“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY”

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EXECUTIVE SUMMARY

This project is an analysis of the prevailing customer’s preferences towards chocolates at Nestle India Limited. It identifies how the company analyzes its position in the market in one of its segment that is, chocolates in comparison with its competitor that is, Cadbury and in which areas it needs some improvement. To study these objectives, the researcher prepared a questionnaire on the same. These questionnaires were distributed among 100 respondents. Sales are the main factor that contributes to the growth of a particular organization. So it is very important that the company always tries to maximize its sales by applying suitable marketing strategies for different segment of markets and for different age groups.This report also concludes that from the two major and larger brands in chocolate industry, which one is much better and preferable among buyers.

Nestle and Cadbury, both have a tough competition in today’s era so it is very important for nestle to identify the gap and find a competitive edge over their competitors if they want to sustain in the market.

According to a survey, it is also clear that Nestle is more active and popular in noodles rather than chocolates. But as they have many variants in the market for chocolates also therefore it is very important to analyze various strengths and weaknesses of nestle in this market segment.

A structured questionnaire is used as an instrument to analyze Nestle in terms of chocolates by comparing it with Cadbury. It helped in identifying the preferences of various consumers towards chocolates of Nestle and Cadbury.

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CHAPTER-1 INTRODUCTION

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1.1 INTRODUCTION TO PROJECT
This project have tried to cover all the important points that should be kept in mind while doing a research and has conducted a research study through a questionnaire that has been filled by consumers and tried to find out their preferences in chocolates and various other information related to Cadbury and nestle chocolates and have come to a conclusion. Various factors such as variety, taste, preference, form, promotional factors, etc. are considered and then it is analyzed that from these two brands which brand is more successful in the market when it comes to consumer preference. This report is going to help NESTLE in finding out the places in which they lack behind from their competitor in this market segment. This report will also provide detailed knowledge of the two main competitors in INDIA that are NESTLE and CADBURY, various types of chocolates they provide and how the chocolates have evolved. Data is being collected from 100 respondents and then their views are summarized and analyzed. According to the results, we can conclude various factors on which a particular brand is successful in the market. Most desired sub brand of these two companies are also taken into account and then it can be helpful for nestle so that they can maintain a proper supply chain and channel of distribution for their most desired product. It also indicates the impact of advertisement on the consumers and various medias through which a consumer comes to know about the products of the company. Basically it deals with the touch points.

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“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Industry Overview Gitarattan International Business School 4 .

and by 1606 chocolate was well established in Italy.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 1. whether as cocoa or drinking chocolate beverage or confectionary treat. 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. He had visited Central America and seen how the Indians prepared the cocoa beans and how they made the drink. reddish. Chocolate across Europe An Italian traveler. The dry climate meant the Aztecs were unable to grow cocoa trees. and had to obtain supplies of cocoa beans from “ tribute” or trade. and the Spanish armies conquered Mexico. Don Cortes was made captain general and governor of Mexico. who first enjoyed “chocolate” a much-prized spicy drink made from roasted cocoa beans. Throughout its history. chocolate has been a much sought after food. When he returned to Spain in1528 he loaded his galleons with cocoa beans and equipment for making the chocolate drink. foamy. soft. Don Cortes The Spanish invaded Mexico in the 16th century. vanilla and wild bee honey. aromatic flowers. bitter with chilli water. Soon “chocolate” became a fashionable drink enjoyed by the rich in Spain. Gitarattan International Business School 5 . by this time the Aztecs had created a powerful empire. was the first to break the Spanish monopoly. Francesco carletti.2 INDUSTRY OVERVIEW History of chocolate: The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central America.

which was considered to have medicinal benefits as well as being a nourishing food. Gitarattan International Business School 6 . the cacao tree. “Chocolate is made from the cocoa bean. It was an English doctor. who. Latin name “ theobroma cacao” meaning “ food of the gods” Cacao was corrupted into the more familiar “ cocoa” by the early European explorers. Gradually the custom of drinking chocolate spread across Europe. found in pods growing from the trunk and lower branches of the cacao tree. bringing a milk chocolate recipe back to England. The original Cadbury milk chocolate was prepared to his recipe. bittersweet drink by roasting and pounding the seeds of the cacao tree with maize and capsicum peppers and letting the mixture ferment. sir Hans’s Sloane. The Maya brewed a spicy. reaching England in the 1650’s First chocolate for eating Up until this point all chocolate recipes were based on plain chocolate. This drink was reserved for use in ceremonies as well as for drinking by the wealthy and religious elite.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Drinking chocolate The secret of chocolate was taken to France in 1615. History: The earliest record of chocolate was over fifteen hundred years ago in the central America rain forests. when Anne. they also ate cacao porridge.after traveling in south America.focused on cocoa and food values. daughter of Phillip 2 of Spain married king Louis 13 of France. The French court enthusiastically adopted this new exotic drink. 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.

If only they had known. they burned the whole ship in frustration. Germany and – in about 1520 – it arrived in England. Gitarattan International Business School 7 . chocolate was treasure indeed ! Within a few years. by this time the conquistadors had learned to make the drink more palatable to European tastes by mixing the ground roasted beans with sugar and vanilla ( a practice still continued today). The Aztec’s regarded chocolate as an aphrodisiac and their emperor.a secret for many years. The Aztecs called this drink xocolatl. in the Spanish Netherlands. the Spanish conquistadors found this almost impossible to pronounce and so corrupted it to the easier “ chocolat” the English further changed this to chocolate.the beans. A cup of this precious drink permits a man to walk for a whole day without food” Chocolate in Europe Xocolatl! or chocolate as it became known. only to find it loaded with what appeared to be “ dried sheep’s droppings. and by the early 17 th century chocolate powder – from which the European version of the drink was made. which builds up resistance and fights fatigue. that when English buccaneers boarded what they thought was a Spanish “ treasurer galleon” in 1579. chocolate was so expensive at that time. The first chocolate factories opened in Spain. Montezuma reputedly drank it fifty times a day from a golden goblet and is quoted as saying of xocolatl: “ the divine drink. Italy. also enjoyed cacao as a beverage fermented from the raw beans. thus offsetting the spicy bitterness of the brew the Aztec’s drank.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 The Aztecs. that it was worth it’s weight in silver ( if not gold). France. The Spanish kept the source of the drink. which again featured prominently in ritual and as a luxury available only to the very wealthy.was being exported to other parts of Europe. was brought to Europe by Cortez. where the dried fermented beans brought back from the new world by the Spanish treasure fleets were roasted and ground. like the Mayans. so successfully in fact. the cocoa beverage made from the powder produced in Spain had become popular throughout Europe.

