CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES

1
A PROJECT REPORT
ON
STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE
AND CADBURY CHOCOLATES
Submitted in partial fulfillment of the requirement
For the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
SESSION (2013-16)
NAME OF SUPERVISOR NAME OF STUDENT
Dr. Reshma Rajani Anupama Singh
ROLL NO: 0703471
BATCH: B.B.A (2013-16)
JAGRAN COLLEGE OF ARTS, SCIENCE & COMMERCE
AFFLIATED TO C.S.J.M. UNIVERSITY, KANPUR

2
STUDENT’S DECLARATION
I, Anupama Singh student of B.B.A (Bachelor of Business
Administration) of Jagran college of Arts, Science & Commerce,
Kanpur hereby declare that the project report work entitled “THE
STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE
AND CADBURY CHOCOLATES is submitted under the guidance of
Dr. Reshma Rajani.
This is my original work and whatever information furnished in this
project report is true to the best of my knowledge
NAME-Anupama Singh
B.B.A- 3rd year
ROLL NO.-703471

3
ACKNOWLEDGEMENT
I would like to express my sincere gratitude and regards to the
Director Dr. M.P. Gupta, Principal Dr. Asmita Dubey for their
constant inspiration, supervision and invaluable guidance and
providing me the infrastructural facilities like Library and Computer
Laboratory, during the preparation of the project.
I am deeply indebted to Dr. Reshma Rajani (internal guide) for giving
her valuable suggestions and guiding me throughout the project.
I would also like to extend my sincere gratitude all my friends, who
helped me in collecting the data and completing my project.
With Regards
Signature of student
Signature of Internal Guide

4
PREFACE
Customer is a king of Market. There was a time years ago, whatever
the seller produces, he sells in the market and the customer has to buy
the same. But in the current scenario due to the keen competition in
the market, the situation has changed. Now seller has to produce what
customers want to sustain in the market. In the same way to know
what customer wants, one has to observe the behaviour of the
customer. This is the reason why this topic is given importance for
selection. Once marketer understands the mentality, thought process
and reaction for certain product, he can easily grab the market share.
Sales are largely based on the Customers preference then the product
and services offered by the marketer. Comparative research is the act
of comparing two or more things with a view to discovering
something about one or all of the beings compared. Comparative
study helps in evaluating our strength and weakness with other
competitor in the same sector.
By doing the comparison of Nestle and Cadbury chocolates, it
was found that the preference of the chocolates more preferred by
the consumer is Cadbury that is 73% of market and Nestle cover 22%
of market. Consumer is very conscious about the quality of the
product in that matter they are not ready to compromise and both
company product are very qualitative, if a product is not available
in the market than some consumer would to switchover to another

5
product or brand, the consumption of the chocolates are more in
children and teenage group though having any occasion or not having
any occasion.

6
TABLE OF CONTENTS
CHAPTERS PAGE NO.
1.Introduction…………………………..
2.Consumption of chocolate in India…..
3.Company Profile…………………….
4.Review of literature…………………
5.Research Methodology………………
6.Analysis and interpretation……….
7. Major Findings of the study……….
8.Bibliography………………………….
9.Appendix……………………………..

8
INTRODUCTION
All marketing starts with the consumer. So consumer is a very
important person to a marketer. Consumer decides what to purchase,
for whom to purchase, why to purchase, from where to purchase, and
how much to purchase. In order to become a successful marketer, he
must know the liking or disliking of the customers. He must also
know the time and the quantity of goods and services, a consumer
may purchase, so that he may store the goods or provide the services
according to the likings of the consumers. Gone are the days when the
concept of market was let the buyers beware or when the market was
mainly the sellers market. Now the whole concept of consumers over
eighty prevails. The manufacturers produce and the seller’s sell
whatever the consumer likes. In this sense, consumer is the supreme in
the market. As consumers, play a very vital role in the health of the
economy local, national or international. The decision make
concerning our consumption behavior affect the demand for the basic
raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of
resources and success of some industries and failures of others. Thus
marketer must understand this.
Preference (or "taste") is a concept, used in the social sciences
particularly economics. It assumes a real or imagined "choice"

