17368896 8201172 Study of Consumer Behaviour Towards Nestle and Cadbury Choclates

8/7/2019 17368896 8201172 Study of Consumer Behaviour Towards Nestle and Cadbury Choclates

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STUDY OF CONSUMER PREFERENCE TOWARDS

CADBURY AND NESTLE CHOCOLATES

PROJECT REPORT SUBMITTED TO RIMT-IMCT,

IN PARTIAL FULFILMENT OF THE

REQUIREMENT FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

GUIDE: SUBMITTED BY:

Ms. MANJARI JASDEEP SINGH KANDHARI

ENROLMENT No.632222356

RIMT-INSTITUTE OF MANAGEMENT AND

COMPUTER TECHNOLOGY,MANDI GOBINDGARH


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DECLARATION

Hereby declare that the project report entitled STUDY OF CONSUMER

PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES submitted forthe degree of Master of Business Administration, is my original work and the projectreport 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 orinstitution for the award of any degree or diploma.

Place:Date: Jasdeep Singh

MBA-IV Sem


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CERTIFICATE

This is to certify that Mr.JASDEEP SINGH of MBA fourth semester of RIMT, Mandi

Gobindgarh has completed her project report on the topic of STUDY OF CONSUMERPREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES under thesupervision of Ms.MANJARI faculty member of RIMT-IMCT.

To best of my knowledge the report is original and has not been copied or submittedanywhere else. It is an independent work done by him

Ms.ManjariRIMT-IMCT

Mandi Gobindgarh


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ACKNOWLEDGEMENT

Survey is an excellent tool for learning and exploration. No classroom routine can

substitute which is possible while working in real situations. Application of theoreticalknowledge to practical situations is the bonanzas of this survey.

Without a proper combination of inspection and perspiration, its not easy to achieveanything. There is always a sense of gratitude, which we express to others for the helpand the needy services they render during the different phases of our lives. I too wouldlike to do it as I really wish to express my gratitude toward all those who have beenhelpful to me directly or indirectly during the development of this project.

First of all I wish to express my profound gratitude and sincere thanks to my esteemedlearned Director Dr. B.S. Bhatia, Director RIMT, Mandi Gobindgarh, who allowedme to conduct the survey.

I would like to thank my professor Ms. Manjari who was always there to help and guideme when I needed help. His perceptive criticism kept me working to make this projectmore full proof. I am thankful to him for his encouraging and valuable support. Workingunder him was an extremely knowledgeable and enriching experience for me. I am very

thankful to him for all the value addition and enhancement done to me.

No words can adequately express my overriding debt of gratitude to my parents whosesupport helps me in all the way. Above all I shall thank my friends who constantlyencouraged and blessed me so as to enable me to do this work successfully.

Jasdeep Singh

MBA


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TABLE OF CONTENTS

CHAPTER CHAPTER NAME CONTENTS PAGE

NUMBER NUMBER

I INTRODUCTION TO THE INTRODUCTION 2STUDY

CONSUMER PREFERENCE 3SCOPE OF THE STUDY 4OBJECTIVES OF THE 5

STUDYLIMITATIONS OF THE 6

STUDYII INTRODUCTION OF HISTORY OF CHOCOLATE 10

CHOCOLATE AND

COMPANYS PROFILECHOCOLATE 15

PRODUCTIONCONSUMTION OF 19

CHOCOLATE IN INDIANESTLES PROFILE 20

CADBURYS PROFILE 25III RESEARCH & DESIGN BASIS OF RESEARCH AND 33

METHODOLOGY DESIGN

IV FINDINGS & ANALYSIS ANALYSIS OF DATA 36FINDINGS 61CONCLUSION 62

SUGGESTIONS AND 63

RECOMENDETATIONSV BIBLIOGRAPHY 65VI ANNEXURE 67

LIST OF TABLES

TABLE TITLE PAGE

NUMBER NUMBER 1 LIKING FOR THE CHOCOLATES 36


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2 DIFFER ENT AGE GROUPS 373 PREFERENCE ACCORDING TO AGE GROUPS384

BRAND PREFERENCE 395 PURCHASE OF CADBURY CHOCOLATES 406 PURCHASE OF NESTLE CHOCOLATES 417 OVERALL PURCHASE OF CHOCOLATES 428 PREFERENCE OF SUBRANDS OF CADBURY 43

CHOCOLATES9 PREFERENCE OF SUB-BRANDS OF NESTLE 44

CHOCOLATES10 INFLUENCING FACTORS DURING PURCHASE 4511 INFLUENCING FACTORS DURING PURCHASE OF 46

CADBURY CHOCOLATES12 INFLUENCING FACTORS DURING PURCHASE OF 47

NESTLE CHOCOLATES13 FACTORS GIVI NG MOST SATISFACTION TO 48

CONSUMERS14 FACTORS GIVI NG MOST SATISFACTION TO 49

CONSUMERS IN CADBURY CHOCOLATE15 FACTORS GIVI NG MOST SATISFACTION TO 50

CONSUMERS IN NESTLE CHOCOLATE16 FORM PREFERENCE 5117 PACK OF CHOCOLATES PREFERED 5218 PROMOTIONAL OFFERS 5319 FACTORS AFFECTING PURCHASE 54

