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PAYAL OF NEW DELHI INSTITUTE FOR INFORMATION TECHNOLOGY
105, MOR POCKET, KALKAJI, OPP. NEHRU NEW DELHI-110019 PLACE, ,
SUBMITTED TO; GUIDE & CREATIVITY HEAD Prof. ASHA GOEL YEAR: 2009-10
This is to certify that the undersigned have assessed and evaluated the research project “A STUDY ON CONSUMER PREFERENCE
TOWARDS CADBURY AND NESTLE CHOCOLATES IN DWARKA OF WEST DELHI “submitted by TANU PAYAL. The project has been accepted for the partial fulfillment of the management Studies. Internal Examiner Signature Name Date External Examiner Signature Name Date
DECLARATION BY THE STUDENTS
I hereby declare that this Project Report titled “A STUDY ON CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES IN ANDHERI -A SOUTHWESTERN SUBURB OF NEW DELHI” submitted by me is based on actual work carried out by me under the guidance and supervision of Prof. ASHA GOEL(LECTURER &CREATIVITY HEAD). Any reference to work done by any other person or institution or any material obtained from other sources have been duly cited and referenced. It is further to state that this work is not submitted anywhere else for any examination. Name of the study center Name of the student
TANU PAYAL MBA ‘B’ 2nd SEM
NEW DELHI INSTITUTE FOR INFORMATION TECHNOLOGY 105, MOR POCKET, KALKAJI, OPP.NEHRU PLACE NEW DELHI-110019 DATE: 20TH Sept 2010
PUNJAB TECHNICAL UNIVERSITY
This is to certify that Miss.TANU PAYAL of NDIIT semester II completed the specified team work in the subject of Research Methods in Business in satisfactorily manner within this institute as laid down by the Punjab Technical University during the academic year 2009-2010.
Staff Member Incharge Miss.Asha Goel
Head of Department Ms. Preeti Rajan
Director Mr.Rajiv Lochan
Lalit kumar and Ms. An ambitious work of this kind. I am very much graceful to my respected Faculty Miss. who has enriched my knowledge and gave me a moral support to do this report. I am also highly thankful to her for showing the right path and encouraging me for the preparation of this report. However. Last but not the least. I am very much thankful to those people who give me their valuable time and related information about Nestle and Cadbury Chocolate..Preeti Rajan (Lecturer of NDIIT). Ritu Atheya and Mr. providing analytical review to the subject would have remained a concept rather than the finished product without cooperation of those who respondent to our request to contribute. I am very much thankful to my faculty Miss.ACKNOWLEDGEMENT Every piece of hard work requires the combined efforts and talents of many people. the project work presented in this report is carried out under their supervision and guidance . Asha Goel of NEW DELHI INSTITUTE FOR INFORMATION TECHNOLOGY. I myself is responsible for any shortcomings remained in this report. I am thankful to our entire staff members and my friends 5 .
Our NDIIT. The main objective of this project study is to help the Students to develop ability of research of the products and practical technique to solve real life problem related to the products.Preface An Industrial. as well as I have also analyzed the brand awareness among the people. In this grand project report I have tried to analyze the needs of the customers and suggest them the most suitable product solutions. course is of administrative and managerial activity of industrial. Business or service organization by taking up a project study is most important part of our course. Business or service organization. 6 .
1. CONTENTS OVERVIEW OF ORGANIZATION RESEARCH METHODOLOGY FINDINGS SUGGESTIONS CONCLUSION REFERENCE APPENDIX PAGE NO. 4. 7.INDEX SR. 5. 2. 3. 8-10 11-21 22-37 40 40 41 42-43 7 . NO. 6.
