SUMMER INTERNSHIP PROJECT ON

CONSUMER BEHAVIOR RELATED TO CHOCOLATE

CONSUMPTION
Undertaken at

CHOCOEXOTICA

Submitted in partial fulfillment of the requirement for the award of the

degree Of

MASTER OF BUSINESS ADMINISTRATION

BATCH (2017-19)

Submitted by Name of the Industry Mentor

Dave Vivek Dipakbhai Dr. Chintan Shah

MBA Semester II Owner

Enrollment No. 170617200008

Under the Guidance of

Prof. Paresh Patel

Asst. Professor

PARUL UNIVERSITY
FACULTY OF MANAGEMENT STUDIES
P.O. Limda, Tal. Waghodia, District Vadodara-391760

1
 Declaration

I am Dave Vivek Dipakbhai, Enrolment No. 170617200008 from PIMR (MBA),

Semester III of the Parul University, Vadodara hereby declare that the Summer
Internship Report entitled Consumer behavior related to Chocolate consumption is an
original work and the same has not been submitted to any other Institute for the award
of any other degree.

Date: Signature of Student

Vivek Dave

2
 INSTITUTE CERTIFICATE

It is hereby certified that the Summer Internship Report submitted in partial fulfillment of
Master of Business Administration at PIMR, Vadodara by Vivek Dave, Enrollment
No:170617200008 has been completed under my guidance and is Satisfactory.

Date:

Signature of the Guide Signature of the Director

Paresh Patel Dr. Bijal Zaveri
Assistant Professor

3
COMPANY CERTIFICATE

4
 ACKNOWLEDGEMENT

I take this opportunity to thanks my college to provide me this opportunity to make a

project on CONSUMER BEHAVIOR RELATED TO CHOCOLATE

CONSUMPTION. I would like to gratitude all the people who have helped me

throughout the project .I am extremely grateful to my teacher Mr.PARESH

PATEL,for assigning this project to me .The project helped me to gain useful

knowledge about the working of the corporate world. He navigated me throughout the

course of this project and under his guidance, I was able to carry out the project and

prepare the report.

At last I would like to acknowledge my parents, family members and friends who have

been acting as a ceaseless source of inspiration of every moment.

I am highly obliged to all those who helped me out in completing in project…

5
 PREFACE

The summer training of a management studies play an important role in developing her as well
groomed professional. It allows a student to give theoretical concepts a practical in the field of application. It
gives the candidate an idea of dynamic & versatile professional world as well as exposure to intricacies &
complexities of corporate world.
Doing the summer internship at CHOCOEXOTICA was great experience. An opening experience to
the concepts of Marketing department helped me in understanding the concepts that are applied by the
organization since its inception has progressed a lot & is walking guideline of success, as the organization is
marching with the speeds towards the horizon. This division is holding with a greater speed to keep the pace
with the major players in the market.

During the MBA course we are taught dozen of subjects which if not applied properly are a simple
waste of time. Implementing & in learning of concept of marketing in the market provider an opportunity to
practically. I got a chance to apply our theory & acceptance myself with the functioning of marketing in a
period of 7 weeks exposure to the corporate environment. I got a learning of basics of marketing etc.

Real learning places it`s worth only when it gives sweet fruits in future. Summer internship is one
way to learning at work. I enjoyed the interesting experience & every part of it.

6
 TABLE OF CONTENT

Sr No. Particulars Page No.

1. Introduction 9
 Introduction 10
 Objective of Study 11
 Scope of Study 12
 Executive Summary 13
 Company Profile 14-23
2. Review of Literature 24-33
3. Research Methdology 34
 Research Methodology 35-36
 Limitation of the study 37
4. Data Analysis and Interpretation 38-52
5. Summary and Conclusion 53

 Findings 54
 Conclusion 55
 Suggestions & Recommendation 55
6. Bibliography 56
7. Appendices 57-60

7
 TABLE OF CHART

Sr. No. NAME OF CHART Pg. No.

1 LIKING FOR THE CHOCOLATE 39

2 AGE GROUPS 40

3 FORM PREFERENCE 43

4 PACK OF CHOCOLATES PREFERED 44

5 PROMOTIONAL OFFERS 45

6 FACTORS AFFECTING PURCHASE 46

7 MEDIA OF ADVERTISEMENT 47

8 FREQUENCY OF CONSUMPTION 48

9 REASONABLE PRICE 49

10 BRAND LOYALTY 50

11 REACTIONS OF CONSUMERS IF NEW 51

BRAND IS INTRODUCED

8
1. INTRODUCTION

9
1.1 INTRODUCTION

If people thought that chocolates were just restricted to kids think again. According to a recent study
conducted by a major chocolate brand in India the major consumers of chocolates apart from kids
are teenagers and people between the ages of 15 - 35. Chocolates which were considered expensive
once have now become affordable by one and all. Most of the chocolate brands in India produce
chocolates in different sizes that are priced according to their sizes. Chocolates like Diary Milk and
Five Star can be got for just ` 10. Chocolates in India are slowly and steadily substituting the mithai
or traditional Indian sweets. Due to the increasing levels of social consciousness people prefer
gifting well wrapped chocolate packets rather than sweets on occasions and festivals. Taking
advantage of this situation the top chocolate brands in India are now concentrating on the packaging
and are introducing well packaged chocolates for specific occasions.

