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PROJECT ON

CONSUMER BEHAVIOR TOWARDS CHOCOLATE BRANDS

BACHELOR OF MANAGEMENT STUDIES SEMESTER VI

SUBMITTED:IN PART FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF BACHELOR OF MANAGEMENT STUDIES

BY NADEEM M. SHAFI ROLL NO.10

!.JSOMAIYA COLLEGE OF ARTS " COMMERCE VIDYAVIHAR

!.J.SOMAIYA COLLEGE OF ARTS "COMMERCE VIDYAVIHAR CERTIFICATE

This is to certify that Mr.Nadeem M. Shafi of T.Y.B.M.S, Semester VI (2011-2012) has successfu y com! eted the !ro"ect re!ort o# $CONSUMER BEHAVIOR TOWARDS CHOCOLATE BRANDS u#der the %uida#ce of &rof.Smita 'aya .

PROJECT GUIDE

PRINCIPAL

INTERNAL E#AMINER

COURSE COORDINATOR

E#TERNAL E#AMINER
2

DECLARATION

I MR.NADEEM MAQSOOD SHAFI of c ass B.M.S S(M(ST() VI (2011-2012) here*y dec are that I ha+e com! eted the !ro"ect o# $ CONSUMER BEHAVIOR TOWARDS CHOCOLATE BRANDS ,hate+er the data-i#formatio# ha+e *ee# ta.e# from a#y *oo. or other sources the same ha+e *ee# me#tio#ed i# the *i* io%ra!hy. The i#formatio# su*mitted is true a#d ori%i#a to the *est of my .#o, ed%e.

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AC!NOWLEDGEMENT
/

0 stude#t a ,ays co ects some *ou1uets a#d *ric.*ats ,hi e co ecti#% the i#formatio# a*out the !ro"ect he-she has u#derta.e#. If there is a *ou1uet, I ,ou d i.e to share them ,ith those ,ho ha+e ! ayed a !art i# its ma.i#%. I ,ou d i.e to e2!ress my si#cere %ratitude to,ards my 3*,4+5( %)$.+ P*,-.S0$(' D'6'7 ,ho made me co#fide#t to choose this to!ic a#d he !ed me i# the !re!aratio# of this !ro"ect. I rea y a#d tha#.i#% y a!!reciate her effort for he !i#% me i# ma.i#% this !ro"ect, ,hich has e#ha#ced my .#o, ed%e. I am a so tha#.fu for the i#si%ht that I ha+e %ai#ed throu%h #umerous discussio# ,ith her. 0t the same time, I ,ou d a so i.e to tha#. our !ri#ci!a M*8.S).1' V6'8 a#d my !rofessors for their moti+atio# 3 su!!ort. I am a so i#de*ted to a my frie#ds a#d fami y mem*ers for their he ! a#d co#sta#t su!!ort.

CONTENTS
4

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INTRODUCTION

This !ro"ect is a*out !refere#ce of the co#sumers to,ards >M6? !roducts i.e. choco ates i# domestic mar.et (i# s!ecia co#te2t of #est e, 6ad*ury 3 0mu choco ates) The story of choco ate *e%a# i# the #e, ,or d ,ith the Maya#s, a#d a so the ,ord choco ate comes from the Maya# ,ord 2ocoat , a#d the ,ord cocoa from the a8 ec cacahuati, ,ho dra#. a dar. *re, ca ed cacahua1ucht . 9ater, the 08tec co#sumed chacahoua a#d used the cocoa *ea# for curre#cy. I# 1:2/, they offered cocoa *ea#s to 6orte8, ,ho i#troduced choco ate to the ,or d, ,here it s,ift y *ecame a fa+orite food amo#% the rich a#d #o* e of (uro!e. >rom the *e%i##i#%, tur#i#% ra,, *itter cocoa *ea#s i#to ,hat o#e 1@ th ce#tury ,riter ca ed $the o# y true food of the %odsA has *ee# a fi#e art, a de icate mi2ture of a chemy a#d scie#ce. 6e#turies a%o it ,as disco+ered that ferme#ti#% a#d roasti#% the *ea#s cou d create a# a most other,or d y f a+or. I# 1B@:, after years of tryi#%, a /1-year-o d ca#dy ma.er i# +e+ey #amed 'a#ie !eter fi%ured out ho, to com*i#e mi . a#d cocoa !o,er.

$The a#cie#t 08tecs *e ie+ed choco ate to *e the FOOD OF THE GOD >irst y, there is a #eed to .#o, a*out the choco ateCthat ,hat is choco ate. Dhy choco ate is the most !o!u ar dessert f a+ori#% arou#d.
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M(0NIN? 5> 6<56590T(E1. 0 !re!aratio# of the seed of cocoa, roasted, hus.ed, a#d %rou#d (,ithout remo+i#% a#y of the fat), ofte# s,eete#ed a#d f a+ored, as ,ith +a#i a. 2. 0 *e+era%e or co#fectio# made from this. /. 'ar. *ro,#. 4. 0 di+i#e su*sta#ce i#s!iri#% !assio# i# those ,ho co#sume it.

ORIGIN OF CHOCOLATE

The ,ord choco ate comes from the Maya# ,ord 2ocoat , a#d the ,ord FcocoaG from the 08tec cacahuat . I# Me2ico, the *e+era%e ,as ca ed choco ath, from ath (,ater) a#d choco. Su!!osed y the S!a#iard fou#d the Me2ica# ,ord har to !ro#ou#ce a#d ca ed it cacao. 6hoco ath, choco ath, choco ath. &uff !uff. SeeH I did itI (But etGs stic. to cocoa) J9oIJ

F*,0 5,5,' (, 51,5,7'(+


Sorti#%, c eari#%, fryi#%, crushi#%, %ri#di#% is the o# y sma !art of sta%es of !roductio# cyc e tra#sformi#% cocoa *ea#s i# choco ate, ,hich ,e eat. 6hoco ate is rea y the u#i1ue !roduct, tasty, hi%h y #utriti+e (a*out ::0 ..a i# 100%m of a !roduct), ca!a* e to *e stored *y years ,ithout cha#%e of !ro!erties. It co#tai#s :0::K of car*ohydrates, /2-/:K of fat, :-=K of fi*ers. 0#d a so ta##i# su*sta#ces (4:K), stimu ators-the *romi#e a#d caffei#e (1-1.:K), microe eme#ts Na, L, M%, &, >e a#d +itami#s B1, 3 B2.

HISTORY OF CHOCOLATE

The disco+ery of cocoa ,as o# y a first ste! i# the directio# of choco ate. The Mayas ,ere the first to cu ti+ate the cocoa *ea# for the fruits it yie ded. They used the *ea#s as a# i#%redie#t i# their fa+orite choco ate dri#. F2ocot at G. 9e%e#d su%%ests that the first *ea#s came out of !aradise a#d e#t ,isdom a#d !o,er to the !erso# that ate them. >or o*+ious reaso#s, the use of cocoa ,as .e!t to a mi#imum *y the em!erors. Before the S!a#ish e2! orers disco+ered the Ne, Dor d, choco ates a#d other $e2oticA foods ,ere tota y u#.#o,# i# (uro!e. 6o um*us ,as the first (uro!ea# to *ecome ac1uai#ted ,ith cocoa, *ut he ,as#Gt e2act y im!ressed. 'uri#% o#e of his co#1uest i# the Ne, Dor d he met the 08tecs. >or ma#y %e#eratio#s, they dra#. a# i#fusio# of %ri ed seeds a#d s!ices. This mi2ture tasted dis%usti#% a#d it a so co#tai#ed cocoa *ea#s. The 08tecs ado!ted the ides of cocoa co#sum!tio# from the Mayas. <o,e+er the co#1uistadors !i88aro a#d, i# !articu ar, 6ortes did sho, i#terest i# the *ea#. >er#a#do 6ortes reached the east coast of Me2ico i# 1:1M. as a# ho#ored %uest of Mo#te8uma (08tec em!eror a#d i#+eterate choco ate fa#atic) he ,as offered 2ocot at Na sma !ortio# of aromatic choco ate dri#. mi2ed either +a#i a, !e!!er a#d other her*s. >or the Mayas, cocoa *ea#s ,ere +ery im!orta#t, #ot o# y ,ere they a !o! ar mea#s of e2cha#%e, they a so had a re i%ious +a ue. The Mayas sacrificed cocoa *ea#s at the fu#era s of the u!!er c ass.

10

EVOLUTION OF CHOCOLATE

6hoco ate is created from the cocoa *ea#. 0 cacao tree ,ith fruit !ods i# +arious sta%es of ri!e#i#%

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S,edish *io o%ist 6aro us 9i##aeus re+ea ed his fee i#% for choco ate ,hi e atte#di#% to the tas. of c assifyi#% or%a#isms i# a *i#omia system. To the choco ate tree he %a+e the *ota#ica #ame of theo*roma cacao. 6acao refers *ac. to the ori%i#a #ati+e a#%ua%e. Theo*roma is a 9ati# term that tra#s ates to $food of the %odsA.

1 9;

I# 1@=: the (#% ishma# Oames Datt i#+e#ted the steam e#%i#e a#d i# doi#% so set i# motio# ,hat ,e #o, refer to as the i#dustria re+o utio#. 0rou#d the same time i# the co o#y of Massachusetts o#e of the first machi#e orie#ted choco ate ma#ufacturi#% *usi#esses ,as *ei#% esta* ished. The !art#ershi! of Ooh# <a##o#, a#

Irishma#, a#d 'r. Oames Ba#.er of the

Massachusetts co o#y formed the com!a#y <a##o#Gs Best choco ate. 11

Throu%h the use of a# o d %rist mi , cacao *ea#s ,ere %rou#d i#to choco ate i1uor, !ressed i#to ca.es of !aste for e+e#tua use as a choco ate *e+era%e. 'uri#% a routi#e tradi#% missio# to the Dest I#dies, <a##o# ,as !resumed dead ,he# his shi! fai ed to retur#ed. The #ame of the com!a#y su*se1ue#t y cha#%ed to the Ba.er 6om!a#y. It ,as #ot u#ti 1M2@ that the Ba.er fami y so d their *usi#ess to ?e#era >oods. 1 ? The mysterious rumors that surrou#ded the death of !o!e c eme#t PIV, %i+e crede#ce to the #otio# that choco ate had *ecome a fa+ora* e ,ay of disti#%uish !oiso#. The !o!e died after co#sumi#% a choco ate *e+era%e, ,hich a so .i ed the u#,ritte# co#fectio#er ,ho shared i# the co#sum!tio#. Throu%h there is #o !roof, the Oesuits are sus!ected to ha+e arra#%ed his demise. The !o!e had *ee# i# o!!ositio# to the Oesuits, a#d they ,ere .#o,# choco ate dri#.ers. So the co#c usio#, ,hi e #ot !ro+a* e, is #ot u#fou#ded. 1:1A >ra#cois 9ouis 6ai er o!e#ed a choco ate factory o# a.e ?e#e+a #ear Ve+ey. <e used machi#ery he had de+e o!ed himse f, ma.i#% him a !io#eer i# the e+o utio# of S,iss choco ate. 1:=: 6hoco ate ma.er a#d chemist 6oe#raad Va# <oute# de+e o!ed the !rocess #o, .#o,# as $'utchi#%.A <is !ate#ted i#+e#tio# i#+o +ed the remo+a of c ose to ha f of the cocoa *utter from choco ate i1uor throu%h the use of hydrau ic !ressure. The remo+a of the cocoa *utter resu ted i# a comme#surate decrease i# fat co#te#t. I#stead of fifty !erce#t, the hard ca.e that ,as et from this !rocess had a fat co#te#t of o# y T,e#ty->i+e !erce#t. The ca.e cou d the# *e crushed i#to a !o,der. The use of a .a i#e sa t a o,ed for easier mi2i#% ,ith ,arm ,ater. It a so made the co or dar.er a#d had the ! easi#% affect of a ess *itter taste. This i#+e#tio# ,ou d *e the .ey i# the de+e o!me#t of choco ate as a co#fectio#. 1:? Oose!h >ry ,as a ;ua.er ,ho *e%a# ma#ufacturi#% choco ate u#der the #ame of Oose!h >ry 3 So#s. Dhi e the ori%i#a Oose!h >ry eft the com!a#y to *ecome a ty!e fou#der, his so#s co#ti#ued the *usi#ess. 5#e of his so#s, a#other Oose!h >ry, !urchased a Datts steam e#%i#e i# 1@BM 12

