A Grand Project Report On: Study of Consumer Preference Towards Cadbury and Nestle Chocolates

A
Grand Project Report

On
STUDY OF CONSUMER
PREFERENCE TOWARDS CADBURY AND NESTLE
CHOCOLATES
Good Food, Good L!e
SHREE"# D#STR#BUTORS
At "$na%ad&
Prepared '()
Hte*& "+ ,ac&&an -MBA.#,/
Ro00 No+ 12
Project G$de)
Mr+ Na0e*& L3'a*(a
R+4+ Co00e%e o! B$*ne** Mana%e3ent
-R+4+C+B+M+/
S$'3tted to)
Sa$ra*&tra Un5er*t(6Raj7ot
1
R. K. College of Business Management

DECLARAT#ON
I, undersigned Mr. Hitesh Vachhani student of MBA semester IV from R.K.COLL!
O" B#$I%$$ MA%A!M%&, RA'KO&, declare that I ha(e )re)ared this )ro*ect
re)ort on +$&#,- O" CO%$#MR .R"R%C &O/AR,$ CA,B#R- A%,
%$&L CHOCOLA&$, (Marketing-officer, Mr.Nilesh Sachaniya, Junagadh), and 01
.rof. ,r. % M Khandel2aal 3,irector4 R. K. college of 0usiness management.
I also declare that this )ro*ect re)ort is m1 o2n original 2or5 and not co)ied from
an12here else.
Date:
Place:
Signature
6

Pre!ace
An Industrial, Business or ser(ice organi7ation 01 ta5ing u) a )ro*ect stud1 is
most im)ortant )art of our M.B.A course 8 is must as )er the s1lla0us )rescri0ed
01 $aurashtra #ni(ersit1. Our MBA course is of administrati(e and managerial
acti(it1 of industrial, Business or ser(ice organi7ation. &he main o0*ecti(e of this
)ro*ect stud1 is to hel) the student to de(elo) a0ilit1 of research of the )roducts
and )ractical techni9ue to sol(e real life )ro0lem related to the )roducts.
According to the rules, I ha(e ta5en m1 grand )ro*ect re)ort in $HR'I
,I$&RIB#&OR$ at *unagadh. Our gardeners and )rofessors gi(es the 5no2ledge
and guidance of nestle to me.
&he grand )ro*ect )rogrammed for student of M.B.A $am:i( training is near a0out
t2o months. &heoreticall1 5no2ledge and class room discussion is not that much
sufficient for the student, 0ut training gi(e them )ractical and da1 to da1 2or5ing
of %estle
In this grand )ro*ect re)ort I had tried to anal17e the needs of the customers and
suggest them the most suita0le )roduct solutions. As 2ell as I also anal17ed the
0rand a2areness among the )eo)le.
;

AC4NOWLEDGEMENT
(er1 )iece of hard 2or5 re9uires the com0ined efforts and talents of man1 )eo)le. An
am0itious 2or5 of this 5ind, )ro(iding anal1tical re(ie2 to the su0*ect 2ould ha(e
remained a conce)t rather than the finished )roduct 2ithout coo)eration of those 2ho
res)ondent to our re9uest to contri0ute. Ho2e(er, I alone is res)onsi0le for an1
shortcomings remained in this re)ort.
I am (er1 much graceful to our res)ected .rof. ,r. %.M. KHA%,L/AAL3,irector4
RK College of Business Management 2ho has enriched m1 5no2ledge and ga(e me a
moral su))ort to do this re)ort. I am also highl1 than5ful to him for sho2ing the right
)ath and encouraging me for the )re)aration of this re)ort.
I am (er1 much than5ful to Mr. %ilesh $achani1a 8 Mr. Vi)ul Rancch for allo2ing me
to ta5e training in a re)uted %estle ,istri0utor 5no2s as <$HR'I ,I$&RIB#&OR$=.
I am (er1 much than5ful to Mr. %ailesh Lim0asi1a, 3Lecturer of R+K. College of
Business Management4, the )ro*ect 2or5 )resented in this re)ort is carried out under
su)er(ision and guidance of Mr. %ailesh Lim0asi1a.
Last 0ut not least, I am than5ful to m1 entire staff mem0er 2ho ha(e hel)ed us directl1
or indirectl1 in )re)aring this re)ort.
>

#NDE8
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#nd$*tr( O5er5e9
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#NDUSTRY O,ER,#EW
H*tor( o! c&oco0ate)
&he origin of chocolate can 0e traced 0ac5 to the ancient Ma1a and A7tec ci(ili7ations in
Central America, 2ho first en*o1ed +chocolatiD a much:)ri7ed s)ic1 drin5 made from
roasted cocoa 0eans.
&hroughout its histor1, 2hether as cocoa or drin5ing chocolate 0e(erage or
confectionar1 treat, chocolate has 0een a much sought after food.
T&e A:tec e3pre
+ChocolateD3in the form of a luEur1 drin54 2as consumed in large 9uantities 01 the
a7tecsF the drin5 2as descri0ed as + finel1 ground, soft, foam1, reddish, 0itter 2ith chilli
2ater, aromatic flo2ers, (anilla and 2ild 0ee hone1.
&he dr1 climate meant the A7tecs 2ere una0le to gro2 cocoa trees, and had to o0tain
su))lies of cocoa 0eans from + tri0uteD or trade
Don Corte*
&he $)anish in(aded MeEico in the 1B
th
centur1, 01 this time the A7tecs had created a
)o2erful em)ire, and the $)anish armies con9uered MeEico. ,on Cortes 2as made
ca)tain general and go(ernor of MeEico.
/hen he returned to $)ain in1A6G he loaded his galleons 2ith cocoa 0eans and
e9ui)ment for ma5ing the chocolate drin5. $oon +chocolateD 0ecame a fashiona0le drin5
en*o1ed 01 the rich in $)ain.
C&oco0ate acro** E$rope
An Italian tra(eler, "rancesco carletti, 2as the first to 0rea5 the $)anish mono)ol1. He
had (isited Central America and seen ho2 the Indians )re)ared the cocoa 0eans and ho2
the1 made the drin5, and 01 1BHB chocolate 2as 2ell esta0lished in Ital1.
@

Drn7n% c&oco0ate
&he secret of chocolate 2as ta5en to "rance in 1B1A, 2hen Anne, daughter of .hilli) 6 of
$)ain married 5ing Louis 1; of "rance &he "rench court enthusiasticall1 ado)ted this
ne2 eEotic drin5, 2hich 2as considered to ha(e medicinal 0enefits as 2ell as 0eing a
nourishing food. !raduall1 the custom of drin5ing chocolate s)read across uro)e,
reaching ngland in the 1BAH=s
Fr*t c&oco0ate !or eatn%
#) until this )oint all chocolate reci)es 2ere 0ased on )lain chocolate. It 2as an nglish
doctor, sir Hans=s $loane, 2ho: after tra(eling in south America: focused on cocoa and
food (alues, 0ringing a mil5 chocolate reci)e 0ac5 to ngland.
&he original Cad0ur1 mil5 chocolate 2as )re)ared to his reci)e.
H*tor()
&he earliest record of chocolate 2as o(er fifteen hundred 1ears ago in the central
America rain forests, 2here the tro)ical miE of high rain fall com0ined 2ith high 1ear
round tem)eratures and humidit1 )ro(ide the ideal climate for culti(ation of the )lant
from 2hich chocolate is deri(ed, the cacao tree.
+ Chocolate is made from the cocoa 0ean, found in )ods gro2ing from the trun5 and
lo2er 0ranches of the cacao tree, Latin name + theo0roma cacaoD meaning + food of the
godsD Cacao 2as corru)ted into the more familiar + cocoaD 01 the earl1 uro)ean
eE)lorers. &he Ma1a 0re2ed a s)ic1, 0itters2eet drin5 01 roasting and )ounding the
seeds of the cacao tree 2ith mai7e and ca)sicum )e))ers and letting the miEture ferment.
&his drin5 2as reser(ed for use in ceremonies as 2ell as for drin5ing 01 the 2ealth1 and
religious eliteI the1 also ate cacao )orridge.
&he A7tecs, li5e the Ma1ans, also en*o1ed cacao as a 0e(erage fermented from the ra2
0eans, 2hich again featured )rominentl1 in ritual and as a luEur1 a(aila0le onl1 to the
(er1 2ealth1. &he A7tecs called this drin5 Eocolatl, the $)anish con9uistadors found this
G

