Final Project Report

ST. ALOYSIUS COLLEGE(AUTONOMOUS)JABALPUR (M.P.)

A PROJECT REPORT ON CONSUMER PREFERENCE: A COMPARATIVE STUDY ON CADBURY AND NESTLE CHOCOLATES

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE FOR THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION ACADEMIC SESSION 2012-2013

SUBMITTED BY:MOHIT-YADAV B.B.A VI SEM ENROLMENT No. BD/10569

SUBMITTED TO:MRS. ANTHONIMA K ROBIN (DEPT. OF MANAGEMENT STUDIES)

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PREFACE

We are all consumers. We all think about buying things, we talk about buying things, and we buy and use things (things here implies products and services). We also use the things we buy to say something about ourselves to others and ourselves. We are what we have and possess (TUAN YI-FU 1980).

This project analyzes consumer behaviour pertaining to the consumer preferance towards Cadbury and Nestle chocolates. This project concerns with contextualizing the study of consumer behaviour regarding Consumer preferance: a comparative study on Cadbury and Nestle chocolates.

The project is made on the basis of information obtained from consumers (Students, civillians etc). via questionnaires observation and web. Keeping in mind all the dimensions of a research report, I would like to extend sincere apology for any shortcomings if present in this project.

- Mohit YadavB.B.A VI SEM

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ACKNOWLEDGEMENTSurvey is an excellent tool for learning and exploration. No classroom routine can substitute which is possible while working in real situations. Application of theoretical knowledge to practical situations is the bonanzas of this survey. Without a proper combination of inspection and perspiration, its not easy to achieve anything. There is always a sense of gratitude, which we express to others for the help and the needy services they render during the different phases of our lives. I too would like to do it as I really wish to express my gratitude toward all those who have been helpful to me directly or indirectly during the development of this project.

First of all I wish to express my profound gratitude and sincere thanks to my esteemed learned Principal Dr. Fr. G Azhan Arasu, who allowed me to conduct the survey.

I would like to thank my professor Mrs. Anthonima K Robinwho was always there to help and guide me when I needed help. Her perceptive criticism kept me working to make this project more full proof. I am thankful to her for her encouraging and valuable support. Working under her was an extremely knowledgeable and enriching experience for me. I am very thankful to her 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.

Submitted by :Mohit Yadav B.B.A VI SEM ST. ALOYSIUS COLLEGE3

DECLARATION

I, MOHIT YADAV student of B.B.A VI SEM of ST. ALOYSIUS COLLEGE, JBP.(M.P) 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 not been submitted to any other university or institution for the award of any degree or diploma. The information given in this project is true to the best of my knowledge.

- MOHIT YADAV B.B.A VI SEM

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TABLE OF CONTENTSPREFACE ACKNOWLEDGEMENT DECLARATION CERTIFICATE1. INDUSTRY PROFILE 2. COMPANY PROFILE 2.1 NESTLE 2.2 CADBURY 3. CONCEPTUAL STRATEGIES 4. PROJECT WORK 4.1 SCOPE OBJECTIVE & LIMITATIONS 4.2 RESEARCH METHODOLOGY (SAMPLE AREA & SIZE, SOURCE OF DATA) 4.3 DATA ANALYSIS (COMPARATIVE TABLES, CHARTS, CONCLUSIONS AND FIDINGS) 40-65 6-15 16-31 18-23 24-31 32-34 35-65 36-37 38-39

BIBLIOGRAPHY ANNEXURE5

1.INDUSTRY PROFILE

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

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Chocolate across EuropeAn 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 chocolateThe 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 eatingUp 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.

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.

