Professional Documents
Culture Documents
PROJECT REPORT
On
“Buying Behavior of consumers of age
group 18-25 for milk chocolate bars
with special reference to:-
“
(A study in Bhiwani)
Supervisor: Scholar:
Mr. Girish Taneja Surya. P. Chauhan
Lecturer Deptt. Of Management Studies MBA- IV Semester
TIT&S, Bhiwani
(Signature of Candidate)
CERTIFICATE
Mr.Girish Taneja
Lecturer
Department Of Management Studies
TIT&S, Bhiwani
Forwarded By:
Director of Institute
ACKNOWLEDGEMENT
Preservation, inspiration and motivation have always played a key role in the
success of any venture. In the present world of cut throat competition project is
likely a bridge between theoretical and practical working, willingly I have
prepared this particular project.
First of all I would like to thank the supreme power, the almighty God who
is obviously the one who has always directed me to work on the right path of my
life. With his grace this project could become a reality.
“
(A case study of Bhiwani)
Any accomplishment requires the effort of many people and this work is not
different. Firstly, I would like to extend my sincere thanks to Mr. Girish Taneja
(Lecturer, MBA, TIT&S) for his able guidance, regular counseling, keen interest
and constant encouragement, without this the project would not have a
successful end. I am highly thankful to him for his helpful attitude, regular
coaching and inspiration.
I sincerely thank to all the faculty members and the staff associated for
their support given to me time to time. Also, I would like to thank to all my friends
and family members for their support given to me time to time. I don’t have words
to express my thanks, but still my heart is full of gratitude for the favors received
by me from the every person.
(Surya.P.Chauhan)
PREFACE
The customer is king. Finally ten years after the liberalization of India’s economy
began. The market place has, suddenly become tightening competitive. Not only
have new players stormed into the country, there are more brands available then
ever before in every segment of every market. The customer today buys only
that which meets his/her every desire. This demands more intimate
understanding of the customer by the “Smart Companies” the study has been
divided into six parts.
First part contains briefly the CHOCOLATES, history of chocolates, along with
the development of passion for chocolates.
Second part presents an overview of evolution of chocolates, chocolate industry-
growth and competition in various categories. Major players in this industry.
Third and Forth part includes a brief profile about the consumer behavior &
Research Methodology for the study. This part describes the term consumer
behavior and its importance.
Part five deals with the Analysis & Discussion. Important findings have been
discussed at last for better understanding.
Lastly, Part six namely “Findings & Recommendation” highlights the major
findings during the course of the study. Accordingly, recommendations have
been made.
Research Methodology
A. Problem Statement
B. Research Design
• Area of Study
• Objective of the Study
C. Data Collection
• Data Collection Methods
• Data Collection Techniques
D. Sampling Design
• Sampling Unit
• Sample Size
• Sampling Techniques
• Limitations of the study
Findings
Conclusions
Suggestions
Annexure
• Questionnaire
• Bibliography
INTRODUCTION
TO THE STUDY
INTRODUCTION
This project is about preference of the consumers towards FMCG products i.e.
chocolates in domestic market (in special context of nestle, Cadbury & Amul
chocolates)
The story of chocolate began in the new world with the Mayans, and also the
word chocolate comes from the Mayan word xocoatl, and the word cocoa from
the azlec cacahuati, who drank a dark brew called cacahuaquchtl. Later, the
Aztec consumed chacahoua and used the cocoa bean for currency. In 1523, they
offered cocoa beans to Cortez, who introduced chocolate to the world, where it
swiftly became a favorite food among the rich and noble of Europe.
From the beginning, turning raw, bitter cocoa beans into what one 17 th century
writer called “the only true food of the gods” has been a fine art, a delicate
mixture of alchemy and science. Centuries ago it was discovered that fermenting
and roasting the beans could create an almost otherworldly flavor. In 1875, after
years of trying, a 31-year-old candy maker in vevey named Daniel peter figured
out how to combine milk and cocoa power.
The ancient Aztecs believed chocolate
To be the “FOOD OF THE GOD”
Firstly, there is a need to know about the chocolate…that what is chocolate. Why
chocolate is the most popular dessert flavoring around.
