A STUDY ON CONSUMER PREFERENCE TOWARDS CADBURY, AMUL,

NESTLE AND MARS CHOCOLATES BRANDS

BY
AMIT MEHLA AND HIMALAYA SHARMA
OF
LAL BAHADUR SHASTRI INSTITUTE OF
TECHNOLOGY AND MANAGEMENT
INDORE, M.P.

A PROJECT REPORT

SUBMITTED TO
PROF. RAJEEV GUPTA
APRIL-2015

ACKNOWLEDGEMENT
This project consumed huge amount of work, research and dedication. Still, implementation would not have
been possible if we did not have a support of many individuals and organizations. Therefore we would like
to extend our sincere gratitude to all of them.
First of all we are thankful to LAL BAHADUR SHASTRI INSTITUTE OF TECHNOLOGY AND
MANAGEMENT for its logistical support and for providing necessary guidance concerning projects
implementation.
We are also grateful to PROF. RAJEEV GUPTA for provision of expertise, and technical support in the
implementation. Without their superior knowledge and experience, the Project would like in quality of
outcomes, and thus their support has been essential.
We would like to express our sincere thanks towards volunteer researchers who devoted their time and
knowledge in the implementation of this project.

Many people, especially our classmates and team members itself, have made valuable comment suggestions
on this proposal which gave us an inspiration to improve our assignment. We thank all the people for their
help directly and indirectly to complete our assignment.

AMIT MEHLA
HIMALAYA SHARMA

II

Abstract
The project gives an insight of the chocolate industry. It basically helps in understanding the consumer brand
preference in chocolates limited to only few brands such as Cadbury, Amul,Nestle and Mars. The data
collection source for this project was primary via means of Questionnaire filing and the target audience were
53 out of which 47 questionnaire were selected for data analysis.It helps to know on what basis the
customer/consumer chooses the particular brand of chocolate.
In our study we found that maximum 93.6% consume the chocolate only few 6.4% dont like to consume the
chocolate. Out of selected Brand Cadbury chocolate is most favorite that is 70.21% of total respondent out
of which 42.55% are males and 27.66% are females. On the other hand Nestle has only 23.41% as a
preferred choice in which 10.64% are males and 12.77% are females. But when we look at their sub-brands
we found that preference of Nestle sub-brands are greater than 23.41% that shows that the people are not
aware about the main brand rather they are much familiar about sub-brands similarly its true for other
brands except the Cadbury. Now if we look at type of chocolate- Dark chocolate composition is favored
most i.e. 36.17% whereas Milk chocolate and Flavored chocolate composition preference has 34.04% &
14.89% of total no. respondent rest of respondent either like other type of chocolate composition and dont
like the chocolates.
Most of the consumers expressed Satisfaction over TV advertisement i.e. 78.72% of respondent and also
funny advertisement favored by 46.8% that is highest percentage. Here it is also important to note that
respondent have also given multiple response such as if a person like advertisement on TV, he may also like
for other means of advertisement. 65.91% of respondent prefer chocolate over traditional sweets.

TABLE OF CONTENTS

III

ACKNOWLEDGEMENT

ABSTRACT

II

TABLE OF CONTENTS

III

LIST OF CHARTS

IV
TITLE

PAGE NO.

INTRODUCTION

OBJECTIVE OF THE STUDY

RESEARCH METHODOLOGY

SAMPLE AND SAMPLE DESIGN

DATA ANALYSIS SECTION

CHOCOLATE CONSUMPTION PATTERN

FAVORITE CHOCOLATE BRAND

ANALYSIS OF SUB-BRAND (NESTLE)

FAVORITE CHOCOLATE TYPE

10

PLACE WHERE MAXIMUM CHOCOLATE SOLD

11

REGRESSION ANALYSIS OF PURCHASING FACTOR

ANALYSIS OF PURCHASING FACTOR
REGRESSION ANALYSIS OF SATISFACTION LEVEL
CORRELATION ANALYSIS OF SATISFACTION LEVEL
CORRELATION ANALYSIS BETWEEN INCOME AND CONSUMPTION
FAVORITE ADVERTISEMENT CONTENT
ADVT. EFFECT ON BRAND PREFERENCE
CHOCOLATE PREFERENCE OVER TRADITIONAL SWEETS
REASON FOR CHOCOLATE PREFERENCE
LIMITATION OF STUDY
APPENDIX
CONCLUSION
BIBLIOGRAPHY

