RESEARCH METHODOLOGY

SR. NO. INDEX PG NO.

1 INTRODUCTION 3
2 LITERATURE REVIEW 5
3 HYPOTHESIS 8
4 RESERACH METHODOLOGY 9
5 HISTORY 13
6 NESTLE 21
7 CADBURY 25
8 DATA ANALYSIS 31
9 FINHDING 42
10 SUGGESTION 43
11 CONCLUSION 44
12 REFERENCE 45

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2
 INTRODUCTION

In this research I have survey the product performance and buying

behavior of two famous brands of chocolates Nestle and Cadbury, which are
consumed by people of all ages. 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.

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

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 Literature Review

Dr.Shendge (2012)

on his study A Comparative Study of Consumer Preference towards

Cadbury and Nestle Chocolates with Special Reference to Navi Peth Area in
Solapur City viewed that Chocolate is liked and eaten by all age group of
people.

Attiya Kanwal (2011)

on his study Consumer preference of International brands over local

brands aimed at determining consumer preference of international brands
instead if national or local brands. Consumer evaluates products based on
information cues, which are intrinsic and extrinsic. If a consumer is satisfied
with a product, he will buy it again, become loyal and over time develop a
relationship with the brand.

There are various factors which influence consumer purchase decision. The
price of a brand plays a fundamental role in the consumers choice of brand.
If a brand is priced too high then a consumer will avoid it. The price of a
brand is an indication of the quality of the brand as well.

The country of origin of products is another cue used as a sign of quality of a

product. Products from developed countries are perceived to be of better
quality. Other factors include fashion, family and friends, brand name,
availability, advertising campaigns etc.

The sample for this research is taken from Islamabad and Rawalpindi.
Simple random sampling was the technique used and the sample size was
100.

Data collected for research was through a questionnaire, which was

distributed among both males and females of various age groups and income
levels. Calculations were then analyzed and interpreted using percentage of
respondents and frequency distribution. Consumers are seen to give
preference to international brands if asked to choose between an
international brand and a national brand. Consumers regard international
brands to be of better quality, more durable and reliable.
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 Furthermore, they are more price and quality conscious and not very brand
loyal. Local companies need to emphasize on the quality of their products in
advertisements and their advertisements need to be more targeted and up-
beat to attract the younger market segment.

Kaberi Bhattacharyya

(2011in his study The Role of Media in Influencing Customers Brand

Choice: Some Observations told that a brand has arrived in the market, is
alive and kicking or simply pulling on. Similarly, generations of customers
are made known that a brand has still remained relevant in the changing
context of time and space. Leveraging on the charm of audio and video,
brands engulf our senses and succeed in becoming an intrinsic part of our
lives.

While the trust earned by them is directly proportional to their attributes and
functionalities, the buzz created around the brands by the media helps them
break the clutter of competition and stay vibrant in the consumers minds.

Creative juices give birth to myriad themes, processes, colours and themes
and familiar and not-so-familiar faces take them forward. Although
advertisements traditionally remain the sheet anchor, brands use other above-
the-line and below-the-line techniques to gain an edge or grab eyeballs.

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 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 objectve is to know about the customer satisfaction level

associated with the product and the customer preference level.
To increase customer satisfaction and recapture the market share by
fulfilling the customer needs.
To study the factors affecting the consumption pattern.

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 HYPOTHESIS DONE FOR NESTLE
With socio-economic changes rapidly taking place, the young and not so young
population is leading a new life style and chocolate eating is definitely going to
be widespread and acceptable. In the industry, both population and family
incomes as well as urbanization are on the increase.
HYPOTHESIS
- There is no significant difference in the ranking of different chocolate brands
by consumers.
- There is no significant relationship between the impact of media and purchase
decision.
- There is no significant relationship between influencers and purchase
decision.
- There is no significant relationship between preferences for more new
varieties and Purchase decision.
- There is no significant relationship between quality of chocolates and
purchase decision.
- There is no significant difference among the consumers of Chocolates on the
factors like age, gender etc towards their attitude about the usage of chocolate.
- Sales of different brand of Chocolates are uniformly distributed i.e. there is no
significant difference in the sales of different Chocolates brands.

