R.SATHISH KUMAR, M.B.A., M.Phil.

Assistant Professor
Department of Business Administration,
Sri Sankara Arts & Science College,
Enathur, Kanchipuram 631 561.

CERTIFICATE
This is to certify that the project work entitled A STUDY ON RETAILER
PREFERENCE TOWARDS BAR CHOCOLATES WITH SPECIAL REFERENCE
TO NESTLE, Submitted by S.Sandhiya (NG90432),S.Sangeetha (NG90433) in partial
fulfillment of the requirements for the award of the degree of Bachelor of Business
Administration is the original work of the candidates.

Place:
Date:

Signature of the Head of the Department

Signature of the Guide

DECLARATION

We hereby declare that the project work entitled A STUDY ON RETAILER

PREFERENCE TOWARDS BAR CHOCOLATE WITH SPECIAL REFERENCE
TO NESTLE IN KANCHIPURAM TOWN., for the partial fulfillment of the degree
OF Bachelor of business Administration is our Original work. It doesnt form part of any
previous project work, these and other report submitted to University of Madras or any
other University.

Place: Kanchipuram
Date:
Signatures of the candidate.

CHAPTER 1
INTRODUCTION

CHAPTER 1

INTRODUCTION
Over the last few decades marketers have moved from mass market (Few
products/services with a limited number of options) to dynamic market (multi products).
At that time of tradition marketing customer was passive in nature. But in the changing
business environment increased competition availability of more options, more emphasis
on quality, enlighten and demanding customer etc, the customer is active.
Companies have move from traditional marketing to modern marketing, which opts
for more than developing a product, pricing it, prompting it, and marketing it to target
customers.

What is emerging is a relationship paradigm that stresses on customer

relationship at the individual level. After taking several steps, such as mass marketing,
segmented marketing, and nice marketing, it is moving toward one-on-one marketing.
We are in a way going back to the primitive marketing system using electronic barter
system.
Currently the entire field of marketing is thin a vague state with no signal-accepted
framework. Probably evolving into a totally new discipline. The new development in the
market are quality management,. Services marketing and strategic management have
contributed a great deal to the change of marketing. Of course technology has also played
a key roe in transforming marketers. These developments have enriched the field of
marketing managements. They have also lowered the status of
marketing in many organizations. The basic reason is that there is a
greater integration of business functions and unfortunately, the
marketers are yet to understand the full impact of these developments
where there they are opportunities of challenges.
STATEMENT OF THE PROBLEM:
The Topic deals with the study of Retailers preference for the bar chocolate with special
reference to Nestle The retailers preference varies form company on the basis of
quantity, quality, price, advertisement flavour, ingredients etc., the complications in
identifying retailer section are many. .Therefore being interested to know, the degree of
which retailer preference where is with type of shop, distribution, supply and other
characteristics included the selection of this study.
HISTORY OF KANCHIPURAM:

Kancheepuram is one of the temple cities of Tamil Nadu. It is situated 75

kilometers away from the capital city of Chennai.
Kancheepuram is also famous for silk sarees. It is head quarters of
Kancheepuram district. The study area has been divided into three Geographical parts.
They are,
1. Big Kancheepuram
2. Pillaiyar Palayam
3. Little Kancheepuram
The sacred shine of Kanchi has a holy history of 2500 years. It is an epitome of
culture and spiritual heritage. It is called land sculpture and silk city. Kanchi can be
separated as KA and ANCHI. KA Means Brahma. Anchi means worship. Hence
Kanchi means Place of worship. The town is center of Saivaities, Vaishnavites,
Buddtists and Jains since ages. Even today, the city is called Vishnu Kanchi, Siva Kanchi
and Jain Kanchi. The fourth Century literary record perumbanatrupadai declares it as the
most scared of all the places in the world. The university of Kanchi was deemed to be as
prestigious as that of Kathiya Nlantha, Dhaksha Sheela and Varanasi, Yuvan Chwang, the
Chinese Pilgrim who visited India mentions that a Stupi was installed here by king
Ashoka. The Kanchi is a centre of men of letters and scholars, eulogizes, Avvaiyar. The
people of Kanchi has established trade with Romans, is evident from 2 nd century B.C. it
seems Karikal chola decked Kanchi with gold.
Even from 1 st century Ad pallavas Sculptures had ornamented this city. This is a
Proof of Dravidian culture. Pancha Rathas Bagirathans penance, share temples, silk
Sarees, Innumerable beautiful status at Mamallapuram (Kancheepuram District) has
earned a name and fame to this city.
Till 9th Century A.P. Pallavas had reined this city in 1880 A.P. Aditya Chola king
defeated Pallava King Aparajith. From then on, the cholas ruled over this city. At this
Juncture. Arts, Sculptures, Dance and civil life had flourished. When Molikappar ruled,
Mughals established mosques near Ekambareeswarar Temple. Vaigunda Perumal
Temple and in Jain Kanchi. Between 14th and 17th centuries, during vijayanagara Empire,
the temple at Kanchi, had flourished. Marathas, and Aurangzeb too have reigned Kanchi
during 1752 it came under British reign. In 1947 it sought its freedom. It is situated 75
Kilometers away from south west of Chennai. The capital city of Tamil Nadu. Presently
Kancheepuram is the capital of Kancheepuram District having a total population of 28,
69.920, which a geographical area of 3368.90 sq. km.

