APROJECT REPORT

ONQUALITY OF WORK LIFE

(SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE DEGREE

OF BACHELOR OF BUSINESS ADMINISTRATION

(SESSION 2014-15)

SUBMITTED TO: MISS NISHA GUPTA SUBMITTED BY:KURUKSHETRA UNIVERSITY ANKIT KURUKSHETRA B.B.A. III YEAR

CLASS ROLL No. 7418 UNIVERSITY ROLL No.....

I.B.(P.G.) COLLEGE PANIPAT(AFFILIATED BY KURUKSHETRA UNIVERSITY KURUKSHETRA)

NESTLE INDIA LIMITED

TO WHOM SO EVER IT MAY CONCERN

This is to certify that Mr. ANKIT of I.B (P.G.) COLLEGE PANIPAT Successfully Completed his training from 1 JUNE .2014 to 4 JULY 2014.During the course of training, his conduct was satisfactory.We wish every success in his future endeavors’.

Nestle India

Limited

Authorized

Signature

DECLARATION

I ANKIT student of B.B.A. III year in I.B.(P.G.) College, Panipat hereby declare that the project report entitled “QUALITY OF WORK LIFE ON NESTLE” submitted for the degree of B.B.A. III year 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.

(PRINCIPAL SIGNATURE) ANKIT

ACKNOWLEDGEMENT

Survey is an excellent tool for learning and exploration. No classroom routine can substitute which is possible while working in real situations. Application of theoretical knowledge to practical situations is the bonanzas of this survey. Without a proper combination of inspection and perspiration, it’s 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 my gratitude toward all those who have been helpful to me directly or indirectly during the development of this project.I would like to thank my professor MISS.NISHA GUPTA who was always there to help and guide me when I needed help. Her perceptive criticism kept me working to make this project more full proof. I am thankful to her for his encouraging and valuable support. Working under her was an extremely knowledgeable and enriching experience for me. I am very thankful to her for all the value addition and enhancement done to me.No words can adequately express my overriding debt of gratitude to my parents whose support helps me in all the way. Above all I shall thank my friends who constantly encouraged and blessed me so as to enable me to do this work successfully.

ANKIT

INDEX

SR. NO. CONTAINS PAGE NO.

1 INDUSTRY OVERVIEW 4

2 OVERVIEW OF ORGANIZATION 17

3 RESEARCH METHODOLOGY 34

4 FINDINGS 51

5 SUGGESTIONS 53

6 REFERANCE 55

7 APPENDIX 57

INTRODUCTION

Quality of work life denotes all the organizational inputs which aim at the employee’s

satisfaction and enhancing organizational effectiveness. The basic purpose is to develop

jobs and working conditions that are excellent for employees as well as economic health

of organization. It refers to the level of satisfaction, motivation, commitment and

involvement an individual experience with respect to their line at the work. The quality of

work life is the degree of excellence brought about work and working conditions that

contribute to the overall satisfaction and performance primarily at individual level and

finally at organization level.

Quality of Work Life (QWL) has become one of the most important issues these

days in every organization. Employees are the force that is behind every successful

organization. No organization can become successful with technology only because for

the use of technology also, organizations need to have strong work force. Quality of

Work Life was the term actually introduced in the late 1960’s. From that period till now

the term is gaining more and more importance everywhere, at every work place. Initially

quality of work life was focusing on the effects of employment on the general well being

and the health of the workers. But now its focus has been changed. Every organization

need to give good environment to their workers including all financial and non financial

incentives so that they can retain their employees for the longer period and for the

achievement of the organization goals.. At the end we can say that a happy and healthy

employee will give better turnover, make good decisions and positively contribute to the

organization goal.

The quality of work life is a process by which an organization responds to

employee needs for developing mechanism that allow them to share fully in making

decision that designs their life at work. Thus QWL means having good supervision, good

working conditions, good pay and benefits and interesting, challenging and rewarding

job.

Factors affecting quality of work life:Job satisfaction:

Job satisfaction is the favorable or unfavorable with which employees view their work.

As with motivation, it is affected by the environment. Job satisfaction is impacted by job

design. Jobs that are rich in positive behavioral elements – such as autonomy, variety,

task identity, task significance and feedback contribute to employee’s satisfaction.

Likewise, orientation is important because the employee’s acceptance by the work group

contributes to satisfaction. In sort, each element of the environmental system, can add to,

or detract from, job satisfaction.

Pay: Quality of work life is basically built around the concept of equitable pay. In this

days ahead, employees may want to participate in the profit of the organization.

