A REPORT ON CONSUMER SURVEY OF CHOCOLATES

SUBMITTED TOPROF.VIJAY NAGRANI

SUBMITTED BYDEEPIKA SHARMA (04)RENU GOTHWAL (13)

DATE OF SUBMISSION MARCH 27th,2009

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ACKNOWLEDGEMENT

We are grateful to a number of people who have helped us through out this assignment and made the assigment a successful one.I extend our sincere gratitude to Mr. Vijay Nagrani sir, faculty in charge for guiding us throughout the assignment. He had been of a great support and a guide to us during the entire course work and for the successful completion o f this assignment that he gave.We would like to thank those who have given their precious time and effort in providing us with the valuable data and information about the project.

Date: March27th,2009

Deepika SharmaRenu Gothwal

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TABLE OF CONTENTS

Page no. Introduction 4 Objectives 6 Executive summary 7 Research Design 8 Detailed findings and observation 9-32 Sample questionnaire 33-34 Excel Sheet 35-40 References 41

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INTRODUCTION

The market survey conducted by us on Chocolate as a part of our course curriculum provides us with in depth understanding of how the market (i.e.) consumers behave towards the various brands of chocolates. This helped in getting the detailed knowledge of various tool and techniques used by the marketing researchers. And while undergoing this research model we have also seen the real endeavourer that goes on in the present competitive market situations. The buying perception of the ultimate consumers and customers was also of the paramount importance with the regard of study registered. 

CADBURY

Cadbury is a beverage and confectionary company with its headquarters in London, United Kingdom, and is the world's largest confectionery manufacturer. The company founded in 1824, was originally called Cadbury Schweepes but was renamed Cadbury. Cadbury is the market leader with 72% market share.

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NESTLE

NESTLE is a multinational packaged food company founded and headquartered in Vevey, Switzerland. It originated in a 1905 merger of the Anglo-Swiss Milk Company for milk products. Nestle stands 2nd in the market share, lead by Cadbury.

AMUL

AMUL (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. Amul is the largest food brand in India and world's Largest Pouched Milk Brand.

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OBJECTIVES

The purpose behind the research was to figure out the consumer buying behavior in case of Chocolates.

The research was carried out in 3 segments to get an overview of different preference across different sectors.

The research was conducted to know the most popular brand of chocolates.

The research was also conducted to know the prefences of customers while purchasing a chocolate.

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Executive Summary

From the survey conducted on chocolates through specially designed questionnaires it is found that there are consumers of different profiles in the market generally fall in the following age bracket – 10-20, 21-30, 30 and above. Based on the survey, we find following information……

A sample size of 60 was taken and primary research was done in the CSKM school, EMPI B- school and Saket market.

The sample population consisted to 3 broad segments School going students between 10-20 yrs. College going adults between 21-30 yrs. Working Professionals above 30

Cadbury is the most popular brand followed by Nestle which is at second position.

The inference drawn from these given diagrams of age group10-20 illustrates various facts about the preferences of the respondents below20. Most of the respondents of this group buy chocolate once a day and like to prefer the extra large size the most. Respondents preferably buy it from local grocery shops. Kind of chocolate does not matter much for respondents of this group. The most important inference drawn from it is this that most of the respondents are aware of the fact that chocolates are good only if they are eaten properly.

The inference given from these upper given diagrams is that all respondents of the age group 20-30 like chocolate. Most of the respondents buy chocolate once a day and brand here matters a lot. Major portion of respondents buy chocolates from local grocery shops and they like to purchase medium size chocolate. Dark chocolate is preferred over other kinds of chocolates. The most interestinf fact that has come out from it is that half of the

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respondents think that chocolate is good if eaten properly and rest half don’t care they just eat.

The inference drawn from the given diagram says that all respondents like chocolates and they often buy chocolates and they feel that its good if eaten well. Cadbury is the preferred brand and they buy more from local grocery shops.

RESEARCH DESIGN

SAMPLING AND ITS CHARACTERISTICS

This is one of the most important section of this report as it contains descriptions of the sampling units in terms of their geographical locations, socio-economic profile and other possible regulated details related to the sample used in the market research.