12
14
15
17
18
19
20
22
23
24
25
28
28

IV

LIST OF CHARTS
TITLE
PIE CHART FOR CHOCOLATE CONSUMPTION
BAR DIAGRAM FOR FAVORITE CADBURY
PIE CHART FOR FAVORITE NESTLE
PIE CHART FOR FAV. SUB-BRAND KITKAT (NESTLE)
BAR DIAGRAM FOR FAVORITE AMUL
BAR DIAGRAM FOR FAVORITE MARS
PIE CHART FOR FAV. SUB-BRAND MARS
PIE CHART FOR FAVORITE CHOCOLATE TYPE
SCATTER DIAGRAM FOR PURCHASE; REGRESSION ANALYSIS
SCATTER DIAGRAM FOR SATISFACTION LEVEL; REGRESSION ANALYSIS
PIE CHART FOR ADVT INFLUENCE
PIE CHART FOR CHOC. PREFERENCE OVER TRADITIONAL SWEETS
PIE CHART FOR REASON OF CHOCOLATE PREFERENCE

Introduction1

PAGE NO
3
4
5
6
7
8
9
10
13
16
19
23
24

In this research we have survey the consumer preference towards different chocolate brands. Our research
study is limited to Cadbury, Amul, Nestle and Mars chocolate brands. During this research we interacted
with people of Indore city. The source of data collection was primary via means of questionnaire. The
sample size that we had taken in this research study was 53 peoples of Indore area only out of which only 47
questionnaire were selected, rest 6 were rejected due to inadequate data. After this research we came to
know how people perceive this brands on the variables like purchase, satisfaction level, price, quality, brand
image, shape, size, taste, packaging etc. We also came to know which particular brand of chocolate is most
preferred by people of different age group. In this research we have surveyed that how frequently and from
which particular place people purchase the chocolate.Also we came to know most of the people prefer
chocolates over traditional sweets with reason why they prefer. In this report we have tried to explain the
entire research and facts brand wise.

Objective of the study

The main objective of the research is to study consumer preference towards chocolates brands such as
Cadbury, Amul, Nestle and Mars. The other objectives of the research are
To know about the satisfaction level and purchasing behavior on different parameter such as price,
quality, taste, size, brand image etc.
To study the factor affecting preference towards brand.

Research Methodology

Type of research- Descriptive Study

Scaling Nominal, ordinal and Interval scales

Cross sectional

Sample and sample design

Target Population

Sampling Unit

: Individuals preference for different chocolates

Sampling Size

Sampling Technique

Non Probabilistic

Sampling Area

Indore, Madhya Pradesh

: Indore, Madhya Pradesh

53 (47 selected & 6 rejected)

Data Analysis Section

CHOCOLATE CONSUMPTION:

Frequency
Statistics
Consume
N

Valid
Missing

47
0

Consume

Frequency
Valid

Percent

Valid Percent

Cumulative Percent

yes

44

93.6

93.6

93.6

no

6.4

6.4

100.0

47

100.0

100.0

Total

Here we can see that there are total 47 no of respondent out of which out of which 44 consume the chocolate
and 3 are not. The pie graph shown as below:-

Favorite chocolate brands:Cadbury:-

Fav_cadbury * Gender Cross tabulation

Count
Gender
Male
Fav_cadbury

Total

Female

Total

yes

20

13

33

no

14

29

18

47

In the above table we can see that 33 out of 47 respondent prefer for Cadbury chocolate the corresponding
composition of male and female preference for Cadbury can be seen below :-

Nestle:-

Fav_nestle * Gender Cross tabulation

Count
Gender
Male
Fav_nestle

Total

Female

Total

yes

11

no

24

12

36

29

18

47

In the above table we can see that 11 out of 47 respondent prefer for Nestle chocolate the corresponding
composition of male and female preference for Nestle can be seen below :-

Analysis of sub-brands of Nestle:-

Favsb_kitkat
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

8.5

8.5

8.5

22

46.8

46.8

55.3

least favorite

8.5

8.5

63.8

6.4

6.4

70.2

4.3

4.3

74.5

most favorite

12

25.5

25.5

100.0

Total

47

100.0

100.0

others

If we analyze for Nestle sub-brands we can see that 12 people are those whose most favorite brand is Kitkat
(NESTLE) but also there are only 11 people who like to consume Nestle that means people have less
awareness for main brand, they are familiar with sub-brand. Similarly it can be seen for Amul and Mars
brand.

