“A STUDY ON CONSUMER PREFERENCE

TOWARDS CADBURY PRODUCTS”

A PROJECT REPORT

Submitted to

UNIVERSITY OF MADRAS

In partial fulfillment of the

Requirement of the award of

MASTER OF COMMERCE

SUBMITTED BY

J. JENIFER

(532200375)

Under the guidance of

Mrs. LINTA JOSEPHINE

Department of commerce

C.S.I EWART WOMEN'S CHRISTIAN COLLEGE

MELROSAPURAM

APRIL-2024
 BONAFIDE CERTIFICATE

This is to certify that the project work entitled “A STUDY ON

CONSUMER PREFERENCE TOWARDS CADBURY PRODUCTS”
submitted to the university of Madras as partial fulfillment of the
requirements for the award of the degree of MASTER OF COMMERCE
is a record of original research work done by MISS. J.JENIFER during
the period 2022-2024 in the department of commerce, C.S.I EWART
WOMEN'S CHRISTIAN COLLEGE, MELROSAPURAM under my
supervision and guidance and the project work not formed the bias for the
award of M.com ( General) fellowship or other similar title to any
candidate of Madras University.

H. O.D PRINCIPAL

INTERNAL EXAMINER EXTERNALEXAMINER

 DECLARATION

I hereby declared that the project work on the topic entitled “A STUDY
ON CONSUMER PREFERENCE TOWARDS HORLICKS”
is an original work done by me. The project is submitted in partial fulfillment
of the requirements of the award of M.com (General), University of Madras,
Chennai.

DATE:

PLACE:

SIGNATURE
(J. JENIFER)
 ACKNOWLEDGEMENT

In the accomplishment of this project successfully, many people have

upon me their blessings and the heart pledge support, this time I am utilizing
to thank all the people who have been concerned with this project.

Primarily, I would thank God for being able to complete this project
with success. Then I would like to thank our Principal
and Guide Mrs. LINTA JOSEPHINE M.com, M. phil, B.Ed,SET whose
valuable guidance has been the one that helped me patch this project and
make it full proof success. Her suggestions and her instructions have
served as the major contributor towards the completion of the project.

Then I would like to thank my parents and friends who have helped me
with their valuable suggestions and guidance has been very helpful in various
phases of the completion of this project.
 BLE OF CONTENT

S1No CONTENT PAGE NO

List of Tables

List of Figures

CHAPTER 1 INTRODUCTION

CHAPTER 2 REVIEW OF
LITERATURE
CHAPTER 3 INDUSTRIAL PROFILE

CHAPTER 4 DATA ANALYSIS AND

INTERPRETATION
CHAPTER 5  FINDINGS,
 SUGGESTIONS
 CONCLUSION
BIBLIOGRAPHY

APPENDIX
LIST OF TABLES
TABLE NO TITLE PAGENO
4.1 Age group of the respondents 1
5
4.2 Gender of the respondents 1
6
4.3 Purchase rate of Horlicks 1
7
4.4 Most preferred Horlicks 1
8
4.5 Factors affecting habit of purchase of 1
people 9
4.6 2
Number of Horlicks products purchased in 0
a week
4.7 Most preferred Horlicks 2
1
4.8 Best Horlicks chocolate 2
2
4.9 Health conscious behaviour of people 2
3
4.10 Satisfaction rate of Sugar-free Horlicks 2
4
4.11 2
Consumer’s mode of knowing about 5
Horlicks products
4.12 Satisfaction level regarding Horlicks 2
products 6
4.13 Effect of price 2
7
4.14 Whether Horlicks products are highly 2
priced 8
4.15 Repeatness of purchase 2
9
4.16 Reasons to buy more products 3
0
4.17 Marketing behaviour influencing buying 3
1
Behavior
4.18 3
Whether festive season advertisements are 2
better than normal ones
4.19 Most appealing mode of Horlicks 3
3
Advertisements
4.20 Interest of customers in recommending 3
Horlicks products for their friends and 4
Relatives
4.21 Future purchase of Horlicks products

4.22 Chi square test

 CHAPTER-1

INTRODUCTION
 1.INTRODUCTION:

Horlicks is the leading Health Food Drink in India and as the 'Most Trusted Drinks
Brand' (Economic Times Survey, 2004) in India. Horlicks enjoys more than half of
the Health Food Drink market.

Although it has been a popular brand in the Indian market since the 1930s, Horlicks
underwent a revamp in 2003 to further increase its relevance. The modern &
contemporary Horlicks offers 'pleasurable nourishment' with a delicious range of
flavors including Vanilla, Toffee, Ela chi and Chocolate.

Horlicks is made from wheat, milk and malted barley. Horlicks is widely known as an
easy to prepare malted food drink. It is fortified with iron and eight essential vitamins
with twice as much as calcium in fresh milk.

Horlicks is still the world's most widely consumed malted milk product. For over 50
years, generations after generations of children wakeup to amug of Horlicks prepared
by mothers in their own special way, yet providing the same nourishing goodness
unrivalled by any competitive products.

