MMS WINTER PROJECT

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LIKING FOR THE CHOCOLATES

Table:1

Liking for the Chocolate

Yes

No

Number of Respondents

95

Number of Persons

Liking For the Chocolate

100
80
60
40
20
0

95
Yes
No

5
Response

Chart:1

Interpretation:
From the above analysis of the given sample of 100 respondents it is concluded that out
of 100 people 95 people likes to eat chocolate while only 5 people dont prefer to eat
chocolate.

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DIFFERENT AGE GROUPS

Table:2
AGE GROUPS
NUMBER OF

0-10
14

10-20
42

20-30
33

ABOVE 30
11

RESPONDENTS

NUMBER OF
RESPONDENTS

AGE GROUPS
50
40
30
20
10
0

42

33
0-10

14

11

10 to 20
20 to 30

Above 30

AGE GROUPS

Chart:2

Interpretation:
According to the above analysis it is concluded that I have surveyed 100 respondents out
of which 14, 42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.

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PREFERENCE ACCORDING TO AGE GROUPS

Table:3
BRANDS
CADBURY
NESTLE

0-10
7
5

10-20
35
6

NO CONSUMTION

AGE GROUPS
20-30
24
8
1

ABOVE 30
5
5
1

NUMBER OF CONSUMERS

PREFERENCE ACCORDING TO AGE

GROUPS
45
40
35
30
25
20
15
10
5
0

1
6
1
8

NONE
NESTLE

2
5
7

35
24

CADBURY
1
5
5

0-10 10 to 20 to Above
20
30
30
AGE GROUPS

Chart:3

Interpretation:
According to the above analysis it is concluded that people of different age groups prefer
mostly Cadbury brand of chocolate while Nestle brand is least preferred by the age group
between 10-20. People of age group above 30 equally likes to have both brands.

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BRAND PREFERENCE
Table:4
BRANDS
CADBURY
NESTLE

PREFERENCE BY CONSUMERS
73
22

Brand Preference

No. of Persons

80

73

60
40

22

Cadbury
Nestle

20
0
1 Brands
Chocolate

Chart:4

Interpretation:
From the above analysis of given sample of 93 respondents who eat chocolates it is
concluded that only 22 people prefer to eat Nestle chocolates while 73 people likes to eat
Cadbury chocolates.

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PURCHASE OF CHOCOLATES
PURCHASE OF CADBURY CHOCOLATES
Table:5
SUB- BRANDS
DAIRY MILK
5 STAR
PERK
CELEBRATIONS
TEMPTATIONS

CADBURY CHOCOLATES
NUMBER OF RESPONDANTS
69
64
61
49
41

Number of Persons

Cadbury chocolates Purchased By People

80

69

64

61

60

49

40

41

20
0
1
Sub-brands of Cadbury Chocolate

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Chart:5

Interpretation:
From the above analysis of given sample of 73 respondents who eat Cadbury chocolates
it is concluded that mostly people has purchased Dairy Milk sub-brand of Cadbury while
Temptation is least purchased by the people.

PURCHASE OF NESTLE CHOCOLATES

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Table:6
NESTLE CHOCOLATES
NUMBER OF RESPONDANTS
17
19
18
16
11

SUB- BRANDS
KIT KAT
MUNCH
MILKY BAR
BAR- ONE
MILK CHOCOLATE

Nestle chocolates Purchased by People

19

20
18
s 16
n
o 14
s
r
e 12
P
f 10
o
r 8
e
b 6
m
u 4
N
2
0

17

18
15
11

Sub-brands of Nestle Chocolates

Kit Kat

Mun ch

Milky Bar

Bar-One

Milk Chocolate

Chart:6

Interpretation:
From the above analysis of given sample of 22 respondents who eat Nestle chocolates it
is concluded that mostly all sub-brands are purchased by people but top most is Munch
followed by Milky Bar and Kit Kat. While surveying we have found that many people
are not aware of Milk Chocolate.

