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STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY
AND NESTLE CHOCOLATES
PROJECT REPORT SUBMITTED,
IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY:
MAHESH GOPINATHAN NAIR
ENROLMENT No.
DECLARATION
Hereby declare that the project report entitled “STUDY OF CONSUMER PREFERENCE
TOWARDS NESTLE AND CADBURY CHOCOLATES” submitted for the degree of Master of
Business Administration, is my original work and the project report has not formed the
basis for the award of any diploma, degree, associate ship, fellowship or similar other
titles. It has not been submitted to any other university or institution for the award of
any degree or diploma.
Place:
Date: Mahesh Gopinathan Nair
ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine can
substitute which is possible while working in real situations. Application of theoretical
knowledge to practical situations is the bonanzas of this survey.
Without a proper combination of inspection and perspiration, it’s not easy to achieve
anything. There is always a sense of gratitude, which we express to others for the help
and the needy services they render during the different phases of our lives. I too would
like to do it as I really wish to express my gratitude toward all those who have been
helpful to me directly or indirectly during the development of this project.
First of all I wish to express my profound gratitude and sincere thanks to my esteemed
learned Director Dr. B.S. Bhatia, Director RIMT, Mandi Gobindgarh, who allowed me to
conduct the survey.
I would like to thank my professor Ms. Manjari who was always there to help and guide
me when I needed help. His perceptive criticism kept me working to make this project
more full proof. I am thankful to him for his encouraging and valuable support. Working
under him was an extremely knowledgeable and enriching experience for me. I am very
thankful to him for all the value addition and enhancement done to me.
No words can adequately express my overriding debt of gratitude to my parents whose
support helps me in all the way. Above all I shall thank my friends who constantly
encouraged and blessed me so as to enable me to do this work successfully.
Jasdeep Singh
MBA
TABLE OF CONTENTS
CHAPTER
NUMBER
CHAPTER NAME CONTENTS PAGE
NUMBER
I INTRODUCTION TO THE STUDY INTRODUCTION 2
CONSUMER PREFERENCE 3
SCOPE OF THE STUDY 4
OBJECTIVES OF THE STUDY 5
LIMITATIONS OF THE STUDY 6
II INTRODUCTION OF CHOCOLATE
AND COMPANY’S PROFILE
HISTORY OF CHOCOLATE 10
CHOCOLATE PRODUCTION 15
CONSUMTION OF
CHOCOLATE IN INDIA
19
NESTLE’S PROFILE 20
CADBURY’S PROFILE 25
III RESEARCH & DESIGN
METHODOLOGY
BASIS OF RESEARCH AND
DESIGN
33
IV FINDINGS & ANALYSIS ANALYSIS OF DATA 36
FINDINGS 61
CONCLUSION 62
SUGGESTIONS AND
RECOMENDETATIONS
63
V BIBLIOGRAPHY 65
VI ANNEXURE 67
LIST OF TABLES
TABLE
NUMBER
TITLE PAGE
NUMBER
1 LIKING FOR THE CHOCOLATES 36
2 DIFFERENT AGE GROUPS 37
3 PREFERENCE ACCORDING TO AGE GROUPS 38
4 BRAND PREFERENCE 39
5 PURCHASE OF CADBURY CHOCOLATES 40
6 PURCHASE OF NESTLE CHOCOLATES 41
7 OVERALL PURCHASE OF CHOCOLATES 42
8 PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES 43
9 PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES 44
10 INFLUENCING FACTORS DURING PURCHASE 45
11 INFLUENCING FACTORS DURING PURCHASE OF CADBURY
CHOCOLATES
46
12 INFLUENCING FACTORS DURING PURCHASE OF NESTLE
CHOCOLATES
47
13 FACTORS GIVING MOST SATISFACTION TO CONSUMERS 48
14 FACTORS GIVING MOST SATISFACTION TO CONSUMERS IN
CADBURY CHOCOLATE
49
15 FACTORS GIVING MOST SATISFACTION TO CONSUMERS IN
NESTLE CHOCOLATE
50
16 FORM PREFERENCE 51
17 PACK OF CHOCOLATES PREFERED 52
18 PROMOTIONAL OFFERS 53
19 FACTORS AFFECTING PURCHASE 54
TABLE
NUMBER
TITLE PAGE
NUMBER
20 MEDIA OF ADVERTISEMENT 55
21 FREQUENCY OF CONSUMPTION 56
22 REASONABLE PRICE 57
23 CONSUMER’S BRAND LOYALTY 58
24 REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED 59
LIST OF GRAPHS
TABLE
NUMBER
TITLE PAGE
NUMBER
1 LIKING FOR THE CHOCOLATES 36
2 DIFFERENT AGE GROUPS 37
3 PREFERENCE ACCORDING TO AGE GROUPS 38
4 BRAND PREFERENCE 39
5 PURCHASE OF CADBURY CHOCOLATES 40
6 PURCHASE OF NESTLE CHOCOLATES 41
7 OVERALL PURCHASE OF CHOCOLATES 42
8 FORM PREFERENCE 51
9 PACK OF CHOCOLATES PREFERED 52
10 PROMOTIONAL OFFERS 53
11 FACTORS AFFECTING PURCHASE 54
12 MEDIA OF ADVERTISEMENT 55
13 FREQUENCY OF CONSUMPTION 56
14 REASONABLE PRICE 57
15 CONSUMER’S BRAND LOYALTY 58
16 REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED 59
INTRODUCTION
In this research I have survey the product performance and buying behavior of two
famous brands of chocolates – Nestle and Cadbury, which are consumed by people of all
ages. During this research I have interacted with people of “Ambala”. After this research
I came to know how people perceives these products on the variables like price, quality,
advertisement, satisfaction, taste, packaging, brand loyalty etc. I also came to know
which particular brand of chocolate is most preferred by people of different age groups.