Horlicks is a nourishing malted food drink which combines the wholesome goodness
of malted barley, wheat and dairy ingredients. The malting of barley through the
natural process of germination releases enzymes.
9
 These enzymes break down complex carbohydrates to simple sugars that are easily
assimilated by the body, making Horlicks easily digestible. Horlicks drinks provide a
modicum of vitamins A, C, D, B12, plus calcium, iron, thiamine, riboflavin, niacin,
folate, and dietary fibre. As fresh milk.

With revitalized packaging synergistic with the new brand personality, it is a

favoritewith both mothers for its nourishment and kids for its great taste and variety.

10
1.1 SCOPE OF THE STUDY:
In this research, investigation was conducted to know the position of
consuming habits towards Horlicks products. The scope is to analysis the
consumer preference the products concentrated with special reference to
Chengalpattu area.

1.2OBJECTIVES:

o To find out consumer buying behavior of Horlicks product in Coimbatore

City.
o To identify the reason for consuming the Horlicks product.
o To know the opinion about the price of Horlicks product.
o To identify the attractive media of advertisement of Horlicks.
o To identify the consuming this product more.
o To provide the suggestions to get an improvement in the existing trend.

1.3HYPNOSIS OF THE STUDY:

There is significant difference between Gender and Customer

satisfaction towards Horlicks (Chi square analysis)

H0: There is no significant relationship between gender and level of

customer satisfaction of horlicks product.

H1: There is significant relationship between gender and level of customer

satisfaction of horlicks product.

1.4 METHODOLOGY:

In this research convenience sampling method were used. 100

respondents were chosen for this study. To collection of data from the
respondents well-structured Questionnaire were used in order test to
hypothesis chi-square test were used.

11
1.5 DATA COLLECTION:

Primary Source:
Primary data collected through questionnaires.

Secondary Source:
It has been collected from magazines, journals, websites, report,
research studies, etc.

1.6 SAMPLE DESIGN

1.6.1 NATURE OF POPULATION:

Male & Female members of Chengalpattu area selected as the

population. Population infinite.

1.6.2 METHOD OF SAMPLING:

Convenient sampling method is used.

1.6.3 SAMPLE SIZE:

Sample size is limited to 100 respondents.

1.7. TOOLS FOR ANALYSIS:

The analysis of the data done by using percentage analysis and Chi square
test (approach statistical tool).

12
1.8. LIMITATIONS :
Sample group was restricted to Chengalpattu area only.
Only the consumers view point was considered and not of any
shop keepers, companies were taken.

1.9 CONTENT:

Chapter 1- Introduction

Chapter2- Review of Literature

Chapter 3- Company profile & Industry profile

Chapter4- Data analysis and Interpretation

Chapter5- Findings ,Suggestions and Conclusion

13
 CHAPTER – 2

REVIEW OF LITERATURE

14
 REVIEW OF LITERATURE

2.1 CONCEPTUAL REVIEW:

A conceptual framework illustrates the expectations of customers such as

likes & dislikes, motivational factors that encourage customer purchasing
decisions.
For instance:
A customer needs a Lehenga and they will be selecting by considering a
particular style, brand and color. Consumer preference describe the reasons
for the choices people make when selecting products and services. By
analyzing the factors that determine consumer preferences helps business
target their product towards specific consumer groups, develop new products
and identify the reasons behind the success of certain products than others.

15
2.1.1 FACTORS AFFECTING CONSUMER PREFERENCE:

a) Advertising:

Advertising plays an important role in consumer preference especially

for non-durable goods such as food or magazines advertising in forms
consumers of available goods and services and also shapes their
impressions of those products. Advertising can also create demand.

For example:

A consumer may not have wanted a new cell phone until he saw
flashy new phones on TV.
b) Social Institution:
It includes parents, friends, schools, religion and television shows
which influence consumer preference.
c) Cost:
Consumers usually choose to purchase more of a good if the price
falls.
For example:
A sale or reduced prices may increase consumption of a good. On the
other hand, an increase in price may cause reduced consumption,
especially if the good has available institutions.
d) Consumer income:
Consumers often desire more expensive goods and services when their
income increases. If they suffer a decrease in income, they are more
likely to choose less expensive goods and services.
For example:
A business selling luxury goods, such as jewelry, will probably be
more successful in a high-income area than a low-income area.
16
e) Available Substitutes:
If a product has several substitutes, consumers will be more sensitive
to changes in price. However, if consumers do not perceive similar
products to be effective substitutes, they will be less likely to switch to
a substitutes based on price ( For example, consumers who do not
think Coke and Pepsi are equally delicious).This concept is called the
price elasticity off demand.
f) Navigation:
Navigating and browsing your store should be a straight forward and
simple process. This includes providing users who know what they
want with an effective keyword search or filters but also integrating
solutions that guide ensure shoppers to help them identify suitable
products quickly. A website that's difficult to navigate will only lead
to customer frustration and loss of potential customers.
g) Accessibility:
You need to ensure that customers are able to find and access your
product and services efficiently, without barriers and friction, on their
preferred channel. Also make sure they can reach your company and
obtain good service whenever they have a question or need assistance
to make a purchase decision.
h) Language:
Speaking to your customers in their preferred language is pivotal for
your business more than 50% of customers won't make a purchase if
information about a product isn't available in their language i.e.
without great communication there can't be no great customer
experience.

