Project Report

Project Report
Of
Economics
Study of Demand & Supply of Sweet

(Cadbury Celebration)
At
Som Lalit Institute of Management Studies

Year: 2010
Semester 1
PGP: 2010-2012
Submitted to: Submitted by:
Mr. Shreekant Iyengar Bhavik Gandhi (10)
Darpan Mittal (22)
Nikita Patel (34)
Tanvi Nahar (46)
Ravi Vyas (58)
Economics: Study of Demand and Supply of Sweet (Cadbury
Celebration) [2010]
Table of Contents
Page
No. Titles
No.
1. Objective___________________________________________ 3
2. Product taken__________________________________________ 4
2.1 Why this product__________________________________________ 4
2.2 Introduction to product_____________________________________ 4
2.3 Other Substitute products available___________________________ 5
3. Other Researches or Surveys’ done _______________________ 6
4. Research Methodology________________________________ 10
4.1 Questionnaire and Different effects to study____________________ 13
5. Problems____________________________________________ 15
5.1 General _________________________________________________ 15
5.2 Faced during the Survey____________________________________ 15
6. Findings from Survey___________________________________ 16
6.1 Observation Table________________________________________ 26
7. Limitations__________________________________________ 28
8. Conclusion__________________________________________ 29
9. References__________________________________________ 30
2
Som-Lalit Institute of Management Studies (PGP – 2010-12; Semester 1)
Celebration) [2010]
1. OBJECTIVE
To Study: The demand and supply analysis of any particular sweet in a sweet
shop
• To study why people are opting for Modern Sweets and limiting to
traditional sweets
• To study the changing demand and supply trend in the market for the
same
• To know the substitutes and complementary effects on the same
• To know different factors affecting the demand and supply such Price,
Taste and Preferences, Influence and Expectation.
3
Celebration) [2010]
2. PRODUCT INFORMATION
Product Taken: We have chosen our product of sweet as “Cadbury

Celebration”.
2.1 Why this product?
• Modernization and globalization
• High Storability
• Large variations in product size and price
• Easy Handling
• Easy Availability
• Urge for change
• Brand Name
• Value associated to the product
• High perishability of traditional sweet
• Skepticism towards the ingredients used for traditional sweet
2.2 Introduction
4
Celebration) [2010]
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 flavors and the premium dark chocolate range which is
exotic dark chocolate in luscious flavors.
2.3Other Substitute products
• Traditional Sweets
• Gift Articles
• Bakery Products
• Ice cream
• Amul’s Rejoice
• Nestle’s Selections
5
Celebration) [2010]
3. Other Researches or Surveys’ done
There were several researches done on the confectionary products. From that
some were relevant to our survey. We would like to show below their findings
and conclusion of what they studied and carried out: -
1. Survey 1 (On Cadbury)

This survey is about the confectionaries, their liking, awareness, and different
attributes.
Market Share: Chocolate

5% 1%
14% Cadbury
(70%)
Nestle
(14%)
Amul
(5%)
70% Others
(1%)
30
25
20
Very Important
15 Important
Normal
10
Least Important
5 None
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Celebration) [2010]
7
Celebration) [2010]
Findings from this survey: -
• Synonym for the word chocolates.
• Cadbury dairy milk (CDM) is flagship brand
• Aiming to replace traditional gifting options like “Mithai” and dry-fruits
• All occasion item & targeted towards whole family
• Medium size is preferred. Small size packs targeted for rural market
• Brand loyalty towards Cadbury is very high
• Brand name, quality & flavor are most important factors
(Deepak Dodamani, 2010)
2. Survey 2 (Comparison between Nestle and Cadbury)
Which of these factors affects you the most?
8
Celebration) [2010]
Which Size of Pack you buy?
Which sub-brands you like the most?
9
Celebration) [2010]
Findings from this Survey: -
• By doing the comparison of Nestle and Cadbury chocolates, we have

found that the preference of the chocolates more preferred by the
consumer is Cadbury.
• From the analysis we have found that Nestlé’s some brand has covered
50% of the market in one product (Munch) of the chocolates which is a
very good sign for the company.
• Through the research we found that consumer is very conscious about the
quality of the product in that matter they are not ready to compromise.
And we found both company product are very qualitative.
• In some cases we found that if a product is not available in the market
than some consumer would to switchover to another product or brand.
10
Celebration) [2010]
• So from these survey we have found that the consumption of the

