STUDY OF CONSUMER PREFERENCE TOWARDSCADBURY AND NESTLE CHOCOLATES PROJECT REPORT SUBMITTED TO RIMT-IMCT,INPARTIALFULFILMENTOF THEREQUIREMENT FOR THE DEGREE

OFMASTER OF BUSINESS ADMINISTRATION G U I D E : S U B M I T T E D B Y : Ms. MANJARI JASDEEP SINGH KANDHARIENROLMENT No.632222356 R I M T - I N S T I T U T E O F M A N A G E M E N T A N D COMPUTER TECHNOLOGY,MANDI GOBINDGARH

DECLARATION Hereby declare that the project report entitled STUD Y O F C O N S U M E R PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES submitted for the degree of Master of Business Administrat ion, is my original work and the projectreport has not formed the basis for the award of any diplo ma, degree, associate ship,fellowship or similar other tit les. It has not been submitted to any other universit y or institution for the award of any degree or diploma.Place:D a t e : J a s d e e p S i n g h MBA-IV Sem

CERTIFICATE This is to certify that Mr.JASDEEP SINGH of MBA fourth semester of RIMT, MandiGobindgarh has completed her project report on the topic of STUDY OF CONSUMER PREFERENCE TOWARDS NESTLE AND CADBURY CHOCOLATES under thesupervision of Ms.MANJARI faculty member of RIMT-IMCT.To best of my knowledge the report is original and has not been copied or submittedanywhere else. It is an independent work done by himMs.ManjariRIMT-IMCTMandi Gobindgarh

ACKNOWLEDGEMENT S u r v e y i s a n e x c e l l e nt t o o l fo r l e a r n i n g a nd e x p lo r a t io n. N o c l a s s r o o m r o u t i ne c a n subst itute which is possible while working in real sit uat ions. Applicat ion of theoreticalknowledge to practical situations is the bonanzas of this survey.Wit hout a proper combinat ion of inspect ion and perspirat ion, its not easy to

achieveanyt hing. There is always a sense of gratitude, which we express to others for the helpand the needy services they render during the different phases of our lives. I too wouldl i k e t o do it a s I r e a l l y w i s h t o e xp r e s s m y g r a t it u d e t o w a r d a l l t ho s e w ho ha v e be e n helpful to me directly or indirectly during the development of this project.First of all I wish to express my profound grat itude and sincere thanks to my esteemedlearned Director Dr. B.S. Bhatia , Director RIMT, Mandi Gobindgarh, who allowedme to conduct the survey.I would like to thank my professor Ms. Manjari who was always there to help and guideme when I needed help. His percept ive crit icism kept me working to make this project more full proof. I am thankful to him for his encouraging and valuable support. Workingunder him was an extremely knowledgeable and enriching experience for me. I am verythankful to him for all the value addition and enhancement done to me. No words can adequately express my overriding debt of gratitude to my parents whoses u p p o r t he l p s m e i n a l l t he w a y. A bo ve a l l I s h a l l t ha n k m y fr i e nd s w ho c o n s t a nt l yencouraged and blessed me so as to enable me to do this work successfully. Jasdeep SinghMBA

INTRODUCTION I n t h i s r e s e a r c h I ha v e s u r ve y t he p r o d u c t p e r fo r m a nc e a n d bu y i n g b e h a v io r o f t w o famous brands of chocolates Nestle and Cadbury, which are consumed by people of allages. During this research I have interacted with people of Ambala. After this researchI came to know how people perceives these products on the variables like price, quality,advert isement, sat isfact ion, taste, packaging, brand loyalt y etc. I also came to

knowwhich part icular brand of chocolate is most preferred by people of different age groups.I n t h i s r e s e a r c h I ha v e s u r ve ye d t ha t ho w fr e q u e nt l y a n d ho w m u c h c ho c o l a t e t he yconsume, whether they buy small, big or family pack. Trend of ongoing changes in their l i k i n g s h a s b e e n s h o w n i n t h e r e p o r t . I n t h i s r e p o r t I h a ve t r i e d t o e xp l a i n t he e nt i r e research and facts product wise

CONSUMER PREFERENCE All market ing starts wit h the consumer. So consumer is a very important person to amarketer. Consumer decides what to purchase, for whom to purchase, why to purchase,from where to purchase, and how much to purchase. In order to beco me a successfulmarketer, he must know the liking or disliking of the customers. He must also know thet ime and the quant it y of goods and services, a consumer may purchase, so that he maystore the goods or provide the services according to the likings of the consumers. Goneare the days when the concept of market was let the buyers beware or when the marketw a s m a i n l y t he s e l l e r s m a r k e t . N o w t he w ho l e c o n c e p t o f c o ns u m e r s s o ve r e i g nt y prevails. The manufacturers produce and the sellers sell whatever the consumer likes. Inthis sense, consumer is the supreme in the market.As consumers, we play a very vital role in the healt h of the economy local, nat ional or internat ional. The decision we make concerning our consumpt ion behavior affect thed e m a n d fo r t h e ba s i c r a w m a t e r i a l s , fo r t h e t r a n s p o r t a t io n, fo r t h e b a n k i n g , fo r t he production; they effect the employment of workers and deplo yment of resources andsuccess of some industries and failures of others. Thus marketer must understand this Preference (or "taste") is a concept, used in thesocial sciences, particularlyeconomics. Itassumes a real or imagined "choice" between alternat ives and the possibilit y of rank ordering of these alternatives, based onhappiness, satisfaction,gratification, enjoyment,utilitythey provide. More generally, it can be seen as a source of motivation. In cognitivesciences, individual preferences enable choice of objectives/goals.The study of the consumer preference not only focuses on how and why consumers make buying decision, but also focuses on how and why consumers make choice of the goodsthey buy and their evaluation of these goods after use. So for success of any company or product promotion it is very necessary to depart its concentration towards consumer preference.

SCOPE OF THE STUDY As learning is a human act ivit y and is as natural, as breathing. Despit e of the fact thatlearning 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 teachconsumers in their roles as their roles as consumers. They want consumers to learn abouttheir products, product attributes, potent ial consumers benefit, how to use, maintain or e ve n d i s p o s e o f t h e p r o d u c t a n d ne w w a ys o f be h a v i n g t h a t w i l l s a t i s f y no t o n l y t he consumers needs, but the marketers objectives.The scope of my study restricts itself to the analysis of consumer preferences, perceptionand consumpt ion o f Cadbury and Nest le Chocolates. There are many other brands of chocolates available but my study is limited to two major players of chocolates leaving behind the others. The scope of my study is also restricts itself to Ambala region only

OBJECTIVES OF THE STUDY This project is based on the comparative study consumer behavior towards Nestle andCadbury chocolates. Objectives of the study are: T he o t her o bje ct ive is t o kno w a bo ut t he c ust o mer sat is fa ct io n le v e l associated with the product and the customer preference level. To increase customer satisfaction and recapture the market share by fulfillingthe customer needs. To study the factors affecting the consumption pattern.

LIMITATIONS OF THE STUDY In attempt to make this project authent ic and reliable, every possible aspect of the topicw a s k e p t i n m i n d . N e ve r t he l e s s , d e s p it e o f f a c t c o ns t r a i nt s w e r e a t p l a y d u r i n g t he formulation of this project. The main limitations are as follows: Due to limitat ion of t ime only few people were selected for the study. So thesample of consumers was not enough to generalize the findings of the study. T h e m a i n s o u r c e o f d a t a fo r t he s t u d y w a s p r i m a r y d a t a w it h t he h e l p o f s e l f - administered questionnaires. Hence, the chances of unbiased information are less. People were hesitant to disclose the true facts.

The chance of biased response cant be eliminated though all necessary steps weretaken to avoid the same