OBJECTIVE OF THE STUDY:

The objectives of the study are as follows:
o To find out the retailers preference towards bar chocolates.
o To study the effectiveness of sales and advertising and promotional activities
provided by the company.
o To give suggestions and recommendations to the company for development of bar
chocolates.
o To study the factors influencing the purchase of bar chocolate.

SAMPLE DESIGN:
A sample as the name implies, is a smaller representation of a large whole or it is a
section of the population selected from the latter in such a way that they are
representative of the universe.
A sample design is the theoretical basis and the practical means by which we infer
the characteristics of some population by generalizing from the characteristics of
relatively few of the units compressing the population
The design describes the method by which the sample is chosen for the purpose of this
work, 100 samples were taken by using convenient sampling techniques. The study area
has been dived into three:
o Little Kancheepuram
o Big Kancheepuram
o Pillaiyar Palayam

CONVENIENCE SAMPLING:
The method of convenience sampling is also called the chunk. A chunk refers to that
fraction of the population being interviews or investigated which is selected neither by
probability of by judgment but by convenience. However, convenience sampling is often
used for making pilot studies, Questions may be tested and preliminary information may
be obtained by the chunk before the final sampling design is decided upon.

DATA COLLECTION:

Data constitute the foundation of statistical analysis and interpretation. while dealing
the project, data collections is to be used for the study, one should keep in mind the two
types of data i.e., primary and secondary.

PRIMARY DATA:
Primary data are measurements observed and recorded as part of an original study.
When the data required for a particular study can be found neither in the internal records
of the enterprise, nor in published sources, it may become necessary o collect original
data i.e., to conduct first hand investigation. The work of collecting original data is
usually limited by time, money and man power available for the study.

SECONDARY DATA:
A secondary data is when an investigator uses the data, which has already been collected
by others. Secondary data can be obtained

from journals , reports, government

publication, book lets of research organization, trade and professional bodies etc., Here
personal interview method has been used for collecting the data.

PERSONAL INTERVIEW::
In personal interview, the investigator and the respondent are placed in a face-to face
situation. The interviewer may record the answer of the respondents.

ADVANTAGES:
o Short time
o Research can get different types of information.
o The collection of information is large.

METHODOLOGY:
The field survey technique and questionnaire method were employed to collect the
data. The questionnaire comprises of open end, close and multiple choice questions. A
sample size of 100 respondents is taken to obtain an accurate study finding.

The

interview is done on convenience sampling technique among the list of normal residents
of kancheepuram.

For the purpose of effective study, all brands have been taken into consideration the
collected data were interpreted through bar and pie diagrams for better and clear
understanding.
LIMITATIONS OF THE STUDY:
Due to the limitation of budget and time constrain the study was restricted to 100
respondents spread over kancheepuram for the purpose of effective and intensive
analysis. Many respondents were unable to extend their co-operation hence, in some
cases I had to use the observation techniques for procuring data. The study deals with the
customers aspects only and the sellers, the sellers aspects has been left out due to the
poor response of the respondents in giving the necessary details.

CHAPTER DESIGN:
The study has four chapters:
1. The first chapter comprises of an introduction of the subject, statement of the
problem, objective of the study, methodology, Hypotheses and Limitations.
2. The second chapter contains introduction of the health drinks. Profiles of the
company.
3. The third chapter focuses on the analysis and interpretation.
4. The fourth chapter contains summary and conclusion.

CHAPTER II
INDUSTRIAL PROFILE

CHAPTER II
INDUSTRY PROFILE
History:
Nestle S.A is the worlds largest food and nutrition company founded and head quartered
in very, Switzerland, Nestle originated in a 1905. Merger of the angio-swiss milk
company, established in 1867 by Brothers George page and Charles page, and Farine
Lactee Henri Nestle, founded in 1866 by Henri Nestle. The company grew significantly
during the First World War and again following the Second World War, eventually
expanding its offerings beyond its early condensed milk and infant formula products.
Today, the company operates in 86 countries around the world, and employs over
2, 80,000 people.

PRODUCTS:
Nestle has some 6000 brands , with a wide range of products across a number of
markets , including coffee (Nescafe, Nespresso, etc.,) bottled water (Buxton, Perrier,
etc.,) Milk shakes and other beverages (Nesquik , Milo, Carnation etc., ) Chocolate
(Milky bar) After

eight and many others) , ice cream , break fast cereals(Golden

Nuggets, shreddies etc.,.,)

infant

feed, seasonings , soups and sauces, frozen and

refrigerated foods, confectionery products and pet food.

1866 1905:
In the 1860s Henri Nestle, a Pharmacist, developed a food for babies who were unable
to breast feed. His first success was a premature infant who could not tolerate his
mothers milk or any of the usual substitutes. People quickly recognized the new product,
after Nestles new formula saved the childs life, and soon, Farine Lactee Henri Nestle
was being sold in much of Europe.

1905 -1918:
In 1905 Nestle merged with the Anglo-Swiss Condensed milk Company. By the early
1900s, the company was operating factories in the United Sates, Britain, Germany and
Spain. World War I created new demand for dairy production had more than doubled.