People: Almost everyone has to deal with three set of people in the work place. Those

are namely boss, co-workers in the same level and subordinates. Apart from this, some

professions need interaction with people like patients, media persons, public, customers,

thieves, robbers, physically disabled people, mentally challenged, children, foreign

delegates, gangsters, politicians, public figures and celebrities. These situations demand

high level of prudence, cool temper, tactfulness, humor, kindness, diplomacy and

sensitiveness.

Health conditions of employees:

Organisation should realize that their true wealth lies in their employees and so providing

healthy environment for employees should be their primary objective.

Personal and career growth opportunities:

An organization should provide employees with opportunity for personal/professional

development and growth and to prepare them to accept the responsibilities at higher level.

Participative management style and recognition:

Flat organization structure helps organization facilitate employee participation. A

Participative management style improves the quality of work life. Workers feel that they

have control over their work process and they also offer the innovative ideas to improve

them. Recognition also helps in motivating employees to perform better. Recognition can

be in form of rewarding employees for their best performance.

Autonomous Work Teams:

An autonomous work team is one which can plan, regulate and control its own work

world. The management only specifies the goals that too in collaboration with the team.

The team organizes the contents and structure of its job, evaluates its own performance,

establishes its speed and chooses its production method. It makes its own internal

distribution of tasks and decides its own membership. Autonomous team approach

increases satisfaction and reduces turnover and absenteeism.

Motivation:

Motivation is a complex subject. It involves the unique feelings, thoughts and past

experiences of each of us as we share a variety of relationships within and outside

organizations. To expect a single motivational approach work in every situation is

probably unrealistic. In fact, even theorists and researches take different points of view

about motivation. Nevertheless, motivation can be defined as a person’s drive to take an

action because that person wants to do so. People act because they feel that they have to.

However, if they are motivated they make the positive choice to act for a purpose –

because, for example, it may satisfy some of their needs.

Work life balance:

Organisation should provide the relaxation time for employees and offer tips to balance

their personal and professional lives. They should not strain employees personal and

social life by forcing on them by demanding working hours, overtime work, business

travel, untiming transfers.

By the globalization the modern employees are experiencing distress. To meet the

challenges posed by present standards, organizational must focus their attention in

bringing a balance between work life and personal life. The underlying assumption is that

work life balance will ultimately ensure Quality of work life.

Today an employee desires work to be more meaningful and challenging because quality

is the acid test. A Quality of work life gives an opportunity for deep sense of fulfillment.

Employees seek a supportive work environment that will enable them to balance work

with personal interests.

Quality of work life provides a more humanized work environment. It attempts to serve

the higher order needs of workers as well as their basic needs. Quality of Work Life

indicates that the work should not have excessively negative conditions. It should not put

workers under undue stress. It should not damage or degrade their humanness. It should

not be threatening or unduly dangerous.

Employees in several companies that instituted Quality of work life experienced better

health and greater safety on the job. Other benefits included improved employee

satisfaction, morale, job interest, commitment and involvement ; increased opportunity

for individual growth ; greater sense of ownership and control of the work environment

development of managerial ability for circle leaders, improved communication in the

organization and greater understanding and respect between management and workers.

The term Quality of work life has been applied to a wide variety of organizational

improvement efforts. The common elements seem to be, has good man indicates, an

“attempt to restructure multiple dimensions of the organizational and to institute a

mechanism which introduces and sustains changes overtime . Aspects of the change

mechanism are usually an increase in problem solving between the union and

management

Responsiveness to employee concerns. In every organization, people and their behavior

assumes vital role in determining the performance and effectiveness. While many studies

concentrated on physical and financial performance of organization. Studies on

behavioral aspects seem to be inadequate. So, the attempts must to understand the human

side of the enterprise.

The Quality of work life movement provides a value frame work and a philosophy which

has a long term implication for the human development and enrichment. It tries to

balance both the work and family life. Hence integrated approach with regard to Quality

of work life is required for the success of an individual and an organization. This

underlines the necessity of searching studies on the nature of human relations and the

problems of human relations and the problems of human behavior in the organization and

suggests measures to cope with the problems. Hence, an in depth on aspects like Quality

of work life can throw light on many non-identified aspects of human behavior which

may help in understanding the issues involved and improving the overall performance of

these organizations. There it is found that there is need to study in greater detail about the

topic

Need of the study:

In the current scenario every organization expects their employees to perform at

their peak potential. Though monetary aspects play an important role in motivating

employees, organization around the world have come to understand that there are many

other aspects that contributes better employee performance. It is these aspects that form

the basis for this study. In particular this study aims to identify the various tangible and

intangible aspects that contribute to the quality of the workplace. It is very important for

an organization to create a very conducive working environment for employees.