In this research I have surveyed that how frequently and how much chocolate they
consume, whether they buy small, big or family pack. Trend of ongoing changes in their
likings has been shown in the report. In this report I have tried to explain the entire
research and facts product wise.
CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to purchase,
from where to purchase, and how much to purchase. 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. Gone
are the days when the concept of market was let the buyer’s beware or when the
market was mainly the seller’s market. Now the whole concept of consumer’s
sovereignty prevails. The manufacturers produce and the sellers sell whatever the
consumer likes. In this sense, “consumer is the supreme in the market”.
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.
Preference (or "taste") is a concept, used in the social sciences, particularly economics.
It assumes a real or imagined "choice" between alternatives and the possibility of rank
ordering of these alternatives, based on happiness, satisfaction, gratification,
enjoyment, utility they provide. More generally, it can be seen as a source of
motivation. In cognitive sciences, individual preferences enable choice of
objectives/goals.
The study of the consumer preference not only focuses on how and why consumers
make buying decision, but also focuses on how and why consumers make choice of the
goods they buy and their evaluation of these goods after use. So for success of any
company or product promotion it is very necessary to depart its concentration towards
consumer preference.
SCOPE OF THE STUDY
As learning is a human activity and is as natural, as breathing. Despite of the fact that
learning is all pervasive in our lives, psychologists do not agree on how learning takes
place. How individuals learn is a matter of interest to marketers. They want to teach
consumers in their roles as their roles as consumers. They want consumers to learn
about their products, product attributes, potential consumers benefit, how to use,
maintain or even dispose of the product and new ways of behaving that will satisfy not
only the consumer’s needs, but the marketer’s objectives.
The scope of my study restricts itself to the analysis of consumer preferences,
perception and consumption of Cadbury and Nestle Chocolates. There are many other
brands of chocolates available but my study is limited to two major players of
chocolates leaving behind the others. The scope of my study is also restricts itself to
Ambala region only.
OBJECTIVES OF THE STUDY
This project is based on the comparative study consumer behavior towards Nestle
and Cadbury chocolates. Objectives of the study are:
The other objective is to know about the customer satisfaction level
associated with the product and the customer preference level.
To increase customer satisfaction and recapture the market share by
fulfilling the customer needs.
To study the factors affecting the consumption pattern.
LIMITATIONS 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.
Chocolate
The very word makes your mouth water.
Chocolate is more than just a food: it’s a state of mind.
Chocolates
Chocolates! Chocolates!
Every body has a liking for them, be they in the form of bar
Or a tiny little gem,
Or shaped like a rectangle,
Or a sphere, a brick or an éclair.
For chocolate lovers it is fun,
To have them during rain, breeze or sun.
They are white and brown in color,
And taste sweet and bitter
Some have them in a glass of cold coffee, or in the form of a toffee.
Some eat them when they are sad
Some relish them when they are happy or have sweet dreams,
But I feel, to have chocolates
We don’t need a reason,
‘Cause we can have it
Anytime, any season!
History of chocolate:
The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in
Central America, who first enjoyed “chocolati” a much-prized spicy drink made from
roasted cocoa beans.
Throughout its history, whether as cocoa or drinking chocolate beverage or
confectionary treat, chocolate has been a much sought after food.
The Aztec empire
“Chocolate”(in the form of a luxury drink) was consumed in large quantities by the
aztecs: the drink was described as “ finely ground, soft, foamy, reddish, bitter with chilli
water, aromatic flowers, vanilla and wild bee honey.
The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain
supplies of cocoa beans from “ tribute” or trade
Don Cortes
The Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a
powerful empire, and the Spanish armies conquered Mexico. Don Cortes was made
captain general and governor of Mexico.
When he returned to Spain in1528 he loaded his galleons with cocoa beans and
equipment for making the chocolate drink. Soon “chocolate” became a fashionable
drink enjoyed by the rich in Spain.
Chocolate across Europe
An Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. He
had visited Central America and seen how the Indians prepared the cocoa beans and
how they made the drink, and by 1606 chocolate was well established in Italy.
Drinking chocolate
The secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 of
Spain married king Louis 13 of France
The French court enthusiastically adopted this new exotic drink, which was considered
to have medicinal benefits as well as being a nourishing food. Gradually the custom of
drinking chocolate spread across Europe, reaching England in the 1650’s
First chocolate for eating
Up until this point all chocolate recipes were based on plain chocolate. It was an English
doctor, sir Hans’s sloane, who- after traveling in south America- focused on cocoa and
food values, bringing a milk chocolate recipe back to England.
The original Cadbury milk chocolate was prepared to his recipe.
History:
The earliest record of chocolate was over fifteen hundred years ago in the central
America rain forests, where the tropical mix of high rain fall combined with high year
round temperatures and humidity provide the ideal climate for cultivation of the plant
from which chocolate is derived, the cacao tree.
