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PROJECT REPORT ON

STUDY OF CONSUMER PREFERENCE TOWARDS

CADBURYAND

NESTLE CHOCOLATES

SUBMITTED TO

MR. Rajeev Bhandari

SUBMITTED BY:

Priyank Mehrotra

BBA



DECLARATION

Hereby declare that the project report entitled “STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES” submitted for

the degree of BBA , 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.

Priyank Mehrotra

BBA



CERTIFICATE

This is to certify that Mr. Priyank Mehrotra has completed her project report on the topic

of “STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURYCHOCOLATES” under the supervision of Ms. RAJEEV BHANDARI faculty member

of INVERTIS.

To best of my knowledge the report is original and has not been copied or submitted

anywhere else. It is an independent work done by her.



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, 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 Ms. Rajeev Bhandari who was always there to help

and guide me when I needed help. His perceptive criticism kept me working to make this

project more full proof. I am thankful to her for her 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 whosesupport 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.

Priyank Mehrotra

BBA



TABLE OF CONTENTS

CHAPTER

NUMBER

CHAPTER NAME CONTENTS PAGE

NUMBER

I INTRODUCTION TO THESTUDY

INTRODUCTION 2

CONSUMER PREFERENCE 3SCOPE OF THE STUDY 4OBJECTIVES OF THE

STUDY

5

LIMITATIONS OF THE

STUDY

6

II INTRODUCTION OF

CHOCOLATE ANDCOMPANY’S PROFILE

HISTORY OF CHOCOLATE 10

CHOCOLATE

PRODUCTION

15

CONSUMTION OF

CHOCOLATE IN INDIA

19

NESTLE’S PROFILE 20CADBURY’S PROFILE 25

III RESEARCH & DESIGN

METHODOLOGY

BASIS OF RESEARCH AND

DESIGN

33

IV FINDINGS & ANALYSIS ANALYSIS OF DATA 36FINDINGS 61

CONCLUSION 62SUGGESTIONS AND

RECOMENDETATIONS

63

V BIBLIOGRAPHY 65VI ANNEXURE 67

LIST OF TABLES

TABLE

NUMBER

TITLE PAGE

NUMBER 1 LIKING FOR THE CHOCOLATES 36



2 DIFFERENT AGE GROUPS 373 PREFERENCE ACCORDING TO AGE GROUPS 384 BRAND PREFERENCE 395 PURCHASE OF CADBURY CHOCOLATES 406 PURCHASE OF NESTLE CHOCOLATES 41

7 OVERALL PURCHASE OF CHOCOLATES 428 PREFERENCE OF SUBRANDS OF CADBURY

CHOCOLATES

43

9 PREFERENCE OF SUB-BRANDS OF NESTLE

CHOCOLATES

44

10 INFLUENCING FACTORS DURING PURCHASE 4511 INFLUENCING FACTORS DURING PURCHASE OF

CADBURY CHOCOLATES

46

12 INFLUENCING FACTORS DURING PURCHASE OF

NESTLE CHOCOLATES

47

13 FACTORS GIVING MOST SATISFACTION TO

CONSUMERS

48


CONSUMERS IN CADBURY CHOCOLATE

49


CONSUMERS IN NESTLE CHOCOLATE

50

16 FORM PREFERENCE 5117 PACK OF CHOCOLATES PREFERED 52

18 PROMOTIONAL OFFERS 5319 FACTORS AFFECTING PURCHASE 54TABLE

NUMBER

TITLE PAGE

NUMBER 20 MEDIA OF ADVERTISEMENT 5521 FREQUENCY OF CONSUMPTION 5622 REASONABLE PRICE 57

23 CONSUMER’S BRAND LOYALTY 5824 REACTION OF CONSUMERS IF NEW BRAND IS

INTRODUCED

59



LIST OF GRAPHS

TABLE

NUMBER

TITLE PAGE

NUMBER 1 LIKING FOR THE CHOCOLATES 362 DIFFERENT AGE GROUPS 373 PREFERENCE ACCORDING TO AGE GROUPS 384 BRAND PREFERENCE 395 PURCHASE OF CADBURY CHOCOLATES 406 PURCHASE OF NESTLE CHOCOLATES 417 OVERALL PURCHASE OF CHOCOLATES 42