MEANING OF CHOCOLATE:-
1. A preparation of the seed of cocoa, roasted, husked, and ground (without
removing any of the fat), often sweetened and flavored, as with vanilla.
2. A beverage or confection made from this.
3. Dark brown.
4. A divine substance inspiring passion in those who consume it.
ORIGIN OF CHOCOLATE
The word chocolate comes from the Mayan word xocoatl, and the word ‘cocoa’
from the Aztec cacahuatl. In Mexico, the beverage was called chocolath, from
lath (water) and choco. Supposedly the Spaniard found the Mexican word har to
pronounce and called it cacao. Chocolath, chocolath, chocolath. Puff puff. See? I
did it! (But let’s stick to cocoa) *LoI*
From cocoa to chocolate
Sorting, clearing, frying, crushing, grinding is the only small part of stages of
production cycle transforming cocoa beans in chocolate, which we eat.
Chocolate is really the unique product, tasty, highly nutritive (about 550 kkal in
100gm of a product), capable to be stored by years without change of properties.
It contains 50-55% of carbohydrates, 32-35% of fat, 5-6% of fibers. And also
tannin substances (4-5%), stimulators-the bromine and caffeine (1-1.5%),
microelements Na, K, Mg, P, Fe and vitamins B1, & B2.
HISTORY OF CHOCOLATE
The discovery of cocoa was only a first step in the direction of chocolate. The
Mayas were the first to cultivate the cocoa bean for the fruits it yielded. They
used the beans as an ingredient in their favorite chocolate drink ‘xocotlatl’.
Legend suggests that the first beans came out of paradise and lent wisdom and
power to the person that ate them. For obvious reasons, the use of cocoa was
kept to a minimum by the emperors.
Before the Spanish explorers discovered the New World, chocolates and other
“exotic” foods were totally unknown in Europe. Columbus was the first European
to become acquainted with cocoa, but he wasn’t exactly impressed.
During one of his conquest in the New World he met the Aztecs. For many
generations, they drank an infusion of grilled seeds and spices. This mixture
tasted disgusting and it also contained cocoa beans. The Aztecs adopted the
ides of cocoa consumption from the Mayas.
However the conquistadors pizzaro and, in particular, Cortes did show interest in
the bean. Fernando Cortes reached the east coast of Mexico in 1519. as an
honored guest of Montezuma (Aztec emperor and inveterate chocolate fanatic)
he was offered xocotlatl –a small portion of aromatic chocolate drink mixed eith
vanilla, pepper and other herbs.
For the Mayas, cocoa beans were very important, not only were they a poplar
means of exchange, they also had a religious value. The Mayas sacrificed cocoa
beans at the funerals of the upper class.
EVOLUTION OF CHOCOLATE
(1753-1849)
1753 Swedish biologist Carolus Linnaeus revealed his feeling for
chocolate while attending to the task of classifying organisms in a
binomial system. To the chocolate
tree he gave the botanical name of theobroma cacao. Cacao refers
back to the original native language. Theobroma is a Latin term that
translates to “food of the gods”.
1765 In 1765 the Englishman James Watt invented the steam engine and in
doing so set in motion what we now refer to as the industrial
revolution. Around the same time in the colony of Massachusetts
one of the first machine oriented chocolate manufacturing
businesses was being established. The partnership of John
Hannon, an Irishman, and Dr. James Banker of the Massachusetts
colony formed the company Hannon’s Best chocolate. Through the
use of an old grist mill, cacao beans were ground into chocolate
liquor, pressed into cakes of paste for eventual use as a chocolate
beverage. During a routine trading mission to the West Indies,
Hannon was presumed dead when his ship failed to returned. The
name of the company subsequently changed to the Baker
Company. It was not until 1927 that the Baker family sold their
business to General Foods.
1774 The mysterious rumors that surrounded the death of pope clement
XIV, give credence to the notion that chocolate had become a
favorable way of distinguish poison. The pope died after consuming
a chocolate beverage, which also killed the unwritten confectioner
who shared in the consumption. Through there is no proof, the
Jesuits are suspected to have arranged his demise. The pope had
been in opposition to the Jesuits, and they were known chocolate
drinkers. So the conclusion, while not provable, is not unfounded.
1819 Francois Louis Cailler opened a chocolate factory on lake Geneva
near Vevey. He used machinery he had developed himself, making
him a pioneer in the evolution of Swiss chocolate.
1828 Chocolate maker and chemist Coenraad Van Houten developed
the process now known as “Dutching.” His patented invention
involved the removal of close to half of the cocoa butter from
chocolate liquor through the use of hydraulic pressure. The removal
of the cocoa butter resulted in a commensurate decrease in fat
content. Instead of fifty percent, the hard cake that was let from this
process had a fat content of only Twenty-Five percent. The cake
could then be crushed into a powder. The use of alkaline salt
allowed for easier mixing with warm water. It also made the color
darker and had the pleasing affect of a less bitter taste. This
invention would be the key in the development of chocolate as a
confection.
1847 Joseph Fry was a Quaker who began manufacturing chocolate
under the name of Joseph Fry & Sons. While the original Joseph
Fry left the company to become a type founder, his sons continued
the business. One of his sons, another Joseph Fry, purchased a
Watts steam engine in 1789 to more efficiently grind cacao. A
great-grandson of the original Joseph Fry led the business toward
the development of edible chocolate. Hoe found that by remixing
some of the cocoa butter back into the processed “Dutched” cocoa
powder and adding sugar, a paste was formed that could be
pressed into molds. The effect of this was a chocolate bar that
gathered as much attention as chocolate beverages had.
1849 Ghirardelli, an Italian native, planned early on having a chocolate
business. However, he traveled first to Uruguay and then to Peru
before setting in California in 1849. Though he had been attracted
by the Gold Rush, he soon learned that there was more reliable
profit to be had selling tents to other gold miners than in actual
mining. He used the money he saved and started the Ghirardelli
chocolate factory, which is still located in San Francisco.
(1850-1986)
1850’s Prime Minister William Gladstone, in an effort to boost the
economy, lowered the taxes on cacao beans, allowing British
manufacturers to expand their market.
1860 British FDA is founded. A British journal called the Lancet
discovered that many chocolate manufacturers were employing
various methods of “Cutting” chocolate with something less
expensive. One report revealed that cocoa powder was being
thinned with brick powder. Stirred to respond, the British
government passed its first food and drug act in 1860.
1868 John Cadbury was another Qyaker who became interested in
chocolate production. In 1824 he had opened a Grocery store in
Birmingham, England. Cadbury featured cacao beans that he
would roast and grind himself. In time he realized the interest and
profitability in changing his focus to manufacturing of chocolate.
Cadbury became so renowned that he received a Royal Warrant in
1854 to be the single cocoa and chocolate provider for Queen
Victoria. Richard and George Cadbury took over their father’s
business and in 1866 purchase a Van Houton machine. They
began to market Cadbury cocoa powder. By 1868, the Cadbury
Company produced the first box of chocolate candies. Their
business continues to flourish, and in 1879 they took over the
Birmingham suburb of Bourneville. The factory they built there
supported a town, providing both worker housing and recreational
facilities.
1879 During the same period that Cadbury was developing into a
formidable chocolate force, a Swiss chocolate manufacturer was
struggling to find a way to combine chocolate with milk. Daniel
Peter could not produce something with a smooth consistency
because the milk could be made more shelf-stable for use a baby
formula. The product of Nestle’s experimentation was a sweetened
condensed milk. The new milk, which had lesser water, was
mixable with chocolate and made a product that would not spoil
easily. Henri Nestle and Daniel Peter formed a company in 1879.
Today, the largest food company in the world is Nestle.
1879 A conching machine was created in 1879 that allowed for the
smoothest chocolate yet. Rudolf Lindt used a concave granite bed
where chocolate liquor, sugar, and milk if desired, would be ground
back and forth by heavy rollers. Lindt named his chocolate
Fondants because their texture was as smooth as the popular
creamy candies. The process of conching soon became a part of
common chocolate manufacturing. In addition, the friction of the
rollers produced a heat that made roasting an unnecessary steps.
Today, the rollers in conching machines are kept at a controlled
temperature for an even higher quality.
1893 Milton Suavely Hershey was a Mennonite from Pennsylvania who
owned a caramel manufacturing plant. When he visited the world
Colombian Exposition in Chicago his interest was initially to
purchase and use machines to make chocolate covered candies.
His interest changed course after visiting Europe and researching
the many chocolate manufacturers there. Hershey then decided to
focus his business on chocolate production and in 1900 he
introduced to the world the milk chocolate Hershey bar. It was
followed five years later by the Hershey kiss. With business
expanding beyond expectation, Milton Hershey took over the town
of Derry Church, Pennsylvania and renamed it Hershey. Thought
he also developed a Hershey, Cuba around a sugar mill he owned,
Milton Hershey was focused out of Cuba in1959 when Castro
gained control. Today Hershey, Pennsylvania is an impressive
tourist attraction.
1908 The triangular Toblerone chocolate bar was created and launched
into market by Swiss chocolate maker Jean Tobler.
1913 Swiss chocolate maker Jules Sechaud invented the chocolate filled
bonbon.
CADBURY (INDIA)
Cadbury (India) has for long been the leading player in the chocolate industry. It
is virtually a household name with leading brands such as Five Star and Dairy
Milk. Of late, the company has been flooding the market with new launches.
Among the successes of recent years are Perk and Picnic.
In the malted food segmented, Bournvita is one among the popular brands.
However, the health- drink segment has failed to lead support to the company’s
bottom-line in the recent past. Volumes in Bournvita have been deciding for
some time. However, this is not likely to be a drag on the profitability.
Cadbury (India) has levered on its marketing strengths and product range.
Competition may stem from players such as nestle in the near term. Apart from
this, other new players such as Mars and Hershey’s may have an impact on the
level of competition. However, the reduction in the excise duty on malted drinks
and chocolates and the lower import duties on cocoa is likely to have a positive
impact on the cost-structure of the firm.
The earnings performance of 2000 first quarter was impressive. Sales revenue
rose 20 per cent to Rs. 139.34 crores compared to the corresponding previous
period. Operating margins declined marginally from 16.4 per cent to 15.7 per
cent. Post-tax earnings rose an 11.5 per cent to Rs. 10.34 crores. If the top line
growth is sustained at this level, it could provide a boost and growth over the long
term. Shareholders can stay invested.
NESTLE
The story of chocolate began in the new World with the Mayans, who drank a
dark brew called cacahuaquchtl. Later, the Aztecs consumed chacahoua and
used the cocoa bean for currency. In 1523, they offered cocoa beans to Cortez,
who introduced chocolate to the world, where it swiftly became a favorite food
among the rich and noble of Europe.
From the beginning, tuning raw, bitter cocoa beans into what one 17 th century
writer called “the only true food of the gods” has been a fine art, a delicate
mixture of alchemy and science. Centuries ago it was discovered that by
fermenting and roasting the beans, an almost otherworldly flavor could be
created. In 1875, after tears of trying, a 31-year-old candy maker in Vevey
named Daniel Peter figured out how to combine milk and cocoa powder. The
result-milk chocolate. Peter, a friend and neighbor of Henri Nestle, started a
company that would quickly become the world’s leading maker of chocolate. For
three decades the company called Peter, Cailler, Kohler relied on Nestle for milk
and marketing expertise. In 1929, the almost inevitable merge took place as
Nestle acquired Peter, Cailler, and Kohler.
AMUL
AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids, Chocolate
mass Composition Milk Fat 2% Sugar 55% Total fat 32.33% (Milk fat + Cocoa
Fat) Cocoa Solids 7.5% Milk Solids 20% Product Specifications: Meets all
requirements under the PFA for boiled sugar confectionary. “A gift foe someone
you love”. Amul Chocolate has chosen the phrase “A gift of someone for love” to
market their chocolate products.
Today, GCMMF’s Amul brand of milk products receives business queries from
dozens of countries, ranging fron the U.S. and the Netherlands to Singapore and
New Zealand-thanks to an innovative marketing campaign on the World Wide
Web.
• Family
• Product
• Reference Group
• Price
Input • Other non-commercial
• Place
influence
• Promotion
• Social class
• Culture and sub-
culture influences
Experience
Purchase
• Trial
Output
• Repurchase
PROCESS
The process component of the modal is concerned with how consumers
make decisions. The psychological field represents. The internal influences
(motivation, perception, learning, personality, and attitudes) that effect the
consumer’s decision making processes.
Prepurchase Activity: After the problem is identified, the buyer indulges in
prepurchase activity. It is under stood that need is a father of a deed.
There generally remains a time lag when a person thinks to buy and the
actual incidence of buying. During this time, the person is energized and is likely
to be influenced by various factors. Need arousal drives the consumer to collect
information about the required product. He first indulges in internal search, scans
his psychological field so as to recollect of retrieve any information or past
experience related to particular need. His psychological field comprises of his
past learning. Perception, personality and past experience. If he is not satisfied
he then goes in for external search and looks for various sources of information.
The degree of perceived risk can also influence this stage of the decision
process. In high – risk situation they are likely to engage in complex information
search and evaluation tactics.
Of key interest to marketer are the various sources of information that the
consumer will return to and the relative influence that they will have on his buying
behavior.
Evaluation of Alternatives: when evaluating potential alternatives consumers
tend to use two types of information:
1. A “list” of brands from which they plan to make their selection (the evoked
set), and
2. The criteria they will use to evaluate each brand.
The criteria consumers use to evaluate the brands that constitute their
evoked sets usually are expressed in terms of important product
attributes. Consumers use certain procedures or rules to facilitate a choice
among multi – attribute objects. Consumers’ decision rules have been
broadly classified into two major categories compensatory and non
compensatory decision rules.
An understanding of which decision rules consumer apply in
selecting a particular service or product is useful to marketers concerned
with formulating a promotional programme.
Output
The output portion of consumer decision – marking model concerns two
closely associated kinds of post decision activity. Purchase behavior and post
purchase evaluation. The objective of both activities is to increase the
consumer’s satisfaction with his/her purchase.
Purchase Behavior: Consumer make two types of purchase and repeat
purchase. If a consumer purchase a product (or brand) for the first time, and
buys a smaller quantity than usual, this purchase would be considered a trail.
Thus, a trail is the exploratory phase of purchase behavior in which consumers
attempt to evaluate a product through direct use.
If the new brand is established product category (cola, chewing gum,
candies) is found by trail to be more satisfactory or better than other brands,
consumers are likely to repeat the purchase, Repeat purchase behavior is
closely related to the concept of brand loyalty, which firms try to encourage
because it contributes to greater stability in the marketplace.
OBJECTIVE OF THE STUDY
RESEARCH METHODOLOGY
The study is of diagnostic nature and thus the overall research design is
going to be rigid. The design should provide enough provision for protection
against bias-ness and must maximize reliability.
A)PROBLEM STATEMENT:-
Research work is management parlance is extremely important for a given
close view of the relatives of the real life business issues. For any management
student who is striving to perform outstandingly. It is of paramount importance
that apart from theoretical knowledge he must also gain some practical
knowledge. Survey report deals specially with providing an opportunity to
management students to have some exposure in real business world. My study
topic deals with Consumer Behavior and different factors that influence consumer
to purchase a particular brand of chocolates.
As chocolate is regarded as one of the biggest Fast Moving Consumer
Good (FMCG), there are many factors in mind of consumer which induce them to
purchase a particular brand of chocolate. Some of these factors are Price, Taste,
Packaging, Brand name. Ever changing behavior of consumer, dominance of
different brands in the market compelled me to undertake a research work in this
segment. The prime objective of my study is to analyze the effect of various
factors on buying behavior of consumers.
B) RESEARCH DESIGN:-
To analysis the buying behaviors of the residents of Bhiwani Sample Survey
Methods has been employed through other methods are also important. This
method is given prime significance in modern research because of its extensive
use to study the relationship of different factors, attitudes and practices of society
and to explore the problems that cannot be treated by experimental methods.
a) Area of study
The area of the study is different Markets of Bhiwani in order to collect the
Primary data from the respondents.
b) Study area
Study area is Bhiwani.
c) Target Segment
C) SELECTION OF SAMPLE:-
It becomes impossible to contact each and every individual of the population due
to limitations of essential resources like time and money. Therefore, the study is
preferably allowed down to a representation sample to make the study more
manageable.
Keeping in the view the objectives and resource limitation of the study,
100 respondents were considered.
Respondents - 100(Youths of age group 18-25)
The selected sample is representative of the population and is accurate
and practicable.
