STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES
PROJECT REPORT SUBMITTED TO RIMT-IMCT, IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
JASDEEP SINGH KANDHARI ENROLMENT No.632222356
RIMT-INSTITUTE OF MANAGEMENT AND COMPUTER TECHNOLOGY,MANDI GOBINDGARH
Hereby declare that the project report entitled “STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES” submitted for the degree of Master of Business Administration, is my original work and the project report has not formed the basis for the award of any diploma, degree, associate ship, fellowship or similar other titles. It has not been submitted to any other university or institution for the award of any degree or diploma.
Place: Date: Jasdeep Singh MBA-IV Sem
This is to certify that Mr.JASDEEP SINGH of MBA fourth semester of RIMT, Mandi Gobindgarh has completed her project report on the topic of “STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES” under the supervision of Ms.MANJARI faculty member of RIMT-IMCT. To best of my knowledge the report is original and has not been copied or submitted anywhere else. It is an independent work done by him
Ms.Manjari RIMT-IMCT Mandi Gobindgarh
Without a proper combination of inspection and perspiration. Working under him was an extremely knowledgeable and enriching experience for me. There is always a sense of gratitude. it’s not easy to achieve anything. I too would like to do it as I really wish to express my gratitude toward all those who have been helpful to me directly or indirectly during the development of this project. His perceptive criticism kept me working to make this project more full proof. Application of theoretical knowledge to practical situations is the bonanzas of this survey. I am very thankful to him for all the value addition and enhancement done to me. Bhatia. First of all I wish to express my profound gratitude and sincere thanks to my esteemed learned Director Dr. Jasdeep Singh MBA
. Above all I shall thank my friends who constantly encouraged and blessed me so as to enable me to do this work successfully. No classroom routine can substitute which is possible while working in real situations. I would like to thank my professor Ms. Mandi Gobindgarh. Director RIMT.S. who allowed me to conduct the survey.ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No words can adequately express my overriding debt of gratitude to my parents whose support helps me in all the way. Manjari who was always there to help and guide me when I needed help. which we express to others for the help and the needy services they render during the different phases of our lives. B. I am thankful to him for his encouraging and valuable support.
TABLE OF CONTENTS
CHAPTER NUMBER I CHAPTER NAME INTRODUCTION TO THE STUDY CONSUMER PREFERENCE SCOPE OF THE STUDY OBJECTIVES OF THE STUDY LIMITATIONS OF THE II INTRODUCTION OF CHOCOLATE AND COMPANY’S PROFILE CHOCOLATE PRODUCTION CONSUMTION OF CHOCOLATE IN INDIA NESTLE’S PROFILE CADBURY’S PROFILE BASIS OF RESEARCH AND DESIGN ANALYSIS OF DATA FINDINGS CONCLUSION SUGGESTIONS AND RECOMENDETATIONS V VI BIBLIOGRAPHY ANNEXURE 65 67 15 19 20 25 33 36 61 62 63 STUDY HISTORY OF CHOCOLATE 3 4 5 6 10 CONTENTS INTRODUCTION PAGE NUMBER 2
RESEARCH & DESIGN METHODOLOGY FINDINGS & ANALYSIS
LIST OF TABLES
TABLE NUMBER 1 TITLE LIKING FOR THE CHOCOLATES PAGE NUMBER 36
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 TABLE NUMBER 20 21 22 23 24
DIFFERENT AGE GROUPS PREFERENCE ACCORDING TO AGE GROUPS BRAND PREFERENCE PURCHASE OF CADBURY CHOCOLATES PURCHASE OF NESTLE CHOCOLATES OVERALL PURCHASE OF CHOCOLATES PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES INFLUENCING FACTORS DURING PURCHASE INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES INFLUENCING FACTORS DURING PURCHASE OF NESTLE CHOCOLATES FACTORS GIVING MOST SATISFACTION TO CONSUMERS FACTORS GIVING MOST SATISFACTION TO CONSUMERS IN CADBURY CHOCOLATE FACTORS GIVING MOST SATISFACTION TO CONSUMERS IN NESTLE CHOCOLATE FORM PREFERENCE PACK OF CHOCOLATES PREFERED PROMOTIONAL OFFERS FACTORS AFFECTING PURCHASE TITLE MEDIA OF ADVERTISEMENT FREQUENCY OF CONSUMPTION REASONABLE PRICE CONSUMER’S BRAND LOYALTY REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED
37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 PAGE NUMBER 55 56 57 58 59
LIST OF GRAPHS
TABLE NUMBER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 TITLE LIKING FOR THE CHOCOLATES DIFFERENT AGE GROUPS PREFERENCE ACCORDING TO AGE GROUPS BRAND PREFERENCE PURCHASE OF CADBURY CHOCOLATES PURCHASE OF NESTLE CHOCOLATES OVERALL PURCHASE OF CHOCOLATES FORM PREFERENCE PACK OF CHOCOLATES PREFERED PROMOTIONAL OFFERS FACTORS AFFECTING PURCHASE MEDIA OF ADVERTISEMENT FREQUENCY OF CONSUMPTION REASONABLE PRICE PAGE NUMBER 36 37 38 39 40 41 42 51 52 53 54 55 56 57
CONSUMER’S BRAND LOYALTY REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED
quality. packaging. brand loyalty etc. which are consumed by people of all ages. During this research I have interacted with people of “Ambala”. whether they buy small. I also came to know which particular brand of chocolate is most preferred by people of different age groups.INTRODUCTION
In this research I have survey the product performance and buying behavior of two famous brands of chocolates – Nestle and Cadbury. In this report I have tried to explain the entire research and facts product wise. advertisement. After this research I came to know how people perceives these products on the variables like price. Trend of ongoing changes in their likings has been shown in the report.
. taste. big or family pack. satisfaction. In this research I have surveyed that how frequently and how much chocolate they consume.
In this sense. we play a very vital role in the health of the economy local.CONSUMER PREFERENCE
All marketing starts with the consumer. Consumer decides what to purchase. In order to become a successful marketer. for the production. for whom to purchase. The manufacturers produce and the sellers sell whatever the consumer likes. and how much to purchase. they effect the employment of workers and deployment of resources and success of some industries and failures of others. for the transportation. So consumer is a very important person to a marketer. a consumer may purchase. The decision we make concerning our consumption behavior affect the demand for the basic raw materials. Now the whole concept of consumer’s sovereignty prevails.