As consumers, we play a very vital role in the health of the economy local, national or international.
The decision we make concerning our consumption behavior affect the demand for the basic raw
materials, for the transportation, for the banking, for the production; they effect the employment of
workers and deployment of resources and success of some industries and failures of others. Thus
marketer must understand this. In order to become a successful marketer, he must know the liking
or disliking of the customers. He must also know the time and the quantity of goods and services, a
consumer may purchase, so that he may store the goods or provide the services according to the
likings of the consumers. Based on the attribute that different buyer seeks while making purchase
decision, marketers has to device appropriate marketing mix to position their product in the targeted
market(s).

Chocolate Industry:

The chocolate industry is a steadily growing, $50 billion-a-year worldwide business centered on the
sale and consumption of chocolate. It is prevalent throughout most of the world. Most of countries
accounts for 45% of the world's chocolate revenue and the $20 billion. Big chocolate is the
grouping of major international chocolate companies in most of countries. The U.S. companies,
such as Mars and Hershey's alone, generate $13 billion a year in chocolate sales and account for
two-thirds of U.S. production. Despite the expanding reach of the chocolate industry internationally,
cocoa farmers and labourers in the Ivory Coast are unaware of the uses of the beans. The high cost
of chocolate in the Ivory Coast also means that it is inaccessible to the majority of the population,
who are unaware of what it tastes like.

10
 1.2 OBJECTIVE OF STUDY

Primary:
To know Consumer behavior related to chocolate consumption.

Secondary:
To find out factors affecting consumer behavior related to chocolate consumption.
To find out customer satisfaction towards chocoexotica.

11
 1.3 SCOPE OF STUDY

Chocolate consumption is gaining popularity in India due to increasing prosperity coupled with a shift in
food habits, pushing up the country's cocoa imports. Chocolate market in India is pegged at Rs 2,000
crore and is growing at the rate of 18 - 20 per cent per annum. The global chocolate market is estimated
around $80 billion. The Indian chocolate market is seen growing at a compounded annual growth rate of
15-20%. The Indian chocolate market is thought to be worth some R1,500 crore and has been hailed as
offering great potential for Western chocolate manufacturers as the market is still in its early stages. Over
70% of chocolate consumption takes place in the urban areas. Chocolate consumption in the rural areas is
negligible in India. Chocolate market is a highly concentrated market, with Cadbury having 70 per cent
and Nestle around 20 per cent. The two giants have been instrumental in building up the chocolate
market in India with huge investments in product development, advertising and brand building. Modern
trade constitutes about 10% of the overall chocolate category, or roughly Rs 320 crore, according to
Nielsen. Of this, brand Cadbury Dairy Milk has a share of 35%, while Bournville and Silk together
account for 18%.
Indian Chocolate Industry as today is dominated by two companies, both multinationals. The market
leader is Cadbury with a lion's share of 70%. The company's brands like Five Star, Gems, Éclairs, Perk,
Dairy Milk are leaders in their segments. Until early 90's, Cadbury had a market share of over 80 %, but
its party was spoiled when Nestle appeared on the scene. The other one has introduced its international
brands in the country (Kit Kat, Lions), and now commands approximately 15% market share. Bars or
molded chocolates like Dairy Milk, Amul, Nestle Premium, and Truffle account for 35 - 40 per cent of
the total market (in terms of volume). The Count chocolates such as Five Star, Kitkat, Perk etc. is the
next largest segment, accounting for 30 per cent of the total market. Panned chocolates enjoy 10 per cent
of the total market share. In India, chocolates are consumed as excitement / enjoyment and not as snack.
Therefore, more than 75 per cent of chocolate purchases are impulse. Chocolate consumption in India has
nearly trebled since 2005, which is the reason why leading chocolate companies are investing in bringing
premium brands such as Toblerone. Seasonal and boxed assorted chocolates have been experiencing the
fastest growth, and sales are expected to expand 13% between 2010 and 2015. Cadbury India, which has
been on an overdrive to promote its premium brands such as Cadbury Dairy Milk Silk and Bournville, is
now rolling out Toblerone from parent Kraft Foods' stable. The per capita consumption of chocolates in
India, according to Chandramouli Venkatesan, director (snacking & strategy), Cadbury India, has
increased from 40gm per person per year in 2005 to 110-120gm.