9
between alternatives and the possibility of rank ordering of these
alternatives, based on happiness, satisfaction, gratification, enjoyment,
utility they provide. More generally, it can be seen as a source of
motivation.
In cognitive sciences, individual preferences enable choice of
objectives/goals. The study of the consumer preference not only
focuses on how and why consumers make buying decision, but also
focuses on how and why consumers make choice of the goods they
buy and their evaluation of these goods after use. So for success of
any company or product promotion it is very necessary to depart its
concentration towards consumer preference.
All marketing starts with the consumer. So consumer is a very
important person to a marketer. Consumer decides what to purchase,
for whom to purchase, why to purchase, from where to purchase, and
how much to purchase. In order to become a successful marketer, he
must know the liking or disliking of the customers. He must also
know the time and the quantity of goods and services, a consumer
may purchase, so that he may store the goods or provide the services
according to the likings of the consumers. Gone are the days when the
concept of market was let the buyer’s beware or when the market was
mainly the seller’s market. Now the whole concept of consumer’s
sovereignty prevails. The manufacturers produce and the sellers sell

10
whatever the consumer likes. In this sense consumer is the supreme in
the market. So the study conducted show customer preferences in
NESTLE and CADBURY .Market frame strategy to it ,this will help
to analyse how customer perceive these products on variables like
price, quality, advertisement, taste, packaging, brand, loyalty, etc. The
study shows which particular brand of chocolate is most preferred by
the people of different age group. Consumer Preference- All
marketing starts with the consumer. So consumer is a very important
person to a marketer. Consumer decides what to purchase, for whom
to purchase, why to purchase, from where to purchase, and how much
to purchase. In order to become a successful marketer, he must know
the liking or disliking of the customers. He must also know the time
and the quantity of goods and services, a consumer may purchase, so
that he may store the goods or provide the services according to the
likings of the consumers. Gone are the days when the concept of
market was let the buyer's beware or when the market was mainly the
seller's market. Now the whole concept of consumer's sovereignty
prevails. The manufacturers produce and the sellers sell whatever the
consumer likes. In this sense, “consumer is the supreme in the
market”. As consumers, we play a very vital role in the health of the
economy local, national or international. The decision we make
concerning our consumption behavior affect the demand for the basic
raw materials, for the transportation, for the banking, for the

11
marketer must understand the customer’s preference.
Marketing starts with the consumer. So consumer is a very important
person to a marketer. Consumer decides what to purchase, for whom
to purchase, why to all marketing starts with the consumer. So
consumer is a very important person, we play a very vital role in the
health of the economy local, national or international. The decision we
make concerning our consumption behavior affect the demand for the
basic raw materials, for the transportation, for the banking, for the
marketer must understand this. Preference (or "taste") is a concept,
used in the social sciences, particularly economics. It assumes a real
or imagined "choice" between alternatives and the possibility of rank
ordering of these alternatives, based on happiness, satisfaction,
gratification, enjoyment, utility they provide. More generally, it can be
seen as a source of motivation. In cognitive sciences, individual
preferences enable choice of objectives/goals. The study of the
consumer preference not only focuses on how and why consumers
make buying decision, but also focuses on how and why consumers
make choice of the goods they buy and their evaluation of these goods
after use. So for success of any company or product promotion it is

12
very necessary to depart its concentration towards consumer
preference.
Marketing starts with the consumer. So consumer is a very important
person to
A marketer. Consumer decides what to purchase, for whom to
purchase, why to OBJECTIVES OF THE STUDY
this project is based on the comparative study consumer behavior
towards Nestle and Cadbury chocolates. Objectives of the study are:
 The other objective is to know about the customer satisfaction level
associated with the product and the customer preference level.
 To increase customer satisfaction and recapture the market share by
fulfilling the customer needs.

13
CONSUMPTION OF CHOCOLATES IN INDIA
India is working up a voracious appetite for chocolates.
A delectable combination of rising disposable incomes, changing
lifestyles and a young population’s growing penchant for indulgence
has transformed India into one of the world’s fastest growing
chocolate markets.
A July report from French investment bank Society General predicts
that in the next five years, global confectioners will see the highest
growth in four markets: India, Mexico, China and Brazil.
But it’s not just affluent Indians who are craving for chocolates,
although they still comprise nearly 80% of country’s chocolate sales,
according to Technopak, a retail consultancy. Lured by smaller, more
affordable offerings, the rural hinterland and tier 2 and 3 cities—still
dominated by traditional Indian sweets—are developing quite a sweet
tooth.
Overall, India’s per-capita spending on confectionery is tiny—and that
means there’s plenty of room for growth.
Product play
In as early as1998, India’s largest chocolate maker, Mondelēz—earlier
called Cadbury—introduced chocolate packets that cost as low as Rs5.

