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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.
11. Scope of the study. 4.TABLE OF CONTENTS 1. Nestlé’s profile. 9. 5. Objective of the study. 6. Basis of Research & Design. 7. Consumer preference. Cadbury’s profile. 13. . 10. 2. Introduction. Suggestions & recommendations. Conclusion. Analysis of data findings. 14. 8. Chocolate production. History of chocolates. Limitation of study. Consumption of chocolate in India. 3. 12.
Reaction of consumer if new brand is introduced TITLES . 15. Overall purchase of chocolates. 1. 16. 20.LIST OF TABLES TABL E NO. Factors giving most satisfaction to consumers in Cadbury chocolates. 14. 7. Preference according to age groups. 4. Different age groups. 3. Frequency of consumption. Media of advertisement. 9. Preference of sub brands of Nestle Chocolates. Influencing factors during purchase of Nestle Chocolates. Preference of sub brands of Cadbury Chocolates. 22. 8. 19. Reasonable price. 6. Brand preference. 10. 5. Factors affecting purchase. 18. 12. 17. Purchase of Nestle chocolates. Liking for the chocolates. Form preference. Factors giving most satisfaction to consumers in Nestle chocolates. Influencing factors during purchase of Cadbury Chocolates. 11. Promotional offers. Purchase of Cadbury chocolates. Pack of chocolates preferred. 2. 13. 21. Consumers brand loyalty.
advertisement. In this research I have surveyed that how frequently and how much chocolate they consume. big or family pack. After this research I came to know how people perceives these products on the variables like price. taste. During this research I have interacted with people of “Delhi & Kolkata”. In this report I have tried to explain the entire research and facts product wise. whether they buy small. quality. brand loyalty etc. satisfaction. CONSUMER PREFERENCE .INTRODUCTION In this research I have survey the product performance and buying behavior of two famous brands of chocolates – Nestle and Cadbury. packaging. which are consumed by people of all ages. Trend of ongoing changes in their likings has been shown in the report. I also came to know which particular brand of chocolate is most preferred by people of different age groups.
for the transportation. based on happiness. for whom to purchase. He must also know the time and the quantity of goods and services. and how much to purchase. why to purchase. marketer must understand this preference (or "taste") is a concept. but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. utility they provide. enjoyment.. he must know the liking or disliking of the customers. The study of the consumer preference not only focuses on how and why consumers make buying decision. used in the social sciences. In order to become a successful marketer. Consumer decides what to purchase.All marketing starts with the consumer. they industries and failures of others. we play a very vital role in the health of the economy local. from where to purchase. a consumer may purchase. The decision we make concerning our consumption behavior affect the demand for the basic raw materials. satisfaction. for the production. As consumers. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference. particularly economics. so that he may store the goods or provide the services according to the likings of the consumers. So consumer is a very important person to a marketer. national or international. effect the employment of workers and deployment of resources and success of some SCOPE OF THE STUDY . for the banking. Thus. gratification. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives. 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.
How individuals learn is a matter of interest to marketers. product attributes. Despite of the fact that learning is all pervasive in our lives.As learning is a human activity and is as natural. perception and consumption of Cadbury and Nestle Chocolates. potential consumers benefit. The scope of my study restricts itself to the analysis of consumer preferences. as breathing. 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. how to use. They want consumers to learn about their products. 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. They want to teach consumers in their roles as their roles as consumers.
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. every possible aspect of the topic was kept in mind. 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. • • People were hesitant to disclose the true facts. . The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same. Hence. despite of fact constraints were at play during the formulation of this project. the chances of unbiased information are less. The main limitations are as follows: • Due to limitation of time only few people were selected for the study.LIMITATIONS OF THE STUDY In attempt to make this project authentic and reliable.
Chocolate is more than just a food: it’s a state of mind. .Chocolate The very word makes your mouth water.
Some relish them when they are happy or have sweet dreams.Chocolates Chocolates! Chocolates! Every body has a liking for them. But I feel. any season! . We don’t need a reason. Anytime. Some eat them when they are sad. be they in the form of bar Or a tiny little gem. To have them during rain. For chocolate lovers it is fun. or in the form of a toffee. They are white and brown in color. to have chocolates. Or shaped like a rectangle. And taste sweet and bitter. breeze or sun. ‘Cause we can have it. a brick or an éclair. Or a sphere. Some have them in a glass of cold coffee.
