ronnie final gju
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A PROJECT ON
STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE
CHOCOLATES
(Submitted in partial fulfillment of the requirement of)
Master of Business Administration, Distance Education
Guru Jambeshwar University Of Science and Technology, Hisar
Research Supervisor Submitted by
NAME: Ms. Sonali Saxena Tamojit Dey
DESIGNATION: Lecturer Enrollment No- 08061148454
Specialization: Marketing
Session 2008-2010
Directorate of Distance Education
Guru Jambeshwar University of Science and Technology Hisar (India)
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RESUME OF SUPERVISOR/GUIDE
1. NAME Mrs. Sonali Saxena
2. DESIGNATION Lecturer- Marketing Management
3. QUALIFICATION B.Com,MBA,O level in Computers,pursing PhD
4. AREA OF SPECIALIZATION: Marketing
5. EXPERIENCE 2.5 years
6. OFFICIAL ADDRESS NSB School of Business
B-II/1, MCIE, Delhi Mathura Road,
New Delhi 110044
7. TELEPHONE NO. (Off.) 011-41676794 (Res) 9650833803
8.E-MAIL [email protected]
I am willing to supervise Mr. Tamojit Dey Enrollment no. 08061148454 , on the topic
STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLECHOCOLATES
(Signature) with Seal
Countersigned by the employee
with seal
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Countersigned by Director
of Study Centre with Seal
CERTIFICATE:-
This is to certify that Mr.TAMOJIT DEY, Enrolment No. 08061148454 has
proceeded under by supervision her Research project Report on STUDY OF
CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE
CHOCOLATES in theSpecialization area Marketing .
The work embodied in this report is original and is of the Standard expected of an
MBA Student and has been submitted in part or full to this or any other university
for the award of any degree or diploma. She has completed all requirements of
guidelines for research Project Report and the work is fit for evaluation.
Signature of Supervisor/Guide (with SEAL)
NAME: Mrs. Sonali Saxena
DESIGNATION: Lecturer
ORGANIZATION: NSB School of Business
Forwarded by Head/Director of Study Centre
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(With Signature, Name & SEAL )
DECLARATION
Hereby declare that the project report entitled STUDY OF CONSUMER PREFERENCE
TOWARDS NESTLE AND CADBURY CHOCOLATES submitted for the degree of Master
of Business Administration, 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 notbeen submitted to any other university or institution for the award of any degree or diploma.
Signature of candidate:-___________________________
NAME:- TAMOJIT DEY
ENROLMENT NO. : - 08061148454.
SPECILIZATION:- Marketing.
SESSION:- 2008 - 2010
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ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine can substitute
which is possible while working in real situations. Application of theoretical knowledge to
practical situations is the bonanzas of this survey.
Without a proper combination of inspection and perspiration, its 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 professorMs. Sonali Saxena who was always there to help and guide
me when I needed help. His perceptive criticism kept me working to make this project more full
proof. I am thankful to him for his encouraging and valuable support. Working under him was an
extremely knowledgeable and enriching experience for me. I am very thankful to him for all the
value addition and enhancement done to me.
No words can adequately express my overriding debt of gratitude to my parents 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.
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Tamojit Dey
MBA
Preface
Marketing Research is a part of MBA curriculum, which a student has
to undertake after the completion of 4th.Semester.
Subsequently the project would concentrate on the reasearch
conducted in the cosmetic industry mainly concentrating on the role of promotion in this industry.
Eventually, it will discuss the sources from where the information has
been gathered.
