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     cadbury-and-nestle study cadbury-and-nestle study Document Transcript

    • “A STUDY ON CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES IN BHUBANESWAR CITY”A PROJECT REPORT SUBMITTED IN PARTIAL FULLFILLMENT OF THEREQUIREMENTS FOR THE DEGREE OF POST GRADUATE DIPLOMA IN MANAGEMENT BY- PRASHANT JAIN PGDM (IB) 2008-10 INDIAN INSTITUTE OF TOURISM AND TRAVEL MANAGEMENT BHUBANESWAR (ORISSA) GUIDE Prof. PRIYA KAMBLE INDIAN INSTITUE OF TOURISM AND TRAVEL MANAGEMENT BHUBANESWAR-751009 Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • EVALUATION CERTIFICATEThis is to certify that the undersigned have assessed and evaluated the researchproject “A STUDY ON CONSUMER PREFERENCE TOWARDS CADBURY ANDNESTLE CHOCOLATES IN BHUBANESWAR CITY” submitted by PRASHANTJAIN. The project has been accepted for the partial fulfillment of the degree ofpost graduate diploma in Management .Internal Examiner External ExaminerSignature SignatureName NameDate Date Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • DECLARATION BY THE STUDENTSWe hereby declare that this Project Report titled “A STUDY ON CONSUMERPREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES INBHUBANESWAR CITY” submitted by us is based on actual work carried out by meunder the guidance and supervision of Prof. Priya Kamble. Any reference to workdone by any other person or institution or any material obtained from other sourceshave been duly cited and referenced. It is further to state that this work is notsubmitted anywhere else for any examination. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • CERTIFICATEThis is to certify that Mr. prashant jain ,Semester IV PGDM (IB) hascompleted the specified work in the subject of Research Methods inBusiness in satisfactorily manner within this institute during theacademic year 2008 – 2010. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • ACKNOWLEDGEMENTEvery piece of hard work requires the combined efforts and talents of manypeople. An ambitious work of this kind, providing analytical review to the subjectwould have remained a concept rather than the finished product withoutcooperation of those who respondent to our request to contribute. However, weall are responsible for any shortcomings remained in this report.We are very much graceful to our respected Prof. Dr. Adyasha Das of INDIANINSTITUTE OFTOURISM AND TRAVEL MANAGEMENT, who has enriched myknowledge and gave us a moral support to do this report. We are also highly thankfulto her for showing the right path and encouraging us for the preparation of this report.We are very much thankful to Mr. S N Biswas and those people who give us theirvaluable time and related information about Nestle and Cadbury Chocolate. Last but not the least I am grateful to my heartfelt love for my parents, my elder brother Er. ASHWANI JAIN and my friends whose constant support and blessings helped me throughout this project. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • PrefaceThe main objective of this project study is to help the students to develop abilityof research of the products and practical technique to solve real life problemrelated to the products.In this grand project report i have tried to analyze the needs of the customers andsuggest them the most suitable product solutions, as well as i have also analyzedthe brand awareness among the people. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • INDEXIndian Institute Of Tourism & Travel Management, Bhubaneswar
    • SR. NO. CONTENTS PAGE NO.1 INDUSTRY OVERVIEW 1-132 OVERVIEW OF ORGANIZATION 14-27 6 NIRANJANA MAJITHIA DEGREE COLLEGE OF COMMERCE Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 3 RESEARCH METHODOLOGY 28-444 FINDINGS 45-475 SUGGESTIONS 48-496 CONCLUSION 50-517 REFERENCE 52-538 APPENDIX 54-58 Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • INTRODUCTIONINTRODUCTIONIn this research we have surveyed the product performance and buying behaviorof two famous brands of chocolates – Nestle and Cadbury, which are consumed by peopleof all ages. During this research i have interacted with people of “BHUBANESWAR”. Afterthis research i came to know how people perceives these products on the variables likeprice,quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. i alsocame to know which particular brand of chocolate is most preferred by people of differentage groups.In this research i have surveyed that how frequently and how much chocolatethey consume, 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. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 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. Gone arethe days when the concept of market was let the buyer’s beware or when the market wasmainly 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, forthe production; they effect the employment of workers and deployment of resourcesand 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 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 STUDY Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • As 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 teach Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • consumers in their roles as their roles as consumers. They want consumers tolearn about their products, product attributes, potential consumers benefit, how touse, maintain or even dispose of the product and new ways of behaving that willsatisfy not only the consumer’s needs, but the marketer ’s objectives.The scope of our 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 our study is also restricts itself to Mumbai region only.OBJECTIVES OF THE STUDYThis project is based on the comparative study consumer behavior towardsNestle and Cadbury chocolates. Objectives of the study are:The other objective is to know about the customer satisfaction level associatedwith the product and the customer preference level. To increase customersatisfaction and recapture the market share by fulfilling the customer needs. Tostudy the factors affecting the consumption pattern.LIMITATIONS OF THE STUDYIn attempt to make this project authentic and reliable, every possible aspect of the topic waskept in mind. Nevertheless, despite of fact constraints were at play during the formulation ofthis project. The main limitations are as follows: Due to limitation of time only few peoplewere selected for the study. So the sample of consumers was not enough to generalize thefindings of the study. The main source of data for the study was primary data with the help ofself- 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 beeliminated though all necessary steps were taken to avoid the same. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • ChocolateIndian Institute Of Tourism & Travel Management, Bhubaneswar