8 FORM PREFERENCE 519 PACK OF CHOCOLATES PREFERED 5210 PROMOTIONAL OFFERS 5311 FACTORS AFFECTING PURCHASE 5412 MEDIA OF ADVERTISEMENT 5513 FREQUENCY OF CONSUMPTION 5614 REASONABLE PRICE 5715 CONSUMER’S BRAND LOYALTY 58



16 REACTION OF CONSUMERS IF NEW BRAND IS

INTRODUCED

59



INTRODUCTION

In this research I have 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 “Bareilly”. After this research

I came to know how people perceives these products on the variables like price, quality,

advertisement, satisfaction, taste, packaging, brand loyalty etc. I also came to know

which particular brand of chocolate is most preferred by people of different age groups.

In this research I have surveyed that how frequently and how much chocolate they

consume, whether they buy small, big or family pack. Trend of ongoing changes in their

likings has been shown in the report. In this report I have tried to explain the entire

research and facts product wise.



CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person to a

marketer. Consumer decides what to purchase, for whom to purchase, why to purchase,

from where to purchase, and how much to purchase. In order to become a successful

marketer, he must know the liking or disliking of the customers. He must also know the

time and the quantity of goods and services, a consumer may purchase, so that he may

store the goods or provide the services according to the likings of the consumers. Gone

are the days when the concept of market was let the buyer’s beware or when the market

was mainly the seller’s market. Now the whole concept of consumer’s sovereignty

prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In

this sense, “consumer is the supreme in the market”.

As consumers, we play a very vital role in the health of the economy local, national or

international. The decision we make concerning our consumption behavior affect the

demand for the basic raw materials, for the transportation, for the banking, for the

production; they effect the employment of workers and deployment of resources and

success of some industries and failures of others. Thus marketer must understand this.



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

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

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

utility they provide. More generally, it can be seen as a source of motivation. In cognitive

sciences, individual preferences enable choice of objectives/goals.

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

buying decision, but also focuses on how and why consumers make choice of the goods

they buy and their evaluation of these goods after use. So for success of any company or

product promotion it is very necessary to depart its concentration towards consumer

preference.

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 Bareilly region only.

http://en.wikipedia.org/wiki/Taste_(sociology)

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

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

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

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

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

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

http://en.wikipedia.org/wiki/Taste_(sociology)

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

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

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

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

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

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



Chocolate

The very word makes your mouth water.

Chocolate is more than just a food: it’s a state of mind.

http://www.packaging-technology.com/projects/cadbury/index.html#cadbury4

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



Chocolates

Chocolates! Chocolates!

Every 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 éclair.

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 chocolates

We don’t need a reason,

‘Cause we can have it

Anytime, any season!



History of chocolate:

The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations inCentral America, who first enjoyed “chocolate” 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. Hehad 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 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 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 wholeship 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.



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 thesweetish 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.

TheHarvest

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

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

fruit is opened.

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.

Crushingandshelling

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

Blending

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

The secret of every chocolate factory lies in the special mixing ratios, which it hasdeveloped 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 "concha", meaning a shell) is the name given to the

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

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

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

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

developed. The chocolate no longer seems sandy, but dissolves meltingly on the tongue.It has attained the outstanding purity, which gives it its reputation.



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.



Nestle India

Nestle’ India is a subsidiary of Nestle’ S.A. of Switzerland. The company insists on

honesty, integrity and fairness in all aspects of its business and expects the same in its

relationships.

Nestle India- Presence Across 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’ Story

Nestlé 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

nearestcompetitor 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 theCompany’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.

