Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Project Report
Submitted to
ARSHA. B. K.
Reg. No.: MDAMBCM037
ARSHA B K
VATAKARA
DATE:
CERTIFICATE
(Asst professor)
Dept. of commerce
PLACE:
DATE:
CERTIFICATE
Sri.MUHAMMAD SALIM
(Asst professor)
Dept. of commerce
PLACE:
DATE:
ACKNOWLEDGEMENT
ARSHA B K
VATAKARA
DATE:
CONTENTS
CHAPTERS TITLE PAGE NUMBER
1 INTRODUCTION
IMPORTANCE OF THE
STUDY
OBJECTIVES
AREA OF THE STUDY
METODOLOGY
PROBLEM OR NEED
RECOGNITION
SCOPE OF THE STUDY
STATEMENT OF THE
PROBLEM
LIMITATIONS
2 REVIEW OF
LITERATURE
3 PROFILE PF
COSMETICS
4 DATA ANALYSIS AND
INTERPRETATION
5 CONCLUSTION,
SUGGESTIONS,
FINDINGS AND
BIBILIOGRAPHY
APPENDIX QUESTIONNAIRE
LIST OF CHARTS
SI. NO. TITLE PAGE NO.
1 ANALYSIS OF THE STUDY
2 DIFFERENT AGE GROUP
3 PREFERENCE ACCORDING TO
AGE GROUPS
4 BRAND PREFERENCE
5 PURCHASE OF CADBURY
CHOCOLATES
6 PURCHASE OF NESTLE
CHOCOLATES
7 OVER ALL PURCHASE OF SUB
BRANDS OF CHOCOLATES
8 PREFERENCE OF SUB BRANDS OF
CADBURY CHOCOLATES
9 PREFERENCE OF SUB BRANDS OF
NESTLE CHOCOLATES
10 INFLUENCING FACTORS DURING
PURCHASE OF NESTLE
CHOCOLATES
11 INFLUENCING FACTORS DURING
PURCHASE OF CADBURY
CHOCOLATES
12 FACTS GIVING MOST
SATISFACTION TO CUSTOMERS
13 IN CADBURY CHOCOLATE
14 IN NESTLE CHOCOLATE
15 FORM PREFERENCE
16 PACK OF CHOCOLATES
PREFERRED
17 PROMOTIONAL OFFERS
18 FACTORS EFFECTING PURCHASE
19 MEDIA OF ADVERTISEMENT
20 FREQUENCY OF CONSUMPTION
21 REASONABLE PRICE
22 CONSUMERS BRAND LOYALTY
23 REACTION OF CONSUMERS IN
NEW BRAND
LIST OF TABLES
SI. NO. TITLE PAGE NO.
1 ANALYSIS OF THE STUDY
2 DIFFERENT AGE GROUP
3 PREFERENCE ACCORDING TO
AGE GROUPS
4 BRAND PREFERENCE
5 PURCHASE OF CADBURY
CHOCOLATES
6 PURCHASE OF NESTLE
CHOCOLATES
7 OVER ALL PURCHASE OF SUB
BRANDS OF CHOCOLATES
8 PREFERENCE OF SUB BRANDS
OF CADBURY CHOCOLATES
9 PREFERENCE OF SUB BRANDS
OF NESTLE CHOCOLATES
10 INFLUENCING FACTORS
DURING PURCHASE OF NESTLE
CHOCOLATES
11 INFLUENCING FACTORS
DURING PURCHASE OF
CADBURY CHOCOLATES
12 FACTS GIVING MOST
SATISFACTION TO CUSTOMERS
13 IN CADBURY CHOCOLATE
14 IN NESTLE CHOCOLATE
15 FORM PREFERENCE
16 PACK OF CHOCOLATES
PREFERRED
17 PROMOTIONAL OFFERS
18 FACTORS EFFECTING
PURCHASE
CHAPTER 1
INTRODUCTION
INTRODUCTION
In this research I have survey the product performance and buying behavior of
two famous brands of chocolates. Nestle and Cadbury which are consumed by
people of all ages. During this research I have interacted with people of
koyilandy. After this research came to know how people perceives these
products on the variables like price, quality, advertisement satisfaction, taste,
packaging, brand Loyalty etc….I also came to know which particular brand of
chocolate is most preferred by people of different groups. In this research I
have surveyed that how frequently and how much chocolate they consume,
whether they buy small, big or family pack.