. so that he may store the goods or provide the services according to the likings of the consumers. “consumer is the supreme in the market”. Thus marketer must understand this. he must know the liking or disliking of the customers. national or international. for the banking. As consumers. why to purchase. Gone are the days when the concept of market was let the buyer’s beware or when the market was mainly the seller’s market. He must also know the time and the quantity of goods and services. from where to purchase.
based on happiness. The scope of my study restricts itself to the analysis of consumer preferences. product attributes. as breathing. gratification.
SCOPE OF THE STUDY
As learning is a human activity and is as natural. maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumer’s needs. how to use. Despite of the fact that learning is all pervasive in our lives. In cognitive sciences. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives. They want consumers to learn about their products. individual preferences enable choice of objectives/goals. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference. More generally. satisfaction.Preference (or "taste") is a concept. used in the social sciences. They want to teach consumers in their roles as their roles as consumers. The study of the consumer preference not only focuses on how and why consumers make buying decision. but the marketer’s objectives. enjoyment.
. but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. potential consumers benefit. psychologists do not agree on how learning takes place. perception and consumption of Cadbury and Nestle Chocolates. How individuals learn is a matter of interest to marketers. it can be seen as a source of motivation. utility they provide. particularly economics. There are many other brands of chocolates available but my study is limited to two major players of chocolates leaving behind the others. The scope of my study is also restricts itself to Ambala region only.
Objectives of the study are: The other objective is to know about the customer satisfaction level associated with the product and the customer preference level.
.OBJECTIVES OF THE STUDY
This project is based on the comparative study consumer behavior towards Nestle and Cadbury chocolates. To study the factors affecting the consumption pattern. To increase customer satisfaction and recapture the market share by fulfilling the customer needs.
Nevertheless. The main source of data for the study was primary data with the help of selfadministered questionnaires.
. The main limitations are as follows: Due to limitation of time only few people were selected for the study. every possible aspect of the topic was kept in mind. despite of fact constraints were at play during the formulation of this project. People were hesitant to disclose the true facts. So the sample of consumers was not enough to generalize the findings of the study.LIMITATIONS OF THE STUDY
In attempt to make this project authentic and reliable. the chances of unbiased information are less. Hence. The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same.
Chocolate is more than just a food: it’s a state of mind.
The very word makes your mouth water.
Some eat them when they are sad Some relish them when they are happy or have sweet dreams. be they in the form of bar Or a tiny little gem. And taste sweet and bitter Some have them in a glass of cold coffee. For chocolate lovers it is fun. or in the form of a toffee. But I feel. any season!
Chocolates! Chocolates! Every body has a liking for them. breeze or sun. They are white and brown in color. to have chocolates We don’t need a reason. Or a sphere. Or shaped like a rectangle. a brick or an éclair. To have them during rain. ‘Cause we can have it Anytime.
Francesco carletti. vanilla and wild bee honey. When he returned to Spain in1528 he loaded his galleons with cocoa beans and equipment for making the chocolate drink.
The Aztec empire
“Chocolate”(in the form of a luxury drink) was consumed in large quantities by the aztecs: the drink was described as “ finely ground.History of chocolate:
The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central America. and had to obtain supplies of cocoa beans from “ tribute” or trade
The Spanish invaded Mexico in the 16th century. whether as cocoa or drinking chocolate beverage or confectionary treat. by this time the Aztecs had created a powerful empire. foamy. He had visited Central America and seen how the Indians prepared the cocoa beans and how they made the drink. Don Cortes was made captain general and governor of Mexico. who first enjoyed “chocolati” a much-prized spicy drink made from roasted cocoa beans. chocolate has been a much sought after food. aromatic flowers. soft. and by 1606 chocolate was well established in Italy. bitter with chilli water. was the first to break the Spanish monopoly.
Chocolate across Europe
An Italian traveler. Soon “chocolate” became a fashionable drink enjoyed by the rich in Spain. and the Spanish armies conquered Mexico. Throughout its history. reddish. The dry climate meant the Aztecs were unable to grow cocoa trees.
after traveling in south America. The Maya brewed a spicy. reaching England in the 1650’s
First chocolate for eating
Up until this point all chocolate recipes were based on plain chocolate. daughter of Phillip 2 of Spain married king Louis 13 of France The French court enthusiastically adopted this new exotic drink. who. The original Cadbury milk chocolate was prepared to his recipe. It was an English doctor. The Aztecs. bringing a milk chocolate recipe back to England. This drink was reserved for use in ceremonies as well as for drinking by the wealthy and religious elite. also enjoyed cacao as a beverage fermented from the raw beans. like the Mayans. which was considered to have medicinal benefits as well as being a nourishing food. where the tropical mix of high rain fall combined with high year round temperatures and humidity provide the ideal climate for cultivation of the plant from which chocolate is derived. found in pods growing from the trunk and lower branches of the cacao tree. sir Hans’s sloane. which again featured prominently in ritual and as a luxury available only to the very wealthy.focused on cocoa and food values. the Spanish conquistadors found this
The earliest record of chocolate was over fifteen hundred years ago in the central America rain forests. Latin name “ theobroma cacao” meaning “ food of the gods” Cacao was corrupted into the more familiar “ cocoa” by the early European explorers. Gradually the custom of drinking chocolate spread across Europe. they also ate cacao porridge. when Anne.Drinking chocolate
The secret of chocolate was taken to France in 1615. bittersweet drink by roasting and pounding the seeds of the cacao tree with maize and capsicum peppers and letting the mixture ferment. the cacao tree. “ Chocolate is made from the cocoa bean. The Aztecs called this drink xocolatl.
in the Spanish Netherlands. where the dried fermented beans brought back from the new world by the Spanish treasure fleets were roasted and ground. Germany and – in about 1520 – it arrived in England. they were used as clubs where the wealthy and business community met to smoke a clay pipe of tobacco. they burned the whole ship in frustration. Montezuma reputedly drank it fifty times a day from a golden goblet and is quoted as saying of xocolatl: “ the divine drink.was being exported to other parts of Europe. which builds up resistance and fights fatigue.the beans. A cup of this precious drink permits a man to walk for a whole day without food”
Chocolate in Europe
Xocolatl! or chocolat or chocolate as it became known.