to more efficie#t y %ri#d cacao. 0 %reat-%ra#dso# of the ori%i#a Oose!h >ry ed the *usi#ess to,ard the de+e o!me#t of edi* e choco ate. <oe fou#d that *y remi2i#% some of the cocoa *utter *ac. i#to the !rocessed $'utchedA cocoa !o,der a#d addi#% su%ar, a !aste ,as formed that cou d *e !ressed i#to mo ds. The effect of this ,as a choco ate *ar that %athered as much atte#tio# as choco ate *e+era%es had. 1:?A ?hirarde i, a# Ita ia# #ati+e, ! a##ed ear y o# ha+i#% a choco ate *usi#ess. <o,e+er, he tra+e ed first to 7ru%uay a#d the# to &eru *efore setti#% i# 6a ifor#ia i# 1B4M. Thou%h he had *ee# attracted *y the ?o d )ush, he soo# ear#ed that there ,as more re ia* e !rofit to *e had se i#% te#ts to other %o d mi#ers tha# i# actua mi#i#%. <e used the mo#ey he sa+ed a#d started the ?hirarde i choco ate factory, ,hich is sti i# Sa# >ra#cisco. /1:;0-1A:92 1:;0C8 &rime Mi#ister Di iam ? adsto#e, i# a# effort to *oost the eco#omy, o,ered the ta2es o# cacao *ea#s, a o,i#% British ma#ufacturers to e2!a#d their mar.et. 1:90 British >'0 is fou#ded. 0 British "our#a ca ed the 9a#cet disco+ered that ma#y choco ate ma#ufacturers ,ere em! oyi#% +arious methods of $6utti#%A choco ate ,ith somethi#% ess e2!e#si+e. 5#e re!ort re+ea ed that cocoa !o,der ,as *ei#% thi##ed ,ith *ric. !o,der. Stirred to res!o#d, the British %o+er#me#t !assed its first food a#d dru% act i# 1B=0. 1:9: Ooh# 6ad*ury ,as a#other ;ya.er ,ho *ecame i#terested i# choco ate !roductio#. I# 1B24 he had o!e#ed a ?rocery store i# Birmi#%ham, (#% a#d. 6ad*ury featured cacao *ea#s that he ,ou d roast a#d %ri#d himse f. I# time he rea i8ed the i#terest a#d !rofita*i ity i# cha#%i#% his focus to ma#ufacturi#% of choco ate. 6ad*ury *ecame so re#o,#ed that he recei+ed a )oya Darra#t i# 1B:4 to *e the si#% e cocoa a#d choco ate !ro+ider for ;uee# Victoria. )ichard a#d ?eor%e 6ad*ury too. o+er their fatherGs *usi#ess a#d i# 1B== !urchase a Va# <outo# machi#e. They *e%a# to mar.et 6ad*ury cocoa !o,der. By 1B=B, the 6ad*ury 6om!a#y 1/ ocated

!roduced the first *o2 of choco ate ca#dies. Their *usi#ess co#ti#ues to f ourish, a#d i# 1B@M they too. o+er the Birmi#%ham su*ur* of Bour#e+i e. The factory they *ui t there su!!orted a to,#, !ro+idi#% *oth ,or.er housi#% a#d recreatio#a faci ities. 1: A 'uri#% the same !eriod that 6ad*ury ,as de+e o!i#% i#to a formida* e choco ate force, a S,iss choco ate ma#ufacturer ,as stru%% i#% to fi#d a ,ay to com*i#e choco ate ,ith mi .. 'a#ie &eter cou d #ot !roduce somethi#% ,ith a smooth co#siste#cy *ecause the mi . cou d *e made more she f-sta* e for use a *a*y formu a. The !roduct of Nest eGs e2!erime#tatio# ,as a s,eete#ed co#de#sed mi .. The #e, mi ., ,hich had esser ,ater, ,as mi2a* e ,ith choco ate a#d made a !roduct that ,ou d #ot s!oi easi y. <e#ri Nest e a#d 'a#ie &eter formed a com!a#y i# 1B@M. Today, the ar%est food com!a#y i# the ,or d is Nest e. 1: A 0 co#chi#% machi#e ,as created i# 1B@M that a o,ed for the smoothest choco ate yet. )udo f 9i#dt used a co#ca+e %ra#ite *ed ,here choco ate i1uor, su%ar, a#d mi . if desired, ,ou d *e %rou#d *ac. a#d forth *y hea+y ro ers. 9i#dt #amed his choco ate >o#da#ts *ecause their te2ture ,as as smooth as the !o!u ar creamy ca#dies. The !rocess of co#chi#% soo# *ecame a !art of commo# choco ate ma#ufacturi#%. I# additio#, the frictio# of the ro ers !roduced a heat that made roasti#% a# u##ecessary ste!s. Today, the ro ers i# co#chi#% machi#es are .e!t at a co#tro ed tem!erature for a# e+e# hi%her 1ua ity. 1:A> Mi to# Sua+e y <ershey ,as a Me##o#ite from &e##sy +a#ia ,ho o,#ed a carame ma#ufacturi#% ! a#t. Dhe# he +isited the ,or d 6o om*ia# (2!ositio# i# 6hica%o his i#terest ,as i#itia y to !urchase a#d use machi#es to ma.e choco ate co+ered ca#dies. <is i#terest cha#%ed course after +isiti#% (uro!e a#d researchi#% the ma#y choco ate ma#ufacturers there. <ershey the# decided to focus his *usi#ess o# choco ate !roductio# a#d i# 1M00 he i#troduced to the ,or d the mi . choco ate <ershey *ar. It ,as fo o,ed fi+e years ater *y the <ershey .iss. Dith *usi#ess e2!a#di#% *eyo#d e2!ectatio#, Mi to# <ershey too. o+er the to,# of 'erry 6hurch, &e##sy +a#ia a#d re#amed it <ershey. Thou%ht he a so 14

de+e o!ed a <ershey, 6u*a arou#d a su%ar mi

he o,#ed, Mi to#

<ershey ,as focused out of 6u*a i#1M:M ,he# 6astro %ai#ed co#tro . Today <ershey, &e##sy +a#ia is a# im!ressi+e tourist attractio#. 1A0: 1A1> The tria#%u ar To* ero#e choco ate *ar ,as created a#d au#ched i#to mar.et *y S,iss choco ate ma.er Oea# To* er. S,iss choco ate ma.er Ou es Sechaud i#+e#ted the choco ate fi ed *o#*o#. 1A=A 0t the e#d of the t,e#tieth ce#tury 6e aGs 6o#fectio#s, o# Dest Broad,ay a#d ca#a , ,as a !art of ma#y factories that made u! Ne, Yor. 6ityGs co#fectio#ary district. I# 1M2M their ca#dy factory *e%a# ma#ufacturi#% choco ate-co+ered cherries. Today, ,hi e the other co#fectio#eries ha+e disa!!eared, 6e aGs remai#s. 1A>9 &hi i! Si +erstei# o,#ed a ca#dy com!a#y o# 'e a#cey Street i# Ne, Yor. 6ity. I# 1M/= he created a thic., #ut a#d raisi# fi ed choco ate *ar, .#o,# as the 6hu#.y Bar. 1A?0C8 0s the 7#ited States %eared u! for a ,ar i# (uro!e, Mi ito# <ershey su%%ested a# additio# *e made to the sta#dard so dierGs $'-)atio#.A The 0merica# mi itary *e%a# to i#c ude three 4 ou#ce, =00 ca orie choco ate *ars i# each $'-)atio#.A Dhi e from todayGs !ers!ecti+e this may seem odd, the 08tecs had used choco ate for the edificatio# of their o,# ,arriors. I# additio# to ifti#% the e#er%y a#d s!irits of the troo!s duri#% Dor d Dar II, the choco ate *ars *ecame associated ,ith !eace, as ma #ourished ho ocaust sur+i+ors ,ere rescued *y 0merica# troo!s offeri#% choco ate. 1A:9 Dhe# Oim Da sh eft his ife as a# ad+e#tures e2ecuti+e i# 6hica%o, he decided to mo+e to <a,aii to start a choco ate *usi#ess. <e !urchased ! a#tatio#s o# LeaGau a#d Lo#a, a#d decided to use the fi#e crio o cacao *ea#s for his fou#datio#. The *ea#s he har+ested are se#t to 6a ifor#ia, after they ha+e *ee# ferme#ted a#d dried, a#d are !rocessed i#to hi%h 1ua ity choco ate. 5# y a+ai a* e throu%h mai order, the choco ate is used !rimari y *y !astry chefs. 1:

MAJOR PLAYER IN THE MAR!ET

CADBURY /INDIA2

Tradi#% at rs.B:0, the 6ad*ury (I#dia) stoc. !rese#ts a %ood o#%-term i#+estme#t o!tio#. 0fter hitti#% a hi%h of )s. MB1 i# March 2000, the stoc. retraced to its !rese#t e+e . The curre#t !rice discou#ts the atest (&S 4M times. Dith %ood %ro,th !rotects ahead a#d a stro#% fi#a#cia *ac.%rou#d, the stoc. may ho d %ood !ote#tia for steady retur#s o+er the o#% term.

1=

6ad*ury (I#dia), su*sidiary of 6ad*ury Sch,e!!es 5+erseas, is o#e of the eadi#% ! ayers i# the choco ate a#d su%ar co#fectio#ary se%me#t. The !are#t has a :1 !erce#t sta.e i# the com!a#y. >or the year-e#ded 'ecem*er 1MMM, c ose to @= !erce#t of the sa es tur#o+er ,as deri+ed from choco ate fo o,ed *y ma ted foods (22 !erce#t). 6ad*ury (I#dia) has for o#% *ee# the eadi#% ! ayer i# the choco ate i#dustry. It is +irtua y a househo d #ame ,ith eadi#% *ra#ds such as >i+e Star a#d 'airy Mi .. 5f ate, the com!a#y has *ee# f oodi#% the mar.et ,ith #e, au#ches. 0mo#% the successes of rece#t years are &er. a#d &ic#ic. I# the ma ted food se%me#ted, Bour#+ita is o#e amo#% the !o!u ar *ra#ds. <o,e+er, the hea th- dri#. se%me#t has fai ed to ead su!!ort to the com!a#yGs *ottom- i#e i# the rece#t !ast. Vo umes i# Bour#+ita ha+e *ee# decidi#% for some time. <o,e+er, this is #ot i.e y to *e a dra% o# the !rofita*i ity. 6ad*ury (I#dia) has e+ered o# its mar.eti#% stre#%ths a#d !roduct ra#%e. 6om!etitio# may stem from ! ayers such as #est e i# the #ear term. 0!art from this, other #e, ! ayers such as Mars a#d <ersheyGs may ha+e a# im!act o# the e+e of com!etitio#. <o,e+er, the reductio# i# the e2cise duty o# ma ted dri#.s a#d choco ates a#d the o,er im!ort duties o# cocoa is i.e y to ha+e a !ositi+e im!act o# the cost-structure of the firm. 1@

The ear#i#%s !erforma#ce of 2000 first 1uarter ,as im!ressi+e. Sa es re+e#ue rose 20 !er ce#t to )s. 1/M./4 crores com!ared to the corres!o#di#% !re+ious !eriod. 5!erati#% mar%i#s dec i#ed mar%i#a y from 1=.4 !er ce#t to 1:.@ !er ce#t. &ost-ta2 ear#i#%s rose a# 11.: !er ce#t to )s. 10./4 crores. If the to! i#e %ro,th is sustai#ed at this e+e , it cou d !ro+ide a *oost a#d %ro,th o+er the o#% term. Shareho ders ca# stay i#+ested. 6ad*ury ,as co#tro+ersia y ta.e# *y Lraft co. td i# >e*ruary 2010.6ad*uryGs mar.et share i# I#dia is @MK History Started business in 1948 in India. The company was incorporated as Cadbury-Fry (India) !t. "td. Founder# $ohn Cadbury in %irmin&ham' () in 18*4 Current +,# +r. -a.i! %a/shi Turno!er# 401 Cr. 2o. o3 o33ices# 4 Sta33 Stren&th 4 *111 appro5.