SIGNIFICANCE OF THE STUDY
To know about the customer satisfaction level associated with the product
and the customer preference level.
To increase customer satisfaction and recapture the market share by fulfilling
the customer need.
To study the factors affecting the consumption pattern.
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 consumption of Cadbury
and nestle chocolates consumed by the people. The data had been used to cover
various aspects like consumption, consumer's preference and customer's
satisfaction regarding Cadbury and Nestle chocolates. In collecting requisite
data and information regarding the topic selected, I went to the residents of
Ludhiana and collected the data.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions
included were open ended, dichotomous and offered multiple choices.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source:
Secondary Source:
The secondary data was collected from internet, References from Library.
Data Analysis:
The data is analyzed on the basis of suitable tables by using mathematical
techniques. The technique that I have used is bar technique.
LIMITATIONS
Due to limitations 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
People were hesitant to disclose the true
CHAPTER 2
REVIEW OF LITERATURE
Nestle' Story
Nestlé was founded in 1867 on the shores of Lake Geneva in Vevey,
Switzerland and its first product was "Farine Lactée Nestlé", an infant cereal
specially formulated by Henri Nestlé to provide and improve infant nutrition.
From its first historic merger with the Anglo-Swiss Condensed Milk Company
in 1905, Nestlé has grown to become the world's largest and most diversified
food Company, and is about twice the size of its nearest competitor in the
food and beverage sector.
Nestlé's trademark of birds in a nest, derived from Henri Nestlé's
personal coat of arms, evokes the values upon which he founded his Company.
Namely, the values of security, maternity and affection, nature and nourishment,
family and tradition. Today, it is not only the central element of Nestlé's
corporate identity but serves to define the Company's products, responsibilities,
business practices, ethics and goals.
In 2004, Nestlé had around 247,000 employees worldwide,
operated 500 factories in approx. 100 countries and offered over 8,000 products
to millions of consumers universally. The Company's transparent business
practices, pioneering environment policy and respect for the fundamental values
of different cultures have earned it an enviable place in the countries it operates
in. Nestlé's activities contribute to and nurture the sustainable economic
development of people, communities and nations. Above all, Nestlé is dedicated
to bringing the joy of ‘Good Food, Good Life' to people throughout their lives,
throughout the world.
Don Cortes
The Spanish invaded Mexico in the 16th century, by this time the Aztecs had
created a powerful empire, and the Spanish armies conquered Mexico. Don
Cortes was made captain general and governor of Mexico.
When he returned to Spain in1528 he loaded his galleons with cocoa beans and
equipment for making the chocolate drink. Soon "chocolate" became a
fashionable drink 00enjoyed by the rich in Spain.
Chocolate across Europe
An Italian traveler, Francesco carletti, was the first to break the Spanish
monopoly. He had visited Central America and seen how the Indians prepared
the cocoa beans and how they made the drink, and by 1606 chocolate was well
established in Italy.
Drinking chocolate
The secret of chocolate was taken to France in 1615, when Anne, daughter of
Phillip 2 of Spain married king Louis 13 of France The French court
enthusiastically adopted this new exotic drink, which was considered to have
medicinal benefits as well as being a nourishing food. Gradually the custom of
drinking chocolate spread across Europe, reaching England in the 1650's
History:
The earliest record of chocolate was over fifteen hundred years ago in the
central America rain forests, where the tropical mix of high rain fall combined
with high year round temperatures and humidity provide the ideal climate for
cultivation of the plant from which chocolate is derived, the cacao tree.
