Final Draft - STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE’ CHOCOLATE'

7/30/2019 Final Draft - STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATE'

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INTRODUCTION

In this research I have survey the product performance and buying behaviour 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 of Ambala. 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 intheir 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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CONSUMER PREFERENCE

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 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 consumers 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 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 ofmotivation. In cognitive sciences,

individual preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why consumers makebuying 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.


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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 consumers needs, but the marketers 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 New Delhi region only.


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OBJECTIVES OF THE STUDY

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

chocolates. Objectives of the study are:

The 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.


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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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http://www.packaging-technology.com/projects/cadbury/index.htmlhttp://www.cadbury.co.nz/carnival/index.htmhttp://www.packaging-technology.com/projects/cadbury/index.htmlhttp://www.cadbury.co.nz/carnival/index.htm


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Chocolate

The very word makes your mouth water.

Chocolate is more than just a food: its a state of mind.


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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 the aztecs: 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 captain general 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 they made the drink,

and by 1606 chocolate was well established in Italy.


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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

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 eating

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


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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

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 itloaded 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 1520

it 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 businesscommunity met to smoke a clay pipe of tobacco, conduct business and socialize over a cup of

chocolate.


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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 far of both chocolate and coffee, consuming over half of

the words total production of chocolate alone.

The Quakers

The Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans of English civilwar and pilgrim fathers fame and a history of chocolate would not be complete without 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 world fry, 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 make the 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 categorised: Criollo and Forastero cocoas. Thepure 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.

FermentationThe 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.


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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.

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.


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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 severalstages 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


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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.


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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 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-Swiss

Condensed 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.

Nestlstrademark 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, ethics and 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.


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Nestle Brands

Milk Products & Nutrition

Beverages

Prepared Dishes and Cooking Aids

Chocolates & Confectionary

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


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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

MAGGI Healthy Soup- Sanjeevni

MAGGI MAGIC Cubes


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CHOCOLATES & CONFECTIONARY

NESTL KIT KAT

NESTL KIT KAT LITE

NESTL MUNCH

NESTL 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 unique finger 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.


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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 thelargest selling SKU in the category!

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 toproduce the chocolate in larger quantities.

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'.


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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 Milkgained its status as the brand leader, a position it has held ever since.

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, 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
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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 growingbagged Snack Market, which has been dominated until now by Salted Bagged Snack Brands.

Bytes was first launched in South India in 2003.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For

over two decades, it has worked with the Kerala Agriculture University to undertake cocoa

research and released clones, hybrids that improve the cocoa yield.

Today, Cadbury is poised in its leap towards quantum growth and new categories of business,namely gums, mints, snacking and gifting. It is a part of the Cadbury Schweppes Group,

world's No.1 Confectionery Company.

CADBURY WORLD WIDE

Cadbury is the world's largest confectionery company and have a strong

regional presence in beverages in the Americas and Australia.

With origins stretching back over 200 years, today their products - which

include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor,

Dentyne, Bubblicious and Bassett - are enjoyed in almost every country around the world.

We employ around 60,00 people.

Their heritage starts back in 1783 when Jacob Schweppe perfected his

process for manufacturing carbonated mineral water in Geneva,
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Switzerland. And in 1824 John Cadbury opened in Birmingham selling cocoa and chocolate.

These two great household names merged in 1969 to form Cadbury Schweppesplc.

Since then they have expanded their business throughout the world by a programme

of organic and acquisition led growth.

Concentrating on their core brands in beverages and confectionery since the 1980s,

they have strengthened their portfolio through almost fifty acquisitions, including

brand icons such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor,

Bassett, Dr Pepper, 7 Up and Snapple.

- It employ 60,000 people in over 200 countries

- Worlds No 1 Confectionery company

- World's No 2 Gums company

- World's No 3 beverage company

Cadbury Brands:

Chocolates

Snacks

Beverages

Candy

SNACKS:

Bytes

BEVERAGES

Bournvita

CANDY

Halls

CHOCOLATES
http://www.cadburyschweppes.com/http://www.cadburyschweppes.com/


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Dairy Milk

5 Star

Perk

Celebrations

Temptation

Eclairs

Gems

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


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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.

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


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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 various flavours and the premium

dark chocolate range which is exotic dark chocolate in luscious flavours.

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.


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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, consumers

preference and customers satisfaction regarding Cadbury and Nestle chocolates. In

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

of Moradabad 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:


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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 structuredquestionnaires.

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.


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ANALYSIS OF THE STUDY

LIKING FOR THE CHOCOLATES

Table:1

Liking for the Chocolate Yes No

Number of Respondents 95 5

Chart:1

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 dont prefer to eat chocolate.

NumberofPersons

Response

Liking For the Chocolate

Yes

No


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DIFFERENT AGE GROUPS

Table:2

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

NUMBER OF

RESPONDENTS

14 42 33 11

Chart:2

According to the above analysis it 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.

