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A work is never a work of an individual. I owe a sense of gratitude to the intelligence and co-operation of those people who had been so easy to let me understand what I need from time to time for completion of this exclusive project.

I am greatly to my faculty Mrs. Ruchika Jaiswal (faculty, Research Methodology, IMS Ghaziabad) for him constant guidance, advice and help which enabled me to finish this project report in time.

I express my sincere thanks to all Faculties member and student of INSTITUTE OF MANAGEMENT STUDIES, GHAZIABAD for their generous help in various ways for the completion of this project in time.

Last but not the least I would like to thanks to God for his blessing. Without him I could not have completed the project and thanks to them who are internally and externally involved in this project.


Introduction to the study Consumer Preference Scope of the study Objective of the study Limitation of the study About chocolate -Consumption of chocolate in India -About Cadbury dairy milk -About Cadbury dairy milk silk Research Methodology Facts figure about the chocolate Analysis of the survey study Finding -Consumer research

-Product research -Pricing research - Advertising research Suggestions and Recommendation Bibliography Annexure


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

All marketing starts with the consumer. So consumer is a very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know the liking or disliking of the customers. He must also know the time and the quantity of goods and services, a consumer may purchase, so that he may store the goods or provide the services according to the likings of the consumers. Gone are the days when the concept of market was let the 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.


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 satisf y not only the 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 major players of chocolates leaving behind the others. The scope of my study is also restricts itself to Ghaziabad region only.


This project is based on the comparative study consumer behavior towards 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.


In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind. Never the less, despite of fact constraints were at play during the formulation of this project. The main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample of consumers was not enough to generalize the findings of the study.

The main source of data for the study was primary data with the help of self-administered questionnaires. Hence, the chances of unbiased information are less. People were hesitant to disclose the true facts. The chance of biased response cant be eliminated though all necessary steps were taken to avoid the same.

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

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.


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 have been attempting to do this by value for money offerings, which are affordable to the masses.

Cadbury Dairy Milk

Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic! Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication.

Our Advertising: In the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic Real Taste of Life campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic. With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses. The ensuing positioning of Khaane Waalon ko khaane ka Bahana Chhayie made consumption into a joyful, social occasion.

In 2004, the `Kuch Meetha Ho Jaaye campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. How many can forget the `Pappu Pass Ho Gaya commercial? The country cheered on as Pappu fell in love in the Pappu Love Test commercial. Then came`Miss Palampur and the country celebrated the beauty pageant with a difference. The`Kenya commercial that was aired in 2008 celebrated the spirit of cricket and that of true sportsmanship. In 2009, we aired another commercial under the `Kuch Meetha Ho Jaaye platform, called the `Pay Day commercial. In the year 2010, the `Shubh Aarambh campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With `Shubh Aarambh, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers. With the current campaign Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye, our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert).

Cadbury Dairy Milk Silk

Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades; but there was room for a more premium entrant in the category. And enter CDM Silk. Most CDM lovers thought that nothing could taste better, but CDM Silk came as a welcome surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack more chocolate and hence provide a superior eat experience. Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM Silk delivered an exquisite chocolate eating experience in the Indian market.

Our Advertising: The advertising highlights the joy of savoring CDM Silk and builds on its creamy and smooth experience that instantly melts in your mouth. This brand promise was beautifully captured by the tagline `Have You Felt Silk Lately? The campaign comprised of three commercials which showcased different protagonists indulging and savoring Cadbury Dairy Milk Silk chocolate, with innocence and unabashed joy, unmindful of their surroundings.

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 chocolates consumed by the people. The data had been used to cover various aspects like consumption, consumers preference and customers satisfaction regarding Cadbury chocolates. In collecting requisite data and information regarding the topic selected, I went to the residents of Ghaziabad and collected the data.

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

Sample Size and Design:

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

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

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

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

Primary Source: The primary data comprises information survey of Comparative

study of consumer behavior towards 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

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.

Facts figures about the Cadbury

Global Market of Chocolates Size of USD 110 billion Growth rate of 2.5 % Nestle is the global market leader followed by Mars Market getting stagnant in mature western markets Asia, eastern Europe and southern America have greatest growth prospects

Indian Market Size of Rs 8 billion in value and around 33,000 tons in volume Low per capita consumption of around 160 gm as compared to 8 kg in UK Very low penetration level Growth rate of 11.5%

Market Overview

Region-wise Distribution of Sales

Age-wise Market Segmentation


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.

According to the above analysis it is concluded that most of the female prefer like to eat chocolate 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.

According to the above analysis it is concluded that most of the people like to eat fruits and nuts as compare to other segment of dairy milk chocolate.

According to the above analysis it is concluded that out of sample of 95 people who eat chocolate 72 are attracted to buy chocolate on discount and 23 were attracted by some other reasons.

According to the above analysis it is concluded that mostly people purchase chocolates weekly.

According to the above analysis it is concluded that most of the people like to eat new cadbury dairy milk silk.

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

According to the above analysis it is concluded that most of the people like to eat Fruit & Nut as compare to another.

According to the above analysis it is concluded that the chocolate is not only consumed by children only its consumed by every age group of people.

The above analysis of given sample of 93 respondents who eat chocolates it is concluded that only 73 people likes to eat Cadbury chocolates and after Cadbury they would like to preferred Nestle or more.

According to the above analysis it is concluded that most of the people now become health conscious so Cadbury should introduced sugar free Cadbury chocolate to attract health conscious people.


FACTORS GRAND TOTAL 335 235 307 277 231 271 262 224 AVERAGE 4.6 3.2 4.2 3.79 3.16 3.71 3.59 3.07 RANK 1 7 2 3 8 4 5 9




213 262

2.92 3.59

10 6

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.


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


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.

Under product research I came to know about the modification which consumers wants as to the quality, packing, shape, color, and quantity etc of their favorite chocolate.


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.

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.

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


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. 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.



Name: - Age: - Gender:[ ] Male

[ ] Female

Do you like to eat Cadbury chocolate? [ ] Yes [ ] No

Which of the following do you prefer? Plain Chocolate [ ]

White nuts

With fruit (Raisins) [ ] With fruit and nuts [ ] With caramel [ ]

If there was a discount on Cadbury Dairy Milk Silk, you think you would be more likely to buy it? [ ] Yes [ ] No

Approximately, how many chocolate bars would you purchase in one week? Less than 5 5-10 More than 10 [ ] [ ] [ ]

When you think of Cadbury, which chocolate comes to your mind? Diary milk Five stars Perk Silk Any other [ ] [ ] [ ] [ ] ..

Do you think that chocolate is a luxury purchase or necessity? ..................

Can you give your favorite chocolate one adjective? Yummy Tasty Crunchy Other [ ] [ ] [ ] .

Which variants you like most Cadbury Dairy Milk Silk? Milk Chocolate Roast Almond Fruit &Nut Orange Peel [ ] [ ] [ ] [ ]

Do you think Cadbury Silk is a commodity consumed by children only? [ ] Yes [ ] No [ ] May be

According to you, which is the most preferred chocolate after Cadbury? [ ] Amul [ ] Nestle [ ] Campco

Do you think now people have become more health conscious that the need for chocolate has declined? [ ] Yes [ ] No [ ] May be

Do you think sugar free Cadbury chocolate should be more introduced to attract health conscious people? [ ] Yes [ ] No [ ] May be

Thank You