STUDY OF CONSUMER

PREFERENCE TOWARDS NESTLE AND

CADBURY CHOCOLATES

Project Report
Submitted to

THE UNIVERSITY OF CALICUT

In partial fulfillment of the requirement of the award of
Degree of Bachelor of Commerce
2015
By

ARSHA. B. K.
Reg. No.: MDAMBCM037

Under the Guidance of

Sri. MUHAMMAD SALIM

Assistant Professor in Commerce

POST GRADUATE & RESEARCH DEPARTMENT OF

COMMERCE
GOVT.COLLEGE MADAPPALLY
VATAKARA – 2
 DECLARATION

I ARSHA B K hereby declare that the project report is

entitled “” Is an original Work under taken by me under the
guidance and supervision of Sri MUHAMMAD SALIM, asst prof
of post graduate department of commerce, govt. college
Madappally.

I also declare that this project has not been submitted by

me fully or partly for the award of any diploma, title of
recognition.

ARSHA B K

VATAKARA

DATE:
 CERTIFICATE

This is certify that project report on a “STUDY OF CONSUMER

PREFERENCE TOWARDS NESTLE AND CADBURY
CHOCOLATES” submitted to the university of Calicut carried
out by ARSHA B K for the award of degree of bachelor of
commerce under the guidance of Sri.MUHAMMAD SALIM.

DR.K.VENUGOPALAN SRI.MUHAMMAD SALIM

(Asst professor)

Dept. of commerce

PLACE:

DATE:
 CERTIFICATE

This is certify that project report on a BRAND AWARENESS IN

RURAL AREA; A CASE STUDY OF FMCG IN KOYILANDY

submitted to the university of Calicut carried out by ARSHA B K for
the award of degree of bachelor of commerce under the guidance
of Sri.SHAJAHAN.

Sri.MUHAMMAD SALIM

(Asst professor)

Dept. of commerce

PLACE:

DATE:
 ACKNOWLEDGEMENT

It is my pleasure to record my deep sense of gratitude and

indebtedness to my surprising teacher Sri. MUHAMMAD SALIM,
Assistant Professor, Post Graduate & Research Department of Commerce,
Govt. College Madappally for his valuable guidance, constant
encouragement and advice given throughout the course of study.

I further express my sense of gratitude to all respondents

who are corporate me for preparing my project.

I am deeply expressed my sincere thanks to

DR.K.VENUGOPALAN Associate professor and HOD of commerce and
all other teachers in the department for their encouragement and
support. I also express my sincere thanks to all my classmates for
their sincere help and support.

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

The significance of my study restricts itself to the analysis of consumer

preferences, perception and consumption cad bury and nestle chocolates. They
are many other brands of chocolates available but my study is limited to two
major players of chocolates leaving behind the others. The significance of my
study is also restricting itself to koyilandy only.
 OBJECTIVES 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.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual
consumers were contacted on the basis of random sampling.

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:

The primary data comprises information survey of " study of consumer

preference towards Nestle and Cadbury chocolates". The data has been
collected directly from respondent with the help of structured
questionnaires.

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.

CONSUMPTION OF CHOCOLATES IN INDIA

Chocolate consumption in India is extremely low. Per capita consumption is

around 160 gms in the urban areas, compared to 8-10kg in the developed
countries. In rural areas, it is even lower. Chocolates in India are consumed as
indulgence and not as a snack food. A strong volume growth was witnessed in
the early 90's when Cadbury repositioned chocolates from children to adult
consumption. The biggest opportunity is likely to stem from increasing the
consumer base. Leading players like Cadbury and Nestle have been attempting
to do this by value for money offerings, which are affordable to the masses.
 CHAPTER 3
PROFILE OF THE
ORGANISATION
 PROFILE OF CHOCOLATE
The origin of chocolate can be traced back to the ancient Maya and Aztec
civilizations in Central America, who first enjoyed "chocolati" a much-prized
spicy drink made from roasted cocoa beans. Throughout its history, whether as
cocoa or drinking chocolate beverage or confectionary treat, chocolate has been
a much sought after food.