17
i) Convenience:
It is an essential element of a positive customer experience. It
influences how customers make decisions about what to buy, what
services to use, where to go, and with whom to engage.

j) Personalized:
It's kind of shoppers want personalized experience in a sphere in
which so many business and personal interactions can be anonymous.
By personalizing the experienced sharing the right content, at the right
time with the right people, you can make interactions faster, easier and
more efficient for your customers. This results in increased customer
satisfaction and the likelihood of repeat visits.
k) Real time:
If you want to capture the attention of your audience think about how
you can take average of real-time experiences. It's about showing
increasingly important to the modern customer. They expect real time
response and faster solutions.
l) Logic:
There is a difference between emotional customer satisfaction and
logical customer satisfaction. Emotionally satisfied customers are
extremely satisfied with the product and services the company
provides and have a strong emotional attachment to the company.
Logically (or rationally) satisfied customers may be extremely
satisfied with the company but lack the strong emotional connection
of customers who are emotionally satisfied. They have no reason to
remain loyal.

18
m) Choice:
The more choices you can give your customers during the buying
process, the more likely they are to free in control of the experience
that they have with your brand. However, when offering choices make
sure to support your customers and enable them to figure out the
optional choice that is right for them.
n) Community:
Today customers do more and more research online before they make
a purchase. It's important to consider the community that exists around
your brand. Even if you don't have an active part in building your
community on social media, and review forms.

19
 CHAPTER – 3

INDUSTRIAL PROFILE & COMPANY

PROFILE

20
 INDUSTRIAL PROFILE & COMPANY PROFILE

3.1 INDUSTRY PROFILE:

The health drink is oral liquids which are classified as elixirs or lemonades and so on,
which are peculiar to Japan and differ from other liquids to glass a dose of drug. It has
mainly been divided into two classes by glassed volume (dosage) in the bottle.
One class is the drink tonic which is the capacity of 100 ml and another is the mini-
drink tonic which is 50 ml endless. In addition, oral liquid glassed with an ampule is
called the ampule tonic. Such drugs were thought to appear after World War II and
have been widely known since 1960.However, tonics which had consisted of recipes
like the present health drink were shown to exist before World War II. Thus, it was
considerable that such prescription formulas were also applied to the ampule tonic and
drink tonic. On the other hand, one of the important problems with health drugs was
how to make their taking easy in its development. Further, it was necessary to add to
acid antiseptic and high content of sugar etc., because the liquids generally had been
putrescible. It might be one of the reason for their appearances that it was allowed to
produce a liquid which was stable and made its taking easier to be released from the
above limit by the introduction of a dose-glassed liquid. In 1960, the Ampule tonic
quickly became popular and the drink tonic followed. It was probably caused by
changes on the standard and style of living involved the enhancements of the labour
time, purchasing power and sense on the health and
active propaganda of the manufacturers. In this way, the market has satisfactorily exp
anded. However, because such medicines liked beverages appeared, it was difficult to
distinguish their differences since 1965. Therefore, the Ministry of Health and
Welfare has performed some administrative guidance. In 1978, it regulated new
approval of the production of 100 ml drink tonics, which led to the appearance of the
mini-drink tonic. Its market rapidly expanded since 1985.In 1991, its scale reached
about 200 billion yen on both drink tonics and the sale volume was 20% at drug stores
in Japan. The health drink is supporting the economic foundation of drug stores at
present.

In 1873 James Horlick, a pharmacist with his brother William established a company
& W Horlicks in Chicago, USA to manufacture
a “malted milk drink”, which claimed to
promote sleep. In 1883 they got patent for this product. Horlicks was thus the first
invented to substitute milk baby food. In 1890 the product was imported to the United
Kingdom and latera factory was established in slough, Berkshire, England
21
 3.2 COMPANY PROFILE:

Further information:
Glaxo Wellcomeandcompanies Burroughs Welcome & Company was founded in
1880in London by the American pharmacistsHenryWellcomeand Silas
Burroughs. The Welcome Tropical Research Laboratories opened in 1902.
In 1959 theWellcome Company bought Cooper, McDougall &Robertson Inc.
New York to North Carolina in 1970, and the following year another research centre
was built.
Glaxo was founded inBunnythorpe, New Zealand, in 1904.
It was originally a baby food manufacturer processing milk into a baby food of the
same name: the product was sold under the slogan "Glaxo builds bonny babies" from
1908.
Still visible on the main street inBunnythorpe is a dairy factory (factory for drying and
processing cows' milk into powder) with the original Glaxo logo clearly visible; it is
now a car repair shop.