TABLE TITLE PAGE

NUMBER NUMBER 20 MEDIA OF ADVERTISEMENT 5521 FREQUENC Y OF CONSUMPTION 5622 REASONABLE PRICE 57

23 CONSUMERS BR AND LOYALTY 5824 REACTION OF CONSUMERS IF NEW BRAND IS 59

INTRODUCED


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LIST OF GRAPHS

TABLE TITLE PAGE

NUMBER NUMBER 1 LIKING FOR THE CHOCOLATES 362 DIFFER ENT AGE GROUPS 373 PREFERENCE ACCORDING TO AGE GROUPS384

BRAND PREFERENCE 395 PURCHASE OF CADBURY CHOCOLATES 406 PURCHASE OF NESTLE CHOCOLATES 417 OVERALL PURCHASE OF CHOCOLATES 42

8

FORM PREFERENCE 51

9 PACK OF CHOCOLATES PREFERED 5210 PROMOTIONAL OFFERS 5311 FACTORS AFFECTING PURCHASE 5412 MEDIA OF ADVERTISEMENT 5513 FREQUENC Y OF CONSUMPTION 5614 REASONABLE PRICE 57


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15 CONSUMERS BR AND LOYALTY 5816 REACTION OF CONSUMERS IF NEW BRAND IS 59

INTRODUCED


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INTRODUCTION

In this research I have survey the product performance and buying behavior of twofamous brands of chocolates Nestle and Cadbury, which are consumed by people of allages. During this research I have interacted with people of Ambala. After this researchI 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 knowwhich 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 theyconsume, whether they buy small, big or family pack. Trend of ongoing changes in their

likings has been shown in the report. In this report I have tried to explain the entireresearch and facts product wise.


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CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a ver y important person to amarketer. 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 successfulmarketer, he must know the liking or disliking of the customers. He must also know thetime and the quantity of goods and services, a consumer may purchase, so that he maystore the goods or provide the services according to the likings of the consumers. Goneare the days when the concept of market was let the buyers beware or when the marketwas mainly the sellers market. Now the whole concept of consumer s sovereignty

prevails. The manufacturers produce and the sellers sell whatever the consumer likes. Inthis sense, consumer is the supreme in the market.

As consumers, we play a very vital role in the health of the economy local, national orinternational. The decision we make concerning our consumption behavior affect thedemand 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.


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

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

ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment,

utility they provide. More generally, it can be seen as a source of motivation. In cognitivesciences, 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 goodsthey buy and their evaluation of these goods after use. So for success of any company or

product promotion it is ver y necessary to depart its concentration towards consumerpreference.

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact thatlearning 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 teachconsumers in their roles as their roles as consumers. They want consumers to learn abouttheir products, product attributes, potential consumers benefit, how to use, maintain oreven dispose of the product and new ways of behaving that will satisfy not only theconsumers needs, but the marketer s objectives.

The scope of my study restricts itself to the analysis of consumer preferences, perceptionand consumption of Cadbury and Nestle Chocolates. There are many other brands ofchocolates 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 Ambala region only.


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OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior towards Nestle andCadbur y 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.


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LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topicwas kept in mind. Nevertheless, despite of fact constraints were at play during theformulation 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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Chocolate

The very word makes your mouth water.

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


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Chocolates

Chocolates! Chocolates!

Ever y body has a liking for them, be they in the form of bar

Or a tiny little gem,

Or shaped like a rectangle,

Or a sphere, a brick or an clair.For chocolate lovers it is fun,

To have them during rain, breeze or sun.

They are white and brown in color,

And taste sweet and bitter

Some have them in a glass of cold coffee, or in the form of a toffee.

Some eat them when they are sad

Some relish them when they are happy or have sweet dreams,

But I feel, to have chocolatesWe dont need a reason,

Cause we can have itAnytime, any season!


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History of chocolate:

The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations inCentral America, who first enjoyed chocolati a much-prized spicy drink made fromroasted cocoa beans.Throughout its history, whether as cocoa or drinking chocolate beverage or confectionarytreat, chocolate has been a much sought after food.

The Aztec empire

Chocolate(in the form of a luxury drink) was consumed in large quantities by theaztecs: the drink was described as finely ground, soft, foamy, reddish, bitter with chilliwater, aromatic flowers, vanilla and wild bee honey.The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtainsupplies 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 madecaptain 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 drinkenjoyed by the rich in Spain.

Chocolate across Europe

An Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. Hehad visited Central America and seen how the Indians prepared the cocoa beans and howthey made the drink, and by 1606 chocolate was well established in Italy.


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Drinking chocolate

The secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 ofSpain married king Louis 13 of FranceThe 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 ofdrinking 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 Englishdoctor, sir Hanss sloane, who- after traveling in south America- focused on cocoa andfood values, bringing a milk chocolate recipe back to England.The original Cadbur y milk chocolate was prepared to his recipe.