However, the launch of Toblerone is in line with Cadbury India's business objective of growing the
premium-gifting chocolate market. Gifting is a Rs 15,000-crore category in India, of which branded
chocolate gifting is about 6%. Cadbury India's share in branded chocolate gifting is 80%. Despite the fact
that Indians have strong affinity for sweets, the size of domestic confectionery market is small on account
of traditional consumer tastes and habits. The Chocolate market in India is a niche market penetrated
largely in urban areas and per capita consumption is low as compared to those in developed countries of
the West. Cadbury India's main source of revenue is its 70% bite of the 23,000 tonnes Indian chocolate
market.
Chocolate advertising rose by 30 per cent during January-November 2017 compared to January-
November 2016. Maximum chocolate advertising was during Raksha Bandhan across 2015 and 2016 and
January-November 2017. 17 per cent more advertising during third quarter 2017 (Raksha Bandhan
festival) compared to first quarter 2017.

12
 1.4 EXECUTIVE SUMMARY

Through this descriptive study we have tried to analyze the various attribute that different buyer seeks
while making purchase of chocolates of different size and quantity for different purposes altogether
with significant differences in favorite brand; flavor; price and place of buying etc. Also, we have
tried to examine the various degree of relationship that exist between the different attributes of the
product that consumer favors and the brand loyalty that consumer have toward his liked brand.

In this I came to know about the consumers need and expectation levels regarding products and
ascertainable levels of consumer satisfaction. I came to know about the modification which consumers
wants as to the quality, packing, shape, color, and quantity etc of their favorite chocolate.

It is observed that overall people like to eat Chocoexotica brand. It is concluded that mostly people
preferred Chocoexotica chocolates due to its flavor/taste, quality and image and due to its hard form.

13
1.5 COMPANY PROFILE

Chocoexotica the homemade chocolate company was born in 2009 out of Drs Chintan and Mayuri
Shah's quest for affordable fine homemade chocolates and chocolate gift boxes at Vadodara in
Gujarat. They took upon their self to make chocolaty delicacies in varied flavors for homemade
chocolates and chocolate gift boxes at Vadodara, Gujarat and offered these to people at economical
rates. While filling a huge gap for homemade chocolates and chocolate gift boxes in the market, they
also filled people’s lives with joy. Today they have expanded to a full-fledged chocolate
manufacturing facility with fully automated homemade chocolate and chocolate gift box production
line catering to both personal and corporate needs with daily production of 100 kg.

They source their raw material for homemade chocolates and chocolate gift boxes from all over the
world to give people a taste of quality with variety. With a medical background, they lay great
emphasis on hygiene and carry out operations of preparation of homemade chocolates and chocolate
gift boxes with a manufacturing license under the Food Safety and Standards Act, 2006. They also
have ISO 9001:2008 certification for their homemade chocolate and chocolate gift box manufacturing
processes. chocoexotica is also registered with registrar of trademarks and CHOCOEXOTICA is their
registered trademark. chocoexotica believe in innovation and attend all major trade shows to learn
from the industry’s best. At chocoexotica their passion for chocolate-making ensures a supply of
amazing products all year round.

Specialties
Chocoexotica’s offerings include flavored and logo-embossed homemade chocolates and chocolate
gift boxes, customized to meet the demands of various clients. From chocolate bouquets to beautiful
chocolate gift packs for occasions such as Diwali homemade chocolate gift packs, Raksha Bandhan
homemade chocolate gift packs, and Valentine’s Day homemade chocolate gift packs, the brand
offers a variety of reasons and ways to gift homemade chocolates. A human touch, combined with
world-class ingredients, is thus the hallmark of Chocoexotica products that are 100% vegetarian.

14
1.5.1 Delivery Information

All orders placed before 12:00 noon will be dispatched on the same day subject to realization of payment.
Orders placed after 12:00 noon will be dispatched by the next day.

For checking your Order Status, Please visit the Order Status page.

For bulk and corporate orders, a personal discussion is mandatory for confirmation of delivery schedule.

They take great pride of their quality of chocolates and will be very happy to replace it if found defective,
but otherwise goods once sold will not be taken back.

All orders dispatched and handled safely by renowned courier services.

Delivery charges will be additional and telephonically confirmed by them before dispatch.