1. %ranch +ana&er is responsib6e 3or the entire %ranch Function *. 8. 4. romotiona6 +ateria6s 4 2etwor/ ad' +edia' 7S +ateria6s 6i/e posters' dan&6ers' dispensers etc. Tar&et 4 966 a&e &roups ,istribution# Throu&h C:F 9&ents ; -e-distributors ; -etai6ers ; consumers <odown# 1 in ,e6hi 733ice# 1 in ,e6hi 9!&. 2o. o3 ca66s per day by S.7.# 80 Sa6es -eportin& 4 wee/6y basis Sa6es )it# ,ai6y ca66 report' product 3o6der' price 6ist' ca6cu6ator' etc. 7r&anisationa6 Structure# )ey products# Cadbury?s ,airy +i6/' 0 Star' Fruit : 2ut' %ourn!ita etc.' er/

0. =. >.

COMPANY BACKGROUND In 1981 - @udson and Company 3ina66y .oined with Cadbury. This &a!e the 36ourishin& 6oca6 3irm a direct 6in/ with one o3 the &reatest in internationa6 choco6ate manu3acturin& and mar/etin&. 7!er the years the company has been in!o6!ed with many other 6on& standin& brands and entrepreneurs 4 names such as Fry 4 a choco6ate brand datin& bac/ to 1>0=' and o3 course Schweppes which is sti66 part o3 the Cadbury &roup internationa66y a6thou&h not in 2ew Aea6and. In 19=9 Cadbury Fry and Schweppes mer&ed internationa66y with the 2ew Aea6and Company becomin& /nown as Cadbury Schweppes @udson "imited in 19>8.

1B

In 198= Cadbury Schweppes @udson mer&ed with Cadbury Schweppes 9ustra6ia. The resu6t was a tru6y internationa6 operation with both the 2ew Aea6and and 9ustra6ian companies supp6yin& each other. Cadbury Schweppes 9ustra6ia is a 3u66y owned subsidiary o3 Cadbury Schweppes p6c' the (nited )in&dom based parent company. +ost recent6y' in 1991 Cadbury reBuired the <ri33ins con3ectionery business' and so6d the @udson biscuit operation in a reciproca6 a&reement. The <ri33ins business dates bac/ to be3ore the turn o3 the century. <eor&e <ri33in estab6ished the company when he opened a sma66 con3ectionery business at 2e6son. Fina66y' in 1991 we became /nown as Cadbury Con3ectionery "td' and can now boast dominance in 2ew Aea6and?s choco6ate and su&ar con3ectionery mar/ets. Cith manu3acturin& bases in both ,unedin and 9uc/6and' as we66 as sa6es o33ices in Ce66in&ton and Christchurch' the Company emp6oys near6y 1'111 in tota6. The Cadbury &roup has a6so 36ourished internationa66y. Cadbury Schweppes p6c 4 the parent company 4 has manu3acturin& 3aci6ities in *1 countries and its 3amous brands are bou&ht and en.oyed in more than 111 countries around the wor6d. Cadbury is one o3 the wor6d?s 6eadin& choco6ate ma/ers and is number one in Dn&6and and 9ustra6ia as we66 as in 2ew Aea6and.

PRODUCTION Cadbury India?s 3irst manu3acturin& 3aci6ity was set up at Thane (+umbai) in 19==. Today' the 3actory has &rown mani3o6d and manu3actures a ran&e o3 products that inc6ude Cadbury ,airy +i6/' 0 Star' 2utties' <ems and %ourn!ita. The 3actory emp6oys about >01 peop6e and houses the -:, and en&ineerin& de!e6opment 3aci6ities o3 the company. In a mo!e towards bac/ward inte&ration' Cadbury bou&ht Induri ,iary 3arm in une in 19=4. -ecent6y' a ma.or in!estment pro&ram resu6ted in the insta66ation o3 modern mou6din&' crumb and choco6ate ma/in& 3aci6ities. Today' the Induri Factory manu3actures intermediate products 6i/e mi6/ crumb and a ran&e 3inished choco6ates. In 1989' the company be&an operations in their newest and most modern p6ant at ma6anpur. DBuipped with state-o3-the-art techno6o&y and bac/ed by constant in!estment' this unit manu3actures Dc6airs' <ems' er/ and icnic.

1M

VISION The &o!ernin& ob.ecti!e 3or Cadbury India is to de6i!er#


Superior Shareho6der Ea6ue Cadbury in e!ery poc/et The company believe this requires:

%roadenin& our consumer appea6 and e5tendin& their reach to newer mar/ets Sustained &rowth o3 their mar/et share throu&h a&&ressi!e product de!e6opment Stri!in& 3or internationa6 Bua6ity in their products and processes Focusin& on cost competiti!eness and producti!ity in their operations and inno!ati!e uti6isation o3 their assets In!estin& to de!e6op peop6e

Finding a Mark t !inn r ,e!e6opin& a success3u6 new product which wi66 stand the test o3 time and &ain a permanent p6ace in a company?s product port3o6io is not easy. +uch Buoted 3i&ures estimate that it ta/es in the re&ion o3 08 new product ideas to end up with one success3u6 new product and some peop6e put the initia6 3i&ure as hi&h as 111. The ma.ority o3 ideas 3ai6 ear6y in the process 4 we66 be3ore they reach the consumer. 9 3urther si&ni3icant proportion 3ai6 to mo!e 3rom the test mar/et into nationa6 distribution. Cith the tremendous in!estment reBuired 3or tota66y new products' it is essentia6 that the who6e pro.ect is care3u66y researched. In 3act' it may ta/e se!era6 years 3or a new product to &row 3rom concept sta&e to nationa6 distribution. The search 3or a new product usua66y bein&s with an e!a6uation o3 the opportunities or &aps in the mar/et. Success3u6 new brands are tar&eted as 3ar as possib6e to a!oid ta/in& mar/et share 3rom a company?s e5istin& brands. 9 new sector must be created in the mar/et or the new product must attac/ competitors? brands. Success3u6 new product de!e6opment is essentia66y team wor/ in!o6!in& research and de!e6opment' mar/etin& and sa6es' mar/et research' production' en&ineerin& and 3inance. 9t Cadbury' in common with most companies' the mar/etin& ro6e is 3u63i66ed by the roductF%rand +ana&er whose 3unction is to coordinate and mastermind the pro.ect throu&h 3rom the initia6 brie3 to nationa6 6aunch' unti6 the 6ar&est sa6es tonna&e has been achie!ed. The initia6 impetus 3or embar/in& on a 2ew roduct ,e!e6opment pro.ect can be# 20

Chan&es in consumer 6i3esty6es Techno6o&y de!e6opments where new processin& techniBues ha!e been de!ised The need 3or mar/et e5tension abroad' particu6ar6y into 9sia aci3ic' and the demise o3 trade barriers. @owe!er' products cannot be simp6y trans3erred 3rom one mar/et to another without re!iew and possib6e adaptation to suit di33erin& e5pectations and cu6tures. Chether the product strate&y is#

D5istin& product impro!ement 2ew product de!e6opment within the current ran&e o3 acti!ity roduction di!ersi3ication Sa" s s# Prod$*t ,9I-G +I") F. 9C) 141 <+S ,9I-G +I") 1=1 <+ DAIRY MI(K ./ GM ,9I-G +I") 81<+ ,9I-G +I") 44 <+ ,9I-G +I") 81 <+ %7(-2EI""D ,9-) 41 <+ F-(IT : 2(T 44<+ F-(IT : 2(T 81 <+ -79ST 9"+72, 81 <+ C9,%(-G?S <7", 44 <+ C-9C)"D 110 <+ C-9C)"D 41 <+ 0 ST9- $(2I7- 10 <+ 0 ST9- -D<("9- 88-><+ %-D9) C7C79 *1 <+ -D"IS@ *1<+ IC2IC *=<+ IC2IC 48 <+ t s$%%ary o& Cad'$ry India (td) MRP +Rs), -$antity 41.11 -s. 0.11 7T 7T >.0 =.1 1=.*0 >.4= 1=.11 =.11 *.11 18.0 1*.8 8.0 *4.1 *.1 1>.11 1*.*0 11.* =.8= 11.*1 1*.* >.4 -s. 01.11 7T -s. 11.11 7T -s. 10.11 7T -s. *=.11 7T -s. 10.11 7T -s. 1>.11 7T -s. 41.11 7T -s. 41.11 7T -s. 1>.11 C -s. 88.11 7T -s. 10.11 7T -s. 0.11 -s. 0.11 -s. 0.11 7T 7T 7T -s. 11.11 7T Rat +Rs), 8=8.=1 -s. **>.01 -s. *>8.11 -s. 48=.81 -s. 04=.11 -s. 4>8.11 -s. *>8.11 -s. 819.11 -s. *>8.11 -s. 8=8.=1 -s. 10.40 -s. 840.01 -s. *>8.11 -s. *>8.11 -s. *>8.11 -s. 18*.11 -s. 1=8.81 -s. *14.18 -s. 8*>.=1

-s. 11.11 7T -s. 10.11 7T 21

D-) S.E. . 110 <+ D-) 80 <+ <D+S 18 <+ <D+S 80 <+ 2(T %(TTD- SC7TC@ 81 <+ 2(TTIDS 41 <+ C9-9+D"S 801 <+ TIFFI2 TI2 *11 <+ TIFFI2S 81 <+ HC"9I- =*1 <+ HC"9I- 98 &m +-. 7 S =11 <+ <77<"G 7-92<D 011 <+ <77<"G 7-92<D 1 )< <77"G "D+72 011<+ D2<"IS@ T7FFDD 1 )< D-) "ITD +92<7 *8 <+ D-) "ITD ST-9C%9--G *8 <+ %7(-2EIT9 <"9SS $9- *11 <+ %7(-2EIT9 -DFI"" 011<+ %7(-2EIT9 <"9SS $9- 011 <+ %7(-2EIT9 DT $9- 011 <+ %7(-2EIT9 -DFI"" 011<+ %7(-2EIT9 DT $9- 1 )< ,-I2)I2< C@C7"9TD 111 <+ ,-I2)I2< C@7C7"9TD *11 <+ ,-I2)I2< C@7C7"9TD 011 <+

-s. 41.11 CS -s. 18.11 7T -s. >.11 7T -s. 1*.11 7T -s. 10.11 7T -s. 1=.11 7T -s. 141.11 7T -s. 111.11 7T -s. 1*.11 7T -s. 111.11 CS -s. 10.11 7T -s. 8.11 7T -s. =9.11 CS -s. 180.11 CS -s. =9.11 CS -s. 1>1.11 CS -s. 11.11 7T -s. 11.11 CS -s. 44.11 CS -s. 80.11 CS -s. 9*.11 CS -s. 9*.11 CS -s. 80.11 C -s. 1>0.11 C -s. *0.11 7T -s. 40.11 CS -s. 80.11 CS

1.>8 9.1* 4.*1 1>.1 *.8 18.11 1.8 *.8 4.1 8.11 1=.1 >.48 1.8 1.1 1.8 1.1 **.18 19.1*0 0.1 181.1 =.> =.> 1*.1 *.1 *.1* 1.8 1.*0

-s. 48=8.* -s. 4*0.0* -s. 884.11 -s. 8*>.11 =8*.11 -s. *91.11 -s. =8>.11 -s. 011.11 -s. *18.*1 -s. *1=8.8 -s. 18=.01 -s. 181.01 -s. 1441.1 -s. 1441.1 -s. 1441.1 -s. 1>*8.1 -s. 18*.11 -s. 18*.11 -s. 1=14.1 -s. >8.11 -s. 1*==.1 -s. 1*==.1 -s. >8.11 -s. 1=1.00 -s. 4=0.11 -s. *014.1 -s. *8>8.1

22

2/

NESTLE

The story of choco ate *e%a# i# the #e, Dor d ,ith the Maya#s, ,ho dra#. a dar. *re, ca ed cacahua1ucht . 9ater, the 08tecs co#sumed chacahoua a#d used the cocoa *ea# for curre#cy. I# 1:2/, they offered cocoa *ea#s to 6orte8, ,ho i#troduced choco ate to the ,or d, ,here it s,ift y *ecame a fa+orite food amo#% the rich a#d #o* e of (uro!e.