. only to find it loaded with what appeared to be “ dried sheep’s droppings. chocolate was so expensive at that time.a secret for many years. by this time the conquistadors had learned to make the drink more palatable to European tastes by mixing the ground roasted beans with sugar and vanilla ( a practice still continued today). and by the early 17th century chocolate powder – from which the European version of the drink was made. If only they had known.almost impossible to pronounce and so corrupted it to the easier “ chocolat” the English further changed this to chocolate. so successfully in fact. that when English buccaneers boarded what they thought was a Spanish “ treasurer galleon” in 1579. Like the already well established coffee houses. The first chocolate factories opened in Spain. The Aztec’s regarded chocolate as an aphrodisiac and their emperor. France. conduct business and socialize over a cup of chocolate. was brought to Europe by Cortez. The first chocolate house in England opened in London in 1657 followed rapidly by many others. chocolate was treasure indeed ! Within a few years. Italy. the cocoa beverage made from the powder produced in Spain had become popular throughout Europe. that it was worth it’s weight in silver ( if not gold). thus offsetting the spicy bitterness of the brew the Aztec’s drank. The Spanish kept the source of the drink.
began chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol. Baking was a common occupation for them because bread was regarded as the biblical “staff of life”. England) is credited with producing and selling the world’s first chocolate bar. an offshoot of the puritans of English civil war and pilgrim fathers fame and a history of chocolate would not be complete without mentioning their part in it.Back to the America’s
Event’s went full circle when English colonists carried chocolate (and coffee) with them to England’s colonies in north America. Some of the most famous names in chocolate were Quakers. and still are. if not quite the largest. first began their historic association with chocolate. they involved themselves in food related businesses and did very well. Because of their pacifist religion. Cadbury have stayed with chocolate production and are now. probably one of the best-known chocolate makers in the world. to form the largest chocolate manufacturer in the world. They were also heavily involved in breakfast cereals but that’s another story.
The Quakers were. and bakers in England were the first to add chocolate to cakes so it would be a natural progression for them to start making pure chocolate. they were prohibited from many normal business activities. What is certain is that the fry. who for centuries held a virtual monopoly of chocolate making in the English speaking world – fry. row tree and Cadbury families in England among others.
. a pacifist religious sect. Cadbury and row tree are probably the best known. Its probably before the time of the English civil war between parliament and king Charles 1st that the Quaker’s who evolved from the puritans. so as an industrious people with a strong belief in the work ethic (like the puritans). Destined to become the united states of America and Canada. they are now the worlds largest consumers – by far – of both chocolate and coffee. Fry’s have now all but disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle. consuming over half of the words total production of chocolate alone.
invented a method of extracting the bitter tasting fat or “cocoa butter” from the roasted ground beans. found a way to combine (some would say improve. England – mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to produce the first solid chocolate bar then in1875 a Swiss manufacturer. his aim was to make the drink smoother and more palatable. Johannes van houten. some would say ruin) cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate.Chocolate as we know it
The first mention of chocolate being eaten in solid form is when bakers in England began adding cocoa powder to cakes in the mid 1600’s. however he unknowingly paved the way for solid chocolate as we know it. Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol.
. Then in 1828 a Dutch chemist. Daniel peters.
as was the case among the Aztecs. mild aroma and are. as a form of currency. used only in the production of high-quality chocolate and for blending. the fruit is treated to prevent it from rotting. The technique varies depending on the growing region. the raw cocoa still contains far too much water. The cocoa tree can flourish only in the hottest regions of the world. Criollo cocoa accounts for only 10% of the world crop. up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit. Most of this has to be removed. collecting points. in fact about 60%. with its many hybrids and varieties.CHOCOLATE PRODUCTION
The cocoa-bean -. the fruit is opened. They regarded the precious bean as waste or used it.is bitter! This is why.
The fermentation process is decisive in the production of high quality raw cocoa.
After fermentation. under which practically all varieties can be categorised: Criollo and Forastero cocoas. The pure variety of the Criollo tree is found mainly in its native Equador and Venezuela.
There are two quite different basic classifications of cocoa. The main growing area is West Africa. They have a particularly fine.
Immediately after harvesting.
. therefore. The seeds are of finer quality than those of the Forastero variety. The remaining 90% is harvested from trees of the Forastero family. At fermentation sites either in the plantation or at.the heart of the sweetest delicacy in the world -. However.
The entire roasting process. sand and even the finest dust are extracted by powerful vacuum equipment.
Before the real processing begins. the last vestiges of wood. liquid mixture. This is dark brown in color with a characteristic.
The subsequent roasting process is primarily designed to develop the aroma. During cooling it gradually sets: this is the cocoa paste.
. strong odour.
The crushed cocoa beans.
Before grinding. which are still fairly coarse are now pre-ground by special milling equipment and then fed on to rollers where they are ground into a fine paste. and by brushing. the crushed beans are weighed and blended according to special recipes.What could be more natural than to spread the beans out to dry on the sun-soaked ground or on mats? After a week or so. producing a thick. the raw cocoa is thoroughly cleaned by passing through sieves. The secret of every chocolate factory lies in the special mixing ratios. all but a small percentage of the water has evaporated. The heat generated by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean) contained in the beans to melt.
The roasted beans are now broken into medium sized pieces in the crushing machine. Finally. is carried out automatically. during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C. which it has developed for different types of cocoa. jute fibres.
during which some of the cocoa butter is added to it. but which soon join again. beautiful lustre and delicate.)
After the cocoa butter has left the press. attractive glaze. but it also later gives the chocolate its fine structure. cocoa cakes are left which still contain a 10 to 20% proportion of fat depending on the intensity of compression. cocoa butter.go into the mixer. sugar and milk are the four basic ingredients for making chocolate. three or five vertically mounted steel rollers rotate in opposite directions. strongly aromatic powder.
