STUDY OF CONSUMER PREFERENCE TOWARDS

CADBURY AND NESTLE CHOCOLATES

PROJECT REPORT SUBMITTED TO RIMT-IMCT,
IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
GUIDE: SUBMITTED BY:
Ms. MANJARI JASDEEP SINGH KANDHARI
ENROLMENT No.6!!!!"6
RIMT-INSTITUTE OF MANAGEMENT AND
COMPUTER TECHNOLOGY,MANDI GOBINDGARH
DECLARATION
Hereby declare that the project report entitled STUDY OF CONSUMER
PREFERENCE TO!RDS NEST"E !ND C!D#URY CHOCO"!TES$ %&b'itted (or
the de)ree o( Ma%ter o( #&%ine%% !d'ini%tration* i% 'y ori)inal +or, and the project
report ha% not (or'ed the ba%i% (or the a+ard o( any diplo'a* de)ree* a%%ociate %hip*
(ello+%hip or %i'ilar other title%- .t ha% not been %&b'itted to any other &ni/er%ity or
in%tit&tion (or the a+ard o( any de)ree or diplo'a-
Place0
Date0 1a%deep Sin)h
M#!2.3 Se'
CERTIFICATE
Thi% i% to certi(y that Mr-1!SDEEP S.N4H o( M#! (o&rth %e'e%ter o( R.MT* Mandi
4obind)arh ha% co'pleted her project report on the topic o( STUDY OF CONSUMER
PREFERENCE TO!RDS NEST"E !ND C!D#URY CHOCO"!TES$ &nder the
%&per/i%ion o( M%-M!N1!R. (ac&lty 'e'ber o( R.MT2.MCT-
To be%t o( 'y ,no+led)e the report i% ori)inal and ha% not been copied or %&b'itted
any+here el%e- .t i% an independent +or, done by hi'
M%-Manjari
R.MT2.MCT
Mandi 4obind)arh
ACKNOWLEDGEMENT
S&r/ey i% an e5cellent tool (or learnin) and e5ploration- No cla%%roo' ro&tine can
%&b%tit&te +hich i% po%%ible +hile +or,in) in real %it&ation%- !pplication o( theoretical
,no+led)e to practical %it&ation% i% the bonan6a% o( thi% %&r/ey-
itho&t a proper co'bination o( in%pection and per%piration* it7% not ea%y to achie/e
anythin)- There i% al+ay% a %en%e o( )ratit&de* +hich +e e5pre%% to other% (or the help
and the needy %er/ice% they render d&rin) the di((erent pha%e% o( o&r li/e%- . too +o&ld
li,e to do it a% . really +i%h to e5pre%% 'y )ratit&de to+ard all tho%e +ho ha/e been
help(&l to 'e directly or indirectly d&rin) the de/elop'ent o( thi% project-
Fir%t o( all . +i%h to e5pre%% 'y pro(o&nd )ratit&de and %incere than,% to 'y e%tee'ed
learned Director D#. B.S. B$%&'%* D'#()&o# RIMT, M%*+' Go,'*+-%#$, +ho allo+ed
'e to cond&ct the %&r/ey-
. +o&ld li,e to than, 'y pro(e%%or Ms. M%*.%#' +ho +a% al+ay% there to help and )&ide
'e +hen . needed help- Hi% percepti/e critici%' ,ept 'e +or,in) to 'a,e thi% project
'ore (&ll proo(- . a' than,(&l to hi' (or hi% enco&ra)in) and /al&able %&pport- or,in)
&nder hi' +a% an e5tre'ely ,no+led)eable and enrichin) e5perience (or 'e- . a' /ery
than,(&l to hi' (or all the /al&e addition and enhance'ent done to 'e-
No +ord% can ade8&ately e5pre%% 'y o/erridin) debt o( )ratit&de to 'y parent% +ho%e
%&pport help% 'e in all the +ay- !bo/e all . %hall than, 'y (riend% +ho con%tantly
enco&ra)ed and ble%%ed 'e %o a% to enable 'e to do thi% +or, %&cce%%(&lly-
J%s+((/ S'*-$
MBA
TABLE OF CONTENTS
CHAPTER
NUMBER
CHAPTER NAME CONTENTS P!4E
NUM#ER
. .NTRODUCT.ON TO THE
STUDY
.NTRODUCT.ON 9
CONSUMER PREFERENCE :
SCOPE OF THE STUDY ;
O#1ECT.3ES OF THE
STUDY
<
".M.T!T.ONS OF THE
STUDY
=
.. .NTRODUCT.ON OF
CHOCO"!TE !ND
COMP!NY7S PROF."E
H.STORY OF CHOCO"!TE >?
CHOCO"!TE
PRODUCT.ON
><
CONSUMT.ON OF
CHOCO"!TE .N .ND.!
>@
NEST"E7S PROF."E 9?
C!D#URY7S PROF."E 9<
... RESE!RCH A DES.4N
METHODO"O4Y
#!S.S OF RESE!RCH !ND
DES.4N
::
.3 F.ND.N4S A !N!"YS.S !N!"YS.S OF D!T! :=
F.ND.N4S =>
CONC"US.ON =9
SU44EST.ONS !ND
RECOMENDET!T.ONS
=:
3 #.#".O4R!PHY =<
3. !NNEBURE =C
LIST OF TABLES
T!#"E
NUM#ER
T.T"E P!4E
NUM#ER
> ".D.N4 FOR THE CHOCO"!TES :=
9 D.FFERENT !4E 4ROUPS :C
: PREFERENCE !CCORD.N4 TO !4E 4ROUPS :E
; #R!ND PREFERENCE :@
< PURCH!SE OF C!D#URY CHOCO"!TES ;?
= PURCH!SE OF NEST"E CHOCO"!TES ;>
C O3ER!"" PURCH!SE OF CHOCO"!TES ;9
E PREFERENCE OF SU#R!NDS OF C!D#URY
CHOCO"!TES
;:
@ PREFERENCE OF SU#2#R!NDS OF NEST"E
CHOCO"!TES
;;
>? .NF"UENC.N4 F!CTORS DUR.N4 PURCH!SE ;<
>> .NF"UENC.N4 F!CTORS DUR.N4 PURCH!SE OF
C!D#URY CHOCO"!TES
;=
>9 .NF"UENC.N4 F!CTORS DUR.N4 PURCH!SE OF
NEST"E CHOCO"!TES
;C
>: F!CTORS 4.3.N4 MOST S!T.SF!CT.ON TO
CONSUMERS
;E
>; F!CTORS 4.3.N4 MOST S!T.SF!CT.ON TO
CONSUMERS .N C!D#URY CHOCO"!TE
;@
>< F!CTORS 4.3.N4 MOST S!T.SF!CT.ON TO
CONSUMERS .N NEST"E CHOCO"!TE
<?
>= FORM PREFERENCE <>
>C P!CD OF CHOCO"!TES PREFERED <9
>E PROMOT.ON!" OFFERS <:
>@ F!CTORS !FFECT.N4 PURCH!SE <;
T!#"E
NUM#ER
T.T"E P!4E
NUM#ER
9? MED.! OF !D3ERT.SEMENT <<
9> FREFUENCY OF CONSUMPT.ON <=
99 RE!SON!#"E PR.CE <C
9: CONSUMER7S #R!ND "OY!"TY <E
9; RE!CT.ON OF CONSUMERS .F NE #R!ND .S
.NTRODUCED
<@
LIST OF GRAPHS
T!#"E
NUM#ER
T.T"E P!4E
NUM#ER
> ".D.N4 FOR THE CHOCO"!TES :=
9 D.FFERENT !4E 4ROUPS :C
: PREFERENCE !CCORD.N4 TO !4E 4ROUPS :E
; #R!ND PREFERENCE :@
< PURCH!SE OF C!D#URY CHOCO"!TES ;?
