PROJECT REPORT

ON

A study on the Chocolate Industry in India: With Special

Reference to Cadbury
SUBMITTED IN PARTIAL FULFILLMENT FOR THE
AWARD OF THE

DEGREE OF BACHELOR OF BUSINESS

ADMINISTRATION 2021-2024
UNDER THE GUIDANCE OF

Mr Rajat Agarwal

ASSISTANT PROFESSOR, VIPS

SUBMITTED BY:

PRATEEK JUNEJA
ROLL NO. 06217701721
BATCH NO. BBA(G) SEM 4TH SECTION B

Vivekananda School of Business Studies

Vivekananda Institute of Professional Studies
AU Block (Outer Ring Road)Pitampura
Delhi – 110034

S NO. DESCRIPTION PAGE NO.

1. TITLE PAGE 1

2. CERTIFICATE 5

3. ACKNOWLEDGEMENT 6

4. EXECUTIVE SUMMARY 7
5. CHAPTER 1

INTRODUCTION

● OBJECTIVES OF THE STUDY

● STATEMENT OF THE PROBLEM 9

● RESEARCH METHODOLOGY 9

● RESEARCH DESIGN 10

● NATURE OF RESEARCH 10

● SCOPE OF STUDY 10

● DATA COLLECTION 11

● SAMPLING TECHNIQUE 11

● LIMITATIONS OF THE STUDY 12

● INTRODUCTION OF TOPIC 12

● REVIEW OF LITERATURE 13-14

15-17

15-16

16-18
6. CHAPTER 2 19-23

ABOUT THE TOPIC

7. CHAPTER 3

DATA ANALYSIS AND INTERPRETATION

25-38
8. CHAPTER 4

CONCLUSION AND RECOMMENDATIONS

40-43
9. ANNEXURE

● BIBLIOGRAPHY
44
● QUESTIONNAIRE
45-50
 STUDENT UNDERTAKING

This is to certify that I have completed the Project titled “A study on the chocolate market in
India with special reference to Cadbury” under the guidance of “Mr RAJAT AGARWAL” in
partial fulfilment of the requirement for the award of the degree of Bachelors Degree in
Business Administration (BBA [G]) at Vivekananda Institute of Professional Studies,
Vivekananda School of Business Studies, New Delhi. This is an original piece of work and
has not been submitted elsewhere.

NAME OF STUDENT: Prateek Juneja

STUDENT SIGNATURE
 CERTIFICATE

This is to certify that the project titled “A study on the chocolate market in India with special
reference to Cadbury” is an academic work done by “Prateek Juneja” submitted in the partial
fulfilment of the requirement for the award of the degree Bachelors Degree in Business

Administration (BBA [G]) from Vivekananda Institute of Professional Studies, Vivekananda

School of Business Studies, New Delhi, under my guidance & direction. To the best of my
knowledge and belief, the data & information presented by him/her in the project have not
been submitted earlier.

Mr. RAJAT AGARWAL

SIGNATURE OF FACULTY GUIDE
 ACKNOWLEDGEMENT

I express my sincere gratitude and thanks to Mr Rajat Agarwal for giving me an opportunity
to enhance my skill in my project. I am thankful for her guidance, patience and consummate
support. I extend my heartiest thanks to her for enlightening my path. Without her sincere
advice, this project has been impossible.

Moreover, I would also like to thank the various people who were involved with this project
and gave me invaluable guidance in this regard. Without their help, this project would not
have been as comprehensive and detailed as it is.
I also feel grateful and elated in expressing my indebtedness to all those who have directly or
indirectly helped me in accomplishing this research.
 EXECUTIVE SUMMARY
The average chocolate consumption per capita in India is 100g to 200g per person. This is in
stark contrast to Japan, Asia’s biggest chocolate consumer, at 2kg per person. And way out
of line when compared to Europe, where the consumption is between 5kg to 9kg per
person.
Although small, India is one of the fastest-growing markets for the impulsive and indulgent
industry of chocolate confectionery with plenty of room for growth. The overall chocolate
market is currently pegged at approximately US$ 1,800 Million (2022) and slated to grow at
16% CAGR, the category is well-placed to sweeten the bitter after-taste of the slowdown.

First imported to the country by the British during colonization, chocolate — most of it milk
chocolate — is now a daily habit for one in five Indians, And one brand, Cadbury, accounts
for two-thirds of all sales,
After India won independence in 1947, Cadbury permanently set up shop in the country.
Other European chocolate brands — Ferrero Rocher, Lindt, Godiva — would win fans in
subsequent decades. But their products were seen as luxurious imports. “Chocolate was
considered a rich man’s gift, a status symbol,” Ms Konkipudi said.