1918- 1938:
After the war Government contracts dried up and consumers switched back to fresh
milk.

However, Nestles management responded quickly, streaming operations and

reducing debt. The 1920s saw Nestles first expansion into new products, with chocolate
the companys second most important activity

1938 1944:
Nestle felt the effects of World War II immediately. Profits dropped from $20 million
in 1938 to $6 million in 1939. Factories were established in developing countries,
particularly Latin America.

Ironically, the war helped with the introduction of the

companys newest products, Nescafe, which was a staple drink of the US military.
Nestls production and sales rose in the wartime economy.

1944 1975:
The end of World War II was the beginning of a dynamic phase for nestle. Growth
accelerated and companies were acquired.

In 1947 came the merger with Maggi

seasoning and soups. Crosse & Blackwell followed in 1960, as did Findus (1963),
Libbys (1971) and stouffers (1973), Diversification came with a shareholding in LOreal
in 1974.

1975-1981:
Nestles growth in the developing world partially offset a slowdown in the Companys
traditional markets. Nestle made its second venture outside the food industry by acquiring
Alcon Laboratries Inc.

1981-1996:
Nestle divested a number of businesses 1980 In 1984,Nestles improved bottom line
allowed the Company to launch a new round of acquisitions, the most important being
American food giant Carnation.

1996+
The first half of the 1990s proved to be favorable for Nestle: trade barriers crumbled and
world markets developed into more or less integrated rating areas. Since 1996 there have
been acquisitions including San Pellegrino (1997), Spillers pet foods (1998)and Ralston

Purina (2002).There were two major acquisitions in North America, both in 2002: in July,
Nestle merged its U.S. ice cream business into Dreyers, and in August, a USD 2.6bn
acquisition was announced of Chef America, Inc..
Nestle with headquarters in Vevey, Switzerland was founded in 1866 by Henri Nestle
and is today the worlds biggest food and beverage company. Sales at the end of 2004
were CHF 87 bn, with a net profit of CHF 6.7 bn. We employ around 247,000 people and
have factories or operations in almost every country in the world.
The Companys strategy is guided by several fundamental principles. Nestls existing
products grow through innovation and renovation while maintaining a balance in
geographic activities and product lines. Long-term potential is never sacrificed for shortterm performance.

The Companys priority is to bring the best and most relevant

products to people, wherever they are, whatever their needs, throughout their lives.

PROFILE OF NESTLE COMPANY

Nestle employees approximately 224,541 people in some 479 factories worldwide.
Nestle is not only Switzerlands largest industrial company, but it is a also the worlds
largest food company. It is the market leader Worldwide in coffee and mineral water, and
is fast increasing its share of the pet food market.
The most obvious damage to Nestls reputation has been its unethical marketing of
artificial baby milk, particularly in the global south. This started to become a major issue
in the 1970s when War on want published a report called The Baby Killer, which was
translated into German by the Berne Third World Action Group who were subsequently
sued for libel, having named their version Nestle Kills Babies.
However, as Mc Donalds were later to find out, suing critics tends to have a rather
galvanizing effect, and the publicity, which came out of, the case hurt Nestle much more
then it hurt the activities. In 1977 a boycott was launched, which continued until 1984,
when Nestle agreed to abide by the World Health Organizations International Code of
Marketing of Breast milk substitutes. However, the fact did not match up to the promises
and the boycott was re-launched in 1988, continuing vigorously today. Nestle has also
attracted criticism for its use of genetically modified ingredients, and for its cocoa and
coffee- buying policies, including purchasing cocoa from ivory coast, which has recently

received heavy press coverage due to the existence of child slavery on cocoa plantations.
The company has also been implicated in lobbying against vaccination of livestock
during the British foot and mouth disease outbreak this year.

The most recent news on nestle is their probable take over of Ralston Purina, a US
pet food company. Nestle has already been involved in producing pet food since 1985
when it took over Carnation, but with this acquisition it looks set to greatly increase its
share of the rapidly-expanding Us market. The EU has conditionally approved the
acquisition but it still needs approval from the US Federal Trade Commission.

PRODUCT PROFILE
INTRODUCTION ABOUT THE CHOCOLATE
Chocolate, food product made from cocoa beans, consumed as candy and used to
mane beverages and as flavoring products. Rich in carbohydrates, it is an excellent source
of quick energy and also contains minute amounts of the stimulating alkaloids the
bromine and caffeine
At the court of monte zuma, the azrec muler of mexico, in 1519,Hernan cortes was
served xo coatl,a biltes cocoa-bean drink, which he introduced to Spain, sweetened xo
coatl,a biltes cocoa-bean drink, which he introduced to Spain, sweetened, flavoured with
cinnamon and vanilla, and served hot, the beverage remained a Spanish served for almost
a leended years before its introduction to Frenchman opened shop in London, at which
solid Chocolate for marking the beverage cold be purchased at 10 to 15 shukkubgs a
pound.
At this price, only the wealthy could afford to drink it, and there appeared in London,
Amsterdams and other European capitals fashionable Chocolate Rouses, some of which
later developed into famous clubs. About 1700 the English improved Chocolate by the
addition of milk. The reduction of the cost of the beverage was hampered in great Britain
by the imposition of high import duties on the raw cocoa bean, and it was not until the
mid-19th century, when the duty was lowered to a uniform rate of I penny a pound, threat
Chocolate became popular.
Chocolate manufacture started in the American colonies in 1765 at Dorchester, Mass,
using beans brought in by New England sea captains from their voyage to the West

