A REPORT ON CONSUMER SURVEY OF CHOCOLATES

SUBMITTED TO PROF.VIJAY NAGRANI

SUBMITTED BY DEEPIKA SHARMA (04) RENU GOTHWAL (13)

DATE OF SUBMISSION MARCH 27th,2009

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ACKNOWLEDGEMENT
We are grateful to a number of people who have helped us through out this assignment and made the assigment a successful one. I extend our sincere gratitude to Mr. Vijay Nagrani sir, faculty in charge for guiding us throughout the assignment. He had been of a great support and a guide to us during the entire course work and for the successful completion o f this assignment that he gave. We would like to thank those who have given their precious time and effort in providing us with the valuable data and information about the project. Date: March27th,2009 Deepika Sharma Renu Gothwal

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TABLE OF CONTENTS

 Introduction  Objectives  Executive summary  Research Design  Detailed findings and observation  Sample questionnaire  Excel Sheet  References

Page no. 4 6 7 8 9-32 33-34 35-40 41

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INTRODUCTION The market survey conducted by us on Chocolate as a part of our course curriculum provides us with in depth understanding of how the market (i.e.) consumers behave towards the various brands of chocolates. This helped in getting the detailed knowledge of various tool and techniques used by the marketing researchers. And while undergoing this research model we have also seen the real endeavourer that goes on in the present competitive market situations. The buying perception of the ultimate consumers and customers was also of the paramount importance with the regard of study registered.

CADBURY
Cadbury is a beverage and confectionary company with its headquarters in London, United Kingdom, and is the world's largest confectionery manufacturer. The company founded in 1824, was originally called Cadbury Schweepes but was renamed Cadbury. Cadbury is the market leader with 72% market share.

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NESTLE
NESTLE is a multinational packaged food company founded and headquartered in Vevey, Switzerland. It originated in a 1905 merger of the Anglo-Swiss Milk Company for milk products. Nestle stands 2nd in the market share, lead by Cadbury.

AMUL
AMUL (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. Amul is the largest food brand in India and world's Largest Pouched Milk Brand.

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OBJECTIVES
 The purpose behind the research was to figure out the consumer buying behavior in case of Chocolates.  The research was carried out in 3 segments to get an overview of different preference across different sectors.  The research was conducted to know the most popular brand of chocolates.  The research was also conducted to know the prefences of customers while purchasing a chocolate.

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Executive Summary
From the survey conducted on chocolates through specially designed questionnaires it is found that there are consumers of different profiles in the market generally fall in the following age bracket – 10-20, 21-30, 30 and above. Based on the survey, we find following information……  A sample size of 60 was taken and primary research was done in the CSKM school, EMPI B- school and Saket market.  The sample population consisted to 3 broad segments • School going students between 10-20 yrs. • College going adults between 21-30 yrs. • Working Professionals above 30  Cadbury is the most popular brand followed by Nestle which is at second position.  The inference drawn from these given diagrams of age group10-20 illustrates various facts about the preferences of the respondents below20. Most of the respondents of this group buy chocolate once a day and like to prefer the extra large size the most. Respondents preferably buy it from local grocery shops. Kind of chocolate does not matter much for respondents of this group. The most important inference drawn from it is this that most of the respondents are aware of the fact that chocolates are good only if they are eaten properly.  The inference given from these upper given diagrams is that all respondents of the age group 20-30 like chocolate. Most of the respondents buy chocolate once a day and brand here matters a lot. Major portion of respondents buy chocolates from local grocery shops and they like to purchase medium size chocolate. Dark chocolate is preferred over other kinds of chocolates. The most interestinf fact that has come out from it is that half of the respondents think that chocolate is good if eaten properly and rest half don’t care they just eat.  The inference drawn from the given diagram says that all respondents like chocolates and they often buy chocolates and they feel that its good if eaten well. Cadbury is the preferred brand and they buy more from local grocery shops.