History:

The earliest record of chocolate was over fifteen hundred years ago in the centralAmerica rain forests, where the tropical mix of high rain fall combined with high yearround temperatures and humidity provide the ideal climate for cultivation of the plantfrom 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 thegodsCacao 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 thecacao tree with maize and capsicum peppers and letting the mixture ferment. This drinkwas reserved for use in ceremonies as well as for drinking by the wealthy and religiouselite; 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 thever y wealthy. The Aztecs called this drink xocolatl, the Spanish conquistadors found this


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almost impossible to pronounce and so corrupted it to the easier chocolat the Englishfurther changed this to chocolate.The Aztecs regarded chocolate as an aphrodisiac and their emperor, Montezumareputedly drank it fifty times a day from a golden goblet and is quoted as saying ofxocolatl: the divine drink, which builds up resistance and fights fatigue. A cup of this

precious drink per mits 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 byCortez, by this time the conquistadors had learned to make the drink more palatable toEuropean tastes by mixing the ground roasted beans with sugar and vanilla ( a practicestill 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 broughtback from the new world by the Spanish treasure fleets were roasted and ground, and bythe early 17th century chocolate powder from which the European version of the drinkwas made- was being exported to other parts of Europe. The Spanish kept the source ofthe 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 tofind it loaded with what appeared to be dried sheeps droppings, they burned the wholeship in frustration. If only they had known, chocolate was so expensive at that time, thatit 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, Germanyand in about 1520 it arrived in England.The first chocolate house in England opened in London in 1657 followed rapidly bymany others. Like the already well established coffee houses, they were used as clubswhere the wealthy and business community met to smoke a clay pipe of tobacco,conduct business and socialize over a cup of chocolate.


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Back to the Americas

Events went full circle when English colonists carried chocolate (and coffee) with themto Englands colonies in north America. Destined to become the united states of Americaand 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 ofEnglish civil war and pilgrim fathers fame and a histor y of chocolate would not becomplete without mentioning their part in it. Some of the most famous names inchocolate were Quakers, who for centuries held a virtual monopoly of chocolate makingin the English speaking world fr y, Cadbury and row tree are probably the best known.Its probably before the time of the English civil war between parliament and king Charles1st that the Quaker s who evolved from the puritans, first began their historic associationwith 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 (likethe 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 biblicalstaff 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 heavilyinvolved 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 fr y of fr y &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 Swisscompany nestle, to form the largest chocolate manufacturer in the world. Cadbury havestayed 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 it

The first mention of chocolate being eaten in solid form is when bakers in England beganadding cocoa powder to cakes in the mid 1600s. Then in 1828 a Dutch chemist, Johannesvan 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 fr y & 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 firstmilk 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 thesweetish flesh of the cocoa fruit. They regarded the precious bean aswaste 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 whichpractically all varieties can be categorised: Criollo and Forastero cocoas.The pure variety of the Criollo tree is found mainly in its native Equadorand 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 productionof high- quality chocolate and for blending. However, Criollo cocoa accounts for only10% of the world crop. The remaining 90% is harvested from trees of the Forasterofamily, with its many hybrids and varieties. The main growing area is West Africa. Thecocoa tree can flourish only in the hottest regions of the world.

TheHarvestImmediately after harvesting, the fruit is treated to prevent it from rotting.At fermentation sites either in the plantation or at, collecting points, thefruit is opened.

Fermentation

The fermentation process is decisive in the production of high quality raw cocoa. Thetechnique 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 dr y on the sun-soaked groundor 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 ofwood, jute fibres, sand and even the finest dust are extracted by powerfulvacuum equipment.

Roasting

The subsequent roasting process is primarily designed to develop the aroma. The entireroasting 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 ever y chocolate factory lies in the special mixing ratios, which it hasdeveloped for different types of cocoa.

Grinding

The crushed cocoa beans, which are still fairly coarse are now pre-ground by specialmilling equipment and then fed on to rollers where they are ground into a fine paste. Theheat 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, liquidmixture.

This is dark brown in color with a characteristic, strong odour. During cooling itgradually sets: this is the cocoa paste.


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At this point the production process divides into two paths, but which soon join again. Apart of the cocoa paste is taken to large presses, which extract the cocoa butter. The otherpart passes through various blending and refining processes, during which some of thecocoa butter is added to it. The two paths have rejoined.

CocoaButter

The cocoa butter has important functions. It not only forms part of everyrecipe, but it also later gives the chocolate its fine structure, beautifullustre and delicate, attractive glaze.

Cocoa Powder

After the cocoa butter has left the press; cocoa cakes are left which still contain a 10 to20% proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted inseveral stages and we obtain a dark, strongly aromatic powder, which isexcellent for the preparation of delicious drinks - cocoa. Cocoa paste,cocoa butter, sugar and milk are the four basic ingredients for makingchocolate. By blending them in accordance with specific recipes the three types ofchocolate 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 orcondensed 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 verticallymounted steel rollers rotate in opposite directions. Under heavy pressurethey pulverise the tiny particles of cocoa and sugar down to a size ofapprox. 30 microns. (One micron is a thousandth part of a millimetre.)