SAMPLING PLAN :-- As far as this sampling plan is concerned, every possible kind of consumer is covered to get the broad prospective of the research. The information was gathered from a sample drawn from distinct segments of the consumers divided into following brackets:-

School going students College going adults Working professionals.

SAMPLING MEDIA :-- The information regarding the market research and study of chocolates has been gathered personally using specially designed questionnaires using various kinds of questions. For example, close end dichotomy questions, multiple choice questions, ranking questions.

Sample Size :-- 60School going students—20College going adults --- 20Working professionals--- 20

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QUES1. Gender

Objective:The purpose was to segment the population on the basis of sex as male and female have different preferences.

Inference:The above pie chart shows that the sample population consisted of 50% male and 50% female.

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50%50%MALE

FEMALE

QUES2. Age Group

Objective:This question helps us to come to the conclusion as to what is the formation of our sample population according to the age group.

Inference:The above bar chart illustrates that the sample population consisted of 3 different segments with equal size.

10

0

5

10

15

20

10-20 20-30 30 and above

AGE GROUP

QUES3. Do you like chocolate?

Objective--- The objective of this question is to figure out the respondents who eat chocolates.

Inference--- The above pie diagram shows that 88% of respondents like chocolate and 12% do not like.

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DO YOU EAT CHOCOLATES?

88%

12%

YES

NO

QUES4. How many times you buy chocolate?

Objective—The objective of this question is to know the number of times respondents buy chocolates.

Inference--- The inference drawn from the given pie diagram is that 31% respondents like to buy chocolate 2 to 3 times a week, followed by 27% who like to buy only on special occasions.

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24%

31%16%

27%

2%

Once a day

2 to 3 times aweek

Once a week

On specialoccasions

Others(pleasespecify)

QUES5. Where do you normally buy chocolates from?

Objective—The objective of this question is to know from where the respondents like to buy chocolate from.

Inference--- The above given diagram shows that 36 respondents out of 51 buy chocolates from Local grossary shops and 15 buy from super markets.

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36

15

0

5

10

15

20

25

30

35

40

Local grossaryshops

Super Markets

Series1

QUES6. Rate your preferences in choice of Chocolates on scale 1-7?

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TASTE PREFERENCES

12

3

4

5

6

71

2

3

4

5

6

7

SWEETNESS

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3

4

5

6

7

1

2

3

4

5

6

7

15

PRICE

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3

4

5

6

7

1

2

3

4

5

6

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BRAND

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3

4

5

6

7

1

2

3

4

5

6

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PACKAGING

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3

4

5

6

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1

2

3

4

5

6

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FLAVOUR

12

3

4

5

6

7

1

2

3

4

5

6

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SHAPE

1 2

3

4

5

6

7 1

2

3

4

5

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QUES7. How big would you like the chocolate to be?

Objective—The objective of the question is to know about the size of the chocolate mostly preferred by the respondents.

Inference—The inference illustrates that more than 50% of the respondents prefer medium size chocolate.

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6%

54%

20%

20%

SMALL

MEDIUM

LARGE

EXTRA LARGE

Ques8. Which brand of chocolate you prefer most?

Objective--- The above questions is asked to know the most popular brand in the market.

Inference--- The inference drawn from the above diagram is that respondents prefer Cadbury the most.

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31

13

3 40

5

10

15

20

25

30

35

CADBURY NESTLE AMUL OTHERS

QUES 9—What kind of chocolates do you prefer?

Objective—The objective of this question is to know the kind of chocolate preferred by the respondents.

Inference--- The above diagram shows that Coco base and Dark chocolate are equally preferred.

20

18

15

18

13.5

14

14.5

15

15.5

16

16.5

17

17.5

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COCO BASE MILK BASE DARK CHOC

QUES10. In your opinion, Chocolate is……….

Objective--- This question serves the basic objective to know opinion of respondents about chocolates.

Inference--- The inference drawn from this diagram is that most of the respondents feel that chocolate is good if eaten properly.