Nestle’ Brands

Milk Products & Nutrition

Beverages

Prepared Dishes and Cooking Aids

Chocolates & Confectionary



MILK PRODUCTS AND NUTRITION:

NESTLÉ EVERYDAY Dairy Whitener

NESTLÉ EVERYDAY SlimNESTLÉ EVERYDAY Ghee

NESTLÉ MILKMAID

NESTLÉ Fresh 'n' Natural Dahi

NESTLÉ Fresh 'n' Natural Slim Dahi

NESTLÉ Jeera Raita

NESTLÉ MILKMAID Fruit yoghurt

NESTLÉ Milk

NESTLÉ Slim Milk

BEVERAGES:

NESCAFÉ CLASSIC

NESCAFÉ SUNRISE

NESTLÉ MILO

NESCAFÉ 3 in 1

NESCAFÉ Koolerz

PREPARED DISHES AND COOKING AIDS

MAGGI 2-MINUTE Noodles

MAGGI Vegetable Atta Noodles

MAGGI Dal Atta NoodlesMAGGI Rice Noodles Mania

MAGGI Sauces

MAGGI Pizza Mazza

http://www.nestle.in/MilkProduct.aspx?OB=1&id=42










http://www.nestle.in/Beverages.aspx?OB=2&id=21





http://www.nestle.in/PreparedDishes_CookingAids.aspx?OB=3&id=31





























MAGGI Healthy Soups

MAGGI Healthy Soup- Sanjeevni

MAGGI MAGIC Cubes

CHOCOLATES & CONFECTIONARY

NESTLÉ KIT KAT

NESTLÉ KIT KAT LITE

NESTLÉ MUNCH

NESTLÉ MUNCH POP CHOC

NESTLÉ MILKYBAR

NESTLÉ MILKYBAR CHOO

NESTLÉ BAR-ONENESTLÉ FUNBAR

NESTLÉ Milk Chocolate

POLO

POLO Powermint

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




http://www.nestle.in/ChocolatesConf.aspx?OB=4&id=4





























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 BAR-ONE

is a luscious nougat and caramel with delicious choco layer. NESTLÉ BAR-ONE

constantly reminds you that it is ‘Time for Action'.

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.

http://www.cadburyindia.com/brands/choco1.asp




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 undisputedleadership 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 butimaginative 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,

http://www.cadburyindia.com/brands/bev1.asp

http://www.cadburyindia.com/brands/conf1.asp

http://www.cadburyindia.com/brands/bev1.asp

http://www.cadburyindia.com/brands/conf1.asp



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 aprogramme 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

http://www.cadburyschweppes.com/

http://www.cadburyschweppes.com/



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 in1948.

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, adelightful 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 nougatinside, 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.



Cadbury Temptations is a range of delicious premium chocolate in five

flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black

Forest and Old Jamaica.



SWOT ANALYSIS

STRENGHTS

The strengths of Nestlé confectionary products including Kit Kat, Polo & Fox are as

follows:

Company’s name Nestlé” signifies the quality image high standard and quality

product.

Loyalty from customers is also the major strength for the company.

Employees are also loyal due to the decentralized culture of company.

People trust on products due to the proper health and safety measures.

The strength of Nestlé confectionary is its imported chocolates and candies, which

strengthens its image.

Being a multinational company it has the capability to attract more customer than

the local companies.

Company has the ability to compete in a dynamic environment.

Company always adapts the new technology.

WEAKNESSES



The weaknesses are as follows:

There is not much margins for retailers to prefer it’s sales.

They need to improve the facilities like chillers.

The distribution cost is high as compared to the competition in the local market. Company mostly advertises its milk products, advertisement of confectionary

products is not so better.

OPPORTUNITIES

They have an opportunity to expand or capture the market by adding its product

line.

They have the opportunity to offer snacks.

They can also capture the market of home appliances.

Company can open separate stores to eliminate retailers.

Recently, they have created an opportunity for themselves by introducing chillers

in the market.

Company is trying to open stores in universities.

They can provide incentives to retailers to increase sales volume.

Company can enter in ice cream products/

THREATS

Existing companies are increasing their product lines that can prove to be a threat

in the coming years.



Company like Cadbury is giving more discounts to retailers as compared to

distributors due to which retailers prefer its products for sale.