Glaxo became Glaxo Laboratories and opened new units in London in 1935. Glaxo
Laboratories bought two companies, Joseph Nathan and Allen & Hanburysin 1947
and 1958respectively. After the company bought Meyer Laboratories in 1978, it
started to play an important role in the US market. In 1983 the American arm, Glaxo
Inc., moved to Research (US headquarters/research) and Zebulon (US manufacturing)
in North Carolina. BurroughsWellcome and Glaxo merged in 1995 to form
GlaxoWellcome, which opened its Medicine Research Centre that year in
Stevenage England. Three years later GlaxoWellcome bought Company in Poland.

Smith Kline Beecham

In 1843Thomas Beechamlaunched his Pills laxative in England giving birth to

theBeecham Group.
Beecham opened its first factory inSt Helens, Lancashire, England, for rapid
production .

22
GSK - A Flashback

1865: William and James Horlicks started the company

1875: Business moved to Racine, Wisconsin for its supply of spring water

1883: William was given a US patent for Horlicks being the first Malted milk drinks
mixing powder

1906: Factory constructed at slough UK

1909: Horlicks became popular in north pole and south pole expeditions as provision

1921: Death of James led the company to split, William having the AmericasAnd the
sons of James the rest of the world

1931: “Night Starvation” was a story developed to promote Horlicks as a bed time
drink

1945: Company acquired by British Horlicks business

1952: Horlicks was said to cure gastric ulcers and some forms of diabetes

1960: Factory established in Punjab to make Horlicks from Buffalo Milk

1968: Factory built in Bangladesh and Pakistan to satisfy local demand

1975: factory built in Andhra Pradesh 2000: Glaxo and Smith line merger

23
 PRODUCT PROFILE

o Horlicks was first invented to substitute milk as baby food

o The brand has been endorsed by Amitabh Bachchan on the radio

(1960-70), Moon Moon Sen and her daughters Raima and Riya (1980s)
and Vishwanathan Anand

o In India, over to billion cups of horlicks are drunk every year!

o Biggest market is India

o 6th most trusted brand in India (AC Nelson)

o More than 50% market share in health drink market

o The Great Family Nourisher ‘Horlicks is the leading Health Food

Drinking India and as the 'Most Trusted Drinks Brand'(Economic
Times Survey, 2004) in India, enjoys more than half of the Health
Food Drink market. Al

24
HORLICKS MISSION STATEMENT:

 Best quality products.

 Bringing innovation with love.
 Employees’ well-being.
 Earning the goodwill of their customers.

HORLICKS VISSION:
Horlick’s vision statement is “Working together to create brands people
love”. The company’s vision outlines that they value everyone they are
associated with, from stakeholders to consumers. They are passionate
about winning the hearts of the people by continuously improving.
 Being close to people’s heart.
 Valuing people
CORE VALUES:
 They believe in ethical business practices and work with
integrity to remain the people’s favorite and a top giant of the
health food drink industry.
 Horlicks comprises calcium that helps keep the bones and gums
healthy and strong.
 The iron material at Horlicks enhances the flow of red blood
cells within the human body and increases hemoglobin level.
 The pantothenic acid that's within Horlicks helps release energy
in the food.
 Horlicks promises to make improvements to suit the changes in
people’s mindset and the market demands.
 The company believes in spreading happiness, joy, and bliss
through the sweetness of healthy drink.
25
 3.2.1 STRENGTH

1. Horlicks has got a strong backing of parent company GSK Consumer

2. UK, India, Hong Kong, Australia etc. are some places where Horlicks is supplied
3. Horlicks has many variants i.e. class malt, chocolate, Cesar bad am, elaichi etc.
4. Strong branding & promotion have increased brand awareness of Horlicks
5. Excellent distribution network means Horlicks can be purchased from supermarkets,
grocery stores etc.
6. Online presence has encouraged people to buy it
7. Horlicks has products for growing kids, mothers & women

Above are the strengths in the SWOT Analysis of Horlicks. The strengths of Horlicks
look at the key internal factors of its business which gives it competitive advantage in
the market and strengthens its position

3.2.2 WEAKNESS:

1. Limited market share owing to strong competition in the sector

2. Horlicks is not as widely available globally as compared to its global
competitors.These were the weaknesses in the Horlicks SWOT Analysis. The
weaknesses of a brand are certain aspects of its business which it can improve
3. Overdependence on core business. Unrelated diversification was not successful
because of the strong association of core brand with health benefits

26
 3.2.3 OPPORTUNITIES:

1. Horlicks can increase its presence in Europe & Americas

2. Different packaging styles can help increase sales of Horlicks
3. Diversifying into health snacks can also help the brand catch the market

Above we covered the opportunities in Horlicks SWOT Analysis. The opportunities

for any brand can include prospects of future growth

3.2.4 THREATS:

1. Intense competition can reduce market share of the brand

2. Alternate health drinks can decrease the sales of Horlicks in the future

The threats in the SWOT Analysis of Horlicks are as mentioned above. The threats
for any business can be external factors which can negatively impact its business

Read Similar SWOT analysis

 Complain SWOT Analysis

 Cadbury's Bournvita SWOT Analysis
 Maltova SWOT Analysis

27
 3.2.5 MARKETING STRATEGY OF HORLICKS:

The malt based beverage & food is the nutritional brand of GlaxoSmithKline plc
introduced in the year 1919. The brand has associated itself with the health benefits
and increasing growth hormones thereby helping in essential vitamins and reducing
mineral deficiency.