During this research I have interacted with people of “Mumbai”. satisfaction. satisfaction. for whom to purchase. why to purchase. enjoyment. In order to become a successful marketer. quality. individual preferences enable choice of objectives/goals. Utility they provide. and how much to purchase. we play a very vital role in the health of the economy local. In this report I have tried to explain the entire research and facts product wise. it can be seen as a source of motivation. particularly economics. from where to purchase. national or international. big or family pack. He must also know the Time and the quantity of goods and services. packaging. which are consumed by people of all ages. “consumer is the supreme in the market”. In cognitive sciences. In this sense. based on happiness. whether they buy small. a consumer may purchase. so that he may store the goods or provide the services according to the likings of the consumers. I also came to know which particular brand of chocolate is most preferred by people of different age groups. After this research I came to know how people perceives these products on the variables like price. Now the whole concept of consumer’s sovereignty prevails. Thus marketer must understand this. for the banking. he must know the liking or disliking of the customers. So consumer is a very important person to a marketer. More generally. for the production. but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. CONSUMER PREFERENCE All marketing starts with the consumer. The manufacturers produce and the sellers sell whatever the consumer likes. Trend of ongoing changes in their likings has been shown in the report. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives. advertisement. used in the social sciences.INTRODUCTION In this research I have surveyed the product performance and buying behavior of two famous brands of chocolates – Nestle and Cadbury. brand loyalty etc. taste. In this research I have surveyed that how frequently and how much chocolate they consume. 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. The study of the consumer preference not only focuses on how and why consumers make buying decision. they effect the employment of workers and deployment of resources and success of some industries and failures of others. The decision we make concerning our consumption behavior affect the demand for the basic raw materials. Consumer decides what to purchase. As consumers. Preference (Or "taste") is a concept. for the transportation. So for success of any company or 8 . gratification.
administered questionnaires. how to use. The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same. every possible aspect of the topic was kept in mind. The main limitations are as follows: Due to limitation of time only few people were selected for the study. perception and consumption of Cadbury and Nestle Chocolates. 9 . Nevertheless. The scope of our study is also restricts itself to DELHI region only. They want to teach consumers in their roles as their roles as consumers. To study the factors affecting the consumption pattern. 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. potential consumers benefit.product promotion it is very necessary to depart its concentration towards consumer preference. How individuals learn is a matter of interest to marketers. The scope of our study restricts itself to the analysis of consumer preferences. as breathing. So the sample of consumers was not enough to generalize the findings of the study. Despite of the fact that learning is all pervasive in our lives. but the marketer ’s objectives. product attributes. despite of fact constraints were at play during the formulation of this project. The main source of data for the study was primary data with the help of self. Hence. To increase customer satisfaction and recapture the market share by fulfilling the customer needs. SCOPE OF THE STUDY As learning is a human activity and is as natural. They want consumers to learn about their products. OBJECTIVES OF THE STUDY This project is based on the comparative study consumer behavior towards Nestle and Cadbury chocolates. 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. People were hesitant to disclose the true facts. the chances of unbiased information are less. LIMITATIONS OF THE STUDY In attempt to make this project authentic and reliable.
Chocolate “The very word makes your mouth water. any season! Overview 10 . Or a sphere. to have chocolates We don’t need a reason. Or shaped like a rectangle. be they in the form of bar Or a tiny little gem. They are white and brown in color. Some eat them when they are sad Some relish them when they are happy or have sweet dreams. breeze or sun. But I feel. For chocolate lovers it is fun. To have them during rain. Chocolate is more than just a food: it’s a state of mind. ‘Cause we can have it Anytime. or in the form of a toffee. And taste sweet and bitter Some have them in a glass of cold coffee.” Chocolate Chocolates! Chocolates! Everybody has a liking for them. a brick or an éclair.
the Samalkha factory (Haryana). Nestlé commissioned two factories in Goa at Ponda and Bicholim respectively. Nestle India. integrity and fairness in all aspects of its business and expects the same in its relationships. of Switzerland.A. in 1993 and in 1995 and 1997.Of Organizations NESTLE Nestle India Nestle’ India is a subsidiary of Nestle’ S. Nestlé’s regular and substantial investments established that it was here to stay. 11 . became operational in 1989. Nestlé set up its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea. Nestlé India is now putting up the 7th factory at Pant Nagar in Uttaranchal. The company insists on honesty. The Nanjangud factory (Karnataka). In 1967.Presence across India Beginning with its first investment in Moga in 1961.