This study is needed to ensure that all employees are performing at their peak

potential, free from stress and strain, and to ensure all their needs are fully satisfied. This

study will be used as feedback from employees to know their current perspective of

workplace and also to identify the areas of improvement for the organization.

Scope of the study:

The term Quality of work life in its broader sense covers various aspects of

employment and non-employment conditions of work. This study covers the overall

quality of work life of employees, i.e. their job satisfaction, work environment, working

hours, work stress, their relation with their colleagues, work assignments, infrastructure

provided etc ..The present study aims at measuring the level of satisfaction of employees

and to know about the various welfare activities and benefits provided for the employees.

The study is dependent on the opinion expressed by all the employees of all the

departments.

Quality of work life is a multi dimensional aspect. Some of these aspects are

Compensation and the reward for the work

Personal and career growth opportunities

Motivation

Participative management style

Health and Safety of the employees

Job security

Job specification

By providing better quality of work life, the following results can be achieved.

Better performance of employees

More devotion and dedication towards work

Reduced absenteeism

Voluntary participation in an organizational activities

Reduced corruption

Lesser attrition

Significance of the study: Quality of work life covers the various aspects under the general umbrella of

supportive organization behavior. Thus the quality of work life should be broad in its

scope. It must evaluate the attitude of employees towards personnel policies. The

research will be helpful in understanding the current position of the organization. And

provide some strategies to extend the employee satisfaction with little modification which

is based on the internal facilities of the organization.

The research can be further used to evaluate the facilities provided by the

management towards the employee. This study also helps to manipulate the expectations

of the employees.

REVIEW OF LITERATURE

Various authors and researchers have proposed models of Quality of working life which

include a wide range of factors. Selected models are reviewed below.

1. Journal Name - Organizational Behavior and Human Performance, 16,

Title- Motivation through the design of work: Test of a theory.

P.No: 250-279, Year: 1976, Author: Hackman, J. R., & Oldham, G.R

In this journal, author suggested that the psychological growth needs are relevant to the

consideration of Quality of working life. Several such needs were identified; Skill

variety, Task Identity, Task significance, Autonomy and Feedback. They suggested that

such needs have to be addressed if employees are to experience high quality of working

life.

2. Journal Name: Occupational Psychology, 52

Title: - Scales for the measurement of some work attitudes and aspects of psychological well being

P.No: 129-148 Year:1979 Author: Warr. P, Cook. J and Wall. T

In an investigation of Quality of working life, the author suggested a range of apparently

relevant factors, including work involvement, intrinsic job motivation, higher order need

strength, perceived intrinsic job characteristics, job satisfaction, life satisfaction,

happiness. They discussed a range of correlations derived from their work, such as those

between work involvement and job satisfaction, intrinsic job motivation and job

satisfaction, and perceived intrinsic job characteristics and job satisfaction

3. Journal Name: Occupational Behavior, 5

Title: - Accounting for the quality of work life.

P.No: 197-212. Year: 1984 Author: Mirvis, P. H. and Lawler, E.

In this journal the author suggested that Quality of working life was associated with

satisfaction with wages, hours and working conditions, describing the “basic elements of

a good quality of work life as; safe work environment, equitable wages, equal

employment opportunities and opportunities for advancement.

4. Journal Name: Organizational Behavior, 12

Title: - Routinization of job context and job content as related to employees'

quality of working life

P.No: 379-386.  Year: 1991 Author: Baba V. B., & Jamal, M

In this journal, the author suggested that the typical indicators of quality of working life,

including: job satisfaction, job involvement, work role ambiguity, work role conflict,

work role overload, job stress, organizational commitment and turn-over intentions. Baba

and Jamal also explored routinisation of job content, suggesting that this facet should be

investigated as part of the concept of quality of working life

5 Journal Name: Journal of Management, 25

Title: - Health and well-being in the workplace: A review and synthesis of the

literature

P.No: 357-384.  Year: 1999 Author: Danna & Griffin

In this journal, the author suggested that Quality of Working Life is not a unitary concept,

but has been seen as incorporating a hierarchy of perspectives that not only include work-

based factors such as job satisfaction, satisfaction with pay and relationships with work

colleagues, but also factors that broadly reflect life satisfaction and general feelings of

employees .

