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INTRODUCTION
The market survey conducted by us on Chocolate as a part of our course
curriculum provides us with in depth understanding of how the market
(i.e.) consumers behave towards the various brands of chocolates.
This helped in getting the detailed knowledge of various tool and
techniques used by the marketing researchers. And while undergoing this
research model we have also seen the real endeavourer that goes on in the
present competitive market situations. The buying perception of the
ultimate consumers and customers was also of the paramount importance
with the regard of study registered.
CADBURY
Cadbury is a beverage and confectionary company with its headquarters
in London, United Kingdom, and is the world's largest confectionery
manufacturer. The company founded in 1824, was originally called
Cadbury Schweepes but was renamed Cadbury. Cadbury is the market
leader with 72% market share.
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NESTLE
NESTLE is a multinational packaged food company founded and
headquartered in Vevey, Switzerland. It originated in a 1905 merger of
the Anglo-Swiss Milk Company for milk products. Nestle stands 2nd
inthe market share, lead by Cadbury.
AMUL
AMUL (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India. It is a brand name managed by an apex
cooperative organisation, Gujarat Co-operative Milk Marketing
Federation Ltd. Amul is the largest food brand in India and world's
Largest Pouched Milk Brand.
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OBJECTIVES
The purpose behind the research was to figure out the consumer
buying behavior in case of Chocolates.
The research was carried out in 3 segments to get an overview of
different preference across different sectors.
The research was conducted to know the most popular brand of
chocolates.
The research was also conducted to know the prefences of customers
while purchasing a chocolate.
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Executive Summary
From the survey conducted on chocolates through specially designed
questionnaires it is found that there are consumers of different profiles in
the market generally fall in the following age bracket 10-20, 21-30, 30and above. Based on the survey, we find following information
A sample size of 60 was taken and primary research was done in
the CSKM school, EMPI B- school and Saket market.
The sample population consisted to 3 broad segments
School going students between 10-20 yrs.
College going adults between 21-30 yrs.
Working Professionals above 30
Cadbury is the most popular brand followed by Nestle which is at
second position.
The inference drawn from these given diagrams of age group10-20
illustrates various facts about the preferences of the respondents
below20. Most of the respondents of this group buy chocolate once
a day and like to prefer the extra large size the most. Respondents
preferably buy it from local grocery shops. Kind of chocolate does
not matter much for respondents of this group. The most importantinference drawn from it is this that most of the respondents are
aware of the fact that chocolates are good only if they are eaten
properly.
The inference given from these upper given diagrams is that all
respondents of the age group 20-30 like chocolate. Most of the
respondents buy chocolate once a day and brand here matters a lot.
Major portion of respondents buy chocolates from local grocery
shops and they like to purchase medium size chocolate.
Dark chocolate is preferred over other kinds of chocolates. Themost interestinf fact that has come out from it is that half of the
respondents think that chocolate is good if eaten properly and rest
half dont care they just eat.
The inference drawn from the given diagram says that all
respondents like chocolates and they often buy chocolates and they
feel that its good if eaten well. Cadbury is the preferred brand and
they buy more from local grocery shops.
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RESEARCH DESIGN
SAMPLING AND ITS CHARACTERISTICS
This is one of the most important section of this report as it containsdescriptions of the sampling units in terms of their geographical
locations, socio-economic profile and other possible regulated details
related to the sample used in the market research.
SAMPLING PLAN:-- As far as this sampling plan is concerned,
every possible kind of consumer is covered to get the broad
prospective of the research. The information was gathered from a
sample drawn from distinct segments of the consumers divided into
following brackets:-
School going students
College going adults
Working professionals.
SAMPLING MEDIA:-- The information regarding the market
research and study of chocolates has been gathered personally
using specially designed questionnaires using various kinds of
questions. For example, close end dichotomy questions, multiple
choice questions, ranking questions.
Sample Size:-- 60School going students20
College going adults --- 20
Working professionals--- 20
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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
the sweetish flesh of the cocoa fruit. They regarded the precious bean as
waste or used it, as was the case among the Aztecs, as a form of
currency.
TheVarieties
There are two quite different basic classifications of cocoa, under which
practically all varieties can be categorised: Criollo and Forastero
cocoas. The pure variety of the Criollo tree is found mainly in its native
Equador and Venezuela. The seeds are of finer quality than those of the Forastero
variety.
