO OTHER SHOP FOR SEARCH

OF PREFERED BRAND

45

Chart:15

INTERPETATION:

According to the above analysis it is concluded that mostly people are loyal to the brand as in the

absence of availability of their preferred brand mostly people like to search for it or they are

ready to postpone their purchase

FINDINGS

CONSUMER RESEARCH:

Consumer research deals with consumer and their problems and solution to the problems. In this

I came to know about the consumers need and expectation levels regarding products and

ascertainable levels of consumer satisfaction.

PRODUCT RESEARCH:

Under product research I came to know about the modification which consumers wants as to the

quality, packing, shape, color, and quantity etc of their favorite chocolate.

PRICING RESEARCH:

This includes ability to consume, to pay for the product, how much a person can spend on

his/her favorite chocolate. In this I have tried to find out consumer’s price expectations and

reactions.

ADVERTISING RESEARCH:

Under this I have concluded that whether the advertisement appeals the consumers or not. This

also includes evaluating and selecting the proper media-mix and measuring advertising

effectiveness.

SUGGESTIONS AND RECOMMENDATIONS

Company should concentrate more on television for advertisement, as mostly people get

attracted through television only.

For promotional offers, company should go for free gifts rather than going for other ways.

Nestle company should concentrate on its packing as people are least satisfied with it while

Cadbury should concentrate on the shape of a chocolate.

People are unsatisfied with the price and quantity of chocolate so companies should concentrate

in this regard also

CHAPTER-5

CONCLUSIONS AND SUGGESTION

CONCLUSION

A survey of the people has been conducted to know the liking pattern of the two products

Cadbury and Nestle. It is observed that overall people like to eat Cadbury brand rather than

Nestle. It is concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste,

quality and image and due to its hard form. Some people often like to have a chocolate with good

flavor, quality and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its

taste and crunchiness.

SUGGESTION

➢ Company should concentrate more on television for advertisement, as mostly people get

attracted through television only.

➢ For promotional offers, company should go for free gifts rather than going for other

ways.

➢ Nestle company should concentrate on its packing as people are least satisfied with it

while Cadbury should concentrate on the shape of a chocolate.

➢ People are unsatisfied with the price and quantity of chocolate so companies should

concentrate in this regard also.

QUESTIONNAIRE

PROJECT REPORT ON CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES

PERSONAL DETAILS

Name:Address:

Age:

Gender:

Education:

Profession:

Que1. Do you eat chocolate?Yes No

Que2. Which brand of chocolate do you prefer?

Cadbury Nestle

Que3. Which sub-brand you have purchased?

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

Que4. Rank the sub-brands of chocolates according to your preference? (1 for most

preferred)

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

Que5. How much importance do you give to the following factors when you purchase a

chocolate? (Tick in the desired column)

Factors Very Important Normal Least None

Important Important

Flavor/taste

Price

Quality

Packaging

Form

Brand

Image

Color

Shape

Quantity

Que6. How much are you satisfied with the following factors in your preferred chocolate?

(Tick in the desired column)

Factors Very

Satisfied

Satisfied Normal Least

Satisfied

Can’t Say

Flavor/taste

Price

Quality

Packaging

Form

Brand

Image

Color

Shape

Quantity

Que7.Which of these factors affect your purchase?

Advertisement

Suggestion from friends and relatives

Attractive Display

Doctors Advice

Brand Ambassadors

Ingredients

Que8. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

Que9. How frequently do you purchase chocolates?

Once in a fortnight Daily

Weekly Monthly

Quarterly

Que11. What according to you is the reasonable price of chocolate?

Below5 5-10 10-20

20.30 Above 30

BIBLIOGRAHY

➢ http://www.cadburyindia.com

➢ http://www.nestle.com

➢ http://www.google.com

➢ http://www.cadbury.co.nz/carnival/index.htm

➢ http://www.chocolatereview.co.uk

➢ http://en.wikipedia.org/wiki/preference