almost im)ossi0le to )ronounce and so corru)ted it to the easier + chocolatD the nglish
further changed this to chocolate.
&he A7tec=s regarded chocolate as an a)hrodisiac and their em)eror, Monte7uma
re)utedl1 dran5 it fift1 times a da1 from a golden go0let and is 9uoted as sa1ing of
EocolatlF + the di(ine drin5, 2hich 0uilds u) resistance and fights fatigue. A cu) of this
)recious drin5 )ermits a man to 2al5 for a 2hole da1 2ithout foodD
C&oco0ate n E$rope
CocolatlJ or chocolat or chocolate as it 0ecame 5no2n, 2as 0rought to uro)e 01
Corte7, 01 this time the con9uistadors had learned to ma5e the drin5 more )alata0le to
uro)ean tastes 01 miEing the ground roasted 0eans 2ith sugar and (anilla 3 a )ractice
still continued toda14, thus offsetting the s)ic1 0itterness of the 0re2 the A7tec=s dran5.
&he first chocolate factories o)ened in $)ain, 2here the dried fermented 0eans 0rought
0ac5 from the ne2 2orld 01 the $)anish treasure fleets 2ere roasted and ground, and 01
the earl1 1@
th
centur1 chocolate )o2der K from 2hich the uro)ean (ersion of the drin5
2as made: 2as 0eing eE)orted to other )arts of uro)e. &he $)anish 5e)t the source of
the drin5: the 0eans: a secret for man1 1ears, so successfull1 in fact, that 2hen nglish
0uccaneers 0oarded 2hat the1 thought 2as a $)anish + treasurer galleonD in 1A@L, onl1
to find it loaded 2ith 2hat a))eared to 0e + dried shee)=s dro))ings, the1 0urned the
2hole shi) in frustration. If onl1 the1 had 5no2n, chocolate 2as so eE)ensi(e at that
time, that it 2as 2orth it=s 2eight in sil(er 3 if not gold4, chocolate 2as treasure indeed J
/ithin a fe2 1ears, the cocoa 0e(erage made from the )o2der )roduced in $)ain had
0ecome )o)ular throughout uro)e, in the $)anish %etherlands, Ital1, "rance, !erman1
and K in a0out 1A6H K it arri(ed in ngland.
&he first chocolate house in ngland o)ened in London in 1BA@ follo2ed ra)idl1 01
man1 others. Li5e the alread1 2ell esta0lished coffee houses, the1 2ere used as clu0s
2here the 2ealth1 and 0usiness communit1 met to smo5e a cla1 )i)e of to0acco,
conduct 0usiness and sociali7e o(er a cu) of chocolate.
L

Bac7 to t&e A3erca;*
(ent=s 2ent full circle 2hen nglish colonists carried chocolate 3and coffee4 2ith them
to ngland=s colonies in north America. ,estined to 0ecome the united states of America
and Canada, the1 are no2 the 2orlds largest consumers K 01 far K of 0oth chocolate and
coffee, consuming o(er half of the 2ords total )roduction of chocolate alone.
T&e <$a7er*
&he Mua5ers 2ere, and still are, a )acifist religious sect, an offshoot of the )uritans of
nglish ci(il 2ar and )ilgrim fathers fame and a histor1 of chocolate 2ould not 0e
com)lete 2ithout mentioning their )art in it. $ome of the most famous names in
chocolate 2ere Mua5ers, 2ho for centuries held a (irtual mono)ol1 of chocolate ma5ing
in the nglish s)ea5ing 2orld K fr1, Cad0ur1 and ro2 tree are )ro0a0l1 the 0est 5no2n.
Its )ro0a0l1 0efore the time of the nglish ci(il 2ar 0et2een )arliament and 5ing
Charles 1st that the Mua5er=s 2ho e(ol(ed from the )uritans, first 0egan their historic
association 2ith chocolate. Because of their )acifist religion, the1 2ere )rohi0ited from
man1 normal 0usiness acti(ities, so as an industrious )eo)le 2ith a strong 0elief in the
2or5 ethic 3li5e the )uritans4, the1 in(ol(ed themsel(es in food related 0usinesses and
did (er1 2ell. Ba5ing 2as a common occu)ation for them 0ecause 0read 2as regarded as
the 0i0lical +staff of lifeD, and 0a5ers in ngland 2ere the first to add chocolate to ca5es
so it 2ould 0e a natural )rogression for them to start ma5ing )ure chocolate. &he1 2ere
also hea(il1 in(ol(ed in 0rea5fast cereals 0ut that=s another stor1.
/hat is certain is that the fr1, ro2 tree and Cad0ur1 families in ngland among others,
0egan chocolate ma5ing and in fact 'ose)h fr1 of fr1 8sons 3founded 1@6G in Bristol,
ngland4 is credited 2ith )roducing and selling the 2orld=s first chocolate 0ar. "r1=s
ha(e no2 all 0ut disa))eared 3ta5en o(er 01 Cad0ur14 and ro2 tree ha(e merged $2iss
com)an1 nestle, to form the largest chocolate manufacturer in the 2orld. Cad0ur1 ha(e
sta1ed 2ith chocolate )roduction and are no2, if not 9uite the largest, )ro0a0l1 one of
the 0est:5no2n chocolate ma5ers in the 2orld.
1H

C&oco0ate a* 9e 7no9 t
&he first mention of chocolate 0eing eaten in solid form is 2hen 0a5ers in ngland
0egan adding cocoa )o2der to ca5es in the mid 1BHH=s. &hen in 1G6G a ,utch chemist,
'ohannes (an houten, in(ented a method of eEtracting the 0itter tasting fat or +cocoa
0utterD from the roasted ground 0eans, his aim 2as to ma5e the drin5 smoother and more
)alata0le, ho2e(er he un5no2ingl1 )a(ed the 2a1 for solid chocolate as 2e 5no2 it.
Chocolate as 2e 5no2 it toda1 first a))eared in 1G>@ 2hen fr1 8 sons of Bristol,
ngland K miEed sugar 2ith cocoa )o2der and cocoa 0utter 3made 01 the (an houten
)rocess4 to )roduce the first solid chocolate 0ar then in1G@A a $2iss manufacturer,
,aniel )eters, found a 2a1 to com0ine 3some 2ould sa1 im)ro(e, some 2ould sa1 ruin4
cocoa )o2der and cocoa 0utter 2ith sugar and dried mil5 )o2der to )roduce the first
mil5 chocolate.
11

