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Moulded Chocolate Segment - comprising slab VII. METHODS OF DATA
chocolates like Dairy milk chocolates, etc. These are COLLECTION
made by pouring the ingredients into moulds.
Countline Segment - comprising bars like 5 star, Bar Both primary and secondary data are collected for the
One, Perk, Kit Kat, etc. These have ingredients other present study.
than chocolate and are usually Bar shaped, making for
Primary Data
chunky bites.
Primary data are those which are collected for the
Choco-Panned Segment - comprising chocolate forms
first time and they are original in character.
like Butterscotch, Nutties, Tiffins, etc. Panned variety
These are collected by the researcher to study a particular
has different cores/centers which are covered with a
layer of chocolate. problem.
Sugar-Panned Segment - comprising chocolate forms Secondary Data
such as Gems, Chocolate eclairs, etc. These generally The Secondary data are those which are already
have a sugar coating on the outside. collected by someone for some purpose and are available
for the present study. For instance, the data collected
III. OBJECTIVES OF THE STUDY during census operations are primary data to the
department of census and the same data, if used by a
1. To know the socio-economic profile of the chocolate research worker for some studies, become secondary data.
buyers.
2. To analyse the brand preferences and consumption VIII. SURVEY METHOD
pattern of the consumers of chocolate.
3.To analyse the factors influencing the consumers while Survey method is the systematic gathering of data
selection of a particular brand. from the respondents using questionnaire most commonly
used method of primary data and widely used because of
IV. STATEMENT OF PROBLEM its(1) Extreme Flexibility (2) Reliability (3) Easy
understandability. The instrument used to collect data for
The topic deals with the study of consumer behaviour the study was the structured questionnaire. The sampling
towards various brands of chocolate. The consumer units are chosen primarily on the basis of convenience to
behaviour varies from brand to brand on the basis of the researcher. It is known as convenience sampling and is
quality, quantity, price, taste, advertisement etc. The adopted to study the consumers' behaviour and brand
complications had undergone to identify consumers preference of chocolate.
reaction. Therefore being interested to know, the degree to Statistical tool applied
which consumer behaviour varies with income, age, sex or Questionnaires were distributed and 400 samples were
other characteristics induced the selection of this study. collected from the consumer. Further, all the
questionnaires were entered as values and different
statistical tools like Percentage Analysis, and Mean Score
V. SCOPE OF THE STUDY are used to analyse the data.
The present study target of consumers in Thanjavur
district, understanding their behaviour helps to identify the IX. LIMITATIONS OF THE STUDY
preference, influence of brand in their purchase decision
etc on the purchase of chocolate . The insight will help the The study has the following constraints:
manufactures to adopt new strategies which would help The sample sizes are restricted to 400 customers
not only to attract new customer but also maintain the due to time and financial constraints.
loyalty of the existing customer, as in the present Convenience sampling has its own limitations,
competitive scenario the consumer are prepared to choose being biased and unsatisfactory. 400 customers
their right product not only based on their needs but also sample cannot be generalized to entire universe.
on the basis of personal interest shown by the The study is conducted considering the prevailing
manufactures on them. conditions which are subject to change in future.
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Figure 1.2
TABLE 1.1
GENERAL PROFILE OF THE RESPONDENT
N=400
General Categories Frequency Percentage
Information %
1.Sex Male 220 55
Female 180 45
TABLE 1.2
CONSUMERS PREFERENCE FOR VRIOUS
BRANDS OF CHOCOLATE BY THEIR AGE
GROUP
N=400
S.No Chocolate AGE 1 AGE 2 AGE 3 AGE4 TOTAL
brand
1. Amul 20 (5) 32 (8) 4 (1) 4 (1) 60 (15)
2. Cadbury 48 (12) 116 (29) 8 (2) 4 (1) 176 (44) TABLE 1.4
3. Nestle 40 (10) 36 (9) 20 (5) 8 (2) 104 (26)
4. Mars 12 (3) 20 (5) 4 (1) - 36 (9)
FACTORS INFLUENCINGBRAND PREFERENCE
5. Others 8 (2) 16 (4) - - 24 (6) OF CHOCOLATE
TOTAL 128 (32) 220 (55) 36 (9) 16 (4) 400(100) N=400
Source: Primary data S. NO INFLUENCING RANK MEAN
FACTORS SCORE
AGE1-Below 20 years, AGE2- 21-40 years, AGE3- 41-60
1. Reasonable price 2 57.21
years, AGE4-Above 60 years 2. Taste 4 55.27
From the table 1.2 it was found out 3. Quality 1 62.83
consumers are mostly preferred the Cadbury chocolate, so 4. Quantity 3 56.50
that the researcher considered Cadbury and nestle are the 5. Brand image 5 52.18
best brand in the market. It occupies nearly (44%)percent 6. Availability 6 49.02
7. Packing design 8 43.62
of the total market share. 8. Labeling 10 36.86
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9. Offers 9 39.46 [10] MorrisB.Holbrook, what is consumer research?
10 Freshness 7 47.42 Journal of consumer research, June 1987, pp128-132;
Source: Primary data RusellW.belk, Manifest for a consumer behavior of
consumer behavior, scientific method in marketing, 1984,
AMA winter Educators conference.
From the table 1.4 respondents are highly [11] Jonathan Arndt, Role of product related
influenced by quality of the chocolate and then followed conversations in the diffusion of a new product, Journal
by price, quantity, taste, brand image, freshness, etc. of marketing research, August 1967, pp291-95.
[12] Peter E. Drucker, The practicance of management
Figure 1.4 (New York: Harper & Raw, 1954), p-37
[13] Slash Hassan and Roger Blackwell, Global
marketing perceptive and cases, Dryden press 1994. P-53.
X. CONCLUSION
REFERENCES
[1] Roger D. Blackwell, Paul W.Miniard, James F. Engel
consumer behavior Harcourt college publishers. 9th
Edition pp-7
[2] Leon g schiffman Leslie lazar kanuk, consumer
behavior Prentice Hall of private limited, Eight edition,
2003 pp.8
[3] www.businessmapesofindia.com
[4] www.fmcgmarketers.com
[5] www.consumersreports.org
[6]http://store.chocolatceleste.com/cocao-beans-criollo-
trinitario.html
[7] http://www.xocoatl.org/variety.htm all about chocolate-
varieties
[8] http://www.fieldmuseum.org/chocolate/history.html
[9] Jacob Jacoby, consumer psychology: An octennium ,
in eds. Paul Muussen and mark Rosenzweig, Annual
Review of psychology, 1976, pp.331-58.
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