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MALWA INSTITUTE OF SCIENCE AND
TECHNOLOGY
INDORE
(SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF
MASTER OF BUSINESS ADMINISTRATION AWARDED BY DEVI
AHILYA VISHVAVIDHYALAYA, INDORE)
A
MAGER RESEARCH PROJECT
ON
A COMPARATIVE STUDY OF COSTOMER SATISFACTIONTOWADS CADBURY AND NESTLE CHOCOTATE AMONG YOUTH
OF INDORE
MBA IV SEM
Project Guide Submitted By
Prof. SHANTANU VERMA DEVENDRA KU. TEMBHARE
MBA 4TH SEM.
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DECLARATION
Hereby declare that the project report entitled A COMPARATIVE STUDY
OF CUSTOMER SATISFACTION TOWARDS NESTLE AND CADBURY
CHOCOLATE AMONG YOUTH OF INDORE submitted for the degree of
Master of Business Administration, is my original work and the project report
has not formed the basis for the award of any diploma, degree, associate ship,
fellowship or similar other titles. It has not been submitted to any other
university or institution for the award of any degree or diploma.
Place:
Date: DEVENDRA KU. TEMBHARE
MBA-4th
SEM
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CERTIFICATE
This is to be certified that Mr.Devendra kumar tembhare S/O Shri.S.L.Tembhare has carried out the work submitted in this dissertation entitledA COMPARATIVE STUDY OF CUSTOMER SATISFACTIONTOWARDS CADBURY & NESTLE CHOCOLATE AMONG YOUTH
OF INDORE the work has been done under my supervision and to myentire satisfaction. The work is original and satisfactory for the compulsoryfulfillment of MBA (FT) of Malwa institute of science and technology Indore.
I wish him all the success in life
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ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine
can substitute which is possible while working in real situations. Application oftheoretical knowledge to practical situations is the bonanzas of this survey.
Without a proper combination of inspection and perspiration, its not easy to
achieve anything. There is always a sense of gratitude, which we express to
others for the help and the needy services they render during the different
phases of our lives. I too would like to do it as I really wish to express mygratitude toward all those who have been helpful to me directly or indirectly
during the development of this project.
First of all I wish to express my profound gratitude and sincere thanks to my
esteemed learned Director B.B. GUPTA, who allowed me to conduct the
survey.
I would like to thank my professor SHANTANU VERMA.was always there to
help and guide me when I needed help. His perceptive criticism kept me
working to make this project more full proof. I am thankful to him for his
encouraging and valuable support. Working under him was an extremely
knowledgeable and enriching experience for me. I am very thankful to him for
all the value addition and enhancement done to me.
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TABLE OF CONTENTS
CHAPTER
NUMBER
CHAPTER NAME CONTENTS PAGE
NUMBER
I INTRODUCTION TO THESTUDY
INTRODUCTION 7
CONSUMER PREFERENCE 8
SCOPE OF THE STUDY 9
LIMITATIONS OF THE
STUDY
10
II INTRODUCTION OF
CHOCOLATE ANDCOMPANYS PROFILE
HISTORY OF CHOCOLATE 12
CHOCOLATE
PRODUCTION
17
CONSUMTION OF
CHOCOLATE IN INDIA
21
NESTLES PROFILE 22
CADBURYS PROFILE 27III LITRETURE REVIEW LITRETURE REVIEW 34
RATONALE 36
OBJECTIVE OF THE
STUDY
37
IV RESEARCH METHODOLOGY 38
V ANALYSIS &FINDING ANALYSIS 41
FINDINGS 71
CONCLUSION 72
SUGGESTIONS &
RECOMMENDATIONS
73
VI REFERENCES BIBLIOGRAPHY 75
WEBLIOGRAPHY 76
VI ANNEXURE QUESTIONNAIRE 78
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CHAPTER: I
INTRODUCTION TO THE STUDY
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INTRODUCTION
In this research I have survey the product performance and customer satisfaction of two
famous brands of chocolates Nestle and Cadbury, which are consumed by youth. During
this research I have interacted with people of INDORE. 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 . In this research I have surveyed
that how frequently and how much chocolate they consume, whether they buy small, big orfamily 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.
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CUSTOMER PREFERENCE
All marketing starts with the customer. So customer is a very important person to a marketer.
Customer 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 customer may purchase, so that he may store the goods or provide the
services according to the likings of the customers. Gone are the days when the concept of
market was let the buyers beware or when the market was mainly the sellers market. Now
the whole concept of customers sovereignty prevails. The manufacturers produce and the
sellers sell whatever the customer likes. In this sense, customer is the supreme in the
market.
As customers, 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 sciences, 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 customer preference not only focuses on how and why customers make
buying decision, but also focuses on how and why customers make choice of the goods theybuy and their evaluation of these goods after use.
http://en.wikipedia.org/wiki/Taste_%28sociology%29http://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Taste_%28sociology%29 -
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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 cant be eliminated though all necessary steps were
taken to avoid the same.
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CHAPTER:II
INTRODUCTION OF
CHOCOLATE AND COMPANYPROFILE
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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.
The Aztec empire
Chocolate(in the form of a luxury drink) was consumed in large quantities by theaztecs: the drink was described as finely ground, soft, foamy, reddish, bitter with chilli
water, aromatic flowers, vanilla and wild bee honey.
The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain supplies
of cocoa beans from tribute or trade
Don CortesThe Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a
powerful empire, and the Spanish armies conquered Mexico. Don Cortes was made captaingeneral and governor of Mexico.
