Professional Documents
Culture Documents
PROJECT REPORT
Project report submitted in partial fulfilment of the requirement of South Asia University for the award of the degree of
NAME ENROLLMENT NO
: :
CERTIFICATE
This is to certify that project entitled THE STUDY OF CONSUMER BEHAVIOUR TOWARDS CADBURY AND NESTLE CHOCOLATES GOVIND (ENROLLMENT NO : SAA04F143ELB1HA3) is submitted by VIKASH GEMS B SCHOOL,
PONDICHERRY in partial fulfilment of the fourth trimester Requirement in Research Methodology for the award of the degree Master of Business Administration and is certified to be an original and bonafide work.
PLACE : DATE :
Guide Signature
ACKNOWLEDGEMENT
I am indebted to all powerful almighty God for all the blessings he showered on me and for being with me throughout the study. I also express with great pleasure and sincerity to record my thanks, gratitude and honour to Mr. L. Alphonse Liguori-Managing Director, Mr. M. Tamijuddin-Director Academics, for their valuable advice and for timely help concerning various aspects of project. I place on record my sincere gratitude and appreciation to my project guide Mrs. Sangeetha A for his kind co-operation and guidance which enable me to Complete this project. I take this opportunity to dedicate my project to our loving faculty
Mrs.Sangeetha A who was a constant source of motivation and I express my deep gratitude for his never ending support and encouragement during this project. Finally I thank each and every one who helped me to complete this project.
DATE :
VIKASH GOVIND
EXECUTIVE SUMMARY
In this research I have survey the product performance and buying behaviour of two famous brands of chocolates Nestle and Cadbury, which are consumed by people of all ages. During this research I have interacted with people. After this research I came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. I also came to know which particular brand of chocolate is most preferred by people of different age groups. In this research I have surveyed that how frequently and how much chocolate they consume, whether they buy small, big or family pack. Trend of ongoing changes in their likings has been shown in the report. In this report I have tried to explain the entire research and facts product wise.
CHAPTERS
TITLE
ACKNOWLEDGEMENT
4
PAGE
3
6 8
CHAPTER-2 HISTORY OF CHOCOLATE AND COMPANY PROFILE 2.1 2.2 CHOCOLATE PRODUCTION CONSUMTION OF CHOCOLATE IN INDIA NESTLES PROFILE CADBURYS PROFILE RESEARCH DESIGN 3.1 3.2 3.3 3.4 3.5 CHAPTER-4 CHAPTER-5 NEED OF THE STUDY OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY PERIOD OF THE STUDY LIMITATIONS OF THE STUDY FINDINGS & ANALYSIS CONCLUSIONS AND SUGGESTIONS BIBLIOGRAPHY
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36 62
CHAPTER 1
5
INTRODUCTION
INTRODUCTION
In this research I have survey the product performance and buying behavior of two famous brands of chocolates Nestle and Cadbury, which are consumed by people of all ages. During this research I have interacted with people. After this research I came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc. I also came to know which particular brand of chocolate is most preferred by people of different age groups. In this research I have surveyed that how frequently and how much chocolate they consume, whether they buy small, big or family pack. Trend of ongoing changes in their likings has been shown in the report. In this report I have tried to explain the entire research and facts product wise.
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 buyers beware or when the market was mainly the sellers market. Now the whole concept of consumers sovereignty prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, consumer is the supreme in the market. As consumers, we play a very vital role in the health of the economy local, national or international. The decision we make concerning our consumption behavior affect the demand 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" between alternatives and the possibility of rank ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they
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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.
Chocolate
The very word makes your mouth water. Chocolate is more than just a food: its a state of mind.
History of chocolate:
The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central America, who first enjoyed chocolati a much-prized spicy drink made from roasted cocoa beans. Throughout its history, whether as cocoa or drinking chocolate beverage or confectionary treat, chocolate has been a much sought after food.