Depending on the design of the rolling mills.cocoa. The two paths have rejoined. where they are pulverized and kneaded. Under heavy pressure they pulverise the tiny particles of cocoa and sugar down to a size of approx. A part of the cocoa paste is taken to large presses. powdered or condensed milk. cocoa butter. 30 microns. which is excellent for the preparation of delicious drinks .
The cocoa butter has important functions. which extract the cocoa butter. Cocoa paste. It not only forms part of every recipe. These cakes are crushed again.maybe vanilla . (One micron is a thousandth part of a millimetre. ground to powder and finely sifted in several stages and we obtain a dark.At this point the production process divides into two paths. By blending them in accordance with specific recipes the three types of chocolate are obtained which form the basis of ever product assortment. the cocoa paste. namely:
In the case of milk chocolate for example. The other part passes through various blending and refining processes. sugar and flavouring .
but dissolves meltingly on the tongue. Conches (from the Spanish word "concha". For during this period the chocolate paste will be refined to such an extent in the conches that it will flatter even the most discriminating palate.
. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter taste gradually disappears and the flavor is fully developed.Conching
But still the chocolate paste is not smooth enough to satisfy our palates. which gives it its reputation. The chocolate no longer seems sandy. But within two or three days all that will have been put right. It has attained the outstanding purity. while being constantly stirred. meaning a shell) is the name given to the troughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 °C and. is given a velvet smoothness by the addition of certain amounts of cocoa butter.
compared to 8-10kg in the developed countries. it is even lower. Chocolates in India are consumed as indulgence and not as a snack food. A strong volume growth was witnessed in the early 90’s when Cadbury repositioned chocolates from children to adult consumption. which are affordable to the masses.CONSUMPTION OF CHOCOLATES IN INDIA
Chocolate consumption in India is extremely low. In rural areas. The biggest opportunity is likely to stem from increasing the consumer base. Leading players like Cadbury and Nestle have been attempting to do this by value for money offerings. Per capita consumption is around 160 gms in the urban areas.
of Switzerland. The company insists on honesty. The Nanjangud factory (Karnataka). became operational in 1989.
Nestle India. integrity and fairness in all aspects of its business and expects the same in its relationships. in 1993 and in 1995 and 1997.
. In 1967. Nestlé commissioned two factories in Goa at Ponda and Bicholim respectively.NESTLE’
Nestle’ India is a subsidiary of Nestle’ S.A.Presence Across India
Beginning with its first investment in Moga in 1961. the Samalkha factory (Haryana). Nestlé’s regular and substantial investments established that it was here to stay. Nestlé India is now putting up the 7th factory at Pant Nagar in Uttaranchal. Nestlé set up its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea.
communities and nations. maternity and affection. responsibilities. it is not only the central element of Nestlé’s corporate identity but serves to define the Company’s products. Nestlé has grown to become the world’s largest and most diversified food Company. evokes the values upon which he founded his Company. operated 500 factories in approx. derived from Henri Nestlé’s personal coat of arms. 100 countries and offered over 8. throughout the world. Namely. nature and nourishment. the values of security. Today. The Company’s transparent business practices. and is about twice the size of its nearest competitor in the food and beverage sector. Good Life’ to people throughout their lives. pioneering environment policy and respect for the fundamental values of different cultures have earned it an enviable place in the countries it operates in. business practices. an infant cereal specially formulated by Henri Nestlé to provide and improve infant nutrition. Nestlé had around 247.000 products to millions of consumers universally.Nestle’ Story
Nestlé was founded in 1867 on the shores of Lake Geneva in Vevey. ethics and goals. Switzerland and its first product was “Farine Lactée Nestlé”. family and tradition.000 employees worldwide. Above all.
Milk Products & Nutrition Beverages Prepared Dishes and Cooking Aids Chocolates & Confectionary
. Nestlé’s activities contribute to and nurture the sustainable economic development of people. Nestlé’s trademark of birds in a nest. In 2004. Nestlé is dedicated to bringing the joy of ‘Good Food. From its first historic merger with the Anglo-Swiss Condensed Milk Company in 1905.
MILK PRODUCTS AND NUTRITION: NESTLÉ EVERYDAY Dairy Whitener NESTLÉ EVERYDAY Slim NESTLÉ EVERYDAY Ghee NESTLÉ MILKMAID NESTLÉ Fresh 'n' Natural Dahi NESTLÉ Fresh 'n' Natural Slim Dahi NESTLÉ Jeera Raita NESTLÉ MILKMAID Fruit yoghurt NESTLÉ Milk NESTLÉ Slim Milk BEVERAGES: NESCAFÉ CLASSIC NESCAFÉ SUNRISE NESTLÉ MILO NESCAFÉ 3 in 1 NESCAFÉ Koolerz PREPARED DISHES AND COOKING AIDS MAGGI 2-MINUTE Noodles MAGGI Vegetable Atta Noodles MAGGI Dal Atta Noodles MAGGI Rice Noodles Mania MAGGI Sauces MAGGI Pizza Mazza
.MAGGI Healthy Soups MAGGI Healthy Soup. NESTLÉ KIT KAT has a unique finger format with a ‘breaking' ritual attached to it.Sanjeevni MAGGI MAGIC Cubes CHOCOLATES & CONFECTIONARY NESTLÉ KIT KAT NESTLÉ KIT KAT LITE NESTLÉ MUNCH NESTLÉ MUNCH POP CHOC NESTLÉ MILKYBAR NESTLÉ MILKYBAR CHOO NESTLÉ BAR-ONE NESTLÉ FUNBAR NESTLÉ Milk Chocolate POLO POLO Powermint NESTLÉ Eclairs
are crisp wafer fingers covered with choco layer.
NESTLÉ KIT KAT is one of the most successful brands in the world and every year over 12 billion NESTLÉ KIT KAT fingers are consumed around the globe.
' NESTLÉ MUNCH is the largest selling SKU in the category! NESTLE MILKY BAR:
NESTLÉ MILKYBAR is a delicious milky treat. NESTLE Milk Chocolate:
NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. NESTLÉ BAR-ONE constantly reminds you that it is ‘Time for Action'. NESTLE BAR-ONE
is a luscious nougat and caramel with delicious choco layer. Relaunched in January 2006 with a Calcium Rich recipe. Kids just love it!
