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APROJECT REPORT
ONQUALITY OF WORK LIFE
(SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE DEGREE
OF BACHELOR OF BUSINESS ADMINISTRATION
(SESSION 2014-15)
SUBMITTED TO: MISS NISHA GUPTA SUBMITTED BY:KURUKSHETRA UNIVERSITY ANKIT KURUKSHETRA B.B.A. III YEAR
CLASS ROLL No. 7418 UNIVERSITY ROLL No.....
I.B.(P.G.) COLLEGE PANIPAT(AFFILIATED BY KURUKSHETRA UNIVERSITY KURUKSHETRA)
NESTLE INDIA LIMITED
TO WHOM SO EVER IT MAY CONCERN
This is to certify that Mr. ANKIT of I.B (P.G.) COLLEGE PANIPAT Successfully Completed his training from 1 JUNE .2014 to 4 JULY 2014.During the course of training, his conduct was satisfactory.We wish every success in his future endeavors’.
Nestle India
Limited
Authorized
Signature
DECLARATION
I ANKIT student of B.B.A. III year in I.B.(P.G.) College, Panipat hereby declare that the project report entitled “QUALITY OF WORK LIFE ON NESTLE” submitted for the degree of B.B.A. III year 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.
(PRINCIPAL SIGNATURE) ANKIT
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 theoretical knowledge 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 MISS.NISHA GUPTA who was always there to help and guide me when I needed help. Her perceptive criticism kept me working to make this project more full proof. I am thankful to her for his 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 whose support 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.
ANKIT
INDEX
SR. NO. CONTAINS PAGE NO.
1 INDUSTRY OVERVIEW 4
2 OVERVIEW OF ORGANIZATION 17
3 RESEARCH METHODOLOGY 34
4 FINDINGS 51
5 SUGGESTIONS 53
6 REFERANCE 55
7 APPENDIX 57
INTRODUCTION
Quality of work life denotes all the organizational inputs which aim at the employee’s
satisfaction and enhancing organizational effectiveness. The basic purpose is to develop
jobs and working conditions that are excellent for employees as well as economic health
of organization. It refers to the level of satisfaction, motivation, commitment and
involvement an individual experience with respect to their line at the work. The quality of
work life is the degree of excellence brought about work and working conditions that
contribute to the overall satisfaction and performance primarily at individual level and
finally at organization level.
Quality of Work Life (QWL) has become one of the most important issues these
days in every organization. Employees are the force that is behind every successful
organization. No organization can become successful with technology only because for
the use of technology also, organizations need to have strong work force. Quality of
Work Life was the term actually introduced in the late 1960’s. From that period till now
the term is gaining more and more importance everywhere, at every work place. Initially
quality of work life was focusing on the effects of employment on the general well being
and the health of the workers. But now its focus has been changed. Every organization
need to give good environment to their workers including all financial and non financial
incentives so that they can retain their employees for the longer period and for the
achievement of the organization goals.. At the end we can say that a happy and healthy
employee will give better turnover, make good decisions and positively contribute to the
organization goal.
The quality of work life is a process by which an organization responds to
employee needs for developing mechanism that allow them to share fully in making
decision that designs their life at work. Thus QWL means having good supervision, good
working conditions, good pay and benefits and interesting, challenging and rewarding
job.
Factors affecting quality of work life:Job satisfaction:
Job satisfaction is the favorable or unfavorable with which employees view their work.
As with motivation, it is affected by the environment. Job satisfaction is impacted by job
design. Jobs that are rich in positive behavioral elements – such as autonomy, variety,
task identity, task significance and feedback contribute to employee’s satisfaction.
Likewise, orientation is important because the employee’s acceptance by the work group
contributes to satisfaction. In sort, each element of the environmental system, can add to,
or detract from, job satisfaction.
Pay: Quality of work life is basically built around the concept of equitable pay. In this
days ahead, employees may want to participate in the profit of the organization.
People: Almost everyone has to deal with three set of people in the work place. Those
are namely boss, co-workers in the same level and subordinates. Apart from this, some
professions need interaction with people like patients, media persons, public, customers,
thieves, robbers, physically disabled people, mentally challenged, children, foreign
delegates, gangsters, politicians, public figures and celebrities. These situations demand
high level of prudence, cool temper, tactfulness, humor, kindness, diplomacy and
sensitiveness.
Health conditions of employees:
Organisation should realize that their true wealth lies in their employees and so providing
healthy environment for employees should be their primary objective.