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Index
DeclarationDeclaration
AcknowledgementAcknowledgement
PrefacePreface
Introduction:Introduction:
RationaleRationale
Review of literature and Problem formulationReview of literature and Problem formulation
Objective ofObjective ofthe studythe study
Survey andSurvey and its analysis:its analysis:
ObjectiveObjective
MethodologyMethodology
Scope of the studyScope of the study
AnalysisAnalysis
LimitationsLimitations
Findings and observationsFindings and observations
RecommendationRecommendation
ConclusionConclusion
ReferencesReferences
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AnnexureAnnexure
INTRODUCTION
In this research I have survey the product performance and buying behavior of two famous
brands of chocolates Nestle and Cadbury, which are consumed by people of all ages. During
this research I have interacted with people of Delhi NCR. After this research I came to know
how people perceives these products on the variables like price, quality, advertisement,satisfaction, taste, packaging, brand loyalty etc. I also came to know which particular brand of
chocolate is most preferred by people of different age groups. In this research I have surveyed
that how frequently and how much chocolate they consume, whether they buy small, big or
family pack. Trend of ongoing changes in their likings has been shown in the report. In this
report I have tried to explain the entire research and facts product wise.
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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 16 th 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.
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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 1650s
First chocolate for eating
Up until this point all chocolate recipes were based on plain chocolate. It was an English doctor,
sir Hanss 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.
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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 cacaoporridge.
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 Aztecs 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
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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 Aztecs 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 17 th
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 sheeps droppings, they burned the whole ship in frustration. If only they had known,
chocolate was so expensive at that time, that it was worth its weight in silver ( if not gold),
chocolate was treasure indeed !
Within a few years, the cocoa beverage made from the powder produced in Spain had become
popular throughout Europe, in the Spanish Netherlands, Italy, France, 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 thewealthy and business community met to smoke a clay pipe of tobacco, conduct business and
socialize over a cup of chocolate.
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Back to the Americas
Events went full circle when English colonists carried chocolate (and coffee) with them to
Englands 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 Quakers 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 thats
another story.
What is certain is that the fry, row tree and Cadbury families in England among others, began
chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol, England) is
credited with producing and selling the worlds first chocolate bar. Frys have now all but
disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle, to form
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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 1600s. 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
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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 hybridsand varieties. The main growing area is West Africa. The cocoa tree can flourish only in the
hottest regions of the world.
TheHarvest
Immediately after harvesting, the fruit is treated to prevent it from rotting. At
fermentation sites either in the plantation or at, collecting points, the fruit is
opened.
Fermentation
The fermentation process is decisive in the production of high quality raw cocoa. The technique
varies depending on the growing region.
Drying
After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of
this has to be removed.
What could be more natural than to spread the beans out to dry on the sun-soaked ground or on
mats? After a week or so, all but a small percentage of the water has evaporated.
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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 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,
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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.
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Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in
which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 C and, while
being constantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa
butter. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter
taste gradually disappears and the flavor is fully developed. The chocolate no longer seems
sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity, which gives
it its reputation.
CONSUMPTION OF CHOCOLATES IN INDIA
Chocolate consumption in India is extremely low. Per capita consumption is around 160 gms in
the urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even lower.
Chocolates in India are consumed as indulgence and not as a snack food. A strong volumegrowth was witnessed in the early 90s 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.
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NESTLE
Nestle India
Nestle India is a subsidiary of Nestle S.A. of Switzerland. The company insists on honesty,
integrity and fairness in all aspects of its business and expects the same in its relationships.
Nestle India- Presence Across India
Beginning with its first investment in Moga in 1961, Nestls regular and substantial investments
established that it was here to stay. In 1967, Nestl 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, Nestl commissioned two factories in Goa at Ponda and Bicholim
respectively. Nestl India is now putting up the 7th factory at Pant Nagar in Uttaranchal.
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Nestle Story
Nestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first
product was Farine Lacte Nestl, an infant cereal specially formulated by Henri Nestl toprovide and improve infant nutrition. From its first historic merger with the Anglo-Swiss
Condensed Milk Company in 1905, Nestl has grown to become the worlds largest and most
diversified food Company, and is about twice the size of its nearestcompetitor in the
food and beverage sector.
Nestls trademark of birds in a nest, derived from Henri Nestls 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 Nestls corporate identity but serves to define the Companys products,
responsibilities, business practices, ethics and goals.