15
 1.5.2 Chocolates

 Classic Indian homemade chocolate with real saffron,pista and cardamom

 Dark chocolates with real roasted nuts
 Homemade chocolate 2 flavours in 1 chocolate
 Homemade chocolate classic indian white chocolate with roasted nuts
 Homemade chocolate with real mint crush
 Homemade chocolate with real orange candy crush
 Homemade chocolate with real resins
 Homemade chocolate with real rice crispys
 Homemade Classic indian plain white chocolate

16
 1.5.3 Packing

 Gifting

Customised Gifting Packs

Airolam Customised 12 Cavity Box

Airolam Customised Box

Airolam Customised Pyramid

17
 Asian Logo Embossed Chocolate

Customised wooden chocolate

Dakshinamurti Pharma Customised Box

Dakshinamurti Tiles Customised Box

18
 Greston Tiles Customised Box

Honda Logo Embossed Chocolate

Hundai Logo Embossed Chocolate

Hyundai Customised Box

19
 Monarch Customised Box

PTSI Customised Box

Valkswagen Logo Embossed Chocolate

Volkswagen Customised Box

20
 1.5.4 Festival Range

 Christmas
 Diwali
 Farali
 Rakshabandhan
 Valantine

21
 1.5.5 Bouquet

 1 Heart Sweet
 3 Heart
 premium
 Regular

22
1.5.6 Reach Chocoexotica

Address:
28, Sundaram Nagar Society, B/h Yash complex,
Gotri road, Vadodara- 390021.
Gujarat, India

Telephone:
+91-953 712 5212
+91-942 632 5002

info@chocoexotica.in

23
2. REVIEW OF LITERATURE

24
 2.1 Attitude and Consumption Patterns of the Indian Chocolate Consumer

Objective: This exploratory study is a pioneering research in the study of chocolate consumption
amongst Indian consumers. Most studies look at chocolate consumption as deviant behaviour. However,
for a developing country like India the frequency and amount of consumption is low; hence the factors
influencing/hindering the consumption are of interest both for academicians as well as practitioners.

Methods: The study went on to analyze the prevailing attitude towards chocolate consumption and tested
the difference in attitude across relevant demographic variables. A cross-sectional consumer survey of
186 Indian chocolate consumers was conducted across the National Capital Region (NCR) of New Delhi,
India.
Findings: Factor analysis of consumer attitudes resulted in two distinct factors—cultural significance of
sweets and chocolate value proposition. Younger consumers were found to be more value seeking as
compared to older consumers.

Conclusion: Taste followed by the brand were the most important criteria while choosing a chocolate and
predominant reason for buying chocolates was for gifting purpose.

25
2.2 Impulse Buying: A Consumer Trait Prospective in Context of Central India

Objective: Impulse buying occurs when a consumer perceives an impulsive and persuasive stimulus
to buy something immediately. The main objective of this study is to figure out the relationship
between consumer trait and impulse buying.

Methods: The studied constructs were refined and validated by exploratory factor analysis
and confirmatory factor analysis. Using SmartPLS 2.0 statistical software, responses from 267
consumers of central India in the proposed research framework were analysed and measured.

Findings: Resulted findings for the constructs, impulse buying tendency, interpersonal influence,
emotional attachment and materialism show significant positive relationship with impulsive buying,
whereas, the construct shopping enjoyment tendency having significant relationship, showed negative
effects. The study findings also support the past research efforts in this field by validating through the
results, especially by considering the significant relationship between consumer traits and impulse
buying for the first time in central India.
Conclusion: Thus, the study presents useful insights to marketers and academicians regarding the
buying behaviour of Indian consumers in a still developing retail sector.

26
2.3 Profiling Customers Based on Their Social Risk Perception

Objective: Past research asserts that social risk is an important determinant of consumer purchase
behaviour; however, the characteristics of consumers who perceive high/low social risk in a
purchase decision have been largely neglected.

Methods: This study examines consumer social risk perception from a sample of Indian consumers
of automobiles. The study segments the consumers using a cluster analysis, and explores differences
between clusters based on consumers’ social risk perception and their psychological, cultural, and
socio-demographic variables. Need for cognition (NFC) and risk-taking tendency are the two
psychological variables focused in the study. The three cultural dimensions considered include
collectivism, power distance, and masculinity.

Findings: The cluster analysis yielded three clusters: high social risk perceivers, medium social risk
perceivers, and low social risk perceivers. High social risk perceivers are found to be the individuals
with high NFC, low risk-taking tendency, high collectivism, low power distance, and high
masculinity. Medium social risk perceivers are the individuals with medium level of NFC, risk
taking tendency and collectivism, and are low on power distance and masculinity. Low social risk
perceivers are the consumers low in NFC, high in risk-taking tendency, low on collectivism, high on
power distance, and low on masculinity. Further, each cluster was cross tabulated with consumer
demographics.

27
2.4 Assessing the Impact of Online Retailer Models on Consumer’s Attitude and Purchase Intentions

Objective: The purpose of this research was to examine the influence of online retailer models on
Indian consumer’s attitude towards retail websites and their purchase intentions.

Methods: Using an online shopping scenario, a case study was conducted on 240 postgraduate
marketing students at an Indian university to evaluate the effects of two online shopping website
factors on the user’s attitude towards retail websites and their purchase intentions.

Findings: The findings of the study suggest that players in the e-tailing business should increasingly
move towards multi category purchase model to increase the purchase intentions of the consumers.
They also need to constantly review and upgrade the services offered to ensure increased intentions to
purchase.