Personal and career growth opportunities:
An organization should provide employees with opportunity for personal/professional
development and growth and to prepare them to accept the responsibilities at higher level.
Participative management style and recognition:
Flat organization structure helps organization facilitate employee participation. A
Participative management style improves the quality of work life. Workers feel that they
have control over their work process and they also offer the innovative ideas to improve
them. Recognition also helps in motivating employees to perform better. Recognition can
be in form of rewarding employees for their best performance.
Autonomous Work Teams:
An autonomous work team is one which can plan, regulate and control its own work
world. The management only specifies the goals that too in collaboration with the team.
The team organizes the contents and structure of its job, evaluates its own performance,
establishes its speed and chooses its production method. It makes its own internal
distribution of tasks and decides its own membership. Autonomous team approach
increases satisfaction and reduces turnover and absenteeism.
Motivation:
Motivation is a complex subject. It involves the unique feelings, thoughts and past
experiences of each of us as we share a variety of relationships within and outside
organizations. To expect a single motivational approach work in every situation is
probably unrealistic. In fact, even theorists and researches take different points of view
about motivation. Nevertheless, motivation can be defined as a person’s drive to take an
action because that person wants to do so. People act because they feel that they have to.
However, if they are motivated they make the positive choice to act for a purpose –
because, for example, it may satisfy some of their needs.
Work life balance:
Organisation should provide the relaxation time for employees and offer tips to balance
their personal and professional lives. They should not strain employees personal and
social life by forcing on them by demanding working hours, overtime work, business
travel, untiming transfers.
By the globalization the modern employees are experiencing distress. To meet the
challenges posed by present standards, organizational must focus their attention in
bringing a balance between work life and personal life. The underlying assumption is that
work life balance will ultimately ensure Quality of work life.
Today an employee desires work to be more meaningful and challenging because quality
is the acid test. A Quality of work life gives an opportunity for deep sense of fulfillment.
Employees seek a supportive work environment that will enable them to balance work
with personal interests.
Quality of work life provides a more humanized work environment. It attempts to serve
the higher order needs of workers as well as their basic needs. Quality of Work Life
indicates that the work should not have excessively negative conditions. It should not put
workers under undue stress. It should not damage or degrade their humanness. It should
not be threatening or unduly dangerous.
Employees in several companies that instituted Quality of work life experienced better
health and greater safety on the job. Other benefits included improved employee
satisfaction, morale, job interest, commitment and involvement ; increased opportunity
for individual growth ; greater sense of ownership and control of the work environment
development of managerial ability for circle leaders, improved communication in the
organization and greater understanding and respect between management and workers.
The term Quality of work life has been applied to a wide variety of organizational
improvement efforts. The common elements seem to be, has good man indicates, an
“attempt to restructure multiple dimensions of the organizational and to institute a
mechanism which introduces and sustains changes overtime . Aspects of the change
mechanism are usually an increase in problem solving between the union and
management
Responsiveness to employee concerns. In every organization, people and their behavior
assumes vital role in determining the performance and effectiveness. While many studies
concentrated on physical and financial performance of organization. Studies on
behavioral aspects seem to be inadequate. So, the attempts must to understand the human
side of the enterprise.
The Quality of work life movement provides a value frame work and a philosophy which
has a long term implication for the human development and enrichment. It tries to
balance both the work and family life. Hence integrated approach with regard to Quality
of work life is required for the success of an individual and an organization. This
underlines the necessity of searching studies on the nature of human relations and the
problems of human relations and the problems of human behavior in the organization and
suggests measures to cope with the problems. Hence, an in depth on aspects like Quality
of work life can throw light on many non-identified aspects of human behavior which
may help in understanding the issues involved and improving the overall performance of
these organizations. There it is found that there is need to study in greater detail about the
topic
Need of the study:
In the current scenario every organization expects their employees to perform at
their peak potential. Though monetary aspects play an important role in motivating
employees, organization around the world have come to understand that there are many
other aspects that contributes better employee performance. It is these aspects that form
the basis for this study. In particular this study aims to identify the various tangible and
intangible aspects that contribute to the quality of the workplace. It is very important for
an organization to create a very conducive working environment for employees.
This study is needed to ensure that all employees are performing at their peak
potential, free from stress and strain, and to ensure all their needs are fully satisfied. This
study will be used as feedback from employees to know their current perspective of
workplace and also to identify the areas of improvement for the organization.
