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A

SUMMER TRAINING PROJECT REPORT


ON

STUDY OF CONSUMER
PREFERENCE TOWARDS NESTLE AND
CADBURY CHOCOLATES

Submitted in the partial fulfillment for the award of


Bachelor of Business Administration (BBA)
(2007-2010)

SUBMITTED BY:
PALVINDER SINGH
Regd. No.-2007.GIM/A.73

GURU NANAK INSTITUTE OF MANAGEMENT & IT


ROAD NO-73 PUNJABI BAGH
NEW DELHI- 110026
(Affiliated By: Guru Nanak Dev University, Amritsar)

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DECLARATION
Hereby declare that the project report entitled STUDY OF CONSUMER
PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES submitted for
the degree of Bachalor of Business Administration, is my original work and the project
report has not formed the basis for the award of any diploma, degree, associate ship,
fellowship or similar other titles. It has not been submitted to any other university or
institution for the award of any degree or diploma.

Place:
Date:

Palvinder SINGH
BBA IIIrd Yr.

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GUIDE CERTIFICATE
This is to certify that the project titled STUDY OF CONSUMER PREFERENCE
TOWARDS NESTLE AND CADBURY CHOCOLATES is an original work of Mr.
Palvinder Singh Enrollment student of Guru Nanak Institute of Management & IT , New
Delhi submitted in partial fulfillment of the requirements for the award of Bachelor of
Business Administration(BBA) (2007-2010) under the guidance of the committee.

.
Signature of committee members
Ms. Riti Passi

Signature of HOD
Ms. Maninder Kaur

Ms. Manpreet Kaur

Director
Prof. J. S. Gujral

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ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine can
substitute which is possible while working in real situations. Application of theoretical
knowledge to practical situations is the bonanzas of this survey.
Without a proper combination of inspection and perspiration, its not easy to achieve
anything. There is always a sense of gratitude, which we express to others for the help
and the needy services they render during the different phases of our lives. I too would
like to do it as I really wish to express my gratitude toward all those who have been
helpful to me directly or indirectly during the development of this project.
First of all I wish to express my profound gratitude and sincere thanks to my esteemed
learned Director Prof. J S Gujral, Director GNIM&IT, Punjabi Bagh, who allowed me
to conduct the survey.
I would like to thank my professor Ms. Manpreet Kaur & Riti Passi who was always
there to help and guide me when I needed help. His perceptive criticism kept me working
to make this project more full proof. I am thankful to him for his encouraging and
valuable support. Working under him was an extremely knowledgeable and enriching
experience for me. I am very thankful to him for all the value addition and enhancement
done to me.
No words can adequately express my overriding debt of gratitude to my parents whose
support helps me in all the way. Above all I shall thank my friends who constantly
encouraged and blessed me so as to enable me to do this work successfully.
Palvinder Singh
BBA - Final

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TABLE OF CONTENTS
CHAPTER
NUMBER
I