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Conching

But still the chocolate paste is not smooth enough to satisfy our palates.But within two or three days all that will have been put right. For duringthis period the chocolate paste will be refined to such an extent in the

conches that it will flatter even the most discriminating palate.

Conches (from the Spanish word "concha", meaning a shell) is the name given to thetroughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to80 C and, while being constantly stirred, is given a velvet smoothness by the addition ofcertain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste thentakes place in the conches: its bitter taste gradually disappears and the flavor is fullydeveloped. 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 160gms 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. Astrong volume growth was witnessed in the early 90s when Cadbury repositionedchocolates from children to adult consumption. The biggest opportunity is likely to stemfrom increasing the consumer base. Leading players like Cadbury and Nestle have beenattempting to do this by value for money offerings, which are affordable to the masses.


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NESTLE

Nestle India

Nestle India is a subsidiary of Nestle S.A. of Switzerland. The company insists onhonesty, integrity and fairness in all aspects of its business and expects the same in itsrelationships.

Nestle India- Presence Across India

Beginning with its first investment in Moga in 1961, Nestls regular and substantialinvestments established that it was here to stay. In 1967, Nestl set up its next factory atCholadi (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 atPonda 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 itsfirst 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 theAnglo-Swiss Condensed Milk Company in 1905, Nestl has grown to become theworlds largest and most diversified food Company, and is about twice the size of itsnearest competitor in the food and beverage sector.

Nestls trademark of birds in a nest, derived from Henri Nestls personal coatof arms, evokes the values upon which he founded his Company. Namely, the values ofsecurity, maternity and affection, nature and nourishment, family and tradition. Today, itis not only the central element of Nestls corporate identity but serves to define theCompanys products, responsibilities, business practices, ethics and goals.

In 2004, Nestl had around 247,000 employees worldwide, operated 500factories in approx. 100 countries and offered over 8,000 products to millions of

consumers universally. The Companys transparent business practices, pioneeringenvironment policy and respect for the fundamental values of different cultures haveearned it an enviable place in the countries it operates in. Nestls activities contribute toand 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 peoplethroughout their lives, throughout the world.

Nestle Brands

Milk Products & Nutrition

Beverages

Prepared Dishes and Cooking Aids

Chocolates & Confectionar y


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MILK PRODUCTS AND NUTRITION:

NESTL EVERYDAY Dairy Whitener

NESTL EVERYDAY Slim

NESTL EVERYDAY Ghee

NESTL MILKMAID

NESTL Fresh 'n' Natural Dahi

NESTL Fresh 'n' Natural Slim Dahi

NESTL Jeera Raita

NESTL MILKMAID Fruit yoghurt

NESTL Milk

NESTL Slim Milk

BEVERAGES:

NESCAF CLASSICNESCAF SUNRISENESTL MILONESCAF 3 in 1

NESCAF Koolerz

PREPARED DISHES AND COOKING AIDS

MAGGI 2-MINUTE NoodlesMAGGI Vegetable Atta NoodlesMAGGI Dal Atta NoodlesMAGGI Rice Noodles Mania

MAGGI SaucesMAGGI Pizza Mazza


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MAGGI Healthy SoupsMAGGI Healthy Soup- Sanjeevni

MAGGI MAGIC Cubes

CHOCOLATES & CONFECT IONARY

NESTL KIT KATNESTL KIT KAT LITENESTL MUNCHNESTL MUNCH POP CHOCNESTL MILKYBARNESTL MILKYBAR CHOONESTL BAR-ONENESTL FUNBARNESTL Milk Chocolate

POLO

POLO PowermintNESTL 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 everyyear 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 MUNCHis so crisp, light and irresistible that you just can't stop Munching.' NESTL MUNCH isthe largest 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 totreat 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 Chocolate is 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 powderJohn paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today'sstandards this chocolate was not particularly good: it was coarse and dr y and not sweet or

milky enough for public tastes.

There was a great deal of competition from continental manufacturers, not only theFrench,but also the Swiss, renowned for their milk chocolate.Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. Aconsiderable amount of time and money was spent on research and on new plant designedto produce the chocolate in larger quantities.

A recipe was for mulated incorporating fresh milk, and production processes weredeveloped to produce a milk chocolate 'not merely as good as, but better than' theimported milk chocolate'.

Four years of hard work were invested in the project and in 1905 whatwas to be Cadbury's top selling brand was launched.

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

Dair y Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour andsmooth creamy texture, was ready to challenge the Swiss domination of the milkchocolate market.


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By 1913 Dairy Milk had become the company's best selling line and in the mid twentiesCadbur y's Dairy Milk gained its status as the brand leader, a position it has held eversince.

COMPANY OVERVIEW OF CADBURY INDIA

Cadbur y began its operations in 1948 by importing chocolates and then re-packing thembefore distribution in the Indian market. After 59 years of existence, it today has fivecompany-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, MilkFood Drinks and in the Candy categor y.