. NESTLÉ MILKYBAR is a favorite with parents to treat their kids with. NESTLÉ MUNCH is so crisp. which kids love. light and irresistible that you just ‘can't stop Munching.NESTLE MUNCH
NESTLÉ MUNCH is wafer layer covered with delicious choco layer.
but also the Swiss.
. but better than' the imported milk chocolate'. cocoa butter and sugar. By today's standards this chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for public tastes. and Cadbury's Dairy Milk. There was a great deal of competition from continental manufacturers. A considerable amount of time and money was spent on research and on new plant designed to produce the chocolate in larger quantities. Three names were considered: Jersey. the Bournville experts set out to meet the challenge. was ready to challenge the Swiss domination of the milk chocolate market. A recipe was formulated incorporating fresh milk. renowned for their milk chocolate. Four years of hard work were invested in the project and in 1905 what was to be Cadbury's top selling brand was launched.CADBURY
How Cadbury Chocolate is made
John Cadbury Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John paste to the dark chocolate recipe of cocoa mass. Dairy Maid became Dairy Milk. Led by George Cadbury Junior. not only the French. with its unique flavour and smooth creamy texture. Highland Milk and Dairy Maid. and production processes were developed to produce a milk chocolate 'not merely as good as.
the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. Induri (Pune) and Malanpur (Gwalior). Chocolate Confectionery. Mumbai. 5 Star. The pure taste of CDM defines the chocolate taste for the Indian consumer. The corporate office is in Mumbai. Perk. Cadbury enjoys a value market share of over 70% .
COMPANY OVERVIEW OF CADBURY INDIA
Cadbury began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market.By 1913 Dairy Milk had become the company's best selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader. After 59 years of existence. Éclairs and Celebrations. Milk Food Drinks and in the Candy category. it today has five company-owned manufacturing facilities at Thane. Some of the key brands are Cadbury Dairy Milk.
Currently Cadbury India operates in three sectors viz. Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi. Cadbury has maintained its undisputed leadership over the years. a position it has held ever since. In the Chocolate Confectionery business. Kolkota and Chennai).
In the Milk Food drinks segment their main product is Bournvita . Crispy wafers filled with coca cream in the form of a bagged snack.1 Confectionery Company.the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. world's No.
CADBURY WORLD WIDE
Cadbury is the world's largest confectionery company and have a strong regional presence in beverages in the Americas and Australia.are enjoyed in almost every country around the world. and thus heralds the entry of Cadbury India into the growing bagged Snack Market. Trident.00 people. Schweppes. Dentyne. it has worked with the Kerala Agriculture University to undertake cocoa research and released clones. Cadbury is poised in its leap towards quantum growth and new categories of business. mints. snacking and gifting. We employ around 60. which has been dominated until now by Salted Bagged Snack Brands. Snapple. For over two decades. hybrids that improve the cocoa yield. Dr Pepper. It delivers the taste of chocolate in the form of a light snack. Bytes is positioned as "The new concept of sweet snacking". Their heritage starts back in 1783 when Jacob Schweppe perfected his process for manufacturing carbonated mineral water in Geneva. The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution. Today. It is a part of the Cadbury Schweppes Group. Bytes was first launched in South India in 2003. With origins stretching back over 200 years. Bubblicious and Bassett . A good example of this is the development of Bytes. Trebor. today their products which include brands such as Cadbury. Halls. namely gums.
Bassett. Concentrating on their core brands in beverages and confectionery since the 1980s. These two great household names merged in 1969 to form Cadbury Schweppes plc. Dr Pepper. Trebor. Canada Dry. Since then they have expanded their business throughout the world by a programme of organic and acquisition led growth. And in 1824 John Cadbury opened in Birmingham selling cocoa and chocolate.000 people in over 200 countries Worlds No 1 Confectionery company World's No 2 Gums company World's No 3 beverage company
Chocolates Snacks Beverages Candy SNACKS: Bytes BEVERAGES Bournvita CANDY Halls
. Bubblicious. 7 Up and Snapple. Dentyne. Trident. Halls. It employ 60. they have strengthened their portfolio through almost fifty acquisitions.Switzerland. including brand icons such as Mott's.
but the journey with chocolate lovers in India began in 1948.CHOCOLATES Dairy Milk 5 Star Perk Celebrations Temptation Eclairs Gems DAIRY MILK
Milk started way back in 1905 at Bournville. Cadbury Dairy Milk has exciting products on offer . combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.
.Cadbury Dairy Milk Wowie. The variants Fruit & Nut. Today. Crackle and Roast Almond. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury.. U. Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.K. a delightful combination of milk chocolate and white chocolate. and Cadbury Dairy Milk 2 in 1. chocolate with Disney characters embossed in it.
the second largest after Cadbury Dairy Milk with a market share of 14%. Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience. Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside. Cadbury 5 Star Crunchy was launched. Cadbury 5 Star moves from strength to strength every year by increasing its user base. the brand and the consumer stuck to as a valuable association. With its light chocolate and wafer construct. And through the passage of time. Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. to give consumers another reason to come into the Cadbury 5 Star fold. One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour. this was one property that both. The same delicious Cadbury 5 Star was now available with a dash of rice crispies.
. More recently. PERK
Cadbury launched Perk in 1996.
Perk XL and XXL. nut butterscotch and caramels. Gems. cashew magic. Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants. Almond magic. with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer'. Cadbury Perk unveiled two new offerings .fruits during festive seasons. raisin magic. The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours.With the rise of more value-for-money brands in the wafer chocolate segment. TEMPTATION
. Perk. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star. In 2004. Perk became even more irresistible CELEBRATIONS
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry.
Mint Crunch.Cadbury flavours
variants .Roast Almond Coffee. Honey Apricot. Black
Forest and Old Jamaica.
This chapter describes the methodology of the study. This project is based on information collected from primary sources. After the detailed study, an attempt has been made to present comprehensive analysis of consumption of Cadbury and nestle chocolates consumed by the people. The data had been used to cover various aspects like consumption, consumer’s preference and customer’s satisfaction regarding Cadbury and Nestle chocolates. In collecting requisite data and information regarding the topic selected, I went to the residents of Ludhiana and collected the data.
