SYNOPSIS

On
“Buying Behavior of consumers of age group 18-
25 for milk chocolate bars with special
reference to:-

“
(A case study of Rohtak)

Master of Business Administration

(M.B.A)
Session 2007-2009
Submitted By:-
Name :- Ritu
Roll No. :- 545

SHRIBABA MASTNATH INSTITUTE OF

MANAGEMENT STUDIES AND RESEARCH,
ASTHAL BOHAR, ROHTAK.
 Contents (Index)

 Introduction to the study

 Research Methodology

A. Problem Statement

B. Research Design

 Area of Study

 Objective of the Study

C. Data Collection

 Data Collection Methods

 Data Collection Techniques

D. Sampling Design

 Sampling Unit

 Sample Size

 Sampling Techniques

 Constraints of the study

 E. Statistical & Analytical Tools

 Analysis & Interpretation

 Findings

 Conclusions

 Suggestions

 Annexure

 Questionnaire

 Bibliography
 Introduction

This project is about preference of the consumers towards FMCG products i.e.

chocolates in domestic market (in special context of nestle, Cadbury & Amul

chocolates)

The story of chocolate began in the new world with the Mayans, and also the

word chocolate comes from the Mayan word xocoatl, and the word cocoa from

the azlec cacahuati, who drank a dark brew called cacahuaquchtl. Later, the

Aztec consumed chacahoua and used the cocoa bean for currency. In 1523, they

offered cocoa beans to Cortez, who introduced chocolate to the world, where it

swiftly became a favorite food among the rich and noble of Europe.

From the beginning, turning raw, bitter cocoa beans into what one 17 th century

writer called “the only true food of the gods” has been a fine art, a delicate

mixture of alchemy and science. Centuries ago it was discovered that

fermenting and roasting the beans could create an almost otherworldly flavor. In

1875, after years of trying, a 31-year-old candy maker in vevey named Daniel

peter figured out how to combine milk and cocoa power.

The ancient Aztecs believed chocolate

To be the “FOOD OF THE GOD ”

Firstly, there is a need to know about the chocolate…that what is chocolate.

Why chocolate is the most popular dessert flavoring around.

MEANING OF CHOCOLATE:-

1. A preparation of the seed of cocoa, roasted, husked, and ground (without

removing any of the fat), often sweetened and flavored, as with vanilla.

2. A beverage or confection made from this.

3. Dark brown.

4. A divine substance inspiring passion in those who consume it.

Origin of chocolate

The word chocolate comes from the Mayan word xocoatl, and the word ‘cocoa’

from the Aztec cacahuatl. In Mexico, the beverage was called chocolath, from

lath (water) and choco. Supposedly the Spaniard found the Mexican word har to

pronounce and called it cacao. Chocolath, chocolath, chocolath. Puff puff. See?

I did it! (But let’s stick to cocoa) *LoI*

From cocoa to chocolate

Sorting, clearing, frying, crushing, grinding is the only small part of stages of

production cycle transforming cocoa beans in chocolate, which we eat.

Chocolate is really the unique product, tasty, highly nutritive (about 550 kkal in

100gm of a product), capable to be stored by years without change of

properties. It contains 50-55% of carbohydrates, 32-35% of fat, 5-6% of fibers.

And also tannin substances (4-5%), stimulators-the bromine and caffeine (1-

1.5%), microelements Na, K, Mg, P, Fe and vitamins B1, & B2.

 HISTORY OF CHOCOLATE

The discovery of cocoa was only a first step in the direction of chocolate. The

Mayas were the first to cultivate the cocoa bean for the fruits it yielded. They

used the beans as an ingredient in their favorite chocolate drink ‘xocotlatl’.

Legend suggests that the first beans came out of paradise and lent wisdom and

power to the person that ate them. For obvious reasons, the use of cocoa was

kept to a minimum by the emperors.

Before the Spanish explorers discovered the New World, chocolates and other

“exotic” foods were totally unknown in Europe. Columbus was the first

European to become acquainted with cocoa, but he wasn’t exactly impressed.