CHAPTER NAME
INTRODUCTION TO THE

CONTENTS

PAGE

INTRODUCTION

NUMBER
9

CONSUMER

10

STUDY
PREFERENCE
SCOPE OF THE STUDY

11

OBJECTIVES OF THE

12

STUDY
LIMITATIONS OF THE

13

STUDY
II

INTRODUCTION OF

HISTORY OF

CHOCOLATE AND

CHOCOLATE

16

COMPANYS PROFILE
CHOCOLATE

21

PRODUCTION
CONSUMTION OF

25

CHOCOLATE IN INDIA
III
IV

CADBURYS PROFILE

31

RESEARCH & DESIGN

BASIS OF RESEARCH

39

METHODOLOGY

AND DESIGN

FINDINGS & ANALYSIS

ANALYSIS OF DATA

41

FINDINGS

66

CONCLUSION
SUGGESTIONS AND

67
68

RECOMENDETATIONS
V

BIBLIOGRAPHY

69

VI

ANNEXURE

70

LIST OF TABLES
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TABLE

TITLE

PAGE

NUMBE

NUMBE

LIKING FOR THE CHOCOLATES

36

DIFFERENT AGE GROUPS

37

PREFERENCE ACCORDING TO AGE GROUPS

38

BRAND PREFERENCE

39

PURCHASE OF CADBURY CHOCOLATES

40

PURCHASE OF NESTLE CHOCOLATES

41

OVERALL PURCHASE OF CHOCOLATES

42

PREFERENCE OF SUBRANDS OF CADBURY

43

CHOCOLATES
9

PREFERENCE OF SUB-BRANDS OF NESTLE

44

CHOCOLATES
10

INFLUENCING FACTORS DURING PURCHASE

45

11

INFLUENCING FACTORS DURING PURCHASE OF

46

CADBURY CHOCOLATES
12

INFLUENCING FACTORS DURING PURCHASE OF

47

NESTLE CHOCOLATES
13

FACTORS GIVING MOST SATISFACTION TO

48

CONSUMERS
14

FACTORS GIVING MOST SATISFACTION TO

49

CONSUMERS IN CADBURY CHOCOLATE


15

FACTORS GIVING MOST SATISFACTION TO

50

CONSUMERS IN NESTLE CHOCOLATE


16

FORM PREFERENCE

51

17

PACK OF CHOCOLATES PREFERED

52

18

PROMOTIONAL OFFERS

53

19

FACTORS AFFECTING PURCHASE

54

20

MEDIA OF ADVERTISEMENT

55

21

FREQUENCY OF CONSUMPTION

56

22

REASONABLE PRICE

57

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6

23

CONSUMERS BRAND LOYALTY

58

24

REACTION OF CONSUMERS IF NEW BRAND IS

59

INTRODUCED

LIST OF GRAPHS
TABLE

TITLE

PAGE

NUMBE

NUMBE

LIKING FOR THE CHOCOLATES


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36

DIFFERENT AGE GROUPS

37

PREFERENCE ACCORDING TO AGE GROUPS

38

BRAND PREFERENCE

39

PURCHASE OF CADBURY CHOCOLATES

40

PURCHASE OF NESTLE CHOCOLATES

41

OVERALL PURCHASE OF CHOCOLATES

42

FORM PREFERENCE

51

PACK OF CHOCOLATES PREFERED

52

10

PROMOTIONAL OFFERS

53

11

FACTORS AFFECTING PURCHASE

54

12

MEDIA OF ADVERTISEMENT

55

13

FREQUENCY OF CONSUMPTION

56

14

REASONABLE PRICE

57

15

CONSUMERS BRAND LOYALTY

58

16

REACTION OF CONSUMERS IF NEW BRAND IS

59

INTRODUCED

INTRODUCTION
In this research I have survey the product performance and buying behavior of two
famous brands of chocolates Nestle and Cadbury, which are consumed by people of all
ages. During this research I have interacted with people of Delhi. After this research I
came to know how people perceives these products on the variables like price, quality,
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advertisement, satisfaction, taste, packaging, brand loyalty etc. I also came to know
which particular brand of chocolate is most preferred by people of different age groups.
In this research I have surveyed that how frequently and how much chocolate they
consume, whether they buy small, big or family pack. Trend of ongoing changes in their
likings has been shown in the report. In this report I have tried to explain the entire
research and facts product wise.

CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to purchase,
from where to purchase, and how much to purchase. In order to become a successful
marketer, he must know the liking or disliking of the customers. He must also know the
time and the quantity of goods and services, a consumer may purchase, so that he may
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store the goods or provide the services according to the likings of the consumers. Gone
are the days when the concept of market was let the buyers beware or when the market
was mainly the sellers market. Now the whole concept of consumers sovereignty
prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In
this sense, consumer is the supreme in the market.
As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the
demand for the basic raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of resources and
success of some industries and failures of others. Thus marketer must understand this.
Preference (or "taste") is a concept, used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between alternatives and the possibility of rank
ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment,
utility they provide. More generally, it can be seen as a source of motivation. In cognitive
sciences, individual preferences enable choice of objectives/goals.
The study of the consumer preference not only focuses on how and why consumers make
buying decision, but also focuses on how and why consumers make choice of the goods
they buy and their evaluation of these goods after use. So for success of any company or
product promotion it is very necessary to depart its concentration towards consumer
preference.

SCOPE OF THE STUDY


As learning is a human activity and is as natural, as breathing. Despite of the fact that
learning is all pervasive in our lives, psychologists do not agree on how learning takes
place. How individuals learn is a matter of interest to marketers. They want to teach
consumers in their roles as their roles as consumers. They want consumers to learn about
their products, product attributes, potential consumers benefit, how to use, maintain or
even dispose of the product and new ways of behaving that will satisfy not only the
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consumers needs, but the marketers objectives.


The scope of my study restricts itself to the analysis of consumer preferences, perception
and consumption of Cadbury and Nestle Chocolates. There are many other brands of
chocolates available but my study is limited to two major players of chocolates leaving
behind the others. The scope of my study is also restricts itself to Delhi region only.

OBJECTIVES OF THE STUDY


This project is based on the comparative study consumer behavior towards Nestle and
Cadbury chocolates. Objectives of the study are:
The other objective is to know about the customer satisfaction level associated
with the product and the customer preference level.
To increase customer satisfaction and recapture the market share by fulfilling the
customer needs.
To study the factors affecting the consumption pattern.
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LIMITATIONS OF THE STUDY


In attempt to make this project authentic and reliable, every possible aspect of the topic
was kept in mind. Nevertheless, despite of fact constraints were at play during the
formulation of this project. The main limitations are as follows:
Due to limitation of time only few people were selected for the study. So the sample
of consumers was not enough to generalize the findings of the study.
The main source of data for the study was primary data with the help of selfGURU NANAK INSTITUTE OF MANAGEMENT & IT
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administered questionnaires. Hence, the chances of unbiased information are less.


People were hesitant to disclose the true facts.
The chance of biased response cant be eliminated though all necessary steps were
taken to avoid the same.

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Chocolate
The very word makes your mouth water.
Chocolate is more than just a food: its a state of mind.

Chocolates
Chocolates! Chocolates!
Every body has a liking for them, be they in the form of bar
Or a tiny little gem,
Or shaped like a rectangle,
Or a sphere, a brick or an clair.
For chocolate lovers it is fun,
To have them during rain, breeze or sun.
They are white and brown in color,
And taste sweet and bitter
Some have them in a glass of cold coffee, or in the form of a toffee.
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Some eat them when they are sad


Some relish them when they are happy or have sweet dreams,
But I feel, to have chocolates
We dont need a reason,
Cause we can have it
Anytime, any season!

History of chocolate:
The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in
Central America, who first enjoyed chocolati a much-prized spicy drink made from
roasted cocoa beans.
Throughout its history, whether as cocoa or drinking chocolate beverage or confectionary
treat, chocolate has been a much sought after food.

The Aztec empire


Chocolate(in the form of a luxury drink) was consumed in large quantities by the
aztecs: the drink was described as finely ground, soft, foamy, reddish, bitter with chilli
water, aromatic flowers, vanilla and wild bee honey.
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The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain
supplies of cocoa beans from tribute or trade

Don Cortes
The Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a
powerful empire, and the Spanish armies conquered Mexico. Don Cortes was made
captain general and governor of Mexico.
When he returned to Spain in1528 he loaded his galleons with cocoa beans and
equipment for making the chocolate drink. Soon chocolate became a fashionable drink
enjoyed by the rich in Spain.

Chocolate across Europe


An Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. He
had visited Central America and seen how the Indians prepared the cocoa beans and how
they made the drink, and by 1606 chocolate was well established in Italy.

Drinking chocolate
The secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 of
Spain married king Louis 13 of France
The French court enthusiastically adopted this new exotic drink, which was considered
to have medicinal benefits as well as being a nourishing food. Gradually the custom of
drinking chocolate spread across Europe, reaching England in the 1650s

First chocolate for eating


Up until this point all chocolate recipes were based on plain chocolate. It was an English
doctor, sir Hanss sloane, who- after traveling in south America- focused on cocoa and
food values, bringing a milk chocolate recipe back to England.
The original Cadbury milk chocolate was prepared to his recipe.