They have a particularly fine, mild aroma and are, therefore, used only in the
production of high-quality chocolate and for blending. However, Criollo cocoa
accounts for only 10% of the world crop. The remaining 90% is harvested from trees of
the Forastero family, with its many hybrids and varieties. The main growing area is
West Africa. The cocoa tree can flourish only in the hottest regions of the world.
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.
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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
has developed for different types of cocoa.
Grinding
The crushed cocoa beans, which are still fairly coarse are now pre-ground by special
milling equipment and then fed on to rollers where they are ground into a fine paste.
The heat generated by the resulting pressure and friction causes the cocoa butter
(approximately 50% of the bean) contained in the beans to melt, producing a thick,
liquid mixture.
This is dark brown in color with a characteristic, strong odour. During cooling it
gradually sets: this is the cocoa paste.
At this point the production process divides into two paths, but which soon join again.
A part of the cocoa paste is taken to large presses, which extract the cocoa butter. The
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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 to20% 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.
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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.
PRODUCTS VS. PRICE
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Cadbury Celebrations - Cashew Magic
Cadbury Nuts Butterscotch
Approximate Price ` 599*
Cadbury Nuttis 1 box
Approximate Price ` 200*
Amul Chocolate 10
http://www.naaptol.com/chocolates/cadbury-celebrations---cashew-magic/P/829065.htmlhttp://www.naaptol.com/chocolates/cadbury-nuts-butterscotch/P/707762.htmlhttp://www.naaptol.com/chocolates/cadbury-nuttis-1-box/P/710435.htmlhttp://www.naaptol.com/chocolates/cadbury-nuttis-1-box/P/710435.htmlhttp://www.naaptol.com/chocolates/cadbury-nuts-butterscotch/P/707762.htmlhttp://www.naaptol.com/chocolates/cadbury-celebrations---cashew-magic/P/829065.htmlhttp://www.naaptol.com/chocolates/cadbury-celebrations---cashew-magic/P/829065.htmlhttp://www.naaptol.com/chocolates/cadbury-nuts-butterscotch/P/707762.htmlhttp://www.naaptol.com/chocolates/cadbury-nuttis-1-box/P/710435.html -
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ProductName
Amul Chocolate
Description Amul chocolates are made with goodness ofrich creamy milk & delicious cocoa.
Packing
Milk Chocolate 12g, 22g, 35g
Fundoo Milk Chocolate 12g, 30g
Dark Chocolate 35g
Fruit & Nut 40g, 2x150g
Almondbar 35g
DATA ANALYSIS AND INTERPRETATION
DIFFERENT AGE GROUPS
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Table:2
AGE GROUPS 0-10 10-20 20-30 ABOVE 30
NUMBER OF
RESPONDENTS
14 42 33 11
AGE GROUPS
14
4233
11
0
1020
3040
50
1
AGE GROUPS
N
UMBEROF
RE
SPONDENTS
0-10
10 to 20
20 to 30Above 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
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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
PREFERENCE ACCORDING TO AGE
GROUPS
7
35
24
5
5
6
8
5
2
1
1
1
0
5
10
15
20
2530
35
40
45
0-10 10 to
20
20 to
30
Above
30
AGE GROUPS
NUMBEROFCONSUMERS
NONE
NESTLE
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
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CADBURY 73
NESTLE 22
Brand Preference
73
22
0
20
40
60
80
1Chocolate Brands
No.ofPerson
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 69
5 STAR 64
PERK 61
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CELEBRATIONS 49
TEMPTATIONS 41
Cadbury chocolates Purchased By People
6964 61
4941
0
20
40
60
80
1Sub-brands of Cadbury Chocolate
NumberofPersons
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 CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTS
KIT KAT 17
MUNCH 19
MILKY BAR 18
BAR- ONE 16
MILK CHOCOLATE 11
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Nestle chocolates Purchased by People
17
1918
15
11
0
2
4
6
8
10
12
14
1618
20
Sub-brands of Nestle Chocolates
NumberofPersons
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 PURCHASEDAIRY MILK 13
5 STAR 12
PERK 11
CELEBRATIONS 9
TEMPTATIONS 7
KIT KAT 10
MUNCH 11
MILKY BAR 11
BAR ONE 9
MILK CHOCOLATE 7
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Sub-brands of Chocolates purchased By People
13%
12%
11%
9%7%10%
11%
11%
9%7%
Dairy Milk
5 Star
Perk
CelebrationsTemptation
Kit Kat
Munch
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 CHOCOLATES
SUB- BRANDS GRAND TOTAL
OF
PREFERENCE
AVERAGE
(GRAND TOTAL / No.
