STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES PROJECT REPORT SUBMITTED TO RIMT-IMCT, IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATIONGUIDE: SUBMITTED BY:Ms. MANJARI JASDEEP SINGH KANDHARI ENROLMENT No.632222356RIMT-INSTITUTE OF MANAGEMENT ANDCOMPUTER TECHNOLOGY,MANDI GOBINDGARH
DECLARATIONHereby declare that the project report entitled “STUDY OF CONSUMERPREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES” submitted forthe degree of Master of Business Administration, is my original work and the projectreport 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 orinstitution for the award of any degree or diploma.Place:Date: Jasdeep Singh MBA-IV Sem
CERTIFICATEThis is to certify that Mr.JASDEEP SINGH of MBA fourth semester of RIMT, MandiGobindgarh has completed her project report on the topic of “STUDY OF CONSUMERPREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES” under thesupervision of Ms.MANJARI faculty member of RIMT-IMCT.To best of my knowledge the report is original and has not been copied or submittedanywhere else. It is an independent work done by himMs.ManjariRIMT-IMCTMandi Gobindgarh
ACKNOWLEDGEMENTSurvey is an excellent tool for learning and exploration. No classroom routine cansubstitute which is possible while working in real situations. Application of theoreticalknowledge to practical situations is the bonanzas of this survey.Without a proper combination of inspection and perspiration, it’s not easy to achieveanything. There is always a sense of gratitude, which we express to others for the helpand the needy services they render during the different phases of our lives. I too wouldlike to do it as I really wish to express my gratitude toward all those who have beenhelpful to me directly or indirectly during the development of this project.First of all I wish to express my profound gratitude and sincere thanks to my esteemedlearned Director Dr. B.S. Bhatia, Director RIMT, Mandi Gobindgarh, who allowedme to conduct the survey.I would like to thank my professor Ms. Manjari who was always there to help and guideme when I needed help. His perceptive criticism kept me working to make this projectmore full proof. I am thankful to him for his encouraging and valuable support. Workingunder him was an extremely knowledgeable and enriching experience for me. I am verythankful 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 whosesupport helps me in all the way. Above all I shall thank my friends who constantlyencouraged and blessed me so as to enable me to do this work successfully. Jasdeep Singh MBA
TABLE OF CONTENTSCHAPTER CHAPTER NAME CONTENTS PAGENUMBER NUMBER I INTRODUCTION TO THE INTRODUCTION 2 STUDY CONSUMER PREFERENCE 3 SCOPE OF THE STUDY 4 OBJECTIVES OF THE 5 STUDY LIMITATIONS OF THE 6 STUDY II INTRODUCTION OF HISTORY OF CHOCOLATE 10 CHOCOLATE AND COMPANY’S PROFILE CHOCOLATE 15 PRODUCTION CONSUMTION OF 19 CHOCOLATE IN INDIA NESTLE’S PROFILE 20 CADBURY’S PROFILE 25 III RESEARCH & DESIGN BASIS OF RESEARCH AND 33 METHODOLOGY DESIGN IV FINDINGS & ANALYSIS ANALYSIS OF DATA 36 FINDINGS 61 CONCLUSION 62 SUGGESTIONS AND 63 RECOMENDETATIONS V BIBLIOGRAPHY 65 VI ANNEXURE 67 LIST OF TABLES TABLE TITLE PAGE NUMBER NUMBER 1 LIKING FOR THE CHOCOLATES 36
2 DIFFERENT AGE GROUPS 37 3 PREFERENCE ACCORDING TO AGE GROUPS 38 4 BRAND PREFERENCE 39 5 PURCHASE OF CADBURY CHOCOLATES 40 6 PURCHASE OF NESTLE CHOCOLATES 41 7 OVERALL PURCHASE OF CHOCOLATES 42 8 PREFERENCE OF SUBRANDS OF CADBURY 43 CHOCOLATES 9 PREFERENCE OF SUB-BRANDS OF NESTLE 44 CHOCOLATES 10 INFLUENCING FACTORS DURING PURCHASE 45 11 INFLUENCING FACTORS DURING PURCHASE OF 46 CADBURY CHOCOLATES 12 INFLUENCING FACTORS DURING PURCHASE OF 47 NESTLE CHOCOLATES 13 FACTORS GIVING MOST SATISFACTION TO 48 CONSUMERS 14 FACTORS GIVING MOST SATISFACTION TO 49 CONSUMERS IN CADBURY CHOCOLATE 15 FACTORS GIVING MOST SATISFACTION TO 50 CONSUMERS IN NESTLE CHOCOLATE 16 FORM PREFERENCE 51 17 PACK OF CHOCOLATES PREFERED 52 18 PROMOTIONAL OFFERS 53 19 FACTORS AFFECTING PURCHASE 54TABLE TITLE PAGENUMBER NUMBER 20 MEDIA OF ADVERTISEMENT 55 21 FREQUENCY OF CONSUMPTION 56 22 REASONABLE PRICE 57 23 CONSUMER’S BRAND LOYALTY 58 24 REACTION OF CONSUMERS IF NEW BRAND IS 59 INTRODUCED
LIST OF GRAPHSTABLE TITLE PAGENUMBER NUMBER 1 LIKING FOR THE CHOCOLATES 36 2 DIFFERENT AGE GROUPS 37 3 PREFERENCE ACCORDING TO AGE GROUPS 38 4 BRAND PREFERENCE 39 5 PURCHASE OF CADBURY CHOCOLATES 40 6 PURCHASE OF NESTLE CHOCOLATES 41 7 OVERALL PURCHASE OF CHOCOLATES 42 8 FORM PREFERENCE 51 9 PACK OF CHOCOLATES PREFERED 52 10 PROMOTIONAL OFFERS 53 11 FACTORS AFFECTING PURCHASE 54 12 MEDIA OF ADVERTISEMENT 55 13 FREQUENCY OF CONSUMPTION 56 14 REASONABLE PRICE 57
15 CONSUMER’S BRAND LOYALTY 5816 REACTION OF CONSUMERS IF NEW BRAND IS 59 INTRODUCED
INTRODUCTIONIn this research I have survey the product performance and buying behavior of twofamous brands of chocolates – Nestle and Cadbury, which are consumed by people of allages. During this research I have interacted with people of “Ambala”. After this researchI 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 knowwhich 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 theyconsume, whether they buy small, big or family pack. Trend of ongoing changes in theirlikings has been shown in the report. In this report I have tried to explain the entireresearch and facts product wise.
