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INTRODUCTION TO CHOCOLATE INDUSTRY Chocolate is a processed, typically sweetened food produced from the seed of the tropical Theobroma

cacao tree. Although cacao has been cultivated by many cultures for at least three millennia in Mexico and Central America, its earliest documented use is by the Olmecs of south central Mexico around 1100 BC. In fact, the majority of Mesoamerican people made chocolate beverages, including the Mayans and Aztecs, who made it into a beverage known as , a Nahuatl word meaning "bitter water". The seeds of the cacao tree have an intense bitter taste and must be fermented to develop the flavor. After fermentation, the beans are dried, cleaned, and roasted. The shell is removed to produce cacao nibs, which are then ground tococoa mass, pure chocolate in rough form. Because the cocoa mass is usually liquefied before being molded with or without other ingredients, it is called chocolate liquor. The liquor also may be processed into two components: cocoa solids and cocoa butter. Unsweetened baking chocolate (bitter chocolate) contains primarily cocoa solids and cocoa butter in varying proportions. Much of the chocolate consumed today is in the form of sweet chocolate, a combination of cocoa solids, cocoa butter or other fat, and sugar. Milk chocolate is sweet chocolate that additionally contains milk powder or condensed milk. White chocolate contains cocoa butter, sugar, and milk but no cocoa solids. Cocoa solids contain alkaloids such as theobromine, phenethylamine and caffeine. These have physiological effects on the body and are linked to serotonin levels in the brain. Some research has found that chocolate, eaten in moderation, can lower blood pressure. The presence of theobromine renders chocolate toxic to some animals, especially dogs and cats. The Europeans sweetened and fattened chocolate by adding refined sugar and milk, two ingredients unknown to the Mexicans. In the 19th century, Briton John Cadbury developed an emulsification process to make solid chocolate, creating the modern chocolate bar. Chocolate has become one of the most popular food types and flavors in the world, and a vast number of foodstuffs involving chocolate have been created. Chocolate chip cookies have become very common, and very popular, in most parts of Europe and North America. Gifts of chocolate molded into different shapes have become traditional on certain holidays. Chocolate is also used in cold and hot beverages such as chocolate milk and hot chocolate. Although cocoa originated in the Americas, today Western Africa produces almost two-thirds of the world's cocoa, with Cte d'Ivoire growing almost half of it.

HISTORY Chocolate has been prepared as a drink for nearly all of its history. The sweet chocolate residue found in jars from the site of Puerto Escondido in Honduras from around 1100 BC is the earliest found evidence of the use of cacao to date.[10] The residues and the kind of vessel they were found in indicate the initial use of cacao was not simply as a beverage, but that the white pulp around the cacao beans was likely used as a source of fermentable sugars for an alcoholic drink. An early Classic (460480 AD) period Mayan tomb from the site in Rio Azul had vessels with the Maya glyph for cacao on them with residue of a chocolate drink, suggests that the Maya were drinking chocolate around 400 AD. Documents in Maya hieroglyphs stated chocolate was used for ceremonial purposes, in addition to everyday life. Mayans grew cacao trees in their backyards, and used the cacao seeds the trees produced to make a frothy, bitter drink. By the 15th century, the Aztecs gained control of a large part of Mesoamerica and adopted cacao into their culture. They associated chocolate with Xochiquetzal, the goddess of fertility, and often used chocolate beverages as sacred offerings. The Aztec adaptation of the drink was a bitter, frothy, spicy drink called xocolatl, made much the same way as the Mayan chocolate drinks. It was often seasoned with vanilla, chile pepper, and achiote, and was believed to fight fatigue, which is probably attributable to the theobromine content, a mood enhancer. Because cacao would not grow in the dry central Mexican highlands and had to be imported, chocolate was an important luxury good throughout the Aztec empire, and cocoa beans were often used as currency. For example, the Aztecs used a system in which one turkey cost one hundred cacao beans and one fresh avocado was worth three beans. All of the areas ruled by the Aztecs were ordered to pay a tax, leading those that grew the beans to offer cacao seeds as tribute. The first European contact with chocolate came when Montezuma (then tlatoani of Tenochtitlan) introduced Hernn Corts, a Spanishconquistador, to xocolatl in the 16th century. Antonio de Sols, Philip IV's official Chronicler of the Indies, described Montezuma customarily taking a chocolate beverage after meals, as part of a sumptuous daily ritual: He had Cups of Gold, and Salvers of the same; and sometimes he drank out of Cocoas [i.e., coconut shells], and natural Shells, very richly set with Jewels. When he had done eating, he usually took a Kind of Chocolate, made after the Manner of the Country, that is, the Substance of the Nut beat up with the Mill till the Cup was filled more with Froth than with Liquor; after which he used to smoak Tobacco perfum'd with liquid Amber. Jose de Acosta, a Spanish Jesuit missionary who lived in Peru and then Mexico in the later 16th century, wrote of it:

Loathsome to such as are not acquainted with it, having a scum or froth that is very unpleasant taste. Yet it is a drink very much esteemed among the Indians, where with they feast noble men who pass through their country. The Spaniards, both men and women that are accustomed to the country are very greedy of this Chocolate. They say they make diverse sorts of it, some hot, some cold, and some temperate, and put therein much of that "chili"; yea, they make paste thereof, the which they say is good for the stomach and against the catarrh. The first recorded shipment of chocolate to Europe for commercial purposes was in a shipment from Veracruz to Sevilla in 1585. It was still served as a beverage, but the Europeans added cane sugar to counteract the natural bitterness and removed the chili pepper while retaining the vanilla, in addition they added cinnamon as well as other spices. What the Spaniards then called "chocolatl" was said to be a beverage consisting of a chocolate base flavored with vanilla and other spices that was served cold. Montezuma's court reportedly drank about 2,000 cups of xocolatl per day, 50 of which were consumed by Montezuma himself.

INDIAN CHOCOLATE MARKET (PRODUCTS)

OBJECTIVES OF THE PROJECT

1. 2. 3. 4. 5. 6. 7.

Measuring effectiveness of display system of chocolate in retail in Abohar, Punjab. To know about various brands of chocolate in Abohar, Punjab. To measure customers perception about buying chocolate. To study the behavior of consumer regarding each brand of chocolate differently. To study effect of advertisement of chocolate over people. To predict customers knowledge about various products of chocolate in market. To know about whether people coming to know about new brands of chocolate available in market. 8. To predict customers switching from one brand to another.

Research Methodology Research methodology is considered as the nerve of the project, Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study. Without a proper well-organized research plan, it is hard to complete the project and get the proper conclusion. The project was based on the survey plan which was done at various kirana stores, shopping complexes and other shops available in Abohar, punjab. The main objective of this survey was to collect appropriate data, which worked as a base for drawing conclusion and getting result. Research Design Research design is important because of the increased complexity in the market as well as marketing approaches available to the researchers. It is an important tool to study buyers behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance." Research design specifies methods and procedures for study. In this study the company was interested to know the demand of different consumer chocolate products, about competitors, and potential for chocolate producers to be used for the study among store keepers. Data Collection This report was prepared after collecting data from the customers and past data was arranged from the various studies conducted in last few years and various other records of chotolate industry in India. Primary Data These data were collected by personal interview with customers. For this purpose questionnaires were prepared in such that all necessary data would be collected. Secondary Data Information regarding the project, secondary data was also required. These data were collected from various past studies and other sources of the company.

Sampling Method Random Sampling method Sample Size Customers: 100 Research Tools Questionnaires Research Area Abohar, Punjab.

QUESTIONNAIRE
Name of customer Address Contact Number

1.