INDEX

SR. NO. CONTENTS PAGE NO.

1. 2. 3. 4. 5. 6. 7.

OVERVIEW OF ORGANIZATION RESEARCH METHODOLOGY FINDINGS SUGGESTIONS CONCLUSION REFERENCE APPENDIX

8-10 11-21 22-37 40 40 41 42-43

INTRODUCTION
In this research I have surveyed 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 Mumbai. 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 PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from where to purchase, and how much to purchase. In order to become a successful marketer, he must know the liking or disliking of the customers. He must also know the Time and the quantity of 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. 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 2

product promotion it is very necessary to depart its concentration towards consumer preference.

SCOPE 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 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 marketer s objectives. The scope of our study restricts itself to the analysis of consumer preferences, perception and consumption of Cadbury and Nestle Chocolates. The scope of our study is also restricts itself to DELHI region only.

OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior towards Nestle and Cadbury chocolates. Objectives of the study are: The other objective is to know about the customer satisfaction level associated with the product and the customer preference level. To increase customer satisfaction and recapture the market share by fulfilling the customer needs. To study the factors affecting the consumption pattern.

LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project. The main limitations are as follows: 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.

Overview Of Organizations
NESTLE
Nestle India
Nestle India is a subsidiary of Nestle S.A. of Switzerland. The company insists on honesty,

integrity and fairness in all aspects of its business and expects the same in its relationships.

Nestle India- Presence across India

Beginning with its first investment in Moga in 1961, Nestls regular and substantial investments established that it was here to stay. In 1967, Nestl set up its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea. The Nanjangud factory (Karnataka), became operational in 1989, the Samalkha factory (Haryana), in 1993 and in

1995 and 1997, Nestl commissioned two factories in Goa at Ponda and Bicholim respectively. Nestl India is now putting up the 7th factory at Pant Nagar in Uttaranchal.

Nestle Story
Nestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first product was Farine Lacte Nestl, an infant cereal specially formulated by Henri Nestl 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 most diversified food Company, and is about twice the size of its nearest competitor in the food and beverage sector. Nestls trademark of birds in a nest, derived from Henri Nestls personal coat of arms, evokes the values upon which he founded his Company. Namely, the values of security, maternity and affection, nature and nourishment, family and tradition. 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

PREPARED DISHES AND COOKING AIDS

MAGGI 2-MINUTE NOODELS MAGGI VEGETABLE ATTA NOODELS MAGGI DAL ATTA NOODELS MAGGI RICE NOODELS MAIN MAGGI SAUCES MAGGI PIZZA MAZZA MAGGI HEALTHY SOUPS MAGGI -HEALTHY SOUPS SANJEEVNI MAGGI MAGIC CUBES

CHOCOLATES & CONFECTIONARY

NESTL KIT KAT NESTL KIT KAT LITE NESTL MUNCH NESTL MUNCH POP CHOC NESTL MILKY BAR NESTL BAR- ONE NESTL FUNBAR NESTL MILK CHOCOLATE 6

 POLO POWER MINT NESTL ECLAIRS

NESTLEKITKAT

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

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!

CADBURY
8

Process of Manufacturing Cadbury Chocolate:

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 Bourneville 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. Three names were considered: Jersey, Highland Milk and Dairy Maid. Dairy Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavor 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 INDIA

Cadbury began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. After 59 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). 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. 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. Byte was first launched in South India in 2003. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, it has worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Today, Cadbury is poised in its leap towards quantum growth and new categories of business, namely gums, mints, snacking and gifting. It is a part of the Cadbury Schweppes Group, world's No.1 Confectionery Company.

CADBURY WORLD WIDE

Cadbury is the world's largest confectionery company and strong regional presence in beverages in the Americas and With origins stretching back over 200 years, today their which include brands such as Cadbury, Schweppes, Halls, have a Australia. products Trident,

10

Dr Pepper, Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost every country around the world. We employ around 60,000 people. Their heritage starts back in 1783 when Jacob Schweppes perfected his process for manufacturing carbonated mineral water in Geneva, Switzerland. And in 1824 John Cadbury opened in Birmingham selling cocoa and chocolate. These two great household names merged in 1969 to form Cadbury Schweppes plc. Since then they have expanded their business throughout the world by a programme of organic and acquisition led growth. Concentrating on their core brands in beverages and confectionery since the 1980s, they have strengthened their portfolio through almost fifty acquisitions, including brand icons such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7 up and Snapple. It employs 60,000 people in over 200 countries Worlds No 1 Confectionery company World's No 2 Gums company World's No 3 beverage company Chocolates Snacks Beverages Candy

Cadbury Brands:

SNACKS
Bytes

BEVERAGES
Bournvita

CANDY
Halls

11

CHOCOLATES
Dairy Milk 5 Star Perk Celebrations Temptation clairs Gems

DAIRY MILK

The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, 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.