“ Chocolate is made from the cocoa bean, found in pods growing from the trunk and
lower branches of the cacao tree, Latin name “ theobroma cacao” meaning “ food of the
gods”
Cacao was corrupted into the more familiar “ cocoa” by the early European explorers.
The Maya brewed a spicy, bittersweet drink by roasting and pounding the seeds of the
cacao tree with maize and capsicum peppers and letting the mixture ferment. This drink
was reserved for use in ceremonies as well as for drinking by the wealthy and religious
elite; they also ate cacao porridge.
The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from the raw
beans, which again featured prominently in ritual and as a luxury available only to the
very wealthy. The Aztecs called this drink xocolatl, the Spanish conquistadors found this
almost impossible to pronounce and so corrupted it to the easier “ chocolat” the English
further changed this to chocolate.
The Aztec’s regarded chocolate as an aphrodisiac and their emperor, Montezuma
reputedly drank it fifty times a day from a golden goblet and is quoted as saying of
xocolatl: “ the divine drink, which builds up resistance and fights fatigue. A cup of this
precious drink permits a man to walk for a whole day without food”
Chocolate in Europe
Xocolatl! or chocolat or chocolate as it became known, was brought to Europe by
Cortez, by this time the conquistadors had learned to make the drink more palatable to
European tastes by mixing the ground roasted beans with sugar and vanilla ( a practice
still continued today), thus offsetting the spicy bitterness of the brew the Aztec’s drank.
The first chocolate factories opened in Spain, where the dried fermented beans brought
back from the new world by the Spanish treasure fleets were roasted and ground, and
by the early 17th century chocolate powder – from which the European version of the
drink was made- was being exported to other parts of Europe. The Spanish kept the
source of the drink- the beans- a secret for many years, so successfully in fact, that
when English buccaneers boarded what they thought was a Spanish “ treasurer galleon”
in 1579, only to find it loaded with what appeared to be “ dried sheep’s droppings, they
burned the whole ship in frustration. If only they had known, chocolate was so
expensive at that time, that it was worth it’s weight in silver ( if not gold), chocolate was
treasure indeed !
Within a few years, the cocoa beverage made from the powder produced in Spain had
become popular throughout Europe, in the Spanish Netherlands, Italy, France, Germany
and – in about 1520 – it arrived in England.
The first chocolate house in England opened in London in 1657 followed rapidly by many
others. Like the already well established coffee houses, they were used as clubs where
the wealthy and business community met to smoke a clay pipe of tobacco, conduct
business and socialize over a cup of chocolate.
Back to the America’s
Event’s went full circle when English colonists carried chocolate (and coffee) with them
to England’s colonies in north America. Destined to become the united states of
America and Canada, they are now the worlds largest consumers – by far – of both
chocolate and coffee, consuming over half of the words total production of chocolate
alone.
The Quakers
The Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans of
English civil war and pilgrim fathers fame and a history of chocolate would not be
complete without mentioning their part in it. Some of the most famous names in
chocolate were Quakers, who for centuries held a virtual monopoly of chocolate making
in the English speaking world – fry, Cadbury and row tree are probably the best known.
Its probably before the time of the English civil war between parliament and king
Charles 1st that the Quaker’s who evolved from the puritans, first began their historic
association with chocolate. Because of their pacifist religion, they were prohibited from
many normal business activities, so as an industrious people with a strong belief in the
work ethic (like the puritans), they involved themselves in food related businesses and
did very well. Baking was a common occupation for them because bread was regarded
as the biblical “staff of life”, and bakers in England were the first to add chocolate to
cakes so it would be a natural progression for them to start making pure chocolate. They
were also heavily involved in breakfast cereals but that’s another story.
What is certain is that the fry, row tree and Cadbury families in England among others,
began chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol,
England) is credited with producing and selling the world’s first chocolate bar. Fry’s have
now all but disappeared (taken over by Cadbury) and row tree have merged Swiss
company nestle, to form the largest chocolate manufacturer in the world. Cadbury have
stayed with chocolate production and are now, if not quite the largest, probably one of
the best-known chocolate makers in the world.
Chocolate as we know it
The first mention of chocolate being eaten in solid form is when bakers in England
began adding cocoa powder to cakes in the mid 1600’s. Then in 1828 a Dutch chemist,
Johannes van houten, invented a method of extracting the bitter tasting fat or “cocoa
butter” from the roasted ground beans, his aim was to make the drink smoother and
more palatable, however he unknowingly paved the way for solid chocolate as we know
it.
Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England
– mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to
produce the first solid chocolate bar then in1875 a Swiss manufacturer,
Daniel peters, found a way to combine (some would say improve, some would say ruin)
cocoa powder and cocoa butter with sugar and dried milk powder to produce the first
milk chocolate.
CHOCOLATE PRODUCTION
The cocoa-bean -- the heart of the sweetest delicacy in the world -- is
bitter! This is why, up to the 18th century some native tribes ate only the
sweetish flesh of the cocoa fruit. They regarded the precious bean as
waste or used it, as was the case among the Aztecs, as a form of currency.
TheVarieties
There are two quite different basic classifications of cocoa, under which
practically all varieties can be categorised: Criollo and Forastero cocoas.
The pure variety of the Criollo tree is found mainly in its native Equador
and Venezuela. The seeds are of finer quality than those of the Forastero variety.