14
This was mainly to persuade non-users to try the products and to
penetrate into rural areas.
At the other end of the market, Mondelēz is also expanding its range
of premium chocolates for an urban clientele with a more international
palette.
According to Prashant Peres, director, marketing (chocolates) at
Mondelez India, to keep up with the growing demand in the premium
segment, the company has introduced new products in recent months.
“With product and packaging innovations like our various home treat
packs, we are also focusing on creating new consumption occasions in
the mainstream segment,” Peres told Quartz in an email.
Alongside, the traditional notion that chocolates are meant only for
children is also changing.
“Previously chocolates were predominantly seen as a confectionary
product for children, which also limited their consumption. However,
market leader Cadbury’s (Mondelez) has focussed on growing
chocolate consumption by adults, for gifting as well as a celebratory
consumption instead of traditional sweets,” said Devangshu Dutta,
chief executive of Third Eyesight, a retail consultancy.
Italy’s Ferrero Spa—makers of the popular Kinder Joy chocolates,
Nutella chocolate spread, Ferrero Rocher chocolates and Tic Tac

15
mints—has seen its revenue shoot up in India. In 2014, the company’s
sales in India rose 76% to Rs1,014 crore ($160 million) and it posted
its first-ever profit of Rs12 lakh ($18,931).
Such numbers have enticed others to join India’s chocolate craze. In
March this year, Mars International India, a subsidiary of the
American Mars Inc, announced that it will invest Rs1,005 crore ($159
million) in a new factory in Pune in Maharashtra. The plant will make
brands like Snickers and Galaxy.
Factors such as rising cocoa prices and lack of supply-chain
infrastructure in India have not exactly dampened the enthusiasm of
chocolate makers.
“The chocolate industry in India is growing at nearly 20% every
year,” MV Natarajan, general manager, Mars International India, said
in a statement, “and we see this as a huge opportunity to expand our
chocolate portfolio in the country in the coming years.”
For India’s chocolate makers and lovers alike, the fun has just begun.

17
COMPANY PROFILE
NESTLE
Nestle India
Nestle India is a subsidiary of Nestle the Switzerland. The company
insists on honesty, integrity and fairness in all aspects of its business
and expects the same in its relationships
Nestle India- Presence across India
Beginning with its first investment in Mega in 1961, Nestlé’s regular
and substantial investments established that it was here to stay. In
1967, Nestlé set up its next factory at Chiliad (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, Nestle
commissioned two factories in Goa at Panda and Bicholim
respectively. Nestlé India is now putting up the 7th factory at Pant
Nagar in Uttaranchal

18
Nestle’ Story
Nestlé was founded in 1867 on the shores of Lake Geneva in Vesey,
Switzerland and its first product was “Farina Lacteal Nestle , an infant
cereal specially formulated by Henri.
Nestle to provide and improve infant nutrition. From its first historic
merger with the Anglo-Swiss Condensed Milk Company in 1905,
grown to become the world’s largest and most diversified food
Company, and is about twice the size of its nearest competitor in the
food and beverage sector.
Nestle’s trademark of birds in a nest, derived from Henri Nestle’s
personal coat of arms, evokes the values upon which he founded his
Company such as the values of security, maternity and affection,
nature and nourishment, family and tradition. Today, it is not only the
central element of Nestlé’s corporate identity but serves to define the
Company’s products, responsibilities, business practices, ethics
and goals.
In 2004 Nestle had around 247000 employees worldwide, operated
500 factories in approx. 100 countries and offered over 8,000 product
to millions of consumers universally.
The Company’s transparent business practices, pioneering and
environment policy and respect for the fundamental values of different
cultures have earned it an enviable place in the countries it operates in.