Like the already well-established coffee houses. they were prohibited from many normal business activities. Because of their pacifist religion. Baking was a common occupation for them because bread was regarded as the biblical “staff of life”. They were also heavily involved in breakfast cereals but that’s another story. consuming over half of the words total production of chocolate alone. Back to the America’s Events went full circle when English colonists carried chocolate (and coffee) with them to England’s colonies in North America. It probably before the time of the English civil war between parliament and king Charles 1st that the Quaker’s who evolved from the puritans.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 The first chocolate house in England opened in London in 1657 followed rapidly by many others. 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. Gitarattan International Business School 8 . and still are. first began their historic association with chocolate. they involved themselves in food related businesses and did very well. Cadbury and row tree are probably the best known. The Quakers The Quakers were. conduct business and socialize over a cup of chocolate. so as an industrious people with a strong belief in the work ethic (like the puritans). they are now the worlds largest consumers – by far – of both chocolate and coffee. a pacifist religious sect. who for centuries held a virtual monopoly of chocolate making in the English speaking world – fry. and bakers in England were the first to add chocolate to cakes so it would be a natural progression for them to start making pure chocolate. they were used as clubs where the wealthy and business community met to smoke a clay pipe of tobacco. Some of the most famous names in chocolate were Quakers. Destined to become the United States of America and Canada.

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 What is certain is that the fry. invented a method of extracting the bitter tasting fat or “cocoa butter” from the roasted ground beans. England) is credited with producing and selling the world’s first chocolate bar. Fry’s have now all but disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle. Then in 1828 a Dutch chemist. Gitarattan International Business School 9 . Johannes van houten. his aim was to make the drink smoother and more palatable. found a way to combine (some would say improve. Cadbury have stayed with chocolate production and are now. some would say ruin) cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate. 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. to form the largest chocolate manufacturer in the world. probably one of the best-known chocolate makers in the world. Daniel peters. Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol. if not quite the largest. began chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol. 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. row tree and Cadbury families in England among others.

bean -. collecting points. the fruit is treated to prevent it from rotting.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 CHOCOLATE PRODUCTION The Cocoa . as a form of currency. under which practically all varieties can be categorized: Criollo and Forastero cocoas.the heart of the sweetest delicacy in the world -. the fruit is opened. as was the case among the Aztecs. The remaining 90% is harvested from trees of the Forastero family.The pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. The main growing area is West Africa. The cocoa tree can flourish only in the hottest regions of the world. The Harvest Immediately after harvesting. However. They regarded the precious bean as waste or used it. They have a particularly fine.is bitter! This is why. up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit. At fermentation sites either in the plantation or at. Criollo cocoa accounts for only 10% of the world crop. Gitarattan International Business School 10 . therefore. The seeds are of finer quality than those of the Forastero variety . The Varieties There are two quite different basic classifications of cocoa. with its many hybrids and varieties. mild aroma and are. used only in the production of high-quality chocolate and for blending.

Finally. The technique varies depending on the growing region. the last vestiges of wood. Drying After fermentation. Gitarattan International Business School 11 . jute fibres. Most of this has to be removed. The entire roasting process. the raw cocoa still contains far too much water. all but a small percentage of the water has evaporated. is carried out automatically.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Fermentation The fermentation process is decisive in the production of high quality raw cocoa. during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C. 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. in fact about 60%. and by brushing. the raw cocoa is thoroughly cleaned by passing through sieves. sand and even the finest dust are extracted by powerful vacuum equipment. Roasting The subsequent roasting process is primarily designed to develop the aroma. Cleaning Before the real processing begins.

Gitarattan International Business School 12 . 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.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Crushing and shelling The roasted beans are now broken into medium sized pieces in the crushing machine. liquid mixture. Grinding The crushed cocoa beans. strong odour. At this point the production process divides into two paths. Blending Before grinding. The heat generated by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean) contained in the beans to melt. during which some of the cocoa butter is added to it. producing a thick. the crushed beans are weighed and blended according to special recipes. which it has developed for different types of cocoa. The two paths have rejoined. The secret of every chocolate factory lies in the special mixing ratios. The other part passes through various blending and refining processes. This is dark brown in color with a characteristic. which extract the cocoa butter. but which soon join again. During cooling it gradually sets: this is the cocoa paste. A part of the cocoa paste is taken to large presses.

Cocoa paste. sugar and flavoring . cocoa cakes are left which still contain a 10 to 20% proportion of fat depending on the intensity of compression. (One micron is a thousandth part of a millimeter. cocoa butter. but it also later gives the chocolate its fine structure. It not only forms part of every recipe. beautiful lustre and delicate. 30 microns. By blending them in accordance with specific recipes the three types of chocolate are obtained which form the basis of ever product assortment. the cocoa paste. which is excellent for the preparation of delicious drinks . sugar and milk are the four basic ingredients for making chocolate. Cocoa Powder After the cocoa butter has left the press. Rolling Depending on the design of the rolling mills. Under heavy pressure they pulverise the tiny particles of cocoa and sugar down to a size of approx.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Cocoa Butter The cocoa butter has important functions. where they are pulverized and kneaded. attractive glaze. These cakes are crushed again. strongly aromatic powder. namely: Kneading In the case of milk chocolate for example. three or five vertically mounted steel rollers rotate in opposite directions.cocoa. powdered or condensed milk.maybe vanilla . ground to powder and finely sifted in several stages and we obtain a dark. cocoa butter.) Gitarattan International Business School 13 .go into the mixer.