Amul:-

Fav_Amul * Gender Cross tabulation

Count
Gender
Male
Fav_Amul

Total

female

Total

yes

no

27

15

42

29

18

47

Mars:-

Fav_mars * Gender Cross tabulation

Count
Gender
Male
Fav_mars

Total

female

Total

yes

no

29

17

46

29

18

47

Analysis of sub-brands Mars:-

10

Favorite chocolate type

Statistics
Fav_choc_type
N

Valid
Missing

47
0

Fav_choc_type
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

6.4

6.4

6.4

milk chocolate

16

34.0

34.0

40.4

dark chocolate

17

36.2

36.2

76.6

flavored chocolate

14.9

14.9

91.5

others

8.5

8.5

100.0

47

100.0

100.0

Total

In the above frequency table we can see that milk chocolates are preferred by 16 people, dark chocolates by
17, flavored and other type of chocolate composition by 7 and 4 respectively. The 3 respondent in top of the
table represent that they dont like the chocolates. Pie chart for favorite chocolate type is below:-

11

Place where maximum chocolates sold:local_kirana

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

yes

35

74.5

74.5

74.5

no

12

25.5

25.5

100.0

Total

47

100.0

100.0

Supermarket
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

yes

17

36.2

36.2

36.2

no

30

63.8

63.8

100.0

Total

47

100.0

100.0

Giftstore
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

yes

14.9

14.9

14.9

no

40

85.1

85.1

100.0

Total

47

100.0

100.0

The above three frequency table represent the place where the respondent purchases the chocolates. It can be
see that 35 respondent out of 47 prefer to buy the chocolate at local kirana store whereas frequency for
Supermarket and Giftstore is 17 and 7 respectively. Here it should be noted that respondent can be buy at
multiple location also so multiple responses included in the above frequency table.

12

Regression and Correlation Analysis of Purchasing Factor

Variables Entered/Removedb

Model
1

Variables

Variables

Entered

Removed

Method

Size_imp,
Brandimage_imp
, Taste_imp,
Price_imp,

. Enter

Quality_imp,
Shape_imp,
Packaging_impa
a. All requested variables entered.
b. Dependent Variable: Purchase

Model Summaryb

Model

R Square

.980a

Adjusted R

Std. Error of the

Square

Estimate

.960

.952

.09637

a. Predictors: (Constant), Size_imp, Brandimage_imp, Taste_imp,

Price_imp, Quality_imp, Shape_imp, Packaging_imp
b. Dependent Variable: Purchase

ANOVAb
Model
1

Sum of Squares
Regression
Residual
Total

Df

Mean Square

7.966

1.138

.334

36

.009

8.300

43

Sig.

122.530

.000a

a. Predictors: (Constant), Size_imp, Brandimage_imp, Taste_imp, Price_imp, Quality_imp,

Shape_imp, Packaging_imp
b. Dependent Variable: Purchase

Now the given above is the regression analysis which is done to find out that how much different variable
impact the purchase of chocolate brands here dependent variable is Purchase and independent variables are
price importance, Size importance, Brand image imp, Taste imp, Price imp, Quality imp, Shape imp and
packaging imp.
It can be noted that R comes out to be 0.980 that means there is high correlation between dependent and
independent variables it means while purchasing the chocolate this factor highly contribute in buying.

13

Coefficientsa
Standardized
Unstandardized Coefficients
Model
1

a.

Std. Error

(Constant)

.173

.429

Price_imp

.140

.012

Quality_imp

.139

Taste_imp

Coefficients
Beta

Sig.
.402

.690

.431

11.401

.000

.042

.146

3.273

.002

.135

.072

.065

1.869

.070

Packaging_imp

.151

.020

.359

7.597

.000

Brandimage_imp

.117

.022

.238

5.275

.000

Shape_imp

.151

.016

.403

9.437

.000

Size_imp

.131

.015

.395

8.933

.000

Dependent Variable: Purchase

Regression Equation:.173+.140A+.139B+.135C+.151D+.117E+.151F+.131G
Where, A=price imp, B=quality imp, C=taste imp, D=packaging imp, E=brand image imp, F=shape imp,
G=size imp
The above equation signify that with an increase in 1 unit in purchasing factor the price imp increase by
0.140 similarly it is true for other factors also.