OF RESPONDANTS)
RANKS
DAIRY MILK 315 4.3 1
5 STAR 220 3 2
PERK 176 2.4 3CELEBRATIONS 136 1.86 4
TEMPTATION 91 1.24 5
According 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.
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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 1MUNCH 64 2.9 3
MILKY BAR 65 2.95 2
BAR-ONE 45 2.05 4
MILK
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.
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INFLUENCING FACTORS DURING PURCHASE
OVERALL INFLUENCE
Table :10
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 435 4.58 1
PRICE 295 3.1 9
QUALITY 391 4.12 2
PACKAGING 344 3.62 4
FORM 301 3.17 7
BRAND 354 3.73 3
IMAGE 344 3.62 4
COLOR 297 3.13 8
SHAPE 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.
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INFLUENCING FACTORS DURING PURCHASE OF CADBURY
CHOCOLATES
Table:11
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 335 4.6 1
PRICE 235 3.2 7
QUALITY 307 4.2 2
PACKAGING 277 3.79 3
FORM 231 3.16 8
BRAND 271 3.71 4
IMAGE 262 3.59 5
COLOR 224 3.07 9
SHAPE 213 2.92 10
QUANTITY 262 3.59 5
According to the above analysis it is concluded that on an average mostly people are
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
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FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 100 4.5 1
PRICE 60 2.72 5
QUALITY 84 3.82 2
PACKAGING 67 3.04 9
FORM 70 3.18 8BRAND 83 3.77 3
IMAGE 82 3.73 4
COLOR 73 3.32 7
SHAPE 55 2.5 10
QUANTITY 80 3.64 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. Here packaging and
shape are not all influencing people while purchasing Nestle chocolates.
FACTORS GIVING MOST SATISFACTION TO CONSUMERS
OVERALL
Table:13
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 427 4.81 1
PRICE 337 3.6 4
QUALITY 367 3.86 2
PACKAGING 338 3.56 5
FORM 332 3.49 7
BRAND 358 3.77 3
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IMAGE 328 3.45 9
COLOR 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 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
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 334 4.6 1
PRICE 269 3.68 5
QUALITY 282 3.86 2
PACKAGING 272 3.73 4
FORM 264 3.62 6
BRAND 282 3.86 2
IMAGE 247 3.38 10
COLOR 259 3.55 7
SHAPE 258 3.53 8
QUANTITY 255 3.49 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 and image.
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IN NESTLE CHOCOLATE
Table:15
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 93 4.2 1
PRICE 68 3.09 8
QUALITY 85 3.86 2
PACKAGING 66 3 10
FORM 68 3.09 8
BRAND 76 3.45 5
IMAGE 81 3.68 3
COLOR 73 3.32 6
SHAPE 77 3.5 4
QUANTITY 73 3.32 6
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 image. It is
surprising to know that although people are satisfied with quality but unsatisfied with
the form and packaging.
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FORM PREFERENCE
Table:16
FORM OF CHOCOLATE NUMBER OF
RESONDENTS
HARD 33
NUTTIES 25
CRUNCHY 29
CHEW 20
Form of a Chocolate Prefered by People
33
25
29
20
0
10
2030
40
1Forms
Numberof
Consume
rs 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.
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PACK OF CHOCOLATES PREFERED
Table:17
PACK SIZE NUMBER OF RESPONDENTS
SMALL 28
BIG 48
FAMILY PACK 19
Pack of Chocolate Prefered
28
48
19
0
10
20
30
40
50
60
1Pack
Numberof
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.