while being constantly stirred. For during this period the chocolate paste will be refined to such an extent in the conches that it will flatter even the most discriminating palate. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter taste gradually disappears and the flavor is fully developed. is given a velvet smoothness by the addition of certain amounts of cocoa butter. which gives it its reputation. but dissolves meltingly on the tongue. It has attained the outstanding purity. But within two or three days all that will have been put right. Conches (from the Spanish word "conch a". Gitarattan International Business School 14 .“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Conching But still the chocolate paste is not smooth enough to satisfy our palates. The chocolate no longer seems sandy. 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.

compared to 8-10kg in the developed countries. Per capita consumption is around 1000 grams in the urban areas.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 CONSUMPTION OF CHOCOLATES IN INDIA Chocolate consumption in India is increasing year on year. Gitarattan International Business School 15 . The biggest opportunity is likely to stem from increasing the consumer base. it is even lower. A strong volume growth was witnessed in the early 90’s when Cadbury repositioned chocolates from children to adult consumption. Chocolates in India are consumed as indulgence and not as a snack food. which are affordable to the masses. Leading players like Cadbury and Nestle have been attempting to do this by value for money offerings. In rural areas.

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 COMPANY OVERVIEW Gitarattan International Business School 16 .

3 COMPANY PROFILE NESTLE Nestle India Nestle’ India is a subsidiary of Nestle’ S. The Nanjangud factory (Karnataka). In 1967. the Samalkha factory (Haryana). Gitarattan International Business School 17 . in 1993 and in 1995 and 1997.A. of Switzerland. integrity and fairness in all aspects of its business and expects the same in its relationships. Nestlé commissioned two factories in Goa at Ponda and Bicholim respectively.Presence Across India Beginning with its first investment in Moga in 1961.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 1. Nestle India. became operational in 1989. The company insists on honesty. Nestlé India is now putting up the 7th factory at Pant Nagar in Uttaranchal. Nestlé’s regular and substantial investments established that it was here to stay. Nestlé set up its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea.

communities and nations. the values of security. derived from Henri Nestlé’s personal coat of arms. Above all. ethics and goals. operated 500 factories in approx. From its first historic merger with the Anglo-Swiss Condensed Milk Company in 1905. an infant cereal specially formulated by Henri Nestlé to provide and improve infant nutrition. Namely. Nestlé’s activities contribute to and nurture the sustainable economic development of people. responsibilities. family and tradition. throughout the world. Gitarattan International Business School 18 .“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Nestle’ Story Nestlé was founded in 1867 on the shores of Lake Geneva in Vevey. Good Life’ to people throughout their lives. Switzerland and its first product was “Farine Lactée Nestlé”. 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.000 employees worldwide. and is about twice the size of its nearest competitor in the food and beverage sector. Nestlé had around 247. Nestlé’s trademark of birds in a nest. nature and nourishment. it is not only the central element of Nestlé’s corporate identity but serves to define the Company’s products. evokes the values upon which he founded his Company. In 2004.000 products to millions of consumers universally. maternity and affection. The Company’s transparent business practices. Nestlé has grown to become the world’s largest and most diversified food Company. Today. 100 countries and offered over 8. business practices.

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Nestle’ Brands     Milk Products & Nutrition Beverages Prepared Dishes and Cooking Aids Chocolates & Confectionary. MILK PRODUCTS AND NUTRITION: NESTLE EVERYDAY Dairy Winter NESTLE EVERYDAY Slim NESTLE’S EVERTDAY Ghee NESTLE’S MILK MAID NESTLE’S Fresh and Natural Dahi NESTLE’S Jeera Rita NESTLE’S MILKMAID Fruit Yoghurt NESTLÉ Milk NESTLÉ Slim Milk Gitarattan International Business School 19 .

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 BEVERAGES: NESCAFÉ CLASSIC NESCAFÉ SUNRISE NESTLÉ MILO NESCAFÉ 3 IN 1 NESCAFÉ KOOLREZ 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 Gitarattan International Business School 20 .

ONE NESTLÉ FUNBAR NESTLÉ MILK CHOCOLATE POLO POWER MINT NESTLÉ ECLAIRS Gitarattan International Business School 21 .“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 MAGGI MAGIC CUBES CHOCOLATES & CONFECTIONARY NESTLÉ KIT KAT NESTLÉ KIT KAT LITE NESTLÉ MUNCH NESTLÉ MUNCH POP CHOC NESTLÉ MILKY BAR NESTLÉ BAR.

NESTLÉ MILKYBAR is a favorite with parents to treat their kids with.' NESTLÉ MUNCH is the largest selling SKU in the category! NESTLE MILKY BAR: NESTLÉ MILKYBAR is a delicious milky treat.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 NESTLE KITKAT They are crisp wafer fingers covered with choco layer. which kids love. Gitarattan International Business School 22 . NESTLÉ MUNCH is so crisp. Re-launched in January 2006 with a Calcium Rich recipe. a 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. light and irresistible that you just ‘can't stop Munching. NESTLE MUNCH NESTLÉ MUNCH is wafer layer covered with delicious choco layer. NESTLÉ KIT KAT has unique finger format with a ‘breaking' ritual attached to it.

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NESTLE BAR-ONE

It is a luscious nougat and caramel with delicious choco layer. NESTLÉ BAR-ONE constantly reminds you that it is ‘Time for Action'.

NESTLE Milk Chocolate:

NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it!

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SWOT ANALYSIS OF NESTLE FOOD LTD.

STRENGTHS
a) b) Domestic sales grew by 7% in value and 15% in volume terms, during the year. Continuous improvement of supply chain and a focus on flagship brands, contributed significantly towards the above profitability. The favorable impact of the commodity prices during parts of the year and the product mix, also contributed significantly towards improvement in profitability. c) The company’s overall sales & profit progress during 2000 can be considered satisfactory & in line with the expectations. d) e) f) Superior value in every product. New flavour profiles were introduced in the business. The new NESCAFE pricing & bringing the popular SUNRISE brand under NESCAFE to benefit from its association continued to strengthen the category. g) Sustained improvements in customer service level to improve product availability across all geographies & channels. h) Reduction in wastage of material.