Chart

14

Correlation Analysis:Correlations
Purchas Price_im Quality_im
e
Purchase

Pearson
Correlation

Price_imp

Pearson
Correlation
Sig. (2-tailed)
N

Quality_imp

Pearson
Correlation
Sig. (2-tailed)
N

Taste_imp

Pearson
Correlation
Sig. (2-tailed)
N

Packaging_imp Pearson
Correlation
Sig. (2-tailed)
N
Brandimage_i

Pearson

mp

Correlation
Sig. (2-tailed)
N

Shape_imp

Pearson
Correlation
Sig. (2-tailed)
N

Size_imp

Pearson
Correlation
Sig. (2-tailed)
N

Taste_imp

mp

_imp

.470**

.430**

-.123

.465**

.273

.647**

.531**

.001

.004

.425

.001

.073

.000

.000

44

44

44

44

44

44

44

44

.470**

.113

-.145

.008

-.319*

.162

.102

.466

.348

.960

.035

.294

.510

Sig. (2-tailed)
N

Packaging_i Brandimage Shape_im Size_im

.001
44

44

44

44

44

44

44

44

.430**

.113

-.098

.594**

.339*

.093

-.226

.004

.466

.528

.000

.024

.549

.140

44

44

44

44

44

44

44

44

-.123

-.145

-.098

-.062

-.095

-.038

-.129

.425

.348

.528

.688

.538

.804

.406

44

44

44

44

44

44

44

44

.465**

.008

.594**

-.062

.533**

-.050

-.218

.001

.960

.000

.688

.000

.746

.155

44

44

44

44

44

44

44

44

.273

-.319*

.339*

-.095

.533**

-.132

-.022

.073

.035

.024

.538

.000

.391

.886

44

44

44

44

44

44

44

44

.647**

.162

.093

-.038

-.050

-.132

.539**

.000

.294

.549

.804

.746

.391

44

44

44

44

44

44

44

44

.531**

.102

-.226

-.129

-.218

-.022

.539**

.000

.510

.140

.406

.155

.886

.000

44

44

44

44

44

44

44

.000

44

**. Correlation is significant at the 0.01 level (2-tailed).

15

In the above correlation table we can find out that the correlation between Purchase and Price is 0.47 that is
moderate positive correlation that means Purchase and Price are moderately correlated or with an increase in
price, Purchase increase a little bit. Similarly there is negative correlation between Price and Brand image
that means if for a consumer price is importance than they hardly go for brand image. Similarly it can be
interpreted for others factor.

Regression and Correlation Analysis of Satisfaction Factor

Variables Entered/Removedb

Model
1

Variables

Variables

Entered

Removed

Method

Size_satis,
Taste_satis,
Price_satis,
Packing_satis,

. Enter

Quality_satis,
Brandimage_sati
s, Shape_satisa
a. All requested variables entered.
b. Dependent Variable: Satisfaction_level

Model Summaryb

Model

R
.987a

R Square

Adjusted R

Std. Error of the

Square

Estimate

.974

.969

.09458

a. Predictors: (Constant), Size_satis, Taste_satis, Price_satis,

Packing_satis, Quality_satis, Brandimage_satis, Shape_satis
b. Dependent Variable: Satisfaction_level

ANOVAb
Model
1

Sum of Squares
Regression
Residual
Total

Df

Mean Square

11.894

1.699

.322

36

.009

12.216

43

Sig.

189.963

.000a

a. Predictors: (Constant), Size_satis, Taste_satis, Price_satis, Packing_satis, Quality_satis,

Brandimage_satis, Shape_satis
b. Dependent Variable: Satisfaction_level

16

Now the given above is the regression analysis which is done to find out that how much different variable
impact the Satisfaction level of consumer here dependent variable is satisfaction and independent variables
are price satisfaction, Size satis, Brand image satis, Taste satis, Price satis, Quality satis, Shape satis and
packaging satis.
It can be noted that R comes out to be 0.987 that means there is high correlation between dependent and
independent variables it means satisfaction level highly depend upon the independent variables.
Coefficientsa
Standardized
Unstandardized Coefficients
Model
1

Coefficients

Std. Error

(Constant)

-.194

.168

Price_satis

.166

.018

Quality_satis

.159

Taste_satis

Beta

Sig.