" Chocolate is made from the cocoa bean, found in pods growing from the trunk
and lower branches of the cacao tree, Latin name " theobroma cacao" meaning "
food of the gods"
Cacao was corrupted into the more familiar " cocoa" by the early European
explorers. The Maya brewed a spicy, bittersweet drink by roasting and
pounding the seeds of the cacao tree with maize and capsicum peppers and
letting the mixture ferment. This drink was reserved for use in ceremonies as
well as for drinking by the wealthy and religious elite; they also ate cacao
porridge.
The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from
the raw beans, which again featured prominently in ritual and as a luxury
available only to the very wealthy. The Aztecs called this drink xocolatl, the
Spanish conquistadors found this almost impossible to pronounce and so
corrupted it to the easier " chocolat" the English further changed this to
chocolate.
Chocolate in Europe
Xocolatl! or chocolat or chocolate as it became known, was brought to Europe
by Cortez, by this time the conquistadors had learned to make the drink more
palatable to European tastes by mixing the ground roasted beans with sugar and
vanilla ( a practice still continued today), thus offsetting the spicy bitterness of
the brew the Aztec's drank.
The first chocolate factories opened in Spain, where the dried fermented beans
brought back from the new world by the Spanish treasure fleets were roasted
and ground, and by the early 17th century chocolate powder - from which the
European version of the drink was made- was being exported to other parts of
Europe. The Spanish kept the source of the drink- the beans- a secret for many
years, so successfully in fact, that when English buccaneers boarded what they
thought was a Spanish " treasurer galleon" in 1579, only to find it loaded with
what appeared to be " dried sheep's droppings, they burned the whole ship in
frustration. If only they had known, chocolate was so expensive at that time,
that it was worth it's weight in silver ( if not gold), chocolate was treasure
indeed !
Within a few years, the cocoa beverage made from the powder produced in
Spain had become popular throughout Europe, in the Spanish Netherlands,
Italy, France, Germany and - in about 1520 - it arrived in England.
The Quakers
The Quakers were, and still are, a pacifist religious sect, an offshoot of the
puritans of English civil war and pilgrim fathers fame and a history of chocolate
would not be complete without mentioning their part in it. Some of the most
famous names in chocolate were Quakers, who for centuries held a virtual
monopoly of chocolate making in the English speaking world - fry, Cadbury
and row tree are probably the best known.
Its probably before the time of the English civil war between parliament and
king Charles 1st that the Quaker's who evolved from the puritans, first began
their historic association with chocolate. Because of their pacifist religion, they
were prohibited from many normal business activities, so as an industrious
people with a strong belief in the work ethic (like the puritans), they involved
themselves in food related businesses and did very well. Baking was a common
occupation for them because bread was regarded as the biblical "staff of life",
and bakers in England were the first to add chocolate to cakes so it would be a
natural progression for them to start making pure chocolate. They were also
heavily involved in breakfast cereals but that's another story.
What is certain is that the fry, row tree and Cadbury families in England among
others, began chocolate making and in fact Joseph fry of fry &sons (founded
1728 in Bristol, England) is credited with producing and selling the world's first
chocolate bar. Fry's have now all but disappeared (taken over by Cadbury) and
row tree have merged Swiss company nestle, to form the largest chocolate
manufacturer in the world. Cadbury have stayed with chocolate production and
are now, if not quite the largest, probably one of the best-known chocolate
makers in the world.
Number of respondents 95 5
no of respondent
100
90
80
70
60
50
no of respondent
40
30
20
10
0
yes no
0-10 14
10-20 42
20-30 33
Above 30 11
No ofrespondents
45
40
35
30
25
No ofrespondents
20
15
10
5
0
0-10 1 0-20 20-30 above 30
Groups
Brands 0-10 10 -20 20-30 Above 30
Cadbury 7 35 24 5
Nestle 5 6 8 5
No consumption 2 1 1 1
35
30
25
20 cadbury
nestle
15 no consumption
10
0
0-10 10-20 20-30 above 30
4. Brand preference
Brands Preference by consumers
Cadbury 73
Nestle 22
Preference by consumers
80
60
40
20
0
Preference by consumers
Cadbury Nestle
From the above analysis of given sample of 95 respondents who eat chocolate it
is concluded that only 22 people Prefer to eat nestle chocolate while 73 people
like to eat Cadbury chocolates.
