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INTRODUCTION

Marketing starts with the consumer. So, consumeris 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 andservices, 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

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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.

Brand

Cadbury

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 pure taste of Cadbury Dairy

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Milk is the taste most Indians crave for when they think

of Cadbury Dairy Milk.

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. Recently, Cadbury Dairy Milk Desserts

was launched, specifically to cater to the urge for

'something sweet' after meals.

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.

Nestle

The Company continuously focuses its efforts to better

understand the changing lifestyles of India and anticipate

consumer needs in order to provide Taste, Nutrition,

Health and Wellness through its product offerings. Theculture of innovation and renovation within the Company

and access to the Nestl Group's proprietary

technology/Brands expertise and the extensive

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centralized Research and Development facilities gives it

a distinct advantage in these efforts. It helps the

Company to create value that can be sustained over the

long term by offering consumers a wide variety of high

quality, safe food products at affordable prices.

Nestl India manufactures products of truly international

quality under internationally famous brand names such

as NESCAF, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE,

MILKMAID and NESTEA and in recent years the Company

has also introduced products of daily consumption and

use such as NESTL Milk, NESTL SLIM Milk, NESTL

Fresh 'n' Natural Dahi and NESTL Jeera Raita.

REVIEW OF LITERATURE

1. Johnnnes Van Houten (2009) on Extraction of

Chocolate

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

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smoother and more palatable, however he unknowingly paved the way

for solid chocolate as we know it.

2. Julie L. Cidell (2006) on The Multinational

Histories of Chocolate

Geographic research on food quality, while considering many of the

ways in which quality is socially constructed, has largely focused on the

place-based aspects of the raw materials of food production. Here, we

use French convention theory to look at a highly processed food in

order to show how place associations in the social construction of food

quality extend to manufacturing. For chocolate, quality is based on

material characteristics whose relative importance in determining

quality depends on the country in which different stages of economic

innovation took place.

3. J.L. Thompson (2006) on Preference Mapping of

Commercial Chocolate Milks

The dairy beverage market is a competitive and growing category in the

food industry. Within this arena, chocolate milks vary widely in flavor,

color, and viscosity. Understanding what sensory properties drive

consumer liking is critical for maximum market share. This study was

conducted to identify and define sensory characteristics of commercial

chocolate milks and to link these differences to consumer preferences

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through the application of internal and external preference mapping. A

sensory language was identified to document the sensory properties

(visual, flavor, mouthfeel) of chocolate milks. Twenty-eight

commercial chocolate milks were subsequently evaluated by descriptive

sensory analysis using the identified sensory language. Thirteen

representative milks were chosen for consumer acceptance testing

followed by internal and external preference mapping to identify key

drivers. Instrumental color and viscosity measurements were also taken.

4. Bob Doherty (2005) on Article First Published

Online

This paper explores the experience of The Day Chocolate Company

(Day) in connecting small-scale cocoa farmers more directly into global

markets by making the farmers significant shareholders, and therefore

equity owners, within this fair trade company. It examines how Day

combines both social and business goals, thus providing an alternative

model to conventional international trade. The paper investigates the

positive impacts that this unique fair trade model has achieved on

Kuapa Kokoo (Kuapa) members in Ghana from the Fairtrade

relationship coupled with the equity stake and explores how Day has

achieved its business goals in what is a highly competitive UK

chocolate market. Further, it explores the challenges the company has

faced and the lessons learnt over the past six years. Overall, the paper

concludes that Day could not have been successful in meeting its

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objectives without cocoa farmer ownership being at the centre of the

brand.