-1.155

.256

.270

9.215

.000

.025

.199

6.264

.000

.149

.030

.149

4.952

.000

Packing_satis

.161

.018

.306

9.171

.000

Brandimage_satis

.156

.019

.293

8.155

.000

Shape_satis

.117

.019

.250

6.273

.000

Size_satis

.138

.018

.274

7.555

.000

a. Dependent Variable: Satisfaction_level

Regression Equation:- .194+.166A+.159B+.149C+.161D+.156E+.117F+.138G

Where, A=price satis, B=quality satis, C=taste satis, D=packaging satis, E=brand image satis, F=shape satis,
F=size satis
The above equation signify that with an increase in 1 unit in satisfaction level, price satisfaction increase by
0.166 similarly it is true for other factors also.

Chart:-

Correlation Analysis: -

17
Correlations

Satisfactio Price_sat Quality_sa Taste_sat Packing_s Brandimag Shape_sa Size_sati

n_level
Satisfaction_le Pearson
vel

Correlation

is

Price_satis

Pearson
Correlation
Sig. (2-tailed)
N

Quality_satis

Pearson
Correlation
Sig. (2-tailed)
N

Taste_satis

Pearson
Correlation
Sig. (2-tailed)
N

Packing_satis Pearson
Correlation
Sig. (2-tailed)
N
Brandimage_s Pearson
atis

Correlation
Sig. (2-tailed)
N

Shape_satis

Pearson
Correlation
Sig. (2-tailed)
N

Size_satis

Pearson
Correlation
Sig. (2-tailed)
N

is

atis

e_satis

tis

.293

.567**

.327*

.587**

.721**

.704**

.606**

.054

.000

.030

.000

.000

.000

.000

44

44

44

44

44

44

44

44

.293

.263

.000

-.212

.067

-.047

.101

.085

1.000

.166

.666

.762

.512

Sig. (2-tailed)
N

tis

.054
44

44

44

44

44

44

44

44

.567**

.263

.197

.069

.419**

.245

.231

.000

.085

.199

.655

.005

.109

.131

44

44

44

44

44

44

44

44

.327*

.000

.197

.173

.384**

-.007

-.090

.030

1.000

.199

.262

.010

.964

.561

44

44

44

44

44

44

44

44

.587**

-.212

.069

.173

.436**

.442**

.217

.000

.166

.655

.262

.003

.003

.157

44

44

44

44

44

44

44

44

.721**

.067

.419**

.384**

.436**

.369*

.157

.000

.666

.005

.010

.003

.014

.307

44

44

44

44

44

44

44

44

.704**

-.047

.245

-.007

.442**

.369*

.638**

.000

.762

.109

.964

.003

.014

44

44

44

44

44

44

44

44

.606**

.101

.231

-.090

.217

.157

.638**

.000

.512

.131

.561

.157

.307

.000

44

44

44

44

44

44

44

.000

44

18
In the above correlation table we can find out that the correlation between Satisfaction level and Brand
image is 0.721 that is highly positive correlation that means customer Satisfaction level increase with good
and reliable brands. Similarly it can be interpreted with other factor also.

Correlation Analysis between Income and Consumption:Correlations

Income
Income

Pearson Correlation

consumption
1

.182

Sig. (2-tailed)

.221

N
consumption

47

47

Pearson Correlation

.182

Sig. (2-tailed)

.221

47

47

The correlation between Income and chocolate consumption comes out to be .182 that is very low it means
consumption of a chocolate doesnt depend upon income of a person.

Which form and type of advertisement is most effective?

Adv_influence
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

6.4

6.4

6.4

37

78.7

78.7

85.1

display

4.3

4.3

89.4

newspaper/magzine

6.4

6.4

95.7

hoardings

2.1

2.1

97.9

others

2.1

2.1

100.0

47

100.0

100.0

tv

Total

In the above frequency table we can see that TV advertisement is most effective i.e. 78.7 of total respondent
like TV advt. similarly others means of advt. can also be seen in the table.