WEAKNESS:
a) b) Lack of advertisement. Give more importance to only few of their key products such as Nescafe and Cerelac hence people are not completely aware of all their products.

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OPPORTUNITIES:
The diversified knowledge & expertise have contributed significantly to the operations of the company. Some of the key areas that are benefitted are: a) Products that are manufactured are of international quality. Product quality that includes taste, appearance, convenience, & overall value for money, is a critical factor in consumer choice & in a competitive market like India could determine the survival of the products. The high quality of the products of the company is borne out by the position & image the products enjoy in the market & the company continuing to be a leading exporter of value added INSTANT COFFEE in the country b) Implementation of the project for bottled drinking water. c) Product innovation & renovations like MUNCH crisp wafer biscuit with choco layer, Nestle Dahi, Nestle Milk, Junior Foods, NESCAFE Frappe, KITKAT Milky & relaunch of MAGGI noodles. d) Enhancement of skill & competence of company personnel due to the training received.

THREATS:
a) Historically, the policy framework favored small & unorganized players while the MNC players were restricted from adding capacities. Nestle India is the third largest FMCG company in India after HLL & ITC &dominates the culinary & the hot beverages (coffee) segments in India. b) Nestle has a significant presence in the baby foods & has emerged as a strong no.2 in the dairy segment (after Amul) & chocolates (after Cadbury’s). c) Heinz is the main competitor in the baby foods market. The market for culinary products, semi-processed foods like noodles, ready mixes for Indian ethnic breakfast & sweets is largely an urban market.

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“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 SWOT ANALYSIS SWOT analysis is a conceptual framework for a systematic analysis that facilitates the matching of external threats and opportunities with the internal strengths and weaknesses of the organization. S stands for STRENGTHS W stands for WEAKNESSES O stands for OPPORTUNITIES T stands for THREATS INTERNAL ENVIRONMENT EXTERNAL ENVIRONMENT STRENGTHS WEAKNESSES Strengths and Opportunities OPPORTUNITIES (SO) Weaknesses and Opportunities (WO) Strengths and Threats THREATS (ST) Weaknesses and Threats (WT) Gitarattan International Business School 26 . But what is overlooked is that combining these factors may require distinct strategic choices. Here. It is common to suggest that company identify their strengths and weaknesses as well as the opportunities and threats in the external environment.

not only the French. Gitarattan International Business School 27 . 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 Bournville experts set out to meet the challenge. but better than' the imported milk chocolate'. A recipe was formulated incorporating fresh milk.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 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. but Led by George Cadbury Junior. and production processes were developed to produce a milk chocolate 'not merely as good as. A considerable amount of time and money was spent on research and on new plant designed to produce the chocolate in larger quantities. cocoa butter and sugar. Four years of hard work were invested in the project and in 1905 what was to be Cadbury's top selling brand was launched.

and Cadbury's Dairy Milk.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Three names were considered: Jersey. Highland Milk and Dairy Maid. with its unique flavor and smooth creamy texture. a position it has held ever since. Gitarattan International Business School 28 . Dairy Maid became Dairy Milk. was ready to challenge the Swiss domination of the milk chocolate market. By 1913 Dairy Milk had become the company's best selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader.

The pure taste of CDM defines the chocolate taste for the Indian consumer. Similarly in the medicated candy category Halls is the undisputed leader. Induri (Pune) and Malanpur (Gwalior).the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. 5 Star. Éclairs and Celebrations. Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi. it today has five company-owned manufacturing facilities at Thane. Perk. After 59 years of existence. Cadbury enjoys a value market share of over 70% .The corporate office is in Mumbai. Currently Cadbury India operates in three sectors viz. Gitarattan International Business School 29 .the leading Malted Food Drink (MFD) in the country. Kolkota and Chennai).“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 COMPANY OVERVIEW OF CADBURY INDIA Cadbury began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. Milk Food Drinks and in the Candy category. In the Milk Food drinks segment their main product is Bournvita . Chocolate Confectionery. Cadbury has maintained its undisputed leadership over the years. In the Chocolate Confectionery business. Mumbai. Some of the key brands are Cadbury Dairy Milk.

Bytes is positioned as "The new concept of sweet snacking". Cadbury is poised in its leap towards quantum growth and new categories of business. For over two decades. It is a part of the Cadbury Schweppes Group.1 Confectionery Company.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution. it has worked with the Kerala Agriculture University to undertake cocoa research and released clones. snacking and gifting. world's No. Bytes was first launched in South India in 2003. namely gums. A good example of this is the development of Bytes. mints. Gitarattan International Business School 30 . It delivers the taste of chocolate in the form of a light snack. and thus heralds the entry of Cadbury India into the growing bagged Snack Market. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. hybrids that improve the cocoa yield. Crispy wafers filled with coca cream in the form of a bagged snack. Today. which has been dominated until now by Salted Bagged Snack Brands.

Dentyne. Bubblicious. Snapple. These two great household names merged in 1969 to form Cadbury Schweppes plc. Bassett. Their heritage starts back in 1783 when Jacob Schweppe perfected his process for manufacturing carbonated mineral water in Geneva. Trident.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 CADBURY WORLD WIDE Cadbury is the world's largest confectionery company and have a strong regional presence in beverages in the Americas and Australia. It employees 60. Schweppes. Halls. Since then they have expanded their business throughout the world by a programme of organic and acquisition led growth. And in 1824 John Cadbury opened in Birmingham selling cocoa and chocolate. 7 Up and Snapple. We employ around 60. including brand icons such as Mott's. they have strengthened their portfolio through almost fifty acquisitions. Concentrating on their core brands in beverages and confectionery since the 1980s. today their products . Dr Pepper. Trebor. Switzerland. Trebor.000 people in over 200 countries Worlds No 1 Confectionery company World's No 2 Gums company World's No 3 beverage company Gitarattan International Business School 31 . With origins stretching back over 200 years. Canada Dry. Halls.00 people. Dentyne. Dr Pepper. Trident.are enjoyed in almost every country around the world.which include brands such as Cadbury. Bubblicious and Bassett .