chocolates are more in children and teenage group though having any
occasion or not having any occasion.
• The most selling product of both the companies is in small size of
chocolates and there market share is 73% because it’s not much costlier
and is also easily available & affordable.
(Khandari, 2010)
11
Celebration) [2010]
4. 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 Preferences of people
of Cadbury Celebration v/s Traditional Sweet by the people. The data had
been used to cover various aspects like consumer’s preference and
customer’s satisfaction regarding Cadbury Celebration and Traditional sweet.
In collecting requisite data and information regarding the topic
elected, we went to the residents of peoples and collected the data.
Relevance of the Study
This research is been conducted to survey the product on preference behavior of

consumer in selection of Cadbury Celebration v/s Traditional Sweet. The
relevance of the study is to survey the product preference, tastes and other
factors of Cadbury Celebrations, which are consumed by people of all ages.
During this research we have interacted with people of Ahmedabad City. This
research is to know which particular thing is most preferred by people of
different age groups.
Research Design
For any researcher the research methodology is the most important criteria to
decide before the actual research process starts.
There are many methods for conducting the research some of them are as under;
a) Descriptive vs. Analytical
b) Applied vs. Fundamental
c) Quantitative vs. Qualitative
12
Celebration) [2010]
d) Conceptuel vs. Empirical

e) Field setting or laboratory testing research
The design of a research is a plan or a model that helps researcher to conduct a

formal investigation and survey. It is an application of methods and procedures
for acquiring the information needs for getting a desire outcome. It decides the
sources of data and methods for gathering data. A good design insures that the
information obtained is relevant to the research question and that it was
collected by objectives. Since, research design is simply the frame work or plan
for a study. It is a blue print that of a house devised by an architect. Our
approach to research is descriptive and quite specific.
Out of these all research methods the research method, which was most suitable
to our research, was descriptive research because it provides us all the
opportunities to cover the all the aspect that we require to conduct the research
and get an appropriate outcome.
Descriptive Research
Descriptive research includes surveys and fact – finding enquires of different

kinds. The major purpose of descriptive research is description of the state of
affairs as it exists at present. In social science and business research we often
use the term Ex post facto research for descriptive research studies. The main
characteristic of this method is that the researcher has no control over the
variables; he can only report what has happened or what is happening.
13
Celebration) [2010]
Scope of the Study:

As learning is a human activity and is as natural, as breathing. Despite of the
fact that learning is all pervasive in our lives, psychologists do not agree on how
learning takes place. How individuals learn is a matter of interest to marketers.
They want to teach consumers in their roles as their roles as consumers. They
want consumers to learn about their products, product attributes, potential
consumers benefit, how to use, maintain or even dispose of the product and new
ways of behaving that will satisfy not only the consumer’s needs, but the
marketer’s objectives.
The scope of our study restricts itself to the analysis of consumer preferences,
perception and consumption of Cadbury Celebrations. The scope of my study is
also restricts itself to Ahmedabad region only. There are 2 sources of data i.e.
A) Primary Data
The data, which are collected for the first time, directly from the
respondents to the base of knowledge & belief of the research, are
called primary data. The normal procedure is to interview some
people individually or in a group to get a sense of how people feel
about the topic. So far as this research is concerned, primary data is
the main source of information provided by the respondents.
B) Secondary Data
When the data is collected and compiled in the in a published nature

it is called Secondary data. So far as this research is concerned
internet, many brochures and magazines have been referred too.
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Celebration) [2010]
Data Collection
A) SAMPLING DESIGN
It is true that it is very difficult to do research with whole universe.

As we know that it is not feasible to go with population survey
because of the numerous Doctors and their scattered location. So for
this purpose sample size has to be determined well in advanced and
selection of the sample also has to be scientific so that it represents
the whole universe. So far as this research is concerned, the sample
size is 100.
B) INSTRUMENT
Taking into consideration research instrument selected by us is

questionnaire because it gives more flexibility in terms of data and it
has been asked to the responder personally and has an idea of
getting an important unknown data that can be collected through
their behavior.
C) MODE OF DATA COLLECTION
Data collection mode is personal visit and filling up of the

questionnaire.
4.1 Questionnaire and Different Effects to Study
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Celebration) [2010]
We will demonstrate here some of the questions of questionnaire with the

effects associated to it which we studied to come to the conclusion of the survey
and to find different pattern & observations associated to the objective.
Some of the Sample questions are as below: -
Effects Sample Questions