In the Chocolate Confectionery business, Cadbury has maintained its undisputedleadership 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 highestCadbur y brand share in the world! Their flagship brand Cadbury Dairy Milk isconsidered the "gold standard" for chocolates in India. The pure taste of CDM defines thechocolate taste for the Indian consumer.


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In the Milk Food drinks segment their main product is Bournvita - the leading MaltedFood Drink (MFD) in the country. Similarly in the medicated candy category Halls is theundisputed leader.

The Cadbury India Brand Strategy has received consistent support through simple butimaginative extensions to product categories and distribution. A good example of this isthe development of Bytes. Crispy wafers filled with coca cream in the form of a baggedsnack, Bytes is positioned as "The new concept of sweet snacking". It delivers the taste ofchocolate in the form of a light snack, and thus heralds the entry of Cadbur y India intothe growing bagged Snack Market, which has been dominated until now by SaltedBagged 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 undertakecocoa 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 CadburySchweppes Group, world's No.1 Confectionery Company.

CADBURY WORLD WIDE

Cadbur y is the world's largest confectionery company and have astrong 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 aroundthe 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 andchocolate.

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

plc. Since then they have expanded their business throughout the world by aprogramme of organic and acquisition led growth.

Concentrating on their core brands in beverages and confectionery since the1980s, 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- Wor lds No 1 Confectionery company- Wor ld's No 2 Gums company- Wor ld's No 3 beverage company

Cadbury Brands:

Chocolates

Snacks

Beverages

Candy

SNACKS:

Bytes

BEVERAGES

Bournvita

CANDY

Halls


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CHOCOLATES

Dair y Milk

5 StarPerk

Celebrations

Temptation

Eclairs

Gems

DAIRY MILK

The story ofCadbur y DairyMilk started way

back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in1948.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste ofCadbur y Dair y Milk with a variety of ingredients and are very popular amongst teens &adults.

Cadbur y Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie,chocolate with Disney characters embossed in it, and Cadbury Dair y Milk 2 in 1, adelightful combination of milk chocolate and white chocolate. Giving consumers anexciting 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.


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5 STAR

the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Starmoves 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 theconsumers taste for a high quality & different chocolate eating experience.

One of the key properties that Cadbury 5 Star was associated with was its classic Goldcolour. And through the passage of time, this was one property that both, the brand andthe consumer stuck to as a valuable association.

More recently, to give consumers another reason to come into the Cadbury 5 Star fold,Cadbur y 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was nowavailable with a dash of rice crispies.

PERK

Cadbur y launched Perk in 1996. With its light chocolate and wafer construct, CadburyPerk targeted the casual snacking space that was dominated primarily by chips & wafers.


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With the rise of more value-for-money brands in the wafer chocolate segment, CadburyPerk 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 irresistibleCELEBRATIONS

Cadbur y Celebr ations was aimed at replacing traditional gifting options like Mithai anddry- fruits during festive seasons.

Cadbur y Celebrations is available in several assortments: An assortment of chocolateslike 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadburydairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut

butterscotch and caramels.

The super premium Celebrations Rich Dr y Fruit Collection which is a festive offering isan 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


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Cadbur y Temptations is a range of delicious premium chocolate in fiveflavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, BlackForest and Old Jamaica.


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RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This project is based on informationcollected from primary sources. After the detailed study, an attempt has been made to

present comprehensive analysis of consumption of Cadbury and nestle chocolatesconsumed by the people. The data had been used to cover various aspects likeconsumption, consumers preference and customer s satisfaction regarding Cadbury and

Nestle chocolates. In collecting requisite data and information regarding the topicselected, I went to the residents of Ludhiana and collected the data.

Survey design:

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

time. For the purpose of present study a related sample of population was selected on thebasis of convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual consumerswere 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 includedwere open ended, dichotomous and offered multiple choices.


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Data Collection:

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

Primary Source: The primary data comprises information survey of

Comparative study of consumer behavior towards Nestle and Cadburychocolates. The data has been collected directly from respondent with the helpof structured questionnaires.

Secondary Source: The secondary data was collected from internet,

References from Library.

Data Analysis:

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

The technique that I have used is bar technique.


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ANALYSIS OF THE STUDY


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LIKING FOR THE CHOCOLATES

Table:1

Liking for the Chocolate Yes No

Number of Respondents 95 5

Liking For the Chocolate

95100

YesNo

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50

1Response

Chart:1

From the above analysis of the given sample of 100 respondents it is concluded that outof 100 people 95 people likes to eat chocolate while only 5 people dont prefer to eatchocolate.

DIFFERENT AGE GROUPS


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Table:2

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

NUMBER OF 14 42 33 11

RESPONDENTS

AGE GROUPS

4233

0-1010 to 2020 to 30Above 30

14 111020304050

0

1

AGE G ROUPS

Chart:2

According to the above analysis it is concluded that I have surveyed 100 respondents outof which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.