>rom the *e%i##i#%, tu#i#% ra,, *itter cocoa *ea#s i#to ,hat o#e 1@ th ce#tury ,riter ca ed $the o# y true food of the %odsA has *ee# a fi#e art, a de icate mi2ture of a chemy a#d scie#ce. 6e#turies a%o it ,as disco+ered that *y ferme#ti#% a#d roasti#% the *ea#s, 24

a# a most other,or d y f a+or cou d *e created. I# 1B@:, after tears of tryi#%, a /1-yearo d ca#dy ma.er i# Ve+ey #amed 'a#ie &eter fi%ured out ho, to com*i#e mi . a#d cocoa !o,der. The resu t-mi . choco ate. &eter, a frie#d a#d #ei%h*or of <e#ri Nest e, started a com!a#y that ,ou d 1uic. y *ecome the ,or dGs eadi#% ma.er of choco ate. >or three decades the com!a#y ca ed &eter, 6ai er, Loh er re ied o# Nest e for mi . a#d mar.eti#% e2!ertise. I# 1M2M, the a most i#e+ita* e mer%e too. ! ace as Nest e ac1uired &eter, 6ai er, a#d Loh er. Nest e choco ates has i#creased its sa es treme#dous y i# I#dia. 9atest #e,s for #est e choco ates I#dia is, that it ,i #ot o# y *e u#derta.i#% se ecti+e !rice hi.es, *ut ,i a so *e reduci#% the ,ei%ht for its choco ate !roducts i# order to com*at risi#% ra, materia costs, re!ortsThe Economic Times . 0ccordi#% to com!a#y sources, the ,ei%ht of Nest QGs Lit Lat, Mi .y *ar a#d Mu#ch choco ate *ars ,i *e reduced *y arou#d :-@K, ,hich im! ies a !rice hi.e of arou#d @K. Sources e2!ect this measure to !a# out *y 0!ri e#d, the re!ort adds. 0 thou%h Nest QGs mi . !roduct di+isio# %e#erates the ma"ority of its re+e#ues, choco ates %e#erate #ear y 1:K of sa es for the com!a#y. Nest QGs mo+e fo o,s mar.et eader, 6ad*ury I#diaRs )s : (MK) !rice hi.e of its f a%shi! *ra#d, 6ad*ury 'airy Mi . to )s =0, the re!ort says. Nest QGs mar.et share i# I#dia is 14K. HISTORICA( HIGH(IGHTS Incorporated in 1909 as Food specia6ties' 2est India (2I") was promoted by 2est6e 96imantana' SwitIer6and' which present6y ho6ds 01J eBuity sta/e in the company. +anu3acturin& in India be&an with the start up o3 the +o&a Factory in 19=*. 2est6eKs 3irst unit at +o&a' un.ab is manu3acturin&#

+i6/ products In3ant mi6/ 3ormu6ae Ceanin& cerea6s Cu6inary products %e!era&es It is the main manu3acturin& unit o3 2est6e India "imited. The second 3actory at Cho6adi' Tami6 2adu to produce be!era&es i.e. 111J D7( 3or instant tea was set up in 19=>. The third p6ant in 2an.an&ud' )arnata/a was set up in 1989 to produce

Instant Co33ee @ea6th %e!era&es The 3ourth p6ant at Sama6/ha' @aryana' was set u in 1998' to produce 2:

Ceanin& cerea6s Cu6inary products @ea6th be!era&es +i6/ products The 3i3th p6ant at onda' <oa was set up in 1994 to produce#

Ca3ers Ca336es The si5th p6ant at %icho6ine' <oa commenced construction 3or manu3acture o3 a ran&e o3 cu6inary products and this was e5pected to be commissioned in the 6atter part o3 199=. 2est6e India' the 6ar&est 3ood company in the country is continuous6y 6oo/in& at new niches in the mar/et p6ace 3or its !arious products. In mi6/ products 2est6e has made a considerab6e mar/. For instance' the company was the 3irst to introduce a ,airy Chitener with its product KD!erydayK. 9nd ti66 today that product is a brand 6eader despite the presence o3 a host o3 other brands in the 3ie6d. I2 the case o3 +i6/maid condensed mi6/' 2est6e re6aunched the product as desert ma/er and has seen the sa6es &raph c6imbin& since. In baby 3oods' 2est6e has made its stron& ho6d with "acto&en and Cere6ac. 2est6e is a6so popu6ar in pure &hee se&ment. Its D!eryday pure &hee has &ained a Buite satis3actory mar/et share' 2est6e has a6so entered into 3itness 3ood products. 2est6e today is a househo6d name. 2est6e e5tended the product 6ine in co33ee by brin&in& in ,o6co' and then Sunrise. In 1991' 2I" entered the choco6ate business introducin& 2est6e remium choco6ate. 2est6eKs products are so6d under brand names such as a +i6/maid' D!eryday' Cere6ac' 2esca3e' +a&&i' "acto&en' Dc6airs etc. It 6aunched the wor6d 3amous )it/at choco6ates in 1990. ,urin& the year 199= +i6o the wor6dKs 6ar&est se66in& choco6ate ener&y 3ood drin/ was 6aunched. 9ccordin& to the chart shown' we can easi6y /nown as to which product were 6aunched in which year# "aunch year 19=* 19=4 19=8 19>* roductKs 2ame +i6/maid 2esca3e "acto&en -icory 2=

19>4 19>8 198* 1988 1980 198= 198> 1989

+a&&i' Cuber' Cere6ac 2estum 2espray' "acto&en Sunrise' +a&&i 2ood6es (Chic/en +asa6a) +a&&i Sauces - Tomato : @ot : Sweet D!eryday ,airy Chitener Cere6ac - Cheat 9pp6e' Cheat 7ran&e' +a&&i Sauces' Chi66i <ar6c' +asa6a Chi66i D!eryday <hee' +a&&i Soups - Tomato' Chic/en' +ushroom' TasterKs Choice-"ea3 Tea. Sunrise D5tra (ori&ina66y -icory)' 2esto&en *' Sunrise remium (7ri&ina66y Sunrise)' Cere6ac - Cheat !e&etab6e 2est6e Choco6ate - remium +i6/' +i6/y bar and Crunch 2est6e Dc6airs' %ar-7ne' +a&&i Soups 4 +i5ed Ee&etab6e' Chic/en 2ood6es' 2esto&en I D!eryday <o6d (ori&ina66y 2espray) +a&&i Super Seasonin& (7ri&ina66y +a&&i Cubes) - Chic/en' Ee&etarian "emon +a6asa' 2est6e %onus' o6o' %ar-one-oasted eanut' TasterKs Choice - ,ust Tea' Contamina Snac/ ressin& Cere6ac - Cheat Soya' +i6/maid ,esert +i5es - Custard owder' <u6ab $amun' Shahi -abri' )esar )u63i' +a&&i ToniteKs Specia6 - %utter Chic/en <ra!y Sauce' )arahi aneer <ra&!y Sauce' iIIa Sauce Toppin&' 2esca3e re+i5' D!eryday re-mi5 2est6e %onus - Choco6ate' 2est6e )it/at' To33o - Co33ee' D6acichi' +i6/' o6o- aan 2est6e +i6o' +i6/maid ,essert +i5es 4 )a6a/and' +a&&i ic/6es - "ime' "ime Sweet' +an&o' +an&o un.abi' +i5ed' +a&&i ,osa +i5es - +asa6a 6ain' Sambhar' +a&&i Soups Chic/en Sweet Corn' @ot : Sour and -asam' o6o Spearmint' Cere6ac - -ice' TaserKs Choice - Tea %a&s. +ithai +a&ic' Sp6ash Candy' %utter Scotch Candy' To33eeD6aichoo' )o33ees' o6o-Fruit -in&s' D5tra Stron&' +a&&i -ich Soups' 2estea' 6ea3F,ust Tea' 2esca3e 8-in-1' Teamate Creamer' +a&&i ic/6es' Eariants' +a&&i +acroni Snac/' Cere6ac - Cheat %anaa' Cheat @oney +a&&i - Tamarina Sauce' 2est6e 966anKs SootherKs' Sunrise Dc6airs 2est6e - ,ahi : Im6i Sauce 2@

1991 1991 199* 1998

1994

1990 199=

199>

1998 *11*

2B

AMUL

0M79 6<56590T( is made from Su%ar, 6ocoa Butter, Mi . So ids, 6hoco ate mass 6om!ositio# Mi . >at 2K Su%ar ::K Tota fat /2.//K (Mi . fat S 6ocoa >at) 6ocoa So ids @.:K Mi . So ids 20K &roduct S!ecificatio#sE Meets a re1uireme#ts u#der the &>0 for *oi ed su%ar co#fectio#ary. $0 %ift foe someo#e you o+eA. 0mu 6hoco ate has chose# the !hrase $0 %ift of someo#e for o+eA to mar.et their choco ate !roducts. Today, ?6MM>Gs 0mu *ra#d of mi . !roducts recei+es *usi#ess 1ueries from do8e#s of cou#tries, ra#%i#% fro# the 7.S. a#d the Nether a#ds to Si#%a!ore a#d Ne, Tea a#dtha#.s to a# i##o+ati+e mar.eti#% cam!ai%# o# the Dor d Dide De*. PRODUCT