OVERALL PURCHASE OF CHOCOLATES

Table:7
OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES
SUB-BRANDS
PERCENTAGE OF PURCHASE
DAIRY MILK
13
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5 STAR
PERK
CELEBRATIONS
TEMPTATIONS
KIT KAT
MUNCH
MILKY BAR
BAR ONE
MILK CHOCOLATE

12
11
9
7
10
11
11
9
7

Sub-brands of Chocolates purchased By People

9%

7%

13%
12%

11%

11%

11%
10%

7%

9%

Dairy Milk
5 Star
Perk
Celebrations
Temptation
Kit Kat
Munch
Milky Bar
Bar-One
Milk Chocolate

Chart:7

Interpretation:
From the above analysis it is concluded that overall Dairy Milk is purchased by people
followed by 5 Star while Temptation and Milk Chocolate is least purchased by people.

PREFERENCE OF SUBRANDS OF CHOCOLATES

PREFERENCE OF SUBRANDS OF CADBURY CHOCOLATES
Table: 8
SUB- BRANDS

CADBURY CHOCOLATES
GRAND TOTAL AVERAGE
OF

(GRAND TOTAL / No.

PREFERENCE

OF RESPONDANTS)

RANKS

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MMS WINTER PROJECT

DAIRY MILK
5 STAR
PERK
CELEBRATIONS
TEMPTATION

315
220
176
136
91

4.3
3
2.4
1.86
1.24

1
2
3
4
5

Interpretation:
According to the above analysis it is concluded that in Cadbury Brand, Dairy milk is the
most preferred sub-brand as it is ranked first by the respondents. While Temptation is the
least preferred sub-brand of Cadbury chocolates.

PREFERENCE OF SUB-BRANDS OF NESTLE CHOCOLATES

Table:9
SUB- BRANDS

NESTLE CHOCOLATES
GRAND
AVERAGE
TOTAL OF

KIT KAT
MUNCH
MILKY BAR
BAR-ONE
MILK

PREFERENCE
70
64
65
45
30

RANKS

(GRAND TOTAL / No. OF

RESPONDANTS)
3.18
2.9
2.95
2.05
1.36

1
3
2
4
5

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MMS WINTER PROJECT

CHOCOLATE

Interpretation:
According to the above analysis it is concluded that in Nestle Brand, Munch is the most
preferred sub-brand as it is ranked first by the respondents. While Milk Chocolate is the
least preferred sub-brand of Cadbury chocolates.

INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE
Table :10
FACTORS
FLAVOR/TASTE
PRICE
QUALITY
PACKAGING
FORM
BRAND
IMAGE
COLOR
SHAPE
QUANTITY

GRAND TOTAL
435
295
391
344
301
354
344
297
268
342

AVERAGE
4.58
3.1
4.12
3.62
3.17
3.73
3.62
3.13
2.82
3.6

RANK
1
9
2
4
7
3
4
8
10
6

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MMS WINTER PROJECT

Interpretation:
According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, brand and image. It is surprised to know
that very few people are influenced by price followed by shape of the chocolate.

INFLUENCING FACTORS DURING PURCHASE OF CADBURY

CHOCOLATES
Table:11
FACTORS
FLAVOR/TASTE
PRICE
QUALITY
PACKAGING
FORM
BRAND
IMAGE
COLOR
SHAPE
QUANTITY

GRAND TOTAL
335
235
307
277
231
271
262
224
213
262

AVERAGE
4.6
3.2
4.2
3.79
3.16
3.71
3.59
3.07
2.92
3.59

RANK
1
7
2
3
8
4
5
9
10
5

Interpretation:
According to the above analysis it is concluded that on an average mostly people are
influenced by flavor/taste followed by quality, packaging and brand. Here color and
shape are not all influencing people while purchasing Cadbury chocolates.
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Table:13
FACTORS
FLAVOR/TASTE
PRICE
QUALITY
PACKAGING
FORM
BRAND
IMAGE
COLOR
SHAPE
QUANTITY