Switzerland and its first product was “Farine Lactée Nestlé”. and is about twice the size of its nearest competitor in the food and beverage sector. 100 countries and offered over 8. pioneering environment policy and respect for the fundamental values of different cultures have earned it an enviable place in the countries it operates in. an infant cereal specially formulated by Henri Nestlé to provide and improve infant nutrition. nature and nourishment. Nestlé’s trademark of birds in a nest. family and tradition. operated 500 factories in approx. the values of security. Nestlé had around 247.Nestle’ Story Nestlé was founded in 1867 on the shores of Lake Geneva in Vevey. Above all. communities and nations. evokes the values upon which he founded his Company. Namely.000 employees worldwide. Good Life’ to people throughout their lives. Nestle’ Brands Milk Products & Nutrition Beverages Prepared Dishes and Cooking Aids Chocolates & Confectionary 12 .000 products to millions of consumers universally. Nestlé has grown to become the world’s largest and most diversified food Company. In 2004. Nestlé is dedicated to bringing the joy of ‘Good Food. The Company’s transparent business practices. Nestlé’s activities contribute to and nurture the sustainable economic development of people. derived from Henri Nestlé’s personal coat of arms. From its first historic merger with the Anglo-Swiss Condensed Milk Company in 1905. throughout the world. maternity and affection.
PREPARED DISHES AND COOKING AIDS MAGGI 2-MINUTE NOODELS MAGGI VEGETABLE ATTA NOODELS MAGGI DAL ATTA NOODELS MAGGI RICE NOODELS MAIN MAGGI SAUCES MAGGI PIZZA MAZZA MAGGI HEALTHY SOUPS MAGGI -HEALTHY SOUPS SANJEEVNI MAGGI MAGIC CUBES CHOCOLATES & CONFECTIONARY NESTLÉ KIT KAT NESTLÉ KIT KAT LITE NESTLÉ MUNCH NESTLÉ MUNCH POP CHOC NESTLÉ MILKY BAR 13 .
NESTLÉ BAR.' NESTLÉ MUNCH is the largest selling SKU in the category! NESTLE MILKY BAR: 14 . light and irresistible that you just ‘can't stop Munching. NESTLÉ KIT KAT has a unique finger format with a ‘breaking' ritual attached to it. NESTLÉ MUNCH is so crisp. NESTLE MUNCH NESTLÉ MUNCH is wafer layer covered with delicious choco layer.ONE NESTLÉ FUNBAR NESTLÉ MILK CHOCOLATE POLO POWER MINT NESTLÉ ECLAIRS NESTLEKITKAT Are crisp wafer fingers covered with choco layer. NESTLÉ KIT KAT is one of the most successful brands in the world and every year over 12 billion NESTLÉ KIT KAT fingers are consumed around the globe.
NESTLE BAR-ONE Is a luscious nougat and caramel with delicious choco layer. NESTLE Milk Chocolate: NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. NESTLÉ MILKYBAR is a favorite with parents to treat their kids with. Relaunched in January 2006 with a Calcium Rich recipe. which kids love.NESTLÉ MILKYBAR is a delicious milky treat. NESTLÉ BAR-ONE constantly reminds you that it is ‘Time for Action'. Kids just love it! 15 .