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PROMOTIONAL OFFERS
Table:18
PROMOTIONAL OFFERS NUMBER OF RESPONDENTSFREE GIFTS 52
PRICE OFFER 23
ANY OTHER 20
Effect of Promotional Offers while
Purchase
52
23 20
0
10
20
30
40
50
60
1Promotional OffersNumberofConsum
ers
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
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FACTORS NUMBER OF
RESPONDENTS
ADVERTISEMENT 65
SUGGESTION FROM FRIENDS AND
RELATIVES
16
ATTRACTIVE DISPLAY 11
DOCTORS ADVICE 15
BRAND AMBASSADORS 9
INGREDIENTS 25
Factors Affecting Purchase
65
16 11 15 9
25
0
20
40
60
80
1Factors
NumberofConsum
ers
ADVERTISEMENT
SUGGESTION
FROM FRIENDSAND 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 7
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BROCHURES 3
HOARDING 4
DISPLAY 15
Media of Advertisement influencing the Purchase
82
7 3 415
0
20
40
60
80
100
1Media Of Advertising
NumberofCustomers
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 RESPONDENTS
ONCE IN A FORTNIGHT 16
DAILY 17
WEEKLY 39
MONTHLY 18
QUARTERLY 5
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Frequency of Consumption
16 17
39
18
5
0
10
20
3040
50
1Frequency
Numberof
Consumers Once in a
fortnightDaily
Weekly
Monthly
Quarterly
Chart:13According 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 6
5-10 23
10-20 51
20-30 4
ABOVE 30 11
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Reasonable Price
6
23
51
411
010
203040
50
60
1Price
Number
of
Consume
rs 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.
CONSUMERS BRAND LOYALTY
Table:23
BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS
POSTPONE YOUR PURCHASE 26
SWITCH OVER TO OTHER
BRANDS
24
GO TO OTHER SHOP FOR SEARCH
OF PREFERED BRAND
45
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Brand Loyalty
26 24
45
0
10
20
3040
50
1Action of Consumers inabsence of Prefered Brand
Numberofconsumer
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:24
SHIFT TO NEW BRAND OF THE
PREFERED PRODUCT
NUMBER OF RESPONDENTS
NO, NOT AT ALL 35
MAY CONSIDER 27
NO, SHALL NOT 4
CANT SAY 29
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Reaction of consumers if new brand
is introduced
35
27
4
29
0
10
20
30
40
1 Reactions
NumberofConsumers
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 dont want to change it as out of 95 respondents 35 are not
ready to try new brand at any cost.
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SUGGESTIONS
SUGGESTIONS
A detail study of the A survey project Report on Products Vs.
Price Chocolet was done. Some important suggestions are as follows:
1. Dealers should keep chocolates in cold storage in summers, and try
to save chocolates from sun light as they melt in hot place, which
will ultimately affect the buying behavior of consumer if he/she not
feel satisfied.
2. The chocolates whose expiry dates goes off should be replaced at
once and fresh stock should be offered.
3. The retailers and distributors must be provided Dispensers and
companys freezers or defreezers for storing chocolates, so that
they can offer good quality chocolates to consumers
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4. In Yamuna Nagar there is a scarcity of foreign chocolates. Here
some of customers are ready to pay premium prices but due to non
availability they have to satisfy with available brands.
FINDINGS
The findings of the study of consumer are buying behavior in chocolates
states among all the three to brands i.e. Cadbury, Nestle and Amul. The
brand at first place is Cadbury, the Nestle (2nd) and last is Amul. Among
all these three Cadbury is having the largest market share i.e. 40%, Nestle
35% and Amul 25%. Among all these Brands Cadbury is the only
company offering largest number of brands in chocolates i.e. 6 (only for
milk chocolate bars). As compared to Cadbury Nestle Company is having
2 brands and Amul is with 4 brands of chocolates.
The buying behavior of consumer for different brands of milk
chocolate bars is effected by various factors like price, taste,
packaging, brand etc. as shown in Analysis and Interpretation part,
in the form of group correlation.
With the help of t-test it has also been proved that more than 60%
of consumers consume milk chocolate bars more than once in a
week. It has been calculated for all the three brands separately
which has been taken in the study.
If there will be change in price level of milk chocolate bars, then it
will affect the buying behavior of consumers and this finding has
been proved with the help of Chi-Square Test (2).
The most important factor which consumers consider while
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purchasing any milk chocolate bars is Taste of that chocolate. They
give preference to other factors also, but most important thing is
taste.
The buying behavior of consumers is also affected by the different
type of advertisements. And the most influencing media is
electronic media, and from reference group friends are at most
influencing position.
Quality is the most important factor which consumers consider
while switching over to any other brand of milk chocolate bars.