Scope of the study:
The term Quality of work life in its broader sense covers various aspects of
employment and non-employment conditions of work. This study covers the overall
quality of work life of employees, i.e. their job satisfaction, work environment, working
hours, work stress, their relation with their colleagues, work assignments, infrastructure
provided etc ..The present study aims at measuring the level of satisfaction of employees
and to know about the various welfare activities and benefits provided for the employees.
The study is dependent on the opinion expressed by all the employees of all the
departments.
Quality of work life is a multi dimensional aspect. Some of these aspects are
Compensation and the reward for the work
Personal and career growth opportunities
Motivation
Participative management style
Health and Safety of the employees
Job security
Job specification
By providing better quality of work life, the following results can be achieved.
Better performance of employees
More devotion and dedication towards work
Reduced absenteeism
Voluntary participation in an organizational activities
Reduced corruption
Lesser attrition
Significance of the study: Quality of work life covers the various aspects under the general umbrella of
supportive organization behavior. Thus the quality of work life should be broad in its
scope. It must evaluate the attitude of employees towards personnel policies. The
research will be helpful in understanding the current position of the organization. And
provide some strategies to extend the employee satisfaction with little modification which
is based on the internal facilities of the organization.
The research can be further used to evaluate the facilities provided by the
management towards the employee. This study also helps to manipulate the expectations
of the employees.
REVIEW OF LITERATURE
Various authors and researchers have proposed models of Quality of working life which
include a wide range of factors. Selected models are reviewed below.
1. Journal Name - Organizational Behavior and Human Performance, 16,
Title- Motivation through the design of work: Test of a theory.
P.No: 250-279, Year: 1976, Author: Hackman, J. R., & Oldham, G.R
In this journal, author suggested that the psychological growth needs are relevant to the
consideration of Quality of working life. Several such needs were identified; Skill
variety, Task Identity, Task significance, Autonomy and Feedback. They suggested that
such needs have to be addressed if employees are to experience high quality of working
life.
2. Journal Name: Occupational Psychology, 52
Title: - Scales for the measurement of some work attitudes and aspects of psychological well being
P.No: 129-148 Year:1979 Author: Warr. P, Cook. J and Wall. T
In an investigation of Quality of working life, the author suggested a range of apparently
relevant factors, including work involvement, intrinsic job motivation, higher order need
strength, perceived intrinsic job characteristics, job satisfaction, life satisfaction,
happiness. They discussed a range of correlations derived from their work, such as those
between work involvement and job satisfaction, intrinsic job motivation and job
satisfaction, and perceived intrinsic job characteristics and job satisfaction
3. Journal Name: Occupational Behavior, 5
Title: - Accounting for the quality of work life.
P.No: 197-212. Year: 1984 Author: Mirvis, P. H. and Lawler, E.
In this journal the author suggested that Quality of working life was associated with
satisfaction with wages, hours and working conditions, describing the “basic elements of
a good quality of work life as; safe work environment, equitable wages, equal
employment opportunities and opportunities for advancement.
4. Journal Name: Organizational Behavior, 12
Title: - Routinization of job context and job content as related to employees'
quality of working life
P.No: 379-386. Year: 1991 Author: Baba V. B., & Jamal, M
In this journal, the author suggested that the typical indicators of quality of working life,
including: job satisfaction, job involvement, work role ambiguity, work role conflict,
work role overload, job stress, organizational commitment and turn-over intentions. Baba
and Jamal also explored routinisation of job content, suggesting that this facet should be
investigated as part of the concept of quality of working life
5 Journal Name: Journal of Management, 25
Title: - Health and well-being in the workplace: A review and synthesis of the
literature
P.No: 357-384. Year: 1999 Author: Danna & Griffin
In this journal, the author suggested that Quality of Working Life is not a unitary concept,
but has been seen as incorporating a hierarchy of perspectives that not only include work-
based factors such as job satisfaction, satisfaction with pay and relationships with work
colleagues, but also factors that broadly reflect life satisfaction and general feelings of
employees .