In 2004, Nestl 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 Companys 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. Nestls activities contribute to and nurture the sustainable economic development of
people, communities and nations. Above all, Nestl is dedicated to bringing the joy of GoodFood, Good Life to people throughout their lives, throughout the world.
Nestle Brands
Milk Products & Nutrition
Beverages
Prepared Dishes and Cooking Aids
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Chocolates & Confectionary
MILK PRODUCTS AND NUTRITION:
NESTL EVERYDAY Dairy Whitener
NESTL EVERYDAY Slim
NESTL EVERYDAY Ghee
NESTL MILKMAID
NESTL Fresh 'n' Natural Dahi
NESTL Fresh 'n' Natural Slim Dahi
NESTL Jeera Raita
NESTL MILKMAID Fruit yoghurt
NESTL Milk
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NESTL Slim Milk
BEVERAGES:
NESCAF CLASSIC
NESCAF SUNRISE
NESTL MILO
NESCAF 3 in 1
NESCAF Koolerz
PREPARED DISHES AND COOKING AIDS
MAGGI 2-MINUTE Noodles
MAGGI Vegetable Atta Noodles
MAGGI Dal Atta Noodles
MAGGI Rice Noodles Mania
MAGGI Sauces
MAGGI Pizza Mazza
MAGGI Healthy Soups
MAGGI Healthy Soup- Sanjeevni
MAGGI MAGIC Cubes
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CHOCOLATES & CONFECTIONARY
NESTL KIT KAT
NESTL KIT KAT LITE
NESTL MUNCH
NESTL MUNCH POP CHOC
NESTL MILKYBAR
NESTL MILKYBAR CHOO
NESTL BAR-ONE
NESTL FUNBAR
NESTL Milk Chocolate
POLO
POLO Powermint
NESTL Eclairs
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NESTLEKITKAT
NESTL KIT KAT is one of the most successful brands in the world and every year
over 12 billion NESTL KIT KAT fingers are consumed around the globe.
NESTLE MUNCH
NESTL MUNCH is wafer layer covered with delicious choco layer. NESTL MUNCH is socrisp, light and irresistible that you just can't stop Munching.' NESTL MUNCH is the largest
selling SKU in the category!
NESTLE MILKY BAR:
NESTL MILKYBAR is a delicious milky treat, which kids love. Relaunched in January 2006
with a Calcium Rich recipe, NESTL MILKYBAR is a favorite with parents to treat their kids
with.
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NESTLE BAR-ONE
is a luscious nougat and caramel with delicious choco layer. NESTL BAR-ONE constantly
reminds you that it is Time for Action'.
NESTLE Milk Chocolate:
NESTL Milk Chocolateis a milk chocolate with a delicious taste. Kids just love it!
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CADBURY
How Cadbury Chocolate is made
John Cadbury
Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John pasteto 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 toproduce 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'.
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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 Milkgained 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).
Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food
Drinks and in the Candy category.
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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, clairs 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, Bytesis 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 - whichinclude 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.
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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
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CANDY
Halls
CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
TemptationEclairs
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
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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 movesfrom 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
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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 Perkunveiled 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
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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
Cadbury Temptations is a range of delicious premium chocolate in five
flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forestand Old Jamaica.
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Rationale
CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a marketer.
Consumer decides what to purchase, for whom to purchase, why to purchase, from where to
purchase, and how much to purchase. In order to become a successful marketer, he must know
the liking or disliking of the customers. He must also know the time and the quantity of goodsand services, a consumer may purchase, so that he may store the goods or provide the services
according to the likings of the consumers. Gone are the days when the concept of market was let
the buyers beware or when the market was mainly the sellers market. Now the whole concept
of consumers sovereignty prevails. The manufacturers produce and the sellers sell whatever the
consumer likes. In this sense, consumer is the supreme in the market.