CONSUMER PREFERENCEAll marketing starts with the consumer. So consumer is a very important person to amarketer. 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 successfulmarketer, he must know the liking or disliking of the customers. He must also know thetime and the quantity of goods and services, a consumer may purchase, so that he maystore the goods or provide the services according to the likings of the consumers. Goneare the days when the concept of market was let the buyer’s beware or when the marketwas mainly the seller’s market. Now the whole concept of consumer’s sovereigntyprevails. The manufacturers produce and the sellers sell whatever the consumer likes. Inthis sense, “consumer is the supreme in the market”.As consumers, we play a very vital role in the health of the economy local, national orinternational. The decision we make concerning our consumption behavior affect thedemand for the basic raw materials, for the transportation, for the banking, for theproduction; they effect the employment of workers and deployment of resources andsuccess 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. Itassumes a real or imagined "choice" between alternatives and the possibility of rankordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment,utility they provide. More generally, it can be seen as a source of motivation. In cognitivesciences, individual preferences enable choice of objectives/goals.The study of the consumer preference not only focuses on how and why consumers makebuying decision, but also focuses on how and why consumers make choice of the goodsthey buy and their evaluation of these goods after use. So for success of any company orproduct promotion it is very necessary to depart its concentration towards consumerpreference. SCOPE OF THE STUDYAs learning is a human activity and is as natural, as breathing. Despite of the fact thatlearning is all pervasive in our lives, psychologists do not agree on how learning takesplace. How individuals learn is a matter of interest to marketers. They want to teachconsumers in their roles as their roles as consumers. They want consumers to learn abouttheir products, product attributes, potential consumers benefit, how to use, maintain oreven dispose of the product and new ways of behaving that will satisfy not only theconsumer’s needs, but the marketer’s objectives.The scope of my study restricts itself to the analysis of consumer preferences, perceptionand consumption of Cadbury and Nestle Chocolates. There are many other brands ofchocolates available but my study is limited to two major players of chocolates leavingbehind the others. The scope of my study is also restricts itself to Ambala region only.
OBJECTIVES OF THE STUDYThis project is based on the comparative study consumer behavior towards Nestle andCadbury 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.
LIMITATIONS OF THE STUDYIn attempt to make this project authentic and reliable, every possible aspect of the topicwas kept in mind. Nevertheless, despite of fact constraints were at play during theformulation 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.
Chocolate The very word makes your mouth water.Chocolate is more than just a food: it’s a state of mind.
Chocolates Chocolates! Chocolates! Every body has a liking for them, be they in the form of bar Or a tiny little gem, Or shaped like a rectangle, Or a sphere, a brick or an éclair. For chocolate lovers it is fun, To have them during rain, breeze or sun. They are white and brown in color, And taste sweet and bitterSome have them in a glass of cold coffee, or in the form of a toffee. Some eat them when they are sad Some relish them when they are happy or have sweet dreams, But I feel, to have chocolates We don’t need a reason, ‘Cause we can have it Anytime, any season!
History of chocolate:The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations inCentral America, who first enjoyed “chocolati” a much-prized spicy drink made fromroasted cocoa beans.Throughout its history, whether as cocoa or drinking chocolate beverage or confectionarytreat, 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 theaztecs: the drink was described as “ finely ground, soft, foamy, reddish, bitter with chilliwater, aromatic flowers, vanilla and wild bee honey.The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtainsupplies of cocoa beans from “ tribute” or tradeDon CortesThe Spanish invaded Mexico in the 16th century, by this time the Aztecs had created apowerful empire, and the Spanish armies conquered Mexico. Don Cortes was madecaptain general and governor of Mexico. When he returned to Spain in1528 he loaded his galleons with cocoa beans andequipment for making the chocolate drink. Soon “chocolate” became a fashionable drinkenjoyed by the rich in Spain.Chocolate across EuropeAn Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. Hehad visited Central America and seen how the Indians prepared the cocoa beans and howthey made the drink, and by 1606 chocolate was well established in Italy.