GRAND TOTAL
427
337
367
338
332
358
328
332
335
328

AVERAGE
4.81
3.6
3.86
3.56
3.49
3.77
3.45
3.49
3.52
3.45

RANK
1
4
2
5
7
3
9
7
6
9

Interpretation:
According to the above analysis it is concluded that on an average people are most
satisfied with the flavor/taste of a chocolate followed by quality and brand. It is
surprising to know that although people are satisfied with quality but unsatisfied with the
quantity.

IN CADBURY CHOCOLATE
Table:14
FACTORS

GRAND TOTAL

AVERAGE

RANK

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FLAVOR/TASTE
PRICE
QUALITY
PACKAGING
FORM
BRAND
IMAGE
COLOR
SHAPE
QUANTITY

334
269
282
272
264
282
247
259
258
255

4.6
3.68
3.86
3.73
3.62
3.86
3.38
3.55
3.53
3.49

1
5
2
4
6
2
10
7
8
9

Interpretation:
According to the above analysis it is concluded that on an average people are most
satisfied with the flavor/taste of a chocolate followed by quality and brand. It is
surprising to know that although people are satisfied with quality but unsatisfied with the
quantity and image.

IN NESTLE CHOCOLATE
able:15
FACTORS
FLAVOR/TASTE
PRICE
QUALITY
PACKAGING
FORM

GRAND TOTAL
93
68
85
66
68

AVERAGE
4.2
3.09
3.86
3
3.09

RANK
1
8
2
10
8

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BRAND
IMAGE
COLOR
SHAPE
QUANTITY

76
81
73
77
73

3.45
3.68
3.32
3.5
3.32

5
3
6
4
6

Interpretation:
According to the above analysis it is concluded that on an average people are most
satisfied with the flavor/taste of a chocolate followed by quality and image. It is
surprising to know that although people are satisfied with quality but unsatisfied with the
form and packaging.

FORM PREFERENCE
Table:16
FORM OF CHOCOLATE

NUMBER

HARD
NUTTIES
CRUNCHY
CHEW

RESONDENTS
33
25
29
20

OF

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Form of a Chocolate Prefered by People

Number of
Consumers

40
30

33
25

29
20

20
10

HARD
NUTTIES
CRUNCHY
CHEW

0
1
Forms

Chart:8

Interpretation:
According to the above analysis it is concluded that most of the people likes to eat hard
chocolate and chew form of a chocolate is least preferred.

PACK OF CHOCOLATES PREFERED

Table:17
PACK SIZE
SMALL
BIG
FAMILY PACK

NUMBER OF RESPONDENTS
28
48
19

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Number of
Consumers

Pack of Chocolate Prefered

60
50
40
30
20
10
0

48
28
19

SMALL
BIG
FAMILY PACK

1Pack

Chart:9

Interpretation:
According to the above analysis it is concluded that out of sample of 95 people who eat
chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.

FACTORS AFFECTING PURCHASE

Table:18
FACTORS

NUMBER OF

ADVERTISEMENT
SUGGESTION FROM FRIENDS AND

RESPONDENTS
65
16

RELATIVES
ATTRACTIVE DISPLAY

11

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DOCTORS ADVICE
BRAND AMBASSADORS
INGREDIENTS

15
9
25

Number of Consumers

Factors Affecting Purchase

80

ADVERTISEMENT

60

SUGGESTION
FROM FRIENDS
AND RELATIVES

40

ATTRACTIVE
DISPLAY

65

16 11 15

20

25
9

0
1Factors

DOCTOR'S
ADVICE
BRAND
AMBASSDORS
INGREDIENTS

Chart: 10

Interpretation:
According to the above analysis it is concluded that Advertisement is the best measure to
attract customers to purchase more. Its impact is much more than other factors. While
friends and relatives and brand ambassadors also play a significant role in this regard.