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History:
The earliest record of chocolate was over fifteen hundred years ago in the central
America rain forests, where the tropical mix of high rain fall combined with high year
round temperatures and humidity provide the ideal climate for cultivation of the plant
from which chocolate is derived, the cacao tree.
Chocolate is made from the cocoa bean, found in pods growing from the trunk and
lower branches of the cacao tree, Latin name theobroma cacao meaning food of the
gods
Cacao was corrupted into the more familiar cocoa by the early European explorers.
The Maya brewed a spicy, bittersweet drink by roasting and pounding the seeds of the
cacao tree with maize and capsicum peppers and letting the mixture ferment. This drink
was reserved for use in ceremonies as well as for drinking by the wealthy and religious
elite; they also ate cacao porridge.
The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from the raw
beans, which again featured prominently in ritual and as a luxury available only to the
very wealthy. The Aztecs called this drink xocolatl, the Spanish conquistadors found this
almost impossible to pronounce and so corrupted it to the easier chocolat the English
further changed this to chocolate.
The Aztecs regarded chocolate as an aphrodisiac and their emperor, Montezuma
reputedly drank it fifty times a day from a golden goblet and is quoted as saying of
xocolatl: the divine drink, which builds up resistance and fights fatigue. A cup of this
precious drink permits a man to walk for a whole day without food

Chocolate in Europe
Xocolatl! or chocolat or chocolate as it became known, was brought to Europe by
Cortez, by this time the conquistadors had learned to make the drink more palatable to
European tastes by mixing the ground roasted beans with sugar and vanilla ( a practice
still continued today), thus offsetting the spicy bitterness of the brew the Aztecs drank.
The first chocolate factories opened in Spain, where the dried fermented beans brought
back from the new world by the Spanish treasure fleets were roasted and ground, and by
the early 17th century chocolate powder from which the European version of the drink
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was made- was being exported to other parts of Europe. The Spanish kept the source of
the drink- the beans- a secret for many years, so successfully in fact, that when English
buccaneers boarded what they thought was a Spanish treasurer galleon in 1579, only to
find it loaded with what appeared to be dried sheeps droppings, they burned the whole
ship in frustration. If only they had known, chocolate was so expensive at that time, that
it was worth its weight in silver ( if not gold), chocolate was treasure indeed !
Within a few years, the cocoa beverage made from the powder produced in Spain had
become popular throughout Europe, in the Spanish Netherlands, Italy, France, Germany
and in about 1520 it arrived in England.
The first chocolate house in England opened in London in 1657 followed rapidly by
many others. Like the already well established coffee houses, they were used as clubs
where the wealthy and business community met to smoke a clay pipe of tobacco,
conduct business and socialize over a cup of chocolate.

Back to the Americas


Events went full circle when English colonists carried chocolate (and coffee) with them
to Englands colonies in north America. Destined to become the united states of America
and Canada, they are now the worlds largest consumers by far of both chocolate and
coffee, consuming over half of the words total production of chocolate alone.

The Quakers
The Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans of
English civil war and pilgrim fathers fame and a history of chocolate would not be
complete without mentioning their part in it. Some of the most famous names in
chocolate were Quakers, who for centuries held a virtual monopoly of chocolate making
in the English speaking world fry, Cadbury and row tree are probably the best known.
Its probably before the time of the English civil war between parliament and king Charles
1st that the Quakers who evolved from the puritans, first began their historic association
with chocolate. Because of their pacifist religion, they were prohibited from many normal
business activities, so as an industrious people with a strong belief in the work ethic (like
the puritans), they involved themselves in food related businesses and did very well.
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Baking was a common occupation for them because bread was regarded as the biblical
staff of life, and bakers in England were the first to add chocolate to cakes so it would
be a natural progression for them to start making pure chocolate. They were also heavily
involved in breakfast cereals but thats another story.
What is certain is that the fry, row tree and Cadbury families in England among others,
began chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol,
England) is credited with producing and selling the worlds first chocolate bar. Frys have
now all but disappeared (taken over by Cadbury) and row tree have merged Swiss
company nestle, to form the largest chocolate manufacturer in the world. Cadbury have
stayed with chocolate production and are now, if not quite the largest, probably one of the
best-known chocolate makers in the world.

Chocolate as we know it
The first mention of chocolate being eaten in solid form is when bakers in England began
adding cocoa powder to cakes in the mid 1600s. Then in 1828 a Dutch chemist,
Johannes van houten, invented a method of extracting the bitter tasting fat or cocoa
butter from the roasted ground beans, his aim was to make the drink smoother and more
palatable, however he unknowingly paved the way for solid chocolate as we know it.
Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol,
England mixed sugar with cocoa powder and cocoa butter (made by the van houten
process) to produce the first solid chocolate bar then in1875 a Swiss manufacturer, Daniel
peters, found a way to combine (some would say improve, some would say ruin) cocoa
powder and cocoa butter with sugar and dried milk powder to produce the first milk
chocolate.

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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.
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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
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roasting process, during which the air in the nearly 10 feet high furnaces reaches a
temperature of 130 C, is carried out automatically.

Crushingandshelling
The roasted beans are now broken into medium sized pieces in the crushing machine.

Blending
Before grinding, the crushed beans are weighed and blended according to special recipes.
The secret of every chocolate factory lies in the special mixing ratios, which it has
developed for different types of cocoa.

Grinding
The crushed cocoa beans, which are still fairly coarse are now pre-ground by special
milling equipment and then fed on to rollers where they are ground into a fine paste. The
heat generated by the resulting pressure and friction causes the cocoa butter
(approximately 50% of the bean) contained in the beans to melt, producing a thick, liquid
mixture.
This is dark brown in color with a characteristic, strong odour. During cooling it
gradually sets: this is the cocoa paste.
At this point the production process divides into two paths, but which soon join again. A
part of the cocoa paste is taken to large presses, which extract the cocoa butter. The other
part passes through various blending and refining processes, during which some of the
cocoa butter is added to it. The two paths have rejoined.

