INTRODUCTION

• The market survey conducted by us on Chocolate as a part of our curriculum activity provides us an understanding of the market behavior for the various chocolate brands. While undergoing this research model we had been through the real endeavor that undergoes in the market. The buying perception of the ultimate consumers and customers was also of the paramount importance with the regard of study registered.

• Chocolate is a food product made from the seeds of cacao, roasted and often sweetened

• This picture is the Theobroma Cacao seed

•White Chocolate

•Dark Chocolate

•Light Chocolate

•Unsweetened Chocolate

•Milk Chocolate

Forms of Chocolate

• Chocolate chip • Chocolate milk• Fudge• Chocolate bar• Hot chocolate• Chocolate spread• Chocolate ice cream

• Twix • Mars Bars• Pot of Gold• Lindt Lindor• Snickers• Kit Kat• Skor• Oreo• Kinder• Cadbury• Nestle

Potential health effects

• Cocoa or dark chocolate may positively affect the circulatory system.

• the unconstrained consumption of large quantities of any energy-rich food, such as chocolate, without a corresponding increase in activity, is thought to increase the risk of obesity.

• dark chocolate can help reduce the risk of cardiovascular problems and also reduce blood pressure in both overweight and normal adults.

• dark chocolate as part of a low-fat diet can lower cholesterol levels in adults.

CONSUMER BEHAVIOUR

• 10-20 age group:-buys chocolate once a day and like to prefer the extra large size.

• 20-30 age group:-buy chocolate once a day and brand here matters a lot. they like to purchase medium size chocolate.

• All the respondents likes Cadbury. As it is the most preferred brand and they are bought comparatively more from local grocery shops than other places.

Market environment

Key Growth Drivers: • The key growth drivers are tradition of gifting

sweets in India, shifting in consumer preference from traditional sweets to chocolates, rising income levels and attractive pricing which is suitable for every pocket.

• The entry into this market requires a large capital investment for branding and production facilities. And also have to face a competition with the settled players or reputed Brands.

The Key Challenges:• Inflationary pressures on raw material prices, lack

of government initiative, high entry barriers due to duopolistic market and price-sensitive consumer.

• Many rainforests are destroyed to make room for cacao plantations.

• Intensive agriculture depletes resources at alarmingly high rates, thus damaging the environment.

Conti…..• In the last five years, the category has grown by 14-

15% on an average and will expect it to continue growing at a similar rate in the next five years

• Till recently, chocolate consumption had been restricted by low purchasing power in the market. Chocolates and other cocoa-based snack foods were looked upon as food suitable only for the well-off.