The study is a cross sectional study because the data were collected at a single point of time. For the purpose of present study a related sample of population was selected on the basis of convenience.
Sample Size and Design:
A sample of 100 people was taken on the basis of convenience. The actual consumers were contacted on the basis of random sampling.
Research work is only carried for 2 or 3 weeks.
This work is carried out through self-administered questionnaires. The questions included were open ended, dichotomous and offered multiple choices.
The data, which is collected for the purpose of study, is divided into 2 bases: Primary Source: The primary data comprises information survey of “Comparative study of consumer behavior towards Nestle and Cadbury chocolates”. The data has been collected directly from respondent with the help of structured questionnaires. Secondary Source: The secondary data was collected from internet, References from Library.
The data is analyzed on the basis of suitable tables by using mathematical techniques. The technique that I have used is bar technique.
ANALYSIS OF THE STUDY
LIKING FOR THE CHOCOLATES
Table:1 Liking for the Chocolate Number of Respondents Yes 95 No 5
Liking For the Chocolate
100 80 60 40 20 0
Number of Persons
Chart:1 From the above analysis of the given sample of 100 respondents it is concluded that out of 100 people 95 people likes to eat chocolate while only 5 people don’t prefer to eat chocolate.
DIFFERENT AGE GROUPS
Table:2 AGE GROUPS NUMBER OF RESPONDENTS 0-10 14 10-20 42 20-30 33 ABOVE 30 11
NUMBER OF RESPONDENTS 50 40 30 20 10 0 42 14
33 0-10 11 10 to 20 20 to 30 Above 30
1 AGE GROUPS
Chart:2 According to the above analysis it is concluded that I have surveyed 100 respondents out of which 14. above30 respectively. 33. 42. 10-20. 20-30.
PREFERENCE ACCORDING TO AGE GROUPS
. 11 belongs to age group 0-10.
. People of age group above 30 equally likes to have both brands.Table:3 BRANDS CADBURY NESTLE NO CONSUMTION 0-10 7 5 2 10-20 35 6 1 AGE GROUPS 20-30 24 8 1 ABOVE 30 5 5 1
PREFERENCE ACCORDING TO AGE GROUPS
NUMBER OF CONSUMERS 45 40 35 30 25 20 15 10 5 0 1 6 1 8 2 5 7 35 24 1 5 5 NONE NESTLE CADBURY
0-10 10 to 20 to Above 20 30 30 AGE GROUPS
Chart:3 According to the above analysis it is concluded that people of different age groups prefer mostly Cadbury brand of chocolate while Nestle brand is least preferred by the age group between 10-20.
PURCHASE OF CHOCOLATES
. of Persons
73 Cadbury Nestle
60 40 20 0 1 Chocolate Brands 22
Chart:4 From the above analysis of given sample of 93 respondents who eat chocolates it is concluded that only 22 people prefer to eat Nestle chocolates while 73 people likes to eat Cadbury chocolates.Table:4 BRANDS CADBURY NESTLE PREFERENCE BY CONSUMERS 73 22
PURCHASE OF NESTLE CHOCOLATES
Table:6 NESTLE CHOCOLATES
.PURCHASE OF CADBURY CHOCOLATES
Table:5 SUB.BRANDS DAIRY MILK 5 STAR PERK CELEBRATIONS TEMPTATIONS CADBURY CHOCOLATES NUMBER OF RESPONDANTS 69 64 61 49 41
Cadbury chocolates Purchased By People
Number of Persons
80 60 40 20 0
61 49 41
1 Sub-brands of Cadbury Chocolate
Chart:5 From the above analysis of given sample of 73 respondents who eat Cadbury chocolates it is concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while Temptation is least purchased by the people.
While surveying we have found that many people are not aware of Milk Chocolate.BRANDS OF CHOCOLATES SUB-BRANDS PERCENTAGE OF PURCHASE DAIRY MILK 13 5 STAR 12
OVERALL PURCHASE OF CHOCOLATES
Table:7 OVERALL PURCHASE OF SUB.BRANDS KIT KAT MUNCH MILKY BAR BAR.ONE MILK CHOCOLATE
NUMBER OF RESPONDANTS 17 19 18 16 11
Nestle chocolates Purchased by People 20 18 16 14 12 10 8 6 4 2 0 19 17 18 15 11
Number of Persons
Sub-brands of Nestle Chocolates Kit Kat Munch Milky Bar Bar-One Milk Chocolate
Chart:6 From the above analysis of given sample of 22 respondents who eat Nestle chocolates it is concluded that mostly all sub-brands are purchased by people but top most is Munch followed by Milky Bar and Kit Kat.SUB.
BRANDS CADBURY CHOCOLATES GRAND TOTAL AVERAGE OF DAIRY MILK 5 STAR PERK PREFERENCE 315 220 176 (GRAND TOTAL / No.PERK CELEBRATIONS TEMPTATIONS KIT KAT MUNCH MILKY BAR BAR ONE MILK CHOCOLATE
11 9 7 10 11 11 9 7
Sub-brands of Chocolates purchased By People
9% 11% 11%
13% 12% 11% 7% 9%
Dairy Milk 5 Star Perk Celebrations Temptation Kit Kat Munch Milky Bar Bar-One Milk Chocolate
Chart:7 From the above analysis it is concluded that overall Dairy Milk is purchased by people followed by 5 Star while Temptation and Milk Chocolate is least purchased by people. OF RESPONDANTS) 4.3 3 2.4 1 2 3 RANKS
PREFERENCE OF SUBRANDS OF CHOCOLATES PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES
Table: 8 SUB.
86 4 TEMPTATION 91 1.05 1.
PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES
Table:9 SUB. OF RESPONDANTS) 3.95 2.CELEBRATIONS 136 1.9 2. Dairy milk is the most preferred sub-brand as it is ranked first by the respondents.BRANDS NESTLE CHOCOLATES GRAND AVERAGE TOTAL OF KIT KAT MUNCH MILKY BAR BAR-ONE MILK CHOCOLATE PREFERENCE 70 64 65 45 30 (GRAND TOTAL / No.36 1 3 2 4 5 RANKS
.24 5 According to the above analysis it is concluded that in Cadbury Brand.18 2. While Temptation is the least preferred sub-brand of Cadbury chocolates.