CocoaButter

The cocoa butter has important functions. It not only forms part of every recipe, but it
also later gives the chocolate its fine structure, beautiful lustre and delicate, attractive
glaze.

Cocoa Powder
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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

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But still the chocolate paste is not smooth enough to satisfy our palates. But within two or
three days all that will have been put right. For during this period the chocolate paste will
be refined to such an extent in the conches that it will flatter even the most discriminating
palate.
Conches (from the Spanish word "concha", meaning a shell) is the name given to the
troughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to
80 C and, while being constantly stirred, is given a velvet smoothness by the addition of
certain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste then
takes place in the conches: its bitter taste gradually disappears and the flavor is fully
developed. The chocolate no longer seems sandy, but dissolves meltingly on the tongue.
It has attained the outstanding purity, which gives it its reputation.

CONSUMPTION OF CHOCOLATES IN INDIA


Chocolate consumption in India is extremely low. Per capita consumption is around 160
gms in the urban areas, compared to 8-10kg in the developed countries. In rural areas, it
is even lower. Chocolates in India are consumed as indulgence and not as a snack food. A
strong volume growth was witnessed in the early 90s when Cadbury repositioned
chocolates from children to adult consumption. The biggest opportunity is likely to stem
from increasing the consumer base. Leading players like Cadbury and Nestle have been
attempting to do this by value for money offerings, which are affordable to the masses.

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NESTLE
Nestle India
Nestle India is a subsidiary of Nestle S.A. of Switzerland. The company insists on
honesty, integrity and fairness in all aspects of its business and expects the same in its
relationships.

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Nestle India- Presence Across India


Beginning with its first investment in Moga in 1961, Nestls regular and substantial
investments established that it was here to stay. In 1967, Nestl set up its next factory at
Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea.
The Nanjangud factory (Karnataka), became operational in 1989, the Samalkha factory
(Haryana), in 1993 and in 1995 and 1997, Nestl commissioned two factories in Goa at
Ponda and Bicholim respectively. Nestl India is now putting up the 7th factory at Pant
Nagar in Uttaranchal.

Nestle Story
Nestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its
first product was Farine Lacte Nestl, an infant cereal specially formulated by Henri
Nestl to provide and improve infant nutrition. From its first historic merger with the
Anglo-Swiss Condensed Milk Company in 1905, Nestl has grown to become the
worlds largest and most diversified food Company, and is about twice the size of its
nearest competitor

in

the

food

and

beverage

sector.

Nestls trademark of birds in a nest, derived from Henri Nestls personal coat
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of arms, evokes the values upon which he founded his Company. Namely, the values of
security, maternity and affection, nature and nourishment, family and tradition. Today, it
is not only the central element of Nestls corporate identity but serves to define the
Companys products, responsibilities, business practices, ethics and goals.
In 2004, Nestl had around 247,000 employees worldwide, operated 500
factories in approx. 100 countries and offered over 8,000 products to millions of
consumers universally. The Companys transparent business practices, pioneering
environment policy and respect for the fundamental values of different cultures have
earned it an enviable place in the countries it operates in. Nestls activities contribute to
and nurture the sustainable economic development of people, communities and nations.
Above all, Nestl is dedicated to bringing the joy of Good Food, Good Life to people
throughout their lives, throughout the world.

Nestle Brands
Milk Products & Nutrition
Beverages
Prepared Dishes and Cooking Aids
Chocolates & Confectionary

MILK PRODUCTS AND NUTRITION:


NESTL EVERYDAY Dairy Whitener
NESTL EVERYDAY Slim
NESTL EVERYDAY Ghee
NESTL MILKMAID
NESTL Fresh 'n' Natural Dahi
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NESTL Fresh 'n' Natural Slim Dahi


NESTL Jeera Raita
NESTL MILKMAID Fruit yoghurt
NESTL Milk
NESTL Slim Milk
BEVERAGES:
NESCAF CLASSIC
NESCAF SUNRISE
NESTL MILO
NESCAF 3 in 1
NESCAF Koolerz
PREPARED DISHES AND COOKING AIDS
MAGGI 2-MINUTE Noodles
MAGGI Vegetable Atta Noodles
MAGGI Dal Atta Noodles
MAGGI Rice Noodles Mania
MAGGI Sauces
MAGGI Pizza Mazza
MAGGI Healthy Soups
MAGGI Healthy Soup- Sanjeevni
MAGGI MAGIC Cubes
CHOCOLATES & CONFECTIONARY
NESTL KIT KAT
NESTL KIT KAT LITE
NESTL MUNCH
NESTL MUNCH POP CHOC
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NESTL MILKYBAR
NESTL MILKYBAR CHOO
NESTL BAR-ONE
NESTL FUNBAR
NESTL Milk Chocolate
POLO
POLO Powermint
NESTL Eclairs

NESTLEKITKAT

are crisp wafer fingers covered with choco layer. NESTL KIT KAT has a unique finger format with
a breaking' ritual attached to it.

NESTL KIT KAT is one of the most successful brands in the world and every
year over 12 billion NESTL KIT KAT fingers are consumed around the globe.

NESTLE MUNCH

NESTL MUNCH is wafer layer covered with delicious choco layer. NESTL MUNCH
is so crisp, light and irresistible that you just can't stop Munching.' NESTL MUNCH is
the largest selling SKU in the category!

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NESTLE MILKY BAR:

NESTL MILKYBAR is a delicious milky treat, which kids love. Relaunched in January
2006 with a Calcium Rich recipe, NESTL MILKYBAR is a favorite with parents to
treat their kids with.
NESTLE BAR-ONE

is a luscious nougat and caramel with delicious choco layer. NESTL BAR-ONE
constantly reminds you that it is Time for Action'.
NESTLE Milk Chocolate:

NESTL Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it!