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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. 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 chocolate the English further changed this to chocolate. The Aztecs regarded chocolate as an aphrodisiac and their emperor, Montezuma reputedly drank it fifty times a day from a golden goblet and is quoted as saying of xocolatl: the divine drink, which builds up resistance and fights fatigue. A cup of this precious drink permits a man to walk for a whole day without food

Chocolate in EuropeXocolatl! or chocolat or chocolate as it became known, was brought to Europe by Cortez, by this time the conquistadors had learned to make the drink more palatable to European tastes by mixing the ground roasted beans with sugar and vanilla ( a practice still continued today), thus offsetting the spicy bitterness of the brew the Aztecs drank. The first chocolate factories opened in Spain, where the dried fermented beans brought back from the new world by the Spanish treasure fleets were roasted and ground, and by the early 17th century chocolate powder from which the European version of the drink 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 ! 9

Within a few years, the cocoa beverage made from the powder produced in Spain had become popular throughout Europe, in the Spanish Netherlands, Italy, France, Germany and in about 1520 it arrived in England. The first chocolate house in England opened in London in 1657 followed rapidly by many others. Like the already well established coffee houses, they were used as clubs where the wealthy and business community met to smoke a clay pipe of tobacco, conduct business and socialize over a cup of chocolate.

Back to the AmericasEvents 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 QuakersThe 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

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be a natural progression for them to start making pure chocolate. They were also heavily involved in breakfast cereals but thats another story. What is certain is that the fry, row tree and Cadbury families in England among others, began chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol, England) is credited with producing and selling the worlds first chocolate bar. Frys have now all but disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle, to form the largest chocolate manufacturer in the world. Cadbury have stayed with chocolate production and are now, if not quite the largest, probably one of the best-known chocolate makers in the world.

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

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

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2. COMPANY PROFILE

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

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ChocolatesChocolates! Chocolates! Every body has a liking for them, be they in the form of bar Or a tiny little gem, Or shaped like a rectangle, Or a sphere, a brick or an clair. For chocolate lovers it is fun, To have them during rain, breeze or sun. They are white and brown in color, And taste sweet and bitter Some have them in a glass of cold coffee, or in the form of a toffee. Some eat them when they are sad Some relish them when they are happy or have sweet dreams, But I feel, to have chocolates We dont need a reason, Cause we can have it Anytime, any season!

2.1 Nestle India14

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

Nestle StoryNestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first product was Farine Lacte Nestl, an infant cereal specially formulated by Henri Nestl to provide and improve infant nutrition. From its first historic merger with the Anglo-Swiss Condensed Milk Company in 1905, Nestl has grown to become the worlds largest and most15

diversified food Company, and is about twice the size of its nearest competitor food and beverage sector.

in

the

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 Good Food, Good Life to people throughout their lives, throughout the world.

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

MILK PRODUCTS AND NUTRITION:NESTL EVERYDAY Dairy Whitener NESTL EVERYDAY Slim NESTL EVERYDAY Ghee

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NESTL MILKMAID NESTL Fresh 'n' Natural Dahi NESTL Fresh 'n' Natural Slim Dahi NESTL Jeera Raita NESTL MILKMAID Fruit yoghurt NESTL Milk NESTL Slim Milk

BEVERAGES:NESCAF CLASSIC NESCAF SUNRISE NESTL MILO NESCAF 3 in 1 NESCAF Koolerz

PREPARED DISHES AND COOKING AIDSMAGGI 2-MINUTE Noodles MAGGI Vegetable Atta Noodles MAGGI Dal Atta Noodles MAGGI Rice Noodles Mania MAGGI Sauces MAGGI Pizza Mazza MAGGI Healthy Soups 17

MAGGI Healthy Soup- Sanjeevni MAGGI MAGIC Cubes

CHOCOLATES & CONFECTIONARYNESTL 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

NESTLE KITKAT

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are crisp wafer fingers covered with choco layer. NESTL KIT KAT has a unique finger format with a breaking' ritual attached to it. NESTL KIT KAT is one of the most successful brands in the world and every year over 12 billion NESTL KIT KAT fingers are consumed around the globe.

NESTLE MUNCH

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

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

NESTLE BAR-ONE

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

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

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2.2 CADBURY

How Cadbury Chocolate is made

John Cadbury

Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today's standards this chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for public tastes.