1 4.12 3. Munch is the most preferred sub-brand as it is ranked first by the respondents.17 3.62 3.82 3.
INFLUENCING FACTORS DURING PURCHASE OVERALL INFLUENCE
Table :10 FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 435 295 391 344 301 354 344 297 268 342 AVERAGE 4.13 2.According to the above analysis it is concluded that in Nestle Brand.62 3.58 3. While Milk Chocolate is the least preferred sub-brand of Cadbury chocolates.73 3.6 RANK 1 9 2 4 7 3 4 8 10 6
6 3. It is surprised to know that very few people are influenced by price followed by shape of the chocolate.According to the above analysis it is concluded that on an average mostly people are influenced by flavor/taste followed by quality. packaging and brand.59 RANK 1 7 2 3 8 4 5 9 10 5
According to the above analysis it is concluded that on an average mostly people are influenced by flavor/taste followed by quality.59 3. Here color and shape are not all influencing people while purchasing Cadbury chocolates.
INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES
Table:11 FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 335 235 307 277 231 271 262 224 213 262 AVERAGE 4.2 4.92 3.
.07 2.16 3.79 3.71 3.2 3. brand and image.
82 3. Here packaging and shape are not all influencing people while purchasing Nestle chocolates.73 3.INFLUENCING FACTORS DURING PURCHASE OF NESTLE CHOCOLATES
Table:12 FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 100 60 84 67 70 83 82 73 55 80 AVERAGE 4.04 3.32 2.5 3.64 RANK 1 5 2 9 8 3 4 7 10 6
According to the above analysis it is concluded that on an average mostly people are influenced by flavor/taste followed by quality.72 3.5 2.77 3.
.18 3. brand and image.
81 3.86 3.52 3.77 3.49 3.45 3.56 3.
.6 3. It is surprising to know that although people are satisfied with quality but unsatisfied with the quantity.FACTORS GIVING MOST SATISFACTION TO CONSUMERS OVERALL
Table:13 FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 427 337 367 338 332 358 328 332 335 328 AVERAGE 4.45 RANK 1 4 2 5 7 3 9 7 6 9
According to the above analysis it is concluded that on an average people are most satisfied with the flavor/taste of a chocolate followed by quality and brand.49 3.
38 3.6 3.53 3.IN CADBURY CHOCOLATE
Table:14 FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 334 269 282 272 264 282 247 259 258 255 AVERAGE 4.73 3.49 RANK 1 5 2 4 6 2 10 7 8 9
According to the above analysis it is concluded that on an average people are most satisfied with the flavor/taste of a chocolate followed by quality and brand.86 3.68 3.55 3. It is surprising to know that although people are satisfied with quality but unsatisfied with the quantity and image.86 3.
09 3.86 3 3.IN NESTLE CHOCOLATE
Table:15 FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 93 68 85 66 68 76 81 73 77 73 AVERAGE 4. It is surprising to know that although people are satisfied with quality but unsatisfied with the form and packaging.5 3.2 3.68 3.
.45 3.32 3.32 RANK 1 8 2 10 8 5 3 6 4 6
According to the above analysis it is concluded that on an average people are most satisfied with the flavor/taste of a chocolate followed by quality and image.09 3.
PACK OF CHOCOLATES PREFERED
Table:17 PACK SIZE NUMBER OF RESPONDENTS
.Table:16 FORM OF CHOCOLATE HARD NUTTIES CRUNCHY CHEW NUMBER RESONDENTS 33 25 29 20 OF
Form of a Chocolate Prefered by People
40 Number of Consumers 30 20 10 0
HARD NUTTIES CRUNCHY CHEW
Chart:8 According to the above analysis it is concluded that most of the people likes to eat hard chocolate and chew form of a chocolate is least preferred.
SMALL BIG FAMILY PACK
28 48 19
Pack of Chocolate Pre fered
60 50 40 30 20 10 0
48 28 19 SMALL BIG FAMILY PACK
Number of Consumers
Chart:9 According to the above analysis it is concluded that out of sample of 95 people who eat chocolates likes to buy big pack.
Table:18 PROMOTIONAL OFFERS FREE GIFTS NUMBER OF RESPONDENTS 52
. Family pack is mostly preferred by aged people only.
23 by price offers while 20 were attracted by some other reasons.
FACTORS AFFECTING PURCHASE
Table:19 FACTORS ADVERTISEMENT NUMBER OF RESPONDENTS 65
.PRICE OFFER ANY OTHER
Effect of Promotional Offers while Purchase Number of Consumers 60 50 40 30 20 10 0 Promotional Offers 1 23 20 FREE GIFTS PRICE OFFER ANY OTHER 52
Chart: 10 According to the above analysis it is concluded that out of sample of 95 people who eat chocolate 52 are attracted by free gifts.
While friends and relatives and brand ambassadors also play a significant role in this regard.
MEDIA OF ADVERTISEMENT
Table:20 MEDIA OF ADVERTISEMENT TELEVISION NEWSPAPERS BROCHURES HOARDING NUMBER OF RESPONDENTS 82 7 3 4
.SUGGESTION FROM FRIENDS AND RELATIVES ATTRACTIVE DISPLAY DOCTORS ADVICE BRAND AMBASSADORS INGREDIENTS
16 11 15 9 25
Factors Affecting Purchase Number of Consumers
80 60 40 20 0
65 25 9
SUGGESTION FROM FRIENDS AND RELATIVES ATTRACTIVE DISPLAY DOCTOR'S ADVICE BRAND AMBASSDORS INGREDIENTS
16 11 15
Chart: 11 According to the above analysis it is concluded that Advertisement is the best measure to attract customers to purchase more. Its impact is much more than other factors.
15 Media of Advertisement influencing the Purchase Number of Customers
100 80 60 40 20 0
Television Newspapers Brochers Hoarding Display
Media Of Advertising 1
Chart:12 According to the above analysis it is concluded that television emerges as the best media for advertisement of chocolates that compel consumers to buy.
FREQUENCY OF CONSUMPTION
Table:21 FREQUENCY OF CONSUMPTION ONCE IN A FORTNIGHT DAILY WEEKLY MONTHLY QUARTERLY NUMBER OF RESPONDENTS 16 17 39 18 5
. It is much more than other ways as out of 95 respondents 82 are attracted to by through television media while brochures are the least attracting media.