Consumers of Yamuna Nagar are more attracted towards the
foreign brands like Cadbury and Nestle and demand that more
number of foreign milk chocolate bars should be available in the
market, like some milk chocolate bars brands of Swiss and French
chocolates. As this thing shows that consumer of Yamuna Nagar
are more satisfied with the foreign brands and hence demand more
of it. But brands like Amul are not able to get proper place in the
market in spite that good advertisement is being done by Amul
also.
One another finding of the research is that consumers of milk
chocolate bars of Yamuna Nagar are quite hesitant towards the use
of unfamiliar brands, whose advertisement they do not see on
different type medias.
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Conclusion
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ConclusionEvery research activity ends with some conclusion and same happens
with this report also. By analyzing the collected data the conclusion
which is arrived is as follows:
Foreign Brands like Cadbury and Nestle has an edge over Indian
brand like Amul. Which is calculate as with the help Likert scale
And the Value comes out for Cadbury brand is 144 . But if we talk
about Nestle Brand the value comes out is 125. And for Amul this
value comes out to be 90. Which grades foreign brands to be
Higher as compare to Indian brand of milk chocolate bar.
Another conclusion of the study is that change in price has a
substantial effect on the buying behavior of consumer for milk
chocolate bars as the calculated value in Chi-Square test was .
437and the table value comes out to be 15.58 which shows that
calculated value is lesser than table value, hence the null
hypothesis is selected that there is positive relation between change
in price level and purchasing decision of the consumers for milk
chocolate bars.
Different factors like Price, Taste , Brand Name , Packaging have
an influencing effect on the buying behavior of consumers for milk
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chocolate bars as shown with the help of Group Correlation tool in
which the correlation comes out to be Positive, this means that the
null hypothesis is selected and there is correlation between various
influencing factors like price, taste, packaging, brand name etc. on
buying behavior of consumers for milk chocolate bars.
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Annexure
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QuestionnaireOn
Buying behavior of consumer for
Milk chocolate bar of age group
18-25
With special reference to 3companies i.e.
Cadbury, Nestle and Amul
Q1. Which companies chocolate do you purchase? Please rank them according to your
preference.
Cadbury Nestle
Amul
RANK 1
RANK 2
RANK 3
RANK 4
RANK 5
Q2. What is your pattern of consumption?
More than one per day DailyOne
3-4 Chocolate per week
Weekly Rarely
Q3. You purchase same chocolate every time
Strongly Agree Agree
Neutral
Disagree Strongly
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Disagree
Q4. Which factor you consider the most while purchasing the chocolate?
Price Taste
BrandPackaging
Other
Q5. What extent of price tag influences your purchase decision of chocolate?
High High Average Average
Low Average Low
Q6. Which mode of advertisement influence you most to buy a particular chocolate?
Magazine _______
Newspaper _______ Radio _______ Television _______ Other _______
Q7. Which reference group influence you most to buy a particular chocolate?
Friends _______
Family _______ Retailer _______ Celebrity _______
Other _______
Q8. You consider manufacturing and expiry date while buying any chocolate________
Strongly agree Agree
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Neutral
Disagree Strongly Disagree
Q9. If you switch over to another brand of chocolate then what factor you consider?
Price Quality Brand Name
Advertisement and Reference group Taste
Q10. Are you satisfy with the present brand of chocolate in Yamuna Nagar_______
Strongly Satisfy Satisfy
Neutral
Dissatisfy Strongly
Dissatisfy
Q11. What is your suggestion for the improvement of your preferred chocolate brand?
42
Name of the consumer ____________________________________
Age ____________________________________
Sex ____________________________________
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BIBLOGRAPHY
BOOKS
Marketing Management - Kotler Philip (1st editionreprint)
o Chapter 7, Page 183
Marketing Research Donald T.S (6th edition), Page 49
Marketing Research Beri G.C (3rd edition), Page 79
Marketing Research Boyd H.W (7th edition)
Research Methods Donald C.R (8th edition), Page 120
MAGAZINES & JOUNALS
Advertising Express- February 2006, Traditional Mass
Media, By K.Suresh, Page 35
Marketing Mastermind March 2006, Advertising Reaction
,By Barada Prasad Panigrhy, Research Associate , ICFAI
Centre, Page 36
Indian Journal of Marketing March 2006, Article By
Dr.Banusmathy, Page 31
Websites
www.amul.com
www.nestle.com
www.cadburyindia.com
www.consumerpsychology.com
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www.altavist.com