International Journal of Research ISSN NO:2236-6124

A STUDY ON CONSUMER SATISFACTION

TOWARDS NESTILE CHOCOLATE

P. Abirami & S. Gayathri

STET Women’s College, Sundarakkottai, Manargudi
abi30071996@gmail.com & gayusgr97@gmail.com

ABSTRACT
The present paper is based upon the consumer satisfaction towards nestle chocolate. The customer
is king. The term consumer behaviour that consumers display in searching for purchasing. Using, evaluating
and disposing of products and services that they export will satisfy their needs. The present study is based on
the preference of CADBURY DAIRY MILK among the consumer. A sample survey of 150 respondents was
undertaken to find out the preference of CADBARY DAIRY MILK. The consumer is considered according
to their needs to alter modification additional features to the products that are offered by the company.

KEYWORDS
Consumer satisfaction, chocolates dairy products, nestle, Cadbury.

INTRODUCTION
Nestle ‘s relationship with India dates back to 1912, when it began trading as the nestle auglo swiss
condensed milk company (export) limited, importing and selling finished products in the Indian market.
Marketing has become a pervasive force of guide and even controlling production. The term consumer
behaviour refer to the behaviour that consumers display in searching for purchasing, using, evaluating and
disposing of products and services that they Expects will satisfy their needs. After Indian’s independence in
1947 the economic policies of the India government emphasized the need for local production. Nestle
responded to India’s aspirations by forming a company in India and set up its first factory in 1961 at Moga.
Punjab where the government wanted nestle to develop the milk economy.

OBJECTIVES OF STUDY
To know the customer satisfaction level associated with the product and the customer preference.
To present level of customer satisfaction.
To study the problems faced by the customer.
To find out the consumer preference towards Cadbury products.
To find the extent of brand loyalty of consumers that exists among different chocolate brand.

SCOPE OF THE STUDY

The study based on the questionnaire method. This study covers the consumer satisfaction towards
nestle chocolate with special reference it.
This project was done to find out the consumer preference towards Cadbury products.so the investigator was
interested in conducting this study.

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International Journal of Research ISSN NO:2236-6124

LIMITATIONS OF THE STUDY

The researcher had obtained only 100 questionnairesfrom the respondents. Hence the finding
of the study cannot be generalized.
The sample group was restricted to only.
The sample size was limited to 150 respondents only.
This study is purely based on primary data.

REVIEWS OF LITERATURE
Paul Rozin (1991)in his article states that chocolate is the most craved food females and is
craved by almost half of the female sample Although has craving is related to a sweet craving, it cannot be
accounted for as a craving for sweet.
Sarah hagget (1994) says that a controversial, government endorsed campaign to tackle obesity
by encouraging children to exchange chocolate like Cadbury is capable of delivering wrappers for sports
equipment
Philp k. Wilson (1999) from his view says that in 1753, the noted nosologist, carl Linnaeus, named
it centuries later joannetheobroma cacao, foods of the gods.
Jan wollgast (2000)feels that cocoa beans are rich in particular catechins and proanthocyandins .

Lipp (1998)in his view states that his work reviews the literature on the compositional data of vegetable fats
used or the proposed as alternatives.
DATA COLLACTION
Both primary and secondary data used in the present only.
PRIMARY DATA
Collected are through questionnaire from the 100 respondents.
To cocoa butter in chocolate and confectionary products.
SECONDERY DATA
Data was collected from various journals, books, magazines.
TABLE SHOWING THE HABIT OF EATING CHOCOLATE
HABITS OF EATING NO.OF. RESPONDENTS PERCENTAGE
CHOCOLATE
Yes 144 96
06 04
Total 150 100

SOURCES: primary data

TABLE SHOWING BRAND PREFERENCE FOR CHOCOLATE
Brand No. of respondents Percentage

Cadbury 120 80
Nestle 21 14
Parley 03 02
Others 06 04
Total 150 100
SOURCES:

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International Journal of Research ISSN NO:2236-6124

Primary Data
FINDINGS
It is found majority of respondents (96%)are having the habit of eating chocolate.
It is found that majority of respondents (80%)prefer Cadbury products.

SUGGESTIONS
Many flavours must be introduced.
All variables must be available in all area.
Quantity must be increased to equal the costs.
Many other shaped chocolate are more increased when compered to last year’s price, so the price
should be affordable.
CONCLUSION
A survey of the people has been conducted to known the liking pattern of the two products Cadbury
and nestle . from the study it can be concluded that foreign brands like amul. Which is calculate as with the
help likert scale and the value comes out for Cadbury brand is 144.

REFERENCE
Marketing management - philip Kotler
Research methodology-c.r.kothari
Methodology of research in social science-m.c.carthy
Principles of marketing-r.s.n.pillai&bagavathys.schand&company ltd, newdelhi.

WEB SIDE
WWW.nestle.in
www.business.standard.com
www.cocoaindia.in
www.cadburyindia.com

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