The Aztec empire

"Chocolate"(in the form of a luxury drink) was consumed in large quantities
by the aztecs: the drink was described as " finely ground, soft, foamy, reddish,
bitter with chilli water, aromatic flowers, vanilla and wild bee honey. The dry
climate meant the Aztecs were unable to grow cocoa trees, and had to obtain
supplies of cocoa beans from " tribute" or trade

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

First chocolate for eating

Up until this point all chocolate recipes were based on plain chocolate. It was
an English doctor, sir Hans's sloane, who- after traveling in south America-
focused on cocoa and food values, bringing a milk chocolate recipe back to
England.

The original Cadbury milk chocolate was prepared to his recipe.

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.

The Aztec's regarded chocolate as an aphrodisiac and their emperor,

Montezuma reputedly drank it fifty times a day from a golden goblet and is
quoted as saying of xocolatl: " the divine drink, which builds up resistance and
fights fatigue. A cup of this precious drink permits a man to walk for a whole
day without food"

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 first chocolate house in England opened in London in 1657 followed

rapidly by many others. Like the already well established coffee houses, they
were used as clubs where the wealthy and business community met to smoke a
clay pipe of tobacco, conduct business and socialize over a cup of chocolate.

Back to the America's

Event's went full circle when English colonists carried chocolate (and coffee)
with them to England's colonies in north America. Destined to become the
united states of America and Canada, they are now the worlds largest
consumers - by far - of both chocolate and coffee, consuming over half of the
words total production of chocolate alone.

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.

COMPANY OVERVIEW OF CADBURY INDIA

Cadbury began its operations in 1948 by importing chocolates and then

re-packing them before distribution in the Indian market. After 59 years
of existence, it today has five company-owned manufacturing facilities at
Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi
(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota
and Chennai). The corporate office is in Mumbai.
ANALYSIS AND INTERPRETATION

ANALYSIS OF THE STUDY

1. Linking for the chocolates
 Linking for the chocolates YES NO

Number of respondents 95 5

Source: primary data

no of respondent
100
90
80
70
60
50
no of respondent
40
30
20
10
0
yes no

From the above analysis of the given sample of 100 respondents it is

concluded that out of 100 people 95 people like to eat chocolate while only 5
people don’t prefer to eat chocolate.
 2. Different age group

Age groups No. of respondents

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

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, above 30 respectively.
 3. Preference according to age groups

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

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.

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

Purchase of Cadbury chocolate

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

Overall purchase of sub brands of chocolate

Sub brands Percentage of purchase
Dairy milk 14
Five star 12
Perk 11
Celebration 9
Temptation 7
Kitkat 10
Munch 11
Milkybar 9
Bar one 7
Milk chocolate 5

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

Preference of sub brands of Cad bury chocolate

Sub brands Grand total of Average (grand total/ no .of Ranks

preference respondent)
Dairy milk 315 4.3 1
Fivestar 220 3 2
Perk 176 2.4 3
Celebration 136 1.86 4
Temptation 91 1.24 5

100%

99%

98%

97%

96%
ranks
95%
average
94% cadbury chocolates
93%

92%

91%

90%
diary milk 5 star perk celebration temptation

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

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

Interpretation: according to the above analysis 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
Factors Grand total average Rank
Flavor/taste 435 4.58 1
Quality 391 4.12 2
Brand 354 3.73 3
Packing 344 3.62 4
Image 344 3.62 5
Quantity 342 3.6 6
Form 301 3.17 7
Color 297 3.13 8
Price 295 3.1 9
Shape 268 2.82 10

450
400
350
300
250
ranks
200
average
150
grand total
100
50
0

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
images. 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

factors Grand total average Rank

Flavor/taste 100 4.5 1
Quality 84 3.82 2
Brand 83 3.77 3
Image 82 3.73 4
Price 81 3.69 5
Quantity 80 3.64 6
Color 73 3.32 7
Form 70 3.18 8
packaging 67 3.04 9
Shape 55 2.5 10