Don Cortes
The Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a powerful empire, and the Spanish armies conquered Mexico. Don Cortes was made captain general and governor of Mexico. When he returned to Spain in1528 he loaded his galleons with cocoa beans and equipment for making the chocolate drink. Soon chocolate became a fashionable drink enjoyed by the rich in Spain.
Drinking chocolate
The secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 of Spain married king Louis 13 of France
The French court enthusiastically adopted this new exotic drink, which was considered to have medicinal benefits as well as being a nourishing food. Gradually the custom of drinking chocolate spread across Europe, reaching England in the 1650s
History:
The earliest record of chocolate was over fifteen hundred years ago in the central America rain forests, where the tropical mix of high rain fall combined with high year round temperatures and humidity provide the ideal climate for cultivation of the plant from which chocolate is derived, the cacao tree. Chocolate is made from the cocoa bean, found in pods growing from the trunk and lower branches of the cacao tree, Latin name theobroma cacao meaning food of the gods Cacao was corrupted into the more familiar cocoa by the early European explorers. The Maya brewed a spicy, bittersweet drink by roasting and pounding the seeds of the cacao tree with maize and capsicum peppers and letting the mixture ferment. This drink was reserved for use in ceremonies as well as for drinking by the wealthy and religious elite; they also ate cacao porridge. The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from the raw beans, which again featured prominently in ritual and as a luxury available only to the very wealthy. The Aztecs called this drink xocolatl, the Spanish conquistadors found this almost impossible to pronounce and so corrupted it to the easier chocolat the English further changed this to chocolate. The Aztecs regarded chocolate as an aphrodisiac and their emperor, Montezuma reputedly drank it fifty times a day from a golden goblet and is quoted as saying of xocolatl: the divine drink, which builds up resistance and fights fatigue. A cup of this precious drink permits a man to walk for a whole day without food
Chocolate in Europe
Xocolatl! or chocolat or chocolate as it became known, was brought to Europe by Cortez, by this time the conquistadors had learned to make the drink more palatable to European tastes by mixing the 10
ground roasted beans with sugar and vanilla ( a practice still continued today), thus offsetting the spicy bitterness of the brew the Aztecs drank. The first chocolate factories opened in Spain, where the dried fermented beans brought back from the new world by the Spanish treasure fleets were roasted and ground, and by the early 17 th century chocolate powder from which the European version of the drink was made- was being exported to other parts of Europe. The Spanish kept the source of the drink- the beans- a secret for many years, so successfully in fact, that when English buccaneers boarded what they thought was a Spanish treasurer galleon in 1579, only to find it loaded with what appeared to be dried sheeps droppings, they burned the whole ship in frustration. If only they had known, chocolate was so expensive at that time, that it was worth its weight in silver ( if not gold), chocolate was treasure indeed ! Within a few years, the cocoa beverage made from the powder produced in Spain had become popular throughout Europe, in the Spanish Netherlands, Italy, France, Germany and in about 1520 it arrived in England. The first chocolate house in England opened in London in 1657 followed rapidly by many others. Like the already well established coffee houses, they were used as clubs where the wealthy and business community met to smoke a clay pipe of tobacco, conduct business and socialize over a cup of chocolate.
The Quakers
The Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans of English civil war and pilgrim fathers fame and a history of chocolate would not be complete without mentioning their part in it. Some of the most famous names in chocolate were Quakers, who for centuries held a virtual monopoly of chocolate making in the English speaking world fry, Cadbury and row tree are probably the best known. Its probably before the time of the English civil war between parliament and king Charles 1st that the Quakers who evolved from the puritans, first began their historic association with chocolate. Because of their pacifist religion, they were prohibited from many normal business activities, so as an industrious people with a strong belief in the work ethic (like the puritans), they involved themselves 11
in food related businesses and did very well. Baking was a common occupation for them because bread was regarded as the biblical staff of life, and bakers in England were the first to add chocolate to cakes so it would be a natural progression for them to start making pure chocolate. They were also heavily involved in breakfast cereals but thats another story. What is certain is that the fry, row tree and Cadbury families in England among others, began chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol, England) is credited with producing and selling the worlds first chocolate bar. Frys have now all but disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle, to form the largest chocolate manufacturer in the world. Cadbury have stayed with chocolate production and are now, if not quite the largest, probably one of the best-known chocolate makers in the world.