Drinking chocolateThe secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 ofSpain married king Louis 13 of FranceThe French court enthusiastically adopted this new exotic drink, which was consideredto have medicinal benefits as well as being a nourishing food. Gradually the custom ofdrinking chocolate spread across Europe, reaching England in the 1650’sFirst chocolate for eatingUp until this point all chocolate recipes were based on plain chocolate. It was an Englishdoctor, sir Hans’s sloane, who- after traveling in south America- focused on cocoa andfood 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 centralAmerica rain forests, where the tropical mix of high rain fall combined with high yearround temperatures and humidity provide the ideal climate for cultivation of the plantfrom which chocolate is derived, the cacao tree.“ Chocolate is made from the cocoa bean, found in pods growing from the trunk andlower branches of the cacao tree, Latin name “ theobroma cacao” meaning “ food of thegods”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 thecacao tree with maize and capsicum peppers and letting the mixture ferment. This drinkwas reserved for use in ceremonies as well as for drinking by the wealthy and religiouselite; they also ate cacao porridge.The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from the rawbeans, which again featured prominently in ritual and as a luxury available only to thevery 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 Englishfurther changed this to chocolate.The Aztec’s regarded chocolate as an aphrodisiac and their emperor, Montezumareputedly drank it fifty times a day from a golden goblet and is quoted as saying ofxocolatl: “ the divine drink, which builds up resistance and fights fatigue. A cup of thisprecious 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 byCortez, by this time the conquistadors had learned to make the drink more palatable toEuropean tastes by mixing the ground roasted beans with sugar and vanilla ( a practicestill 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 broughtback from the new world by the Spanish treasure fleets were roasted and ground, and bythe early 17th century chocolate powder – from which the European version of the drinkwas made- was being exported to other parts of Europe. The Spanish kept the source ofthe drink- the beans- a secret for many years, so successfully in fact, that when Englishbuccaneers boarded what they thought was a Spanish “ treasurer galleon” in 1579, only tofind it loaded with what appeared to be “ dried sheep’s droppings, they burned the wholeship in frustration. If only they had known, chocolate was so expensive at that time, thatit 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 hadbecome popular throughout Europe, in the Spanish Netherlands, Italy, France, Germanyand – in about 1520 – it arrived in England.The first chocolate house in England opened in London in 1657 followed rapidly bymany others. Like the already well established coffee houses, they were used as clubswhere 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’sEvent’s went full circle when English colonists carried chocolate (and coffee) with themto England’s colonies in north America. Destined to become the united states of Americaand Canada, they are now the worlds largest consumers – by far – of both chocolate andcoffee, consuming over half of the words total production of chocolate alone.The QuakersThe Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans ofEnglish civil war and pilgrim fathers fame and a history of chocolate would not becomplete without mentioning their part in it. Some of the most famous names inchocolate were Quakers, who for centuries held a virtual monopoly of chocolate makingin 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 Charles1st that the Quaker’s who evolved from the puritans, first began their historic associationwith chocolate. Because of their pacifist religion, they were prohibited from many normalbusiness activities, so as an industrious people with a strong belief in the work ethic (likethe 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 wouldbe a natural progression for them to start making pure chocolate. They were also heavilyinvolved 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 havenow all but disappeared (taken over by Cadbury) and row tree have merged Swisscompany nestle, to form the largest chocolate manufacturer in the world. Cadbury havestayed with chocolate production and are now, if not quite the largest, probably one of thebest-known chocolate makers in the world.
Chocolate as we know itThe first mention of chocolate being eaten in solid form is when bakers in England beganadding cocoa powder to cakes in the mid 1600’s. Then in 1828 a Dutch chemist, Johannesvan houten, invented a method of extracting the bitter tasting fat or “cocoa butter” fromthe 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 houtenprocess) 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 firstmilk chocolate.
CHOCOLATE PRODUCTIONThe cocoa-bean -- the heart of the sweetest delicacy in the world -- isbitter! This is why, up to the 18th century some native tribes ate only thesweetish flesh of the cocoa fruit. They regarded the precious bean aswaste or used it, as was the case among the Aztecs, as a form of currency.TheVarietiesThere are two quite different basic classifications of cocoa, under whichpractically all varieties can be categorised: Criollo and Forastero cocoas.The pure variety of the Criollo tree is found mainly in its native Equadorand 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 productionof high-quality chocolate and for blending. However, Criollo cocoa accounts for only10% of the world crop. The remaining 90% is harvested from trees of the Forasterofamily, with its many hybrids and varieties. The main growing area is West Africa. Thecocoa tree can flourish only in the hottest regions of the world.TheHarvestImmediately after harvesting, the fruit is treated to prevent it from rotting.At fermentation sites either in the plantation or at, collecting points, thefruit is opened.FermentationThe fermentation process is decisive in the production of high quality raw cocoa. Thetechnique varies depending on the growing region.DryingAfter 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 groundor 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.RoastingThe subsequent roasting process is primarily designed to develop the aroma. The entireroasting process, during which the air in the nearly 10 feet high furnaces reaches atemperature of 130 °C, is carried out automatically.CrushingandshellingThe roasted beans are now broken into medium sized pieces in the crushing machine.BlendingBefore grinding, the crushed beans are weighed and blended according to special recipes.The secret of every chocolate factory lies in the special mixing ratios, which it hasdeveloped for different types of cocoa.GrindingThe crushed cocoa beans, which are still fairly coarse are now pre-ground by specialmilling equipment and then fed on to rollers where they are ground into a fine paste. Theheat 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, liquidmixture.This is dark brown in color with a characteristic, strong odour. During cooling itgradually sets: this is the cocoa paste.
At this point the production process divides into two paths, but which soon join again. Apart of the cocoa paste is taken to large presses, which extract the cocoa butter. The otherpart passes through various blending and refining processes, during which some of thecocoa butter is added to it. The two paths have rejoined.CocoaButterThe cocoa butter has important functions. It not only forms part of everyrecipe, but it also later gives the chocolate its fine structure, beautifullustre and delicate, attractive glaze.Cocoa PowderAfter the cocoa butter has left the press; cocoa cakes are left which still contain a 10 to20% proportion of fat depending on the intensity of compression.These cakes are crushed again, ground to powder and finely sifted inseveral stages and we obtain a dark, strongly aromatic powder, which isexcellent for the preparation of delicious drinks - cocoa. Cocoa paste,cocoa butter, sugar and milk are the four basic ingredients for makingchocolate. By blending them in accordance with specific recipes the three types ofchocolate are obtained which form the basis of ever product assortment, namely:KneadingIn the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered orcondensed milk, sugar and flavouring - maybe vanilla - go into the mixer, where they arepulverized and kneaded.RollingDepending on the design of the rolling mills, three or five verticallymounted steel rollers rotate in opposite directions. Under heavy pressurethey pulverise the tiny particles of cocoa and sugar down to a size ofapprox. 30 microns. (One micron is a thousandth part of a millimetre.)