RANGE AMUL The Taste of India, a *ra#d so disti#cti+e y I#dia#, has *ee# a !art of our i+es for #ear y fi+e decades #o, a#d sti is a* e to touch a chord i# our hearts. 0s a *ra#d 0mu has %ro,# from *ei#% mere y a differe#tiati#% factor to !rotect the i#terests of !roducers a#d co#sumers, a#d has #o, *ecome a critica success factor i# the +ery e2iste#ce a#d %ro,th of a mo+eme#t that started ,ay *ac. i# the !re-i#de!e#de#ce I#dia. T1+ A0)7 E*' 0mu came i#to *ei#% as a co#se1ue#ce of a re+o utio# a#d it has co#ti#ued to *e re+o utio#ary i# e+ery sta%e of its ife. It i#itia y started a as mea#s to *a a#ce the f uctuati#% mi . su!! y a#d %re, at a !he#ome#a rate as a i1uid mi . su!! ier. The Laira 7#io# *e%a# !asteuri8i#% mi . for the Bom*ay Mi . Scheme i# 1M4B. <o,e+er *y the 1M:0s it ,as am! y c ear
2M

that the future ay i# ma#ufactured dairy !roducts. 0mu res!o#ded *y em*ar.i#% o# a ,ide ra#%e of dairy !rocessi#% acti+ities, i#+o +i#% #e, Tech#o o%ies, a#d *y e2!a#di#% its !rocessi#% faci ities. It cha e#%ed the esta* ished &o so# *ra#d i# *utter ma#ufacturi#%, a#d the# mo+ed o# to s,eete#ed co#de#sed mi . i# direct co#fro#tatio# ,ith the i#ter#atio#a %ia#t Nest e. It a so oc.ed hor#s ,ith ? a2o o+er the !roductio# of *a*y food i# I#dia. 5# a of these occasio#s 0mu #ot o# y dis! ayed feats of resi ie#ce *ut a so i# fact came out much stro#%er tha# e+er *efore. 0mu rea i8ed it as ear y as ate 1M=0s that the o# y ,ay it cou d i#crease the share of the mar.et ,as *y mai#tai#i#% the reaso#a* e !rices of its !roducts, *ut ,ide#i#% the ra#%e. 'uri#% 1M==-1M@0, 0mu added s,eet *uttermi . !o,der, a seco#d *ra#d of *a*y food (0mu s!ray) a#d a hi%h !rotei# ,ea#i#% food (Ba amu ). I# 1M@4 the 0mu Mi . 6hoco ate ,as re eased

commercia y a#d ,as fo o,ed *y se+era +arieties of choco ates a#d choco ate co#fectio#aries. 0 so Nutramu , a ma ted cocoa *e+era%e ,as au#ched i# 1M@=.6heese !o,der ,as re eased commercia y i# the ear y@0s. 0s district u#io#s mu ti! ied, Laira 6oo!erati+e reco%#i8ed the *e#efits of a mar.eti#% federatio# a#d thus the Gujarat Cooperative Milk Marketing ederation !GCMM " ,as esta* ished i# 1M@/. ?6MM> comme#ced mar.eti#% o# 0!ri 1, 1M@4u#der the si#% e *ra#d #ame of 0mu . I# 1M@B-@M it re%istered a tur#o+er of )s. 100 crore, ,hich %re, to )s. :/M.=@ crore i# 1MB@-BM. I# 2002-0/ the tur#o+er stood at )s. 2@4:.@0 crore. 0t !rese#t ?6MM> ha+e 2.2B mi io# !roducer mem*ers ,ith a tota mi . co ectio# i# 2002-0/ *ei#% 1.B= *i io# itres. The success rate has *ee# to the e2te#t that ?6MM> has #o, *ecome I#diaRs ar%est food !roducts mar.eti#% or%a#i8atio#. ?6MM> test mar.eted 0mu 6heese s!read i# 1MB/ fo o,i#% it ,ith a #e, softer cheese s!read. I# 1MB2, it i#troduced 0mu Shri.ha#d i# Bom*ay, a#d *rou%ht out #e, f a+ors *et,ee# 1MB= a#d 1MBM. 0mu 7<T mi . i# tetra !ac.s, ,ith a she f ife of days, ,as re eased i# 1MB/ a#d *y 1MBB-BM 7<T mi . ,ith she f ife of =0 days had *ecome a+ai a* e. Bet,ee# 1MB@ a#d 1MBM, 0mu 6hoco Sha.e, 0mu ( aichi Sha.e, a#d 0mu 9assi ,ere successfu y mar.eted i# tetra *ric.s. I# the 1MM0s, 0mu co#ti#ued o# a# e2!a#sio# !ath a#d se+era #e, !roduct ra#%es ,ere added to its !ortfo io. 0 much dee!er 0mu 6heese ra#%e ,ith 0mu Ma ai &a#eer a#d 0mu &i88a 6heese, e2te#ded 0mu
/0

Mithaee ra#%e ,ith ?u a*"amu#s a#d Lu fi mi2, a ,ider 7<T mi . ra#%e 0mu Taa8a mi . a#d 0mu >resh 6ream, fresh mi . ra#%e ,ith *ra#ds i.e 0mu ?o d, 0mu Smart a#d 0mu Sha.ti, a #e, 6urd ra#%e ,ith 0mu Masti 'ahi, a#d a #e, Mi . dri#. N 0mu Sha.ti > a+ored Mi .. 0mu a so started a%%ressi+e mar.eti#% of its ,ide array of Ice creams !osi#% stiff com!etitio# to esta* ished ! ayers i.e <99Gs L,a ity Da s a#d Mother 'airy. )ece#t y it a so i#troduced ready to ser+e sou!s u#der the *ra#d #ame of Masti Today 0mu Butter, 0mu Mi . &o,der, 0mu ?hee, 0mu s!ray, 0mu 6heese, 0mu 6hoco ates, 0mu Shri.ha#d, 0mu Ice cream, Nutramu , 0mu Mi . a#d 0mu ya ha+e made 0mu a eadi#% food *ra#d i# I#dia. 0mu has e+o +ed from its traditio#a ima%e a#d #o, is a sym*o of ma#y thi#%s. 5f hi%h-1ua ity !roducts so d at reaso#a* e !rices. 5f the %e#esis of a +ast co-o!erati+e #et,or.. 5f the trium!h of i#di%e#ous

tech#o o%y. 5f the mar.eti#% sa++y of a farmersR or%a#i8atio#. 0#d ha+e a !ro+e# mode for dairy de+e o!me#t.

LIST OF PRODUCTS MARKETED: BREAD SPREADS: 0mu Butter 0mu 9ite 9o, >at Bread s!read 0mu 6oo.i#% Butter CHEESE RANGE: 0mu &asteuri8ed &rocessed 6heddar 6heese 0mu &rocessed 6heese S!read 0mu &i88a (Mo88are a) 6heese 0mu Shredded &i88a 6heese 0mu (mme#ta 6heese 0mu ?ouda 6heese 0mu Ma ai &a#eer (cotta%e cheese) >ro8e# a#d Ti##ed 7tter y 'e icious &i88a

MITHAEE RANGE /ETHNIC SWEETS2:


/1

0mu 0mu 0mu 0mu 0mu

Shri.ha#d (Ma#%o, Saffro#, 0 mo#d &istachio, 6ardamom) 0mra.ha#d Mithaee ?u a*"amu#s Mithaee ?u a*"amu# Mi2 Mithaee Lu fi Mi2

UHT MIL! RANGE: 1) 0mu Taa8a /K fat Mi . 2) 0mu ?o d 4.:K fat Mi . /) 0mu S im-#-Trim 0K fat mi . 4) :) =) @) 0mu 0mu 0mu 0mu 6hoco ate Mi . >resh 6ream S#o,ca! Softy Mi2 Taa8a 'ou* e To#ed Mi .

PURE GHEE: 0mu &ure ?hee Sa%ar &ure ?hee 0mu 6o, ?hee INFANT MIL! RANGE: 0mu I#fa#t Mi . >ormu a 1 (0-= mo#ths) 0mu I#fa#t Mi . >ormu a 2 ( = mo#ths a*o+e) 0mu s!ray I#fa#t Mi . >ood MIL! POWDERS: 0mu >u 6ream Mi . &o,der 0mu ya 'airy Dhite#er Sa%ar S.immed Mi . &o,der Sa%ar Tea a#d 6offee Dhite#er

/2

SWEETENED CONDENSED MIL!: 0mu Mithaimate S,eete#ed 6o#de#sed Mi . FRESH MIL!: 0mu 0mu 0mu 0mu Taa8a To#ed Mi . /K fat ?o d >u 6ream Mi . =K fat Sha.ti Sta#dardised Mi . /K fat Smart 'ou* e To#ed Mi . 1.:K fat

CURD PRODUCTS:

0mu Masti 'ahi (fresh curd) 0mu Butter Mi . 0mu 9assee

AMUL ICECREAMS: o R,6'7 T*+'( R'&%+ ()a"*ho%, 6a!!uchi#o, 6hocochi!s, Butterscotch, Tutti >rutti) o N)(-,-M'&$' R'&%+ (La"u 'ra.shi, Lesar &ista, )oasted 0 mo#d, Lesar 6ar#i+a , Badshahi Badam Lu fi, Shista &ista Lu fi) o U(8'@ R'&%+ (0#"ir, )oasted 0 mo#d) o S$0376 D+7$5$,)8 R'&%+ (Va#i a, Stra,*erry, &i#ea!! e, )ose, 6hoco ate) o N'()*+D8 T*+'( (0 !ha#so Ma#%o, >resh 9itchi, 0#"ir, >resh Stra,*erry, B ac. 6urra#t) o S)&.'+ R'&%+ (Ma#%o, B ac. 6urra#t, 6hoco ate, Stra,*erry) o M$77+&&$)0 I5+5*+'0 (6heese ,ith 0 mo#ds, 'ates ,ith <o#ey) o M$7E B'*8 (6hoco*ar, Ma#%o 'o y, )as!*erry 'o y, Shahi Badam Lu fi, Shahi &ista Lu fi, Ma,a Ma ai Lu fi, ?ree# &ista Lu fi)

//

AMU( TOPICA(S FROM 011230114 C,,7 C'&.$+8 (5ra#%e, Ma#%o) C'88'((' T*$5,&+ C,&+8 (Butterscotch, 6hoco ate) M+%'<$(+ A70,&. C,&+ F*,8($E - / ayer choco ate Bar F)&.,, R'&%+ - e2c usi+e y for .ids S7$0S5,,3 F'( F*++ F*,F+& D+88+*( (Va#i a, Ba#a#a, Ma#%o, &i#ea!! e) H+'7(1 E Isa*coo

CHOCOLATE " CONFECTIONERY: 0mu 0mu 0mu 0mu 0mu 0mu Mi . 6hoco ate >ruit 3 Nut 6hoco ate (c airs >u#doo Bi#daa8 0 mo#d*ar

BROWN BEVERAGE: o Nutramu Ma ted Mi . >ood MIL! DRIN!: 0mu Sha.ti > a+ored Mi . R+'.6 (, S+*@+ S,)38: Masti Tomato Sou! Masti <ot 3 Sour Sou! Masti cha#ch

/4

/:

/=

The rou#d-eyed, 6hu**y-6hee.ed 0mu Mo!!et has *ee# a ,i d y !o!u ar ad+ertisi#% fi2ture, ,ith its !u#chy o#e- i#ers amusi#% I#dia# +ie,ers from *us sta#ds, am! .isos a#d *i *oards for o+er thirty years. The u timate com! ime#t to the *utter came ,he# a British com!a#y rece#t y au#ched a *utter a#d ca ed it 7tter t Butter y, a fitti#% reco%#itio# of the $Thorou%h *red, utter y Butter y 'e icious 0mu .A (+ery ,ee., 0mu Gs to!ica ads for its *utter !roducts are !osted o# its De* site, a o#% ,ith reci!es fore I#dia# dishes featuri#% 0mu !roducts. 0rchi+es of hu#dreds of to!ica s dati#% *ac. to 1M@M are a+ai a* e o# the site. The to!ica s ha+e a so *ee# carried e+ery day o# the I#dia# Dor d home !a%e.amu choco ateGs mar.et share i# I#dia is :K.

PRODUCT PROFILE

)esearch for a+ai a*i ity a#d acce!ta*i ity of 0mu 6hoco ate a#d their differe#t +aria#ts i#c udi#% Ne, 9au#ched

CHOCOLATES: MAJOR TYPES " BRANDS

/@

Types Molded chocolates

Brand #air$ Milk% Truffle% Amul Milk Chocolate% &estle 'remium% &estle Milk$ (ar% &estle Classic ) *tar% 'erk% +it +at% 'icnic% Munch Gems !Cad,ur$"% &utties% Mar,les !&estle"

Count lines 'anned products

AMUL C-.C.LATE GI T ./ *.ME.&E 0.U L.1E AMUL CHOCOLATE is made from Su%ar, 6ocoa Butter, Mi . So ids, a#d 6hoco ate mass

C,03,8$($,&:

Mi . >at 2K Su%ar ::K Tota >at /2.//K (Mi . >at S 6ocoa >at) 6ocoa So ids @.:K Mi . So ids 20K

AMUL MIL! CHOCOLATE AMUL FRUIT AND NUT CHOCOLATE R$51 M$7E C1,5,7'(+8 -*,0 (1+ H,)8+ ,- A0)7.