5. Purchase of chocolates
Cadbury chocolate
Sub brand Number of respondents
Dairy milk 27
Five star 22
Perk 12
Celebration 8
Temptations 4
number of respondents
80
60
40
20
0
number of respondents
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 temptations least purchased by the people.
6. Purchase of nestle chocolate
Nestle chocolates
Sub brand Number of respondents
Kitkat 6
Munch 9
Milky bar 4
Bar one 2
Milk chocolate 1
No of respondents
9
8
7
6
5
4 No of respondents
3
2
1
0
kitkat munch milky bar barone milk
chocolate
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 kitkate and milkybar while surveying I have
found that many people are not aware of milk chocolate.
7. Overall purchase of chocolate
percentage of purchase
Dairymilk
Fivestar
Perk
Celebration
Temtation
Kikat
Munch
Milky bar
Bar one
Milk chocolate
From the above analysis it is concluded that over all dairy milk is purchased by
people followed by fivestar while milk chocolate is least purchased by people.
8. Preference of sub brands of chocolate
100%
99%
98%
97%
96%
ranks
95%
average
94% cadbury chocolates
93%
92%
91%
90%
diary milk 5 star perk celebration temptation
Nestle chocolates
Sub brands Grand total of Average (grand total/no. of Ranks
preference respondents)
Munch 70 3.18 1
Kitkat 65 2.95 2
Milky bar 64 2.95 3
Barone 45 2.05 4
Milk chocolate 30 1.36 5
80
70
60
50
rank
40
averege
30 grand total of preference
20
10
0
munch kitkat milky bar barone milk
chocolate
450
400
350
300
250
ranks
200
average
150
grand total
100
50
0
120
100
80
60 rank
average
40 grand total
20
350
300
250
200
150
100
50
0
ALL
cadbury chocolate
Flavor/taste
Quality
Brand
Image
Price
Quantity
Color
Form
packaging
100
80
60 Rank
average
40
Grand total
20
Number of respondents
Hard 33
Nutties 25
Crunchy 29
Chew 20
Number of respondents
35
30
25
20
15
10
0
Hard Nutties Crunchy Chew
Number of respondents
Small
Big
Family pack
promotional offers
60
50
40
30
20
10
0
freegift priceoffer anyother
Number of respondents
Advertisement
Suggestion from
friends and relatives
Attractive display
Doctors advice
90
80
70
60
50
40
30
20
10
0
Television
News paper
Brochures
hoarding
display
numberof respondents
once in aforttnight
daily
weekly
monthly
quarterly
Postpone your 26
purchase
50
consumers brand loyalty
45
40
35
30
25
20
15
10
5
0
postpond your purchase switch over to the other brand go to other shop for search of
preferred brand
reaction of customers
35
30
25
20
15
10
5
0
no not all may cosider no shall not cannot say
Reasonable price
60
50
40
30
20
10
0
Below 5 05-Oct Oct-20 20-30 Above 30
CONSUMER RESEARCH:
PRODUCT RESEARCH:
PRICING RESEARCH:
ADVERTISING RESEARCH:
For promotional offers, company should go for free gifts rather than
going for other ways.
Wheelen, Thomas L. & Hunger, J. David; Strategic Management & Business Policy.
WEB-SITES:
www.wikipedia. encyclopedia.com
www.nestle.com
QUESTIONNAIRE
PROJECT REPORT ON CONSUMER PREFERENCETOWARDS
NESTLE AND CADBURY CHOCOLATES
Yes No
Cadbury Nestle
Cadbury Nestle
5Star Munch
Celebrations Bar-One
Temptation Milk Chocolate
Cadbury Nestle
5Star Munch
Celebrations Bar-One
Hard Nutties
Crunchy Chew
Advertisement
Attractive Display
Doctors Advice
Brand Ambassadors
Ingredients
Hoarding Display
Weekly Monthly
Quarterly
Above 30
Que14. If your preferred brand is not available for repeat purchase then
what will you does?
Que15. If another brand of the same product appears in the market, will
you prefer to stop buying this brand and buy the new brand?