As compared to the local competitors, our distributor cost is very high. As Nestlé

confectionary Products has to maintain and obey the Nestlé standards.

Some companies are competing on the basis of cost.



RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This project is based on information

collected from primary sources. After the detailed study, an attempt has been made to

present comprehensive analysis of consumption of Cadbury and nestle chocolates

consumed by the people. The data had been used to cover various aspects like

consumption, consumer’s preference and customer’s satisfaction regarding Cadbury and

Nestle chocolates. In collecting requisite data and information regarding the topic

selected, 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 the

basis of convenience.

Sample Size and Design:

A sample of 50 people was taken on the basis of convenience. The actual consumers were

contacted on the basis of random sampling.

Research Period:

Research work is only carried for 2 or 3 weeks.

Research Instrument:

This work is carried out through self-administered questionnaires. The questions included

were open ended, dichotomous and offered multiple choices.



Data Collection:

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 help

of 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.



ANALYSIS OF THE STUDY



LIKING FOR THE CHOCOLATES

Table:1

Liking for the Chocolate Yes No

Number of Respondents 95 5

Liking For the Chocolate

95

5

0

2040

60

80

100

1Response

Number

of Person

Yes

No

Chart:1

From the above analysis of the given sample of 100 respondents it is concluded that out

of 100 people 95 people likes to eat chocolate while only 5 people don’t prefer to eat

chocolate.

DIFFERENT AGE GROUPS



Table:2

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

NUMBER OF

RESPONDENTS

14 42 33 11

AGE GROUPS

14

4233

11

01020

3040

50

1

AGE GROUPS

NUMBER OF

R

ESPONDENT

0-10

10 to 20

20 to 30

Above 30

Chart:2

According to the above analysis it is concluded that I have surveyed 100 respondents out

of which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.

PREFERENCE ACCORDING TO AGE GROUPS



Table:3

AGE GROUPS

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

CADBURY 7 35 24 5NESTLE 5 6 8 5

NO CONSUMTION 2 1 1 1

PREFERENCE ACCORDING TO AGE

GROUPS

7

35

24

5

5

6

8

5

2

1

1

1

0

5

10

15

20

25

30

35

40

45

0-10 10 to

20

20 to

30

Above

30

AGE GROUPS

NUMBER OF CO

NSUMER

NONENESTLE

CADBURY

Chart:3

According to the above analysis it is concluded that people of different age groups prefer

mostly Cadbury brand of chocolate while Nestle brand is least preferred by the age group

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

BRAND PREFERENCE



Table:4

BRANDS PREFERENCE BY CONSUMERS

CADBURY 73NESTLE 22

Brand Preference

73

22

0

20

40

60

80

1Chocolate Brands

No. of Person

Cadbury

Nestle

Chart:4

From the above analysis of given sample of 93 respondents who eat chocolates it is

concluded that only 22 people prefer to eat Nestle chocolates while 73 people likes to eat

Cadbury chocolates.

PURCHASE OF CHOCOLATES



PURCHASE OF CADBURY CHOCOLATES

Table:5

CADBURY CHOCOLATES

SUB- BRANDS NUMBER OF RESPONDANTS

DAIRY MILK 695 STAR 64PERK 61CELEBRATIONS 49TEMPTATIONS 41

Cadbury chocolates Purchased By People

6964 61

4941

0

20

40

60

80

1Sub-brands of Cadbury Chocolate

Number of Persons

Dairy Milk 5 Star Perk Celebrations Temptation

Chart:5

From the above analysis of given sample of 73 respondents who eat Cadbury chocolates

it is concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while

Temptation is least purchased by the people.

PURCHASE OF NESTLE CHOCOLATES

Table:6

NESTLE CHOCOLATES



SUB- BRANDS NUMBER OF RESPONDANTS

KIT KAT 17MUNCH 19MILKY BAR 18BAR- ONE 16

MILK CHOCOLATE 11

Nestle chocolates Purchased by People

17

1918

15

11

0

2

4

6

810

12

14

16

18

20

Sub-brands of Nestle Chocolates

Number o

f Persons

Kit Kat Munch Milky Bar Bar-One Milk Chocolate

Chart:6

From the above analysis of given sample of 22 respondents who eat Nestle chocolates it

is concluded that mostly all sub-brands are purchased by people but top most is Munch

followed by Milky Bar and Kit Kat. While surveying we have found that many people are

not aware of Milk Chocolate.