Conching But still the chocolate paste is not smooth enough to satisfy our palates. But within two or three days all that will have been put right. For during this period the chocolate paste will be refined to such an extent in the conches that it will flatter even the most discriminating palate.Conches (from the Spanish word "concha", meaning a shell) is the name given to thetroughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to80 °C and, while being constantly stirred, is given a velvet smoothness by the addition ofcertain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste thentakes place in the conches: its bitter taste gradually disappears and the flavor is fullydeveloped. 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 INDIAChocolate consumption in India is extremely low. Per capita consumption is around 160gms in the urban areas, compared to 8-10kg in the developed countries. In rural areas, itis even lower. Chocolates in India are consumed as indulgence and not as a snack food. Astrong volume growth was witnessed in the early 90’s when Cadbury repositionedchocolates from children to adult consumption. The biggest opportunity is likely to stemfrom increasing the consumer base. Leading players like Cadbury and Nestle have beenattempting to do this by value for money offerings, which are affordable to the masses.
NESTLE’Nestle IndiaNestle’ India is a subsidiary of Nestle’ S.A. of Switzerland. The company insists onhonesty, integrity and fairness in all aspects of its business and expects the same in itsrelationships.Nestle India- Presence Across IndiaBeginning with its first investment in Moga in 1961, Nestlé’s regular and substantialinvestments established that it was here to stay. In 1967, Nestlé set up its next factory atCholadi (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 atPonda and Bicholim respectively. Nestlé India is now putting up the 7th factory at PantNagar in Uttaranchal.
Nestle’ StoryNestlé was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and itsfirst product was “Farine Lactée Nestlé”, an infant cereal specially formulated by HenriNestlé to provide and improve infant nutrition. From its first historic merger with theAnglo-Swiss Condensed Milk Company in 1905, Nestlé has grown to become theworld’s largest and most diversified food Company, and is about twice the size of itsnearest competitor in the food and beverage sector. Nestlé’s trademark of birds in a nest, derived from Henri Nestlé’s personal coatof arms, evokes the values upon which he founded his Company. Namely, the values ofsecurity, maternity and affection, nature and nourishment, family and tradition. Today, itis not only the central element of Nestlé’s corporate identity but serves to define theCompany’s products, responsibilities, business practices, ethics and goals. In 2004, Nestlé had around 247,000 employees worldwide, operated 500factories in approx. 100 countries and offered over 8,000 products to millions ofconsumers universally. The Company’s transparent business practices, pioneeringenvironment policy and respect for the fundamental values of different cultures haveearned it an enviable place in the countries it operates in. Nestlé’s activities contribute toand 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 peoplethroughout their lives, throughout the world.Nestle’ Brands Milk Products & Nutrition Beverages Prepared Dishes and Cooking Aids Chocolates & Confectionary
MILK PRODUCTS AND NUTRITION:NESTLÉ EVERYDAY Dairy WhitenerNESTLÉ EVERYDAY SlimNESTLÉ EVERYDAY GheeNESTLÉ MILKMAID NESTLÉ Fresh n Natural Dahi NESTLÉ Fresh n Natural Slim Dahi NESTLÉ Jeera Raita NESTLÉ MILKMAID Fruit yoghurt NESTLÉ Milk NESTLÉ Slim MilkBEVERAGES: NESCAFÉ CLASSIC NESCAFÉ SUNRISE NESTLÉ MILO NESCAFÉ 3 in 1 NESCAFÉ KoolerzPREPARED 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- SanjeevniMAGGI MAGIC CubesCHOCOLATES & CONFECTIONARY NESTLÉ KIT KAT NESTLÉ KIT KAT LITE NESTLÉ MUNCH NESTLÉ MUNCH POP CHOC NESTLÉ MILKYBAR NESTLÉ MILKYBAR CHOO NESTLÉ BAR-ONE NESTLÉ FUNBAR NESTLÉ Milk Chocolate POLO POLO Powermint NESTLÉ EclairsNESTLEKITKAT are crisp wafer fingers covered with choco layer. NESTLÉ KIT KAT has a unique finger format witha ‘breaking ritual attached to it. NESTLÉ KIT KAT is one of the most successful brands in the world and everyyear over 12 billion NESTLÉ KIT KAT fingers are consumed around the globe.
NESTLE MUNCHNESTLÉ MUNCH is wafer layer covered with delicious choco layer. NESTLÉ MUNCHis so crisp, light and irresistible that you just ‘cant stop Munching. NESTLÉ MUNCH isthe largest selling SKU in the category!NESTLE MILKY BAR:NESTLÉ MILKYBAR is a delicious milky treat, which kids love. Relaunched in January2006 with a Calcium Rich recipe, NESTLÉ MILKYBAR is a favorite with parents totreat their kids with.NESTLE BAR-ONEis a luscious nougat and caramel with delicious choco layer. NESTLÉ BAR-ONEconstantly reminds you that it is ‘Time for Action.NESTLE Milk Chocolate:NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it!
CADBURYHow Cadbury Chocolate is made John CadburyMilk chocolate for eating was first made by Cadbury in 1897 by adding milk powderJohn paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By todaysstandards this chocolate was not particularly good: it was coarse and dry and not sweet ormilky enough for public tastes.There was a great deal of competition from continental manufacturers, not only theFrench,but also the Swiss, renowned for their milk chocolate.Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. Aconsiderable amount of time and money was spent on research and on new plant designedto produce the chocolate in larger quantities.A recipe was formulated incorporating fresh milk, and production processes weredeveloped to produce a milk chocolate not merely as good as, but better than theimported milk chocolate. Four years of hard work were invested in the project and in 1905 what was to be Cadburys top selling brand was launched. Three names were considered: Jersey, Highland Milk and Dairy Maid.Dairy Maid became Dairy Milk, and Cadburys Dairy Milk, with its unique flavour andsmooth creamy texture, was ready to challenge the Swiss domination of the milkchocolate market.