CHOCOLATE PRODUCT#ON
&he cocoa:0ean :: the heart of the s2eetest delicac1 in the 2orld :: is
0itterJ &his is 2h1, u) to the 1Gth centur1 some nati(e tri0es ate onl1 the
s2eetish flesh of the cocoa fruit. &he1 regarded the )recious 0ean as
2aste or used it, as 2as the case among the A7tecs, as a form of
currenc1.
T&e,arete*
&here are t2o 9uite different 0asic classifications of cocoa, under 2hich
)racticall1 all (arieties can 0e categorisedF Criollo and "orastero cocoas.
&he )ure (ariet1 of the Criollo tree is found mainl1 in its nati(e 9uador
and Vene7uela. &he seeds are of finer 9ualit1 than those of the "orastero (ariet1.
&he1 ha(e a )articularl1 fine, mild aroma and are, therefore, used onl1 in the )roduction
of high:9ualit1 chocolate and for 0lending. Ho2e(er, Criollo cocoa accounts for onl1
1HN of the 2orld cro). &he remaining LHN is har(ested from trees of the "orastero
famil1, 2ith its man1 h10rids and (arieties. &he main gro2ing area is /est Africa. &he
cocoa tree can flourish onl1 in the hottest regions of the 2orld.
T&e Har5e*t
Immediatel1 after har(esting, the fruit is treated to )re(ent it from
rotting. At fermentation sites either in the )lantation or at, collecting
)oints, the fruit is o)ened.
Fer3entaton
&he fermentation )rocess is decisi(e in the )roduction of high 9ualit1 ra2 cocoa. &he
techni9ue (aries de)ending on the gro2ing region.
Dr(n%
After fermentation, the ra2 cocoa still contains far too much 2aterI in fact a0out BHN.
Most of this has to 0e remo(ed.
16

/hat could 0e more natural than to s)read the 0eans out to dr1 on the sun:soa5ed ground
or on matsO After a 2ee5 or so, all 0ut a small )ercentage of the 2ater has e(a)orated.
C0eann%
Before the real )rocessing 0egins, the ra2 cocoa is thoroughl1 cleaned 01
)assing through sie(es, and 01 0rushing. "inall1, the last (estiges of
2ood, *ute fi0res, sand and e(en the finest dust are eEtracted 01 )o2erful
(acuum e9ui)ment.
Roa*tn%
&he su0se9uent roasting )rocess is )rimaril1 designed to de(elo) the aroma. &he entire
roasting )rocess, during 2hich the air in the nearl1 1H feet high furnaces reaches a
tem)erature of 1;H PC, is carried out automaticall1.
Cr$*&n% and *&e00n%
&he roasted 0eans are no2 0ro5en into medium si7ed )ieces in the crushing machine.
B0endn%
Before grinding, the crushed 0eans are 2eighed and 0lended according to s)ecial
reci)es. &he secret of e(er1 chocolate factor1 lies in the s)ecial miEing ratios, 2hich it
has de(elo)ed for different t1)es of cocoa.
Grndn%
&he crushed cocoa 0eans, 2hich are still fairl1 coarse are no2 )re:ground 01 s)ecial
milling e9ui)ment and then fed on to rollers 2here the1 are ground into a fine )aste. &he
heat generated 01 the resulting )ressure and friction causes the cocoa 0utter
3a))roEimatel1 AHN of the 0ean4 contained in the 0eans to melt, )roducing a thic5,
li9uid miEture.
&his is dar5 0ro2n in color 2ith a characteristic, strong odour. ,uring cooling it
graduall1 setsF this is the cocoa )aste.
1;

At this )oint the )roduction )rocess di(ides into t2o )aths, 0ut 2hich soon *oin again. A
)art of the cocoa )aste is ta5en to large )resses, 2hich eEtract the cocoa 0utter. &he other
)art )asses through (arious 0lending and refining )rocesses, during 2hich some of the
cocoa 0utter is added to it. &he t2o )aths ha(e re*oined.
CocoaB$tter
&he cocoa 0utter has im)ortant functions. It not onl1 forms )art of e(er1
reci)e, 0ut it also later gi(es the chocolate its fine structure, 0eautiful
lustre and delicate, attracti(e gla7e.
Cocoa Po9der
After the cocoa 0utter has left the )ressI cocoa ca5es are left 2hich still contain a 1H to
6HN )ro)ortion of fat de)ending on the intensit1 of com)ression.
&hese ca5es are crushed again, ground to )o2der and finel1 sifted in
se(eral stages and 2e o0tain a dar5, strongl1 aromatic )o2der, 2hich is
eEcellent for the )re)aration of delicious drin5s : cocoa. Cocoa )aste,
cocoa 0utter, sugar and mil5 are the four 0asic ingredients for ma5ing
chocolate. B1 0lending them in accordance 2ith s)ecific reci)es the three t1)es of
chocolate are o0tained 2hich form the 0asis of e(er )roduct assortment, namel1F
4neadn%
In the case of mil5 chocolate for eEam)le, the cocoa )aste, cocoa 0utter, )o2dered or
condensed mil5, sugar and fla(ouring : ma10e (anilla : go into the miEer, 2here the1 are
)ul(eri7ed and 5neaded.
Ro00n%
,e)ending on the design of the rolling mills, three or fi(e (erticall1
mounted steel rollers rotate in o))osite directions. #nder hea(1 )ressure
the1 )ul(erise the tin1 )articles of cocoa and sugar do2n to a si7e of
a))roE. ;H microns. 3One micron is a thousandth )art of a millimetre.4
1>

Conc&n%
But still the chocolate )aste is not smooth enough to satisf1 our )alates.
But 2ithin t2o or three da1s all that 2ill ha(e 0een )ut right. "or during
this )eriod the chocolate )aste 2ill 0e refined to such an eEtent in the
conches that it 2ill flatter e(en the most discriminating )alate.
Conches 3from the $)anish 2ord Qconch aQ, meaning a shell4 is the name gi(en to the
troughs in 2hich 1HH to 1HHH 5ilograms of chocolate )aste at a time can 0e heated u) to
GH PC and, 2hile 0eing constantl1 stirred, is gi(en a (el(et smoothness 01 the addition of
certain amounts of cocoa 0utter. A 5ind of aeration of the li9uid chocolate )aste then
ta5es )lace in the conchesF its 0itter taste graduall1 disa))ears and the fla(or is full1
de(elo)ed. &he chocolate no longer seems sand1, 0ut dissol(es meltingl1 on the tongue.
It has attained the outstanding )urit1, 2hich gi(es it its re)utation.
1A

CONSUMPT#ON OF CHOCOLATES #N #ND#A
Chocolate consum)tion in India is eEtremel1 lo2. .er ca)ita consum)tion is around 1BH
gms in the ur0an areas, com)ared to G:1H5g in the de(elo)ed countries. In rural areas, it
is e(en lo2er. Chocolates in India are consumed as indulgence and not as a snac5 food.
A strong (olume gro2th 2as 2itnessed in the earl1 LH=s 2hen Cad0ur1 re)ositioned
chocolates from children to adult consum)tion. &he 0iggest o))ortunit1 is li5el1 to stem
from increasing the consumer 0ase. Leading )la1ers li5e Cad0ur1 and %estle ha(e 0een
attem)ting to do this 01 (alue for mone1 offerings, 2hich are afforda0le to the masses.
1B