OVERALL PURCHASE OF CHOCOLATES

Table:7

OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES

SUB-BRANDS PERCENTAGE OF PURCHASE

DAIRY MILK 135 STAR 12



PERK 11CELEBRATIONS 9TEMPTATIONS 7KIT KAT 10MUNCH 11

MILKY BAR 11BAR ONE 9MILK CHOCOLATE 7

Sub-brands of Chocolates purchased By People

13%

12%

11%

9%7%10%

11%

11%

9%7%

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Kit KatMunch

Milky Bar

Bar-One

Milk Chocolate

Chart:7

From the above analysis it is concluded that overall Dairy Milk is purchased by people

followed by 5 Star while Temptation and Milk Chocolate is least purchased by people.

PREFERENCE OF SUBRANDS OF CHOCOLATES

PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES

Table: 8

CADBURY CHOCOLATESSUB- BRANDS GRAND TOTAL

OF

PREFERENCE

AVERAGE

(GRAND TOTAL / No.

OF RESPONDANTS)

RANKS

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



CELEBRATIONS 136 1.86 4TEMPTATION 91 1.24 5According to the above analysis it is concluded that in Cadbury Brand, Dairy milk is the

most preferred sub-brand as it is ranked first by the respondents. While Temptation is the

least preferred sub-brand of Cadbury chocolates.

PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES

Table:9

NESTLE CHOCOLATES

SUB- BRANDS GRAND

TOTAL OF

PREFERENCE

AVERAGE

(GRAND TOTAL / No. OF

RESPONDANTS)

RANKS

KIT KAT 70 3.18 1

MUNCH 64 2.9 3MILKY BAR 65 2.95 2BAR-ONE 45 2.05 4MILK

CHOCOLATE

30 1.36 5



According to the above analysis it is concluded that in Nestle Brand, Munch is the most

preferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is the

least preferred sub-brand of Cadbury chocolates.

INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE

Table :10

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TASTE 435 4.58 1PRICE 295 3.1 9QUALITY 391 4.12 2PACKAGING 344 3.62 4FORM 301 3.17 7BRAND 354 3.73 3IMAGE 344 3.62 4COLOR 297 3.13 8SHAPE 268 2.82 10QUANTITY 342 3.6 6



According to the above analysis it is concluded that on an average mostly people are

influenced by flavor/taste followed by quality, brand and image. It is surprised to know

that very few people are influenced by price followed by shape of the chocolate.

INFLUENCING FACTORS DURING PURCHASE OF CADBURY

CHOCOLATES

Table:11

FACTORS GRAND TOTAL AVERAGE RANK FLAVOR/TASTE 335 4.6 1PRICE 235 3.2 7QUALITY 307 4.2 2PACKAGING 277 3.79 3FORM 231 3.16 8BRAND 271 3.71 4IMAGE 262 3.59 5COLOR 224 3.07 9SHAPE 213 2.92 10QUANTITY 262 3.59 5


influenced by flavor/taste followed by quality, packaging and brand. Here color and

shape are not all influencing people while purchasing Cadbury chocolates.



INFLUENCING FACTORS DURING PURCHASE OF NESTLE

CHOCOLATES

Table:12


FLAVOR/TASTE 100 4.5 1PRICE 60 2.72 5QUALITY 84 3.82 2

PACKAGING 67 3.04 9FORM 70 3.18 8BRAND 83 3.77 3IMAGE 82 3.73 4COLOR 73 3.32 7SHAPE 55 2.5 10QUANTITY 80 3.64 6


influenced by flavor/taste followed by quality, brand and image. Here packaging and

shape are not all influencing people while purchasing Nestle chocolates.