Chocolate as we know it
The first mention of chocolate being eaten in solid form is when bakers in England began adding cocoa powder to cakes in the mid 1600s. Then in 1828 a Dutch chemist, Johannes van houten, invented a method of extracting the bitter tasting fat or cocoa butter from the roasted ground beans, his aim was to make the drink smoother and more palatable, however he unknowingly paved the way for solid chocolate as we know it. Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to produce the first solid chocolate bar then in1875 a Swiss manufacturer, Daniel peters, found a way to combine (some would say improve, some would say ruin) cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate.
The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This is why, up to the 18th century some native tribes ate only the sweetish
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flesh of the cocoa fruit. They regarded the precious bean as waste or used it, as was the case among the Aztecs, as a form of currency.
TheVarieties
There are two quite different basic classifications of cocoa, under which practically all varieties can be categorised: Criollo and Forastero cocoas. The pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. The seeds are of finer quality than those of the Forastero variety. They have a particularly fine, mild aroma and are, therefore, used only in the production of high-quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the world crop. The remaining 90% is harvested from trees of the Forastero family, with its many hybrids and varieties. The main growing area is West Africa. The cocoa tree can flourish only in the hottest regions of the world.
TheHarvest
Immediately after harvesting, the fruit is treated to prevent it from rotting. At fermentation sites either in the plantation or at, collecting points, the fruit is opened.
Fermentation
The fermentation process is decisive in the production of high quality raw cocoa. The technique varies depending on the growing region.
Drying
After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of this has to be removed. What could be more natural than to spread the beans out to dry on the sun-soaked ground or on mats? After a week or so, all but a small percentage of the water has evaporated.
Cleaning
Before the real processing begins, the raw cocoa is thoroughly cleaned by
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passing through sieves, and by brushing. Finally, the last vestiges of wood, jute fibres, sand and even the finest dust are extracted by powerful vacuum equipment.
Roasting
The subsequent roasting process is primarily designed to develop the aroma. The entire roasting process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 C, is carried out automatically.
Crushingandshelling
The roasted beans are now broken into medium sized pieces in the crushing machine.
Blending
Before grinding, the crushed beans are weighed and blended according to special recipes. The secret of every chocolate factory lies in the special mixing ratios, which it has developed for different types of cocoa.
Grinding
The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling equipment and then fed on to rollers where they are ground into a fine paste. The heat generated by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean) contained in the beans to melt, producing a thick, liquid mixture. This is dark brown in color with a characteristic, strong odour. During cooling it gradually sets: this is the cocoa paste. At this point the production process divides into two paths, but which soon join again. A part of the cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes through various blending and refining processes, during which some of the cocoa butter is added to it. The two paths have rejoined.
CocoaButter
The cocoa butter has important functions. It not only forms part of every recipe, but it also later gives the chocolate its fine structure, beautiful lustre and delicate, attractive glaze.
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Cocoa Powder
After the cocoa butter has left the press; cocoa cakes are left which still contain a 10 to 20% proportion of fat depending on the intensity of compression. These cakes are crushed again, ground to powder and finely sifted in several stages and we obtain a dark, strongly aromatic powder, which is excellent for the preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk are the four basic ingredients for making chocolate. By blending them in accordance with specific recipes the three types of chocolate are obtained which form the basis of ever product assortment, namely:
Kneading
In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and kneaded.
Rolling
Depending on the design of the rolling mills, three or five vertically mounted steel rollers rotate in opposite directions. Under heavy pressure they pulverise the tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One micron is a thousandth part of a millimetre.)