6. Book name: Social Indicators Research, 55
Title: - A new measure of quality of work life based on need satisfaction theories
P.No: 357-384. Year: 1999 Author: Sirgy, M.J., & Efraty,J
In this journal, the author suggested that the key factors in quality of working life are:
Need satisfaction based on job requirements, Need satisfaction based on Work
environment, Need satisfaction based on Supervisory behavior. They defined quality of
working life as satisfaction of these key needs through resources, activities, and outcomes
stemming from participation in the workplace. Maslow’s needs were seen as relevant in
underpinning this model, covering Health & safety, Economic and family, Social,
Esteem, Actualization, Knowledge and Aesthetics, although the relevance of non-work
aspects is play down as attention is focused on quality of work life rather than the
broader concept of quality of life. These attempts at defining quality of working life have
included theoretical approaches, lists of identified factors, correlation analyses, with
opinions varying as to whether such definitions and explanations can be both global, or
need to be specific to each work setting.
Industry Overview
INDUSTRY OVERVIEW
History of chocolate:
The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in
Central America, who first enjoyed “chocolati” 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. He
had 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
religious elite; 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 whole
ship 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.
Back to the America’s
Event’s went full circle when English colonists carried chocolate (and coffee) with them
to England’s colonies in north America. Destined to become the united states of America
and 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 of
English civil war and pilgrim fathers fame and a history of chocolate would not be
complete without mentioning their part in it. Some of the most famous names in
chocolate were Quakers, who for centuries held a virtual monopoly of chocolate making
in the English speaking world – fry, Cadbury and row tree are probably the best known.
Its probably before the time of the English civil war between parliament and king Charles
1st that the Quaker’s who evolved from the puritans, first began their historic association
with 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 (like
the 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 biblical
“staff 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 heavily
involved in breakfast cereals but that’s 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 fry of fry &sons (founded 1728 in Bristol,
England) is credited with producing and selling the world’s first chocolate bar. Fry’s have
now all but disappeared (taken over by Cadbury) and row tree have merged Swiss
company nestle, to form the largest chocolate manufacturer in the world. Cadbury have
stayed with chocolate production and are now, if not quite the largest, probably one of the
best-known chocolate makers in the world.
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 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.
The Harvest
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.
Crushing and shelling
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 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 "conch a", 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.
Overview
of
Organizations
OVERVIEW OF ORGANIZATIONS
NESTLE
Nestle IndiaNestle’ 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’ StoryNestlé 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
nearest competitor 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 the
Company’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.
estle’ Brands
Milk Products & Nutrition
Beverages
Prepared Dishes and Cooking Aids
Chocolates & Confectionary
MILK PRODUCTS AND NUTRITION:
NESTLE EVERYDAY Dairy Winter
NESTLE EVERYDAY Slim
NESTLE’S EVERTDAY Ghee
NESTLE’S MILK MAID
NESTLE’S Fresh and Natural Dahi
NESTLE’S Jeera Rita
NESTLE’S MILKMAID Fruit Yoghurt
NESTLÉ Milk
NESTLÉ Slim Milk
BEVERAGES:
NESCAFÉ CLASSIC
NESCAFÉ SUNRISE
NESTLÉ MILO
NESCAFÉ 3 IN 1
NESCAFÉ KOOLREZ
PREPARED DISHES AND COOKING AIDS
MAGGI 2-MINUTE NOODELS
MAGGI VEGETABLE ATTA NOODELS
MAGGI DAL ATTA NOODELS
MAGGI RICE NOODELS MAIN
MAGGI SAUCES
MAGGI PIZZA MAZZA
MAGGI HEALTHY SOUPS
MAGGI -HEALTHY SOUPS SANJEEVNI
CHOCOLATES & CONFECTIONARY
NESTLÉ KIT KAT
NESTLÉ KIT KAT LITE
NESTLÉ MUNCH
NESTLÉ MUNCH POP CHOC
NESTLÉ MILKY BAR
NESTLÉ BAR- ONE
NESTLÉ FUNBAR
NESTLÉ MILK CHOCOLATE
POLO POWER MINT
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 every
year over 12 billion NESTLÉ KIT KAT fingers are consumed around the globe.
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 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.
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 undisputed
leadership 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 but
imaginative 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,
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 a programme 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
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 in 1948.
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, a
delightful 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 nougat
inside, 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.
With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury
Perk 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 irresistible
CELEBRATIONS
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and
dry- fruits during festive seasons.
Cadbury Celebrations is available in several assortments: An assortment of chocolates
like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury
dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut
butterscotch and caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is
an 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
Ever see people hide away their chocolate since they don’t want to share
it! If you have, then its likely to be a bar of Cadbury Temptations!
Cadbury Temptations is a range of delicious premium chocolate in five
flavours.