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. soft. Francesco carletti. whether as cocoa or drinking chocolate beverage or confectionary treat. and had to obtain supplies of cocoa beans from “ tribute” or trade Don Cortes The Spanish invaded Mexico in the 16th century. Chocolate across Europe An Italian traveler. when Anne. First chocolate for eating . reddish. foamy. When he returned to Spain in1528 he loaded his galleons with cocoa beans and equipment for making the chocolate drink. who first enjoyed “chocolati” a much-prized spicy drink made from roasted cocoa beans. aromatic flowers. Soon “chocolate” became a fashionable drink enjoyed by the rich in Spain. daughter of Phillip 2 of Spain married king Louis 13 of France The French court enthusiastically adopted this new exotic drink. The dry climate meant the Aztecs were unable to grow cocoa trees. Throughout its history. and the Spanish armies conquered Mexico. 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. Don Cortes was made captain general and governor of Mexico.History of Chocolates The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central America. chocolate has been a much sought after food. vanilla and wild bee honey. Drinking chocolate The secret of chocolate was taken to France in 1615. bitter with chili water. which was considered to have medicinal benefits as well as being a nourishing food. and by 1606 chocolate was well established in Italy. by this time the Aztecs had created a powerful empire.
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. and by the early 17th century chocolate powder – from which the European version of the drink was made. thus offsetting the spicy bitterness of the brew the Aztec’s drank. 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. chocolate was treasure indeed ! .Up until this point all chocolate recipes were based on plain chocolate. History The earliest record of chocolate was over fifteen hundred years ago in the central America rain forests.was being exported to other parts of Europe. who. It was an English doctor. the cacao tree. they also ate cacao porridge. 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). The Maya brewed a spicy. The first chocolate factories opened in Spain. Chocolate in Europe Xocolatl! or chocolat or chocolate as it became known. was brought to Europe by Cortez. If only they had known. found in pods growing from the trunk and lower branches of the cacao tree. bittersweet drink by roasting and pounding the seeds of the cacao tree with maize and capsicum peppers and letting the mixture ferment.focused on cocoa and food values. The original Cadbury milk chocolate was prepared to his recipe. chocolate was so expensive at that time. Sir Hans’s Sloane. bringing a milk chocolate recipe back to England. Latin name “ the obroma cacao” meaning “ food of the gods” Cacao was corrupted into the more familiar “ cocoa” by the early European explorers. This drink was reserved for use in ceremonies as well as for drinking by the wealthy and religious elite. that it was worth it’s weight in silver ( if not gold).after traveling in south America.
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. 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.Within a few years. who for centuries held a virtual monopoly of chocolate making in the English speaking world – fry. The first chocolate house in England opened in London in 1657 followed rapidly by many others. they were prohibited from many normal business activities. Italy. Some of the most famous names in chocolate were Quakers. France. 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. began chocolate making and in fact Joseph fry of fry &sons . the cocoa beverage made from the powder produced in Spain had become popular throughout Europe. Cadbury and row tree are probably the best known. What is certain is that the fry. The Quakers The Quakers were. Destined to become the united states of America and Canada. Germany and – in about 1520 – it arrived in England. 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. Baking was a common occupation for them because bread was regarded as the biblical “staff of life”. they involved themselves in food related businesses and did very well. first began their historic association with chocolate. a pacifist religious sect. so as an industrious people with a strong belief in the work ethic (like the puritans). in the Spanish Netherlands. Because of their pacifist religion. row tree and Cadbury families in England among others. consuming over half of the words total production of chocolate alone. they are now the worlds largest consumers – by far – of both chocolate and coffee.