Cadbury found success by doing the opposite: framing the brand as part of Indian culture and
marketing its chocolates as an alternative to mithai. Today, Cadbury bars are ubiquitous,
priced as low as five rupees (less than 10 cents) and available in 2.5 million stores.

Like mithai, a broad category of milk- and nut-based confections that are exchanged during
any festivity — weddings, graduations and especially holidays like Diwali — Cadbury’s
prime offerings are very sweet, heavy on dairy, and often include nuts and fruits. The
company formalized this connection in 2003, introducing the slogan “Kuch meetha ho jaaye”
(“Let’s have something sweet” in Hindi). A year later, sales had grown tenfold.

This report contains a brief study of the Indian chocolate industry. This report attempts to
understand consumer preferences and satisfaction levels towards the major brands that
dominate the chocolate market in India. It contains the finding and analysis of the survey
conducted to gather primary data to judge the importance of various attributes that influence
the overall satisfaction of the customer in different manners and to a different extents.
 CHAPTER-1
INTRODUCTION
1.1 TITLE OF PROJECT
“A study on the chocolate industry in India with special reference to Cadbury”

1.2 OBJECTIVES
1. To study and analyse the current position of the chocolate market in India

2. To analyse the consumer preferences

3. To find the reason behind the recent boom in the chocolate industry

4. Impact of covid 19 on the chocolate industry and its Buyers and Traders

5. Marketing strategy of Cadbury and the reason behind its domination

1.3 STATEMENT OF THE PROBLEM

The chocolate industry in India has come a long way since the 1940’s undergoing several changes to
suit consumer preferences. Our country’s households have a sweet tooth for a lot of traditional
sweets inherited from our heritage (such as barfi and ladoos). However, the chocolate industry is
actively attempting to replace these as the new traditional sweet for our community and reach every
home. One company, Cadbury has found the most success in doing so and caused an active boom in

the chocolate industry of our country. This study would stand as a sincere attempt to critically

examine and evaluate the current position of the chocolate industry and analyse the success of
Cadbury and the potential reasons behind it.
1.4 RESEARCH METHODOLOGY
Research methodology is a methodology for collecting all sorts of information and data about
the subject in question. The objective is to examine all the issues involved and conduct a
situational analysis. The methodology includes the overall research design, sampling
procedures and fieldwork done and finally the analysis procedure. The methodology used in
the study is consisting of a sample survey using both primary and secondary data.

This research follows the survey research methodology; a questionnaire was constructed to
study the competitors within the chocolate industry in India and consumer preferences. After pilot

testing the questionnaire was administered to 50 persons. Here we take the minimum age as
18 years. The data was obtained through the use of a structured questionnaire and
convenience sampling. The data were analysed with percentage method and frequencies.
Charts and tables are also prepared.

1.5 RESEARCH DESIGN

The research design refers to the overall strategy that you choose to integrate the different
components of the study coherently and logically, thereby, ensuring you will effectively
address the research problem; it constitutes the blueprint for the collection, measurement, and
analysis of data. In other words, it is the set of methods and procedures used in collecting and
analysing measures of the variables specified in the research problem. Research design is
simply the framework or plan for a study, used as a guide in collecting and analysing data

1.6 NATURE OF RESEARCH

Research is basically of two types:
1. Descriptive research 2. Explorative research

My research design is Descriptive as Descriptive Research describes the characteristics of

certain groups/ samples/ populations. Estimate proportions in specified populations. Make
specific predictions. A descriptive research design was adopted for the study. It accounts for
both primary and secondary data.
1.7 SCOPE OF THE STUDY
The present study was undertaken to analyse the chocolate industry in India, consumer
preferences and understanding of the business model of Cadbury which led to its success. In
my study, I have used both primary sources of data as well as secondary sources of data.

1. The study is specific only to the chocolate industry in India.

2. The study is confined to the Delhi region only.
3. The study covers the consumers of chocolates only and no other sweet
4. The scope of the study is to study the chocolate industry in India with special reference to
Cadbury

1.8 DATA COLLECTION

Data for the present study were collected from two sources- Primary and Secondary Sources.

