A PROJECT ON

“STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE

CHOCOLATES”

(Submitted in partial fulfillment of the requirement of)

Master of Business Administration, Distance Education

Guru Jambeshwar University Of Science and Technology, Hisar

Research Supervisor Submitted by

NAME: Ms. Sonali Saxena Tamojit Dey

DESIGNATION: Lecturer Enrollment No- 08061148454

Specialization: Marketing

Session 2008-2010

Directorate of Distance Education

Guru Jambeshwar University of Science and Technology Hisar (India)

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 RESUME OF SUPERVISOR/GUIDE

1. NAME Mrs. Sonali Saxena

2. DESIGNATION Lecturer- Marketing Management
3. QUALIFICATION B.Com,MBA,O level in Computers,pursing PhD
4. AREA OF SPECIALIZATION: Marketing
5. EXPERIENCE 2.5 years
6. OFFICIAL ADDRESS NSB School of Business
B-II/1, MCIE, Delhi Mathura Road,

New Delhi 110044

7. TELEPHONE NO. (Off.) 011-41676794 (Res) 9650833803

8.E-MAIL sonali.saxena@nsb.in

I am willing to supervise Mr. Tamojit Dey Enrollment no. – 08061148454 , on the topic
“STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE
CHOCOLATES”

(Signature) with Seal

Countersigned by the employee

with seal

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 Countersigned by Director
of Study Centre with Seal

CERTIFICATE:-

This is to certify that Mr.TAMOJIT DEY, Enrolment No. 08061148454 has

proceeded under by supervision her Research project Report on “STUDY OF
CONSUMER PREFERENCE TOWARDS CADBURY AND NESTLE
CHOCOLATES” in the Specialization area “Marketing ”.

The work embodied in this report is original and is of the Standard expected of an
MBA Student and has been submitted in part or full to this or any other university
for the award of any degree or diploma. She has completed all requirements of
guidelines for research Project Report and the work is fit for evaluation.

Signature of Supervisor/Guide (with SEAL)

NAME: Mrs. Sonali Saxena
DESIGNATION: Lecturer
ORGANIZATION: NSB School of Business

Forwarded by Head/Director of Study Centre

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 (With Signature, Name & SEAL )

DECLARATION

Hereby declare that the project report entitled “STUDY OF CONSUMER PREFERENCE
TOWARDS NESTLE AND CADBURY CHOCOLATES” submitted for the degree of Master
of Business Administration, is my original work and the project report has not formed the basis
for the award of any diploma, degree, associate ship, fellowship or similar other titles. It has not
been submitted to any other university or institution for the award of any degree or diploma.

Signature of candidate:-___________________________

NAME:- TAMOJIT DEY

ENROLMENT NO. : - 08061148454.

SPECILIZATION:- Marketing.

SESSION:- 2008 - 2010

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 ACKNOWLEDGEMENT

Survey is an excellent tool for learning and exploration. No classroom routine can substitute
which is possible while working in real situations. Application of theoretical knowledge to
practical situations is the bonanzas of this survey.

Without a proper combination of inspection and perspiration, it’s not easy to achieve anything.
There is always a sense of gratitude, which we express to others for the help and the needy
services they render during the different phases of our lives. I too would like to do it as I really
wish to express my gratitude toward all those who have been helpful to me directly or indirectly
during the development of this project.

I would like to thank my professor Ms. Sonali Saxena who was always there to help and guide
me when I needed help. His perceptive criticism kept me working to make this project more full
proof. I am thankful to him for his encouraging and valuable support. Working under him was an
extremely knowledgeable and enriching experience for me. I am very thankful to him for all the
value addition and enhancement done to me.

No words can adequately express my overriding debt of gratitude to my parents whose support
helps me in all the way. Above all I shall thank my friends who constantly encouraged and
blessed me so as to enable me to do this work successfully.