England) is credited with producing and selling the world’s first chocolate bar. probably one of the best-known chocolate makers in the world. Chocolate production – Procedure . Fry’s have now all but disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle. his aim was to make the drink smoother and more palatable. to form the largest chocolate manufacturer in the world. some would say ruin) cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate.(founded 1728 in Bristol. Cadbury have stayed with chocolate production and are now. Daniel peters. Then in 1828 a Dutch chemist. if not quite the largest. Johannes van houten. 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. 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. however he unknowingly paved the way for solid chocolate as we know it. 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.
under which practically all varieties can be categorized : Criollo and Forastero cocoas. mild aroma and are. Fermentation The fermentation process is decisive in the production of high quality raw cocoa. The main growing area is West Africa. The technique varies depending on the growing region. The seeds are of finer quality than those of the Forastero variety. At fermentation sites either in the plantation or at. the fruit is opened. all but a small percentage of the water has evaporated. the raw cocoa still contains far too much water. with its many hybrids and varieties. used only in the production of high-quality chocolate and for blending. The Harvest Immediately after harvesting. the fruit is treated to prevent it from rotting. . Drying After fermentation. The pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. as was the case among the Aztecs.the heart of the sweetest delicacy in the world -. in fact about 60%. They have a particularly fine. as a form of currency.is bitter! This is why. collecting points. Criollo cocoa accounts for only 10% of the world crop. therefore. However. 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. The remaining 90% is harvested from trees of the Forastero family. They regarded the precious bean as waste or used it. The cocoa tree can flourish only in the hottest regions of the world. Most of this has to be removed. up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit.The cocoa-bean -. The Varieties There are two quite different basic classifications of cocoa.
Roasting The subsequent roasting process is primarily designed to develop the aroma. The heat generated by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean) contained in the beans to melt. which extract the cocoa butter. during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C. the crushed beans are weighed and blended according to special recipes. Finally. The other part passes through various blending and refining processes. The two paths have rejoined. liquid mixture. jute fibres. The entire roasting process. Crushing and shelling The roasted beans are now broken into medium sized pieces in the crushing machine. This is dark brown in colour with a characteristic. Blending Before grinding. during which some of the cocoa butter is added to it. Grinding The crushed cocoa beans. the raw cocoa is thoroughly cleaned by passing through sieves. 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. is carried out automatically. sand and even the finest dust are extracted by powerful vacuum equipment. The secret of every chocolate factory lies in the special mixing ratios which it has developed for different types of cocoa. producing a thick. During cooling it gradually sets: this is the cocoa paste. and by brushing. the last vestiges of wood. A part of the cocoa paste is taken to large presses.At this point the production process divides into two paths. strong odour. . but which soon join again.Before the real processing begins.
Rolling Depending on the design of the rolling mills. attractive glaze.) Conching But still the chocolate paste is not smooth enough to satisfy . By blending them in accordance with specific recipes the three types of chocolate are obtained which form the basis of ever product assortment. It not only forms part of every recipe. where they are pulverized and kneaded. Under heavy pressure they pulverize the tiny particles of cocoa and sugar down to a size of approx. cocoa cakes are left which still contain a 10 to 20% proportion of fat depending on the intensity of compression.cocoa. sugar and flavoring . the cocoa paste. Cocoa paste. 30 microns. cocoa butter. three or five vertically mounted steel rollers rotate in opposite directions. namely – Kneading In the case of milk chocolate for example.maybe vanilla . strongly aromatic powder which is excellent for the preparation of delicious drinks . ground to powder and finely sifted in several stages and we obtain a dark. beautiful lustre and delicate. These cakes are crushed again. (One micron is a thousandth part of a millimeter. Cocoa Powder After the cocoa butter has left the press. but it also later gives the chocolate its fine structure. powdered or condensed milk.Cocoa Butter The cocoa butter has important functions. cocoa butter. sugar and milk are the four basic ingredients for making chocolate.go into the mixer.
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. it is even lower. is given a velvet smoothness by the addition of certain amounts of cocoa butter. Conches (from the Spanish word "concha". In rural areas. Per capita consumption is around 160 gms in the urban areas. Chocolates in India are consumed as indulgence and not as a snack food. The biggest opportunity is likely to stem from increasing the consumer base.our palates. It has attained the outstanding purity which gives it its reputation. 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. 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. . Leading players like Cadbury and Nestle have been attempting to do this by value for money offerings. which are affordable to the masses. 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. Consumption of Chocolates in India Chocolate consumption in India is extremely low. The chocolate no longer seems sandy. compared to 8-10kg in the developed countries. but dissolves meltingly on the tongue. while being constantly stirred.
of Switzerland.A. 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.Nestle India Nestlé India is a subsidiary of Nestlé S. With seven factories and a large number of co-packers. .