1. PRIMARY DATA COLLECTION – It consists of original information collected for a

specific purpose. Primary data for this research was collected using a survey. It was
collected from different customers through Questionnaire.
Questionnaire: The questionnaire is a method of data collection, which is very much
popular, particularly in big cities. Different modes of questions are put up on the paper
and the particular area in which the research is conducted is asked to fill in their
responses.

2. SECONDARY DATA COLLECTION– It consists of information that already exists

somewhere and has been collected for some specific purpose in the study. The secondary
data for this study is collected from various sources like Internet, Company websites,
Newspapers and Magazines.
1.9 SAMPLE SIZE
The sample size was restricted to 110 respondents since it was not possible to cover the whole
universe in the available period. The data obtained from the structured questionnaire was
interpreted and recorded. The table and graph were constructed using data from the
questionnaire, which was then used for analysing the acquired data.

Questionnaire: Sample Size: Total sample size is 110

Area of Study- Delhi
Duration- 3 months

1.10 SAMPLING TECHNIQUE

Sampling is that part of statistical practice concerned with the selection of individual
observations intended to yield some knowledge about a population of concern, especially for
statistical inference.

For this research Non- Probability Convenience Sampling has been used because the time
limit for the completion of the work is limited, so I needed to take a sample size of 100
respondents. Under Non-probability sampling, the questionnaire addressed the basic
questions relating to the level of satisfaction among customers. A random sample of 100
people was taken. I selected the respondents to the survey based on judgement sampling with
convenience taken into account.

1.11 LIMITATIONS:
Although the study was carried out with extreme enthusiasm and careful planning there are
several limitations, which handicapped the research;

Time Constraints: The time stipulated for the project to be completed is less and thus there
are chances that some information might have been left out, however due care is taken to
include all the relevant information needed.

Sample size: Due to time constraints the sample size was relatively small and would have
been more representative if researchers had collected information from more respondents.
Accuracy: It is difficult to know if all the respondents gave accurate information; some
respondents tend to give misleading information.

Lack of respondents: It was difficult to find respondents as they were busy with their
schedules, and the collection of data was very difficult. Therefore, the study had to be carried
out based on the availability of respondents.

● Type of Sampling: Convenience sampling was used to collect data in this study.
While an ideal study would be probability sampling types, ease and convenience due
to time limitations have allowed for only convenience sampling.

1.12 Introduction to the chocolate market:

The Indian chocolate industry has come a long way since long years. Chocolates aren't just
for kids; they're for everyone.

If you merely look at the consumption scenario in India, you will notice that chocolate is
consumed by everyone from adolescents to young people to middle-aged individuals. And
there have been studies to back this up.

Chocolate is such a versatile food – it can be found everywhere In dedicated:

-Chocolate Shops – in all shapes, sizes, colours, fillings and flavours

-In Bakeries – in cakes, pastries, cookies and their decorations

-In Cafes – in the form of hot chocolate drinks and milkshakes

-In Supermarkets – in the form of bars and slabs and even health foods, and morning

cereals -In Holiday Hill stations like Ooty, Kodai, Coorg, Munnar, Mussorie….

-In Star Hotels, at Corporate events, at Fun-fairs, in school canteens,

This is why India's chocolate sector is expanding at a rapid pace. Chocolates are currently
present at the most momentous occasions in India, such as Diwali festivities, weddings,
engagements, and birthday celebrations.

Most chocolate brands in India produce chocolates in a variety of sizes, shapes, and patterns,
with prices to match. The most popular chocolates, such as Dairy Milk and Five Star, may be
purchased for as little as Rs. 5. The chocolate industry, for the most part, caters to younger
generations.

Because most of India's population is under 25, the chocolate-giving tradition is very much
alive and well in the country.

Other variables that contribute to chocolate sales include Westernization, progressive ideals,
and a casual fun lifestyle. The chocolate sector is thriving due to an increase in the gifting of
chocolates for festivals or special days such as Valentine's Day, Rakhi, Diwali, or birthdays.

The Indian chocolate industry is currently valued at roughly USD 131.9 Million and is expected to
reach USD 171.7 Million by 2028. Ever since 1947, Cadbury chocolates have ruled the hearts of
Indians with their fabulous taste while employing over 5000 people. The company is one of the oldest
and strongest players in the Indian confectionary industry with an estimated 70% market share and
68% volume share. The brand is known for its exceptional capabilities in product innovation,
distribution and marketing

Chocolate consumption is gaining popularity in India due to its increasing prosperity coupled
with a shift in food habits, pushing up the country's cocoa imports. Firms across our country
have announced plans to step-up domestic production as well. To secure good quality raw
materials in the long term, private players like Cadbury are encouraging cocoa cultivation as
well.