As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the demand forthe basic raw materials, for the transportation, for the banking, for the production; they effect the
employment of workers and deployment of resources and success of some industries and failures
of others. Thus marketer must understand this.
Preference (or "taste") is a concept, used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of
these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide.More generally, it can be seen as a source of motivation. In cognitive sciences, individual
preferences enable choice of objectives/goals.
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The study of the consumer preference not only focuses on how and why consumers make buying
decision, but also focuses on how and why consumers make choice of the goods they buy and
their evaluation of these goods after use. So for success of any company or product promotion it
is very necessary to depart its concentration towards consumer preference.
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*Review of literature and Problem Statement*
1.
Title To study the influence of packaging affecting brand selection in chocolate industry.
Author C. Anandan
Objective To study the influence of packaging in brand of chocolates.
Methodology Source of data for arriving at a conclusion is primary data. Hence the surveyregarding the influence of packaging in selection of products for chocolates was conducted atvarious retail outlets and some residence. Data was basically collected from housewives,childrens, family and shopkeepers.
Data collation Pilot test to ensure validity.
Sampling- sample size of 125 out of which 70 were women and 55 were men.
Conclusion Data collected for users help to tune their marketing strategies for profitability andcustomer loyally.
Reference- Brand management, vole- No 3 page 45-57.
2.Title Significant consideration in the purchase of consumer durablesAuthor- B.S HundalObjectives To ascertain intensity of brand loyalty and offer useful implication for marketers.To analyze the planning of brand choice, time of purchase and choice of point of purchase.Conclusion the study revealed that the consumers have a preference toward particular brand ofconsume durables and are not ready to buy any other.
3.
Title Use of Coercive Strategies in Purchase decisions: Relationship between influencestrategies and the degree of Involvement.Objectives to find out whether coercive strategies are being used by couple (talking loudly,looking unhappy, Anger, Authority) in making purchase decision.Methodology
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A questionnaire was served to 100 married couples, of which 63 completely filled thequestionnaires, of which 45 were usable. So the sample size was 90.Conclusion spouse decision behavior is the key to understand how families arrive at purchase
decisions. It was found out that spouse do not use coercion consistently across purchase
decisions.
Moreover an understanding of spousal behavioral interaction in a decisions may guide marketersin designing particular communication massages.
Objectives of the proposed 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.
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RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information
collected from primary sources. After the detailed study, an attempt has been made to presentcomprehensive analysis of consumption of Cadbury and nestle chocolates consumed by the
people. The data had been used to cover various aspects like consumption, consumers
preference and customers satisfaction regarding Cadbury and Nestle chocolates. In collecting
requisite data and information regarding the topic selected, I went to the residents of Ludhiana
and collected the data.
Location : DELHI.
Sample Type : Random.
Sample Size : 100 Users (between age group of 10 to45)
Data Type : Primary and Secondary data.
Data Collection Tool : Questionnaire.
Data Presentation Tool : Pie charts and Tables.
Survey design:
The study is a cross sectional study because the data were collected at a single point of time. For
the purpose of present study a related sample of population was selected on the basis of
convenience.
Sample Size and Design:
A sample of 100 people was taken on the basis of convenience. The actual consumers werecontacted on the basis of random sampling.
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Research Period:
Research work is only carried for 2 or 3 weeks.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions included were
open ended, dichotomous and offered multiple choices.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source:The primary data comprises information survey of Comparative
study of consumer behavior towards Nestle and Cadbury chocolates. The data has been
collected directly from respondent with the help of structured questionnaires.
Secondary Source: The secondary data was collected from internet, References
from Library.
Scope/Relevance of Proposed 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
consumers needs, but the marketers 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
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leaving behind the others. The scope of my study is also restricts itself to Delhi region
only.
In context with the above objectives in mind, a survey would be conducted in the city of
Delhi. Questionnaire method is being used to obtain the required information. Randomsampling will be used as the mode of conducting the survey.