5. A.W. Rudnick(2003) on Abstract

Factors Affecting Consumer Preference for Chocolate-

Flavored Milks

Nonfat (0.5%), low fat (4%), reduced fat (6%), and full fat (9%)

chocolate ice creams were made. Whey protein and polydextrose wereadded as required so that all formulations contained the same amount of

total solids. Ice cream was stored at a control temperature of 30C or

was heat-shocked at 12C. Hardness, viscosity, and melting rate were

measured through physical methods. Trained panelists conducted

descriptive sensory analyses of the samples at 0 and 4 wk. Attribute

ratings were analyzed by analysis of variance and least significant

difference mean separation. Milk fat at concentrations of 9 and 6%

produced more creaminess and smoothness, as well as a less intense

cocoa flavor, than it did at concentrations of 4 or 0.5%. Consumer

acceptance (n = 98) did not differ among the fresh ice creams. Data

showed that ice creams containing higher milk fat concentrations are

better protected against heat shock damage in terms of cocoa flavor and

smoothness of texture

6. R.maya (2002) on Growing Age of Cocoa

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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.

7. Niels Fold (2002) on Grinders and Branders in the

Global Cocoa-chocolate

Like most global agro-industrial commodity chains today, the global

cocoa - chocolate industry is buyer-driven. However, the chain is

characterized by the lead role of a few transnational companies in two

different segments: the grinders (processors of cocoa) and the branders

(manufacturers of chocolate), a structural pattern identified in other so-

called turn-key industries consisting of contract manufacturers and

brand-name firms. The paper examines two important spatial sub-

systems of the chain: the national cocoa bean supply system in Ghana

and the regional cocoa trading-storing-grinding complex in the

Zaanstreek, Amsterdam. The structural patterns and relationships in

these sub-systems suggest that the dynamics of bi-polar buyer-driven

chains is best comprehended in terms of various types of containment

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strategies of the leadfirms, i.e. efforts to defend and improve their

positions on the global market by creating competition among their

suppliers

8. R.Ebinazer (2000) on Civilization of Cocoa

The origin of chocolate can be traced back to the ancient Maya and

Aztec civilizations in Central America, who first enjoyed chocolaty a

much-prized spicy drink made from roasted cocoa beans. Throughout

its history, whether as cocoa or drinking chocolate beverage orconfectionary treat, chocolate has been a much sought after food. The

drink was described as finely ground, soft, foamy, reddish, bitter with

chili 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

9. R. Januszewska (1999) Quality function

deployment in the chocolate industry

The aim of this study is to build a structured approach to food

development through the House of Quality model with application to

chocolate couverture. The final concept relates to filled (composite)

chocolate that, according to definition, is a chocolate with filling

(pralin) covered by chocolate couverture of not less than 15%. The

research procedure that consists of the five steps, was developed in

association with the House of Quality model. First, the market research

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was conducted to determine the segment of filled-chocolate consumers.

As a result, a target group of people between 20 and 29 years old was

found. Second, the behavioural motives of the consumers in the target

segment were analysed. Then product objective specifications were

established through physico-chemical and instrumental methods.

Finally, sensory analyses were performed involving both consumer and

trained panels. A few significant correlations between instrumental and

sensory scores were established.

10. Pamela L. Alreck, (1999) Strategies for building

consumer brand preference

The marketers principal objective is typically to build a relationship

with buyers, rather than merely to make a single sale. Ideally, the

essence of that relationship consists of a strong bond between the buyer

and the brand. Outlines six strategies for building that relationship:

linking the brand to a particular need; associating it with a pleasant

mood; appealing to subconscious motives; conditioning buyers to prefer

the brand through reward; penetrating perceptual and cognitive barriers

to create preference; and providing attractive models for buyers to

emulate. The choice of an individual strategy or combination depends

mainly on the nature of the branded product or service. The success of

the strategy depends heavily on the marketers understanding of the

preference building and bonding process.

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11. John Saunders (1997) on How Names Corporate

Add Value

Examines how corporate names add value to branded, fast-moving

consumer non-durable goods. Uses conjoint analysis to test

combinations of brand names, corporate names and prices of

confectionery countlines. The results show that both brand names and

corporate names add value although some add more value than others.

The market is price sensitive so pricing above a threshold level wipes

out much of the influence of corporate and brand names. The

sensitivities to names and price do not vary with the a priori segment

tested although natural clusters of customers show differences.