The cocoa requirement is growing around 15% annually and will reach around 30,000 tonnes
in the next 5 years.

Indian chocolate industry is highly fragmented with the presence of several small and large
players competing in terms of price and quality. Some of the major players in the Indian
chocolate market are:

● Mondelez India Foods Private Limited(Cadbury)

 ● Ferrero India Private Limited

● Nestle India Limited

● Mars International India Private Limited
● Gujarat Cooperative Milk Marketing Federation Ltd.(Amul)

1.13 Review of literature

● Manisha Jha & Pratik Parija | Bloomberg

“India has long been known for its love affair with sugar. Sweets play a major role in festivals
and family celebrations and delicacies such as gulab jamun — fried dough balls soaked in
syrup —and barfi —made with condensed milk — are popular gifts. Not only is India the
world’s biggest consumer of sugar, but it’s also one of the top producers.

That penchant for sweet confections together with a massive, youthful and increasingly
affluent population has chocolate makers around the world sitting up and taking notice.
Indians currently eat only about a 10th as much chocolate confectionery as the global average
and the International Cocoa Organization recently described the country as the No. 1
potential market of the future.”

● R.S. Sodhi, managing director of Amul

“One expects cocoa consumption to increase but not the sugar addiction in that. Our dark
chocolate business has been growing by more than 100 per cent in the last two years.

Niche varieties of chocolate could also prove popular in India due to the high numbers of
vegetarian, vegan and lactose-intolerant people.”
● Anshul Agarwal, Piperleaf’s founder

“We are seeing a shift in consumer preferences, with people getting attracted toward
vegan products and becoming health conscious such as dark chocolates. The Indian
chocolate market is bound to grow at a fast pace as per-capita consumption is still low,
incomes are rising and people are looking for quality alternatives

● Aultrin Vijay | PrintWeek

“As millennials constitute a major chunk of the consumer segment, emphasis on

sustainable and eco-friendly packaging is paramount. This segment of consumers
prefers healthier options such as sugar-free, gluten-free, organic, and low-calorie
chocolates, which could also make a difference in terms of product packaging and the
packaging materials used.

Thus, changing consumption patterns are also said to impact the chocolate packing
industry. Young consumers are looking for newer formats and flavours in
confectioneries and brands and packagers are equally cashing in on this demand.

The outbreak of the Covid-19 pandemic and the implementation of stringent

lockdown regulations across several nations has resulted in a shift from brick-and-
mortar distribution channels to eCommerce platforms for the sales of chocolates. For
brands, the challenge was to redefine packaging that attracts consumers through
electronic screens. Moreover, brands had the additional task of making their
packaging eCommerce-friendly, so as to reduce the use of tertiary packaging.”

● Michel Arrion, ICCO Executive Director

“India is the only place where I see big potential in terms of consumption volumes, It
already has a tradition of eating sweets -- unlike China -- and is the No. 1 potential
market of the future
 India could emerge as the fastest-growing market for products used to make
everything from chocolate bars to ice cream due to rising wealth and a relatively low
demand base. Per capita consumption of chocolate confectionery in the second-
most populous country was roughly 10% of the global average in 2020, the ICCO
said.”

● L Nitin Chordia, a certified chocolate taster and consultant based in

Chennai
The launches from Mondelez show how less sugar and higher cocoa content will be
increasingly important in India, as tastes mature and consumers develop a taste for
chocolate itself, rather than just its sweetness. “These two trends are very important,”,
that is where we see the market going.

● Deepak Iyer| Mondelez India president

“As a brand committed to delivering engaging experiences to our consumers, the growth of
metaverse presents a strong opportunity to build immersive brand experiences and memory
structures in an unparalleled manner. Our first step towards this was the release of Cadbury
Dairy Milk Silk's dinner date Valentine's Day Campaign of 2022. Through augmented reality
(AR), couples were able to step into a portal and stroll around on the moon. Over a million
consumers sent secret messages to their loved ones which were revealed to their partners on
the virtual moon. Titled, 'How Far Would You Go To Make Them Blush?', making it the
first-ever dinner date on metaverse “
 CHAPTER -2
ABOUT THE TOPIC

ABOUT THE COMPANY

Cadbury, the global leader in the chocolate confectionery market, began in 1824 when a
young Quaker named John Cadbury opened up a shop in Birmingham. John sold coffee, tea,
drinking chocolate and cocoa at his shop. Believing that alcohol was the main cause of
poverty, John hoped his products might serve as an alternative. He also sold hops and
mustard. Like many Quakers John had high-quality standards for all of his products
By 1842 John was selling 11 kinds of cocoa and 16 kinds of drinking chocolate. Soon John’s
brother Benjamin joined the company to form Cadbury Brothers of Birmingham. Cadbury
supported the war effort during World War II by converting parts of its factory into
workrooms to manufacture equipment like milling machines for rifle factories and parts like
pilot seats for Defiant fighter planes.