Research revealed a niche segment of “ chocoholics” - those exposed to
international chocolates and those who love a variety of chocolates but
possibly find the price of international chocolates too high. Cadbury
Temptations is a range targeted at this segment of discerning chocolate
lovers.
The Cadbury Temptations range is available in 5 delicious flavour variants
- Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old
Jamaica. With its international quality chocolate Temptations soon became a
popular brand for "chocoholics".
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
SR. NO. PARTICULARS
1 RELEVANCE OF STUDY
2 RESEARCH PROBLEM
3 RESEARCH OBJECTIVE
4 RESEARCH DESIGN
5 SCOPE OF THE STUDY
6 DATA COLLECTION
SAMPLING DESIGN
INSTRUMENT
MODE OF DATA COLLECTION
7 LIMITATION OF STUDY
8 DATA ANALYSIS
RESEARCH METHODOLOGY
1. Relevance of the Study
This research is been conducted to survey the product performance and buying behavior
of consumer in selection of chocolates.
The relevance of the study is to 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 Junagadh City. This
research is to know which particular brand of chocolate is most preferred by people of
different age groups.
2. Research Problem
Every research has their own problem and limitation but good researcher have to
overcome that problem by their skill.
In this research problem I would like to understand and analyze about the chocolates
products available at Junagadh and collect the feedback from group of people and I
wanted to know the developments made in direction of chocolates industry.
OBJECTIVE OF THE STUDY
3. Objective of the study
This project is based on the comparative study consumer behavior towards Nestle and
Cadbury 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.
4. Research Design
For any researcher the research methodology is the most important criteria to decide
before the actual research process starts.
There are many methods for conducting the research some of them are as under;
a) Descriptive vs. Analytical b) Applied vs. Fundamental c) Quantitative vs. Qualitative
d) Conceptual vs. Empirical e) Field setting or laboratory testing research The design of a
research is a plan or a model that helps researcher to conduct a formal investigation and
survey. It is an application of methods and procedures for acquiring the information
needs for getting a desire out come. It decides the sources of data and methods for
gathering data. A good design insures that the information obtained is relevant to the
research question and that it was collected by objectives. Since, research design is simply
the frame work or plan for a study. It is a blue print that of a house devised by an
architect. My approach to research is descriptive and quite specific.
Out of these all research methods the research method, which was most suitable to my
research, was descriptive research because it provides me all the opportunities to cover
the all the aspect that I require to conduct the research and get an appropriate out come.
Descriptive Research:
Descriptive research includes surveys and fact – finding enquires of different kinds.
The major purpose of descriptive research is description of the state of affairs as it
exits at present. In social science and business research we often use the term Ex
post facto research for descriptive research studies. The main characteristic of this
method is that the researcher has no control over the variables; he can only report
what has happened or what is happening.
SCOPE OF THE STUDY
5. 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 junagadh region only.
There are 2 sources of data i.e.
A) Primary Data
The data, which are collected for the first time, directly from the respondents to the base
of knowledge & belief of the research, are called primary data.
The normal procedure is to interview some people individually or in a group to get a
sense of how people feel about the topic.
So far as this research is concerned, primary data is the main source of information
provided by the respondents.
B) Secondary Data
When the data is collected and compiled in the in a published nature it is called
Secondary data.
So far as this research is concerned internet, many brochures and magazines have been
5. DATA COLLECTION
a) SAMPLING DESIGN
It is true that it is very difficult to do research with whole universe. As we know that it is
not feasible to go with population survey because of the numerous Doctors and their
scattered location. So for this purpose sample size has to be determined well in advanced
and selection of the sample also has to be scientific so that it represents the whole
universe.
So far as this research is concerned, the sample size is 100.
b) INSTRUMENT
Taking into consideration research instrument selected by me is questionnaire because it
gives more flexibility in terms of data and it has been asked to the responder personally
and have an idea of getting an important unknown data that can be collected through their
behavior.
c) MODE OF DATA COLLECTION
Data collection mode is personal visit and filling up of the questionnaire.
SAMPLE UNIVERSE JUNAGADH CITY
SAMPLING TECHNIQUE STRATIFIED RANDOM
SAMPLING
SAMPLE SIZE 100
RESEARCH INSTRUMENT A STRUCTURED FORMATTED
QUESTIONNAIRE
6. LIMITATION OF STUDY
In attempt to make this project authentic and reliable, every possible aspect of the topic
was kept in mind. Nevertheless, despite of fact constraints were at play during the
formulation 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 can’t be eliminated though all necessary steps were
taken to avoid the same.