The Horlicks was invented as a substitute for milk as a baby food by William &
James Horlick, the British brothers. The flagship brand of GlaxoSmithKline is
present in various flavours in the market and with different product lines like biscuits,
Noodles, growth supplements, and beverage.

Based on the nutritional requirement of the different age groups and product usage
such as that of malt beverage is for toddlers & pre-schoolers, growing kids and for
adults including mothers & women.

Since the brand is present in different product categories like healthy biscuits,
noodles, nutritional drinks, and energy drinks, therefore, it uses differentiated
targeting strategy

The brand has been positioned as a healthy nutritional food for every life stage and
for consumers of every age. It is being liked so much India that approx. 30 million
Cups is being drunk in India every year

28
 3.2.6 TYPES OF HORLICKS PRODUCT:

Lite Horlicks contains 6 Antioxidant Nutrients - Vitamin C, Vitamin E Vitamin B2,

Zinc, Copper and Selenium that are known to support the antioxidant defenses of the
body. These Antioxidant nutrients~ are known to neutralize the free radicals and
protect the cells from damage.

Lite Horlicks has High Protein content – Protein is known to help cell maintenance
and repair.

Lite Horlicks has No Added Sugar* and Zero Cholesterol^ for Active adults. High
Cholesterol^ intake may increase blood lipid content. Zero Cholesterol intake can
contribute to a healthy diet.

29
An expecting mother’s nutritional needs during pregnancy are significantly higher
than before. Keeping this in mind, Horlicks Mother’s Plus has been scientifically
designed to meet the nutritional requirements of expecting mothers. It contains 25
vital nutrients~ that are important to provide the right nutrition for the mother’s
health and baby’s growth.
Horlicks Mother’s Plus contains DHA and Choline which are important for the brain
development and brain function of the baby.

Horlicks Mother’s Plus is high in protein. It has a 100% amino acid score, which
indicates that it contains protein of high quality!

 Specially designed nutritional health drink for children in the age of 2 – 6 years
 Ensures right nutrition at the right stage of growth
 DHA, Iron, iodine, folic acid and choline for healthy brain development and its
functions
 Provides balanced micro & macro nutrients for steady growth
 Has essential nutrients to support immunity, boost energy and metabolism
 Promotes healthy bone growth and helps in gaining height and weir
30
Horlicks Women’s Plus contains 100% of your recommended daily Calcium
requirement – an essential nutrient for strong bones

Horlicks Women’s Plus contains 100% of your recommended daily Vitamin D

requirement – a nutrient that helps with Calcium absorption

Horlicks Women’s Plus contains 100% of your recommended daily Vitamin K2

requirement – a nutrient that helps bind Calcium to the bones.

31
 CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION

32
The Chapter shows Data analysis &Interpretation of the information collected
Table 4.1 Figure Showing the age of the respondents

Age No. of Respondents Percentage

18-25 39 39%
25-32 18 18%
32-39 11 11%
39 &above 32 32%

Total 100 100

(Source: Primary data)

Out of the surveyed 100 respondents, 39% respondents belong to the age
group 18-25 years, 18% respondents belong to age group of 25-32 years, and
11% respondents belong to the age group 32-39, 32% of them belong to 39& above

33
 Chart Title
No. of Respondents Percentage
45

40

35

30

25

20

15

10

0
Always Very often Occasionally Never

Table 4.2 shows the gender of the respondents

Gender No. of Percentage

respondents
Female 24 24%
Male 76 76%
Total 100 100

From the above table, 76% of respondents are male and 24%of the respondents are female.

34
 Chart Title
45 45%

40 40%

35 35%

30 30%

25 25%

20 20%

15 15%

10 10%

5 5%

0 0%
Always Very often

No. of Respondents Percentage

35
 Table 4.3 showing the purchase rate of
Horlicks chocolate

Options No. of Respondents Percentage

Always 20 20
Very often 40 40
Occasionally 34 34
Never 6 6
Total 100 100

The given analysis shows that 20% of the respondents always purchase the horlicks
chocolates,40% of the respondents purchase very often, 34% purchase occasionally while

the remaining 6% never purchases horlicks chocolates.

Figure showing the purchase rate of horlicks

Chart Title
45

40

35

30

25

20

15

10

0
Always Very often Occasionally Never

No. of Respondents Percentage

36
37
 Table 4.4 Showing most preferred horlicks flavor

Horlicks No. of respondents Percentage

Classic malt 34 34
Chocolate 26 26
Elaichi 20 20
Kesar Badam 8 8
Others 12 12
Total 100 100

From the above table,26% of the respondents prefer Horlicks chocolate,34% prefers
Classic malt, 20%, prefers Elaichi horlicks, 8% Kesar badam, horlicks, Others 12%
Prefers other horlicks.