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.

12

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside, 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

CELEBRATIONS

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

13

Research revealed a niche segment of chocoholics - those exposed to international chocolates and those who love a variety of chocolates but possibly find the price of international chocolates too high. Cadbury Temptations is a range targeted at this segment of discerning chocolate lovers. The Cadbury Temptations range is available in 5 delicious flavour variants - Roast lmond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamaica. With its international quality chocolate Temptations soon became a popular brand for "chocoholics".

37

14

RESEARCH METHODOLOGY
SR. NO.
1

PARTICULARS
RELEVANCE OF STUDY

RESEARCH PROBLEM

RESEARCH OBJECTIVE

RESEARCH DESIGN

SCOPE OF THE STUDY

DATA COLLECTION SAMPLING DESIGN INSTRUMENT MODE OF DATA COLLECTION

LIMITATION OF STUDY

DATA ANALYSIS

15

RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information collected from primary sources. After the detailed study, an attempt has been made to 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. In collecting requisite data and information regarding the topic elected, we went to the residents of peoples and collected the data. 1. Relevance of the Study This research is been conducted to survey the product performance and buying behavior of consumer in selection of chocolates. The relevance of the study is to survey the product performance and buying behavior of two famous brands of chocolates Nestle and Cadbury,. During this research we have interacted with people of Mumbai City. This research is to know which particular brand of chocolate is most preferred by people of different age groups. 2. Research Problem Every research has their own problem and limitation but good researcher have to overcome that problem by their skill. In this research problem we would like to understand and analyze about the chocolates products available at Mumbai and collect the feedback from group of people and we wanted to know the developments made in direction of chocolates industry. 3. Research Objective This project is based on the comparative study consumer behavior towards Nestle and Cadbury chocolates. Objectives of the study are: The other objective is to know about the customer satisfaction level associated with the product and the customer preference level. To increase customer satisfaction and recapture the market share by fulfilling the customer needs. To study the factors affecting the consumption pattern.

4. Research Design 16

For any researcher the research methodology is the most important criteria to decide before the actual research process starts. There are many methods for conducting the research some of them are as under; a) Descriptive vs. Analytical b) Applied vs. Fundamental c) Quantitative vs. Qualitative d) Conceptual vs. Empirical e) Field setting or laboratory testing research The design of a research is a plan or a model that helps researcher to conduct a formal investigation and survey. It is an application of methods and procedures for acquiring the information needs for getting a desire out come. It decides the sources of data and methods for gathering data. A good design insures that the information obtained is relevant to the research question and that it was collected by objectives. Since, research design is simply the frame work or plan for a study. It is a blue print that of a house devised by an architect. Our approach to research is descriptive and quite specific. Descriptive Research: Descriptive research includes surveys and fact finding enquires of different kinds. The major purpose of descriptive research is description of the state of affairs as it exits at present. In social science and business research we often use the term Ex post facto research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. 5. Scope 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 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 our study is limited to two major players of chocolates leaving behind the others. The scope of my study is also restricts itself to Mumbai region only.

There are 2 sources of data i.e. A) Primary Data 17

The data, which are collected for the first time, directly from the respondents to the base of knowledge & belief of the research, are called primary data. The normal procedure is to interview some people individually or in a group to get a sense of how people feel about the topic. So far as this research is concerned, primary data is the main source of information provided by the respondents. B) Secondary Data When the data is collected and compiled in the in a published nature it is called Secondary data. So far as this research is concerned internet, many brochures and magazines have been referred too.

DATA COLLECTION
a) SAMPLING DESIGN It is true that it is very difficult to do research with whole universe. As we know that it is not feasible to go with population survey because of the numerous Doctors and their scattered location. So for this purpose sample size has to be determined well in advanced and selection of the sample also has to be scientific so that it represents the whole universe. So far as this research is concerned, the sample size is 100. b) INSTRUMENT Taking into consideration research instrument selected by us is questionnaire because it gives more flexibility in terms of data and it has been asked to the responder personally and has an idea of getting an important unknown data that can be collected through their behavior.

c) MODE OF DATA COLLECTION

Data collection mode is personal visit and filling up of the questionnaire.