    • The very word makes your mouth water.Chocolate is more than just a food: it’s a state of mind. Chocolate Chocolates! Chocolates! Everybody 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. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • For chocolate lovers it is fun, To have them during rain, breeze or sun. They are white and brown in color, 11NIRANJANA MAJITHIA DEGREE COLLEGE OF COMMERCE Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 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! Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 12NIRANJANA MAJITHIA DEGREE COLLEGE OF COMMERCE Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Industry Overview INDUSTRY OVERVIEWHistory of chocolate:The origin of chocolate can be traced back to the ancient Maya and Azteccivilizations in Central America, who first enjoyed “chocolaty” a much-prized spicydrink made from roasted cocoa beans.Throughout its history, whether as cocoa or drinking chocolate beverage orconfectionary 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 bythe Aztecs: the drink was described as “ finely ground, soft, foamy, reddish, bitterwith chili water, aromatic flowers, vanilla and wild bee honey.The dry climate meant the Aztecs were unable to grow cocoa trees, and had toobtain supplies of cocoa beans from “tribute” or tradeDon Cortes thThe Spanish invaded Mexico in the 16 century, by this time the Aztecs hadcreated a powerful empire, and the Spanish armies conquered Mexico. DonCortes was made captain 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 Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • fashionable drink enjoyed by the rich in Spain.Chocolate across EuropeAn 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 beansand how they made the drink, and by 1606 chocolate was well established in Italy. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Drinking chocolateThe secret of chocolate was taken to France in 1615, when Anne, daughter ofPhillip 2 of Spain married king Louis 13 of France. The French courtenthusiastically adopted this new exotic drink, which was considered to havemedicinal 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 anEnglish doctor, Sir Hans’s Sloane, who- after traveling in south America- focusedon cocoa and food values, bringing a milk chocolate recipe back to England.The original Cadbury milk chocolate was prepared to his recipe.History:The earliest record of chocolate was over fifteen hundred years ago in thecentral America rain forests, where the tropical mix of high rain fall combined withhigh year round temperatures and humidity provide the ideal climate forcultivation 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 andlower branches of the cacao tree, Latin name “ theobroma cacao” meaning “ food ofthe gods” Cacao was corrupted into the more familiar “ cocoa” by the early Europeanexplorers. The Maya brewed a spicy, bittersweet drink by roasting and pounding theseeds of the cacao tree with maize and capsicum peppers and letting the mixtureferment. This drink was reserved for use in ceremonies as well as for drinking by thewealthy and religious elite; they also ate cacao porridge. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 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 xocolat, the Spanish conquistadors found thisalmost impossible to pronounce and so corrupted it to the easier “chocolat” theEnglish further 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 ofxocolat: “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” Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Chocolate in EuropeXocolat 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 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 brought backfrom the new world by the Spanish treasure fleets were roasted and ground, and by the early th17 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- thebeans- a secret for many years, so successfully in fact, that when English buccaneersboarded what they thought was a Spanish “ treasurer galleon” in 1579, only to find it loadedwith what appeared to be “ dried sheep’s droppings, they burned the whole ship infrustration. If only they had known, chocolate was so expensive at that time, that it was worthit’s weight in silver (if not gold), chocolate was treasure indeed!Within a few years, the cocoa beverage made from the powder produced inSpain had become popular throughout Europe, in the Spanish Netherlands, Italy,France, and Germany and – in about 1520 – it arrived in England.The first chocolate house in England opened in London in 1657 followed rapidlyby many others. Like the already well established coffee houses, they were usedas clubs where the wealthy and business community met to smoke a clay pipe oftobacco, conduct business and socialize over a cup of chocolate. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Back to the America’sEvents went full circle when English colonists carried chocolate (and coffee) withthem to England’s colonies in North America. Destined to become the UnitedStates of America and Canada, they are now the world’s largest consumers – byfar – of both chocolate and coffee, consuming over half of the words totalproduction 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.It’s probably before the time of the English civil war between parliament and KingCharles 1st that the Quaker’s who evolved from the puritans, first began their historicassociation with chocolate. Because of their pacifist religion, they were prohibited frommany normal business activities, so as an industrious people with a strong belief in thework ethic (like the puritans); they involved themselves in food related businesses anddid very well. Baking was a common occupation for them because bread was regardedas the biblical “staff of life”, and bakers in England were the first to add chocolate tocakes so it would be a natural progression for them to start making pure chocolate. Theywere also heavily involved in breakfast cereals but that’s another story.What is certain is that the fry, row tree and Cadbury families in England amongothers, began chocolate making and in fact Joseph fry of fry &sons (founded 1728 inBristol, England) is credited with producing and selling the world’s first chocolate bar.Fry’s have now all but disappeared (taken over by Cadbury) and row tree have Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • merged Swiss company nestle, to form the largest chocolate manufacturer in theworld. Cadbury have stayed with chocolate production and are now, if not quite thelargest, probably one of the best-known chocolate makers in the world. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 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” from theroasted ground beans, his aim was to make the drink smoother and more palatable, howeverhe 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 vanhouten process) to produce the first solid chocolate bar then in1875 a Swissmanufacturer, Daniel peters, found a way to combine (some would say improve,some would say ruin) cocoa powder and cocoa butter with sugar and dried milkpowder to produce the first milk chocolate.HOW CADBORY CHOCOLATE IS MADEThe 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 sweetishflesh 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.The VarietiesThere are two quite different basic classifications of cocoa, under whichpractically all varieties can be categorized: 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 theproduction of high-quality chocolate and for blending. However, Criollo cocoa Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • accounts for only 10% of the world crop. The remaining 90% is harvested from treesof the Forastero family, with its many hybrids and varieties. The main growing area isWest Africa. The cocoa tree can flourish only in the hottest regions of the world.The Harvest Immediately after harvesting, the fruit is treated toprevent it from rotting. At fermentation sites either in the plantationor at, collecting points, the fruit is opened.FermentationThe fermentation process is decisive in the production of high quality raw cocoa.The technique varies depending on the growing region. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • DryingAfter fermentation, the raw cocoa still contains far too much water; in fact about60%. 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 entire roasting process, during which the air in the nearly 10 feet highfurnaces reaches a temperature of 130 °C, is carried out automatically.Crushing and shellingThe roasted beans are now broken into medium sized pieces in the crushing machine.BlendingBefore grinding, the crushed beans are weighed and blended according tospecial recipes. The secret of every chocolate factory lies in the special mixingratios, which it has developed 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 Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • (approximately 50% of the bean) contained in the beans to melt, producing athick, liquid mixture.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.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 whichsome of the cocoa butter is added to it. The two paths have rejoined.CocoaButterThe cocoa butter has important functions. It not only forms part ofevery recipe, but it also later gives the chocolate its fine structure,beautiful lustre and delicate, attractive glaze.Cocoa PowderAfter the cocoa butter has left the press; cocoa cakes are left which still contain a10 to 20% 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 or condensed milk, sugar and flavouring - maybe vanilla - go into themixer, where they are pulverized and kneaded.RollingDepending on the design of the rolling mills, three or five vertically Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • mounted 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 millimeter.) Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Conching But still the chocolate paste is not smooth enough to satisfy our palates. But within two or three days all that will have been put right. For during this period the chocolate paste will be refined to such an extent in the conches that it will flatter even the most discriminating palate.Conches (from the Spanish word "conch a", meaning a shell) is the name given to 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 thetongue. 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.A strong 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. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Overview Of Organizations Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • OVERVIEW OF ORGANIZATIONSNESTLENestle IndiaNestle’ India is a subsidiary of Nestle’ S.A. of Switzerland. The company insistson honesty, integrity and fairness in all aspects of its business and expects thesame in its relationships.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 nextfactory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the areainto soluble tea. The Nanjangud factory (Karnataka), became operational in 1989, Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • the Samalkha factory (Haryana), in 1993 and in 1995 and 1997, Nestlécommissioned two factories in Goa at Ponda and Bicholim respectively. Nestlé Indiais now putting up the 7th factory at Pant Nagar in Uttaranchal. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Nestle’ StoryNestlé was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerlandand its first product was “Farine Lactée Nestlé”, an infant cereal specially formulatedby Henri Nestlé to provide and improve infant nutrition. From its first historic mergerwith the Anglo-Swiss Condensed Milk Company in 1905, Nestlé has grown tobecome the world’s largest and most diversified food Company, and is about twicethe size of its nearest competitor in the food and beverage sector.Nestlé’s trademark of birds in a nest, derived from Henri Nestlé’s personal coat of arms,evokes the values upon which he founded his Company. Namely, the values of security,maternity and affection, nature and nourishment, family and tradition. Today, it is notonly the central element of Nestlé’s corporate identity but serves to define theCompany’s products, responsibilities, business practices, ethics and goals.In 2004, Nestlé had around 247,000 employees worldwide, operated 500 factories inapprox. 100 countries and offered over 8,000 products to millions of consumersuniversally. The Company’s transparent business practices, pioneering environmentpolicy and respect for the fundamental values of different cultures have earned it anenviable place in the countries it operates in. Nestlé’s activities contribute to andnurture 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 Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Milk Products & NutritionM BeveragesB Prepared Dishes and Cooking AidsP Chocolates & Confectionary Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • MILK PRODUCTS AND NUTRITION:NESTLE EVERYDAY Dairy WinterNESTLE EVERYDAY SlimNESTLE’S EVERTDAY GheeNESTLE’S MILK MAIDNESTLE’S Fresh and Natural DahiNESTLE’S Jeera RaitaNESTLE’S MILKMAID Fruit Yoghurt NESTLÉ Milk NESTLÉ Slim MilkBEVERAGES: NESCAFÉ CLASSIC NESCAFÉ SUNRISE NESTLÉ MILO Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • NESCAFÉ 3 IN 1NESCAFÉ KOOLREZ Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • PREPARED DISHES AND COOKING AIDS MAGGI 2-MINUTE NOODELS MAGGI VEGETABLE ATTA NOODELS MAGGI DAL ATTA NOODELS MAGGI RICE NOODELS MAIN MAGGI SAUCES MAGGI PIZZA MAZZA MAGGI HEALTHY SOUPS MAGGI -HEALTHY SOUPS SANJEEVNI MAGGI MAGIC CUBESCHOCOLATES & CONFECTIONARY NESTLÉ KIT KAT NESTLÉ KIT KAT LITE NESTLÉ MUNCH Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • NESTLÉ MUNCH POP CHOCNESTLÉ MILKY BAR Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • NESTLÉ BAR- ONE NESTLÉ FUNBAR NESTLÉ MILK CHOCOLATE POLO POWER MINT NESTLÉ ECLAIRSNESTLEKITKAT Are crisp wafer fingers covered with choco layer. NESTLÉ KIT KAT has aunique finger format with a ‘breaking ritual attached to it. NESTLÉ KIT KAT is one of the most successful brands in the world andevery year over 12 billion NESTLÉ KIT KAT fingers are consumed around the globe.NESTLE MUNCHNESTLÉ MUNCH is wafer layer covered with delicious choco layer. NESTLÉ Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • MUNCH is so crisp, light and irresistible that you just ‘cant stop Munching.NESTLÉ MUNCH is the largest selling SKU in the category! Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • NESTLE MILKY BAR:NESTLÉ MILKYBAR is a delicious milky treat, which kids love. Relaunched inJanuary 2006 with a Calcium Rich recipe, NESTLÉ MILKYBAR is a favorite withparents to treat their kids with.NESTLE BAR-ONEIs a luscious nougat and caramel with delicious choco layer. NESTLÉBAR-ONE constantly reminds you that it is ‘Time for Action.NESTLE Milk Chocolate:NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it! Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • CADBURYProcess of Manufacturing Cadbury Chocolate:John CadburyMilk chocolate for eating was first made by Cadbury in 1897 by adding milkpowder John paste to the dark chocolate recipe of cocoa mass, cocoa butter andsugar. By todays standards this chocolate was not particularly good: it wascoarse and dry and not sweet or milky 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 Bourneville experts set out to meet thechallenge. A considerable amount of time and money was spent on research andon new plant designed to 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 the imported 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 and smooth creamy texture, was ready to challenge the Swiss domination Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • of the milk chocolate market.By 1913 Dairy Milk had become the companys best selling line and in the midtwenties Cadburys Dairy Milk gained its status as the brand leader, a position ithas held ever since. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • COMPANY OVERVIEW OF CADBURY INDIACadbury began its operations in 1948 by importing chocolates and then re-packingthem before distribution in the Indian market. After 59 years of existence, it today hasfive company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur(Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands areCadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. Cadbury enjoys a valuemarket share of over 70% - the highest Cadbury brand share in the world! Theirflagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates inIndia. 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 leadingMalted Food Drink (MFD) in the country. Similarly in the medicated candycategory Halls is the undisputed leader.The Cadbury India Brand Strategy has received consistent support through simple butimaginative extensions to product categories and distribution. A good example of this 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 tasteof chocolate in the form of a light snack, and thus heralds the entry of Cadbury India into Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • the growing bagged Snack Market, which has been dominated until now by SaltedBagged Snack Brands. Byte was first launched in South India in 2003. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 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 newcategories of business, namely gums, mints, snacking and gifting. It is a part ofthe Cadbury Schweppes Group, worlds No.1 Confectionery Company.CADBURY WORLD WIDECadbury is the worlds largest confectionery company and have a strongregional presence in beverages in the Americas and Australia. Withorigins stretching back over 200 years, today their products - whichinclude brands such as Cadbury, Schweppes, Halls, Trident, DrPepper, Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost everycountry around the world. We employ around 60,000 people. Their heritage starts back in 1783 when Jacob Schweppes 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 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 employs 60,000 people in over 200 countries Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • - Worlds No 1 Confectionery company- Worlds No 2 Gums company- Worlds No 3 beverage company Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Cadbury Brands: Chocolates Snacks Beverages CandySNACKSBytesBEVERAGESBournvitaCANDYHallsCHOCOLATESDairy Milk5 StarPerkCelebrationsTemptationÉclairsGemsDAIRY MILKThe story of Cadbury Dairy Milk started way back in 1905 at Bourneville, 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 Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Cadbury Dairy Milk with a variety of ingredients and are very popular amongstteens & 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 consumersan 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 Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • .5 STAR The second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5Star moves from strength to strength every year by increasing its user base.Launched in 1969 as a bar of chocolate that was hard outside with soft caramelnougat inside, Cadbury 5 Star has re-invented itself over the years to keep satisfyingthe consumers taste for a high quality & different chocolate eating experience.One of the key properties that Cadbury 5 Star was associated with was its classicGold 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 5Star fold, Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5Star was now available with a dash of rice crispies.PERKCadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury Perktargeted the casual snacking space that was dominated primarily by chips & wafers. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 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 likeMithai and dry- fruits during festive seasons.Cadbury Celebrations is available in several assortments: An assortment ofchocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruitsenrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisinmagic, cashew magic, nut butterscotch and caramels.The super premium Celebrations Rich Dry Fruit Collection which is a festive offeringis an 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 Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Ever see people hide away their chocolate since they don’t want to shareit! If you have, then it’s likely to be a bar of Cadbury Temptations!Cadbury Temptations is a range of delicious premium chocolate in fiveflavours.Research revealed a niche segment of “chocoholics” - those exposed tointernational chocolates and those who love a variety of chocolates butpossibly find the price of international chocolates too high. CadburyTemptations is a range targeted at this segment of discerning chocolatelovers.The Cadbury Temptations range is available in 5 delicious flavour variants- Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and OldJamaica. With its international quality chocolate Temptations soon became apopular brand for "chocoholics". Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • RESEARCHMETHODOLOGY Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • RESEARCH METHODOLOGYSR. NO. PARTICULARS 1 RELEVANCE OF STUDY 2 RESEARCH PROBLEM 3 RESEARCH OBJECTIVE 4 RESEARCH DESIGN 5 SCOPE OF THE STUDY 6 DATA COLLECTION • SAMPLING DESIGN • INSTRUMENT • MODE OF DATA COLLECTION 7 LIMITATION OF STUDY 8 DATA ANALYSIS Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 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 nestlechocolates consumed by the people. The data had been used to cover variousaspects like consumption, consumer’s preference and customer’s satisfaction regardingCadbury and Nestle chocolates. In collecting requisite data and informationregarding the topic elected, we went to the residents of peoples and collected the data.1. Relevance of the StudyThis research is been conducted to survey the product performance and buyingbehavior of consumer in selection of chocolates.The relevance of the study is to survey the product performance and buyingbehavior of two famous brands of chocolates – Nestle and Cadbury, which areconsumed by people of all ages. During this research we have interacted withpeople of Mumbai City. This research is to know which particular brand ofchocolate is most preferred by people of different age groups.2. Research ProblemEvery research has their own problem and limitation but good researcher have toovercome that problem by their skill.In this research problem we would like to understand and analyze about the chocolatesproducts available at Mumbai and collect the feedback from group of people and wewanted to know the developments made in direction of chocolates industry.3. Research Objective Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • This project is based on the comparative study consumer behavior towardsNestle 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. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • To increase customer satisfaction and recapture the market share by fulfilling the customer needs. f To study the factors affecting the consumption pattern.5. Research DesignFor any researcher the research methodology is the most important criteria todecide before the actual research process starts.There are many methods for conducting the research some of them are as under;a) Descriptive vs. Analytical b) Applied vs. Fundamental c) Quantitative vs. Qualitative d)Conceptual vs. Empirical e) Field setting or laboratory testing research The design of aresearch is a plan or a model that helps researcher to conduct a formal investigation andsurvey. It is an application of methods and procedures for acquiring the informationneeds for getting a desire out come. It decides the sources of data and methods forgathering data. A good design insures that the information obtained is relevant to theresearch question and that it was collected by objectives. Since, research design issimply the frame work or plan for a study. It is a blue print that of a house devised by anarchitect. Our approach to research is descriptive and quite specific.Out of these all research methods the research method, which was most suitableto our research, was descriptive research because it provides us all theopportunities to cover the all the aspect that We require to conduct the researchand get an appropriate out come.Descriptive Research:Descriptive research includes surveys and fact – finding enquires of differentkinds. The major purpose of descriptive research is description of the state of Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • affairs as it exits at present. In social science and business research we oftenuse the term Ex post facto research for descriptive research studies. The maincharacteristic of this method is that the researcher has no control over thevariables; he can only report what has happened or what is happening. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 5. Scope of the Study:As learning is a human activity and is as natural, as breathing. Despite of the factthat learning is all pervasive in our lives, psychologists do not agree on how learningtakes place. How individuals learn is a matter of interest to marketers. They want toteach consumers in their roles as their roles as consumers. They want consumers tolearn about their products, product attributes, potential consumers benefit, how touse, maintain or even dispose of the product and new ways of behaving that willsatisfy not only the consumer’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 our study is limited to two major players of chocolates leavingbehind the others. The scope of my study is also restricts itself to Mumbai region only.There are 2 sources of data i.e.A) Primary DataThe data, which are collected for the first time, directly from the respondents tothe base of knowledge & belief of the research, are called primary data.The normal procedure is to interview some people individually or in a group toget a sense of how people feel about the topic.So far as this research is concerned, primary data is the main source ofinformation provided by the respondents.B) Secondary Data Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • When the data is collected and compiled in the in a published nature it is calledSecondary data.So far as this research is concerned internet, many brochures and magazineshave been referred too. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • 5. DATA COLLECTIONa) SAMPLING DESIGNIt is true that it is very difficult to do research with whole universe. As we knowthat it is not feasible to go with population survey because of the numerousDoctors and their scattered location. So for this purpose sample size has to bedetermined well in advanced and selection of the sample also has to be scientificso that it represents the whole universe.So far as this research is concerned, the sample size is 100.b) INSTRUMENTTaking into consideration research instrument selected by us is questionnairebecause it gives more flexibility in terms of data and it has been asked to theresponder personally and has an idea of getting an important unknown data thatcan be collected through their behavior.c) MODE OF DATA COLLECTIONData collection mode is personal visit and filling up of the questionnaire.6. LIMITATION OF STUDYIn attempt to make this project authentic and reliable, every possible aspect ofthe topic was kept in mind. Nevertheless, despite of fact constraints were at playduring the formulation of this project. The main limitations are as follows: d 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. s 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. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • People were hesitant to disclose the true facts.P The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • DATA ANALYSISQue1. Do you eat chocolate?Analysis & interpretation:Chocolate is a product which is like by the all age group of people. According to thesurvey 83% of people says yes they eat chocolate and 17% say no they are noteating chocolate. May be the reason behind that is they are not eating chocolate ondaily or weakly basis or may be they are eating any other brand of chocolate. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que2. Which brand of chocolate do you prefer?Analysis & Interpretation:There are many brands available in the market. But the market leaders in India arebasically two brands like Cadbury & Nestle. According to survey 64% of the marketis captured by the Cadbury and only 36% of the market is covered by the Nestle. Tocapture the market the company should do more advertising and sales distribution.And also should maintain quality of the product compare to the competitors. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que3. Which sub-brand you have purchased?Analysis & Interpretation:In this survey nestle is having five sub-brands like kitkat, Munch, Milkybar,Barone,milk chocolates and their consumption are like kitkat 33% ,munch 56 ,milkybar 3% ,bare one 5% ,and milk chocolate 3%. And if we talk about Cadbury the sub-brand of the Cadbury is dairymilk, 5 star, perk, celebration and Temptation and theirconsumption are like dairy milk 62%, 5 star 17%, perk 14%, celebration 2% andTemptation 5%. According to the survey the highest selling product is Cadbury. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que4. Rank the sub-brands of chocolates according to your preference? (1for most preferred) NESTLE CADBURYAnalysis & InterpretationIn this survey I found that the most selling product is Munch the sub-brand of Nestle theMunch has capture the 50% of the market as compared to the Cadbury product thehighest selling product of Cadbury is Dairy milk which captured the market stake of 47%which is as compared to Much 20%less which is a good sigh for Nestle and the less Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • consumption of the Nestle product is Milk bar & Milk Chocolate the market share is only3% and in Cadbury less selling product are Celebration and Temptation the reasonbehind this is they are too Costly to consume. And it can only use occasionally. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que5. How much importance do you give to the following factors when youpurchase a chocolate? (Tick in the desired column) Taste/ Flavour Price Packaging Quantity Very Imp. 88 1 12 81 Important 9 3 6 12 Normal 2 96 4 6 Least Imp. 1 0 78 1Analysis & Interpretation:Whenever we are consuming any food product our main focus in on the quality and pricein India there is more concentrating on the quality of product rather than otherparameters of the product in this survey I found that the basic concentration of theconsumer is on taste 88% says that they purchase if they like the taste of the product.96% says if normal price would be there a taste is good than price dose not matter. 78% Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • of the consumer says that if they are getting best quality product at nominal price thanthe packaging is least important. 78% says that they are mainly seeing the quality of theproduct if the product is qualitative than they are ready to pay any price for that product. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que6. Which form of a chocolate do you like?Analysis & interpretation:Every person have there own taste and preferences towards the eatable product inchocolates there are four varieties available in the market among this 47% of theconsumer like hard chocolates, 29% of the consumer like crunchy chocolates, 18% ofthe consumer like nutties chocolates & only 6% of the consumer like Chew chocolates. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que7. What pack do you purchase?Analysis & Interpretation:The chocolates are available in the market in different packaging like small, big,& family pack, from the survey we can say that the consumption of thechocolates are more eaten by the teenage group so they more prefer the smallpackaging because of there availability in market is good and most importantthing is its very much affordable. According to the survey 73% are using smallpack, 17% are using big pack of the chocolates, 10% are consuming family packbecause of there high price. So we can easily see that the consumption of smallpack is having boom in the market compare to other packaging. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que8. Which promotional offers attract you most?Analysis & Interpretation:To sell out the product there are many promotions activity conducted by the company toface the competition the offer give by the company are like free gift, price offer, or anyother scheme. In this 12% are giving the free gift offer (scratch the card scheme), 84%are directly giving the price offer, and 4% giving the any other kind of scheme. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que9.Which of these factors affects your purchase?Analysis & Interpretation:There are many factors affecting at the time of purchase. So company is doingpromotional activities to acquire the desired target of the product. Basically thereare six main type of the promotional activities like 69% of the advertisement, 1%of the suggestions, 2% of the attractive display, 0%of the doctors advice, 21% ofthe companies are using Brand Ambassadors in there advertisement, 7% of theingredients. So all this factors are affecting the purchase. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que10. Which media of advertisement influence your purchase?Analysis & Interpretation:In today’s competitive market advertisement is the main tool for selling the productbecause every single person is watching or reading the advertisement. So it becomeseasy to make people aware about the product. So companies are using advertisementmedia like 67% of the television adds, 7% of the Hoardings, 3% of the advertisementgiven on local as well as national newspapers, & 23% are using display ads. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que11. If your preferred brand is not available for repeat purchases thenwhat will you do?Analysis & Interpretation:Every person is having there own taste & preferences. Some consumer arecompromising with there taste and preferences and some are not according tothe survey 11% of the consumer are postponing the purchase of the product, 40% of the consumer are switch over to any other product, & 49 % will search theproduct at any other place they don’t compromise for the same. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Findings Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • FindingsCONSUMER RESEARCH:Consumer research deals with consumer and their problems and solution to theproblems. In this we came to know about the consumers need andexpectation levels regarding products and ascertainable levels of consumersatisfaction.PRODUCT RESEARCH:Under product research I came to know about the modification which consumers wantsas 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 canspend on his/her favorite chocolate. In this I have tried to find out consumer’sprice expectations and reactions.ADVERTISING RESEARCH:Under this I have concluded that whether the advertisement appeals theconsumers or not. This also includes evaluating and selecting the proper media-mix and measuring advertising effectiveness.From the one and half month experience of our research project with Consumerpreference towards Nestle and Cadbury Chocolates, We have come to know lotthings and it has enhanced our knowledge to great extent. We found many thingswhich are well executed by distributors. Here are some of the key findings given byme is purely based on my research. It doesn’t have any kind of bias from my side. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • They are given as under: Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • By doing the comparison of Nestle and Cadbury chocolates, we have found thatthe preference of the chocolates more preferred by the consumer is Cadbury.From the analysis we have found that Nestlé’s some brand has covered 50% ofthe market in one product (Munch) of the chocolates which is a very good signfor the company.Through the research we found that consumer is very conscious about thequality of the product in that matter they are not ready to compromise. And wefound both company product are very qualitative.In some cases we found that if a product is not available in the market than someconsumer would to switchover to another product or brand.So from these survey we have found that the consumption of the chocolates are more inchildren and teenage group though having any occasion or not having any occasion.The most selling product of both the companies is in small size of chocolates andthere market share is 73% because it’s not much costlier and is also easilyavailable & affordable. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Suggestions AndRecommendations Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • SUGGESTIONS AND RECOMMENDATIONSChocolates products at Bhubaneswar city are available in comparison to previous years,but still there is requirement of development in Chocolate products. Due to increasingoverall cost in Chocolate Products everywhere, cost format should be made as such thatit is affordable to each and everyone in the society. In this we also found that if thedemanded brand is not available, so at that time the customers switch over the brand ofthe chocolate so, here the company should build up the healthy distribution channel bywhich company can attract the customers and company loose the fear from the market.Company should concentrate more on television for advertisement, as mostly peopleget attracted through television only. For promotional offers, company should go forfree gifts rather than going for other ways. Nestle company should concentrate on itspacking as people are least satisfied with it while Cadbury should concentrate on theshape of a chocolate. People are unsatisfied with the price and quantity of chocolateso companies should concentrate in this regard also. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Conclusion Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • CONCLUSIONA survey of the people has been conducted to know the liking pattern of the twoproducts Cadbury and Nestle. It is observed that overall people like to eat Cadburybrand rather than Nestle. It is concluded that mostly people preferred Dairy Milk ofCadbury due to its flavor/taste, quality and image and due to its hard form. Somepeople often like to have a chocolate with good flavor, quality hard form. Somepeople often like to have a chocolate with good flavor, quality taste and crunchiness.It is thus concluded from the facts collected that mostly people refer to buy big pack oftheir favorite chocolate, and sometimes some of them go for small and family pack. Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • References Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • REFERENCESWeb sites: W www.nestle.in www.business-standard.com www.cadburyindia.com www.scribd.com www.managementparadise.com www.google.comBooks:1. Marketing Management - Philip Kotler2. Research Methodology - C. R. Kothari Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Appendix Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • Indian Institute Of Tourism & Travel Management,Bhubaneswar
    • “A STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLECHOCOLATES IN BHUBANESWAR CITY” QUESTIONNAIRE (Please tick wherever necessary)1. Personal Profile:-Name :Address :Age : Between 0-10 Between10-20 Between 20-30 Above 30Gender : Male FemaleEducational Qualification:Profession :Que1. Do you eat chocolate? Yes NoQue2. Which brand of chocolate do you prefer? Cadbury NestleQue3. Which sub-brand you have purchased? Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Cadbury NestleDairy Milk Kit Kat5Star MunchPerk Milky BarCelebrations Bar-OneTemptation Milk ChocolateIndian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que4. Rank the sub-brands of chocolates according to your preference? (1 for mostpreferred) Cadbury Nestle Dairy Milk Kit Kat 5Star Munch Perk Milky Bar Celebrations Bar-One Temptation Milk ChocolateQue5. How much importance do you give to the following factors when youpurchase a chocolate? (Tick in the desired column)Factors Very Important Normal Least Important ImportantFlavor/tastePriceQualityPackagingQue6. Which form of a chocolate do you like? Hard Nutties Crunchy ChewQue7. What pack do you purchase? Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Small Big Family Pack Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que8. Which promotional offers attract you most? Free gifts Price Offer Any other: _______________Que9.Which of these factors affects your purchase? Q Advertisement A Suggestion from friends and relatives S Attractive Display A Doctors Advice D Brand Ambassadors B IngredientsQue10. Which media of advertisement influence your purchase? Television Newspapers Brochures Hoarding DisplayQue11. If your preferred brand is not available for repeat purchases then whatwill you do? w Postpone your purchase P Switch over to other brand S Go to the other shop to search for your preferred brand Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que12. Do you feel that the product characteristics match with those mentionedin the advertisement?YesNo Indian Institute Of Tourism & Travel Management, Bhubaneswar
    • Que13. Are you influenced by advertisements to buy or change a particularbrand of chocolate?YesNoQue14. Any Suggestions if you want to give us:________________________________________________________________________________________________________________________________________________ Indian Institute Of Tourism & Travel Management, Bhubaneswar