Today Cadbury is the largest confectionery company in the world, employing more than
70,000 employees honouring the legacy of the Cadbury brothers.

The operations of Cadbury India were initiated in 1948. It has five manufacturing units all
over India at Thane (Maharashtra), Induri (Maharashtra), Malanpur (Madhya Pradesh),
Bangalore
(Karnataka) and Baddi (Himachal Pradesh). It has one cocoa operations office at Dharapuram
(Tamil Nadu) as well

Cadbury India has a share of over 70% in the market, which is the highest Cadbury brand
share globally.

Its one of the most popular brands, Cadbury Dairy Milk is a benchmark for other chocolates
in India and is regarded as the “gold standard”.

Some of the other popular brands are 5 Star, Perk, Bournville, Celebrations, Halls, Éclairs,
Tang and Oreo.

The main brand in the Milk Food drinks segment is Bournvita, which is known as the leading
Malted Food Drink (MFD) in the country. In the medicated category, Halls is a favourite
candy while Cadbury India has also entered the biscuits category by launching Worlds no.1
biscuit brand Oreo.

Cadbury has also been the leader in the development of cocoa cultivation in India since 1965.
The research work has been carried out in collaboration with the Kerala Agricultural
University. The team from Cadbury also conducts training sessions for the cocoa farmers on
cultivation aspects to have increased cocoa productivity.

Cadbury's mission statement is, “Cadbury means quality; this is our promise. Our reputation
is built upon quality; our commitment to continuous improvement will ensure that our
promise is delivered.” From Cadbury mission statement, it is clear that Cadbury has always
targeted quality over quantity since its inception.

Cadbury’s vision statement is “Working together to create brands people love” with the main
tagline for advertisements being “Kuch meetha hojaye”

Cadbury has invested over $600 million in the country over the last 5 years and expects India
to continue growing at double digits thus incrementally improving its contribution to global
revenues over a while. The company currently contributes 5% to global revenues and is
among the top three markets for its parent company Mondelez in Asia-pacific.

ABOUT THE TOPIC

INTRODUCTION / CONCEPT
The Indian chocolate industry is currently one of the fastest-growing markets for chocolate. It
is estimated at worth 1.9 billion as of 2021. The expected CAGR for 2021-26 is 11.34%. The
chocolate industry is mostly an industry that caters to younger generations. As most of
India’s population is under 25, the chocolate-giving tradition is very much alive and practised
here.
Other factors such as Westernization, progressive views and a casual fun lifestyle also
contribute to the sales of chocolates. With a rise in the gifting of chocolates for festivals or
special days like Valentine’s Day, Rakhi, Diwali or birthdays, the chocolate industry is
booming.

First imported to the country by the British during colonization, chocolate — most of it milk
chocolate — is now a daily habit for one in five Indians,.

The growth of the Chocolate industry in India has also made our farmers happy. Kerala has
been a cocoa producer for decades now, but only recently has it been recognized on the world
map of chocolate. One major Swiss Chocolate manufacturer has made a single-origin bar
using our very own Cocoa beans from Kerala.

Surely a wonderful achievement for all of us, especially the ones who have been toiling for
years braving the heat and rain, ensuring that we get our favourite bar of Chocolate from our
friendly, neighbourhood shopkeeper. The farmers in the other Southern states of Karnataka,
Tamil Nadu, Andhra Pradesh and Telangana too have also started growing this cash-crop,
Cocoa, and hopefully will reap the benefits soon.

Noteworthy are also the achievements of some enterprising farmers who have started
producing Organic Cocoa Beans, which will help them reach an international market, making
India proud.

