Product vs Price Chocolet

7/31/2019 Product vs Price Chocolet

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INTRODUCTION

The market survey conducted by us on Chocolate as a part of our course

curriculum provides us with in depth understanding of how the market

(i.e.) consumers behave towards the various brands of chocolates.

This helped in getting the detailed knowledge of various tool and

techniques used by the marketing researchers. And while undergoing this

research model we have also seen the real endeavourer that goes on in the

present competitive market situations. The buying perception of the

ultimate consumers and customers was also of the paramount importance

with the regard of study registered.

CADBURY

Cadbury is a beverage and confectionary company with its headquarters

in London, United Kingdom, and is the world's largest confectionery

manufacturer. The company founded in 1824, was originally called

Cadbury Schweepes but was renamed Cadbury. Cadbury is the market

leader with 72% market share.

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NESTLE

NESTLE is a multinational packaged food company founded and

headquartered in Vevey, Switzerland. It originated in a 1905 merger of

the Anglo-Swiss Milk Company for milk products. Nestle stands 2nd

inthe market share, lead by Cadbury.

AMUL

AMUL (Anand Milk Union Limited), formed in 1946, is a dairy

cooperative movement in India. It is a brand name managed by an apex

cooperative organisation, Gujarat Co-operative Milk Marketing

Federation Ltd. Amul is the largest food brand in India and world's

Largest Pouched Milk Brand.

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OBJECTIVES

The purpose behind the research was to figure out the consumer

buying behavior in case of Chocolates.

The research was carried out in 3 segments to get an overview of

different preference across different sectors.

The research was conducted to know the most popular brand of

chocolates.

The research was also conducted to know the prefences of customers

while purchasing a chocolate.

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Executive Summary

From the survey conducted on chocolates through specially designed

questionnaires it is found that there are consumers of different profiles in

the market generally fall in the following age bracket 10-20, 21-30, 30and above. Based on the survey, we find following information

A sample size of 60 was taken and primary research was done in

the CSKM school, EMPI B- school and Saket market.

The sample population consisted to 3 broad segments

School going students between 10-20 yrs.

College going adults between 21-30 yrs.

Working Professionals above 30

Cadbury is the most popular brand followed by Nestle which is at

second position.

The inference drawn from these given diagrams of age group10-20

illustrates various facts about the preferences of the respondents

below20. Most of the respondents of this group buy chocolate once

a day and like to prefer the extra large size the most. Respondents

preferably buy it from local grocery shops. Kind of chocolate does

not matter much for respondents of this group. The most importantinference drawn from it is this that most of the respondents are

aware of the fact that chocolates are good only if they are eaten

properly.

The inference given from these upper given diagrams is that all

respondents of the age group 20-30 like chocolate. Most of the

respondents buy chocolate once a day and brand here matters a lot.

Major portion of respondents buy chocolates from local grocery

shops and they like to purchase medium size chocolate.

Dark chocolate is preferred over other kinds of chocolates. Themost interestinf fact that has come out from it is that half of the

respondents think that chocolate is good if eaten properly and rest

half dont care they just eat.

The inference drawn from the given diagram says that all

respondents like chocolates and they often buy chocolates and they

feel that its good if eaten well. Cadbury is the preferred brand and

they buy more from local grocery shops.

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RESEARCH DESIGN

SAMPLING AND ITS CHARACTERISTICS

This is one of the most important section of this report as it containsdescriptions of the sampling units in terms of their geographical

locations, socio-economic profile and other possible regulated details

related to the sample used in the market research.

SAMPLING PLAN:-- As far as this sampling plan is concerned,

every possible kind of consumer is covered to get the broad

prospective of the research. The information was gathered from a

sample drawn from distinct segments of the consumers divided into

following brackets:-

School going students

College going adults

Working professionals.

SAMPLING MEDIA:-- The information regarding the market

research and study of chocolates has been gathered personally

using specially designed questionnaires using various kinds of

questions. For example, close end dichotomy questions, multiple

choice questions, ranking questions.

Sample Size:-- 60School going students20

College going adults --- 20

Working professionals--- 20

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CHOCOLATE PRODUCTION

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 hybrids and 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.