Conclusion: The findings can enable online retailers in India to explore and shape the Internet as the
next big business opportunity.

28
2.5 The effect of the number of ingredient images on package evaluation and product choice

Objective: In the highly competitive context of food product sales in supermarkets, consumers may
have difficulty processing deeply the information on a given package.

Methods: This research examines how the number of ingredients depicted on packaging in addition
to the picture of the whole product impacts its efficacy depending on consumers’ motivation
(hunger), opportunity (via cognitive load), and ability (via need for cognition – NFC) to process
information.

Findings: Three studies find that, under high cognitive load, packages depicting many ingredients
induce more mental taste imagery, heighten purchase intention, and improve taste evaluations.

Conclusion: For consumers with high NFC (vs low), under high cognitive load, packaging not
depicting ingredients (vs five ingredients) is preferred when consumers are motivated by hunger.
Under low cognitive load and whatever the NFC, information is processed centrally and evaluation
does not depend on the number of ingredient images depicted.

29
2.6 Does Corporate Social Responsibility Matter in Buying Behaviour?—A Study of Indian
Consumers

Objective: Triple bottom line is making businesses increasingly conscious about the people, planet
and profit. On one side where earning profits are crucial for organizations, the concept of sustainable
corporate social responsibility (CSR) is also emerging as a major concern for the corporate strategy.
How to strike a balance between the two is one of the major challenges ahead for organizations.
Moreover, Indian consumers are also nowadays becoming more aware about the responsibilities that
a firm should possess. They are not ignorant as they were earlier; media is more vigilant and
companies have now started knowing about the escalating negative effects of neglecting society,
dynamism, building brand reputation by incorporating CSR and increased competition in the
marketing environment for being socially responsible. Therefore, this article is an endeavour to
measure the extent to which Indian consumers are aware about CSR and whether CSR has any
impact on Indian consumers’ actual buying behaviour.

Methods: Data were collected from 232 respondents via a questionnaire.

Findings: The results showed a significant positive effect of independent variables called intensity,
intended loyalty and influence of socially responsible firms on dependent variables which is
consumers’ actual buying behaviour. Regression analysis was carried out to arrive at the result.

Conclusion: In addition to this, the study also found that Indian consumers are aware about the CSR
activities of the organizations. The result also indicated that CSR is one of the determining factors
while purchasing any product or services.

30
2.7 Role of Psychological Factors in Purchase Behaviour

After the government’s decision to allow foreign direct investment (FDI) in the retail sector, attention has
been focused on this sector. This is a red signal for the organised and unorganised players in India as the
weapon of private label will be a game changer in the near future. Private labels are not new to the Indian
consumers as most of the Indian giants have equipped their stores with it.

Objective: The main objective of the research is to find out the role of psychological factors in purchase
behaviour with reference to private label apparels. It further investigates the reliability and validity of the
scale designed to measure the psychological factor responsible for private label apparel purchase
behaviour.

Methods: After review of literature, focus group and expert discussions were conducted to identify
psychological factors and their influence on private label brand purchase behaviour. A total of 9
psychological factors were derived after the preliminary study and were included in the questionnaire.
The questionnaire was designed using five-point Likert scale and survey was carried out in different
organised apparel retail stores in Ahmedabad, Gujarat.

Findings: Private labels in food and grocery have been successful in the Indian market and brands in
many more categories have come into the world’s largest consumer market.

Conclusion: Private label studies have investigated grocery products, food products and routine
consumables like dairy products and staples.

31
2.8 Impact of Brand Image on Consumer Decision-making

In the field of high-technology and high-involvement products, launch of new products is seen as
very high. For any high-involvement product category, the decision-making time is normally long
and customers generally evaluate the information available very cautiously. They also involve in
active information search process. The risk associated with such decision is very high. Here the word
high technology is set to mean ‘sophisticated knowledge associated with some general field of
endeavour’ and marketing of such high technology driven products is being faced by growing set of
complexities. Again one of the major advantages any reputed brand enjoys compared to other non-
reputed brands is the association of psychological assurance.

Objective: This article tries to find out the influencing factors of buying high- technology and high-
involvement products.

Methods: The usage of multiple electronic gadgets in every household is an example of such growth
and emphasizes the importance of responsible marketing of high-technology products to cater to such
needs. Even high-tech companies that understand the importance of marketing face uncertainty and
complications in making marketing decisions and also in the understanding of consumer
requirements.

Findings: Customers develop trust on reputed brands. The role of brand image in influencing the
consumer’s decision- making of high-technology products is extremely correlated.

Conclusion: This article classifies the high-technology customers based on their decision-making
styles and their acceptance of extended brands.

32
2.9 The Effect of Deals and Moods on Compulsive Buying: A Study on Young Indian Consumers

Objective: The present study is an attempt to establish the relationship between deals and moods on the
compulsive buying behavior.

Methods: A total of 172 subjects responded to the structured questionnaire conducted mainly through
online methods. Established scales of moods, compulsive buying, etc. were validated before use in
measuring these constructs.

Findings: Contrary to the established Western literature, young Indian consumers were not found to be
affected by moods either directly or indirectly. There was neither any main nor interaction effect of moods
on compulsive buying. However, deals had a significant main effect, meaning more deals lead to more
compulsive buying. This finding is in line with even national brands offering seasonal and festival sales.
The effect of demographic variables including gender was also non-significant. This again is a departure
from the existing literature which states females to be more compulsive buyers when compared with their
male counterparts.

Conclusion: Managerial implication in targeting student population is to promote deals without

differentiating customers further on demographic practice.

33
3. RESEARCH METHODOLOGY

34
 3.1 Research Methodology:

This chapter describes the methodology of the study. This project is based on information collected from
primary sources. After the detailed study, an attempt has been made to present comprehensive analysis of
consumption of Chocoexotica chocolates consumed by the people. The data had been used to cover various
aspects like consumption, consumer’s preference and customer’s satisfaction regarding Chocoexotica
chocolates. In collecting requisite data and information regarding the topic selected, I went to the residents
of Vadodara and collected the data.

Problem Statement:

To know Consumer behavior related to chocolate consumption.

Objective of Study:
Primary:

To find out consumer buying behavior related to chocolate consumption.

Secondary:

To find out factors affecting consumer behavior related to chocolate consumption.

To find out customer satisfaction towards chocoexotica.

Research design:

The study is a cross sectional study because the data were collected at a single point of time. For the purpose
of present study a related sample of population was selected on the basis of convenience. Research design I
have used is Descriptive Research Design.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience and out of those, 95 were liking chocolate.
The actual consumers were contacted on the basis of random sampling.

Research Instrument:

This work is carried out through self-administered questionnaires. The questions included were dichotomous
and offered multiple choices.

35
Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source: The primary data comprises information survey of “Consumer behavior realated to
chocolate consumption”. The data has been collected directly from respondent with the help of structured
questionnaires.

Secondary Source: The secondary data was collected from internet, References from Library.

Data Analysis Tool:

The data is analyzed on the basis of suitable tables by using mathematical techniques. The technique that I
have used is bar technique. I have used MS Excel as a tool for data analysis.

Sampling Technique:

Convenience Non Probability Sampling.

36
3.2 Limitation of the Study:

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind.
Nevertheless, despite of fact constraints were at play during the formulation of this project. The main
limitations are as follows:

 Due to limitation of time only few people were selected for the study. So the sample of
consumers was not enough to generalize the findings of the study.
 The main source of data for the study was primary data with the help of self- administered
questionnaires. Hence, the chances of unbiased information are less.
 People were hesitant to disclose the true facts.
 The chance of biased response can’t be eliminated though all necessary steps were taken to
avoid the same.

37
4. DATA ANALYSIS & INTERPRETATION

38
 LIKING FOR THE CHOCOLATES

Liking for the Chocolate Yes No

Number of 95 5
Respondents(%)

Liking For the Chocolate

95
Number of Persons

100
80
60 Yes
40 No

20 5
0
Re1
sponse

Chart:1

From the above analysis of the given sample of 100 respondents it is concluded that out
of 100 people 95 people likes to eat chocolate while only 5 people don’t prefer to eat
chocolate.

39
 DIFFERENT AGE GROUPS
AGE GROUPS 0-10 10-20 20-30 ABOVE 30
NUMBER OF 14 42 33 11
RESPONDENTS
(%)

AGE GROUPS

RESPONDENTS 50 42
NUMBER OF

40 33
30 0-10
20 14 11 10 to 20
10
0 20 to 30
Above 30
1
AGE GROUPS

Chart:2
According to the above analysis it is concluded that I have surveyed 100 respondents out
of which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.

40
 INFLUENCING FACTORS DURING PURCHASE

FACTORS AVERAGE(%) RANK

FLAVOR/TASTE 4.58 1
PRICE 3.1 9
QUALITY 4.12 2
PACKAGING 3.62 4
FORM 3.17 7
BRAND 3.73 3
IMAGE 3.62 4
COLOR 3.13 8
SHAPE 2.82 10
QUANTITY 3.6 6

According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, brand and image. It is surprised to know
that very few people are influenced by price followed by shape of the chocolate.

41
 FACTORS GIVING MOST SATISFACTION TO CONSUMERS

FACTORS AVERAGE(%) RANK

FLAVOR/TASTE 4.81 1
PRICE 3.6 4
QUALITY 3.86 2
PACKAGING 3.56 5
FORM 3.49 7
BRAND 3.77 3
IMAGE 3.45 9
COLOR 3.49 7
SHAPE 3.52 6
QUANTITY 3.45 9

According to the above analysis it is concluded that on an average people are most
satisfied with the flavor/taste of a chocolate followed by quality and brand. It is
surprising to know that although people are satisfied with quality but unsatisfied with the
quantity.

