You are on page 1of 38

1

2

3

4

5

6

7

8

9

10

11

12

13

`

14

# RESEARCH METHODOLOGY ______________

15

o

: p 1 ≠ p 2

o

: p 3 ≠ p 4

16

3.

: p 5 ≠ p 6

o

### Where p 5=proportion of people preferring Cadbury chocolates due to the Brand. P 4= proportion of people preferring Nestle chocolates due to the Brand.

 Attributes Cadbury Nestle Sweetness p1 p2 price p3 p4 Packaging p5 p6

# Analysis

### The responses obtained were analyzed regarding how many customers prefer Cadbury and how many prefer Nestle.

Table No - 1

17

 Number Of Respondents Preference for chocolates. Chocolate Brand Number of Respondent Percentage Cadbury 56 56% Nestle 44 44%

### From the above table no 1, and above graph we can observe that 56% of respondents prefer Cadbury chocolates and 44% of respondents prefer Nestle chocolate’s.

18

In the next finding the 3 attribute in the study that is Sweetness (taste), brand and
packaging are analyzed to find out which is the most dominant attribute with
Ta
bl
Fi
nd e
Ra
Br
Pa
in 2
No nk
10
an
14
ck
10
g -
No of in
20
×5
22
×5
d
ag
×5
19
th
Fo
of
No 1’ g’
=5
×4
17
=7
×4
=5
×4
in
e r
of s 2’ s
No
=8 0
×3
=8 0
3=
=7 0
3= g
14
do
Ca
of s 3’
No
=5 0
2=
2=
24
8
24
×2
6
TO
mi
db
of s 4’
12
1=
19
1
20
1=
16
=2
18
1=
ur
na
TA s 5’
3
6
4
2
3
8
5
nt y
L s
at
tr
ib
ut
e
by
ra
nk
From table 2 we can see that Brand is the most dominant attribute for Cadbury
(202) followed by Sweetness (196) and finally Packaging (183).
in
g
th
em
(1
hi
gh
The calculation is done by adding the rankings of the attributes, for example in
the above table the total number of 1’s received for Sweetness is 10 and these 10
responses are multiplied with 5 because it is the most preferred. Similarly for
sweetness the total number of 5’s received is 3 and it being the lowest value it is
multiplied by 1 since it’s the least preferred by those respondents.
es
t
an
d
5
lo
we
st
19
)

### The respondents were further divided into Sweetness preferring and non-sweetness preferring depending on whether they considered sweetness as a attribute in their purchase of Cadbury chocolate. Here we find whether Sweetness has any

Calculations with regard to Sweetness

DAIRY-

5-STAR

PERK

TEMPTATION/

FRUIT

TOTAL

MILK

CLEBRATON

AND

NUT

### 0.0159

SWEETNESS

10

5

4

3

8

30

NO FOR

1

3

1

1

3

9

SWEETNESS

TOTAL

11

8

5

4

11

39

### TABLE 3 Sweetness of Cadbury Chocolate’s

TABLE 4

20

9.488(tabulated value)
χ 2 = 19.751
REGION
ACCEPTED

21

### TABLE 5 Brand of Cadbury Chocolate’s –

DAIRY-

5-

PERK

TEMPTATION/CLEBRATON

FRUIT

TOTAL

MILK

STAR

AND

NUT

BRAND

• 6 9

7

6

8

36

NON

• 4 2

0

1

5

12

BRANDED

TOTAL

10

11

7

7

13

48

### TABLE 6 -

22

Calculations with regard to Brand

### 6-725

FIGURE 2
9.488 (tabulated value)
Accepted Region
χ 2 = 6.725

23

### TABLE 7 Packaging of Cadbury Chocolate’s –

24

DAIRY-

5-

PERK

TEMPTATION/CLEBRATON

FRUIT

TOTAL

MILK

STAR

AND

NUT

ATTRACTED

8

6

• 1 2

10

27

TO

PACKAGING

NOT

1

4

• 6 3

5

19

ATTRACTED

TO

PACKAGING

TOTAL

9

10

• 7 5

15

46

### TABLE 8 -

25

Calculations with regard to Packaging -

### 10.186

26

FIGURE 3
9.488 (tabulated value)
Rejected region
Accepted Region
χ 2 = 10.186

27

### The calculation is done by adding the rankings of the attributes, for example in the above table the total number of 1’s received for Sweetness is 8 and these 8 responses are multiplied with 5 because it is the most preferred. Similarly for sweetness the total number of 5’s received is 3 and it being the lowest value it is multiplied by 1 since it’s the least preferred by those respondents.