Indies. James Baker financed the first mill, which was operated by an Irish Immigrant,
Hohn Hanan, water power was used for grinding the beans.
Chocolate is made from the kernels of fermented and roasted cocoa beans. The kernels
are ground to form a paste called Chocolate liquor, which may be hardened in molds to
form baking (bitter) Chocolate; pressed to reduce the cocoa butter(vegetable at) content
and then pulverized to make cocoa powder; or mined with sugar and additional cocoa
butter to make sweet (eating) Chocolate, developed by the English.
Firm of fry and sons in 1847. Coating Chocolate for use on candies and biscuits
(cookies) acme into use son afterward. The addition of concerted milk to sweet Chocolate
produces milk Chocolate, introduced by Danel pests of Switzerland in 1976.
Chocolate pot, vessel in which hot Chocolate is served. It is similar in form and
stylistic development to the coffeepot, but it has linged or sliding finial covering an
aperture through which is introduced a neolione, or stick for stirring and crushing the
Chocolate.
The earliest surviving Chocolate pot dates from 1658 and was made by the English
silversmith George Garthorne. The drinking of Chocolate in coffee houses was very
fashionable during the last quarter of the 17th and the first quarters of the 18 th century, but
by the middle of the century it had fallen out of favour.

NESTLE CONFECTIONERY ITEMS:

Items
KitKat
KitKat
Polo
Polo
Munch
MilkyBar
Barone
Barone
Chocstick
Eclairs
Milky bar Eclairs
Milky bar choo
Milky bar stars
Milky bar choo

Weight
17.5grm
36grm
31.25grm
9.37grm
19grm
40grm
20grm
40grm
8grm
410grm(1 pack)
510grm(1 pack)
18grm
28grm
8.5grm

M.R.P
Rs.5
Rs.10
Rs.5
Rs.2
Rs.5
Rs.15
Rs.5
Rs.10
Rs.2
Rs.50
Rs.100
Rs.5
Rs.10
Rs.2

CADBURYS CONFECTIONERY ITEMS:

Items

Weight

M.R.P.

Dairy milk

12grm

5<100

24grm
44grm
99grm
165grm
Fruit nuts

200grm
25grm
44grm
80grm

Rs.40

Roast almond

160grm
42grm

Rs.60
Rs.25

Crackle

80grm
42grm

Rs.42
Rs.18

Milk treat

13grm

Rs.5
Rs.16

42grm
15.5grm

Rs.5

5star

28grm
17grm

Rs.10
Rs.5

5star crunch

33grm
33grm

Rs.10
Rs.10

Milk treat XL

BAR CHOCOLATES IFORMATION:

The chocolates are manufacturing in various packing, wafers and the small chocolates
and bag & Tin packings. The bar chocolates are packed in various gram packings. The
most of the Bar chocolates are Milk chocolates. The milk chocolates are Ingredient to the
sugar, cocoa Butter, milk solids, cocoa solids, emulsifiers and the various contests are

Ingredients in the bar chocolate. The bar chocolates are energy booster in the users. The
Nutritional gradients (carbohydrates, Proteins, Calciums,Vitamins and etc).
The Nestle Company was manufacturing in two brands of bar Chocolates 1. Milky
Bar 2.Barone. and the Cadburys company manufacturing in two Brands in various
packing grams. 1. Dairy milk 2. Five star and the five star is produced in 100 & 16 grams
and the Parle company manufactured in Chocs Bar and Kismi Bar and the Parrys
company was manufactured in only coffee bite chocolates.

KIT KAT:
Chocolate is one of the best-loved foods everywhere in the world. I am one of lifes
little pleasures .The attractive tastes and textures of chocolate and chocolate products
delight the senses of all ages.
The product, developed as Wafer Crisp was initially launched in London UK in
September 1935 as Rowtrees Chocolate Crisp. It became KitKat in 1937, two years
before the Second World War
Within two years of launch Kit Kat was established as Rowtrees leading products, a
position that it has maintained ever since. During the Second World War Rowtree KitKat
was seen as a valuable war time food and advertising described the brand as What active
people need. For most of its life Row tree Kit Kat has appeared in the well-known red
and white wrapper. It did, however m change to a blue wrapper in 1945, when it was
produced with a plain chocolate covering due to a shortage of milk following the war.
This blue packaging was withdrawn in 1947when the standard milk chocolate Kit kat was
introduced.
No one can be absolutely sure where the name Kit Kat came from but it is believed to
be from the famous 1920s Kit Kat club in South East London which had some influence.
As the building had very low ceilings, it could only accommodate paintings which were
wide and not very high. In the art world, these paintings were known as kats. Its
believed that KitKat derived its name from paintings, which had to be snapped off to fit
into the rooms with the low ceilings.

