A RESEARCH PROJECT REPORT

ON

“STUDY OF CONSUMER PREFERENCETOWARDS

CADBURY AND NESTLE CHOCOLATES”
SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE
AWARD OF THE DEGREE OF MASTER IN BUSINESS
ADMINISTRATION

UNDER THE GUIDANCE OF:

Ms./ Mr./ Dr./ Prof. Deepti laroia
Assistant Professor/ Associate Professor/ Professor, RDIAS

SUBMITTED BY:
Name of the Student
Enrollment No.13315903909
MBA, Semester IV
Batch 2009 - 2011

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2008 Certified Institute

(Approved by AICTE, HRD Ministry, Govt. of India)
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-110085
 CONTENTS

Student declaration…………………………………………………………i

Certificate from company/organization…………………………………..ii

Certificate from guide……………………………………………………..iii

Acknowledgement………………………………………………………...iv

Executive summary……………………………………………………….v

List of tables……………………………………………………………….vi

List of graph……………………………………………………………….vii

List of charts……………………………………………………………...viii

List of abbreviation if any…………………………………………………ix

 STUDENT”S DECLARATION

This is to certify that I have completed the Project titled “STUDY

OF CONSUMER PREFERENCE TOWARDS
CADBURYAND NESTLE CHOCOLATES” under the
guidance of “Ms. DEEPTI LAROIA” in the partial fulfillment of
the requirement for the award of the degree of “Masters in
Business Administration” from “Rukmini Devi Institute of
Advanced Studies, New Delhi.”

This is an original work and I have not submitted it earlier

elsewhere.

MOHAMMAD PARVEZ KHAN

13315903909
MBA IV SECTION-B
 CERTIFICATE OF GUIDE

This is to certify that the project titled “STUDY OF CONSUMER

PREFERENCE TOWARDS CADBURY AND NESTLE
CHOCOLATES” is an academic work done by “MOHAMMAD
PARVEZKHAN” submitted in the partial fulfillment of
the requirement for the award of the degree of “Masters in

Business Administration” from “Rukmini Devi Institute of

Advanced Studies, New Delhi.” under my guidance and direction.

To the best of my knowledge and belief the data and information

presented by him / her in the project has not been submitted

earlier elsewhere.

Ms. DEEPTI LAROIA

Designation of the Faculty
RDIAS
 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Rukmini Devi Institute Of

Advanced Studies, GGSIP University, New Delhi for imparting us very
Valuable professional training in MBA.

I pay my gratitude and sincere regards to “Faculty Name”, my project Guide

for giving me the cream of his knowledge. I am thankful to him as he has
been a constant source of advice, motivation and inspiration. I am also
thankful to him for giving his suggestions and encouragement throughout
the project work.

I take the opportunity to express my gratitude and thanks to our computer

Lab staff and library staff for providing me opportunity to utilize their
resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to

complete the project and providing me an environment which enhanced my
knowledge.

MOHAMMAD PARVEZ KHAN

13315903909
MBA IV SECTION-B
 TABLE OF CONTENTS
CHAPTER CHAPTER NAME CONTENTS PAGE
NUMBER NUMBER
I INTRODUCTION TO THE INTRODUCTION 2
STUDY
CONSUMER 3
PREFERENCE
SCOPE OF THE STUDY 4
OBJECTIVES OF THE 5
STUDY
LIMITATIONS OF THE 6
STUDY
II INTRODUCTION OF HISTORY OF 10
CHOCOLATE AND CHOCOLATE
COMPANY’S PROFILE
CHOCOLATE 15
PRODUCTION
CONSUMTION OF 19
CHOCOLATE IN INDIA
NESTLE’S PROFILE 20
CADBURY’S PROFILE 25
III RESEARCH & DESIGN BASIS OF RESEARCH 33
METHODOLOGY AND DESIGN
IV FINDINGS & ANALYSIS ANALYSIS OF DATA 36
FINDINGS 61
CONCLUSION 62
SUGGESTIONS AND 63
RECOMENDETATIONS
V BIBLIOGRAPHY 65
VI ANNEXURE 67
LIST OF TABLES

TABLE TITLE PAGE

NUMBER 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 43
CHOCOLATES
9 PREFERENCE OF SUB-BRANDS OF NESTLE 44
CHOCOLATES
10 INFLUENCING FACTORS DURING PURCHASE 45
11 INFLUENCING FACTORS DURING PURCHASE OF 46

CADBURY CHOCOLATES
12 INFLUENCING FACTORS DURING PURCHASE OF 47

NESTLE CHOCOLATES
13 FACTORS GIVING MOST SATISFACTION TO 48
CONSUMERS
14 FACTORS GIVING MOST SATISFACTION TO 49
CONSUMERS IN CADBURY CHOCOLATE
15 FACTORS GIVING MOST SATISFACTION TO 50
CONSUMERS IN NESTLE CHOCOLATE
16 FORM PREFERENCE 51
17 PACK OF CHOCOLATES PREFERED 52
18 PROMOTIONAL OFFERS 53
19 FACTORS AFFECTING PURCHASE 54
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 59
INTRODUCED
 LIST OF GRAPHS

TABLE TITLE PAGE

NUMBER 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 59
INTRODUCED

CHAPTER – 1
 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 Delhi 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.
CHAPTER-2
1.3 CHOCOLATE INDUSTRY
 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 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.

