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A PROJECT ON

STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE

CHOCOLATES

(Submitted in partial fulfillment of the requirement of)

Master of Business Administration, Distance Education

Guru Jambeshwar University Of Science and Technology, Hisar

Research Supervisor Submitted by

NAME: Ms. Sonali Saxena Tamojit Dey

DESIGNATION: Lecturer Enrollment No- 08061148454

Specialization: Marketing

Session 2008-2010

Directorate of Distance Education

Guru Jambeshwar University of Science and Technology Hisar (India)

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RESUME OF SUPERVISOR/GUIDE

1. NAME Mrs. Sonali Saxena

2. DESIGNATION Lecturer- Marketing Management

3. QUALIFICATION B.Com,MBA,O level in Computers,pursing PhD

4. AREA OF SPECIALIZATION: Marketing

5. EXPERIENCE 2.5 years

6. OFFICIAL ADDRESS NSB School of Business

B-II/1, MCIE, Delhi Mathura Road,

New Delhi 110044

7. TELEPHONE NO. (Off.) 011-41676794 (Res) 9650833803

8.E-MAIL [email protected]

I am willing to supervise Mr. Tamojit Dey Enrollment no. 08061148454 , on the topic

STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLECHOCOLATES

(Signature) with Seal

Countersigned by the employee

with seal

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Countersigned by Director

of Study Centre with Seal

CERTIFICATE:-

This is to certify that Mr.TAMOJIT DEY, Enrolment No. 08061148454 has

proceeded under by supervision her Research project Report on STUDY OF

CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE

CHOCOLATES in theSpecialization area Marketing .

The work embodied in this report is original and is of the Standard expected of an

MBA Student and has been submitted in part or full to this or any other university

for the award of any degree or diploma. She has completed all requirements of

guidelines for research Project Report and the work is fit for evaluation.

Signature of Supervisor/Guide (with SEAL)

NAME: Mrs. Sonali Saxena

DESIGNATION: Lecturer

ORGANIZATION: NSB School of Business

Forwarded by Head/Director of Study Centre

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(With Signature, Name & SEAL )

DECLARATION

Hereby declare that the project report entitled STUDY OF CONSUMER PREFERENCE

TOWARDS NESTLE AND CADBURY CHOCOLATES submitted for the degree of Master

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 notbeen submitted to any other university or institution for the award of any degree or diploma.

Signature of candidate:-___________________________

NAME:- TAMOJIT DEY

ENROLMENT NO. : - 08061148454.

SPECILIZATION:- Marketing.

SESSION:- 2008 - 2010

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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.

I would like to thank my professorMs. Sonali Saxena 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.

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Tamojit Dey

MBA

Preface

Marketing Research is a part of MBA curriculum, which a student has

to undertake after the completion of 4th.Semester.

Subsequently the project would concentrate on the reasearch

conducted in the cosmetic industry mainly concentrating on the role of promotion in this industry.

Eventually, it will discuss the sources from where the information has

been gathered.

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Index

DeclarationDeclaration

AcknowledgementAcknowledgement

PrefacePreface

Introduction:Introduction:

RationaleRationale

Review of literature and Problem formulationReview of literature and Problem formulation

Objective ofObjective ofthe studythe study

Survey andSurvey and its analysis:its analysis:

ObjectiveObjective

MethodologyMethodology

Scope of the studyScope of the study

AnalysisAnalysis

LimitationsLimitations

Findings and observationsFindings and observations

RecommendationRecommendation

ConclusionConclusion

ReferencesReferences

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AnnexureAnnexure

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 NCR. 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.

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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.

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 16 th 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.

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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 cacaoporridge.

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

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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 17 th

century chocolate powder from which the European version of the drink 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 thewealthy and business community met to smoke a clay pipe of tobacco, conduct business and

socialize over a cup of chocolate.

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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. 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

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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.