By 1913 Dairy Milk had become the companys best selling line and in the mid twentiesCadburys Dairy Milk gained its status as the brand leader, a position it has held eversince.COMPANY OVERVIEW OF CADBURY INDIACadbury began its operations in 1948 by importing chocolates and then re-packing thembefore distribution in the Indian market. After 59 years of existence, it today has fivecompany-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, MilkFood Drinks and in the Candy category.In the Chocolate Confectionery business, Cadbury has maintained its undisputedleadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk,Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highestCadbury brand share in the world! Their flagship brand Cadbury Dairy Milk isconsidered the "gold standard" for chocolates in India. The pure taste of CDM defines thechocolate taste for the Indian consumer.
In the Milk Food drinks segment their main product is Bournvita - the leading MaltedFood Drink (MFD) in the country. Similarly in the medicated candy category Halls is theundisputed leader.The Cadbury India Brand Strategy has received consistent support through simple butimaginative extensions to product categories and distribution. A good example of this isthe development of Bytes. Crispy wafers filled with coca cream in the form of a baggedsnack, Bytes is positioned as "The new concept of sweet snacking". It delivers the taste ofchocolate in the form of a light snack, and thus heralds the entry of Cadbury India intothe growing bagged Snack Market, which has been dominated until now by SaltedBagged 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 undertakecocoa research and released clones, hybrids that improve the cocoa yield.Today, Cadbury is poised in its leap towards quantum growth and new categories ofbusiness, namely gums, mints, snacking and gifting. It is a part of the CadburySchweppes Group, worlds No.1 Confectionery Company.CADBURY WORLD WIDECadbury is the worlds largest confectionery company and have astrong 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 aroundthe 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 andchocolate.These two great household names merged in 1969 to form Cadbury Schweppesplc. Since then they have expanded their business throughout the world by aprogramme of organic and acquisition led growth.Concentrating on their core brands in beverages and confectionery since the1980s, they have strengthened their portfolio through almost fifty acquisitions,including brand icons such as Motts, 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- Worlds No 2 Gums company- Worlds No 3 beverage companyCadbury Brands: Chocolates Snacks Beverages CandySNACKS:BytesBEVERAGESBournvitaCANDYHalls
CHOCOLATESDairy Milk5 StarPerkCelebrationsTemptationEclairsGemsDAIRY MILKThe story ofCadbury DairyMilk started wayback in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in1948.The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste ofCadbury Dairy Milk with a variety of ingredients and are very popular amongst teens &adults.Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie,chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, adelightful combination of milk chocolate and white chocolate. Giving consumers anexciting 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 STARthe second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Starmoves from strength to strength every year by increasing its user base.Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougatinside, Cadbury 5 Star has re-invented itself over the years to keep satisfying theconsumers taste for a high quality & different chocolate eating experience.One of the key properties that Cadbury 5 Star was associated with was its classic Goldcolour. And through the passage of time, this was one property that both, the brand andthe 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 nowavailable with a dash of rice crispies.PERKCadbury launched Perk in 1996. With its light chocolate and wafer construct, CadburyPerk 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, CadburyPerk unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose ofReal Cadbury Dairy Milk and an improved wafer, Perk became even more irresistibleCELEBRATIONSCadbury Celebrations was aimed at replacing traditional gifting options like Mithai anddry- fruits during festive seasons.Cadbury Celebrations is available in several assortments: An assortment of chocolateslike 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadburydairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nutbutterscotch and caramels.The super premium Celebrations Rich Dry Fruit Collection which is a festive offering isan exotic range of chocolate covered dry fruits and nuts in various flavours and thepremium dark chocolate range which is exotic dark chocolate in luscious flavours.TEMPTATION
Cadbury Temptations is a range of delicious premium chocolate in fiveflavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, BlackForest and Old Jamaica.
RESEARCH METHODOLOGYThis chapter describes the methodology of the study. This project is based on informationcollected from primary sources. After the detailed study, an attempt has been made topresent comprehensive analysis of consumption of Cadbury and nestle chocolatesconsumed by the people. The data had been used to cover various aspects likeconsumption, consumer’s preference and customer’s satisfaction regarding Cadbury andNestle chocolates. In collecting requisite data and information regarding the topicselected, I went to the residents of Ludhiana and collected the data.Survey design:The study is a cross sectional study because the data were collected at a single point oftime. For the purpose of present study a related sample of population was selected on thebasis of convenience.Sample Size and Design:A sample of 100 people was taken on the basis of convenience. The actual consumerswere contacted on the basis of random sampling.Research Period: Research work is only carried for 2 or 3 weeks.Research Instrument:This work is carried out through self-administered questionnaires. The questions includedwere 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.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.
