STUDY OF CONSUMER PREFERENCE TOWARDS

CADBURY AND NESTLE CHOCOLATES

PROJECT REPORT SUBMITTED TO RIMT-IMCT,

IN PARTIAL FULFILMENT OF THE
REQUIREMENT FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION

GUIDE: SUBMITTED BY:

Ms. MANJARI JASDEEP SINGH KANDHARI
ENROLMENT No.632222356

RIMT-INSTITUTE OF MANAGEMENT AND

COMPUTER TECHNOLOGY,MANDI GOBINDGARH
 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: Jasdeep Singh
MBA-IV Sem
 CERTIFICATE

This is to certify that Mr.JASDEEP SINGH of MBA fourth semester of RIMT, Mandi
Gobindgarh has completed her project report on the topic of “STUDY OF CONSUMER
PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES” under the
supervision of Ms.MANJARI faculty member of RIMT-IMCT.

To best of my knowledge the report is original and has not been copied or submitted
anywhere else. It is an independent work done by him

Ms.Manjari
RIMT-IMCT
Mandi Gobindgarh
 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 CHAPTER NAME CONTENTS PAGE
NUMBER NUMBER
I INTRODUCTION TO THE INTRODUCTION 2
STUDY
CONSUMER PREFERENCE 3
SCOPE OF THE STUDY 4
OBJECTIVES OF THE 5
STUDY
LIMITATIONS OF THE 6
STUDY
II INTRODUCTION OF HISTORY OF CHOCOLATE 10
CHOCOLATE AND
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 AND 33
METHODOLOGY 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
TABLE TITLE PAGE
NUMBER 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 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
 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

Liking For the Chocolate

95
100
Numbe r of Pe rsons

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

RESPONDENTS AGE GROUPS

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 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
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 CHOCOLATE NUMBER OF
RESONDENTS
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 Prefered

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
10 6 4
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.
 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 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