Price • What if the prices of Cadbury Celebrations increases,
would you still buy it?
Taste • What do you like as sweet at occasions or on any
&Preference event? Why?
• How much does the Taste matters for selection of

Cadbury Celebration against Traditional Sweet?
Expectation • On what factors do you buy Sweets? (Rank from 1-6,
1 means First priority and then on…..)
Substitution • The reasons to stay away from traditional sweets
Factors are………….
• Why do you select Cadbury celebration as modern

sweets?
Comparison to • How will you rate Cadbury against other
Substitute confectionary industry organization (e.g. Nestle, Amul
etc.) if they launch similar product?
Products
Age Effect • What is your age group?
Influence Effect • How much are you influenced by advertisements to
buy Cadbury Celebration?
Consumption • Are you buying chocolates regularly?
16
Celebration) [2010]
5. Problems
During any survey done there are many problems found while making or doing
the surveys. So we have classified the problems we found into two categories: -
• General
• Faced during the Survey
General
1. It was very hard to convince people to fill the questionnaire as according

to them it was very lengthy or contained many questions. To bring their
interest to fill questionnaire was really a tough job.
2. Many people were expecting for something in return of filling the
questionnaire like some of them demanded a chocolate or any free stuff.
3. Elder persons and housewives were more inclined towards traditional
sweets and were reluctant to fill the surveys.
4. Language problem was a major issue when we encounter the regional
audiences.
5. Many people were facing difficulty in understanding the questions. For
example “Question 9” it was stated to rank the options, but target
audience misunderstood it as to select single option only.
Faced During the Survey
1. Getting the information regarding the supply of Cadbury Celebration was

the tedious task as; suppliers were not reluctant to share the data.
2. Building the questionnaire is also a tough job, as it was the first Hands on
Experience with this type of project work.
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Celebration) [2010]
3. Public Interaction became difficult at times when the people deviated

from the survey objective to the other talks which were not related to the
tasks.
18
Celebration) [2010]
6. Findings from Survey

The survey for the Cadbury Celebration v/s Traditional Sweets yields the results
in the favor of Cadbury Celebration, as we performed the survey, we found the
below mentioned results (Bhavik & Darpan & Nikita & Tanvi & Ravi, 2010):
Price effect:
• 41% of the people surveyed think that price is “Somewhat important”

while selecting Cadbury celebration over traditional sweets.
• 89% of the people surveyed said that, though the price of Cadbury
celebration increases they would still buy it.
Price Effect on Buying Pattern

100% 89%
90%
80%
70%
60%
50%
40%
30%
20% 11%
10%
0%
Yes, Will Buy No, Will not Buy
19
Celebration) [2010]
Preference towards type of Cadbury Celebration:
• Out of the people surveyed, 43% and 48% think that taste is
extremely important and very important respectively.
• The following are the taste preferences of the people surveyed: -
40% - Dry Fruits
31% - Caramel Based
Preference towards type of Cadbury

Celebration
45% 40%
40%
35% 31%
30%
25%
20% 17%
15% 12%
10%
5%
0%
Caramel Milk Dry Fruits Cake Based
20
Celebration) [2010]
Expectation effect:
• From the survey it was found that expectation of people varied on

the basis of different attributes of sweets. And they are ranked as
under:
First – Quality
Second – Brand name
Third – Price
Fourth – Availability
Fifth - Newness
Sixth – Box Packing
21
Celebration) [2010]
22
Celebration) [2010]
Preference:
• 88% of the people surveyed accepted Cadbury Celebration as a

Sweet against Traditional sweet.
• As per the preferences of the people surveyed, more than 46% of
them rated Availability and Taste as VERY IMPORTANT & Quality as
Extremely Important against Traditional Sweet
Liking Percentage
100%
88%
90%
80%
70%
60%
50%
40%
30%
20% 12%
10%
0%
Cadbury Celebration Traditional sweet
23
Celebration) [2010]
24
Celebration) [2010]
Substitution effect:
• Modernization Trend (voted by 54%), is the main factor resulting people to

shift towards Cadbury Celebration instead of traditional sweet
• Moving towards Cadbury Celebration is dominated by two major factors: -
• A change from Traditional sweet (voted by 39%)
• Easy Handling (voted by 35%)
• If price and availability are the constrained, people would prefer GIFT
ARTICLES instead of Cadbury Celebrations (voted by 73%)
Substitution Factors
45%
39%
40%
35%
35%
30%
25%
20% 16%
15%
10%
10%
5%
0%
Stored for long time Change from Easy to Handle Follow the trend
traditional sweet
25
Celebration) [2010]
Substitution Factors
60% 54%
50%
40%
30%
18% 18%
20%
10%
10%
0%
High Price Skepticism Modernization Storability
Trend
Substitution Effect
80% 73%
70%
60%
50%
40%
30%
17%
20%
10%
10%
0%
0%
Gift Ice Cream Sweets Bakery Items
26
Celebration) [2010]
Comparison of Substitute Products:
• 77% of the people surveyed rated Cadbury Celebration as BEST or

BETTER confectionary item than its other rivals such as Amul’s
Rejoice and Nestle’s Selections.
27
Celebration) [2010]
Age effect:
• Youngsters According to the survey, the consumption of Cadbury

Celebration was seen among the age group of 15-24 and 25-34
• Whereas the elder age groups were reluctant to use Cadbury
Celebration instead of Traditional Sweets
• To ask the question to the minor age group of 5-14 years was not
worthy as they do not have the purchasing power.
Age Group
50% 45%
45%
40%
35%
29%
30%
25%
20%
15% 12%
9%
10% 5%
5% 0%
0%
5-14 15-24 25-34 35-44 45-54 Above 55
Years
28
Celebration) [2010]
Influence effect:
• 37% and 31% of people are influenced highly and very highly for
buying the Cadbury Celebrations.
Influence of Advertisement
40% 37%
35% 31%
30%
25% 22%
20%
15%
10%
10%
5%
0%
Very High High Moderate Little
29
Celebration) [2010]
Consumption:
• 64% of the people surveyed buy a Medium pack of Cadbury
Celebration
• 26% of the people surveyed buy a Family pack of Cadbury
Celebration
• 10% of the people surveyed buy a Small pack of Cadbury
Celebration
30
Celebration) [2010]
6.1 Observation Table
Effect Observation
Price • 41% of the people surveyed think that price is
“Somewhat important”
• 89% of the people surveyed said that, though the price
of Cadbury celebration increases they would still buy it
Taste • 43% think that taste is extremely important
&Preference • 48% think that taste is very important
• 40% people like Dry Fruits based Cadbury Celebration
• 31% people like Caramel Based Cadbury Celebration
• 88% of the people surveyed said they like Cadbury
Celebration as Sweet
Expectation
Expectation towards the product are ranked as follows: -
1st – Quality
2nd – Brand name
3rd – Price
4th – Availability
5th - Newness
6th – Box Packing
Substitution
Factors The major factors that acted to shift towards the substitute of
Traditional sweet i.e. Cadbury Celebration are: -
• 54% of people said Modernization Trend
• 39% of people said A change from Traditional sweet
• 35% of people said Easy Handling
• 10% of people said Storability
Comparison to • 77% of the people surveyed rated Cadbury Celebration
Substitute as BEST or BETTER
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Celebration) [2010]
Products
Age Effect • 75% of age group was 15-34
• 12% of age group was 35-44
• 9% of age group was 45-54
• 5% of age group was 55 and above
Influence • 31% of people are very highly influenced by

Effect advertisements for buying the Cadbury Celebrations.
• 37% of people are highly influenced by advertisements
for buying the Cadbury Celebrations.
Consumption • 64% of the people surveyed buy a Medium pack of
Cadbury Celebration
• 26% of the people surveyed buy a Family pack of
Cadbury Celebration
• 10% of the people surveyed buy a Small pack of
Cadbury Celebration
(Bhavik & Darpan & Nikita & Tanvi & Ravi, 2010)
32
Celebration) [2010]
7. Limitations
In attempt to make this project authentic and reliable, every possible aspect of
the topic was kept in mind. Nevertheless, despite of fact constraints were at play
during the formulation of this project. The main limitations are as follows: -
• Due to limitation of time only few people were selected for the study. So
the sample of consumers was not enough to generalize the findings of the
study.
• The main source of data for the study was primary data with the help of
self-administered questionnaires. Hence, the chances of unbiased
information are less.
• People were hesitant to disclose the true facts.
• The chance of biased response can’t be eliminated though all necessary
steps were taken to avoid the same.
• Also, together the information in the most précised manner was the main
task, but due to the lack of co-operation from audience data would not be
100% adequate for study.
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Celebration) [2010]
8. Conclusions
A survey of the people has been conducted to know the liking pattern between
Cadbury Celebrations and Traditional Sweets. It is observed that overall people
like to buy Cadbury Celebration rather than Traditional Sweets on the occasions
or to use it as a gift option. It is concluded that mostly people preferred Cadbury
Celebration over Traditional Sweet due to its flavor/taste, quality and brand-
image and due to its attractive packaging. Some people often like to have sweets
with good flavor, quality and attractive packaging. Some people often like to
have sweets with good flavor, quality taste and availability. It is thus concluded
from the facts collected that mostly people refer to buy medium pack of their
Cadbury Celebration as a sweet, for which Cadbury has invented a new product
as a replacement of “Mithai” on occasions, and sometimes some of them go for
small and family pack.
34
Celebration) [2010]
9. References
Bibliography
Bhavik & Darpan & Nikita & Tanvi & Ravi. (2010). Survey on Cadbury Celebration
v/s Traditional Sweet. Ahmedabad: SLIMS.
Deepak Dodamani. (2010, May 12). Survey on Cadbury India. Mumbai,

Maharashtra, India.
Khandari, J. (2010, May). STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE

& CADBURY. Retrieved October 2010, from Scribd:
http://www.scribd.com/doc/8201172/study-of-consumer-behaviour-
towards-nestle-and-cadbury-choclates
35

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Study of Demand & Supply of Sweet

Som Lalit Institute of Management Studies

• To know the substitutes and complementary effects on the same

Product Taken: We have chosen our product of sweet as “Cadbury

2.1 Why this product?

• Modernization and globalization

• Large variations in product size and price

• Urge for change

• Value associated to the product

• High perishability of traditional sweet

• Skepticism towards the ingredients used for traditional sweet

Cadbury Celebrations was aimed at replacing traditional gifting options like

2.3Other Substitute products

3. Other Researches or Surveys’ done

1. Survey 1 (On Cadbury)

Market Share: Chocolate

Findings from this survey: -

• Synonym for the word chocolates.

• Cadbury dairy milk (CDM) is flagship brand

• Aiming to replace traditional gifting options like “Mithai” and dry-fruits

• All occasion item & targeted towards whole family

• Brand loyalty towards Cadbury is very high

• Brand name, quality & flavor are most important factors

(Deepak Dodamani, 2010)

2. Survey 2 (Comparison between Nestle and Cadbury)

Which of these factors affects you the most?

Which Size of Pack you buy?

Which sub-brands you like the most?

Findings from this Survey: -

• By doing the comparison of Nestle and Cadbury chocolates, we have

• So from these survey we have found that the consumption of the

Relevance of the Study

This research is been conducted to survey the product on preference behavior of

d) Conceptuel vs. Empirical

The design of a research is a plan or a model that helps researcher to conduct a

Descriptive research includes surveys and fact – finding enquires of different

Scope of the Study:

When the data is collected and compiled in the in a published nature

It is true that it is very difficult to do research with whole universe.

Taking into consideration research instrument selected by us is

C) MODE OF DATA COLLECTION

Data collection mode is personal visit and filling up of the

4.1 Questionnaire and Different Effects to Study

We will demonstrate here some of the questions of questionnaire with the

Effects Sample Questions

• How much does the Taste matters for selection of

• Why do you select Cadbury celebration as modern

1. It was very hard to convince people to fill the questionnaire as according

Faced During the Survey

1. Getting the information regarding the supply of Cadbury Celebration was

3. Public Interaction became difficult at times when the people deviated

6. Findings from Survey

• 41% of the people surveyed think that price is “Somewhat important”

Price Effect on Buying Pattern

Preference towards type of Cadbury Celebration:

Preference towards type of Cadbury

• From the survey it was found that expectation of people varied on

Second – Brand name

Sixth – Box Packing

• 88% of the people surveyed accepted Cadbury Celebration as a

• Modernization Trend (voted by 54%), is the main factor resulting people to