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. a position it has held ever since. but better than' the imported milk chocolate'.CADBURY Process of Manufacturing Cadbury Chocolate: 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. but also the Swiss. Dairy Maid became Dairy Milk. Three names were considered: Jersey. 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 considerable amount of time and money was spent on research and on new plant designed to produce the chocolate in larger quantities. was ready to challenge the Swiss domination of the milk chocolate market. not only the French. renowned for their milk chocolate. with its unique flavor and smooth creamy texture. and Cadbury's Dairy Milk. A recipe was formulated incorporating fresh milk. cocoa butter and sugar. COMPANY OVERVIEW OF CADBURY INDIA 16 . Led by George Cadbury Junior. and production processes were developed to produce a milk chocolate 'not merely as good as. There was a great deal of competition from continental manufacturers. By today's standards this chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for public tastes. the Bourneville experts set out to meet the challenge. Highland Milk and Dairy Maid.
it today has five company-owned manufacturing facilities at Thane.the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. After 59 years of existence. Currently Cadbury India operates in three sectors viz. Mumbai. Some of the key brands are Cadbury Dairy Milk. Kolkota and Chennai). Perk. Crispy wafers filled with coca cream in the form of a bagged snack. Chocolate Confectionery. Milk Food Drinks and in the Candy category. In the Chocolate Confectionery business. A good example of this is the development of Bytes. Byte was first launched in South India in 2003. The corporate office is in Mumbai.the leading Malted Food Drink (MFD) in the country. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution. and thus heralds the entry of Cadbury India into the growing bagged Snack Market. Éclairs and Celebrations. Bytes is positioned as "The new concept of sweet snacking". 5 Star. Cadbury enjoys a value market share of over 70% . Cadbury has maintained its undisputed leadership over the years. It delivers the taste of chocolate in the form of a light snack. which has been dominated until now by Salted Bagged Snack Brands.Cadbury began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. Induri (Pune) and Malanpur (Gwalior). In the Milk Food drinks segment their main product is Bournvita . Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi. 17 . Similarly in the medicated candy category Halls is the undisputed leader.
Concentrating on their core brands in beverages and confectionery since the 1980s. Bubblicious.are enjoyed in almost every .000 people. Cadbury is poised in its leap towards quantum growth and new categories of business. We employ around 60. And in 1824 John Cadbury opened in Birmingham selling cocoa and chocolate. CADBURY WORLD WIDE Cadbury is the world's largest confectionery company and strong regional presence in beverages in the Americas and With origins stretching back over 200 years. they have strengthened their portfolio through almost fifty acquisitions. It is a part of the Cadbury Schweppes Group. today their which include brands such as Cadbury.1 Confectionery Company. Schweppes. Halls. Dr Pepper. world's No. Canada Dry. mints. Snapple. snacking and gifting. Trident. Bubblicious and Bassett . Since then they have expanded their business throughout the world by a programme of organic and acquisition led growth. These two great household names merged in 1969 to form Cadbury Schweppes plc. Switzerland.For over two decades. a Dr Pepper. Trebor. Dentyne. namely gums. Trebor. 7 up and Snapple. Today. including brand icons such as Mott's. Halls. hybrids that improve the cocoa yield. it has worked with the Kerala Agriculture University to undertake cocoa research and released clones. 18 have Australia. Their heritage starts back in 1783 when Jacob Schweppes perfected his process for manufacturing carbonated mineral water in Geneva. Dentyne. products Trident. Bassett. country around the world.
- It employs 60.000 people in over 200 countries Worlds No 1 Confectionery company World's No 2 Gums company World's No 3 beverage company Cadbury Brands: Chocolates Snacks Beverages Candy SNACKS Bytes BEVERAGES Bournvita CANDY Halls CHOCOLATES Dairy Milk 5 Star Perk Celebrations Temptation Éclairs Gems 19 .
U. a delightful combination of milk chocolate and white chocolate. Crackle and Roast Almond. 5 STAR The second largest after Cadbury Dairy Milk with a market share of 14%. Today. but the journey with chocolate lovers in India began in 1948. The same delicious Cadbury 5 Star was now available with a dash of rice crispies. The variants Fruit & Nut. to give consumers another reason to come into the Cadbury 5 Star fold. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. PERK 20 . Cadbury 5 Star moves from strength to strength every year by increasing its user base..K. combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. and Cadbury Dairy Milk 2 in 1. More recently. Cadbury 5 Star Crunchy was launched. chocolate with Disney characters embossed in it. Cadbury Dairy Milk has exciting products on offer .Cadbury Dairy Milk Wowie. Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside.DAIRY MILK The story of Cadbury Dairy Milk started way back in 1905 at Bourneville. Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
TEMPTATION 21 . Cadbury Perk unveiled two new offerings .Cadbury launched Perk in 1996. Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. In 2004. with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer'.Perk XL and XXL. With the rise of more value-for-money brands in the wafer chocolate segment. The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours. With its light chocolate and wafer construct. Perk became even more irresistible CELEBRATIONS Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dryfruits during festive seasons.