The media has also played its role in the growth of the Chocolate industry – catchy
advertisements and memorable ad films have created a new generation of consumers who
seem to be happy trying out various brands and blends of Chocolate with gusto. Noteworthy
also are reports in print media about the health benefits of Chocolate. These go a long way in
making this delicious confection more and more popular
And one brand, Cadbury, accounts for two-thirds of all sales. Cadbury’s almost ubiquitous
presence in commercial food retailers across India poses a major challenge for new entrants
aiming to build a nationwide distribution network tapping a market that Global Data predicts
will grow annually at an average of 8.6% until 2023.

The premium sector of the global chocolate market was severely affected by low sales
volume due to the COVID-19 pandemic, partly due to supply-side issues linked to quality and
certification. Consequently, varied public sectors provided support to the strengthening
partnership between fine cocoa producers and chocolate companies to enhance the resilience
of marketing infrastructure.

In 2020, the chocolate market witnessed an inclination toward the darker varieties of
chocolate, as consumers showed preference for them over other varieties, on account of better
health benefits and lower calories.

The covid 19 pandemic had a huge impact on India’s chocolate imports as well with them
dropping to $43 million in 2020 from an average import of $85 million in the past few years.

A lot of consumers prefer healthier options such as sugar-free, gluten-free, organic, and low-
calorie chocolates, which could also make a difference in terms of product packaging and the
packaging materials used.

Thus, changing consumption patterns are also said to impact the chocolate packing industry.
Young consumers are looking for newer formats and flavours in confectioneries and brands
and packagers are equally cashing in on this demand.

The outbreak of the Covid-19 pandemic and the implementation of stringent lockdown
regulations across several nations has resulted in a shift from brick-and-mortar distribution
channels to eCommerce platforms for the sales of chocolates. For brands, the challenge was
to redefine packaging that attracts consumers through electronic screens. Moreover, brands
had the additional task of making their packaging eCommerce-friendly, so as to reduce the
use of tertiary packaging.”
Over the past few years, the demand for dried fruits, as well as blueberries and cranberries
have witnessed steady growth. The ingredients are important for the manufacturers of a few
of the most well-known dark chocolate brands in the country.

The health benefits associated with dark chocolate are high. Owing to the high percentage of
cocoa present in it. It is known to reduce Blood pressure and lower the risk of a heart attack.
This is why consumers are ready to pay a little premium for high-quality products.
Leading to growing penetration and consumption.

Dark Chocolate in the Indian Market: The Rise

Though India is still predominantly a milk chocolate market, the India Chocolate Market is
showing a growing appetite for premium chocolate.

It accounts for 9% of the total chocolate category in India. What’s more, the availability of
dark chocolate brands such as Hershey’s, Lindt, Amul, Cadbury and Toblerone among others
has led to the increased market penetration for dark chocolates.

The low sugar content in dark chocolates is another reason for propelling the demand for dark
chocolates, as consumers have become aware of high sugar intake and its link with chronic
diseases like diabetes.

The pervasive health and wellness trends continue to influence the dark chocolate market in
India. Manufacturers are now incorporating organic ingredients and natural sweeteners to
make this category an attractive alternative of heavy sugar milk-based chocolates
 CHAPTER -3
FINDINGS
&
ANALYSIS

TABLE 1:
No of
respondent
Age s Percentage
Belo
w 18 0 0
18-20 64 59
 20-30 39 36
30-40 6 5
Total 100

Total

18-20
20-30
21-30

INTERPRETATION:

It can be seen that a majority of the respondents are above the age of 20 while a few being
between the age of 18-20 making the sample size consisting of adults mainly

TABLE 2:
No of
How often do you respondent
purchase chocolates s Percentage
Once a few weeks 43 40
Every 2-3 days 26 24
Once a week 21 19
 Rarely 19 17
Total 100

Total

17% Once a few weeks/ a month

Once a week
39%
Every 2-3 days
19% Rarely

24%

INTERPRETATION:
A majority of the respondents buy chocolates once a few weeks/ a month. Although, an
uneven distribution can be noticed in purchasing patterns of other respondents as 24% of
them prefer to buy chocolates regularly/once a week while another 17% purchase them
rarely.

TABLE 3
No of
Which type of chocolate respondent
do you prefer? s Percentage
Milk chocolate 60 55
Dark Chocolate 41 38
White chocolate 8 7
Total 100
 Total

7%
Milk chocolate
Dark chocolate
White chocolate
38% 55%

INTERPRETATION:
It can be seen that 55% of the respondents prefer milk chocolate while another 38% are
inclined more towards dark chocolates which have a variety of health benefits. Very less
respondents prefer white chocolate.