120

100

80

60 rank
average
40 grand total

20

Interpretation: according to above analysis it is concluded that an average

mostly people are influenced by flavor/ taste followed quality, brand & image
here packaging and shape are not at all influencing people while purchasing
nestle chocolate.
 INFLUENCING FACTORS DURING PURCHASE OF
CADBURYCHOCOLATES

factors Grand total average Rank

Flavor/taste 335 4.6 1
Quality 307 4.2 2
Brand 277 3.79 3
Image 271 3.71 4
Price 262 3.59 5
Quantity 262 3.59 6
Color 235 3.2 7
Form 231 3.16 8
packaging 224 3.07 9
Shape 213 2.92 10

350
300
250
200
150
100
50
0

Interpretation; according to the above analysis it is concluded that an average

mostly people are influenced by flavor followed by quality, brand and image.
Here packaging and shape are not at all influencing people while purchasing
nestle chocolates.
FACTORS GIVING MOST SATISFACTION TO CONSUMERS OVRER

ALL

factors Grand total average Rank

Flavor/taste 334 4.6 1
Quality 282 3.86 2
Brand 282 3.86 3
Image 272 3.73 4
Price 269 3.68 5
Quantity 264 3.62 6
Color 259 3.55 7
Form 258 3.53 8
packaging 255 3.49 9
Shape 247 3.38 10

cadbury chocolate

Flavor/taste
Quality
Brand
Image
Price
Quantity
Color
Form
packaging

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.
 IN NESTLE CHOCOLATE

Grand total average Rank

Flavor/taste 93 4.2 1
Quality 85 3.86 2
Brand 81 3.68 3
Image 77 3.5 4
Price 76 3.45 5
Quantity 73 3.32 6
Color 73 3.32 7
Form 68 3.09 8
packaging 68 3.09 9
Shape 66 3 10

100

80

60 Rank
average
40
Grand total
20

Interpretation: according to the above analysis it is concluded that on an

average people are most satisfied with the flavor of a chocolate followed by
quality and image.
 FORM PREFERANCE

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

Interpretation: according to the above analysis it is concluded that most of the

people uses to eat hard chocolate and chew form of a chocolate is least
preferred.
 PACK OF CHOCOLATE PREFERRED

Pack size Number of

respondents
Small 28
Big 48
Family pack 19

Number of respondents

Small
Big
Family pack

Interpretation: according to the above analysis it is concluded that out of sample

off 95 people who eat chocolates like to buy big pack. Family pack is mostly
preferred by aged people only.
 PROMOTIONAL OFFERS
Promotion offer Number of respondents
Free gifts 52
Price offer 23
Any other 20

promotional offers
60

50

40

30

20

10

0
freegift priceoffer anyother

Interpretation: according to the above analysis it is concluded that out of

samples of 95 people who eat chocolates, 52areattracted by free gifts,23 by
price offers while 20 were attracted by some other reasons.
 FACTORS AFFECTING PURCHASE
Number of respondents
Advertisement 65
Suggestion from friends and relatives 16
Attractive display 11
Doctors advice 15
Brand ambassadors 9
ingredients 25

Number of respondents
Advertisement

Suggestion from
friends and relatives
Attractive display

Doctors advice

Interpretation: according to the above analysis it is concluded that advertisement

is the best measure to attract customers to purchase more. Impact it is much
more than other factors while friends and relatives and brand ambassadors also
play a scientific role in regard.
 MEDIA OF ADVERTIMENT
Media of Number of
advertisement respondents
Television 82
News paper 7
Brochures 3
hoarding 4
display 15

90
80
70
60
50
40
30
20
10
0
Television
News paper
Brochures
hoarding
display

Interpretation: according to the above analysis it is concluded chocolates that

compel consumers to buy. It is much more than other ways as out of 98
respondents 82 are attracted to by through television media while brochures are
the least attracting media.
 Frequency of consumption
Frequency of consumption Number 0f respondent
Once in a fortnight 16
Daily 17
Weekly 39
Monthly 18
quarterly 5

numberof respondents

once in aforttnight
daily
weekly
monthly
quarterly

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 way effect the sale of chocolates.
 Consumers brand loyalty