18

LIMITATION OF STUDY
In attempt to make this project authentic and reliable, every possible aspect of the topic was kept in mind. Nevertheless, despite of fact constraints were at play during the formulation of this project. The main limitations are as follows: 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.

DATA ANALYSIS
Que1. Do you eat chocolate? 19

Yes No

83% 17%

Analysis & interpretation:

Chocolate is a product which is like by the all age group of people. According to the survey 83% of people says yes they eat chocolate and 17% say no they are not eating chocolate. May be the reason behind that is they are not eating chocolate on daily or weakly basis or may be they are eating any other brand of chocolate.

Que2. Which brand of chocolate do you prefer? Cadbury Nestle 64% 36% 20

Analysis & interpretation:

There are many brands available in the market. But the market leaders in India are basically two brands like Cadbury & Nestle. According to survey 64% of the market is captured by the Cadbury and only 36% of the market is covered by the Nestle. To capture the market the company should do more advertising and sales distribution. And also should maintain quality of the product compare to the competitors.

Que3. Which sub-brand you have purchased?

21

Analysis & Interpretation:

In this survey nestle is having five sub-brands like kitkat, Munch, Milkybar, Barone, milk chocolates and their consumption are like kitkat 33% ,munch 56 ,milky bar 3% ,bare one 5% ,and milk chocolate 3%. And if we talk about Cadbury the sub-brand of the Cadbury is dairymilk, 5 star, perk, celebration and Temptation and their consumption are like dairy milk 62%, 5 star 17%, perk 14%, celebration 2% and Temptation 5%. According to the survey the highest selling product is Cadbury.

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

22

CADBURY

Analysis & Interpretation

In this survey I found that the most selling product is Munch the sub-brand of Nestle the Munch has capture the 50% of the market as compared to the Cadbury product the highest selling product of Cadbury is Dairy milk which captured the market stake of 47% which is as compared to Much 20%less which is a good sigh for Nestle and the less consumption of the Nestle product is Milk bar & Milk Chocolate the market share is only 3% and in Cadbury less selling product are Celebration and Temptation the reason behind this is they are too Costly to consume. And it can only use occasionally.

Que5. How much importance do you give to the following factors when you purchase a chocolate? (Tick in the desired column)
Taste/ Flavor Price Packaging Quantity

23

Very Imp. Important Normal Least Imp.

88 9 2 1

1 3 96 0

12 6 4 78

81 12 6 1

Analysis & Interpretation:

Whenever we are consuming any food product our main focus in on the quality and price in India there is more concentrating on the quality of product rather than other parameters of the product in this survey I found that the basic concentration of the consumer is on taste 88% says that they purchase if they like the taste of the product. 96% says if normal price would be there a taste is good than price dose not matter. 78% of the consumer says that if they are getting best quality product at nominal price than the packaging is least important. 78% says that they are mainly seeing the quality of the product if the product is qualitative than they are ready to pay any price for that product.

Que6. Which form of a chocolate do you like? Hard Crunchy 47% 29% 24

Nutties Chew

18% 6%

Analysis & Interpretation:

Every person have there own taste and preferences towards the eatable product in chocolates there are four varieties available in the market among this 47% of the consumer like hard chocolates, 29% of the consumer like crunchy chocolates, 18% of the consumer like nutties chocolates & only 6% of the consumer like Chew chocolates.

Que7. What pack do you purchase? Small Big 73% 17%

25

Family Pack

10%

Analysis & Interpretation:

The chocolates are available in the market in different packaging like small, big, & family pack, from the survey we can say that the consumption of the chocolates are more eaten by the teenage group so they more prefer the small packaging because of there availability in market is good and most important thing is its very much affordable. According to the survey 73% are using small pack, 17% are using big pack of the chocolates, 10% are consuming family pack because of there high price. So we can easily see that the consumption of small pack is having boom in the market compare to other packaging.

Que8. Which promotional offers attract you most? Free Gifts Price Offer Any Other 12% 84% 4% 26

Analysis & Interpretation:

To sell out the product there are many promotions activity conducted by the company to face the competition the offer give by the company are like free gift, price offer, or any other scheme. In this 12% are giving the free gift offer (scratch the card scheme), 84% are directly giving the price offer, and 4% giving the any other kind of scheme.

Que9.Which of these factors affects your purchase? Advertisement Attractive Display Brand Ambassador 62% 5% 26%

27

Doctor Advise Ingredients

0% 7%

Analysis & Interpretation:

There are many factors affecting at the time of purchase. So company is doing promotional activities to acquire the desired target of the product. Basically there are six main type of the promotional activities like 69% of the advertisement, 1% of the suggestions, 2% of the attractive display, 0%of the doctors advice, 21% of the companies are using Brand Ambassadors in there advertisement, 7% of the ingredients. So all this factors are affecting the purchase.