PREFERENCE ACCORDING TO AGE GROUPS


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Table:3

AGE GROUPS

BRANDS 0-10 10-20 20-30 ABOVE 30

CADBURY 7 35 24 5

NESTLE 5 6 8 5NO CONSUMTION 2 1 1 1

PREFERE NCE ACCORDING TO AGE

GROUPS

16

1NONE

NESTLECADBURY

835

2 2410152025303540

45

15 570

55

0-10 10 to 20 to Above20 30 30

AGE GROUPS

Chart:3

According to the above analysis it is concluded that people of different age groups prefermostly Cadbury brand of chocolate while Nestle brand is least preferred by the age group

between 10-20. People of age group above 30 equally likes to have both brands.

BRAND PREFERENCE


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Table:4

BRANDSPREFERENCE BY CONSUMERS

CADBURY 73NESTLE 22

Brand Preference

73

CadburyNestle22

2040

6080

0

1Chocolate Brands

Chart:4

From the above analysis of given sample of 93 respondents who eat chocolates it isconcluded that only 22 people prefer to eat Nestle chocolates while 73 people likes to eatCadbur y chocolates.

PURCHASE OF CHOCOLATES


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PURCHASE OF CADBURY CHOCOLATES

Table:5

CADBURY CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTSDAIRY MILK 695 STAR 64PERK 61CELEBRATIONS 49TEMPTATIONS 41

Cadbury chocolates Purchased By People

69 64 61

49

41

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01

Sub-brands of Cadbury Chocolate

Dairy Milk 5 Star Perk Celebrations Temptation

Chart:5

From the above analysis of given sample of 73 respondents who eat Cadbury chocolatesit is concluded that mostly people has purchased Dairy Milk sub-brand of Cadbur y whileTemptation is least purchased by the people.

PURCHASE OF NESTLE CHOCOLATES

Table:6

NESTLE CHOCOLATES


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

Nestle chocolates Purchased by People

19 18

17

15

11

101214161820024

68

Sub-brands of Nestle Chocolates

Kit K at Munch Milky Bar Bar-One Milk Chocolate

Chart:6

From the above analysis of given sample of 22 respondents who eat Nestle chocolates itis concluded that mostly all sub-brands are purchased by people but top most is Munchfollowed by Milky Bar and Kit Kat. While surveying we have found that many people arenot aware of Milk Chocolate.

OVERALL PURCHASE OF CHOCOLATES

Table:7

OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES

SUB-BRANDS PERCENTAGE OF PURCHASE

DAIRY MILK 135 STAR 12


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PERK 11CELEBRATIONS 9TEMPTATIONS 7KIT KAT 10MUNCH 11MILKY BAR 11BAR ONE 9MILK CHOCOLATE 7

Dairy Milk5 StarPerkCelebrationsTemptationKit Kat

MunchMilky BarBar-OneMilk Chocolate

S ub-brands of Chocolates purchased By People

13%9% 7%

12%11%

11%11%

9%10% 7%

Chart:7

From the above analysis it is concluded that overall Dairy Milk is purchased by peoplefollowed by 5 Star while Temptation and Milk Chocolate is least purchased by people.

PREFERENCE OF SUBRANDS OF CHOCOLATES

PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES

Table: 8

CADBURY CHOCOLATESSUB- BRANDS GRAND TOTAL AVERAGE

(GRAND TOTAL / No.OF RESPONDANTS)

RANKS

OF

PREFERENCEDAIRY MILK 315 4.3 15 STAR 220 3 2PERK 176 2.4 3


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CELEBRATIONS 136 1.86 4TEMPTATION 91 1.24 5According to the above analysis it is concluded that in Cadbury Brand, Dair y milk is themost preferred sub-brand as it is ranked first by the respondents. While Temptation is theleast preferred sub-brand of Cadbur y chocolates.

PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES

Table:9

NESTLE CHOCOLATES

SUB- BRANDS GRAND AVERAGE

(GRAND TOTAL / No. OF

RESPONDANTS)

RANKS

TOTAL OF

PREFERENCEKIT KAT 70 3.18 1MUNCH 64 2.9 3MILKY BAR 65 2.95 2

BAR-ONE 45 2.05 4MILK

CHOCOLATE

30 1.36 5


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According to the above analysis it is concluded that in Nestle Brand, Munch is the mostpreferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is theleast preferred sub-brand of Cadbur y chocolates.

INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE

Table :10

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE 435 4.58 1

PRICE 295 3.1 9QUALITY 391 4.12 2

PACKAGING 344 3.62 4FORM 301 3.17 7BRAND 354 3.73 3

IMAGE 344 3.62 4COLOR 297 3.13 8SHAPE 268 2.82 10

QUANTITY 342 3.6 6


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According to the above analysis it is concluded that on an average mostly people areinfluenced by flavor/taste followed by quality, brand and image. It is surprised to knowthat ver y few people are influenced by price followed by shape of the chocolate.