The 4 branch offices in the country help facilitate the sales and marketing of its products. an infant cereal specially formulated by Henri Nestlé to provide and improve infant nutrition. They are in Delhi. Nestlé and India set up factories in in Nanjangud This was (Karnataka). Nestlé’s story Nestlé was founded in 1867 on the shores of Lake Geneva in Vevey. set up at Choladi (Tamil Nadu). and is about twice the size of its nearest competitor in the food and beverage sector. The seventh factory was set up at Pantnagar. set up in 1961 at Moga (Punjab). Uttarakhand. Goa. Nestlé has grown to become the world’s largest and most diversified food Company. in 1989.at Ponda and Bicholim. in 2006. Haryana. in 1967. Switzerland and its first product was “Farine Lactée Nestlé”. derived from Henri Nestlé’s personal coat of arms. 1993. From its first historic merger with the Anglo-Swiss Condensed Milk Company in 1905. Chennai and Kolkata. Nestlé India’s first production facility. was followed soon after by its second plant. The Nestlé India head office is located in Gurgaon. Samalkha (Haryana). succeeded by the commissioning of two more factories . Mumbai. Nestlé’s trademark of birds in a nest. evokes the values upon which he founded his Company. in 1995 and 1997 respectively. . Consequently.Nestlé India has presence across India with 7 manufacturing facilities and 4 branch offices spread across the region.
it is not only the central element of Nestlé’s corporate identity but serves to define the Company’s products. maternity and affection. Nestle Slim Milk. Prepared Dishes & Cooking Aids. . throughout the world.000 products to millions of consumers universally. family and tradition.Namely. responsibilities. The Company’s transparent business practices. the values of security. Chocolates & Confectionery Milk Products & Nutrition.000 employees worldwide. Nestle Everyday Ghee. Nestle NESVITA Pro-Heart Milk. Above all. business practices. • • • • • Nestle Everyday Dairy Whitener. Good Life’ to people throughout their lives. Beverages. In 2004. nature and nourishment. Today. ethics and goals. Nestlé had around 247. Nestlé’s activities contribute to and nurture the sustainable economic development of people. operated 500 factories in approx. communities and nations. pioneering environment policy and respect for the fundamental values of different cultures have earned it an enviable place in the countries it operates in. Nestlé is dedicated to bringing the joy of ‘Good Food. 100 countries and offered over 8. Nestle Brands • • • • Milk Products & Nutrition. Nestle Milk.
Beverages. Maggi sauces. Maggi Vegetable Atta Noodles. Maggi Coconut milk powder. Nestle Jeera Raita. Nestle Milkmaid fruit yoghurt. Maggi Pizza Mazaa. Nestle Dahi. Nescafe Cappuccino. Nescafe Premium. Maggi Pichkoo. . Maggi Healthy soups.Minute Noodles. Maggi Cuppa Mania. Nestle NESVITA Dahi. • • • • • • Prepared Dishes & Cooking Aids • • • • • • • • • • Maggi 2. Nestle Neslac. Nescafe Iced Tea with Green Tea. Nescafe Iced tea. Nestle Milkmaid. Nestle Fresh ‘n’ Natural Slim Dahi. Maggi magic cubes. • Nescafe Classic. Nescafe Sunrise Premium.• • • • • • • • Nestle Fresh ‘n’ Natural Dahi. Nescafe 3 in 1. Maggi Sanjeevni cup soup.
Nestle Milky bar Eclairs. Nestle Milk Chocolate.Chocolates & Confectionery • • • • • • • • • • • Nestle Kitkat. POLO. It is so crispy. Nestle Bar One.' NESTLÉ MUNCH is the largest selling SKU in the category! Nestle Milky bar . light and irresistible that you just ‘can't stop Munching. Nestle Eclairs. Nestle Kit Kat has a unique finger format with breaking ritual attached to it. Nestle Milky bar Choo. Nestle Kitkat chunky. Nestle Munch NESTLÉ MUNCH is wafer layer covered with delicious choco layer. Nestle Kit Kat It is a crisp wafer fingers covered with chocolayer. Nestle Munch. 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 Milky bar. Nestle Munch Pop Choc.