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Cadbury Brands:  Chocolates  Snacks  Beverages  Candy SNACKS: Bytes BEVERAGES Bournvita CANDY Halls CHOCOLATES Dairy Milk 5 Star Perk Celebrations Temptation Eclairs Gems Gitarattan International Business School 32 .

One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour. chocolate with Disney characters embossed in it.Cadbury Dairy Milk Wowie. this was one property that both. Cadbury 5 Star moves from strength to strength every year by increasing its user base.. Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside. and Cadbury Dairy Milk 2 in 1. U. Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 DAIRY MILK The story of Cadbury Dairy Milk started way back in 1905 at Bournville. And through the passage of time. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. The variants Fruit & Nut. a delightful combination of milk chocolate and white chocolate. Cadbury Dairy Milk has exciting products on offer .K. 5 STAR The second largest after Cadbury Dairy Milk with a market share of 14%. the brand and the consumer stuck to as a valuable association. combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Gitarattan International Business School 33 . Today. but the journey with chocolate lovers in India began in 1948. Crackle and Roast Almond. Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience.

with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer'. Perk became even more irresistible. Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. to give consumers another reason to come into the Cadbury 5 Star fold. With the rise of more value-for-money brands in the wafer chocolate segment. CELEBRATIONS Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dryfruits during festive seasons. With its light chocolate and wafer construct. PERK Cadbury launched Perk in 1996. Cadbury 5 Star Crunchy was launched.Perk XL and XXL. The same delicious Cadbury 5 Star was now available with a dash of rice crispies. Gitarattan International Business School 34 .“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 More recently. Cadbury Perk unveiled two new offerings . In 2004.

Research Temptations delicious premium chocolate revealed a niche and price segment those of of “chocoholics” love a - those of too exposed to but international possibly chocolates the a who variety chocolates high. nut butterscotch and caramels.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star. Perk. TEMPTATION Ever it! If see people have. Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants. 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. raisin magic. range targeted discerning Gitarattan International Business School 35 . Almond magic. hide then is away its a their likely range chocolate to of be since a bar they of don’t want to share you Cadbury Temptations! in five Cadbury flavors. find is international at this chocolates segment of Cadbury chocolate Temptations lovers. Gems. cashew magic.

Jamaica. its range is available Mint in 5 delicious Black flavour Forest soon variants and Old a Honey Apricot. international chocolate Temptations became popular brand for "chocoholics".“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 The -Roast Cadbury Almond With Temptations Coffee. quality Crunch. Gitarattan International Business School 36 .

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Chapter – 2 THEORATICAL FRAMEWORK Gitarattan International Business School 37 .

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 CUSTOMER SATISFACTION CUSTOMER RELATIONSHIP MANAGEMENT (CRM) : It is the overall process of building and maintaining profitable customer relationship by delivering superior customer value and satisfaction. If the performance exceeds expectations. If the product’s performance falls short of expectations. Gitarattan International Business School 38 . the customer is dissatisfied. and loyal customers are more likely to give the company a larger share of their business. Satisfied customers are more likely to be loyal customer. If the performance matches expectations. the customer is highly satisfied or delighted. The key to building lasting customer relationships is to create superior customer value and satisfaction. CUSTOMER SATISFACTION: It depends on the product’s perceived performance relative to a buyer’s expectations. the customer is satisfied.

When Henri Nestlé prepared his first boxes of infant formula for sale. tasty and affordable. They provide the prompt. he put his address on the packages so people would know where to go if they had questions. With the help of consumer suggestion Nestle exactly knows what people want. This applies both to how they present their products and to how they address their consumers' questions and concerns. food safety and culinary expertise. 2) Nestle also believes in maintaining regular contact with the consumers.:The Customer Satisfaction of Nestle Food Ltd. Today. 6) At Nestlé. The Nestlé Seal of Guarantee is a symbol of this commitment. they care for their consumers because Nestle believes that their success depends on meeting consumer’s needs and expectations.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 CUSTOMER SATISFACTION OF NESTLE FOOD LTD. 3) Nestle have a worldwide Nestlé Consumer Services network devoted to caring for their consumers. Gitarattan International Business School 39 . Through listening and understanding. Nestle’s Consumer Relationship Panel with the words "Talk to Nestlé" expresses the same commitment. to listen. Nestlé uses the insights gained from relationships with consumers to drive product development. they can make products that people want to use all through their lives. efficient and high quality service that consumers expect from Nestlé. are as follows:1) Nestlé is committed in offering consumers high-quality food products that are safe. 4) At Nestle people have expertise in a wide range of areas such as nutrition. food science. 5) Nestle teach their people how to talk with consumers and above all.

12) Nestle is a human company providing a response to individual human needs throughout the world with the concern for the well being of its customers.It seeks to earn consumers confidence and preference and to follow consumer trend. 10) Marketing is based on the principle of satisfying consumer needs.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 7) Nestle has 138 years experience in producing quality products that satisfy the needs for good healthy food 8) Consumers are of the utmost importance to Nestle. 9) Nestle focus on the consumer extents from those who buy and consume its product. creating and responding to demand for its product 15) Nestle people are passionate about the products and the consumers are all around the world. Gitarattan International Business School 40 . Without consumers there would be no business. 11) The overall trust of the consumer in Nestles brand and product comes from the quality image that has been continuously strengthened for over 130 years. 13)It aims not only to increase sales and profit but also to raise the standard of living everywhere it is active and the quality of life for everyone 14) Nestle is more people brand and product oriented than system oriented .

3 RESEARCH METHODOLOGY Gitarattan International Business School 41 .“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Chapter .

 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. In this research problem I would like to understand and analyze about the chocolates products available at Junagadh and collect the feedback from group of people and I wanted to know the developments made in direction of chocolates industry. Research Problem Every research has their own problem and limitation but good researcher have to overcome that problem by their skill. 3. which are consumed by people of all ages. This research is to know which particular brand of chocolate is most preferred by people of different age groups.  To study the factors affecting the consumption pattern. 2. During this research I have interacted with people of Delhi. Gitarattan International Business School 42 . Relevance of the Study This research is been conducted to survey the product performance and buying behavior of consumer in selection of chocolates.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 RESEARCH METHODOLOGY 1. The relevance of the study is to survey the product performance and buying behavior of two famous brands of chocolates – Nestle and Cadbury. Objective of the study This project is based on the comparative study consumer behavior towards Nestle and Cadbury chocolates.