INFLUENCING FACTORS DURING PURCHASE OF CADBURY

CHOCOLATES

Table:11


FLAVOR/TASTE 335 4.6

1PRICE 235 3.2 7QUALITY 307 4.2 2PACKAGING 277 3.79 3

FORM 231 3.16 8

BRAND 271 3.71 4IMAGE 262 3.59 5

COLOR 224 3.07 9SHAPE 213 2.92 10QUANTITY 262 3.59 5

According to the above analysis it is concluded that on an average mostly people areinfluenced by flavor/taste followed by quality, packaging and brand. Here color andshape are not all influencing people while purchasing Cadbury chocolates.


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INFLUENCING FACTORS DURING PURCHASE OF NESTLECHOCOLATES

Table:12


FLAVOR/TASTE 100 4.5 1PRICE 60 2.72 5QUALITY 84 3.82 2PACKAGING 67 3.04 9

FORM 70 3.18 8BRAND 83 3.77 3IMAGE 82 3.73 4COLOR 73 3.32 7SHAPE 55 2.5 10QUANTITY 80 3.64 6

According to the above analysis it is concluded that on an average mostly people areinfluenced by flavor/taste followed by quality, brand and image. Here packaging andshape are not all influencing people while purchasing Nestle chocolates.


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FACTORS GIVING MOST SATISFACTION TO CONSUMERS

OVERALL

Table:13


FLAVOR/TASTE 427 4.81 1

PRICE 337 3.6 4QUALITY 367 3.86 2

PACKAGING 338 3.56 5FORM 332 3.49 7BRAND 358 3.77 3

IMAGE 328 3.45 9COLOR 332 3.49 7

SHAPE 335 3.52 6

QUANTITY 328 3.45 9

According to the above analysis it is concluded that on an average people are mostsatisfied with the flavor/taste of a chocolate followed by quality and brand. It issurprising to know that although people are satisfied with quality but unsatisfied with thequantity.


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IN CADBURY CHOCOLATE

Table:14


FLAVOR/TASTE 334 4.6 1PRICE 269 3.68 5

QUALITY 282 3.86 2PACKAGING 272 3.73 4

FORM 264 3.62 6

BRAND 282 3.86 2IMAGE 247 3.38 10

COLOR 259 3.55 7SHAPE 258 3.53 8

QUANTITY 255 3.49 9

According to the above analysis it is concluded that on an average people are mostsatisfied with the flavor/taste of a chocolate followed by quality and brand. It issurprising to know that although people are satisfied with quality but unsatisfied with thequantity and image.


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IN NESTLE CHOCOLATE

Table:15FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE 93 4.2 1PRICE 68 3.09 8QUALITY 85 3.86 2PACKAGING 66 3 10FORM 68 3.09 8BRAND 76 3.45 5IMAGE 81 3.68 3COLOR 73 3.32 6SHAPE 77 3.5 4

QUANTITY 73 3.32 6

According to the above analysis it is concluded that on an average people are mostsatisfied with the flavor/taste of a chocolate followed by quality and image. It issurprising to know that although people are satisfied with quality but unsatisfied with theform and packaging.

FORM PREFERENCE


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Table:16

FORM OF CHOCOLATE NUMBER OF

RESONDENTS

HARD 33NUTTIES 25CRUNCHY 29CHEW 20

Form of a Chocolate Prefered by People

33HA RD

NUTTIE SCRUNCHYCHE W

25 2920

10

203040

01Forms

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.

PACK OF CHOCOLATES PREFERED

Table:17

PACK SIZENUMBER OF RESPONDENTS


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SMALL 28BIG 48FAMILY PACK 19

Pack of Chocolate Pre fe re d

48

SMALLBIGFAMILY PACK

2819

102030405060

01Pack

Chart:9

According to the above analysis it is concluded that out of sample of 95 people who eatchocolates likes to buy big pack. Family pack is mostly preferred by aged people only.

PROMOTIONAL OFFERS

Table:18

PROMOTIONAL OFFERS NUMBER OF RESPONDENTS

FREE GIFTS 52


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PRICE OFFER 23ANY OTHER 20

E ffect of Promotional Offers whilePurchase

52

FRE E GIFTSPRICE OFFERANY OTHER

23 20

102030405060

0P romotional Offers1

Chart: 10

According to the above analysis it is concluded that out of sample of 95 people who eatchocolate 52 are attracted by free gifts, 23 by price offers while 20 were attracted bysome other reasons.

FACTORS AFFECTING PURCHASE

Table:19

FACTORSNUMBER OF

RESPONDENTS

ADVERTISEMENT 65


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SUGGESTION FROM FRIENDS AND

RELATIVES

16

ATTRACTIVE DISPLAY 11DOCTORS ADVICE 15

BRAND AMBASSADORS 9INGREDIENTS 25

ADVERTISEMENTFactors Affe cting Purchase

65 SUGGESTIONFROM FRIENDSAND RELATIVESATTRACTIVEDISPLAY

25

16 11 15 920406080

DOCTOR'SADVICE

01Factors BRAND

AMBASSDORS

INGREDIENTS

Chart: 11

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

MEDIA OF ADVERTISEMENT

Table:20MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS

TELEVISION82

NEWSPAPERS 7BROCHURES 3HOARDING 4


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DISPLAY 15

Media of Advertisement influencing the P urchase

100 82 TelevisionNewspapersBrochersHoardingDisplay

204060

80

7 3 4 15

01Media Of Advertising

Chart:12

According to the above analysis it is concluded that television emerges as the best mediafor advertisement of chocolates that compel consumers to buy. It is much more than otherways as out of 95 respondents 82 are attracted to by through television media while

brochures are the least attracting media.