CRUNCH:

Chocolate is one of the best-loved foods everywhere in the world. It is one of lifes
little pleasures. The attractive tastes and textures of chocolate and chocolate products
delight the senses of all ages.
Introduced in 1938, today Crunch is Nestles third largest confectionery
Brand sold in about 40 countries worldwide.
Nestle Crunch is available in the following varieties: Nestle Crunch, Nestle White
Crunch, Nestle Crunch piece, Nestle Buncha Crunch and new products Nestle Crunch
with caramel and Nestle Crunch assorted minis.
Launched in 1938 in the USA, Crunch was the first chocolate bar to combine milk
chocolate and crunchy crisps.

Crunch is a unique combination of smooth Nestle

chocolate and crisped rice, which delivers an exciting eating sensory experience of
distinctive taste, texture and sound.

QUALITY:
Everyday, millions of people all over the world show their confidence in us by
choosing Nestle products. This confidence is based on our quality image and a reputation
for high standards that has been built up over many years.
QUALITY IS THE CORNERSTONE OF OUR SUCCESS:
Every product on the shelf, every service and every customer contact helps to shape
this image. A Nestle brad name on a product is a promise to the customer that it is safe to
consume, that it complies with all regulations and that it meets high standards of quality.
Customers expect us to keep this promise every time. Under on circumstances will we
compromise on the safety of a product and every effort must be made to avoid hazards to
health. Likewise, compliance with all relevant laws and regulations is a must and is not
negotiable. People, equipment and instruments are made available to ensure safety and
conformity of Nestle products at all times. The effort is worth it. Companies with huge
quality standards make fewer mistakes, waste less time and money and are more
productive. They also make higher profits. Quality is our most successful product. It is
the key to our success, today and tomorrow.

THE CUSTOMER COMES FIRST:

We want to win and keep customers: distributors, supermarkets, hotels,

shopkeepers and the final customers. They have very different requirements. Trade
customers expect excellent service, correct information and timely delivery. Consumers
consider taste, appearance and price when they make their choice. Our task is to
understand what customers want and respond to their expectations rapidly and
effectively. We serve various groups of consumers and there is demand for products at
different levels of perceived Quality and price. All customers, however, expect value for
their money good quality at a reasonable price. When offering quality to customers we
also mean environmental quality. Nestle shares societys concern for the environment and
is committed to environmentally sound business practices throughout the world.
Customers are central to our business and we must always respect their needs and
preferences.

QUALITY IS A COMPETITIVE ADVANTAGE:

We live in a competitive world and must never forget that our customers have a
choice. If they are not satisfied with a Nestle product, they will switch to another brand.
Our goal, therefore, is to provide superior value in every product category and market
sector in which we compete. The pursuit of highest quality at any price is no guarantee
for success, nor is a single-minded cost-cutting approach. Lasting competitive advantage
is gained from a balanced search for optimal value to customers, by simultaneous
improvement of quality and reduction cost. Success can never be taken for granted. We
must watch and learn from our competitors. If they do something better, we must
improve our own performance. We can achieve competitive advantage through Quality.

QUALITY IS A JOINT EFFORT:

Operating companies are fully responsible for maintaining agreed quality
standards. Not only production units, but also Marketing, Purchasing, Distribution and
Sales have a vital role to play in providing quality to customers. This implies a through
knowledge of the products and services we offer. Quality units at different levels of the
organization provide specific support, promote quality awareness, assume guardianship
and audit the system. Quality departments monitor operations against agreed standards
and must intervene in case of non-conformity.
Quality policy and principles, the mandatory standards and the
recommended tools for implementation are laid down in the Nestle Quality System that is

applicable throughout the group. Further directions are given through instructions, norms
and guidelines, often specific to a product. Our business products, such as raw material
producers, packing suppliers, contract manufacturers and distributors are expected to
share our concern for Quality. They too must set up an adequate quality system, so as to
meet our requirements consistently. Every function and department in the company as
well as our business partners must share the quality efforts.

QUALITY IS MADE BY PEOPLE:

Adequate equipment, procedures and systems are needed to make Quality; so are
involved and dedicated people. Each and every Nestle employee must do his best to
provide quality products and services. Training and teamwork are crucial to the
successful implementation of high quality standards. Continuous training ensures that
everyone understands his tasks and has the necessary skills to carry them out. Teamwork
allows us to achieve results that are greater than the sum of individual efforts. We
motivate employees by demonstrating management commitment to Quality, by setting
challenging goals and by giving them responsibility and recognition. It is through
employee involvement that goals and targets can be achieved in the shortest time. Quality
must be a way of life for everyone in the company.

QUALITY IN ACTION:
Quality is the result of deliberate action. It is to responsibility of senior managers to
communicate the quality objectives and to provide the resources necessary for their
implementation. It is then up to all employees t o make Quality happen throughout the
company.
Progress is followed by listening to our customers and by measuring our performance.
Shortcomings and mistakes must be analyzed and corrected. Problems must be
anticipated and prevented before they occur. We also must identify and take advantage of
opportunities.
To stand still is to fall behind. So we must strive for continuous improvement in every
area. It is through many small improvements as well as through major breakthroughs that
we will achieve excellence. At Nestle, Quality is our first priority.