Que10. Which media of advertisement influence your purchase? Television Hoarding Newspaper 66% 6% 4%

28

Display

24%

Analysis & Interpretation:

In todays competitive market advertisement is the main tool for selling the product because every single person is watching or reading the advertisement. So it becomes easy to make people aware about the product. So companies are using advertisement media like 67% of the television adds, 7% of the Hoardings, 3% of the advertisement given on local as well as national newspapers, & 23% are using display ads.

Que11. If your preferred brand is not available for repeat purchases then what will you do?

29

Analysis & Interpretation:

Every person is having there own taste & preferences. Some consumer are compromising with there taste and preferences and some are not according to the survey 11% of the consumer are postponing the purchase of the product, 40 % of the consumer are switch over to any other product, & 49 % will search the product at any other place they dont compromise for the same.

30

Findings
Findings
CONSUMER RESEARCH:
Consumer research deals with consumer and their problems and solution to the problems. In this we 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. From the one and half month experience of our research project with Consumer preference towards Nestle and Cadbury Chocolates, We have come to know lot things and it has enhanced our knowledge to great extent. We found many things which are well executed by distributors. Here are some of the key findings given by us are purely based on our research. It doesnt have any kind of bias from our side. They are given as under: By doing the comparison of Nestle and Cadbury chocolates, we have found that the preference of the chocolates more preferred by the consumer is Cadbury. From the analysis we have found that Nestls some brand has covered 50% of the market in one product (Munch) of the chocolates which is a very good sign for the company. 31

Through the research we found that consumer is very conscious about the quality of the product in that matter they are not ready to compromise. And we found both company product are very qualitative. In some cases we found that if a product is not available in the market than some consumer would to switchover to another product or brand. So from these survey we have found that the consumption of the chocolates are more in children and teenage group though having any occasion or not having any occasion. The most selling product of both the companies is in small size of chocolates and there market share is 73% because its not much costlier and is also easily available & affordable.

SUGGESTIONS AND RECOMMENDATIONS

Chocolates products at Mumbai city are available in comparison to previous years, but still there is requirement of development in Chocolate products. Due to increasing overall cost in Chocolate Products everywhere, cost format should be made as such that it is affordable to each and everyone in the society. In this we also found that if the demanded brand is not available, so at that time the customers switch over the brand of the chocolate so, here the company should build up the healthy distribution channel by which company can attract the customers and company loose the fear from the market. 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.

CONCLUSION
A survey of the people has been conducted to know the liking pattern of the two products Cadbury and Nestle. It is observed that overall people like to eat Cadbury brand rather than Nestle. It is concluded that mostly people preferred Dairy Milk of Cadbury due to its Flavor/taste, quality and image and due to its hard form. Some people often like to have a Chocolate with good flavor, quality hard form. Some people often like to have a chocolate with good flavor, quality 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.

32

REFERENCES;
Web sites:
www.nestle.in www.business-standard.com www.cadburyindia.com www.scribd.com www.managementparadise.com www.google.com

Books:
1. Marketing Management
- Philip Kotler

2. Research Methodology - C. R. Kothari

33

APPENDIX
A STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES IN DWARKA OF SOUTH WEST DELHI QUESTIONNAIRE
(Please tick wherever necessary)

1. Personal Profile:Name : Address : Age : Between 0-10 Gender : Male Between10-20 Female Between 20-30 Above 30

Educational Qualification: Profession : 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 Dairy Milk 5Star Perk Celebrations Temptation Nestle Kit Kat Munch Milky Bar Bar-One Milk Chocolate

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 34

Celebrations Temptation

Bar-One Milk 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 Flavor/taste Price Quality Packaging Que6. Which form of a chocolate do you like? Hard Nutties Crunchy Chew Important Normal Least Important

Que7. What pack do you purchase? Small Big

Family Pack

Que8. Which promotional offers attract you most? Free gifts Price Offer Any other: _______________ Que9.Which of these factors affects your purchase? Advertisement Suggestion from friends and relatives Attractive Display Doctors Advice Brand Ambassadors Ingredients Que10. Which media of advertisement influence your purchase? Television Newspapers Brochures Hoarding Display Que11. If your preferred brand is not available for repeat purchases then what will you do? Postpone your purchase Switch over to other brand Go to the other shop to search for your preferred brand Que12. Do you feel that the product characteristics match with those mentioned in the advertisement? Yes No 35