FACTORS GIVING MOST SATISFACTION TO CONSUMERS

OVERALL

Table:13


FLAVOR/TASTE 427 4.81 1PRICE 337 3.6 4QUALITY 367 3.86 2PACKAGING 338 3.56 5FORM 332 3.49 7BRAND 358 3.77 3IMAGE 328 3.45 9

COLOR 332 3.49 7SHAPE 335 3.52 6QUANTITY 328 3.45 9

According to the above analysis it is concluded that on an average people are most

satisfied with the flavor/taste of a chocolate followed by quality and brand. It is

surprising to know that although people are satisfied with quality but unsatisfied with the

quantity.



IN CADBURY CHOCOLATE

Table:14


FLAVOR/TASTE 334 4.6 1PRICE 269 3.68 5QUALITY 282 3.86 2PACKAGING 272 3.73 4

FORM 264 3.62 6BRAND 282 3.86 2IMAGE 247 3.38 10COLOR 259 3.55 7SHAPE 258 3.53 8QUANTITY 255 3.49 9


satisfied with the flavor/taste of a chocolate followed by quality and brand. It is


quantity and image.



IN NESTLE CHOCOLATE

Table:15


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 4QUANTITY 73 3.32 6


satisfied with the flavor/taste of a chocolate followed by quality and image. It is


form and packaging.

FORM PREFERENCE



Table:16

FORM OF CHOCOLATE NUMBER OF

RESONDENTS

HARD 33

NUTTIES 25CRUNCHY 29CHEW 20

Form of a Chocolate Prefered by People

33

2529

20

0

10

20

30

40

1Forms

Number of

C

onsumers HARD

NUTTIES

CRUNCHY

CHEW

Chart:8

According to the above analysis it is concluded that most of the people likes to eat hard

chocolate and chew form of a chocolate is least preferred.

PACK OF CHOCOLATES PREFERED

Table:17

PACK SIZE NUMBER OF RESPONDENTS



SMALL 28BIG 48FAMILY PACK 19

Pack of Chocolate Prefered

28

48

19

0

10

20

30

40

50

60

1Pack

Number of

Consumers

SMALL

BIG

FAMILY PACK

Chart:9

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

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

PROMOTIONAL OFFERS

Table:18

PROMOTIONAL OFFERS NUMBER OF RESPONDENTS

FREE GIFTS 52



PRICE OFFER 23ANY OTHER 20

Effect of Promotional Offers while

Purchase

52

23 20

0

10

20

30

40

50

60

1Promotional OffersN

umber of Consumers

FREE GIFTS

PRICE OFFER

ANY OTHER

Chart: 10

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

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

some other reasons.

FACTORS AFFECTING PURCHASE

Table:19

FACTORS NUMBER OF

RESPONDENTS

ADVERTISEMENT 65



SUGGESTION FROM FRIENDS AND

RELATIVES

16

ATTRACTIVE DISPLAY 11DOCTORS ADVICE 15BRAND AMBASSADORS 9INGREDIENTS 25

Factors Affecting Purchase

65

16 11 15 9

25

0

20

40

60

80

1Factors

Number of Consumers

ADVERTISEMENT

SUGGESTION

FROM FRIENDS

AND RELATIVES

ATTRACTIVE

DISPLAY

DOCTOR'S

ADVICE

BRAND

AMBASSDORS

INGREDIENTS

Chart: 11

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

attract customers to purchase more. Its impact is much more than other factors. While

friends and relatives and brand ambassadors also play a significant role in this regard.

MEDIA OF ADVERTISEMENT

Table:20

MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS

TELEVISION 82NEWSPAPERS 7BROCHURES 3HOARDING 4



DISPLAY 15

Media of Advertisement influencing the Purchase

82

7 3 415

0

20

40

60

80

100

1Media Of Advertising

Number of Customers

Television

Newspapers

Brochers

Hoarding

Display

Chart:12

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

for advertisement of chocolates that compel consumers to buy. It is much more than other

ways as out of 95 respondents 82 are attracted to by through television media while

brochures are the least attracting media.