Conching
But still the chocolate paste is not smooth enough to satisfy our palates. But within two or three days all that will have been put right. For during this period the chocolate paste will be refined to such an extent in the conches that it will flatter even the most discriminating palate. Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 C and, while being constantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter taste gradually disappears and the flavor is fully developed. The
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chocolate no longer seems sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity, which gives it its reputation.
consumer base. Leading players like Cadbury and Nestle have been attempting to do this by value for money offerings, which are affordable to the masses.
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Nestle Story
Nestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first product was Farine Lacte Nestl, an infant cereal specially formulated by Henri Nestl to provide and improve infant nutrition. From its first historic merger with the Anglo-Swiss Condensed Milk Company in 1905, Nestl has grown to become the worlds largest and most diversified food Company, and is about twice the size of its nearest competitor food and beverage sector. in the
Nestls trademark of birds in a nest, derived from Henri Nestls personal coat of arms, evokes the values upon which he founded his Company. Namely, the values of
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security, maternity and affection, nature and nourishment, family and tradition. Today, it is not only the central element of Nestls corporate identity but serves to define the Companys products, responsibilities, business practices, ethics and goals. In 2004, Nestl had around 247,000 employees worldwide, operated 500 factories in approx. 100 countries and offered over 8,000 products to millions of consumers universally. The Companys transparent business practices, pioneering environment policy and respect for the fundamental values of different cultures have earned it an enviable place in the countries it operates in. Nestls activities contribute to and nurture the sustainable economic development of people, communities and nations. Above all, Nestl is dedicated to bringing the joy of Good Food, Good Life to people throughout their lives, throughout the world.
Nestle Brands
Milk Products & Nutrition Beverages Prepared Dishes and Cooking Aids Chocolates & Confectionary
NESTL MILKMAID
NESTL Milk
BEVERAGES:
NESCAF CLASSIC NESCAF SUNRISE NESTL MILO NESCAF 3 in 1 NESCAF Koolerz
NESTLEKITKAT
are crisp wafer fingers covered with choco layer. NESTL KIT KAT has a unique finger format with a breaking' ritual attached to it.
NESTL KIT KAT is one of the most successful brands in the world and every year over 12 billion NESTL KIT KAT fingers are consumed around the globe.
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NESTLE MUNCH
NESTL MUNCH is wafer layer covered with delicious choco layer. NESTL MUNCH is so crisp, light and irresistible that you just can't stop Munching.' NESTL MUNCH is the largest selling SKU in the category!
NESTLE MILKY BAR:
NESTL MILKYBAR is a delicious milky treat, which kids love. Relaunched in January 2006 with a Calcium Rich recipe, NESTL MILKYBAR is a favorite with parents to treat their kids with.
NESTLE BAR-ONE
is a luscious nougat and caramel with delicious choco layer. NESTL BAR-ONE constantly reminds you that it is Time for Action'. NESTLE Milk Chocolate:
NESTL Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it!
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John Cadbury
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Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today's standards this chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for public tastes.
There was a great deal of competition from continental manufacturers, not only the French,but also the Swiss, renowned for their milk chocolate. Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. A considerable amount of time and money was spent on research and on new plant designed to produce the chocolate in larger quantities. A recipe was formulated incorporating fresh milk, and production processes were developed to produce a milk chocolate 'not merely as good as, but better than' the imported milk chocolate'. Four years of hard work were invested in the project and in 1905 what was to be Cadbury's top selling brand was launched. Three names were considered: Jersey, Highland Milk and Dairy Maid. Dairy Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour and smooth creamy texture, was ready to challenge the Swiss domination of the milk chocolate market. By 1913 Dairy Milk had become the company's best selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever since.
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Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks segment their main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution. A good example of this is the development of Bytes. Crispy wafers filled with coca cream in the form of a bagged snack, Bytes is positioned as "The new concept of sweet snacking". It delivers the taste of chocolate in the form of a light snack, and thus heralds the entry of Cadbury India into the growing bagged Snack Market, which has been dominated until now by Salted Bagged Snack Brands. Bytes was first launched in South India in 2003.