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RESEARCH DESIGN
SAMPLING AND ITS CHARACTERISTICS This is one of the most important section of this report as it contains descriptions of the sampling units in terms of their geographical locations, socio-economic profile and other possible regulated details related to the sample used in the market research.
 SAMPLING PLAN:-- As far as this sampling plan is concerned,

every possible kind of consumer is covered to get the broad prospective of the research. The information was gathered from a sample drawn from distinct segments of the consumers divided into following brackets: School going students  College going adults  Working professionals.  SAMPLING MEDIA:-- The information regarding the market

research and study of chocolates has been gathered personally using specially designed questionnaires using various kinds of questions. For example, close end dichotomy questions, multiple choice questions, ranking questions.

Sample Size:-- 60
School going students—20 College going adults --- 20 Working professionals--- 20

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QUES1. Gender

50%

MALE FEMALE

50%

Objective: The purpose was to segment the population on the basis of sex as male and female have different preferences. Inference: The above pie chart shows that the sample population consisted of 50% male and 50% female.

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QUES2. Age Group
AGE GROUP

20 15 10 5 0

10-20

20-30

30 and above

Objective:
This question helps us to come to the conclusion as to what is the formation of our sample population according to the age group.

Inference:
The above bar chart illustrates that the sample population consisted of 3 different segments with equal size.

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QUES3. Do you like chocolate?
DO YOU EAT CHOCOLATES?

12%

YES NO

88%

Objective--- The objective of this question is to figure out the respondents who eat chocolates.

Inference--- The above pie diagram shows that 88% of respondents like chocolate and 12% do not like.

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QUES4. How many times you buy chocolate?

Once a day 2% 27% 24% 2 to 3 times a week Once a week On special occasions Others(please specify)

16%

31%

Objective—The objective of this question is to know the number of times respondents buy chocolates. Inference--- The inference drawn from the given pie diagram is that 31% respondents like to buy chocolate 2 to 3 times a week, followed by 27% who like to buy only on special occasions.

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QUES5. Where do you normally buy chocolates from?

40 35 30 25 20 15 10 5 0

36

Series1 15

Local grossary shops

Super Markets

Objective—The objective of this question is to know from where the respondents like to buy chocolate from.

Inference--- The above given diagram shows that 36 respondents out of 51 buy chocolates from Local grossary shops and 15 buy from super markets.

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QUES6. Rate your preferences in choice of Chocolates on scale 1-7?
TASTE PREFERENCES

1 7

2 3 1 2 3 4 4 5 6 7 5

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SWEETNESS

1 7

2 3 1 2 3 4 5 6 7

4 6 5

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PRICE

1 7

2 3

4

1 2 3 4 5 6 7

6 5

BRAND

1 7

2 3 1 2 3 4 4 5 6 7 5

6

15

PACKAGING

1 7

2 3 1 2 3 4 5 6 7

4 6 5

FLAVOUR

1 7

2 3 1 2 3 4 5 6 7

4 6 5

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SHAPE
1 7

2 3

4 6 5

1 2 3 4 5 6 7

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QUES7. How big would you like the chocolate to be?

6% 20%

20% 54%

SMALL MEDIUM LARGE EXTRA LARGE

Objective—The objective of the question is to know about the size of the chocolate mostly preferred by the respondents. Inference—The inference illustrates that more than 50% of the respondents prefer medium size chocolate.

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Ques8. Which brand of chocolate you prefer most?

35 30 25 20 15 10 5 0 CADBURY NESTLE 13 3 AMUL 4 OTHERS 31

Objective--- The above questions is asked to know the most popular brand in the market. Inference--- The inference drawn from the above diagram is that respondents prefer Cadbury the most.

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QUES 9—What kind of chocolates do you prefer?

18 17.5 17 16.5 16 15.5 15 14.5 14 13.5 COCO BASE MILK BASE DARK CHOC 15 18 18

Objective—The objective of this question is to know the kind of chocolate preferred by the respondents. Inference--- The above diagram shows that Coco base and Dark chocolate are equally preferred.