LIKING FOR THE CHOCOLATESTable:1Liking for the Chocolate Yes NoNumber of Respondents 95 5 Liking For the Chocolate 95 100 Numbe r of Pe rsons 80 60 Yes 40 No 20 5 0 Response 1 Chart:1From the above analysis of the given sample of 100 respondents it is concluded that outof 100 people 95 people likes to eat chocolate while only 5 people don’t prefer to eatchocolate. DIFFERENT AGE GROUPS
Table:2 AGE GROUPS 0-10 10-20 20-30 ABOVE 30 NUMBER OF 14 42 33 11 RESPONDENTS RESPONDENTS AGE GROUPS 50 42 NUMBER OF 40 33 30 0-10 20 14 11 10 to 20 10 0 20 to 30 1 Above 30 AGE GROUPS Chart:2According to the above analysis it is concluded that I have surveyed 100 respondents outof 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 GROUPSBRANDS 0-10 10-20 20-30 ABOVE 30CADBURY 7 35 24 5NESTLE 5 6 8 5NO CONSUMTION 2 1 1 1 PREFERENCE ACCORDING TO AGE GROUPS NUMBER OF CONSUMERS 45 40 1 6 35 1 30 8 NONE 25 NESTLE 20 35 CADBURY 15 2 24 1 10 5 5 5 7 5 0 0-10 10 to 20 to Above 20 30 30 AGE GROUPS Chart:3According to the above analysis it is concluded that people of different age groups prefermostly Cadbury brand of chocolate while Nestle brand is least preferred by the age groupbetween 10-20. People of age group above 30 equally likes to have both brands. BRAND PREFERENCE
Table:4BRANDS PREFERENCE BY CONSUMERSCADBURY 73NESTLE 22 Brand Preference 80 73 No. of Persons 60 Cadbury 40 22 Nestle 20 0 1 Chocolate Brands Chart:4From the above analysis of given sample of 93 respondents who eat chocolates it isconcluded that only 22 people prefer to eat Nestle chocolates while 73 people likes to eatCadbury chocolates. PURCHASE OF CHOCOLATES
PURCHASE OF CADBURY CHOCOLATESTable:5 CADBURY CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTSDAIRY MILK 695 STAR 64PERK 61CELEBRATIONS 49TEMPTATIONS 41 Cadbury chocolates Purchased By People 80 69 Number of Persons 64 61 60 49 41 40 20 0 1 Sub-brands of Cadbury Chocolate Dairy Milk 5 Star Perk Celebrations Temptation Chart:5From the above analysis of given sample of 73 respondents who eat Cadbury chocolatesit is concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury whileTemptation is least purchased by the people. PURCHASE OF NESTLE CHOCOLATESTable:6 NESTLE CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTSKIT KAT 17MUNCH 19MILKY BAR 18BAR- ONE 16MILK CHOCOLATE 11 Nestle chocolates Purchased by People 20 19 18 18 17 16 15 Number of Persons 14 12 11 10 8 6 4 2 0 Sub-brands of Nestle Chocolates Kit Kat Munch Milky Bar Bar-One Milk Chocolate Chart:6From the above analysis of given sample of 22 respondents who eat Nestle chocolates itis concluded that mostly all sub-brands are purchased by people but top most is Munchfollowed by Milky Bar and Kit Kat. While surveying we have found that many people arenot aware of Milk Chocolate. OVERALL PURCHASE OF CHOCOLATESTable:7 OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATESSUB-BRANDS PERCENTAGE OF PURCHASEDAIRY MILK 135 STAR 12
PERK 11CELEBRATIONS 9TEMPTATIONS 7KIT KAT 10MUNCH 11MILKY BAR 11BAR ONE 9MILK CHOCOLATE 7 Sub-brands of Chocolates purchased By People Dairy Milk 5 Star Perk 7% 13% 9% Celebrations 12% Temptation 11% Kit Kat 11% Munch 11% Milky Bar 10% 9% 7% Bar-One Milk Chocolate Chart:7From the above analysis it is concluded that overall Dairy Milk is purchased by peoplefollowed by 5 Star while Temptation and Milk Chocolate is least purchased by people. PREFERENCE OF SUBRANDS OF CHOCOLATES PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATESTable: 8 CADBURY CHOCOLATES SUB- BRANDS GRAND TOTAL AVERAGE RANKS OF (GRAND TOTAL / No. PREFERENCE OF RESPONDANTS)DAIRY MILK 315 4.3 15 STAR 220 3 2PERK 176 2.4 3
CELEBRATIONS 136 1.86 4TEMPTATION 91 1.24 5According to the above analysis it is concluded that in Cadbury Brand, Dairy milk is themost preferred sub-brand as it is ranked first by the respondents. While Temptation is theleast preferred sub-brand of Cadbury chocolates. PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATESTable:9 NESTLE CHOCOLATES SUB- BRANDS GRAND AVERAGE RANKS TOTAL OF (GRAND TOTAL / No. OF PREFERENCE RESPONDANTS)KIT KAT 70 3.18 1MUNCH 64 2.9 3MILKY BAR 65 2.95 2BAR-ONE 45 2.05 4MILK 30 1.36 5CHOCOLATE
According to the above analysis it is concluded that in Nestle Brand, Munch is the mostpreferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is theleast preferred sub-brand of Cadbury chocolates. INFLUENCING FACTORS DURING PURCHASE OVERALL INFLUENCETable :10FACTORS GRAND TOTAL AVERAGE RANKFLAVOR/TASTE 435 4.58 1PRICE 295 3.1 9QUALITY 391 4.12 2PACKAGING 344 3.62 4FORM 301 3.17 7BRAND 354 3.73 3IMAGE 344 3.62 4COLOR 297 3.13 8SHAPE 268 2.82 10QUANTITY 342 3.6 6
According to the above analysis it is concluded that on an average mostly people areinfluenced by flavor/taste followed by quality, brand and image. It is surprised to knowthat very few people are influenced by price followed by shape of the chocolate. INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATESTable:11FACTORS GRAND TOTAL AVERAGE RANKFLAVOR/TASTE 335 4.6 1PRICE 235 3.2 7QUALITY 307 4.2 2PACKAGING 277 3.79 3FORM 231 3.16 8BRAND 271 3.71 4IMAGE 262 3.59 5COLOR 224 3.07 9SHAPE 213 2.92 10QUANTITY 262 3.59 5According to the above analysis it is concluded that on an average mostly people areinfluenced by flavor/taste followed by quality, packaging and brand. Here color andshape are not all influencing people while purchasing Cadbury chocolates.