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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.

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

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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, 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 to20% 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.

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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.

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.

PRODUCTS VS. PRICE

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Cadbury Celebrations - Cashew Magic

Cadbury Nuts Butterscotch

Approximate Price ` 599*

Cadbury Nuttis 1 box

Approximate Price ` 200*

Amul Chocolate 10
http://www.naaptol.com/chocolates/cadbury-celebrations---cashew-magic/P/829065.htmlhttp://www.naaptol.com/chocolates/cadbury-nuts-butterscotch/P/707762.htmlhttp://www.naaptol.com/chocolates/cadbury-nuttis-1-box/P/710435.htmlhttp://www.naaptol.com/chocolates/cadbury-nuttis-1-box/P/710435.htmlhttp://www.naaptol.com/chocolates/cadbury-nuts-butterscotch/P/707762.htmlhttp://www.naaptol.com/chocolates/cadbury-celebrations---cashew-magic/P/829065.htmlhttp://www.naaptol.com/chocolates/cadbury-celebrations---cashew-magic/P/829065.htmlhttp://www.naaptol.com/chocolates/cadbury-nuts-butterscotch/P/707762.htmlhttp://www.naaptol.com/chocolates/cadbury-nuttis-1-box/P/710435.html


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ProductName

Amul Chocolate

Description Amul chocolates are made with goodness ofrich creamy milk & delicious cocoa.

Packing

Milk Chocolate 12g, 22g, 35g

Fundoo Milk Chocolate 12g, 30g

Dark Chocolate 35g

Fruit & Nut 40g, 2x150g

Almondbar 35g

DATA ANALYSIS AND INTERPRETATION

DIFFERENT AGE GROUPS

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Table:2

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

NUMBER OF

RESPONDENTS

14 42 33 11

AGE GROUPS

14

4233

11

0

1020

3040

50

1

AGE GROUPS

N

UMBEROF

RE

SPONDENTS

0-10

10 to 20

20 to 30Above 30

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

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Table:3

AGE GROUPS

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

CADBURY 7 35 24 5

NESTLE 5 6 8 5NO CONSUMTION 2 1 1 1

PREFERENCE ACCORDING TO AGE

GROUPS

7

35

24

5

5

6

8

5

2

1

1

1

0

5

10

15

20

2530

35

40

45

0-10 10 to

20

20 to

30

Above

30

AGE GROUPS

NUMBEROFCONSUMERS

NONE

NESTLE

CADBURY

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.

BRAND PREFERENCE

Table:4

BRANDS PREFERENCE BY CONSUMERS

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CADBURY 73

NESTLE 22

Brand Preference

73

22

0

20

40

60

80

1Chocolate Brands

No.ofPerson

Cadbury

Nestle

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

CADBURY CHOCOLATES

SUB- BRANDS NUMBER OF RESPONDANTS

DAIRY MILK 69

5 STAR 64

PERK 61

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CELEBRATIONS 49

TEMPTATIONS 41

Cadbury chocolates Purchased By People

6964 61

4941

0

20

40

60

80

1Sub-brands of Cadbury Chocolate

NumberofPersons

Dairy Milk 5 Star Perk Celebrations Temptation

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 Temptation is least purchased by the people.

PURCHASE OF NESTLE CHOCOLATES

Table:6

NESTLE CHOCOLATESSUB- BRANDS NUMBER OF RESPONDANTS

KIT KAT 17

MUNCH 19

MILKY BAR 18

BAR- ONE 16

MILK CHOCOLATE 11

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Nestle chocolates Purchased by People

17

1918

15

11

0

2

4

6

8

10

12

14

1618

20

Sub-brands of Nestle Chocolates

NumberofPersons

Kit 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 CHOCOLATES

Table:7

OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES

SUB-BRANDS PERCENTAGE OF PURCHASEDAIRY MILK 13

5 STAR 12

PERK 11

CELEBRATIONS 9

TEMPTATIONS 7

KIT KAT 10

MUNCH 11

MILKY BAR 11

BAR ONE 9

MILK CHOCOLATE 7

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Sub-brands of Chocolates purchased By People

13%

12%

11%

9%7%10%

11%

11%

9%7%

Dairy Milk

5 Star

Perk

CelebrationsTemptation

Kit Kat

Munch

Milky Bar

Bar-One

Milk Chocolate

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 1

5 STAR 220 3 2

PERK 176 2.4 3CELEBRATIONS 136 1.86 4

TEMPTATION 91 1.24 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.