O5er5e9
o!
Or%an:aton*
1@

O,ER,#EW OF ORGAN#=AT#ONS
NESTLE
Ne*t0e #nda
%estle= India is a su0sidiar1 of %estle= $.A. of $2it7erland. &he com)an1 insists on
honest1, integrit1 and fairness in all as)ects of its 0usiness and eE)ects the same in its
relationshi)s.
Ne*t0e #nda. Pre*ence Acro** #nda
Beginning 2ith its first in(estment in Moga in 1LB1, %estlR=s regular and su0stantial
in(estments esta0lished that it 2as here to sta1. In 1LB@, %estlR set u) its neEt factor1 at
Choladi 3&amil %adu4 as a )ilot )lant to )rocess the tea gro2n in the area into solu0le
tea. &he %an*angud factor1 3Karnata5a4, 0ecame o)erational in 1LGL, the $amal5ha
factor1 3Har1ana4, in 1LL; and in 1LLA and 1LL@, %estlR commissioned t2o factories in
!oa at .onda and Bicholim res)ecti(el1. %estlR India is no2 )utting u) the @th factor1
at .ant %agar in #ttaranchal.
1G

Ne*t0e; Stor(
%estlR 2as founded in 1GB@ on the shores of La5e !ene(a in Ve(e1, $2it7erland and its
first )roduct 2as +"arine LactRe %estlRD, an infant cereal s)eciall1 formulated 01 Henri
%estlR to )ro(ide and im)ro(e infant nutrition. "rom its first historic merger 2ith the
Anglo:$2iss Condensed Mil5 Com)an1 in 1LHA, %estlR has gro2n to 0ecome the
2orld=s largest and most di(ersified food Com)an1, and is a0out t2ice the si7e of its
nearest com)etitor in the food and 0e(erage sector.

%estlR=s trademar5 of 0irds in a nest, deri(ed from Henri %estlR=s )ersonal coat
of arms, e(o5es the (alues u)on 2hich he founded his Com)an1. %amel1, the (alues of
securit1, maternit1 and affection, nature and nourishment, famil1 and tradition. &oda1, it
is not onl1 the central element of %estlR=s cor)orate identit1 0ut ser(es to define the
Com)an1=s )roducts, res)onsi0ilities, 0usiness )ractices, ethics and goals.
In 6HH>, %estlR had around 6>@,HHH em)lo1ees 2orld2ide, o)erated AHH
factories in a))roE. 1HH countries and offered o(er G,HHH )roducts to millions of
consumers uni(ersall1. &he Com)an1=s trans)arent 0usiness )ractices, )ioneering
en(ironment )olic1 and res)ect for the fundamental (alues of different cultures ha(e
earned it an en(ia0le )lace in the countries it o)erates in. %estlR=s acti(ities contri0ute to
and nurture the sustaina0le economic de(elo)ment of )eo)le, communities and nations.
A0o(e all, %estlR is dedicated to 0ringing the *o1 of <!ood "ood, !ood Life= to )eo)le
throughout their li(es, throughout the 2orld.
1L

Ne*t0e; Brand*
Mil5 .roducts 8 %utrition
Be(erages
.re)ared ,ishes and Coo5ing Aids
Chocolates 8 Confectionar1
M#L4 PRODUCTS AND NUTR#T#ON)
%$&L VR-,A- ,air1 /inter
%$&L VR-,A- $lim
%$&L=$ VR&,A- !hee
%$&L=$ MILK MAI,
%$&L=$ "resh and %atural ,ahi
%$&L=$ 'eera Rita
%$&L=$ MILKMAI, "ruit -oghurt
%$&LS Mil5
%$&LS $lim Mil5
6H

BE,ERAGES)
%$CA"S CLA$$IC
%$CA"S $#%RI$
%$&LS MILO
%$CA"S ; I% 1
%$CA"S KOOLR?
PREPARED D#SHES AND COO4#NG A#DS
MA!!I 6:MI%#& %OO,L$
MA!!I V!&ABL A&&A %OO,L$
MA!!I ,AL A&&A %OO,L$
MA!!I RIC %OO,L$ MAI%
MA!!I $A#C$
MA!!I .I??A MA??A
MA!!I HAL&H- $O#.$
MA!!I :HAL&H- $O#.$ $A%'V%I
61

MA!!I MA!IC C#B$
CHOCOLATES > CONFECT#ONARY
%$&LS KI& KA&
%$&LS KI& KA& LI&
%$&LS M#%CH
%$&LS M#%CH .O. CHOC
%$&LS MILK- BAR
%$&LS BAR: O%
%$&LS "#%BAR
%$&LS MILK CHOCOLA&
.OLO .O/R MI%&
%$&LS CLAIR$
66

NESTLE4#T4AT
are crisp wafer fingers covered with choco layer. NESTL KIT KAT has a
unique finger forat with a !"rea#ing$ ritual attached to it.
%$&LS KI& KA& is one of the most successful 0rands in the 2orld and e(er1
1ear o(er 16 0illion %$&LS KI& KA& fingers are consumed around the glo0e.
NESTLE MUNCH
%$&LS M#%CH is 2afer la1er co(ered 2ith delicious choco la1er. %$&LS
M#%CH is so cris), light and irresisti0le that 1ou *ust <canTt sto) Munching.T %$&LS
M#%CH is the largest selling $K# in the categor1J

NESTLE M#L4Y BAR)
%$&LS MILK-BAR is a delicious mil51 treat, 2hich 5ids lo(e. Relaunched in
'anuar1 6HHB 2ith a Calcium Rich reci)e, %$&LS MILK-BAR is a fa(orite 2ith
)arents to treat their 5ids 2ith.
NESTLE BAR.ONE
is a luscious nougat and caramel 2ith delicious choco la1er. %$&LS BAR:O%
constantl1 reminds 1ou that it is <&ime for ActionT.
6;

NESTLE M07 C&oco0ate)
%$&LS Mil5 Chocolate is a mil5 chocolate 2ith a delicious taste. Kids *ust lo(e itJ
6>

CADBURY
Ho9 Cad'$r( C&oco0ate * 3ade
'ohn Cad0ur1
Mil5 chocolate for eating 2as first made 01 Cad0ur1 in 1GL@ 01 adding mil5 )o2der
'ohn )aste to the dar5 chocolate reci)e of cocoa mass, cocoa 0utter and sugar. B1 toda1Ts
standards this chocolate 2as not )articularl1 goodF it 2as coarse and dr1 and not s2eet
or mil51 enough for )u0lic tastes.
&here 2as a great deal of com)etition from continental manufacturers, not onl1 the
"rench,0ut also the $2iss, reno2ned for their mil5 chocolate.
Led 01 !eorge Cad0ur1 'unior, the Bourn(ille eE)erts set out to meet the challenge. A
considera0le amount of time and mone1 2as s)ent on research and on ne2 )lant
designed to )roduce the chocolate in larger 9uantities.
A reci)e 2as formulated incor)orating fresh mil5, and )roduction )rocesses 2ere
de(elo)ed to )roduce a mil5 chocolate Tnot merel1 as good as, 0ut 0etter thanT the
im)orted mil5 chocolateT.
"our 1ears of hard 2or5 2ere in(ested in the )ro*ect and in 1LHA 2hat
2as to 0e Cad0ur1Ts to) selling 0rand 2as launched.
&hree names 2ere consideredF 'erse1, Highland Mil5 and ,air1 Maid.
,air1 Maid 0ecame ,air1 Mil5, and Cad0ur1Ts ,air1 Mil5, 2ith its uni9ue fla(our and
smooth cream1 teEture, 2as read1 to challenge the $2iss domination of the mil5
chocolate mar5et.
6A

B1 1L1; ,air1 Mil5 had 0ecome the com)an1Ts 0est selling line and in the mid t2enties
Cad0ur1Ts ,air1 Mil5 gained its status as the 0rand leader, a )osition it has held e(er
since.
6B