Crushing and shelling

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.

Cocoa Butter
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

CELEBRATION S

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 Forestand 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

Liking For the Chocolate

95
100
Number of Persons

80
60 Yes
40 No

20 5
0
Response
1

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 14 42 33 11
RESPONDENTS

AGE GROUPS
RESPONDENTS

50 42
NUMBER OF

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

AGE GROUPS

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

PREFERENCE ACCORDING TO AGE

GROUPS
NUMBER OF CONSUMERS

45
40 1
6
35
1
30 8 NONE
25
NESTLE
20
35 CADBURY
15 2 24 1
10 5
5
5 7 5
0
0-10 10 to 20 to Above
20 30 30
AGE GROUPS

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

Brand Preference

80 73
No. of Persons

60
Cadbury
40
22 Nestle
20

0
1 Brands
Chocolate

Chart:4

From the above analysis of given sample of 95 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
Cadbury chocolates Purchased By People

80 69
Number of Persons

64 61
60 49
41
40

20

0
1
Sub-brands of Cadbury Chocolate

Dairy Milk 5 Star Perk Celebrations Temptation

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

Nestle chocolates Purchased by People

20 19
18
18 17
16 15
Number of Persons

14
12 11
10
8
6
4
2
0
Sub-brands of Nestle Chocolates

Kit Kat Munch Milky Bar Bar-One Milk Chocolate

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

Sub-brands of Chocolates purchased By People Dairy Milk

5 Star
Perk
7% 13%
9% Celebrations
12% Temptation
11%
Kit Kat
11% Munch
11%
Milky Bar
10% 9%
7% Bar-One
Milk Chocolate
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 AVERAGE RANKS
OF (GRAND TOTAL / No.
PREFERENCE OF RESPONDANTS)
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 AVERAGE RANKS
TOTAL OF (GRAND TOTAL / No. OF
PREFERENCE RESPONDANTS)
KIT KAT 70 3.18 1
MUNCH 64 2.9 3
MILKY BAR 65 2.95 2
BAR-ONE 45 2.05 4
MILK 30 1.36 5
CHOCOLATE

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 NUMBER OF

CHOCOLAT RESONDENTS

E
HARD 33
NUTTIES 25
CRUNCHY 29
CHEW 20
Form of a Chocolate Prefered by People

40 33
29 HARD
Consumers
Number of

30 25
20 NUTTIES
20
CRUNCHY
10
CHEW
0
1
Forms

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

Pack of Chocolate Pre fered

60
48
50
Consumers
Number of

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

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

Effect of Promotional Offers while

Purchase
Number of Consumers

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

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 16
RELATIVES
ATTRACTIVE DISPLAY 11
DOCTORS ADVICE 15
BRAND AMBASSADORS 9
INGREDIENTS 25

ADVERTISEMENT
Factors Affecting Purchase

80 SUGGESTION
Number of Consumers

65 FROM FRIENDS
60 AND RELATIVES
ATTRACTIVE
40 25 DISPLAY
16 11 15
20 9 DOCTOR'S
ADVICE
0
1Factors BRAND
AMBASSDORS

INGREDIENTS

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

Media of Advertisement influencing the Purchase

100
Number of Customers

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

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

Frequency of Consumption

50
39
40 Once in a
Consumers
Number of

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

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
 Reasonable Price

60 51
Below5
50
Consumers
Number of 40 5 to 10
30 23 10 to 20
20 11 20 to 30
6 4
10 Above 30
0
1Price

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 45
OF PREFERED BRAND
 Brand Loyalty

Number of consumers
50 45 Postpone Purchase
40
30 26 24 Switch Brand
20
Search in other
10 Shop
0
1 Consumers in
Action of
absence of Prefered Brand

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

Reaction of consumers if new brand

is introduced

40 35
Number of Consumers

27 29 No, Not at all

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

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.
 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 Normal Least None

Important Important
Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que6. How much are you satisfied with the following factors in your preferred
chocolate? (Tick in the desired column)
Factors Very Satisfied Normal Least Can’t Say
Satisfied Satisfied
Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

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 Monthly
Quarterly

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 Between10-20
Between 20-30 Above 30
Gender:
Phone Number:
Marital status:
Education:
Profession:

THANKS