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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 3

MILKY BAR 65 2.95 2

BAR-ONE 45 2.05 4

MILK

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/TASTE 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 10QUANTITY 342 3.6 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. It is surprised to know

that very few people are influenced by price followed by shape of the chocolate.

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INFLUENCING FACTORS DURING PURCHASE OF CADBURY

CHOCOLATES

Table:11



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

QUANTITY 262 3.59 5


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

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PRICE 60 2.72 5

QUALITY 84 3.82 2

PACKAGING 67 3.04 9

FORM 70 3.18 8BRAND 83 3.77 3

IMAGE 82 3.73 4

COLOR 73 3.32 7

SHAPE 55 2.5 10

QUANTITY 80 3.64 6


influenced by flavor/taste followed by quality, brand and image. Here packaging and

shape are not all influencing people while purchasing Nestle chocolates.

FACTORS GIVING MOST SATISFACTION TO CONSUMERS

OVERALL

Table:13



PRICE 337 3.6 4

QUALITY 367 3.86 2


FORM 332 3.49 7

BRAND 358 3.77 3

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IMAGE 328 3.45 9

COLOR 332 3.49 7

SHAPE 335 3.52 6

QUANTITY 328 3.45 9

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



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


satisfied with the flavor/taste of a chocolate followed by quality and brand. It is


the quantity and image.

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IN NESTLE CHOCOLATE

Table:15



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


satisfied with the flavor/taste of a chocolate followed by quality and image. It is


the form and packaging.

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FORM PREFERENCE

Table:16

FORM OF CHOCOLATE NUMBER OF

RESONDENTS

HARD 33

NUTTIES 25

CRUNCHY 29

CHEW 20

Form of a Chocolate Prefered by People

33

25

29

20

0

10

2030

40

1Forms

Numberof

Consume

rs HARD

NUTTIES

CRUNCHY

CHEW

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.

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PACK OF CHOCOLATES PREFERED

Table:17

PACK SIZE NUMBER OF RESPONDENTS

SMALL 28

BIG 48

FAMILY PACK 19

Pack of Chocolate Prefered

28

48

19

0

10

20

30

40

50

60

1Pack

Numberof

Consumers

SMALL

BIG

FAMILY 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.

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PROMOTIONAL OFFERS

Table:18

PROMOTIONAL OFFERS NUMBER OF RESPONDENTSFREE GIFTS 52

PRICE OFFER 23

ANY OTHER 20

Effect of Promotional Offers while

Purchase

52

23 20

0

10

20

30

40

50

60

1Promotional OffersNumberofConsum

ers

FREE GIFTS

PRICE OFFER

ANY OTHER

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.

FACTORS AFFECTING PURCHASE

Table:19

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FACTORS NUMBER OF

RESPONDENTS

ADVERTISEMENT 65

SUGGESTION FROM FRIENDS AND

RELATIVES

16

ATTRACTIVE DISPLAY 11

DOCTORS ADVICE 15

BRAND AMBASSADORS 9

INGREDIENTS 25

Factors Affecting Purchase

65

16 11 15 9

25

0

20

40

60

80

1Factors

NumberofConsum

ers

ADVERTISEMENT

SUGGESTION

FROM FRIENDSAND RELATIVES

ATTRACTIVE

DISPLAY

DOCTOR'S

ADVICE

BRAND

AMBASSDORS

INGREDIENTS

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 7

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BROCHURES 3

HOARDING 4

DISPLAY 15

Media of Advertisement influencing the Purchase

82

7 3 415

0

20

40

60

80

100

1Media Of Advertising

NumberofCustomers

Television

Newspapers

Brochers

Hoarding

Display

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.