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Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, it has worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Today, Cadbury is poised in its leap towards quantum growth and new categories of business, namely gums, mints, snacking and gifting. It is a part of the Cadbury Schweppes Group, world's No.1 Confectionery Company.
Cadbury Brands:
Chocolates Snacks Beverages Candy SNACKS: Bytes BEVERAGES Bournvita CANDY Halls
CHOCOLATES Dairy Milk 5 Star Perk Celebrations Temptation Eclairs Gems DAIRY MILK
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The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948. The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
5 STAR
the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves from strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience. One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour. And through the passage of time, this was one property that both, the brand and the consumer stuck to as a valuable association. More recently, to give consumers another reason to come into the Cadbury 5 Star fold, Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now available with a dash of rice crispies.
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PERK
Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers.
With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible
CELEBRATIONS
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry- fruits during festive seasons.
Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk
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chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and caramels. The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours. TEMPTATION
Cadbury Jamaica.
Temptations
is
range
of
delicious
premium
chocolate
in
five
flavors variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old
CHAPTER 3
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RESEARCH DESIGN
NEED OF THE STUDY OBJECTIVES OF THE STUDY PERIOD OF THE STUDY RESEARCH METHODOLOGY LIMITATIONS OF THE STUDY
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The other objective is to know about the customer satisfaction level associated with the product and the customer preference level. To increase customer satisfaction and recapture the market share by fulfilling the customer needs. To study the factors affecting the consumption pattern.
Survey design:
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The study is a cross sectional study because the data were collected at a single point of time. For the purpose of present study a related sample of population was selected on the basis of convenience.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases: Primary Source: The primary data comprises information survey of Comparative study of consumer behavior towards Nestle and Cadbury chocolates. The data has been collected directly from respondent with the help of structured questionnaires. Secondary Source: The secondary data was collected from internet, References from Library.
Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques. The technique that I have used is bar technique.
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No 5
100 80 60 40 20 0
Number of Persons
95
Yes No
5
Response 1
Chart:1
From the above analysis of the given sample of 100 respondents it is concluded that out of 100 people 95 people likes to eat chocolate while only 5 people dont prefer to eat chocolate.
Table:2
AGE GROUPS NUMBER OF RESPONDENTS 0-10 14 10-20 42 20-30 33 ABOVE 30 11
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AGE GROUPS
NUMBER OF RESPONDENTS 50 40 30 20 10 0 42 14
33 0-10 11 10 to 20 20 to 30 Above 30
1 AGE GROUPS
Chart:2 According to the above analysis it is concluded that I have surveyed 100 respondents out of which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.
Table:3
AGE GROUPS
BRANDS CADBURY NESTLE NO CONSUMTION 0-10 7 5 2 10-20 35 6 1 20-30 24 8 1 ABOVE 30 5 5 1
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Chart:3 According to the above analysis it is concluded that people of different age groups prefer mostly Cadbury brand of chocolate while Nestle brand is least preferred by the age group between 10-20. People of age group above 30 equally likes to have both brands.
BRAND PREFERENCE
Table:4
BRANDS
PREFERENCE BY CONSUMERS
73 22
CADBURY NESTLE
38
Brand Preference
80
No. of Persons
73 Cadbury Nestle
60 40 20 0 1 Chocolate Brands 22
Chart:4
From the above analysis of given sample of 93 respondents who eat chocolates it is concluded that only 22 people prefer to eat Nestle chocolates while 73 people likes to eat Cadbury chocolates.
PURCHASE OF CHOCOLATES
Table:5
CADBURY CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS 69 64 61 39
DAIRY MILK
5 STAR PERK
CELEBRATIONS TEMPTATIONS
49 41
Cadbury chocolates Purchased By People
Number of Persons
80 60 40 20 0
69
64
61 49 41
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Chart:5 From the above analysis of given sample of 73 respondents who eat Cadbury chocolates it is concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while Temptation is least purchased by the people.