CHOCOLATE PRODUCTION

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The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This

is why, up to the 18th century some native tribes ate only the sweetish flesh of

the cocoa fruit. They regarded the precious bean as waste or used it, as was the

case among the Aztecs, as a form of currency.

TheVarieties

There are two quite different basic classifications of cocoa, under which

practically all varieties can be categorised: Criollo and Forastero cocoas. The

pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. The seeds

are of finer quality than those of the Forastero variety.

They have a particularly fine, mild aroma and are, therefore, used only in the production of high-

quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the world

crop. The remaining 90% is harvested from trees of the Forastero family, with its many hybridsand 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.

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Cleaning

Before the real processing begins, the raw cocoa is thoroughly cleaned by

passing through sieves, and by brushing. Finally, the last vestiges of wood, jute

fibres, sand and even the finest dust are extracted by powerful vacuum

equipment.

Roasting

The subsequent roasting process is primarily designed to develop the aroma. The entire roasting

process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 C,

is carried out automatically.

Crushingandshelling

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

Blending

Before grinding, the crushed beans are weighed and blended according to special recipes. The

secret of every chocolate factory lies in the special mixing ratios, which it has developed for

different types of cocoa.

Grinding

The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling

equipment and then fed on to rollers where they are ground into a fine paste. The heat generated

by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean)contained in the beans to melt, producing a thick, liquid mixture.

This is dark brown in color with a characteristic, strong odour. During cooling it gradually sets:

this is the cocoa paste.

At this point the production process divides into two paths, but which soon join again. A part of

the cocoa paste is taken to large presses, which extract the cocoa butter. The 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,

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but it also later gives the chocolate its fine structure, beautiful lustre and delicate, attractive

glaze.

Cocoa Powder

After the cocoa butter has left the press; cocoa cakes are left which still contain a 10 to 20%

proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in several

stages and we obtain a dark, strongly aromatic powder, which is excellent for the

preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk

are the four basic ingredients for making chocolate. By blending them in

accordance with specific recipes the three types of chocolate are obtained which form the basis

of ever product assortment, namely:

Kneading

In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed

milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and

kneaded.

Rolling

Depending on the design of the rolling mills, three or five vertically mounted

steel rollers rotate in opposite directions. Under heavy pressure they pulverise the

tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One

micron is a thousandth part of a millimetre.)

Conching

But still the chocolate paste is not smooth enough to satisfy our palates. 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.

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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 volumegrowth 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.

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.

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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 toprovide 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 nearestcompetitor in the

food and beverage sector.

Nestls trademark of birds in a nest, derived from Henri Nestls personal coat 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 GoodFood, Good Life to people throughout their lives, throughout the world.

Nestle Brands

Milk Products & Nutrition

Beverages

Prepared Dishes and Cooking Aids

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Chocolates & Confectionary

MILK PRODUCTS AND NUTRITION:

NESTL EVERYDAY Dairy Whitener

NESTL EVERYDAY Slim

NESTL EVERYDAY Ghee

NESTL MILKMAID

NESTL Fresh 'n' Natural Dahi

NESTL Fresh 'n' Natural Slim Dahi

NESTL Jeera Raita

NESTL MILKMAID Fruit yoghurt

NESTL Milk

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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

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CHOCOLATES & CONFECTIONARY

NESTL KIT KAT

NESTL KIT KAT LITE

NESTL MUNCH

NESTL MUNCH POP CHOC

NESTL MILKYBAR

NESTL MILKYBAR CHOO

NESTL BAR-ONE

NESTL FUNBAR

NESTL Milk Chocolate

POLO

POLO Powermint

NESTL Eclairs

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NESTLEKITKAT

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 socrisp, light and irresistible that you just can't stop Munching.' NESTL MUNCH is the largest

selling SKU in the category!

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.

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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 Chocolateis a milk chocolate with a delicious taste. Kids just love it!

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CADBURY

How Cadbury Chocolate is made

John Cadbury

Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John pasteto 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 toproduce 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'.