This analysis will further help me understand the factors that play within the minds ofconsumers while preferring a product or services. I believe that this study will alwaysassist me to further enhance my knowledge in this subject.
Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques. The
technique that I have used is bar technique.
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ANALYSIS OF THE STUDY
LIKING FOR THE CHOCOLATES
Table:1
Liking for the Chocolate Yes No
Number of Respondents 95 5
Chart :1
From the above analysis of the given sample of 100 respondents it is concluded that out of 100
people 95 people likes to eat chocolate while only 5 people dont prefer to eat chocolate.
DIFFERENT AGE GROUPS :
Table :2
AGE GROUPS 0-10 10-20 20-30 ABOVE 30
NUMBER OF
RESPONDENTS
14 42 33 11
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Chart :2
According to the above analysis it is concluded that I have surveyed 100 respondents out of
which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.
PREFERENCE ACCORDING TO AGE GROUPS
Table :3
AGE GROUPS
BRANDS 0-10 10-20 20-30 ABOVE 30
CADBURY 7 35 24 5
NESTLE 5 6 8 5
NO CONSUMTION 2 1 1 1
Chart :3
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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
BRANDSPREFERENCE BY CONSUMERS
CADBURY 73
NESTLE 22
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
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CADBURY CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTS
DAIRY MILK69
5 STAR 64
PERK 61
CELEBRATIONS 49
TEMPTATIONS 41
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 Temptationis least purchased by the people.
PURCHASE OF NESTLE CHOCOLATES
Table:6
NESTLE CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS
KIT KAT 17MUNCH 19MILKY BAR 18BAR- ONE 16MILK CHOCOLATE 11
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
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Table:7
OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES
SUB-BRANDS PERCENTAGE OF PURCHASE
DAIRY MILK 135 STAR 12PERK 11CELEBRATIONS 9TEMPTATIONS 7KIT KAT 10MUNCH 11MILKY BAR 11BAR ONE 9MILK CHOCOLATE 7
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 15 STAR 220 3 2
PERK 176 2.4 3CELEBRATIONS 136 1.86 4TEMPTATION 91 1.24 5
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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.
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 3MILKY BAR 65 2.95 2BAR-ONE 45 2.05 4MILK
CHOCOLATE
30 1.36 5
According to the above analysis it is concluded that in Nestle Brand, Munch is the most
preferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is the least
preferred sub-brand of Cadbury chocolates.
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INFLUENCING FACTORS DURING PURCHASE
OVERALL INFLUENCE
Table :10
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TAS
TE
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 10
QUANTITY 342 3.6 6
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According to the above analysis it is concluded that on an average mostly people are influenced
by flavor/taste followed by quality, brand and image. It is surprised to know that very few people
are influenced by price followed by shape of the chocolate.
INFLUENCING FACTORS DURING PURCHASE OF CADBURY
CHOCOLATES
Table :11
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TAS
TE
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
QUANTITY262 3.59 5
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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
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TAS
TE
100 4.5 1
PRICE 60 2.72 5
QUALITY 84 3.82 2
PACKAGING 67 3.04 9
FORM 70 3.18 8
BRAND 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.
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FACTORS GIVING MOST SATISFACTION TO CONSUMERS
OVERALL
Table:13
FACTORS GRAND TOTAL AVERAGERANK
FLAVOR/TAS
TE
427 4.81 1
PRICE 337 3.6 4
QUALITY 367 3.86 2
PACKAGING338 3.56 5
FORM 332 3.49 7
BRAND 358 3.77 3
IMAGE 328 3.45 9
COLOR 332 3.49 7
SHAPE 335 3.52 6
QUANTITY
328 3.45 9
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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/TAS
TE
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 CHOCOLATENUMBER OF
RESONDENTS
HARD 33
NUTTIES 25
CRUNCHY 29
CHEW 20
Chart:8
According to the above analysis it is concluded that most of the people likes to eat hard
chocolate and chew form of a chocolate is least preferred.