U31,7.$&% D+5'.+8 ,- T*)8( '&. S'($8-'5($,&


/B

AMUL FUNDOO 6hoti *ite. Badi Masti. M$7E C1,5,7'(+ E&*$51+. G$(1 G7)5,8+ -,* EB(*' E&+*%6.

AMUL BINDAAH BIN'00T L<05 <7N?0M0 M06<05 A R'*+ B7+&. ,- D'*E C1,5,7'(+ '&. M$7E C1,5,7'(+ 7'5+. G$(1 C*$836 C1,5,7'(+ C*)0<8.

ALMONDBAR BIT( BIT( M(IN '7M R$51 '&. C1+G6 A70,&. N,)%'(8 C,'(+. G$(1 R$51 M$7E C1,5,7'(+. P*,.)5( S3+5$-$5'($,&:
/M

Meets a re1uireme#ts u#der the &>0 for *oi ed su%ar co#fectio#ary.

DIFFERENT VARIANTS OF AMUL CHOCOLTES AND THEIR RELATIVE PRICING SL. NO 1. =. >. ?. ;. 9.
0mu .

B)0N'-&06L
0mu Mi . 6hoco ate /:% 0mu Mi . choco ate 1B% 0mu >3N choco ate /0% 0mu >u#doo /0% 0mu >u#doo 1:%

MRP
)s.10 )s. : )s. 1: )s. 10 )s. : )s. 10 )s. 10

TRADE PRICE
)s. M.1/ )s. 4.:= )s. 1/.B@ )s. M.00 )s. 4.:0 )s. M.00 )s.M.00

DISCOUNTED PRICE
)s. B.@0 )s. 4./4 )s. 1/.21 )s. B.:@ )s. 4.2B )s. B.:@ )s. B.:@

NET MARGIN
1: K 1:.1 K 1/.: K 1=.@K 1=.@ K 1=.@ K 1=.@ K

9mu6 %indaaI choco6ate 81& 0 mo#d Bar /:%

40

41

CONSUMER BEHAVIOR

42

INTRODUCTION

The term co#sumer *eha+ior refers to the *eha+ior that co#sumers dis! ay i# searchi#% for, !urchasi#%, usi#%, e+a uati#% a#d dis!osi#% of !roducts a#d ser+ices that they e2!ect ,i satisfy their #eeds. The study of co#sumer *eha+ior is the study of ho, i#di+idua s ma.e decisio#s to s!e#d their a+ai a* e re- source (time, mo#ey, effort) o# co#sum!tio# re ated items. It i#c udes the study of ,hat they *uy, ,hy they *uy it, ,he# they *uy it, ,here they *uy it, ho, ofte# they *uy it a#d ho, ofte# they use it. I#formatio# a*out the !atter# of co#sum!tio# i# +arious se%me#ts of society a#d dy#amics of co#sumer *eha+ior are ce#tra to the u#dersta#di#% for de+e o!i#% #e, co#ce!ts i# mar.eti#%. The esse#ce of moder# mar.eti#% co#ce!t is that a e eme#ts of *usi#ess shou d *e %eared to,ards ide#tifyi#% a#d satisfyi#% the #eeds of the co#sumers. D+5$8$,& M'E$&% P*,5+88 The co#sumerGs decisio# to !urchase or re"ect a !roduct is a mome#ts of fi#a truth for mar.eter. It si%#ifies ,hether the mar.eti#% strate%y has *ee# ,ise, i#si%htfu , a#d effecti+e, or ,hether it ,as !oor y ! a##ed a#d missed the mar.. Thus, mar.eters are !articu ar y i#terested i# co#sumerGs decisio#-ma.i#% !rocess. De ,ou d *e discussi#% a sim! e mode of co#sumer decisio# ma.i#% that emotio#a co#sumer. The moda , has three ma"or com!o#e#tsE 1) 2) /) I#!uts &rocess 5ut!ut

4/

CONSUMER DECISION MA!ING PROCESS

(2ter#a i#f ue#ces


>irmGs Mar.eti#% (fforts &roduct &rice & ace &romotio# Socio cu ture (#+iro#me#t >ami y )efere#ce ?rou! 5ther #o#-commercia i#f ue#ce Socia c ass 6u ture a#d su*cu ture i#f ue#ces

I#!ut

6o#sumer 'ecisio# Ma.i#%


&sycho o%ica >actors Need reco%#itio# I#formatio# search Va uatio# a ter#ati+es &rocess &erce!tio# Moti+atio# 0ttitude 9ear#i#% &erso#a ity

(2!erie#ce

&ost &urchase Beha+ior


&urchase Tria )e!urchase &ost !urchase e+a uatio# INPUTS
44

5ut!ut

The i#!ut com!o#e#t dra,s o# e2ter#a i#f ue#ces that ser+e as sources of i#formatio# a*out a !articu ar !roduct a#d i#f ue#ce a co#sumerGs !roduct-re ated +a ues a#d *eha+ior. 6hief amo#% these i#!ut factors are the mar.eti#% N mi2 acti+ities of or%a#i8atio#s that attem!t to commu#icate the *e#efits of their !roducts a#d ser+ices to their !ote#tia customer, a#d the #o mar.eti#% socio-cu tura i#f ue#ces, ,hich, ,he# i#ter#a i8ed, affects the co#sumerGs !urchase decisio#.

PROCESS
The !rocess com!o#e#t of the moda is co#cer#ed ,ith ho, co#sumers ma.e decisio#s. The !sycho o%ica fie d re!rese#ts. The i#ter#a i#f ue#ces (moti+atio#, !erce!tio#, ear#i#%, !erso#a ity, a#d attitudes) that effect the co#sumerGs decisio# ma.i#% !rocesses.

P*+3)*51'8+ A5($@$(6E 0fter the !ro* em is ide#tified, the *uyer i#du %es i#
!re!urchase acti+ity. It is u#der stood that #eed is a father of a deed. There %e#era y remai#s a time a% ,he# a !erso# thi#.s to *uy a#d the actua i#cide#ce of *uyi#%. 'uri#% this time, the !erso# is e#er%i8ed a#d is i.e y to *e i#f ue#ced *y +arious factors. Need arousa dri+es the co#sumer to co ect i#formatio# a*out the re1uired !roduct. <e first i#du %es i# i#ter#a search, sca#s his !sycho o%ica fie d so as to reco ect of retrie+e a#y i#formatio# or !ast e2!erie#ce re ated to !articu ar #eed. <is !sycho o%ica fie d com!rises of his !ast ear#i#%. &erce!tio#, !erso#a ity a#d !ast e2!erie#ce. If he is #ot satisfied he the# %oes i# for e2ter#a search a#d oo.s for +arious sources of i#formatio#. The de%ree of !ercei+ed ris. ca# a so i#f ue#ce this sta%e of the decisio# !rocess. I# hi%h N ris. situatio# they are i.e y to e#%a%e i# com! e2 i#formatio# search a#d e+a uatio# tactics. 5f .ey i#terest to mar.eter are the +arious sources of i#formatio# that the co#sumer ,i retur# to a#d the re ati+e i#f ue#ce that they ,i ha+e o# his *uyi#% *eha+ior.

E@'7)'($,& ,- A7(+*&'($@+8E ,he# e+a uati#% !ote#tia a ter#ati+es co#sumers te#d


to use t,o ty!es of i#formatio#E

4:

1. 2.

0 $ istA of *ra#ds from ,hich they ! a# to ma.e their se ectio# (the e+o.ed set), a#d The criteria they ,i use to e+a uate each *ra#d. The criteria co#sumers use to e+a uate the *ra#ds that co#stitute their e+o.ed sets usua y are e2!ressed i# terms of im!orta#t !roduct attri*utes. 6o#sumers use certai# !rocedures or ru es to faci itate a choice amo#% mu ti N attri*ute o*"ects. 6o#sumersG decisio# ru es ha+e *ee# *road y c assified i#to t,o ma"or cate%ories com!e#satory a#d #o# com!e#satory decisio# ru es. 0# u#dersta#di#% of ,hich decisio# ru es co#sumer a!! y i# se ecti#% a !articu ar ser+ice or !roduct is usefu to mar.eters co#cer#ed ,ith formu ati#% a !romotio#a !ro%ramme.

O)(3)(
The out!ut !ortio# of co#sumer decisio# N mar.i#% mode co#cer#s t,o c ose y associated .i#ds of !ost decisio# acti+ity. &urchase *eha+ior a#d !ost !urchase e+a uatio#. The o*"ecti+e of *oth acti+ities is to i#crease the co#sumerGs satisfactio# ,ith his-her !urchase.

P)*51'8+ B+1'@$,*E 6o#sumer ma.e t,o ty!es of !urchase a#d re!eat !urchase. If a
co#sumer !urchase a !roduct (or *ra#d) for the first time, a#d *uys a sma er 1ua#tity tha# usua , this !urchase ,ou d *e co#sidered a trai . Thus, a trai is the e2! oratory !hase of !urchase *eha+ior i# ,hich co#sumers attem!t to e+a uate a !roduct throu%h direct use. If the #e, *ra#d is esta* ished !roduct cate%ory (co a, che,i#% %um, ca#dies) is fou#d *y trai to *e more satisfactory or *etter tha# other *ra#ds, co#sumers are i.e y to re!eat the !urchase, )e!eat !urchase *eha+ior is c ose y re ated to the co#ce!t of *ra#d oya ty, ,hich firms try to e#coura%e *ecause it co#tri*utes to %reater sta*i ity i# the mar.et! ace.

4=

OBJECTIVE OF THE STUDY

1.

To study the *ra#d !refere#ces of co#sumers from the three *ra#ds of choco ates i.e. 0mu , 6ad*ury, Nest e a+ai a* e i# the mar.et.

2. /. 4. :.

To fi#d the e2te#t of *ra#d oya ty of co#sumers that e2ists amo#% differe#t choco ate *ra#ds. To study the i#f ue#ce of +arious as!ects o# *uyi#% *eha+ior. To study the usa%e 3 *ra#d a,are#ess of choco ates !roduct i# amo#% the reside#ts of Bhi,a#i. To chec.out the satisfactio# e+e of the co#sumers for choco ate *ars they are usi#%.

4@

R+8+'*51 M+(1,.,7,%6

RESEARCH METHODOLOGY

)esearch methodo o%y i# a ,ay is a ,ritte# %ame ! a# for co#ducti#% research. )esearch methodo o%y has ma#y dime#sio#s. It i#c udes #ot o# y the research methods 4B

*ut a so co#siders the o%ic *ehi#d the methods used i# the co#te2t of the study a#d com! ai#s ,hy o# y a !articu ar method of tech#i1ue has *ee# used. It a so he !s to u#dersta#d the assum!tio# u#der yi#% +arious tech#i1ues a#d the criteria *y ,hich they ca# decide that certai# tech#i1ue ,i *e a!! ica* e to certai# !ro* ems a#d other ,i #ot. Therefore i# order to so +e a research !ro* em, it is #ecessary to desi%# a research methodo o%y for the !ro* em as the some may differ from !ro* em to !ro* em. This cha!ter focuses o# the +arious tech#i1ues, methods a#d assum!tio#s used i# this study. It sheds i%ht o# the research !ro* em, o*"ecti+es of the study, a#d a so its imitatio#s. The ater !art of the cha!ter e2! ai#s the ma##er, i# ,hich the data is co ected, c assified, ta*u ated, a#a y8ed a#d i#terru!ted so as to each to co#c usi+e resu ts. The study is of dia%#ostic #ature a#d thus the o+era research desi%# is %oi#% to *e ri%id. The desi%# shou d !ro+ide e#ou%h !ro+isio# for !rotectio# a%ai#st *ias-#ess a#d must ma2imi8e re ia*i ity.