CADBURY
How Cadbury Chocolate is made

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John Cadbury
Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder
John paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today's
standards this chocolate was not particularly good: it was coarse and dry and not sweet or
milky enough for public tastes.
There was a great deal of competition from continental manufacturers, not only the
French,but also the Swiss, renowned for their milk chocolate.
Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. A
considerable amount of time and money was spent on research and on new plant designed
to produce the chocolate in larger quantities.
A recipe was formulated incorporating fresh milk, and production processes were
developed to produce a milk chocolate 'not merely as good as, but better than' the
imported milk chocolate'.

Four years of hard work were invested in the project and in 1905 what was to be
Cadbury's top selling brand was launched.
Three names were considered: Jersey, Highland Milk and Dairy Maid. Dairy Maid
became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour and smooth
creamy texture, was ready to challenge the Swiss domination of the milk chocolate
market.
By 1913 Dairy Milk had become the company's best selling line and in the mid twenties
Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever
since.
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COMPANY OVERVIEW OF CADBURY INDIA


Cadbury began its operations in 1948 by importing chocolates and then re-packing them
before distribution in the Indian market. After 59 years of existence, it today has five
company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur
(Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,
Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk
Food Drinks and in the Candy category.
In the Chocolate Confectionery business, Cadbury has maintained its undisputed
leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk,
clairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is
considered the "gold standard" for chocolates in India. The pure taste of CDM defines the
chocolate taste for the Indian consumer.
In the Milk Food drinks segment their main product is Bournvita - the leading Malted
Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the
undisputed leader.
The Cadbury India Brand Strategy has received consistent support through simple but
imaginative extensions to product categories and distribution. A good example of this is
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32

the development of Bytes. Crispy wafers filled with coca cream in the form of a bagged
snack, Bytes is positioned as "The new concept of sweet snacking". It delivers the taste of
chocolate in the form of a light snack, and thus heralds the entry of Cadbury India into
the growing bagged Snack Market, which has been dominated until now by Salted
Bagged Snack Brands. Bytes was first launched in South India in 2003.
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India.
For over two decades, it has worked with the Kerala Agriculture University to undertake
cocoa research and released clones, hybrids that improve the cocoa yield.
Today, Cadbury is poised in its leap towards quantum growth and new categories of
business, namely gums, mints, snacking and gifting. It is a part of the Cadbury
Schweppes Group, world's No.1 Confectionery Company.

CADBURY WORLD WIDE

Cadbury is the world's largest confectionery company and have a strong regional
presence in beverages in the Americas and Australia.
With origins stretching back over 200 years, today their products - which include brands
such as Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor, Dentyne,
Bubblicious and Bassett - are enjoyed in almost every country around the world. We
employ

around 60,00 people.

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Their heritage starts back in 1783 when Jacob Schweppe perfected his process for
manufacturing carbonated mineral water in Geneva, Switzerland. And in 1824 John
Cadbury opened in Birmingham selling cocoa and chocolate.

These two great household names merged in 1969 to form Error! Hyperlink reference
not valid. plc. Since then they have expanded their business throughout the world by a
programme of organic and acquisition led growth.
Concentrating on their core brands in beverages and confectionery since the 1980s, they
have strengthened their portfolio through almost fifty acquisitions, including brand icons
such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr
Pepper, 7 Up and Snapple.
-

It employ 60,000 people in over 200 countries

Worlds No 1 Confectionery company

World's No 2 Gums company

World's No 3 beverage company

Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls
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CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems

DAIRY MILK
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the
journey with chocolate lovers in India began in 1948.
The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of
Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens &
adults.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie,
chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a
delightful combination of milk chocolate and white chocolate. Giving consumers an
exciting reason to keep coming back into the fun filled world of Cadbury.
Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

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5 STAR

The second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5
Star moves from strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat
inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the
consumers taste for a high quality & different chocolate eating experience.
One of the key properties that Cadbury 5 Star was associated with was its classic Gold
colour. And through the passage of time, this was one property that both, the brand and
the consumer stuck to as a valuable association.
More recently, to give consumers another reason to come into the Cadbury 5 Star fold,
Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now
available with a dash of rice crispies.
PERK

Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury
Perk targeted the casual snacking space that was dominated primarily by chips & wafers.
With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury
Perk unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of
'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible

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CELEBRATIONS

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and
dry- fruits during festive seasons.
Cadbury Celebrations is available in several assortments: An assortment of chocolates
like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury
dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut
butterscotch and caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is
an exotic range of chocolate covered dry fruits and nuts in various flavours and the
premium dark chocolate range which is exotic dark chocolate in luscious flavours.

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TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in five


flavours

variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black

Forest and Old Jamaica.

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RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information
collected from primary sources. After the detailed study, an attempt has been made to
present comprehensive analysis of consumption of Cadbury and nestle chocolates
consumed by the people. The data had been used to cover various aspects like
consumption, consumers preference and customers satisfaction regarding Cadbury and
Nestle chocolates. In collecting requisite data and information regarding the topic
selected, I went to the residents of Ludhiana and collected the data.

Survey design:
The study is a cross sectional study because the data were collected at a single point of
time. For the purpose of present study a related sample of population was selected on the
basis of convenience.

Sample Size and Design:


A sample of 100 people was taken on the basis of convenience. The actual consumers
were contacted on the basis of random sampling.

Research Period:
Research work is only carried for 2 or 3 weeks.

Research Instrument:
This work is carried out through self-administered questionnaires. The questions included
were open ended, dichotomous and offered multiple choices.

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Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source: The primary data comprises information survey of


Comparative study of consumer behavior towards Nestle and Cadbury
chocolates. The data has been collected directly from respondent with the help
of structured questionnaires.

Secondary Source: The secondary data was collected from internet, References
from Library.

Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical techniques.
The technique that I have used is bar technique.

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ANALYSIS OF THE STUDY


LIKING FOR THE CHOCOLATES
Table:1
Liking for the Chocolate

Yes

No

Number of Respondents

95

Number of Persons

Liking For the Chocolate

100
80
60
40
20
0

95
Yes
No

5
Response
1

Chart:1
From the above analysis of the given sample of 100 respondents it is concluded that out
of 100 people 95 people likes to eat chocolate while only 5 people dont prefer to eat
chocolate.

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DIFFERENT AGE GROUPS


Table:2
AGE GROUPS

0-10

10-20

20-30

ABOVE 30

NUMBER OF

14

42

33

11

RESPONDENTS

NUMBER OF
RESPONDENTS

AGE GROUPS
50
40
30
20
10
0

42

33
0-10

14

11

10 to 20
20 to 30

Above 30

AGE GROUPS

Chart:2
According to the above analysis it is concluded that I have surveyed 100 respondents out
of which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.

PREFERENCE ACCORDING TO AGE GROUPS


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Table:3
AGE
GROUP
S
BRANDS

0-10

10-20

20-30

ABOVE 30

CADBURY

35

24

NESTLE

NO CONSUMTION

NUMBER OF CONSUMERS

PREFERENCE ACCORDING TO AGE


GROUPS
45
40
35
30
25
20
15
10
5
0

1
6
1
8

NONE
NESTLE

2
5
7

35
24

CADBURY
1
5
5

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
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Table:4
BRANDS

PREFERENCE BY CONSUMERS

CADBURY

73

NESTLE

22

Brand Preference

73

No. of Persons

80
60
40

22

Cadbury
Nestle

20
0
1 Brands
Chocolate

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

PURCHASE OF CHOCOLATES
PURCHASE OF CADBURY CHOCOLATES
Table:5
CADBURY CHOCOLATES
SUB- BRANDS

NUMBER OF RESPONDANTS

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44

DAIRY MILK

69

5 STAR

64

PERK

61

CELEBRATIONS

49

TEMPTATIONS

41
Cadbury chocolates Purchased By People

Number of Persons

80

69

64

61

60

49

40

41

20
0
1
Sub-brands of Cadbury Chocolate

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Chart:5
From the above analysis of given sample of 73 respondents who eat Cadbury chocolates
it is concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while
Temptation is least purchased by the people.

PURCHASE OF NESTLE CHOCOLATES


Table:6
NESTLE CHOCOLATES
SUB- BRANDS

NUMBER OF RESPONDANTS

KIT KAT

17

MUNCH

19

MILKY BAR

18

BAR- ONE

16
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45

MILK CHOCOLATE

11

Number of Persons

Nestle chocolates Purchased by People


19

20
18
16
14
12
10
8
6
4
2
0

18

17

15
11

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 SUBBRANDS OF CHOCOLATES
SUB-BRANDS

PERCENTAGE OF PURCHASE

DAIRY MILK

13

5 STAR

12

PERK

11
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CELEBRATIONS

TEMPTATIONS

KIT KAT

10

MUNCH

11

MILKY BAR

11

BAR ONE

MILK CHOCOLATE

Sub-brands of Chocolates purchased By People

9%

7%

13%
12%

11%

11%

11%
10%

7%

9%

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
CADBURY
CHOCOLATES
SUB- BRANDS

GRAND TOTAL

AVERAGE

OF

(GRAND TOTAL / No.

PREFERENCE

OF RESPONDANTS)

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RANKS

DAIRY MILK

315

4.3

5 STAR

220

PERK

176

2.4

CELEBRATIO

136

1.86

91

1.24

NS
TEMPTATION

According to the above analysis it is concluded that in Cadbury Brand, Dairy milk is the
most preferred sub-brand as it is ranked first by the respondents. While Temptation is the
least preferred sub-brand of Cadbury chocolates.

PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES


Table:9
NESTLE
CHOCOLATES
SUB- BRANDS

GRAND
TOTAL OF
PREFERENC

AVERAGE
(GRAND TOTAL / No. OF
RESPONDANTS)

E
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RANKS

KIT KAT

70

3.18

MUNCH

64

2.9

MILKY BAR

65

2.95

BAR-ONE

45

2.05

MILK

30

1.36

CHOCOLATE

According to the above analysis it is concluded that in Nestle Brand, Munch is the most
preferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is the
least preferred sub-brand of Cadbury chocolates.

INFLUENCING FACTORS DURING PURCHASE


OVERALL INFLUENCE
Table :10
FACTORS

GRAND TOTAL

AVERAGE

RANK

FLAVOR/TAST

435

4.58

PRICE

295

3.1

QUALITY

391

4.12

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PACKAGING

344

3.62

FORM

301

3.17

BRAND

354

3.73

IMAGE

344

3.62

COLOR

297

3.13

SHAPE

268

2.82

10

QUANTITY

342

3.6

According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, brand and image. It is surprised to know
that very few people are influenced by price followed by shape of the chocolate.

INFLUENCING FACTORS DURING PURCHASE OF CADBURY


CHOCOLATES
Table:11
FACTORS

GRAND TOTAL

AVERAGE

RANK

FLAVOR/TAST

335

4.6

PRICE

235

3.2

QUALITY

307

4.2

PACKAGING

277

3.79

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FORM

231

3.16

BRAND

271

3.71

IMAGE

262

3.59

COLOR

224

3.07

SHAPE

213

2.92

10

QUANTITY

262

3.59

According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, packaging and brand. Here color and
shape are not all influencing people while purchasing Cadbury chocolates.

INFLUENCING FACTORS DURING PURCHASE OF NESTLE


CHOCOLATES
Table:12
FACTORS

GRAND TOTAL

AVERAGE

RANK

FLAVOR/TAST

100

4.5

PRICE

60

2.72

QUALITY

84

3.82

PACKAGING

67

3.04

FORM

70

3.18

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BRAND

83

3.77

IMAGE

82

3.73

COLOR

73

3.32

SHAPE

55

2.5

10

QUANTITY

80

3.64

According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, brand and image. Here packaging and
shape are not all influencing people while purchasing Nestle chocolates.

