A STUDY OF CONSUMER BEHAVIOR TOWARDS

CADBURY & NESTLE CHOCOLATES

Submitted By
SHAILESH SINGH

UNDER THE GUIDANCE OF

DR. BALAJI SADAVARTE

A PROJECT SUBMITTED IN PART COMPLETION OF

MMM TO THE

Chetanas Ramprasad Khandelwal Institute of Management

& Research
Bandra (East), Mumbai 400 051
2014-17

DECLARATION
This is to declare that the study presented by me to Chetanas R. K. Institute of
Management and Research, in part completion of the MMM- Vth Semester under
the title A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY &
NESTLE CHOCOLATES had been done under the guidance of Dr. BALAJI
SADAVARTE.

SHAILESH SINGH

CERTIFICATE

This is to certify that the study presented by ( SHAILESH SINGH ) to the Chetanas Ramprsad
Khandelawal Institute of Management and Research, in part completion of the MMM- Vth
Semester under the title A STUDY OF CONSUMER BEHAVIOR TOWARDS CADBURY &
NESTLE CHOCOLATES has been done under the guidance of ( Dr. BALAJI SADAVARTE
).
The project is in the nature of original work that has not so far been submitted for any Diploma
of Chetanas R. K. Institute of Management & Research or any other University / Institute.
References of work and related sources of information have been given at the end of each
chapter.

Dr. Balaji Sadavarte

(Project Guide)

Dr. Jayashree A. Bhakay

( Director)

ACKNOWLEDGEMENTS

On successful completion of my industry oriented dissertation project at A STUDY OF

CONSUMER BEHAVIOR TOWARDS CADBURY & NESTLE CHOCOLATES, I take this
opportunity to convey my profound gratitude to all the concerned people who have helped me.
I would like to thank my mentor Mr. Balaji Sadavarte for his invaluable guidance and
encouragement during the execution of this project. It was indeed a commendable task on his
part in spite of the time constraints and other commitments that he was involved in. Without his
help, support and guidance completing this project would have been impossible.
My thanks to all the staff and the supervisors at the organization for their help and sharing their
experiences directly and indirectly in completing this project
I would also like to thank Chetanas R. K. Institute of Mangement and Research, CEO Dr.
Madhumita Patil & our Director Dr. Jayshree Bhakay for providing me with the opportunity
of having this corporate experience and undergoing the summer internship project.

SHAILESH SINGH

TABLE OF CONTENTS

Page No.

EXECUTIVE SUMMARY
Chapter 1 INTRODUCTION TO THE STUDY

1.1
1.2
1.3

INTRODUCTION
CONSUMER PREFERENCE
SCOPE OF THE STUDY
1.4
OBJECTIVES OF THE STUDY

1
1
2

1.5

LIMITATIONS OF THE STUDY

Chapter 2 INTRODUCTION OF CHOCOLATE AND COMPANYS

PROFILE
4
2.1
2.2
2.3

HISTORY OF CHOCOLATE
CHOCOLATE PRODUCTION
CONSUMTION OF CHOCOLATE IN INDIA
2.4.
NESTLES PROFILE

2.5

CADBURYS PROFILE

5
9
13

13
18

Chapter 3 REVIEW OF LITERATURE

25

Chapter 4 RESEARCH & DESIGN METHODOLOGY

29

Chapter 5 FINDINGS & ANALYSIS

31

5.1
5.2
5.3
5.4

ANALYSIS OF DATA
FINDINGS
CONCLUSION
SUGGESTIONS AND RECOMENDETATIONS

31
55
56
56

Chapter 6 BIBLIOGRAPHY

57

Chapter 7 ANNEXURE

58

LIST OF TABLES
TABLE

TITLE

PAGE

NUMBE

NUMBE

1
2
3
4
5
6
7
8

LIKING FOR THE CHOCOLATES

DIFFERENT AGE GROUPS
PREFERENCE ACCORDING TO AGE GROUPS
BRAND PREFERENCE
PURCHASE OF CADBURY CHOCOLATES
PURCHASE OF NESTLE CHOCOLATES
OVERALL PURCHASE OF CHOCOLATES
PREFERENCE OF SUBRANDS OF CADBURY

31
32
33
34
35
36
37
38

CHOCOLATES
PREFERENCE OF SUB-BRANDS OF NESTLE

39

10
11

CHOCOLATES
INFLUENCING FACTORS DURING PURCHASE
INFLUENCING FACTORS DURING PURCHASE OF

40
41

CADBURY CHOCOLATES
12

INFLUENCING FACTORS DURING PURCHASE OF

42

NESTLE CHOCOLATES
13

FACTORS GIVING MOST SATISFACTION TO

43

14

CONSUMERS
FACTORS GIVING MOST SATISFACTION TO

44

15

CONSUMERS IN CADBURY CHOCOLATE

FACTORS GIVING MOST SATISFACTION TO

45

16
17
18
19
20
21
22

CONSUMERS IN NESTLE CHOCOLATE

FORM PREFERENCE
PACK OF CHOCOLATES PREFERED
PROMOTIONAL OFFERS
FACTORS AFFECTING PURCHASE
MEDIA OF ADVERTISEMENT
FREQUENCY OF CONSUMPTION

46
47
48
49
50
51
52

REASONABLE PRICE
23
24

CONSUMERS BRAND LOYALTY

REACTION OF CONSUMERS IF NEW BRAND IS

53
54

INTRODUCED

LIST OF GRAPHS
TABLE

TITLE

NUMBE

NUMBE

R
1
2
3

PAGE
R

LIKING FOR THE CHOCOLATES

DIFFERENT AGE GROUPS
PREFERENCE ACCORDING TO AGE GROUPS

31
32
33

4
5
6
7
8
9
10
11
12
13
14

BRAND PREFERENCE
PURCHASE OF CADBURY CHOCOLATES
PURCHASE OF NESTLE CHOCOLATES
OVERALL PURCHASE OF CHOCOLATES
FORM PREFERENCE
PACK OF CHOCOLATES PREFERED
PROMOTIONAL OFFERS
FACTORS AFFECTING PURCHASE
MEDIA OF ADVERTISEMENT
FREQUENCY OF CONSUMPTION

34
35
36
37
46
47
48
49
50
51
52

REASONABLE PRICE
15
16

CONSUMERS BRAND LOYALTY

REACTION OF CONSUMERS IF NEW BRAND IS
INTRODUCED

53
54