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7

28

18

0

5

10

15

20

25

30

Bad forhealth

Good ifeaten well

Don't care Ijust eat

Series1

SEGMENT WISE ANALYSIS

AGE GROUP 10-20

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GENDER

50%50%MALE

FEMALE

DO YOU IIKE CHOCOLATES?

90%

10%

YES

NO

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HOW MANY TIMES YOU BUY ?

30%

40%

20%

10% 0% ONCE A DAY

2 TO 3 TIMES ADAY

ONCE A WEEK

ON SPECLOCCASION

OTHERS

SIZE PREFERRED

0%

30%

25%

45%SMALL

MEDIUM

LARGE

EXT LARGE

KIND OF CHOCOLATE

35%

40%

25%

COCO BASE

MILK BASE

DARK CHOC

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FROM DO YOU BUY?

72%

28%

LOCAL SHOPS

SUPER MARKETS

BRAND OF THE CHOCOLATE

45%

40%

10%

5%

CADBURY

NESTLE

AMUL

ANY OTHER

INFERENCE---- The inference drawn from these given diagrams of age group10-20 illustrates various facts about the preferences of the respondents below20. Most of the respondents of this group buy chocolate once a day and like to prefer the extra large size the most. Respondents preferably buy it from local grocery shops. Kind of chocolate does not matter much for respondents of this group. The most important inference drawn from it is this that most of the respondents are aware of the fact that chocolates are good only if they are eaten properly.

25

25%

60%

15%

BAD

GOOD

DONTCARE

AGE GROUP 20-30

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GENDER

50%50%MALE

FEMALE

DO YOU LIKE CHOCOLATES?

100%

0%

YES

NO

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HOW MANY TIMES YOU BUY?

35%

35%

5%

25%

0%

ONCE A DAY

2 TO 3 TIMES AWEEK

ONCE A WEEK

ON SPECALOCCASION

OTHERS

FROM WHERE DO YOU BUY?

80%

20%

LOCAL GROCERY SHOPS

SUPER MARKETS

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SIZE OF CHOCOLATE

10%

60%

15%

15%

SMALL

MEDIUM

LARGE

EXT LARGE

BRAND

80%

10%

10% 0%

CADBURY

NESTLE

AMUL

OTHER

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KIND OF CHOCOLATE

35%

5%

60%

COCO BASE

MILK BASE

DARK CHOCOLATE

OPINION

0%

50%50%

BAD FOR HEALTH

GOOD IF EATENWELL

DON'T CARE IJUST EAT

INFERENCE--- The inference given from these upper given diagrams is that all respondents of the age group 20-30 like chocolate. Most of the respondents buy chocolate once a day and brand here matters a lot. Major portion of respondents buy chocolates from local grocery shops and they like to purchase medium size chocolate. Dark chocolate is preferred over other kinds of chocolates. The most interestinf fact that has come out from it is that half of the respondents think that chocolate is good if eaten properly and rest half don’t care they just eat.

SEGMENT WISE ANALYSIS

AGE GROUP 30 AND ABOVE

30

GENDER

75%

25%

YES

NO

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HOW MANY TIMES YOU BUY?

5%5%

16%

42%

32%

ONCE A DAY

2 TO 3 TIMES A WEEK

ONCE A WEEK

ON SPECL OCCASION

OTHER

FROM WHERE DO YOU BUY?

57%

43%LOCAL GROCERY SHOP

SUPER MARKET

SIZE

5%

50%

15%

30%

SMALL

MEDIUM

LARGE

EXTRA LARGE

INFERENCE--- The inference drawn from the given diagram says that all respondents like chocolates and they often buy chocolates and they feel that its good if eaten well. Cadbury is the preferred brand and they buy more from local grocery shops.

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BRAND

35%

20%

15%

30%

CADBURY

NESTLE

AMUL

OTHERS

OPINION

14%

50%

36% BAD FOR HEALTH

GOOD IF EATENWELL

DON'T CARE, JUSTEAT

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35

36

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REFERENCES

www.amul.com www.cadburysindia.com www.netle.in www.choclatesurvey.com www.opinioncenter.com

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