STUDY OF CONSUMERS PREFFERENCE TOWARDS CADBURY AND NESTLE CHOCOLATES in the MARKET OF KOKRAJHAR, BTC

Presented by: Rohit Lalani BBA- 800814760

OBJECTIVES OF THE STUDY

To study the consumers preference towards Cadbury and Nestle chocolates Consumers satisfaction level To study the factors affecting the purchase pattern To study the brand loyalty

Organization profile of
Worlds largest food and beverages company Founded in 1867 in Switzerland First product Farine Lacte Nestl 247000-Employees,more than 500 manufacturing units in 100 countries Over 8000 products

Nestle India
It is subsidiaries of Nestle, Switzerland

First started in India in 1961

Total number of manufacturing units in India is 7

Organization profile of
It was started in year 1824 by John Cadbury 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 company

Cadbury India
Started in the year 1948
It have 05 manufacturing units in India In 1965 Cadbury has started cocoa development in India

RESEARCH METHODOLOGY
Sample Size Time period Research instruments Data collection

DATA ANALYSIS
Preference for Brands

90 80 70 % of Respondents 60 50 40 30 20 10 0 Percentage of Respondents Cadbury (%) 82 Nestle (%) 18

Preference according to Pack size

Preference according to Pack size

Small Big Family Pack

23% 45%

32%

Overall Satisfaction from Cadbury

Overall Satisfaction from Cadbury
70

60

50 % of Respondents

40

30

20

10

0 Cadbury

Very satisfied 62

Satisfied 20

Normal 10

Least Satisfied 6

Cant Say 2

Overall Satisfaction from Nestle

Overall Satisfaction from Nestle
60

50

% of Respondents

40

30

20

10

0 Nestle

very Satisfied 51

Satisfied 24

Normal 16

Least satisfied 5

cant say 4

Factors affecting purchasing

Factors affecting Purchase
50 45 40

% of consumers

35 30 25 20 15 10 5 0 Advertisment Suggestions from friend 47 Attractive display 3 Doctors advice Brand ambasador 7 Ingredients

% of consumers

28

10

Brand Loyalty
Brand loyalty
50 45

% of consumers

40 35

30
25 20 15 10 5 0 Postpone your puchase 25 Switch over to other brand 48 will go to the shop to search prefferd brand 27

% of consumers

FINDINGS
Most of the consumer use to have chocolates Mostly teenagers use to have chocolates Cadbury is the most preferred brand Dairy milk is the most preferred brand of Cadbury and Bar one of Nestle Few consumers are unsatisfied with the quantity from Cadbury and shape and size from Nestle Advertising part is missing

SUGGESTION &RECOMENDATIONS
Emphasis on promotional activity
Event Sponsorship
Hoardings More incentive to retailers Spreading information regarding nutritional value

Maintaining healthy distribution system

CONCL USION