42
 FORM PREFERENCE

FORM OF CHOCOLATE NUMBER OF

RESONDENTS(%)
HARD 33
NUTTIES 25
CRUNCHY 29
CHEW 20

Form of a Chocolate Prefered by People

40 33
Consumers
Number of

29 HARD
30 25
20 NUTTIES
20
CRUNCHY
10
CHEW
0
1
Forms

Chart:3
According to the above analysis it is concluded that most of the people likes to eat hard
chocolate and chew form of a chocolate is least preferred.

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 PACK OF CHOCOLATES PREFERED

PACK SIZE NUMBER OF RESPONDENTS(%)

SMALL 28
BIG 48
FAMILY PACK 19

Pack of Chocolate Pre fe red

60
48
Consumers

50
Number of

40 SMALL
28
30 BIG
19
20 FAMILY PACK
10
0
1Pack

Chart:4

According to the above analysis it is concluded that out of sample of 95 people who eat
chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.

44
 PROMOTIONAL OFFERS

PROMOTIONAL OFFERS NUMBER OF RESPONDENTS(%)

FREE GIFTS 52
PRICE OFFER 23
ANY OTHER 20

Effect of Promotional Offers while

Purchase
Purchase
Number of Consumers

60 52
50
40 FREE GIFTS
30 23 PRICE OFFER
20
20 ANY OTHER
10
0
Promo1tional Offers

Chart: 5
According to the above analysis it is concluded that out of sample of 95 people who eat
chocolate 52 are attracted by free gifts, 23 by price offers while 20 were attracted by
some other reasons.

45
 FACTORS AFFECTING PURCHASE

FACTORS NUMBER OF
RESPONDENTS(%)
ADVERTISEMENT 65
SUGGESTION FROM FRIENDS AND 16
RELATIVES
ATTRACTIVE DISPLAY 11
DOCTORS ADVICE 15
BRAND AMBASSADORS 9
INGREDIENTS 25

ADVERTISEMENT
Factors Affecting Purchase
Number of Consume rs

80 65 SUGGESTION
FROM FRIENDS
60 AND RELATIVES
ATTRACTIVE
40 25 DISPLAY
DOCTOR'S
20 16 11 15
9 ADVICE
BRANDAMBASS
0 DORS

1Factors
INGREDIENTS

Chart: 6
According to the above analysis it is concluded that Advertisement is the best measure to
attract customers to purchase more. Its impact is much more than other factors. While
friends and relatives and brand ambassadors also play a significant role in this regard.

46
 MEDIA OF ADVERTISEMENT

MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS(%)

TELEVISION 82
NEWSPAPERS 7
BROCHURES 3
HOARDING 4
DISPLAY 15

Media of Advertisement influencing the Purchase

Number of Customers

100
82
80 Television
Newspapers
60 Brochers
40 Hoarding
15 Display
20 7 3 4
0
Media O1f Advertising

Chart:7
According to the above analysis it is concluded that television emerges as the best media
for advertisement of chocolates that compel consumers to buy. It is much more than other
ways as out of 95 respondents 82 are attracted to by through television media while
brochures are the least attracting media.

47
 FREQUENCY OF CONSUMPTION

FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS(%)

ONCE IN A FORTNIGHT 16
DAILY 17
WEEKLY 39
MONTHLY 18
QUARTERLY 5

Frequency of Consumption

50
39
40
Consumers
Number of

Once in a
30 fortnight
Daily
16 17 18
20
Weekly
10 5
Monthly
0
1Frequency Quarterly

Chart:8
According to the above analysis it is concluded that mostly people purchase chocolates
weekly. Only 15 out of 95 purchase chocolates quarterly.

48
 REASONABLE PRICE

PRICE OF CHOCOLATE NUMBER OF RESPONDENTS(%)

BELOW 5 6
5-10 23
10-20 51
20-30 4
ABOVE 30 11

Reasonable Price

60 51
Below5
Numbe r of
Consumers

50
40 5 to 10
30 23 10 to 20
20 11 20 to 30
10 6 4
Above 30
0
1Price

Chart: 9
According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the
reasonable price of a chocolate. So it must be worthwhile to know this as it may effect the
sale of chocolates.

49
 CONSUMER’S BRAND LOYALTY

BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS(%)

POSTPONE YOUR PURCHASE 26
SWITCH OVER TO OTHER BRANDS 24
GO TO OTHER SHOP FOR SEARCH 45
OF PREFERED BRAND

Brand Loyalty
Number of consumers

50 45 Postpone Purchase
40
30 26 24 Switch Brand

20
Search in other
10 Shop
0
Action o1f Consumers in
absence of Prefered Brand

Chart:10
According to the above analysis it is concluded that mostly people are loyal to the brand
as in the absence of availability of their preferred brand mostly people like to search for it
or they are ready to postpone their purchase.