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 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 selected, I went to the
residents of Ludhiana and collected the data.
Survey design:
The study is a cross sectional study because the data were collected at a
single point of time. For the purpose of present study a related sample of
population was selected on the basis of convenience.
Sample Size and Design:
A sample of 50 people was taken on the basis of convenience. The actual
consumers were contacted on the basis of random sampling.
Research Period:
Research work is only carried for 2 or 3 weeks.
Research Instrument: This work is carried out through self-administered
questionnaires. The questions included were open ended, dichotomous and
offered multiple choices.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2
bases:
Primary Source:

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 The primary data comprises information survey of Comparative study of
consumer behavior towards Nestle and Cadbury chocolates. The data has been
collected directly from respondent with the help of structured questionnaires.
Secondary Source:
The secondary data was collected from internet, References from Library.
Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical
techniques. The technique that I have used is bar technique.

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 Chocolates

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

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12
 History of chocolate:

The origin of chocolate can be traced back to the ancient Maya and Aztec
civilizations in America, who first enjoyed chocolati a much-prized spicy
drink made from roasted cocoa beans. Throughout its history, whether as cocoa
or drinking chocolate beverage or confectionary treat, chocolate has been a
much sought after food.
Drinking chocolate
The secret of chocolate was taken to France in 1615, when Anne, daughter of
Phillip 2 of Spain married king Louis 13 of France .The French court
enthusiastically adopted this new exotic drink, which was considered to have
medicinal benefits as well as being a nourishing food. Gradually the custom of
drinking chocolate spread across Europe, reaching England in the 1650s

First chocolate for eating

Up until this point all chocolate recipes were based on plain chocolate. It was an
English doctor, sir Hanss sloane, who- after traveling in south America-
focused on cocoa and food values, bringing a milk chocolate recipe back to
England. The original Cadbury milk chocolate was prepared to his recipe.

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 History:
The earliest record of chocolate was over fifteen hundred years ago in the
central America rain forests, where the tropical mix of high rain fall combined
with high year round temperatures and humidity provide the ideal climate for
cultivation of the plant from which chocolate is derived, the cacao tree.
Chocolate is made from the cocoa bean, found in pods growing from the trunk
and lower branches of the cacao tree, Latin name theobroma cacao meaning
food of the gods Cacao was corrupted into the more familiar cocoa by the
early European explorers.
The Maya brewed a spicy, bittersweet drink by roasting and pounding the
seeds of the cacao tree with maize and capsicum peppers and letting the mixture
ferment. This drink was reserved for use in ceremonies as well as for drinking
by the wealthy and religious elite; they also ate cacao porridge. The Aztecs, like
the Mayans, also enjoyed cacao as a beverage fermented from the raw beans,
which again featured prominently in ritual and as a luxury available only to the
very wealthy.
The Aztecs called this drink xocolatl, the Spanish conquistadors found
this almost impossible to pronounce and so corrupted it to the easier chocolat
the English further changed this to chocolate. The Aztecs regarded chocolate as
an aphrodisiac and their emperor, Montezuma reputedly drank it fifty times a
day from a golden goblet and is quoted as saying of xocolatl: the divine drink,
which builds up resistance and fights fatigue. A cup of this precious drink
permits a man to walk for a whole day without food

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

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 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

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 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.
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

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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 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 to 20% 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

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 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.
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.

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 CONSUMPTION OF CHOCOLATES IN INDIA

Chocolate consumption in India is extremely low. Per capita consumption

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

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 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,

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family and tradition. Today, it is not only the central element of Nestls
corporate identity but serves to define the Companys products, responsibilities,
business practices, ethics and goals. In 2004, Nestl had around 247,000
employees worldwide, operated 500 factories in approx. 100 countries and
offered over 8,000 products to millions of consumers universally. The
Companys transparent business practices, pioneering environment policy and
respect for the fundamental values of different cultures have earned it an
enviable place in the countries it operates in. Nestls activities contribute to
and nurture the sustainable economic development of people, communities and
nations.
Above all, Nestl is dedicated to bringing the joy of Good Food, Good
Life to people throughout their lives, throughout the world.
Nestle Brands
Milk Products & Nutrition
Beverages
Prepared Dishes and Cooking Aids
Chocolates & Confectionary