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Number of Persons
Sub-brands of Nestle Chocolates Kit Kat Munch Milky Bar Bar-One Milk Chocolate
Chart:6 From the above analysis of given sample of 22 respondents who eat Nestle chocolates it is concluded that mostly all sub-brands are purchased by people but top most is Munch followed by Milky Bar and Kit Kat. While surveying we have found that many people are not aware of Milk Chocolate.
9 7
9% 11% 11%
7%
10%
Dairy Milk 5 Star Perk Celebrations Temptation Kit Kat Munch Milky Bar Bar-One Milk Chocolate
Chart:7 From the above analysis it is concluded that overall Dairy Milk is purchased by people followed by 5 Star while Temptation and Milk Chocolate is least purchased by people.
RANKS
1 2 3 4 5
According to the above analysis it is concluded that in Cadbury Brand, Dairy milk is the most preferred sub-brand as it is ranked first by the respondents. While Temptation is the least preferred sub-brand of Cadbury chocolates.
Table:9
SUB- BRANDS
NESTLE CHOCOLATES GRAND AVERAGE TOTAL OF (GRAND TOTAL / No. OF RESPONDANTS) 3.18 2.9 2.95 2.05 1.36 1 3 2 4 5 PREFERENCE 70 64 65 45 30
RANKS
According to the above analysis it is concluded that in Nestle Brand, Munch is the most preferred subbrand as it is ranked first by the respondents. While Milk Chocolate is the least preferred sub-brand of Cadbury chocolates. 43
OVERALL INFLUENCE
Table :10
FACTORS GRAND TOTAL 435 295 391 344 301 354 344 297 268 342 AVERAGE 4.58 3.1 4.12 3.62 3.17 3.73 3.62 3.13 2.82 3.6 RANK 1 9 2 4 7 3 4 8 10 6
FLAVOR/TASTE
PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY
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According to the above analysis it is concluded that on an average mostly people are influenced by flavor/taste followed by quality, brand and image. It is surprised to know that very few people are influenced by price followed by shape of the chocolate.
Table:11 FACTORS GRAND TOTAL 335 235 307 277 231 271 262 224 213 262 AVERAGE 4.6 3.2 4.2 3.79 3.16 3.71 3.59 3.07 2.92 3.59 RANK 1 7 2 3 8 4 5 9 10 5
FLAVOR/TASTE
PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE
QUANTITY
According to the above analysis it is concluded that on an average mostly people are influenced by flavor/taste followed by quality, packaging and brand. Here color and shape are not all influencing people while purchasing Cadbury chocolates.
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Table:12 FACTORS GRAND TOTAL 100 60 84 67 70 83 82 73 55 80 AVERAGE 4.5 2.72 3.82 3.04 3.18 3.77 3.73 3.32 2.5 3.64 RANK 1 5 2 9 8 3 4 7 10 6
FLAVOR/TASTE
PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY
According to the above analysis it is concluded that on an average mostly people are influenced by flavor/taste followed by quality, brand and image. Here packaging and shape are not all influencing people while purchasing Nestle chocolates.
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OVERALL
Table:13
FACTORS GRAND TOTAL 427 337 367 338 332 358 328 332 335 328 AVERAGE 4.81 3.6 3.86 3.56 3.49 3.77 3.45 3.49 3.52 3.45
RANK
1 4 2 5 7 3 9 7 6 9
FLAVOR/TASTE
PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE
QUANTITY
According to the above analysis it is concluded that on an average people are most satisfied with the flavor/taste of a chocolate followed by quality and brand. It is surprising to know that although people are satisfied with quality but unsatisfied with the quantity.
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IN CADBURY CHOCOLATE
Table:14
FACTORS GRAND TOTAL 334 269 282 272 264 282 247 259 258 255 AVERAGE 4.6 3.68 3.86 3.73 3.62 3.86 3.38 3.55 3.53 3.49 RANK 1 5 2 4 6 2 10 7 8 9
FLAVOR/TASTE
PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY
According to the above analysis it is concluded that on an average people are most satisfied with the flavor/taste of a chocolate followed by quality and brand. It is surprising to know that although people are satisfied with quality but unsatisfied with the quantity and image.
IN NESTLE CHOCOLATE
Table:15
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FACTORS
GRAND TOTAL 93 68 85 66 68 76 81 73 77 73
AVERAGE 4.2 3.09 3.86 3 3.09 3.45 3.68 3.32 3.5 3.32
RANK 1 8 2 10 8 5 3 6 4 6
FLAVOR/TASTE
PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY
According to the above analysis it is concluded that on an average people are most satisfied with the flavor/taste of a chocolate followed by quality and image. It is surprising to know that although people are satisfied with quality but unsatisfied with the form and packaging.
FORM PREFERENCE
25 29 20
Form of a Chocolate Prefered by People
40 Number of Consumers 30 20 10 0
33 25
29 20
1 Forms
Chart:8 According to the above analysis it is concluded that most of the people likes to eat hard chocolate and chew form of a chocolate is least preferred.
60 50 40 30 20 10 0
Number of Consumers
1 Pack
Chart:9 According to the above analysis it is concluded that out of sample of 95 people who eat chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.
PROMOTIONAL OFFERS
Table:18 PROMOTIONAL OFFERS FREE GIFTS PRICE OFFER ANY OTHER NUMBER OF RESPONDENTS 52 23 20
51
Effect of Promotional Offers while Purchase Number of Consumers 60 50 40 30 20 10 0 Promotional Offers 1 23 20 FREE GIFTS PRICE OFFER ANY OTHER 52
Chart: 10 According to the above analysis it is concluded that out of sample of 95 people who eat chocolate 52 are attracted by free gifts, 23 by price offers while 20 were attracted by some other reasons.
52
ADVERTISEMENT
80 60 40 20 0
65 25 9
SUGGESTION FROM FRIENDS AND RELATIVES ATTRACTIVE DISPLAY DOCTOR'S ADVICE BRAND AMBASSDORS INGREDIENTS
16 11 15
1 Factors
Chart: 11 According to the above analysis it is concluded that Advertisement is the best measure to attract customers to purchase more. Its impact is much more than other factors. While friends and relatives and brand ambassadors also play a significant role in this regard.
MEDIA OF ADVERTISEMENT
Table:20 MEDIA OF ADVERTISEMENT TELEVISION NEWSPAPERS BROCHURES HOARDING DISPLAY NUMBER OF RESPONDENTS 82 7 3 4 15
53
100 80 60 40 20 0
82
15
Media Of Advertising 1
Chart:12 According to the above analysis it is concluded that television emerges as the best media for advertisement of chocolates that compel consumers to buy. It is much more than other ways as out of 95 respondents 82 are attracted to by through television media while brochures are the least attracting media.
FREQUENCY OF CONSUMPTION
Table:21 FREQUENCY OF CONSUMPTION ONCE IN A FORTNIGHT DAILY WEEKLY MONTHLY QUARTERLY NUMBER OF RESPONDENTS 16 17 39 18 5
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Frequency of Consumption
50
Number of Consumers
40 30 20 10 0
16 17
18
5
Frequency 1 Chart:13
According to the above analysis it is concluded that mostly people purchase chocolates weekly. Only 15 out of 95 purchase chocolates quarterly.
REASONABLE PRICE
Table:22 PRICE OF CHOCOLATE BELOW 5 5-10 10-20 20-30 NUMBER OF RESPONDENTS 6 23 51 4
55
ABOVE 30
11
Number of Consumers
Chart: 14 According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the reasonable price of a chocolate. So it must be worthwhile to know this as it may effect the sale of chocolates.