Cadbury Temptations is a range targeted at this segment of discerning chocolate lovers.Roast lmond Coffee. Honey Apricot. 37 RESEARCH METHODOLOGY SR.those exposed to international chocolates and those who love a variety of chocolates but possibly find the price of international chocolates too high. The Cadbury Temptations range is available in 5 delicious flavour variants . Black Forest and Old Jamaica. 1 2 PARTICULARS RELEVANCE OF STUDY RESEARCH PROBLEM 22 . Mint Crunch. NO. With its international quality chocolate Temptations soon became a popular brand for "chocoholics".Research revealed a niche segment of “chocoholics” .
In collecting requisite data and information regarding the topic elected.3 4 5 6 RESEARCH OBJECTIVE RESEARCH DESIGN SCOPE OF THE STUDY DATA COLLECTION SAMPLING DESIGN INSTRUMENT MODE OF DATA COLLECTION LIMITATION OF STUDY DATA ANALYSIS 7 8 RESEARCH METHODOLOGY This chapter describes the methodology of the study. After the detailed study. This project is based on information collected from primary sources. an attempt has been made to present comprehensive analysis of consumption of Cadbury and nestle chocolates consumed by the people. 23 . we went to the residents of peoples and collected the data. consumer’s preference and customer’s satisfaction regarding Cadbury and Nestle chocolates. The data had been used to cover various aspects like consumption.
To study the factors affecting the consumption pattern. a) Descriptive vs. Research Objective This project is based on the comparative study consumer behavior towards Nestle and Cadbury chocolates. The relevance of the study is to survey the product performance and buying behavior of two famous brands of chocolates – Nestle and Cadbury. Analytical b) Applied vs.. There are many methods for conducting the research some of them are as under.1. During this research we have interacted with people of Mumbai City. In this research problem we would like to understand and analyze about the chocolates products available at Mumbai and collect the feedback from group of people and we wanted to know the developments made in direction of chocolates industry. Relevance of the Study This research is been conducted to survey the product performance and buying behavior of consumer in selection of chocolates. This research is to know which particular brand of chocolate is most preferred by people of different age groups. Research Problem Every research has their own problem and limitation but good researcher have to overcome that problem by their skill. To increase customer satisfaction and recapture the market share by fulfilling the customer needs. 3. 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. 4. Research Design For any researcher the research methodology is the most important criteria to decide before the actual research process starts. Fundamental c) Quantitative vs. Empirical e) Field setting or laboratory testing research The design of a research 24 . Qualitative d) Conceptual vs. 2.
A good design insures that the information obtained is relevant to the research question and that it was collected by objectives. It is an application of methods and procedures for acquiring the information needs for getting a desire out come. The scope of my study restricts itself to the analysis of consumer preferences. They want consumers to learn about their products. The scope of my study is also restricts itself to Mumbai region only. The main characteristic of this method is that the researcher has no control over the variables. Descriptive Research: Descriptive research includes surveys and fact – finding enquires of different kinds. he can only report what has happened or what is happening. maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumer’s needs. research design is simply the frame work or plan for a study. 5.is a plan or a model that helps researcher to conduct a formal investigation and survey. Scope of the Study: As learning is a human activity and is as natural. In social science and business research we often use the term Ex post facto research for descriptive research studies. potential consumers benefit. The major purpose of descriptive research is description of the state of affairs as it exits at present.e. They want to teach consumers in their roles as their roles as consumers. It is a blue print that of a house devised by an architect. There are many other brands of chocolates available but our study is limited to two major players of chocolates leaving behind the others. perception and consumption of Cadbury and Nestle Chocolates. A) Primary Data 25 . how to use. Despite of the fact that learning is all pervasive in our lives. Since. How individuals learn is a matter of interest to marketers. as breathing. but the marketer’s objectives. psychologists do not agree on how learning takes place. product attributes. There are 2 sources of data i. Our approach to research is descriptive and quite specific. It decides the sources of data and methods for gathering data.