12. Ricardo Snchez (1997) on Descriptive analysis and

external preference mapping of powdered chocolate

milk

Appearance, texture and flavor descriptors were developed for

powdered chocolate milk. The influence of cocoa and gum

concentrations on these descriptors was studied using stepwise multiple

regression. Out of a total of 23 descriptors, four were non-significant.

For the significant descriptors, the percentage variance explained

ranged from 65 to 93%, with an average of 82%. Visual viscosity and

oral thickness were correlated with instrumental viscosity. Principal

component analysis showed appearance/texture was explained by four

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principal components, whilst aroma/flavor was one-dimensional and

depended on cocoa concentration alone. The circular ideal point model

was chosen to map consumers on the first two appearance/texture

principal components. For aroma/flavor, consumers were mapped on a

single dimension using an ideal point model.

13. R.K. Srivastava (1996) on Brand Extensions

India being a melting pot of cultures, offers a diversified market,

making it difficult for marketers to understand. The objective of this

study is to examine whether cross-cultural differences exist in consumer

perceptions of the various attributes in brand extensions. A survey was

conducted to study the impact of cultural differences on brand

extensions in the Indian scenario. There is variation in the responses of

consumers of various regions for Indian and Foreign brand preferences

as per this study. There also exists variation in response for influence of

culture and tradition on brand purchase region wise. Cultural

differences will exist in the rupee amount consumers would expect to

pay for each product/brand extensions in India. This could be due to

more analytical and income level of the region. With regards to colour,

it was found that it was dependent on region and cultures of the

respondents.

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14. George S. Yip (1993) on The World Chocolate

Confectionery Industry

Using the chocolate industry as a case in point, the authors show how to

analyze and take advantage of industry factors that either propel or

weaken the trend toward globalization

R.T. Marshall 1969 Factors Affecting Consumer

Preference for Chocolate-Flavored Milks

With the untrained panel method, consumer preference was evaluated

for chocolate-flavored milks containing zero, 2, and 3.5% milk fat with

9, 10, and 12% milk-solids-not-fat at each fat level. In processing the

milks, seven different cocoa powders were used. Organoleptic

evaluations an d viscosity measurements were made after two and four

days of storage at 4.4 C. There was a significantly greater preference for

2.0 and 3.5% milk fat containing milks at all levels of solids-not-fat

when compared with the zero per cent milk fat milks, but no significant

preference between the higher milk fat milks at any solids-not-fat

content. At zero per cent milk fat, preference increased significantly as

solids-not-fat increased.

NEEDS 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

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not agree on how learning takes place. How individuals learn is a matter

of interest to marketers.

The need of our 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.

OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior

towards Nestle and Cadbury chocolates. Objectives of the study are:

1. To compare the customer satisfaction level on the basis of

quality and taste of Cadbury India and Nestle.

2. To compare consumption pattern about price, packaging and

promotional stratergy.3. To find about suggestions of customers related to the

improvement of brand Cadbury and Nestle.

RESEARCH METHODOLOGY

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

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customers satisfaction regarding chocolates. In collecting requisite data

and information

A) Primary Data :

The primary data is collected on the basis of the survey method

with the help-

1. Questionnaires

2. Interviews

The number of questionnaires to be filled is hundred as topic is quite

subjective and target areas are fragmented into various groups of

students who are school and college going students. Thus the basic

purpose is to collect maximum information through these segments

areas.

B) Secondary Data:

The secondary data has been collected from books, magazines,

internet and other publications.

Sample size of survey1. Total coverage of this study is limited to a small portion of

the target audience of AGRA.

2. Sample size of the study is restricted to a 100 viewers only.

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PROPOSED PLAN OF STUDY

Chapter 1 Introduction

Chapter 2 Review of Literature

Chapter 3 Data Collection

Chapter 4 Interpretation & Analysis

Chapter 5 Conclusion

REFERENCES

Web Sites:

www.nestle.in

www.business-standard.com www.cadburyindia.com

www.managementparadise.com

www.google.com

Books: Marketing Management Philip Kotler

Research Methodology C.R. Kothari