Figure showing consumer’s flavor preference

No.of.respondents

12%
Classic malt
8% Chocolate
34%
Elaichi
Kesar badam
Others
20%

26%

38
39
 Table 4.5 showing the factors affecting the habit of purchase
of horlicks products

Response No. of respondents Percentage

Taste 44 44
Price 20 20
Quality 20 20
Appearance 16 16
Total 100 100

From the given table, taste affects 44% of the respondents, 20% of the respondents are
affected by both Price and Quality of the Product where as16% is affected by the
appearance.

Figure showing the factors affecting the habit of purchase of

Horlicks products

Chart Title
50 50%
45 45%
40 40%
35 35%
30 30%
25 25%
20 20%
15 15%
10 10%
5 5%
0 0%
Taste Price Quality Appearance

No.of respondents percentage

40
41
Table 4.6 showing people’s weekly purchase of Horlicks Products

Response No. of respondents Percentage

Less than 5 60 60
5-10 26 26
10-15 10 10
More than 15 4 4
Total 100 100

From the above table,60% of the respondents purchase less than 5 horlicks
products, 26% purchase 5to10 products, 10% of the respondents purchase 10to15
products and 4% purchase more than 15 per week.

Figure showing number of Horlicks Products people

Chart Title
No.of respondents percentage
70

60
60
50

40

30
26
20

10
10
0 4
60%
Less than 5 26%
5to10 10%
10to 15 4%
more than15

42
 Table 4.7 showing most preferred horlicks

Chocolate No. of Respondents Percentage

Hershey’s 38 38
Nestle 23 28
Ferraro 20 20
Mars 14 14
Total 100 100

From the above table,38% of the respondents prefers Hershey’s chocolate, 28% prefers
Nestle, 20% of the respondents prefers Ferraro and 14% prefers Mars.

Figure showing most preferred horlicks

40

35

30

25

20

15
38% 28% 20% 14%
10

0
Hershey's Nestle Ferraro Mars
Chocolate

43
 Table 4.8 showing the best horlicks as per Consumer’s preference
Brand No. of respondents Percentage
Horlicks 56 56%
Bournvita 20 20%

Maltova 14 14%
Complan 10 10%
Other 6 6%
Total 100 100

From the table above,64% of the respondent’s horlicks ,20% of

Preference is bournvita ,14% maltova ,10% chose complan while 6%

chose other horlicks.

Figure showing the best horlicks according to Respondents

Chart Title
Horlicks Bournvita Maltova Complan Other
60 60%

50 50%

40 40%
Axis Title

30 30%

20 20%

10 10%

0 0%
Horlicks Bournvita Maltova Complan Other
Axis Title

No.of respondents Percentage

44
 Table 4.9 Showing whether people are health conscious towards
their purchase

Yes/No No. of Respondents Percentage

Yes 60 60
No 40 40
Total 100 100

From the table,60% of the respondents are health conscious towards their purchase
while 40% of the respondents are not health conscious regarding their purchase

Figure showing the respond regarding

consumer’s health consciousness towards their purchase

No.of.respondents

40% Yes
No
60%

45
 Table 4.10 showing satisfaction rate of Sugar-free
horlicks

Yes/No No. of Respondents Percentage

Yes 64 64
No 32 32
Total 100 100

From the figure, 64% of the respondents have the opinion that sugar free horlicks can satisfy
the health conscious people whereas 32% of the respondents does not agree with it.

Figure showing satisfaction rate of Sugar-free

horlicks

Chart Title
70

60

50

40

30

20

10

0
Yes No

No.of.respondents Percentage

46
 Table 4.11 showing customer’s mode of knowing about
horlicks Products

Mode No. of Respondents Percentage

Dealers 20 20%
Ads 52 52%
Internet 30 30%
Others 20 20%
Total 100 100

From the above table, 20% of the respondents know horlicks through dealers, 52% knows
through ads, 30% of the respondents know through Internet whereas 20% know through
other sources.

Figure showing customer’s mode of knowing about

horlicks Products

Chart Title
60

50

40

30

20

10

0
Dealers Ads Internet Others

No.of.respondents Percentage

47
48
 Table 4.12 showing Satisfaction level regarding horlicks Products

Level No. of Respondents Percentage

Highly Satisfied 28 28
Satisfied 40 40
Neutral 24 24
Dissatisfied 8 8
Highly Dissatisfied 0 0
Total 100 100

From the above table 28% of the respondents are Highly satisfied, 40% of the
respondents are satisfied, 24% of the respondents have a neutral effect, 8% are
dissatisfied and 0% are dissatisfied regarding horlicks Products.