0)PROBLEM STATEMENT:)esearch ,or. is ma#a%eme#t !ar a#ce is e2treme y im!orta#t for a %i+e# c ose +ie, of the re ati+es of the rea ife *usi#ess issues. >or a#y ma#a%eme#t stude#t ,ho is stri+i#% to !erform outsta#di#% y. It is of !aramou#t im!orta#ce that a!art from theoretica .#o, ed%e he must a so %ai# some !ractica .#o, ed%e. Sur+ey re!ort dea s s!ecia y ,ith !ro+idi#% a# o!!ortu#ity to ma#a%eme#t stude#ts to ha+e some e2!osure i# rea *usi#ess ,or d. My study to!ic dea s ,ith 6o#sumer Beha+ior a#d differe#t factors that i#f ue#ce co#sumer to !urchase a !articu ar *ra#d of choco ates. 0s choco ate is re%arded as o#e of the *i%%est >ast Mo+i#% 6o#sumer ?ood (>M6?), there are ma#y factors i# mi#d of co#sumer ,hich i#duce them to !urchase a 4M

!articu ar *ra#d of choco ate. Some of these factors are &rice, Taste, &ac.a%i#%, Bra#d #ame. (+er cha#%i#% *eha+ior of co#sumer, domi#a#ce of differe#t *ra#ds i# the mar.et com!e ed me to u#derta.e a research ,or. i# this se%me#t. The !rime o*"ecti+e of my study is to a#a y8e the effect of +arious factors o# *uyi#% *eha+ior of co#sumers.

B2 RESEARCH DESIGN:To a#a ysis the *uyi#% *eha+iors of the reside#ts of Bhi,a#i S'037+ S)*@+6 M+(1,.8 has *ee# em! oyed throu%h other methods are a so im!orta#t. This method is %i+e# !rime si%#ifica#ce i# moder# research *ecause of its e2te#si+e use to study the re atio#shi! of differe#t factors, attitudes a#d !ractices of society a#d to e2! ore the !ro* ems that ca##ot *e treated *y e2!erime#ta methods.

To co ect data, a #um*er of tech#i1ues are em! oyed u#der the sam! e sur+ey method i.e. 1uestio##aire. The i#creasi#% use of 1uestio##aire is !ro*a* y due to i#creased em!hasis *y socia scie#tists o# 1ua#titati+e measureme#t to u#iform y accumu ated data.

'2 A*+' ,- 8().6


The area of the study is differe#t Mar.ets of Bhi,a#i i# order to co ect the &rimary data from the res!o#de#ts.

<2 S().6 '*+'


Study area is Bhi,a#i.

52 T'*%+( S+%0+&(
6o#sumers of Mi . choco ates *ars of a%e %rou! 1B-2: :0

C2 SELECTION OF SAMPLEEIt *ecomes im!ossi* e to co#tact each a#d e+ery i#di+idua of the !o!u atio# due to imitatio#s of esse#tia resources i.e time a#d mo#ey. Therefore, the study is !refera* y a o,ed do,# to a re!rese#tatio# sam! e to ma.e the study more ma#a%ea* e. Lee!i#% i# the +ie, the o*"ecti+es a#d resource imitatio# of the study, 100 res!o#de#ts ,ere co#sidered. )es!o#de#ts !ractica* e. -100(Youths of a%e %rou! 1B-2:) The se ected sam! e is re!rese#tati+e of the !o!u atio# a#d is accurate a#d

D2 SAMPLING PLAN:The fo o,i#% factors ,i *e ta.e# i#to co#sideratio# ,ithi# the sco!e of sam! i#% ! a#E

Sampling Unit:

It defi#es the tar%et !o!u atio# that ,i

*e

sam! ed i.e. it a#s,ers ,ho is to *e sur+eyed. I# this study, the sam! i#% u#it is youth ,ith i# the a%e %rou! of 1B-2: years.

II Sampling Size: - It i#dicates the #um*ers of !eo! e to *e sur+eyed. Thou%h


ar%e sam! es %i+e more re ia* e resu ts tha# sma sam! es *ut due to co#strai#ts of time a#d mo#ey, the sam! e si8e ,as restricted to 100 res!o#de#ts.

P*,<'<$7$(6 8'037$&% 5'& <+ ,- -,77,G$&% (63+8:


Sim! e ra#dom sam! i#% Stratified ra#dom sam! i#% 6 uster (area) sam! e

I# this case, stratified ra#dom sam! i#% ,as do#e si#ce the res!o#de#ts ,i c assified i#to ,e defi#ed c asses or strata that ,ere disti#ct from each other.

:1

E2 COLLECTION OF DATA:
0fter the research !ro* em has *ee# defi#ed a#d the research desi%# has *ee# cha .ed out, the tas. of data co ectio# *e%i#s. The data ca# *e co ected mai# y throu%h !rimary sources, *ut it ,as su!! eme#t ,ith seco#dary data.

I Primary data c llecti n:


&rimary data is the data ,hich is co ected throu%h o*ser+atio# or direct commu#icatio# ,ith the res!o#de#t i# o#e form or a#other. These are se+era methods for !rimary data co ectio# i.e 5*ser+atio# Method, I#ter+ie, Method, throu%h schedu es, throu%h 1uestio##aires a#d so o#.

II Sec ndary data c llecti n met! ds:


Seco#dary data is co ected throu%h Ma%a8i#es Oour#a s &orta s

F,*0'($,& ,- Q)+8($,&&'$*+
;uite ofte# the 1uestio##aire is co#sidered as the heart of a sur+ey o!eratio#. <e#ce it shou d *e carefu y co#structed. It is a# i#+estme#t that is ,ide y used to co ect +arious ty!es of data a#d co#sists of o#% ists of 1uestio#s desi%#ed to co ect a#y i#formatio#. It has !erso#a y *ee# fou#d that !eo! e are more fra#. i# %i+i#% re! ies to a 1uestio##aire tha# to a# i#ter+ie, schedu e. Thou%h *ei#% ess e2!e#si+e, it has certai# imitatio#s i.e i#com! ete e#tries a#d erro#eous res!o#ses. But the educatio#a 1ua ificatio# of the res!o#de#ts is a# additio#a factor ,hich re#ders this tech#i1ue the most re ied u!o#. >ormatio# of a %ood 1uestio##aire i#+o +es i#te#si+e thi#.i#% a#d de i*eratio# of the !ro* em ,ith !redetermi#ed o*"ecti+e a#d aims !ro!er y ! aced i# the 1uestio##aires.

:2

The

1uestio##aire framed for the !ur!ose of the study co#sists of a imited

#um*er of 1uestio#s ! aced i# o%ica order. So, that the o*"ecti+e of the 1uestio# is c ear to the res!o#de#ts. 0 the 1uestio#s are ce#tered o# the !ro* em .ee!i#% i# the mi#d. The 1uestio#s ,ere *oth o!e# a#d c ose e#ded as ,e as mu ti! e choices.

A&'768$8 ,- D'('E
'ata, after co ectio#, has to *e a#a y8ed i# accorda#ce ,i the out i#e aid for the time of de+e o!i#% the research ! a#. The term a#a ysis refers to the com!utatio# of certai# measures a o#% ,ith searchi#% for !atter#s of re atio#shi! that e2ist amo#% data %rou!s. 'ata !rese#ted i# ra, state a!!ear u#reco%#i8ed a#d com! e2. Statistica !rocessors are used this com! e2 data i#to some si%#ifica#t u#dersta#da* e form.

LIMITATIONS OF THE STUDY


The !ro"ect ,as successfu y com! eted ,ith certai# i#here#t imitatio#s. These imitatio#s ,ereE 1) 2) /) The time of research ,as short due to ,hich ma#y fact has *ee# eft u#touched The 0rea u#derta.e# i# research i# Bhi,a#i o# y. But to do a com! eter research a ,ide area is re1uired, so the area is a so a co#strai#t of the study. Sam! e for the study ta.e# is of o# y 100 co#sumers. This ca# a so act as a co#strai#t i# the study.

:/

4)

Dhi e co ecti#% data some of the co#sumers are #ot ,i i#% to fi co#strai#t of the study.

the

1uestio##aire, so they mi%ht #ot fi their true *eha+ior. This ca# a so *e a

:4

D'(' A&'768$8 " I&(+*3*+('($,&

::

ANALYSIS AND INTERPRETATION

Q1. W1$51 5,03'&$+8C 51,5,7'(+ ., 6,) 3*+-+* (, 3)*51'8+I B*'&. N'0+ 6ad*ury Nest e 0mu P+*5+&('%+ 40 /: 2:

:=

*0J

41J

Cadbury 2est6e 9mu6

80J

0s !er sho,# i# the &ie chart, the ma2imum mar.et share is ho d *y 6ad*ury. 0#d east share is ho d *y 0mu fo o,ed *y Nest e. 0#d this resu t is o*tai#ed from the res!o#se of customers to,ards ;uestio##aire fi ed *y them for the co#sum!tio# of mi . choco ate *ars.

Q=. W1'( $8 6,)* 3'((+*& ,- 5,&8)03($,&I

P'((+*& ,- 5,&8)03($,& More tha# o#e !er day 'ai y o#e /-4 choco ates !er ,ee. :@

P+*5+&('%+ ,- 5,&8)03($,& 1: 2: 4:

Dee. y )are y

10 :

ercenta&e o3 consumption +ore than one per day ,ai6y one 8-4 choco6ates per wee/ Cee/e6y -are6y
0s chart, most of the co#sumers co#sume mi . choco ate *ars as /-4 !er ,ee., ,hich re!rese#t 4:K of the tota #um*er of sur+eyed co#sumers. 0#d seco#d most !erce#ta%e of co#sumers co#sumes mi . choco ate *ars are of dai y o#e. sho,# i# &ie

11J 0J

10J *0J

40J

Q>. D, 6,) 3)*51'8+ (1+ 8'0+ 51,5,7'(+ +@+*6 ($0+I

0#s,er Yes No

&erce#ta%e =B /2

:B

P r* ntag

207

Y s No
567

0s !ie chart sho,s, =BK of the co#sumer !urchase the same choco ate e+ery time, it mea#s that most y co#sumers are *ra#d oya ./2K of co#sumers do#Gt !urchase the same choco ate e+ery time.

Q?. I- &,J (1+& G1$7+ 8G$(51 ,@+* (, '&,(1+* <*'&. ,- 51,5,7'(+ (1+& G1'( -'5(,* 6,) 5,&8$.+* /($5E '&6 ,&+2I >actors &rice ;ua ity Bra#d Name 0d+t. a#d )ef. ?rou! Taste R+83,&8+ = 12 / / B :M &erce#ta%e 1B /B M.: M.: 2:

P r* ntag Pri* 0/7 87 .17 .67 -$a"ity Brand Na% 267 Ad9t) and R &) Gro$: Tast

0s sho,# *y the !ie chart, /BK of co#sumers co#sider $;ua ityA as most im!orta#t factor ,hi e s,itchi#% o+er to a#y other *ra#d of mi . choco ate *ars, a#d the seco#d most !referred factor is $TasteA

Q;. W1$51 -'5(,* 6,) 5,&8$.+* (1+ 0,8( G1$7+ 3)*51'8$&% (1+ 51,5,7'(+I P7+'8+ ($5E '&6 ,&+.