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QUES10. In your opinion, Chocolate is……….
30 25 20 15 10 5 0 7 28 18

Series1

Bad for health

Good if eaten well

Don't care I just eat

Objective--- This question serves the basic objective to know opinion of respondents about chocolates. Inference--- The inference drawn from this diagram is that most of the respondents feel that chocolate is good if eaten properly.

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SEGMENT WISE ANALYSIS
AGE GROUP 10-20

GENDER

50%

50%

MALE FEMALE

DO YOU IIKE CHOCOLATES?

10%

YES NO

90%

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HOW MANY TIMES YOU BUY ?

10% 0% 30% 20%

ONCE A DAY 2 TO 3 TIMES A DAY ONCE A WEEK ON SPECL OCCASION OTHERS

40%

KIND OF CHOCOLATE

25% 35% COCO BASE MILK BASE DARK CHOC

40%

SIZE PREFERRED

0% 30% SMALL MEDIUM LARGE EXT LARGE

45%

25%

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BRAND OF THE CHOCOLATE

5% 10%

45%

CADBURY NESTLE AMUL ANY OTHER

40%

FROM DO YOU BUY?

28%

LOCAL SHOPS SUPER MARKETS

72%

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15% 25%

BAD GOOD DONTCARE

60%

INFERENCE---- The inference drawn from these given diagrams of age
group10-20 illustrates various facts about the preferences of the respondents below20. Most of the respondents of this group buy chocolate once a day and like to prefer the extra large size the most. Respondents preferably buy it from local grocery shops. Kind of chocolate does not matter much for respondents of this group. The most important inference drawn from it is this that most of the respondents are aware of the fact that chocolates are good only if they are eaten properly.

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AGE GROUP 20-30
GENDER

50%

50%

MALE FEMALE

DO YOU LIKE CHOCOLATES?

0%

YES NO

100%

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HOW MANY TIMES YOU BUY?

0% 25% 35% ONCE A DAY 2 TO 3 TIMES A WEEK ONCE A WEEK ON SPECAL OCCASION OTHERS 35%

5%

FROM WHERE DO YOU BUY?

20%

LOCAL GROCERY SHOPS SUPER MARKETS

80%

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SIZE OF CHOCOLATE

15%

10%

15%

SMALL MEDIUM LARGE EXT LARGE

60%

BRAND

10% 10%

0%

CADBURY NESTLE AMUL OTHER

80%

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KIND OF CHOCOLATE

35% COCO BASE MILK BASE DARK CHOCOLATE

60%

5%

OPINION

0%

BAD FOR HEALTH 50% 50% GOOD IF EATEN WELL DON'T CARE I JUST EAT

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INFERENCE--- The inference given from these upper given diagrams is that all respondents of the age group 20-30 like chocolate. Most of the respondents buy chocolate once a day and brand here matters a lot. Major portion of respondents buy chocolates from local grocery shops and they like to purchase medium size chocolate. Dark chocolate is preferred over other kinds of chocolates. The most interestinf fact that has come out from it is that half of the respondents think that chocolate is good if eaten properly and rest half don’t care they just eat.

SEGMENT WISE ANALYSIS
AGE GROUP 30 AND ABOVE
GENDER

25%

YES NO

75%

30

HOW MANY TIMES YOU BUY?

5%

5% ONCE A DAY 2 TO 3 TIMES A WEEK ONCE A WEEK ON SPECL OCCASION OTHER

32% 16%

42%

FROM WHERE DO YOU BUY?

43% LOCAL GROCERY SHOP 57% SUPER MARKET

SIZE

5% 30% SMALL MEDIUM LARGE 50% EXTRA LARGE

15%

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BRAND

30% 35% CADBURY NESTLE AMUL OTHERS

15% 20%

OPINION

14%

36%

BAD FOR HEALTH GOOD IF EATEN WELL DON'T CARE, JUST EAT 50%

INFERENCE--- The inference drawn from the given diagram says that all respondents like chocolates and they often buy chocolates and they feel that its good if eaten well. Cadbury is the preferred brand and they buy more from local grocery shops.

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REFERENCES

    

www.amul.com www.cadburysindia.com www.netle.in www.choclatesurvey.com www.opinioncenter.com

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