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Dissertation is prepared as the partial fulfillment for Two-Year degree

Program of MBA curriculum of International School Of Buisness & Media. It is
expected from an MBA to possess a good communication & effective presentation
skills.

Objectives of the project report are:-

u| Increase the awareness level of 



.

u| Seek the general perception of consumer towards 



.

u| To find the performance of 



vis-à-vis other Brands.

u| To know the consumer psyche and their behaviour towards 



.

The research provides an opportunity to a student to demonstrate application of his/her knowledge, skill
and competencies required during the technical session. Research also helps the student to devote his/her
skill to analyze the problem to suggest alternative solutions, to evaluate them and to provide feasible
recommendations on the provided data.

Although I have tried my level best to prepare this report an error free report every
effort has been made to offer the most authenticate position with accuracy.
This report contains a number of additional features.

In today¶s globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge

is not sufficient. Beside this one need to have practical knowledge, which would help an individual in

his/her carrier activities and it is true that 


|
9
|

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 9  |

|
 ||

|
 

u| ›ertificate I
u| Preface II
u| Declaration III
u| Acknowledgement IV
u| Vxecutive Summary V
u| Table of ›ontents VI

 
 p




1 Industry Introduction 1-32

o| ›ompany Profile & Their Products 33-46

2 ›onceptual Framework 47-75

3 Review of Literature 76-86

4 Research Methodology 87-90

o| Data Analysis & Interpretation 91-105

ÿ| Finding & ›onclusion 106

ÿ| Suggestion 107

ÿ| Bibliography 108

ÿ| Annexure 109-110

|
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 BOARD MEMBERS

Shri Ramsinh Prabhatsinh Parmar Chairman

Shri Rajendrasinh Dhirsinh Parmar Vice-Chairman

Shri Dhirubhai Amarsinh Zala Director

Smt. Mansinh Kohyabhai Chauhan Director

Shri Maganbhai Gokalbhai Zala Director

Shri Shivabhai Mahijibhai Parmar Director

Shri Pravinsinh Fulsinh Solanki Director

Shri Chandubhai Madhubhai Parmar Director

Shri Bhaijibhai Amarsinh Zala Director

Shri Bipinbhai Manishankar Joshi Director

Smt. Sarayuben Bharatbhai Patel Director

Shri Ranjitbhai Kantibhai Patel Director

Managing Director
Shri B. M. Vyas
G.C.M.M.F

Shri Deepak Dalal District Registrar

Shri Rahul Kumar Managing Director

|

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INTRODUCTION|

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RESEARCH DESIGN

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1. RESEARCH PROBLEM

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2. RESEARCH OBJECTIVES & related sub objectives

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4. Choice of research design ʹ alternatives & choice

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SAMPLING METHODS

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field work- method used for data collection

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primary tabulation & interpretation

[1] What kind of Chocolate do you eat?

Branded 92 %

Non branded 08%

INFERENCE

7AJ|%!|||$!|!&|(|!|1|
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[2] Who uses chocolates in your family?

Children 34 %

Teenager 33 %

Young 26 %

Old 07 %

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INFERENCE

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[3] What form of Chocolate do you like?

Cookies 14%

Bar 60%

Wafer 20%

Other 06%

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INFERENCE

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!!*||""||&!| |

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[4] Which Television channel you like to watch most?

STAR 100

ZEE 15

SONY 30

CARTOON 30

Others 25

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INFERENCE|

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[5] In between what time you like to watch television?

Timings _____________

5 to 8 pm 33 %

8 to 11 pm 37 %

Late Night 10 %

Morning 15 %

Afternoon 05 %

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INFERENCE|

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|!|%&|"|!||$)|

[6] By which media you prefer to watch advertisements?

Television 67 %

Hoardings 17 %

Newspapers 08 %

Magazines 05 %

Others (Mention) 03 %

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[7] What factors effects you in a chocolate advertisement?

Brand ambassador 60

Jingles 30

Comedy 45

Music 40

||||||||||||Emotions 20

Others (Mention) 05

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[8] Have you ever tasted Amul Chocolate?

Yes 90 %

No 10 %

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[9] Can you recall AMUL Chocolate advertisement?

Yes 32 %

||||||||||No 68 %

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[10] Which Chocolate do you like most?

Nestle 28%

Cadbury 58%

Amul 13%

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[11] What is the frequency of purchasing Chocolate?

Daily 17 %

Weekly 22 %

Fortnightly 13 %

Occasionally 48 %

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[12] How do you scale your Chocolate?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE 48% 22% 23% 07%

SWEETNESS 20% 14% 20% 46%

PACKAGING 33% 18% 12% 37%

SOFTNESS 12% 16% 23% 49%

SCHEMES 37% 13% 17% 33%

AVAILABILITY 12% 15% 23% 50%

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 LIMITATIONS

o| ||"("|&!| $||%!)|||"|!&||| |!|%!("|!|

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o| 9$|||| |&!||""|||10% %!%"| !|||||||||||!||Amul

Chocolate)|

o| Lake of Awareness |!)||%!%"||!|*! |(!|Amul chocolates|%""|

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o| ||&!|||main product of Amul is Milk |!%|&"| |!|%|

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o|
|| |%!%"|||!&||%!%"||!|""|Amul chocolate|
)||! |Lake of Advertisement ! advertisement is not timely given|!|
advertisement is not given on right time. |

o| ||||not using any brand ambassador| ||""|$|$!%|%!%"|"*|

Cadbury.||

o| ||"*|!&|Sales Promotional|Activities|))|&|!!'| | $'|!'|+-|!|)||

o|
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The survey resulted into following conclusions :

o| "||!|%| |new promotional activities|||%!%"|(!| |(!|

"|
!!"|"*|Chocozoo, Bindaaz, and Fundoo.

o| M"|||!$|%| |influences consumer|!|%|"|%!'|(|

prompt availability|!&|!|!!"|(||aggressive promotional activities|(|!|
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o| |!%!|!|"|
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AGE: ___________

10-15 15-25 25-35 35-45 45 and above

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