TABLE 4
Have you ever
purchased Cadbury No of
chocolates? respondents Percentage
Yes 110 100
No 0 0
Total 100
 Total

Total

INTERPRETATION:

All of the respondents have at least once purchased Cadbury chocolates.

TABLE 5
Have you ever
purchased Nestle No of
chocolates? respondents Percentage
Yes 106 96
No 4 4
Total 100
 Total

Yes
No
(blank)

INTERPRETATION:

A majority of respondents, that is, 96% have at least once purchased nestle chocolates while
4% of them haven’t purchased any yet.

TABLE 6:
Have you ever
purchased Amul No of
chocolates? respondents Percentage
Yes 76 69.1
No 34 30.9
Total 100
INTERPRETATION:
A majority of the respondents, that is , 69% have tried amul chocolates while 31% have not.

TABLE 7:
Have you ever
purchased Mars No of
chocolates? respondents Percentage
Yes 92 84
No 17 16
Total 100
 Total

Yes
No

INTERPRETATION:

A majority of the respondents, that is , 84% have tried mars chocolates while 16% have not.

TABLE 8:
Have you ever
purchased Ferrero No of
Rocher chocolates? respondents Percentage
Yes 100 91
 No 10 9
Total 100

Total

9%
Yes
No

91%

INTERPRETATION:

A majority of the respondents, that is, 91% have tried Ferrero Rocher chocolates while 9%
have not.

TABLE 9:
 Which of these 5 brands No of
do you prefer taste respondent
wise? s Percentage
Cadbury 60 55
Ferrero Rocher 23 21
Amul 6 6
Nestle 9 8
Mars 11 10

Total 100

Total
Amul
6%
Nestle
8%

Mars
10%

Cadbury
Ferrero Rocher 55%
21%

INTERPRETATION:
55% of the respondents prefer Cadbury over the other chocolates, another 21% of them prefer
Ferrero Rocher and a small amount of them prefer Nestle, mars and Amul chocolates taste-
wise

TABLE 10:
 No of
Which of these 5 brands respondent
is more accessible? s Percentage
Cadbury 91 83
Ferrero Rocher 0 0
Amul 6 6
Nestle 10 9
Mars 2 2

Total 100

Total
Amul Mars
6% 2%

Nestle
9%

Cadbury
83%

INTERPRETATION:

Cadbury has the most offline accessibility to the consumers with 83% while nestle follows
with 9%.

TABLE 11:

Which of these 5 brands No of

is available for cheaper respondent
purchase price? s Percentage
Cadbury 75 69
 Ferrero Rocher 0 0
Amul 11 10
Nestle 19 17
Mars 4 4

Total 100

Total
Mars
4%

Amul
10%

Nestle
17%

Cadbury
69%

INTERPRETATION:

69% of the respondents claim that Cadbury is available for a cheaper purchase price in their
area, 19% of them say the same for Nestle while the other brands follow in a small
percentage.

TABLE 12:
Which of these 5 brands offer more
variety? No of respondents
 Cadbury 93
Ferrero Rocher 0
Amul 18
Nestle 32
Mars 6

Total

Total

Cadbury Nestle Amul Mars

INTERPRETATION:

Majority of the respondents think that Cadbury offers them the most variety among products
followed by nestle, Amul, Mars and Ferrero Rocher.

TABLE 13:
 No of
Did covid 19 responden
reduce your t
purchase? s Percentage
Yes 59 5
4
No 50 4
6
Total 10
0

Total

No
46%
Yes
54%

INTERPRETATION: 54% of the respondents claim that the covid-19 pandemic had a
negative impact on their purchasing patterns while 46% convey it did not have any effect.
TABLE 14:
Which mode No of
influences your respondent
purchase the most? s Percentage
Social media 40 37
Word of mouth 49 45
Television and
newspaper 20 18
Total 100

Total
Television
and
newspa-
per
18% Word of
mouth
45%

Social Media
37%

INTERPRETATION:
Word of Mouth influences purchasing patterns of the respondents the most with 45% while
37% of them claim that Social Media is effective. A small amount of them, that is 18% are
influenced by television and newspaper to buy chocolates.
CHAPTER -4

SUGGESTIONS
&
CONCLUSIONS
 CONCLUSIONS

It can be clearly seen from the questionnaire data that Cadbury dominates the Indian
chocolate industry. Several reasons which help it do so are its product variety, quality of taste
and marketing strategy.