During one of his conquest in the New World he met the Aztecs. For many

generations, they drank an infusion of grilled seeds and spices. This mixture

tasted disgusting and it also contained cocoa beans. The Aztecs adopted the ides

of cocoa consumption from the Mayas.

However the conquistadors pizzaro and, in particular, Cortes did show interest

in the bean. Fernando Cortes reached the east coast of Mexico in 1519. as an

honored guest of Montezuma (Aztec emperor and inveterate chocolate fanatic)

he was offered xocotlatl –a small portion of aromatic chocolate drink mixed eith

vanilla, pepper and other herbs.

For the Mayas, cocoa beans were very important, not only were they a poplar

means of exchange, they also had a religious value. The Mayas sacrificed cocoa

beans at the funerals of the upper class.

 RESEARCH METHODOLOGY

Research methodology in a way is a written game plan for conducting research.

Research methodology has many dimensions. It includes not only the research

methods but also considers the logic behind the methods used in the context of

the study and complains why only a particular method of technique has been

used. It also helps to understand the assumption underlying various techniques

and the criteria by which they can decide that certain technique will be

applicable to certain problems and other will not. Therefore in order to solve a

research problem, it is necessary to design a research methodology for the

problem as the some may differ from problem to problem.

This chapter focuses on the various techniques, methods and assumptions

used in this study. It sheds light on the research problem, objectives of the study,

and also its limitations. The later part of the chapter explains the manner, in

which the data is collected, classified, tabulated, analyzed and interrupted so as

to each to conclusive results.

The study is of diagnostic nature and thus the overall research design is

going to be rigid. The design should provide enough provision for protection

against bias-ness and must maximize reliability.

A) PROBLEM STATEMENT:-

Research work is management parlance is extremely important for a

given close view of the relatives of the real life business issues . For any

management student who is striving to perform outstandingly. It is of paramount

importance that apart from theoretical knowledge he must also gain some

practical knowledge. Survey report deals specially with providing an

opportunity to management students to have some exposure in real business

world. My study topic deals with Consumer Behavior and different factors that

influence consumer to purchase a particular brand of chocolates.

As chocolate is regarded as one of the biggest Fast Moving Consumer

Good (FMCG), there are many factors in mind of consumer which induce them

to purchase a particular brand of chocolate. Some of these factors are Price,

Taste, Packaging, Brand name. Ever changing behavior of consumer,

dominance of different brands in the market compelled me to undertake a

research work in this segment. The prime objective of my study is to analyze the

effect of various factors on buying behavior of consumers.

B) RESEARCH DESIGN:-

To analysis the buying behaviors of the residents of Rohtak Sample Survey

Methods has been employed through other methods are also important. This

method is given prime significance in modern research because of its extensive

use to study the relationship of different factors, attitudes and practices of

society and to explore the problems that cannot be treated by experimental

methods.

To collect data, a number of techniques are employed under the sample

survey method i.e. questionnaire. The increasing use of questionnaire is

probably due to increased emphasis by social scientists on quantitative

measurement to uniformly accumulated data.

A) Area of study:-

The area of the study is different Markets of Rohtak in order to collect the

Primary data from the respondents.

B) Objective:-

1. To study the brand preferences of consumers from the three brands of

chocolates i.e. Amul, Cadbury, Nestle available in the market.

2. To find the extent of brand loyalty of consumers that exists among

different chocolate brands.

3. To study the influence of various aspects on buying behavior. These

factors are:-

 Price

 Taste

 Brand name
  Packaging

4. To study the usage & brand awareness of chocolates product in among

the residents of Rohtak.

5. To study the consumer preference for different chocolate products.

C) SELECTION OF SAMPLE:-

It becomes impossible to contact each and every individual of the population

due to limitations of essential resources like time and money. Therefore, the

study is preferably allowed down to a representation sample to make the study

more manageable.

Keeping in the view the objectives and resource limitation of the study,

100 respondents were considered.

Respondents 100(Youths of age group 18-35)

The selected sample is representative of the population and is accurate

and practicable.

D) SAMPLING PLAN:-

The following factors will be taken into consideration within the scope of

sampling plan:
 I Sampling Unit: It defines the target population that will be sampled

i.e. it answers who is to be surveyed. In this study, the sampling unit is youth

with in the age group of 18-25 years.

II Sampling Size: - It indicates the numbers of people to be surveyed.

Though large samples give more reliable results than small samples but due to

constraints of time and money, the sample size was restricted to 100

respondents.
 CONSTRAINT OF THE STUDY

There are following constraints of the study which can be explained as:-

1) The time of research was short due to which many fact has been left

untouched

2) The Area undertaken in research in Yamuna Nagar only. But to do a

completer research a wide area is required, so the area is also a

constraint of the study.

3) Sample for the study taken is of only 100 consumers. Which can also

act as a constraint in the study.

4) While collecting data some of the consumers are not willing to fill the

questionnaire, so they might not fill their true behavior. This can also

be a constraint of the study.

 FINDINGS

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

among all the three to brands i.e. Cadbury, Nestle and Amul. The brand at first

place is Cadbury, the Nestle (2nd) and last is Amul. Among all these three

Cadbury is having the largest market share i.e. 40, Nestle 35 and Amul

25. Among all these Brands Cadbury is the only company offering largest

number of brands in chocolates i.e. 6 (only for milk chocolate bars). As

compared to Cadbury Nestle Company is having 2 brands and Amul is with 4

brands of chocolates.

 The buying behavior of consumer for different brands of milk chocolate

bars is effected by various factors like price, taste, packaging, brand etc.

as shown in Analysis and Interpretation part, in the form of group

correlation.

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

consumers consume milk chocolate bars more than once in a week. It has

been calculated for all the three brands separately which has been taken in

the study.

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

affect the buying behavior of consumers and this finding has been proved

with the help of questionnaire.

 The most important factor which consumers consider while purchasing

any milk chocolate bars is Taste of that chocolate. They give preference

to other factors also, but most important thing is taste.

 The buying behavior of consumers is also affected by the different type of

advertisements. And the most influencing media is electronic media, and

from reference group friends are at most influencing position.

 Quality is the most important factor which consumers consider while

switching over to any other brand of milk chocolate bars.

 Consumers of Rohtak are more attracted towards the foreign brands like

Cadbury and Nestle and demand that more number of foreign milk

chocolate bars should be available in the market, like some milk

chocolate bars brands of Swiss and French chocolates. As this thing

shows that consumer of Rohtak are more satisfied with the foreign brands

and hence demand more of it. But brands like Amul are not able to get

proper place in the market in spite that good advertisement is being done

by Amul also.
 Questionnaire
On

“Buying behavior of consumer for

Milk chocolate bar of age group 18-
25
With special reference to 3 companies
i.e.
Cadbury, Nestle and Amul”

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

Cadbury Nestle Amul

RANK 1

RANK 2

RANK 3

Q2. What is your pattern of consumption?

More than one per day Daily

One

3-4 Chocolate per week

Weekly Rarely

Q3. You purchase same chocolate every time…

Strongly Agree Agree

Neutral

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

Price Taste

Brand

Packaging

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

High High Average Average

Low Average Low

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

Magazine _______

Newspaper _______
Radio _______
Television _______
Other _______
 Q7. Which reference group influence you most to buy a particular chocolate?

Friends _______

Family _______
Retailer _______
Celebrity _______
Other _______

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

Strongly agree Agree

Neutral

Disagree Strongly Disagree

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

Price Quality Brand Name

Advertisement and Reference group Taste

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

Strongly Satisfy Satisfy

Neutral

Dissatisfy Strongly

Dissatisfy

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

Name of theconsumer ____________________________________

Age ____________________________________

Sex ____________________________________
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