Figure showing Satisfaction level of the respondents

Chart Title
45

40

35

30

25

20

15

10

0
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

No.of.respondents Percentage

49
 Table 4.13 showing the effect of price in purchase decision

Response No. of respondents Percentage

Yes 25 50
No 9 18
Sometimes 16 32
Total 50 100

From the above table, 50% of the respondents agrees that increase in the product
price can affect their purchase,18% disagrees with it while 32% of the respondents have a
neutral effect with the statement.

Figure showing the effect of price in purchase decision

Chart Title
Yes No Sometimes

2500%

1600%

900%

50% 18% 32%

No.of.respondents Percentage

50
 Table 4.14 showing whether the horlicks Products are
highly priced

Response No. of Respondents Percentage

Yes 56 56
No 24 24
Sometimes 20 20
Total 100 100

From the table, 56% of the respondents agree that horlicks product is highly priced, 24%
disagrees with it and 20% of the respondents are with neutral opinion.

Figure showing whether the horlicks Products are

highly priced

Chart Title
60 5600%

50

40

30
2400%
2000%
20

10

56% 24% 20%

0
No.of.respondents Percentage

Yes No Sometimes

51
 Table 4.15 showing repeatedness of the Purchase

Options No.of Respondents Percentage

Yes 34 34
No 30 30
Sometimes 36 36
Total 100 100

From the table, 34% of the respondents repeatedly purchase horlicks Products
whereas 30% does not purchase repeatedly and 36% sometimes purchase repeatedly.

Figure showing repeatedness of the purchase

No.of.respondents

Yes
36% 34%
No
Sometimes

30%

52
 Table 4.16 showing the reason to buy more horlicks Products

Response No. of Respondents Percentage

Quantity 24 24
Level of satisfaction 50 50
Brand Preference 18 18
Competitive price 8 8
Total 100 100

From the table above, 24% of the respondents buy the product due to its quantity, 50% of
the respondents buy due to their level of satisfaction towards the product, 18% are due to
the brand preference while 8% of the respondents buy due to the competitive price.

Figure showing the reason to buy more horlicks products

Chart Title
Quantity Level of satisfaction Brand preference Competitive price

5000%

2400%
1800%

800%

24% 50% 18% 8%

No.of.respondents Percentage

53
Table 4.17 showing marketing element that influence respondent’s buying
Behavior

Element No.of Respondents Percentage

Product 46 46
Price 24 24
Place 10 10
Promotion 20 20
Total 50 100

From the table, 46% of the respondents are influenced by the Product, 24% are
influenced by the price of the product, 10% chose place and 20% of the respondents are
influenced by Promotion of the product.

Figure showing marketing element that influence respondent’s buying

behavior

Chart Title
50
45
40
35
30
25
20
15
10
5
0
No.of.respondents Percentage

Product Price Place Promotion

54
 Table 4.18 showing whether festival season advertisement are better
than normal ones

Options No. of Respondents Percentage

Yes 32 32
No 52 52
Sometimes 16 16
Total 100 100

From the table 32% of the respondents agree that horlicks advertisement
campaigns shown during festival season are better than the ones shown during the rest of
the year while 52% do not agree with it and 16% have a neutral opinion regarding the
statement.

Chart showing whether advertisements during festival season are

better than normal ones

No.of. Respondents

16%
32% Yes
No
Sometimes

52%

55
 Table 4.19 showing the most appealing mode of horlicks
advertisements

Mode No. of Respondents Percentage

Television 64 64
Social Media 18 18
Outdoor 12 12
Others 6 6
Total 100 100

As per the table above, 64% of the respondent chose Television mode, 18% chose
Social media,12% selected outdoor mode and 6% of the respondents chose other mode
of horlicks advertisements as most appealing.

Figure showing the most appealing mode of horlicks advertisements

Chart Title
Television Social media Outdoor Others

6400%

1800%
1200%
600%
64% 18% 12% 6%
No.of.respondents Percentage

56
57
 Table 4.20 showing the interest of customers in recommending
horlicks products for their family& relatives

Response No.of Respondent Percentage

Strongly agree 44 44
Agree 36 36
Neutral 14 14
Disagree 4 4
Strongly Disagree 2 2
Total 100 100

From the table,44% of the respondents strongly agreed in recommending the product to
their family and relatives, 36% agreed on that, 14% neutrally agreed,4% disagreed and
2% strongly disagreed

Figure showing the interest of customers in recommending horlicks

Products for their family& Relatives

Chart Title
50
45
40
35
30
25
20
15
10
5
0
Strongly agree Agree Neutral Disagree Strongly dis agree

No,of.respondents Percentage

58
 Table 4.21 showing the purchase of horlicks product in future

Response No.of Respondent Percentage

Yes 66 66
No 4 4
Maybe 30 30
Total 100 100

From the table, 66% of the respondents consider in buying horlicks products in
future,4% does not consider in buying the product in future while 30% of the respondents
aren’t sure regarding their future purchase.