There was a great deal of competition from continental manufacturers, not only the French,but also the Swiss, renowned for their milk chocolate.

Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. A considerable amount of time and money was spent on research and on new plant designed to produce the chocolate in larger quantities. A recipe was formulated incorporating fresh milk, and production processes were developed to produce a milk chocolate 'not merely as good as, but better than' the imported milk chocolate'. Four years of hard work were invested in the project and in 1905 what was to be Cadbury's top selling brand was launched.

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Three names were considered: Jersey, Highland Milk and Dairy Maid. Dairy Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour and smooth creamy texture, was ready to challenge the Swiss domination of the milk chocolate market. By 1913 Dairy Milk had become the company's best selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever since.

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

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.22

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

CADBURY WORLD WIDECadbury is the world's largest confectionery company and have a strong regional presence in beverages in the Americas and Australia. With origins stretching back over 200 years, today their products - which include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost every country around the world. We employ around 60,00 people.

Their heritage starts back in 1783 when Jacob Schweppe perfected his process for manufacturing carbonated mineral water in Geneva, Switzerland.

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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 CANDY Halls

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CHOCOLATES Dairy Milk 5 Star Perk Celebrations Temptation Eclairs Gems DAIRY MILK

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

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5 STAR

the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves from strength to strength every year by increasing its user base.

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

Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers.With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible 26

CELEBRATIONS

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry- fruits during festive seasons.

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

TEMPTATION

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Cadbury flavours

Temptations

is

a

range

of

delicious

premium

chocolate

in

five

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

and Old Jamaica.

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3. CONCEPTUAL STRATEGIES

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INTRODUCTIONIn 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 Jabalpur . 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.

CONSUMER PREFERENCEAll 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.

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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.

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4. PROJECT WORK

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4.1(A) SCOPE OF THE STUDYAs 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 leaving behind the others. The scope of my study is also restricts itself to Jabalpur region only.

(B) OBJECTIVES OF THE STUDYThis 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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(C) LIMITATIONS OF THE STUDYIn attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project. The main limitations are as follows:

Due to limitation of time only few people were selected for the study. So the sample of consumers was not enough to generalize the findings of the study. The main source of data for the study was primary data with the help of 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.

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

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 , Area 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. In collecting requisite data and information regarding the topic selected, I collected the data at the college campus and near neighborhood.

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.35

Data Collection:The data, which is collected for the purpose of study, is divided into 2 bases: Primary Source: The primary data comprises information survey of Comparative study of consumer behavior towards Nestle and Cadbury chocolates. The data has been collected directly from respondent with the help of structured questionnaires. Secondary Source: The secondary data was collected from internet, References from Library.

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

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4.3 ANALYSIS OF THE STUDYLIKING FOR THE CHOCOLATESTable:1 Liking for the Chocolate Number of Respondents Yes 95 No 5

Liking For the Chocolate

100 90 80 70 60 50 40 30 20 10 0

95

Number of Persons

Yes No

5Response 1

Chart:1

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

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DIFFERENT AGE GROUPSTable:2AGE GROUPS NUMBER OF RESPONDENTS 0-10 14 10-20 42 20-30 33 ABOVE 30 11

AGE GROUPSNUMBER OF RESPONDENTS 50 40 30 20 10 0 42 330-10

14

11 1

10 to 20 20 to 30 Above 30

AGE GROUPS

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

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PREFERENCE ACCORDING TO AGE GROUPSTable:3AGE GROUPS

BRANDS CADBURY NESTLE NO CONSUMTION

0-10 7 5 2

10-20 35 6 1

20-30 24 8 1

ABOVE 30 5 5 1

PREFERENCE ACCORDING TO AGE GROUPSNUMBER OF CONSUMERS

45 40 35 30 25 20 15 10 5 0

1 6 1 8 35 2 5 7 0-10 10 to 20 24 1 5 5 Above 30NONE NESTLE CADBURY

AGE GROUPS Chart:3 According to the above analysis it is concluded that people of different age groups prefer mostly Cadbury brand of chocolate while Nestle brand is least preferred by the age group between 10-20. People of age group above 30 equally likes to have both brands.