CHAPTER-III
ANALYSIS AND INTERPRETATION

CHAPTER-III
ANALYSIS AND INTERPRETATION
Table NO -1
Retailer Outlet Wise Classification

S.No

Type of Retail Outlet

No. of Respondents

1.

General Merchant

25

Percentage of
Respondents
33.34

2.

Bakery Shop

18

24.00

3.

Petty Shop

10

13.33

4.

Others

22

29.33

Total

75

100.00

Source: Primary data

From the above table it is inferred that 25 retailers are General Merchant shop
and the 18 retailers are Bakery shop and the 10 retailers were petty shop outlets and the
Remaining 22 outlet were others. (Cool Drink shop, medical, super market)

Table 2
Company Wise Classification
S.No.

Companys

No. of
respondents
72

1.

Nestle

2.

Cadburys

69

3.

Parle

42

4.

Parrys

33

Source: primary data

From The above table it is inferred that 72 retailers dealing the Nestle Company
and the 69 retailers are dealing with the Cadburys Products and 42 retailers are dealing
with the Parle Company products remaining 33 retailers are with Parrys Bar chocolate.

Table 3
Brands Dealt by Retailers:
S.No.

Brands

No. of
Respondents
72

1.

Milky Bar

2.

Bar one

33

3.

Dairy Milk

63

4.

Five Star

62

5.

Chocs Bar

18

6.

Kismi Bar

29

7.

Coffeebite

30

Source: Primary data

From the above table it is inferred that 72 retailers are dealing with Milky Bar,
63 retailers are dealing with Dairy Milk and 62 retailers are Dealing with Five Star, 33
retailers dealing with the Bar One and 30Retailers dealing with coffee bite and 29
retailers dealing with the Kismi Bar chocolate and the remaining 18 retailers are dealing
with chocos Bar.

Table -4
Fast Moving Brand:
S.No.

Brands

No. Of
Respondents

1.

Milky Bar

55

2.

Bar one

12

3.

Dairy Milk

53

4.

Five Star

26

5.

Chocs Bar

6.

Kismi Bar

10

7.

Coffeebite

12

Source: Primary data

From the above table it is inferred that 55 retailers are said that milky bar is
fast moving and the 53retailers are said fast moving brand is dairy milk, and 26 retailers
preferred the five star is fast-moving and the12 retailers are said that Bar one & Coffee
bite fast-moving brand, and 10retailers was preferred that kismi Bar and remaining 6
retailers are said that the fast moving chocolate is chocos bar.

TABLE 5
ADVERTISEMENT SUPPORT BY COMPANYS:
S.No.

Companys

No.of
Respondents
38

Percentage of
respondents
50.67

1.

Nestle

2.

Cadburys

31

41.33

3.

Parle

5.33

4.

Parrys

2.67

Total

75

100

SOURCE: Primary Data

The above table it is inferred that 38 (50.67) retailers said that Nestle company is giving
more advertisement, and 31 (41.33) retailers preferred Cadburys company and 4(5.33)
Retailers preferred Parle company and the remaining 2(2.67) retailers are preferred the
Parrys company.

TABLE 6
HIGHEST CREDIT PERIOD PROVIDED BY THE COMPANY
S.No.

Companys
Nestle

No. of
Respondents
48

Percentage of
Respondents
64

1.
2.

Cadburys

20

26.67

3.

Parle

2.67

4.

Parrys

5.33

Total

75

100

Source: Primary data

From the above table it is inferred that 48 (64.00) Retailers said that Nestle company is
giving highest credit period, and 20 (26.67) retailers preferred Cadburys company, and 4
(5.33) retailers preferred the Parrys and remaining 2 (2.67) retailers said that Parle
company product.

TABLE - 7
Companys Service satisfaction by Retailers
S.No.

Companys

No. of
Respondents
39

Percentage of
Respondents
52

1.

Nestle

2.

Cadburys

30

40

3.

Parle

4.

Parrys

Total

75

100

Source: Primary data:

From the above table it is inferred that out of 75 respondents the 39(52.00) retailers
have liked the services of Nestle. 30(40.00) retailers said Cadburys company service is
satisfactory and the 3(4.00) retailers said Parle company service is satisfactory and
remaining 3(4.00) said the parrys company service is satisfactory.

TABLE 8
Profit Margin Wise Classification
S.No.

Companys

No. of
Respondents
42

Percentage of
respondents
56.00

1.

Nestle

2.

Cadburys

24

32.00

3.

Parle

4.00

4.

Parrys

8.00

Total

75

100

Source: Primary Data

From the above table it is inferred that 42(56.00) retailers have said that Nestle company
product is giving highest profit margin, 24(32.00) retailers said that Cadburys Product
profit margin is High. 6(8.00) retailers prefer that Parrys company products giving
highest profit and the remaining 3 (4.00) retailers preferred the Parle company products.

TABLE 9
Visits of Sales Representative:
S.No

Companys

1.

Nestle

2.

Cadburys

3.
4.