Frequency of Consumption
Number of Consumers
40 30 20 10 0
39 Once in a fortnight Daily
Frequency 1 Chart:13
Weekly Monthly Quarterly
According to the above analysis it is concluded that mostly people purchase chocolates weekly. Only 15 out of 95 purchase chocolates quarterly.
Table:22 PRICE OF CHOCOLATE BELOW 5 5-10 10-20 20-30 ABOVE 30 NUMBER OF RESPONDENTS 6 23 51 4 11
CONSUMER’S BRAND LOYALTY
Table:23 BRAND LOYALTY ACTIONS POSTPONE YOUR PURCHASE SWITCH OVER TO OTHER BRANDS GO TO OTHER SHOP FOR SEARCH OF PREFERED BRAND NUMBER OF RESPONDENTS 26 24 45
. So it must be worthwhile to know this as it may effect the sale of chocolates.Reasonable Price 60 50 40 30 20 10 0 51 23 6 4 1Price 11
Below5 5 to 10 10 to 20 20 to 30 Above 30
Number of Consumers
Chart: 14 According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the reasonable price of a chocolate.
SHALL NOT CAN’T SAY NUMBER OF RESPONDENTS 35 27 4 29
REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED
Table:24 SHIFT TO NEW BRAND OF THE PREFERED PRODUCT NO. NOT AT ALL MAY CONSIDER NO.Brand Loyalty
Number of consumers
50 40 30 20 10 0
45 26 24
Postpone Purchase Switch Brand Search in other Shop
1 Action of Consumers in absence of Prefered Brand
Chart:15 According to the above analysis it is concluded that mostly people are loyal to the brand as in the absence of availability of their preferred brand mostly people like to search for it or they are ready to postpone their purchase.
Reaction of consumers if new brand is introduced
Number of Consumers
40 30 20 10 0
35 27 29
No. Not at all May Consider Shall Not Can't Say
4 1 Reactions
Chart:16 According to the above analysis it is concluded that mostly people are addicted to the same flavor or taste and they don’t want to change it as out of 95 respondents 35 are not ready to try new brand at any cost. The most important reasons given by the consumers were: Taste/Flavor Brand Image Quality Packaging
REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS
All the consumers why they continue to buy the old brand gave various important reasons.
CONSUMER RESEARCH: Consumer research deals with consumer and their problems and solution to the problems. PRODUCT RESEARCH:
. In this I came to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction.
. quality and image and due to its hard form. PRICING RESEARCH: This includes ability to consume. ADVERTISING RESEARCH: Under this I have concluded that whether the advertisement appeals the consumers or not.Under product research I came to know about the modification which consumers wants as to the quality. quality and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its taste and crunchiness. It is concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste. shape.
A survey of the people has been conducted to know the liking pattern of the two products Cadbury and Nestle. Some people often like to have a chocolate with good flavor. This also includes evaluating and selecting the proper media-mix and measuring advertising effectiveness. and quantity etc of their favorite chocolate. color. to pay for the product. It is observed that overall people like to eat Cadbury brand rather than Nestle. how much a person can spend on his/her favorite chocolate. In this I have tried to find out consumer’s price expectations and reactions. packing.
It is thus concluded from the facts collected that mostly people refer to buy big pack of their favorite chocolate. For promotional offers. as mostly people get attracted through television only.
. and sometimes some of them go for small and family pack. company should go for free gifts rather than going for other ways.
SUGGESTIONS AND RECOMMENDATIONS Company should concentrate more on television for advertisement. Nestle company should concentrate on its packing as people are least satisfied with it while Cadbury should concentrate on the shape of a chocolate.
. People are unsatisfied with the price and quantity of chocolate so companies should concentrate in this regard also.
http://www.cadburyindia.uk/history_chocolate.com http://www.com http://www.nestle.co.
.html http://www.chocolatereview.packaging-technology.co. http://www.com/…/cadbury4.
Which brand of chocolate do you prefer?
PROJECT REPORT ON CONSUMER PREFERENCETOWARDS NESTLE AND CADBURY CHOCOLATES
Que1. Do you eat chocolate? Yes No
Which sub-brand you have purchased? Cadbury Dairy Milk 5Star Perk Celebrations Temptation Nestle Kit Kat Munch Milky Bar Bar-One Milk Chocolate
Que4. Rank the sub-brands of chocolates according to your preference? (1 for most preferred) Cadbury Dairy Milk 5Star Perk Celebrations Temptation Nestle Kit Kat Munch Milky Bar Bar-One Milk Chocolate
Que3. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column) Factors Flavor/taste Price Quality Packaging Form Brand Image Very Important Important Normal Least Important None
Which of these factors affect your purchase? Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors
.Color Shape Quantity Que6. How much are you satisfied with the following factors in your preferred chocolate? (Tick in the desired column) Factors Very Satisfied Normal Least Can’t Say Satisfied Satisfied Flavor/taste Price Quality Packaging Form Brand Image Color Shape Quantity Que7. Which promotional offers attract you most? Free gifts Price Offer Any other
Que10. Which form of a chocolate do you like? Hard Nutties Crunchy Chew
Que8. What pack do you purchase? Small Big Family Pack Que9.
If your preferred brand is not available for repeat purchase then what will you do? Postpone your purchase Switch over to other brand Go to the other shop to search for your preferred brand Que15. Which media of advertisement influence your purchase? Television Newspapers Brochures Hoarding Display
Que12. How frequently do you purchase chocolates? Once in a fortnight Daily Weekly Monthly Quarterly Que13. If you don’t like to change to the new brand. not at all I may consider No. What according to you is the reasonable price of chocolate? Below5 20. I shall not can’t say
Que16. If another brand of the same product appears in the market. will you prefer to stop buying this brand and buy the new brand? No.30 5-10 Above 30 10-20
Que14. Ingredients Que11. then what are the reasons for continuing to purchase the old brand?
PERSONAL DETAILS Name: Address: Age: Between 0-10 Between10-20
Between 20-30 Gender: Phone Number: Marital status: Education: Profession: