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(Study of Consumer Behavior towards Cadbury & Nestle Chocolates)
Submitted by Batch No Enroll. No Session Submitted On : TAMAL MANNA : : : 25 251091131 2009-2011
: 19th February, 2011
A report submitted in partial fulfillment for the requirement of 2 Year Full Time Masters in Business Administration & (MBA+PGPM) From
Institute of Management & Development
I, Tamal Manna, bearing Enrollment No. 251091131 a student of Institute of Management & Development, New Delhi affiliated to PTU, pursuing Masters in Business Administration. Hereby, declare that the project report entitled “STUDY OF CONSUMER BEHAVIOR TOWRDS NESTLE & CADBURY CHOCOLATES” submitted 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.
Tamal Manna MBA – IV Semester.
Survey is an excellent tool for learning & exploration. No classroom routine can substitute which is possible while working in real situations. Application of theoretical knowledge to practical situations is the bonanzas of this survey. Without a proper combination of inspection & perspiration, its not easy to achieve to anything. There is always a sense of gratitude, which we express to others for the help & needy services they render during the different phases of our lives. I really wish to express my gratitude towards all those who have been helpful to me directly or indirectly during the development of this project. I would like to thank my professors Renu Sharma & Arvind Arora, who was always there to help and guide me whenever I needed help. Their perspective criticism I am thankful to them for their encouraging and valuable support. Working under them was an extremely knowledgeable and enriching experience for me. I am very thankful to them for all the value addition and enhancement done to me. No words can adequately express my overriding debt of gratitude to my parents whose support helps me in all the way.
Objective of the study. Basis of Research & Design. History of chocolates. 6. 5. Limitation of study. 2.TABLE OF CONTENTS 1. 14. Scope of the study. Suggestions & recommendations. 11. Analysis of data findings. Cadbury’s profile. Chocolate production. 13. Nestlé’s profile. . 12. Introduction. Consumer preference. Conclusion. Consumption of chocolate in India. 10. 9. 7. 4. 3. 8.
Frequency of consumption. 5. 6. 3. 8. Reaction of consumer if new brand is introduced TITLES . Influencing factors during purchase of Nestle Chocolates. Purchase of Cadbury chocolates. Factors affecting purchase. Factors giving most satisfaction to consumers in Cadbury chocolates. 21. 1. 16. Pack of chocolates preferred. 20. 11. Influencing factors during purchase of Cadbury Chocolates. Overall purchase of chocolates. 2. Factors giving most satisfaction to consumers in Nestle chocolates. Brand preference. 10. Preference of sub brands of Nestle Chocolates. 14. Promotional offers. 22. Preference according to age groups. 19.LIST OF TABLES TABL E NO. 9. 15. 13. Media of advertisement. Preference of sub brands of Cadbury Chocolates. 18. Reasonable price. 17. Purchase of Nestle chocolates. 4. 12. Liking for the chocolates. Consumers brand loyalty. 7. Different age groups. Form preference.
In this report I have tried to explain the entire research and facts product wise. which are consumed by people of all ages. I also came to know which particular brand of chocolate is most preferred by people of different age groups. In this research I have surveyed that how frequently and how much chocolate they consume. brand loyalty etc. CONSUMER PREFERENCE . Trend of ongoing changes in their likings has been shown in the report. satisfaction.INTRODUCTION In this research I have survey the product performance and buying behavior of two famous brands of chocolates – Nestle and Cadbury. During this research I have interacted with people of “Delhi & Kolkata”. taste. whether they buy small. packaging. advertisement. big or family pack. After this research I came to know how people perceives these products on the variables like price. quality.
for the transportation. 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. Consumer decides what to purchase. why to purchase. As consumers. He must also know the time and the quantity of goods and services. national or international. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference. marketer must understand this preference (or "taste") is a concept. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives. for the banking. satisfaction. used in the social sciences. and how much to purchase. Thus. based on happiness. he must know the liking or disliking of the customers.All marketing starts with the consumer. The study of the consumer preference not only focuses on how and why consumers make buying decision. effect the employment of workers and deployment of resources and success of some SCOPE OF THE STUDY . gratification. but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. for whom to purchase. we play a very vital role in the health of the economy local. for the production. In order to become a successful marketer. a consumer may purchase. enjoyment. from where to purchase. utility they provide. particularly economics. so that he may store the goods or provide the services according to the likings of the consumers. they industries and failures of others. So consumer is a very important person to a marketer.. The decision we make concerning our consumption behavior affect the demand for the basic raw materials.
There are many other brands of chocolates available but my study is limited to two major players of chocolates leaving behind the others. but the marketer’s objectives. maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumer’s needs. psychologists do not agree on how learning takes place. They want consumers to learn about their products. The scope of my study restricts itself to the analysis of consumer preferences. How individuals learn is a matter of interest to marketers. potential consumers benefit. as breathing. product attributes.As learning is a human activity and is as natural. how to use. They want to teach consumers in their roles as their roles as consumers. perception and consumption of Cadbury and Nestle Chocolates. Despite of the fact that learning is all pervasive in our lives. .
• To study the factors affecting the consumption pattern. .OBJECTIVES OF THE STUDY This project is based on the comparative study consumer behavior towards Nestle and Cadbury chocolates. • To increase customer satisfaction and recapture the market share by fulfilling the customer needs. 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.
Nevertheless.LIMITATIONS OF THE STUDY In attempt to make this project authentic and reliable. every possible aspect of the topic was kept in mind. The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same. Hence. • • People were hesitant to disclose the true facts. . The main limitations are as follows: • Due to limitation of time only few people were selected for the study. So the sample of consumers 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 questionnaires. the chances of unbiased information are less. despite of fact constraints were at play during the formulation of this project.
Chocolate is more than just a food: it’s a state of mind.Chocolate The very word makes your mouth water. .
Chocolates Chocolates! Chocolates! Every body has a liking for them. Some eat them when they are sad. Some relish them when they are happy or have sweet dreams. a brick or an éclair. They are white and brown in color. or in the form of a toffee. breeze or sun. And taste sweet and bitter. Or shaped like a rectangle. We don’t need a reason. For chocolate lovers it is fun. Anytime. To have them during rain. But I feel. be they in the form of bar Or a tiny little gem. Or a sphere. any season! . Some have them in a glass of cold coffee. ‘Cause we can have it. to have chocolates.
Throughout its history. Chocolate across Europe An Italian traveler. bitter with chili water. who first enjoyed “chocolati” a much-prized spicy drink made from roasted cocoa beans. vanilla and wild bee honey. Drinking chocolate The secret of chocolate was taken to France in 1615. When he returned to Spain in1528 he loaded his galleons with cocoa beans and equipment for making the chocolate drink. He had visited Central America and seen how the Indians prepared the cocoa beans and how they made the drink. was the first to break the Spanish monopoly. foamy. soft. and the Spanish armies conquered Mexico. First chocolate for eating . which was considered to have medicinal benefits as well as being a nourishing food. Francesco carletti. and by 1606 chocolate was well established in Italy. chocolate has been a much sought after food. reddish. whether as cocoa or drinking chocolate beverage or confectionary treat. Soon “chocolate” became a fashionable drink enjoyed by the rich in Spain. 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. when Anne. daughter of Phillip 2 of Spain married king Louis 13 of France The French court enthusiastically adopted this new exotic drink. Don Cortes was made captain general and governor of Mexico. The dry climate meant the Aztecs were unable to grow cocoa trees. and had to obtain supplies of cocoa beans from “ tribute” or trade Don Cortes The Spanish invaded Mexico in the 16th century. by this time the Aztecs had created a powerful empire. aromatic flowers.History of Chocolates The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central America.
was brought to Europe by Cortez. chocolate was treasure indeed ! . History The earliest record of chocolate was over fifteen hundred years ago in the central America rain forests.after traveling in south America.Up until this point all chocolate recipes were based on plain chocolate. Sir Hans’s Sloane. thus offsetting the spicy bitterness of the brew the Aztec’s drank. chocolate was so expensive at that time. 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. and by the early 17th century chocolate powder – from which the European version of the drink was made. that it was worth it’s weight in silver ( if not gold).focused on cocoa and food values. 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). bittersweet drink by roasting and pounding the seeds of the cacao tree with maize and capsicum peppers and letting the mixture ferment. This drink was reserved for use in ceremonies as well as for drinking by the wealthy and religious elite. The original Cadbury milk chocolate was prepared to his recipe. who.was being exported to other parts of Europe. the cacao tree. where the dried fermented beans brought back from the new world by the Spanish treasure fleets were roasted and ground.“ Chocolate is made from the cocoa bean. The first chocolate factories opened in Spain. If only they had known. Chocolate in Europe Xocolatl! or chocolat or chocolate as it became known. found in pods growing from the trunk and lower branches of the cacao tree. It was an English doctor. they also ate cacao porridge. Latin name “ the obroma cacao” meaning “ food of the gods” Cacao was corrupted into the more familiar “ cocoa” by the early European explorers. bringing a milk chocolate recipe back to England. The Maya brewed a spicy.
What is certain is that the fry. France. 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. first began their historic association with chocolate. 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. so as an industrious people with a strong belief in the work ethic (like the puritans). and still are. 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. began chocolate making and in fact Joseph fry of fry &sons . 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. Germany and – in about 1520 – it arrived in England. The Quakers The Quakers were. Some of the most famous names in chocolate were Quakers. The first chocolate house in England opened in London in 1657 followed rapidly by many others. they were prohibited from many normal business activities. in the Spanish Netherlands. Baking was a common occupation for them because bread was regarded as the biblical “staff of life”. consuming over half of the words total production of chocolate alone. Italy. a pacifist religious sect.Within a few years. who for centuries held a virtual monopoly of chocolate making in the English speaking world – fry. Destined to become the united states of America and Canada. row tree and Cadbury families in England among others. Because of their pacifist religion. they are now the worlds largest consumers – by far – of both chocolate and coffee. Cadbury and row tree are probably the best known. the cocoa beverage made from the powder produced in Spain had become popular throughout Europe. they involved themselves in food related businesses and did very well.
Cadbury have stayed with chocolate production and are now. his aim was to make the drink smoother and more palatable. Then in 1828 a Dutch chemist. Johannes van houten. invented a method of extracting the bitter tasting fat or “cocoa butter” from the roasted ground beans. to form the largest chocolate manufacturer in the world. Chocolate production – Procedure . 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. 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. Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol. found a way to combine (some would say improve.(founded 1728 in Bristol. probably one of the best-known chocolate makers in the world. however he unknowingly paved the way for solid chocolate as we know it. Daniel peters. Fry’s have now all but disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle. England) is credited with producing and selling the world’s first chocolate bar. some would say ruin) cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate. if not quite the largest.
up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit. under which practically all varieties can be categorized : Criollo and Forastero cocoas. all but a small percentage of the water has evaporated. Fermentation The fermentation process is decisive in the production of high quality raw cocoa. The remaining 90% is harvested from trees of the Forastero family. The cocoa tree can flourish only in the hottest regions of the world. used only in the production of high-quality chocolate and for blending. The technique varies depending on the growing region. Criollo cocoa accounts for only 10% of the world crop. Drying After fermentation. They have a particularly fine. 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. as a form of currency.the heart of the sweetest delicacy in the world -. the fruit is opened.is bitter! This is why. with its many hybrids and varieties. as was the case among the Aztecs. At fermentation sites either in the plantation or at. The main growing area is West Africa. However. The pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. in fact about 60%. . collecting points. therefore.The cocoa-bean -. The seeds are of finer quality than those of the Forastero variety. mild aroma and are. The Harvest Immediately after harvesting. They regarded the precious bean as waste or used it. The Varieties There are two quite different basic classifications of cocoa. the raw cocoa still contains far too much water. Most of this has to be removed. the fruit is treated to prevent it from rotting.
During cooling it gradually sets: this is the cocoa paste. This is dark brown in colour with a characteristic. A part of the cocoa paste is taken to large presses. during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C. Finally. 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.Before the real processing begins. the crushed beans are weighed and blended according to special recipes. jute fibres. The entire roasting process. Roasting The subsequent roasting process is primarily designed to develop the aroma. Blending Before grinding. which extract the cocoa butter. producing a thick. . Grinding The crushed cocoa beans. The heat generated by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean) contained in the beans to melt.At this point the production process divides into two paths. the raw cocoa is thoroughly cleaned by passing through sieves. The secret of every chocolate factory lies in the special mixing ratios which it has developed for different types of cocoa. the last vestiges of wood. sand and even the finest dust are extracted by powerful vacuum equipment. Crushing and shelling The roasted beans are now broken into medium sized pieces in the crushing machine. during which some of the cocoa butter is added to it. The other part passes through various blending and refining processes. The two paths have rejoined. but which soon join again. liquid mixture. is carried out automatically. strong odour.
beautiful lustre and delicate. Under heavy pressure they pulverize the tiny particles of cocoa and sugar down to a size of approx. cocoa butter. It not only forms part of every recipe. (One micron is a thousandth part of a millimeter. 30 microns.Cocoa Butter The cocoa butter has important functions. namely – Kneading In the case of milk chocolate for example. By blending them in accordance with specific recipes the three types of chocolate are obtained which form the basis of ever product assortment. sugar and flavoring .) Conching But still the chocolate paste is not smooth enough to satisfy . but it also later gives the chocolate its fine structure.maybe vanilla .go into the mixer. These cakes are crushed again. powdered or condensed milk. Rolling Depending on the design of the rolling mills. sugar and milk are the four basic ingredients for making chocolate. Cocoa Powder After the cocoa butter has left the press. cocoa butter. cocoa cakes are left which still contain a 10 to 20% proportion of fat depending on the intensity of compression. Cocoa paste. the cocoa paste. attractive glaze. strongly aromatic powder which is excellent for the preparation of delicious drinks . where they are pulverized and kneaded. ground to powder and finely sifted in several stages and we obtain a dark. three or five vertically mounted steel rollers rotate in opposite directions.cocoa.
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. The chocolate no longer seems sandy. Per capita consumption is around 160 gms in the urban areas. while being constantly stirred. it is even lower. It has attained the outstanding purity which gives it its reputation. Conches (from the Spanish word "concha". is given a velvet smoothness by the addition of certain amounts of cocoa butter. but dissolves meltingly on the tongue. 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. compared to 8-10kg in the developed countries. 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.our palates. 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. . But within two or three days all that will have been put right. 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. Consumption of Chocolates in India Chocolate consumption in India is extremely low. which are affordable to the masses.
With seven factories and a large number of co-packers.Nestle India Nestlé India is a subsidiary of Nestlé S.A. . of Switzerland. Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction.
Haryana. in 1995 and 1997 respectively. Goa. set up at Choladi (Tamil Nadu). and is about twice the size of its nearest competitor in the food and beverage sector. was followed soon after by its second plant. Nestlé’s story Nestlé was founded in 1867 on the shores of Lake Geneva in Vevey. Nestlé’s trademark of birds in a nest. Nestlé India’s first production facility. Mumbai. Consequently. The 4 branch offices in the country help facilitate the sales and marketing of its products. Samalkha (Haryana). Nestlé and India set up factories in in Nanjangud This was (Karnataka). Chennai and Kolkata. set up in 1961 at Moga (Punjab). From its first historic merger with the Anglo-Swiss Condensed Milk Company in 1905. 1993.at Ponda and Bicholim. an infant cereal specially formulated by Henri Nestlé to provide and improve infant nutrition. They are in Delhi. in 1967. in 2006. The Nestlé India head office is located in Gurgaon. derived from Henri Nestlé’s personal coat of arms. in 1989. Nestlé has grown to become the world’s largest and most diversified food Company. succeeded by the commissioning of two more factories . Uttarakhand.Nestlé India has presence across India with 7 manufacturing facilities and 4 branch offices spread across the region. The seventh factory was set up at Pantnagar. Switzerland and its first product was “Farine Lactée Nestlé”. . evokes the values upon which he founded his Company.
000 employees worldwide. throughout the world. In 2004. . • • • • • Nestle Everyday Dairy Whitener. the values of security. Today. Nestlé had around 247. Chocolates & Confectionery Milk Products & Nutrition. Nestlé is dedicated to bringing the joy of ‘Good Food. Nestle Brands • • • • Milk Products & Nutrition. it is not only the central element of Nestlé’s corporate identity but serves to define the Company’s products. family and tradition. The Company’s transparent business practices. ethics and goals.000 products to millions of consumers universally. Good Life’ to people throughout their lives. maternity and affection. 100 countries and offered over 8. Nestle Milk. business practices. Above all. Beverages. communities and nations. operated 500 factories in approx. Nestlé’s activities contribute to and nurture the sustainable economic development of people. Prepared Dishes & Cooking Aids. nature and nourishment. Nestle Slim Milk. Nestle Everyday Ghee.Namely. responsibilities. pioneering environment policy and respect for the fundamental values of different cultures have earned it an enviable place in the countries it operates in. Nestle NESVITA Pro-Heart Milk.
• Nescafe Classic. Maggi magic cubes. Nestle Dahi. Beverages. Maggi Vegetable Atta Noodles. Maggi Cuppa Mania. Nestle Fresh ‘n’ Natural Slim Dahi. Nestle Neslac. Maggi Sanjeevni cup soup.• • • • • • • • Nestle Fresh ‘n’ Natural Dahi. Nescafe Cappuccino. Nestle Milkmaid. Nescafe Iced Tea with Green Tea. Maggi sauces. Nestle NESVITA Dahi.Minute Noodles. Nestle Milkmaid fruit yoghurt. Maggi Pichkoo. Maggi Pizza Mazaa. Nescafe 3 in 1. Maggi Healthy soups. Nestle Jeera Raita. . Nescafe Premium. Nescafe Iced tea. • • • • • • Prepared Dishes & Cooking Aids • • • • • • • • • • Maggi 2. Nescafe Sunrise Premium. Maggi Coconut milk powder.
Nestle Milky bar Choo. light and irresistible that you just ‘can't stop Munching. Nestle Milk Chocolate. Nestle Bar One. Nestle Milky bar. Nestle Milky bar Eclairs. Nestle Kit Kat It is a crisp wafer fingers covered with chocolayer. Nestle Munch NESTLÉ MUNCH is wafer layer covered with delicious choco layer. Nestle Kit Kat is one of the most successful brands in the world & every year over 12 billion Kit Kat are consumed throughout the world. Nestle Munch Pop Choc. It is so crispy. Nestle Kit Kat has a unique finger format with breaking ritual attached to it.Chocolates & Confectionery • • • • • • • • • • • Nestle Kitkat.' NESTLÉ MUNCH is the largest selling SKU in the category! Nestle Milky bar . POLO. Nestle Kitkat chunky. Nestle Munch. Nestle Eclairs.
NESTLÉ MILKYBAR is a delicious milky treat. which kids love. Relaunched in January 2006 with a Calcium Rich recipe. NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it! 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. Nestle Bar One Is a luscious nougat and caramel with delicious choco layer. NESTLÉ BAR-ONE constantly reminds you that it is ‘Time for Action'. cocoa butter . NESTLÉ MILKYBAR is a favorite with parents to treat their kids with.
and production processes were developed to produce a milk chocolate 'not merely as good as. renowned for their milk chocolate. with its unique flavour and smooth creamy texture. Led by George Cadbury Junior. it today has five company-owned manufacturing facilities at Thane. By today's standards this chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for public tastes. Bangalore and Baddi is in Mumbai. was ready to challenge the Swiss domination of the milk chocolate market. (Himachal Pradesh) and 4 sales offices (New Delhi. Three names were considered: Jersey. Company’s Overview of Cadbury India Cadbury began its operations in 1948 by importing chocolates and then repacking them before distribution in the Indian market. A considerable amount of time and money was spent on research and on new plant designed to produce the chocolate in larger quantities. Mumbai. Induri (Pune) and Malanpur (Gwalior).The corporate office . There was a great deal of competition from continental manufacturers. but better than' the imported 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. A recipe was formulated incorporating fresh milk. Highland Milk and Dairy Maid. 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.and sugar. a position it has held ever since. After 59 years of existence. and Cadbury's Dairy Milk . not only the French .but also the Swiss. the Bourneville experts set out to meet the challenge. Dairy Maid became Dairy Milk. Kolkota and Chennai).
Cadbury has maintained its undisputed leadership over the years. snacking and gifting. A good example of this is the development of Bytes. Similarly in the medicated candy category Halls is the undisputed leader.Currently Cadbury India operates in three sectors viz. 5 Star. namely gums.In the Chocolate Confectionery business. Bytes was first launched in South India in 2003. Some of the key brands are Cadbury Dairy Milk. Cadbury Worldwide Cadbury is the world's largest confectionery company and have a strong regional presence in beverages in the Americas and Australia. Today. Perk.the leading Malted Food Drink (MFD) in the country. It delivers the taste of chocolate in the form of a light snack. Chocolate Confectionery. The pure taste of CDM defines the chocolate taste for the Indian consumer. mints.1 Confectionery Company. Crispy wafers filled with coca cream in the form of a bagged snack. Éclairs and Celebrations. Cadbury is poised in its leap towards quantum growth and new categories of business. which has been dominated until now by Salted Bagged Snack Brands.The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution. Bytes is positioned as "The new concept of sweet snacking". In the Milk Food drinks segment their main product is Bournvita . With origins . and thus heralds the entry of Cadbury India into the growing bagged Snack Market. Milk Food Drinks and in the Candy category. Cadbury enjoys a value market share of over 70% the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. It is a part of the Cadbury Schweppes Group. world's No.
World's No 2 Gums company. Bassett. Trebor.stretching back over 200 years.are enjoyed in almost every country around the world.which include brands such as Cadbury. today their products . Snapple. These two great household names merged in 1969 to form Cadbury Schweppes plc. 7 Up and Snapple. Their heritage starts back in 1783 when Jacob Schweppe perfected his process for manufacturing carbonated mineral water in Geneva. Cadbury Brands: • • • • Chocolates Snacks Beverages Candy SNACKS: • Bytes . Trident. Bubblicious. Since then they have expanded their business throughout the world by a programme of organic and acquisition led growth.00people. Dr Pepper. Trebor. Concentrating on their core brands in beverages and confectionery since the 1980s. Halls. including brand icons such as Mott's. Schweppes. We employ around 60. Dr Pepper. Bubblicious and Bassett . Canada Dry. Halls. Dentyne.World's No 3 beverage company.000 people in over 200 countries . -It employ 60. Trident. Dentyne.Worlds No 1 Confectionery company. And in 1824 John Cadbury opened in Birmingham selling cocoa and chocolate. Switzerland. they have strengthened their portfolio through almost fifty acquisitions.
Dairy Milk . Gems. Perk. Temptation. Eclairs. Celebrations. 5 Star.BEVERAGES • Bournvita CANDY • Halls CHOCOLATES • • • • • • • Dairy Milk.
combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.The variants Fruit & Nut.Cadbury Dairy Milk Wowie. Cadbury Dairy Milk has exciting products on offer . and Cadbury Dairy Milk 2 in 1. 5 Star .K. Crackle and Roast Almond.. but the journey with chocolate lovers in India began in 1948.The story of Cadbury Dairy Milk started way back in 1905 at Bournville. Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. U. Today. chocolate with Disney characters embossed in it. a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury.
With its light chocolate and wafer construct. With the rise of more value-for-money brands in the wafer chocolate segment. Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience. Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. Celebrations . More recently. The same delicious Cadbury 5 Star was now available with a dash of rice crispies. Perk became even more irresistible.Perk XL and XXL.The second largest after Cadbury Dairy Milk with a market share of 14%. the brand and the consumer stuck to as a valuable association. with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer'. Cadbury Perk unveiled two new offerings . And through the passage of time. 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. In 2004. Cadbury 5 Star moves from strength to strength every year by increasing its user base. Cadbury 5 Star Crunchy was launched. Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside. Perk Cadbury launched Perk in 1996. this was one property that both.
raisin magic. Almond magic. Temptation . nut butterscotch and caramels. Perk. 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 flavors and the premium dark chocolate range which is exotic dark chocolate in luscious flavors. Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants.Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry. Gems. cashew magic.fruits during festive seasons. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star.
Honey Apricot.Roast Almond Coffee.Cadbury Temptations is a range of delicious premium chocolate in five flavors variants . Mint Crunch. . Black Forest and Old Jamaica.
The data had been used to cover various aspects like consumption. Research Instrument . 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 Period Research work is only carried for 2 or 3 weeks. 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 Kolkata and Delhi and collected the data. an attempt has been made to present comprehensive analysis of consumption of Cadbury and nestle chocolates consumed by the people. Survey design The study is a cross sectional study because the data were collected at a single point of time.RESEARCH METHODOLOGY This chapter describes the methodology of the study. For the purpose of present study a related sample of population was selected on the basis of convenience. After the detailed study. This project is based on information collected from primary sources.
is divided into 2 bases: • Primary Source: The primary data comprises information survey of “Comparative study of consumer behavior towards Nestle and Cadbury chocolates”.This work is carried out through self-administered questionnaires. The data has been collected directly from respondent with the help of structured questionnaires. which is collected for the purpose of study. Data Analysis The data is analyzed on the basis of suitable tables by using mathematical techniques. • internet. dichotomous and offered multiple choices. The technique that I have used is bar technique. Secondary Source: The secondary data was collected from references from library. Data Collection The data. . The questions included were open ended.
Analysis of the study Liking for the Chocolates Table-1 Liking for the Chocolate Number of respondents Yes 95 No 5 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. of respondents 0-10 14 10-20 42 20-30 33 Above 30 11 . Different Age Groups Table-2 Age Groups No.
10-20. Preference according to age groups Brands Cadbury Nestle No Consumption 0-10 7 5 2 Age Groups 10-20 35 6 1 20-30 24 8 1 Above 30 5 5 1 . 33. 42. 11 belongs to age group 0-10. 20-30. above30 respectively.Chart 2 According to the above analysis it is concluded that I have surveyed 100 respondents out of which 14.
.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. Brand preference Table-4 Brands Cadbury Nestle Preference by Consumers 73 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. People of age group above 30 equally like to have both brands.
of respondents 69 64 61 49 41 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.Purchase of Cadbury Chocolates Table-5 Sub Brands Dairy Milk 5 Star Perk Celebrations Temptations Cadbury Chocolates No. .
While surveying we have found that many people are not aware of Milk Chocolate.Purchase of Nestle Chocolates Table-6 Sub Brands Kit Kat Munch Milky Bar Bar One Milk Chocolates Nestle Chocolates No. . of respondents 17 19 18 16 11 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.
Overall purchase of Chocolates Table-7 Overall purchase of sub-brands of Chocolates Sub Brands Percentage of purchase Dairy Milk 5 Star Perk Celebrations Temptations Kit Kat Munch Milky Bar Bar One Milk Chocolate 13 12 11 9 7 10 11 11 9 7 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. Preference of Sub Brands of Cadbury Chocolates .
9 2. While Temptation is the least preferred sub-brand of Cadbury chocolates.18 2.95 2.24 Ranks 1 2 3 4 5 According to the above analysis it is concluded that in Cadbury Brand.4 1. of respondents) 3. Dairy milk is the most preferred sub-brand as it is ranked first by the respondents. of respondents) 4.36 1 3 2 4 5 .86 1.Cadbury Chocolates Sub Brands Grand total of Preference Dairy Milk 5 Star Perk Celebrations Temptation 315 220 176 136 91 Average (Grand total/No.05 1. Preference of Sub Brands of Nestle Chocolates Sub Brands Nestle Chocolates Grand total Average of Preference Kit Kat Munch Milky Bar Bar-One Milk Chocolate 70 64 65 45 30 Ranks (Grand total/No.3 3 2.
2 4.59 3.79 3.07 2.71 3. . packaging and brand.2 3. Here color and shape are not all influencing people while purchasing Cadbury chocolates. Munch is the most preferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is the least preferred sub-brand of Cadbury chocolates.6 3.According to the above analysis it is concluded that in Nestle Brand. Influencing Factors during purchase of Cadbury Chocolates 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 4.59 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.92 3.16 3.
72 3.73 3. Satisfaction Factor – Cadbury Chocolate 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 3.18 3.86 3.62 3.77 3.86 3. Here packaging and shape are not all influencing people while purchasing Nestle chocolates.5 2.49 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.6 3. It is surprising to know that although people are satisfied with quality but unsatisfied with the quantity and image.32 2.55 3.53 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.68 3.04 3.5 3. brand and image.82 3.Influencing Factors during purchase of Nestle Chocolates 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. Satisfaction Factor – Nestle Chocolate .38 3.
09 3. It is surprising to know that although people are satisfied with quality but unsatisfied with the form and packaging.2 3.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. Form Preference Form of Chocolates Hard Nutties Crunchy Chew No.68 3.86 3 3.45 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. of Respondents 35 25 29 20 .32 3.5 3.
Pack of Chocolates preferred Pack Size Small Big Family Pack No. of Respondents 28 48 19 .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.
According to the above analysis it is concluded that out of sample of 95 people who eat chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.
Free Gifts Price Offers Any Others
No. of Respondents
52 23 20
According to the above analysis it is concluded that out of sample of 95 people who eat chocolate 52 are attracted by free gifts, 23 by price offers while 20 were attracted by some other reasons
Factors Affecting Purchase
No. of Respondents
Suggestions from Friends & Relatives Attractive Display Doctors Advice Brand Ambassador Ingredients
16 11 15 9 25
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. While friends and relatives and brand ambassadors also play a significant role in this regard.
Media of Advertisement
Media of Advertisement
Television Newspaper Brochure Hoarding Display
No. of Respondents
82 7 3 4 15
According to the above analysis it is concluded that television emerges as the best media for advertisement of chocolates that compel consumers to buy. 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
Frequency of Consumption
Once in a Fortnight Daily Weekly Monthly Quarterly 16 17 39 18 5
No. of Respondents
Reasonable Price Price of Chocolates Below 5 5-10 10-20 20-30 Above 30 No. of Respondents 6 23 51 4 11 Chart 14 .Chart 13 According to the above analysis it is concluded that mostly people purchase chocolates weekly. Only 15 out of 95 purchase chocolates quarterly.
Reaction of consumer if new brand is introduced Shift to New Brand of the preferred No. So it must be worthwhile to know this as it may effect the sale of chocolates. of Respondents 26 24 45 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. Consumer’s Brand Loyalty Brand Loyalty Actions Postpone your purchase Switchover to other Brands Go to other shop for search or preferred Brand No. of Respondents .According to the above analysis it is concluded that the consumer thinks 1020 Rs is the reasonable price of a chocolate.
Reasons for not switching over to other Brands .Product No not at all May consider No shall not Can’t say 35 27 4 29 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. shape. and quantity etc of their favorite chocolate. In this I have tried to find out consumer’s price expectations and reactions. This also includes and selecting media-mix and measuring advertising effectiveness. • Pricing Research: This includes ability to consume. • Packaging. • Brand. • Image. packing. In this I came to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction. • Product Research: Under product research I came to know about the modification which consumers wants as to the quality. how much a person can spend on his/her favorite chocolate. Findings • Consumer Research: Consumer research deals with consumer and their problems and solution to the problems. Conclusion . • Advertising Research: Under this I have concluded that whether the advertisement evaluating appeals the consumers the proper or not. color.All the consumers why they continue to buy the old brand gave various important reasons. to pay for the product. • Quality.
. and sometimes some of them go for small and family pack. quality and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its taste and crunchiness. It is thus concluded from the facts collected that mostly people refer to buy big pack of their favorite chocolate. Some people often like to have a chocolate with good flavor. It is concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste. quality and image and due to its hard form.A survey of the people has been conducted to know the liking pattern of the two products Cadbury and Nestle. It is observed that overall people like to eat Cadbury brand rather than Nestle.
• 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. company should go for free gifts rather than going for other ways. as mostly people get attracted through television only. .Suggestions & Recommendations • Company should concentrate more on television for advertisement. • For promotional offers.
aphroditechocolates.com www..com.htm www.nz/carnival/index.packaging-technology.google.nestle.co.htm • • • • • www.com www.com www.cadburyindia.wikipedia.html www.chocolatereview.uk www.Bibliography • • • www..cadbury.org Annexure .co.uk/history_chocolate./cadbury4.co.
Which sub-brands you have purchased? Cadbury Nestle Dairy Milk Kit Kat 5 Star Munch Perk Milky Bar Celebration Bar One Temptation Milk Chocolate 4. Which brand chocolate do you prefer? Cadbury Nestle 3. Do you eat chocolate? Yes No 2. Rank the sub-brands of chocolates according to your preference? (1 for most preferred) .Project Report on Consumer Behavior towards Nestle & Cadbury Chocolates 1.
Factors Flavor/Taste Price Quality Packaging Form Brand Image Color Shape Quantity Very Important Important Normal Least Important None 6.Cadbury Dairy Milk Kit Kat Nestle 5 Star Munch Perk Milky Bar Celebration Bar One Temptation Milk Chocolate 5. How much are you satisfied with the following factors in your preferred Chocolate? (Tick in the desired column). . How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column).
Which promotional offers attract you most? Free Gifts Price Offer Any Other 10. What pack do you purchase? Small Big Family Pack 9. Which of these factors affect your purchase? .Factors Flavor/Taste Price Quality Packaging Form Brand Image Color Shape Quantity Very Satisfied Satisfied Normal Least Satisfied Can’t Say 7. Which form of a chocolate do you like? Hard Nutties Crunchy Chew 8.
What according to you is the reasonable price of chocolate? . Which media of advertisement influence your purchase? Television Newspapers Brochures Hoarding Display 12. How frequently do you purchase chocolates? Once in a fortnight Weekly Daily Monthly Quarterly 13.Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors Ingredients 11.
If your preferred brand is not available for repeat purchase then what will you do? a) Postpone your purchase b) Switch over to other brand b) Go to the other shop to search for your preferred brand 15.Below 5 5-10 10-20 20. I shall not Can’t say 16. will you prefer to stop buying this brand and buy the new brand? No.30 Above 30 14. then what are the reasons for continuing to purchase the old brand? . not at all I may consider No. If another brand of the same product appears in the market. If you don’t like to change to the new brand.
30 Above 30 Gender: Phone Number: Marital status: Education: Profession: THANKS .PERSONAL DETAILS Name: Address: Age: Between 0-10 10-20 20.
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