FACTORS GIVING MOST SATISFACTION TO CONSUMERS


OVERALL
Table:13
FACTORS

GRAND TOTAL

AVERAGE

RANK

FLAVOR/TAST

427

4.81

PRICE

337

3.6

QUALITY

367

3.86

PACKAGING

338

3.56

FORM

332

3.49

BRAND

358

3.77

IMAGE

328

3.45

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COLOR

332

3.49

SHAPE

335

3.52

QUANTITY

328

3.45

According to the above analysis it is concluded that on an average people are most
satisfied with the flavor/taste of a chocolate followed by quality and brand. It is
surprising to know that although people are satisfied with quality but unsatisfied with the
quantity.

IN CADBURY CHOCOLATE
Table:14
FACTORS

GRAND TOTAL

AVERAGE

RANK

FLAVOR/TAST

334

4.6

PRICE

269

3.68

QUALITY

282

3.86

PACKAGING

272

3.73

FORM

264

3.62

BRAND

282

3.86

IMAGE

247

3.38

10

COLOR

259

3.55

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SHAPE

258

3.53

QUANTITY

255

3.49

According to the above analysis it is concluded that on an average people are most
satisfied with the flavor/taste of a chocolate followed by quality and brand. It is
surprising to know that although people are satisfied with quality but unsatisfied with the
quantity and image.

IN NESTLE CHOCOLATE
Table:15
FACTORS

GRAND TOTAL

AVERAGE

RANK

FLAVOR/TAST

93

4.2

PRICE

68

3.09

QUALITY

85

3.86

PACKAGING

66

10

FORM

68

3.09

BRAND

76

3.45

IMAGE

81

3.68

COLOR

73

3.32

SHAPE

77

3.5

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QUANTITY

73

3.32

According to the above analysis it is concluded that on an average people are most
satisfied with the flavor/taste of a chocolate followed by quality and image. It is
surprising to know that although people are satisfied with quality but unsatisfied with the
form and packaging.

FORM PREFERENCE
Table:16
FORM OF CHOCOLATE

NUMBER

OF

RESONDENTS
HARD

33

NUTTIES

25

CRUNCHY

29

CHEW

20

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Form of a Chocolate Prefered by People

Number of
Consumers

40
30

33
25

29
20

20
10

HARD
NUTTIES
CRUNCHY
CHEW

0
1
Forms

Chart:8
According to the above analysis it is concluded that most of the people likes to eat hard
chocolate and chew form of a chocolate is least preferred.

PACK OF CHOCOLATES PREFERED


Table:17
PACK SIZE

NUMBER OF RESPONDENTS

SMALL

28

BIG

48

FAMILY PACK

19

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Number of
Consumers

Pack of Chocolate Prefered

60
50
40
30
20
10
0

48
28
19

SMALL
BIG
FAMILY PACK

1Pack

Chart:9
According to the above analysis it is concluded that out of sample of 95 people who eat
chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.

PROMOTIONAL OFFERS
Table:18
PROMOTIONAL OFFERS

NUMBER OF RESPONDENTS

FREE GIFTS

52

PRICE OFFER

23

ANY OTHER

20
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Number of Consumers

Effect of Promotional Offers while


Purchase
60

52

50
40
30
20

23

FREE GIFTS
PRICE OFFER
ANY OTHER

20

10
0
Promotional
Offers
1

Chart: 10
According to the above analysis it is concluded that out of sample of 95 people who eat
chocolate 52 are attracted by free gifts, 23 by price offers while 20 were attracted by
some other reasons.

FACTORS AFFECTING PURCHASE


Table:19
FACTORS

NUMBER OF
RESPONDENTS

ADVERTISEMENT

65

SUGGESTION FROM FRIENDS AND

16

RELATIVES
ATTRACTIVE DISPLAY

11

DOCTORS ADVICE

15

BRAND AMBASSADORS

INGREDIENTS

25

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Number of Consumers

Factors Affecting Purchase

80

ADVERTISEMENT

60

SUGGESTION
FROM FRIENDS
AND RELATIVES

40

ATTRACTIVE
DISPLAY

20

65

16 11 15

25
9

0
1Factors

DOCTOR'S
ADVICE
BRAND
AMBASSDORS
INGREDIENTS

Chart: 11
According to the above analysis it is concluded that Advertisement is the best measure to
attract customers to purchase more. Its impact is much more than other factors. While
friends and relatives and brand ambassadors also play a significant role in this regard.

MEDIA OF ADVERTISEMENT
Table:20
MEDIA OF ADVERTISEMENT

NUMBER OF RESPONDENTS

TELEVISION

82

NEWSPAPERS

BROCHURES

HOARDING

DISPLAY

15

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Number of Customers

Media of Advertisement influencing the Purchase

100
80

82

60
40
20

15

Television
Newspapers
Brochers
Hoarding
Display

0
Media Of
1 Advertising

Chart:12
According to the above analysis it is concluded that television emerges as the best media
for advertisement of chocolates that compel consumers to buy. It is much more than other
ways as out of 95 respondents 82 are attracted to by through television media while
brochures are the least attracting media.

FREQUENCY OF CONSUMPTION
Table:21
FREQUENCY OF CONSUMPTION

NUMBER OF RESPONDENTS

ONCE IN A FORTNIGHT

16

DAILY

17

WEEKLY

39

MONTHLY

18

QUARTERLY

5
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Frequency of Consumption

Number of
Consumers

50

39

40

Once in a
fortnight
Daily

30
20

16

18

17

10

Weekly
Monthly

0
1Frequency

Quarterly

Chart: 13
According to the above analysis it is concluded that mostly people purchase chocolates
weekly. Only 15 out of 95 purchase chocolates quarterly.

REASONABLE PRICE
Table:22
PRICE OF CHOCOLATE

NUMBER OF RESPONDENTS

BELOW 5

5-10

23

10-20

51

20-30

ABOVE 30

11

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Number of
Consumers

Reasonable Price
60
50
40
30
20
10
0

51

Below5
5 to 10

23

10 to 20

11

20 to 30
Above 30

1Price

Chart: 14
According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the
reasonable price of a chocolate. So it must be worthwhile to know this as it may effect the
sale of chocolates.