Figure showing the purchase of horlicks product in future

No.of.respondents

30% Yes
No
Maybe

4% 66%

59
 Table 4.22 showing the Brand preference of horlicks

Response No. of Respondent Percentage

Horlicks 75 75%
Bournvita 25 25%
Total 100 100%

From the above analysis of given sample of 100 respondents who health drink horlicks it is
bournvita that only 25% people prefer to health drink horlicks while 75% people likes to eat
horlicks health drink.

Figure showing the Brand preference of horlicks

No.of.responsdents

25%
Horlicks
Bournvita

75%

60
Table 4.23 showing the form of chocolate do you like

Response No.of Respondent Percentage

Hard 33 33%
Nutties 25 25%
Crunchy 29 29%
Chew 13 13%
Total 100 100%

61
4.22 CHI SQUARE ANALYSIS:
H0: There is no significant relationship between gender and level of customer satisfaction
of Cadbury product.
H1 : There is significant relationship between gender and level of customer satisfaction
of Cadbury product.

Table showing relationship between gender&level of

customer satisfaction

Response Male Female Total

Strongly Satisfied 5 5 10
Satisfied 9 11 20
Neutral 10 3 13
Dissatisfied 4 3 7
Total 28 22 50

Table value :7.815

Level of significant: 5%
Degree of freedom:(c-1)(r-1)=(2-1)(4-1)=3
Calculated value:2.7264
Calculated value is less than table value hence H0 is accepted which implies there is
62
no significant relationship between gender and level of satisfaction of Cadbury
product.

63
5.1FINDINGS:

The findings of the study are presented in the following points.

1. Considerable portion of the 52% of the respondents Induce them to buy horlicks through
advertisement.
2. 26% of the respondents Induce them to buy horlicks through Neighbours.
3. 70% of the respondent’s opinion of the regarding Horlicks Quality is good.
4. 16% of the respondent’s opinion of the regarding horlicks Quality is fair.
5. 10% of the respondent’s opinion of the regarding horlicks Quality is Moderate.

6. 4% of the respondent’s opinion of the regarding horlicks Quality is poor. 46% of the
respondents chose product as the most influenced marketing element in buying
behavior.

64
5.2SUGGESTION:

Though on an average basis Horlicks product has better market among the consumers, it
needs some of the following are is too improved.
• Create awareness about the horlicks products
. • Consumer can expect Prices of the product may be brought to constant position
• Quality of this product may be concentrated for getting more consumers yet
. • Discounts and offers may be provided yet more for increasing the sales.
• Provide these products in small packages like RS.5, RS.10 etc….
• Increasing the durability of the product.
• Increasing the concentration on Kids and provide free gifts, pencils, spoon, box etc…
• Increasing the health nutrients.

65
 5.3CONCLUSION:

Thus, it is concluded that this study has concentrated

on the “A Study on consumer’s behavior towards horlicks drinks in Cheyyar Town”.
In this study 100 sample were taken and analysis the collected data with the help of
simple percentage analysis and also used testing tools to be used chi-square. This
study was exclusively made for particular town which may not be generalization to all
over the district or state. Hence, consumers buying behavior is an important role for
this product.

66
Bibliography
QUESTIONNAIRE:
Name:

Age:

1. Gender

Male Female

Others

2. How often do you purchase Cadbury products?

Always Very often

Occasionally Never

3. Which among the following you prefer the most?

Plain chocolate Fruits&Nuts

Caramel Oreo

Other

4. Which factors do you think affect the habit of purchase of Cadbury

products?

Taste Price
Quality Appearance
5. How many Cadbury Products do you purchase in a week?

Lessthan5 5-10

10-15 Morethan15
6.Your most preferred chocolates after Cadbury is?
Hershey’s Nestle
Ferraro Mars
Other
7.Which among the following Cadbury chocolates are best according to you?

Dairy milk Five star

Temptations Fudge
8.Are you health conscious regarding your purchase?
Yes No
Maybe
9.“Sugar free chocolates can satisfy the health conscious people”
Yes No
10. How do you comes to know about a new Cadbury product?
Newspaper Television
Internet Others
11.How satisfied are you regarding Cadbury Products?
Highly satisfied Satisfied
Neutral Dissatisfied
12.Increase in the price of the Cadbury products can effect your purchase?.
Yes No
Sometimes
13.Do you think Cadbury products are highly priced?
Yes No
Sometimes
14.Do you purchase Cadbury Products repeatedly

Yes No
Sometimes
15. Which among the following marketing element will have a tendency to influence
your buying behaviour?
Product Price
Place Promotion
16. Do you think Cadbury advertising Campaigns shown during festival season are
better than the ones shown during the rest of the year?
Yes No
Sometimes
17.What mode of Cadbury advertisements are most appealing?
Television Social Media
Outdoor Others
18. Do you consider in recommending Cadbury products for your family and
friends?
Agree Strongly Agree
Neutral Strongly disagree
Disagree
19.Do you consider to buy Cadbury products in future?
Yes No
Maybe
20. What makes you to buy more Cadbury products?
Quantity Level of satisfaction

Brand preference Competitive price

Brandpreference Competitiveprice
x