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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 Milkgained its status as the brand leader, a position it has held ever since.

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).

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food

Drinks and in the Candy category.

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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 the

development of Bytes. Crispy wafers filled with coca cream in the form of a bagged snack, Bytesis 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 - whichinclude 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 Cadbury Schweppes 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

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CANDY

Halls

CHOCOLATES

Dairy Milk

5 Star

Perk

Celebrations

TemptationEclairs

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

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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.

5 STAR

the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star movesfrom 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

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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 Perkunveiled 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

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

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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.

TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in five

flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forestand Old Jamaica.

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Rationale

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 goodsand 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 forthe 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.

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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.

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*Review of literature and Problem Statement*

1.

Title To study the influence of packaging affecting brand selection in chocolate industry.

Author C. Anandan

Objective To study the influence of packaging in brand of chocolates.

Methodology Source of data for arriving at a conclusion is primary data. Hence the surveyregarding the influence of packaging in selection of products for chocolates was conducted atvarious retail outlets and some residence. Data was basically collected from housewives,childrens, family and shopkeepers.

Data collation Pilot test to ensure validity.

Sampling- sample size of 125 out of which 70 were women and 55 were men.

Conclusion Data collected for users help to tune their marketing strategies for profitability andcustomer loyally.

Reference- Brand management, vole- No 3 page 45-57.

2.Title Significant consideration in the purchase of consumer durablesAuthor- B.S HundalObjectives To ascertain intensity of brand loyalty and offer useful implication for marketers.To analyze the planning of brand choice, time of purchase and choice of point of purchase.Conclusion the study revealed that the consumers have a preference toward particular brand ofconsume durables and are not ready to buy any other.

3.

Title Use of Coercive Strategies in Purchase decisions: Relationship between influencestrategies and the degree of Involvement.Objectives to find out whether coercive strategies are being used by couple (talking loudly,looking unhappy, Anger, Authority) in making purchase decision.Methodology

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A questionnaire was served to 100 married couples, of which 63 completely filled thequestionnaires, of which 45 were usable. So the sample size was 90.Conclusion spouse decision behavior is the key to understand how families arrive at purchase

decisions. It was found out that spouse do not use coercion consistently across purchase

decisions.

Moreover an understanding of spousal behavioral interaction in a decisions may guide marketersin designing particular communication massages.

Objectives of the proposed 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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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 presentcomprehensive 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.

Location : DELHI.

Sample Type : Random.

Sample Size : 100 Users (between age group of 10 to45)

Data Type : Primary and Secondary data.

Data Collection Tool : Questionnaire.

Data Presentation Tool : Pie charts and Tables.

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 werecontacted on the basis of random sampling.

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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 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.

Scope/Relevance of Proposed 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

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

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leaving behind the others. The scope of my study is also restricts itself to Delhi region

only.

In context with the above objectives in mind, a survey would be conducted in the city of

Delhi. Questionnaire method is being used to obtain the required information. Randomsampling will be used as the mode of conducting the survey.

This analysis will further help me understand the factors that play within the minds ofconsumers while preferring a product or services. I believe that this study will alwaysassist me to further enhance my knowledge in this subject.

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 5

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.

DIFFERENT AGE GROUPS :

Table :2

AGE GROUPS 0-10 10-20 20-30 ABOVE 30

NUMBER OF

RESPONDENTS

14 42 33 11

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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

Table :3

AGE GROUPS

BRANDS 0-10 10-20 20-30 ABOVE 30

CADBURY 7 35 24 5

NESTLE 5 6 8 5

NO CONSUMTION 2 1 1 1

Chart :3

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According to the above analysis it is concluded that people of different age groups prefer mostly

Cadbury brand of chocolate while Nestle brand is least preferred by the age group between 10-

20. People of age group above 30 equally likes to have both brands.

BRAND PREFERENCE :

Table :4

BRANDSPREFERENCE BY CONSUMERS

CADBURY 73

NESTLE 22

Chart :4

From the above analysis of given sample of 93 respondents who eat chocolates it is concluded

that only 22 people prefer to eat Nestle chocolates while 73 people likes to eat Cadbury

chocolates.