INFLUENCING FACTORS DURING PURCHASE OF NESTLE CHOCOLATESTable:12FACTORS GRAND TOTAL AVERAGE RANKFLAVOR/TASTE 100 4.5 1PRICE 60 2.72 5QUALITY 84 3.82 2PACKAGING 67 3.04 9FORM 70 3.18 8BRAND 83 3.77 3IMAGE 82 3.73 4COLOR 73 3.32 7SHAPE 55 2.5 10QUANTITY 80 3.64 6According to the above analysis it is concluded that on an average mostly people areinfluenced by flavor/taste followed by quality, brand and image. Here packaging andshape are not all influencing people while purchasing Nestle chocolates.
FACTORS GIVING MOST SATISFACTION TO CONSUMERS OVERALLTable:13FACTORS GRAND TOTAL AVERAGE RANKFLAVOR/TASTE 427 4.81 1PRICE 337 3.6 4QUALITY 367 3.86 2PACKAGING 338 3.56 5FORM 332 3.49 7BRAND 358 3.77 3IMAGE 328 3.45 9COLOR 332 3.49 7SHAPE 335 3.52 6QUANTITY 328 3.45 9According to the above analysis it is concluded that on an average people are mostsatisfied with the flavor/taste of a chocolate followed by quality and brand. It issurprising to know that although people are satisfied with quality but unsatisfied with thequantity.
IN CADBURY CHOCOLATETable:14FACTORS GRAND TOTAL AVERAGE RANKFLAVOR/TASTE 334 4.6 1PRICE 269 3.68 5QUALITY 282 3.86 2PACKAGING 272 3.73 4FORM 264 3.62 6BRAND 282 3.86 2IMAGE 247 3.38 10COLOR 259 3.55 7SHAPE 258 3.53 8QUANTITY 255 3.49 9According to the above analysis it is concluded that on an average people are mostsatisfied with the flavor/taste of a chocolate followed by quality and brand. It issurprising to know that although people are satisfied with quality but unsatisfied with thequantity and image.
IN NESTLE CHOCOLATETable:15FACTORS GRAND TOTAL AVERAGE RANKFLAVOR/TASTE 93 4.2 1PRICE 68 3.09 8QUALITY 85 3.86 2PACKAGING 66 3 10FORM 68 3.09 8BRAND 76 3.45 5IMAGE 81 3.68 3COLOR 73 3.32 6SHAPE 77 3.5 4QUANTITY 73 3.32 6According to the above analysis it is concluded that on an average people are mostsatisfied with the flavor/taste of a chocolate followed by quality and image. It issurprising to know that although people are satisfied with quality but unsatisfied with theform and packaging. FORM PREFERENCE
Table:16 FORM OF CHOCOLATE NUMBER OF RESONDENTS HARD 33 NUTTIES 25 CRUNCHY 29 CHEW 20 Form of a Chocolate Prefered by People 40 33 29 HARD Consumers Number of 30 25 20 NUTTIES 20 CRUNCHY 10 CHEW 0 1 Forms Chart:8According to the above analysis it is concluded that most of the people likes to eat hardchocolate and chew form of a chocolate is least preferred. PACK OF CHOCOLATES PREFEREDTable:17PACK SIZE NUMBER OF RESPONDENTS
SMALL 28BIG 48FAMILY PACK 19 Pack of Chocolate Prefered 60 48 50 Consumers Number of 40 SMALL 28 30 BIG 19 20 FAMILY PACK 10 0 1 Pack Chart:9According to the above analysis it is concluded that out of sample of 95 people who eatchocolates likes to buy big pack. Family pack is mostly preferred by aged people only. PROMOTIONAL OFFERSTable:18PROMOTIONAL OFFERS NUMBER OF RESPONDENTSFREE GIFTS 52
PRICE OFFER 23ANY OTHER 20 Effect of Promotional Offers while Purchase Number of Consumers 60 52 50 40 FREE GIFTS 30 23 PRICE OFFER 20 20 ANY OTHER 10 0 Promotional Offers 1 Chart: 10According to the above analysis it is concluded that out of sample of 95 people who eatchocolate 52 are attracted by free gifts, 23 by price offers while 20 were attracted bysome other reasons. FACTORS AFFECTING PURCHASETable:19FACTORS NUMBER OF RESPONDENTSADVERTISEMENT 65
SUGGESTION FROM FRIENDS AND 16RELATIVESATTRACTIVE DISPLAY 11DOCTORS ADVICE 15BRAND AMBASSADORS 9INGREDIENTS 25 ADVERTISEMENT Factors Affecting Purchase 80 SUGGESTION Number of Consumers 65 FROM FRIENDS 60 AND RELATIVES ATTRACTIVE 40 25 DISPLAY 16 11 15 20 9 DOCTORS ADVICE 0 1Factors BRAND AMBASSDORS INGREDIENTS Chart: 11According to the above analysis it is concluded that Advertisement is the best measure toattract customers to purchase more. Its impact is much more than other factors. Whilefriends and relatives and brand ambassadors also play a significant role in this regard. MEDIA OF ADVERTISEMENTTable:20MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTSTELEVISION 82NEWSPAPERS 7BROCHURES 3HOARDING 4
DISPLAY 15 Media of Advertisement influencing the Purchase 100 Number of Customers 82 80 Television Newspapers 60 Brochers 40 Hoarding 15 Display 20 7 3 4 0 1 Media Of Advertising Chart:12According to the above analysis it is concluded that television emerges as the best mediafor advertisement of chocolates that compel consumers to buy. It is much more than otherways as out of 95 respondents 82 are attracted to by through television media whilebrochures are the least attracting media. FREQUENCY OF CONSUMPTIONTable:21FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTSONCE IN A FORTNIGHT 16DAILY 17WEEKLY 39MONTHLY 18QUARTERLY 5
Frequency of Consumption 50 39 40 Once in a Consumers Number of 30 fortnight Daily 16 17 18 20 Weekly 10 5 Monthly 0 1 Frequency Quarterly Chart:13According to the above analysis it is concluded that mostly people purchase chocolatesweekly. Only 15 out of 95 purchase chocolates quarterly. REASONABLE PRICETable:22PRICE OF CHOCOLATE NUMBER OF RESPONDENTSBELOW 5 65-10 2310-20 5120-30 4ABOVE 30 11