Parle
Parrys

No. of
Respondents
72

Weekly
Once
15

2Week
Once
13

Monthly

Total

44

72

69

(20.83)
35

(18.06)
12

(61.11)
22

69

42

(50.72)
7

(17.38)
12

(31.88)
23

42

33

(16.66)
12

(28.57)
8

(54.77)
13

33

(36.36)

(24.24)

(39.40)

Note: Figures in the parentheses indicates percentage.

Source: Primary data:
From the above table inferred that 15 (20.83) retailers said that the sales
representative visit the shop in weekly once in Nestle company. The same company
representative 13 (18.06) retailers said that 2 weeks once visit the shop and 44(61.11)
retailers said that monthly once visit the shop in sales representative.
The Cadburys out of 69 respondents, the 35 (30.72) retailers preferred the weekly once
visit the shop in sales representative. 12 (17.38) retailers said 2 weeks once visit the shop
and 22 (31.88) retailers said monthly once visit the shop in sales representatives.
And the Parle company out of 42 respondents. The 7(16.66) retailers said that weekly
once visit the shop and 12(28.57) retailers said that 2 week once and 23(54.77) retailers
said in monthly once visit the shop in sales representative. And the Parrys company out
of 33. The 12(36.36) retailers said that weekly once visit and 8(24.24) retailers said the 2
week once and the 13(39.40) retailers said the monthly once visit the shop in sales
representatives.

TABLE 10
Retailers Satisfaction towards the Company
S.No.

Companys

No. of
Respondents
42

Yes

No

69(95.83)

3(4.17)

1.

Nestle

2.

Cadburys

24

66(95.65)

3(4.35)

3.

Parle

36(85.71)

6(14.29)

4.

Parrys

27(81.82)

6(18.18)

Note: Figures in the parentheses indicate percentage.

Source: Primary Data
From the above table it is inferred that 69(95.83) retailers are satisfied with the Nestle
company order taking and supplying of goods, Remaining 3 (4.17) retailer are not
satisfied in the service.66(95.65) retailers are satisfied with the Cadburys company
service and remaining 3 (4.35) was poor performance in the service and the 36(85.71)
retailers are satisfied the Parle company , and remaining 6(14.29 ) retailers are not
satisfied and the 27 (81.82) retailers are satisfied the Parrys company service and
remaining 6(81.82) retailers are satisfied the Parrys company service remaining 6(18.18)
is not satisfaction about the Parrys company.

TABLE 11
Customer Preference towards Bar chocolates:
S.No
1.
2.
3.
4.

Respondents
School students
College Students
Teenagers
Others
Total

No. of Respondents Percentage of

27
22
11
15
75

Respondents
36.00
29.33
14.67
20.00
100.00

Source: Primary Data:

From the above table it is inferred that 27(36.00) retailers said that school students
consume the bar chocolate, 22 (29.33) retailers said that college students consume bar
chocolate, 11(14.67) retailer said that Teenager consume that bar chocolate and the
remaining 15 (20.00) retailer said that others (Family members, lovers, childrens )
consume that bar chocolate.

TABLE 12
Customer Preference of Retailers:
S.No.

Companys

No. of
Respondents
39

Percentage of
respondents
52.00

1.

Nestle

2.

Cadburys

29

38.67

3.

Parle

5.33

4.

Parrys

4.00

Total

75

100

Source: Primary data

From the above table it is inferred that 39 (52.00) consumer preference of
retailer is Nestle company. 29 (38.67) customer preference of retailers is Cadburys
Company. 4 (5.33) customer preference of retailer is Parle Company. 3 (4.00) customer
Preference by retailer to Parrys Company.

TABLE -13
NAME BOARD PROVIDED BY THE COMPANY:
S.No.
1.

Companys
Nestle

No. of
Respondents
72

Yes

No

7(9.72)

65

2.

Cadburys

69

12(17.39)

(90.28)
57

3.

Parle

42

3(7.14)

(82.61)
39

2(6.06)

(92.86)
31

4.

Parrys

33

(93.94)
Note: Figures in the parentheses indicate percentage
Source: Primary data
From the above table it is inferred that Nestle 7((.72), Cadburys 12(17.39), Parle
3(7.14) and Parrys 2(6.06) retailers said that Name board are provided by the company.

Nestle 65(90.28), Cadburys (82.61), Parle 39(92.86) and Parrys 31(93.94) retailers said
that name board is not provided by the company.

TABLE 14
Display Contest by Company:
S.No.

Companys

1.

Nestle

2.

Cadburys

No. Of
Respondents
72

Yes

No

36

36

69

(50.00)
49

(50.00)
20
(29.00)
34

3.

Parle

42

(71.00)
8

4.

Parrys

33

(19.00)
7

(81,00)
26

(21.21)

(78.79)

Note: Figures in the parentheses indicate percentage.

Source: Primary data
From the above table it is inferred that Nestle respondents 72,
Cadburys 69, Parle 42 and Parrys 33, Nestle 36(50.00) Cadburys 49(71) , Parle 8
(19.00) and parrys 7 (21.21) retailers said that display contests were provided by the
companys. Nestle 36 (50.00) Cadburys 20 (29.00) Parle 34(81.00) and Parrys 26
(78.79) retailers said that companies did not provide any display contest.