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Brand Loyalty
Number of consumers
50 40 30 20 10 0
45 26 24
Chart:15 According to the above analysis it is concluded that mostly people are loyal to the brand as in the absence of availability of their preferred brand mostly people like to search for it or they are ready to postpone their purchase.
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40 30 20 10 0
35 27 29
No, Not at all May Consider Shall Not Can't Say
4 1 Reactions
Chart:16 According to the above analysis it is concluded that mostly people are addicted to the same flavor or taste and they dont want to change it as out of 95 respondents 35 are not ready to try new brand at any cost.
CHAPTER 5
FINDINGS
CONSUMER RESEARCH: Consumer research deals with consumer and their problems and solution to the problems. In this I came to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction. PRODUCT RESEARCH:
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Under product research I came to know about the modification which consumers wants as to the quality, packing, shape, color, and quantity etc of their favorite chocolate. PRICING RESEARCH: This includes ability to consume, to pay for the product, how much a person can spend on his/her favorite chocolate. In this I have tried to find out consumers price expectations and reactions. ADVERTISING RESEARCH: Under this I have concluded that whether the advertisement appeals the consumers or not. This also includes evaluating and selecting the proper media-mix and measuring advertising effectiveness.
so they are going towards Kit Kat and Munch of Nestle due to its taste and crunchiness. It is thus concluded from the facts collected that mostly people refer to buy big pack of their favorite chocolate, and sometimes some of them go for small and family pack. SUGGESTIONS AND RECOMMENDATIONS Company should concentrate more on television for advertisement, as mostly people get attracted through television only. For promotional offers, company should go for free gifts rather than going for other ways. Nestle company should concentrate on its packing as people are least satisfied with it while Cadbury should concentrate on the shape of a chocolate. People are unsatisfied with the price and quantity of chocolate so companies should concentrate in this regard also.
ANNEXURE
PROJECT REPORT ON CONSUMER PREFERENCETOWARDS NESTLE AND CADBURY CHOCOLATES Name:
Address: Age: Between 0-10 Between 20-30 Gender: Phone Number: Marital status: 61 Between10-20 Above 30
Education: Profession:
Cadbury
Nestle
Cadbury
Nestle
Dairy Milk
Kit Kat
5Star
Munch
Perk
Milky Bar
Celebrations
Bar-One
Temptation
Milk Chocolate
Que11. Rank the sub-brands of chocolates according to your preference? (1 for most preferred)
Cadbury
Nestle
Dairy Milk
Kit Kat 62
5Star
Munch
Perk
Milky Bar
Celebrations
Bar-One
Temptation
Milk Chocolate
Que12. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column)
Factors
Very Important
Important
Normal
Least Important
None
Flavor/taste Price Quality Packaging Form Brand Image Color Shape Quantity
Que13. How much are you satisfied with the following factors in your preferred chocolate? (Tick in the desired column) Factors Very Satisfied Normal 63 Least Cant Say
Satisfied Flavor/taste Price Quality Packaging Form Brand Image Color Shape Quantity
Satisfied
Hard
Nutties
Crunchy
Chew
Que16. Which promotional offers attract you most? Free gifts Price Offer Any other
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Que17.Which of these factors affect your purchase? Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors Ingredients
Que18. Which media of advertisement influence your purchase? Television Newspapers Brochures
Hoarding
Display
Que19. How frequently do you purchase chocolates? Once in a fortnight Weekly Quarterly Daily Monthly
Below5
5-10
10-20
20.30
Above 30
Que21. If your preferred brand is not available for repeat purchase then what will you do? Postpone your purchase 65
Switch over to other brand Go to the other shop to search for your preferred brand Que22. If another brand of the same product appears in the market, will you prefer to stop buying this brand and buy the new brand? No, not at all I may consider
cant say
Que23. If you dont like to change to the new brand, then what are the reasons for continuing to purchase the old brand?
BIBLIOGRAPHY
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-technology.com//cadbury4.html http://www.chocolatereview.co.uk http://en.wikipedia.org/wiki/preference
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