CONSUMERS BRAND LOYALTY


Table:23
BRAND LOYALTY ACTIONS

NUMBER OF RESPONDENTS

POSTPONE YOUR PURCHASE

26

SWITCH OVER TO OTHER

24

BRANDS
GO TO OTHER SHOP FOR

45

SEARCH OF PREFERED BRAND

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Number of consumers

Brand Loyalty
50
40
30
20
10
0

45
26

Postpone Purchase
Switch Brand

24

Search in other
Shop

1 Consumers in
Action of
absence of Prefered Brand

Chart:15
According to the above analysis it is concluded that mostly people are loyal to the brand
as in the absence of availability of their preferred brand mostly people like to search for it
or they are ready to postpone their purchase.

REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED


Table:24
SHIFT TO NEW BRAND OF THE

NUMBER OF RESPONDENTS

PREFERED PRODUCT
NO, NOT AT ALL

35

MAY CONSIDER

27

NO, SHALL NOT

CANT SAY

29

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Number of Consumers

Reaction of consumers if new brand


is introduced
40

35

30

29

27

May Consider

20
10

No, Not at all


Shall Not

Can't Say

0
1 Reactions

Chart:16
According to the above analysis it is concluded that mostly people are addicted to the
same flavor or taste and they dont want to change it as out of 95 respondents 35 are not
ready to try new brand at any cost.

REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS


All the consumers why they continue to buy the old brand gave various important
reasons. The most important reasons given by the consumers were:
Taste/Flavor
Brand
Image
Quality
Packaging

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FINDINGS
CONSUMER RESEARCH:
Consumer research deals with consumer and their
problems and solution to the problems. In this I came to know about the
consumers need and expectation levels regarding products and ascertainable
levels of consumer satisfaction.
PRODUCT RESEARCH:
Under product research I came to know about the
modification which consumers wants as to the quality, packing, shape, color, and
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quantity etc of their favorite chocolate.


PRICING RESEARCH:
This includes ability to consume, to pay for the product,
how much a person can spend on his/her favorite chocolate. In this I have tried to find
out consumers price expectations and reactions.
ADVERTISING RESEARCH:
Under this I have concluded that whether the
advertisement appeals the consumers or not. This also includes evaluating and
selecting the proper media-mix and measuring advertising effectiveness.

CONCLUSION
A survey of the people has been conducted to know the liking pattern of
the two products Cadbury and Nestle. It is observed that overall people like to eat
Cadbury brand rather than Nestle. It is concluded that mostly people preferred
Dairy Milk of Cadbury due to its flavor/taste, quality and image and due to its
hard form. Some people often like to have a chocolate with good flavor, quality
and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its
taste and crunchiness.
It is thus concluded from the facts collected that mostly people refer to
buy big pack of their favorite chocolate, and sometimes some of them go for
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small and family pack.

SUGGESTIONS AND RECOMMENDATIONS


Company should concentrate more on television for advertisement, as mostly people
get attracted through television only.
For promotional offers, company should go for free gifts rather than going for other
ways.
Nestle company should concentrate on its packing as people are least satisfied with it
while Cadbury should concentrate on the shape of a chocolate.
People are unsatisfied with the price and quantity of chocolate so companies should
concentrate in this regard also.
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BIBLIOGRAHY

BOOKS

Wheelen, Thomas L. & Hunger, J. David; Strategic Management & Business Policy.

Mishra, M.N.; Modern Marketing Research

Shani, N.K. and Kumar, Yogesh; Modern Marketing.

Kotler, Phillip; Marketing Managemen.


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WEB-SITES:

www.wikipedia. encyclopedia.com

www.nestle.com

MAGZINES

Business World

India Today

ANNEXURE
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QUESTIONNAIRE
PROJECT REPORT ON CONSUMER PREFERENCETOWARDS NESTLE AND
CADBURY CHOCOLATES

Que1. Do you eat chocolate?


Yes

No

Que2. Which brand of chocolate do you prefer?


Cadbury
Nestle
Que3. Which sub-brand you have purchased?
Cadbury

Nestle

Dairy Milk

Kit Kat

5Star

Munch

Perk
Milky Bar
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Celebrations

Bar-One

Temptation

Milk Chocolate

Que4. Rank the sub-brands of chocolates according to your preference? (1 for most
preferred)
Cadbury

Nestle

Dairy Milk

Kit Kat

5Star

Munch

Perk

Milky Bar

Celebrations

Bar-One

Temptation

Milk Chocolate

Que5. How much importance do you give to the following factors when you purchase a
chocolate? (Tick in the desired column)
Factors

Very
Important

Important

Normal

Least
Important

None

Flavor/tas
te
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que6. How much are you satisfied with the following factors in your preferred
chocolate? (Tick in the desired column)
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Factors

Very
Satisfied

Satisfied

Normal

Least
Satisfied

Flavor/tas
te
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que7. Which form of a chocolate do you like?


Hard
Nutties
Crunchy

Chew

Que8. What pack do you purchase?


Small
Big
Family Pack
Que9. Which promotional offers attract you most?
Free gifts
Price Offer
Any other

Que10.Which of these factors affect your purchase?


Advertisement
Suggestion from friends and relatives
Attractive Display
Doctors Advice
Brand Ambassadors
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Cant Say

Ingredients
Que11. Which media of advertisement influence your purchase?
Television
Newspapers
Brochures
Hoarding

Display

Que12. How frequently do you purchase chocolates?


Once in a fortnight
Daily
Weekly
Monthly
Quarterly
Que13. What according to you is the reasonable price of chocolate?
Below5

5-10

10-20

Above 30
Que14. If your preferred brand is not available for repeat purchase then what will you do?
Postpone your purchase
Switch over to other brand
Go to the other shop to search for your preferred brand
Que15. If another brand of the same product appears in the market, will you prefer to stop
buying this brand and buy the new brand?
No, not at all
I may consider
No, I shall not

cant say

Que16. If you dont like to change to the new brand, then what are the reasons for
continuing to purchase the old brand?

PERSONAL DETAILS
Name:
Address:
Age:
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Between 0-10
Between 20-30

Between10-20
Above 30

Gender:
Phone Number:
Marital status:
Education:
Profession:

THANKS

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