NUMBERO

F

RESPONDEN

TS

AGE GROUPS

AGE GROUPS

0-10

10 to 20

20 to 30

Above 30


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PREFERENCE ACCORDING TO AGE GROUPS

Table:3

AGE GROUPS

BRANDS 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

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.

NUMBEROFCONSUMERS

PREFERENCE ACCORDING TO AGEGROUPS

NONE

NESTLE

CADBURY


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BRAND PREFERENCE

Table:4

BRANDSPREFERENCE BY CONSUMERS

CADBURY 73

NESTLE 22

Chart:4

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.

No

.ofPersons

Chocolate Brands

Brand Preference

Cadbury

Nestle


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PURCHASE OF CHOCOLATES

PURCHASE OF CADBURY CHOCOLATES

Table:5

CADBURY CHOCOLATES

SUB- BRANDS NUMBER OF RESPONDANTS

DAIRY MILK69

5 STAR 64

PERK 61

CELEBRATIONS 49

TEMPTATIONS 41

Chart:5

NumberofPersons

Sub-brands of Cadbury Chocolate

Cadbury chocolates Purchased By People

Dairy Milk 5 Star Perk Celebrations Temptation


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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.


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PURCHASE OF NESTLE CHOCOLATES

Table:6

NESTLE CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTS

KIT KAT 17

MUNCH 19

MILKY BAR 18

BAR- ONE 16

MILK CHOCOLATE 11

Chart:6

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.

Number

ofPersons

Sub-brands of Nestle Chocolates

Nestle chocolates Purchased by People

Kit Kat Munch Milky Bar Bar-One Milk Chocolate


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OVERALL PURCHASE OF CHOCOLATES

Table:7

OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATESSUB-BRANDS PERCENTAGE OF PURCHASE

DAIRY MILK 13

5 STAR 12

PERK 11

CELEBRATIONS 9

TEMPTATIONS 7

KIT KAT 10MUNCH 11

MILKY BAR 11

BAR ONE 9

MILK CHOCOLATE 7

Chart: 7

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.

Sub-brands of Chocolates purchased By People

Dairy Milk

5 Star

Perk

CelebrationsTemptationKit Kat


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PREFERENCE OF SUBRANDS OF CHOCOLATES

PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES

Table: 8

CADBURY CHOCOLATES

SUB- BRANDS GRAND TOTAL

OF

PREFERENCE

AVERAGE

(GRAND TOTAL / No.

OF RESPONDANTS)

RANKS

DAIRY MILK 315 4.3 1

5 STAR 220 3 2

PERK 176 2.4 3CELEBRATIONS 136 1.86 4

TEMPTATION 91 1.24 5

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.


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PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES

Table:9

NESTLE CHOCOLATES

SUB- BRANDS GRAND

TOTAL OF

PREFERENCE

AVERAGE

(GRAND TOTAL / No. OF

RESPONDANTS)

RANKS

KIT KAT 70 3.18 1

MUNCH 64 2.9 3

MILKY BAR 65 2.95 2

BAR-ONE 45 2.05 4

MILK

CHOCOLATE

30 1.36 5

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.


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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

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.


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INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES

Table:11



PRICE 235 3.2 7

QUALITY 307 4.2 2


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


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

people while purchasing Cadbury chocolates.


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INFLUENCING FACTORS DURING PURCHASE OF NESTLE CHOCOLATES

Table:12


FLAVOR/TASTE 100 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


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

people while purchasing Nestle chocolates.


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FACTORS GIVING MOST SATISFACTION TO CONSUMERS

OVERALL

Table:13



PRICE 337 3.6 4

QUALITY 367 3.86 2


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

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.


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IN CADBURY CHOCOLATE

Table:14


FLAVOR/TASTE

334 4.6 1

PRICE 269 3.68 5

QUALITY 282 3.86 2


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


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.


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IN NESTLE CHOCOLATE

Table:15


FLAVOR/TASTE

93 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


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.


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FORM PREFERENCE

Table:16

FORM OF CHOCOLATE NUMBER OF RESONDENTS

HARD 33

NUTTIES 25

CRUNCHY 29

CHEW 20

Chart:8

According to the above analysis it is concluded that most of the people likes to eat hardchocolate and chew form of a chocolate is least preferred.

NumberofConsu

mers

Forms

Form of a Chocolate Prefered by People

HARD

NUTTIES

CRUNCHY

CHEW


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PACK OF CHOCOLATES PREFERED

Table:17

PACK SIZE NUMBER OF RESPONDENTS

SMALL 28

BIG 48

FAMILY PACK 19

Chart:9

According to the above analysis it is concluded that out of sample of 95 people who eat

chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.

Numb

erofConsumers

Pack

Pack of Chocolate Prefered

SMALL

BIG

FAMILY PACK


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PROMOTIONAL OFFERS

Table:18

PROMOTIONAL OFFERS NUMBER OF RESPONDENTS

FREE GIFTS 52

PRICE OFFER 23

ANY OTHER 20

Chart: 10

According to the above analysis it is concluded that out of sample of 95 people who eat

chocolate 52 are attracted by free gifts, 23 by price offers while 20 were attracted by some

other reasons.