19
Nestlé’s activities contribute to and nurture the sustainable economic
development of people, communities and nations. Above all, Nestlé is
dedicated to bringing the joy of ‘Good Food, Good Life’ to people
throughout their lives, throughout the world.
Nestle’ Brands
Milk Products and Nutrition
Beverage
Prepared Dishes and Cooking Aids
Chocolates and Confectionary

21
COMPANY OVERVIEW OF CADBURY INDIA
Cadbury began its operations in 1948 by importing chocolates and
then re-packing them before distribution in the Indian market. After
59 years of existence, it today has five company owned manufacturing
facilities at:-
Thane, Induri (Pune) and Malanpur (Gwalior),
Bangalore and Bade (Himachal Pradesh) and
sales 0ffices (New Delhi ,Mumbai ,Kolkata 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.
Cadbury brand share in the world! Their flagship brand Dairy Milk is
considered the "gold standard" for chocolates in India. The pure taste
of CDM defines the chocolate taste for the Indian consumer.

22
In the Milk Food drinks segment their main product is Bournvita- the
leading Malted Food Drink (MFD) in the country. Similarly in the
medicated candy category Halls is the undisputed leader. The Cadbury
India Brand Strategy has received consistent support through simple
but imaginative extensions to product categories and distribution. A
good example of this is the development of Bytes. Crispy wafers filled
with coca cream in the form of a bagged snack, Bytes is positioned as
"The new concept of sweet snacking". It delivers the taste of chocolate
in the form of a light snack, and thus heralds the entry of Cadbury
India in to the growing bagged Snack Market, which has been
dominated until now by Salted Bagged Snack Brands. Bytes was first
launched in South India in 2003.Since 1965 Cadbury has also
pioneered the development of cocoa cultivation in India. For over two
decades, it has worked with the Kerala Agriculture University to
undertake cocoa research and released clones, hybrids that improve
the cocoa yield. Today, Cadbury is poised in its leap towards quantum
growth and new categories of business namely gums ,mints ,snacking
and gifting .No.1 Confectionery Company. Cadbury is CADBURY
WORLD WIDE the world's largest confectionery company and have
strong regional presence in beverages in the Americas and Australia.
With origins stretching back over 200 years, today their products -
which include brands such as Cadbury, Schweppes, Halls, Trident, Dr
Pepper, Snapple, Trevor, Dentyne, Bubblicious and Bassett - are

23
enjoyed in almost every country around the world. We
employ around 60,00people.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 andchocolate.These two great
household names merged in 1969 to form Cadbury Schweppes plc.
Since then they have expanded their business throughout the world by
a programmed 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 Mott's, Canada Dry, Halls,
Trident, Dentyne, Bubblicious, Trevor, Bassett, Dr Pepper, 7 Up and
Snapple.-It employ 60,000 people in over 200 countries-
Worlds No 1 Confectionery company
World's No 2 Gums company
World's No 3 beverage company
Cadbury Brands:
Chocolates
Snacks
Beverages
Candy

26
REVIEW OF LITERATURE
Dr.Shendge (2012) on his study “A Comparative Study of Consumer
Preference towards Cadbury and Nestle Chocolates with Special
Reference to Navi Peth Area in Solapur City” viewed that Chocolate
is liked and eaten by all age group of people
Attiya Kanwal (2011) on his study “Consumer preference of
International brands over local brands” aimed at determining
consumer preference of international brands instead if national or local
brands. Consumer evaluates products based on information cues,
which are intrinsic and extrinsic. If a consumer is satisfied with a
product, he will buy it again, become loyal and over time develop a
relationship with the brand. There are various factors which influence
consumer purchase decision. The price of a brand plays a fundamental
role in the consumer’s choice of brand. If a brand is priced too high
then a consumer will avoid it. The price of a brand is an indication of
the quality of the brand as well. The country of origin of products is
another cue used as a sign of quality of a product. Products from
developed countries are perceived to be of better quality. Other factors
include fashion, family and friends, brand name, availability,
advertising campaigns etc. The sample for this research is taken from
Islamabad and Rawalpindi. Simple random sampling was the
technique used and the sample size was 100. Data collected for
research was through a questionnaire, which was distributed among