PACK OF CHOCOLATES PREFE R RED
Table:17
PACK SIZE NUMBER OF RESPONDENTS
SMALL 28BIG 48FAMILY PACK 19
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Chart:9
According to the above analysis it is concluded that out of sample of 95 people who eat
chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.
PROMOTIONAL OFFERS
Table:18
PROMOTIONAL OFFERS NUMBER OF RESPONDENTS
FREE GIFTS 52PRICE OFFER 23ANY OTHER 20
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.
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FACTORS AFFECTING PURCHASE
Table:19
FACTORS NUMBER OF
RESPONDENTS
ADVERTISEMENT 65SUGGESTION FROM FRIENDS AND
RELATIVES
16
ATTRACTIVE DISPLAY 11DOCTORS ADVICE 15BRAND AMBASSADORS 9INGREDIENTS 25
Chart: 11
According to the above analysis it is concluded that Advertisement is the best measure to attract
customers to purchase more. Its impact is much more than other factors. While friends and
relatives and brand ambassadors also play a significant role in this regard.
MEDIA OF ADVERTISEMENT
Table:20
MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS
TELEVISION 82NEWSPAPERS 7BROCHURES 3HOARDING 4DISPLAY 15
Chart:12
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According to the above analysis it is concluded that television emerges as the best media for
advertisement of chocolates that compel consumers to buy. It is much more than other ways as
out of 95 respondents 82 are attracted to by through television media while brochures are the
least attracting media.
FREQUENCY OF CONSUMPTION
Table:21
FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTSONCE IN A FORTNIGHT 16DAILY 17WEEKLY 39MONTHLY 18QUARTERLY 5
Chart:13
According to the above analysis it is concluded that mostly people purchase chocolates weekly.
Only 15 out of 95 purchase chocolates quarterly.
REASONABLE PRICE
Table:22
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PRICE OF CHOCOLATE NUMBER OF RESPONDENTS
BELOW 5 65-10 2310-20 5120-30 4
ABOVE 30 11
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 26SWITCH OVER TO OTHER BRANDS 24GO TO OTHER SHOP FOR SEARCH
OF PREFERED BRAND
45
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.
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REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED
Table:24
SHIFT TO NEW BRAND OF THE
PREFERED PRODUCT
NUMBER OF RESPONDENTS
NO, NOT AT ALL 35MAY CONSIDER 27NO, SHALL NOT 4CANT SAY 29
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.
REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS
All the consumers why they continue to buy the old brand gave various important reasons. The
most important reasons given by the consumers were:
Taste/Flavor
Brand
Image
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Quality
Packaging
LIMITATIONS OF THE 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:
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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-administeredquestionnaires. Hence, the chances of unbiased information are less.
People were hesitant to disclose the true facts.
The chance of biased response cant be eliminated though all necessary steps were taken
to avoid the same.
FINDINGS
CONSUMER RESEARCH:Consumer research deals with consumer and their problems
and solution to the problems. In this I came to know about the consumers need and
expectation levels regarding products and ascertainable levels of consumer satisfaction.
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PRODUCT RESEARCH:Under product research I came to know about the modification
which consumers wants as to the quality, packing, shape, color, and quantity etc of their
favorite chocolate.
PRICING RESEARCH: This includes ability to consume, to pay for the product, how
much a person can spend on his/her favorite chocolate. In this I have tried to find out
consumers price expectations and reactions.
ADVERTISING RESEARCH:Under this I have concluded that whether the
advertisement appeals the consumers or not. This also includes evaluating and selecting
the proper media-mix and measuring advertising effectiveness.
CONCLUSION
A survey of the people has been conducted to know the liking pattern of the two products
Cadbury and Nestle. It is observed that overall people like to eat Cadbury brand rather than
Nestle. It is concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste,
quality and image and due to its hard form. Some people often like to have a chocolate with good
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flavor, quality and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its
taste and crunchiness.