20 to 30

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BRAND PREFERENCETable:4BRANDS CADBURY NESTLE

PREFERENCE BY CONSUMERS73 22

Brand Preference

80 70 60 50 40 30 20 10 0

73Cadbury

No. of Persons

22

Nestle

1 Chocolate Brands

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.

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PURCHASE OF CHOCOLATES PURCHASE OF CADBURY CHOCOLATESTable:5CADBURY CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTS 69 64 61 49 41Cadbury chocolates Purchased By People

DAIRY MILK5 STAR PERK CELEBRATIONS TEMPTATIONS

80 70 60 50 40 30 20 10 0

Number of Persons

69

64

61 49

41

1 Sub-brands of Cadbury Chocolate

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Chart:5

41

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

PURCHASE OF NESTLE CHOCOLATESTable:6 NESTLE CHOCOLATES SUB- BRANDS KIT KAT MUNCH MILKY BAR BAR- ONE MILK CHOCOLATE NUMBER OF RESPONDANTS 17 19 18 16 11

42

Nestle chocolates Purchased by People

20 18 16 14 12 10 8 6 4 2 0

19 17

18 15 11

Number of Persons

Sub-brands of Nestle ChocolatesKit Kat Munch Milky Bar Bar-One Milk Chocolate

Chart:6 From the above analysis of given sample of 22 respondents who eat Nestle chocolates it is concluded that mostly all sub-brands are purchased by people but top most is Munch followed by Milky Bar and Kit Kat. While surveying we have found that many people are not aware of Milk Chocolate.

OVERALL PURCHASE OF CHOCOLATESTable:7 OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES SUB-BRANDS DAIRY MILK 5 STAR PERK CELEBRATIONS TEMPTATIONS PERCENTAGE OF PURCHASE 13 12 11 9 743

KIT KAT MUNCH MILKY BAR BAR ONE MILK CHOCOLATE

10 11 11 9 7

Sub-brands of Chocolates purchased By People

Dairy Milk

7% 9% 11% 11% 10%

13% 12% 11% 7% 9%

5 Star Perk Celebrations Temptation Kit Kat Munch Milky Bar

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 CHOCOLATESTable: 8 CADBURY CHOCOLATES SUB- BRANDS GRAND TOTAL OF PREFERENCE DAIRY MILK 315 AVERAGE (GRAND TOTAL / No. OF RESPONDANTS) 4.3 1 RANKS

44

5 STAR PERK CELEBRATIONS TEMPTATION

220 176 136 91

3 2.4 1.86 1.24

2 3 4 5

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 AVERAGE (GRAND TOTAL / No. OF RANKS

PREFERENCE RESPONDANTS) KIT KAT MUNCH MILKY BAR BAR-ONE MILK CHOCOLATEAccording to the above analysis it is concluded that in Nestle Brand, Munch is the most preferred subbrand as it is ranked first by the respondents. While Milk Chocolate is the least preferred sub-brand of Cadbury chocolates.

70 64 65 45 30

3.18 2.9 2.95 2.05 1.36

1 3 2 4 5

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INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCETable :10FACTORS GRAND TOTAL 435 295 391 344 301 354 344 297 268 342 AVERAGE 4.58 3.1 4.12 3.62 3.17 3.73 3.62 3.13 2.82 3.6 RANK 1 9 2 4 7 3 4 8 10 6

FLAVOR/TASTEPRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY

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.

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INFLUENCING FACTOR DURING PURCHASE OF CADBURY CHOCOLATES

Table:11 FACTORS GRAND TOTAL 335 235 307 277 231 271 262 224 213 262 AVERAGE 4.6 3.2 4.2 3.79 3.16 3.71 3.59 3.07 2.92 3.59 RANK 1 7 2 3 8 4 5 9 10 5

FLAVOR/TASTEPRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE

QUANTITY

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.