27
both males and females of various age groups and income levels.
Calculations were then analyzed and interpreted using percentage of
respondents and frequency distribution.
Consumers are seen to give preference to international brands if asked
to choose between an international brand and a national brand.
Consumers regard international brands to be of better quality, more
durable and reliable. Furthermore, they are more price and quality
conscious and not very brand loyal. Local companies need to
emphasize on the quality of their products in advertisements and their
advertisements need to be more targeted and up-beat to attract the
younger market segment.
Usha.V (2007) in her study “A Study on Buying Behavior of
Consumers towards Instant Food Products in Kolar District” stated
that In India, majority of food consumption is still at home.
Nevertheless, out-of-home food consumption is increasing due to
increase in urbanization, breaking up of the traditional joint family
system, desire for quality, time which translates into an increased need
for convenience, increasing number of working women, rise in per
capita income, changing lifestyles and increasing level of affluence in
the middle income group had brought about changes in food habits.

28
Hence, Instant Food Products came into light, which originated in
Japan with Instant noodles and had its beginning in India in 80’s, are
found today in the kitchen shelves of every Indian household. The
advancement of science and technology offered the people new foods
processing vessels, equipment and tools but still people were in search
of new techniques to speed up the cooking process in order to cope up
with mechanical life, as they do not have sufficient time to cook food
in the conventional methods. Capitalizing this situation, business
houses ranging from small time manufactures to multinational
corporations have started innovating and commercializing “easy to
cook food items” like noodles, vermicelli, gulab jamun, instant idli,
vada, dosa mix etc. that are otherwise called instant. The instant food
products are not only easy to cook but also have a significant role and
place in the celebration of the family functions and religious functions
of the people.

31
Research is a logical and systematic search for new and useful
information on a particular topic. Research is a process used to collect
information and data for the purpose of making business decisions.
The methodology may include publication research, interviews,
surveys and other research techniques, and could include both present
and historical information.
Research Methodology is a way to find out the result of a given
problem on a specific matter or problem that is also referred as
research problem. In Methodology, researcher uses different criteria
for solving/searching the given research problem. Different sources
use different type of methods for solving the problem. If we think
about the word “Methodology”, it is the way of searching or solving
the research problem.
Scope of the study
The scope of my study restricts itself to the analysis of consumer
preferences, perception and consumption of Cadbury and Nestle
Chocolates. There are many other brands of chocolates available but
my study is limited to two major players of chocolates leaving behind
the others. The scope of the study is also restricts to Kanpur only

32
Objective of the study
The main objectives of the study are to:
 To study the consumer behavior regarding Cadbury and nestle
 To identify different factors which affects the purchasing
decisions of chocolate buyers?
 To study whether age factor has significant effect on buying
behavior of chocolates or not
Hypothesis –1
Age of respondence –
Ho : Age has no significent effect on buying behaviour of chocolates
H1 : Age has significent effect on buying behaviour of chocolates
Sampling Frame: All the customers who buy Cadbury chocolates and
Nestle chocolates
Sample size : A sample of 100 people was taken on the basis of the
formula calculation. The actual consumers will be contacted on the
basis of random sampling. The target people will be anyone who eats
Cadbury or nestle chocolate only.

33
Survey design: Descriptive Research: Descriptive research includes
surveys and fact – finding enquires of different kinds. The major
purpose of descriptive research is description of the state of affairs as
it exists at present.
Sampling method: Random sampling is used.
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 would be collected directly from
respondents with the help of questionnaires,
This survey is divided into two parts –
1-related to the age, gender, income etc
2-related to the packing, promotional offers media of
advertisements etc
 Secondary Source: The secondary data would be collected from
internet, References from Library.

34
Statistical tools: Percentage have been calculated to analyse the data,
Table and graphs are used to depict the data. Correlation has been
used to find out the correlation between age and buying behaviour of
chocolates. Standard error

36
Analysis
1- DIFFERENT AGE GROUPS
According to the above analysis it is concluded that 100 respondents
out of which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30,
above 30 respectively

37
2 - LIKING FOR THE CHOCOLATES
From the above analysis of the given sample of 100 respondents it is
concluded that out of 100 people 95 people likes to eat chocolate
while only 5 people don’t prefer to eat chocolates.