19

Favorite advertisement content:-

Appealing_emotion
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

6.4

6.4

6.4

yes

16

34.0

34.0

40.4

no

28

59.6

59.6

100.0

Total

47

100.0

100.0

20
Funny_content
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

6.4

6.4

6.4

yes

22

46.8

46.8

53.2

no

22

46.8

46.8

100.0

Total

47

100.0

100.0

Gives_msg
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

6.4

6.4

6.4

yes

19

40.4

40.4

46.8

no

25

53.2

53.2

100.0

Total

47

100.0

100.0

The above three frequency table for advertisement characteristics i.e. appealing emotion, funny content and
that gives a message, show no. of people who like this type of advertisement. Here the respondent prefer the
advertisement with funny content most i.e. 46.8% after that the advt. that gives a message have 40.4% of
share finally it is the emotional content with 34% of total respondent. Here it should be noted that a person
can have multiple preference for example one can choose funny content and that gives a message both as his
preference.

Advertisement effect on chocolate preference:Nestle:Hypothesis:

H0-There is no effect of adv. On brand preference
H1-There is effect of adv. On brand preference
Fav_nestle * Tv_advlikeCrosstabulation
Tv_advlike

Fav_nestle

yes

no

ramesh and

kuchmitha ho

suresh

jaye

snicker hunger

others

Count

11

Expected Count

.7

4.0

5.1

.7

.5

11.0

Count

12

17

36

2.3

13.0

16.9

2.3

1.5

36.0

17

22

47

3.0

17.0

22.0

3.0

2.0

47.0

Expected Count
Total

Total

Count
Expected Count

21

Chi-Square Tests
Asymp. Sig. (2Value

Df

sided)

2.970a

.563

Likelihood Ratio

4.195

.380

N of Valid Cases

47

Pearson Chi-Square

a. 7 cells (70.0%) have expected count less than 5. The minimum

expected count is .47.

Since Significance level .563>.05 Null hypothesis accepted. It means that

there is no effect of advertisement on customer for preferring Nestle as a
brand preference.
Symmetric Measures
Value
Nominal by Nominal

Approx. Sig.

Phi

.251

.563

Cramer's V

.251

.563

N of Valid Cases

47

Cadbury:Hypothesis:
H0-There is no effect of adv. On brand preference
H1-There is effect of adv. On brand preference
Fav_cadbury * Tv_advlikeCrosstabulation
Tv_advlike

Fav_cadbury

yes

Count

Total

ramesh and

kuchmitha ho

suresh

jaye

snicker hunger

Others

14

17

33

2.1

11.9

15.4

2.1

1.4

33.0

Count

14

Expected Count

.9

5.1

6.6

.9

.6

14.0

Count

17

22

47

3.0

17.0

22.0

3.0

2.0

47.0

Expected Count
no

Total

Expected Count

22

Chi-Square Tests
Asymp. Sig. (2Value

Df

sided)

11.135a

.025

Likelihood Ratio

11.233

.024

N of Valid Cases

47

Pearson Chi-Square

a. 6 cells (60.0%) have expected count less than 5. The minimum

expected count is .60.

Symmetric Measures
Value
Nominal by Nominal

Approx. Sig.

Phi

.487

.025

Cramer's V

.487

.025

N of Valid Cases

47

Since Significance level .025<.05 Alternate hypothesis accepted.It means that

there is effect of advertisement on customer for preferring Cadbury as a
brand preference.

Chocolates over traditional sweets:-

Chocover_tradsweets
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

yes

31

66.0

66.0

66.0

no

16

34.0

34.0

100.0

Total

47

100.0

100.0

The above frequency table show that 31 people out of 47 likes chocolate over tradition sweets whereas the
preference for sweet is just only 16. Given below is representation of this frequency table on Pie chart:-

23

Reason why people prefer chocolate over tradition sweets:-

Yes_chocotrad
Cumulative
Frequency
Valid
better for health
it place me high in the
society
sweets are for oldies
there are no good brands in
sweets which i can rely
others
Total

Percent

Valid Percent

Percent

19

40.4

40.4

40.4

14.9

14.9

55.3

2.1

2.1

57.4

11

23.4

23.4

80.9

6.4

6.4

87.2

12.8

12.8

100.0

47

100.0

100.0

24

Limitation of the study

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind.
Nevertheless, despite of fact constraints were at play during the formulation of this project. The main
limitations are as follows: Due to limitation of time only few people were selected for the study. So the sample of consumer
was not enough to generalize the findings of the study.
The main source of data for the study was primary data with the help of self-administered
questionnaire. Hence, the chances of unbiased information are less.
People were hesitant to disclose the true facts.
The chance of biased response cant be eliminated though all necessary steps were taken to avoid the
same
25