COMPANY O,ER,#EW OF CADBURY #ND#A
Cad0ur1 0egan its o)erations in 1L>G 01 im)orting chocolates and then re:)ac5ing them
0efore distri0ution in the Indian mar5et. After AL 1ears of eEistence, it toda1 has fi(e
com)an1:o2ned manufacturing facilities at &hane, Induri 3.une4 and Malan)ur
3!2alior4, Bangalore and Baddi 3Himachal .radesh4 and > sales offices 3%e2 ,elhi,
Mum0ai, Kol5ota and Chennai4. &he cor)orate office is in Mum0ai.
Currentl1 Cad0ur1 India o)erates in three sectors (i7. Chocolate Confectioner1, Mil5
"ood ,rin5s and in the Cand1 categor1.
In the Chocolate Confectioner1 0usiness, Cad0ur1 has maintained its undis)uted
leadershi) o(er the 1ears. $ome of the 5e1 0rands are Cad0ur1 ,air1 Mil5, A $tar, .er5,
Sclairs and Cele0rations. Cad0ur1 en*o1s a (alue mar5et share of o(er @HN : the highest
Cad0ur1 0rand share in the 2orldJ &heir flagshi) 0rand Cad0ur1 ,air1 Mil5 is
considered the Qgold standardQ for chocolates in India. &he )ure taste of C,M defines
the chocolate taste for the Indian consumer.
6@

In the Mil5 "ood drin5s segment their main )roduct is Bourn(ita : the leading Malted
"ood ,rin5 3M",4 in the countr1. $imilarl1 in the medicated cand1 categor1 Halls is the
undis)uted leader.
&he Cad0ur1 India Brand $trateg1 has recei(ed consistent su))ort through sim)le 0ut
imaginati(e eEtensions to )roduct categories and distri0ution. A good eEam)le of this is
the de(elo)ment of B1tes. Cris)1 2afers filled 2ith coca cream in the form of a 0agged
snac5, B1tes is )ositioned as Q&he ne2 conce)t of s2eet snac5ingQ. It deli(ers the taste
of chocolate in the form of a light snac5, and thus heralds the entr1 of Cad0ur1 India into
the gro2ing 0agged $nac5 Mar5et, 2hich has 0een dominated until no2 01 $alted
Bagged $nac5 Brands. B1tes 2as first launched in $outh India in 6HH;.
$ince 1LBA Cad0ur1 has also )ioneered the de(elo)ment of cocoa culti(ation in India.
"or o(er t2o decades, it has 2or5ed 2ith the Kerala Agriculture #ni(ersit1 to underta5e
cocoa research and released clones, h10rids that im)ro(e the cocoa 1ield.
&oda1, Cad0ur1 is )oised in its lea) to2ards 9uantum gro2th and ne2 categories of
0usiness, namel1 gums, mints, snac5ing and gifting. It is a )art of the Cad0ur1
$ch2e))es !rou), 2orldTs %o.1 Confectioner1 Com)an1.
6G

CADBURY WORLD W#DE
Cad0ur1 is the 2orldTs largest confectioner1 com)an1 and ha(e a
strong regional )resence in 0e(erages in the Americas and Australia.
/ith origins stretching 0ac5 o(er 6HH 1ears, toda1 their )roducts :
2hich include 0rands such as Cad0ur1, $ch2e))es, Halls, &rident, ,r .e))er, $na))le,
&re0or, ,ent1ne, Bu00licious and Bassett : are en*o1ed in almost e(er1 countr1 around
the 2orld. /e em)lo1 around BH,HH )eo)le.
&heir heritage starts 0ac5 in 1@G; 2hen 'aco0 $ch2e))e )erfected
his )rocess for manufacturing car0onated mineral 2ater in !ene(a,
$2it7erland. And in 1G6> 'ohn Cad0ur1 o)ened in Birmingham
selling cocoa and chocolate.
&hese t2o great household names merged in 1LBL to form Cad0ur1 $ch2e))es )lc.
$ince then the1 ha(e eE)anded their 0usiness throughout the 2orld 01 a )rogramme of
organic and ac9uisition led gro2th.
Concentrating on their core 0rands in 0e(erages and confectioner1 since the 1LGHs, the1
ha(e strengthened their )ortfolio through almost fift1 ac9uisitions, including 0rand icons
such as MottTs, Canada ,r1, Halls, &rident, ,ent1ne, Bu00licious, &re0or, Bassett, ,r
.e))er, @ #) and $na))le.
: It em)lo1 BH,HHH )eo)le in o(er 6HH countries
: /orlds %o 1 Confectioner1 com)an1
: /orldTs %o 6 !ums com)an1
: /orldTs %o ; 0e(erage com)an1
Cad'$r( Brand*)
Chocolates
6L

$nac5s
Be(erages
Cand1
SNAC4S)
B1tes
BE,ERAGES
Bourn(ita
CANDY
Halls
CHOCOLATES
,air1 Mil5
A $tar
.er5
Cele0rations
&em)tation
clairs
!ems
;H

DA#RY M#L4
&he stor1 of Cad0ur1 ,air1 Mil5 started 2a1 0ac5 in 1LHA at Bourn(ille, #.K., 0ut the
*ourne1 2ith chocolate lo(ers in India 0egan in 1L>G.
&he (ariants "ruit 8 %ut, Crac5le and Roast Almond, com0ine the classic taste of
Cad0ur1 ,air1 Mil5 2ith a (ariet1 of ingredients and are (er1 )o)ular amongst teens 8
adults.
Cad0ur1 ,air1 Mil5 has eEciting )roducts on offer : Cad0ur1 ,air1 Mil5 /o2ie,
chocolate 2ith ,isne1 characters em0ossed in it, and Cad0ur1 ,air1 Mil5 6 in 1, a
delightful com0ination of mil5 chocolate and 2hite chocolate. !i(ing consumers an
eEciting reason to 5ee) coming 0ac5 into the fun filled 2orld of Cad0ur1.
&oda1, Cad0ur1 ,air1 Mil5 alone holds ;HN (alue share of the Indian chocolate mar5et.
? STAR
the second largest after Cad0ur1 ,air1 Mil5 2ith a mar5et share of 1>N, Cad0ur1 A $tar
mo(es from strength to strength e(er1 1ear 01 increasing its user 0ase.
;1

Launched in 1LBL as a 0ar of chocolate that 2as hard outside 2ith soft caramel nougat
inside, Cad0ur1 A $tar has re:in(ented itself o(er the 1ears to 5ee) satisf1ing the
consumers taste for a high 9ualit1 8 different chocolate eating eE)erience.
One of the 5e1 )ro)erties that Cad0ur1 A $tar 2as associated 2ith 2as its classic !old
colour. And through the )assage of time, this 2as one )ro)ert1 that 0oth, the 0rand and
the consumer stuc5 to as a (alua0le association.
More recentl1, to gi(e consumers another reason to come into the Cad0ur1 A $tar fold,
Cad0ur1 A $tar Crunch1 2as launched. &he same delicious Cad0ur1 A $tar 2as no2
a(aila0le 2ith a dash of rice cris)ies.
PER4
Cad0ur1 launched .er5 in 1LLB. /ith its light chocolate and 2afer construct, Cad0ur1
.er5 targeted the casual snac5ing s)ace that 2as dominated )rimaril1 01 chi)s 8 2afers.
/ith the rise of more (alue:for:mone1 0rands in the 2afer chocolate segment, Cad0ur1
.er5 un(eiled t2o ne2 offerings : .er5 CL and CCL. In 6HH>, 2ith an added dose of
TReal Cad0ur1 ,air1 Mil5T and an Tim)ro(ed 2aferT, .er5 0ecame e(en more irresisti0le