6. Book name: Social Indicators Research, 55

Title: - A new measure of quality of work life based on need satisfaction theories

P.No: 357-384.  Year: 1999 Author: Sirgy, M.J., & Efraty,J

In this journal, the author suggested that the key factors in quality of working life are:

Need satisfaction based on job requirements, Need satisfaction based on Work

environment, Need satisfaction based on Supervisory behavior. They defined quality of

working life as satisfaction of these key needs through resources, activities, and outcomes

stemming from participation in the workplace. Maslow’s needs were seen as relevant in

underpinning this model, covering Health & safety, Economic and family, Social,

Esteem, Actualization, Knowledge and Aesthetics, although the relevance of non-work

aspects is play down as attention is focused on quality of work life rather than the

broader concept of quality of life. These attempts at defining quality of working life have

included theoretical approaches, lists of identified factors, correlation analyses, with

opinions varying as to whether such definitions and explanations can be both global, or

need to be specific to each work setting.

Industry Overview

INDUSTRY OVERVIEW

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 Cortes

The 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 Europe

An 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.

Drinking chocolate

The 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 1650’s

First chocolate for eating

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

doctor, sir Hans’s Sloane, who- after traveling in south America- focused on cocoa and

food values, bringing a milk chocolate recipe back to England.

The original Cadbury milk chocolate was prepared to his recipe.

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 Aztec’s 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 Europe

Xocolatl! 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 Aztec’s 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 sheep’s droppings, they burned the whole

ship in frustration. If only they had known, chocolate was so expensive at that time, that

it was worth it’s 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 business community met to smoke a clay pipe of tobacco,

conduct business and socialize over a cup of chocolate.

Back to the America’s

Event’s went full circle when English colonists carried chocolate (and coffee) with them

to England’s 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 civil war 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 Quaker’s 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 that’s 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 world’s first chocolate bar. Fry’s 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.

Chocolate as we know it

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

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

Johannes van houten, invented a method of extracting the bitter tasting fat or “cocoa

butter” from the roasted ground beans, his aim was to make the drink smoother and more

palatable, however he unknowingly paved the way for solid chocolate as we know it.

Chocolate 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.

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.

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.

The Harvest

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

At fermentation sites either in the plantation or at, collecting points, the

fruit is opened.

Fermentation

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

technique varies depending on the growing region.

Drying

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

Most of this has to be removed.

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

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

Cleaning

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

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

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

vacuum equipment.

Roasting

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

roasting process, during which the air in the nearly 10 feet high furnaces reaches a

temperature of 130 °C, is carried out automatically.

Crushing and shelling

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

Blending

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

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

developed for different types of cocoa.

Grinding

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

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

heat generated by the resulting pressure and friction causes the cocoa butter

(approximately 50% of the bean) contained in the beans to melt, producing a thick, liquid

mixture.

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

gradually sets: this is the cocoa paste.

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

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

part passes through various blending and refining processes, during which some of the

cocoa butter is added to it. The two paths have rejoined.

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:

Kneading

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

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

pulverized and kneaded.

Rolling

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

mounted steel rollers rotate in opposite directions. Under heavy pressure

they pulverise the tiny particles of cocoa and sugar down to a size of

approx. 30 microns. (One micron is a thousandth part of a millimetre.)

Conching

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

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

this period the chocolate paste will be refined to such an extent in the

conches that it will flatter even the most discriminating palate.

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

troughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to

80 °C and, while being constantly stirred, is given a velvet smoothness by the addition of

certain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste then

takes place in the conches: its bitter taste gradually disappears and the flavor is fully

developed. The chocolate no longer seems sandy, but dissolves meltingly on the tongue.

It has attained the outstanding purity, which gives it its reputation.

CONSUMPTION OF CHOCOLATES IN INDIA

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

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

is even lower. Chocolates in India are consumed as indulgence and not as a snack food. A

strong volume growth was witnessed in the early 90’s when Cadbury repositioned

chocolates from children to adult consumption. The biggest opportunity is likely to stem

from increasing the consumer base. Leading players like Cadbury and Nestle have been

attempting to do this by value for money offerings, which are affordable to the masses.

Overview

of

Organizations

OVERVIEW OF ORGANIZATIONS

NESTLE

Nestle IndiaNestle’ 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 IndiaBeginning with its first investment in Moga in 1961, Nestlé’s regular and substantial

investments established that it was here to stay. In 1967, Nestlé 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, Nestlé commissioned two factories in Goa at

Ponda and Bicholim respectively. Nestlé India is now putting up the 7th factory at Pant

Nagar in Uttaranchal.