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 Tamojit Dey
MBA

Preface

Marketing Research is a part of MBA curriculum, which a student has

to undertake after the completion of 4th.Semester.
Subsequently the project would concentrate on the reasearch
conducted in the cosmetic industry mainly concentrating on the role of promotion in this industry.

Eventually, it will discuss the sources from where the information has
been gathered.

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 Index

Declaration

Acknowledgement

Preface

Introduction:

Rationale

Review of literature and Problem formulation

Objective of the study

Survey and its analysis:

 Objective

 Methodology

 Scope of the study

 Analysis

 Limitations

 Findings and observations

Recommendation

Conclusion

References

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Annexure

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 “Delhi NCR”. After this research I 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 age groups. In this research I have surveyed
that how frequently and how much chocolate they consume, whether they buy small, big or
family pack. Trend of ongoing changes in their likings has been shown in the report. In this
report I have tried to explain the entire research and facts product wise.

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Page | 9
 History 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.

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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 enjoyed 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.

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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

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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.

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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

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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.

Chocolate as we know it
The first mention of chocolate being eaten in solid form is when bakers in England began adding
cocoa powder to cakes in the mid 1600’s. Then in 1828 a Dutch chemist, Johannes van houten,
invented a method of extracting the bitter tasting fat or “cocoa butter” from the roasted ground
beans, his aim was to make the drink smoother and more palatable, however he unknowingly
paved the way for solid chocolate as we know it.

Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England –
mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to produce
the first solid chocolate bar then in1875 a Swiss manufacturer,

Daniel peters, found a way to combine (some would say improve, some would say ruin) cocoa
powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate.

CHOCOLATE PRODUCTION

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The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This
is why, up to the 18th century some native tribes ate only the sweetish flesh of
the cocoa fruit. They regarded the precious bean as waste or used it, as was the
case among the Aztecs, as a form of currency.

TheVarieties
There are two quite different basic classifications of cocoa, under which
practically all varieties can be categorised: Criollo and Forastero cocoas. The
pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. The seeds
are of finer quality than those of the Forastero variety.

They have a particularly fine, mild aroma and are, therefore, used only in the production of high-
quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the world
crop. The remaining 90% is harvested from trees of the Forastero family, with its many hybrids
and varieties. The main growing area is West Africa. The cocoa tree can flourish only in the
hottest regions of the world.

TheHarvest
Immediately after harvesting, the fruit is treated to prevent it from rotting. At
fermentation sites either in the plantation or at, collecting points, the fruit is
opened.

Fermentation
The fermentation process is decisive in the production of high quality raw cocoa. The technique
varies depending on the growing region.

Drying
After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of
this has to be removed.

What could be more natural than to spread the beans out to dry on the sun-soaked ground or on
mats? After a week or so, all but a small percentage of the water has evaporated.

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 Cleaning
Before the real processing begins, the raw cocoa is thoroughly cleaned by
passing through sieves, and by brushing. Finally, the last vestiges of wood, jute
fibres, sand and even the finest dust are extracted by powerful vacuum
equipment.

Roasting
The subsequent roasting process is primarily designed to develop the aroma. The entire roasting
process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C,
is carried out automatically.

Crushingandshelling
The roasted beans are now broken into medium sized pieces in the crushing machine.

Blending
Before grinding, the crushed beans are weighed and blended according to special recipes. The
secret of every chocolate factory lies in the special mixing ratios, which it has developed for
different types of cocoa.

Grinding
The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling
equipment and then fed on to rollers where they are ground into a fine paste. The heat generated
by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean)
contained in the beans to melt, producing a thick, liquid mixture.

This is dark brown in color with a characteristic, strong odour. During cooling it gradually sets:
this is the cocoa paste.

At this point the production process divides into two paths, but which soon join again. A part of
the cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes
through various blending and refining processes, during which some of the cocoa butter is added
to it. The two paths have rejoined.