50
 REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

SHIFT TO NEW BRAND OF THE NUMBER OF RESPONDENTS(%)

PREFERED PRODUCT
NO, NOT AT ALL 35
MAY CONSIDER 27
NO, SHALL NOT 4
CAN’T SAY 29

Reaction of consumers if new brand

is introduced

40 35
Number of Consume rs

27 29 No, Not at all

30
May Consider
20 Shall Not
Can't Say
10 4
0
1 Reactions

Chart:11
According to the above analysis it is concluded that mostly people are addicted to the
same flavor or taste and they don’t want to change it as out of 95 respondents 35 are not
ready to try new brand at any cost.

51
 REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS

All the consumers why they continue to buy the old brand gave various important
reasons. The most important reasons given by the consumers were:
 Taste/Flavor
 Brand
 Image
 Quality
 Packaging

52
5. SUMMARY & CONCLUSION

53
5.1 Findings:

 CONSUMER RESEARCH:
Consumer research deals with consumer and their
problems and solution to the problems. In this I came to know about the
consumers need and expectation levels regarding products and ascertainable
levels of consumer satisfaction.

 PRODUCT RESEARCH:
Under product research I came to know about the
modification which consumers wants as to the quality, packing, shape, color, and
quantity etc of their favorite chocolate.

 PRICING RESEARCH:
This includes ability to consume, to pay for the product,
how much a person can spend on his/her favorite chocolate. In this I have tried to find
out consumer’s price expectations and reactions.

 ADVERTISING RESEARCH:
Under this I have concluded that whether the
advertisement appeals the consumers or not. This also includes evaluating and
selecting the proper media-mix and measuring advertising effectiveness.

54
5.2 Conclusion:
A survey of the people has been conducted to know the liking pattern of the products of
Chocoexotica. It is observed that overall people like to eat Chocoexotica brand. It is
concluded that mostly people preferred Chocoexotica chocolates due to its flavor/taste,
quality and image and due to its hard form.
It is thus concluded from the facts collected that mostly people refer to buy big pack of
their favorite chocolate, and sometimes some of them go for small and family pack.

5.3 Suggestions & Recommendations:

Company should concentrate more on television for advertisement, as mostly

people get attracted through television only.
For promotional offers, company should go for free gifts rather than going for
other ways.
Chocoexotica company should concentrate on its packing as people are least
satisfied with it.
People are unsatisfied with the price and quantity of chocolate so companies
should concentrate in this regard also.

55
 BIBLIOGRAPHY

www.chocoexotica.in
www.ukessays.com
http://journals.sagepub.com
http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
http://www.google.com
www.packagingtechnology.com

56
 APPENDICES
 Questionnaire

Project Report on “Consumer Behavior Related to Chocolate Consumption”

Que1. Do you like to eat chocolate?
Yes No

Que2. How much importance do you give to the following factors when you purchase a
chocolate? (Tick in the desired column)

Factors Very Important Normal Least None

Important Important
Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity
Que3. How much are you satisfied with the following factors in your preferred
chocolate? (Tick in the desired column)
Factors Very Satisfied Normal Least Can’t Say
Satisfied Satisfied
Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que4. Which form of a chocolate do you like?

Hard Nutties

Crunchy Chew

Que5. What pack do you purchase?

57
 Small Big Family Pack

Que6. Which promotional offers attract you most?

Free gifts Price Offer Any other

Que7.Which of these factors affect your purchase?

 Advertisement

 Suggestion from friends and relatives

 Attractive Display

 Doctors Advice

 Brand Ambassadors

 Ingredients

Que8. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

Que9. How frequently do you purchase chocolates?

Once in a fortnight Daily
Weekly Monthly
Quarterly

58
Que10. What according to you is the reasonable price of chocolate?

Below5 5-10 10-20

20.30 Above 30

Que11. If your preferred brand is not available for repeat purchase 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. If another brand of the same product appears in the market, will you prefer to stop
buying this brand and buy the new brand?
No, not at all I may consider

No, I shall not can’t say

Que13. If you don’t like to change to the new brand, then what are the reasons for
continuing to purchase the old brand?

59
Q 14. Which flavor of chocolate do you like the most?

Choco Mango Orange

Pan Other
Q 15. Do you agree with the statement that ‘Chocolate consumption may create health related issues?’
Strongly Agree Agree Neutral
Disagree Strongly Disagree

PERSONAL DETAILS

Name:
Address:
Age:
Between 0-10 Between10-20
Between 20-30 Above 30

Gender:

THANKS

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