Nestle’ StoryNestlé was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its

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

Nestlé to provide and improve infant nutrition. From its first historic merger with the

Anglo-Swiss Condensed Milk Company in 1905, Nestlé has grown to become the

world’s largest and most diversified food Company, and is about twice the size of its

nearest competitor in the food and beverage sector.

Nestlé’s trademark of birds in a nest, derived from Henri Nestlé’s 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 Nestlé’s corporate identity but serves to define the

Company’s products, responsibilities, business practices, ethics and goals.

In 2004, Nestlé 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 Company’s 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. Nestlé’s activities contribute to

and nurture the sustainable economic development of people, communities and nations.

Above all, Nestlé is dedicated to bringing the joy of ‘Good Food, Good Life’ to people

throughout their lives, throughout the world.

estle’ Brands

Milk Products & Nutrition

Beverages

Prepared Dishes and Cooking Aids

Chocolates & Confectionary

MILK PRODUCTS AND NUTRITION:

NESTLE EVERYDAY Dairy Winter

NESTLE EVERYDAY Slim

NESTLE’S EVERTDAY Ghee

NESTLE’S MILK MAID

NESTLE’S Fresh and Natural Dahi

NESTLE’S Jeera Rita

NESTLE’S MILKMAID Fruit Yoghurt

NESTLÉ Milk

NESTLÉ Slim Milk

BEVERAGES:

NESCAFÉ CLASSIC

NESCAFÉ SUNRISE

NESTLÉ MILO

NESCAFÉ 3 IN 1

NESCAFÉ KOOLREZ

PREPARED DISHES AND COOKING AIDS

MAGGI 2-MINUTE NOODELS

MAGGI VEGETABLE ATTA NOODELS

MAGGI DAL ATTA NOODELS

MAGGI RICE NOODELS MAIN

MAGGI SAUCES

MAGGI PIZZA MAZZA

MAGGI HEALTHY SOUPS

MAGGI -HEALTHY SOUPS SANJEEVNI

CHOCOLATES & CONFECTIONARY

NESTLÉ KIT KAT

NESTLÉ KIT KAT LITE

NESTLÉ MUNCH

NESTLÉ MUNCH POP CHOC

NESTLÉ MILKY BAR

NESTLÉ BAR- ONE

NESTLÉ FUNBAR

NESTLÉ MILK CHOCOLATE

POLO POWER MINT

NESTLÉ ECLAIRS

NESTLEKITKAT

  are crisp wafer fingers covered with choco layer. NESTLÉ KIT KAT has a

unique finger format with a ‘breaking' ritual attached to it.

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

year over 12 billion NESTLÉ KIT KAT fingers are consumed around the globe.

NESTLE MUNCH

NESTLÉ MUNCH is wafer layer covered with delicious choco layer. NESTLÉ MUNCH

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

the largest selling SKU in the category!

NESTLE MILKY BAR:

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

2006 with a Calcium Rich recipe, NESTLÉ MILKYBAR is a favorite with parents to

treat their kids with.

NESTLE Milk Chocolate:

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

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

developed to produce a milk chocolate 'not merely as good as, but better than' the

imported milk chocolate'.

Four years of hard work were invested in the project and in 1905 what

was to be Cadbury's top selling brand was launched.

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

Dairy Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour and

smooth creamy texture, was ready to challenge the Swiss domination of the milk

chocolate market.

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.

COMPANY OVERVIEW OF CADBURY INDIA

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

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

company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur

(Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,

Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

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

Food Drinks and in the Candy category.

In the Chocolate Confectionery business, Cadbury has maintained its undisputed

leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk,

Éclairs and Celebrations. 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.

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,

Switzerland. And in 1824 John Cadbury opened in Birmingham

selling cocoa and chocolate.

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

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

 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

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

Ever see people hide away their chocolate since they don’t want to share

it! If you have, then its likely to be a bar of Cadbury Temptations!

Cadbury Temptations is a range of delicious premium chocolate in five

flavours.

Research revealed a niche segment of “ chocoholics” - those exposed to

international chocolates and those who love a variety of chocolates but

possibly find the price of international chocolates too high. Cadbury

Temptations is a range targeted at this segment of discerning chocolate

lovers.

The Cadbury Temptations range is available in 5 delicious flavour variants

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

Jamaica. With its international quality chocolate Temptations soon became a

popular brand for "chocoholics".

RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

SR. NO. PARTICULARS

1 RELEVANCE OF STUDY

2 RESEARCH PROBLEM

3 RESEARCH OBJECTIVE

4 RESEARCH DESIGN

5 SCOPE OF THE STUDY

6 DATA COLLECTION

SAMPLING DESIGN

INSTRUMENT

MODE OF DATA COLLECTION

7 LIMITATION OF STUDY

8 DATA ANALYSIS

RESEARCH METHODOLOGY

1. Relevance of the Study

This research is been conducted to survey the product performance and buying behavior

of consumer in selection of chocolates.

The relevance of the study is to survey the product performance and buying behavior of

two famous brands of chocolates – Nestle and Cadbury, which are consumed by people

of all ages. During this research I have interacted with people of Junagadh City. This

research is to know which particular brand of chocolate is most preferred by people of

different age groups.

2. Research Problem

Every research has their own problem and limitation but good researcher have to

overcome that problem by their skill.

In this research problem I would like to understand and analyze about the chocolates

products available at Junagadh and collect the feedback from group of people and I

wanted to know the developments made in direction of chocolates industry.

OBJECTIVE OF THE STUDY

3. Objective of the study

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

Cadbury chocolates. Objectives of the study are:

The other objective is to know about the customer satisfaction level

associated with the product and the customer preference level.

To increase customer satisfaction and recapture the market share by fulfilling

the customer needs.

To study the factors affecting the consumption pattern.

4. Research Design

For any researcher the research methodology is the most important criteria to decide

before the actual research process starts.

There are many methods for conducting the research some of them are as under;

a) Descriptive vs. Analytical b) Applied vs. Fundamental c) Quantitative vs. Qualitative

d) Conceptual vs. Empirical e) Field setting or laboratory testing research The design of a

research is a plan or a model that helps researcher to conduct a formal investigation and

survey. It is an application of methods and procedures for acquiring the information

needs for getting a desire out come. It decides the sources of data and methods for

gathering data. A good design insures that the information obtained is relevant to the

research question and that it was collected by objectives. Since, research design is simply

the frame work or plan for a study. It is a blue print that of a house devised by an

architect. My approach to research is descriptive and quite specific.

Out of these all research methods the research method, which was most suitable to my

research, was descriptive research because it provides me all the opportunities to cover

the all the aspect that I require to conduct the research and get an appropriate out come.

Descriptive Research:

Descriptive research includes surveys and fact – finding enquires of different kinds.

The major purpose of descriptive research is description of the state of affairs as it

exits at present. In social science and business research we often use the term Ex

post facto research for descriptive research studies. The main characteristic of this

method is that the researcher has no control over the variables; he can only report

what has happened or what is happening.

SCOPE OF THE STUDY

5. Scope of the Study:

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

learning is all pervasive in our lives, psychologists do not agree on how learning takes

place. How individuals learn is a matter of interest to marketers. They want to teach

consumers in their roles as their roles as consumers. They want consumers to learn about

their products, product attributes, potential consumers benefit, how to use, maintain or

even dispose of the product and new ways of behaving that will satisfy not only the

consumer’s needs, but the marketer’s objectives.

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

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

chocolates available but my study is limited to two major players of chocolates leaving

behind the others. The scope of my study is also restricts itself to junagadh region only.

There are 2 sources of data i.e.

A) Primary Data

The data, which are collected for the first time, directly from the respondents to the base

of knowledge & belief of the research, are called primary data.

The normal procedure is to interview some people individually or in a group to get a

sense of how people feel about the topic.

So far as this research is concerned, primary data is the main source of information

provided by the respondents.

B) Secondary Data

When the data is collected and compiled in the in a published nature it is called

Secondary data.

So far as this research is concerned internet, many brochures and magazines have been

5. DATA COLLECTION

a) SAMPLING DESIGN

It is true that it is very difficult to do research with whole universe. As we know that it is

not feasible to go with population survey because of the numerous Doctors and their

scattered location. So for this purpose sample size has to be determined well in advanced

and selection of the sample also has to be scientific so that it represents the whole

universe.

So far as this research is concerned, the sample size is 100.

b) INSTRUMENT

Taking into consideration research instrument selected by me is questionnaire because it

gives more flexibility in terms of data and it has been asked to the responder personally

and have an idea of getting an important unknown data that can be collected through their

behavior.

c) MODE OF DATA COLLECTION

Data collection mode is personal visit and filling up of the questionnaire.