Num

berofConsumers

Promotional Offers

Effect of Promotional Offers while Purchase

FREE GIFTS

PRICE OFFER

ANY OTHER


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FACTORS AFFECTING PURCHASE

Table:19

FACTORS NUMBER OF

RESPONDENTS

ADVERTISEMENT 65

SUGGESTION FROM FRIENDS AND

RELATIVES

16

ATTRACTIVE DISPLAY 11DOCTORS ADVICE 15

BRAND AMBASSADORS 9

INGREDIENTS 25

Chart: 11

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.

NumberofConsumers

Factors

Factors Affecting PurchaseADVERTISEMENT

SUGGESTION FROMFRIENDS ANDRELATIVES

ATTRACTIVE DISPLAY

DOCTOR'S ADVICE

BRAND AMBASSDORS

INGREDIENTS


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MEDIA OF ADVERTISEMENT

Table:20

MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS

TELEVISION 82

NEWSPAPERS 7

BROCHURES 3

HOARDING 4

DISPLAY 15

Chart:12

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

Num

berofCustomers

Media Of Advertising

Media of Advertisement influencing the Purchase

Television

Newspapers

Brochers

Hoarding

Display


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FREQUENCY OF CONSUMPTION

Table:21

FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS

ONCE IN A FORTNIGHT 16

DAILY 17

WEEKLY 39

MONTHLY 18

QUARTERLY 5

Chart:13

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

weekly. Only 15 out of 95 purchase chocolates quarterly.

Num

berofConsumers

Frequency

Frequency of Consumption

Once in afortnight

Daily

Weekly

Monthly

Quarterly


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REASONABLE PRICE

Table:22

PRICE OF CHOCOLATE NUMBER OF RESPONDENTS

BELOW 5 6

5-10 23

10-20 51

20-30 4

ABOVE 30 11

Chart: 14

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.

NumberofC

onsumers

Price

Reasonable Price

Below5

5 to 10

10 to 20

20 to 30

Above 30


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CONSUMERS BRAND LOYALTY

Table:23

BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS

POSTPONE YOUR PURCHASE 26

SWITCH OVER TO OTHER BRANDS 24

GO TO OTHER SHOP FOR SEARCH

OF PREFERED BRAND

45

Chart:15

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.

Numberofconsumers

Action of Consumers in absence of Prefered Brand

Brand Loyalty

Postpone Purchase

Switch Brand

Search in other Shop


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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 35

MAY CONSIDER 27

NO, SHALL NOT 4CANT SAY 29

Chart:16

According to the above analysis it is concluded that mostly people are addicted to the same

flavor or taste and they dont want to change it as out of 95 respondents 35 are not ready to

try new brand at any cost.

NumberofConsume

rs

Reactions

Reaction of consumers if new brandis introduced

No, Not at all

May Consider

Shall Not

Can't Say


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REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS

All the consumers why they continue to buy the old brand gave various important reasons.

The most important reasons given by the consumers were:

Taste/Flavor

Brand

Image

Quality Packaging


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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.

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.


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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.


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BIBLIOGRAHY

http://www.cadburyindia.com

http://www.nestle.com

http://www.aphrodite-chocolates.co.uk/history_chocolate.htm

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

http://www.packaging-technology.com//cadbury4.html

http://www.chocolatereview.co.uk

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


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QUESTIONNAIRE

STUDY ON CONSUMER PREFERENCETOWARDS NESTLE AND CADBURY

CHOCOLATES

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


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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

Important Normal Least

Important

None

Flavor/taste

Price


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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

Cant Say

Flavor/taste

Price

Quality

Packaging

Form

Brand

Image

Color

Shape

Quantity

Que7. Which form of a chocolate do you like?

Hard Nutties

Crunchy Chew


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Que8. What pack do you purchase?

Small Big Family Pack

Que9. Which promotional offers attract you most?

Free gifts Price Offer Any other

Que10.Which of these factors affect your purchase?

Advertisement

Suggestion from friends and relatives

Attractive Display

Doctors Advice

Brand Ambassadors

Ingredients

Que11. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display


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Que12. How frequently do you purchase chocolates?

Once in a fortnight Daily

Weekly Monthly

Quarterly

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

Below5 5-10 10-20

20-30 Above 30

Que14. If your preferred brand is not available for repeat purchase then what will you do?

Postpone your purchase

Switch over to other brand

Go to the other shop to search for your preferred brand

Que15. If another brand of the same product appears in the market, will you prefer to stop buying

this brand and buy the new brand?

No, not at all I may consider

No, I shall not Cant say

Que16. If you dont like to change to the new brand, then what are the reasons for continuing

to purchase the old brand?


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PERSONAL DETAILS ( Optional )

Name:

Address:

Age:

Between 0-10 Between10-20

Between 20-30 Above 30

Gender:

Phone Number:

Marital status:

Education:

Profession:

THANKS


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