DATA ANALYSIS
Que1. Do you eat chocolate?
Anaylsis & interpretation:
Chocolate is a product which is like by the all age group of people. Accourding to the
survey 83% of people says yes they eat chocolate and 17% say no they are not eating
chocolate. May be the reason behind that is they are not eating chocolate on daily or
weakly basis or may be they are eating any other brand of chocolate.
PREFER CHOCOLATES?
83%
17%
YES NO
Que2. Which brand of chocolate do you prefer?
Analysis & Interpretation:
There are many brands available in the market. But the market leaders in India are
basically two brands like Cadbury & Nestle. According to survey 64% of the market is
captured by the Cadbury and only 36% of the market is covered by the Nestle. To capture
the market the company should do more advertising and sales distribution. And also
should maintain quality of the product compare to the competitors.
64
36
0
20
40
60
80
PREFERENCE OF BRAND
CADBURY NESTLE
Que3. Which sub-brand you have purchased?
Analysis & Interpretation:
In this survey nestle is having five sub-brands like kitkat, Munch, Milkybar, Barone,milk
chocolates and their consumption are like kitkat 12% ,munch 20 ,milky bar 1% ,bare one
2% ,and milk chocolate 1%. And if we talk about Cadbury the sub-brand of the Cadbury
is dairymilk, 5 star, perk, celebration and Temptation and their consumption are like
40
11 9
1 3
0
10
20
30
40
CADBURY
DARYMILK 5 STAR PERK CELEBRATIONS TEMPTATION
NESTLE
12
20
1 2 1
0
5
10
15
20
25
KIT KAT MUNCH MILKY BAR BAR ONE MILK CHOCOLATE
dairymilk 40%, 5 star11%, perk9%, celebration1% and Temptation 3%. According to the
survey the highest selling product is Cadbury.
Que4. Rank the sub-brands of chocolates according to your preference? (1 for most preferred) NESTLE
CADBURY
Analysis & Interpretation
In this survey I found that the most selling product is Munch the sub-brand of Nestle the
Munch has capture the 50% of the market as compared to the Cadbury product the
highest selling product of Cadbury is Dairy milk which captured the market stake of 30%
30
7
21
42
0
5
10
15
20
25
30
RANKING SUB BRANDS
DARYMILK 5 STAR PERK CELEBRATIONS TEMPTATION
RANKING SUB BRAND
33%
50%
3%11% 3%
KIT KAT MUNCH MILKY BAR BAR ONE MILK CHOCOLATE
which is as compared to Much 20%less which is a good sigh for Nestle and the less
consumption of the Nestle product is Milk bar & Milk Chocolate the market share is only
Que5. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column)
1 3
96
0
0
20
40
60
80
100
PRICE
VERY IMP. IMPORTANT NORMAL LEAST IMP.
FLAVOUR/TASTE
88%
9% 2% 1%
VERY IMP. IMPORTANT NORMAL LEAST IMP.
126 4
78
0
20
40
60
80
PACKAGING
VERY IMP. IMPORTANT NORMAL LEAST IMP.
78
126 4
0
20
40
60
80
QUALITY
VERY IMP. IMPORTANT NORMAL LEAST IMP.
Analysis & Interpretaion:
Whenever we are consuming any food product our main focus in on the quality and price
in India there is more concentrating on the quality of product rather than other parameters
of the product in this survey I found that the basic concentration of the consumer is on
taste 88% says that they purchase if they like the taste of the product. 96% says if normal
price would be there a taste is good than price dose not matter. 78% of the consumer says
that if they are getting best quality product at nominal price than the packaging is least
important. 78% says that they are mainly seeing the quality of the product if the product
is qualitative than they are ready to pay any price for that product.
Que6. Which form of a chocolate do you like?
FORM OF CHOCOLATE
47
29
18
6
0
10
20
30
40
50
HARD CRUNCHY NUTTIES CHEW
Analysis & interpretation:
Every person have there own taste and preferences towards the eatable product in
chocolates there are four varieties available in the market among this 47% of the
consumer like hard chocolates, 29% of the consumer like crunchy chocolates, 18% of the
consumer like nutties chocolates & only 6% of the consumer like Chew chocolates.
Que7. What pack do you purchase?