SAMPLE UNIVERSE JUNAGADH CITY

SAMPLING TECHNIQUE STRATIFIED RANDOM

SAMPLING

SAMPLE SIZE 100

RESEARCH INSTRUMENT A STRUCTURED FORMATTED

QUESTIONNAIRE

6. LIMITATION OF STUDY

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

was kept in mind. Nevertheless, despite of fact constraints were at play during the

formulation of this project. The main limitations are as follows:

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

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

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

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

People were hesitant to disclose the true facts.

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

taken to avoid the same.

DATA ANALYSIS

Que1. Do you eat chocolate?

Anaylsis & interpretation:

Chocolate is a product which is like by the all age group of people. Accourding to the

survey 83% of people says yes they eat chocolate and 17% say no they are not eating

chocolate. May be the reason behind that is they are not eating chocolate on daily or

weakly basis or may be they are eating any other brand of chocolate.

PREFER CHOCOLATES?

83%

17%

YES NO

Que2. Which brand of chocolate do you prefer?

Analysis & Interpretation:

There are many brands available in the market. But the market leaders in India are

basically two brands like Cadbury & Nestle. According to survey 64% of the market is

captured by the Cadbury and only 36% of the market is covered by the Nestle. To capture

the market the company should do more advertising and sales distribution. And also

should maintain quality of the product compare to the competitors.

64

36

0

20

40

60

80

PREFERENCE OF BRAND

CADBURY NESTLE

Que3. Which sub-brand you have purchased?

Analysis & Interpretation:

In this survey nestle is having five sub-brands like kitkat, Munch, Milkybar, Barone,milk

chocolates and their consumption are like kitkat 12% ,munch 20 ,milky bar 1% ,bare one

2% ,and milk chocolate 1%. And if we talk about Cadbury the sub-brand of the Cadbury

is dairymilk, 5 star, perk, celebration and Temptation and their consumption are like

40

11 9

1 3

0

10

20

30

40

CADBURY

DARYMILK 5 STAR PERK CELEBRATIONS TEMPTATION

NESTLE

12

20

1 2 1

0

5

10

15

20

25

KIT KAT MUNCH MILKY BAR BAR ONE MILK CHOCOLATE

dairymilk 40%, 5 star11%, perk9%, celebration1% and Temptation 3%. According to the

survey the highest selling product is Cadbury.

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

CADBURY

Analysis & Interpretation

In this survey I found that the most selling product is Munch the sub-brand of Nestle the

Munch has capture the 50% of the market as compared to the Cadbury product the

highest selling product of Cadbury is Dairy milk which captured the market stake of 30%

30

7

21

42

0

5

10

15

20

25

30

RANKING SUB BRANDS

DARYMILK 5 STAR PERK CELEBRATIONS TEMPTATION

RANKING SUB BRAND

33%

50%

3%11% 3%

KIT KAT MUNCH MILKY BAR BAR ONE MILK CHOCOLATE

which is as compared to Much 20%less which is a good sigh for Nestle and the less

consumption of the Nestle product is Milk bar & Milk Chocolate the market share is only

Que5. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column)

1 3

96

0

0

20

40

60

80

100

PRICE

VERY IMP. IMPORTANT NORMAL LEAST IMP.

FLAVOUR/TASTE

88%

9% 2% 1%

VERY IMP. IMPORTANT NORMAL LEAST IMP.

126 4

78

0

20

40

60

80

PACKAGING

VERY IMP. IMPORTANT NORMAL LEAST IMP.

78

126 4

0

20

40

60

80

QUALITY

VERY IMP. IMPORTANT NORMAL LEAST IMP.

Analysis & Interpretaion:

Whenever we are consuming any food product our main focus in on the quality and price

in India there is more concentrating on the quality of product rather than other parameters

of the product in this survey I found that the basic concentration of the consumer is on

taste 88% says that they purchase if they like the taste of the product. 96% says if normal

price would be there a taste is good than price dose not matter. 78% of the consumer says

that if they are getting best quality product at nominal price than the packaging is least

important. 78% says that they are mainly seeing the quality of the product if the product

is qualitative than they are ready to pay any price for that product.

Que6. Which form of a chocolate do you like?

FORM OF CHOCOLATE

47

29

18

6

0

10

20

30

40

50

HARD CRUNCHY NUTTIES CHEW

Analysis & interpretation:

Every person have there own taste and preferences towards the eatable product in

chocolates there are four varieties available in the market among this 47% of the

consumer like hard chocolates, 29% of the consumer like crunchy chocolates, 18% of the

consumer like nutties chocolates & only 6% of the consumer like Chew chocolates.

Que7. What pack do you purchase?