They have a particularly fine, mild aroma and are, therefore, used only in the production
of high-quality chocolate and for blending. However, Criollo cocoa accounts for only
10% of the world crop. The remaining 90% is harvested from trees of the Forastero
family, with its many hybrids and varieties. The main growing area is West Africa. The
cocoa tree can flourish only in the hottest regions of the world.
TheHarvest
Immediately after harvesting, the fruit is treated to prevent it from
rotting. At fermentation sites either in the plantation or at, collecting
points, the fruit is opened.
Fermentation
The fermentation process is decisive in the production of high quality raw cocoa. The
technique varies depending on the growing region.
Drying
After fermentation, the raw cocoa still contains far too much water; in fact about 60%.
Most of this has to be removed.
What could be more natural than to spread the beans out to dry on the sun-soaked
ground or on mats? After a week or so, all but a small percentage of the water has
evaporated.
Cleaning
Before the real processing begins, the raw cocoa is thoroughly cleaned
by passing through sieves, and by brushing. Finally, the last vestiges of
wood, jute fibres, sand and even the finest dust are extracted by
powerful vacuum equipment.
Roasting
The subsequent roasting process is primarily designed to develop the aroma. The entire
roasting process, during which the air in the nearly 10 feet high furnaces reaches a
temperature of 130 °C, is carried out automatically.
Crushingandshelling
The roasted beans are now broken into medium sized pieces in the crushing machine.
Blending
Before grinding, the crushed beans are weighed and blended according to special
recipes. The secret of every chocolate factory lies in the special mixing ratios, which it
has developed for different types of cocoa.
Grinding
The crushed cocoa beans, which are still fairly coarse are now pre-ground by special
milling equipment and then fed on to rollers where they are ground into a fine paste.
The heat generated by the resulting pressure and friction causes the cocoa butter
(approximately 50% of the bean) contained in the beans to melt, producing a thick,
liquid mixture.
This is dark brown in color with a characteristic, strong odour. During cooling it gradually
sets: this is the cocoa paste.
At this point the production process divides into two paths, but which soon join again. A
part of the cocoa paste is taken to large presses, which extract the cocoa butter. The
other part passes through various blending and refining processes, during which some
of the cocoa butter is added to it. The two paths have rejoined.
CocoaButter
The cocoa butter has important functions. It not only forms part of every
recipe, but it also later gives the chocolate its fine structure, beautiful
lustre and delicate, attractive glaze.
Cocoa Powder
After the cocoa butter has left the press; cocoa cakes are left which still contain a 10 to
20% proportion of fat depending on the intensity of compression.
These cakes are crushed again, ground to powder and finely sifted in
several stages and we obtain a dark, strongly aromatic powder, which is
excellent for the preparation of delicious drinks - cocoa. Cocoa paste,
cocoa butter, sugar and milk are the four basic ingredients for making chocolate. By
blending them in accordance with specific recipes the three types of chocolate are
obtained which form the basis of ever product assortment, namely:
Kneading
In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or
condensed milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are
pulverized and kneaded.
Rolling
Depending on the design of the rolling mills, three or five vertically
mounted steel rollers rotate in opposite directions. Under heavy
pressure they pulverise the tiny particles of cocoa and sugar down to a
size of approx. 30 microns. (One micron is a thousandth part of a millimetre.)
Conching
But still the chocolate paste is not smooth enough to satisfy our palates.
But within two or three days all that will have been put right. For during
this period the chocolate paste will be refined to such an extent in the
conches that it will flatter even the most discriminating palate.
Conches (from the Spanish word "concha", meaning a shell) is the name given to the
troughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to
80 °C and, while being constantly stirred, is given a velvet smoothness by the addition of
certain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste then
takes place in the conches: its bitter taste gradually disappears and the flavor is fully
developed. The chocolate no longer seems sandy, but dissolves meltingly on the tongue.
It has attained the outstanding purity, which gives it its reputation.
CONSUMPTION OF CHOCOLATES IN INDIA
Chocolate consumption in India is extremely low. Per capita consumption is around 160
gms in the urban areas, compared to 8-10kg in the developed countries. In rural areas, it
is even lower. Chocolates in India are consumed as indulgence and not as a snack food.
A strong volume growth was witnessed in the early 90’s when Cadbury repositioned
chocolates from children to adult consumption. The biggest opportunity is likely to stem
from increasing the consumer base. Leading players like Cadbury and Nestle have been
attempting to do this by value for money offerings, which are affordable to the masses.
NESTLE’
Nestle India
Nestle’ India is a subsidiary of Nestle’ S.A. of Switzerland. The company insists on
honesty, integrity and fairness in all aspects of its business and expects the same in its
relationships.
Nestle India- Presence Across India
Beginning with its first investment in Moga in 1961, Nestlé’s regular and substantial
investments established that it was here to stay. In 1967, Nestlé set up its next factory
at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble
tea. The Nanjangud factory (Karnataka), became operational in 1989, the Samalkha
factory (Haryana), in 1993 and in 1995 and 1997, Nestlé commissioned two factories in
Goa at Ponda and Bicholim respectively. Nestlé India is now putting up the 7th factory at
Pant Nagar in Uttaranchal.
Nestle’ Story
Nestlé was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its
first product was “Farine Lactée Nestlé”, an infant cereal specially formulated by Henri
Nestlé to provide and improve infant nutrition. From its first historic merger with the
Anglo-Swiss Condensed Milk Company in 1905, Nestlé has grown to become the world’s
largest and most diversified food Company, and is about twice the size of its nearest
competitor in the food and beverage sector.
Nestlé’s trademark of birds in a nest, derived from Henri Nestlé’s personal coat
of arms, evokes the values upon which he founded his Company. Namely, the values of
security, maternity and affection, nature and nourishment, family and tradition. Today,
it is not only the central element of Nestlé’s corporate identity but serves to define the
Company’s products, responsibilities, business practices, ethics and goals.
In 2004, Nestlé had around 247,000 employees worldwide, operated 500
factories in approx. 100 countries and offered over 8,000 products to millions of
consumers universally. The Company’s transparent business practices, pioneering
environment policy and respect for the fundamental values of different cultures have
earned it an enviable place in the countries it operates in. Nestlé’s activities contribute
to and nurture the sustainable economic development of people, communities and
nations. Above all, Nestlé is dedicated to bringing the joy of ‘Good Food, Good Life’ to
people throughout their lives, throughout the world.
Nestle’ Brands
Milk Products & Nutrition
Beverages
Prepared Dishes and Cooking Aids
Chocolates & Confectionary
MILK PRODUCTS AND NUTRITION:
NESTLÉ EVERYDAY Dairy Whitener
NESTLÉ EVERYDAY Slim
NESTLÉ EVERYDAY Ghee
NESTLÉ MILKMAID
NESTLÉ Fresh 'n' Natural Dahi
NESTLÉ Fresh 'n' Natural Slim Dahi
NESTLÉ Jeera Raita
NESTLÉ MILKMAID Fruit yoghurt
NESTLÉ Milk
NESTLÉ Slim Milk
BEVERAGES:
NESCAFÉ CLASSIC
NESCAFÉ SUNRISE
NESTLÉ MILO
NESCAFÉ 3 in 1
NESCAFÉ Koolerz
PREPARED DISHES AND COOKING AIDS
MAGGI 2-MINUTE Noodles
MAGGI Vegetable Atta Noodles
MAGGI Dal Atta Noodles
MAGGI Rice Noodles Mania
MAGGI Sauces
MAGGI Pizza Mazza
MAGGI Healthy Soups
MAGGI Healthy Soup- Sanjeevni
MAGGI MAGIC Cubes
CHOCOLATES & CONFECTIONARY
NESTLÉ KIT KAT
NESTLÉ KIT KAT LITE
NESTLÉ MUNCH
NESTLÉ MUNCH POP CHOC
NESTLÉ MILKYBAR
NESTLÉ MILKYBAR CHOO
NESTLÉ BAR-ONE
NESTLÉ FUNBAR
NESTLÉ Milk Chocolate
POLO
POLO Powermint
NESTLÉ Eclairs
NESTLEKITKAT
are crisp wafer fingers covered with choco layer. NESTLÉ KIT KAT has a unique finger format with a
‘breaking' ritual attached to it.
NESTLÉ KIT KAT is one of the most successful brands in the world and every year
over 12 billion NESTLÉ KIT KAT fingers are consumed around the globe.
NESTLE MUNCH
NESTLÉ MUNCH is wafer layer covered with delicious choco layer. NESTLÉ MUNCH is so
crisp, light and irresistible that you just ‘can't stop Munching.' NESTLÉ MUNCH is the
largest selling SKU in the category!
NESTLE MILKY BAR:
NESTLÉ MILKYBAR is a delicious milky treat, which kids love. Relaunched in January 2006
with a Calcium Rich recipe, NESTLÉ MILKYBAR is a favorite with parents to treat their
kids with.
NESTLE BAR-ONE
is a luscious nougat and caramel with delicious choco layer. NESTLÉ BAR-ONE constantly
reminds you that it is ‘Time for Action'.
NESTLE Milk Chocolate:
NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it!
CADBURY
How Cadbury Chocolate is made
John Cadbury
Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John
paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today's
standards this chocolate was not particularly good: it was coarse and dry and not sweet
or milky enough for public tastes.
There was a great deal of competition from continental manufacturers, not only the
French,but also the Swiss, renowned for their milk chocolate.
Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. A
considerable amount of time and money was spent on research and on new plant
designed to produce the chocolate in larger quantities.
A recipe was formulated incorporating fresh milk, and production processes were
developed to produce a milk chocolate 'not merely as good as, but better than' the
imported milk chocolate'.
Four years of hard work were invested in the project and in 1905
what was to be Cadbury's top selling brand was launched.
Three names were considered: Jersey, Highland Milk and Dairy Maid.
Dairy Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour and
smooth creamy texture, was ready to challenge the Swiss domination of the milk
chocolate market.
By 1913 Dairy Milk had become the company's best selling line and in the mid twenties
Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever
since.
COMPANY OVERVIEW OF CADBURY INDIA
Cadbury began its operations in 1948 by importing chocolates and then re-packing them
before distribution in the Indian market. After 59 years of existence, it today has five
company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur
(Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,
Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.
Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk
Food Drinks and in the Candy category.
In the Chocolate Confectionery business, Cadbury has maintained its undisputed
leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk,
Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered
the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate
taste for the Indian consumer.
In the Milk Food drinks segment their main product is Bournvita - the leading Malted
Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the
undisputed leader.
The Cadbury India Brand Strategy has received consistent support through simple but
imaginative extensions to product categories and distribution. A good example of this is
the development of Bytes. Crispy wafers filled with coca cream in the form of a bagged
snack, Bytes is positioned as "The new concept of sweet snacking". It delivers the taste
of chocolate in the form of a light snack, and thus heralds the entry of Cadbury India
into the growing bagged Snack Market, which has been dominated until now by Salted
Bagged Snack Brands. Bytes was first launched in South India in 2003.
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India.
For over two decades, it has worked with the Kerala Agriculture University to undertake
cocoa research and released clones, hybrids that improve the cocoa yield.
Today, Cadbury is poised in its leap towards quantum growth and new categories of
business, namely gums, mints, snacking and gifting. It is a part of the Cadbury
Schweppes Group, world's No.1 Confectionery Company.
CADBURY WORLD WIDE
Cadbury is the world's largest confectionery company and have a
strong regional presence in beverages in the Americas and Australia.
With origins stretching back over 200 years, today their products -
which include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple,
Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost every country around
the world. We employ around 60,00 people.
Their heritage starts back in 1783 when Jacob Schweppe perfected
his process for manufacturing carbonated mineral water in Geneva,
Switzerland. And in 1824 John Cadbury opened in Birmingham selling
cocoa and chocolate.
These two great household names merged in 1969 to form Cadbury Schweppes
plc. Since then they have expanded their business throughout the world by a
programme of organic and acquisition led growth.
Concentrating on their core brands in beverages and confectionery since the
1980s, they have strengthened their portfolio through almost fifty acquisitions, including
brand icons such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor,
Bassett, Dr Pepper, 7 Up and Snapple.
- It employ 60,000 people in over 200 countries
- Worlds No 1 Confectionery company
- World's No 2 Gums company
- World's No 3 beverage company
Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls
CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems
DAIRY MILK
The story of Cadbury Dairy
Milk started way back in 1905 at
Bournville, U.K., but the journey with chocolate lovers in India began in 1948.
The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of
Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens &
adults.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie,
chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a
delightful combination of milk chocolate and white chocolate. Giving consumers an
exciting reason to keep coming back into the fun filled world of Cadbury.
Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
5 STAR
the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star
moves from strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat
inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the
consumers taste for a high quality & different chocolate eating experience.
One of the key properties that Cadbury 5 Star was associated with was its classic Gold
colour. And through the passage of time, this was one property that both, the brand and
the consumer stuck to as a valuable association.
More recently, to give consumers another reason to come into the Cadbury 5 Star fold,
Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now
available with a dash of rice crispies.
PERK
Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury
Perk targeted the casual snacking space that was dominated primarily by chips &
wafers.
With the rise of more value-for-money brands in the wafer chocolate segment,
Cadbury Perk unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose
of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more
irresistible
CELEBRATIONS
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and
dry- fruits during festive seasons.
Cadbury Celebrations is available in several assortments: An assortment of chocolates
like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury
dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut
butterscotch and caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an
exotic range of chocolate covered dry fruits and nuts in various flavours and the
premium dark chocolate range which is exotic dark chocolate in luscious flavours.
TEMPTATION
Cadbury Temptations is a range of delicious premium chocolate in five
flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest
and Old Jamaica.
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 Cadbury and nestle
chocolates consumed by the people. The data had been used to cover various aspects
like consumption, consumer’s preference and customer’s satisfaction regarding Cadbury
and Nestle chocolates. In collecting requisite data and information regarding the topic
selected, I went to the residents of Ludhiana and collected the data.
Survey 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.
Sample Size and Design:
A sample of 100 people was taken on the basis of convenience. The actual consumers
were contacted on the basis of random sampling.
Research Period:
Research work is only carried for 2 or 3 weeks.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions
included were open ended, dichotomous and offered multiple choices.
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
“Comparative study of consumer behavior towards Nestle and Cadbury
chocolates”. 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:
The data is analyzed on the basis of suitable tables by using mathematical techniques.
The technique that I have used is bar technique.
ANALYSIS OF THE STUDY
LIKING FOR THE CHOCOLATES
Table:1
Liking for the Chocolate Yes No
Number of Respondents 95 5
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.
DIFFERENT AGE GROUPS
Table:2
AGE GROUPS 0-10 10-20 20-30 ABOVE 30
NUMBER OF
RESPONDENTS
14 42 33 11
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.
PREFERENCE ACCORDING TO AGE GROUPS
Table:3
AGE GROUPS
BRANDS 0-10 10-20 20-30 ABOVE 30
CADBURY 7 35 24 5
NESTLE 5 6 8 5
NO CONSUMTION 2 1 1 1
Chart:3
According to the above analysis it is concluded that people of different age groups
prefer mostly Cadbury brand of chocolate while Nestle brand is least preferred by the
age group between 10-20. People of age group above 30 equally likes to have both
brands.
BRAND PREFERENCE
Table:4
BRANDS PREFERENCE BY CONSUMERS
CADBURY 73
NESTLE 22
Chart:4
From the above analysis of given sample of 93 respondents who eat chocolates it is
concluded that only 22 people prefer to eat Nestle chocolates while 73 people likes to
eat Cadbury chocolates.
PURCHASE OF CHOCOLATES
PURCHASE OF CADBURY CHOCOLATES
Table:5
CADBURY CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS
DAIRY MILK 69
5 STAR 64
PERK 61
CELEBRATIONS 49
TEMPTATIONS 41
Chart:5
From the above analysis of given sample of 73 respondents who eat Cadbury chocolates
it is concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while
Temptation is least purchased by the people.
PURCHASE OF NESTLE CHOCOLATES
Table:6
NESTLE CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS
KIT KAT 17
MUNCH 19
MILKY BAR 18
BAR- ONE 16
MILK CHOCOLATE 11
Chart:6
From the above analysis of given sample of 22 respondents who eat Nestle chocolates it
is concluded that mostly all sub-brands are purchased by people but top most is Munch
followed by Milky Bar and Kit Kat. While surveying we have found that many people are
not aware of Milk Chocolate.
OVERALL PURCHASE OF CHOCOLATES
Table:7
OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES
SUB-BRANDS PERCENTAGE OF PURCHASE
DAIRY MILK 13
5 STAR 12
PERK 11
CELEBRATIONS 9
TEMPTATIONS 7
KIT KAT 10
MUNCH 11
MILKY BAR 11
BAR ONE 9
MILK CHOCOLATE 7
Chart:7
From the above analysis it is concluded that overall Dairy Milk is purchased by people
followed by 5 Star while Temptation and Milk Chocolate is least purchased by people.
PREFERENCE OF SUBRANDS OF CHOCOLATES
PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES
Table: 8
CADBURY CHOCOLATES
SUB- BRANDS GRAND TOTAL OF
PREFERENCE
AVERAGE
(GRAND TOTAL / No. OF
RESPONDANTS)
RANKS
DAIRY MILK 315 4.3 1
5 STAR 220 3 2
PERK 176 2.4 3
CELEBRATIONS 136 1.86 4
TEMPTATION 91 1.24 5
According to the above analysis it is concluded that in Cadbury Brand, Dairy milk is the
most preferred sub-brand as it is ranked first by the respondents. While Temptation is
the least preferred sub-brand of Cadbury chocolates.
PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES
Table:9
NESTLE CHOCOLATES
SUB- BRANDS GRAND TOTAL
OF PREFERENCE
AVERAGE
(GRAND TOTAL / No. OF
RESPONDANTS)
RANKS
KIT KAT 70 3.18 1
MUNCH 64 2.9 3
MILKY BAR 65 2.95 2
BAR-ONE 45 2.05 4
MILK CHOCOLATE 30 1.36 5
According to the above analysis it is concluded that in Nestle Brand, Munch is the most
preferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is the
least preferred sub-brand of Cadbury chocolates.
INFLUENCING FACTORS DURING PURCHASE
OVERALL INFLUENCE
Table :10
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 435 4.58 1
PRICE 295 3.1 9
QUALITY 391 4.12 2
PACKAGING 344 3.62 4
FORM 301 3.17 7
BRAND 354 3.73 3
IMAGE 344 3.62 4
COLOR 297 3.13 8
SHAPE 268 2.82 10
QUANTITY 342 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.
INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES
Table:11
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 335 4.6 1
PRICE 235 3.2 7
QUALITY 307 4.2 2
PACKAGING 277 3.79 3
FORM 231 3.16 8
BRAND 271 3.71 4
IMAGE 262 3.59 5
COLOR 224 3.07 9
SHAPE 213 2.92 10
QUANTITY 262 3.59 5
According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, packaging and brand. Here color and
shape are not all influencing people while purchasing Cadbury chocolates.
INFLUENCING FACTORS DURING PURCHASE OF NESTLE CHOCOLATES
Table:12
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 100 4.5 1
PRICE 60 2.72 5
QUALITY 84 3.82 2
PACKAGING 67 3.04 9
FORM 70 3.18 8
BRAND 83 3.77 3
IMAGE 82 3.73 4
COLOR 73 3.32 7
SHAPE 55 2.5 10
QUANTITY 80 3.64 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. Here packaging and
shape are not all influencing people while purchasing Nestle chocolates.
FACTORS GIVING MOST SATISFACTION TO CONSUMERS
OVERALL
Table:13
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 427 4.81 1
PRICE 337 3.6 4
QUALITY 367 3.86 2
PACKAGING 338 3.56 5
FORM 332 3.49 7
BRAND 358 3.77 3
IMAGE 328 3.45 9
COLOR 332 3.49 7
SHAPE 335 3.52 6
QUANTITY 328 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.
IN CADBURY CHOCOLATE
Table:14
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 334 4.6 1
PRICE 269 3.68 5
QUALITY 282 3.86 2
PACKAGING 272 3.73 4
FORM 264 3.62 6
BRAND 282 3.86 2
IMAGE 247 3.38 10
COLOR 259 3.55 7
SHAPE 258 3.53 8
QUANTITY 255 3.49 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 and image.
IN NESTLE CHOCOLATE
Table:15
FACTORS GRAND TOTAL AVERAGE RANK
FLAVOR/TASTE 93 4.2 1
PRICE 68 3.09 8
QUALITY 85 3.86 2
PACKAGING 66 3 10
FORM 68 3.09 8
BRAND 76 3.45 5
IMAGE 81 3.68 3
COLOR 73 3.32 6
SHAPE 77 3.5 4
QUANTITY 73 3.32 6
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 image. It is
surprising to know that although people are satisfied with quality but unsatisfied with
the form and packaging.
FORM PREFERENCE
Table:16
FORM OF CHOCOLATE NUMBER OF
RESONDENTS
HARD 33
NUTTIES 25
CRUNCHY 29
CHEW 20
Chart:8
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.
PACK OF CHOCOLATES PREFERED
Table:17
PACK SIZE NUMBER OF RESPONDENTS
SMALL 28
BIG 48
FAMILY PACK 19
Chart:9
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.
PROMOTIONAL OFFERS
Table:18
PROMOTIONAL OFFERS NUMBER OF RESPONDENTS
FREE GIFTS 52
PRICE OFFER 23
ANY OTHER 20
Chart: 10
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.
FACTORS AFFECTING PURCHASE
Table:19
FACTORS NUMBER OF RESPONDENTS
ADVERTISEMENT 65
SUGGESTION FROM FRIENDS AND RELATIVES 16
ATTRACTIVE DISPLAY 11
DOCTORS ADVICE 15
BRAND AMBASSADORS 9
INGREDIENTS 25
Chart: 11
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.
MEDIA OF ADVERTISEMENT
Table:20
MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS
TELEVISION 82
NEWSPAPERS 7
BROCHURES 3
HOARDING 4
DISPLAY 15
Chart:12
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.
FREQUENCY OF CONSUMPTION
Table:21
FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS
ONCE IN A FORTNIGHT 16
DAILY 17
WEEKLY 39
MONTHLY 18
QUARTERLY 5
Chart:13
According to the above analysis it is concluded that mostly people purchase chocolates
weekly. Only 15 out of 95 purchase chocolates quarterly.
REASONABLE PRICE
Table:22
PRICE OF CHOCOLATE NUMBER OF RESPONDENTS
BELOW 5 6
5-10 23
10-20 51
20-30 4
ABOVE 30 11
Chart: 14
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.
CONSUMER’S BRAND LOYALTY
Table:23
BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS
POSTPONE YOUR PURCHASE 26
SWITCH OVER TO OTHER BRANDS 24
GO TO OTHER SHOP FOR SEARCH OF
PREFERED BRAND
45
Chart:15
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.
REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED
Table:24
SHIFT TO NEW BRAND OF THE PREFERED
PRODUCT
NUMBER OF RESPONDENTS
NO, NOT AT ALL 35
MAY CONSIDER 27
NO, SHALL NOT 4
CAN’T SAY 29
Chart:16
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.
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
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.
CONCLUSION
A survey of the people has been conducted to know the liking pattern of
the two products Cadbury and Nestle. It is observed that overall people like to
eat Cadbury brand rather than Nestle. It is concluded that mostly people
preferred Dairy Milk of Cadbury due to its flavor/taste, quality and image and
due to its hard form. Some people often like to have a chocolate with good
flavor, quality and crunchiness so they are going towards Kit Kat and Munch of
Nestle due to its taste and crunchiness.
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.
SUGGESTIONS AND 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.
Nestle company should concentrate on its packing as people are least satisfied
with it while Cadbury should concentrate on the shape of a chocolate.
People are unsatisfied with the price and quantity of chocolate so companies
should concentrate in this regard also.
BIBLIOGRAHY
http://www.cadburyindia.com
http://www.nestle.com
http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
http://www.google.com
http://www.cadbury.co.nz/carnival/index.htm
http://www.packaging -technology.com/…/cadbury4.html
http://www.chocolatereview.co.uk
http://en.wikipedia.org/wiki/preference
QUESTIONNAIRE
PROJECT REPORT ON CONSUMER PREFERENCETOWARDS NESTLE AND CADBURY
CHOCOLATES
Que1. Do you eat chocolate?
Yes No
Que2. Which brand of chocolate do you prefer?Cadbury Nestle
Que3. Which sub-brand you have purchased?
Cadbury Nestle
Dairy Milk Kit Kat
5Star Munch
Perk Milky Bar
Celebrations Bar-One
Temptation Milk Chocolate
Que4. Rank the sub-brands of chocolates according to your preference? (1 for most preferred)
Cadbury Nestle
Dairy Milk Kit Kat
5Star Munch
Perk Milky Bar
Celebrations Bar-One
Temptation Milk Chocolate
Que5. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column)
Factors Very Important
Important Normal Least Important
None
Flavor/tastePriceQualityPackagingFormBrandImageColorShapeQuantity
Que6. How much are you satisfied with the following factors in your preferred chocolate? (Tick in the desired column)Factors Very
SatisfiedSatisfied Normal Least
SatisfiedCan’t Say
Flavor/tastePriceQualityPackaging
FormBrandImageColorShapeQuantity
Que7. Which form of a chocolate do you like? Hard Nutties
Crunchy Chew
Que8. What pack do you purchase?Small Big Family Pack
Que9. Which promotional offers attract you most?Free gifts Price Offer Any other
Que10.Which of these factors affect your purchase? Advertisement
Suggestion from friends and relatives
Attractive Display
Doctors Advice
Brand Ambassadors
Ingredients
Que11. Which media of advertisement influence your purchase?Television Newspapers Brochures
Hoarding Display
Que12. How frequently do you purchase chocolates?Once in a fortnight Daily
Weekly MonthlyQuarterly
Que13. What according to you is the reasonable price of chocolate?
Below5 5-10 10-20
20-30 Above 30
Que14. 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
Que15. 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
Que16. If you don’t like to change to the new brand, then what are the reasons for
continuing to purchase the old brand?
PERSONAL DETAILS
Name:
Address:Age:
Between 0-10 Between10-20Between 20-30 Above 30
Gender:Phone Number:Marital status:Education:Profession:
THANKS