TABLE-15
OVERALL SATISFACTION ABOUT THE COMPANY:
S.No

Company

No. of
Respondents
36

Percentage of
Respondents
48.00

Nestle

Cadburys

32

42.67

Parle

5.33

Parrys

4.00

Source: Primary Data;

From the above table it is inferred 36(48.00) retailer said that overall satisfaction
(goods & services, order taking, supply of goods, return of damage goods, credit period,
promotional programmer) for Nestle Company, 32(42.67) retailer said that overall
satisfaction for Cadburys company, 4(5.33) retailer said that over all satisfaction for
Parle company, 3(4.00) retailer said that overall satisfaction for Parrys Company.

CHAPTER IV
SUMMARY & CONCLUSION

CHAPTER IV
SUMMARY AND CONCLUSION:
72 retailers are dealing nestle company
The most fast moving bar chocolate is preferred by 55 respondents
38(50.67%) retailers said that nestle company should be concentrating more on
advertisements to dominate competitors.
48(64.06%) retailers said that convenient credit period is given by the company
39(32%) retailers that the companys service is better than other companies.
42(56%) retailers say that the Nestle is giving highest profit margin
The Nestle company sales representative are visiting the shop more number of
times compared with other companys
69 respondents says that the Nestle company order taking and supply of goods
and services is best when compared to others
School students are the Highest users of the Bar chocolates
The customers have given first preference in Nestle Company
Cadburys company are giving Name board to retailers when compared with
others
71% retailers says Cadburys company is conducting display contest when
comparing others

 36 (48%) respondents says the nestle Company has given them over all
satisfaction in all aspects.

CONCLUSION
Based on the study of Bar Chocolate in Kanchipuram we found that the Nestle
Company is dong well and they provide excellent services like Credit period,
Advertisement, Order taking and Supply of goods towards retailers when compared to
all the other companies. Most often customers prefer, Nestls Milky Bar. The Nestle
Company is lagging behind in providing the Name Boards and display contest. If the
Nestle Company provides these two things they will be the Market leader in Bar
Chocolates in Kanchipuram.

APPENDIXES

A STUDY ON RETAILER PREFERENCE TOWARDS

BAR CHOCOLATES WITH SPECIAL REFERENCETO NESTLE IN
KANCHIPURAM TOWN
QUESTIONAIRE
1. Name of the shop:
2. Address:
3. Type of retail outlet:
General Merchant

Bakery shop

Petty Shop

others (Please Specify)

4. Are you dealing with Bar Chocolates?

Yes

No

5. If yes, what are all the company , you are dealing with
Nestle

Cadburys

Parle

Parrys

6. Which is the fastest moving brand according to your sales:

Milky bar

Dairy milk

Chocos bar

Coffee bite

Bar one

Five star

Milky bar

Dairy milk

Chocs bar

Coffee bite

Bar one

Five star

Kisimi bar
7. What are the brands are you dealing with:

Kismi bar
8. Which company is giving more advertisement for bar chocolate?
Nestle

Cadburys

Parle

Parrys

9. Whether the companies are collecting any deposit for supplying the
goods?

1. Nestle

Yes

No

2. Cadburys

Yes

No

3. Parle

Yes

No

4. Parrys

Yes

No

10. Which company is giving the highest credit period rank them.
1. Nestle

2. Cadburys

3. Parle

4. Parrys

11. Which companys service is satisfied for you rank them?

1. Nestle

2. Cadburys

3. Parle

4. Parrys

12. Which company product is giving highest profit margin?

Nestle

Cadburys

Parle

Parrys

13. How many times the sales representative of the company is visiting your shop?
1. Nestle

2. Cadburys

3. Parle

4. Parrys

14. Are you satisfied with the order taking and supplying of the goods
1. Nestle

Yes

No

2. Cadburys

Yes

No

3. Parle

Yes

No

4. Parrys

Yes

No

15. Are they replacing the damaged products?

1. Nestle

Yes

No

2. Cadburys

Yes

No

3. Parle

Yes

No

4. Parrys

Yes

No

16. Which group of people generally buy this product?

School Students

College Students

Teenagers

Others

17. According to the preference of customer which company is preferred most, Rank
Them?
1. Nestle

2. Cadburys

3. Parle

4. Parrys

18. If the particular brand is not available, does the customer switch over to the other
Brand?
Yes

No

If yes, Specify which brand to which?

19. Are they providing any sales promotional programs?
Yes

No

20. Whether those programs increase the sales or not?

Yes

No

21. The company gives any name board or not?

Yes

No

Yes, specify the company

22. Does the company arrange any display contest?
1. Nestle

Yes

No

2. Cadburys

Yes

No

3. Parle

Yes

No

4. Parrys

Yes

No

23. Over all satisfaction about the company rank your preference

1. Nestle

2. Cadburys

3. Parle

4. Parrys

Thank you
Respondent signature

BIBLIOGRAPHY
Peter Drucker , Marketing Management , Prentic Hall of India Pvt. Ltd., New
Delhi 1988
Marketing Management C.B. Mamoria, R.K.Suri.
Marketing Management ninth edition Philip Kotler
Indian journal of marketing may 20011.
Indian journal of marketing july2011.

Websites:*

Www.Nestle.com.

Www. Consumer services@ in nestle.com.