73

1710

0

20

40

60

80

PACK PREFERENCE

SMALL BIG FAMILY PACK

Analysis & Interpretation:

The chocolates are available in the market in different packaging like small, big, &

family pack, from the survey we can say that the consumption of the chocolates are more

eaten by the teenage group so they more prefer the small packaging because of there

availability in market is good and most important thing is its very much affordable.

According to the survey 73% are using small pack, 17% are using big pack of the

chocolates, 10% are consuming family pack because of there high price. So we can easily

see that the consumption of small pack is having boom in the market compare to other

packaging.

Que8. Which promotional offers attract you most?

PROMOTIONAL OFFERS

12%

84%

4%

FREE GIFTS PRICE OFFER ANY OTHER

Analysis & Interpretation:

To sell out the product there are many promotions activity conducted by the company to

face the competition the offer give by the company are like free gift, price offer, or any

other scheme. In this 12% are giving the free gift offer (scratch the card scheme), 84%

are directly giving the price offer, and 4% giving the any other kind of scheme.s

Que9.Which of these factors affects your purchase?

69

1 2 0

21

7

0

20

40

60

80

FACTORS AFFECTING PURCHASE

ADVERTISEMENT SUGGESTIONS ATTRACTIVE DISPLAYDOCTOR'S ADVICE BRAND AMBASSADORS INGREDIANTS

Analysis & Interpretation:

There are many factors affecting at the time of purchase. So company is doing

promotional activities to acquire the desired target of the product. Basically there are six

main type of the promotional activities like 69% of the advertisement, 1% of the

suggestions, 2% of the attractive display, 0%of the doctors advice, 21% of the companies

are using Brand Ambassadors in there advertisement, 7% of the ingredients. So all this

factors are affecting the purchase.

Que10. Which media of advertisement influence your purchase?

Analysis & Interpretation:

In today’s competitive market advertisement is the main tool for selling the product

because every single person is watching or reading the advertisement. So it become easy

to make people aware about the product. So companies are using advertisement media

like 67% of the television adds, 7% of the Hoardings, 3% of the advertisement given on

local as well as national newspapers, & 23% are using display adds.

Que11. If your preferred brand is not available for repeat purchases then what will you do?

ABSENCE OF PREFERED BRANDS

11%

40%

49%

POSTPONE PURCHASE SWITCH OVER SEARCH BRAND

Analysis & Interpretation:

Every person is having there own taste & preferences. Some consumer are compromising

with there taste and preferences and some are not according to the survey 11% of the

consumer are postponing the purchase of the product, 40 % of the consumer are switch

over to any other product, & 49 % will search the product at any other place they don’t

compromise for the same.

Findings

Findings

From the one and half month experience of my research project with SHREEJI

DISTRIBUTORS OF NESTLE AT JUNAGADH. I have come to know lot things and it

has enhanced my knowledge to great extent. I found many things which are well

executed by distributors. Here are some of the key findings given by me are purely based

on my research. It doesn’t have any kind of bias from my side.

They are given as under.

By doing the comparison of Nestle and Cadbury chocolates I have found that the

preference of the chocolates more preferred by the consumer is Cadbury

From the analysis I have found that nestle some brand has covered 50% of the market in

one product (Munch) of the chocolates which is a very good sign for the company.

Through the research I found that consumer is very conscious about the quality of the

product in that matter they are not ready to compromise. And I found both company

product are very qualitative.

In some cases I found that if a product is not available in the market than some consumer

would to switchover to another product or brand.

So from these survey I have found that the consumption of the chocolates are more in

children and teenage group though having any occasion or not having any occasion.

The most selling product of both the company are in small size of chocolates and there

market is 73% because its not much costlier. And also easily available & affordable.

Suggestions

SUGGESTIONS

Chocolates products at Junagadh city are available in comparison to previous years, but

still there is requirement of development in Chocolate products. SHREEJI

DISTRIBUTERS is regarded to be the best service distributors according to Retailer. Due

to increasing overall cost in Chocolate Products everywhere, cost format should be made

as such that it is affordable to each and everyone in the society. In this I also found that if

the demanded brand is not available, so at that time the customers switch over the brand

of the chocolate so, here the company should build up the healthy distribution channel by

which company can attract the customers and company loose the fear from the market.

BIBLIOGRAPHY

BIBLIOGRAPHY

Web sites:

www.nestle.com

www.nestle.inchocoinfo.com

www. nestle bar-one.com www.business-standard.com

www.babymilkaction.org

Books:

1. Marketing Management

2. Research Methodology

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