Research Design 27319103911 For any researcher the research methodology is the most important criteria to decide before the actual research process starts. Gitarattan International Business School 43 .“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 4. Fundamental c) Quantitative vs. It decides the sources of data and methods for gathering data. My approach to research is descriptive and quite specific. The main characteristic of this method is that the researcher has no control over the variables. research design is simply the frame work or plan for a study. In social science and business research we often use the term Ex post facto research for descriptive research studies. Since. was descriptive research because it provides me all the opportunities to cover the all the aspect that I require to conduct the research and get an appropriate out come. Descriptive Research: Descriptive research includes surveys and fact – finding enquires of different kinds. It is a blue print that of a house devised by an architect. Empirical e) Field setting or laboratory testing research The design of a research is a plan or a model that helps researcher to conduct a formal investigation and survey. It is an application of methods and procedures for acquiring the information needs for getting a desire out come. a) Descriptive vs. which was most suitable to my research. Analytical b) Applied vs. The major purpose of descriptive research is description of the state of affairs as it exits at present. he can only report what has happened or what is happening. Qualitative d) Conceptual vs. There are many methods for conducting the research some of them are as under. A good design insures that the information obtained is relevant to the research question and that it was collected by objectives. Out of these all research methods the research method.

perception and consumption of Cadbury and Nestle Chocolates. maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumer’s needs. product attributes. So far as this research is concerned internet. many brochures and magazines have been referred too. There are many other brands of chocolates available but my study is limited to two major players of chocolates leaving behind the others. Despite of the fact that learning is all pervasive in our lives. as breathing. directly from the respondents to the base of knowledge & belief of the research. How individuals learn is a matter of interest to marketers. A) Primary Data The data.e. So far as this research is concerned. B) Secondary Data When the data is collected and compiled in the in a published nature it is called Secondary data. how to use. The scope of my study restricts itself to the analysis of consumer preferences. The normal procedure is to interview some people individually or in a group to get a sense of how people feel about the topic. primary data is the main source of information provided by the respondents. but the marketer’s objectives. The scope of my study is also restricts itself to junagadh region only. There are 2 sources of data i. are called primary data.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 5. potential consumers benefit. They want consumers to learn about their products. Scope of the Study: 27319103911 As learning is a human activity and is as natural. Gitarattan International Business School 44 . They want to teach consumers in their roles as their roles as consumers. psychologists do not agree on how learning takes place. which are collected for the first time.

the sample size is 100. SAMPLE UNIVERSE SAMPLING TECHNIQUE SAMPLE SIZE RESEARCH INSTRUMENT DELHI SIMPLE RANDOM SAMPLING 100 A STRUCTURED FORMATTED QUESTIONNAIRE Gitarattan International Business School 45 . c) MODE OF DATA COLLECTION Data collection mode is personal visit and filling up of the questionnaire. b) INSTRUMENT Taking into consideration research instrument selected by me is questionnaire because it gives more flexibility in terms of data and it has been asked to the responder personally and have an idea of getting an important unknown data that can be collected through their behavior. 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.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 6. So far as this research is concerned. As we know that it is not feasible to go with population survey because of the numerous Doctors and their scattered location. DATA COLLECTION a) SAMPLING DESIGN It is true that it is very difficult to do research with whole universe.

 The main source of data for the study was primary data with the help of selfadministered questionnaires. So the sample of consumers was not enough to generalize the findings of the study. 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. despite of fact constraints were at play during the formulation of this project.  People were hesitant to disclose the true facts. Gitarattan International Business School 46 . Nevertheless. LIMITATION OF STUDY In attempt to make this project authentic and reliable.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 7.  The chance of biased response can’t be eliminated though all necessary steps were taken to avoid the same. Hence. the chances of unbiased information are less.

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Chapter .4 Data Analysis and Interpretation Gitarattan International Business School 47 .

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 DATA ANALYSIS Que1.1 PREFER CHOCOLATES? 17% 83% YES NO Analysis & interpretation: Chocolate is a product which is like by the all age group of people. Accourding to the survey 83% of people says yes they eat chocolate and 17% say no they are not eating chocolate. of respondent 83 17 Percentage (%) 83 17 Figure 1. Gitarattan International Business School 48 . Do you eat chocolate? Table 1.1 Opinion Yes No No. 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.

Which brand of chocolate do you prefer? Table 1. But the market leaders in India are basically two brands like Cadbury & Nestle. Gitarattan International Business School 49 .“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Que2. According to survey 64% of the market is captured by the Cadbury and only 36% of the market is covered by the Nestle. To capture the market the company should do more advertising and sales distribution. of Respondent 64 36 Percentage (%) 64 36 Figure 1.2 PREFERENCE OF BRAND 80 60 40 20 0 64 36 CADBURY NESTLE Analysis & Interpretation: There are many brands available in the market.2 Brand Name Cadbury Nestle No. And also should maintain quality of the product compare to the competitors.

1 NESTLE No.1 Gitarattan International Business School 50 . Which sub-brand you have purchased? Sub.3. Of Respondents 12 1 2 1 20 Percentage (%) 12 1 2 1 20 NESTLE 25 20 20 15 10 5 1 0 KIT KAT MUNCH MILKY BAR BAR ONE MILK CHOCOLATE 2 12 1 Figure 1.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Que3.3.brands Kit kat Milky bar Bar one Milk chocolate Munch Table 1.