The normal procedure is to interview some people individually or in a group to data is the main source of information provided by the respondents. the sample size is 100. As we know that it is not feasible to go with population survey because of the numerous Doctors and their scattered location. B) Secondary Data When the data is collected and compiled in the in a published nature it is called Secondary data. are called primary data. which are collected for the first time. many brochures and magazines have been referred too. So far as this research is concerned. directly from the respondents to the base of knowledge & belief of the research. get a sense of how people feel about the topic. So far as this research is concerned internet. 26 .The data. So for this purpose sample size has to be determined well in advanced and selection of the sample also has to be scientific so that it represents the whole universe. So far as this research is concerned. b) INSTRUMENT Taking into consideration research instrument selected by us is questionnaire because it gives more flexibility in terms of data and it has been asked to the responder personally and has an idea of getting an important unknown data that can be collected through their behavior. primary DATA COLLECTION a) SAMPLING DESIGN It is true that it is very difficult to do research with whole universe. c) MODE OF DATA COLLECTION Data collection mode is personal visit and filling up of the questionnaire.
The main source of data for the study was primary data with the help of self administered questionnaires. Hence. So the sample of consumers was not enough to generalize the findings of the study. despite of fact constraints were at play during the formulation of this project.LIMITATION OF STUDY In attempt to make this project authentic and reliable. every possible aspect of the topic was kept in mind. the chances of unbiased information are less. Nevertheless. The main limitations are as follows: Due to limitation of time only few people were selected for the study. The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same. 27 . People were hesitant to disclose the true facts.
According to the survey 83% of people says yes they eat chocolate and 17% say no they are not eating chocolate. Do you eat chocolate? Yes No 83% 17% Analysis & interpretation: Chocolate is a product which is like by the all age group of people. May be the reason behind that is they are not eating chocolate on daily or weakly basis or may be they are eating any other brand of chocolate. 28 .DATA ANALYSIS Que1.
Que2. According to survey 64% of the market is captured by the Cadbury and only 36% of the market is covered by the Nestle. And also should maintain quality of the product compare to the competitors. 29 . To capture the market the company should do more advertising and sales distribution. Which brand of chocolate do you prefer? Cadbury Nestle 64% 36% Analysis & interpretation: There are many brands available in the market. But the market leaders in India are basically two brands like Cadbury & Nestle.
munch 56 . perk 14%. 5 star 17%. Barone. 30 . celebration 2% and Temptation 5%. Milkybar.and milk chocolate 3%.bare one 5% .Que3. Munch.milky bar 3% . Which sub-brand you have purchased? Analysis & Interpretation: In this survey nestle is having five sub-brands like kitkat. milk chocolates and their consumption are like kitkat 33% . perk. 5 star. celebration and Temptation and their consumption are like dairy milk 62%. According to the survey the highest selling product is Cadbury. And if we talk about Cadbury the sub-brand of the Cadbury is dairymilk.
Que4. Rank the sub-brands of chocolates according to your preference? (1 for most preferred) CADBURY Analysis & Interpretation In this survey I found that the most selling product is Munch the sub-brand of Nestle the Munch has capture the 50% of the market as compared to the Cadbury product the highest selling product of Cadbury is Dairy milk which captured the market stake of 47% which is as compared to Much 20%less which is a good sigh for Nestle and the less consumption of the Nestle product is Milk bar & Milk Chocolate the market share is only 31 .