= PURCH!SE OF NEST"E CHOCO"!TES ;>
C O3ER!"" PURCH!SE OF CHOCO"!TES ;9
E FORM PREFERENCE <>
@ P!CD OF CHOCO"!TES PREFERED <9
>? PROMOT.ON!" OFFERS <:
>> F!CTORS !FFECT.N4 PURCH!SE <;
>9 MED.! OF !D3ERT.SEMENT <<
>: FREFUENCY OF CONSUMPT.ON <=
>; RE!SON!#"E PR.CE <C
>< CONSUMER7S #R!ND "OY!"TY <E
>= RE!CT.ON OF CONSUMERS .F NE #R!ND .S
.NTRODUCED
<@
INTRODUCTION
.n thi% re%earch . ha/e %&r/ey the prod&ct per(or'ance and b&yin) beha/ior o( t+o
(a'o&% brand% o( chocolate% G Ne%tle and Cadb&ry* +hich are con%&'ed by people o( all
a)e%- D&rin) thi% re%earch . ha/e interacted +ith people o( !'bala$- !(ter thi% re%earch
. ca'e to ,no+ ho+ people percei/e% the%e prod&ct% on the /ariable% li,e price* 8&ality*
ad/erti%e'ent* %ati%(action* ta%te* pac,a)in)* brand loyalty etc- . al%o ca'e to ,no+
+hich partic&lar brand o( chocolate i% 'o%t pre(erred by people o( di((erent a)e )ro&p%-
.n thi% re%earch . ha/e %&r/eyed that ho+ (re8&ently and ho+ '&ch chocolate they
con%&'e* +hether they b&y %'all* bi) or (a'ily pac,- Trend o( on)oin) chan)e% in their
li,in)% ha% been %ho+n in the report- .n thi% report . ha/e tried to e5plain the entire
re%earch and (act% prod&ct +i%e-
CONSUMER PREFERENCE
!ll 'ar,etin) %tart% +ith the con%&'er- So con%&'er i% a /ery i'portant per%on to a
'ar,eter- Con%&'er decide% +hat to p&rcha%e* (or +ho' to p&rcha%e* +hy to p&rcha%e*
(ro' +here to p&rcha%e* and ho+ '&ch to p&rcha%e- .n order to beco'e a %&cce%%(&l
'ar,eter* he '&%t ,no+ the li,in) or di%li,in) o( the c&%to'er%- He '&%t al%o ,no+ the
ti'e and the 8&antity o( )ood% and %er/ice%* a con%&'er 'ay p&rcha%e* %o that he 'ay
%tore the )ood% or pro/ide the %er/ice% accordin) to the li,in)% o( the con%&'er%- 4one
are the day% +hen the concept o( 'ar,et +a% let the b&yer7% be+are or +hen the 'ar,et
+a% 'ainly the %eller7% 'ar,et- No+ the +hole concept o( con%&'er7% %o/erei)nty
pre/ail%- The 'an&(act&rer% prod&ce and the %eller% %ell +hate/er the con%&'er li,e%- .n
thi% %en%e* con%&'er i% the %&pre'e in the 'ar,et$-
!% con%&'er%* +e play a /ery /ital role in the health o( the econo'y local* national or
international- The deci%ion +e 'a,e concernin) o&r con%&'ption beha/ior a((ect the
de'and (or the ba%ic ra+ 'aterial%* (or the tran%portation* (or the ban,in)* (or the
prod&ctionH they e((ect the e'ploy'ent o( +or,er% and deploy'ent o( re%o&rce% and
%&cce%% o( %o'e ind&%trie% and (ail&re% o( other%- Th&% 'ar,eter '&%t &nder%tand thi%-
P#(0(#(*)( Ior Jta%teJK i% a concept* &%ed in the %ocial %cience%* partic&larly econo'ic%- .t
a%%&'e% a real or i'a)ined JchoiceJ bet+een alternati/e% and the po%%ibility o( ran,
orderin) o( the%e alternati/e%* ba%ed on happine%%* %ati%(action* )rati(ication* enjoy'ent*
&tility they pro/ide- More )enerally* it can be %een a% a %o&rce o( 'oti/ation- .n co)niti/e
%cience%* indi/id&al pre(erence% enable choice o( objecti/e%L)oal%-
The %t&dy o( the con%&'er pre(erence not only (oc&%e% on ho+ and +hy con%&'er% 'a,e
b&yin) deci%ion* b&t al%o (oc&%e% on ho+ and +hy con%&'er% 'a,e choice o( the )ood%
they b&y and their e/al&ation o( the%e )ood% a(ter &%e- So (or %&cce%% o( any co'pany or
prod&ct pro'otion it i% /ery nece%%ary to depart it% concentration to+ard% con%&'er
pre(erence-
SCOPE OF THE STUDY
!% learnin) i% a h&'an acti/ity and i% a% nat&ral* a% breathin)- De%pite o( the (act that
learnin) i% all per/a%i/e in o&r li/e%* p%ycholo)i%t% do not a)ree on ho+ learnin) ta,e%
place- Ho+ indi/id&al% learn i% a 'atter o( intere%t to 'ar,eter%- They +ant to teach
con%&'er% in their role% a% their role% a% con%&'er%- They +ant con%&'er% to learn abo&t
their prod&ct%* prod&ct attrib&te%* potential con%&'er% bene(it* ho+ to &%e* 'aintain or
e/en di%po%e o( the prod&ct and ne+ +ay% o( beha/in) that +ill %ati%(y not only the
con%&'er7% need%* b&t the 'ar,eter7% objecti/e%-
The %cope o( 'y %t&dy re%trict% it%el( to the analy%i% o( con%&'er pre(erence%* perception
and con%&'ption o( Cadb&ry and Ne%tle Chocolate%- There are 'any other brand% o(
chocolate% a/ailable b&t 'y %t&dy i% li'ited to t+o 'ajor player% o( chocolate% lea/in)
behind the other%- The %cope o( 'y %t&dy i% al%o re%trict% it%el( to !'bala re)ion only-
OBJECTI1ES OF THE STUDY
Thi% project i% ba%ed on the co'parati/e %t&dy con%&'er beha/ior to+ard% Ne%tle and
Cadb&ry chocolate%- Objecti/e% o( the %t&dy are0
The other objecti/e i% to ,no+ abo&t the c&%to'er %ati%(action le/el
a%%ociated +ith the prod&ct and the c&%to'er pre(erence le/el-
To increa%e c&%to'er %ati%(action and recapt&re the 'ar,et %hare by (&l(illin)
the c&%to'er need%-
To %t&dy the (actor% a((ectin) the con%&'ption pattern-
LIMITATIONS OF THE STUDY
.n atte'pt to 'a,e thi% project a&thentic and reliable* e/ery po%%ible a%pect o( the topic
+a% ,ept in 'ind- Ne/erthele%%* de%pite o( (act con%traint% +ere at play d&rin) the
(or'&lation o( thi% project- The 'ain li'itation% are a% (ollo+%0
D&e to li'itation o( ti'e only (e+ people +ere %elected (or the %t&dy- So the
%a'ple o( con%&'er% +a% not eno&)h to )enerali6e the (indin)% o( the %t&dy-
The 'ain %o&rce o( data (or the %t&dy +a% pri'ary data +ith the help o( %el(2
ad'ini%tered 8&e%tionnaire%- Hence* the chance% o( &nbia%ed in(or'ation are le%%-
People +ere he%itant to di%clo%e the tr&e (act%-
The chance o( bia%ed re%pon%e can7t be eli'inated tho&)h all nece%%ary %tep% +ere
ta,en to a/oid the %a'e-
Chocolate
T$( 2(#3 4o#+ 5%6(s 3o7# 5o7&$ 4%&(#.
C$o)o8%&( 's 5o#( &$%* .7s& % 0oo+: '&9s % s&%&( o0 5'*+.
C$o)o8%&(s
Chocolate%M Chocolate%M
E/ery body ha% a li,in) (or the'* be they in the (or' o( bar
Or a tiny little )e'*
Or %haped li,e a rectan)le*
Or a %phere* a bric, or an Nclair-
For chocolate lo/er% it i% (&n*
To ha/e the' d&rin) rain* bree6e or %&n-
They are +hite and bro+n in color*
!nd ta%te %+eet and bitter
So'e ha/e the' in a )la%% o( cold co((ee* or in the (or' o( a to((ee-
So'e eat the' +hen they are %ad
So'e reli%h the' +hen they are happy or ha/e %+eet drea'%*
#&t . (eel* to ha/e chocolate%
e don7t need a rea%on*
OCa&%e +e can ha/e it
!nyti'e* any %ea%onM
H's&o#3 o0 )$o)o8%&(:
The ori)in o( chocolate can be traced bac, to the ancient Maya and !6tec ci/ili6ation% in
Central !'erica* +ho (ir%t enjoyed chocolati$ a '&ch2pri6ed %picy drin, 'ade (ro'
roa%ted cocoa bean%-
Thro&)ho&t it% hi%tory* +hether a% cocoa or drin,in) chocolate be/era)e or con(ectionary
treat* chocolate ha% been a '&ch %o&)ht a(ter (ood-
T$( A:&() (5/'#(
Chocolate$Iin the (or' o( a l&5&ry drin,K +a% con%&'ed in lar)e 8&antitie% by the
a6tec%0 the drin, +a% de%cribed a% (inely )ro&nd* %o(t* (oa'y* reddi%h* bitter +ith chilli
+ater* aro'atic (lo+er%* /anilla and +ild bee honey-
The dry cli'ate 'eant the !6tec% +ere &nable to )ro+ cocoa tree%* and had to obtain
%&pplie% o( cocoa bean% (ro' trib&te$ or trade
Do* Co#&(s
The Spani%h in/aded Me5ico in the >=
th
cent&ry* by thi% ti'e the !6tec% had created a
po+er(&l e'pire* and the Spani%h ar'ie% con8&ered Me5ico- Don Corte% +a% 'ade
captain )eneral and )o/ernor o( Me5ico-
hen he ret&rned to Spain in><9E he loaded hi% )alleon% +ith cocoa bean% and
e8&ip'ent (or 'a,in) the chocolate drin,- Soon chocolate$ beca'e a (a%hionable drin,
enjoyed by the rich in Spain-
C$o)o8%&( %)#oss E7#o/(
!n .talian tra/eler* France%co carletti* +a% the (ir%t to brea, the Spani%h 'onopoly- He
had /i%ited Central !'erica and %een ho+ the .ndian% prepared the cocoa bean% and ho+
they 'ade the drin,* and by >=?= chocolate +a% +ell e%tabli%hed in .taly-
D#'*6'*- )$o)o8%&(
The %ecret o( chocolate +a% ta,en to France in >=><* +hen !nne* da&)hter o( Phillip 9 o(
Spain 'arried ,in) "o&i% >: o( France
The French co&rt enth&%ia%tically adopted thi% ne+ e5otic drin,* +hich +a% con%idered
to ha/e 'edicinal bene(it% a% +ell a% bein) a no&ri%hin) (ood- 4rad&ally the c&%to' o(
drin,in) chocolate %pread acro%% E&rope* reachin) En)land in the >=<?7%
F'#s& )$o)o8%&( 0o# (%&'*-
Up &ntil thi% point all chocolate recipe% +ere ba%ed on plain chocolate- .t +a% an En)li%h
doctor* %ir Han%7% %loane* +ho2 a(ter tra/elin) in %o&th !'erica2 (oc&%ed on cocoa and
(ood /al&e%* brin)in) a 'il, chocolate recipe bac, to En)land-
The ori)inal Cadb&ry 'il, chocolate +a% prepared to hi% recipe-
H's&o#3:
The earlie%t record o( chocolate +a% o/er (i(teen h&ndred year% a)o in the central
!'erica rain (ore%t%* +here the tropical 'i5 o( hi)h rain (all co'bined +ith hi)h year
ro&nd te'perat&re% and h&'idity pro/ide the ideal cli'ate (or c&lti/ation o( the plant
(ro' +hich chocolate i% deri/ed* the cacao tree-
Chocolate i% 'ade (ro' the cocoa bean* (o&nd in pod% )ro+in) (ro' the tr&n, and
lo+er branche% o( the cacao tree* "atin na'e theobro'a cacao$ 'eanin) (ood o( the
)od%$
Cacao +a% corr&pted into the 'ore (a'iliar cocoa$ by the early E&ropean e5plorer%-