FREQUENCY OF CONSUMPTION

Table:21

FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS

ONCE IN A FORTNIGHT 16

DAILY 17WEEKLY 39MONTHLY 18QUARTERLY 5


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Frequency of Consumption

39Once in a

fortnightDaily1816 17Weekly10

203040

50

5Monthly0Quarterly1Frequency

Chart:13

According to the above analysis it is concluded that mostly people purchase chocolatesweekly. Only 15 out of 95 purchase chocolates quarterly.

REASONABLE PRICE

Table:22

PRICE OF CHOCOLATE NUMBER OF RESPONDENTS

BELOW 5 65-10 2310-20 5120-30 4ABOVE 30 11


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Reasonable P rice

51Below5

5 to 1010 to 2020 to 30Above 30

23

6102030405060

4 110

1Price

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 thesale of chocolates.

CONSUMERS BRAND LOYALTY

Table:23

BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS

POSTPONE YOUR PURCHASE 26

SWITCH OVER TO OTHER BRANDS 24GO TO OTHER SHOP FOR SEARCH

OF PREFERED BRAND

45


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Brand Loyalty

45 Postpone Purchase

26 24 Switch Brand

1020304050

Search in otherShop

0

1Action of Consumers inabsence of Prefered Brand

Chart:15

According to the above analysis it is concluded that mostly people are loyal to the brandas in the absence of availability of their preferred brand mostly people like to search for itor they are ready to postpone their purchase.

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 35MAY CONSIDER 27NO, SHALL NOT 4CANT SAY 29


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Reaction of consumers if new brand

is introduced

352927 No, Not at all

May ConsiderShall NotCan't Say

10203040

4

0

1 Re actions

Chart:16

According to the above analysis it is concluded that mostly people are addicted to thesame flavor or taste and they dont want to change it as out of 95 respondents 35 are notready to tr y new brand at any cost.

REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS

All the consumers why they continue to buy the old brand gave various importantreasons. The most important reasons given by the consumers were:

Taste/Flavor

Brand

Image

Quality

Packaging


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FINDINGS

CONSUMER RESEARCH:

Consumer research deals with consumer and their

problems and solution to the problems. In this I came to know about theconsumers need and expectation levels regarding products and ascertainable

levels of consumer satisfaction.

PRODUCT RESEARCH:


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Under product research I came to know about the

modification which consumers wants as to the quality, packing, shape, color, andquantity etc of their favorite chocolate.

PRICING RESEARCH:

This includes ability to consume, to pay for the product,

how much a person can spend on his/her favorite chocolate. In this I have tried to findout consumer s price expectations and reactions.

ADVERTISING RESEARCH:

Under this I have concluded that whether the

advertisement appeals the consumers or not. This also includes evaluating andselecting the proper media-mix and measuring advertising effectiveness.

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 eatCadbur y brand rather than Nestle. It is concluded that mostly people preferred

Dair y Milk of Cadbury due to its flavor/taste, quality and image and due to itshard form. Some people often like to have a chocolate with good flavor, qualityand crunchiness so they are going towards Kit Kat and Munch of Nestle due to itstaste and crunchiness.


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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 forsmall and family pack.

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.


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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.google.com

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


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

http://www.chocolatereview.co.uk

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


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QUESTIONNAIRE

PROJECT REPORT ON CONSUMER PREFERENCETOWARDS NESTLE AND

CADBURY CHOCOLATES

Que1. Do you eat chocolate?

Yes No

Que2. Which brand of chocolate do you prefer?


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Cadbur y Nestle

Que3. Which sub-brand you have purchased?

Cadbur y Nestle

Dair y Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

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

Cadbur y Nestle

Dair y 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 achocolate? (Tick in the desired column)

Factors Ver y Important Normal Least NoneImportant Important

Flavor/taste

PriceQualityPackagingFormBrandImage


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ColorShapeQuantity

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

chocolate? (Tick in the desired column)Factors Ver y Satisfied Normal Least Cant Say

Satisfied SatisfiedFlavor/tastePriceQualityPackagingFormBrandImageColor

ShapeQuantity

Que7. Which form of a chocolate do you like?Hard Nutties

Crunchy Chew

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


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Ingredients

Que11. Which media of advertisement influence your purchase?Television Newspapers Brochures

Hoarding Display

Que12. How frequently do you purchase chocolates?Once in a fortnight DailyWeekly MonthlyQuarterly

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 stopbuying 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 forcontinuing to purchase the old brand?

PERSONAL DETAILS

Name:Address:Age:

Between 20-30 Above 30Gender:Phone Number:Marital status:Education:

Profession:

THANKS

17368896 8201172 Study of Consumer Behaviour Towards Nestle and Cadbury Choclates

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