CELEBRAT#ONS
;6

Cad0ur1 Cele0rations 2as aimed at re)lacing traditional gifting o)tions li5e Mithai and
dr1: fruits during festi(e seasons.
Cad0ur1 Cele0rations is a(aila0le in se(eral assortmentsF An assortment of chocolates
li5e A $tar, .er5, !ems, ,air1 Mil5 and %utties and rich dr1 fruits enro0ed in Cad0ur1
dair1 mil5 chocolate in A (ariants, Almond magic, raisin magic, cashe2 magic, nut
0utterscotch and caramels.
&he su)er )remium Cele0rations Rich ,r1 "ruit Collection 2hich is a festi(e offering is
an eEotic range of chocolate co(ered dr1 fruits and nuts in (arious fla(ours and the
)remium dar5 chocolate range 2hich is eEotic dar5 chocolate in luscious fla(ours.
TEMPTAT#ON
(er see )eo)le hide a2a1 their chocolate since the1 don=t 2ant to share
itJ If 1ou ha(e, then its li5el1 to 0e a 0ar of Cad0ur1 &em)tationsJ
Cad0ur1 &em)tations is a range of delicious )remium chocolate in fi(e
fla(ours.
Research re(ealed a niche segment of + chocoholicsD : those eE)osed to
international chocolates and those 2ho lo(e a (ariet1 of chocolates 0ut
)ossi0l1 find the )rice of international chocolates too high. Cad0ur1
&em)tations is a range targeted at this segment of discerning chocolate
lo(ers.
;;

&he Cad0ur1 &em)tations range is a(aila0le in A delicious fla(our (ariants
: Roast Almond Coffee, Hone1 A)ricot, Mint Crunch, Blac5 "orest and Old
'amaica. /ith its international 9ualit1 chocolate &em)tations soon 0ecame a
)o)ular 0rand for QchocoholicsQ.
;>

RESEARCH
METHODOLOGY
;A

RESEARCH METHODOLOGY
SR+ NO+ PART#CULARS
1 RLVA%C O" $&#,-
6 R$ARCH .ROBLM
; R$ARCH OB'C&IV
> R$ARCH ,$I!%
A $CO. O" &H $&#,-
B ,A&A COLLC&IO%
$AM.LI%! ,$I!%
I%$&R#M%&
MO, O" ,A&A COLLC&IO%
@ LIMI&A&IO% O" $&#,-
G ,A&A A%AL-$I$
RESEARCH METHODOLOGY
;B

@+ Re0e5ance o! t&e St$d(
&his research is 0een conducted to sur(e1 the )roduct )erformance and 0u1ing 0eha(ior
of consumer in selection of chocolates.
&he rele(ance of the stud1 is to sur(e1 the )roduct )erformance and 0u1ing 0eha(ior of
t2o famous 0rands of chocolates K %estle and Cad0ur1, 2hich are consumed 01 )eo)le
of all ages. ,uring this research I ha(e interacted 2ith )eo)le of 'unagadh Cit1. &his
research is to 5no2 2hich )articular 0rand of chocolate is most )referred 01 )eo)le of
different age grou)s.
2+ Re*earc& Pro'0e3
(er1 research has their o2n )ro0lem and limitation 0ut good researcher ha(e to
o(ercome that )ro0lem 01 their s5ill.
In this research )ro0lem I 2ould li5e to understand and anal17e a0out the chocolates
)roducts a(aila0le at 'unagadh and collect the feed0ac5 from grou) of )eo)le and I
2anted to 5no2 the de(elo)ments made in direction of chocolates industr1.
A+ O'ject5e o! t&e *t$d(
&his )ro*ect is 0ased on the com)arati(e stud1 consumer 0eha(ior to2ards %estle and
Cad0ur1 chocolates. O0*ecti(es of the stud1 areF
&he other o0*ecti(e is to 5no2 a0out the customer satisfaction le(el
associated 2ith the )roduct and the customer )reference le(el.
&o increase customer satisfaction and reca)ture the mar5et share 01 fulfilling
the customer needs.
&o stud1 the factors affecting the consum)tion )attern.
B+ Re*earc& De*%n
"or an1 researcher the research methodolog1 is the most im)ortant criteria to decide
0efore the actual research )rocess starts.
;@

&here are man1 methods for conducting the research some of them are as underI
a4 ,escri)ti(e (s. Anal1tical 04 A))lied (s. "undamental c4 Muantitati(e (s. Mualitati(e
d4 Conce)tual (s. m)irical e4 "ield setting or la0orator1 testing research &he design of
a research is a )lan or a model that hel)s researcher to conduct a formal in(estigation
and sur(e1. It is an a))lication of methods and )rocedures for ac9uiring the information
needs for getting a desire out come. It decides the sources of data and methods for
gathering data. A good design insures that the information o0tained is rele(ant to the
research 9uestion and that it 2as collected 01 o0*ecti(es. $ince, research design is sim)l1
the frame 2or5 or )lan for a stud1. It is a 0lue )rint that of a house de(ised 01 an
architect. M1 a))roach to research is descri)ti(e and 9uite s)ecific.
Out of these all research methods the research method, 2hich 2as most suita0le to m1
research, 2as descriptive research 0ecause it )ro(ides me all the o))ortunities to co(er
the all the as)ect that I re9uire to conduct the research and get an a))ro)riate out come.
De*crpt5e Re*earc&)
Descriptive research includes surveys and fact finding enquires of different kinds. The
major purpose of descriptive research is description of the state of affairs as it exits at
present. n social science and !usiness research "e often use the term Ex post facto
research for descriptive research studies. The main characteristic of this method is that
the researcher has no control over the varia!les# he can only report "hat has happened or
"hat is happening.
?+ Scope o! t&e St$d()
As learning is a human acti(it1 and is as natural, as 0reathing. ,es)ite of the fact that
learning is all )er(asi(e in our li(es, )s1chologists do not agree on ho2 learning ta5es
)lace. Ho2 indi(iduals learn is a matter of interest to mar5eters. &he1 2ant to teach
consumers in their roles as their roles as consumers. &he1 2ant consumers to learn a0out
their )roducts, )roduct attri0utes, )otential consumers 0enefit, ho2 to use, maintain or
;G

e(en dis)ose of the )roduct and ne2 2a1s of 0eha(ing that 2ill satisf1 not onl1 the
consumer=s needs, 0ut the mar5eter=s o0*ecti(es.
&he sco)e of m1 stud1 restricts itself to the anal1sis of consumer )references,
)erce)tion and consum)tion of Cad0ur1 and %estle Chocolates. &here are man1 other
0rands of chocolates a(aila0le 0ut m1 stud1 is limited to t2o ma*or )la1ers of chocolates
lea(ing 0ehind the others. &he sco)e of m1 stud1 is also restricts itself to *unagadh
region onl1.
&here are 6 sources of data i.e.
A/ Pr3ar( Data
&he data, 2hich are collected for the first time, directl1 from the res)ondents to the 0ase
of 5no2ledge 8 0elief of the research, are called )rimar1 data.
&he normal )rocedure is to inter(ie2 some )eo)le indi(iduall1 or in a grou) to get a
sense of ho2 )eo)le feel a0out the to)ic.
$o far as this research is concerned, )rimar1 data is the main source of information
)ro(ided 01 the res)ondents.
B/ Secondar( Data
/hen the data is collected and com)iled in the in a )u0lished nature it is called
$econdar1 data.
$o far as this research is concerned internet, man1 0rochures and maga7ines ha(e 0een
referred too.
?+ DATA COLLECT#ON
;L