38
3- BRAND PREFERENCE.
From the above analysis of given sample of 95 respondents who eat
chocolates it is concluded that only 22 people prefer to eat Nestle
chocolates while 73 people likes to eat Cadbury chocolates.

39
5-PACK OF CHOCOLATES PREFERED
According to the above analysis it is concluded that out of sample of
95 people who eat chocolates likes to buy big pack(48). Family pack
is mostly preferred by aged people only.

40
6 - PROMOTIONAL OFFERS
According to the above analysis it is concluded that out of sample of
95 people who eat chocolates 52 are attracted by free gifts, 23 by price
offers while 20 were attracted by some other reasons like free
chocolates.

41
7 - FREQUENCY OF CONSUMPTION
According to the above analysis it is concluded that mostly people
purchase chocolates weekly. Only 5 out of 95 respondents purchase
chocolates quarterly

42
8 - REASONABLE PRICE
According to the above analysis it is concluded that the consumer
thinks 10-20 Rs is the reasonable price of a chocolate. So it must be
worthwhile to know this as it may affect the sale of chocolates

43
9 - CONSUMER’S BRAND LOYALTY
According to the above analysis it is concluded that mostly people are
loyal to the brands and in the absence of availability of their preferred
brand most of the people like to search for it or they are ready to
postpone their purchase.

44
10 - Reaction of consumers if new brand is introduced
According to the above analysis it is concluded that mostly people are
addicted to the same flavour or taste and they don’t want to change it
as out of 95 respondents 35 are not ready to try new brand at any cost.

45
11- Preference of different brands of Nestle chocolates
Sub brands No. of respondent’s p
Kit Kat 17 h
Munch 19
Milky bar 18 j
Bar one 15
Milk chocolates 11 m
Nestle chocolates its concluded that mostly all sub-brands are
purchased by people but top most is Munch followed by Milky Bar
and Kit Kat. While surveying we have found that many people are not
aware of Milk Chocolate

46
12 – Preference of different brands of Cadbury chocolates.
sub brands No. of respondent’s
dairy milk 69
5 star 64
Perk 61
celebration 49
temptations 41
Cadbury chocolates it is concluded that mostly people has purchased
Dairy Milk sub-brand of Cadbury while Temptation is least purchased
by the people.

47
13-Are you satisfy with the Cadbury chocolates.
Yes-70
No -3
With the help of this chart it is clear that most of the consumers are
satisfied with Cadbury products. It is also clear that consumers
experience with Cadbury is excellent
0
10
20
30
40
50
60
70
yes no
no
yes

48
14-Are you satisfy with the nestle chocolates
Yes-20
No-2
With the help of this chart it is clear that most of the consumers are
satisfied with nestle products. It is also clear that consumers
experience with nestle is excellent
0
5
10
15
20
25
yes no
no
yes

49
TESTING OF HYPOTHESIS
Age of respondents –
Ho : Age has no significant effect on buying behaviour of chocolates
H1 : Age has significant effect on buying behaviour of chocolates
X= 60/4 = 15
Y= 95/4=23.7
r= €dxdy
√€dx2X€dy2
r= 180 = 0.418
√200x925.6
There is moderate degree of positive correlation as it lies between.25 and .75
Age
group
x Y dx(x=15) dx2 dy(y=23.7) dy2 dxX
dy
0-10 5 12 -10 100 -11.7 136.8 117
10-20 15 43 0 0 23.7 561.6 0
20-30 25 30 10 100 6.3 39.6 63
Above
30
15 10 0 0 -13.7 187.6 0
total 60 95 200 925.6 180

50
ẍ=£fx/£f
= 1805 = 19
95
σ = €fd2
€f
σ = √6,680 = 8.35
95
SEx = σ
√N
= 8.35 = 0.57
√95
Age
group
X F fx d=x-ẍ d2 fd2
o-10 5 12 60 -14 196 2352
10-20 15 43 645 -4 16 688
20-30 25 30 750 6 36 1080
Above
30
35 10 350 16 256 2560
total 60 95 1805 6680

51
The standard error of mean 0.57 is less than 1.96nat 5% level of
singnificance.Thus Ho is accepted and H1 is rejected.This implies age
has no singnificant effect on buying behaviour of chocolates