When he returned to Spain in1528 he loaded his galleons with cocoa beans and equipment
for making the chocolate drink. Soon chocolate became a fashionable drink enjoyed by the
rich in Spain.
Chocolate across EuropeAn Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. He had
visited Central America and seen how the Indians prepared the cocoa beans and how theymade the drink, and by 1606 chocolate was well established in Italy
Drinking chocolateThe secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 of
Spain married king Louis 13 of France
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The French court enthusiastically adopted this new exotic drink, which was considered to
have medicinal benefits as well as being a nourishing food. Gradually the custom of drinking
chocolate spread across Europe, reaching England in the 1650s
First chocolate for eatingUp until this point all chocolate recipes were based on plain chocolate. It was an English
doctor, sir Hanss 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.
History:The earliest record of chocolate was over fifteen hundred years ago in the central America
rain forests, where the tropical mix of high rain fall combined with high year round
temperatures and humidity provide the ideal climate for cultivation of the plant from which
chocolate is derived, the cacao tree.
Chocolate is made from the cocoa bean, found in pods growing from the trunk and lower
branches of the cacao tree, Latin name theobroma cacao meaning food of the gods
Cacao was corrupted into the more familiar cocoa by the early European explorers. The
Maya brewed a spicy, bittersweet drink by roasting and pounding the seeds of the cacao tree
with maize and capsicum peppers and letting the mixture ferment. This drink was reserved
for use in ceremonies as well as for drinking by the wealthy and religious elite; they also ate
cacao porridge.
The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from
the raw beans, which again featured prominently in ritual and as a luxury available only to
the very wealthy. The Aztecs called this drink xocolatl, the Spanish conquistadors found this
almost impossible to pronounce and so corrupted it to the easier chocolat the English
further changed this to chocolate.
The Aztecs regarded chocolate as an aphrodisiac and their emperor, Montezuma reputedly
drank it fifty times a day from a golden goblet and is quoted as saying of xocolatl: the
divine drink, which builds up resistance and fights fatigue. A cup of this precious drink
permits a man to walk for a whole day without food
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Chocolate in EuropeXocolatl! or chocolat or chocolate as it became known, was brought to Europe by Cortez, by
this time the conquistadors had learned to make the drink more palatable to European tastes
by mixing the ground roasted beans with sugar and vanilla ( a practice still continued today),
thus offsetting the spicy bitterness of the brew the Aztecs drank.
The first chocolate factories opened in Spain, where the dried fermented beans brought back
from the new world by the Spanish treasure fleets were roasted and ground, and by the early
17th century chocolate powder from which the European version of the drink was made-
was being exported to other parts of Europe. The Spanish kept the source of the drink- the
beans- a secret for many years, so successfully in fact, that when English buccaneers boarded
what they thought was a Spanish treasurer galleon in 1579, only to find it loaded with what
appeared to be dried sheeps droppings, they burned the whole ship in frustration. If only
they had known, chocolate was so expensive at that time , that it was worth its weight in
silver ( if not gold), chocolate was treasure indeed !
Within a few years, the cocoa beverage made from the powder produced in Spain had
become popular throughout Europe, in the Spanish Netherlands, Italy, France, Germany and
in about 1520it arrived in England.
The first chocolate house in England opened in London in 1657 followed rapidly by many
others. Like the already well established coffee houses, they were used as clubs where the
wealthy and business community met to smoke a clay pipe of tobacco, conduct business and
socialize over a cup of chocolate.
Back to the AmericasEvents went full circle when English colonists carried chocolate (and coffee) with them to
Englands colonies in north America. Destined to become the united states of America and
Canada, they are now the worlds largest consumers by farof both chocolate and coffee,
consuming over half of the words total production of chocolate alone.
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The QuakersThe Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans of
English civil war and pilgrim fathers fame and a history of chocolate would not be completewithout mentioning their part in it. Some of the most famous names in chocolate were
Quakers, who for centuries held a virtual monopoly of chocolate making in the English
speaking worldfry, Cadbury and row tree are probably the best known.
Its probably before the time of the English civil war between parliament and king Charles 1st
that the Quakers who evolved from the puritans, first began their historic association with
chocolate. Because of their pacifist religion, they were prohibited from many normal business
activities, so as an industrious people with a strong belief in the work ethic (like the puritans),they involved themselves in food related businesses and did very well. Baking was a common
occupation for them because bread was regarded as the biblical staff of life, and bakers in
England were the first to add chocolate to cakes so it would be a natural progression for them
to start making pure chocolate. They were also heavily involved in breakfast cereals but
thats another story.
What is certain is that the fry, row tree and Cadbury families in England among others, began
chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol, England) is
credited with producing and selling the worlds first chocolate bar. Frys have now all but
disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle, to
form the largest chocolate manufacturer in the world. Cadbury have stayed with chocolate
production and are now, if not quite the largest, probably one of the best-known chocolate
makers in the world.
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Chocolate as we know itThe first mention of chocolate being eaten in solid form is when bakers in England began
adding cocoa powder to cakes in the mid 1600s. 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 makethe drink smoother and more palatable, however
he unknowingly paved the way for solid chocolate as we know it.
Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England
mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to
produce the first solid chocolate bar then in1875 a Swiss manufacturer,
Daniel peters, found a way to combine (some would say improve, some would say ruin)
cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk
chocolate.
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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.
TheVarieties
There are two quite different basic classifications of cocoa, under which
practically all varieties can be categorized: Criollo and Forastero 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.
They have a particularly fine, mild aroma and are, therefore, used only in the production of
high-quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of
the world crop. The remaining 90% is harvested from trees of the Forastero family, with its
many hybrids and varieties. The main growing area is West Africa. The cocoa tree can
flourish only in the hottest regions of the world.
TheHarvest
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.
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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.
Crushingandshelling
The roasted beans are now broken into medium sized pieces in the crushing machine.
BlendingBefore 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 heatgenerated 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.
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CocoaButter
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:
KneadingIn 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.)
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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 thatit 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.
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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 90s 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.
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NESTLE
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 India- Presence Across India
Beginning with its first investment in Moga in 1961, Nestls regular and substantial
investments established that it was here to stay. In 1967, Nestl set up its next factory at
Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea.
The Nanjangud factory (Karnataka), became operational in 1989, the Samalkha factory
(Haryana), in 1993 and in 1995 and 1997, Nestl commissioned two factories in Goa at
Ponda and Bicholim respectively. Nestl India is now putting up the 7th factory at Pant Nagar
in Uttaranchal.
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Nestle Story
Nestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first
product was Farine Lacte Nestl, an infant cereal specially formulated by Henri Nestl to
provide and improve infant nutrition. From its first historic merger with the Anglo-SwissCondensed Milk Company in 1905, Nestl has grown to become the worlds largest and most
diversified food Company, and is about twice the size of its nearest competitor in the
food and beverage sector.
Nestls trademark of birds in a nest, derived from Henri Nestls personal coat of
arms, evokes the values upon which he founded his Company. Namely, the values of
security, maternity and affection, nature and nourishment, family and tradition. Today, it is
not only the central element of Nestls corporate identity but serves to define the Companys
products, responsibilities, business practices, ethicsand goals.
In 2004, Nestl had around 247,000 employees worldwide, operated 500
factories in approx. 100 countries and offered over 8,000 products to millions of consumers
universally. The Companys transparent business practices, pioneering environment policy
and respect for the fundamental values of different cultures have earned it an enviable place
in the countries it operates in. Nestls activities contribute to and nurture the sustainable
economic development of people, communities and nations. Above all, Nestl is dedicated to
bringing the joy of Good Food, Good Life to people throughout their lives, throughout the
world.
Nestle Brands
Milk Products & Nutrition
Beverages
Prepared Dishes and Cooking Aids
Chocolates & Confectionary
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MILK PRODUCTS AND NUTRITION:
NESTL EVERYDAY Dairy Whitener
NESTL EVERYDAY Slim
NESTL EVERYDAY Ghee
NESTL MILKMAID
NESTL Fresh 'n' Natural Dahi
NESTL Fresh 'n' Natural Slim Dahi
NESTL Jeera Raita
NESTL MILKMAID Fruit yoghurt
NESTL Milk
NESTL Slim Milk
BEVERAGES:
NESCAF CLASSIC
NESCAF SUNRISE
NESTL MILO
NESCAF 3 in 1
NESCAF Koolerz
PREPARED DISHES AND COOKING AIDS
MAGGI 2-MINUTE Noodles
MAGGI Vegetable Atta Noodles
MAGGI Dal Atta Noodles
MAGGI Rice Noodles Mania
MAGGI Sauces
MAGGI Pizza Mazza
MAGGI Healthy Soups
http://www.nestle.in/MilkProduct.aspx?OB=1&id=42http://www.nestle.in/MilkProduct.aspx?OB=1&id=41http://www.nestle.in/MilkProduct.aspx?OB=1&id=43http://www.nestle.in/MilkProduct.aspx?OB=1&id=44http://www.nestle.in/MilkProduct.aspx?OB=1&id=46http://www.nestle.in/MilkProduct.aspx?OB=1&id=47http://www.nestle.in/MilkProduct.aspx?OB=1&id=48http://www.nestle.in/MilkProduct.aspx?OB=1&id=102http://www.nestle.in/MilkProduct.aspx?OB=1&id=49http://www.nestle.in/MilkProduct.aspx?OB=1&id=50http://www.nestle.in/Beverages.aspx?OB=2&id=21http://www.nestle.in/Beverages.aspx?OB=2&id=22http://www.nestle.in/Beverages.aspx?OB=2&id=23http://www.nestle.in/Beverages.aspx?OB=2&id=51http://www.nestle.in/Beverages.aspx?OB=2&id=54http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=31http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=32http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=55http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=106http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=33http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=104http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=34http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=34http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=104http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=33http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=106http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=55http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=32http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=31http://www.nestle.in/Beverages.aspx?OB=2&id=54http://www.nestle.in/Beverages.aspx?OB=2&id=51http://www.nestle.in/Beverages.aspx?OB=2&id=23http://www.nestle.in/Beverages.aspx?OB=2&id=22http://www.nestle.in/Beverages.aspx?OB=2&id=21http://www.nestle.in/MilkProduct.aspx?OB=1&id=50http://www.nestle.in/MilkProduct.aspx?OB=1&id=49http://www.nestle.in/MilkProduct.aspx?OB=1&id=102http://www.nestle.in/MilkProduct.aspx?OB=1&id=48http://www.nestle.in/MilkProduct.aspx?OB=1&id=47http://www.nestle.in/MilkProduct.aspx?OB=1&id=46http://www.nestle.in/MilkProduct.aspx?OB=1&id=44http://www.nestle.in/MilkProduct.aspx?OB=1&id=43http://www.nestle.in/MilkProduct.aspx?OB=1&id=41http://www.nestle.in/MilkProduct.aspx?OB=1&id=42 -
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CHOCOLATES & CONFECTIONARY
NESTL KIT KAT
NESTL KIT KAT LITE
NESTL MUNCHNESTL MUNCH POP CHOC
NESTL MILKYBAR
NESTL MILKYBAR CHOO
NESTL BAR-ONE
NESTL FUNBAR
NESTL Milk Chocolate
POLO
POLO Powermint
NESTL Eclairs
NESTLEKITKAT
are crisp wafer fingers covered with choco layer. NESTL KIT KAT has a uniquefinger format with a breaking' ritual attached to it.
NESTL KIT KAT is one of the most successful brands in the world and every year
over 12 billion NESTL KIT KAT fingers are consumed around the globe. NESTLE
MUNCH
NESTL MUNCH is wafer layer covered with delicious choco layer. NESTL MUNCH is
so crisp, light and irresistible that you just can't stop Munching.' NESTL MUNCH is the
largest selling SKU in the category!
http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=4http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=103http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=5http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=107http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=52http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=3http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=6http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=101http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=7http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=8http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=53http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=10http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=10http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=53http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=8http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=7http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=101http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=6http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=3http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=52http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=107http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=5http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=103http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=4 -
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NESTLE MILKY BAR:
NESTL MILKYBAR is a delicious milky treat, which kids love. Relaunched in January
2006 with a Calcium Rich recipe, NESTL MILKYBAR is a favorite with parents to treat
their kids with.
NESTLE BAR-ONE
is a luscious nougat and caramel with delicious choco layer. NESTL BAR-ONE constantly
reminds you that it is Time for Action'.
NESTLE Milk Chocolate:
NESTL Milk Chocolateis a milk chocolate with a delicious taste. Kids just love it!
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CADBURY
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.
There was a great deal of competition from continental manufacturers, not only the
French,but also the Swiss, renowned for their milk chocolate.
Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. A
considerable amount of time and money was spent on research and on new plant designed to
produce the chocolate in larger quantities.
A recipe was formulated incorporating fresh milk, and production processes were developedto 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.By 1913 Dairy Milk had become the company's best selling line and in the mid
twenties Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever
since.
http://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco1.asp -
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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 leadershipover the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, clairs and
Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand
share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold
standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the
Indian consumer.In the Milk Food drinks segment their main product is Bournvita - the
leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category
Halls is the undisputed leader.The Cadbury India Brand Strategy has received consistent
support through simple but imaginative extensions to product categories and distribution. A
good example of this is the development of Bytes. Crispy wafers filled with coca cream in the
form of a bagged snack, Bytes is positioned as "The new concept of sweet snacking". It
delivers the taste of chocolate in the form of a light snack, and thus heralds the entry of
Cadbury India into the growing bagged Snack Market, which has been dominated until now
by Salted Bagged Snack Brands. Bytes was first launched in South India in 2003.
http://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco1.asp -
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Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems
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DAIRY MILK
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the
journey with chocolate lovers in India began in 1948.
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.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate
with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful
combination of milk chocolate and white chocolate. Giving consumers an exciting reason to
keep coming back into the fun filled world of Cadbury.
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.
One of the key properties that Cadbury 5 Star was associated with was its classic Gold
colour. And through the passage of time, this was one property that both, the brand and the
consumer stuck to as a valuable association.
More recently, to give consumers another reason to come into the Cadbury 5 Star fold,
Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now available
with a dash of rice crispies.
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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. With
the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk
unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of 'Real
Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible
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.The super premium Celebrations Rich Dry Fruit
Collection which is a festive offering is an exotic range of chocolate covered dry fruits and
nuts in variousflavours and the premium dark chocolate range which is exotic dark chocolatein luscious flavours.
TEMPTATION
Cadbury Temptations is a range of delicious premium chocolate in fiveflavours.
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CHAPTER:III
LITRETURE REVIEW
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REVIEW OF LITERATURE
The first step in the research process was to perform comprehensive secondary research.The available literature to explore prior studies related to the project topic wasreviewed. In this project A Comparative Study of Customer Satisfaction towards
Cadbury and Nestle chocolate among youth of indore is considered. This gave abroader perspective to the issues pertaining to this topic and the concerns that were tobe addressed.
The Role of Media on Consumer Brand Choice A Case Study ofChocolate Industry
When the rapid growth of various brands in India has led to a tight competition andconsumers are faced with brand choice in the market, it becomes necessary for manufacturersto understand the major factors attracting buyers to his own brand. In this research paperFazlollah Kazemi and Malihe Esmaeili, Department of Management Sciences,
University of Pune, India surveyed of 538 randomly selected consumers of Pune/Indiaexamined the role played by media on consumer brand choice of Cadbury Dairy Milk(chocolate brand). Results revealed that the age group of consumers does not have significanteffect on reception of advertizing by Cadbury Dairy Milk. It also shows that 37.7% of theconsumers prefer Cadbury Dairy Milk more than other brands of chocolate. The major reasonfor brand preference is advertisement (52.6%). TV advertising was most preferred by78.8%of the respondents of all the media used. High preference for advertisement is highlighted forcompanies that want to not only retain their market but to increase their market share.
Study on the effects of dark chocolate
In this study efforts have been made by HERSHEY, Pa. (Business Wire EON) whichshows that Dark chocolate has come to be recognized for its flavanol antioxidant benefits, buta new study, conducted by the Yale-Griffin Prevention Research Center, has uncovered animportant link to its vascular health benefits. The study, which used Hersheys Extra DarkChocolate, reported that dark chocolate has a positive impact on blood pressure and bloodvessel function. The studys release comes on the heels of Hersheys Extra Dark Chocolate, arich dark chocolate featuring 60 percent cacao, earning renowned health and fitness expertBob Greenes Best Life seal of approval the first chocolate bar to earn that distinction.
A Study on the Indian chocolate Industry
In this study Shaharu banu s, Bangalore have identified that the size of the market forchocolates in India was estimated at 30,000 tones in 2008. Bars of moulded chocolates (likedairy milk, truffle, amul, milk chocolate, nestle premium, and nestle milky bar (comprise thelargest segment, accounting for 37% of the total market in terms of volume. The countsegment (which as brands such as 5 star, perk, kitkat and picnic) is the next biggest segment,accounting for 30% of the total chocolate market. The count segment has been growing at afaster pace during the last three years driven by growth in perk and kitkat volumes. Waferchocolates such as kit kat and perk also belong to this segment. Panned chocolates accountsfor 10% of the total market. The chocolate market is primarily dominated by cadbury andnestle, together accounting for 90% of the market.
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A research study on chocolate consumption in India in relation
to Cadbury and Nestle
In this study Shaharu banu s, Bangalore focused on the Indian chocolate industry andshows that theIndian chocolate industry produces over 30,000 tones ofchocolate products in
year. The most important players in the Indian chocolate market are Cadbury and Nestle,now Amul is also emerging as one of the major players in the market. Today Cadbury andNestle cater to the majority of the customers due to their strong image and deep penetrationinto the world market. A research has been conducted to find out the customers attitudetowards chocolates inIndia in relation to Cadbury andNestle.
Product Development Decisions: A Review of the Literature
According to V. Krishnan and Karl T. Ulrich, The University of Texas at Austin had
defined as the transformation of a market opportunity into a product available for sale. Theirreview is broad, encompassing work in the academic fields of marketing, operationsmanagement, and engineering design. The value of this breadth is in conveying the shape ofthe entire research landscape. They focus on product development projects within a singlefirm and also devote attention to the development of physical goods, although much of thework describe applies to products of all kinds. They look inside the black box of productdevelopment at the fundamental decisions that are made by intention or default. In doing so,they adopt the perspective of product development as a deliberate business process involvinghundreds of decisions, many of which can be usefully supported by knowledge and tools.
http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.html -
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RATIONALE
This study is conducted to get an insight into the product performance and satisfaction ofcustomers (youth) towards purchasing of two famous brands of chocolates Nestle andCadbury, which are consumed by youth of Indore. It also helps in identifying the various
factors which are considered by the customer during purchasing of a branded chocolate.
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OBJECTIVES OF THE STUDY
This project is based on the comparative study of customer satisfaction towards Cadbury and
Nestle chocolate among youth of Indore. Objectives of the study are:
To identify the various factors, which are showing the impact onconsumer buying behavior of youths towards NESTLE & CADBURY.
How youths are making comparison between the products of NESTLE &CADBURY ( on what parameters).
To compare the customer satisfaction level of youths buying Nestle and Cadbury.
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CHAPTER:IV
RESEARCH METHODOLOGY
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Data Collection
The data, which is going to be collected for the purpose of this study, are divided into:
Primary Source: The primary data comprises information survey of
Comparative study of consumer behavior towards Nestle and Cadburychocolates. The data shall be collected directly from the respondent with the
help of structured questionnaires.
Secondary Source: The secondary data shall be collected from internet and
references from the Library.
Data AnalysisThe data shall be analyzed on the basis of suitable tables by using mathematical techniques.
The technique that will be used is the tabulation technique, which shall include bar graphs
and charts.
Sample Design:
SAMPLE SIZE: 100 respondents will be selected.
SAMPLING METHOD: Conveniece sampling method
USE
Use when you are unable to access a wider population, for example due to time or cost
constraints.
METHOD
Convenience sampling selects a particular group of people but it does not come close to
sampling all of a population. Researchers want to study the effectiveness of a diversion
program for preventing further criminal activity among first-time juvenile offenders. Many
cities across the nation have such programs but the researchers study the program in their
city. The sample would generalize only to similar programs in similar cities. Convenience
sampling is widely used in student research projects.
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CHAPTER:V
ANALYSIS & FINDING
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DIFFERENT AGE GROUPS
Table:1AGE GROUPS 15-20 20-25 25-30
NUMBER OF
RESPONDENTS
06 73 17
PERCENTAGE OF AGE 6% 73% 17%
Chart:1
According to the above analysis it is concluded that I have surveyed 100 respondents out of
which 06, 73, 17 belongs to age group 15-20, 20-25, 25-30 respectively.
15-20, 6, 6%
20-25, 73, 76%
25-30, 17, 18%
15-20
20-25
25-30
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REASONABLE PRICE
Table:2
PRICE OF CHOCOLATE NUMBER OF RESPONDENTS
BELOW 5 12
5-10 20
10-20 28
20-30 28
ABOVE 30 08
Chart: 2
According to the above analysis it is concluded that the consumer thinks 10-20&20-30 Rs
Both the reasonable price of a chocolate. So it must be worthwhile to know this as it may
effect the sale of chocolates.
0
5
10
15
20
25
30
below5 5,10 10,20 20,30 30above
12
20
28 28
8
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FORM PREFERENCE
Table:3
FORM OF CHOCOLATENUMBER OFRESONDENTS
HARD 11
NUTTIES 27
CRUNCHY 51
CHEW 11
Chart:3
According to the above analysis it is concluded that most of the people likes to eat crunchy
form of a chocolate is least preferred.
Hard, 11, 11%
Nutties, 27, 27%
Crunchy, 51, 51%
Chew, 11, 11%
Hard
Nutties
Crunchy
Chew
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BRAND PREFERENCE
Table:4
BRANDS PREFERENCE BY CONSUMERSCADBURY 84
NESTLE 16
Chart:4
From the above analysis of given sample of 100 respondents who eat chocolates it is
concluded that only 16 people prefer to eat Nestle chocolates while people likes to eat
Cadbury chocolates.
84, 84%
16, 16%
Cadbury
Nestle
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PURCHASE OF CHOCOLATES
PURCHASE OF CADBURY CHOCOLATES
Table:5CADBURY CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS
DAIRY MILK55
5 STAR 05
PERK 14
CELEBRATIONS 08
TEMPTATIONS 04
Chart:5
From the above analysis of given sample of 84 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.
0
10
20
30
40
50
60
Dairy milk 5 star Perk Celibration Temptation
55
5
14
84
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PURCHASE OF NESTLE CHOCOLATES
Table:6
NESTLE CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTSKIT KAT 06
MUNCH 02
MILKY BAR 01
BAR- ONE 04
MILK CHOCOLATE 03
Chart:6
From the above analysis of given sample of 15 respondents who eat Nestle chocolates it is
concluded that mostly all sub-brands are purchased by people but top most is KitKat. While
surveying we have found that many people are not aware of Milky bar.
0
1
2
3
4
5
6
KitKat Munch Milky Bar Bar One Milk
chocolate
6
2
1
4
3
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OVERALL PURCHASE OF CHOCOLATES
Table:7
OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES
SUB-BRANDS PERCENTAGE OF PURCHASE
DAIRY MILK 55
5 STAR 05
PERK 13
CELEBRATIONS 08
TEMPTATIONS 04
KIT KAT 06
MUNCH 02
MILKY BAR 01
BAR ONE 03
MILK CHOCOLATE 03
From the above analysis it is concluded that overall Dairy Milk is purchased by most people
and Milk bar is least purchased by people.
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PACK OF CHOCOLATES PREFERED
Table:7
PACK SIZE NUMBER OF RESPONDENTS
SMALL 43
BIG 46
FAMILY PACK 11
Chart:7
According to the above analysis it is concluded that out of sample of 100 people who eat
chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.
43
46
11
Small
Big
amily pack
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OCCASIONALLY PURCHASE OF CHOCOLATE
Table; 8
OCCASION RESPONDANTS
Festival 07Birthday 22
Anniversary 03
Any Time 68
Chart:8
According to the above analysis it is concluded that out of sample of 100 people many people
are purchased chocolate any time.
0
10
20
30
40
50
60
70
fastival BD Aniversory Any time
7
22
3
68
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FREQUENCY OF CONSUMPTION
Table:21
FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS
ONCE IN A FORTNIGHT 15
DAILY 27
WEEKLY 47
MONTHLY 09
QUARTERLY 02
Chart:9
According to the above analysis it is concluded that mostly people purchase chocolates
weekly. Only 02 out of 100 purchase chocolates quarterly.
0
5
1015
20
25
30
35
40
45
50
Ones in a
fortnight
Daily Weekly Mounthly Quarterly
15
27
47
9
2
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INFLUENCING FACTORS DURING PURCHASE OF CHOCOLATES
Flavor/Taste
GRADING
VERY IMPORTANT 77
IMPORTANT 15
NORMAL 06
LEAST IMPORTANT 02
NONE 00
Chart:10
According to the above analysis it is concluded that in purchasing time flavor/taste factor is
very important.
0
10
20
30
40
50
60
70
80
Very
Important
Important Normal Least
Important
None
77
15
62 0
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Brand Image
GRADING
VERY IMPORTANT 24
IMPORTANT 62NORMAL 11
LEAST IMPORTANT 02
NONE 01
Chart:11
According to the above analysis it is concluded that in purchasing time Brand image factor
is important.
0
10
20
30
40
50
60
70
Very
Important
Important Normal Least
Important
None
24
62
11
2 1
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Quality
GRADING
VERY IMPORTANT 69
IMPORTANT 18
NORMAL 13LEAST IMPORTANT 00
NONE 00
Chart:12
According to the above analysis it is concluded that in purchasing time Quality factor is
Very important.
0
10
20
30
40
50
60
70
Very
Important
Important Normal Least
Important
None
69
1813
0 0
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Form
GRADING
VERY IMPORTANT 08
IMPORTANT 49NORMAL 23
LEAST IMPORTANT 19
NONE 01
Chart:13
According to the above analysis it is concluded that in purchasing time Form factor is
important.
0
5
10
15
20
25
30
35
40
45
50
Very
Important
Important Normal Least
Important
None
8
49
23
19
1
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Shape
GRADING
VERY IMPORTANT 09
IMPORTANT 29NORMAL 41
LEAST IMPORTANT 13
NONE 08
Chart:14
According to the above analysis it is concluded that in purchasing time Shape factor is
normal .
0
5
10
15
20
25
30
35
40
45
Very
Important
Important Normal Least
Important
None
9
29
41
13
8
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Packaging
GRADING
VERY IMPORTANT 24
IMPORTANT 50
NORMAL 15
LEAST IMPORTANT 05
NONE 06
Chart:15
According to the above analysis it is concluded that in purchasing time Packing factor is
important.
0
5
10
15
20
25
30
35
40
45
50
Very
Important
Important Normal Least
Important
None
24
50
15
5 6
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SATISFACTION DURING PURCHASE OF CHOCOLATES
Flavor/Taste
VERY SATISFIED 70
SATISFIED 25
NORMAL 03
LEAST SATISFIED 01
CANT SAY 01
Chart:16
According to the above analysis it is concluded that after purchasing 70 people are very
satisfied.
0
10
20
30
40
50
60
70
Very
Satisfied
Satisfied Normal Least
Satisfied
Can't Say
70
25
31 1
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Brand Image
VERY SATISFIED 29
SATISFIED 58
NORMAL 12
LEAST SATISFIED 01
CANT SAY 00
Chart:17
According to the above analysis it is concluded that after purchasing 58 people are satisfied.
0
10
20
30
40
50
60
Very Satisfied Satisfied Normal Least
Satisfied
Can't Say
29
58
12
1 0
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Quality
VERY SATISFIED 37
SATISFIED 40
NORMAL 19
LEAST SATISFIED 03
CANT SAY 01
Chart:18
According to the above analysis it is concluded that after purchasing 40 people are satisfied.
0
5
10
15
20
25
30
35
40
Very Satisfied Satisfied Normal Least Satisfied Can't Say
37
40
19
31
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Form
VERY SATISFIED 16
SATISFIED 36
NORMAL 33
LEAST SATISFIED 13
CANT SAY 02
Chart:19
According to the above analysis it is concluded that after purchasing 36 people are satisfied.
0
5
10
15
20
25
30
35
40
Very Satisfied Satisfied Normal Least Satisfied Can't Say
16
36
33
13
2
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Shape
VERY SATISFIED 13
SATISFIED 46NORMAL 24
LEAST SATISFIED 13
CANT SAY 04
Chart:20
According to the above analysis it is concluded that after purchasing 46 people are satisfied.
0
5
10
15
20
25
30
35
40
45
50
Very Satisfied Satisfied Normal Least Satisfied Can't Say
13
46
24
13
4
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INFLUENCING FACTORS DURING PURCHASE
OVERALL INFLUENCE
Table: 10
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 471 4.61 1
BRAND 442 4.42 2
QUALITY 403 4.03 3
FORM 358 3.58 6
SHAPE 401 4.01 4
PACKGING 376 3.76 5
According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, brand and shape. It is surprised to know that
very few people are influenced by packaging followed by form of the chocolate.
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INFLUENCING FACTORS DURING PURCHASE OF CADBURY
CHOCOLATES
Table:11
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 390 4.64 1
BRAND 336 4 3
QUALITY 375 4.46 2
FORM 307 3.65 5
SHAPE 269 3.20 6
PACKAGING 312 3.71 4
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 Form is not all
influencing people while purchasing Cadbury chocolates.
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INFLUENCING FACTORS DURING PURCHASE OF NESTLE
CHOCOLATES
Table:12
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 71 4.43 1
BRAND 65 4.06 3
QUALITY 67 4.18 2
FORM 51 3.18 5
SHAPE 50 3.12 6
PACKAGING 64 4.00 4
According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, brand and packaging. Here form and shape are
not all influencing people while purchasing Nestle chocolates.
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FACTORS GIVING MOST SATISFACTION TO CUSTOMERS
OVERALL
Table: 13FACTORS GRAND TOTAL AVERAGE
RANK
FLAVOR/TASTE 459 4.59 1
BRAND 412 4.12 2
QUALITY 408 4.08 3
FORM 348 3.48 5
SHAPE 357 3.57 4
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 Form.
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IN CADBURY CHOCOLATE
Table: 14
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 383 4.55 1
BRAND 344 4.09 3
QUALITY 345 4.10 2
FORM 290 3.45 5
SHAPE 300 3.57 4
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 form and shape.
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IN NESTLE CHOCOLATE
Table:15
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 76 4.75 1
BRAND 68 4.25 2
QUALITY 63 3.93 3
FORM 58 3.62 4
SHAPE 57 3.56 5
According to the above analysis it is concluded that on an average people are most satisfiedwith 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 form and shape.
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FACTORS AFFECTING PURCHASE
Table:19
FACTORS NUMBER OF
RESPONDENTS
ADVERTISEMENT 46
SUGGESTION FROM FRIENDS AND
RELATIVES
14
ATTRACTIVE DISPLAY 10
BRAND AMBASSADORS 14
INGREDIENTS 16
Chart:21
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 friendsand relatives and brand ambassadors also play a significant role in this regard.
46%
14%
10%
14%
16%
0 0.1 0.2 0.3 0.4 0.5
Advertisment
suggestion from friend and relatives
Atractive display
Brand ambassador
Ingridiants
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REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED
Table:24
SHIFT TO NEW BRAND OF THE
PREFERED PRODUCT
NUMBER OF RESPONDENTS
NO, NOT AT ALL 15
I MAY CONSIDER 56
CANT SAY 29
Chart:23
According to the above analysis it is concluded that mostly people are addicted to the same
flavor or taste and they consider as out of 100 respondents 15 are not ready to try new brand
at any cost.
15, 15%
56, 56%
29, 29%
No, not at all
I may consider
Cant say
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FINDINGS
CUSTOMER RESEARCH:
Customer research deals with customer and their
problems and solution to the problems. In this I came to know about the customers
need and expectation levels regarding products and ascertainable levels of customer
satisfaction.
PRODUCT RESEARCH:
Under product research I came to know about the
modification which customers wants as to the flavor/taste, quality and brand 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
customers 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.
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CONCLUSION
A survey of the people has been conducted to know the liking pattern of the
two chocolates brand 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 brand. Some people often like to
have a chocolate with good flavor, quality and crunch so they are going towards Kit
Kat and Munch of Nestle due to its taste.
It is thus concluded from the facts collected that mostly people refer to buy big
pack of their favorite chocolate, and sometimes some of them go for small and family
pack..
The overall objective of the study was to find out the customer satisfaction
between Cadbury and nestle chocolates how the customer perceives taste and quality
and to find out their satisfaction towards these two brand. The study revealed the
picture ofcustomers satisfaction which help improving the parameter through which
they can serve to the customer in a better manner.
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CHAPTER:VI
REFERENCES
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BIBLIOGRAPHY
Kothari C. R., Research Methodology, Delhi New Age International PVT. LTD.,Second Edition (2004).
Panneer Selvam, J. K., Research Methodology, New Delhi, PHI Learning, 7th
Reprint (May 2009).
Sachdeva J.K., Research Methodology, Himalaya Publication Mumbai, 6th
Reprint (2008).
REFERENCE
Kazemi Fazlollah and Malihe Esmaeili (2010). The Role of Media on ConsumerBrand Choice A Case Study of Chocolate Industry. International Journal of
Business and Management Vol. 5, No. 9 (September) page Number 147154.
Shaharu Banu S(2008). A Study on the Indian chocolate Industry. Term
papers , 19 pages
Shaharu Banu S(2009). A research study on chocolate consumption in India in
relation to Cadbury and Nestle. Term papers , 26 pages
V. Krishnan and Karl T. Ulrich Product Development Decisions:A Review ofthe Literature.The University of Texas at Austin, CBA 4.202, Austin, Texas 78712
and The Wharton School, 1317 Steinberg Hall-Dietrich Hall, Philadelphia,
Pennsylvania 19104
http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.html -
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WEBLIOGRAPHY
www.cadburyindia.com
www.nestle.com
http://welkerswikinomics.com/students/?p=634
http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-
66029.html
http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-
benefits/
http://www.livemint.com/2008/02/25140745/India-to-raise-cocoa-output-by.html
http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://ebestlifediet.com/new-research-study-links-dark-chocolate-to-vascular-health-benefits/http://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.htmlhttp://en.oboulo.com/a-research-study-on-chocolate-consumption-in-india-in-relation-66029.html -
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CHAPTER:VII
ANNEXURE
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QUESTIONNAIRE
Dear Respondent,I am the students of M.B.A from M.I.S.T., Indore. I am undertaking a
Research Work on:-
A COMPRATIVE STUDY OF COSTOMER SATISFACTION
TOWARDS CADBURY AND NESTLE CHOCOLATE AMONG YOUTH
OF INDOREWe would be Grateful to you if you would give us few minutes to complete our
Research work. We assure you that this information will not be disclosed.
Q1. Name:Q2.Gender:
Male Female
Q3. Age
15-20 20-25 25-30
Q4.Education
10th 12th UG PG
Q5. What according to you is the reasonable price of chocolate?
Below5 5-10 10-20 20-30 Above30
Q6. Which form of a chocolate do you like?
Hard Nutties Crunchy Chew
Q7. Which brand of chocolate do you prefer, the most?
Cadbury Nestle
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Q8. Which product you have purchased?
Cadbury Nestle
Dairy Milk Kit Kat
5Star Munch
Perk Milky Bar
Celebrations Bar-One
Temptation Milk Chocolate
Q9. What pack do you purchase?
Small Big Family Pack
Q10. On what Occasion do you Purchase Chocolate the most?
Festival Birthday Anniversary Anytime
Q11. How frequently do you purchase chocolates?
Daily Weekly Monthly Quarterly
Q12. How much importance do you give to the following factors when you purchasea chocolate? (Tick in the desired column)
Factors VeryImportant
Important Normal LeastImportant
None
Flavor/tasteBrand
ImageQualityPriceFormPackagingQuantityShape
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Q13. How much are you satisfied with the following factors in your preferredchocolate? (Tick in the desired column)Factors Very
SatisfiedSatisfied Normal Least
SatisfiedCant Say
Flavor/tasteBrandImageQualityPriceFormPackagingQuantityShape
Q14.Which of these factors affects your purchase?
Advertisement Suggestion from friends and relatives
Attractive Display Brand Ambassadors
Ingredients
Q15. Which media of advertisement influence your purchase?
Television Newspapers Brochures
Hoarding Display
Q16. If another brand of the same product appears in the market, will you try the newbrand?
No, not at all I may consider
Cant say
Q17.If you dont like to change to the new brand, then what are the reasons for