a/ SAMPL#NG DES#GN
It is true that it is (er1 difficult to do research 2ith 2hole uni(erse. As 2e 5no2 that it is
not feasi0le to go 2ith )o)ulation sur(e1 0ecause of the numerous ,octors and their
scattered location. $o for this )ur)ose sam)le si7e has to 0e determined 2ell in ad(anced
and selection of the sam)le also has to 0e scientific so that it re)resents the 2hole
uni(erse.
$o far as this research is concerned, the sam)le si7e is 1HH.
'/ #NSTRUMENT
&a5ing into consideration research instrument selected 01 me is 9uestionnaire 0ecause it
gi(es more fleEi0ilit1 in terms of data and it has 0een as5ed to the res)onder )ersonall1
and ha(e an idea of getting an im)ortant un5no2n data that can 0e collected through
their 0eha(ior.
c/ MODE OF DATA COLLECT#ON
,ata collection mode is )ersonal (isit and filling u) of the 9uestionnaire.
SAMPLE UN#,ERSE "UNAGADH C#TY
SAMPL#NG TECHN#<UE STRAT#F#ED RANDOM
SAMPL#NG
SAMPLE S#=E @CC
RESEARCH #NSTRUMENT A STRUCTURED FORMATTED
<UEST#ONNA#RE
D+ L#M#TAT#ON OF STUDY
>H

In attem)t to ma5e this )ro*ect authentic and relia0le, e(er1 )ossi0le as)ect of the to)ic
2as 5e)t in mind. %e(ertheless, des)ite of fact constraints 2ere at )la1 during the
formulation of this )ro*ect. &he main limitations are as follo2sF
,ue to limitation of time onl1 fe2 )eo)le 2ere selected for the stud1. $o the
sam)le of consumers 2as not enough to generali7e the findings of the stud1.
&he main source of data for the stud1 2as )rimar1 data 2ith the hel) of self:
administered 9uestionnaires. Hence, the chances of un0iased information are less.
.eo)le 2ere hesitant to disclose the true facts.
&he chance of 0iased res)onse can=t 0e eliminated though all necessar1 ste)s
2ere ta5en to a(oid the same.
DATA ANALYS#S
>1

<$e@+ Do (o$ eat c&oco0ateE
Ana(0** > nterpretaton)
Chocolate is a )roduct 2hich is li5e 01 the all age grou) of )eo)le. Accourding to the
sur(e1 G;N of )eo)le sa1s 1es the1 eat chocolate and 1@N sa1 no the1 are not eating
chocolate. Ma1 0e the reason 0ehind that is the1 are not eating chocolate on dail1 or
2ea5l1 0asis or ma1 0e the1 are eating an1 other 0rand of chocolate.
<$e2+ W&c& 'rand o! c&oco0ate do (o$ pre!erE
>6

Ana0(** > #nterpretaton)
&here are man1 0rands a(aila0le in the mar5et. But the mar5et leaders in India are
0asicall1 t2o 0rands li5e Cad0ur1 8 %estle. According to sur(e1 B>N of the mar5et is
ca)tured 01 the Cad0ur1 and onl1 ;BN of the mar5et is co(ered 01 the %estle. &o
ca)ture the mar5et the com)an1 should do more ad(ertising and sales distri0ution. And
also should maintain 9ualit1 of the )roduct com)are to the com)etitors.
<$eA+ W&c& *$'.'rand (o$ &a5e p$rc&a*edE
>;

In this sur(e1 nestle is ha(ing fi(e su0:0rands li5e 5it5at, Munch, Mil510ar, Barone,mil5
chocolates and their consum)tion are li5e 5it5at 16N ,munch 6H ,mil51 0ar 1N ,0are one
6N ,and mil5 chocolate 1N. And if 2e tal5 a0out Cad0ur1 the su0:0rand of the Cad0ur1
is dair1mil5, A star, )er5, cele0ration and &em)tation and their consum)tion are li5e
dair1mil5 >HN, A star11N, )er5LN, cele0ration1N and &em)tation ;N. According to the
sur(e1 the highest selling )roduct is Cad0ur1.
<$eB+ Ran7 t&e *$'.'rand* o! c&oco0ate* accordn% to (o$r pre!erenceE -@ !or 3o*t
pre!erred/
NESTLE
CADBURY

>>

Ana0(** > #nterpretaton
In this sur(e1 I found that the most selling )roduct is Munch the su0:0rand of %estle the
Munch has ca)ture the AHN of the mar5et as com)ared to the Cad0ur1 )roduct the
highest selling )roduct of Cad0ur1 is ,air1 mil5 2hich ca)tured the mar5et sta5e of
;HN 2hich is as com)ared to Much 6HNless 2hich is a good sigh for %estle and the less
consum)tion of the %estle )roduct is Mil5 0ar 8 Mil5 Chocolate the mar5et share is
onl1 ;N and in Cad0ur1 less selling )roduct are Cele0ration and &em)tation the reason
0ehind this is the1 are too Costl1 to consume. And it can onl1 use occasionall1.
<$e?+ Ho9 3$c& 3portance do (o$ %5e to t&e !o00o9n% !actor* 9&en (o$
p$rc&a*e a c&oco0ateE -Tc7 n t&e de*red co0$3n/

>A

Ana0(** > #nterpretaon)
/hene(er 2e are consuming an1 food )roduct our main focus in on the 9ualit1 and )rice
in India there is more concentrating on the 9ualit1 of )roduct rather than other
)arameters of the )roduct in this sur(e1 I found that the 0asic concentration of the
consumer is on taste GGN sa1s that the1 )urchase if the1 li5e the taste of the )roduct.
LBN sa1s if normal )rice 2ould 0e there a taste is good than )rice dose not matter. @GN
of the consumer sa1s that if the1 are getting 0est 9ualit1 )roduct at nominal )rice than
>B

the )ac5aging is least im)ortant. @GN sa1s that the1 are mainl1 seeing the 9ualit1 of the
)roduct if the )roduct is 9ualitati(e than the1 are read1 to )a1 an1 )rice for that )roduct.
<$eD+ W&c& !or3 o! a c&oco0ate do (o$ 07eE

Ana0(** > nterpretaton)
(er1 )erson ha(e there o2n taste and )references to2ards the eata0le )roduct in
chocolates there are four (arieties a(aila0le in the mar5et among this >@N of the
consumer li5e hard chocolates, 6LN of the consumer li5e crunch1 chocolates, 1GN of the
consumer li5e nutties chocolates 8 onl1 BN of the consumer li5e Che2 chocolates.
>@

<$eF+ W&at pac7 do (o$ p$rc&a*eE

&he chocolates are a(aila0le in the mar5et in different )ac5aging li5e small, 0ig, 8
famil1 )ac5, from the sur(e1 2e can sa1 that the consum)tion of the chocolates are more
eaten 01 the teenage grou) so the1 more )refer the small )ac5aging 0ecause of there
a(aila0ilit1 in mar5et is good and most im)ortant thing is its (er1 much afforda0le.
According to the sur(e1 @;N are using small )ac5, 1@N are using 0ig )ac5 of the
chocolates, 1HN are consuming famil1 )ac5 0ecause of there high )rice. $o 2e can
easil1 see that the consum)tion of small )ac5 is ha(ing 0oom in the mar5et com)are to
other )ac5aging.
<$e1+ W&c& pro3otona0 o!!er* attract (o$ 3o*tE