Brand loyalty action Number of respondent

Postpone your 26
purchase

Switch over to other 24

brand

Go to other shop for 45

search of preferred
brand

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

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 post pond their
purchase.
 REACTION OF CUSTOMERS IN NEW BRAND IS
INTRODUCED
Shift to the brand of the preferred product Number of respondents
No not at all 35
May consider 27
No shall not 4
Can’t say 29

reaction of customers

35
30
25
20
15
10
5
0
no not all may cosider no shall not cannot say

Interpretation: according to the above

analysis it is concluded that mostly people are addicted to the same flavor or
taste and they do not want to change it has out of 95 respondents 35 are not
ready to try new brand at any cost.
 REASONABLE PRICE
Price of chocolate Number of respondents
Below 5 6
5-10 23
10-20 51
20-30 4
Above 30 11

Reasonable price

60

50

40

30

20

10

0
Below 5 05-Oct Oct-20 20-30 Above 30

Interpretation: according to the above analysis it is concluded that the customer

thinks 10-20 Rs is the reasonable price of a chocolate. So it must be worthwhile
to know this as it way effect the sale of chocolate.
 FINDINGS,
CONCLUSION
&
SUGGESTIONS
 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:

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 consumer's 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.
 CONCLUSION

A survey of the people has been conducted to know the liking

pattern of the two products Cadbury and Nestle. It is observed that
overall people like to eat Cadbury brand rather than Nestle. It is
concluded that mostly people preferred Dairy Milk of Cadbury due
to its flavor/taste, quality and image and due to its hard form. Some
people often like to have a chocolate with good flavor, quality and
crunchiness so they are going towards Kit Kat and Munch of Nestle
due to its taste and crunchiness.

It is thus concluded from the facts collected that mostly people

refer to buy big pack of their favorite chocolate, and sometimes some
of them go for small and family pack.
 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.

People are unsatisfied with the price and quantity of chocolate so

companies should concentrate in this regard also.
QUESTIONNAIRE
&
BIBILIOGRAPHY
 BIBILIOGRAPHY
BOOKS

 Wheelen, Thomas L. & Hunger, J. David; Strategic Management & Business Policy.

 Mishra, M.N.; Modern Marketing Research

 Shani, N.K. and Kumar, Yogesh; Modern Marketing.

 Kotler, Phillip; Marketing Managemen.

WEB-SITES:

 www.wikipedia. encyclopedia.com

www.nestle.com

QUESTIONNAIRE
PROJECT REPORT ON CONSUMER PREFERENCETOWARDS
NESTLE AND CADBURY CHOCOLATES

Que1. Do you eat chocolate?

Yes No

Que2. Which brand of chocolate do you prefer?

Cadbury Nestle

Que3. Which sub-brand you have purchased?

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One
 Temptation Milk Chocolate

Que4. Rank the sub-brands of chocolates according to your preference? (1

for most preferred)

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

Que7. Which form of a chocolate do you like?

Hard Nutties

Crunchy Chew

Que8. What pack do you purchase?

Small Big Family Pack

Que9. Which promotional offers attract you most?

Free gifts Price Offer any other

Que10.Which of these factors affects your purchase?

Advertisement

Suggestion from friends and relatives

Attractive Display

Doctors Advice
 Brand Ambassadors

Ingredients

Que11. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

Que12. How frequently do you purchase chocolates?

Once in a fortnight Daily

Weekly Monthly

Quarterly

Que13. What according to you is the reasonable price of chocolate?

Below5 5-10 10-20

Above 30

Que14. If your preferred brand is not available for repeat purchase then
what will you does?

Postpone your purchase

 Switch over to other brand

Go to the other shop to search for your preferred brand

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?

No, not at all I may consider

No, I shall not can't say