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. NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. which kids love. NESTLÉ MILKYBAR is a favorite with parents to treat their kids with. Nestle Bar One Is a luscious nougat and caramel with delicious choco layer. NESTLÉ MILKYBAR is a delicious milky treat. cocoa butter . NESTLÉ BAR-ONE constantly reminds you that it is ‘Time for Action'. Relaunched in January 2006 with a Calcium Rich recipe.
Led by George Cadbury Junior. A recipe was formulated incorporating fresh milk. and Cadbury's Dairy Milk . 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. was ready to challenge the Swiss domination of the milk chocolate market. Three names were considered: Jersey. Induri (Pune) and Malanpur (Gwalior). it today has five company-owned manufacturing facilities at Thane. Highland Milk and Dairy Maid. By today's standards this chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for public tastes. but better than' the imported milk chocolate'.The corporate office . (Himachal Pradesh) and 4 sales offices (New Delhi. and production processes were developed to produce a milk chocolate 'not merely as good as.and sugar. Dairy Maid became Dairy Milk. There was a great deal of competition from continental manufacturers.but also the Swiss. not only the French . 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. Kolkota and Chennai). Bangalore and Baddi is in Mumbai. with its unique flavour and smooth creamy texture. the Bourneville experts set out to meet the challenge. a position it has held ever since. Mumbai. A considerable amount of time and money was spent on research and on new plant designed to produce the chocolate in larger quantities. 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. After 59 years of existence.
which has been dominated until now by Salted Bagged Snack Brands. Similarly in the medicated candy category Halls is the undisputed leader. Cadbury Worldwide Cadbury is the world's largest confectionery company and have a strong regional presence in beverages in the Americas and Australia. Some of the key brands are Cadbury Dairy Milk.In the Chocolate Confectionery business. namely gums. Today. 5 Star. snacking and gifting. Éclairs and Celebrations. Perk.The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution. Cadbury is poised in its leap towards quantum growth and new categories of business. and thus heralds the entry of Cadbury India into the growing bagged Snack Market. world's No. Bytes was first launched in South India in 2003. Bytes is positioned as "The new concept of sweet snacking". It is a part of the Cadbury Schweppes Group.Currently Cadbury India operates in three sectors viz. 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. Chocolate Confectionery.the leading Malted Food Drink (MFD) in the country. Cadbury has maintained its undisputed leadership over the years.1 Confectionery Company. Milk Food Drinks and in the Candy category. In the Milk Food drinks segment their main product is Bournvita . A good example of this is the development of Bytes. mints. The pure taste of CDM defines the chocolate taste for the Indian consumer. With origins . It delivers the taste of chocolate in the form of a light snack. Crispy wafers filled with coca cream in the form of a bagged snack.
000 people in over 200 countries .are enjoyed in almost every country around the world. Since then they have expanded their business throughout the world by a programme of organic and acquisition led growth. Bubblicious. Trident. 7 Up and Snapple. Halls. Their heritage starts back in 1783 when Jacob Schweppe perfected his process for manufacturing carbonated mineral water in Geneva. Dentyne. -It employ 60. Schweppes. Dr Pepper. Halls.World's No 3 beverage company. Dentyne.World's No 2 Gums company. Cadbury Brands: • • • • Chocolates Snacks Beverages Candy SNACKS: • Bytes .which include brands such as Cadbury. they have strengthened their portfolio through almost fifty acquisitions. Switzerland. Dr Pepper. Snapple.00people.stretching back over 200 years. Trident. We employ around 60. Trebor. These two great household names merged in 1969 to form Cadbury Schweppes plc. Bassett. Bubblicious and Bassett . And in 1824 John Cadbury opened in Birmingham selling cocoa and chocolate. today their products .Worlds No 1 Confectionery company. Canada Dry. Trebor. including brand icons such as Mott's. Concentrating on their core brands in beverages and confectionery since the 1980s.