MILK PRODUCTS AND NUTRITION:

NESTL EVERYDAY Dairy Whitener
NESTL EVERYDAY Slim
NESTL EVERYDAY Ghee
NESTL MILKMAID
NESTL Fresh 'n' Natural Dahi
NESTL Fresh 'n' Natural Slim Dahi
NESTL Jeera Raita
NESTL MILKMAID Fruit yoghurt
NESTL Milk
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NESTL Slim Milk
BEVERAGES:
NESCAF CLASSIC
NESCAF SUNRISE
NESTL MILO
NESCAF 3 in 1
NESCAF Koolerz
PREPARED DISHES AND COOKING AIDS
MAGGI 2-MINUTE Noodles
MAGGI Vegetable Atta Noodles
MAGGI Dal Atta Noodles
MAGGI Rice Noodles Mania
MAGGI Sauces
MAGGI Pizza Mazza
MAGGI Healthy Soups
MAGGI Healthy Soup- Sanjeevni
MAGGI MAGIC Cubes
CHOCOLATES & CONFECTIONARY
NESTL KIT KAT
NESTL KIT KAT LITE
NESTL MUNCH
NESTL MUNCH POP CHOC
NESTL MILKYBAR
NESTL MILKYBAR CHOO
NESTL BAR-ONE
NESTL FUNBAR
NESTL Milk Chocolate
POLO

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POLO Powermint
NESTL Eclairs
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
IT is a luscious nougat and caramel with delicious choco layer. NESTL
BAR-ONE constantly reminds you that it is Time for Action'.
NESTLE Milk Chocolate:
NESTL Milk Chocolate is a milk chocolate with a delicious taste. Kids
just love it!

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 CADBURY

How Cadbury Chocolate is made

John Cadbury Milk chocolate for eating was first made by Cadbury in
1897 by adding milk powder John paste to the dark chocolate recipe of cocoa
mass, cocoa butter and sugar. By today's standards this chocolate was not
particularly good: it was coarse and dry and not sweet or milky enough for
public tastes. There was a great deal of competition from continental
manufacturers, not only the French,but also the Swiss, renowned for their milk
chocolate. Led by George Cadbury Junior, the Bournville experts set out to
meet the challenge. A considerable amount of time and money was spent on
research and on new plant designed to produce the chocolate in larger
quantities.
A recipe was formulated incorporating fresh milk, and production
processes were developed to produce a milk chocolate 'not merely as good as,
but better than' the imported milk chocolate'. Four years of hard work were
invested in the project and in 1905 what was to be Cadbury's top selling brand
was launched. Three names were considered: Jersey, Highland Milk and Dairy
Maid. Dairy Maid became Dairy Milk, and Cadbury's Dairy Milk, with its
unique flavour and smooth creamy texture, was ready to challenge the Swiss
domination of the milk chocolate market.
By 1913 Dairy Milk had become the company's best selling line and in
the mid twenties Cadbury's Dairy Milk gained its status as the brand leader, a
position it has held ever since.

COMPANY OVERVIEW OF CADBURY INDIA

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 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.
Bytes was first launched in South India in 2003. Since 1965 Cadbury has
also pioneered the development of cocoa cultivation in India. For over two

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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 have a strong

regional presence in beverages in the Americas and Australia.
With origins stretching back over 200 years, today their products -
which include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper,
Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost
every country around the world. We employ around 60,00 people. Their
heritage starts back in 1783 when Jacob Schweppe perfected his process for
manufacturing carbonated mineral water in Geneva, Switzerland. And in 1824
John Cadbury opened in Birmingham selling cocoa and chocolate.
These two great household names merged in 1969 to form Cadbury
Schweppes plc. Since then they have expanded their business throughout the
world by a programme of organic and acquisition led growth. Concentrating on
their core brands in beverages and confectionery since the 1980s, they have
strengthened their portfolio through almost fifty acquisitions, including brand
icons such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor,
Bassett, Dr Pepper, 7 Up and Snapple.
- It employ 60,000 people in over 200 countries
- Worlds No 1 Confectionery company
- World's No 2 Gums company
- World's No 3 beverage compan

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 Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls

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

The story of Cadbury Dairy Milk started way back in 1905 at Bournville,
U.K., but the journey with chocolate lovers in India began in 1948. The variants
Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury
Dairy Milk with a variety of ingredients and are very popular amongst teens &
adults. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy
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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.
Launched in 1969 as a bar of chocolate that was hard outside with soft
caramel nougat inside, Cadbury 5 Star has re-invented itself over the years to
keep satisfying the consumers taste for a high quality & different chocolate
eating experience. One of the key properties that Cadbury 5 Star was associated
with was its classic Gold colour. And through the passage of time, this was one
property that both, the brand and the consumer stuck to as a valuable
association. More recently, to give consumers another reason to come into the
Cadbury 5 Star fold, Cadbury 5 Star Crunchy was launched.
The same delicious Cadbury 5 Star was now available with a dash of rice
crispies
PERK
Cadbury launched Perk in 1996.
With its light chocolate and wafer construct, Cadbury Perk targeted the
casual snacking space that was dominated primarily by chips & wafers.
With the rise of more value-for-money brands in the wafer chocolate
segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. In
2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved
wafer', Perk became even more irresistible

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 CELEBRATIONS
Cadbury Celebrations was aimed at replacing traditional gifting options
like Mithai and dry- fruits during festive seasons. Cadbury Celebrations is
available in several assortments: An assortment of chocolates like 5 Star, Perk,
Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk
chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut
butterscotch and caramels. The super premium Celebrations Rich Dry Fruit
Collection which is a festive offering is an exotic range of chocolate covered
dry fruits and nuts in various flavours and the premium dark chocolate range
which is exotic dark chocolate in luscious flavours.
TEMPTATION
Cadbury Temptations is a range of delicious premium chocolate in five
flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black
Forest and Old Jamaica.

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 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 50.

b) INSTRUMENT

Taking into consideration research instrument selected by me 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:

SAMPLE UNIVERSE JUMBO DARSHAN AREA SAMPLING TECHNIQUE

STRATIFIED RANDOMSAMPLING SAMPLE SIZE 50 RESEARCH
INSTRUMENT A STRUCTURED FORMATTEDQUESTIONNAIRE
RESEARCH PERIOD 10 DAYS

31
 ANALYSIS OF THE STUDY

1)Gender

Gender

Male
female 47%
53%

According to the above analysis it is concluded that females are more than
male for this survey.

2) Age

Age
20-23 24-27 27-30 30 above

0%
16%

84%

According to the above analysis it is concluded that 20-23 age are 84% than
rest age group.
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3)Do you like chocolate

16%

0%

yes
no
maybe

84%

From the above analysis of the given sample of 100 respondents it is

concluded that out of 100 %- 84% people likes to eat chocolate while only
16% people dont prefer to eat chocolate.
4)Which sub brand do you have purchased in cadbury?

13%

31% dairy milk

5star
18%
perk
celebration
temptation
15%
23%

According to the above analysis it is concluded that dairymilk chocolate is

more consumed and loved by people in Cadbury chocolate brand
5)Which sub brand do you have purchased in nestle?

33
 7%

12%
33% kit kat
munch
milky bar
bar one
23%
milk chocolatee

25%

According to the above analysis it is concluded that kit kat chocolate is

more consumed and loved by people in nestle chocolate brand

6) How much importance do you give to the following factor when you
purchase a chocolate.

19%

36% flavour
price
quality
brand
31%

14%

36% people give flavour much importance than price,quality,brand while

purchasing chocolate.
7) Which form of chocolate do you like?

34
 10% 0%
20%

hard
nutties
crunchy
34%
chew
other
36%

According to the above analysis it is concluded that mostly people like

nutties form of chocolate.

8) Which medium of advertisement influence your purchase?

15%

television
10% newspaper
brochures
8% 56% hoarding
display
11%

According to the above analysis it is concluded that Television is the best

medium of advertisement influence purchase of people.
9) how frequently do you purchase chocolates?

35
 4%
11%
27%

daily
weekly
monthly
quarterly

58%

According to the above analysis it is concluded that people purchase

chocolates weekly.

10) What according to you is reasonable price of chocolate in rupees?