Reasonable Price 60 51 Below5 50 Consumers Number of 40 5 to 10 30 23 10 to 20 20 11 20 to 30 10 6 4 Above 30 0 1Price Chart: 14According to the above analysis it is concluded that the consumer thinks 10-20 Rs is thereasonable price of a chocolate. So it must be worthwhile to know this as it may effect thesale of chocolates. CONSUMER’S BRAND LOYALTYTable:23BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTSPOSTPONE YOUR PURCHASE 26SWITCH OVER TO OTHER BRANDS 24GO TO OTHER SHOP FOR SEARCH 45OF PREFERED BRAND
Brand Loyalty Number of consumers 50 45 Postpone Purchase 40 30 26 24 Switch Brand 20 Search in other 10 Shop 0 1 Action of Consumers in absence of Prefered Brand Chart:15According to the above analysis it is concluded that mostly people are loyal to the brandas in the absence of availability of their preferred brand mostly people like to search for itor they are ready to postpone their purchase. REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCEDTable:24SHIFT TO NEW BRAND OF THE NUMBER OF RESPONDENTSPREFERED PRODUCTNO, NOT AT ALL 35MAY CONSIDER 27NO, SHALL NOT 4CAN’T SAY 29
Reaction of consumers if new brand is introduced 40 35 Number of Consumers 27 29 No, Not at all 30 May Consider 20 Shall Not Cant Say 10 4 0 1 Reactions Chart:16According to the above analysis it is concluded that mostly people are addicted to thesame flavor or taste and they don’t want to change it as out of 95 respondents 35 are notready to try new brand at any cost. REASONS FOR NOT SWITCHING OVER TO OTHER BRANDSAll the consumers why they continue to buy the old brand gave various importantreasons. The most important reasons given by the consumers were: Taste/Flavor Brand Image Quality Packaging
FINDINGS CONSUMER RESEARCH: Consumer research deals with consumer and their problems and solution to the problems. In this I came to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction. PRODUCT RESEARCH:
Under product research I came to know about themodification which consumers wants as to the quality, packing, shape, color, andquantity 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 findout consumer’s price expectations and reactions. ADVERTISING RESEARCH: Under this I have concluded that whether the advertisement appeals the consumers or not. This also includes evaluating and selecting the proper media-mix and measuring advertising effectiveness. CONCLUSION A survey of the people has been conducted to know the liking pattern of the two products Cadbury and Nestle. It is observed that overall people like to 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 flavor, quality and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its taste and crunchiness.
It is thus concluded from the facts collected that mostly people refer to buy big pack of their favorite chocolate, and sometimes some of them go for small and family pack. SUGGESTIONS AND RECOMMENDATIONS Company should concentrate more on television for advertisement, as mostly people get attracted through television only. For promotional offers, company should go for free gifts rather than going for other ways. Nestle company should concentrate on its packing as people are least satisfied with it while Cadbury should concentrate on the shape of a chocolate.
People are unsatisfied with the price and quantity of chocolate so companies should concentrate in this regard also.
QUESTIONNAIREPROJECT REPORT ON CONSUMER PREFERENCETOWARDS NESTLE ANDCADBURY CHOCOLATESQue1. Do you eat chocolate? Yes NoQue2. Which brand of chocolate do you prefer?
Cadbury NestleQue3. Which sub-brand you have purchased? Cadbury Nestle Dairy Milk Kit Kat 5Star Munch Perk Milky Bar Celebrations Bar-One Temptation Milk ChocolateQue4. Rank the sub-brands of chocolates according to your preference? (1 for mostpreferred) Cadbury Nestle Dairy Milk Kit Kat 5Star Munch Perk Milky Bar Celebrations Bar-One Temptation Milk ChocolateQue5. How much importance do you give to the following factors when you purchase achocolate? (Tick in the desired column)Factors Very Important Normal Least None Important ImportantFlavor/tastePriceQualityPackagingFormBrandImage
ColorShapeQuantityQue6. How much are you satisfied with the following factors in your preferredchocolate? (Tick in the desired column)Factors Very Satisfied Normal Least Can’t Say Satisfied SatisfiedFlavor/tastePriceQualityPackagingFormBrandImageColorShapeQuantityQue7. Which form of a chocolate do you like? Hard Nutties Crunchy ChewQue8. What pack do you purchase? Small Big Family PackQue9. Which promotional offers attract you most? Free gifts Price Offer Any otherQue10.Which of these factors affect your purchase? Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors
IngredientsQue11. Which media of advertisement influence your purchase? Television Newspapers Brochures Hoarding DisplayQue12. How frequently do you purchase chocolates? Once in a fortnight Daily Weekly Monthly QuarterlyQue13. What according to you is the reasonable price of chocolate? Below5 5-10 10-20 20.30 Above 30Que14. 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 brandQue15. 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 can’t sayQue16. If you don’t like to change to the new brand, then what are the reasons forcontinuing to purchase the old brand?PERSONAL DETAILSName:Address:Age: Between 0-10 Between10-20
Between 20-30 Above 30Gender:Phone Number:Marital status:Education:Profession: THANKS