PURCHASE OF CHOCOLATES :

PURCHASE OF CADBURY CHOCOLATES

Table :5

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CADBURY CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTS

DAIRY MILK69

5 STAR 64

PERK 61

CELEBRATIONS 49

TEMPTATIONS 41

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 Temptationis least purchased by the people.

PURCHASE OF NESTLE CHOCOLATES

Table:6

NESTLE CHOCOLATES

SUB- BRANDS NUMBER OF RESPONDANTS

KIT KAT 17MUNCH 19MILKY BAR 18BAR- ONE 16MILK CHOCOLATE 11

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

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Table:7

OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES

SUB-BRANDS PERCENTAGE OF PURCHASE

DAIRY MILK 135 STAR 12PERK 11CELEBRATIONS 9TEMPTATIONS 7KIT KAT 10MUNCH 11MILKY BAR 11BAR ONE 9MILK CHOCOLATE 7

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

OF

PREFERENCE

AVERAGE

(GRAND TOTAL / No.

OF RESPONDANTS)

RANKS

DAIRY MILK 315 4.3 15 STAR 220 3 2

PERK 176 2.4 3CELEBRATIONS 136 1.86 4TEMPTATION 91 1.24 5

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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

PREFERENCE

AVERAGE

(GRAND TOTAL / No. OF

RESPONDANTS)

RANKS

KIT KAT 70 3.18 1MUNCH 64 2.9 3MILKY BAR 65 2.95 2BAR-ONE 45 2.05 4MILK

CHOCOLATE

30 1.36 5

According to the above analysis it is concluded that in Nestle Brand, Munch is the most

preferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is the least

preferred sub-brand of Cadbury chocolates.

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INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE

Table :10

FACTORS GRAND TOTAL AVERAGE RANK

FLAVOR/TAS

TE

435 4.58 1

PRICE 295 3.1 9

QUALITY 391 4.12 2

PACKAGING 344 3.62 4

FORM 301 3.17 7

BRAND 354 3.73 3

IMAGE 344 3.62 4

COLOR 297 3.13 8

SHAPE 268 2.82 10

QUANTITY 342 3.6 6

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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


FLAVOR/TAS

TE

335 4.6 1

PRICE 235 3.2 7

QUALITY 307 4.2 2


FORM 231 3.16 8

BRAND 271 3.71 4

IMAGE 262 3.59 5

COLOR 224 3.07 9

SHAPE 213 2.92 10

QUANTITY262 3.59 5

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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


FLAVOR/TAS

TE

100 4.5 1

PRICE 60 2.72 5

QUALITY 84 3.82 2

PACKAGING 67 3.04 9

FORM 70 3.18 8

BRAND 83 3.77 3

IMAGE 82 3.73 4

COLOR 73 3.32 7

SHAPE 55 2.5 10

QUANTITY 80 3.64 6

According to the above analysis it is concluded that on an average mostly people are influenced by

flavor/taste followed by quality, brand and image. Here packaging and shape are not all influencing

people while purchasing Nestle chocolates.

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FACTORS GIVING MOST SATISFACTION TO CONSUMERS

OVERALL

Table:13

FACTORS GRAND TOTAL AVERAGERANK

FLAVOR/TAS

TE

427 4.81 1

PRICE 337 3.6 4

QUALITY 367 3.86 2

PACKAGING338 3.56 5

FORM 332 3.49 7

BRAND 358 3.77 3

IMAGE 328 3.45 9

COLOR 332 3.49 7

SHAPE 335 3.52 6

QUANTITY

328 3.45 9

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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


FLAVOR/TAS

TE

334 4.6 1

PRICE 269 3.68 5

QUALITY 282 3.86 2


FORM 264 3.62 6

BRAND 282 3.86 2

IMAGE 247 3.38 10

COLOR 259 3.55 7

SHAPE 258 3.53 8

QUANTITY 255 3.49 9


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.

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IN NESTLE CHOCOLATE

Table:15


FLAVOR/TASTE

93 4.2 1

PRICE 68 3.09 8

QUALITY 85 3.86 2

PACKAGING 66 3 10

FORM 68 3.09 8

BRAND 76 3.45 5

IMAGE 81 3.68 3

COLOR 73 3.32 6

SHAPE 77 3.5 4

QUANTITY 73 3.32 6


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.

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FORM PREFERENCE

Table :16

FORM OF CHOCOLATENUMBER OF

RESONDENTS

HARD 33

NUTTIES 25

CRUNCHY 29

CHEW 20

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 PREFE R RED

Table:17

PACK SIZE NUMBER OF RESPONDENTS

SMALL 28BIG 48FAMILY PACK 19

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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 52PRICE OFFER 23ANY OTHER 20

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.

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FACTORS AFFECTING PURCHASE

Table:19

FACTORS NUMBER OF

RESPONDENTS

ADVERTISEMENT 65SUGGESTION FROM FRIENDS AND

RELATIVES

16

ATTRACTIVE DISPLAY 11DOCTORS ADVICE 15BRAND AMBASSADORS 9INGREDIENTS 25

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 82NEWSPAPERS 7BROCHURES 3HOARDING 4DISPLAY 15

Chart:12

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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 RESPONDENTSONCE IN A FORTNIGHT 16DAILY 17WEEKLY 39MONTHLY 18QUARTERLY 5

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

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PRICE OF CHOCOLATE NUMBER OF RESPONDENTS

BELOW 5 65-10 2310-20 5120-30 4

ABOVE 30 11

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 26SWITCH OVER TO OTHER BRANDS 24GO TO OTHER SHOP FOR SEARCH

OF PREFERED BRAND

45

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.

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REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

Table:24

SHIFT TO NEW BRAND OF THE

PREFERED PRODUCT

NUMBER OF RESPONDENTS

NO, NOT AT ALL 35MAY CONSIDER 27NO, SHALL NOT 4CANT SAY 29

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

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Quality

Packaging

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:

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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-administeredquestionnaires. 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.

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.

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PRODUCT RESEARCH: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.

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

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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.

SUGGESTIONS AND RECOMMENDATIONS

Company should concentrate more on television for advertisement, as mostly people get

attracted through television only.

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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.

BIBLIOGRAHY

http://www.cadburyindia.com

http://www.nestle.com

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http://www.aphrodite-chocolates.co.uk/history_chocolate.htm

http://www.google.com

http://www.cadbury.co.nz/carnival/index.htm

http://www.packaging-technology.com//cadbury4.html

http://www.chocolatereview.co.uk

http://en.wikipedia.org/wiki/preference

Annexure

QUESTIONNAIRE

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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

Celebrations Bar-One

Temptation Milk Chocolate

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

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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 achocolate? (Tick in the desired column)

Factors VeryImportant

Important Normal LeastImportant

None

Flavor/taste

Price

Quality

Packaging

FormBrand

Image

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Color

Shape

Quantity

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

Factors VerySatisfied

Satisfied Normal LeastSatisfied

Cant Say

Flavor/taste

Price

Quality

Packaging

Form

Brand

Image

Color

ShapeQuantity

Que7. Which form of a chocolate do you like?

Hard Nutties

Crunchy Chew

Que8. What pack do you purchase?

Small Big Family Pack

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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

Ingredients

Que11. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

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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

20.30 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 stopbuying this brand and buy the new brand?

No, not at all I may consider

No, I shall not cant say

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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:

Between 0-10 Between10-20

Between 20-30 Above 30

Gender:

Phone Number:

Marital status:

Education:

Profession:

THANKS

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ronnie final gju

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