CocoaButter
The cocoa butter has important functions. It not only forms part of every recipe,

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but it also later gives the chocolate its fine structure, beautiful lustre and delicate, attractive
glaze.

Cocoa Powder

After the cocoa butter has left the press; cocoa cakes are left which still contain a 10 to 20%
proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in several
stages and we obtain a dark, strongly aromatic powder, which is excellent for the
preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk
are the four basic ingredients for making chocolate. By blending them in
accordance with specific recipes the three types of chocolate are obtained which form the basis
of ever product assortment, namely:

Kneading
In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed
milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and
kneaded.

Rolling
Depending on the design of the rolling mills, three or five vertically mounted
steel rollers rotate in opposite directions. Under heavy pressure they pulverise the
tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One
micron is a thousandth part of a millimetre.)

Conching
But still the chocolate paste is not smooth enough to satisfy our palates. But
within two or three days all that will have been put right. For during this period
the chocolate paste will be refined to such an extent in the conches that it will
flatter even the most discriminating palate.

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Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in
which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 °C and, while
being constantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa
butter. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter
taste gradually disappears and the flavor is fully developed. The chocolate no longer seems
sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity, which gives
it its reputation.

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.

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 NESTLE’

Nestle India
Nestle’ India is a subsidiary of Nestle’ S.A. of Switzerland. The company insists on honesty,
integrity and fairness in all aspects of its business and expects the same in its relationships.

Nestle India- Presence Across India

Beginning with its first investment in Moga in 1961, Nestlé’s regular and substantial investments
established that it was here to stay. In 1967, Nestlé set up its next factory at Choladi (Tamil
Nadu) as a pilot plant to process the tea grown in the area into soluble tea. The Nanjangud
factory (Karnataka), became operational in 1989, the Samalkha factory (Haryana), in 1993 and
in 1995 and 1997, Nestlé commissioned two factories in Goa at Ponda and Bicholim
respectively. Nestlé India is now putting up the 7th factory at Pant Nagar in Uttaranchal.

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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.

Nestle’ Brands
 Milk Products & Nutrition
 Beverages
 Prepared Dishes and Cooking Aids

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  Chocolates & Confectionary

MILK PRODUCTS AND NUTRITION:

NESTLÉ EVERYDAY Dairy Whitener

NESTLÉ EVERYDAY Slim

NESTLÉ EVERYDAY Ghee

NESTLÉ MILKMAID

NESTLÉ Fresh 'n' Natural Dahi

NESTLÉ Fresh 'n' Natural Slim Dahi

NESTLÉ Jeera Raita

NESTLÉ MILKMAID Fruit yoghurt

NESTLÉ Milk

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 NESTLÉ Slim Milk

BEVERAGES:
NESCAFÉ CLASSIC

NESCAFÉ SUNRISE

NESTLÉ MILO

NESCAFÉ 3 in 1

NESCAFÉ Koolerz

PREPARED DISHES AND COOKING AIDS

MAGGI 2-MINUTE Noodles

MAGGI Vegetable Atta Noodles

MAGGI Dal Atta Noodles

MAGGI Rice Noodles Mania

MAGGI Sauces

MAGGI Pizza Mazza

MAGGI Healthy Soups

MAGGI Healthy Soup- Sanjeevni

MAGGI MAGIC Cubes

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CHOCOLATES & CONFECTIONARY
NESTLÉ KIT KAT

NESTLÉ KIT KAT LITE

NESTLÉ MUNCH

NESTLÉ MUNCH POP CHOC

NESTLÉ MILKYBAR

NESTLÉ MILKYBAR CHOO

NESTLÉ BAR-ONE

NESTLÉ FUNBAR

NESTLÉ Milk Chocolate

POLO

POLO Powermint

NESTLÉ Eclairs

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NESTLEKITKAT

NESTLÉ KIT KAT is one of the most successful brands in the world and every year
over 12 billion NESTLÉ KIT KAT fingers are consumed around the globe.

NESTLE MUNCH

NESTLÉ MUNCH is wafer layer covered with delicious choco layer. NESTLÉ MUNCH is so
crisp, light and irresistible that you just ‘can't stop Munching.' NESTLÉ MUNCH is the largest
selling SKU in the category!

NESTLE MILKY BAR:

NESTLÉ MILKYBAR is a delicious milky treat, which kids love. Relaunched in January 2006
with a Calcium Rich recipe, NESTLÉ MILKYBAR is a favorite with parents to treat their kids
with.

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NESTLE BAR-ONE

is a luscious nougat and caramel with delicious choco layer. NESTLÉ BAR-ONE constantly
reminds you that it is ‘Time for Action'.

NESTLE Milk Chocolate:

NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it!

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 CADBURY

How Cadbury Chocolate is made

John Cadbury

Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder John paste
to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today's standards this
chocolate was not particularly good: it was coarse and dry and not sweet or milky enough for
public tastes.

There was a great deal of competition from continental manufacturers, not only the French,but
also the Swiss, renowned for their milk chocolate.
Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. A
considerable amount of time and money was spent on research and on new plant designed to
produce the chocolate in larger quantities.

A recipe was formulated incorporating fresh milk, and production processes were developed to
produce a milk chocolate 'not merely as good as, but better than' the imported milk chocolate'.

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 Four years of hard work were invested in the project and in 1905 what was to
be Cadbury's top selling brand was launched.

Three names were considered: Jersey, Highland Milk and Dairy Maid. Dairy
Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour
and smooth creamy texture, was ready to challenge the Swiss domination of the milk chocolate
market.

By 1913 Dairy Milk had become the company's best selling line and in the mid twenties
Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever since.

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).

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food
Drinks and in the Candy category.

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In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over
the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and
Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand
share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard"
for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian
consumer.

In the Milk Food drinks segment their main product is Bournvita - the leading Malted Food
Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed
leader.

The Cadbury India Brand Strategy has received consistent support through simple but
imaginative extensions to product categories and distribution. A good example of this is the
development of Bytes. Crispy wafers filled with coca cream in the form of a bagged snack, Bytes
is positioned as "The new concept of sweet snacking". It delivers the taste of chocolate in the
form of a light snack, and thus heralds the entry of Cadbury India into the growing bagged Snack
Market, which has been dominated until now by Salted Bagged Snack Brands. Bytes was first
launched in South India in 2003.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over
two decades, it has worked with the Kerala Agriculture University to undertake cocoa research
and released clones, hybrids that improve the cocoa yield.

Today, Cadbury is poised in its leap towards quantum growth and new categories of business,
namely gums, mints, snacking and gifting. It is a part of the Cadbury Schweppes Group, world's
No.1 Confectionery Company.

CADBURY WORLD WIDE

Cadbury is the world's largest confectionery company and have a strong

regional presence in beverages in the Americas and Australia.

With origins stretching back over 200 years, today their products - which
include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper,
Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost every country around
the world. We employ around 60,00 people.

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 Their heritage starts back in 1783 when Jacob Schweppe perfected his
process for manufacturing carbonated mineral water in Geneva, Switzerland.
And in 1824 John Cadbury opened in Birmingham selling cocoa and
chocolate.

These two great household names merged in 1969 to form Cadbury Schweppes plc.
Since then they have expanded their business throughout the world by a programme of
organic and acquisition led growth.

Concentrating on their core brands in beverages and confectionery since the 1980s, they
have strengthened their portfolio through almost fifty acquisitions, including brand icons
such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7
Up and Snapple.

- 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 Brands:

 Chocolates

 Snacks

 Beverages

 Candy

SNACKS:

Bytes

BEVERAGES

Bournvita

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CANDY

Halls

CHOCOLATES

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Eclairs

Gems

DAIRY MILK

The story of Cadbury

Dairy Milk started
way back in 1905 at
Bournville, U.K., but
the journey with
chocolate lovers in India began in 1948.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury
Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with
Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of

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milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back
into the fun filled world of Cadbury.

Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

5 STAR

the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves
from strength to strength every year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside,
Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a
high quality & different chocolate eating experience.

One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour.
And through the passage of time, this was one property that both, the brand and the consumer
stuck to as a valuable association.

More recently, to give consumers another reason to come into the Cadbury 5 Star fold, Cadbury
5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now available with a dash
of rice crispies.

PERK

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Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk
targeted the casual snacking space that was dominated primarily by chips & wafers.

With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk
unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of 'Real Cadbury
Dairy Milk' and an 'improved wafer', Perk became even more irresistible

CELEBRATIONS

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry-
fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5

Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk

Page | 33
chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and
caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an
exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark
chocolate range which is exotic dark chocolate in luscious flavours.

TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in five

flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest
and Old Jamaica.

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Rationale

CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person to a marketer.
Consumer decides what to purchase, for whom to purchase, why to purchase, from where to
purchase, and how much to purchase. In order to become a successful marketer, he must know
the liking or disliking of the customers. He must also know the time and the quantity of goods
and services, a consumer may purchase, so that he may store the goods or provide the services
according to the likings of the consumers. Gone are the days when the concept of market was let
the buyer’s beware or when the market was mainly the seller’s market. Now the whole concept
of consumer’s sovereignty prevails. The manufacturers produce and the sellers sell whatever the
consumer likes. In this sense, “consumer is the supreme in the market”.

As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the demand for
the basic raw materials, for the transportation, for the banking, for the production; they effect the
employment of workers and deployment of resources and success of some industries and failures
of others. Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of
these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide.
More generally, it can be seen as a source of motivation. In cognitive sciences, individual
preferences enable choice of objectives/goals.

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The study of the consumer preference not only focuses on how and why consumers make buying
decision, but also focuses on how and why consumers make choice of the goods they buy and
their evaluation of these goods after use. So for success of any company or product promotion it
is very necessary to depart its concentration towards consumer preference.

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*Review of literature and Problem Statement*
1.

Title –To study the influence of packaging affecting brand selection in chocolate industry.

Author – C. Anandan
Objective –To study the influence of packaging in brand of chocolates.
Methodology – Source of data for arriving at a conclusion is primary data. Hence the survey
regarding the influence of packaging in selection of products for chocolates was conducted at
various retail outlets and some residence. Data was basically collected from housewives,
childrens, family and shopkeepers.
Data collation – Pilot test to ensure validity.
Sampling- sample size of 125 out of which 70 were women and 55 were men.
Conclusion – Data collected for users help to tune their marketing strategies for profitability and
customer loyally.
Reference- Brand management, vole-Ι No 3 page 45-57.

2.
Title – Significant consideration in the purchase of consumer durables
Author- B.S Hundal
Objectives – To ascertain intensity of brand loyalty and offer useful implication for marketers.
To analyze the planning of brand choice, time of purchase and choice of point of purchase.
Conclusion – the study revealed that the consumers have a preference toward particular brand of
consume durables and are not ready to buy any other.

3.
Title – Use of Coercive Strategies in Purchase decisions: Relationship between influence
strategies and the degree of Involvement.
Objectives – to find out whether coercive strategies are being used by couple (talking loudly,
looking unhappy, Anger, Authority) in making purchase decision.
Methodology –

Page | 37
A questionnaire was served to 100 married couples, of which 63 completely filled the
questionnaires, of which 45 were usable. So the sample size was 90.
Conclusion – spouse decision behavior is the key to understand how families arrive at purchase
decisions. It was found out that spouse do not use coercion consistently across purchase
decisions.
Moreover an understanding of spousal behavioral interaction in a decisions may guide marketers
in designing particular communication massages.

Objectives of the proposed study:-

This project is based on the comparative study consumer behavior towards Nestle and
Cadbury chocolates. Objectives of the study are:

 The other objective is 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 needs.
 To study the factors affecting the consumption pattern.

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 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.

➢ Location : DELHI.

➢ Sample Type : Random.

➢ Sample Size : 100 Users (between age group of 10 to45)

➢ Data Type : Primary and Secondary data.

➢ Data Collection Tool : Questionnaire.

➢ Data Presentation Tool : Pie charts and Tables.

Survey design:

The study is a cross sectional study because the data were collected at a single point of time. For
the purpose of present study a related sample of population was selected on the basis of
convenience.

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.

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Research Period:
Research work is only carried for 2 or 3 weeks.

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 “Comparative
study of consumer behavior 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.

Scope/Relevance of Proposed Study

 As learning is a human activity and is as natural, as breathing. Despite of the fact that
learning is all pervasive in our lives, psychologists do not agree on how learning takes
place. How individuals learn is a matter of interest to marketers. They want to teach
consumers in their roles as their roles as consumers. They want consumers to learn about
their products, product attributes, potential consumers benefit, how to use, maintain or
even dispose of the product and new ways of behaving that will satisfy not only the
consumer’s needs, but the marketer’s objectives.
 The scope of my study restricts itself to the analysis of consumer preferences,
perception and consumption of Cadbury and Nestle Chocolates. There are many other
brands of chocolates available but my study is limited to two major players of chocolates

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 leaving behind the others. The scope of my study is also restricts itself to Delhi region
only.

 In context with the above objectives in mind, a survey would be conducted in the city of
Delhi. Questionnaire method is being used to obtain the required information. Random
sampling will be used as the mode of conducting the survey.
 This analysis will further help me understand the factors that play within the minds of
consumers while preferring a product or services. I believe that this study will always
assist me to further enhance my knowledge in this subject.

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.

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 ANALYSIS OF THE STUDY
LIKING FOR THE CHOCOLATES
Table:1

Liking for the Chocolate Yes No

Number of Respondents 95 5

Chart:1

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 don’t prefer to eat chocolate.

DIFFERENT AGE GROUPS:

Table:2

AGE GROUPS 0-10 10-20 20-30 ABOVE 30

NUMBER OF 14 42 33 11
RESPONDENTS

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 Chart:2

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.

PREFERENCE ACCORDING TO AGE GROUPS

Table:3

AGE GROUPS
BRANDS 0-10 10-20 20-30 ABOVE 30

CADBURY 7 35 24 5

NESTLE 5 6 8 5

NO CONSUMTION 2 1 1 1

Chart:3

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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.

BRAND PREFERENCE:

Table:4

BRANDS
PREFERENCE BY CONSUMERS
CADBURY 73

NESTLE 22

Chart:4

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.

PURCHASE OF CHOCOLATES:

PURCHASE OF CADBURY CHOCOLATES

Table:5

Page | 44
 CADBURY CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS

69
DAIRY MILK
5 STAR 64

PERK 61

CELEBRATIONS 49

TEMPTATIONS 41

Chart:5
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

Table:6
NESTLE CHOCOLATES
SUB- BRANDS NUMBER OF RESPONDANTS
KIT KAT 17
MUNCH 19
MILKY BAR 18
BAR- ONE 16
MILK CHOCOLATE 11

Chart:6
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

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Table:7
OVERALL PURCHASE OF SUB- BRANDS OF CHOCOLATES
SUB-BRANDS PERCENTAGE OF PURCHASE
DAIRY MILK 13
5 STAR 12
PERK 11
CELEBRATIONS 9
TEMPTATIONS 7
KIT KAT 10
MUNCH 11
MILKY BAR 11
BAR ONE 9
MILK CHOCOLATE 7

Chart:7

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
CADBURY CHOCOLATES
SUB- BRANDS GRAND TOTAL AVERAGE RANKS
OF (GRAND TOTAL / No.
PREFERENCE OF RESPONDANTS)
DAIRY MILK 315 4.3 1
5 STAR 220 3 2
PERK 176 2.4 3
CELEBRATIONS 136 1.86 4
TEMPTATION 91 1.24 5

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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

NESTLE CHOCOLATES
SUB- BRANDS GRAND AVERAGE RANKS
TOTAL OF (GRAND TOTAL / No. OF
PREFERENCE RESPONDANTS)
KIT KAT 70 3.18 1
MUNCH 64 2.9 3
MILKY BAR 65 2.95 2
BAR-ONE 45 2.05 4
MILK 30 1.36 5
CHOCOLATE

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.

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 INFLUENCING FACTORS DURING PURCHASE

OVERALL INFLUENCE

Table :10

FACTORS GRAND TOTAL AVERAGE RANK

435 4.58 1
FLAVOR/TAS
TE
PRICE 295 3.1 9

QUALITY 391 4.12 2

PACKAGING 344 3.62 4

FORM 301 3.17 7

BRAND 354 3.73 3

IMAGE 344 3.62 4

COLOR 297 3.13 8

SHAPE 268 2.82 10

QUANTITY 342 3.6 6

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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 GRAND TOTAL AVERAGE RANK

335 4.6 1
FLAVOR/TAS
TE
PRICE 235 3.2 7

QUALITY 307 4.2 2

PACKAGING 277 3.79 3

FORM 231 3.16 8

BRAND 271 3.71 4

IMAGE 262 3.59 5

COLOR 224 3.07 9

SHAPE 213 2.92 10

262 3.59 5
QUANTITY

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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.

INFLUENCING FACTORS DURING PURCHASE OF NESTLE CHOCOLATES

Table:12

FACTORS GRAND TOTAL AVERAGE RANK

100 4.5 1
FLAVOR/TAS
TE
PRICE 60 2.72 5

QUALITY 84 3.82 2

PACKAGING 67 3.04 9

FORM 70 3.18 8

BRAND 83 3.77 3

IMAGE 82 3.73 4

COLOR 73 3.32 7

SHAPE 55 2.5 10

QUANTITY 80 3.64 6

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. Here packaging and shape are not all influencing
people while purchasing Nestle chocolates.

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FACTORS GIVING MOST SATISFACTION TO CONSUMERS

OVERALL

Table:13

FACTORS GRAND TOTAL AVERAGE

RANK
427 4.81 1
FLAVOR/TAS
TE
PRICE 337 3.6 4

QUALITY 367 3.86 2

PACKAGING 338 3.56 5

FORM 332 3.49 7

BRAND 358 3.77 3

IMAGE 328 3.45 9

COLOR 332 3.49 7

SHAPE 335 3.52 6

328 3.45 9
QUANTITY

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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

334 4.6 1
FLAVOR/TAS
TE
PRICE 269 3.68 5

QUALITY 282 3.86 2

PACKAGING 272 3.73 4

FORM 264 3.62 6

BRAND 282 3.86 2

IMAGE 247 3.38 10

COLOR 259 3.55 7

SHAPE 258 3.53 8

QUANTITY 255 3.49 9

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.

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 IN NESTLE CHOCOLATE

Table:15

FACTORS GRAND TOTAL AVERAGE RANK

93 4.2 1
FLAVOR/TAS
TE
PRICE 68 3.09 8

QUALITY 85 3.86 2

PACKAGING 66 3 10

FORM 68 3.09 8

BRAND 76 3.45 5

IMAGE 81 3.68 3

COLOR 73 3.32 6

SHAPE 77 3.5 4

QUANTITY 73 3.32 6

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.

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FORM PREFERENCE

Table:16
NUMBER OF
FORM OF CHOCOLATE
RESONDENTS

HARD 33

NUTTIES 25

CRUNCHY 29

CHEW 20

Chart:8
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 PREFERRED

Table:17
PACK SIZE NUMBER OF RESPONDENTS
SMALL 28
BIG 48
FAMILY PACK 19

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 Chart:9

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.

PROMOTIONAL OFFERS

Table:18
PROMOTIONAL OFFERS NUMBER OF RESPONDENTS
FREE GIFTS 52
PRICE OFFER 23
ANY OTHER 20

Chart: 10
According to the above analysis it is concluded that out of sample of 95 people who eat
chocolate 52 are attracted by free gifts, 23 by price offers while 20 were attracted by some other
reasons.

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 FACTORS AFFECTING PURCHASE

Table:19
FACTORS NUMBER OF
RESPONDENTS
ADVERTISEMENT 65
SUGGESTION FROM FRIENDS AND 16
RELATIVES
ATTRACTIVE DISPLAY 11
DOCTORS ADVICE 15
BRAND AMBASSADORS 9
INGREDIENTS 25

Chart: 11
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:20
MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS
TELEVISION 82
NEWSPAPERS 7
BROCHURES 3
HOARDING 4
DISPLAY 15

Chart:12

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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:21
FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS
ONCE IN A FORTNIGHT 16
DAILY 17
WEEKLY 39
MONTHLY 18
QUARTERLY 5

Chart:13
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:22

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PRICE OF CHOCOLATE NUMBER OF RESPONDENTS
BELOW 5 6
5-10 23
10-20 51
20-30 4
ABOVE 30 11

Chart: 14
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.

CONSUMER’S BRAND LOYALTY

Table:23
BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS
POSTPONE YOUR PURCHASE 26
SWITCH OVER TO OTHER BRANDS 24
GO TO OTHER SHOP FOR SEARCH 45
OF PREFERED BRAND

Chart:15
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.

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 REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

Table:24
SHIFT TO NEW BRAND OF THE NUMBER OF RESPONDENTS
PREFERED PRODUCT
NO, NOT AT ALL 35
MAY CONSIDER 27
NO, SHALL NOT 4
CAN’T SAY 29

Chart:16
According to the above analysis it is concluded that mostly people are addicted to the same
flavor or taste and they don’t 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
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  Quality
 Packaging

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:

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  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.
 The main source of data for the study was primary data with the help of self-administered
questionnaires. Hence, the chances of unbiased information are less.
 People were hesitant to disclose the true facts.
 The chance of biased response can’t be eliminated though all necessary steps were taken
to avoid the same.

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.

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  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

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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.

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  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.

BIBLIOGRAHY

 http://www.cadburyindia.com
 http://www.nestle.com

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  http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
 http://www.google.com
 http://www.cadbury.co.nz/carnival/index.htm
 http://www.packaging-technology.com/…/cadbury4.html
 http://www.chocolatereview.co.uk
 http://en.wikipedia.org/wiki/preference

Annexure

QUESTIONNAIRE

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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)

Page | 66
 Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

Que5. How much importance do you give to the following factors when you purchase a
chocolate? (Tick in the desired column)

Factors Very Important Normal Least None

Important Important

Flavor/taste
Price
Quality
Packaging
Form
Brand
Image

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Color
Shape
Quantity

Que6. How much are you satisfied with the following factors in your preferred chocolate? (Tick
in the desired column)

Factors Very Satisfied Normal Least Can’t Say

Satisfied Satisfied

Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que7. Which form of a chocolate do you like?

Hard Nutties

Crunchy Chew

Que8. What pack do you purchase?

Small Big Family Pack

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Que9. Which promotional offers attract you most?

Free gifts Price Offer Any other

Que10.Which of these factors affect 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

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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

20.30 Above 30

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

 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

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Que16. If you don’t like to change to the new brand, then what are the reasons for continuing to
purchase the old brand?

PERSONAL DETAILS

Name:
Address:

Age:

Between 0-10 Between10-20

Between 20-30 Above 30

Gender:

Phone Number:

Marital status:

Education:

Profession:

THANKS

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Page | 72