MEDIA OF ADVERTISEMENT
Table:16
MEDIA OF ADVERTISEMENT
TELEVISION
NEWSPAPERS
BROCHURES
HOARDING
DISPLAY

NUMBER OF RESPONDENTS
82
7
3
4
15

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Number of Customers

Media of Advertisement influencing the Purchase

100
80

82

60
40
20

15

Television
Newspapers
Brochers
Hoarding
Display

0
Media Of
1 Advertising

Chart:11

Interpretation:
According to the above analysis it is concluded that television emerges as the best media
for advertisement of chocolates that compel consumers to buy. It is much more than other
ways as out of 95 respondents 82 are attracted to by through television media while
brochures are the least attracting media.

FREQUENCY OF CONSUMPTION
Table:20
FREQUENCY OF CONSUMPTION
ONCE IN A FORTNIGHT
DAILY
WEEKLY
MONTHLY
QUARTERLY

NUMBER OF RESPONDENTS
16
17
39
18
5

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Frequency of Consumption

Number of
Consumers

50

39

40

Once in a
fortnight
Daily

30
16

20

17

18

10

Weekly
Monthly

0
1Frequency

Quarterly

Chart:12

Interpretation:
According to the above analysis it is concluded that mostly people purchase chocolates
weekly. Only 15 out of 95 purchase chocolates quarterly.

REASONABLE PRICE
Table:21
PRICE OF CHOCOLATE
BELOW 5
5-10
10-20
20-30
ABOVE 30

NUMBER OF RESPONDENTS
6
23
51
4
11

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MMS WINTER PROJECT

Number of
Consumers

Reasonable Price
60
50
40
30
20
10
0

51

Below5
5 to 10

23
6

10 to 20

11

20 to 30
Above 30

1Price

Chart: 13

Interpretation:
According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the
reasonable price of a chocolate. So it must be worthwhile to know this as it may effect
the sale of chocolates.

CONSUMERS BRAND LOYALTY

Table:22
BRAND LOYALTY ACTIONS
POSTPONE YOUR PURCHASE
SWITCH OVER TO OTHER BRANDS
GO TO OTHER SHOP FOR SEARCH

NUMBER OF RESPONDENTS
26
24
45

OF PREFERED BRAND

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Number of consumers

Brand Loyalty
50
40
30
20
10
0

45
26

Postpone Purchase
Switch Brand

24

Search in other
Shop

1 Consumers in
Action of
absence of Prefered Brand

Chart:14

Interpretation:
According to the above analysis it is concluded that mostly people are loyal to the brand
as in the absence of availability of their preferred brand mostly people like to search for it
or they are ready to postpone their purchase.

REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

Table:23
SHIFT TO NEW BRAND OF THE

NUMBER OF RESPONDENTS

PREFERED PRODUCT
NO, NOT AT ALL
MAY CONSIDER
NO, SHALL NOT
CANT SAY

35
27
4
29

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MMS WINTER PROJECT

Number of Consumers

Reaction of consumers if new brand

is introduced
40

35

30

29

27

May Consider

20
10

No, Not at all

Shall Not

Can't Say

0
1 Reactions

Chart:15

Interpretation:
According to the above analysis it is concluded that mostly people are addicted to the
same flavor or taste and they dont want to change it as out of 95 respondents 35 are not
ready to try new brand at any cost.

REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS

All the consumers why they continue to buy the old brand gave various important
reasons. The most important reasons given by the consumers were:
Taste/Flavor
Brand
Image
Quality
Packaging
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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:

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MMS WINTER PROJECT

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.

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.
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MMS WINTER PROJECT

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

LIMITATIONS OF THE STUDY

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.
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The main source of data for the study was primary data with the help of selfadministered 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
were taken to avoid the same.

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