3% and in Cadbury less selling product are Celebration and Temptation the reason behind this is they are too Costly to consume. 96% says if normal price would be there a taste is good than price dose not matter. 78% says that they are 32 . 78% of the consumer says that if they are getting best quality product at nominal price than the packaging is least important. And it can only use occasionally. Que5. Important Normal Least Imp. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column) Very Imp. Taste/ Flavor 88 9 2 1 Price 1 3 96 0 Packaging 12 6 4 78 Quantity 81 12 6 1 Analysis & Interpretation: Whenever we are consuming any food product our main focus in on the quality and price in India there is more concentrating on the quality of product rather than other parameters of the product in this survey I found that the basic concentration of the consumer is on taste 88% says that they purchase if they like the taste of the product.
mainly seeing the quality of the product if the product is qualitative than they are ready to pay any price for that product. 29% of the consumer like crunchy chocolates. 18% of the consumer like nutties chocolates & only 6% of the consumer like Chew chocolates. Que6. 33 . Which form of a chocolate do you like? Hard Crunchy Nutties Chew 47% 29% 18% 6% Analysis & Interpretation: Every person have there own taste and preferences towards the eatable product in chocolates there are four varieties available in the market among this 47% of the consumer like hard chocolates.
So we can easily see that the consumption of small pack is having boom in the market compare to other packaging. According to the survey 73% are using small pack. 34 .Que7. What pack do you purchase? Small Big Family Pack 73% 17% 10% Analysis & Interpretation: The chocolates are available in the market in different packaging like small. from the survey we can say that the consumption of the chocolates are more eaten by the teenage group so they more prefer the small packaging because of there availability in market is good and most important thing is its very much affordable. big. 17% are using big pack of the chocolates. 10% are consuming family pack because of there high price. & family pack.
or any other scheme. 35 . price offer. In this 12% are giving the free gift offer (scratch the card scheme). 84% are directly giving the price offer. Which promotional offers attract you most? Free Gifts Price Offer Any Other 12% 84% 4% Analysis & Interpretation: To sell out the product there are many promotions activity conducted by the company to face the competition the offer give by the company are like free gift.Que8. and 4% giving the any other kind of scheme.
So company is doing promotional activities to acquire the desired target of the product. 1% of the suggestions. Basically there are six main type of the promotional activities like 69% of the advertisement.Which of these factors affects your purchase? Advertisement Attractive Display Brand Ambassador Doctor Advise Ingredients 62% 5% 26% 0% 7% Analysis & Interpretation: There are many factors affecting at the time of purchase. 0%of the doctors advice. 21% of the companies are using Brand Ambassadors in there advertisement.Que9. 36 . So all this factors are affecting the purchase. 7% of the ingredients. 2% of the attractive display.
3% of the advertisement given on local as well as national newspapers. So companies are using advertisement media like 67% of the television adds. 37 .Que10. & 23% are using display ads. Which media of advertisement influence your purchase? Television Hoarding Newspaper Display 66% 6% 4% 24% Analysis & Interpretation: In today’s competitive market advertisement is the main tool for selling the product because every single person is watching or reading the advertisement. So it becomes easy to make people aware about the product. 7% of the Hoardings.
38 . If your preferred brand is not available for repeat purchases then what will you do? Analysis & Interpretation: Every person is having there own taste & preferences. & 49 % will search the product at any other place they don’t compromise for the same.Que11. Some consumer are compromising with there taste and preferences and some are not according to the survey 11% of the consumer are postponing the purchase of the product. 40 % of the consumer are switch over to any other product.
Findings Findings CONSUMER RESEARCH: Consumer research deals with consumer and their problems and solution to the problems. 39 . In this we came to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction.