FREQUENCY OF CONSUMPTION

Table:21

FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS

ONCE IN A FORTNIGHT 16

DAILY 17

WEEKLY 39

MONTHLY 18

QUARTERLY 5

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Frequency of Consumption

16 17

39

18

5

0

10

20

3040

50

1Frequency

Numberof

Consumers Once in a

fortnightDaily

Weekly

Monthly

Quarterly

Chart:13According 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

PRICE OF CHOCOLATE NUMBER OF RESPONDENTS

BELOW 5 6

5-10 23

10-20 51

20-30 4

ABOVE 30 11

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Reasonable Price

6

23

51

411

010

203040

50

60

1Price

Number

of

Consume

rs Below5

5 to 1010 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.

CONSUMERS BRAND LOYALTY

Table:23

BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS

POSTPONE YOUR PURCHASE 26

SWITCH OVER TO OTHER

BRANDS

24

GO TO OTHER SHOP FOR SEARCH

OF PREFERED BRAND

45

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Brand Loyalty

26 24

45

0

10

20

3040

50

1Action of Consumers inabsence of Prefered Brand

Numberofconsumer

Postpone Purchase

Switch Brand

Search in other

Shop

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.

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 35

MAY CONSIDER 27

NO, SHALL NOT 4

CANT SAY 29

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Reaction of consumers if new brand

is introduced

35

27

4

29

0

10

20

30

40

1 Reactions

NumberofConsumers

No, Not at all

May Consider

Shall Not

Can't Say

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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SUGGESTIONS

SUGGESTIONS

A detail study of the A survey project Report on Products Vs.

Price Chocolet was done. Some important suggestions are as follows:

1. Dealers should keep chocolates in cold storage in summers, and try

to save chocolates from sun light as they melt in hot place, which

will ultimately affect the buying behavior of consumer if he/she not

feel satisfied.

2. The chocolates whose expiry dates goes off should be replaced at

once and fresh stock should be offered.

3. The retailers and distributors must be provided Dispensers and

companys freezers or defreezers for storing chocolates, so that

they can offer good quality chocolates to consumers

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4. In Yamuna Nagar there is a scarcity of foreign chocolates. Here

some of customers are ready to pay premium prices but due to non

availability they have to satisfy with available brands.

FINDINGS

The findings of the study of consumer are buying behavior in chocolates

states among all the three to brands i.e. Cadbury, Nestle and Amul. The

brand at first place is Cadbury, the Nestle (2nd) and last is Amul. Among

all these three Cadbury is having the largest market share i.e. 40%, Nestle

35% and Amul 25%. Among all these Brands Cadbury is the only

company offering largest number of brands in chocolates i.e. 6 (only for

milk chocolate bars). As compared to Cadbury Nestle Company is having

2 brands and Amul is with 4 brands of chocolates.

The buying behavior of consumer for different brands of milk

chocolate bars is effected by various factors like price, taste,

packaging, brand etc. as shown in Analysis and Interpretation part,

in the form of group correlation.

With the help of t-test it has also been proved that more than 60%

of consumers consume milk chocolate bars more than once in a

week. It has been calculated for all the three brands separately

which has been taken in the study.

If there will be change in price level of milk chocolate bars, then it

will affect the buying behavior of consumers and this finding has

been proved with the help of Chi-Square Test (2).

The most important factor which consumers consider while

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purchasing any milk chocolate bars is Taste of that chocolate. They

give preference to other factors also, but most important thing is

taste.

The buying behavior of consumers is also affected by the different

type of advertisements. And the most influencing media is

electronic media, and from reference group friends are at most

influencing position.

Quality is the most important factor which consumers consider

while switching over to any other brand of milk chocolate bars.

Consumers of Yamuna Nagar are more attracted towards the

foreign brands like Cadbury and Nestle and demand that more

number of foreign milk chocolate bars should be available in the

market, like some milk chocolate bars brands of Swiss and French

chocolates. As this thing shows that consumer of Yamuna Nagar

are more satisfied with the foreign brands and hence demand more

of it. But brands like Amul are not able to get proper place in the

market in spite that good advertisement is being done by Amul

also.

One another finding of the research is that consumers of milk

chocolate bars of Yamuna Nagar are quite hesitant towards the use

of unfamiliar brands, whose advertisement they do not see on

different type medias.

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Conclusion

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ConclusionEvery research activity ends with some conclusion and same happens

with this report also. By analyzing the collected data the conclusion

which is arrived is as follows:

Foreign Brands like Cadbury and Nestle has an edge over Indian

brand like Amul. Which is calculate as with the help Likert scale

And the Value comes out for Cadbury brand is 144 . But if we talk

about Nestle Brand the value comes out is 125. And for Amul this

value comes out to be 90. Which grades foreign brands to be

Higher as compare to Indian brand of milk chocolate bar.

Another conclusion of the study is that change in price has a

substantial effect on the buying behavior of consumer for milk

chocolate bars as the calculated value in Chi-Square test was .

437and the table value comes out to be 15.58 which shows that

calculated value is lesser than table value, hence the null

hypothesis is selected that there is positive relation between change

in price level and purchasing decision of the consumers for milk

chocolate bars.

Different factors like Price, Taste , Brand Name , Packaging have

an influencing effect on the buying behavior of consumers for milk

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chocolate bars as shown with the help of Group Correlation tool in

which the correlation comes out to be Positive, this means that the

null hypothesis is selected and there is correlation between various

influencing factors like price, taste, packaging, brand name etc. on

buying behavior of consumers for milk chocolate bars.

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Annexure

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QuestionnaireOn

Buying behavior of consumer for

Milk chocolate bar of age group

18-25

With special reference to 3companies i.e.

Cadbury, Nestle and Amul

Q1. Which companies chocolate do you purchase? Please rank them according to your

preference.

Cadbury Nestle

Amul

RANK 1

RANK 2

RANK 3

RANK 4

RANK 5

Q2. What is your pattern of consumption?

More than one per day DailyOne

3-4 Chocolate per week

Weekly Rarely

Q3. You purchase same chocolate every time

Strongly Agree Agree

Neutral

Disagree Strongly

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Disagree

Q4. Which factor you consider the most while purchasing the chocolate?

Price Taste

BrandPackaging

Other

Q5. What extent of price tag influences your purchase decision of chocolate?

High High Average Average

Low Average Low

Q6. Which mode of advertisement influence you most to buy a particular chocolate?

Magazine _______

Newspaper _______ Radio _______ Television _______ Other _______

Q7. Which reference group influence you most to buy a particular chocolate?

Friends _______

Family _______ Retailer _______ Celebrity _______

Other _______

Q8. You consider manufacturing and expiry date while buying any chocolate________

Strongly agree Agree

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Neutral

Disagree Strongly Disagree

Q9. If you switch over to another brand of chocolate then what factor you consider?

Price Quality Brand Name

Advertisement and Reference group Taste

Q10. Are you satisfy with the present brand of chocolate in Yamuna Nagar_______

Strongly Satisfy Satisfy

Neutral

Dissatisfy Strongly

Dissatisfy

Q11. What is your suggestion for the improvement of your preferred chocolate brand?

42

Name of the consumer ____________________________________

Age ____________________________________

Sex ____________________________________


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BIBLOGRAPHY

BOOKS

Marketing Management - Kotler Philip (1st editionreprint)

o Chapter 7, Page 183

Marketing Research Donald T.S (6th edition), Page 49

Marketing Research Beri G.C (3rd edition), Page 79

Marketing Research Boyd H.W (7th edition)

Research Methods Donald C.R (8th edition), Page 120

MAGAZINES & JOUNALS

Advertising Express- February 2006, Traditional Mass

Media, By K.Suresh, Page 35

Marketing Mastermind March 2006, Advertising Reaction

,By Barada Prasad Panigrhy, Research Associate , ICFAI

Centre, Page 36

Indian Journal of Marketing March 2006, Article By

Dr.Banusmathy, Page 31

Websites

www.amul.com

www.nestle.com

www.cadburyindia.com

www.consumerpsychology.com

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www.altavist.com

Product vs Price Chocolet

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