Its marketing tagline of “kuch meetha ho jaye” has become popular among the public and
helps in word-of-mouth advertisement. Cadbury’s social media presence is more prominent
as compared to other brands as well helping it reach the masses. Their product pricing is also
cheap due to effective and efficient factory output and management.

The Indian Chocolate Industry is a unique mix of extreme consumption patterns, attitudes,
beliefs, income levels and spending. Understanding consumer demands and maintaining
quality will be essential and the key to Cadbury’s success. Right pricing will make or break
the product's success. There’s also an immense scope for growth of the chocolate industry in
India, geographically as well as in the product offering.

Chocolates have been upholding great taste and value and not only children but also adults
worldwide are loving the taste of the sweet confectionary as a result, it is expected to leave a
positive impact on the overall growth of chocolate demand and increase the Indian chocolate
market size in the coming timeframe. India, especially, is witnessing a major spur with regard
to the change in tastes and preferences and chocolate is marking a spectacular place in terms
of market placement for sweets and confectionaries.

Being a socially diverse country, India registers celebrations of festivities all across the year
and as a result, the demand for chocolates is observed at a mass level each year which is
anticipated to be a catalyst in the growth of India's chocolate market Revenue in the near
future.

Additionally, being a fragmented market landscape, the involvement of more new private
players and small-scale chocolate manufacturers in the chocolate market in India is expected
to bring new horizons for the growth of the Indian chocolate market and benefit the potential
industrialists and to be investors to eye on fortunate business growth in the chocolate market
in India in the coming years and is expected to leave a positive impact on the business growth
of some of the famous chocolate brands in the country.

It is expected to witness exponential growth over the coming years due to growing awareness
among people regarding health concerns and changing tastes and preferences of consumers
due to an increase in the adulteration of Indian sweets. Moreover, buying chocolates is a
result of the impulsive behaviour of consumers to celebrate small moments of joy and
happiness, thereby not impacting the chocolate market even during an economic slowdown or
recession

The years ahead will see many new developments -

a). a spurt in demand for Chocolate across all segments

b). an increase in awareness about the different types of Chocolate

c). the advent of new players in the market both indigenous as well as from abroad

d). new innovations in the field of Chocolate

e). many new opportunities in the gifting space ( already visible in the Personalised
Chocolate segment ),

f). many new jobs being created for technical and non-technical staff

g). change in the eating habits of our populace

h). increased demand for specific high-end Chocolates from discerning buyers who are
willing to pay premium prices for them.
India's Chocolate market is expected to reach US$ 4.24 Bn., with a CAGR of 11.5% for the
period 2021-2027, thanks to international chocolate producers who are increasingly
concentrating their efforts in rural India.

SUGGESTIONS:

● Persuading consumers to switch to branded products such as chocolates from generic

traditional Indian sweets and convincing them their chocolate products are “an
upgrade”

● The positive growth of the Chocolate industry could create new export opportunities;
we could create a niche for ourselves in the mid-range segment, offering good quality
at affordable prices. Such a market surely exists, especially in the Middle-East, South-
east Asia, Africa, etc. and get a foothold in the world-market through this route

● Chocolates, (whether milk or dark chocolate, shelf life does not change) have a longer
shelf life. With new, innovative brands offering a wide variety and range of
chocolates, the popularity of chocolates in the gifting space is bound to grow.

● Partnering with food aggregators, e-commerce sales and introducing customized

home delivery packaging based on consumer needs

● Supporting farmers to improve their post-harvesting and being involved in every

stage of the processing

● Manufacturers should be keen to tap the rising affluent urban population to introduce
premium or higher-priced products in the market as urban cities account for nearly
80% of the consumption of chocolates.
● Although distribution in rural India is improving, this segment still remains largely
untapped. Poor infrastructure – inadequate transportation and warehousing facilities –
is their biggest challenge and needs to be worked upon, smaller chocolate packets,
weighing less than 30gm and priced up to INR 10, are the fastest growing segment in
rural areas and can be promoted more

● There is an increasing shift towards dark chocolates because of the health benefits
offered by them, producers should keep in line with the same and explore new
varieties and product combinations.
 BIBLIOGRAPHY

● www.printweek.in

● www.indianmirror.com

● www.mondelezinternational.com/India

● www.imarcgroup.com

● Valuenotes.biz

● www.just-food.com

● www.bloomberg.com

● business.mapsofindia.com

● www.entrepreneur.com
 ANNEXURE
(QUESTIONNAIRE)