It is thus concluded from the facts collected that mostly people refer to buy big pack of
their favorite chocolate, and sometimes some of them go for small and family pack.
SUGGESTIONS AND RECOMMENDATIONS
Company should concentrate more on television for advertisement, as mostly people get
attracted through television only.
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For promotional offers, company should go for free gifts rather than going for other
ways.
Nestle company should concentrate on its packing as people are least satisfied with it
while Cadbury should concentrate on the shape of a chocolate.
People are unsatisfied with the price and quantity of chocolate so companies should
concentrate in this regard also.
BIBLIOGRAHY
http://www.cadburyindia.com
http://www.nestle.com
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http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
http://www.google.com
http://www.cadbury.co.nz/carnival/index.htm
http://www.packaging-technology.com//cadbury4.html
http://www.chocolatereview.co.uk
http://en.wikipedia.org/wiki/preference
Annexure
QUESTIONNAIRE
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http://www.aphrodite-chocolates.co.uk/history_chocolate.htmhttp://www.google.com/http://www.cadbury.co.nz/carnival/index.htmhttp://www.packaging/http://www.chocolatereview.co.uk/http://en.wikipedia.org/wiki/preferencehttp://www.aphrodite-chocolates.co.uk/history_chocolate.htmhttp://www.google.com/http://www.cadbury.co.nz/carnival/index.htmhttp://www.packaging/http://www.chocolatereview.co.uk/http://en.wikipedia.org/wiki/preference -
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PROJECT REPORT ON CONSUMER PREFERENCETOWARDS NESTLE AND CADBURY
CHOCOLATES
Que1. Do you eat chocolate?
Yes No
Que2. Which brand of chocolate do you prefer?
Cadbury Nestle
Que3. Which sub-brand you have purchased?
Cadbury Nestle
Dairy Milk Kit Kat
5Star Munch
Perk Milky Bar
Celebrations Bar-One
Temptation Milk Chocolate
Que4. Rank the sub-brands of chocolates according to your preference? (1 for most preferred)
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Cadbury Nestle
Dairy Milk Kit Kat
5Star Munch
Perk Milky Bar
Celebrations Bar-One
Temptation Milk Chocolate
Que5. How much importance do you give to the following factors when you purchase achocolate? (Tick in the desired column)
Factors VeryImportant
Important Normal LeastImportant
None
Flavor/taste
Price
Quality
Packaging
FormBrand
Image
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Color
Shape
Quantity
Que6. How much are you satisfied with the following factors in your preferred chocolate? (Tickin the desired column)
Factors VerySatisfied
Satisfied Normal LeastSatisfied
Cant Say
Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
ShapeQuantity
Que7. Which form of a chocolate do you like?
Hard Nutties
Crunchy Chew
Que8. What pack do you purchase?
Small Big Family Pack
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Que9. Which promotional offers attract you most?
Free gifts Price Offer Any other
Que10.Which of these factors affect your purchase?
Advertisement
Suggestion from friends and relatives
Attractive Display
Doctors Advice
Brand Ambassadors
Ingredients
Que11. Which media of advertisement influence your purchase?
Television Newspapers Brochures
Hoarding Display
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Que12. How frequently do you purchase chocolates?
Once in a fortnight Daily
Weekly Monthly
Quarterly
Que13. What according to you is the reasonable price of chocolate?
Below5 5-10 10-20
20.30 Above 30
Que14. If your preferred brand is not available for repeat purchase then what will you do?
Postpone your purchase
Switch over to other brand
Go to the other shop to search for your preferred brand
Que15. If another brand of the same product appears in the market, will you prefer to stopbuying this brand and buy the new brand?
No, not at all I may consider
No, I shall not cant say
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Que16. If you dont like to change to the new brand, then what are the reasons for continuing to
purchase the old brand?
PERSONAL DETAILS
Name:
Address:
Age:
Between 0-10 Between10-20
Between 20-30 Above 30
Gender:
Phone Number:
Marital status:
Education:
Profession:
THANKS
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