>G

&o sell out the )roduct there are man1 )romotions acti(it1 conducted 01 the com)an1 to
face the com)etition the offer gi(e 01 the com)an1 are li5e free gift, )rice offer, or an1
other scheme. In this 16N are gi(ing the free gift offer 3scratch the card scheme4, G>N
are directl1 gi(ing the )rice offer, and >N gi(ing the an1 other 5ind of scheme.s
<$eG+W&c& o! t&e*e !actor* a!!ect* (o$r p$rc&a*eE
%&
' (
)
('
*
)
()
+)
%)
,)
FACTORS AFFECTING PURCHASE
A-.E/TISE0ENT S122ESTI3NS ATT/A4TI.E -IS5LA6
-34T3/$S A-.I4E 7/AN- A07ASSA-3/S IN2/E-IANTS
&here are man1 factors affecting at the time of )urchase. $o com)an1 is doing
)romotional acti(ities to ac9uire the desired target of the )roduct. Basicall1 there are siE
main t1)e of the )romotional acti(ities li5e BLN of the ad(ertisement, 1N of the
suggestions, 6N of the attracti(e dis)la1, HNof the doctors ad(ice, 61N of the
com)anies are using Brand Am0assadors in there ad(ertisement, @N of the ingredients.
$o all this factors are affecting the )urchase.
<$e@C+ W&c& 3eda o! ad5ert*e3ent n!0$ence (o$r p$rc&a*eE
>L

%*8
*8
98
(98
)8
INFLUENCING MEDIA
TELE.ISI3N :3A/-IN2S NE;S5A5E/S -IS5LA6 7/34:1/ES
In toda1=s com)etiti(e mar5et ad(ertisement is the main tool for selling the )roduct
0ecause e(er1 single )erson is 2atching or reading the ad(ertisement. $o it 0ecome eas1
to ma5e )eo)le a2are a0out the )roduct. $o com)anies are using ad(ertisement media
li5e B@N of the tele(ision adds, @N of the Hoardings, ;N of the ad(ertisement gi(en on
local as 2ell as national ne2s)a)ers, 8 6;N are using dis)la1 adds.
<$e@@+ #! (o$r pre!erred 'rand * not a5a0a'0e !or repeat p$rc&a*e* t&en 9&at 900
(o$ doE

AH

(er1 )erson is ha(ing there o2n taste 8 )references. $ome consumer are
com)romising 2ith there taste and )references and some are not according to the sur(e1
11N of the consumer are )ost)oning the )urchase of the )roduct, >H N of the consumer
are s2itch o(er to an1 other )roduct, 8 >L N 2ill search the )roduct at an1 other )lace
the1 don=t com)romise for the same.
A1

Fndn%*
A6

Fndn%*
"rom the one and half month eE)erience of m1 research )ro*ect 2ith $HR'I
,I$&RIB#&OR$ O" %$&L A& '#%A!A,H. I ha(e come to 5no2 lot things and it
has enhanced m1 5no2ledge to great eEtent. I found man1 things 2hich are 2ell
eEecuted 01 distri0utors. Here are some of the 5e1 findings gi(en 01 me are )urel1 0ased
on m1 research. It doesn=t ha(e an1 5ind of 0ias from m1 side.
&he1 are gi(en as under.
B1 doing the com)arison of %estle and Cad0ur1 chocolates I ha(e found that the
)reference of the chocolates more )referred 01 the consumer is Cad0ur1
"rom the anal1sis I ha(e found that nestle some 0rand has co(ered AHN of the mar5et in
one )roduct 3Munch4 of the chocolates 2hich is a (er1 good sign for the com)an1.
&hrough the research I found that consumer is (er1 conscious a0out the 9ualit1 of the
)roduct in that matter the1 are not read1 to com)romise. And I found 0oth com)an1
)roduct are (er1 9ualitati(e.

In some cases I found that if a )roduct is not a(aila0le in the mar5et than some consumer
2ould to s2itcho(er to another )roduct or 0rand.
$o from these sur(e1 I ha(e found that the consum)tion of the chocolates are more in
children and teenage grou) though ha(ing an1 occasion or not ha(ing an1 occasion.
&he most selling )roduct of 0oth the com)an1 are in small si7e of chocolates and there
mar5et is @;N 0ecause its not much costlier. And also easil1 a(aila0le 8 afforda0le.
A;

S$%%e*ton*
A>

SUGGEST#ONS
Chocolates )roducts at 'unagadh cit1 are a(aila0le in com)arison to )re(ious 1ears, 0ut
still there is re9uirement of de(elo)ment in Chocolate )roducts. $HR'I
,I$&RIB#&R$ is regarded to 0e the 0est ser(ice distri0utors according to Retailer.
,ue to increasing o(erall cost in Chocolate .roducts e(er12here, cost format should 0e
made as such that it is afforda0le to each and e(er1one in the societ1. In this I also found
that if the demanded 0rand is not a(aila0le, so at that time the customers s2itch o(er the
0rand of the chocolate so, here the com)an1 should 0uild u) the health1 distri0ution
channel 01 2hich com)an1 can attract the customers and com)an1 loose the fear from
the mar5et.
AA

Re!erence*
AB

REFERENCES
We' *te*)
222.nestle.com
222.nestle.inchocoinfo.com
222. nestle 0ar:one.com
www."usiness<standard.co
www."a"yil#action.org
Boo7*)
@+ Mar7etn% Mana%e3ent
: P&0p 4ot0er
2+ Re*earc& Met&odo0o%(
: C+ R+ 4ot&ar
A@

AppendH
AG

<UEST#ONNA#RE
.R$O%AL ,&AIL$
%ameF
AddressF
AgeF
Bet2een H:1H Bet2een1H:6H
Bet2een 6H:;H A0o(e ;H
!enderF
.hone U Mo0. F
.rofessionF
Mue1. ,o 1ou eat chocolateO
-es %o
Mue6. /hich 0rand of chocolate do 1ou )referO
Cad0ur1 %estle
Mue;. /hich su0:0rand 1ou ha(e )urchasedO
Cad0ur1 %estle
,air1 Mil5 Kit Kat
A$tar Munch
.er5 Mil51 Bar
Cele0rations Bar:One
&em)tation Mil5 Chocolate
Mue>. Ran5 the su0:0rands of chocolates according to 1our )referenceO 31 for most
)referred4
Cad0ur1 %estle
,air1 Mil5 Kit Kat
A$tar Munch
.er5 Mil51 Bar
Cele0rations Bar:One
&em)tation Mil5 Chocolate
AL

MueA. Ho2 much im)ortance do 1ou gi(e to the follo2ing factors 2hen 1ou )urchase a
chocolateO 3&ic5 in the desired column4
"actors Ver1
Im)ortant
Im)ortant %ormal Least
Im)ortant
"la(orUtaste
.rice
Mualit1
.ac5aging
MueB. /hich form of a chocolate do 1ou li5eO
Hard %utties
Crunch1 Che2
Mue@. /hat )ac5 do 1ou )urchaseO
$mall Big "amil1 .ac5
MueG. /hich )romotional offers attract 1ou mostO
"ree gifts .rice Offer An1 other
MueL./hich of these factors affects 1our )urchaseO
Ad(ertisement
$uggestion from friends and relati(es
Attracti(e ,is)la1
,octors Ad(ice
Brand Am0assadors
Ingredients
Mue1H. /hich media of ad(ertisement influence 1our )urchaseO
&ele(ision %e2s)a)ers Brochures
Hoarding ,is)la1
Mue11. If 1our )referred 0rand is not a(aila0le for re)eat )urchases then 2hat 2ill 1ou
doO
.ost)one 1our )urchase
$2itch o(er to other 0rand
!o to the other sho) to search for 1our )referred 0rand
BH

A Grand Project Report On: Study of Consumer Preference Towards Cadbury and Nestle Chocolates

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A Grand Project Report On: Study of Consumer Preference Towards Cadbury and Nestle Chocolates

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