Appendix

The below questionnaire was used during the research project for collecting data:
Q1.) Do you eat chocolates?
o Yes
o No
Q2.) Which chocolate brand do you like most?
o
o
o
o
o

Cadbury
Nestle
Amul
Mars
Others (specify)

Q3.) Which sub-brand do you like from the following? And rank accordingly on the scale of 1 to 4 (where 1
represent most favorite and 4 least favorite)?
o
o
o
o

1: Most favorite
2:
3:
4: Least favoriteo
o
o
o
o

Dairy Milk
5 star
Perk
Silk
Others (specify)

kit-kat
Munch
Milkybar
Bar-one

Fruit n Nut
Snickers
Fundoo
Galaxy
Milk chocolate
Twix
Bindazz

Q4.) How frequently do you consume chocolates?

o
o
o
o

Once everyday
Once a week
2-3 times a week
On a special occasion only

Q5.) What is your favorite type of chocolate?

o
o
o
o
o

Milk chocolate
Dark chocolate
White chocolate
Flavored chocolate
Others (specify)

Q6.) Where do you buy chocolate?

o
o
o
o

Local kirana shops

Supermarket
Gift store
Others (specify)

Q7.) I often pick up a chocolate while I make other purchases.

o Yes
o No
Q8.) On which special occasion do you buy chocolate?26

o
o
o
o

Valentines Day (including chocolate day)

Diwali
Raksha-Bandhan
Others (specify)

Q9.) Rate the following factors according to the importance while purchasing the chocolate (Tick the desired
column)
FACTOR
S

V.IMPORTANT

IMPORTAN
T

AVERAGE LEAST
IMPORTAN
T

NOT
IMPORTAN
T

PRICE
QUALITY
TASTE
PACKING
BRAND
IMAGE
SHAPE
SIZE
Q10.) How much are you satisfied with the following factors in your preferred chocolates? (Tick the
following)
FACTORS

HIGHLY
SATISFIED

SATISFIED

NEUTRAL

PRICE
QUALITY
TASTE
PACKING
BRAND
IMAGE
SHAPE
SIZE
Q11.) Which form of chocolate do you like the most?
o
o
o
o
o

Hard
Crunchy
Nutties
Chew
Others (specify)

Q12.) Which media of advertisement influence your purchase?

o
o
o
o
o

Television
Display
Newspaper/Magazine
Hoardings
Others (specify)

NOT
SATISFIED

HIGHLY
NOT
SATISFIED

Q13.) Which TV advertisement you like most for chocolate?27

o
o
o
o
o

Ramesh and Suresh

Kuchmitha ho jaye
Arjun Rampal Galaxy
Snicker Hunger ache achekobadal de
Others ( Please specify)

Q14.) Which characteristics of advertisement influence you most?

o Appealing to emotion
o Funny content
o That Gives a message
o Others (Please specify)
Q15.) Do you prefer Chocolates over traditional sweets?
o Yes
o No
Q16.) If Yes Why?
o
o
o
o
o

Better for health

It place me high in the society
Sweets are for oldies
There are no good brands in sweets which I can rely
Others (please specify)

PERSONAL DETAILS:
Sex:
Male
Age Group:
o
o
o
o

0-10
10-20
20-30
30 and above

Profession: _____________
Annual Income/Pocket money
o
o
o
o
o

Less than 100000

100000-250000
250000-500000
500000-750000
More than 750000

Place of Residence:

Female

28

CONCLUSION
A survey of the people has been conducted to know the liking pattern of the different chocolate brands. It is observed that overall
people liketo eat Cadbury brand rather than Nestle and others. It is concluded that mostly people havent awareness about main
chocolate brand except cadbury. Most of the people prefer chocolate over traditional sweets also TV advertisement is the most
influencive one. It is also concluded fromthe facts collected that there is no direct relation between income group
and chocolate consumption also mostly people refer to buy chocolate from local kirana shops.

Bibliography
Dr.ShendgeA Comparative Study of Consumer Preference towards Cadbury ,and Nestle Chocolates
with Special Reference to NaviPeth Area in Solapur City : Golden Research Thoughts (April ;
2012)Dr.ShendgeA Comparative Study of Consumer Preference towards Cadbury
Kotler Phillip, Marketing Management, Millennium edition. (Prentice hall of India).

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