FREQUENCY OF CONSUMPTION

Table:21

FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTSONCE IN A FORTNIGHT 16DAILY 17WEEKLY 39MONTHLY 18QUARTERLY 5



Frequency of Consumption

16 17

39

18

5

0

10

20

3040

50

1Frequency

Number of

Consumers Once in a

fortnightDaily

Weekly

Monthly

Quarterly

Chart:13

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

weekly. 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



Reasonable Price

6

23

51

411

010203040

5060

1Price

Number

of

Consumers

Below5

5 to 1010 to 20

20 to 30

Above 30

Chart: 14

According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the

reasonable price of a chocolate. So it must be worthwhile to know this as it may effect the

sale of chocolates.

CONSUMER’S BRAND LOYALTY

Table:23

BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS

POSTPONE YOUR PURCHASE 26SWITCH OVER TO OTHER BRANDS 24GO TO OTHER SHOP FOR SEARCH

OF PREFERED BRAND

45



Brand Loyalty

26 24

45

0

10

20

3040

50

1Action of Consumers in

absence of Prefered Brand

Number of consumer

Postpone Purchase

Switch Brand

Search in other

Shop

Chart:15

According to the above analysis it is concluded that mostly people are loyal to the brand

as in the absence of availability of their preferred brand mostly people like to search for it

or they are ready to postpone their purchase.

REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

Table:24SHIFT TO NEW BRAND OF THE

PREFERED PRODUCT

NUMBER OF RESPONDENTS

NO, NOT AT ALL 35MAY CONSIDER 27NO, SHALL NOT 4CAN’T SAY 29



Reaction of consumers if new brand

is introduced

35

27

4

29

0

10

20

30

40

1 Reactions

Number of Consumers

No, Not at all

May Consider

Shall Not

Can't Say

Chart:16

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

same flavor or taste and they don’t want to change it as out of 95 respondents 35 are not

ready to try 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 important

reasons. The most important reasons given by the consumers were:

Taste/Flavor

Brand

Image

Quality

Packaging



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:



Under product research I came to know about the

modification which consumers wants as to the quality, packing, shape, color, and

quantity 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 find

out 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 and

selecting 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 eatCadbury brand rather than Nestle. It is concluded that mostly people preferred

Dairy Milk of Cadbury due to its flavor/taste, quality and image and due to its

hard form. Some people often like to have a chocolate with good flavor, quality

and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its

taste and crunchiness.



It is thus concluded from the facts collected that mostly people refer to

buy big pack of their favorite chocolate, and sometimes some of them go for

small and family pack.

SUGGESTIONS AND RECOMMENDATIONS

Company should concentrate more on television for advertisement, as mostly

people get attracted through television only.

For promotional offers, company should go for free gifts rather than going for

other ways.

Nestle company should concentrate on its packing as people are least satisfied

with it while Cadbury should concentrate on the shape of a chocolate.



People are unsatisfied with the price and quantity of chocolate so companies

should concentrate in this regard also.



BIBLIOGRAHY

http://www.cadburyindia.com http://www.nestle.com

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

http://www.google.com


http://www.cadburyindia.com/


http://www.nestle.com/




http://www.google.com/











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

http://www.chocolatereview.co.uk

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

http://www.packaging/


http://www.chocolatereview.co.uk/









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?



Cadbury Nestle

Que3. Which sub-brand you have purchased?

Cadbury Nestle

Dairy 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)

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

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

Factors Very

Important

Important Normal Least

Important

None

Flavor/tastePriceQualityPackagingFormBrandImage



Color ShapeQuantity

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

chocolate? (Tick in the desired column)Factors VerySatisfied

Satisfied Normal LeastSatisfied

Can’t Say

Flavor/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



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 stop

buying this brand and buy the new brand?No, not at all I may consider

No, I shall not can’t say

Que16. If you don’t like to change to the new brand, then what are the reasons for

continuing to purchase the old brand?

PERSONAL DETAILS

Name:

Address:Age:

Between 0-10 Between10-20



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

Profession:

THANKS

nestle_cadbury1

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