 Table 9 - For Nestle Finding the dominant attribute by ranking them (1 highest and 5 –lowest) Ranking’s Sweetness Brand Packaging No of 1’s 8×5 =40 7×5=35 9×5=45 No of 2’s 19×4=76 12×4=48 16×4=64 No of 3’s 9×3=27 16×3=48 6×3=18 No of 4’s 5×2=10 6×2=12 8×2=16 No of 5’s 3×1=3 3×1=3 5×1=5 TOTAL 156 144 148

### The respondents were further divided into Sweetness preferring and non-sweetness preferring depending on whether they considered sweetness as a attribute in their purchase of Nestle chocolate. Here we find whether Sweetness has any association with the purchase of Nestle chocolate. We test the relationship using chi-square method.

28

Calculations with regard to Sweetness

NESTLE

BAR-ONE

MUNCH

o

MILKY -BAR

KIT-KAT

2

e

TOTAL

2

e

-CLASSIC

### 0.010

SWEETNESS

• 4 7

8

7

1

27

NO FOR

2

1

0

1

8

SWEETNESS

TOTAL

10

8

7

2

35

### TABLE 10- Sweetness of Nestle Chocolate’s

TABLE 11
9.488(tabulated value)
χ 2 = 6.824
REGION
ACCEPTED

29

NESTLE

BAR-ONE

MUNCH

MILKY -BAR

KIT-KAT

TOTAL

-CLASSIC

BRAND

• 4 7

8

7

1

27

NO FOR

• 4 1

2

0

1

8

BRAND

TOTAL

• 8 8

10

7

2

35

### Note: χ 2= 6.808 , for υ=4; Significant at 0.05 level

30

Calculations with regard to Brand

### TABLE 13 -

31

FIGURE 5
9.488 (tabulated value)
Accepted Region
χ 2 = 6.808

32

NESTLE

BAR-ONE

MUNCH

MILKY -BAR

KIT-KAT

TOTAL

-CLASSIC

PACKAGING

4

7

• 3 5

6

25

NO FOR

4

3

• 6 0

0

13

PACKAGING

TOTAL

8

10

• 9 5

6

38

### TABLE 15 –

Calculations with regard to Packaging -

### χ 2= 12.83

33

FIGURE 6
9.488 (tabulated value)
Rejected region
Accepted Region
χ 2 = 12.83

34

35

36

# APPENDICES

PROJECT REPORT ON CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES

 Q1. Do you eat chocolate? Yes No Q2. Which brand of chocolate do you prefer? Cadbury Nestle
 Q3. If Cadbury rank the following chocolates according to your preference. (1 for Best and 5 for Last) Dairy –Milk 5- star Perk Temptation or celebration Fruit and nuts If Nestle rank the following chocolates according to your preference. (1 for Best and 5 for Last) Nestle classic Bar- one Munch Milky- bar Kit- Kat

WITH RESPECT TO THE CHOCLATE RANKED 1 ANS THE FOLLOWING -

Q4. What pack do you purchase?

 Small Medium Big/ Large Q5. How frequently do you purchase chocolates? Daily Monthly Hardly Weekly Q6. Does Sweetness (taste) attract you to purchase the selected chocolate? Q7.Does packaging attracts you to buy chocolate? Can’t say Strongly Agree Agree Strongly Disagree Disagree Strongly Agree Can’t say Agree Disagree Strongly Disagree Q8. Does you purchase of chocolate depend on brand? Strongly Agree Can’t say Agree Disagree Strongly Disagree

Q9. Do you think the pricing done for the chocolate you buy is value for money?

Yes

PERSONEL DETAILS –

No

• Can’t say

37

Name - __________________________________ City - _____________

 10-20 Age Group – 0-10 30 and above 20-30 Gender – Male Female
http://www.scribd.com/document_downloads/14817717? extension=doc&secret_password=&step_intrested=true 8. I:\nestle\Cadbury's, Nestle lose market share to imported chocolates - Business News - News - MSN India - News.htm 9. I:\nestle\Chocolate industry feel the pinch of fierce competition.htm 10. www.cadbury.com www.nestle.com 38 " id="pdf-obj-37-29" src="pdf-obj-37-29.jpg">