D) SAMPLING PLAN:-
The following factors will be taken into consideration within the scope of sampling
plan:
I Sampling Unit: It defines the target population that will be sampled i.e.
it answers who is to be surveyed. In this study, the sampling unit is youth with in
the age group of 18-25 years.
E) COLLECTION OF DATA:
After the research problem has been defined and the research design has
been chalked out, the task of data collection begins. The data can be collected
mainly through primary sources, but it was supplement with secondary data.
I Primary data collection:
Primary data is the data which is collected through observation or direct
communication with the respondent in one form or another. These are several
methods for primary data collection like Observation Method, Interview Method,
through schedules, through questionnaires and so on.
II Secondary data collection methods:
Secondary data is collected through
• Magazines
• Journals
• Portals
Formation of Questionnaire
Quite often the questionnaire is considered as the heart of a survey
operation. Hence it should be carefully constructed. It is an investment that is
widely used to collect various types of data and consists of long lists of questions
designed to collect any information. It has personally been found that people are
more frank in giving replies to a questionnaire than to an interview schedule.
Though being less expensive, it has certain limitations like incomplete entries
and erroneous responses. But the educational qualification of the respondents is
an additional factor which renders this technique the most relied upon.
Formation of a good questionnaire involves intensive thinking and
deliberation of the problem with predetermined objective and aims properly
placed in the questionnaires.
Analysis of Data:
Data, after collection, has to be analyzed in accordance will the outline laid
for the time of developing the research plan. The term analysis refers to the
computation of certain measures along with searching for patterns of relationship
that exist among data groups. Data presented in raw state appear unrecognized
and complex. Statistical processors are used this complex data into some
significant understandable form.
1) The time of research was short due to which many fact has been left
untouched
2) The Area undertaken in research in Bhiwani only. But to do a
completer research a wide area is required, so the area is also a
constraint of the study.
3) Sample for the study taken is of only 100 consumers. This can also act
as a constraint in the study.
4) While collecting data some of the consumers are not willing to fill the
questionnaire, so they might not fill their true behavior. This can also
be a constraint of the study.
Data Analysis
&
Interpretation
ANALYSIS AND INTERPRETATION
Q1. Which companies’ chocolate do you prefer to purchase?
Cadbury 40
Nestle 35
Amul 25
25%
40% Cadbury
Nestle
Amul
35%
As per shown in the Pie chart, the maximum market share is hold by Cadbury.
And least share is hold by Amul followed by Nestle. And this result is obtained
from the response of customers towards Questionnaire filled by them for the
consumption of milk chocolate bars.
Q2. What is your pattern of consumption?
Daily one 25
Weekly 10
Rarely 5
Percentage of consumption
More than one
per day
Daily one
10% 5% 15%
3-4 chocolates
25% per week
45% Weekely
Rarely
As shown in Pie chart, most of the consumers consume milk chocolate bars as
3-4 per week, which represent 45% of the total number of surveyed consumers.
And second most percentage of consumers consumes milk chocolate bars are of
daily one.
Q3. Do you purchase the same chocolate every time?
Answer Percentage
Yes 68
No 32
Percentage
32%
Yes
No
68%
As pie chart shows, 68% of the consumer purchase the same chocolate every
time, it means that mostly consumers are brand loyal.32% of consumers don’t
purchase the same chocolate every time.
Q4. If no, then while switch over to another brand of chocolate then what
factor you consider (tick any one)?
Percentage
Price
Quality
25% 18%
Brand Name
9%
10% 38% Advt. and Ref.
Group
Taste
Taste 48
Brand 18
Packaging 9
Availability 9
Percentage
Price
9% 16% Taste
9%
Brand
18%
48% Packaging
Other
48% of the consumer of milk chocolate bars said that the most considering factor
by them on the basis of which they purchase a particular brand of milk chocolate
bars is Taste of that milk chocolate bars. And the least interested factor is
Packaging and Availability.
Q6. Which mode of advertisement influence you most to buy a particular
Chocolate? Please tick any one.
Media Percentage
Newspaper 22
Magazine 14
Radio 4
Television 54
Others(hoardings,banner,pamplets etc) 6
Percentage
Newspaper
6% Magazine
22%
Radio
14%
54% Television
4%
Others(hoardings,b
anner,pamplets etc)
Percentage
2 Friends
39 Family
Retailers
55
Celebrity
13 Others
As shown in the pie chart, from reference group friends are the most influencing
factor which influence consumer to purchase a particular brand of milk chocolate.
And this statement is supported by 55% of consumers of milk chocolate bars.
And the second most influencing factor which influence customer to purchase a
particular brand of milk chocolate bar are celebrities , and this statement is
supported by 39% of consumers.
Q8. Whether you check or consider manufacturing and expiry date while
buying any chocolate?
ANSWER Percentage
YES 55
NO 45
Percentage
45% Yes
55% No
Pie chart says that 55% of the consumer check or consider manufacturing and
expiring date while buying any chocolate. 45% of consumers don’t go for that.
This should be a matter of concern
Q9. How much you are satisfied with the present brand of chocolate which
you often purchase?
Highly satisfied 27
Satisfied 32
Undecided 21
Dissatisfied 12
Highly dissatisfied 8
Percentage
Highly
satisfied
8% Satisfied
12% 27%
Undecided
21%
32% Dissatisfied
Highly
dissatisfied
About 27%of consumers are highly satisfied with the present brands of Milk
chocolate bars in Bhiwani and 32% are satisfied. if we consider brand wise then
milk chocolate bar of Cadbury is the most preferred brand in Bhiwani which
holds 40% of the market share and after that Nestle has second position
with a holding of 35% of the market share and the least preferred brand from
the take brand to make report is Amul with a holding of 25% of market share
Findings
&
Conclusion
FINDINGS & CONCLUSION
For 48% of the consumers the most important factor which is considered
while purchasing any milk chocolate bars is Taste of that chocolate. They
give preference to other factors also, but most important thing is taste.
The buying behavior of consumers is also affected by the different type of
advertisements. And the most influencing media is electronic media i.e. TV,
and from reference group friends are at most influencing position.
Quality is the most important factor which consumers consider while
switching over to any other brand of milk chocolate bars.
Consumers of Bhiwani are more attracted towards the foreign brands like
Cadbury and Nestle and demand that more number of foreign milk
chocolate bars should be available in the market, like some milk chocolate
bars brands of Swiss and French chocolates. As this thing shows that
consumer of Bhiwani are more satisfied with the foreign brands and hence
demand more of it. But brands like Amul are not able to get proper place in
the market in spite that good advertisement is being done by Amul also.
68% of the consumers are brand loyal.
The buying behavior of consumer for different brands of milk chocolate bars
is affected by various factors like price, taste, packaging, brand etc.
55% of the consumer check or consider manufacturing and expiring date
while buying any chocolate. 45% of consumers don’t go for that. This should
be a matter of concern
SUGGESTIONS
SUGGESTIONS
2. The chocolates whose expiry dates goes off should be replaced at once
and fresh stock should be offered.
3. The chocolate companies should think on the matter that why the
consumers switch over to the other brands.
4. The chocolate companies should put more & more emphasis on the taste
and quality of the chocolate so as to gain brand loyalty.
5. As factors other than TV and Newspaper are considered less so
companies should use the print and electronic media for advertisement in
large extent.
Annexure
Questionnaire
On
“Buying behavior of consumer for
Milk chocolate bar of age group
18-25
Name of the consumer ____________________________________
Age ____________________________________
Sex ____________________________________
Income ________________________________
Cadbury Amul
Nestle
Rarely
Yes No
Q4. If no, then while switch over to another brand of chocolate then what factor
you consider? Please tick any one.
Brand Packaging
Availability
Magazine Newspaper
Radio Television
Other
Q7. Which reference group influence you most to buy a particular chocolate?
Please tick any one.
Celebrity Other
Q8. Whether you check or consider manufacturing and expiry date while buying
any chocolate?
Yes No
Q9. How much you are satisfied with the present brand of chocolate which you
often purchase?
Undecided Dissatisfied
Highly Dissatisfied
Q10. What is your suggestion for the improvement of your preferred chocolate
Brand?
_______________________________________________________________
BIBLOGRAPHY
BOOKS
WEBSITES
www.amul.com
www.nestle.com
www.cadburyindia.com
www.consumerpsychology.com
www.altavist.com