BEVERAGES • Bournvita CANDY • Halls CHOCOLATES • • • • • • • Dairy Milk. Perk. Celebrations. Dairy Milk . Gems. Temptation. Eclairs. 5 Star.
Cadbury Dairy Milk has exciting products on offer . Crackle and Roast Almond.The story of Cadbury Dairy Milk started way back in 1905 at Bournville. 5 Star . and Cadbury Dairy Milk 2 in 1.The variants Fruit & Nut. a delightful combination of milk chocolate and white chocolate. U. but the journey with chocolate lovers in India began in 1948. Today.Cadbury Dairy Milk Wowie. combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.K.. Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. chocolate with Disney characters embossed in it.
Perk became even more irresistible.Perk XL and XXL. Cadbury 5 Star moves from strength to strength every year by increasing its user base. With the rise of more value-for-money brands in the wafer chocolate segment. Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside. the brand and the consumer stuck to as a valuable association. to give consumers another reason to come into the Cadbury 5 Star fold. And through the passage of time. More recently. Cadbury 5 Star Crunchy was launched. Perk Cadbury launched Perk in 1996.The second largest after Cadbury Dairy Milk with a market share of 14%. In 2004. Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. this was one property that both. with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer'. Celebrations . With its light chocolate and wafer construct. Cadbury Perk unveiled two new offerings . The same delicious Cadbury 5 Star was now available with a dash of rice crispies. Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience. One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour.
Almond 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 flavors and the premium dark chocolate range which is exotic dark chocolate in luscious flavors. Perk. Gems. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star.fruits during festive seasons. raisin magic.Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry. nut butterscotch and caramels. Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants. Temptation . cashew magic.
Honey Apricot.Roast Almond Coffee. Mint Crunch. .Cadbury Temptations is a range of delicious premium chocolate in five flavors variants . Black Forest and Old Jamaica.
Sample Size and Design A sample of 100 people was taken on the basis of convenience. I went to the residents of Kolkata and Delhi and collected the data. Research Period Research work is only carried for 2 or 3 weeks.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. Research Instrument . The actual consumers were contacted on the basis of random sampling. After the detailed study. In collecting requisite data and information regarding the topic selected. consumer’s preference and customer’s satisfaction regarding Cadbury and Nestle chocolates. 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. Survey design The study is a cross sectional study because the data were collected at a single point of time. This project is based on information collected from primary sources.
• internet.This work is carried out through self-administered questionnaires. The technique that I have used is bar technique. Secondary Source: The secondary data was collected from references from library. Data Analysis The data is analyzed on the basis of suitable tables by using mathematical techniques. which is collected for the purpose of study. . The data has been collected directly from respondent with the help of structured questionnaires. dichotomous and offered multiple choices. 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 questions included were open ended. Data Collection The data.
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.
33. 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 .Chart 2 According to the above analysis it is concluded that I have surveyed 100 respondents out of which 14. 42. 20-30. 10-20. 11 belongs to age group 0-10. above30 respectively.
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.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. 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. .
Purchase of Nestle Chocolates Table-6 Sub Brands Kit Kat Munch Milky Bar Bar One Milk Chocolates Nestle Chocolates No. While surveying we have found that many people are not aware of Milk Chocolate. 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 .
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 2.36 1 3 2 4 5 .18 2.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 1.9 2.24 Ranks 1 2 3 4 5 According to the above analysis it is concluded that in Cadbury Brand. of respondents) 3.4 1.86 1. While Temptation is the least preferred sub-brand of Cadbury chocolates. of respondents) 4.95 2. Dairy milk is the most preferred sub-brand as it is ranked first by the respondents.
packaging and brand. While Milk Chocolate is the least preferred sub-brand of Cadbury chocolates.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.2 4. Munch is the most preferred sub-brand as it is ranked first by the respondents. 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. .6 3. Here color and shape are not all influencing people while purchasing Cadbury chocolates.71 3.07 2.79 3.2 3.According to the above analysis it is concluded that in Nestle Brand.59 3.92 3.16 3.