The Maya bre+ed a %picy* bitter%+eet drin, by roa%tin) and po&ndin) the %eed% o( the
cacao tree +ith 'ai6e and cap%ic&' pepper% and lettin) the 'i5t&re (er'ent- Thi% drin,
+a% re%er/ed (or &%e in cere'onie% a% +ell a% (or drin,in) by the +ealthy and reli)io&%
eliteH they al%o ate cacao porrid)e-
The !6tec%* li,e the Mayan%* al%o enjoyed cacao a% a be/era)e (er'ented (ro' the ra+
bean%* +hich a)ain (eat&red pro'inently in rit&al and a% a l&5&ry a/ailable only to the
/ery +ealthy- The !6tec% called thi% drin, 5ocolatl* the Spani%h con8&i%tador% (o&nd thi%
al'o%t i'po%%ible to prono&nce and %o corr&pted it to the ea%ier chocolat$ the En)li%h
(&rther chan)ed thi% to chocolate-
The !6tec7% re)arded chocolate a% an aphrodi%iac and their e'peror* Monte6&'a
rep&tedly dran, it (i(ty ti'e% a day (ro' a )olden )oblet and i% 8&oted a% %ayin) o(
5ocolatl0 the di/ine drin,* +hich b&ild% &p re%i%tance and (i)ht% (ati)&e- ! c&p o( thi%
precio&% drin, per'it% a 'an to +al, (or a +hole day +itho&t (ood$
C$o)o8%&( '* E7#o/(
BocolatlM or chocolat or chocolate a% it beca'e ,no+n* +a% bro&)ht to E&rope by
Corte6* by thi% ti'e the con8&i%tador% had learned to 'a,e the drin, 'ore palatable to
E&ropean ta%te% by 'i5in) the )ro&nd roa%ted bean% +ith %&)ar and /anilla I a practice
%till contin&ed todayK* th&% o((%ettin) the %picy bitterne%% o( the bre+ the !6tec7% dran,-
The (ir%t chocolate (actorie% opened in Spain* +here the dried (er'ented bean% bro&)ht
bac, (ro' the ne+ +orld by the Spani%h trea%&re (leet% +ere roa%ted and )ro&nd* and by
the early >C
th
cent&ry chocolate po+der G (ro' +hich the E&ropean /er%ion o( the drin,
+a% 'ade2 +a% bein) e5ported to other part% o( E&rope- The Spani%h ,ept the %o&rce o(
the drin,2 the bean%2 a %ecret (or 'any year%* %o %&cce%%(&lly in (act* that +hen En)li%h
b&ccaneer% boarded +hat they tho&)ht +a% a Spani%h trea%&rer )alleon$ in ><C@* only to
(ind it loaded +ith +hat appeared to be dried %heep7% droppin)%* they b&rned the +hole
%hip in (r&%tration- .( only they had ,no+n* chocolate +a% %o e5pen%i/e at that ti'e* that
it +a% +orth it7% +ei)ht in %il/er I i( not )oldK* chocolate +a% trea%&re indeed M
ithin a (e+ year%* the cocoa be/era)e 'ade (ro' the po+der prod&ced in Spain had
beco'e pop&lar thro&)ho&t E&rope* in the Spani%h Netherland%* .taly* France* 4er'any
and G in abo&t ><9? G it arri/ed in En)land-
The (ir%t chocolate ho&%e in En)land opened in "ondon in >=<C (ollo+ed rapidly by
'any other%- "i,e the already +ell e%tabli%hed co((ee ho&%e%* they +ere &%ed a% cl&b%
+here the +ealthy and b&%ine%% co''&nity 'et to %'o,e a clay pipe o( tobacco*
cond&ct b&%ine%% and %ociali6e o/er a c&p o( chocolate-
B%)6 &o &$( A5(#')%9s
E/ent7% +ent (&ll circle +hen En)li%h coloni%t% carried chocolate Iand co((eeK +ith the'
to En)land7% colonie% in north !'erica- De%tined to beco'e the &nited %tate% o( !'erica
and Canada* they are no+ the +orld% lar)e%t con%&'er% G by (ar G o( both chocolate and
co((ee* con%&'in) o/er hal( o( the +ord% total prod&ction o( chocolate alone-
T$( Q7%6(#s
The F&a,er% +ere* and %till are* a paci(i%t reli)io&% %ect* an o((%hoot o( the p&ritan% o(
En)li%h ci/il +ar and pil)ri' (ather% (a'e and a hi%tory o( chocolate +o&ld not be
co'plete +itho&t 'entionin) their part in it- So'e o( the 'o%t (a'o&% na'e% in
chocolate +ere F&a,er%* +ho (or cent&rie% held a /irt&al 'onopoly o( chocolate 'a,in)
in the En)li%h %pea,in) +orld G (ry* Cadb&ry and ro+ tree are probably the be%t ,no+n-
.t% probably be(ore the ti'e o( the En)li%h ci/il +ar bet+een parlia'ent and ,in) Charle%
>%t that the F&a,er7% +ho e/ol/ed (ro' the p&ritan%* (ir%t be)an their hi%toric a%%ociation
+ith chocolate- #eca&%e o( their paci(i%t reli)ion* they +ere prohibited (ro' 'any nor'al
b&%ine%% acti/itie%* %o a% an ind&%trio&% people +ith a %tron) belie( in the +or, ethic Ili,e
the p&ritan%K* they in/ol/ed the'%el/e% in (ood related b&%ine%%e% and did /ery +ell-
#a,in) +a% a co''on occ&pation (or the' beca&%e bread +a% re)arded a% the biblical
%ta(( o( li(e$* and ba,er% in En)land +ere the (ir%t to add chocolate to ca,e% %o it +o&ld
be a nat&ral pro)re%%ion (or the' to %tart 'a,in) p&re chocolate- They +ere al%o hea/ily
in/ol/ed in brea,(a%t cereal% b&t that7% another %tory-
hat i% certain i% that the (ry* ro+ tree and Cadb&ry (a'ilie% in En)land a'on) other%*
be)an chocolate 'a,in) and in (act 1o%eph (ry o( (ry A%on% I(o&nded >C9E in #ri%tol*
En)landK i% credited +ith prod&cin) and %ellin) the +orld7% (ir%t chocolate bar- Fry7% ha/e
no+ all b&t di%appeared Ita,en o/er by Cadb&ryK and ro+ tree ha/e 'er)ed S+i%%
co'pany ne%tle* to (or' the lar)e%t chocolate 'an&(act&rer in the +orld- Cadb&ry ha/e
%tayed +ith chocolate prod&ction and are no+* i( not 8&ite the lar)e%t* probably one o( the
be%t2,no+n chocolate 'a,er% in the +orld-
C$o)o8%&( %s 4( 6*o4 '&
The (ir%t 'ention o( chocolate bein) eaten in %olid (or' i% +hen ba,er% in En)land be)an
addin) cocoa po+der to ca,e% in the 'id >=??7%- Then in >E9E a D&tch che'i%t*
1ohanne% /an ho&ten* in/ented a 'ethod o( e5tractin) the bitter ta%tin) (at or cocoa
b&tter$ (ro' the roa%ted )ro&nd bean%* hi% ai' +a% to 'a,e the drin, %'oother and 'ore
palatable* ho+e/er he &n,no+in)ly pa/ed the +ay (or %olid chocolate a% +e ,no+ it-
Chocolate a% +e ,no+ it today (ir%t appeared in >E;C +hen (ry A %on% o( #ri%tol*
En)land G 'i5ed %&)ar +ith cocoa po+der and cocoa b&tter I'ade by the /an ho&ten
proce%%K to prod&ce the (ir%t %olid chocolate bar then in>EC< a S+i%% 'an&(act&rer*
Daniel peter%* (o&nd a +ay to co'bine I%o'e +o&ld %ay i'pro/e* %o'e +o&ld %ay r&inK
cocoa po+der and cocoa b&tter +ith %&)ar and dried 'il, po+der to prod&ce the (ir%t
'il, chocolate-
CHOCOLATE PRODUCTION
The cocoa2bean 22 the heart o( the %+eete%t delicacy in the +orld 22 i%
bitterM Thi% i% +hy* &p to the >Eth cent&ry %o'e nati/e tribe% ate only the
%+eeti%h (le%h o( the cocoa (r&it- They re)arded the precio&% bean a%
+a%te or &%ed it* a% +a% the ca%e a'on) the !6tec%* a% a (or' o( c&rrency-
T$(1%#'(&'(s
There are t+o 8&ite di((erent ba%ic cla%%i(ication% o( cocoa* &nder +hich
practically all /arietie% can be cate)ori%ed0 Criollo and Fora%tero cocoa%-
The p&re /ariety o( the Criollo tree i% (o&nd 'ainly in it% nati/e E8&ador
and 3ene6&ela- The %eed% are o( (iner 8&ality than tho%e o( the Fora%tero /ariety-
They ha/e a partic&larly (ine* 'ild aro'a and are* there(ore* &%ed only in the prod&ction
o( hi)h28&ality chocolate and (or blendin)- Ho+e/er* Criollo cocoa acco&nt% (or only
>?P o( the +orld crop- The re'ainin) @?P i% har/e%ted (ro' tree% o( the Fora%tero
(a'ily* +ith it% 'any hybrid% and /arietie%- The 'ain )ro+in) area i% e%t !(rica- The
cocoa tree can (lo&ri%h only in the hotte%t re)ion% o( the +orld-
T$(H%#2(s&
.''ediately a(ter har/e%tin)* the (r&it i% treated to pre/ent it (ro' rottin)-
!t (er'entation %ite% either in the plantation or at* collectin) point%* the
(r&it i% opened-
F(#5(*&%&'o*
The (er'entation proce%% i% deci%i/e in the prod&ction o( hi)h 8&ality ra+ cocoa- The
techni8&e /arie% dependin) on the )ro+in) re)ion-
D#3'*-
!(ter (er'entation* the ra+ cocoa %till contain% (ar too '&ch +aterH in (act abo&t =?P-
Mo%t o( thi% ha% to be re'o/ed-
hat co&ld be 'ore nat&ral than to %pread the bean% o&t to dry on the %&n2%oa,ed )ro&nd
or on 'at%Q !(ter a +ee, or %o* all b&t a %'all percenta)e o( the +ater ha% e/aporated-
C8(%*'*-
#e(ore the real proce%%in) be)in%* the ra+ cocoa i% thoro&)hly cleaned by
pa%%in) thro&)h %ie/e%* and by br&%hin)- Finally* the la%t /e%ti)e% o(
+ood* j&te (ibre%* %and and e/en the (ine%t d&%t are e5tracted by po+er(&l
/ac&&' e8&ip'ent-
Ro%s&'*-
The %&b%e8&ent roa%tin) proce%% i% pri'arily de%i)ned to de/elop the aro'a- The entire
roa%tin) proce%%* d&rin) +hich the air in the nearly >? (eet hi)h (&rnace% reache% a
te'perat&re o( >:? RC* i% carried o&t a&to'atically-
C#7s$'*-%*+s$(88'*-
The roa%ted bean% are no+ bro,en into 'edi&' %i6ed piece% in the cr&%hin) 'achine-
B8(*+'*-
#e(ore )rindin)* the cr&%hed bean% are +ei)hed and blended accordin) to %pecial recipe%-
The %ecret o( e/ery chocolate (actory lie% in the %pecial 'i5in) ratio%* +hich it ha%
de/eloped (or di((erent type% o( cocoa-
G#'*+'*-
The cr&%hed cocoa bean%* +hich are %till (airly coar%e are no+ pre2)ro&nd by %pecial
'illin) e8&ip'ent and then (ed on to roller% +here they are )ro&nd into a (ine pa%te- The
heat )enerated by the re%&ltin) pre%%&re and (riction ca&%e% the cocoa b&tter
Iappro5i'ately <?P o( the beanK contained in the bean% to 'elt* prod&cin) a thic,* li8&id
'i5t&re-
Thi% i% dar, bro+n in color +ith a characteri%tic* %tron) odo&r- D&rin) coolin) it
)rad&ally %et%0 thi% i% the cocoa pa%te-
!t thi% point the prod&ction proce%% di/ide% into t+o path%* b&t +hich %oon join a)ain- !
part o( the cocoa pa%te i% ta,en to lar)e pre%%e%* +hich e5tract the cocoa b&tter- The other
part pa%%e% thro&)h /ario&% blendin) and re(inin) proce%%e%* d&rin) +hich %o'e o( the
cocoa b&tter i% added to it- The t+o path% ha/e rejoined-
Co)o%B7&&(#
The cocoa b&tter ha% i'portant (&nction%- .t not only (or'% part o( e/ery
recipe* b&t it al%o later )i/e% the chocolate it% (ine %tr&ct&re* bea&ti(&l
l&%tre and delicate* attracti/e )la6e-
Co)o% Po4+(#
!(ter the cocoa b&tter ha% le(t the pre%%H cocoa ca,e% are le(t +hich %till contain a >? to
9?P proportion o( (at dependin) on the inten%ity o( co'pre%%ion-
The%e ca,e% are cr&%hed a)ain* )ro&nd to po+der and (inely %i(ted in
%e/eral %ta)e% and +e obtain a dar,* %tron)ly aro'atic po+der* +hich i%
e5cellent (or the preparation o( delicio&% drin,% 2 cocoa- Cocoa pa%te*
cocoa b&tter* %&)ar and 'il, are the (o&r ba%ic in)redient% (or 'a,in)
chocolate- #y blendin) the' in accordance +ith %peci(ic recipe% the three type% o(
chocolate are obtained +hich (or' the ba%i% o( e/er prod&ct a%%ort'ent* na'ely0
K*(%+'*-
.n the ca%e o( 'il, chocolate (or e5a'ple* the cocoa pa%te* cocoa b&tter* po+dered or
conden%ed 'il,* %&)ar and (la/o&rin) 2 'aybe /anilla 2 )o into the 'i5er* +here they are
p&l/eri6ed and ,neaded-
Ro88'*-
Dependin) on the de%i)n o( the rollin) 'ill%* three or (i/e /ertically
'o&nted %teel roller% rotate in oppo%ite direction%- Under hea/y pre%%&re
they p&l/eri%e the tiny particle% o( cocoa and %&)ar do+n to a %i6e o(
appro5- :? 'icron%- IOne 'icron i% a tho&%andth part o( a 'illi'etre-K
Co*)$'*-
#&t %till the chocolate pa%te i% not %'ooth eno&)h to %ati%(y o&r palate%-
#&t +ithin t+o or three day% all that +ill ha/e been p&t ri)ht- For d&rin)
thi% period the chocolate pa%te +ill be re(ined to %&ch an e5tent in the
conche% that it +ill (latter e/en the 'o%t di%cri'inatin) palate-
Conche% I(ro' the Spani%h +ord JconchaJ* 'eanin) a %hellK i% the na'e )i/en to the
tro&)h% in +hich >?? to >??? ,ilo)ra'% o( chocolate pa%te at a ti'e can be heated &p to
E? RC and* +hile bein) con%tantly %tirred* i% )i/en a /el/et %'oothne%% by the addition o(
certain a'o&nt% o( cocoa b&tter- ! ,ind o( aeration o( the li8&id chocolate pa%te then
ta,e% place in the conche%0 it% bitter ta%te )rad&ally di%appear% and the (la/or i% (&lly
de/eloped- The chocolate no lon)er %ee'% %andy* b&t di%%ol/e% 'eltin)ly on the ton)&e-
.t ha% attained the o&t%tandin) p&rity* +hich )i/e% it it% rep&tation-
CONSUMPTION OF CHOCOLATES IN INDIA
Chocolate con%&'ption in .ndia i% e5tre'ely lo+- Per capita con%&'ption i% aro&nd >=?
)'% in the &rban area%* co'pared to E2>?,) in the de/eloped co&ntrie%- .n r&ral area%* it
i% e/en lo+er- Chocolate% in .ndia are con%&'ed a% ind&l)ence and not a% a %nac, (ood- !
%tron) /ol&'e )ro+th +a% +itne%%ed in the early @?7% +hen Cadb&ry repo%itioned
chocolate% (ro' children to ad&lt con%&'ption- The bi))e%t opport&nity i% li,ely to %te'
(ro' increa%in) the con%&'er ba%e- "eadin) player% li,e Cadb&ry and Ne%tle ha/e been
atte'ptin) to do thi% by /al&e (or 'oney o((erin)%* +hich are a((ordable to the 'a%%e%-
NESTLE9
N(s&8( I*+'%
Ne%tle7 .ndia i% a %&b%idiary o( Ne%tle7 S-!- o( S+it6erland- The co'pany in%i%t% on
hone%ty* inte)rity and (airne%% in all a%pect% o( it% b&%ine%% and e5pect% the %a'e in it%
relation%hip%-
N(s&8( I*+'%- P#(s(*)( A)#oss I*+'%
#e)innin) +ith it% (ir%t in/e%t'ent in Mo)a in >@=>* Ne%tlN7% re)&lar and %&b%tantial
in/e%t'ent% e%tabli%hed that it +a% here to %tay- .n >@=C* Ne%tlN %et &p it% ne5t (actory at
Choladi ITa'il Nad&K a% a pilot plant to proce%% the tea )ro+n in the area into %ol&ble tea-
The Nanjan)&d (actory IDarnata,aK* beca'e operational in >@E@* the Sa'al,ha (actory
IHaryanaK* in >@@: and in >@@< and >@@C* Ne%tlN co''i%%ioned t+o (actorie% in 4oa at
Ponda and #icholi' re%pecti/ely- Ne%tlN .ndia i% no+ p&ttin) &p the Cth (actory at Pant
Na)ar in Uttaranchal-
N(s&8(9 S&o#3
Ne%tlN +a% (o&nded in >E=C on the %hore% o( "a,e 4ene/a in 3e/ey* S+it6erland and it%
(ir%t prod&ct +a% Farine "actNe Ne%tlN$* an in(ant cereal %pecially (or'&lated by Henri
Ne%tlN to pro/ide and i'pro/e in(ant n&trition- Fro' it% (ir%t hi%toric 'er)er +ith the
!n)lo2S+i%% Conden%ed Mil, Co'pany in >@?<* Ne%tlN ha% )ro+n to beco'e the
+orld7% lar)e%t and 'o%t di/er%i(ied (ood Co'pany* and i% abo&t t+ice the %i6e o( it%
neare%t co'petitor in the (ood and be/era)e %ector-
Ne%tlN7% trade'ar, o( bird% in a ne%t* deri/ed (ro' Henri Ne%tlN7% per%onal coat
o( ar'%* e/o,e% the /al&e% &pon +hich he (o&nded hi% Co'pany- Na'ely* the /al&e% o(
%ec&rity* 'aternity and a((ection* nat&re and no&ri%h'ent* (a'ily and tradition- Today* it
i% not only the central ele'ent o( Ne%tlN7% corporate identity b&t %er/e% to de(ine the
Co'pany7% prod&ct%* re%pon%ibilitie%* b&%ine%% practice%* ethic% and )oal%-
.n 9??;* Ne%tlN had aro&nd 9;C*??? e'ployee% +orld+ide* operated <??
(actorie% in appro5- >?? co&ntrie% and o((ered o/er E*??? prod&ct% to 'illion% o(
con%&'er% &ni/er%ally- The Co'pany7% tran%parent b&%ine%% practice%* pioneerin)
en/iron'ent policy and re%pect (or the (&nda'ental /al&e% o( di((erent c&lt&re% ha/e
earned it an en/iable place in the co&ntrie% it operate% in- Ne%tlN7% acti/itie% contrib&te to
and n&rt&re the %&%tainable econo'ic de/elop'ent o( people* co''&nitie% and nation%-
!bo/e all* Ne%tlN i% dedicated to brin)in) the joy o( O4ood Food* 4ood "i(e7 to people
thro&)ho&t their li/e%* thro&)ho&t the +orld-
N(s&8(9 B#%*+s
Mil, Prod&ct% A N&trition
#e/era)e%
Prepared Di%he% and Coo,in) !id%
Chocolate% A Con(ectionary
MILK PRODUCTS AND NUTRITION:
NEST"S E3ERYD!Y Dairy hitener
NEST"S E3ERYD!Y Sli'
NEST"S E3ERYD!Y 4hee
NEST"S M."DM!.D
NEST"S Fre%h TnT Nat&ral Dahi
NEST"S Fre%h TnT Nat&ral Sli' Dahi
NEST"S 1eera Raita
NEST"S M."DM!.D Fr&it yo)h&rt
NEST"S Mil,
NEST"S Sli' Mil,
BE1ERAGES:
NESC!FS C"!SS.C
NESC!FS SUNR.SE
NEST"S M."O
NESC!FS : in >
NESC!FS Dooler6
PREPARED DISHES AND COOKING AIDS
M!44. 92M.NUTE Noodle%
M!44. 3e)etable !tta Noodle%
M!44. Dal !tta Noodle%
M!44. Rice Noodle% Mania
M!44. Sa&ce%
M!44. Pi66a Ma66a
M!44. Healthy So&p%
M!44. Healthy So&p2 Sanjee/ni
M!44. M!4.C C&be%
CHOCOLATES ; CONFECTIONARY
NEST"S D.T D!T
NEST"S D.T D!T ".TE
NEST"S MUNCH
NEST"S MUNCH POP CHOC
NEST"S M."DY#!R
NEST"S M."DY#!R CHOO
NEST"S #!R2ONE
NEST"S FUN#!R
NEST"S Mil, Chocolate
PO"O
PO"O Po+er'int
NEST"S Eclair%
NESTLEKITKAT
are crisp wafer fingers covered with choco layer. NESTL KIT KAT has a unique finger forat with
a !"rea#ing$ ritual attached to it.
NEST"S D.T D!T i% one o( the 'o%t %&cce%%(&l brand% in the +orld and e/ery
year o/er >9 billion NEST"S D.T D!T (in)er% are con%&'ed aro&nd the )lobe-
NESTLE MUNCH
NEST"S MUNCH i% +a(er layer co/ered +ith delicio&% choco layer- NEST"S MUNCH
i% %o cri%p* li)ht and irre%i%tible that yo& j&%t OcanTt %top M&nchin)-T NEST"S MUNCH i%
the lar)e%t %ellin) SDU in the cate)oryM
NESTLE MILKY BAR:
NEST"S M."DY#!R i% a delicio&% 'il,y treat* +hich ,id% lo/e- Rela&nched in 1an&ary
9??= +ith a Calci&' Rich recipe* NEST"S M."DY#!R i% a (a/orite +ith parent% to
treat their ,id% +ith-
NESTLE BAR-ONE
i% a l&%cio&% no&)at and cara'el +ith delicio&% choco layer- NEST"S #!R2ONE
con%tantly re'ind% yo& that it i% OTi'e (or !ctionT-
NESTLE M'86 C$o)o8%&(:
NEST"S Mil, Chocolate i% a 'il, chocolate +ith a delicio&% ta%te- Did% j&%t lo/e itM
CADBURY
Ho4 C%+,7#3 C$o)o8%&( 's 5%+(
1ohn Cadb&ry
Mil, chocolate (or eatin) +a% (ir%t 'ade by Cadb&ry in >E@C by addin) 'il, po+der
1ohn pa%te to the dar, chocolate recipe o( cocoa 'a%%* cocoa b&tter and %&)ar- #y todayT%
%tandard% thi% chocolate +a% not partic&larly )ood0 it +a% coar%e and dry and not %+eet or
'il,y eno&)h (or p&blic ta%te%-
There +a% a )reat deal o( co'petition (ro' continental 'an&(act&rer%* not only the
French*b&t al%o the S+i%%* reno+ned (or their 'il, chocolate-
"ed by 4eor)e Cadb&ry 1&nior* the #o&rn/ille e5pert% %et o&t to 'eet the challen)e- !
con%iderable a'o&nt o( ti'e and 'oney +a% %pent on re%earch and on ne+ plant de%i)ned
to prod&ce the chocolate in lar)er 8&antitie%-
! recipe +a% (or'&lated incorporatin) (re%h 'il,* and prod&ction proce%%e% +ere
de/eloped to prod&ce a 'il, chocolate Tnot 'erely a% )ood a%* b&t better thanT the
i'ported 'il, chocolateT-
Fo&r year% o( hard +or, +ere in/e%ted in the project and in >@?< +hat
+a% to be Cadb&ryT% top %ellin) brand +a% la&nched-
Three na'e% +ere con%idered0 1er%ey* Hi)hland Mil, and Dairy Maid-
Dairy Maid beca'e Dairy Mil,* and Cadb&ryT% Dairy Mil,* +ith it% &ni8&e (la/o&r and
%'ooth crea'y te5t&re* +a% ready to challen)e the S+i%% do'ination o( the 'il,
chocolate 'ar,et-
#y >@>: Dairy Mil, had beco'e the co'panyT% be%t %ellin) line and in the 'id t+entie%
Cadb&ryT% Dairy Mil, )ained it% %tat&% a% the brand leader* a po%ition it ha% held e/er
%ince-
COMPANY O1ER1IEW OF CADBURY INDIA
Cadb&ry be)an it% operation% in >@;E by i'portin) chocolate% and then re2pac,in) the'
be(ore di%trib&tion in the .ndian 'ar,et- !(ter <@ year% o( e5i%tence* it today ha% (i/e
co'pany2o+ned 'an&(act&rin) (acilitie% at Thane* .nd&ri IP&neK and Malanp&r
I4+aliorK* #an)alore and #addi IHi'achal Prade%hK and ; %ale% o((ice% INe+ Delhi*
M&'bai* Dol,ota and ChennaiK- The corporate o((ice i% in M&'bai-
C&rrently Cadb&ry .ndia operate% in three %ector% /i6- Chocolate Con(ectionery* Mil,
Food Drin,% and in the Candy cate)ory-
.n the Chocolate Con(ectionery b&%ine%%* Cadb&ry ha% 'aintained it% &ndi%p&ted
leader%hip o/er the year%- So'e o( the ,ey brand% are Cadb&ry Dairy Mil,* < Star* Per,*
Sclair% and Celebration%- Cadb&ry enjoy% a /al&e 'ar,et %hare o( o/er C?P 2 the hi)he%t
Cadb&ry brand %hare in the +orldM Their (la)%hip brand Cadb&ry Dairy Mil, i%
con%idered the J)old %tandardJ (or chocolate% in .ndia- The p&re ta%te o( CDM de(ine% the
chocolate ta%te (or the .ndian con%&'er-
.n the Mil, Food drin,% %e)'ent their 'ain prod&ct i% #o&rn/ita 2 the leadin) Malted
Food Drin, IMFDK in the co&ntry- Si'ilarly in the 'edicated candy cate)ory Hall% i% the
&ndi%p&ted leader-
The Cadb&ry .ndia #rand Strate)y ha% recei/ed con%i%tent %&pport thro&)h %i'ple b&t
i'a)inati/e e5ten%ion% to prod&ct cate)orie% and di%trib&tion- ! )ood e5a'ple o( thi% i%
the de/elop'ent o( #yte%- Cri%py +a(er% (illed +ith coca crea' in the (or' o( a ba))ed
%nac,* #yte% i% po%itioned a% JThe ne+ concept o( %+eet %nac,in)J- .t deli/er% the ta%te o(
chocolate in the (or' o( a li)ht %nac,* and th&% herald% the entry o( Cadb&ry .ndia into
the )ro+in) ba))ed Snac, Mar,et* +hich ha% been do'inated &ntil no+ by Salted
#a))ed Snac, #rand%- #yte% +a% (ir%t la&nched in So&th .ndia in 9??:-
Since >@=< Cadb&ry ha% al%o pioneered the de/elop'ent o( cocoa c&lti/ation in .ndia-
For o/er t+o decade%* it ha% +or,ed +ith the Derala !)ric&lt&re Uni/er%ity to &nderta,e
cocoa re%earch and relea%ed clone%* hybrid% that i'pro/e the cocoa yield-
Today* Cadb&ry i% poi%ed in it% leap to+ard% 8&ant&' )ro+th and ne+ cate)orie% o(
b&%ine%%* na'ely )&'%* 'int%* %nac,in) and )i(tin)- .t i% a part o( the Cadb&ry
Sch+eppe% 4ro&p* +orldT% No-> Con(ectionery Co'pany-
CADBURY WORLD WIDE
Cadb&ry i% the +orldT% lar)e%t con(ectionery co'pany and ha/e a
%tron) re)ional pre%ence in be/era)e% in the !'erica% and !&%tralia-
ith ori)in% %tretchin) bac, o/er 9?? year%* today their prod&ct% 2
+hich incl&de brand% %&ch a% Cadb&ry* Sch+eppe%* Hall%* Trident* Dr Pepper* Snapple*
Trebor* Dentyne* #&bblicio&% and #a%%ett 2 are enjoyed in al'o%t e/ery co&ntry aro&nd
the +orld- e e'ploy aro&nd =?*?? people-
Their herita)e %tart% bac, in >CE: +hen 1acob Sch+eppe per(ected hi%
proce%% (or 'an&(act&rin) carbonated 'ineral +ater in 4ene/a*
S+it6erland- !nd in >E9; 1ohn Cadb&ry opened in #ir'in)ha' %ellin) cocoa and
chocolate-
The%e t+o )reat ho&%ehold na'e% 'er)ed in >@=@ to (or' Cadb&ry Sch+eppe%
plc- Since then they ha/e e5panded their b&%ine%% thro&)ho&t the +orld by a
pro)ra''e o( or)anic and ac8&i%ition led )ro+th-
Concentratin) on their core brand% in be/era)e% and con(ectionery %ince the
>@E?%* they ha/e %tren)thened their port(olio thro&)h al'o%t (i(ty ac8&i%ition%*
incl&din) brand icon% %&ch a% MottT%* Canada Dry* Hall%* Trident* Dentyne* #&bblicio&%*
Trebor* #a%%ett* Dr Pepper* C Up and Snapple-
2 .t e'ploy =?*??? people in o/er 9?? co&ntrie%
2 orld% No > Con(ectionery co'pany
2 orldT% No 9 4&'% co'pany
2 orldT% No : be/era)e co'pany
C%+,7#3 B#%*+s:
Chocolate%
Snac,%
#e/era)e%
Candy
SNACKS:
#yte%
BE1ERAGES
#o&rn/ita
CANDY
Hall%
CHOCOLATES
Dairy Mil,
< Star
Per,
Celebration%
Te'ptation
Eclair%
4e'%
DAIRY MILK
The %tory o( Cadb&ry Dairy Mil, %tarted +ay bac, in >@?< at #o&rn/ille* U-D-* b&t the
jo&rney +ith chocolate lo/er% in .ndia be)an in >@;E-
The /ariant% Fr&it A N&t* Crac,le and Roa%t !l'ond* co'bine the cla%%ic ta%te o(
Cadb&ry Dairy Mil, +ith a /ariety o( in)redient% and are /ery pop&lar a'on)%t teen% A
ad&lt%-
Cadb&ry Dairy Mil, ha% e5citin) prod&ct% on o((er 2 Cadb&ry Dairy Mil, o+ie*
chocolate +ith Di%ney character% e'bo%%ed in it* and Cadb&ry Dairy Mil, 9 in >* a
deli)ht(&l co'bination o( 'il, chocolate and +hite chocolate- 4i/in) con%&'er% an
e5citin) rea%on to ,eep co'in) bac, into the (&n (illed +orld o( Cadb&ry-
Today* Cadb&ry Dairy Mil, alone hold% :?P /al&e %hare o( the .ndian chocolate 'ar,et-
" STAR
the %econd lar)e%t a(ter Cadb&ry Dairy Mil, +ith a 'ar,et %hare o( >;P* Cadb&ry < Star
'o/e% (ro' %tren)th to %tren)th e/ery year by increa%in) it% &%er ba%e-
"a&nched in >@=@ a% a bar o( chocolate that +a% hard o&t%ide +ith %o(t cara'el no&)at
in%ide* Cadb&ry < Star ha% re2in/ented it%el( o/er the year% to ,eep %ati%(yin) the
con%&'er% ta%te (or a hi)h 8&ality A di((erent chocolate eatin) e5perience-
One o( the ,ey propertie% that Cadb&ry < Star +a% a%%ociated +ith +a% it% cla%%ic 4old
colo&r- !nd thro&)h the pa%%a)e o( ti'e* thi% +a% one property that both* the brand and
the con%&'er %t&c, to a% a /al&able a%%ociation-
More recently* to )i/e con%&'er% another rea%on to co'e into the Cadb&ry < Star (old*
Cadb&ry < Star Cr&nchy +a% la&nched- The %a'e delicio&% Cadb&ry < Star +a% no+
a/ailable +ith a da%h o( rice cri%pie%-
PERK
Cadb&ry la&nched Per, in >@@=- ith it% li)ht chocolate and +a(er con%tr&ct* Cadb&ry
Per, tar)eted the ca%&al %nac,in) %pace that +a% do'inated pri'arily by chip% A +a(er%-
ith the ri%e o( 'ore /al&e2(or2'oney brand% in the +a(er chocolate %e)'ent* Cadb&ry
Per, &n/eiled t+o ne+ o((erin)% 2 Per, B" and BB"- .n 9??;* +ith an added do%e o(
TReal Cadb&ry Dairy Mil,T and an Ti'pro/ed +a(erT* Per, beca'e e/en 'ore irre%i%tible

CELEBRATIONS
Cadb&ry Celebration% +a% ai'ed at replacin) traditional )i(tin) option% li,e Mithai and
dry2 (r&it% d&rin) (e%ti/e %ea%on%-
Cadb&ry Celebration% i% a/ailable in %e/eral a%%ort'ent%0 !n a%%ort'ent o( chocolate%
li,e < Star* Per,* 4e'%* Dairy Mil, and N&ttie% and rich dry (r&it% enrobed in Cadb&ry
dairy 'il, chocolate in < /ariant%* !l'ond 'a)ic* rai%in 'a)ic* ca%he+ 'a)ic* n&t
b&tter%cotch and cara'el%-
The %&per pre'i&' Celebration% Rich Dry Fr&it Collection +hich i% a (e%ti/e o((erin) i%
an e5otic ran)e o( chocolate co/ered dry (r&it% and n&t% in /ario&% (la/o&r% and the
pre'i&' dar, chocolate ran)e +hich i% e5otic dar, chocolate in l&%cio&% (la/o&r%-
TEMPTATION
Cadb&ry Te'ptation% i% a ran)e o( delicio&% pre'i&' chocolate in (i/e
(la/o&r% /ariant% 2 Roa%t !l'ond Co((ee* Honey !pricot* Mint Cr&nch* #lac,
Fore%t and Old 1a'aica-
RESEARCH METHODOLOGY
Thi% chapter de%cribe% the 'ethodolo)y o( the %t&dy- Thi% project i% ba%ed on in(or'ation
collected (ro' pri'ary %o&rce%- !(ter the detailed %t&dy* an atte'pt ha% been 'ade to
pre%ent co'prehen%i/e analy%i% o( con%&'ption o( Cadb&ry and ne%tle chocolate%
con%&'ed by the people- The data had been &%ed to co/er /ario&% a%pect% li,e
con%&'ption* con%&'er7% pre(erence and c&%to'er7% %ati%(action re)ardin) Cadb&ry and
Ne%tle chocolate%- .n collectin) re8&i%ite data and in(or'ation re)ardin) the topic
%elected* . +ent to the re%ident% o( "&dhiana and collected the data-
S7#2(3 +(s'-*:
The %t&dy i% a cro%% %ectional %t&dy beca&%e the data +ere collected at a %in)le point o(
ti'e- For the p&rpo%e o( pre%ent %t&dy a related %a'ple o( pop&lation +a% %elected on the
ba%i% o( con/enience-
S%5/8( S':( %*+ D(s'-*:
! %a'ple o( >?? people +a% ta,en on the ba%i% o( con/enience- The act&al con%&'er%
+ere contacted on the ba%i% o( rando' %a'plin)-
R(s(%#)$ P(#'o+:
Re%earch +or, i% only carried (or 9 or : +ee,%-
R(s(%#)$ I*s&#75(*&:
Thi% +or, i% carried o&t thro&)h %el(2ad'ini%tered 8&e%tionnaire%- The 8&e%tion% incl&ded
+ere open ended* dichoto'o&% and o((ered '&ltiple choice%-
D%&% Co88()&'o*:
The data* +hich i% collected (or the p&rpo%e o( %t&dy* i% di/ided into 9 ba%e%0
P#'5%#3 So7#)(: The pri'ary data co'pri%e% in(or'ation %&r/ey o(
Co'parati/e %t&dy o( con%&'er beha/ior to+ard% Ne%tle and Cadb&ry
chocolate%$- The data ha% been collected directly (ro' re%pondent +ith the help
o( %tr&ct&red 8&e%tionnaire%-
S()o*+%#3 So7#)(: The %econdary data +a% collected (ro' internet*
Re(erence% (ro' "ibrary-
D%&% A*%83s's:
The data i% analy6ed on the ba%i% o( %&itable table% by &%in) 'athe'atical techni8&e%-
The techni8&e that . ha/e &%ed i% bar techni8&e-
ANALYSIS OF THE STUDY
LIKING FOR THE CHOCOLATES
T%,8(:<
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Liking For the Chocolate
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Response
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Chart:1
Fro' the abo/e analy%i% o( the )i/en %a'ple o( >?? re%pondent% it i% concl&ded that o&t
o( >?? people @< people li,e% to eat chocolate +hile only < people don7t pre(er to eat
chocolate-
DIFFERENT AGE GROUPS
T%,8(:!
AGE GROUPS =-<= <=-!= !=-= ABO1E =
NUMBER OF
RESPONDENTS
>; ;9 :: >>
AGE GROP!
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AGE GROP!
N

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A"ove .'
C$%#&:!
!ccordin) to the abo/e analy%i% it i% concl&ded that . ha/e %&r/eyed >?? re%pondent% o&t
o( +hich >;* ;9* ::* >> belon)% to a)e )ro&p ?2>?* >?29?* 9?2:?* abo/e:? re%pecti/ely-
PREFERENCE ACCORDING TO AGE GROUPS
T%,8(:
AGE GROUPS
BRANDS =-<= <=-!= !=-= ABO1E =
CADBURY C :< 9; <
NESTLE < = E <
NO CONSUMTION 9 > > >
PREFERENCE ACCOR$&NG %O AGE
GROP!
0
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NESTLE
6A7842-
C$%#&:
!ccordin) to the abo/e analy%i% it i% concl&ded that people o( di((erent a)e )ro&p% pre(er
'o%tly Cadb&ry brand o( chocolate +hile Ne%tle brand i% lea%t pre(erred by the a)e )ro&p
bet+een >?29?- People o( a)e )ro&p abo/e :? e8&ally li,e% to ha/e both brand%-
BRAND PREFERENCE
T%,8(:>
BRANDS PREFERENCE BY CONSUMERS
CADBURY C:
NESTLE 99
#ran' Preference
0.
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Chocolate #ran's
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Nestle
C$%#&:>
Fro' the abo/e analy%i% o( )i/en %a'ple o( @: re%pondent% +ho eat chocolate% it i%
concl&ded that only 99 people pre(er to eat Ne%tle chocolate% +hile C: people li,e% to eat
Cadb&ry chocolate%-
PURCHASE OF CHOCOLATES
PURCHASE OF CADBURY CHOCOLATES
T%,8(:"
CADBURY CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS
DAIRY MILK =@
" STAR =;
PERK =>
CELEBRATIONS ;@
TEMPTATIONS ;>
Ca'bur) chocolates Purchase' #) People
*%
*)
*,
)%
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!ub*bran's of Ca'bur) Chocolate
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7airy 9il# & Star 5er# 6ele"rations Teptation
C$%#&:"
Fro' the abo/e analy%i% o( )i/en %a'ple o( C: re%pondent% +ho eat Cadb&ry chocolate%
it i% concl&ded that 'o%tly people ha% p&rcha%ed Dairy Mil, %&b2brand o( Cadb&ry +hile
Te'ptation i% lea%t p&rcha%ed by the people-
PURCHASE OF NESTLE CHOCOLATES
T%,8(:6
NESTLE CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS
KIT KAT >C
MUNCH >@
MILKY BAR >E
BAR- ONE >=
MILK CHOCOLATE >>
Nestle chocolates Purchase' b) People
,0
,%
,+
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!ub*bran's of Nestle Chocolates
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Kit Kat 9unch 9il#y 8ar 8ar/3ne 9il# 6hocolate
C$%#&:6
Fro' the abo/e analy%i% o( )i/en %a'ple o( 99 re%pondent% +ho eat Ne%tle chocolate% it
i% concl&ded that 'o%tly all %&b2brand% are p&rcha%ed by people b&t top 'o%t i% M&nch
(ollo+ed by Mil,y #ar and Dit Dat- hile %&r/eyin) +e ha/e (o&nd that 'any people are
not a+are o( Mil, Chocolate-
O1ERALL PURCHASE OF CHOCOLATES
T%,8(:?
O1ERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES
SUB-BRANDS PERCENTAGE OF PURCHASE
DAIRY MILK >:
" STAR >9
PERK >>
CELEBRATIONS @
TEMPTATIONS C
KIT KAT >?
MUNCH >>
MILKY BAR >>
BAR ONE @
MILK CHOCOLATE C
!ub*bran's of Chocolates purchase' #) People
,.:
,(:
,,:
%:
0:
,':
,,:
,,:
%:
0:
7airy 9il#
& Star
5er#
6ele"rations
Teptation
Kit Kat
9unch
9il#y 8ar
8ar/3ne
9il# 6hocolate
C$%#&:?
Fro' the abo/e analy%i% it i% concl&ded that o/erall Dairy Mil, i% p&rcha%ed by people
(ollo+ed by < Star +hile Te'ptation and Mil, Chocolate i% lea%t p&rcha%ed by people-
PREFERENCE OF SUBRANDS OF CHOCOLATES
PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES
T%,8(: @
CADBURY CHOCOLATES
SUB- BRANDS GRAND TOTAL
OF
PREFERENCE
A1ERAGE
AGRAND TOTAL B No.