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INFLUENCING FACTORS DURING PURCHASE OF NESTLE CHOCOLATES

Table:12 FACTORS GRAND TOTAL 100 60 84 67 70 83 82 73 55 80 AVERAGE 4.5 2.72 3.82 3.04 3.18 3.77 3.73 3.32 2.5 3.64 RANK 1 5 2 9 8 3 4 7 10 6

FLAVOR/TASTEPRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY

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 OVERALLTable:13FACTORS GRAND TOTAL 427 337 367 338 332 358 328 332 335 328 AVERAGE 4.81 3.6 3.86 3.56 3.49 3.77 3.45 3.49 3.52 3.45

RANK1 4 2 5 7 3 9 7 6 9

FLAVOR/TASTEPRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE

QUANTITY

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.

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IN CADBURY CHOCOLATE

Table:14FACTORS GRAND TOTAL 334 269 282 272 264 282 247 259 258 255 AVERAGE 4.6 3.68 3.86 3.73 3.62 3.86 3.38 3.55 3.53 3.49 RANK 1 5 2 4 6 2 10 7 8 9

FLAVOR/TASTEPRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY

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

50

IN NESTLE CHOCOLATE

Table:15FACTORS GRAND TOTAL 93 68 85 66 68 76 81 73 77 73 AVERAGE 4.2 3.09 3.86 3 3.09 3.45 3.68 3.32 3.5 3.32 RANK 1 8 2 10 8 5 3 6 4 6

FLAVOR/TASTEPRICE QUALITY PACKAGING FORM BRAND IMAGE COLOR SHAPE QUANTITY

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

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FORM PREFERENCE

Table:16

FORM OF CHOCOLATE HARD NUTTIES CRUNCHY CHEW

NUMBER OF RESONDENTS 33 25 29 20

Form of a Chocolate Prefered by People

Number of Consumers

35 30 25 20 15 10 5 0

33 25

29 20

HARD NUTTIES CRUNCHY CHEW

1 Forms

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

52

PACK OF CHOCOLATES PREFEREDTable:17 PACK SIZE SMALL BIG FAMILY PACK NUMBER OF RESPONDENTS 28 48 19

Pack of Chocolate Prefered

Number of Consumers

60 50 40 30 20 10 0

48SMALL

28 19

BIG FAMILY PACK

1 Pack

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.

53

PROMOTIONAL OFFERSTable:18 PROMOTIONAL OFFERS FREE GIFTS PRICE OFFER ANY OTHER NUMBER OF RESPONDENTS 52 23 20

Effect of Promotional Offers while Purchase

Number of Consumers

60 50 40 30 20 10 0

52FREE GIFTS

23

20

PRICE OFFER ANY OTHER

Promotional Offers 1

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

54

FACTORS AFFECTING PURCHASETable:19 FACTORS NUMBER OF RESPONDENTS ADVERTISEMENT SUGGESTION FROM FRIENDS AND RELATIVES ATTRACTIVE DISPLAY DOCTORS ADVICE BRAND AMBASSADORS INGREDIENTS 11 15 9 25 65 16

Factors Affecting Purchase Number of Consumers

70 60 50 40 30 20 10 0

65

ADVERTISEMENT

16

25 11 15 9

SUGGESTION FROM FRIENDS AND RELATIVES ATTRACTIVE DISPLAY

DOCTOR'S ADVICE

1 Factors

BRAND AMBASSDORS

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.

55

MEDIA OF ADVERTISEMENTTable:20 MEDIA OF ADVERTISEMENT TELEVISION NEWSPAPERS BROCHURES HOARDING DISPLAY NUMBER OF RESPONDENTS 82 7 3 4 15Media of Advertisement influencing the Purchase

90 80 70 60 50 40 30 20 10 0

Number of Customers

82Television Newspapers Brochers Hoarding

7

15 3 1 4

Display

Media Of Advertising

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

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FREQUENCY OF CONSUMPTIONTable:21 FREQUENCY OF CONSUMPTION ONCE IN A FORTNIGHT DAILY WEEKLY MONTHLY QUARTERLY NUMBER OF RESPONDENTS 16 17 39 18 5Frequency of Consumption

45 40 35 30 25 20 15 10 5 0

Number of Consumers

39

16

17

18

Once in a fortnight Daily

5 1Frequency

Weekly Monthly Quarterly

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

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REASONABLE PRICETable:22 PRICE OF CHOCOLATE BELOW 5 5-10 10-20 20-30 ABOVE 30 NUMBER OF RESPONDENTS 6 23 51 4 11

Reasonable Price

Number of Consumers

60 50 40 30 20 10 0

51 23 6 1 Price 4 11

Below5 5 to 10 10 to 20 20 to 30 Above 30

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.

58

CONSUMERS BRAND LOYALTYTable:23 BRAND LOYALTY ACTIONS POSTPONE YOUR PURCHASE SWITCH OVER TO OTHER BRANDS GO TO OTHER SHOP FOR SEARCH OF PREFERED BRAND NUMBER OF RESPONDENTS 26 24 45

Brand LoyaltyNumber of consumers

50 45 40 35 30 25 20 15 10 5 0

45Postpone Purchase

26

24

Switch Brand Search in other Shop

1 Action of Consumers in absence of Prefered Brand

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

59

REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCEDTable:24 SHIFT TO NEW BRAND OF THE PREFERED PRODUCT NO, NOT AT ALL MAY CONSIDER NO, SHALL NOT CANT SAY 35 27 4 29 NUMBER OF RESPONDENTS

Reaction of consumers if new brand is introduced40 35 30 25 20 15 10 5 035 27 29No, Not at all May Consider Shall Not Can't Say

Number of Consumers

4 1

Reactions

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

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REASONS FOR NOT SWITCHING OVER TO OTHER BRANDSAll 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

FINDINGS CONSUMER RESEARCH: Consumer research deals with consumer and their problems and solution to the problems. In this I came to know about the consumers need and expectation levels regarding products and ascertainable levels of consumer satisfaction. PRODUCT RESEARCH: Under product research I came to know about the modification which consumers wants as to the quality, packing, shape, color, and 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.61

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

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

62

BIBLIOGRAHY http://www.cadburyindia.com http://www.nestle.com 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

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ANNEXURE

64

QUESTIONNAIREPROJECT 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

CelebrationsTemptation

Bar-OneMilk Chocolate

65

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

Cadbury

Nestle

Dairy Milk

Kit Kat

5Star

Munch

Perk

Milky Bar

CelebrationsTemptation

Bar-OneMilk Chocolate

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

Factors

Very Important

Important

Normal

Least Important

None

Flavor/taste Price Quality Packaging Form Brand 66

Image Color Shape Quantity

Que6. How much are you satisfied with the following factors in your preferred chocolate? (Tick in the desired column) Factors Very Satisfied Satisfied Normal Least Satisfied Cant Say

Flavor/taste Price Quality Packaging Form Brand Image Color Shape Quantity

Que7. Which form of a chocolate do you like?

HardCrunchy

NuttiesChew

Que8. What pack do you purchase? 67

Small

Big

Family Pack

Que9. Which promotional offers attract you most? Free gifts Price Offer Any other

Que10.Which of these factors affect your purchase? Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors Ingredients

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

Hoarding

Display

68

Que12. How frequently do you purchase chocolates? Once in a fortnight Weekly Quarterly Daily Monthly

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 stop buying this brand and buy the new brand? No, not at all I may consider

No, I shall not

cant say

69

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 Between 20-30 Gender: Phone Number: Marital status: Education: Profession: Between10-20 Above 30

THANKS

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