From the one and half month experience of our research project with Consumer preference towards Nestle and Cadbury Chocolates. This also includes evaluating and selecting the proper media-mix and measuring advertising effectiveness. Through the research we found that consumer is very conscious about the quality of the product in that matter they are not ready to compromise. to pay for the product. we have found that the preference of the chocolates more preferred by the consumer is Cadbury. shape. Here are some of the key findings given by us are purely based on our research. The most selling product of both the companies is in small size of chocolates and there market share is 73% because it’s not much costlier and is also easily available & 40 . color. PRICING RESEARCH: This includes ability to consume. how much a person can spend on his/her favorite chocolate. They are given as under: By doing the comparison of Nestle and Cadbury chocolates. packing. We found many things which are well executed by distributors. We have come to know lot things and it has enhanced our knowledge to great extent.PRODUCT RESEARCH: Under product research I came to know about the modification which consumers wants as to the quality. It doesn’t have any kind of bias from our side. In this I have tried to find out consumer’s price expectations and reactions. And we found both company product are very qualitative. of their favorite chocolate. ADVERTISING RESEARCH: Under this I have concluded that whether the advertisement appeals the consumers or not. So from these survey we have found that the consumption of the chocolates are more in children and teenage group though having any occasion or not having any occasion. and quantity etc. In some cases we found that if a product is not available in the market than some consumer would to switchover to another product or brand. From the analysis we have found that Nestlé’s some brand has covered 50% of the market in one product (Munch) of the chocolates which is a very good sign for the company.
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. Due to increasing overall cost in Chocolate Products everywhere. so at that time the customers switch over the brand of the chocolate so. Company should concentrate more on television for advertisement. but still there is requirement of development in Chocolate products. For promotional offers. In this we also found that if the demanded brand is not available. CONCLUSION 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. company should go for free gifts rather than going for other ways. and sometimes some of them go for small and family pack.affordable. as mostly people get attracted through television only. cost format should be made as such that it is affordable to each and everyone in the society. quality and image and due to its hard form. Some people often like to have a chocolate with good flavor. here the company should build up the healthy distribution channel by which company can attract the customers and company loose the fear from the market. quality hard form. Some people often like to have a Chocolate with good flavor. SUGGESTIONS AND RECOMMENDATIONS Chocolates products at Mumbai city are available in comparison to previous years. 41 . People are unsatisfied with the price and quantity of chocolate so companies should concentrate in this regard also. quality taste and crunchiness. It is thus concluded from the facts collected that mostly people refer to buy big pack of their favorite chocolate.
cadburyindia.in www.C.google.com Books: 1.business-standard.com www. Kothari 42 .com www. Marketing Management .managementparadise.com www.nestle.scribd. Research Methodology . Web sites: www.com www.Philip Kotler 2.61 REFERENCES. R.
Rank the sub-brands of chocolates according to your preference? (1 for most preferred) Cadbury Nestle Dairy Milk Kit Kat 5Star Munch Perk Milky Bar Celebrations Bar-One 43 .APPENDIX “A STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES IN DWARKA OF SOUTH WEST DELHI” QUESTIONNAIRE (Please tick wherever necessary) 1. Personal Profile:Name : Address : Age : Between 0-10 Gender : Male Between10-20 Female Between 20-30 Above 30 Educational Qualification: Profession : Que1. Do you eat chocolate? Yes No Que2. Which sub-brand you have purchased? Cadbury Dairy Milk 5Star Perk Celebrations Temptation Nestle Kit Kat Munch Milky Bar Bar-One Milk Chocolate Que4. Which brand of chocolate do you prefer? Cadbury Nestle Que3.
Do you feel that the product characteristics match with those mentioned in the advertisement? Yes No 44 .Temptation Milk Chocolate Que5. Which promotional offers attract you most? Free gifts Price Offer Any other: _______________ Que9.Which of these factors affects your purchase? Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors Ingredients Que10. What pack do you purchase? Small Big Que8. Which form of a chocolate do you like? Hard Nutties Crunchy Family Pack Chew Important Normal Least Important Que7. Which media of advertisement influence your purchase? Television Newspapers Brochures Hoarding Display Que11. If your preferred brand is not available for repeat purchases then what will you do? Postpone your purchase Switch over to other brand Go to the other shop to search for your preferred brand Que12. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column) Factors Very Important Flavor/taste Price Quality Packaging Que6.
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