C,&8)0+*D8 5,&8$.+*'($,& &rice Taste Bra#d &ac.a%i#% 0+ai a*i ity =0

P+*5+&('%+ 1= 4B 1B M M

ercenta&e rice 9J 18J 48J 9J 1=J Taste %rand ac/a&in& 7ther

4BK of the co#sumer of mi . choco ate *ars said that the most co#sideri#% factor *y them o# the *asis of ,hich they !urchase a !articu ar *ra#d of mi . choco ate *ars is Taste of that mi . choco ate *ars. 0#d the east i#terested factor is &ac.a%i#% a#d 0+ai a*i ity.

Q9. W1$51 0,.+ ,- '.@+*($8+0+&( $&-7)+&5+ 6,) 0,8( (, <)6 ' 3'*($5)7'* C1,5,7'(+I P7+'8+ ($5E '&6 ,&+.

M+.$' Ne,s!a!er Ma%a8i#e )adio Te e+isio# 5thers(hoardi#%s,*a##er,!am! ets etc)

P+*5+&('%+ 22 14 4 :4 =

=1

P r* ntag
N ;s:a: r

57

007 .47 47

Maga<in Radio

/47

T " 9ision Ot# rs+#oardings=' ann r=:a%:" ts t*,

The *uyi#% *eha+ior of co#sumers is a so affected *y the differe#t ty!e of ad+ertiseme#ts. 0s sho,# i# the !ie chart, the most i#f ue#ci#% media is e ectro#ic media i.e. TV, a#d the seco#d most i#f ue#ci#% factor is #e,s!a!er.

=2

Q . W1$51 *+-+*+&5+ %*,)3 $&-7)+&5+ 6,) 0,8( (, <)6 ' 3'*($5)7'* 51,5,7'(+I P7+'8+ ($5E '&6 ,&+. R+-+*+&5+ G*,)38 >rie#ds >ami y )etai ers 6e e*rity 5thers P+*5+&('%+ :: / 1 /M 2

ercenta&e

* 89 00 18

Friends Fami6y -etai6ers Ce6ebrity 7thers

0s sho,# i# the !ie chart, from refere#ce %rou! frie#ds are the most i#f ue#ci#% factor ,hich i#f ue#ce co#sumer to !urchase a !articu ar *ra#d of mi . choco ate. 0#d this stateme#t is su!!orted *y ::K of co#sumers of mi . choco ate *ars. 0#d the seco#d most i#f ue#ci#% factor ,hich i#f ue#ce customer to !urchase a !articu ar *ra#d of mi . choco ate *ar are ce e*rities , a#d this stateme#t is su!!orted *y /MK of co#sumers.

=/

Q:. W1+(1+* 6,) 51+5E ,* 5,&8$.+* 0'&)-'5()*$&% '&. +B3$*6 .'(+ G1$7+ <)6$&% '&6 51,5,7'(+I

ANSWER Y(S N5

P+*5+&('%+ :: 4:

P r* ntag

4/7 //7

Y s No

&ie chart says that ::K of the co#sumer chec. or co#sider ma#ufacturi#% a#d e2!iri#% date ,hi e *uyi#% a#y choco ate. 4:K of co#sumers do#Gt %o for that. This shou d *e a matter of co#cer#

=4

QA. H,G 0)51 6,) '*+ 8'($8-$+. G$(1 (1+ 3*+8+&( <*'&. ,- 51,5,7'(+ G1$51 6,) ,-(+& 3)*51'8+I

Satisfactio# 9e+e <i%h y satisfied Satisfied 7#decided 'issatisfied <i%h y dissatisfied

P+*5+&('%+ 2@ /2 21 12 B

P r* ntag
Hig#"y satis&i d Satis&i d Und *id d
0.7 207

.07

67

0>7

Dissatis&i d Hig#"y dissatis&i d

0*out 2@Kof co#sumers are hi%h y satisfied ,ith the !rese#t *ra#ds of Mi . choco ate *ars i# Bhi,a#i a#d /2K are satisfied. if ,e co#sider *ra#d ,ise the# mi . choco ate *ar of C'.<)*6 $8 (1+ 0,8( 3*+-+**+. <*'&. $& B1$G'&$ G1$51 1,7.8 ?0K ,- (1+ 0'*E+( 81'*+ a#d after that N+8(7+ 1'8 8+5,&. 3,8$($,& G$(1 ' 1,7.$&% ,- >;K ,- (1+ =:

0'*E+( 81'*+ a#d the east !referred *ra#d from the ta.e *ra#d to ma.e re!ort is A0)7 G$(1 ' 1,7.$&% ,- =;K ,- 0'*E+( 81'*+.

F$&.$&%8 " C,&57)8$,&

==

FINDINGS " CONCLUSION


The fi#di#%s of the study of co#sumer *uyi#% *eha+ior i# choco ates states amo#% a the three to *ra#ds i.e. 6ad*ury, Nest e a#d 0mu . The *ra#d at first ! ace is C'.<)*6, the N+8(7+ (2#d) a#d ast is A0)7. 0mo#% a these three 6ad*ury is ha+i#% the ar%est mar.et share i.e. 40%, Nest e /:% a#d 0mu 2:%. 0mo#% a these Bra#ds 6ad*ury is the o# y com!a#y offeri#% ar%est #um*er of *ra#ds i# choco ates i.e. = (o# y for mi . choco ate *ars). 0s com!ared to 6ad*ury Nest e 6om!a#y is ha+i#% 2 *ra#ds a#d 0mu is ,ith 4 *ra#ds of choco ates. >or 4BK of the co#sumers the most im!orta#t factor ,hich is co#sidered ,hi e !urchasi#% a#y mi . choco ate *ars is T'8(+ of that choco ate. They %i+e !refere#ce to other factors a so, *ut most im!orta#t thi#% is taste. The *uyi#% *eha+ior of co#sumers is a so affected *y the differe#t ty!e of ad+ertiseme#ts. 0#d the most i#f ue#ci#% media is e ectro#ic media i.e. TV, a#d from refere#ce %rou! -*$+&.8 are at most i#f ue#ci#% !ositio#. Q)'7$(6 is the most im!orta#t factor ,hich co#sumers co#sider ,hi e s,itchi#% o+er to a#y other *ra#d of mi . choco ate *ars. 6o#sumers of Bhi,a#i are more attracted to,ards the forei%# *ra#ds i.e C'.<)*6 a#d N+8(7+ a#d dema#d that more #um*er of forei%# mi . choco ate *ars shou d *e a+ai a* e i# the mar.et, i.e some mi . choco ate *ars *ra#ds of S,iss a#d >re#ch choco ates. 0s this thi#% sho,s that co#sumer of Bhi,a#i are more satisfied ,ith the forei%# *ra#ds a#d he#ce dema#d more of it. But *ra#ds i.e A0)7 are #ot a* e to %et !ro!er ! ace i# the mar.et i# s!ite that %ood ad+ertiseme#t is *ei#% do#e *y 0mu a so. =BK of the co#sumers are *ra#d oya . =@

The *uyi#% *eha+ior of co#sumer for differe#t *ra#ds of mi . choco ate *ars is affected *y +arious factors i.e !rice, taste, !ac.a%i#%, *ra#d etc.::K of the co#sumer chec. or co#sider ma#ufacturi#% a#d e2!iri#% date ,hi e *uyi#% a#y choco ate. 4:K of co#sumers do#Gt %o for that. This shou d *e a matter of co#cer#.

SUGGESTIONS

=B

SUGGESTIONS
0 detai study of the $C,&8)0+*C8 B)6$&% B+1'@$,* ,- A%+ G*,)3 1:-=; F,* M$7E C1,5,7'(+8 B'*8A ,as do#e. Some im!orta#t su%%estio#s are as fo o,sE 1. The I#dia# com!a#y 0M79 has to re+ie, its !rocess so as to %ai# *ra#d oya ty of the co#sumers. The choco ates ,hose e2!iry dates %oes off shou d *e re! aced at o#ce a#d fresh stoc. shou d *e offered. /. 4. :. The choco ate com!a#ies shou d thi#. o# the matter that ,hy the co#sumers s,itch o+er to the other *ra#ds. The choco ate com!a#ies shou d !ut more 3 more em!hasis o# the taste a#d 1ua ity of the choco ate so as to %ai# *ra#d oya ty. 0s factors other tha# TV a#d Ne,s!a!er are co#sidered ess so com!a#ies shou d use the !ri#t a#d e ectro#ic media for ad+ertiseme#t i# ar%e e2te#t.

2.

=M

0##e2ure

@0

Q)+8($,&&'$*+ 5# "B#ying $e!a%i r & c ns#mer & r 'il( c! c late $ar & age gr #p )*-+,
Na% o& t# *ons$% r Ag S ? In*o% UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL

Q1. Dhich com!a#iesG choco ate do you !refer to !urchaseH 6ad*ury Nest e Q=. Dhat is your !atter# of co#sum!tio#H More tha# o#e !er day /-4 6hoco ate !er ,ee. )are y @1 'ai y 5#e ,ee. y 0mu

Q>. 'o you !urchase same choco ate e+ery timeH Yes No

Q?. If #o, the# ,hi e s,itch o+er to a#other *ra#d of choco ate the# ,hat factor you co#siderH & ease tic. a#y o#e. &rice Name 0d+ertiseme#t a#d )efere#ce %rou! Taste Q;. Dhich factor you co#sider the most ,hi e !urchasi#% the choco ate (tic. a#y o#e)H &rice Bra#d 0+ai a*i ity -5.-an/ the 3o66owin& brands o3 choco6ates on the abo!e mentioned attributes. (-an/ them on a sca6e o3 1->(1-rated best' >-rated worst) Taste &ac.a%i#% ;ua ity Bra#d

C#o*o"at Brands Attri'$t s er/ )it )at Cadbury?s 0 Star 9mu6 ,airy +i6/ Forei&n %rand ( 6s.Spec.) Taste Mua6ity ac/a&in& rice F6a!our @2 9ny 7ther %rand ( 6s.Spec.)

9dd-ons (Ca3ers'etc.) %rand Ima&e

Q . Dhich mode of ad+ertiseme#t i#f ue#ce you most to *uy a !articu ar 6hoco ateH & ease tic. a#y o#e. Ma%a8i#e )adio 5ther Q:. Dhich refere#ce %rou! i#f ue#ce you most to *uy a !articu ar choco ateH & ease tic. a#y o#e. >rie#ds )etai er 6e e*rity 5ther >ami y Ne,s!a!er Te e+isio#

QA. Dhether you chec. or co#sider ma#ufacturi#% a#d e2!iry date ,hi e *uyi#% a#y choco ateH Yes No

Q10. <o, much you are satisfied ,ith the !rese#t *ra#d of choco ate ,hich you ofte# !urchaseH <i%h y Satisfied 7#decided <i%h y 'issatisfied Q11. Dhat is your su%%estio# for the im!ro+eme#t of your !referred choco ate Bra#dH Satisfy 'issatisfied

LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL LLLLLLLLLL
@/

@4

BIBLOGRAPHY BOO!S M'*E+($&% R+8+'*51J D,&'7. T.S R+8+'*51 M+(1,.,7,%6J C.R E,(1'*$ C,&8)0+* B+1'@$,)*J D+77' A.J

MAGAHINES " JOUNALS A.@+*($8$&% EB3*+88J S+3(+0<+* =009JT*'.$($,&'7 M'88 M+.$'J B6 !.S)*+81 B)8$&+88 W,*7.J N,@+0<+* =009 B)8$&+88 T,.'6J T*+&.8

WEBSITES GGG.'0)7.5,0 GGG.&+8(7+.5,0 GGG.5'.<)*6$&.$'.5,0 GGG.5,&8)0+*38651,7,%6.5,0 GGG.'7('@$8(.5,0

@:

@=