7% 5%

15%
below 5
28%
5 to 10
10 to30
30 to 50
above 50

45%

According to the above analysis it is concluded that 10 to 30 rs is

reasonable price of chocolate in rupees.
11) If your prefered brand is not available for repeat purchase then what will
you do?
36
 0%
18%

Postpone your purchase

42%
Switch over to another brand
Go to the other shop
other

40%

According to the above analysis it is concluded that most people will go to

other shop for purchasing the same brand.
12) Your purchase of chocolate is-

12%

occassion
25% as a gift
casual puchase
63%

According to the above analysis it is concluded that mostly people purchase

chocolates casually.
13) Most of my chocolate purchases are pre-planned?

37
 4%

27%

yes
no
maybe

69%

According to the above analysis it is concluded that most of the chocolates

are not pre-planned.
14)what size of chocolate do you normally buy?

4%
6% 18%

11% 15 grm
25-30 gm
80 gm
105gm
200 gm

61%

According to the above analysis it is concluded that 25 to 35 gram chocolate

size is preferable size to purchase.

15) Are you happy with the kind of chocolate brands available in india,today?

38
 9%
7%

yes
no
maybe

84%

According to the above analysis it is concluded that people are happy with
the kind of chocolate brands available in india.

IF no , then why not?(2 responses)

Yes
Size and quality decreasing and price increasing day by day
16)Please give overall ratings for the following of you favourate chocolate
brands

CHOCOLATE TEXTURE 3

BRAND 5

QUANTITY 6

TASTE 3
Column1
QUALITY 4

PRICE 5

0 1 2 3 4 5 6 7
According
to the above analysis it is concluded that Quantity is most favourate among
chocolate brands.

39
17)In terms of sale promotion, Which one of the following is good in your
views?

4%

29%

NESTLE
CADBURY
BOTH

67%

According to the above analysis it is concluded that Cadbury is good as per

sale promotion.
18) Do you think brand ambassador of the company has any impact on the
customer?

24%

YES
NO
7% MAYBE

69%

According to the above analysis it is concluded that YES there is impact of

brand ambassador for purchasing of chocolate brand.
40
19) In camparison with nestle, is the size of cadbury justifiable to its price?

27%

YES
NO
53%
MAYBE

20%

According to the above analysis it is concluded that yes the size of Cadbury
justifiable to its price.

20) Rate the following out of these most liked brand

16%

NESTLE
CADBURY

84%

According to the above analysis it is concluded that Cadbury is most liked

brand than nestle.

41
 FINDINGS

CONSUMER RESEARCH:

Consumer research deals with consumer and their problems and solution
to the problems. In this I came to know about the consumers need and
expectation levels regarding products and ascertainable levels of consumer
satisfaction.

PRODUCT RESEARCH:

Under product research I came to know about the modification which

consumers wants as to the quality, packing, shape, color, and quantity etc of
their favorite chocolate.

PRICING RESEARCH:

This includes ability to consume, to pay for the product, how much a
person can spend on his/her favorite chocolate. In this I have tried to find out
consumers price expectations and reactions.

ADVERTISING RESEARCH:

Under this I have concluded that whether the advertisement appeals the
consumers or not. This also includes evaluating and selecting the proper media-
mix and measuring advertising effectiveness.

42
 SUGGESTIONS AND RECOMMENDATIONS

Company should concentrate more on television for advertisement, as mostly

people get attracted through television only.

For promotional offers, company should go for free gifts rather than going for
other ways.

Nestle company should concentrate on its packing as people are least

satisfied with it while Cadbury should concentrate on the shape of a chocolate.

People are unsatisfied with the price and quantity of chocolate so companies
should concentrate in this regard also.

43
 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 and crunchiness so they are
going towards Kit Kat and Munch of Nestle due to its taste and crunchiness.

It is thus concluded from the facts collected that mostly people refer to
buy big pack of their favorite chocolate, and sometimes some of them go for
small and family pack.

44
 REFERENCE

http://www.cadburyindia.com
http://www.nestle.com
http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
http://www.google.com
http://www.cadbury.co.nz/carnival/index.htm
http://www.packaging -technology.com//cadbury4.html
http://www.chocolatereview.co.uk
http://en.wikipedia.org/wiki/preference

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