5 star. And if we talk about Cadbury the sub-brand of the Cadbury is dairymilk.milky bar 1% .3. of respondents 40 11 9 1 3 Percentage (%) 40 11 9 1 3 CADBURY 40 40 30 20 10 0 DARYMILK 5 STAR PERK CELEBRATIONS TEMPTATION 11 9 1 3 Figure 1. munch 20 . Gitarattan International Business School 51 . celebration and Temptation and their consumption are like dairymilk 40%. Barone. perk.brands Dairy Milk 5 Star Perk Celebrations Temptation Table 1. Munch. milk chocolates and their consumption are like kitkat 12%. perk9%. Milkybar.bare one 2% . 5 star11%.and milk chocolate 1%.2 Analysis & Interpretation: In this survey nestle is having five sub-brands like kitkat.2 No. According to the survey the highest selling product is Cadbury.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 CADBURY Sub .3. celebration1% and Temptation 3%.

brands Kit kat Munch Milky bar Bar one Milk chocolate Table 1.1 Gitarattan International Business School 52 . of Respondents Percentage (%) 33 50 3 11 3 33 50 3 11 3 Rank 2 1 4 3 4 NESTLE RANKING SUB BRAND 11% 3% 3% 33% 50% KIT KAT MUNCH MILKY BAR BAR ONE MILK CHOCOLATE Figure 1. Rank the sub-brands of chocolates according to your preference? Sub .“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Que4.4.1 NESTLE No.4.

4. of respondents 30 7 21 4 2 Percentage (%) 30 7 21 4 2 Rank 1 3 2 4 5 CADBURY RANKING SUB BRANDS 30 30 25 20 15 10 5 0 DARYMILK 5 STAR PERK CELEBRATIONS TEMPTATION 7 4 2 21 Figure 1.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 CADBURY Sub .2 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 30% 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 3% and in Cadbury less selling product are Celebration and Temptation the reason behind this is they are too Costly to consume. And it can only use occasionally.4.2 No.brands Dairy milk 5 star Perk Celebrations Temptation Table 1. Gitarattan International Business School 53 .

5. Figure 1. of respondents 88 9 2 1 Percentage (%) 88 9 2 1 FLAVOUR/TASTE 9% 2% 1% 88% VERY IMP.1 Price Parameters Very Important Important Normal Least Important Table 1. How much importance do you give to the following factors when you purchase a chocolate? Parameters Very Important Important Normal Least Important Table 1. IMPORTANT NORMAL LEAST IMP.5.5. of respondents 1 3 96 0 Percentage 1 3 96 0 Gitarattan International Business School 54 .1 TASTE No.2 No.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Que5.

3 Gitarattan International Business School 55 .5. 1 3 0 Figure 1.5. of respondents 12 6 4 78 Percentage (%) 12 6 4 78 78 80 60 40 20 0 VERY IMP.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 PRICE 96 100 80 60 40 20 0 VERY IMP. IMPORTANT NORMAL LEAST IMP. 12 6 4 Figure 1.2 Packaging Parameters Very important Important Normal Least important Table 1.3 PACKAGING No.5. IMPORTANT NORMAL LEAST IMP.

4 No. 78% of the consumer says that if they are getting best quality product at nominal price than the packaging is least important.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Quality Parameters Very important Important Normal Least important Table 1.5. IMPORTANT NORMAL LEAST IMP. Gitarattan International Business School 56 . of respondents 78 12 6 4 Percentage 78 12 6 4 QUALITY 78 80 60 40 20 0 VERY IMP.5. 12 6 4 Figure 1.4 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. 78% says that they are mainly seeing the quality of the product if the product is qualitative than they are ready to pay any price for that product. 96% says if normal price would be there a taste is good than price dose not matter.

of respondents 47 29 18 6 Percentage (%) 47 29 18 6 Figure 1.6 FORM OF CHOCOLATE 50 40 30 20 10 0 HARD CRUNCHY NUTTIES CHEW 29 18 6 47 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. 29% of the consumer like crunchy chocolates. Gitarattan International Business School 57 . Which form of a chocolate do you like? Table 1.6 Forms Hard Crunchy Nutties Chew 27319103911 No. 18% of the consumer like nutties chocolates & only 6% of the consumer like Chew chocolates.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” Que6.

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” Que7. 17% are using big pack of the chocolates. So we can easily see that the consumption of small pack is having boom in the market compare to other packaging. 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.7 Pack Preference Small Big Family pack 27319103911 No. big.7 PACK PREFERENCE 73 80 60 40 20 0 SMALL BIG FAMILY PACK 17 10 Analysis & Interpretation: The chocolates are available in the market in different packaging like small. What pack do you purchase? Table 1. & family pack. 10% are consuming family pack because of there high price. Gitarattan International Business School 58 . of respondents 73 17 10 Percentage (%) 73 17 10 Figure 1. According to the survey 73% are using small pack.

Gitarattan International Business School 59 .8 PROMOTIONAL OFFERS 4% 12% 84% FREE GIFTS PRICE OFFER ANY OTHER Analysis & Interpretation: There are many factors affecting the promotional techniques.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Que8.8 Promotional Offers Free gifts Price offer Any other No. Which promotional offers attract you most? Table 1. of respondents 12 84 4 Percentage (%) 12 84 4 Figure 1. According t6o the report it can be concluded that maximum respondents get attracted by price offer followed by free gifts and any other.

So company is doing promotional activities to acquire the desired target of the product. 21% of the companies are using Brand Ambassadors in there advertisement. 1% of the suggestions. So all this factors are affecting the purchase. 2% of the attractive display. Basically there are six main type of the promotional activities like 69% of the advertisement. of respondents 69 1 2 0 21 7 Percentage (%) 69 1 2 0 21 7 80 60 40 20 0 69 21 1 2 0 7 ADVERTISEMENT DOCTOR'S ADVICE SUGGESTIONS BRAND AMBASSADORS ATTRACTIVE DISPLAY INGREDIANTS Analysis & Interpretation: There are many factors affecting at the time of purchase.Which of these factors affects your purchase? Table 1.9 Factors Advertisement Suggestions Attractive display Doctor’s advice Brand Ambassadors Ingredients Figure 1.9 FACTORS AFFECTING PURCHASE No. 0%of the doctors advice. Gitarattan International Business School 60 . 7% of the ingredients.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Que9.

of respondent 67 7 3 23 Percentage (%) 67 7 3 23 Figure 1. So it become easy to make people aware about the product. & 23% are using display adds. 7% of the Hoardings. Which media of advertisement influence your purchase? Table 1.10 Media Television Hoardings Newspapers Display No. Gitarattan International Business School 61 .10 INFLU ENCING MEDIA BROCHURES N EWSPAPERS D ISPLAY TELEVISION HOARDINGS TELEVISI ON HOARDINGS NE WSPAP ERS DI SPLAY BROCHURES 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. 3% of the advertisement given on local as well as national newspapers. So companies are using advertisement media like 67% of the television adds.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Que10.

40 % of the consumer are switch over to any other product. 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. Gitarattan International Business School 62 . & 49 % will search the product at any other place they don’t compromise for the same.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Que11. of respondents 11 40 49 Percentage (%) 11 40 49 Figure 1.11 ABSENCE OF PREFERED BRANDS 11% 49% 40% POSTPONE PURCHASE SWITCH OVER SEARCH BRAND Analysis & Interpretation: Every person is having there own taste & preferences.11 IN Absence of Brand Postpone purchase Switch Over Search Brand No. If your preferred brand is not available for repeat purchases then what will you do? Table 1.

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Chapter – 5 MAJOR FINDINGS Gitarattan International Business School 63 .

I have come to know lot things and it has enhanced my knowledge to great extent. In some cases I found that if a product is not available in the market than some consumer would to switchover to another product or brand. So from these survey I have found that the consumption of the chocolates are more in children and teenage group though having any occasion or not having any occasion.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 FINDINGS From the one and half month experience of my research project with NESTLE AT DELHI . The most selling product of both the company are in small size of chocolates and there market is 73% because its not much costlier. Through the research I found that consumer is very conscious about the quality of the product in that matter they are not ready to compromise. They are given as under. Here are some of the key findings given by me are purely based on my research. It doesn’t have any kind of bias from my side. I found many things which are well executed by distributors. Gitarattan International Business School 64 . And I found both company product are very qualitative. And also easily available & affordable. By doing the comparison of Nestle and Cadbury chocolates I have found that the preference of the chocolates more preferred by the consumer is Cadbury From the analysis I have found that nestle some brand has covered 50% of the market in one product (Munch) of the chocolates which is a very good sign for the company.

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 Chapter – 6 CONCLUSION AND RECOMMENDATIONS Gitarattan International Business School 65 .

Due to increasing overall cost in Chocolate Products everywhere. cost format should be made as such that it is affordable to each and everyone in the society. TV is again the most preferred way which influence the buying behavior of the consumers.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 RECOMMENDATIONS Chocolates products at Delhi city are available in comparison to previous years. Nestle is regarded to be the best service distributors according to Retailer. In this I also found that if the demanded brand is not available. As it is very clear that when it comes to advertisement. so at that time the customers switch over the brand of the chocolate so. 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. Gitarattan International Business School 66 . but still there is requirement of development in Chocolate products. So Nestle should try to make their advertisement more personal in consumer touch so that more and more people can associate themselves with the brand.

teenager or adults. 40 % of the consumer are switch over to any other product. We can easily see that the consumption of small pack is having boom in the market Majority of consumers get influenced by advertisement rather than other promotional tools. When it comes to the brand which people wants more then its clearly CADBURY. Gitarattan International Business School 67 .The most selling product is Munch the sub-brand of Nestle. Maximum consumers like hard chocolates. If it is for choosing a sub brand of CADBURY then Dairy Milk is the one which is the most desired product in the market. & 23% are using display adds. 3% of the advertisement given on local as well as national newspapers.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 CONCLUSION Chocolate is liked by all the age groups whether they are kids. & 49 % will search the product at any other place they don’t compromise for the same. Although the quality of both the products are acceptable by the consumer but Cadbury is the first preference of the consumer. Companies are using advertisement media like 67% of the television adds. 7% of the Hoardings. If we take into account two giant chocolate players in INDIA then it is very clear that CADBURY is the winner between the two in terms of taste and variety. Consumption of chocolates are more in case of CADBURY rather than NESTLE. 11% of the consumer are postponing the purchase of the product.

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 References Gitarattan International Business School 68 .

W. N. Taylor. Marketing Management.R. Gitarattan International Business School 69 .“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” BIBLIOGRAPHY 27319103911 Web sites:  www. 343-354.inchocoinfo.babymilkaction. Kothari (2009). (1985). S. 36.nestle bar-one. A.business-standard. Marketing Management.nestle. 3.nestle..com  www. C.Research Methodology. & Bass. R. A. L. (1997).com  www. 720-728. P.org Books: 1. D. Recruiting sources: Another look. 2. (1983). Swaroff. 5. Philip Kotler (2005). Anderson. Barclay. 70. Journal of Applied Psychology.com  www. & Schmidt. 4. G. M..com  www. A process-oriented investigation of marketing source effectiveness.

“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 ANNEXURE Gitarattan International Business School 70 .

Which brand of chocolate do you prefer? Cadbury Nestle Que3. : Profession: Que1. Which sub-brand you have purchased? Cadbury Dairy Milk 5Star Perk Celebrations Temptation Nestle Kit Kat Munch Milky Bar Bar-One Milk Chocolate Que4. Do you eat chocolate? Yes Between10-20 Above 30 No Que2. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column) Gitarattan International Business School 71 . Rank the sub-brands of chocolates according to your preference? (1 for most preferred) Cadbury Nestle Dairy Milk 5Star Perk Celebrations Temptation Kit Kat Munch Milky Bar Bar-One Milk Chocolate Que5.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” 27319103911 QUESTIONNAIRE PERSONAL DETAILS Name: Address: Age: Between 0-10 Between 20-30 Gender: Phone / Mob.

Which media of advertisement influence your purchase? Television Hoarding Newspapers Display Brochures 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 Gitarattan International Business School 72 .Which of these factors affects your purchase?       Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors Ingredients Que10.“CONSUMER PREFERENCE TOWARDS NESTLE & CADBURY” Factors Flavor/taste Price Quality Packaging Que6. What pack do you purchase? Small Big Family Pack Que8. Which form of a chocolate do you like? Hard Crunchy Nutties Chew Very Important Important Normal Least Important 27319103911 Que7. Which promotional offers attract you most? Free gifts Price Offer Any other Que9.

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