53
MAJOR FINDINGS OF THE STUDY
 Customers are brand conscious. They prefer branded chocolates
in comparison to local chocolates.
 There high impact of advertisement on consumers
 Out of 100 respondents 95 respondents like eat chocolates
 The market survey shows CADBURY is dominating over
NESTLE in terms of sale.
 Most selling Cadbury product is Dairy milk
 Most selling Nestle product is Munch
 Consumers are very conscious about the quality of the product in
that matter they are ready to compromise and both company
product are very qualitative
 In some case it was found that if a particular type of chocolate is
not available in the market the some consumer would to
switchover to another product and brand
Reasons for not switching over to other brands:-
 All the consumers are not willing to switch over other brand
because of following reasons
 Taste/Flavour
 Brand
 Image
 Quality

54
SUGGESTIONS
 Company should concentrate more on television for
advertisement, all most all people get attracted through this
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.
 Nestle should expand its promotional activities during the time
of religious festivals like Diwali.
 Both the company should take feedback from customers
 Nestle should also introduced some new products to increase its
sale.

55
CONCLUSION
On the basis of analysis, it is clear that the Customers’ taste &
preference is increasing towards the CADBURY branded products.
Due to sincerity & responsiveness, people have to become aware for
quality. The study shows if the best quality is provided by the
companies then price is not important for customers. Company should
provide better quality of products.
Today, Nation is passing through a phase of rapid transformation.
Two forces are most responsible for these types of drastic
changes; they are explosive growth of trade & international
competition & other force like technological change. This new era has
witnessed remarkable advancement in the availability of information
& a number of large companies operations in such market where the
principal of natural selection lead to the “Survival of the Fittest.”
These two companies Cadbury and Nestle have to improve a lot by
providing new range of chocolates, attractive packing and better
promotional offers during festive season to withstand international
companies.

56
LIMITATIONS OF THE STUDY
In attempt to make this project authentic and reliable, every possible
aspect of the topic was kept in mind. Nevertheless, despite of fact
constraints were at play during the formulation of this project. The
main limitations are as follows.
 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

58
Personal Profile:-
o Name :
o Address :
o Age :
Between 0-10
Between10-20
Between 20-30
Above 30
o Gender : Male Female
5- Educational Qualification:
Profession :
Que1. Do you eat chocolate?
o Yes
o No
Que2. Which brand of chocolate do you prefer?
o Cadbury
o Nestle

59
Que3. Which sub-brand you have purchased?
Cadbury Nestle
Dairy Milk Kit Kat
5Star Munch
Perk Milky Bar
Celebrations Bar-One
Temptation Milk Chocolate
Que4. Rank the sub-brands of chocolates according to your
preference? (1 for most preferred)
Cadbury Nestle
Dairy Milk Kit Kat
5Star Munch
Perk Milky Bar
Celebrations Bar-One
Temptation Milk Chocolate

60
Que5. Which form of a chocolate do you like?
Hard Nuttiest
Crunchy Chew
Que6. What pack do you purchase?
Small
Big
Family Pack
Que7. Which promotional offers attract you most?
Free gifts
Price Offer
Any other: _______________
Que8. How frequently do you purchase chocolates?
Once in a fortnight
Daily
Weekly
Monthly
Quarterly

61
Que9. What according to you is the reasonable price of chocolate?
o Below5
o 5-10
o 10-20
o 20-30
o Above 30
10-Are you satisfied with the CADBURY & its services?
a> Yes b> No
12-Are you satisfied with the NESTLE & its services?
a> Yes b> No
13- . If your preferred brand is not available for repeat purchase then
what will you do?
o Postpone your purchase
o Switch over to other brand
o Go to the other shop to search for your preferred brand

62
14- If another brand of the same product appears in the market, will
you prefer to stop buying this brand and buy the new brand?
o No, not at all
o I may consider
o No, I shall not
o can’t say

63
BIBLIOGRAHY
 http://www.cadburyindia.com/
 http://www.nestle.com/
 http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
 http://www.google.com/
 http://www.cadbury.co.nz/carnival/index.htm
 http://www.packaging/
 http://www.chocolatereview.co.uk/
 http://en.wikipedia.org/wiki/preference

CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES

More Related Content

What's hot

Similar to CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES

Recently uploaded

CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES