INTRODUCTION The market survey conducted by us on Chocolate as a part of our course curriculum provides us with in depth understanding of how

the market (i.e.) consumers behave towards the various brands of chocolates. This helped in getting the detailed knowledge of various tool and techniques used by the marketing researchers. And while undergoing this research model we have also seen the real endeavourer that goes on in the present competitive market situations. The buying perception of the ultimate consumers and customers was also of the paramount importance with the regard of study registered.

CADBURY
Cadbury is a beverage and confectionary company with its headquarters in London, United Kingdom, and is the world's largest confectionery manufacturer. The company founded in 1824, was originally called Cadbury Schweepes but was renamed Cadbury. Cadbury is the market leader with 72% market share.

NESTLE
NESTLE is a multinational packaged food company founded and headquartered in Vevey, Switzerland. It originated in a 1905 merger of the Anglo-Swiss Milk Company for milk products. Nestle stands 2nd in the market share, lead by Cadbury.

AMUL
AMUL (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. Amul is the largest food brand in India and world's Largest Pouched Milk Brand.

OBJECTIVES
The purpose behind the research was to figure out the consumer buying behavior in case of Chocolates. The research was carried out in 3 segments to get an overview of different preference across different sectors. The research was conducted to know the most popular brand of chocolates. The research was also conducted to know the prefences of customers while purchasing a chocolate.

Executive Summary
From the survey conducted on chocolates through specially designed questionnaires it is found that there are consumers of different profiles in the market generally fall in the following age bracket 10-20, 21-30, 30 and above. Based on the survey, we find following information A sample size of 60 was taken and primary research was done in the CSKM school, EMPI B- school and Saket market. The sample population consisted to 3 broad segments School going students between 10-20 yrs. College going adults between 21-30 yrs. Working Professionals above 30 Cadbury is the most popular brand followed by Nestle which is at second position. The inference drawn from these given diagrams of age group10-20 illustrates various facts about the preferences of the respondents below20. Most of the respondents of this group buy chocolate once a day and like to prefer the extra large size the most. Respondents preferably buy it from local grocery shops. Kind of chocolate does not matter much for respondents of this group. The most important inference drawn from it is this that most of the respondents are aware of the fact that chocolates are good only if they are eaten properly. The inference given from these upper given diagrams is that all respondents of the age group 20-30 like chocolate. Most of the respondents buy chocolate once a day and brand here matters a lot. Major portion of respondents buy chocolates from local grocery shops and they like to purchase medium size chocolate. Dark chocolate is preferred over other kinds of chocolates. The most interestinf fact that has come out from it is that half of the respondents think that chocolate is good if eaten properly and rest half dont care they just eat. The inference drawn from the given diagram says that all respondents like chocolates and they often buy chocolates and they feel that its good if eaten well. Cadbury is the preferred brand and they buy more from local grocery shops.

RESEARCH DESIGN
SAMPLING AND ITS CHARACTERISTICS This is one of the most important section of this report as it contains descriptions of the sampling units in terms of their geographical locations, socio-economic profile and other possible regulated details related to the sample used in the market research.
SAMPLING PLAN:-- As far as this sampling plan is concerned,

every possible kind of consumer is covered to get the broad prospective of the research. The information was gathered from a sample drawn from distinct segments of the consumers divided into following brackets: School going students College going adults Working professionals. SAMPLING MEDIA :-- The information regarding the market

research and study of chocolates has been gathered personally using specially designed questionnaires using various kinds of questions. For example, close end dichotomy questions, multiple choice questions, ranking questions.

Sample Size:-- 60
School going students20 College going adults --- 20 Working professionals--- 20

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 7

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. 8

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.

PRODUCTS VS. PRICE

Cadbury Celebrations - Cashew Magic

Cadbury Nuts Butterscotch

Approximate Price

` 599*

Cadbury Nuttis 1 box

Approximate Price

` 200*

Amul Chocolate
10

Product Name Description Packing

Amul Chocolate
Amul chocolates are made with goodness of rich creamy milk & delicious cocoa. Milk Chocolate 12g, 22g, 35g Fundoo Milk Chocolate 12g, 30g Dark Chocolate 35g Fruit & Nut 40g, 2x150g Almondbar 35g

DATA ANALYSIS AND INTERPRETATION DIFFERENT AGE GROUPS

11

Table:2 AGE GROUPS NUMBER OF RESPONDENTS 0-10 14 10-20 42 20-30 33 ABOVE 30 11

AGE GROUPS
NUMBER OF RESPONDENTS 50 40 30 20 10 0 42 14

33 0-10 11 10 to 20 20 to 30 Above 30

1 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

12

Table:3 BRANDS CADBURY NESTLE NO CONSUMTION 0-10 7 5 2 10-20 35 6 1 AGE GROUPS 20-30 24 8 1 ABOVE 30 5 5 1

PREFERENCE ACCORDING TO AGE GROUPS

NUMBER OF CONSUMERS 45 40 35 30 25 20 15 10 5 0 1 6 1 8 2 5 7 35 24 1 5 5 NONE NESTLE CADBURY

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 13

CADBURY NESTLE

73 22

Brand Preference

80
No. of Persons

73 Cadbury Nestle

60 40 20 0 1 Chocolate Brands 22

Chart:4 From the above analysis of given sample of 93 respondents who eat chocolates it is concluded that only 22 people prefer to eat Nestle chocolates while 73 people likes to eat Cadbury chocolates.

PURCHASE OF CHOCOLATES PURCHASE OF CADBURY CHOCOLATES

Table:5 SUB- BRANDS DAIRY MILK 5 STAR PERK CADBURY CHOCOLATES NUMBER OF RESPONDANTS 69 64 61 14

CELEBRATIONS TEMPTATIONS

49 41
Cadbury chocolates Purchased By People

Number of Persons

80 60 40 20 0

69

64

61 49 41

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 SUB- BRANDS KIT KAT MUNCH MILKY BAR BAR- ONE MILK CHOCOLATE NESTLE CHOCOLATES NUMBER OF RESPONDANTS 17 19 18 16 11

15

Nestle chocolates Purchased by People 20 18 16 14 12 10 8 6 4 2 0 19 17 18 15 11

Number of Persons

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 16

Sub-brands of Chocolates purchased By People

9% 11% 11%

7%

13% 12% 11% 7% 9%

10%

Dairy Milk 5 Star Perk Celebrations Temptation Kit Kat Munch Milky Bar 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 SUB- BRANDS CADBURY CHOCOLATES GRAND TOTAL AVERAGE OF (GRAND TOTAL / No. RANKS

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.

17

PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES

Table:9 SUB- BRANDS NESTLE CHOCOLATES GRAND AVERAGE TOTAL OF KIT KAT MUNCH MILKY BAR BAR-ONE MILK PREFERENCE 70 64 65 45 30 (GRAND TOTAL / No. OF RESPONDANTS) 3.18 2.9 2.95 2.05 1.36 1 3 2 4 5 RANKS

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.

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INFLUENCING FACTORS DURING PURCHASE OVERALL INFLUENCE

Table :10 FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 435 295 391 344 301 354 344 297 268 342 AVERAGE 4.58 3.1 4.12 3.62 3.17 3.73 3.62 3.13 2.82 3.6 RANK 1 9 2 4 7 3 4 8 10 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.

19

INFLUENCING FACTORS DURING PURCHASE OF CADBURY CHOCOLATES

Table:11 FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 335 235 307 277 231 271 262 224 213 262 AVERAGE 4.6 3.2 4.2 3.79 3.16 3.71 3.59 3.07 2.92 3.59 RANK 1 7 2 3 8 4 5 9 10 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 20

FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY

GRAND TOTAL 100 60 84 67 70 83 82 73 55 80

AVERAGE 4.5 2.72 3.82 3.04 3.18 3.77 3.73 3.32 2.5 3.64

RANK 1 5 2 9 8 3 4 7 10 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 FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND GRAND TOTAL 427 337 367 338 332 358 AVERAGE 4.81 3.6 3.86 3.56 3.49 3.77 RANK 1 4 2 5 7 3 21

IMAGE COLOR SHAPE QUANTITY

328 332 335 328

3.45 3.49 3.52 3.45

9 7 6 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 FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 334 269 282 272 264 282 247 259 258 255 AVERAGE 4.6 3.68 3.86 3.73 3.62 3.86 3.38 3.55 3.53 3.49 RANK 1 5 2 4 6 2 10 7 8 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. 22

IN NESTLE CHOCOLATE
Table:15 FACTORS FLAVOR/TASTE PRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY GRAND TOTAL 93 68 85 66 68 76 81 73 77 73 AVERAGE 4.2 3.09 3.86 3 3.09 3.45 3.68 3.32 3.5 3.32 RANK 1 8 2 10 8 5 3 6 4 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.

23

FORM PREFERENCE
Table:16 FORM OF CHOCOLATE HARD NUTTIES CRUNCHY CHEW NUMBER RESONDENTS 33 25 29 20 OF

Form of a Chocolate Prefered by People

40 Number of Consumers 30 20 10 0

33 25

29 20

HARD NUTTIES CRUNCHY CHEW

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.

24

PACK OF CHOCOLATES PREFERED

Table:17 PACK SIZE SMALL BIG FAMILY PACK NUMBER OF RESPONDENTS 28 48 19

Pack of Chocolate Prefered

60 50 40 30 20 10 0

48 28 19 SMALL BIG FAMILY PACK

Number of Consumers

1 Pack

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.

25

PROMOTIONAL OFFERS
Table:18 PROMOTIONAL OFFERS FREE GIFTS PRICE OFFER ANY OTHER NUMBER OF RESPONDENTS 52 23 20

Effect of Promotional Offers while Purchase Number of Consumers 60 50 40 30 20 10 0 Promotional Offers 1 23 20 FREE GIFTS PRICE OFFER ANY OTHER 52

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 26

FACTORS ADVERTISEMENT SUGGESTION FROM FRIENDS AND RELATIVES ATTRACTIVE DISPLAY DOCTORS ADVICE BRAND AMBASSADORS INGREDIENTS

NUMBER OF RESPONDENTS 65 16 11 15 9 25
ADVERTISEMENT

Factors Affecting Purchase Number of Consumers

80 60 40 20 0

65 25 9

SUGGESTION FROM FRIENDS AND RELATIVES ATTRACTIVE DISPLAY DOCTOR'S ADVICE BRAND AMBASSDORS INGREDIENTS

16 11 15

1 Factors

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 TELEVISION NEWSPAPERS NUMBER OF RESPONDENTS 82 7 27

BROCHURES HOARDING DISPLAY

3 4 15

Media of Advertisement influencing the Purchase Number of Customers

100 80 60 40 20 0

82

15

Television Newspapers Brochers Hoarding Display

Media Of Advertising 1

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 ONCE IN A FORTNIGHT DAILY WEEKLY MONTHLY QUARTERLY NUMBER OF RESPONDENTS 16 17 39 18 5

28

Frequency of Consumption

50
Number of Consumers

40 30 20 10 0
16 17

39 Once in a fortnight Daily

18

5
Frequency 1 Chart:13

Weekly Monthly Quarterly

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 BELOW 5 5-10 10-20 20-30 ABOVE 30 NUMBER OF RESPONDENTS 6 23 51 4 11

29

Reasonable Price 60 50 40 30 20 10 0 51 23 6 4 1Price 11

Below5 5 to 10 10 to 20 20 to 30 Above 30

Number of Consumers

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.

CONSUMERS BRAND LOYALTY

Table:23 BRAND LOYALTY ACTIONS POSTPONE YOUR PURCHASE SWITCH OVER TO OTHER BRANDS GO TO OTHER SHOP FOR SEARCH OF PREFERED BRAND NUMBER OF RESPONDENTS 26 24 45

30

Brand Loyalty
Number of consumers

50 40 30 20 10 0

45 26 24

Postpone Purchase Switch Brand Search in other Shop

1 Action of Consumers in 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 PREFERED PRODUCT NO, NOT AT ALL MAY CONSIDER NO, SHALL NOT CANT SAY NUMBER OF RESPONDENTS 35 27 4 29

31

Reaction of consumers if new brand is introduced

Number of Consumers

40 30 20 10 0

35 27 29
No, Not at all May Consider Shall Not Can't Say

4 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 dont want to change it as out of 95 respondents 35 are not ready to try new brand at any cost.

32

SUGGESTIONS

SUGGESTIONS
A detail study of the A survey project Report on Products Vs. Price Chocolet was done. Some important suggestions are as follows: 1. Dealers should keep chocolates in cold storage in summers, and try to save chocolates from sun light as they melt in hot place, which will ultimately affect the buying behavior of consumer if he/she not feel satisfied. 2. 3. The chocolates whose expiry dates goes off should be replaced at once and fresh stock should be offered. The retailers and distributors must be provided Dispensers and companys freezers or defreezers for storing chocolates, so that they can offer good quality chocolates to consumers
33

4.

In Yamuna Nagar there is a scarcity of foreign chocolates. Here some of customers are ready to pay premium prices but due to non availability they have to satisfy with available brands.

FINDINGS
The findings of the study of consumer are buying behavior in chocolates states among all the three to brands i.e. Cadbury, Nestle and Amul. The brand at first place is Cadbury, the Nestle (2nd) and last is Amul. Among all these three Cadbury is having the largest market share i.e. 40%, Nestle 35% and Amul 25%. Among all these Brands Cadbury is the only company offering largest number of brands in chocolates i.e. 6 (only for milk chocolate bars). As compared to Cadbury Nestle Company is having 2 brands and Amul is with 4 brands of chocolates. The buying behavior of consumer for different brands of milk chocolate bars is effected by various factors like price, taste, packaging, brand etc. as shown in Analysis and Interpretation part, in the form of group correlation. With the help of t-test it has also been proved that more than 60% of consumers consume milk chocolate bars more than once in a week. It has been calculated for all the three brands separately which has been taken in the study.
If there will be change in price level of milk chocolate bars, then it

will affect the buying behavior of consumers and this finding has been proved with the help of Chi-Square Test (2). The most important factor which consumers consider while
34

purchasing any milk chocolate bars is Taste of that chocolate. They give preference to other factors also, but most important thing is taste. The buying behavior of consumers is also affected by the different type of advertisements. And the most influencing media is electronic media, and from reference group friends are at most influencing position. Quality is the most important factor which consumers consider while switching over to any other brand of milk chocolate bars. Consumers of Yamuna Nagar are more attracted towards the foreign brands like Cadbury and Nestle and demand that more number of foreign milk chocolate bars should be available in the market, like some milk chocolate bars brands of Swiss and French chocolates. As this thing shows that consumer of Yamuna Nagar are more satisfied with the foreign brands and hence demand more of it. But brands like Amul are not able to get proper place in the market in spite that good advertisement is being done by Amul also. One another finding of the research is that consumers of milk chocolate bars of Yamuna Nagar are quite hesitant towards the use of unfamiliar brands, whose advertisement they do not see on different type medias.

35

Conclusion

36

Conclusion
Every research activity ends with some conclusion and same happens with this report also. By analyzing the collected data the conclusion which is arrived is as follows: Foreign Brands like Cadbury and Nestle has an edge over Indian brand like Amul. Which is calculate as with the help Likert scale And the Value comes out for Cadbury brand is 144 . But if we talk about Nestle Brand the value comes out is 125. And for Amul this value comes out to be 90. Which grades foreign brands to be Higher as compare to Indian brand of milk chocolate bar.
Another conclusion of the study is that change in price has a

substantial effect on the buying behavior of consumer for milk chocolate bars as the calculated value in Chi-Square test was . 437and the table value comes out to be 15.58 which shows that calculated value is lesser than table value, hence the null hypothesis is selected that there is positive relation between change in price level and purchasing decision of the consumers for milk chocolate bars.
Different factors like Price, Taste , Brand Name , Packaging have

an influencing effect on the buying behavior of consumers for milk

37

chocolate bars as shown with the help of Group Correlation tool in which the correlation comes out to be Positive, this means that the null hypothesis is selected and there is correlation between various influencing factors like price, taste, packaging, brand name etc. on buying behavior of consumers for milk chocolate bars.

38

Annexure

39

Questionnaire

Buying behavior of consumer for Milk chocolate bar of age group 18-25
With special reference to 3 companies i.e.
Cadbury, Nestle and Amul
Q1. Which companies chocolate do you purchase? Please rank them according to your preference. Cadbury Amul RANK 1 RANK 2 RANK 3 RANK 4 RANK 5 Q2. What is your pattern of consumption? Nestle

On

More than one per day One 3-4 Chocolate per week Weekly
Q3. You purchase same chocolate every time

Daily

Rarely

Strongly Agree Neutral Disagree

Agree

Strongly
40

Disagree

Q4. Which factor you consider the most while purchasing the chocolate?

Price Brand Packaging Other

Taste

Q5. What extent of price tag influences your purchase decision of chocolate? High High Average Low Average Low Average

Q6. Which mode of advertisement influence you most to buy a particular chocolate?

Magazine Newspaper Radio Television Other

_______ _______ _______ _______ _______

Q7. Which reference group influence you most to buy a particular chocolate?

Friends Family Retailer Celebrity Other

_______ _______ _______ _______ _______

Q8. You consider manufacturing and expiry date while buying any chocolate________

Strongly agree

Agree
41

Neutral Disagree Strongly Disagree

Q9. If you switch over to another brand of chocolate then what factor you consider? Price Quality Brand Name Taste

Advertisement and Reference group

Q10. Are you satisfy with the present brand of chocolate in Yamuna Nagar_______

Strongly Satisfy Neutral Dissatisfy Dissatisfy

Satisfy

Strongly

Q11. What is your suggestion for the improvement of your preferred chocolate brand?

Name of the consumer Age Sex

____________________________________ ____________________________________ ____________________________________

42

BIBLOGRAPHY
BOOKS

Marketing Management reprint)

Kotler
th

Philip

(1st

edition

o Chapter 7, Page 183 Marketing Research Donald T.S (6 edition), Page 49 rd Marketing Research Beri G.C (3 edition), Page 79 th Marketing Research Boyd H.W (7 edition) th Research Methods Donald C.R (8 edition), Page 120 MAGAZINES & JOUNALS Advertising Express- February 2006, Traditional Mass Media, By K.Suresh, Page 35 Marketing Mastermind March 2006, Advertising Reaction ,By Barada Prasad Panigrhy, Research Associate , ICFAI Centre, Page 36 Indian Journal of Marketing March 2006, Article By Dr.Banusmathy, Page 31

Websites www.amul.com www.nestle.com www.cadburyindia.com www.consumerpsychology.com

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www.altavist.com

44