77 3. brand and image.53 3.68 3.32 2.5 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.82 3.62 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 4.55 3.86 3.86 3.38 3.04 3.6 3. It is surprising to know that although people are satisfied with quality but unsatisfied with the quantity and image.73 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. Here packaging and shape are not all influencing people while purchasing Nestle chocolates.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 4.73 3.5 3.18 3. Satisfaction Factor – Nestle Chocolate .
09 3.86 3 3.09 3.2 3.5 3.68 3.32 3. It is surprising to know that although people are satisfied with quality but unsatisfied with the form and packaging.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 4.32 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.45 3. Form Preference Form of Chocolates Hard Nutties Crunchy Chew No. of Respondents 35 25 29 20 .
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. of Respondents 28 48 19 . Pack of Chocolates preferred Pack Size Small Big Family Pack No.
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. Only 15 out of 95 purchase chocolates quarterly. 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.
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. Reaction of consumer if new brand is introduced Shift to New Brand of the preferred No. of Respondents . So it must be worthwhile to know this as it may effect the sale of chocolates.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.
• Packaging. • Pricing Research: This includes ability to consume. Findings • Consumer Research: Consumer research deals with consumer and their problems and solution to the problems. how much a person can spend on his/her favorite chocolate. The most important reasons given by the consumers were: • Taste/Flavor. shape. In this I came to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction.All the consumers why they continue to buy the old brand gave various important reasons. In this I have tried to find out consumer’s price expectations and reactions. • Image. and quantity etc of their favorite chocolate. • Advertising Research: Under this I have concluded that whether the advertisement evaluating appeals the consumers the proper or not. packing. color. to pay for the product. • Brand. This also includes and selecting media-mix and measuring advertising effectiveness. • Product Research: Under product research I came to know about the modification which consumers wants as to the quality. • Quality. Conclusion .
quality and image and due to its hard form. quality and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its taste and crunchiness. Some people often like to have a chocolate with good flavor. . It is observed that overall people like to eat Cadbury brand rather than Nestle. It is concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor/taste. It is thus concluded from the facts collected that mostly people refer to buy big pack of their favorite chocolate. and sometimes some of them go for small and family pack.A survey of the people has been conducted to know the liking pattern of the two products Cadbury and 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. as mostly people get attracted through television only. • 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.Suggestions & Recommendations • Company should concentrate more on television for advertisement. • For promotional offers.
html www.com www.com www.google.co.wikipedia.packaging-technology.org Annexure .nestle.co.Bibliography • • • www./cadbury4.cadbury.com www.uk/history_chocolate.com.aphroditechocolates.htm • • • • • www.htm www.cadburyindia..uk www.co.chocolatereview..nz/carnival/index.
Which brand chocolate do you prefer? Cadbury Nestle 3.Project Report on Consumer Behavior towards Nestle & Cadbury Chocolates 1. Do you eat chocolate? Yes No 2. 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. Rank the sub-brands of chocolates according to your preference? (1 for most preferred) .
Cadbury Dairy Milk Kit Kat Nestle 5 Star Munch Perk Milky Bar Celebration Bar One Temptation Milk Chocolate 5. 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 Color Shape Quantity Very Important Important Normal Least Important None 6. How much are you satisfied with the following factors in your preferred Chocolate? (Tick in the desired column).
Which form of a chocolate do you like? Hard Nutties Crunchy Chew 8.Factors Flavor/Taste Price Quality Packaging Form Brand Image Color Shape Quantity Very Satisfied Satisfied Normal Least Satisfied Can’t Say 7. What pack do you purchase? Small Big Family Pack 9. Which of these factors affect your purchase? . Which promotional offers attract you most? Free Gifts Price Offer Any Other 10.
Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors Ingredients 11. Which media of advertisement influence your purchase? Television Newspapers Brochures Hoarding Display 12. What according to you is the reasonable price of chocolate? . How frequently do you purchase chocolates? Once in a fortnight Weekly Daily Monthly Quarterly 13.
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 Above 30 14. If you don’t like to change to the new brand. 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. then what are the reasons for continuing to purchase the old brand? . I shall not Can’t say 16. not at all I may consider No.
30 Above 30 Gender: Phone Number: Marital status: Education: Profession: THANKS .PERSONAL DETAILS Name: Address: Age: Between 0-10 10-20 20.