73
1710
0
20
40
60
80
PACK PREFERENCE
SMALL BIG FAMILY PACK
Analysis & Interpretation:
The chocolates are available in the market in different packaging like small, big, &
family pack, from the survey we can say that the consumption of the chocolates are more
eaten by the teenage group so they more prefer the small packaging because of there
availability in market is good and most important thing is its very much affordable.
According to the survey 73% are using small pack, 17% are using big pack of the
chocolates, 10% are consuming family pack because of there high price. So we can easily
see that the consumption of small pack is having boom in the market compare to other
packaging.
Que8. Which promotional offers attract you most?
PROMOTIONAL OFFERS
12%
84%
4%
FREE GIFTS PRICE OFFER ANY OTHER
Analysis & Interpretation:
To sell out the product there are many promotions activity conducted by the company to
face the competition the offer give by the company are like free gift, price offer, or any
other scheme. In this 12% are giving the free gift offer (scratch the card scheme), 84%
are directly giving the price offer, and 4% giving the any other kind of scheme.s
Que9.Which of these factors affects your purchase?
69
1 2 0
21
7
0
20
40
60
80
FACTORS AFFECTING PURCHASE
ADVERTISEMENT SUGGESTIONS ATTRACTIVE DISPLAYDOCTOR'S ADVICE BRAND AMBASSADORS INGREDIANTS
Analysis & Interpretation:
There are many factors affecting at the time of purchase. So company is doing
promotional activities to acquire the desired target of the product. Basically there are six
main type of the promotional activities like 69% of the advertisement, 1% of the
suggestions, 2% of the attractive display, 0%of the doctors advice, 21% of the companies
are using Brand Ambassadors in there advertisement, 7% of the ingredients. So all this
factors are affecting the purchase.
Que10. Which media of advertisement influence your purchase?
Analysis & Interpretation:
In today’s competitive market advertisement is the main tool for selling the product
because every single person is watching or reading the advertisement. So it become easy
to make people aware about the product. So companies are using advertisement media
like 67% of the television adds, 7% of the Hoardings, 3% of the advertisement given on
local as well as national newspapers, & 23% are using display adds.
Que11. If your preferred brand is not available for repeat purchases then what will you do?
ABSENCE OF PREFERED BRANDS
11%
40%
49%
POSTPONE PURCHASE SWITCH OVER SEARCH BRAND
Analysis & Interpretation:
Every person is having there own taste & preferences. Some consumer are compromising
with there taste and preferences and some are not according to the survey 11% of the
consumer are postponing the purchase of the product, 40 % of the consumer are switch
over to any other product, & 49 % will search the product at any other place they don’t
compromise for the same.
Findings
Findings
From the one and half month experience of my research project with SHREEJI
DISTRIBUTORS OF NESTLE AT JUNAGADH. I have come to know lot things and it
has enhanced my knowledge to great extent. I found many things which are well
executed by distributors. Here are some of the key findings given by me are purely based
on my research. It doesn’t have any kind of bias from my side.
They are given as under.
By doing the comparison of Nestle and Cadbury chocolates I have found that the
preference of the chocolates more preferred by the consumer is Cadbury
From the analysis I have found that nestle some brand has covered 50% of the market in
one product (Munch) of the chocolates which is a very good sign for the company.
Through the research I found that consumer is very conscious about the quality of the
product in that matter they are not ready to compromise. And I found both company
product are very qualitative.
In some cases I found that if a product is not available in the market than some consumer
would to switchover to another product or brand.
So from these survey I have found that the consumption of the chocolates are more in
children and teenage group though having any occasion or not having any occasion.
The most selling product of both the company are in small size of chocolates and there
market is 73% because its not much costlier. And also easily available & affordable.
Suggestions
SUGGESTIONS
Chocolates products at Junagadh city are available in comparison to previous years, but
still there is requirement of development in Chocolate products. SHREEJI
DISTRIBUTERS is regarded to be the best service distributors according to Retailer. Due
to increasing overall cost in Chocolate Products everywhere, cost format should be made
as such that it is affordable to each and everyone in the society. In this I also found that if
the demanded brand is not available, so at that time the customers switch over the brand
of the chocolate so, here the company should build up the healthy distribution channel by
which company can attract the customers and company loose the fear from the market.
BIBLIOGRAPHY
BIBLIOGRAPHY
Web sites:
www.nestle.com
www.nestle.inchocoinfo.com
www. nestle bar-one.com www.business-standard.com
www.babymilkaction.org
Books:
1. Marketing Management
2. Research Methodology
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