OF RESPONDANTSC
RANKS
DAIRY MILK :>< ;-: >
" STAR 99? : 9
PERK >C= 9-; :
CELEBRATIONS >:= >-E= ;
TEMPTATION @> >-9; <
!ccordin) to the abo/e analy%i% it i% concl&ded that in Cadb&ry #rand* Dairy 'il, i% the
'o%t pre(erred %&b2brand a% it i% ran,ed (ir%t by the re%pondent%- hile Te'ptation i% the
lea%t pre(erred %&b2brand o( Cadb&ry chocolate%-
PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES
T%,8(:D
NESTLE CHOCOLATES
SUB- BRANDS GRAND
TOTAL OF
PREFERENCE
A1ERAGE
AGRAND TOTAL B No. OF
RESPONDANTSC
RANKS
KIT KAT C? :->E >
MUNCH =; 9-@ :
MILKY BAR =< 9-@< 9
BAR-ONE ;< 9-?< ;
MILK
CHOCOLATE
:? >-:= <
!ccordin) to the abo/e analy%i% it i% concl&ded that in Ne%tle #rand* M&nch i% the 'o%t
pre(erred %&b2brand a% it i% ran,ed (ir%t by the re%pondent%- hile Mil, Chocolate i% the
lea%t pre(erred %&b2brand o( Cadb&ry chocolate%-
INFLUENCING FACTORS DURING PURCHASE
O1ERALL INFLUENCE
T%,8( :<=
FACTORS GRAND TOTAL A1ERAGE RANK
FLA1ORBTASTE ;:< ;-<E >
PRICE 9@< :-> @
QUALITY :@> ;->9 9
PACKAGING :;; :-=9 ;
FORM :?> :->C C
BRAND :<; :-C: :
IMAGE :;; :-=9 ;
COLOR 9@C :->: E
SHAPE 9=E 9-E9 >?
QUANTITY :;9 :-= =
!ccordin) to the abo/e analy%i% it i% concl&ded that on an a/era)e 'o%tly people are
in(l&enced by (la/orLta%te (ollo+ed by 8&ality* brand and i'a)e- .t i% %&rpri%ed to ,no+
that /ery (e+ people are in(l&enced by price (ollo+ed by %hape o( the chocolate-
INFLUENCING FACTORS DURING PURCHASE OF CADBURY
CHOCOLATES
T%,8(:<<
FACTORS GRAND TOTAL A1ERAGE RANK
FLA1ORBTASTE ::< ;-= >
PRICE 9:< :-9 C
QUALITY :?C ;-9 9
PACKAGING 9CC :-C@ :
FORM 9:> :->= E
BRAND 9C> :-C> ;
IMAGE 9=9 :-<@ <
COLOR 99; :-?C @
SHAPE 9>: 9-@9 >?
QUANTITY 9=9 :-<@ <
!ccordin) to the abo/e analy%i% it i% concl&ded that on an a/era)e 'o%tly people are
in(l&enced by (la/orLta%te (ollo+ed by 8&ality* pac,a)in) and brand- Here color and
%hape are not all in(l&encin) people +hile p&rcha%in) Cadb&ry chocolate%-
INFLUENCING FACTORS DURING PURCHASE OF NESTLE
CHOCOLATES
T%,8(:<!
FACTORS GRAND TOTAL A1ERAGE RANK
FLA1ORBTASTE >?? ;-< >
PRICE =? 9-C9 <
QUALITY E; :-E9 9
PACKAGING =C :-?; @
FORM C? :->E E
BRAND E: :-CC :
IMAGE E9 :-C: ;
COLOR C: :-:9 C
SHAPE << 9-< >?
QUANTITY E? :-=; =
!ccordin) to the abo/e analy%i% it i% concl&ded that on an a/era)e 'o%tly people are
in(l&enced by (la/orLta%te (ollo+ed by 8&ality* brand and i'a)e- Here pac,a)in) and
%hape are not all in(l&encin) people +hile p&rcha%in) Ne%tle chocolate%-
FACTORS GI1ING MOST SATISFACTION TO CONSUMERS
O1ERALL
T%,8(:<
FACTORS GRAND TOTAL A1ERAGE RANK
FLA1ORBTASTE ;9C ;-E> >
PRICE ::C :-= ;
QUALITY :=C :-E= 9
PACKAGING ::E :-<= <
FORM ::9 :-;@ C
BRAND :<E :-CC :
IMAGE :9E :-;< @
COLOR ::9 :-;@ C
SHAPE ::< :-<9 =
QUANTITY :9E :-;< @
!ccordin) to the abo/e analy%i% it i% concl&ded that on an a/era)e people are 'o%t
%ati%(ied +ith the (la/orLta%te o( a chocolate (ollo+ed by 8&ality and brand- .t i%
%&rpri%in) to ,no+ that altho&)h people are %ati%(ied +ith 8&ality b&t &n%ati%(ied +ith the
8&antity-
IN CADBURY CHOCOLATE
T%,8(:<>
FACTORS GRAND TOTAL A1ERAGE RANK
FLA1ORBTASTE ::; ;-= >
PRICE 9=@ :-=E <
QUALITY 9E9 :-E= 9
PACKAGING 9C9 :-C: ;
FORM 9=; :-=9 =
BRAND 9E9 :-E= 9
IMAGE 9;C :-:E >?
COLOR 9<@ :-<< C
SHAPE 9<E :-<: E
QUANTITY 9<< :-;@ @
!ccordin) to the abo/e analy%i% it i% concl&ded that on an a/era)e people are 'o%t
%ati%(ied +ith the (la/orLta%te o( a chocolate (ollo+ed by 8&ality and brand- .t i%
%&rpri%in) to ,no+ that altho&)h people are %ati%(ied +ith 8&ality b&t &n%ati%(ied +ith the
8&antity and i'a)e-
IN NESTLE CHOCOLATE
T%,8(:<"
FACTORS GRAND TOTAL A1ERAGE RANK
FLA1ORBTASTE @: ;-9 >
PRICE =E :-?@ E
QUALITY E< :-E= 9
PACKAGING == : >?
FORM =E :-?@ E
BRAND C= :-;< <
IMAGE E> :-=E :
COLOR C: :-:9 =
SHAPE CC :-< ;
QUANTITY C: :-:9 =
!ccordin) to the abo/e analy%i% it i% concl&ded that on an a/era)e people are 'o%t
%ati%(ied +ith the (la/orLta%te o( a chocolate (ollo+ed by 8&ality and i'a)e- .t i%
%&rpri%in) to ,no+ that altho&)h people are %ati%(ied +ith 8&ality b&t &n%ati%(ied +ith the
(or' and pac,a)in)-
FORM PREFERENCE
T%,8(:<6
FORM OF CHOCOLATE NUMBER OF
RESONDENTS
HARD ::
NUTTIES 9<
CRUNCHY 9@
CHEW 9?
Form of a Chocolate Prefere' b) People
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N4TTIES
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C$%#&:@
!ccordin) to the abo/e analy%i% it i% concl&ded that 'o%t o( the people li,e% to eat hard
chocolate and che+ (or' o( a chocolate i% lea%t pre(erred-
PACK OF CHOCOLATES PREFERED
T%,8(:<?
PACK SIEE NUMBER OF RESPONDENTS
SMALL 9E
BIG ;E
FAMILY PACK >@
Pack of Chocolate Prefere'
(+
)+
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S9ALL
8I1
=A9IL- 5A6K
C$%#&:D
!ccordin) to the abo/e analy%i% it i% concl&ded that o&t o( %a'ple o( @< people +ho eat
chocolate% li,e% to b&y bi) pac,- Fa'ily pac, i% 'o%tly pre(erred by a)ed people only-
PROMOTIONAL OFFERS
T%,8(:<@
PROMOTIONAL OFFERS NUMBER OF RESPONDENTS
FREE GIFTS <9
PRICE OFFER 9:
ANY OTHER 9?
Effect of Promotional Offers +hile
Purchase
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Promotional Offers
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=2EE 1I=TS
52I6E 3==E2
AN- 3T;E2
C$%#&: <=
!ccordin) to the abo/e analy%i% it i% concl&ded that o&t o( %a'ple o( @< people +ho eat
chocolate <9 are attracted by (ree )i(t%* 9: by price o((er% +hile 9? +ere attracted by
%o'e other rea%on%-
FACTORS AFFECTING PURCHASE
T%,8(:<D
FACTORS NUMBER OF
RESPONDENTS
AD1ERTISEMENT =<
SUGGESTION FROM FRIENDS AND
RELATI1ES
>=
ATTRACTI1E DISPLAY >>
DOCTORS AD1ICE ><
BRAND AMBASSADORS @
INGREDIENTS 9<
Factors Affecting Purchase
*&
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A7>E2TISE9ENT
S411ESTI3N
=239 =2IEN7S
AN7 2ELATI>ES
ATT2A6TI>E
7IS5LA-
736T32$S
A7>I6E
82AN7
A98ASS732S
IN12E7IENTS
C$%#&: <<
!ccordin) to the abo/e analy%i% it i% concl&ded that !d/erti%e'ent i% the be%t 'ea%&re to
attract c&%to'er% to p&rcha%e 'ore- .t% i'pact i% '&ch 'ore than other (actor%- hile
(riend% and relati/e% and brand a'ba%%ador% al%o play a %i)ni(icant role in thi% re)ard-
MEDIA OF AD1ERTISEMENT
T%,8(:!=
MEDIA OF AD1ERTISEMENT NUMBER OF RESPONDENTS
TELE1ISION E9
NEWSPAPERS C
BROCHURES :
HOARDING ;
DISPLAY ><
"e'ia of A',ertisement influencing the Purchase
+(
0
.
)
,&
'
('
)'
*'
+'
,''
,
"e'ia Of A',ertising
N
u
m
b
e
r

o
f

C
u
s
t
o
m
e
r
s
Television
Newspapers
8rochers
;oarding
7isplay
C$%#&:<!
!ccordin) to the abo/e analy%i% it i% concl&ded that tele/i%ion e'er)e% a% the be%t 'edia
(or ad/erti%e'ent o( chocolate% that co'pel con%&'er% to b&y- .t i% '&ch 'ore than other
+ay% a% o&t o( @< re%pondent% E9 are attracted to by thro&)h tele/i%ion 'edia +hile
broch&re% are the lea%t attractin) 'edia-
FREQUENCY OF CONSUMPTION
T%,8(:!<
FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS
ONCE IN A FORTNIGHT >=
DAILY >C
WEEKLY :@
MONTHLY >E
QUARTERLY <
Fre-uenc) of Consumption
,*
,0
.%
,+
&
'
,'
('
.'
