INTRODUCTION

In this research the survey has been done about the

product performance and consumer 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 Durgapur and

Asansol. 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.

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 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.

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

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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..

The study of the consumer behaviour 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.

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 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 Asansol

and Durgapur region only.

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 OBJECTIVES OF THE STUDY

This project is based on the comparative study of

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.

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 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.

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 Chocolate
The very word makes your mouth water.

Chocolate is more than just a food: it’s a state of mind.

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 History of Chocolates

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 chili

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

8
captain general and governor of Mexico. When he

returned to Spain in 1528 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.

First chocolate for eating

Up until this point all chocolate recipes were based on

plain chocolate. It was an English doctor, Sir Hans’s

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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“ the obroma

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.

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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.

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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.

Back to the America’s

Events 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 world’s 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

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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.

It’s 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.

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

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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

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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 – Procedure

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.

The Varieties
There are two quite different basic classifications of
cocoa, under which practically all varieties can be
categorized: 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.

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The Harvest
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

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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 colour 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

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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 flavoring -

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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 pulverize the tiny particles of cocoa and sugar down

to a size of approx. 30 microns. (One micron is a thousandth part of

a millimeter.)

Conching

But still the chocolate paste is not smooths 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

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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.

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Nestle India
Nestlé India is a subsidiary of Nestlé S.A. of Switzerland.
With seven factories and a large number of co-packers,
Nestlé India is a vibrant Company that provides
consumers in India with products of global standards and
is committed to long-term sustainable growth and
shareholder satisfaction.

Nestlé India has presence across India with 7

manufacturing facilities and 4 branch offices spread across
the region.

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Nestlé India’s first production facility, set up in 1961 at
Moga (Punjab), was followed soon after by its second
plant, set up at Choladi (Tamil Nadu), in 1967.
Consequently, Nestlé India set up factories in Nanjangud
(Karnataka), in 1989, and Samalkha (Haryana), in 1993.
This was succeeded by the commissioning of two more
factories - at Ponda and Bicholim, Goa, in 1995 and 1997
respectively. The seventh factory was set up at Pantnagar,
Uttarakhand, in 2006.
The 4 branch offices in the country help facilitate the sales
and marketing of its products. They are in Delhi, Mumbai,
Chennai and Kolkata. The Nestlé India head office is
located in Gurgaon, Haryana.

Nestlé’s 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.

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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 & Cooking Aids.
Chocolates & Confectionery

Milk Products & Nutrition.

Nestle Everyday Dairy Whitener.
Nestle Everyday Ghee.
Nestle Milk.
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 Nestle Slim Milk.
Nestle NESVITA Pro-Heart Milk.
Nestle Fresh ‘n’ Natural Dahi.
Nestle Fresh ‘n’ Natural Slim Dahi.
Nestle Jeera Raita.
Nestle NESVITA Dahi.
Nestle Milkmaid fruit yoghurt.
Nestle Milkmaid.
Nestle Dahi.
Nestle Neslac.

Beverages.
Nescafe Classic.
Nescafe Sunrise Premium.
Nescafe Premium.
Nescafe Cappuccino.
Nescafe Iced Tea with Green Tea.
Nescafe Iced tea.
Nescafe 3 in 1.

Prepared Dishes & Cooking Aids

Maggi 2- Minute Noodles.
Maggi Vegetable Atta Noodles.
Maggi Cuppa Mania.
Maggi Healthy soups.
Maggi sauces.
Maggi Pichkoo.
Maggi Pizza Mazaa.
Maggi magic cubes.
Maggi Sanjeevni cup soup.
Maggi Coconut milk powder.

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Chocolates & Confectionery
Nestle Kitkat.
Nestle Kitkat chunky.
Nestle Munch.
Nestle Munch Pop Choc.
Nestle Milky bar.
Nestle Milky bar Choo.
Nestle Bar One.
Nestle Milk Chocolate.
POLO.
Nestle Eclairs.
Nestle Milky bar Eclairs.

Nestle Kit Kat

 It is a crisp wafer fingers covered with chocolayer.

Nestle Kit Kat has a unique finger format with
breaking ritual attached to it.
 Nestle Kit Kat is one of the most successful brands in
the world & every year over 12 billion Kit Kat are
consumed throughout the world.

Nestle Munch

 NESTLÉ MUNCH is wafer layer covered with delicious

choco layer. It is so crispy, light and irresistible that

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 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. Re-launched 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!

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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 Bourneville 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.
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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’s 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.

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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 were first launched in South India in
2003. Today, Cadbury is poised in its leap towards

29
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 Worldwide
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 60,00people.
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,

30
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.

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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

32
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

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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 flavors and the
premium dark chocolate range which is exotic dark
chocolate in luscious flavors.

Temptation

34
Cadbury Temptations is a range of delicious premium
chocolate in five flavors 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 survey with the residents of Durgapur &
Asansol 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

35
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 carried for 4 weeks (1 month).
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.
36
 Analysis of Data

Liking for the Chocolates

Liking for the Chocolate Yes No

Number of respondents 95 5

Interpretation

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.

37
 Different Age Groups

Age Groups 0-10 10-20 20-30 Above 30

No. of 14 42 33 11

respondents

Interpretation

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.

38
 Preference according to age groups

Brands Age Groups

0-10 10-20 20-30 Above 30
Cadbury 7 35 24 5
Nestle 5 6 8 5
No Consumption 2 1 1 1

Interpretation
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 like to have both brands.

39
 Brand preference

Brands Preference by Consumers

Cadbury 73
Nestle 22

Chocolate brands

Interpretation

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.

40
 Purchase of Cadbury Chocolates

Cadbury Chocolates
Sub Brands No. of respondents
Dairy Milk 69
5 Star 64
Perk 61
Celebrations 49
Temptations 41

Interpretation

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

41
Cadbury while Temptation is least purchased by the
people.

Purchase of Nestle Chocolates

Nestle Chocolates
Sub Brands No. of respondents
Kit Kat 17
Munch 19
Milky Bar 18
Bar One 16
Milk Chocolates 11

Interpretation

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

42
surveying we have found that many people are not aware
of Milk Chocolate.

Overall purchase of Chocolates

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

Interpretation

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.

43
 Preference of Sub Brands of Cadbury Chocolates
Cadbury Chocolates
Sub Grand total Average Ranks
Brands of (Grand
Preference total/No. of
respondents)
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

Interpretation
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
Nestle Chocolates
Sub Brands Grand total Average Ranks
of (Grand
Preference total/No. of
respondents)
Kit Kat 70 3.18 1
Munch 64 2.9 3
Milky Bar 65 2.95 2
Bar-One 45 2.05 4
Milk Chocolate 30 1.36 5
Interpretation
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.

44
Influencing Factors during purchase of Cadbury Chocolates

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

Interpretation

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

45
 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

Interpretation

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.

Satisfaction Factor – Cadbury Chocolate

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

Interpretation
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.

Satisfaction Factor – Nestle Chocolate

46
 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

Form of Chocolates No. of Respondents

Hard 35
Nutties 25
Crunchy 29
Chew 20

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Interpretation

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 preferred

Pack Size No. of Respondents

Small 28
Big 48
Family Pack 19

48
Interpretation

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

Promotional Offers No. of Respondents

Free Gifts 52
Price Offers 23
Any Others 20

49
Interpretation

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

Factors No. of Respondents

Advertisement 65
Suggestions from Friends & Relatives 16
Attractive Display 11
Doctors Advice 15
Brand Ambassador 9
Ingredients 25

50
Interpretation
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

Media of Advertisement No. of Respondents

Television 82
Newspaper 7
Brochure 3
Hoarding 4
Display 15

51
Interpretation

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

Frequency of No. of Respondents

Consumption
Once in a Fortnight 16
Daily 17
Weekly 39
Monthly 18
Quarterly 5

52
Interpretation

According to the above analysis it is concluded that mostly

people purchase chocolates weekly. Only 15 out of 95
purchase chocolates quarterly.

Reasonable Price

Price of Chocolates No. of Respondents

Below 5 6
5-10 23
10-20 51
20-30 4
Above 30 11

53
Interpretation

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

Brand Loyalty Actions No. of

Respondents
Postpone your purchase 26
Switchover to other Brands 24
Go to other shop for search or preferred Brand 45

54
Interpretation

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 consumer if new brand is introduced

Shift to New Brand of the preferred No. of Respondents

Product
No not at all 35
May consider 27
No shall not 4
Can’t say 29

55
Interpretation

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.

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 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.

57
 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.

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 SUGGESTIONS & 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.

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People are unsatisfied with the price and quantity of

chocolate so companies should make some changes in this

regard also.

BIBLIOGRAPHY

www.cadburyindia.com

www.nestle.com

www.aphrodite-chocolates.co.uk/history_chocolate.htm

www.google.com

www.cadbury.co.nz/carnival/index.htm

www.packaging-technology.com.../cadbury4.html

www.chocolatereview.co.uk

www.wikipedia.org

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 ANNEXURE
QUESTIONNAIRE
1. Do you eat chocolate?

Yes No

2. Which brand chocolate do you prefer?

Cadbury Nestle

3. Which sub-brands you have purchased?

Cadbury Nestle

Dairy Milk Kit Kat

5 Star Munch

Perk Milky Bar

Celebration Bar One

Temptation Milk Chocolate

4. Rank the sub-brands of chocolates according to your

preference? (1for most preferred)

Cadbury Nestle

61
 Dairy Milk Kit Kat

5 Star Munch

Perk Milky Bar

Celebration Bar One

Temptation Milk Chocolate

5. 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

6. 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

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 7. Which form of a chocolate do you like?

Hard Nutties

Crunchy Chew
8. What pack do you purchase?

Small Big Family Pack

9. Which promotional offers attract you most?

Free Gifts Price Offer Any Other

10. Which of these factors affect your purchase?

Advertisement

Suggestion from friends and relatives

Attractive Display

Doctors Advice

Brand Ambassadors

Ingredients

11. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

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12. How frequently do you purchase chocolates?

Once in a fortnight Daily

Weekly Monthly

Quarterly

13. What according to you is the reasonable price of chocolate?

Below 5 5-10 10-20

20.30 Above 30

14. If your preferred brand is not available for repeat purchase then
what will you do?

a) Postpone your purchase

b) Switch over to other brand

b) Go to the other shop to search for

your preferred brand

15. 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

16. If you don’t like to change to the new brand, then what are the
reasons for continuing to purchase the old brand?

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