)'
&'
,
Fre-uenc)
N
u
m
b
e
r

o
f

C
o
n
s
u
m
e
r
s
3nce in a
fortnight
7aily
<ee#ly
9onthly
?uarterly
C$%#&:<
!ccordin) to the abo/e analy%i% it i% concl&ded that 'o%tly people p&rcha%e chocolate%
+ee,ly- Only >< o&t o( @< p&rcha%e chocolate% 8&arterly-
REASONABLE PRICE
T%,8(:!!
PRICE OF CHOCOLATE NUMBER OF RESPONDENTS
BELOW " =
"-<= 9:
<=-!= <>
!=-= ;
ABO1E = >>
Reasonable Price
*
(.
&,
)
,,
'
,'
('
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&'
*'
,Price
N
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b
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r

o
f

C
o
n
s
u
m
e
r
s
8elow&
& to ,'
,' to ('
(' to .'
A"ove .'
C$%#&: <>
!ccordin) to the abo/e analy%i% it i% concl&ded that the con%&'er thin,% >?29? R% i% the
rea%onable price o( a chocolate- So it '&%t be +orth+hile to ,no+ thi% a% it 'ay e((ect the
%ale o( chocolate%-
CONSUMER9S BRAND LOYALTY
T%,8(:!
BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS
POSTPONE YOUR PURCHASE 9=
SWITCH O1ER TO OTHER BRANDS 9;
GO TO OTHER SHOP FOR SEARCH
OF PREFERED BRAND
;<
#ran' Lo)alt)
(*
()
)&
'
,'
('
.'
)'
&'
,
Action of Consumers in
absence of Prefere' #ran'
N
u
m
b
e
r

o
f

c
o
n
s
u
m
e
r
s
5ostpone 5urchase
Switch 8rand
Search in other
Shop
C$%#&:<"
!ccordin) to the abo/e analy%i% it i% concl&ded that 'o%tly people are loyal to the brand
a% in the ab%ence o( a/ailability o( their pre(erred brand 'o%tly people li,e to %earch (or it
or they are ready to po%tpone their p&rcha%e-
REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED
T%,8(:!>
SHIFT TO NEW BRAND OF THE
PREFERED PRODUCT
NUMBER OF RESPONDENTS
NO, NOT AT ALL :<
MAY CONSIDER 9C
NO, SHALL NOT ;
CAN9T SAY 9@
Reaction of consumers if ne+ bran'
is intro'uce'
.&
(0
)
(%
'
,'
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,
Reactions
N
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b
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C
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s
u
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e
r
s
No@ Not at all
9ay 6onsider
Shall Not
6an$t Say
C$%#&:<6
!ccordin) to the abo/e analy%i% it i% concl&ded that 'o%tly people are addicted to the
%a'e (la/or or ta%te and they don7t +ant to chan)e it a% o&t o( @< re%pondent% :< are not
ready to try ne+ brand at any co%t-
REASONS FOR NOT SWITCHING O1ER TO OTHER BRANDS
!ll the con%&'er% +hy they contin&e to b&y the old brand )a/e /ario&% i'portant
rea%on%- The 'o%t i'portant rea%on% )i/en by the con%&'er% +ere0
Ta%teLFla/or
#rand
.'a)e
F&ality
Pac,a)in)
FINDINGS
CONSUMER RESEARCH:
Con%&'er re%earch deal% +ith con%&'er and their
proble'% and %ol&tion to the proble'%- .n thi% . ca'e to ,no+ abo&t the
con%&'er% need and e5pectation le/el% re)ardin) prod&ct% and a%certainable
le/el% o( con%&'er %ati%(action-
PRODUCT RESEARCH:
Under prod&ct re%earch . ca'e to ,no+ abo&t the
'odi(ication +hich con%&'er% +ant% a% to the 8&ality* pac,in)* %hape* color* and
8&antity etc o( their (a/orite chocolate-
PRICING RESEARCH:
Thi% incl&de% ability to con%&'e* to pay (or the prod&ct*
ho+ '&ch a per%on can %pend on hi%Lher (a/orite chocolate- .n thi% . ha/e tried to (ind
o&t con%&'er7% price e5pectation% and reaction%-
AD1ERTISING RESEARCH:
Under thi% . ha/e concl&ded that +hether the
ad/erti%e'ent appeal% the con%&'er% or not- Thi% al%o incl&de% e/al&atin) and
%electin) the proper 'edia2'i5 and 'ea%&rin) ad/erti%in) e((ecti/ene%%-
CONCLUSION
! %&r/ey o( the people ha% been cond&cted to ,no+ the li,in) pattern o(
the t+o prod&ct% Cadb&ry and Ne%tle- .t i% ob%er/ed that o/erall people li,e to eat
Cadb&ry brand rather than Ne%tle- .t i% concl&ded that 'o%tly people pre(erred
Dairy Mil, o( Cadb&ry d&e to it% (la/orLta%te* 8&ality and i'a)e and d&e to it%
hard (or'- So'e people o(ten li,e to ha/e a chocolate +ith )ood (la/or* 8&ality
and cr&nchine%% %o they are )oin) to+ard% Dit Dat and M&nch o( Ne%tle d&e to it%
ta%te and cr&nchine%%-
.t i% th&% concl&ded (ro' the (act% collected that 'o%tly people re(er to
b&y bi) pac, o( their (a/orite chocolate* and %o'eti'e% %o'e o( the' )o (or
%'all and (a'ily pac,-
SUGGESTIONS AND RECOMMENDATIONS
Co'pany %ho&ld concentrate 'ore on tele/i%ion (or ad/erti%e'ent* a% 'o%tly
people )et attracted thro&)h tele/i%ion only-
For pro'otional o((er%* co'pany %ho&ld )o (or (ree )i(t% rather than )oin) (or
other +ay%-
Ne%tle co'pany %ho&ld concentrate on it% pac,in) a% people are lea%t %ati%(ied
+ith it +hile Cadb&ry %ho&ld concentrate on the %hape o( a chocolate-
People are &n%ati%(ied +ith the price and 8&antity o( chocolate %o co'panie%
%ho&ld concentrate in thi% re)ard al%o-
BIBLIOGRAHY
http0LL+++-cadb&ryindia-co'
http0LL+++-ne%tle-co'
http0LL+++-aphrodite2chocolate%-co-&,Lhi%toryUchocolate-ht'
http0LL+++-)oo)le-co'
http0LL+++-cadb&ry-co-n6Lcarni/alLinde5-ht'
http0LL+++-pac,a)in) 2technolo)y-co'LVLcadb&ry;-ht'l
http0LL+++-chocolatere/ie+-co-&,
http0LLen-+i,ipedia-or)L+i,iLpre(erence
QUESTIONNAIRE
PROJECT REPORT ON CONSUMER PREFERENCETOWARDS NESTLE AND
CADBURY CHOCOLATES
F&e>- Do yo& eat chocolateQ
Ye% No
F&e9- hich brand o( chocolate do yo& pre(erQ
Cadb&ry Ne%tle
F&e:- hich %&b2brand yo& ha/e p&rcha%edQ
Cadb&ry Ne%tle
Dairy Mil, Dit Dat
<Star M&nch
Per, Mil,y #ar
Celebration% #ar2One
Te'ptation Mil, Chocolate
F&e;- Ran, the %&b2brand% o( chocolate% accordin) to yo&r pre(erenceQ I> (or 'o%t
pre(erredK
Cadb&ry Ne%tle
Dairy Mil, Dit Dat
<Star M&nch
Per, Mil,y #ar
Celebration% #ar2One
Te'ptation Mil, Chocolate
F&e<- Ho+ '&ch i'portance do yo& )i/e to the (ollo+in) (actor% +hen yo& p&rcha%e a
chocolateQ ITic, in the de%ired col&'nK
Factor% 3ery
.'portant
.'portant Nor'al "ea%t
.'portant
None
Fla/orLta%te
Price
F&ality
Pac,a)in)
For'
#rand
.'a)e
Color
Shape
F&antity
F&e=- Ho+ '&ch are yo& %ati%(ied +ith the (ollo+in) (actor% in yo&r pre(erred
chocolateQ ITic, in the de%ired col&'nK
Factor% 3ery
Sati%(ied
Sati%(ied Nor'al "ea%t
Sati%(ied
Can7t Say
Fla/orLta%te
Price
F&ality
Pac,a)in)
For'
#rand
.'a)e
Color
Shape
F&antity
F&eC- hich (or' o( a chocolate do yo& li,eQ
Hard N&ttie%
Cr&nchy Che+
F&eE- hat pac, do yo& p&rcha%eQ
S'all #i) Fa'ily Pac,
F&e@- hich pro'otional o((er% attract yo& 'o%tQ
Free )i(t% Price O((er !ny other
F&e>?-hich o( the%e (actor% a((ect yo&r p&rcha%eQ
!d/erti%e'ent
S&))e%tion (ro' (riend% and relati/e%
!ttracti/e Di%play
Doctor% !d/ice
#rand !'ba%%ador%
.n)redient%
F&e>>- hich 'edia o( ad/erti%e'ent in(l&ence yo&r p&rcha%eQ
Tele/i%ion Ne+%paper% #roch&re%
Hoardin) Di%play
F&e>9- Ho+ (re8&ently do yo& p&rcha%e chocolate%Q
Once in a (ortni)ht Daily
ee,ly Monthly
F&arterly
F&e>:- hat accordin) to yo& i% the rea%onable price o( chocolateQ
#elo+< <2>? >?29?
9?-:? !bo/e :?
F&e>;- .( yo&r pre(erred brand i% not a/ailable (or repeat p&rcha%e then +hat +ill yo& doQ
Po%tpone yo&r p&rcha%e
S+itch o/er to other brand
4o to the other %hop to %earch (or yo&r pre(erred brand
F&e><- .( another brand o( the %a'e prod&ct appear% in the 'ar,et* +ill yo& pre(er to %top
b&yin) thi% brand and b&y the ne+ brandQ
No* not at all . 'ay con%ider
No* . %hall not can7t %ay
F&e>=- .( yo& don7t li,e to chan)e to the ne+ brand* then +hat are the rea%on% (or
contin&in) to p&rcha%e the old brandQ
PERSON!" DET!."S
Na'e0
!ddre%%0
!)e0
#et+een ?2>? #et+een>?29?
#et+een 9?2:? !bo/e :?
4ender0
Phone N&'ber0
Marital %tat&%0
Ed&cation0
Pro(e%%ion0
TH!NDS